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“ A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT ”

DORANDA COLLEGE,RANCHI
TRAINING PROJECT REPORT

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE

BACHELOR OF BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF
MR.MITHILESH KUMAR
GENERAL MANAGER(SHAIL YAMAHA)
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 INTRODUCTION

CEO : Yoshihiro Hidaka (Jan 2018–)

FOUNDER : Genichi Kawakami

FOUNDED : 1 July 1955, Iwata, Shizuoka, Japan

SUBSIDIARIES : YSAamaha Motor Taiwan, MBK, Minarelli

OWNERS : The Master Trust Bank of Japan 3

SUMMER TRAINING PROJECT REPORT

SUBMITTED BY:
MD.ARMAN
UNDER THE GUIDANCE OF
MR MITHILESH KUMAR
GENERAL MANAGER(SHAIL YAMAHA, RANCHI)
IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE
BACHELOR OF BUSINESS ADMINISTRATION
(DEPARTMENT OF MARKETING MANAGEMENT)
DORANDA COLLEGE
(2018-2021)

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 certificate of authenticity
This is to certify that “Md Arman” bearing Roll no -18BC8670062
has successfully completed the project on the topic “CUSTOMER
RELATIONSHIP MANAGEMENT” under the guidance of
“SHADAB AHMAD” , the project report is submitted to the Doranda
College , Ranchi in partial fulfillment of the requirements for award
degree of Bachelor in Business Administration (BBA).

Project guide: Head of Department:

Internal Examiner: External Examiner:

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 ABOUT THE SUBJECT
CUSTOMER RELATIONSHIP MANAGEMENT

Customer relationship management (CRM) is the combination of

practices, strategies and technologies that companies use to manage
and analyze customer interactions and data throughout the customer
lifecycle. The goal is to improve customer service relationships and
assist in customer retention and drive sales growth. CRM systems
compile customer data across different channels, or points of contact,
between the customer and the company, which could include the
company's website, telephone, live chat, direct mail, marketing
materials and social networks. CRM systems can also give customer-
facing staff members detailed information on customers' personal
information, purchase history, buying preferences and concerns.

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 PREFACE

summer training is the most vital part of BBA course , both as a link between
theory and actual industrial practices as well as an opportunity for hands on
experience in corporate environment . I therefore , consider myself fortunate to
receive the training in an esteemed organization viz . SHAIL YAMAHA LIMITED
.Yet the opportunity could not have been utilized without the guidance and support
of many individuals who although completion of my summer training.
Under the guidance of “MR . SHADAB AHMAD” along with Saqlain Haider and
Jasmeet Singh and thanks to all my faculty members and my parents and my
friends .However I accept the sole responsibility errors of my omission and would
be extremely grateful to readers of this project report if they bring such mistake to
my notice.

MD . ARMAN
BBA (5thsem 3rd year)
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 declaration
I MD ARMAN , student of BBA , declare that I have done the project on “ A study on
customer relationship management” at relation legal department of “ SHAIL
YAMAHA LIMITED RANCHI” under the guidance of manager MITHILESH KUMAR,
SHAIL YAMAHA , Ranchi along with Saqlain Haider and Jasmeet Singh in
fulfillment of BBA program during academic year 2018-2021 . All the data
represented by me in this project is true & correct to the best of my knowledge & brief
. I also declare that this project report is my own prepration & I have not copied it
from anywhere else. I take this opportunity to express my deep sense of gratitude ,
thanks and regards towards all of those who have directly or indirectly helped in the
successful completion of this project report.

I present my sincere gratitude to MR. MITHILESH KUMAR ( General manager , Shail

Yamaha) who allowed me to take training at Shail Yamaha Ranchi . I would also like
to thank all the staffs for their wonderful support and inspirable guiding . I also
thank SHADAB AHMAD who has sincerely supported me throughout with the
valuable insights for the completion of this project .
Date:
Signature:
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 STUDENT’S DECLERATION

I hereby declare that the report , submitted in partial fulfilment of the requirement
for the requirement of the award for the BBA , MARKETING management , to
DORANDA COLLEGE , Ranchi. It is my original work and not used anywhere for award
of any degree.

Place: Ranchi
Date: …………….. ……………………..
Signature
Name: MD . Arman
Class: BBA – marketing
Roll no – 18BC8670062

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 BBA- MARKETING PROJECT REPORTS ACKNOWLEDGEMENT
“It is not possible to prepare a project report without the assistance &
encouragement of other people. This one is certainly no exception ,on
the very onset of this report , I would like to extend my sincere &
heartfelt obligations towards all the personages who have helped me
in the endeavor. Without their active guidance , help , cooperation &
encouragement , I would have not made headway in the project . I am
ineffably indebted to Mr. Mithilesh Kumar (Manager , Shail Yamaha ,
Ranchi) marketing department for conscientious guidance and
encouragement to accomplish this assignment . I am extremely
thankful and pay my gratitude to my faculty Saqlain Haider and
Jasmeet Singh for their valuable guidance and support on completion
of this project . I extend my gratitude to Doranda college , Ranchi. I
would like to thank my parents who supported me morally and
economically. Any omission in this brief acknowledgement does not
mean lack of gratitude.
Thanking you,
Md. Arman
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 acknowledgement
The project report on various types of case studies and company’s
work , Rules offered a great learning experience during the tenure of
this project I was fortunate to have interacted with people ho in their
own capacities have encouraged and have guided me .
It is an exhilarating experience to do my training at marketing
department of SHAIL Yamaha , Ranchi . I express my deep sense of
gratitude to “MR.SHADAB AHMAD” for the same .
I owe my regards to MR. Mithilesh Kumar , manager , marketing
department of SHAIL Yamaha Ranchi for providing me this
opportunity to undergo my training at such a reputed organization.

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CIN U93030JH2018PTC011214

Company Name SHAIL AUTO WHEELS AGENCY PRIVATE

LIMITED
Company Status Active
RoC RoC-Jharkhand
Registration Number 11214
Company Category Company limited by Shares

Company Sub Category Non-govt company

Class of Company Private

Date of Incorporation 03 April 2018
Age of Company 3 years, 2 month, 6 days

Activity Other service activities

Click here to see other companies involved in same
activity.

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 contents
Chapter Title
1) INTRODUCTION: a) History of Yamaha
b) Yamaha & its products
c) Delta box frame

2) REVIEW OF LITERATURE: a) Meaning of CRM

b) Features of CRM
c) Process of CRM
d) Merits of CRM
e) Techniques of CRM
f) Condition of CRM
g) Objectives , Functions, Scheme in Yamaha

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3) RESEARCH METHODOLOGY:
➢ OBJECTIVE OF THE STUDY
➢ NEED OF THE STUDY
➢ RESEARCH PLAN
➢ DATA COLLECTION
➢ SAMPLE PLAN
➢ IMPLICATION OF THE STUDY
➢ LIMITATIONS OF THE STUDY

4) DATA ANALYSIS
5) FINDINGS , SUGGESTIONS & CONCLUSION
BIBLIOGRAPHY
APPENDIX

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company overview :
SHAIL Auto Wheels Agency Private Limited is a Private incorporated on 03
April 2018. It is classified as Non-govt company and is registered at Registrar
of Companies, Jharkhand. Its authorized share capital is Rs. 15,000,000 and
its paid up capital is Rs. 300,000. It is involved in Other service activities
SHAIL Auto Wheels Agency Private Limited's Annual General Meeting (AGM)
was last held on 31 December 2019 and as per records from Ministry of
Corporate Affairs (MCA), its balance sheet was last filed on 31 March 2019.
Directors of SHAIL Auto Wheels Agency Private Limited are Ramchandra
Prasad Sahu, Sudhir Kumar Sahu and Mithilesh Kumar.
SHAIL Auto Wheels Agency Private Limited's Corporate Identification
Number is (CIN) U93030JH2018PTC011214 and its registration number is
11214.Its Email address is skmlks@gmail.com and its registered address is
W.NO 24,SHAIL YAMAHA, BHARAT MATA CHOWK HARMU ROAD, NEAR
CARMEL SCHOOL RANCHI .
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Abstract :
Most of the two wheeler industry focuses on customer relationship
management these days. The first and foremost necessity is to satisfy the
existing customers and make them come back for a repurchase of their
products. This means Yamaha should concentrate on its customers. The
aim of the study is to find the customer relationship management and
brand loyalty at SHAIL Yamaha Ranchi. The relation between CRM and
Brand Loyalty is also assessed. Primary and secondary data were used for
the study. CRM questionnaire was used to collect primary data. Some 60
samples are selected at random from a population of 100 customers. The
data were analyzed using the spearmen coefficient of correlation and
ANOVA. Suitable suggestions and conclusions were made from the
findings of the study.

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Objectives of the study :
▪ Managing customers is a key requirement for most organizations, who
need help to manage sales, drive effective marketing, and ensure
successful customer service.

▪ Research indicates it costs ten times more to acquire a new customer

than service an existing one. Customer Relationship Management
(CRM) systems were designed to help organizations manage these
interactions across a business, ensuring everyone is aware of the status
of a customer and their relationship with the organization.
▪ Early customer relationship management (CRM) solutions were
complex, costly, and plagued by poor user adoption. Organizations that
did deploy CRM systems reported that projects failed to achieve
expected returns on investment (ROI). Microsoft Dynamics
CRM addresses these challenges with features and capabilities that
promote user productivity, business agility, and technical flexibility.

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 history of Yamaha
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-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 Auto bike Endurance Road Race that same year. 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, Suzuki, Kawasaki 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. 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 1 July 1955 (Japan). Highlighting its presence in the
performance motorcycle segment, the company announced that in 2020 they will be celebrating their
65th anniversary on the 1st of July, 2020 with a holiday they call "Yamaha Day".[ The theme for Yamaha
Day 2020 is "heritage" – Yamaha plans to use this holiday to enhance the brand's connection with their
customers.

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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 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.
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Two 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. 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-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.
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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[ was the progenitor of this series. The RZ-350, the largest displacement
model, was a popular hot-rod 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.

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➢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.[14]
➢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 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.
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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.

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The 2000s: Expansion and consolidation:
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.
Yamaha purchased small engine maker Subaru Industrial
Power Products from Subaru in October 2017. Subaru's
engines powered lawnmowers, generators and water pumps
and have since been rebranded as Yamaha.

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 Yamaha & its products
• Yamaha Motor is a highly diversified company which produces products for a large number of industries and
consumer market segments:
• Motorcycles: Sport bikes, Star Cruiser bikes, trail bikes, road racers and motocross racers
• Commuter vehicles, including scooters
• Recreational vehicles: All-terrain vehicles and snowmobiles
• Boats: Powerboats, sailboats (e.g. Yamaha 26, a sailboat produced in the 1970s), utility boats and custom boats
• Marine engines: Outboard motors, electric marine motors, marine diesel engines and stern drives
• Personal watercraft – see Wave Runner
• Electric bicycles
• Automobile engines
• Industrial-use unmanned helicopters
• Golf cars
• Power products: generators, multipurpose engines, water pumps and snow throwers
• Swimming pools, watersliders and pool-related equipment
• Intelligent machinery, including compact industrial robots
• Electric wheelchairs and wheelchair electric drive units
• Yamaha parts and accessories, apparel, cycle helmets and motor oil
• Industrial robots and surface mounters
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 DELTA BOX FRAME
➢Deltabox frame is an aluminum tubular frame for motorcycles of the Yamaha
brand.
➢It was introduced on the Carlos Lavado and Martin Wimmer factory racers in
Assen in 1985. The frame consisted of two triangle (delta) shaped pieces,
assembled in a box shape (box). The frame was soon followed by other sporty
Yamahas and was copied a lot by other brands.
➢In 1985, Suzuki introduced MR-ALbox (Multi Rib ALuminum BOX) which was
aluminum frame for GSX-R 1100. Suzuki also introduced DC-Albox
(Dual Cell ALuminum BOX). This frame showed multiple similarity with
Deltabox. It was introduced to the market of Japan in 1989 the Suzuki 250 Wolf, in
Europe with the Suzuki RGV250.
➢The Delta box II frame was introduced in 1998. This was the successor to
Deltabox, presented on the Yamaha YZF-R1. Delta box II delivered an even greater
rigidity and - on the R1 – allowing bigger curving angle and better trailing.
➢Delta box III was presented at the 2002 Yamaha YZF-R1. Delta box III was again
30% stiffer than Delta box II. There was an attached rear frame.

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 meaning of customer relation management :
Customer relationship management (CRM) is the combination of
practices, strategies and technologies that companies use to manage
and analyze customer interactions and data throughout the customer
lifecycle. The goal is to improve customer service relationships and
assist in customer retention and drive sales growth. CRM systems
compile customer data across different channels, or points of contact,
between the customer and the company, which could include the
company's website, telephone, live chat, direct mail, marketing
materials and social networks. CRM systems can also give customer-
facing staff members detailed information on customers' personal
information, purchase history, buying preferences and concerns.

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 features of customer relationship management :
• The use of CRM systems can benefit organizations ranging
from small businesses to large corporations, through:
• Having customer information such as past purchases and
interaction history easily accessible can help customer
support representatives provide better and faster customer
service.
• Collection of and access to customer data can help businesses
identify trends and insights about their customers through
reporting and visualization features.
• Automation of menial, but necessary, sales funnel and
customer support tasks.
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 process of customer relationship management
The five steps of the CRM process are a collaborative effort between marketing,
sales, and support departments. To help you understand how each team works
together, we’ll walk through how each step works in practice. We’ll cover not only
how each part of the process can be completed with a CRM tool but also who is
responsible for each step.
1. Generate brand awareness
The first step to acquiring new customers is to introduce them to your business. The
marketing team typically takes on this task through a number of measures:
➢ Learning about your target audience. Marketers will conduct research to
identify their audience’s target demographics, interests, preferred channels of
communication, what messaging they respond most to, and what they care about.
➢ Segmenting your target audience. Audience personas are created to segment
a brand’s target audience into similar groups based on similar interests or
demographics. This helps marketers identify which types of people are most likely
to become customers and who their campaigns should target.

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➢ Creating marketing campaigns that speak to those target
demographics. A/B tests and marketing automation can be used to
identify what works and what doesn’t, to create unique campaigns for
unique customer segments such as on social media or email, and to
create strategies for lead acquisition.
When it comes to completing these steps, a CRM solution is a wealth of
information. The tool can show patterns in past leads and customers to
give marketing teams a clear picture of their target audience. Beyond
understanding similarities in demographics, marketers can also analyze
sales notes in their CRM technology to understand what led to
conversions in the past. By understanding what resonated with leads,
marketers are better equipped to create effective campaigns.

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2. Acquire leads
➢Introducing your brand to a potential customer is just the beginning of the
CRM process. From there, you have to encourage them to learn more about
your business and engage with it.
➢Depending on how your company is structured, this lead acquisition step
could be a marketing or sales team responsibility — or both. Your marketing
team, for example, might encourage website visitors to share their email
with a newsletter signup CTA or a social media giveaway. Sales, on the other
hand, could use their CRM system to set up live chat on your site. With this
feature, your team can proactively reach out to potential customers who land
on your website.
➢If your CRM technology comes equipped with a lead enrichment tool,
like Reach, lead acquisition is unbelievably simple. All the tool needs is a
lead’s email address to instantly reveal detailed information about the
person. With customer data, you can personalize your outreach with the lead
to start the relationship off on the right note. Not to mention, you can save
tons of time by not needing to research leads yourself.
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3. Convert leads into customers
➢You’ve successfully engaged with your leads, and they’re interested. Now it’s
time to turn those leads into customers.
➢To do so, sales reps must first be skilled at identifying how interested leads
are and, specifically, whether they’re interested enough to make a purchase.
A CRM system is very helpful here. The historical data from past successful
sales can be used to identify lead-qualification criteria. These criteria can be
added as “attributes” to your CRM’s lead-scoring tool to help reps identify
opportunities with the highest probability of a sale.
➢If leads do seem likely to make a purchase, reps must then be able to nurture
them further and build their trust enough to convert. One way to do this is
for reps to send leads case studies, white papers, and other resources that
may sway their decision.* *
➢Reps should also use their CRM platform to set reminders and tasks to
follow up with interested leads. After all, studies have shown that “63% of
consumers need to hear a company’s claim 3-5 times before they actually
believe it." Use your CRM’s dashboard to help you remember to follow up to
ensure that no opportunities are missed. 35
4. Provide superior customer service
➢You’ve successfully converted your lead into a customer. Great! But the CRM
process doesn’t end when a customer converts. In order to grow as a company, you
need to retain customers. How do you keep that customer coming back? Excellent
service from support.
➢According to Zendesk’s 2020 Customer Experience Trends Report, customer
service is the biggest factor that determines a consumer’s loyalty to a brand.
Conversely, poor customer service can cost you customers and negatively impact
your reputation. Support teams must be able to deliver superior support whenever,
wherever, and however their customers expect it.
➢Forty-nine percent of customers say being able to resolve their issue quickly is the
most important aspect of a good customer service experience. With CRM software,
support agents can easily access the historical customer information they need to
resolve a ticket quickly.
➢Fifty-seven percent of customers expect to have a choice of channels when
reaching out to customer support. CRM features allow support agents to not only
provide omnichannel support but also manage those conversations in a single,
unified view.
➢With the right CRM, your agents have the customer information and resources
they need to resolve a customer’s issues quickly and effortlessly. This allows for a
stress-free and efficient experience for both the customer and the support agent.
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5. Drive upsells
➢When we think of a returning customer, we imagine a shopper continually
coming back to the same business to buy the products they know and love.
But there is another key way existing customers provide value — by
upgrading to more expensive products.
➢How do you convince customers to switch products? Personalized
recommendations via email are a great place to start. You can use your CRM
to organize customers into smart lists based on similar purchase histories.
You can then create custom email templates that send relevant product
releases to entire lists of customers at once. This way, you can be sure the
promotional deals or releases you send are reaching the people most likely
to buy them.
➢If your business is service-based, you may find upsell opportunities
through check-in calls. Set reminders in your CRM to regularly reach out to
repeat customers to ask how they’re doing and whether there is any way you
could improve your service. Their needs may very well have changed since
the last time you spoke, and they may be ready for an upsell.
➢With a CRM process, the customer lifecycle no longer feels abstract. The
right CRM enables you to create a deliberate, personalized experience that
naturally drives leads through your sales pipeline.
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merits of customer relationship management :
Enhances Better Customer Service
➢ CRM systems provide businesses with numerous strategic advantages. One of such is the
capability to add a personal touch to existing relationships between the business and the
customers. It is possible to treat each client individually rather than as a group, by maintaining a
repository on each customer’s profiles. This system allows each employee to understand the
specific needs of their customers as well as their transaction file.
➢ The organization can occasionally adjust the level of service offered to reflect the importance or
status of the customer. Improved responsiveness and understanding among the business
employees results in better customer service. This decreases customer agitation and builds on their
loyalty to the business. Moreover, the company would benefit more by getting feedback over their
products from esteemed customers.
➢ The level of customer service offered is the key difference between businesses that lead the charts
and those that are surprised with their faulty steps. Customer service efficiency is measured by
comparing turnaround time for service issues raised by customers as well as the number of service
errors recorded due to misinformation.
➢ A good business should always follow – up with customers on the items they buy. This strategy
enables a business to rectify possible problems even before they are logged as complaints.

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Facilitates discovery of new customers
➢CRM systems are useful in identifying potential customers. They keep track
of the profiles of the existing clientele and can use them to determine the
people to target for maximum clientage returns.
➢New customers are an indication of future growth. However, a growing
business utilizing CRM software should encounter a higher number of
existing customers versus new prospects each week. Growth is only essential
if the existing customers are maintained appropriately even with recruitment
of new prospects.
Increases customer revenues
➢CRM data ensures effective co-ordination of marketing campaigns. It is
possible to filter the data and ensure the promotions do not target those who
have already purchased particular products. Businesses can also use the data
to introduce loyalty programs that facilitate a higher customer retention
ratio. No business enjoys selling a similar product to a customer who has just
bought it recently. A CRM system coordinates customer data and ensures
such conflicts do not arise.
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Enhances effective cross and up selling of products
➢Cross – selling involves offering complimentary products to customers based
on their previous purchases. On the other hand, up – selling involves offering
premium products to customers in the same category. With a CRM system,
both cross and up – selling can be made possible within a few minutes of
cross – checking available data.
➢Apart from facilitating quicker offers to customers, the two forms of selling
helps staff in gaining a better understanding of their customer’s needs. With
time, they can always anticipate related purchases from their customer.
Simplifies the sales and marketing processes
➢ A CRM system facilitates development of better and effective
communication channels. Technological integrations like websites and
interactive voice response systems can make work easier for the sales
representatives as well as the organization. Consequently, businesses with a
CRM have a chance to provide their customers with various ways of
communication. Such strategies ensure appropriate delivery of
communication and quick response to inquiries and feedback from
customers.
40
Makes call centers more efficient
➢Targeting clients with CRM software is much easier since employees have
access to order histories and customer details. The software helps the
organization’s workforce to know how to deal with each customer
depending upon their recorded archives. Information from the software can
be instantly accessed from any point within the organization.
➢CRM also increases the time the sales personnel spend with their existing
customers each day. This benefit can be measured by determining the
number of service calls made each day by the sales personnel. Alternatively,
it could also be measured through the face – to – face contact made by the
sales personnel with their existing customers.
Enhances customer loyalty
➢CRM software is useful in measuring customer loyalty in a less costly
manner. In most cases, loyal customers become professional
recommendations of the business and the services offered. Consequently,
the business can promote their services to new prospects based on
testimonials from loyal customers. Testimonials are often convincing more
than presenting theoretical frameworks to your future prospects. With
CRM, it could be difficult pulling out your loyal customers and making them
feel appreciated for their esteemed support.
41
Builds up on effective internal communication
➢A CRM strategy is effective in building up effective communication within
the company. Different departments can share customer data remotely,
hence enhancing team work. Such a strategy is better than working
individually with no links between the different business departments. It
increases the business’s profitability since staff no longer have to move
physically move while in search of critical customer data from other
departments.
Facilitates optimized marketing
➢CRM enables a business understand the needs and behavior of their
customers. This allows them to identify the correct time to market their
products to customers. The software gives ideas about the most lucrative
customer groups to sales representatives. Such information is useful in
targeting certain prospects that are likely to profit the business. Optimized
marketing utilizes the business resources meaningfully.
➢CRM software will remain relevant for quiet long as long as businesses
desire a quick balance between product provision and customer acquisition.
Inarguably, the advantages of customer relationship management will
remain relevant as long as businesses desire to build a competitive advantage
over their competitors.
42
techniques of customer relationship management :
❑ CRM helps retain customers
• Some research has shown that a good CRM strategy can help your customer retention and retain up
to 30% of past customers. By keeping your customer’s data online and analyzing it, marketers are
able to retain their customers by learning about them and using the information to form personal
and bespoke relationships with each and every customer and demographic.
❑ Personalize your marketing emails with CRM contact fields
• It’s becoming more common for companies to send out emails to their past customers which are
very personal and written to the point where it is difficult to tell that it is a mass email. This can be
achieved by using CRM fields within your contact forms which lets you, the content creator, write a
generic email that is sent to your email list. The fields are then filled in with personal customer
information.
• Examples of these contact fields include name, city, the last product the customer purchased,
whether they used a discount code… you get the picture.

43
❑Create automated alerts
• It is possible for you to create custom alerts and triggers within your CRM
software. These enable you to create alerts whenever an action or event
happens so that it can be acted upon accordingly. If, for example, you want to
know when somebody subscribes to your email newsletter so you can call
them up further down the line, you can create an automated alert which does
this and then notifies a member of your team who deals with customer service
or relationship management.
• How does this improve your marketing strategy? Well, in this instance, it
helps to accelerate your sales cycle by reminding the subscriber about your
business.
❑ It provides genuine customer insights
• When you grow accustomed to using a CRM for gathering and analyzing
accurate pieces of data, you start to learn more about your customers and
have a real insight to who they are as people. This helps you improve your
company’s performance and growth by making commercial decisions which
take the wants, needs, and concerns of your customers into account.
44
❑Improved customer engagement
• With CRM, you should begin to see over time that your overall
customer engagement has improved. This is happening because you
are using your CRM data to listen to, understand and engage with your
customers. Customers appreciate feeling like a brand or company cares
about them, and this is reflected with increased engagement through
social media channels, your website and through sales.
• Improved engagement means increased conversions, more leads and
customer loyalty. This helps benefit your marketing strategy because
people will be eager to share your business with their friends, family,
and co-workers.
• Performing proper CRM using a robust CRM solution is important. It
is more important today than it ever has been to understand, engage
with and cater to the specific demographics within your base of
customers. If you fail to do this then you will struggle to remain
competitive and operate in the modern commercial climate.
45
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UNLESS AND UNTIL COMPANY HAS AGREED TO BE BOUND BY ALL OF THE
TERMS OF THE AGREEMENT, COMPANY HAS NOT BECOME A LICENSEE OF,
AND IS NOT AUTHORIZED TO USE, THE CRM.me PRODUCT (“SOFTWARE”).
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Company acknowledges and agrees that the terms and conditions listed herein will
govern Company’s use of the Software for the Subscription Term, unless explicitly
stated otherwise in a written agreement between the parties.
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Software. Company’s use of the Software is governed by the applicable Third-Party
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Plug-Ins to add functionality to the Software, provided that such use is limited to
internal use by Company in a manner that does not violate any provisions of Section
1.3 of this Agreement
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or Malicious Code..
47
2. Ownership
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and legality of Company’s data. 48
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During the time that Company has paid the applicable fees under this
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fees paid to CRM.me are non-refundable. 49
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may, without limiting its other right and remedies, suspend services until
such amounts are paid in full.
➢Audit Rights. Company shall maintain accurate records necessary to verify
the number of Subscribed Users. Upon CRM.me’s written request, Company
shall provide CRM.me with such records within ten (10) business days. If
Company has more Subscription Users than Company has paid for, Company
shall immediately pay CRM.me the applicable additional Subscription fee.
50
6 . General Representations and Warranties
CRM.me represents and warrants that: (a) it has the authority to enter into
this Agreement with Company; and (b) to CRM.me’s knowledge, CRM.me
branded Software does not, at the time of delivery to Company, include
malicious or hidden mechanisms or code for the purpose of damaging or
corrupting the Software.
9. Mutual Indemnification
➢Subject to the limitations in Section 8, CRM.me shall defend Company
against any third party claim that the Software infringes such third party’s
U.S. patent, copyright, or trade secret (“Infringement Claim”), and
indemnify Company from the resulting costs and damages awarded against
Customer to the third party making such Infringement Claim, by a court of
competent jurisdiction or agreed to in settlement; provided that Company
(a) notifies CRM.me promptly in writing of such Infringement Claim, (b)
grants CRM.me sole control over the defense and settlement thereof, and (c)
reasonably cooperates in response to a CRM.me request for assistance.
CRM.me will have the exclusive right to defend any such Infringement Claim
and make settlements thereof at its own discretion, and Company may not
settle or compromise such Infringement Claim, except with prior written
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51
➢ In the event that a court holds that the Software, or if CRM.me believes a
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52
 importance of customer satisfaction :
Companies regularly advertise in magazines, newspapers, television and on the radio
to connect with the public. While advertisements certainly help, word-of-mouth is
also a valuable tool. If a customer is satisfied with the company, she is more likely to
recommend the company to a friend. But if she is not, she will speak negatively and
could potentially hurt your business. The customer may not always be right, but the
customer does need to be content.
Surveys:
Distribute surveys either online or in print to customers after the company has
finished the task that it was hired for so you can find out what worked and what didn't.
Customer feedback can be discussed the next time your company does an evaluation.
Contact Features:
Provide a "Contact Us" link or phone number so customers can talk to customer
service representatives to get their questions easily answered. Be careful with
automated systems. While some people don't mind touch-tone responses, others just
want to speak to a real person, so if your company uses automated system, record a
spot in the system so customers can speak freely and press pound after the tone.
53
Effects
Monitor how your company is doing with complaints on the Better
Business Bureau site. Other customers may check this out to see if there
are outstanding complaints and how your company handled them. If
there are too many complaints, the customer could be hesitant to work
with your company.
Repeat Business
Return customers often come back because they enjoyed doing business
with you or were satisfied with the service they received the first time. It
is rare for a customer to pay for a service when the customer was
dissatisfied the first time, unless the location is so small that this
company is the only one they can work with.

54
Return Calls:
Respond to customer complaints and evaluate issues in a timely
manner. If the customer feels ignored, this gives him too much time to
let his imagination run and assume your company does not care. The
company loses business if the customer cancels the service because he
doesn't want to wait on the company to respond if the time frame is too
long.
Word of Mouth:
Encourage customers to tell a friend about the company. Providing take-
home paraphernalia like magnets, brochures, e-blasts and pens are ways
for the company to remember you. Even if you don't get the business at
that moment, the customer using a common product with your
company name will keep it on her mind.

55
Sponsors :
Sponsors pay attention to how satisfied your customers are because if they distribute
money to a company with a bad reputation, it makes them look bad as well. If the
customer is satisfied and the company can provide quotes and other proof from those
customers, sponsors may find the company more attractive.
Costs :
Customers that are not happy with a product or a service can increase business costs
in many areas. For example, if a customer is not happy with a product, technical
support may be required, which increases business operation costs. The customer may
choose to return the product, which impacts warranty costs. The company may also
incur additional costs in shipping out a new product. This situation creates a negative
profit.

56
 research methodology
Objective of the study:
This study was carried out to find the customer satisfaction level towards Yamaha
two wheeler vehicles and to raise the maximum level. The customer satisfaction
level depends up on the various factors, like millage, price, etc. Foe instant research
factors
such as looks, style, brand image, technology, time delivery of the documents and
proper information about the product was concerned.
The main objective of the study is to find out the level of customer
satisfaction towards Yamaha two wheelers.
To identify the factors influencing customers satisfaction forwards Yamaha
two wheelers
To study the factors those satisfy and delight the customer
To view the satisfaction level of the customers of two wheeler vehicles in Yamaha.

57
Need of the Study :
The scope of this study is wide and valuable. The study deals
with the customer satisfaction towards organized outlets which
is very essential for retailing. Also, it deals with various
problems in the present retail store products and promotional
schemes.
The study is limited to the customer of Yamaha vehicle buyers.
The customer includes customers who enter the Vijaya Motors
show room. This study will help us to understand customers
preference and their need expected from the business owners .
This study will not only help me as a student but it also assists
Yamaha Two wheelers to improve their service standard

58
Research plans :
Descriptive Research: - It is utilized to depict attributes of a
populace or wonder being contemplated, it doesn't answer
inquiries regarding how/when/why the characteristics
occurred.
Data collection :
The study use both primary and secondary information,
Primary data: The primary information gathered from the
accompanying source like observation, communication with
organization people and also collected through questionnaire.
Secondary data: The secondary information gathered through
Internet, magazine,Journals, Text Book and Company Website.
59
Sampling Technique:
Convenience Sampling: - It is a sort non probability sampling in which
individuals are tested just in light of the fact that they are helpful
wellsprings of information for specialists.
Sample Size: -The sample size of the study is 50 respondent.
Sampling Method: -It is statics strategy for think about an example
shape a factual populace such that each conceivable example that could
be chosen has a predetermined probability of purchase chose.
Tools for data collection: Structured Questionnaires were the tools for
data collection. The Questionnaire was neatly designed and constructed
for the purpose in line with the objective of the study.

60
 Swot analysis :
Strengths :
Wide Product range – Yamaha Motors product range 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,
snowmobiles, small snow throwers, automobile engines, surface mounters, intelligent
machinery, industrial-use unmanned helicopters, electrical power units for
wheelchairs and helmets.
Excellent reputation – As per Forbes, Yamaha is the 69 highest regarded companies in
the world because of its excellent performance over time. It is ranked 658 with
regards to its overall sales across the world which touches #14 billion.
The sound – Yamaha motorcycles are absolutely loved for the engine ripping sound
they make when someone revs up the accelerator of a bike. In fact, It is a go to bike
for motorcycle lovers.

61
Rigid build – All products from Yamaha are expected to have a rigid build and have a
high quality. Yamaha has an excellent quality control team and R&D team to ensure
that the products sold out in the market match the performance levels expected of
these products.
Market leader in unique segments – Yamaha’s Snowmobile, water boats and engines
are considered as the world leaders and in such unique segments, Yamaha has a
standing equivalent to Honda motors though it may be behind in motorcycles.
Participation in sports – Yamaha has branded itself very well by having regular
participation in motorsports especially in motorcycle racing and car racing.
Star in the BCG Matrix – Yamaha may not have a high market share of the worldwide
automobile market but it is growing in a segment which has many competitors and
yet the potential of the segment is huge too. Thus, Yamaha is clearly a star in the
BCG matrix when considering the motorcycle industry.

62
Weaknesses :
Marketing & Advertising – Because Yamaha is a star in the BCG Matrix, it needs to
have huge expenditure where Marketing and Advertising is concerned. However,
compared to other brands like Hyundai or Hero or others, Yamaha does not use
television as effectively though it is present in Top magazines and regularly found in
the newspaper. A lot more is expected from a brand like Yamaha in terms of
Advertising.
Distribution – Another problem which is faced especially in developing countries
where Yamaha is present is that the distribution is not up to mark. Even in India, the
distribution is quite low and does not match with other prominent motorcycle
brands like Honda, Bajaj, Hero or others.
Service – Because the distribution points are less, the service points are less as well.
Hence a customer thinks of the service convenience before buying this product and
might not purchase the bike itself. Therefore along with sales distribution, service
points distribution is also needed. This is probably the weakest point in the SWOT
analysis of Yamaha. Sales is dropping – As per this graph by Statista, the sales of
Yamaha is dropping yearon year and 2016 is the year when it has dropped the most.
63
Limitations of the study :
➢Due to lack of time only 50 sampling size distributed.
➢The study is limited to the customer who purchased two wheeler from
Yamaha Two Wheelers Bike in Ranchi city.
➢The research conducted about the buyer purchasing behaviour in
Ranchi city only.
➢The time period restricted to 10 weeks.

64
 data analysis
Introduction :
Data interpretation is part of daily life for most people. Interpretation is the process of
making sense of numerical data that has been collected, analyzed, and presented.
People interpret data when they turn on the television and hear the news anchor
reporting on a poll, when they read advertisements claiming that one product is better
than another, or when they choose grocery store items that claim they are more
effective than other leading brands.
A common method of assessing numerical data is known as statistical analysis , and
the activity of analyzing and interpreting data in order to make predictions is known
as inferential statistics . Informed consumers recognize the importance of judging the
reasonableness of data interpretations and predictions by considering sources of bias
such as sampling procedures or misleading questions, margins of error , confidence
intervals , and incomplete interpretations.

65
 Table no : 4.1
Table showing on the basis of gender factor

GENDER NO. OF RESPONDENTS PERCENTAGE

Male 54 90
Female 06 10

TOTAL 60 100%

Source: Primary Data

66
 Graph 4.1

Interpretation
From the above table it shows that, 90% of the Respondents are
Male and remaining
10% of the respondents are Female. Majority of the respondents
are male.
67
 Table No: 4.2
Table shows on the basis Respondent’s Martial status
MARTIAL STATUS NO OF RESPONDENTS PERCENTAGE
Married 29 48
Unmarried 31 52
Total 60 100%

Source: Primary Data

68
 Graph 4.2

Interpretation
From the above table it shows that 48% of the respondents are
married and 52 % of
the respondents are unmarried.
Majority of the are unmarried.
69
 Table No: 4.3
Table shows on the basis of Respondent’s Age Group
AGE GROUP NO OF RESPONDENTS PERCENTAGE
Below 30 32 53
31-40 23 38
Above 40 05 08
Total 60 100%

Source: Primary data

70
 Graph 4.3

Interpretation
From the above observation, it is clearly observed that 53% of the
respondents
belongs to below 30 years, 38 % of the respondents belongs to
between 31-40 years,
8% of the respondents belongs to above 41 years.
Majority of the respondents belongs to below 30 years.
71
 Table No: 4.4
Table shows on the basis of Respondent’s Educational Qualification
EDUCATIONAL NUMBER OF PERCENTAGE
QUALIFICATION RESPONDENTS
S.S.L.C 08 15
PUC 09 18
Graduate 34 68
Post Graduate 08 18
Total 60 100%
Source : Primary Data

72
 Graph 4.4

Interpretation
From the above observation, it is clearly observed that 15%
the respondents
education qualification is SSLC, 18% the respondents
education qualification is PUC,
68% the respondents education qualification is graduates and
18% the respondents
education qualification is post graduates.
73
 Table No: 4.5
Table shows on the basis of Respondent’s Occupation
OCCUPATION NO. OF RESPONDENTS PERCENTAGE
Professional 07 12
Business 14 23
Government services 10 17
Students 17 28
Others 12 20
Total 60 100%
Source : Primary data

74
 Graph 4.5

Interpretation
From the above observation, it is clearly observed that 12% of
the respondents are
professionals, 23% of the respondents are having business,
17% of the respondents
are government services, 28% of the respondents are students
and 20% of the
respondents belongs to other occupation.
Majority of the respondents are students. 75
 Table No: 4.6
Table shows on the basis of Respondent’s Monthly Income
Monthly Income No of Respondents Percentage
Less than Rs.10000 30 50
Rs. 10000- Rs 16000 14 23
Rs 16000- Rs 20000 08 14
Above Rs. 20000 08 12
Total 60 100%

Source : Primary Data

76
 Graph 4.6

Interpretation
As per the above analysis it’s understood that, 50% of the respondents
monthly
income group less Rs. 10,000 per month , 23% of the respondents
monthly income
group 10000 to 16000, 14% of the respondents monthly income group
16000 to
20000 and 12% of the respondents monthly income group above 20000.
77
 Table No: 4.7
Table shows respondents are customer of Shail Yamaha showroom
Particulars No of Respondents Percentage
Yes 58 97
No 02 03
Total 60 100%

Source : Primary Data

78
 Graph 4.7

Interpretation
The above table and graph states that 97% of the respondents are customer of
TVS
and 3 % of the respondents are not customer of TVS.
Majority of the respondents are customer of TVS.

79
 Table No: 4.8
Table shows advertisement factor of Yamaha Two Wheelers which motivates
respondent.
Particulars No of Respondents Percentage
Presentation skills 24 40
Attraction 29 48
Effectiveness 07 12 07 12
Total 60 100%

Source : Primary Data

80
 Graph 4.8

Interpretation
The above table and graph states that 48% of the respondents
motivated by attraction
of Yamaha Two Wheelers, 40 % of the respondents motivated by
presentation skills
of Yamaha Two Wheelers, 12% of the respondents motivated by
informative of
Yamaha Two Wheelers
Majority of the respondents motivated by attraction of Yamaha
Two Wheelers. 81
 Table No: 4.9
Table shows long have respondents Known Shail Yamaha Ranchi
Particular No of Respondents Percentage
Less than 6 months 26 43
More than 6 months but 19 32
less than 1 year
1-3 years 06 10
More than 3 Years 09 15
Total 60 100%

Source : Primary Data

82
 Graph 4.9

Interpretation
The above table and graphs states that, 43% of the
respondents know Vijaya Motors
Showroom from less than 6 months, 32 % of the respondents
know Vijaya Motors
Showroom from 6 months to 1 year , 10% of the respondents
know Vijaya Motors
Showroom from 1-3 years and 15% of the respondents know
Vijaya Motors
Showroom from more than 3 years. 83
 Table No: 4.10
Table shows How often respondent visit SHAIL YAMAHA Showroom
Particulars No of Respondents Percentage
Once per Month 30 50
2 to 3 times per Year 14 23
Once per Year 10 17
More than once per Year 06 10
Total 60 100%

Source : Primary Data

84
 Graph 4.10

Interpretation
The above table and graph states that 50% of the respondents
visit TVS show room
once in a month, 23 % of the respondents visit TVS show room 2
to 3 times in a year,
17% of the respondents visit TVS show room once in a year and
10% of the
respondents visit TVS show room more than once in a year.
Majority of the respondents visit TVS show room once in a
month. 85
 FINDINGS
➢ Majority of the Respondents are Male.
➢ Majority of the respondents are unmarried.
➢ 53% of the respondents belongs to below 30 years
➢ Most of the respondents education qualification is graduates
➢ 28% of the respondents are students
➢ 50% of the respondents monthly income group less Rs. 10,000 per month
➢ Majority of the respondents are customer of Yamaha
➢ Most of the respondents motivated by attraction of Yamaha.
➢ Most of the respondents know aSHAIL Yamaha Showroom from less than 6 months
➢ Majority of the respondents visit Yamaha show room once in a month
➢ 42% of the respondents like electronic media is more effective,
➢ Most of the respondents happy with the kind of customer services receive
from the company
➢ 45% of the respondents opines price of the product is fairly priced
➢ 43% of the respondents prefer Discount offer from Yamaha
86
➢45% of the respondents factor made to buy Yamaha two wheeler products is
quality
➢Majority of the respondents rated quality of the product is good
➢57% of the respondents feel the price of Yamaha two wheeler is very
economical,
➢43% of the respondents consider price factors while purchasing brand product,
➢45% of the respondents know about Yamaha Two Wheelers bike from one year
➢Most of the respondents opines Yamaha Two Wheelers bike is very attractive
➢58% of the respondents opines Yamaha Two Wheelers bike is having least
technology
➢50% of the respondents purchased Yamaha Two Wheelers bike for its brand
image,
➢Most of the respondents are attracted by cash discount promotional scheme
➢Most of the respondents opines Yamaha Two Wheelers bike is the best
compare to similar products in the market
87
 suggestions
✓The price of Yamaha Two Wheelers Bike is very high when compared to
competition. .
✓The dealer is also required to provide discount on cash purchase.
✓ The company tries to give certain offers to the dealer so as improve his
efficiency in the selling the Yamaha Two Wheelers Bike products which
other company also give to their dealer.
✓As television as the common media for advertising frequent advertisement
must be shown in local city cable.
✓The company should provide the warranty for some parts like clutch plates
mark.
✓The dealer is promotional strategy should provide test rides in colleges and
after some special gifts like diaries pens, bags etc.
✓The dealer is required to maintain all colors of Yamaha Two Wheelers Bike
Sport at all time & it is available to customer at right him.
✓Give more advertisement in Ranchi City.
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✓To come with different color of the bikes with new modes.
✓Yamaha Two Wheelers Bike Company should take of resale value of
bike.
✓ All Resale value is high compare to other bikes.
✓res, accessories should be available at the service stations on proper
time.
✓ To improve the design for wheels for a better road with and safety
driving.

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 CONCLUSIONS
Ranchi although a growing city, is dwelled by middle and higher-class people in
majority. Thus the market for Two -wheeler has never been a dearth here. But of all
the varieties of vehicles available here but most of customer preferred only bikes.
Customers in this area need to change into their lifestyle. This has fostered the entry
of new variety of bikes available nationwide to flourish in this market. This has
enhanced the competition in bike market but Yamaha company with stood this
competition by rating in the market share to be highest by launching new Yamaha
Two Wheelers Bike in Indian Market.
The results of the survey conducted showed that customers are eager to purchase a
Yamaha Two Wheelers Bikes. So the buying behavior of customers that most of the
customers purchase a bikes based on Mileage followed by price and maintenance of
bike. Finally I would conclude that Yamaha Two Wheelers Bike is more eye
catching. More refined and more User friendly. It is whole lot of enjoyable to drive
than anything else in the compact Bike category.

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 BIBLIOGRAPHY
Abdul karim (2007)', -, "A study of two-wheeler consumer buyer behaviour in
Tirunelveli city"
Chandrasekaran Kathiravana (2010) ,-" The Competitive Implications Of
Consumer Evaluation Of Brand Image, Product Attributes, And Perceived Quality
In
Competitive Two-Wheeler Markets Of India " Serbian Journal of Management
Philip T. Kotler & Gary Armstrong, (2011) ,- " Principles of Marketing
Management‟ Interdisciplinary Journal of Contemporary Research in Business.
Debasis Tripathy (2014) -"A Study on Consumer Satisfaction of Two Wheeler Bikes"
Volume-4, Issue-4, International Journal of Engineering and Management
Research
Available at: www.ijemr.net
Priyanka Jain (2015) -" A Study of Customer Satisfaction of Two Wheelers on
Yamaha " IOSR Journal of Business and Management (IOSR-JBM) Volume 17,
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