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RESEARCH PROJECT REPORT

ON

CUSTOMER SATISFACTION
OF
TWO WHEELERS INDUSTRIES
WITH SPECIAL REF. TO

`

At Gr.Noida
In the partial fulfillment of the requirement of
MASTER OF BUSINESS ADMINISTRATION
(2009-2010)

SUBMITTED TO SUBMITTED BY
MR. SACHIN SRIVASTAVA NISHANT BHATNAGAR
(PROJECT GUIDE) MBA (3rd Sem.)
Roll No. 09sbsmba040

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AT A GLANCE

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who guided me for the industrial training. Sachin Srivastava. I am greatly indebted to all those persons who have helped me in some way or other in the completion of the project.. who guided me at each step during my training period and without whom preparation of this report would not have been possible. for her active help and support in making me understand Indian two wheeler industry. Sales & Marketing. project guide. I would like to thanks Mr. School of Business Studies. My special thanks are due to Ms. ACKNOWLEDGEMENT It is a pleasure to record my thanks and gratitude to persons and organizations whose generous help and support enabled me to complete this project within the stipulated time period. Sharda University. NISHANT BHATNAGAR MBA (3rd SEM) TABLE OF CONTENTS 4 . Swati Kumar. Yamaha Motors Ltd.

-5 DATA COLLECTION AND PRESENTATION 45 Chapter -6 GRAPHICAL DATA ANALYSIS AND ITS INTERPRETATION 47 Chapter.-8 GAPS IN LITERATURE REVIEW 67 Chapter-9 SCOPE OF FURTHER RESEARCH 69 5 .-7 FINDINGS OF THE RESEARCH 63 Chapter.Chapter.-3 CORPORATE INTRODUCTION 16 Company profile 17 Industry profile 22 Products of Yamaha 23 SWOT checklist 38 Chapter.-4 RESEARCH METHODOLOGY 40 Research problem and objective 41 Research process 41 Research design 42 Scope of study 44 Chapter.-2 CRITICAL REVIEW OF LITERATURE 12 Chapter.-1 INTRODUCTION 07 Chapter.

6 . RESEARCH METHODOLOGY : The research had to be conducted through a survey based on questionnaires • Sample Size – 200 Respondent.-10 PROBLEM IDENTIFICATION 71 Chapter.-11 CONCLUSION 73 Chapter.Chapter.-12 SUGGESTIONS 75 Chapter -13 LIMITATIONS 77 Chapter -14 ANNEXTURE 79 Chapter -15 BIBLIOGRAPHY 83 EXECUTIVE SUMMARY OBJECTIVE : • To view the satisfaction level of customers for two wheelers industries.

7 .• Brands Covered –  Hero honda  Bajaj  Honda  Tvs  Suzuki  Yamaha • Target Area –  New Delhi  Noida  Greater Noida • Sampling Used – simple random. • Scaling Used – 5 point likert scale .

DATA ANALYSIS :

Analysis was done on the basis of 22 parameters. Bar charts were developed on
these parameters which compare different brands in the 2 wheeler industry with the help
of these charts. Yamaha’s position in the market is found and analyzed .

SUGGESTIONS :

• Introduction of new brands may turn the market oligopolistic but will definitely
increase the market share.

• Looks and style should not be over stressed as compared to quality and mileage.

• Yamaha does not have any successful 150 cc bike.

• Yamaha’s R & D facilities should coordinate with the marketing wing to give
customers what they want.

• Secondary research shows that Yamaha has good brand awareness. But when it comes
to real market, it is an illusion.

• 360 degree marketing approach with aggressive promotional campaigns should be
followed.

• Focus should be on young teenagers and executives as they represent largest portion of
the bike user segment.

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• Provide better sales follow up which almost every brand lacks.

• Indian customers generally do not use bike for fashion but as a necessity so mileage
should be a concern.

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CHAPTER 1
INTRODUCTION

INTRODUCTION
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In brief. It is primarily used to provide information needed to guide marketing decision. specific marketing problem is studied in depth by collecting and analyzing all relevant information and solution are suggested to solve the problem which may be related to consumers. It is rightly said that the beginning and end of marketing management is marketing research. MR also acts as an important tool to study buyer behavior. market mix. It is comparatively of recent in origin. It suggests solution on marketing problem for the consideration and selection by a marketing manager. MR suggests possible solution on marketing problem to marketing manager for his consideration and final selection.Research means detailed study of a problem. It is rightly treated as the soul of modern marketing management. conclusions are drawn and suggestions are made to solve the problem quickly. product. Here. correctly and systematically. changes in consumer life- style and consumption patterns. It acts as a support system to marketing management. MR acts as an investigative arm of a marketing manager. market competition. MR is special branch of marketing management. In MR. brand loyalty and forecast market changes. MR facilitates accurate marketing decisions for consumer satisfaction on the one hand and sales promotion on the other hand. sales promotion and so on. 11 . the details of the marketing problem are collected and studied.

marketing research is needed as there is a wide gap between producers and consumers in the present marketing system. The demand for consumer durables is fast increasing. There is a shift of population from rural to urban areas.INCREASING NEED OF MARKETING RESEARCH 1)Growth and complexity of markets: . This situation creates new problem before the manufacturers which can be faced effectively through MR as it acts as a feed-back mechanism to ascertain first hand information.In India. in general. The marketing activity is becoming increasingly complex and broader in scope as more firms operate in domestic and global markets. 4)Changes in the composition of population and pattern of consumption: . packaging. they are unable to adjust their products. 3)Wide gap between producers and consumers: . This brings corresponding increase in their purchasing capacity and buying needs and habits. many changes are taking place in the composition of population.Markets are no more local in character. The problem created due to information gap can be solved only through MR as it possible to establish contact with consumers and collect first hand information about their needs. Thus. expectation. They are now national and even global in character. expectation and reactions of consumers. etc. The incomes of the people. etc. they have no control on the marketing system once the goods are sold out 2)To middlemen. Marketing activities can be adjusted accordingly. Producers do not get dependable information as regards needs. preferences and special features of their behavior. MR is needed for removing the wide communication gap between producers and consumers. are rising. The market are now flooded with consumer durables like TV sets and so 12 . direct contact between producers and consumers. Due to mass scale production and distribution. prices. There have been considerable changes in the consumption and expenditure patterns of consumers in India. Similarly. Manufactures find it difficult to establish close contact with all markets and consumers directly. dislikes. likes. of consumers and middleman. reaction. as per the needs of consumers.

Such competition may be due to various factors such as price. A manufacturer can face market competition even by using certain non-price factors. consumers cannot be taken for granted. MR is needed as it offers guidance in this regards. quality. branding. the growth of consumerism has created new challenges before manufacturers and traders. after-sales and advertising which create severe market competition. There are other non-price factors such as packaging. Even growing customer expectations create situation when manufacturers have to understand such expectations and adjust the production policies accordingly.Cut-throat competition is unavoidable in the present marketing field. In addition. Every producer has to find out the extent of such non-price competition and the manner in which he can face it with confidence.on. Marketing research particularly consumer research gives valuable data relating to consumers. 5) Growing importance of consumers in marketing:-Consumers occupy key position in modern marketing system. consumer rights and protection available to them through consumer protection acts. marketing decisions can be made pro consumer through marketing research activities. MR is needed for the study of changes in the pattern of consumption and corresponding adjustment in the marketing planning. It is possible to use such data fruitfully while framing marketing policies. advertising and sales promotion techniques. goods available. and packaging. Indifference towards consumer expectations may lead to loss of business. MR activities are necessary and useful. Thus. In brief. Manufacturers are expected to know such qualitative and quantitative changes in the consumer preferences and their consumption pattern. 6) Shift of competition from price to non-price factors: . For achieving this objective. In the present marketing system. They are now well informed about market trends. market competition is no more restricted to price factor alone. Entry of new competitors creates new problems in the marketing of goods and services. The shifting of competition from price to non-price factors has made marketing of consumer goods more 13 . policies strategies.

wrong decisions may bring loss to the organization. 7)Need of prompt decision making :. MR comes to the rescue of marketing manager. For correct decision making. defined. MR is needed as a tool for reasonably accurate decision making in the present highly competitive market system. This challenge can be faced with confidence by using certain measures through marketing research. such decision is always difficult. marketing executive need reliable data and up to date market information.In competitive marketing. marketing executive have to take quick and correct decision. This suggests its need as a tool for decision making.complicated and challenging. Here. However. Companies have to develop and market new products more quickly than ever before. Problems in marketing are located. Moreover. analyzed and solved through MR techniques. 14 .

CHAPTER 2 CRITICAL REVIEW OF LITERATURE 15 .

Timeliness. we do need some in depth knowledge about the consumers. from developing a communication plan. Consumer’s needs are fundamental to the formulation of any marketing strategy. Even though we cannot know everything that is to be known. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. starting with who is he. Because satisfaction is basically a psychological state. Value. Marketers in recent times have realized the importance of marketing orientation. The basis for the measurement of customer satisfaction is by using the gap between the customer's expectation of performance and their perceived experience of performance. Is there a real Indian customer 16 . Efficiency. and this is being reflected in the application of marketing mix elements. LITERATURE REVIEW Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. Front line Service Behaviors. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature customer satisfaction equals perception of performance divided by expectation of performance. These ten domains of satisfaction include: Quality. care should be taken in the effort of quantitative measurement. It may be worthwhile to explore the intricate aspects of consumer satisfaction level which focuses on ‘consumer needs’. These concepts enable marketers to analyze the acceptability of strategies planned by them. Environment. Inter-departmental Teamwork. Commitment to the Customer and Innovation. Ease of Access.

There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. and we need to isolate them according to some parameter and label them. All the conventional wisdom in market research tends to favor the view that that there are distinct types. Customer satisfaction as the key element for success in business is a major concern for any industry. Measuring customer satisfaction Organizations are increasingly interested in retaining existing customers while targeting non-customers. Based on earlier done research following conclusion were drawn about Yamaha as a Brand in two wheeler industry: • Yamaha’s objective – It produces bikes that have speed and power irrespective of the mileage. Identifying these groups. In a competitive marketplace where businesses compete for customers. measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction.or there is a set of stereotype. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In this paper I have tried to propose a how customer satisfaction level can affect the performance of an organization. learning how they behave and how they make their purchase decisions enables the marketer to design and market products or services particularly suited for their wants and needs. is a measure of how products and services supplied by a company meet or surpass customer expectation. customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. • Customer’s age – 20-35 years. a business term. Selecting Target Market A review of marketing opportunities often helps in identifying distinct consumer segments with very distinct wants and needs. Income group - 17 .

000 new motorcycle buyers as regards the performance of more than 50 models across parameters like sales satisfaction. Bajaj Auto and Enfield motorcycles have come out tops in the customer satisfaction ratings in the 2007 TNS Motorcycle Total Customer Satisfaction Study conducted by TNS Automotive. product quality. For the upper executive segment latest technology and style have gained importance. and cost-of-ownership. 18 . after-sales service. The study says that newly launched motorcycles including the Splendor NXG and CBZ Extreme from Hero Honda. Upper middle class and high class • Profession – Students and young executives • Prime focus –  Style  Performance  Value of money Based on earlier research done Hero Honda. now the buyer also expects similar attention and commitment as the buyer of higher value bikes. Styling of the bikes in executive segment is gaining importance in overall customer satisfaction. Explanation of feature and benefit gained in terms of stated importance while Salesperson knowledge impacts largely on retention. brand image. motorcycle performance and design. competitive pricing and explanation have gained importance as well as have high impact on retention. The study was conducted by compiling responses of more than 7. The index score provides a measure of satisfaction and loyalty that a given model or brand enjoys among its customers. The study also found that the expectation of the buyer of standard motorcycles (entry level bikes) has gone up from the previous level. Discover 135 from Bajaj Auto and Bullet 350 from Enfield have been ranked highest in their respective segments. In transacting with the service dealer.

close to 24% of current motorcycle owners intend to upgrade to a four-wheeler as their next vehicle 19 .Premium segment buyers are at the center of focus for all of the manufacturers that have educated the customer and empowered him to buy consciously after comparing all the options. he questions salesperson and look for the best financing options available and demands quick service. now he expects manufacturers to give him the best technology. Across the country. For future purchases the preference for motorcycles with high engine capacity (150cc and above) is seen in all four regions of the country however it is almost 70% in south closely followed by west.

CHAPTER 3 CORPORATE INTRODUCTION 20 .

Yamaha acquired its remaining stake as well. Japan. India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export markets. and YZFR15 (150cc). Alba (106cc) and Gladiator (125cc).. its product portfolio includes Crux (100cc). COMPANY PROFILE About Yamaha motors India sales Pvt. Since then. Ltd. With a strong workforce of 2000 employees. in August 2001. bringing the Indian operations under its complete control as a 100% subsidiary of Yamaha Motor Co. India Yamaha Motor is highly customer-driven and has a countrywide network of over 400 dealers. Presently. Ltd. Subsequently. it entered into a 50:50 joint venture with the Escorts Group in 1996. 21 . it has introduced an entire range of 2-stroke and 4-stroke bikes in India. Yamaha made its initial foray into India in 1985. The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke motorcycle RX 100. However.

We are committed to: Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA products. we will conduct our business ethically and socially in a responsible manner with concerns for the environment. thriving in a climate for action and delivering results.the first time and every time with world class products & services delivered by people having "passion for customers". Our innovative solutions will always exceed the changing needs of our customers and provide value added vehicles. Customer #1 22 . proactive design & innovative technology. As a good corporate citizen. Build the Winning Team with capabilities for success. focusing on serving our customer where we can build long term relationships by raising their lifestyle through performance excellence.We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating Kando" (touching their hearts) . Grow through continuously innovating our business processes for creating value and knowledge across our customers thereby earning the loyalty of our partners & increasing our stakeholder value. Our employees are the most valuable assets and we intend to develop them to achieve international level of professionalism with progressive career development.

Rain water - Harvesting mechanism. open minded. The IS0-14001 certification is on the anvil . for the world 23 . We believe in taking care of not only Your Motoring Needs but also the needs of Future Generations to come. understanding & mutual co-operation. Challenging Spirit We strive for excellence in everything we do and in the quality of goods & services we provide. We have In-house facility for Machining. Corporate Philosophy: For society. We actively listen to others and participate in healthy & frank discussions to achieve the organization's goals. Welding processes as well as finishing processes of Electroplating and Painting till the assembly line. Frank & Fair Organization We are honest. Team-work We work cohesively with our colleagues as a multi-cultural team built on trust. As an Environmentally sensitive organization we have the concept of "Environment-friendly technology" ingrained in our Corporate Philosophy. sincere.Faridabad (Haryana) and Surajpur (Uttar Pradesh). respect. We take decisions keeping the customer in mind. At the core are the 5-S and TPM activities that fuel our agile Manufacturing Processes. The stringent Quality Assurance norms ensure that our motorcycles meet the reputed International standards of excellence in every sphere. We work hard to achieve what we commit & achieve results faster than our competitors and we never give up. Everyone's contribution is equally important for our success. The infrastructure at both the plants supports production of motorcycles and its parts for the domestic as well as oversees market.early next year.We put customers first in everything we do. a motivated forestation drive. All our endeavors give us reason to believe that sustainable development for Yamaha will not remain merely an idea in pipeline. fair & transparent in our dealings. Currently 10 models roll out of the two Yamaha Plants. Manufacturing Process: IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at . The Company boasts of effluent Treatment plant.

Yamaha works to realize Our corporate mission of realizing Kando Yamaha Motor is a company that has worked ever since its founding to build products defined by the concepts of “high-quality and high-performance” and “light weight and compactness” as we have continued to develop new technologies in the areas of small engine technology and FRP processing technology as well as control and component technologies. happiness and create Kando* in their lives. Yamaha Motor strives to be a company that “offers new excitement and a more fulfilling life for people all over the world” and to use our ingenuity and passion to realize peoples’ dreams and always be the ones they look to for “the next Kando.” 24 . Our goal has always been to provide products that empower each and every customer and make their lives more fulfilling by offering greater speed. It can also be said that our corporate history has taken a path where “people” are the fundamental element and our product creation and other corporate activities have always been aimed at touching people’s hearts. the snowfields and the sky. the water. greater mobility and greater potential. our aim is to bring people greater joy. As a company that makes the world its field and offers products for the land. Said in another way.

Hierarchical Structure Managing Director and CEO Senior Vice President Vice President Top Management Associate Vice President Chief General Manager General Manager Senior Management Deputy General Manager Chief Manager Manager Middle Management Assistant Manager Senior Superintendent Senior Officer Officer Operational Staff Assistant Officer 25 .

Two-wheelers: Market Size & Growth In terms of volume. especially in the semi-urban and rural areas. three-wheelers. segmental demand is influenced by segment-specific factors.765 units exported. 26 . the industry (excluding tractors) marked a growth of 17% over the corresponding previous.Industry profile The Indian automotive industry consists of five segments: commercial vehicles. With 5. ▪ Changes in the demographic profile. and tractors. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties. ▪ Increasing urbanization.963 units sold in the domestic market and 453. The total two-wheeler sales of the Indian industry accounted for around 77. The key demand drivers for the growth of the two-wheeler industry are as follows: ▪ Inadequate public transportation system.613. which makes two-wheelers the entry level vehicle. ▪ Difference between two-wheeler and passenger car prices. two-wheelers. ▪ Steady increase in per capita income over the past five years. ▪ Increased availability of cheap consumer financing in the past 3-4 years. which creates a need for personal transportation. 4.591 units exported during the first nine months of FY2005 (9MFY2005).822. ▪ Increasing availability of fuel-efficient and low-maintenance models. and ▪ Increasing number of models with different features to satisfy diverse consumer needs.5% of the total vehicles sold in the period mentioned. multi- utility vehicles & passenger cars. Demand Drivers: The demand for two-wheelers has been influenced by a number of factors over the past five years. While the demand drivers listed here operate at the broad level.436 units of two-wheelers were sold in the country in 9MFY2007 with 256.

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Kenny Roberts. RACING HERITAGE Yamaha has a long racing heritage where it has had its machines and team win many different competitions in many different areas. Stefan Merriman.A Japanese motorized vehicle-producing company (whose HQ is at 2500 Shanghai. It also produces many other motorized vehicles such as all- terrain vehicles. snowmobiles. The Yamaha corporate logo is comprised of three tuning forks placed on top of each other in a triangular pattern.YAMAHA PRODUCTS Yamaha Motor Company Limited . as they were the first to build a production mono-shock motocross bike (1975 for 250 and 400. Yamaha Motor is the world's second largest producer of motorcycles (after Honda). After expanding Yamaha Corporation into the world's biggest piano maker. 1976 for 125) and one 28 . yet sturdy and reliable metal constructions. also Yamaha has had great success with riders such as Bob Hannah. This knowledge was easily applied to the making of metal frames and motor parts for motorcycles. Wayne Rainey. The company's intensive research into metal alloys for use in acoustic pianos had given Yamaha wide knowledge of the making of lightweight. Shizuoka). for example both road and off road racing. and the latest. Yamaha is known to those who are older in age as the designer of the modern motocross bike. 1955. In 2000. Heike Mikkola. Chad Reed. then Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1. Jeremy McGrath. Valentino Rossi. Toyota and Yamaha Corporation made a capital alliance where Toyota paid Yamaha Corporation 10. and personal watercraft. outboard motors. Iwata. is part of the Yamaha Corporation. boats.000 shares of Toyota stock in return.5 billion yen for a 5 per cent share in Yamaha Motor Company while Yamaha and Yamaha Motor each bought 500.

The Yamaha XS 650.Of the first to have a water-cooled motocross production bike (1981. on-road and off- road motorcycles. introduced in 1970. Since 1962. but 1977 in works bikes). Non-factory "privateer" teams dominated the 250cc World Championship with Great Britain’s Rodney Gould winning the title on a Yamaha TD2. was such an overwhelming success that it crippled the British monopoly of vertical twin motorcycles. In 1970. ELECTRICAL VEHICLES MOTORCYCLES • Yamaha Alba • Yamaha Frog • Yamaha Libero • Yamaha Gladiator • Yamaha Mest • Yamaha Eccy • Yamaha Passol • Yamaha EC-02 • Yamaha Passol-L • Yamaha Yz85 • Yamaha V-Star • Yamaha YZF-R1 • Yamaha FZ1 MOPEDS 29 .and four-stroke scooters. MOTORCYCLE MODELS Yamaha has made an extensive number of two. Yamaha produced production road racing grand prix motorcycles that any licensed road racer could purchase.

• Yamaha PAS (Nickel metal hydride battery) • PAS Lithium (Lithium ion battery) • PAS Business (Ni-Cd battery) • Yamaha YQ50 Aerox R • Yamaha Jog • Yamaha Jog R • Yamaha Neo's • Yamaha BW'S • Yamaha Morphous • Yamaha XF50X (C3/Vox/Giggle) • Yamaha FS1 (Yamaha FS1E) • Yamaha Legend • Yamaha DT50 • Yamaha TZR • Yamaha QT50 GOLF CARTS Yamaha Yamaha Drive PERSONAL WATERCRAFT • Wave Runner WHEELCHAIRS • JW Active • JW-IB • Nesquick sponsored Race chair WHEELCHAIR UPGRADE PARTS • JWX-1 30 .

However. • JW-II • JW-I • Wetard chair 85 ALL-TERRAIN VEHICLES • BW80 / 200 / 350 • YFZ450 • Raptor 80 / 350 / 660 / 700 • Blaster 200 • Banshee 350 • Warrior 350 • Bruin 350 • Kodiak 400 / 450 • Grizzly 80 / 125 / 350 / 400 / 450 / 600 / 660 / 700 • Big Bear 400 • Wolverine 350 / 450 • Tri-Z 250 SNOWMOBILES Yamaha has recently claimed a 100% four-stroke snowmobile line-up. In Canada though. Yamaha had introduced four-strokes to their line-up in 2003 and the line-up became four-stroke based for model year 2005. and reliable all while maintaining strong performance. however. Many say that Yamaha has proven snowmobiles can be clean. It was not. despite its 31 . They are the Bravo. which was designed as a rental sled that could meet Yellowstone National Park's stringent emission requirement. there are still three models that Yamaha manufactures that are still 2 strokes. the first modern four-stroke snowmobile produced. efficient. The RX-1 released in 2003 was the first performance-oriented four-stroke snowmobile to ever hit the market. the Yamaha received much criticism for its weight disadvantage when compared to similar two-strokes. making them the only snowmobile manufacturer to do so. released in 2000. VK 540 and the Venture XL. That honor belongs to Arctic Cat for their Yellowstone Special.

with 160 HP/L.excellent fuel economy and low-range torque. Yamaha is also a key player in the "four-stroke wars". Yamaha achieves this even without the use of a forced induction system. CURRENT LINE-UP • Bravo • Apex • Attack • Nitro • FX Nitro • Phazer (4th Generation) • RS Rage • RS Vector • RS Venture • VK Professional SIGNIFICANT PREVIOUSLY PRODUCED MODELS 32 . which are a series of advertisements from opponent Ski- Doo who claim their 2-tec and power-tech equipped two-strokes are still cleaner and more efficient than four-strokes. Yamaha also broke a multi-year absence from snow-cross in the winter of 2006-07 with their introduction of a factory race team headed by former Arctic Cat racer Robbie Malinoski. while Yamaha still claims the four-strokes are cleaner. Yamaha is now on the cutting edge of four- stroke technology with the introducing of their 80FI engine Which is equipped on the Phazer and Venture Lite models? This engine has one of the highest specific outputs of any four-stroke in production.

• Bravo • cory • Enticer • Exciter • Phazer (1st-3rd Generations) • Mountain Max • RX-1 • SnoScoot • Snow Sport • SRV 540 • SRX • SRX 440 • SX R • SX Viper/Venom • Venture • VK 540 • VMAX • VMAX SX • Vmax • Vmax-4 SNOWBLOWERS • YT-600E • YT-600ED • YT-660EDJ • YS-870 • YS-870J • YS-1070 • YT-1080ED • YT-1080EX • YT-1290EX • YT-1290EXR 33 .

• YS-1390A • YS-1390AR • YAMAHA-R15 REMOTE-CONTROLLED HELICOPTERS • Yamaha R-50 • Yamaha R-MAX OUTBOARD MOTORS • 4 stroke series • 4 stroke jet drive series • 2 stroke V6 • 2 stroke portable / mid range • Full list KART ENGINES KT SERIES 2 STROKE • KT100SD • KT100SC • KT100SEC • KT100SP • KT100J • KT100AX • KT100A2 OTHER VEHICLES 34 .

Yamaha developed its F1 engine supercar called the OX99-11 where two drivers sit in tandem in front of the engine. Toyota being one of them. Yamaha also tunes engines for other manufacturers. While the Yamaha/Nissan partnership never progressed beyond the prototype stage. Yamaha is also one of the big 4 companies in the Personal water craft market. most notably the V-6 and V-8 engine for the Ford Taurus SHO. with little on track success. The Volvo XC90 uses a larger version of the same Yamaha V-8 engine. Toyota took up the design and released the Toyota 2000GT. for instance. found on the Toyota S engines. Yamaha logos are. In 1991. As well as the 2ZZ-GE utilized by Toyota. Pontiac. WATER PURIFIER ALKALION PURIFIER • OH-A21N PURIFIER • OH-U20-SA2 • OH-U20-SB1 • OH-U30-HS • OH-U30-KA4 • OH-U30-SB3 • OH-U40-KA2 • OH-U40-SB1 BUSINESS MACHINES 35 . Yamaha developed a prototype for a two-seater sports car with help of Albrecht Goertz. and Lotus. but the project was canned due to the world recession and lack of interest. They also built Formula One racing engines from the late 1980s to the mid 1990s.Yamaha has also built engines for other manufacturers' vehicles.

• Robot • Surface mounter • Pool • CNC machine • Golf car o G31E o G31AL • Engine o MT series (2 stroke)  MT 110  MT 110 VLS o MZ series (4 stroke)  MZ 125  MZ 175  MZ 200 (New Model)  MZ 250  MZ 300  MZ 360 • Underground oil tank o My Tank • Oil separator o Pattol series • Food additive • Gas heat pump o M series o SH series o 3HP multi o Living mate o YCJ series 36 .

etc. Besides.000 > 30. While the first two emerged as a response to demographic changes. product groups within these sub-segments have gained importance in the recent years. 100-125 cc gearless scooters. > 125 50. Examples include 125cc motorcycles. in response to evolving demographics and various other factors.MARKE CHARACTERISTICS DEMAND SEGMENTAL CLASSIFICATION AND CHARACTERISTICS The three main product segments in the two-wheeler category are scooters. gearless scooters. 4- Stroke Mainly 4-stroke 2-stroke stroke Engine 90-150 100. and 4-stroke scooters. viz. other sub segments emerged. the introduction of 4- stroke scooters has followed the imposition of stringent pollution control norms in the early 2000.5-9 7-8 and above 2-3 (bhp) Weight (kg) 90-100 > 100 60-70 Fuel Efficiency 50-75 50-80+ 70-80 (km per litre) Load High Highest Low Carrying 37 . 125. 60 Capacity (cc) Ignition Kick/Electronic Kick/Electronic Kick/Electronic Engine Power 6.000 > 12. as in January > 22. However.000 2008) 2-stroke. motorcycles and mopeds. The characteristics of each of the three broad segments are discussed in Table 1. scooterettes. Two-Wheelers: Comparative Characteristics Scooter Motorcycle Moped Price*(Rs. these prominent sub-segments.

These features have now been complemented by the availability of new designs and technological innovations. on the other hand. power and styling are now as important as comfort and utility. bigger storage space and easier ride. the attributes that are sought of a two-wheeler have also changed. which offer more functional value such as broader seat. the past few years have witnessed a shift in preference towards gearless scooters (that are popular among women) within the scooters segment. Moreover. price. Between FY1996 and 9MFY2007. higher mileage offered by the executive and entry-level models has also attracted interest of two-wheeler customer. the preference has shifted towards motorcycles. Motorcycles. a preference for used cars to new two-wheelers among vehicle buyers cannot be ruled out. Besides a change in demographic profile. that year). However. Given the declining difference in prices of scooters and motorcycles in the past few years. Over the past 10-15 years the demographic profile of the typical two-wheeler customer has changed. it is not surprising that the new set of customers has preferred motorcycles to scooters. they are well positioned to capture the rising demand in rural areas where these characteristics matter most. However. The scooters segment was the largest till FY1998. Scooters are perceived to be family vehicles. With better ground clearance. Thus. the customer is willing to pay an up-front premium while purchasing a motorcycle in exchange for lower maintenance and a relatively higher resale value. comfort and utility across various applications. Motorcycles offer higher fuel efficiency. with the second-hand car market developing. Following the opening up of the economy and the increasing exposure levels of this new target audience. greater acceleration and more environment- friendliness. have been traditionally positioned as vehicles of power and style. technology and reduction in the price difference between motorcycles and scooters. larger wheels and better suspension offered by motorcycles. The marketing pitch of scooters has typically emphasized reliability.SEGMENT MARKET SHARE The Indian two-wheeler industry has undergone a significant change over the past 10 years with the preference changing from scooters and mopeds to motorcycles. With a younger audience. respectively. the motorcycles segment that had witnessed high growth (since FY1994) became larger than the scooter segment in terms of market share for the first time in FY1999. another factor that has weighed in favor of motorcycles is the high re-sale value they offer. Nevertheless. Given this market positioning of scooters and motorcycles. The customer is likely to be salaried and in the first job. the motorcycles segment more than doubled its share of the two-wheeler industry to 79% even as the market shares of scooters and mopeds stood lower at 16% and 5%. accounting for around 42% of the two-wheeler sales (motorcycles and mopeds accounted for 37% and 21 % of the market respectively. 38 . which are rugged and more durable.

Bajaj Auto was the undisputed market leader till FY2000. A case in point is HMSI. Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS) . with three players-Hero Honda Motors Ltd (HHML). which had concentrated on the motorcycle segment. The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL).Manufacturers As the following graph indicates. Majestic Auto Ltd (Majestic Auto). the Indian two-wheeler industry is highly concentrated. Kinetic Engineering Ltd (KEL). Bajaj Auto dominance arose from its complete hold over the scooter market. their individual market shares have undergone a major change. and joint ventures (HHML). Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI). a 100% subsidiary of Honda. accounting for 32% of the two-wheeler industry volumes in the country that year.accounting for over 80% of the industry sales as in FY2007. The share of TVS in industry sales fluctuated on a year on year basis till FY2003 as it changed its product mix but has declined since then. on the other hand. was the main beneficiary. HHML. 39 .that is. Japan. as the demand started shifting towards motorcycles. the company witnessed a gradual erosion of its market share. and almost doubled its market share from 20% in FY2000 to 50% in FY2007 to emerge as the market leader. Technology Hitherto. TVS. Suzuki Motor Corporation has also followed the strategy of joint ventures (SMC reportedly acquired equity stake in Integra Overseas Limited for manufacturing and marketing Suzuki motorcycles in India). witnessed an overall decline in market share from 22% in FY2000 to 17% FY2007.found favor in the early 2000s. A third form . Although the three players have dominated the market for a relative long period of time. technology transfer to the Indian two-wheeler industry took place mainly through: licensing and technical collaboration (as in the case of Bajaj Auto and LML). the 100% owned subsidiary route . and LML Ltd (LML). Table 2 details the alliances of some major two-wheeler manufacturers in India. However. Besides the below mentioned technology alliances. Yamaha Motors India Ltd (Yamaha).

with exports being one of the thrust areas for some Indian two- wheeler companies. Tokyo R&D Co Ltd. Further. 40 . especially the motorcycle market. Kawasaki Heavy Motorcycle up Industries Ltd. Aprilia of Italy Scooters up With the two-wheeler market. the players have increased their focus on research and development with some having indigenously developed new models as well as improved technologies to cater to the domestic market. the ability to offer new models to meet fast changing customer preferences has become imperative. Japan Diesel up Engines HHML Joint Venture Honda Motor Co. These relate to three main areas: fuel economy. Two- up Japan wheelers Technological tie. Japan Motorcycle s Tie up for Italjet. Japan s Technological tie. Daelim Motor Co Ltd Motorcycle up s Hero Motors Technological tie. In this context. Italy Scooters KEL manufacturing and distribution LML Technological tie. becoming extremely competitive and the life cycle of products getting shorter. Kubota Corp. Technological tie-ups of Select Players Nature of Alliance Company Product Bajaj Auto Technological tie. the ability to deliver newer products calls for sound technological backing and this has become one of the critical differentiating factors among companies in the domestic market. Thus. the Indian original equipment manufacturers (OEMs) have realized the need to upgrade their technical capabilities.

environmental compliance, and performance. In India, because of the cost-sensitive nature
of the market, fuel efficiency had been an interest area for manufacturers.

It is not only that the OEMs are increasing their focus on in-house R&D; they also provide
support to the vendors to upgrade the technology and also assist those striking
technological alliances.

TRENDS IN THE TWO-WHEELER INDUSTRY

Companies raising capacity to meet the growing demand:

All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML, YMIL, TYS, HMSI and
others, have increased their manufacturing capacities in the recent past. Most of the players
have either expanded capacity, or converted their existing capacities for scooters and
mopeds into those for manufacturing motorcycles. The move has been prompted by the
rapid growth reported by the motorcycles segment since FY1995.

Niche markets also witnessing intense competition:

A significant trend witnessed over the past five years is the inclination of consumers
towards products with superior features and styling. Better awareness about international
models has raised expectations of consumers on some key attributes, especially quality,
styling, and performance. High competitive intensity has prompted players to launch
vehicles with improved attributes at a price less than the competitive models.
In an effort to satisfy the distinct needs of consumers, producers are identifying emerging
consumer preferences and developing new models. For instance, in the motorcycles
segment, motorcycles with engine capacity over 150cc, is a segment that has witnessed
significant new product launches and hence, become more competitive. The indigenously
launched Pulsar 150 had met with success on its launch and thereafter, a host of models
have been launched in this segment by various players. While Bajaj Auto launched the
Pulsars (180 cc, 200cc and 220cc) with digital twin spark technology (DTSFi) that offers a
powerful engine and fuel efficiency of 125 cc models. Moreover, in the recent past, the
motorcycle segment has witnessed launch of vehicles with higher engine capacity (higher
than 150cc) and power (higher than 15bhp). These include models such as Bajaj Auto
Eliminator and Royal Enfield's Thunderbird followed by HHML's Karizma and Yamaha
R15 and other sports bikes. The products in this segment cater for style conscious
consumers. Quite a few players are developing models combining features such as higher
engine capacity", optimum mix of power and performance, and superior styling. However,
the extent of shift to these products would depend on the positioning of such products in
terms of price.

In the scooters segment, the market for plastic-bodied aromatic scooters continues to
witness growth in the scenario of overall decline in scooter volumes. Higher volumes and
growth are especially true for certain scooter models, such as Honda Activa, that brought in
new technology (besides aromatic transmission) to further differentiate themselves. Thus,

41

the need to differentiate and create a niche has led to companies strengthening their
research and development (R&D) capabilities and reducing the development time for new
models.

INCREASING FOCUS ON EXPORTS:

For the first nine months of FY2007, two-wheeler exports increased by 37% over the
corresponding previous, led mainly by motorcycles even as exports of other two-wheelers
were healthy. While motorcycle exports increased by 40%, scooter and moped exports
increased by 29% and 27% respectively.

Motorcycle exports by Bajaj Auto, HHML and TVS have reported a robust growth in
FY2007 and are expected to increase further in the medium term.

Although the Indian two-wheeler manufacturers have forayed on their own in their target
export markets, there have been instances of tie-ups with the technology partners. Bajaj
Auto's tie-up with Kawasaki to jointly market Bajaj products in

Philippines is a case in point. Under the tie-up, M/s Kawasaki Motors Philippines
Corporation has been appointed as exclusive distributors to market select Bajaj two-
wheelers that include Bike, Caliber 115 and Wind 125. These vehicles are being sent to
Philippines in the completely built unit (CBU) form. Other strategy of expanding
international presence considered by few players is that of setting up assembly lines in
select South East Asian countries either on their own or in partnership with local players.
Besides, plans of select overseas technology partners to source from their Indian partners
and plans of global majors to develop their Indian manufacturing unit as a sourcing hub
may also lead to increase in two-wheeler exports from India.

42

SWOT ANALYSIS

Strengths:

• Yamaha Motor products extend from land to sea and even into the skies, with
manufacturing and business operations that include everything from motorcycles, PSA
electro-hybrid bikes, marine and power products to automotive engines.

• Continuously does product improvement in accordance with demanding customers.

• The distribution network of Yamaha Motors is very wide and spread across the country.

• Probably the best in terms of R&D facility.

• Has great brand name and commands lot of respect among bikers community.

Weakness:

• Narrow product line in terms of motorcycles.

• Yamaha’s strategy for Indian market was on right alleyway, but somewhere down the
lane, they are still relying on conventional model which no longer in use.

• Yamaha despite the promise has failed to deliver and is still an underdog in the race to
top.

• A series of unsuccessful and flop bikes have eroded the legacy of RX100 and RD350.

43

• Bajaj Auto and TVS have taken large part of the market share from Yamaha. too is a matter of concern as both the sales realization and operation margins may come under pressure. • Growing competition in the industry. Threats: • Continuous divisions of customer segment have made conventional bikes which was the strength of Yamaha motors. both in the terms of new models and price undercutting. Yamaha motors have recognized this and are bringing out new models of 4 stroke bikes quite regularly to cater the needs of the customers. • Constant demand for price reduction from customers. • Consumers have become technology conscious and Yamaha Motors have best R&D facilities. So they can tap new costumers with innovative technology in motorcycle design and manufacturing. 44 . • There lies lot of potential in 150cc and above segment and Yamaha has not made enough inroads in this segment.Opportunities: • The motorcycle market has been growing at a phenomenal rate and there has been a shift in the consumer preferences from 2 stroke bikes.

CHAPTER 4 RESEARCH METHODOLOGY 45 .

organizing and evaluating data. TVS and Suzuki. making deductions and research conclusions to determine whether they fit the formulating hypothesis. formulating hypothesis or suggesting solutions. 1 customer oriented company Secondary objective: 46 . Hero Honda. Honda. Primary objective: The research encompasses the primary objective of comparison and analysis of Yamaha bikes with respect to other brands prevailing in the market i.. research comprises defining and redefining problems. collecting.e. Research is an academic activity and as such it is used in a technical sense. The primary aim is to interpret the satisfaction level of customers using Yamaha’s bikes and to find out the areas in which it needs to improve to develop a better perception in the mind of its customers. According to Clifford Woody. It entails as to suggest Yamaha how to become a no. Bajaj.RESEARCH PROBLEM AND OBJECTIVE: Research in common parlance refers to search for knowledge.

• Generalization and Interpretation: Data was tested and upheld several times. • Formulating the Research Problem: The next step was to find out the problem of the case. Furthermore the research aims to find out the relative market capitalization of Yamaha in the two wheeler industry and to suggest some concrete and absolute measures to give a rise to its share in the two wheeler segment. • Preparation for the report: Lastly report about the research is made. The questionnaire is of structured type. So a total of 200 people were surveyed. Analysis was done based on more than 22 different parameters. • Determining the Sample Size: Next step is to determine the number of to be targeted from various ages. and gender. Most of the questions were based on 5 point bipolar Liker Scale. This step is of greatest importance in the entire research. the research includes the study of comparative satisfaction level of customers using different bike brands. the various areas where competitors supersede and the areas where the competitors lack. • Analysis of Data: The data collected from various people was segregated into various categories in order to analyze it. To go in detail. Research Process • Extensive Literature Survey: Before starting the research in-depth study of the topic was done to form a clear picture of what and how research is to be done. sex. Then the problem was understood thoroughly and rephrasing the same into meaningful terms from analytical point of view. location. • Collecting the data: The data was collected from various class of people based on age. income. monthly salary. • Design of Questionnaire: A questionnaire was developed for the survey. and then generalizations were drawn from the analysis. 47 .

Research Design: • Exploratory Research design  Focus Group  Primary data analysis Collection of Data: • Qualitative Data  Survey  questionnaires Sampling: • Non-Probability Sampling  Judgmental Sampling  Simple Random 48 .

It is the process of obtaining information about entire population by examining only a part of it in which generalizations or influences are drawn based on the sample about the parameter of population from which samples are taken.Sample Design: Sampling may be defined as the selection of the some part of an aggregate or totality on the basis of which a judgment or interference about the aggregate or totality is made. Sample Size: A total of 200 people have been questioned for the purpose of filling up the questionnaire. Noida & Greater Noida & Semi-urban And Rural Areas Sampling Judgmental Simple Random Type of Questionnaire Structured 5 point bipolar liker Scale Type of Questions Close ended Questions 49 . • Details of the Survey Conducted Sample Size 200 Target Population 20-25 years 25-30 years 30 and above Area Covered Delhi/ New Delhi.

This research would give necessary details to Yamaha motors so that it could know the various factors that affect customer satisfaction level and then initiate appropriate changes to make it Number 1 motorcycle brand in India. looks. For instance during research factors such as technology. so that they can bring about changes in various departments of their organization which will help them in becoming Number 1 motorcycle brand in India. brand image. behavior of dealers. during delivery of the vehicle and after sales evaluation. maintenance. 50 . The study projects that customer satisfaction level change with change in various factors like during sales evaluation. SCOPE OF STUDY The research was carried out to find factors which influence customer satisfaction level to maximum level. style. timely delivery of documents and bike and proper information about the product were considered. This research is an attempt to provide feedback to Motorcycle manufacturer Yamaha Motors India Ltd.

51 .

CHAPTER 5 DATA COLLECTION AND INTERPRETATION 52 .

It was expected that the respondents were honest while answering the questions with proper consideration of the brand image of the bike they were currently using. The next step was to run the SPSS and acquire specific results pertaining to the research done. They were exposed to a questionnaire containing different parameters for the evaluation of their satisfaction level.DATA COLLECTION AND INTERPRETATION The research required collection of first hand primary data from the respondents. The findings and analysis complementing to results are discussed in the chapters to follow. • After sales evaluation. 53 . The broad parameters were: • During sales evaluation. The respondents were questioned on: • Petrol pumps • Service stations • Educational institutes • Vehicle showrooms • Malls • Residential areas . and • Factories The results and responses were recorded on a SPSS data viewer (Statistical Package for Social Sciences) parameters were defined on a SPSS variable viewer . The questionnaire contained liker scaling to rate various parameters. The respondents were so selected that they were representative of various segments of bike users. • During vehicle delivery. The respondents necessarily were to be bike users.

CHAPTER 6 GRAPHICAL DATA ANALYSIS 54 .

explanation of bike functions xiv.. profession iv. Reminder of first service xviii. There are various tools of data analysis that helps the researcher to interpret his data into final results. cleanliness of purchased bike xii. customer’s age ii. time taken in delivery xiii. education v. The data was analyzed on the total of 20 parameters as mentioned below: i. Time taken in documentation xvi. product display in the showroom ix. attitude of dealer vi.e. PDI and checks made xv. sales terms and conditions viii. marital status iii. Salesman follow up xvii. Replacement condition GRAPHICAL DATA INTERPRETATION 55 . cleanliness in showroom and service station x. Explanation of product features by the dealer. atmosphere xi. DATA ANALYSIS The data analysis portion is the backbone of any primary or secondary research. Action to complains xix.SPSS(statistical package for social sciences) The parameters were set up giving preference to non demographic factors more than demographic factors. vii. the data collected in this research was analyzed using the most effective tool of market research i.

2. 10% of age group of 35-45 and the rest of age group above 45 years old. How do professional/occupational people show there preference towards motor bike? 56 . 20% of age group 25-35. 1. Which age group of customer prefer bike most? Age Group 18-25 25-35 35-45 About 45 Percentage 65% 20% 10% 5% Age group of customers towards motor bike 70% 65% 60% 50% 40% Percentage 30% 20% 20% 10% 10% 5% 0% 18-25 25-35 35-45 About 45 Age Group Interpretation: 65% age group of 18-25 preferred a motor bike.

in the service level it is used 40% and the rest of used in business. How do income wise customer show their interest towards motor bike? 57 . attitude towards motor bike Self Employed. 45% preferred by student. self employed and for other purposes used. 5% Business.e. 40% Student Service Business Self Employed Others Interpretation: Occupationally and professional the motor bike has been used i. 5% Others. 5% Student. 3. 45% Service. Student 45% Service 40% Business 5% Self Employed 5% Others 5% Professionally/Occup.

000.000- 15.20.000 and rest of used in the rarely above income of 50.000-50. it is used in the base of income i. 10000-15000 35% 15000-20000 40% 20000-50000 15% 50000-100000 5% Above one lack 5% Incomewise customer attitude towards motor bike Above one lac 5% 50000-100000 5% 20000-50000 10000-15000 15% 35% 15000-20000 40% 10000-15000 15000-20000 20000-50000 50000-100000 Above one lac Interpretation: In the base of economically. 40% of 15. 35% of income group 10.Which company’s bikes customer would like to purchase? 58 .000 .0000.000.e. 4 . 15% of income group of 20.

Hero Honda 40% Bajaj 45% Yamaha 10% TVS 3% Honda 2% Bike & Model like by all Yamaha Honda 10% 2% TVS 3% Hero Honda 40% Bajaj 45% Hero Honda Bajaj Yamaha TVS Honda Interpretation: 40% motor Bike Company and its models liked by people of Hero Honda. 5. Which features of a bike customer would like to prefer most while purchasing? Speed 40% 59 . second position of Bajaj and third position of Yamaha and rest of TVS and other companies.

30% 5% Speed Power/BHP Mileage Design Brand Pick up Color Comfort Interpretation: 65% age group of 18-25 preferred a motor bike. 10% of age group of 35-45 and the rest of age group above 45 years old. Mileage. 20% of age group 25-35. Power/BHP 5% Mileage 30% Design 5% Brand 5% Pick up 2% Color 5% Comfort 8% Bikes are generally adopt by Pick up. 6. 5% Speed. 8% Color. 40% Brand. 5% Power/BHP. 5% Design. How do people come to know about bikes? TV 35% 60 . 2% Comfort.

Newspaper 15% Friend 12% Product Show 10% Family 8% Test Ride 2% Internet 10% Hoarding 8% People know about the bike through: Hoarding. 10% Test Ride. 10% Friend. 15% TV Newspaper Friend Product Show Family Test Ride Internet Hoarding Interpretation: The aware and know about motor bike products about 35% by TV channels. 12% by friends. 15% newspapers / magazines. 2% Family. 8% by family and others through test riding and hoardings. 7. 10% by product show. 35% Internet. 10% through internet. Why did you purchase a bike? 61 . 8% TV. 8% Product Show . 12% New spaper.

5% Sheme. The common factor. 1% 0% Brand Value Design Publicity Sheme Gift Purchase Group Interpretation: The bike has purchased according to brand value. How was your experience after using the bike? Good 20% 62 . 8. design. 0% Gift.e. 80% 80% 70% 60% 50% Percentage 40% 30% 20% Publicity. publicity and others base. 80% people has been purchased any motor bike and 14% has been purchased having the main factor of publicity. Brand Value 80% Design 5% Publicity 14% Scheme 0% Gift 1% Why did you purchase a bike? Brand Value. in the present firstly brand value is the main factor i. 14% 10% Design.

e. 63 . In the survey it has been found that 75% excellence and 20% has been telling about with good theme. Excellent 75% Satisfactory 5% Not Good 0% Customer attitude towards experience? Not Good 0% Satisfactry 5% Good 20% Excellent 75% Interpretation: In the most preferred through experience i. the good. and excellence and satisfactory based.

Where does customer want the servicing of his motor bike to be done? Showroom 95% Road Mechanic 5% Customer attitude towards servicing of motor bike Road Mechanic. 95% Showroom Road Mechanic Interpretation: The main important thing that the motor bike servicing factors where it will be better do for that. 5% Showroom. 64 .9. 95% customer’s attitude towards servicing of motor bike in showroom and rest of road mechanic.

11. Do customers get full value of money for the bike they purchased? Yes 100% No 0% Customer attitude towards full value of money with the product Yes. Are customers satisfied with the performance of there bikes? 65 . 0% Yes No Interpretation: 100% customers attitude has been found towards full value money have taken over all the products.10. 100% No.

Yes 99.50% No 0. 66 .50% Consumer satisfaction towards bike products No.50% Yes No Interpretation: Approximately 100% customer satisfaction level of motor bike products and a rarely can say that no comments about it.50% Yes. 0. 99.

Which type of brakes is mostly preferred by the customers? Disc Brake 85% Drum Brake 15% Customer attitude towards Brakes favourite bike? Drum Brake. 67 .12. 15% Disc Brake. 85% Disc Brake Drum Brake Interpretation: The main factor is used for customer favorably through disc brake and drum brake. It is 80% used disc brake and rest of used drum brake.

20% Alloy Wheel. Which types of wheels are mostly preferred by the customers? Spoke Wheel 20% Alloy Wheel 80% Customer attitude towards types of wheel attracted? Spoke Wheel.13.e. 80% Spoke Wheel Alloy Wheel Interpretation: The main attraction through spoke wheels and alloy wheels i. is 80% customers preferred to alloy wheels and rest of preferred to spoke wheels. 68 .

69 . 50% customers has been highlight about brands and can have very well whenever 45% extremely well and rest of average.14. Are customers satisfied with the dealer services of their bikes? Extremely Well 45% Very Well 50% Average Not Very Well 5% Not Well at All 0% Customer attitude towards the feel the dealer services represent the current brand 50% 40% 30% Percentage 20% 10% 0% S1 Extremely Well Very Well Average Not Not Well at All Very Well Feeling Interpretation: Yes.

CHAPTER 7 FINDINGS OF RESERCH 70 .

FINDINGS OF THE RESEARCH 71 .

BRAND Hero Bajaj Honda TVS Suzuki Yamaha S Honda The chart represents the analysis of the covered brands on the basis of different PARAM ETERS Gender Male Male Male Male Male Male Marital Unmarrie Unmarried Unmarri Unmarri Married Unmarr status d ed ed ied Profession Salaried Salaried Salaried Salaried Salaried Salaried Age 21-25 21-25 21-25 21-25 21-25 26-30 Education Graduate Graduate Graduate Graduate Graduate Graduat e Dealer’s Good Good Good Good Good Good attitude Explanati Good Good Good Good Average Averag on of e Of product feature Sales Very Good Good Average Good Averag terms and Good e Condition Product Good Good Good Good Good Good display Cleanlines Good Good Good Good Good Good s Atmosphe Good Good Good Good Average Good re Cleanlines Good Good Good Good Good Good s of purchased Bike Timely Very Good Very Good Good Good delivery Good Good of bike Explanati Good Good Good Average Average Good on of bike Function PDI and Good Good Good Good Average Averag Check e Time Good Good Good Good Average Good taken in Document ation Salesman Average Average Good Average Average Good follow up Remainde Good Poor Average Poor Average Good r of first service Prompt Good Good Good Good Average Good action to complaint 72 s Replacem Might or Might or Probabl Might or Might or Might ent might not might not y Buy might might not or buy buy not buy buy might not buy .

Out of the six brands covered the respondents of Suzuki are generally married while other brands have unmarried customers.Interpretation: 1. The average age of a Yamaha customer comes out to be 26-30 years as compared to others brands average customers age which is 21-25 years. 3. others says it’s good. When explanation of product features comes into view. 2. 4. only Yamaha customers rank them average. 73 . Hero Honda and Honda are most favored brands when timely delivery of bike comes into picture.

To conclude it can be said that almost every brand lacks in terms of sales follow up. The most raring point is that Yamaha in spite of having a low market share is able to retain most of its customers. Yamaha is best when sales follow up after delivery is concerned. Suzuki customers says that they have to run after their dealers for the documentation of the delivery done while others say they are satisfied. there is huge market for bikes because almost every bike user wants to change its bike because of some or the other reason. Lastly. 74 . 7. The most important point that comes up after analysis is that almost every brand of customer wants a change but Yamaha customers are generally loyal to their brand. Secondly. So this is the area where Yamaha can focus and position its bikes. Yamaha has a good market image but a minimum number of users are new. 6.5.

75 . Young executives. The average age of Yamaha bike users was assumed to be 21-25 years. • Profession –Salaried. CHAPTER 8 GAPS IN LITERATURE GAPS IN LITERATURE The research has showed following gaps • Average age –26-30 years. But from the survey it was found that the average age of Yamaha bike users lie between 26-30 years of age. But our research has shown that the salaried class is the main customer of Yamaha. Before research students and young executives were considered to be the main customer of Yamaha.

While the number of new customers are much less than that of other brands.• From the research it can be easily inferred that the Yamaha customers are the most loyal customers as maximum number of Yamaha bike users are those who have already used Yamaha bikes. • Competitive advantage -  Speed  Power  Pick-up  BHP 76 .

77 . • Developing a model for success of a particular brand on the basis of arrived conclusions. CHAPTER 9 SCOPE OF FURTHER RESEARCH SCOPE OF FURTHER RESEARCH There are various conclusions that can be arrived at regarding the Indian two wheeler industry after the execution of this research. There are various areas that are beyond the scope of this research. • Study of consumer behavior of Indian two wheeler industries. This arises the need and scope of further research in this area. Still the research cannot be considered as totally exhaustive. Some of the possible arenas can be as follows: • Forecasting the market for two wheeler industry in coming 5 years.

• Developing a model of bike on the basis of responses of the customers to stabilize in the market. determining the optimum combination of mileage and price. 78 .

Fazer and Libero. • Indian customers are mainly commuters and not bikers. 79 . • Yamaha lacks in aggressive marketing strategy. • Yamaha has no raring 150 cc range bike. • Yamaha has lost trust among Indian consumers by producing bikes like YBX. CHAPTER 10 PROBLEM IDENTIFICATION PROBLEMS IN YAMAHA • Yamaha bikes have a poor mileage it needs to create a positive image in the mind of its customers. • They lack style and innovation. • People having a halo image of RX-100.

• Yamaha has no vulnerable bike to compete with high mileage bikes of TVS and Hero Honda. 80 .• High maintenance cost. • Dearer accessories.

CHAPTER 11 CONCLUSION CONCLUSION 81 .

• Favored bikes in today’s date are –  Hunk  Pulsar  Apache • Customers stress on quality as complimentary to looks. • Hero Honda is the most famous brand. the dealership of Delhi / New Delhi is found good having with customer’s attitude and behavior to Dealership evaluation other than found of Noida then Greater Noida. 82 .From the research following facts about Indian two wheeler industries has been inferred: • Age group – 21-35 years • Profession – Mostly salaried • Customers are generally satisfied with attitude of dealers at the time of sales. • Every brand of bikes has a poor response in terms of sales follow up. • Mileage is what everybody wants. • In fact.

CHAPTER 12 SUGGESTIONS 83 .

so it needs to create a better image in the mind of its customers regarding mileage. Provide better sales follow up which almost every brand lacks – the research has showed that the bike users of all brands are dissatisfied with their ‘after sales experience’ . pick-up. Focus should be on teenagers. people still talk about RX. It will definitely make the market oligopolistic. mileage and style. 84 . INTRODUCTION OF NEW BRANDS – Yamaha should introduce new bikes in the market. and this time mileage and style should also be considered.this is a big loop hole which Yamaha can use to improve its brand image and to gain more customers. BIKE IN 150 CC SEGMENT – Yamaha does not have any successful bike in these segments. 7. It needs to integrate its efforts together with other department more specifically marketing wing and try to give customers what they want. 2. 8. power. 6. 5.100. Yamaha should develop a bike like RX-100. young and executives as they represent largest portion of the bike user segment. Indian customers generally do not use bike for fashion but as a necessity so mileage should be a concern. SUGGESTIONS 1. Yamaha needs to introduce a bike in this segment which can compete with the other brands on price. 4. but will improve the condition of Yamaha. 360 degree marketing approach and need to follow aggressive promotional campaigns to grab a larger piece of pie in the motorcycle segment. It has been found from the research that Yamaha has got the most loyal customers but when it comes to Yamaha. 3. INTEGRATION OF MARKETING AND R & D DEPARTMENT .Yamaha has got best R&D facilities and international design of sports bikes.

CHAPTER 13 LIMITATIONS 85 .

86 .

Since it is limited only to two wheeler motorcycle industry so the entire customer satisfaction level while and after purchasing a product cannot be projected on this research. Sometimes it was very difficult to get the necessary information as filling the questionnaire required time. 5. 2. 4. 3. Research was limited to only two wheeler motorcycle industry. LIMITATIONS 1. Research could have been wider in scope if along with customer satisfaction level consumer behavior pattern was also studied. 87 . Research was restricted to Noida only.

CHAPTER 14 ANNEXURE 88 .

How do income wise customers show their interest towards motor bike? a. Family f. Which age group of customer prefer bike most? a. Bajaj c. 35-45 d. Mileage d. T V b. Test Ride g.Which Company’s bikes customer would like to purchase? a. Comfort 6. Yamaha d. 50000-100000 e. 20000-50000 d. Above 1 Lack 4 . Pick-upg. 25-35 c. Friend d. 15000-20000 c. Product Show e. Power/BHP c. Business d. Brand f. Self employed e. Design e. Speed b. Questioner 1. Service c. Honda 5. Newspaper c. Hoarding 89 . about 45 2. Which features of a bike customer would like to prefer most while purchasing? a. How do professional/occupational people show there preference towards motor bike? a. How do people come to know about bikes? a. Hero Honda b. Others 3. Color h. TVS e. 18-25 b. Student b. 10000-15000 b. Internet h.

Which type of brakes are mostly preferred by the customers? a. Good b. Satisfactory d. Yes b. Are customers satisfied with the performance of there bikes? a. No 12. Brand Value b. Show Room b. Very Well c. Scheme e. Yes b. Not Good 9. Extremely Well b. Road Mechanics 10. Do customers get full value of money for the bike they purchased ? a. Design c. Excellent c. Spoke Wheel b. 7. Disk Brake b. Publicity d. How was your experience after using the bike? a. No 11. Why did you purchase a bike? a. Which types of wheels are mostly preferred by the customers? a. Gift 8. Are customers satisfied with the dealer services of their bikes? a. Alloy Wheel 14. Average Well 90 . Where do customers want the servicing of his motor bike to be done? a. Drum Brake 13.

.. Town: Phone number ……………………..... Not Well At All CUSTOMER SATISFACTION SURVEY CUSTOMER NAME -. Name of the freelancer: ………………………………………………………………… A... Current motorbike. do you think you would buy from the same dealer? (Please tick) 91 . State: Email id …………………………… Address of the customer………………………………………………………….……. ……………………………………………………………………………………... d.....

Namakumari S.... Price g.. If not same company then Why? ……………………………………………………………………………………………… ……………………………………………………………………………………………… D..... • Ramaswamy V.No....... All purpose l. 116.. Probably not buy e.S. Koshy Abraham.No...... No 213.. Mileage b. probably buy c.... 120... Power e. “Marketing Management” 13th Edition Pearson Education P.. 311. Quality k.. Pick up j.. Speed n... If you planning to buy a new bike which brands it would be? …………………………………………………….118... definitely not buy Reasons ……………………………………………………………………………………..com 92 .. B.. Might or might not buy d.. Color d. Brand f... “Marketing Management” 3rd edition 2006 Macmillan Publications. Maneuverability m. No. Service h... Style c. C. Reliability o.312 • Kumar Arun.. “Marketing Management” Vikash publication 1st edition 2006 P. If you think of buying a Yamaha bike in future which features will make you buy? a.. BHP i. 214 • Kotler Philip.. WEBSITES • www.. riding comfort BIBLIOGRAPHY BOOKS • Kotler Philip. Minakshi N..a.. Keller Lane Kvin “Marketing management” 12th edition Pearson Education P.... P... 117.. Definitely buy b....121.....115.....indianauto..

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