yamaha marketing consumer behaviour final

8/22/2019 Yamaha Marketing Consumer Behaviour Final

1/116

A

RESEARCH REPORT

ON

CONSUMER BEHAVIOURIN TWO WH EELERS INDUSTRIES

WITH SPECIAL REF. TO

2011-13

SUBMITTED FOR REQUIREMENT OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO SUBMITTED BY

DR.HARI PRAKASH ZIAUDDIN KHAN

(DIRECTOR SIR) MBA (4TH sem)

Roll No. 1127270118

GREATER NOIDA INSTITUTE OF TECHNOLOGY

GREATER NOIDA


2/116

This is to certify that the SUMMER TRAINNING ProjectReport entitled CONSUMER BEHAVIOUR IN TWO WHEELERS

INDUSTRIES being submitted by ZIAUDDIN KHAN forfulfillment of the requirement of Mahamaya Technical

University is a record of an independent work done by hisunder my guidance and supervision.

Prof. Hari Praksh

Director-MBA Guide

Greater Noida Institute of Technology Mr.Shiv

ranjan

GNIT, Greater Noida.

(MBA Institute)-Code: 272

DECLARATION

CERTIFICATE


3/116

I, ZIAUDDIN KHAN to declare that the project report entitled

CONSUMER BEHA VIOUR IN TWO WHEELERS INDUSTRIES being submitted to the MAHAMAYA TECHNICAL UNIVERSITY for the partial

fulfillment of the requirement for the degree of Master of BusinessAdministration is my own endeavors and it has not been submitted earlier

to any institution/university for any degree.

Place:

Date: (ZIAUDDIN KHAN)

DECLARATION


4/116

ACKNOWLEDGEMENT

I, Ziauddin Khan, hereby declare that this report is prepared on the basis

of Primary Research Work conducted by me onCONSUMERBEHAVIOUR IN TWO WH EELERS INDUSTRIES It is an originalpiece of my work and no part of this report has been submitted to any

other Institute or University prior to the submission to MahamayaTechnical University, Noida.

In order to complete this study I have received guidance and supports from

several persons and institutions. I owe enormous intellectual debt towards

my guide Mr. Shiv Ranjan Sir who has augmented my knowledge in the

field of, helping me learn about the process and giving me valuable insight

into the subject.

I am obliged to him for being extremely patient, giving me sufficient time for

discussions and guidance at all stages through the course of this training. My

increased spectrum of knowledge in this field is the result of his constant

supervision and direction that has helped me to absorb relevant and high

quality information.

Last but not the least, I feel indebted to all those persons and organizations

which have provided information and helped me directly or indirectly in

successful completion of this study.

ZIAUDDIN KHAN


5/116

AT A GLANCE


6/116

TABLE OF CONTENTS

Chapter.-1. INTRODUCTION

Chapter.-2. CRITICAL REVIEW OF LITERATURE

Chapter.-3. CORPORATE INTRODUCTION

- Company profile

- Industry profile

- Products of Yamaha

- SWOT checklist

Chapter.-4. RESEARCH METHODOLOGY

- Research problem and objective

- Research process

- Research design

- Scope of study

Chapter.-5. DATA COLLECTION AND PRESENTATION

Chapter -6 GRAPHICAL DATA ANALYSIS AND ITS

INTERPRETATION

Chapter.-7. FINDINGS OF THE RESEARCH

Chapter.-8. GAPS IN LITERATURE REVIEW

Chapter-9. SCOPE OF FURTHER RESEARCH


7/116

Chapter.-10. PROBLEM IDENTIFICATION

Chapter.-11. CONCLUSION

Chapter.-12. SUGGESTIONS

Chapter -13. LIMITATIONS

Chapter -14. BIBLIOGRAPHY


8/116

EXECUTIVE SUMMARY

OBJECTIVE :

RESEARCH METHODOLOGY :

The research had to be conducted through a survey based on questionnaires

Sample size

200.

Brands covered

Hero honda

Bajaj

Honda

Tvs

Suzuki

Yamaha

Target Area

New Delhi

Noida

Greater Noida


9/116

Sampling used

simple random.

Scaling used

5 point likert scale .


10/116

DATA ANALYSIS :

Analysis was done on the basis of 22 parameters. Bar charts were developed on

these parameters which compare different brands in the 2 wheeler industry.with the

help of these charts. yamahas position in the market is found and analysed .

SUGGESTIONS :

Introduction of new brands.this may turn the market oligopolistic but will

definitely increase the market share.

Looks and style should not be over stressed as compared to quality and mileage.

Yamaha does not have any successful 150 cc bike.

Yamahas R & D facilities should coordinate with the marketing wing to give

customers what they want.

Secondary research shows that yamaha has a good brand awareness. But when it

comes to real market , it is an illusion.

360 degree marketing approach with aggressive promotional campaigns should

be followed.

Focus should be on young teenagers and executives as they represent largest

portion of the bike user segment .

Provide better sales follow up which almost every brand lacks .


11/116

Indian customers generally do not use bike for fashion but as a necessity so

mileage should be a concern.


12/116

CHAPTER 1

INTRODUCTION


13/116

INTRODUCTION

Research means detailed study of a problem. Here, the details of the marketing

problem are collected and studied, conclusions are drawn and suggestions are made to solve

the problem quickly, correctly and systematically. In MR, specific marketing problem is

studied in depth by collecting and analyzing all relevant information and solution aresuggested to solve the problem which may be related to consumers, product, market

competition, sales promotion and so on.

MR is special branch of marketing management. It is comparatively of recent in origin. MR

acts as an investigative arm of a marketing manager. It suggests solution on marketing


14/116

problem for the consideration and selection by a marketing manager. MR also acts as an

important tool to study buyer behaviour, changes in consumer life-style and consumption

patterns, brand loyalty and forecast market changes.

In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the onehand and sales promotion on the other hand. It is rightly treated as the soul of modern

marketing management. MR suggests possible solution on marketing problem to marketing

manager for his consideration and final selection. It is rightly said that the beginning and end

of marketing management is marketing research. It is primarily used to provide information

needed to guide marketing decision, market mix. It acts as a support system to marketing

management.

INCREASING NEED OF MARKETING RESEARCH

1) Growth and complexity of markets :- Markets are no more local in character. They are

now national and even global in character. The marketing activity is becoming increasingly

complex and broader in scope as more firms operate in domestic and global markets.

Manufactures find it difficult to establish close contact with all markets and consumers

directly. Similarly, they have no control on the marketing system once the goods are sold out

to middlemen. This situation creates new problem before the manufacturers which can be

faced effectively through MR as it acts as a feed-back mechanism to ascertain first hand

information, reaction, etc. of consumers and middleman. Marketing activities can be adjusted

accordingly.

2) Wide gap between producers and consumers:- marketing research is needed as there

is a wide gap between producers and consumers in the present marketing system. Due to

mass scale production and distribution, direct contact between producers and consumers.

Producers do not get dependable information as regards needs, expectation and reactions of

consumers, they are unable to adjust their products, packaging, prices, etc. as per the needs of

consumers. The problem created due to information gap can be solved only through MR as it

possible to establish contact with consumers and collect first hand information about their

needs, expectation, likes, dislikes, preferences and special features of their behaviour. Thus,

MR is needed for removing the wide communication gap between producers and consumers.


15/116

3) Changes in the composition of population and pattern of consumption : - In India,

many changes are taking place in the composition of population. There is a shift of

population from rural to urban areas. There have been considerable changes in the

consumption and expenditure patterns of consumers in India. The incomes of the people, in

general, are rising. This brings corresponding increase in their purchasing capacity and

buying needs and habits. The demand for consumer durables is fast increasing. The marketare now flooded with consumer durables like TV sets and so on. Manufacturers are expected

to know such qualitative and quantitative changes in the consumer preferences and their

consumption pattern. For achieving this objective, MR activities are necessary and useful. In

brief, MR is needed for the study of changes in the pattern of consumption and corresponding

adjustment in the marketing planning, policies strategies.

4) Growing importance of consumers in marketing:-Consumers occupy key position in

modern marketing system. They are now well informed about market trends, goods available,

consumer rights and protection available to them through consumer protection acts, the

growth of consumerism has created new challenges before manufacturers and traders. Even

growing customer expectations create situation when manufacturers have to understand such

expectations and adjust the production policies accordingly. Indifference towards consumer

expectations may lead to loss of business. In the present marketing system, consumers cannot

be taken for granted. Marketing research particularly consumer research gives valuable data

relating to consumers. It is possible to use such data fruitfully while framing marketing

policies. Thus, marketing decisions can be made pro consumer through marketing research

activities.

5) Shift of competition from price to non-price factors:- Cut-throat competition is

unavoidable in the present marketing field. Such competition may be due to various factors

such as price, quality, and packaging, advertising and sales promotion techniques. Entry of

new competitors creates new problems in the marketing of goods and services. In addition,

market competition is no more restricted to price factor alone. There are other non-price

factors such as packaging, branding, after-sales and advertising which create severe market

competition. Every producer has to find out the extent of such non-price competition and the

manner in which he can face it with confidence. MR is needed as it offers guidance in this

regards. A manufacturer can face market competition even by using certain non-price factors.

The shifting of competition from price to non-price factors has made marketing of consumer


16/116

goods more complicated and challenging. This challenge can be faced with confidence by

using certain measures through marketing research.

6) Need of prompt decision making :- In competitive marketing, marketing executive

have to take quick and correct decision. Companies have to develop and market new products

more quickly than ever before. However, such decision is always difficult. Moreover, wrong

decisions may bring loss to the organisation. For correct decision making, marketing

executive need reliable data and up to date market information. Here, MR comes to the rescue

of marketing manager. Problems in marketing are located, defined, analysed and solved

through MR techniques. This suggests its need as a tool for decision making. MR is needed

as a tool for reasonably accurate decision making in the present highly competitive market

system.


17/116

CHAPTER 2

CRITICAL REVIEW OF LITERATURE


18/116

LITERATURE REVIEW

Customer satisfaction is an ambiguous and abstract concept and the

actual manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a number of

both psychological and physical variables which correlate with satisfaction

behaviors such as return and recommend rate. The level of satisfaction can also vary

depending on other options the customer may have and other products against

which the customer can compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the

effort of quantitative measurement. These ten domains of satisfaction include:

Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-

departmental Teamwork, Front line Service Behaviors, Commitment to the

Customer and Innovation. These factors are emphasized for continuous

improvement and organizational change measurement and are most often utilized to

develop the architecture for satisfaction measurement as an integrated model. The

basis for the measurement of customer satisfaction is by using the gap between the

customer's expectation of performance and their perceived experience of

performance. This provides the measurer with a satisfaction "gap" which is


19/116

objective and quantitative in nature customer satisfaction equals perception of

performance divided by expectation of performance.

Marketers in recent times have realized the importance of marketing orientation,

and this is being reflected in the application of marketing mix elements.

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 who is he. Is there a real Indian

customer or there is a set of stereotype. All the conventional wisdom in market

research tends to favor the view that that there are distinct types, and we need to

isolate them according to some parameter and label them.

Customer satisfaction as the key element for success in business is a major concern

for any industry. In this paper I have tried to propose a how customer satisfaction

level can affect the performance of an organization.

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key

performance indicator within business and is part of the four perspectives of a

Balanced Scorecard. In a competitive marketplace where businesses compete for

customers, customer satisfaction is seen as a key differentiator and increasingly has

become a key element of business strategy.


20/116

There is a substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms.

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an indication of

how successful the organization is at providing products and/or services to the

marketplace.


21/116

Selecting Target Market

A review of marketing opportunities often helps in identifying distinct consumer

segments with very distinct wants and needs. Identifying these groups, learning how

they behave and how they make their purchase decisions enables the marketer to

design and market products or services particularly suited for their wants and needs.

Based on earlier done research following conclusion were drawn about

Yamaha as a Brand in two wheeler industry:

Yamahas objective

It produces bikes that have speed and power irrespective of the

mileage.

Customers age

22-25 years.

Income group -

Upper middle class and high class

Profession

Students and young executives

Prime focus

Style

Performance

Value of money


22/116

Based on earlier research done Hero Honda, Bajaj Auto and Enfield motorcycles have

come out tops in the customer satisfaction ratings in the 2007 TNS Motorcycle Total

Customer Satisfaction Study conducted by TNS Automotive.

The study says that newly launched motorcycles including the Splendor NXG and

CBZ Extreme from Hero Honda, Discover 135 from Bajaj Auto and Bullet 350 from

Enfield have been ranked highest in their respective segments.

The study was conducted by compiling responses of more than 7,000 new motorcycle

buyers as regards the performance of more than 50 models across parameters like

sales satisfaction, product quality, motorcycle performance and design, after-sales

service, brand image, and cost-of-ownership.

The index score provides a measure of satisfaction and loyalty that a given model or

brand enjoys among its customers.

The study also found that the expectation of the buyer of standard motorcycles (entry

level bikes) has gone up from the previous level, now the buyer also expects similar

attention and commitment as the buyer of higher value bikes.

Styling of the bikes in executive segment is gaining importance in overall customer

satisfaction. In transacting with the service dealer, competitive pricing and

explanation have gained importance as well as have high impact on retention.

For the upper executive segment latest technology and style have gained importance.

Explanation of feature and benefit gained in terms of stated importance while

Salesperson knowledge impacts largely on retention.


23/116

Premium segment buyers are at the center of focus for all of the manufacturers that

have educated the customer and empowered him to buy consciously after comparing

all the options, now he expects manufacturers to give him the best technology, he

questions salesperson and look for the best financing options available and demands

quick service.

For future purchases the preference for motorcycles with high engine capacity (150cc

and above) is seen in all four regions of the country however it is almost 70% in south

closely followed by west. Across the country, close to 24% of current motorcycle

owners intend to upgrade to a four-wheeler as their next vehicle. The propensity to

upgrade to a car is higher in the north as compared to other parts of the country.


24/116

CHAPTER 3

CORPORATE INTRODUCTION


25/116

COMPANY PROFILE

About Yamaha motors 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 completecontrol as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.

India Yamaha Motor operates from its state-of-the-art-manufacturing units at

Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both

for domestic and export markets. With a strong workforce of 2000 employees, India

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


26/116

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 worldclass products & services delivered by people having "passion for customers".

We are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of

YAMAHA products, focusing on serving our customer where we can build long term

relationships by raising their lifestyle through performance excellence, proactivedesign & innovative technology. Our innovative solutions will always exceed the

changing needs of our customers and provide value added vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for action

and delivering results. Our employees are the most valuable assets and we intend to

develop them to achieve international level of professionalism with progressive careerdevelopment. As a good corporate citizen, we will conduct our business ethically and

socially in a responsible manner with concerns for the environment.

Grow through continuously innovating our business processes for creating value and

knowledge across our customers thereby earning the loyalty of our partners &increasing our stakeholder value.

Customer #1

We put customers first in everything we do. We take decisions keeping the customer

in mind.

Challenging Spirit

We strive for excellence in everything we do and in the quality of goods & services

we provide. We work hard to achieve what we commit & achieve results faster than

our competitors and we never give up.


27/116

Team-work

We work cohesively with our colleagues as a multi-cultural team built on trust,

respect, understanding & mutual co-operation. Everyone's contribution is equallyimportant for our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We activelylisten to others and participate in healthy & frank discussions to achieve the

organization's goals.

Manufacturing Process:

IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad

(Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two

Yamaha Plants.

The infrastructure at both the plants supports production of motorcycles and it's parts

for the domestic as well as oversees market. At the core are the 5-S and TPM

activities that fuel our agile Manufacturing Processes. We have In-house facility forMachining, Welding processes as well as finishing processes of Electroplating and

Painting till the assembly line.

The stringent Quality Assurance norms ensure that our motorcycles meet the reputedInternational standards of excellence in every sphere.As an Environmentally sensitive

organization we have the concept of "Environment-friendly technology" ingrained in

our Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain

water - Harvesting mechanism, a motivated forestation drive. The IS0-14001certification is on the anvil - early next year. All our endeavors give us reason to

believe that sustainable development for Yamaha will not remain merely an idea in

pipeline.We believe in taking care of not only Your Motoring Needs but also theneeds of Future Generations to come.

Corporate Philosophy:

For society, for the world

Yamaha works to realize

Our corporate mission of realizing Kando

Yamaha Motor is a company that has worked ever since its founding to build products

defined by the concepts of high-quality and high-performance and light weight and

compactness as we have continued to develop new technologies in the areas of smallengine 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 thefundamental 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 more fulfilling


28/116

by offering greater speed, greater mobility and greater potential.

Said in another way, our aim is to bring people greater joy, happiness and createKando* 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 offersnew excitement and a more fulfilling life for people all over the world and to use our

ingenuity and passion to realize peoples dreams and always be the ones they look to

for the next Kando.


29/116


30/116

Hierarchical Structure

Managing Director and CEO

Senior Vice President

Vice President Top Management

Associate Vice President

Chief General Manager

General Manager Senior Management

Deputy General Manager

Chief Manager

Manager Middle Management

Assistant Manager

Senior Superintendent

Senior Officer

Officer Operational Staff

Assistant Officer


31/116

Industry profile

The Indian automotive industry consists of five segments: commercial vehicles;

multi-utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors.

With 5,822,963 units sold in the domestic market and 453,591 units exported during

the first nine months of FY2005 (9MFY2005), the industry (excluding tractors)marked a growth of 17% over the corresponding previous. The two-wheeler sales

have witnessed a spectacular growth trend since the mid nineties.

Two-wheelers: Market Size & Growth

In terms of volume, 4,613,436 units of two-wheelers were sold in the country 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 thepast five years. The key demand drivers for the growth of the two-wheeler industry

are as follows:

Inadequate public transportation system, especially in the semi-urban and rural

areas; Increased availability of cheap consumer financing in the past 3-4 years;

Increasing availability of fuel-efficient and low-maintenance models;

Increasing urbanization, which creates a need for personal transportation;

Changes in the demographic profile; Difference between two-wheeler and passenger car prices, which makes two-

wheelers the entry level vehicle; Steady increase in per capita income over the past five years; and Increasing number of models with different features to satisfy diverse consumer

needs.

While the demand drivers listed here operate at the broad level, segmental demand is

influenced by segment-specific factors.


32/116


33/116

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 easily applied to the

making of metal frames and motor parts for motorcycles. Yamaha Motor is

the world's second largest producer of motorcycles (after Honda). It also

produces many other motorized vehicles such as all-terrain vehicles,boats,

snowmobiles,outboard motors, and personal watercraft.

The Yamaha corporate logo is comprised of three tuning forks placed on

top of each other in a triangular pattern.

In 2000, Toyota and Yamaha Corporation made a capital alliance where

Toyota paid Yamaha Corporation 10.5 billion yen for a 5 per cent share in

Yamaha Motor Company while Yamaha and Yamaha Motor each bought

500,000 shares of Toyota stock in return.
http://en.wikipedia.org/wiki/Japanhttp://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/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://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/Japanhttp://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/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://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_Corporation


34/116

RACING HERITAGE

Yamaha has a long racing heritage where it has had its machines and team

win many different competitions in many different areas, for example both

road and off road racing, also Yamaha has had great success with riders

such as Bob Hannah, Heikki Mikkola, Kenny Roberts, Chad Reed, Jeremy

McGrath, Stefan Merriman, Wayne Rainey, and the latest, Valentino Rossi.

Yamaha is known to those who are older in age as the designer of the

modern motocross bike, as they were the first to build a production mono-

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 TD2.

MOTORCYCLE MODELS

Yamaha has made an extensive number of two- and four-stroke scooters,

on-road and off-road motorcycles. The Yamaha XS 650, introduced in

1970, was such an overwhelming success that it crippled the British

monopoly of vertical twin motorcycles.

ELECTRICAL VEHICLES

MOTORCYCLES

Yamaha Alba
http://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/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_TD2http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://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/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_TD2http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1


35/116

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

MOPEDS

Yamaha PAS (Nickel metal hydride battery)

PAS Lithium (Lithium ion battery)

PAS Business (Ni-Cd battery)

Yamaha YQ50 Aerox R

Yamaha Jog

Yamaha Jog R

Yamaha Neo's
http://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_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/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://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/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_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/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://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=1


36/116

Yamaha BW'S

Yamaha Morphous

Yamaha XF50X (C3/Vox/Giggle)

Yamaha FS1 (Yamaha FS1E)

Yamaha Lagend

Yamaha DT50

Yamaha TZR

Yamaha QT50

GOLF CARTS

Yamaha G1

Yamaha Drive

PERSONAL WATERCRAFT

WaveRunner

WHEELCHAIRS

JW Active

JW-IB

Nesquick sponsored Race chair

WHEELCHAIR UPGRADE PARTS

JWX-1

JW-II
http://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/wiki/WaveRunnerhttp://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/wiki/WaveRunner


37/116

JW-I

Wetard chair 85

ALL-TERRAIN VEHICLES

BW80 / 200 / 350

YFZ450

Raptor 80 / 350 / 660 / 700

Blaster 200

Banshee 350

Warrior 350

Bruin 350

Kodiak 400 / 450

Grizzly 80 / 125 / 350 / 400 / 450 / 600 / 660 / 700

Big Bear 400

Wolverine 350 / 450

Tri-Z 250

SNOWMOBILES

Yamaha has recently claimed a 100% four-stroke snowmobile line-up,

making them the only snowmobile manufacturer to do so. In Canada

though, there are still three models that Yamaha manufactures that are still

2 stroke. They are the Bravo, VK 540 and the Venture XL. Yamaha had

introduced four-strokes to their line-up in 2003 and the line-up became
http://en.wikipedia.org/w/index.php?title=Yamaha_BW80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW200&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_YFZ450http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Raptor_660http://en.wikipedia.org/wiki/Yamaha_Raptor_700Rhttp://en.wikipedia.org/w/index.php?title=Yamaha_Blaster_200&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Banshee_350http://en.wikipedia.org/w/index.php?title=Yamaha_Warrior_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Bruin_350http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_125&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_450&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Grizzly_600http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_660&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_700&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Big_Bear_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Tri-Z_250&action=edit&redlink=1http://en.wikipedia.org/wiki/Four-strokehttp://en.wikipedia.org/w/index.php?title=Yamaha_BW80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW200&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_YFZ450http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Raptor_660http://en.wikipedia.org/wiki/Yamaha_Raptor_700Rhttp://en.wikipedia.org/w/index.php?title=Yamaha_Blaster_200&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Banshee_350http://en.wikipedia.org/w/index.php?title=Yamaha_Warrior_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Bruin_350http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_125&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_450&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Grizzly_600http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_660&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_700&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Big_Bear_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Tri-Z_250&action=edit&redlink=1http://en.wikipedia.org/wiki/Four-stroke


38/116

four-stroke based for model year 2005. Many say that Yamaha has proven

snowmobiles can be clean, efficient, and reliable all while maintaining

strong performance. The RX-1 released in 2003 was the first performance-

oriented four-stroke snowmobile to ever hit the market. It was not, however,

the first modern four-stroke snowmobile produced. That honor belongs to

Arctic Cat for their Yellowstone Special, released in 2000, which was

designed as a rental sled that could meet Yellowstone National Park's

stringent emission requirement. However, the Yamaha received much

criticism for its weight disadvantage when compared to similar two-strokes,

despite its excellent fuel economy and low-range torque. Yamaha is now on

the cutting edge of four-stroke technology with the introducing of their 80FI

engine which is equipped on the Phazer and Venture Lite models. This

engine has one of the highest specific output of any four-stroke in

production, with 160 HP/L, Yamaha achieves this even without the use of a

forced induction system. Yamaha is also a key player in the "four-stroke

wars", which are a series of advertisements from opponent Ski-Doo who

claim their 2-tec and power-tek equipped two-strokes are still cleaner and

more efficient than four-strokes, while Yamaha still claims the four-strokes

are cleaner. Yamaha also broke a multi-year absence from sno-cross in the

winter of 2006-07 with their introduction of a factory race team headed by

formerArctic Cat racer Robbie Malinoski.

CURRENT LINE-UP

Bravo

Apex

Attack
http://en.wikipedia.org/wiki/Arctic_Cathttp://en.wikipedia.org/wiki/Yellowstone_National_Parkhttp://en.wikipedia.org/wiki/Emission_standardhttp://en.wikipedia.org/wiki/Torquehttp://en.wikipedia.org/w/index.php?title=Specific_output&action=edit&redlink=1http://en.wikipedia.org/wiki/Forced_inductionhttp://en.wikipedia.org/wiki/Ski-Doohttp://en.wikipedia.org/wiki/Arctic_Cathttp://en.wikipedia.org/wiki/Arctic_Cathttp://en.wikipedia.org/wiki/Yellowstone_National_Parkhttp://en.wikipedia.org/wiki/Emission_standardhttp://en.wikipedia.org/wiki/Torquehttp://en.wikipedia.org/w/index.php?title=Specific_output&action=edit&redlink=1http://en.wikipedia.org/wiki/Forced_inductionhttp://en.wikipedia.org/wiki/Ski-Doohttp://en.wikipedia.org/wiki/Arctic_Cat


39/116

Nytro

FX Nytro

Phazer (4th Generation)

RS Rage

RS Vector

RS Venture

VK Professional

SIGNIFICANT PREVIOUSLY PRODUCED MODELS

Bravo

coRy

Enticer

Exciter

Phazer (1st-3rd Generations)

Mountain Max

RX-1

SnoScoot

Sno Sport

SRV 540

SRX

SRX 440
http://en.wikipedia.org/wiki/Phazerhttp://en.wikipedia.org/wiki/Phazerhttp://en.wikipedia.org/wiki/Phazerhttp://en.wikipedia.org/wiki/Phazer


40/116

SX R

SX Viper/Venom

Venture

VK 540

VMAX

VMAX SX

Vmax

Vmax-4

SNOWBLOWERS

YT-600E

YT-600ED

YT-660EDJ

YS-870

YS-870J

YS-1070

YT-1080ED

YT-1080EX

YT-1290EX

YT-1290EXR

YS-1390A


41/116

YS-1390AR

YAMAHA-R15

REMOTE-CONTROLLED HELICOPTERS

Yamaha R-50

Yamaha R-MAX

OUTBOARD MOTORS

4 stroke series

4 stroke jet drive series

2 stroke V6

2 stroke portable / mid range

Full list

KART ENGINES

KT SERIES 2 STROKE

KT100SD

KT100SC

KT100SEC

KT100SP

KT100J

KT100AX

KT100A2

OTHER VEHICLES
http://en.wikipedia.org/wiki/Unmanned_aerial_vehiclehttp://en.wikipedia.org/w/index.php?title=Yamaha_R-50&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_R-MAX&action=edit&redlink=1http://www.yamaha-motor.com/outboard/products/lifestylehome/home.aspxhttp://en.wikipedia.org/wiki/Unmanned_aerial_vehiclehttp://en.wikipedia.org/w/index.php?title=Yamaha_R-50&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_R-MAX&action=edit&redlink=1http://www.yamaha-motor.com/outboard/products/lifestylehome/home.aspx


42/116

Yamaha has also built engines for other manufacturers' vehicles, most

notably the V-6 and V-8 engine for the Ford Taurus SHO. The Volvo XC90

uses a larger version of the same Yamaha V-8 engine. They also built

Formula One racing engines from the late 1980s to the mid 1990s, with

little on track success. In 1991, Yamaha developed its F1 engined supercar

called the OX99-11 where two drivers sit in tandem in front of the engine,

but the project was canned due to the world recession and lack of interest.

Yamaha also tunes engines for other manufacturers, Toyota being one of

them. Yamaha logos are, for instance, found on the Toyota S engines. As

well as the 2ZZ-GE utilized by Toyota, Pontiac, and Lotus.

Yamaha developed a prototype for a two-seater sports car with help of

Albrecht Goertz. While the Yamaha/Nissan partnership never progressed

beyond the prototype stage, Toyota took up the design and released the

Toyota 2000GT.

Yamaha is also one of the big 4 companies in the Personal water craft

market.

WATER PURIFIER

ALKALION PURIFIER

OH-A21N

PURIFIER

OH-U20-SA2

OH-U20-SB1

OH-U30-HS
http://en.wikipedia.org/wiki/Ford_SHO_V6_enginehttp://en.wikipedia.org/wiki/Ford_Yamaha_V8_enginehttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Volvo_XC90http://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Supercarhttp://en.wikipedia.org/wiki/Yamaha_OX99-11http://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyota_S_enginehttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Pontiachttp://en.wikipedia.org/wiki/Lotus_Carshttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Toyota_2000GThttp://en.wikipedia.org/wiki/Personal_water_crafthttp://en.wikipedia.org/wiki/Ford_SHO_V6_enginehttp://en.wikipedia.org/wiki/Ford_Yamaha_V8_enginehttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Volvo_XC90http://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Supercarhttp://en.wikipedia.org/wiki/Yamaha_OX99-11http://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyota_S_enginehttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Pontiachttp://en.wikipedia.org/wiki/Lotus_Carshttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Toyota_2000GThttp://en.wikipedia.org/wiki/Personal_water_craft


43/116

OH-U30-KA4

OH-U30-SB3

OH-U40-KA2

OH-U40-SB1


44/116

BUSINESS MACHINES

Robot

Surface mounter

Pool

CNC machine

Golf car

o G31E

o G31AL

Engine

o MT series (2 stroke)

MT 110

MT 110 VLS

o MZ series (4 stroke)

MZ 125

MZ 175

MZ 200 (New Model)

MZ 250

MZ 300

MZ 360

Underground oil tank

o My Tank

Oil separator

o Pattol series

Food additive

Gas heat pump
http://en.wikipedia.org/wiki/CNChttp://en.wikipedia.org/wiki/CNC


45/116

o M series

o SH series

o 3HP multi

o Living mate

o YCJ series


46/116

MARKET CHARACTERISTICS

DEMAND

SEGMENTAL CLASSIFICATION AND CHARACTERISTICS

The three main product segments in the two-wheeler category are scooters,

motorcycles and mopeds. However, in response to evolving demographics and

various other factors, other sub segments emerged, viz. scooterettes, gearless scooters,

and 4-stroke scooters. While the first two emerged as a response to demographic

changes, the introduction of 4-stroke scooters has followed the imposition of stringent

pollution control norms in the early 2000. Besides, these prominent sub-segments,

product groups within these sub-segments have gained importance in the recent years.

Examples include 125cc motorcycles, 100-125 cc gearless scooters, etc. The

characteristics of each of the three broad segments are discussed in Table 1.

Two-Wheelers: Comparative Characteristics

Scooter Motorcycle Moped

Price*(Rs. asin January

2008)> 22,000 > 30,000 > 12,000

Stroke2-stroke, 4-

strokeMainly 4-stroke 2-stroke

Engine

Capacity (cc)90-150 100, 125, > 125 50, 60

Ignition Kick/Electronic Kick/Electronic Kick/Electronic

Engine Power(bhp)

6.5-9 7-8 and above 2-3

Weight (kg) 90-100 > 100 60-70

Fuel 50-75 50-80+ 70-80


47/116

Efficiency

(km per litre)

Load

CarryingHigh Highest Low

Segmental Market Share

The Indian two-wheeler industry has undergone a significant change over the past 10

years with the preference changing from scooters and mopeds to motorcycles. The

scooters segment was the largest till FY1998, accounting for around 42% of the two-

wheeler sales (motorcycles and mopeds accounted for 37% and 21 % of the market

respectively, that year). However, the motorcycles segment that had witnessed high

growth (since FY1994) became larger than the scooter segment in terms of market

share for the first time in FY1999. Between FY1996 and 9MFY2007, the motorcycles

segment more than doubled its share of the two-wheeler industry to 79% even as the

market shares of scooters and mopeds stood lower at 16% and 5%, respectively.

Over the past 10-15 years the demographic profile of the typical two-wheeler

customer has changed. The customer is likely to be salaried and in the first job. With a

younger audience, the attributes that are sought of a two-wheeler have also changed.

Following the opening up of the economy and the increasing exposure levels of this

new target audience, power and styling are now as important as comfort and utility.

The marketing pitch of scooters has typically emphasized reliability, price, comfort

and utility across various applications. Motorcycles, on the other hand, have been

traditionally positioned as vehicles of power and style, which are rugged and more

durable. These features have now been complemented by the availability of new

designs and technological innovations. Moreover, higher mileage offered by the

executive and entry-level models has also attracted interest of two-wheeler customer.


48/116

Given this market positioning of scooters and motorcycles, it is not surprising that the

new set of customers has preferred motorcycles to scooters. With better ground

clearance, larger wheels and better suspension offered by motorcycles, they are well

positioned to capture the rising demand in rural areas where these characteristics

matter most.

Scooters are perceived to be family vehicles, which offer more functional value such

as broader seat, bigger storage space and easier ride. However, with the second-hand

car market developing, a preference for used cars to new two-wheelers among vehicle

buyers cannot be ruled out. Nevertheless, the past few years have witnessed a shift in

preference towards gearless scooters (that are popular among women) within the

scooters segment. Motorcycles offer higher fuel efficiency, greater acceleration and

more environment-friendliness. Given the declining difference in prices of scooters

and motorcycles in the past few years, the preference has shifted towards motorcycles.

Besides a change in demographic profile, technology and reduction in the price

difference between motorcycles and scooters, another factor that has weighed in

favour of motorcycles is the high re-sale value they offer. Thus, the customer is

willing to pay an up-front premium while purchasing a motorcycle in exchange for

lower maintenance and a relatively higher resale value.


49/116

Manufacturers

As the following graph indicates, the Indian two-wheeler industry is highly

concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd

(Bajaj Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of the

industry sales as in FY2007. The other key players in the two-wheeler industry are

Kinetic Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd

(LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic Auto),

Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).

Although the three players have dominated the market for a relative long period of

time, their individual market shares have undergone a major change. Bajaj Auto was

the undisputed market leader till FY2000, accounting for 32% of the two-wheeler

industry volumes in the country that year. Bajaj Auto dominance arose from its

complete hold over the scooter market. However, as the demand started shifting

towards motorcycles, the company witnessed a gradual erosion of its market share.

HHML, which had concentrated on the motorcycle segment, was the main

beneficiary, and almost doubled its market share from 20% in FY2000 to 50% in

FY2007 to emerge as the market leader. TVS, on the other hand, witnessed an overall

decline in market share from 22% in FY2000 to 17% FY2007. The share of TVS in

industry sales fluctuated on a year on year basis till FY2003 as it changed its product

mix but has declined since then.


50/116

Technology

Hitherto, technology transfer to the Indian two-wheeler industry took place mainly

through: licensing and technical collaboration (as in the case of Bajaj Auto and LML);

and joint ventures (HHML).

A third form - that is, the 100% owned subsidiary route - found favor in the early

2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2 details

the alliances of some major two-wheeler manufacturers in India.

Besides the below mentioned technology alliances, Suzuki Motor Corporation has

also followed the strategy of joint ventures (SMC reportedly acquired equity stake in

Integra Overseas Limited for manufacturing and marketing Suzuki motorcycles in

India).

Technological tie-ups of Select Players

Nature ofAlliance

Company Product

BajajAuto

Technological tie-up

Kawasaki HeavyIndustries Ltd, Japan

Motorcycles


Tokya R&D Co Ltd,Japan

Two-wheelers


Kubota Corp, Japan DieselEngines

HHML Joint Venture Honda Motor Co, Japan Motorcycles

KEL Technological tie-

up

Hyosung Motors &

Machinery Inc

Motorcycle

s

KEL Tie up formanufacturingand distribution

Italjet, Italy Scooters

LML Technological tie-up

Daelim Motor Co Ltd Motorcycles

HeroMotors


Aprilia of Italy Scooters


51/116

With the two-wheeler market, especially the motorcycle market, becoming extremely

competitive and the life cycle of products getting shorter, the ability to offer new

models to meet fast changing customer preferences has become imperative. In this

context, the ability to deliver newer products calls for sound technological backing

and this has become one of the critical differentiating factors among companies in the

domestic market. Thus, the players have increased their focus on research and

development with some having indigenously developed new models as well as

improved technologies to cater to the domestic market. Further, with exports being

one of the thrust areas for some Indian two-wheeler companies, the Indian original

equipment manufacturers (OEMs) have realized the need to upgrade their technical

capabilities. These relate to three main areas: fuel economy, environmental

compliance, and performance. In India, because of the cost-sensitive nature of the

market, fuel efficiency had been an interest area for manufacturers.

It is not only that the OEMs are increasing their focus on in-house R&D; they also

provide support to the vendors to upgrade the technology and also assist those striking

technological alliances.

TRENDS IN THE TWO-WHEELER INDUSTRY

Companies raising capacity to meet the growing demand

All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML,YMIL, TYS,

HMSI and others, have increased their manufacturing capacities in the recent past.

Most of the players have either expanded capacity, or converted their existing

capacities for scooters and mopeds into those for manufacturing motorcycles. The


52/116

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 more competitive.

The indigenously launched Pulsar 150 had met with success on its launch and

thereafter, a host of models have been launched in this segment by various players.

While Bajaj Auto launched the Pulsars (180 cc, 200cc and 220cc) with digital twin

spark technology (DTSFi) that offers a powerful engine and fuel efficiency of 125 cc

models. Moreover, in the recent past, the motorcycle segment has witnessed launch of

vehicles with higher engine capacity (higher than 150cc) and power (higher than

15bhp). These include models such as Bajaj Auto Eliminator and Royal Enfield's

Thunderbird followed by HHML's Karisma and Yamaha R15 and other sports bikes.

The products in this segment cater for style conscious consumers. Quite a few players

are developing models combining features such as higher engine capacity", optimum

mix of power and performance, and superior styling. However, the extent of shift to


53/116

these products would depend on the positioning of such products in terms of price.

In the scooters segment, the market for plastic-bodied variomatic scooters continues

to witness growth in the scenario of overall decline in scooter volumes. Higher

volumes and growth are especially true for certain scooter models, such as Honda

Activa, that brought in new technology (besides variomatic transmission) to further

differentiate themselves. Thus, the need to differentiate and create a niche has led to

companies strengthening their research and development (R&D) capabilities and

reducing the development time for new models.

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


54/116

to Philippines in the completely built unit (CBU) form. Other strategy of expanding

international presence considered by few players is that of setting up assembly lines in

select South East Asian countries either on their own or in partnership with local

players. Besides, plans of select overseas technology partners to source from their

Indian partners and plans of global majors to develop their Indian manufacturing unit

as a sourcing hub may also lead to increase in two-wheeler exports from India.

SWOT ANALYSIS

Strengths:

Yamaha Motor products extend from land to sea and even into the skies, withmanufacturing and business operations that include everything from motorcycles,

PSA electro-hybrid bikes, marine and power products to automotive engines.

Continuously does product improvement in accordance with demanding

customers.

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

country.

Probably the best in terms of R&D facility.

Has great brand name and commands lot of respect among bikers community.

Weakness:

Narrow product line in terms of motorcycles.


55/116

Yamahas strategy for Indian market was on right alleyway, but somewhere

down the lane, they are still relying on conventional model which no longer inuse.

Yamaha despite the promise has failed to deliver and is still an underdog in the

race to top.

A series of unsuccessful and flop bikes have eroded the legacy of RX100 and

RD350.

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 motorshave recognized this and are bringing out new models of 4 stroke bikes quite

regularly to cater the needs of the customers.

Consumers have become technology conscious and Yamaha Motors have bestR&D facilities. So they can tap new costumers with innovative technology in

motorcycle design and manufacturing.

There lies lot of potential in 150cc and above segment and Yamaha has not made

enough inroads in this segment.

Threats:

Continuous divisions of customer segment have made conventional bikes which

was the strength of Yamaha motors.

Constant demand for price reduction from customers.

Bajaj Auto and TVS have taken large part of the market share from Yamaha.

Growing competition in the industry, both in the terms of new models and price

undercutting, too is a matter of concern as both the sales realization and operationmargins may come under pressure.


56/116

CHAPTER 4

RESEARCH METHODOLOGY


57/116

RESEARCH PROBLEM AND OBJECTIVE:

Research in common parlance refers to search for knowledge. Research is an

academic activity and as such it is used in a technical sense. According to Clifford

Woody, research comprises defining and redefining problems, formulating hypothesis

or suggesting solutions, collecting, organizing and evaluating data, making deductions

and research conclusions to determine whether they fit the formulating hypothesis.

Primary objective :

The research encompasses the primary objective of comparison and analysis of

Yamaha bikes with respect to other brands prevailing in the market i.e. , Hero

Honda ,Honda , Bajaj , TVS and Suzuki .

The primary aim is to interpret the satisfaction level of customers using

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 . it entails as to suggest yamaha how to

become a no. 1 customer oriented company

Secondary objective :

To go in detail , the research includes the study of comparative satisfaction level

of customers using different bike brands ; the various areas where competitors

supersede and the areas where the competitors lack .


58/116

Furthermore the research aims to find out the relative market

capitalization of Yamaha in the two wheeler industry and to suggest some concrete

and absolute measures to give a rise to its share in the two wheeler segment .

Research Process

Extensive Literature Survey: Before starting the research in-depth study of the

topic was done to form a clear picture of what and how research is to be done.

Formulating the Research Problem: The next step was to find out the problem

of the case. Then the problem was understood thoroughly and rephrasing the

same into meaningful terms from analytical point of view. This step is of greatest

importance in the entire research.

Design of Questionnaire: A questionnaire was developed for the survey. The

questionnaire is of structured type. Most of the questions were based on 5 point

bipolar Likert Scale.

Determining the Sample Size: Next step is to determine the number of to be

targeted from various ages, monthly salary, and gender. So a total of 200 people

were surveyed.

Collecting the data: The data was collected from various class of people based

on age, sex, income, location.

Analysis of Data: The data collected from various people was segregated into

various categories in order to analyze it. Analysis was done based on more than

22 different parameters.

Generalization and Interpretation: Data was tested and upheld several times,

and then generalizations were drawn from the analysis.

Preparation for the report: Lastly report about the research is made.

Research Design:


59/116

A Questionnaire is used to do the research

Exploratory Research design

Focus Group

Primary data analysis

Collection of Data:

Qualitative Data

Survey

questionnaires

Sampling:

Non-Probability Sampling

Judgmental Sampling

Simple Random


60/116

Sample Design:

Sampling may be defined as the selection of the some part of an aggregate or totality

on the basis of which a judgment or interference about the aggregate or totality is

made. It is the process of obtaining information about entire population by examining

only a part of it in which generalizations or influences are drawn based on the sample

about the parameter of population from which samples are taken.

Sample Size: A total of 200 people have been questioned for the purpose of filling up

the questionnaire.

Details of the Survey Conducted

Sample Size 200

Target Population 18-25 years

25-30 years

30 and above

Area Covered Delhi/ New Delhi, Noida & Greater Noida

& Semi-urban And Rural Areas of

Sampling Judgmental Simple Random

Type of Questionnaire Structured 5 point bipolar Likert Scale

Type of Questions Close ended Questions


61/116


62/116

SCOPE OF STUDY

The research was carried out to find factors which influence customer satisfaction

level to maximum level. The study projects that customer satisfaction level change

with change in various factors like during sales evaluation, during delivery of the

vehicle and after sales evaluation. This research is an attempt to provide feedback to

Motorcycle manufacturer Yamaha Motors India Ltd. so that they can bring about

changes in various departments of their organization which will help them in

becoming Number 1 motorcycle brand in India.

For instance during research factors such as technology, maintenance, looks, style,

brand image, behavior of dealers, timely delivery of documents and bike and proper

information about the product were considered.

This research would give necessary details to Yamaha motors so that it could know

the various factors that affect customer satisfaction level and then initiate appropriate

changes to make it Number 1 motorcycle brand in India.


63/116

CHAPTER 5

DATA COLLECTION AND

INTERPRETATION


64/116

DATA COLLECTION AND

INTERPRETATION

The research required collection of first hand primary data from the respondents . the

respondents necessarily were to be bike users . They were exposed to a questionnaire

containing different parameters for the evaluation of their satisfaction level . the broadparameters were :

During sales evaluation .

During vehicle delivery .

After sales evaluation .

It was expected that the respondents were honest while answering the questions with

proper consideration of the brand image of the bike they were currently using . the

questionnaire contained likert scaling to rate various parameters .

The respondents were so selected that they were representative of various segments of

bike users . the respondents were questioned on :

Petrol pumps

Service stations

Educational institutes

Vehicle showrooms

Malls

Residential areas , and

Factories

The results and responses were recorded on a SPSS data viewer (Statistical Packagefor Social Sciences) parameters were defined on a SPSS variable viewer . the next

step was to run the SPSS and acquire specific results pertaining to the research done .

The findings and analysis complementing to results are discussed in the

chapters to follow .


65/116

CHAPTER 6

GRAPHICAL DATA ANALYSIS


66/116

DATA ANALYSIS

The data analysis portion is the backbone of any primary or secondary

research . there are various tools of data analysis that helps the researcher to interprethis data into final results . the data collected in this research was analyzed using the

most effective tool of market research i.e.,SPSS(statistical package for social

sciences)

The parameters were set up giving preference to non demographic factors more thandemographic factors. the data was analyzed on the total of 20 parameters as

mentioned below :

i. customers age

ii. marital status

iii. profession

iv. education

v. attitude of dealer

vi. explanation of product features by the dealer .

vii. sales terms and conditions

viii. product display in the showroom

ix. cleaniness in showroom and service station

x. atmosphere

xi. cleanliness of purchased bike

xii. time taken in delivery

xiii. explanation of bike functions

xiv. PDI and checks made

xv. Time taken in documentation

xvi. Salesman follow up

xvii. Reminder of first service

xviii. Action to complains

xix. Replacement condition

xx. Dealer representation of brand


67/116

GRAPHICAL DATA INTERPRETATION

1. Which types of customer Attitude towards motor bike?

Male 99.5

Female 0.5

Customer Attitude towards Motor Bike

Male, 99.5

Female, 0.5

Male Female

Interpretations: Shown in the above graph shows that 99.5% male

has been preferably to motor bike and rest of

female prefer than.


68/116

2. Which people attitude towards motor bike?

Married 15%

Unmarried 85%

People attitude towards motor bike

Unmarried, 85%

Married, 15%

Married Unmarried

c

Interpretation :

85% unmarried people attitude towards motor bike whenever rest of 15% married people

attitude towards motor bike.


69/116

3. Age group of consumers towards motor bike:

Age Group 18-25 25-35 35-45 About 45

Percentage 65% 20% 10% 5%

65%

20%

10%5%

0%

10%

20%

30%

40%

50%

60%

70%

Percentage

18-25 25-35 35-45 About 45

Age Group

Age group of customers towards motor bike

Interpretation :

65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age

group of 35-45 and the rest of age group above 45 years old.


70/116

4. Professionally/Occupationally consumer attitude

towards motor bike:

Student 45%

Service 40%

Business 5%

Self Employed 5%

Others 5%

Professionally/Occup. attitude towards motor bike

Service, 40%

Student, 45%

Others, 5%

Business, 5%

Self Employed, 5%

Student Serv ice Business Self Employed Others

Interpretation :

Occupationally and professional the motor bike has been used i.e. 45% preferred by

student, in the service level it is used 40% and the rest of used in business, self

employed and for other purposes used.


71/116

5. Incomewise customer attitude towards motor bike:

10000-15000 35%

15000-20000 40%

20000-50000 15%

50000-100000 5%

Above one lac 5%

Incomewise customer attitude towards motor bike

15000-20000

40%

10000-15000

35%

20000-50000

15%

50000-1000005%

Above one lac

5%

10000-15000 15000-20000 20000-50000 50000-100000 Above one lac

Interpretation :

In the base of economically, it is used in the base of income i.e. 35% of income group

10,000-15,000, 40% of 15,000 - 20,0000, 15% of income group of 20,000-50,000 and

rest of used in the rarely above income of 50,000.


72/116

6. Which company bike and models liked by all?

Hero Honda 40%

Bajaj 45%

Yamaha 10%

TVS 3%

Honda 2%

Bike & Model like by all

Hero Honda

40%

Bajaj

45%

TVS

3%

Honda

2%

Yamaha

10%

Hero Honda Bajaj Yamaha TVS Honda

Interpretation :

40% motor bike company and its models liked by people of Hero Honda, second position

of Bajaj and third position of Yamaha and rest of TVS and other companies.


73/116

7. Are customer satisfaction towards bike?

Yes 99.50%

No 0.50%

Consumer satisfaction towards bike products

Yes, 99.50%

No, 0.50%

Yes No

Interpretation :

Approximately 100% customer satisfaction level of motor bike products and a rarely can

say that no comments about it.


74/116

8. Bikes are generally adopted by:

Speed 40%

Power/BHP 5%

Mileage 30%

Design 5%

Brand 5%

Pick up 2%

Color 5%

Comfort 8%

Bikes are generally adopt by

Mileage, 30% Power/BHP,5%

Speed, 40%

Color, 5%

Design, 5%

Brand, 5%

Comfort, 8%Pick up, 2%

Speed Power/BHP Mileage Design Brand Pick up Color Comfort

Interpretation :

65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age

group of 35-45 and the rest of age group above 45 years old.


75/116

9. People know about the bike?

TV 35%

Newspaper 15%

Friend 12%

Product Show 10%

Family 8%

Test Ride 2%

Internet 10%

Hoarding 8%

People know about the bike through:

Family, 8%

Test Ride, 2%

Internet, 10%TV, 35%

New spaper, 15%Friend, 12%

Product Show , 10%

Hoarding, 8%

TV Newspaper Friend Product Show Family Test Ride Internet Hoarding

Interpretation :

The aware and know about motor bike products about 35% by TV channels, 15%

newspapers / magazines, 12% by friends, 10% by product show, 10% through internet,

8% by family and others through test riding and hoardings.


76/116

10. Why do you drive bike / two wheelers?

Passion 30%

Self Satisfaction 8%

Cruising / Long Drive 30%

Show Off 2%

Commuting 20%

Power 10%

Why drive bike / two wheelers?

Self Satisfaction

8%

Cruising / Long

Drive

30%

Show Off

2%

Commuting

20%

Pow er

10%

Passion30%

Passion Self Satis faction Cruis ing / Long Drive Show Off Commuting Power

Interpretation :

The most important things to likewise any brand of motor bike through company, brand,

passion and fashion, satisfaction and comfortability i.e. in the base of passion 30%, long

drive 30%, commuting 20% and power 10% and the rest of others.


77/116

11. Whom did you purchase a bike?

Family 40%

Yourself 30%

Son 20%

Girl Friend 10%

Whom did you purchase a bike?

Family

40%

Yourself

30%

Son

20%

Girl Friend

10%

Family Yourself Son Girl Friend

Interpretation :

The common factor which is the bike has been purchased somehow the main aim to

factorize the commit for family, self, son or daughter and others.

Firstly, 40% of bike has been purchase having in the mind of family commit, self 30%,

20% for son and 10% for others.


78/116

12. Why did you purchase a bike?

Brand Value 80%

Design 5%

Publicity 14%

Scheme 0%

Gift 1%

Brand Value, 80%

Design, 5%

Publicity, 14%

Sheme, 0% Gift, 1%0%

10%

20%

30%

40%

50%

60%

70%

80%

Percentage

Brand Value Design Publicity Sheme Gift

Purchase Group

Why did you purchase a bike?

Interpretation :

The bike has purchased according to brand value, design, publicity and others base. The

common factor, in the present firstly brand value is the main factor i.e. 80% people has

been purchased any motor bike and 14% has been purchased having the main factor of

publicity.


79/116

13. Which type brakes liked by customers favourite bike?

Disc Brake 85%

Drum Brake 15%

Customer attitude towards Brakes favourite bike?

Disc Brake, 85%

Drum Brake, 15%

Disc Brake Drum Brake

Interpretation :

The main factor is used for customer favourably through disc brake and drum brake. It is

80% used disc brake and rest of used drum brake.


80/116

14. Which types of wheels are attracted to customers?

Spoke Wheel 20%

Alloy Wheel 80%

Customer attitude towards types of wheel

attracted?

Spoke Wheel, 20%

Alloy Wheel, 80%

Spoke Wheel Alloy Wheel

Interpretation :

The main attraction through spoke wheels and alloy wheels, i.e. is 80% customers

preferred to alloy wheels and rest of preferred to spoke wheels.


81/116

15. How was your experience?

Good 20%

Excellent 75%

Satisfactory 5%

Not Good 0%

Customer attitude towards experience?

Satisfactry

5%

Excellent

75%

Good

20%

Not Good

0%

Interpretation :

In the most preferred through experience i.e. the good, and excellence and satisfactory

based. In the survey it has been found that 75% excellence and 20% has been telling

about with good theme.


82/116

16. Customers attitude towards servicing of motor bike:

Showroom 95%

Road Mechanic 5%

Customer attitude towards

servicing of motor bike

Showroom, 95%

Road Mechanic,

5%

Showroom Road Mechanic

Interpretation :

The main important thing that the motor bike servicing factor where it will be better do for

that. 95% customers attitude towards servicing of motor bike in showroom and rest ofroad mechanic.


83/116

17. Did the customers attitude towards get the full value of

money with the product?

Yes 100%

No 0%

Customer attitude towards

full value of money with the product

Yes, 100% No, 0%

Yes No

Interpretation :

100% customers attitude has been found towards full value money has taken over all the

products.


84/116

18. Customer attitude towards the feeling about dealer

services represents the current brands.

Extremely Well 45%

Very Well 50%

Average Not Very

Well 5%

Not Well at All 0%

ExtremelyWell

VeryWell

AverageNot

VeryWell

NotWellatAll

S10%10%20%30%40%

50%

Percentage

Feeling

Customer attitude towards the feel the dealer

services represent the current brand

Interpretation :

Yes, 50% customers has been highlight about brands and can have very well whenever

45% extremely well and rest of average.


85/116

CHAPTER 7

FINDINGS OF RESEARCH


86/116

BRANDS

PARAMETER

S

Hero

Honda

Bajaj Honda TVS Suzuki Yama

ha

Gender Male Male Male Male Male Male

Marital status Unmar

yamaha marketing consumer behaviour final

Documents