A

SUMMER TRAINING PROJECT REPORT

ON
CUSTOMER SATISFACTION
AT
YAMAHA PRIVATE LIMITED

REPORT SUBMITTED IN PARTIAL FULFILLMENT

OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

(AFFILIATED TO C.C.S. UNIVERSITY, MEERUT)

(2008-2011)

SUBMITTED TO SUBMITTED BY
Mr. Vimal agrawal Jeetendra gupta
Faculty guide BBA(6th Sem.)
Roll No. 9922563

MANGALMAY INSTITUTE OF MANAGEMENT &

TECHNOLOGY

PLOT NO.8,9 KNOWLEDGE PARK-II, GREATER NOIDA

(AFFILIATED TO C.C.S.U. MEERUT)

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 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. My special thanks are due to Ms. Swati Kumar, Sales & Marketing, Yamaha
Motors Ltd., for her 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 would like to thanks to Mr. Vimal
aggarwal, faculty guide , Mangalmay Institute of mgt. studies, who helped me understand
various concepts of management, and who made me understand the procedure to conduct the
research.

This report is the culmination of the synchronized effort of all the above mentioned people
who 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.

Jeetendra gupta
BBA (6th SEM)
Roll No. 9922563

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 TABLE OF CONTENTS
Executive summary 9

Objective of the research 10

Chapter.-1 INTRODUCTION 11

Chapter.-2 CORPORATE INTRODUCTION 17

- Company profile 18
- Industry profile 25
- Products of Yamaha 26
- SWOT ANALYSIS 44

Chapter.-3 CRITICAL REVIEW OF LITERATURE 46

Chapter.-4 RESEARCH METHODOLOGY 51
- Research problem and objective 52
- Research process 53
- Research design 54
- Scope of study 56
Chapter.-5 DATA COLLECTION AND PRESENTATION 57

Chapter -6 GRAPHICAL DATA ANALYSIS AND ITS INTERPRETATION

59
Chapter.-7 FINDINGS OF THE RESEARCH 80

Chapter-8 SCOPE OF FURTHER RESEARCH 82

Chapter.-9 PROBLEM IDENTIFICATION 84

Chapter.-10 SUGGESTIONS 86

Chapter.-11 CONCLUSION 88

Chapter -12 LIMITATIONS 90

Chapter -13 BIBLIOGRAPHY 92

Chapter-14 ANNEXURE 94

Chapter-15 QUESTIONNAIRES 108

LIST OF TABLE:
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 Two-wheelers: comparative characteristics 37
 Technological tie-ups of select players 40
 Detail of survey conducted 55
 Which sex of customer prefer motor bike? 62
 What is the preference of married and unmarried people for bikes? 63
 Which age group of customer prefer motor bike more? 64
 How do professional/occupational people show there preference towards motor
bike? 65

 How do income wise customer show there interest towards motor bike? 66

 Which company of bikes is preferred mostly by customers? 67

 Are customers satisfied with the bikes they use? 68

 For which specific feature bikes are used by the customers? 69

 How do people come to know about motor bikes? 70

 For what reason people use bike? 71

 For whom customer like to purchase a bike? 72

 Why did you purchase a bike? 73

 Which type of brakes are mostly preferred by the customers? 74

 Which types of wheels are mostly preferred by the customers? 75

 How was your experience after using the bike? 76

 How do customer want the servicing of his motor bike to be done 77

 Do customers get full value of money for the bike they purchased? 78

 How do customer feel about dealer services towards the current brand? 79

 Attitude ( Friendliness ) 100

 Explanations of product features. 100
 Explanation of sales terms and conditions 101
 Product display 101
 Cleanliness 101
 Atmosphere 102
 Cleanliness of your purchased motorcycle at delivery 103
 Timely delivery of the bike 103
 Explanation of motorcycle functions at delivery 104

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  Proper PDI and checks made 104
 Proper documentation of the delivery done 105
 Salesman follow up for your first experiences 105
 Did the dealership remind you for first service due 106
 Did the dealership take prompt actions to your complaints 106
 Yamaha s sales standard 107
 Yamaha s service standard 107

LIST OF GRAPHS:
 Winning great trust from stockholders 18
 Corporate philosophy 22
 Customer attitude towards motor bike 62
 People attitude towards motor bike 63
 Age group of Customer towards motor bike 64
 Professional/occupation towards motor bike 65
 Income wise Customer attitude towards motor bike 66
 Bike & motor like by all 67
 Customer satisfaction towards motor bike products 68
 Bikes are generally adopt by 69
 People know about the bike through 70
 Why drive bike/two wheelers? 71
 Whom did purchase a bike? 72
 Why did you purchase a bike? 73
 Customer attitude towards brakes of favorite bike? 74
 Customer attitude towards types of wheel attracted . 75
 Customer attitude towards experience 76
 Customer attitude towards service of motor bike 77
 Customer attitude towards full value of money with the product
78
 Customer attitude towards the feel the dealer services represent
the current brand. 79

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 EXECUTIVE SUMMARY
Yamaha company is the one of the best motorbike producing company in the
world .It established in 1st July 1955 .It is a Japanese company (whose HQ is at
2500 Shingai, Iwata, Shizuoka), which produced sports bikes and simple bike. It
produces bikes that have speed and power irrespective of the mileage. 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.

Yamaha produced sports motorcycles to keeping in mind the students and the youth.
Because they like new look and stylis of the bike. Focus should be on teenagers,
young and executives as they represent largest portion of the bike user segment
Customers stress on quality as complimentary to looks , company make good bike
but the mileage is not good the Indian people like quality and mileage both.

In this project we have done lot of work to see the response of consumer related to
Yamaha bike and see the consumer satisfaction level .To find out the result we do
survey , and ask the questions to the consumer and take their response.

For more details go ahead….

OBJECTIVE OF THE RESEARCH

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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:

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.

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 CHAPTER- 1
INTRODUCTION

INTRODUCTION

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 relevant information and solution are suggested to solve the problem which may be related to
consumers, product, market competition, sales promotion and so on.

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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
behaviour, 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

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