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AMITY SCHOOL OF BUSINESS,NOIDA

TOPIC OF DISSERTATION:
“YAHAMA AND ITS COMPETITORS”

Submitted to:- Submitted by:-


Mrs. Manita Matharu Bhawna mittal
C-01
BBA(GEN)SEM:-6

Acknowledgement

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In the completion of this project report, I have received encouragement and support
from various quarters, which need special mention.

I wish to acknowledge my indebtedness to Mrs. Manita Matharu, Amity Business


School, Noida, under whom this work has been completed, for extending all possible
cooperation.

I am also thankful to all those people of Amity Business School, who helped me
directly or indirectly during this period.

Mere acknowledgement may not redeem the debt I owe to my parents for their
direct/indirect support during the entire course of this project.

BHAWNA MITTAL

Executive Summary

This project deals with a competitive analysis of Yamaha and its five other
competitors in the two wheelers automobile companies. Corner stone of this
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research is about customer satisfaction regarding their respective bikes and the
service of the dealers from where they purchased their bikes. On the basis of a
customer survey, an effort is made to find Problem faced by Yamaha Motors and
what could be the solution to subsidize these problems so that they could become
number one bike selling company in the Indian market. This project is giving detail
information about service giving by Yamaha Motors dealer and by other major two
wheeler companies. The graphical comparison Between Yamaha motors and its
competitors is dealing all the aspect to provide a good bike vis-à-vis good service
from dealers of respective companies.

Objectives of Research

Objective of the research is to make Yamaha India’s number one customer oriented
company. Vis a vis doing a comparative study of Yamaha and its other competitor.
Other bike companies are:-
• Hero Honda
• Bajaj
• Tvs
• Honda

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• Suzuki
LITREATURE REVIEW
Before the beginning of research, the information given by Yamaha was that They
were fourth best selling bike company in Indian market after Hero Honda, Bajaj
and Tvs

• Age group targeted by Yamaha was 18-24 years i.e. youth class.
• Models of Yamaha bikes are very good and it is liked by all Yamaha
customer
• advertisement were very poor
• people are looking for high speed bikes with fast pick up
• Yamaha performing well in the Indian market

MARKETING RESEARCH
MARKETING RESEARCH:_-
Marketing Research is the function that links the consumer, customer and public to
the marketer through information- information used to identify and define
marketing opportunities and problems; generate, refine and evaluate marketing
actions; monitor marketing performance; and improve understanding of marketing
as a process. Marketing Research specifies the information required to address
these issues, designs the methods for collecting information, manages and
implements the data collection process, analyzes, and communicates the findings
and their implications.
American Marketing Association-
Marketing research techniques come in many forms, including:
• Ad Tracking – periodic or continuous in-market research to monitor a
brand’s performance using measures such as brand awareness, brand
preference, and product usage.

• Advertising Research – used to predict copy testing or track the efficacy of


advertisements for any medium, measured by the ad’s ability to get
attention, communicate the message, build the brand’s image, and motivate
the consumer to purchase the product or service.

• Brand equity research - how favorably do consumers view the brand?

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• Brand name testing - what do consumers feel about the names of the
products?

• Commercial eye tracking research - examine advertisements, package


designs, websites, etc by analyzing visual behavior of the consumer

• Concept testing - to test the acceptance of a concept by target consumers

• Coolunting - to make observations and predictions in changes of new or


existing cultural trends in areas such as fashion, music, films, television,
youth culture and lifestyle

• Buyer decision processes research - to determine what motivates people to


buy and what decision-making process they use

• Copy testing – predicts in-market performance of an ad before it airs by


analyzing audience levels of attention, brand linkage, motivation,
entertainment, and communication, as well as breaking down the ad’s flow of
attention and flow of emotion.

• Customer satisfaction research - quantitative or qualitative studies that


yields an understanding of a customer's of satisfaction with a transaction

• Demand estimation - to determine the approximate level of demand for the


product

• Distribution channel audits - to assess distributors’ and retailers’ attitudes


toward a product, brand, or company

• Internet strategic intelligence - searching for customer opinions in the


Internet: chats, forums, web pages, blogs... where people express freely about
their experiences with products, becoming strong "opinion formers"

• Marketing effectiveness and analytics - Building models and measuring


results to determine the effectiveness of individual marketing activities.

• Positioning research - how does the target market see the brand relative to
competitors? - What does the brand stand for?

• Price elasticity testing - to determine how sensitive customers are to price


changes
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• Sales forecasting - to determine the expected level of sales given the level of
demand. With respect to other factors like Advertising expenditure, sales
promotion etc.

• Segmentation research - to determine the demographic, psychographic, and


behavioural characteristics of potential buyers

• Online panel - a group of individual who accepted to respond to marketing


research online

• Store audit - to measure the sales of a product or product line at a


statistically selected store sample in order to determine market share, or to
determine whether a retail store provides adequate service

• Test marketing - a small-scale product launch used to determine the likely


acceptance of the product when it is introduced into a wider market

• Viral Marketing Research - refers to marketing research designed to


estimate the probability that specific communications will be transmitted
throughout an individual’s Social Network. Estimates of Social Networking
Potential (SNP) are combined with estimates of selling effectiveness to
estimate ROI on specific combinations of messages and media.

All of these forms of marketing research can be classified as either problem-


identification research or as problem-solving research.
A company collects primary research by gathering original data. Secondary
research is conducted on data published previously and usually by someone else.
Secondary research costs far less than primary research, but seldom comes in a
form that exactly meets the needs of the researcher.
A similar distinction exists between exploratory research and conclusive research.
Exploratory research provides insights into and comprehension of an issue or
situation. It should draw definitive conclusions only with extreme caution.
Conclusive research draws conclusions: the results of the study can be generalized
to the whole population.
Exploratory research is conducted to explore a problem to get some basic idea about
the solution at the preliminary stages of research. It may serve as the input to
conclusive research. Exploratory research information is collected by focus group
interviews, reviewing literature or books, discussing with experts, etc. This is
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unstructured and qualitative in nature. If a secondary source of data is unable to
serve the purpose, a convenience sample of small size can be collected. Conclusive
research is conducted to draw some conclusion about the problem. It is essentially,
structured and quantitative research, and the output of this research is the input to
management information systems (MIS).
Exploratory research is also conducted to simplify the findings of the conclusive or
descriptive research, if the findings are very hard to interpret for the marketing
manager.
Marketing research methods
Methodologically, marketing research uses the following types of research designs:
Based on questioning:
• Qualitative marketing research - generally used for exploratory purposes -
small number of respondents - not generalizable to the whole population -
statistical significance and confidence not calculated - examples include focus
groups, in-depth interviews, and projective techniques

• Quantitative marketing research - generally used to draw conclusions - tests


a specific hypothesis - uses random sampling techniques so as to infer from
the sample to the population - involves a large number of respondents -
examples include surveys and questionnaires. Techniques include choice
modelling, maximum difference preference scaling, and covariance analysis.

Based on observations:
• Ethnographic studies -, by nature qualitative, the researcher observes social
phenomena in their natural setting - observations can occur cross-sectionally
(observations made at one time) or longitudinally (observations occur over
several time-periods) - examples include product-use analysis and computer
cookie traces.

• Experimental techniques -, by nature quantitative, the researcher creates a


quasi-artificial environment to try to control spurious factors, then
manipulates at least one of the variables - examples include purchase
laboratories and test markets

Researchers often use more than one research design. They may start with
secondary research to get background information, then conduct a focus group

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(qualitative research design) to explore the issues. Finally they might do a full
nation-wide survey (quantitative research design) in order to devise specific
recommendations for the client.
Limitations of MR
○ MR complements a marketing manager’s judgment, intuition, and
understanding, rather than substitution for these.

○ There can be errors of data collection, data handling or sample selection


process.

○ Typically, research studies that use different methodologies report differing


results.

○ Market research has a vital role to play in improving our understanding of


these markets but it cannot provide us with definitive answers.

○ If respondents are effectively speculating themselves, rather than giving


information on how they regard or use an existing service, their views are of
limited value. It is also much easier to conclude whether there is some
demand amongst identifiable groups than to quantify it.

○ Where primary research is extremely useful ?

It is used to test one or more specific hypotheses, a market is already mature and
the new product is a substitute for or alternative way of supplying something
familiar, the respondents are professional users and can employ business criteria
Where research is dangerous is when it attempts to answer questions where
uncertainty is unavoidable. Detailed forecasts without historical data are frequently
meaningless. It is often better to estimate broad orders of magnitude -and be explicit
about the uncertainties - than to delude ourselves with spurious precision.

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CONTENTS PAGE NO

10 Acknowledgement (i)

20 Executive Summary (iii)

30 Research Objectives (v)

40 Company Introduction 1-4

50 Yamaha Motor India 5-7

60 Models Of Yamaha 8-15

70 Location Of Manufacturing 16-17

80 Mission And Vision 18-21

90 Project Analysis 22-53

100 Problem Findings 54-57

110 Annexure 58-68

120 Bibliography 69-70

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Company Introduction

HISTORY
The Yamaha Motor Co. is one of the best known motorcycle producers in the world
but I'll give a little historical information about the company as background for one
of the motorcycles I will show you: Torakusu Yamaha, born in 1851, founded the
Yamaha Musical Instrument Company in 1888. After ten years of growth he joined
with other businessmen to found the Nippon Gakki Company or, Japanese Musical
Instrument Company. Mr. Yamaha died in 1916 but his company survived
earthquakes, labor unrest and bombing of World War II. After the War, the then
company president, Gen-ichi Kawakami, decided to use what was left of the
company's war-time production machinery to set up a production line for a new
product: motorcycles. The new company would be named in honor of the founder.
In 1954 the first model was set for production. It was a 125cc, single cylinder two-
stroke patterned after the German DKW RT125. Yamaha designated this first
model the YA1. The YA1 was successful and by 1956 a second model was ready for
production. This was the YC1, a 175cc single cylinder two-stroke also based on a
DKW design, the RT175. In 1957 Yamaha began production of it's first 250cc, two-
stroke twin, the YD1. This was the beginning of a long line of two stroke twins that
lead Yamaha to the world's stage of motorcycle success.(This information was
condensed from "YAMAHA TWO-STROKE TWINS" by Colin MacKellar, an
excellent book, sadly out of print. Ever since its founding as a motorcycle
manufacturer on July 1, 1955, Yamaha Motor Company has worked to build
products which stand among the very best in the world through its constant pursuit
of quality; and at the same time, through these products, it has sought to contribute
to the quality of life of people all over the world. Following on the success of our
motorcycles, Yamaha began manufacturing powerboats and outboard motors in
1960. Since then, we have used our engine and FRP technology as a base to actively
expand and diversify our areas of business. Today our fields of influence extend
from the land to the sea and even into the skies as our business divisions have grown
beyond our Motorcycles operations to include Marine operations, Power Product
operations, Automotive Engine operations, Intelligent Machinery operations, Sky
operations and our PAS operations.

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In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations
by developing the Autolube System. This landmark solution was a separate oil
injection system for two-stroke models, eliminating the inconvenience of pre-mixing
fuel and oil.
Yamaha was building a strong reputation as a superior manufacturer, which was
reflected in its first project carried out in the new Iwata, Japan Plant, built in 1966.
(The YMC headquarter was moved to Iwata in 1972.) Toyota and Yamaha teamed
up to produce the highly regarded Toyota 2000 GT sports car. This very limited
edition vehicle, still admired for its performance and craftsmanship, created a
sensation among enthusiast in Japan and abroad.

Genichi said, "I believe that the most important thing when building a product is to
always keep in mind the standpoint of the people who will use it." An example of the
commitment to "walking in the customers' shoes" was the move in 1966 by Yamaha
to continue its expansion. Overseas motorcycle manufacturing was established in
Thailand and Mexico. In 1968, the globalization continued with Brazil and the
Netherlands. With manufacturing bases, distributors and R&D operations in a
market, Yamaha could be involved in grassroots efforts to build products that truly
met the needs of each market by respecting and valuing the distinct national
sensibilities and customs of each country. Yamaha continues that tradition, today.

By the late 1960s, Yamaha had quality products that had proven themselves in the
global marketplace based on superior performance and innovation. Distribution
and product diversity were on the right track. But Genichi knew that beyond
quality, success would demand more. He had this view on the power of original
ideas. "In the future, a company's future will hinge on ideas over and above quality.
Products that have no character, nothing unique about them, will not sell no matter
how well made or affordable and that would spell doom for any company."
He also knew that forward vision, walking hand in hand with original ideas, would
create an opportunity for the company and its customers that could mean years of
happiness and memorable experiences. He said, "In the business world today, so
many people are obsessed with figures. They become fixated on the numbers of the
minute and without them are too afraid to do any real work. But in fact, every
situation is in flux from moment to moment, developing with a natural flow. Unless
one reads that flow, it is impossible to start out in a new field of business."A real-
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world illustratio motorcycle debuted in 1968 to create an entirely new genre we
know today as trail bikes. The DT-1 made a huge impact on motorcycling in the
USA because it was truly dirt worthy. Yamaha definitely "read the flow" when it
produced the 250cc, single cylinder, 2-stroke, Enduro that put Yamaha On/Off-
Road motorcycles on the map in the USA. The DT-1 exemplified the power of
original ideas, forward vision, and quick action coupled with keeping in mind the
customers' desires. n of this belief is the Yamaha DT-1. The world's first true off-
road Ginichi Kawakami's history with Yamaha was long and rich. He saw the new
corporate headquarters in Cyprus, California and the 25th Anniversary of Yamaha
become a reality in 1980. He also watched bike #20 million roll off the assembly line
in 1982. Ginichi passed away on May 25, 2002 yet his vision lives on through the
people and products of Yamaha.

YAMAHA MOTOR INDIA PVT LTD (YMI)

About Yamaha Motor India Private Limited: Yamaha Motor made its initial foray
into India in 1985. Subsequently in 1996, it entered into a 50:50 joint venture with
the Escorts Group. However, by mutual consent, Yamaha acquired stake in the
remaining half as well three years ago, bringing the Indian operations under its
complete control as a 100 % subsidiary of Yamaha Motor Co., Ltd, Japan. The
company pioneered the performance bike segment with the launch of its 100 cc 2-
2
stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke
and 4-stroke bikes in India. Today, its product kitty includes CRUX in the Basic
segment, Libero & RX135 in the Standard segment and Enticer in the pleasure
segment. With the launch of various 4-stroke motorcycles, which give true value for
money in terms of superior mileage, performance & durability, the company has
gained the reputation of a reliable 4-stroke Motorcycle manufacturer.

An agreement has recently been reached between Yamaha Motor Co., Ltd. (YMC)
and its joint venture partner in India, Escorts Limited (Chairman and Managing
Director: Mr. Rajan Nanda. Location: Faridabad, suburbs of New Delhi) under
which YMC will acquire all of the 26% of the stock presently held by Escorts
Limited in the two companies' motorcycle manufacturing and marketing joint
venture, Yamaha Motor Escorts Ltd. (YMEL).

The aims of this move to make Yamaha Motor Escorts a 100% YMC subsidiary are
to increase the overall speed of managerial and business decisions, to improve
product development capabilities and production efficiency, while also
strengthening the marketing organization. Plans call for the change in the
company's name and other procedures to be completed by the end of June.

Ever since the establishment of the first technical assistance agreement between the
two companies in 1985, YMC and Escorts Limited has built a cooperative
relationship dedicated to the manufacture and sales of Yamaha brand motorcycles
in an environment of growing motorcycle demand in the Indian market. In
November of 1995, the two companies established the joint venture company
Escorts Yamaha Motor Limited, based on a 50-50 capital investment. In June of
2000, that investment ratio was changed to 74% for YMC and 26% for Escorts
Limited and YMC assumed managerial control of the company with the name being
changed to YMEL and undertook numerous measures to build the company's
motorcycle manufacturing and marketing operations.

In addition to YMC acquiring Escorts' 26% of YMEL stock, the company's name
will be changed to Yamaha Motor India Private Limited (YMI) and concerted
efforts will be made to heighten its competitiveness in the Indian market and
promote the spread of the Yamaha brand with target themes of developing products
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with greater appeal and a distribution network that can respond more quickly to
user needs.

Furthermore, YMC will work to develop YMI as an exporter of business type


motorcycles to neighboring countries and other markets such as Africa and Latin
America, and also as a production base that can assume a variety of roles in
Yamaha's global manufacturing network.

Presently, India's annual motorcycle demand has grown to exceed 3.8 million units,
which makes it the second largest market in the world, with steady growth is
anticipated for the future. Now that YMI has become a 100% YMC subsidiary.

Models of Yamaha

RXI35

The RXI35 has always been the highest performance 2-stroke Bike on the Indian
roads. A remnant of the RX100, it still remains the favorite among youngsters
because of its superior pick up and comfortable riding.
Crux
Crux is the complete urbane 4-stroke bike for unlimited mileage and unlimited
pleasure. With Over 4 lacs bike already sold in India, Crux is a real commuter bike.

Crux S

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The Crux S is Yamaha's entries into the 100cc, four stroke, fuel efficiency market.

Libero G5

This machine along with its up-market sibling the Libero G5 offers good fuel
efficiency and continues in the Yamaha tradition of providing the consumer with
machines built to last.
Yamaha Fazer 125
Yamaha Fazer 125 offers radical styling with optional disc brakes and electric start.
Use our model selector on the right for more details and pricing of various Yamaha
models.
Fazer

Yamaha's has recently upgraded the Fazer with minor engine and cosmetic
upgrades. Along with a fuel gauge the modifications include a Butterfly Slide
carburetor that boasts YTPS (Yamaha Throttle Position Sensor) technology for
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outstanding combustion efficiency and a Engine Balancer that gives a smoother
vibration free ride. The standard model equipped with a round headlight while the
deluxe model features the more radical goggle eyes headlight along with disc brakes
and electric start.

Yamaha Alba
YAMAHA ALBA

ALBA (Spoke Wheel)(106 cc)

The latest gem from Yamaha Motors, Alba 106 has avant-garde technological model
built-in. Alba 106cc with spoke wheel has perfectly spaced gear ratio for driving in
congested conditions without changing gears repeatedly. Unlike Alba with an alloy
wheel, the Spoke wheel aids in a firmer grip. At the showroom, this bike costs
around Rs. 38,500 with an on-road price of around Rs. 44,600 at Ahmedabad. This
includes standard Ancillary charges also. It is reported, the bike is available for
lower prices in the capital city of Delhi, while in Bangalore Alba (Spoke Wheel)
prices are quite high. ALBA bikesprices vary upon the two-wheeler dealer's
location.

ALBA (Alloy Wheel)(106 cc)

A perfect bike to commute on city roads, Alba 106cc with alloy wheel is now
available at a showroom price of around Rs. 40,500 with an on road price of around
Rs. 46,800 at Ahmedabad, including accompanying charges. It is reported, the bike

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is available for lower prices in the capital city of Delhi, while in Bangalore Alba
prices are quite high.
ALBA bike prices vary upon the two-wheeler dealer's location.

Yamaha G5

G5 (Spoke Wheel)(106 cc)

Especially designed for business executives, G5 has gained popularity for its
exceedingly fine build quality. The bike helps you glide smoothly from one meeting
to another. Loaded with lots of style and power, this sleek and sophisticated bike is
the revamped version of entry-level Libero. G5 bikes in this series have a showroom
price ranging from around Rs. 42,000 to around Rs. 48,500 at Ahmedabad, inclusive
of all charges. The bike costs less in Delhi vis-a-vis the Bangalore market.

G5 (Alloy Wheel)(106 cc)

Taking Libero a step further, the engineers at Yamaha have crafted yet another
model called G5. At the showroom, G5(Alloy Wheel) costs around Rs. 44,000 with
an on-road price of around Rs. 50,500 at Ahmedabad. This includes standard
ancillary charges also. The bike costs less in Delhi vis-a-vis the Bangalore market.

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Yamaha Gladiator

Gladiator DX (123.7 cc)

Cruises effortlessly through city traffic with equally comfortable in stop and start
conditions whether in city or on highways. The Gladiator DX is now available at a
show room price of around Rs. 47,000 with an on road price of around Rs. 53,900 at
Ahmedabad, including accompaying charges. One can go for Gladiator DX for a
cheaper price in Delhi than in Bangalore where it is priced the highest. Yamaha
Gladiator DX bike prices vary upon the two-wheeler dealer's location.

Gladiator JA (124 cc)

Zero maintenance, smooth handling, and good pick-up are the three defining factors
of Gladiator DX. The model is considered at par with bikes of the deluxe category
Comes with self/electric start and disc brakes as standard fitment. At the showroom,
JA costs around Rs. 49,000 with an on-road price of around Rs. 56,000 at
Ahmedabad. This includes standard ancillary charges also. One can pick up a
brand new Gladiator from the Delhi showrooms at a price which is comparatively
lesser than the Bangalore markets.

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Yamaha YZF

YZF R1

The Yamaha YZF R1 is Yamaha's exclusive international sports super bike for the
Indian Markets. Imported into India as a Completely Built Unit (CBU), its looks are
killing and its massive 998 cc engine delivers raw power of up to 175 BHP. The price
of this bike is prohibitive for the ordinary Indian masses, for at around 10.5 lakhs, it
is meant for only avid bike enthusiasts in the select Indian market. Currently, it has
been launched at four cities in India namely Delhi, Ahmedabad, Bangalore, and
Chennai. While Bangalore has two dealers, the other cities have one dealer each.

Yamaha MT
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MT 01

The Yamaha MT 01 is Yamaha's exclusive international sports super bike for the
Indian Markets. Imported into India as a Completely Built Unit (CBU), its looks are
killing and its massive 1670 cc engine delivers raw power of up to 90 BHP. The price
of this bike is prohibitive for the ordinary Indian masses, for at around 10.5 lakhs, it
is meant for only avid bike enthusiasts in the select Indian market. Currently, it has
been launched at four cities in India namely Delhi, Ahmedabad, Bangalore, and
Chennai. While Bangalore has two dealers, the other cities have one dealer each.

LOCATION OF MANUFACTURING
PLANT IN INDIA

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The two red spots on the map indicates Faridabad and Surajpur(Noida) where Yamaha
established their manufacturing plant.

VISION

We will establish YAMAHA as the "exclusive & trusted brand" of customers by

"creating Kando" (touching their hearts) - the first time and every time with world
class products & services delivered by people having "passion for customers".
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.
MISSION

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of
YAMAHA products, focusing on serving our customer where we can build long
term relationships by raising their lifestyle through performance excellence,
proactive design & innovative technology. Our innovative solutions will always
exceed the changing needs of our customers and provide value added vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for
action and delivering results. Our employees are the most valuable assets and we
intend to develop them to achieve international level of professionalism with
progressive career development. As a good corporate citizen, we will conduct our
business ethically and socially in a responsible manner with concerns for the
environment.

Grow through continuously innovating our business processes for creating value
and knowledge across our customers thereby earning the loyalty of our partners &
increasing our stakeholder value.

.CORE COMPETENCIES
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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.

We work Team-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 goal

PROJECT ANALYSIS

Analysis of data is the crux of a research. In this analysis part I have done
comparison between Yamaha and their competitors.

Various parameters used for the analysis is as follows:-


• Age
• Martial status
• Profession
• Education

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• Attitude of dealer
• Explanation of product features by the dealer
• Sales terms and condition
• Product display in the showroom
• Cleanliness in showroom and service station
• Atmosphere
• Cleanliness of purchased bike
• Time taken in delivery
• Explanation of bike function
• PDI and check made
• Time taken in documentation
• Salesman follow up
• Reminder of first service
• Action to complain
• New bike brand preference
• Dealer retention ratio
• Repurchase from same dealer
• Representing the brand by dealer
• Service of Yamaha dealership
• Most preferred brand

ANALYSIS TOOL:

MICROSOFT EXCEL

NOTE:-
All graphical analysis has done in terms of percentage

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Marital
100 Status:
90
30
80 43 47
70 60
Percentage

60 77
90
50 Unma
40 Marri
70
30 57 53
20 40
10 23
10
0
Yamaha Hero Suzuki Honda Tvs Bajaj
Honda

INTERPRETATION:- From this graph, it can be concluded that Hero Honda


and Bajaj bikes are preferred mostly by youth section. This is the reason why
Yamaha sell is poor in the market.

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PROFESSION

INTERPRETATION:- This graph depicts most of the bike holders are working
and area to be concern for Yamaha is students, where percentage is very low in
compare of Hero Honda and Bajaj.

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Education:
100 3 0 0 0 0 3
90 20 23 23
80 36
50
70
23 63
60 Others
50 54 Under Grad
63 36
40 Graduate
30
30 54 17 Post Gradu
20
28 23
10 14 20 17
0
Yamaha Hero Suzuki Honda Tvs Bajaj
Honda

INTERPRETATION:- From this graph conclusion is that Yamaha is accepted


mostly by upper educated people.
Area to be concern is graduate and under graduate section which is grabbed
respectively by Hero Honda and Bajaj.

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Age:
100 6 3 3
10 13
90 23 6 17 20
80 17
30 25 14
70 20
13 40& A
60
35-39
50 33
27 33 30-34
40 37 77 25-29
30 60
18-24
20
30 30 33
10 20
0
Yamaha Hero Suzuki Honda Tvs Bajaj
Honda

INTERPRETATION:- This graph indicates Yamaha bikes are accepted by all


groups of ages. But the craze of bikes are more in the age group of 18-24 where they
are far behind then Hero Honda and Bajaj and intense competition with Honda and
Tvs.

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First Learning About the Motorcycle:

Yamaha

INTERPRETATION:- This graph indicates advertisement plays a vital role in


making people aware about Yamaha bike. But in general way most important thing
is that Yamaha is still lacking number of bikes on road.

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First Learning About the Motorcycle:
13% 10%
Hero Honda
3%
Saw one in
7%
Magazine A
17% Advertiseme
Dealer Visit
Friend
23% Family
Test Ride
27%

INTERPRETATION:- From this graph it is clear that most of the people visits
Hero Honda showroom. That shows their interest in knowing about there new
products. This is a huge advantage for Hero Honda because of what they are the
best selling company in India

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First Learning About the Motorcycle:
7% 0% 10%
7% Honda
0% Saw one in
7% Magazine A
Advertisem
Dealer Visit
Friend
Family
23%
46% Test Ride
Product Sh

INTERPRETATION:- This graph indicates that Honda bikes customer firstly


learned about Honda’s product through advertisement.

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First Learning About the Motorcycle:
3%
10% 0%
3% Suzuki
Saw one in
3% 27% Magazine A
Advertisem
13% Dealer Visit
Friend
Family
Test Ride
Product Sh
41%

INTERPRETATION:- This graph indicates that large number of Suzuki bikes


holder learned about there product by visiting show rooms.:-

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First Learning About the Motorcycle:
10% 0%
3%
0%
3% TVS
17% Saw one in
Magazine A
7%
Advertisem
Dealer Visit
Friend
13%
Family
Test Ride
Product Sh
Others
47%

INTERPRETTION:- This graph indicates most of the Tvs bike holder learned
about this bike through their friends or by visiting showrooms.

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First Learning About the Motorcycle:
3%
0% 13%
10% Bajaj
Saw one in
3%
Magazine A
Advertisem
Dealer Visit
Friend
23%
Family
38%
Test Ride
Product Sh
10%

INTEPRETATION:- This graph indicates most of Bajaj customer firstly learned


bout Yamaha bike through their friends. Advertisement plays an important role in
retaining Bajaj bikes in customers mind.

1
During Sales Evaluation:
(in percentages)
100
Explanation
90
of Product Features
83 80
80 73 73 70
70 60
60
50
40 33
30 23
17
20 1113
7 710 710 7 7
10 3 03 00 3 00 00 00
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- This graph indicates number of satisfied customer is


good but in comparison of companynumber of dissatisfy customer in Yamaha is
highest.

1
During
100
Sales Evaluation:
Explanation
90
of Sales Terms &Conditions
77 80 77
80 73
70 60
60
50
40
30 20 20 20
20 14 14
1013 7 10
10 3 00 00 3 033 003 03 0
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- This graph indicates number of dissatisfied customer in


Yamaha is higher than any other company. Number of totally satisfied customer in
Yamaha is lesser than any other company.

1
During Sales Evaluation:93
(in percentages)

100 90
Product
90 Display
80 70
70 60 1
57
60 2
50 43 3
34 37
40 33 4
30 20 20 5
20 10
7 7 7
10 003 033 00 000 00 0 3
0
Yamaha Hero Suzuki Honda Tvs Bajaj
Honda

INTERPRETATION:- This graph indicates Yamaha show rooms are having


very good response by customer about displaying product in a good manner.

1
During Sales Evaluation:
(in percentages)
100 94
87
Attitude
90 80
80 73 73 71
70 1
60 2
50 3
40 4
30 5
14 17 14 16
20 10 10 10 10
10 303 00 030 3030 30 30
0
Yamaha Hero Suzuki Honda Tvs Bajaj
Honda

INTERPRETATION:- From this graph conclusion can be withdrawn is that,


the attitude of Yamaha dealers with their customer is good, but being a foreign
company they should it a bit more.

1
During
100 Sales Evaluation:
(in percentages)
94 100
90
Cleanliness
90 84 83
80 70
70
60
50
40
30 24
17
20 10 13
10 000 0 03 00 33 00 00 0 00 03 3
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- From the above graph it is clear that Yamaha among


with other companies maintains its showroom clean.

1
During
100 Sales Evaluation:
(in percentages)

90
Atmosphere
90
87
80
70
60 55
47
50 40
3737
40 33
27
30 20 20 23 20
20 15
10 7 7 10
10 6
0 00 0 03 3 00 0 3
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- This graph indicates that atmosphere of Yamaha


company’s showroom is not good.The reason behind this is poor selling of Yamaha
bikes in India.

1
(in percentages)
During Vehicle Delivery Evaluation:
100 90 90 93
Cleanliness 88 of motorcycle
90 83
80 73
70
60
50
40
30
20 13
6 6 710 10 7 7 77
10 00 00 00 0 003 00 0 0
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- This graph indicates that Yamaha showroom good


service to their customer as far as Cleanliness of bike concerns. But the problem
area that has to be improved is that they are the only company where few customers
are dissatisfied with their dealers service

1
(in percentages)
During Vehicle Delivery Evaluation:
100
Timely Delivery of the bike
90
80
67
70
59
60 55
50
50
40 33 30 3
27
30 23 20 23
20 13 13 10107 10713
6 3 7 710
10 335 3 3
0
Yamaha Hero Honda Suzuki Honda Tvs Baja

INTERPRETATION:- This graph indicates delivery of Yamaha bikes from


their showrooms are not coming in the expected time regularly. For a struggling
company it is very important that they should improve their fundamental basics.

1
(in percentages)
During Vehicle Delivery Evaluation:
100
Explanation of Functions at delivery
90
80 71 70
70 60 57 58
60
50
40
27
30 23 20
20 14 14
1013 13 1313 10 13
7
10 3 03 03 33 33 00
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- This graph indicates Yamaha dealers lacking the service


what they should provide to their customer. Percentage of unsatisfied customers of
Yamaha is highest among all company.

1
(in percentages)
During Vehicle Delivery Evaluation:
100
Proper PDI and Checks Made
90
80 70
70 64
54 57 54
60
47
50 40 40 4
40 33 33
27
30
20 10 7
10 003 330 300 003 30 03
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- This graph indicates Yamaha customer have a mix


response about proper PDI and checks made. It should be appreciated that Yamaha
has least number of dissatisfied customer among all the companies.

1
During Vehicle Delivery Evaluation:
(in percentages)
100
Timely Documentation
90
80
70 1
54 57 57
60 50 2
47 47
50 40 40 3
40 33 4
26
30
17 20 2320 20 5
20 1013 10
7
10 0 330 0 00 03 00
0
Yamaha Hero Suzuki Honda Tvs Bajaj
Honda

INTERPRETATION:- This graph indicates 76 percent customers are satisfied


with dealer service. But because of poor finance support from Yamaha investment
company customers facing problems a lot.

1
After Sales Evaluation:
(in percentages)
100 94
90
Salesman Follow up 90 90
90 83 83
80
70
60
50
40
30
20
7 710 7 7 7 1
10 3
0 0 00 003 3003 300 0 0
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- It is disappointing result even for all companies that


after sale, there is no further inquiry about bike and its performance.

1
After Sales Evaluation:
(in percentages)
100 93 90
First 88
90 Service Reminder 80
80 70 67
70
60
50
40
27
30 23
20 10 7
6 6 7 7 7
10 00 03 0 00 0 03 00 3 30
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- Conclusion can be withdrawn from this graph is that,


after selling bike there is not a single company who is interested in reminding their
customer about their first free service.

1
After Sales Evaluation:
(in percentages)
100
Prompt
90
Action to Complaints
80 74
70 63
60
47 44
50 40
40
24 27
30 20 23
17 1720
20 1013 13 13 1013 10 13 13
7 10 7 7
10 3 33 0
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- This graph shows Yamaha dealers having a poor record


in taking proper action against complain made my customer. That leads
dissatisfaction among customers.

1
Experience with services of Yamaha
(in percentages)

Dealership: 17%

37% 1
10% 2
3
4
13% 5

23%

INTERPRETATION:- From this graph conclusion can be withdrawn is that


only 37 percent of Yamaha customers are fully satisfied with Yamaha service
station. 27percent of Yamaha customers are totally dissatisfied with Yamaha service
station.

1
(in percentages)
How well Dealer Represents the Current Brand
60
50
50
40
40
33 3333 33 33 33 Extr
30
30 27 27 27 27 27 Very
23 Ave
20 20 20 Not
20 17 17
13
10
10 7
0
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- This graph shows among all the companies Yamaha has
highest number of customer who says Yamaha dealer representation of its brand is
not well at all.

1
(in percentages)
Repurchase from the same dealer:
70 64
60 53
50 43 43 43 43
Definitely

37 38 Probably
40 33
30 30 Might or m
30 23 buy
20 Probably
20 17 17
13
10 Definitely
10 7 7 7
3 3 4 3 333
0 0 0
0
Yamaha Hero Suzuki Honda Tvs Bajaj
Honda

INTERPRETATION:- From this graph conclusion can be withdrawn is that


most of the Yamaha customers are not interested in purchasing new bike from same
dealer. Bajaj customers are interested most among all the companies.

1
New
100 Bike Brand Preference:
(in percentages)

90
80 73 Yam
70 67
He
60 56 55 Su
50 Ho
50
Tv
40 Ba
30
30
30 23 24 26 Oth
20 17 17 17 No
13 1313 10
10 7 7 7
3 3 3 33
7
33
0
Yamaha Hero Honda Suzuki Honda Tvs Bajaj

INTERPRETATION:- This graph indicates that only 56 percent of Yamaha


customer loves to have another bike from Yamaha itself. But it is lower than their
main rival Hero Honda and Bajaj.

3
Dealer Retention Ratio:
(in percentages)

100
90 81 80
80
67
70 60
60 53 50
50
40
30
20
10
0
Yamaha Hero Suzuki Honda Tvs Bajaj
honda

INTERPRETATION:- This graph shows only 53 percent of Yamaha customer


will purchase their new bike from same dealer. All other companies except Hero
Honda having higher percentage indicate Yamaha customers either loss their faith
from bike or they are not happy with dealers service.

1
Most Preferred Bike
(in percentages)

100
90
80
70
60
50
40
30 23 26
18
20 12 10
10 6 4
1
0
Yamaha Hero Suzuki Honda Tvs Bajaj Others None
honda

INTERPRETATION:- This graph shows Yamaha is the third choice after Bajaj
and Hero Honda preferred by two wheeler customer. Tvs and Honda both of them
are now giving a tough competition two Yamaha.

1
REASON WHY YAMAHA IS NOT DOING WELL

Measure problem with Yamaha bike is that they are not fuel efficient. First choice
of Indian customer is always fuel efficient bike.

• Spare parts of Yamaha bikes are expensive and not easily available in the
market.
• Because of that private service station did not recommend Yamaha bike to
their customers.
• Yamaha showrooms are not well equipped. Poor variety of accessory at
showroom leads to customer dissatisfaction
• Yamaha bike comes into the market with limited offering to their customer.
Company is not interested in giving any kind of discount scheme, not even
any kind of mega draw where customer can win prizes, not any exchange
offer. Lack of these things customer becomes isolated towards purchasing
their bikes.

• One of the reasons why Yamaha is not doing well is their poor resale value.
People are not interested in purchasing any used bike of Yamaha because of
their poor reputation in terms of solidity. Hero Honda, Bajaj, their reselling
value in the market is very good so people firstly preferred these companies
bike.
• Instead of being a good innovative Yamaha is a good follower. They
always come up with their product very late when all measure companies
has already launched their products. They fails to attract customer with
late launching
• One of the measure problems with Yamaha bike is that their look is very
poor.

3
LITERATURE GAP

Before the research found that yamaha is the 4th best two wheeler company
But in this project it after evaluation of customer’s preference surprisingly it is
on the third place

• In the literature review target customer for Yamaha was 18-24 , but report
says most of the Yamaha customer lies between 24-30 age group
• The literature shows Yamaha’s performance in the Indian market is good
but after
the research it was found that they are loosing their marketing strength
• literature shows Yamaha customer looking only for speed and pick up
but the result after research is different they are inclined towards bike
having good mileage

RECCOMENDATION

• Increase the advertisement expenditure and quality of


advertisement(Effective Advertisement).
• Improve the ‘During Sales’ service by appointing more dealers
• Improve the service network by appointing more service stations in remote
areas.
• Availability of spare parts should be ensured.

• Introduction of POWERFUL BIKES(Above 200cc) keeping the fuel


price hike in view and targetting the rapidly growing bachelor
population.
• Introduce 150cc Bikes at more affordable price.
• Reinventing marketing strategies.
• More focus on FUEL EFFICIENCY and for POWER launch optional
packages(Racing Edition)
3
Dealers should be enthusiastic, friendly and develop relations with customers
by
giving Personalized Care
• Re launch Bikes like ENTICER in Indian Market.
• People should be properly guided on loan and warranty terms and
conditions.
• Launch promotional offers from time to time.

CONCLUSION

After going through this research paper the conclusion can be withdrawn is that
• Hero Honda is the best selling bike in India, but Bajaj is giving them a tough
competition
• In the present scenario Yamaha is not doing well because of poor model of
bikes and some how for poor promotional strategy.
• Surprisingly Yamaha managed third position in terms of bike preferred by
the customers.
• Dealer’s service is also not satisfactory and that’s why it is a reason of
Yamaha’s poor hold in the market.
• Honda and Tvs are coming good with some really exciting models and here
Yamaha will have to be a bit cautious
• youngster looking for a heavy look bike with affordable mileage so bajaj
Pulsar and Hero Honda’s karizma gives a tough competition to Yamaha
bikes.
ANNEXTURE

YAMAHA CUSTOMER SATISFACTION SURVEY

CUSTOMER NAME -- Town:


Phone number …………………….. State:
Email id ……………………………
Address of the customer…………………………………………………………............
……………………………………………………………………………………..……..
Name of the freelancer: …………………………………………………………………

A. Are you – (please tick )


Male -- Female Married -- Unmarried Salaried -- Business

1
B. Age -- ……………………
C. Education ………………………………..

1. How did you first learn about Yamaha motorcycle you purchased?
( Please tick )
a. Dealership visit b. Friend c. Product show
d. Family e. Magazine articles f. Saw one in use
g. Advertisement h. Test ride
i. Others …..Please specify…………………….

DURING SALES EVALUATION ----

1. When you bought your new Yamaha, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:

a. Attitude ( Friendliness ) 1 2 3 4 5
b. Explanations of product features. 1 2 3 4 5
c. Explanation of sales terms and conditions. 1 2 3 4 5

2. How satisfied are you with the dealer shop.

a. Product display 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Atmosphere 1 2 3 4 5

DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery 1 2 3 4


5
b. Timely delivery of the bike 1 2 3 4 5
c. Explanation of motorcycle functions at delivery 1 2 3 4
5
d. Proper PDI and checks made. 1 2 3 4
5
c. Timely documentation of the delivery done 1 2 3 4 5
AFTER SALES EVALUATION ---

1. After you bought your new Yamaha , did the dealer staff --
a. Salesman follow up for your first experiences. 1 2 3 4
5
b. Did the dealership remind you for first service due. 1 2 3 4
5

1
c. Did the dealership take prompt actions to your complaints. 1 2 3 4
5

2. How is your experience with the rest of the free services or


paid services you got from the Yamaha dealership. 1 2 3 4
5
Any Comments
……………………………………………………………………………………………
….

A - If for any reason, you had to replace your YAMAHA, do you think you would
buy from the same dealer?
(Please tick )

a. Definitely buy b. Probably buy c. Might or might not buy


d. Probably not buy e. Definitely not buy

B. If you planning to buy a new bike which brand it would be?


……………………………………………………...............................................................
.

C. If not Yamaha then which Brand and why ?


……………………………………………………………………………………………
……………………………………………………………………………………………
……

D. How well do you feel the dealer services represent the Yamaha brand?
( Please tick )

a. Extremely well b. Very well c. Average not very well


d. Not well at all

E. HOW TO MAKE YAMAHA A CUSTOMER ORIENTED COMPANY ---


SUGGESTIONS IF ANY ---
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
…………( PARAMETERS ) --

1 = VERY POOR 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD

COMPETITOR CUSTOMER SATISFACTION SURVEY

1
CUSTOMER NAME -- Town:
Phone number …………………….. State:
Email id ……………………………
Address of the customer…………………………………………………………............
……………………………………………………………………………………..……..
Name of the freelancer: …………………………………………………………………

A. Are you – (please tick )


Male -- Female Married -- Unmarried Salaried -- Business

B. Age -- ……………………
C. Education ………………………………..

1. Which motorcycle do you have ?


( Please tick )
a. Hero Honda b. Bajaj c. Honda d. Tvs e. Suzuki. F. Yamaha
g. Others please specify…………………………….
2. How did you first learn about the motorcycle you purchased?
( Please tick )
a. Dealership visit b. Friend c. Product show
d. Family e. Magazine articles f. Saw one in use
g. Advertisement h. Test ride
i. Others …..Please specify…………………….

DURING SALES EVALUATION ----

1. When you bought your new motorcycle, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:
a. Attitude ( Friendliness ) 1 2 3 4 5
b. Explanations of product features. 1 2 3 4 5
c. Explanation of sales terms and conditions. 1 2 3 4 5

2. How satisfied are you with the dealer shop.


a. Product display 1 2 3 4 5
b. Cleanliness 1 2 3 4 5
c. Atmosphere 1 2 3 4 5

DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.


a. Cleanliness of your purchased motorcycle at delivery 1 2 3 4
5
b. Timely delivery of the bike 1 2 3 4
5
c. Explanation of motorcycle functions at delivery 1 2 3 4
5

1
d. Proper PDI and checks made. 1 2 3 4
5
c. Timely documentation of the delivery done 1 2 3 4
5

AFTER SALES EVALUATION ---


1. After you bought your new motorcycle , did the dealer staff --
a. Salesman follows up for your first experiences. 1 2 3 4
5
b. Did the dealership remind you for first service due? 1 2 3 4
5
c. Did the dealership take prompt actions to your complaints? 1 2 3 4
5

A - If for any reason, you had to replace your Current motorbike, do you think you
would buy from the same dealer?
(Please tick)
a. Definitely buy b. Probably buy c. Might or might not buy
d. Probably not buy e. Definitely not buy
Reasons
……………………………………………………………………………………..

B. If you planning to buy a new bike which brands it would be?


……………………………………………………...............................................................
.

C. If not same company then Why?


……………………………………………………………………………………………
……………………………………………………………………………………………
……
D. If you think of buying a Yamaha bike in future which features will make you
buy?
a. Mileage b. Style c. Color d. Power e. Brand
f. Price g. Service h. BHP i. Pick up j. Quality
k. All purpose l. Maneuverability m. Speed n. Reliability o. Riding
comfort

E. Please comment on Yamaha’s Brand Image in the 2 wheeler industry now ?


……………………………………………………………………………………………
….
F. Please rate the following…..
a. Yamaha’s sales standard 1 2 3 4
5
b. Yamaha’s service standard 1 2 3 4
5
G. What are the reasons Yamaha is not doing well ?
……………………………………………………………………………………………
……………………………………………………………………………………………
…….
E. How well do you feel the dealer services represent the Current Brand you using?
(Please tick)
1
a. Extremely well b. Very well c. Average not very well
d. Not well at all

F. HOW TO MAKE A CUSTOMER ORIENTED COMPANY ---


SUGGESTIONS IF ANY ---
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
………

(PARAMETERES) --
1 = VERY BAD 2 = POOR 3 = AVERAGE 4 = GOOD 5 VERY GOOD

DURING SALES EVALUATION ----


1. When you bought your new Yamaha, how satisfied were you with the
performance of the dealership sales personnel on each of the items below:

a. Attitude ( Friendliness )

5 = The customer 4 = The 3 = The 2 = The 1 = The


was promptly customer was customer was customer was customer was
greeted and greeted and greeted but not greeted and not greeted
guided to the took some time took a lot of just send to the and not even
respective to be guided to time (15 min) to respective send to the
salesman the respective be guided to the salesman respective
salesman respective salesman
salesman

b. Explanations of product features.

5 = The salesman 4 = The 3 = The sales 2 = The 1 = The


was able to explain salesman was man was able salesman was salesman was
all FAB of the able to explain to explain able to explain not able to
product and its FAB of our only key only a few explain any
competition products features features features

c. Explanation of sales terms and conditions.

5 =salesman 4 = salesman 3 = salesman 2 = salesman 1 = salesman


explained all explained most explained few only didn’t explain
the sales terms of the sales sales term and mentioned any sales term
1
and conditions terms and conditions the sakes and condition
condition term and
conditions

2. How satisfied are you with the dealer shop.


a. Product display

5 =Bikes were 4 = Bikes were 3 = Bike were 2 = = Bikes 1 = The bikes


well arranged arranged well arrange in a were were crammed
and could be but not visible manner that cramped in in space and
seen from all from all angles only one sides small spaces arranged
angles were visible and no haphazardly
space
between
them
b. Cleanliness

5 = Everything 4 = The 3 = The 2 = The 1 = Everything


clean( inside showroom is showroom is a outside dirty dirty and
and outside) clean but little dusty and but inside littered
outside is little dirty clean
dirty

c. Atmosphere

5 = There was 4 = The 3 = The 2 = Only a few 1 = There were


adequate customer seating was on chair were no chairs in the
seating for all lounge had a first come first there in the showroom no TV
customers and good selection serve basis showroom and and no magazine
the lounge was of magazine and small the TV was and the temp. in
well stocked and the TV number of not working the showroom
with was not magazine were and there were was extremely
magazine, working all available no magazine uncomfortable
news paper the time with and the temp. and the temp.
and the TV adequate in the in the
was running seating and showroom was showroom was
with the the temp. in ok bad
approved the showroom
videos and the was
temp. in the comfortable
showroom was
pleasant

1
DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery

5 =the bike was 4 = the bike was 3 = somewhat 2 = dirty 1 = dirty and
spotless , almost clean clean with hand had scratch
perfectly and was handed marks marks
cleaned and properly
handed over

B.Timely delivery of the bike

5 =the bike was 4 =the bike was 3 = the bike was 2 = the bike 1 = the bikes was
delivered delivered on the delivered on the was not delivered on
immediately same day but same day within delivered the same day
after the PDI had to wait for 2 2 hours the same despite of
hours day but in waiting long. It
the second was delivered
half of the after 2-3 days
day

b. Explanation of motorcycle functions at delivery

5 =The 4 = the 3 = the 2 = the 1 = the


serviceman serviceman serviceman was serviceman serviceman
explained all tried to explain not could explain a could not
the features all the features forthcoming in few explain the
and gave and explaining the maintenance features and the
complete maintenance features and tips only maintenance
maintenance tips maintenance tips
tip tips

d. Proper PDI and checks made.

5 =proper PDI 4 = 5 out of 6 3 = 4 out of 6 2 = things 1 = PDI was not


was done and the things were things were were noticed done before
the booklet was checked and the checked and the but not delivering and
filled booklet was booklet was not checked and the booklet was
(frame, engine, filled filled the booklet not filled

1
electrical ,road was not
test ,battery, filled
oiling, tyre
check )

e. Proper documentation of the deliver done

5 =complete 4= 3= 2 = wrong 1=
documentation documentation documentation documentation documentation
of delivery was was done but was done but was done was not done
done few some most of the
information information
was incomplete. was incomplete

AFTER SALES EVALUATION ---

1. After you bought your new Yamaha , did the dealer staff --

a. Salesman follow up for your first experiences.

5 = Permission 4 = Permission 3 = Permission 2= 1 = No


with date and taken with some taken but with Permission permission
time taken for details no details not taken but taken.
the first follow interest
up shown.

b. Did the dealership remind you for first service due.

5 =dealership 4 = dealership 3 =dealership 2= 1 = dealership


reminded for reminded for reminded for dealership didn’t remind
the first service the first service the first service reminded for for the first
due a 3 days 2 days before due a day the first service due at all
before before service on
the due day
itself

a. Did the dealership take prompt actions to your complaints.

5 = Complains 4 = listened and 3 = listen and 2 = just 1 = not listening


were heard and resolved resolve in a long listen and not
resolved period of time resolving
quickly

1
F. Please rate the following:

a) Yamaha s sales standard

5 =all the features 4 = 5 out of 7 3 = 4 out of 2 = some 1 = no product


and benefits were features and seven features features feature and
explained(YTPS, benefits were and benefits were told. benefit was told
comfort ride, engine explained were explained Benefits
displacement, CC, were not
brakes ,price, told
mileage, petrol
tank)

b) Yamaha s service standard


5 =all 22 4 = all 22 of 3 =15 out of 22 2 = few 1 = service was
features were features were features were features not done
checked, the checked , the checked, the were
booklet was booklet was booklet was checked, but
filled and the filled but the filled but the the booklet
customer was customer was customers were was not
informed. * not informed not informed filled and
the
customer
was also not
informed.

* refer to the Annexure. 1.1 For 22 features.

BIBILIOGRAPHY

Economic times
www.yamaha-motor-india.com
www.google.com
monthly journals

1
3