Summer Training Project Report & Viva Voce

on

“AN ANALYSIS OF CONSUMER BEHAVIOR

IN TWO WHEELER INDUSTRY”

Undertaken at

“YAMAHA MOTORS”

Submitted in partial fulfillment of the

requirements for the award of the degree of

MASTER OF BUSINESS
ADMINISTRATION
to

DR. A.P.J. ABDUL KALAM TECHNICAL

UNIVERSITY LUCKNOW

Under the Guidance of

Submitted by
Name of Faculty Guide:
Dr.Varun Kumar Name of Student: SATYANK RAI
MBA-III Sem,
Enrollment No.: 2101520700153

Academic Session
2022-23
 Certificate

I SATYANK RAI bearing Enrolment No. 2101520700153 from MBA-III Sem of the Mangalmay Institute of
Management & Technology, Greater Noida, U.P. hereby declare that the Summer Training Project Report
(KMBN308) entitled “AN ANALYSIS OF CONSUMER BEHAVIOUR IN TWO WHEELER
INDUSTRY”at “YAMAHA MOTORS”_is an original work and the same has not been submitted to any other
Institute for the award of any other degree.

Date: Signature of the Student

Certified that the Summer Training Project Report submitted in partial fulfillment of the requirements
for the award of the degree of MASTER OF BUSINESS ADMINISTRATION to DR. A.P.J.
ABDUL KALAM TECHNICAL UNIVERSITY LUCKNOW by SATYANK RAI, Enrolment No.
2101520700153 has been completed under my guidance and is Satisfactory.

Signature of the Faculty Guide

Name of the Guide:
Dr. Varun Kumar
Designation:
Date:

Signature of the HoD:

Name of the HoD:

Date:
 INTERNSHIP CERTIFICATE

India Yamaha Motors Pvt Ltd.

Address: A-3 Surajpur Industrial Are, Surajpur, Greater Noida, Uttar Pradesh, 201306
Phone:18004201600
 Student Declaration

I, SATYANK RAI bearing University Roll No. 2101520700153 of APJ University, Lucknow, enrolled
as student of MBA at Mangalmay Institute of Management & Technology, Greater Noida, solemnly
declare that the project report titled, “AN ANALYSIS OF CONSUMER BEHAVIOUR IN TWO
WHEELER INDUSTRY” embodies the results of original research work carried out by me and the same has
not been submitted in any form partially or fully for award of any diploma or degree of this or any other
University/Institute.

SATYANK RAI

Roll No: 2101520700153

 ACKNOWLEDGEMENT
It is a pleasure to record my thanks and gratitude to persons and organizations whose generous help and
support enabled me to complete this project within the stipulated time period. My special thanks are due
to Mr. Asst Proff – Parveen Siwach, Senior Manager (Marketing & Sales) Yamaha Motor India
Put Ltd., Surajpur, Greater Noida, for his active help and support in making me understand Indian two
wheeler industry, who guided me at each step during my training period and without whom preparation
of this report would not have been possible.

I am also like to thanks Dr. Varun Kumar who guided me in the completion of this project.
This report is the culmination of the synchronized effort of all the above mentioned that 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.
 EXECUTIVE SUMMARY

OBJECTIVE:

● To view the satisfaction level of customers for two wheelers industries.

RESEARCH METHODOLOGY:

The research had to be conducted through a survey based on questionnaires

● Sample size – 200.

● Brands covered –
⮚ Hero Honda
⮚ Bajaj
⮚ Honda
⮚ Tvs
⮚ Suzuki
⮚ Yamaha

● Target Area –
⮚ SURAJPUR, GREATER NOIDA
⮚ DELHI NCR

● Sampling used –
Simple Random.

● Scaling used –
5 point Likert scale.
 TABLE OF CONTENTS

S No Topic

1. Certificates
2. Acknowledgement
3. Executive Summary
4. Chapter I:---------------------Introduction
5. Chapter II:---------------------Review Of Literature
6. Chapter III: —--------------- Research Methodology
7. Chapter IV: —-------------- Data Reduction, Presentation & Analysis
8. Chapter V:-------------------Data Interpretation
9. Chapter VI: —--------------Summary & Conclusions
10. References/ Bibliography
Appendices
- List of Tables
- List of Figures
 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.

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 behavior, 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

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

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.

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 is 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.
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.

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.

Shift of competition from price to non-price factors: - Cut-throat competition is unavoidable in

the present marketing field. Such competition may be due to various factors such as price, quality,
and packaging, advertising and sales promotion techniques. Entry of new competitors creates new
problems in the marketing of goods and services. In addition, market competition is no more
restricted to price factor alone.
CHAPTER-2
REVIEW OF
LITERATURE
 REVIEW OF LITERATURE
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. 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.

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.

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:

● Yamaha’s objective –

It produces bikes that have speed and power irrespective of the mileage.

● Customer’s age –
21-25 years.
Income group - Upper middle class and high class
Profession – Students and young executives
Prime focus –

⮚ Style
⮚ Performance
⮚ Value of money

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
 COMPANY PROFILE

About Yamaha Motors India 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.
 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).

Yamaha Motor India Pvt. Ltd. (YMI) is a 100% subsidiary of YMC and functions as the regional
headquarters and corporate control body of India business operations for YMC. YMI is responsible for
Corporate Planning & Strategy, Business Planning & Business Expansion and Quality & Compliance
Assurance of Yamaha India Business.

Yamaha Motor India Sales Pvt. Ltd. (YMIS) is a 100% subsidiary of YMC and supports IYM to market
and sell its motorcycles & scooters in domestic as well as export markets.
Yamaha Motor Research & Development India Pvt. Ltd. (YMRI) is a 100% subsidiary of YMC and has
been established by YMC to provide R&D and Product development services to IYM for its domestic as
well as export markets. YMRI is the fifth overseas R&D headquarters for Yamaha Motor Group
following Italy, Taiwan, China, and Thailand.
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.

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.
 HIERARCHICAL STRUCTURE

Managing Director and CEO

Senior Vice President
Vice President Top Management
Associate Vice President

Chief General Manager

General Manager Senior Management
Deputy General Manager

Chief Manager
Manager Middle Management
Assistant Manager

Senior Superintendent
Senior Officer
Officer Operational Staff
Assistant Officer
 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.
 YAMAHA PRODUCTS

Yamaha Motor India Pvt. 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 CEO Genichi
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 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.

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).
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.

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)
● PAS Business (Ni-Cd battery)
● Yamaha YQ50 Aerox R
● Yamaha Jog
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 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 Malinowski.

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 engined 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.

Yamaha is also one of the big 4 companies in the Personal water craft market.
BUSINESS MACHINES
● Robot
● Surface mounter
● Pool
● CNC machine
● Golf car
o G31E
o G31AL
● Engine
o MT series (2 stroke)
▪ MT 110
▪ MT 110 VLS
o MZ series (4 stroke)
▪ MZ 125
▪ MZ 175
▪ MZ 200 (New Model)
▪ MZ 250
▪ MZ 300
▪ MZ 360
● Underground oil tank
Chapter-3:
Research Methodology
 MARKET CHARACTERISTICS

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. 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.

Two-Wheelers: Comparative Characteristics

Scooter Motorcycle Moped

Price*(Rs. as
in January > 22,000 > 30,000 > 12,000
2008)
2-stroke, 4- Mainly 4-
Stroke 2-stroke
stroke stroke
Engine
90-150 100, 125, > 125 50, 60
Capacity (cc)
Ignition Kick/Electronic Kick/Electronic Kick/Electronic
Engine
6.5-9 7-8 and above 2-3
Power (bhp)
Weight (kg) 90-100 > 100 60-70
Fuel
Efficiency 50-75 50-80+ 70-80
(km per litre)

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
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 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).
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.

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 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.
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 (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 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.

SWOT ANALYSIS

STRENGHTH
● 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 biker’s community.

WEAKNESS:

● Narrow product line in terms of motorcycles.

● 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.

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

THREATS:
● Continuous divisions of the 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 a 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.

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, 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:

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 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 22 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:
A Questionnaire is used to do the research

● Exploratory Research design

⮚ Focus Group
⮚ Primary data analysis
Collection of Data:

● Qualitative Data
⮚ Survey
⮚ questionnaires
Sampling:

● Non-Probability Sampling
 ⮚ Judgmental Sampling
⮚ Simple Random

Sample Design:

Sampling may be defined as the selection of 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 the 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.

● Details of the Survey Conducted

Sample Size 200

Target Population 18-25 years

25-30 years

30 and above

Area Covered Surajpur, Greater Noida and Haridwar

& Semi-urban And Rural Areas.

Sampling Judgmental Simple Random

Type of Questionnaire Structured 5 point bipolar Likert Scale

Type of Questions Close ended Questions

 DATA COLLECTION AND INTERPRETATION

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
liker 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

Chapter-4:

Data Reduction,
Presentation &
Analysis
 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
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. cleanliness 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
 GRAPHICAL DATA INTERPRETATION

1. Which types of customer Attitude towards motor bike?

Male 99.5

Female 0.5

Customer Attitude
towards Motor Bike

Female, 0.5

Male, 99.5

Male

Interpretations: Shown in the above graph shows that 99.5% male has been preferably to motor
bike and rest of female prefer than.
2. Which people attitude towards motor bike?

Married 15%

Unmarried 85%

People attitude
towards motor bike
Married, 15%

Married
Unmarried, 85%

Interpretation:

85% unmarried people attitude towards motor bike whenever rest of 15% married people attitude
towards motor bike.
3. Age group of consumers towards motor bike:

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

Percentage 65% 20% 10% 5%

Age group of customers towards motor

7
0
%
6
0
%
18-25 25-35 35-45 About 45

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

Student 45%

Service 40%

Business 5%

Self Employed 5%

Others 5%

Professionally/Occup. attitude towards motor

Self Employed, Others,

5% 5%

Business,
5%
Student,
45%

Service,
40%

Student Service Business Self Employed

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.
5. Incomewise customer attitude towards motor bike:

10000-15000 35%

15000-20000 40%

20000-50000 15%

50000-100000 5%

Above one lac 5%

Incomewise customer attitude towards motor

bike
5
50000-
100000

20000- 10000-
50000 15000

15000-
20000

10000-15000 15000-20000 20000-50000 50000-100000 Above one lac

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.
6. Which company bike and models liked by all?

Hero Honda 40%

Bajaj 45%

Yamaha 10%

TVS 3%

Honda 2%

Bike & Model like by

Yam all
aha

ond
Hero
Honda

B
aj
aj

Hero Honda Bajaj Yamaha

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.
7. Are customer satisfaction towards bike?

Yes 99.50%

No 0.50%

Consumer satisfaction
towards bike products

o, 0.50%

Yes, 99.50% Y

Interpretation:

Approximately 100% customer satisfaction level of motor bike products and a rarely can say that no
comments about it.
8. Bikes are generally adopted by:

Speed 40%

Power/BHP 5%

Mileage 30%

Design 5%

Brand 5%

Pick up 2%

Color 5%

Comfort 8%

Bikes are generally adopt

Pick up, Comfort,
Color,
Speed,

Brand,

Design,

Power/B
Mileage, HP,

Speed Power/BHP Mileage Design Brand Pick up Color

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.
Chapter-5:
Data Interpretation
 FINDINGS OF THE RESEARCH

The chart represents the analysis of the covered brands on the basis of different

parameters

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 years as 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.

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.
 GAPS IN LITERATURE

The research has showed following gaps

● 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 lies
between 26-30 years of age.

● Profession –Salaried; Young executives. before research students and young executives
were considered to be the main customer of Yamaha. But our research has shown that the
salaried class is the main customer of Yamaha.

● 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

SCOPE OF FURTHER RESEARCH

There are various conclusions that can be arrived at regarding the Indian two wheeler
industry after the execution of this research. still the research can not be considered as totally
exhaustive. there are various areas that are beyond the scope of this research. this arises the need
and scope of further research in this area. some of the possible arenas can be as follows:

● Forecasting the market for two wheeler industry in coming 5 years.

● Study of consumer behavior of Indian two wheeler industry.

● Developing a model for success of a particular brand on the basis of arrived conclusions.

● Developing a model of bike on the basis of responses of the customers to stabilize in the
market; determining the optimum combination of mileage and price.
 SCOPE OF FURTHER RESEARCH

There are various conclusions that can be arrived at regarding the Indian two wheeler
industry after the execution of this research. still the research can not be considered as totally
exhaustive. there are various areas that are beyond the scope of this research. this arises the need
and scope of further research in this area. some of the possible arenas can be as follows:

● Forecasting the market for two wheeler industry in coming 5 years.

● Study of consumer behavior of Indian two wheeler industry.

● Developing a model for success of a particular brand on the basis of arrived conclusions.

● Developing a model of bike on the basis of responses of the customers to stabilize in the
market; determining the optimum combination of mileage and price.
 PROBLEMS IN YAMAHA

● Yamaha bikes have a poor mileage it needs to create a positive image in the mind of its
customers.

● They lack style and innovation.

● Yamaha lacks in aggressive marketing strategy.

● Indian customers are mainly commuters and not bikers.

● Yamaha has no raring 150 cc range bike.

● People having a halo image of RX-100.

● Yamaha has lost trust among Indian consumers by producing bikes like YBX, Fazer
and Libero.

● High maintenance cost.

● Dearer accessories.

● Yamaha has no vulnerable bike to compete with high mileage bikes of TVS and Hero
Honda.
 Chapter-6:
Summary &
Conclusions
 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 has a poor response in terms of sales follow up.

● Hero Honda is the most famous brand.

● Favored bikes in today’s date are –

⮚ Hunk

⮚ Pulsar

⮚ Apache

● Customers stress on quality as complimentary to looks.

● Mileage is what everybody wants.

● In fact, the dealership of Surajpur, Greater Noida is found good having with
customer’s attitude and behavior to Dealership evaluation other than found of
DELHI NCR.
 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 have 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 also 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.
 LIMITATIONS

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

2. Research was restricted to Noida 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.
 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 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

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

G. What are the reasons Yamaha is not doing well ?

…………………………………………………………………………………………………
…………………………………………………………………………………………….

E. 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 ---

…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………

(PARAMETERES) --

1 = VERY BAD 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD

 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

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

E. HOW TO MAKE YAMAHA A CUSTOMER ORIENTED COMPANY ---

SUGGESTIONS IF ANY ---

…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
……………………………………………………………………………………….

( PARAMETERS ) --

1 = VERY POOR 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD

 PARAMETER FOR QUESTIONNAIRES EVALUATION
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 )

5 = The customer 4 = The 3 = The 2 = The 1 = The

was promptly customer was customer was customer was customer was
greeted and greeted and greeted but not greeted not greeted
guided to the took some time took a lot of and just send and not even
respective to be guided to time (15 min) to the send to the
salesman the respective to be guided respective respective
salesman to the salesman salesman
respective
salesman

b. Explanations of product features.

5 = The salesman 4 = The 3 = The sales 2 = The 1 = The

was able to explain salesman was man was able to salesman salesman was
all FAB of the able to explain only key was able not able to
product and its explain FAB features to explain explain any
competition of our only a few features
products features

c. Explanation of sales terms and conditions.

5 =salesman 4 = salesman 3 = salesman 2 = salesman 1=

explained all explained most explained only mentioned salesman
the sales terms of the sales few sales the sakes term didn’t
and conditions terms and term and and conditions explain any
condition conditions sales term
and
condition
2. How satisfied are you with the dealer shop.

a. Product display

5 =Bikes were 4 = Bikes were 3 = Bike were 2 = = Bikes 1 = The

well arranged arranged well arrange in a were cramped bikes were
and could be but not visible manner that in small crammed in
seen from all from all angles only one sides spaces and no space and
angles were visible space between arranged
them haphazardly

b. Cleanliness

5 = Everything 4 = The 3 = The 2 = The 1=

clean( inside showroom is showroom is a outside dirty Everything
and outside) clean but little dusty but inside dirty and
outside is little and dirty clean littered
dirty

c. Atmosphere

5 = There was 4 = The 3 = The seating 2 = Only a few 1 = There were

adequate customer lounge was on first chair were there no chairs in the
seating for all had a good come first serve in the showroom no
customers and selection of basis and small showroom and TV and no
the lounge was magazine and number of the TV was not magazine and
well stocked the TV was not magazine were working and the temp. in the
with magazine, working all the available there were no showroom was
news paper and time with magazine and extremely
the TV was adequate and the temp. in the temp. in the uncomfortable
running with seating and the the showroom showroom was
the approved temp. in the was ok bad
videos and the showroom was
temp. in the comfortable
showroom was
pleasant
 DURING VEHICLE DELIVERY EVALUATION

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery

5 =the bike was 4 = the bike was 3= 2 = dirty with 1 = dirty

spotless , almost clean somewhat hand marks and had
perfectly and was handed clean scratch
cleaned and properly marks
handed over

b. Timely delivery of the bike

5 =the bike was 4 =the bike 3 = the bike was 2 = the bike 1 = the bikes
delivered was delivered on the was was not
immediately delivered on same day within delivered delivered on
after the PDI the same day 2 hours the same the same day
but had to day but in despite of
wait for 2 the second waiting long.
hours half of the It was
day delivered
after 2-3 days

c. Explanation of motorcycle functions at delivery

5 =The 4 = the 3 = the 2 = the 1 = the

serviceman serviceman serviceman was serviceman serviceman
explained all tried to explain not could could not
the features all the features forthcoming in explain a explain the
and gave and explaining the few features and
complete maintenance features and maintenance the
maintenance tips maintenance tips only maintenance
tip tips tips
d. Proper PDI and checks made.

5 =proper PDI 4 = 5 out of 6 3 = 4 out of 6 2 = things 1 = PDI was

was done and the the things things were were noticed not done
booklet was filled were checked checked and the but not before
and the booklet was not checked and delivering
(frame, engine, booklet was filled the booklet and the
electrical ,road test filled was not booklet was
,battery, oiling, filled not filled
tyre check )

c. Proper documentation of the delivery done

5 =complete 4= 3= 2 = wrong 1=
documentatio documentatio documentatio documentatio documentatio
n of delivery n was done n was done n was done n was not
was done but few some but most of done
information the
was information
incomplete. was
incomplete

AFTER SALES EVALUATION ---

1. After you bought your new Yamaha , did the dealer staff --

a. Salesman follow up for your first experiences.

5 = Permission 4 = Permission 3 = Permission 2= 1 = No

with date and taken with some taken but with no Permission permission
time taken for details details not taken but taken.
the first follow interest
up shown.
 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