A
PROJECT REPORT
ON CONSUMER BEHAVIOR IN TWO WHEELERS INDUSTRIES
Summer Internship Report Submitted In partial fulfillment of B.Tech + MBA Programme
SUBMITTED BY SUBMITTED TO VAIBHAV TYAGI Mr.NAVEEN KUMAR R.NO: 10/IEE/054
SCHOOL OF MANAGEMENT GAUTAM BUDDHA UNIVERSITY,GREATER NOIDA UP-201308
1
ACKNOWLEDGEMENT
It is a pleasure to record my thanks and gratitude to persons and organizations whose generous help and support enabled me to complete this project within the stipulated time period. My special thanks are due to Mr. Rajeev S. Sethi, Senior Manager (Marketing & Sales) , Yamaha Motor India Pvt Ltd., Surajpur, Greater Noida, for his active help and support in making me understand Indian two wheeler industry, who guided me at each step during my training period and without whom preparation of this report would not have been possible.
I also like to thanks Mr. NAVEEN KUMAR, Faculty of M.B.A. School Of Management who guided me in the completion of this project.
This report is the culmination of the synchronized effort of all the above mentioned that had faith and confidence in me.
I am greatly indebted to all those persons who have helped me in some way or other in the completion of the project.
Vaibhav Tyagi
Summer intern(Yamaha,greater noida)
2 DECLARATION
I am Vaibhav Tyagi, Roll No. 10/iee/054, a student of B.Tech +MBA 9th
Semester of GAUTAM BUDDHA UNIVERSITY,GREATER NOIDA hereby
declare that project report entitled “CUSTOMER SATISFACTION OF TWO
WHEELERS INDUSTRIES, With special reference to YAMAHA” is my
original work and the same has not been submitted for the award of any
other diploma or degree.
Place: Vaibhav Tyagi Date:
3 TABLE OF CONTENTS
Chapter.-01. INTRODUCTION
Chapter.-02. CRITICAL REVIEW OF LITERATURE
Chapter.-03. CORPORATE INTRODUCTION
- Company profile - Industry profile - Products of Yamaha - SWOT checklist
Chapter.-04. RESEARCH METHODOLOGY - Research problem and objective - Research process - Research design - Scope of study
Chapter.-05. DATA COLLECTION AND PRESENTATION
Chapter.-06. GRAPHICAL DATA ANALYSIS AND ITS INTERPRETATION
Chapter.-07. FINDINGS OF THE RESEARCH
Chapter.-08. GAPS IN LITERATURE REVIEW
Chapter-09. SCOPE OF FURTHER RESEARCH
Chapter.-10. PROBLEM IDENTIFICATION
Chapter.-11. CONCLUSION
Chapter.-12. SUGGESTIONS
Chapter -13. LIMITATIONS
Chapter.-14. BIBLIOGRAPHY
4 EXECUTIVE SUMMARY
OBJECTIVE :
To view the satisfaction level of customers for two wheelers industries.
RESEARCH METHODOLOGY :
The research had to be conducted through a survey based on questionnaires
Sample size – 200.
Brands covered – Hero honda Bajaj Honda Tvs Suzuki Yamaha
Target Area – SURAJPUR, GREATER NOIDA HARIDWAR
Sampling used – Simple Random.
Scaling used – 5 point likert scale .
DATA ANALYSIS :
Analysis was done on the basis of 22 parameters. Bar charts were developed on these parameters which compare different brands in the 2 wheeler industry.with the help of these charts. yamaha’s position in the market is found and analysed .
5 SUGGESTIONS :
Introduction of new brands- this may turn the market oligopolistic but will definitely increase the market share.
Looks and style should not be over stressed as compared to quality and mileage.
Yamaha does not have any successful 150 cc bike.
Yamaha’s R & D facilities should coordinate with the marketing wing to give customers what they want.
Secondary research shows that yamaha has a good brand awareness. But when it comes to real market , it is an illusion.
360 degree marketing approach with aggressive promotional campaigns should be followed.
Focus should be on young teenagers and executives as they represent largest portion of the bike user segment .
Provide better sales follow up which almost every brand lacks .
Indian customers generally do not use bike for fashion but as a necessity so mileage should be a concern.
6 CHAPTER 1 INTRODUCTION
INTRODUCTION
Research means detailed study of a problem. Here, the details of the marketing problem are collected and studied, conclusions are drawn and suggestions are made to solve the problem quickly, correctly and systematically. In MR, specific marketing problem is studied in depth by collecting and analyzing all relevant information and solution are suggested to solve the problem which may be related to consumers, product, market competition, sales promotion and so on.
MR is special branch of marketing management. It is comparatively of recent in origin. MR acts as an investigative arm of a marketing manager. It suggests solution on marketing 7 problem for the consideration and selection by a marketing manager. MR also acts as an important tool to study buyer behaviour, changes in consumer life-style and consumption patterns, brand loyalty and forecast market changes.
In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the one hand and sales promotion on the other hand. It is rightly treated as the soul of modern marketing management. MR suggests possible solution on marketing problem to marketing manager for his consideration and final selection. It is rightly said that the beginning and end of marketing management is marketing research. It is primarily used to provide information needed to guide marketing decision, market mix. It acts as a support system to marketing management.
INCREASING NEED OF MARKETING RESEARCH
1) Growth and complexity of markets :- Markets are no more local in character. They are now national and even global in character. The marketing activity is becoming increasingly complex and broader in scope as more firms operate in domestic and global markets. Manufactures find it difficult to establish close contact with all markets and consumers directly. Similarly, they have no control on the marketing system once the goods are sold out to middlemen. This situation creates new problem before the manufacturers which can be faced effectively through MR as it acts as a feed-back mechanism to ascertain first hand information, reaction, etc. of consumers and middleman. Marketing activities can be adjusted accordingly.
8 2) Wide gap between producers and consumers:- Marketing research is needed as there is a wide gap between producers and consumers in the present marketing system. Due to mass scale production and distribution, direct contact between producers and consumers. Producers do not get dependable information as regards needs, expectation and reactions of consumers, they are unable to adjust their products, packaging, prices, etc. as per the needs of consumers. The problem created due to information gap can be solved only through MR as it possible to establish contact with consumers and collect first hand information about their needs, expectation, likes, dislikes, preferences and special features of their behaviour. Thus, MR is needed for removing the wide communication gap between producers and consumers.
3) Changes in the composition of population and pattern of consumption: - In India, many changes are taking place in the composition of population. There is a shift of population from rural to urban areas. There have been considerable changes in the consumption and expenditure patterns of consumers in India. The incomes of the people, in general, are rising. This brings corresponding increase in their purchasing capacity and buying needs and habits. The demand for consumer durables is fast increasing. The market are now flooded with consumer durables like TV sets and so on. Manufacturers are expected to know such qualitative and quantitative changes in the consumer preferences and their consumption pattern. For achieving this objective, MR activities are necessary and useful. In brief, MR is needed for the study of changes in the pattern of consumption and corresponding adjustment in the marketing planning, policies strategies.
4) Growing importance of consumers in marketing:- Consumers occupy key position in modern marketing system. They are now well informed about market trends, goods available, consumer rights and protection available to them through consumer protection acts, the growth of consumerism has created new challenges before manufacturers and traders. Even growing customer expectations create situation when manufacturers have to understand such expectations and adjust the production policies accordingly. Indifference towards consumer expectations may lead to loss of business. In the present marketing system, consumers cannot 9 be taken for granted. Marketing research particularly consumer research gives valuable data relating to consumers. It is possible to use such data fruitfully while framing marketing policies. Thus, marketing decisions can be made pro consumer through marketing research activities.
5) Shift of competition from price to non-price factors:- Cut-throat competition is unavoidable in the present marketing field. Such competition may be due to various factors such as price, quality, and packaging, advertising and sales promotion techniques. Entry of new competitors creates new problems in the marketing of goods and services. In addition, market competition is no more restricted to price factor alone. There are other non-price factors such as packaging, branding, after-sales and advertising which create severe market competition. Every producer has to find out the extent of such non-price competition and the manner in which he can face it with confidence. MR is needed as it offers guidance in this regards. A manufacturer can face market competition even by using certain non-price factors. The shifting of competition from price to non-price factors has made marketing of consumer goods more complicated and challenging. This challenge can be faced with confidence by using certain measures through marketing research.
6) Need of prompt decision making :- In competitive marketing, marketing executive have to take quick and correct decision. Companies have to develop and market new products more quickly than ever before. However, such decision is always difficult. Moreover, wrong decisions may bring loss to the organisation. For correct decision making, marketing executive need reliable data and up to date market information. Here, MR comes to the rescue of marketing manager. Problems in marketing are located, defined, analysed and solved through MR techniques. This suggests its need as a tool for decision making. MR is needed as
10 a tool for reasonably accurate decision making in the present highly competitive market system.
CHAPTER 2
CRITICAL REVIEW OF LITERATURE
11 LITERATURE REVIEW
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter- departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. The basis for the measurement of customer satisfaction is by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature customer satisfaction equals perception of performance divided by expectation of performance.
Marketers in recent times have realized the importance of marketing orientation, and this is being reflected in the application of marketing mix elements. Consumer’s needs are fundamental to the formulation of any marketing strategy, from developing a communication plan. It may be worthwhile to explore the intricate aspects of consumer satisfaction level which focuses on ‘consumer needs’. These concepts enable marketers to analyze the acceptability of strategies planned by them.
12 Even though we cannot know everything that is to be known, we do need some in depth knowledge about the consumers, starting with who is he. Is there a real Indian customer or there is a set of stereotype. All the conventional wisdom in market research tends to favor the view that that there are distinct types, and we need to isolate them according to some parameter and label them.
Customer satisfaction as the key element for success in business is a major concern for any industry. In this paper I have tried to propose a how customer satisfaction level can affect the performance of an organization.
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.
Selecting Target Market
A review of marketing opportunities often helps in identifying distinct consumer segments with very distinct wants and needs. Identifying these groups, learning how they behave and how they make their purchase decisions enables the marketer to design and market products or services particularly suited for their wants and needs.
Based on earlier done research following conclusion were drawn about Yamaha as a Brand in two wheeler industry:
Yamaha’s objective –
It produces bikes that have speed and power irrespective of the mileage.
Customer’s age –
21-25 years.
13 Income group -
Upper middle class and high class
Profession –
Students and young executives
Prime focus –
Style
Performance
Value of money
Based on earlier research done Hero Honda, Bajaj Auto and Enfield motorcycles have come out tops in the customer satisfaction ratings in the 2007 TNS Motorcycle Total Customer Satisfaction Study conducted by TNS Automotive.
The study says that newly launched motorcycles including the Splendor NXG and CBZ Extreme from Hero Honda, Discover 135 from Bajaj Auto and Bullet 350 from Enfield have been ranked highest in their respective segments.
The study was conducted by compiling responses of more than 7,000 new motorcycle buyers as regards the performance of more than 50 models across parameters like sales satisfaction, product quality, motorcycle performance and design, after-sales service, brand image, and cost-of-ownership.
The index score provides a measure of satisfaction and loyalty that a given model or brand enjoys among its customers. The study also found that the expectation of the buyer of standard motorcycles (entry level bikes) has gone up from the previous level, now the buyer also expects similar attention and commitment as the buyer of higher value bikes.
Styling of the bikes in executive segment is gaining importance in overall customer satisfaction. In transacting with the service dealer, competitive pricing and explanation have gained importance as well as have high impact on retention.
For the upper executive segment latest technology and style have gained importance. Explanation of feature and benefit gained in terms of stated importance while Salesperson knowledge impacts largely on retention.
Premium segment buyers are at the center of focus for all of the manufacturers that have educated the customer and empowered him to buy consciously after comparing 14 all the options, now he expects manufacturers to give him the best technology, he questions salesperson and look for the best financing options available and demands quick service. For future purchases the preference for motorcycles with high engine capacity (150cc and above) is seen in all four regions of the country however it is almost 70% in south closely followed by west. Across the country, close to 24% of current motorcycle owners intend to upgrade to a four-wheeler as their next vehicle. The propensity to upgrade to a car is higher in the north as compared to other parts of the country.
15 CHAPTER 3 CORPORATE INTRODUCTION
16 COMPANY PROFILE
About Yamaha Motors India Pvt. Ltd.
Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake as well, bringing the Indian operations under its complete control as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.
India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export markets. With a strong workforce of 2000 employees, India Yamaha Motor is highly customer-driven and has a countrywide network of over 400 dealers.
17 18 The company pioneered the volume bike segment with the launch of its 100 cc 2- stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and Gladiator (125cc), and YZFR15 (150cc).
We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating Kando" (touching their hearts) - the first time and every time with world class products & services delivered by people having "passion for customers".
We are committed to:
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA products, focusing on serving our customer where we can build long term relationships by raising their lifestyle through performance excellence, proactive design & innovative technology. Our innovative solutions will always exceed the changing needs of our customers and provide value added vehicles.
Build the Winning Team with capabilities for success, thriving in a climate for action and delivering results. Our employees are the most valuable assets and we intend to develop them to achieve international level of professionalism with progressive career development. As a good corporate citizen, we will conduct our business ethically and socially in a responsible manner with concerns for the environment.
Grow through continuously innovating our business processes for creating value and knowledge across our customers thereby earning the loyalty of our partners & increasing our stakeholder value.
19 Customer #1
We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we provide. We work hard to achieve what we commit & achieve results faster than our competitors and we never give up.
Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust, respect, understanding & mutual co-operation. Everyone's contribution is equally important for our success.
Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to others and participate in healthy & frank discussions to achieve the organization's goals.
Manufacturing Process:
IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha Plants. The infrastructure at both the plants supports production of motorcycles and it's parts for the domestic as well as oversees market. At the core are the 5-S and TPM activities that fuel our agile Manufacturing Processes. We have In-house facility for Machining, Welding processes as well as finishing processes of Electroplating and Painting till the assembly line.
The stringent Quality Assurance norms ensure that our motorcycles meet the reputed International standards of excellence in every sphere.As an Environmentally sensitive organization we have the concept of "Environment-friendly technology" ingrained in our Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain water - Harvesting mechanism, a motivated forestation drive. The IS0-14001 certification is on the anvil - early next year. All our endeavors give us reason to believe that sustainable development for Yamaha will not remain merely an idea in pipeline.We believe in taking care of not only Your Motoring Needs but also the needs of Future Generations to come.
20 Corporate Philosophy:
For society, for the world Yamaha works to realize Our corporate mission of realizing Kando
Yamaha Motor is a company that has worked ever since its founding to build products defined by the concepts of “high-quality and high-performance” and “light weight and compactness” as we have continued to develop new technologies in the areas of small engine technology and FRP processing technology as well as control and component technologies. It can also be said that our corporate history has taken a path where “people” are the fundamental element and our product creation and other corporate activities have always been aimed at touching people’s hearts. Our goal has always been to provide products that empower each and every customer and make their lives more fulfilling by offering greater speed, greater mobility and greater potential. Said in another way, our aim is to bring people greater joy, happiness and create Kando* in their lives. As a company that makes the world its field and offers products for the land, the water, the snowfields and the sky, Yamaha Motor strives to be a company that “offers new excitement and a more fulfilling life for people all over the world” and to use our ingenuity and passion to realize peoples’ dreams and always be the ones they look to for “the next Kando.”
21 22 Hierarchical Structure
Managing Director and CEO Senior Vice President Vice President Top Management Associate Vice President
Chief General Manager General Manager Senior Management Deputy General Manager
Chief Manager Manager Middle Management Assistant Manager
Senior Superintendent Senior Officer Officer Operational Staff Assistant Officer
23 Industry profile
The Indian automotive industry consists of five segments: commercial vehicles; multi- utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With 5,822,963 units sold in the domestic market and 453,591 units exported during the first nine months of FY2005 (9MFY2005), the industry (excluding tractors) marked a growth of 17% over the corresponding previous. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties.
Two-wheelers: Market Size & Growth
In terms of volume, 4,613,436 units of two-wheelers were sold in the country in 9MFY2007 with 256,765 units exported. The total two-wheeler sales of the Indian industry accounted for around 77.5% of the total vehicles sold in the period mentioned.
Demand Drivers:
The demand for two-wheelers has been influenced by a number of factors over the past five years. The key demand drivers for the growth of the two-wheeler industry are as follows:
▪ Inadequate public transportation system, especially in the semi-urban and rural areas; ▪ Increased availability of cheap consumer financing in the past 3-4 years; ▪ Increasing availability of fuel-efficient and low-maintenance models; ▪ Increasing urbanization, which creates a need for personal transportation; ▪ Changes in the demographic profile; ▪ Difference between two-wheeler and passenger car prices, which makes two- wheelers the entry level vehicle; ▪ Steady increase in per capita income over the past five years; and ▪ Increasing number of models with different features to satisfy diverse consumer needs.
While the demand drivers listed here operate at the broad level, segmental demand is influenced by segment-specific factors.
24 YAMAHA PRODUCTS
Yamaha Motor India Pvt. Limited - A Japanese motorized vehicle- producing company (whose HQ is at 2500 Shingai, Iwata, Shizuoka), is part of the Yamaha Corporation. After expanding Yamaha Corporation into the world's biggest piano maker, then Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1, 1955. The company's intensive research into metal alloys for use in acoustic pianos had given Yamaha wide knowledge of the making of lightweight, yet sturdy and reliable metal constructions. This knowledge was easily applied to the making of metal frames and motor parts for motorcycles. Yamaha Motor is the world's second largest producer of motorcycles (after Honda). It also produces many other motorized vehicles such as all-terrain vehicles, boats, snowmobiles, outboard motors, and personal watercraft.
The Yamaha corporate logo is comprised of three tuning forks placed on top of each other in a triangular pattern.
In 2000, Toyota and Yamaha Corporation made a capital alliance where Toyota paid Yamaha Corporation 10.5 billion yen for a 5 per cent share in Yamaha Motor Company while Yamaha and Yamaha Motor each bought 500,000 shares of Toyota stock in return.
RACING HERITAGE
Yamaha has a long racing heritage where it has had its machines and team win many different competitions in many different areas, for example both road and off road racing, also Yamaha has had great success with riders such as Bob Hannah, Heikki Mikkola, Kenny Roberts, Chad Reed, Jeremy McGrath, Stefan Merriman, Wayne Rainey, and the latest, Valentino Rossi. Yamaha is known to those who are older in age as the designer of the modern motocross bike, as they were the first to build a production mono-
25 shock motocross bike (1975 for 250 and 400, 1976 for 125) and one of the first to have a water-cooled motocross production bike (1981, but 1977 in works bikes).
Since 1962 ,Yamaha produced production road racing grand prix motorcycles that any licensed road racer could purchase. In 1970, Non- factory "privateer" teams dominated the 250cc World Championship with Great Britain’s Rodney Gould winning the title on a Yamaha TD2.
MOTORCYCLE MODELS
Yamaha has made an extensive number of two- and four-stroke scooters, on- road and off-road motorcycles. The Yamaha XS 650, introduced in 1970, was such an overwhelming success that it crippled the British monopoly of vertical twin motorcycles.
ELECTRICAL VEHICLES MOTORCYCLES
Yamaha Alba Yamaha Frog
Yamaha Libero
Yamaha Mest
Yamaha Eccy
Yamaha Passol
Yamaha EC-02
Yamaha Passol-L
Yamaha Yz85
Yamaha V-Star
26 Yamaha YZF-R1
Yamaha FZ1
MOPEDS
Yamaha PAS (Nickel metal hydride battery) PAS Lithium (Lithium ion battery)
PAS Business (Ni-Cd battery)
Yamaha YQ50 Aerox R
Yamaha Jog
Yamaha Jog R
Yamaha Neo's
Yamaha BW'S
Yamaha Morphous
Yamaha XF50X (C3/Vox/Giggle)
Yamaha FS1 (Yamaha FS1E)
Yamaha Lagend
Yamaha DT50
Yamaha TZR
Yamaha QT50
GOLF CARTS
Yamaha G1 Yamaha Drive
PERSONAL WATERCRAFT
WaveRunner 27 WHEELCHAIRS
JW Active JW-IB
Nesquick sponsored Race chair
WHEELCHAIR UPGRADE PARTS
JWX-1 JW-II
JW-I
Wetard chair 85
ALL-TERRAIN VEHICLES
BW80 / 200 / 350 YFZ450
Raptor 80 / 350 / 660 / 700
Blaster 200
Banshee 350
Warrior 350
Bruin 350
Kodiak 400 / 450
Grizzly 80 / 125 / 350 / 400 / 450 / 600 / 660 / 700
Big Bear 400
Wolverine 350 / 450
Tri-Z 250
28 SNOWMOBILES
Yamaha has recently claimed a 100% four-stroke snowmobile line-up, making them the only snowmobile manufacturer to do so. In Canada though, there are still three models that Yamaha manufactures that are still 2 stroke. They are the Bravo, VK 540 and the Venture XL. Yamaha had introduced four-strokes to their line-up in 2003 and the line-up became four-stroke based for model year 2005. Many say that Yamaha has proven snowmobiles can be clean, efficient, and reliable all while maintaining strong performance. The RX-1 released in 2003 was the first performance-oriented four-stroke snowmobile to ever hit the market. It was not, however, the first modern four-stroke snowmobile produced. That honor belongs to Arctic Cat for their Yellowstone Special, released in 2000, which was designed as a rental sled that could meet Yellowstone National Park's stringent emission requirement. However, the Yamaha received much criticism for its weight disadvantage when compared to similar two-strokes, despite its excellent fuel economy and low-range torque. Yamaha is now on the cutting edge of four-stroke technology with the introducing of their 80FI engine which is equipped on the Phazer and Venture Lite models. This engine has one of the highest specific output of any four-stroke in production, with 160 HP/L, Yamaha achieves this even without the use of a forced induction system. Yamaha is also a key player in the "four-stroke wars", which are a series of advertisements from opponent Ski-Doo who claim their 2-tec and power-tek equipped two-strokes are still cleaner and more efficient than four-strokes, while Yamaha still claims the four-strokes are cleaner. Yamaha also broke a multi-year absence from sno-cross in the winter of 2006-07 with their introduction of a factory race team headed by former Arctic Cat racer Robbie Malinoski.
29 CURRENT LINE-UP
Bravo Apex
Attack
Nytro
FX Nytro
Phazer (4th Generation)
RS Rage
RS Vector
RS Venture
VK Professional
30 SIGNIFICANT PREVIOUSLY PRODUCED MODELS
Bravo coRy
Enticer
Exciter
Phazer (1st-3rd Generations)
Mountain Max
RX-1
SnoScoot
Sno Sport
SRV 540
SRX
SRX 440
SX R
SX Viper/Venom
Venture
VK 540
VMAX
VMAX SX
Vmax
Vmax-4
SNOWBLOWERS
YT-600E 31 YT-600ED
YT-660EDJ
YS-870
YS-870J
YS-1070
YT-1080ED
YT-1080EX
YT-1290EX
YT-1290EXR
YS-1390A
YS-1390AR
YAMAHA-R15
REMOTE-CONTROLLED HELICOPTERS
Yamaha R-50 Yamaha R-MAX
OUTBOARD MOTORS
4 stroke series 4 stroke jet drive series
2 stroke V6
2 stroke portable / mid range
Full list
KART ENGINES KT SERIES 2 STROKE
32 KT100SD KT100SC
KT100SEC
KT100SP
KT100J
KT100AX
KT100A2
33 OTHER VEHICLES
Yamaha has also built engines for other manufacturers' vehicles, most notably the V-6 and V-8 engine for the Ford Taurus SHO. The Volvo XC90 uses a larger version of the same Yamaha V-8 engine. They also built Formula One racing engines from the late 1980s to the mid 1990s, with little on track success. In 1991, Yamaha developed its F1 engined supercar called the OX99-11 where two drivers sit in tandem in front of the engine, but the project was canned due to the world recession and lack of interest.
Yamaha also tunes engines for other manufacturers, Toyota being one of them. Yamaha logos are, for instance, found on the Toyota S engines. As well as the 2ZZ-GE utilized by Toyota, Pontiac, and Lotus.
Yamaha developed a prototype for a two-seater sports car with help of Albrecht Goertz. While the Yamaha/Nissan partnership never progressed beyond the prototype stage, Toyota took up the design and released the Toyota 2000GT.
Yamaha is also one of the big 4 companies in the Personal water craft market.
34 WATER PURIFIER ALKALION PURIFIER
OH-A21N
PURIFIER
OH-U20-SA2 OH-U20-SB1
OH-U30-HS
OH-U30-KA4
OH-U30-SB3
OH-U40-KA2
OH-U40-SB1
BUSINESS MACHINES
Robot Surface mounter
Pool
CNC machine
Golf car o G31E o G31AL
Engine o MT series (2 stroke)
. MT 110
35 . MT 110 VLS
o MZ series (4 stroke)
. MZ 125
. MZ 175
. MZ 200 (New Model)
. MZ 250
. MZ 300
. MZ 360
Underground oil tank o My Tank
Oil separator o Pattol series
Food additive
Gas heat pump o M series o SH series o 3HP multi o Living mate o YCJ series
36 MARKET CHARACTERISTICS
DEMAND
SEGMENTAL CLASSIFICATION AND CHARACTERISTICS
The three main product segments in the two-wheeler category are scooters, motorcycles and mopeds. However, in response to evolving demographics and various other factors, other sub segments emerged, viz. scooterettes, gearless scooters, and 4- stroke scooters. While the first two emerged as a response to demographic changes, the introduction of 4-stroke scooters has followed the imposition of stringent pollution control norms in the early 2000. Besides, these prominent sub-segments, product groups within these sub-segments have gained importance in the recent years. Examples include 125cc motorcycles, 100-125 cc gearless scooters, etc. The characteristics of each of the three broad segments are discussed in Table 1.
Two-Wheelers: Comparative Characteristics Scooter Motorcycle Moped Price*(Rs. as in January > 22,000 > 30,000 > 12,000 2008) 2-stroke, 4- Stroke Mainly 4-stroke 2-stroke stroke Engine 90-150 100, 125, > 125 50, 60 Capacity (cc) Ignition Kick/Electronic Kick/Electronic Kick/Electronic Engine Power 6.5-9 7-8 and above 2-3 (bhp) Weight (kg) 90-100 > 100 60-70 Fuel Efficiency 50-75 50-80+ 70-80 (km per litre) Load High Highest Low Carrying
Segmental Market Share
The Indian two-wheeler industry has undergone a significant change over the past 10 years with the preference changing from scooters and mopeds to motorcycles. The scooters segment was the largest till FY1998, accounting for around 42% of the two- 37 wheeler sales (motorcycles and mopeds accounted for 37% and 21 % of the market respectively, that year). However, the motorcycles segment that had witnessed high growth (since FY1994) became larger than the scooter segment in terms of market share for the first time in FY1999. Between FY1996 and 9MFY2007, the motorcycles segment more than doubled its share of the two-wheeler industry to 79% even as the market shares of scooters and mopeds stood lower at 16% and 5%, respectively. Over the past 10-15 years the demographic profile of the typical two-wheeler customer has changed. The customer is likely to be salaried and in the first job. With a younger audience, the attributes that are sought of a two-wheeler have also changed. Following the opening up of the economy and the increasing exposure levels of this new target audience, power and styling are now as important as comfort and utility. The marketing pitch of scooters has typically emphasized reliability, price, comfort and utility across various applications. Motorcycles, on the other hand, have been traditionally positioned as vehicles of power and style, which are rugged and more durable. These features have now been complemented by the availability of new designs and technological innovations. Moreover, higher mileage offered by the executive and entry-level models has also attracted interest of two-wheeler customer. Given this market positioning of scooters and motorcycles, it is not surprising that the new set of customers has preferred motorcycles to scooters. With better ground clearance, larger wheels and better suspension offered by motorcycles, they are well positioned to capture the rising demand in rural areas where these characteristics matter most.
Scooters are perceived to be family vehicles, which offer more functional value such as broader seat, bigger storage space and easier ride. However, with the second-hand car market developing, a preference for used cars to new two-wheelers among vehicle buyers cannot be ruled out. Nevertheless, the past few years have witnessed a shift in preference towards gearless scooters (that are popular among women) within the scooters segment. Motorcycles offer higher fuel efficiency, greater acceleration and more environment-friendliness. Given the declining difference in prices of scooters and motorcycles in the past few years, the preference has shifted towards motorcycles. Besides a change in demographic profile, technology and reduction in the price difference between motorcycles and scooters, another factor that has weighed in favour of motorcycles is the high re-sale value they offer. Thus, the customer is willing to pay an up-front premium while purchasing a motorcycle in exchange for lower maintenance and a relatively higher resale value.
38 Supply
Manufacturers
As the following graph indicates, the Indian two-wheeler industry is highly concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of the industry sales as in FY2007. The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).
Although the three players have dominated the market for a relative long period of time, their individual market shares have undergone a major change. Bajaj Auto was the undisputed market leader till FY2000, accounting for 32% of the two-wheeler industry volumes in the country that year. Bajaj Auto dominance arose from its complete hold over the scooter market. However, as the demand started shifting towards motorcycles, the company witnessed a gradual erosion of its market share. HHML, which had concentrated on the motorcycle segment, was the main beneficiary, and almost doubled its market share from 20% in FY2000 to 50% in FY2007 to emerge as the market leader. TVS, on the other hand, witnessed an overall decline in market share from 22% in FY2000 to 17% FY2007. The share of TVS in industry sales fluctuated on a year on year basis till FY2003 as it changed its product mix but has declined since then.
Technology
Hitherto, technology transfer to the Indian two-wheeler industry took place mainly through: licensing and technical collaboration (as in the case of Bajaj Auto and LML); and joint ventures (HHML). A third form - that is, the 100% owned subsidiary route - found favor in the early 2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2 details the alliances of some major two-wheeler manufacturers in India. Besides the below mentioned technology alliances, Suzuki Motor Corporation has also followed the strategy of joint ventures (SMC reportedly acquired equity stake in Integra Overseas Limited for manufacturing and marketing Suzuki motorcycles in India).
Technological tie-ups of Select Players Nature of Company Product Alliance Bajaj Technological tie- Kawasaki Heavy Motorcycle Auto up Industries Ltd, Japan s Technological tie- Tokya R&D Co Ltd, Two- up Japan wheelers
39 Technological tie- Kubota Corp, Japan Diesel up Engines HHML Joint Venture Honda Motor Co, Japan Motorcycle s KEL Technological tie- Hyosung Motors & Motorcycle up Machinery Inc s KEL Tie up for Italjet, Italy Scooters manufacturing and distribution LML Technological tie- Daelim Motor Co Ltd Motorcycle up s Hero Technological tie- Aprilia of Italy Scooters Motors up
With the two-wheeler market, especially the motorcycle market, becoming extremely competitive and the life cycle of products getting shorter, the ability to offer new models to meet fast changing customer preferences has become imperative. In this context, the ability to deliver newer products calls for sound technological backing and this has become one of the critical differentiating factors among companies in the domestic market. Thus, the players have increased their focus on research and development with some having indigenously developed new models as well as improved technologies to cater to the domestic market. Further, with exports being one of the thrust areas for some Indian two-wheeler companies, the Indian original equipment manufacturers (OEMs) have realized the need to upgrade their technical capabilities. These relate to three main areas: fuel economy, environmental compliance, and performance. In India, because of the cost-sensitive nature of the market, fuel efficiency had been an interest area for manufacturers.
It is not only that the OEMs are increasing their focus on in-house R&D; they also provide support to the vendors to upgrade the technology and also assist those striking technological alliances.
TRENDS IN THE TWO-WHEELER INDUSTRY
Companies raising capacity to meet the growing demand
All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML,YMIL, TYS, HMSI and others, have increased their manufacturing capacities in the recent past. Most of the players have either expanded capacity, or converted their existing capacities for scooters and mopeds into those for manufacturing motorcycles. The move has been prompted by the rapid growth reported by the motorcycles segment since FY1995.
Niche markets also witnessing intense competition:
A significant trend witnessed over the past five years is the inclination of consumers 40 towards products with superior features and styling. Better awareness about international models has raised expectations of consumers on some key attributes, especially quality, styling, and performance. High competitive intensity has prompted players to launch vehicles with improved attributes at a price less than the competitive models. In an effort to satisfy the distinct needs of consumers, producers are identifying emerging consumer preferences and developing new models. For instance, in the motorcycles segment, motorcycles with engine capacity over 150cc, is a segment that has witnessed significant new product launches and hence, become more competitive. The indigenously launched Pulsar 150 had met with success on its launch and thereafter, a host of models have been launched in this segment by various players. While Bajaj Auto launched the Pulsars (180 cc, 200cc and 220cc) with digital twin spark technology (DTSFi) that offers a powerful engine and fuel efficiency of 125 cc models. Moreover, in the recent past, the motorcycle segment has witnessed launch of vehicles with higher engine capacity (higher than 150cc) and power (higher than 15bhp). These include models such as Bajaj Auto Eliminator and Royal Enfield's Thunderbird followed by HHML's Karisma and Yamaha R15 and other sports bikes. The products in this segment cater for style conscious consumers. Quite a few players are developing models combining features such as higher engine capacity", optimum mix of power and performance, and superior styling. However, the extent of shift to these products would depend on the positioning of such products in terms of price.
In the scooters segment, the market for plastic-bodied variomatic scooters continues to witness growth in the scenario of overall decline in scooter volumes. Higher volumes and growth are especially true for certain scooter models, such as Honda Activa, that brought in new technology (besides variomatic transmission) to further differentiate themselves. Thus, the need to differentiate and create a niche has led to companies strengthening their research and development (R&D) capabilities and reducing the development time for new models.
41 INCREASING FOCUS ON EXPORTS:
For the first nine months of FY2007, two-wheeler exports increased by 37% over the corresponding previous, led mainly by motorcycles even as exports of other two- wheelers were healthy. While motorcycle exports increased by 40%, scooter and moped exports increased by 29% and 27% respectively.
Motorcycle exports by Bajaj Auto, HHML and TVS have reported a robust growth in FY2007 and are expected to increase further in the medium term.
Although the Indian two-wheeler manufacturers have forayed on their own in their target export markets, there have been instances of tie-ups with the technology partners. Bajaj Auto's tie-up with Kawasaki to jointly market Bajaj products in Philippines is a case in point. Under the tie-up, M/s Kawasaki Motors Philippines Corporation has been appointed as exclusive distributors to market select Bajaj two- wheelers that include Byk, Caliber 115 and Wind 125. These vehicles are being sent to Philippines in the completely built unit (CBU) form. Other strategy of expanding international presence considered by few players is that of setting up assembly lines in select South East Asian countries either on their own or in partnership with local players. Besides, plans of select overseas technology partners to source from their Indian partners and plans of global majors to develop their Indian manufacturing unit as a sourcing hub may also lead to increase in two-wheeler exports from India.
42 SWOT ANALYSIS
Strengths:
Yamaha Motor products extend from land to sea and even into the skies, with manufacturing and business operations that include everything from motorcycles, PSA electro-hybrid bikes, marine and power products to automotive engines.
Continuously does product improvement in accordance with demanding customers.
The distribution network of Yamaha Motors is very wide and spread across the country.
Probably the best in terms of R&D facility.
Has great brand name and commands lot of respect among bikers community.
Weakness:
Narrow product line in terms of motorcycles.
Yamaha’s strategy for Indian market was on right alleyway, but somewhere down the lane, they are still relying on conventional model which no longer in use.
Yamaha despite the promise has failed to deliver and is still an underdog in the race to top.
A series of unsuccessful and flop bikes have eroded the legacy of RX100 and RD350.
43 pportunities:
The motorcycle market has been growing at a phenomenal rate and there has been a shift in the consumer preferences from 2 stroke bikes. Yamaha motors have recognized this and are bringing out new models of 4 stroke bikes quite regularly to cater the needs of the customers.
Consumers have become technology conscious and Yamaha Motors have best R&D facilities. So they can tap new costumers with innovative technology in motorcycle design and manufacturing.
There lies lot of potential in 150cc and above segment and Yamaha has not made enough inroads in this segment.
Threats:
Continuous divisions of customer segment have made conventional bikes which was the strength of Yamaha motors.
Constant demand for price reduction from customers.
Bajaj Auto and TVS have taken large part of the market share from Yamaha.
Growing competition in the industry, both in the terms of new models and price undercutting, too is a matter of concern as both the sales realization and operation margins may come under pressure.
44 CHAPTER - 4
RESEARCH
METHODOLOGY
RESEARCH PROBLEM AND OBJECTIVE:
45 Research in common parlance refers to search for knowledge. Research is an academic activity and as such it is used in a technical sense. According to Clifford Woody, research comprises defining and redefining problems, formulating hypothesis or suggesting solutions, collecting, organizing and evaluating data, making deductions and research conclusions to determine whether they fit the formulating hypothesis.
Primary objective :
The research encompasses the primary objective of comparison and analysis of Yamaha bikes with respect to other brands prevailing in the market i.e. , Hero Honda ,Honda , Bajaj , TVS and Suzuki .
The primary aim is to interpret the satisfaction level of customers using yamaha’s bikes and to find out the areas in which it needs to improve to develop a better perception in the mind of its customers . it entails as to suggest yamaha how to become a no. 1 customer oriented company
Secondary objective :
To go in detail , the research includes the study of comparative satisfaction level of customers using different bike brands ; the various areas where competitors supersede and the areas where the competitors lack .
Furthermore the research aims to find out the relative market capitalization of Yamaha in the two wheeler industry and to suggest some concrete and absolute measures to give a rise to its share in the two wheeler segment .
Research Process
Extensive Literature Survey: Before starting the research in-depth study of the topic was done to form a clear picture of what and how research is to be done. Formulating the Research Problem: The next step was to find out the problem of the case. Then the problem was understood thoroughly and rephrasing the same into meaningful terms from analytical point of view. This step is of greatest importance in the entire research. Design of Questionnaire: A questionnaire was developed for the survey. The questionnaire is of structured type. Most of the questions were based on 5 point bipolar Likert Scale.
46 Determining the Sample Size: Next step is to determine the number of to be targeted from various ages, monthly salary, and gender. So a total of 200 people were surveyed. Collecting the data: The data was collected from various class of people based on age, sex, income, location. Analysis of Data: The data collected from various people was segregated into various categories in order to analyze it. Analysis was done based on more than 22 different parameters. Generalization and Interpretation: Data was tested and upheld several times, and then generalizations were drawn from the analysis. Preparation for the report: Lastly report about the research is made.
Research Design:
A Questionnaire is used to do the research Exploratory Research design Focus Group Primary data analysis
Collection of Data:
Qualitative Data Survey questionnaires
Sampling: Non-Probability Sampling Judgmental Sampling Simple Random
Sample Design :
Sampling may be defined as the selection of the some part of an aggregate or totality on the basis of which a judgment or interference about the aggregate or totality is made. It is the process of obtaining information about entire population by examining only a part of it in which generalizations or influences are drawn based on the sample about the parameter of population from which samples are taken.
47 Sample Size: A total of 200 people have been questioned for the purpose of filling up the questionnaire.
Details of the Survey Conducted
Sample Size 200
Target Population 18-25 years 25-30 years 30 and above
Area Covered Surajpur, Greater Noida And Haridwar & Semi-urban And Rural Areas.
Sampling Judgmental Simple Random
Type of Questionnaire Structured 5 point bipolar Likert Scale
Type of Questions Close ended Questions
SCOPE OF STUDY
The research was carried out to find factors which influence customer satisfaction level to maximum level.
The study projects that customer satisfaction level change with change in various factors like during sales evaluation, during delivery of the vehicle and after sales evaluation.
This research is an attempt to provide feedback to Motorcycle manufacturer Yamaha Motors India Ltd. so that they can bring about changes in various departments of their organization which will help them in becoming Number 1 motorcycle brand in India.
For instance during research factors such as technology, maintenance, looks, style, brand image, behavior of dealers, timely delivery of documents and bike and proper information about the product were considered.
48 This research would give necessary details to Yamaha motors so that it could know the various factors that affect customer satisfaction level and then initiate appropriate changes to make it Number 1 motorcycle brand in India.
CHAPTER – 5
DATA COLLECTION AND
49 INTERPRETATION
50 DATA COLLECTION AND INTERPRETATION
The research required collection of first hand primary data from the respondents . the respondents necessarily were to be bike users . They were exposed to a questionnaire containing different parameters for the evaluation of their satisfaction level . the broad parameters were :
During sales evaluation .
During vehicle delivery .
After sales evaluation .
It was expected that the respondents were honest while answering the questions with proper consideration of the brand image of the bike they were currently using . the questionnaire contained likert scaling to rate various parameters .
The respondents were so selected that they were representative of various segments of bike users . the respondents were questioned on :
Petrol pumps
Service stations
Educational institutes
Vehicle showrooms
Malls
Residential areas , and
Factories
51
CHAPTER - 6 GRAPHICAL DATA ANALYSIS
52 DATA ANALYSIS
The data analysis portion is the backbone of any primary or secondary research . there are various tools of data analysis that helps the researcher to interpret his data into final results . the data collected in this research was analyzed using the most effective tool of market research i.e.,SPSS(statistical package for social sciences)
The parameters were set up giving preference to non demographic factors more than demographic factors. the data was analyzed on the total of 20 parameters as mentioned below :
i. customer’s age
ii. marital status
iii. profession
iv. education
v. attitude of dealer
vi. explanation of product features by the dealer .
vii. sales terms and conditions
viii. product display in the showroom
ix. cleaniness in showroom and service station
x. atmosphere
xi. cleanliness of purchased bike
xii. time taken in delivery
xiii. explanation of bike functions
xiv. PDI and checks made
xv. Time taken in documentation
xvi. Salesman follow up
xvii. Reminder of first service xviii. Action to complains
xix. Replacement condition
53 GRAPHICAL DATA INTERPRETATION
1. Which types of customer Attitude towards motor bike?
Male 99.5
Female 0.5
Interpretations: Shown in the above graph shows that 99.5% male has been preferably to motor bike and rest of female prefer than.
54 2. Which people attitude towards motor bike?
Married 15%
Unmarried 85%
Interpretation:
85% unmarried people attitude towards motor bike whenever rest of 15% married people attitude towards motor bike.
55 3. Age group of consumers towards motor bike:
Age Group 18-25 25-35 35-45 About 45
Percentage 65% 20% 10% 5%
Interpretation:
65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age group of 35-45 and the rest of age group above 45 years old.
56 4. Professionally/Occupationally consumer attitude towards motor bike:
Student 45%
Service 40%
Business 5%
Self Employed 5%
Others 5%
Interpretation:
Occupationally and professional the motor bike has been used i.e. 45% preferred by student, in the service level it is used 40% and the rest of used in business, self employed and for other purposes used.
57 5. Incomewise customer attitude towards motor bike:
10000-15000 35%
15000-20000 40%
20000-50000 15%
50000-100000 5%
Above one lac 5%
Interpretation:
In the base of economically, it is used in the base of income i.e. 35% of income group 10,000-15,000, 40% of 15,000 - 20,0000, 15% of income group of 20,000-50,000 and rest of used in the rarely above income of 50,000.
6. Which company bike and models liked by all? 58 Hero Honda 40%
Bajaj 45%
Yamaha 10%
TVS 3%
Honda 2%
Interpretation:
40% motor bike company and its models liked by people of Hero Honda, second position of Bajaj and third position of Yamaha and rest of TVS and other companies.
59 7. Are customer satisfaction towards bike?
Yes 99.50%
No 0.50%
Interpretation:
Approximately 100% customer satisfaction level of motor bike products and a rarely can say that no comments about it.
60 8. Bikes are generally adopted by:
Speed 40%
Power/BHP 5%
Mileage 30%
Design 5%
Brand 5%
Pick up 2%
Color 5%
Comfort 8%
Interpretation:
65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age group of 35-45 and the rest of age group above 45 years old.
61 9. People know about the bike?
TV 35%
Newspaper 15%
Friend 12%
Product Show 10%
Family 8%
Test Ride 2%
Internet 10%
Hoarding 8%
Interpretation:
The aware and know about motor bike products about 35% by TV channels, 15% newspapers / magazines, 12% by friends, 10% by product show, 10% through internet, 8% by family and others through test riding and hoardings.
62 10. Why do you drive bike / two wheelers?
Passion 30%
Self Satisfaction 8%
Cruising / Long Drive 30%
Show Off 2%
Commuting 20%
Power 10%
Interpretation:
The most important things to likewise any brand of motor bike through company, brand, passion and fashion, satisfaction and comfortability i.e. in the base of passion 30%, long drive 30%, commuting 20% and power 10% and the rest of others.
63 11. Whom did you purchase a bike?
Family 40%
Yourself 30%
Son 20%
Girl Friend 10%
Interpretation:
The common factor which is the bike has been purchased somehow the main aim to factorize the commit for family, self, son or daughter and others.
Firstly, 40% of bike has been purchase having in the mind of family commit, self 30%, 20% for son and 10% for others.
64 12. Why did you purchase a bike?
Brand Value 80%
Design 5%
Publicity 14%
Scheme 0%
Gift 1%
Interpretation:
The bike has purchased according to brand value, design, publicity and others base. The common factor, in the present firstly brand value is the main factor i.e. 80% people has been purchased any motor bike and 14% has been purchased having the main factor of publicity.
65 13. Which type brakes liked by customers favourite bike?
Disc Brake 85%
Drum Brake 15%
Interpretation:
The main factor is used for customer favourably through disc brake and drum brake. It is 80% used disc brake and rest of used drum brake.
66 14. Which types of wheels are attracted to customers?
Spoke Wheel 20%
Alloy Wheel 80%
Interpretation:
The main attraction through spoke wheels and alloy wheels, i.e. is 80% customers preferred to alloy wheels and rest of preferred to spoke wheels.
67 15. How was your experience?
Good 20%
Excellent 75%
Satisfactory 5%
Not Good 0%
Interpretation:
In the most preferred through experience i.e. the good, and excellence and satisfactory based. In the survey it has been found that 75% excellence and 20% has been telling about with good theme.
68 16. Customers attitude towards servicing of motor bike:
Showroom 95%
Road Mechanic 5%
Interpretation:
The main important thing that the motor bike servicing factor where it will be better do for that. 95% customers attitude towards servicing of motor bike in showroom and rest of road mechanic.
69 17. Did the customers attitude towards get the full value of money with the product?
Yes 100%
No 0%
Interpretation:
100% customers attitude has been found towards full value money has taken over all the products.
70 18. Customer attitude towards the feeling about dealer services represents the current brands.
Extremely Well 45%
Very Well 50%
Average Not Very Well 5%
Not Well at All 0%
Interpretation:
Yes, 50% customers has been highlight about brands and can have very well whenever 45% extremely well and rest of average.
71 CHAPTER - 7
FINDINGS OF RESEARCH
72 FINDINGS OF THE RESEARCH
BRANDS Hero Bajaj Honda TVS Suzuki Yamaha Honda
PARAMETERS Gender Male Male Male Male Male Male Marital status Unmarried Unmarried Unmarried Unmarried Married Unmarried Profession Salaried Salaried Salaried Salaried Salaried Salaried Age 21-25 21-25 21-25 21-25 21-25 26-30 Education Graduate Graduate Graduate Graduate Graduate Graduate Dealer’s Good Good Good Good Good Good attitude Explanation of Good Good Good Good Average Average Of product feature Sales terms Very Good Good Average Good Average and Good Condition Product Good Good Good Good Good Good display Cleanliness Good Good Good Good Good Good Atmosphere Good Good Good Good Average Good Cleanliness of Good Good Good Good Good Good purchased bike Timely Very Good Very Good Good Good delivery of Good Good bike Explanation of Good Good Good Average Average Good bike function PDI and Good Good Good Good Average Average Check Time taken in Good Good Good Good Average Good documentation Salesman Average Average Good Average Average Good follow up Remainder of Good Poor Average Poor Average Good first service Prompt action Good Good Good Good Average Good to complaints 73 Replacement Might or Might or Probably Might or Might or Might or might not might not Buy might not might might not buy buy buy not buy buy The chart represents the analysis of the covered brands on the basis of different parameters
Interpretation:
1. Out of the six brands covered the respondents of Suzuki are generally married while other brands have unmarried customers.
2. The average age of a Yamaha customer comes out to be 26-30 yearsas compared to others brands average customers age which is 21-25 years.
3. When explanation of product features comes into view; only Yamaha customers rank them average; others says it’s good.
4. Hero Honda and Honda are most favored brands when timely delivery of bike comes into picture.
5. Suzuki customers says that they have to run after their dealers for the documentation of the delivery done while others say they are satisfied.
6. Yamaha is best when sales follow up after delivery is concerned.
7. The most important point that comes up after analysis is that almost every brand of customer wants a change but Yamaha customers are generally loyal to their brand.
To conclude it can be said that almost every brand lacks in terms of sales follow up. So this is the area where Yamaha can focus and position its bikes.
Secondly, there is huge market for bikes because almost every bike user wants to change its bike because of some or the other reason.
Lastly, Yamaha has a good market image but a minimum number of users are new. The most raring point is that Yamaha in spite of having a low market share is able to retain most of its customers.
74 CHAPTER - 8 GAPS IN LITERATURE
75
GAPS IN LITERATURE
The research has showed following gaps
Average age –26-30 years. the average age of Yamaha bike users was assumed to be 21-25 years . but from the survey it was found that the average age of Yamaha bike users lie between 26-30 years of age.
Profession –Salaried; Young executives . before research students and young executives were considered to be the main customer of Yamaha.but our research has shown that the salaried class is the main customer of Yamaha .
From the research it can be easily inferred that the Yamaha customers are the most loyal customers as maximum number of Yamaha bike users are those who have already used Yamaha bikes . while the number of new customers are much less than that of other brands.
Competitive advantage - Speed Power Pick-up BHP
76 CHAPTER - 9
SCOPE
OF
FURTHER
RESEARCH
SCOPE OF FURTHER RESEARCH
There are various conclusions that can be arrived at regarding the Indian two wheeler industry after the execution of this research . still the research can not be 77 considered as totally exhaustive . there are various areas that are beyond the scope of this research . this arises the need and scope of further research in this area . some of the possible arenas can be as follows :
Forecasting the market for two wheeler industry in coming 5 years .
Study of consumer behavior of Indian two wheeler industry .
Developing a model for success of a particular brand on the basis of arrived conclusions.
Developing a model of bike on the basis of responses of the customers to stabilize in the market ; determining the optimum combination of mileage and price.
CHAPTER - 10
78 PROBLEM IDENTIFICATION
PROBLEMS IN YAMAHA
79 Yamaha bikes have a poor mileage it needs to create a positive image in the mind of its customers .
They lack style and innovation.
Yamaha lacks in aggressive marketing strategy.
Indian customers are mainly commuters and not bikers.
Yamaha has no raring 150 cc range bike.
People having a halo image of RX-100.
Yamaha has lost trust among Indian consumers by producing bikes like YBX, Fazer and Libero.
High maintenance cost.
Dearer accessories.
Yamaha has no vulnerable bike to compete with high mileage bikes of TVS and Hero Honda.
80 CHAPTER – 11
CONCLUSION
81 CONCLUSION
From the research following facts about Indian two wheeler industry has been inferred:
Age group –
21-30 years
Profession –
Mostly salaried
Customers are generally satisfied with attitude of dealers at the time of sales.
Every brand of bikes have a poor response in terms of sales follow up.
Hero Honda is the most famous brand.
Favored bikes in today’s date are –
Hunk
Pulsar
Apache
Customers stress on quality as complimentary to looks.
Mileage is what everybody wants.
In fact, the dealership of Surajpur, Greater Noida is found good having with customers attitude and behaviour to Dealership evaluation other than found of Haridwar.
82 CHAPTER – 12
SUGGESTIONS
SUGGESTIONS
83 1. INTRODUCTION OF NEW BRANDS – Yamaha should introduce new bikes in the market. It will definitely make the market oligopolistic , but will improve the condition of Yamaha .
2. BIKE IN 150 CC SEGMENT – Yamaha does not has any successful bike in this segments . Yamaha needs to introduce a bike in this segment which can compete with the other brands on price , power, pick-up , mileage and style .
3. INTEGRATION OF MARKETING AND R & D DEPARTMENT - Yamaha has got best R&D facilities and international design of sports bikes. It needs to integrate its efforts together with other department more specifically marketing wing and try to give customers what they want.
4. It has been found from the research that Yamaha has got the most loyal customers but when it comes to Yamaha , people still talk about RX- 100. yamaha should develop a bike like RX-100, and this time mileage and style should alos be considered.
5. 360 degree marketing approach and need to follow aggressive promotional campaigns to grab a larger piece of pie in the motorcycle segment.
6. Focus should be on teenagers, young and executives as they represent largest portion of the bike user segment.
7. Provide better sales follow up which almost every brand lacks – the research has showed that the bike users of all brands are dissatisfied with their ‘after sales experience’ .this is a big loop hole which yamaha can use to improve its brand image and to gain more customers.
8. Indian customers generally do not use bike for fashion but as a necessity so mileage should be a concern, so it needs to create a better image in the mind of its customers regarding mileage.
84 CHAPTER - 13
LIMITATIONS
85 LIMITATIONS
1. Research was limited to only two wheeler motorcycle industry.
2. Research was restricted to Noida only.
3. Since it is limited only to two wheeler motorcycle industry so the entire customer satisfaction level while and after purchasing a product cannot be projected on this research.
4. Sometimes it was very difficult to get the necessary information as filling the questionnaire required time.
5. Research could have been wider in scope if along with customer satisfaction level consumer behavior pattern was also studied.
86 CHAPTER - 14 ANNEXURE
COMPETITOR CUSTOMER SATISFACTION SURVEY
CUSTOMER NAME -- Town: 87 Phone number …………………….. State:
Email id ……………………………
Address of the customer…………………………………………………………......
…………………………………………………………………………………….. ……..
Name of the freelancer: …………………………………………………………………
A. Are you – (please tick )
Male -- Female Married -- Unmarried Salaried -- Business
B. Age -- ……………………
C. Education ………………………………..
1. Which motorcycle do you have ?
( Please tick ) a. Hero Honda b. Bajaj c. Honda d. Tvs e. Suzuki. F. Yamaha g. Others please specify…………………………….
2. How did you first learn about the motorcycle you purchased?
( Please tick ) a. Dealership visit b. Friend c. Product show d. Family e. Magazine articles f. Saw one in use g. Advertisement h. Test ride i. Others …..Please specify…………………….
DURING SALES EVALUATION ----
88 1. When you bought your new motorcycle, how satisfied were you with the performance of the dealership sales personnel on each of the items below: a. Attitude ( Friendliness ) 1 2 3 4 5 b. Explanations of product features. 1 2 3 4 5 c. Explanation of sales terms and conditions. 1 2 3 4 5
2. How satisfied are you with the dealer shop. a. Product display 1 2 3 4 5 b. Cleanliness 1 2 3 4 5 c. Atmosphere 1 2 3 4 5
DURING VEHICLE DELIVERY EVALUATION ---
1. How satisfied were you with the motorcycle delivery. a. Cleanliness of your purchased motorcycle at delivery 1 2 3 4 5 b. Timely delivery of the bike 1 2 3 4 5 c. Explanation of motorcycle functions at delivery 1 2 3 4 5 d. Proper PDI and checks made. 1 2 3 4 5 c. Timely documentation of the delivery done 1 2 3 4 5
89 AFTER SALES EVALUATION ---
1. After you bought your new motorcycle , did the dealer staff -- a. Salesman follows up for your first experiences. 1 2 3 4 5 b. Did the dealership remind you for first service due? 1 2 3 4 5 c. Did the dealership take prompt actions to your complaints? 1 2 3 4 5
A - If for any reason, you had to replace your Current motorbike, do you think you would buy from the same dealer?
(Please tick) a. Definitely buy b. Probably buy c. Might or might not buy d. Probably not buy e. Definitely not buy
Reasons ……………………………………………………………………………………..
B. If you planning to buy a new bike which brands it would be?
……………………………………………………......
C. If not same company then Why?
………………………………………………………………………………………… ………………………………………………………………………………………… …………
D. If you think of buying a Yamaha bike in future which features will make you buy? a. Mileage b. Style c. Color d. Power e. Brand f. Price g. Service h. BHP i. Pick up j. Quality k. All purpose l. Maneuverability m. Speed n. Reliability o. Riding comfort
E. Please comment on Yamaha’s Brand Image in the 2 wheeler industry now ? 90 ………………………………………………………………………………………… …….
F. Please rate the following….. a. Yamaha’s sales standard 1 2 3 4 5 b. Yamaha’s service standard 1 2 3 4 5
G. What are the reasons Yamaha is not doing well ?
………………………………………………………………………………………… ………………………………………………………………………………………… ………….
E. How well do you feel the dealer services represent the Current Brand you using?
(Please tick)
a. Extremely well b. Very well c. Average not very well d. Not well at all
F. HOW TO MAKE A CUSTOMER ORIENTED COMPANY ---
SUGGESTIONS IF ANY --- ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… ………………
(PARAMETERES) --
1 = VERY BAD 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD
91 YAMAHA CUSTOMER SATISFACTION SURVEY
CUSTOMER NAME -- Town:
Phone number …………………….. State:
Email id ……………………………
Address of the customer…………………………………………………………......
…………………………………………………………………………………….. ……..
Name of the freelancer: …………………………………………………………………
A. Are you – (please tick )
Male -- Female Married -- Unmarried Salaried -- Business
B. Age -- ……………………
C. Education ………………………………..
1. How did you first learn about Yamaha motorcycle you purchased?
( Please tick ) a. Dealership visit b. Friend c. Product show d. Family e. Magazine articles f. Saw one in use g. Advertisement h. Test ride i. hOthers …..Please specify…………………….
92 DURING SALES EVALUATION ----
1. When you bought your new Yamaha, how satisfied were you with the performance of the dealership sales personnel on each of the items below: a. Attitude ( Friendliness ) 1 2 3 4 5 b. Explanations of product features. 1 2 3 4 5 c. Explanation of sales terms and conditions. 1 2 3 4 5
2. How satisfied are you with the dealer shop.
a. Product display 1 2 3 4 5 b. Cleanliness 1 2 3 4 5 c. Atmosphere 1 2 3 4 5
DURING VEHICLE DELIVERY EVALUATION ---
1. How satisfied were you with the motorcycle delivery.
a. Cleanliness of your purchased motorcycle at delivery 1 2 3 4 5 b. Timely delivery of the bike 1 2 3 4 5 c. Explanation of motorcycle functions at delivery 1 2 3 4 5 d. Proper PDI and checks made. 1 2 3 4 5 c. Timely documentation of the delivery done 1 2 3 4 5
AFTER SALES EVALUATION --- 93 1. After you bought your new Yamaha , did the dealer staff -- a. Salesman follow up for your first experiences. 1 2 3 4 5 b. Did the dealership remind you for first service due. 1 2 3 4 5 c. Did the dealership take prompt actions to your complaints. 1 2 3 4 5
2. How is your experience with the rest of the free services or
paid services you got from the Yamaha dealership. 1 2 3 4 5
Any Comments
………………………………………………………………………………………… …….
A - If for any reason, you had to replace your YAMAHA, do you think you would buy from the same dealer?
(Please tick )
a. Definitely buy b. Probably buy c. Might or might not buy d. Probably not buy e. Definitely not buy
B. If you planning to buy a new bike which brand it would be?
……………………………………………………......
C. If not Yamaha then which Brand and why ?
94 ………………………………………………………………………………………… ………………………………………………………………………………………… …………
D. How well do you feel the dealer services represent the Yamaha brand?
( Please tick )
a. Extremely well b. Very well c. Average not very well d. Not well at all
95 E. HOW TO MAKE YAMAHA A CUSTOMER ORIENTED COMPANY ---
SUGGESTIONS IF ANY --- ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… …………………….
( PARAMETERS ) --
1 = VERY POOR 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD
96 PARAMETER FOR QUESTIONNAIRES EVALUATION
DURING SALES EVALUATION ----
1. When you bought your new Yamaha, how satisfied were you with the performance of the dealership sales personnel on each of the items below: a. Attitude ( Friendliness )
5 = The 4 = The 3 = The 2 = The 1 = The customer was customer customer customer customer promptly was greeted was greeted was not was not greeted and and took but took a greeted and greeted and guided to the some time to lot of time just send to not even respective be guided to (15 min) to the send to the salesman the be guided to respective respective respective the salesman salesman salesman respective salesman
b. Explanations of product features.
5 = The 4 = The 3 = The 2 = The 1 = The salesman was salesman was sales man salesman salesman able to explain able to was able to was able to was not all FAB of the explain FAB explain explain able to product and its of our only key only a few explain any competition products features features features
c. Explanation of sales terms and conditions.
5 =salesman 4 = salesman 3 = salesman 2 = 1 = salesman explained all explained explained few salesman didn’t explain the sales most of the sales term only any sales term terms and sales terms and mentioned and condition conditions and condition conditions the sakes term and conditions
97 2. How satisfied are you with the dealer shop. a. Product display
5 =Bikes 4 = Bikes 3 = Bike were 2 = = 1 = The bikes were well were arrange in a Bikes were arranged arranged well manner that were crammed in and could be but not only one sides cramped space and seen from all visible from were visible in small arranged angles all angles spaces haphazardly and no space between them b. Cleanliness
5 = 4 = The 3 = The 2 = The 1 = Everything showroom is showroom is outside Everything clean( inside clean but a little dusty dirty but dirty and and outside) outside is and dirty inside littered little dirty clean c. Atmosphere
5 = There 4 = The 3 = The 2 = Only a 1 = There were was adequate customer seating was few chair no chairs in the seating for lounge had a on first come were there in showroom no all customers good first serve the TV and no and the selection of basis and showroom magazine and lounge was magazine small and the TV the temp. in the well stocked and the TV number of was not showroom was with was not magazine working and extremely magazine, working all were there were no uncomfortable news paper the time with available magazine and the TV adequate and the was running seating and and the temp. in the with the the temp. in temp. in the showroom approved the showroom was bad videos and showroom was ok the temp. in was the comfortable showroom was pleasant
98 DURING VEHICLE DELIVERY EVALUATION
1. How satisfied were you with the motorcycle delivery. a. Cleanliness of your purchased motorcycle at delivery
5 =the bike 4 = the bike 3 = somewhat 2 = dirty 1 = dirty and was spotless , was almost clean with had scratch perfectly clean and was hand marks cleaned and handed marks handed over properly
b. Timely delivery of the bike
5 =the bike 4 =the bike 3 = the bike 2 = the 1 = the bikes was was delivered was delivered bike was was not delivered on the same on the same delivered delivered on immediately day but had day within 2 the same the same day after the PDI to wait for 2 hours day but despite of hours in the waiting long. second It was half of delivered the day after 2-3 days
c. Explanation of motorcycle functions at delivery
5 =The 4 = the 3 = the 2 = the 1 = the serviceman serviceman serviceman serviceman serviceman explained all tried to was not could could not the features explain all forthcoming explain a explain the and gave the features in explaining few features and complete and the features maintenance the maintenance maintenance and tips only maintenance tip tips maintenance tips tips
99 d. Proper PDI and checks made.
5 =proper 4 = 5 out of 6 3 = 4 out of 6 2 = things 1 = PDI was PDI was the things things were were not done done and the were checked checked and noticed before booklet was and the the booklet but not delivering and filled booklet was was not filled checked the booklet filled and the was not filled (frame, booklet engine, was not electrical filled ,road test ,battery, oiling, tyre check )
c. Proper documentation of the delivery done
5 =complete 4 = 3 = 2 = wrong 1 = documentation documentation documentation documentationdocumentation of delivery was was done but was done but was done was not done done few some most of the information information was was incomplete. incomplete
AFTER SALES EVALUATION ---
1. After you bought your new Yamaha , did the dealer staff --
a. Salesman follow up for your first experiences.
5 = 4 = 3 = 2 = 1 = No Permission Permission Permission Permission permission with date and taken with taken but with not taken taken. time taken for some details no details but interest the first shown. follow up
100 b. Did the dealership remind you for first service due.
5 4 = 3 =dealership 2 = 1 = dealership =dealership dealership reminded for dealership didn’t remind reminded for reminded for the first reminded for the first the first the first service due a for the service due at service due a service 2 days day before first all 3 days before service on before the due day itself
c. Did the dealership take prompt actions to your complaints.
5 = 4 = listened 3 = listen and 2 = just 1 = not Complains and resolved resolve in a listen listening and were heard long period of not resolving and resolved time quickly
F. Please rate the following:
a) Yamaha s sales standard
5 =all the 4 = 5 out 3 = 4 out 2 = 1 = no features and of 7 of seven some product benefits were features features features feature explained(YTPS, and and were and comfort ride, benefits benefits told. benefit engine were were Benefits was told displacement, explained explained were CC, brakes not told ,price, mileage, petrol tank)
101 b) Yamaha s service standard
5 =all 22 4 = all 22 3 =15 out 2 = few 1 = service features of features of 22 features was not were were features were done checked, checked , were checked, the booklet the booklet checked, but the was filled was filled the booklet booklet and the but the was filled was not customer customer but the filled and was was not customers the informed. informed were not customer * informed was also not informed.
* refer to the Annexure. 1.1 For 22 features.
102 CHAPTER - 14
BIBLIOGRAPHY
103 BIBLIOGRAPHY
BOOKS
“BASIC ECONOMETRICS” ,D.N. Gujarati
“MARKETING RESEARCH” , N.K. Malhotra
“PRINCIPLES OF MARKETING” , Kotler , Armstrong
MAGAZINES / NEWSPAPERS
Business World
Business Today
The Financial Express
The Auto Industries – India & Abroad
The Times of India
WEBSITES
www.indianauto.com
www.yamaha-motors-india.com
www.bikes.com
104 CUSTOMER SATISFACTION OF TWO WHEELERS INDUSTRY
1. Name : 2. Gender : (M/F) 3. Marital Status: i. Married ii Unmarried 4. Phone No.: 5. Location/Address: 6. Age Group(in years): i. 18-25 iii 25-35 ii. 35-45 iv Above 45 7. Profession/Occupation : i. Student iv. Self ii. Service Employed iii. Business v. Others
8. Income(in Rs.):
i. 10000- iv. 50000- 15000 100000 ii. 15000- v. Above one 20000 lakh iii. 20000- 50000 9. Which company bike & model you are having?
i. Hero iv. TVS……… Honda…… …. …… v. Honda…… ii. Bajaj…… ….. …….. vi. LML……… iii. Yamaha… … ………. 10. Date/Year of Purchase: ………………..
11. Are you satisfied with the product?
(i) Yes (ii) No
12. What do you like iv. Design/Gr in the bike? aphics v. Brand i. Speed vi. Colour ii. Power/BH vii. Comfort P viii. Style iii. Mileage ix. Quality x. Pick up 105
13. How did you know about the bike?
(i) TV (v) Family (ii) News (vi) Internet Paper/Mag (vii) Test Ride azine (viii) User (iii) Friend (ix) Hoarding (iv) Product Show
14. Why do you drive bike/two wheeler?
(i) Passion (iv) Commutin (ii) Self g Satisfactio (v) Show n Off/Status (iii) Cruising/lo Symbol ng Drive (vi) Power
15. For whom did you purchase the bike? (i) Family (iv) Your Girl (ii) Yourself Friend (iii) Your son
16. Why did you purchase the bike? (i) Brand (iii) Publicity Value (iv) Scheme (ii) Design (v) Gift
17. Which type of brakes do you like in your favourite bike? (i) Disc (ii) Drum Brake Brake
18. Which types of wheels are attracted by you? (i) Spoke (ii) Alloy wheel wheel
19. Dealership & Location ………………………………. ……………… 20. How was your experience? (i) Good (iii) Excellen (ii) Satisfact t ory (iv) Not Good
21. if not satisfied, why? (i) Sales (iii) Commit (ii) Scheme ment s (iv) Product (v) Service 106 22. Servicing: (i) Show (ii) Road room Mechani c
23. Did you get the full value of your money with the product? (i) Yes (ii) No
107
24. DURING SALES EVALUATION…
1. When you bought your new motorcycle, how satisfied were you with the performance of the dealership sales personal on each the items below: a. Attitude (friendliness) 1 2 3 4 5 b. Explanations of product features 1 2 3 4 5 c. Explanations of sales terms & conditions 1 2 3 4 5
2. How satisfied are you with the dealer shop: a. Product display 1 2 3 4 5 b. Cleanliness 1 2 3 4 5 c. Atmosphere 1 2 3 4 5 (PARAMETERS)_ 1=VERY BAD 2=POOR 3=AVERAGE 4=GOOD 5=VERY GOOD
25. DURING VEHICLE DELIVERY EVALUATION….
How satisfied were you with the motorcycle delivery: a. Cleanliness of your purchased motorcycle delivery 1 2 3 4 5 b. Timely delivery of the bike 1 2 3 4 5 c. Explanations of motorcycle functions at delivery 1 2 3 4 5 d. Proper PDI and checks made 1 2 3 4 5 e. Timely documentation of the delivery done 1 2 3 4 5
26. AFTER SALES EVALUATION-
After you bought your new motorcycle, did the dealer staff: a. Salesman follows up for your first experiences. 1 2 3 4 5 b. Did the dealership remind you for first service due? 1 2 3 4 5 c. Did the dealership take prompt actions to your complaints? 1 2 3 4 5
27. How well do you feel the dealer services represent the current brand? i. Extremely well ii. Very well iii. Avearage not very well iv. Not well at all