1NH13MBA28

Internship Report On
“A STUDY CUSTOMER PERCEPTION ABOUT YAMAHA BIKES”
BY
GOWTHAM M N
1NH13MBA28
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the guidance of
INTERNAL GUIDE EXTERNAL GUIDE
Mr. ARUN RAGHU MR. BHUVAN
Asst. PROFESSOR, MBA MANAGER
Department of Management
NEW HORIZON COLLEGE OF ENGINEERING
OUTER RING ROAD, MARATHALLI,
BANGALORE
2013
ACKNOWLEDGEMENT
I wish to place on record my deep sense of appreciation to all those who made this project come
into existence and guide me from the start to finish. I express my sincere gratitude to the
institution of New Horizon College of Engineering, Bangalore.
I would like to thank Dr. MANJUNATHA, principal of New Horizon College of Engineering,
Bangalore for giving me the opportunity to prove my caliber by submitting this project report1.
I am grateful to Dr. SHEELAN MISRA, Head of Department of Management Studies, New

Horizon College of Engineering, Bangalore for her support in the formatting and completion
of this project.
I am indebted to my guide Mrs. LINCY JOYKUTTY for her support from the beginning till
completion of this study.
I extend my sincere gratitude to MR. BHUVAN, Manager LAHARIMOTORS Bangalore for

giving me the time and information needed for making this assignment success.
GOWTHAM M.N
1NH13MBA28
LIST OF CONTENT
CHAPTER PARTICULARS PAGE NO
CHAPTER 1 INTRODUCTION 1-6
CHAPTER 2 INDUSTRY AND COMPANY PROFILE 7-34
CHAPTER 3 THEORITICAL BACKGROUND OF THE STUDY 35-50
CHAPTER 4 ANALYSIS AND INTERPRETATION 51-67
CHAPTER 5 FINDINGS, SUGGESTIONS AND CONCLUSIONS 68-71
BIBLIOGRAPHY 72-76
ANNEXURES
LIST OF TABLES
4.1 Table showing cross table for price of the vehicle with are you aware of YAMAHA 28
vehicles.
4.1.1 Table showing chi square for price of the vehicle with are you aware of YAMAHA 28
vehicles.
4.2 Table showing cross table for price of vehicle with how did you hear about Yamaha 29
vehicles.
4.2.1 Table showing chi-square test for price of vehicle and how did you hear about 29
YAMAHA.
4.3 Table showing cross table for price of vehicle with how long are you using Yamaha 30
vehicles.
4.3.1 Table showing chi-square test for price of vehicle with how long are you using 30
YAMAHA vehicles.
4.4 Table showing cross table for mileage of vehicle with are you aware of YAMAHA 31
vehicles.
4.4.1 Table showing chi square test for mileage given by vehicles and are you aware of 31
Yamaha vehicle.
4.5 Table showing cross table for mileage of the vehicle with how did you hear about 32
YAMAHA vehicles
4.5.1 Table showing chi-square test for mileage of vehicle with how did you hear about 32
YAMAHA vehicle.
4.6 Table showing cross table for mileage given with how long are you using YAMAHA 33
vehicles.
4.6.1 Table showing chi-square test for mileage given with how long are you using Yamaha 33
vehicles.
4.7 Table showing cross table for road grip of vehicle with are you aware of Yamaha 34
vehicles
4.7.1 Table showing chi-square test for road grip of vehicle with are you aware of Yamaha 34
vehicles.
4.8 Table showing cross table for mileage of the vehicle with how did you hear about 35
YAMAHA vehicles.
4.8.1 Table showing chi-square test for road grip of vehicle with how did you hear about 35
YAMAHA vehicles.
4.9 Table showing cross table for road grip of vehicle with how long are you using 36
YAMAHA vehicles
4.9.1 Table showing chi-square test for road grip of the vehicle with how long are you using 36
YAMAHA vehicle
4.10 Table showing cross table for durability of vehicle with are you aware of Yamaha 37
vehicles
4.10.1 Table showing chi-square tests for durability of the vehicle with are you aware of 37
YAMAHA vehicles.
4.11 Table showing cross table for durability of vehicle with how did you hear about 38
YAMAHA vehicles
4.11.1 Table showing chi-square test for durability of the vehicle with how did you hear 38
about YAMAHA vehicles.
4.12 Table showing cross table for durability of vehicle with how long are you using 39
Yamaha vehicles.
4.12.1 Table showing chi-square test for durability of the vehicle with how long are you 39
using YAMAHA vehicles.
4.13 Table showing cross table for how long do you have relationship with dealers with do 40
you recommend YAMAHA bikes to others.
4.13.1 Table showing chi-square test for how long do you have relationship with dealers with 40
do you recommend YAMAHA bikes to others.
4.14 Table showing cross table for how long do you have relationship with dealers with 41
will you continue to buy YAMAHA.
do you recommend YAMAHA bikes to others.
4.15 Table showing cross table for how long do you have relationship with problems with 42
the dealer.
problems with the dealers.
4.16 Table showing cross table for how long do you have relationship with how did dealers 43
respond to the problems.
4.16.1 Table showing chi-square test for how long do you have relationship with how did 43
dealers respond to the problems.
4.17 Table showing cross table for how long do you have relationship with did you have 44
any complaints with vehicle.
4.17.1 Table showing chi-square test for how long do you have relationship with did you have 44
any complaints with vehicle.
4.18 Table showing cross table for how long do you have relationship with how was 45
complaints solved
4.18.1 Table showing chi-square test for relationship with dealer with how was complaints 45
solved.
4.19 Table showing cross table for information delivered by sales person with do you 46
recommend Yamaha to others.
4.19.1 Table showing cross table for information delivered by sales person with do you 46
recommend Yamaha to others.
4.20 Table showing cross table for information delivered by sales person with will you 47
continue to buy YAMAHA in future.
4.20.1 Table showing chi-square test for information delivered by sales person with will you 47
continue to buy YAMAHA in future.
4.21 Table showing cross table for information delivered by sales person with problems 48
with the dealers
4.21.1 Table showing chi-square test for information delivered by sales person with problems 48
with dealer.
4.22 Table showing cross table for information delivered by sales person with how dealers 49
responded to you.
4.22.1 Table showing Chi square for information delivered by sales person with how dealers 49
responded to you.
4.23 Table showing cross table for information delivered by sales person with did you have 50
any complaints with the dealers.
4.23.1 Table showing chi-square test for information delivered by sales person with 50
complaints with dealers.
4.24 Table showing cross table for information delivered by sales person with how was 51
complaints solved.
4.24.1 Table showing chi square test for information delivered by sales person with how was 51
complaints solved.
4.25 Table showing cross table for replacement of spares with will you continue to buy 52
YAMAHA in future.
4.25.1 Table showing cross table for replacement of spares with will you continue to buy 52
YAMAHA in future.
4.26 Table showing cross table for replacement of spares with problems with dealers 53
4.26.1 Table showing cross table for replacement of spares with problems with dealers 53
4.27 Table showing sales person in the showroom are customers friendly. 54
4.28 Table showing promptness of delivery. 55
4.29 56
Table showing how you heard about YAMAHA vehicles
4.30 57
Table showing factors influenced the most in buying YAMAHA vehicles.
4.31 58
Table showing mileage given by the vehicle.
LIST OF GRAPHS
GRAPH PARTICULARS PAGE
NO NO
4.1 54
Graph showing sales person in the showroom are customers friendly
4.2 55
Graph showing promptness of delivery
4.3 56
Graph showing how you heard about YAMAHA vehicles.
4.4 Graph showing factors influenced the most in buying YAMAHA 57
vehicles.
4.5 58
Graph showing mileage given by the vehicle.
EXECUTIVE SUMMARY
This research has been conducted to study “CONSUMER PERCEPTION ABOUT

YAMAHA BIKES AT LAHARI MOTORS”. The study was conducted with the intention of
knowing the perception level of the consumers towards YAMAHA BIKES. The objective of the
study was to understand the attitudes & behaviour of the cosnsumers of Yamaha bikes, to
identify the influencing factor towards preference of yamaha bikes, and to understand the
charecteristic feature of yamaha bike that influence the purchase decision and choosing Lahari
motors. The entire sample covered a broad range of customers who were surveyed through
questionnaire. The study also includes the important findings and draws upon the conclusions on
it by giving valuable suggestions.
The research was conducted only to know the perception of customers about Yamaha Bikes at
Bangalore city. Since India is one of the largest and most promising market for two wheelers any
study related to Bikes will always be contemporary and value adding. Further research can be
carried out in any place of India considering other factors.
From the research conducted it was analyzed that majority of the respondents continue to buy
Yamaha bikes in the future and also recommend others to buy Yamaha bikes which indicates
brand loyalty. Many consumers are satisfied about LAHARI MOTORS with the promptness in
delivery of service to the customers. Thus LAHARI MOTORS is striving to satisfy the
customers in order to promote its service and ensuring the quality in service being provided.
A STUDY ON CUSTOMER PERCEPTION ABOUT YAMAHA BIKES
CHAPTER: 1
INTRODUCTION
TITLE OF THE PROJECT:
“A STUDY ON CUSTOMER PERCEPTION ABOUTYAMAHA BIKES”.
STATEMENT OF THE PROBLEM:
India is one of the fastest growing economies all over the world and a live example which depict
the development in the growth of automobile and bike industry. Though a sharp increase in the
growth of automobile industry is seen in the past few decades, at the same time because of
economic slowdown and a diverse population need have affected the two-wheeler market to a
great extent.
To succeed and sustain in the fierce competition and in this difficult economic situation, it is
important to know the consumer attitude and the factors they take in to consideration while
buying a new vehicle. This study will make an attempt to know the consumer’s changing
behaviour due to the slowdown in the economy and also the factors that carry the highest weight
age while buying a new vehicle.
OBJECTIVES OF THE STUDY:
1. To understand the attitude and behaviour of customers of Yamaha bikes.

2. To study the different factors contributing towards customer preference for Yama
3. ha bikes.
4. To study the effectiveness of various important characteristics of the Yamaha bikes..
5. To study the different influencing factors contributing towards customer preference for
the dealer Lahari motors.
6. To suggest some measures which might be helpful to increase the market share of
Yamaha bikes.
New horizon college of Page 1

Scope of study:
This Study is to analyse the various factors affecting the customer preference for Yamaha
bikes at Lahari motors in Bangalore city. There is a huge possibility to conduct the study
at any other place of India or on any other factors related to the consumer behaviour of
Bikes. As we all are aware of the fact that India is one of the largest and most promising
market for two wheelers any study related to Bikes will always be contemporary and
value adding.
Review of Literature
The study was to gain improved understanding of the forces and factors present in after-
sales activities, and the role of these in enhancing or endangering business. The objective was to
gain a better understanding of how a supplier could successfully manage its "customer care"
activities in the dynamic Automobile market. The term, "care" is used extensively in the study as
a doorway into the world of after sales activities as well as an organizing construct for
interpreting what was found. The concept of care includes activities related to maintenance and
preventive maintenance. It additionally includes services that can link back to help enhance pre-
existing capabilities for delivery of products or systems. Processes and measures of customer
satisfaction and loyalty provide two critical aspects of the study.
The importance of the concept of care and the actions that define it were found to be
critically important for a customer's total satisfaction. The importance of the care phase in the
total customer process was found to increase as the customer relationship matures.
This work, arrived out to implement this idea, illustrates that there is a great, unrealized
potential, particularly in the creation of a viable model of after sales customer care able to
accommodate the complexity of contemporary business development.
Review of literature helped the researcher to conduct the survey in better and
extensive manner; it should also help the researcher for further findings and getting deeper into
the topic. Review of literature was taken from projects already done on the various products of

the company. The information about the various aspects was also taken from company websites
and brochures.
Authors Robert Kreuzbauer, Alan J. Malter has enlighted on

This article explains how embodied cognition and perceptual symbol systems enable product
designers to influence consumers by communicating key perceptual features through subtle
changes in product design elements. In this way, managers can change perceptual design
elements to support line extension strategies. More specifically, design changes can be used as a
tool to help evolve consumer perceptions of a product's uses and brand category membership.
The role of perceptual symbols in product design is illustrated by a well-known off-road
motorbike brand that planned to extend into the street motorbike segment. In order to facilitate
customer acceptance of a street motorbike from this off-road brand, the firm gradually
introduced models containing an increasing number of elements of street motorbikes over a
period of several years. The authors use this example to show how typical design elements of the
target product category can be effectively integrated with design elements of the current product
category by simply modifying key characteristics of product-shape attributes. This process is
further tested in an experiment, where motorbike models differing slightly in key product
features (e.g., product shape) were rated on their resemblance to street or off-road motorbikes.
The results show a strong effect of these design changes on brand-category membership.
Managerial implications of this approach and future research directions are discussed.
Author Michael D. Johnson has enlighted on

Two studies are reported which examine the existence of attribute redundancy as well as
customer' ability to perceive attribute redundancy in consumer information environments. The
results of the first study suggest that attribute redundancy varies widely from product category to
product category. The results of the second study suggest that consumers' ability to perceive
attribute relationships improves with product knowledge. Unexpected was an observed U-shaped
relationship between consumers' perceptions of attribute redundancy and attribute knowledge.
Together the results suggest a number of policy implications regarding the value of consumer
information programs.

Dr. Ronald Mani & Mr. DebasisTripathyhas enlighted on

The marketing philosophy of business assumes that an organisation can best serve, prosper and
attain profit by identifying and satisfying the needs of its customers. This however, is a recent
thinking, various definitions of marketing have been given from different perspective, exchanges
and utility being the two important once. The current millennium has unfolded new business
rules, the most significant of them being that past or experience in a given product market is no
indicator for future success. Market leadership cannot be taken for granted because customer
loyalty does not exist. The customer today has a much wider choice.
India is the second largest producer of the two-wheeler in the world. The two wheeler Segment
contribute the largest volume all the segments in automobile industry in India. The country
stands next to China and Japan in terms of production and sales respectively. The industry is
growing at a rate of 30% annually. It consists of three segment viz. scooter, motorcycle and
moped. Majority of Indians, especially the youngster prefer motorbikes rather than cars.
Capturing a large share in the two wheeler industry, bikes and scooter covers a major segment.
Bikes are considered to be the favorites among the youth generation, as they help in easy
commutation, styling and mileage and has more aesthetic appeal. It is quite evident that knowing
consumer needs and desires is a road to success for the marketer, but the question is how? It is
not a simple task. At the first instance, we can feel that whatever consumer is telling may be
perceived as correct but actually he may not act otherwise. They may respond to the message but
may be influenced at the last moment by their friends, family members or by other reference
groups. Consumer behavior is the study of how people buy, what they buy, when they buy and
why they buy. Consumer Behavior is the psychology behind marketing the behavior of
consumers in the marketing environment. Two major psychological disciplines come into play
when observing and trying to explain consumer behavior. The first is Cognitive Psychology
which is a study of all knowledge related (mental) behavior. The attention, perception, memory
and decision making are the various aspects of Cognitive Psychology that play an important role
in consumer behavior. The second psychological discipline that has theories to explain certain
phenomenon of consumer behavior is Social Psychology. It is the study of the manner in which
the personality, attitude, motivation and behavior of an individual influence and are influenced
by groups.

SarmisthaSarmahas enlighted on
Consumer Research has shown evidence to the fact that consumers act and react on the basis of
their perception. Individual perception may be a function of a number of factors—like their
needs, wants, values and experiences.For a marketer creating the positive perception is the
greatest challenge. Therefore creating a positive perception is a must for the success of a
marketing programme. Marketers must understand the notion of perception in order to determine
the factors that influence a consumer to buy. For creating a positive perception marketers
elaborately develop their promotional strategies. Advertisements are the most popular form of
communication used by companies. Advertisements position the products as fulfilling the needs
of the customers and delivering the benefits. Positioning is shaping the views of the product
rather than changing the product itself. Creating a perceptual difference with the competitor’s
products is the first step in the brand building exercise.It is difficult to position the products that
are largely identical. For example: water is considered to be a uniform product yet marketers
have succeeded in differentiating among the various forms of water available in the market. A
detailed understanding of the customer’s perception and the process of perception formation
helps the marketer to design effective marketing strategy. In the following paragraphs we shall
evaluate the concept of perception and its role in marketing with special focus on product
differentiation.
METHODOLOGY:
SOURCES OF DATA COLLECTION:

PRIMARY DATA:
Primary data will be collected from customers of Yamaha bikes in Bangalore city by
using survey method.
SECONDARY DATA:
Secondary data sources will be extensive utilization of internet to refer to similar studies
conducted earlier.
 Company website

Sampling plan
Sampling unit: the sampling unit will be customers of Yamaha bikes within the
Bangalore city.
Sampling method: non-probability convenience and judgement sampling methods will
be used.
Sampling size: the sample would consist of 100customers of Yamaha bikes.
Research instrument
Structured questionnaire
Limitations of the study:
1. The sample is restricted only to the customers of Yamaha bikes in the city of Bangalore
because of time constraint.
2. The information gathered may be biased.
3. Since lack of knowledge over the bike to the people (illiterate) exact information may
fail to exist in such cases.
4. Information provided by the respondents depends up on their usage of bike

CAHPTER: 2
INDUSTRY AND COMPANY PROFILE
FOUNDING HISTORY
Paving the Road to Yamaha Motor Corporation
"I want to carry out trial manufacture of motorcycle engines." It was from these words spoken by
Genichi Kawakami (Yamaha Motor's first president) in 1953, that today's Yamaha Motor
Company was born.
"If you're going to do something, be the best."
Genichi Kawakami
Genichi Kawakami was the first son of Kaichi Kawakami, the third-generation president of
Nippon Gakki (musical instruments and electronics; presently Yamaha Corporation). Genichi
studied and graduated from Takachiho Higher Commercial School in March of 1934. In July of
1937, he was the second Kawakami to join the NipponGakkiCompany.
He quickly rose to positions of manager of the company's Tenryu Factory Company (musical
instruments) and then Senior General Manager, before assuming the position of fourth-
generation President in 1950 at the young age of 38.
In 1953, Genichi was looking for a way to make use of idle machining equipment that had
previously been used to make aircraft propellers. Looking back on the founding of Yamaha
Motor Company, Genichi had this to say "While the company was performing well and had
some financial leeway, I felt the need to look for our next area of business. So, I did some
research." He explored producing many products, including sewing machines, auto parts,

scooters, three-wheeled utility vehicles, and motorcycles. Market and competitive factors led him
to focus on the motorcycle market. Genichi actually visited the United States many times during
this period.
When asked about this decision, he said, "I had my research division chief and other managers
visit leading motorcycle factories around the country. They came back and told me there was still
plenty of opportunity, even if we were entering the market late. I didn't want to be completely
unprepared in this unfamiliar business so we toured to German factories before setting out to
build our first 125cc bike. I joined in this tour around Europe during which my chief engineers
learned how to build motorbikes. We did as much research as possible to insure that we could
build a bike as good as any out there. Once we had that confidence, we started going."
"If you are going to make it, make it the very best there is." With these words as their motto, the
development team poured all their energies into building the first prototype, and ten months later
in August of 1954 the first model was complete. It was the Yamaha YA-1. The bike was
powered by an air-cooled, 2-stroke, single cylinder 125cc engine. Once finished, it was put
through an unprecedented 10,000 km endurance test to ensure that its quality was top-class. This
was destined to be the first crystallization of what has now become a long tradition of Yamaha
creativity and an inexhaustible spirit of challenge.
The first Yamaha motorcycle... the YA-1.
Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built and production began
on the YA-1. With confidence in the new direction that Genichi was taking, Yamaha Motor Co.
Ltd. was founded on July 1, 1955. Staffed by 274 enthusiastic employees, the new motorcycle
manufacturer built about 200 units per month.

That same year, Yamaha entered its new YA-1 in the two biggest race events in Japan. They
were the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In these debut races
Yamaha won the 125cc class and the following year the YA-1 won again in both the Light and
Ultra-light classes of the Asama Highlands Race.
By 1956, a second model was ready for production. This was the YC1, a 175cc single cylinder
two-stroke. In 1957 Yamaha began production of its first 250cc, two-stroke twin, the YD1.
Based on Genichi's firm belief that a product isn't a product until it can hold it's own around the
world, in 1958 Yamaha became the first Japanese maker to venture into the international race
arena. The result was an impressive 6th place in the Catalina Grand Prix race in the USA. News
of this achievement won immediate recognition for the high level of Yamaha technology not
only in Japan but among American race fans, as well. This was only the start, however.
The first Yamaha to compete in Americ(1957).
Yamaha took quick action using the momentum gained in the USA and began marketing their
motorcycles through an independent distributor in California. In 1958, Cooper Motors began
selling the YD-1 250 and the MF-1 (50cc, two-stroke, single cylinder, step through street bike).
Then in 1960, Yamaha International Corporation began selling motorcycles in the USA through
dealers.
With the overseas experiences under his belt, in 1960, Genichi then turned his attention to the
Marine industry and the production of the first Yamaha boats and outboard motors. This was the
beginning of an aggressive expansion into new fields utilizing the new engines and FRP
(fiberglass reinforced plastic) technologies. The first watercraft model was the CAT-21, followed
by the RUN-13 and the P-7 123cc outboard motor.

In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by

developing the Auto lube System. This landmark solution was a separate oil injection system for
two-stroke models, eliminating the inconvenience of pre-mixing fuel and oil.
Yamaha was building a strong reputation as a superior manufacturer which was reflected in its
first project carried out in the new Iwata, Japan Plant, built in 1966. (The YMC headquarters was
moved to Iwata in 1972.) Toyota and Yamaha teamed up to produce the highly regarded Toyota
2000 GT sports car. This very limited edition vehicle, still admired for its performance and
craftsmanship, created a sensation among enthusiast in Japan and abroad.
Genichi said, "I believe that the most important thing when building a product is to always keep
in mind the standpoint of the people who will use it." An example of the commitment to
"walking in the customers' shoes" was the move in 1966 by Yamaha to continue its expansion.
Overseas motorcycle manufacturing was established in Thailand and Mexico. In 1968, the
globalization continued with Brazil and the Netherlands. With manufacturing bases, distributors
and R&D operations in a market, Yamaha could be involved in grassroots efforts to build
products that truly met the needs of each market by respecting and valuing the distinct national
sensibilities and customs of each country. Yamaha continues that tradition, today.
By the late 1960s, Yamaha had quality products that had proven themselves in the global
marketplace based on superior performance and innovation. Distribution and product diversity
were on the right track. But Genichi knew that beyond quality, success would demand more. He
had this view on the power of original ideas. "In the future, a company's future will hinge on
ideas over and above quality. Products that have no character, nothing unique about them, will
not sell no matter how well made or affordableand that would spell doom for any company."
He also knew that forward vision, walking hand in hand with original ideas, would create an
opportunity for the company and its customers that could mean years of happiness and
memorable experiences. Genichi said, "In the business world today, so many people are obsessed
with figures. They become fixated on the numbers of the minute and without them are too afraid
to do any real work. But in fact, every situation is in flux from moment to moment, developing
with a natural flow. Unless one reads that flow, it is impossible to start out in a new field of
New horizon college of Page

business."A real-world illustration of this belief is the Yamaha DT-1. The world's first true off-
road motorcycle debuted in 1968 to create an entirely new genre we know today as trail bikes.
The DT-1 made a huge impact on motorcycling in the USA because it was truly dirt worthy.
Yamaha definitely "read the flow" when it produced the 250cc, single cylinder, 2-stroke, Endure
that put Yamaha On/Off-Road motorcycles on the map in the USA. The DT-1 exemplified the
power of original ideas, forward vision, and quick action coupled with keeping in mind the
customers' desires.
In years to come Yamaha continued to grow (and continues to this day). Diversity increased with
the addition of products including snowmobiles, race kart engines, generators, scooters, ATV's,
personal watercraft and more.
Genichi Kawakami set the stage for Yamaha Motor Company's success with his vision and
philosophies. Total honesty towards the customer and making products that hold their own
enables the company that serves people in thirty-three countries, to provide an improved lifestyle
through exceptional quality, high performance products.
Genichi Kawakami's history with Yamaha was long and rich. He saw the new corporate
headquarters in Cypress, California and the 25th Anniversary of Yamaha become a reality in
1980. He also watched bike #20 million roll off the assembly line in 1982. Genichi passed away
on May 25, 2002 yet his vision lives on through the people and products of Yamaha, throughout
the world.
About India Yamaha Motor 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 becoming a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008,

Mitsui & Co., Ltd. entered into an agreement with YMC to become a joint-investor in the
motorcycle manufacturing company "India Yamaha Motor Private Limited (IYM)".
IYM operates from its state-of-the-art manufacturing units at Surajpur in Uttar Pradesh and
Faridabad in Haryana and produces motorcycles for both domestic and export markets. With a
strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a
countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX
(1,679cc), YZF-R1 (998cc), FZ1 (998cc), YZF-R15 version 2.0 (150cc), Fazer (153cc), FZ-S
(153cc), FZ16 (153cc), SZ-R (153cc), SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR
110 (106cc), Crux (106cc) and Ray (113cc).
VISION
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".
MISSION
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.
CORE COMPITANCIES
Customer
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.
India Yamaha Motor inaugurated New Plant at Surajpur (Greater Noida)
The new Surajpur plant has been inaugurated by Mr. T.Kazikawa C.E.O & MD Yamaha Global
on 6th July 2009, which has capacity to produce 6 lakh motorcycles annually including Fazer
followed by FZ-16, FZ-S, YZF-R15 and other models. The plant capacity can be augmented up
to 1 million units.

This fully integrated assembly plant is built on the lines of Yamaha’s globally tried, tested and
successfully implemented standards and meets the global quality benchmarks. At the core are the
5-S and TPM activities that fuel its Manufacturing Processes. The plant has 3 vehicle assembly
lines and 4 engine assembly lines including one dedicated for export engines. The engine and
vehicle assembly lines are synchronized and incorporate concepts of Unit Assurance i.e.
Complete Product Assurance, Parts Assurance through 100% kit supply on lines and
synchronization of parts storage, supply and production. The innovative production processes
along with high tech final assurance processes are aimed to achieve Zero Claims at our dealers
and thus, a highly satisfied customer base.
MANUFACTURING PROCESS
IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana)

and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha Plants.
The infrastructure at both the plants supports production of motorcycles and it's parts for the
domestic as well as oversees market. At the core are the 5-S and TPM activities that fuel our
agile Manufacturing Processes. We have In-house facility for Machining, Welding processes as
well as finishing processes of Electroplating and Painting till the assembly line.
The stringent Quality Assurance norms ensure that our motorcycles meet the reputed
International standards of excellence in every sphere.
As an Environmentally sensitive organization we have the concept of "Environment-friendly

technology" ingrained in our Corporate Philosophy. The Company boasts of effluent Treatment
plant, Rain water - Harvesting mechanism, a motivated forestation drive. The IS0-14001
certification is on the anvil - early next year. All our endeavors give us reason to believe that
sustainable development for Yamaha will not remain merely an idea in pipeline.
We believe in taking care of not only Your Motoring Needs but also the needs of Future
Generations to come.

Company Name
Yamaha Motor Co., Ltd.
Founded
July 1, 1955
Capital
85,666 million yen (as of March 31, 2013)
President
Hiroyuki Yanagi
Employees
(Consolidated)
53,958(asofDecember31,2012)
Parent :10,180 (as of December 31, 2012)
Sales
(Consolidated)
1,207,675 million yen
(from January 1, 2012 to December 31, 2012)
Parent: 474,589millionyen
(from January 1, 2012 to December 31, 2012)
Sales Profile
Sales (%) by product category (consolidated)
Sales (%) by region (consolidated)

Lines of Businesses
Manufacture and sales of motorcycles, scooters, electrically power assisted bicycles,
boats, sail boats, personal watercrafts, pools, utility boats, fishing boats, outboard motors,
4-wheel ATVs, side-by-side vehicles, racing kart engines, golf cars, multi-purpose
engines, generators, water pumps, snowmobiles, small-sized snow throwers, automobile
engines, surface mounters, intelligent machinery, industrial-use unmanned helicopters,
electrical power units for wheelchairs, helmets. Import and sales of various types of
products, development of tourist businesses and management of leisure, recreational
facilities and related services.
Headquarters
2500 Shingai, Iwata-shi, Shizuoka-ken, Japan
Group Companies
Consolidated subsidiaries: 110
Non-consolidated subsidiaries: 4 (by the equity method)
Affiliates: 25 (by the equity method)

Offering new excitement and a more fulfilling life for people all over the
world
Yamaha Motor strives to realize peoples' dreams with ingenuity and

passion, and to always be a company people look to for the next
exciting product or concept that provides exceptional value and deep
satisfaction.
1. Creating value that surpasses customer expectations
To continue to produce value that moves people, we must remain

keenly aware of the customer's evolving needs.
We must strive to find success by always surpassing customer
expectations with safe, high-quality products and services.
2. Establishing a corporate environment that fosters self-esteem
We must build a corporate culture that encourages enterprise and

enhances corporate vitality. The focus will be on nurturing the
creativity and ability of our employees, with an equitable system of
evaluation and rewards.
3. Fulfilling social responsibilities globally
As a good corporate citizen, we act from a worldwide perspective and

in accordance with global standards. We must conduct our corporate
activities with concern for the environment and communities and
fulfill our social responsibility with honesty and sincerity.
“Acting with Speed”
Meeting change with swift and informed action

“Spirit of Challenge”

Courage to set higher goals without fear of failure

“Persistence”
Working with tenacity to achieve desired results, and then evaluating

them
*Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense
excitement that we experience when we encounter something of exceptional value.
BOARD OF DIRECTORS
Title Name
President and Representative Director Hiroyuki Yanagi
Representative Director Takaaki Kimura
Director Kozo Shinozaki
Director NobuyaHideshima
Director Masahiro Takizawa
Director Hiroyuki Suzuki
Director Yoshiaki Hashimoto
Director (Outside) Masamitsu Sakurai

Director (Outside) Mitsuru Umemura
Director (Outside) Tamotsu Adachi
Audit & Supervisory Board Member Yutaka Kume
Audit & Supervisory Board Member Shigeki Hirasawa
Audit & Supervisory Board Member (Outside) Tetsuo Kawawa
Audit & Supervisory Board Member (Outside) Isao Endo

BIKES OF YAMAHA IN INDIA

SWOT Analysis
1. Excellent branding, advertising and global distribution

2. Yamaha Motor Corporation has over 39,000 employees
3. One of the major brand in motorsport like MotoGP, World
superbike etc
4. Yamaha produces scooters from 50 to 500 cc, and a range of
motorcycles from 50 to 1,900 cc, including cruiser, sport touring,
sport, dual-sport, and off-road
Strength 5.Extremely high Size and reach of company
Weakness 1. Bikes like R15, R1 are quite expensive
1.Two-wheeler segment is one of the most growing industries

Opportunity 2.Export of bikes is limited i.e. untapped international markets
1. Strong competition from Indian as well as international brands

2. Dependence on government policies and rising fuel prices
Threats 3. Better public transport will affect two-wheeler sales
Competition
1. Bajaj Auto
2. Hero Motor Corp (Hero Honda)
3.TVS
4. Suzuki
5. Harley Davidson
6. Royal Enfield
Competitors 7. Ducati

ORGANISATIONAL CHART

CHAPTER: 3
THEORETICAL BACKGROUND OF THE STUDY
INTRODUCTION
Market:
The concept of Market is very important m Marketing. The American

Marketing Association defines Market as the aggregate demand of the potential
buyer for a product or service.
Marketing:
Marketing is a comprehensive term and it includes all resources and a set of

activities necessary to direct and facilitate the flow of goods and services from
producers to consumers in the process of distribution. Businessmen refer marketing
as distribution process. Human efforts, finance and management constitute the
primary resources in marketing.
Marketing encompasses all activities of exchange conducted by producers

and middlemen in commerce for the purpose of satisfying consumer demand.
Marketing management is responsible for organizing, directing and controlling all
marketing activities included in the process of marketing.
It deals with how organizations and people can improve their exchange
activities to produce more income for themselves and more satisfaction for others.
The Marketing concept is a philosophy that Sa) s that organizations that

created genuine customer satisfaction usually succeed in organization goals.
Marketing consist of a set of principle for choosing target markets,

identifying consumer needs, developing wants, satisfying products and services
and delivering value to customers and profit to the company. More successful
companies owe their success to practicing a thorough customer orientation. They
make consumer needs as the basis of company opportunities.

Thus marketing comprises an integrated system of business activities In

order to plan, price, promote and distribute goods and services to meet customer
needs and wants within the limit of the society
Importance of Marketing:
Marketing is recognized as the significant activity In our society. Our

lifestyles are continuously affected by a wide range of marketing activities.
Marketing alone can put goods and services we want and need at our doorsteps.
Marketing has achieved social importance because it is entrusted with the

task of creation and delivery of standard of living to society.
Marketing is the vital link connecting between producers and consumers.

Marketing is directly responsible to maintain the equilibrium between 'mass
production and mass consumption.
Marketing system plays a unique role in transforming the benefits of mass

production in terms of rising living standards and lifestyles of all people through
the best system of physical distribution.
Marketing Functions:
Marketing functions are performed by the manufacturer and all middlemen

in the machinery of distribution. Some of the important marketing functions are:
• Selling
It is one function of the equation of exchange. Selling creates demand
for a product.
 Buying
It is the second function of the equation of exchange. It requires
planning of purchases, search for probable sellers, and selection of goods to
be sold.
 Standardization and Grading
Standardization makes sale by description possible. It assures quality.
It promotes uniformity of products.
 Financing

Credit is necessary in marketing. It plays an important role in retail

trade particularly in the sale of costly consumer goods
Marketing Management:
Marketing Management maybe defined as the process of management of

marketing programmed for accomplishing organizational goals and objectives. The
process of management is the set of managerial functions known as planning,
implementation and control of program to achieve predetermined objectives.
Marketing Management seek to influence the level, timing, character and

demand in a way that will help the organization to achieve its objectives.
Marketing management performs all managerial functions in the field of
marketing.
It is responsible for organizing directing and controlling all marketing activities
included inthe process of marketing. It has to implement the marketing program
and conduct the marketing campaign.
Marketing Mix:
Marketing mix is the set of controllable marketing variables that the firm blends to
produce the response to the target market. The variables can be collected into four
groups known as "4 Ps". They are:
 Product Mix
Product is the thing possessing utility. It has four components-
a) Product range
b) Service after sale
c) Brand
d) Package
 Price Mix
Price is the valuation place upon the product by the offerer. It has to
cover pricing, discounts, allowances and terms of credit. It deals with price
competition
 Place Mix

Place stands for various company activities that make the product
available to target customers. It includes the channel members like
wholesalers and retailers, the coverage, locations, inventory and transport of
the products.
 Promotion Mix
Promotion is the persuasive communication about the product by the
offered to the prospect. It covers advertising, personal selling, sales
promotion, publicity, public relation used in promotion.
Largely it deals with non price competition. A company must decide
on the budget to spend on the marketing effort and how to allocate the
budget to the major marketing mix tools. The positioning of the products
provides the basis for designing a coordinated marketing mix.
CUSTOMER PERCEPTION
Perception is defined as the process by which an individual selects,
organizes, and interprets stimuli into meaningful and coherent picture of the world.
A stimulus is any unit of input to any of the senses.
The study of perception is largely the study of what was subconsciously add
to or subtract from raw sensory inputs to produce our own private picture of the
world.
Factors influencing Customer Perception:

1. The Perceiver:
 Needs and Motives - plays an important role in perceiving things.
 Self Concept - self concept explains how we perceive ourselves. Some of us perceive
ourselves as high achiever and some of us
average and low.
 Expectations - can also distort one's perception such that if we expect
to- see something we may actually end up seeing that.
 Current Psychological State - of a person influence his perception
process.

The Target:
Perception is impacted by the motion, sound, size and other such

characteristics of the target. This happens because the target is not
perceived in isolation but along with its background. Bigger size of an
object mostly attracts the attention and influence the perceptual
selectivity of an individual.
111. The Situation:
Characteristics of situation like physical, social, organizational etc.

influence the perceptual thought process
Consumer Buying Decision:

Decision making is defined as the process of selection of a course of action
from among alternatives.
Process of Consumer Decision Making:
1. Need Recognition: The buying process starts when the buyer recognizes a problem or
need. The need can be triggered by internal or external stimuli.
2. Information Search
An aroused customer will be inclined to search for more information. How

much search a person undertakes depends upon the strength of his drive the
amount.
3. Evaluation of Alternatives: Consumers differ as to which product attributes they see as

relevant or salient they will pay the most attentions to the ones that will deliver the
sought benefits.
4. Purchase Decision: Purchase intention is influenced by unanticipated situational factors.
5. Post Purchase Behavior
After purchase, the consumer will experience some level of satisfaction or

dissatisfactions. If itexceeds the expectations the customer is delighted and
he/she will exhibit a higher probability of purchase g the product again.

CHAPTER: 4
DATA ANALYSIS AND INTERPRETATION
Table 4.1:Table showing cross table for price of the vehicle with are you aware of
YAMAHA vehicles.
Crosstab
AreyouawareofYAMAHAvehicle Total
YES NO
HIGHLY NON-SATISFACTORY 40 1 41
NON-SATISFACTORY 24 0 24
Priceof
vechile NEUTRAL 1 0 1
SATISFACTORY 26 0 26
HIGHLY SATISFACTORY 8 0 8
Total 99 1 100
ANALYSIS: The cross table between price of vehicle with are you aware of Yamaha vehicles
reveals that nearly 99% of customers are aware of Yamaha vehicles and only 1% of customers
are not aware of Yamaha vehicles. from the view point of price of vehicle nearly 41% of the
customers are highly dissatisfied with the price of vehicle and only 26% of customers are
satisfied with the same .
Hypothesis: the price of the vehicle is not based on are you aware if YAMAHA vehicles.
Table 4.1.1:Table showing chi square for price of the vehicle with are you aware of
YAMAHA vehicles.
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 1.454a 4 .835
Likelihood Ratio 1.798 4 .773
N of Valid Cases 100
Interpretation: As the significant (0.835) value of Chi-Square test is more than 0.05, hypothesis
is accepted. This leads to the conclusion that price of vehicle is not based on are you aware of
Yamaha vehicles.

Table 4.2: Table showing cross table for price of vehicle with how did you hear about
Yamaha vehicles.
Crosstab
Count
How did you hear aboutYAMAHAvecicle Total
ADVERTISEM FRIENDS MECHANICS COMPANY OTHERS
ENT SALEMEN
HIGHLY NON-
22 18 1 0 0 41
SATISFACTORY
Price NON-SATISFACTORY 5 13 4 2 0 24
Of NEUTRAL 1 0 0 0 0 1
vechile SATISFACTORY 10 13 1 0 2 26
HIGHLY
2 6 0 0 0 8
SATISFACTORY
Total 40 50 6 2 2 100
Analysis: Cross table between price of vehicle with how did you hear about YAMAHA reveals
that nearly 50% of customers heard about Yamaha through friends and only 2% of customers
heard about Yamaha through company salesman. From the view point of price of vehicle nearly
41% of the customers are highly dissatisfied with the price of vehicle and only 26% of customers
are satisfied with the same.
Hypothesis: price of vehicle is not base on how did you hear about YAMAHA.
Table 4.2.1: Table showing chi-square test for price of vehicle and how did you hear about
YAMAHA.
Chi-Square Tests
Value Df Asymp. Sig. (2-
sided)
Linear-by-Linear Association 2.018 1 .155
is accepted. This leads to the conclusion that price of vehicle is not based on how did you hear

Table 4.3: Table showing cross table for price of vehicle with how long are you using
Yamaha vehicles.
Crosstab
Count
HowlongareyouusingYAMAHAvehicle Total
LESS THAN 6 6-1 YEAR 1 YEAR-3 3-5
MONTHS YEARS YEARS
HIGHLY NON-SATISFACTORY 18 19 2 2 41
Price NON-SATISFACTORY 9 14 0 1 24
Of NEUTRAL 1 0 0 0 1
vechile SATISFACTORY 13 10 2 1 26
HIGHLY SATISFACTORY 2 5 0 1 8
Total 43 48 4 5 100
Analysis:Cross table between price of vehicle with how did you hear about YAMAHA reveals
that nearly 50% of customers heard about Yamaha through friends and only 2% of customers
heard about Yamaha through company salesman. From the view point of price of vehicle nearly
41% of the customers are highly dissatisfied with the price of vehicle and only 26% of customers
are satisfied with the same.
Hypothesis: price of vehicle is not base on how did you hear about YAMAHA.
Table 4.3.1: Table showing chi-square test for price of vehicle with how long are you using
YAMAHA vehicles.
Chi-Square Tests
sided)
Linear-by-Linear Association .098 1 .755
Interpretation: As the significant (0.854) value of Chi-Square test is more than 0.05,
hypothesis is accepted. This leads to the conclusion that price of vehicle is not based on how
long are you using YAMAHA vehicles.

Table 4.4: Table showing cross table for mileage of vehicle with are you aware of
YAMAHA vehicles.
Crosstab
Count
YES NO
Mileage NON-SATISFACTORY 2 0 2
Given
By thevehicle SATISFACTORY 79 1 80
Total 99 1 100
Analysis:Cross table between mileage given with are you aware of YAMAHA vehicles reveals
that nearly 99% of customers are aware of yamaha vehicles and only 1% of customers are not
aware of Yamaha vehicles. From the view point of mileage given by bike 80% of customers are
satisfied and only 11% of customers highly non satisfied with the same.
Hypothesis: Mileage of vehicle is not based on are you aware of YAMAHA vehicles.
Table 4.4.1: Table showing chi square test for mileage given by vehicles and are you aware
of Yamaha vehicle.
Chi-Square Tests
sided)
Pearson Chi-Square .253a 3 .969
Likelihood Ratio .449 3 .930
is accepted. This leads to the conclusion that mileage of vehicle is not based on are you aware of
YAMAHA vehicles.

Table 4.5: Table showing cross table for mileage of the vehicle with how did you hear about
YAMAHA vehicles
Crosstab
Count
How did you hear aboutYAMAHA vehicle Total
ADVERTISE FRIENDS MECHANICS COMPAN OTHERS
MENT Y
SALEMEN
Mileag HIGHLY NON-SATISFACTORY 8 2 1 0 0 11
e Given NON-SATISFACTORY 0 2 0 0 0 2
By SATISFACTORY 30 42 4 2 2 80
Thevehicle HIGHLY SATISFACTORY 2 4 1 0 0 7
Total 40 50 6 2 2 100
Analysis:Cross table between Mileage given with how did you hear about YAMAHA reveals
that nearly 50% of customers heard about YAMAHA 2% of customers through company
salesmen. From the view point of mileage given by bike 80% of customers are satisfied and only
11% of customers highly non satisfied with the same.
Hypothesis: Mileage of vehicle is not based on how did you hear about YAMAHA vehicles.
Table 4.5.1: Table showing chi-square test for mileage of vehicle with how did you
hear about YAMAHA vehicle.
Chi-Square Tests
sided)
Interpretation: As the significant (0.640) value of Chi-Square test is more than 0.05,
hypothesis is accepted. This leads to the conclusion that mileage of vehicle is not based on how
you heard about YAMAHA vehicles.

Table 4.6: Table showing cross table for mileage given with how long are you using
YAMAHA vehicles.
Crosstab
Count
MONTHS YEARS YEARS
Mileage HIGHLY NON-SATISFACTORY 6 5 0 0 11
Given NON-SATISFACTORY 0 1 0 1 2
By SATISFACTORY 33 42 3 2 80
Thevehicle HIGHLY SATISFACTORY 4 0 1 2 7
Total 43 48 4 5 100
Analysis:Cross table between Mileage given with how long are you YAMAHA vehicles reveals
that nearly 48% of customers are using from 6months – 1 year and 4% of customers are using
from 1 year- 3 years. From the view point of mileage given by bike 80% of customers are
satisfied and only 11% of customers highly non satisfied with the same.
Hypothesis: Mileage of vehicle is not based on how long are you using YAMAHA vehicles.
Table 4.6.1: Table showing chi-square test for mileage given with how long are you using
Yamaha vehicles.
Chi-Square Tests
sided)
Interpretation: As the significant (0.003) value of Chi-Square test is less than 0.05, hypothesis
is rejected. This leads to the conclusion that mileage of vehicle is based on how long are you
using YAMAHA vehicles.

Table 4.7: Table showing cross table for road grip of vehicle with are you aware of
Yamaha vehicles
Crosstab
Count
YES NO
Roadgripofthevehicle NON-SATISFACTORY 4 0 4
Total 99 1 100
Analysis:Cross table between road grip of vehicle with are you aware of YAMAHA vehicles
reveals that nearly 99% of customers are aware of yamaha vehicles and only 1% of customers
are not aware of Yamaha vehicles. From the view point of road grip of the vehicle nearly 74% of
customers are satisfied with the road grip of vehicle and only 8% of customers are highly non
satisfied with the same.
Hypothesis: road grip of vehicle is not based on are you aware of YAMAHA vehicles.
Table 4.7.1: Table showing chi-square test for road grip of vehicle with are you aware of
Yamaha vehicles.
Chi-Square Tests

sided)
is accepted. This leads to the conclusion that road grip of vehicle is not based on are you aware
of Yamaha vehicles.

Table 4.8: Table showing cross table for mileage of the vehicle with how did you hear about
YAMAHA vehicles.
Crosstab
Count
Howdidyou hear aboutYAMAHA vehicle Total

ADVERTISE FRIENDS MECHANICS COMPAN OTHERS
MENT Y
SALEMEN
Road HIGHLY NON-SATISFACTORY 4 3 1 0 0 8

Gripof
NON-SATISFACTORY 3 1 0 0 0 4
Thevehicl
e
SATISFACTORY 33 34 5 2 0 74
HIGHLY SATISFACTORY 0 12 0 0 2 14
Total 40 50 6 2 2 100
Analysis:Cross table between road grip of the vehicle with how did you hear about YAMAHA
reveals that nearly 50% of customers heard about YAMAHA 2% of customers through company
salesmen. From the view point of road grip of the vehicle nearly 74% of customers are satisfied
with the road grip of vehicle and only 8% of customers are highly non satisfied with the same.
Hypothesis: road grip of the vehicle Is not based on how did you hear about YAMAHA.
Table 4.8.1: Table showing chi-square test for road grip of vehicle with how did you
hear about YAMAHA vehicles.
Chi-Square Tests
sided)
is rejected. This leads to the conclusion that road grip of vehicle is based on how did you hear

Table 4.9: Table showing cross table for road grip of vehicle with how long are you using
YAMAHA vehicles
Crosstab
Count
MONTHS YEARS YEARS
Road HIGHLY NON-SATISFACTORY 4 3 0 1 8

Grip NON-SATISFACTORY 3 1 0 0 4
Ofthe
SATISFACTORY 31 37 3 3 74
vehicle
Total 43 48 4 5 100
Analysis:Cross table between road grip of vehicle with how long are you YAMAHA vehicles
reveals that nearly 48% of customers are using from 6months – 1 year and 4% of customers are
using from 1 year- 3 years. From the view point of road grip of the vehicle nearly 74% of
customers are satisfied with the road grip of vehicle and only 8% of customers are highly non
Hypothesis: Road grip of vehicle is not based on how long are you using YAMAHA vehicles.
Table 4.9.1: Table showing chi-square test for road grip of the vehicle with how long are
you using YAMAHA vehicle
Chi-Square Tests
sided)
is accepted. This leads to the conclusion that road grip of vehicle is not based on how long are
you using YAMAHA vehicles.

Table 4.10: Table showing cross table for durability of vehicle with are you aware of
Yamaha vehicles
Crosstab
Count
YES NO
Durability NON-SATISFACTORY 7 0 7
Ofvehicle SATISFACTORY 60 1 61
Total 99 1 100
Analysis:Cross table between durability of vehicle with are you aware of YAMAHA vehicles
reveals that nearly 99% of customers are aware of yamaha vehicles and only 1% of customers
are not aware of Yamaha vehicles. From the view point of durability of vehicle nearly 61% of
customers are satisfied with the durability of vehicle and only 10% of customers are highly non-
Hypothesis: Durability of the vehicle is not based on are you aware of YAMAHA vehicles.
Table 4.10.1: Table showing chi-square tests for durability of the vehicle with are you
aware of YAMAHA vehicles.
Chi-Square Tests
sided)
is accepted. This leads to the conclusion that durability of vehicle is not based on are you aware
of Yamaha vehicles.

Table 4.11: Table showing cross table for durability of vehicle with how did you hear about
YAMAHA vehicles
Crosstab
Count
Howdidyou hear aboutYAMAHA vehicle Total
ADVERTISE FRIENDS MECHANICS COMPANY OTHERS
MENT SALEMEN
HIGHLY NON-SATISFACTORY 5 4 0 0 1 10
Durability NON-SATISFACTORY 3 4 0 0 0 7
Of
vehicle SATISFACTORY 20 33 5 2 1 61
HIGHLY SATISFACTORY 12 9 1 0 0 22
Total 40 50 6 2 2 100
Analysis:Cross table between durability of the vehicle with how did you hear about YAMAHA
reveals that nearly 50% of customers heard about YAMAHA 2% of customers through company
salesmen. From the view point of durability of vehicle nearly 61% of customers are satisfied
with the durability of vehicle and only 10% of customers are highly non-satisfied with the same.
Hypothesis: Durability of the vehicle is not based on how did you hear about YAMAHA
vehicles.
Table 4.11.1: Table showing chi-square test for durability of the vehicle with how did you
hear about YAMAHA vehicles.
Chi-Square Tests
sided)
is accepted. This leads to the conclusion that durability of vehicle is not based on how did you
hear about Yamaha vehicles.

Table 4.12: Table showing cross table for durability of vehicle with how long are you using
Yamaha vehicles.
Crosstab
Count
MONTHS YEARS YEARS
HIGHLY NON-SATISFACTORY 7 1 1 1 10
Durability NON-SATISFACTORY 2 4 0 1 7
Of
Vehicle SATISFACTORY 27 29 2 3 61
Total 43 48 4 5 100
Analysis:Cross table between durability of vehicle with how long are you YAMAHA vehicles
reveals that nearly 48% of customers are using from 6months – 1 year and 4% of customers are
using from 1 year- 3 years.From the view point of durability of vehicle nearly 61% of customers
are satisfied with the durability of vehicle and only 10% of customers are highly non-satisfied
with the same.
Hypothesis: Durability of the vehicle is not based on how long are you using YAMAHA
vehicles.
Table 4.12.1: Table showing chi-square test for durability of the vehicle with how long are
you using YAMAHA vehicles.
Chi-Square Tests
sided)
is accepted. This leads to the conclusion that durability of vehicle is not based on how long are
you usingYamaha vehicles

Table 4.13: Table showing cross table for how long do you have relationship with dealers
with do you recommend YAMAHA bikes to others.
Crosstab
Count
Do you recommend YAMAHA Total
bikes to others
YES NO
How LESS THAN 6 MONTHS 7 3 10
Longdoyouhave 6-1 YEAR 32 55 87
relationshipwith 1 YEAR-3 YEARS 0 1 1
dealers 3-5 YEARS 0 2 2
Total 39 61 100
Analysis: cross table between relation with dealers and do you recommend YAMAHA reveals
that 39% of customers does not recommend and 61% of customers recommend YAMAHA bikes
to others. From the view point of relationship with dealers 87% of customers have relation with
dealer from 6months to 1 year and only 1% of customers have relationship between 1year to 3
years.
Hypothesis: relationship with dealers is not based on do you recommend YAMAHA bikes to
others.
Table4.13.1: Table showing chi-square test for how long do you have relationship with
dealers with do you recommend YAMAHA bikes to others.
Chi-Square Tests
sided)
is rejected. This leads to the conclusion that relationship with dealers is based on do you
recommend YAMAHA bikes to others.

Table 4.14: Table showing cross table for how long do you have relationship with dealers
with will you continue to buy YAMAHA.
Cross table
WILL YOU CONTINUE TO BUY YAMAHA

YES NO TOTAL
LESS THAN 6 MONTHS 9 1 10
Howlongdoyou 6-1 YEAR 67 20 87
haverelationship
withdealers 1 YEAR-3 YEARS 1 0 1
3-5 YEARS 1 1 2
Total 78 22 100
Analysis: cross table between relationship with dealers with will you continue to buy YAMAHA
reveals that 78% of customers have opted yes they will buy YAMAHA in future and 22% of
customers have opted that they will not buy YAMAHA in future. From the view point of
relationship with dealers 87% of customers have relation with dealer from 6months to 1 year and
only 1% of customers have relationship between 1year to 3 years.
Hypothesis: Relationship with dealers is not based on will you continue to buy YAMAHA in
future.
Table 4.14.1: Table showing chi-square test for how long do you have relationship with
dealers with do you recommend YAMAHA bikes to others.
Chi-Square Tests
sided)
is rejected. This leads to the conclusion that relationship with dealers is based on will you
continue to YAMAHA in future.

Table 4.15: Table showing cross table for how long do you have relationship with problems
with the dealer.
Cross table
Problems with dealers

YES NO Total
Howlongdoyouhave 6-1 YEAR 62 25 87
r
elationship 1 YEAR-3 YEARS 0 1 1
Withdealer
s
3-5 YEARS 2 0 2
Total 72 28 100
Analysis: cross table between relationship with dealer with problems with dealer reveals that
nearly 72% of customers have problem with dealers and only 28% of customers doesn’t have
any problem with dealers. From the view point of relationship with dealers 87% of customers
have relation with dealer from 6months to 1 year and only 1% of customers have relationship
between 1year to 3 years.
Hypothesis: Relationship with dealers is not based on problems with the dealers.
dealers with problems with the dealers.
Chi-Square Tests
sided)
is accepted. This leads to the conclusion that relationship with dealers is not based on problems
with the dealers.

Table 4.16: Table showing cross table for how long do you have relationship with how did
dealers respond to the problems.
Crosstab
Count
How did the dealer respond to Total
problems
PROMPTLY NOT SO NEVER
PROMPTLY RESPOND
LESS THAN 6 MONTHS 5 4 1 10
Howlongdoyouhaver 6-1 YEAR 51 33 3 87
elationship
1 YEAR-3 YEARS 1 0 0 1
Withdealers
3-5 YEARS 2 0 0 2
Total 59 37 4 100
Analysis: cross table between relationship with dealer with dealers respond to problem reveals
that nearly 59% of customers have said the dealers respond promptly and only 4% of customers
have said they never respond to problems. From the view point of relationship with dealers 87%
of customers have maintained relation with dealer from 6months to 1 year and only 1% of
customers have relationship between 1year to 3 years.
Hypothesis: Relationship with dealers is not based on how dealers respond to the problems.
how did dealers respond to the problems.
Chi-Square Tests
sided)
is accepted. This leads to the conclusion that relationship with dealers is not based on how
dealers respond to problems.

Table 4.17: Table showing cross table for how long do you have relationship with did you
have any complaints with vehicle.
Cross table
Did you have complaints with

vehicle.
YES NO Total
Howlongdoyouhave 6-1 YEAR 44 43 87
r
elationship 1 YEAR-3 YEARS 0 1 1
Withdealers
3-5 YEARS 0 2 2
Total 47 53 100
Analysis: cross table between relationship with dealer with complaints with the vehicle reveals
that 53% of customers did not have any complaints on vehicle and only 47% of customers had
few complaints with vehicle. From the view point of relationship with dealers 87% of customers
have maintained relation with dealer from 6months to 1 year and only 1% of customers have
relationship between 1year to 3 years.
Hypothesis: Relationship with dealers is not based on did you have any complaints with
vehicle.
Table 4.17.1: Table showing chi-square test for how long do you have relationship with did
you have any complaints with vehicle.
Chi-Square Tests
sided)
is rejected. This leads to the conclusion that relationship with dealers is based on complaints with
the vehicle.

Table 4.18: Table showing cross table for how long do you have relationship with how was
complaints solved
Crosstab
Count
Howwascomplaintsolved Total
REPLACEMENT BY SERVICE BY REFUND OF MONEY
LESS THAN 6
2 8 0 10
Howlongdoyouhave MONTHS
relationship 6-1 YEAR 24 53 10 87
Withdealers 1 YEAR-3 YEARS 0 0 1 1
3-5 YEARS 1 1 0 2
Total 27 62 11 100
Analysis: cross table between relation with dealers and how was complaints solved reveals that
nearly 62% of customers complaints were solved by providing service and 11% of customers
complaints were solved by refunding money. From the view point of relationship with dealers
87% of customers have maintained relation with dealer from 6months to 1 year and only 1% of
customers have relationship between 1year to 3 years.
Hypothesis: relation with dealer is not based on how was complaints solved.
Table 4.18.1: Table showing chi-square test for relationship with dealer with how was
complaints solved.
Chi-Square Tests
sided)
Interpretation:
As the significant (0.102) value of Chi-Square test is more than 0.05, hypothesis is accepted.
This leads to the conclusion that relationship with dealers is not based on how was complaints
solved.

Table 4.19: Table showing cross table for information delivered by sales person with do
you recommend Yamaha to others.
Do you recommend yamaha to others

YES NO Total
HIGHLY NON-
19 30 49
Theinformatio SATISFACTOR
n Y
deliveredbythe NON-SATISFACTORY 7 11 18
salespeople SATISFACTORY 12 11 24
Ofshowroom HIGHLY
1 9 10
SATISFACTOR
Y
Total 39 61 100
Analysis: cross table between information delivered by sales person with do you recommend
YAMAHA reveals that 39% of customers does not recommend and 61% of customers
recommend YAMAHA bikes to others. from the view point of information delivered by sales
person 49% of customers are highly non-satisfied with information delivered and only 10% of
customers are highly satisfied with the same.
Hypothesis: information delivered by salesperson is not based on do you recommend YAMAHA

bikes for others.
Table 4.19.1: Table showing cross table for information delivered by sales person with do
you recommend Yamaha to others.
Chi-Square Tests
sided)
Interpretation:As the significant (0.257) value of Chi-Square test is more than 0.05, hypothesis
is accepted. This leads to the conclusion that information delivered by sales person is not based
on do you recommend YAMAHA bikes for others.

Table 4.20: Table showing cross table for information delivered by sales person with will
you continue to buy YAMAHA in future.
Cross table
Will You continue to buy YAMAHA in future

YES NO Total
Theinformation NON-SATISFACTORY 15 3 18
Deliveredbythesalesp
e
opleofshowroom
Total 78 22 100
Analysis: cross table for information delivered by sales person with will you continue to buy
YAMAHA in future reveals that nearly 78% of customers will continue to buy Yamaha in future
and only 22% of customers will not buy YAMAAH in future. From the view point of
information delivered by sales person 49% of customers are highly non-satisfied with
information delivered and only 10% of customers are highly satisfied with the same.
Hypothesis: information delivered by salesperson is not based on will you continue to buy
YAMAHA in future.
Table 4.20.1: Table showing chi-square test for information delivered by sales person with
will you continue to buy YAMAHA in future.
Chi-Square Tests
sided)
on will you continue to buy YAMAHA in future.

Table 4.21: Table showing cross table for information delivered by sales person with
problems with the dealers
Cross table

YES NO total
Theinformationdelivered NON-SATISFACTORY 12 6 18
Bythesales
Peopleofshowroom SATISFACTORY 16 7 23
Total 72 28 100
Analysis: cross table between information delivered by sales person with problems with dealer
reveals that nearly 72% of customers have problem with dealers and only 28% of customers
doesn’t have any problem with dealers.From the view point of information delivered by sales
person 49% of customers are highly non-satisfied with information delivered and only 10% of
customers are highly satisfied with the same.
Hypothesis: information delivered by salesperson is not based on problems with dealers
problems with dealer.
Chi-Square Tests
sided)
on problems with dealers.

Table 4.22: Table showing cross table for information delivered by sales person with
how dealers responded to you.
Crosstab
Count
Howdidthedealerrespondtoyou Total
PROMPTLY NOT SO NEVER
PROMPTLY RESPOND
Theinformation HIGHLY NON-SATISFACTORY 21 24 4 49
deliveredbythe NON-SATISFACTORY 13 5 0 18
Salespeople SATISFACTORY 17 6 0 23
Ofshowroom HIGHLY SATISFACTORY 8 2 0 10
Total 59 37 4 100
Analysis: cross table between information delivered by sales person with how did dealers
respond to problem reveals that nearly 59% of customers have said the dealers respond promptly
and only 4% of customers have said they never respond to problems.From the view point of
Hypothesis: information delivered by salesperson is not based on how dealers respond to you
Table 4.22.1: Table showing Chi square for information delivered by sales person with
how dealers responded to you.
Chi-Square Tests
sided)
on how dealers responded to you.

Table 4.23: Table showing cross table for information delivered by sales person with did
you have any complaints with the dealers.
Crosstab
Complaints with dealers.

YES NO TOTAL
Theinformationdeliveredbyth NON-SATISFACTORY 8 10 18
esalespeopleofshowroom SATISFACTORY 10 13 23
Total 47 53 100
Analysis: cross table between information delivered by sales person with complaints with the
dealers reveals that 53% of customers did not have any complaints on dealers and only 47% of
customers had few complaints with dealers. From the view point of information delivered by
sales person 49% of customers are highly non-satisfied with information delivered and only 10%
of customers are highly satisfied with the same.
Hypothesis: information delivered by sales person with complaints with dealers.
Chi-Square Tests
sided)

Table 4.24: Table showing cross table for information delivered by sales person with how
was complaints solved.
Crosstab
Count
Howwascomplaintsolved Total
REPLACEMENT BY SERVICE BY REFUND
OF MONEY
Theinformation HIGHLY NON-SATISFACTORY 15 30 4 49
Deliveredby NON-SATISFACTORY 5 12 1 18
Thesalespeople SATISFACTORY 6 13 4 23
Ofshowroom HIGHLY SATISFACTORY 1 7 2 10
Total 27 62 11 100
Analysis: cross table between information delivered by sale person with how was complaints
solved reveals that nearly 62% of customers complaints were solved by providing service and
11% of customers complaints were solved by refunding money. From the view point of
Hypothesis: Information delivered by sales person is not based on how complaints were solved.
Table 4.24.1: Table showing chi square test for information delivered by sales person with
how was complaints solved.
Chi-Square Tests
sided)
on how complaints were solved.

Table 4.25: Table showing cross table for replacement of spares with will you continue to
buy YAMAHA in future.
Will you continue to buy

YAMAHA in future
YES NO Total
Thereplacementof
Sparepartsduringservicing NEUTRAL 3 0 3
Total 78 22 100
Analysis: cross table between relationship with dealers with will you continue to buy YAMAHA
reveals that 78% of customers have opted yes they will buy YAMAHA in future and 22% of
customers have opted that they will not buy YAMAHA in future. From the view point of
replacement of spare parts nearly 52% of customers are highly non-satisfied and only 27% of
customers are satisfied with the same.
Hypothesis: replacement of spares is not based on will they continue to buy YAMAHA in
fiuture.
Table 4.25.1: Table showing cross table for replacement of spares with will you continue to
buy YAMAHA in future.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
is accepted. This leads to the conclusion that replacement of spares at the time of service is not
based on will they continue to buy YAMAHA in future.

Table 4.26: Table showing cross table for replacement of spares with problems with dealers
Crosstab

YES NO Total
Thereplacementofspareparts
duringservicing NEUTRAL 1 2 3
Total 72 28 100
Analysis: cross table between replacements of spares with problems with dealer reveals that
nearly 72% of customers have problem with dealers and only 28% of customers doesn’t have
any problem with dealers.From the view point of replacement of spare parts nearly 52% of
customers are highly non-satisfied and only 27% of customers are satisfied with the same.
Hypothesis: replacements of spares is not based on problems with dealers.
Table 4.26.1: Table showing cross table for replacement of spares with problems with
dealers
Chi-Square Tests
sided)
is accepted. This leads to the conclusion that replacement of spares at the time of service is not
based on problems with dealers.

Table 4.27: table showing sales person in the showroom are customers friendly.
Frequency Percent
HIGHLY DIAGREE 41 41.0

DISAGREE 17 17.0
NEUTRAL 5 5.0
Valid
AGREE 22 22.0
STRONGLY AGREE 15 15.0
Total 100 100.0
Analysis: from the above table it is understood that nearly 41% of customers are not happy with
sale persons customer friendliness and they highly disagree this and 22% of customer agree that
the sales person are customer friendly and few of them are neutral.
Graph 4.1: graph showing sales person in the showroom are customers friendly
Interpretation: from the above analysis we can see that nearly half of the customers are highly
disagree with sales persons friendly nature. Hence the company should train employees with soft
skills.

Table 4.28: table showing promptness of delivery.
Frequency Percent
HIGHLY NON-SATISFACTORY 38 38.0
NON-SATISFACTORY 13 13.0
Valid NEUTRAL 4 4.0

SATISFACTORY 42 42.0
HIGHLY SATISFACTORY 3 3.0

Total 100 100.0
Analysis: from the above table it is observed that nearly 38% of customers are highly non-
satisfied with promptness of delivery, and 42% of customers are satisfied with the delivery of
vehicle. And 3% of customers are highly satisfied with the same.
Graph 4.2: graph showing promptness of delivery
Interpretation: from the above analysis it is observed that the number of customers who are
satisfied and who are highly non satisfied is very similar and close to each other, hence the
company should be prompt in delivering the bikes on time.

Table 4.29: Table showing how you heard about YAMAHA vehicles
Frequency Percent
ADVERTISEMENT 40 40.0
FRIENDS 50 50.0
MECHANICS 6 6.0
Valid
COMPANY SALEMEN 2 2.0
OTHERS 2 2.0
Total 100 100.0
Analysis: from the above table it is seen that 50% of customers came to know about YAMAHA
through their friend’s circles, 40% of customers through TV and other advertisement modes,
2% of customers through company salesmen and 6% by Mechanics.
Graph 4.3: Graph showing how you heard about YAMAHA vehicles.
Interpretation: from the above analysis it is observed that nearly half of the customers came to
know about YAMAHA through their friends circle and 40% through advertisements; hence we
can say that the advertisement cost spent on vehicle is worthy.

Table 4.30: Table showing factors influenced the most in buying YAMAHA vehicles.
Frequency Percent
MILEAGE 16 16.0
PRICE 11 11.0
Valid STYLE 60 60.0
BRAND 13 13.0
Total 100 100.0
Analysis: from the above table it is understood that the main factor which influenced the
customers to buy YAMAHA was the style were 60% of customers have rated for this, and 16%
of customers were influenced by mileage, 11% of customers by price factor, and 13% of
customers by the BRAND name.
Graph 4.4: Graph showing factors influenced the most in buying YAMAHA vehicles.
Interpretation: from the above analysis it is observed that more than half of the customers ie.,
60% of customers were influenced by style factor, hence the company in future should focus
more on the look and design of the bikes and come out with different styles.

Table 4.31: table showing mileage given by the vehicle.
Frequency Percent
HIGHLY NON-SATISFACTORY 11 11.0
NON-SATISFACTORY 2 2.0
Valid
SATISFACTORY 80 80.0
HIGHLY SATISFACTORY 7 7.0

Total 100 100.0
Analysis: From the above table it is observed that 80% of customers are satisfied with the
mileage given by YAMAHA vehicles, 7% of customers are highly satisfied ,2% of customers are
non-satisfied and 11% of customers are highly non-satisfied with the same.
Graph 4.5: graph showing mileage given by the vehicle.
Interpretation: from the above analysis it is understood that People are satisfied with mileage
given by the bike and only few are not satisfied. But it is good for the company to manufacture
fuel efficient bikes in our economy.

CHAPTER: 5
SUGGESTIONS, FINDINGS AND CONCLUSION
FINDINGS
 From the analysis it is seen that 99% of customers are aware of YAMAHA vehicles,
which tell about the popularity it has got.
 It is observed that more than half of the customers came to know about YAMAHA
through friends.
 Price is another important factor which influences buying decision. Here in the study we
can see that 41% of customers are no satisfied with price of vehicle, which has to be
taken care.
 When coming to usage of vehicle nearly 48% of customers are using YAMAHA from 6
months to 1 year.
 From the study it is observed that 80% of customers are satisfied with the mileage of
vehicle, which is considered to be another important factor which influences customers to
buy vehicle.
 The study also focused on road grip of vehicle, where 74% of customers were satisfied
with road grip of vehicle and only very few customers were dissatisfied with the same.
 From the view point of durability of vehicle 61% of customers are satisfied and 22% of
customers are highly satisfied.
 It is also observed that 49% of customers are highly dissatisfied with the information
delivered by sales persons. Hence company has to train their employees.
 From the above analysis it is also seen that 78% of customers are happy with YAMAHA
and they want to continue YAMAHA in future also.
 It is also observed that 72% of customers have problem with dealers hence the company
should have a proper grievance system.
 From the above analysis it is also understood that 59% of customers have said that
dealers responded to the problem promptly.

 The study also focused on replacement of spares during service reveals that 52% of
customers were highly non-satisfied with the same.
 From the above analysis it is understood that sale people in the showroom are not
customer friendly.
 The study also focused on main factor influenced to purchase vehicles, where 60% of
customers were influenced because of style.
 It is also observed that the promptness of delivery is highly non satisfactory with 38%
and 42% of customers are satisfied with the same.

SUGGESTIONS
 Since stylishness of the bike is ranked highest company can improve style of the
bikes using good designers
 The showroom can try to avoid the complaints of customers by satisfying the needs
or by rendering good service.
 Since only very few sample respondents were satisfied with the mileage provided by
the vehicle company can improve over mileage of the bike.
 Lahari Motors can train salespeople to handle the grievance or complaints of the
customers which creates a friendly environment and builds relationship.
 At the time of service the company should replace spares in a proper way.
 The pricing strategies adopted by the company also should be changed to some extend.

CONCLUSION
India is one of the fastest growing economies all over the world and a live example which depict
the development in the growth of automobile and bike industry. Though a sharp increase in the
growth of automobile industry is seen in the past few decades, at the same time because of
economic slowdown and a diverse population need have affected the two-wheeler market to a
great extent. To succeed and sustain in the fierce competition and in this difficult economic
situation, it is important to know the consumer attitude and the factors they take in to
consideration while buying a new vehicle.
As per the hypothesis tested in my study it was found that factors like price, mileage, road grip,
durability have a direct influence on consumer perception about Yamaha bikes.
Some have complained about the spare parts availability and replacements. Almost all of
them agreed that the dealer is always very prompt in responding to the problems encountered by
the customers.
The factors like Relationship with dealer, Satisfaction Level of Information Provided by
the Salespeople,Level of Satisfaction about Spare Parts Replacement, Rating Salespeople in the
Showroom, and Satisfaction about Promptness in Delivery have an impact on consumer
perception at Lahari motors.

BIBLIOGRAPHY.
JOURNALS.
Authors Robert Kreuzbauer, Alan J. Malter has enlighted on
Author Michael D. Johnson has enlighted on
SarmisthaSarmahas enlighted on
WEBSITES:
WWW.GOOGLE.COM
http://www.yamaha-motor-india.com/

ANNEXURE:
QUESTIONNAIRE
Dear sir/madam,
I, GOWTHAM.M.N pursing my MBA 4th semester in NEW HORIZON COLLEGE OF ENGINEERING,

Bangalore. As a part of my curriculum, I am undertaking a project on “A STUDY ON CONSUMER
PERCEPTION ABOUT YAMAHA BIKES AT LAHARI MOTORS” BANGALORE. I request kindly fill in
this questionnaire below to facilitate my research work. I ensure that data collected shall be
used only for academic purpose and shall be kept confidential.
I. PERSONAL DATA
Name:
Gender: Male Female
Age: 18-25 26-30 31-35 36-40 41 &above
Education: A) Schooling
B) Intermediate C) Degree/Diploma D) Others
Occupation: A) Service
B) Business C) Student D) Others
Monthly Household Income: A) Below Rs.1 5000 B) Rs.15001-30000
C) 30001-45000
D) 45001-60000 E) 60001 &above
II BUYING BEHAVIOUR:
1. What kind of vehicle you own at present
2. Are you aware of Yamaha Vehicle? Yes No
3. How did you hear about Yamaha vehicle
A) Advertisement
B) Friends C) Mechanics
D) Company Salesman E) Others

4. How long you are using Yamaha vehicles?
A) < 6 Months B) 6months-1 year
C) 1year-3 years D) 3years- 5years
5. What factor influenced you the most in buying Yamaha vehicle?
A) Mileage
B) Price C) Performance on road condition
D) Style E) Brand
III. PERCEPTION ABOUT THE DEALER
1. How long do you have relationship with dealers?
A) Below 6months
B) 6months-1year C) 1year-3years D) 3years-5years
2. The information delivered by the salespeople of the showroom:
A) Highly non- Satisfactory

B) Non-satisfactory C) Neutral
D) Satisfactory E) Highly satisfactory
3. The replacement of spare parts during servicing:

(B) Non-satisfactory (C) Neutral
(D) Satisfactory (E) Highly satisfactory
4. Sales people in the showroom are customer friendly:
A) Highly disagree
(B) Disagree (C) Neutral
(D) Agree (E) Strongly agree
5. Promptness of delivery:



IV. PERCEPTION ABOUT THE VEHICLES
1. Price of vehicles:

2. Mileage given by the vehicle:

3. Road grip of the vehicle:

4. Durability of the vehicle:

V. POST PURCHASE BEHAVIOUR
1. Do you recommend Yamaha bikes to others?
A) Yes B) No
2. Will you continue to buy Yamaha vehicle in future?
A) Yes B) No
3. Did you ever have problem with the dealer?
A) Yes B) No

4. If yes, how did the dealer respond to you?
A) Promptly
B) Not so promptly C) Never Responded

5. Did you have any compliant with the vehicle?
A) Yes B) No
6. How was the complaint solved?
A) Replacement
B) By Service C) By refund of money
THANK YOU

1NH13MBA28

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Internship Report On

“A STUDY CUSTOMER PERCEPTION ABOUT YAMAHA BIKES”

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE

Mr. ARUN RAGHU MR. BHUVAN

Asst. PROFESSOR, MBA MANAGER

I am grateful to Dr. SHEELAN MISRA, Head of Department of Management Studies, New

I extend my sincere gratitude to MR. BHUVAN, Manager LAHARIMOTORS Bangalore for

CHAPTER PARTICULARS PAGE NO

CHAPTER 1 INTRODUCTION 1-6

CHAPTER 2 INDUSTRY AND COMPANY PROFILE 7-34

CHAPTER 3 THEORITICAL BACKGROUND OF THE STUDY 35-50

CHAPTER 4 ANALYSIS AND INTERPRETATION 51-67

CHAPTER 5 FINDINGS, SUGGESTIONS AND CONCLUSIONS 68-71

4.28 Table showing promptness of delivery. 55

This research has been conducted to study “CONSUMER PERCEPTION ABOUT

TITLE OF THE PROJECT:

“A STUDY ON CUSTOMER PERCEPTION ABOUTYAMAHA BIKES”.

STATEMENT OF THE PROBLEM:

OBJECTIVES OF THE STUDY:

1. To understand the attitude and behaviour of customers of Yamaha bikes.

New horizon college of Page 1

New horizon college of Page 2

Authors Robert Kreuzbauer, Alan J. Malter has enlighted on

Author Michael D. Johnson has enlighted on

New horizon college of Page 3

Dr. Ronald Mani & Mr. DebasisTripathyhas enlighted on

New horizon college of Page 4

SOURCES OF DATA COLLECTION:

New horizon college of Page 5

Limitations of the study:

New horizon college of Page 6

Paving the Road to Yamaha Motor Corporation

"If you're going to do something, be the best."

New horizon college of Page 7

The first Yamaha motorcycle... the YA-1.

New horizon college of Page 8

The first Yamaha to compete in Americ(1957).

New horizon college of Page 9

In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by

New horizon college of Page

About India Yamaha Motor Pvt. Ltd.

New horizon college of Page

We are committed to:

New horizon college of Page

mind. Challenging Spirit

Frank & Fair Organization

India Yamaha Motor inaugurated New Plant at Surajpur (Greater Noida)

New horizon college of Page

IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana)

As an Environmentally sensitive organization we have the concept of "Environment-friendly

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Sales (%) by product category (consolidated)

Sales (%) by region (consolidated)

New horizon college of Page

New horizon college of Page

Yamaha Motor strives to realize peoples' dreams with ingenuity and

1. Creating value that surpasses customer expectations

To continue to produce value that moves people, we must remain

We must build a corporate culture that encourages enterprise and

As a good corporate citizen, we act from a worldwide perspective and