ON THE JOB TRAINING REPORT

ON
CONSUMER BEHAVIOUR
IN TWO WHEELERS INDUSTRIES
AT

YAMAHA MOTORS PVT.LTD

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF

MASTERS OF BUSINESS ADMINISTRATION

(SESSION 2018-2020)

SUBMITTED TO SUBMITTED BY
AMIT KALIA
ROLL NO -1803104007

UNIVERSITY SCHOOL OF MANAGEMENT STUDIES

RAYAT BAHARA UNIVERSITY, MOHALI

CERTIFICATE

1
ACKNOWLEDGEMENT

2
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. My special thanks are due
to Mr. Asst. Proff – Parveen Siwach, Senior Manager (Marketing& Sales) , Yamaha Motor Indi
Pvt. Ltd, Surajpur, Greater Noida, for his active help and support in making me understand Indian
two wheeler industry, who guided me at each step during my training period and without whom
preparation of this report would not have been possible.
I am also like to thanks Mrs. SANGEETA TANEJA who guided me in the completion of this project.
This report is the culmination of the synchronized effort of all the above mentioned that had faith and
confidence in me.

I am greatly indebted to all those persons who have helped me in some way or other in the completion of
the project.

AMIT KALIA
ROLL NO. 1803104007

PREFACE

3
Summer Training in any organization is an attempt to provide the student a practical input and exposure to
the real world situation in which he has to work in future.
My training in YAMAHA MOTORS PVT.LTD was an attempt in this regard. The project work
provided to me was a titled “The Marketing strategy of YAMAHA MOTORS PVT.LTD”. To
developed the new business relation with different nationalized and private bank across the twin city
Hyderabad and Sikandrabad. I conducted the event show of popular bikes, the “Yamaha MT- 15” and
“Yamaha FZ S” and met a lot of customer and got information from their side.
The Extract of the work is presented in this report under various headings as, Introduction, Companies
Profile, Project Introduction, Methodology, Data analysis, Suggestions and Conclusions.
This report provides me a chance to study and analyses the practical aspects of the topic The Marketing
Strategy of YAMAHA MOTORS PVT. LTD. It enhanced my knowledge in the field of marketing .This
project also gave me the chance to improve logical thinking and interacting patterns.
While working on the project, I came to know about the latest marketing strategies and trends prevailing
in the market. The way of promoting the products, providing a better convenience of customer, and
developing the new strategic technique to sell the product.

DECLARATION

4
I am AMIT KALIA, ROLL NO.1803104007 a student of MBA (3rd Semester) of UNIVERSITY
SCHOOL OF MANAGEMENT STUDIES AND RAYAT BAHARA UNIVERSITRTY, MOHALI. I
hereby declare that the summer training project report entitled “CUSTOMER SATISFACTION OF
TWO WHEELERS INDUSTRIES, with special reference to YAMAHA” is my original work and the
same has not been submitted for the award of any other diploma or degree.

PLACE: - MOHALI AMIT KALIA

TABLE OF CONTENT

SR. NO. CHAPTERS PAGE NO.

5
1. CHAPTER-1
COMPANY PROFILE 7-13
2. CHAPTER-2
PROBLEM FORMULATION 14-17
3. CHAPTER-3
RESEARCH METHODOLOGY 18-23
4. CHAPTER-4
DATA COLLECTION & INTERPRETATION 24-44
5. CHAPTER-5
FINDING OF RESEARCH 45-47
6. CHAPTER-6
LIMITATION, CONCLUSION & RECCOMENDATION 48-51
7. BIBLIOGRAPHY 52
8. ANNEXURES 53-59

6
 CHAPTER-1
INTRODUCTION

COMPANY PROFILE

About Yamaha Motors India Pvt. Ltd.

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint venture with
the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake as well,
bringing the Indian operations under its complete control as a 100% subsidiary of Yamaha Motor Co.,
Ltd, 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. With a strong

7
 workforce of 2000 employees, India Yamaha Motor is highly customer-driven and has a countrywide
network of over 400 dealers.

The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke motorcycle RX
100. Since then, it has introduced an entire range of 2-stroke and 4-stroke bikes in India. Presently, its
product portfolio includes Crux (100cc), Alba (106cc) and Gladiator (125cc), and YZFR15 (150cc).
We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating Kando"
(touching their hearts) - the first time and every time with world class products & services delivered by
people having "passion for customers".
We are committed to:
Be th Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA products,
focusing on serving our customer where we can build long term relationships by raising their lifestyle
through performance excellence, proactive design & innovative technology. Our innovative solutions will
always exceed the changing needs of our customers and provide value added vehicles.
Build the Winning Team with capabilities for success, thriving in a climate for action and delivering
results. Our employees are the most valuable assets and we intend to develop them to achieve

8
international level of professionalism with progressive BIKER development. As a good corporate citizen,
we will conduct our business ethically and socially in a responsible manner with concerns for the
environment.
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.

Customer #1
We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we provide. We work
hard to achieve what we commit & achieve results faster than our competitors and we never give up.
Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust, respect, understanding &
mutual co-operation. Everyone's contribution is equally important for our success.
Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to others and
participate in healthy & frank discussions to achieve the organization's goals.
Manufacturing Process:
IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana) and
Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha Plants.
The infrastructure at both the plants supports production of motorcycles and it's parts for the domestic as
well as oversees market. At the core are the 5-S and TPM activities that fuel our agile Manufacturing
Processes. We have In-house facility for Machining, Welding processes as well as finishing processes of
Electroplating and Painting till the assembly line.
The stringent Quality Assurance norms ensure that our motorcycles meet the reputed International
standards of excellence in every sphere. As an Environmentally sensitive organization we have the
concept of "Environment-friendly technology" ingrained in our Corporate Philosophy. The Company
boasts of effluent Treatment plant, Rain water - Harvesting mechanism, a motivated forestation drive. The
IS0-14001 certification is on the anvil - early next year. All our endeavors give us reason to believe that
sustainable development for Yamaha will not remain merely an idea in pipeline. We believe in taking
BIKES of not only Your Motoring Needs but also the needs of Future Generations to come.

9
Corporate Philosophy:
For society, for the world
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.
It can also be said that our corporate history has taken a path where “people” are the fundamental element
and our product creation and other corporate activities have always been aimed at touching people’s
hearts. Our goal has always been to provide products that empower each and every customer and make
their lives more fulfilling by offering greater speed, greater mobility and greater potential.
Said in another way, our aim is to bring people greater joy, happiness and create Kando* in their lives.
As a company that makes the world its field and offers products for the land, the water, the snowfields and
the sky, Yamaha 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.”

10
11
 Yamaha Products

Yamaha Motor India Pvt. Limited – A Japanese motorized vehicle-producing company (whose HQ is
at 2500 Shingai, Iwata, Shizuoka), is part of the Yamaha Corporation. After expanding Yamaha
Corporation into the world's biggest piano maker, then Yamaha CEO Genichi Kawakami took
Yamaha into the field of motorized vehicles on July 1, 1955. The company's intensive research into
metal alloys for use in acoustic pianos had given Yamaha wide knowledge of the making of
lightweight, yet sturdy and reliable metal constructions. This knowledge was easily applied to the
making of metal frames and motor parts for motorcycles. Yamaha Motor is the world's second largest
producer of motorcycles (after Honda). It also produces many other motorized vehicles such as all-
terrain vehicles, boats, snowmobiles, outboard motors, and personal watercraft.
The Yamaha corporate logo is comprised of three tuning forks placed on top of each other in a
triangular pattern.
In 2000, Toyota and Yamaha Corporation made a capital alliance where Toyota paid Yamaha
Corporation 10.5 billion yen for a 5 per cent share in Yamaha Motor Company while Yamaha and
Yamaha Motor each bought 500,000 shares of Toyota stock in return.
 Racing heritage
 Motorcycle models
 Motorcycles
 Mopeds
 Personal watercraft
 Wheelchair upgrade parts

SWOT ANALYSIS
12
 Strengths:
1. 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.
2. Continuously does product improvement in accordance with demanding customers.
3. The distribution network of Yamaha Motors is very wide and spread across the country.
4. Probably the best in terms of R&D facility.
5. Has great brand name and commands lot of respect among bikers community.

Weakness:
1. Narrow product line in terms of motorcycles.
2. 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.
3. Yamaha despite the promise has failed to deliver and is still an underdog in the race to top.
4. A series of unsuccessful and flop bikes have eroded the legacy of RX100 and RD350.

Opportunities:
1. The motorcycle market has been growing at a phenomenal rate and there has been a shift in the
consumer preferences from 2 stroke bikes. Yamaha motors have recognized this and are bringing out
new models of 4 stroke bikes quite regularly to cater the needs of the customers.
2. 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.
3. There lies lot of potential in 150cc and above segment and Yamaha has not made enough inroads in
this segment.

Threats:
1. Continuous divisions of customer segment have made conventional bikes which was the strength of
Yamaha motors.
2. Constant demand for price reduction from customers.
3. Bajaj Auto and TVS have taken large part of the market share from Yamaha.

13
 CHAPTER-2
PROBLEM FORMULATION

Research means detailed study of a problem. Here, the details of the marketing problem are collected and
studied, conclusions are drawn and suggestions are made to solve the problem quickly, correctly and
systematically. In MR, specific marketing problem is studied in depth by collecting and analyzing all

14
relevant information and solution are suggested to solve the problem which may be related to consumers,
product, market competition, sales promotion and so on.
MR is special branch of marketing management. It is comparatively of recent in origin. MR acts as
an investigative arm of a marketing manager. It suggests solution on marketing problem for the
consideration and selection by a marketing manager. MR also acts as an important tool to study buyer
behavior, changes in consumer life-style and consumption patterns, brand loyalty and forecast market
changes.
In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the one hand and
sales promotion on the other hand. It is rightly treated as the soul of modern marketing management. MR
suggests possible solution on marketing problem to marketing manager for his consideration and final
selection. It is rightly said that the beginning and end of marketing management is marketing research. It
is primarily used to provide information needed to guide marketing decision, market mix. It acts as a
support system to marketing management.

INCREASING NEED OF MARKETING RESEARCH

1) Growth and complexity of markets :- Markets are no more local in character. They are now
national and even global in character. The marketing activity is becoming increasingly complex and
broader in scope as more firms operate in domestic and global markets. Manufactures find it difficult to
establish close contact with all markets and consumers directly. Similarly, they have no control on the
marketing system once the goods are sold out to middlemen. 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, reaction, etc. of consumers and middleman. Marketing activities can be
adjusted accordingly.
2) Wide gap between producers and consumers :- Marketing research is needed as there is a wide gap
between producers and consumers in the present marketing system. Due to mass scale production and
distribution, direct contact between producers and consumers. Producers do not get dependable
information as regards needs, expectation and reactions of consumers; they are unable to adjust their
products, packaging, prices, etc. as per the needs of consumers. 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, expectation, likes, dislikes, preferences and special features of their

15
behavior. Thus, MR is needed for removing the wide communication gap between producers and
consumers.
3) Changes in the composition of population and pattern of consumption : - In India, many changes
are taking place in the composition of population. There is a shift of population from rural to urban areas.
There have been considerable changes in the consumption and expenditure patterns of consumers in India.
The incomes of the people, in general, are rising. This brings corresponding increase in their purchasing
capacity and buying needs and habits. The demand for consumer durables is fast increasing. The market
are now flooded with consumer durables like TV sets and so on. Manufacturers are expected to know
such qualitative and quantitative changes in the consumer preferences and their consumption pattern. For
achieving this objective, MR activities are necessary and useful. In brief, MR is needed for the study of
changes in the pattern of consumption and corresponding adjustment in the marketing planning, policies
strategies.
4) Growing importance of consumers in marketing :-Consumers occupy key position in modern
marketing system. They are now well informed about market trends, goods available, consumer rights and
protection available to them through consumer protection acts, the growth of consumerism has created
new challenges before manufacturers and traders. Even growing customer expectations create situation
when manufacturers have to understand such expectations and adjust the production policies accordingly.
Indifference towards consumer expectations may lead to loss of business. In the present marketing
system, consumers cannot be taken for granted. Marketing research particularly consumer research gives
valuable data relating to consumers. It is possible to use such data fruitfully while framing marketing
policies. Thus, marketing decisions can be made pro consumer through marketing research activities.
5) Shift of competition from price to non-price factors :- Cut-throat competition is unavoidable in the
present marketing field. Such competition may be due to various factors such as price, quality, and
packaging, advertising and sales promotion techniques. Entry of new competitors creates new problems in
the marketing of goods and services. In addition, market competition is no more restricted to price factor
alone. There are other non-price factors such as packaging, branding, after-sales and advertising which
create severe market competition. Every producer has to find out the extent of such non-price competition
and the manner in which he can face it with confidence. MR is needed as it offers guidance in this
regards. A manufacturer can face market competition even by using certain non-price factors. The shifting
of competition from price to non-price factors has made marketing of consumer goods more complicated
and challenging. This challenge can be faced with confidence by using certain measures through
marketing research.

16
6) Need of prompt decision making :- In competitive marketing, marketing executive have to take
quick and correct decision. Companies have to develop and market new products more quickly than ever
before. However, such decision is always difficult. Moreover, wrong decisions may bring loss to the
organization. For correct decision making, marketing executive need reliable data and up to date market
information. Here, MR comes to the rescue of marketing manager. Problems in marketing are located,
defined, analyzed and solved through MR techniques. This suggests its need as a tool for decision making.
MR is needed as a tool for reasonably accurate decision making in the present highly competitive market
system.

17
 CHAPTER-3
RESEARCH METHODOLOGY

RESEARCH PROBLEM AND OBJECTIVE:

Research in common parlance refers to search for knowledge. Research is an academic activity and as
such it is used in a technical sense. According to Cliff Yamaha Woody, research comprises defining and
18
 redefining problems, formulating hypothesis or suggesting solutions, collecting, organizing and
evaluating data, making deductions and research conclusions to determine whether they fit the
formulating hypothesis.

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.e. , Hero Honda ,Honda , Bajaj , TVS and Suzuki .

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. It
entails as to suggest Yamaha how to become a no. 1 customer oriented company

Secondary objective:

To go in detail, 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 .

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.

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.
 Formulating the Research Problem: The next step was to find out the problem of the case. Then the
problem was understood thoroughly and rephrasing the same into meaningful terms from analytical
point of view. This step is of greatest importance in the entire research.
 Design of Questionnaire: A questionnaire was developed for the survey. The questionnaire is of
structured type. Most of the questions were based on 5 point bipolar Likert Scale.

19
 Determining the Sample Size: Next step is to determine the number of to be targeted from various
ages, monthly salary, and gender. So a total of 200 people were surveyed.
 Collecting the data: The data was collected from various class of people based on age, sex, income,
location.
 Analysis of Data: The data collected from various people was segregated into various categories in
order to analyze it. Analysis was done based on more than 22 different parameters.
 Generalization and Interpretation: Data was tested and upheld several times, and then generalizations
were drawn from the analysis.
 Preparation for the report: Lastly report about the research is made.

Research Design:
 A Questionnaire is used to do the research
 Exploratory Research design
 Focus Group
 Primary data analysis

Collection of Data:
 Qualitative Data
 Survey
 questionnaires
Sampling:
 Non-Probability Sampling
 Judgmental Sampling
 Simple Random

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. 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.

20
Sample Size: A total of 100 people have been questioned for the purpose of filling up the questionnaire.

Details of the Survey Conducted

Sample Size 100
Target Population 18-25 years
25-30 years
30 and above
Area Covered Surajpur, Greater Noida And Haridwar
& Semi-urban And Rural Areas.
Sampling Judgmental Simple Random
Type of Questionnaire Structured 5 point bipolar Likert Scale
Type of Questions Close ended Questions

SCOPE OF STUDY
The research was BIKE ride out to find factors which influence customer satisfaction level to maximum
level.

The study projects that customer satisfaction level change with change in various factors like during
sales evaluation, during delivery of the vehicle and after sales evaluation.

21
This research is an attempt to provide feedback to Motorcycle manufacturer Yamaha Motors India Ltd.
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.

For instance during research factors such as technology, maintenance, looks, style, brand image,
behavior of dealers, timely delivery of documents and bike and proper information about the product
were considered.

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.

22
 CHAPTER-4
DATA COLLECTION AND INTERPRETATION

DATA COLLECTION AND INTERPRETATION

The research required collection of first hand primary data from the respondents . the respondents
necessarily were to be bike users . They were exposed to a questionnaire containing different
parameters for the evaluation of their satisfaction level . the broad parameters were :
 During sales evaluation.
 During vehicle delivery.
 After sales evaluation.
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 questionnaire contained
likert scaling to rate various parameters .
23
 The respondents were so selected that they were representative of various segments of bike users. The
respondents were questioned on:
 Petrol pumps
 Service stations
 Educational institutes
 Vehicle showrooms
 Malls
 Residential areas , and
 Factories

DATA ANALYSIS

The data analysis portion is the backbone of any primary or secondary research. There are various
tools of data analysis that helps the researcher to interpret his data into final results. The data
collected in this research was analyzed using the most effective tool of market research i.e., SPSS
(statistical package for social sciences)
The parameters were set up giving preference to non demographic factors more than demographic
factors. The data was analyzed on the total of 20 parameters as mentioned below:
 customer’s age
 marital status
 profession
 education
 attitude of dealer
 Explanation of product features by the dealer.
 sales terms and conditions
 product display in the showroom
 cleanliness in showroom and service station
 atmosphere
 cleanliness of purchased bike
 time taken in delivery
 explanation of bike functions
24
  PDI and checks made
 Time taken in documentation
 Salesman follow up
 Reminder of first service
 Action to complains
 Replacement condition

GRAPHICAL DATA INTERPRETATION

1.Which types of customer Attitude towards motor bike?

Male 99.5
Femal
e 0.5

25
 Customer Attitude towards Motor Bike

Female, 0.5

Male, 99.5

Male Female

Interpretations: Shown in the above graph shows that 99.5% male has been preferably to motor bike
and rest of female prefer than.

2. Which people attitude towards motor bike?

MARRIED 15%
UNMARRIED 85%

26
 People attitude towards motor bike

Married, 15%

Unmarried, 85%

Married Unmarried

Interpretation: 85% unmarried people attitude towards motor bike whenever rest of 15% married people
attitude towards motor bike.

3.Age group of consumers towards motor bike:

Age Group 18-25 25-35 35-45 About 45

Percentage 65% 20% 10% 5%

27
 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, 20% of age group 25-35, 10% of age group
of 35-45 and the rest of age group above 45 years old.

4.Professionally/Occupationally consumer attitude towards motor bike:

Student 45%
Service 40%
Business 5%
Self Employed 5%
Others 5%

28
 Professionally/Occup. attitude towards motor bike

Self Employed, 5% Others, 5%

Business, 5%
Student, 45%

Service, 40%

Student Service Business Self Employed Others

Interpretation: Occupationally and professional the motor bike has been used i.e. 45% preferred by student,
in the service level it is used 40% and the rest of used in business, self employed and for other purposes used.

5. Income wise customer attitude towards motor bike:

10000-15000 35%
15000-20000 40%
20000-50000 15%
50000-100000 5%
Above one lace 5%

29
 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, it is used in the base of income i.e. 35% of income group
10,000-15,000, 40% of 15,000 - 20,0000, 15% of income group of 20,000-50,000 and rest of used in the
rarely above income of 50,000

6.Which company bike and models liked by all?

Hero Honda 40%

Bajaj 45%
Yamaha 10%
TVS 3%
Honda 2%

30
 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, second position
of Bajaj and third position of Yamaha and rest of TVS and other companies.

6. Are customer satisfaction towards bike?

Yes 99.50%
No 0.50%

31
 Consumer satisfaction towards bike products

No, 0.50%

Yes, 99.50%

Yes No

Interpretation: Approximately 100% customer satisfaction level of motor bike products and a rarely can say
that no comments about it.

8.Bikes are generally adopted by:

Speed 40%
Power/BHP 5%
Mileage 30%
Design 5%
Brand 5%
Pick up 2%
32
 Color 5%
Comfort 8%

Bikes are generally adopt by

Pick up, 2% Comf ort, 8%
Color, 5%
Speed, 40%

Brand, 5%

Design, 5%

Power/BHP,
Mileage, 30% 5%

Speed Power/BHP Mileage Design Brand Pick up Color Comfort

Interpretation: 65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age group
of 35-45 and the rest of age group above 45 years old.

9.People know about the bike?

TV 35%
Newspaper 15%
Friend 12%
Product Show 10%
Family 8%
Test Ride 2%
Internet 10%
Hoarding 8%

33
 People know about the bike through:

Hoarding, 8%
TV, 35%
Internet, 10%

Test Ride, 2%

Family, 8%

Product Show , 10%

Friend, 12% New spaper, 15%

TV News paper Friend Product Show Fam ily Test Ride Internet Hoarding

Interpretation: The aware and know about motor bike products about 35% by TV channels, 15%
newspapers / magazines, 12% by friends, 10% by product show, 10% through internet, 8% by family and
others through test riding and hoardings.

10.Why do you drive bike / two wheelers?

Passion 30%
Self Satisfaction 8%
Cruising / Long Drive 30%
Show Off 2%
Commuting 20%
Power 10%

34
 Why drive bike / two wheelers?
Pow er
10%

Passion
Commuting 30%
20%

Show Off
2% Self Satisfaction
8%
Cruising / Long
Drive
30%
Passion Self Satisfaction Cruising / Long Drive Show Off Commuting Pow er

Interpretation: The most important things to likewise any brand of motor bike through company, brand,
passion and fashion, satisfaction and comfort ability i.e. in the base of passion 30%, long drive 30%,
commuting 20% and power 10% and the rest of others.

35
11.Whom did you purchase a bike?

Family 40%
Yourself 30%
Son 20%
Girl Friend 10%

Whom did you purchase a bike?

Girl Friend
10%

Son Family
20% 40%

Yourself
30%

Family Yourself Son Girl Friend

Interpretation: The common factor which is the bike has been purchased somehow the main aim to
factorize the commit for family, self, son or daughter and others.
Firstly, 40% of bike has been purchase having in the mind of family commit, self 30%, 20% for son and 10%
for others.

36
12.Why did you purchase a bike?

Brand Value 80%

Design 5%
Publicity 14%
Scheme 0%
Gift 1%

Why did you purchase a bike?

Brand Value, 80%

80%
70%
60%
50%
Percentage 40%
30%
20% Publicity, 14%
10% Design, 5%
Sheme, 0% Gift, 1%
0%
Brand Value Design Publicity Sheme Gift
Purchase Group

Interpretation: The bike has purchased according to brand value, design, publicity and others base. The
common factor, in the present firstly brand value is the main factor i.e. 80% people has been purchased any
motor bike and 14% has been purchased having the main factor of publicity.

37
13.Which type brakes liked by customer’s favorite bike?

Disc Brake 85%

Drum Brake 15%

Customer attitude towards Brakes favourite bike?

Drum Brake, 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.

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14. Which types of wheels are attracted to customers?
Spoke Wheel 20%
Alloy Wheel 80%

Customer attitude towards types of wheel

attracted?

Spoke Wheel, 20%

Alloy Wheel, 80%

Spoke Wheel Alloy Wheel

Interpretation: The main attraction through spoke wheels and alloy wheels i.e. is 80% customers preferred
to alloy wheels and rest of preferred to spoke wheels.

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15.How was your experience?

Good 20%
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.e. the good, and excellence and satisfactory
based. In the survey it has been found that 75% excellence and 20% has been telling about with good theme.

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16.Customers attitude towards servicing of motor bike:

Showroom 95%
Road Mechanic 5%

Customer attitude towards

servicing of motor bike

Road Mechanic,
5%

Showroom, 95%

Showroom Road Mechanic

Interpretation: The main important thing that the motor bike servicing factors where it will be better do for
that. 95% customer’s attitude towards servicing of motor bike in showroom and rest of road mechanic.

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17.Did the customers attitude towards get the full value of money with the product?

Yes 100%
No 0%

Customer attitude towards

full value of money with the product

Yes, 100% No, 0%

Yes No

Interpretation: 100% customers attitude has been found towards full value money have taken over all the
products.

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18.Customer attitude towards the feeling about dealer services represents the current brands.

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, 50% customers has been highlight about brands and can have very well whenever 45%
extremely well and rest of average.

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 CHAPTER-5
FINDINGS OF RESEARCH

BRANDS Hero Bajaj Honda TVS Suzuki Yamaha

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   Honda

PARAMETERS
Gender Male Male Male Male Male Male
Marital status Unmarrie Unmarrie Unmarrie Unmarrie Married Unmarrie
d d d d d
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 Graduat Graduate
e
Dealer’s attitude Good Good Good Good Good Good
Explanation of Good Good Good Good Average Average
Of product feature
Sales terms and Very Good Good Average Good Average
conditions Good
Product display Good Good Good Good Good Good
Cleanliness Good Good Good Good Good Good
Atmosphere Good Good Good Good Average Good
Cleanliness of purchased Good Good Good Good Good Good
bike
Timely delivery of bike Very Good Very Good Good Good
Good Good
Explanation of bike Good Good Good Average Average Good
function
PDI and Check Good Good Good Good Average Average
Time taken in Good Good Good Good Average Good
documentation
Salesman follow up Average Average Good Average Average Good
Remainder of first Good Poor Average Poor Average Good
service
Prompt action to Good Good Good Good Average Good
complaints
Replacement Might or Might or Probably Might or Might or Might or
might not might not Buy might not might might not
buy buy buy not buy buy

45
Interpretation:
 Out of the six brands covered the respondents of Suzuki are generally married while other brands
have unmarried customers.
 The average age of a Yamaha customer comes out to be 26-30 yearsas compared to others brands
average customers age which is 21-25 years.
 When explanation of product features comes into view; only Yamaha customers rank them average;
others says it’s good.
 Hero Honda and Honda are most favored brands when timely delivery of bike comes into picture.
 Suzuki customers says that they have to run after their dealers for the documentation of the delivery
done while others say they are satisfied.
 Yamaha is best when sales follow up after delivery is concerned.
 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.
 To conclude it can be said that almost every brand lacks in terms of sales follow up. So this is the
area where Yamaha can focus and position its bikes.
 Secondly, there is huge market for bikes because almost every bike user wants to change its bike
because of some or the other reason.
 Lastly, Yamaha has a good market image but a minimum number of users are new. The most raring
point is that Yamaha in spite of having a low market share is able to retain most of its customers.

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 CHAPTER-6
LIMITATION, CONCLUSION & SUGGESTION

LIMITATIONS

 Research was limited to only two wheeler motorcycle industry.

 Research was restricted to Noida only.

 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.

47
  Sometimes it was very difficult to get the necessary information as filling the questionnaire required
time.

 Research could have been wider in scope if along with customer satisfaction level consumer behavior
pattern was also studied.

CONCLUSION

From the research following facts about Indian two wheeler industries has been inferred:
 Age group –
 21-30 years
 Profession –
 Mostly salaried
 Customers are generally satisfied with attitude of dealers at the time of sales.
 Every brand of bikes have a poor response in terms of sales follow up.
 Hero Honda is the most famous brand.
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  Favored bikes in today’s date are –
 Hunk
 Pulsar
 Apache
 Customers stress on quality as complimentary to looks.
 Mileage is what everybody wants.
In fact, the dealership of Surajpur, Greater Noida is found good having with customers attitude and behavior
to Dealership evaluation other than found of Haridwar.

SUGGESTIONS

 INTRODUCTION OF NEW BRANDS– Yamaha should introduce new bikes in the market. It
will definitely make the market oligopolistic, but will improve the condition of Yamaha.
 BIKE IN 150 CC SEGMENT– Yamaha does not has any successful bike in these segments.
Yamaha needs to introduce a bike in this segment which can compete with the other brands on
price, power, pick-up , mileage and style .
 INTEGRATION OF MARKETING AND R & D DEPARTMENT -Yamaha has got best
R&D facilities and international design of sports bikes. It needs to integrate its efforts together
with other department more specifically marketing wing and try to give customers what they
want.

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 It has been found from the research that Yamaha has got the most loyal customers but when it
comes to Yamaha, people still talk about RX- 100. Yamaha should develop a bike like RX-100,
and this time mileage and style should also be considered.
 360 degree marketing approach and need to follow aggressive promotional campaigns to grab a
larger piece of pie in the motorcycle segment.
 Focus should be on teenagers, young and executives as they represent largest portion of the bike
user segment.
 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’ .this is a big loop hole
which yamaha can use to improve its brand image and to gain more customers.
 Indian customers generally do not use bike for fashion but as a necessity so mileage should be a
concern, so it needs to create a better image in the mind of its customers regarding mileage.

50
 BIBLIOGRAPHY

BOOKS
 “BASIC ECONOMETRICS” ,D.N. Gujarati
 “MARKETING RESEARCH” , N.K. Malhotra
 “PRINCIPLES OF MARKETING” , Kotler , Armstrong

MAGAZINES / NEWSPAPERS
 Business World
 Business Today
 The Financial Express
 The Auto Industries – India & Abroad
 The Times of India

WEBSITES
 www.indianauto.com
 www.yamaha-motors-india.com
 www.bikes.com

ANNEXURE

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COMPETITOR CUSTOMER SATISFACTION SURVEY
CUSTOMER NAME -- Town:
Phone number …………………….. State:
Email id ……………………………
Address of the customer…………………………………………………………............
……………………………………………………………………………………..……..
Name of the freelancer: …………………………………………………………………

A. Are you – (please tick)

Male -- Female Married -- Unmarried Salaried -- Business

B. Age -- ……………………
C. Education ………………………………..

1. Which motorcycle do you have?

(Please tick)
a. Hero Honda b. Bajaj c. Honda d. TVS e. Suzuki. F. Yamaha
g. Others please specify…………………………….
2. How did you first learn about the motorcycle you purchased?
(Please tick)
a. Dealership visit b. Friend c. Product show
d. Family e. Magazine articles f. saw one in use
g. Advertisement h. Test ride
i. Others …..Please specify…………………….

DURING SALES EVALUATION ----

1. When you bought your new motorcycle, how satisfied were you with the performance of the
dealership sales personnel on each of the items below:
a. Attitude (Friendliness) 1 2 3 4 5
b. Explanations of product features. 1 2 3 4 5
c. Explanation of sales terms and conditions. 1 2 3 4 5

52
2. How satisfied are you with the dealer shop.
a. Product display 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Atmosphere 1 2 3 4 5

DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery 1 2 3 4 5
b. Timely delivery of the bike 1 2 3 4 5
c. Explanation of motorcycle functions at delivery 1 2 3 4 5
d. Proper PDI and checks made. 1 2 3 4 5
c. Timely documentation of the delivery done 1 2 3 4 5

AFTER SALES EVALUATION ---

1. After you bought your new motorcycle, did the dealer staff --
a. Salesman follows up for your first experiences. 1 2 3 4 5
b. Did the dealership remind you for first service due? 1 2 3 4 5
c. Did the dealership take prompt actions to your complaints? 1 2 3 4 5

A - You had to replace your Current motorbike; do you think you would buy from the same
dealer?
(Please tick)
a. Definitely buy b. probably buy c. Might or might not buy
d. Probably not buy e. definitely not buy.
B. If you think of buying a Yamaha bike in future which features will make you buy?
a. Mileage b. Style c. Color d. Power e. Brand
f. Price g. Service h. BHP i. Pick up j. Quality
k. All purpose l. Maneuverability m. Speed n. Reliability o. Riding comfort

F. HOW TO MAKE A CUSTOMER ORIENTED COMPANY ---

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 (PARAMETERES) --
1 = VERY BAD 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD
YAMAHA CUSTOMER SATISFACTION SURVEY

CUSTOMER NAME -- Town:

Phone number …………………….. State:
Email id ……………………………
Address of the customer…………………………………………………………............
……………………………………………………………………………………..……..
Name of the freelancer: …………………………………………………………………

A. Are you – (please tick)

Male -- Female Married -- Unmarried Salaried -- Business

B. Age -- ……………………
C. Education ………………………………..

1. How did you first learn about Yamaha motorcycle you purchased?
(Please tick)
a. Dealership visit b. Friend c. Product show
d. Family e. Magazine articles f. saw one in use
g. Advertisement h. Test ride
i. Others …..Please specify…………………….

DURING SALES EVALUATION ----

1. When you bought your new Yamaha, how satisfied were you with the performance of the dealership
sales personnel on each of the items below:
a. Attitude ( Friendliness ) 1 2 3 4 5
b. Explanations of product features. 1 2 3 4 5
c. Explanation of sales terms and conditions. 1 2 3 4 5

2. How satisfied are you with the dealer shop.

54
a. Product display 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Atmosphere 1 2 3 4 5

DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery 1 2 3 4 5

b. Timely delivery of the bike 1 2 3 4 5
c. Explanation of motorcycle functions at delivery 1 2 3 4 5
d. Proper PDI and checks made. 1 2 3 4 5
c. Timely documentation of the delivery done 1 2 3 4 5

AFTER SALES EVALUATION ---

1. After you bought your new Yamaha , did the dealer staff --
a. Salesman follow up for your first experiences. 1 2 3 4 5
b. Did the dealership remind you for first service due? 1 2 3 4 5
c. Did the dealership take prompt actions to your complaints? 1 2 3 4 5

2. How is your experience with the rest of the free services or

Paid services you got from the Yamaha dealership. 1 2 3 4 5

A - If for any reason, you had to replace your YAMAHA, do you think you would buy from the
same dealer?
(Please tick)

a. Definitely buy b. probably buy c. Might or might not buy

55
 d. Probably not buy e. definitely not buy

B. If you planning to buy a new bike which brands it would be?

……………………………………………………................................................................

C. If not Yamaha then which Brand and why?

………………………………………………………………………………………………………………
………………………………………………………………………………
D. How well do you feel the dealer services represent the Yamaha brand?
(Please tick)
a. Extremely well b. Very well c. Average not very well
d. Not well at all

1. Location/Address:
2. Age Group(in years):
i. 18-25 iii 25-35
ii. 35-45 iv Above 45
3. Profession/Occupation :
i. Student iv. Self Employed
ii. Service v. Others
ii. Business
8. Income(in Rs.):
i. 10000-15000 iv. 50000-100000
ii. 15000-20000 v. Above one lakh
ii. 20000-50000
9. Which company bike & model you are having?
i. Hero Honda………… iv. TVS………….
ii. Bajaj………….. v. Honda………..
ii. Yamaha…………. vi. LML…………
10. Date/Year of Purchase: ………………..
11. Are you satisfied with the product?
) Yes (ii) No

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 12. What do you like in the bike? vi. Colour
i. Speed vii. Comfort
ii. Power/BHP viii. Style
ii. Mileage ix. Quality
iv. Design/Graphics x. Pick up
v. Brand
13. How did you know about the bike?
) TV (vi) Internet
i) News Paper/Magazine (vii) Test Ride
ii) Friend (viii) User
v) Product Show (ix) Hoarding
v) Family
14. Why do you drive bike/two wheeler?
) Passion (iv) Commuting
i) Self Satisfaction (v) Show Off/Status Symbol
ii) Cruising/long Drive (vi) Power

15. For whom did you purchase the bike?

) Family (iii) Your son
i) Yourself (iv) Your Girl Friend

16. Why did you purchase the bike?

) Brand Value (iv) Scheme
i) Design (v) Gift
ii) Publicity

17. Which type of brakes do you like in your favourite bike?

) Disc Brake (ii) Drum Brake

18. Which types of wheels are attracted by you?

) Spoke wheel (ii) Alloy wheel

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 19. Dealership & Location ………………………………. ………………
20. How was your experience?
) Good (iii) Excellent
i) Satisfactory (iv) Not Good

21. if not satisfied, why?

) Sales
i) Schemes
ii) Commitment
v) Product
v) Service

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