MARKET SURVEY REPORT ON Yamaha motor India pvt.

ltd SUBMITTED TO UNIVERSITY OF PUNE

BY Bicky shah AS PART FULFILLMENT OF BBA (II YEAR) OCTOBER 2008

SINHGAD COLLEGE OF SCIENCE PUNE

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Table of CONTENTS
Chapter No. Title Declaration Guide Certificate Acknowledgement Executive Summary
Objectives Introduction Background of the survey Product-An overview Objectives of
the survey RESEARCH METHODOLOGY Research Design Types Data Primary Data Secondary
Data Sources of Data Sample Plan Universe Sample Size Method of Data collection
Questionnaire Formation of Questionnaire Field Work Data Analysis Limitation
Presentation of the Report Data Processing and Analysis Major Findings Suggestions
and Recommendations Annexure A:Questionnair
2

I 1.1 1.2 1.3 II 2.1 2.2 2.2.1 2.2.2 2.3 2.4 2.4.1 2.4.2 2.5 2.5.1 2.5.2 2.6 2.7
2.8 2.9 III IV V

Page No. 4 5 6 7 8 9-30

31-38

39-51 52-53 54-56 57-63

B:List of contacts made C:Brochure, if any D:Bibliography E:Any other

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DECLARATION

I hereby declare that this Market Survey Report “YAMAHA MOTOR INDIA” submitted
towards fulfilment of BBA Degree of Pune University is and original work done by
me.

_____________ SIGNATURE BICKY SHAH DATE:PLACE:-

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CERTIFICATE
This is to certify that Project report titled “YAMAHA MOTOR INDIA” is a bonafied
work carried out by Mr. Bicky Shah of BBA -2nd yr of Sinhgad College of Science
toward fulfilment of BBA degree of university. He has worked under our guidance and
direction.

Signature

Signature

Dr. SAMPADA JOSHI (PRINCIPAL) Date: Place: -

Prof.S.D Karlekar (Project guide) Date:Place:-

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ACNOWLEDGEMENT
This Project Report would not have been completed without the guidance of our
principal Dr. Sampada Joshi and Project Guide Prof. S.D.Karlekar. I express my
sincere thanks and gratitude to both of them for helping me and also those who
helped me directly or indirectly.

____________ BICKY SHAH Date:Place:-

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EXECUTIVE SUMMARY
The company Yamaha Motor Pvt. Ltd. Is an internationally acclaimed company in the
field of two wheeler? Segment of automobile industry? Yamaha Motor India Pvt. Ltd.
Is a 100% subsidiary of Yamaha Company Ltd JAPAN? Its project range includes Crux
in the Basic Segment, Libero in the standard segment, Fazer in the deluxe segment
and Enticer and R15 on the pleasure segment. With the launch of various 4 – stroke
motorcycles, which give true value of money in the terms of superior mileage,
performance and durability, the company has gained the reputation of a reliable 4-
stroke Motorcycle manufacturer. The details of the project are as follows:

Project Title: -

YAMAHA MOTOR INDIA

Organisation: - Yamaha Motor India Pvt. Ltd. West Zone Marketing Office, Pune.
Project Leader: - Mr. BICKY SHAH.

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OBJECTIVE:1. To screen the market presence of Yamaha Motor India Pvt. Ltd. 2. To
assess the level of satisfaction among the customers. 3. To find out the perception
of the customer and the users about Yamaha Bikes. 4. To find out the exceptions of
the customer with regards to quality and service. 5. To find out the effectiveness
of marketing activities undertaken by Yamaha Motor India Pvt. Ltd.

Methodology:This is a Quantitative Research with inputs from customers of Yamaha

Motor India Pvt. Ltd. In areas of Pune City. The consumers are with the help of
questionnaires and personal interviews.

Sampling Plan:The Sampling frame consists of 50 users of Yamaha Bikes.

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CHAPTER NO .1 INTRODUCTION

1.1 BACKGROUND OF THE SURVEY 1.2 PRODUCT-AN OVERVIEW 1.3 OBJECTIVES OF THE SURVEY

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BACK GROUND OF THE SURVEY
The Indian two-wheeler sector is the largest in terms of volumes among the entire
segment in Automobiles Industry. The Indian two-wheeler market has a size of over
Rs 100 billion with sales of more than 3.7 million units in 20002001 and has been
growing at 7% rate over 1887-2001. Five players mainly dominate the two-wheeler
segment. All these companies have foreign collaboration mainly with well known
Japanese firms. All these players have been expanding capacity and widening their
product base which confirm to Euro Environment norms. Indian is one of the lowest
cost production bases for two-wheelers. In the last four to five yrs, the two
wheeler market has witnessed a marked shift towards motorcycles at the expense of
scoters. In the process the share of motorcycle segment has grown from 48% to 58%.
The urban customers are aspiring to possess the latest in terms of looks,
technology, energy efficient and sleeker looking models that replaced the staid
ones in the market. In rural areas, consumers have come to prefer sturdier bikes to
withstand the bad road conditions. Marketing is a dynamic field. In past few years,
many important and dynamic changes have taken place in marketing field as a result
of rapid technological changes, globalization as well as unemployment and
stagnation, etc. The marketing executives have been forced to assume wide range of
responsibilities. The companies have been more market driven in their strategic
decision-making. To cater this need of decision-making, a formalized means of
acquiring information is necessary. This is need is by “Market Research”. The
American Marketing Association Defines Market Research as “The systematic
gathering,
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recording and analyzing of data about problem relating to marketing of goods and
services.” The subjects to which companies apply their marketing research are
markets, products, sales force problems, distribution channel, advertising and
other problems broader than marketing such as Business and short-term for

YAMAHA MOTOR INDIA (YMI)

Holding the true spirit of commitment to customer satisfaction – Yamaha Motor India
is enriching lives of the people with the same ingenuity and enthusiasm as its
parent company – Yamaha Motor Corporation, Japan. Having operated in India as
technology provider for almost two decades YMI was incorporated in August 2001 as a
100% subsidiary of YMC , Japan. Since then it has been in the process of redefining
business processes and extending the awe and power associated with the legacy of
the Yamaha Group. Adhering to its Corporate Mission – “Creating Kendo – Touching
Your Heart” it is striving to touch every heart across the length and breath of
India.

YAMAHA MOTOR
Yamaha Motor India Pvt. Ltd. Is a 100% owned subsidiary of Yamaha Motor Company
Ltd. of Japan. Yamaha Motor is located at Faridabad, Haryana with employee
strengthof more than 3000 people. The company has opened “Yahama One”- a branded
dealership at Delhi and plansto open more in the future. Yamaha MotorCompany, Jpan
has aslo set up another subsidary-Yamaha Motors India Sales Pvt. Ltd. (YMIS) that
deals with the sales and sales and after sales services for Yamaha brand of
bikes.YMIS is located at Surajpur, outside Delhi with an emplyee strength of 120.

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1.2 PRODUCT – OVERVIEW Yamaha R15

The R Concept:
The YZF-R1 and YZF-R6 are equipped with under cowls that are based on the image of
a diffuser, to give them the best form for aero-management. These are not cowls for
simply enclosing the engine, but forms composed of blade surfaces that actively
control airflow. This spirit has been directly inherited by the YZF-R15. “Harmony
between rider and machine.” YAMAHA's Human Technology involves studying the form of
the motorcycle actually in motion with the rider on it. The R series is the
embodiment of 1) A wide frontal space that protects the rider, 2) An easy to ride
seating area that gives riders the freedom of movement and allows them to steer
effectively, 3) The glamorous tail treatment that takes into account the management
of airflow behind the rider, and
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4) A sensual racing form that brings all 3 of these elements together in a
harmonious package. These characteristics have been splendidly reproduced in the
YZF-R15.Additionally; the designs were developed in the same modelling room where
YZF-R1 designers worked. Information was shared, ensuring that the R lineage would
be transmitted. In addition, the model also incorporates a multitude of adjustments
for the Indian market including seat shape that allows for tandem riding
(integrated with the main seat).

Engine type

Liquid-cooled, 4-stroke, SOHC, 4valve

Cylinder arrangement Displacement Bore x Stroke Compression ratio Maximum power

Maximum torque Starting system Lubrication Engine oil capacity Fuel tank capacity
Fuel supply system Ignition system

Single cylinder 149 .8cc 57×58.7mm 10.4:1 17PS / 8,500rpm 15 N.m / 7,500rpm
Electric Start wet sump 1.0 litres 12 litres Electronic fuel injection T.C.I

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Primary / Secondary reduction 3.042 / 3.000 ratio Clutch type Transmission type
Gear ratios Constant-mesh wet multi-plate Return type 6-speed 1st=2.833, 2nd＝
1.875, 3rd:=1.364, 4th=1.143, 5th=0.957, 6th=0.84

Frame type Caster / Trail Tire size (Front / Rear) Brake type (Front / Rear)

Delta box Frame 26° / 100mm 80/90-17 / 100/80-17 Hydraulic, single disc (Front /
Rear)

Suspension type (Front / Rear) Telescopic / Linked type Motocross Headlight

12V35W / 35W＋35W

Overall length x width x height 1,995mm x 670mm x 1,070mm Seat height Wheelbase
Minimum ground clearance Dry weight / Curb weight 790mm 1,290mm 160mm 120kg / 131kg

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Yamaha Crux

Crux providing outstanding pick up comes with advanced air-colled 4 stroke engine.
Its elegant body graphics and excellent structure seem really mind captivating
features to the classy bikers. Its smooth and comfortable riding suspensions are
the adjustable shockers. If going for a long ride, then long comfortable seat of
Crux will provide pleasure of happy journey. Its 130 diameter drum brake gives the
proper support of riding. Its chrome plated fender is the best supporter of the
supportive wheel. Its light fitting is among other feature who gives the complete
assurance of night riding. This arrangement includes multi- reflector headlight and
multireflector tail lamp. It is found in different colours:  Red  Black  Silver

Specifications
Engine / Transmission

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Type Displacement Max. Power Max. Torque Transmission Dimensions (L x W x H)
Wheelbase Dry Weight Electrical Battery Head Light Tail Light Suspension Front Rear
Tyre Front Rear Fuel Tank Capacity Brake Front Rear

4-stroke, Air cooled, SOHC 105.6 cc 7.6 Bhp @ 7500 rpm 0.80 Kg-m @6000 rpm 4 Speed
constant mesh 1997x735x1055mm 1247 mm 105.5 Kg

12V, 2.5 Ah 12V – 35 / 35 W 12V – 5 / 21 W

Telescopic Fork, oil damped Coil Spring, oil damped

2.50 x 18 - 4PR 2.74 x 18 - 6PR

11 Litres

130 mm Dia Drum 130 mm Dia Drum

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Yamaha Enticer

The bike on test with me is the base version without disc brakes or self start,
costing Rs.55, 185/-. If you add Rs.9,000/- to it for disc brake and self start, it
still is only Rs.64,000/-, which is still Rs.25,000/- less than the Eliminator
which comes with self start and disc as standard.

While the Enticer entices aspirants with its price, the Eliminator eliminates most
aspirants with its price.

So, what is it like? Looks it has in plenty. Raised handlebar. Long wheel-base.
Easy rider seating geometry. Foot boards instead of foot pegs. Fat rear tyre.
Single pod instruct. Chromed RV mirrors. And currently available in three colours:
Gold (light yellow), Burgundy (reddish) and Black.

Motive power comes from the same square, 54 mm x 54 mm bore x stroke, 123.7cc pot
that powers the Yamaha YBX. While max. Torque of 1.06 KgM at 6500 rpm is identical
to the YBX, the 11 bhp (PS) of power in the Enticer engine comes at a slower 8000
rpm while in the YBX it comes at a higher 8500 rpm. Compression ratio of the
Enticer is 10:1.
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Wheelbase is 1375 mm with a claimed ground clearance of 140 mm. Kerb weight (with
oil and full petrol tank) is 125 kg while dry weight is 116 kg. Fuel tank capacity
is 13 litres with a reserve of 2.4 litres. The VM20SS, Ucal / Mikuni carburettor
breathes thru a wet type air cleaner. Fuel is ignited by an NGK spark plug, model
CR7HSA with ideal plug gap being 0.65 mm. Ignition is CDI.

Electricity is produced by a 12 volt flywheel magneto with a 12v-2.5 Ah lead acid

battery. Headlight power is 12v-35w. Front tyre is a 4-ply rating 2.75 x 18 (Zapper
FS pattern), while at the rear is a 6-ply rating 120/80 x 16, Y-pattern Zapper.

Engine oil specified is Yam lube 4-stroke motor oil (20W40 type SF) or equivalent.
Yamaha also warns NOT to use oils that contain anti-friction modifiers or car oils
(often referred to as Energy conserving oils) that contain anti-friction additives,
since this will cause clutch slippage and will in turn reduce life of components
and cause drop in engine performance. While total quantity of engine oil is 1.2
litres, top up quantity is a convenient one litre. It is found in different colors:
 Black  Burgundy  Gold

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Yamaha Gladiator

Gladiator‟s single cylinder air cooled 4 strokes to deliver maximum power of 8.0 kW
@ 7500-6500 rpm.It is further equipped with many features like graphics and
volume , new design side cover , newly designed shroud highlighting down force line
etc. Comforts of the passengers are highly maintained due to the presence of
specially designed seat with enough front and rear space, supporting and easily
grabbing die-cast aluminium grab-bar etc. Its masculine body structure supported by
light weight diamond type frame is the assurance of stable riding. Its riding
suspension ensures the smooth, jerk free biking. Its lighting arrangement include
35W/35W multi-reflector head light, position indicator and combustion indicators,
combustion tail light etc. Its front brakes include 240 mm disc brake with eco-
friendly brake pads and 150 mm drum brake with large capacity. Rear brakes of this
motorcycle include dust resistant, durable 130 mm drum brake and non-asbestos brake
shoe to lessen environmental impact.

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Other striking features available in this bike are DC-CDI ignition system , 5
spared transmission , air induction system and hair pin type catalytic converter,
non-asbestos type cults friction plate, low noise (silent) cam chain, YTPS equipped
BS carburettor, newly designed sporty muffler etc. It is found in two different
models:  Gladiator Std  Gladiator DX Technical Specifications Engine Type
Displacement Bore xStroke Performance Max.BHP Max. Torque(Nm) Max. Speed
Transmission Electricals Battery Head Light Tail Light Turn Flasher Chassis
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4 Stroke, Air Cooled, SOHC, Advantech Engine. 106 cc 49 * 56 mm

7.6PS @ 7,500 rpm 0.8 Kgm @ 6000 rpm 110 kmph(Solo) 4 Speed

12V - 2.5 AH 12V - 35/35W 12V - 5/21 W 12V - 10W (x4)

Frame Dimension (l x w x h) Wheelbase Ground Clearance Kerb Weight Suspension Front

Double Cradle 2025 x 730 x 1050 mm 1290 mm 173 mm 109 kg

Telescopic Forks, Oil Damped Adjustable, 5 step, Oil damped Coil Spring

Rear Tyres Front Rear Fuel Tank Tank Capacity Brakes Front Rear

2.75 X 18" Ribbed 3.00 X 18" - 6PR Universal

13 Lts., Reserve 1.70 Lts.

130 mmDia. 130 mm Dia.

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Yamaha Libero G5

Specification Engine / Transmission Type Cubic Capacity Cylinder Arrangement Bore x

stroke Compression Ratio Maximum Power Max. Torque Seat height Rider/ Pillion
Rider) Start Gear Box Ignition Carburettor type
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4 Stroke, Single Cylinder, Air Cooled SOHC 106 CC Forward Inclined Single Cylinder
49.0 mm x 56.0 mm 9.0:1 7.6 PS / 5.59 kW @ 7500 rpm 7.85 Nm / 8 kg-m @ 6000 rpm 800
mm / 850 mm Kick Start 4 Speed CDI (Digitally Timing Advanced) Variable Venturi
Type
Transmission type Primary/Secondary reduction ratio

Four steps of regular engagement formula advance 3.722 (67 / 18) / 3.214(45 / 14)
1st: 3.000(33 / 11); 2nd:

Gear ratio

1.688(27 / 16); 3rd: 1.200(24 / 20); 4th:0. 875(21 / 24)

Clutch type Electrical Battery Headlight Lubrication System Fuel Meter Suspensions
Front Rear Brakes Front Rear Tyres Front Rear Dimension Overall height Overall
length

Wet, Multiple-disc

12V, 2.5 Ah 12V, 25W / 35W(Halogen-HS1) Compulsive pressure Wet Sump Indicates Fuel
Level

Telescopic fork suspension Swing arm suspension

Drum Brakes Drum Brakes

2.75" x 18" 4 PR 3.00" x 18" 6 PR

1050 mm 2000 mm

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Overall Width Wheelbase Ground Clearance Kerb weight Dry Weight Frame Type Fuel
Fuel Tank Capacity

730 mm 1290 mm 173 mm 119 kg 109 kg Double Cradle Type

13 Litres

It comes equipped with various striking features like 13 litres of newly introduced
techno graphics large fuel tank with side covers, fuel guage,etc. Its excellent
body lining with new graphic cover tail and new stylish air coops are catching the
eyes of many finicky bikers. It is found in different colours:  Red  Blue  Black

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Yamaha Alba 106

Yamaha Alba 106 is the gem unveiled by the Yamaha Motors, India which has been
incorporated with advent grade technological inputs. Beautifully blending the
youthful style with decency the new launch exhibits robustness and solidity, enough
to lure the buyers. Features beneficial in imparting these qualities to the bike
are its brawny muscled tank, well built side and rear panel. Economic & demanding
low maintenance, it offers optimum comfort to the rider. Salient features of this
amazing bike which makes it apt for rider‟s correct posture are:  Aerodynamic cowl
 Sturdy tank  Broad seat  Ergonomic seat  Handlebar  Knee recess on the petrol
tank Other Features Yamaha Alba 106 is appropriate for Indian driving conditions,
with its awesome spaced gear ratio which enables it to drive smoothly even in
congested

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conditions without repeated gear changing. Some of the attributes are listed below:
 106cc engine  Good combo of torque and mileage  Long lasting life  Innovative
designed indicators  Tail light  Four stroke bike  Powered by single cylinder 
Two-valve  Air cooled engine  Peak power of 7.6 PS at 7,500rpm  Maximum torque
of 7.85 Nm at 6,000rpm  Enhanced air induction system  Breathing engine reduces
exhaust emissions Available Colours:  Black  Blue  Red  Silver

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Yamaha RXG 135
Note: Company does not manufacture this model.

The present models of Yamaha are cashing in on the popularity gained by the Yamaha
RX100. Yamaha decided to launch upgraded models after the earlier model could not
conform to the emission standards. The first was the RXG 135. It made up for the
power loss due to improvement in the engine to tackle emission norms. However, it
could not match the performance and the expectation that people had developed about
Yamaha because of the RX 100. Then came the YEIS 135. There is a considerable
difference in performance due to changed gear ratio and tuning. The styling has
also been adapted to reflect a more contemporary ethos. This is finally a bike that
Yamaha lovers love to call their own.

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Escorts Ace
Note: Company does not manufacture this model. A product of contemporary
technology, it has a happy blend of hi-power hi-pick up 175cc, 10bhp engine with
ecolube and alfine cylinder for better cooling and longer engine life-ideal for
tropical climate. Its aerodynamic, modern styling reflects right from the front
fairing to the rear trims with integrated lights. Its longer wheel base, wide
tyres, better ground clearance and bigger brake drums make it a safe bike for the
Indian roads.

Yamaha RXZ
Note: Company does not manufacture this model. This is an entirely new look Yamaha,
achieved with the help of the side panel, matching headlight cover, engine guard
and fuel tank has enhanced the sale and the look of the bike. To go with the new
style is the 135cc engine that the Yamaha introduced with the RX 135. The engine
along with its styling changes brought the spirit of the RX 100 back into the
Yamaha RXZ. The addition of a tachometer to the Speedo consloe looks a bit
incomplete but has made up for the lack of instrumentation in the earlier models.
An addition is the headlight, which improves the styling, and also the aerodynamics
of the vehicle.

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Yamaha Motorcycles
Model Rajdoot Excel Yamaha Crux Yamaha R15 Rajdoot Standard Yamaha Enticer Yamaha
Escorts Ace Yamaha Gladiator  Gladiator Std  Gladiator DX Yamaha Libero G5 Yamaha
RXZ Yamaha RX 135 Yamaha YBX 125 Yamaha Gladiator Type JA Yamaha Alba 106 106cc
132cc 132cc 125cc 123.7 106cc Capacity 173cc 106cc 149.8cc 173cc 123.7cc 173cc
123.7cc

Yamaha Scooters and Mopeds Model Toro Rosa Toro Jazz Capacity 100cc 109.7cc

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Objective of Survey

The research was conducted with following objectives.  To screen the market
presence of the Yamaha Motor India Pvt. Ltd  To assess the level of satisfaction
among the customers.  To find out the perception of the customers and users about
Yamaha Bikes.  To find out the exception of the customers with regards to the
quality and services.  To find out the competitive strength of Yamaha Motor India
Pvt.Ltd.  To find out the effectiveness of marketing activities undertaken by
Yamaha Motor India Pvt. Ltd.  To find out customers awareness about the Yamaha
bikes and familiarises user about Yamaha bikes.  To assess the overall performance
of Yamaha Bikes.

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CHAPTER NO.2 RESEARCH METHODOLOGY 2.1
2.2 2.2.1 2.2.2 2.3 2.4 2.4.1 2.4.2 2.5 2.5.1 2.5.2 2.6 2.7 2.8 2.9 Research Design
Types of Data Primary Data Secondary Data Sources of Data Sample Plan Universe
Sample Size Method of Data Collection Questionnaire Formation of Questionnaire
Filed Work Data Analysis Technique Limitations Presentation of the Report

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Research Methodology:

2.1 Research Design:

Research Design is a arrangement of conditions and analysis of data in a manner
that companies relevance of data to be collected. The sample to be selected in a
manner in which the data so collected is to be organized. It constitutes the main
body of the research design. The present study conducted through a survey method
using a well-formed and framed questionnaire. The research design is the conceptual
structure within which research is conducted; it constitutes the blueprint for the
collection, measurement and analysis of data. As such the design includes an
outline of what the researcher will do from writing the Hypothesis and its
operational implications to the final analysis of data. The research deign used for
this project was exploratory in nature as there was no hypothesis to test. The
project provides some general information about Insurance industry of Pune city and
about customer’s preferences among the alternatives. So these can be general
information but not any specific result. It provides information about the actual
facts related to the target segment.

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2.2 Types of Data: 2.2.1 Primary Data:
Primary Data were collected by survey of customers in pune. Primary Data were
collected through personal interview with structure questionnaire. In all the
methods, Personal interview method was most suitable for the market survey.

2.2.2 Secondary Data:

The Secondary Data are, on the other hand, are those which have already been
collected by someone else and which have already been passed through statistical
process. Secondary Data were collected through Internet and Library.

2.3 Sources of Data:

The primary source was used in the research. The information gathered for this
project is differing from person to person as there is differences in each human
being. So the observation and the survey of the people are the primary sources of
data from this project. As such there is no secondary data available for the
information required for a particular matter. So the primary source of data
collection can only give the real and detailed information required for the
project.

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2.4 Sample Plan:
Sample Plan may be defined as the selection of some part of an aggregate or
totality on the basis of which a judgment or inference about the aggregate or
totality is made. In other words, it is the process of obtaining information about
an entire population by examining only a part of it.

2.4.1 Universe:
From a statistical point of view, the term „universe‟ refers to the total of the
items or units in any field of inquiry or to the total of items about which
information is desired. For the purpose of this study the universe has been defined
as “The set consisting of all the customer of Insurance in Pune city (Sinhgad
institute and sinhgad road)

2.4.2 Sample Size:

Sample Size means how many people should be surveyed. Large sample size gives more
reliable results than small one. Sampling is the method and selecting sample for
studying the position of universe in total. As here, we selected 50 people for
survey.

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2.5 Methods of Data collection:
Methods by which data are collected. The type of data collection begins after a
research problem has been defined and research design chalked out. Here the data
were collected through two methods. 1) Personal Interview Method. 2) Telephone
Interview Method.

2.5.1 Questionnaire:
A questionnaire consists of a number of questions printed or typed in a definite
order on a form or set of forms. A questionnaire is sent to the persons concerned
with request to answer the question and return the questionnaire. The questionnaire
is mailed to respondents who are expected to read and understand the questions and
write down the reply in the space meant for the purpose in the questionnaire
itself. The respondents have to answer the questions on their own. In this project
questionnaire were given to the 50 customer and information collected form those
questionnaires were used for data processing and analysis.

2.5.2 Formation of Questionnaire:

Formation of questionnaire could be structured or un-structured questionnaire.
Structured questionnaire are those questionnaire in which there are definite,
concrete and pre-determined questions. The form of the question may be either
closed ended questions (giving option such as yes or no) and

35
open ended questions(inviting free response) but this should be stated in advance
and not during questioning. When this characteristics are not present in a
questionnaire it can be term as un-structured questionnaire. In this project
structured questionnaire were used with closed and open ended questions in it. As
this form of questionnaire reduces the difficulty of the respondent while answering
the questions?

2.6 Field Work:

Field work is defined as the place where you have conducted your survey and with
whose help you have taken. Field work for this project was performed by me without
the help of any people. My Field work consists of questionnaire which I have
circulated among 50 customers so that I can get information that was required for
the project.

2.7 Data Analysis Technique:

The data after collection has to be processed and analyzed in a accordance with the
outline laid down for the purpose at the tine of developing the research plan. By
Analysis we mean the computation of certain indices or measures along with
searching for patterns of relationship that exist among the data groups.

36
For this project percentage method is used for the analysis of the available data.
With the help of percentage method the data has been converted into percentage and
has been represented with the help of graph.

2.8 Limitations:
1) The recommendations are based on the respondents, which may include an element
of bias. 2) Respondents are the representatives of others but opinion of these few
respondents may differ from a group of thousand people.

3) Span of time was very short. 4) More time require for completing a single
interview through a structured questionnaire. 5) Complete dependence of decision
making on the outcome of the research.

2.9 Presentation of report:

Presentation of reports starts with declaration which declares that the following
survey is done by me. Then guide certificate is attached which certify that this
project has been carried out by the student of S.Y B.B.A of Sinhgad college of
science for the fulfillment of BBA degree. Then list of table and graph has been
provided which enables the reader to know the number of table and

37
graph used in this project. It is then followed by the acknowledgement paper and an
executive summery of the project. Chapter no.1: Includes the introduction and
objective of the project. Chapter no.2: Includes the various research methodology
used for the preparation of this project. Chapter no.3: Includes data processing
and analysis. Chapter no.4: Includes major finding from the survey. Chapter no.5:
Includes the conclusion and the recommendations about the project from the analysis
of the data.

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Chapter 3

DATA PROCESSING AND ANALYSIS

39
ANALYSIS OF DATA AND PROCESSING
1. Which model of Yamaha do you own? The customers were asked which model they
owned. The response was recorded as under: Table no.1 NO.OF RESPONDENTS 12 11 5 2
16 4 50

ANSWER Enticer Gladiator Libero RX Crux Others Total

PERENTAGES 24% 22% 10% 4% 32% 8% 100%

8% 32% 10%

24% 22%

Enticer Gladiator Libero RX Crux

4%

Other

Diagram No.1 From the above table it is clear that 24% of the respondent owned
Enticer, 22% Gladiator, 10% libero, 4% RX, 32% of Crux and 8% of the respondent
owned model of Yamaha.

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 On what basis do you select Yamaha bikes? The customers were asked on which basis
they select Yamaha Bikes. The response was recorded as under: Table no.2 NO.OF
RESPONDENTS 9 4 11 7 12 7 50

ANSWER Style Comfort Performance Price-value Pick-up Mileage Total

PERCENTAGE 18% 8% 22% 14% 24% 14% 100%

14%

18%
24% 14% 22%

Style

8%

Comfort Performance Price Value Pick Up Milage

DIAGRAM NO. 2 From the above table it is clear that most of the respondent select
Yamaha bike on the basis of pick-up & performance. They also see the price value &
mileage of the bike.

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 Compared to other bikes available in the market, would you say that Yamaha bikes
are........? The response was recorded as under: Table no.3 ANSWER Much better
Somewhat better Same Worse Much worse Don‟t know Total NO.OF RESPONDENTS 3 17 16 4
2 8 50 PERCENTAGE 6% 34% 32% 8% 4% 16% 100%

4% 8%

16%

6%

Much Better
34% Somewhat better Same Worse

32%

Much Worse Don't Know

Diagram No.3 From the above table it is clear the compared to other bike available
in the markets Yamaha‟s bikes are somewhat better or same.

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 From where did you hear about Yamaha bikes? The customers were asked from where
you heard about Yamaha bikes. The response was recorded ea under:

Table no.4 ANSWER T.V Radio Newspaper Magazine Hoarding Friends\Relatives Total
NO.OF RESPONDENTS 37 0 3 3 2 5 50 PERCENTAGE 74 0 6 6 4 10 100

4% 6% 0% 6%

10%

T.V Radio Newspaper 74% Magazine Hoarding

Friends\Relatives

Diagram no.4 From the above it is clear that 74% of the respondents hear about the
Yamaha bike from T.V so we can say that T.V is the most sufficient advertising
method for Yamaha to promote its product.

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 How much do you spend per month on the maintenance of your Yamaha bike? The
customers were asked how much you spend on your bikes. The responce was recorded as
under:

Table no.5 ANSWER Below 500 500-1000 1000-2000 2000 & above Total NO.OF RESPONDENTS
18 22 7 3 50 PERCENTAGES 36% 44% 14% 6% 100%

14%

6% 36%

Below 500 500-1000 1000-2000

44%

2000&above

Diagram no.5 From the above table it is clear that 36% of the respondent spend
below 500, 44% spend 500 to 1000, 4% spend 1000 to 2000 & while only 6% spend above
2000 on the maintenance of their Yamaha bikes.

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 Are you satisfied with the performance of Yamaha bike? The customers were asked
are you satisfied with the performance of Yamaha bike. The response was as under:

Table n.6 ANSWER YES NO TOTAL NO.OF RESPONDENTS 44 6 50 PERCENTAGES 88% 12% 100%

12%

Yes No 88%

Diagram no.6 From the above table it is clear that 88% of the respondents are
satisfied with the performance of Yamaha bike while 12% of the respondents are not
satisfied.

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 Does the look of the bike matter while purchasing a Yamaha bike? The customers
were asked “Does the looks of the bike matter while purchasing of Yamaha bike?” The
response was recorded as under: Table no.7 ANSWER Yes No total NO.OF RESPONDENTS 50
0 50 PERCENTAGES 100% 0% 100%

0%

Yes No 100%

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 Which mode of payment do you prefer while purchasing Yamaha bike? The response
was recorded as under: Table no.8 ANSWER Cash Finance (credit) Total NO.OF
RESPONDENTS 17 33 50 PERCENTAGES 34% 66% 100%

34% Cash 66% Finance(Credit)

Diagram no.8 From the above it is clear that 34% of the respondent prefer cash
mode, while 66% prefer mode of finance for purchasing Yamaha Bikes.

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 Are you satisfied with the after sale – service provided by Yamaha bike ? The
customers were asked that if they were satisfied with the after sale service
provided by of Yamaha bike. The response was recorded as under: Table no.9 ANSWER
Yes No Total NO.OF RESPONDENTS 22 28 50 PERCENTAGES 44 56 100

44% 56%

Yes
No

Diagram no.9 From the above diagram we can say that Yamaha should increase it‟s
after sale service to satisfy its customers.

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 Do you always have your bike serviced at Yamaha service stations? The response
was recorded as under: Table no.10 ANSWER Yes No Sometimes Total NO.OF RESPONDENTS
38 7 5 50 PERCENTAGES 76% 14% 10% 100%

10% 14% Yes No 76% Sometimes

Diagram no. 10

49
 How many Yamaha bike you have owned until now? The customers were asked “How many
Yamaha bike you have owned until now “. The response was recorded as under: Diagram
no.11 ANSWER One Two Three Total NO.OF RESPONDENTS 12 8 16 50 PERCENTAGES 24% 16%
32% 100%

24%

32% One
Two Three 16%

Diagram no.11

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 Would you like to add any special features in your Yamaha bike? The response was
recorded as under: Diagram no.12 ANSWER Style\Looks Electric Start Disc Brakes New
Colours Others Total NO.OF RESPONDENTS 6 14 10 8 12 50 PERCENTAGES 12% 28% 20% 16%
24% 100%

24%

12% Style\Looks 28% Electric\Start Disc Brakes New Colour 20% Others

16%

Diagram no.12 From the above table it is clear that respondent want to add electric
start, disc brakes etc. in Yamaha bikes. They also want to see Yamaha bike in new
styles and colours. While some respondent had suggest to reduce price, to increase
in mileage, put comfortable seats.

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Chapter 4

MAJOR FINDINGS

52
Major Findings
 Mostly the customers are in the age group of 20-30 years.  There is a large
portion of the service class in the customer population followed by student and
business class.  Yamaha Motor India Pvt. Ltd. has a market share of about 10% in
the two wheeler automobile industry.  66% of the customer would like to finance
their bike while purchasing.

 Yamaha brand is perceived as having good power and technically sound\less

maintenance bikes. Many perceive its features as “just what I need”.  The dealer‟s
network is not strong and time to get bike service need is also not satisfactory
where as quality of service, availability of spares, service cost and treatment by
dealer are satisfactory.  The marketing efforts undertaken by Yamaha are not so
aggressive as compared t competitors in the market.  The awareness about Yamaha
bikes is created through mainly broadcast media and print.

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CHAPTE NO .V

SUGGESTIONS AND RECOMMENDATIONS

54
SUGGESTIONS

After looking into the finding of the survey! I would like to give some suggestion
to the company. So that Yamaha India Pvt. Ltd. can increase its share in the two
wheeler automobile market. It has been found in the survey that Yamaha bikes are
facing problems due to its features of motorcycle. The customers are basically
complaining about the mileage, which is the major problem the bike is facing. Apart
from the survey, what I feel is that the reason of motorcycle sale not picking up
in the market as compared to other brands is the lack of aggressive marketing I
would like to give 40% of the reasons of not picking up sales of bike to its
product and 60% to the improper marketing strategy which is the main reasons as to
why the company is not able to increase its share in the market. Company must focus
its attention on the marketing aspects of motorcycle segment because I found to
that there is still lack of awareness of the product in the market which is a
matter that has to be carefully looked upon strategically and move forward to
strive for excellence in the market. In the end, I would say that the customer
satisfaction should be the main target and mission of the company of the company to
create the brand loyalty among the customer.

55
CONCLUSION

 The Yamaha bikes are perceived as power bike in the market.  There is need to
reposition Yamaha bikes as mileage is the most attractive factor in the Indian
Customer‟s mind.  The company needs aggressive marketing efforts.  The customer
satisfaction level is up to the mark.  The company has about 10% market share in
the two-wheeler segment of automobile industry.

56
ANNEXURE

A: QUESTIONNAIRE B: LIST OF CONTACT MADE C: BIBLIOGRAPHY

57
QUESTIONNAIRE
Please tick your appropriate choice.
NAME:..............................................................................
..... AGE:................ OCCUPATION: [ [ GENDER: [ ] Service. ] Student. [ ]
Male. [ [ ] Female.

] Business.

] Others. (Please Specify :................)

1. Which model of Yamaha do you own? [ ] Enticer [ ] Gladiator [ ] Libero [ ] RX

[ ] Crux [ ] Others 2. On what basis do you select YAMAHA Bikes? [ ] Style\Looks
[ ] Comfort [ ] Performance [ ] Price Value [ ] Power\Pick up [ ] Mileage 3.
Compared to other bikes available in the market, what would you say that YAMAHA
Bikes are....? [ ] Much better [ ] Some what better [ ] Same [ ] Worse [ ] Much
worse [ ] don‟t know 4. From where did you hear about YAMAHA Bikes? [ ] T.V [ ]
Radio [ ] Newspaper [ ] Magazine [ ] Hoarding [ ] Friends\Relatives 5. How often do
you ride YAMAHA Bikes? [ ] Daily [ ] Once a week [ ] Very rarely [ ] can‟t say (49)
58
6. How many YAMAHA Bikes you have used until now? [ ] One [ ] Two [ ] Three [ ]
More 7. How much do you spend per month on maintenance of your YAMAHA Bikes? [ ]
below 500 [ ] 500-1000 [ ] 1000-2000 [ ] 2000-above 8. Are you satisfied with the
performance of your YAMAHA Bikes? [ ] Yes [ ] No 9. Does the look of the bikes
matters while purchasing YAMAHA Bikes? [ ] Yes [ ] No 10.Did you get influence by
promotion activities like advertisements while buying your YAMAHA Bikes? [ ] Yes
[ ] No 11.Which mode of payment do you prefer while purchasing YAMAHA Bikes? [ ]
Yes [ ] No 12.Have you taken a loan for buying YAMAHA Bikes? [ ] Yes [ ] No 13.Are
you satisfied with the after sale-service provided by “YAMAHA”? [ ] Yes [ ] No
14.How often do you take your YAMAHA Bike for servicing? [ ] Once a month [ ] Once
in two month [ ] After more than two month 15.Do you always get your bike serviced
at YAMAHA service station? [ ] Yes [ ] No [ ] Sometimes

59
16.Would you like to add any special features in your YAMAHA Bikes? [ ] Style [ ]
Electric Start [ ] Disc brakes [ ] New colours [ ] Other
(specify..................................)

*****THANKS FOR YOUR VALUABLE TIME*********

60
LIST OF CONTACT
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23.
24. ROSHAN KUMAR SHIV KUMAR ROMAL KUMAR SINHA SANDEEP RUNGTA SAKET ANAND MANAN
MEHRA RAJAN KHANDELWAL BICKY SHAH SAJIB SHAH AKASH OJHA HIMANSHU MITTAL ANKIT
CHAUDHARY SUMIT PATNI PIYUSH MITTAL ABHISHEK KUMAR SINGH ANKIT MISHRA SHREYS
RAJENDRA AHUJA SANJEEV KUMAR KUNAL VAIBHAV VEENIT BILAL ANSHUL

61
25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45.
46. 47. 48. 49. 50.

ABHISHEK KEDIA SUDHIR MITTAL VIJAY SINGH AKHILESH KUMAR AMIT SINGH NILESH VINAY
DEEPAK KUMAR HITESH DHIR RAVI SONU SINGH AMAN ANIT MIKU ROHIT KUMAR RATANLAL VIRAJ
VIKRAM BABA SHAIB PATARE BHARGAW MILAN CHINTAN DEV UNNAT KHETAN ASHISH JHA MANISH
KUMAR

62
BIBLIOGRAPHY
Books:
 . Research Methodology (Second Edition)

-By C. R .KOTHARI

Websites:
 www.msnsearch.com  www.google.com

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