CUSTOMER SATISFACTION TOWORDS YAMAHA MOTORS

ABSTRACT

The study is about the potential of OPAL MOTORS among customers in HYD. Now a day
every company wants to procure more customers. The customers are potential to every
company. So the potential is improved when the company knows the people’s want and try
to satisfy needs and wants of the people. The study finds out, the OPAL MOTORS has
more customers. The customers want mileage, high capacity, good service, and easy
transport.

The methodology which is implemented is to collect data by direct interview,

questionnaire, and by referring websites, books magazines, ect. Ultimately most of the
customers are highly satisfied with the good mileage, high capacity, good service, and easy
transport. The purpose of the study is to know the expectations of those customers who
trading in Yamaha Motors and the satisfaction levels of customers with the services
provided by the YAMAHA motors. Here the main purpose of the survey is to know the
various factors that are very important in satisfying the customer’s needs and to know how
YAMAHA motors is ensuring its customers satisfaction. The expectations of customers are
vary from one customer to the other customer. It is very difficult to any business firm to
satisfy all the expectations of all customers but there are some common factors that are
essential to fulfill.

1|Page
CONTENTS PAGE NO

CHAPTER I 03
INTRODUCTION
NEED OF THE STUDY
SCOPE OF THE STUDY
OBJECTIVES OF THE STUDY
RESEARCH METHODOLOGY
LIMITATIONS OF THE STUDY

CHAPTER II 11
REVIEW OF THE LITERATURE

CHAPTER III 15
INDUSTRY & COMPANY PROFILE

CHAPTER IV 35

DATA ANALYSIS & INTERPRETATION

CHAPTER V 51
FINDINGS
SUGGESTUIONS
CONCLUSIONS
QUESTIONNAIRE
BIBILOGRAPHY

2|Page
 CHAPTER-I
INTRODUCTION

3|Page
CUSTOMER SATISFACTION

After purchase the product customer satisfaction then the level can be identified by frabing
the relation between the customer expectations and product’s perceived performance. If the
product falls short of expectations consumer will be disappointed. If it meets expectations
the consumer is satisfied, if exceeds, the consumer is delighted.
The large gap between expectations and performance, the greater the consumer
dissatisfaction. This suggest the marketer should make product lines that faithfully
represents the product performance so that consumer are satisfied some marketers even
understand performance level to boost the consumer satisfaction with product.
The consumer may from purchase intention based product benefit. Marketer has to identify
the reason for dissatisfaction and to modify or to induce a new product to meet customer’s
requirements. By this marketer may achieve his/her Originations.
Never before has the two wheeler industry been in such a great ferment as it finds today.
The advent of liberalization era has in its wake, intensified competition in every single
industry by causing a proliferation of companies both inland and foreign. The two wheeler
industry has been no expectation.
The scooter, which has almost synonymous a two wheeler, today finds itself in intents
competition against the sleek, fuel efficient motorbikes. At the lowering have been mopeds
catering to the middle and low income groups. And now, it is Yamaha bikes, which are
no.1 in the two wheeler market. Given the steady and complex changes that are occurring
in the two wheeler industry there is the need for the probing the market assessing the
performance and promise of the various two wheeler categories. The study is an effort in
the direction. The primary objective of the study is to take stock of the situation prevailing
in the two wheeler.
In the two wheeler market as certain the promise that the market holds for the newly
introduced Yamaha two wheeler. Through more than Indian market. They have not to make
the kind of impact on the consumer as they were expected to be. The issue then is what has
been the reason, the present study addresses it self to that important question and tries to
formulate, based on the findings of the study, appropriate and plausible marketing
strategies for their successful performance.

4|Page
NEED OF THE STUDY

The purpose of the study is to know the expectations of those customers who trading in
Yamaha Motors and the satisfaction levels of customers with the services provided by the
YAMAHA motors.

Here the main purpose of the survey is to know the various factors that are very important
in satisfying the customer’s needs and to know how YAMAHA motors is ensuring its
customers satisfaction.

The expectations of customers are vary from one customer to the other customer. It is very
difficult to any business firm to satisfy all the expectations of all customers but there are
some common factors that are essential to fulfill.

5|Page
SCOPE OF THE STUDY
 To make it more marketing sensitive and adaptive change.
 To formulate market future strategies based on knowledge acquired out of
the serving.
 To upgrade the customer satisfaction relate to Yamaha Motors Limited.
 To understand the sales of Yamaha Vehicles in OPAL MOTORS
 To understand the services of OPAL MOTORS.

6|Page
OBJECTIVES OF THE STUDY
 To study responses on brand choice.
 To identified the consumer choice of brand.
 To know the buyer responses on dealer’s choice.
 To identify the consumers purchasing time.
 To identify the importance of money in the purchase amount choice.
 To know weather the consumer are satisfied with the bikes performance or not.
 To identified how many number of customers are for insurance after purchase.
 To evaluate the ratings of bikes.
 To study the responses n all commodities of bike choice.

7|Page
RESEARCH METHODOLOGY
Marketing research is a systematic process of gathering recording, analyzing and
interpreting the data related to any problem in the field of marketing.
Research consists of various steps, they are as follows,

STEPS IN MARKETING RESEARCH:

1) Problem formulation.
2) Development of research design.
3) Determing sources of data.
4) Planning and designing data collection forms.
5) Determing sampling plan.
6) Organizing and conducting field survey.
7) Data analysis and interpretation.
8) Report preparation and presentation to decision makers.

SOURCES OF DATA:
Once the research design has been decided upon the next stage is that of selecting the
source of data. Are two types if data are primary data, secondary data? Primary data are
those that are collected a fresh and for the first time and thus happen to be in original
character. The data is gathered through administering the views of the people. Surveys
primary data for study are consumer awareness data.
Secondary data are those which are already been collected by some one else and which
have already been passed through the statistical process. And the data is gathered through a
questionnaire, Source of the company reports, annual reports and frame work.
Sampling: Can be defined as the method of selecting a group of respondents who represent
the population. The survey conducted by selecting respondents by using random sampling
technique.
Sple sizeam: Can be defined as the no. of respondents selecting for research study and the
sample size is 50 respondents.
Research instrument: this is used for questionnaire.
Questionnaire: schedule containing various items on which information is sought from
respondents. And it consists of dichotomous questions, multiple choice questions.

8|Page
Dichotomous questions are extreme from the multiple choices in which one or two
respondents are allowed framed as yes/no.
Multiple-choice are which requires the respondent to choose one of the several answers
listed in the question itself.

TOOLS OF ANALYSIS
To analysis the collection of information through satisfaction tools percentages (%),
averages, correlation analysis.

9|Page
LIMITATIONS OF THE STUDY
 The study is restricted only to a sample of 50 customers of various brands in
order to know the position of the Yamaha and satisfaction of the customers in
Yamaha market
 The collected in twin cities.
 The study limited to the following companies only.
 Limited are is covered for this research
 Sample size is very small.
…

10 | P a g e
 CHAPTER - II
REVIEW OF LITERATURE

11 | P a g e
CONSUMER SATISFACTION - LITERATURE
The main aim of marketing is meet and satisfy target customers need and wants buyer
behavior refers to the peoples or organization conduct activities and together with the
impact of various influence on them towards making decision on purchase of product and
service in a market. The field of consumer behavior studies how individuals, groups and
organization select, buy, use and dispse of goods, service, ideas, or experience to satisfy
their needs and desires understanding consumer behavior and knowing customer are never
simple. The wealth of products and service produced in a country make our economy
strong. The behavior of human being during the purchase is being termed as ―Buyer
Behavior. Customer says one thing but do another. They may not be in touch with their
deeper motivations. They are responding to influences that change their mind at the last
minute. A buyer makes take a decision whether save or spend the money.

Definition of Buyer Behavior:-

Buyer behavior is ―all psychological, Social and physical behaviors of potential customers
as they become aware of evaluate, purchase, consume and tell others about product &
service.

CONSUMER BUYING DECISION PROCESS

There are following five stages in consumer buying decision process.
(i) Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli. Marketers need to identify the circumstances that
trigger a particular need. By gathering information from a number of consumers, Marketers
can identify the most frequent stimuli that spark an interest in a product category. They can
then develop marketing strategies that trigger consumer interest.

(ii) Information Search:-

The consumer tries to collect information regarding various products/service. Through
gathering information, the consumer learns about completing brands and their features.
Information may be collected form magazines, catalogues, retailers, friends, family
members, business association, commercial, chamber of commerce, telephone directory,

12 | P a g e
tradefair etc. Marketers should find out the source of information and their relative degree
of importance to the consumes.
 Personal Sources: Family, friends, neighbor, as quittances.
 Commercial Source: Advertising, sales persons, dealers, packaging, displays.
 Public sources: mass media, consumer, rating organizations.
 Experimental sources: Handling. Examine, using the product.

(iii) Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all buying situations.
There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions.
The marketer must know which criteria the consumer will use in the purchase decision.

(iv) Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the solution. It may be to
buy or not to buy. If the decision is to buy. The other additional decisions are:
 Which types of bike he must buy?
 From whom to buy a bike?
 How the payment to be made? And so on.
The marketer up to this stage has tried every means to influence the purchase behavior, but
the choice is properly consumers. In the evaluation stage the consumer forms preferences
among the brands in the choice set. The consumer may also form an intention to but the
most preferred brand.

(v) Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of product. The
Marketer‘s job not end when the product is buying must monitor post-purchase satisfaction,
post-purchase action, post-purchase use and disposal

13 | P a g e
Post Purchase Satisfaction:-
The buyer, S satisfaction is a function Of closeness between the buyer, S expectation and
the products Perceiver performance. The larger the gap between expectation and
performance, the greater the consumer dissatisfaction.

Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product influence subsequent
behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing
the product again. Dissatisfaction consumer may abandon and return the product.

Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the product. If the
consumer store the product in a close, the product is probably not very satisfying. If the
consumer throws the product away, the marketer needs to know how they dispose of it;
especially it can be hurt the environment.
Characteristic of Buyer Behaviors
The chief characteristics of the buyers behaviors are as follow:-
(1) It consists of mental and physical activities which consumers undertake to get goods
and services and obtain satisfaction from them.
(2) It includes both observable activities such as walking through the market to examine
merchandise and making a purchase and mental activities-such as forming attitudes,
perceiving advertising material, and learning to prefer particular brands.
(3) Consumer behaviors are very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change otherwise market may be lot.
(4) The individuals specific behaviors in the market place is affected by internal factor,
such as need , motives, perception, and attitudes, as well as by external of enviourmenatal
influences such as the family social groups, culture, economics and bu

14 | P a g e
 CHAPTER-III
INDUSTRY & COMPANY PROFILE

15 | P a g e
AUTOMOBILE INDUSTRY IN INDIA

The automobile industry in India is the ninth largest in the world with an annual production
of over 4.2 million units in 2011 In 2012, India emerged as Asia's fourth largest exporter of
automobiles, behind Japan, South Korea and Thailand.

Following economic liberalization in India in 1991, the Indian automotive industry has
demonstrated sustained growth as a result of increased competitiveness and relaxed
restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti Suzuki
and Mahindra and Mahindra, expanded their domestic and international operations. India's
robust economic growth led to the further expansion of its domestic automobile market which
attracted significant India-specific investment by multinational automobile manufacturers. In
February 2009, monthly sales of passenger cars in India exceeded 100,000 units. bryonic
automotive industry emerged in India in the 1940s. Following the independence, in 1947, the
Government of India and the private sector launched efforts to create an automotive
component manufacturing industry to supply to the automobile industry. However, the
growth was relatively slow in the 1950s and 1960s due to nationalization and the license raj
which hampered the Indian private sector. After 1970, the automotive industry started to
grow, but the growth was mainly driven by tractors, commercial vehicles and scooters. Cars
were still a major luxury. Japanese manufacturers entered the Indian market ultimately
leading to the establishment of Maruti Udyog. A number of foreign firms initiated joint
ventures with Indian companies.

In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

motorcycles and light commercial-vehicles. It was at this time that the Indian government
chose Suzuki for its joint-venture to manufacture small cars. Following the economic
liberalization in 1991 and the gradual weakening of the license raj, a number of Indian and
multi-national car companies launched operations. Since then, automotive component and
automobile manufacturing growth has accelerated to meet domestic and export demands.

HISTORY OF THE TWO WHEELERS:

The Britannica Encyclopedia a motorcycle as a bike or tricycle propelled by an internal –

combustion engine (or, less often by an electric engine). The automobile was the reply to the

16 | P a g e
19th –century reams of self-propelling the horse-drawn bikeriage. Similarly, the invention of
the motorcycle created the self –propelling bicycle. The first commercial design was three-
wheeler built by Edward Butler in Great Britain in 1884. This employed a horizontal single-
cylinder gasoline engine mounted between two steer able front wheels and connected by a
drive chain to the rear wheel. The 1900s saw the conversion of many bicycles or pedal cycles
by adding small, centrally mounted spark ignition engine engines. There was then felt the
need for reliable constructions. This led to road trial tests and competition between
manufacturers. Tourist Trophy (TT) races were held on the Isle of main in 1907 as reliability
or endurance races. Such were the proving ground for many new ideas from early two-
stroke-cycle designs to supercharged multivalent engines mounted on aerodynamic, bikebon
fiber reinforced bodywork.

INVENTION OF TWO WHEELERS:

The invention of two wheelers is a much-debated issue. “Who invented the first
motorcycle?” May seem like a simple question, “safety”, bicycle, i.e., bicycle with front and
rear wheels of the same size, with a pedal crank mechanism to drive the rear wheel. Those
bicycles in turn described from high-wheel bicycles. The high –wheelers descended from an
early type of pushbike, without pedals, propelled by the rider’s feet pushing against the
ground. These appeared around 1800, used iron banded wagon wheels, and were called
“bone-crushers”, both for their jarring ride, and their tendency to toss their riders. Gottiieb
Daimler (who credited with the building the first motorcycle in 1885, one wheel in the front
and one in the back, although it had a smaller spring-loaded outrigger wheel on each side. It
was constructed mostly of wood, the wheels were of the iron-banded wooden-spooked
wagon-type and it definitely had a “bone-crusher” chassis!

FURTHER DEVELOPMENTS:

Most of the developments during the early phase concentrated on three and four-wheeled
design since it was complex enough to get the machines running with out having to worry
about them falling over. The next notable two-wheeler though was the Hildebrand & Wolf
Mueller, patented in Munich in 1894. In 1895, the French firm of DeDion-button built and
engine that was to make the mass production and common use of motorcycle possible. The
first motorcycle with electric start and a fully modem electrical system; the Hence special
from the Indian Motorcycle Company astounded the industry in 1931. Before World War 1,

17 | P a g e
IMC was the largest motorcycle manufacturer in the world producing over 20000 bikes per
year.

INCREASING POPULARITY:

The popularity of the vehicle grew especially after 1910, in 1916; the Indian motorcycle
company introduced the model H racer, and placed it on sale. During World War 1, all
branches of the armed forces in Europe used motorcycles principally for dispatching. After
the war, it enjoyed a sport vogue until the Great Depression began in motorcycles lasted into
the late 20th century; weight the vehicle being used for high-speed touring and sport
competitions. The more sophisticated of a 125cc model. Since then, an increasing number of
powerful bikes have blazed the roads.

HISTORICAL INDUSTRY DEVELOPMENTS:

Indian is the second largest manufacturer and producer to two wheelers in the World. It
stands next only to Japan and China in terms of the number of V produced and domestic sales
respectively. This destination was achieved due to variety of reason like restrictive policy
followed by the government of India towards the passenger bike industry, rising demand for
personal transport, inefficiency in the public transportation system etc. The Indian two-
wheelers industry made a small beginning in the early 50s when Automobile products of
India (API) started manufacturing scooters in the country. Until 1958, API and Enfield were
the sole producers.
The two –wheelers market was opened were opened to foreign competition in the mid-80s.
And the then market leaders-Escorts and Enfield – were caught unaware by the onslaught of
the 100cc bikes of the four Indo- Japanese joint ventures. With the availability of fuel-
efficiency low power bikes, demand swelled, resulting in Hero Honda –then the only
producer of four stroke bikes (100cc category), gaining a top slot.

The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero
Honda brought in the first two-stroke and four-stroke engine motorcycles respectively. These
two players initially started with assembly of CKD Kits, and later on progressed to
indigenous manufacturing.

The industry had a smooth ride in the 50s, 60s and 70s when government prohibited new
entries and strictly controlled capacity expansion. The industry saw a sudden growth in the

18 | P a g e
80s. The industry witnessed a steady of 14% leading to a peak volume of 1.9 mn vehicles in
1990.

In 1990 the entire automobile industry saw a drastic fall in demand. This resulted in a decline
of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Barring
Hero Honda, all the major producers suffered from recession in FY93 and FY94. Hero
Honda showed a marginal decline in 1992.

The reason for recession in the sector were the incessant rise in fuel prices, high input costs
and reduced purchasing power due to significant like increased production in 1992, due to
new entrants coupled with recession in the industry resulted in companies either reporting
losses or a fall in profits.

ABOUT INDIA YAMAHA MOTORS PVT LTD

Yamaha Motor made its initial foray into India in 1985 as a joint-venture. In August
2001, it 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
India Yamaha Motor Private Limited (IYM).

IYM's manufacturing facilities comprise of 3 State-of-the-art Plants at Surajpur (Uttar

Pradesh), Faridabad (Haryana) and Kanchipuram (Tamil Nadu). The infrastructure at
these plants supports production of two-wheelers and parts for the domestic as well as
overseas markets.

IYM is highly customer-driven and has a country-wide network of over 2,200 customer
touch-points including 500 dealers. Presently, its product portfolio includes Sports
models such as YZF-R3 (321 cc), YZF-R15 version 2.0 (149 cc), YZF-R15S (149 cc);
Blue-Core Technology enabled models such as FZ-S FI (Fuel-Injected, 149 cc), FZ FI
(Fuel-Injected, 149 cc), Fazer FI (Fuel-Injected, 149 cc), SZ-RR version 2.0 (149 cc),
Saluto (125 cc), Saluto RX (110 cc), Fascino (113 cc), Cygnus Alpha (113 cc), Cygnus
Ray Z (113 cc), Cygnus Ray ZR (113 cc) as well as imported models comprising of MT-
09 (847cc), VMAX (1,679 cc), YZF-R1M (998 cc) and YZF-R1 (998 cc).

The other Yamaha Motor Group Companies in India include:

Yamaha Motor India Pvt. Ltd. (YMI) is a 100% subsidiary of YMC and functions as the
regional headquarters and corporate control body of India business operations for YMC.
19 | P a g e
YMI is responsible for Corporate Planning & Strategy, Business Planning & Business
Expansion and Quality & Compliance Assurance of Yamaha India Business.

Yamaha Motor India Sales Pvt. Ltd. (YMIS) is a 100% subsidiary of YMC and supports
IYM to market and sell its motorcycles & scooters in domestic as well as export markets.

Yamaha Motor Research & Development India Pvt. Ltd. (YMRI) is a 100% subsidiary
of YMC and has been established by YMC to provide R&D and Product development
services to IYM for its domestic as well as export markets. YMRI is the fifth overseas
R&D headquarters for Yamaha Motor Group following Italy, Taiwan, China, and
Thailand.

Paving the Road to Yamaha Motor Corporation

"I want to carry out trial manufacture of motorcycle engines." It was from these words
spoken by Genichi Kawakami (Yamaha Motor's first president) in 1953, that today's
Yamaha Motor Company was born.

"If you're going to do something, be the best."

Genichi Kawakami

Genichi Kawakami was the first son of Kaichi Kawakami, the third-generation president
of Nippon Gakki (musical instruments and electronics; presently Yamaha Corporation).
Genichi studied and graduated from Takachiho Higher Commercial School in March of
1934. In July of 1937, he was the second Kawakami to join the Nippon Gakki Company.
He quickly rose to positions of manager of the company's Tenryu Factory Company
(musical instruments) and then Senior General Manager, before assuming the position of
fourth-generation President in 1950 at the young age of 38.

20 | P a g e
In 1953, Genichi was looking for a way to make use of idle machining equipment that
had previously been used to make aircraft propellers. Looking back on the founding of
Yamaha Motor Company, Genichi had this to say "While the company was performing
well and had some financial leeway, I felt the need to look for our next area of business.
So, I did some research." He explored producing many products, including sewing
machines, auto parts, scooters, three-wheeled utility vehicles, and motorcycles. Market
and competitive factors led him to focus on the motorcycle market. Genichi actually
visited the United States many times during this period.

When asked about this decision, he said, "I had my research division chief and other
managers visit leading motorcycle factories around the country. They came back and
told me there was still plenty of opportunity, even if we were entering the market late. I
didn't want to be completely unprepared in this unfamiliar business so we toured to
German factories before setting out to build our first 125cc bike. I joined in this tour
around Europe during which my chief engineers learned how to build motorbikes. We
did as much research as possible to insure that we could build a bike as good as any out
there. Once we had that confidence, we started going."

"If you are going to make it, make it the very best there is." With these words as their
motto, the development team poured all their energies into building the first prototype,
and ten months later in August of 1954 the first model was complete. It was the Yamaha
YA-1. The bike was powered by an air-cooled, 2-stroke, single cylinder 125cc engine.
Once finished, it was put through an unprecedented 10,000 km endurance test to ensure
that its quality was top-class. This was destined to be the first crystallization of what has
now become a long tradition of Yamaha creativity and an inexhaustible spirit of
challenge.

The first Yamaha motorcycle... the YA-1

21 | P a g e
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. Staffed by 274
enthusiastic employees, the new motorcycle manufacturer built about 200 units per
month.

That same year, Yamaha entered its new YA-1 in the two biggest race events in Japan.
They were the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In these
debut races Yamaha won the 125cc class and the following year the YA-1 won again in
both the Light and Ultra-light classes of the Asama Highlands Race.

By 1956, a second model was ready for production. This was the YC1, a 175cc single
cylinder two-stroke. In 1957 Yamaha began production of its first 250cc, two-stroke
twin, the YD1.

Based on Genichi's firm belief that a product isn't a product until it can hold it's own
around the world, in 1958 Yamaha became the first Japanese maker to venture into the
international race arena. The result was an impressive 6th place in the Catalina Grand
Prix race in the USA. News of this achievement won immediate recognition for the high
level of Yamaha technology not only in Japan but among American race fans, as well.
This was only the start, however.

The first Yamaha to compete in America(1957)

Yamaha took quick action using the momentum gained in the USA and began marketing
their motorcycles through an independent distributor in California. In 1958, Cooper
Motors began selling the YD-1 250 and the MF-1 (50cc, two-stroke, single cylinder, step
through street bike). Then in 1960, Yamaha International Corporation began selling
motorcycles in the USA through dealers.

22 | P a g e
With the overseas experiences under his belt, in 1960, Genichi then turned his attention
to the Marine industry and the production of the first Yamaha boats and outboard
motors. This was the beginning of an aggressive expansion into new fields utilizing the
new engines and FRP (fiberglass reinforced plastic) technologies. The first watercraft
model was the CAT-21, followed by the RUN-13 and the P-7 123cc outboard motor.

In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by

developing the Auto lube System. This landmark solution was a separate oil injection
system for two-stroke models, eliminating the inconvenience of pre-mixing fuel and oil.

Yamaha was building a strong reputation as a superior manufacturer which was reflected
in its first project carried out in the new Iwata, Japan Plant, built in 1966. (The YMC
headquarters was moved to Iwata in 1972.) Toyota and Yamaha teamed up to produce
the highly regarded Toyota 2000 GT sports car. This very limited edition vehicle, still
admired for its performance and craftsmanship, created a sensation among enthusiast in
Japan and abroad.

Genichi said, "I believe that the most important thing when building a product is to
always keep in mind the standpoint of the people who will use it." An example of the
commitment to "walking in the customers' shoes" was the move in 1966 by Yamaha to
continue its expansion. Overseas motorcycle manufacturing was established in Thailand
and Mexico. In 1968, the globalization continued with Brazil and the Netherlands. With
manufacturing bases, distributors and R&D operations in a market, Yamaha could be
involved in grassroots efforts to build products that truly met the needs of each market
by respecting and valuing the distinct national sensibilities and customs of each country.
Yamaha continues that tradition, today.

By the late 1960s, Yamaha had quality products that had proven themselves in the global
marketplace based on superior performance and innovation. Distribution and product
diversity were on the right track. But Genichi knew that beyond quality, success would
demand more. He had this view on the power of original ideas. "In the future, a
company's future will hinge on ideas over and above quality. Products that have no
character, nothing unique about them, will not sell no matter how well made or
affordable and that would spell doom for any company."

23 | P a g e
He also knew that forward vision, walking hand in hand with original ideas, would
create an opportunity for the company and its customers that could mean years of
happiness and memorable experiences. Genichi said, "In the business world today, so
many people are obsessed with figures. They become fixated on the numbers of the
minute and without them are too afraid to do any real work. But in fact, every situation is
in flux from moment to moment, developing with a natural flow. Unless one reads that
flow, it is impossible to start out in a new field of business. "A real-world illustration of
this belief is the Yamaha DT-1. The world's first true off-road motorcycle debuted in
1968 to create an entirely new genre we know today as trail bikes. The DT-1 made a
huge impact on motorcycling in the USA because it was truly dirt worthy. Yamaha
definitely "read the flow" when it produced the 250cc, single cylinder, 2-stroke, Endure
that put Yamaha On/Off-Road motorcycles on the map in the USA. The DT-1
exemplified the power of original ideas, forward vision, and quick action coupled with
keeping in mind the customers' desires.

In years to come Yamaha continued to grow (and continues to this day). Diversity
increased with the addition of products including snowmobiles, race kart engines,
generators, scooters, ATV's, personal watercraft and more. Genichi Kawakami set the
stage for Yamaha Motor Company's success with his vision and philosophies. Total
honesty towards the customer and making products that hold their own enables the
company that serves people in thirty-three countries, to provide an improved lifestyle
through exceptional quality, high performance products.

Genichi Kawakami's history with Yamaha was long and rich. He saw the new corporate
headquarters in Cypress, California and the 25th Anniversary of Yamaha become 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.

24 | P a g e
CORPORATE SOCIAL RESPONSIBILITY POLICY

Corporate Social Responsibility (CSR) is strongly connected with the principles of

sustainability; an organization should take decisions based not only on financial factors,
but also on the social and environmental consequences. Therefore, it is the core
corporate responsibility of India Yamaha Motor Private Limited (hereinafter referred to
as "the Company") to practice its corporate values through its commitment to grow in a
socially and environmentally responsible way, while meeting the interests of its
stakeholders.

CSR is the continuing commitment by business to perform ethically and contribute to

economic development while improving the quality of life of the workforce and their
families as well as of the local community and society at large. CSR is clearly on
capacity building, empowerment of communities, inclusive socio-economic growth,
environment protection, promotion of green and energy efficient technologies,
development of backward regions, and upliftment of the marginalized and under-
privileged sections of the society.

As a corporate entity, the Company recognizes that its business activities have wide
impact on the societies in which it operates, and therefore an effective practice is
required giving due consideration to the interests of its stakeholders including
shareholders, customers, employees, suppliers, business partners, local communities and
other organizations. The Company endeavour to make CSR a key business process for
sustainable development. The Company is responsible to continuously enhance
shareholders wealth and it is also committed to its other stakeholders to conduct its
business in an accountable manner that creates a sustained positive impact on society.
The Company is committed towards aligning with nature; and has adopted eco-friendly
practices.

Essentially, CSR, which is deliberate inclusion of public interest into corporate decision
making by undertaking different projects for development of society, has the potential of
contributing significantly in the long run to socio-economic growth in the backward
regions and other sections of the society. The emerging concept of CSR goes beyond
charity and requires the Company to act beyond its legal obligations and to integrate
social, environmental and ethical concerns into the Company's business process.
25 | P a g e
In April 2013, IYM established 2 functionally independent entities namely Yamaha
Motor India Sales Pvt. Ltd. (YMIS) that will cater to the sales and marketing needs of
the company and Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) that
is intended to increase Yamaha's manufacturing competitiveness through the
establishment of an R&D headquarters in India.

CSR does not emanate directly from external demands but from organizationally
embedded processes. These processes prompt the organization to view its relationships
with stakeholders in a different perspective, which in turn influences its engagement
with them. The Board of Directors of the Company has devised social responsible
business practices under the general rules issued by the Ministry of Corporate Affairs for
compulsory implementation of CSR activities.

AREAS TO BE COVERED UNDER CSR POLICY

The Company is vigilant in its enforcement towards corporate principles and is

committed towards sustainable development and inclusive growth. The Company
constantly strives to ensure strong corporate culture which emphasizes on integrating
CSR values with business objectives. It also pursues initiative related to quality
management, environment preservation and social awareness. Arising from this the
focus areas that have emerged are Education, Health Care, Sustainable Livelihood,
Infrastructure Development, and Espousing Social Causes.

The vision of the Company is "to actively contribute to the social and economic
development of the communities in which it operates". In so doing build a better,
sustainable way of life for the weaker sections of society and raise the country's human
development index.

To attain its CSR objectives in a professional and integrated manner, followings are the
activities which shall be carried out by the Company, in accordance with the provisions
of Section 135 of the Companies Act, 2013 (hereinafter referred to as "the Act"),
Schedule VII of the Act and the Companies (Corporate Social Responsibility Policy)
Rules, 2014 (hereinafter referred to as "the Rules"):

 Eradicating hunger, poverty and malnutrition, promoting preventive health care

and sanitation and making available safe drinking water;

26 | P a g e
  Promoting education, including special education and employment enhancing
vocational skills especially among children, women, elderly and the differently
abled and livelihood enhancement projects;
 Promoting gender equality, empowering women, setting up homes and hostels
for women and orphans; setting up old age homes, day care centers and such
other facility for senior citizens and measures for reducing inequalities faced by
socially and economically backward groups;
 Ensuring environmental sustainability ecological balance, protection of flora and
fauna, animal welfare, agroforestry, conservation natural resources and
maintaining quality of soil, air and water;
 Protection of national heritage, art and culture including restoration of buildings
and sites of historical importance and works of art, setting up public libraries;
promotions and development of traditional arts and handicrafts; sports and
Olympics sports;
 Measures for the benefit of armed forces veterans, war widows and their
dependents;
 Training to promote rural sports, nationally recognized sports, Paralympics sports
and Olympics Sports;
 Contribution to the Prime Minister's National Relief Fund or any other fund set
up by the Central Government for socio-economic development and relief and
welfare of the scheduled castes, the schedules tribes, other backward classes,
minorities and women;
 Contribution to funds provided to technology incubators located within academic
institutions which are approved by the Central Government;
 Rural development projects;
 Any other project, welfare activity in line with the aims and objectives specified
above and within the ambit of the provisions of Section 135 of the Act read with
the Rules, and duly approved by the Board of Directors of the Company;

As a part of CSR strategy, in line with the aims and objectives specified above, the scope
of CSR activities would cover the following areas:

 Education;
 Health;

27 | P a g e
  Drinking Water/ Sanitation;
 Environment;
 Community Development and Social Empowerment;
 Generation of employment opportunities and livelihood;
 Any other activity as may be identified by Board of Directors.

IMPLEMENTATION OF CSR

The CSR Committee so appointed by the Board of directors of the Company shall
monitor and ensure undertaking of activities as planned in accordance with this policy
for the community at large. The activities would be taken up in a project mode with
milestones and deadlines.

ALLOCATION OF FUNDS

The Company shall spend in every financial year at least 2% of the average net profits of
the Company made during the three immediately preceding financial years in accordance
with the provisions of sub section (5) of section 135 of the Act.

The CSR Committee will be responsible for monitoring and supervision of utilization of
funds in accordance with the applicable provisions of the Act read with the Rules,
towards the projects/ activities identified under this CSR policy.

If the amount transferred remains unutilized, it will not lapse and will be carried over to
the next year which will accumulate in non-lapsable pool;

Allocation to CSR Fund can be increased on the recommendation of the CSR Committee
and with the approval of the Board of Directors of the Company.

ABOUT YAMAHA MOTOR INDIA SALES PRIVATE LIMITED

Yamaha Motor India Sales Pvt Ltd is a wholly owned subsidiary of Yamaha Motor Co,
Ltd, Japan. Its product range includes Gladiator, G5 in the standard segment and Crux and
Crux S in the basic segment.

28 | P a g e
Holding aloft the spirit of commitment to customer satisfaction – Yamaha Motor India
Sales Pvt Ltd is enriching lives of people with the same ingenuity and enthusiasm as its
parent company - Yamaha Motor Corporation, Japan.
Having operated in India as technology provider for almost two decades, YMI was
incorporated in August 2001 as 100'% subsidiary of YMC, Japan. Since then we have been
in the process of redefining our business processes and extending the awe and power
associated with the legacy of the Yamaha Group.
Adhering to our Corporate Mission - "Creating Kando - Touching Your Heart" we are
striving to touch every Heart across the length and breadth of India

Yamaha has a Motivated Employee Force and our employees are “Proud to be member of
Yamaha family”.We at Yamaha give emphasis to Transparency & Team-Based culture.
Our workforce is Focused & Target Oriented. Yamaha is a Cohesive & Dynamic
Organization, where people are given authority and empowerment and people have
Ownership of the Job. They are accountable for Results
Yamaha is a Cohesive & Dynamic Organization, where people are given authority and
empowerment and people have Ownership of the Job. They are accountable for Results.
We believe in Continuous learning through a systematic Training & Education

29 | P a g e
process.Career Planning is a part of the corporate culture. Track for career is kept for all the
employees.Our Philosophy is people is 90% business.

SOME OF YAMAHA BIKES

crux

G5

GLADIATOR

30 | P a g e
ALBHA

MT01

31 | P a g e
GLADIATOR

YZF15

Designation Appointment Date

RIUJI KAWASHIMA Director

32 | P a g e
NORIYUKI MORIYAMA Wholetime Director

HITOSHI INAGAKI Director

TAKASHI TERABAYASHI Managing Director

TORU YAMAGUCHI Director

HIROYUKI SETO Director

MOTOFUMI SHITARA Managing Director

YASUTAKA SUZUKI Director

YUKIHIKO TADA Director

HIROAKI FUJITA Director

TATSUO HIRASE Director

MANAGEMENT TEAM

OPAL MOTORS (P) LTD - CONQUERING GREATER HEIGHTS

Opal motors, in mythology, is an enchanting bird and a symbol of immortality. Taking this
is an inspiration, we, at opal motors, set-out to chart new frontiers. And we have done so in
style, with a track record that speaks for itself. We ensure maximum customer satisfaction,
while maintaining the success streak that is unparalleled.

Our distinction: One of the largest authorized dealers for Yamaha motors.

Partners in progress: We are the preferred partners of Yamaha motors, chiefly due to our
successful sales record and quality. Our facilities have remained unsurpassed, as we strive
every day to better our selves.

33 | P a g e
Commanding presence: The opal motors showroom is spread over a impressive 7,300sq.ft.
It is a symbol of our vision to be the best in every sphere and offer the same to our
customers.

Space friendly: The interiors are aimed at making you feel completely at ease, in luxury.
Because for us the customer is king, one who deserves a regal offering. The setting is
opting for times when you need to switch into a relaxed staff of mind.

Technology to stay ahead: We are equipped with the latest technology advancement in the
industry. In order to give the best of service when it matters. Not just to be a part of, but to
build the future, is also our motto.

Service with commitment: Our dedicated team of mechanical specialties offers expert
treatment for your vehicle. We ensure consistency in performance each time, without fail.
Attention to details: We provide genuine spare parts and accessories to ensure exceptional
performance. Every single aspect related to your vehicle is taken care of at our premises.

Dealing made convenient:It is part of our commitment policy to give advantage to the
customer at every juncture. We offer assistance of every kind at our premises itself, which
makes it a one stop facility. Expert guidance at every step: Our sales team gives most
priority to your satisfaction. When you need help to make the right choice, it is ensured that
the results are beyond your expectations. Thus making it a point that get the best in both
luxury and comfort always.

Vision
We consistently deliver best-fit global IT services & solutions to improve client’s
competitive advantage.

Mission
We are committed as a world-class team to provide total IT solutions, creating value and
surpassing client’s expectations.

Core Values
34 | P a g e
 Commitment
 Innovation
 Teamwork
 Transparency
 Knowledge
 Integrity

CHAPTER-IV
DATA ANALYSIS & INTERPRITATION

35 | P a g e
 1. Which model do you own?

Number of samples: 50

Rx 100 10
Crux 5
Crux r 5
Libero 4
Alba 6
G5 8
Gladiator 12

Graph 1

12
10
8
6
Series1
4
2
0

INTERPRETATION:
36 | P a g e
10% of customers own Yamaha RX100,
5% of customers own Yamaha CRUX,
5% of customers own Yamaha CRUX R,
4% of customers own Yamaha LIBERO,
6% of customers own Yamaha ALBA,
8% of customers own Yamaha G5,
12% of customers own Yamaha GLADIATOR

2. How did you know about the product?

Number of samples 50

Media advertisement 30
Friends 5
Hoardings 10
Others 5

Graph 1

35

30

25

20
Series1
15

10

0
MA FRIENDS HOARDINGS OTHERS

37 | P a g e
INTERPRETATION:
5% of the respondents know about this product through friends.
10% of the respondents know about this product through hoardings.
30% of the respondents know about this product through media advertising.
5% of the respondents know about this product through others.

3. Since how long have been using it?

Sample size: 50

<1 year 10
1-3 years 25
3-5 years 10
>5 years 5

Chart 3

38 | P a g e
 25

20

15
Series1
10

0
<1yr 1-3yrs 3-5yrs >5yrs

INTERPRETATION:
10% of the respondents have been using less than 1 year,
25% of the respondents have been using 1 to 3 years,
10% of the respondents have been using 3 to 5 years,
5% of the respondents have been using more than 5 years.

4. Who inspired you to buy the particular bike?

Number of samples 50

Friends 25
Mechanic 10
Family decision 15

Graph 2

39 | P a g e
 25

25

20 15

15 10
Series1
10

0
Friends Mechanic Family
decision

INTERPRETATION:
25% of the respondents purchase this bike referred through friends.
15% of the respondents purchase this bike referred through family decision.
10% of the respondents purchase this bike referred through mechanic.

5. What were the aspects that you look in for purchasing a bike?

Sample size: 50

Price 10
Speed 4
Mileage 16
Style and looks 5
Brand 10
After sale service 5

40 | P a g e
INTERPRETATION:
10% of the respondents considering price,
4% of the respondents considering speed,
16% of the respondents considering mileage,
5% of the respondents considering style and looks,
10 % of the respondents considering brand,
5 % of the respondents considering service after

6. How do you rate the price of the bike you preferred?

Sample size: 50

Low 12
Reasonable 30
High 8

Chart 6

41 | P a g e
 8
12

Low
Reasonable
High

30

INTERPRETATION:
12% of the respondents said that prices are low,
30% of the respondents said that prices are reasonable,
08% of the respondents said that prices are high.

7. Are you satisfied with the performance of the bike?

Number of samples 50

Yes 40
No 10

Graph 7

42 | P a g e
 INTERPRETATION:
40% of the customers have satisfied with bike performance.
10% of the customers have satisfied with bike performance.

8. How is the behavior of the sales person at your first visit?

Number of samples: 50

Good 30
Ok 15
Irresponsible 5

43 | P a g e
Graph 8

Series1

Irresponsible

15
Ok

30
Good

0 10 20 30 40

INTERPRETATION:
30% of the respondents feel that the behavior of the sales person is good.
15% of the respondents feel that the behavior of the sales person is ok
5% of the respondents feel that the behavior of the sales person is irresponsible.

9. Are the service promised by the company has been fulfilled?

Number of samples: 50

Yes 40
No 10

44 | P a g e
 Graph 9

YES
NO

INTERPRETATION:
40% of the respondents feel that the services promised by the company have been fulfilled.
10% of the respondents feel that the services promised by the company have been fulfilled.

10. How does the company respond to your complaints?

Number of samples: 50

Quick 10
Relay 30
Ignore 10

45 | P a g e
 Graph 10

10 10

Quick
Relay
Ignore

30

INTERPRETATION:

30% of the customers feel that the company relays to respond towards the complaints.
10% of the customers feel that the company responds quickly towards the complaints.
10% of the customers feel that the company ignores to respond towards the complaints.

11. Are you satisfied with mileage of the bike?

Number of samples: 50

Yes 45
No 5

46 | P a g e
Graph 11

Yes
No

45

INTERPRETATION:

45% of the customers are satisfied with the performance and mileage of the bike and
05% of the customers are not satisfied with the performance and mileage of the bike.

12. Are you satisfied with the availability of spare parts?

Sample size: 50

Satisfied 38
Not satisfied 12

47 | P a g e
 Chart 12

12

Satisfied
Not satisfied

38

INTERPRETATION:

38% of the respondents satisfied with the availability of spare parts,

12% of the respondents not satisfied with the availability of spare parts,

13. How do you rate the price of the spare parts?

Sample size: 50

Low 5
Affordable 30
High 15

48 | P a g e
Chart 13
35

30

25

20
Series1
15

10

0
Low Affordable High

INTERPRETATION:

05% of the respondents rate the price of the spare parts low,
30% of the respondents rate the price of the spare parts affordable,
15% of the respondents rate the price of the spare parts as high.

49 | P a g e
14. Would like to recommend the dealership?

Number of samples: 50

Yes 10
No 40

Graph 14

40
40

35

30

25

20 Series1

15
10
10

5
0
Yes No

INTERPRETATION:

40% of the customers are not like to the recommendation of dealership and
10% of the customers accept the recommendations because customers are have to take
the bike of his own or family decisions.

50 | P a g e
 15. How do you rate the Yamaha bikes?

Number of samples: 50

Mileage 15
Style 10
Pickup 20
Service 5

Graph 15

Mileage
Style
Pickup
Service

INTERPRETATION:
20% of the customers like the mileage
15% of the customers like the style
10% of the customers like the pickup of the bike
5% of the customers like the service
When compares to other bikes its pickup is good to the performance.

51 | P a g e
 CHAPTER-V
FINDINGS
SUGGESTIONS
CONCLUSION

52 | P a g e
FINDINGS
Most of the respondents are happy with Yamaha bikes and most economical.
Majority of the respondents said that Yamaha Bike is environment friendly and from the
survey it can be concluded that Yamaha is more suitable to those people who travel a lot.
Respondent have rated the Yamaha Motors preferred choice in the team of style, pickup,
Bajaj and YAMAHA Honda motors has the most prefer choice in the term of mileage, TVS
motors has most preferred choice in term of maintenance .
Many said that the price of Yamaha Bikes is reasonable, while some said its costly.
It is also concluded that there is a status symbol attached to the bike.
The study revealed that while choosing a particular brand gave most importance’s give to
style, mileage, and pickup and performance and has per the study the Yamaha is the leader
is all these aspects.
The conclusion of the study is that customers while choosing a particular product give at
most importance to income, age, education,life, style, mileage, pickup, resale value and
maintenance. As per the study the Yamaha is the leader in these aspects. Majority
customers while choosing a particular dealer give utmost importance to OPAL Motors is
the preferred choice of respondents.
The study has revealed that customers while choosing a particular financier give utmost
importance to the easy and quick processing and friendly interest rates. The ICICI provide
to its valuable customers and it is the leading financier in the finance of two wheelers.

53 | P a g e
SUGGESTIONS
1. As the sales persons are lacking the knowledge to explain the background of the
company and the product features, to improve skills of sales persons the company
has to conduct sine rating programs.
2. Though the company has become popular through its advertising campaign in the
print media, it is suggested to the organizations, to pay a little attention to wards the
advertisement campaign through cinema slides at least in the selected theatres for
long run.
3. Presently the company is providing credit facility only for government employees.
To increase sales it is recommended to provide credit facility for private employees
and businessmen.
4. To attract customers it is suggested for company to invest more in advertising
programs through print media, billboards, TVads and etc.
5. Since all customers has satisfied with after sales provided by the company, so the
company has to maintain same standards regarding after sales service to retain the
customers.
6. The organization has to develop advertising programs to create awareness about
latest models.

54 | P a g e
CONCLUSION
 At present Bike sales are high due to their better service providing
factor and rectifying problems.

 Checking complaints have now become the first priority of the

company, for that they install call centers to rectify those problems.

 Being in the market of hype competition car companies making

brand positioning of their models. They used to put free test camps and
use actors and actresses, even fashion models in the Auto Expo events.

 Bikes are launching their new models with variant colours to make
the consumer feel free from the choices.

 Product delivery should be in time.

 People only buy a product of a particular brand if there is a brand
value of company. Company should maintain its brand value.
 All the commitments should be fulfilled in time.

55 | P a g e
QUESTIONNAIRE
Sample survey on customer satisfaction in
NAME : AGE :
OCCUPATION : E-MAIL :
ADDRESS : Phone no :

1. Which model do own?

a) Rx 100
b) Crux
c) Crux R
d) Libero
e) Alba
f) G5
g) Gladiator

2. How did u know about this product?

a) Media Advtg
b) Friends
c) Hoardings
d) Others

3. Since how long you have been using it?

a) <1 year
b) 1-3 years
c) 3-5 years
d) >5 years

56 | P a g e
 4. Who inspired you to buy these particular bikes?
a) Friends
b) Mechanic
c) Family decision
d) Others

5. What were the aspects that you look in for purchasing a bike?
a) Price
b) Speed
c) Mileage
d) Style and looks
e) Brand
f) After sale service

6. How do you rate the price of the bike you preferred?

a) Low
b) Reasonable
c) High

7. Are you satisfied with the performance of the bike?

a) Yes
b) No

8. How is behavior of the sales person at your first visit?

a) Good
b) Ok
c) Irresponsible

57 | P a g e
9. Are the service promised by the company has been fulfilled?
a) Yes
b) No

10. How does the company respond to your complaints?

a) Quick
b) Relay
c) Ignore

11. Are you satisfied with mileage of the bike?

a) Yes
b) No

12. Are you satisfied with the availability of spare parts?

a) Satisfied
b) Not satisfied

13. How do you rate the price of the spare parts?

a) Low
b) Affordable
c) High

14. Would you like to recommend the dealership?

a) Yes
b) No

15. How do you rate the YAMAHA bikes?

a) Mileage
b) Pickup
c) Style
d) Service

58 | P a g e
 BIBILOGRAPHY

59 | P a g e
 BOOKS
TITLE NAME AUTHOR NAME
 MARKETING MANAGEMENT - PHILIP KOTLER

 FINANCIAL MANAGEMENT - PRASANNA CHANDRA

 INVENTORY MANAGEMENT - BHAGIRATH SINGH.

 MARKETING RESEARCH : GC BERI

 MARKETING MANAGEMENT : PHILIP KOTLER

 PRINCIPLES OF MARKETING : PHILIP KOTLER

 PRINCIPLES OF MARKETING -PHILIP KOTLER

 MARKETING RESEARCH - G.C. BERRY

WEB SITES:
 www.google.com
 www.yamahamotorsindia.com
 http://www.business-standard.com/india/news/the-wondercars/352657/
 http://www.merinews.com/catfull.jsp?articleid=141571
 http://www.automobileindia.com/cars/small-cars/
 wikipedia
 www.cardekho.com

MAGZINES & JOURNALS

 Business World (Magazine)
 Information from Brochures
 Leading newspapers
 International Journal of Electronic Customer Relationship
 International Journal of Business and Social Science. Vol. 2 No. 10
 Journal of the Academy of Marketing Science, 28 (1)
 International Journal of Customer Relationship Marketing and Management (
IJCRMM): 1947-9247, 1947-9255: Business IS&T Journals.
 International Journal of Computer Science and Network Security, 10(12)

60 | P a g e