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CUSTOMER SATISFACTION:
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. According to Harold E Edmondson “ Customer Satisfaction” seems to appear in print more frequently than any other catch phrase used to describe a new found magic for industrial success. Before we proceed in to the study of the dynamics of Customer Satisfaction it is important to know about, who a customer is and what satisfaction really means.

AUTOMOBILE INDUSTRY: In India there are 100 people per vehicle, while this figure is 82 in china. It is expected that Indian automobile industry will achieve mass motorization status by 2014. SNIPPETS The first automobile in India rolled in 1897 in Bombay India is being recognized as potential emerging auto market Foreign players are adding to their investments in Indian auto industry Within two-wheelers, motorcycles contribute 80% of the segment size Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%) Tata motors dominates over 60% of the Indian commercial vehicle market 2/3rd of auto component production is consumed directly by OEMs. India is the largest three-wheeler market in the world. India is the largest two-wheeler manufacturer in the world. India is the second largest tractor manufacturer in the world. The number one global motorcycle manufacturer is in India India is the fourth largest car market in Asia-recently crossed the 1 million mark.

NEED OF THE STUDY:
Most marketers see the goal of marketing as those of maximizing not consumption but customer satisfaction every company exist because they produce goods or services as required by the customer. So it is very important that these which the company produces should satisfy the needs of customers.

wheeled vehicle. • To study about the various factors influencing the customers. •To know the awareness of the 2. . •To find the opinions and suggestions of the customer of Yamaha.OBJECTIVES OF THE STUDY: •To Know the Customer satisfaction Towards Yamaha.

suggestions of the customers for the Yamaha motor Brand. . •From the company point of view it gets the feedback and suggestions from the customers and thus can implement different sales and promotion activities. perceptions. views. •From the student point of view it helps me to understand how many are aware of the brand and to know about the industry.SCOPE OF THE STUDY: •The study will allow knowing the opinions. attitudes.

4 Communication Problem : The accurate decision cannot be taken by the information collected. Limited Area : The area covered in this project was only Nalgonda Few interaction: There was little interaction with the people as we were only limited within area. Therefore it was a major limitation of the study. people were relucate while giving their personal information . Here following are some limitations under which I had to work to as shown below: 1. 3.LIMITATION OF THE STUDY: However I have tried my best in collecting the relevant information yet there are always present some limitations under which researcher has to work. Limited time: There was limited time in which this project has to be completed. 2.

which is selected according to the easy and convenience of the researcher. research design.RESEARCH METHODOLOGY: Research methodology describes how the research study was undertaken. Sample size: The number of samples collected by the researcher is 100 customers. Sampling procedure / Sampling method: The sampling method used for this study is convenience sampling. This includes the specifications of source of data. the sampling method and the tools used. Duration of project: The duration of project work is about 45 days Population: Population for this research is set of customers those who are using with Bsnl in Nalgonda. Sample units: The sampling units used by the researcher for this research. and method of data collection. are those who are using with yamaha. SAMPLE DESIGN: Geographical area: The study is conducted in Nalgonda. .

Questionnaire The questionnaire is prepared in a well-structured form so that it is easily understandable and answerable by everyone. RESEARCH INSTRUMENT: Research instrument used for data collecting is questionnaire and interview schedule. Interview Schedule The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. . The researcher used structured questionnaire. for further analysis. multiple choice questions and dichotomous questions. The type of questions include in the questionnaire are open-ended questions. Secondary data: Here the researcher collected secondary data from the company profile. Then the responses are filled up in the questionnaire.SOURCE OF DATA Primary data: The researcher collected both by direct survey from the dealer’s through questionnaire. industry profile and official web sites.

FRAME WORK OF ANALYSIS:STASTICAL TOOLS USED FOR ANALYSIS: The researcher carries out analysis through various statistical tools. •Simple percentage analysis •Bar diagrams •Pie charts . The statistical analysis is useful for drawing inference from the collected information.

TWO WHEELERS •BAJAJ •HERO HONDA •TVS •SUZUKI •YAMAHA •KINETIC •ROYAL – ENFIELD •HONDA •MAHINDRA . •The number one global motorcycle manufacturer is in India •India is the fourth largest car market in Asia-recently crossed the 1 million mark. •India is the second largest tractor manufacturer in the world. while this figure is 82 in china. Industry Overview: SNIPPETS •The first automobile in India rolled in 1897 in Bombay •India is being recognized as potential emerging auto market •Tata motors dominates over 60% of the Indian commercial vehicle market •India is the largest three-wheeler market in the world. It is expected that Indian automobile industry will achieve mass motorization status by 2014. •India is the largest two-wheeler manufacturer in the world.AUTOMOBILE INDUSTRY: In India there are 100 people per vehicle.

surajpur-201306 Tel:(91)-(120)-2351193 Yamaha Motors India (YMI) is a 100% subsidiary of Yamaha Motor Corporation of Japan.lwata-shizuoka-ken.1955 (Yamaha Japan) Motorcycle manufacturing 2500 Shingai. Presently 10 models roll out of these two plants. which supports the production of motorcycles for domestic as well as overseas market. Quick Facts Segment & Brands of Yamaha •Yamaha Albaz •Yamaha Crux •Yamaha Gladiator •Yamaha Libero G5 •Yamaha MT 01 •Yamaha YZF R1 .jan A-3. The company has its manufacturing unit in Faridabad and Surajpur. Year of Establishment Industry International Headquarter Corporate Office July 1.LTD.COMPANY PROFILE YAMAHA MOTORS INDIA PVT.Surajpur Ind.Area Noida Dadrt Road.

Customer’s attitude to be that so long as people “buy” their products then the products must be accepted. Another situation is when the organization don’t have clue of their customers perception and don’t care either the org may believe that it is in a monopoly situation and its customers can’t go else where. Secondly. a business term. customer expectations may change customer tastes may move on. If standards don’t rise and service evolve and then download sales will appear.CUSTOMER SATISFACTION: Customer satisfaction. is a measure of how products and services supplied by a company meet or surpass customer expectation. A worse situation arises when the organizations haven’t got a clue of the customer’s perceptions but think they have. Many organizations have not got a clue about the customers perceive the goods and services they supply. Firstly. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. . the fact that a product or services may be accepted does not mean that it will continue to sell. customer may buy a given product of services simply because there is no other option and they would prefer to purchase what you are offering them to go out altogether. Competitors may see opportunities.

the next group is 25-30 years i. 25-35 c.e.e. the remaining age groups are30-35and 18-25 years having 22 and 16 respectively. . Which age group of customer prefer bike most? a.1. 38. 35-45 d. about 45 Age group No. 18-25 b. of respondents Consumer response% 18-25 years 25-30 years 30-35 years 16 24 22 16 24 22 38 100 Above 35 years 38 Total 40 35 100 30 25 20 15 10 5 0 18-25years 25-30years 30-35years above 35 INTERPRETATION: From the above table shows that the respondents of the age group of years above 35 i.24.

. the business respondents are having 40. the students are 16. Of respondents Consumer response% Employees Business Students Others Total 44 40 16 0 100 44 40 16 0 100 45 40 35 30 25 20 15 10 5 0 employees business student others INTERPRETATION: The above table represent that the employee respondents are in the study having 44. How do professional/occupational people show their preference towards motor bike? a) Employee b) Business c) Student d) Others Occupation No.2.

000-1.000 Total 24 42 24 10 100 45 40 35 30 25 20 15 10 5 0 25.000 Between Rs.e. of Consumer response% 24 42 24 10 100 respondents Rs. 00.000respodents i.000 Between Rs.000 d) More than Rs.000 More than Rs.000-1. 00.50.00.000 INTERPRETATION: The above table reflects that the between. 000 to 50. 00. 25. 25.00. the next numbers are 50. 000 to 1. 00.3.000to 50. 1. How do income wise customers show their interest towards motor bike? a) Rs.25.000 above1. . 00. 25.000 to 50.000 numbers of respondents in the study having 42.000 to 1. 000 Income Pm No.1.000 25.000 b) Between Rs. 50. 10.000 50.000 c) Between Rs. 25.000 and up to 25. 00.000 having 24 and next followed by more than 1.000-50.

Which vehicle do you own currently from Yamaha? a) Alba b) Crux c) Gladiator d) Libero G5 Models of cars No. and Crux models are 20. Of respondents Consumer response % Alba Crux Gladiator Libero G5 TOTAL 22 20 24 34 100 22 20 24 34 100 35 30 Alba 25 20 15 10 5 0 Crux Gladiator Libero G5 INTERPRETATION: The above table shows that the respondents are having Libero G5 models are 34.4. Alba models are 22. . Gladiator models are 24.

Of respondents 16 40 24 20 100 Consumer response % 16 40 24 20 100 40 35 30 25 20 15 10 5 0 low maintenance style brand image mileage INERPRETAION: The above table shows that the number of respondents are given preference to brand image is 40.5. Why did you choose the Yamaha? a) Mileage b) brand image c) style d) low maintenance Factors Mileage Brand image Style Low maintenance Total No. next preference given to style is 24. . next preference to low maintenance is 20 remaining are followed by mileage is16.

were the operating controls (switches and lavers) and basic Mechanical functionalities of the bike explained to you? a) Yes b) No Explanation about the bike Yes No Total 100 0 100 No of respondents Customer response% 100 0 100 Operating Controls NO. no is 0 . 100 INTERPRETATION: The following table shows that the respondents are at the time of delivery were the bike operating control and the service schedule explained by showroom employees yes is 100.6. 0 YES NO YES. At the time delivery.

. 100 INTERPRETATION: The following table shows that the respondents are at the time of purchase were the bike test drive by showroom employees yes is 100. Were you offered test drive? a) Yes b) No Offered No of respondents Customer response% Yes No Total 100 0 100 100 0 100 offered test drive NO. no is 0. 0 YES NO YES.7.

8. respondents Of Customer response % 75 25 100 YES NO TOTAL 75 25 100 Respones Yes No INTERPRETATION: The above table shows that the respondents are yes is 75. No is 25. Are you satisfied with your vehicles mileage? a) Yes b) No Satisfied No. .

3.9. Are you satisfied with the sales and service promotion of SaiRam Motors? a) Highly Satisfied b) Satisfied c) Moderate d) Dissatisfied TABLE: GRAPH: S. Criteria Highly Satisfied Satisfied Moderate Dissatisfied Total Dissatisfied 2% Moderate 24% No. 24% of customers are Moderate and remaining 02% are dissatisfied towards the sales and service promotions’ of Yamaha sairam motors. 2. . 4. 34% of customers are satisfied. of respondents 40 34 24 02 100 % of respondents 40% 34% 24% 02% 100 Response Highly Satisfied 40% Highly Satisfied Satisfied Moderate Satisfied 34% Dissatisfied INTERPRETATION: About 40% of the customers are Highly Satisfied toward the sales and service promotions’ of Yamaha sairam motors.No 1.

Which company do you think provides better after sale service? a) Yamaha b) Others Criteria Yamaha Others Total No of respondents 55 45 100 customer response% 55 45 100 Response Yamaha Others INTERPRETATION: The above table shows that 55% of respondents said Yamaha is provides better after sales services and remaining are 45% said other brands. .10.

No 1. . Criteria YES NO Total No. Is the opening and closing time of showroom convenient? Timings: Opening_________ Lunch ___________ closing _________ TABLE: GRAPH: S. of respondents 76 24 100 % of respondents 76% 24% 100 Response NO 24% YES NO YES 76% INTERPRETATION: About 76% of customers recommend to their customers about Yamaha and remaining 24% of customers do not recommend Yamaha to their customers. 2.11.

YES NO Total 85 15 100 85% 15% 100 INTERPRETATION: The above table shows that the respondents are yes is 85. of respondents % of respondents 1.No Criteria No. 2. contact you after the delivery of new bike to ensure every Thing was satisfactory? a) Yes b) No Response Yes No S. No is 15.12. Did any of our staff. .

13.No Criteria No. 24% of customers are Might not and remaining 02% are definitely not. Assuming you were to buy another Yamaha bike today. of respondents % of respondents 1. S. 2. 3. Definitely Probably Might not Definitely not Total 40 35 30 25 20 15 10 5 0 40 34 24 02 100 40% 34% 24% 02% 100 Definitely Probably Might not Definitely not INTERPRETATION: About 40% of the customers are definitely buy the Yamaha sairam motors. . how likely are to buy your from this customer? a) Definitely b) Probably c) Might not d) Definitely not. 34% of customers are probably. 4.

14. __________________________________________________________________ . Please give your comments/suggestions to enable us to improve services at this Yamaha authorized showroom.

•The major supports required to customers are Promotional schemes and service from the company. •According to customers outdoor advertisement and electronic media are consider to be more effective to promote Yamaha. •Most of the customers’ rated that the Quality of Yamaha is very good. •Most of the Dealers also deal with other brands to satisfy the need of various customers.FINDINGS: •The above table shows that the respondents are having Libero G5 models are 34. Alba models are 22. . •Overall 85% of the customers rated Yamaha as Good. and Crux models are 20. Gladiator models are 24. •The major promotional factor which influenced the customers to choose Yamaha is Service.

•Most of the customers report price is below the satisfactory level for the product. prizes etc.SUGGESTIONS: •Customers should be encouraged through arranging special meetings. •Most of the customers suggested for More Models. . •Promotional activities should be improved like discounts. •Improve awarding the customers who own the more bike and more years. •In time delivery (service) should be improved. so company should go for more advertisements in mass media and outdoor advertisements to promote their brand. •As media impact is more. gifts. •Regular feedback should be improved.

. •The company is having a good customer network and it is maintaining good relations with them i. . •The price of Yamaha is matching with the quality of the cement •With the ideal promotional strategies and increasing the satisfactory level of the customers the company can grow and become a market leader in the future.e.CONCLUSIONS: Yamaha is one of the fast moving brands in Andhra Pradesh. the service rate of the company is good. The company is holding a good market share which is the result of efforts made by the company management and the executives. From the market survey we can conclude that: •Supply and quality factors are fetching to the movement of brand.

were the operating controls (switches and lavers) and basic Mechanical functionalities of the bike explained to you? a) Yes b) No 7. 00. 25.000 c) Between Rs. 00. 18-25 b.50. 000 to 1. Why did you choose the Yamaha? a) Mileage b) brand image c) style d) low maintenance 6. How do income wise customers show their interest towards motor bike? a) Rs. At the time delivery. 000 4. Were you offered test drive? a) Yes b) No . How do professional/occupational people show their preference towards motor bike? a) Employee b) Business c) Student d) Others 3. about 45 2. 000 to 50.QUESTIONNAIRE: 1. Which age group of customer prefer bike most? a.000 b) Between Rs.25. 25-35 c. Which vehicle do you own currently from Yamaha? a) Alba b) Crux c) Gladiator d) Libero G5 5.000 d) More than Rs. 35-45 d.1.

how likely are to buy your from this customer? a) Definitely b) Probably c) Might not d) Definitely not. 14. Assuming you were to buy another Yamaha bike today. Did any of our staff. Are you satisfied with the sales and service promotion of SaiRam Motors? a) Highly Satisfied c) Moderate b) Satisfied d) Dissatisfied 10. Which company do you think provides better after sale service? a) Yamaha b) Others 11. Is the opening and closing time of showroom convenient? Timings: Opening_________ Lunch ___________ closing _________ 12. _______________________________ . Please give your comments/suggestions to enable us to improve services at this Yamaha authorized showroom.8. contact you after the delivery of new bike to ensure every Thing was satisfactory? a) Yes b) No 13. Are you satisfied with your vehicles mileage? a) Yes b) No 9.

S.YAMAHA.ENCYCLOPEDIA.RamaSwa Prentice Hall Marketing Marketing management my India Rajan Saxena Prentice Hall India .COM WWW. Kothari Hill Pearson Education Principles of V.BIBLIOGRAPHY: WEB SITES: WWW.COM Book Name Marketing Author Philip kotler Publisher Tata McGraw management Marketing research C.R.