JAIPURIA SCHOOL OF BUSINESS

TOPIC OF DISSERTATION:

“CUSTUMER’S PERCEPTION ON
YAHAMA AND ITS COMPETITORS”

SUBMITTED TO SUBMITTEDBY
Dr Santosh Kumar Shivendra Singh
Roll no :- 2018064

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Acknowledgement
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I wish to acknowledge my indebtedness to Dr Santosh Kumar, Jaipuria
School of Business, Ghaziabad, under whom this work has been completed,
for extending all possible cooperation.

I am also thankful to all those people of Jaipuria School of Business, who

helped me directly or indirectly during this period.

Mere acknowledgement may not redeem the debt I owe to my parents for
their direct/indirect support during the entire course of this project.

Shivendra Singh

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 Executive Summary

This project deals with a competitive analysis of Yamaha and its five other
competitors in the two wheelers automobile companies. Corner stone of this
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research is about customer satisfaction regarding their respective bikes and
the service of the dealers from where they purchased their bikes. On the
basis of a customer survey, an effort is made to find Problem faced by
Yamaha Motors and what could be the solution to subsidize these problems
so that they could become number one bike selling company in the Indian
market. This project is giving detail information about service giving by
Yamaha Motors dealer and by other major two wheeler companies. The
graphical comparison Between Yamaha motors and its competitors is
dealing all the aspect to provide a good bike vis-à-vis good service from
dealers of respective companies

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 Objectives of Research

Objective of the research is to make Yamaha India’s number one customer

oriented company. Vis a vis doing a comparative study of Yamaha and its
other competitor. Other bike companies are :-
• Hero Honda
• Bajaj
• TVS
• Honda

• Suzuki
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LITREATURE REVIEW

Before the beginning of research, the information given by Yamaha was that
They were fourth bestselling bike company in Indian market after Hero
Honda, Bajaj and TVS

• Age group targeted by Yamaha was 18-24 years i.e. youth class.
• Models of Yamaha bikes are very good and it is liked by all Yamaha
customer
• advertisement were very poor
• people are looking for high speed bikes with fast pick up
• Yamaha performing well in the Indian market

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 MARKETING RESEARCH

MARKETING RESEARCH:-
Marketing Research is the function that links the consumer, customer and
public to the marketer through information- information used to identify and
define marketing opportunities and problems; generate, refine and evaluate
marketing actions; monitor marketing performance; and improve
understanding of marketing as a process. Marketing Research specifies the
information required to address these issues, designs the methods for
collecting information, manages and implements the data collection process,
analyzes, and communicates the findings and their implications.

American Marketing Association

Marketing research techniques come in many forms, including:

• Ad Tracking – periodic or continuous in-market research to monitor a
brand’s performance using measures such as brand awareness, brand
preference, and product usage.

• Advertising Research – used to predict copy testing or track the

efficacy of advertisements for any medium, measured by the ad’s
ability to get attention, communicate the message, build the brand’s
image, and motivate the consumer to purchase the product or service.

• Brand equity research - how favourably do consumers view the

brand?
Brand name testing - what do consumers feel about the names of the
products?

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• Commercial eye tracking research - examine advertisements,
package designs, websites, etc by analysing visual behaviour of the
consumer

• Concept testing - to test the acceptance of a concept by target

consumers

• Counting - to make observations and predictions in changes of new

or existing cultural trends in areas such as fashion, music, films,
television, youth culture and lifestyle

• Buyer decision processes research - to determine what motivates

people to buy and what decision-making process they use

• Copy testing – predicts in-market performance of an ad before it airs

by analysing audience levels of attention, brand linkage, motivation,
entertainment, and communication, as well as breaking down the ad’s
flow of attention and flow of emotion.

• Customer satisfaction research - quantitative or qualitative studies

that yields an understanding of a customers of satisfaction with a
transaction

• Demand estimation - to determine the approximate level of demand

for the product

• Distribution channel audits - to assess distributors’ and retailers’

attitudes toward a product, brand, or company

• Internet strategic intelligence - searching for customer opinions in

the Internet: chats, forums, web pages, blogs... where people express
freely about their experiences with products, becoming strong
"opinion formers"

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• Marketing effectiveness and analytics - Building models and
measuring results to determine the effectiveness of individual
marketing activities.

• Positioning research - how does the target market see the brand
relative to competitors? - What does the brand stand for?

• Price elasticity testing - to determine how sensitive customers are to

price changes
Sales forecasting - to determine the expected level of sales given the
level of demand. With respect to other factors like Advertising
expenditure, sales promotion etc.

• Segmentation research - to determine the demographic,

psychographic, and behavioural characteristics of potential buyers

• Online panel - a group of individual who accepted to respond to

marketing research online

• Store audit - to measure the sales of a product or product line at a

statistically selected store sample in order to determine market share,
or to determine whether a retail store provides adequate service

• Test marketing - a small-scale product launch used to determine the

likely acceptance of the product when it is introduced into a wider
market

• Viral Marketing Research - refers to marketing research designed to

estimate the probability that specific communications will be
transmitted throughout an individual’s Social Network. Estimates of
Social Networking Potential (SNP) are combined with estimates of
selling effectiveness to estimate ROI on specific combinations of
messages and media.
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All of these forms of marketing research can be classified as either problem
identification research or as problem-solving research.

A company collects primary research by gathering original data. Secondary

research is conducted on data published previously and usually by someone
else. Secondary research costs far less than primary research, but seldom
comes in a form that exactly meets the needs of the researcher.
A similar distinction exists between exploratory research and conclusive
research. Exploratory research provides insights into and comprehension of
an issue or situation. It should draw definitive conclusions only with extreme
caution. Conclusive research draws conclusions: the results of the study can
be generalized to the whole population.
Exploratory research is conducted to explore a problem to get some basic
idea about the solution at the preliminary stages of research. It may serve as
the input to conclusive research. Exploratory research information is
collected by focus group interviews, reviewing literature or books,
discussing with experts, etc. This is unstructured and qualitative in nature. If
a secondary source of data is unable to serve the purpose, a convenience
sample of small size can be collected. Conclusive research is conducted to
draw some conclusion about the problem. It is essentially, structured and
quantitative research, and the output of this research is the input to
management information systems (MIS).
Exploratory research is also conducted to simplify the findings of the
conclusive or descriptive research, if the findings are very hard to interpret
for the marketing manager.

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 Marketing research methods

Methodologically, marketing research uses the following types of research

designs Based on questioning:
• Qualitative marketing research - generally used for exploratory
purposes - small number of respondents - not generalizable to the
whole population - statistical significance and confidence not
calculated - examples include focus groups, in-depth interviews, and
projective techniques

• Quantitative marketing research - generally used to draw

conclusions - tests a specific hypothesis - uses random sampling
techniques so as to infer from the sample to the population - involves
a large number of respondents - examples include surveys and
questionnaires. Techniques include choice modelling, maximum
difference preference scaling, and covariance analysis.

Based on observations

• Ethnographic studies - by nature qualitative, the researcher observes

social phenomena in their natural setting - observations can occur
cross-sectionally (observations made at one time) or longitudinally
(observations occur over several time-periods) - examples include
product-use analysis and computer cookie traces.

• Experimental techniques - by nature quantitative, the researcher

creates a quasi-artificial environment to try to control spurious factors,
then manipulates at least one of the variables - examples include
purchase laboratories and test markets

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Researchers often use more than one research design. They may start with
secondary research to get background information, then conduct a focus
group (qualitative research design) to explore the issues. Finally, they might
do a full nation-wide survey (quantitative research design) in order to devise
specific recommendations for the client.

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 Limitations of MR

○ MR complements a marketing manager’s judgment, intuition, and

understanding, rather than substitution for these.

○ There can be errors of data collection, data handling or sample

selection process.

○ Typically, research studies that use different methodologies report

differing results.

○ Market research has a vital role to play in improving our understanding

of these markets but it cannot provide us with definitive answers.

○ If respondents are effectively speculating themselves, rather than

giving information on how they regard or use an existing service, their
views are of limited value. It is also much easier to conclude whether
there is some demand amongst identifiable groups than to quantify it.

○ Where primary research is extremely useful ?

It is used to test one or more specific hypotheses, a market is already mature

and the new product is a substitute for or alternative way of supplying
something familiar, the respondents are professional users and can employ
business criteria
Where research is dangerous is when it attempts to answer questions where
uncertainty is unavoidable. Detailed forecasts without historical data are
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frequently meaningless. It is often better to estimate broad orders of
magnitude -and be explicit about the uncertainties - than to delude ourselves
with spurious precision.

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S.NO. CONTENT PAGE NO.

1 Acknowledgement (i)

2 Executive Summary (ii)

3 Research Objectives (iii)

4 Company Introduction 1

5 Yamaha Motor India 4

6 Models Of Yamaha 6

7 Location Of Manufacturing 12

8 Mission And Vision 13

9 Project Analysis 15

10 Problem Findings 34

11 Annexure 38

12 Bibliography 47

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 Company Introduction

HISTORY
The Yamaha Motor Co. is one of the best known motorcycle producers in
the world but I'll give a little historical information about the company as
background for one of the motorcycles I will show you: Torakusu Yamaha,
born in 1851, founded the Yamaha Musical Instrument Company in 1888.
After ten years of growth he joined with other businessmen to found the
Nippon Gakki Company or, Japanese Musical Instrument Company. Mr.
Yamaha died in 1916 but his company survived earthquakes, labor unrest
and bombing of World War II. After the War, the then company president,
Gen-ichi Kawakami, decided to use what was left of the company's war-time
production machinery to set up a production line for a new product:
motorcycles. The new company would be named in honor of the founder. In
1954 the first model was set for production. It was a 125cc, single cylinder
twostroke patterned after the German DKW RT125. Yamaha designated this
first model the YA1. The YA1 was successful and by 1956 a second model
was ready for production. This was the YC1, a 175cc single cylinder two-
stroke also based on a DKW design, the RT175. In 1957 Yamaha began
production of its first 250cc, twostroke twin, the YD1. This was the
beginning of a long line of two stroke twins that lead Yamaha to the world's
stage of motorcycle success. (This information was condensed from
"YAMAHA TWO-STROKE TWINS" by Colin MacKellar, an excellent
book, sadly out of print. Ever since its founding as a motorcycle
manufacturer on July 1, 1955, Yamaha Motor Company has worked to build
products which stand among the very best in the world through its constant
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pursuit of quality; and at the same time, through these products, it has sought
to contribute to the quality of life of people all over the world. Following on
the success of our motorcycles, Yamaha began manufacturing powerboats
and outboard motors in 1960. Since then, we have used our engine and FRP
technology as a base to actively expand and diversify our areas of business.
Today our fields of influence extend from the land to the sea and even into
the skies as our business divisions have grown beyond our Motorcycles
operations to include Marine operations, Power Product operations,
Automotive Engine operations, Intelligent Machinery operations, Sky
operations and our PAS operations.

In 1963, Yamaha demonstrated its focus on cutting-edge, technological

innovations by developing the Autolube 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 headquarter 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 in 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 customers' 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

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could be involved in grassroots efforts 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 would demand more. He had this view on the
power of original ideas. "In the future, a company's future will hinge on
ideas over and above quality. Products that have no character, nothing
unique about them, will not sell no matter how well made or affordable and
that would spell doom for any company."
He also knew that forward vision, walking hand in hand with original ideas,
would create an opportunity for the company and its customers that could
mean years of happiness and memorable experiences. He said, "In the
business world today, so many people are obsessed with figures. They
become fixated on the numbers of the minute and without them are too
afraid to do any real work. But in fact, every situation is in flux from
moment to moment, developing with a natural flow. Unless one reads that
flow, it is impossible to start out in a new field of business."A real- world
illustratio motorcycle debuted in 1968 to create an entirely new genre we
know today as trail bikes. The DT-1 made a huge impact on motorcycling in
the USA because it was truly dirt worthy. Yamaha definitely "read the flow"
when it produced the 250cc, single cylinder, 2-stroke, Enduro that put
Yamaha On/OffRoad motorcycles on the 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. n of this belief is the
Yamaha DT-1. The world's first true offroad Ginichi Kawakami's history
with Yamaha was long and rich. He saw the new corporate headquarters in
Cyprus, California and the 25th Anniversary of Yamaha become 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.

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 YAMAHA MOTOR INDIA PVT LTD (YMI)

About Yamaha Motor India Private Limited: Yamaha Motor made its initial
foray into India in 1985. Subsequently in 1996, it entered into a 50:50 joint
venture with the Escorts Group. However, by mutual consent, Yamaha
acquired stake in the remaining half as well three years ago, bringing the
Indian operations under its complete control as a 100 % subsidiary of
Yamaha Motor Co., Ltd, Japan. The company pioneered the performance
bike segment with the launch of its 100 cc 2stroke motorcycle RX 100.
Since then, it has introduced an entire range of 2-stroke and 4-stroke bikes in
India. Today, its product kitty includes CRUX in the Basic segment, Libero
& RX135 in the Standard segment and Enticer in the pleasure segment. With
the launch of various 4-stroke motorcycles, which give true value for money
in terms of superior mileage, performance & durability, the company has
gained the reputation of a reliable 4-stroke Motorcycle manufacturer.

An agreement has recently been reached between Yamaha Motor Co., Ltd.
(YMC) and its joint venture partner in India, Escorts Limited (Chairman and
Managing Director: Mr. Rajan Nanda. Location: Faridabad, suburbs of New
Delhi) under which YMC will acquire all of the 26% of the stock presently

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held by Escorts Limited in the two companies' motorcycle manufacturing
and marketing joint venture, Yamaha Motor Escorts Ltd. (YMEL).

The aims of this move to make Yamaha Motor Escorts a 100% YMC
subsidiary are to increase the overall speed of managerial and business
decisions, to improve product development capabilities and production
efficiency, while also strengthening the marketing organization. Plans call
for the change in the company's name and other procedures to be completed
by the end of June.

Ever since the establishment of the first technical assistance agreement

between the two companies in 1985, YMC and Escorts Limited has built a
cooperative relationship dedicated to the manufacture and sales of Yamaha
brand motorcycles in an environment of growing motorcycle demand in the
Indian market. In November of 1995, the two companies established the
joint venture company Escorts Yamaha Motor Limited, based on a 50-50
capital investment. In June of
2000, that investment ratio was changed to 74% for YMC and 26% for
Escorts Limited and YMC assumed managerial control of the company with
the name being changed to YMEL and undertook numerous measures to
build the company's motorcycle manufacturing and marketing operations.

In addition to YMC acquiring Escorts' 26% of YMEL stock, the company's

name will be changed to Yamaha Motor India Private Limited (YMI) and
concerted efforts will be made to heighten its competitiveness in the Indian
market and promote the spread of the Yamaha brand with target themes of
developing products with greater appeal and a distribution network that can
respond more quickly to user needs.

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Furthermore, YMC will work to develop YMI as an exporter of business
type motorcycles to neighboring countries and other markets such as Africa
and Latin America, and also as a production base that can assume a variety
of roles in Yamaha's global manufacturing network.

Presently, India's annual motorcycle demand has grown to exceed 3.8

million units, which makes it the second largest market in the world, with
steady growth is anticipated for the future. Now that YMI has become a
100% YMC subsidiary.

Models of Yamaha

RXI35

The RXI35 has always been the highest performance 2-stroke Bike on the
Indian roads. A remnant of the RX100, it still remains the favorite among
youngsters because of its superior pick up and comfortable riding.

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Crux
Crux is the complete urbane 4-stroke bike for unlimited mileage and
unlimited pleasure. With Over 4 lacs bike already sold in India, Crux is a
real commuter bike.

Crux S

The Crux S is Yamaha's entries into the 100cc, four stroke, fuel efficiency
market.

Libero G5

This machine along with its up-market sibling the Libero G5 offers good
fuel efficiency and continues in the Yamaha tradition of providing the
consumer with machines built to last.

Yamaha Fazer 125

Yamaha Fazer 125 offers radical styling with optional disc brakes and
electric start. Use our model selector on the right for more details and
pricing of various Yamaha models.
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Fazer

Yamaha's has recently upgraded the Fazer with minor engine and cosmetic
upgrades. Along with a fuel gauge the modifications include a Butterfly
Slide carburetor that boasts YTPS (Yamaha Throttle Position Sensor)
technology for
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outstanding combustion efficiency and a Engine Balancer that gives a
smoother vibration free ride. The standard model equipped with a round
headlight while the deluxe model features the more radical goggle eyes
headlight along with disc brakes and electric start.

Yamaha Alba
YAMAHA ALBA

ALBA (Spoke Wheel)(106 cc)

The latest gem from Yamaha Motors, Alba 106 has avant-garde
technological model built-in. Alba 106cc with spoke wheel has perfectly
spaced gear ratio for driving in congested conditions without changing gears
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repeatedly. Unlike Alba with an alloy wheel, the Spoke wheel aids in a
firmer grip. At the showroom, this bike costs around Rs. 38,500 with an on-
road price of around Rs. 44,600 at Ahmedabad. This includes standard
Ancillary charges also. It is reported, the bike is available for lower prices in
the capital city of Delhi, while in Bangalore Alba (Spoke Wheel) prices are
quite high. ALBA bikesprices vary upon the two-wheeler dealer's location.

ALBA (Alloy Wheel)(106 cc)

A perfect bike to commute on city roads, Alba 106cc with alloy wheel is
now available at a showroom price of around Rs. 40,500 with an on road
price of around Rs. 46,800 at Ahmedabad, including accompanying charges.
It is reported, the bike is available for lower prices in the capital city of
Delhi, while in Bangalore Alba prices are quite high.
ALBA bike prices vary upon the two-wheeler dealer's location.

Yamaha G5

G5 (Spoke Wheel)(106 cc)

Especially designed for business executives, G5 has gained popularity for its
exceedingly fine build quality. The bike helps you glide smoothly from one
meeting to another. Loaded with lots of style and power, this sleek and

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sophisticated bike is the revamped version of entry-level Libero. G5 bikes in
this series have a showroom price ranging from around Rs. 42,000 to around
Rs. 48,500 at Ahmedabad, inclusive of all charges. The bike costs less in
Delhi vis-a-vis the Bangalore market.

G5 (Alloy Wheel)(106 cc)

Taking Libero a step further, the engineers at Yamaha have crafted yet
another model called G5. At the showroom, G5(Alloy Wheel) costs around
Rs. 44,000 with an on-road price of around Rs. 50,500 at Ahmedabad. This
includes standard ancillary charges also. The bike costs less in Delhi vis-a-
vis the Bangalore market.

Yamaha Gladiator

Gladiator DX (123.7 cc)

Cruises effortlessly through city traffic with equally comfortable in stop and
start conditions whether in city or on highways. The Gladiator DX is now
available at a show room price of around Rs. 47,000 with an on road price of
around Rs. 53,900 at Ahmedabad, including accompaying charges. One can
go for Gladiator DX for a cheaper price in Delhi than in Bangalore where it
is priced the highest. Yamaha Gladiator DX bike prices vary upon the two-
wheeler dealer's location.

Gladiator JA (124 cc)

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Zero maintenance, smooth handling, and good pick-up are the three defining
factors of Gladiator DX. The model is considered at par with bikes of the
deluxe category Comes with self/electric start and disc brakes as standard
fitment. At the showroom,
JA costs around Rs. 49,000 with an on-road price of around Rs. 56,000 at
Ahmedabad. This includes standard ancillary charges also. One can pick up
a brand new Gladiator from the Delhi showrooms at a price which is
comparatively lesser than the Bangalore markets.
Yamaha YZF

YZF R1

The Yamaha YZF R1 is Yamaha's exclusive international sports super bike

for the Indian Markets. Imported into India as a Completely Built Unit
(CBU), its looks are killing and its massive 998 cc engine delivers raw
power of up to 175 BHP. The price of this bike is prohibitive for the
ordinary Indian masses, for at around 10.5 lakhs, it is meant for only avid
bike enthusiasts in the select Indian market. Currently, it has been launched
at four cities in India namely Delhi, Ahmedabad, Bangalore, and Chennai.
While Bangalore has two dealers, the other cities have one dealer each.

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Yamaha MT

MT 01

The Yamaha MT 01 is Yamaha's exclusive international sports super bike

for the Indian Markets. Imported into India as a Completely Built Unit
(CBU), its looks are killing and its massive 1670 cc engine delivers raw
power of up to 90 BHP. The price of this bike is prohibitive for the ordinary
Indian masses, for at around 10.5 lakhs, it is meant for only avid bike
enthusiasts in the select Indian market. Currently, it has been launched at
four cities in India namely Delhi, Ahmedabad, Bangalore, and Chennai.
While Bangalore has two dealers, the other cities have one dealer each.

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LOCATION OF MANUFACTURING PLANT IN INDIA
The two red spots on the map indicates Faridabad and Surajpur(Noida) where Yamaha
established their manufacturing plant.

VISION

We will establish YAMAHA as the "exclusive & trusted brand" of customers

by

"creating Kando" (touching their hearts) - the first time and every time with
world class products & services delivered by people having "passion for
customers".
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.

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 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.

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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.
 . CORE COMPETENCIES

CUSTOMER: -

We put customers first in everything we do. We take decisions keeping the customer in
mind.

Challenging Spirit

We strive for excellence in everything we do and in the quality of goods &

services we provide. We work hard to achieve what we commit & achieve
results faster than our competitors and we never give up.

We work Team-work

cohesively with our colleagues as a multi-cultural team built on trust,

respect, understanding & mutual co-operation. Everyone's contribution is
equally important for our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We
actively listen to others and participate in healthy & frank discussions to
achieve the organization's goal

PROJECT ANALYSIS

Analysis of data is the crux of a research. In this analysis part I have done
comparison between Yamaha and their competitors.

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 Various parameters used for the analysis is as follows: -

• Age
• Martial status
• Profession
• Education

• Attitude of dealer
• Explanation of product features by the dealer
• Sales terms and condition
• Product display in the showroom
• Cleanliness in showroom and service station
• Atmosphere
• Cleanliness of purchased bike
• Time taken in delivery
• Explanation of bike function
• PDI and check made
• Time taken in documentation
• Salesman follow up
• Reminder of first service
• Action to complain
• New bike brand preference
• Dealer retention ratio
• Repurchase from same dealer
• Representing the brand by dealer
• Service of Yamaha dealership
• Most preferred brand ANALYSIS TOOL: Microsoft Excel

NOTE: -
All graphical analysis has done in terms of percentage
INTERPRETATION: -

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 From this graph, it can be concluded that Hero Honda and Bajaj bikes are
preferred mostly by youth section. This is the reason why Yamaha sell is poor in
the market.

INTERPRETATION: -
From this graph conclusion is that Yamaha is accepted mostly by upper
educated people. Area to be concern is graduate and under graduate section
which is grabbed respectively by Hero Honda and Bajaj.

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INTERPRETATION: -

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From this graph indicates Yamaha bikes are accepted by all groups of ages.
But the craze of bikes are more in the age group of 18-24 where they are far
behind then Hero Honda and Bajaj and the intense competition with Honda and
TVS.

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 INTERPRETATION: -
This graph indicates Yamaha show rooms are having very good response by
customer about displaying product in a good manner.

INTERPRETATION: -

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 ((in
in percentages
percentages ))
Dur
Dur
100
ing
ing Veh Sales icleEvaluation:
Delivery Evaluation:
94 100
100 90 90 90
90 93
Clea nliness 88
of motorcycle 87
Cle90mosphere
At 90 anlin ess 84
83 83
80
80 7073
70
70
60
60 55
60 47
50
50
50 3737 40
40
40 33
40
30 27
24
30 20 20 23 20
30 17
20
20 10 13 15
20 10 7 7 10 13
10
10 0 60
0 0 0 3 10 0000 33
310 0300000 7 000 0 7 03 37 7
3
10 6
0 6 00 7
0
0 00
Yamaha
00
Hero Honda
0Suzuki
0 0 003
Honda
0Tvs
0 0 0
Bajaj
0 Yamaha Hero Honda Suzuki Honda Tvs Bajaj
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

From this graph conclusion can be withdrawn is that, the attitude of Yamaha
dealers with their customer is good, but being a foreign company they
should it a bit more.
INTERPRETATION: -

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This graph indicates that Yamaha showroom good service to their customer
as far as Cleanliness of bike concerns. But the problem area that has to be
improved is that they are the only company where few customers are
dissatisfied with their dealers service

INTERPRETATION: -

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Dur( ining
percentages
Veh ) icle Delivery Evaluation:
100
Expl anation of Functions at delivery
90
80 71 70
70 60 57 58
60
50
40
27
30 23 20
20 14 14
1013 13 1313 10 13
7
10 3 03 03 33 33 00
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

This graph indicates delivery of Yamaha bikes from their showrooms are
not coming in the expected time regularly. For a struggling company it is
very important that they should improve their fundamental basics.

INTERPRETATION: -

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Dur( ining
percentages
Veh ) icle Delivery Evaluation:
100
Prop er PDI and Checks Made
90
80 70
70 64
54 57 54
60
47
50 40 40 4
40 33 33
27
30
20 10 7
10 003 33 0 3 00 003 30 03
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

This graph indicates Yamaha customer have a mix response about proper PDI
and checks made. It should be appreciated that Yamaha has least number of
dissatisfied customer among all the companies.
INTERPRETATION: -

1
 ( in percentages )
Afte
100 r Sales Evaluation: 94
Sale 90 Follow up
sman 90 90
90 83 83
80
70
60
50
40
30
20
7 710 7 7 7 1
10 030 00 003 3003 300 0 0
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

This graph indicates 76 percent customers are satisfied with dealer service. But
because of poor finance support from Yamaha investment company customers
facing problems a lot.
INTERPRETATION: -

1
 ( in percentages )
Afte
100 r Sales Evaluation:
93
88 90
First Service Remin d er
80
90
80 70 67
70
60
50
40
27
30 23
20 10 7
6 6 7 7 7
10 00 03 0 00 0 03 00 3 30
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

It is disappointing result even for all companies that after sale, there is no
further inquiry about bike and its performance.
 Conclusion can be withdrawn from this graph is that, after selling bike there is not
a single company who is interested in reminding their customer about their first free
service.

1
INTERPRETATION: -
This graph shows Yamaha dealers having a poor record in taking proper
action against complain made my customer. That leads dissatisfaction among
customers.

1
 (in percentages)
Experience with services of Yamaha
Dealership: 1%
7
3% 1
7 1% 2
0 3
4
1% 5
3
2%
3

INTERPRETATION:-
From this graph conclusion can be withdrawn is that only 37 percent of
Yamaha customers are fully satisfied with Yamaha service station. 27percent
of Yamaha customers are totally dissatisfied with Yamaha service station.

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 ( in percentages )
How well Dealer Represents the Current Brand
60
50
50
40
40
33 3333 33 33 33 Extr
30 Very
30 27 27 27 27 27
23 Ave
20 20 20 Not
20 17 17
13
10
10 7
0
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION: -
This graph shows among all the companies Yamaha has highest number of
customer who says Yamaha dealer representation of its brand is not well at all.

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INTERPRETATION: -
From this graph conclusion can be withdrawn is that most of the Yamaha
customers are not interested in purchasing new bike from same dealer. Bajaj
customers are interested most among all the companies.

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INTERPRETATION: -This graph indicates that only 56 percent of
Yamaha customer loves to have another bike from Yamaha itself. But it is
lower than their main rival Hero Honda and Bajaj.
 (in percentages )
Dealer Retention
100( in percentages )
Ratio:
Most
90 Preferred Bike
100 81 80
80
90
70 67
80 60
60 53 50
70
50
60
40
50
30
20
40
10
30 23 26
0 18
20 Yamaha Hero 12
Suzuki 10 a
Hond Tvs Bajaj
10 honda 6 4
1
0
Yamaha Hero Suzuki Hond a Tvs Bajaj Other s None
honda

INTERPRETATION: -This graph shows only 53 percent of Yamaha

customer will purchase their new bike from same dealer. All other
companies except Hero Honda having higher percentage indicate Yamaha
customers either loss their faith from bike or they are not happy with dealers
service. This graph shows Yamaha is the third choice after Bajaj and Hero
Honda preferred by two wheeler customer. TVS and Honda both of them
are now giving a tough competition two Yamaha.
 1
REASON WHY YAMAHA IS NOT DOING WELL

Measure problem with Yamaha bike is that they are not fuel efficient. First
choice of Indian customer is always fuel efficient bike.

• Spare parts of Yamaha bikes are expensive and not easily available in
the market.
• Because of that private service station did not recommend Yamaha
bike to their customers.
• Yamaha showrooms are not well equipped. Poor variety of accessory
at showroom leads to customer dissatisfaction
• Yamaha bike comes into the market with limited offering to their
customer. Company is not interested in giving any kind of discount
scheme, not even any kind of mega draw where customer can win
prizes, not any exchange offer. Lack of these things customer
becomes isolated towards purchasing their bikes.

• One of the reasons why Yamaha is not doing well is their poor resale
value. People are not interested in purchasing any used bike of
Yamaha because of their poor reputation in terms of solidity. Hero
Honda, Bajaj, their reselling value in the market is very good so
people firstly preferred these companies bike.
• Instead of being a good innovative Yamaha is a good follower. They
always come up with their product very late when all measure
companies has already launched their products. They fails to attract
customer with late launching
 • One of the measure problems with Yamaha bike is that their look is
very poor.

LITERATURE GAP

Before the research found that Yamaha is the 4th best two wheeler
company But in this project it after evaluation of customer’s preference
surprisingly it is on the third place

• In the literature review target customer for Yamaha was 18-24 , but
report says most of the Yamaha customer lies between 24-30 age
group
• The literature shows Yamaha’s performance in the Indian market is
good but after
the research it was found that they are loosing their marketing strength
• literature shows Yamaha customer looking only for speed and pick up
but the result after research is different they are inclined towards bike
having good mileage
 RECCOMENDATION

• Increase the advertisement expenditure and quality of

advertisement(Effective Advertisement).
• Improve the ‘During Sales’ service by appointing more dealers
• Improve the service network by appointing more service stations in
remote areas.
• Availability of spare parts should be ensured.

• Introduction of POWERFUL BIKES(Above 200cc) keeping the fuel

price hike in view and targetting the rapidly growing bachelor
population.
• Introduce 150cc Bikes at more affordable price.
• Reinventing marketing strategies.
Dealers should be enthusiastic, friendly and develop relations with
customers by giving Personalized Care
• Re launch Bikes like ENTICER in Indian Market.
• People should be properly guided on loan and warranty terms and
conditions.
• Launch promotional offers from time to time.

CONCLUSION

After going through this research paper the conclusion can be withdrawn is
that
• Hero Honda is the best selling bike in India, but Bajaj is giving them a
tough competition
• In the present scenario Yamaha is not doing well because of poor
model of bikes and some how for poor promotional strategy.
• Surprisingly Yamaha managed third position in terms of bike
preferred by the customers.
• Dealer’s service is also not satisfactory and that’s why it is a reason of
Yamaha’s poor hold in the market.
• Honda and Tvs are coming good with some really exciting models
and here Yamaha will have to be a bit cautious
• youngster looking for a heavy look bike with affordable mileage so
bajaj Pulsar and Hero Honda’s karizma gives a tough competition to
Yamaha bikes.

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 ANNEXTURE

YAMAHA CUSTOMER SATISFACTION SURVEY

CUSTOMER NAME -- Town:

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

A. Are you – (please tick )

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

1. How did you first learn about Yamaha motorcycle you purchased?
( Please tick )
a. Dealership visit b. Friend c. Product show
d. Family e. Magazine articles f. Saw one in use
g. Advertisement h. Test ride
i. Others …..Please specify…………………….

DURING SALES EVALUATION ----

1. When you bought your new Yamaha, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:

a. Attitude ( Friendliness ) 1 2 3 4 5
b. Explanations of product features. 1 2 3 4 5
c. Explanation of sales terms and conditions. 1 2 3 4 5

2. How satisfied are you with the dealer shop.

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

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DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

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

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

1. After you bought your new Yamaha , did the dealer staff --
a. Salesman follow up for your first experiences. 1 2 3 4
5
b. Did the dealership remind you for first service due. 1 2 3 4
5
c. Did the dealership take prompt actions to your complaints. 1 2 3 4
5

2. How is your experience with the rest of the free services or

paid services you got from the Yamaha dealership. 1 2 3 4
5
Any Comments
……………………………………………………………………………………………
….

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

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

d. Probably not buy e. Definitely not buy

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

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

C. If not Yamaha then which Brand and why ?

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

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

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

d. Not well at all

E. HOW TO MAKE YAMAHA A CUSTOMER ORIENTED COMPANY

--SUGGESTIONS IF ANY ---
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
…………( PARAMETERS ) --

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

COMPETITOR CUSTOMER SATISFACTION SURVEY

CUSTOMER NAME -- Town:
Phone number …………………….. State:
Email id ……………………………
Address of the customer…………………………………………………………............
……………………………………………………………………………………..……..
Name of the freelancer: …………………………………………………………………

A. Are you – (please tick )

Male -- Female Married -- Unmarried Salaried -- Business

B. Age -- ……………………C. Education

………………………………..

1. Which motorcycle do you have ?

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

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DURING SALES EVALUATION ----

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

2. How satisfied are you with the dealer shop.

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

DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

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

AFTER SALES EVALUATION ---

1. After you bought your new motorcycle , did the dealer staff --
a. Salesman follows up for your first experiences. 1 2 3 4
5
b. Did the dealership remind you for first service due? 1 2 3 4
5
c. Did the dealership take prompt actions to your complaints? 1 2 3 45

A - If for any reason, you had to replace your Current motorbike, do you think you
would buy from the same dealer?
(Please tick)
a. Definitely buy b. Probably buy c. Might or might not buy
d. Probably not buy e. Definitely not buy Reasons
……………………………………………………………………………………..

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

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

1
.

C. If not same company then Why?

……………………………………………………………………………………………
……………………………………………………………………………………………
……
D. If you think of buying a Yamaha bike in future which features will make you
buy?
a. Mileage b. Style c. Color d. Power e. Brand
f. Price g. Service h. BHP i. Pick up j. Quality
k. All purpose l. Maneuverability m. Speed n. Reliability o. Riding
comfort

E. Please comment on Yamaha’s Brand Image in the 2 wheeler industry now ?

……………………………………………………………………………………………
….
F. Please rate the following…..
a. Yamaha’s sales standard 1 2 3 4
5
b. Yamaha’s service standard 1 2 3 4
5
G. What are the reasons Yamaha is not doing well ?
……………………………………………………………………………………………
……………………………………………………………………………………………
…….
E. How well do you feel the dealer services represent the Current Brand you using?
(Please tick)
a. Extremely well b. Very well c. Average not very well
d. Not well at all

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

IF ANY ---
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
………

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

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DURING SALES EVALUATION ----
1. When you bought your new Yamaha, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:

a. Attitude ( Friendliness )
5 = The customer 4 = The 3 = The 2 = The 1 = The
was promptly customer was customer was customer was customer was
greeted and greeted and greeted but took not greeted and not greeted
took some time a lot of time (15
guided to the just send to the and not even
to be guided to min) to be
respective the respective guided to the respective send to the
salesman salesman respective salesman respective
salesman salesman

b. Explanations of product features.

5 = The salesman 4 = The 3 = The sales 2 = The 1 = The
was able to explain salesman was man was able salesman was salesman was
all FAB of the able to explain to explain able to explain not able to
product and its FAB of our only key only a few explain any
competition products features features features
c. Explanation of sales terms and conditions.

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

explained all explained most explained few only didn’t explain
the sales terms of the sales sales term and mentioned any sales term
and conditions terms and conditions the sakes and condition
condition term and
conditions

2. How satisfied are you with the dealer shop.

a. Product display

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

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

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

clean( inside showroom is showroom is a outside dirty dirty and littered
and outside) clean but little dusty and but inside
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 outside is little dirty clean
dirty
c. Atmosphere

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

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

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery

5 =the bike was 4 = the bike was 3 = somewhat 2 = dirty 1 = dirty and
spotless , almost clean clean with hand had scratch
perfectly and was handed marks marks
cleaned and properly
handed over
B.Timely delivery of the bike

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

b. Explanation of motorcycle functions at delivery

1
5 =The 4 = the 3 = the 2 = the 1 = the
serviceman serviceman serviceman was serviceman serviceman
explained all tried to explain not could explain a could not
the features all the features forthcoming in explain the
few
and gave and explaining the features and the
complete features and maintenance maintenance
maintenance tips only
maintenance tips maintenance tips
tip tips

d. Proper PDI and checks made.

5 =proper PDI 4 = 5 out of 6 3 = 4 out of 6 2 = things 1 = PDI was not

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

e. Proper documentation of the deliver done

5 =complete 4= 3= 2 = wrong 1=
documentationdocumentation documentation documentation documentation
of delivery was
was done but was done but was done was not done
done few some most of the
information information
was was incomplete
incomplete.
AFTER SALES EVALUATION ---

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

a. Salesman follow up for your first experiences.

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

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

b. Did the dealership remind you for first service due.

5 =dealership 4 = dealership 3 =dealership 2= 1 = dealership

reminded for reminded for reminded for dealership didn’t remind

1
the first service the first service the first service reminded for for the first
due a 3 days 2 days before due a day before the first service due at all
before service on
the due day
itself

a. Did the dealership take prompt actions to your complaints.

5 = Complains 4 = listened and 3 = listen and 2 = just 1 = not listening

were heard and resolved resolve in a long listen and not
resolved period of time resolving
quickly
F. Please rate the following:

a) Yamaha s sales standard

5 =all the features 4 = 5 out of 7 3 = 4 out of 2 = some 1 = no product
and benefits were features and seven features features feature and
explained(YTPS, benefits were and benefits were told. benefit was told
comfort ride, engine explained were explained Benefits
displacement, CC, were not
brakes ,price, told
mileage, petrol tank)
b) Yamaha s service standard
5 =all 22 4 = all 22 of 3 =15 out of 22 2 = few 1 = service was
features were features features were features not done
checked, the were checked checked, the were
booklet was , the booklet booklet was checked, but
filled and the was filled but filled but the the booklet
customer was the customer customers were was not
informed. * was not not informed filled and
informed the
customer
was also not
informed.
* refer to the Annexure. 1.1 For 22 features.

1
BIBILIOGRAPHY

Economic times www.yamaha-

motor-india.com
www.google.com monthly
journals.