Yamaha

TABLE OF CONTENT

Chapter 1: Executive summary (Brief description of training-HR department, Objective of study)

Chapter 2: Introduction about the company

History

Product line

Competitors

Chapter 3: Research methodology

Chapter 4: Data Analysis & Interpretation

Chapter 5: Suggestion, limitations & Conclusion

Chapter 6: findings and conclusion

Bibliography

Reference

CHAPTER-1

Executive Summary:

Some of the major players that dominate the global Motorcycle market are Honda, Yamaha,

Suzuki, Kawasaki, and Kinetic. Whereas the Indian market shows dominance of players like

Hero Honda, Honda, Bajaj Auto Ltd, TVS motors, Kinetic, LML and Yamaha.

The focus of the study is INDIA YAMAHA MOTORS which holds approximately 3 % market

share in the Indian Motorcycle industry whereas it is the second biggest player in the

International Motorcycle Industry.

So to resolve the problem in the Indian context Yamaha must study the customer behavior and

also take a feedback from the customer himself and also try to understand the trends in the

motorcycles segment in the Indian markets. In this report the focus is on the MEASUREMENT

OF CUSTOMER SATISFACTION with the pre sales service, after sales service and the bike

performance. Based on the results of this research India Yamaha Motors Ltd. can evaluate its

attributes, where it is leading and where it is lagging and can accordingly design a strategy to

overcome the problems and also formulate the strategy to attain the status of the No 1 customer

oriented company.

The research involved collecting extensive information about the company, its product line, its

dealerships and their operations and also collects the data on some parameters for its

competitors. The main reason for the data collection was to measure the customer satisfaction

level with the products and services offered by India Yamaha Motors. Keeping these parameters

in mind a questionnaire was designed which consisted of both open ended and close ended

questions to find out what the customer feels about Yamaha. The questionnaire was divided into

2 parts: The first part was for Yamaha customers focusing on what all problems do they face

with the product and quality of service. The second part of questionnaire was non Yamaha

customers which focused on their reason of not purchasing a Yamaha bike and what all attributes

they like in the competitor brands.

INTRODUCTION TO THE PROJECT

2.1 TITLE

Customer satisfaction of Yamaha and non Yamaha customers

2.2 OBJECTIVE

To measure the customer satisfaction of Yamaha and non Yamaha customers

To understand the various needs and expectations of the customers and give

suggestions on different areas for improving product quality, Pre sales service and

after sales service.

2.3 BACKGROUND OF THE PROBLEM

India Yamaha motor was at declining stage before July 2009, with it’s market share declining

rapidly. It tried to regain it’s market share with the introduction of new models and variants but it

was unsuccessful in regaining it’s lost market share. It started to regain it’s market share after the

launch of it’s premium segment motorcycle R15.

Their was a need to study the customer satisfaction level specifically after the launch of the 3

new bikes- FZ-S,FZ 16 and R15. These three bikes are currently the hot cakes of India Yamaha

Motors Pvt. Ltd. but due to cut throat competition the company always wanted to know the

current market perception of the brand and how well the efforts of the company are serving the

expectations of the customers.

Demand for the two wheelers has reached its advanced stage and is therefore expected to grow at

6-7% from 2010-2011 to 2012-2013. Rural markets will continue to fuel motorcycle sales,

though expected saturation in urban markets would restrict the motorcycle growth to lower

single digits in the long run.

The problem that a Yamaha motor is facing is low sales and lower market share despite of

remarkable growth in the motorcycle industry. It was the leading player in the early nineties and

in 2000 had a share around 20% which shrank to 4% by 2011 in a market which grew by 15%. It

is also facing strong competition from other automobiles manufacturers which is making it tough

for Yamaha to make its impact in Indian scenario.

KEY PLAYERS IN THE MOTORCYCLE INDUSTRY

Yamaha: With the slack in sales and nothing new to offer, Yamaha India

sales were going down the drains few months back. And then they launched what they are

synonymous for - Power. With the launch of the macho stud FZ series of bikes and the technical

gem R15, Yamaha has only seen the upward trend. May 2010 was no different for them,

registering an impressive 82% growth as compared to the corresponding period last year.

The company sold 16,952 units in May 09 against 9295 units during May last year. With the

launch of R15, it was evident that Yamaha is back into action and rest assured other companies

need to be wary of them. And with FZ-16, FZ-S, Gladiator and R15 in their kitty, rest assured

they are doing every bit not to let the competition run away with glory.

Hero Honda: Starting with the ever so strong and ever so selling, Hero

Honda which sells more than half of the bikes sold in India. They remain at the top selling more than

double the bikes sold by the Bajaj, the second number manufacturer. The reliability and trust of their

products is clearly visible by the sheer number of bikes sold by them. Hero Honda reported a 22.5%

increase in their sales in May 09 selling 3,82,678 units over 3,12,317 units last May. Pawan Munjal,

managing director and chief executive officer, Hero Honda said with more than 57% share in the

domestic motorcycle market, the company is in the strongest position in its history.

Bajaj Auto: After selling a very dismal 60,000 odd bikes in Dec 2008,

people were gloomy about the step which Bajaj took of exiting the 100cc segment. But since

then, Bajaj has only seen the upward trend and this month sold a healthy 1, 65,049 motorcycles

which formed the major chunk of their 1,65,697 total 2-wheelers sold from their stable. Total 2

& 3 wheeler sales stood at 1,85,341 units which included 19,644 3-wheelers and 58,682 exports.

Considering the fact that, India still trusts 100ccs much more than the bigger segments, this is a

commendable job from Bajaj, more so because they achieved this feat without 100ccs (as they

have quit the 100cc segment few years ago).

TVS Motors: TVS Motors registered an impressive 5% growth in May 2011,

registering a total two-wheeler sales of 1,18,574 units as compared to 1,12,770 units during the

same month last year. TVS managed to sell 53,495 bikes in India as compared to 54,717 units

recorded in May 2008. Scooters sales stood at 22,486 units as compared to 22,931 units in May

last year. The exports market saw a dip to 11,135 units against 14,017 units in May last year.

However, the company witnessed an increase of 10% in exports over the previous month of

April 2010.

INTRODUCTION TO INDIA YAMAHA MOTORS:

YAMAHA MOTOR CORPORATION, JAPAN

The Yamaha Corporation is a multinational corporation and conglomerate based in Japan with a

wide range of products and services, predominantly musical instruments, motorcycles, power

sports equipment, and electronics. Yamaha Motor Company Limited 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. Currently the president of Yamaha Motor Corporation is Mr Takashi Kajikawa .

Graph : Sales (%) by product category (consolidated)

Graph: Sales (%) by region (consolidated)

Yamaha Motor India Private Limited is 100% subsidiary of Yamaha Motor Corporation limited ,

Japan. 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 YMC, 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 3000 employees, India Yamaha Motor

is highly customer-driven and has a countrywide network of over 400 dealers

CHAPTER-2

HISTORY

1960 - Secured license under technical collaboration with CEKOP, Poland

1961 - Obtained 23 acres of land for separate factory

1962 - Assembly and partial manufacturing started in plant 1

1964 - Machinery was installed in the new building

1965 - Manufacturing activities shifted from plant 1 to the present building

1972 - GTS - a small motorcycle was introduced

1979 - Entered in technical collaboration with Yamaha Motor Company of Japan for

manufacturing 350cc motorcycle

1983 - Letter of indent obtained for manufacture of 100cc motorcycle

1983 - Launched 350cc motorcycle in the market all over India

1984 - On identified scale, manufacturing facilities of various components were improved upon

by the introduction of 4th

generation machinery equipment

1984 - 175cc Super-D model was introduced

1985 - Started manufacturing of RX-100cc motorcycle in technical collaboration with Yamaha

Motor Company, Japan

1985 - Installed “UYEMURA”, automatic electroplating plant

1989 - Introduction of indicators in existing 175cc Rajdoot motorcycle1990 - Up gradation of

175cc motorcycle by introducing newer technology andstyling such as bringing in of EXCEL-T

with telescopic front forks/modern system

1993 - Electronic ignition system of Rajdoot launched

1995 - Started manufacturing 50cc moped on 31st

March

1996 - ISO 9001 was achieved

1997 - Launch of Yamaha RXZ and 175cc Escorts ACE

1998 - YBX 4-stoke bi-wheeler was launched

2000 - YD-125 launched

2000 - Share of Yamaha Motor Company, Japan rose to 74%, so take over of Escorts Yamaha

Motor Ltd. (EYML) and conversion to Yamaha Motor EscortsLtd. (YMEL)

2000 - Yamaha Crux launched in December

2001 - On 14th

June, Yamaha Motor Escorts Ltd. was officially taken over byYamaha Motor Company, Japan

2002 - Libero

HIERARCHY

1) Deputy General Manager

Middle Management

Department Chief Manager

2) Manager

Assistant Manager

Junior Management

3) Senior Superintendent

General Supervisor / Superintendent / Senior Engineer

Supervisor / Assistant Superintendent / Engineer

PRODUCT LINE

The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke

motorcycle RX 100. India Yamaha motors have divided the Indian two wheeler market into 5

segments according to:

Price

Product positioning

Psychograph of the customers

PREMIUM DELUXE EXECUTIVE STANDARD BASIC

YZF R15

(150cc)

FZ 16 (150cc)

FZ-S (150cc)

Frazer (150cc)

Gladiator

(123.7cc)

G5 (106cc)

Alba

(106cc)

Crux (105.6cc)

STRENGTHS -

Continuous product improvement in accordance with demanding customers,

standard through a good R&D unit.

Customer satisfaction and high quality product with advanced and latest

technologies.

The distribution network of Yamaha Motors is very wide and spread across the

country.

Yamaha Motor products extend from land to sea and even into the skies, with

manufacturing and business operations that include everything from

motorcycles, PAS electro-hybrid bikes, marine and power products to

automotive engines.

YAMAHA has in-house facility for machining, welding processes as well as

finishing processes of electroplating and painting till the assembly line.

WEAKNESSES –

Yamaha has a narrow product line as far as motorcycles in India are considered.

Yamaha has not given proper attention to the Manufacturer relationship related

aspects like 'concern for dealer profitability' and 'management willingness to

resolve dealer problem' which directly affects the sales of motorcycles.

Cyclic fluctuation in demand for automobiles.

Growth of auto-industry getting hampered due to lack of capacity and high fuel

cost.

COMPETITORS

Competitor of YAMAHA in all segment premium, deluxe, executive Entree level based on bike cubic capacity and price & physiology of customer

100CC BIKE IN INDIA

MODEL ENGINE CAPACITY

WEIGHT DIMENSION PRICE FULE TANK

MAX POWER

SPECIAL FEATURES

BAJAJ PLATINA 99.27CC 113KG 1990*770*1090 35,000 13LIT 8.2BHP7500RPM

EXCLUSIVE STREAK DESIGN

HERO HONDA CD DAWN

97.2CC 108KG 1980*720*1045 32,000 10.5LIT 7.4BHP8000RPM

ECONOMIC AND ROCK SOLID

HERO HONDACD DELUXE

97.2CC 108KG 1980*720*1045 32,012 10.5 7.5BHP8000RPM

STYLISH LOOK THROUH NUMBER OF COLURS

HERO HONDA PASSION PLUS

97.2CC 116KG 1980*720*1065 43,250 12.5LIT 7.5BHP8000RPM

ALL NEW IMPRESIVE DESIGN WITH HOST OF SAFTEY

HERO HONDA SPLENDOR

97.2CC 100KG 1950*740*1040 40650 10.5LIT 7.1BHP8000RPM

SPECIALISED BIKE FOR OFFICE GOERS

TVS CENTRA 99.8CC 109KG 34900 11LIT 7.5BHP7500RPM

LAUNCHED WITH THE LATEST VTI

YAMAHA ALBA 99.8CC 123K 1300mm wheelbase

38500 13LIT 7.6BHP7500RPM

UNIKE BLEND OF STYLE AND STEADNESS

YAMAHA CRUX 105.6CC 105KG 1997*735*1055 38000 11LIT 7.6BHP7500RPM

COMFORT RAIDING ANDEASE OF HANDLING

YAMAHA LIBERO G5

97.2CC 119KG 2000*730*1050 40000 13LIT 7.6BHP7500RPM

INNOVATIVE DESIGN

XENETIC ROCK 97.2CC 87KG 1930*740*800 20000 10LIT 6.7BHP LOWEST PRICE

125 CC BOKE IN INDIA

MODEL ENGINE CAPACITY

WEIGHT DIMENSION PRICE FULE TANK

MAX POWER

SPECIAL FEATURES

YAMAHA GLADIATOR

123.7CC 123KG 2065*730*1100 42000 13LIT 8KW7500RPM

AIR COOLED 4STROKE SOCH 125CC ENINE

BAJAJ DISCOVER

124.5CC 125KG 2030*760*1065 50,000 10LIT 16.5BHP8000RPM

POWERFULL DTSI ENGINE TECHNOLOGY

BAJAJ PLATINA DTSI

124.6CC 113KG 1990*770*1090 40000 13LIT 9.5BHP7000RPM

DTSI ENGINE TECHNOLOGY

BAJAJ WIND

124.58CC 121KG 2025*740*1115 40000 12LIT 10.8BHP8500RPM

ERGONOMIC DESIGN ,TEC ENGINE TECHNOLOGY

HERO HONDA GLAMOUR

124.8CC 118KG 2015*770*1136 46000 13LIT 7.16KW7500RPM

THE QUANTUM CORE ENINE COMPLEMENTED WITH ASTONISHING LOOKS

HONDA SHINE

124.6CC 122KG 2015*730*1070 48000 11LIT 10.3BHP7500RPM

KNOWN AS OPTIMAX

HONDA CBF STUNNER

124.7CC 129KG 2012*734*1113 50000 10LIT 11BHP8000RPM

STEEPED SEAT, FRIST BIKE IN125CC SEGMENT WITH TUBELESS TYRES

SUZUKE HEAT

124CC 110KG 2024*770*1085 38000 12LIT INSTENT PICKUPAND SMOUTH PERFORMENS

SUZUKE ZEUS

124CC 114KG 2024*770*1125 40000 12LIT PACKED WITH DYNAMIC TECHNOLOGY AND INCREDABLE STYLE

TVS FLAME 124.8CC 121KG 2030*760*1070 46000 8LIT 7.7KW8250RPM

DELTA WINGS DESIN

TVS VICTOR GLX125

124.8CC 118KG 2017*770*1136 38400 13LIT 7.16KW7500RPM

150 TO 500CC BIKE IN INDIA

Engine Capacity

Weight Dimension (LxWxH) (In mm

Price Range

(Approx. )

Fuel Tank

Max. Power

Special Features

Bajaj Avenger DTSi

180cc 154 kg1475 mm Wheelbase

Rs. 63,00014 Litres

16.5 bhp @ 8000 rpm

DTS-i engine and

Bajaj Pulsar 143.91cc 132 kg - Rs. 53,896 18 Litre

11.82 bhp @ 8500rpm

Eye-catching styling and enchaining engine technology.

Bajaj Pulsar DTSi

198.8 cc 145 Kg1340 mm Wheelbase

Rs. 70-75,000

15 Liters

18 Ps @ 8000 rpm

Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip Meters contribute to enhanced riding comfort.

Bajaj Pulsar DTS FI 220

220.0 cc 150 kg2035 x 1140 x 740

Rs. 80,00015 LIters

20 hp/15 kW @ 8500

Stylish body panels, front and rear tubeless tyres, 230 mm rear disc brake.

Bullet 350 346 cc -2120 x 1080 x 750

Rs.60,000 -18 bhp @ 5500rpm

Grand on road presence.

Bullet Electra 346 cc -2120 x 1080 x 750

Rs.60,000 -18 bhp @ 5500rpm

Offers generous power output, great stability and control.

Hero Honda Achiever

149.1 cc 134 kg - Rs 50,000 -10 kw (13.4bhp)

Unique designing and the latest PowerPro engine.

Hero Honda CBZ X-treme

149.2 cc 141 kg2080 x 1145 x 765

Rs 54,00012 Litres

10.6 KW @ 8,500 RPM

Diamond-frame type tubular chassis, stepped up pillion seat for extreme driving pleasure.

Hero Honda Hunk

149.2 cc 150 kg 2125 x 1160 x 755

Rs 79,000 15 Liters

16.8 bhp @

Sporty styling and offers great

7000rpmfuel efficiency and a power packed output.

Honda Unicorn

149.1 cc 139 kg2090 x 1095 x 750

Rs 51,20913 Litres

13.3 bhp @ 8000 rpm

Swift acceleration, superior mileage, international styling,

Royal Enfield Thunderbird

346 cc -2120 x 1080 x 750

Rs.80,000 -18 bhp @ 5500rpm

Thunderbird offers a sailing, comfortable and effortless motoring experience.

TVS Apache 147.5 cc 136 kg1260 mm wheelbase

16 Litres

13.5 bhp @ 8500 rpm

The design highlights of the bike offer a more aerodynamic looks.

TVS Apache RTR 160

159.7 cc 136 kg2020 x 1100 x 730

Rs. 62,00016 Litres

13.1 bhp @ 6500 rpm

Stylish split grab rail, Lightweight foot pegs, forged brake lever, stylish Black alloy wheels.

TVS Fiero FX 147.5 cc124 Kgs

2020 x 1110 x 750

Rs 45,00013 Litres

12 bhp (8.95 kW) @ 7000 rpm

Dynamic looking body with lots of power packed features

TVS 180 RTR Menace New

150 cc130 Kgs

2020 x 730 x 1100

Rs 80,00016 Litres

-Service Indicators

Yamaha FZ 16

150 cc124 Kgs

1,995 x 670 x 1,070

Rs 70,000-80,000

12 liters

-

The best looking naked bike in its class with its macho and muscular looks

500CC BIKE IN INDIA

Engine Capacity

Weight Dimension (LxWxH) (In mm)

Price Range( Approx. )

Fuel Tank

Max. Power

Special Features

Bullet Machismo 500 499 cc -

2120 x 750 x 1080

Rs.1.05 Lacs -17.64 KW @ 5600rpm

Head turning looks and 'tractor-like' pulling power at heart

Honda CBR1000RR 999 cc 179.8

2023 x 712 x 1133

Rs.12,50,000 Lacs

18 Litres

- ABS Braking

Honda CB1000R 1000 cc 2172090 x 775 x 2105

Rs. 9,50,000 Lacs

17 Litres

_ Dynamic Design

Suzuki Hayabusa 1340 cc 220 Kg2195 x 740 x 1170

Rs.12.5 Lacs21 Litres

Stunning styling with exhilarating performance.

Suzuki Intruder M1800R 1783 cc 319 Kg

2480 x 875 x 11785

Rs.12.5 Lacs19.5 Litres

4 Stroke, Liquid cooled, DOHC engine for ultimae cruising biking.

Yamaha MT 01 1500+ cc -2185 x 800 x 1105

- 15 Litre

66.3 kW (90HP) @ 4,750 rpm

1670 cc V-twin engine that generates a thundering torque of 3750 rpm.

Yamaha YZF R1 998 cc -2059 x 719 x 1110

Rs.11.00-11.50 Lacs.

20 Liters

175 bhp

Short stroke 998cc DOHC, 16-valve, liquid-cooled inline four-cylinder engine.

CHAPTER-3

RESEARCH METHODOLOGY

The questionnaire was administered to a sample of 2000 respondents rather than on a

census. There were 1492 respondents of Yamaha and about 576 responses from Non

Yamaha customers. All the data regarding the questionnaire was collected during the

course of the research from various states across India.

Structure of Questionnaire: The questionnaire consisted of both open ended and

closed ended question. The customer satisfaction was measure on a five scale

parameter from Highly dissatisfied to Highly satisfied.

Various parameters on which the Yamaha respondents where, interpreted included:

PRE SALES EVALUATION

Attitude.

Explanation of product features.

Explanation of sales terms and conditions.

Follow up action by dealer

Showroom ambience

Housekeeping facilities

Test ride facility

AFTER SALES EVALUATION

Service Station Ambience

Manpower employed

Availability of spare parts

Notification services by dealer

Quality of service

Availability of dealership/service centres

BIKE PERFORMANCE:

Quality of bike parts

Maintenance cost

Engine performance

Durability of the vehicle

HYPOTHESIS:

NULL HYPOTHESIS

1. H0: Customers are neutral with after sales service:

μ=3

(μ: The average satisfaction level of customer satisfaction with after sales service. )

2. H0: After sales do not affect the overall satisfaction level of customers.

β=0 ( β : The co-efficient of co-relation between after sales service and C.S.I)

3. H0: The overall customer satisfaction level is neutral for Yamaha customers.

CSI = 50

ALTERNATE HYPOTHESIS:

1. H1: Customers are satisfied with After sales service.

μ <3

2. H1: After sales service affect the Overall satisfaction level of customers.

β ≠ 0

3. H1: The customer satisfaction level is less than 50, i.e. Customers are more towards

satisfaction.

CSI < 50

2.9 RESEARCH INSTRUMENTS

Various Statistical tools were incorporated to analyse the responses.

ONE-SAMPLE T-TEST:

Using this statistical tool we try to analyse if there is any significant difference

between the calculated value and the expected value for test value of 3.

Our main objective of conducting this test was to find out whether the customers

perceive the image and goodwill of Yamaha as average (scale: 3) or not.

REGRESSION:

Regression is used to check if there is any relation between after sales service and

the Overall satisfaction level of customers.

CUSTOMER SATISFACTION INDEX (CSI):

Customer satisfaction index is a tool which gives the overall average satisfaction

level of customers.

It is calculated by assigning different weights to different parameters based on

relative importance of each parameter on the overall satisfaction level.

2.10 SAMPLE DESIGN

We chose the method of “Simple Random Sampling” for finding our target sample.

The sample size was 2000, where about 1492 are Yamaha Customers and 576 were

non Yamaha customers.

ZONE WISE SEGMENTATION OF DATA

Yamaha Customers Response rate –Zone wise

North Zone Punjab+ J&K+ Chandigarh+ HP=47,

Rajasthan=30, UP/UC=75, Delhi=92, Haryana=29

South Zone Karnataka=302, Kerala=94, Tamil Nadu=154,

Pondicherry+ Andaman=10, Andhra Pradesh=111

East Zone Assam+ Manipur + Meghalaya +Mizoram+

Nagaland+ Sikkim+ Tripura + Arunachal

Pradesh=24, West Bengal =56, Orissa=22, Bihar+

Jharkhand=13

West Zone MP+ Chhattisgarh=43,Maharashtra+ Goa=295,

Gujarat=75

The survey was done online and responses were collected from all over India. Most of the

respondents were from south India.

Of the 2000 respondents we administered our questionnaire 1492 had Yamaha bikes and 576 had

other brand of motorcycle. The other brands covered are listed as under:

Bajaj

Honda

Hero Honda

TVS

CHAPTER-4

FNDING AND ANALYSIS OF DATA

Sample Size: Yamaha Customers = 1492

Non Yamaha Customers = 576

3.1 ZONEWISE SEGMENTATION OF DATA

The survey was an online survey and covered all of India. Although there was equal probability

of equal number of responses from each zone, there were maximum responses from south zone

followed by West zone.

Out of the total number of responses (1492) 46% of the responses were from south India, 28%

from West + central India, 19% from Northern India and 8% from Eastern India. In South India

the maximum responses cam from Karnataka

3.2 CUSTOMER PROFILE:

We did a customer profile analysis of the customers from the responses that we got from the

survey. The customer profile analysis was carried out on the basis of Occupation and Age of the

respondents:

3.2.1 OCCUPATION WISE SEGMENTATION OF DATA (N=1477)

The above graph shows segmentation of responses based on occupation of different customers.

There were valid 1477 responses out of total of 1492 responses. As we can see from the graph:

32% of total respondents were professionals, 28% office employees and 20% students.

The total of these three figures shows that a total of 70% of the respondents are office

going Young Executives and students.

This is the kind of customers that India Yamaha motors is targeting as Yamaha represents

style and Racing that appeals to Young generation.

3.2.2 AGE WISE SEGMENTATION OF DATA (N=1473)

A similar picture is shown during the age wise segmentation of data. The above graph shows that

44% of the respondents are between the age 25-31 and 31% are of 18-24. It implies that

83% of the Yamaha customers in India are from 18 to 31. The age group 18 to 31

represents the student community and the young executives.We can also interpret about

the buying behaviour of the customers from this graph. The age group from 18 to 24

represents the students and they might have bought the bike by taking financial help from

their parents as they don’t have their own source of Income.

The age group 24-31 represents the working executives who might have bought the bike

through finance option or with their own money.

3.3 REASON FOR PURCHASING YAMAHA BIKE:

In our questionnaire we asked from the respondents the main reason for purchasing the Yamaha

bike. It was a multiple choice question with 9 options + others. The main aim of the question was

to find out the reason for purchasing the bike.

Out of 1492 total responses 1264(85%) of the respondents selected “style and Design”. It

means that 85% of the respondents considered Yamaha to have superior style and design

as compared to other brands.

Yamaha is known for it’s Racing spirit and for it’s Stylish bikes. The response to this

question clearly shows that the image of Yamaha in the minds of customer is as of a

stylish brand. The second most favoured reason is “Brand name” followed by “Power” of

the engine.

3.4 SATISFACTION LEVEL ANALYSIS:

The main objective of the questionnaire was to measure the customer satisfaction of Yamaha and

non Yamaha customers.

There were 1492 respondents for this analysis.

78% of the respondents (1171) said that they were satisfied Yamaha customers. Only

22% respondent responded as unsatisfied. This is a good response for Yamaha. Although

there are only 22% dissatisfied customers but this figure is too small compared to the

overall satisfied Yamaha customers.

We did a zonal satisfaction level of these 78% of the customers. Out of the total

responses the satisfaction level does not vary much zone wise. From the above graph we

can see that Eastern India has 80% customers satisfied which is the highest followed by

southern India (79%). The customers from Western India are less satisfied compared to

other regions of India.

We have divided the factors that provide satisfaction to a customer based on four factors:

Pre sales service

Bike performance

After sales service

Speed & Promptness of service.

We tried to do analysis of the response from the customers based on the above mentioned

parameters and tried to find out the overall customer satisfaction Index of Yamaha customers.

3.5 SATISFACTION LEVEL ANALYSIS: PRE SALES SERVICE OF YAMAHA(N=1492)

The graph shows overall satisfaction level of Yamaha customers with pre sales service provided

by the Yamaha dealers. Pre sales service is one of the most important factor that influence the

purchase decision of a customer.

From the above graph we can see that

47% of Yamaha customers are “SATISFIED” with the pre sales service provided to

them.

21% of them are “HIGHLY SATISFIED” with the service provided by the

respective dealer.

If we combine the two grade points then we can say that on an average 68% of the

customers are fully SATISFIED with pre sales service. The level of satisfaction

with presales service is very high in case of Yamaha customers.

22% of the customers are neutral with the pre sales service of Yamaha

There are 6 % customers who are Not satisfied with the pre sales of Yamaha dealers

4% of the customers are highly dissatisfied with the pre sales service.

The total percent of dissatisfied customers from presales service is 32% wich is

quite small compared to the number of satisfied customers.

India Yamaha motors need not focus currently on the pre sales service as 68% of

it’s customers are satisfied with the pre sales service provide by the Yamaha

dealers.

The average customer satisfaction Index for Yamaha customers with pre sales

service is 3.74 which means customers are satisfied with the pre sales service.

3.5.1 FACTORS THAT REQUIRE IMPROVEMENT IN PRE SALES SERVICE:

23% of the respondents feel that there should be improvement made in the followup

action by the dealer. Followup action includes to keep in touch with the customer

once he has visited the showroom to purchase/enquire about any motorcycle.

19% customers feel that improvement is required in product feature explanation by

the salesmen and the salesmen do not have adequate knowledge about the product

18% customers feel that more test ride facilities should be provided by the

showroom/dealers.

17% customers feel that there should be improvement in the salesman skills and the

salesmen should be more interested in showing their offering to the customers

15% customers feel that there is improvement required in the showroom ambience

and infrastructure. More space should be provide for customers, customer lounge

should be there.

8% customers feel that improvement is required in housekeeping facilities by the

dealer

3.5.2 ZONE WISE DISSATISFACTION WITH PRE SALES SERVICE:

41% of customers who responded from east India are dissatisfied with presales

service.

33% of the customers who responded from West India are dissatisfied with the

presales service

32% of the total customers who responded from South India are dissatisfied with pre

sales service provided by Yamaha.

30 % of the of the total customers who responded from North India are dissatisfied

with pre sales service provided by Yamaha

3.5.3 PRE SALES NON- YAMAHA

The graph shows overall satisfaction level of Non Yamaha customers with pre sales service

provided by the Yamaha dealers.

From the above graph we can see that

40% of Non Yamaha customer are “SATISFIED” with the pre sales service

provided to them.

15% of them are “HIGHLY SATISFIED” with the service provided by the

respective dealer.

If we combine the two grade points then we can say that on an average 55% of the

Non Yamaha customers are fully SATISFIED with pre sales service. The level of

satisfaction with presales service is very high in case of Non Yamaha customers.

29% of the Non Yamaha customers are neutral with the pre sales service of Yamaha

There are 9 % customers who are Not satisfied with the pre sales of Yamaha dealers

7% of the customers are highly dissatisfied with the pre sales service.

The total percent of dissatisfied customers from presales service is 45%

From the pre sales analysis of Yamaha and Non Yamaha customers we can see that Yamaha

customers are more satisfied with the pre sales service provide by the Yamaha dealers. The total

percentage of dissatisfied customers in case of Yamaha customer is only 32% whereas for Non

Yamaha customers it is 45%.

Yamaha should provide more importance to customers who even visit their showroom for

enquiry about their available bike models. The conversion ration should be more and they should

try to reduce this dissatisfaction level of Non Yamaha customers.

3.6 SATISFACTION LEVEL ANALYSIS: AFTER SALES SERVICE

After sales service one of the important factor which should be considered when measuring the

satisfaction level of customers. Out of 1492 responses there were 1474 valid responses.

The different satisfaction level of Yamaha customers with the After sales service is given below.

36% of the customers are satisfied with after sales service provided by the Yamaha

service station dealers

11% of the customers are Highly Satisfied with the After sales service provided by

the Yamaha service station .

26 % of he Yamaha customers are neutral with the service provided by Dealer

service stations

17% of the customers are not satisfied with the service provided by Dealer

service stations

10% of the customers are highly dissatisfied with the service provided by Dealer

service stations

Although the satisfaction level of Yamaha customers is high with pre sales service

but we can see from the chart that 53% of the customers are dissatisfied with the

aftersales service offered by Yamaha dealership. India Ymaha motors should

realize that After sales service is an integral part of the satisfaction level of the

customers and to provide 100% satisfaction to the customers it should improve on

it’s after sales service.

The average customer satisfaction with After sales service is 3.23 which means

that the customers are between satisfied and neutral and more inclined towards

Neutral.

3.6.1 FACTORS THAT REQUIRE IMPROVEMENT

We listed out some of the major factors that require improvement in the area of After sales

service and asked our respondents who are highly dissatisfied, Not satisfied or Neutral with the

After sales service provided to them.

27% of the customers said that improvement is required in the quality of service.

17% customers wanted improvement in service station ambience

16% required improvement in Availability of spare parts

14% wanted improvement in the service notification procedure

12% wanted more service stations to be present so that they can easily access the

Yamaha service stations.

14% required more number of manpower employed in the service stations so that

they can get their bikes serviced faster.

From the above chart we can conclude that Yamaha need to improve their After sales service. It

should concentrate on certain key areas like improving the service quality, Availability of spare

parts/dealership improvement in attitude of service station personals and provide better

infrastructure for service of the bike.

3.6.2 ZONE WISE DISSATISFACTION LEVEL

From the graph we can see that :

Eastern part of India is mostly effected due to bad after sales service. 59% of the

respondents from east India are dissatisfied with the after sales service provided

by Yamaha.

52% of the respondents from South India are dissatisfied with the after sales

service provide by Yamaha

52% of the respondents from West India are dissatisfied with the after sales

service

42% of the respondents from North India are dissatisfied with the after sales

service.

These figures show that the dissatisfaction with after sales service is worst in Eastern India.

Yamaha should concentrate on improving it’s after sales services. After sales services is an

integral part of the customer satisfaction and in order to improve the overall customer

satisfaction it should stress on improving the after sales services provided by the dealers.

3.7 SATISFACTION LEVEL ANALYSIS: SPEED AND PROMPTNESS OF SERVICE

Satisfaction level does not only depend on the quality of service but also on the speed and

promptness with which the dealer addresses the complaints and fixes the problems with the

customers.

We asked the respondents to rate their satisfaction level on a 5 point scale from Highly satisfied

to highly dissatisfied. From the above graph we can see that

40% of the respondents are satisfied with the speed and promptness of service

14% of the respondents are Highly satisfied with the Speed and promptness of

service.

28% are neutral with Speed and promptness of service.

14% are Not satisfied and 7% are highly dissatisfied with the speed and

promptness of service.

3.7.1 DISSATISFACTION LEVEL - ZONE WISE

The zone wise analysis of dissatisfaction level is shown in the above graph

47% of the total respondents from north said they are dissatisfied wwith the speed

and promptness of service

44% of total respondents from south showed dissatisfaction with speed and

promptness of service.

47% total respondents from east showed dissatisfaction with speed and

promptness of service.

45% total respondents from west showed dissatisfaction with speed and

promptness of service.

We can see from the above graph that the most dissatisfied zone from speed and

promptness of service is the North zone.

3.8 SATISFACTION LEVEL ANALYSIS: BIKE PERFORMANCE

Performance of the bike is the most important factor in deciding the overall satisfaction of the

customers. From the above graph we can see that out of 1476 respondents:

548 customers are Highly Satisfied with the performance of Bike

614 are Satisfied with the performance of the bike.

These two parameters contribute to around 79% of the total respondents. This is a

very good response from Yamaha as Bike performance is the most important

parameter for customer satisfaction.

There are 190 customers who are Neutral with the performance of the bike.

There are 101 customers who are not satisfied.

28 are Highly Dissatisfied with the performance of the bike.

3.9 WILL YOU UPGRADE TO A YAMAHA PRODUCT:

80 % of the existing respondents said they will upgrade to a Yamaha product. Only 20% of the customers said that they will not go for an upgrade.

We tried to find the number of satisfied/dissatisfied customers who will upgrade to a Yamaha product. 86% of the satisfied customers said that they will upgrade to Yamaha product.

14% of the dissatisfied customers said that although they are dissatisfied with the current performance but they will surely upgrade to a Yamaha bike in near future

We asked the same question to Non Yamaha customers. 88% of the total respondents said that they will upgrade to Yamaha in near future.

12% of Non Yamaha customers said that they will not upgrade to a Yamaha product.

Of the total respondents who said they will upgrade to a Yamaha product FZs was the most favored bike among all other available models of Yamaha. It was leading the pack with 43% of the respondents going for FZS. It was closely followed by YZF R15 with 30% respondents going for R15.

3.10 PREFERENCE OF YAMAHA CUSTOMERS

From the above graph we can see that

The first preference of Yamaha customer is “Style/Design” The second preference is Power and third is pickup.

The first three preferences for Hero Honda customers are Style design Mileage and engine performance

The first three preference of Bajaj customers are Style/design, Engine performance and Mileage.

From the above graph we can see that of the three brands Yamaha customers gives less importance to Mileage and more importance to Style/Design, Power and pickup.

On the other hand Bajaj and hero Honda customers give more importance to Mileage as we can see that mileage is second preference of Hero Honda customers and third preference for Bajaj customers. Yamaha has always be known for their innovative style and design products. The customers of Yamaha are usually students or Young executives who give more importance to Style/design and engine performance rather than mileage.

3.11 REASON FOR NOT BUYING YAMAHA

We asked the Non Yamaha customers the reason for them not purchasing a Yamaha product.

162 said they left purchasing due to higher price.

144 respondents said that there were ;lack of models when they decided to purchase a bike

104 quoted other factors which included bad pre sales service, lack of finance schemes etc

92 respondents did not consider purchasing a Yamaha bike due to low mileage

51 respondents said there were no close dealerships nearby

43 quoted the lack of availability of spare parts as their main reason for not purchasing Yamaha

38 said they did not purchase Yamaha due to Brand loyalty with their previous owned brand.

We can see from the above graph that most of the respondents did not purchase a Yamaha bike

due to price. Yamaha bikes are considered to be high priced products. But the price quoted for

their product is quite justified when compared to the quality of goods and services that they

provide.

Yamaha should take steps to make the customers aware that the price that they are quoting for

it’s products is justified and as A Yamaha bike represents high performance and Style.

CHAPTER-5

CONCLUSION:

The two-wheelers market has had a perceptible shift from a seller’s market to a buyer’s market

with a variety of choices. Players will have to compete on various fronts viz pricing, technology,

product design, productivity, after sale service, marketing and distribution. In the short term,

market shares of individual manufacturers are going to be sensitive to capacity, product

acceptance, pricing and competitive pressures from other manufacturers.

As incomes grow and people feel the need to own a private means of transport, sales of two-

wheelers will rise. Penetration is expected to increase.

The motorcycle segment will continue to lead the demand for two-wheelers in the coming years.

Motorcycle sales is expected to increase by 20% yoy as compared to 1% growth in the scooter

market and 3% by moped sales respectively for the next two-years.

The Indian two wheeler Industry was dominated by Players like Hero Honda, Bajaj and TVS.

Before 2008, India Yamaha motors was loosing it’s market share quite rapidly. In 2008 Yamaha

revamped it’s product line with the introduction of R15, first sports bike manufactured in India.

The launch of R15 was a bug success and thereafter launched more stylish and macho bikes

which was actually the need and demand of the Indian motorcycle market.

India Yamaha motors has to concentrate on the “3S” SALES, SERVICE and SPARE PARTS in

order to capture the Indian motorcycle industry. The sales of India Yamaha motor is rising

rapidly. It should now concentrate of providing world class service to it’s customers and make

sure the availability of good service stations and spare parts to the customers.

With concentration on the “3S” India Yamaha motors will surely increase it’s share in the Indian

two wheeler Industry and increase the satisfaction level of customers and will be successful in

achieving it’s motto of “customer smile”.

LIMITATIONS

 Al though   t he   r e sea r ch  work   ca r r i ed  ou t  was   succe s s fu l ,   bu t   t he r e  we re  some limitations, which are as follows:

1) Duration for the training was short.

2) Respondents might not have given the correct information.

3) The sample area was concentrated to New Delhi only and other cities could not be covered due to lack of time.

4) Sample size of the research was very small, which may have given some wrong picture.

BIBLIOGRAPHY 

Sites:

www.yamahamotor.com

www.google.com

www.wikipedia.com

   Books:   

Research & Methodology : C. R. Kothari

ANNEXURE

For Yamaha customers:

1) Which Yamaha model do you own?

YZF R15 FZ-S FZ 16 G5 Gladiator Alba Crux Others:

2) Is this your first bike or did you own any other (MC/SC/SR) before that?

o First MC

o Have Owned a Bike in the past.

o Have owned a Scooter in the past.

o Have owned a Scooterette in the past.

Model:

3) Why did you purchase this particular model and also Rank the parameters that you think is most important to you (Rank from 1-5)?

- Mileage - Resale value - Brand name - Riding comfort

- Style/Design - Pick up - Price - Color/Graphics

- Power - Durability - Performance - Low maintenance cost

4) Are you a satisfied Yamaha Customer?

Yes No

5) Please rate your satisfaction level based on the following parameters:

Highly satisfied Neutral Not Satisfied Highly

Satisfied Dissatisfied

Pre Sales Service

After sales service

Speed & Promptness of service

Performance of bike

Overall Performance

6) Which fields do you think improvement is required in the PRE SALES Services

o Followup action by dealero Showroom ambienceo Housekeeping facilitieso Salesman Skillso Product feature explainationo Test ride facilityo Other:

7) Which fields do you think improvement is required in the AFTER SALES Services

o Service Station Ambienceo Manpower employedo Availability of spare partso Notification services by dealero Quality of serviceo Availability of dealership/service centerso Other:

8) How quickly is your problem solved by the respective dealero Less than 1 dayo 1-2 dayso In 1 weeko In 1 montho Other

9) Which fields do you think improvement is required to improve the BIKE'S PERFORMANCE?

o Quality of bike partso Maintenance costo Engine performanceo Durability of the vehicleo Others

10) Suggestions to improve the OVERALL PERFORMANCE

11) Will you recommend a Yamaha product to your friend?

o Yes

o No

12) If you upgrade your bike then will you upgrade it with Yamaha product?

o Yes

o No

13) Which Yamaha bike will you upgrade to?

YZF R15 FZ-S FZ 16 G5 Gladiator Alba Crux

14) Any Suggestions for Yamaha:

Name: Date of Birth:

Mobile Number:

Occupation:

o Student o Office Employeeo Businessmano Factory Employeeo Professionalo Shopownero Farmero Other

Dealer from which the bike was purchased: *

State: District/Location of Dealership:

ANNEXURE

For non Yamaha customers:

1) Which Bike model do you own?

Model:

2) Is this your first bike or did you own any other (MC/SC/SR) before that?

o First MC

o Have Owned a Bike in the past.

o Have owned a Scooter in the past.

o Have owned a Scooterette in the past.

Model:

3) Rank the parameters that you think is most important to you when purchasing a new bike(Rank 1-5)?

- Mileage - Resale value - Brand name - Riding comfort

- Style/Design - Pick up - Price - Color/Graphics

- Power - Durability - Performance - Low maintenance cost

4) Source of awareness about the bike?

o Newspaper advertisement

o Reviews in media/Internet/blogs

o Recommended by friends/family

o Road shows/ Rallies

o Direct showroom walk-ins

o Others

5) Did you consider buying a Yamaha bike?

o Yes

o No

6) If yes, why did you NOT purchase a Yamaha bike?

o Bad attitude of staff at dealership

o Bad reviews in media/Internet

o Not recommended by friend

o Did not like the bike during test drive

o High cost of the vehicle

7) Have you visited any Yamaha dealership ?

o Yes

o No

8) Name of dealership:

9) Location of dealership:

10) If you visited Yamaha dealership please rate your SATISFACTION LEVEL based on the following parameters:

Highly satisfied Neutral Not Satisfied Highly

Satisfied Dissatisfied

PRE-SALES Services

Product Display

Overall Performance

11) Which fields do you think improvement is required to improve thePRE-SALES services

o Showroom Ambienceo Salesman Skillso Housekeeping facilities

o Product feature explainationo Test ride facilityo Showroom infrastructureo Other:

12) Suggestions to improve the overall performance?

13) Perception about Yamaha.(Perceived value based on own experience &reviews from friends/relatives:

14) Your expectations from Yamaha:

15) Will you recommend a Yamaha product to your friend?

o Yes

o No

16) If you upgrade your bike then will you upgrade it with Yamaha product?

o Yes

o No

17) If yes, which Yamaha bike will you upgrade to?

YZF R15 FZ-S FZ 16 G5 Gladiator Alba Crux

Name: Date of birth:

Mobile Number: Occupation:

State: