A

Winter Project Report

On
A STUDY OF CUSTOMER SATISFACTION AND VALUE ADDED
SERVICES AT YAMAHA

THE PROJECT SUBMITTED TO THE UNIVERSITY OF MUMBAI

IN PARTIAL FULFILLMENTFOR THE AWARD OF DEGREE OF
MASTER OF MANAGEMENT STUDIES (MMS)
BY KHARDE OMKAR GANESH PRAMILA

PARLE TILAK VIDYALAYA ASSOCIATIONS INSTITUTE OF

MANAGEMENT
VILE PARLE (E), MUMBAI 400 057
2014-2016

DECLARATION

I, MR. KHARDE OMKAR GANESH, hereby declare that this project report is the
record of authentic work carried out by me during the period from January 2016 April 2016has
not been submitted to any other University or Institute for the award of any degree / diploma.

KHARDE OMKAR GANESH

Date:

CERTIFICATE

I, Mrs.UTPAL SAMANT hereby certify that Mr. KHARDE OMKAR GANESH

MMS Student of Parle Tikal Vidyalaya Associations Institute of Management, has
completed a project titled

A STUDY OF CUSTOMER SATISFACTION AND VALUE ADDED

SERVICES AT YAMAHA.

In the Academic Year 2015 - 16. The work of the student is original and the
information included in the project is true to the best of my knowledge.

Mr.Utpal Samant
Assistant Professor

Dr.Harish Kumar S. Purohit

Director

ACKNOWLEDGEMENT

No project is ever complete without the guidance of those expert how have already
traded this past before and hence become master of it and as a result, our leader. So I
would like to take this opportunity to take all those individuals how have helped me in
visualizing this project.

I would also take this opportunity to thank our project guide Mr. Prof. Utpal Samant
for her guidance in selecting this project and also for providing me all the details on
proper presentation of this project. I also thank our director Dr. Harish Kumar S.
Purohit for his support and guidance. I extend my sincerity appreciation to our entire
Professor from MGM institute of Management and research, Kamothe for their valuable
inside and tip during the designing of the project. Their contributions have been valuable
in so many ways that i find it difficult to acknowledge of them individual.

OMKAR G KHARDE
MMS, M-10
MMS 2014-2016
PTVAIM (MUMBAI)

TABLE OF CONTENT

Chapter
No.

4
5
6
7
8
9
10
11

Title

Page No.

Declaration
Certificate
Acknowledgement
Executive summary
Introduction
1.1)Introduction To Automobile Industry Till Date
1.2)Segmentation of Two Wheeler
1.3)Growth Prospects And Key Drivers Of Indian Two Wheeler Industry
1.4)Objectives of the project
Literature review
2.1) Consumer Buyer Behavior
2.2)Factors Influencing Buyer Behavior
2.3)Customer Satisfaction
Research Methodology
3.1)Research Design
3.2)Methods Of Data Collection
3.3)Sampling
3.4)Research Problem
3.5)Research Process
Company profile
Data analysis and interpretation
Findings
Conclusion
Limitations and suggestion
Bibliography
Webliography
Annexure

1
2
4
5
6
7
8
8
12
18
19
19
20
20
20
21
42
56
57
58
59
60
61

TABLE OF CHARTS

Chart no.
5.1

Title
Which Age group you belong to?

Page no.
43

5.2
5.3
5.4
5.5
5.6

Marital status
What is your occupation?
What is your Monthly household income?
On what source they came to know about Yamaha?
Please rate the after sale services

44
45
46
47
48

5.7

Is paid and free servicing are given same importance?

50

5.8

Are you satisfied with the price?

51

5.9

What was the reason you finally purchased your Bike?

52

5.10

Are you satisfied with the performance of the bike?

53

5.11

Do you suggest Yamaha to others?

54

TABLE OF GRAPHS

Graph no.

Title

Page no.

5.1

Which Age group you belong to?

43

5.2

Marital status

44

5.3

What is your occupation?

45

5.4

What is your Monthly household income?

46

5.5

On what source they came to know about Yamaha?

47

5.6

Please rate the after sale services

48

5.7

Is paid and free servicing are given same importance?

48

5.8

Are you satisfied with the price?

49

5.9

What was the reason you finally purchased your Bike?

50

5.10

Are you satisfied with the performance of the bike?

51

5.11

Do you suggest Yamaha to others?

52

EXECUTIVE SUMMARY

India is one of the largest manufacturers and producers of two-wheelers in the world.
India stands next to Japan and China in terms of the number of two-wheelers produced
and domestic sales respectively. This difference was achieved due to many reasons like
restrictive policy followed by the Government of India towards the passenger car

industry, growing demand for personal transport, ineffectiveness in the public

transportation system etc. The Indian two-wheeler industry made a minute establishment
in the early 50s when Automobile Products of India (API) started manufacturing scooters
in the country. In the last few years, the Indian two wheelers industry has been
spectacular growth the country stands next to china and Japan in terms of production and
sales respectively. Majority of Indians especially the youngster prefer motorbikes rather
than cars. Capturing a large share in the two wheelers industry, bikes and scooters cover
major segment. Bikes are large variety of two wheelers that are available in the market,
known for the most recent technology and improved mileage Indian bikes, mopeds stand
for style and class for everyone in India.

CHAPTER-1

INTRODUCTION
(1.1) INTRODUCTION TO AUTOMOBILE INDUSTRY TILL DATE
The Indian auto industry is one of the largest in the world with an annual production of 23.37
million vehicles in FY 2014-15, following a growth of 8.68 per cent over the last year.

The automobile industry accounts for 7.1 per cent of the country's gross domestic product
(GDP).
The Two Wheelers segment with 81 per cent market share is the leader of the Indian Automobile
market owing to a growing middle class and a young population. Moreover, the growing interest
of the companies in exploring the rural markets further aided the growth of the sector. The
overall Passenger Vehicle (PV) segment has 13 per cent market share.
India is also a prominent auto exporter and has strong export growth expectations for the near
future. In FY 2014-15, automobile exports grew by 15 per cent over the last year. In addition,
several initiatives by the Government of India and the major automobile players in the Indian
market are expected to make India a leader in the Two Wheeler (2W) and Four Wheeler (4W)
market in the world by 2020.
Market Size
The industry produced a total 14.25 million vehicles including PVs, commercial vehicles (CVs),
three wheelers (3W) and 2W in April-October 2015 as against 13.83 in April-October 2014,
registering a marginal growth of 3.07 per cent year-on-year.
The sales of PVs grew by 8.51 per cent in April-October 2015 over the same period last year.
The overall CVs segment registered a growth of 8.02 per cent in April-October 2015 as
compared to same period last year. Medium & Heavy Commercial Vehicles (M&HCVs)
registered very strong growth of 32.3 per cent while sales of Light Commercial Vehicles (LCVs)
reduced by 5.24 per cent during April-October 2015 year-on-year.
In April-October 2015, overall automobile exports grew by 5.78 per cent. PVs, CVs, 3Ws and
2Ws registered growth of 6.34 per cent, 17.95 per cent, 18.59 per cent and 3.22 per cent
respectively in April-October 2015 over April- October 2014.
Investments
In order to keep up with the growing demand, several auto makers have started investing heavily
in various segments of the industry during the last few months. The industry has attracted foreign
direct investment (FDI) worth US$ 13.48 billion during the period April 2000 to June 2015,
according to data released by Department of Industrial Policy and Promotion (DIPP).
Some of the major investments and developments in the automobile sector in India are as
follows:

Global auto major Ford plans to manufacture in India two families of engines by 2017, a
2.2 liter diesel engine codenamed Panther, and a 1.2 liter petrol engine codenamed
Dragon, which are expected to power 270,000 Ford vehicles globally.

The worlds largest air bag suppliers Autoliv Inc, Takata Corp, TRW Automotive Inc and
Toyoda Gosei Co are setting up plants and increasing capacity in India.

General Motors plans to invest US$ 1 billion in India by 2020, mainly to increase the
capacity at the Talegaon plant in Maharashtra from 130,000 units a year to 220,000 by
2025.

US-based car maker Chrysler has planned to invest Rs 3,500 crore (US$ 525 million) in
Maharashtra, to manufacture Jeep Grand Cherokee model.

Mercedes Benz has decided to manufacture the GLA entry SUV in India. The company
has doubled its India assembly capacity to 20,000 units per annum.

Germany-based luxury car maker Bayerische Motoren Werke AGs (BMW) local unit has
announced to procure components from seven India-based auto parts makers.

Mahindra Two Wheelers Limited (MTWL) acquired 51 per cent shares in France-based
Peugeot Motorcycles (PMTC).

Government Initiatives
The Government of India encourages foreign investment in the automobile sector and allows 100
per cent FDI under the automatic route.
Some of the major initiatives taken by the Government of India are:

Government of India aims to make automobiles manufacturing the main driver of Make
in India initiative, as it expects passenger vehicles market to triple to 9.4 million units by
2026, as highlighted in the Auto Mission Plan (AMP) 2016-26.

In the Union budget of 2015-16, the Government has announced to provide credit of Rs
850,000 crore (US$ 127.5 billion) to farmers, which is expected to boost the tractors
segment sales.

The Government plans to promote eco-friendly cars in the country i.e. CNG based
vehicle, hybrid vehicle, and electric vehicle and also made mandatory of 5 per cent
ethanol blending in petrol.

The government has formulated a Scheme for Faster Adoption and Manufacturing of
Electric and Hybrid Vehicles in India, under the National Electric Mobility Mission 2020
to encourage the progressive induction of reliable, affordable and efficient electric and
hybrid vehicles in the country.

The Automobile Mission Plan (AMP) for the period 20062016, designed by the
government is aimed at accelerating and sustaining growth in this sector. Also, the wellestablished Regulatory Framework under the Ministry of Shipping, Road Transport and
Highways, plays a part in providing a boost to this sector.

Road Ahead
Indias automotive industry is one of the most competitive in the world. It does not cover 100 per
cent of technology or components required to make a car but it is giving a good 97 per cent, as
highlighted by Mr Vicent Cobee, Corporate Vice-President, Nissan Motors Datsun.
Leading auto maker Maruti Suzuki expects Indian passenger car market to reach four million
units by 2020, up from 1.97 million units in 2014-15.
The Indian automotive sector has the potential to generate up to US$ 300 billion in annual
revenue by 2026, create 65 million additional jobs and contribute over 12 per cent to Indias
Gross Domestic Product, as per the Automotive Mission Plan 2016-26 prepared jointly by the
Society of Indian Automobile Manufacturers (SIAM) and government.

(1.2) SEGMENTATION OF TWO WHEELER

A Two Wheeler Sector Sub-Segmenting in the three Segments
1. Motorcycle
2. Scooter
3. Mopeds

(1.3)GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO

WHEELER INDUSTRY
The growth witnessed by the Indian two wheeler industry indicates the growing demand for low
cost personal transportation solutions amongst the 300 million Indian middle class consumers.

Despite this spectacular growth rate, the two wheeler penetration (number of two wheelers per
1000 inhabitants) in India remains lower than other Asian countries. This fact provides an
opportunity for continued growth in the market. India has the lowest Penetration of two wheelers
as compared to countries like Taiwan, Thailand, Malaysia, Vietnam, Indonesia and China. In the
present scenario, growth in the two wheelers Industry will be driven by several factors
Rise in Indias Young Working Population
With the rising levels of per capita income of people, the Indian two wheeler market offers a
huge potential for Growth. This growth is relevant in the light of the fact that 70 per cent of
Indias population is below the age of 35 Years and 150 million people will be added to the
working Population in the next five years. The number of women in the urban work force is also
increasing; this will lead to the Growth of gearless scooters.
Rise of Indias Rural Economy and Growth in Middle Income Households
The growth prospects of the Indian rural economy offer a significant opportunity for the
motorcycle industry in India. The penetration of motorcycles amongst rural households with
income levels greater than US$ 2,200 per annum has already increased to over 50 per cent. The
current target Segment for two wheelers, i.e., households belonging to the Income category of
US$ 2,20012,000 is expected to grow at a CAGR of 10 per cent.
Greater Affordability of Vehicles
The growth in two-wheeler sales in India has been driven by an increase in affordability of these
vehicles. An analysis of the price trends indicates that prices have more or less stagnated in the
past. This has been part of the marketing strategy adopted by the manufacturers to gain volume,
as well as conscious efforts adopted to bring down costs. The operating expenses of leading
manufacturers have declined by around 15 per cent in the last five years. With greater avenues of
financing, the customers capacity to own a two wheeler has improved.
Rapid Product Introduction and Shorter Product Life Cycle

The last five years have witnessed a sharp increase in new product launches in the two-wheeler
industry. It is estimated that close to 50 new products have been launched by manufacturers
during this period, filling up all price points and targeted at various consumer segments.
Inadequate Public Transport Systems in most Urban Areas
The economic boom witnessed in the country and the increased migration to urban areas have
increased the traffic congestion in Indian cities and worsened the existing infrastructure
bottlenecks. Inadequate urban planning has meant that transport systems have not kept pace with
the economic boom and the growing urban population. This has increased the dependence on
personal modes of transport and the two wheelers market has benefited from this infrastructure
gap.

(1.4) OBJECTIVES OF REPORT

The main purpose of our study is to render a better understanding ofthe concept
Customer consumer behavior and Customer Satisfaction.
To know the customer perception regarding Yamaha Bikes FZ2.0 and R15.

To determine the customer satisfaction regarding bikes and after sales service at
Yamaha.
To determine the factors influencing the choice of customer regarding Yamaha
bike.

CHAPTER-2
LITERATURE REVIEW

(2.1) CONSUMER BUYER BEHAVIOR

Consumer Buyer Behaviorrefers to the buying behavior of final consumers individuals and
households who buy goods and services for personal consumption. (Philip Kotler)

To understand the buyer, and to create a customer out of him, through this understanding, is the
purpose of buyer behavior. (Ramaswamy and Namakumari)
It needs to be specified at the outset that there is no unified, tested and universally established
theory of buyer behavior. What is available today, are certain ideas of buyer behavior.
(2.2) FACTORS INFLUENCING BUYER BEHAVIOUR
A number of factors influence buyer behavior. They can be grouped under three broad categories.
1. Factors that are part of buyer as an individual.
2. Buyers social environment (group influence).
3. Information from a variety of sources.
1. Factors that are part of the Buyer as an individual
An individuals religion and cultural background, his personality traits, self concept, his general
endowments, his upbringing in short, his overall biodata play a crucial role in his conduct as
a buyer/consumer. These factors can be grouped broadly into three categories:
i.

Personal factors

ii.

Cultural factors

iii.

Psychological factors

i. Personal Factors Age, Education, Economic Position, Self concept

An individuals age, level of education, his occupation, overall economic position and lifestyle
all influence his role as a buyer. They decide what products he will buy and consume. A persons
self concept and his concern about his about status also influence his buying decisions. In fact
today people are very concerned about their image and status in society. Its a direct outcome of
their material prosperity. Status is announced through various symbols like dress, ornaments,
possessions and general lifestyle. The desire for self expression and self advancement is closely
linked with social status. For several people, status is a major motive force guiding and shaping
their life. Their concept of status decides what material possessions they should have. Even if a
product that constitutes a status symbol is beyond their immediate reach, their aspiration to
possess it will influence their decision making process.

ii. Cultural Factors Religion, Language etc.

Every culture, every language and every religion group dictates its own unique patterns of social
conduct. Within each religion, there may be several sects and sub sects; there may be orthodox
groups and cosmopolitan groups. In dress, food habits or marriage in almost all matters of
individual life religion and culture exercise an influence on the individual, though the intensity
may vary from society to society. The dos and donts listed out by religion and culture impacts
the individuals lifestyle and buying behavior.
iii.Psychological Factors Beliefs, Attitudes, Motivation, Perception just like the economic and
social conditions, a mans disposition too has a close bearing on his purchase decisions.
Individuals coming under the same economic and social groups can be vastly different when it
comes to certain personal beliefs, faith and attitudes. One may be timid and plain, while another
may be outgoing and aggressive. One may be traditional in the overall view of life, while another
may be modern. One may be east innovative, while another may welcome anything new. In fact,
the maximum variations are seen here and in the matter of analysis and assessment too, this area
poses maximum problem to the marketer.
2. Buyers Social Environment (group influence). The buyer living in a society is influenced
by it and is in turn influencing its course of development. He is a member of several
organizations and groups, both formal and informal. He belongs to a family, he works for a
certain firm, he may be a member of a professional forum, he may belong to a particular political
group, or a cultural body. There is constant interaction between the individual and the groups to
which he belongs. And all these interactions leave some imprint on him, which influences him in
his day to day life and consequently, his buying behavior.

There are two broad types of group influences:

i.

Influence of intimate group.

ii.

Influence of the broad social class.

i. Influence of Intimate Group

Examples of intimate groups are family, friends, close colleagues and closely knit organizations.
These groups exercise a strong influence on the lifestyles and the buying behavior of its
members. Among these groups the most influential and primary groups are the family and peer
groups. The peer groups are closely knit groups composed of individuals, who have a common
social background and who normally belong to the same age group. The peer group has the
greatest influence on the individual member as a stabilizer of styles and behavior patterns.
In any intimate group, there is likely to be an informal group leader. Te group respects him and
looks up to him. Though the leader may not directly influence every member in his day to day
purchases, his judgment on men and matters, and facts and fashion is respected by the group; and
his views and lifestyle influences their buying decisions. He is normally the innovator in the
group, who first tries new products and new ideas, and then, he becomes the propagator of those
products and ideas. These opinion leaders or influencers play a key role in marketing. Marketers
often try to reach these leaders first through advertisements and other means of communication.
And if the leaders are convinced, their groups are likely to follow suit
ii. Influence of the Broad Social Class
Structurally, the social class is a larger group than the intimate groups. The constitution of a
social class is decided by the income, occupation, place of residence, etc. of the individual
members. The members of a social class enjoy more or less the same status or prestige in the
community. They share a common lifestyle and behaviour pattern. And they normally select a
product or brand that caters to their class norms. Often they even do their shopping in the same
shopping are and patronize selected shops, which befit their class image. This does not mean that
all the members of a given social class will buy the same products and the same brands or
conform to the same style, amounting to a sort of regimentation. Differential liking may exist
among the members. But, in a buying situation in which objective standard are not available to
guide them, they may conform to the class norms. Studies have shown that the extent of
influence the social class has on its members will depend on the extent of attractiveness of the
group holds out to them. The greater the attractiveness, the larger is the behavioral conformity.
Study of group influence on the individual buying behaviour will help the marketers to develop
right strategies for different customer segments. It is not feasible for them to appeal to the fancies

of every individual buyer. They can find commonalities or pattern among specific groups of
buyers and work on them.
iii. Information from various sources
The buyer today is exposed to a veritable flood of information, unleashed on him from different
sources. These sources inform him about new products and services, improved versions of
existing products, new uses for existing products and so on. The information sources that
persuade people to try a product include: advertising, samples and trials, display in shops and
salesmens suggestions.
Each of these sources provides some information to the buyer about the products. When the
buyer sees an advertisement for a product, he is informed about the existence of the products.
Later on, he may develop a positive or negative attitude towards the product or he may remain
neutral. In any case, a piece of information about the product is made available to him and it has
some influence on his buying behavior.
The availability of the product in the shop itself acts as an information source to te buyer. The
buyer may evince an interest in the product and may inquire about it. The product advertises
itself.
Often salesmen serve as a source of information to buyers. The salesmen may inform the
prospects about a product, explain its advantages and may even suggest a trial purchase. In cases
where a rapport has already been established between the buyer and the salesman, the latters
suggestions are normally taken as reliable.
(2.3) Customer Satisfaction
So the purpose of marketing centres very much upon creation ofvalue and a long-term customer
relationship. Customer satisfaction is a central concept to this proposal. A marketing company
aims to set a level of expectation at which customers are satisfied that value is delivered through
an exchange process.
Be careful not to set your satisfaction level too low because your customers will go to
competitors. On the other hand try not to set your satisfaction level too high because if you dont

achieve that level, then your customers will also go to competitors. So the aim is to satisfy
customers so that they come back and buy it again. This is fundamental to relationship marketing
and customer relationship management.
Companies today have strategies for recruiting, retaining and extending products and services to
customers in order to develop customer loyalty and to retain customers for the long-term.
Essentially we are looking at long-term customer relationship management, and relationship
marketing. Companies may have in the past looked at satisfying the needs of large target groups
or segments, today they look more at marketing to profitable individuals whom they aim to retain
for as long as possible.
Reflect for a moment and think of an example of when you were dissatisfied with the product or
service. Why were you dissatisfied? Then think of an occasion when you are entirely satisfied or
in fact delighted with a product or service. Why were you satisfied? This is the basis of customer
satisfaction. The extent to which a products perceived performance matches buyers
expectations. Kotler and Armstrong 2010.
Its all about perception. In the mind of the consumer perception is reality, often not reflecting
the value that a product or service delivers. Customer satisfaction depends on how the consumer
perceives their experience and this is a central job of marketing. Satisfied customers come back
time and time again, so aim to deliver slightly more satisfaction than the customer might
reasonably expect i.e. delighted them! A central goal of increasing customer satisfaction is
paramount, but remember its not about dropping your price or promising too much since these
would only increase costs to your business. Getting this right is the job of the marketer.
Large organisations would have different levels of customer satisfaction for different customers.
Take a business like car manufacturer Ford for example. Ford has products and services which
are positioned in a series of segments. Each segment requires a different level of satisfaction, so
a low-cost economical budget vehicle would be marketed in one way perhaps, pitched at a lower
level of customer satisfaction, whilst a more expensive executive vehicle would have a higher
level of customer satisfaction. A more expensive executive vehicle would have a higher margin
of profit and therefore customer satisfaction would be costed in to the final price that the

consumer pays. The purchaser of an economy product pays less and therefore expectations of
customer satisfaction would be lower.
Customer satisfaction is a marketing term that measures how products or services supplied by a
company meet or surpass a customers expectation.
Customer satisfaction is important because it provides marketers and business owners with a
metric that they can use to manage and improve their businesses.
In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses.
Here are the top six reasons why customer satisfaction is so important:

Its a leading indicator of consumer repurchase intentions and loyalty

Its a point of differentiation

It reduces customer churn

It increases customer lifetime value

It reduces negative word of mouth

Its cheaper to retain customers than acquire new ones

1. Its a leading indicator of consumer repurchase intentions and loyalty

Customer satisfaction is the best indicator of how likely a customer will make a purchase in the
future. Asking customers to rate their satisfaction on a scale of 1-10 is a good way to see if they
will become repeat customers or even advocates.
Any customers that give you a rating of 7 and above, can be considered satisfied, and you can
safely expect them to come back and make repeat purchases. Customers who give you a rating of
9 or 10 are your potential customer advocates who you can leverage to become evangelists for
your company.
Scores of 6 and below are warning signs that a customer is unhappy and at risk of leaving.
These customers need to be put on a customer watch list and followed up so you can determine
why their satisfaction is low.

See how satisfaction provides so much insight into your customers?

Thats why its one of the leading metrics businesses use to measure consumer repurchase
and customer loyalty.
2. Its a point of differentiation
In a competitive marketplace where businesses compete for customers; customer satisfaction is
seen as a key differentiator. Businesses who succeed in these cut-throat environments are the
ones that make customer satisfaction a key element of their business strategy.
Picture two businesses that offer the exact same product. What will make you choose one over
the other?
If you had a recommendation for one business would that sway your opinion? Probably. So how
does that recommendation originally start? More than likely its on the back of a good customer
experience. Companies who offer amazing customer experiencescreate environments where
satisfaction is high and customer advocates are plenty.
This is an example of where customer satisfaction goes full circle. Not only can customer
satisfaction help you keep a finger on the pulse of your existing customers, it can also act as a
point of differentiation for new customers.
3. It reduces customer churn
An Accenture global customer satisfaction report (2008) found that price is not the main reason
for customer churn; it is actually due to the overall poor quality of customer service.
Customer satisfaction is the metric you can use to reduce customer churn. By measuring and
tracking customer satisfaction you can put new processes in place to increase the overall quality
of your customer service.
I recommend you put an emphasis on exceeding customer expectations and wowing
customers at every opportunity. Do that for six months, than measure customer satisfaction
again. See whether your new initiatives have had a positive or negative impact on satisfaction.
4. It increases customer lifetime value

A study by Info Quest found that a totally satisfied customer contributes 2.6 times more
revenue than a somewhat satisfied customer. Furthermore, a totally satisfied customer
contributes 14 times more revenue than a somewhat dissatisfied customer.
Satisfaction plays a significant role in how much revenue a customer generates for your business.
Successful businesses understand the importance of customer lifetime value (CLV). If you
increase CLV, you increase the returns on your marketing dollar.
For example, you might have a cost per acquisition of $500 dollars and a CLV of $750. Thats a
50% ROI from the marketing efforts. Now imagine if CLV was $1,000. Thats a 100% ROI!

5. It reduces negative word of mouth

McKinsey found that an unhappy customer tells between 9-15 people about their experience. In
fact, 13% of unhappy customers tell over 20 people about their experience.
Thats a lot of negative word of mouth.
How much will that affect your business and its reputation in your industry?
Customer satisfaction is tightly linked to revenue and repeat purchases. What often gets forgotten
is how customer satisfaction negatively impacts your business. Its one thing to lose a customer
because they were unhappy. Its another thing completely to lose 20 customers because of some
bad word of mouth.
To eliminate bad word of mouth you need to measure customer satisfaction on an ongoing
basis. Tracking changes in satisfaction will help you identify if customers are actually happy
with your product or service.
6. Its cheaper to retain customers than acquire new ones
This is probably the most publicized customer satisfaction statistic out there. It costs six to seven
times more to acquire new customers than it does to retain existing customers.
If that stat does not strike accord with you then theres not much else I can do to demonstrate
why customer satisfaction is important.

Customers cost a lot of money to acquire. You and your marketing team spend thousands of
dollars getting the attention of prospects, nurturing them into leads and closing them into sales.
Why is it that you then spend little or no money on customer retention?
Imagine if you allocated one sixth of your marketing budget towards customer retention. How do
you think that will help you with improving customer satisfaction and retaining customers?
Here are some customer retention strategies to get you thinking:

Use blogs to educate customers

Use email to send special promotions

Use customer satisfaction surveys to listen

Delight customers by offering personalized experiences

Measure satisfaction to see how happy your customers really are.

Lee Resource Inc. found that for every customer complaint there are 26 other unhappy customers
who have remained silent.
That is an alarming statistic. Most companies think they are the best and they have no unhappy
customers. The reality is, 96% of unhappy customers dont complain. In fact, 1Financial Training
Services found that most simply just leave and never come back.
What are you doing to measure customer satisfaction and identify unhappy customers?
Customer satisfaction plays an important role within your business. Not only is it the leading
indicator to measure customer loyalty, identify unhappy customers, reduce churn and increase
revenue; it is also a key point of differentiation that helps you to attract new customers in
competitive business environments

CHAPTER 3
RESEARCH METHODOLOGY

(3.1) RESEARCH DESIGN

Research means a search for knowledge or gain some new knowledge and methodology can
properly refer to the theoretical analysis of the methods appropriate to a field of study or to the
body of methods and principles particular to a branch of knowledge.
Research Design is one of the important aspects of research. It is nothing but the planning made
before starting the actual process of research. It minimize basis & maximizes the reliability of the
data collected analyzed.

Questionnaire is being prepared and corrected the mistakes in it.

Sent it to sample customers
Got 50 responses
Analyzed the data and kept it in a format
Interpreted the data and drawn the outputs
The final data is stated in the form of graphs

(3.2) METHODS OF DATA COLLECTION

The following sources have been sought for the preparation report:
Primary data:Data that is collected for the specific purpose at hand is called as primary data.

Secondary Data:
Secondary data highlights the contextual familiarities for primary data collection. It provides rich
insights into the research process. Secondary data is collected through following sources:

(3.3) Sampling

Sample Unit

The sample unit pertaining to the study is 100 respondents of versova region.

Sample Size

The sample size of 100 served the purpose of the study.

Sampling technique
Quota Sampling

(3.4) Research problem

To view the satisfaction level of the customers of two wheeler vehicles in Yamaha.
With regarding to parameters like occupation, age, gender, monthly income, source of
information, free service etc.

(3.5) Research process:

A questionnaire is developed and sent to various samples and collected the data and analyzed the
data based on various parameters which we previously stated.

CHAPTER-4
COMPANY PROFILE

COMPANY PROFILE

ABOUT

INDIA

YAMAHA

MOTOR PVT. LTD.

Yamaha made its initial foray into India in 1985. In August 2001, Yamaha Motor India became a
100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co., Ltd. entered
into an agreement with YMC to become a joint-investor in the company "India Yamaha Motor
Private Limited (IYM)". IYM's manufacturing facilities comprise of 2 State-of-the-art Plants at
Surajpur (Uttar Pradesh) and Faridabad (Haryana). The infrastructure at both the plants supports
production of motorcycles and parts for the domestic as well as overseas markets.
With a strong workforce of more than 2,300 employees, IYM is highly customer-driven and has
a countrywide network of over 1200 customer touch-points including 400 dealers. Presently, its
product portfolio includes YZF-R3 (321cc), YZF-R15 Version 2.0 (149.8cc), YZF-R15s (149cc),

Fazer-FI (149cc), FZS-FI (149 cc), FZ (153cc), FZ-FI (149 cc), SZ - RR Version 2.0 (149 cc),
Saluto (125cc) and Scooters Ray Z (113cc), Alpha (113cc) and Fascino(113cc). Its import
portfolio includes VMAX (1,679cc), YZF-R1M (998 cc), YZF-R1 (998cc), MT-09 (847cc).
The other Yamaha Motor Group Companies in India include:
Yamaha Motor India Pvt. Ltd. (YMI) is a 100% subsidiary of YMC and functions as the regional
headquarters and corporate control body of India business operations for YMC. YMI is
responsible for Corporate Planning & Strategy, Business Planning & Business Expansion and
Quality & Compliance Assurance of Yamaha India Business.
Yamaha Motor India Sales Pvt. Ltd. (YMIS) is a 100% subsidiary of YMC. YMIS is established
by YMC to provide Sales & Marketing services to IYM. Headquartered in Chennai, YMIS
supports IYM to market and sell its motorcycles & scooters in domestic as well as export
markets.
Yamaha Motor Research & Development India Pvt. Ltd. (YMRI) is a 100% subsidiary of YMC.
YMRI is established by YMC to provide R&D and Product development services to IYM.
Headquartered in Surajpur, Gautam Budh Nagar (U.P.), YMRI is engaged in developing new
products for IYM for its domestic as well as export markets. YMRI is the fifth overseas R&D
headquarters for Yamaha Motor Group following Italy, Taiwan, China, and Thailand.

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".
MISSION
We are committed to:
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA
products, focusing on serving our customer where we can build long term relationships by

raising their lifestyle through performance excellence, 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
Customer #1
We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we provide.
We work hard to achieve what we commit & achieve results faster than our competitors and we
never give up.
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

FZS FI - IT'S NOT A MACHINE. IT'S ME.

The Yamaha FZ Series set a new benchmark for biking. The FZS-FI takes it to the next level. It
brings the most advanced Yamaha Blue Core concept to offer bikers an unmatched experience of
performance and efficiency.
At its heart is the all new Yamaha Fuel Injection(FI) engine. It uses advanced sensors and
actuators to calculate and deliver the optimum amount of fuel to the engine enhancing both
performance and mileage.
The reduced weight (132kg) makes the bike even more responsive leading to quick initial pickup
and delivering smooth passing acceleration.
ENGINE
Engine type Air cooled, 4-stroke, SOHC, 2-valve
Displacement
149cc
Bore & Stroke
57.3mm x 57.9mm
Compression ratio
9.5:1
Maximum output
9.7 kW (13.1PS) / 8000 rpm
Maximum torque
12.8 N.m (1.3 kg f.m) / 6000 rpm)
Starting method

Electric
Lubrication type
Force-feed lubrication, wet sump

Fuel Supply
Fuel injection
Clutch type
Wet, multiple-disc
Transmission type
Constant mesh 5-speed
Gear ratio
1st=2.714, 2nd=1.789, 3rd=1.318, 4th=1.045, 5th=0.875
Cylinder layout
Single Cylinder
Battery
12V, 4.0AH (10H), Sealed type
DIMENSIONS
Overall Length Width Height
1,990mm 770mm 1,050mm
Seat height
790 mm

Wheelbase
1,330 mm
Minimum ground clearance
160 mm
Kerb weight
132 kg
Fuel tank volume
12L
CHASSIS
Frame type
Diamond
Suspension (front/rear)
Telescopic / Monocross
Brake type(front/rear)
Disc/Drum
Tire size (front)
100/80-17M/C (52P)NYLOGRIP ZAPPER-FX1
Tire size (rear)
140/60-R17M/C (63P)revz-Y
Headlight
12 V, 35/35W

Turn signal light(front/rear)

12V,10W2 / 12V,10W2.

Features
SUPER RESPONSIVE ENGINE WITH FUEL INJECTION
The all new YAMAHA Fuel Injection(FI) Blue Core engine of YAMAHA FZS FI uses advanced
sensors and actuators to calculate and deliver the optimum amount of fuel to the engine
enhancing both performance and mileage.
New 149cc engine with a compact hemispherical combustion chamber designed to deliver better
fuel economy and acceleration performance has been developed. It achieves a 14%
improvement* in fuel economy. The bore x stroke dimensions are 57.3 mm57.9 mm, making it
a relatively small bore engine, and its intake/exhaust valve layout is designed to best match the
hemispherical combustion chamber. In combination with the optimized intake and exhaust port
shapes, this design increases combustion speed and helps achieve excellent combustion
efficiency. The new engine further improves fuel efficiency and the feeling of acceleration while
retaining the excellent performance qualities of the current FZ engine.

MULTI-FUNCTION INSTRUMENT PANEL WITH 'ECO' INDICATOR

The rectangular layout of the multi-function instrument penal houses tachometer, odometer,
single trip meter, fuel level indicator and speedo. The instrument cluster also has a big green
indicator which is the ECO lamp.
HEADLIGHT

In terms of styling FZS FI is a generation ahead of its competitors. It looks compact as well as
macho. It also confirms you a safe and enjoyable ride with its braking system.

COMFORTABLE SEPARATE SEAT

The split seats add convenience to the ride. The rear seat can be opened up to access the underseat storage.
NEWLY DESIGNED MUFFLER
The newly designed muffler protector further adds to the impression of sharpness.
NEW PATTERN RADIAL TYRE
The broad tyres and perfectly mated suspension keeps the bike grounded on high speed and
sharp corners even in wet weather. The puncture resistant radial tyres can digest most of the
potholes easily. The racy stripes on its rims give it a very sporty and cool look.
NEW HANDLE GRAB BARS
Easy to grasp aluminum handle grab bars .The handle grab bars are positioned in such a way that
its easier to grasp them for a more relaxed position while driving with a perfect palm grip.

Price

MATT GREEN | Price: 83,259*

WOLF GRAY | Price: 82,259*
ALLIGATOR GREEN | Price: 82,259*
VIPER BLACK | Price: 82,259*
SHARK WHITE | Price: 82,259*

SWOT ANALYSIS OF YAMAHA FZ

Yamaha FZ 2.0
Motorcycles
Two-wheeler
Lord of the Street

STP
Young boys looking for fast sporty bikes for Indian roads
Young boys in the age 18-30 middle class
For sports bike lovers who like to rule the streets

Powerful engine and good pickup

COMPETITORS

1.CBZ
2.Karizma
3.Pulsar

SWOT
STRENGTH
1. Excellent brand name
2.High product quality
3.High performance, speed and pickup

WEAKNESSES
1. Very low mileage
2. High cost and thus limited target segment
THREATS

OPPORTUNITIES
1. New entrants
1. Expansion in rural and tier-2 cities
2. Cost management thus reducing the price
of the bike
3. Developmental changes thus reducing
bike's weight

2. Competitors
3. Low cost Bikes

YZF R15 - Racing Instinct

Racing Instinct. - Passing on the "R series" DNA
Hu machine Technologies & Sensual Racing Form
The YZF-R1 and YZF-R6 are equipped with under cowls that are based on the image of a
diffuser, to give them the best form for aero-management. These are not cowls for simply
enclosing the engine, but forms composed of blade surfaces that actively control airflow. This
spirit has been directly inherited by the YZF-R15 version 2.0.
"Harmony between rider and machine"
YAMAHA's Human Technology involves studying the form of the motorcycle actually in motion
with the rider on it. The R series is the embodiment of 1) a wide frontal space that protects the
rider, 2) an easy to ride seating area that gives riders the freedom of movement and allows them
to steer effectively, 3) the glamorous tail treatment that takes into account the management of
airflow behind the rider, and 4) a sensual racing form that brings all 3 of these elements together
in a harmonious package. These characteristics have been splendidly reproduced in the YZF-R15
version 2.0.
The YZF-R15 version 2.0 is a new model that has been developed under the concept of a
"Graded Up R15". While maintaining the proven ease of handling of the existing R15, the R15
version 2.0 boasts of spruced up looks and better performance in circuit riding. The design
elements are borrowed from the supersport model YZF-R1 that is adapted from YZR-M1
MotoGP race machine.

The YZF-R15 version 2.0 is a 150cc liquid-cooled 4-stroke fuel injected bike. The R15 version
2.0 has undergone changes as compared to the present YZF-R15 in the specs of the Engine
Control unit (ECU), drivetrain unit, a long aluminumswing arm, wider front and rear tires (radial
tire for the rear), split seat, LED taillights and new-design middle cowl & tail cowl.

Engine
Engine type
Liquid-cooled, 4-stroke, SOHC, 4-valve
Cylinder arrangement
Single cylinder
Displacement
149cc
Bore & Stroke
57 X 58.7mm
Compression ratio
10.4:1
Maximum power
17PS/ 8,500rpm
Maximum torque
15N.m / 7,500rpm
Starting system
Electric start
Lubrication
wet sump
Fuel tank capacity
12 liters
Fuel supply system
Fuel Injection

Ignition system
T.C.I
Primary / Secondary reduction ratio
3.042 / 3.133
Clutch type
Wet Multiple-disc
Transmission type
Return type 6-speed
Gear ratios
1st=2.833, 2nd=1.875, 3rd=1.364, 4th=1.143, 5th=0.957, 6th=0.84
Dimensions
Overall Length x Width x Height
1,970mm x 670mm x 1,070mm
Seat height
800 mm
Wheelbase
1,345 mm
Minimum ground clearance
160 mm
Kerb weight
136 kg
Chassis
Frame type
Delta box
Caster / Trail
26 / 98mm
Tire size (Front / Rear)

90/80-17 / 130/70-R17
Brake type (Front / Rear)
Hydraulic, single disc (Front / Rear)
Suspension type (Front / Rear)
Telescopic / Linked type Monocross
Headlight
Lo beam12V/35W X1, Hi beam12V/35W X2
Battery
12V, 3.5Ah (10H)
Feature
Liquid Cooled Engine
First Indian made model with liquid cooled Engine. Liquid Cooled Engine provide stable
performance, reduce vibrations, and offer a high quality ride. The engine is surrounded by a
water jacket in which coolant liquid circulates to cool the engine. While this method is widely
used in automobiles and large capacity motorcycles, there are very few examples of motorcycles
of this class due to increased weight from components such as radiators. YZF-R15 version 2.0
uses a special compact and lightweight aluminumradiator and a body design that utilizes airflow
for heat dissipation. This has enabled us to create a lightweight, compact body while retaining its
stable performance.
The benefits of using this method include stable performance during long-distance, high-speed
riding and hill climbing. A liquid-cooled engine does not need heat-dissipating fins and therefore
the engine is able to deliver its best performance without being affected by temperature.
Additionally, because the head and cylinder are enclosed in a water jacket, mechanical noise
from the engine is reduced dramatically. The newly developed engine delivers agile riding
performance, and excellent performance on straight stretches of road as well as on winding
roads. YZF-R15 version 2.0 also delivers excellent environmental performance. These traits are a
must for an "urban supersport". The ride is unprecedented in terms of both excitement and
quality.

Diasil Cylinder
The DiASil Cylinder was born from YAMAHA's world-class aluminum die casting technology.
DiASil Cylinders are all-aluminumcylinders made by YAMAHA's proprietary aluminum die
casting technology. An aluminumalloy with 20% silicon content is used to create a very hard,
reliable cylinder surface, making conventional iron sleeves obsolete. As a result, the entire
cylinder can be made of aluminum, a better conductor of heat, which means the cylinder delivers
better heat dissipation and less weight. (aluminums heat conductivity is 3.1 times that of iron.)
YZF-R15 is equipped with this all-aluminumcylinder called the DiASil Cylinder and a forged
piston, the same type of piston used in YAMAHA's supersport bikes. The fact that both the
piston and cylinder of YZF-R15 version 2.0 are all-aluminumensures excellent heat dissipation,
eliminates heat-induced engine power loss, and helps improve fuel efficiency. The DiASil
Cylinder is given a special surface treatment to prevent oil evaporation from the cylinder's
surface and improve oil consumption. The cylinder also has excellent hardness and is
considerably resistant to wear compared to conventional iron sleeves.
Additionally, the piston is made in a forging process, the optimum way of achieving lightweight
designs.The reciprocating mass with the forged piston is approximately 20% less ( according to
Yamaha test ) than with an engine of the same displacement fitted with a conventional cast
aluminumpiston. Resulting in an invigorating feeling when revving up. Conventional pistons are
typically made in a casting process where molten aluminumis cast in a mould. YAMAHA
developed its proprietary "controlled forging technology" in 1997, which enables mass
production of forged aluminumpistons. These pistons have been used in sport models such as the
R series. The same manufacturing process was used to develop YZF-R15 version 2.0. Forged
pistons retain the excellent strength of aluminumalloys because the metallurgic matrix of
aluminumis not affected during the fabrication process. Therefore, the piston can be made lighter
and thinner. YZF-R15 version 2.0 is packed with state-of-the-art technology that is used in the
world's supersport bikes.
Fuel Injection

Fuel injection is used to ensure excellent fuel efficiency as well as environmental friendliness.
The two components of the fuel injection mechanism used in YZF-R15 version 2.0, a) the
sensors that gather information on the engine's operation, and b) the fuel supply system that
supplies gasoline, have both been designed to be lightweight and simple. The sensor component
uses only 4 sensors (Red blinking points) to gather large amounts of information relating to
engine operations, which is sent to a small 26-pin ECU, which in turn calculates the optimum
fuel supply. The fuel supply component consists of a small, fuel pump, modularized regulator
and filter, and a small injector, all of which come together to enable a lightweight, compact form.
The injector injects finely atomized spray of fuel through 6 hole type injectors. In order to
maximize the efficiency of the fuel injector, which injects the optimum amount of fuel for
different amounts of intake air, YZF-R15 version 2.0 is equipped with a large 3-liter air cleaner.
The duct area of the intake duct was designed optimally to optimize the flow of intake air.
Additionally, the use of a 4-valve combustion chamber (a combustion chamber with 2 intake and
exhaust valves each) has allowed designers to layout the spark plug at the center of the
combustion chamber for better flame propagation. This also increases the total valve area relative
to the 2-valve chambers for improved intake/exhaust efficiency (volumetric efficiency). YZFR15 version 2.0 is fitted with a hemispherical 4-valve combustion chamber, a configuration that
allows intake and exhaust valves to be laid out in the smallest size possible. In addition, the
intake and exhaust valve angles have been kept small to achieve optimum combustion chamber
configuration. We also aimed at minimizing the surface area/volume ration (S/V ratio) in the
combustion chamber, which is key to improving fuel efficiency. In conjunction with the fuel
injection system, this combustion chamber contributes to comfortable riding during longdistance rides as well as during medium to high-speed riding. YZF-R15 version 2.0's engine
delivers excellent response, fuel economy, is environmentally friendly and a comfortable ride.
Deltabox Frame
The frame, which forms the basis for riding comfort and handling performance, is a Deltabox
frame which delivers superior rigidity balance. This frame was designed to provide the best
balance in longitudinal, lateral, and torsional rigidity. The synergy created by optimizing each
dimension delivers a solid riding feel as well as comfort and agile riding performance.

The Deltabox frame was commercialized based on the experience and know-how accumulated
through YAMAHA's involvement in Moto GP since the early 1980s. This type of frame is
currently used in YAMAHA's R series of sport models. The engine is mounted on rigid supports;
one on the head side and two on the case side; so that the engine itself becomes a structural
member contributing to body strength and rigidity. The engine's low vibration makes rigid
supports possible, ensuring low vibrations and excellent balance of rigidity. Torsional rigidity
refers to the frame's resistance to deformation when a twisting force is applied to the pivot with
the frame's head pipe held in place.
Linked type Monocross Suspension
YZF-R15 version 2.0 is equipped with a linked type monocross suspension that delivers a
comfortable ride and a cushioning performance that is less prone to bottoming out. In particular,
it reduces annoying "sinking" when riding tandem.
The linked monocross suspension consists of a link mechanism sandwiched between the rear arm
and cushion unit to create changes in the lever ratio based on the lever effect. When the shock
absorber is almost fully extended, the lever ratio is high and therefore the spring is soft, and the
damper works softly as well. As the shock absorber strokes in, the lever ratio gradually decreases
and the spring rate increases. Eventually, when it is nearly fully stroked in, the lever ratio
becomes small and the spring becomes hard and strong. The damper also becomes hard. By
making changes to the lever ratio in this way, we were able to achieve soft riding comfort as well
as excellent damping under intense load conditions. The optimization of the frame and rear arm
rigidity of the Deltabox Frame combined with the effects of the linked type monocross
suspension achieve good riding comfort, agile handling, and turnability, hardly ever causing
bottoming out. As the heir to the YAMAHA R series, YZF-R15 version 2.0 has inherited the
series' agile handling performance.
Aluminum Swing arm
First Indian made model with aluminum long rear arm which improves handling in the turns. It
has a truss structure that enables greater rigidity. This rear arm is cast in one piece by the gravity
casting technique that enables a quality cast with great freedom in sectional thickness. The chain

adjustment assembly at the end of the rear arm is the same type used on Super sports models to
improve adjustment capability.
The long swing arm design is a feature fed back from Yamaha's YZR-M1 MotoGP race machine
and it is effective for ensuring outstanding rear tire traction. It serves to minimize excessive
chassis movement when drive force is applied and is thus effective in stabilizing the machine.

Split Seat
A separate-section seat enables a better feeling of seat grip in sporty riding. This new seat design
features a slip-resistant seat cover material, excellent cushion qualities, optimized shape for the
inner thigh contact area and the cushioned front edge of the rear seat that supports the rider's rear.
The 800mm seat height lets the rider maintain a more relaxed riding posture, while the shape of
the area that contacts the rider's inner thighs has been shaped to provide easy leg reach to the
ground. The design also features a storage compartment under the rear seat for holding things
like tools and documents.
Wider Radial Rear Tyre
With a width of 130 mm, the rear tire adds to the sense of machine volume A radial tire is a tire
formed around a "carcass" consisting of a radial ply with cords that run in a perpendicular to
rolling direction, as if "radiating" out from the center of the tire to the two rims. The advantages
of a radial tire are: (1) a high level of rigidity that reduces excessive flexing of the tread and
increases grip and (2) reduced rolling resistance that contributes to better fuel economy. The
rubber compound and tread pattern, the crossing angle of the belts and the amount of turn-up in
the radial carcass are designed for the optimum mutual balance to achieve excellent handling
characteristics.

LED Tail Light

LED taillights adds cadence to the styling. Long-life LED lamps are adopted to help create a rear
view suggestive of the super sport class YZF-R6 model.

New tail cow

The exterior parts from the side to the tail cowl have been designed to create a dynamic leaping
appearance toward the rear that gives a sense of cadence to the body lines. A dynamic line of
carbon coloring is added along the fuel tank and lower edge of the seat that accentuates the
mechanical look.
Large 220 mm diameter Rear disc
A larger 220mm diameter rear disc brake has been adopted to achieve a better balance with the
new rear tire size and ensure good braking power and operability. This larger disc is coupled with
the piston-slide type single-pot caliper.
New-design 5-spoke type wheel
Newly designed cast wheels are adopted front and rear. The design creates a 5-spoke image by
grouping the ten thinner spokes two by two to form five pairs. This design achieves the necessary
strength balance while creating a sense of lightness at the same time.
Exhaust System Design
Exhaust system design contributing to the high performance image. The angle at which the
silencer is mounted accentuates the feeling of upward thrust toward the rear. The newly designed
silencer protector adds cadence to overall styling. It adopts a carbon-look pattern on the surface
as well as a model nameplate to add to the high-performance image and the feeling of quality.
The design of the end cap is also new.

PRICE

Revving Blue | Price: 1,18,373*

Sparky Green | Price: 1,18,373*
Adrenaline Red | Price: 1,18,37

ARTICLE
India Yamaha Motor reports a Domestic Sales Growth of 50% in February 2016
01 Mar, 2016
New Delhi, 01st March 2016: India Yamaha Motor Pvt. Ltd. revealed a growth rate of 50% in
domestic sales in February 2016, as compared to the corresponding period last year. This can be
attributed to Yamaha's increasing focus on expanding in tier II and III cities, along with the
company's innovative ongoing customer-centric activities and exciting product line up including
Yamaha Fascino and FZ series which continue to strengthen their position with great sale
numbers across the country.
The company sold 56,960 units in February 2016 as against 37,982 units sold in February last
year in the domestic market thereby registering a domestic sales growth of 50%
Fascino, which is Yamaha's stylish scooter, was introduced to the market last year as the brand's
initiative to boost the fashion morale among scooter customers. The new colour variants of YZFR15 version 2.0, Yamaha SZ-RR version 2.0 this year, Saluto and YZF R3 last year, have
invariably managed to keep the growth consistent. Focusing on network expansion, Yamaha also
inaugurated new dealerships across states last month powering the increase in sales. Yamaha will
continue with its endeavors as far as customer engagement programs and network expansion is
considered.
Mr. Roy Kurian, Vice President - Sales and Marketing, Yamaha Motor India Sales Pvt.
Ltd. said, said, "This consecutive growth of 50% in February too, is a result of Yamaha's
innovative customer contact programs and increasing reach. It's fuelled by Yamaha's passion in

sales and after sales activities towards its customers, to give them an unforgettable experience of
the brand. Yamaha is very grateful to its customers for having faith in the brand. During the Auto
Expo 2016, Yamaha was overwhelmed to see the customer's response at the Yamaha pavilion,
specially their reactions on the recently unveiled scooter Ray Z-R and the latest launch of MT09. Their reaction is a true reflection of their love towards Yamaha."
Commenting on the Union Budget 2016-17, Mr. Kurian added, "The 2016-17 Union budget
presented by Honourable Finance Minister, Mr. Arun Jaitley is focussed towards the
development of the rural segment and promoting infrastructural investment in India. While the
automobile sector could be impacted with respect to luxury vehicles, the initiatives proposed for
the rural segment in terms of investment and financial security are very encouraging, especially
for the two wheeler segment. The Prime Minister's Fasal Bima Yojana Scheme, under which
highest ever compensation is paid in case of crop loss at a nominal premium, will provide the
much needed relief to farmers which in turn will benefit companies focused towards the rural
sector."

Domestic

February 2015
37982 units

February 2016
56960 units

Percentage growth
50%

CHAPTER-5
DATA ANALYSISAND INTERPRETATION

THE FINDING OF THE SURVEY WAS AS FOLLOWS:

1. Which Age group you belong to?
Age Criteria
18-22
23-26

No of Bike Riders
61
18

27-30
Above 30

9
12
Chart No 5.1

AGE

12%
9%
18%

18-22

23-26

61%

27-30

Above 30

Graph No 5.1
INTERPRETATION:
It shows that the consumers between the age group of 18-22 & 23-26 are mostly using these
Yamaha bikes.

2. Chart No 5.2
Marital Status
Married
Single

No of customers
24
76

Marital Status

24%

76%

Married

Single

Graph No 5.2
INTERPRETATION:
In this pie chart it is very much clear that 76% of the Yamahas customer is mainly the
youth who are single.

3. What is your occupation?

Occupations
Student

No of Customers
61

Private Employee
18
Government Employee
9
Business Person
12
Chart No 5.3

Sales

9%

12%

18%

61%

Student

Private employee

Government employee

Business Person

Graph No 5.3
INTERPRETATION:
The above result shows that students are more interested towards Yamaha bikes because
outlook is wonderful , its power disc brakes , nice sounds on ride , its not to heavy & not to
lightweight as well as easy to control .

4. What is your Monthly household income?

Monthly Income
Nil (Student)
25000-30000
30000-40000
40000-50000
Above 50000
Chart No.5.4

No of Customers
50
21
11
8
10

Income
10%
8%
11%

50%

21%

Nil

25000-30000

40000-50000

Above 50000

30000-40000

Graph No.5.4
INTERPRETATION:
From the previous statistics we found that mostly students and people aging from 18-26 are
using Yamaha bikes more , who mostly will not have jobs because they are still studying but
they are only interested in Yamaha bikes.

5. On what source they came to know about Yamaha?

Source
Friends
Family
Media
Others

Numbers
53
32
13
2
Chart No.5.5

Source

13%

2%

32%

Friends

Family

53%

Media

Others

Graph No 5.5
INTERPRETATION:
Friends are the major source in buying decision making.

6. Please rate the after sale services ( insurance , warranty , protection plus , vehicle &
ownerkit , care for you & service training):

After sale serivce

(Insurance)
Worst
Average
Very Good
Excellent

Numbers
Chart No.5.6.1
1
8
37
54

Service Rating (insurance)

1% 8%

54%

Worst

Average

37%

Very Good

Excellent

Graph No 5.6.1
INTERPRETATION:
54% of customers say that Yamaha after sale service are excellent , 37% of the people say
that Yamaha after sale service are very good & from the following interpretation we can
say that 91% of the people are satisfied with after sale services .

After sale service (warranty)

Worst
Average
Very good
Excellent
Chart no 5.6.2

Numbers
5
15
35
45

service rating (warranty)

5%
worst

average
45%

15%
very good

excellent

35%

Graph no 5.6.2
INTERPRETATION :
From the above data we can interpret that 80% of the people are satisfied with insurance
coverage.

7. Is paid servicing given same importance as free servicing?

Is Paid servicing given same

Numbers

imp as free servicing

Yes
No
Chart No.5.7

19
81

Paid servicing and free servicing are same

No; 19%

Yes; 81%
Yes

No

Graph No .5.7
INTERPRETATION:
These statistics show that there is little bit of negative impression because 81% of the
people believe that in paid servicing, where the company authorized service centers charge
customers very high as compared to local service centers.

8. Are you satisfied with the price?

Satisfaction for price
Yes
No
Chart No.5.8

Numbers
80
20

Satisfied with the price

No; 20%

Yes; 80%
Yes

No

Graph No 5.8
INTERPRETATION:
80% of Customers are satisfied towards the price , 20% of customers are not satisfied
because they feel RS 90,000 are high for 150cc bike & they are thinking that they can get
Yamaha r15 within RS 1,18,000.

9. What was the reason you finally purchased your Bike?

Choice of Feature in
Bike

Numbers

Style/design
Mileage
Controllability
New technology
Others
Chart No.5.9

35
30
7
8
20

Choice of Feature in Bike

20%
35%
8%
7%
30%

Style/Design

Mileage

New Technology

Others

Controllability

Graph No 5.9
INTERPRETATION:
If we see the trend of Two wheeler industry we found that earlier people were looking
mainly towards the mileage of the vehicle but now In our research we collected data and
found that now customers perception has changed and they are shifting towards the style,
design & riding comfort of the vehicle. Most of the people (youngsters) prefer Style/design
of the bikes.
10. Are you satisfied with the performance of the bike?
Satisfaction for performance
Dissatisfied
Neutral
Satisfied

Numbers
3
6
42

Highly Satisfied
Chart No.5.10

49

Performance
3%

6%

49%
42%

Dissatisfied

Neutral

Satisfied

Highly Satisfied

Graph No 5.10
INTERPRETATION:
From the above data , most of the respondents say that fz.2.0s smooth and refined that even after
riding it around the city and the highways for extended periods, it remained precise and never lost
its composure, it felt and sounded just fine. The gear shifts are precise and have a very reassuring
confirmative click. With the fuel injection added, that small initial lag that the older FZ had has
disappeared and has been replaced by a very crisp throttle response.91% of the customers are
satisfied with the performance.

11) Do you suggest Yamaha to others?

Suggestion
Yes
No
Chart No.5.11

Numbers
85
15

Suggestion
No; 15%

Yes; 85%

Yes

No

Graph No 5.11
INTERPRETATION:
Most of the customers are ready to recommend the Yamaha bikes to others because of the
performance , suitable in all road condition , low maintenance , & low price spare parts .

FINDINGS

From this survey it is found that the satisfaction level of customers in various categories
like different age group, gender, income levels, and factors influencing them to buy

Yamaha and satisfaction level on various factors.

Coming to the satisfaction based on feature the result was satisfactory towards Yamaha.
The performance was good as well as servicing.
Service is not good as almost half gave other than good responses.
Friends are the major influencers in buying decision making process.

CONCLUSION

After The Separation Main focus of Yamaha has been to Capture the Indian Market Through its
Product Which are Best In terms Of style & Design and is trying to achieve the target of 14%
which it has laid down for the coming years its Recent Launched Bike FZ& R15 have shaken the
market leader Like Bajaj & Hero Honda & is giving them a tough competition & soon going
Launch Few More Bikes in the market.
We conclude that from the survey we have done the Yamaha bikes are well known for their
designs and performance and the satisfaction is high towards all other factors except mileage.
Youth is the target for Yamaha, if Yamaha satisfied its customers with the mileage and free
service.

LIMITATION AND SUGGESTIONS

Limitations:

We have done this research through online mode, and the result may vary a little bit.

This research is geographically restricted to versova region only. Hence the result cannot
be extrapolated to other places.

Suggestions:

Launch of new and different brands may turn the market oligopolistic but we definitely

increase the market share.

Looks and style must not be over stressed as compared to quality and mileage.
360 degrees marketing approach with aggressive promotional campaignings should be

followed.
Focus more on mileage bikes as the style and performance are playing the major role.

BIBLIOGRAPHY

1) Phillip Kotler; Principles of marketing, 7th Edition; Pearson Publication.

2) Saxena and Rajan; Marketing Management; Tata McGraw Hill; 3rd Edition
3) Ramaswami, V.S. and Namakumari, S.; Marketing Management; Macmillan India; 2002.

4) Batra Satish & Kazmi SHH ; Consumer behaviour text & cases; 1999
5) Consumer Behaviour in Indian Context, Suja R Nair, Himalaya Pub. House.

Webliography

REFRENCES

www.ibef.org
www.siamindia.com
www.yamaha-motor-india.com

ANNEXURE

General Information
NAME OF PERSON-------------------------------------------------------------1. Which Age group you belong to?
a) 18-22

b) 23-26

d) Above 30
2. Marital status:
a) married

b) single

c) 27-30

3. What is your occupation?

a) Student

b) Private employee

d) Business Person

c) Government employee

e) Others

4. What is your Monthly household income?

a) Nil (Student)

b) Rs.25000-30000 c) Rs.30000-35000

d) Rs.35000-40000 e) Above Rs.40000

5. On what source they came to know about Yamaha?
a) Friends

b) Family

c) Media

d) Others

6. Please rate the after sale services:

a) Worst

b) Average c) Very Good

d) Excellent
7. Is paid and free servicing are given same importance?
a) Yes

b) No

8. Are you satisfied with the price?

a) Dissatisfied b) Neutral c) Satisfied
d) Highly Satisfied
9. What was the reason you finally purchased your Bike?
a) Style/design

b) Mileage

c) Controllability d) New technology

e) others

10. Are you satisfied with the performance of the bike?

a) Dissatisfied b) Neutral c) Satisfied
d) Highly Satisfied
11. Do you suggest Yamaha to others?
a) Yes b) No