CUSTOMER SATISFACTION:

Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. According to Harold E Edmondson Customer Satisfaction seems to appear in print more frequently than any other catch phrase used to describe a new found magic for industrial success. Before we proceed in to the study of the dynamics of Customer Satisfaction it is important to know about, who a customer is and what satisfaction really means.

AUTOMOBILE INDUSTRY: In India there are 100 people per vehicle, while this figure is 82 in china. It is expected that Indian automobile industry will achieve mass motorization status by 2014. SNIPPETS The first automobile in India rolled in 1897 in Bombay India is being recognized as potential emerging auto market Foreign players are adding to their investments in Indian auto industry Within two-wheelers, motorcycles contribute 80% of the segment size Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%) Tata motors dominates over 60% of the Indian commercial vehicle market 2/3rd of auto component production is consumed directly by OEMs. India is the largest three-wheeler market in the world. India is the largest two-wheeler manufacturer in the world. India is the second largest tractor manufacturer in the world. The number one global motorcycle manufacturer is in India India is the fourth largest car market in Asia-recently crossed the 1 million mark.

NEED OF THE STUDY:

Most marketers see the goal of marketing as those of maximizing not consumption but customer satisfaction every company exist because they produce goods or services as required by the customer. So it is very important that these which the company produces should satisfy the needs of customers.

OBJECTIVES OF THE STUDY:

To Know the Customer satisfaction Towards Yamaha. To study about the various factors influencing the customers. To know the awareness of the 2- wheeled vehicle. To find the opinions and suggestions of the customer of Yamaha.

SCOPE OF THE STUDY:

The study will allow knowing the opinions, views, perceptions, attitudes, suggestions of the customers for the Yamaha motor Brand. From the company point of view it gets the feedback and suggestions from the customers and thus can implement different sales and promotion activities. From the student point of view it helps me to understand how many are aware of the brand and to know about the industry.

LIMITATION OF THE STUDY:

However I have tried my best in collecting the relevant information yet there are always present

some limitations under which researcher has to work. Here following are some limitations under
which I had to work to as shown below: 1. Limited time: There was limited time in which this project has to be completed. Therefore it

was a major limitation of the study. 2. 3. Limited Area : The area covered in this project was only Nalgonda Few interaction: There was little interaction with the people as we were only limited

within area. 4 Communication Problem : The accurate decision cannot be taken by the information

collected; people were relucate while giving their personal information

RESEARCH METHODOLOGY:
Research methodology describes how the research study was undertaken. This includes the specifications of source of data, research design, and method of data collection, the sampling method and the tools used. SAMPLE DESIGN:

Geographical area:
The study is conducted in Nalgonda. Duration of project: The duration of project work is about 45 days Population: Population for this research is set of customers those who are using with Bsnl in Nalgonda. Sample units: The sampling units used by the researcher for this research, are those who are using with yamaha. Sample size: The number of samples collected by the researcher is 100 customers. Sampling procedure / Sampling method: The sampling method used for this study is convenience sampling, which is selected according to the easy and convenience of the researcher.

SOURCE OF DATA Primary data: The researcher collected both by direct survey from the dealers through questionnaire. The researcher used structured questionnaire. Secondary data: Here the researcher collected secondary data from the company profile, industry profile and official web sites. RESEARCH INSTRUMENT: Research instrument used for data collecting is questionnaire and interview schedule.

Questionnaire
The questionnaire is prepared in a well-structured form so that it is easily understandable and answerable by everyone. The type of questions include in the questionnaire are open-ended questions, multiple choice questions and dichotomous questions. Interview Schedule The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. Then the responses are filled up in the questionnaire, for

further analysis.

FRAME WORK OF ANALYSIS:STASTICAL TOOLS USED FOR ANALYSIS: The researcher carries out analysis through various statistical tools. The statistical analysis is useful for drawing inference from the collected information. Simple percentage analysis Bar diagrams

Pie charts

AUTOMOBILE INDUSTRY:
In India there are 100 people per vehicle, while this figure is 82 in china. It is expected that Indian automobile industry will achieve mass motorization status by 2014. Industry Overview: SNIPPETS The first automobile in India rolled in 1897 in Bombay India is being recognized as potential emerging auto market Tata motors dominates over 60% of the Indian commercial vehicle market India is the largest three-wheeler market in the world. India is the largest two-wheeler manufacturer in the world. India is the second largest tractor manufacturer in the world. The number one global motorcycle manufacturer is in India India is the fourth largest car market in Asia-recently crossed the 1 million mark. TWO WHEELERS BAJAJ HERO HONDA TVS SUZUKI YAMAHA KINETIC ROYAL ENFIELD HONDA MAHINDRA

COMPANY PROFILE
YAMAHA MOTORS INDIA PVT.LTD.
Year of Establishment Industry International Headquarter Corporate Office July 1,1955 (Yamaha Japan) Motorcycle manufacturing 2500 Shingai,lwata-shizuoka-ken,jan A-3,Surajpur Ind.Area Noida Dadrt Road,surajpur-201306 Tel:(91)-(120)-2351193

Yamaha Motors India (YMI) is a 100% subsidiary of Yamaha Motor Corporation of Japan. The company has its manufacturing unit in Faridabad and Surajpur, which supports the production of motorcycles for domestic as well as overseas market. Presently 10 models roll out of these two plants. Quick Facts Segment & Brands of Yamaha Yamaha Albaz Yamaha Crux Yamaha Gladiator Yamaha Libero G5 Yamaha MT 01 Yamaha YZF R1

CUSTOMER SATISFACTION:
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.

Many organizations have not got a clue about the customers perceive the goods and services they
supply. Customers attitude to be that so long as people buy their products then the products must be accepted. Firstly, customer may buy a given product of services simply because there is no other option and they would prefer to purchase what you are offering them to go out altogether. Secondly, the fact that a product or services may be accepted does not mean that it will continue to sell. Competitors may see opportunities, customer expectations may change customer tastes

may move on. If standards dont rise and service evolve and then download sales will appear.
A worse situation arises when the organizations havent got a clue of the customers perceptions but think they have. Another situation is when the organization dont have clue of their customers perception and dont care either the org may believe that it is in a monopoly situation and its customers cant go else where.

1. Which age group of customer prefer bike most? a. 18-25 b. 25-35 c. 35-45 d. about 45
Age group No. of respondents Consumer response% 18-25 years 25-30 years 30-35 years 16 24 22 16 24 22 38 100

Above 35 years 38 Total

40 35

100

30
25 20 15 10 5 0

18-25years 25-30years 30-35years above 35

INTERPRETATION: From the above table shows that the respondents of the age group of years above 35 i.e. 38, the next group is 25-30 years i.e.24, the remaining age groups are30-35and 18-25 years having 22 and 16 respectively.

2. How do professional/occupational people show their preference towards motor bike? a) Employee b) Business c) Student d) Others
Occupation No. Of respondents Consumer response% Employees Business Students Others Total 44 40 16 0 100 44 40 16 0 100

45 40 35 30 25 20 15 10 5 0

employees business student others

INTERPRETATION: The above table represent that the employee respondents are in the study having 44, the business respondents are having 40, the students are 16.

3. How do income wise customers show their interest towards motor bike? a) Rs. 25,000 b) Between Rs.25, 000 to 50,000 c) Between Rs.50, 000 to 1, 00,000 d) More than Rs.1, 00, 000
Income Pm No. of Consumer response% 24 42 24 10 100

respondents Rs, 25,000 Between Rs. 25,000to 50,000 Between Rs. 50,000 to 1, 00,000 More than Rs, 1, 00,000 Total 24 42 24 10 100

45 40 35 30 25 20 15 10 5 0

25,000 25,000-50,000 50,000-1,00,000 above1,00,000

INTERPRETATION: The above table reflects that the between. 25,000 to 50,000 numbers of respondents in the study having 42, the next numbers are 50,000-1, 00,000 and up to 25,000 having 24 and next followed by more than 1, 00,000respodents i.e. 10.

4. Which vehicle do you own currently from Yamaha? a) Alba b) Crux c) Gladiator d) Libero G5

Models of cars

No. Of respondents Consumer response %

Alba Crux Gladiator Libero G5 TOTAL

22 20 24 34 100

22 20 24 34 100

35 30
Alba

25 20 15 10 5 0
Crux Gladiator Libero G5

INTERPRETATION: The above table shows that the respondents are having Libero G5 models are 34, Gladiator models are 24, Alba models are 22, and Crux models are 20.

5. Why did you choose the Yamaha? a) Mileage b) brand image c) style d) low maintenance
Factors Mileage Brand image Style Low maintenance Total No. Of respondents 16 40 24 20 100 Consumer response % 16 40 24 20 100

40 35 30 25 20 15 10 5 0
low maintenance style brand image mileage

INERPRETAION: The above table shows that the number of respondents are given preference to brand image is 40, next preference given to style is 24, next preference to low maintenance is 20 remaining are followed by mileage is16.

6. At the time delivery, were the operating controls (switches and lavers) and basic Mechanical functionalities of the bike explained to you? a) Yes b) No
Explanation about the bike Yes No Total 100 0 100 No of respondents Customer response% 100 0 100

Operating Controls
NO, 0

YES NO YES, 100

INTERPRETATION: The following table shows that the respondents are at the time of delivery were the bike operating control and the service schedule explained by showroom employees yes is 100, no is 0

7. Were you offered test drive? a) Yes b) No

Offered No of respondents Customer response% Yes No Total 100 0 100 100 0 100

offered test drive

NO, 0

YES NO YES, 100

INTERPRETATION: The following table shows that the respondents are at the time of purchase were the bike test drive by showroom employees yes is 100, no is 0.

8. Are you satisfied with your vehicles mileage? a) Yes b) No

Satisfied

No. respondents

Of Customer response % 75 25 100

YES NO TOTAL

75 25 100

Respones

Yes No

INTERPRETATION: The above table shows that the respondents are yes is 75, No is 25.

9. Are you satisfied with the sales and service promotion of SaiRam Motors? a) Highly Satisfied b) Satisfied c) Moderate d) Dissatisfied
TABLE: GRAPH: S.No 1. 2. 3. 4. Criteria Highly Satisfied Satisfied Moderate Dissatisfied Total
Dissatisfied 2% Moderate 24%

No. of respondents 40 34 24 02 100

% of respondents 40% 34% 24% 02% 100

Response
Highly Satisfied 40% Highly Satisfied Satisfied Moderate

Satisfied 34%

Dissatisfied

INTERPRETATION: About 40% of the customers are Highly Satisfied toward the sales and service promotions of Yamaha sairam motors, 34% of customers are satisfied, 24% of customers are Moderate and remaining 02% are dissatisfied towards the sales and service promotions of Yamaha sairam motors.

10. Which company do you think provides better after sale service? a) Yamaha b) Others
Criteria Yamaha Others Total No of respondents 55 45 100 customer response% 55 45 100

Response

Yamaha

Others

INTERPRETATION: The above table shows that 55% of respondents said Yamaha is provides better after sales services and remaining are 45% said other brands.

11. Is the opening and closing time of showroom convenient? Timings: Opening_________ Lunch ___________ closing _________ TABLE:
GRAPH: S.No 1. 2. Criteria YES NO Total No. of respondents 76 24 100 % of respondents 76% 24% 100

Response
NO 24% YES NO YES 76%

INTERPRETATION: About 76% of customers recommend to their customers about Yamaha and remaining 24% of customers do not recommend Yamaha to their customers.

12. Did any of our staff, contact you after the delivery of new bike to ensure every Thing was satisfactory? a) Yes b) No Response

Yes No

S.No

Criteria

No. of respondents

% of
respondents

1. 2.

YES NO Total

85 15 100

85% 15% 100

INTERPRETATION: The above table shows that the respondents are yes is 85, No is 15.

13. Assuming you were to buy another Yamaha bike today, how likely are to buy your from this customer? a) Definitely b) Probably c) Might not d) Definitely not.
S.No Criteria No. of respondents % of respondents

1.
2. 3. 4.

Definitely
Probably Might not Definitely not Total
40 35 30 25 20 15 10 5 0

40
34 24 02 100

40%
34% 24% 02% 100

Definitely Probably Might not Definitely not

INTERPRETATION: About 40% of the customers are definitely buy the Yamaha sairam motors, 34% of customers are probably, 24% of customers are Might not and remaining 02% are definitely not.

14. Please give your comments/suggestions to enable us to improve services at this Yamaha authorized showroom.
__________________________________________________________________

FINDINGS:
The above table shows that the respondents are having Libero G5 models are 34, Gladiator models are 24, Alba models are 22, and Crux models are 20.

Most of the customers rated that the Quality of Yamaha is very good.
The major promotional factor which influenced the customers to choose Yamaha is Service. Most of the Dealers also deal with other brands to satisfy the need of various customers. According to customers outdoor advertisement and electronic media are consider to be more effective to promote Yamaha. The major supports required to customers are Promotional schemes and service from the company. Overall 85% of the customers rated Yamaha as Good.

SUGGESTIONS:
Customers should be encouraged through arranging special meetings.
Most of the customers suggested for More Models. Promotional activities should be improved like discounts, gifts, prizes etc. As media impact is more, so company should go for more advertisements in mass media and outdoor advertisements to promote their brand. In time delivery (service) should be improved. Improve awarding the customers who own the more bike and more years. Regular feedback should be improved. Most of the customers report price is below the satisfactory level for the product.

CONCLUSIONS:
Yamaha is one of the fast moving brands in Andhra Pradesh. The company is holding a good market share which is the result of efforts made by the company management and the executives. From the market survey we can conclude that: Supply and quality factors are fetching to the movement of brand.

The company is having a good customer network and it is maintaining good relations with them
i.e., the service rate of the company is good. The price of Yamaha is matching with the quality of the cement With the ideal promotional strategies and increasing the satisfactory level of the customers the company can grow and become a market leader in the future.

QUESTIONNAIRE:
1. Which age group of customer prefer bike most?

a. 18-25

b. 25-35 c. 35-45 d. about 45

2. How do professional/occupational people show their preference towards motor bike? a) Employee b) Business c) Student d) Others

3. How do income wise customers show their interest towards motor bike? a) Rs. 25,000 c) Between Rs.50, 000 to 1, 00,000 b) Between Rs.25, 000 to 50,000 d) More than Rs.1, 00, 000

4. Which vehicle do you own currently from Yamaha?

a) Alba

b) Crux

c) Gladiator

d) Libero G5

5. Why did you choose the Yamaha? a) Mileage b) brand image c) style d) low maintenance

6. At the time delivery, were the operating controls (switches and lavers) and basic Mechanical functionalities of the bike explained to you? a) Yes b) No 7. Were you offered test drive? a) Yes b) No

8. Are you satisfied with your vehicles mileage? a) Yes b) No

9. Are you satisfied with the sales and service promotion of SaiRam Motors?
a) Highly Satisfied c) Moderate b) Satisfied d) Dissatisfied

10. Which company do you think provides better after sale service? a) Yamaha b) Others

11. Is the opening and closing time of showroom convenient? Timings:

Opening_________ Lunch ___________ closing _________

12. Did any of our staff, contact you after the delivery of new bike to ensure every Thing was satisfactory? a) Yes b) No 13. Assuming you were to buy another Yamaha bike today, how likely are to buy your from this customer? a) Definitely b) Probably c) Might not d) Definitely not. 14. Please give your comments/suggestions to enable us to improve services at this

Yamaha authorized showroom. _______________________________

BIBLIOGRAPHY:
WEB SITES:

WWW.YAMAHA.COM
WWW.ENCYCLOPEDIA.COM

Book Name Marketing

Author Philip kotler

Publisher Tata McGraw

management
Marketing research C.R. Kothari

Hill
Pearson Education

Principles of

V.S.RamaSwa Prentice Hall

Marketing
Marketing management

my

India

Rajan Saxena Prentice Hall India