KHWAJA MOINUDDIN CHISHTI

LANGUAGE UNIVERSITY,
LUCKNOW

SUMMER TRAINING PROJECT REPORT

ON

“CONSUMER PREFERENCE TOWARDS

YAMAHA MOTORS”

Submitted for the partial fulfillment of the requirement

For the Degree of
BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SUBMITTED TO: SUBMITTED BY:

Dr. SAYYED HAIDER ALI MOHAMMAD ASIF
Head of Department Roll No. 1803038
KMCLU, Lucknow Sem – 5th, BBA

1
 DECLARATION

I do hereby declare that the research report titled “CONSUMER

PREFERENCE TOWARDS YAMAHA MOTORS” submitted by me in

partial fulfillment of the requirement of Bachelor of Business Administration

exclusively prepared and conceptualized by me and is not submitted to any other

Institution or University or published anywhere before for the reward of any

Degree/Diploma/Certificate. It is the Original work of mine and has not been

obtained from any other part.

MOHAMMAD ASIF
BBA 5th Semester
Roll No.: 1803038

2
 ACKNOWLEDGEMENT

Every work constitutes great deal of assistance and guidance from the people

concerned and this particular project is of no exception.

A project of the nature is surely a result of tremendous support, guidance,

encouragement and help.

Wish to place on record my sincere gratitude to DR. SAYYED HAIDER ALI,

for his valuable guidance. Without his support and guidance taking this would not

have been possible.

Also, wish to acknowledge enthusiastic encouragement and support extended

to me by my family members. At last, I would like to thank all the faculty of

business management to help me completing this project.

I’m also thankful to my friends who provided me their constant support and

assistance.

MOHAMMAD ASIF
BBA 5th Semester
Roll No.: 1803038

3
 PREFACE

Marketing plays vital role in today’s business scenario in consumer

product Company, when there is such a high competition in the market.

The emphasis in the project is providing the study and an insight into

goods scenario. The project is designed to provide participation of

MBA program as on the job experience. This has given a chance to try

and apply the academic knowledge and gain insight into corporate

culture. This helps in developing decision making abilities and

emphasizes on active participation by the student.

I undertook my project a leading Two wheeler and marketing partner of

the YAMAHA MOTORS. During the training, I had work on the

project “Consumer Preference”.

I gained valuable experience & knowledge during this survey. This

project consists of my findings after data analysis & conclusions were

drawn and recommendations were put forward.

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 EXECUTIVE SUMMARY

Two wheeler industry is one of the fast growing industries in India.

Marketing includes all the fulfill the all segment of consumers.

Marketing is also to convert social needs into profitable opportunities.

So this topic provides the entire essential to theoretical knowledge and

to inculcate the efficiency. It is also requirement for the company to

improve their service and quality for achieving their ultimate goal.

Project Title: “Consumer preference towards YAMAHA

MOTORS”. The topic has been already given by the company to

collect information about current status of the Two wheeler’s that is

given by the company to the retailer for selling of every brand of

YAMAHA MOTORS.

The main objective of the research was to know the company’s position

in the YAMAHA MOTORS.

Location: Lucknow

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 TABLE OF CONTENT

S. No. Contents Page No.

1. Introduction 8 – 13

2. Literature Review 15 – 18

3. Company profile 20 –36

4. Objective of the study 37 – 38

5. Scope of the study 38

6. Importance & use of the study 38 – 39

7. Research methodology 40 – 45

8. Data analysis and interpretation 46 – 53

9. Findings 54 – 55

10. Limitation 56 – 57

11. Conclusion 58 – 59

12. Suggestions and recommendations 60 – 61

13. Bibliography 62 – 63

14. Annexure 64 – 68

6
INTRODUCTION

7
 INTRODUCTION

Consumer preference

Consumer preference is the study of when, why, how, where and what

people do or do not buy products. It blends elements from psychology,

sociology, social psychology, anthropology and economics. It attempts to

understand the buyer decision making process, both individually and in

groups. It studies characteristics of individual consumers such as

demographics and behavioural variables in an attempt to understand people's

wants. It also tries to assess influences on the consumer from groups such as

family, friends, reference groups, and society in general. Customer behaviour

study is based on consumer buying behaviour, with the customer playing the

three distinct roles of user, payer and buyer. Relationship marketing is an

influential asset for customer behaviour analysis as it has a keen interest in the

re-discovery of the true meaning of marketing through the re-affirmation of

the importance of the customer or buyer. A greater importance is also placed

on consumer retention, customer relationship management, personalisation,

customisation and one-to-one marketing. Social functions can be categorized

into social choice and welfare functions. Each method for vote counting is

8
assumed as a social function but if Arrow’s possibility theorem is used for a

social function, social welfare function is achieved. Some specifications of the

social functions are decisiveness, neutrality, anonymity, monotonocity,

unanimity, homogeneity and weak and strong Paretooptimality. No social

choice function meets these requirements in an ordinal scale simultaneously.

The most important characteristic of a social function is identification of the

interactive effect of alternatives and creating a logical relation with the ranks.

Marketing provides services in order to satisfy customers. With that in mind,

the productive system is considered from its beginning at the production level,

to the end of the cycle, the consumer (Kioumarsi et al., 2009).

Belch and Belch define Consumer preference as 'the process and activities

people engage in when searching for, selecting, purchasing, using, evaluating,

and disposing of products and services so as to satisfy their needs and desires'.

The black box model shows the interaction of stimuli, consumer

characteristics, decision process and consumer responses. It can be

distinguished between interpersonal stimuli (between people) or intrapersonal

stimuli (within people).[2] The black box model is related to the black box

theory of behaviorism, where the focus is not set on the processes inside a

9
consumer, but the relation between the stimuli and the response of the

consumer. The marketing stimuli are planned and processed by the

companies, whereas the environmental stimulus are given by social factors,

based on the economical, political and cultural circumstances of a society. The

buyers black box contains the buyer characteristics and the decision process,

which determines the buyers response.

The black box model considers the buyers response as a result of a conscious,

rational decision process, in which it is assumed that the buyer has recognized

the problem. However, in reality many decisions are not made in awareness of

a determined problem by the consumer.

Information search

Once the consumer has recognised a problem, they search for information on

products and services that can solve that problem. Belch and Belch (2007)

explain that consumers undertake both an internal (memory) and an external

search.

Sources of information include:

Personal sources

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 Commercial sources

Public sources

Personal experience

The relevant internal psychological process that is associated with information

search is perception. Perception is defined as 'the process by which an

individual receives, selects, organises, and interprets information to create a

meaningful picture of the world'

The selective perception process

Stage Description

- Selective exposure consumers select which promotional messages they

will expose themselves to.

- Selective attention consumers select which promotional messages they

will pay attention to

- Selective comprehension consumer interpret messages in line with their

beliefs, attitudes, motives and experiences

- Selective retention consumers remember messages that are more

meaningful or important to them

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The implications of this process help develop an effective promotional

strategy, and select which sources of information are more effective for the

brand.

INFORMATION EVALUATION

At this time the consumer compares the brands and products that are in their

evoked set. How can the marketing organization increase the likelihood that

their brand is part of the consumer's evoked (consideration) set? Consumers

evaluate alternatives in terms of the functional and psychological benefits that

they offer. The marketing organization needs to understand what benefits

consumers are seeking and therefore which attributes are most important in

terms of making a decision.

PURCHASE DECISION

Once the alternatives have been evaluated, the consumer is ready to make a

purchase decision. Sometimes purchase intention does not result in an actual

purchase. The marketing organization must facilitate the consumer to act on

their purchase intention. The provision of credit or payment terms may

encourage purchase, or a sales promotion such as the opportunity to receive a

premium or enter a competition may provide an incentive to buy now. The

12
relevant internal psychological process that is associated with purchase

decision is integration.

POST PURCHASE EVALUATION

The EKB model was further developed by Rice (1993) which suggested there

should be a feedback loop, Foxall (2005) further suggests the importance of

the post purchase evaluation and that the post purchase evaluation is key due

to its influences on future purchase patterns.

MANAGEMENT

The process of lobbying for support for part of the influential group before

suggesting an idea, arguing a case or submitting a report.

In the sports world, buying in is a significant aspect of players/participants

accepting goals and direction from a coach, leader or program. "Buying in"

becomes synonymous with commitment and dedication. In the Spring of

2007, two film makers, Tim Breitbach (Dopamine) and Ralph Barhydt, started

producing a film entitled, "Buying In" that explores the social issues of buying

in based on the success of the boys' and girls' high school basketball at the

Branson School, in Ross, California, who each won the State Championship in

their division in 2007.

13
REVIEW LITERATURE

14
 REVIEW LITERATURE

INTRODUCTION TO CONSUMER BEHAVIOUR

The behaviour of consumer is considered to be the study of why, when, where

and how people prefer or prefer not to buy a particular product. It takes into

consideration and mix together the basics of their economic status, their

psychology, the society and the social anthropology. It in short tries to

recognize the decision of the buyer either individually or collectively. It

examines uniqueness of individual customers such as their behavioural

variables and demographics in an effort to identify state of peoples

requirements.

Aaker, David and George (1971)22in the book „Consumerism: Search for the

consumer Interest‟ makes an effort to evaluate influence on the buyer from

their close group such as friends, reference groups, family as well as in

general the society. The general definition of consumer behaviour is that one

of the studies a marketer uses to understand a consumer better and forecast on

how their behaviours change when coming to buying decisions.

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According to Schiffmann (1993)23consumer behaviour is the sum of learned

values, customs and beliefs that serve to direct the members of a specific

society. According to Brian Mullen (2001)24from the book „The Psychology

of Consumer Behaviour‟ consumer behaviour is the decision maker or

behaviour of the consumer in the market place of the services and goods.

From the application of psychology, sociology, and demographics, the

marketers can begin to understand why the consumers form attitudes and

make decisions to purchase the product.

Consumer behaviour is based on the consumer playing three different roles of

buyer, payer and user. Consumer behaviour reflects totality on decision of

consumers with respect to the consumption, disposition and acquisition of

services, products, experiences, activities, ideas and people by units of

decision making. Consumer behaviour entails all activities of consumers

linked with the use, buying and disposal of services and products including

the mental, behavioural and emotional responses of consumers that determine,

follow or precede these activities (Loudon and Della, 1988)25.

According to Peter and Olsen et.al (2005)26 from the book „consumer

behaviour and marketing strategy‟ consumer behaviour can also be referred as

16
the physical activity and decision engaged in obtaining, evaluating, disposing

or using of services and goods. Consumer behaviour is often goal oriented and

purposeful. Each consumer is free to make an option with regard to the buying

she or he is going to make. Consumer behaviour is the method which starts

with the stimuli a consumer gains from his surroundings and ends with buying

transaction.

Walter and Paul (1970)27 in the book „Consumer Behaviour: An Integrated

Framework‟ has emphasized consumer behaviour as, the process whereby

individuals decide whether what, when, where, how and from whom to

purchase goods or services.‟ Behaviour at large is a sign of precise

mannerism as well as technique. Consequently consumer behaviour connotes

consumer‟s expression or say attitude whilst purchasing the products. In

further terminology consumer behaviour is the outcome of such purchase, at

the same time as a consumer does on behalf of the contentment of his

requirements.

According to the Webster(1975)28in his article “Determining the

Characteristics of the Socially Conscious Consumer” expressed that the

behaviour of buyer is all psychological, physical and social of potential

17
customers as they become aware of evaluate purchase consume and tell other

people about products and services.” Kurtz and Boone(2007)29, in the book

“Contemporary marketing‟ describes that Consumer preference consists of

the acts of individuals obtaining and using goods and services, including the

decision processes that proceed and determine these acts”.

According to Hoyer and Macllnis (2008)30Consumer preference reflects the

totality of customer‟s decision with respect to consumption, acquisition and

disposition of products, services, tasks, people, ideas and experiences by units

of decision making. Consumer behaviour includes why they purchase, what

they purchase, when they purchase, how often they purchase, where they

purchase, influence of such evaluation on future, how they calculate it after

the purchase and how they regulate it.

Consumer behaviour means more than just how an individual purchases

products. Therefore the efforts of marketing focus on the ideas, tasks and

services of customers. The manner in which the customers purchase is

extremely important to marketers. It is essential to know how a customer

reacts towards varied product features, advertisements and costs inorder to

assure powerful competitive benefit.

18
COMPANY PROFILE

19
 COMPANY PROFILE

YAMAHA MOTOR COMPANY

Yamaha Motor Company, Limited

Traded as TYO: 7272

ISIN JP3942800008

Industry Automotive

Founded 1 May 1955; 65 years ago

Founder Genichi Kawakami

Headquarters Iwata, Shizuoka,

Japan

Area served Worldwide

Key people Hiroyuki Yanagi (Chairman & Representative

Director)
Yoshihiro Hidaka (President & Representative
Director)

Products Motorcycles, commuter vehicles & scooters,

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 recreational vehicles, boats, marine
engines, snowBikess, small tractors, personal
watercraft, electrically power assisted
bicycles, autoBikes engines, unmanned aerial
vehicles, golf carts

Owner Yamaha Corporation (9.92%)

Toyota (3.58%)

Number of 52,664 (as of December 31, 2014)

employees

Subsidiaries Minarelli
MBK

Website global.yamaha-motor.com

Yamaha Motor Company Limited, Yamaha Hatsudōki Kabushiki-gaisha) is

a Japanese manufacturer of motorcycles, marine products such as boats

and outboard motors, and other motorized products. The company was

established in 1955 upon separation from Yamaha Corporation (however,

Yamaha Corporation is still the largest private company shareholder with

9.92%, as of 2019), and is headquartered in Iwata, Shizuoka, Japan. The

company conducts development, production and marketing operations through

109 consolidated subsidiaries as of 2012.

21
Led by Genichi Kawakami, the company’s founder and first president,

Yamaha Motor began production of its first product, the YA-1, in 1955. The

125cc motorcycle won the 3rd Mount Fuji Ascent Race in its class.

The company's products includes motorcycles, scooters, motorized bicycles,

boats, sail boats, personal water craft, swimming pools, utility boats, fishing

boats, outboard motors, 4-wheel ATVs, recreational off-road vehicles, go-

kart engines, golf carts, multi-purpose engines, electrical generators, water

pumps, snowBikess, small snow throwers, autoBikes engines, surface

mounters, intelligent machinery, industrial-use unmanned helicopters,

electrical power units for wheelchairs and helmets. The company is also

involved in the import and sales of various types of products, development of

tourist businesses and management of leisure, recreational facilities and

related services. Yamaha’s motorcycle sales are the second largest in the

world and Yamaha is the world leader in water vehicle sales.

History

Beginnings: 1955

The motorcycle division of Yamaha was founded in 1955, and was headed by

Genichi Kawakami. Yamaha's initial product was a 125 cc (7.6 cu in) two-

22
cycle, single cylinder motorcycle, the YA-1, which was a copy of the

German DKW RT 125. The YA-1 was a competitive success at racing from

the beginning, winning not only the 125cc class in the Mt. Fuji Ascent, but

also sweeping the podium with first, second and third place in the All Japan

Autobike Endurance Road Race that same year.[6] Early success in racing set

the tone for Yamaha, as competition in many varieties of motorcycle racing

has been a key endeavor of the company throughout its history, often fueled

by a strong rivalry with Honda and other Japanese manufacturers.

Yamaha began competing internationally in 1956 when they entered the

Catalina Grand Prix, again with the YA-1, at which they placed sixth. The

YA-1 was followed by the YA-2 of 1957, another 125cc two stroke, but with

significantly improved frame and suspension.[7] The YD-1 of 1957 was a

250cc two-stroke twin cylinder motorcycle, resembling the YA-2, but with a

larger and more powerful motor. A performance version of this bike, the

YDS-1 housed the 250cc two-stroke twin in a double downtube cradle frame

and offered the first five-speed transmission in a Japanese motorcycle. This

period also saw Yamaha offer its first outboard marine engine.

Yamaha Motor Company was incorporated on 1st July 1955 (Japan),

highlighting its presence in performance segment motorcycles. This year 2020

23
we will be completing 65 years & to celebrate this momentous occasion

YAMAHA will be conducting the 65th Yamaha Day on 1st July. This year

has been selected as “Heritage” theme for Yamaha Day – with this YAMAHA

plans to enhance the brand connect with their customers.

Success and growth in the 1960s

By 1963 Yamaha's dedication to both the two-stroke engine and racing paid

off with their first victory in international competition, at the Belgium GP,

where they won the 250cc class. Success in sales was even more impressive,

and Yamaha set up the first of its international subsidiaries in this period

beginning with Thailand in 1964, and the Netherlands in 1968. 1965 saw the

release of a 305cc two-stroke twin, the flagship of the company's lineup. It

featured a separate oil supply which directly injected oil into the gasoline prior

to combustion (traditionally riders had to pre-mix oil into gasoline together

before filling the gas tank on two stroke engines). In 1967 a new larger

displacement model was added to the range, the 350cc two stroke twin R-1.

In 1968 Yamaha launched their first four-stroke motorcycle, the XS-1.

The Yamaha XS-1 was a 650cc four-stroke twin, a larger and more powerful

machine that equaled the displacement and performance of the popular British

24
bikes of the era, such as the Triumph Bonneville and BSA Gold Star. Yamaha

continued on with both the two-stroke line and four-stroke twins at a time that

other Japanese manufacturers were increasingly moving to four cylinder four-

stroke machines, a trend led by Honda in 1969 with the legendary CB-750

four-stroke four-cylinder cycle.

Four stroke era begins: the 1970s

Not until 1976 would Yamaha answer the other Japanese brands with a multi-

cylinder four stroke of their own. The XS-750 (and later 850) a 750cc triple

cylinder machine with shaft final drive was introduced almost seven years

after Honda's breakthrough bike. Yamaha's first four-cylinder model, the XS-

1100 followed in 1978, again with shaft drive.[9] Despite being heavier and

more touring oriented than its rivals it produced an impressive string of

victories in endurance racing.

The 1970s also saw some of the first dedicated off-road bikes for off-road

racing and recreation. Yamaha was an early innovator in dirt-bike technology,

and introduced the first single-shock rear suspension, the trademarked

"Monoshock" of 1973. It appeared in production on the 1974 Yamaha YZ-

25
250, a model which is still in production, making it Yamaha's longest

continuous model and name.

Yamaha continued racing throughout the 1960s and 1970s with increasing

success in several formats. The decade of the 1970s was capped by

the XT500 winning the first Paris-Dakar Rally in 1979.

1980s: diversification and innovation

By 1980 the combination of consumer preference and environmental

regulation made four strokes increasingly popular. Suzuki ended production of

their GT two stroke series, including the flagship water-cooled two-stroke

750cc GT-750 in 1977. Kawasaki, who had considerable success throughout

the 1970s with their two-stroke triples of 250cc, 350cc, 500cc and 750cc

ended production of road-going two strokes in 1980. Yamaha bucked this

trend and continued to refine and sell two-strokes for the street into the 1980s.

These bikes were performance oriented, water-cooled twin cylinder machines,

designed to achieve excellent performance taking advantage of the lower

weight of two strokes. The RZ-250 of 1980[12] was the progenitor of this

series. The RZ-350, the largest displacement model, was a popular hot-rod

26
bike of the 1980s and continued to be sold in some countries into the early

1990s.

Throughout the 1980s the motorcycle industry gradually went from building a

few basic but versatile models designed to work well in many roles, to

offering many more specialized machines designed to excel in particular

niches. These included racing and performance street riding, touring,

motocross racing, enduro and recreational off-road riding, and cruising.

Yamaha branched out from the relatively small number of UJMs (Universal

Japanese Motorcycle) at the start of the decade to a much larger set of

offerings in several clearly defined markets at the end of the decade.

The XV750 of 1981 featured an air-cooled V-twin four-stroke engine and

cruiser styling, and was one of the first Japanese cruiser style motorcycles. By

the end of the 1980s Yamaha had offered dozens of cruiser styled bikes in a

variety of displacements and engine configurations.

The RZV500 was one of the first "repli-racers", a near copy of Kenny Roberts

competition GP bike, it featured a liquid-cooled two-stroke motor of 500cc

displacement in a V4 configuration, along with a perimeter frame and full

fairing.]

27
A more popular and practical high-performance model for the street was

introduced in 1985, the FZ750. It was an innovative 750cc four-stroke inline

four cylinder model. It was the first motorcycle to feature a five-valve

cylinder head, something Yamaha became well known for. It also featured a

cylinder block canted forward at 45 degrees, and a box-section steel perimeter

frame. Production of the FZ continued until 1991.

Another bike that was performance-oriented was the Yamaha RX-Z,

introduced in 1985 as a two-stroke naked sport bike, related to the Yamaha

RX-135 and Yamaha RD-135, borrowing its chassis and platform. Originally

equipped with a five speed transmission and a solid front disc brake rotor with

rear drum brakes, it was popular in Malaysia and Singapore. After a few years

on the market, the engine was upgraded with the installation of a six-speed

transmission, together with a newer instrument panel and handlebar switches,

as well as a cross-drilled front disc brake rotor, while the rear remained with

the drum brakes. The design was unchanged until it was updated in 2004, with

the rear lights being borrowed by the Yamaha Y125Z and a new headlight. It

was also installed with a catalytic converter, which reduced its horsepower to

19bhp. However, the maximum torque remained unchanged but the low-end

torque was improved compared to the early models. Some owners of the

28
earlier RX-Z motorcycles may have problems during take-off because the

engine tends to stall when an inexperienced rider tries to take off in the first

gear. However, the problem was resolved in the new model. In Malaysia, this

bike was associated with street racers and was featured in many Malay

movies. In 2011, after 26 years, it was discontinued.

The 1990s: Performance bikes and a spin-off brand

In 1998 Yamaha marketed a 1000cc four cylinder road bike called the YZF

'R1', this model introduced a new style of gearbox design which shortened the

overall length of the motor/gearbox case, to allow a more compact unit. This,

in turn allowed the motor to be placed in the frame further forward, designed

to improve handling in a short wheel-based frame.

In 1995, Yamaha announced the creation of Star Motorcycles, a new brand

name for its cruiser series of motorcycles in the American market. In other

markets, Star motorcycles are still sold under the Yamaha brand. This was an

attempt to create a brand identity more closely aligned with the cruiser market

segment, one of the largest and most lucrative in the USA.

The 2000s: Expansion and consolidation

29
In 2007, Yamaha established the Philippine operations and distributes

Yamaha motorcycles under the corporate name of Yamaha Motor

Philippines, Inc., one of more than 20 worldwide subsidiaries operating on all

continents.

Motorcycle racing highlights

In motorcycle racing Yamaha has won 39 world championships, including 7

in MotoGP and 10 in the preceding 500 cc two-stroke class, and 1 in World

Superbike. In addition Yamaha have recorded 208 victories at the Isle of Man

TT and head the list of victories at the Sidecar TT with 40.[15] Past Yamaha

riders include: Jarno Saarinen Giacomo Agostini, Bob Hannah, Heikki

Mikkola, Bruce Anstey, Kenny Roberts, Eddie Lawson, Wayne

Rainey, Jeremy McGrath, Stefan Merriman, Dave Molyneux, Ian

Hutchinson, Phil Read, Chad Reed, Ben Spies and Jorge Lorenzo. Their

current lineup consists of nine-time world champion Valentino

Rossi and Maverick Viñales.

The Yamaha YZ450F won the AMA Supercross Championship two years in a

row, in 2008 with Chad Reed, and 2009 James Stewart. Yamaha was the first

to build a production monoshock motocross bike (1975 for 250 and 400, 1976

30
for 125) and one of the first to have a water-cooled motocross production bike

(1977 in works bikes, 1981 in off-the-shelf bikes). Yamaha's first Motocross

competition four-stroke bike, the YZ400F, won the 1998 USA outdoor

national Championship with factory rider Doug Henry.

Since 1962, Yamaha made production road racing Grand Prix motorcycles

that any licensed road racer could purchase. In 1970, non-factory privateer

teams dominated the 250 cc World Championship with Great

Britain's Rodney Gould winning the title on a Yamaha TD2.

Yamaha also sponsors several professional ATV riders in several areas of

racing, such as cross country racing and motocross. Yamaha has had success

in cross country with their YFZ450, ridden by Bill Ballance, winning 9

straight titles since 2000. Yamaha's other major rider, Traci Cecco, has ridden

the YFZ450 to 7 titles, with the first in 2000. In ATV motocross, Yamaha has

had success with Dustin Nelson and Pat Brown, both who race the YFZ450.

Pat Brown's best season was a 3rd place title in 2007, while Nelson has had

two 1st place titles in the Yamaha/ITP Quadcross, one in 2006 and the other

in 2008.

31
PRODUCT RANGE

32
33
34
35
Formula One

Yamaha as a Formula One engine manufacturer

Formula One World Championship career
First entry 1989 Brazilian Grand Prix
Last entry 1997 European Grand Prix
Races entered 130 (116 starts)
Chassis Zakspeed, Brabham, Jordan, Tyrrell, Arrows
Constructors' Championships 0
Drivers' 0
Championships
Race victories 0
Podiums 2
Points 36
Pole positions 0
Fastest laps 0

Yamaha produced Formula One engines from 1989 to 1997, initially for
the Zakspeed team, in 1991 for the Brabham BT60Y, in 1992 for the Jordan
192, from 1993 to 1996 for Tyrrell, and in 1997 for the Arrows A18. These
never won a race, but drivers including Damon Hill, Ukyo Katayama, Mark
Blundell and Mika Salo scored some acceptable results with them. However,
their engines were often unreliable and were usually regarded as not very
powerful.

36
OBJECTIVE OF STUDY

37
 OBJECTIVE OF STUDY

1. To study consumer perception about Two wheeler usage.

2. To study consumer satisfaction level about services.

3. To know the market potential of Yamaha Motors.

4. To study the factors that affects the choice of brand by consumer.

SCOPE OF STUDY

The scope formulation is the first step to a successful Research process.

Project undertaken the problem of analyzing the consumer buying behaviour

of Two wheeler.

IMPORTANCE AND USE OF THE STUDY

To keep things in mind that as the ever changing competitive business

environment. New thoughts and ideas should pour into its, Research &

Development to innovate its existing products which should be beyond

competitors comprehension.

This study enables the user with answer to formulate an effective marketing

mix strategy with a broader prospective to tap areas where it did not feel the

38
need earlier, hence the decision of whether to penetrate this section or not can

be found out at the end of the data analysis.

It also gives an idea of the potential of our business in the future & the

fluctuation in prices from time to time & from product to product.

Special reference is made to the improvement of ability of product in terms of

packaging & product innovations & advertisement always means to cut down

competitors.

39
RESEARCH METHODOLOGY

40
 RESEARCH METHODOLOGY

INTRODUCTION

This chapter aims to understand the research methodology establishing a

framework of evaluation and revaluation of primary and secondary research.

The techniques and concepts used during primary research in order to arrive at

findings; which are also dealt with and lead to a logical deduction towards the

analysis and results.

RESEARCH DESIGN

The research design applied here was exploratory research

Exploratory Research is one in we don’t know about the problem, we have to

find about the problem and then work on solving the problem. Whereas in

case of descriptive research, we know the problem, we just have to find the

solution to the problem. Generally descriptive research design is applied after

exploratory research design.

Here after doing the secondary research, we found the general perception

about the retail baking but then in second phase we tried to figure out where

the difference lies and on what basis the banks differ from each other

41
RESEARCH TOOL

Research tool

The purpose is to first conduct a intensive secondary research to understand

the full impact and implication of the industry, to review and critique the

industry norms and reports, on which certain issues shall be selected, which

remain unanswered , this shall be further taken up in the next stage of

secondary research. This stage shall help to restrict and select only the

important question and issue, which inhabit growth and segmentation in the

industry.

DATA COLLECTION:

Both primary and secondary data have been collected very vigorously

Secondary data: it is collected by the study of various reports. The reports

studied under secondary data. Primary Data was taken with questionnaire

THE RESEARCH REPORT

The report is the result of a survey which was undertaken in Lucknow city.

The objectives of the project have been fulfilled by getting response from the

42
customer associated to these segments through a personal interview in the

form of a questionnaire. The responses available through the questionnaire

are used to evaluate the consumer behaviour for the products of Yamaha

IndiaTwo wheeler and the willingness of the customer to purchase its products

on future.

The project also covers an analysis of the switch over of customers to

competitor’s products in the market.

THE RESEARCH PROBLEM

The problem formulation is the first step to a successful Research process.

Project undertaken the problem of analyzing the consumer buying behaviour

of YAMAHA MOTORS .

THE RESEARCH OBJECTIVE

Based on the problem the objective of the research is divided into two which

are as follows:

Primary Objective:

 To analyse consumer behaviour towards the company’s products range.

Secondary Objective:

43
 Analyse consumer satisfaction for different type of Two wheeler.

 Analyse the Consumer behaviour of Yamaha IndiaTwo wheeler.

THE RESEARCH DESIGN

The research design used in the project is exploratory design. The

investigation is carried upon the customers in Lucknow city. The reason for

choosing this design is to get responses from the customers so that their

buying behaviour about the products of the company and their loyalty could

be predicted.

THE DATA SOURCE

The data has been taken from two sources

 Primary data source

The primary data source has been collected through questionnaire by

personally interviewing each respondent on a number of queries structured in

a questionnaire.

 Secondary data source

Secondary data was collected from following sources

Prior research reports

Websites

44
Books

Newspaper

Personal consultation

THE AREA OF WORK

The field work is conducted in the Lucknow city in various Places like Mall,

Showroom and retailers situated in different location all over the city.

THE SAMPLE SIZE

The sample size consists of 100 units out of which the most logical and non

biased response are selected thus the sample size is taken out to be 100 units.

45
 DATA ANALYSIS
AND INTERPRETATION

46
 DATA ANALYSIS & INTERPRETATION

1. Gender

Male 78

Female 22

47
2. Age Group

18 years 47

19-29 36

30-40 12

40 above 5

48
3. Occupation

Students 36

Salaried 34

Business man 17

Other 13

49
4. Which Two wheeler you are using?

YAMAHA MOTORS 35

India Today 23

Vogue 16

Business Today 14

Femina 12

INTERPRETATION

Out of respondent 35% YAMAHA MOTORS , 23% India Today are using,

16% Vogue, 14% Business Today & 12% Femina are using.

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5. Where did you get the information about the YAMAHA MOTORS ?

Newspaper 26

Friends 18

Relations 15

Colleges 17

Online 12

TV Ads 8

Other 4

INTERPRETATION

Out of respondent 26% news paper get the information about YAMAHA

MOTORS , 18% friends information, 15% relations get the information, 17%

colleges, 12% online, 8% TV ads & 4% other information about the services.

51
6. Why have you chosen YAMAHA MOTORS ?

References 22

Prior experience 28

Excellent Quality 18

Price promise 16

Offer 13

Availability 3

INTERPRETATION

Out of respondent 22% references has chosen YAMAHA MOTORS , 28%

prior experience, 18% excellent quality, 13% offer & 3% availability.

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7. Would you like to change your Two wheeler?

Yes 40

No 60

INTERPRETATION

Out of respondent 40% like to change their Two wheeler & 60% not.

53
FINDINGS

54
 FINDINGS

Out of respondent 35% YAMAHA MOTORS , 23% India Today are

using, 16% Vogue, 14% Business Today & 12% Femina are using.

Out of respondent 26% news paper get the information about the

services, 18% friends information, 15% relations get the information,

17% colleges, 12% online, 8% TV ads & 4% other information about

the services.

Out of respondent 22% references has chosen service, 28% prior

experience, 18% excellent service chosen provider, 13% network & 3%

availability.

Out of respondent 40% like to change your Wallet service provider &

60% not.

55
LIMITATION

56
 LIMITATION
Though, best efforts have been made to make the study fair, transparent and

error free. But there might be some inevitable and inherent limitations.

Though outright measure are undertaken to make the report most accurate.

The limitations of the survey are narrated below:

 The project is valid for Lucknow city only.

 It was not possible to cover each and every respondent due to time

constrains.

 There may be some biased response form the respondents

 Some respondents did not provide the full data.

 Unwillingness on the part of the customers to disclose the information as

per the questionnaire.

 The decisiveness on the part of the customers regarding some question

hence difficulty faced in recording and analyzing the data.

57
CONCLUSION

58
 CONCLUSION

The report comes to the following conclusion

 The users of Yamaha India are brand loyal with only a small percent want

to shift over to other brands. Trying of other brands by customers is mainly

because the customer wants to try something new.

 The performance of Yamaha India is fair in comparison to other pro

brands.

 Economy is the basic feature influencing to built brand Image.

 Due to high brand loyalty the users of Two wheeler recommend its product

to others.

 The users are satisfied with the Yamaha Motors.

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 SUGGESTIONS

AND RECOMMENDATION

60
 SUGGESTIONS AND RECOMMENDATION

The recommendations are

 The brand loyalty for more can be increased if the Quality and appearance

of the products are given due attention and captured a major share of Two

wheeler market.

 The switch over of the customers can be prevented if more of new products

are launched more frequently.

 Qualities are good but it still needs improvements.

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BIBLIOGRAPHY

62
 BIBLIOGRAPHY

BOOKS AUTHORS

 Marketing Management : Philip Kotler

 Marketing Research : D. D. Sharma

 Research Methodology : C. R. Kothari

 Websites

 www.tataTwo wheeler.com

 www.google.com

 www.wikipedia.com

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ANNEXURE

Questionnaire

64
 QUESTIONNIARE

1. Name.

2. Gender

Male

Female

3. Age Group

18 years

19-29

30-40

40 above

4. Occupation

Students

Salaried

Business man

Other

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4. Which Two wheeler you are using?

YAMAHA MOTORS

India Today

Vogue

Business Today

Femina

5. Where did you get the information about YAMAHA MOTORS ?

Newspaper

Friends

Relations

Colleges

Online

TV Ads

Other

6. Why have you chosen YAMAHA MOTORS ?

References

Prior experience

66
Excellent Quality

Price promise

Offer

Availability

7. Would you like to change your Two wheeler?

Yes

No

8. Why do you want to change your Two wheeler?

offer

Change taste

Price

other

9. What do you feel about YAMAHA MOTORS?

Ans: - (a) Very Good

(b) Good

(c)Average

(d) Poor
(e)Bad

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10.How effective is the Promotional activities of YAMAHA MOTORS ?

Ans: - (a) Good

(b) Average

(c)Poor

11.Which mode of promotion the company should apply to promote?

a. Digital Marketing

b. Advertising

c. Best Offers

12.Do you satisfy with the offer provided by YAMAHA MOTORS ?

a. Yes

b. No

13.How often do you see celebrities in advertisements?

a) Once a day
b) Twice a day
c) 3 to 5 times a day
d) More than 5 times a day

14.Any Suggestions?

Ans:-

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