Project BBM

Customers satisfaction towards post sales on Yamaha Motors 2012-2013
PROJECT GUIDE CERTIFICATE
Mr., Shaik Aarif, a final year Bachelor of Business Management
student of SRI VIJAYADURGA DEGREE COLLEGE, KURNOOL in partial
fulfillment for the award of degree of Bachelor of Business Management has done
his project entitled “A Study on consumer satisfaction towards Post sales on
Yamaha Motors” under my guidance.
All the details collected and furnished by him are true and original to my
knowledge.
Place :
Date :
Project Guide
DEPT OF MANAGEMENT STUDIES 1

ACKNOWLEDGEMENT
I express my sincere thanks to Mr. …………….garu, Sales Manager
of PRANI MOTORS Pvt. Ltd Kurnool. Who guided me through my
project with consent co-operation, encouragement and motivation.
My great thanks to our chairmen Mr P. Surya Narayana Babu
garu for the co-operation.
I express my heartful and sincere gratitude to our college
principal SMT.A.Padmavathi garu M.COM, B.Ed, PGDCA for her
encouragement, co-operation and valuable support, in the
completing the project work.
My project guide…………… garu has provided his valuable inputs
as and when required. I heart fully thanks to him for his help
constant support.
I wish to place on record my gratitude to all he customers. I
have met during the data collection phase of y project. Their inputs
are indispensable.
Last but not least, I would like to acknowledge my parents and
friends to have been always behind me for sharing the resources
required for successful completion of this project.
Shaik Aarif
(BBM)

DECLARATION
I, Mr. Shaik Aarif, a bonafide student of SRI
VIJAYADURGA DEGREE COLLEGE, Kurnool, would like to
declare that the project entitled “ A study on Satisfaction
Towards Post Sales on Yamaha Motors” and submitted to
SRI VIJAYADURGA DEGREE COLLEGE in carrying out the partial
fulfillment of the requirement of Bachelor of Business Management
Degree course of Rayalaseema University, Kurnool is my original
work.
Place :
Date :
Shaik Aarif
(BBM)

CONTENTS
CHAPTER 1 - COMPANY PROFILE [5 - 22]
CHAPTER 2 - THERIOTICAL BACKGROUND [23-36]
CHAPTER 3 - OBJECTIVES OF THE STUDY [37-39]
CHAPTER 4 - RESEARCH AND METHODOLOGY [40-43]
CHAPTER 5 - DATA ANALYSIS & INTERPRETATION [44-58]
CHAPTER 6 - FINDINGS & SUGGESTIONS [59-63]
CHAPTER 7 - SWOT ANALYSIS [63-65]
CHAPTER 8 - CONCLUSIONS [66-68]
CHAPTER 9 - QUESTIONNAIRE & BIBILIOGRAPHY [69-74]

COMPANY PROFILE
&
INDUSTRY PROFILE

COMPANY PROFILE
PRANI MOTORS (P) LTD
CONQUERING GREATER HEIGHTS:
Prani motors, in methology, are an enchanting birds and a

symbol of immorality. Talking his is an inspiration, we at prani motors,
set-out to chart new frontiers. And we have done so in style, with a track
record that speaks for itself. We ensure maximum customer satisfaction,
while maintaining the success streak that is unparalleled.
Our distinction:
One of the largest authorized dealers for Yamaha motors.
Partners in progress:
We are the preferred partners of Yamaha motors, chiefly due

our successful sales record and quality. Our facilities have remained
unsurpassed, as we strive very day better ourselves.
Commanding Presence:
The Prani motors showroom is spread over an impressive

7,300sq.ft. It is a symbol of our vision o be best n every sphere and offer
the same to our customers.

Space friendly:
The interiors are aimed at making you feel completely at ease,

in luxury. Because for us the customer is King, one who deserves a regal
offering. The setting is opting for times when you need to switch into a
relaxed staff of mind.
Technology to stay ahead:
We are equipped with the latest technology advancement in the

industry. In order to give the best of service when it matters. Not just to
be part of, but to build the future, is also our motto.
Ambience that excludes relaxation:
Ours is one of the few service centers be equipped with a fully

fledged customer waiting lounge. Apart from a television and pool table,
it has a wed kiosk to keep you connected all the time.
Service with commitment:
Ours dedicated team of mechanical specialties offers expert

treatment for your vehicle. We ensure consistency in performance each
time, without fail.
Attention to details:
We provide genuine spare parts and accessories to ensure

exceptional performance. Every single aspects related to your vehicle is
taken care of at our premises.

Dealing made convenient
It is part of our commitment policy to give advantage to the

customer at every juncture. We offer assistance of every kind at our
premises itself, which makes it a one stop facility.
Expert guidance at every step:
Our sales team gives most priority to your satisfaction. When

you need help to makes the right choice, it is ensured that right choice, it
is ensured that the result is beyond your expectations. Thus making it a
point that get the best in both luxury and comfort always.
SOME OF THE YAMAHA BIKES



INDUSTRY PROFILE
Motorcycles have made their debut around the 1950s; this

section looks at the two wheelers which have over the years caught the
imagination of country. It was in the year 1954 that the Indian
government ordered for total number of 800 motorcycles to man the
Pakistani borders. In came the Bullets which were initially launched in
England as a 350cc bike and it was upgraded to 500cc a year or so later.
These bikes have remained unaltered, barring some cosmetic changes
which have undergone over the years.

Two Wheelers in India

The feeling of freedom and being ne with the Nature comes
only from riding a o wheeler. Indians refer the w heelers because of their
small manageable size, low maintenance, and pricing and easy loan
repayments. Indian streets are full of people of all age’s groups riding a
two wheeler. Motorized two wheelers are seen as a symbol of status by
the populace. Thus, in India, we would see swanky four wheels jostling
with our ever reliable and study steed the two wheeler.
Two Wheeler Manufacturers
The two-wheeler manufacturers are especially encouraged by
the enthusiasm of the young riders who look for trendy products all the
time. Some of the motorbike manufacturers are also targeting young
ladies and, making bikes available that are comfortable.
The launch of the Mopeds has revolutionized the entire concept
of transportation for the women’s. Mopeds are light weight, easy to
drive and cost effective. In a way- Mopeds are tailor made keeping the
needs of young girls and office going women’s in mind.
Such is the craze for bikes that it comprises the major
percentage f the two- wheelers industry followed by mopeds and
scooters.
Now, college going crowd and youths find bikes smarter and better for
transportation. The best part about a bike is that it provides quick and
easy transportation, and can be parked anywhere around.

Various factors such as the availability of bikes on reasonable

rates, auto loans and higher disposable incomes have contributed o an
evident upsurge in the demand of bikes. There’s a marked change in the
preferences of the buyers, as most of them prefer bikes to scoters and
mopeds. Scoters have been the darlings of Indian masses for long
because of the convenience it provides to the wider net of customers.
Two –wheeler manufacturers have also introduced scooters for that are a
handy mode of committing for the physically challenged. In India, two
wheelers have captured the imagination of young generation
everywhere. They are as much popular in the rural areas as they are in
cities and towns. The easy maintenance, affordable price and ability to
adjust in any kinds of road have made them dear to one and all.
Moreover, now-a –days getting finance or a loan has become a

trouble free affair and the members of bike riders are only growing with
each passing day. Your two-wheeler also needs your care and attention
all the time. With automobile India, you need not worry about the
maintenance tips, statistics, insurance, finance and latest trends in the
two wheeler industry. It is all there at the click of your mouse.
Corporate Information:
About Yamaha Motor India Pvt Ltd.
Yamaha made its initial foray into India in 1985.
Subsequently, it entered into a 50:50 joint venture with the Escort 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 Motors Co., Ltd, Japan.

Yamaha Motor India operates from its state of the art manufacturing
units at Faridabad in Haryana and Surajur in Uttarpradesh and produces
motorcycles both for domestic and export markets. With a strong
workforce of 2000 employees, Yamaha Motors India 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 100cc 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).
Vision, Mission and Core Competencies:
YAHAMA as the “exclusive & trusted brand” of customers
by “creating Kando” (touching their hearts) – the first time and every
time with world class products & service delivered by people having
“passion for customers”
Mission
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 needs of
our customers and provide valve 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 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 valves and knowledge across our customers thereby earning
the loyalty of our partners & increasing our stakeholder value.
FOUNDING HISORY:
Paving the Road to Yamaha Motor Corporation
“I want to carry out trail manufacture of motorcycle engines.” It

was from these words spoken by Ginichi Kawakami (Yamaha Motor’s
first president) in 1953, that today’s Yamaha Motor Company was born.
“If you’re going to do something, be the best” Genichi Kawakami
Genichi
Kawakami was the first
son of kaichi Ka-
wakami the third-
generation president of
Nippon Gakki (musical
instrument and electronics;
presently Yamaha
Corporation). Genichi studied and graduated from Takachiho Higher
Commercial School in of March of 1934. In July of 1937, he was the
second Kawakami to join the Nippon Gakki Company.

He quickly rose to positions of manager of the company’s

Tenryu Factory Company (musical Instruments) and then Senior
General Manager, before assuming the position of fourth – generation
President in 1950 at the Young age of 38. In 1953, Genichi was looking
for a way to make use of idle machining equipment that had previously
been used to make aircraft propellers. Looking back on the founding of
Yamaha Motor Company, Ginchi had this to say, “While the Company
was performing well and had some financial leeway, I felt the need to
look for our next area of business. So, I did some research.”
He explored producing many products, including sewing

machines, auto parts , Scooters, three- wheeled utility vehicles, and
motorcycles. Market and competitive factors led him to focus on the
motorcycle market. Ginichi actually visited the United States many
times during this period.
He asked about this
decision, he said, “I had my
research division chief and
other managers visit leading
motorcycle factories around the
country. They came back and
told me there was still plenty of
opportunity, even if we were
entering the market late. I didn’t want to be completely unprepared in
this unfamiliar business so we toured to German factories before setting
out to build our first 125cc bike. I joined in this tour around Europe
during which my chief engineers learned how to build motorbikes. We
did as much research as possible to insure that we could build a bike as
good as any out there. Once we had that confidence, we started going.”

The first Yamaha

motorcycle the YA-1.
“If you are going to make it,
make it the very best there
is.” with these words as their
motto, the development team
poured all their energies into
building the first
Prototype, and ten months later in August of 1954 the first model was
complete. It was the Yamaha YA-1.The bike was powered by an air-
cooled, 2-stroke, single cylinder 125cc engine. Once finished, it was put
through unprecedented 10,000km endurance test.
To ensure that its quality was top-class. This was destined to
be the first crystallization of what have now become a long tradition of
Yamaha creativity and an inexhaustible spirit of challenge.
Then, in January of 1955 the Hamakita Factory of Nippon

Gakki was built and production began on the YA-1. With confidence in
the new direction that Ginichi was taking, Yamaha Motor Co., Ltd. was
founded on July 1, 1955. Staffed by 274 enthusiastic employees, the new
motorcycle manufacturer built about 200 units per month. That same
year, Yamaha entered its new YA-1 in the two biggest race events n
Japan. They were the 3rd Mt.Fuji Ascent Race and the 1st Asama
Highlands Race. In these debut races Yamaha won the 125cc class. And,
the following year the YA-1 on again in both the light and Ultra-light
classes of the Asama Highlands Race. By 1956, a second model was

ready for production. This was the YC1, a 175cc single cylinder two-
stroke. In 1957 Yamaha began production of its first 250cc, two-stroke
twin, he YD1.
The first Yamaha to compete

in America(1957).
Based on Ginichi’s firm
belief that a product isn’t a
product until it can hold its
own around he world, in 1958
Yamaha become the first
Japanese maker to venture into
international race arena. The
result as an impressive 6th
place in the Catalina Grand prix race in the USA. News of this
achievement won immediate recognition for the high level of Yamaha
technology not only in Japan but among American race fans, as well.
This was only start.
However Yamaha
took quick action using the
momentum gained in the
USA and began marketing
their motorcycle through an
independent distributor in
California. In 1958, Cooper
Motors began selling the
YD-1 250 and MF-1(50cc,

two – stroke, single cylinder, step through street bike). Then in 1960,
Yamaha International Corporation began selling motorcycles n the USA
through dealers.
With the overseas experience under his belt, in 1960, Ginichi

then turned his attention followed by the RUN-13 and the P-7 123cc
outboard motor.
In 1963, Yamaha demonstrated its focus on cutting- edge,
technological innovating by developing the Auto lube to the Marne
industry and the production of the first Yamaha boats and outboard
motors. This was the beginning of an aggressive expansion into new
fields utilizing the new engines and FRP (fiberglass reinforced plastic)
technologies. The first watercraft model was the CAT-21, System. This
landmark solution was a separate oil injection system for two-stroke
models, eliminating the inconvenience of pre-mixing fuel and oil.
Yamaha was building a strong reputation as a superior
manufacturer which was reflected in its first project carried out in the
new Iwata, Japan Plant, built in 1966. (The YMC headquarters was
moved to Iwata in 1972) Toyota and Yamaha teamed up to produce the
highly regarded Toyota 2000 GT sports car. This very limited edition
vehicle, still admired for its performance and craftsmanship, created a
sensation among enthusiast n Japan and abroad.
Genichi said,” I believe that the most important thing when
building a product is to always keep in mind the standpoint of the people
who will use it”
An example of the commitment to “walking in the customer’s shoes”
was the move in 1966 by Yamaha to continue its expansion. Overseas

motorcycle manufacturing was established in Thailand and Mexico. In

1968, the globalization continued with Brazil and the Netherlands. With
manufacturing bases, distributors and R&D operations in a market,
Yamaha could be involved in grassroots effort to build products that
truly met the needs of each market by respecting and valuing the distinct
national sensibilities and customs of each country. Yamaha continues
that tradition, today.
By the late 1960s, Yamaha had quality products that had

proven themselves in the global marketplace based on superior
performance and innovation. Distribution and product diversity were on
the right track. But Genichi knew that beyond quality, success map in
the USA. The DT-1 exemplified the power of original ideas, forward
vision, and quick action coupled with keeping in mind the customers’
desires.
In years to come Yamaha continued to grow ( and continues to
this day). Diversity increased with the addition of products including
snowmobiles, race kart engines, generators, scooters, ATV’s, personal
watercraft and more. Ginichi Kawakami set the stage for Yamaha Motor
Company’s success with his vision and philosophies. Total honesty
towards the customer and making products that hold own enables the
company that serves people in thirty-three countries, to provide an
improved lifestyle through exceptional quality, high performance
products.
Ginichi Kawakami’s history with Yamaha was long and rich. He

saw the new corporate headquarters in Cypress, California and the 25th
Anniversary of Yamaha becomes a reality in 1980. He also watched bike

20 million roll off the assembly line in 1982. Ginichi passed away on
May 25, 2002 yet his vision lives on through the people and products of
Yamaha, throughout the world.
About Yamaha Motor India Sales Private Limited
Yamaha Motor India Sales Pvt Ltd is a wholly owned

subsidiary of Yamaha Motor Co, Ltd Japan. Its product range includes
Gladiator, G5 in the standard segment and Crux S in the basic segment.
Holding a lot the spirit of commitment to customer satisfaction
Yamaha Motor India Sales Ltd is enriching lives of people with the
same ingenuity and enthusiasm as its parent company – Yamaha Motor
Co, Ltd Japan.
Having operated n India as technology provider for almost two
decades, YMI was incorporated in August 2001 as 100% subsidiary of
YMC, Japan. Since then we have been in the process of redefining our
business processes and extending the awe and power associated with the
legacy of the Yamaha Group. Adhering to our Corporate Mission –
“Creating Kando – Touching Your Heart” we are striving to touch every
Heart across the length and breadth of India.
 Why Yamaha?
Yamaha has a Motivated Employee Force and our employees

are “ Proud to be member of Yamaha family”.

We at Yamaha give emphasis to Transparency & Team –

Based culture. Our workforce is Focused & Target Oriented. Yamaha is
a Cohesive & Dynamic Organization, where people are given authority
and empowerment and people have Ownership of the Job. They are
accountable for results.
Yamaha is a Cohesive & Dynamic Organization, where people
are given authority and empowerment and people have Ownership of the
Job. They are accountable for results.
We believe in Continuous learning through a systematic
Training & Education process. Career Planning is a part of the corporate
culture. Track for career is kept for all the employees. Our philosophy is
PEOPLE IS 90% BUSINESS.

THEORETICAL BACKGROUND

CUSTOMER SATISFACTION TOWARDS POST SALES:
After purchase the product customer satisfaction then the level

can be identified by framing the relation between the customer
expectations and products’ perceived performance. If it meets
expectations the consumer is satisfied, if exceeds, the consumer is
delighted
The large gap between expectation and performance, the

greater the consumer dissatisfaction. This suggests the marketer should
make product lines that faithfully represents the product performance sot
that consumer are satisfied same marketers even understand
performance level to boost the consumer satisfaction with product.
The consumer may from purchase intention base product

benefit. Marketer has to identify the reason for dissatisfaction and to
modify or to induce a new product to meet customer’s requirements. By
this marketer may achieve his/her Originations.
Never before has the two wheeler industry been in such a great
ferment as it finds today. The advent of liberalization era has in its wake,
intensified competition in every single industry by causing a
proliferation of companies both inland and foreign. The two wheeler
industry has been no expectation.

The scooter, which has almost synonymous a two wheeler,

today finds itself n intents competition against the sleek, fuel efficient
motorbikes. At the lowering have been mopeds catering to the middle
and low income groups. And now, it is Yamaha bikes, which are no. 1 in
the two wheeler market. Given the steady and complex changes that are
occurring in the two wheelers industry there is the need for the probing
the market assessing the performance and promise of the various two
wheeler categories. The study is an effort in the direction. The primary
objective of the study is to take stock of the situation prevailing in the
two wheeler.
In the two wheeler market as certain the promise that the

market holds for the newly introduced Yamaha two wheeler. Through
more than Indian Market. They have not to make the kind of impact on
the consumer as they were expected to be. The issue s what has been the
reason; the resent study addresses itself to that important question and
tries to formulate, based on the finding of the study, appropriate and
plausible marketing strategies for their successful performance.
COMPLAINT AND SUGGESTION SYSTEMS:

A customer- centered organization would make it easy for its
customer o deliver suggestions and complaints. Many restaurant and
hotels provide forms for guests to report their like and dislikes. A
hospital could place suggestion boxes in the corridors, supply to existing
patients, and hire a patient advocate to handle patient grievances. Some
customer- centered companies-P&G, general Electric, Whirlpool-
establish “customer hot lines” to maximize the case with which
customers can inquire, make suggestions or complain.

CUSTOMER SATISFACTION SURVEYS:

A company must not conclude that it can get a full picture of
customer satisfaction and is satisfaction by simple running a complaint
and suggestion system. Studies show that customer is dissatisfied with
one out of every four purchases and less that 5% of dissatisfied
customers will complain. Customers may feel that their complaints are
minor, or that they will be made to feel stupid, or that no remedy will be
offered. Most customers will buy less or switch suppliers rather than
complain. The result is that the company has needlessly lost customers.
SOME CAUTIONS IN MEASURING CUSTOMERS

SATISFACTION:
When customers rate their satisfaction with an element of the
company’s performance, say delivery, we need to recognize that
customers will vary in how they define good delivery. It could mean
early delivery, on-time delivery, order competence’s, and so on. Yet f
the company had to spell our every element in detail, customers would
face a huge questionnaire. We must also recognize that two customers
can report being “highly satisfied” for different reasons. One may be
easily satisfied most of the time and the other might be hared to pleasure
but was pleased on this occasion.
Observations On Customer Satisfaction:

Customer satisfaction will be lower in industries where the
industry offers homogeneous product to a heterogeneous market. On the

other hand, industries that supply a high – quality homogeneous product

to a homogeneous market will register high satisfaction. Customer
satisfaction is lower in industries where repeat buyers face high
switching costs. They have to buy from the supplier even through their
satisfaction is low.
Industries which depend upon repeat business generally create
a higher level of customer satisfaction. As a company increase its market
share, customer satisfaction can fall. This is because more customers
with heterogeneous demands are drawn into buying a fairly
homogeneous product.
DELIVERING CUSTOMER VALUE AND SATISFACTION:

Given the importance of customer value and satisfaction, what
does it take to produce and deliver it ? To answer this, we need to
introduce the concepts of a value chain and value – delivery systems.
RETAINING CUSTOMERS:
Companies are not only seeking to improve their relations with

their partners in the supply chain. Today they are intent on developing
stronger bonds and loyalty with their ultimate customers. In the past,
many alternative suppliers were just as deficient in quality and service,
or the market was growing so fast that the company did not worry about
fully satisfying its customers. The company could lose 100 customers a
week and gain another 100 customers and consider its sales to be
satisfactory. But this is a condition of high customer churn and it involve

a higher cost than if the company retained all 100 customers and
acquired no new ones. Such a company is operating on a “leaking
bucket” theory of its business, namely that there will always be enough
customers to replace the defecting ones.
Introduction to Marketing Management

What is Market?
Market can be defined by the following three concepts.
PLACE CONCEPT:
A market may be considered as a convenient meeting place where
buyer and seller gather together for exchange of goods.
AREA CONCEPT:
It is the economic concept any area providing set of price making
forces may became a market.
DEMAND CONCEPT:
Market means a group of people having unlimited wants,
purchasing power to make effective and the will to spend their income to
fulfill those wants. Under keen competition a market wants to create or
capture and retain the market through an appropriate marketing mix
offered to a target market. The market offering must meet fully
customers demand concept of marketing assume unique.
“Marketing is a social and managerial process by which
individual and groups obtain what they need and want through creating,
offering and exchanging products of value with others.”
--Philip Kotler.

TYPES OF MARKETS
1. On the basis of selling area, we have local, national and
international markets.
2. On the basis of article of trade, we have product markets.
THE MARKETING PROCESS
Planning at the corporate, division and business levels is an integral part
of the marketing process.
TWO VIEWS FOR THE VALUE-DELIVERY PROCESS
1) TRADITIONAL PHYSICAL PROCESS SEQUENCE
MAKE THE PRODUCT
DESIGN PRODUCT PROCESS MAKE
PRICE SELL ADVERTISING SELLING THE

PROMOTE PRODUCT
2) VALUE CREATION AND DELIVERY SEQUENCES:

CHOOSE THE VALUE
 Customer segmentation

 Market selection process

 Value positioning
PROVIDE THE VALUE
 Product development
 Service development
 Pricing
 Sourcing marketing
 Distinguish servicing
COMMUNICATE THE VALUE
 Sales process
 Sales force
 Sales Promotion
 Advertising
MARKETING MIX:
Is the set of marketing tools that the firm uses to pursue its
marketing objectives in the target market.
Marketing mix is one of the key concepts in modern marketing
theory.
PRODUCT: The firm’s tangible offer to the market, which includes the
product quality, design, feature, branding and packing.
PRICE: The amount of money that customer pay for the product.
PLACE: Another key marketing mix tools include the various activates
the company under takes to make the produce accessible and available to
target customers and must identify, recruit and link various activities the
customer’s tatters to supply its products and services efficiently.

PROMOTION: Includes all the activities the company undertakes to

communicate and promote its products to the target market.
4 p’s of Marketing Mix
PRODUCT
PLACE
PLACE TARGET PRICE
MARKE
T
PROMOTION
ABOUT MARKETING
MARKETING is a social and managerial process by which
individuals and groups obtain what they need and want through creating
offering and exchanging products of the value with others.
The definition of marketing rests the following core concepts:
 Needs, Wants and Demands.

 Products (goods, services and ideas )

 Value, cost and Satisfaction.
 Exchange and Transaction
 Relationships and networks: markets and marketers and prospects.
Needs, Wants and Demands:
Marketing starts with human need and wants. People need
food, air, water, Clothing and Shelter, safety, belonging and esteem.
These needs are not created by society or by marketers. They exist in the
very texture of human biology and the human condition. Beyond this,
people have desire for recreations, education and other services. They
have “strong preferences for particular versions and brands of basic
goods and services.
Wants are desires for specific satisfiers of needs and
American needs food and wants a hamburger, French fries and a coke.
In another society these needs might be satisfied differently. A hungry
person n Mauritius may want mangoes, rice, lentils’ and beans although
people’s needs are few, their wants are many human wants are
continually shaped and reshaped by social forces and institution,
including churches, schools, families and business corporations.
Demands are wants for specific products that are backed by
and ability and willingness to them. Wants become demands when
supported by willing to buy one. Companies must therefore measure not
only how many people want their product but, more importantly, how
many would actually be willing and able to buy it.
These distinctions shed light on the frequent criticism that
“marketers create needs” or “Marketers get people to buy things they
don’t want”.

Marketers do not create needs; needs pre-exist marketers.

Marketers, along with other societal influences, influences want.
Marketers might promote the idea that a Mercedes would satisfy a
person’s need for social status. Marketers influence demand by making
the product appropriate, attractive, affordable and easy available to
target consumers.
Product ( Goods, Service and Ideas) :

People satisfy their needs and wants with products. A product
is anything that can be offered to satisfy a need or want. Occasionally
we will use other items for product, such as an offering or Solution. A
product or offering can consist of as many as 3 components: Physical
Goods (s), Service (s), and Ideas. For example a fast – food restaurant is
supplying goods (Hamburgers, fries, and soft drinks), service
(purchasing, cooking and seating ) and an idea ( ‘saves me time’).A
computer manufacturer is supplying goods (computer, monitor, printer)
services (delivery, installation, training, maintenance, repair and an idea
(Computation power ). A church offers less in the way of physical goods
(wine, water) and, ore in the way of services (sermon, singing,
education, and counseling) and ideas (‘community, salvation’).
The importance of physical products lays not so much in

owning them as in obtaining the services they render. We buy a car
because it supplies transportation service; we buy a microwave oven
because it supplies us cooking service. Thus physical products are really
vehicles that deliver services to us.

In fact, other vehicles, such as people, places, activities,

Organizations and ideas also supply services. If we are bored, we can
attend a comedy club and watch a comedian travel to a warm
vacationland like Bermuda (place); go to the health club (activity); join a
hiking club (organization; or adopt a different philosophy about life
(idea); A major trend n the United States is the explosion of services and
Organizations. In fact, Over 70% of the nation’s gross national product
and employment occurs in the service sector.
Manufacturers often make the mistake of paying more

attention to their physical products than to the services produced by
those products. They see themselves as a selling a product rather than
providing a solution to a need. A carpenter is not buying a drill; he is
buying a hole. A physical object is a means of packing a service. The
marketer’s job is to sell the benefits or services built in to physical
product rather than describe their physical features. Sellers who
concentrate their thinking on the physical product instead of the
customer’s need are said to suffer from marketing myopia.
Value, Cost and Satisfaction:
How do consumers choose among the many products

that might satisfy a given need? Suppose Tom more needs to travel three
miles to work each day. He could use a number of products to satisfy
this need: roller skates, a bicycle, a Motorcycle, a car, a taxicab, or a
bus. These alternatives constitute his product Choice set. Now assume
that ore would like to satisfy, ease and economy. Each product has a

different capacity to satisfy his need set. A bicycle is more economical.

Somehow Tom Moore has to decide which product will deliver the most
total satisfaction.
The guiding concept here is value and satisfaction.

Value is the customer’s estimate of the product’s overall capacity to
satisfy his/her needs. Suppose Tom is primarily interested in the speed
and ease of getting to work. If he were offered any of these products at
low cost, he would choose the automobile. But since each product
involves a cost, he will not necessarily choose the car, which costs
substantially more than a bicycle or cab ride. Tom will have to give up
other things (called the opportunity cost) to obtain the car. Therefore he
will consider the product’s value and price before making a choice. He
will choose the product that produces the most value per dollar.
According to DeRose, value is the “the satisfaction of customer

requirements at the lowest possible cost of acquisition, ownership and
use”
Exchange and Transactions:
People can obtain products in one of the four ways. The first
way is self-production people can relieve hunger through hunting,
fishing or fruit gathering. In this case, there is no market and no
marketing. The second way is coercion. Hungry people can rest or steal
food from others. No benefits are hungry people can approach others

and beg for food. They have nothing tangible to offer a resource in
return for food, such as money, a good, or a service. Marketing emerges
when people decide to satisfy needs and wants through exchange.
Exchange is an act of obtaining a desired product from someone by
offering something in return. For exchange potential to exist, 5
conditions must be satisfied:
1) There are two Parties.
2) Each part has something that might be of value to the other
party.
3) Each party is cable of communication and delivery.
4) Each party believes it appropriate or desirable to deal with the
other party.
Whether exchange actually takes place depends upon whether

the two parties can agree on terms of exchange that will leave them both
better off (and at least not worse off) than they were before the
exchange. Normally leaves both parties are engaged in exchange if they
are negotiation and moving towards an agreement. When an agreement
is reached, we say that a transaction takes place.
A transaction is a trade of valves between two or more parties. We must

be able to say : A gave X to B and received Y in return. Jones gave $400
to smith and obtained a television set.

OBJECTIVE
&
SCOPE OF THE STUDY

OBJECTIVES OF THE STUDY

 To study responses on the brand choice.
 To identified the consumer choice of brand.
 To know the buyer responses on the dealer’s choice.
 To identify the importance of money in the purchase
amount choice.
 To know whether the consumer are satisfied with the bikes
performance or not.
 To identified how many number of customers are for
insurance after purchase.
 To evaluate the rating of bikes.
 To study the responses and all commodities of bike choice.
NEED AND IMPORTANCE OF THE STUDY
The marketer’s job not ends with the selling of the product.
Marketer’s duty is to find out the satisfaction or dis-satisfaction of the
consumer towards the product. After purchase the product customer’s
satisfaction then the levels can be identified by framing the relationship
between the consumer’s expectations and the product perceived

performance. If the product falls short of the expectations, consumers

will be disappointed. If it meets expectations the consumer is satisfied, if
it exceeds, the consumer is delighted.
The larger gap between expectations and performance, the

greater the consumer dissatisfaction. This suggests that marketer should
make product lines that faithfully represent the product performance so
that consumer is satisfied some marketers even understand performance
levels to boost the consumer satisfaction with product.
The consumer may form a purchase intention based product benefits.
Marketer has identified the reasons for dissatisfaction and to modify or
to induce a new product to meet consumer’s requirements. By this
marketer may achieve his/her organization.
SCOPE AND PERIOD OF STUDY
The project study “CONSUMER SATISFACTION
TOWARDS POST SALES ON YAMAHA MOTORS” provide an
insight into the different parameters of buyers decision that make people
to purchase, thereby providing a clear picture to the manufacturer and
the dealer of Yamaha the way to attract and retain the customer for the
survival and growth.

RESEARCH
AND
R
MEHODOLOGY E
S
E
A
R
C
H
A
N
RESEARCH AND METHODOLOGY

Marketing research is a systematic process of gathering
recording, analyzing and interpreting the data related to any problem in
the field of marketing.
Research consists of various steps, they are as follows,
STEPS IN MARKETING RESEARCH :
1) Problem formulation.
2) Development of research design.
3) Determining sources of data.
4) Planning and designing data collection forms.
5) Determining sampling plan.
6) Organizing and conducting field survey.
7) Data analysis and interpretation.
8) Report preparation and presentation to decision makers.
SOURCES OF DATA:
Once the research design has been decided upon the next stage
is that of selecting the source of data. Are two types if data are primary
data, secondary data.
Primary data are those that are collected a fresh and for the
first time and thus happen to be in original character. The data is
gathered through administering the views of the people. Surveys primary
data for study are consumer awareness data.

Secondary data are those which are already been collected by

someone else and which have already been passed through the statistical
process. And the data is gathered through a questionnaire, Source of the
company reports, annual reports and frame work.
SAMPLING:
It can be defined as the method of selecting a group of
respondents who represent the population. The survey conducted by
selecting respondents by using random sampling technique.
Sample Size:
It can be defined as the no. of respondents selecting for
research study and the sample size is 100 respondents.
Research instrument: This is used for questionnaire.
Questionnaire:
Schedule containing various items on which information is
sought from respondents. And it consists of dichotomous questions,
multiple choice questions.
Dichotomous questions are extreme from the multiple choices in which

one or two respondents are allowed framed as yes/no.
Multiple-choice are which require the respondent to choose
one of the several answer listed in the question itself.

TOOLS OF ANALYSIS
To analysis the collection of information through satisfaction tools
percentages (%), averages, correlation analysis. And represent in pie and
graph diagrams.
LIMITATIONS
 The study is restricted only to a sample of 50 customers o various

brands in order to know the position of the YAMAHA and
satisfaction of the customers in YAMAHA market.
 The survey in our Kurnool Town.
 The study limited to the following company only.
PRANI MOTORS PVT LTD.

DATA ANALYSIS
&
INTERPRETATION















FINDINGS & SUGGESTIONS

FINDINGS
 24% of customers own Yamaha GLADIATOR, 20% OF customer
own Yamaha RX100, 12% of customers own Yamaha FAZER,
16% of customers own Yamaha FZ,
 27% of the respondents know about this product through friends,
19% of the respondents know about this product through
hoardings, 41% of the respondents know about this product
through media advertising, 13% of the respondents know about
this product through others.
 37% of the respondents have been using 1to 3 years, 26% of the
respondents have been using 3 to 5 years, 22% of the respondents
have been using less than 1 year, and 15% of the respondents have
been using more than 5 years.
 55% of the respondents purchase this bike referred through friends.
27% of the respondents purchase this bike referred through family
decision, 18% of the respondents purchase this bike referred
through mechanic.
 31% of the respondents considering price, 7% of the respondents
considering speed, 27% of the respondents considering mileage,
9% of the respondents considering style and looks, 20% of the
respondents considering brand, 6% of the respondents considering
service after sale.

 32% of the respondents said that prices are low, 50% of the
respondents said that prices are reasonable, 18 % of the
respondents said that prices are high.
 71% of the customers have satisfied with bike performance, 29%
of the customers have satisfied with bike performance.
 59% of the respondents feel that the behavior of the sales person is
good, 28% of the respondents feel that the behavior of the sales
person is ok, 13 % of the respondents feel that the behavior of the
sales person is irresponsible.
 82% of the respondents feel that the services promised by the
company have been fulfilled, 18% of the respondents feel that the
services promised by the company have not been fulfilled.
 56% of the customers feel that the company relays to respond
towards the complaints, 20 % of the customers feel that the
company responds quickly towards the complaints, 24% of the
customers feel that the company ignores to respond towards the
complaints.
 85% of the customers are satisfied with the performance and
mileage of the bike and 15% of the customers are not satisfied with
the performance and mileage of the bike.
 78% of the respondents satisfied with the availability of spare
parts, 22% of the respondents not satisfied with the availability of
spare parts.

 11% of the respondents rate the price of the spare parts low, 60 %
of the respondents rates the price of the spare parts affordable, 29%
of the respondents rate the price of the spare parts as high.
 25% of the customers like the mileage, 19% of the customers like
the style, 42% of the customers like the pickup of the bike, 14% of
the customers like the service, when compares other bikes its
pickup is good to the performance.

SUGGESTIONS
 As the sales persons are lacking the knowledge o explain the
background of the company and the product features, to
improve skills of sales persons the company has to conduct
since rating programs.
 Through the company has become popular through its
advertising campaign in the print media, it is suggested to the
organizations, to pay a little attention towards the
advertisement campaign through cinema slides at least in he
selected theatres for long run.
 Presently the company is providing credit facility only for
government employees. To increase sales it is recommended
to provide credit facility for private employees and
businessmen.
 To attract customers it is suggested for company to invest
more in advertising programs through print media, billboards,
T.V ads and etc.
 Since all customers has satisfied with after sales provided by
the company, so the company has to maintain same standards
regarding after sales service to retain the customers.
 The organization has to develop advertising programs to
create awareness about latest models.

SWOT ANALYSIS

Strengths:
Proven breed which is known to be tough & .
. reliable.
Brand image is very good.
Advertisement is the strength of Yamaha.
It is multinational company.
After sales service is good.
Distribution network is good.
Better stability & Ride comfort.
Weakness:
Dealers are very few in number.
Price of some of their products is very high.
Opportunities:
Capturing market shares.
In casing consumer base by standards of living.
More effective sales promotional activities.
Threats:
Increasing competition for more market by . .
. other companies
HERO, BAJAJ, TVS AND HONDA etc,

CONCLUSION

CONCLUSIONS
 Most of the respondents are happy with Yamaha bikes and most
economical.
 Majority of the respondents said that Yamaha bikes are
environment friendly and from the survey it can be concluded
that Yamaha is ore suitable to those people who travel a lot.
 Respondent have rated the Yamaha motors preferred choice in
the team of style, pickup, Bajaj and Hero Honda motors has the
most prefer choice in the term of mileage, TVS motors has most
preferred choice in team of maintenance.
 Many said that the price of Yamaha bikes is reasonable, while
some said It’s costly.
 It is also concluded that there is a status symbol attached to the
bike.
 The study revealed that while choosing a particular brand gave
most importance’s give to style, mileage and pickup and

performance and as per study the Yamaha is the leader is all
these aspects.
 The conclusion of the study is that customers while choosing a

particular product give most importance to income, age,
education, life, style, mileage, pickup, resale value and
maintenance. As per the study the Yamaha is the leader in these
aspects.
 A majority customer while choosing a particular dealer gives

utmost importance to Yamaha motors is the preferred choice of
respondents.
 The study has revealed that customers while choosing a

particular financier give utmost importance to the easy and
quick processing and friendly interest rates. He ICICI provides
to its valuable customers and it is the leading financier in the
finance of two wheelers.

ANNEXURE
 Questionnaire
 Bibliography

QUESTIONNAIRE
A study on the consumer satisfaction towards post sales on
Yamaha Motors.
Good day ! I am Shaik Aarif of final B.B.M at SRI VIJAYDURGA

DEGREE COLLEGE. I am doing a survey on CUSTOMER
SATISFACTION TOWARDS POSTSALES ON YAMAHA
MOTORS and therefore I request you kindly spare some of your
valuable time in filling this questionnaire. The purpose of survey is to
understand the opinion and attitude towards the satisfaction in post sales
on Yamaha Motors. The data received will be used only for study and
research purpose. Hence this will be purely confidential and will not be
disclosed. Thank you !
NAME : AGE :
OCCUPATION : E-MAIL :
ADDRESS : Phone No. :
i. Which model do you own?

a) Rx 100

b) Crux
c) Crux R
d) Libero
e) Fazer
f) Fz
g) Gladiator
ii. How did you know about this product?
a) Media Advt
b) Friends
c) Hoardings
d) Others
iii. Since how long you have been using it ?
a) <1 year
b) 1-3 years
c) 3-5 years
d) >5 years
iv. Who inspired you to buy these particular bikes?
a) Friends
b) Mechanic
c) Family decision
d) Others
v. What were the aspects that you look in for purchasing a bike?
a) Price

b) Speed
c) Mileage
d) Style and looks
e) Brand
f) After sale service
vi. How do you rate the price of the bike you preferred?
a) Low
b) Reasonable
c) High
vii. Are you satisfied with the performance of the bike?
a) Yes
b) No
viii. How is behavior of the sales person at your first visit?
a) Good
b) Ok
c) Irresponsible
ix. Are the service promised by the company has been fulfilled?
a) Yes
b) No
x. How does the company respond o your complaints?
a) Quick
b) Relay
c) Ignore

xi. Are you satisfied with mileage of the bike?

a) Yes
b) No
xii. Are you satisfied with availability of spare parts?
a) Satisfied
b) No satisfied
xiii. How do you rate the price of the spare parts?
a) Low
b) Affordable
c) High
xiv. How do you rate the YAMAHA bikes?
a) Mileage
b) Pickup
c) Style
d) Service

BIBLIOGRAPHY
TITLE NAME Author name

1. Principles of Marketing -Philip Kotler
2. Marketing Research - G.C. Berry
3. Marketing management -V. ShramaSwa-
… my, S Namakumari
WEBSITES:
www.google.com
www.yamahamotorsindia.com
http://auto.indiamart.com/yamahamoors/
MAGAZINES / NEWSPAPERS
Business World
Business Today
The Economic Times

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Customers satisfaction towards post sales on Yamaha Motors 2012-2013

PROJECT GUIDE CERTIFICATE

Mr., Shaik Aarif, a final year Bachelor of Business Management

student of SRI VIJAYADURGA DEGREE COLLEGE, KURNOOL in partial

his project entitled “A Study on consumer satisfaction towards Post sales on

Yamaha Motors” under my guidance.

DEPT OF MANAGEMENT STUDIES 1

DEPT OF MANAGEMENT STUDIES 2

DEPT OF MANAGEMENT STUDIES 3

CHAPTER 2 - THERIOTICAL BACKGROUND [23-36]

CHAPTER 3 - OBJECTIVES OF THE STUDY [37-39]

CHAPTER 4 - RESEARCH AND METHODOLOGY [40-43]

CHAPTER 5 - DATA ANALYSIS & INTERPRETATION [44-58]

CHAPTER 6 - FINDINGS & SUGGESTIONS [59-63]

CHAPTER 7 - SWOT ANALYSIS [63-65]

CHAPTER 8 - CONCLUSIONS [66-68]

CHAPTER 9 - QUESTIONNAIRE & BIBILIOGRAPHY [69-74]

DEPT OF MANAGEMENT STUDIES 4

DEPT OF MANAGEMENT STUDIES 5

PRANI MOTORS (P) LTD

CONQUERING GREATER HEIGHTS:

Prani motors, in methology, are an enchanting birds and a

One of the largest authorized dealers for Yamaha motors.

We are the preferred partners of Yamaha motors, chiefly due

The Prani motors showroom is spread over an impressive

DEPT OF MANAGEMENT STUDIES 6

The interiors are aimed at making you feel completely at ease,

Technology to stay ahead:

We are equipped with the latest technology advancement in the

Ambience that excludes relaxation:

Ours is one of the few service centers be equipped with a fully

Service with commitment:

Ours dedicated team of mechanical specialties offers expert

We provide genuine spare parts and accessories to ensure

DEPT OF MANAGEMENT STUDIES 7

Dealing made convenient

It is part of our commitment policy to give advantage to the

Expert guidance at every step:

Our sales team gives most priority to your satisfaction. When

SOME OF THE YAMAHA BIKES

DEPT OF MANAGEMENT STUDIES 8

DEPT OF MANAGEMENT STUDIES 9

DEPT OF MANAGEMENT STUDIES 10

Motorcycles have made their debut around the 1950s; this

DEPT OF MANAGEMENT STUDIES 11

Two Wheelers in India

DEPT OF MANAGEMENT STUDIES 12

Various factors such as the availability of bikes on reasonable

Moreover, now-a –days getting finance or a loan has become a

DEPT OF MANAGEMENT STUDIES 13

Build the Winning Team with capabilities for success, thriving

DEPT OF MANAGEMENT STUDIES 14

development. As a good corporate citizen, we will conduct our business

“I want to carry out trail manufacture of motorcycle engines.” It

DEPT OF MANAGEMENT STUDIES 15

He quickly rose to positions of manager of the company’s

He explored producing many products, including sewing

DEPT OF MANAGEMENT STUDIES 16

The first Yamaha

Then, in January of 1955 the Hamakita Factory of Nippon

DEPT OF MANAGEMENT STUDIES 17

The first Yamaha to compete

DEPT OF MANAGEMENT STUDIES 18