Project On Yamaha
Project On Yamaha
Project On Yamaha
(2008-2011)
SUBMITTED TO SUBMITTED BY
Mr. Vimal agrawal Jeetendra gupta
Faculty guide BBA(6th Sem.)
Roll No. 9922563
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ACKNOWLEDGEMENT
This report is the culmination of the synchronized effort of all the above mentioned people
who had faith and confidence in me.
I am greatly indebted to all those persons who have helped me in some way or other in the
completion of the project.
Jeetendra gupta
BBA (6th SEM)
Roll No. 9922563
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TABLE OF CONTENTS
Executive summary 9
Chapter.-10 SUGGESTIONS 86
Chapter.-11 CONCLUSION 88
Chapter-14 ANNEXURE 94
LIST OF TABLE:
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➢ Two-wheelers: comparative characteristics 37
➢ Technological tie-ups of select players 40
➢ Detail of survey conducted 55
➢ Which sex of customer prefer motor bike? 62
➢ What is the preference of married and unmarried people for bikes? 63
➢ Which age group of customer prefer motor bike more? 64
➢ How do professional/occupational people show there preference towards
motor bike? 65
➢ How do income wise customer show there interest towards motor bike? 66
➢ Do customers get full value of money for the bike they purchased? 78
➢ How do customer feel about dealer services towards the current brand? 79
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➢ Proper PDI and checks made 104
➢ Proper documentation of the delivery done 105
➢ Salesman follow up for your first experiences 105
➢ Did the dealership remind you for first service due 106
➢ Did the dealership take prompt actions to your complaints 106
➢ Yamaha s sales standard 107
➢ Yamaha s service standard 107
LIST OF GRAPHS:
➢ Winning great trust from stockholders 18
➢ Corporate philosophy 22
➢ Customer attitude towards motor bike 62
➢ People attitude towards motor bike 63
➢ Age group of Customer towards motor bike 64
➢ Professional/occupation towards motor bike 65
➢ Income wise Customer attitude towards motor bike 66
➢ Bike & motor like by all 67
➢ Customer satisfaction towards motor bike products 68
➢ Bikes are generally adopt by 69
➢ People know about the bike through 70
➢ Why drive bike/two wheelers? 71
➢ Whom did purchase a bike? 72
➢ Why did you purchase a bike? 73
➢ Customer attitude towards brakes of favorite bike? 74
➢ Customer attitude towards types of wheel attracted . 75
➢ Customer attitude towards experience 76
➢ Customer attitude towards service of motor bike 77
➢ Customer attitude towards full value of money with the product
78
➢ Customer attitude towards the feel the dealer services represent
the current brand. 79
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EXECUTIVE SUMMARY
Yamaha company is the one of the best motorbike producing company in the
world .It established in 1st July 1955 .It is a Japanese company (whose HQ is at
2500 Shingai, Iwata, Shizuoka), which produced sports bikes and simple bike. It
produces bikes that have speed and power irrespective of the mileage. 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.
Yamaha produced sports motorcycles to keeping in mind the students and the
youth. Because they like new look and stylis of the bike. Focus should be on
teenagers, young and executives as they represent largest portion of the bike user
segment Customers stress on quality as complimentary to looks , company make
good bike but the mileage is not good the Indian people like quality and mileage
both.
In this project we have done lot of work to see the response of consumer related to
Yamaha bike and see the consumer satisfaction level .To find out the result we do
survey , and ask the questions to the consumer and take their response.
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 ,Honda , Bajaj , TVS
and Suzuki .
The primary aim is to interpret the satisfaction level of customers using Yamaha’s
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:
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.
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CHAPTER- 1
INTRODUCTION
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.
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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.
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 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
10
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.
6) Need of prompt decision making :- In competitive marketing, marketing executive have to take
quick and correct decision. Companies have to develop and market new products more quickly than
ever before. However, such decision is always difficult. Moreover, wrong decisions may bring loss to
the organisation. For correct decision making, marketing executive need reliable data and up to date
market information. Here, MR comes to the rescue of marketing manager. Problems in marketing are
located, defined, analysed and solved through MR techniques. This suggests its need as a tool for
decision making. MR is needed as a tool for reasonably accurate decision making in the present
highly competitive market system.
7) 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.
8) Wide gap between producers and consumers :- marketing research is needed as there is a wide
gap between producers and consumers in the present marketing system. Due to mass scale production
12
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.
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problems in the marketing of goods and services. In addition, market competition is no more
restricted to price factor alone. There are other non-price factors such as packaging, branding, after-
sales and advertising which create severe market competition. Every producer has to find out the
extent of such non-price competition and the manner in which he can face it with confidence. MR is
needed as it offers guidance in this regards. A manufacturer can face market competition even by
using certain non-price factors. The shifting of competition from price to non-price factors has made
marketing of consumer goods more complicated and challenging. This challenge can be faced with
confidence by using certain measures through marketing research.
12) Need of prompt decision making :- In competitive marketing, marketing executive have to take
quick and correct decision. Companies have to develop and market new products more quickly than
ever before. However, such decision is always difficult. Moreover, wrong decisions may bring loss to
the organisation. For correct decision making, marketing executive need reliable data and up to date
market information. Here, MR comes to the rescue of marketing manager. Problems in marketing are
located, defined, analysed and solved through MR techniques. This suggests its need as a tool for
decision making. MR is needed as a tool for reasonably accurate decision making in the present
highly competitive market system.
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CHAPTER -2
CORPORATE
INTRODUCTION
COMPANY PROFILE
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.
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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".
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA
products, focusing on serving our customer where we can build long term relationships by
raising their lifestyle through performance excellence, proactive design & innovative
technology. Our innovative solutions will always exceed the changing needs of our customers
and provide value added vehicles.
Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop them
to achieve international level of professionalism with progressive career development. As a
good corporate citizen, we will conduct our business ethically and socially in a responsible
manner with concerns for the environment.
Grow through continuously innovating our business processes for creating value and
knowledge across our customers thereby earning the loyalty of our partners & increasing our
stakeholder value.
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Customer #1
We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we
provide. We work hard to achieve what we commit & achieve results faster than our
competitors and we never give up.
Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyone's contribution is equally important for our
success.
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:
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
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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:
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 people’s 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 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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Hierarchical Structure
Chief Manager
Manager Middle Management
Assistant Manager
Senior Superintendent
Senior Officer
Officer Operational Staff
Assistant Officer
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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.
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:
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
The Yamaha corporate logo is comprised of three tuning forks placed on top of each
other in a triangular pattern.
In 2000, 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 Britain’s 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 Libero
Yamaha Gladiator
Yamaha Mest
Yamaha Eccy
Yamaha Passol
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)
Yamaha Jog
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Yamaha Jog R
Yamaha Neo's
Yamaha BW'S
Yamaha Morphous
Yamaha Lagend
Yamaha DT50
Yamaha TZR
Yamaha QT50
GOLF CARTS
Yamaha
Yamaha Drive
PERSONAL WATERCRAFT
WaveRunner
WHEELCHAIRS
JW Active
JW-IB
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JW-II
JW-I
Wetard chair 85
ALL-TERRAIN VEHICLES
BW80 / 200 / 350
YFZ450
Blaster 200
Banshee 350
Warrior 350
Bruin 350
Tri-Z 250
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SNOWMOBILES
Yamaha has recently claimed a 100% four-stroke snowmobile line-up, making them
the only snowmobile manufacturer to do so. In 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
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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. This engine has one of the highest specific output
of any four-stroke in production, with 160 HP/L, Yamaha achieves this even
without the use of a forced induction system. Yamaha is also a key player in the
"four-stroke wars", which are a series of advertisements from opponent Ski-Doo
who claim their 2-tec and power-tek equipped two-strokes are still cleaner and more
efficient than four-strokes, while Yamaha still claims the four-strokes are cleaner.
Yamaha also broke a multi-year absence from sno-cross in the winter of 2006-07
with their introduction of a factory race team headed by former Arctic Cat racer
Robbie Malinoski.
CURRENT LINE-UP
Bravo
Apex
Attack
Nytro
FX Nytro
RS Rage
RS Vector
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RS Venture
VK Professional
Enticer
Exciter
Mountain Max
RX-1
SnoScoot
Sno Sport
SRV 540
SRX
SRX 440
SX R
SX Viper/Venom
Venture
VK 540
VMAX
VMAX SX
Vmax
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Vmax-4
SNOWBLOWERS
YT-600E
YT-600ED
YT-660EDJ
YS-870
YS-870J
YS-1070
YT-1080ED
YT-1080EX
YT-1290EX
YT-1290EXR
YS-1390A
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
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Full list
KART ENGINES
KT SERIES 2 STROKE
KT100SD
KT100SC
KT100SEC
KT100SP
KT100J
KT100AX
KT100A2
OTHER VEHICLES
Yamaha has also built engines for other manufacturers' vehicles, most notably the
V-6 and V-8 engine for the Ford Taurus SHO. The Volvo XC90 uses a larger
version of the same Yamaha V-8 engine. They also built Formula One racing
engines from the late 1980s to the mid 1990s, with little on track success. In 1991,
Yamaha developed its F1 engine supercar called the OX99-11 where two drivers sit
in tandem in front of the engine, but the project was canned due to the world
recession and lack of interest.
Yamaha also tunes engines for other manufacturers, Toyota being one of them.
Yamaha logos are, for instance, found on the Toyota S engines. As well as the 2ZZ-
GE utilized by Toyota, Pontiac, and Lotus.
Yamaha developed a prototype for a two-seater sports car with help of Albrecht
Goertz. While the Yamaha/Nissan partnership never progressed beyond the
prototype stage, Toyota took up the design and released the Toyota 2000GT.
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Yamaha is also one of the big 4 companies in the Personal water craft market.
WATER PURIFIER
ALKALION PURIFIER
OH-A21N
PURIFIER
OH-U20-SA2
OH-U20-SB1
OH-U30-HS
OH-U30-KA4
OH-U30-SB3
OH-U40-KA2
OH-U40-SB1
BUSINESS MACHINES
Robot
Surface mounter
Pool
CNC machine
Golf car
o G31E
o G31AL
Engine
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o MT series (2 stroke)
▪ MT 110
▪ MT 110 VLS
o MZ series (4 stroke)
▪ MZ 125
▪ MZ 175
▪ MZ 250
▪ MZ 300
▪ MZ 360
o My Tank
Oil separator
o Pattol series
Food additive
o M series
o SH series
o 3HP multi
o Living mate
o YCJ series
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MARKET CHARACTERISTICS
DEMAND
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. scooterettes, 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.
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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
9MFY2007, 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 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.
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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.
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Technology
Hitherto, technology transfer to the Indian two-wheeler industry took place mainly 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).
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With the two-wheeler market, especially the motorcycle market, becoming extremely
competitive and the life cycle of products getting shorter, the ability to 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.
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.
A significant trend witnessed over the past five years is the 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
39
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 (DTSFi) 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 Karisma 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 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.
40
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 Byk, 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.
41
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.
The distribution network of Yamaha Motors is very wide and spread across the country.
Has great brand name and commands lot of respect among bikers community.
Weakness:
Yamaha’s 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.
42
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 4 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.
Threats:
Continuous divisions of customer segment have made conventional bikes which was the
strength of Yamaha motors.
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.
43
CHAPTER -3
CRITICAL REVIEW
OF LITERATURE
LITERATURE REVIEW
44
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 co-relate 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. Consumer’s 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.
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
45
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.
Based on earlier done research following conclusion were drawn about Yamaha as a
Brand in two wheeler industry:
Yamaha’s objective –
46
It produces bikes that have speed and power irrespective of the mileage.
Customer’s age –
20-35 years.
Income group -
Profession –
➢ 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.
47
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 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.
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 (150cc 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.
48
CHAPTER -4
RESEARCH
METHODOLOGY
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,Honda , Bajaj , TVS and
Suzuki .
The primary aim is to interpret the satisfaction level of customers using Yamaha’s
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 :
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
50
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 200 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 it. Analysis was done based on more than 20 different
parameters.
Generalization and Interpretation: Data was tested and upheld several times, and then
generalizations were drawn from the analysis.
Preparation for the report: Lastly report about the research is made.
Research Design:
Exploratory Research design
➢ Focus Group
➢ Primary data analysis
Collection of Data:
Qualitative Data
51
➢ Survey
➢ questionnaires
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 200 people have been questioned for the purpose of filling up the
questionnaire.
52
25-30 years
30 and above
Area Covered Delhi/ New Delhi, Noida & Greater Noida
SCOPE OF STUDY
The research was carried out to find factors which influence customer satisfaction level to
maximum level. The study projects that customer satisfaction level change with change in
various factors like during sales evaluation, during delivery of the vehicle and after sales
evaluation.
➢ This research is an attempt to provide feedback to Motorcycle manufacturer Yamaha
Motors India Ltd. so that they can bring about changes in various departments of their
organization which will help them in becoming Number 1 motorcycle brand in India.
➢ For instance during research factors such as technology, maintenance, looks, style,
brand image, behavior of dealers, timely delivery of documents and bike and proper
information about the product were considered.
➢ This research would give necessary details to Yamaha motors so that it could know the
various factors that affect customer satisfaction level and then initiate appropriate
changes to make it Number 1 motorcycle brand in India.
53
54
CHAPTER- 5
DATA COLLECTION AND
PRESENTATION
55
DATA COLLECTION AND PRESENTATION
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 :
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
Factories
The results and responses were recorded on a SPSS data viewer (Statistical Package for
Social Sciences) parameters were defined on a SPSS variable viewer . the next step was to
run the SPSS and acquire specific results pertaining to the research done .
The findings and analysis complementing to results are discussed in the chapters to
follow .
56
CHAPTER -6
GRAPHICAL DATA
ANALYSIS &
INTERPRETATION
57
DATA ANALYSIS
The data analysis portion is the backbone of any primary or secondary research . there are
various tools of data analysis that helps the researcher to interpret his data into final results .
the data collected in this research was analyzed using the most effective tool of market
research i.e.,SPSS(statistical package for social sciences)
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. customer’s age
iii. profession
iv. education
v. attitude of dealer
x. atmosphere
58
xiv. PDI and checks made
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.
60
2. What is the preference of married and unmarried people for bikes?
Married 15%
Unmarried 85%
Interpretation:
85% unmarried people attitude towards motor bike whenever rest of 15% married people attitude towards
motor bike.
61
3. Which age group of customer prefer motor bike more ?
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.
62
4. How do professional/occupational people show there preference 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.
63
5. How do income wise customer show there interest towards motor bike ?
10000-15000 35%
15000-20000 40%
20000-50000 15%
50000-100000 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.
64
6. Which company of bikes is preferred mostly by customers?
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.
65
7. Are customers satisfied with the bikes they use ?
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.
66
8. For which specific feature bikes are used by the customers ?
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.
67
9. How do people come to know about motor bikes?
TV 35%
Newspaper 15%
Friend 12%
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.
68
10 for what reason people use bike?
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 comfortability i.e. in the base of passion 30%, long drive 30%, commuting 20%
and power 10% and the rest of others.
69
11. For whom customer like to purchase a bike?
Family 40%
Yourself 30%
Son 20%
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.
70
12. Why did you purchase a bike?
Design 5%
Publicity 14%
Scheme 0%
Gift 1%
Interpretation:
The bike has purchased according to brand value, design, publicity and others base. The common factor, in
the present firstly brand value is the main factor i.e. 80% people has been purchased any motor bike and
14% has been purchased having the main factor of publicity.
71
13. Which type of brakes are mostly preferred by the customers?
Interpretation:
The main factor is used for customer favourably through disc brake and drum brake. It is 80% used disc
brake and rest of used drum brake.
72
14. Which types of wheels are mostly preferred by the customers?
Interpretation:
The main attraction through spoke wheels and alloy wheels, i.e. is 80% customers preferred to alloy wheels
and rest of preferred to spoke wheels.
73
15. How was your experience after using the bike?
Good 20%
Excellent 75%
Satisfactory 5%
Not Good 0%
Interpretation:
In the most preferred through experience i.e. the good, and excellence and satisfactory based. In the survey
it has been found that 75% excellence and 20% has been telling about with good theme.
74
16. How do customer want the servicing of his motor bike to be done ?
Showroom 95%
Road
Mechanic 5%
Interpretation:
The main important thing that the motor bike servicing factor where it will be better do for that. 95%
customers attitude towards servicing of motor bike in showroom and rest of road mechanic.
75
17. Do customers get full value of money for the bike they purchased?
Yes 100%
No 0%
Interpretation:
100% customers attitude has been found towards full value money has taken over all the products.
76
18. How do customer feel about dealer services towards the current brand ?
Interpretation:
Yes, 50% customers has been highlight about brands and can have very well whenever 45% extremely well
and rest of average.
77
CHAPTER- 7
FINDINGS OF RESEARCH
78
FINDING OF RESEARCH
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 it’s 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.
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 inspite of having a low market share is able to retain most of
its customers.
79
CHAPTER -8
SCOPE OF FURTHER RESEARCH
81
CHAPTER -9
PROBLEM
IDENTIFICATION
82
PROBLEMS IN YAMAHA
Yamaha bikes have a poor mileage it needs to create a positive image in the mind of
its customers .
Yamaha has lost trust among Indian consumers by producing bikes like YBX, Fazer
and Libero.
Dearer accessories.
Yamaha has no vulnerable bike to compete with high mileage bikes of TVS and
Hero Honda.
83
CHAPTER -10
SUGGESTIONS
84
SUGGESTIONS
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 .
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 also be
considered.
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.
85
CHAPTER 11
CONCLUSION
CONCLUSION
86
From the research following facts about Indian two wheeler industry has been
inferred:
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.
➢ Hunk
➢ Pulsar
➢ Apache
In fact, the dealership of Delhi / New Delhi is found good having with
customers attitude and behaviour to Dealership evaluation other than found of
Noida then Greater Noida.
87
CHAPTER- 12
LIMITATIONS
88
LIMITATIONS
The research has showed following limitations
Average age –26-30 years. the average age of Yamaha bike users was assumed to be
21- 25 years . but from the survey it was found that the average age of Yamaha bike
users lie between 26-30 years of age.
From the research it can be easily inferred that the Yamaha customers are the most
loyal customers as maximum number of Yamaha bike users are those who have already
used Yamaha bikes . while the number of new customers are much less than that of
other brands.
Competitive advantage -
➢ Speed
➢ Power
➢ Pick-up
➢ BHP
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.
89
CHAPTER-13
BIBLIOGRAPHY
BIBLIOGRAPHY
90
BOOKS
Kotler Philip, Keller Lane Kvin “Marketing management” 12th edition Pearson
Education P.No. 117,118,121.
WEBSITES
www.indianauto.com
www.yamaha-motors-india.com
www.bikes.com
Software
MS World
MS Paint
91
CHAPTER-14
ANNEXURE
92
Email id ……………………………
……………………………………………………………………………………..……..
B. Age -- ……………………
C. Education ………………………………..
93
1. Which motorcycle do you have
? ( Please tick )
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
a. Product display 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Atmosphere 1 2 3 4 5
94
DURING VEHICLE DELIVERY EVALUATION ---
95
AFTER SALES EVALUATION ---
1. After you bought your new motorcycle , did the dealer staff --
A - If for any reason, you had to replace your Current motorbike, do you think you
would buy from the same dealer?
(Please tick)
Reasons ……………………………………………………………………………………..
……………………………………………………................................................................
…………………………………………………………………………………………………
……………………………………………………………………………………………
D. If you think of buying a Yamaha bike in future which features will make you buy?
……………………………………………………………………………………………….
96
F. Please rate the following…..
…………………………………………………………………………………………………
…………………………………………………………………………………………….
H. How well do you feel the dealer services represent the Current Brand you using?
(Please tick)
(PARAMETERES) --
97
PARAMETER FOR QUESTIONNAIRES 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 )
98
c. Explanation of sales terms and conditions.
5 =salesman 4 = salesman 3= 2= 1=
explained all the explained salesman salesman salesman
sales terms and most of the explained only didn’t
conditions sales terms few sales mentioned explain
and term and the sakes any sales
condition conditions term and term and
conditions condition
a. Product display
b. Cleanliness
c. Atmosphere
99
5 = There was 4 = The 3 = The 2 = Only a few 1=
adequate seating customer seating chair were there in There
for all customers lounge had a was on the showroom and were no
and the lounge good first come the TV was not chairs in
was well stocked selection of first serve working and there the
with magazine, magazine basis and were no magazine showroo
news paper and and the TV small and the temp. in m no TV
the TV was was not number of the showroom was and no
running with the working all magazine bad magazine
approved videos the time with were and the
and the temp. in adequate available temp. in
the showroom seating and the
was pleasant the temp. in and the showroo
the temp. in m was
showroom the extremely
was showroom uncomfor
comfortable was ok table
100
DURING VEHICLE DELIVERY EVALUATION
101
c. Explanation of motorcycle functions at delivery
102
e. Proper documentation of the delivery done
5 =complete 4= 3= 2 = wrong 1=
documentation documentation documentation documentation documentation
of delivery was was done but was done but was done was not done
done few some most of the
information information
was was
incomplete. incomplete
1. After you bought your new Yamaha , did the dealer staff --
5= 4= 3= 2= 1 = No permission
Permission Permission Permission Permission taken.
with date taken with taken but not taken
and time some with no but
taken for details details interest
the first shown.
follow up
103
5 =dealership 4= 3 2= 1=
reminded for the dealership =dealership dealership dealership
first service due a 3 reminded reminded reminded didn’t
days before for the first for the first for the remind for
service 2 service due first the first
days before a day service on service due
before the due at all
day itself
105
CHAPTER-15
QUESTIONNAIRES
1. Name :
106
2. Gender : (M/F)
3. Marital Status:
i. Married ii Unmarried
4. Phone No.:
5. Location/Address:
7.Profession/Occupation :
i. Student iv. Self Employed
ii. Service v. Others
iii. Business
8. Income(in Rs.):
i. Mileage
107
ii. Design/Graphics
108
iii. Brand
iv. Colour
v. Speed
vi. Power/BHP
20. Servicing:
(i) Show room (ii) Road
Mechanic
21. Did you get the full value of your money with the product?
(i) Yes
(ii) No
110
1