i

STUDENT DECLARATION

This is to certify that I have completed the summer project entitled

CONSUMER PREFERENCE ON YAMAHA under the guidance of
my supervisor Mrs. Dr Gyani Shah Malla in partial fulfilment of
the requirements for the degree of Bachelor of Business
Administration at Faculty of Management, Tribhuvan University. This
is my original work and I have not submitted it earlier elsewhere.

Date: March, 2024 Signature:

Nehal Mahato

ii
 CERTIFICATE FROM THE SUPERVISOR

This is to certify that the summer project entitled CONSUMER PREFERENCE

ON YAMAHA is an academic work done by "Nehal Mahato" submitted in the
partial fulfilment of the requirements for the degree of Bachelor of Business
Administration at Faculty of Management, Tribhuvan University under my
guidance and supervision. To the best of my knowledge, the information
presented by him/her in the summer project report has not been submitted
earlier.

Signature of the Supervisor

March, 2023

ENDORSEMENT

iii
This project report is entitled CONSUMER PREFERENCE ON YAMAHA
has been submitted by ‘Nehal Mahato’ of Bhaktapur Multiple Campus for the
Faculty of Management, Tribhuvan University in the fulfilment or the
requirements for the degree of Bachelor of Business Administration (BBA).
This research committee of campus has found this summer report satisfactory in
the scope and quality and has therefore forwarded for examination.

………………………………………

……………………………………..
Dr. Gyani Shah Malla Dr. Kabita Luitel
BBA Research Committee Campus Chief
Bhaktapur Multiple Campus Bhaktapur Multiple Campus

ACKNOWLEDGEMENT

This study has been prepared for partial fulfilment of Bachelors of Business
Administration (BBA). It is a privilege to complete this study entitled

iv
CONSUMER PREFERENCE ON YAMAHA. It is a pleasure to express my
sincere gratitude to my supervisor Mrs. Dr. Gyani shah Malla mam for her
support throughout the research process. He had devoted his valuable time and
efforts in patiently guiding us to complete this project. His wide knowledge and
logical way of thinking have created a great value to us. Besides, his
understanding, encouraging and personal guidance has provided the good basis
for this present form of project report. Therefore, I would like to convey my
special thanks to him for his valuable inputs.

I owe a deep sense of gratitude to our honourable Campus Chief Dr. Kabita
Luitel, Director Mr. Tulsi Ram Ghemosu and Head of the BBA Research Sub
Committee Dr. Gyani Shah Malla for extending their cooperation and
guidance in this report creation. Special thanks, to all of my friends in BBA 7th
semester, who gave me useful material, response and experience to conduct this
study.

I would like to express my grateful thanks to the respondents who participated

in filling the questionnaires and provided the valuable information for this
study. I greatly thank my dearest Parents, who encouraged me to extend my
reach. With this help and support, I have been able to complete this works.

Nehal Mahato
March, 2024

TABLE OF CONTENTS pages

CONSUMER PREFERENCE ON
YAMAHA……………………………………………………... i

v
STUDENT
DECLARATION……………………………………………………………………………
ii
CERTIFICATE FROM THE
SUPERVISOR……………………………………………………… iii
ENDORSEMENT……………………………………………………………………………
……………. iv
ACKNOWLEDGEMENT……………………………………………………………………
…………… v
TABLE OF
CONTENTS…………………………………………………………………………………
vi
LIST OF
TABLES………………………………………………………………………………………
…. viii
LIST OF
FIGURES………………………………………………………………………………………
… ix

ABBREVIATIONS……………………………………………………………………………
…………… x

CHAPTER
…………………………………………………… 1
1
INTRODUCTION……………………………………………………………………………
…………... 1
1.1 Context Information
………………………………………………………………………... 1
1.2 Purpose of the
Study………………………………………………………………………… 6
1.3 Significance of the
Study…………………………………………………………………… 6
1.4 Literature
Review……………………………………………………………………………… 7
1.1.4. Theoretical Literature
Review…………………………………………………… 7
1.4.2 Empirical
Review………………………………………………………………………… 9
1.5 Research Methods
…………………………………………………………………………………... 11
1.5.1 Research
Design………………………………………………………………………………... 11
1.5.2 Population and
Sample……………………………………………………………………… 12

vi
 1.53 Sources of
Data…………………………………………………………………………………… 13
1.5.4 Data collection
procedures………………………………………………………………… 13
1.5.6 Tools for data analysis.
……………………………………………………………………… 14
1.6 Limitation of the
study…………………………………………………………………………... 14

CHAPTER
II………………………………………………………… 15
15 DATA PRESENTATION AND ANALYSIS ON CONSUMER PREFERENCE
………. 15
2.1 Respondents Profile
…………………………………………………………………………….... 16

2.1.1 Demographic Profile on the basis of

Gender………………………… 16
1.2 Demographic Profile on the basis of Age
Group……………………… 17
2.1.3 Demographic Profile on the basis of Academic Qualification… 18
2.1.4 Demographic Profile on the basis of
income………………………… 20
2.2 Consumer preference on Marketing
Strategy………………………….. 21
. 2.2.1 Consumer preference on
Product……………………………………… 22
2.2.2 Consumer preference on
Price…………………………………………… 24
2.2.3 Consumer preference on
Promotion…………………………………… 25
2.2.4 Consumer preference on
Distribution………………………………… 26

vii
 2.2 Findings and
Discussion……………………………………………………….. 29

CHAPTER
III…………………………………………………………. 31
CONCLUSION AND ACTION
IMPLICATIONS………………………………… 31
3.1
Summary…………………………………………………………………
…………… 31
3.2
Conclusion…………………………………………………………………
………… 31
3.3 Action Implications.
…………………………………………………………….. 32

REFERENCES……………………………………………………………
……………… 33

APPENDICES…………………..
……………………………………………………….. 35

viii
LIST OF TABLES
Table 1: Gender of Respondents.....................................
Table 2: Age Group of Respondents……………………
Table 3: Academic Qualification of Respondents…
Table 4: Occupation of Respondents…………………..
Table 5: Customer Perception on Product …………….
Table 6: Customer Perception on Price …………………
Table 7: Customer Perception on Promotion. ………….
Table 8: Customer Perception on Distribution…………

ix
LIST OF FIGURES

Figure 1: Total sales made by Yamaha in year 2018

Figure 2: Theoretical Framework of marketing strategy implementation success...

17 Figure 3: Pie Chart on the basis of Gender

Figure 4: Pie Chart on the basis of Age-Group.

Figure 5: Bar Diagram according to qualification

Figure 6: Pie Chart on the basis of Occupation.

Figure 7: Bar Diagram on the basis of product.

Figure 8: Bar Graph on the basis of price

Figure 9: Bar Graph on the basis of Promotion

Figure 10: Bar Chart on the basis of Distribution.

x
BBREVIATIONS
&= and
I. c.= That is
BBA = Bachelors of Business Administration
c. g.= example
Via = by way of

xi
 CHAPTER I
INTRODUCTION
1.1Context Information

Consumer preference is defined as a set of assumptions that focus on consumer choices that result
in different alternatives such as happiness, satisfaction, or utility. The entire consumer preference
process results in an optimal choice. Consumer preferences allow a consumer to rank different
bundles of goods according to levels of utility, or the total satisfaction of consuming a good or
service. It is important to understand that consumer preferences are not dependent upon consumer
income or prices. So, a consumer's capacity to buy goods does not reflect a consumer's likes or
dislikes. For example, Eddie can have a consumer preference for Rolex watches over Timex but
only have the financial income to purchase a Timex. To know the preference of consumer we
introduce this study about automobile. This study title Consumer preference on Yamaha enable to
identify why people choose to Yamaha. Automobile is one of the largest industries in global
market. Being the leader in product and process technologies in the manufacturing sector. It has
been recognized as one of the drivers of economic growth. During the last decade, well directed
efforts have been made to provide a new look to the automobile policy for realizing the sector's
full potential for the economy. Aggressive marketing by the auto finance companies have also
played a significant role in boosting automobile demand, especially from the population in the
middle-income group. A Nations economy is well known from its transport system. For instant
and rapid growth in economy, a well-developed and well-networked transportation system is
essential. The Automobile industry has strong background and forward linkages and hence
provides employment to a large section of the population. The two-wheeler manufacturing is
dominated by companies like YAMAHA, Honda, TVS. Bajaj, etc. The automobile sector is
generating tremendous amount of revenue for the country and tens of thousands of people are
directly and indirectly dependent or connected to this industry. It could be an important parameter
to raise the living standard in the country. The government should rather focus on developing a
proper and more systematic local transportation system, and road conditions.

xii
Owning bikes in Nepal has become a must in Nepal. Hectic traffic jams, narrow streets and
unreliable public transportation has made bike a basic need to everyone. Bikes are less expensive
than car, easy to park and can be used to transport everything and everyone. These are the reasons
that make bikes in Nepal a necessity. Bikes basically mean motorcycle and scooters. In Nepal,
Yamaha bikes are considered as one of the most trusted ones. In fact, Yamaha bikes are most
technologically advanced and are loaded with the features that make riding a pleasure.
Is having a great product the only requirement to run a successful business? For most companies,
the answer is no. Why? Because generating sales requires potential customers to understand that a
product exists, what it does, and why it's better than a competitor's offering. The responsibility to
communicate that information rests on the shoulders of the marketing and sales teams. Typically,
marketing has a predominant role at the beginning of a potential sale. For example, a marketing
team may develop a new radio campaign to help spread awareness about a product launch. A
sales team works to finalize a deal by communicating directly with leads and addressing their
concerns.
According to Philip Kotler (Kotler et.al, 2013): 'Sales promotion consists of a diverse collection
of incentive tools, mostly short term, designed to stimulate quicker and/or greater purchase of
particular products/services by consumers or the trade'.
(Gronroos, 2004) he states that marketing is to establish, maintain and enhance relationship with
customers and other partners, at a profit so that the objective of the parties involve are made. He
also reinforced that the relationship marketing perspective is based on the notion that on top of
the value of products or services that are exchanged the existence of a relationship between two
parties creates additional value for customers and also for the supplies or service provider.
Yamaha's history goes back over a hundred years to 1887 when Torakusu Yamaha founded the
company, which began producing reed organs. The Yamaha Corporation in Japan (then Nippon
Gakki Co., Ltd.) has grown to become the world's largest manufacturer of a full line of musical
instruments, and a leading producer of audio/visual products, semiconductors and other computer
related products, sporting goods, home appliances and furniture, specialty metals, machine tools,
and industrial robots. The Yamaha Motor Corporation, Ltd., begun on

July 1, 1955, is a major part of the entire Yamaha group, but is a separately
managed business entity from the Yamaha Corporation. The Yamaha Motor
Corporation is the second largest manufacturer of motorcycles in the world.
Founded in 1887, Yamaha has provided a variety of products and services. Its
president Takuya Nakata has embarked on the new medium term management
plan which states the Yamaha's basic strategy since April, 2016.

xiii
 The Wheels Pvt. Ltd. is the trading company for Yamaha in Nepal today. It was
established in then started dealing its products in Bhaktapur area focusing the
middle-class customers. Yamaha made its initial foray into Nepal. The Wheels
Pvt. Ltd is located in Sallaghari, Bhaktapur which is successfully dealing the
products and handling customers with the supervision of auto life and Yamaha
Motors for over a decade.

Organization Profile
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.
MAW enterprises started its operation with Yamaha since 1975 importing bikes
in Nepal.at that time they introduced Rajdoot and Escorts bikes which are now
Yamaha. Since then they have been offering dozens of models to Nepalese
customer. They have nation-wide network of over 70 dealers. Presently, their
product portfolio includes sports model such as R3(321cc), R15s(149cc), Blue-
core technology enabled models such as FZ-S-FI (fuel-injected, 149cc), FZFI
(fuel-injected, MT-15(155cc), 149cc), Saluto(125cc), Facino (113cc), Ray
Z(113cc), Ray ZR (125cc). And these are well celebrated bikes in Nepal.

The Wheels Pvt ltd. is the authorized seller of Yamaha bikes and Yamaha
branded products. The Wheels is located in Sallaghari, Bhaktapur, Nepal and
provide sales, service & genuine
spare parts at reasonable and competitive price. It was established on March,
2013. It has been awarded as the Yamaha two-wheelers dealership award, -
Bhaktapur, Yamaha generator dealership-Bhaktapur, best stall award-Bhaktapur
trade fair 2070, best dealer A2 level 2015, best performance in A2 level in
2014. It deals with Yamaha Bikes and Yamaha branded products having sales,
service and genuine spare parts. The Wheels PVT. LTD is the trading company
for Yamaha in Nepal today. It was established in then and stated dealing its
product in Bhaktapur area focusing the middle-class customers. It is
successfully dealing the products and handling customers with the supervision
of auto life and Yamaha motors for over a decade. It has successfully

xiv
maintained the reputation of Yamaha to be the most trusted bikes in Nepal, it
has recently opened its branch in Ghaghara, Bhaktapur.
Promoters
Mr. Vishnu Kumar Agarwal (MD)

Managements
Name Post
Mr. Bibek Ranjitkar & Mr. Nabin Dhaubanjar Sales assistant

Mrs. Prasna Bhomi & Mrs. Ruku Shakya Front desk

Mr. Ronit suwal Spare part store keeper
Mr. Sanzok Munankarmi & Mrs. Pooja Servicing department
Ranjitkar

Mission
The Yamaha has a mission to become a leading business organization in automobile sector.

Locations
The Wheels Pvt. Ltd. is located in sallaghari and gathaghar, bhaktapur. However main showroom
is located in sallaghari, Bhaktapur.

Services
The Wheels Pvt. Lad is the authorized dealer of Yamaha products. They deal with the sales,
repair, spures and exchange.

Model of Yamaha

xv
Fig:1
Total sales made by Yamaha in year 2023-2024

xvi
 5

4.5

3.5

2.5

1.5

0.5

0
FZS FZ R15 FASHION RayZ
unit sold (in hundred)

Purpose of the Study

The core objectives for this study are Consumer Preference on Yamaha and other specific
objectives are:
1. To identify the consumer preferences on product
2. To determine consumer preferences on price
3. To examine consumer preferences on promotion
4. To find out consumer preferences on distribution

1.3Significance of the Study

Transportation is one of the most important means in any field to everyone. There was a
time when motorbike was higher class people and dream for the lower class. These days
the number of motorbikes in the road has been increasing in a rapid pace. Number of
brands and models of motorbike can be found in the market that has led to intense
Competition among manufacturers and its marketing agencies.

i. This study is innovative to analyse the impact of different factors like price, Mileage.
after sales service and resale value on customer satisfaction in two Wheelers users in
Kathmandu valley.

ii. This study is helpful to the marketing department of motorbike companies as it helps
them to find out major factor affecting consumer preferences.

xvii
iii. The study can also be used as a reference for academicians who are interested in further
studies dealing the on two wheelers

1.4 Literature Review

This section presents the thorough review of literature on effect of customer satisfaction o two-
wheeler users in Kathmandu. This section is divided into two parts Le, theoretical literature
review and Empirical Review.

1.4.1 Theoretical Literature Review

In the past, the concept of consumer perception on value has been utilized to analyse the decision
making of consumers in many phases. The consumers will significance the product from many
internal and external factors comparing with what he has to sacrifice. If the perceived value of the
product exceeds what he has to give up, then he will choose to buy the product.
According to research, the results indicate that the factors influence purchasing decision as
perceived value which is directly confident relationship to purchasing. And others factors that
indirectly influence purchasing decision via perceived value as quality, extrinsie attribute,
intrinsic attribute, perceived sacrifice, price and place so on. Perception is one of the main
psychological factors that influences individuals' purchasing choices. It is defined as a process of
recognition and interpretation of the stimuli from the environment through the human senses
vision, hearing, taste, smell and touch. The meaning of a product to a consumer and what stands
for, is tightly affected by their values, rather than by product functionality. Values are very
important for consumer interpretation, evaluation and purchase decision, Values are defined as
relatively stable, "permanent belief of a person". "Values are concepts or beliefs about desirable
end states or behaviour’s, that transcend specific situations, guide selection or evaluation of
behaviour and events, and are ordered by relative importance"

Marketing strategy implementation success

Figure: Theoretical Framework of marketing strategy implementation success

xviii
 A. Independent Variables
Marketing Strategy
i. Product
ii. Pricing
iii. Promotion
iv. Distribution

B. Dependent Variables
i. Sales Performance
ii. profitability

1.4.2 Empirical Review

xix
Sauravanan and Panchanatham (2009) analysed the essentials for promotion of
a product. The result revealed that a customer considers factors like price, looks,
mileage, after sales service, performance etc. at the time of purchasing a two-
wheeler, although majority of customers give Importance to the brand image
The result also found that the socio-economic factors which satisfy two
wheelers’ customers and that the employees and students crave for show room
services.
Sathish and Pughazhendi (2011) found that customer is positively satisfied with
the motorbikes. The result also shows that there is positive relation between the
brand name and the preference of customers. Hence, the result revealed that two
wheelers’ companies should focus on fuel economy, servicing cost of the bike
inside the show room and spare parts prices of the bike
Srinivas (2015) have studied the consumer buying behavior is influenced by
four major psychological factors motivation, perception, learning, and beliefs
and attitudes. The main purpose of this study is to identify factors that
influencing on customers for purchase of motor vehicles of Sowjanya Pvt. Ltd.,
Nandyal, and Kurnool district. The result found that respondents who brought
the motor vehicles are influenced by the brand image, mileage and price. The
result revealed that the study also helps to know the different services provided
by Yamaha bikes and the satisfaction derived by people from the performance
of the bike.
A research design is a blueprint for conducting a study with maximum control
over factors that may interfere with the validity of the findings (Burns and
Grove, 2003). According to Green and Tull, "It is the specification of
techniques and processes for obtaining the information required. It is the over-
all operational pattern or framework of the project which states what data is to
be gathered from which source by what processes." (Polit et al, 2001) detine a
research design as "the researcher's overall for answering the research question
or testing the research hypothesis". The research design can be qualitative
research design, quantitative research design or mixed research design.
Qualitative research is an umbrella term for an array of attitudes towards and
strategies for conducting inquiry that are aimed at discovering how

human beings understand, experience, interpret, and produce the social world (Nandelistyki,
2004)

xx
Subramani et al. (2015) found that most (92%) of the respondents revealed that Yamaha has
improved after Yamaha FZ bike and Majority (60%) of the respondents said that they are
wing bike for fun riding and it is recommended that the Yamaha bike FZ may try to keep all
types of models and all brands as per the requirement of local people in that locality. From
the study, it was found that the demographic variables such as age group, gender and
occupation are having less impact on the factors of customer's satisfaction. The outcome
indicates that, most of the customers are satisfied towards Yamaha hike FZ with respect to
look, mileage, speed, price, service, resale value, engine ce, model facility, advertisement.

Khatiwada (2019) found that friend (40%), advertising (35%), family (15%), internet and
others (10%) influence in the purchase of the motorbike. The study also shows that Honda is
the most recognized bike in the market capturing the mind of about 45% of the respondents.
Bajaj is also not far behind with about 35% share. Yamaha has not currently been able to
bring attractive motorbike and as a result only about 15% of the respondents termed the brand
as a first recalled brand. The recognition of TVS is negligible with about 5% of respondents
recalling the brand.

The summary of literature regarding the impat of sales and marketing on two wheelers
Study Major
Findings

Saaravanan and Panchanatham Found that customer considers factors price,

mileage, looks etc, at the time of
purchasing
a two-wheeler, although majority of
customers give importance to the brand
Image

Sathish and Pughazhendi (2011) Revealed that company should focus

On fuel economy, servicing cost of the
bike
inside

the show room and spare parts prices of

the bike

xxi
Srinivas (2015) The consumer buying belavior is influenced
By four psychology factors motivation
Precaption, learning and belief and
attitude

Khatiwada (2019) 1.5 customer considered factor like preference

Durability and design more important in
Motor bike then the other feature like price
Brand and resale value

Research Methods
Research methodology refers to the various soquential steps adopted by researcher in
studying a problem with sertain objectives it involves gathering data, use of statistical
techniques, interpretation and drawing conclusion about research data. It is based on both
primary data and secondary data collected mainly from journals, books and previous studies.
The primary data collection method was used which were collected through the questionnaire
distribution, h consists of various types of questions like single response question, Likeri
scale questions. Research methodology deals with research design, data collection, sampling
methods, data collection procedure and analysis and interpretation of research work. The
methodology used for this research is listed below:

1.5.1 Research Design

Research Design is a master plan specifying the methods and procedures for collecting and
analyzing the needed information. It is known as the roadmap of research that helps to
achieve research goal through specific research procedures. Questionnaire technique was
used for collecting data from the respondents. Descriptive research design has been used for
the study purpose. This study has used descriptive research design to deal with the finding
and searching adequate information about the internet addiction level among the students.
While preparing a

Research design it prepared a schedule how to perform the activities as shown

from comparative Gantt chart.

xxii
Comparative Gantt chart

1.5.2 Population and Sample

Population represents large number of people considered for the survey whose behavior
affects the result of survey. Population is the mass from where sample are taken to collect the
data. For this particular research, total number of 50(approx.) Yamaha Users in Bhaktapur
from various fields were taken as a sample.

1.5.3 Sources of Data

xxiii
 Primary data have been used in order to carry out the research. The primary
data has been collected through the consumer survey, set of questionnaire and
discussions have been carried out with the consumer personally. In this research
Descriptive research design was wed for the study

1.5.4 Data collection procedures

For the fulfilment of research objective data has been collected by distributing
the questionnaire to the Yamaha Users in Bhaktapur city, Consumers were
asked to fill up the form to know the number of users of Yamaha bikes and
scooter. The entire questionnaire was filled by the respondents as per the
request.

Questionnaire:
A Questionnaire is prepared to take information from the respondents is an
appropriate, simple and cost-effective manner. The Questionnaire were sent via
email and uploaded on a Facebook page for the research. For the questionnaire
to shown the revatt we have use different method of data analysis.

Data analysis refers to the process of inspecting, transforming and modelling

data with the goal of discovering useful information, suggesting conclusion and
supporting decision making Research has been presented in descriptive and
tabular form as per requirement and elear interpretation on it. The collected data
had been converted into tabular form with the help of MS Excel. The methods
dsed for data analysis are:

a. Pie-charts
A pie chart (or a circle chart) is a circular statistical graphic, which is divided
into slices to illustrate numerical proportion.

b. Bar diagram
Har chart or bar graph is a chart that presents categorical data with rectangular
bars with heights or lengths proportional to the values that they represent. The
bars can be plotted vertically or horizontally.

c.Table
A function is a rule that assigns a set of inputs to a set of outputs in such a way
that each input has a unique output. A function table in math is a table that
describes a function by displaying inputs and corresponding outputs in tabular
form.
xxiv
1.5.6 Tools for data analysis
i. Frequency
Frequency is the rate at which something occurs or is repeated over a particular
period of time.
ii. Percentage
In mathematics, a percentage is a number or ratio that represents a fraction of
100. It is often denoted by the symbol "%" or simply as "percent" or "pct"

1.6 Limitation of the study

1.This study is only limited to the consumer perception related to The Wheels
Pvt. 1.ad which is located in sallaghari, Bhaktapur.
2.The sample are taken in limited ratio only i.e. 54 Yamaha Users.
3.This study has used percentage and frequency only.

CHAPTER II
DATA PRESENTATION AND ANALYSIS ON CONSUMER
PREFERENCE
In Nepal, Yamaha Two-wheeler dealers where customers can satisfyingly get
information ab the various problems that the most of the coatomers of the two-

xxv
wheeler owners face during their use of the vehicle and can buy the motorcycles
of their choice in the reasonable price. The customers who are buying the
vehicles for the flats nine may not have the knowledge show the bikes. In such
cases, the employees of staffs working in this company provides suggestions
advices and guidance to such customers with full bits and knowledge. For such
customer handling process, the Company has managed to hire the expert
personal who can provide appropriate information with the best feedback.
Through such kinds of policy, the company has been able to win the customers
loyalty and trust.
The company was also able to provide us with the data of the sales of not only
sales in Nepal but with international market as well which they collected from
the Yamaha Conference about a year ago.
Yamaha has given them the permission of dealing the various Yamaha parts
and various commercial bikes used in daily life by the middle-class people. The
company sets the motorcycles, their spare parts, they import parts from various
branches of Yamaha that product the premium parts and extra services.
The company has presented the data of Yamaha sales and country wide sales of
Yamaha have been successfully led by this company with total of 64.3% sales
than from other dealers Yamaha presents the data of advertising and marketing
along with the various strategies for near future sales and customer attraction.
The company is committed to be the Exclusive & Trusted Brand renowned for
marketing and selling of YAMAHA products, focusing on serving their
customer where they can build long term relationships by raising their lifestyle
through performance excellence, proactive design &innovative technology.
Their innovative solutions will always exceed the changing needs of their
customers and provide value added vehicles.
This chapter provides systematic presentations and analysis of primary data.
Different statistical and regression models described in previous chapter have
been used for the study

purpose. This chapter is divided into two sections. The first section deals with
the presentations and analysis of the primary data and percent the results of
questionnaire survey. The second section of this chapter deals with concluding
remarks on the basis of findings from primary data analysis.

"This study is based on primary data analysis, which mainly deals with the sales
and marketing policy of two-wheeler users in Bhaktapur. This section reports

xxvi
the result of questionnaire survey conducted among different groups of
respondents of two-wheeler users in Bhaktapur. A set of questionnaires using
Likert scale questions are provided to the respondents.

2.1 Respondents Profile This part includes the details of the respondents in
various demographic characteristics of respondents like gender, age group,
occupation etc.

2.1.1 Demographic Profile on the basis of Gender This chapter includes the data
presentation and analysis of demographic profile of respondents on the basis of
gender.

Table 1:
Gender of Responds
Gender respondents percentage
Male 28 51.9%
Female 26 48.1%
Total 54 100%
(source: Questionnaires survey, 2024)

Figure3: pie chart on the basis of Gender

xxvii
The table 1 and figure 3, shows the classification of respondents on the basis of
gender. The study shows that the majority respondents (51.9%) are male and
(48.1%) are female. It is shown that the male is attracted towards two wheelers
than female in which male are 28 and female are 26 respondents respectively.

2.1.2 Demographic Profile on the basis of Age-Group This chapter includes the
data presentation and analysis of demographic profile of respondents on the
basis of age-group.

Table 2:
Age Group of Respondents
Age- group Respondents percentage
20-25 45 83.3%
Below 20 5 9.3%
25-30 4 7.4%
Total 54 100%

(source: Questionnaire survey, 2024)

xxviii
Figure 4: pic chart on the basis of age group

The table 2 and figure 4 shows the classification of respondents on the basis of
age group. The study shows that the majority respondents are of 20-25 age
group with 83.6%, Below 20 age group with 9.1% and the minimum is 7.3%
with age group that is 25-30 year of age. The respondents of age group 20 - 25
are of higher in with 46 number. Similarly, the age group below 20 with 5
number and 25-30 are of lowest with I number.

2.1.3 Demographic Profile on the basis of Academic Qualification This chapter

includes the data presentation and analysis of demographic profile of
respondents on the basis of Academic Qualification.

Table 3:
Academic qualification of respondents
Qualification Respondents Percentage
S.L.C 0 0%
xxix
 Intermediate 10 18.2%
Bachelor 44 80%
Master 1 1.8%
Total 55 100%
(source: Questionnaire survey, 2024)

Figure 5: Pic chart on the basis of qualification

The table 3 and figure 5 pie chart shows the classification of respondents
according to qualification. The study shows the majority respondent among 55
are of + 2 level with 18.2% which show that respondents of +2 level are highly
attracted towards two wheelers and the minimum are of SEE. Level with 0%.
Similarly, the respondents pursuing Bachelor's degree and Master are 80% and
1% respectively. The respondents pursuing bachelor level are in higher in
xxx
number with 44 respondents and the minimum respondents are of SEE. With 0
respondents. Similarly, the respondents pursuing +2 degree and Master are 10
and 1 respectively.

2.1.4 Demographic Profile on the basis of income

This chapter includes the data presentation and analysis of demographic profile
of respondents on the basis of income.

Table 4:
income of Respondents
Income Respondents Percentage
Below 15000 43 78.2%
15000-20000 3 5.5%
20000-30000 4 7.3%
Above 30000 5 9.1%
Total 55 100%
(source: questionnaire survey, 2024)

Figure 6: pie chart on the basis of income

xxxi
The table 4 and figure 6 shown the respondents according to income. In the
above data, the most of the respondents who use two wheelers are below15000
with highest percentage 78.2% and the above30000 among respondents are of
9.1%. Similarly,15000-20000 and 20000-30000 are 5.5% and 7.3%
respectively. The highest number i.e. 45 respondents are below 15000 who uses
more two-wheeler and they are of 78.2% and the lowest is 15000-20000 with
5.5% with 3 respondents. Similarly, 20000-30000 and above 30000 are 7.3%
and 9.1% with 4 and 5 respondents.

2.2 Consumer preference on Marketing Strategy

Perception means the Descriptive analysis is used to describe the basic features
of the data in the study. It provides simple summaries about the sample and the
measures. Together with simple graphics analysis, it forms the basis of virtually
every quantitative analysis of data. It is used to present quantitative descriptions
in a manageable form. It helps us to simplify large amounts of data in a sensible
way. Each descriptive statistic reduces many data into a simpler summary.

2.2.1 consumer preference on product

This chapter includes the data presentation and analysis of consumer on the
basis of product.

Table:

xxxii
 Consume preference on product
Statement SD D N S SA TOTAL
Yamaha gives more 2 5 5 18 20 50
mileage
Design of the 0 1 10 15 24 50
products determine
my personality
Considering the 3 5 15 20 7 50
comfort, I used
Yamaha products

(Source: Questionnaire survey, 2024)

Figure 7: Bar Diagram on the basis of product

30

25

20

15

10

0
yamaha gives more design of the considering the
mileage product determine comfort I used
my personality yamaha product

SD D N S SA

The table 5 and figure 7 shows that respondents with various questions answer
and various results are shown in table and bar diagram. The statement is based
on the accessibility factors and it is measure in five Likert scale 1 as Strongly
Disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly disagree. From
the statement 1, "Yamaha gives more mileage" with the majority of 46% of the
respondents are both neutral and agree whereas only 40% has strongly agreed.
From the statement 2, "Design of the products determine my personality." with

xxxiii
the majority of 48% of the respondents are strongly agree whereas the minimum
respondents are strongly disagree with 0%. From the statement 3, "Considering
the comfort I used Yamaha products." with the majority of 40% of the
respondents are agree where as 6% of the minimum respondents are strongly
disagree. Above table 5 shows that various statement were asked to the
customers and they have provided various responses if they were strongly
disagree, disagree, neutral, agree and strongly agree regarding the questionnaire
provided to them.

2.2.2 Consumer preference on price

This chapter includes the data presentation and analysis of consumer perception
on the basis of price.

Table 6:
Consumer preference on price

Statement SD D N S SA Total
Yamaha 5 9 17 17 2 50
xxxiv
 bike is
affordable
Yamaha 4 7 12 20 7 50
gives
discount
and offers
I purchase 3 5 12 25 5 50
the bike
considering
the price
(source: Questionnaire survey, 2024)

Figure 8: Bar graph on the basis of price

30

25

20

15

10

0
Yamaha bike is affordable Yamaha gives discount I purchase the bike
and offers considering the price

SD D N S SA

The table 6 and figure 8 shows that respondents with various questions answer
and various results are shown in table and bar diagram. The statement is based
on the accessibility factors and it is measure in five Likert scale 1 as Strongly
Disagree, 2 as disagree, 3 as neutral, 4 as agree and 5 as strongly disagree. From
the statement 1, "Yamaha bikes are affordable." with the majority of 34% of the
respondents are both neutral and agree whereas only 4% has strongly agreed.
From the statement 2, "Yamaha gives, discount and offers." with the majority of
40% of the respondents are agree whereas the minimum respondents are
strongly disagree with 8%. From the statement 3, "I purchase the bike
considering the price." with the majority of 50% of the respondents are agree

xxxv
 where as 6% of the minimum respondents are strongly disagree. Above table 6
shows that various statement was asked to the customers and they have
provided various responses if they were strongly disagree, disagree, neutral,
agree and strongly agree regarding the questionnaire provided to them.

2.2.3 Consumer preference on Promotion This chapter includes the data

presentation and analysis of consumer perception on the basis of promotion.

Table 7:
Consumer preference on promotion
Statement SD D N S SA Total
Due to my friend 3 5 10 17 15 50
suggestion, I
purchase the
Yamaha bike
It gives 15 7 15 10 3 50
exchange offer
and scrap value
Through the ads 7 9 14 12 8 50
it influences to
purchase the
Yamaha
products
(source: Questionnaire survey, 2024)

Figure 9: bar graph on the basis of promotion

xxxvi
 Chart Title
16
12
8
4
0

SD D N S SA

The table 7 and figure 9 shows that respondents with various questions answer
and various results are shown in table and bar diagram. From the statement 1,
"Due to my friend suggestion I purchase the Yamaha bike." with the majority of
34% of the respondents are agree whereas only 6% has strongly disagreed.
From the statement 2, "It gives exchange offer and scrap value." with the
majority of 30% of the respondents are neutral and strongly disagreed
respectively whereas the minimum respondents are strongly agreeing with 6%.
From the statement 3. "Through the ads, it influences to purchase the Yamaha
products." with the majority of 28% of the respondents are neutral where as
14% of the minimum respondents are strongly disagree. Above table 7 shows
that various statement was asked to the customers and they have provided
various responses if they were strongly dis-agree, disagree, neutral, agree and
strongly agree regarding the questionnaire provided to them.

2.2.4 Consumer preference on Distribution

This chapter includes the data presentation and analysis of consumer perception
on the basis of distribution.

Table 8:
Consumer preference on distribution.
xxxvii
statement S D N S SA Total
D
I select because of 2 5 15 18 10 50
availability of
showroom and
spare parts of
Yamaha
Selected due to 3 11 26 7 3 50
availability of the
service centre.
New products 7 9 14 12 8 50
launch with new
feature at the time
inspired me to use
Yamaha products.
(source: Questionnaire survey, 2024)

Figure 10: Bar chart on the basis of distribution

30
25
20
15
10
5
0

SD D N S SA

The table 8 and figure 10 shows that respondents with various questions answer
and various results are shown in table and bar diagram. From the statement 1, "I

xxxviii
select because of Availability of showroom & Spare parts of Yamaha." with the
majority of 36% of the respondents are agree whereas only 4% has strongly
disagreed. From the statement 2, "Selected due to availability of the service
centre". With the majority of 52% of the respondents are neutral and whereas
the minimum respondents are strongly agreeing and strongly disagree with 6%.
From the statement 3, "New product launch with new feature at the time
inspired me to use Yamaha product." with the majority of 28% of the
respondents are neutral where as 14% of the minimum respondents are strongly
disagree. Above table 8 shows that various statement was asked to the
customers and they have provided various responses if they were strongly
disagreeing, disagree, neutral, agree and strongly agree regarding the
questionnaire provided to them.

2.2 Findings and Discussion

The study reveals that majority of the customers age was between 20years to 25
years. The target customers were mainly in middle class as well as upper middle

xxxix
class income group. Most of the customers of Yamaha Two-Wheelers were
students and employees. Most of the customers were employees followed by
students. Out of total customers 80% of the customers were Bachelor level and
only few customers were graduates. R15, FZS, MT-15, SZX, SZR, Saluto,
YBX, Crux, Fashion, Ray z and Ray ZR are the brands mostly preferred by
Yamaha Motors Ltd. The Yamaha Two-Wheelers are mainly preferred because
of the look & style and brand image Majority of the customers were income
below 15000 purchase Yamaha Two Wheelers. The main reason to choose
Yamaha Motors Ltd to buy their two wheelers was due to their excellence
service. Majority of the customers of Yamaha Motors Ltd stated that the future
of the two-wheeler industry would be good.

From the above data presentation, the following findings are found and they are
mentioned below:
1. The number of male respondents is greater than female respondents i.e.,
52.7% male and 47.3% female.
2. The age group of 20-25 years use more Yamaha with 83.6% whereas
they are followed by the age group of 25-30 with 7.3% and below 20 with
9.1% respectively.
3. Respondents with the academic qualification of +2 use Yamaha i.e.,
18.2% and the academic qualification of SEE level use less two wheelers
i.e. 0% out of total respondents and according to this study 44% and 1%
ride motorbike Bachelor and master level respectively.
4. On the basis of income below 15000 are using more two-wheeler i.e.,
78.2% of the total respondents whereas only 5.5% each of the 15000-
20000 as well as above 30000 uses only 9.1% two wheelers.
5. Out of total respondents 48% of the total respondents purchase the bike
considering Design of the products determine my personality. And 40%
of the respondents strongly agree with Yamaha gives more mileage.

6. 50% of the people agree with choice of the bike according to the price whereas 8% of
people are dissatisfied with the discounts and offers of the bike according to this
survey
7. 30% of the respondents are agree with the promotion that are word of mouth and 20%
of the respondents get for the value of scarp bikes.
8. 52% of the people selected due to availability of the service center and 20% of the
respondents agree that the selection of bike because of Availability of showroom &
Spare parts of Yamaha.

xl
 CHAPTER III
CONCLUSION AND ACTION IMPLICATIONS
3.1 Summary
This study title Consumer Preference on Yamaha enable us to understand how
consumer preference before from person to person. How a consumer selects,
organized and interpret the service quality and the product quality of Yamaha
offered by wheels Pvt Ltd. It has achieved the objective through descriptive

xli
research design. Le. Likert Scale and Descriptive analysis where percentage and
frequency are being used. To complete this study, we have used certain
limitation. The response of the respondent has been very positive towards
Yamaha products in term of improved consumer service benchmark and
introduction of innovative products. So, this has given teenager a sample choice
to select a product.

3.2 Conclusion
In this section the conclusions of this study are presented through the answering
of the research questions. The purpose of this research was to explore
consumer's perceptions and their purchase intentions in Yamaha. To fulfil this
purpose, it was answered the two initial research questions. In answer to the
first research design on respondent profile, we have concluded that more male
prefer two wheelers rather than female. Similarly, according to the age group
teenager (20-25) used more bikes which belongs to Bachelor graduate and +2
students. In answer to the second research design, on the basis of selecting
factors i.e. Product, Price, Promotion and Distribution. According to
respondent. They are much more satisfied from mileage and personality design
from the Yamaha products. Consumer are more attract towards gifts and
discount on wheels pvt ltd whereas they buy a product considering price. Many
consumers are ready to purchase a bike because of its economical price range.
Moreover, in promotion a people prefer to the Yamaha because of friends and
relative suggestion which make better consumer perception on Yamaha. From
the distribution part consumer perception are change because of easily
availability of spare part and service centre. So that in general, Consumer
perception on Yamaha is better and satisfied from their service

3.3 Action Implications

It is very hard to hold the pulse of a customer in the market. Customer's
satisfaction is different for different people at different situations; the following
were some of the suggestions given to the Yamaha Motors Ltd to improve the
sales of Yamaha Two-Wheelers. The cost of accessories & spare parts of
Yamaha Two-wheelers should be reduced. As a promotional measure, Yamaha
Motors Ltd may go for free service camps. This will increase the customer's
loyalty. Cost of the Two-Wheelers is little bit high as compared to others. The
sales have to be motivated by providing better incentives. Direct contact with
xlii
potential customer and explaining the strengths and advantages by using their
products will help in increasing the sales of the company. As the location of the
show room is ideally located with middle class population. Yamaha Motors Ltd
should try to give more advertisements in newspaper, bill boards in that area to
enable easy recall of the people for Yamaha Motors Ltd. It should conduct road
shows in colleges. Yamaha Motors Ltd. should constantly keep in touch with its
customers and inform them about the latest models/finance schemes. It should
employ Marketing Executives to go and tap the Industrial belt employees rather
than wait for customers to come to Yamaha, Yamaha should go to prospective
customers with the help of integrated market efforts. Yamaha Motors Ltd.
should track the movement of spare-parts and stock spare parts in advance
otherwise the fake parts would become popular. Yamaha Motors Ltd. should
setup sub dealers in remote localities in the area. Yamaha should conduct road
shows in nearby districts.

REFERENCES

Gronroos, (2004). The relationship marketing process: Communication, interaction,

dialogue, value. Journal of business & Industrial Marketing, 19, 99-113

Gustafsson, A., Johnson, M.D, & Roos, I. (2005). The Effects of Customer Satisfaction,
Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of
Marketing, 69(4), 210-218.

Adeoye, B., & Lawanson, O. (2012). Customer satisfaction and its implication for bank
performance in Nigeria. British Journal of Arts and Social Sciences, S(1), 18-48.

xliii
Ahmed. D., & Sanatullah, K. (2011). After sales service and consumers buying behaviour:
An empirical investigation in automobile industry of Pakistan Research Forces, 7(3), 240-
256.

Dheeraj, R., & Ambily, A.S. (2016). A study on consumer satisfaction among Yamaha two
wheelers users. International Journal of Core Engineering & Management, 3(1), 129- 140.

Haneef, A., Gnanadhas, M., Karim, B., & Singhal, V. (2006). Factors affecting customer
satisfaction on motorbike. International Research Journal of Finance and Economics, 4(60),
454-465. Huggi, B. (2016). Recent trend in consumer satisfaction towards TVS motors with
special reference to Renebennur city. Imperial Journal of Multidisciplinary Research, 2(2),
49- 55.

Jain, P. (2015). A study of customer satisfaction of two wheelers on Yamaha. ISOR Journal
of Business and Management, 17(8), 08-19.

Khatiwada, N. (2015). Customer satisfaction of two wheelers users. Summer Project, Pokhara
University.

Kotler, p., & Armstrong. G. (1999). Principles of Marketing (8th ed.). Englewood Cliffs, NJ:
Prentice-Hall.

Mahmud, A., Jusoff, K., & Hadijah, S. (2013). The effect of service quality and price on
satisfaction and loyalty of customers of commercial flight service Industry. World Applied
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Oliver, R. L. (1981). Management and evaluation of satisfaction process in retail setting.

Journal of Retailing, 57(3), 18-48.

Kotler, p., & Armstrong, G. (1999), Principles of Marketing (8' ed.). Englewood Cliffs, NJ:
Prentice-Hall.

www.yamahamotors.com

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www.autolifenepal.com

Yamaha Showroom, The Wheelers Pvt. Ltd, Sallaghari, Bhaktapur.

https://www.scribd.com/doc/21293501/marketing-strategies-of-two-wheeler-dealers

https://www.mawnepal.com

APPENDICES

A survey of consumer preference on Yamaha

Survey Questions

Dear Sir/Madam,
I am undertaking a study on consumer preference on Yamaha.
The information collected from you will be used only for research purpose and
not for any commercial activity. I will be grateful if you provide me just few
minutes to answer my questions appearing in the enclosed questionnaire. Your
ideas and information will be of great importance for my research. I do assure
you that your information will be kept confidential.

xlv
Thank you!

Nehal Mahato

Bhaktapur Multiple Campus

Section A: Respondents personal details

1. Please mention your Gender. {Mark the tick (v) mark}

Male
Female

2. Please mention your age category. {Mark the tick (v) mark)
Below 20
20 to 25
25 to 30

xlvi
 Above 30

3. Please mention your academic qualification {Mark the tick (v) mark}
S.L.C
+2
Bachelor
Master

4. Please mention your income {Mark the tick (v) mark}

Below 15000
15000-20000
20000-25000
Above 30000

Likert scale

Please select the appropriate responses the best description your attitude toward
various factor of service with a tick mark. (v)

Customer perception on product

S. Product Strongly Disagree Neutral Agree Strongly

N disagree (2) (3) (4) Agree
(1) (5)

xlvii
1. Yamaha gives
more mileage.

2. Design of the
produce
determine my
personality

3. Considering
the comfort I
used Yamaha
products.

Consumer perception on price

S. Price Strongly Disagree Neutral Agree Strongly

N disagree (2) (3) (4) agree
(1) (5)
1. Yamaha bike
is affordable

xlviii
2. Yamaha give
discount and
offers.

3. I purchase the
bike
considering
the price.

Consumer perception on promotion

S. N Promotion Strongly Disagree Neutral Agree Strongly
disagree (2) (3) (4) agree
(1) (5)

1. Due to my friend
suggestion, I
purchase the
Yamaha bike.

xlix
 2. It gives exchange
offer and scrap
value.

3. Through the ads,

it influences to
purchase the
Yamaha
products.

Customer perception on distribution

l
S. N Distribution Strongly Disagree Neutral Agree Strongly
Disagree (2) (3) (4) disagree
(1) (5)

1. I selected because
of availability of
showroom and
spare part of
Yamaha.
2. Selected due to
availability of the
service canter.
3. New product
launch with new
feature at the time
inspire me to use
Yamaha product.

li