Sant Hirdaram Girls College

Lake Road, Sant Hirdaram Nagar, Bariagarh, Bhopal,

Madhya Pradesh
A
SUMMER INTERNSHIP PROJECT REPORT
ON

“A STUDY OF CUSTOMER SATISFACTION

OF YAMAHA BIKE”

Submitted for
Partial fulfillment of the award of degree of Bachelor Of
Commerce (Advt) From
Sant Hirdaram Girls College Bhopal

UNDER THE GUIDANCE OF: SUBMITTED BY:

Shivangi Soni
ROLL NO:
SESSION:2014-2017
 DECLARATION

I Shivani Soni student of B.Com(Advt) of Sant Hirdaram Girls College

Bhopal hereby declare that the project entitled to me on “A study of
Customer satisfaction of Yamaha bike” is an original and authenticated
work done by me. I further declare that it has not been submitted
elsewhere by any other person in any of the University for the Award of
any degree.
 
 
 
 
 
Dated: Name of student
Place:

1
 Acknowledgement
At the very outset I would like to express my sincere gratitude to Mr. ,
Prof. and for providing me with an opportunity to work on the project
on “Customer satisfaction of Yamaha bike”. I Feel proud of getting
such opportunity to get myself associated with an esteemed
organization like yahama. I am extremely thankful to our respected
course coordinator Mr. & Project Mentor faculty members of “SANT
HIRDARAM GIRLS COLLEGE” for giving me there wholehearted
support, guidance and encouragement to me at every step of this
project. There valuable suggestions and advices have been a constant
source of inspiration to me in completing this project.

2
 TABLE OF CONTENT

ABSTRACT……………………………………...4

INTRODUCTION………………………………5-8

COMPANY PROFILE………………………….9-16

SWOT ANALYSIS……………………………17-19

OBJECTIVE OF STUDY……………………20-21

RESEARCH METHODOLOGY ………….22-24

DATA COLLECTION………………………25-43

FINDING …………………………………….43

CONCLUSION………………………………44-45

SUGGESTION………………………………..46-47

ANNEXURE …………………………………48-49

3
 ABSTRACT
In today’s media landscape where it’s very difficult to shape consumers
attitude and intentions and move them to next level of buying process,
advertisers find it even more difficult and challenging to break through the
clutter of competing advertisement. The advertising industry has
experienced dynamic changes over the last several decades. The changes
have been good in terms of Technology advancement, Medium and more
methods to attract consumers and on Creativity. This study represents how
creativity impacted advertising, also understanding the value of creativity
in advertising through the review of various literatures. The importance of
creativity factor in advertising has got wide recognition by many
researchers, practitioner, but there is a miss of true & systematic research
to define advertising creativity and how it relates to ad effectiveness. The
review study discusses some campaigns that have left their strong
impression on consumers. The presented review study tries to come up
with some evidence of creativity by reviewing expert views, past literature
in advertising, studied advertising campaign and marketing activities. The
study discusses different forum on how creativity works, and what makes
an ad to travel good or poorly. It summarized the value of creativity in
advertising through Expert interviews, published material and related
secondary data to understand the logic.

Keywords: Creativity, Advertising Strategy, Media, Consumer.

4
 CHAPTER-1
INTRODUCTION

Research means detailed study of a problem. Here, the details of the

marketing problem are collected and studied, conclusions are drawn and
suggestions are made to solve the problem quickly, correctly and
systematically. In MR, specific marketing problem is studied in depth by
collecting and analyzing all relevant information and solution are
suggested to solve the problem which may be related to consumers,
product, market competition, sales promotion and so on.

MR is special branch of marketing management. It is comparatively of

recent in origin. MR acts as an investigative arm of a marketing manager.
It suggests solution on marketing problem for the consideration and
selection by a marketing manager. MR also acts as an important tool to
study buyer behavior , changes in consumer life-style and consumption
patterns, brand loyalty and forecast market changes.

In brief, MR facilitates accurate marketing decisions for consumer

satisfaction on the one hand and sales promotion on the other hand. It is
rightly treated as the soul of modern marketing management. MR suggests
possible solution on marketing problem to marketing manager for his
consideration and final selection. It is rightly said that the beginning and
end of marketing management is marketing research. It is primarily used

5
to provide information needed to guide marketing decision, market mix. It
acts as a support system to marketing management.

INCREASING NEED OF MARKETING RESEARCH

1) Growth and complexity of markets: - Markets are no more local in

character. They are now national and even global in character. The
marketing activity is becoming increasingly complex and broader in scope
as more firms operate in domestic and global markets. Manufactures find
it difficult to establish close contact with all markets and consumers
directly. Similarly, they have no control on the marketing system once the
goods are sold out to middlemen. This situation creates new problem
before the manufacturers which can be faced effectively through MR as it
acts as a feed-back mechanism to ascertain first hand information,
reaction, etc. of consumers and middleman. Marketing activities can be
adjusted accordingly.

2) Wide gap between producers and consumers :- marketing research is

needed as there is a wide gap between producers and consumers in the
present marketing system. Due to mass scale production and distribution,
direct contact between producers and consumers. Producers do not get
dependable information as regards needs, expectation and reactions of
consumers, they are unable to adjust their products, packaging, prices, etc.
as per the needs of consumers. The problem created due to information
gap can be solved only through MR as it possible to establish contact with
consumers and collect first hand information about their needs,
expectation, likes, dislikes, preferences and special features of their

6
 behaviour. Thus, MR is needed for removing the wide communication gap
between producers and consumers.

3) Changes in the composition of population and pattern of

consumption: - In India, many changes are taking place in the
composition of population. There is a shift of population from rural to
urban areas. There have been considerable changes in the consumption
and expenditure patterns of consumers in India.

5) The incomes of the people, in general, are rising. This brings

corresponding increase in their purchasing capacity and buying needs and
habits. The demand for consumer durables is fast increasing. The market are
now flooded with consumer durables like TV sets and so on. Manufacturers
are expected to know such qualitative and quantitative changes in the
consumer preferences and their consumption pattern. For achieving this
objective, MR activities are necessary and useful. In brief, MR is needed for
the study of changes in the pattern of consumption and corresponding
adjustment in the marketing planning, policies strategies.

4) Growing importance of consumers in marketing:-Consumers occupy

key position in modern marketing system. They are now well informed about
market trends, goods available, consumer rights and protection available to
them through consumer protection acts, the growth of consumerism has
created new challenges before manufacturers and traders. Even growing
customer expectations create situation when manufacturers have to
understand such expectations and adjust the production policies accordingly.
Indifference towards consumer expectations may lead to loss of business. In

7
the present marketing system, consumers cannot be taken for granted.
Marketing research particularly consumer research gives valuable data
relating to consumers. It is possible to use such data fruitfully while framing
marketing policies. Thus, marketing decisions can be made pro consumer
through marketing research activities

4) Shift of competition from price to non-price factors:- Cut-throat

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

5) Need of prompt decision making: - In competitive marketing,

marketing executive have to take quick and correct decision. Companies
have to develop and market new products more quickly than ever before.
However, such decision is always difficult. Moreover, wrong decisions
may bring loss to the organization. For correct decision making,
marketing executive need reliable data and up to date market information.
Here, MR comes to the rescue of marketing manager. Problems in
marketing are located, defined, analyzed and solved through MR
techniques. This suggests its need as a tool for decision making. MR is
needed as a tool for reasonably accurate decision making in the present
highly competitive market system.

8
 BRIEF INTRODUCTION OF COMPANY

COMPANY PROFILE

About Yamaha motors India sales Pvt. Ltd.

Yamaha made its initial foray into India in 1985. Subsequently, it entered
into a 50:50 joint venture with the Escorts Group in 1996. However, in
August 2009, Yamaha acquired its remaining stake as well, bringing the
Indian operations under its complete control as a 100% subsidiary of
Yamaha Motor Co., Ltd, Japan.

India Yamaha Motor operates from its state-of-the-art-manufacturing

units at Indore in Haryana and Surajpur, Bhopal in Uttar Pradesh and
produces motorcycles both for domestic and export markets. With a
strong workforce of 2008+ employees, India Yamaha Motor is highly
customer-driven and has a countrywide network of over more than 400
dealers.

9
10
The company pioneered the volume bike segment with the launch of its
100 cc 2-stroke motorcycle RX 100. Since then, it has introduced an entire
range of 2-stroke and 4-stroke bikes in India. Presently, its product
portfolio includes Crux (100cc), FZ(150cc) and R-15 (150cc), and
YZFR15 (150cc).

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

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

We are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and

manufacturing of YAMAHA products, focusing on serving our customer
where we can build long term relationships by raising their lifestyle
through performance excellence, proactive design & innovative
technology. Our innovative solutions will always exceed the changing
needs of our customers and provide value added vehicles.

Build the Winning Team with capabilities for success, thriving in a

climate for action and delivering results. Our employees are the most
valuable assets and we intend to develop them to achieve international
level of professionalism with progressive career development. As a good
corporate citizen, we will conduct our business ethically and socially in a
responsible manner with concerns for the environment.

11
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.

Customer #1

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

the customer in mind.

Challenging Spirit

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

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

Team-work

We work cohesively with our colleagues as a multi-cultural team built on

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

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 goals.

Manufacturing Process:

IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at -

Indore (M.P.) and Surajpur Bhopal (M.P.).

12
The infrastructure at both the plants supports production of motorcycles
and it's parts for the domestic as well as oversees market. At the core are
the 5-S and TPM activities that fuel our agile Manufacturing Processes.
We have In-house facility for Machining, Welding processes as well as
finishing processes of Electroplating and Painting till the assembly line.

The stringent Quality Assurance norms ensure that our motorcycles meet
the reputed International standards of excellence in every sphere. As an
environmentally sensitive organization we have the concept of
"Environment-friendly technology" ingrained in our Corporate
Philosophy. The Company boasts of effluent Treatment plant, Rain water
- Harvesting mechanism, a motivated forestation drive. The IS0-14001
certification is on the anvil - early next year. All our endeavors give us
reason to believe that sustainable development for Yamaha will not
remain merely an idea in pipeline.We believe in taking care of not only
Your Motoring Needs but also the needs of Future Generations to come.

13
 Industry profile

The Indian automotive industry consists of five segments: commercial

vehicles; multi-utility vehicles & passenger cars; two-wheelers; three-
wheelers; and tractors. With 5,822,963 units sold in the domestic market
and 453,591 units exported during the first nine months of FY2005
(9MFY2005), the industry (excluding tractors) marked a growth of 17%
over the corresponding previous. The two-wheeler sales have witnessed a
spectacular growth trend since the mid nineties.

Two-wheelers: Market Size & Growth

In terms of volume, 4,613,436 units of two-wheelers were sold in the

country in 9MFY2014 with 256,765 units exported. The total two-wheeler
sales of the Indian industry accounted for around 77.5% of the total
vehicles sold in the period mentioned. 

YAMAHA PRODUCTS

Yamaha Motor Company Limited - a Japanese motorized vehicle-

producing company (whose HQ is at 2500 Shingai, Iwata, Shizuoka), is
part of the Yamaha Corporation. After expanding Yamaha Corporation
into the world's biggest piano maker, then Yamaha CEO Genichi
Kawakami took Yamaha into the field of motorized vehicles on July 1,
1955. The company's intensive research into metal alloys for use in
acoustic pianos had given Yamaha wide knowledge of the making of
lightweight, yet sturdy and reliable metal constructions. This knowledge

14
was easily applied to the making of metal frames and motor parts for
motorcycles. Yamaha Motor is the world's second largest producer of
motorcycles (after Honda). It also produces many other motorized
vehicles such as all-terrain vehicles, boats, snowmobiles, outboard
motors, and personal watercraft.

The Yamaha corporate logo is comprised of three tuning forks placed

on top of each other in a triangular pattern.

In 2008, Toyota and Yamaha Corporation made a capital alliance where

Toyota paid Yamaha Corporation 10.5 billion yen for a 5 per cent share
in Yamaha Motor Company while Yamaha and Yamaha Motor each
bought 500,000 shares of Toyota stock in return.

MOTORCYCLES

 Yamaha Alba

 Yamaha Frog

 Yamaha Libero

 Yamaha Gladiator

 Yamaha Mest

 Yamaha Eccy

 Yamaha Passol

 Yamaha EC-02

15
 Yamaha Passol-L

 Yamaha Yz85

 Yamaha V-Star

 Yamaha YZF-R1

 Yamaha FZ1

PERSONAL WATERCRAFT

 Wave Runner

WHEELCHAIRS

 JW-IB

 Nesquick sponsored Race chair

 Banshee 350

 Warrior 350

 Bruin 350

REMOTE-CONTROLLED HELICOPTERS

 Yamaha R-50

 Yamaha R-MAX

OUTBOARD MOTORS

16
 4 stroke series

 4 stroke jet drive series

 2 stroke V6

 2 stroke portable / mid range

OTHER VEHICLES

Yamaha has also built engines for other manufacturers' vehicles, most
notably the V-6 and V-8 engine for the Ford Taurus SHO. The Volvo
XC90 uses a larger version of the same Yamaha V-8 engine. They also
built Formula One racing engines from the late 1980s to the mid 1990s,
with little on track success. In 1991, Yamaha developed its F1 engined
supercar called the OX99-11 where two drivers sit in tandem in front of
the engine, but the project was canned due to the world recession and
lack of interest.

Yamaha developed a prototype for a two-seater sports car with help of

Albrecht Goertz. While the Yamaha/Nissan partnership never progressed
beyond the prototype stage, Toyota took up the design and released the
Toyota 2008GT.

Yamaha is also one of the big 4 companies in the Personal water craft
market.

17
 SWOT ANALYSIS

Strengths:

 Yamaha Motor products extend from land to sea and even into the
skies, with manufacturing and business operations that include everything
from motorcycles, PSA electro-hybrid bikes, marine and power products
to automotive engines.

 Continuously does product improvement in accordance with

demanding customers.

 The distribution network of Yamaha Motors is very wide and spread

across the country.

 Probably the best in terms of R&D facility.

 Has great brand name and commands lot of respect among bikers
community.

Weakness:

 Narrow product line in terms of motorcycles.

 Yamaha’s strategy for Indian market was on right alleyway, but

somewhere down the lane, they are still relying on conventional model
which no longer in use.

 Yamaha despite the promise has failed to deliver and is still an

underdog in the race to top.

18
 A series of unsuccessful and flop bikes have eroded the legacy of
RX100 and RXZ.

OPPORTUNITIES:

 The motorcycle market has been growing at a phenomenal rate and

there has been a shift in the consumer preferences from 2 stroke bikes.
Yamaha motors have recognized this and are bringing out new models of
4 stroke bikes quite regularly to cater the needs of the customers.

 Consumers have become technology conscious and Yamaha Motors

have best R&D facilities. So they can tap new costumers with innovative
technology in motorcycle design and manufacturing.

 There lies lot of potential in 150cc and above segment and Yamaha has
not made enough inroads in this segment.

Threats:

 Continuous divisions of customer segment have made conventional

bikes which was the strength of Yamaha motors.

 Constant demand for price reduction from customers.

 Bajaj Auto and Hero Moto Corp have taken large part of the market
share from Yamaha.

 Growing competition in the industry, both in the terms of new models

and price undercutting, too is a matter of concern as both the sales
realization and operation margins may come under pressure.

19
 IMPORTANCE OF STUDY

The research was carried out to find factors which influence customer
satisfaction level to maximum level. The study projects that customer
satisfaction level change with change in various factors like during sales
evaluation, during delivery of the vehicle and after sales evaluation.
This research is an attempt to provide feedback to Motorcycle
manufacturer Yamaha Motors India Ltd. so that they can bring about
changes in various departments of their organization which will help them
in becoming Number 1 motorcycle brand in India.
For instance during research factors such as technology, maintenance,
looks, style, brand image, behavior of dealers, timely delivery of
documents and bike and proper information about the product were
considered.

This research would give necessary details to Yamaha motors so that it

could know the various factors that affect customer satisfaction level and
then initiate appropriate changes to make it Number 1 motorcycle brand in
India.

20
 Chapter -2

OBJECTIVE

The research encompasses the primary objective of comparison and

analysis of Yamaha bikes with respect to other brands prevailing in the
market i.e. , Hero, Honda , Bajaj , TVS and Suzuki .
The primary aim is to interpret the satisfaction level of
customers using Yamaha’s bikes and to find out the areas in which it
needs to improve to develop a better perception in the mind of its
customers . it entails as to suggest Yamaha how to become a no. 1
customer oriented company

Secondary objective:

To go in detail, the research includes the study of comparative

satisfaction level of customers using different bike brands; the various
areas where competitors supersede and the areas where the competitors
lack .
Furthermore the research aims to find out the relative market
capitalization of Yamaha in the two wheeler industry and to suggest some
concrete and absolute measures to give a rise to its share in the two
wheeler segment.

21
 Chapter - 3

Scope of the Study

The scope of the study refers to the job that to know about the activities
of the organization. The study means that the analysis of the products of
the company on which he/she has to focus. During the training days the
volunteer need to find out the corporate strategies of the running company
and the mile stone which the company has covered during its journey. In
the research, it is necessary for the student that he /she involve with the
experience guys to get the knowledge about the company. That is how the
company has got the success, Or if it is going in the loss, why. During this
training period I have found that the yamaha group is the biggest group in
Indian companies. I felt that I can learn the more in the Money..

This project was undertaken for a specific period in Automobiles., It is an

exercise that is wel0l planned into the curriculum giving the researcher a
valuable opportunity to understand the working dynamics of the
organization and to experiment and exhibit the recently acquired
management and administration skill

The prospect of the furniture sector in India seems positive. The Indian
furniture industry has awakened to interesting times! The last ten years
have seen changes in the shop windows of furniture retailers. Consumers
today no longer look for mere practicality in furniture, instead, they look
for theme furnishing, i.e. lifestyle living. Realizing the tremendous market
potential and to make the most of it, the study was undertaken.

22
 Chapter – 4

Research Methodology

RESEARCH PROBLEM

Research in common parlance refers to search for knowledge. Research

is an academic activity and as such it is used in a technical sense.
According to Clifford Woody, research comprises defining and redefining
problems, formulating hypothesis or suggesting solutions, collecting,
organizing and evaluating data, making deductions and research
conclusions to determine whether they fit the formulating hypothesis.
Research Process

 Extensive Literature Survey: Before starting the research in-depth

study of the topic was done to form a clear picture of what and how
research is to be done.
 Formulating the Research Problem: The next step was to find out
the problem of the case. Then the problem was understood thoroughly and
rephrasing the same into meaningful terms from analytical point of view.
This step is of greatest importance in the entire research.
 Design of Questionnaire: A questionnaire was developed for the
survey. The questionnaire is of structured type. Most of the questions
were based on 5 point bipolar Likert Scale.

23
 Determining the Sample Size: Next step is to determine the number
of to be targeted from various ages, monthly salary, and gender. So a total
of 200 people were surveyed.
 Collecting the data: The data was collected from various class of
people based on age, sex, income, location.
 Analysis of Data: The data collected from various people was
segregated into various categories in order to analyze it. Analysis was
done based on more than 22 different parameters.
 Generalization and Interpretation: Data was tested and upheld
several times, and then generalizations were drawn from the analysis.
 Preparation for the report: Lastly report about the research is made.

Research Design:

A Questionnaire is used to do the research

 Exploratory Research design
 Focus Group
 Primary data analysis
Collection of Data:
 Qualitative Data
 Survey
 Questionnaires
Sampling:
 Non-Probability Sampling
 Judgmental Sampling

24
 Simple Random
Sample Design:
Sampling may be defined as the selection of the some part of an
aggregate or totality on the basis of which a judgment or interference
about the aggregate or totality is made. It is the process of obtaining
information about entire population by examining only a part of it in
which generalizations or influences are drawn based on the sample about
the parameter of population from which samples are taken.

Sample Size: A total of 73 people have been questioned for the purpose
of filling up the questionnaire.

 Details of the Survey Conducted

Sample Size 75

Target Population 18-25 years

25-30 years
30 and above

Area Covered Moradabad City

Sampling Judgmental Simple

Random

Type of Questionnaire Structured 5 point bipolar

25
 Likert Scale

Type of Questions Close ended Questions

CHAPTER - 6

DATA COLLECTION AND INTERPRETATION

The research required collection of first hand primary data from the
respondents. The respondents necessarily were to be bike users. They
were exposed to a questionnaire containing different parameters for the
evaluation of their satisfaction level. The broad parameters were :

 During sales evaluation.

 During vehicle delivery.

 After sales evaluation.

It was expected that the respondents were honest while answering the
questions with proper consideration of the brand image of the bike they
were currently using. the questionnaire contained likert scaling to rate
various parameters .

The respondents were so selected that they were representative of various

segments of bike users. The respondents were questioned on :

 Service stations

26
 Vehicle showrooms

 Kanopy Place

GRAPHICAL DATA INTERPRETATION

1. Which types of customer Attitude towards motor bike?

M 97.
ale 5%

Fe
ma
le 5%

3%

27
 Interpretations: Shown in the above graph shows that 97.5% male
has been preferably to motor bike and rest of female prefer than.

2. Which people attitude towards heavy motor bike?

1
5
Married %

8
5
Unmarried %

28
 23%

Interpretation: 76.84% unmarried people attitude towards heavy motor

bike whenever rest of 23.16% married people attitude towards heavy
motor bike.

3. Age group of consumers towards motor bike:

Age 77% Ab
Grou 18- 25- 35- ove
p 25 35 45 45

37. 31. 17. 14.

Perce 14 23 29 34
ntage % % % %

29
 PERCENTAGE
40.00% 37.14%
35.00% 31.23%
30.00%
25.00% PERCENTAGE
20.00% 17.29%
14.34%
15.00%
10.00%
5.00%
0.00%
18-25 25-35 35-45 ABOVE 45

Interpretation:

37.14% age group of 18-25 preferred a motor bike, 31.23% of age group 25-
35, 17.29% of age group of 35-45 and the rest of age group above 45 years.

4. Professionally/Occupationally consumer attitude towards motor bike:

Student 47.17%

Service 36.07%

Business 16.76%

30
 17%

Interpretation:

47.17% Student and 36.07% service man preferred motor bike and 16.76%
business person used bikes.

It is base on income i.e. 31.17% of income group Rs.10,000-15,000, 43.61%

of Rs.15,000 - 250000, 15.17% of36%
income group of Rs.25,000-35,000 and
6.68% belong to Rs.35,000-50000 income group and rest of used in the
above income of Rs.50,000.

5. Income wise customer attitude towards motor bike:

31
Rs.100
00- 31.1
15000 7%
Interpretation:
Rs.150
It is base on income i.e. 31.17% of income group
00- 43.6
Rs.10,000-15,000, 43.61% of Rs.15,000 - 250000,
25000 1%
15.17% of income group of Rs.25,000-35,000 and

Rs.250 6.68% belong to Rs.35,000-50000 income group

00- 15.1 and rest of used in the above income of Rs.50,000.

35000 7%
6. Which company bike and models liked by all?

Rs.350
46.23
00- 6.68
Hero %
50000 %

21.47
Above
Bajaj %
Rs.500 3.37
00 % Yama 19.34
ha %

3.42
TVS %

Hond 9.78
a %

32
 3%

10%

19%

Interpretation:

46.23% bike company and its models liked by people of Hero, second
position of Bajaj (21.47%) and third position of Yamaha (19.34%) and rest of
Honda (9.78%) and TVS (3.42%) companies.

21%

33
 7. Are customer satisfaction towards Yamaha bike?

67.1
Yes 9%

32.8
No 1%

33%

Interpretation:

67.19% customer satisfy with Yamaha bike and unfortunately 32.81% can say
that they are not satisfied with their bikes.

8. Yamaha bikes are generally adopted for:

Speed 34.6

34
 7%

Mileag 16.3
e 9%

10.0
Design 5%

Pick 27.6
up 3%

Comfo 11.2
rt 6%

Chart Title

11%

35%

Interpretation:
28%

35
34.67% people says that they adopt Yamaha bikes for speed,16.39% says for
mileage, 10.05% for design, 27.63% for its pick-up and 11.26% for comfort.

36
9. People know about the new launches bike from Yamaha?

TV 33.
advertis 19
ement %

36.
Newspa 67
per %

4.4
Friends 2%

8.0
Internet 6%

17.
Hoardin 66
g %

37
 18%

33%

8%

4%

Interpretation:

33.19% People are aware and know about Yamaha bike by TV

advertisement, 36.67% newspapers or magazines, 4.42% by friends, 8.06%
through internet, and 17.66% by hoardings.

The changes have been good in terms of Technology advancement, Medium

and more methods to attract consumers and on Creativity. This study
37%
represents how creativity impacted advertising, also understanding the value
of creativity in advertising through the review of various literatures. The

38
importance of creativity factor in advertising has got wide recognition by
many researchers, practitioner, but there is a miss of true & systematic
research to define advertising creativity and how it relates to ad effectiveness.
The review study discusses some campaigns that have left their strong
impression on consumers. The presented review study tries to come up with
some evidence of creativity by reviewing expert views, past literature in
advertising, studied advertising campaign and marketing activities. The study
discusses different forum on how creativity works, and what makes an ad to
travel good or poorly. It summarized the value of creativity in advertising
through Expert interviews, published material.

10. Why do you ride a bike?

9.87
Passion %

Necessit 42.1
y 3%

Time 31.4
saving 7%

Commuti 16.5
ng 3%

39
 10%

17%

Interpretation:

The most important things to likewise any brand of motor bike through
42%
company, brand, passion
31%and fashion, satisfaction and comfort ability i.e.

in the base of passion 9.87%, necessity 42.13%, time saving 31.47% and
commuting 16.53%.

40
11. Who suggest you to purchase a Yamaha bike?

F
a 3

m 2

i .

l 1

y 1
%

Y
o
u 4
r 1
s .
e 7
l 2
f %

F
r 2
i 1
e .
n 6
d 3
s %

41
 O
t 4
h .
e 5
r 4
s %

5%

42%

Interpretation:

The common factor which the bike has been purchased is own need
somehow the other thing is family factor and friends suggestion and some
other factors.

22%

42
12. Which type brakes you like in your bike?

Disc 81.1
Brake 3%

Drum 18.8
Brake 7%

19%

Interpretation:

Around 82% people says that they like disk brakes but some says they
are comfortable with drum brakes.

13. Which types of wheels are attracted to customers?

81%

43
 Spoke 26.4
Wheel 4%

Alloy 73.5
Wheel 6%

26%

Interpretation:

The main attraction through spoke wheels and 73.56% agree with it, 26.44%
customers preferred to alloy wheels.

14. How was your experience?

37.4
74%
Good 3%

Excelle 18.6

44
 nt 7%

Satisfa 24.1
ctory 7%

Not 19.7
Good 3%

20%

37%
Good
Excellent
Satisfactory
Not good
24%

19%

Interpretation:

In the most preferred through experience i.e. the good, and excellence and
satisfactory based. In the survey it has been found that 18.67% excellence
and 37.43% has been telling about with good experience.

15. Did the customers attitude towards get the full value of money with
the product?

45
 83.4
Yes 1%

16.5
No 9%

17%

Interpretation: Only 83.41% customers receive full value money has taken
but 16.59% people are not receive their money value.

RESULT DISCUSSION

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

83%
Hero Bajaj Honda TVS Suzuki Y

46
 a
m
ah
a

Male Male Male Male Male M

al
e

of the six brands covered the respondents of Suzuki are generally married
while other brands have unmarried customers.

1. The average age of a Yamaha customer comes out to be 21-25 years as

compared to others brands average customers age which is 25-35 years.

2. When explanation of product features comes into view; only Yamaha

customers rank them good.

3. Hero and Bajaj are most favored brands when timely delivery of bike
comes into picture.

4. Suzuki customers says that they have to run after their dealers for the
documentation of the delivery done while others say they are satisfied.

5. Yamaha is Good when sales follow up after delivery is concerned.

6. The most important point that comes up after analysis is that customer
wants a change in Yamaha.

47
 To conclude it can be said that almost every brand lacks in terms
of sales follow up except Hero. So this is the area where Yamaha can
focus and position its bikes.

Secondly, there is huge market for bikes because almost every bike
user wants to change its bike because of some or the other reason.

Lastly, Yamaha has a good market image but a minimum number of

users are new. The most raring point is that Yamaha in spite of having a
low market share is able to retain most of its customers.

CHAPTER -7

FINDING

1. Customers are satisfy with the Yamaha bikes but they find its services and
repairs expensive.

2. Customers prefer to buy the sports series of Yamaha rather then buying its
mileage focused bikes.

3. Hero and Bajaj are the biggest competitor of the Yamaha.

4. Yamaha has very less variety of bikes as compared to competitors say,

hero.

CHAPTER 8

CONCLUSION & RECOMMENDATION

48
 CONCLUSION

From the research following facts about Indian two wheeler industry
has been inferred:

 Age group – 21-30 years.

 Profession – Mostly salaried and student

 Customers are generally satisfied with attitude of dealers at the time of

sales.

 Every brand of bikes have a poor response in terms of sales follow up

except Hero.

 Hero, Bajaj and Honda is the most famous brand.

 Favored bikes in today’s date are –

 Bajaj- Pulsar & Discover

 TVS- Apache

 Hero- Splendor, Hunk & CBZ Extreme

 Honda- Shine

 Customers stress on quality as complimentary to looks.

 Mileage is what everybody wants.

49
 In fact, the dealership of MORADABAD is found good having
with customers attitude and behavior to Dealership evaluation.

CHAPTER 9

SUGGESTIONS FOR FURTHER RESEARCH

50
1. INTRODUCTION OF NEW BRANDS – Yamaha should introduce
new bikes in the market. It will definitely make the market oligopolistic,
but will improve the condition of Yamaha .

2. BIKE IN 150 CC SEGMENT – Yamaha has a successful bike in

these segments (like-R-1 5 and F Z). Yamaha have introduce a bike of
100cc in this segment which can compete with the other brands on price ,
power, pick-up , mileage and style .

3. INTEGRATION OF MARKETING AND R & D DEPARTMENT

- Yamaha has got best R&D facilities and international design of sports
bikes. It needs to integrate its efforts together with other department more
specifically marketing wing and try to give customers what they want.

4. It has been found from the research that Yamaha has got some loyal
customers but when it comes to Yamaha , people still talk about RX- 100.
Yamaha should develop a bike like RX-100, and this time mileage and
style should also be considered.

5. 360 degree marketing approach and need to follow aggressive

promotional campaigns to grab a larger piece of pie in the motorcycle
segment.

6. Focus should be on teenagers, young and executives as they represent

largest portion of the bike user segment.

51
7. Provide better sales follow up which almost every brand lacks – the
research has showed that the bike users of all brands are dissatisfied with
their ‘after sales experience’ .this is a big loop hole which Yamaha can
use to improve its brand image and to gain more customers.

8. Indian customers generally do not use bike for fashion but as a

necessity so mileage should be a concern, so it needs to create a better
image in the mind of its customers regarding mileage.

QUESTIONNAIRE

(For Yamaha Customer)

52
Contact- Place:

Model: cc:

Date of purchase:

1. Name: 2. Age:

3. Marital status: a) married b) single

4. What is your occupation?

a) Student b) service c) Business Person d) Other: ________

5. Monthly household income:

a) Up to Rs.10,000 b) Rs.15,000-25,000 c) Rs.25,000-35,000

d) Rs.35,000-45,000 e) Above Rs. 45,000

6. Which company bike and models do you like?

A) Hero b) Bajaj c) Yamaha d) TVs

e) Honda

7. Are you satisfied towards Yamaha bike?

a) Yes b) no

8. Why did you choose Yamaha bike?

53
a) Speed b) mileage c) design d) pickup
e) comfort

9. From which source do you know about the new launches bike from
Yamaha?

A) TV advertisement b) newspaper c) friend d)internet

e) hoarding

10.Why do you ride a bike?

A) Passion b) necessity c) Time saving d) commuting

11. Who suggest you to purchase a Yamaha bike?

a) Family b) yourself c) friends d) others

12. Which type brakes you like in your bike?

a) Disc break b) drum break

13. Which types of wheels are attracted to customers?

a) Spoke wheel b) allow wheel

14. How was your experience?

A) Good b) excellent c) satisfactory

54
THANK YOU

55