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Chapter 1
NATURE AND SCOPE OF THE STUDY
1.1 Introduction
As a consumer we are all unique in nature and this uniqueness is reflected
in our consumption pattern and process of purchase. A consumer is one who
actually purchases a product or service from a particular organization or shop.
Costumer is always defined in terms of a specific product of company.
Behavior may be defined as any observable action (or reaction) of an
organism. in a very broad sense, behavior can refer to any muscle movement,
even within the body, even an electrical potential in the central nervous system,
such as brain waves, can be loosely called behavior.
Consumer behavior, also called as Consumer Psychology, is a branch of
applied Psychology, marketing and Organizational Behavior. It examines
consumers' decision making processes and ways in which they gather and analyze
information from the environment. See the consumer behavior article for an
overview. Consumer behavior is a multidisciplinary field which is integral to
Industrial Psychology and aspects of household economy studied in
microeconomics. Consumer behavior also means the actions shown by consumers
while making decision to select household and consumer items.
Consumer behavior provide us the various reasons why consumer are
different from one another while buying product and services it is consider that
we receive stimuli from the environment and the specifics of marketing strategies
of different product and services by which consumer responds to the product and
services or not to purchase.
Consumer behavior is the study of when, why, how, and where people do
or do not buy products. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision making
process, both individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioral variables in an attempt to
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understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the
customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer behavior analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is
also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be
categorized into social choice and welfare functions.
Each method for vote counting is assumed as a social function but if
Arrows possibility theorem is used for a social function, social welfare function
is achieved. Some specifications of the social functions are decisiveness,
neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and
strong Pareto optimality. No social choice function meets these requirements in an
ordinal scale simultaneously. The most important characteristic of a social
function is identification of the interactive effect of alternatives and creating a
logical relation with the ranks. Marketing provides services in order to satisfy
customers. With that in mind, the productive system is considered from its
beginning at the production level, to the end of the cycle, the consumer
(Kioumarsi et al., 2009).
Belch and Belch define consumer behavior as 'the process and activities
people engage in when searching for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their needs and desires'.'
Now let us consider consumer behavior.
Consumer behavior is combination of to words,
Consumer: - Buyer + User
Behavior: -Any observable action or reaction
There are number of definition of consumer behavior given by number of
author some of them are as below: -
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The behavior that consumers display in searching for purchasing, using,
evaluating, & disposing of product, services, & ideas which they expect will
satisfy their needs.
Leon G. Schtffmon & Leslis lazarKanuk
Buying behavior is all psychological, social, & physical behavior of
potential customer as they become aware of evaluate, purchase, consume, and tell
other people about products and services.
WebsterConsumer behavior is the process where the individuals decide what,
where, how & from whom to purchase goods & services.
Walters & PaulThe relevant internal psychological process that is associated with
information search is perception. Perception is defined as The process by which
an individual receives, selects, organizes, and interprets information to create a
meaningful picture of the world.
At this time the consumer compares the brand and products that are in
their evoked set. How can the marketing organization increase the likelihood that
their brand is part of the consumers evoked (consideration) set? Consumer
evaluates alternatives in terms of the functional and psychological benefits that
they offer. The marketing organization needs to understand what benefits
consumers are seeking and therefore which attributes are most important in terms
of making a decision.
Once the alternatives have been evaluated, the consumer is ready to make
a purchase decision. Sometimes purchase intention does not result in an actual
purchase. The marketing organization must facilitate the consumer to act on their
purchase intention. The provision of credit or payment terms may encourage
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purchase, or a sales promotion such as the opportunity to receive a premium or
enter a competition may provide an incentive to buy now. The relevant internal
psychological process that is associated with purchase decision is integration.
It is common for customers to experience concerns after making a
purchase decision. This arises from a concept that is known as cognitive
dissonance. The customer, having bought a product, may feel that an alternative
would have been preferable. In these circumstances that customer will not
repurchase immediately, but is likely to switch brands next time.
To manage the post-purchasing stage, it is of the job of the marketing team
to persuade the potential customer that the product will satisfy his or her needs.
Then after having made a purchase, the customer should be encouraged that he or
she has made the right decision. It is not affected by advertisement.
Consumer behavior is influenced by: demographics, psychographics
(lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings.
Consumer behavior concern with consumer need consumer actions in the
direction of satisfying needs leads to his behavior of every individual depend on
thinking process.
Consumer behavior is influenced by: culture, sub-culture, locality, royalty,
ethnicity, family, social class, reference groups, lifestyle, and market mix factors.
Research means detailed study of a problem. Here, the details of the
marketing problem are collected and studied, conclusions are drawn
and suggestions aremade to solve the problem quickly, correctly and systematicall
y. In MR, specificmarketing problem is studied in depth by collecting and
analyzing all relevant information and solution are suggested to solve the problemwhich may be related to consumers, product, market competition, sales promotion
and so on.MR is special branch of marketing management. It is comparatively of
recent in origin. MR acts as an investigative arm of a marketing manager. It
suggests solution on marketing problem for the consideration and selection by a
marketing manager. MR also acts as an important tool to study buyer behavior,
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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.
1.2 Characteristics of consumer behavior:-
Consumer behavior is very complex & dynamic in nature therefore it is
constantly changing so there should be some measurements which will adjust
with the changes.
1) Consumer behavior includes both observation physical activities, such aswalking through the market to examine merchandise & activates such as
forming attitudes perceiving material & learning to prefer particular
brands.
2) Consumer behavior consists of the mental & physical activities whichconsumer undertakes to acquire goods services and obtain satisfaction
from them.
3) The individual specific behavior in the market place is affected by internalfactor such as needs, perceptions & attitudes, as well as by external or
environmental influence such as family, social group, culture economicsand business influences.
Understanding Consumer behavior can help the advertisers develop
advertisement campaigns effectively. Consumer will pass through a series of steps
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before making a purchase decision. These steps include problem recognition,
information search, alternative evaluation, purchase decision and post purchase
evaluation. Problem recognition occurs when there is considerable difference
between the actual states of affairs an desired of the consumer.
The desired state of affairs refers to the way needs are actually met by the
consumer. Problem recognition occurs either due to change in desired state,
change in actual state or due to change in both the states. Change in desired state
can due to reference groups and novelty seeking behavior of the consumers.
Change in actual state of affairs can occur due to stock out situation arousal of
needs, and post purchase evaluation.
Change un both state can be occurred due to change in financial position of
the customers, changes in family, changes in customers physical development.
Thus the focus of advertisers at this stage is to create an also to make the
customers relate the problem with the companys products. The next stop in the
consumer buying process is information search.
A consumer will search for information regarding solutions for the
problem recognized in the previous step. There are two types of searches that are
performed by the consumer-internal and external search. In internal search a
consumer will recall the brands that he knows while external search involves
gathering information about solutions from various external sources.
These sources include personal sources, market controlled sources, public
sources and self experience sources. The intensity of external search depends on
the motivation of the consumer to search. Another important psychological
element that influences the consumer information search is process of perception.
Perception is defined as a three-step process that involves selection,
organization, and interpretation of the information of the information received in a
meaningful way by consumer. At the information search stage the communication
campaigns should be information in nature, so an advertiser provides information
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about the product and its attributes to consumers. This help in creating brand
awareness and dispelling doubts regarding the product among consumers.
The next step in the consumer buying process is evaluation of alternative on
which the information is gathered. For evaluation, a consumer will not consider
all brands available in the market. He will shortlist a set of choices on which
evaluation is done. This is known as the evoked set. Evoked set can be defined as
set of brands that a consumer will remember while making the purchase decision.
It is more likely that consumer will choose a brand from the evoked set.
Thus the focus of advertisers at this stage is to place the brand in the consumers
evoked set, thereby increasing the probability of the consumer selecting the
consumer towards the product. A positive attitude towards a particular brand will
make a consumer consider that brand and a negative attitude towards it will result
in rejection of brand.
Thus, advertisers try to create a favorable attitude among consumers
towards their brand. Multi-attribute models and decision rules will help the
company in understanding the consumer attitudes. Purchasing decision is the next
step in the consumer buying process. At this stage consumer will make a final
decision regarding the brand to be purchased. A consumer will also decide about
issues like where to buy and how much quantity to buy.
Final step in consumer buying process is the post purchase evaluation. At
this stage, the consumer will evaluate performance in terms of his expectations. If
the product does not meet his expectation then he will experience cognitive
dissonance. This can be reduced by running communication campaigns that
reassure the consumer that his decision is right and creating positive image about
brand.
Apart from understanding the buying process, advertisers need to study the
consumer learning process which has an influence on consumer buying behavior.
The consumer learning is defined as the process by which individual acquire the
purchase and consumption knowledge and experience they apply to future related
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behavior. Consumer learning can be explained using two theories- consumer
learning theory and the cognitive learning theory.
Thus understanding the consumer behavior will help the advertiser in
understanding consumer needs, perception, and attitudes. Thereby, they can
effective advertising strategies that can influence consumer behavior.
1.3 INCREASING NEED OF MARKETING RESEARCH
1) Growth and complexity of markets: - Markets are no more local incharacter. 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 befor
e the manufacturers which can be faced effectively
through MR as it acts as a feed-back mechanism to ascertain first hand
information, reaction, etc. of consumers and middleman. Marketing
activities can be adjusted accordingly.
2) Wide gap between producers and consumers:- marketing research isneeded 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 behavior. Thus, MR is needed
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for removing the wide communication gap between producers and
consumers.
3) Changes in the composition of population and patternof 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 theconsump
tion 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 occupykey 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 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.
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5) Shift of competition from price to non-price factors: - Cut-throatcompetitionisunavoidable 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, marketingexecutive have to take quick and correct decision. Companies have to
developandmarketnew products more quickly than ever before. However,
such decision is always difficult.Moreover, wrong decisions may bring los
s to the organisation. For correct decisionmaking, marketing executive
need reliable data and up to date market information. Here,
MR comes to the rescue of marketingmanager. Problems in marketing are
located, defined, analyzed and solved through MR techniques. This
suggests its need as a tool for decision making. MR is needed as a tool for
reasonably accurate decision making in the present highly competitive
market system.
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1.4 Scope of study:
1. It will help to study the consumer behavior to make changes in theYamaha bikes.
2. It will help to find out role of advertisement in customer buying decision.3. It will help to study the consumer behavior to make advertising strategies
for new product.
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Chapter 2
LITERATURE REVIEW
2.1 Review of Literature
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
anumber of both psychological and physical variables which correlate withsatisfacti
on behaviors such as return and recommend rate. The level of satisfaction can also
vary depending on other options the customer may have
andother products against which the customer can compare the organization's produ
cts.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, Interde
partmental Teamwork, Front line Service Behaviors, andCommitment to theCustom
er and Innovation. These factors are emphasized for continuousimprovement 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
usingthegap 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 perc
eption 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.
Consumers 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. Even though we cannot know everything that is to
be known, we do need some in depth knowledge about the consumers, starting with
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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 a
ndservices supplied by a company meet or surpass customer expectation. It is
seenas a key performance indicator within business and is part of the 4perspectives
of a Balanced Scorecard. In a competitive marketplace where businesses compete f
or customers, customer satisfaction is seen as a keydifferentiator 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.
2.2 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 market place.
2.3 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 aboutYama
ha as a Brand in two wheeler industry:
Yamahas objectiveIt produces bikes that have speed and powerirrespective of the mileage.
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Customers age 22-25 years. Income group -Upper middle class and high class ProfessionStudents and young executives Prime focus
Style Performance Value of money
Based on earlier research done Hero Honda, Bajaj Auto and Enfield
motorcycle shave 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 350from 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 modular brand
enjoys among its customers. The study also found that the expectation of the
buyer of standard motor cycles (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
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educated the customer and empowered him to buy consciously after comparing 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
almost70% 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.
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Chapter 3
COMPANY PROFILE
3.1 About Yamaha motor India sales Pvt. Ltd.
Yamaha made its initial foray into India in 1985. Subsequently, it entered
into a 50:50 joint venture with the Escorts Group in 1996. However, in August
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 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.
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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-strokeand 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".
Yamaha committed to: Be the Exclusive & Trusted Brand renowned
for marketing and manufacturing of YAMAHA products, focusing on serving our
customer where Yamaha can build
longterm relationships by raising their lifestyle through performance excellence, p
roactive 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
Yamahaintend to develop them to achieve international level of professionalism w
ith progressive career development. As a good corporate citizen, Yamaha 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.
Customer #1
Yamaha put customers first in everything Yamaha do. Yamaha take decisions keeping thecustomer in mind.
Challenging Spirit
Yamaha strive for excellence in everything Yamaha do and in the quality
of goods & services Yamaha provide. Yamaha work hard to achieve what
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Yamaha commit & achieve results faster than our competitors and Yamaha never
give up.
Team-work
Yamaha 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
Yamaha are honest, sincere, open minded, fair & transparent in our
dealings. Yamaha actively listen to others and participate in healthy & frank
discussions to achieve the organization's goals.
3.2 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. Yamaha have In-house facility for Machining, Welding
processes as well as finishing processes of Electro plating and Painting till the
assembly line.
The stringent Quality Assurance norms ensure that our motorcycles meet thereput
ed International standards of excellence in every sphere.As anEnvironmentally
sensitive organization Yamaha have the concept of "Environment-friendly
technology" ingrained in our Corporate Philosophy. The Company boasts
of effluent Treatment plant, Rain water Harvesting mechanism, a motivatedforest
ation drive. The IS0-14001 certification is on the anvil - early next year. Allour
endeavors give us reason to believe that sustainable development for Yamaha will
not remain merely an idea in pipeline. Yamaha believe in taking care of not only
Your Motoring Needs but also the needs of Future Generations to come.
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3.3 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 ofhigh-quality and high-
performanceandlight weight and compactness as Yamaha 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 peoples hearts. Our goal has always been
to provide products that empower each and every customer and make their lives
morefulfilling by offering greater speed, greater mobility and greater potential.Sai
d 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 andto use our ingenuity and passion to realize peoples
dreams and always be the ones they look to for the next Kando.
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3.4 Hierarchical Structure
Top Management Managing Director and CEO
Senior Vice President
Vice President
Senior Management Associate Vice President
Chief General Manager
General Manager
Middle Management Deputy General Manager
Chief Manager
Manager
Operational Staff Assistant Manager
Senior Superintendent
Senior Officer
Officer
Assistant Officer
3.5 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.
Yamaha R-1
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Two-wheelers: Market Size & Growth
In terms of volume, 4,613,436 units of two-wheelers were sold in the
country in9MFY2007 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 factor.
3.6 YAMAHA PRODUCTS
Yamaha Motor Company Limited
A Japanese motorized vehicle-producing company (whose HQ is at 2500
Shingai, Iwata, Shizuoka), is part of the Yamaha Corporation. After expanding
Yamaha Corporation into the world's biggest piano maker, then Yamaha
CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on
July 1, 1955. The company's intensive research into metal alloys for use in
acoustic pianos had given Yamaha wide knowledge of the making of lightweight,
yet sturdy and reliable metal constructions. This knowledge was easilyapplied to
the making of metal frames and motor parts for motorcycles. Yamaha Motor is
http://en.wikipedia.org/wiki/Iwata%2C_Shizuokahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Iwata%2C_Shizuoka -
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the world's second largest producer ofmotorcycles (afterHonda). 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,ToyotaandYamaha Corporation made
a capital alliance where Toyota
paidYamaha 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.
3.7 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
http://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/Motorcycle -
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those who are older in age as the designer of the modern motocross bike, as they
were the first to build a production mono-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 Britains Rodney Gould winning the title on a Yamaha.
3.8 MOTORCYCLE MODELS
Yamaha has made an extensive number of two- and four-stroke scooters,
on-road and off-
road motorcycles. TheYamaha XS 650, introduced in 1970, was such an over
whelming success that it crippled the British monopoly of vertical twin
motorcycles.
ELECTRICAL VEHICLES
MOTORCYCLES
Yamaha Alba Yamaha Frog Yamaha Libero Yamaha Gladiator Yamaha Mest Yamaha Eccy Yamaha Passol Yamaha EC-02 Yamaha Passol-L Yamaha Yz85 Yamaha V-Star Yamaha YZF-R1 Yamaha FZ1
http://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiatorhttp://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiatorhttp://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racing -
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MOPEDS
Yamaha PAS( Nickel metal hydridebattery) PAS Lithium (Lithium ionbattery) 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
3.9 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. scoot
erettes, 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
http://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1http://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=1http://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1 -
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motorcycles, 100-125 cc gearless scooters, etc. The characteristics of each of the
three broad segments are discussed in
3.10 TRENDS IN THE TWOWHEELER 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 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 morecom
petitive. 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 AutoEliminat
or and Royal Enfield's Thunderbird followed by HHML's Karisma andYamaha
R15 and other sports bikes. The products in this segment cater for
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styleconscious consumers. Quite a few players are developing models combiningf
eatures such as higher engine capacity", optimum mix of power and performance,
and superior styling. However, the extent of shift to these products would
dependon the positioning of such products in terms of price.In the scooters segme
nt, the market for plastic-bodied variomatic scooterscontinues 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 nichehas led to companies strengthening their research and development (R&D)
capabilities and reducing the development time for new models.
3.11 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 part
ners to source from their Indian partners and plans of global majors to develop
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their Indian manufacturing unit as a sourcing hub may also lead to increase in
two-wheeler exports from India.
3.12 SWOT ANALYSIS
Strengths:
Yamaha Motor products extend from land to sea and even into the skies,withmanufacturing and business operations that include everything fromm
otorcycles, PSA electrohybrid bikes, marine and power products to
automotive engines.
Continuously does product improvement in accordance with demandingcustomers.
The distribution network of Yamaha Motors is very wide and spreadacross 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. Yamahas 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 underdogin the race to top.
A series of unsuccessful and flop bikes have eroded the legacy of RX100andRD350.
Opportunities: The motorcycle market has been growing at a phenomenal rate and there
has been a shift in the consumer preferences from 2 stroke bikes. Yamaha
motors have recognized this and are bringing out new models of 4 stroke
bikes quite regularly to cater the needs of the customers.
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Consumers have become technology conscious and Yamaha Motors havebest 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 bikeswhich 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 modelsand price undercutting, too is a matter of concern as both the sales
realization and operation margins may come under pressure.
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Chapter 4
RESEARCH METHODOLOGY
Research in common parlance refers to search for knowledge. Research is
anacademic activity and as such it is used in a technical sense. According to
CliffordWoody, research comprises defining and redefining problems, formulatin
ghypothesis or suggesting solutions, collecting, organizing and evaluating data,
making deductions and research conclusions to determine whether they fit the
formulating hypothesis.
4.1 Objectives of the study:
1. The research encompasses the primary objective of comparisonand analysis of Yamaha bikes with respect to other brands
prevailing in the market i.e. Hero Honda, Honda, Bajaj, TVS and
Suzuki.
2. The primary aim is to interpret the satisfaction level of customersusing Yamahas bikes and to find out the areas in which it needs to
improve to develop a better perception in the mind of its
customers.
3. It entails as to suggest Yamaha how to become a no. 1 customeroriented company.
4. To go in detail, the research includes the study of comparativesatisfaction
level of customers using different bike brands; the various areas w
here competitors supersede and the areas where the competitors
lack.
5. Furthermore the research aims to find out the relative marketcapitalization 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.
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4.2 Research Design:
A Questionnaire is used to do the research
Exploratory Research design
Focus Group Primary data analysis
4.3) Data collection:
Data means information required in the research. There are two types of data
sources, which have been helpful to carry out the research these are as follows:
Primary data
Primary data are those, which are collected a fresh and for the first time.
Primary data was collected through questionnaires & Interview schedule.
Secondary data
Secondary data are those, which have already been collected by publication
of Governments, Periodicals of organization, newspaper, books, & internet etc.
Questionnaire
The questionnaire is one of the many ways through which data can be
collected. Questionnaire is widely used by researcher to collect information on
related study. Questionnaire is a method of getting data about respondent by
asking them than by observing and sampling their behavior. Questionnaire should
be standardized, its anonymity can be assured and questionnaire should be designto meet the simple and native language to allow the use of large sample.
Sampling Universe
The first step in devolving any sample design is to clearly define the set of
objects, technically called the universe.
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Sample universe includes users of Yamaha bikes.
Sample Technique
Sampling technique used for selection of sample non-probability,
Convenience sampling technique.
A convenience sample is that where the sample is selected, in part or only a
limited attempt, to ensure that this sample is an accurate representation of some
larger group of population. The classic example of convenience sample is
standing at shopping mall and selecting shoppers as they walk by to fill out a
survey. A convenience sample chooses the individuals that are easiest to reach or
sampling that is done easy. Hence, convenience sampling was used for the
research.
Sample Size
This refers to the number of item to be selected from the universe to
constitute a sample. The sample size is 100 users of edible oil. These users are the
families.
4.4) Limitation:
The limitation of this study is that sometimes the male or female
respondents may not give the proper and correct information.
1. Research was limited to only two wheeler motorcycle industry.2. Research was restricted to Amravati only.3. Research was limited to 100 respondents only.4. 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.
5. Sometimes it was very difficult to get the necessary information as fillingthe questionnaire required time.
6. Research could have been wider in scope if along with customersatisfaction level consumer behavior pattern was also studied.
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Chapter 5
DATA INTERPRETATION
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)
Table no 5.1 Table showing customer Attitude towards Yamaha motor bike
Respondent Percentage
Male 99
Female 1
Fig no 5.1 Graphical representation
Interpretations:
From the above data it can be reflected that 99.00% male has been
preferably to motor bike and rest of female prefer than.
0
20
40
60
80
100
Male FemalePercentage 99 1
AxisTitle
Percentage
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Table no 5.2 Table showing Respondents attitudes towards Yamaha motor bike
Respondent Percentage
Married 15
Unmarried 85
Fig no 5.2 Graphical representation
Interpretation:
From the above data it can be reflected that, 85% unmarried people
attitude towards motor bike whenever rest of 15% married people attitude towards
motor bike.
15%
85%
Percentage
Married Unmarried
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Table no 5.3 Table showing Age group of consumers towards Yamaha motor bike
Age Group Percentage
18-25 65
25-35 20
35-45 10
Above 45 5
Fig no 5.3 Graphical representation
Interpretation:
From the above data it can be reflected that, 65% age group of 18-25
preferred a motor bike, 20% of age group 25-35, 10% of agegroup of 35-45 and
the rest of age group above 45 years old.
0% 20% 40% 60% 80% 100%
18-25
25-35
35-45
Above 45
Percentage
Percentage
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Table no 5.4 Table showing Professionally/Occupationally consumer attitude
towards motor bike
Profession Percentage
Student 45%
Service 40%
Business 5%
Self Employed 5%
Others 5%
Fig no 5.4 Graphical representation
Interpretation:
From the above data it can be reflected that, Occupationally and
professional the motor bike has been used i.e. 45% preferred bystudent, in the
service level it is used 40% and the rest of used in business, self employed and for
other purposes used.
45%
40%
5%5%
5%
Percentage
Student Service Business SelfEmployed Others
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Table no 5.5 Table showing Income wise customer attitudes towards Yamaha
motor bike
Income Percentage
10000-15000 35
15000-20000 40
20000-50000 15
50000-100000 5
Above 100000 5
Fig no 5.5 Graphical representation
Interpretation:
Form the above data it can be reflected that, In the base of economically, it
is used in the base of income i.e. 35% of income group10,000-15,000, 40% of
15,000 - 20,0000, 15% of income group of 20,000-50,000 andrest of used in the
rarely above income of 50,000
0%10%
20%30%40%50%60%70%80%90%
100%
35 40 15 5 5
Percentage
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Table no 5.6 Table showing Competitors bike company mostly like by consumers
Company Percentage
Hero Honda 40
Bajaj 45
Yamaha 10
TVS 03
Honda 02
Fig no 5.6 Graphical representation
Interpretation:
From the above data it can be reflected that, 40% motor bike company and
its models liked by people of Hero Honda, secondposition of Bajaj and third
position of Yamaha and rest of TVS and other companies
0
5
1015
20
25
30
35
40
45
Hero
Honda
Bajaj Yamaha TVS Honda
Percentage
Percentage
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Table no 5.7 Table showing Customers satisfaction towards Yamaha Bikes
Satisfied Percentage
Yes 99
No 01
Fig no 5.7 Graphical representation
Interpretation:
From the above data it can be reflected that, Approximately 100%
customer satisfaction level of motor bike products and a rarely can say that no
comments about it.
99
1
Yes No
PercentagePercentage
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Table no 5.8 Table showing Customers generally adopted bikes by
Quality Percentage
Speed 40
Power/BHP 05
Mileage 30
Design 05
Brand 05
Pick up 02
Color 05
Comfort 08
Fig no 5.8 Graphical representation
Interpretation:
From the above data it can be reflected that, 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.
40%
5%30%
5%
5%2%
5%8%
Percentage
Speed Power/BHP Mileage Design Brand Pick up Color Comfort
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Table no 5.9 Table showing People know about the bike
Sources Percentage
TV 35
Newspaper 15
Friends 12
Product Show 10
Family 08
Test ride 02
Internet 10
Hoardings 08
Fig no 5.9 Graphical representation
Interpretation:
From the above data it can be reflected that, 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.
0
5
10
1520
25
30
35
40
Percentage
Percentage
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Table no 5.10 Table showing Reason for riding the bike
Reason Percentage
Passion 30
Self Satisfaction 08
Cruising/ long
drive
30
Show off 02
Commuting 20
Power 10
Fig no 5.10 Graphical representation
Interpretation:
From the above data it can be reflected that, 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 passion30%, long drive 30%,
commuting 20% and power 10% and the rest of others.
0%10%20%30%40%50%60%70%80%90%
100%
Percentage
Percentage
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Table no 5.11 Table showing for Whom Consumers Purchase Bike
For Whom Percentage
Family 40
Yourself 30
Son 20
Girlfriend 10
Fig no 5.11 Graphical representation
Interpretation:
From the above data it can be reflected that, 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. Fi rstl y, 40% of bike has been
purchase having in the mind of family commit , se lf 30%, 20% for son and
10% for others.
40%
30%
20%
10%
PercentageFamily Yourself Son Girlfriend
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Table no 5.12 Table showing Reason for Purchasing Yamaha Bike
Reason Percentage
Brand Value 80
Design 05
Publicity 14
Scheme 00
Gift 01
Fig no 5.12 Graphical representation
Interpretation:
From the above data it can be reflected that, the bike has purchased
according to brand value, design, publicity and others base. The
common factor, in the present firstly brand value is the m ain factor
i. e. 80 %people has been purchased any motor bike and 14% has been purchased
having the main factor of publicity.
80
514
0 1
Brand Value Design Publicity Scheme Gift
PercentagePercentage
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Table no 5.13 Table showing Brakes types most likely by customers
Brakes Percentage
Disk Brakes 85
Drum Brakes 15
Fig no 5.13 Graphical representation
Interpretation:
From the above data it can be reflected that, the main factor is used for
customer favorably through disc brake and drum brake. It is 80% used disc brake
and rest of used drum brake.
Disk Brakes
85%
Drum Brakes
15%
Percentage
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Page 45
Table no 5.14 Table showing Wheels type attracted to customers
Wheels Percentage
Spoke Wheel 20
Alloy Wheels 80
Fig no 5.14 Graphical representation
Interpretation:
From the above data it can be reflected that, 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
0
10
20
30
40
50
60
70
80
90
Spoke Wheel Alloy Wheels
Percentage
Percentage
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Table no 5.15 Table showing Experience of the consumers
Experience Percentage
Good 20
Excellent 75
Satisfactory 05
Not good 00
Fig no 5.15 Graphical representation
Interpretation:
From the above data it can be reflected that, 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.
0
1020
30
40
50
60
70
80
Good Excellent Satisfactory Not good
Percentage
Percentage
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Table no 5.16 Table showing Customers attitudes towards servicing of motor bike
Attitude Percentage
Showrooms 95
Road Mechanic 05
Fig no 5.16 Graphical representation
Interpretation:
From the above data it can be reflected that, 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.
95%
5%
Percentage
Showrooms Road Mechanic
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Page 48
Table no 5.17 Table showing the customers attitude towards get the full value of
money with the product
Attitude Percentage
Yes 100
No 00
Fig no 5.17 Graphical representation
Interpretation:
From the above data it can be reflected that, 100% customers attitude has
been found towards full value money has taken over all the products.
100
0
Yes No
Percentage
Percentage
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Page 49
Table no 5.18 Table showing Customer attitudes towards the feeling about dealer
services represents the current brands.
Dealer Service Percentage
Extremely Well 45
Average Well 50
Average not very well 05
Not well at all 00
Fig no 5.18 Graphical representation
Interpretation:
From the above data it can be reflected that, yes, 50% customers has been
highlight about brands and can have very well whenever 45% extremely well and
rest of average.
0
5
10
15
20
25
30
35
40
45
50
Extremely
Well
Average Well Average not
very well
Not well at all
Percentage
Percentage
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Chapter 6
FINDINGS, SUGGESTIONS & CONCLUSIONS
6.1Findings1. Customers are generally satisfied with attitude of dealers at the time of
sales.
2. Every brand of bikes has a poor response in terms of sales follow up.3. Hero Honda is the most famous brand.4. Favored bikes in todays date are
Hunk Pulsar Apache
5. Customers stress on quality as complimentary to looks.6. Mileage is what everybody wants.7. Mostly males are attracted by the Yamaha bike, from the research 99%
male are uses Yamaha bikes from the respondents.
8. 85% unmarried people likes to drive Yamaha bike, and 15% marriedpeople are like to uses Yamaha bikes.
9. 18-25 age group people likes the Yamaha bike to drive.10.45% student & 40% service people mostly like the Yamaha attitude.11.In the income wise classification group, 10000-15000 income group like
35% and 15000-20000 income group people like 40%.
12.From the respondents, large number of people likes Bajaj bikes.13.99% Yamaha users are satisfied with their bikes.14.From the research, 40% respondents are adopted bikes by speed, 30% by
mileage.
15.35% people get the information by TV.16.30% people said that bike riding is the passion.17.40% users are purchase bike for their family, 30% are himself, 20% are
for son.
18.80% people are purchases because of brand value.
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19.85% bike users are likes disk brakes in the bike.20.80% users like alloy wheels in the bike.21.75% people gives experience as excellent about Yamaha bike.22.From the research process, 95% users are like to do servicing in the
showrooms.
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6.2 SUGGESTIONS
1. INTRODUCTION OF NEW BRANDS Yamaha should introducenew bikes in the market. It will definitely make the market
oligopolistic, but will improve the condition of Yamaha.
2. BIKE IN 150 CC SEGMENTYamaha does not has any successful bikein these 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 loyalcustomers but when it comes to Yamaha, people still talk about RX-
100.yamaha should develop a bike like RX-100, and this time mileage and
style should also be considered.
5. 360 degree marketing approach and need to follow aggressive promotionalcampaigns to grab a larger piece of pie in the motorcycle segment.
6. Focus should be on teenagers, young and executives as they representlargest portion of the bike user segment.
7. Provide better sales follow up which almost every brand lacks theresearch 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 necessityso mileage should be a concern, so it needs to create a better image in the
mind of its customers regarding mileage.