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CUSTOMER SATISFACTION WITH REFERENCES YAMAHA MOTORS

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TABLE OF CONTENTS

1. INTRODUCTION 7

1.1 IMPORTANCE OF THE CUSTOMER SATISFACTION 7

1.2 THEORETICAL IMPLICATION OF THE STUDY 7

1.3 COMPANY PROFILE 8

2. REVIEW OF LITERATURE 14

3. RESEARCH DESIGN 19

3.1. STATEMENT OF THE PROBLEM 19

3.2. NEED OF THE STUDY 19

3.3. SCOPE OF THE STUDY 19

3.4. OBJECTIVES OF THE STUDY 19

3.5. LIMITATIONS OF THE STUDY 19

3.6. RESEARCH METHODOLOGY 19

3.7. SAMPLING DESIGN 20

3.7.1. TARGET POPULATION 20

3.7.2. SAMPLING SIZE 20

3.7.3. SAMPLING UNIT 20

3.7.4. SAMPLING METHOD 21

3.8. PRIMARY & SECONDARY DATA 21

3.9. INSTRUMENT FOR DATA COLLECTION 21

3.10. METHOD OF DATA COLLECTION 22

3.11. DATA ANALYSIS TECHNIQUES 22

4. RESULTS OF ANALYSIS & INTERPRETATION 24

5. FINDINGS 50

6. RECOMMENDATION 53

BIBLIOGRAPHY 55

QUESTIONNAIRE 74
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LIST OF TABLES

Table 4.1 showing gender 24

Table 4.2 Showing Educational Level 25
Table 4.3 showing occupation 26
Table 4.4 Showing Preference of Yamaha Bikes 27
Table 4.5 Showing attributes of Yamaha Motors 29
Table 4.6 Showing Services in Yamaha Motors 30
Table 4.7 Showing Level of Satisfaction on Service in Yamaha Motors 31
Table 4.8 Showing Service Advisors Dealing Service Enquiry 33
Table 4.9 Showing Annual Maintenance Service 34
Table 4.10 Showing Instant Service In Yamaha Motors 35
Table 4.11 Showing Service Team in Yamaha Motors 37
Table 4.12 Showing Taken Care of Issues in Yamaha Motors 38
Table 4.13 Showing Recommendations 39
Table 4.14 Showing Sales and Service Experience in Yamaha Motors 40
Table 4.15 Showing Factors that are Influencing the Preference of Yamaha Motors 41
Table 4.16 showing chi-square test to determine relationship between gender and level of
satisfaction 43
Table 4.17 showing chi-square test to determine delivery of vehicles on time in Yamaha
motors 45
Table 4.18 showing chi-square test to determine customer vehicle issues taken care in
Yamaha motors 47
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LIST OF FIGURES

Figure 4.1 showing gender 24

Figure 4.2 Showing Educational Level 25
Figure 4.3 showing occupation 26
Figure 4.4 Showing Preference of Yamaha Bikes 27
Figure 4.5 Showing attributes of Yamaha Motors 29
Figure 4.6 Showing Services in Yamaha Motors 30
Figure 4.7 Showing Level of Satisfaction on Service in Yamaha Motors 32
Figure 4.8 Showing Service Advisors Dealing Service Enquiry 33
Figure 4.9 Showing Annual Maintenance Service 34
Figure 4.10 Showing Instant Service In Yamaha Motors 35
Figure 4.11 Showing Service Team in Yamaha Motors 37
Figure 4.12 Showing Taken Care of Issues in Yamaha Motors 38
Figure 4.13 Showing Recommendations 39
Figure 4.14 Showing Sales and Service Experience in Yamaha Motors 40
Figure 4.15 Showing Factors that are Influencing the Preference of Yamaha Motors 42
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CHAPTER-I

INTRODUCTION
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CHAPTER-I

INTRODUCTION

1. INTRODUCTION

India looks to be the second largest two wheeler manufacturer in the world whereas
the country occupied third place in domestic sales after Japan and China. In the last few
years, the industry has attained a significant progression in the country especially in
production as well as sales. Maximum number of Indians had an interest towards motorbikes
rather than preferring cars. In two wheeler segments, bikes has played a prominent role in
India. Hence it is necessary to know how much satisfaction the consumers had towards the
two wheelers in India. If the performance exceed expectation that lead to satisfaction or else
it lead to dissatisfaction. Many companies had an aim for high satisfaction because
customers who are just satisfied they won’t switch to other brand. Those are highly satisfied
they won't switch to other. High satisfaction provides an emotional affinity with the brain not
having a rational preference towards it. Hence it upsurge customer loyalty. In this
competitive world customers plays an important role and hence it is necessary to determine it.
It is different from one individual to another yet identifying parameters is important. Hence
the researcher make an effort to identify how Yamaha motors customers had a satisfaction
towards service and after sales service in Bangalore.

1.1 IMPORTANCE OF THE CUSTOMER SATISFICATION

Researcher evaluate the customer’s satisfaction which is primary to design marketing
strategies based on the needs of the customer. Hence this looks to be the way to upsurge high
grade satisfaction towards customer needs. Manufacturer produce the products based on the
customer needs mainly to satisfy them. If a customer had a great satisfaction ultimately it
lead to upsurge the business profitability.
1.2 THEORETICAL IMPLICATION OF THE STUDY

Customer satisfaction referred as the degree of satisfaction towards the products or

services which gauged with how many time the customers purchased the products again and
again. It is quite difficult to calculate if the company has register with high sales profits.
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Customer satisfaction is about the outcome borne with pre purchase with post
purchase evaluation of products. This result that quality issues and non quality issues which
require experience with service or providers.

1.3. COMPANY PROFILE

Company Name Yamaha Motor Co., Ltd.

Founded July 1, 1955

Capital 85,797 million yen ( as of March 31,2019 )

President Yoshihiro Hidaka

Employees 53,977 ( as of December 31, 2018 )

( Consolidated ) Parent : 10,614 ( as of December 31, 2018 )

Headquarters 2500 Shingai, Iwata-shi, Shizuoka-ken, Japan

Consolidated subsidiaries : 113

Non-consolidated subsidiaries : 3 ( by the equity method )
Group Companies
Affiliates : 27 ( by the equity method )
( as of March 31,2019 )

Yamaha Motors stared their journey in India as a joint venture company in the year
1985 but in August 2001 the company get 100% subsidiary especially for Yamaha Motor
Corporation, Japan. In the year 2008, Mitsui and Co had an agreement with the company as a
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joint investor in India.

At present, it had a manufacturing facilities nearly in three areas. One at Surajpur and
other as Faridabad and third as Kanchipuram. Infrastructure had a great support for
producing two wheelers and parts especially for both domestic as well as overseas countries.

The company produced a products with highly customer dricen which had a network
of 2200 points which had a dealers to be around 500.

VISION
The company had a vision that it had an wholesome and trusted brand which promote
the customers by creating kando.
MISSION
The company had a mission that exclusive and trust brand which widely acclaimed and
highly honoured products in India which focused on serving the customers where they can
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construct long lasting relationship with an intention of higher the life style through
performance excellence and then proactive design followed by innovative technology. Their
innovative solutions focuses more on exceed the transformation of needs of csutomers which
offer value added vehicles to them.
Build the wining team members who had the capability of success and at the same
time thrive for action and deliver the outcome. Employees are the most valuable assets and
they intend to progress mainly to achieve international level of professionalism with utmost
progressive career development. They conduct business in an ethical way and socially
responsible manner with an intention of preserving the environment. Further the company
focuses more on innovating business processes for making value as well as knowledge across
entire customers and thereby earning the loyalty among the partners which upsurge the
stakeholder value
CORE COMPETENCIES
⮚ Customer
We put customers first in everything we do. We take decisions keeping the
customer in mind.
⮚ Challenging Spirit
We strive for excellence in everything we do and in the quality of goods &
services we provide. We work hard to achieve what we commit & achieve results
faster than our competitors and we never give up.
⮚ Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust,
respect, understanding & mutual co-operation. Everyone's contribution is equally
important for our success.
⮚ Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We
actively listen to others and participate in healthy & frank discussions to achieve the
organization's goals.

Sales
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SWOT ANALYSIS

STRENGTH

⮚ The company provide an excellent branding followed by advertising and global

distribution
⮚ The company had an employees around thirty nine thousand
⮚ The company looks to be the forerunner in providing motorsport
⮚ The company had an extremely high size which had an outreach to be more.

WEAKNESSES

⮚ The company produced most expensive one

OPPORTUNITIES

⮚ The company had a prospects of expanding business in two wheeler segment

⮚ Very restricted bikes to be export which tapped international markets

THREATS

⮚ The company had a strong competition both in Indian brands as well as international
brands
⮚ Highly depend on government policies which influence the industry because it had an
upsurge in fuel prices
⮚ Public transport influence two wheeler sales in India.

COMPETITORS

⮚ Bajaj Auto Limited

⮚ Hero Motor Corp (Hero Honda)
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⮚ TVS
⮚ Suzuki
⮚ Harley Davidson
⮚ Royal Enfield
⮚ Ducati Superbike
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CHAPTER-II

REVIEW OF LITERATURE
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CHAPTER-II

REVIEW OF LITERATURE

2. REVIEW OF LITERATURE

Dr. Duggani Yuvaraju and Durga Rao (2014). has stated in the study that how
customers had a satisfaction level towards Honda bikes and identified the attributes which
influenced them to prefer it. Findings of the study stated that majority of the respondents
showed Honda bikes had an excellent performance when it has been compared with others.
There was a significantly differences made based on attributes like mileage and then pick up
followed by performance. The study had an outcome that CRM placed an important role in
influencing customer satisfaction and the products has been highly preferred by high income
group people.

Vadnare. has conducted the study on after sales services of Empire Motors private
limited. The study was highly essential for those who were providing services to them. The
study has conducted the survey among 130 particpants and idenitifed that influencing the
csutomers to avail customer satisfaction can upsurge the company image in the eye of public
and good services attracted them to come again and again to avail it. Findings of the stated
that there was a relationship among occupation and dissatisfaction with the services. Finally
it concluded that the cusomers preferred the services primarily because of delivery and hten
commitment, brand which has created an impact among consumers of Empire Motors.

Vinodhini and Umarani. has conducted the study among automobile sector in India.
Though the sector looked to be the fastest sector which acquired more number of customers
towards availing the services. Hence the researcher focused on how Lanson Toyota has
influenced the customers to prefer the products which was available in the market. The
primary intention of preference of products was based on quality of sales and services made
to them. Hence the researcher evaluated it and identified that the above attributes influenced
the customers to meet the expectations and further it looked to be a key performance
indicator for upsurge the four wheeler business in the market.

Dr.N.Chandrasekaran has examined that how the wants of the customer has been
achieved can be measured with the help of survey. The author considered marketing
variables as prices as well as product features and applied correlation which revealed that
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both were dependent on one another. Finally this provided a knowledge on stimulating the
consumers to had a choice of particular brand. This assisted in overcome the problems
associated with the brand.

Dr.S.K.Sinha&Ajay Wagh has stated in the study that telecomuunications looked to

be the fastest growing sector in the present century. Prospects of the market segment rely on
how they were giving preferences towards it. Service quality has placed an important role
that how it actually delivered that had a match with the customer expectations which
provided a better service than organisational brand promotional strategies.

Dr. C. Annandan&M.Prasanna Mohan Raj &Mr.S.Madhu has examined that

FMCG has acquired the rural markets only then satisfied with the customers. Market
penetration as well as consumption has influenced the rural areas which was low because
huge prospects assisted the market to become effectively. Findings stated that rural
customers preferred because they had their products at their door steps which statisfied them
a lot to had it.

Rachel Dardis, HoracioSoberon-Ferrer investigated the consumer decision making

is multinational, that is consumer choices are not base on a single product attributes, instead
consumers view products as bundles of attributes. Product attributes (automobile attributes)
as well as household characteristics. In both instances, the higher the value of the cost index
or the Trouble Index, the more unsatisfactory the car is relative to other cars. A better
educated household might be more informed about the performance properties of Japanese
cars and attracted by the higher value reliability of these cars.

Kurkoti and Prabhu (2011) has stated in the study that how csutomers were satisfied
with Tata Nano cars and the primary goal was to evaluate the customer satisfaction and
investigate the gap which provided certain impact on fire incidences made at Nano car users.
The study provided outcome that customers were not satisfied with the performance as well
as waiting period of car yet this had an influenced over customer satisfaction.

Jain, P. (2015). has conducted the study among two wheeler customers in Delhi.
India looked to be the worlds largest producer and manufacturer especially two wheelers in
the world. Preferences based on how they were giving importance to family and friends
followed by supplementary facilities associated with it. Findings stated that they were
flexible with the services provided by two wheeler companies.
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Tripathy, D., & Mani, R. (2014) has stated in the study that how customers were
satisfied with the bike users especially who were at UP. Findings stated that customers were
considered attributes in which the bike owners were satisfied or dissatisfied with the two
wheeler biks they were utilising it.

SWARNA, B. (2018) has conducted that how two wheelers has influenced the
customers who were at Andhra Pradesh. The survey has been conducted at Ongole town at
AP. For which socio economic attributes has considered to identify the customer satisfaction
of consumers who were preferred at brand. Findings stated that design and performance has
influenced the consumers who preferred two wheelers. Satisfaction was high who accepted
the availability and introductory of a fresh brands available at AP.

Mahalakshmi, (2013). has stated in the study that how profile has influenced the
respondents in picked out the products. survey has been conducted based on age of the
respondents and education qualification. The study provided outcome that two wheelers has
been selected based on promotional activities primarily to upsurge the demand through
introducing new one. Traditionaly the people highly relied on bicycle whereas now two
wheelers has been highly preferred. Satisfaction level has determined the preferences of two
wheeler brands in India.

DEVI, Y. (2017) has examined that how satisfaction has influenced the customers to
had a choice on two wheelers which restricted its limit to Udumalpet. India looked to be the
second largest manufacturers of two wheelers in the world. Preferences of two wheeler was
based on how advertisement influenced to purchase the products followed by additional
faciltiies attached with and improvement made in the defective products. Hence it was clear
that customers selected the products based on performance and quality of bikes

D.Vijayalakshmi, et al., (2015) has stated in the study that in the present days,
customers were the centric as well as integrated person for combining the whole marketing
activities. Marketing players intention was to attract the consumers and hold them to use the
products. Hence it was necessary to satisfy them for the success of the business. Branding
has revolved around to identify the products as well as differentiate it from one to another.
There were various brands available in the market for two wheeler which inclusion of Hero
and then TVS followed by Suzuki and then Bajaj and then Honda and then Mahindra and so
on. The study provided outcome that there were satisfaction towards particular brand
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especially in the study area.

M.Arutselvi (2011), has stated in the study that how customers were satisfied with
TVS bikes in Kanchipuram especially who provided products through Saradas Auto agencies.
Further how the agencies retained the customers with their authorised sales. The study
provided outcome that though their performance was good because they had a proper
approach of people of who were need of it.

-
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CHAPTER-III

RESEARCH DESIGN
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CHAPTER-III

RESEARCH DESIGN

3. RESEARCH DESIGN

The study was descriptive in nature because it investigated that how acutally
customers had a level of satisfaction towards Yamaha Motors in Bangalore.

3.1. STATEMENT OF THE PROBLEM

India looks to be the second largest manufacturer of two wheeler products in the
world. They are offering numerous brand of products to the custoemrs based on their
expectation. Hence it is necessary to fulfill the requirements based on current scenario.
From among numerous brands, the researcher picks Yamaha Motors to identify how their
services influence the customers to recommend the brand to others in Market.

3.2. NEED OF THE STUDY

Satisfaction level is about the dissimilar among perceived performance as well as

expectation. If performance matches with expectation level then the customers are highly
satisfied or less it lead to dissatisfaction. The present study focuses on how the services
extends to the customers as well as after sales services made to them to gain competitive
advantage over others.

3.3. SCOPE OF THE STUDY

The study assist the customers to know how the attributes influence them to prefer
Yamaha Motors in Bangalore. The study provides a prospects to the Yamaha Motors to
improve their services standards. Further this provide a knowledge to the customers
regarding services and after sales services of Yamaha Motors in Bangalore.

3.4. OBJECTIVES OF THE STUDY

This project is intended mainly to identify & evaluate the customer’s response towards
services of Yamaha Motors and after sales services provided by them.

● To study the customers preference in after sales service provided by Yamaha Motors.
● To find out customer expectation and satisfaction level about service and after sales
service at Yamaha Motors.
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● To know whether after sales service help in building the image of “Yamaha”
company.
3.5. LIMITATIONS OF THE STUDY

Though the study was conducted at Bangalore which doesn’t represent whole
Bangalore areas

Quality of the information highly relied on how the customers had attained the survey.

Respondents opinion may vary based on attributes which also influenced the outcome
of the study.

3.6. RESEARCH METHODOLOGY

The researcher focused on addressing how consumer satisfication are gaining Yamaha
motors. The researcher utilized primary data to acquire information from consumer
satsfication primarily to improve Yamaha motors.

3.7. SAMPLING DESIGN

The present study was descriptive in nature because it investigate the present situation on
how customers were satisfied with Yamaha Motors,

3.7.1. TARGET POPULATION

1. Area Selected For The Study: Area of study is Bangalore.
3.7.2. SAMPLING SIZE

The researcher has evaluated the survey based on 120 customers

3.7.3. SAMPLING UNIT

Study considered the customers who belong to consumer satisfaction with reference
to Yamaha motors.

3.7.4. SAMPLING METHOD

The researcher picked out non probability sampling in which convenience sampling
has been selected primarily to identify the solution for the research issues.
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3.8. PRIMARY & SECONDARY DATA

The researcher utilized primary data with the help of questionnaire primarily prepared based
on five point likert scale
Secondary data has been utilized to define how other authors had done similar work on the
same topic followed by company profile and industry profile
3.9. INSTRUMENT FOR DATA COLLECTION

The research instrument found to be questionnaire which influenced the researcher to

identify the solution for the research isseus. Below represented the process involved in
preparation of questionnaire.

Determine what is
needed

type of questionnaire
to be used

Decide on the type of

questions

Decide on the working

of questions

Deciding the layout

Pretest

Preparation of final
questionnaire

3.10. METHOD OF DATA COLLECTION

The collected data was analyzed with the help of

⮚ Percentage analysis
⮚ Chi square test
3.11. DATA ANALYSIS TECHNIQUES
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Statistical tools has been incorporated through SPSS software which inclusion of
correlation and then regression followed by descriptive statistics and percentage method.
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CHAPTER-IV

RESULTS OF ANALYSIS & INTERPRETATION

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CHAPTER-IV

RESULTS OF ANALYSIS & INTERPRETATION

4. RESULTS OF ANALYSIS & INTERPRETATION

Table 4.1 showing gender

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Male 111 93

Female 9 7

TOTAL 120 100

Source: Primary Data

Table 4.1 reveals that 93% of the respondents are male and 7% of the respondents are
female. Hence, Majority of the respondents are male (93%)

Chart 4.1 showing gender

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Table 4.2 Showing Educational Level

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Under graduate 85 71

Post graduate 15 13

Professional qualification 20 16

TOTAL 120 100

Source: Primary Data

Table 4.2 shows that 7% of the respondents are under graduates, 16% of the
respondents are professionals, 13% of the respondents are post graduates. Thus, Majority of
the respondent have an educational qualification of college level (71%)

Chart 4.2 showing Educational Level

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Table 4.3 showing occupation

NO. OF RESPONDENTS PERCENTAGE

PARTICULARS

Business 45 37

Private employees 40 33

Government employees 20 17

Students 15 13

TOTAL 120 100

Source: Primary Data

Table 4.3 reveals that 37% of the respondents are doing business, 33% of the
respondents are private employees, 17% of the respondents are government employee, 13%
of the respondents are students. Therefore, Majority of the respondent are doing business
(37%)

Chart 4.3 showing occupation

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Table 4.4 Showing Preference of Yamaha Bikes

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Yamaha Fascino 20 16

Yamaha SZ-RR 13 11

Yamaha Fazer-FI 47 39

Yamaha Ray ZR 28 23

Yamaha YZF R15 V3 2 2

Yamaha MT-15 2 2

Yamaha FZ 25 4 3

Yamaha YZF R1 2 2

Yamaha MT 03 2 2

Source: Primary Data

Table 4.4 above table reveals that 39% of the respondents have fazer bikes, 23% of
the respondents have Ray bikes, 16% of the respondents have Fascino bikes, 11% of the
respondents have SZ-RR bikes and the remaining respondents have the other models of
Yamaha. Majority of the respondent have Yamaha model bikes from Fazer-FI (39%)

Chart 4.4 Showing Preference of Yamaha Bikes

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Table 4.5 Showing attributes of Yamaha Motors

PARTICULARS 5 4 3 2 1

N.O.R % N.O.R % N.O.R % N.O.R % N.O.R %

Mileage 70 58.3 35 29.17 15 12.5 0 0 0 0

Performance 75 62.5 30 25 15 12.5 0 0 0 0

Quality 75 62.5 30 25 15 12.5 0 0 0 0

Source: Primary Data

From the table 4.5, it is observed that, in mileage 58.3% of respondents strongly agree
about service facility in Yamaha motors while 29.17% of respondents agree and 12.5%
neither agree nor disagree about service facility. In performance, 62.5% respondents strongly
agree, 25% of respondents agree and 12.5% of respondents neither agree nor disagree and in
quality, 62.5% respondents strongly agree, 25% of respondents agree and 12.5% of
respondents neither agree nor disagree about Yamaha motors.

Chart 4.5 Showing attributes of Yamaha Motors

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Table 4.6 Showing Services in Yamaha Motors

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

First service 15 12

Second service 35 29

Third service 40 33

Fourth service 15 13

More than four service 15 13

TOTAL 120 100

Source: Primary Data

Table 4.6 reveals that 33% of the customers have acquired three services ,29% of the
customers have acquired second service, 12% of the customers have only acquired one
service,13% of the respondents have acquired four services and the remaining 13% have
acquired more than four services. Majority of the respondents have undertaken their third
service with Yamaha motors (33%)

Chart 4.6 Showing Services in Yamaha Motors

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Table 4.7 Showing Level of Satisfaction on Service in Yamaha Motors

PARTICULARS 5 4 3 2 1

N.O.R % N.O.R % N.O.R % N.O.R % N.O.R %

First service 69 57.5 30 25 15 12.5 5 4.17 1 0.83

Second service 63 52.5 35 29.17 15 12.5 4 3.33 3 2.5

Third service 67 55.8 35 29.17 15 12.5 2 1.67 1 0.83

Fourth service 67 55.8 35 29.17 15 12.5 2 1.67 1 0.83

More than four 67 55.8 30 25 15 12.5 5 4.17 3 2.5

service

Source: Primary Data

It is observed from the table 4.7 that 57.5% of respondents strongly agree, 25% of
respondents agree, 12.5% of respondents neither agree nor disagree, 4.17% disagree and
0.83% of respondents strongly disagree about first service. Respondents of 52.5% strongly
agree, 29.17% of agree, 12.5% of neither agree nor disagree, 3.33% of disagree and 2.5%
of respondents strongly disagree about second service. An identical 55.8% of respondents
strongly agree, 29.17% of agree, 12.5% of neither agree nor disagree, 1.67% of disagree
and 0.83% of strongly disagree. Respondents of 55.8% strongly agree, 25% of agree,
12.5% of neither agree nor disagree, 4.17% of disagree and 2.5% of strongly disagree.
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Chart 4.7 Showing Level of Satisfaction on Service in Yamaha Motors

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Table 4.8 Showing Service Advisors Dealing Service Enquiry

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Very friendly 80 66

Friendly 20 17

Neither friendly nor unfriendly 17 14

Unfriendly 2 2

Very unfriendly 1 1

TOTAL 120 100

Source: Primary Data

From the table 4.8 shows that out of 120 respondents 66% feel very friendly,17% of
the respondents feel that the service provided is friendly,14% of the respondents feel that they
are neither friendly nor unfriendly ,2% and 1% of the respondents feel unfriendly and very
unfriendly respectively. Majority of the respondent feel very friendly with respect to the
service provided and clarification of service enquiry by the employees of Yamaha motors
(66%).

Chart 4.8 Showing Service Advisors Dealing Service Enquiry

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Table 4.9 Showing Annual Maintenance Service

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Service Advisor 100 84

POP materials 10 8

Promotional Activities 5 4

Colleague or friends 5 4

TOTAL 120 100

Source: Primary Data

Table 4.9 shows that out of 120 respondents 84% of the respondents have said service
advisor as their source of information,8% of the respondents said that POP is their source of
information,4% of the respondents replied promotional activities ,4% of the respondents
replied colleague and friends as source of information. Majority of the respondent have
replied that service advisor is their source of information about the annual maintenance
service in Yamaha motors.

Chart 4.9 Showing Annual Maintenance Service

.
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Table 4.10 Showing Instant Service In Yamaha Motors

NO. OF RESPONDENTS PERCENTAGE
PARTICULARS

Strongly satisfied 90 75

Satisfied 15 13

Neither satisfied nor dissatisfied 5 4

Dissatisfied 5 4

Strongly dissatisfied 5 4

TOTAL 120 100

Source: Primary Data

It is inferred from the above table 4.10 that 75% of the respondents are strongly
satisfied with the service staff in Yamaha motors, 13% of the respondents are satisfied with
the service staff, 4% of the respondents neither satisfied nor dissatisfied,4% of the
respondents are dissatisfied,4% of the respondents are strongly dissatisfied with the service
staff. Majority of the respondent are strongly satisfied with the service staff at Yamaha
motors (75%).

Chart 4.10 Showing Instant Service In Yamaha Motors

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Table 4.11 Showing Service Team in Yamaha Motors

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Very friendly 100 84

Friendly 5 4

Neither friendly nor unfriendly 5 4

Unfriendly 5 4

Very unfriendly 5 4

TOTAL 120 100

Source: Primary Data

It is inferred from the table 4.11showed that 84% of the respondents are strongly
satisfied with the friendliness of service staff in Yamaha motors, 4% of the respondents feel
that the service staff is friendly, 4% of the respondents feel that the service staff are neither
friendly nor unfriendly,4% of the respondents feel that the service staff are unfriendly,4% of
the respondents feel that the service staff are very unfriendly. Majority of the respondent feel
that the service staff at Yamaha motors are very friendly (84%)

Chart 4.11 Showing Service Team in Yamaha Motors

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Table 4.12 Showing Taken Care of Issues in Yamaha Motors

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Yes 100 83

Partly yes 15 13

No 5 4

TOTAL 120 100

Source: Primary Data

Table 4.12 shows that 83% of the respondents said that issues were resolved by the
service staff, 13% of the respondents said that their issues were resolved partly and 4% of the
respondents replied that none of their issues were resolved by the service staff. Majority of
the respondent replied that their issues were resolved by the service staff of Yamaha motors
(83%)

Chart 4.12 Showing Taken Care of Issues in Yamaha Motors

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Table 4.13 Showing Recommendations

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS

Strongly satisfied 100 84

Satisfied 5 4

Neither satisfied nor dissatisfied 5 4

Dissatisfied 5 4

Strongly dissatisfied 5 4

TOTAL 120 100

Source: Primary Data

It is inferred from the table 4.13 that 84% of the respondents are strongly satisfied
with the service and will refer Yamaha motors to friends and colleagues, 4% of the
respondents are satisfied,4% of the respondents feel are neither friendly nor unfriendly,4% of
the respondents are dissatisfied,4% of the respondents are strongly dissatisfied with the
service. Majority of the respondent are strongly satisfied with the services and will refer
Yamaha motors to friends and colleagues (84%)

Chart 4.13 Showing Recommendations

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Table 4.14 Showing Sales and Service Experience in Yamaha Motors

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

Strongly satisfied 100 83

Satisfied 10 8

Neither satisfied nor dissatisfied 5 4

Dissatisfied 3 3

Strongly dissatisfied 2 2

TOTAL 120 100

Source: Primary Data

It is inferred from the table 4.14 that 83% of the respondents are strongly satisfied
with the service and will prefer Yamaha motors to avail next service, 8% of the respondents
are satisfied,4% of the respondents feel are neither friendly nor unfriendly,3% of the
respondents are dissatisfied,2% of the respondents are strongly dissatisfied with the service.
Majority of the respondent are strongly satisfied with service provided and will avail service
again from Yamaha motors (83%)

Chart 4.14 Showing Sales and Service Experience in Yamaha Motors

Table 4.15 Showing Factors that are Influencing the Preference of Yamaha Motors
 39

PARTICULARS 5 4 3 2 1

N.O. % N.O. % N.O. % N.O. % N.O. %

R R R R R

Ambience 100 83. 15 12. 5 4.1 0 0 0 0

(facilities) 3 5 7

Ease of 90 75 20 16. 10 8.3 0 0 0 0

appointment for 6 3

service

Quality of 80 66. 25 20. 15 12. 0 0 0 0

service/repairs 6 8 5

Workshop facility 90 75 20 16. 10 8.3 0 0 0 0

6 3

Job card opening 90 75 20 16. 10 8.3 0 0 0 0

process 6 3

Cleanliness and 90 75 20 16. 5 4.1 5 4.1 0 0

appearance of the 6 7 7

vehicle

Service delivery 75 62. 20 16. 15 12. 10 8.3 0 0

5 6 5 3

Completion of 90 75 20 16. 10 8.3 0 0 0 0

work 6 3

Service/repair 90 75 20 16. 10 8.3 0 0 0 0

charges 6 3

Delivery time 75 62. 20 16. 15 12. 10 8.3 0 0

5 6 5 3

Source: Primary Data

 40

From the table 4.15, it is learnt that 83.3% of respondents strongly agree, 12.5% of
agree and an identical 0% of respondents neither agree nor disagree, disagree and strongly disagree
about ambience facilities in Yamaha motors. Respondents of75% strongly agree, 16.6% of agree,
8.33% of neither agree nor disagree and 0% of disagree and strongly disagree about ease of
appointment for service. Respondents of 66.6% strongly agree, 20.8% of agree and 12.5% of
neither agree nor disagree about quality of service/repairs. An identical 75% of respondents
strongly agree, 16.6% of respondents agree and 8.33% of respondents neither agree nor disagree
about workshop facility, completion of work, service/repair charges and job card opening process.
Respondents of 75% of strongly agree, 16.6% of agree, 4.17% of respondents neither agree nor
disagree and disagree about cleanliness and appearance of the vehicle and delivery time.

Chart 4.15 Showing Factors that are Influencing the Preference of Yamaha Motors
 41

TESTING OF HYPOTHESIS

4.16 . CHI-SQUARE TEST TO DETERMINE RELATIONSHIP BETWEEN

GENDER AND LEVEL OF SATISFACTION

NULL HYPOTHESIS

There is no significant relation between gender and level of satisfaction on sales experience
in Yamaha motors

ALTERNATE HYPOTHESIS

There is a significant relation between gender and level of satisfaction on sales experience in
Yamaha motors

Table 4.16 showing chi-square test to determine relationship between gender and level
of satisfaction

(5 – Strongly satisfied, 4 – Satisfied, 3- Neither satisfied nor dissatisfied, 2 – Dissatisfied,

1- Strongly dissatisfied)

LEVEL OF SATISFACTION

GENDER 5 4 3 2 1 TOTAL

Male 97 8 5 0 1 111

Female 3 2 0 3 1 9

TOTAL 100 10 5 3 2 120

 42

OUTPUT

CHI-SQUARE TESTS

Particulars Value df Asymp. Exact Sig. Exact Sig.

Sig. (2- (2-sided) (1-sided)
sided)

Pearson Chi-Square 54.545 1 .000

Continuity Correction 48.196 1 .000

Likelihood Ratio 41.115 1 .000

Fisher's Exact Test .000 .000

Linear-by-Linear 54.091 1 .000

Association

N of Valid Cases 120

INTERPRETATION

It is observed from the table that chi-square value is 54.545 and p value is .000 which
is less than 0.05. Hence null hypothesis is accepted. So it is concluded that there is no
significant relation between gender and level of satisfaction on after sales experience in
Yamaha motors.
 43

4.17. CHI-SQUARE TEST TO DETERMINE DELIVERY OF VEHCILES ON TIME

IN YAMAHA MOTORS

NULL HYPOTHESIS

There is no delivery of vehicles on time in Yamaha motors.

ALTERNATE HYPOTHESIS

There is a delivery of vehicles on time which stimulate consumers to promote services to

others about Yamaha motors.

Table 4.17 showing chi-square test to determine delivery of vehicles on time in Yamaha
motors

PARTICULARS NO. OF RESPONDENTS

Strongly Agree 85

Agree 20

Neither Agree nor disagree 15

Disagree 10

Strongly Disagree 0
 44

OUTPUT

TEST STATISTICS

PARTICULARS VALUE

Chi-Square 138.333a

Df 3

Asymp. Sig. .000

INTERPRETATION

It is observed from the output table significance value is 138.33 because the cell
frequencies were all equal. The statistically significance results are indicated by "Asymp.
Significance" values below .05. It is identified that calculated value is greater than tabulated
value. Hence, null hypothesis rejected and is concluded that There is a delivery of vehicles
on time which stimulate consumers to promote services to others about Yamaha motors.
 45

4.18. CHI-SQUARE TEST TO DETERMINE CUSTOMER VEHICHLE ISSUES

TAKEN CARE IN YAMAHA MOTORS

NULL HYPOTHESIS

There is no proper care taken to highlight the issues of customers

ALTERNATE HYPOTHESIS

There is no proper care taken to highlight the issues of customers

Table 4.18 showing chi-square test to determine customer vehicle issues taken care in
Yamaha motors

PARTICULARS NO. OF RESPONDENTS

Yes 100

Partly yes 15

No 5

OUTPUT

TEST STATISTICS

PARTICULARS VALUE

Chi-Square 53.333a

Df 1

Asymp. Sig. .000

 46

INTERPRETATION

It is observed from the output table significance value is 53.33 because the cell
frequencies were all equal. The statistically significance results are indicated by "Asymp.
Significance" values below .05. It is identified that calculated value is greater than tabulated
value. Hence, null hypothesis rejected and is concluded that there is no proper care taken to
highlight the issues of customers
 47

CHAPTER-V

SUMMARY OF FINDINGS
 48

CHAPTER-V

SUMMARY OF FINDINGS

5. FINDINGS
⮚ It cleared that 93% of respondents are male
⮚ It concluded that 71% of respondent have college level of education qualification.
⮚ It makes clear that 37%of the respondent is doing business (37%).
⮚ It is concluded that 39 % of respondents Fazer FI bikes.
⮚ It is clear that 33% of the respondents have undertaken their third service with
Yamaha motors.
⮚ It is concluded that maximum number of respondents said that service advisors are
very friendly with customers.
⮚ It is clear that 66% of respondents let me know about the annual maintenance through
service advisor in Yamaha motors.
⮚ It is clear that 75% of respondents are strongly satisfied with the Instant service
provided by Yamaha motors.
⮚ It is found that 83% of respondents replied that Yamaha motors service team is very
friendly to their customers.
⮚ It is cleared that 83% of the respondent replied that their issues were resolved by the
service staff of Yamaha motors.
⮚ It is concluded that 84% of the respondent are strongly satisfied with the services and
will refer Yamaha motors to friends and colleagues.
⮚ It is found that 83% of the respondent are strongly satisfied with service provided and
will avail service again from Yamaha motors.
⮚ The maximum number of respondents strongly satisfied with after sales services. So,
they will come again to same service center.
⮚ It is observed from the table that chi-square value is 54.545 and p value is .000 which
is less than 0.05. Hence null hypothesis is accepted. So it is concluded that there is
no significant relation between gender and level of satisfaction on after sales
experience in Yamaha motors.
⮚ It is observed from the output table significance value is 138.33 because the cell
frequencies were all equal. The statistically significance results are indicated by
 49

"Asymp. Significance" values below .05. It is identified that calculated value is

greater than tabulated value. Hence, null hypothesis rejected and is concluded that
There is a delivery of vehicles on time which stimulate consumers to promote services
to others about Yamaha motors.
⮚ It is observed from the output table significance value is 53.33 because the cell
frequencies were all equal. The statistically significance results are indicated by
"Asymp. Significance" values below .05. It is identified that calculated value is
greater than tabulated value. Hence, null hypothesis rejected and is concluded that
there is no proper care taken to highlight the issues of customers
 50

CHAPTER-VI

SUGGESTIONS/RECOMMENDATION
 51

CHAPTER-VI

SUGGESTIONS/RECOMMENDATION

6. RECOMMENDATION

⮚ In the present days, the most important media looks to be TV, internet and social
media. So, the companies should utilize the above mentioned media to influence the
people to purchase it rather than going for traditional media like newspaper,
magazines and so on.
⮚ The company should focus on providing a fresh and innovative bikes to the
consumers which makes the market to be more oligopolistic and hence the company
can easily accelerate the market share
⮚ Looks and style of the bikes must be unique and an innovative one and at the same
time the company should focus on providing a quality products which have a better
mileage in it
⮚ It is highly recommended to incorporate 360 degree marketing approach primarily for
promoting the products
⮚ Consumers first consider the milage followed by style and performance and hence the
company should indulge in providing a good performance vehicle
⮚ Yamaha motors should increase the number of incentives provide to the customer i.e.
discount to overcome expensive service charges.
⮚ Before introduce any new facilities in sales service Yamaha motors should meet
existing customer & ask for their opinions
⮚ Yamaha motors can achieve 100% success in customer’s satisfaction in term of after
sales service, if they will motivate their employees with handsome incentives &
reward for creating customer delight. Many global automotive giant are practicing this
marketing strategy these days.
⮚ Yamaha motors have to think carefully on its labors charges price cut off will enable a
huge market share & it will force the customer’s to switch off to other service
provider.
⮚ Customer are satisfied with the service provided, Yamaha motors needs to concentrate
on other attributes to improve the satisfaction of customers.
 52

⮚ Customers of Yamaha motors have availed maximum of three service, more

improvements should be added to realize the customer’s difficulties and increase their
good will towards Yamaha motors.
⮚ Most of the respondents face the problem in high price of spare parts. So the price of
the spare parts to be reduced by Yamaha motors to increase more customers.
CONCLUSION

It makes crystal clear from the study that it is necessary to retain the customers
towards our brand which influence the company to reap the success of the business. Hence
the researcher took the concept to identify how customer satisfaction has influenced them to
prefer Yamaha motors in Bangalore. The present study has a keen concentration on not only
preference of bikes but also how they are offering after sales services to the customers. The
researcher measured based on various attributes and identify that sales service was efficient
and at the same time effective too. Yamaha bikes very known for not only design as well as
performance but also it give high satisfaction to the riders. However, After sales services also
very effective because they had a proper communication with the clients to differentiate their
services from others. Products will be more updated according to customer needs by using
proper after sales service data and knowledge. This will cut off extra cost of product and
make it more competitive in the market. Being active and successful computer components
distributors is not possible unless by providing the good after sales service.
 53

BIBLIOGRAPHY

⮚ Vadnare. A study of After sales services undertaken at Empire Motors Private

Limited, Shrimad Rajchandra institute of management, pp 1 -50.

⮚ Vinodhini and Umarani (2014). Customer satisfaction towards quality of service and
sales at Toyota, Chennai, IJAMBU, vol 2, issue 1, pp 22 -26.
⮚ Dr.N.Chandrasekaran, Consumer Behaviour and Brand Preference towards Onida
Television –An Empirical Study with Reference to Karur, Tamilnadu, Indian Journal
of Marketing, July 2009,Page No-58.
⮚ Dr.S.K.Sinha&Ajay Wagh, Analysing growth of cellular telecom sector and
understanding consumer’s preferences and choices on the use of cell phone-Indian
Journal of Marketing. Sep 2008 Page no -2
⮚ Dr.C.Annandan&M.Prasanna Mohan Raj &Mr.S.Madhu, A Study on Brand
preference of washing soaps in rural areas, Indian Journal of marketing,March2007,
Page no-30.
⮚ RachelDardis, HoracioSoberon-Ferrer, consumer’s preferences for Japanese auto
mobiles,Journal of consumer affairs, summer 1994.
⮚ Kurtkoti, A., & Prabhu, S. (2011). A Study of Customer Satisfaction towards Nano
Cars Customers in Pune City. Pravara management review, 10 (2), 28-32.
⮚ Jain, P. (2015). A Study of Customer Satisfaction of Two Wheelers on Yamaha. IOSR
Journal of Business and Management (IOSR-JBM) e-ISSN, 08-19.
⮚ Tripathy, D., & Mani, R. (2014). A Study on Consumer Satisfaction of Two Wheeler
Bikes. International Journal of Engineering and Management Research, 4, 302-306.
⮚ SWARNA, B. (2018) A Study on Customer Satisfaction Level of Two-wheeler Users
in Prakasam (dt), Andhra Pradesh.
⮚ Mrs.Mahalakshmi, (2013) Customer satisfaction on two wheelers a special
reference with TVS XL in theni district
⮚ DEVI, Y. (2017). CUSTOMER SATISFACTION ON TWO WHEELER A SPECIAL
REFERENCE WITH HERO PASSION PRO IN UDUMALPET TOWN.
⮚ D.Vijayalakshmi et al (2015), “A study on customer satisfaction of selected branded
two wheelers in south Coimbatore”, International Journal of Multidisciplinary
research and development, Volume :2, Issue :4, 260-264
 54

⮚ M. Arutselvi (2011), “A study on customer satisfactiontowards TVS Bikes”,

International Journal of Management Research and Review, Vol-1, Article No16/250-
265.
QUESTIONNAIRE

1. Name
2. Age …………
3. Gender
a. Male
b. Female
4. Educational level
a. Under graduate
b. Post graduate
c. Professional qualification
5. Occupation status
a. Business
b. Private employees
c. Government employees
d. Students
6. Year of registration of bikes ……
7. Which Yamaha bikes do you prefer?
a. Yamaha Fascino
b. Yamaha SZ-RR
c. Yamaha Fazer-FI
d. Yamaha Ray ZR
e. Yamaha YZF R15 V3
f. Yamaha MT-15
g. Yamaha FZ 25
h. Yamaha YZF R1
i. Yamaha MT 03

8. How satisfied are you with the services facility in Yamaha motors?
(5 – Strongly satisfied, 4 – Satisfied, 3- Neither satisfied nor dissatisfied, 2 – Dissatisfied,
1- Strongly dissatisfied)

PARTICULARS 5 4 3 2 1

Mileage
 Quality

Performance

9. How many services have you done in Yamaha motors?

a. First service
b. Second service
c. Third service
d. Fourth service
e. More than four service

10. What is your level of satisfaction on services done in Yamaha motors?

(5 – Strongly satisfied, 4 – Satisfied, 3- Neither satisfied nor dissatisfied, 2 –

Dissatisfied, 1- Strongly dissatisfied)

PARTICULARS 5 4 3 2 1

First service

Second service

Third service

Fourth service

More than four service

11. How friendly were our service advisors in dealing with your service enquiry?
a. Very friendly
b. Friendly
c. Neither friendly nor unfriendly
d. Unfriendly
e. Very unfriendly
12. How do you come to know about annual maintenance service in Yamaha motors?
a. Service Advisor
b. POP Materials
c. Promotional activities
d. Colleague or friends
13. How satisfied are you with the availability of service staff that makes instant service
in Yamaha motors?
a. Strongly Satisfied
b. Satisfied
c. Neither satisfied nor dissatisfied
d. Dissatisfied
e. Strongly dissatisfied

14. Upon arrival, how friendly were our service teams in Yamaha motors?
a. Very friendly
b. Unfriendly
c. Neither friendly nor unfriendly
d. Unfriendly
e. Very unfriendly

15. Have all the issues highlight by you has been taken care?
a. Yes
b. Partly yes
c. No

16. Following your service/repair how satisfied is word of mouth that you would
recommend Yamaha motors to a friend or colleague?
a. Strongly Satisfied
b. Satisfied
c. Neither satisfied nor dissatisfied
d. Dissatisfied
e. Strongly dissatisfied

17. Based on your after-sales service experience in Yamaha motors, how satisfied is you
to avail service again?
a. Strongly Satisfied
b. Satisfied
c. Neither satisfied nor dissatisfied
d. Dissatisfied
 e. Strongly dissatisfied

18. Please rate the following attributes in a 5-point scale with 5 being strongly satisfied
and 1 being strongly dissatisfied on based on your latest after sales service
experience?
(5 – Strongly satisfied, 4 – Satisfied, 3- Neither satisfied nor dissatisfied, 2 – Dissatisfied,
1- Strongly dissatisfied)

PARTICULARS 5 4 3 2 1

pessst Ambience

Ease o Ease of appointment for service

Qualit Quality of service/ Repairs

Works Workshop facility

Job ca Job card opening process

Cleanl Cleanliness and appearance of the vehicle

Servic Service delivery

Completion of work

Service/Repair charges

Delivery time

19. Any suggestions/ comments