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INTRODUCTION
CUSTOMER SATISFACTION
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.
1
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
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
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.
2
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 or
provides helps to the purchase of goods and service.
SIX COMPETITIVE ADVANTAGES THROUGH CUSTOMER SATISFACTION:
ADVANTAGE
Customer comments, suggestions and response about a company’s products, business
practices and customer service orientation are one of the biggest advantages of customer
feedback surveys. Critical input and answer can help a company to develop better customer
relation programs.
3
Customer satisfaction
Profit GrowthCorporate performance
New product
innovation
One stops shopping
Word or month
Loyalty in crises
Higher price
Repeat buying
DISADVANTAGE
Customer feedback surveys and questionnaires can sometimes be too scientific and
methodical to capture to humane instincts and traits of consumer. Rigorous analysis and interpret
ion of feedback and answers provided by customers might not provide the right kind insights that
business not to better serve customer.
IMPORTANCE
Since sales are the most important goal of any commercial enterprise. It become
necessary to satisfy customer for customer satisfaction it is necessary to establish and maintain
certain important characteristics like:
a) Quality
b) Fair prizes
c) Efficient delivery
d) Good customer handling skills
e) Serious consideration of consumer complaints
Satisfaction is the feeling of pleasure or disappointment attained from comparing a
product perceived performance (outcome) in relation to his or her expectations. The customer is
dissatisfied. If the performance matches the expectation, the customer satisfied. If the
performance exceeds expectations the customer is highly satisfied.
4
BENEFITS
5
Increased repeat
purchaseCustomer satisfaction
Increased referrels
Reduced switching to competitors
reduced price sensitivity
Increased profit
Increasd Revenue
Reduced Cost
INTRODUTION TO YAMAHA MOTORS
ABOUT INDIA YAMAHA MOTOR PVT. LTD.
Yamaha made its initial foray 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 for both 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), FZ1 (998cc), YZF-R15 version 2.0 (150cc), Fazer
(153cc), FZ-S (153cc), FZ16 (153cc), SZ-R(153cc), SZ & SZ-X (153cc), SS125 (123cc), YBR
125 (123cc), YBR 110 (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".
6
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
Customer
We put customers first in everything we do. We take decisions keeping the customer in
mind.
7
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.
8
COMPANY PROFILE
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."
Genichi Kawakami was the first son of Kaichi Kawakami, the third-generation president
of Nippon Gakki (musical instruments and electronics; presently Yamaha Corporation). Genichi
studied and graduated from Takachiho Higher Commercial School in March of 1934. In July of
1937, he was the second Kawakami to join the Nippon Gakki Company. He quickly rose to
positions of manager then Senior General Manager, and then the position of fourth-generation
President in 1950 at the young age of 38.
Looking back on the founding of Yamaha Motor Company, Genichi had this to say
"While the company was performing well and had some financial leeway, I felt the need to look
for our next area of business. So, I did some research." He explored producing many products,
including sewing machines, auto parts, scooters, three-wheeled utility vehicles, and motorcycles.
Market and competitive factors led him to focus on the motorcycle market. Genichi actually
visited the United States many times during this period.
9
"If you are going to make it, make it the very best there is." With these words as their
motto, the development team poured all their energies into building the first prototype, and ten
months later in August of 1954 the first model was complete. It was the Yamaha YA-1. The bike
was powered by an air-cooled, 2-stroke, single cylinder 125cc engine. Once finished, it was put
through an unprecedented 10,000 km endurance test to ensure that its quality was top-class. This
was destined to be the first crystallization of what has now become a long tradition of Yamaha
creativity and an inexhaustible spirit of challenge.
In January of 1955 the Hamakita Factory of Nippon Gakki was built and production
began on the YA-1. 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.
Then in 1960, Yamaha International Corporation began selling motorcycles in the USA
through dealers.
10
With the overseas experiences under his belt, in 1960, Genichi then turned his attention to
the Marine industry and the production of the first Yamaha boats and outboard motors. The first
watercraft model was the CAT-21, followed by the RUN-13 and the P-7 123cc outboard motor.
In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by
developing the Auto lube System. This landmark solution was a separate oil injection system for
two-stroke models, eliminating the inconvenience of pre-mixing fuel and oil.
(The YMC headquarters was moved to Iwata in 1972) Toyota and Yamaha teamed up to
produce the highly regarded Toyota 2000 GT sports car.
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.
In years to come Yamaha continued to grow (and continues to this day). Diversity
increased with the addition of products including snowmobiles, race kart engines, generators,
scooters, ATV's, personal watercraft and more.
Genichi Kawakami set the stage for Yamaha Motor Company's success with his vision
and philosophies.
Genichi Kawakami's history with Yamaha was long and rich. He saw the new corporate
headquarters in Cypress, 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. Genichi passed away
on May 25, 2002 yet his vision lives on through the people and products of Yamaha, throughout
the world.
11
COMPANY OVERVIEW
Company Name Yamaha Motor Co., Ltd.
Founded July 1, 1955
Capital 85,666 million yen (as of September 30, 2011)
President Hiroyuki Yanagi
Employees (Consolidated) 52,184 (as of December 31, 2010)
Parent :10,302 (as of December 31, 2010)
Sales (Consolidated) 1,294,131 million yen
(from January 1, 2010 to December 31, 2010)
Parent: 470,134 million yen
(from January 1, 2010 to December 31, 2010)
Sales Profile Sales (%) by product category (consolidated)
Motor cycle – 70%
Marine products – 12.9%
Power products – 8%
Others – 9.1%
Sales (%) by region (consolidated)
North America – 12.1%
Europe – 13.2%
Asia – 49.8%
Japan – 11.0% Others – 13.9%
Lines of Businesses Manufacture and sales of motorcycles, scooters,
12
electrically power assisted bicycles, boats, sail boats,
personal watercrafts, pools, utility boats, fishing boats,
outboard motors, diesel engines, 4-wheel ATVs, side-
by-side vehicles, racing kart engines, golf cars, multi-
purpose engines, generators, water pumps,
snowmobiles, small-sized snow throwers, automobile
engines, intelligent machinery, industrial-use
helicopters, electrical power units for wheelchairs,
helmets.
Headquarters 2500 Shingai, Iwata-shi, Shizuoka-ken, Japan
Group Companies Consolidated subsidiaries: 106
Non-consolidated subsidiaries: 6 (by the equity
method)
Affiliates: 26 (by the equity method)
HIERARCHICAL STRUCTURE OF YAMAHA MOTOR LIMITED
1. Senior Management
•Executive Director
•Vice President
•Associate Vice President
•Chief General Manager
•Deputy General Manag
2. Middle Management
13
•Department Chief Manager
•Manager
•Assistant Manager
3. Junior Management
•Senior Superintendent
•General Supervisor / Superintendent / Senior Engineer
•Supervisor / Assistant Superintendent / Engineer
ORGANIZATIONAL CHART
14
15
COMPANY HISTORY WITH AWARDS AND ACHIEVEMENTS
1955
Yamaha Motor Co., Ltd. was founded with Genichi Kawakami as the first President.
Nippon Gakki Hamana Factory established in Hamakita-cho (present Hamamatsu city),
Hamana-gun, Shizuoka Pref., and production of our first product, the 125cc Yamaha
motorcycle "YA-1" begins.
1956
YA-1 wins 1st to 8th places (125cc class) and YC1 wins 1st to 5th places (250cc class) at
4th Mount Fuji Ascent Race.
1957
YA-1 wins1st, 2nd and 5th places (125cc class) and YC-1 wins 1st to 3rd places (Light
class) at 2nd All Japan Autobike Endurance Road Race (Asama Highlands Race).
1958
Took 6th place in first attempt at 8th Catalina Grand Prix in the U.S. (Yamaha's
international racing debut).
Yamaha "YA-2" becomes first motorcycle to win Japan's "Good Design Award".
1959
The first full-fledged sports motorcycle by a Japanese maker, "YDS1" released, actor
Yujiro Ishihara used as commercial endorser.
Kitagawa Motor Co., Ltd. joins Yamaha Motor group.
16
1960
Showa Works Ltd. joins Yamaha Motor group.
First Yamaha outboard motor "P-7" released.
1961
First appearance in road race World GP at Round 3, the France GP.
Took 6th place in World GP 250cc class at round 4, the Isle of Mann TT Race in Britain.
CAT-21 wins 1st Pacific 1,000 km Motorboat Marathon.
1962
Won Novice 250 and 350cc classes of 1st All Japan Road Race Championship.
1963
Nationwide Yamaha Kai (authorized dealership organization) launched.
Won first 250cc class race in road race World GP (Belgium GP).
Won first 250cc class victory at the Daytona Grand Prix (U.S.).
1964
Siam Yamaha Co., Ltd founded in Thailand.
Won 1st Japan Motocross GP in 251cc and above class.
1965
Tie-up with Toyota Motor Co. to develop and manufacture Toyota 2000GT, model
displayed at the Tokyo Motor Show in Oct.
17
1966
Full export operations transferred from Nippon Gakki to YMC.
Yamaha-built Toyota 2000GT sets world records in 3 speed trials categories and
international records in 13 categories.
1967
Liaison office opened in Thailand.
1968
First Yamaha snowmobile "SL350" exhibited at Chicago Trade Show.
First trail model "DT-1" released.
First Yamaha FRP utility boat models "W-16" and "W-18" released.
1969
Sanshin Industries (present Yamaha Marine Co., Ltd.) joins Yamaha Motor group.
First Yamaha multipurpose engine model "MT100" released.
1970
First Yamaha motorcycle mounting a 4-stroke engine "XS1" released.
Yamaha Motor Co Brasil Ltda. (YMDB) founded in Brazil.
1971
Haraban Motor Co. founded in Indonesia in tie-up with Haraban Co. and local production
of motorcycles begun in Indonesia.
18
1972
Headquarters moved to present location in Iwata City.
First win in Motocross WGP Round 11, Luxembourg GP (500cc class).
1973
Yamaha Motor Canada Limited (YMCA) founded in Canada.
Yamaha wins 1st All Japan Trial Championship.
1974
Hisao Koike appointed second YMC president.
Won manufacturer titles in all classes of road race World GP, 125cc, 250cc, 350cc, and
500cc.
1975
"C7 Campaign" launched with aim of reducing cost by 7%.
OMDO (Overseas Market Development Operations) liaison office opened in Nigeria.
First Yamaha golf car model "YG292" released.
1976
First Yamaha industrial robot model, an "arc welding robot" released.
First Yamaha marine diesel "MD35" released.
19
1977
Yamaha "DT100E" and "XS650E" are top models in the industry to clear the U.S. 1978
emissions regulation.
The "soft bike" model "Passol" released.
1978
First Yamaha land car model "G1-AD" released.
First Yamaha snow-thrower model "YT665" released.
1979
Yamaha's first All Terrain Vehicle (ATV) model "YT125" released in the USA.
Energy saving 4-stroke engine system Yamaha Induction Control System (YICS)
developed.
1980
Computerized production management system Pan Yamaha Production Management
Control (PYMAC) implemented.
1981
Yamaha Guangzhou Service Center and Beijing Service Center opened in China.
1982
Technical Center opened at YMC headquarters.
Motorcycle production and marketing tie-up with Motobecane (France).
20
1983
Hideo Eguchi appointed third YMC president.
Yamaha Motor da Amazonia Ltda. (YMDA) founded in Brazil.
Yamaha Motor Australia Pty. Ltd. (YMA) founded.
1984
Signed contract to develop, produce and supply automobile engines to Ford Motor (U.S.).
1985
Local production of 125cc motorcycles begins in China with technological assistance to
Zhongguo Hangkong Jishu Jinchuguo Gongsi.
Signed an integration of technology and trade contract with China National Automotive
Industry Import & Export Corporation for the sales of CBU vehicles.
1986
Yamaha Motor Manufacturing Corporation of America (YMMC) founded in U.S.
First Yamaha personal watercraft (PWC) "MJ-500T" released.
Yamaha automobile racing engine "OX66" wins first race in Round 2, the All Japan
Suzuka Big 2+4 Race of the All Japan F2 Championship Series.
1987
First Yamaha gas heat pump (GHP) model "YGC401W" released.
21
1988
Cosworth Yamaha OX77 wins series title in All Japan F3000 Championship with Yamaha
OX77engine.
1989
YMC wins "PM Excellent Company Award".
1990
Corporate Mission; We Create Kando - Touching People's Hearts and long term
management vision announced.
1991
Established Environment Affairs Division.
1992
Established CCS (Customer Community Satisfaction) Committee to begin "Yamaha CCS
Movement".
1993
Regionally limited release of the electro-hybrid bicycle "PAS".
1994
Takehiko Hasegawa appointed as fourth YMC president.
"Yamaha" victorious in W60 class of the 6th Whitbread Round the World Yacht Race.
22
1995
YMC received 1995 TPM Special Award.
Escorts Yamaha Motor Ltd. (EYML) established in India at conclusion of first joint
venture agreement between Escorts and YMC.
1996
"Environment 2000 Plan" announced.
Yamaha is first domestic manufacturer to be awarded international ISO9002 certification
for motorcycles, snowmobiles, ATVs.
1997
Y's Gear Co., Ltd. Founded.
Liaison office opened in Shanghai, China.
1998
Yamaha Communication Plaza established at YMC headquarters.
1999
Nine Yamaha Motor factory and office sites win ISO14001 certification.
2010 Environmental Action Plan "Eco Cite YAMAHA" announced.
2000
Corporate ties with Toyota Motor Co. strengthened.
23
2001
Toru Hasegawa appointed as fifth YMC president.
2002
Announcement of new three-year plan "NEXT 50".
2003
Marine Engine Division reorganized as in-house company "ME Company".
2004
Start of "YAMAHA CCS 21 Campaign".
Won MotoGP rider championship title.
2005
Takashi Kajikawa appointed as sixth YMC president.
New medium-term management plan "NEXT 50 - Phase II" announced.
2006
Compliance Promotion Committee established.
2007
Number of motorcycles produced in Indonesia plants reaches a cumulative total of 10
million units.
2008
Yamaha wins MotoGP triple crown of manufacturer, team and rider championships.
24
2009
Tsuneji Togami appointed as seventh Yamaha Motor Company president.
Along with revisions in business result projections, policies of returning to profitability
on a consolidated income basis in fiscal 2010 and achieving a consolidated operating
income margin of 5% in fiscal 2012 were announced.
Yamaha Marine Co., Ltd. merged into YMC.
2010
Hiroyuki Yanagi appointed as eighth Yamaha Motor Company president.
Celebrated the 50th anniversary of Yamaha marine operations.
2011
Bike of the Year 2010 (SZ-X) by ET Zigwheels.
Motorcycle of the Year Above 150cc (SZ-R) by Bike India Awards.
Most Sporty, Best Styling & Success in Motorsports by Auto India.
GROUP COMPANIES
Japan
U.S.A.
Canada
Brazil
Colombia
Argentina
Mexico
25
Peru
France
Italy
Spain
Portugal
United Kingdom
Germany
Sweden
Austria
Hungary
Belgium
Turkey
Russia
China
Indonesia
Malaysia
Singapore
Vietnam
Thailand
Taiwan
India
Pakistan
Australia
26
PRESIDENT
Title Name
President and Representative Director Hiroyuki Yanagi
Representative Director Takaaki Kimura
Director Toyoo Ohtsubo
Director Yoshiteru Takahashi
Director Hiroyuki Suzuki
Director Kozo Shinozaki
Director Nobuya Hideshima
Director Masahiro Takizawa
Director (Outside) Yuko Kawamoto
Director (Outside) Masamitsu Sakurai
Director (Outside) Mitsuru Umemura
Standing Corporate Auditor Yutaka Kume
27
Standing Corporate Auditor Shigeki Hirasawa
Corporate Auditor (Outside) Norihiko Shimizu
Corporate Auditor (Outside) Tetsuo Kawawa
PRODUCT PROFILE
28
Yamaha motor is the world’s second largest producer of motorcycles. It also produces
many other motorized vehicles such as all terrain vehicles, boats, snow mobiles, outboard motors
and personal watercraft.
LAND
Motorcycles
- Sports bikes, trial bikes, racer bikes, moto crossers, etc.
Commuter Vehicles
- Scooters, business-use bikes.
Recreational Vehicles
- All terrain vehicles, side by side vehicles, snow mobiles.
Electro-Hybrid Vehicles
- Electro-hybrid bicycles.
WATER
Boats
- Power boats, sail boats, utility boats, custom boats.
Marine Engines
- Outboard motors, electric marine motors, marine diesel engines, stern
drives.
Water Vehicles
- Personal water craft, jet boats.
POWER PRODUCTS
29
Power Products
- Golf cars, land cars, generators, multipurpose engines, water pumps, snow
throwers, etc.
INDUSTRIAL PRODUCTS
Automobile Engines
Aeronautics
Pools - Pools, water slide systems, aqua trainer tabs, pool-related equipment.
Intelligent Machinery- Surface mounters, lamp art industrial robots.
MOTORCYCLES
Yamaha Alba
Yamaha Crux
Yamaha Gladiator
Yamaha SS/RS
Yamaha Libero
Yamaha Libero G5
Yamaha MT 01
Yamaha R15
Yamaha SZ
Yamaha YBR
Yamaha SS
Yamaha YZFR6
Yamaha R125
30
Yamaha BWS125Fi
CURRENT LINE-UP
Yamaha VMAX
Yamaha MT01
Yamaha YZFR1
Yamaha FZ1
Yamaha FZFR15
Yamaha FAZER
Yamaha FZ-S
Yamaha FZ
Yamaha SZ-R
Yamaha SZ
Yamaha SZ-X
Yamaha SS125
Yamaha YBR125
Yamaha YBR110
Yamaha CRUX
ALL-TERRAIN VEHICLES
BW80/200/350
31
YFZ450
Raptor 80/350/660/700
Blaster 200
Banshee 350
Warrior 350
Bruin 350
Kodiak 400/450
Grizzly 80/125/350/400/450/600/660/700
Big bear 400
Wolverine 350/450
Tri-Z250
SNOW BLOWERS
YT-600E
YT-600ED
YT-660EDT
YS-870
YS-870J
YS-1070
YT-1080ED
YT-1080EX
YT-1290EX
YT-1290EXR
YS-1390A
32
YS-1390AR
YAMAHA-R15
OUTBOARD MOTORS
4 stroke series
4 stroke jet drive series
2 stroke V6
2 stroke portable / mid range
PERSONAL WATERCRAFT
Wave Runner
GOLF CARTS
Yamaha
Yamaha Drive
YAMAHA-R15
INTRODUCTION TO R15
33
Racing Instinct - Passing on the “R series” DNA
Humchine Technologies & Sensual Racing Form -
The YZF-R1 and YZF-R6 are equipped with under cowls that are based on the image of a
diffuser, to give them the best form for aero-management. These are not cowls for simply
enclosing the engine, but forms composed of blade surfaces that actively control airflow. This
spirit has been directly inherited by the YZF-R15 version 2.0.
“Harmony between rider and machine.” YAMAHA's Human Technology involves studying
the form of the motorcycle actually in motion with the rider on it. The R series is the
embodiment of
1) A wide frontal space that protects the rider,
2) An easy to ride seating area that gives riders the freedom of movement and allows them to
steer effectively,
3) The glamorous tail treatment that takes into account the management of airflow behind the
rider, and
4) A sensual racing form that brings all 3 of these elements together in a harmonious package.
These characteristics have been splendidly reproduced in the YZF-R15 version 2.0.
The YZF-R15 version 2.0 is a new model that has been developed under the concept of a
“Graded Up R15.” While maintaining the proven ease of handling of the existing R15, the R15
version 2.0 boasts of spruced up looks and better performance in circuit riding. The design
34
elements are borrowed from the super sport model YZF-R1 that is adapted from YZR-M1
MotoGP race machine.
The YZF-R15 version 2.0 – is a 150cc liquid-cooled 4-stroke fuel injected bike. The R15
version 2.0 has undergone changes as compared to the present YZF-R15 in the specs of the
Engine Control unit (ECU), drivetrain unit, a long aluminum swing arm, wider front and rear
tires (radial tire for the rear), split seat, LED taillights and new-design middle cowl & tail cowl.
SPECS
The R15 version 2.0 has undergone changes in the specs of the Engine Control unit
(ECU), drivetrain unit, a long aluminum swing arm, wider front and rear tires (radial tire for the
rear), split seat, LED taillights and new-design middle cowl & tail cowl to experience the leaner
and meaner performance.
ENGINE
Engine type Liquid-cooled, 4-stroke, SOHC, 4-valve
Cylinder arrangement Single cylinder
Displacement 149.8cc
Bore & Stroke 57 × 58.7mm
Compression ratio 10.4:1
Maximum power 17PS/ 8,500rpm
35
Maximum torque 15N.m / 7,500rpmm
Starting system Electric start
Lubrication wet sump
Fuel tank capacity 12 liters
Fuel supply system Fuel Injection
Ignition system T.C.I
Primary / Secondary reduction ratio 3.042 / 3.133
Clutch type Wet Multiple-disc
Transmission type Return type 6-speed
Gear ratios 1st=2.833, 2nd=1.875, 3rd=1.364,
4th=1.143, 5th=0.957, 6th=0.84
CHASSIS
Frame type Delta box
Caster / Trail 26° / 98mm
36
Tire size (Front / Rear) 90/80-17 / 130/70-R17
Brake type (Front / Rear) Hydraulic, single disc (Front / Rear)
Suspension type (Front / Rear) Telescopic / Linked type Monocross
Headlight Lo beam12V/35W X1, Hi beam12V/35W
X2
Battery 12V, 3.5Ah (10H)
DIMENSIONS
Overall length x width x height 1,970mm x 670mm × 1,070mm
Seat height 800mm
Wheelbase 1,345mm
Minimum ground clearance 160mm
Kerb weight 136Kg
FEATURES
Engine
Liquid-cooled
DIASIL Cylinder
Fuel Injection
37
Chassis
Deltabox Frame
Linked type Monocross suspension
Aluminium Swingarm
Split Seat
Wider Radial Rear Tyre
LED Taillights
New-design middle cowl
New tail cow
Rear Disc Brake
5-spoke type wheels
Exhaust System Design
Double Horn
Designer rear mud guard.
Dimensions & Weight Engine
Length(mm) 1,995 TypeLiquid-cooled, 4-stroke,
SOHC, 4-valve
Width(mm) 670 Displacement (cc) 149 .8cc
38
Height(mm) 1,070 Transmission Return type 6-speed
Wheelbase(mm) 1,290
Ground Clearance (mm) 160
Seat height (mm) 790
Kerb Weight (kgs) 131
Front Telescopic Front Brake Type Hydraulic, single disc
Rear Linked type Monocross Rear Brake Type Hydraulic, single disc
Tyres Performance
Front 80/90-17 Max. Horsepower 17PS / 8,500rpm
Rear 100/80-17 Max. Torque 15 N.m / 7,500rpm
Fuel Tank Capacity 12 liters
Other informationCompression
Ratio10.4:1
Headlight (low) 12V35W/35W / 35W Fuel System / type Electronic fuel injection
Headlight (high) 12V35W / 35W /35W Primary Reduction 3.042
39
Ratio
STRIKING FEATURES
Equipped with aluminum die casting technology based DiASil Cylinder ensures excellent heat
dissipation and helps improve fuel efficiency.
Liquid cooled engine for stable performance and better riding.
Delta box frame for comfortable and easy handling.
The R series styling and design that makes R15 a strong muscular giant on the road.
Front and Rear Tubeless tyres.
Front and Rear Disc Brakes.
Six Speeds transmission.
The design offers an easy sitting posture for better control on the roads.
DESCRIPTION
Get on the seat of this latest super sport bike Yamaha R15 and flaunt your distinctive
class. This 150 cc giant like motorcycle Yamaha R15 is based on the world famous 'R' series and
has been packed with cutting edge technologies of engine, suspension and transmission to offer
the rider a refined, better controlled and fuel-efficient performance. Make your selection among
the two hot-sizzling colors of Blue and Graphite and you would become all set to make your
mark.
Yamaha Motor India Limited has launched a new and sporty bike model "Yamaha R 15"
also known as Yamaha YZF R15 into the 150 cc bikes segment. The eye-catching supersports
40
motorcycle image of Yamaha R15 is teamed up perfectly with a state-of-the-art technology that
promises to offer a high level of balance between style and performance. The all new Yamaha
YZF R15 bike is powered with a liquid cooled 149.8cc, four-valve fuel injected engine that
exhales 17 bhp, six speed gear transmission and Delta box frame that makes riding this bike a
gliding experience on the roads.
Yamaha Motor India Limited has launched a new and sporty bike model "Yamaha R 15"
also known as Yamaha YZF R15 into the 150 cc bikes segment. The eye-catching supersports
motorcycle image of Yamaha R15 is teamed up perfectly with a state-of-the-art technology that
promises to offer a high level of balance between style and performance. The all new Yamaha
YZF R15 bike is powered with a liquid cooled 149.8cc, four-valve fuel injected engine that
exhales 17 bhp, six speed gear transmission and Deltabox frame that makes riding this bike a
gliding experience on the roads.
QUOTES-UNQUOTES
This particular bike looks very racy but actually a very mediocre person can also drive
this bike as you have probably seen today."
-Tsutomu Mabuchi Managing Director, Yamaha India.
PRICE
The price of Yamaha R15 Bike is between Rs. 1, 03,000.
(Please Note: The prices are ex-showroom and based on the close approximation.
R15 COMPARED WITH BAJAJ AND HERO HONDA
41
BAJAJ PULSAR 220 DTSi HERO HONDA KARIZMA
R
YAMAHA YZF R15
RS.87125.00 RS.82220.00 RS.97425.00
TYPE SPORTS SPORTS SPORTS BIKE
Top speed 126Kph 125Kph 145Kph
Fuel
consumption(city)
32.00
Fuel
consumption(highway
)
43.00
ENGINE SPECIFICATIONS
Displacement 223cc 149.8cc liquid cooled,
4-stroke
Man Power 20.06ps@8500rpm 17bhp@7000rpm 17bhp@8500rpm
Man Torque 19.12mm@6000rpm 1.87kgm@6000rpm 15mm@7500rpm
Gears 5 speed 5 speed 6 manual
Clutch 177 150 Wet plate
Bore 67 NA 57
Stroke 62.4 NA 58.7
No. of Cylinders 1
42
Cylinder configure NA NA
Value per Cylinder 4
Cooling type Liquid cooling
0 to 60 4.84 sec 3.20 sec
100 to 0
DIMENSIONS
Length 1995.00mm
Width 670.00mm
Height 1070.00mm
OTHER SPECIFICATION
weight 13600kg 150.00kg 131.00kg
Ground clearance 177.00mm 150.00mm 160.00mm
Fuel tank 15.00ltrs 15.00ltrs 12.00ltrs
Wheel base 1350mm 1355mm 1290mm
Head lamp 12v35w/35w+35w
Active & passive
safety
Suspension(front) Telescopic
Suspension(rear) Linked type mono
43
cross
Brakes 260mm disc 260mm disc Liquid cooling
hydraulic single disc
INDUSTRY PROFILE
The two-wheeler industry in India has been in existence since 1955. It consists of three
segments
44
1. Scooters
2. Motorcycles
3. Mopeds
Indian Automotive Industry consists of five segments,
Commercial vehicles
Multi-utility vehicles and Passenger cars
Two-wheelers
Three-wheelers
Tractors
With 5,822,963 units sold in the domestic market and 453,591 units
exported during the first nine months of the FY2010 (9MFY2010), the industry (excluding
tractors) marked a growth of 17%. Two-wheelers sales have witnessed a spectacular growth
trend since mid nineties.
TWO-WHEELER MARKET SIZE AND GROWTH
In terms of volume 4,613,436 units of two-wheelers were sold in the country in
9MFY2011 with 2,56,765 units exported. The total two-wheeler sales of an Indian industry
accounted for around 77.5% of the total vehicles sold in the period mentioned.
45
The increase in sales volume of this industry is proof of its high growth. In 1971, sales
were around 0.1 million units per annum. But by 1998, this figure had risen to 3 million units per
annum. Similarly, capacities of production have also increased from about 0.2 million units of
annual capacity in the seventies to more than 4 million units in the last nineties.
DEMAND DRIVERS
The Demand for two-wheelers has been influenced by a number of tractors over the past
five years. The Demand Drivers for the growth of two-wheeler industry are as follows:
Inadequate public transportation system, especially in the semi-urban and rural areas.
Increased availability of cheap consumer financing in past 3-4 years.
Increasing availability of fuel-efficient and low-maintenance models.
Increasing urbanization which creates a need for personal transportation.
Changes in Demographic profile.
Difference between two-wheelers and passenger car prices, which makes two-wheelers
the entry-level vehicles.
Steady increase in per capita income over the past five years.
Increasing number of models with different features to satisfy consumer needs.
TOP TEN PLAYERS IN INDIAN AUTO MOBILE SECTORS
Maruti Suzuki India
Hero Motors Limited
Tata Group
46
Bajaj Auto Limited
Mahindra Group
Ashok Leyland
Yamaha Motor India
Hyundai Motors India Limited
Toyota Kirloskar Motor Private Limited
Honda Motor India Private Ltd.
SCOPE OF THE STUDY
1. The Research was carried out to find the factors which influence Customer Satisfaction
level to a maximum level.
47
2. The study projects that Customer Satisfaction level change with the change in various
factors like evaluating and change during the delivery of vehicles and after sale
evaluation.
3. The study mainly on Yamaha R15 bike with the comparison brought out which shows the
range of R15.
4. This research is an attempt to provide feedback to Yamaha motors and the showroom
dealers, so that they can bring out changes in various department of their organization
that which will help them in becoming a number 1 motorcycle brand company in India.
5. The study here targets on Customer Satisfaction towards Two-Wheeler specifically
related to Yamaha R15 which is obtained from the survey.
6. The study underwent is related to urban areas and semi-urban areas at Hosur and
Dharmapuri town.
OBJECTIVES OF THE STUDY
1. To Study about Yamaha Motors.
2. To Study the Customer Preference towards Yamaha R15.
48
3. To Evaluate the Satisfactory level of Customers towards Yamaha Motors with special
reference to Yamaha R15.
4. To analyze the performance of Yamaha R15.
5. To Study about the factors influencing the selection of R15 bikes.
6. To Identify and analyze the Comparison between Bajaj and Hero Honda Super bikes.
7. To Study the Survey result and provide some Valuable Suggestion for the better Sale of
Yamaha Two-Wheelers.
LIMITATIONS OF THE STUDY
1. Present research is geographically restricted to Hosur and Dharmapuri town only. Hence
the result cannot be exploited to other places.
2. One of the biggest limitations with the project work is the Time factor.
49
3. Another limitation was with the Language. Since the people I interviewed were both
literate and also illiterate there was a problem in language in making them understand.
4. The sample size is small due to insufficient time allotment.
5. The seriousness of the respondent and the ability to justify the answers were also one
among the limitations.
6. The study is restricted only to the organized sector of two-wheeler industry.
RESEARCH METHODOLOGY
MEANING OF RESEARCH
Research is composed of two syllables, a prefix re and a verb search.
Re means again, anew, over again.
50
Search means to examine closely and carefully, to test and try, to probe.
The two words form a noun to describe a careful and systematic study in some field of
knowledge, undertaken to establish facts or principles.
Research is an organized and systematic way of finding answers to questions.
RESEARCH DEFINITION
"Research is a process of steps used to collect and analyze information to increase our
understanding of a topic or issue". It consists of three steps: Pose a question, collect data to
answer the question, and present an answer to the question.
-“Creswell”
RESEARCH PROCESS
Choosing the research problem
Review of related literature
Collection of data
Interpretation of data
Preparing the research report
METHODS OF RESEARCH
Historical method: to reconstruct the past objectively and accurately, often in relation to
the tenability of a hypothesis.
Descriptive method: to describe systematically a situation or area of interest factually
and accurately.
51
Developmental method: to investigate patterns and sequences of growth and/or change
as a function of time.
RESEARCH METHODOLOGY
Procedures used in making systematic observations or otherwise obtaining data,
evidence, or information as part of a research project or study (Note: Do not confuse with
"Research Design," which refers to the planning and organization of such procedures).
Objective and the purpose of the study
To understand the customer satisfaction level of yamaha R15
Features and the benefits of the Two-Wheeler considered as important factor
of customer satisfaction.
To know people perception towards R15available.
SIGNIFICANCE OF THE STUDY
Variables under study
- Dependent variable : customer satisfaction.
- Independent variable : price, after sales services.
DEFINITION OF RESEARCH DESIGN
"A r e sea r ch de s ign i s t he determination and statement of the general research
approach or strategy adopted/or the particular project. It is the heart of planning. If the design
adheres to the research objective, it will ensure that the client's needs will be served."
-David J. Luck and Ronald S. Rubin
52
DESIGN
Types of Research Design Exploratory Research Design
Source of Data - Primary data : Survey method
- Secondary data : Internet, Magazines, News papers
Research Equipment Questionnaire
Sampling Technique Non Probability Technique – Random Convenience
sampling method
Sample Size 50 Samples with 2 Dealer services
Area of Research Hosur and Dharmapuri
DESCRIPTIVE RESEARCH
This method is undertaken when the researcher is interested in knowing about the
characteristics of certain groups such as age, sex, educational level, income, the relationship
between two or more variable.
This method was the most suitable in my research work
DATA COLLECTION
There may be different types of information and data, some of the information may be
unpublished, some is complete and some is incomplete, some is reliable data and some is based,
it is necessary for researcher to know the information which is usually employed in marketing
research work and the types of sources from which it is generally collected. The research
problem decides the nature of the sources of data. They may be ,
53
1. Primary data
2. Secondary data
METHODS OF DATA COLLECTION
There are two methods of data collection.
1. Internal sources
2. External sources
INTRNAL SOURCES
Internal sources are all the companies own records, registers, documents, etc.
EXTERNAL SOURCES
All other sources of information are external sources of data. Another was of classifying
the sources of information.
1. Primary data
2. Secondary data
1. PRIMARY DATA
Primary data is being collected during the course of asking questions by performing
surveys. Primary data is obtained either through respondent, either through questionnaire or
through personal interview.
I have collected the data through both personal interview and questionnaire.
54
2. SECONDARY DATA
Secondary data are the data already available in the form of print material, website,
journals, etc; I have used some magazines, news papers, websites and course materials for that
purpose.
RESEARCH TOOL
I have used the structured questionnaire in my research process which has carefully
designed keeping the entire objective in mind.
SAMPLING PLAN
The process of collecting observation from the elements of a large population may be
expensive, time consuming and difficult. It will be cheaper and quicker to collect information
from a sample plan of the population.
A sample is a subset of population through a valid statistical procedure so that it can be
regarded as representative of the entire population. The valid statistical procedure of drawing
sample from the population is called sampling. Sampling plan consists of the following elements:
SAMPLE UNITS
My sample units were,
Dealers
Service center
Customers
55
SAMPLE FRAME
The entire list of sample unit is known as sample frame. In this project my sample frame
was Hosur and Dharmapuri town.
SAMPLE SIZE
In this project being aware of time and cost constraints sample size was limited to 2
dealers and 50 customers.
SAMPLE METHOD
In my research I have used Convenient Sampling.
CONTACT METHOD
Contact method used in this project is personal interview. The methods of collecting
information through personal interviews are usually carried out in a structured way.
FIELD SURVEY
I have started the survey for accuracy of data I picked my sampling unit from some parts
of the city and then went on to analysis and report making part.
56
DATA ANALYSIS AND INTERPRETATION
Table 1
Age wise classification of the Respondents
57
Source: Primary Data
Inference
From the above table it is inferred that, 50% of the Respondents are above the age
group 24-30.
58
LEVEL OPTIONSNO.OF
RESPONDENTS% OF RESPONDENTS
16-20 5 10
20-24 15 30
24-30 25 50
30 AND ABOVE 5 10
TOTAL 50 100
Chart 1
Age wise classification of the Respondents
16-20 20-24 24-30 30 AND ABOVE TOTAL0
20
40
60
80
100
120
140
160
NO.OF RESPONDENTS % OF RESPONDENTS
59
Table 2
Geographical existence of the Respondents
LEVEL OPTIONS NO.OF RESPONDENTS % OF RESPONDENTS
RURAL 2 4
URBAN 18 36
SEMI-URBAN 30 60
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 60% of the Respondents are from Semi-urban
regions, 36% were from urban and 4% Rural Similarly.
60
Chart 2
Geographical existence of the Respondent
RURALURBANSEMI-URBANTOTAL
61
Table 3
Classification of Respondents based on
awareness about Yamaha Motors and its Products.
OPTIONNO.OF
RESPONDENTS% OF RESPONDENTS
YES 47 94
NO 3 6
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 46% of the Respondents are aware about
Yamaha and its products while 6% are unaware.
62
Chart 3
Classification of Respondents based on
awareness about Yamaha Motors and its Products.
YES NO TOTAL0
10
20
30
40
50
60
70
80
90
100
NO.OF RESPONDENTS% OF RESPONDENTS
63
Table 4
Classification of the Respondents based on the
Knowledge towards 150cc sports bike
Yamaha R15.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
YES 30 60
NO 20 40
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 60% of the Respondents have knowledge
about India’s first 150cc sports bike Yamaha R15.
64
Chart 4
Classification of the Respondents based on the
Knowledge towards 150cc sports bike
Yamaha R15.
YESNOTOTAL
65
Table 5
Classification of Customer’s choice
of preference towards bikes.
OPTIONSNO.OF
RESPONDENTS% OF RESPONDENTS
YAMAHA 15 30
HONDA 11 22
BAJAJ 8 16
TVS 12 24
SUZUKI 4 8
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 30% of the Customers choice are towards
Yamaha while 22% towards Honda, 16% Bajaj, 24% TVS and 8% Suzuki similarly.
66
Chart 5
Classification of Customer’s choice
of preference towards bikes.
YAMAHA HONDA BAJAJ TVS SUZUKI TOTAL0
10
20
30
40
50
60
70
80
90
100
NO.OF RESPONDENTS 50
% OF RESPONDENTS 100
Axis Title
Axis Title
67
Table 6
Classification of the Respondents based on
the better choice of bike.
OPTIONSNO.OF
RESPONDENTS% OF RESPONDENTS
YAMAHA 10 20
HONDA 14 28
BAJAJ 8 16
TVS 12 24
SUZUKI 6 12
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 28% of the Customers choice of consuming a
better bike goes to Honda while 24% on TVS and 20% on Yamaha.
68
Chart 6
Classification of the Respondents based on
the better choice of bike.
YAMAHA HONDA BAJAJ TVS SUZUKI TOTAL0
20
40
60
80
100
120
140
160
% OF RESPONDENTSNO.OF RESPONDENTS
69
Table 7
Customers satisfaction level on
Yamaha.
OPTIONSNO.OF
RESPONDENTS% OF RESPONDENTS
YES 43 86
NO 7 14
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 86% of the are satisfied with Yahama.
70
Chart 7
Customers satisfaction level on
Yamaha.
YES NO TOTAL
43
7
50
86
14
100
NO.OF RESPONDENTS % OF RESPONDENTS
71
Table 8
Classification of customers based on the
preference toward Yamaha bikes.
OPTIONSNO.OF
RESPONDENTS% OF RESPONDENTS
R15 11 22
CRUX 20 40
LIBERO 2 4
FZ 8 16
FAZER 9 18
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 40% of the Customers prefer Crux while only
11% of customers preferences are towards R15.
72
Chart 8
Classification of customers based on the
preference toward Yamaha bikes.
R15CRUX
LIBEROFZ
FAZERTOTAL
1120
2 8 9
5022
40
416 18
100
NO.OF RESPONDENTS % OF RESPONDENTS
73
Table 9
Classification of respondents on the basis of
Preference to R15.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
YES 40 80
NO 10 20
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that,80% of the Respondents are saying NO, so it
clearly defines that, customers prefer R15 bikes.
74
Chart 9
Classification of respondents on the basis of
Preference to R15.
YESNO
TOTAL
0
10
20
30
40
50
60
70
80
90
100
NO.OF RESPONDENTS% OF RESPONDENTS
Axis Title
Axis Title
75
Table 10
Factors influencing the Respondents in
Preferring Yamaha R15.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
SPEED 28 56
MILEAGE 0 0
DESIGN 12 24
MODEL 10 20
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 56% of the Respondents prefer R15 on basis of
Speed while 24% on basis of Design and 20% on Model respectively.
76
Chart 10
Factors influencing the Respondents in
Preferring Yamaha R15.
SPEED
MILEAGE
DESIGN
MODEL
TOTAL
0 10 20 30 40 50 60 70 80 90 100
28
0
12
10
50
56
0
24
20
100
% OF RESPONDENTS NO.OF RESPONDENTS
77
Table 11
Respondent’s choice of buying
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
SPEED 30 60
MILEAGE 0 0
DESIGN 10 20
MODEL 8 16
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 60% of the Respondents are consuming R15
with Speed as its special feature.
78
Chart 11
Respondent’s choice of buying
SPEED MILEAGE DESIGN MODEL TOTAL
NO.OF RESPONDENTS 30 0 10 8 50
% OF RESPONDENTS 60 0 20 16 100
10
30
50
70
90
110
79
Table 12
Opinion of the Customers based on factors
that influence in selection of R15.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
SPORTS BIKE 23 46
TOP SPEED 18 36
ATTRACTIVE
LOOK9 18
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 46% of the Respondents select R15 on basis of
Sports bike while 36% touches with Top speed and 18% on Attractive look similarly.
80
Chart 12
Opinion of the Customers based on factors
that influence in selection of R15.
SPORTS BIKETOP SPEEDATTRACTIVE LOOKTOTAL
81
Table 13
Opinion of the Customers based on the
satisfaction level towards R15.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
HIGHLY
SATISFIED7 14
SATISFIED 31 62
AVERAGE 10 20
DISSATISFIED 2 4
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 62% of the Respondents are satisfied with their
R15’s and 14% go through with highly satisfied.
82
Chart 13
Opinion of the Customers based on the
satisfaction level towards R15.
HIGHLY SATISFIED7%
SATISFIED31%
AVERAGE10%
DISSATISFIED2%
TOTAL50%
83
Table 14
Opinion of the Customers with their
Preference towards brakes.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
DISC BRAKE 46 92
ORUM BRAKE 4 8
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that,92% of the Respondents prefer using Disc
brake than an Orum brake.
84
Chart 14
Opinion of the Customers with their
Preference towards brakes.
DISC BRAKEORUM BRAKETOTAL
85
Table 15
Opinion of the Customers about
Preference towards wheels.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
SPOKE WHEEL 8 16
ALLOY WHEEL 42 84
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 84% of the customers prefer to consume alloy
wheels when only 16% prefer spoke wheels.
86
Chart 15
Opinion of the Customers about
Preference towards wheels.
SPOKE WHEEL ALLOY WHEEL TOTAL 0
20
40
60
80
100
120
140
160
% OF RESPONDENTSNO.OF RESPONDENTS
Axis Title
Axis Title
87
Table 16
Satisfactory Level of the Respondents regarding
Services offered by the dealers.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
HIGHLY
SATISFIED3 6
SATISFIED 43 86
DISSATISFIED 4 8
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 86% of the customers are getting satisfied with
the services that are offered by the dealers.
88
Chart 16
Satisfactory Level of the Respondents regarding
Services offered by the dealers.
HIGHLY SATISFIED SATISFIED DISSATISFIED TOTAL
3
43
4
50
6
86
8
100NO.OF RESPONDENTS % OF RESPONDENTS
89
Table 17
Opinion of Respondent on the basis
of preference with Version.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
VERSION 1.0 28 56
VERSION 2.0 15 30
BOTH 7 14
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 56% of the Respondents prefer to take Version
1.0 when 30% prefers Version 2.0 and 14% both relatively.
90
Chart 17
Opinion of Respondent on the basis
of preference with Version.
VERSION 1.0VERSION 2.0BOTHTOTAL
91
Table 18
Opinion of Respondents regarding the
Better performance.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
VERSION 1.0 23 46
VERSION 2.0 17 34
BOTH 10 20
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that, 46% of the customers chosen Version 1.0 as a
better performer while compared with Version 2.0.
92
Chart 18
Opinion of Respondents regarding the
Better performance.
23%
17%
10%
50%
VERSION 1.0 VERSION 2.0 BOTH TOTAL
93
Table 19
Opinion of Respondents regarding the
Price of R15.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
EXPENSIVE 34 68
TOO
EXPENSIVE10 20
REASONABLE 6 12
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that,68% of the customers says that the price of R15
is expensive while 20% says Too expensive, similarly 12% with reasonable.
94
Chart 19
Opinion of Respondents regarding the
Price of R15.
EXPENSIVE34%
TOO EXPENSIVE10%
REASONABLE6%
TOTAL 50%
95
Table 20
Opinion of Respondents on basis of
Buying unit.
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
WORTHY 40 80
NOT WORTHY 3 6
TO SOME
EXTENT7 14
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that,80% of the respondent denies that its worth in
buying whereas 6% says not worthy and 14% to some extent.
Chart 20
96
Opinion of Respondents on basis of
Buying unit.
FOR SURE
MAYBE
NOT AT ALL
TOTAL
0102030405060708090
100
38
10
2
50
76
20
4
100
38
10
2
50
76
20
4
100
NO.OF RESPONDENTS % OF RESPONDENTS NO.OF RESPONDENTS % OF RESPONDENTS
Table 21
97
Opinion of Respondents towards consuming
when the price fall
OPINIONNO.OF
RESPONDENTS% OF RESPONDENTS
FOR SURE 38 76
MAYBE 10 20
NOT AT ALL 2 4
TOTAL 50 100
Source: Primary Data
Inference
From the above table it is inferred that,76% of the respondent prefer to buy R15 if the
price comes down and 20% respondents state that they may while 4% were not interested in
preferring.
Chart 21
98
Opinion of Respondents towards consuming
when the price fall
FOR SURE MAYBE NOT AT ALL TOTAL
38
10
2
50
76
20
4
100NO.OF RESPONDENTS % OF RESPONDENTS
FINDINGS
99
1. The study finds that out of 50 respondents the majority of respondents belong to the age
group between 24-30 while the rest are between 16-20, 20-24 and 30 and above
respectively.
2. It is inferred that the majority of respondents are from Semi-Urban regions while 36%
were from Urban and 4% Rural similarly.
3. The survey states that out of 50 respondents 46% of them are aware about the product
while 6% are unaware.
4. The table states that 60% of the respondents have knowledge about India’s first 150cc
sports bike Yamaha R15.
5. From the study it is inferred that majority of customers choice are towards Yamaha while
few towards Honda, Bajaj, TVS and Suzuki respectively.
6. It is found that only 20% of customers consume Yamaha whereas Honda leads in
consumption.
7. The research states the satisfaction level of customers are high toward Yamaha.
8. The study infers that the majority of customers prefer Crux than R15.
9. The survey infers that most of the respondents shows interest in preferring R15 bikes.
10. The study states that customers prefer R15 on the basis of speed. 60% of respondents are
coming out with Speed as their buying feature.
11. From the study it is found that most of the customers prefer Disc brake rather than
Orum’s. The same way Alloy wheels rather than Spokes.
12. The research results in 86% of respondents getting satisfied by the services that are
offered by Yamaha dealers.
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13. The study infers that out of 50 respondents majority shares their opinion that they prefer
Version 1.0 the most.
14. The main finding of the study relates with price factor. It is inferred that most of the
respondents says that R15 is too expensive while few says it’s reasonable.
15. From the research it is found that 80% of respondents denies its worth in buying while
just 6% says not worthy and 14% to some extent.
16. The study finally finds that , if the price of R15 comes down more than 76% of
respondents shows interest in preferring R15.
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SUGGESTIONS
1. Introduction to New Brand - Yamaha should introduce new bikes in the market. It will
definitely make the market oligopolistic but will improve the condition of Yamaha.
2. Bike in 150 cc segment – Yamaha does not have many successful bike in this segment.
Yamaha needs to introduce a bike in this segment which can compete with the other
brands on price, power pickup, mileage and style.
3. The company should also launch some cheaper models so that the students can buy
more..
4. Focus should be on teenagers, young and executives as they represent largest portion of
the bike users segment.
5. Indian customers generally do not use bike for fashion but as a necessity so mileage
should be a concern. So it needs to create a better image in the mind of its customers
regarding mileage.
6. Provide better sales follow up which almost every brand lacks – the research has showed
that the bike users of all brands are dissatisfied with their after sales experience. This is a
big loop hole which Yamaha can use to improve its brand image and to gain more
customers.
7. It has been found from the research that Yamaha has got the most loyal customers. But
when it comes to Yamaha people still talk about RX100. Yamaha should develop a bike
like RX100, and this time mileage and style should also be considered.
8. The company should follow an aggressive selling concept.
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CONCLUSION
After the completion of project I have seen the different aspects of this final Research
project. Also I have gained some knowledge and new experiences about the consumer
research. While surveying I have met a large number of people, with different perceptions,
with different nature, and as a result of this I have learnt a lot of things like how to talk with
different people with different behavior.
After the separation the Main focus of Yamaha has been to capture the Indian Market
through its products which are best in terms of style & design and is trying to achieve the
target of 14% which it has laid down for the coming years its recent launched bike R15 have
shaken the market leader like Bajaj & Hero Honda and is giving them a tough competition
and soon going to launch few more bikes in the market. But in a country like India, where
customer generally appreciates mileage it becomes necessary for a company like Yamaha
which produces bikes whose prices are towards the higher end to focus on other factors too
which influence the consumer choice of product like Prices, after sale servies and many
more.
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BIBILIOGRAPHY
Books
1. Research Methodology written by C.R.Kothari.
2. Marketing Management written by Philip Kotler.
3. Consumer Behavior written by Schiffman & Kanuk.
News papers & Magazines
1. Business Line
2. The Economics Time
3. The Indian Express
4. Business Today
Websites
1. www.google.com
2. www.yamahamotors.co.in
3. www.yamahar15.co.in
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ANNEXURE
A STUDY ON CUSTOMER SATISFACTION LEVEL TOWARDS
YAMAHA MOTORS WITH SPECIAL REFERENCE TO YAMAHA R15
QUESTIONNAIRE
1. Name :
2. Address :
3. Age :
4. Phone no :
5. Driving experience :
6. Location
[ ] Rural [ ] Urban [ ] Semi urban
7. Do you own a two-wheeler?
[ ] Yes [ ] No
8. Are you aware of Yamaha motors and its products?
[ ] Yes [ ] No
9. Have you seen India’s first 150cc sports bike Yamaha R15?
[ ] Yes [ ] No
10. Which company’s bike would you like to purchase?
[ ] Yamaha [ ] Honda [ ] Bajaj [ ] Tvs [ ] Suzuki
[ ] Others (specify)……………………….
11. Which one you think to be better and why?
[ ] Yamaha [ ] Honda [ ] Bajaj [ ] Tvs [ ] Suzuki
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12. Are you satisfied with Yamaha?
[ ] Yes [ ] No
13. Which bike you prefer in Yamaha?
[ ] R15 [ ] Crux [ ] Libero [ ] FZ [ ] Fazer
14. Would you like to prefer Yamaha R15?
[ ] Yes [ ] No
15. If yes then on what basis?
[ ] Speed [ ] Mileage [ ] Design [ ] Model
16. Which feature you would like to prefer the most while purchasing?
[ ] Speed [ ] Mileage [ ] Design [ ] Model
17. Which factor influenced you in selection of Yamaha R15?
[ ] Sports bike [ ] Top speed [ ] Attractive look
18. How is your satisfactory level towards R15?
[ ] Highly satisfied [ ] Satisfied [ ] Average [ ] Dissatisfied
19. Which type of brake you prefer the most?
[ ] Disc brake [ ] Orum brake
20. Which type of wheel you prefer the most?
[ ] Spoke wheel [ ] Alloy wheel
21. Are you satisfied with the dealer services of Yamaha Company?
[ ] Highly satisfied [ ] Satisfied [ ] Dissatisfied
22. Which version of R15 you prefer?
[ ] Version 1.0 [ ] Version 2.0 [ ] Both
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23. Which version performs better?
[ ] Version 1.0 [ ] Version 2.0 [ ] Both
24. What do you think about the price of R15?
[ ] Expensive [ ] Too expensive [ ] Reasonable
25. Is it worth in buying this bike?
[ ] Worthy [ ] Not worthy [ ] To some extent [ ] Not at all
26. If the price value of R15 comes down will you prefer to buy?
[ ] For sure [ ] Maybe [ ] Not at all
Suggestions / feedback and comments about your Yamaha R15…………………………..
……………………………………………….
……………………………………………………………………………….
…………………………………………………………………………
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