CHAPTER -1

INTRODUCTION

MEANING
Customer satisfaction means taking complete care of customer by giving them complete knowledge
about the product and about all the feature of that particular product Customer satisfaction is the end result of
your interaction with the customer. By giving the best customer service and making sure that the customer
was given the best resolution at the end of the call, then we can say that the customer is satisfied even if it's not
verbally said. According to me customers are those who pay (salary). Satisfaction is the key to hold the
customer for future business. Complete knowledge must be given; each and every query must be clarified by
the seller. If a customer remembers you for future business then we can say that customer is satisfied.
DEFINITION

According to Harold E Edmondson “Customer satisfaction” is defined as "the number

of customers, or percentage of total customers, whose reported experience with a firm, its products, or its
services (ratings) exceeds specified satisfaction goals.".
 
Customer satisfaction is defined by whether the customer chooses to do business with you or your
company in the future. Many factors play a role in customer satisfaction, including customer service, product
quality and the ease of doing business. Companies must consider customer satisfaction as an important role in
the lifetime value of a customer.

Customer satisfaction, a term frequently used in marketing ,is a measure of how products and
services supplied by a company meet or surpass customer expectation. In a survey of nearly 200 senior
marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in
managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced Score card.
In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy.

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SEVEN STEPS

 Encourage face-to-face dealings.

 Respond to messages promptly and keep yours clients informed.

 Be friendly and approachable.

 Have a clearly-Defined customer service policy.

 Attention to details.

 Anticipate your client’s needs and go out of your way to help them out.

 Honor your promise

MEANING OF CUSTOMER SERVICE

Serving your customer with a smile on your face, even when things don’t go right.

 DEFINITION OF CUSTOMER

 A person, company or other entity which buys goods and services produced by another person,
company or other entity.

 One who regularly or repeatedly makes purchases of a trader, a purchase a buyer.

DEFINITION OF CUSTOMER SERVICE

According to Jack Speer “Excellent customer service is the process by

which your organization delivers its services or products is way that allows the customer to access them in
the most efficient, fair, cost effective and humanly satisfying and pleasurable manner
possible”.
Customer service is a common term we are familiar with which means one who aids orprovides helps to the
purchase of goods and service

The two wheeler industry has been growing steadily over the years all over the
world. The global market for two-wheelers has shown tremendous growth over the past
decade. Asia has accounted for the vast majority of growth, sales in the entire region growing
more than threefold over the past decade. India is not an exception for that. Today with
annual sales of 4.3 million units, the Indian two-wheeler market is the second largest in the

2
world after china (annual sales of 10 million). The sector is divided into five major product
classifications: mopeds, motorcycles, scooters, step thrus and un-geared scooters. The
dominance of Cycles in the two-wheeler industry is a common trend in most parts of the
world. The reasons for this are product-specific as well as general. Fuel efficiency, riding
comfort, larger wheelbase and as a result higher resale value than that of scooters, are
features that make motorcycles more appealing to consumers than other categories. Today
market is a more customer oriented in the sense all the business operations revolve around
satisfying the customer by meeting their needs through effective service. Thus, business is
often dynamic, challenging and rewarding. It can also be frustrating and even disappointing
but never dull. For this following questions may arise regarding customer satisfaction. What
factor affects the two wheeler purchasing? What factor influences the customers? And so on.
To find the solution to these questions the study has been carried out.

3
 1.2 COMPANY PROFILE

OVER VIEW OF YAMAHA MOTORS PVT. LTD

BASIC COMPANY INFORMATION

Company Name Yamaha Motor Co., Ltd.

Logo

Founded July 1, 1955

Capital 85,757 million yen (as of March 31, 2017

President Yoshihiro Hidaka

Employees-(Consolidated) 53,579 (as of December 31,2017)

Parent :10,564(as of December 31, 2017)

Headquarters 2500 Shingai, Iwata-shi, Shizuoka-ken, Japan

Group Companies Consolidated subsidiaries: 112

Non-consolidated subsidiaries: 3(by the equity method)

Affiliates: 26 (by the equity method) (as of december

31,2017)

Sales (from January 1, 2017 to December 31, 2017)

Consolidate 1,670,090 million yan

Parent 678,090 million yan

4
 Yamaha Motor made its initial foray into India in 1985 as a joint-
venture. In August 2001, it became a 100% subsidiary of Yamaha Motor Co., Ltd, Japan
(YMC). In 2008, Mitsui & Co. Ltd. entered into an agreement with YMC to become a joint-
investor in India Yamaha Motor Private Limited (IYM).

IYM's manufacturing facilities comprise of 3 State-of-the-art Plants at Surajpur

(Uttar Pradesh), Faridabad (Haryana) and Kanchipuram (Tamil Nadu). The infrastructure at
these plants supports production of two-wheelers and parts for the domestic as well as
overseas markets.

IYM is highly customer-driven and has a country-wide network of over 2,200

customer touch-points including 500 dealers. Presently, its product portfolio includes Sports
models such as YZF-R15 version 2.0 (149 cc), YZF-R15S (149 cc); Blue-Core Technology
enabled models such as FZ-S FI (Fuel-Injected, 149 cc), FZ FI (Fuel-Injected, 149 cc), Fazer
FI (Fuel-Injected, 149 cc), SZ-RR version 2.0 (149 cc), Saluto (125 cc), Saluto RX (110 cc),
Fascino (113 cc), Cygnus Alpha (113 cc), Cygnus Ray Z (113 cc), Cygnus Ray ZR (113 cc)
as well as imported models comprising of MT-09 (847cc), VMAX (1,679 cc), YZF-R1M
(998 cc) and YZF-R1 (998 cc)

THE OTHER YAMAHA MOTOR GROUP COMPANIES IN INDIA INCLUDE

Yamaha Motor India Pvt. Ltd. (YMI) is a 100% subsidiary of YMC and
functions as the regional headquarters and corporate control body of India business
operations for YMC. YMI is responsible for Corporate Planning & Strategy, Business
Planning & Business Expansion and Quality & Compliance Assurance of Yamaha India
Business.

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 Yamaha Motor India Sales Pvt. Ltd. (YMIS) is a 100% subsidiary of
YMC.YMIS is establised by YMC to provide sales and marketing services to
IYM.Headquartered in chennai, YMIS supports IYM to market and sell its motorcycles &
scooters in domestic as well as export markets.

Yamaha Motor Research & Development India Pvt. Ltd. (YMRI) is a 100%
subsidiary of YMC YMRI is established by YMC to provide R&D and product develpoment
sevices by IYM .Headquarted in surajpur, gautam budh nagar (U.P),YMRI is engaged in
developing new products for IYM for its domestic as well as export markets. YMRI is the
fifth overseas R&D headquarters for Yamaha Motor Group following Italy, Taiwan, China,
and Thailand.

VISION

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

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

MISSION

WE ARE COMMITTED TO

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

Build the Winning Team with capabilities for success, thriving in a climate for
action and delivering results. Our employees are the most valuable assets and we intend to
develop them to achieve international level of professionalism with progressive career
development. As a good corporate citizen, we will conduct our business ethically and socially
in a responsible manner with concerns for the environment. Grow through continuously
innovating our business processes for creating value and knowledge across our customers
thereby earning the loyalty of our partners & increasing our stakeholder value.

6
CORPORATE SOCIAL RESPONSIBILITY POLICY

Corporate Social Responsibility (CSR) is strongly connected with the principles of

sustainability; an organization should take decisions based not only on financial factors, but
also on the social and environmental consequences. Therefore, it is the core corporate
responsibility of India Yamaha Motor Private Limited (hereinafter referred to as "the
Company") to practice its corporate values through its commitment to grow in a socially and
environmentally responsible way, while meeting the interests of its stakeholders. CSR is the
continuing commitment by business to perform ethically and contribute to economic
development while improving the quality of life of the workforce and their families as well as
of the local community and society at large. CSR is clearly on capacity building,
empowerment of communities, inclusive socio-economic growth, environment protection,
promotion of green and energy efficient technologies, development of backward regions, and
upliftment of the marginalized and under-privileged sections of the society.

As a corporate entity, the Company recognizes that its business activities have wide
impact on the societies in which it operates, and therefore an effective practice is required
giving due consideration to the interests of its stakeholders including shareholders,
customers, employees, suppliers, business partners, local communities and other
organizations. The Company Endeavour to make CSR a key business process for sustainable
development. The Company is responsible to continuously enhance shareholders wealth and
it is also committed to its other stakeholders to conduct its business in an accountable manner
that creates a sustained positive impact on society. The Company is committed towards
aligning with nature; and has adopted eco-friendly practices.

Essentially, CSR, which is deliberate inclusion of public interest into corporate

decision making by undertaking different projects for development of society, has the
potential of contributing significantly in the long run to socio-economic growth in the
backward regions and other sections of the society. The emerging concept of CSR goes
beyond charity and requires the Company to act beyond its legal obligations and to integrate
social, environmental and ethical concerns into the Company's business process.In April
2013, IYM established 2 functionally independent entities namely Yamaha Motor India Sales
Pvt. Ltd. (YMIS) that will cater to the sales and marketing needs of the company and Yamaha
Motor Research and Development India Pvt. Ltd. (YMRI) that is intended to increase

7
Yamaha's manufacturing competitiveness through the establishment of an R&D headquarters
in India.

CSR does not emanate directly from external demands but from organizationally
embedded processes. These processes prompt the organization to view its relationships with
stakeholders in a different perspective, which in turn influences its engagement with them.
The Board of Directors of the Company has devised social responsible business practices
under the general rules issued by the Ministry of Corporate Affairs for compulsory
implementation of CSR activities.
HISTORY

OVERVIEW - INDIAN AUTOMOBILE INDUSTRY

Over a period of more than two decades the Indian Automobile industry has been
driving its own growth through phases. The entry of Suzuki Corporation in Indian passenger
car manufacturing is often pointed as the first sign of India turning to a market economy.
Since then the automobile sector witnessed rapid growth year after year. By late-90's the
industry reached self reliance in engine and component manufacturing from the status of
large scale importer. With comparatively higher rate of economic growth rate index against
that of great global powers, India has become a hub of domestic and exports business.

The automobile sector has been contributing its share to the shining economic
performance of India in the recent years. With the Indian middle class earning higher per
capita income, more people are ready to own private vehicles including cars and two
wheelers. Product movements and manned services have boosted in the sales of medium and
sized commercial vehicles for passenger and goods transport. Side by side with fresh vehicle
sales growth, the automotive components sector has witnessed big growth. The domestic auto
components consumption has crossed rupees 9000 crores and an export of one half size of
this figure

OVERVIEW OF AUTOMOBILE INDUSTRY

The Indian automobile industry is going through a technological change where each
firm is engaged in changing its processes and technologies to sustain the competitive
advantage and provide customers with the optimized products and services. Starting from the
two wheelers, trucks, and tractors to the multi utility vehicles, commercial vehicles and the

8
luxury vehicles, the Indian automobile industry as achieved tremendous amount of success in
the recent years.
HISTORY OF THE ORGANIZATION

HISTORY
Yamaha's history goes back over a hundred years to 1887 when Torakusu Yamaha
founded the company, which began producing reed organs. The Yamaha Corporation in
Japan (then Nippon Gakki Co., Ltd.) has grown to become the world's largest manufacturer
of a full line of musical instruments, and a leading producer of audio/visual products,
semiconductors and other computer related products, sporting goods, home appliances and
furniture, specialty metals, machine tools, and industrial robots. The Yamaha Motor
Corporation, Ltd., begun on July 1, 1955, is a major part of the entire Yamaha group, but is a
separately managed business entity from the Yamaha Corporation.

The Yamaha Motor Corporation is the second largest manufacturer of motorcycles in

the world. Yamaha Motor Corporation owns its wholly owned subsidiary in the U.S. called
Yamaha Motor Corporation, USA, that is handling not only motorcycles, but also snow
mobiles, golf carts, outboard engines, and water vehicles, under the brand name of Yamaha
as well. In 1954 production of the first motorcycles began, a simple 125cc single-cylinder
two-stroke. It was a copy of the German DKW design, which the British BSA Company had
also copied in the post-war era and manufactured as the Bantam.

KEY LOCATIONS OF YAMAHA MOTOR PLANTS IN INDIA

Yamaha Motor India Pvt. Ltd. – It is a 100 percent subsidiary of Yamaha Motor
Company. This is the regional headquarter and corporate control body. It looks after the
corporate planning and strategy, business planning and expansion, quality control and
regional control of the Japanese manufacturer's business in India.

Motor India Sales Pvt. Ltd. – It is a 100 percent subsidiary of the Yamaha Motor Company. It
provides sales and marketing services. It is based in Chennai, Tamil Nadu.

Yamaha Motor Research and Development India Pvt. Ltd. – It is a 100 percent
subsidiary of Yamaha Motor Company. It looks after the R&D and the product development
services provided to Yamaha Motor India. It is responsible for developing new products for

9
domestic as well as foreign markets. It is located in Surajpur, Gautam Budh Nagar, and Uttar
Pradesh.

The company has two state-of-the-art manufacturing facilities for motorcycles,

scooters and automotive components for Indian and overseas markets

Surajpur, Gautam Budh Nagar, Uttar Pradesh

Faridabad, Haryana

Yamaha Dealership in India

There are more than 800 Yamaha customer service centres and 400 dealership outlets across
29 states and four union territories of India.

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YAMAHA CURRENT MODELS

Yamaha Motor India deals in a wide range of motorbikes and two-wheeler scooters.
Here are the current models and their starting prices

MOTORCYCLES SCOOTERS
 YZF-R15 Version 2.0 (149.8cc) – Rs.  Ray (113cc) – Rs. 51,572
1,17,373
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  Fazer (153cc) – Rs. 80,910  Ray Z (113cc) – Rs. 48,936
 Fazer Version 2.0 (149cc) – Rs. 86,805  Alpha (113cc) – Rs. 48,747
 FZ-S (153cc) – Rs.78,250
 FZ-S FI Version 2.0 (149cc) – Rs 73,250
 FZ (153cc) – Rs. 72,385
 FZ FI Version 2.0 (149cc) – Rs. 79,596
 SZ-S & SZ-RR (153cc) – Rs. 72,532
 SZ - RR Version 2.0 (149cc) – Rs. 65,300
 Saluto (125cc) – Rs. 52,000
 SS125 (123cc) – Rs. 59,243
 YBR125 (123cc) – Rs. 54,593
 YBR110 (106cc) – Rs. 48,218
Crux (106cc) – Rs.41,086
YAMAHA FUTURE

Yamaha Motor Company and Yamaha Motor India Pvt. Ltd. have already reached
towering heights in the automobile industry in India, Japan and all over the world; however,
the company still strives hard to get better each day and provide their customers with the best
they can possibly have. The President of Yamaha Motor Company Hiroyuki Yanagi has
conveyed a message to the work force employed with Yamaha to work under its mission for
excellence.

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

YAMAHA AWARDS & RECOGNITIONS

Won 2009 Apollo Tyres & Auto India Best Brand Award.

Yamaha VMAX won 2010 ZigWheels CBU Superbike of the Year

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ET Zigwheels conferred 2010 Bike of the Year on Yamaha SZ-X won.

ET Zigwheels conferred Best Executive 125cc Commuter Motorcycle of the Year 2010 on
Yamaha YBR-125.

Yamaha SZ-R won Motorcycle of the Year above 150cc at Bike India Awards 2011.

Yamaha Motor India won Two Wheeler Manufacturer of the Year at the NDTV Car & Bike
Awards in 2012.

Yamaha R15 Version 2.0 won 2012 Bike Variant of the Year at Bike India Awards.

Yamaha Alpha won Scooter of the Year at Bike India Awards 2015.

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 1.3 PRODUCT PROFILE
Yamaha YZF R15 Yamaha YZF R15 V3

RS.1.19 LAKHS ON WARDS RS.1.25 LAKHS ONWARDS

Yamaha FZ S FI (V 2.0) Yamaha FZ FI

RS.81, 040 ONWARDS

RS.84, 012 ONWARDS
Yamaha Fascino Yamaha Fazer 25

Rs.58, 082 ONWARDS RS.1.28 LAKHS ONWARDS

Yamaha FZ 25 Yamaha Fazer-FI

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 RS.88, 143 ONWARDS

RS 1.18 LAKHS ONWARDS

Yamaha Ray ZR Yamaha Ray Z

RS.54, 553 ONWARDS RS.51, 919 ONWARDS

Yamaha Alpha
Yamaha Saluto

RS.53, 223 ONWARDS

RS.56, 882 ONWARDS

Yamaha SZ-RR Yamaha YZF R3 2018

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RS.67, 803 ONWARDS
RS.3.27 LAKHS ONWARDS

Yamaha Saluto RX Yamaha MT 09

RS.48, 021 ONWARDS RS.10.88 LAKHS ONWARDS

Yamaha YZF R15S Yamaha YZF R1

RS.20.73 LAKHS ONWARDS

RS1.16 LAKHS ONWARDS

Yamaha YZF R1M Yamaha MT 03

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 RS.3.00 LAKHS ONWARDS
RS.20.73 LAKHS ONWARDS

Yamaha NMax 155

RS.80, 000 ONWARDS

17
 CHAPTER-2

REVIEW OF LITERATURE
THEORY AND CONCEPTS OF CUSTOMER SATISFACTION
Marketing

Marketing is a societal process which discerns consumers' wants, focusing on a

product or service to fulfill those wants, attempting to mold the consumers toward the
products or services offered. Marketing is fundamental to any businesses growth. The
marketing teams (marketers) are tasked to create consumer awareness of the products or
services through marketing techniques. Unless it pays due attention to its products and
services and consumers' demographics and desires, a business will not usually prosper over
time.

Marketing tends to be seen as a creative industry, which includes advertising,

distribution and selling. It is also concerned with anticipating the customers' future needs and
wants, which are often discovered through market research.

Essentially, marketing is the process of creating or directing an organization to be

successful in selling a product or service that people not only desire, but are willing to buy.

A market-focused, or customer-focused, organization first determines what its

potential customer’s desire, and then builds the product or service. Marketing theory and
practice is justified in the belief that customers use a product or service because they have a
need, or because it provides a perceived benefit.

Two major factors of marketing are the recruitment of new customers (acquisition)
and the retention and expansion of relationships with existing customers (base management).
Once a marketer has converted the prospective buyer, base management marketing takes
over. The process for base management shifts the marketer to building a relationship,
nurturing the links, enhancing the benefits that sold the buyer in the first place, and
improving the product/service continuously to protect the business from competitive
encroachments.

For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants
and desires of the consumer s or Shoppers in the target market. Trying to convince a market
segment to buy something they don't want is extremely expensive and seldom successful.

18
Marketers depend on insights from marketing research, both formal and informal, to
determine what consumers want and what they are willing to pay for it. Marketers hope that
this process will give them a sustainable competitive advantage. Marketing management is
the practical application of this process. The offer is also an important addition to the 4P's
theory.

Product focus

In a product innovation approach, the company pursues product innovation, and then
tries to develop a market for the product. Product innovation drives the process and
marketing research is conducted primarily to ensure that a profitable market segment(s) exists
for the innovation. The rationale is that customers may not know what options will be
available to them in the future so we should not expect them to tell us what they will buy in
the future. However, marketers can aggressively over-pursue product innovation and try to
overcapitalize on a niche. When pursuing a product innovation approach, marketers must
ensure that they have a varied and multi-tiered approach to product innovation. It is claimed
that if Thomas Edison depended on marketing research he would have produced larger
candles rather than inventing light bulbs. Many firms, such as research and development
focused companies, successfully focus on product innovation (Such as Nintendo who
constantly change the way Video games are played). Many purists doubt whether this is
really a form of marketing orientation at all, because of the ex post status of consumer
research. Some even question whether it is marketing.

* An emerging area of study and practice concerns internal marketing, or how employees
are trained and managed to deliver the brand in a way that positively impacts the acquisition
and retention of customers (employer branding).

* Diffusion of innovations research explores how and why people adopt new products,
services and ideas.

* A relatively new form of marketing uses the Internet and is called internet marketing or
more generally e-marketing, affiliate marketing, desktop advertising or online marketing. It
typically tries to perfect the segmentation strategy used in traditional marketing. It targets its
audience more precisely, and is sometimes called personalized marketing or one-to-one
marketing.

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 * With consumers' eroding attention span and willingness to give time to advertising
messages, marketers are turning to forms of Permission marketing such as Branded content,
custom media and Reality marketing.

Customer focus

Many companies today have a customer focus (or customer orientation). This implies
that the company focuses its activities and products on consumer demands. Generally there
are three ways of doing this: the customer-driven approach, the sense of identifying market
changes and the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic
marketing decisions. No strategy is pursued until it passes the test of consumer research.
Every aspect of a market offering, including the nature of the product itself, is driven by the
needs of potential consumers. The starting point is always the consumer. The rationale for
this approach is that there is no point spending R&D funds developing products that people
will not buy. History attests to many products that were commercial failures in spite of being
technological breakthroughs.

A formal approach to this customer-focused marketing is known as SIVA (Solution,

Information, Value, and Access). This system is basically the four Ps renamed and reworded
to provide a customer focus.

The SIVA Model provides a demand/customer centric version alternative to the well-
known 4Ps supply side model (product, price, place, promotion) of marketing management.

Product -> Solution

Promotion -> Information
Price -> Value
Place ->Access

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 CHAPTER-3
RESEARCH METHODOLOGY AND OBJECTIVES
RESEARCH METHODOLOGY
Descriptive research is followed in this research. The universe of the population
includes the respondents who are the customers of Yamaha bikes, located at Tirupathi. The
samples (i.e. sample size 120) were selected among the customers of Yamaha show rooms,
located at Tirupathi for this research. The samples were chosen from the population, by using
Convenience sampling technique (i.e. Non-probability sampling technique), because the
exact population size is unknown and the accessibility of the customer is difficult. Survey
method of data collection was used in this research. The primary data were collected using
questionnaires.

3.1 NEED FOR THE STUDY

In world of marketing, it is essential to know the pros & cons of the product that has
been launched in the market. Today's market has become a war of stalwarts; any lean feature
will kick out the product out of the fray. As customers become the king of market, the study
is an attempt to know the exact expectation of customer attitude towards two wheeler
vehicles in Tirupathi city based on performance and mileage and also other factors
influencing the purchase of Yamaha vehicle.

21
 3.2 OBJECTIVES OF THE STUDY

1. To analyze the personal profile of the consumer.

2. To identify the customer satisfaction level towards the performance of vehicles.
3. To find out the customer satisfaction level towards bike services provided.
4. To identify the factors which influence consumer decision making process.
5. To know the performance of Yamaha bikes.

22
 3.3 SCOPE OF THE STUDY

The research was carried out to find factors which influence customer satisfaction
level to maximum level. The study projects that customer satisfaction level change with
change in various factors like during sales evaluation, during delivery of the vehicle and after
sales evaluation .The research is an attempt to provide feedback to motorcycle manufacturer
Yamaha motors India Ltd. so that they can bring about changes in various departments of
their organization which will help them in becoming Number 1 motorcycle brand in India.For
instance during research factors such as technology, maintenance, looks, style, brand image,
behavior of dealers, timely delivering of documents and bike and proper information about
the product were considered.

This research would give necessary details to Yamaha motors so that it could know
the various factors that affect customer satisfaction level and then initiate appropriate changes
to make it Number 1 motorcycle brand in India.

23
 3.4 METHODOLOGY OF THE STUDY

The data has been collected on the basis of the different sources in order to achieve
the object of the project.

Source of Data
 Primary Data: Data has collected through survey by sending the
questionnaires through direct contact.
 Secondary Data: Data is collected through journals, company website,
magazines etc.,
Research Problem
To view the customer satisfaction level of two wheeler vehicles in Yamaha.

Research Process

 Extensive Literature survey

Before starting the project in-depth study of the topic was done to form a clear picture of
what and how project is to be done.
 Formulating the research problem
The next step was to find out the problem of the case. Then the problem was understood
thoroughly and rephrasing the same into meaningful terms from analytical point of view.
This step is of greatest importance in the entire research
 Design of questionnaire
A questionnaire was developed for the survey. The questionnaire is of structured type.
Most of the questions were based on 5 point bipolar liker scale
 Determining the sample size
Next step is to determine the number of to be targeted from various ages , monthly salary,
and gender. So a total of 150 people were surveyed
 Collecting the data
The data was collected from various class of people based on age, sex, income, location.

24
 Analysis of data
The data was collected from various people was segregated into various categories in
order to analyze it. Analysis was done based on more than 22 parameters.
 Generalization and interpretation
Data was tested and upheld several times, and then generalizations were drawn from the
analysis.
 Preparation for the report
Lastly report about the project is made.

RESEARCH DESIGN
 Exploratory research design
Exploratory research is research conducted for a problem that has not been studied
more clearly, intended to establish priorities, develop operational definitions and
improve the final research design. Exploratory research helps determine the best
research design, data-collection method and selection of subjects.
 Focus group
 Primary data analysis
 Collection of data
 Qualitative Data
Qualitative Data are types of information that have aspects that are unable
to be measured, or are found to be approximations. The qualitative data
analysis that the researchers performed last month also took into account
quantitative factors such as size and scope.
 Questionnaires
 Survey

25
SAMPLE DESIGN

Sampling may be defined as the selection of the some part of an aggregate or totality on the
basis of which a judgment or interference about the aggregate or totality is made .It is the
process of obtaining information about entire population by examining only a part of it in
which generalizations or influences are drawn based on the sample about the parameter of
population from which samples are taken.

Sample Size

A total of 120 people have been questioned for the purpose of filling up the
questionnaire

DETAILS OF THE SURVEY CONDUCTED

Sample size 120

18-25 years
26-35 years
36-45 years
46-55 years
Target Population 56-65 years
Area Covered Tirupathi
Sampling Pilot study
Type of questionnaire Structured 5 point bipolar likert scale
Type of questions Close ended Questions

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3.4 LIMITATIONS OF THE STUDY

 The study is conducted in Yamaha show rooms located in Tirupathi with 120
respondents.
 The respondent’s response may have the bias, which may not give true picture about
the chosen research topic.
 The sampling unit chosen is Yamaha bike show rooms located in Tirupathi, the
survey result may vary in other locations, based on the kind of services provided at
other stores.
 The seriousness of the respondents and their ability to justify their answers may also
be a limitation.
 The sample size is small due to the specified reasons.
 Findings are based on sample survey.

27
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
TABLE-4.1: AGE GROUPS

AGE RESPONDEN
GROUPS TS % OF RESPONDENTS
18-35 64 54
26-35 24 21
36-45 14 12
46-55 above 16 13 GRAPH-4.1:
TOTAL 120 100 REPRESENTS THE
AGE GROUPS

140

120
120

100
100

80
64 respondents
60 %
53.33

40
24
20
20 14 11.67 16 13.33

0
18-35 26-35 36-45 46-55 above TOTAL

INTERPRETATION

It represents the consumers between the age of 18 -25 are mostly using these Yamaha bikes

28
TABLE-4.2: OCCUPATION OF YAMAHA BIKE USERS

OCCUPATION
S RESPONDENTS % OF RESPONDENTS
Students 48 58
private employees 38 46
govt.employees 15 18
self employees 13 16
Others 6 7
TOTAL 120 100

GRAPH-4.2: REPRESENTS THE OCCUPATION OF YAMAHA BIKE

USERS

120
120 100

100

80

60 48 40
38 32 RESPONDENTS
40 % OF RESPONDENTS
13 11
15 13 5
20 6

INTERPRETATION

It shows that the students are mostly using the Yamaha bikes.

29
TABLE-4.3: CUSTOMERS BASED ON INCOME LEVEL

% OF
RESPONDENT
INCOME RESPONDENT
S
S
15000 38
32
20000 8 7
30000 10 8
16
Below40000 13
48
no income(student) 40
120 100
TOTAL

GRAPH-4.3: REPRESENTS THE INCOME LEVEL

120
120
100
100
80
32
60 38
40
40 7 48
8 13
8 RESPONDENTS
20 10 16 % OF RESPONDENTS
0
% OF RESPONDENTS
RESPONDENTS

INTERPRETATION

From the previous statistics we found that mostly students and people ageing from 18-25 are
using Yamaha bikes more who mostly will not have jobs because they are still studying.

30
TABLE-4.4: ON WHAT SOURCE THEY CAME TO KNOW ABOUT
YAMAHA

RESPONDENT % of
SOURCE
S RESPONDENTS
Friends 78 65
Family 22 18
Media 6 5
company
9 8
executive
Others 5 4
TOTAL 120 100

GRAPH-4.4: REPRESENTS ON WHAT SOURCE THEY CAME TO

KNOW ABOUT YAMAHA

250

200

150

% of RESPONDENTS
RESPONDENTS
100

50

0
Friends Family Media company executive Others TOTAL

INTERPRETATION

Friends are the major source in buying decision making.

31
TABLE-4.5: WHICH MODELS OF YAMAHA BIKES DO YOU OWN

RESPONDENT % OF
MODELS
S RESPONDENTS
Alba 3 2
libero 7 6
rx-100 8 7
rx-135 6 5
rx-z 4 3
Fazer 20 17
yzr-R15 12 10
Salute 5 4
saluto-RX 4 3
Crux 5 4
fz-s 32 27
Alpha 2 2
ray-z 3 3
ray-ZR 4 3
Fascino 5 4
TOTAL 120 100

GRAPH-4.5: REPRESENTS THE MODELS OF YAMAHA BIKES DO

YOU OWN
250

200

150

100 % OF RESPONDENTS
RESPONDENTS

50

INTERPRETATON

It shows that the consumers are mostly using fz-s brand of Yamaha bikes

32
TABLE4.6: ARE YOU SATISFIED TOWARDS THE PRICE OF
YAMAHA BIKES

% OF
FREQUEN RESPONDE RESPONDE
CY NTS NTS
Yes 104 87
No 16 13
TOTAL 120 100

GRAPH-4.6: REPRESENTS THE SATISFACTION LEVEL TOWARDS

THE PRICE OF YAMAHA BIKES

120 120
104
100 100
87

80

60
RESPONDENTS
% OF RESPONDENTS
40

20 16
13

0
yes
no
TOTAL

INTERPRETATION

Customers are satisfied towards the price

33
TABLE-4.7: HOW DO FIND YAMAHA BIKES COMPARED TO
OTHER BIKES

% OF
FREQUENCY RESPONDENTS RESPONDENTS
Excellent 8 7
Good 74 62
Better 18 15
Average 16 13
not satisfied 4 3
TOTAL 120 100

GRAPH-4.7: REPRESENTS THE COMPARISON BETWEEN YAMAHA

BIKES AND OTHER BIKES

comparison between yamaha bikes& other bikes

140
120
120
100
100
RESPONDENTS
80 74 % OF RESPONDENTS
62
60

40

20 18 15 16 13
8 7
4 3
0
excellent good better average not satisfied TOTAL

INTERPRETATION

It shows that the comparison level between the Yamaha bikes and other bikes is overall good

34
35
TABLE-4.8: ARE YOU SATISFIED TOWARDS THE AVAILABILITY
OF VEHICLE AT SPECIFIC TIME

% OF
FREQUEN RESPONDEN RESPONDEN
CY TS TS
yes 98 82
no 22 18
TOTAL 120 100

GRAPH-4.8: REPRESENT THE SATISFACTION LEVEL TOWARDS

THE AVAILABILITY OF VEHICLE AT SPECIFIED TIME

Yes no
120

100 98

80 82

60

40

20 22
18

0
RESPONDENTS % OF RESPONDENTS

INTERPRETATION

The satisfaction level of availability of vehicles is overall good.

36
TABLE-4.9: CONSUMER OPINION REGARDING PERFORMANCE
OF YAMAHA BIKES

% OF
PERFORMA RESPONDE RESPONDE
NCE NTS NTS
Excellent 6 5
Good 58 48
Average 32 27
Satisfactory 13 11
not good 11 9
TOTAL 120 100

GRAPH-4.9: REPRESENTS THE CONSUMER OPINION REGARDING

THE PERFORMANCE OF YAMAHA BIKES

250

200

150

100

50

0
excellent good average satisfactory not good TOTAL

INTERPRETATION

The customers of Yamaha were good in performance.

37
TABLE-4.10: GIVE A CHANCE TO IMPROVE ONE THING IN
YAMAHA BIKES WHAT WOULD YOU CHOOSE

IMPROVE ONE THING YAMAHA RESPONDENTS % OF RESPONDENTS

Mileage 50 42
pick-up 20 17
Comfort 14 12
Style 9 8
Technology 8 7
Price 11 9
Colour 8 7
TOTAL 120 100

GRAPH-4.10: REPRESENT THE CHANCE TO IMPROVE ONE

THING IN YAMAHA

140

120

100

80

60

40

20

0
mileage pick-up comfort style technology price colour TOTAL

RESPONDENTS % OF RESPONDENTS

INTERPRETATION

The customers are not mostly satisfied with the mileage.

38
TABLE-4.11: WHAT WILL YOU RATE THE BODY STYLE, DESIGN
AND LOOK OF YAMAHA

FREQUENCY RESPONDENTS % OF RESPONDENTS

excellent 32 27
good 74 62
average 9 8
poor 5 4
TOTAL 120 100

GRAPH-4.11: REPRESENTS THE OVERALL RATING OF BODY

STYLE, DESIGN AND LOOK OF YAMAHA

250

200

150

% of respondents
RESPONDENTS
100

50

0
excellent good average poor TOTAL

INTERPRETATION

The above charts shows that the overall rating of body styles, design and look is overall good.

39
TABLE-4.12: AFTER TEST RIDE WHAT DO YOU FEEL ABOUT THE
DRIVING COMFORT OF YAMAHA BIKES

FREQUEN RESPONDEN
CY TS % OF RESPONDENTS
excellent 48 40
good 63 53
average 7 6
poor 2 2
TOTAL 120 100

GRAPH-4.12: REPRESENTS THE FEELING AFTER TEST RIDE

120

100

80

60

40

20

0
EXCELLENT % OF RESPONDENTS
GOOD
AVERAGE RESPONDENTS
poor
TOTAL

INTERPRETATION

The above chart show that the feeling after test ride is good.

40
TABLE-4.13: HOW DO YOU FEEL ABOUT THE BREAKING SYSTEM
SAFETY FEATURES AND TANK CAPACITY OF YAMAHA BIKES

% OF
FREQUEN RESPONDE RESPONDE
CY NTS NTS
excellent 42 35
good 73 61
average 3 3
poor 1 1
TOTAL 120 100

GRAPH-4.13: REPRESENTS THE FEELING ABOUT OVERALL

FEATURES OF YAMAHA BIKES

250

200

150

100

50

0
excellent good average poor TOTAL

RESPONDENTS % OF RESPONDENTS

INTERPRETATION
The above diagram shows that the overall features of the Yamaha bikes are good.

41
TABLE-4.14: WHAT FEATURE ATTRACTING YOU IN THE
YAMAHA BIKES

FREQUENCY RESPONDENTS % OF RESPONDENTS

Style 48 40
riding comfort 28 23
suspension 18 15
acceleration 21 18
Others 5 4
TOTAL 120 100

GRAPH-4.14: REPRESENTS THE FEATURE ATTRACTING GIVE IN

THE YAMAHA BIKES.

120

100

80

60

40

20

0
style riding comfort suspension acceleration others TOTAL

RESPONDENTS % OF RESPONDENTS

INTERPRETATION
The above chart reveals that the attracting feature in Yamaha bikes is style.

42
TABLE-4.15: DID THE SHOW ROOM PEOPLE EXPLAINED YOU
ABOUT THE FEATURES AND PRICE IN DETAIL

FREQUE RESPONDE %RESPOND

NCY NTS ENTS
yes 98 82
no 22 18
TOTAL 120 100

GRAPH-4.15: REPRESENTS THE SHOW ROOM PEOPLE

EXPLAINED YOU ABOUT THE FEATURES AND PRICE IN DETAIL

140

120 120

100 98 100

80 82
RESPONDENTS
% F RESPONDENTS
60

40

20 22
18

0
YES no TOTAL

INTERPRETATION
It shows that the show room people are explained about the price and features in very good
manner.

43
TABLE-4.16: AWARENESS ABOUT FREE SERVICES

AWARENESS ABOUT FREE SERVICES RESPONDENTS % OF RESPONDENTS

Yes 91 76
No 29 24
TOTAL 120 100

GRAPH-4.16: REPRESENTS AWARENESS ABOUT FREE SERVICES

100%0
90%
80%
70% 0
60%
0.55
50%
40%
30% 0
20% 0.55
10%
0%
yes
0.55

no

TOTAL

RESPONDENTS % of respondents

INTERPRETATION

It shows that the awareness about free services are overall satisfied by the customers.

44
TABLE-4.17: RATING OF FREE SERVICES

RESPONDENT
SERVICE RATING S %OF RESPONDENTS
Excellent 22 18
Good 53 44
Average 18 15
Satisfactory 19 16
not good 8 7
TOTAL 120 100

GRAPH-4.17: REPRESENTS THE RATING OF FREE SERVICES

RESPONDENTS %OF RESPONDENTS

120

100

53
44

22 19
18 18 15 16
8 7

excellent good average satisfactory not good TOTAL

INTERPRETATION

Rating towards service was good.

45
TABLE-4.18: SATISFACTION LEVEL TOWARDS THE
AVAILABILITY OF SPARE PARTS

% OF
SPARE PARTS RESPONDE RESPONDE
AVAILABILITY NTS NTS
Yes 96 80
No 24 20
TOTAL 120 100

GRAPH-4.18: REPRESENTS THE SATISFACTION LEVEL TOWARDS

THE AVILABILITY OF SPARE PARTS

RESPONDENTS; 96
100
90 % OF RESPONDENTS; 80
80
70
RESPONDENTS; 24
60
% OF RESPONDENTS; 20
50
40
30
20 no
10
0

RESPONDENTS yes

% OF RESPONDENTS

INTERPRETATION

In almost all the show rooms spare parts were available and the result was almost positive
towards.

46
TABLE-4.19: IS PAID AND FREE SERVICES ARE GIVEN SAME
IMPORTANCE IN YAMAHA

PAID AND FREE SERVICES ARE SAME RESPONDENTS % OF RESPONDENTS

Yes 39 32
No 81 68
TOTAL 120 100

GRAPH-4.19: REPRESENTS THE IMPORTANCE LEVEL OF FREE

SERVICES AND PAID SERVICES IN YAMAHA

250

200

100
150

68
100

32 120
50
81
39
0
yes no TOTAL

RESPONDENTS % OF RESPONDENTS

INTERPRETATION

The statistics shows that there is little bit of negative impression.

47
TABLE-4.20: ARE YOU SATISFIED AFTER SALE SERVICE
PROVIDING BY YAMAHA

SATISFACTION LEVEL AFTER SALE % OF

SERVICE RESPONDENTS RESPONDENTS
Excellent 26 22
Good 57 48
Satisfactory 16 13
Average 17 14
not good 4 3
TOTAL 120 100

GRAPH-4.20: REPRESENTS THE SATISFACTION LEVEL AFTER

SALES SERVICE

TOTAL

not good

average

satisfactory

good

excellent

0 20 40 60 80 100 120

INTERPRETATION

Customers are satisfied with the after sale service.

48
TABLE-4.21: DO YOU SUGGEST YAMAHA BIKES TO OTHERS

% OF
DO YOU SUGGEST YAMAHA TO OTHERS RESPONDENTS RESPONDENTS
Yes 114 95
No 6 5
TOTAL 120 100

GRAPH-4.21: REPRESENTS THE GRAPH TO SUGGEST YAMAHA

BIKES TO OTHERS

140

120 120

100 100

80
RESPONDENTS
% OF RESPONDENTS
60

40

20

0
0.5 1 1.5 2 2.5 3 3.5

INTERPRETATION

Most of the customers ready to recommend the Yamaha bikes to others.

49
 CHAPTER-5
FINDINGS, SUGGESTIONS & CONCLUSION
5.1 FINDINGS

 From this survey it is found that the satisfaction level of customers in various
categories like different age group, gender, income levels, and factors influencing
them to buy Yamaha and satisfaction level on various factors.
 Coming to the satisfaction based on mileage the result was bad towards Yamaha.
 The performance was good and as well as servicing is also good.
 Service is not good as almost half gave other than good responses.
 Friends are the major influencers in buying decision making process.

50
 5.2 SUGGESTIONS

 Launch of new and different brands may turn the market oligopolistic but we
definitely increase the market share.
 Looks and style must not be over stressed as compared to quality and mileage
 360 degrees marketing approach with aggressive promotional campaigning’s should
be followed.
 Focus more on mileage bikes as the style and performance are playing the major role.
 Company should focus more on the timely availability of vehicles for the customers.
 Focus should be on teenagers, young and executives as they represent largest portion
of the bike user segment.
 Yamaha should introduce new vehicles in the market.
 Provide better sales follow up which almost every brand.

51
 5.3 CONCLUSION

We conclude that from the survey we have done the Yamaha bikes are well known for
their designs and performance and the satisfaction is high towards all other factors except
mileage. Youth is the target for Yamaha, if Yamaha satisfied its customers with the mileage
and free service.

52
 QUESTIONNAIRES

1. Name of the customer (optional)__________________________________________

2. Age group

a. 18-25 b.26-35 c. 35-45 d. 46-55 e. 55-65

3. Occupation of Yamaha bike users

a. student b. private employee c. govt.employee d. self employee e. others

4. What is your annual income

a.15000 b.20000 c.30000 d.below 40000 e.no income

(student)

5. How do you come to know about Yamaha motors pvt.ltd

a. friends b. family c. media d. company executive e. others

6. Which brand of Yamaha bikes do you own

a.alba b.libero c.rx-100 d.rx-135 e.rx- z

f.fazer g.yzf-R15 h.saluto i.saluto-rx j.fz-s

7. Are you satisfied towards the price of Yamaha vehicle

a.yes b. no

8. How do you find Yamaha bikes compared to other bikes

a.excellent b.good c.better d.avereg e .not satisfied

53
9. Are you satisfied towards availability of vehicle at specific time

a.yes b.no

10. Consumer opinion regarding performance of Yamaha vehicle

a.excellent b.good c.average d.satisfactory e.not good

11. What do you feel regarding performnace of Yamaha vehicles

a.excellent b.good c.average d.satisfactory e.not good

12. What will you rate the body style design and look of Yamaha

a.excellent b.good c.average d.poor

13. After test ride what do you feel about the driving comfort of Yamaha bikes

a.excellent b.good c.average d.poor

14. How do you feel about the braking system, safety features and tank capacity of Yamaha
bikes

a.excellent b.good c.average d.poor

15. What feature attracting you on the Yamaha bikes?

a.style b.riding comfort c.suspension d.acceleration e.others

16. Did the showroom people explained you about the features and the price in detail?

a.yes b. no

17. Do you aware about free services?

a.yes b.no

18. What is your rating for free services

a.excellent b.good c.average d.satisfactory e.not good

19. Are you satisfied towards availability of spare parts?

a.yes b.no

54
20. Is paid and free services are given same importance in Yamaha?

a.yes b. no

21. Are you satisfied for after sales services provided by Yamaha?

a.excellent b.good c.satisfactory d.average e.not good

22. Do you suggest Yamaha bike to others?

a.yes b. no

55
 BIBILIOGRAPHY

 Kotler Philip, Keller Lane Kvin "Marketing Management" 12th edition Pearson
Education. Ramaswamy V.S., Namakumari S. "Marketing Management" 3rd edition
2006 Macmillan Publications.
 Kumar Arun, Minakshi N. "Marketing Management" Vikash Publication 1st edition
2006.
 Kolter Philip, Koshy Abraham, "Marketing Management" 13th edition Pearson
Education.
 Economic times
 Monthly journals
 International Journal of Core Engineering & Management (IJCEM)
 EXCEL international journal of multidisciplinary management studies (EIJMMS)
 IOSR Journal of business and management (IOSR-JBM)

WEBSITES
 www.google.com
 www.wiki.com
 www.yahoo.com
 www.yamahamotorindia.com
 www.slideshare.net
 www.scribd.com
 www.academia.edu

56