Cover Page

Internship Report on
A STUDY ON CUSTOMER SATISFACTION TOWARDS
YAMAHA SHOWROOM

Submitted in partial fulfillment of the requirements for the award of

Bachelor Of Commerce
of Bengaluru North University

BY
Mr. PREM KUMAR T
REG NO – U19CO21C190

UNDER THE GUIDANCE OF

NAVEEN
Associate Professor of Commerce
ROYAL DEGREE COLLEGE CHINTHAMANI

ROYAL DEGREE
COLLEGE

1
 CERTIFICATE OF INTERNSHIP

This is to certify that MR. PREM KUMAR T , bearing Registeration

Number UUCMS: U19CO21C0190 a student of ROYAL DEGREE COLLEGE
CHINTAMANI, has successfully completed an internship course from
25/03/2024 to 08/04/2024 at our YAMAHA SHOWROOM.

Internship, Mr. PREM KUMAR A worked in sales.

Department in marketing and sales department and gained experience

From manager SRINATH at M.G Road , Chintamani the following areas:
1. Market research and analysis
2. Sales support and coordination

3. Supply bikes and services to customers

His conduct during his stay with us was satisfactory. We wish him all the
best for his future endavours.

ADDRESS
Beside Bharath Gas Agency,
M. G Road, Chinthamani, (AUTHORIZED SEAL &SIGN)
Karnataka, 563125

2
 Certificate of college
(IN THE COLLEGE LETTER HEAD)

ROYAL DEGREE COLLEGE , CHIKKABALAPUR, [D]

CHINTHAMANI-563125

DATE:

CERTIFICATE
This is to certify that Mr. PREM KUMAR T bearing Registered
No.U19CO21C0190 UUCMS ID. is a student of VI SEM B COM of our
College.

He has prepared Internship report entitled “A Study on CUSTOMER

SATISFACTION TOWARDS YAMAHA SHOWROOM, CHINTHAMANI. From

25/03/2024 to 08/04/2024
towards the partial fulfilment of the requirement of Bachelors of

B com of Bengaluru North University.

Principal

[Seal & Signature]

3
 STUDENT DECLARATION

I the Mr. PREM KUMAR Reg. No. U19CO21C0190 UUCMS ID, hereby
declare that this report entitled “A Study on CUSTOMER SATISFACTION
TOWARDS YAMAHA SHOWROOM, CHINTHAMANI.

during the summer vacation between the period from

25/03/2024 to 08/04/2024 YAMAHA SHOWROOM”
under the supervision and guidance of NAVEEN SIR Associate
professor of Commerce, Royal degree collage.

Date :
Place: Signature

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 ACKNOWLEDGEMENT
The successful completion of this internship report required significant
guidance and assistance from many individuals, and I am truly grateful
for their support throughout this journey.

Firstly, I would like to express my sincere appreciation to

Mr. SRINATH Stores Head of YAMAHA SHOWROOM Chinthamani

branch for providing me with the opportunity to intern at their
esteemed organization.

I am also deeply grateful to our faculty coordinator, NAVEEN

and our principal, Mr. FAIZ PASHA for their unwavering support and for
granting me the valuable opportunity to intern, which has been
instrumental in my learning and exposure to the field of accountancy
and finance.

I would like to extend my heartful thanks to my parents for their permission and
constant encouragement throughout this internship. Additionally, I am thankful to
my friends for their support whenever I needed their assistance during this
project.

Lastly, I would like to express my profound gratitude to all individuals who directly
or indirectly contributed to the completion of this report.
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 TABLE OF CONTENTS

1. Executive Summary
2. Introduction
3. Description of the Organization
4. Experiential Learning
5. Internship Outcomes and
Conclusion
6. Bibliography
7. Annexures

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Executive Summary

Customer experience as a
contemporary strategic tool in marketing has its importance because marketing is more
challenging than ever due fragmented media, cleaver and articulated consumers, and the
rise of the free thinking consumer. Now–a-days many organizations putting focus on
customer and customer experience. Some organization used customer experience as tool to
create their customer forum. Customer experience is the internal and subjective response
customers have to any direct or indirect contact with a company. Direct contact generally
occurs in the course of purchase, use, and service and is usually initiated by the customer.
Indirect contact most often involves unplanned encounters with representations of a
company’s products, services, or brands and takes the form of word-of-mouth
recommendations or criticisms, advertising, news reports, reviews, and so forth. Customer
experience is became a strategy to increase number of customer, gaining more profit and to
create good position in market. With help of this tool organization can analyse its custome
and understand their demand. If organization is able to understand its customer then it is

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 CHAPTER I: INTRODUCTION

My internship project report is on the topic ‘a study on customer satisfaction

towards Yamaha bike’. I have completed my internship in chinthamani
(Yamaha bike showroom). Previous to my internship in chinthamani, there
having many questions were in my mind regarding the how the showroom
manages the customer, and also the questions about the Yamaha bikes are
satisfying the customer. The internship provides a realistic advantage to the
college student. To gain the knowledge and experience towards the chosen
matter. Internship presents how theoretical knowledge which observes on the
working field.

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 power train
technologies, tougher regulations, and shifts in the buyer attitudes have
shaped a unprecedented challenges 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 Scot in bank.
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

8
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.

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
became a 100(%) percent subsidiary in 2008 Mitsui and company has made
an 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

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NEED FOR THE STUDY.
The main need to study about company is to know the company is satisfying
the customer needs and whether customer are satisfying with the service or
not. This research study will improve the customer service of the company.
• It helps to determine the post-purchase feedback of buyer to improve the
delivery and service of the product.
• It is a process of studying buyer satisfaction.
It helps to figure long-term connection with customer

OBJECTIVES OF THE STUDY

• To understand the satisfaction level of buyer towards Yamaha bike.
• To know the level of the buyer satisfaction.
• To know about diverse brands of the similar bikes sold in the area.
• To study the marketing strategy.
• To know about Yamaha motorcycles with regards in the specified customer
view.

SCOPE OF THE STUDY:

This study is directing towards providing Yamaha Motors with an insight into
the success of as well as the buyers response and consciousness towards the
brand, products, and services of the Yamaha.
The information will be analysed and presented in a simple and in a exact way
on the basis of which pertinent recommendations have been made to the firm
to improve the services, policies, and strategies of the company.
• From the study, we can recognize the market of the other competitors and
consequently formulate a strategy to enhance the market .

10
• The study is exclusively conducted to collect the information about our
customer satisfaction towards Yamaha.
• The study is concerned only with Yamaha buyers.

THEORECTICAL BACKGROUND OF THE STUDY

It is the study to attract the customers towards the Yamaha showroom by

satisfying the expectations of the customers and also understanding the
demand and thinking etc. main aim is how to satisfy and to make feel better at
showroom and also helps to use all the data for future perspective to improve
satisfaction level. Customer satisfaction is the key to business to earn the
profit and to obtain the market leadership. The term indicates it is group of
client that are inquisitive about the resource According to the Philip Kotler, “A
market contains of all the possible customer of distribution a particular need
or a want who is willing and able to engage in exchange, to satisfy the need or
want”. According to cour “The Economists is recognized by the term market,
not by any specific market place in which things are bought and vended, but
the full of any region in which purchaser and vendor are in such a free
intercourse with one other that the prices of the same purchaser and vendor
are in such a free intercourse with one other that the prices of the same goods
tend to be at equity and quickly”. According to Pyle, “The Market contains
both the place and area in which venders are in the free competition with one
another” So, the extent of the market depends upon worth of person WHO has
the unjoyful wants , is doubtless skilled of playacting the exchange.

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REVIEW OF LITERATURE

Ajens & Hassan (1991).

In this study this function is one of the most familiar of Sidgwick, the practical
is really based on the moral theory of utilitarianism, in this study of customer
satisfaction the consumers behaviour is entirely based on usefulness function
when the choice rotates around the amount.

Bhatnagar (2000).

In the findings of the author has inspected that the consumers satisfaction
many time influenced by the availability of consumer goods and service. ,the
delivery of quality buyers goods and service has established a major concern
of all trades. Consumer satisfaction is
typically known as a post-consumption finding judgment concerning an exact
goods or service.

Bousch & Homer (1988).

In this findings Author designed about the trustworthy buyers satisfaction.

True customers are those who buys same brand goods in their shopping every
time. They never bothered about the value because they knew about quality
will be maintained according to the price of the product. A faithful customer is
more important than 10 new customers to the company.
Csikszentmihalyi (2000).

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In this findings of the author inspected that there are a connection between
brand structure and the consumer satisfaction about the product. It is agreed
because if the grade of consumer increase, the brand price increase and the
degree of consumer satisfaction reduce then usually brand value will reduce.
It is related to each other.

Dailey & Femi (2000).

In the findings, author has inspected that evaluation reduced that the
consumption experience was at smallest as better as it was supposed to be in
the customer's attitude towards the product.

D’essence (2001)
In this study, the author has studied about the position of the consumer
attitude, Which is very significant in gaining the customers, and this
procedure is also known as the customer.

Donthu & Garcia (1999).

In this study ,the author has well-defined that the influencing the buying
process of the customers, for eg friends, relatives, media, and ads. These kinds
of factors impact the customer to buy the products. These are the solid forces
which make potential buyer.
Harrison & Albertsons (2001).

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In this study , we can sign the worth of consumer’s response to the assessment
of the perceived discrepancy between past expectations and the definite
performance of the goods and services as perceived after its consumption .

Heng patrick & Low kim (2006).

In this study ,the author has analyzed that buyers satisfaction is influenced by
the obtain ability of consumer goods and services, The provision of excellence
of buyers service has developed a main. the worry of all businesses. Consumer
satisfaction is naturally defined as a post- consumption evaluative ruling
concerning a exact goods or service.

Torkzadeh & Dillion (2010).

The book exposes the main subjects in customer law and summarizes the
standards governing and they have also reflected the rules of governing
customer contacts and policies minimizing these rules.

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CHAPTER II: DESCRIPTION OF THE ORGANIZATION

Profile Of The Organization

ABOUT INDIA YAMAHA MOTOR PVT. LTD.

Yamaha made its initial foray into India in 1985. In August 2001, Yamaha
Motor India became 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 company "India Yamaha Motor Private Limited
(IYM)". IYM's manufacturing facilities comprise of 2 State-of-the-art Plants at
Surajpur (Uttar Pradesh) and Faridabad (Haryana). The infrastructure at both
the plants supports production of motorcycles and parts for the domestic as

15
well as overseas markets. With a strong workforce of more than 2,300
employees, IYM is highly customer-driven and has a countrywide network of
over 1200 customer touch-points including 400 dealers. Presently, its product
portfolio includes YZF-R15 Version 2.0 (149.8cc), Fazer (153cc), Fazer
Version 2.0 (149cc), FZ-S (153cc), FZ-S FI Version 2.0 (149 cc), FZ
(153cc), FZ FI Version 2.0 (149 cc), SZ-S & SZ-RR (153cc), SZ - RR Version 2.0
(149 cc), Saluto (125cc), SS125 (123cc), YBR125 (123cc), YBR110 (106cc),
Crux (106cc) and Scooters Ray (113cc), Ray Z (113cc), Alpha (113cc) and
Fascino(113cc). Its import portfolio includes VMAX (1,679cc), YZF-R1M (998
cc), YZF-R1 (998cc) and FZ1 (998cc). The other Yamaha Motor Group
Companies in India include:
Yamaha Motor India Pvt. Ltd. (YMI) is a 100% subsidiary of YMC and
functions as the regional headquarters and corporate control body of India
business operations for YMC. YMI is responsible for Corporate Planning &
Strategy, Business Planning & Business Expansion and Quality & Compliance
Assurance of Yamaha India Business.
Yamaha Motor India Sales Pvt. Ltd. (YMIS) is a 100% subsidiary of YMC.
YMIS is established by YMC to provide Sales & Marketing services to IYM.
Headquartered in Chennai, YMIS supports IYM to market and sell its
motorcycles & scooters in domestic as well as export markets. Yamaha Motor
Research & Development India Pvt. Ltd. (YMRI) is a 100%
subsidiary of YMC. YMRI is established by YMC to provide R&D and Product
development services to IYM. Headquartered in Surajpur, Gautam Budh Nagar
(U.P.), YMRI is engaged in developing new products for IYM for its domestic as
well as export markets. YMRI is the fifth overseas R&D headquarters for
Yamaha Motor Group following Italy, Taiwan, China, and Thailand.

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VISION
We will establish YAMAHA as the "exclusive & trusted brand" of customers by
"creating Kando" (touching their hearts) - the first time and every time with
world class products & services delivered by people having "passion for
customers".

MISSION
We are committed to: Be the Exclusive & Trusted Brand renowned for
marketing and manufacturing of YAMAHA products, focusing on serving our
customer where we can build long term relationships by raising their lifestyle
through performance excellence, proactive design & innovative technology.
Our innovative solutions will always exceed the changing needs of our
customers and provide value added vehicles. Build the Winning Team with
capabilities for success, thriving in a climate for action and delivering results.
Our employees are the most valuable assets and we intend to develop
them to achieve international level of professionalism with progressive career
development. As a good corporate citizen, we will conduct our business
ethically and socially in a responsible manner with concerns for the
environment. Grow through continuously innovating our business processes
for creating value and knowledge across our customers thereby earning the
loyalty of our partners & increasing our stakeholder value.

CORPORATE SOCIAL RESPONSIBILITY POLICY

Corporate Social Responsibility (CSR) is strongly connected with the
principles of sustainability; an organization should take decisions based not

17
only on financial factors, but also on the social and environmental
consequences. Therefore, it is the core corporate responsibility of India
Yamaha Motor Private Limited (hereinafter referred to as "the Company") to
practice its corporate values through its commitment to grow in a socially
and environmentally responsible way, while meeting the interests of its
stakeholders. CSR is the continuing commitment by business to perform
ethically and contribute to economic development while improving the
quality of life of the workforce and their families as well as of the local
community and society at large. CSR is clearly on capacity building,
empowerment of communities, inclusive socio-economic growth,
environment protection, promotion of green and energy efficient
technologies, development of backward regions, and upliftment of the
marginalized and under-privileged sections of the society.
As a corporate entity, the Company recognizes that its business activities have
wide impact on the societies in which it operates, and therefore an effective
practice is required giving due consideration to the interests of its
stakeholders including shareholders, customers, employees, suppliers,
business partners, local communities and other organizations. The Company
endeavour to make CSR a key business process for sustainable development.
The Company is responsible to continuously enhance shareholders wealth
and it is also committed to its other stakeholders to conduct its business in an
accountable manner that creates a sustained positive impact on society. The
Company is committed towards aligning with nature; and has adopted eco
friendly practices. Essentially, CSR, which is deliberate inclusion of public
interest into corporate decision making by undertaking different projects for
development of society, has the potential of contributing significantly in the

18
long run to socio-economic growth in the backward regions and other
sections of the society. The emerging concept of CSR goes beyond
charity and requires the Company to act beyond its legal obligations and to
integrate social, environmental and ethical concerns into the Company's
business process. In April 2013, IYM established 2 functionally independent
entities namely Yamaha Motor India Sales Pvt. Ltd. (YMIS) that will cater to
the sales and marketing needs of the company and Yamaha Motor Research
and Development India Pvt. Ltd. (YMRI) that is intended to increase Yamaha's
manufacturing competitiveness through the establishment of an R&D
headquarters in India.

History
OVERVIEW - INDIAN AUTOMOBILE INDUSTRY
Over a period of more than two decades the Indian Automobile industry
has been driving its own growth through phases. The entry of Suzuki
Corporation in Indian passenger car manufacturing is often pointed as
the first sign of India turning to a market economy. Since then the
automobile sector witnessed rapid growth year after year. By late-90's the
industry reached self reliance in engine and component manufacturing from
the status of large scale importer. With comparatively higher rate of economic
growth rate index against that of great global powers, India has become a hub
of domestic and exports business. The automobile sector has been
contributing its share to the shining economic performance of India in the
recent years. With the Indian middle class earning higher per capita income,
more people are ready to own private vehicles including cars and two
wheelers. Product movements and manned services have boosted in

19
the sales of medium and sized commercial vehicles for passenger and goods
transport. Side by side with fresh vehicle sales growth, the automotive
components sector has witnessed big growth. The domestic auto components
consumption has crossed rupees 9000 crores and an export of one half size of
this figure Overview Of Automobile Industry The Indian automobile industry
is going through a technological change where each firm is engaged in
changing its processes and technologies to sustain the competitive advantage
and provide customers with the optimized products and services. Starting
from the two wheelers, trucks, and tractors to the multi utility vehicles,
commercial vehicles and the luxury vehicles, the Indian automobile industry
has achieved tremendous amount of success in the recent years.

About India Yamaha Motor Pvt. Ltd.

Yamaha made its initial foray into India in 1985. Subsequently, it

entered into a 50:50 joint-venture with the Escorts Group in 1996.
However , in August 2001, Yamaha acquired its remaining stake
becoming a 100% subsidiary of Yamaha Motor Co. , Ltd, Japan (YMC) . In 2008,
Mitsui & Co. , Ltd. entered into an agreement with YMC to become a joint
investor in the motorcycle manufacturing company "India Yamaha Motor
Private Limited ( IYM)". IYM operates from its state-of-the-art manufacturing
units at Surajpur in Uttar Pradesh and Faridabad in Haryana and produces
motorcycles both for 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 .

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CORE COMPETENCIES

Customer #1

We put customers first in everything we do. We take decisions keeping the

customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods &
services we provide. We work hard to achieve what we commit & achieve
results faster than our competitors and we never give up.

Team-work
We work cohesively with our colleagues as a multi-cultural team built on
trust, respect, understanding & mutual co-operation. Everyone's contribution
is equally important for our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We
actively listen to others and participate in healthy & frank discussions to
achieve the organization's goals.

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CHAPTER III: EXPERIENTIAL LEARNING

Research Methodology
OBJECTIVES

➢ To know the customer’s perception regarding launch of new bikes FZ

& FZS by Yamaha.
➢ To determine the customer’s satisfaction regarding bikes and after
sales service.
➢ To determine the factors influencing the choice of customers
regarding bikes
➢ To know the market scenario of second hand bike industry.

SCOPE OF THE STUDY

This study is aimed at providing India Yamaha Motors with an insight
into the success of FZ & FZS as well as the customer’s response and
awareness towards the brand, products and services of Yamaha. The
data has been analyzed and presented in a simple and precise way on
the basis of which pertinent recommendations have been made to the
company to better the services, policies and strategies of the company
in India.
SURVEY METHOD: The research approach used was survey method
which is a widely used method for data collection and best suited for
descriptive type of research survey includes research instrument like
questionnaire which can be structured and unstructured. Target

22
population is well identified and various methods like personal
interviews and telephone interviews are employed.

Types Of Research

➢ Quantitative research

Quantitative research is generally associated with the positivist/post

positivist paradigm. It usually involves collecting and converting data
into numerical form so that statistical calculations can be made and
conclusions drawn.

➢ Qualitative research
Qualitative research is the approach usually associated with the social
constructivist paradigm which emphasises the socially constructed nature of
reality. It is about recording, analysing and attempting to uncover the deeper
meaning and significance of human behaviour and experience, including
contradictory beliefs, behaviours and emotions. Researchers are interested in
gaining a rich and complex understanding of people’s experience and not in
obtaining information which can be generalized to other larger groups.

RESEARCH DESIGN

This study is a mix of explorative and formal methodologies adopting

monitoring and observing to study the dealerships in Saharanpur and
communication to elicit responses from customers. This is a cross

23
sectional study done during the months of June and July. For the
customer satisfaction study a questionnaire was formulated containing
close ended questions which were sent out for response through the
internet and mainly through personal interviews of customers at
Yamaha dealerships. This data was later analyzed using SPSS through
performing the cross-tabulations on various involved variables. Results
of this step formed the basis of the recommendations given to the
company. To know the Yamaha reputation and sales promotion in
motorcycle market, census method was chosen and all the dealership
were individually visited in the area of Saharanpur, Bawa Auto
Sales(Hero Honda), I did a market survey by taking open interviews to
the dealers and brokers of the market.

DATA COLLECTION

Research included gathering both primary and secondary data.

PRIMARY DATA - Primary Data was very crucial to collect so as to know

various past & present consumer views about bikes and to calculate
the market share of this brand in regards to other brands. Fresh
primary data was collected by taking direct feedback from customer
which involved face to face interview with the customer as well as
through telephonic interview with the customer , all the FZ customer
who visited the dealership showroom for the service of their bikes were
questioned in order to find out the customer satisfaction level.

24
SECONDARY DATA- are those which has been collected by someone
else and which already have been passed through statistical process.
Secondary data has been taken from internet, newspaper, magazines
and companies websites.

LIMITATIONS OF THE STUDY

➢ This research is geographically restricted to Saharanpur only. Hence

the result cannot be extrapolated to other places.
➢ The study is restricted only to the organized sector of two wheeler
industry
➢ The seriousness of the respondents and their ability to justify their
answers may also be a limitation.
➢ The sample size is small due to the specified reasons.
➢ Findings are based on sample survey.
➢ All interview questions are undisguised or direct. Hence there is a
scope for the respondents to be biased or pretentious.

Conceptual Decision

Review Of Literature

Research Paper on Two Wheeler Market in India

The Indian two wheeler market has a size of over Rs 100,000 million.

25
The Indian two wheeler segment contributes the largest volumes
amongst all the segments in automobile industry. Though the segment
can be broadly categorized into 3 sub segments viz; scooters,
motorcycles and mopeds; some categories introduced in the market
are a combination of two or more segments e.g. scooterettes and step
thru’s. The market primarily comprises five players in the two wheeler
segment with most of the companies having foreign collaborations with
well-known Japanese firms earlier. But most of the companies are now
planning 100% subsidiaries in India. In the last four to five years, the two-
wheeler market has witnessed a marked shift towards motorcycles at the
expense of scooters. In the rural areas, consumers have come to prefer
sturdier bikes to withstand the bad road conditions. In the process the share
of motorcycle segment has grown from 48% to 58%, the share of scooters
declined drastically from 33% to 25%, while that of mopeds declined by 2%
from 19% to 17% during the year 2000-01. The Euro emission norms led the
existing players in the two stroke segment to install catalytic converters. All
the new models are now being replaced by 4-stroke motorcycles. Excise duty
on motorcycles has been reduced resulting in price reduction, which has aided
in propelling the demand for motorcycles. Fierce competition has also forced
players to cut prices in certain models.

CURRENT SCENARIO:
Motorcycle sales grew by an annual average of 27% over f 1995-2002,
and constituted nearly 66% of total two wheeler sales in F2002, up
from just 24% in F1995. Average monthly motorcycle sales have
increased five-fold since F1995 to almost 250,000 units in F2002. The

26
current share of the leading three companies is shown in the pie chart.
And this clearly shows that hero Honda is the current market leader
with a 49% market share. Hero Honda has been an early entrant in the
4 stroke segment of the two wheeler industry. With a right mix of
product styling and pricing the company helped garner a larger market
chunk of the 4-stroke market as compared to Bajaj Auto. A shifting
consumer preference towards motorcycles also enabled the fast growth
of the company in the last few years. Hero Honda motorcycle sales
jumped 40.6% in April at 135,961 units from 96,672 units it sold in the
corresponding month last year. The change in product mix in favor of
higher value products has resulted in improved realization for the
company the growing popularity of the passion model appears to be
the key factor behind improvement in unit realization. Taking into
account the recent trend in performance, the company appears well
positioned to retain its top position in the motorcycle market and also
sustain the recent rate of growth. Bajaj auto ltd is the second biggest
manufacturer of motorcycles. The companies recent indigenous launch
in 4-stroke segment viz; the 150 / 180 cc pulsar which has practically
snatched the market share of the bikes like Hero Honda CBZ, Suzuki
Fiero, Lml adreno etc, and it appears that pulsar would rule this
segment till the time there are some new launches in this segment by
other manufacturers, for bajaj pulsar has been the major contributor for
the rise in its motorcycle sales along with its other popular models such
as boxer, caliber croma etc. well coming to the third largest share
holder in the motorcycle segment which is the tvs motors, which has
emerged as a ‘victor’ after the Suzuki break up, riding high on the

27
success, of it’s motorbike by the same name. Tvs victor is the first
indigenously produced motorcycle from tvs motors. Infact with a six
week waiting period, even six months after its launch, tvs motors plans
to double its production capacity.

CURRENT POSITIONING:

ECONOMY BOXER AT & CT AND CALIBER. DAWN, CD100, CD100SS, JOY.

MAX 100, MAX 100 R EXECUTIVE CALIBER CROMA, PULSAR 150. SPLENDOR,
PASSION. SAMURAI, VICTOR PREMIUM PULSAR 180.
CBZ.FIERO BAJAJ HERO HONDA TVS
Let us first identify the current market leaders in each category. In the
economy segment Bajaj is the leader with 46% of the market share with boxer
being the largest selling bike in this segment. In the executive segment Hero
Honda is the clear leader with 67% market share with splendor and passion
leading the market in this segment and will continue to do so in the near
future well now we come to the most controversial segment which is the
premium segment since the current market leader according to the sales of
the past few months is CBZ but then pulsar has arrived and the consumer
choice clearly shows that this place will be reserved for pulsar for some time
as a counter attack hero Honda too would be launching a bike in this segment
but it is too early to comment on that.
KEY FACTORS AFFECTING THE SALES OF MOTORCYCLES:

Government policy impact on petrol prices : petrol prices determine the

running cost of two wheelers expressed in rupees per kilometer. Petrol
prices are the highest in India as GOI subsidizes kerosene and diesel.

28
But with the change in the GOI policy to reduce the subsidy, the prices
of petrol will remain constant at the current prices. Which will have a
positive effect on two wheelers market. This trend would actually affect
positively the whole automotive industry Improvement in disposable income:
With the increase in salary levels due to entry of multinationals following
liberalization process the disposable income has improved exponentially over
the years. This will have a multiplier effect on demand for consumer durables
including two wheelers. This is already witnessed in improved demand two
wheelers. Implementation of mass transport system: many states have
planned to implement mass transport systems in state capitals in the future.
This will have a negative impact on demand for two wheelers in the long run.
But taking into account the delays involved in the implementation of such
large infrastructure projects, we expect the demand to be affected only five to
seven years down the line. Availability of credit for vehicle purchase: The
availability and cost of finance affects the demand for two wheelers as the
trend for increased credit purchases for consumer durables have increased
over the past few years. Well to sum it up on the whole there are great times
ahead for the bike lovers in India. With the decision of companies like Honda
to set up base in India, the consumers will have a wide range of choice and
also the freedom to choose something more exciting than the usual.

29
Posting flat growth of 0.14 percent in June 2015, the largest two wheeler
seller, Hero MotoCorp sold 542,362 units (June 2014: 541,594). An official
communication states “As the industry had built up stocks due to the sluggish
market, HMCL reduced inventories in Q1. The company’s retails are currently
better than dispatches,” which means that Hero has been working on reducing
its accumulated stock at the dealership as well as the factory level. Hero rolled
out two models – Passion Pro and Xtreme Sports – recently to boost its
regional sales in the motorcycle portfolio. While the company has planned a
number of launches during the next four-five months, it is also looking at
adding a few new export destinations this fiscal. Honda Motorcycle &
Scooter India has shown decent domestic growth of 7.24 percent during June
2015, but this has come on the back of its rising scooter sales year-on-year.
The company, which had sold 309,374 units in June last year, sold an overall
331,782 units last month.

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Customer satisfaction

A term frequently used in marketing, is a measure of how products and

services supplied by a company meet or surpass customer expectation. In a
survey of nearly 200 senior marketing managers, 71 percent responded that
they found a customer satisfaction metric very useful in managing and
31
monitoring their businesses. It is seen as a key performance indicator within
business and is often part of a Balanced Scorecard. In a competitive
market place where businesses compete for customers, customer satisfaction
is seen as a key differentiator and increasingly has become a key element of
business strategy.

SIX COMPETITIVE ADVANTAGES THROUGH CUSTOMER

SATISFACTION

Customer satisfaction
Profit
Growth
Corporate performance
New product innovation
One stops shopping
Word or month
Loyalty in crises
Higher price
Repeat buying

CURRENT ISSUES

INDIA YAMAHA MOTOR REPORTS 15% DOMESTIC SALES GROWTH IN

AUGUST 2023

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 New Delhi, 01st September 2015:
India Yamaha Motor Pvt. Ltd. announced that it has registered a growth of
15% in domestic sales in August 2015 as compared to the corresponding
period last year. This can be attributed to the company's innovative ongoing
customer centric activities, exciting product line-up and the addition of the
YZFR3 super sports model launched recently. Further, the company went
aggressive on the dealership expansion drive across the nation.
The company sold 61,440 units in August 2015 as against 53,242 units
sold in August last year in the domestic market thereby registering a
domestic sales growth of 15%.

New Development

The much awaited YZF-R3 sports model from Yamaha hits the Indian
Roads

India Yamaha Motor Pvt. Ltd, today, launched yet another

exciting offering - the YZF-R3 sports model.

Yamaha Motor India Sales brings new Saluto with Disk Brake in Vibrant
new colors

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 Yamaha Motor India Sales Pvt. Ltd., today, launched an all new
range of its economical and practical motorcycle 'Saluto' with disk brake.

Yamaha strengthens its scooter line up with the All New Fascino

India Yamaha Motor Pvt. Ltd. (IYM), today announced the launch
of its
fascinating new scooter 'Fascino' - a new fashionable scooter with the
concept "Rich & Classy Modern Retro" design for the Indian Market.
Yamaha strengthens the 125cc segment with the launch of the
Economical and Practical - 'Saluto

34
CHAPTER IV: INTERNSHIP OUTCOMES AND CONCLUSION

DATA ANALYSIS

Methodology

Primary data collection:

For primary data collection we designed a questionnaire to survey
various dealers and consumers. The objective of survey was to
understand the consumer preferences among various brands
of motorcycles available in the market and the factors affecting
consumer buying process. The sample size for the survey was around
40-50.
Secondary data collection:
Internet was the major source for secondary data. Apart from
understanding the bike industry in general and Bajaj in specific,
our major task was to analyse the consumer demand for Bajaj’s
PULSAR’s brand and project the future sales for the company. We have
used the trend projection and exponential forecasting technique to
predict the sales.

FINDINGS OF THE STUDY

The study reveals that majority of the customers age was

between 18years to 29 years.

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The target customers were mainly in middle class as well as
upper middle 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 40% of the customers
were graduates and only few customers were under graduates.
R15,FZS,SZX,SZR,Saluto,YBX,Crux,Facino,Ray z, Alpha 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 self-influenced to purchase Yamaha Two- Wheelers.
The main reason to choose Yamaha Motors Ltd to buy their two wheeler
was due to their excellence service. Most of the customers of Yamaha Motors
Ltd were satisfied with their Two-Wheeler. Some people were not satisfied
because spare parts costs are very high and price of vehicle is also very high.
Majority of customers rated good for service offered by the Yamaha Motors
Ltd. Majority of the customers of Yamaha Motors Ltd stated that the future of
the two-wheeler industry would be good.

CONCLUSION

The study which we conducted on the two wheeler automobile sector is a very
important topic of automobile sector. Two wheeler automobile sector is the
backbone of the automobile sector in India. After deep research, analysis and
getting information about companies as formulated that the two wheeler
automobile companies achieved success in the market. Throughout the study
we found the Two wheeler manufacturer having very new and modern

36
technology in their bikes, they have a good market share in India, many of
MNC's like Honda, Yamaha ,Suzuki are also giving large competition.
Concluding the performance of the company related to two wheeler sector in
India, getting their market share and growth and what are services
they are providing after sales. Hero Honda has managed to put in spectacular
performance going from strength despite increase in competition; the
company's sales have witnessed an uptrend, registering an average growth of
42% in the three years under review. Hero Honda has managed to achieve this
because its strong brand image and proven product quality underpinned the
performance growth in recent years. Apart from the strong brand "splendor"
the company's performance across the spectrum of the motorcycle market
helped it exploit the growing demand for 4-stroke motorcycle. At the lower
end the company has CD 100 SS at middle level splendor, passion and Dawn
the CBZ Extreme/ Karizma range is targeted at premium segment.
Some years back Hero Honda are getting stiff competition because of Bajaj,
TVS and Yamaha have a presence in 125cc bikes segments where Hero Honda
has not any presence in this segment. Now this gap is filling up by Hero
Honda's new Splendor NXG, Glamour. But still there is a gap between 150cc to
225cc segment which is most preferable segment by youth today. With newer
and better models are coming up customer has better and bigger choices to
choose from. It is the competition on various aspects such as price, design
technology, after sales services and even purchases offers, which provides to
both buyer and seller. Even many dealers are in view that today Hero Honda
and Bajaj, thrives on competition. Right now it seems that the real war is
between Hero Honda and Bajaj auto. But one cannot discount the fact that
there are other players, who are gaining strength day by day .

37
SUGGESTIONS

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 potential customer and explaining the strength has 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 news paper, 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.

38
BIBLIOGRAPHY
BOOKS

➢ Kotler Philip, Keller Lane Kvin "Marketing Management" 12th

edition Pearson Education.
➢ Ramaswamy V.S., Namakumari S. "Marketing Management" 3rd
edition 2020 Macmillan Publications.
➢ Kumar Arun, Minakshi N. "Marketing Management" Vikash
Publication 1st edition 2023.
➢ Kolter Philip, Koshy Abraham, "Marketin Management" 13th
edition Pearson Education.

WEBSITES
➢ www.google.com
➢ www.wiki.com
➢ www.yahoo.com
➢ www.yamahamotorindia.com

Questionnaries No table of contents entries found.

1)Which outlet did you prefer to purchase your bike Yamaha ?

Showroom
Vehicles dealership
2)Did you Consider other motorcycles brands before buying the Yamaha bike
Yes No

39
3) Do you agree that company act towards the complaints lodged by the
customers
A)Yes
B)No
4) what is the one of thing improve in Yamaha bike
A) Speed
B) Mileage
C) Look
D) No need to change
5)Do you think amaha establishes a healthy relationship with customers?
A)Yes
B)No 33
6)who influenced you to buy Yamaha bike?
A) Friends
B) Family
C) Dealers
7)When it comes to comfort and convenience the Yamaha is?
A) Very comfortable
B) Average
C) Not comfortable
8) Income per month?
A) Less than 15000
B) 15000-20000
C) 20000-25000
D) 30000& above
9)What is the rate of fuel consumption for Yamaha bike?

40
A) Low
B) Average
C) High
10) According to your opinion what can be done to improve Royal Enfield
Bikes sales in local markets?
A) Advertise more
B) Provide better service
C) Improve quality
D) No need to improve Clear selection

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