53514628 Yamaha Final Dissertation Report

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AMITY SCHOOL OF BUSINESS,NOIDA

TOPIC OF DISSERTATION:

³YAHAMA AND ITS COMPETITORS´

Submitted to:- Submitted by:-Mrs. Manita Matharu Bhawna mittal

C-01BBA(GEN)SEM:-6



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Acknowledgement

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



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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

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 becomenumber 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.



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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:-

y Hero Honda

y Bajaj

y Tvs

y Honda

y 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

y Age group targeted by Yamaha was 18-24 years i.e. youth class.

y Models of Yamaha bikes are very good and it is liked by all Yamaha

customer

y advertisement were very poor

y people are looking for high speed bikes with fast pick up

y 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



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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:

y 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.

y Advertising Research ± used to predict copy testing or track the efficacy of

advertisements for any medium, measured by the ad¶s ability to getattention, communicate the message, build the brand¶s image, and motivate

the consumer to purchase the product or service.

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

y Brand name testing - what do consumers feel about the names of the

products?

y Commercial eye tracking research - examine advertisements, packagedesigns, websites, etc by analyzing visual behavior of the consumer

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

y 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

y Buyer decision processes research - to determine what motivates people tobuy and what decision-making process they use

y Copy testing ± predicts in-market performance of an ad before it airs by

analyzing audience levels of attention, brand linkage, motivation,



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entertainment, and communication, as well as breaking down the ad¶s flow of

attention and flow of emotion.

y Customer satisfaction research - quantitative or qualitative studies that

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

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

product

y Distribution channel audits - to assess distributors¶ and retailers¶ attitudes

toward a product, brand, or company

y 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"

y Marketing effectiveness and analytics - Building models and measuring

results to determine the effectiveness of individual marketing activities.

y Positioning research - how does the target market see the brand relative to

competitors? - What does the brand stand for?

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

changes

y 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.

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

behavioural characteristics of potential buyers

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

research online



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y 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

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

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

y 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 asproblem-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 isunstructured 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).



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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:

y 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

y 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:

y 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.

y 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

(qualitative research design) to explore the issues. Finally they might do a full



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nation-wide survey (quantitative research design) in order to devise specific

recommendations for the client.

Limitations of MR

o MR complements a marketing manager¶s judgment, intuition, andunderstanding, rather than substitution for these.

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

process.

o Typically, research studies that use different methodologies report differing

results.

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

these markets but it cannot provide us with definitive answers.

o 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.

o 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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CONTENTSPAGE NO

0.0 Acknowledgement (i)

1.0 Executive Summary (iii)

2.0 Research Objectives (v)

3.0 Company Introduction 1-4

4.0 Yamaha Motor India 5-7

5.0 Models Of Yamaha 8-15

6.0 Location Of Manufacturing 16-17

7.0 Mission And Vision 18-21

8.0 Project Analysis 22-53

9.0

Problem Findings 54-57

10.0 Annexure 58-68

11.0 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 pursuitof 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



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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.

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.



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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-

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.



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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 itscomplete 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-

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



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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

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.



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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

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



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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

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.



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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 bikeis 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.



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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 atAhmedabad, 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.



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Yamaha MT

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.



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LOCATION OF MANUFACTURING

PLANT IN INDIA

The two red spots on the map indicates Faridabad and Surajpur(Noida) where Yamaha

established their manufacturing plant.



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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

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:-

y Age



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y Martial status

y Profession

y Education

y Attitude of dealer

y Explanation of product features by the dealer

y Sales terms and condition

y Product display in the showroom

y Cleanliness in showroom and service station

y Atmosphere

y Cleanliness of purchased bike

y Time taken in delivery

y Explanation of bike function

y PDI and check made

y Time taken in documentation

y Salesman follow up

y Reminder of first service

y Action to complain

y New bike brand preference

y Dealer retention ratio

y Repurchase from same dealer

y Representing the brand by dealer

y Service of Yamaha dealership

y Most preferred brand

ANALYSIS TOOL:

MICROSOFT EXCEL



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NOTE:-

All graphical analysis has done in terms of percentage

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.

Marital Status:

57

43

23

77

70

30

53

47

40

60

10

90

0

10

20

30

40

50

60

70

80

90

100

P e r c e n t a g e

Yamaha Hero

Honda

Suzuki Honda Tvs Bajaj

Unmarried

Married



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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.

0

10

20

30

40

50

60

70

80

90

100

a a a e a S ki a s ajaj

63 6067 63

80

57

20 3010

27

7

10

1410

20

10

333

3

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si ess

Sala ie



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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.

Education:

54

23

20

3

14

63

23

0

28

36

36

0

23

54

23

0

20

30

50

0

17

17

63

3

0

10

20

30

40

50

60

70

80

90

100

a a a er

a

S z ki a s ajaj

O ers

er Gra a e

Gra a e

P s Gra a e



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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 andBajaj and intense competition with Honda and

Tvs.

Age:

30

27

20

23

60

30

10

20

37

13

17

13

30

33

25

66

33

33

14

17

3

77

20

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0

10

20

30

40

50

60

70

80

90

100

a a a er

a

S z ki a s ajaj

40& Ab e

35-39

30-34

25-29

18-24



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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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̈

ise

e¡

̈

Deale§

Visi ̈

F§

ie¡

©

Fa

ily



32

INTERPRETATION:- From this graph it is clear that most of the people visits

Hero Honda showroom. That shows their interest in knowing about there newproducts. This is a huge advantage for Hero Honda because of what they are the

best selling company in India


Hero Honda

10%

3%

17%

27%

23%

7%

13%

aw one in use

Magazine Article

Advertisement

Dealer Visit

Friend

FamilyTest Ride



33

INTERPRETATION:-This graph indicates that Honda bikes customer firstly

learned about Honda¶s product through advertisement.


Honda

10%

0%

46%23%

7%

7%7% 0%

Saw one in use

Magazine Article

Advertisement

Dealer Visit

Friend

Family

Test Ride

Product Show



34

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

holder learned about there productby visiting show rooms.:-


Suzuki

3%

0%

27%

41%

13%

3%

3%10%

Saw one in use

Magazine Article

Advertisement

Dealer Visit

FriendFamily

Test Ride

Product Show



35

INTERPRETTION:- This graph indicates most of the Tvs bike holder learned

about this bike through their friends or by visiting showrooms.


TVS

0%3%

17%

13%

47%

7%

3%0%10%

Saw one in use

Magazine A ticle

A ver tisement

Dealer Visit

riend

Family

Test Ride

Product Show

Others



36

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.


Bajaj13%

3%

23%

10%

38%

10%0%3%

Sa e i se

Ma azi e Ar icle

A er ise e

Dealer Visi

rie

a ily

Tes Ri ePr c S



37

INTERPRETATION:-This graph indicates number of satisfied customer is

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

highest.

During Sales Evaluation:

30 0 0 0 0

73

0 0 0 0

711

17

7 7 710

13

3

10

23

33

73 73

8083

70

60

0

10

20

30

40

50

60

70

80

90

100

Yamaha Her o Honda Suzu

i Honda Tv

a ja j

1

2

3

4

5

(in percentages)



38

INTERPRETATION:-This graph indicates number of dissatisfied customer in

Yamaha is higher than any othercompany. Number of totally satisfied customer in

Yamaha is lesser than any other company.


3 0 0 0 0 0

10

0 0 3 0 3

13 20 20

3 310

147

3

14 20

0

60

7377 80 77

87

0

10

20

30

40

50

60

70

80

90

100

Yama a Her

H

a S

ki H

a!

vs Bajaj

1

2

3

4

5



39

INTERPRETATION:-This graph indicates Yamaha show rooms are having

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


Product Dis la

0 0 0 0 0 00 3 0 0 07

3 310

0

20

37

34

20

7

3733

90

60

70

93

43

57

0

1020

30

40

50

60

70

80

90

100

Yamaha Hero

Honda


1

2

3

4

5

(in



40

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

attitude of Yamaha dealers withtheir customer is good, but being a foreign company

they should it a bit more.


Attitude

3 0 0 3 3 30 0 3 0 0 0310

0 310 1014 17 10

0

14 16

8073

8794

73 71

0

10

20

30

40

50

60

70

80

90

100

Yamaha H ero

Honda

S"

z"

#

$

Honda T%

&

'

ajaj

1

2

3

4

5

(in percentages)



41

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

with other companies maintains its showroom clean.


Cleanliness

0 0 0 0 0 00 0 0 0 0 30 3 3 0 0 310 13

3 0

17

24

9084

94 100

83

70

0

10

20

30

40

50

60

70

80

90

100

Yamaha Her o Honda Suzuki Honda T(

s ) a ja j

1

2

3

4

5

(in percentages)



42

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.


Atmos here

0 0 0 3 0 360 0 0

7 10

37

20

3 0

23 20

3733

10 715

2720

47

87 90

55

40

0

10

20

30

40

50

60

70

80

90

100

Yamaha He 0 o Honda1

uzuki Honda Tvs Ba ja j

1

2

3

4

5

(in percentages)



43

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

During Vehicle Delivery Evaluation:

Cleanliness of motorcycle

60 0 0 0 00 0 0 0 0

70

7 103

7 7610

07

0

13

8883

90 90 93

73

0

10

20

30

40

50

60

70

80

90

100

Yama2

a 3 er 4

3

4 5

6

a7

8

z8

ki 3

4 5

6

a9

@

s A a ja j

1

2

3

4

5

(in percentages)



44

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.


Timely Delivery of the bike

6 7 103 3 3

13 13 103

10 73

20

7 5 7 10

2327

2330

13

33

55

33

50

5967

47

0

1020

30

40

50

60

70

80

90100

Yamaha HB C

o Honda SuzuD E

Honda Tvs Bajaj

1

2

3

4

5

(in percentages)



45

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.


Explanation of Functions at

3 0 0 3 3 0

103 3 3 3 0

13 13 13 14 13 714

27

13 10

23 20

60 57

71 70

58

73

0

1020

30

40

50

60

70

80

90

100

F

amaha HG

ro Honda SuzuH

i Honda TI

s Ba ja j

1

2

3

4

5

(in percentages)



46

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.


Proper PDI and Checks Made

0 3 3 0 3 00 3 0 0 0 33 0 0 310 7

64

40

57

70

33

47

33

54

40

27

54

43

0

1020

30

40

50

60

70

80

90

100

Yamaha P ero P onda Suzuki P onda Tvs Q ajaj

1

2

3

4

5

(in percentages)



47

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.


Timely Documentation

0 3 0 010

07 3 10

0 0 0

17

0

13

23

3

2026

40

57 57

47 475054

20 20

4033

0

1020

30

40

50

60

70

80

90100

Yamaha Hero

Honda


1

2

3

4

5

(in percentages)



48

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

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

After Sales Evaluation:Salesman Follow u

9083

90 94 9083

7 7 73

700

10

0 0 37

3 0 0 0 0 00 0 3 3 0

10

0

10

20

30

40

50

60

70

80

90

100

Yamaha Her o Honda Suzuki Honda Tvs R a ja j

1

2

3

4

5

(in percentages)



49

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.

After Sales Evaluation:First Service Reminder

8880

93 90

70 67

610

0 0 07

0 0 0 0 0 30 3 0 3 3 06 7 7 7

2723

0

10

20

30

40

50

60

70

80

90

100

Yamaha Her S

HondaT

uzuki HondaU

vs V a ja j

1

2

3

4

5

(in percentages)



50

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

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

dissatisfaction among customers.

After Sales Evaluation:Prom t Action to Com laints

10 73

10 70

13

3 3

13 13

2724

17 13

20 23

1713 10 7 10 13

20

40

63

74

47 4436

0

10

20

30

40

50

60

70

80

90

100

YamaW

a Her X

Honda SY ` Y

ki Honda Tvs a a ja j

1

2

3

4

5

(in percentages)



51

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.

Experience with services of

Yamaha Dealershi :

17%

10%

13%

23%

37% 1

2

3

4

5

(in percentages)



52

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.

How well Dealer Represents the

Current Brand:

27

33

50

3027

20

33 33 33 33

20

40

13

27

17

27

33

2327

7

0

10

2017

0

10

20

30

40

50

60

Yamab

a Her o Honda Sc d c

ki Honda Tvs e a ja j

Exf

r emelg

Well

Ver g

Wellh

ver ai

e

Not Well at h

ll

(in percentages)



53

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.

Repurchase from the same dealer:

30

37

20

43

30

53

17

73 4

17

37

23

1310

733 0 0 0 3 3

43

33

64

43 4338

0

10

20

30

40

50

6070

Yamaha p ero

p onda

Suzuki p ondaq

vs r a ja j

Def initels

r us

Pro t abls

r us

u ight or might not

bus

Probabls

not r us

Def initels

not r us

(in percentages)



54

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.

New Bike Brand Preference:

56

73

77

73

30

1317 17

30

37

55

103 3 3

50

2317

24

13

26

67

3

13

3

0

10

20

30

40

50

60

70

80

90

100

v

amaw

a x er o x onda Sy � y

ki x onda T�

s � ajaj

ama a

er o onda

S ki

ondaT s

ajaj

Ot ers

None

(in percentages)



55

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.

Dealer Retention Ratio:

53 50

67

81

60

80

0

10

20

30

40

50

60

70

80

90100

Yamaha Hero

honda

Suzuki Honda Tvs �

a ja j

Per cen

age

(in percentages)



56

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.

Most Preferred Bike

1823

612

10

26

1 4

0

10

20

30

40

50

60

70

80

90100

Yamaha Hero

honda

Suzuki Honda Tvs �

a ja j Other s �

one

Per cent

age

(in percentages)



57

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.

y 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

y One of the measure problems with Yamaha bike is that their look is very

poor.

.



58

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

y 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

y 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

y 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 µDuring 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.



59

� 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)

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.



60

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

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



61

DURING VEHICLE DELIVERY EVALUATION ---

1. How satisfied were you with the motorcycle delivery.

a. Cleanliness of your purchased motorcycle at delivery 1 2 3 45

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 45

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

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 ?

««««««««««««««««««««««««««««««««««««

««««««««««««««««««««««««««««««««««««



62

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

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



63

i. Others «..Please specify««««««««.


1. When you bought your new motorcycle, how satisfied were you with the


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


a. Product display 1 2 3 4 5

b. Cleanliness 1 2 3 4 5

c. Atmosphere 1 2 3 4 5



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


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?



64

(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. Ridingcomfort

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)

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



65


1. When you bought your new Yamaha, how satisfied were you with the


a. Attitude ( Friendliness )

5 = The customer

was promptlygreeted and

guided to the

respective

salesman

4 = The

customer wasgreeted and

took some time

to be guided to

the respective

salesman

3 = The

customer wasgreeted but

took a lot of

time (15 min) to

be guided to the

respective

salesman

2 = The

customer wasnot greeted and

just send to the

respective

salesman

1 = The

customer wasnot greeted

and not even

send to the

respective

salesman

b. Explanations of product features.

5 = The salesman

was able to explainall FAB of the

product and its

competition

4 = The

salesman wasable to explain

FAB of our

products

3 = The sales

man was ableto explain

only key

features

2 = The

salesman wasable to explain

only a few

features

1 = The

salesman wasnot able to

explain any

features

c. Explanation of sales terms and conditions.

5 =salesman

explained all

the sales terms

and conditions

4 = salesman

explained most

of the sales

terms and

condition

3 = salesman

explained few

sales term and

conditions

2 = salesman

only

mentioned

the sakes

term andconditions

1 = salesman

didn¶t explain

any sales term

and condition




66

a. Product display

5 =Bikes were

well arranged

and could be

seen from all

angles

4 = Bikes were

arranged well

but not visible

from all angles

3 = Bike were

arrange in a

manner that

only one sides

were visible

2 = = Bikes

were

cramped in

small spaces

and no

space

between

them

1 = The bikes

were crammed

in space and

arranged

haphazardly

b. Cleanliness

5 = Everything

clean( inside

and outside)

4 = The

showroom is

clean but

outside is little

dirty

3 = The

showroom is a

little dusty and

dirty

2 = The

outside dirty

but inside

clean

1 = Everything

dirty and

littered

c. Atmosphere

5 = There was

adequate

seating for all

customers and

the lounge was

well stocked

with

magazine,

news paper

and the TV

was running

with the

approved

videos and the

temp. in the

showroom was

pleasant

4 = The

customer

lounge had a

good selection

of magazine

and the TV

was not

working all

the time with

adequate

seating and

the temp. in

the showroom

was

comfortable

3 = The

seating was on

first come first

serve basis

and small

number of

magazine were

available

and the temp.

in the

showroom was

ok

2 = Only a few

chair were

there in the

showroom and

the TV was

not working

and there were

no magazine

and the temp.

in the

showroom was

bad

1 = There were

no chairs in the

showroom no TV

and no magazine

and the temp. in

the showroom

was extremely

uncomfortable





67

a. Cleanliness of your purchased motorcycle at delivery

5 =the bike was

spotless ,

perfectly

cleaned and

handed over

4 = the bike was

almost clean

and was handed

properly

3 = somewhat

clean

2 = dirty

with hand

marks

1 = dirty and

had scratch

marks

B.Timely delivery of the bike

5 =the bike was

delivered

immediately

after the PDI

4 =the bike was

delivered on the

same day but

had to wait for 2

hours

3 = the bike was

delivered on the

same day within

2 hours

2 = the bike

was

delivered

the same

day but in

the second

half of the

day

1 = the bikes was

not delivered on

the same day

despite of

waiting long. It

was delivered

after 2-3 days

b. Explanation of motorcycle functions at delivery

5 =The

serviceman

explained all

the features

and gave

complete

maintenance

tip

4 = the

serviceman

tried to explain

all the features

and

maintenance

tips

3 = the

serviceman was

not

forthcoming in

explaining the

features and

maintenance

tips

2 = the

serviceman

could explain a

few

maintenance

tips only

1 = the

serviceman

could not

explain the

features and the

maintenance

tips

d. Proper PDI and checks made.

5 =proper PDI

was done and

4 = 5 out of 6

the things were

3 = 4 out of 6

things were

2 = things

were noticed

1 = PDI was not

done before



68

the booklet was

filled

(frame, engine,

electrical ,road

test ,battery,

oiling, tyrecheck )

checked and the

booklet was

filled

checked and the

booklet was not

filled

but not

checked and

the booklet

was not

filled

delivering and

the booklet was

not filled

e. Proper documentation of the deliver done

5 =complete

documentation

of delivery was

done

4 =

documentation

was done but

few some

information

was incomplete.

3 =

documentation

was done but

most of the

information

was incomplete

2 = wrong

documentation

was done

1 =

documentation

was not done


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

a. Salesman follow up for your first experiences.

5 = Permission

with date and

time taken for

the first follow

up

4 = Permission

taken with some

details

3 = Permission

taken but with

no details

2 =

Permission

not taken but

interest

shown.

1 = No

permission

taken.

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

5 =dealership

reminded for

the first service

due a 3 days

before

4 = dealership

reminded for

the first service

2 days before

3 =dealership

reminded for

the first service

due a day before

2 =

dealership

reminded for

the first

service on

the due day

itself

1 = dealership

didn¶t remind

for the first

service due at all



69

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

5 = Complains

were heard and

resolved

quickly

4 = listened and

resolved

3 = listen and

resolve in a long

period of time

2 = just

listen

1 = not listening

and not

resolving

F. Please rate the following:

a) Yamaha s sales standard

5 =all the features

and benefits wereexplained(YTPS,

comfort ride, engine

displacement, CC,

brakes ,price,

mileage, petrol

tank)

4 = 5 out of 7

features andbenefits were

explained

3 = 4 out of

seven featuresand benefits

were explained

2 = some

featureswere told.

Benefits

were not

told

1 = no product

feature andbenefit was told

b) Yamaha s service standard

5 =all 22

features were

checked, the

booklet was

filled and the

customer was

informed. *

4 = all 22 of

features were

checked , the

booklet was

filled but the

customer was

not informed

3 =15 out of 22

features were

checked, the

booklet was

filled but the

customers were

not informed

2 = few

features

were

checked, but

the booklet

was not

filled and

the

customer

was also notinformed.

1 = service was

not done

* refer to the Annexure. 1.1 For 22 features.



BIBILIOGRAPHY

Economic times

www.yamaha-motor-india.com

www.google.com

monthly journals

53514628 Yamaha Final Dissertation Report

Documents

Transcript of 53514628 Yamaha Final Dissertation Report