Yam Aha

Summer Internship Report

On

“CUSTOMER PERCEPTION ON BRAND IMAGE OF

YAMAHA”

By

LEELA LAKSHMI.IMANDI

A0101909330

MBA Class of 2011

Under the Supervision of

Dr. Ms. Bhavna Ranjan

Lecturer

Department of Finance

In Partial Fulfillment of Award of Master of Business Administration

AMITY BUSINESS SCHOOL

Amity Business School

AMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA


DECLARATION

I, LEELA LAKSHMI IMANDI student of Masters of Business Administration from

Amity Business School, Amity University Uttar Pradesh hereby declare that I have

completed Summer Internship on as “CUSTOMER PERCEPTION ON BRAND

IMAGE OF YAMAHA” part of the course requirement.

I further declare that the information presented in this project is true and original to the

best of my knowledge.

Date: 15-7-10 LEELA LAKSHMI .IMANDI

Place: Noida Enroll. No: A0101909330

MBA Class of 2011


AMITY UNIVERSITY UTTAR PRADESH


CERTIFICATE

I here by certify that LEELA LAKSHMI .IMANDI students of Masters of Business

Administration at Amity Business School, Amity University Uttar Pradesh has completed

Summer Internship on “CUSTOMER PERCEPTION ON BRAND IMAGE OF

YAMAHA” under my guidance.

Dr. Bhavana Ranjan

Lecturer

Department of FINANCE


ACKNOWLEDGEMENT

I would like to render my heartfelt thanks to Amity Business School, Amity

University for providing me with this wonderful opportunity to work on this project;

which I am sure will add to my pool of knowledge. I would also like to thank our ADG,

Dr. Sanjay Srivastava for helping and guiding me at all stages of this project.

Also, I would like to thank my faculty guide Ms.Bhavana Ranjan for her unwavering help

and support throughout this project.

LEELA LAKSHMI .IMANDI

MBA (Gen) 2009-11

Enroll: A0101909330


CONTENTS

Declaration i

Certificate from industry guide ii

Certificate from faculty guide iii

Acknowledgement iv

S.NO CHAPTER NAME v

1. INTRODUCTION 1

2. LITERATURE REVIEW 16

3.RESEARCH METHODOLOGY

20

4. DATA COLLECTION 21

5. DATA INTERPRETATION & ANALYSIS 22

6.

SUGGESTIONS,RECOMMENDATIONA

&CONCLUSION 36

APPENDICES

REFERENCES

ANNEXURE


CHAPTER 1

INTRODUCTION

Brand

A brand is the identity of a specific product, service, or business. A brand can take

many forms, including a name, sign, symbol, color combination or slogan. The word

brand began simply as a way to tell one person's cattle from another by means of a hot

iron stamp. A legally protected brand name is called a trademark. The word brand has

continued to evolve to encompass identity - it affects the personality of a product,

company or service.

A brand is the personality of a product, service or company and how it relates to key

constituencies: Customers, Staff, Partners, and Investors etc. Some people distinguish the

psychological aspect of a brand from the experiential aspect. The experiential aspect

consists of the sum of all points of contact with the brand and is known as the brand

experience. The psychological aspect, sometimes referred to as the brand image, is a

symbolic construct created within the minds of people and consists of all the information

and expectations associated with a product or service.

People engaged in branding seek to develop or align the expectations behind the

brand experience, creating the impression that a brand associated with a product or

service has certain qualities or characteristics that make it special or unique. A brand is

therefore one of the most valuable elements in an advertising theme, as it demonstrates

what the brand owner is able to offer in the marketplace.

A brand which is widely known in the marketplace acquires brand recognition. When

brand recognition builds up to a point where a brand enjoys a critical mass of positive

sentiment in the marketplace, it is said to have achieved brand franchise. One goal in

brand recognition is the identification of a brand without the name of the company

present.


http://en.wikipedia.org/wiki/Trademark

http://en.wikipedia.org/wiki/Slogan

http://en.wikipedia.org/w/index.php?title=Color_combination&action=edit&redlink=1

http://en.wikipedia.org/wiki/Symbol

http://en.wikipedia.org/wiki/Sign

http://en.wikipedia.org/wiki/Name

http://en.wikipedia.org/wiki/Service_(economics)

http://en.wikipedia.org/wiki/Product_(business)

Consumers may look on branding as an important value added aspect of products or

services, as it often serves to denote a certain attractive quality or characteristic. From the

perspective of brand owners, branded products or services also command higher prices.

Where two products resemble each other, but one of the products has no associated

branding, people may often select the more expensive branded product on the basis of the

quality of the brand or the reputation of the brand owner.

Brand Awareness

Brand awareness refers to customers' ability to recall and recognize the brand under

different conditions and link to the brand name, logo, and jingles and so on to certain

associations in memory. It helps the customers to understand to which product or service

category the particular brand belongs to and what products and services are sold under

the brand name.

Global brand

A global brand is one which is perceived to reflect the same set of values around the

world. Global brands transcend their origins and create strong, enduring relationships

with consumers across countries and cultures.

Global brands are brands sold to international markets. Examples of global brands

include Coca-Cola, McDonald's, Marlboro, Levi's etc... These brands are used to sell the

same product across multiple markets, and could be considered successful to the extent

that the associated products are easily recognizable by the diverse set of consumers.

Local Brand

A brand that is sold and marketed (distributed and promoted) in a relatively small and

restricted geographical area. A local brand is a brand that can be found in only one


country or region. It may be called a regional brand if the area encompasses more than

one metropolitan market. It may also be a brand that is developed for a specific national

market; however an interesting thing about local brand is that the local branding is mostly

done by consumers then by the producers.

Relationship between trade marks and brand

The brand name is quite often used interchangeably within "brand", although it is more

correctly used to specifically denote written or spoken linguistic elements of any product.

In this context a "brand name" constitutes a type of trademark, if the brand name

exclusively identifies the brand owner as the commercial source of products or services.

A brand owner may seek to protect proprietary rights in relation to a brand name through

trademark registration. Advertising spokespersons have also become part of some brands.

Brand identity

A product identity, or brand image are typically the attributes one associates with a

brand, how the brand owner wants the consumer to perceive the brand - and by

extension the branded company, organization, product or service. The brand owner will

seek to bridge the gap between the brand image and the brand identity. Effective brand

names build a connection between the brand personalities as it is perceived by the target

audience and the actual product/service. Furthermore, the brand name should be on target

with the brand demographic .Typically, sustainable brand names are easy to remember,

transcend trends and have positive connotations..

Brand identity is what the owner wants to communicate to its potential consumers.

However, over time, a product's brand identity may acquire, gaining new attributes from

consumer perspective but not necessarily from the marketing communications an owner

percolates to targeted consumers. Therefore, brand associations become handy to check

the consumer's perception of the brand.


Visual Brand Identity

The visual brand identity manual for Mobil Oil (developed by Chermayeff &

Geismar, one of the first visual identities to integrate logotype, icon, alphabet, color

palette, and station architecture to create a comprehensive consumer brand experience.

The recognition and perception of a brand is highly influenced by its visual presentation.

A brand’s visual identity is the overall look of its communications. Effective visual brand

identity is achieved by the consistent use of particular visual elements to create

distinction, such as specific fonts, colors, and graphic elements. At the core of every

brand identity is a brand mark, or logo.

In this case a very strong brand name (or company name) is made the vehicle for a

range of products (for example, Mercedes-Benz or Black & Decker) or even a range of

subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the

United States).


http://en.wikipedia.org/wiki/File:Mobil_manuals.png

Individual branding

Each brand has a separate name, which may even compete against other brands from

the same company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever).

Attitude branding is the choice to represent a larger feeling, which is not necessarily

connected with the product or consumption of the product at all. Marketing labeled as

attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple.

The color, letter font and style of the Coca-Cola and Diet Coca-Cola logos in English

were copied into matching Hebrew logos to maintain brand identity in Israel.

Iconic brands are defined as having aspects that contribute to consumer's self-

expression and personal identity. Brands whose value to consumers comes primarily from

having identity value comes are said to be "identity brands". Some of these brands have

such a strong identity that they become more or less "cultural icons" which makes them

iconic brands. Examples of iconic brands are: Apple Inc., Nike . Many iconic brands

include almost ritual-like behavior when buying and consuming the products.


http://en.wikipedia.org/wiki/File:English_%26_Hebrew_Coke_labels.jpg

http://en.wikipedia.org/wiki/File:English_%26_Hebrew_Coke_labels.jpg

Derived brands

In this case the supplier of a key component, used by a number of suppliers of the end-

product, may wish to guarantee its own position by promoting that component as a brand

in its own right. The most frequently quoted example is Intel which secures its position in

the PC market with the slogan "Intel Inside".

Brand extension

The existing strong brand name can be used as a vehicle for new or modified products;

for example, many fashion and designer companies extended brands into fragrances,

shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture,

hotels, etc.

A line extension is when a current brand name is used to enter a new market segment

in the existing product class, with new varieties or flavors or sizes. When Coca-Cola

launched "Diet Coke" and "Cherry Coke" they stayed within the originating product

category: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did likewise

extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid

and Fairy Automatic) within the same category, dish washing detergents

.

Multi-brands

Alternatively, in a market that is fragmented amongst a number of brands a supplier can

choose deliberately to launch totally new brands in apparent competition with its own

existing strong brand; simply to soak up some of the share of the market which will in

any case go to minor brands. The rationale is that having 3 out of 12 brands in such a

market will give a greater overall share than having 1 out of 10. In its most extreme


manifestation, a supplier pioneering a new market which it believes will be particularly

attractive may choose immediately to launch a second brand in competition with its first,

in order to pre-empt others entering the market.

Individual brand names naturally allow greater flexibility by permitting a variety of

different products, of differing quality, to be sold without confusing the consumer's

perception of what business the company is in or diluting higher quality products.

Once again, Procter & Gamble is a leading exponent of this philosophy, running as many

as ten detergent brands in the US market.

Brand perception

Building a powerful brand is all about creating the strongest positive perception in the

minds of your customers. Butyour existing customers already have a perception – one

that’s the result of all the experiences over time they’ve had in dealing with your

company and, if you employ staff, your people too.

The only way to if nod out about their current perception is to ask them. But how you

do it is very important. You not only want to discover if they are happy with your service,

you also need to know what

are the key Brand Revel actions for them. Brand Reflections™ make up your Brand Halo

and are the most important times when customers (and potential customers) come into

contact with your business. It could be a phone call, or a mailing of some kind, or it could

be a face-to-face meeting. At these – and other – times, there is the opportunity to be

innovative, thus amplifying their happy experiences and building a positive perception in

their minds.


CHAPTER 2

Company Profile

History:

Yamaha Motor Co., Ltd. was founded with Genichi Kawakami as the first President

Nippon Gakki Hamana Factory established in Hamakita-cho, Hamana-gun, Shizuoka

Pref., and production of our first product, the 125cc Yamaha motorcycle "YA-1" begins;

YA-1 wins 125cc class of the 3rd Mount Fuji Ascent Race.

FOUNDING HISTORY

Paving the Road to Yamaha Motor Corporation” I want to carry out trial

manufacture of motorcycle engines." It was from these words spoken by Genichi

Kawakami (Yamaha Motor's first president) in 1953, that today's Yamaha Motor

Company was born. "If you're going to do something, be the best."

The first Yamaha motorcycle the YA-1.

Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built and

production began on the YA-1. With confidence in the new direction that Genichi was

taking, Yamaha Motor Co. Ltd. was founded on July 1, 1955. Staffed by 274 enthusiastic

employees, the new motorcycle manufacturer built about 200 units per month.

That same year, Yamaha entered its new YA-1 in the two biggest race events in Japan.

They were the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In these

debut races Yamaha won the 125cc class and the following year the YA-1 won again in

both the light and Ultra-light classes of the Asama Highlands Race.


By 1956, a second model was ready for production. This was the YC1, a 175cc single

cylinder two-stroke. In 1957 Yamaha began production of its first 250cc, two-stroke

twin, the YD1.

Based on Gnocchi’s firm belief that a product isn't a product until it can hold it's own

around the world, in 1958 Yamaha became the first Japanese maker to venture into the

international race arena. The result was an impressive 6th place in the Catalina Grand

Prix race in the USA. News of this achievement won immediate recognition for the high

level of Yamaha technology not only in Japan but among American race fans, as well.

This was only the start, however.

About India Yamaha Motor Pvt. Ltd.

Yamaha made its initial for any into India in 1985. Subsequently, it entered into a

50:50 joint-venture with the Escorts Group in 1996. However, in August 2001, Yamaha

acquired its remaining stake becoming 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 motorcycle manufacturing company "India Yamaha Motor

Private Limited (IYM)".

IYM operates from its state-of-the-art-manufacturing units at Surajpur in Uttar

Pradesh and Faridabad in Haryana and produces motorcycles both for domestic and

export markets. With a strong workforce of more than 2,000 employees, IYM is highly

customer-driven and has a countrywide network of over 400 dealers. Presently, its

product portfolio includes VMAX (1,679cc), MT01 (1,670cc), YZF-R1 (998cc), Fazer

(153cc), FZ-S (153cc), FZ16 (153cc), YZF-R15 (150cc), Gladiator Type SS & RS

(125cc), Gladiator Graffiti (125cc), G5 (106cc), Alba (106cc) and Crux (106cc).


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.

Across our customers thereby earning the loyalty of our partners & increasing our

stakeholder value.


CORE COMPETENCE

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.

India Yamaha Motor inaugurated New Plant at Surajpur (Greater Noida)

The new Surajpur plant has been inaugurated by Mr. T.Kazikawa C.E.O & MD

Yamaha Global on 6th July 2009, which has capacity to produce 6 lakh motorcycles

annually including Fazer followed by FZ-16, FZ-S, YZF-R15 and other models. The

plant capacity can be augmented up to 1 million units.


This fully integrated assembly plant is built on the lines of Yamaha’s globally tried,

tested and successfully implemented standards and meets the global quality benchmarks.

At the core are the 5-S and TPM activities that fuel its Manufacturing Processes. The

plant has 3 vehicle assembly lines and 4 engine assembly lines including one dedicated

for export engines. The engine and vehicle assembly lines are synchronized and

incorporate concepts of Unit Assurance i.e. Complete Product Assurance, Parts

Assurance through 100% kit supply on lines and synchronization of parts storage, supply

and production. The innovative production processes along with high tech final assurance

processes are aimed to achieve Zero Claims at our dealers and thus, a highly satisfied

customer base.

GROUP OF COMPANIES AROUND THE WORLD

Into the world, and then deeper into the world

CHAPTER 3


Review of Literature

1. TITILE: “A BRAND BUILDING LITERATURE REVIEW”

AUTHOR: FRANCISCO GUZMÁN

PUBLISHER: Excerpt from PhD Thesis “Brand Building towards Social Values: Associating to Public

Goods”)

THEN AND NOW: FROM BRANDING TO BRAND BUILDING

Branding

The review speaks more about central concern of brand building .Literature experienced

a dramatic shift in the last decade. Branding and the role of brands, as traditionally

understood, were subject to constant review and redefinition. A traditional definition of a

brand was: “the name, associated with one or more items in the product line, which is

used to identify the source of character of the item(s)”. The American Marketing

Association (AMA) definition of a brand is “a name, term, sign, symbol, or design, or a

combination of them, intended to identify the goods and services of one seller or group of

sellers and to differentiate them from those of competitors”. Within this view, as

“technically speaking, then, whenever a marketer creates a new name, logo, or symbol

for a new product, he or she has created a brand” . He recognizes, however, that brands

today are much more than that. As can be seen, according to these definitions brands had

a simple and clear function as identifiers.

Before the shift in focus towards brands and the brand building process, brands were

Just another step in the whole process of marketing to sell products. “For a long time,

the brand has been treated in an off-hand fashion as a part of the product”. Kotler

mentions branding as “a major issue in product strategy”. As the brand was only part of

the product, the communication strategy worked towards exposing the brand and creating

brand image. Kotler mentioned that “the brand is a sign -therefore external- whose

function is to disclose the hidden qualities of the product which are inaccessible to


http://www.vicky.in/ads/www/delivery/ck.php?n=c6f0cd2

contact”. The brand served to identify a product and to distinguish it from the

competition. “The challenge today is to create a strong and distinctive image”.

Concerning the brand management process as related to the function of a brand as an

Identifier. The traditional branding model where a brand management team was

responsible for creating and coordinating the brand’s management program. In this

situation, the brand manager was not high in the company’s hierarchy; his focus was the

short-term financial results of single brands and single products in single markets. The

basic objective was the coordination with the manufacturing and sales departments in

order to solve any problem concerning sales and market share. With this strategy the

responsibility of the brand was solely the concern of the marketing department. In

general, most companies thought that focusing on the latest and greatest advertising

campaign meant focusing on the brand. The model itself was tactical and reactive rather

than strategic and visionary. The brand was always referred to as a series of tactics and

never like strategy.

2. TITILE: Hero Honda: Brand power

AUTHOR: B. Krishna Kumar

PUBLISHER: THE HINDU GROUP

ISSUE DATE: Sunday, July 30, 2000

ABTRACT:

The article speaks about the strong brand image and proven product quality of Hero

Honda .It has successfully exploited the growing demand for motorcycles. Backed by the

technical support of the global major Honda, the company is No. 1 in the four-stroke

motorcycle segment.

Hero Honda's Splendor range of motorcycles is the country's top selling brand. It has

been conservative in new product launches, instead coming out with variants of its

existing range. Splendor, Sleek, Street and CBZ were the major model launches of the

1990s.


Of these, CBZ was the most recent launch and has steadily gained market

acceptance. Positioned at the premium end, the CBZ range offers a combination of power

and fuel-efficiency. Recently, Hero Honda launched cosmetic variants of its top-selling

brand -- Splendor. While Splendor roared, Street and Sleek enjoyed muted success.

As for future prospects, the company will continue to benefit from the growing demand

for motorcycles. With capacity expansion completed, the company will be able to exploit

demand growth. However, the entry of players such as TVS Suzuki, LML and Kinetic

into the four-stroke segment could bring pressure on profitability.

A cause for concern is Honda Motor Company (Hero Honda's collaborator) setting up a

100 per cent subsidiary. Honda is to initially manufacture scooters and could eventually

move to motorcycles. Though Hero Honda has indicated that it would be retained as the

preferred producer of the Honda range of motorcycles, it is premature to come to any

conclusion about the long-term impact of this move.

This concern apart, Hero Honda is now the top player in the motorcycle market. Besides

the range of popular brands, its presence across the entire motorcycle spectrum market

should help the company retain its top position.

For Hero Honda, maintaining volume growth will not be difficult. However, growing

competitive pressure could check profitability. Existing shareholders may remain

invested and contemplate fresh exposures on price weakness.

3 .TITILE: Hero Honda launches Karizma ZMR

AUTHOR: K.RAMA

PUBLISHERTHE HINDU GROUP

ISSUE DATE: September 21st, 2009

ABTRACT:

This review where in it speaks about the much expected Hero Honda launches OF

Karizma ZMR FI in India and along with the comments of the launch an how people


received it. The new Karizma ZMR comes up with the Programmed Fuel Injection

(PGM-FI), a technology patented by Honda Motor Company. As for as the technical

specifications are concerned, the new Karizma ZMR comes with 17.6 BHP max power at

7000rpm and a peak torque of 18.35Nm at 6000 rpm. Hero Honda claims the max speed

of new Karizma ZMR as 135Kmph. The PGM-FI 223cc mill is oil cooled and is mated

with a five speed gearbox. Karizma ZMR uses 6 sensors to scan the engine environment

(read as speed ,rpm driver’s input). It also uses auto-enriching system and eliminates the

need for manual choking. Hero Honda claims karizma ZMR engine uses HECS (Honda

Evolutional Catalyzing System) to reduce exhaust emissions.

Karizma ZMR has telescopic hydraulic shock absorber suspension at the front end

and 5 step adjustable iGRS (inverted Gas Reservoir System) suspension at the rear.

Karizma ZMR uses disc brakes – 276 mm at the front and 240 mm at the rear. Its Front

tyre measures 80/100 and rear one is 100/90. Karizma ZMR weighs 159 kgs. The

dimensions are changed completely – the length has gone from 2125mm to 2110mm, the

breadth is now 805mm (755mm earlier), its 1175mm tall and the ground clearance is now

159mm.

The new bike comes with lot of interesting cosmetic changes including the attractive

body graphics. The Karizma ZMR FI gets full fairing with integrated turn indicators. The

sporty visor sports collapsible rear view mirrors. Similar to CBZ X-treme the karizma

ZMR also gets diamond shaped LED tail lamps, racy red colored rear cushion spring and

split grab rail. Gold colored engine, front forks and iGRS is carried forward from Hunk.

The dash is new with digital Speedo and circular analog tacho. The Karizma ZMR will be

available in Five colors – Blue, White, Yellow, Red and Black.

. Comments on review

By considering few of the comments on review of launching karizma zmr we can find

few things like the customers are more attracted towards the brand image of the bike

along with the quality of performance. The customers are more attracted in biking than

using it as a commodity for need. Here people are more conscious about the CC of the


http://www.vicky.in/car/make/honda/

http://www.vicky.in/car/make/honda/

bike which they are using .If we look deep into the strategy of what motivates them

towards karizma is image and pleasure of using such bike than making it a utility.

It we have a deep study of what attracts the eye of customer or consumer is to maximum

extent brand image and performance of bike.

If we had a deep look in the study of the review of the launch and customer perception

amazing things are brought in light that people tend to compare brand image of different

companies like Yamaha and Hero Honda.

CHAPTER 4

Research Methodology


Research Design

An exploratory research design is followed. The target were the customers of

automobile two wheeler users. The research was done to find out the customer perception

on brand image of Yamaha

Research Approach

For this research, the research approach was survey, by approaching the

customers of two wheelers’ of automobile. Survey was suited to fulfill the purpose of this

research work, because it gave a very good insight about brand in automobile sector in

India.

Sample Size

The sample for this survey is 60 from different dealers in Tamilnadu.

Research Tool

The instrument used for research was Questionnaire. The respondents were asked using a

pre-formatted Questionnaire. The project was concerned about collecting information

regarding the various factors used to evaluate the brand image of Yamaha.

Objectives

1.To conduct the study on customer perception of any brand

2.To study the impact of brand perception and value of Yamaha brand .

CHAPTER 5


DATA COLLECTION

PRIMARY DATA:

. In today's world correct information is the key to success.The primary data is

collected from the customers who visited showrooms and service centers.

The methods of collecting primary data include:

questionnaire

observation

case-studies

critical incidents

SECONDARYDATA:

Qualitative data includes biographies, diaries, records, documents, published material,

computer database, policy statements, etc.

Books, Magazines,

Websites, already published reports

TV, Radio, Newspapers

Journals and publications

Research papers etc

CHAPTER 6

Data Analysis and InterpretationAmity Business School

Questionnaire

1. Have you ever used Yamaha brand product?

1. YES

2. NO

Out of all 50 customers I referred 68 percent are of Yamaha users.


2. In thinking about the quality of service you have received from us recently, how did

we fare?

1. Unsatisfactory

2. Average

3. Very satisfactory

4. First class

When it comes to the quality of Yamaha brand customers rated it as a first class brand and it is a very

interesting thing to know that we a few unsatisfactory customers to the average level are unsatisfactory

which means there are few competitors who are more satisfying the customers than Yamaha.


3. What brand name could you remember for BIKES?

1.yamaha

2.bajaj

3.hero Honda

4.tvs

When it comes to the brand image of Yamaha the best competitor is hero Honda which

strikes in customers mind when the thought of comparison comes. So the ready

competitor which the company should concentrate is Hero Honda


4. What word from the following list would you use to describe YAMAHA?

1 Competent brand

2.sporty

3.stylish

4. Reliable

5. Innovative.

In the view of customers Yamaha as a stylish brand, which has products to stylish model

and sporty .They feel it reliable to spend such a price to Yamaha product t if they ask

describe a Yamaha brand they said their product are stylish and sporty.

.


5. What is the most important thing about YAMAHA the thing that causes you to use

YAMAHA over any other company for its product/service?

1. Sporty

2. Creative

3. Effective

4. Efficient

In over all view the Yamaha company has a mark for quality and efficient and efficiency

of engine in automobile and other product.


6. What makes YAMAHA different from other options available?

1. Name

2. Price

3. Value

4. Service

5. Variety

Consumer feels more Yamaha as a brand, engine and price value. They accept the fame

and name gained by Yamaha. The are very proud in using Yamaha as the graph shows

that it rates much high than other variables in all measures. When it comes to this brand

they rate it high due to the effect of quality service in all terms.


7. How satisfied are you with the quality OF OUR BRAND YAMAHA?

1. Unsatisfactory

2. Average

3. Good

4. First class

In terms of brand quality brand has got an excellent feed back but you observe deeply

here few people has added to say as excellent so, by this we can ob Serve that some thing

else is striking their mind to mark Yamaha as a excellent quality brand.


8. What motivates you to buy this brand of BIKE?

1. Name

2. Price

3. Value

4. Service

5. Variety

Its very amazing out put can be found from customers that when it comes to purchase of

a bike brand name is influencing to some extent itself in their purchasing decision.


9. What factors will attract you to another brand?

1. Price

2. Image

3. Style

4. Variety

When we observe the factor that attract the customer to other brand is style and in that

price, image and variety has equal importance. Here a very interesting thing is that the

people who are shifting from Yamaha are mainly based on style factor.


10. 10. Would you recommend the YAMAHA to others?

1.yes

2.no

Our customers maximum people said that they recommend Yamaha to non users so many

people are our brand endorsers


11.. Will you take the chance of using another brand?

1. Yes

2. No

3. with pleasure

4. Ready to take a chance

Very interesting thing sorted by this survey that customers are ready to take a chance for

new brand with out any hesitation so we can assume that customer are shift ready.


12. Did YAMAHA made you a proud brand user?

1.yes

2.no

80 percent people rated that Yamaha made them a proud user.

.


13.In terms of quality how do you rate Yamaha brand ?

1. Excellent

2. Very good

3. Good

4. Average

When the count comes on count of quality the users rated it as first class brand and we

can observe some thing interesting that non users also rated it as a first class brand so we

can find a group of chances to convert the non users to users.


14. 14.On the display group which brand bike will catch your eye first?

1. Yamaha

2. Hero Honda

3. Bajaj

4. Others

.

When customers are to remember the next brand after Yamaha they rated hero Honda as

a best competitor in brand recognition line


15. In purchasing Yamaha brand bike how much preference do you rate for their service?

100 %-------I look at their services

60%--------- I look at their services

50%---------I rate my preference

Less than 30%----- I look at services

When you refer the Yamaha users their purchase decision to some extent based on the

service provided the same. And if we observe the non users that their decision depends on

service but they are not converted customers to consumers so some other brand is much

more has satisfied their thought.


Findings

1. When it comes to the quality of Yamaha brand customers rated it as a first class

brand and it is a very interesting thing to know that few customers to the average level

are unsatisfactory, which means there are few competitors who are more satisfying the

customers than Yamaha.

2. Yamaha when the count comes on quality of the users rated it as first class brand

and we can observe some thing interesting that non users also rated it as a first class

brand so we can find a group of chances to convert the non users to users.

3. Very interesting thing sorted by this survey that customers are ready to take a

chance for new brand with out any hesitation so we can assume that customer are shift

ready.

4. When we observe the factors that attract the customer to other brand is style here a

very interesting thing is that the people who are shifting away or from Yamaha are

mainly based on style factor.

5. In Yamaha very amazing out put can be found from customers that when it comes to

purchase of a bike brand name is influencing to some extent itself in their purchasing

decision.


Suggestions

1. The automobile companies should encourage bikes for all users .In a brand there

should be a release of all varieties of bikes to all common users.

2. The company should concentrate more on grasping more customer market in all

segments rather than concentrating only on sporty riders.

3. The company needs to plan the strategy in such a way it is competing with other

brands and standing to the name of their quality policy.

Limitations

1. Received less sample size – only few of them responded positively to participate in this

research.

2. Some of the questions were not answered due to their respective work busy and

because of confidentiality.

3. Could not quantify much of the information gathered through the questionnaire

because of their detailed responses from their company perspective alone.


4. Could not collect hug sample size due to non availability of time and positive

responses.

Conclusions

1. In terms of Yamaha, they build up a good brand image over years which made them

to stand now in the market with innovate product release

2. Customer perception for a brand plays a very major role in the keeping the brand in

top position.

3. The three main things to be considered while calculating how a brand influences

customer purchasing behavior is brand image, brand life, brand perception.

4. To grow a brand it may take years or in short time but bring continuity in the brand

reliability any company need to maintain their standards,.


References

THE HINDU publications, “Hero Honda: Brand power”, Sunday, July 30, 2000.

www.herohonda.com

Hero Honda “launches Karizma ZMR”, Posted at September 21st, 2009.

www.herohonda review.com

“A Brand building literature review”, by FRANCISCO GUZMÁN

(Excerpt from PhD Thesis “Brand Building towards Social Values: Associating to Public Goods”)

Marketing Management (12th Edition)

http://www.rapidshare.com/files/Marketing Management (12th Edition)

www.marketing.com

www.yamaha-motor-india.com/

Philipkotler. “Brand Sense” www.philipkotler.com

www.Yamaha Global Home

India Yamaha Motor Pvt. Ltd.


http://www.google.com/url?sa=t&source=web&cd=8&ved=0CEsQFjAH&url=http%3A%2F%2Fwww.yamaha-motor-india.com%2F&ei=P3dITIDBEIe8sQPSiflI&usg=AFQjCNH5FL2OL-29b702Tv45lJ8rqvEspg&sig2=9WyXWvkCxQbykQSYD2SOUQ

http://www.google.com/url?sa=t&source=web&cd=1&ved=0CB8QFjAA&url=http%3A%2F%2Fwww.yamaha.com%2F&ei=P3dITIDBEIe8sQPSiflI&usg=AFQjCNHEqSpwRB-yKJilZJQmBYlyiMWvIg&sig2=BFIc0IJQH9U2zLdjiWrwPA

http://www.philipkotler.com/

http://www.marketing.com/

http://www.herohonda/

http://www.herohonda.com/

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