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A
RESEARCH REPORT
ON
CONSUMER BEHAVIOURIN TWO WH EELERS INDUSTRIES
WITH SPECIAL REF. TO
2011-13
SUBMITTED FOR REQUIREMENT OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED TO SUBMITTED BY
DR.HARI PRAKASH ZIAUDDIN KHAN
(DIRECTOR SIR) MBA (4TH sem)
Roll No. 1127270118
GREATER NOIDA INSTITUTE OF TECHNOLOGY
GREATER NOIDA
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This is to certify that the SUMMER TRAINNING ProjectReport entitled CONSUMER BEHAVIOUR IN TWO WHEELERS
INDUSTRIES being submitted by ZIAUDDIN KHAN forfulfillment of the requirement of Mahamaya Technical
University is a record of an independent work done by hisunder my guidance and supervision.
Prof. Hari Praksh
Director-MBA Guide
Greater Noida Institute of Technology Mr.Shiv
ranjan
GNIT, Greater Noida.
(MBA Institute)-Code: 272
DECLARATION
CERTIFICATE
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I, ZIAUDDIN KHAN to declare that the project report entitled
CONSUMER BEHA VIOUR IN TWO WHEELERS INDUSTRIES being submitted to the MAHAMAYA TECHNICAL UNIVERSITY for the partial
fulfillment of the requirement for the degree of Master of BusinessAdministration is my own endeavors and it has not been submitted earlier
to any institution/university for any degree.
Place:
Date: (ZIAUDDIN KHAN)
DECLARATION
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ACKNOWLEDGEMENT
I, Ziauddin Khan, hereby declare that this report is prepared on the basis
of Primary Research Work conducted by me onCONSUMERBEHAVIOUR IN TWO WH EELERS INDUSTRIES It is an originalpiece of my work and no part of this report has been submitted to any
other Institute or University prior to the submission to MahamayaTechnical University, Noida.
In order to complete this study I have received guidance and supports from
several persons and institutions. I owe enormous intellectual debt towards
my guide Mr. Shiv Ranjan Sir who has augmented my knowledge in the
field of, helping me learn about the process and giving me valuable insight
into the subject.
I am obliged to him for being extremely patient, giving me sufficient time for
discussions and guidance at all stages through the course of this training. My
increased spectrum of knowledge in this field is the result of his constant
supervision and direction that has helped me to absorb relevant and high
quality information.
Last but not the least, I feel indebted to all those persons and organizations
which have provided information and helped me directly or indirectly in
successful completion of this study.
ZIAUDDIN KHAN
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AT A GLANCE
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TABLE OF CONTENTS
Chapter.-1. INTRODUCTION
Chapter.-2. CRITICAL REVIEW OF LITERATURE
Chapter.-3. CORPORATE INTRODUCTION
- Company profile
- Industry profile
- Products of Yamaha
- SWOT checklist
Chapter.-4. RESEARCH METHODOLOGY
- Research problem and objective
- Research process
- Research design
- Scope of study
Chapter.-5. DATA COLLECTION AND PRESENTATION
Chapter -6 GRAPHICAL DATA ANALYSIS AND ITS
INTERPRETATION
Chapter.-7. FINDINGS OF THE RESEARCH
Chapter.-8. GAPS IN LITERATURE REVIEW
Chapter-9. SCOPE OF FURTHER RESEARCH
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Chapter.-10. PROBLEM IDENTIFICATION
Chapter.-11. CONCLUSION
Chapter.-12. SUGGESTIONS
Chapter -13. LIMITATIONS
Chapter -14. BIBLIOGRAPHY
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EXECUTIVE SUMMARY
OBJECTIVE :
RESEARCH METHODOLOGY :
The research had to be conducted through a survey based on questionnaires
Sample size
200.
Brands covered
Hero honda
Bajaj
Honda
Tvs
Suzuki
Yamaha
Target Area
New Delhi
Noida
Greater Noida
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Sampling used
simple random.
Scaling used
5 point likert scale .
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DATA ANALYSIS :
Analysis was done on the basis of 22 parameters. Bar charts were developed on
these parameters which compare different brands in the 2 wheeler industry.with the
help of these charts. yamahas position in the market is found and analysed .
SUGGESTIONS :
Introduction of new brands.this may turn the market oligopolistic but will
definitely increase the market share.
Looks and style should not be over stressed as compared to quality and mileage.
Yamaha does not have any successful 150 cc bike.
Yamahas R & D facilities should coordinate with the marketing wing to give
customers what they want.
Secondary research shows that yamaha has a good brand awareness. But when it
comes to real market , it is an illusion.
360 degree marketing approach with aggressive promotional campaigns should
be followed.
Focus should be on young teenagers and executives as they represent largest
portion of the bike user segment .
Provide better sales follow up which almost every brand lacks .
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Indian customers generally do not use bike for fashion but as a necessity so
mileage should be a concern.
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CHAPTER 1
INTRODUCTION
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INTRODUCTION
Research means detailed study of a problem. Here, the details of the marketing
problem are collected and studied, conclusions are drawn and suggestions are made to solve
the problem quickly, correctly and systematically. In MR, specific marketing problem is
studied in depth by collecting and analyzing all relevant information and solution aresuggested to solve the problem which may be related to consumers, product, market
competition, sales promotion and so on.
MR is special branch of marketing management. It is comparatively of recent in origin. MR
acts as an investigative arm of a marketing manager. It suggests solution on marketing
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problem for the consideration and selection by a marketing manager. MR also acts as an
important tool to study buyer behaviour, changes in consumer life-style and consumption
patterns, brand loyalty and forecast market changes.
In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the onehand and sales promotion on the other hand. It is rightly treated as the soul of modern
marketing management. MR suggests possible solution on marketing problem to marketing
manager for his consideration and final selection. It is rightly said that the beginning and end
of marketing management is marketing research. It is primarily used to provide information
needed to guide marketing decision, market mix. It acts as a support system to marketing
management.
INCREASING NEED OF MARKETING RESEARCH
1) Growth and complexity of markets :- Markets are no more local in character. They are
now national and even global in character. The marketing activity is becoming increasingly
complex and broader in scope as more firms operate in domestic and global markets.
Manufactures find it difficult to establish close contact with all markets and consumers
directly. Similarly, they have no control on the marketing system once the goods are sold out
to middlemen. This situation creates new problem before the manufacturers which can be
faced effectively through MR as it acts as a feed-back mechanism to ascertain first hand
information, reaction, etc. of consumers and middleman. Marketing activities can be adjusted
accordingly.
2) Wide gap between producers and consumers:- marketing research is needed as there
is a wide gap between producers and consumers in the present marketing system. Due to
mass scale production and distribution, direct contact between producers and consumers.
Producers do not get dependable information as regards needs, expectation and reactions of
consumers, they are unable to adjust their products, packaging, prices, etc. as per the needs of
consumers. The problem created due to information gap can be solved only through MR as it
possible to establish contact with consumers and collect first hand information about their
needs, expectation, likes, dislikes, preferences and special features of their behaviour. Thus,
MR is needed for removing the wide communication gap between producers and consumers.
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3) Changes in the composition of population and pattern of consumption : - In India,
many changes are taking place in the composition of population. There is a shift of
population from rural to urban areas. There have been considerable changes in the
consumption and expenditure patterns of consumers in India. The incomes of the people, in
general, are rising. This brings corresponding increase in their purchasing capacity and
buying needs and habits. The demand for consumer durables is fast increasing. The marketare now flooded with consumer durables like TV sets and so on. Manufacturers are expected
to know such qualitative and quantitative changes in the consumer preferences and their
consumption pattern. For achieving this objective, MR activities are necessary and useful. In
brief, MR is needed for the study of changes in the pattern of consumption and corresponding
adjustment in the marketing planning, policies strategies.
4) Growing importance of consumers in marketing:-Consumers occupy key position in
modern marketing system. They are now well informed about market trends, goods available,
consumer rights and protection available to them through consumer protection acts, the
growth of consumerism has created new challenges before manufacturers and traders. Even
growing customer expectations create situation when manufacturers have to understand such
expectations and adjust the production policies accordingly. Indifference towards consumer
expectations may lead to loss of business. In the present marketing system, consumers cannot
be taken for granted. Marketing research particularly consumer research gives valuable data
relating to consumers. It is possible to use such data fruitfully while framing marketing
policies. Thus, marketing decisions can be made pro consumer through marketing research
activities.
5) Shift of competition from price to non-price factors:- Cut-throat competition is
unavoidable in the present marketing field. Such competition may be due to various factors
such as price, quality, and packaging, advertising and sales promotion techniques. Entry of
new competitors creates new problems in the marketing of goods and services. In addition,
market competition is no more restricted to price factor alone. There are other non-price
factors such as packaging, branding, after-sales and advertising which create severe market
competition. Every producer has to find out the extent of such non-price competition and the
manner in which he can face it with confidence. MR is needed as it offers guidance in this
regards. A manufacturer can face market competition even by using certain non-price factors.
The shifting of competition from price to non-price factors has made marketing of consumer
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goods more complicated and challenging. This challenge can be faced with confidence by
using certain measures through marketing research.
6) Need of prompt decision making :- In competitive marketing, marketing executive
have to take quick and correct decision. Companies have to develop and market new products
more quickly than ever before. However, such decision is always difficult. Moreover, wrong
decisions may bring loss to the organisation. For correct decision making, marketing
executive need reliable data and up to date market information. Here, MR comes to the rescue
of marketing manager. Problems in marketing are located, defined, analysed and solved
through MR techniques. This suggests its need as a tool for decision making. MR is needed
as a tool for reasonably accurate decision making in the present highly competitive market
system.
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CHAPTER 2
CRITICAL REVIEW OF LITERATURE
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LITERATURE REVIEW
Customer satisfaction is an ambiguous and abstract concept and the
actual manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of
both psychological and physical variables which correlate with satisfaction
behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against
which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the
effort of quantitative measurement. These ten domains of satisfaction include:
Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-
departmental Teamwork, Front line Service Behaviors, Commitment to the
Customer and Innovation. These factors are emphasized for continuous
improvement and organizational change measurement and are most often utilized to
develop the architecture for satisfaction measurement as an integrated model. The
basis for the measurement of customer satisfaction is by using the gap between the
customer's expectation of performance and their perceived experience of
performance. This provides the measurer with a satisfaction "gap" which is
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objective and quantitative in nature customer satisfaction equals perception of
performance divided by expectation of performance.
Marketers in recent times have realized the importance of marketing orientation,
and this is being reflected in the application of marketing mix elements.
Consumers needs are fundamental to the formulation of any marketing strategy,
from developing a communication plan. It may be worthwhile to explore the
intricate aspects of consumer satisfaction level which focuses on consumer needs.
These concepts enable marketers to analyze the acceptability of strategies planned
by them.
Even though we cannot know everything that is to be known, we do need some in
depth knowledge about the consumers, starting with who is he. Is there a real Indian
customer or there is a set of stereotype. All the conventional wisdom in market
research tends to favor the view that that there are distinct types, and we need to
isolate them according to some parameter and label them.
Customer satisfaction as the key element for success in business is a major concern
for any industry. In this paper I have tried to propose a how customer satisfaction
level can affect the performance of an organization.
Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a
Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.
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There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.
Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while
targeting non-customers; measuring customer satisfaction provides an indication of
how successful the organization is at providing products and/or services to the
marketplace.
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Selecting Target Market
A review of marketing opportunities often helps in identifying distinct consumer
segments with very distinct wants and needs. Identifying these groups, learning how
they behave and how they make their purchase decisions enables the marketer to
design and market products or services particularly suited for their wants and needs.
Based on earlier done research following conclusion were drawn about
Yamaha as a Brand in two wheeler industry:
Yamahas objective
It produces bikes that have speed and power irrespective of the
mileage.
Customers age
22-25 years.
Income group -
Upper middle class and high class
Profession
Students and young executives
Prime focus
Style
Performance
Value of money
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Based on earlier research done Hero Honda, Bajaj Auto and Enfield motorcycles have
come out tops in the customer satisfaction ratings in the 2007 TNS Motorcycle Total
Customer Satisfaction Study conducted by TNS Automotive.
The study says that newly launched motorcycles including the Splendor NXG and
CBZ Extreme from Hero Honda, Discover 135 from Bajaj Auto and Bullet 350 from
Enfield have been ranked highest in their respective segments.
The study was conducted by compiling responses of more than 7,000 new motorcycle
buyers as regards the performance of more than 50 models across parameters like
sales satisfaction, product quality, motorcycle performance and design, after-sales
service, brand image, and cost-of-ownership.
The index score provides a measure of satisfaction and loyalty that a given model or
brand enjoys among its customers.
The study also found that the expectation of the buyer of standard motorcycles (entry
level bikes) has gone up from the previous level, now the buyer also expects similar
attention and commitment as the buyer of higher value bikes.
Styling of the bikes in executive segment is gaining importance in overall customer
satisfaction. In transacting with the service dealer, competitive pricing and
explanation have gained importance as well as have high impact on retention.
For the upper executive segment latest technology and style have gained importance.
Explanation of feature and benefit gained in terms of stated importance while
Salesperson knowledge impacts largely on retention.
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Premium segment buyers are at the center of focus for all of the manufacturers that
have educated the customer and empowered him to buy consciously after comparing
all the options, now he expects manufacturers to give him the best technology, he
questions salesperson and look for the best financing options available and demands
quick service.
For future purchases the preference for motorcycles with high engine capacity (150cc
and above) is seen in all four regions of the country however it is almost 70% in south
closely followed by west. Across the country, close to 24% of current motorcycle
owners intend to upgrade to a four-wheeler as their next vehicle. The propensity to
upgrade to a car is higher in the north as compared to other parts of the country.
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CHAPTER 3
CORPORATE INTRODUCTION
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COMPANY PROFILE
About Yamaha motors India sales 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 as well, bringing the Indian operations under its completecontrol as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.
India Yamaha Motor operates from its state-of-the-art-manufacturing units at
Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both
for domestic and export markets. With a strong workforce of 2000 employees, India
Yamaha Motor is highly customer-driven and has a countrywide network of over 400dealers.
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The company pioneered the volume bike segment with the launch of its 100 cc 2-
stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-strokeand 4-stroke bikes in India. Presently, its product portfolio includes Crux (100cc),
Alba (106cc) and Gladiator (125cc), and YZFR15 (150cc).
We will establish YAMAHA as the "exclusive & trusted brand" of customers by
"creating Kando" (touching their hearts) - the first time and every time with worldclass products & services delivered by people having "passion for customers".
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, proactivedesign & 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 careerdevelopment. 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.
Customer #1
We put customers first in everything we do. We take decisions keeping the customer
in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services
we provide. We work hard to achieve what we commit & achieve results faster than
our competitors and we never give up.
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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 equallyimportant for our success.
Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We activelylisten to others and participate in healthy & frank discussions to achieve the
organization's goals.
Manufacturing Process:
IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad
(Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two
Yamaha Plants.
The infrastructure at both the plants supports production of motorcycles and it's parts
for the domestic as well as oversees market. At the core are the 5-S and TPM
activities that fuel our agile Manufacturing Processes. We have In-house facility forMachining, Welding processes as well as finishing processes of Electroplating and
Painting till the assembly line.
The stringent Quality Assurance norms ensure that our motorcycles meet the reputedInternational standards of excellence in every sphere.As an Environmentally sensitive
organization we have the concept of "Environment-friendly technology" ingrained in
our Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain
water - Harvesting mechanism, a motivated forestation drive. The IS0-14001certification is on the anvil - early next year. All our endeavors give us reason to
believe that sustainable development for Yamaha will not remain merely an idea in
pipeline.We believe in taking care of not only Your Motoring Needs but also theneeds of Future Generations to come.
Corporate Philosophy:
For society, for the world
Yamaha works to realize
Our corporate mission of realizing Kando
Yamaha Motor is a company that has worked ever since its founding to build products
defined by the concepts of high-quality and high-performance and light weight and
compactness as we have continued to develop new technologies in the areas of smallengine technology and FRP processing technology as well as control and component
technologies.
It can also be said that our corporate history has taken a path where people are thefundamental element and our product creation and other corporate activities have
always been aimed at touching peoples hearts. Our goal has always been to provide
products that empower each and every customer and make their lives more fulfilling
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by offering greater speed, greater mobility and greater potential.
Said in another way, our aim is to bring people greater joy, happiness and createKando* in their lives.
As a company that makes the world its field and offers products for the land, the
water, the snowfields and the sky, Yamaha Motor strives to be a company that offersnew excitement and a more fulfilling life for people all over the world and to use our
ingenuity and passion to realize peoples dreams and always be the ones they look to
for the next Kando.
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Hierarchical Structure
Managing Director and CEO
Senior Vice President
Vice President Top Management
Associate Vice President
Chief General Manager
General Manager Senior Management
Deputy General Manager
Chief Manager
Manager Middle Management
Assistant Manager
Senior Superintendent
Senior Officer
Officer Operational Staff
Assistant Officer
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Industry profile
The Indian automotive industry consists of five segments: commercial vehicles;
multi-utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors.
With 5,822,963 units sold in the domestic market and 453,591 units exported during
the first nine months of FY2005 (9MFY2005), the industry (excluding tractors)marked a growth of 17% over the corresponding previous. The two-wheeler sales
have witnessed a spectacular growth trend since the mid nineties.
Two-wheelers: Market Size & Growth
In terms of volume, 4,613,436 units of two-wheelers were sold in the country in9MFY2007 with 256,765 units exported. The total two-wheeler sales of the Indian
industry accounted for around 77.5% of the total vehicles sold in the period
mentioned.
Demand Drivers:
The demand for two-wheelers has been influenced by a number of factors over thepast five years. The key demand drivers for the growth of the 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 the past 3-4 years;
Increasing availability of fuel-efficient and low-maintenance models;
Increasing urbanization, which creates a need for personal transportation;
Changes in the demographic profile; Difference between two-wheeler and passenger car prices, which makes two-
wheelers the entry level vehicle; Steady increase in per capita income over the past five years; and Increasing number of models with different features to satisfy diverse consumer
needs.
While the demand drivers listed here operate at the broad level, segmental demand is
influenced by segment-specific factors.
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YAMAHA PRODUCTS
Yamaha Motor Company Limited - a Japanese motorized vehicle-
producing company (whose HQ is at 2500 Shingai, Iwata, Shizuoka), is part
of the Yamaha Corporation. After expanding Yamaha Corporation into the
world's biggest piano maker, then Yamaha CEO Genichi Kawakami took
Yamaha into the field of motorized vehicles on July 1, 1955. The
company's intensive research into metal alloys for use in acoustic pianos
had given Yamaha wide knowledge of the making of lightweight, yet sturdy
and reliable metal constructions. This knowledge was easily applied to the
making of metal frames and motor parts for motorcycles. Yamaha Motor is
the world's second largest producer of motorcycles (after Honda). It also
produces many other motorized vehicles such as all-terrain vehicles,boats,
snowmobiles,outboard motors, and personal watercraft.
The Yamaha corporate logo is comprised of three tuning forks placed on
top of each other in a triangular pattern.
In 2000, Toyota and Yamaha Corporation made a capital alliance where
Toyota paid Yamaha Corporation 10.5 billion yen for a 5 per cent share in
Yamaha Motor Company while Yamaha and Yamaha Motor each bought
500,000 shares of Toyota stock in return.
http://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Iwata%2C_Shizuokahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Iwata%2C_Shizuokahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Yamaha_Corporation8/22/2019 Yamaha Marketing Consumer Behaviour Final
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RACING HERITAGE
Yamaha has a long racing heritage where it has had its machines and team
win many different competitions in many different areas, for example both
road and off road racing, also Yamaha has had great success with riders
such as Bob Hannah, Heikki Mikkola, Kenny Roberts, Chad Reed, Jeremy
McGrath, Stefan Merriman, Wayne Rainey, and the latest, Valentino Rossi.
Yamaha is known to those who are older in age as the designer of the
modern motocross bike, as they were the first to build a production mono-
shock motocross bike (1975 for 250 and 400, 1976 for 125) and one of the
first to have a water-cooled motocross production bike (1981, but 1977 in
works bikes).
Since 1962 ,Yamaha produced production road racing grand prix
motorcycles that any licensed road racer could purchase. In 1970, Non-
factory "privateer" teams dominated the 250cc World Championship with
Great Britains Rodney Gould winning the title on a Yamaha TD2.
MOTORCYCLE MODELS
Yamaha has made an extensive number of two- and four-stroke scooters,
on-road and off-road motorcycles. The Yamaha XS 650, introduced in
1970, was such an overwhelming success that it crippled the British
monopoly of vertical twin motorcycles.
ELECTRICAL VEHICLES
MOTORCYCLES
Yamaha Alba
http://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_TD2http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_TD2http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=18/22/2019 Yamaha Marketing Consumer Behaviour Final
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Yamaha Frog
Yamaha Libero
Yamaha Gladiator
Yamaha Mest
Yamaha Eccy
Yamaha Passol
Yamaha EC-02
Yamaha Passol-L
Yamaha Yz85
Yamaha V-Star
Yamaha YZF-R1
Yamaha FZ1
MOPEDS
Yamaha PAS (Nickel metal hydride battery)
PAS Lithium (Lithium ion battery)
PAS Business (Ni-Cd battery)
Yamaha YQ50 Aerox R
Yamaha Jog
Yamaha Jog R
Yamaha Neo's
http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiatorhttp://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1http://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiatorhttp://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1http://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=18/22/2019 Yamaha Marketing Consumer Behaviour Final
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Yamaha BW'S
Yamaha Morphous
Yamaha XF50X (C3/Vox/Giggle)
Yamaha FS1 (Yamaha FS1E)
Yamaha Lagend
Yamaha DT50
Yamaha TZR
Yamaha QT50
GOLF CARTS
Yamaha G1
Yamaha Drive
PERSONAL WATERCRAFT
WaveRunner
WHEELCHAIRS
JW Active
JW-IB
Nesquick sponsored Race chair
WHEELCHAIR UPGRADE PARTS
JWX-1
JW-II
http://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/wiki/WaveRunnerhttp://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/wiki/WaveRunner8/22/2019 Yamaha Marketing Consumer Behaviour Final
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JW-I
Wetard chair 85
ALL-TERRAIN VEHICLES
BW80 / 200 / 350
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-Z 250
SNOWMOBILES
Yamaha has recently claimed a 100% four-stroke snowmobile line-up,
making them the only snowmobile manufacturer to do so. In Canada
though, there are still three models that Yamaha manufactures that are still
2 stroke. They are the Bravo, VK 540 and the Venture XL. Yamaha had
introduced four-strokes to their line-up in 2003 and the line-up became
http://en.wikipedia.org/w/index.php?title=Yamaha_BW80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW200&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_YFZ450http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Raptor_660http://en.wikipedia.org/wiki/Yamaha_Raptor_700Rhttp://en.wikipedia.org/w/index.php?title=Yamaha_Blaster_200&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Banshee_350http://en.wikipedia.org/w/index.php?title=Yamaha_Warrior_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Bruin_350http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_125&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_450&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Grizzly_600http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_660&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_700&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Big_Bear_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Tri-Z_250&action=edit&redlink=1http://en.wikipedia.org/wiki/Four-strokehttp://en.wikipedia.org/w/index.php?title=Yamaha_BW80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW200&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_BW350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_YFZ450http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Raptor_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Raptor_660http://en.wikipedia.org/wiki/Yamaha_Raptor_700Rhttp://en.wikipedia.org/w/index.php?title=Yamaha_Blaster_200&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Banshee_350http://en.wikipedia.org/w/index.php?title=Yamaha_Warrior_350&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Bruin_350http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Kodiak_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_125&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_450&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Grizzly_600http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_660&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Grizzly_700&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Big_Bear_400&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_350&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Wolverine_450&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Tri-Z_250&action=edit&redlink=1http://en.wikipedia.org/wiki/Four-stroke8/22/2019 Yamaha Marketing Consumer Behaviour Final
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four-stroke based for model year 2005. Many say that Yamaha has proven
snowmobiles can be clean, efficient, and reliable all while maintaining
strong performance. The RX-1 released in 2003 was the first performance-
oriented four-stroke snowmobile to ever hit the market. It was not, however,
the first modern four-stroke snowmobile produced. That honor belongs to
Arctic Cat for their Yellowstone Special, released in 2000, which was
designed as a rental sled that could meet Yellowstone National Park's
stringent emission requirement. However, the Yamaha received much
criticism for its weight disadvantage when compared to similar two-strokes,
despite its excellent fuel economy and low-range torque. Yamaha is now on
the cutting edge of four-stroke technology with the introducing of their 80FI
engine which is equipped on the Phazer and Venture Lite models. This
engine has one of the highest specific output of any four-stroke in
production, with 160 HP/L, Yamaha achieves this even without the use of a
forced induction system. Yamaha is also a key player in the "four-stroke
wars", which are a series of advertisements from opponent Ski-Doo who
claim their 2-tec and power-tek equipped two-strokes are still cleaner and
more efficient than four-strokes, while Yamaha still claims the four-strokes
are cleaner. Yamaha also broke a multi-year absence from sno-cross in the
winter of 2006-07 with their introduction of a factory race team headed by
formerArctic Cat racer Robbie Malinoski.
CURRENT LINE-UP
Bravo
Apex
Attack
http://en.wikipedia.org/wiki/Arctic_Cathttp://en.wikipedia.org/wiki/Yellowstone_National_Parkhttp://en.wikipedia.org/wiki/Emission_standardhttp://en.wikipedia.org/wiki/Torquehttp://en.wikipedia.org/w/index.php?title=Specific_output&action=edit&redlink=1http://en.wikipedia.org/wiki/Forced_inductionhttp://en.wikipedia.org/wiki/Ski-Doohttp://en.wikipedia.org/wiki/Arctic_Cathttp://en.wikipedia.org/wiki/Arctic_Cathttp://en.wikipedia.org/wiki/Yellowstone_National_Parkhttp://en.wikipedia.org/wiki/Emission_standardhttp://en.wikipedia.org/wiki/Torquehttp://en.wikipedia.org/w/index.php?title=Specific_output&action=edit&redlink=1http://en.wikipedia.org/wiki/Forced_inductionhttp://en.wikipedia.org/wiki/Ski-Doohttp://en.wikipedia.org/wiki/Arctic_Cat8/22/2019 Yamaha Marketing Consumer Behaviour Final
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Nytro
FX Nytro
Phazer (4th Generation)
RS Rage
RS Vector
RS Venture
VK Professional
SIGNIFICANT PREVIOUSLY PRODUCED MODELS
Bravo
coRy
Enticer
Exciter
Phazer (1st-3rd Generations)
Mountain Max
RX-1
SnoScoot
Sno Sport
SRV 540
SRX
SRX 440
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SX R
SX Viper/Venom
Venture
VK 540
VMAX
VMAX SX
Vmax
Vmax-4
SNOWBLOWERS
YT-600E
YT-600ED
YT-660EDJ
YS-870
YS-870J
YS-1070
YT-1080ED
YT-1080EX
YT-1290EX
YT-1290EXR
YS-1390A
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YS-1390AR
YAMAHA-R15
REMOTE-CONTROLLED HELICOPTERS
Yamaha R-50
Yamaha R-MAX
OUTBOARD MOTORS
4 stroke series
4 stroke jet drive series
2 stroke V6
2 stroke portable / mid range
Full list
KART ENGINES
KT SERIES 2 STROKE
KT100SD
KT100SC
KT100SEC
KT100SP
KT100J
KT100AX
KT100A2
OTHER VEHICLES
http://en.wikipedia.org/wiki/Unmanned_aerial_vehiclehttp://en.wikipedia.org/w/index.php?title=Yamaha_R-50&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_R-MAX&action=edit&redlink=1http://www.yamaha-motor.com/outboard/products/lifestylehome/home.aspxhttp://en.wikipedia.org/wiki/Unmanned_aerial_vehiclehttp://en.wikipedia.org/w/index.php?title=Yamaha_R-50&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_R-MAX&action=edit&redlink=1http://www.yamaha-motor.com/outboard/products/lifestylehome/home.aspx8/22/2019 Yamaha Marketing Consumer Behaviour Final
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Yamaha has also built engines for other manufacturers' vehicles, most
notably the V-6 and V-8 engine for the Ford Taurus SHO. The Volvo XC90
uses a larger version of the same Yamaha V-8 engine. They also built
Formula One racing engines from the late 1980s to the mid 1990s, with
little on track success. In 1991, Yamaha developed its F1 engined supercar
called the OX99-11 where two drivers sit in tandem in front of the engine,
but the project was canned due to the world recession and lack of interest.
Yamaha also tunes engines for other manufacturers, Toyota being one of
them. Yamaha logos are, for instance, found on the Toyota S engines. As
well as the 2ZZ-GE utilized by Toyota, Pontiac, and Lotus.
Yamaha developed a prototype for a two-seater sports car with help of
Albrecht Goertz. While the Yamaha/Nissan partnership never progressed
beyond the prototype stage, Toyota took up the design and released the
Toyota 2000GT.
Yamaha is also one of the big 4 companies in the Personal water craft
market.
WATER PURIFIER
ALKALION PURIFIER
OH-A21N
PURIFIER
OH-U20-SA2
OH-U20-SB1
OH-U30-HS
http://en.wikipedia.org/wiki/Ford_SHO_V6_enginehttp://en.wikipedia.org/wiki/Ford_Yamaha_V8_enginehttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Volvo_XC90http://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Supercarhttp://en.wikipedia.org/wiki/Yamaha_OX99-11http://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyota_S_enginehttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Pontiachttp://en.wikipedia.org/wiki/Lotus_Carshttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Toyota_2000GThttp://en.wikipedia.org/wiki/Personal_water_crafthttp://en.wikipedia.org/wiki/Ford_SHO_V6_enginehttp://en.wikipedia.org/wiki/Ford_Yamaha_V8_enginehttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Volvo_XC90http://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Supercarhttp://en.wikipedia.org/wiki/Yamaha_OX99-11http://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyota_S_enginehttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Pontiachttp://en.wikipedia.org/wiki/Lotus_Carshttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Toyota_2000GThttp://en.wikipedia.org/wiki/Personal_water_craft8/22/2019 Yamaha Marketing Consumer Behaviour Final
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OH-U30-KA4
OH-U30-SB3
OH-U40-KA2
OH-U40-SB1
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BUSINESS MACHINES
Robot
Surface mounter
Pool
CNC machine
Golf car
o G31E
o G31AL
Engine
o MT series (2 stroke)
MT 110
MT 110 VLS
o MZ series (4 stroke)
MZ 125
MZ 175
MZ 200 (New Model)
MZ 250
MZ 300
MZ 360
Underground oil tank
o My Tank
Oil separator
o Pattol series
Food additive
Gas heat pump
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o M series
o SH series
o 3HP multi
o Living mate
o YCJ series
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MARKET CHARACTERISTICS
DEMAND
SEGMENTAL CLASSIFICATION AND CHARACTERISTICS
The three main product segments in the two-wheeler category are scooters,
motorcycles and mopeds. However, in response to evolving demographics and
various other factors, other sub segments emerged, viz. scooterettes, gearless scooters,
and 4-stroke scooters. While the first two emerged as a response to demographic
changes, the introduction of 4-stroke scooters has followed the imposition of stringent
pollution control norms in the early 2000. Besides, these prominent sub-segments,
product groups within these sub-segments have gained importance in the recent years.
Examples include 125cc motorcycles, 100-125 cc gearless scooters, etc. The
characteristics of each of the three broad segments are discussed in Table 1.
Two-Wheelers: Comparative Characteristics
Scooter Motorcycle Moped
Price*(Rs. asin January
2008)> 22,000 > 30,000 > 12,000
Stroke2-stroke, 4-
strokeMainly 4-stroke 2-stroke
Engine
Capacity (cc)90-150 100, 125, > 125 50, 60
Ignition Kick/Electronic Kick/Electronic Kick/Electronic
Engine Power(bhp)
6.5-9 7-8 and above 2-3
Weight (kg) 90-100 > 100 60-70
Fuel 50-75 50-80+ 70-80
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Efficiency
(km per litre)
Load
CarryingHigh Highest Low
Segmental Market Share
The Indian two-wheeler industry has undergone a significant change over the past 10
years with the preference changing from scooters and mopeds to motorcycles. The
scooters segment was the largest till FY1998, accounting for around 42% of the two-
wheeler sales (motorcycles and mopeds accounted for 37% and 21 % of the market
respectively, that year). However, the motorcycles segment that had witnessed high
growth (since FY1994) became larger than the scooter segment in terms of market
share for the first time in FY1999. Between FY1996 and 9MFY2007, the motorcycles
segment more than doubled its share of the two-wheeler industry to 79% even as the
market shares of scooters and mopeds stood lower at 16% and 5%, respectively.
Over the past 10-15 years the demographic profile of the typical two-wheeler
customer has changed. The customer is likely to be salaried and in the first job. With a
younger audience, the attributes that are sought of a two-wheeler have also changed.
Following the opening up of the economy and the increasing exposure levels of this
new target audience, power and styling are now as important as comfort and utility.
The marketing pitch of scooters has typically emphasized reliability, price, comfort
and utility across various applications. Motorcycles, on the other hand, have been
traditionally positioned as vehicles of power and style, which are rugged and more
durable. These features have now been complemented by the availability of new
designs and technological innovations. Moreover, higher mileage offered by the
executive and entry-level models has also attracted interest of two-wheeler customer.
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Given this market positioning of scooters and motorcycles, it is not surprising that the
new set of customers has preferred motorcycles to scooters. With better ground
clearance, larger wheels and better suspension offered by motorcycles, they are well
positioned to capture the rising demand in rural areas where these characteristics
matter most.
Scooters are perceived to be family vehicles, which offer more functional value such
as broader seat, bigger storage space and easier ride. However, with the second-hand
car market developing, a preference for used cars to new two-wheelers among vehicle
buyers cannot be ruled out. Nevertheless, the past few years have witnessed a shift in
preference towards gearless scooters (that are popular among women) within the
scooters segment. Motorcycles offer higher fuel efficiency, greater acceleration and
more environment-friendliness. Given the declining difference in prices of scooters
and motorcycles in the past few years, the preference has shifted towards motorcycles.
Besides a change in demographic profile, technology and reduction in the price
difference between motorcycles and scooters, another factor that has weighed in
favour of motorcycles is the high re-sale value they offer. Thus, the customer is
willing to pay an up-front premium while purchasing a motorcycle in exchange for
lower maintenance and a relatively higher resale value.
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Manufacturers
As the following graph indicates, the Indian two-wheeler industry is highly
concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd
(Bajaj Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of the
industry sales as in FY2007. The other key players in the two-wheeler industry are
Kinetic Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd
(LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic Auto),
Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).
Although the three players have dominated the market for a relative long period of
time, their individual market shares have undergone a major change. Bajaj Auto was
the undisputed market leader till FY2000, accounting for 32% of the two-wheeler
industry volumes in the country that year. Bajaj Auto dominance arose from its
complete hold over the scooter market. However, as the demand started shifting
towards motorcycles, the company witnessed a gradual erosion of its market share.
HHML, which had concentrated on the motorcycle segment, was the main
beneficiary, and almost doubled its market share from 20% in FY2000 to 50% in
FY2007 to emerge as the market leader. TVS, on the other hand, witnessed an overall
decline in market share from 22% in FY2000 to 17% FY2007. The share of TVS in
industry sales fluctuated on a year on year basis till FY2003 as it changed its product
mix but has declined since then.
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Technology
Hitherto, technology transfer to the Indian two-wheeler industry took place mainly
through: licensing and technical collaboration (as in the case of Bajaj Auto and LML);
and joint ventures (HHML).
A third form - that is, the 100% owned subsidiary route - found favor in the early
2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2 details
the alliances of some major two-wheeler manufacturers in India.
Besides the below mentioned technology alliances, Suzuki Motor Corporation has
also followed the strategy of joint ventures (SMC reportedly acquired equity stake in
Integra Overseas Limited for manufacturing and marketing Suzuki motorcycles in
India).
Technological tie-ups of Select Players
Nature ofAlliance
Company Product
BajajAuto
Technological tie-up
Kawasaki HeavyIndustries Ltd, Japan
Motorcycles
Technological tie-up
Tokya R&D Co Ltd,Japan
Two-wheelers
Technological tie-up
Kubota Corp, Japan DieselEngines
HHML Joint Venture Honda Motor Co, Japan Motorcycles
KEL Technological tie-
up
Hyosung Motors &
Machinery Inc
Motorcycle
s
KEL Tie up formanufacturingand distribution
Italjet, Italy Scooters
LML Technological tie-up
Daelim Motor Co Ltd Motorcycles
HeroMotors
Technological tie-up
Aprilia of Italy Scooters
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With the two-wheeler market, especially the motorcycle market, becoming extremely
competitive and the life cycle of products getting shorter, the ability to offer new
models to meet fast changing customer preferences has become imperative. In this
context, the ability to deliver newer products calls for sound technological backing
and this has become one of the critical differentiating factors among companies in the
domestic market. Thus, the players have increased their focus on research and
development with some having indigenously developed new models as well as
improved technologies to cater to the domestic market. Further, with exports being
one of the thrust areas for some Indian two-wheeler companies, the Indian original
equipment manufacturers (OEMs) have realized the need to upgrade their technical
capabilities. These relate to three main areas: fuel economy, environmental
compliance, and performance. In India, because of the cost-sensitive nature of the
market, fuel efficiency had been an interest area for manufacturers.
It is not only that the OEMs are increasing their focus on in-house R&D; they also
provide support to the vendors to upgrade the technology and also assist those striking
technological alliances.
TRENDS IN THE TWO-WHEELER INDUSTRY
Companies raising capacity to meet the growing demand
All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML,YMIL, TYS,
HMSI and others, have increased their manufacturing capacities in the recent past.
Most of the players have either expanded capacity, or converted their existing
capacities for scooters and mopeds into those for manufacturing motorcycles. The
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move has been prompted by the rapid growth reported by the motorcycles segment
since FY1995.
Niche markets also witnessing intense competition:
A significant trend witnessed over the past five years is the inclination of consumers
towards products with superior features and styling. Better awareness about
international models has raised expectations of consumers on some key attributes,
especially quality, styling, and performance. High competitive intensity has prompted
players to launch vehicles with improved attributes at a price less than the competitive
models.
In an effort to satisfy the distinct needs of consumers, producers are identifying
emerging consumer preferences and developing new models. For instance, in the
motorcycles segment, motorcycles with engine capacity over 150cc, is a segment that
has witnessed significant new product launches and hence, become more competitive.
The indigenously launched Pulsar 150 had met with success on its launch and
thereafter, a host of models have been launched in this segment by various players.
While Bajaj Auto launched the Pulsars (180 cc, 200cc and 220cc) with digital twin
spark technology (DTSFi) that offers a powerful engine and fuel efficiency of 125 cc
models. Moreover, in the recent past, the motorcycle segment has witnessed launch of
vehicles with higher engine capacity (higher than 150cc) and power (higher than
15bhp). These include models such as Bajaj Auto Eliminator and Royal Enfield's
Thunderbird followed by HHML's Karisma and Yamaha R15 and other sports bikes.
The products in this segment cater for style conscious consumers. Quite a few players
are developing models combining features such as higher engine capacity", optimum
mix of power and performance, and superior styling. However, the extent of shift to
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these products would depend on the positioning of such products in terms of price.
In the scooters segment, the market for plastic-bodied variomatic scooters continues
to witness growth in the scenario of overall decline in scooter volumes. Higher
volumes and growth are especially true for certain scooter models, such as Honda
Activa, that brought in new technology (besides variomatic transmission) to further
differentiate themselves. Thus, the need to differentiate and create a niche has led to
companies strengthening their research and development (R&D) capabilities and
reducing the development time for new models.
INCREASING FOCUS ON EXPORTS:
For the first nine months of FY2007, two-wheeler exports increased by 37% over the
corresponding previous, led mainly by motorcycles even as exports of other two-
wheelers were healthy. While motorcycle exports increased by 40%, scooter and
moped exports increased by 29% and 27% respectively.
Motorcycle exports by Bajaj Auto, HHML and TVS have reported a robust growth in
FY2007 and are expected to increase further in the medium term.
Although the Indian two-wheeler manufacturers have forayed on their own in their
target export markets, there have been instances of tie-ups with the technology
partners. Bajaj Auto's tie-up with Kawasaki to jointly market Bajaj products in
Philippines is a case in point. Under the tie-up, M/s Kawasaki Motors Philippines
Corporation has been appointed as exclusive distributors to market select Bajaj two-
wheelers that include Byk, Caliber 115 and Wind 125. These vehicles are being sent
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to Philippines in the completely built unit (CBU) form. Other strategy of expanding
international presence considered by few players is that of setting up assembly lines in
select South East Asian countries either on their own or in partnership with local
players. Besides, plans of select overseas technology partners to source from their
Indian partners and plans of global majors to develop their Indian manufacturing unit
as a sourcing hub may also lead to increase in two-wheeler exports from India.
SWOT ANALYSIS
Strengths:
Yamaha Motor products extend from land to sea and even into the skies, withmanufacturing and business operations that include everything from motorcycles,
PSA electro-hybrid bikes, marine and power products to automotive engines.
Continuously does product improvement in accordance with demanding
customers.
The distribution network of Yamaha Motors is very wide and spread across the
country.
Probably the best in terms of R&D facility.
Has great brand name and commands lot of respect among bikers community.
Weakness:
Narrow product line in terms of motorcycles.
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Yamahas strategy for Indian market was on right alleyway, but somewhere
down the lane, they are still relying on conventional model which no longer inuse.
Yamaha despite the promise has failed to deliver and is still an underdog in the
race to top.
A series of unsuccessful and flop bikes have eroded the legacy of RX100 and
RD350.
Opportunities:
The motorcycle market has been growing at a phenomenal rate and there has
been a shift in the consumer preferences from 2 stroke bikes. Yamaha motorshave recognized this and are bringing out new models of 4 stroke bikes quite
regularly to cater the needs of the customers.
Consumers have become technology conscious and Yamaha Motors have bestR&D facilities. So they can tap new costumers with innovative technology in
motorcycle design and manufacturing.
There lies lot of potential in 150cc and above segment and Yamaha has not made
enough inroads in this segment.
Threats:
Continuous divisions of customer segment have made conventional bikes which
was the strength of Yamaha motors.
Constant demand for price reduction from customers.
Bajaj Auto and TVS have taken large part of the market share from Yamaha.
Growing competition in the industry, both in the terms of new models and price
undercutting, too is a matter of concern as both the sales realization and operationmargins may come under pressure.
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CHAPTER 4
RESEARCH METHODOLOGY
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RESEARCH PROBLEM AND OBJECTIVE:
Research in common parlance refers to search for knowledge. Research is an
academic activity and as such it is used in a technical sense. According to Clifford
Woody, research comprises defining and redefining problems, formulating hypothesis
or suggesting solutions, collecting, organizing and evaluating data, making deductions
and research conclusions to determine whether they fit the formulating hypothesis.
Primary objective :
The research encompasses the primary objective of comparison and analysis of
Yamaha bikes with respect to other brands prevailing in the market i.e. , Hero
Honda ,Honda , Bajaj , TVS and Suzuki .
The primary aim is to interpret the satisfaction level of customers using
yamahas bikes and to find out the areas in which it needs to improve to develop a
better perception in the mind of its customers . it entails as to suggest yamaha how to
become a no. 1 customer oriented company
Secondary objective :
To go in detail , the research includes the study of comparative satisfaction level
of customers using different bike brands ; the various areas where competitors
supersede and the areas where the competitors lack .
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Furthermore the research aims to find out the relative market
capitalization of Yamaha in the two wheeler industry and to suggest some concrete
and absolute measures to give a rise to its share in the two wheeler segment .
Research Process
Extensive Literature Survey: Before starting the research in-depth study of the
topic was done to form a clear picture of what and how research 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 Likert 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 200 people
were surveyed.
Collecting the data: The data was collected from various class of people based
on age, sex, income, location.
Analysis of Data: The data collected from various people was segregated into
various categories in order to analyze it. Analysis was done based on more than
22 different 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 research is made.
Research Design:
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A Questionnaire is used to do the research
Exploratory Research design
Focus Group
Primary data analysis
Collection of Data:
Qualitative Data
Survey
questionnaires
Sampling:
Non-Probability Sampling
Judgmental Sampling
Simple Random
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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 200 people have been questioned for the purpose of filling up
the questionnaire.
Details of the Survey Conducted
Sample Size 200
Target Population 18-25 years
25-30 years
30 and above
Area Covered Delhi/ New Delhi, Noida & Greater Noida
& Semi-urban And Rural Areas of
Sampling Judgmental Simple Random
Type of Questionnaire Structured 5 point bipolar Likert Scale
Type of Questions Close ended Questions
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SCOPE OF 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. This 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 delivery 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.
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CHAPTER 5
DATA COLLECTION AND
INTERPRETATION
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DATA COLLECTION AND
INTERPRETATION
The research required collection of first hand primary data from the respondents . the
respondents necessarily were to be bike users . They were exposed to a questionnaire
containing different parameters for the evaluation of their satisfaction level . the broadparameters were :
During sales evaluation .
During vehicle delivery .
After sales evaluation .
It was expected that the respondents were honest while answering the questions with
proper consideration of the brand image of the bike they were currently using . the
questionnaire contained likert scaling to rate various parameters .
The respondents were so selected that they were representative of various segments of
bike users . the respondents were questioned on :
Petrol pumps
Service stations
Educational institutes
Vehicle showrooms
Malls
Residential areas , and
Factories
The results and responses were recorded on a SPSS data viewer (Statistical Packagefor Social Sciences) parameters were defined on a SPSS variable viewer . the next
step was to run the SPSS and acquire specific results pertaining to the research done .
The findings and analysis complementing to results are discussed in the
chapters to follow .
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CHAPTER 6
GRAPHICAL DATA ANALYSIS
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DATA ANALYSIS
The data analysis portion is the backbone of any primary or secondary
research . there are various tools of data analysis that helps the researcher to interprethis data into final results . the data collected in this research was analyzed using the
most effective tool of market research i.e.,SPSS(statistical package for social
sciences)
The parameters were set up giving preference to non demographic factors more thandemographic factors. the data was analyzed on the total of 20 parameters as
mentioned below :
i. customers age
ii. marital status
iii. profession
iv. education
v. attitude of dealer
vi. explanation of product features by the dealer .
vii. sales terms and conditions
viii. product display in the showroom
ix. cleaniness in showroom and service station
x. atmosphere
xi. cleanliness of purchased bike
xii. time taken in delivery
xiii. explanation of bike functions
xiv. PDI and checks made
xv. Time taken in documentation
xvi. Salesman follow up
xvii. Reminder of first service
xviii. Action to complains
xix. Replacement condition
xx. Dealer representation of brand
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GRAPHICAL DATA INTERPRETATION
1. Which types of customer Attitude towards motor bike?
Male 99.5
Female 0.5
Customer Attitude towards Motor Bike
Male, 99.5
Female, 0.5
Male Female
Interpretations: Shown in the above graph shows that 99.5% male
has been preferably to motor bike and rest of
female prefer than.
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2. Which people attitude towards motor bike?
Married 15%
Unmarried 85%
People attitude towards motor bike
Unmarried, 85%
Married, 15%
Married Unmarried
c
Interpretation :
85% unmarried people attitude towards motor bike whenever rest of 15% married people
attitude towards motor bike.
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3. Age group of consumers towards motor bike:
Age Group 18-25 25-35 35-45 About 45
Percentage 65% 20% 10% 5%
65%
20%
10%5%
0%
10%
20%
30%
40%
50%
60%
70%
Percentage
18-25 25-35 35-45 About 45
Age Group
Age group of customers towards motor bike
Interpretation :
65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age
group of 35-45 and the rest of age group above 45 years old.
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4. Professionally/Occupationally consumer attitude
towards motor bike:
Student 45%
Service 40%
Business 5%
Self Employed 5%
Others 5%
Professionally/Occup. attitude towards motor bike
Service, 40%
Student, 45%
Others, 5%
Business, 5%
Self Employed, 5%
Student Serv ice Business Self Employed Others
Interpretation :
Occupationally and professional the motor bike has been used i.e. 45% preferred by
student, in the service level it is used 40% and the rest of used in business, self
employed and for other purposes used.
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5. Incomewise customer attitude towards motor bike:
10000-15000 35%
15000-20000 40%
20000-50000 15%
50000-100000 5%
Above one lac 5%
Incomewise customer attitude towards motor bike
15000-20000
40%
10000-15000
35%
20000-50000
15%
50000-1000005%
Above one lac
5%
10000-15000 15000-20000 20000-50000 50000-100000 Above one lac
Interpretation :
In the base of economically, it is used in the base of income i.e. 35% of income group
10,000-15,000, 40% of 15,000 - 20,0000, 15% of income group of 20,000-50,000 and
rest of used in the rarely above income of 50,000.
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6. Which company bike and models liked by all?
Hero Honda 40%
Bajaj 45%
Yamaha 10%
TVS 3%
Honda 2%
Bike & Model like by all
Hero Honda
40%
Bajaj
45%
TVS
3%
Honda
2%
Yamaha
10%
Hero Honda Bajaj Yamaha TVS Honda
Interpretation :
40% motor bike company and its models liked by people of Hero Honda, second position
of Bajaj and third position of Yamaha and rest of TVS and other companies.
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7. Are customer satisfaction towards bike?
Yes 99.50%
No 0.50%
Consumer satisfaction towards bike products
Yes, 99.50%
No, 0.50%
Yes No
Interpretation :
Approximately 100% customer satisfaction level of motor bike products and a rarely can
say that no comments about it.
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8. Bikes are generally adopted by:
Speed 40%
Power/BHP 5%
Mileage 30%
Design 5%
Brand 5%
Pick up 2%
Color 5%
Comfort 8%
Bikes are generally adopt by
Mileage, 30% Power/BHP,5%
Speed, 40%
Color, 5%
Design, 5%
Brand, 5%
Comfort, 8%Pick up, 2%
Speed Power/BHP Mileage Design Brand Pick up Color Comfort
Interpretation :
65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age
group of 35-45 and the rest of age group above 45 years old.
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9. People know about the bike?
TV 35%
Newspaper 15%
Friend 12%
Product Show 10%
Family 8%
Test Ride 2%
Internet 10%
Hoarding 8%
People know about the bike through:
Family, 8%
Test Ride, 2%
Internet, 10%TV, 35%
New spaper, 15%Friend, 12%
Product Show , 10%
Hoarding, 8%
TV Newspaper Friend Product Show Family Test Ride Internet Hoarding
Interpretation :
The aware and know about motor bike products about 35% by TV channels, 15%
newspapers / magazines, 12% by friends, 10% by product show, 10% through internet,
8% by family and others through test riding and hoardings.
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10. Why do you drive bike / two wheelers?
Passion 30%
Self Satisfaction 8%
Cruising / Long Drive 30%
Show Off 2%
Commuting 20%
Power 10%
Why drive bike / two wheelers?
Self Satisfaction
8%
Cruising / Long
Drive
30%
Show Off
2%
Commuting
20%
Pow er
10%
Passion30%
Passion Self Satis faction Cruis ing / Long Drive Show Off Commuting Power
Interpretation :
The most important things to likewise any brand of motor bike through company, brand,
passion and fashion, satisfaction and comfortability i.e. in the base of passion 30%, long
drive 30%, commuting 20% and power 10% and the rest of others.
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11. Whom did you purchase a bike?
Family 40%
Yourself 30%
Son 20%
Girl Friend 10%
Whom did you purchase a bike?
Family
40%
Yourself
30%
Son
20%
Girl Friend
10%
Family Yourself Son Girl Friend
Interpretation :
The common factor which is the bike has been purchased somehow the main aim to
factorize the commit for family, self, son or daughter and others.
Firstly, 40% of bike has been purchase having in the mind of family commit, self 30%,
20% for son and 10% for others.
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12. Why did you purchase a bike?
Brand Value 80%
Design 5%
Publicity 14%
Scheme 0%
Gift 1%
Brand Value, 80%
Design, 5%
Publicity, 14%
Sheme, 0% Gift, 1%0%
10%
20%
30%
40%
50%
60%
70%
80%
Percentage
Brand Value Design Publicity Sheme Gift
Purchase Group
Why did you purchase a bike?
Interpretation :
The bike has purchased according to brand value, design, publicity and others base. The
common factor, in the present firstly brand value is the main factor i.e. 80% people has
been purchased any motor bike and 14% has been purchased having the main factor of
publicity.
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13. Which type brakes liked by customers favourite bike?
Disc Brake 85%
Drum Brake 15%
Customer attitude towards Brakes favourite bike?
Disc Brake, 85%
Drum Brake, 15%
Disc Brake Drum Brake
Interpretation :
The main factor is used for customer favourably through disc brake and drum brake. It is
80% used disc brake and rest of used drum brake.
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14. Which types of wheels are attracted to customers?
Spoke Wheel 20%
Alloy Wheel 80%
Customer attitude towards types of wheel
attracted?
Spoke Wheel, 20%
Alloy Wheel, 80%
Spoke Wheel Alloy Wheel
Interpretation :
The main attraction through spoke wheels and alloy wheels, i.e. is 80% customers
preferred to alloy wheels and rest of preferred to spoke wheels.
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15. How was your experience?
Good 20%
Excellent 75%
Satisfactory 5%
Not Good 0%
Customer attitude towards experience?
Satisfactry
5%
Excellent
75%
Good
20%
Not Good
0%
Interpretation :
In the most preferred through experience i.e. the good, and excellence and satisfactory
based. In the survey it has been found that 75% excellence and 20% has been telling
about with good theme.
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16. Customers attitude towards servicing of motor bike:
Showroom 95%
Road Mechanic 5%
Customer attitude towards
servicing of motor bike
Showroom, 95%
Road Mechanic,
5%
Showroom Road Mechanic
Interpretation :
The main important thing that the motor bike servicing factor where it will be better do for
that. 95% customers attitude towards servicing of motor bike in showroom and rest ofroad mechanic.
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17. Did the customers attitude towards get the full value of
money with the product?
Yes 100%
No 0%
Customer attitude towards
full value of money with the product
Yes, 100% No, 0%
Yes No
Interpretation :
100% customers attitude has been found towards full value money has taken over all the
products.
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18. Customer attitude towards the feeling about dealer
services represents the current brands.
Extremely Well 45%
Very Well 50%
Average Not Very
Well 5%
Not Well at All 0%
ExtremelyWell
VeryWell
AverageNot
VeryWell
NotWellatAll
S10%10%20%30%40%
50%
Percentage
Feeling
Customer attitude towards the feel the dealer
services represent the current brand
Interpretation :
Yes, 50% customers has been highlight about brands and can have very well whenever
45% extremely well and rest of average.
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CHAPTER 7
FINDINGS OF RESEARCH
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BRANDS
PARAMETER
S
Hero
Honda
Bajaj Honda TVS Suzuki Yama
ha
Gender Male Male Male Male Male Male
Marital status Unmar