INTRODUCTION

In India consumer durable industry has witnessed considerable changes over few years.
Consumer durable includes any type of product purchased by consumers that is manufactured
for long term use.

Consumer buying behavior is the sum total of a consumers attitude, preferences, intentions
and decision regarding the consumer behavior in the market place, when purchasing a
product or service according to Peter d Bennett “consumer buying behavior refer to the action
and decision process of people who purchases goods and services for personal consumption.”

Consumer develop buying behavior with an intention which is motivated by various factors
when it comes to know non durable goods the consumer usually purchase based on the
loyalty towards the product, where as when compared to the durable goods it becomes a
process which involves various process like attitude, non subjective norms and perceived
behavior controls

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1. STATEMENT OF PROBLEM
This project will undertaken to know the consumers behavior towards Yamaha Ray Z.
also through this project awareness that which factors affected on the selling of
Yamaha Ray Z. The study will helps kambra motors to know the most popular way by
which they are providing services and the quality to the customer’s perception.

2. OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:-
* To find consumer behavior towards purchase of Yamaha Ray Z.

SECONDARY OBJECTIVE:-
* To know reason for purchasing specific brand.
* To find out brand awareness among consumers.
* To identify the factors which influence on consumers decisions.

3. IMPORTANCE OF THE STUDY

The main importance of the study is to give a detailed idea to Kambra Motors about
consumer’s behavior towards Yamaha Ray Z. The study helps business manager,
sales person and marketers in the following way;
● To design the best possible product or service that the fully satisfies consumer’s
needs and demands.
● To decide where the service or product would be made available for easy access
of consumers.
● To decide the price at which the consumers would be the ready to buy that product
or service.
● To increase the knowledge of sales person influence consumer to buy product
● Helps to optimize sale of product and focused marketing strategies.

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4. SCOPE OF THE STUDY
● The study covers consumers behavior of Yamaha ray Z at Kambra Motors aripra.
● It aims to know the buying behavior of people to purchase of Ray Z
● The study has been carried out among 50 samples of Kambra Motors
● The study is limited to one month duration and it tries to emphasis on the
consumers behavior towards Yamaha Ray Z at Kambra Motors
● This study will help the company to make suitable plans for the promotion of rayz

5. RESEARCH METHODOLOGY

RESEARCH DESIGN:-
The study adopted descriptive research design. Descriptive design is one which gives
a snapshot of the prevailing environment. Descriptive research is also known as
statistical research, describes data and characteristics about the population or
phenomenon being studied. Descriptive research answer the questions who, what,
where, when and how.

SAMPLE SIZE:-
Sample size is the number of consumers selected for the study. In this study data were
collected from 50 respondents selected through convenience sampling.

DATA COLLECTION METHOD:-

 Primary Data:
The primary data need for the study was collected from the individuals by personal
contact using a well structured questionnaire.

 secondary Data:
The secondary data collected from published sources like research report, investment
etc.

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6. TOOLS USED FOR THE STUDY
Data required for the study was collected through the structured questionnaire
prepared.

For Analysis
 Table and Chart
 Bar Diagram
 Pie Diagram
 Line Diagram

7. PERIOD OF THE STUDY

The study was conducted for a period of 21 days, that is 26 December 2017 to 15
January 2018 at Kambra Motors aripra

8. LIMITATION OF THE STUDY

● The period of study is limited
● Number of samples is limited
● Respondents are not giving the actual information
● Lack of experience of the research

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 REVIEW OF LITERATURE

The researcher made an attempt to collect information from the prior researches and relevant
studies conducted in the area of consumer behavior and buying preference so that the
important variable for the study could be identified and analyzed. The review of literature has
been presented in a summarized and precise manner.

Karunik and Schiffman: The book highlights dynamic business environment is turbulent as
never before and the service industry as promising as never before. On this area of intense
competition companies understand the customer is the king in the market and success
depends a lot on the efficiency of the managers in delivering the promised product or
services. The responsibility lies on the organization to develop a culture, ethics,
responsibility, value and quality services should be offered to achieve higher level of
customer satisfaction. Dynamic consumer behavior is required to analyses various factors
affecting consumer purchase decision directly or indirectly.

Hawkins, Best, Coney and Mokherjee: The authors of the book discussed various factors
affecting consumer behavior for buying such as demographic and social influences (family
and household), group influence, impact of advertising and internal influences(learning,
perception, attitude etc.)

Betra and Kazmi: The book has described consumer decision making process, buyers black
box$ and importance of consumer behavior studies for marketers in order to understand what
satisfy the ultimate consumer. The book described vital characteristics of Indian consumer
and competitive advantages in Indian context for the marketers. The consumer decision
process, buying roles and consumer black box are discussed in detail. The various steps in
consumer decision making are linked with the life stages. Young buyers, women and children
considered as uprising consumers groups as a part of competitive market situations.

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Bitta and Della: The authors proposed that consumer behavior studies play an important role
in deciding marketing segment and marketing strategies. The authors recommended that
consumer is often studied because certain discussions are significantly affected by their
behavior or expected actions. For this reason such consumer behavior is said to be an applied
discipline. Such applications can exist at two levels of analysis. Market segmentation,
consumer decision making and buying behavior is considered as core marketing activities in
designing effective marketing strategies. The micro perspective involves consumers for the
purpose of helping a firm or organization to accomplish its objectives. On the other hand
macro or societal perspective consumers collectively influence economic and social
conditions within an entire society. The authors discussed factors affecting consumer
behavior at micro and macro level for making a purchase decision.

Leslie and Schiffman: The authors suggested consumer behavior as individual differs as
from group. The family decision for a purchase decision is entirely different from individual
decision making. The authors discussed various variables that affect consumer purchase
decision. The book focused on family life cycle and various needs of consumer during
different life stages. The family decision making process as a group decision making is
elaborated and it is recommended to segment the market according to family need hierarchy.

Philip Kotler: The customer is always considered as a core of business activity. Author
discussed in this book that marketing is only one factor in attracting and keeping customers.
Peter F. Drucker observed that a company’s first task is to create customers. Customer
estimate will deliver the most value. The book highlighted consumer decision making process
and buying roles. The book considered customers as value maximize within the bounds of
search costs, limited knowledge, mobility and income.

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Zeithaml and Bitner: The book emphasized on various ingredients of services marketing
such as consumer behavior in services, services designs and standards, delivering and
performing service and managing service promises. The book focused on various challenges
and issues of service marketing, the GAPS model of service quality and customer defined
service standards. The book discussed service quality models and service preference models
in detail. The book also recommended uniformity in quality standards should be
implemented.

Lovelock: The book is emphasized on advancements and challenges in service marketing.

The book discussed role of consumer in designing services, delivering and performing quality
service to the customers for deriving customer satisfaction. The book focused on complexity
of designing service marketing strategies and establishing service standards. Various threats
and challenges in designing service marketing strategies have been discussed with required
solutions in turbulent marketing situations.

Lovelock and J. Writz: The book emphasized on service marketing as a broad area and
places marketing issues within a broader general management context while offering a
balanced focused on close ties that link marketing, operations and human resource marketing.
It also relates the understanding of consumer behavior function to develop appropriate
marketing strategy. Service triangle, future of services and service marketing strategies are
discussed in this book with detailed explanation of service quality model.

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 THEORETICAL FRAME WORK

CONSUMER BUYING BEHAVIOR

The main aim of marketing is meeting and satisfies target customers needs and wants. Buyer
behavior refers to the peoples or organization conduct activities and together with the impact
of various influences on them towards making decision on purchase of product and service in
a market. Consumer behavior is the study of individuals, groups, organization and the
processes they use to select, secure and dispose of the products, services, experiences, or
ideas to satisfy the needs and the impacts that these processes have on the consumer and the
society. It attempts to understand decision making processes of buyers, as individually and in
groups.

It studies the qualities of individual consumers such as demographic consumer and behavioral
variables in an attempt to understand people’s requirements. It also attempts to measure
influences on the consumer from groups such as family, friends, reference group, and the
public in common.

Definitions of Consumer Behavior

According to Engel, Black well and mansard “consumer behavior is the actions and decision
processes of people who purchased of people who purchase goods and services for personal
consumptions.”

According to Louden and Bitta, “consumer behavior is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services.”

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Characteristics of buying behavior

The major characteristics of the consumer buying behavior are as follows;

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 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
lost.
4) The individual specific behaviors in the market place is effected by internal
factor such as need, motives, perception and attitude as well as by external
environmental influences such as the family, social groups, culture, economics
and business influences.

STEPS IN CONSUMER BUYING BEHAVIOR

1. PROBLEM RECOGNITION

Simply before a purchase can ever take place, the customer must have a reason to believe that
they want to be or how they perceive themselves or a situation is different from they actually
are. The desire is different from the reality-this presents a problem for the customer.

However, for the marketer, this creates an opportunity. By taking the time to “create a
problem” for the customer, whether they recognize that it exists already or not, you are
starting the buying process. To do this, start with content marketing. Share facts and
testimonials of what your product or service can provide. Ask questions to pull the potential
customer in to the buying process. Doing this helps a potential customer realize that they
have a need that should be solved.

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 2. Information search

Once a problem recognized, the customer search process begins. They know there is an issue
and they are looking for a solution. If it’s new makeup foundation, they look for foundation;
if it’s a new refrigerator with all the newest technology thrown in, they start looking at
refrigerators- it’s fairly straight forward.

As a marketer the best way to market to this need is to establish your brand or the brand of
your clients as an industry leader or expert in a specific field. Methods to consider include
becoming a Google Trusted Store or by advertising partnerships and sponsors prominently on
all web material and collaterals.

Becoming a Google Trusted Store, like CJ Pony Parts - a leading dealer of Ford Mustang
parts – allows you to increase search rankings and to provide a sense customer security by
displaying your status on your website. Increasing your credibility markets to the information
search process by keeps you in front of the customer and ahead of the competition.

3. Evaluation of alternatives

Just because you stand out among the competition doesn’t mean a customer will absolutely
purchase your product or service. In fact, now more than ever, customers want to be sure they
have done through research prior to making a purchase. Because of this, even though they
may be sure of what they want, they will still want to compare other options to ensure their
decision is the right one.

Marketing to this couldn’t be easier. Keep them on your site for the evaluation of alternative
stage. Leading insurance provider Geico allows customers to compare rates with other
insurance providers all under their own website – even if the competition can offer a cheaper
price. This not only simplifies the process, it establishes a trusting customer relationship,
especially during the evaluation of alternatives stage.

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 4. Purchase Decision

Somewhat surprisingly, the purchase decision falls near the middle of the six stages of
consumer buying process. At this point, customer has explored multiple options, they
understand pricing and payment options and they are deciding whether to move forward with
the purchase or not. That’s right, at this point they could still decide to walk away. This
means it’s time to step up the game in the marketing process by providing a sense of security
while reminding customers of why they wanted to make the purchase in the first time. At this
stage, giving as much information relating to the need that was created in step one along with
why your brand, is the best provider to fulfill this need is essential.

If a customer walks away from the purchase, this is the time to bring them back. Retargeting
or simple email reminders that speak to the need for the product in question can enforce the
purchase decision, even if the opportunity seems lost. Step four is by far the most important
one in the consumer buying process. This is where profits are either made or lost.

5. Purchase

A need has been created, research has been completed and the customer has decided to make
a purchase. All the stages that lead to a conversion have been finished. However, this doesn’t
mean it’s a sure thing. A consumer could still be lost. Marketing is just as important during
this stage as during the previous.

Marketing to this stage is straightforward: keep it simple. Test you are brand’s purchase
process online. Is it complicated? Are there to many steps? Is the load time to slow? Can a
purchase be completed just as simply on a mobile device as on a desk top computer? Ask
these critical questions and make adjustments. If the purchase process is too difficult,
customers, and therefore revenue, can be easily lost.

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 6. Post-Purchase Evaluation

Just because a purchase has been made, the process has not ended. In fact, revenue and
customer loyalty can be easily lost. After a purchase is made, it’s inevitable that the customer
must decide whether they are satisfied with the decision that was made or not. They evaluate.

If a customer feels as though an incorrect decision was made, a return could take place. This
can be mitigated by identifying the source of dissonance, and offering an exchange that is
simple and straightforward. However, even if the customer is satisfied with his her decision
to make the purchase., whether a future purchase is made from your brand is still in question.
Because of this, sending follow-up surveys and emails that thank the customer making a
purchase are critical.

Take the time to understand six stages of the consumer buying process. Doing this ensures
that your marketing strategy addresses each stage and leads to higher conversions and long-
term customer loyalty.

IMPORTANCE OF STUDY OF CONSUMER BEHAVIOR

1. Modern Philosophy:
It concerns with modern marketing philosophy – identify consumer’s needs and
satisfy them more effectively than competitors. It make marketing consumer-oriented.
It is the key to succeed.

2. Achievements of goals:
The key to company’s survival, profitability, and growth in a highly competitive
marketing environment is its ability to identify and satisfy unfulfilled consumer needs
better and sooner than the competitors. Thus, consumer behavior helps in achieving
marketing goals.

3. Useful for Dealers and Salesman:

The study of consumer behavior is not useful for the company alone. Knowledge of
consumer behavior is equally useful to middlemen and salesman to perform their

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 tasks effectively in meeting consumers needs and wants successfully. Consumer
behavior thus, improves performance of the entire distribution system.

4. More Relevant Marketing Program:

Marketing program consisting of product, price, promotion, and distribution
decisions, can be prepared more objectively. The program can be more relevant if it is
based on the study of consumer behavior. Meaningful marketing program is
instrumental I n realizing marketing goals.

5. Adjusting Marketing Program over Time:

Consumer behavior studies the consumer response pattern on a continuous basis. So, a
marketer can easily come to know the changes taking place in the market. Based on
the current market trend, the marketer can make necessary changes in marketing
program to adjust with the market.

6. Predicting Market Trend:

Consumer behavior can also aid in projecting the future market trends. Marketer finds
enough time to prepare for exploiting the emerging opportunities, and/or facing
challenges and threats.

7. Consumer Differentiation:
Market exhibits considerable differentiations. Each segment needs and wants different
products. For every segment, a separate marketing program is needed. Knowledge of
consumer differentiation is a key to fit marking offers with different groups of buyers.
Consumer behavior study supplies the details about consumer differentiations.

8. Creation and Retention of Consumers:

Marketers who base their offerings on recognition of consumer needs find a ready
market for their products. Company finds it easy to sell its products. In the same way,
the company, due to continuous study of consumer behavior and attempts to meet
changing expectations of the buyers, can retain its consumers for a long period.

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9. Competition:
Consumer behavior study assists in facing competition, too. Based on consumer’s
expectations, more competitive advantages can be offered. It is useful in improving
competitive strengths of the company.

10. Developing New Products:

New product is developed in respect of needs wants of the target market. In order to
develop the best-fit product, a marketer must know adequately about the market.
Thus, the study of consumer behavior is the base for developing a new product
successfully.

11. Dynamic Nature of Market:

Consumer behavior focuses on dynamic nature of the market. It helps the manager to
be dynamic, alert, and active in satisfying consumers better and sooner than
competitors. Consumer behavior is indispensable to watch movements of the markets.

12. Effective Use of Productive Resources:

The study of consumer behavior assists the manager to make the organizational
efforts consumer-oriented. It ensures an exact use of resources for achieving
maximum efficiency. Each unit of resources can contribute maximum to objectives.
It is to be mentioned that the study of consumer behavior is not only important for the
current sales, but also helps in capturing the future market. Consumer behavior
assumes: take care of consumer needs, the consumers, in return, will take care of
needs. Most of problem can be reasonably solved by the study of consumer behavior.
Modern marketing practice is almost impossible without the study of consumer
behavior.

Profile of selected product under study

In the two-wheeler world, 2016 could very well be called the year of scooters. The
sales of gearless scooters have skyrocketed, while those of motorcycles have
decelerated. Every two-wheeler manufacturer (except Bajaj Auto) in the country is
trying its best to cash in on the growing demand for scooters. Yamaha is on e of the

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 manufacturers who has reaped the benefits of the growing demand for scooters. Its ray
series of scooters has done its part well in boosting the sales figures of the company,
which has now brought a scooter that targets the youth as its primary customer the
Ray Z.
The Yamaha Ray range of scooters have always featured a stylish and eye catching
design, in my opinion, the Yamaha Ray Z has to be the most striking looking scooter
from the Japanese two-wheeler giant yet for market.
Yamaha Ray Z has wheel base of 1270mm and 128mm of ground clearance. The kerb
weight of this is 104kg. It has 130mm of drum brake at front and rear. For suspension,
it has telescopic suspension on front and unit swing rear suspension. Yamaha Ray Z
provides kick start as well as self start. This vehicle is equipped with pass switch,
clock and clip on handle bars. It has all analogue instruments cluster with oil, fuel and
battery indicators. It has 12v 35 watt halogen headlamp which provides adequate
lighting during the night.
Ray Z has 12v 5Ah battery. The Yamaha Ray Z comes with three color shades
namely lack Thunder, Regal Red and Pristine White. Yamaha provides warranty 2
years or 34000kms whatever comes earlier.

Yamaha Ray Z Specifications

Engine:

● Design :4-stroke, air cooled

● Displacement:113cm3
● Torque:8.1@5000 RPM
● power:7 HP @7500 RPM
● Starting aid: Kick/Electric
● Transmission: Automatic

Chassis and Other:

● Frame type: Under-bone Type
● Front Suspension: Telescopic
● Rear Shock absorber: Unit swing

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 ● Brake system front: Drum brake
● Brake system rear: Drum brake
● Brake drum - diameter front: 130mm
● Brake drum – diameter rear: 130mm
● Front tire: 90/100- 10 inch
● Rear tire: 90/100- 10 inch
● Fuel tank capacity: 5L
● Ground clearance: 128mm
● Wheelbase: 1270mm
● Lenghth:1835mm
● Kerb weight: 104 kg
● Battery: 12 volt 5 Amp
● Head lights: 12V 35/35 W X1

ADVANTAGES AND DISADVANTAGES OF YAMAHA RAY Z

Yamaha Ray Z is a scooter which is aimed to target male commuter unlike its predecessor ray
which according to Yamaha, is ladies only scooter. The new Yamaha Ray Z is more of
cosmetic changes over Ray keeping the same engine mechanism. The price of Yamaha Ray Z
price in India starts from Rs.48555. Yamaha Ray Z comes with a 113cc air cooled 4 stroke
engine, SOHC 2 valve, single cylinder petrol engine which generates maximum power of 7
BHP at 7500 rpm and maximum torque of 8.1nm at 5500 rpm. It has automatic transmission
to give easier ride on city traffic. The Ray Z has a bore of 50mm and 57.88mm of stroke. This
scooter achieves 60 KMPH from 0 in just 12 seconds and has top speed of 85 KMPH. The
new Yamaha Ray Z has dimensions of 1835mm length, 675mm width and height of
1090mm.

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INTRODUCTION

In terms of the lives of average people, there is a little doubt that the automobile is the most
revolutionary invention in the history of transportation since the wheel. It was the replay to
the 19th - century dream of self-propelling the horse drawn carriage. The basic premise of the
automobile is simple; choose a wheeled vehicle from the types typically pulled by horses or
oxen, add a motor and create self-propelled, personal transportation vehicle.

DEFINITION OF TWO WHEELER

The Britannica encyclopedia describes a motorcycle as a bicycle or tricycle propelled by an

internal - combustion engine (or, less often, by an electric engine).

EVOLUTION OF TWO WHEELERS

The first commercial design was a three-wheeler built by Edward butler in Great Britain, in
1884. This employed a horizontal single-cylinder gasoline engine mounted between two
steerable front wheels and connected by a drive chain to the bear wheel. The 1900s saw the
conversion of many bicycles, or pedal cycles by adding small, centrally mounted spark
ignition engines. There was then felt the need for reliable constructions. This led to road trial
tests and competition between manufactures. Tourist trophy (TD races were held on the Isle
of Man, in 1907 as reliability or endurance races. Such were held the proving ground for
many new ideas from early two-stroke cycle designs to supercharged, multivalve engines
mounted on aerodynamic, carbon-fiber reinforced bodywork.

INDIAN TWO WHEELER INDUSTRY

Automobile is the one of the largest industries in the global market. Being the leader in
product and process technologies in the manufacturing sector, it has been recognized as one
of the drivers of economic growth. During the last decade, well directed efforts have been
made to provide a new look to the automobile policy for realizing the sector full potential for
the economy.

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Steps like abolition of licensing, removal of quantitative initiatives to restrictions and bring
the policy frame work in consonance with WTO requirements have set the industry in a
progressive track. Removal of restrictive environment has helped restructuring, and enabled
industry to absorb new technologies, aligning itself the development and also to realize its
potential in the country. The liberalization policies have led to continuous increase in
competition which has ultimately resulted in modernization in line with the global standards
as well as in substantial cut in prices. Aggressive marketing by the auto finance companies
have played a significant role in boosting automobile demand, especially from the population
in the middle income group.

India is the second largest producer of two wheelers in the world. In the last few years, the
Indian two wheeler industry has seen spectacular growth. The country stands next to china
and japan in terms of population and sales respectively.

Majority of Indians, especially the youngsters prefer motorbikes rather than cars capturing a
large share in the two-wheeler industry, bikes and scooters cover a major segment bikes are
considered to be favorite among the youth generation, as they help in easy communication.

Large varieties of two-wheeler are available in the market, know for their latest technology
and enhanced mileage. Indian bikes, scooters and mopeds represent style and class for both
men and woman in India. However few Indian bike enthusiasts prefer high performance
imported bikes. Some of the most popular high-speed bikes are Suzuki-Hayabusa, Kawasaki-
Ninja. Suzuki-Zeus,

KTM-Duke, Hero-Karizma, Bajaj-Pulsar and Honda-unicorn, these super bikes are specially
designed for those who have a zeal for speedy drive.

BENEFITS OF TWO WHEELERS

Two-wheelers are most popular and highly sought out medium of transport in India. The
trend of owing two-wheelers is due to its-

 Economical price
 Safety
 Fuel-efficiency
 Comfort level

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EVOLUTION OF INDIAN TWO WHEELER INDUSTRY

Two-wheeler segment is the one most important components of the automobile of sector that
has one significant change due to shift in policy environment. The two-wheeler industry has
been in existence in the country since 1955. It consists of three segments with, scooter,
motorbikes and mopeds. According to figures published by SIAM, the share of two wheelers
in automobile sector in terms of units sold was about 80 percentage of during 2003-04. This
high figures itself is suggestive of the importance of the sector. In the initial year, entry or
firms, capacity expansion choice of products including capacity mix and technology. All
critical areas of functioning of an industry were effectively controlled by the state machinery.
The lapses in the system had invited fresh policy options that came into being in late sixties.
Among these monopolies and restrictive trade practices (MRTP) and Foreign Exchange
Regulation Act (FERA) were aimed at regulating monopoly and foreign investment
respectively this controlling mechanism over the industry resulted In;(a) Several firms
operating below minimum scale of effectively. (b) Under-utilization of capacity. (c) Usage of
outdated technology. Recognition of the damaging effects of licensing and fettering policies
led to initiation of reforms, which ultimately took a more prominent shape with the
introduction of the new economic policy (NEP) IN 1985.

However the major set of reforms was launched in the year 1991 in response to the major
macroeconomic crisis faced by the economy. The industrial policies shifted from a regime of
regulation and tight control to a more liberalized and competitive area. Two major results of
policy change during these years in two-wheeler industry were that weaker players died out
giving way to the new entrants and superior products and a increase l number of brands
entered the market that compelled sizable the firm to compete on the basis of product
attributes. Finally the two-wheeler industry in the country has been able to witness a
proliferation of players. However with various policy measures undertaken in order to
increase the competition, though the degree of concentration has been lessened over time,
deregulation of the industry has not really resulted in higher level of competition.

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INDUSTRY NATURE AND HISTORY OF TWO WHEELERS

A motor cycle (also called a motor bike, bike and motor cycle) is a two wheeled motor
vehicle.

Motor cycle very considerably depending on the task they are designed for, such as long
distance travel, navigating congested urban traffic, racing and racing or sports of f - road
conditions. Motor cycle is one of the most affordable forms of motorized transports in many
parts of the world and for most of the world's population, they also the most common type of
meter vehicle.

Two wheeler segments is one of the most important components of the auto mobile sector
that has undergone significant changes due to shift in policy environment. The two - wheeler
industry has been in existence in the country since 1955. It consists of three segments,
scooters, motor cycle and mopeds. According to the figures published by SIAM, the share of
two wheeler in a sector in terms of units said was about so percent during 2003-04. This high
figure itself is suggestive of the importance of the sector. In the initial years, entry of firms,
capacity expansion, choice of product including capacity mix and technology, all critical
areas functioning of an industry, were effectively controlled by the state machinery. The
lapses in the system had invited fresh policy options that came into being in the sixteen. Their
policies, monopolies and restrictive trade practices (MRTP) and Foreign Exchange
Regulation Act (FREA) were aimed at regularly monopoly and respectively. This controlling
mechanism over the industry rejected in, (a) several firms operating below minimum scale of
efficiency: (b) underutilization of capacity and (c) usage of out dated technology.
Recognition of the licensing and policies led to invitation of reforms, which a more
prominent shape with the introduction of the New Economic Policy (NEP) in 1985. However,
the major micro set of reforms was launched in year 1991 in response to the major micro
economic crisis faced by the company.

HISTORY OF YAMAHA

Yamaha's history goes back over a hundred years to 1887 when Torakusu Yamaha founded
the company, which began producing reed organs. The Yamaha corporation in Japan (then
Nippon Gakkico, ltd.) has grows to become the word's large of a full line of musical
instruments and a leading procedure of audio/visual products, semiconductors and other

20
computers related products, sporting goods, home appliances and other computers related
products, home appliances and furniture, specialty metal, machine tools and industrial robots.

The Yamaha motor corporation, Ltd begun on July 1 1995, is a major parts of the Yamaha
group, but is a separately managed business entity from the Yamaha corporation is the second
largest manufacturer of motorcycle in the world. Yamaha motor corporation owns its wholly-
owned subsidiary in the US called Yamaha motor corporation, USA, that is handing not only
motorcycle, but also snow mobiles, gulf carts, outboard engines, and water vehicles, under
the brand name of Yamaha as well.

COMPANY PROFILE

Kambra motors, exclusive dealership and service center (work shop) of Yamaha in
Perinthalmanna. It sell and service Yamaha two-wheeler such as fascino, alpha, ray Fz, Sz,
Ybr 125, crux etc. Mr:Anand is the CEO of the firm. It was the management relentless efforts
put in by the committed employees that enable the organization distinguish itself in the
organization.

In the process of continues development of our facilities in order to satisfy the mounting
expectation our valuable customers and employees. Within a short span of time, we become
able to catch the attention public by our attitude towards customers, sales person knowledge
and after sale service.

Kambra motors employees -partners in our success -vigorously uphold our mission statement
for every assignment. Our customers have responded tremendously to our commitment and
there supports has enabled. Kambra motors to offer unmatched service in 4 major towns in
Malappuram district.

With the entire staff of Kambra motors sharing the vision of distinctive unparalleled
customers service, undoubtedly, searching ahead for greater success.

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NATURE OF THE BUSINESS

Kambra Motors is the authorized dealers of Yamaha motorcycle. It is the sub firm Kambra
motors Pvt Ltd. There are providing all type of Yamaha motors bike sales and service.
Kambra motors situated in perinthalmanna and their branches Kottakkal, Pulamanthol,
Pandikkad, Wandoor, Nilambur, etc. Kambra motors work as a dealer of Yamaha alpha, Fz,
Ray Ybr, Fazer etc. Within a short span of time, they become able to catch the attention of
public by their attitude towards customers, sales person, knowledge, after sale services.

MARKETING STRATEGIES

● Tele marketing
● Road show and display
● Focused meet
● Exchange meet
● Field marketing
● Test drive

INFRASTRUCTURE

The head office is functioning at owned building. It has separate section for servicing, pdi ,
showroom ,etc. It specious area for the exclusive display of new bikes it self attract customers
and it will give a new buying new experience to the customer. Service section has the
capacity of servicing more than 50 vehicles are structured like head office.

MISSION

The mission differs from organization to organization. It designed to work together common
aim of the successful performance of the organization not only in the short run but also for a
long run. It identifies the scope of the company's product, marketing and technological areas
of thrust and reflects the value and priorities of its strategic decision makers.

ORGANIZATIONAL OBJECTIVES

● To be dynamic and growth oriented.

● To create a distinguished climate within the organization.
● To protect environment.

22
 ● To be law abiding and comply with all statutory requirement.
● To protect the right of the customers.
● To be a front runner in providing match less services.
● To create good employment opportunity.
● To protect the right of employees.

FAMOUS INDIAN TWO WHEELER DEALERS

Yamaha motors India Pvt.ltd

Honda motorcycle & scooter India Pvt. Ltd (HMSI)

Bajaj Auto ltd.

Hero motors ltd.

Mahindra Two-wheeler Ltd.

TVS Motors co.

Suzuki Motor Corporation

Royal Enfield Motors India ltd.

Moto motors.

LML India ltd.

Kinetic motors co.ltd

Hero electric

23
PRODUCT PROFILE

1. FASCINO

Year : 2015
Price : 52500
Horsepower @ RPM : 7.1 @ 7500
Torque @ RPM : 8.1 @ 5000
Displecement : 113cc
Top Sped : 80kmph

2. ALPHA

Year : 2014
Price : 47735
Engine : air-cooled
Horsepower @ RPM : 7 @ 7500
Torque @ RPM : 8 @ 5000
Displacement : 113cc

3. RAY
Year : 2013
Price : 46500
Engine : air-cooled
Horsepower @ RPM : 7 @ 7500
Torque @ RMP : 6 @ 5000
Displacement : 113cc

4. YAMAHA sz
Year : 2012
Price : 56155
Horsepower @ RPM : 12 @ 7500
Torque @ RPM : 512 @ 4500
Displacement : 153cc

24
5. YAMAHA YBR 125
Price : 47000
Engine : air-cooled
Horsepower @ RPM : 10@7500
Torque @ RPM : 7 @ 6500
Displacement : 123cc
0-6 time : 6sec

6. FZ
Year : 2008
Price : 73500
Engine : air-cooled
Horsepower @ RPM : 14
Torque @ RMP : 10
Displacement : 150cc

7. FAZER
Year : 2008
Price : 78500
Engine : air-cooled
Horsepower @ RPM : 14
Torque @ RMP : 10
Displacement : 153cc

25
 ORGANIZATION STRUCTURE OF THE

KAMBRA MOTORS

MANAGING DIRECTOR

GENERAL
MANAGER

SALES SERVICE ACCOUNT

SPARE
MANAGER MANAGER MANAGER
MANAGER

RECEPTIONIST SUPERVISOR
SALES MAN SENIOR
ACCOUNTANT

SHOW ROOM MECHANIC ACCOUNTS

INCHARGE

EXECUTIVE HELPER

26
TABLE 4.1 SHOWING SOURCE OF AWARNESS ABOUT THE PRODUCT
SL.NO CRITERIA NO OF PERCENTAGE
RESPONDENT

1 TV ADVERTISEMENT 16 32

2 NEWS PAPER 12 24

3 FRIENDS 14 28

4 SOCIAL MEDIA 8 16

TOTAL 50 100

CHART 4.1 SHOWING SOURCE OF AWARNESS ABOUT THE

PRODUCT

35

30

25

20

PERCENTAGE
15

10

0
TV ADVERTISEMENT NEWS PAPER FRIENDS SOCIAL MEDIA

INTERPRITATION

The table and graph state that 32% of the people are know about the ray z by help of the TV
Advertisement. And 24% people are by the help of the news paper, 28% by the help of
friends and 16% by the help of social media.

27
TABLE 4.2 SHOWING FEEL ABOUT DESIGN OF THE VEHICLE

SL.NO CRITERIA NO OF RESPONDENT PERCENTAGE

1 EXCELLENT 6 12

2 GOOD 28 56

3 AVERAGE 14 28

4 POOR 2 4

TOTAL 50 100

CHART 4.2 SHOWING FEEL ABOUT DESIGN OF THE VEHICLE

60

50

40

30 PERCENTAGE

20

10

0
EXCELLENT GOOD AVERAGE POOR

INTERPRITATION

The table and graph shows the feel about design of the vehicle of respondent. As per this
table feel of the 12% respondents is excellent, 56% respondents is good, 28% respondents is
average and 4% respondents is poor.

28
TABLE 4.3 SHOWING PURPOSE OF THE VEHICLE

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENT

1 OFFICE PURPOSE 3 6

2 PERSONAL PURPOSE 38 76

3 JOY PURPOSE 6 12

4 OTHER 3 6

TOTAL 50 100

CHART 4.3 SHOWING PURPOSE OF THE VEHICLE

OTHER

JOY PURPOSE

PERCENTAGE

PERSONAL PURPOSE

OFFICE PURPOSE

0 10 20 30 40 50 60 70 80

INTERPRITATION

Table and chart indicates 6% people are used for office purpose, 76% people are for personal
purpose, 12% people are for joy purpose and 6% people are for other purpose. The most
people are used the vehicle for personal purpose.

29
TABLE 4.4 SHOWING PEOPLE WHO INFLUENCE THE BUYING
DECITION

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENT

1 FRIENDS 26 52

2 PARENTS 18 36

3 CHILDREN 1 2

4 DEALERS 5 10

TOTAL 50 100

CHART 4.4 SHOWING PEOPLE WHO INFLUENCE THE BUYING

DECITION

60
50
40
Axis Title

30
20 NO OF RESPONDENTS

10 PERCENTAGE

0
FRIENDS
PARENTS
CHILDREN
DEALERS
Axis Title

INTERPRITATION

The table shows 52% respondents are purchased the vehicle, by influence of the friends, 36%
by influence of the parents, 2% by the influence of the children and 10% respondents are by
influence of the dealers.

30
TABLE 4.5 SHOWING BRANDS PREFERRING BEFORE USING RAY Z

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENT

1 BAJAJ 4 8

2 HERO 14 28

3 YAMAHA 18 36

4 HONDA 14 28

TOTAL 50 100

CHART 4.5 SHOWING BRANDS PREFERRING BEFORE USING RAY Z

60

50

40

30 PERCENTAGE
NO OF RESPONDEN
20

10

0
BAJAJ HERO YAMAHA HONDA

INTERPRITATION

The graph indicates 8% people are consider the Bajaj, 28% people are consider the Hero and
Honda. The most people are consider the Yamaha brand that is 36%.

31
TABLE 4.6 SHOWING HOW MODE OF PURCHASING OF RAY Z

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENTS

1 BY CASH 43 86

2 BY LOAN 7 14

TOTAL 50 100

CHART 4.6 SHOWING HOW MODE OF PURCHASING OF RAY Z

BY CASH BY LOAN

14%

86%

INTERPRITATION

The table and graph states that 86% of the people are purchased the vehicle by cash and only
existing 14% people are purchased by loan.

32
TABLE 4.7 SHOWING REACTION TO THE PRICE LEVEL OF THE
PRODUCT

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENTS

1 HIGH EXPENSIVE 0 0

2 EXPENSIVE 39 78

3 CHEAP 11 22

TOTAL 50 100

CHART 4.7 SHOWING REACTION TO THE PRICE LEVEL OF THE

PRODUCT

CHEAP

EXPENSIVE PERCENTAGE

HIGH EXPENSIVE

0 10 20 30 40 50 60 70 80

INTERPRITATION

The table shows about the price policy of Yamaha ray z. As per this table opinion of 78%
respondents the price policy of the vehicle is expensive and remaining 22% is cheap.

33
TABLE 4.8 SHOWING SATISFICACTION IN MILEAGE OF RAY Z

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENTS

1 HIGH SATISFIED 5 10

2 SATISFIED 38 76

3 DISSATISFIED 7 14

TOTAL 50 100

CHART 4.8 SHOWING SATISFICACTION IN MILEAGE OF RAY Z

NO OF RESPONDENTS PERCENTAGE

76

10
38
14
5

HIGH SATISFIED
SATISFIED
DISSATISFIED

INTERPRITATION

The table indicates 10% of consumers are high satisfied in mileage of the vehicle. And 76%
are satisfied and 14% are dissatisfied.

34
TABLE 4.9 SHOWING SATISFACTION OF AFTER SALE SERVICE

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENTS

1 HIGH SATISFIED 4 8

2 SATISFIED 34 68

3 DISSATISFIED 12 24

TOTAL 50 100

CHART 4.9 SHOWING SATISFACTION OF AFTER SALE SERVICE

PERCENTAGE

68

8 24

HIGH SATISFIED
SATISFIED
DISSATISFIED

INTERPRITATION

The table and graph shows 8% consumers are highly satisfied, 68% consumers satisfied and
24% consumers are dissatisfied in after sale service of Kambra Motors

35
TABLE 4.10 SHOWING MOST ATRACTED FEATURES OF THE
PRODUCT

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENT

1 PRICE 10 20

2 MILEAGE 9 18

3 LIFE OF VEHICLE 9 18

4 PERFOMANCE & STYLE 22 44

TOTAL 50 100

CHART 4.10 SHOWING MOST ATRACTIVE FEATURES OF THE

PRODUCT

50
45
40
35
30
25
PERCENTAGE
20
15
10
5
0
PRICE MILEAGE LIFE OF THE PERFOMANCE &
VEHICLE STYLE

INTERPRITATION

The graph indicates what is prefer in Yamaha Ray Z . as per the table 20% of consumers are
prefer the price of the vehicle. 18% are prefer the mileage of the vehicle and life of the
vehicle. Remaining 44% of consumers are prefer the performance & style of the vehicle. .

36
TABLE 4.11 SHOWING TACHNICAL FEATURES PREFERED BY
RESPONDENT

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENT

1 DISK BRAKE 16 32

2 COMBINED BRAKING SYSTEM 13 16

3 BHP POWER 9 18

4 OTHER 12 24

TOTAL 50 100

CHART 4.11 SHOWING TACHNICAL FEATURES PREFERED BY

RESPONDENT

OTHER

BHP POWER

PERCENTAGE

COMBINED BRAKING SYSTEM

DISK BRAKE

0 5 10 15 20 25 30 35

INTERPRITATION

The table shows following technical features, disk brake, combined braking system, BHP
power and other technical features are prefer by the consumers in the volume of 32%, 16%,
18% and 24% respectively.

37
TABLE 4.12 SHOWING LEVEL OF SEEKING EXPERT OPINION BY
RAY Z

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENT

1 ALWAYS 12 24

2 NEVER 20 40

3 AT TIMES 15 30

4 OTHER 3 6

TOTAL 50 100

CHART 4.12 SHOWING LEVEL OF SEEKING EXPERT OPINION BY

RAY Z

40
40

30 30
24
20
20
12 15
10
6
0 3
ALWAYS
NEVER
AT TIME
OTHER

NO OF RESPONDENTS PERCENTAGE

INTERPRITATION

The table and chart state 24% of consumers are always seek on expert opinion, but 40% of
consumers are never seek on expert opinion. And 30% of consumers are seek on expert
opinion by at times. Remaining 6% of consumers are seek the opinion by other ways.

38
TABLE 4.13 SHOWING FEEL WHILE RIDING RAY Z

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENTS

1 HIGH SATISFIED 0 0

2 SATISFIED 50 100

3 DISSATISFIED 0 0

TOTAL 50 100

CHART 4.13 SHOWING FEEL WHILE RIDING RAY Z

100
90
80
70
60
PERCENTAGE
50
40
30
20
10
0
HIGH SATISFIED SATISFIED DISSATISFIED

INTERPRITATION

The table 4.13 whether the respondent’s feel when raiding in Ray Z is satisfied or not. As per
this table 100% 0f respondents are satisfied in feel while raiding in Ray Z. No one is highly
satisfied and dissatisfied.

39
TABLE 4.14 SHOWING SATISFACTION LEVEL WHILE COMPARING
WITH OTHER VEHICLE

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENTS

1 GOOD 19 38

2 NEED TO IMPROVE 24 48

3 CAN’T SAY 7 14

TOTAL 50 100

CHART 4.14 SHOWING SATISFACTION LEVEL WHILE COMPARING

WITH OTHER VEHICLE

60

50

40

30
PERCENTAGE

20

10

0
GOOD NEED TO IMPROVE CAN'T SAY

INTERPRITATION

The table indicates that 38% respondents have the opinion that is good when comparing with
other scooters, 48% of respondents have the opinion that is need to improve. Remaining
respondents have the opinion that is can’t say.

40
TABLE 4.15 SHOWING BODY STYLE, DESIGN AND LOOK OF THE
VEHICLE

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENT

1 EXCELLENT 6 12

2 GOOD 27 54

3 AVERAGE 13 26

4 BAD 4 8

TOTAL 50 100

CHART 4.15 SHOWING BODY STYLE, DESIGN AND LOOK OF THE

VEHICLE

PERCENTAGE

BAD 8

AVERAGE 26

GOOD 54

EXCELLENT 12

INTERPRITATION

The table shows that 12% of respondents have the opinion that the body style, design and
look of the vehicle is excellent.54% of the respondents say that good, 26% of the respondents
say that average and 8% say that bad.

41
TABLE 4.16 SHOWING OPINION FOR CHANGE IN THE PRODUCT

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENTS

1 YES 41 82

2 NO 9 18

TOTAL 50 100

CHART 4.16 SHOWING OPINION FOR CHANGE IN THE PRODUCT

NO
18%

YES
82%

INTERPRITATION

The table indicates 82% of consumers are want changes in Ray Z. The remaining consumers
are do not want changes in ray z, ie 18%.

42
TABLE 4.17 SHOWING EXPECTED CHANGE IN TH PRODUCT

SL.NO CRITERIA NO OF PERCENTAGE

RESPONDENT

1 INCREASE THE MILEAGE 6 12

2 REDUCE PRICE 11 22

3 ADD NEW FACILITY 21 42

4 CHANGES THE DESIGN 12 24

TOTAL 50 100

CHART 4.17 SHOWING EXPECTED CHANGE IN TH PRODUCT

PERCENTAGE

CHANGES THE DESIGN 24

ADD NEW FACILITY 42

REDUCE PRICE 22

INCREASE THE MILEAGE 12

INTERPRITATION
The table shows 12% of consumers are expect to increase the mileage,22% consumers are
expect reduce the price, 42% of consumers are want add new facility and 24% of consumers
are expect to change the design.

43
TABLE 4.18 SHOWING RECOMENTATION ABOUT THE PRODUCT TO
OTHERS
SL.NO CRITERIA NO OF PERCENTAGE
RESPONDENTS

1 AGREED 33 66

2 DISAGREED 17 34

TOTAL 50 100

CHART 4.18 SHOWING RECOMENTATION ABOUT THE PRODUCT TO

OTHERS

AGREED DISAGREED

34%

66%

INTERPRITATION
This table and graph state whether the consumers are ready to recommend the Yamaha Ray Z
to their friends, relatives and associates.

44
 FINDINGS

➢ Most of the consumers are know about this vehicle by the help of TV Advertisement.
➢ Majority of the consumers states that the design of the vehicle is good.
➢ 76% of the consumers are using the vehicle for personal purpose.
➢ 52% of the consumers are purchased the vehicle by influence of their friends.
➢ 36% of the consumers are considered the Yamaha brand before purchasing.
➢ Majority of the consumers that is 86% of the consumers are purchase the vehicle by
cash.
➢ The opinion of 78% consumer’s that the price policy of Yamaha RayZ is expensive.
➢ 76% of the respondents are satisfied with the mileage of Ray Z.
➢ 68% of the consumers are satisfied in after sale service of Kambra Motors.
➢ 44% of the respondents are purchased the vehicle attracted by its performance & style
of the vehicle.
➢ Majority of the respondents are satisfied with Yamaha Ray Z
➢ 18% of the consumers are prefer, BHP power of the vehicle.
➢ 40% of the consumers are says that they never seek expert opinion.
➢ 100% of the consumers are satisfied while raiding in Ray Z.
➢ 48% of the respondents are needs to Improves the vehicle while comparing with other
scooters.
➢ More than 50% of respondents are commended, body style, design and look of the
vehicle is good.
➢ 82% of the consumers are wants any changes in Ray Z.
➢ 42% of the consumers are expected to add new facility in this vehicle.
➢ 66% 0f the consumers are agree that recommend the scooter to their friends, relatives
and associates.

45
 SUGGESTIONS

It is found that in this segment the important features considered by the customers while
buying a scooter are its features, price for maintenance. So manufacturer has to consider these
aspects to attract and retain customers thus making an effort to build a good brand image.

❖ Adding new innovative features will help for better sales.

❖ It is better to create awareness about Ray Z among all.
❖ Customer wants to better after sale service according to current services.
❖ Word of mouth is effective media of communication. Hence the dealer should keep
the existing customers happy by providing good and service make customers talk
good about their service provided.
❖ Discount on accessories also act as influencing factors for purchasing decision. So
dealer can give discounts on accessories, after sale for a period of a year or two to
stimulate the customers.
❖ Customers need to improve the vehicle while comparing with other scooter.
❖ Design of the vehicle is very important criteria in a customer while purchase them. So
manufacturer has to consider the design of the vehicle.

46
 CONCLUSION

Consumer behavior is the action and decision process of people who purchase goods and
services for personal consumption. Consumer decision making is influenced by social,
psychological and personal factors. Social factors are forces exerted by other people that
effect consumer behavior. Nowadays consumer is the king. Consumer buying behavior is
nothing that the sum total of a consumer’s attitudes, performance, intentions and decision
regarding purchase.

Our findings were also same. Throughout our study, what we came to know is that demand
for Ray Z increasing day by day. Though there are a number of companies in this field,
consumers show a positive buying behavior towards those who adopts a good marketing mix
and those who considers the needs of ultimate consumers.

47