CONSUMER ATTITUDE TOWARDS

YAMAHA FZ
- A case study Om Ganesh Motors, Shimoga
CONTENT
Chapter 1
INTRODUCTION
Introduction
Objectives
Scope of the study
Methodology
Limitations of the study
Chapter 2
INDUSTRY PROFILE
Indian Two-Wheeler Industry
Evolution of Two-wheeler Industry in India
Demand Drivers
Chapter 3
COMPANY PROFILE
About India Yamaha Motor Pvt. Ltd
Vision and Mission
Factors influencing buyer behaviour
The Yamaha strategy in India
The 4 Ps for India Yamaha motors
Chapter 4

GFGC, Shimoga

PRODUCT PROFILE
Chapter 5
DATA ANALYSIS AND INTERPRETATION
Chapter 6
FINDINGS, SUGGESTIONS AND CONCLUSION
Findings
Suggestions
Conclusion
Annexure
Questionnaire
Bibliography

GFGC, Shimoga

GFGC, Shimoga

Chapter 1
INTRODUCTION
Introduction
Objectives
Scope of the study
Methodology
Limitations of the study

GFGC, Shimoga

Chapter 1
Introduction
Due to rapid globalization as well as the growth of Indian economy.
The quantity of the purchasing power of the middle income group kept
increasing in past decade and still increasing. This increase in purchasing
power is affecting the marketing segment in a large way. In reasons Indian
market was more of a sellers market than the buyers market. Due to lack of
purchasing power and lack of awareness comprises need and sell what they
wanted to sell rather than where the customer wanted to buy.
Research and development was more products oriented rather than
consumer oriented. But the intention of information technology and the
influences of Globalization have changed all this good marketing backbone
of the economy is also undergoing a major revamp. Because of the slow
steady quantitative and qualities development of consumer behavior
marketing which a process right from the product planning market research
setting up the infrastructure facilities by acquiring technical knowledge
know ho, production setting up sales point and ultimate product
development.

GFGC, Shimoga

Objectives
To know the customers perception regarding new bikes FZ by Yamaha.
To determine the customers satisfaction regarding bikes and after sales
service.
To determine the factors influencing the choice of customers regarding
bikes
To know about the competitors of FZ

Scope of the study

This study is aimed at providing India Yamaha Motors with an insight into
the success of FZ as well as the customers response and awareness towards
the brand, products and services of Yamaha. The data has been analyzed and
presented in a simple and precise way on the basis of which pertinent
recommendations have been made to the company to better the services,
policies and strategies of the company in India.
Methodology
The report has been prepared on the basis of information collected from
different sources. In order to achieve the objective of the project proper
research method was applied. After giving through brain storming session,
objectives were selected and the set on the base of these objectives, A
questionnaire was designed major emphasis of which was gathering new
ideas or insight so as to determine and bind out solution to the problems.
GFGC, Shimoga

Primary data - Primary Data was very crucial to collect so as to know

various past & present consumer views about bikes and to calculate the
market share of this brand in regards to other brands. Fresh primary data was
collected by taking direct feed back from customer which involved face to
face interview with the customer as well as through telephonic interview
with the customer , all the FZ customer who visited the dealership
showroom for the service of their bikes were questioned in order to find out
the customer satisfaction level.
Secondary data- are those which has been collected by some one else and
which already have been passed through statistical process. Secondary data
has been taken from internet, newspaper, magazines and companies web
sites.
Research design
This study is a mix of explorative and formal methodologies adopting
monitoring and observing to study the fz customers and its competitors and
communication to elicit responses from customers. This is a cross sectional
study done during the month March 2014.
For the customer satisfaction study a questionnaire was formulated
containing 20 questions which were sent out for response mainly through

GFGC, Shimoga

personal interviews of customers at Yamaha dealerships. This data was later

analyzed .
To know the Yamaha reputation and sales promotion in motorcycle market,
census
method was chosen dealership were individually visited in the area of
Shimoga.
Limitations of the study
This study is geographically restricted to Shimoga only. Hence the result
cannot be extrapolated to other places.
The study is restricted only to the organized sector of two wheeler
industry
The seriousness of the respondents and their ability to justify their
answers may also be a limitation.
The sample size is small due to the specified reasons.
Findings are based on sample survey.
All interview questions are undisguised or direct. Hence there is a scope
for the respondents to be biased or pretentious.

GFGC, Shimoga

Chapter 2
INDUSTRY PROFILE

Indian Two-Wheeler Industry

Evolution of Two-wheeler Industry in India

Demand Drivers

GFGC, Shimoga

Chapter 2
Industry Profile
Indian Two-Wheeler Industry
Automobile is one of the largest industries in global market. Being the leader
in product and process technologies in the manufacturing sector, it has been
recognised as one of the drivers of economic growth. During the last decade,
well directed efforts have been made to provide a new look to the
automobile policy for realising the sector's full potential for the economy.
Steps like abolition of licensing, removal of quantitative restrictions and
initiatives to bring the policy framework in consonance with WTO
requirements have set the industry in a progressive track. Removal of the
restrictive environment has helped restructuring, and enabled industry to
absorb new technologies, aligning itself with the global development and
also to realise its potential in the country. The liberalisation policies have led
to continuous increase in competition which has ultimately resulted in
modernisation in line with the global standards as well as in substantial cut
in prices. Aggressive marketing by the auto finance companies have also
played a significant role in boosting automobile demand, especially from the
population in the middle income group.
Evolution of Two-wheeler Industry in India
Two-wheeler segment is one of the most important components of the
automobile sector that has undergone significant changes due to shift in
policy environment. The two-wheeler industry has been in existence in the
GFGC, Shimoga

10

country since 1955. It consists of three segments viz. scooters, motorcycles

and mopeds. This high figure itself is suggestive of the importance of the
sector. In the initial years, entry of firms, capacity expansion, choice of
products including capacity mix and technology, all critical areas of
functioning of an industry, were effectively controlled by the State
machinery. The lapses in the system had invited fresh policy options that
came into being in late sixties. Amongst these policies, Monopolies and
Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act
(FERA) were aimed at regulating monopoly and foreign investment
respectively. This controlling mechanism over the industry resulted in: (a)
several firms operating below minimum scale of efficiency; (b) underutilisation of capacity; and (c) usage of outdated technology. Recognition of
the damaging effects of licensing and fettering policies led to initiation of
reforms, which ultimately took a more prominent shape with the
introduction of the New Economic Policy (NEP) in 1985.

However, the major set of reforms was launched in the year 1991 in
response to the major macroeconomic crisis faced by the economy. The
industrial policies shifted from a regime of regulation and tight control to a
more liberalised and competitive era. Two major results of policy changes
during these years in two-wheeler industry were that the, weaker players
died out giving way to the new entrants and superior products and a sizeable
increase in number of brands entered the market that compelled the firms to
compete on the basis of product attributes. Finally, the two-wheeler

GFGC, Shimoga

11

industry in the country has been able to witness a proliferation of brands

with introduction of new technology as well as increase in number of
players. However, with various policy measures undertaken in order to
increase the competition, though the degree of concentration has been
lessened over time, deregulation of the industry has not really resulted in
higher level of competition.
A Growth Perspective
The composition of the two-wheeler industry has witnessed sea changes in
the post-reform period. In 1991, the share of scooters was about 50 per cent
of the total 2-wheeler demand in the Indian market. Motorcycle and moped
had been experiencing almost equal level of shares in the total number of
two-wheelers. In 2003-04, the share of motorcycles increased to 78 per cent
of the total two-wheelers while the shares of scooters and mopeds declined
to the level of 16 and 6 per cent respectively.
National Council of Applied Economic Research (NCAER) had forecast
two-wheeler demand during the period 2002-03 through 2012-14. The
forecasts had been made using econometric technique along with inputs
obtained from a primary survey conducted at 14 prime cities in the country.
Estimations were based on Panel Regression, which takes into account both
time series and cross section variation in data. A panel data of 16 major
states over a period of 5 years ending 1999 was used for the estimation of
parameters. The models considered a large number of macro-economic,
demographic and socio-economic variables to arrive at the best estimations
for different two-wheeler segments. The projections have been made at all
GFGC, Shimoga

12

India and regional levels. Different scenarios have been presented based on
different assumptions regarding the demand drivers of the two-wheeler
industry. The most likely scenario assumed annual growth rate of Gross
Domestic Product (GDP) to be 5.5 per cent during 2002-03 and was
anticipated to increase gradually to 6.5 per cent during 2012-13. The allIndia and region-wise projected growth trends for the motorcycles and
scooters are presented . The demand for mopeds is not presented in this
analysis due to its already shrinking status compared to' motorcycles and
scooters.
It is important to remember that the above-mentioned forecast presents a
long-term growth for a period of 10 years. The high growth rate in
motorcycle segment at present will stabilise after a certain point beyond
which a condition of equilibrium will set the growth path. Another important
thing to keep in mind while interpreting these growth rates is that the
forecast could consider the trend till 1999 and the model could not capture
the recent developments that have taken place in last few years. However,
this will not alter the regional distribution to a significant extent.
Table 1 suggests two important dimensions for the two wheeler industry. The
region-wise numbers of motorcycle and scooter suggest the future market
for these segments. At the all India level, the demand for motorcycles will be
almost 10 times of that of the scooters. The same in the western region will
be almost 20 times. It is also evident from the table that motorcycle will find
its major market in the western region of the country, which will account for
more than 40 per cent of its total demand. The south and the north-central
region will follow this. The demand for scooters will be the maximum in the

GFGC, Shimoga

13

northern region, which will account for more than 50 per cent of the demand
for scooters in 2012-13.
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 twowheeler 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 urbanisation, 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 entrylevel 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.
Some Facts
India is the second largest producer of two wheelers
Two wheeler segment contributes the largest volume amongst all the
segments in automobile industry
The industry is growing at 30% annually.
The sales of two wheelers in the period 2012 - 13 was 7,857,548,
which was a growth of 11.41 %.

GFGC, Shimoga

14

Chapter 3
COMPANY PROFILE
About India Yamaha Motor Pvt. Ltd
Vision and Mission
Core competencies
Corporate philosophy
The buying process
The Yamaha strategy in India
The 4 Ps for India Yamaha motors

GFGC, Shimoga

15

GFGC, Shimoga

16

Chapter 3
COMPANY PROFILE
About India Yamaha Motor 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 becoming a 100%
subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co.,
Ltd. entered into an agreement with YMC to become a joint-investor in the
motorcycle manufacturing company "India Yamaha Motor Private Limited
(IYM)".
IYM operates from its state-of-the-art manufacturing units at Surajpur in
Uttar Pradesh and Faridabad in Haryana and produces motorcycles for both
domestic and export markets. With a strong workforce of more than 2,000
employees, IYM is highly customer-driven and has a countrywide network
of over 400 dealers. Presently, its product portfolio includes VMAX
(1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1(998cc), YZF-R15
(150cc), Fazer (153cc), FZ-S (153cc), FZ16 (153cc), SZ-R(153cc), SZ &
SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc) and
Crux (106cc).
Vision

GFGC, Shimoga

17

To 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".
Mission
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.

GFGC, Shimoga

18

GFGC, Shimoga

19

Core competencies
Customer #1
They put customers first in everything we do. We take decisions keeping the
customer in mind.
Challenging Spirit
They strive for excellence in everything they do and in the quality of goods
& services they provide. They work hard to achieve what they commit &
achieve results faster than our competitors and they never give up.
Team-work
They work cohesively with our colleagues as a multi-cultural team built on
trust, respect, understanding & mutual co-operation. Everyone's contribution
is equally important for our success.
Frank & Fair Organization
They are honest, sincere, open minded, fair & transparent in our dealings.
They actively listen to others and participate in healthy & frank discussions
to achieve the organization's goals.
Corporate philosophy
For society, for the world
Yamaha works to realize our corporate mission of creating Kando

GFGC, Shimoga

20

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 they have continued to develop new
technologies in the areas of small engine technology and FRP processing
technology as well as control and component technologies.

It can also be said that our corporate history has taken a path where people
are the fundamental element and our product creation and other corporate
activities have always been aimed at touching peoples hearts. Our goal has
always been to provide products that empower each and every customer and
make their lives more fulfilling by offering greater speed, greater mobility
and greater potential.

Said in another way, our aim is to bring people greater joy, happiness and
create Kando* in their lives. As a company that makes the world its field and
offers products for the land, the 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.

GFGC, Shimoga

21

The buying process

1. Problem Recognition
The process of buying normally starts with the recognition of a need by the
consumer. He recognizes a problem and develops a perception of the
problem. Then he seeks information for solving his problem.
2. Awareness
The customer turns to his environment /world of information around him. It
makes him aware of the existence of the product that would solve his
problem.
3. Comprehension (Evaluation)
Comprehension comes out of his ability to reason with the information.
The awareness and comprehension stages represent the information
processing stage. These two stages constitute the cognitive field of the
purchase process.
4. Attitude
It is the sum total of the individuals faith and feelings towards a product. As
a result of his awareness and comprehension, the consumer develops an
attitude favorable or unfavorable towards the product. The purchase
process will continue only if he develops a favorable attitude or a liking for
the product.
5. Legitimization
The buyer must be convinces that the purchase of the product is he
legitimate course of action. This stage often stands as a barrier between a
favorable attitude towards the product and actual purchase. Only if the buyer

GFGC, Shimoga

22

is convinced about the correctness of the purchase decision, will he proceed.

At this stage, he may seek further information regarding the product, or
attempt to assess the information already available.
Attitude and legitimization constitute the attitude field of he purchase
process.
6. Trial
Conviction leads the consumer to try the product on a small scale ; he may
buy a sample. He tries to evaluate the product from his own experience.
7. Adoption
A successful trial leads him to buy/adopt the product.
Trial and Adoption constitute the behavioral field in the buying process.
8. Post-Purchase Behavior
The purchase leads to a specific post purchase behavior. Usually, it creates
some restless ness in the mind of the individual. He is not sure about the
product. He may feel that the other brand would have been better. He may
even feel that the salesman has taken him for a ride. As this dissonance is
uncomfortable, the individual, by himself will seek all means to recover his
conviction and poise. He well seed reassuring advertisements of the products
or he may deliberately avoid positive stories about the competing brand.
The Yamaha strategy in India

GFGC, Shimoga

23

Yamaha has shifted its focus from the lower end segments to the premium
segment of bikes. It aims to provide its customers the full range of its
engineering marvels that make Yamaha the company that it is. Yamaha has a
very strong focus on the technical department, the result of which can be
seen with Yamaha comfortably leading the constructors championship in
the Superbikes racing with Valentino Rossi and Colin Edwards as their
riders.
Yamaha has aimed to become the No.1 in customer satisfaction and is
looking forward to providing the customer with an experience with its
products.
The target market of India Yamaha Motors is the young and enthusiastic 1825 yr. olds who are willing to try taking the not so much treaded path of
buying the sports bike rather than a utility two wheeler. These young
guns are very conscious of the style quotient and look forward to their ride
being a personality statement.
With the increasing dispensable income in India and growing middle and
upper middle class segment Yamaha is sure to find many prospective
customers. With news of India becoming the breeding ground for
millionaires Yamaha has certainly identified an opportunity and has grabbed
it hands down.
The 4 ps for India Yamaha Motors

GFGC, Shimoga

24

Product: India Yamaha Motors has recently launched its sports bike R15
and FZS in the 150cc. The bikes in the premium segment include MT01 and
YZF R1. Yamaha is bringing its latest technologies to India and aims to
come up with a new product for the Indian market every quarter.
The reliability and riding quality of a Yamaha have already been established
through its earlier products.
Price: The Yamaha range of products has been very competitively priced
and the prices of its premium segment bikes MT01 and YZF R1 are priced
much below any present or prospective competitor in the segment at Rs.10.5
lacs. Its other products like the R15 has also been priced optimally looking
at the specifications of the bike. The bike despite being only 150 cc provides
around 22 BHP of power, more than any other bike in the 150-220cc.
bracket. The bike has also brought the liquid cooled engine technology to
India and other features like the styling etc. are also quite new for the Indian
market and hence considering what it gives you it is a bargain at Rs.97,500.
Promotion: Yamaha has been constantly loosing market share over the last
few years and has thus decided to change its brand image with change in its
market strategy. The company now wants to be known for its style and
speed. It looks to be known as a sports bike manufacturer and not as an
economy bike segment player. Taking these factors into consideration the
company has started a complete makeover of its image. The recent R15 and
FZS ads on numerous channels on TV and other ads on both electronic and
print media vindicate the point.

GFGC, Shimoga

25

GFGC, Shimoga

26

The company has also opened Yamaha bike stations which are company
owned showrooms and completely symbolize the brand image that Yamaha
wants to achieve in India.
Place: India Yamaha Motors has adopted a two tier marketing channel
consisting of the Primary dealers at tier1 and the secondary dealers or
retailers at tier2. In addition to these two tiers there are also the company
owned showrooms and the multibrand outlets.

GFGC, Shimoga

27

Chapter 4
PRODUCT PROFILE

GFGC, Shimoga

28

Chapter 4
Product Profile

The launch of the new Yamaha FZ 16 right after a few months of R15 is a
sure Indication that Yamaha is very serious. In this preview, I have written a
brief description of all the features of this bike. As soon as I get my hands on
one, I will be writing a road test review of this bike.

GFGC, Shimoga

29

The launch of this aerodynamic-looking, sporty, yet rusty mobike is going to

please one and all bike lovers like you and me! While I say sporty, believe
me I also meant that Yamaha FZ 16 is also designed by Bike manufacturing
Giant Yamaha Motors keeping in mind the rugged and crater-filled Indian
roads.
The motorbike is believed to shake the entire two-wheeler segment market
of the Indian automobile industry. With its launch Yamaha as a company will
in no time get synonymous with the youth of the country and will mark the
beginning of a new era. The premium bike maker is all set to roll the dice in
its favor posing tough competition to Apache, Pulsars and Hunks.
Yamaha FZ-16 mobike is set to take the generation next by storm with
several unique features, while the basic design is adopted from earlier series
of FZ, though. With its diamond-shaped frame, this mobike is different with
its killer-like looks and originality. It can really snatch away second glance
from every person on the road. The craftsmanship and engineering feat of
Yamaha is revealed as you take a close look at the minute details of the
vehicle, if I have to say its crafted to perfection.
If you are the one who would first give vote for style, look and color, well let
me tell you that FZ16 is rightly branded as the Lord of the Street. The
motorcycle reflects power, strength and dynamism from any angle of view.

GFGC, Shimoga

30

This Lord of Street is available in bold colors of flaming orange, midnight

black and lava red. The kerb weight of the vehicle is 126kg, with a length of
1975 mm, height of 1045 mm and a width of 770 mm.
The engine of Yamaha FZ-16 is a bi-valved 153 CC, air-cooled, Single
Overhead Camshaft Engine (SOCE). It gives an envious output of 14 PS and
the peak torque it can generate is about 13.6 Nm. The pickup speed of this
toy is mindboggling and an electric starter will only be a kicker (I didnt
mean you need to kick start this). Yamaha FZ-16 breathes through a BS26
carburetor and is neither fuel injected nor oil cooled; but working under
negative pressure.

GFGC, Shimoga

31

Fuel tank: The 12-liter fuel tank is built of stainless steel but has an outside
plastic cover to give that molded look and reflect the perfect dynamic and
muscular image of the vehicle. The tank has integrated shrouds and an eyecatching exhaust.

GFGC, Shimoga

32

Brakes: Who likes those ol brakes? Well my vote is for disc brakes and
there is a large disc brake on the front side of the vehicle that helps with
great braking power and high-end balance to ride it. If you ask me if any
downside, I would say that there is no rear-end disc brake in the Yamaha FZ16.

Suspension: Suspension is the thing that impressed me like hell. The Monocross suspension at the rear, inner tubes in the front, hydraulic forks of
diameter 41 mm provide excellent shock absorption typical of Yamaha
craftsmanship and gives all the riding pleasure during those long drives for
the rider and the pillion. Not to mention adding stability to the bike as well.

GFGC, Shimoga

33

Tyres: Both, rear and front end tyres are tubeless with rear-end tyre having
aspect ratio of 60 per cent. The advantage of tubeless tyres are, on being
punctured it is less susceptible on getting flattened (I assume you know it
also reduces the kerb weight of the bike as well). Yamaha FZ-16 has the
fattest rear-end tyre with specifications as 140/60-R17, while that of the
front tyre is 100/60-17. Which means the balance is perfect!

GFGC, Shimoga

34

Headlight: The multi-reflector headlight with transparent lens on the front

side provides with perfect illumination.

GFGC, Shimoga

35

Dashboard: Yamaha FZ-16 sports fully digital speedometer and all other
measuring indicators including the odometer, fuel gauge and the tachometer
that have a characteristic of Liquid Crystal Display for clearer vision

GFGC, Shimoga

36

Performance: Its from the Yamaha portfolio, so you can expect a

performance par excellence with respect to the start-up speed (the company
says 0-60 this bike gives the best time. The running speed of Yamaha FZ-16
overtakes all with its unprecedented torque. What more? it comes priced at
Rs. 65000 (ex-showroom). Additionally, the gear ratio provides with
awesome agility and optimum performance on the Indian roads. Its gotten a
spacious seat, so you dont have to worry off your over-sized butts!

The new Yamaha FZ 16 is going to rock the streets!

GFGC, Shimoga

37

Looks and Styling: A magazine writer who has reviewed this bike tells me
that this is the best looking bike in India. But I do not agree. Each kind of
biker has a different taste. Some like smooth lines and big flaring, while
some like the aggressive, naked and bold looks. I prefer the latter! Yes, this
bike is the best looking one in the muscle segment.
Let not the pictures mislead you. The bike looks much better in real. The
size of the tank looks massive. Even though the real tank hides itself from
the outer make up, no one would know! When I saw the bike for the first
time, I felt as if it spoke to me, Hey, look I am here. Definitely a head
turner for sure. Even the majestic Bullet will look small near this bike. And I
am sure that when you park the bike in your college parking lot, Splendors,
Stars and Discovers will think twice before parking near Yamaha FZ16.
You cant help from noticing the macho tires that add to the boldness of the
bike. The 140mm rear tyre is the biggest in India. MRF has made this radial
tubeless tyre exclusively for the FZ16. The front tyre is of 100mm, very
impressive. The short 1.5m exhaust pipe adds to the unique feeling of the
bike.

GFGC, Shimoga

38

No Indian bike has a head lamp shaped like the one in FZ16. Yamaha has
always tried different head lamps with its bikes, and this one is a sure
winner.

GFGC, Shimoga

39

The dashboard is a little disappointing for me. Muscular bikes have analog
meters. This one looks as if this is a toy bike. Sorry for the FZ16 lovers, but
this is the part of the bike I dont like. It features all digital stuff including
tachometer, speedometer, fuel gauge, trip and odometer.
The grip bars for the pillion does not look like one at all. Yamaha has tried
something new with it, fortunately, it looks very cool! And look at the sharp
edge of the tail says something!

GFGC, Shimoga

40

Performance: You cannot compare Yamaha FZ16 with the other premium
bikes in India. The Karizma, Pulsars and R15s are for the long rides and
sporty feel. But most of the Indians ride 90% of the time in city traffic. The
153cc engine of this bike is designed for the urban commute. The machine
churns out 13.6 Nm of torque just at 6000 rpm. The broad tires, low center
of gravity and high torque at low rpm makes it a celebration to drive in city
traffic. I am sure that the so called big-bikers will be left behind once the
signal turns green!

GFGC, Shimoga

41

The bike covers the world standard 0-60 kmph sprint in just 5.5 seconds.
The mid range thrust and the highly tuned throttle response are designed to
give you the feel of a ultra-powerful bike in the urban ride. The maximum
speed is 111kmph. As I said before, this bike is not for the long commutes.
The seats are soft which is comfortable initially, but will yield and give you
a pain in the ass if your drive for more than an hour. Strictly self start, no
kicking anymore. I miss the kick. I used to kick my Karizma to start even
though I had a self starter because I felt that only girls who do not have the
kicking power would press a button with their thumb. But anyway, lets not
blame Yamaha for that!
The open front gives you a good view of the vehicles going ahead and the
broad tires help you twist and turn with ease. You can easily do stunts with

GFGC, Shimoga

42

Yamaha FZ16 because of the superior mass centralization and broad tires.
The 267mm diameter brakes assist in doing easy stoppies. Now you too can
get such a pic for your online profile! The mileage figures are not the
highlights, but it is still doing good. 40kmpl in city and 54kmpl in the
highways.
Verdict: Throw away your sporty looking bikes which people call sports
bikes. Get real, India needs a bike like this. The mono suspension is great
and can be adjusted unlike R15, which helps you to tune according to the
road conditions. You may not have the money to buy Harley Davidson, you
may not want to work all your life to fill the tank with ever increasing fuel
prices and you may not have all the strength to handle a Bullet, but you
definitely have a choice of picking a red, flaming orange or black coloured
Yamaha FZ16.

GFGC, Shimoga

43

Pros:

Manly Looks

Broad & Tubeless Radial Tires

International Branding

Tuned for Urban Riding

First of its Kind in India

Competitive Pricing (Rs.65,000 Ex-showroom)

Six Free Services and 2-Year, 30,000 Km warranty

Cons:

Toyish Dashbaord with Full Digital Stuff. (Would have

been better with dials)

Just three colour options

Could have provided disc brakes for the rear tires.

GFGC, Shimoga

44

As a part of product branding, Yamaha has updates the FZ range with new
color options. The company has said that the entire FZ series will be
available in multiple colors.
Seeing the good demand in the Indian market, the company has also
expressed its interest in bringing CKD of its popular bikes in the country.
The Yamaha FZ series is available in both naked and fully covered versions.

One of the main reasons for the update is due to the huge popularity of the
FZ series of bikes in India. Yamaha has also launched several other bikes
after the success of Yamaha FZ series. An official from the company stated
that there will no changes in the specifications of the bike. The changes are
only cosmetics and will be limited to multiple color options.
GFGC, Shimoga

45

The specifications of the popular Yamaha FZ series are :

153 cc air cooled engine

14 BHP power

13.6 MN torque

5 speed constant mesh gearbox

4 valve engine

FZ is available around Rs 70,500 and FZ-S is priced at Rs

72,280

The FZ series of bikes in India have been doing quite well. The bikes host a
sport look and promise high-end performance.

GFGC, Shimoga

46

General information
Model:

Yamaha FZ16

Year:

2011

Category:

Naked bike
Engine and transmission

Displacement:

153.00 ccm (9.34 cubic inches)

Engine type:

Single cylinder, four-stroke

Power:

14.00 HP (10.2 kW)) @ 7500 RPM

Torque:

14.00 Nm (1.4 kgf-m or 10.3 ft.lbs) @ 6000 RPM

Compression:

9.5:1

Bore x stroke:

58.0 x 57.9 mm (2.3 x 2.3 inches)

Valves per
cylinder:

Fuel system:

Carburettor. BS26

Fuel control:

SOHC

Ignition:

CDI

Lubrication
system:

Wet sump

Cooling system:

Air

Gearbox:

5-speed

Transmission

Chain

type,

GFGC, Shimoga

47

final drive:
Clutch:

Constant mesh wet multiplate

Chassis, suspension, brakes and wheels

Frame type:

Diamond

Front suspension: Telescopic fork

Rear suspension: Monocross
Front tyre
dimensions:
Rear tyre
dimensions:

100/80-17
140/60-R17

Front brakes:

Single disc

Rear brakes:

Expanding brake (drum brake)

Physical measures and capacities

Dry weight:
Weight incl. oil,
gas, etc:
Power/weight
ratio:

126.0 kg (277.8 pounds)

137.0 kg (302.0 pounds)
0.1111 HP/kg

Seat height:

790 mm (31.1 inches) If adjustable, lowest setting.

Overall length:

1,975 mm (77.8 inches)

Wheelbase:

1,335 mm (52.6 inches)

Fuel capacity:

12.00 litres (3.17 gallons)

Other specifications

Starter:

Electric

Electrical:

12V, 2.5 Ah battery

GFGC, Shimoga

48

Color options:

Red/silver
Further information

Parts and

Our partner CMSNL ships low cost OEM motorcycle

accessories

parts to Australia, Austria, Bahamas, Belgium, Canada,

China, Croatia, Cyprus, Czech Republic, Denmark,
Estonia, Finland, France, Germany, Greece, Hong
Kong, Hungary, Iceland, India, Ireland, Italy, Japan,
Kuwait, Latvia, Lithuania, Luxembourg, Macedonia,
Malta, Montenegro, The Netherlands, New Zealand,
Norway, Poland, Portugal, Serbia, Slovakia, Slovenia,
South Africa, Spain, Sweden, Switzerland, Taiwan,
Ukraine, United Kingdom, The United States and more.
Or check out parts and accessories from our other
partners.

Ask questions

Join the 11 Yamaha FZ16 discussion group.

Insurance, loans, Check out insurance here. Search the web for dealers,
tests

loan costs, tests, customizing, etc.

Related bikes

List related bikes for comparison of specs

GFGC, Shimoga

49

GFGC, Shimoga

50

Chapter 5
DATA ANALYSIS AND INTERPRETATION

GFGC, Shimoga

51

Chapter 5
DATA ANALYSIS AND INTERPRETATION
This chapter deals with the analysis of data collected from the survey of
customer opinion about the Yamaha FZ. The data has been analyzed with
reference to the stages involved in the purchase decision process of customer
viz. need arousal information search, evaluation of alternatives, purchase
decision and past purchase behavior of consumer.

In this chapter, we have analyzed the data of respondents. This would

necessitate obtaining the accurate demographic profile of the respondents.
Once the data have been collected the process of analysis begins. It includes
to tabulation and percentage calculations are with the collected data based
upon the analysis of data.
In order to find out customer satisfaction & Perception regarding newly
launched bikes of Yamaha Primary Data was collected by personally visiting
the dealerships and showrooms. With the help of a questionnaire we took the
feedback from the FZ customers who were coming for the services of their
bikes at the dealerships. As well as we contacted some of the customers
through telecalling by taking the data about the customers from the customer
data register of the dealership We interviewed them and discussed with the
showroom staff as well as with the employees at Yamaha which helped us to
prepare our research Report .

GFGC, Shimoga

52

The Secondary Data collection involved internet search, browsing

magazines, newspapers and articles and papers related to the two wheeler
industry in India.
Numerous Journals and books related to the topic were also browsed to
understand the dynamics of the industry.

GFGC, Shimoga

53

Table No-1
Age of customer
Age of the customer
Below 20 years
20-30 years
Above 30 years
Total

No. of respondents
20
60
20
100

Percentage (%)
20
60
20
100

The above table shows that the 20% of the respondents who has taken.
Yamaha FZ age between below 20 years. Followed by 60% buy 20-30 years
of age and 20% buy above 30 years.

GFGC, Shimoga

54

Table-2
Occupation of Customer

Occupation
Business
Govt, employee
Professional
Agriculturalist
Students
Total

No. of Respondents
20
15
25
15
25
100

Percentage (%)
20
15
25
15
25
100

The above table shows that 25% of the respondents are students and
professionals. Followed by 20% are doing business and 15% and 15% are
government employees and agriculturist

GFGC, Shimoga

55

Table No-3
Income of the Customer
Income
Below 10000
10000-15000
15000-20000
Above 20000
Total

No. of respondents
2
15
30
53
100

Percentage (%)
2
15
30
53
100

The above table shows that 30% of the respondents are income in Rs 1500020000. Followed by 15% of respondents are 10000-15000 and 53% of
respondents are above 20000.

GFGC, Shimoga

56

Table -4
Reason for selecting Yamaha FZ
Reason for selecting
Price
More mileage
Appearance
Brand image
Less maintance
Total

No. of respondents
15
23
25
27
10
100

%
15
23
25
27
10
100

The above table shows that 27% of the respondents for brand image 25%,
23%, 15%, 10% for appearance, more mileage, price, and less maintance

GFGC, Shimoga

57

Table-5
How did you came to know about the Yamaha FZ

Path

No. of Respondents

Advertisement

44

44

Friends

24

24

Dealer

20

20

Mechanic

12

12

Total

100

100

The above table shows that 44% of the respondents are advertisement 24%,
20%, and12% respondents of friends dealer and mechanic.

GFGC, Shimoga

58

Table -6
Availability of space parts
Availability of spare parts

No. of respondents

Immediately available

88

88

1 day

12

12

2 days

More than 6 days

100

100

Total

The above tables shows that the 88% of respondents get their spare parts
immediately and 12% of respondents are getting for 1 day.

GFGC, Shimoga

59

Table-7
Mileage covered per Liter
Mileage covered per liter
Below 40
41-50
51-60
Above 61
Total

No. of respondents
85
15
0
0
100

%
85
15
0
0
100

The above table shows that 85% of the respondents used to get a mileage
below 40 per liter. Followed by 15%of respondents getting their mileage 4150

GFGC, Shimoga

60

Table No-8
Level of relationship maintained by Om Ganesh Motors

Level of relationship
Basic
Reactive
Friendly
Proactive
Accountable
Total

No. of respondents
10
20
70
0
0
100

%
10
20
70
0
0
100

The above table shows that the 70% of respondents tells level of relationship
maintained by Om Ganesh Motors in friendly and 10% and 20% are reactive
and basic.

GFGC, Shimoga

61

Table 9
Opinion about the overall service available Om Ganesh Motor
Overall service
Excellent
Very good
Good
Average
Poor
Total

No. of respondents
60
25
15
0
0
100

%
60
25
15
0
0
100

The above table shows that 60% of respondents are graded excellent for
overall service available at Om Ganesh motors and 25% and 15 graded as
very good and good.

GFGC, Shimoga

62

Table No-10
Reaction
Excellent
Very Good
Good
Average
Poor
Total

No. of respondents
72
28
0
0
0
100

%
72
28
0
0
0
100

Compare Yamaha FZ V/s other company brand

The above table shows that the 72% of the respondents Excellent and
28% are very good with Yamaha FZ comparing to other.

GFGC, Shimoga

63

Chapter 6
FINDINGS, SUGGESTIONS AND CONCLUSION

Findings
Suggestions
Conclusion

GFGC, Shimoga

64

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS:
53% of respondents are the users of Yamaha FZ age above 30 years.
25% of respondents are the students and professionals.
44% of respondents came to know about Yamaha FZ vehicle through the
advertisements.
0% of respondents are using Yamaha FZ bike more than 6 days.
60% of respondents say that the Yamaha FZ overall performance is
excellent .
85% of respondents say that they are getting the mileage of below 40 per
1 liter.
70% of respondents say that Om Ganesh motors have maintained friendly
relationship.
60% of respondents say that over al service rendered by Om Ganesh
motors is excellent.
72% of respondents say that Yamaha FZ is excellent bike than other
company bike.

GFGC, Shimoga

65

SUGGESTIONS:
To offer accessories at discount price to customer. At present some
customers buy spares from local market because they are low prize. But
customers forget that these spare parts are not equivalent qualitatively to
those, which are sold by authorized dealer.
To conduct free service camps and to give discount for that period.
Manufactures should conduct free service camps at least once or twice in
a year a year at the dealer point and the company service engineers
should supervise these service camps.
The dealer should improve the display of two wheelers and also the
dealer should highlight the advantages of model when compared to other
models.
To maintain the quality where many of the manufactures when they look
more turnover or when product in having a good demand in the market
once a manufacture gets a top position in the market many of them fail to
maintain the quality of the model. This should be avoided so that they
can maintain and improve their turnover. To improve advertising strategy
to the media, most of the customers buy their two wheelers after having a
complete knowledge of the model, i.e. particulars about model regarding
cast factor, special features and other specification. So that these dealers
have to advertise more in local channels news papers etc.

GFGC, Shimoga

66

CONCLUSION:
In conclusion, it may be said that Yamaha FZ has a good market share
in the competitive market. Nowadays Yamaha FZ has become a leader
leaving behind competitors like Bajaj, Hero, Honda, and TVS in Shimoga
city.
From the survey, it is evident the some of the Yamaha FZ owners are
dissatisfied with service of the vehicles and price also so it is better that the
company and dealer should undertake necessary steps and try to prevent
shift to other brands. It is better that the company should review the pricing
policy.
The other statements are:
The Yamaha FZ two wheelers are very popular in case of business class.
Majority of buyers are influenced by existing users [friends].
Majority of buyers have purchased the vehicle due to its more mileage.
Majority of buyers have gives the opinion the Yamaha FZ two wheelers is a
good vehicle compared to others.
Majority of buyers have said that they will recommend others to buy
Yamaha FZ
At present, there is a good demand for two wheelers but the dealers so
as to meet the demands of customers because if the supply is not made to
customer time, they choose other dealer or brand should streamline the
supply.
GFGC, Shimoga

67

Companies should give incentives and other assistance for record

sales done by the dealer so that they are motivated to do more sales and also
they can earn money.
Companys service engineers should visit their dealers at least twice in
the month so that the customer can have a direct contact with them and they
can know better about their vehicle. It is preferable to have a service team
for each area region.
The Government should reduce tax on both the vehicle and spare parts
so that they are available to customers at economical price.
Yamaha FZ must establish its dealer network and spare parts availability
within the reach of customer.

GFGC, Shimoga

68

Annexure
Questionnaire
Bibliography

GFGC, Shimoga

69

Annexure
Questionnaire
Dear Sir/ Madam
I am Hanumantha Naik .C student of final year BBM in GFGC,
Shivamogga. I am doing a project report entitled Consumer attitude
towards Yamaha FZ - A case study Om Ganesh Motors, Shimoga for the
part fulfillment of BBM degree. As a part of the project, I am conduct in
survey to study your responses towards the past and present information.
I request you to spend a few minutes for the source of my project
report.
Thanking you,
Yours faithfully
Hanumantha Naik .C
1. Name

2. Address

3. Maritial status
a) Married
b) Unmarried
4. Age of the Customer
a) Below 20 years

[]

b) 20-30 years

[]

c) Above 30 years

[]

GFGC, Shimoga

70

5. Qualification
a) SSLC

[]

b) PUC

[]

c) Graduate

[]

d) Post Graduate [ ]
e) Other

[]

6. Occupation
a)
b)
c)
d)
e)

Business
Professional
Students
Others
Agriculturist

[]
[]
[]
[]

7. Income of the customer (per month)

a)
b)
c)
d)
e)

Below Rs 5000
5000-10000
10000 to 15000
15,000 -20000
Above 20,000

[]
[]
[]
[]
[]

8. Do you have a two wheeler?

a) Yes

[]

b) No

[]

GFGC, Shimoga

71

9. If you when Bend do you own?

a)
b)
c)
d)
e)

Bajaj
[]
Hero Honda [ ]
Yamaha
[]
TVS
[]
Others
[]

10.State the reason for purchasing Price Yamaha FZ

a) More mileage
[]
b) Less maintenance [ ]
c) Brand image
[]
11.How did you come to know about the Yamaha FZ ?
A) Advertisement

[]

B) Friends

[]

C) Dealer

[]

D) Mechanics

[]

12.How many you been using Yamaha FZ ?

a)
b)
c)
d)

1 month
1-3 month
3-6 month
More than 1 year

GFGC, Shimoga

[]
[]
[]
[]

72

13.Whether you are satisfied with spare part

a) Average
b) Satisfied
c) Dissatisfied

[]
[]
[]

14.Indicate the overall performance of the vehicles

a) Highly satisfied
b) Satisfied
c) Dissatisfied.

[]
[]
[]

15.Will you recommend for purchase Om Ganesh Motors

a) Yes [ ]
b) No

[]

16.Mileage covered per liter.

a)
b)
c)
d)

Below 50
50-60
60-70
Above 70

[]
[]
[]
[]

17. Kindly specified your opinion about Om Ganesh motors?

a)
b)
c)
d)
e)

Excellent
Very good
Good
Average
Poor

[]
[]
[]
[]
[]

18.When do you feel about office purpose?

a) Highly satisfied
b) Satisfied
GFGC, Shimoga

[]
[]
73

c) Dissatisfied

[]

19.Which media do you like advertisement of the Yamaha FZ ?

a)
b)
c)
d)

Television
Newspaper
Banner
Pamphlets

[]
[]
[]
[]

20.What do you feel when you with compare Yamaha FZ ?

Other companies brand?
a)
b)
c)
d)

Excellent
Good
Average
Poor

GFGC, Shimoga

[]
[]
[]
[]

74

21.Rank the vehicle according to your view1st, 2nd 3rd)

a)
b)
c)
d)
e)

Yamaha FZ
TVS Apache[ ]
Bajaj Discovery
Honda Shin
Hero Honda

[]
[]
[]
[]

22.Give your suggestion to improve your vehicle.

Place

Signature

Date

GFGC, Shimoga

75

Bibliography

Text Books
Philip Kotler

Principles of Marketing

Organization behavior

Philip kotler

Journals and Magazines

Auto India
Car and bike international
Business Times
Websites:
www.yamahaindia.com
www.motosindia.com
www.bikes.com
www.autoindia.com
www.google.com

GFGC, Shimoga

76

GFGC, Shimoga

77