TABLE OF CONTENT

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

Chapter 2: Introduction about the company History Product line Competitors Chapter 3: Research methodology Chapter 4: Data Analysis & Interpretation Chapter 5: Suggestion, limitations & Conclusion Chapter 6: findings and conclusion Bibliography Reference

CHAPTER-1 Executive Summary:

Some of the major players that dominate the global Motorcycle market are Honda, Yamaha, Suzuki, Kawasaki, and Kinetic. Whereas the Indian market shows dominance of players like Hero Honda, Honda, Bajaj Auto Ltd, TVS motors, Kinetic, LML and Yamaha. The focus of the study is INDIA YAMAHA MOTORS which holds approximately 3 % market share in the Indian Motorcycle industry whereas it is the second biggest player in the International Motorcycle Industry. So to resolve the problem in the Indian context Yamaha must study the customer behavior and also take a feedback from the customer himself and also try to understand the trends in the motorcycles segment in the Indian markets. In this report the focus is on the MEASUREMENT OF CUSTOMER SATISFACTION with the pre sales service, after sales service and the bike performance. Based on the results of this research India Yamaha Motors Ltd. can evaluate its attributes, where it is leading and where it is lagging and can accordingly design a strategy to overcome the problems and also formulate the strategy to attain the status of the No 1 customer oriented company. The research involved collecting extensive information about the company, its product line, its dealerships and their operations and also collects the data on some parameters for its competitors. The main reason for the data collection was to measure the customer satisfaction level with the products and services offered by India Yamaha Motors. Keeping these parameters in mind a questionnaire was designed which consisted of both open ended and close ended questions to find out what the customer feels about Yamaha. The questionnaire was divided into 2 parts: The first part was for Yamaha customers focusing on what all problems do they face with the product and quality of service. The second part of questionnaire was non Yamaha customers which focused on their reason of not purchasing a Yamaha bike and what all attributes they like in the competitor brands.

INTRODUCTION TO THE PROJECT

2.1 TITLE
Customer satisfaction of Yamaha and non Yamaha customers

2.2 OBJECTIVE
To measure the customer satisfaction of Yamaha and non Yamaha customers To understand the various needs and expectations of the customers and give suggestions on different areas for improving product quality, Pre sales service and after sales service.

2.3 BACKGROUND OF THE PROBLEM

India Yamaha motor was at declining stage before July 2009, with its market share declining rapidly. It tried to regain its market share with the introduction of new models and variants but it was unsuccessful in regaining its lost market share. It started to regain its market share after the launch of its premium segment motorcycle R15. Their was a need to study the customer satisfaction level specifically after the launch of the 3 new bikes- FZ-S,FZ 16 and R15. These three bikes are currently the hot cakes of India Yamaha Motors Pvt. Ltd. but due to cut throat competition the company always wanted to know the current market perception of the brand and how well the efforts of the company are serving the expectations of the customers. Demand for the two wheelers has reached its advanced stage and is therefore expected to grow at 6-7% from 2010-2011 to 2012-2013. Rural markets will continue to fuel motorcycle sales,

though expected saturation in urban markets would restrict the motorcycle growth to lower single digits in the long run. The problem that a Yamaha motor is facing is low sales and lower market share despite of remarkable growth in the motorcycle industry. It was the leading player in the early nineties and in 2000 had a share around 20% which shrank to 4% by 2011 in a market which grew by 15%. It is also facing strong competition from other automobiles manufacturers which is making it tough for Yamaha to make its impact in Indian scenario.

KEY PLAYERS IN THE MOTORCYCLE INDUSTRY

Yamaha: With the slack in sales and nothing new to offer, Yamaha India
sales were going down the drains few months back. And then they launched what they are synonymous for - Power. With the launch of the macho stud FZ series of bikes and the technical gem R15, Yamaha has only seen the upward trend. May 2010 was no different for them, registering an impressive 82% growth as compared to the corresponding period last year. The company sold 16,952 units in May 09 against 9295 units during May last year. With the launch of R15, it was evident that Yamaha is back into action and rest assured other companies need to be wary of them. And with FZ-16, FZ-S, Gladiator and R15 in their kitty, rest assured they are doing every bit not to let the competition run away with glory.

Hero Honda:

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

Honda which sells more than half of the bikes sold in India. They remain at the top selling more than double the bikes sold by the Bajaj, the second number manufacturer. The reliability and trust of their products is clearly visible by the sheer number of bikes sold by them. Hero Honda reported a 22.5% increase in their sales in May 09 selling 3,82,678 units over 3,12,317 units last May. Pawan Munjal, managing director and chief executive officer, Hero Honda said with more than 57% share in the domestic motorcycle market, the company is in the strongest position in its history.

Bajaj Auto: After selling a very dismal 60,000 odd bikes in Dec 2008,
people were gloomy about the step which Bajaj took of exiting the 100cc segment. But since then, Bajaj has only seen the upward trend and this month sold a healthy 1, 65,049 motorcycles which formed the major chunk of their 1,65,697 total 2-wheelers sold from their stable. Total 2 & 3 wheeler sales stood at 1,85,341 units which included 19,644 3-wheelers and 58,682 exports. Considering the fact that, India still trusts 100ccs much more than the bigger segments, this is a commendable job from Bajaj, more so because they achieved this feat without 100ccs (as they have quit the 100cc segment few years ago).

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

2011, registering a total two-wheeler sales of 1,18,574 units as compared to 1,12,770 units during the same month last year. TVS managed to sell 53,495 bikes in India as compared to 54,717 units recorded in May 2008. Scooters sales stood at 22,486 units as compared to 22,931 units in May last year. The exports market saw a dip to 11,135 units against 14,017 units in May last year. However, the company witnessed an increase of 10% in exports over the previous month of April 2010.

INTRODUCTION TO INDIA YAMAHA MOTORS:

YAMAHA MOTOR CORPORATION, JAPAN The Yamaha Corporation is a multinational corporation and conglomerate based in Japan with a wide range of products and services, predominantly musical instruments, motorcycles, power sports equipment, and electronics. Yamaha Motor Company Limited is part of the Yamaha Corporation. After expanding Yamaha Corporation into the world's biggest piano maker, then Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1, 1955. Currently the president of Yamaha Motor Corporation is Mr Takashi Kajikawa . Graph : Sales (%) by product category (consolidated)

Graph: Sales (%) by region (consolidated)

Yamaha Motor India Private Limited is 100% subsidiary of Yamaha Motor Corporation limited , Japan. Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake as well, bringing the Indian operations under its complete control as a 100% subsidiary of YMC, Japan. India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export markets. With a strong workforce of 3000 employees, India Yamaha Motor is highly customer-driven and has a countrywide network of over 400 dealers

CHAPTER-2 HISTORY
1960 - Secured license under technical collaboration with CEKOP, Poland 1961 - Obtained 23 acres of land for separate factory 1962 - Assembly and partial manufacturing started in plant 1 1964 - Machinery was installed in the new building 1965 - Manufacturing activities shifted from plant 1 to the present building 1972 - GTS - a small motorcycle was introduced 1979 - Entered in technical collaboration with Yamaha Motor Company of Japan for manufacturing 350cc motorcycle 1983 - Letter of indent obtained for manufacture of 100cc motorcycle 1983 - Launched 350cc motorcycle in the market all over India 1984 - On identified scale, manufacturing facilities of various components were improved upon by the introduction of 4th generation machinery equipment 1984 - 175cc Super-D model was introduced 1985 - Started manufacturing of RX-100cc motorcycle in technical collaboration with Yamaha Motor Company, Japan 1985 - Installed UYEMURA, automatic electroplating plant 1989 - Introduction of indicators in existing 175cc Rajdoot motorcycle1990 - Up gradation of 175cc motorcycle by introducing newer technology andstyling such as bringing in of EXCEL-T with telescopic front forks/modern system 1993 - Electronic ignition system of Rajdoot launched

1995 - Started manufacturing 50cc moped on 31st March 1996 - ISO 9001 was achieved 1997 - Launch of Yamaha RXZ and 175cc Escorts ACE 1998 - YBX 4-stoke bi-wheeler was launched 2000 - YD-125 launched 2000 - Share of Yamaha Motor Company, Japan rose to 74%, so take over of Escorts Yamaha Motor Ltd. (EYML) and conversion to Yamaha Motor EscortsLtd. (YMEL) 2000 - Yamaha Crux launched in December 2001 - On 14th June, Yamaha Motor Escorts Ltd. was officially taken over byYamaha Motor Company, Japan 2002 - Libero

HIERARCHY
1) Deputy General Manager Middle Management Department Chief Manager 2) Manager Assistant Manager Junior Management 3) Senior Superintendent General Supervisor / Superintendent / Senior Engineer Supervisor / Assistant Superintendent / Engineer

PRODUCT LINE
The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke motorcycle RX 100. India Yamaha motors have divided the Indian two wheeler market into 5 segments according to: Price Product positioning Psychograph of the customers

PREMIUM YZF R15 (150cc)

DELUXE FZ 16 (150cc) FZ-S (150cc)

EXECUTIVE Gladiator (123.7cc)

STANDARD Alba (106cc)

BASIC Crux (105.6cc)

Frazer (150cc) G5 (106cc)

STRENGTHS Continuous product improvement in accordance with demanding customers, standard through a good R&D unit. Customer satisfaction and high quality product with advanced and latest technologies. The distribution network of Yamaha Motors is very wide and spread across the country. Yamaha Motor products extend from land to sea and even into the skies, with manufacturing and business operations that include everything from

motorcycles, PAS electro-hybrid bikes, marine and power products to automotive engines. YAMAHA has in-house facility for machining, welding processes as well as finishing processes of electroplating and painting till the assembly line.

 WEAKNESSES Yamaha has a narrow product line as far as motorcycles in India are considered. Yamaha has not given proper attention to the Manufacturer relationship related aspects like 'concern for dealer profitability' and 'management willingness to resolve dealer problem' which directly affects the sales of motorcycles. Cyclic fluctuation in demand for automobiles. Growth of auto-industry getting hampered due to lack of capacity and high fuel cost.

COMPETITORS

Competitor of YAMAHA in all segment premium, deluxe, executive Entree level based on bike cubic capacity and price & physiology of customer
100CC BIKE IN INDIA
PRICE MODEL BAJAJ PLATINA ENGINE CAPACITY 99.27CC WEIGHT 113KG DIMENSION FULE TANK 13LIT MAX POWER 8.2BHP 7500RPM 7.4BHP 8000RPM 7.5BHP 8000RPM SPECIAL FEATURES EXCLUSIVE STREAK DESIGN ECONOMIC AND ROCK SOLID STYLISH LOOK THROUH NUMBER OF COLURS ALL NEW IMPRESIVE DESIGN WITH HOST OF SAFTEY SPECIALISED BIKE FOR OFFICE GOERS LAUNCHED WITH THE LATEST VTI UNIKE BLEND OF STYLE AND STEADNESS COMFORT RAIDING ANDEASE OF HANDLING INNOVATIVE DESIGN LOWEST PRICE

1990*770*1090 35,000

HERO HONDA CD DAWN HERO HONDA CD DELUXE

97.2CC 97.2CC

108KG 108KG

1980*720*1045 32,000 1980*720*1045 32,012

10.5LIT 10.5

HERO HONDA PASSION PLUS

97.2CC

116KG

1980*720*1065 43,250

12.5LIT

7.5BHP 8000RPM

HERO HONDA SPLENDOR TVS CENTRA YAMAHA ALBA

97.2CC

100KG

1950*740*1040 40650

10.5LIT

7.1BHP 8000RPM 7.5BHP 7500RPM 7.6BHP 7500RPM 7.6BHP 7500RPM

99.8CC 99.8CC

109KG 123K 1300mm wheelbase

34900 38500

11LIT 13LIT

YAMAHA CRUX

105.6CC

105KG

1997*735*1055 38000

11LIT

YAMAHA LIBERO G5 XENETIC ROCK

97.2CC 97.2CC

119KG 87KG

2000*730*1050 40000 1930*740*800 20000

13LIT 10LIT

7.6BHP 7500RPM 6.7BHP

125 CC BOKE IN INDIA

MODEL YAMAHA GLADIATOR BAJAJ DISCOVER BAJAJ PLATINA DTSI BAJAJ WIND ENGINE WEIGHT DIMENSION CAPACITY 123.7CC 123KG 2065*730*1100 PRICE 42000 FULE TANK 13LIT MAX POWER 8KW 7500RPM 16.5BHP 8000RPM 9.5BHP 7000RPM 10.8BHP 8500RPM SPECIAL FEATURES AIR COOLED 4STROKE SOCH 125CC ENINE POWERFULL DTSI ENGINE TECHNOLOGY DTSI ENGINE TECHNOLOGY ERGONOMIC DESIGN ,TEC ENGINE TECHNOLOGY THE QUANTUM CORE ENINE COMPLEMENTED WITH ASTONISHING LOOKS KNOWN AS OPTIMAX STEEPED SEAT, FRIST BIKE IN125CC SEGMENT WITH TUBELESS TYRES INSTENT PICKUPAND SMOUTH PERFORMENS PACKED WITH DYNAMIC TECHNOLOGY AND INCREDABLE STYLE DELTA WINGS DESIN

124.5CC

125KG

2030*760*1065

50,000

10LIT

124.6CC

113KG

1990*770*1090

40000

13LIT

124.58CC

121KG

2025*740*1115

40000

12LIT

HERO HONDA GLAMOUR

124.8CC

118KG

2015*770*1136

46000

13LIT

7.16KW 7500RPM

HONDA 124.6CC SHINE HONDA CBF 124.7CC STUNNER

122KG 129KG

2015*730*1070 2012*734*1113

48000 50000

11LIT 10LIT

10.3BHP 7500RPM 11BHP 8000RPM

SUZUKE HEAT

124CC

110KG

2024*770*1085

38000

12LIT

SUZUKE ZEUS

124CC

114KG

2024*770*1125

40000

12LIT

TVS FLAME TVS VICTOR GLX125

124.8CC 124.8CC

121KG 118KG

2030*760*1070 2017*770*1136

46000 38400

8LIT 13LIT

7.7KW 8250RPM 7.16KW 7500RPM

150 TO 500CC BIKE IN INDIA Engine Capacity Bajaj Avenger 180cc DTSi Weight Dimension (LxWxH) (In mm 1475 mm Wheelbase Price Range (Approx. ) Rs. 63,000 Fuel Tank 14 Litres Max. Power 16.5 bhp @ 8000 rpm Special Features DTS-i engine and

154 kg

Bajaj Pulsar

143.91cc

132 kg

Rs. 53,896

18 Litre

Bajaj Pulsar DTSi

198.8 cc

145 Kg

1340 mm Wheelbase

Rs. 7075,000

15 Liters

Bajaj Pulsar DTS FI 220

220.0 cc

150 kg

2035 x 1140 x 740 2120 x 1080 x 750 2120 x 1080 x 750

Rs. 80,000

15 LIters

Bullet 350

346 cc

Rs.60,000

Bullet Electra

346 cc

Rs.60,000

Hero Honda Achiever

149.1 cc

134 kg

Rs 50,000

Hero Honda CBZ X-treme

149.2 cc

141 kg

2080 x 1145 x 765

Rs 54,000

12 Litres

Hero Honda

149.2 cc

150 kg

2125 x 1160

Rs 79,000

15

Eye-catching 11.82 styling and bhp @ enchaining 8500rpm engine technology. Digital Odometer, Digital Speedo Meter, Digital 18 Ps @ Fuel Gauge and 8000 rpm two Digital Trip Meters contribute to enhanced riding comfort. Stylish body 20 hp/15 panels, front and kW @ rear tubeless 8500 tyres, 230 mm rear disc brake. 18 bhp @ Grand on road 5500rpm presence. Offers generous 18 bhp @ power output, 5500rpm great stability and control. Unique designing and 10 kw the latest (13.4bhp) PowerPro engine. Diamond-frame type tubular 10.6 KW chassis, stepped @ 8,500 up pillion seat RPM for extreme driving pleasure. 16.8 bhp Sporty styling

Hunk

x 755

Liters

@ 7000rpm

Honda Unicorn

149.1 cc

139 kg

2090 x 1095 x 750

Rs 51,209

13 Litres

Royal Enfield Thunderbird

346 cc

2120 x 1080 x 750

Rs.80,000

TVS Apache

147.5 cc

136 kg

1260 mm wheelbase

16 Litres

TVS Apache RTR 160

159.7 cc

136 kg

2020 x 1100 x 730

Rs. 62,000

16 Litres

TVS Fiero FX TVS 180 RTR Menace New Yamaha FZ 16

147.5 cc

124 Kgs 130 Kgs 124 Kgs

2020 x 1110 x 750 2020 x 730 x 1100 1,995 x 670 x 1,070

Rs 45,000

13 Litres 16 Litres 12 liters

150 cc

Rs 80,000

150 cc

Rs 70,00080,000

and offers great fuel efficiency and a power packed output. Swift 13.3 bhp acceleration, @ 8000 superior mileage, rpm international styling, Thunderbird offers a sailing, 18 bhp @ comfortable and 5500rpm effortless motoring experience. The design 13.5 bhp highlights of the @ 8500 bike offer a more rpm aerodynamic looks. Stylish split grab rail, Lightweight 13.1 bhp foot pegs, forged @ 6500 brake lever, rpm stylish Black alloy wheels. 12 bhp Dynamic looking (8.95 body with lots of kW) @ power packed 7000 rpm features Service Indicators The best looking naked bike in its class with its macho and muscular looks

500CC BIKE IN INDIA Engine Capacity Weight Dimension (LxWxH) (In mm) 2120 x 750 x 1080 2023 x 712 x 1133 2090 x 775 x 2105 2195 x 740 x 1170 Price Range ( Approx. ) Fuel Tank Max. Power Special Features

Bullet Machismo 500 Honda CBR1000RR Honda CB1000R Suzuki Hayabusa

499 cc

Rs.1.05 Lacs

Head turning 17.64 looks and KW @ 'tractor-like' 5600rpm pulling power at heart _ ABS Braking Dynamic Design Stunning styling with exhilarating performance. 4 Stroke, Liquid cooled, DOHC engine for ultimae cruising biking. 1670 cc V-twin engine that generates a thundering torque of 3750 rpm. Short stroke 998cc DOHC, 16-valve, liquidcooled inline four-cylinder engine.

999 cc 1000 cc 1340 cc

179.8 217 220 Kg

Rs.12,50,000 Lacs Rs. 9,50,000 Lacs Rs.12.5 Lacs

18 Litres 17 Litres 21 Litres

Suzuki Intruder M1800R

1783 cc

319 Kg

2480 x 875 x 11785

Rs.12.5 Lacs

19.5 Litres

Yamaha MT 01

1500+ cc

2185 x 800 x 1105

66.3 kW (90HP) 15 Litre @ 4,750 rpm

Yamaha YZF R1

998 cc

2059 x 719 x 1110

Rs.11.0011.50 Lacs.

20 Liters

175 bhp

CHAPTER-3

RESEARCH METHODOLOGY
The questionnaire was administered to a sample of 2000 respondents rather than on a census. There were 1492 respondents of Yamaha and about 576 responses from Non Yamaha customers. All the data regarding the questionnaire was collected during the course of the research from various states across India. Structure of Questionnaire: The questionnaire consisted of both open ended and closed ended question. The customer satisfaction was measure on a five scale parameter from Highly dissatisfied to Highly satisfied. Various parameters on which the Yamaha respondents where, interpreted included:

PRE SALES EVALUATION Attitude. Explanation of product features. Explanation of sales terms and conditions. Follow up action by dealer Showroom ambience Housekeeping facilities Test ride facility AFTER SALES EVALUATION Service Station Ambience Manpower employed Availability of spare parts Notification services by dealer Quality of service Availability of dealership/service centres

BIKE PERFORMANCE:

 Quality of bike parts Maintenance cost Engine performance Durability of the vehicle

HYPOTHESIS:
NULL HYPOTHESIS 1. H0: Customers are neutral with after sales service: =3 (: The average satisfaction level of customer satisfaction with after sales service. ) 2. H0: After sales do not affect the overall satisfaction level of customers. =0 ( : The co-efficient of co-relation between after sales service and C.S.I) 3. H0: The overall customer satisfaction level is neutral for Yamaha customers. CSI = 50

ALTERNATE HYPOTHESIS: 1. H1: Customers are satisfied with After sales service. <3 2. H1: After sales service affect the Overall satisfaction level of customers. 0 3. H1: The customer satisfaction level is less than 50, i.e. Customers are more towards satisfaction.

CSI < 50

2.9 RESEARCH INSTRUMENTS

Various Statistical tools were incorporated to analyse the responses.

ONE-SAMPLE T-TEST:

Using this statistical tool we try to analyse if there is any significant difference between the calculated value and the expected value for test value of 3. Our main objective of conducting this test was to find out whether the customers perceive the image and goodwill of Yamaha as average (scale: 3) or not. REGRESSION: Regression is used to check if there is any relation between after sales service and the Overall satisfaction level of customers.

CUSTOMER SATISFACTION INDEX (CSI):

Customer satisfaction index is a tool which gives the overall average satisfaction level of customers. It is calculated by assigning different weights to different parameters based on relative importance of each parameter on the overall satisfaction level.

2.10 SAMPLE DESIGN

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

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

ZONE WISE SEGMENTATION OF DATA Yamaha Customers North Zone Response rate Zone wise Punjab+ J&K+ Chandigarh+ HP=47, Rajasthan=30, UP/UC=75, Delhi=92, Haryana=29 South Zone Karnataka=302, Kerala=94, Tamil Nadu=154, Pondicherry+ Andaman=10, Andhra Pradesh=111 East Zone Assam+ Manipur + Meghalaya +Mizoram+ Nagaland+ Sikkim+ Tripura + Arunachal Pradesh=24, West Bengal =56, Orissa=22, Bihar+ Jharkhand=13 West Zone MP+ Chhattisgarh=43,Maharashtra+ Goa=295, Gujarat=75

The survey was done online and responses were collected from all over India. Most of the respondents were from south India. Of the 2000 respondents we administered our questionnaire 1492 had Yamaha bikes and 576 had other brand of motorcycle. The other brands covered are listed as under:

Bajaj Honda

 Hero Honda TVS

CHAPTER-4 FNDING AND ANALYSIS OF DATA

Sample Size: Yamaha Customers = 1492 Non Yamaha Customers = 576

3.1 ZONEWISE SEGMENTATION OF DATA

The survey was an online survey and covered all of India. Although there was equal probability of equal number of responses from each zone, there were maximum responses from south zone followed by West zone. Out of the total number of responses (1492) 46% of the responses were from south India, 28% from West + central India, 19% from Northern India and 8% from Eastern India. In South India the maximum responses cam from Karnataka

3.2 CUSTOMER PROFILE:

We did a customer profile analysis of the customers from the responses that we got from the survey. The customer profile analysis was carried out on the basis of Occupation and Age of the respondents: 3.2.1 OCCUPATION WISE SEGMENTATION OF DATA (N=1477)

The above graph shows segmentation of responses based on occupation of different customers. There were valid 1477 responses out of total of 1492 responses. As we can see from the graph: 32% of total respondents were professionals, 28% office employees and 20% students. The total of these three figures shows that a total of 70% of the respondents are office going Young Executives and students. This is the kind of customers that India Yamaha motors is targeting as Yamaha represents style and Racing that appeals to Young generation.

3.2.2 AGE WISE SEGMENTATION OF DATA (N=1473)

A similar picture is shown during the age wise segmentation of data. The above graph shows that 44% of the respondents are between the age 25-31 and 31% are of 18-24. It implies that 83% of the Yamaha customers in India are from 18 to 31. The age group 18 to 31 represents the student community and the young executives.We can also interpret about the buying behaviour of the customers from this graph. The age group from 18 to 24 represents the students and they might have bought the bike by taking financial help from their parents as they dont have their own source of Income.

The age group 24-31 represents the working executives who might have bought the bike through finance option or with their own money.

3.3 REASON FOR PURCHASING YAMAHA BIKE:

In our questionnaire we asked from the respondents the main reason for purchasing the Yamaha bike. It was a multiple choice question with 9 options + others. The main aim of the question was to find out the reason for purchasing the bike. Out of 1492 total responses 1264(85%) of the respondents selected style and Design. It means that 85% of the respondents considered Yamaha to have superior style and design as compared to other brands. Yamaha is known for its Racing spirit and for its Stylish bikes. The response to this question clearly shows that the image of Yamaha in the minds of customer is as of a stylish brand. The second most favoured reason is Brand name followed by Power of the engine.

3.4 SATISFACTION LEVEL ANALYSIS: The main objective of the questionnaire was to measure the customer satisfaction of Yamaha and non Yamaha customers.

There were 1492 respondents for this analysis. 78% of the respondents (1171) said that they were satisfied Yamaha customers. Only 22% respondent responded as unsatisfied. This is a good response for Yamaha. Although there are only 22% dissatisfied customers but this figure is too small compared to the overall satisfied Yamaha customers. We did a zonal satisfaction level of these 78% of the customers. Out of the total responses the satisfaction level does not vary much zone wise. From the above graph we can see that Eastern India has 80% customers satisfied which is the highest followed by southern India (79%). The customers from Western India are less satisfied compared to other regions of India. We have divided the factors that provide satisfaction to a customer based on four factors: Pre sales service Bike performance

 After sales service Speed & Promptness of service. We tried to do analysis of the response from the customers based on the above mentioned parameters and tried to find out the overall customer satisfaction Index of Yamaha customers.

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

The graph shows overall satisfaction level of Yamaha customers with pre sales service provided by the Yamaha dealers. Pre sales service is one of the most important factor that influence the purchase decision of a customer. From the above graph we can see that 47% of Yamaha customers are SATISFIED with the pre sales service provided to them. 21% of them are HIGHLY SATISFIED with the service provided by the respective dealer.

 If we combine the two grade points then we can say that on an average 68% of the customers are fully SATISFIED with pre sales service. The level of satisfaction with presales service is very high in case of Yamaha customers. 22% of the customers are neutral with the pre sales service of Yamaha There are 6 % customers who are Not satisfied with the pre sales of Yamaha dealers 4% of the customers are highly dissatisfied with the pre sales service. The total percent of dissatisfied customers from presales service is 32% wich is quite small compared to the number of satisfied customers. India Yamaha motors need not focus currently on the pre sales service as 68% of its customers are satisfied with the pre sales service provide by the Yamaha dealers. The average customer satisfaction Index for Yamaha customers with pre sales service is 3.74 which means customers are satisfied with the pre sales service.

3.5.1 FACTORS THAT REQUIRE IMPROVEMENT IN PRE SALES SERVICE:

 23% of the respondents feel that there should be improvement made in the followup action by the dealer. Followup action includes to keep in touch with the customer once he has visited the showroom to purchase/enquire about any motorcycle. 19% customers feel that improvement is required in product feature explanation by the salesmen and the salesmen do not have adequate knowledge about the product 18% customers feel that more test ride facilities should be provided by the showroom/dealers. 17% customers feel that there should be improvement in the salesman skills and the salesmen should be more interested in showing their offering to the customers 15% customers feel that there is improvement required in the showroom ambience and infrastructure. More space should be provide for customers, customer lounge should be there. 8% customers feel that improvement is required in housekeeping facilities by the dealer 3.5.2 ZONE WISE DISSATISFACTION WITH PRE SALES SERVICE:

 41% of customers who responded from east India are dissatisfied with presales service. 33% of the customers who responded from West India are dissatisfied with the presales service 32% of the total customers who responded from South India are dissatisfied with pre sales service provided by Yamaha. 30 % of the of the total customers who responded from North India are dissatisfied with pre sales service provided by Yamaha

3.5.3 PRE SALES NON- YAMAHA The graph shows overall satisfaction level of Non Yamaha customers with pre sales service provided by the Yamaha dealers.

From the above graph we can see that 40% of Non Yamaha customer are SATISFIED with the pre sales service provided to them. 15% of them are HIGHLY SATISFIED with the service provided by the respective dealer. If we combine the two grade points then we can say that on an average 55% of the Non Yamaha customers are fully SATISFIED with pre sales service. The level of satisfaction with presales service is very high in case of Non Yamaha customers. 29% of the Non Yamaha customers are neutral with the pre sales service of Yamaha There are 9 % customers who are Not satisfied with the pre sales of Yamaha dealers 7% of the customers are highly dissatisfied with the pre sales service. The total percent of dissatisfied customers from presales service is 45%

From the pre sales analysis of Yamaha and Non Yamaha customers we can see that Yamaha customers are more satisfied with the pre sales service provide by the Yamaha dealers. The total percentage of dissatisfied customers in case of Yamaha customer is only 32% whereas for Non Yamaha customers it is 45%. Yamaha should provide more importance to customers who even visit their showroom for enquiry about their available bike models. The conversion ration should be more and they should try to reduce this dissatisfaction level of Non Yamaha customers.

3.6 SATISFACTION LEVEL ANALYSIS: AFTER SALES SERVICE After sales service one of the important factor which should be considered when measuring the satisfaction level of customers. Out of 1492 responses there were 1474 valid responses. The different satisfaction level of Yamaha customers with the After sales service is given below.

36% of the customers are satisfied with after sales service provided by the Yamaha service station dealers 11% of the customers are Highly Satisfied with the After sales service provided by the Yamaha service station . 26 % of he Yamaha customers are neutral with the service provided by Dealer service stations

 17% of the customers are not satisfied with the service provided by Dealer service stations 10% of the customers are highly dissatisfied with the service provided by Dealer service stations Although the satisfaction level of Yamaha customers is high with pre sales service but we can see from the chart that 53% of the customers are dissatisfied with the aftersales service offered by Yamaha dealership. India Ymaha motors should realize that After sales service is an integral part of the satisfaction level of the customers and to provide 100% satisfaction to the customers it should improve on its after sales service. The average customer satisfaction with After sales service is 3.23 which means that the customers are between satisfied and neutral and more inclined towards Neutral. 3.6.1 FACTORS THAT REQUIRE IMPROVEMENT

We listed out some of the major factors that require improvement in the area of After sales service and asked our respondents who are highly dissatisfied, Not satisfied or Neutral with the After sales service provided to them. 27% of the customers said that improvement is required in the quality of service. 17% customers wanted improvement in service station ambience 16% required improvement in Availability of spare parts 14% wanted improvement in the service notification procedure 12% wanted more service stations to be present so that they can easily access the Yamaha service stations. 14% required more number of manpower employed in the service stations so that they can get their bikes serviced faster. From the above chart we can conclude that Yamaha need to improve their After sales service. It should concentrate on certain key areas like improving the service quality, Availability of spare parts/dealership improvement in attitude of service station personals and provide better infrastructure for service of the bike. 3.6.2 ZONE WISE DISSATISFACTION LEVEL

From the graph we can see that : Eastern part of India is mostly effected due to bad after sales service. 59% of the respondents from east India are dissatisfied with the after sales service provided by Yamaha. 52% of the respondents from South India are dissatisfied with the after sales service provide by Yamaha 52% of the respondents from West India are dissatisfied with the after sales service 42% of the respondents from North India are dissatisfied with the after sales service. These figures show that the dissatisfaction with after sales service is worst in Eastern India. Yamaha should concentrate on improving its after sales services. After sales services is an integral part of the customer satisfaction and in order to improve the overall customer satisfaction it should stress on improving the after sales services provided by the dealers. 3.7 SATISFACTION LEVEL ANALYSIS: SPEED AND PROMPTNESS OF SERVICE Satisfaction level does not only depend on the quality of service but also on the speed and promptness with which the dealer addresses the complaints and fixes the problems with the customers.

We asked the respondents to rate their satisfaction level on a 5 point scale from Highly satisfied to highly dissatisfied. From the above graph we can see that 40% of the respondents are satisfied with the speed and promptness of service 14% of the respondents are Highly satisfied with the Speed and promptness of service. 28% are neutral with Speed and promptness of service. 14% are Not satisfied and 7% are highly dissatisfied with the speed and promptness of service.

3.7.1 DISSATISFACTION LEVEL - ZONE WISE

The zone wise analysis of dissatisfaction level is shown in the above graph 47% of the total respondents from north said they are dissatisfied wwith the speed and promptness of service

 44% of total respondents from south showed dissatisfaction with speed and promptness of service. 47% total respondents from east showed dissatisfaction with speed and promptness of service. 45% total respondents from west showed dissatisfaction with speed and promptness of service. We can see from the above graph that the most dissatisfied zone from speed and promptness of service is the North zone. 3.8 SATISFACTION LEVEL ANALYSIS: BIKE PERFORMANCE

Performance of the bike is the most important factor in deciding the overall satisfaction of the customers. From the above graph we can see that out of 1476 respondents: 548 customers are Highly Satisfied with the performance of Bike 614 are Satisfied with the performance of the bike. These two parameters contribute to around 79% of the total respondents. This is a very good response from Yamaha as Bike performance is the most important parameter for customer satisfaction.

 There are 190 customers who are Neutral with the performance of the bike. There are 101 customers who are not satisfied. 28 are Highly Dissatisfied with the performance of the bike. 3.9 WILL YOU UPGRADE TO A YAMAHA PRODUCT:

80 % of the existing respondents said they will upgrade to a Yamaha product. Only 20% of the customers said that they will not go for an upgrade. We tried to find the number of satisfied/dissatisfied customers who will upgrade to a Yamaha product. 86% of the satisfied customers said that they will upgrade to Yamaha product. 14% of the dissatisfied customers said that although they are dissatisfied with the current performance but they will surely upgrade to a Yamaha bike in near future We asked the same question to Non Yamaha customers. 88% of the total respondents said that they will upgrade to Yamaha in near future. 12% of Non Yamaha customers said that they will not upgrade to a Yamaha product.

 Of the total respondents who said they will upgrade to a Yamaha product FZs was the most favored bike among all other available models of Yamaha. It was leading the pack with 43% of the respondents going for FZS. It was closely followed by YZF R15 with 30% respondents going for R15. 3.10 PREFERENCE OF YAMAHA CUSTOMERS

From the above graph we can see that The first preference of Yamaha customer is Style/Design The second preference is Power and third is pickup. The first three preferences for Hero Honda customers are Style design Mileage and engine performance The first three preference of Bajaj customers are Style/design, Engine performance and Mileage. From the above graph we can see that of the three brands Yamaha customers gives less importance to Mileage and more importance to Style/Design, Power and pickup. On the other hand Bajaj and hero Honda customers give more importance to Mileage as we can see that mileage is second preference of Hero Honda customers and third preference for Bajaj customers. Yamaha has always be known for their innovative style and design products. The customers of Yamaha are usually students or Young executives who give more importance to Style/design and engine performance rather than mileage.

3.11 REASON FOR NOT BUYING YAMAHA

We asked the Non Yamaha customers the reason for them not purchasing a Yamaha product. 162 said they left purchasing due to higher price. 144 respondents said that there were ;lack of models when they decided to purchase a bike 104 quoted other factors which included bad pre sales service, lack of finance schemes etc 92 respondents did not consider purchasing a Yamaha bike due to low mileage 51 respondents said there were no close dealerships nearby 43 quoted the lack of availability of spare parts as their main reason for not purchasing Yamaha 38 said they did not purchase Yamaha due to Brand loyalty with their previous owned brand. We can see from the above graph that most of the respondents did not purchase a Yamaha bike due to price. Yamaha bikes are considered to be high priced products. But the price quoted for their product is quite justified when compared to the quality of goods and services that they provide. Yamaha should take steps to make the customers aware that the price that they are quoting for its products is justified and as A Yamaha bike represents high performance and Style.

CHAPTER-5 CONCLUSION:
The two-wheelers market has had a perceptible shift from a sellers market to a buyers market with a variety of choices. Players will have to compete on various fronts viz pricing, technology, product design, productivity, after sale service, marketing and distribution. In the short term, market shares of individual manufacturers are going to be sensitive to capacity, product acceptance, pricing and competitive pressures from other manufacturers.

As incomes grow and people feel the need to own a private means of transport, sales of twowheelers will rise. Penetration is expected to increase. The motorcycle segment will continue to lead the demand for two-wheelers in the coming years. Motorcycle sales is expected to increase by 20% yoy as compared to 1% growth in the scooter market and 3% by moped sales respectively for the next two-years. The Indian two wheeler Industry was dominated by Players like Hero Honda, Bajaj and TVS. Before 2008, India Yamaha motors was loosing its market share quite rapidly. In 2008 Yamaha revamped its product line with the introduction of R15, first sports bike manufactured in India. The launch of R15 was a bug success and thereafter launched more stylish and macho bikes which was actually the need and demand of the Indian motorcycle market. India Yamaha motors has to concentrate on the 3S SALES, SERVICE and SPARE PARTS in order to capture the Indian motorcycle industry. The sales of India Yamaha motor is rising rapidly. It should now concentrate of providing world class service to its customers and make sure the availability of good service stations and spare parts to the customers. With concentration on the 3S India Yamaha motors will surely increase its share in the Indian two wheeler Industry and increase the satisfaction level of customers and will be successful in achieving its motto of customer smile.

LIMITATIONS
Although the research work carried out was successful, but there were so m e limitations, which are as follows: 1) Duration for the training was short. 2) Respondents might not have given the correct information. 3) The sample area was concentrated to New Delhi only and other cities could not be covered due to lack of time. 4) Sample size of the research was very small, which may have given some wrong picture.

BIBLIOGRAPHY
Sites: www.yamahamotor.com www.google.com www.wikipedia.com

Books:

Research & Methodology : C. R. Kothari

ANNEXURE
For Yamaha customers:
1) Which Yamaha model do you own? YZF R15 FZ-S FZ 16 G5 Gladiator Alba Crux Others:

2) Is this your first bike or did you own any other (MC/SC/SR) before that? o o o o Model: 3) Why did you purchase this particular model and also Rank the parameters that you think is most important to you (Rank from 1-5)? - Mileage - Resale value - Brand name - Riding comfort - Style/Design - Power - Pick up - Durability - Price - Performance - Color/Graphics - Low maintenance cost First MC Have Owned a Bike in the past. Have owned a Scooter in the past. Have owned a Scooterette in the past.

4) Are you a satisfied Yamaha Customer?

Yes No

5) Please rate your satisfaction level based on the following parameters: Highly Satisfied Pre Sales Service After sales service Speed & Promptness of service Performance of bike satisfied Neutral Not Satisfied Highly Dissatisfied

Overall Performance

6) Which fields do you think improvement is required in the PRE SALES Services
o o o o o o Followup action by dealer Showroom ambience Housekeeping facilities Salesman Skills Product feature explaination Test ride facility Other:

o 7) Which fields do you think improvement is required in the AFTER SALES Services
o o o o o o Service Station Ambience Manpower employed Availability of spare parts Notification services by dealer Quality of service Availability of dealership/service centers Other:

o
o o o o

8) How quickly is your problem solved by the respective dealer

Less than 1 day 1-2 days In 1 week In 1 month Other

o 9) Which fields do you think improvement is required to improve the BIKE'S PERFORMANCE?
o o o Quality of bike parts Maintenance cost Engine performance Durability of the vehicle Others

o o 10) Suggestions to improve the OVERALL PERFORMANCE

11) Will you recommend a Yamaha product to your friend? o o Yes No

12) If you upgrade your bike then will you upgrade it with Yamaha product? o o Yes No

13) Which Yamaha bike will you upgrade to?

 YZF R15

FZ-S

FZ 16

G5

Gladiator

Alba

Crux

14) Any Suggestions for Yamaha:

Name: Mobile Number: Occupation:

o o o o o o o Student Office Employee Businessman Factory Employee Professional Shopowner Farmer Other

Date of Birth:

Dealer from which the bike was purchased: * State: District/Location of Dealership:

ANNEXURE
For non Yamaha customers:
1) Which Bike model do you own? Model: 2) Is this your first bike or did you own any other (MC/SC/SR) before that? o o o o Model: 3) Rank the parameters that you think is most important to you when purchasing a new bike(Rank 1-5)? - Mileage - Resale value - Brand name - Riding comfort - Style/Design - Power - Pick up - Durability - Price - Performance - Color/Graphics - Low maintenance cost First MC Have Owned a Bike in the past. Have owned a Scooter in the past. Have owned a Scooterette in the past.

4) Source of awareness about the bike? o o o o o o Newspaper advertisement Reviews in media/Internet/blogs Recommended by friends/family Road shows/ Rallies Direct showroom walk-ins Others

5) Did you consider buying a Yamaha bike? o o Yes No

6) If yes, why did you NOT purchase a Yamaha bike? o o o o o Bad attitude of staff at dealership Bad reviews in media/Internet Not recommended by friend Did not like the bike during test drive High cost of the vehicle

7) Have you visited any Yamaha dealership ? o o Yes No

8) Name of dealership:

9) Location of dealership:

10) If you visited Yamaha dealership please rate your SATISFACTION LEVEL based on the following parameters: Highly Satisfied PRE-SALES Services
Product Display Overall Performance

satisfied

Neutral

Not Satisfied

Highly Dissatisfied

11) Which fields do you think improvement is required to improve the PRE-SALES services
o o o o o o Showroom Ambience Salesman Skills Housekeeping facilities Product feature explaination Test ride facility Showroom infrastructure Other:

o 12) Suggestions to improve the overall performance? 13) Perception about Yamaha.(Perceived value based on own experience &

reviews from friends/relatives:

14) Your expectations from Yamaha:

15) Will you recommend a Yamaha product to your friend? o o Yes No

16) If you upgrade your bike then will you upgrade it with Yamaha product? o o Yes No

17) If yes, which Yamaha bike will you upgrade to? YZF R15 Name: Mobile Number: State: FZ-S FZ 16 G5 Gladiator Alba Crux

Date of birth: Occupation: