A Study on Customer Satisfaction Level Towards Yamaha Motors With Special Reference to R15

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.

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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:

Customer satisfaction

Repeat buying

Higher price

Profit

Loyalty in crises

Word or month

Corporate performance

One stops shopping

New product innovation

Growth

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

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.

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BENEFITS

Increased repeat purchase

Customer satisfaction

Increased referrels

Reduced switching to competitors

Increased profit

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reduced price sensitivity

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".

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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.

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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.

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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.

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"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.

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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.

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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%

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Lines of Businesses

Manufacture and sales of motorcycles, scooters, electrically power assisted bicycles, boats, sail boats, personal watercrafts, pools, utility boats, fishing boats, outboard motors, diesel engines, 4-wheel ATVs, sideby-side vehicles, racing kart engines, golf cars, multipurpose 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

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2. Middle Management •Department Chief Manager •Manager •Assistant Manager

3. Junior Management •Senior Superintendent •General Supervisor / Superintendent / Senior Engineer •Supervisor / Assistant Superintendent / Engineer

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ORGANIZATIONAL CHART

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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.

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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).

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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.

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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.

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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.

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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

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 Peru  France  Italy  Spain  Portugal  United Kingdom  Germany  Sweden  Austria  Hungary  Belgium  Turkey  Russia  China  Indonesia  Malaysia  Singapore  Vietnam  Thailand  Taiwan  India  Pakistan  Australia

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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

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Standing Corporate Auditor

Yutaka Kume

Standing Corporate Auditor

Shigeki Hirasawa

Corporate Auditor (Outside)

Norihiko Shimizu

Corporate Auditor (Outside)

Tetsuo Kawawa

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PRODUCT PROFILE 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.

-

Power boats, sail boats, utility boats, custom boats.

WATER  Boats

 Marine Engines -

Outboard motors, electric marine motors, marine diesel engines, stern drives.

 Water Vehicles -

Personal water craft, jet boats. 29

POWER PRODUCTS  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 30



Yamaha YZFR6



Yamaha R125



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

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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-Z250

SNOW BLOWERS 

YT-600E



YT-600ED



YT-660EDT



YS-870



YS-870J



YS-1070



YT-1080ED

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

YT-1080EX



YT-1290EX



YT-1290EXR



YS-1390A



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

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YAMAHA-R15

INTRODUCTION TO R15 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. 34

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 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

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Compression ratio

10.4:1

Maximum power

17PS/ 8,500rpm

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

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CHASSIS

Frame type

Delta box

Caster / Trail

26° / 98mm

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

37

FEATURES 

Engine



Liquid-cooled



DIASIL Cylinder



Fuel Injection



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.

38

Dimensions & Weight

Engine

Liquid-cooled, Length(mm)

1,995

Type SOHC, 4-valve

Width(mm)

670

Displacement (cc)

149 .8cc

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

39

4-stroke,

Compression 10.4:1

Other information Ratio

Headlight (low)

12V35W/35W / 35W

Fuel System / type

Electronic fuel injection

Primary Reduction Headlight (high)

12V35W / 35W /35W

3.042 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

40

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 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.

41

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 BAJAJ PULSAR 220 DTSi

HERO HONDA KARIZMA

YAMAHA YZF R15

R RS.87125.00

RS.82220.00

TYPE Top speed

RS.97425.00

SPORTS

SPORTS

126Kph

125Kph

SPORTS BIKE 145Kph

Fuel

32.00

consumption(city) Fuel

43.00

consumption(highway)

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

42

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

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

43

Head lamp

12v35w/35w+35w

Active & passive safety Suspension(front)

Telescopic

Suspension(rear)

Linked type mono cross

Brakes

260mm disc

260mm disc

Liquid cooling hydraulic single disc

44

INDUSTRY PROFILE The two-wheeler industry in India has been in existence since 1955. It consists of three segments 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.

45

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. 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.

46

TOP TEN PLAYERS IN INDIAN AUTO MOBILE SECTORS 

Maruti Suzuki India



Hero Motors Limited



Tata Group



Bajaj Auto Limited



Mahindra Group



Ashok Leyland



Yamaha Motor India



Hyundai Motors India Limited



Toyota Kirloskar Motor Private Limited



Honda Motor India Private Ltd.

47

SCOPE OF THE STUDY 1. The Research was carried out to find the factors which influence Customer Satisfaction level to a maximum level. 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.

48

OBJECTIVES OF THE STUDY 1. To Study about Yamaha Motors. 2. To Study the Customer Preference towards Yamaha R15. 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.

49

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. 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.

50

RESEARCH METHODOLOGY MEANING OF RESEARCH 

Research is composed of two syllables, a prefix re and a verb search.



Re means again, anew, over again.



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

51

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.



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.

52

DEFINITION OF RESEARCH DESIGN " A r e s e a r c h d e s i g n i s t h e 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

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

53

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 , 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

54

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.

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:

55

SAMPLE UNITS My sample units were, 

Dealers



Service center



Customers

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.

56

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.

57

DATA ANALYSIS AND INTERPRETATION Table 1 Age wise classification of the Respondents

NO.OF LEVEL OPTIONS

% OF RESPONDENTS RESPONDENTS

16-20

5

10

20-24

15

30

24-30

25

50

30 AND ABOVE

5

10

TOTAL

50

100

Source: Primary Data Inference From the above table it is inferred that, 50% of the Respondents are above the age group 24-30.

58

Chart 1 Age wise classification of the Respondents

160 140 120 100 80 60 40 20 0 16-20

20-24

24-30

NO.OF RESPONDENTS

59

30 AND ABOVE

TOTAL

% OF RESPONDENTS

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

RURAL URBAN SEMI-URBAN TOTAL

61

Table 3 Classification of Respondents based on awareness about Yamaha Motors and its Products. NO.OF OPTION

% OF RESPONDENTS 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.

100 90 80 70 60

NO.OF RESPONDENTS

50

% OF RESPONDENTS

40 30 20 10 0 YES

NO

TOTAL

63

Table 4 Classification of the Respondents based on the Knowledge towards 150cc sports bike Yamaha R15. NO.OF OPINION

% OF RESPONDENTS 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.

YES NO TOTAL

65

Table 5 Classification of Customer’s choice of preference towards bikes. NO.OF OPTIONS

% OF RESPONDENTS 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

Axis Title

of preference towards bikes. % OF RESPONDENTS, 100

100 90 80 70 60 50 40 30 20 10 0

NO.OF RESPONDENTS, 50

YAMAHA

HONDA

BAJAJ

TVS

Axis Title

67

SUZUKI

TOTAL

Table 6 Classification of the Respondents based on the better choice of bike. NO.OF OPTIONS

% OF RESPONDENTS 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.

160 140 120 100 80

% OF RESPONDENTS

60

NO.OF RESPONDENTS

40 20 0

69

Table 7 Customers satisfaction level on Yamaha. NO.OF OPTIONS

% OF RESPONDENTS 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.

NO.OF RESPONDENTS

% OF RESPONDENTS

100 86

43

YES

14 7 NO

50

TOTAL

71

Table 8 Classification of customers based on the preference toward Yamaha bikes. NO.OF OPTIONS

% OF RESPONDENTS 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.

NO.OF RESPONDENTS

% OF RESPONDENTS 100

40 22 11

20

4 2

R15

CRUX

LIBERO

50

16 8

FZ

73

18 9

FAZER

TOTAL

Table 9 Classification of respondents on the basis of Preference to R15. NO.OF OPINION

% OF RESPONDENTS 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.

100 Axis Title

80 60 40

NO.OF RESPONDENTS

20

% OF RESPONDENTS

0 YES

NO

TOTAL

Axis Title

75

Table 10 Factors influencing the Respondents in Preferring Yamaha R15. NO.OF OPINION

% OF RESPONDENTS 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.

100

TOTAL

50 20

MODEL

10 24

DESIGN

12 0 0

MILEAGE

56

SPEED

28 0

20

40

60

% OF RESPONDENTS

80

NO.OF RESPONDENTS

77

100

Table 11 Respondent’s choice of buying NO.OF OPINION

% OF RESPONDENTS 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

120 100 80 60 40 20 0

SPEED

MILEAGE

DESIGN

MODEL

TOTAL

NO.OF RESPONDENTS

30

0

10

8

50

% OF RESPONDENTS

60

0

20

16

100

79

Table 12 Opinion of the Customers based on factors that influence in selection of R15. NO.OF OPINION

% OF RESPONDENTS RESPONDENTS

SPORTS BIKE

23

46

TOP SPEED

18

36

9

18

50

100

ATTRACTIVE LOOK TOTAL

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 BIKE TOP SPEED ATTRACTIVE LOOK TOTAL

81

Table 13 Opinion of the Customers based on the satisfaction level towards R15. NO.OF OPINION

% OF RESPONDENTS RESPONDENTS

HIGHLY 7

14

SATISFIED

31

62

AVERAGE

10

20

DISSATISFIED

2

4

TOTAL

50

100

SATISFIED

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 SATISFIED 7% SATISFIED 31%

TOTAL 50%

AVERAGE 10%

DISSATISFIED 2%

83

Table 14 Opinion of the Customers with their Preference towards brakes. NO.OF OPINION

% OF RESPONDENTS 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 BRAKE ORUM BRAKE TOTAL

85

Table 15 Opinion of the Customers about Preference towards wheels. NO.OF OPINION

% OF RESPONDENTS 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.

160 140

Axis Title

120 100 80 60

% OF RESPONDENTS

40

NO.OF RESPONDENTS

20 0 SPOKE WHEEL

ALLOY WHEEL

TOTAL

Axis Title

87

Table 16 Satisfactory Level of the Respondents regarding Services offered by the dealers. NO.OF OPINION

% OF RESPONDENTS RESPONDENTS

HIGHLY 3

6

SATISFIED

43

86

DISSATISFIED

4

8

TOTAL

50

100

SATISFIED

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.

NO.OF RESPONDENTS

% OF RESPONDENTS 100

86

50

43

3

6

HIGHLY SATISFIED

4 SATISFIED

8

DISSATISFIED

89

TOTAL

Table 17 Opinion of Respondent on the basis of preference with Version. NO.OF OPINION

% OF RESPONDENTS 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 1.0 VERSION 2.0 BOTH TOTAL

91

Table 18 Opinion of Respondents regarding the Better performance. NO.OF OPINION

% OF RESPONDENTS 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.

VERSION 1.0

VERSION 2.0

BOTH

TOTAL

23% 50% 17% 10%

93

Table 19 Opinion of Respondents regarding the Price of R15. NO.OF OPINION

% OF RESPONDENTS RESPONDENTS

EXPENSIVE

34

68

10

20

REASONABLE

6

12

TOTAL

50

100

TOO EXPENSIVE

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.

REASONABLE 6% TOO EXPENSIVE 10%

EXPENSIVE 34%

Other 56%

TOTAL 50%

95

Table 20 Opinion of Respondents on basis of Buying unit. NO.OF OPINION

% OF RESPONDENTS RESPONDENTS

WORTHY

40

80

NOT WORTHY

3

6

7

14

50

100

TO SOME EXTENT TOTAL

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.

96

Chart 20 Opinion of Respondents on basis of Buying unit.

100

76 76

80 60 40

100 100

38 38 50

20 10 1020

20 0

50

2 4 2 4 FOR SURE

MAYBE NOT AT ALL

TOTAL

NO.OF RESPONDENTS

% OF RESPONDENTS

NO.OF RESPONDENTS

% OF RESPONDENTS

97

Table 21 Opinion of Respondents towards consuming when the price fall NO.OF OPINION

% OF RESPONDENTS 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.

98

Chart 21 Opinion of Respondents towards consuming when the price fall

NO.OF RESPONDENTS

% OF RESPONDENTS 100

76

50 38 20 10 2 FOR SURE

MAYBE

4

NOT AT ALL

99

TOTAL

FINDINGS 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. 100

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

[ ] Tvs

[ ] Suzuki

[ ] Others (specify)………………………. 11. Which one you think to be better and why? [ ] Yamaha

[ ] Honda

[ ] Bajaj 105

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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