SUMMER TRAINING REPORT

On

SALES ACTIVITIES AND PROMOTIONAL OF

YAMAHA BIKES
UNDERTAKEN AT YAMAHA MOTORS
LTD,DEHRADUN
SUBMITTED to the Uttaranchal University in partial fulfillment
ofthe requirements for the award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION

Submitted by
ARMAN ALI

Enrollment No.: UU140800127

Under the guidance of

MR.Anil K S CHAUHAN

(Batch: 2014-2017)

FACULTY OF MANAGEMENT AND BUSINESS

STUDIES
UTTARANCHAL UNIVERSITY, DEHRADUN

1
2
 ACKNOWLEDGEMENT

I want to acknowledge the attempts of all the people who really showed me the path
to reach the final destination of my project.

I expressed my thanks to Mr. Anil K S CHAUHAN (Faculty of Management

Uttaranchal University, Dehradun(Project Guide) & all the Staff members of the
department for their help and encouragement throughout my project work.

I owe a debt of gratitude to my parents and friends, without whom I would not have
been able to achieve this objective.

ARMAN ALI
BBA vthSEM.

3
TABLE OF CONTENT

4
TITLE PAGE
Company Certificate (i)
Acknowledgement (ii)

Table of Contents (iii)

Chapter 1: INTRODUCTION TO PROJECT 6-12

Chapter 2: Executive Summary 13-14

Chapter 3: COMPANYPROFILE 15-35
Chapter 4: RESEARCH OBJECTIVES AND METHODOLOGY 36-39
Chapter 5: DATA ANALYSIS AND INTERPRETATION 40-56
Chapter 6: FINDINGS, SUGGESTION AND CONCLUSION 57-61
Annexure: 62-64
(a) Questionnaire (if any)
(b) Bibliography

Questionnaire (if any) 64-68

Bibliography 69

5
 CHAPTER-1

INTRODUCTION
TO TOPIC

6
INTRODUCTION
Research means detailed study of a problem. Here, the details of the marketing problem
are collected and studied, conclusions are drawn and suggestions are made to solve the
problem quickly, correctly and systematically. In MR, specific marketing problem is
studied in depth by collecting and analyzing all relevant information and solution are
suggested to solve the problem which may be related to consumers, product, market
competition, sales promotion and so on.

MR is special branch of marketing management. It is comparatively of recent in origin.

MR acts as an investigative arm of a marketing manager. It suggests solution on marketing
problem for the consideration and selection by a marketing manager. MR also acts as an
important tool to study buyer behaviour, changes in consumer life-style and consumption
patterns, brand loyalty and forecast market changes.

In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the one
hand and sales promotion on the other hand. It is rightly treated as the soul of modern
marketing management. MR suggests possible solution on marketing problem to
marketing manager for his consideration and final selection. It is rightly said that the
beginning and end of marketing management is marketing research. It is primarily used to
provide information needed to guide marketing decision, market mix. It acts as a support
system to marketing management.

INCREASING NEED OF MARKETING RESEARCH

1) Growth and complexity of markets:- Markets are no more local in character. They
are now national and even global in character. The marketing activity is becoming
increasingly complex and broader in scope as more firms operate in domestic and
global markets. Manufactures find it difficult to establish close contact with all
markets and consumers directly. Similarly, they have no control on the marketing
system once the goods are sold out to middlemen. This situation creates new problem
before the manufacturers which can be faced effectively through MR as it acts as a
feed-back mechanism to ascertain first hand information, reaction, etc. of consumers
and middleman. Marketing activities can be adjusted accordingly.
2) Wide gap between producers and consumers:- marketing research is needed as
there is a wide gap between producers and consumers in the present marketing
7
 system. Due to mass scale production and distribution, direct contact between
producers and consumers. Producers do not get dependable information as regards
needs, expectation and reactions of consumers, they are unable to adjust their
products, packaging, prices, etc. as per the needs of consumers. The problem created
due to information gap can be solved only through MR as it possible to establish
contact with consumers and collect first hand information about their needs,
expectation, likes, dislikes, preferences and special features of their behaviour. Thus,
MR is needed for removing the wide communication gap between producers and
consumers.

3) Changes in the composition of population and pattern of consumption: - In India,

many changes are taking place in the composition of population. There is a shift of
population from rural to urban areas. There have been considerable changes in the
consumption and expenditure patterns of consumers in India. The incomes of the
people, in general, are rising. This brings corresponding increase in their purchasing
capacity and buying needs and habits. The demand for consumer durables is fast
increasing. The market are now flooded with consumer durables like TV sets and so
on. Manufacturers are expected to know such qualitative and quantitative changes in
the consumer preferences and their consumption pattern. For achieving this objective,
MR activities are necessary and useful. In brief, MR is needed for the study of
changes in the pattern of consumption and corresponding adjustment in the marketing
planning, policies strategies.

4) Growing importance of consumers in marketing:-Consumers occupy key position

in modern marketing system. They are now well informed about market trends, goods
available, consumer rights and protection available to them through consumer
protection acts, the growth of consumerism has created new challenges before
manufacturers and traders. Even growing customer expectations create situation when
manufacturers have to understand such expectations and adjust the production policies
accordingly. Indifference towards consumer expectations may lead to loss of business.
In the present marketing system, consumers cannot be taken for granted. Marketing
research particularly consumer research gives valuable data relating to consumers. It
is possible to use such data fruitfully while framing marketing policies. Thus,
marketing decisions can be made pro consumer through marketing research activities.

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Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a number of

both psychological and physical variables which correlate with satisfaction

behaviors such as return and recommend rate. The level of satisfaction can also vary

depending on other options the customer may have and other products against

which the customer can compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the

effort of quantitative measurement. These ten domains of satisfaction include:

Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-

departmental Teamwork, Front line Service Behaviors, Commitment to the

Customer and Innovation. These factors are emphasized for continuous

improvement and organizational change measurement and are most often utilized

to develop the architecture for satisfaction measurement as an integrated model.

The basis for the measurement of customer satisfaction is by using the gap

between the customer's expectation of performance and their perceived

experience of performance. This provides the measurer with a satisfaction "gap"

which is objective and quantitative in nature customer satisfaction equals

perception of performance divided by expectation of performance.

Marketers in recent times have realized the importance of marketing orientation,

and this is being reflected in the application of marketing mix elements.

Consumers needs are fundamental to the formulation of any marketing strategy,

from developing a communication plan. It may be worthwhile to explore the

intricate aspects of consumer satisfaction level which focuses on consumer

needs. These concepts enable marketers to analyze the acceptability of strategies

planned by them.

9
Even though we cannot know everything that is to be known, we do need some

in depth knowledge about the consumers, starting with who is he. Is there a real

Indian customer or there is a set of stereotype. All the conventional wisdom in

market research tends to favor the view that that there are distinct types, and we

need to isolate them according to some parameter and label them.

Customer satisfaction as the key element for success in business is a major

concern for any industry. In this paper I have tried to propose a how customer

satisfaction level can affect the performance of an organization.

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.

There is a substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an indication

of how successful the organization is at providing products and/or services to the

marketplace.

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Selecting Target Market

A review of marketing opportunities often helps in identifying distinct consumer

segments with very distinct wants and needs. Identifying these groups, learning

how they behave and how they make their purchase decisions enables the

marketer to design and market products or services particularly suited for their

wants and needs.

Based on earlier done research following conclusion were drawn about

Yamaha as a Brand in two wheeler industry:

Yamahas objective It produces bikes that have speed and power

irrespective of the mileage.

Customers age 22-25 years.

Income group -Upper middle class and high class

Profession Students and young executives

Style

Performance

Value of money

Based on earlier research done Hero Honda, Bajaj Auto and Enfield motorcycles

have come out tops in the customer satisfaction ratings in the 2007 TNS

Motorcycle Total Customer Satisfaction Study conducted by TNS Automotive.

The study says that newly launched motorcycles including the Splendor NXG and

CBZ Extreme from Hero Honda, Discover 135 from Bajaj Auto and Bullet 350

from Enfield have been ranked highest in their respective segments.

The study was conducted by compiling responses of more than 7,000 new

11
motorcycle buyers as regards the performance of more than 50 models across

parameters like sales satisfaction, product quality, motorcycle performance and

design, after-sales service, brand image, and cost-of-ownership.

The index score provides a measure of satisfaction and loyalty that a given model

or brand enjoys among its customers.

The study also found that the expectation of the buyer of standard motorcycles

(entry level bikes) has gone up from the previous level, now the buyer also expects

similar attention and commitment as the buyer of higher value bikes.

Styling of the bikes in executive segment is gaining importance in overall customer

satisfaction. In transacting with the service dealer, competitive pricing and

explanation have gained importance as well as have high impact on retention.

For the upper executive segment latest technology and style have gained

importance. Explanation of feature and benefit gained in terms of stated

importance while Salesperson knowledge impacts largely on retention.

Premium segment buyers are at the center of focus for all of the manufacturers that

have educated the customer and empowered him to buy consciously after

comparing all the options, now he expects manufacturers to give him the best

technology, he questions salesperson and look for the best financing options

available and demands quick service.

For future purchases the preference for motorcycles with high engine capacity

(160cc and above) is seen in all four regions of the country however it is almost

70% in south closely followed by west. Across the country, close to 24% of current

motorcycle owners intend to upgrade to a four-wheeler as their next vehicle. The

propensity to upgrade to a car is higher in the north as compared to other parts of

the country.

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Chapter 2
EXECUTIVE SUMMARY

13
In the broad sense research report is necessary to make the student of professional
institutions familiar with the business environment. This not only helps professionals
to speedily accommodate themselves in business but also to have better usage of their
studies.

To be dynamic, strategic & work aggressively they need to know the policies,
procedures and trends going in the present business environment apart from their
studies. The research fulfills all these needs.

The main source of the study is primary data collected from the customer and retail
stores.
The various modern and standard tools to achieve the objective of the study carry out
the analysis of the data.

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CHAPTER-3

COMPANY

PROFILE

15
 COMPANY PROFILE
About Yamaha motors India sales 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 as well, bringing the Indian operations under
its complete control as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.

India Yamaha Motor operates from its state-of-the-art-manufacturing units at

Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles
both for domestic and export markets. With a strong workforce of 2000 employees,
India Yamaha Motor is highly customer-driven and has a countrywide network of
over 400 dealers.

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The company pioneered the volume bike segment with the launch of its 100 cc 2-
stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke
and 4-stroke bikes in India. Presently, its product portfolio includes Crux (100cc),
Alba (106cc) and Gladiator (125cc), and YZFR15 (150cc).

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".

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.

17
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.

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.

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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.

Manufacturing Process:

IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad

(Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two
Yamaha Plants.
The infrastructure at both the plants supports production of motorcycles and it's
parts for the domestic as well as oversees market. At the core are the 5-S and TPM
activities that fuel our agile Manufacturing Processes. We have In-house facility for
Machining, Welding processes as well as finishing processes of Electroplating and
Painting till the assembly line.

The stringent Quality Assurance norms ensure that our motorcycles meet the
reputed International standards of excellence in every sphere.as an
Environmentally sensitive organization we have the concept of "Environment-
friendly technology" ingrained in our Corporate Philosophy. The Company boasts
of effluent Treatment plant, Rain water - Harvesting mechanism, a motivated
forestation drive. The IS0-14001 certification is on the anvil - early next year. All
our endeavors give us reason to believe that sustainable development for Yamaha
will not remain merely an idea in pipeline.We believe in taking care of not only
Your Motoring Needs but also the needs of Future Generations to come.

Corporate Philosophy:

For society, for the world

Yamaha works to realize
Our corporate mission of realizing Kando

Yamaha Motor is a company that has worked ever since its founding to build
products defined by the concepts of high-quality and high-performance and
light weight and compactness as we have continued to develop new technologies
in the areas of small engine technology and FRP processing technology as well as
control and component technologies.
It can also be said that our corporate history has taken a path where people are
the fundamental element and our product creation and other corporate activities
have always been aimed at touching peoples hearts. Our goal has always been to
provide products that empower each and every customer and make their lives more
fulfilling by offering greater speed, greater mobility and greater potential.
Said in another way, our aim is to bring people greater joy, happiness and create
Kando* in their lives.
As a company that makes the world its field and offers products for the land, the
19
water, the snowfields and the sky, Yamaha Motor strives to be a company that
offers new excitement and a more fulfilling life for people all over the world and
to use our ingenuity and passion to realize peoples dreams and always be the ones
they look to for the next Kando.

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Industry profile

The Indian automotive industry consists of five segments: commercial vehicles;

multi-utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors.
With 5,822,963 units sold in the domestic market and 453,591 units exported
during the first nine months of FY2005 (9MFY2005), the industry (excluding
tractors) marked a growth of 17% over the corresponding previous. The two-
wheeler sales have witnessed a spectacular growth trend since the mid nineties.

Two-Wheelers: Market Size & Growth

In terms of volume, 4,613,436 units of two-wheelers were sold in the country in
9MFY2007 with 256,765 units exported. The total two-wheeler sales of the Indian
industry accounted for around 77.5% of the total vehicles sold in the period
mentioned.

Demand Drivers:
The demand for two-wheelers has been influenced by a number of factors over the
past five years. The key demand drivers for the growth of the two-wheeler industry
are as follows:

Inadequate public transportation system, especially in the semi-urban and

rural areas;
Increased availability of cheap consumer financing in the past 3-4 years;
Increasing availability of fuel-efficient and low-maintenance models;
Increasing urbanization, which creates a need for personal transportation;
Changes in the demographic profile;
Difference between two-wheeler and passenger car prices, which makes two-
wheelers the entry level vehicle;
Steady increase in per capita income over the past five years; and
Increasing number of models with different features to satisfy diverse
consumer needs.

While the demand drivers listed here operate at the broad level, segmental demand
is influenced by segment-specific factors.

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 YAMAHA PRODUCTS

Yamaha Motor Company Limited - a Japanese motorized vehicle-

producing company (whose HQ is at 2500 Shingai, Iwata, Shizuoka),

is part of the Yamaha Corporation. After expanding Yamaha

Corporation into the world's biggest piano maker, then Yamaha

CEOGenichi Kawakami took Yamaha into the field of motorized

vehicles on July 1, 1955. The company's intensive research into

metal alloys for use in acoustic pianos had given Yamaha wide

knowledge of the making of lightweight, yet sturdy and reliable

metal constructions. This knowledge was easily applied to the

making of metal frames and motor parts for motorcycles. Yamaha

Motor is the world's second largest producer of motorcycles (after

Honda). It also produces many other motorized vehicles such as all-

terrain vehicles, boats, snowmobiles, outboard motors, and personal

watercraft.

The Yamaha corporate logo is comprised of three tuning forks placed

on top of each other in a triangular pattern.

In 2013, Toyota and Yamaha Corporation made a capital alliance

where Toyota paid Yamaha Corporation 10.5 billion yen for a 5 per

cent share in Yamaha Motor Company while Yamaha and Yamaha

Motor each bought 500,000 shares of Toyota stock in return.

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RACING HERITAGE

Yamaha has a long racing heritage where it has had its machines

and team win many different competitions in many different areas,

for example both road and off road racing, also Yamaha has had

great success with riders such as Bob Hannah, Heikki Mikkola, Kenny

Roberts, Chad Reed, Jeremy McGrath, Stefan Merriman, Wayne

Rainey, and the latest, Valentino Rossi. Yamaha is known to those

who are older in age as the designer of the modern motocross bike,

as they were the first to build a production mono-shock motocross

bike (1975 for 250 and 400, 1976 for 125) and one of the first to

have a water-cooled motocross production bike (1981, but 1977 in

works bikes).

Since 1962 ,Yamaha produced production road racing grand prix

motorcycles that any licensed road racer could purchase. In 1970,

Non-factory "privateer" teams dominated the 250cc World

Championship with Great Britains Rodney Gould winning the title on

a Yamaha TD2.

MOTORCYCLE MODELS

Yamaha has made an extensive number of two- and four-stroke

scooters, on-road and off-road motorcycles. The Yamaha XS 650,

introduced in 1970, was such an overwhelming success that it

crippled the British monopoly of vertical twin motorcycles.

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 ELECTRICAL VEHICLES

MOTORCYCLES

Yamaha Alba

Yamaha Frog

Yamaha EC-02

Yamaha Passol-L

Yamaha Yz85

Yamaha V-Star

Yamaha YZF-R1

Yamaha FZ1

MOPEDS

Yamaha PAS (Nickel metal hydride battery)

PAS Lithium (Lithium ion battery)

PAS Business (Ni-Cd battery)

Yamaha YQ50 Aerox R

Yamaha Jog

Yamaha Jog R

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 Yamaha TZR

Yamaha QT50

GOLF CARTS

Yamaha G1

Yamaha Drive

WHEELCHAIRS

JW Active

WHEELCHAIR UPGRADE PARTS

JWX-1

JW-II

JW-I

Wetard chair 85

ALL-TERRAIN VEHICLES

BW80 / 200 / 350

YFZ450

Raptor 80 / 350 / 660 / 700

SNOWMOBILES

Yamaha has recently claimed a 100% four-stroke snowmobile line-

up, making them the only snowmobile manufacturer to do so. In

25
 Canada though, there are still three models that Yamaha

manufactures that are still 2 stroke. They are the Bravo, VK 540 and

the Venture XL. Yamaha had introduced four-strokes to their line-up

in 2003 and the line-up became four-stroke based for model year

2005. Many say that Yamaha has proven snowmobiles can be clean,

efficient, and reliable all while maintaining strong performance. The

RX-1 released in 2003 was the first performance-oriented four-stroke

snowmobile to ever hit the market. It was not, however, the first

modern four-stroke snowmobile produced. That honor belongs to

Arctic Cat for their Yellowstone Special, released in 2000, which was

designed as a rental sled that could meet Yellowstone National

Park's stringent emission requirement. However, the Yamaha

received much criticism for its weight disadvantage when compared

to similar two-strokes, despite its excellent fuel economy and low-

range torque. Yamaha is now on the cutting edge of four-stroke

technology with the introducing of their 80FI engine which is

equipped on the Phazer and Venture Lite models.

CURRENT LINE-UP

Bravo

Apex

Attack

Nytro

FX Nytro

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 Phazer (4th Generation)

RS Rage

RS Vector

RS Venture

VK Professional

SIGNIFICANT PREVIOUSLY PRODUCED MODELS

Bravo

coRy

Exciter

Phazer (1st-3rd Generations)

Mountain Max

RX-1

SnoScoot

Sno Sport

SRV 540

SRX

VMAX

VMAX SX
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 SNOWBLOWERS

YT-600E

YT-600ED

YT-660EDJ

YS-870

YS-870J

YS-1070

YS-1390AR

YAMAHA-R15

REMOTE-CONTROLLED HELICOPTERS

Yamaha R-50

Yamaha R-MAX

OUTBOARD MOTORS

4 stroke series

4 stroke jet drive series

2 stroke V6

2 stroke portable

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 KART ENGINES

KT SERIES 2 STROKE

KT100SD

KT100SC

KT100SEC

KT100SP

KT100J

KT100AX

KT100A2

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MARKET CHARACTERISTICS
DEMAND

SEGMENTAL CLASSIFICATION AND CHARACTERISTICS

The three main product segments in the two-wheeler category are scooters,

motorcycles and mopeds. However, in response to evolving demographics and

various other factors, other sub segments emerged, viz. gearless scooters, and 4-stroke

scooters. While the first two emerged as a response to demographic changes, the

introduction of 4-stroke scooters has followed the imposition of stringent pollution

control norms in the early 2000. Besides, these prominent sub-segments, product

groups within these sub-segments have gained importance in the recent years.

Examples include 125cc motorcycles, 100-125 cc gearless scooters, etc. The

characteristics of each of the three broad segments are discussed in Table 1.

Two-Wheelers: Comparative Characteristics

Scooter Motorcycle Moped
Price*(Rs. as
in January > 32,000 > 100,000 > 12,000
2014)
2-stroke, 4- Mainly 4 N 5-
Stroke 2-stroke
stroke stroke
Engine
90-150 100, 125, >150 50, 60
Capacity (cc)
Kick/Electroni
Ignition Kick/Electronic Kick/Electronic
c
Engine
6.5-9 8-10 and above 2-3
Power (bhp)
Weight (kg) 90-100 > 100 60-70
Fuel
Efficiency 50-75 40-80+ 70-80
(km per litre)
Load
High Highest Low
Carrying
30
Segmental Market Share

The Indian two-wheeler industry has undergone a significant change

over the past 10 years with the preference changing from scooters
and mopeds to motorcycles. The scooters segment was the largest
till FY1998, accounting for around 42% of the two-wheeler sales
(motorcycles and mopeds accounted for 37% and 21 % of the
market respectively, that year). However, the motorcycles segment
that had witnessed high growth (since FY1994) became larger than
the scooter segment in terms of market share for the first time in
FY1999. Between FY1996 and 9MFY2013, the motorcycles segment
more than doubled its share of the two-wheeler industry to 79%
even as the market shares of scooters and mopeds stood lower at
16% and 5%, respectively.
Over the past 10-15 years the demographic profile of the typical
two-wheeler customer has changed. The customer is likely to be
salaried and in the first job. With a younger audience, the attributes
that are sought of a two-wheeler have also changed. Following the
opening up of the economy and the increasing exposure levels of
this new target audience, power and styling are now as important as
comfort and utility.
The marketing pitch of scooters has typically emphasized reliability,
price, comfort and utility across various applications. Motorcycles,
on the other hand, have been traditionally positioned as vehicles of
power and style, which are rugged and more durable. These
features have now been complemented by the availability of new
designs and technological innovations. Moreover, higher mileage
offered by the executive and entry-level models has also attracted
interest of two-wheeler customer. Given this market positioning of
scooters and motorcycles, it is not surprising that the new set of
customers has preferred motorcycles to scooters. With better
ground clearance, larger wheels and better suspension offered by
motorcycles, they are well positioned to capture the rising demand
in rural areas where these characteristics matter most.

Scooters are perceived to be family vehicles, which offer more

functional value such as broader seat, bigger storage space and
easier ride. However, with the second-hand car market developing,
a preference for used cars to new two-wheelers among vehicle
buyers cannot be ruled out. Nevertheless, the past few years have
witnessed a shift in preference towards gearless scooters (that are
popular among women) within the scooters segment. Motorcycles
offer higher fuel efficiency, greater acceleration and more
environment-friendliness. Given the declining difference in prices of
scooters and motorcycles in the past few years, the preference has
shifted towards motorcycles. Besides a change in demographic
profile, technology and reduction in the price difference between
31
motorcycles and scooters, another factor that has weighed in favour
of motorcycles is the high re-sale value they offer. Thus, the
customer is willing to pay an up-front premium while purchasing a
motorcycle in exchange for lower maintenance and a relatively
higher resale value.

Supply

Manufacturers

As the following graph indicates, the Indian two-wheeler industry is

highly concentrated, with three players-Hero Honda Motors Ltd
(HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd
(TVS) - accounting for over 80% of the industry sales as in FY2007.
The other key players in the two-wheeler industry are Kinetic Motor
Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML),
Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic
Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India
(P) Ltd (HMSI).

Although the three players have dominated the market for a relative long period of

time, their individual market shares have undergone a major change. Bajaj Auto

was the undisputed market leader till FY2000, accounting for 32% of the two-

wheeler industry volumes in the country that year. Bajaj Auto dominance arose

from its complete hold over the scooter market. However, as the demand started

shifting towards motorcycles, the company witnessed a gradual erosion of its

market share. HHML, which had concentrated on the motorcycle segment, was the

main beneficiary, and almost doubled its market share from 20% in FY2000 to

50% in FY2007 to emerge as the market leader. TVS, on the other hand, witnessed

an overall decline in market share from 22% in FY2000 to 17% FY2007. The share

of TVS in industry sales fluctuated on a year on year basis till FY2003 as it

changed its product mix but has declined since then.

Technology

Hitherto, technology transfer to the Indian two-wheeler industry took place mainly

32
through: licensing and technical collaboration (as in the case of Bajaj Auto and

LML); and joint ventures (HHML).

A third form - that is, the 100% owned subsidiary route - found favor in the early

2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2 details

the alliances of some major two-wheeler manufacturers in India.

Besides the below mentioned technology alliances, Suzuki Motor Corporation has

also followed the strategy of joint ventures (SMC reportedly acquired equity stake

in Integra Overseas Limited for manufacturing and marketing Suzuki motorcycles

in India).

Technological tie-ups of Select Players

Nature of
Company Product
Alliance
Bajaj Technological Kawasaki Heavy Motorcycl
Auto tie-up Industries Ltd, es
Japan
Technological Tokya R&D Co Ltd, Two-
tie-up Japan wheelers
Technological Kubota Corp, Japan Diesel
tie-up Engines
HHML Joint Venture Honda Motor Co, Motorcycl
Japan es
KEL Technological Hyosung Motors & Motorcycl
tie-up Machinery Inc es
KEL Tie up for Italjet, Italy Scooters
manufacturing
and distribution
LML Technological Daelim Motor Co Motorcycl
tie-up Ltd es
Hero Technological Aprilia of Italy Scooters
Motors tie-up

With the two-wheeler market, especially the motorcycle market, becoming

extremely competitive and the life cycle of products getting shorter, the ability to

33
offer new models to meet fast changing customer preferences has become

imperative. In this context, the ability to deliver newer products calls for sound

technological backing and this has become one of the critical differentiating factors

among companies in the domestic market. Thus, the players have increased their

focus on research and development with some having indigenously developed new

models as well as improved technologies to cater to the domestic market. Further,

with exports being one of the thrust areas for some Indian two-wheeler companies,

the Indian original equipment manufacturers (OEMs) have realized the need to

upgrade their technical capabilities. These relate to three main areas: fuel economy,

environmental compliance, and performance. In India, because of the cost-sensitive

nature of the market, fuel efficiency had been an interest area for manufacturers.

It is not only that the OEMs are increasing their focus on in-house R&D; they also

provide support to the vendors to upgrade the technology and also assist those

striking technological alliances.

TRENDS IN THE TWO-WHEELER INDUSTRY

Companies raising capacity to meet the growing demand

All the major two-wheeler manufacturers, viz. Bajaj Auto,

HHML,YMIL, TYS, HMSI and others, have increased their

manufacturing capacities in the recent past. Most of the players

have either expanded capacity, or converted their existing

capacities for scooters and mopeds into those for manufacturing

motorcycles. The move has been prompted by the rapid growth

reported by the motorcycles segment since FY1995.

Niche markets also witnessing intense competition:

A significant trend witnessed over the past five years is the

34
inclination of consumers towards products with superior features

and styling. Better awareness about international models has

raised expectations of consumers on some key attributes,

especially quality, styling, and performance. High competitive

intensity has prompted players to launch vehicles with improved attributes at a

price less than the competitive models.

In an effort to satisfy the distinct needs of consumers, producers are identifying

emerging consumer preferences and developing new models. For instance, in the

motorcycles segment, motorcycles with engine capacity over 150cc, is a segment

that has witnessed significant new product launches and hence, become more

competitive. The indigenously launched Pulsar 150 had met with success on its

launch and thereafter, a host of models have been launched in this segment by

various players. While Bajaj Auto launched the Pulsars (180 cc, 200cc and 220cc)

with digital twin spark technology (DTSi) that offers a powerful engine and fuel

efficiency of 125 cc models. Moreover, in the recent past, the motorcycle segment

has witnessed launch of vehicles with higher engine capacity (higher than 150cc)

and power (higher than 15bhp). These include models such as Bajaj Auto

Eliminator and Royal Enfield's Thunderbird followed by HHML's Karizma and

Yamaha R15 and other sports bikes. The products in this segment cater for style

conscious consumers. Quite a few players are developing models combining

features such as higher engine capacity", optimum mix of power and performance,

and superior styling. However, the extent of shift to these products would depend

on the positioning of such products in terms of price.

In the scooters segment, the market for plastic-bodied variomatic scooters

continues to witness growth in the scenario of overall decline in scooter volumes.

Higher volumes and growth are especially true for certain scooter models, such as

35
 Honda Activa, that brought in new technology (besides variomatic transmission) to

further differentiate themselves. Thus, the need to differentiate and create a niche

has led to companies strengthening their research and development (R&D)

capabilities and reducing the development time for new models.

INCREASING FOCUS ON EXPORTS:

For the first nine months of FY2007, two-wheeler exports increased by 37% over

the corresponding previous, led mainly by motorcycles even as exports of other

two-wheelers were healthy. While motorcycle exports increased by 40%, scooter

and moped exports increased by 29% and 27% respectively.

Motorcycle exports by Bajaj Auto, HHML and TVS have reported a robust growth

in FY2007 and are expected to increase further in the medium term.

Although the Indian two-wheeler manufacturers have forayed on their own in their

target export markets, there have been instances of tie-ups with the technology

partners. Bajaj Auto's tie-up with Kawasaki to jointly market Bajaj products in

Philippines is a case in point. Under the tie-up, M/s Kawasaki Motors Philippines

Corporation has been appointed as exclusive distributors to market select Bajaj two-

wheelers that include Bike, Caliber 115 and Wind 125. These vehicles are being sent

to Philippines in the completely built unit (CBU) form. Other strategy of expanding

international presence considered by few players is that of setting up assembly lines in

select South East Asian countries either on their own or in partnership with local

players. Besides, plans of select overseas technology partners to source from their

Indian partners and plans of global majors to develop their Indian manufacturing unit

as a sourcing hub may also lead to increase in two-wheeler exports from India.

36
 SWOT ANALYSIS
Strengths:

Yamaha Motor products extend from land to sea and even into the skies, with
manufacturing and business operations that include everything from
motorcycles, PSA electro-hybrid bikes, marine and power products to
automotive engines.

Continuously does product improvement in accordance with demanding

customers.

The distribution network of Yamaha Motors is very wide and spread across the
country.

Probably the best in terms of R&D facility.

Has great brand name and commands lot of respect among bikers community.

Weakness:

Narrow product line in terms of motorcycles.

Yamahas strategy for Indian market was on right alleyway, but somewhere
down the lane, they are still relying on conventional model which no longer in
use.

Yamaha despite the promise has failed to deliver and is still an underdog in the
race to top.

A series of unsuccessful and flop bikes have eroded the legacy of RX100 and
RD350.

Opportunities:

The motorcycle market has been growing at a phenomenal rate and there has
been a shift in the consumer preferences from 2 stroke bikes. Yamaha motors
have recognized this and are bringing out new models of 6 stroke bikes quite
regularly to cater the needs of the customers.

Consumers have become technology conscious and Yamaha Motors have best
R&D facilities. So they can tap new costumers with innovative technology in
motorcycle design and manufacturing.

There lies lot of potential in 150cc and above segment and Yamaha has not
made enough inroads in this segment.

37
Threats:

Continuous divisions of customer segment have made conventional bikes

which was the strength of Yamaha motors.

Constant demand for price reduction from customers.

Bajaj Auto and TVS have taken large part of the market share from Yamaha.

Growing competition in the industry, both in the terms of new models and
price undercutting, too is a matter of concern as both the sales realization and
operation margins may come under pressure.

38
 CHAPTER-4

RESAERCH
METHODOLOGY

RESEARCH PROBLEM AND OBJECTIVE:

Research in common parlance refers to search for knowledge. Research is an

academic activity and as such it is used in a technical sense. According to Clifford
Woody, research comprises defining and redefining problems, formulating
hypothesis or suggesting solutions, collecting, organizing and evaluating data,
making deductions and research conclusions to determine whether they fit the
formulating hypothesis.

Primary objective:

The research encompasses the primary objective of comparison and analysis of

Yamaha bikes with respect to other brands prevailing in the market i.e., Hero
Honda , Bajaj , TVS and Suzuki .
39
 The primary aim is to interpret the satisfaction level of customers using
yamahas bikes and to find out the areas in which it needs to improve to develop a
better perception in the mind of its customers . it entails as to suggest yamaha how
to become a no. 1 customer oriented company

Secondary objective:

To go in detail , the research includes the study of comparative satisfaction

level of customers using different bike brands ; the various areas where competitors
supersede and the areas where the competitors lack .
Furthermore the research aims to find out the relative market
capitalization of Yamaha in the two wheeler industry and to suggest some concrete
and absolute measures to give a rise to its share in the two wheeler segment .

Research Process

Extensive Literature Survey: Before starting the research in-depth study of

the topic was done to form a clear picture of what and how research is to be
done.
Formulating the Research Problem: The next step was to find out the
problem of the case. Then the problem was understood thoroughly and
rephrasing the same into meaningful terms from analytical point of view. This
step is of greatest importance in the entire research.
Design of Questionnaire: A questionnaire was developed for the survey. The
questionnaire is of structured type. Most of the questions were based on 5
point bipolar Likert Scale.
Determining the Sample Size: Next step is to determine the number of to be
targeted from various ages, monthly salary, and gender. So a total of 50 people
were surveyed.
Collecting the data: The data was collected from various class of people
based on age, sex, income, location.
Analysis of Data: The data collected from various people was segregated into
various categories in order to analyze.
Research Design:

Sample Size 50
Target 18-25 years
Population 25-30 years
30 and above
Area Covered Dehradun city, outer area
Sampling Judgmental Simple Random
Type of Structured 5 point bipolar Likert Scale
Questionnair
e
Type of Close ended Questions
Questions
Exploratory Research design
Focus Group
Collection of Data:
40
 Qualitative Data
Survey
questionnaires

Sampling:
Non-Probability Sampling
Judgmental Sampling
Simple Random

Sample Design:

Sampling may be defined as the selection of the some part of an aggregate or

totality on the basis of which a judgment or interference about the aggregate or
totality is made. It is the process of obtaining information about entire population
by examining only a part of it in which generalizations or influences are drawn
based on the sample about the parameter of population from which samples are
taken.

Sample Size: A total of 50 people have been questioned for the purpose of filling
up the questionnaire.

41
 CHAPTER 5

DATA ANALYSIS

AND
INTERPRETATION

DATA COLLECTION AND

INTERPRETATION

42
The research required collection of first hand primary data from the respondents .
the respondents necessarily were to be bike users . They were exposed to a
questionnaire containing different parameters for the evaluation of their satisfaction
level . the broad parameters were :

During sales evaluation .

During vehicle delivery .

After sales evaluation .

It was expected that the respondents were honest while answering the questions
with proper consideration of the brand image of the bike they were currently
using . the questionnaire contained likert scaling to rate various parameters .

The respondents were so selected that they were representative of various segments
of bike users . the respondents were questioned on :

Petrol pumps

Service stations

Educational institutes

Vehicle showrooms

Malls

Residential areas , and

Factories

The findings and analysis complementing to results are discussed in the chapters to
follow .

43
 CHAPTER 5
GRAPHICAL DATA ANALYSIS

44
 DATA ANALYSIS
The parameters were set up giving preference to non demographic factors more
than demographic factors. the data was analyzed on the total of 20 parameters as
mentioned below :

i. customers age

ii. marital status

iii. profession

iv. education

v. attitude of dealer

vi. explanation of product features by the dealer .

vii. sales terms and conditions

viii. product display in the showroom

ix. cleaniness in showroom and service station

x. atmosphere

xi. cleanliness of purchased bike

xii. time taken in delivery

xiii. explanation of bike functions

xiv. PDI and checks made

xv. Time taken in documentation

xvi. Salesman follow up

xvii. Reminder of first service

xviii. Action to complains

xix. Replacement condition

xx. Dealer representation of brand

45
 GRAPHICAL DATA INTERPRETATION

1. Which types of customer Attitude towards motor

bike?

Male 99.5
Female 0.5

Interpretations: Shown in the above graph shows that

99.5% male has been preferably to motor
bike and rest of female prefer than.

46
 2. Which people attitude towards motor bike?

Married 15%
Unmarried 85%

Interpretation:
85% unmarried people attitude towards motor bike whenever rest of 15% married
people attitude towards motor bike.

47
 3. Age group of consumers towards motor bike:

Age Group 18-25 25-35 35-45 About 45

Percentag
e 65% 20% 10% 5%

Interpretation:
65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age
group of 35-45 and the rest of age group above 45 years old.

48
 4. Professionally/Occupationally consumer
attitude towards motor bike:

Student 45%
Service 40%
Business 5%
Self Employed 5%
Others 5%

Interpretation:
Occupationally and professional the motor bike has been used i.e. 45% preferred by
student, in the service level it is used 40% and the rest of used in business, self
employed and for other purposes used.

49
 5. Incomewise customer attitude towards
motor bike:
10000-15000 35%
15000-20000 40%
20000-50000 15%
50000-100000 5%
Above one lac 5%

Interpretation:
In the base of economically, it is used in the base of income i.e. 35% of income group
10,000-15,000, 40% of 15,000 - 20,0000, 15% of income group of 20,000-50,000 and
rest of used in the rarely above income of 50,000.

50
6. Which company bike and models liked by all?
Hero Honda 40%
Bajaj 45%
Yamaha 10%
TVS 3%
Honda 2%

Interpretation:
40% motor bike company and its models liked by people of Hero Honda, second
position of Bajaj and third position of Yamaha and rest of TVS and other companies.

51
 7. Are customer satisfaction towards bike?

Yes 99.50%

No 0.50%

Interpretation:
Approximately 100% customer satisfaction level of motor bike products and a rarely
can say that no comments about it.

52
 8. Bikes are generally adopted by:
Speed 40%
Power/BHP 5%
Mileage 30%
Design 5%
Brand 5%
Pick up 2%
Color 5%
Comfort 8%

Interpretation:
65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age
group of 35-45 and the rest of age group above 45 years old.

53
9. People know about the bike?
TV 35%
Newspaper 15%
Friend 12%
Product Show 10%
Family 8%
Test Ride 2%
Internet 10%
Hoarding 8%

Interpretation:
The aware and know about motor bike products about 35% by TV channels, 15%
newspapers / magazines, 12% by friends, 10% by product show, 10% through
internet, 8% by family and others through test riding and hoardings.

54
10. Why do you drive bike / two wheelers?

Passion 30%
Self Satisfaction 8%
Cruising / Long Drive 30%
Show Off 2%
Commuting 20%
Power 10%

Interpretation:
The most important things to likewise any brand of motor bike through company,
brand, passion and fashion, satisfaction and comfort i.e. in the base of passion 30%,
long drive 30%, commuting 20% and power 10% and the rest of others.

55
 11. Whom did you purchase a bike?

Family 40%
Yourself 30%
Son 20%
Girl Friend 10%

Interpretation:
The common factor which is the bike has been purchased somehow the main aim to
factorize the commit for family, self, son or daughter and others.
Firstly, 40% of bike has been purchase having in the mind of family commit, self
30%, 20% for son and 10% for others.

56
FINDINGS OF THE RESEARCH
The chart represents the analysis of the covered brands on the basis of
different parameters-

BRANDS
Hero
Bajaj Honda TVS Suzuki Yamaha
Honda
PARAMETER
S
Gender Male Male Male Male Male Male
Unmarrie Unmarrie Unmarrie Unmarrie Marrie Unmarrie
Marital status
d d d d d d
Profession Salaried Salaried Salaried Salaried Salaried Salaried
Age 21-25 21-25 21-25 21-25 21-25 26-30
Graduat
Education Graduate Graduate Graduate Graduate Graduate
e
Dealers
Good Good Good Good Good Good
attitude
Explanation of
Of product Good Good Good Good Average Average
feature
Sales terms
Very
and Good Good Average Good Average
Good
Condition
Product
Good Good Good Good Good Good
display
Cleanliness Good Good Good Good Good Good
Averag
Atmosphere Good Good Good Good Good
e
Cleanliness of
purchased Good Good Good Good Good Good
Bike
Timely
Very Very
delivery of Good Good Good Good
Good Good
bike
Explanation of
bike Good Good Good Average Average Good
Function
PDI and Check Good Good Good Good Average Average
Time taken in Averag
Good Good Good Good Good
Documentation e
Salesman
Average Average Good Average Average Good
follow up
Remainder of
Good Poor Average Poor Average Good
first service
Prompt action
Good Good Good Good Average Good
to complaints
Might
Might or Might or Might or Might or
Probably or
Replacement might not might not might not might not
Buy might
buy buy buy buy
not buy

57
Interpretation-

1. Out of the six brands covered the respondents of Suzuki are generally married
while other brands have unmarried customers.

2. The average age of a Yamaha customer comes out to be 26-30 yearsas

compared to others brands average customers age which is 21-25 years.

3. When explanation of product features comes into view; only Yamaha

customers rank them average; others says its good.

4. Hero Honda and Honda are most favored brands when timely delivery of bike
comes into picture.

5. Suzuki customers says that they have to run after their dealers for the
documentation of the delivery done while others say they are satisfied.

6. Yamaha is best when sales follow up after delivery is concerned.

7. The most important point that comes up after analysis is that almost every
brand of customer wants a change but Yamaha customers are generally loyal
to their brand.

To conclude it can be said that almost every brand lacks in terms of sales
follow up. So this is the area where Yamaha can focus and position its bikes.

Secondly, there is huge market for bikes because almost every bike user
wants to change its bike because of some or the other reason.

Lastly, Yamaha has a good market image but a minimum number of users are
new. The most raring point is that Yamaha in spite of having a low market share is
able to retain most of its customers

58
59
 CHAPTER-6
FINDINGS,

RECOMMENDATIONS

AND CONCLUSION

60
 CONCLUSION
From the research following facts about Indian two wheeler industry
has been inferred:

Age group

21-30 years

Profession

Mostly salaried

Customers are generally satisfied with attitude of dealers at the time of sales.

Every brand of bikes have a poor response in terms of sales follow up.

Hero Honda is the most famous brand.

Favored bikes in todays date are

CBR 250

Pulsar

Apache

Customers stress on quality as complimentary to looks.

Mileage is what everybody wants.

In fact, the dealership of DEHRADUN is found good having with

customers attitude and behaviour to Dealership evaluation other than
found of the other areas.

61
SUGGESTIONS

1. INTRODUCTION OF NEW BRANDS Yamaha should introduce new

bikes in the market. It will definitely make the market oligopolistic , but
will improve the condition of Yamaha .

2. BIKE IN 150 CC SEGMENT Yamaha does not has any successful

bike in this segments . Yamaha needs to introduce a bike in this segment
which can compete with the other brands on price , power, pick-up ,
mileage and style .

3. INTEGRATION OF MARKETING AND R & D DEPARTMENT -

Yamaha has got best R&D facilities and international design of sports
bikes. It needs to integrate its efforts together with other department more
specifically marketing wing and try to give customers what they want.

4. It has been found from the research that Yamaha has got the most loyal
customers but when it comes to Yamaha , people still talk about RX- 100.
yamaha should develop a bike like RX-100, and this time mileage and
style should alos be considered.

5. 360 degree marketing approach and need to follow aggressive

promotional campaigns to grab a larger piece of pie in the motorcycle
segment.

6. Focus should be on teenagers, young and executives as they represent

largest portion of the bike user segment.

7. Provide better sales follow up which almost every brand lacks the
research has showed that the bike users of all brands are dissatisfied with
their after sales experience .this is a big loop hole which yamaha can use
to improve its brand image and to gain more customers.

8. Indian customers generally do not use bike for fashion but as a necessity
so mileage should be a concern, so it needs to create a better image in the
mind of its customers regarding mileage.

62
 LIMITATIONS

1. Research was limited to only two wheeler motorcycle industry.

2. Research was restricted to dehradun only.

3. Since it is limited only to two wheeler motorcycle industry so the entire

customer satisfaction level while and after purchasing a product cannot be
projected on this research.

4. Sometimes it was very difficult to get the necessary information as filling the
questionnaire required time.

5. Research could have been wider in scope if along with customer satisfaction
level consumer behavior pattern was also studied.

ANNEXURE
COMPETITOR CUSTOMER SATISFACTION SURVEY

CUSTOMER NAME -- Town:

Phone number .. State:
Email id
Address of the
customer............
..
..
Name of the freelancer:

A. Are you (please tick )

Male -- Female Married -- Unmarried Salaried -- Business
63
 B. Age --
C. Education ..

1. Which motorcycle do you have ?

( Please tick )
a. Hero Honda b. Bajaj c. Honda d. Tvs e. Suzuki. F. Yamaha
g. Others please specify.
2. How did you first learn about the motorcycle you purchased?
( Please tick )
a. Dealership visit b. Friend c. Product show
d. Family e. Magazine articles f. Saw one in use
g. Advertisement h. Test ride
i. Others ..Please specify
DURING SALES EVALUATION ----

1. When you bought your new motorcycle, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:
a. Attitude ( Friendliness ) 1 2 3 4
5
b. Explanations of product features. 1 2 3 4
5
c. Explanation of sales terms and conditions. 1 2 3 4
5

2. How satisfied are you with the dealer shop.

a. Product display 1 2 3 4
5
b. Cleanliness 1 2 3 4
5
c. Atmosphere 1 2 3 4
5

DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery 1 2 3 4
5
b. Timely delivery of the bike 1 2 3 4
5
c. Explanation of motorcycle functions at delivery 1 2 3 4
5
d. Proper PDI and checks made. 1 2 3 4
5
c. Timely documentation of the delivery done 1 2 3 4
5

64
AFTER SALES EVALUATION ---
1. After you bought your new motorcycle , did the dealer staff --
a. Salesman follows up for your first experiences. 1 2 3 4
5
b. Did the dealership remind you for first service due? 1 2 3 4
5
c. Did the dealership take prompt actions to your complaints? 1 2 3 4
5

A - If for any reason, you had to replace your Current motorbike, do you
think you would buy from the same dealer?
(Please tick)
a. Definitely buy b. Probably buy c. Might or might not buy
d. Probably not buy e. Definitely not buy
Reasons
..
B. If you planning to buy a new bike which brands it would be?
.....................................................
...........
C. If not same company then Why?

D. If you think of buying a Yamaha bike in future which features will make you
buy?
a. Mileage b. Style c. Color d. Power e. Brand
f. Price g. Service h. BHP i. Pick up j.
Quality
k. All purpose l. Maneuverability m. Speed n. Reliability o. Riding
comfort.
E. Please rate the following..
a. Yamahas sales standard 1 2 3 4
5
b. Yamahas service standard 1 2 3 4
5
G. What are the reasons Yamaha is not doing well ?

.
H. How well do you feel the dealer services represent the Current Brand you
using?
(Please tick)

a. Extremely well b. Very well c. Average not very well

d. Not well at all

F. HOW TO MAKE A CUSTOMER ORIENTED COMPANY ---

SUGGESTIONS IF ANY ---

65
(PARAMETERES) --
1 = VERY BAD 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD

66
 ANNEXURE
YAMAHA CUSTOMER SATISFACTION SURVEY
CUSTOMER NAME -- Town:
Phone number .. State:
Email id
Address of the
customer............
..
..
Name of the freelancer:

A. Are you (please tick )

Male -- Female Married -- Unmarried Salaried -- Business
B. Age --
C. Education ..
1. How did you first learn about Yamaha motorcycle you purchased?
( Please tick )
a. Dealership visit b. Friend c. Product show
d Family e. Magazine articles f. Saw one in use
g Advertisement h. Test ride
i. Others ..Please specify.

DURING SALES EVALUATION ----

1. When you bought your new Yamaha, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:
a. Attitude ( Friendliness ) 1 2 3 4
5
b. Explanations of product features. 1 2 3 4
5
c. Explanation of sales terms and conditions. 1 2 3 4
5

2. How satisfied are you with the dealer shop.

a. Product display 1 2 3 4
5
b. Cleanliness 1 2 3 4
5
c. Atmosphere 1 2 3 4
5

DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery 1 2 3 4

5
b. Timely delivery of the bike 1 2 3 4
5
c. Explanation of motorcycle functions at delivery 1 2 3 4
5
d. Proper PDI and checks made. 1 2 3 4
5
67
c. Timely documentation of the delivery done 1 2 3 4
5
AFTER SALES EVALUATION ---

1. After you bought your new Yamaha , did the dealer staff --
a. Salesman follow up for your first experiences. 1 2 3 4
5
b. Did the dealership remind you for first service due. 1 2 3 4
5
c. Did the dealership take prompt actions to your complaints. 1 2 3 4
5
2. How is your experience with the rest of the free services or
paid services you got from the Yamaha dealership. 1 2 3 4
5
Any Comments

A - If for any reason, you had to replace your YAMAHA, do you think you
would buy from the same dealer?
(Please tick )

a. Definitely buy b. Probably buy c. Might or might not buy

d. Probably not buy e. Definitely not buy

B. If you planning to buy a new bike which brand it would be?

.....................................................
...........

C. If not Yamaha then which Brand and why ?

D. How well do you feel the dealer services represent the Yamaha brand?
( Please tick )

a. Extremely well b. Very well c. Average not very well

d. Not well at all

68
69
 BIBLIOGRAPHY

BOOKS
BASIC ECONOMETRICS ,D.N. Gujarati

MARKETING RESEARCH , N.K. Malhotra

PRINCIPLES OF MARKETING , Kotler , Armstrong

MAGAZINES / NEWSPAPERS
Business World

Business Today

The Financial Express

The Auto Industries India& Abroad

The Times of India

WEBSITES
www.indianauto.com

www.yamaha-motors-india.com

www.bikes.com

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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11.
12.
13.
14.
15.
16.
17.
18.
19.
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21.
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27.
28.
29.

71
30.

72