A PROJECT ON TO STUDY CUSTOMER

RELATIONSHIP MANAGEMENT
AT
SHAIL YAMAHA, Argora chowk Ranchi
Bachelor of Business Administration (Batch 2018-
2021)

BY
JASMEET SINGH
ROLL NO:18BC8670051
DORANDA COLLEGE
RANCHI-834001
 CERTIFICATE OF AUTHENTICITY

This is to certify that the project work entitled study of customer

relationship management submitted to DORANDA COLLEGE in
partial fulfilment of the requirements for the award of degree of
bachelor of business administration in marketing is a record of the
original work done by JASMEET SINGH under my supervision and
guidance and this project work has not formed the basis for the award
of degree or similar title to any candidate of an university.

_____________ ______________ _____________

(Internal invigilator) (Head of department) (external invigilator)
 DECLARATION

I JASMEET SINGH Of BBA (semester-6) ROLL NO-18BC8670051.

Hereby declare that the project titled “CUSTOMER RELATIONSHIP
MANAGEMENT” in SHAIL YAMAHA submitted by me for
semester- 6 of the academic year 2018-2021, is based on actual work
carried out by me under the guidance and supervision of Mr.
SHADAB AHMED (Marketing).
I further state that this work is original and not submitted anywhere
else for any examination.

JASMEET SINGH

Name and signature of student

 ACKNOWLEDGEMENT

I would like to acknowledge the enormous help given to us in creating

this project report, for those memories their patience and their
guidance. I wish to thank all those who contributed to my report by
filling up questionnaires and providing me with desired information.

I chose SHAIL AUTO WHEELS AGENCY PVT. LTD. (ARGORA

ROAD) for my project work and the customers of that store helped
me whole heartedly and provide me with all the necessary
information.

Mostly my thanks to Mr. Mithilesh (sr. manager) Allowing me to

handle this project and letting me gain such a wonderful experience,
without their support and guidance this project would not have been
possible. I would also like to thank all the staffs of SHAIL AUTO
WHEELS AGENCY PVT. LTD. for their co-operation and support.
 EXECUTIVE SUMMARY

Project report on “A study on customer relationship management”. Before

internship there are many questions in mind and internship helped to clear all
those questions and doubts. To know the relationship between customers
towards Yamaha bikes, to learning the level of customer satisfaction, to
understand the various factors which show the relationship between customer
after the buying of bikes, to assess the reasonable period taken to delivery
service at SHAIL AUTO WHEELS AGENCY PVT. LTD. to understand about Yamaha
bikes with regard to the specific customer opinion, to assess the relationship
with customer towards SHAIL YAMAHA. The marvellous evolution of Indian
economy helped the development of two-wheeler market. As of now more and
more and more organizations came to the Indian market with progressive
technology. They gave equal important to safety, design, performance and
durability. Yamaha is able to compete with them in all these fields and it has a
good and reliable brand image in the mind of the customer.
 CONTENTS
Page no.
CHAPTER 1 1
1.0 INTRODUCTION
1.1 OBJECTIVE OF THE STUDY
1.2 RESEARCH METHODOLOGY
1.3 SAMPLE SIZE
1.4 LIMITATION
CHAPTER 2 9
2.0 OVERVIEW OF LITERATURE
CHAPTER 3 17
3.0 INDUSTRY PROFILE
3.1 COMPANY PROFILE
3.2 VISION, MISSION AND OBJECTIVE
3.3 PRODUCT PROFILE
3.4 SWOT ANALYSIS
CHAPTER 4 32
4.0 DATA ANALYSIS
CHAPTER 5 54
5.0 FINDINGS
5.1 SUGGESTION
5.2 CONCLUSION

ANNEXURE: QUESTIONNAIRE 58
 CHAPTER-1
INTRODUCTION

1.1CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management is perhaps the most important concept of

modern marketing. Until recently CRM has been defined narrowly as customer
data management activity. By this definition, it involves managing retail
information about individual customers and carefully managing customer
“touch points” in order to maximize customers royalty.

More recently, however, customer relationship management has taken on a

broader meaning. In this broader sense, customer relationship management is
the overall process building and maintaining profitable customer relationships
by delivering superior customer value and satisfaction. It deals with all aspects
of acquiring, keeping and growing customers.

RELATIONSHIP BUILDING BLOCKS: CUSTOMER VALUE

AND SATISFACTION

The key to building lasting customer relationships is to create superior customer

value and satisfaction. Satisfied customers are more likely to be loyal customer
and to give the company a larger share of their business.

Customer value is present when a customer perceives that they will get a
certain value from a product or service that they intend to buy. Mathematically,
the value is calculated by subtracting the cost involved to purchase the
product/service from the total benefit the customer receives.

1
The cost before making a purchase includes the cost of the product, time and
effort spent to understand the product, emotional stress, etc to name a few. Total
benefits here imply the customer experience, product quality, customer service -
- everything a customer benefits from this purchase.

Customer satisfaction on the other hand, gauges the level of satisfaction a

customer feels after buying a product of using a service.
Each customer has different expectations so it’s really hard to define customer
value and satisfaction.
Building customer satisfaction and value is also another tough task, however, by
understanding their nature, you can have a clearer picture of how to do improve
them.

CAPTURING VALUE FROM CUSTOMER

Capturing customer value is the final step in the marketing process. Successful
companies try to delight their customers and capture value from customers.
By capturing customer value, firms build a long life relationship with their
customers. Satisfied customers tend to buy more and to be loyal to the
company which leads greater long-run profits. To aim the positive outcome of
creating value, companies tend to create customer loyalty and retention to
capture customer lifetime value; they tend to increase their share of the market
through increasing their share of the customer; and finally, build customer
equity through a sustainable and organic growth.

CREATING CUSTOMERS LOYALTY AND RETENTION

Good customer relationship management creates customer delight. In turn,

delighted customers remain loyal and talk favourable to others about the
company and its products. Studies shoe big differences in the loyalty of
customers who are less satisfied, somewhat satisfied, and completely satisfied.
2
Even a slight drop from complete satisfaction can create an enormous drop in
loyalist. Thus the aim of customer relationship management is to create not just
customer satisfaction, but customer delight.

GROWING SHARE OF CUSTOMER

Beyond simply retaining good customers to capture customer lifetime value,

good customer relationship management can help marketers increase their share
of customers. Nowadays companies focus more on growing their share of
customer than their market share. Companies find it better to increase
their share of customer than their market share for increased profits.
The company has taken different strategies to increase their share of customer.
One of the advantages of growing the share of customer is that the company
already knows these customers.

BUILDING CUSTOMER EQUITY

We can now see the importance of not just acquiring customers, but of keeping
and growing them as well. Customer relationship management takes a long term
view. Companies want not only to create profitable customers but to “own”
them for life, capture their customer lifetime value and earn a greater share of
their purchases.

WHAT IS MARKETING

Marketing is the process of getting potential clients or customers interested in

your products and services. The keyword in this definition is "process".
Marketing involves researching, promoting, selling, and distributing your
products or services.
This discipline centers on the study of market and consumer behaviours and it
analyses the commercial management of companies in order to attract, acquire,
and retain customers by satisfying their wants and needs and instilling brand
loyalty 3
MARKETING DEFINED

Marketing is the action or business of promoting and selling products or

services, including market research and advertising. Today, marketing is
something that every company and organization must implement in its growth
strategy. Many companies use marketing techniques to achieve their goals
without even realizing it. Marketing refers to actions a company or organization
takes to promote themselves and increase sales of their product or service. It is
one of the key aspects of business.

People often do not know exactly what marketing is and, when asked, they
define it as selling or advertising. While these answers are not wrong, they are
only a part of marketing. It involves many other things like product distribution,
promotion, designing and creating materials like landing pages and social media
content, building customer experience, doing market research and establishing
target markets, and much more.

Marketing is very broad and encompasses all strategies that help a company,
brand, or individual achieve its objectives.

CUSTOMER VALUE AND SATISFACTION

Customer value is present when a customer perceives that they will get a
certain value from a product or service that they intend to buy. Mathematically,
the value is calculated by subtracting the cost involved to purchase the
product/service from the total benefit the customer receives.
Customer satisfaction on the other hand, gauges the level of satisfaction a
customer feels after buying a product of using a service.
Each customer has different expectations so it’s really hard to define customer
value and satisfaction.
Building customer satisfaction and value is also another tough task, however, by
understanding their nature, you can have a clearer picture of how to do improve
them. 4
1.1 OBJECTIVE OF THE STUDY

❖ The main objective to study the customer behaviour towards motor

vehicle with special reference to Shail Yamaha motor cycle in the district
of Jharkhand.

❖ To study the various methods of customer awareness regarding the

product.

❖ To find the market share of product according to the segmentation.

❖ To find the ways to develop better relationship with the customers.

❖ To find the source of awareness regarding the bike in the customer mind.

❖ To find the tough competitors for the product in the market.

❖ The factors affecting the customers buying decision regarding the

purchase of motor cycles.

❖ To the customers preference towards two wheelers.

❖ To the satisfaction level of customers about after sale service

5
1.2 RESEARCH METHODOLOGY:

The systematic design, collection, analysis, and reporting of data relevant to a

specific marketing situation facing an organisation.

Defining the Developing the Implementing the Implementing

problem and research plan research plan and reporting
research for collecting collection and the findings
0bjective the information analyzing the data

DEFINING THE PROBLEM:

Defining the problem and research objectives is often the hardest step in the
research process.
The marketing problem on which the survey is expected to focus should be
clearly defined. Before this clear definition is possible, it may be necessary to
undertake some exploratory research into certain aspects of the client’s
business. Example, the sale organization methods of publicity, distribution
arrangements etc, in an attempt to pin point areas of significants of the enquiry.
Preparatory work of nature carried out conscientiously and objectively is an
essential element in the systematic study of marketing problems. Management
and researchers should work closely together in this crucial task of developing
survey objectives.

DEVELOPING THE RESEARCH PLAN:

A research design is purely and simply the framework of plan for a study that
guides the collection and analysis of the data. It is a map or blueprint according
to which the research is to be collected. The research design specify the
methods for data collection and data analysis.
The researcher specifically pinpoints that to carry out the research properly.
1. How the data be collected?
2. Which measurement for data collection would be used?
3. What sampling plan would be used?

6
FIELD WORK/DATA COLLECTION:

This stage will be central point of the research activities. An effective sampling
plan would have been evaluated. At this stage, the survey methodology has to
be put into pro active. Since time constraints an inevitable, it would be
advisable to plan operations on a time schedule. Since so much of the efficiency
of the company research progress depends on reliable and valid data being
gathered by research, activities during this stage of research should be carefully
planned and executed.

DATA ANALYSIS AND EVALUATION:

The data analysis and evaluation of the fourth step in the research process. The
data are first edited, ceded and tabulated for the purpose of analysing them. The
editing, coding and tabulating is a most when the interviewer has amassed a
huge amount of data concerning the research project at hand. The analysis can
be conducted by using simple statistical tool like percentages, averages and
measures dispersion.

REPORTS PRESENTATION:

The last state in the research process should be done thoroughly. During the
preceding stage research will be planning how to present their findings. Tables
graphs and other diagram data to illustrate the principle of the researches.

SAMPLING DESIGN:

After deciding the research approach and instruments research must design the
sample from which the data is to be collected. Thus, the research has to decide
whether he will conduct a census or a sample survey to collect the data needed
for his study.
7
1.3 SAMPLING SIZE:

Sampling size is the number of people being surveyed. In my research, 50

consumers are my sample size.

SAMPLING PROCEDURE:

In my survey, I selected consumers randomly in the petroleum outlet who

visited for their two-wheelers. Therefore, it is random sample.

CONTACT METHOD:

Once the sampling plan has been determined, marketing research must decid
how the consumer should be contacted. He choices are mail, telephone or
personal interview.

In my research I had done personal interviewing. It is most versatile of the three

methods because we can ask more questions and can record additional
observations about the respondent.

1.4 Limitations of the Study

➢ Due to lack of time only 50 sampling size distributed.
➢ The study is limited to the customer who purchased two-
wheeler from Yamaha Two Wheelers Bike in Ranchi city.
➢ The research conducted about the buyer purchasing
behaviour in Ranchi city only.
➢ The time period restricted to 10 weeks.

8
 CHAPTER-2
OVERVIEW OF LITERATURE

CUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship Management (CRM) has become one of the most

dynamic technology topics of the millennium. According to Chen and Popovich
(2003), CRM is not a concept that is really new but rather due to current
development and advances in information and enterprise software technology, it
has assumed practical importance. The root of CRM is relationship marketing,
which has the objective of improving the long-term profitability of customers
by moving away from product-centric marketing.

Bose (2002) noted that CRM was invented because the customers differ in their
preferences and purchasing habits. If all customers were alike, there will be
little need for CRM. As a result, understanding customer drivers and customer
profitability, firms can better tailor their offerings to maximize the overall value
of their customer portfolio (Chen and Popovich). The attention CRM is
currently receiving across businesses is due to the fact that the marketing
environment of today is highly saturated and more competitive (Chou et al,
2002). According to Greenberg (2004), CRM generally is an enterprise-focused
endeavour encompassing all departments in a business. He further explains that,
in addition to customer service, CRM would also include, manufacturing,
product testing, assembling as well as purchasing, and billing, and human
resource, marketing, sales and engineering. Chen and Popovich (2003) argued
that CRM is a complicated application which mines customer data, which has
been retrieved from all the touch points of the customer, which then creates and
enable the organization to have complete view of the customers. The result is
that firms are able to uncover and determine the right type of customers and
predicting trend of their future purchases. CRM is also defined as an all
embracing approach that seamlessly integrates sales, customer service,
marketing, field support and other functions that touch customers (Chou et al,
2002) . They further stated that CRM is a notion regarding how an organization
can keep their most profitable customers and at the same time reduce cost,
increase in values of interaction which then leads to high profits. 9
The modern customer relationship management concept was shaped and
influenced by the theories of total quality management (Gummesson) and by
new technological paradigms (Zineldin, 2000). There is however, a perceived
lack of clarity in the definition of customer relationship management, although
all accepted definitions are sharing approximately the same basic concepts:
customer relationships, customer management, marketing strategy, customer
retention, personalization (Zineldin 2000).
However, while academics debate the subtitles of various definitions, the
practitioners have developed a wealth of applicative papers analysing the
concrete challenges and opportunities of implementing the systems (Bacuvier et
al. 2001). CRM in some firms is considered as a technology solution,
considering of individual databases and sales force automation tools and sales
and marketing functions so as to improve targeting effort. Peppers and Rogers
(1999) argued that other organizations view CRM as a tool, which has been
particularly designed for one-to-one customer communications, which is the
function of sales, call centres or the marketing departments. Accordingly Frow
and Payne (2004) added that CRM stresses two-way communication from the
customer to the supplier to build the customer over time. The two-way
communication has been enhanced greatly by advances in technology
particularly the Internet.
In term of information technology (IT), CRM means an enterprise –wide
integration of technologies working together such as data warehouse, web site,
and intranet/extranet, phone support system, accounting, sales, marketing and
production. Kotler (2000) assured that CRM uses IT to gather data, which can
then be used to develop information acquired to create a more personal
interaction with the customer. In the long-term, it produces a method of
continuous analysis and reinforcement in order to enhance customer’s lifetime
value with firms.
Goldenberg (2000) believes that CRM is not merely technology applications for
marketing, sales and services but rather when it is successfully implemented; it
enables firms to have cross functional , customer-driven , technology-integrated
business process management strategy that maximises relationships. Chin et al
(2003) stated that that due to many technological solutions available for CRM
automation, it is often misconstrued as a piece of technology. But they
maintained that in recent times many companies have realized the strategic
importance of CRM, and as a result, it is becoming a business value-effort
rather than technology- centric effort.
10
Using information technology as an enabler, CRM strategy leverages key
functional areas to maximize profitability of customer interactions (Chen and
Popovich, 2003). It has been recognized that technological advancements and
innovations, keen competitive marketing environment, coupled with the internet
are main drivers of present and future customer profitability which makes it
possible to appropriately and proportionately allocate firm’s resources to all
functional areas that affect customer relationship (Chou et al, 2003).
For customers, CRM offers customization, simplicity and convenience for
completing transactions irrespective of the kind of channel of interaction used
(Gulati and Garino, 2000). Many businesses today realize the importance of
CRM and its potential to help them achieve and sustain a competitive edge
(Peppard, 2000). This view was further boosted by Bose (2002) that as a result
of changing nature of the global environment and competition, firms cannot
compete favorably with minor advantages and tricks that can easily be copied
by competing firms .The implementation of CRM is an enabled opportunity to
rise above minor advantages with real focus on developing actual relationships
with customers. Firms those are most successful at delivering what customers
want are the more likely to be leaders of the future.

Benefits of CRM:
According to Chen and Popovich (2003), CRM applications have the ability to
deliver repositories of customer data at a much smaller cost than old network
technologies. Throughout an organization, CRM systems can accumulate, store,
maintain, and distribute customer knowledge. Peppard (2000) noted that
effective management of information has a very important role to play in CRM
because it can be used to for product tailoring, service innovation; consolidate
views of customers, and for calculating customer lifetime value.

CRM systems assists companies evaluate customer loyalty and profitability

based on repeat purchases, the amount spent, and longevity. Bull (2003) added
CRM makes it practicable for companies to find unprofitable customers that
other companies have abandoned. This position is supported by Galbreth and
Rogers (1999) that CRM helps a business organization to fully understand
which customers are worthwhile to acquire, which to keep, which have
untapped potential, which are strategic, which are important, profitable and
which should be abandoned. 11
Greenberg emphasized that CRM can increase the true economic worth of
business by improving the total lifetime value of the customer, adding that
successful CRM strategies encourage customers to buy more products, stay
loyal for longer periods and communicate effectively with a company. CRM
can also ensure customer satisfaction through allocation, scheduling and
dispatching the right people, with the right parts, at the right time (Chou et al.,
2002).
According to Swift (2001), companies can gain many benefits from CRM
implementation. He states that the benefits are commonly found in one of these
areas:
i) Lower cost of recruiting Customers
ii) No need to acquire so many customers to preserve a steady volume of
business
iii) Reduced cost of sales
iv) Higher Customer Profitability
v) Increased Customer retention & Loyalty
vi) Evaluation of customers Profitability

Curry and Kkolou (2004) refer to the major benefits and reasons for adoption of
CRM which include: customers from the competition will come prefer the
organization; a simplified, customer – focused internal organization will
simplify the infrastructure, shrinking the work flow and eliminating non-
productive information flow; and profits will increase from satisfied customers
which will lead to more compact & focused company.

There are some companies that adopt CRM systems just because it is the most
advanced technology and they think they should have it since their competitors
have it (Chou et al, 2002), Some statistics that motivate this behavior are
resumed as follows:

a) By Pareto’s principle, it is assumed that 20% of a company’s customers

generate 80% of its profits.

b) In industrial sales, it takes an average of 8 to 10 physical calls in person

to sell to a new customer, 2 to 3 calls to an existing customer.
12
 c) It is 5 to 10 times more expensive to acquire a new customer than obtain
repeat business from existing customer.

d) ) A typical dissatisfied customer tells 8 to 10 people about his or her

experience source. Getting to “know” each customer through data mining
techniques and a customer-centric business strategy helps the
organization to proactively and consistently offer and sell more products
and services for improved customer retention and loyalty over long
periods of time. Peppers and Rogers (1999) refer to this as maximizing
“lifetime customer share”, resulting in customer retention and customer
Profitability.

Like any other new function, CRM too has its own drawbacks and challenges.
Any organization that seeks to implement CRM may focus on value creation
and on a continuous stream of profits. They will give up their myopic fix that
CRM is the fixed responsibility of marketing or IT department. The firms will
realize that in order for CRM to contribute to corporate renaissance, the CRM
responsibility must rise to the level of CEO. CRM will be more strategy driven,
and thus be able to concentrate on what customer expects from relationships.
The ‘final take’ for the CEOs will be that CRM is and can be a vehicle for
cultural integration in the organization. In short, a true CRM encourages a
relationship view of the world that goes beyond the customers, includes multi –
members and facilitates corporate renaissance.

Two trends have brought CRM to the forefront, explains Boston University
professor Tom Davenport, who directs Andersen consulting’s Institute for
Strategic Change. First, as global competition has increased and products have
become harder to differentiate, “companies have begun moving from a product-
centric view of the world to a customer-centric one,” says Davenport. Second,
technology has ripened to the point where it is possible to put customer
information from all over the enterprise into a single system. “Until recently, we
didn’t have the ability to manage the complex information about customers,
because information was stored in 20 different systems,” says Davenport. But as
network and Internet technology has matured, CRM software has found its
place in the world. Many companies are turning to customer relationship
management systems to better understand customer wants and needs. CRM
applications, often used in combination with data warehousing, E-commerce
13
applications, and call centers, allow companies to gather and access information
about customers’ buying histories, preferences, complaints, and other data so
they can better anticipate what customers will want. The goal is to in still
greater customer loyalty.

Types/Variations of CRM:

Types of CRM can be broadly understood by looking at the two different ways
of categorization. These two types of categorization are as follows:

❖ Proactive versus Reactive CRM

❖ Operational, Collaborative and Analytical CRM

Proactive versus Reactive CRM:

When company responds the recommendations/suggestions/complaints/requests

of the customers, it is called reactive CRM. Contrary to this, it is called
Proactive CRM when a company anticipates and responds to customers’ need of
itself. In constant changing market situations, proactive companies take stock of
their customers’ future needs and provide value to customers through their
offerings.

Such Proactive CRM practicing companies are generally those which increase
the level of personalization and practice one to one marketing as shown below:

14
 P
E
PROACTIVE
R
CUSTOMER DATA ANALYTICS
S
O
N
A
INTERACTIVE
L
CUSTOMER FACING BUSINESS PROCESS
I
Z
A
T
RESPONSIVE / REACTIVE
I
CUSTOMER INTERACTIVE MANAGEMENT
O
N

TYPES OF CRM MAPPED AGAINST DEGREE OF PERSONALIZATION

(Types of CRM mapped against degree of personalization)

Operational, Collaborative and Analytical CRM:

Operational CRM:
There are various ways through which a customer can approach the business.
This interaction is direct with company and its employees. The junction where
this interaction happens is called touch point. Usually transactions like sale,
payment, information seeking, queries, suggestions, and complaints happen at
these operational touch points. That is why it is also called front office CRM.

15
The customer can approach / be approached through the following ways:

➢ Face to face: Interacting while selling, serving customers by way of

organizing events, promotions etc.

➢ Database driven: In this interaction contacting customers is through

Telephone/Email/Mail/Fax/Loyalty programs/Cards/ATMs/SMS.

➢ Mass Media: when the contact is through public broadcasting. The

contact is public in nature and people at large are contacted. For example
public advertising and public relations campaigns.

Collaborative CRM:

Jill Dyche defines Collaborative CRM as a specific functionality that enables a

two-way communication between a company and its customers through a
variety of channels to facilitate and improve the quality of customer interaction.
(Dyche 2002) The essence of collaborative CRM is to manage partners of the
firm. These could be channels, agents and other business stakeholders but not
direct customers. The focus is on maintaining relations with partners to facilitate
coordination in business.

Analytical CRM:

Also known as back office or strategic CRM. This type of CRM is characterized
by presence of designations like business analysts. The objective of analytical
CRM is to find out various taste, preferences, and activities of the customers so
as to customize solutions for them. The basis of this data is captured customer
interactions at various touch points. Extensive use of MIS and technology is
done in Analytical CRM. 16
 CHAPTER-3
3.0 INDUSTRY PROFILE:
The world's automakers face a rate of alteration unlike that the any other time in
the industry's past. Digitalization, connectivity, increasing powertrain
technologies, tougher regulations, and shifts in the buyer attitudes have shaped
an unprecedented challenge as well as opportunities. In pursuit of the sales
development, international automakers have invested deeply in the emerging
markets, but slower demand, especially in the China, has highlighted the risks
of the investments. Exactly assessing economic conditions in specific markets
has become more significant than ever for automakers.
Annual global sales of the light vehicles, which include the passenger cars and
lights trucks, total about 80million, according to the data compiled by
Scotiabank. Industry watchers expect global light vehicle sales to increase
slightly more than the 3% in 2018. Demand in China will lead to global growth
but is slowing amid a cooling economy. Strong economic growth and rising
average vehicle age in the North America and in Europe are expected to help
drive moderate sales growth. Leading countries for car manufacturing include
China, Germany, Japan, South Korea, and the US. Unit sales are highest in
China, North America, and Western Europe.

History of the automobiles:

History of the automobile industry first origin in the year 1769 it was the
formation of steam engine. In the year 1806 the very first case powered by an
inside combustion engine running on gas fuel arrived in 1885 introduction of
ubiquitous modern gasoline or petrol filled internal combustion engine, In the
20th century first introduced the power electric cars.

History of the bike’s era begins in the 2nd semi of the 19th centuries. Bikes are
the most sink from the "safety cycles" the bicycle with the rear and front wheels
of the same size and the pedal head of the mechanism to ride the rear wheel.
Despite some previous benchmarks in its Evolution, the motorcycle is the very
less rigid birth that can be found back to a single machine or idea.. Instead of
the idea seems to have occurred to high engineers and inventors in Europe at
around the same period. 17
3.1 Company profile: -
Yamaha motor Pvt Ltd as made up in India in the year 1985 as the joint venture
in the year 2001, in august Yamaha motor company limited has become a
100(%) percent subsidiary in 2008 Mitsui and company has made a contract
with Yamaha company to turn out to be a joint investor in India.

Yamaha motor company is extremely customer-driven and has a universal

network of over 2300 customer touch point and it was with the 500 dealers.

Type - public company.

Industry - Automobiles industry.
Predecessor - YAMAHA MOTOR PVT LTD.
Headquarters (HQ) - Iwata and Japan Key persons - Hiroyuki Yanagi
Product - Automobiles
Returns - 410.4 Billon JPY
Net income - 22.9 Billion JPY

3.2 VISSION, MISSION AND OBJECTIVE

VISION MISION AND OBJECTIVE OF THE COMPANY

VISION: To be a leader in the market.

MISION: To attain better level of service to buyers.

OBJECTIVE: To buyer forced behaviour carrying for the buyer integrity

18
3.3 PRODUCT AND SERVICE PROFILE

Figure 1.1 Yamaha fascino:

Specifications:
• 66-KM per ltr.

• Category: moped.

• 113 CC MOTORCYCLE.

• Top speed is 80 KMPH.

• Petrol engine.

• Transmission: automatic.

• Engine kind: Air-cooled, four-stroke, two-valve.

• Best range.

• Front and rear break type dump.

19
Figure1.2Yamaha Fz25:

Specifications:
• 40KM per ltr.

• 249 CC bike.

• Power: 20.5 per sec.

• 8000 revolution per minute.

• Engine kind: Air-cooled, four-stroke, two-valve, Single cylinder

• Brake: front and rear disk.

• Best range.

• Analog meter

20
Figure1.3Yamaha YZF R15 v3:

Specifications:
• 42-KM per ltr.
• kind: motorcycle.
• 155 CC bike.
• High speed is 121KMPH
• Max power 18.6 PS @ 10000 rpm
• 8500 revolution per minute.
• Engine kind: Air-cooled, four-stroke, two-valve.
• Brake: front disc and rear disc.
• Best mileage.
• Analog meter. 21
Figure1.4 Yamaha FZ :

Specifications:
• 51 KM per ltr.

• Kind: motorcycle.

• 149 CC bikes.

• high speed is 107KMPH.

• Power 13.1 per sec.

• 8500 revolution per minute.

22
Figure1.5 Yamaha MT-15

Specifications:
• 45-KM per ltr.
• kind: motorcycle.
• 155 CC bike.
• Max power 18.5 PS @ 10000 rpm
• Engine kind: Air-cooled, four-stroke, two-valve.
• Brake: front disc and rear drum.
• Best mileage.
• Analog meter.

23
Figure1.6 Yamaha Alpha:14

Specifications:
• 66KM per ltr.
• Kind: moped.
• 113 CC bikes
• High speed is 85KMPH
• Power 7.1per sec.
• 7500 revolution per minute.
• Engine kind: air-cooled, four-stroke, two-valve cylinder.
• Brakes: front and rear drum.
• Best range.
• Analog meter.
24
Figure1.7 Yamaha Ray ZR

Specifications:
• 66KM per ltr.
• Kind: moped.
• 113 CC bikes
• High speed is 85KMPH
• Power 7.1per sec.
• 7500 revolution per minute.
• Engine kind: air-cooled, four-stroke, SOHC, 2 valve cylinder.
• Brakes: front-disc and rear-drum.
• Fuel capacity 5.2 ltr.

25
Figure1.8Yamaha YZF R15 v2:

Specifications:
• 42-KM per ltr.
• kind: motorcycle.
• 149.8 CC bike.
• High speed is 120KMPH
• Max power 16.8 Bhp
• 8500 revolution per minute.
• Engine kind: Air-cooled, four-stroke, two-valve.
• Brake: front disc and rear disc
• Best mileage.
26
Figure1.9 Yamaha XSR 155:

Specifications:
• 48.5-KM per ltr.
• kind: motorcycle.
• 155 CC bike.
• Max power 19.3 Bhp
• 10000 revolution per minute.
• Engine kind: Air-cooled, 4-stroke, 4-valve.
• Brake: front disc and rear disc
• Fuel Capacity 10 L

27
Figure1.10 Yamaha SZ RR:

Specifications:
• 45-KM per ltr.
• kind: motorcycle.
• 149 CC bike.
• Max power 11.9 Bhp
• 7500 revolution per minute.
• Engine kind: Air-cooled engine
• Brake: front disc and rear drum
• Top speed 112kmph

28
AREAS OF OPERATION

Company has been functioned in the different nations they are:

1. PAKISTAN.
2. INDONESIA.
3. THAILAND.
4. MALASIA.
5. PHILIPPINE.
6. TAIWAN.
7. COMBBODIA.
8. CHINA.
9. AUSTRALIA.
10. NEWZELAND.
11. SINGAPOOR.

INSFRASTRUCTURE FACILITIES

BANGALORE WHEELS has a modern showroom to the sell Yamaha bikes

and equipped workshop to provide service. Bangalore wheels is authorized
dealership with the Yamaha motor private limited. Today Bangalore wheels has
expanded with showrooms.

• Modern fast class audio visual in the waiting room

• Good large discussion room.
• Test drives are provided.
• Display board are provided 29
COMPANY COMPITATORS

• HERO.
• Honda.
• Bajaj.
• TVS.
• Royal Enfield.

3.4 SWOT ANALYSIS

STRENGTH, WEAKNESS, OPPORTUNITIES AND THREATS.

Strengths:
✓ Yamaha and their quality and customized product.

✓ Yamaha firm has 40k workers.

✓ High level of marketing.

✓ Promoting circulation of the Yamaha bikes through international.

✓ It was one of the significant brand moto GP and world superbike.

✓ Yamaha is producing 50 to 1900 cc bikes.

✓ It has reached the organization by a great degree.

✓ Innovative offer and scheme are provided.

30
Weakness:
✓ Yamaha R1 are entirely costly

✓ Street safety is less.

✓ Extra parts of the Yamaha motorcycles are costly.

Opportunities:
✓ Promoting eco-friendly bikes designed to less pollution

✓ A segment of two wheeler is a fast rising industry.

✓ Motorcycle export is limited that is the international market is untapped.

Threats:
✓ Hard race in India as well as international products.

✓ Government policies & rules.

✓ Public transport by govt. is straight affective.

31
 CHAPTER-4
ANALYSIS OF DATA AND INTERPRETATION

INTRODUCTION

Data interpretation is part of daily life for most people. Interpretation

is the process of making sense of numerical data that has been
collected, analysed, and presented. People interpret data when they
turn on the television and hear the news anchor reporting on a poll,
when they read advertisements claiming that one product is better
than another, or when they choose grocery store items that claim they
are more effective than other leading brands. A common method of
assessing numerical data is known as statistical analysis, and the
activity of analysing and interpreting data in order to make
predictions is known as inferential statistics. Informed consumers
recognize the importance of judging the reasonableness of data
interpretations and predictions by considering sources of bias such as
sampling procedures or misleading questions, margins of error,
confidence intervals, and incomplete interpretations.

Table No: 4.1

Table showing on the basis of Gender factor
GENDER N0. OF RESPONDENTS PERCENTAGE
Male 54 90
Female 6 10
Total 60 100
Source primary data

32
 Graph no. 41

Interpretation
From the above table it shows that, 90% of the Respondents are Male and
remaining 10% of the respondents are Female. Majority of the respondents are
male.

33
 Table No: 4.2
Table shows on the basis of Respondent’s Marital Status

Marital Status No of Respondents Percentage

Married 29 48%
Un married 31 52%
Total 60 100%
Source: Primary Data
Graph No: 4.2

Interpretation
From the above table it shows that 48% of the respondents are married and 52
% of the respondents are unmarried.
Majority of the are unmarried.

34
 Table No: 4.3
Table shows on the basis of Respondent’s Age Group
Age group No of Respondents Percentage
Below 30 32 53%

Between 31-40 23 38%

Above 41 5 8%
Total 60 100%

Source: Primary Data

Graph No: 4.3

Interpretation
From the above observation, it is clearly observed that 53% of the respondents
belongs to below 30 years, 38 % of the respondents belongs to between 31-40
years, 8% of the respondents belongs to above 41 years.
Majority of the respondents belongs to below 30 years

35
 Table No: 4.4
Table shows on the basis of Respondent’s Educational Qualification

Interpretation
From the above observation, it is clearly observed that 15% the respondents
education qualification is SSLC, 18% the respondent’s education qualification
is PUC, 68% the respondent’s education qualification is graduates and 18% the
respondent’s education qualification is post graduates.

36
 Table No: 4.5
Table shows on the basis of Respondent’s Occupation
Occupation No of Respondents Percentage

Professional 7 12%
Business 14 23%
Government services 10 17%
Students 17 28%
Other 12 20%
Total 60 100%
Source: Primary Data
Graph No: 4.5

Interpretation
From the above observation, it is clearly observed that 12% of the respondents
are professionals, 23% of the respondents are having business, 17% of the
respondents are government services, 28% of the respondents are students and
20% of the respondents belongs to other occupation.
Majority of the respondents are students.

37
 Table No: 4.6
Table shows on the basis of Respondent’s Monthly Income

Monthly Income in (INR) No of Respondents Percentage

Less than Rs.10000 30 50%
Rs. 10000- Rs 16000 14 23%
Rs 16000- Rs 20000 8 14%
Above Rs. 20000 8 12%
Total 60 100%
Source: Primary Data
Graph No: 4.6

Interpretation
As per the above analysis it’s understood that, 50% of the respondents monthly
income group less Rs. 10,000 per month, 23% of the respondent’s monthly
income group 10000 to 16000, 14% of the respondent’s monthly income group
16000 to 20000 and 12% of the respondent’s monthly income group above
20000.

38
 Table No: 4.7
Table shows respondents are customer of Vijaya Motors Showroom

Particulars No of Respondents Percentage

Yes 58 97%
No 2 3%
Total 60 100%
Source: Primary Data
Graph No: 4.7

Interpretation
The above table and graph states that 97% of the respondents are customer of
TVS and 3 % of the respondents are not customer of TVS.
Majority of the respondents are customer of TVS.

39
 Table No: 4.8
Table shows advertisement factor of Yamaha Two Wheelers which
motivates respondent

Particulars No of Respondents Percentage

Presentation skills 24 40%

Attraction 29 48%
Effectiveness 7 12%
Total 60 100%
Source: Primary Data
Graph No: 4. 8

Interpretation
The above table and graph states that 48% of the respondents motivated by
attraction of Yamaha Two Wheelers, 40 % of the respondents motivated by
presentation skills of Yamaha Two Wheelers, 12% of the respondents motivated
by informative of Yamaha Two Wheelers. Majority of the respondents
motivated by attraction of Yamaha Two Wheelers.

40
 Table No: 4.9
Table shows long have respondents Known Vijaya Motors
Showroom
Particular No of Respondents Percentage

Less than 6 months 26 43%

More than 6 months 19 32%
but less than 1 year
1-3 years 6 10%
More than 3 Years 9 15%
Total 60 100%
Source: Primary Data
Graph No: 4.9

Interpretation
The above table and graphs states that, 43% of the respondents know Vijaya
Motors Showroom from less than 6 months, 32 % of the respondents know
Vijaya Motors Showroom from 6 months to 1 year, 10% of the respondents
know Vijaya Motors Showroom from 1-3 years and 15% of the respondents
know Vijaya Motors Showroom from more than 3 years.

41
 Table No: 4.10
Table shows How often respondent visit Vijaya Motors Showroom
Particulars No of Respondents Percentage
Once per Month 30 50%
2 to 3 times per Year 14 23%
Once per Year 10 17%
More than once per 6 10%
Year
Total 60 100%
Source: Primary Data
Graph No: 4.10

Interpretation
The above table and graph states that 50% of the respondents visit TVS show
room once in a month, 23 % of the respondents visit TVS show room 2 to 3
times in a year, 17% of the respondents visit TVS show room once in a year and
10% of the respondents visit TVS show room more than once in a year.
Majority of the respondents visit TVS show room once in a month.

42
 Table No: 4.11
Table shows which media respondent like the most efficient for advertising
Yamaha Two Wheelers
Particular No of Respondents Percentage
Electronic 25 42%
Print 19 32%
Outdoor 6 10%
Mail 3 5%
Word of mouth 7 12%
Total 60 100%
Source: Primary Data
Graph No: 4.11

Interpretation
The above table and graph states that 42% of the respondents like electronic
media is more effective, 32% of the respondents like print media is more
effective, 10% of the respondents like outdoor media is more effective and 12%
of the respondents like word of mouth is more effective. Most of the
respondents like electronic media is more effective.
43
 Table No: 4.12
Table shows happy with the kind of customer services have receive from
the company so far.
Particular No of Respondents Percentage
Yes 54 90%
No 06 10%
Total 60 100%
Source: Primary Data
Graph No: 4.12

Interpretation
The above table and graph states that 90% of the respondents happy with the
kind of customer services receive from the company and 10 % of the
respondents are not happy with the kind of customer services receive from the
company. Majority of the respondents happy with the kind of customer services
receive from the company.

44
 Table No: 4.13
Table shows respondents opinion about pricing of the products in Yamaha
Two Wheelers

Particulars No of Respondents Percentage

Fairly priced 27 45%
Over priced 25 42%
Under priced 8 13%
Total 60 100%
Source: Primary Data
Graph No: 4.13

Interpretation
The above table and graph states that, 45% of the respondents opines price of
the product is fairly priced , 42% of the respondents opines price of the product
is overpriced and 13% of the respondents opines price of the product is under-
priced.

45
 Table No: 4.14
Table shows Types of Offer respondent Prefer
Particulars No of Respondents Percentage
Buy one get one 11 18%
Discount 26 43%
Lottery 17 28%
Gift hampers 06 10%
Total 60 100%
Source: Primary Data
Graph No: 4.14

Interpretation
The above table and graph states that, 18% of the respondents prefer Buy one
get one offer from Yamaha Two Wheelers, 43% of the respondents prefer
Discount offer from Yamaha Company, 28% of the respondents prefer lottery
from Yamaha Company, 10 % of the respondents prefer gift hampers offer from
Yamaha Company.

46
 Table No: 4.15
Table shows factors made respondents to buy Yamaha
Company Two-Wheeler Products
Particulars No of Respondents Percentage
Quality 27 45%
Price 22 37%
Purity 8 13%
Others 3 5%
Total 60 100%
Source: Primary Data
Graph No: 4.15

Interpretation
The above table and graph states that 45% of the respondent’s factor made to
buy Yamaha Company two-wheeler products is quality, 37 % of the
respondent’s factor made to buy Yamaha Company two-wheeler products is
price, 13% of the respondent’s factor made to buy Yamaha Company two-
wheeler products is purity and 5% of the respondent’s factor made to buy
Yamaha Company two-wheeler products is other factors.
47
 Table No: 4.16
Table shows respondents rate the quality of the product or service

Particulars No of Respondents Percentage

Very high quality 19 32%
Good quality 30 50%
Neutral 6 10%
Average quality 2 3%
Bad quality 3 5%
Total 60 100%
Source: Primary Data
Graph No: 4.16

Interpretation
The above table and graph states that 32% of the respondents rated quality of
the product is very high, 50 % of the respondents rated quality of the product is
good, 10% of the respondents rated quality of the product is neutral, 3% of the
respondents rated quality of the product is average and 5% of the respondents
rated quality of the product is bad.
48
 Table No: 4.17
Table shows respondent feel about the price of the Yamaha
Company Two-Wheeler product
Particulars No of Respondents Percentage
Very economical 34 57%
One of the cheapest 12 20%
Very cheap 9 15%
Expensive 1 2%
Very expensive 4 7%
Total 60 100%
Source: Primary Data
Graph No: 4.17

Interpretation
The above table and graph states that 57% of the respondents feel the price of
Yamaha Company two-wheeler is very economical, 20% of the respondents feel
the price of Yamaha Company two-wheeler is one of the cheapest, 15% of the
respondents feel the price of Yamaha Company two-wheeler is very cheap and
7% of the respondents feel the price of TVS two-wheeler is very expensive.
49
 Table No: 4.18
Table shows what extent respondent consider following
features of Brand while purchasing
Particular No of Respondents Percentage
Price 26 43%
Quality 18 30%
Design 9 15%
Durability 1 2%
Brand image 1 2%
Others 5 8%
Total 60 100%
Source: Primary Data
Graph No: 4.18

Interpretation
The above table and graph states that 43% of the respondents consider price
factors while purchasing brand product, 30 % of the respondents consider
quality factors while purchasing brand product, 15% of the respondents
consider design factors while purchasing brand product and 2% of the
respondents consider durability, brand image and other factors while purchasing
brand product. 50
 Table No: 4.19
Table shows from Past how many years respondent know
about Yamaha Two Wheelers Bike
Particular No of Respondents Percentage
One Year 27 45%
Two years 23 38%
Three years 5 8%
Don’t know Exactly 5 8%
Total 60 100%
Source: Primary Data
Graph No: 4.19

Interpretation
The above table and graph states that 45% of the respondents know about
Yamaha Two Wheelers bike from one year, 38 % of the respondents know
about Yamaha Two Wheelers bike from two year, 8% of the respondents know
about Yamaha Two Wheelers bike from three years. Majority of the
respondents know about Yamaha Two Wheelers bike from one year.
51
 Table No: 4.20
Table shows Yamaha Two Wheelers Bike appearance is
attractive in order to grab the attention of consumers
Particulars No of Respondents Percentage
Very attractive 32 54%
Attractive 23 38%
Not much attractive 5 8%
Total 60 100%
Source: Primary Data
Graph No: 4.20

Interpretation
The above table and graph states 53% of the respondents opines Yamaha Two
Wheelers bike is very attractive, 38 % of the respondents opines Yamaha Two
Wheelers bike is attractive and 8% of the respondents opines Yamaha Two
Wheelers bike is not much attractive. Majority of the respondents opines
Yamaha Two Wheelers bike is very attractive.

52
 Table No: 4.21
Table shows least attractive feature of the Yamaha
Two-Wheelers Bike
Particulars No of Respondents Percentage
Design 18 30%
Technology 35 58%
Handling 3 5%
Price of the Vehicle 4 7%
Total 60 100%
Source: Primary Data
Graph No: 4.21

Interpretation
From the above table and graph it is clear, 30% of the respondents opines
Yamaha Two Wheelers bike is having least design feature, 58% of the
respondents opines Yamaha Two Wheelers bike is having least technology, 5%
of the respondents opines Yamaha Two Wheelers bike is having least handling
feature and 7% of the respondents opines Yamaha Two Wheelers bike is having
least price of the vehicle.

53
 Chapter – 5

Findings, suggestions and conclusion

Findings
➢ Majority of the Respondents are Male
➢ Majority of the respondents are unmarried.
➢ 53% of the respondents belongs to below 30 years
➢ Most of the respondent’s education qualification is graduates
➢ 28% of the respondents are students
➢ 50% of the respondent’s monthly income group less Rs. 10,000
per month
➢ Majority of the respondents are customer of Yamaha
➢ Most of the respondents motivated by attraction of Yamaha,
➢ Most of the respondents know Vijaya Motors Showroom from
less than 6 months
➢ Majority of the respondents visit Yamaha show room once in a
month
➢ 42% of the respondents like electronic media is more effective
➢ Most of the respondents happy with the kind of customer
services receive from the company
➢ 45% of the respondents opines price of the product is fairly
priced
➢ 43% of the respondents prefer Discount offer from Yamaha
➢ 45% of the respondent’s factor made to buy Yamaha two-
wheeler products is quality
➢ Majority of the respondents rated quality of the product is good
➢ 57% of the respondents feel the price of Yamaha two-wheeler is
very economical
➢ 43% of the respondents consider price factors while purchasing
brand product
➢ 45% of the respondents know about Yamaha Two Wheelers
bike from one year
54
➢ Most of the respondents opines Yamaha Two Wheelers bike is
very attractive

➢ 58% of the respondents opines Yamaha Two Wheelers bike is

having least technology
➢ 50% of the respondents purchased Yamaha Two Wheelers bike
for its brand image,
➢ Most of the respondents are attracted by cash discount
promotional scheme
➢ Most of the respondents opines Yamaha Two Wheelers bike is
the best compare to similar products in the market.

55
5.2 Suggestions

➢ The price of Yamaha Two Wheelers Bike is very high when compared to
competition.
➢ The dealer is also required to provide discount on cash purchase.
➢ The company tries to give certain offers to the dealer so as improve his
➢ efficiency in the selling the Yamaha Two Wheelers Bike products which
other company also give to their dealer.
➢ As television as the common media for advertising frequent
advertisement must be shown in local city cable.
➢ The company should provide the warranty for some parts like clutch
plates mark.
➢ The dealer is promotional strategy should provide test rides in colleges
and after some special gifts like diaries pens, bags etc.
➢ The dealer is required to maintain all colors of Yamaha Two Wheelers
Bike
➢ Sport at all time & it is available to customer at right him.
➢ Give more advertisement in Ranchi City.
➢ To come with different color of the bikes with new modes.
➢ Yamaha Two Wheelers Bike Company should take of resale value of
bike.
➢ Resale value is high compare to other bikes.
➢ All spares, accessories should be available at the service stations on
proper time.
➢ To improve the design for wheels for a better road with and safety
driving.

56
 5.3 Conclusion

Ranchi although a growing city, is dwelled by middle and higher-class people

in majority. Thus, the market for Two -wheeler has never been a dearth here.
But of all the varieties of vehicles available here but most of customer preferred
only bikes. Customers in this area need to change into their lifestyle. This has
fostered the entry of new variety of bikes available nationwide to flourish in this
market. This has enhanced the competition in bike market but Yamaha company
with stood this competition by rating in the market share to be highest by
launching new Yamaha Two Wheelers Bike in Indian Market.

The results of the survey conducted showed that customers are eager to
purchase a Yamaha Two Wheelers Bikes. So, the buying behaviour of
customers that most of the customers purchase a bike based on Mileage
followed by price and maintenance of bike. Finally, I would conclude that
Yamaha Two Wheelers Bike is more eye catching. More refined and more
User friendly. It is whole lot of enjoyable to drive than anything else in the
compact Bike category.

57
 Questionnaire

Name:
Address:

1. Gender
i) Male [ ]
ii) Female [ ]
2. Marital status:
i) Married [ ]
ii) Unmarried [ ]

3. Age:
i) Below 30 Years [ ]
ii) Between 31- 40 Years [ ]
iii) Above 41Years [ ]

4. Educational qualification
i) SSLC [ ]
ii) PUC [ ]
iii) Graduate [ ]
iv) Post Graduate [ ]

5. Occupation
i) Professionals [ ]
ii) Businessman [ ]
iii) Govt Employee [ ]
iv) Student [ ]
v) Others [ ]
6. Monthly income
i) Less than 10000 [ ]
ii) 10000-15000 [ ]
iii) 15000-20000 [ ]
iv) Above 20000 [ ]

58
7. Are you a Customer of Shail Yamaha Showroom?
i) Yes [ ]
ii) No [ ]
8. Which advertisement factor of TV motivates you most?
i) Presentation Skills [ ]
ii) Attraction [ ]
iii) Effectiveness [ ]
9. How long have you Known Shail Yamaha Showroom?
i) Less than 6 months [ ]
ii) More than 6 months but less than 1 year [ ]
iii) 1-3 years [ ]
iv) More than 3 Years [ ]
10. How often do you Visit Shail Yamaha Showroom?
i) Once per Month [ ]
ii) 2 to 3 times per Year [ ]
iii) Once per Year [ ]
iv) More than once per Year [ ]
11. Which Media do you like is the most efficient for advertising Yamaha
Company?
i) Electronic [ ]
ii) Print [ ]
iii) Outdoor [ ]
iv) Mail [ ]
v) Word of mouth [ ]
12. Are you happy with the kind of customer services you have receive
from the company so far?
i) Yes [ ]
ii) No [ ] 59
13. What do you have to say about the Product Prices in Yamaha Two
Wheelers?
i) Fair Price [ ]
ii) Over priced products [ ]
iii) Under-priced [ ]
14. What types of offer do you prefer
i) Buy one Get one [ ]
ii) Discount [ ]
iii) Lottery [ ]
iv) Gift Hampers [ ]
15. What factors made you to buy Yamaha Company Two-Wheeler
Products?
i) Quality [ ]
ii) Price [ ]
iii) Purity [ ]
iv) Others [ ]
16. How do you rate the quality of the product or service?
i) Very high quality [ ]
ii) Good quality [ ]
iii) Neutral [ ]
iv) Average quality [ ]
v) Bad quality [ ]
17. What do you feel about the price of the Yamaha Company Two-
Wheeler
product?
i) Very economical [ ]
ii) One of the cheapest [ ]
iii) Very cheap [ ] 60
iv) Expensive [ ]
v) Very expensive [ ]
18. How do you rate this product with similar products in the market?
i) This is the best [ ]
ii) This is one of the best [ ]
iii) It is at par with others [ ]
iv) There are better ones in the market [ ]
v) This is the worst [ ]
19. Up to what extent do you consider following features of Brand while
purchasing?
i) Price [ ]
ii) Quality [ ]
iii) Design [ ]
iv) Durability [ ]
v) Brand image [ ]
vi) Others [ ]
20. From Past how many years did you know about Yamaha Two
Wheelers?
i) One Year [ ]
ii) Two years [ ]
iii) Three years [ ]
iv) Don’t know Exactly [ ]
21. Do you think the Yamaha Two Wheelers appearance is attractive in
order to grab the attention of consumers?
i) Very attractive [ ]
ii) Attractive [ ]
iii) No much attractive [ ]
61
22. What is the least attractive feature of the Yamaha Two Wheelers?
i) Design [ ]
ii) Technology [ ]
iii) Handling [ ]
iv) Price of the Vehicle [ ]
v) Others (Please specify) _________________________________
23. What made you to buy Yamaha Two Wheelers?
i) Brand Image [ ]
ii) Product Quality [ ]
iii) Best Price [ ]
iv) Attractive Package [ ]
24. Which promotional scheme will attract you to purchase Yamaha Two
Wheelers?
i) Cash Discount [ ]
ii) Exchange Bonus [ ]
iii) Festival offer [ ]
iv) Other Offer [ ]
25. How do you rate this Yamaha Two Wheelers with similar products in
the
market?
i) This is the best [ ]
ii) This is one of the best [ ]
iii) It is at par with others [ ]
iv) There are better ones in the market [ ]
v) This is the worst [ ]

62