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)

1
 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

2
3
 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:
4
➢ 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

5
 ➢ 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

6
 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

7
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.

8
 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.

9
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

10
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 behaviour. 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,
11
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.

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 organisation. 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, analysed 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.

7) 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.

8) 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
12
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 behaviour. Thus, MR is needed for removing the wide communication gap
between producers and consumers.

9) 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.
10) 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.
11) 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

13
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.
12) 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 organisation. 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, analysed 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.

14
 CHAPTER -2
CORPORATE
INTRODUCTION

COMPANY PROFILE

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

15
16
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 the 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 international level of professionalism with progressive career 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.

17
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
18
development for Yamaha will not remain merely an idea in pipeline.We believe in taking care
of not only Your Motoring Needs but also the needs of Future Generations to come.

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.”

19
20
 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

21
Industry profile

The Indian automotive industry consists of five segments: commercial vehicles; multi-utility
vehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With 5,822,963 units
sold in the domestic market and 453,591 units exported during the first nine months of
FY2005 (9MFY2005), the industry (excluding tractors) marked a growth of 17% over the
corresponding previous. The two-wheeler sales have witnessed a spectacular growth trend
since the mid nineties.

Two-wheelers: Market Size & Growth

In terms of volume, 4,613,436 units of two-wheelers were sold in the country in 9MFY2007
with 256,765 units exported. The total two-wheeler sales of the Indian industry accounted for
around 77.5% of the total vehicles sold in the period mentioned.

Demand Drivers:

The demand for two-wheelers has been influenced by a number of factors over the past five
years. The key demand drivers for the growth of the two-wheeler industry are as follows:

❖ Inadequate public transportation system, especially in the semi-urban and

rural areas;
❖ Increased availability of cheap consumer financing in the past 3-4 years;
❖ Increasing availability of fuel-efficient and low-maintenance models;
❖ Increasing urbanization, which creates a need for personal transportation;
❖ Changes in the demographic profile;
❖ Difference between two-wheeler and passenger car prices, which makes
two- wheelers the entry level vehicle;
❖ Steady increase in per capita income over the past five years; and
❖ Increasing number of models with different features to satisfy diverse
consumer needs.

While the demand drivers listed here operate at the broad level, segmental demand is
influenced by segment-specific factors.

22
 YAMAHA PRODUCTS

Yamaha Motor Company 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.

23
RACING HERITAGE

Yamaha has a long racing heritage where it has had its machines and team win
many different competitions in many different areas, for example both road and off
road racing, also Yamaha has had great success with riders such as Bob Hannah,
Heikki Mikkola, Kenny Roberts, Chad Reed, Jeremy McGrath, Stefan Merriman,
Wayne Rainey, and the latest, Valentino Rossi. Yamaha is known to those who are
older in age as the designer of the modern motocross bike, as they were the first to
build a production mono-shock motocross bike (1975 for 250 and 400, 1976 for
125) and one of the first to have a water-cooled motocross production bike (1981,
but 1977 in works bikes).

Since 1962 ,Yamaha produced production road racing grand prix motorcycles that
any licensed road racer could purchase. In 1970, Non-factory "privateer" teams
dominated the 250cc World Championship with Great Britain’s Rodney Gould
winning the title on a Yamaha TD2.

MOTORCYCLE MODELS

Yamaha has made an extensive number of two- and four-stroke scooters, on-road
and off-road motorcycles. The Yamaha XS 650, introduced in 1970, was such an
overwhelming success that it crippled the British monopoly of vertical twin
motorcycles.

24
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
 Yamaha PAS (Nickel metal hydride battery)
 PAS Lithium (Lithium ion battery)

 PAS Business (Ni-Cd battery)

 Yamaha YQ50 Aerox R

 Yamaha Jog

25
 Yamaha Jog R

 Yamaha Neo's

 Yamaha BW'S

 Yamaha Morphous

 Yamaha XF50X (C3/Vox/Giggle)

 Yamaha FS1 (Yamaha FS1E)

 Yamaha Lagend

 Yamaha DT50

 Yamaha TZR

 Yamaha QT50

GOLF CARTS

Yamaha
Yamaha Drive

PERSONAL WATERCRAFT
 WaveRunner

WHEELCHAIRS
 JW Active
 JW-IB

 Nesquick sponsored Race chair

WHEELCHAIR UPGRADE PARTS

 JWX-1

26
 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

27
SNOWMOBILES

Yamaha has recently claimed a 100% four-stroke snowmobile line-up, making them
the only snowmobile manufacturer to do so. In Canada though, there are still three
models that Yamaha manufactures that are still 2 stroke. They are the Bravo, VK
540 and the Venture XL. Yamaha had introduced four-strokes to their line-up in
2003 and the line-up became four-stroke based for model year 2005. Many say that
Yamaha has proven snowmobiles can be clean, efficient, and reliable all while
maintaining strong performance. The RX-1 released in 2003 was the first
performance-oriented four-stroke snowmobile to ever hit the market. It was not,
however, the first modern four-stroke snowmobile produced. That honor belongs to
Arctic Cat for their Yellowstone Special, released in 2000, which was designed as a
rental sled that could meet Yellowstone National Park's stringent emission
28
 requirement. However, the Yamaha received much criticism for its weight
disadvantage when compared to similar two-strokes, despite its excellent fuel
economy and low-range torque. 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 output
of any four-stroke in production, with 160 HP/L, Yamaha achieves this even
without the use of a forced induction system. Yamaha is also a key player in the
"four-stroke wars", which are a series of advertisements from opponent Ski-Doo
who claim their 2-tec and power-tek equipped two-strokes are still cleaner and more
efficient than four-strokes, while Yamaha still claims the four-strokes are cleaner.
Yamaha also broke a multi-year absence from sno-cross in the winter of 2006-07
with their introduction of a factory race team headed by former Arctic Cat racer
Robbie Malinoski.

CURRENT LINE-UP
 Bravo
 Apex

 Attack

 Nytro

 FX Nytro

 Phazer (4th Generation)

 RS Rage

 RS Vector

29
 RS Venture

 VK Professional

SIGNIFICANT PREVIOUSLY PRODUCED MODELS

 Bravo
 coRy

 Enticer

 Exciter

 Phazer (1st-3rd Generations)

 Mountain Max

 RX-1

 SnoScoot

 Sno Sport

 SRV 540

 SRX

 SRX 440

 SX R

 SX Viper/Venom

 Venture

 VK 540

 VMAX

 VMAX SX

 Vmax

30
 Vmax-4

SNOWBLOWERS
 YT-600E
 YT-600ED

 YT-660EDJ

 YS-870

 YS-870J

 YS-1070

 YT-1080ED

 YT-1080EX

 YT-1290EX

 YT-1290EXR

 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

31
 Full list

KART ENGINES
KT SERIES 2 STROKE
 KT100SD
 KT100SC

 KT100SEC

 KT100SP

 KT100J

 KT100AX

 KT100A2

OTHER VEHICLES

Yamaha has also built engines for other manufacturers' vehicles, most notably the
V-6 and V-8 engine for the Ford Taurus SHO. The Volvo XC90 uses a larger
version of the same Yamaha V-8 engine. They also built Formula One racing
engines from the late 1980s to the mid 1990s, with little on track success. In 1991,
Yamaha developed its F1 engine supercar called the OX99-11 where two drivers sit
in tandem in front of the engine, but the project was canned due to the world
recession and lack of interest.

Yamaha also tunes engines for other manufacturers, Toyota being one of them.
Yamaha logos are, for instance, found on the Toyota S engines. As well as the 2ZZ-
GE utilized by Toyota, Pontiac, and Lotus.

Yamaha developed a prototype for a two-seater sports car with help of Albrecht
Goertz. While the Yamaha/Nissan partnership never progressed beyond the
prototype stage, Toyota took up the design and released the Toyota 2000GT.

32
Yamaha is also one of the big 4 companies in the Personal water craft market.

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
 Robot
 Surface mounter

 Pool

 CNC machine

 Golf car

o G31E

o G31AL

 Engine

33
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

34
MARKET CHARACTERISTICS
DEMAND

SEGMENTAL CLASSIFICATION AND CHARACTERISTICS

The three main product segments in the two-wheeler category are scooters, motorcycles and
mopeds. However, in response to evolving demographics and various other factors, other sub
segments emerged, viz. scooterettes, gearless scooters, and 4-stroke scooters. While the first
two emerged as a response to demographic changes, the introduction of 4-stroke scooters has
followed the imposition of stringent pollution control norms in the early 2000. Besides, these
prominent sub-segments, product groups within these sub-segments have gained importance
in the recent years. Examples include 125cc motorcycles, 100-125 cc gearless scooters, etc.
The characteristics of each of the three broad segments are discussed in Table 1.

Two-Wheelers: Comparative Characteristics

Scooter Motorcycle Moped
Price*(Rs. as
in January > 22,000 > 30,000 > 12,000
2008)
2-stroke, 4-
Stroke Mainly 4-stroke 2-stroke
stroke
Engine
90-150 100, 125, > 125 50, 60
Capacity (cc)
Ignition Kick/Electronic Kick/Electronic Kick/Electronic
Engine Power
6.5-9 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

35
Segmental 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. The scooters segment
was the largest till FY1998, accounting for around 42% of the two-wheeler sales (motorcycles
and mopeds accounted for 37% and 21 % of the market respectively, that year). However, 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. Between FY1996 and
9MFY2007, 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%,
respectively.
Over the past 10-15 years the demographic profile of the typical two-wheeler customer has
changed. The customer is likely to be salaried and in the first job. With a younger audience,
the attributes that are sought of a two-wheeler have also changed. Following the opening up of
the economy and the increasing exposure levels of this new target audience, power and styling
are now as important as comfort and utility.
The marketing pitch of scooters has typically emphasized reliability, price, comfort and utility
across various applications. Motorcycles, on the other hand, have been traditionally positioned
as vehicles of power and style, which are rugged and more durable. These features have now
been complemented by the availability of new designs and technological innovations.
Moreover, higher mileage offered by the executive and entry-level models has also attracted
interest of two-wheeler customer. Given this market positioning of scooters and motorcycles,
it is not surprising that the new set of customers has preferred motorcycles to scooters. With
better ground clearance, larger wheels and better suspension offered by motorcycles, they are
well positioned to capture the rising demand in rural areas where these characteristics matter
most.

Scooters are perceived to be family vehicles, which offer more functional value such as
broader seat, bigger storage space and easier ride. However, with the second-hand car market
developing, a preference for used cars to new two-wheelers among vehicle buyers cannot be
ruled out. Nevertheless, the past few years have witnessed a shift in preference towards
gearless scooters (that are popular among women) within the scooters segment. Motorcycles
offer higher fuel efficiency, greater acceleration and more environment-friendliness. Given
the declining difference in prices of scooters and motorcycles in the past few years, the
preference has shifted towards motorcycles. Besides a change in demographic profile,
technology and reduction in the price difference between motorcycles and scooters, another
factor that has weighed in favour of motorcycles is the high re-sale value they offer. 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.

36
Supply

Manufacturers

As the following graph indicates, the Indian two-wheeler industry is highly concentrated, with
three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor
Company Ltd (TVS) - accounting for over 80% of the industry sales as in FY2007. The other
key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic
Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic
Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India
(P) Ltd (HMSI).

Although the three players have dominated the market for a relative long period of time, their
individual market shares have undergone a major change. Bajaj Auto was the undisputed
market leader till FY2000, accounting for 32% of the two-wheeler industry volumes in the
country that year. Bajaj Auto dominance arose from its complete hold over the scooter
market. However, as the demand started shifting towards motorcycles, the company witnessed
a gradual erosion of its market share. HHML, which had concentrated on the motorcycle
segment, was the main beneficiary, and almost doubled its market share from 20% in FY2000
to 50% in FY2007 to emerge as the market leader. TVS, on the other hand, witnessed an
overall decline in market share from 22% in FY2000 to 17% 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.

37
Technology

Hitherto, 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); and joint
ventures (HHML).
A third form - that is, the 100% owned subsidiary route - found favor in the early 2000s. A
case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2 details the alliances of
some major two-wheeler manufacturers in India.
Besides the below mentioned technology alliances, 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).

Technological tie-ups of Select Players

Nature of Alliance Company Product
Bajaj Auto Technological tie-up Kawasaki Heavy Industries Motorcycles
Ltd, Japan
Technological tie-up Tokya R&D Co Ltd, Japan Two-wheelers
Technological tie-up Kubota Corp, Japan Diesel
Engines
HHML Joint Venture Honda Motor Co, Japan Motorcycles
KEL Technological tie-up Hyosung Motors & Motorcycles
Machinery Inc
KEL Tie up for Italjet, Italy Scooters
manufacturing
and distribution
LML Technological tie-up Daelim Motor Co Ltd Motorcycles
Hero Technological tie-up Aprilia of Italy Scooters
Motors

38
With the two-wheeler market, especially the motorcycle market, becoming extremely
competitive and the life cycle of products getting shorter, the ability to offer new models to
meet fast changing customer preferences has become imperative. In this context, 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 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.
Further, with exports being one of the thrust areas for some Indian two-wheeler companies,
the Indian original equipment manufacturers (OEMs) have realized the need to upgrade their
technical capabilities. These relate to three main areas: fuel economy, 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
39
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 Karisma 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 variomatic 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 variomatic transmission) to further differentiate themselves. Thus,
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:

40
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 Byk, 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.

41
 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.

42
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. Yamaha motors have recognized this
and are bringing out new models of 4 stroke bikes quite regularly to cater the needs of
the 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.

 There lies lot of potential in 150cc and above segment and Yamaha has not made enough
inroads in this segment.

Threats:

 Continuous divisions of customer segment have made conventional bikes which was the
strength of Yamaha motors.

 Constant demand for price reduction from customers.

 Bajaj Auto and TVS have taken large part of the market share from Yamaha.

 Growing competition in the industry, both in the terms of new models and price
undercutting, too is a matter of concern as both the sales realization and operation
margins may come under pressure.

43
 CHAPTER -3
CRITICAL REVIEW
OF LITERATURE

LITERATURE REVIEW
44
 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 state of satisfaction depends on a number of both psychological and
physical variables which co-relate with satisfaction behaviors such as return and
recommend rate. 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.

Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement. These ten domains of satisfaction include: Quality, Value,
Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front
line Service Behaviors, Commitment to the Customer and Innovation. 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. 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.
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.

Marketers in recent times have realized the importance of marketing orientation, and this is
being reflected in the application of marketing mix elements. Consumer’s needs are
fundamental to the formulation of any marketing strategy, from developing a
communication plan. 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.

Even though we cannot know everything that is to be known, we do need some in depth
knowledge about the consumers, starting with who is he. Is there a real Indian customer or
there is a set of stereotype. All the conventional wisdom in market research tends to favor
the view that that there are distinct types, and we need to isolate them according to some
parameter and label them.
Customer satisfaction as the key element for success in business is a major concern for any
industry. In this paper I have tried to propose a how customer satisfaction level can affect
the performance of an organization.

Customer satisfaction, a business term, is a measure of how products and services supplied
by a company meet or surpass customer expectation. It is seen as a key performance
indicator within business and is part of the four perspectives of a Balanced Scorecard. In a

45
competitive marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy.

There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while targeting

non-customers; measuring customer satisfaction provides an indication of how successful
the organization is at providing products and/or services to the marketplace.

Selecting Target Market

A review of marketing opportunities often helps in identifying distinct consumer segments

with very distinct wants and needs. Identifying these groups, 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.

Based on earlier done research following conclusion were drawn about Yamaha as a
Brand in two wheeler industry:

 Yamaha’s objective –

46
 It produces bikes that have speed and power irrespective of the mileage.

 Customer’s age –

20-35 years.

 Income group -

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, 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.

47
The study says that newly launched motorcycles including the Splendor NXG and CBZ
Extreme from Hero Honda, Discover 135 from Bajaj Auto and Bullet 350 from Enfield have
been ranked highest in their respective segments.

The study was conducted by compiling responses of more than 7,000 new motorcycle buyers
as regards the performance of more than 50 models across parameters like sales satisfaction,
product quality, motorcycle performance and design, after-sales service, brand image, and
cost-of-ownership.

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, 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. In transacting with the service dealer, competitive pricing and explanation have
gained importance as well as have high impact on retention.

For the upper executive segment latest technology and style have gained importance.
Explanation of feature and benefit gained in terms of stated importance while Salesperson
knowledge impacts largely on retention.

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, now he expects manufacturers to give him the best technology, he questions
salesperson and look for the best financing options available and demands quick service.
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. Across the country, close to 24% of current motorcycle owners intend to
upgrade to a four-wheeler as their next vehicle. The propensity to upgrade to a car is higher in
the north as compared to other parts of the country.

48
 CHAPTER -4
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 Clifford Woody, research
49
comprises defining and 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

50
 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.
 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 20 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:
 Exploratory Research design
➢ Focus Group
➢ Primary data analysis

Collection of Data:

 Qualitative Data
51
➢ Survey
➢ questionnaires

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.

Sample Size: A total of 200 people have been questioned for the purpose of filling up the
questionnaire.

 Details of the Survey Conducted

Sample Size 200

Target Population 20-25 years

52
 25-30 years
30 and above
Area Covered Delhi/ New Delhi, Noida & Greater Noida

Sampling Simple Random

Type of Questionnaire Structured 5 point Likert Scale
Type of Questions Close ended Questions

SCOPE OF STUDY

The research was carried 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.
➢ 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.

53
54
 CHAPTER- 5
DATA COLLECTION AND
PRESENTATION

55
 DATA COLLECTION AND PRESENTATION

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 .

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

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 next step was to
run the SPSS and acquire specific results pertaining to the research done .

The findings and analysis complementing to results are discussed in the chapters to
follow .

56
 CHAPTER -6
GRAPHICAL DATA
ANALYSIS &
INTERPRETATION

57
 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
:

i. customer’s age

ii. marital status

iii. profession

iv. education

v. attitude of dealer

vi. explanation of product features by the dealer .

vii. sales terms and conditions

viii. product display in the showroom

ix. cleanliness in showroom and service station

x. atmosphere

xi. cleanliness of purchased bike

xii. time taken in delivery

xiii. explanation of bike functions

58
 xiv. PDI and checks made

xv. Time taken in documentation

xvi. Salesman follow up

xvii. Reminder of first service

xviii. Action to complains

xix. Replacement condition

xx. Dealer representation of brand

GRAPHICAL DATA INTERPRETATION

1. Which sex of customer prefer motor bike?

59
 Male 99.5

Female 0.5

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

60
2. What is the preference of married and unmarried people for bikes?

Married 15%

Unmarried 85%

Interpretation:

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

61
 3. Which age group of customer prefer motor bike more ?

Age 18- 25- 35-

Group 25 35 45 About 45

Percentage 65% 20% 10% 5%

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.

62
 4. How do professional/occupational people show there preference towards
motor bike:

Student 45%

Service 40%

Business 5%

Self Employed 5%

Others 5%

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.

63
 5. How do income wise customer show there interest towards motor bike ?

10000-15000 35%

15000-20000 40%

20000-50000 15%

50000-100000 5%

Above one lac 5%

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.

64
6. Which company of bikes is preferred mostly by customers?

Hero Honda 40%

Bajaj 45%

Yamaha 10%

TVS 3%

Honda 2%

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.

65
 7. Are customers satisfied with the bikes they use ?

Yes 99.50%

No 0.50%

Interpretation:

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

66
 8. For which specific feature bikes are used by the customers ?

Speed 40%

Power/BHP 5%

Mileage 30%

Design 5%

Brand 5%

Pick up 2%

Color 5%

Comfort 8%

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.

67
9. How do people come to know about motor bikes?

TV 35%

Newspaper 15%

Friend 12%

Product Show 10%

Family 8%

Test Ride 2%

Internet 10%

Hoarding 8%

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.

68
10 for what reason people use bike?

Passion 30%

Self Satisfaction 8%

Cruising / Long
Drive 30%

Show Off 2%

Commuting 20%

Power 10%

Interpretation:

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

69
 11. For whom customer like to purchase a bike?

Family 40%

Yourself 30%

Son 20%

Girl Friend 10%

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.

70
12. Why did you purchase a bike?

Brand Value 80%

Design 5%

Publicity 14%

Scheme 0%

Gift 1%

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.

71
13. Which type of brakes are mostly preferred by the customers?

Disc Brake 85%

Drum Brake 15%

Interpretation:

The main factor is used for customer favourably through disc brake and drum brake. It is 80% used disc
brake and rest of used drum brake.

72
14. Which types of wheels are mostly preferred by the customers?

Spoke Wheel 20%

Alloy Wheel 80%

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.

73
 15. How was your experience after using the bike?

Good 20%

Excellent 75%

Satisfactory 5%

Not Good 0%

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.

74
16. How do customer want the servicing of his motor bike to be done ?

Showroom 95%

Road
Mechanic 5%

Interpretation:

The main important thing that the motor bike servicing factor where it will be better do for that. 95%
customers attitude towards servicing of motor bike in showroom and rest of road mechanic.

75
17. Do customers get full value of money for the bike they purchased?

Yes 100%

No 0%

Interpretation:

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

76
18. How do customer feel about dealer services towards the current brand ?

Extremely Well 45%

Very Well 50%

Average Not Very

Well 5%

Not Well at All 0%

Interpretation:

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

77
 CHAPTER- 7
FINDINGS OF RESEARCH

78
 FINDING OF RESEARCH

1. Out of the six brands covered the respondents of Suzuki are generally married while other
brands have unmarried customers.

2. 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.

3. When explanation of product features comes into view; only Yamaha customers
rank them average; others says it’s good.

4. Hero Honda and Honda are most favored brands when timely delivery of bike comes into
picture.

5. Suzuki customers says that they have to run after their dealers for the documentation of
the delivery done while others say they are satisfied.

6. Yamaha is best when sales follow up after delivery is concerned.

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.

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 inspite of having a low market share is able to retain most of
its customers.

79
 CHAPTER -8
SCOPE OF FURTHER RESEARCH

SCOPE OF FURTHER RESEARCH

80
 There are various conclusions that can be arrived at regarding the Indian two
wheeler industry after the execution of this research . still the research can not be considered
as totally exhaustive . There are various areas that are beyond the scope of this research . this
arises the need and scope of further research in this area . Some of the possible arenas can be
as follows :

 Forecasting the market for two wheeler industry in coming 5 years .

 Study of consumer behavior of Indian two wheeler industry .

 Developing a model for success of a particular brand on the basis of

arrived conclusions.

 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.

81
 CHAPTER -9
PROBLEM
IDENTIFICATION

82
 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.

 Yamaha lacks in aggressive marketing strategy.

 Indian customers are mainly commuters and not bikers.

 Yamaha has no raring 150 cc range bike.

 People having a halo image of RX-100.

 Yamaha has lost trust among Indian consumers by producing bikes like YBX, Fazer
and Libero.

 High maintenance cost.

 Dearer accessories.

 Yamaha has no vulnerable bike to compete with high mileage bikes of TVS and
Hero Honda.

83
 CHAPTER -10
SUGGESTIONS

84
 SUGGESTIONS

1. 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 .

2. BIKE IN 150 CC SEGMENT – Yamaha does not has any successful bike in this
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 .

3. 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.

4. 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.

5. 360 degree marketing approach and need to follow aggressive promotional

campaigns to grab a larger piece of pie in the motorcycle segment.

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

7. 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.

8. 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.

85
CHAPTER 11
CONCLUSION

CONCLUSION
86
 From the research following facts about Indian two wheeler industry has been
inferred:

 Customer prefer the bike more which age b/w(20-35)

 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.

 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 Delhi / New Delhi is found good having with
customers attitude and behaviour to Dealership evaluation other than found of
Noida then Greater Noida.

87
CHAPTER- 12
LIMITATIONS

88
 LIMITATIONS
The research has showed following limitations

 Average age –26-30 years. the average age of Yamaha bike users was assumed to be
21- 25 years . but from the survey it was found that the average age of Yamaha bike
users lie between 26-30 years of age.

 Profession –Salaried; Young executives . before research students and young

executives were considered to be the main customer of Yamaha.but our research has
shown that the salaried class is the main customer of Yamaha .

 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 . while the number of new customers are much less than that of
other brands.

 Competitive advantage -
➢ Speed
➢ Power
➢ Pick-up
➢ BHP

1. Research was limited to only two wheeler motorcycle industry.

2. Research was restricted to Noida only.

3. 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.

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

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

89
 CHAPTER-13
BIBLIOGRAPHY

BIBLIOGRAPHY

90
BOOKS
 Kotler Philip, Keller Lane Kvin “Marketing management” 12th edition Pearson
Education P.No. 117,118,121.

 Ramaswamy V.S., Namakumari S. “Marketing Management” 3rd edition

2006 Macmillan Publicaton. P. No. 311,312

 Kumar Arun, Minakshi N. “Marketing Management” Vikash publication 1st

edition 2006 P. No 213, 214

 Kotler Philip, Koshy Abraham, “Marketing Management” 13th Edition Pearson

Education P.No.115, 116, 120.

WEBSITES
 www.indianauto.com

 www.yamaha-motors-india.com

 www.bikes.com

Software
 MS World

 MS Paint

91
 CHAPTER-14
ANNEXURE

COMPETITOR CUSTOMER SATISFACTION SURVEY

CUSTOMER NAME -- Town:

Phone number …………………….. State:

92
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 ………………………………..

93
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

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

94
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

95
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 - If for any reason, 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

Reasons ……………………………………………………………………………………..

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

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

C. If not same company then Why?

…………………………………………………………………………………………………
……………………………………………………………………………………………

D. 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

E. Please comment on Yamaha’s Brand Image in the 2 wheeler industry now ?

……………………………………………………………………………………………….

96
F. Please rate the following…..

a. Yamaha’s sales standard 1 2 3 4 5

b. Yamaha’s service standard 1 2 3 4 5

G. What are the reasons Yamaha is not doing well ?

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

H. How well do you feel the dealer services represent the Current Brand you using?

(Please tick)

a. Extremely well b. Very well c. Average not very well

d. Not well at all

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

SUGGESTIONS IF ANY ---

…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………

(PARAMETERES) --

1 = VERY BAD, 2 = POOR, 3 = AVERAGE, 4 = GOOD, 5=VERY GOOD

97
 PARAMETER FOR QUESTIONNAIRES EVALUATION

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 )

5 = The 4 = The 3 = The 2 = The 1 = The

customer was customer customer customer customer
promptly was greeted was greeted was not was not
greeted and and took but took a greeted and greeted and
guided to the some time to lot of time just send to not even
respective be guided to (15 min) to the send to the
salesman the be guided to respective respective
respective the salesman salesman
salesman respective
salesman

b. Explanations of product features.

5 = The salesman 4 = The 3 = The 2 = The 1 = The

was able to salesman was sales man salesman salesman
explain all FAB able to explain was able to was able to was not
of the product FAB of our explain explain able to
and its products only key only a few explain
competition features features any
features

98
 c. Explanation of sales terms and conditions.

5 =salesman 4 = salesman 3= 2= 1=
explained all the explained salesman salesman salesman
sales terms and most of the explained only didn’t
conditions sales terms few sales mentioned explain
and term and the sakes any sales
condition conditions term and term and
conditions condition

2. How satisfied are you with the dealer shop.

a. Product display

5 =Bikes were 4 = Bikes 3 = Bike 2 = = Bikes 1 = The

well arranged were were arrange were bikes were
and could be arranged in a manner cramped crammed in
seen from all well but not that only one in small space and
angles visible from sides were spaces and arranged
all angles visible no space haphazardly
between
them

b. Cleanliness

5 = Everything 4 = The 3 = The 2 = The 1=

clean( inside showroom is showroom is outside Everything
and outside) clean but a little dusty dirty but dirty and
outside is and dirty inside littered
little dirty clean

c. Atmosphere
99
5 = There was 4 = The 3 = The 2 = Only a few 1=
adequate seating customer seating chair were there in There
for all customers lounge had a was on the showroom and were no
and the lounge good first come the TV was not chairs in
was well stocked selection of first serve working and there the
with magazine, magazine basis and were no magazine showroo
news paper and and the TV small and the temp. in m no TV
the TV was was not number of the showroom was and no
running with the working all magazine bad magazine
approved videos the time with were and the
and the temp. in adequate available temp. in
the showroom seating and the
was pleasant the temp. in and the showroo
the temp. in m was
showroom the extremely
was showroom uncomfor
comfortable was ok table

100
 DURING VEHICLE DELIVERY EVALUATION

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery

5 =the 4 = the bike 3 = somewhat 2 = dirty 1 = dirty and

bike was was almost clean with had scratch
spotless , clean and was hand marks
perfectly handed marks
cleaned properly
and
handed
over

b. Timely delivery of the bike

5 =the bike 4 =the bike 3 = the 2 = the bike 1 = the bikes

was was bike was was delivered was not
delivered delivered delivered the same day delivered on
immediately on the same on the but in the the same day
after the day but had same day second half of despite of
PDI to wait for 2 within 2 the day waiting long.
hours hours It was
delivered
after 2-3 days

101
 c. Explanation of motorcycle functions at delivery

5 =The 4 = the 3 = the 2 = the 1 = the

serviceman serviceman serviceman serviceman serviceman
explained all tried to was not could could not
the features explain all forthcoming explain a explain the
and gave the features in few features and
complete and explaining maintenance the
maintenance maintenance the features tips only maintenance
tip tips and tips
maintenance
tips

d. Proper PDI and checks made.

5 =proper 4 = 5 out of 3 = 4 out of 6 2 = things 1 = PDI was not

PDI was done 6 the things things were were done before
and the were checked checked and noticed but delivering and the
booklet was and the the booklet was not booklet was not
filled booklet was not filled checked filled
filled and the
(frame,
booklet
engine,
was not
electrical
filled
,road test
,battery,
oiling, tyre
check )

102
 e. Proper documentation of the delivery done

5 =complete 4= 3= 2 = wrong 1=
documentation documentation documentation documentation documentation
of delivery was was done but was done but was done was not done
done few some most of the
information information
was was
incomplete. incomplete

AFTER SALES EVALUATION ---

1. After you bought your new Yamaha , did the dealer staff --

a. Salesman follow up for your first experiences.

5= 4= 3= 2= 1 = No permission
Permission Permission Permission Permission taken.
with date taken with taken but not taken
and time some with no but
taken for details details interest
the first shown.
follow up

b. Did the dealership remind you for first service due.

103
5 =dealership 4= 3 2= 1=
reminded for the dealership =dealership dealership dealership
first service due a 3 reminded reminded reminded didn’t
days before for the first for the first for the remind for
service 2 service due first the first
days before a day service on service due
before the due at all
day itself

c. Did the dealership take prompt actions to your complaints.

5 = Complains 4 = listened 3 = listen and 2 = just 1 = not

were heard and and resolve in a listen listening and
resolved resolved long period of not resolving
quickly time

F. Please rate the following:

a) Yamaha s sales standard

5 =all the features 4 = 5 out 3 = 4 out 2= 1 = no

and benefits were of 7 of seven some product
104
 explained(YTPS, features features features feature
comfort ride, engine and and were and
displacement, CC, benefits benefits told. benefit
brakes ,price, were were Benefits was told
mileage, petrol tank) explained explained were
not told

b) Yamaha s service standard

5 =all 22 4 = all 22 3 =15 out of 22 2 = few 1 = service

features of features features were features was not done
were were checked, the were
checked, the checked , booklet was filled checked,
booklet was the booklet but the but the
filled and was filled customers were booklet
the but the not informed was not
customer customer filled and
was was not the
informed. informed customer
was also
not
informed.

105
 CHAPTER-15
QUESTIONNAIRES

CUSTOMER SATISFACTION OF TWO WHEELERS INDUSTRY

1. Name :
106
2. Gender : (M/F)
3. Marital Status:
i. Married ii Unmarried
4. Phone No.:
5. Location/Address:

6.Age Group(in years):

i. 18-25 iii 25-35
ii. 35-45 iv Above 45

7.Profession/Occupation :
i. Student iv. Self Employed
ii. Service v. Others
iii. Business

8. Income(in Rs.):

i. 10000-15000 iv. 50000-100000

ii. 15000-20000 v. Above one lakh
iii. 20000-50000

9. Which company bike & model you are having?

i. Hero Honda iv. TVS

ii. Bajaj v. Honda
iii. Yamaha vi. LML

10. Are you satisfied with the product?

(i) Yes 11. What do you like in

(ii) No the bike?

i. Mileage
107
ii. Design/Graphics

108
 iii. Brand
iv. Colour
v. Speed
vi. Power/BHP

12. How did you know about the bike?

(i) TV (vi) Internet

(ii) News (vii) Test Ride
Paper/Magazine (viii) User
(iii) Friend (ix) Hoarding
(iv) Product Show
(v) Family

13. Why do you drive bike/two wheeler?

(i) Passion (iv) Commuting

(ii) Self Satisfaction (v) Show Off/Status
(iii) Cruising/long Symbol
Drive (vi) Power

14. For whom did you purchase the bike?

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

15. Why did you purchase the bike?

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

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

(i) Disc Brake (ii) Drum Brake

17. Which types of wheels are attracted by you?

(i) Spoke wheel (ii) Alloy wheel
109
18. How was your experience?
(i) Good (iii) Excellent
(ii) Satisfactory (iv) Not Good

19. if not satisfied, why?

(i) Sales (iv) Product
(ii) Schemes (v) Service
(iii) Commitment

20. Servicing:
(i) Show room (ii) Road
Mechanic

21. Did you get the full value of your money with the product?
(i) Yes
(ii) No

110
1