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.

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DEFINITION OF CUSTOMER SERVICE

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

organization delivers its services or products is way that allows the customer to access them in

the most efficient, fair, cost effective and humanly satisfying and pleasurable manner possible”.

Customer service is a common term we are familiar with which means one who aids or

provides helps to the purchase of goods and service.

SIX COMPETITIVE ADVANTAGES THROUGH CUSTOMER SATISFACTION:

ADVANTAGE

Customer comments, suggestions and response about a company’s products, business

practices and customer service orientation are one of the biggest advantages of customer

feedback surveys. Critical input and answer can help a company to develop better customer

relation programs.

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Customer satisfaction

Profit GrowthCorporate performance

New product

innovation

One stops shopping

Word or month

Loyalty in crises

Higher price

Repeat buying

DISADVANTAGE

Customer feedback surveys and questionnaires can sometimes be too scientific and

methodical to capture to humane instincts and traits of consumer. Rigorous analysis and interpret

ion of feedback and answers provided by customers might not provide the right kind insights that

business not to better serve customer.

IMPORTANCE

Since sales are the most important goal of any commercial enterprise. It become

necessary to satisfy customer for customer satisfaction it is necessary to establish and maintain

certain important characteristics like:

a) Quality

b) Fair prizes

c) Efficient delivery

d) Good customer handling skills

e) Serious consideration of consumer complaints

Satisfaction is the feeling of pleasure or disappointment attained from comparing a

product perceived performance (outcome) in relation to his or her expectations. The customer is

dissatisfied. If the performance matches the expectation, the customer satisfied. If the

performance exceeds expectations the customer is highly satisfied.

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BENEFITS

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Increased repeat

purchaseCustomer satisfaction

Increased referrels

Reduced switching to competitors

reduced price sensitivity

Increased profit

Increasd Revenue

Reduced Cost

INTRODUTION TO YAMAHA MOTORS

ABOUT INDIA YAMAHA MOTOR PVT. LTD.

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50

joint-venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its

remaining stake becoming a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008,

Mitsui & Co., Ltd. entered into an agreement with YMC to become a joint-investor in the

motorcycle manufacturing company "India Yamaha Motor Private Limited (IYM)".

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

and Faridabad in Haryana and produces motorcycles for both domestic and export markets. With

a strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a

countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX

(1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1 (998cc), YZF-R15 version 2.0 (150cc), Fazer

(153cc), FZ-S (153cc), FZ16 (153cc), SZ-R(153cc), SZ & SZ-X (153cc), SS125 (123cc), YBR

125 (123cc), YBR 110 (106cc) and Crux (106cc).

VISION

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

"creating Kando" (touching their hearts) - the first time and every time with world class products

& services delivered by people having "passion for customers".

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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%

Lines of Businesses Manufacture and sales of motorcycles, scooters,

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electrically power assisted bicycles, boats, sail boats,

personal watercrafts, pools, utility boats, fishing boats,

outboard motors, diesel engines, 4-wheel ATVs, side-

by-side vehicles, racing kart engines, golf cars, multi-

purpose engines, generators, water pumps,

snowmobiles, small-sized snow throwers, automobile

engines, intelligent machinery, industrial-use

helicopters, electrical power units for wheelchairs,

helmets.

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

Group Companies Consolidated subsidiaries: 106

Non-consolidated subsidiaries: 6 (by the equity

method)

Affiliates: 26 (by the equity method)

HIERARCHICAL STRUCTURE OF YAMAHA MOTOR LIMITED

1. Senior Management

•Executive Director

•Vice President

•Associate Vice President

•Chief General Manager

•Deputy General Manag

2. Middle Management

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•Department Chief Manager

•Manager

•Assistant Manager

3. Junior Management

•Senior Superintendent

•General Supervisor / Superintendent / Senior Engineer

•Supervisor / Assistant Superintendent / Engineer

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.

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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.

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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.

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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.

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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

Standing Corporate Auditor Yutaka Kume

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Standing Corporate Auditor Shigeki Hirasawa

Corporate Auditor (Outside) Norihiko Shimizu

Corporate Auditor (Outside) Tetsuo Kawawa

PRODUCT PROFILE

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Yamaha motor is the world’s second largest producer of motorcycles. It also produces

many other motorized vehicles such as all terrain vehicles, boats, snow mobiles, outboard motors

and personal watercraft.

LAND

Motorcycles

- Sports bikes, trial bikes, racer bikes, moto crossers, etc.

Commuter Vehicles

- Scooters, business-use bikes.

Recreational Vehicles

- All terrain vehicles, side by side vehicles, snow mobiles.

Electro-Hybrid Vehicles

- Electro-hybrid bicycles.

WATER

Boats

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

Marine Engines

- Outboard motors, electric marine motors, marine diesel engines, stern

drives.

Water Vehicles

- Personal water craft, jet boats.

POWER PRODUCTS

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Power Products

- Golf cars, land cars, generators, multipurpose engines, water pumps, snow

throwers, etc.

INDUSTRIAL PRODUCTS

Automobile Engines

Aeronautics

Pools - Pools, water slide systems, aqua trainer tabs, pool-related equipment.

Intelligent Machinery- Surface mounters, lamp art industrial robots.

MOTORCYCLES

Yamaha Alba

Yamaha Crux

Yamaha Gladiator

Yamaha SS/RS

Yamaha Libero

Yamaha Libero G5

Yamaha MT 01

Yamaha R15

Yamaha SZ

Yamaha YBR

Yamaha SS

Yamaha YZFR6

Yamaha R125

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Yamaha BWS125Fi

CURRENT LINE-UP

Yamaha VMAX

Yamaha MT01

Yamaha YZFR1

Yamaha FZ1

Yamaha FZFR15

Yamaha FAZER

Yamaha FZ-S

Yamaha FZ

Yamaha SZ-R

Yamaha SZ

Yamaha SZ-X

Yamaha SS125

Yamaha YBR125

Yamaha YBR110

Yamaha CRUX

ALL-TERRAIN VEHICLES

BW80/200/350

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YFZ450

Raptor 80/350/660/700

Blaster 200

Banshee 350

Warrior 350

Bruin 350

Kodiak 400/450

Grizzly 80/125/350/400/450/600/660/700

Big bear 400

Wolverine 350/450

Tri-Z250

SNOW BLOWERS

YT-600E

YT-600ED

YT-660EDT

YS-870

YS-870J

YS-1070

YT-1080ED

YT-1080EX

YT-1290EX

YT-1290EXR

YS-1390A

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YS-1390AR

YAMAHA-R15

OUTBOARD MOTORS

4 stroke series

4 stroke jet drive series

2 stroke V6

2 stroke portable / mid range

PERSONAL WATERCRAFT

Wave Runner

GOLF CARTS

Yamaha

Yamaha Drive

YAMAHA-R15

INTRODUCTION TO R15

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Racing Instinct - Passing on the “R series” DNA

Humchine Technologies & Sensual Racing Form -

The YZF-R1 and YZF-R6 are equipped with under cowls that are based on the image of a

diffuser, to give them the best form for aero-management. These are not cowls for simply

enclosing the engine, but forms composed of blade surfaces that actively control airflow. This

spirit has been directly inherited by the YZF-R15 version 2.0.

“Harmony between rider and machine.” YAMAHA's Human Technology involves studying

the form of the motorcycle actually in motion with the rider on it. The R series is the

embodiment of

1) A wide frontal space that protects the rider,

2) An easy to ride seating area that gives riders the freedom of movement and allows them to

steer effectively,

3) The glamorous tail treatment that takes into account the management of airflow behind the

rider, and

4) A sensual racing form that brings all 3 of these elements together in a harmonious package.

These characteristics have been splendidly reproduced in the YZF-R15 version 2.0.

The YZF-R15 version 2.0 is a new model that has been developed under the concept of a

“Graded Up R15.” While maintaining the proven ease of handling of the existing R15, the R15

version 2.0 boasts of spruced up looks and better performance in circuit riding. The design

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elements are borrowed from the super sport model YZF-R1 that is adapted from YZR-M1

MotoGP race machine.

The YZF-R15 version 2.0 – is a 150cc liquid-cooled 4-stroke fuel injected bike. The R15

version 2.0 has undergone changes as compared to the present YZF-R15 in the specs of the

Engine Control unit (ECU), drivetrain unit, a long aluminum swing arm, wider front and rear

tires (radial tire for the rear), split seat, LED taillights and new-design middle cowl & tail cowl.

SPECS

The R15 version 2.0 has undergone changes in the specs of the Engine Control unit

(ECU), drivetrain unit, a long aluminum swing arm, wider front and rear tires (radial tire for the

rear), split seat, LED taillights and new-design middle cowl & tail cowl to experience the leaner

and meaner performance.

ENGINE

Engine type Liquid-cooled, 4-stroke, SOHC, 4-valve

Cylinder arrangement Single cylinder

Displacement 149.8cc

Bore & Stroke 57 × 58.7mm

Compression ratio 10.4:1

Maximum power 17PS/ 8,500rpm

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Maximum torque 15N.m / 7,500rpmm

Starting system Electric start

Lubrication wet sump

Fuel tank capacity 12 liters

Fuel supply system Fuel Injection

Ignition system T.C.I

Primary / Secondary reduction ratio 3.042 / 3.133

Clutch type Wet Multiple-disc

Transmission type Return type 6-speed

Gear ratios 1st=2.833, 2nd＝1.875, 3rd=1.364,

4th=1.143, 5th=0.957, 6th=0.84

CHASSIS

Frame type Delta box

Caster / Trail 26° / 98mm

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Tire size (Front / Rear) 90/80-17 / 130/70-R17

Brake type (Front / Rear) Hydraulic, single disc (Front / Rear)

Suspension type (Front / Rear) Telescopic / Linked type Monocross

Headlight Lo beam12V/35W X1, Hi beam12V/35W

X2

Battery 12V, 3.5Ah (10H)

DIMENSIONS

Overall length x width x height 1,970mm x 670mm × 1,070mm

Seat height 800mm

Wheelbase 1,345mm

Minimum ground clearance 160mm

Kerb weight 136Kg

FEATURES

Engine

Liquid-cooled

DIASIL Cylinder

Fuel Injection

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Chassis

Deltabox Frame

Linked type Monocross suspension

Aluminium Swingarm

Split Seat

Wider Radial Rear Tyre

LED Taillights

New-design middle cowl

New tail cow

Rear Disc Brake

5-spoke type wheels

Exhaust System Design

Double Horn

Designer rear mud guard.

Dimensions & Weight Engine

Length(mm) 1,995 TypeLiquid-cooled, 4-stroke,

SOHC, 4-valve

Width(mm) 670 Displacement (cc) 149 .8cc

38

Height(mm) 1,070 Transmission Return type 6-speed

Wheelbase(mm) 1,290

Ground Clearance (mm) 160

Seat height (mm) 790

Kerb Weight (kgs) 131

Front Telescopic Front Brake Type Hydraulic, single disc

Rear Linked type Monocross Rear Brake Type Hydraulic, single disc

Tyres Performance

Front 80/90-17 Max. Horsepower 17PS / 8,500rpm

Rear 100/80-17 Max. Torque 15 N.m / 7,500rpm

Fuel Tank Capacity 12 liters

Other informationCompression

Ratio10.4:1

Headlight (low) 12V35W/35W / 35W Fuel System / type Electronic fuel injection

Headlight (high) 12V35W / 35W /35W Primary Reduction 3.042

39

Ratio

STRIKING FEATURES

Equipped with aluminum die casting technology based DiASil Cylinder ensures excellent heat

dissipation and helps improve fuel efficiency.

Liquid cooled engine for stable performance and better riding.

Delta box frame for comfortable and easy handling.

The R series styling and design that makes R15 a strong muscular giant on the road.

Front and Rear Tubeless tyres.

Front and Rear Disc Brakes.

Six Speeds transmission.

The design offers an easy sitting posture for better control on the roads.

DESCRIPTION

Get on the seat of this latest super sport bike Yamaha R15 and flaunt your distinctive

class. This 150 cc giant like motorcycle Yamaha R15 is based on the world famous 'R' series and

has been packed with cutting edge technologies of engine, suspension and transmission to offer

the rider a refined, better controlled and fuel-efficient performance. Make your selection among

the two hot-sizzling colors of Blue and Graphite and you would become all set to make your

mark.

Yamaha Motor India Limited has launched a new and sporty bike model "Yamaha R 15"

also known as Yamaha YZF R15 into the 150 cc bikes segment. The eye-catching supersports

40

motorcycle image of Yamaha R15 is teamed up perfectly with a state-of-the-art technology that

promises to offer a high level of balance between style and performance. The all new Yamaha

YZF R15 bike is powered with a liquid cooled 149.8cc, four-valve fuel injected engine that

exhales 17 bhp, six speed gear transmission and Delta box frame that makes riding this bike a

gliding experience on the roads.

Yamaha Motor India Limited has launched a new and sporty bike model "Yamaha R 15"

also known as Yamaha YZF R15 into the 150 cc bikes segment. The eye-catching supersports

motorcycle image of Yamaha R15 is teamed up perfectly with a state-of-the-art technology that

promises to offer a high level of balance between style and performance. The all new Yamaha

YZF R15 bike is powered with a liquid cooled 149.8cc, four-valve fuel injected engine that

exhales 17 bhp, six speed gear transmission and Deltabox frame that makes riding this bike a

gliding experience on the roads.

QUOTES-UNQUOTES

This particular bike looks very racy but actually a very mediocre person can also drive

this bike as you have probably seen today."

-Tsutomu Mabuchi Managing Director, Yamaha India.

PRICE

The price of Yamaha R15 Bike is between Rs. 1, 03,000.

(Please Note: The prices are ex-showroom and based on the close approximation.

R15 COMPARED WITH BAJAJ AND HERO HONDA

41

BAJAJ PULSAR 220 DTSi HERO HONDA KARIZMA

R

YAMAHA YZF R15

RS.87125.00 RS.82220.00 RS.97425.00

TYPE SPORTS SPORTS SPORTS BIKE

Top speed 126Kph 125Kph 145Kph

Fuel

consumption(city)

32.00

Fuel

consumption(highway

)

43.00

ENGINE SPECIFICATIONS

Displacement 223cc 149.8cc liquid cooled,

4-stroke

Man Power 20.06ps@8500rpm 17bhp@7000rpm 17bhp@8500rpm

Man Torque 19.12mm@6000rpm 1.87kgm@6000rpm 15mm@7500rpm

Gears 5 speed 5 speed 6 manual

Clutch 177 150 Wet plate

Bore 67 NA 57

Stroke 62.4 NA 58.7

No. of Cylinders 1

42

mailto:1.87kgm@6000rpm

mailto:19.12mm@6000rpm

mailto:20.06ps@8500rpm

Cylinder configure NA NA

Value per Cylinder 4

Cooling type Liquid cooling

0 to 60 4.84 sec 3.20 sec

100 to 0

DIMENSIONS

Length 1995.00mm

Width 670.00mm

Height 1070.00mm

OTHER SPECIFICATION

weight 13600kg 150.00kg 131.00kg

Ground clearance 177.00mm 150.00mm 160.00mm

Fuel tank 15.00ltrs 15.00ltrs 12.00ltrs

Wheel base 1350mm 1355mm 1290mm

Head lamp 12v35w/35w+35w

Active & passive

safety

Suspension(front) Telescopic

Suspension(rear) Linked type mono

43

cross

Brakes 260mm disc 260mm disc Liquid cooling

hydraulic single disc

INDUSTRY PROFILE

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

segments

44

1. Scooters

2. Motorcycles

3. Mopeds

Indian Automotive Industry consists of five segments,

Commercial vehicles

Multi-utility vehicles and Passenger cars

Two-wheelers

Three-wheelers

Tractors

With 5,822,963 units sold in the domestic market and 453,591 units

exported during the first nine months of the FY2010 (9MFY2010), the industry (excluding

tractors) marked a growth of 17%. Two-wheelers sales have witnessed a spectacular growth

trend since mid nineties.

TWO-WHEELER MARKET SIZE AND GROWTH

In terms of volume 4,613,436 units of two-wheelers were sold in the country in

9MFY2011 with 2,56,765 units exported. The total two-wheeler sales of an Indian industry

accounted for around 77.5% of the total vehicles sold in the period mentioned.

45

The increase in sales volume of this industry is proof of its high growth. In 1971, sales

were around 0.1 million units per annum. But by 1998, this figure had risen to 3 million units per

annum. Similarly, capacities of production have also increased from about 0.2 million units of

annual capacity in the seventies to more than 4 million units in the last nineties.

DEMAND DRIVERS

The Demand for two-wheelers has been influenced by a number of tractors over the past

five years. The Demand Drivers for the growth of two-wheeler industry are as follows:

Inadequate public transportation system, especially in the semi-urban and rural areas.

Increased availability of cheap consumer financing in past 3-4 years.

Increasing availability of fuel-efficient and low-maintenance models.

Increasing urbanization which creates a need for personal transportation.

Changes in Demographic profile.

Difference between two-wheelers and passenger car prices, which makes two-wheelers

the entry-level vehicles.

Steady increase in per capita income over the past five years.

Increasing number of models with different features to satisfy consumer needs.

TOP TEN PLAYERS IN INDIAN AUTO MOBILE SECTORS

Maruti Suzuki India

Hero Motors Limited

Tata Group

46

Bajaj Auto Limited

Mahindra Group

Ashok Leyland

Yamaha Motor India

Hyundai Motors India Limited

Toyota Kirloskar Motor Private Limited

Honda Motor India Private Ltd.

SCOPE OF THE STUDY

1. The Research was carried out to find the factors which influence Customer Satisfaction

level to a maximum level.

47

2. The study projects that Customer Satisfaction level change with the change in various

factors like evaluating and change during the delivery of vehicles and after sale

evaluation.

3. The study mainly on Yamaha R15 bike with the comparison brought out which shows the

range of R15.

4. This research is an attempt to provide feedback to Yamaha motors and the showroom

dealers, so that they can bring out changes in various department of their organization

that which will help them in becoming a number 1 motorcycle brand company in India.

5. The study here targets on Customer Satisfaction towards Two-Wheeler specifically

related to Yamaha R15 which is obtained from the survey.

6. The study underwent is related to urban areas and semi-urban areas at Hosur and

Dharmapuri town.

OBJECTIVES OF THE STUDY

1. To Study about Yamaha Motors.

2. To Study the Customer Preference towards Yamaha R15.

48

3. To Evaluate the Satisfactory level of Customers towards Yamaha Motors with special

reference to Yamaha R15.

4. To analyze the performance of Yamaha R15.

5. To Study about the factors influencing the selection of R15 bikes.

6. To Identify and analyze the Comparison between Bajaj and Hero Honda Super bikes.

7. To Study the Survey result and provide some Valuable Suggestion for the better Sale of

Yamaha Two-Wheelers.

LIMITATIONS OF THE STUDY

1. Present research is geographically restricted to Hosur and Dharmapuri town only. Hence

the result cannot be exploited to other places.

2. One of the biggest limitations with the project work is the Time factor.

49

3. Another limitation was with the Language. Since the people I interviewed were both

literate and also illiterate there was a problem in language in making them understand.

4. The sample size is small due to insufficient time allotment.

5. The seriousness of the respondent and the ability to justify the answers were also one

among the limitations.

6. The study is restricted only to the organized sector of two-wheeler industry.

RESEARCH METHODOLOGY

MEANING OF RESEARCH

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

Re means again, anew, over again.

50

Search means to examine closely and carefully, to test and try, to probe.

The two words form a noun to describe a careful and systematic study in some field of

knowledge, undertaken to establish facts or principles.

Research is an organized and systematic way of finding answers to questions.

RESEARCH DEFINITION

"Research is a process of steps used to collect and analyze information to increase our

understanding of a topic or issue". It consists of three steps: Pose a question, collect data to

answer the question, and present an answer to the question.

-“Creswell”

RESEARCH PROCESS

Choosing the research problem

Review of related literature

Collection of data

Interpretation of data

Preparing the research report

METHODS OF RESEARCH

Historical method: to reconstruct the past objectively and accurately, often in relation to

the tenability of a hypothesis.

Descriptive method: to describe systematically a situation or area of interest factually

and accurately.

51

Developmental method: to investigate patterns and sequences of growth and/or change

as a function of time.

RESEARCH METHODOLOGY

Procedures used in making systematic observations or otherwise obtaining data,

evidence, or information as part of a research project or study (Note: Do not confuse with

"Research Design," which refers to the planning and organization of such procedures).

Objective and the purpose of the study

To understand the customer satisfaction level of yamaha R15

Features and the benefits of the Two-Wheeler considered as important factor

of customer satisfaction.

To know people perception towards R15available.

SIGNIFICANCE OF THE STUDY

Variables under study

- Dependent variable : customer satisfaction.

- Independent variable : price, after sales services.

DEFINITION OF RESEARCH DESIGN

"A r e sea r ch de s ign i s t he determination and statement of the general research

approach or strategy adopted/or the particular project. It is the heart of planning. If the design

adheres to the research objective, it will ensure that the client's needs will be served."

-David J. Luck and Ronald S. Rubin

52

DESIGN

Types of Research Design Exploratory Research Design

Source of Data - Primary data : Survey method

- Secondary data : Internet, Magazines, News papers

Research Equipment Questionnaire

Sampling Technique Non Probability Technique – Random Convenience

sampling method

Sample Size 50 Samples with 2 Dealer services

Area of Research Hosur and Dharmapuri

DESCRIPTIVE RESEARCH

This method is undertaken when the researcher is interested in knowing about the

characteristics of certain groups such as age, sex, educational level, income, the relationship

between two or more variable.

This method was the most suitable in my research work

DATA COLLECTION

There may be different types of information and data, some of the information may be

unpublished, some is complete and some is incomplete, some is reliable data and some is based,

it is necessary for researcher to know the information which is usually employed in marketing

research work and the types of sources from which it is generally collected. The research

problem decides the nature of the sources of data. They may be ,

53

1. Primary data

2. Secondary data

METHODS OF DATA COLLECTION

There are two methods of data collection.

1. Internal sources

2. External sources

INTRNAL SOURCES

Internal sources are all the companies own records, registers, documents, etc.

EXTERNAL SOURCES

All other sources of information are external sources of data. Another was of classifying

the sources of information.

1. Primary data

2. Secondary data

1. PRIMARY DATA

Primary data is being collected during the course of asking questions by performing

surveys. Primary data is obtained either through respondent, either through questionnaire or

through personal interview.

I have collected the data through both personal interview and questionnaire.

54

2. SECONDARY DATA

Secondary data are the data already available in the form of print material, website,

journals, etc; I have used some magazines, news papers, websites and course materials for that

purpose.

RESEARCH TOOL

I have used the structured questionnaire in my research process which has carefully

designed keeping the entire objective in mind.

SAMPLING PLAN

The process of collecting observation from the elements of a large population may be

expensive, time consuming and difficult. It will be cheaper and quicker to collect information

from a sample plan of the population.

A sample is a subset of population through a valid statistical procedure so that it can be

regarded as representative of the entire population. The valid statistical procedure of drawing

sample from the population is called sampling. Sampling plan consists of the following elements:

SAMPLE UNITS

My sample units were,

Dealers

Service center

Customers

55

SAMPLE FRAME

The entire list of sample unit is known as sample frame. In this project my sample frame

was Hosur and Dharmapuri town.

SAMPLE SIZE

In this project being aware of time and cost constraints sample size was limited to 2

dealers and 50 customers.

SAMPLE METHOD

In my research I have used Convenient Sampling.

CONTACT METHOD

Contact method used in this project is personal interview. The methods of collecting

information through personal interviews are usually carried out in a structured way.

FIELD SURVEY

I have started the survey for accuracy of data I picked my sampling unit from some parts

of the city and then went on to analysis and report making part.

56

DATA ANALYSIS AND INTERPRETATION

Table 1

Age wise classification of the Respondents

57

Source: Primary Data

Inference

From the above table it is inferred that, 50% of the Respondents are above the age

group 24-30.

58

LEVEL OPTIONSNO.OF

RESPONDENTS% OF RESPONDENTS

16-20 5 10

20-24 15 30

24-30 25 50

30 AND ABOVE 5 10

TOTAL 50 100

Chart 1

Age wise classification of the Respondents

16-20 20-24 24-30 30 AND ABOVE TOTAL0

20

40

60

80

100

120

140

160

NO.OF RESPONDENTS % OF RESPONDENTS

59

Table 2

Geographical existence of the Respondents

LEVEL OPTIONS NO.OF RESPONDENTS % OF RESPONDENTS

RURAL 2 4

URBAN 18 36

SEMI-URBAN 30 60

TOTAL 50 100


Inference

From the above table it is inferred that, 60% of the Respondents are from Semi-urban

regions, 36% were from urban and 4% Rural Similarly.

60

Chart 2

Geographical existence of the Respondent

RURALURBANSEMI-URBANTOTAL

61

Table 3

Classification of Respondents based on

awareness about Yamaha Motors and its Products.

OPTIONNO.OF


YES 47 94

NO 3 6

TOTAL 50 100


Inference

From the above table it is inferred that, 46% of the Respondents are aware about

Yamaha and its products while 6% are unaware.

62

Chart 3

Classification of Respondents based on

awareness about Yamaha Motors and its Products.

YES NO TOTAL0

10

20

30

40

50

60

70

80

90

100

NO.OF RESPONDENTS% OF RESPONDENTS

63

Table 4

Classification of the Respondents based on the

Knowledge towards 150cc sports bike

Yamaha R15.

OPINIONNO.OF


YES 30 60

NO 20 40

TOTAL 50 100


Inference

From the above table it is inferred that, 60% of the Respondents have knowledge

about India’s first 150cc sports bike Yamaha R15.

64

Chart 4

Classification of the Respondents based on the

Knowledge towards 150cc sports bike

Yamaha R15.

YESNOTOTAL

65

Table 5

Classification of Customer’s choice

of preference towards bikes.

OPTIONSNO.OF


YAMAHA 15 30

HONDA 11 22

BAJAJ 8 16

TVS 12 24

SUZUKI 4 8

TOTAL 50 100


Inference

From the above table it is inferred that, 30% of the Customers choice are towards

Yamaha while 22% towards Honda, 16% Bajaj, 24% TVS and 8% Suzuki similarly.

66

Chart 5

Classification of Customer’s choice

of preference towards bikes.

YAMAHA HONDA BAJAJ TVS SUZUKI TOTAL0

10

20

30

40

50

60

70

80

90

100

NO.OF RESPONDENTS 50

% OF RESPONDENTS 100

Axis Title

Axis Title

67

Table 6

Classification of the Respondents based on

the better choice of bike.

OPTIONSNO.OF


YAMAHA 10 20

HONDA 14 28

BAJAJ 8 16

TVS 12 24

SUZUKI 6 12

TOTAL 50 100


Inference

From the above table it is inferred that, 28% of the Customers choice of consuming a

better bike goes to Honda while 24% on TVS and 20% on Yamaha.

68

Chart 6

Classification of the Respondents based on

the better choice of bike.

YAMAHA HONDA BAJAJ TVS SUZUKI TOTAL0

20

40

60

80

100

120

140

160

% OF RESPONDENTSNO.OF RESPONDENTS

69

Table 7

Customers satisfaction level on

Yamaha.

OPTIONSNO.OF


YES 43 86

NO 7 14

TOTAL 50 100


Inference

From the above table it is inferred that, 86% of the are satisfied with Yahama.

70

Chart 7

Customers satisfaction level on

Yamaha.

YES NO TOTAL

43

7

50

86

14

100


71

Table 8

Classification of customers based on the

preference toward Yamaha bikes.

OPTIONSNO.OF


R15 11 22

CRUX 20 40

LIBERO 2 4

FZ 8 16

FAZER 9 18

TOTAL 50 100


Inference

From the above table it is inferred that, 40% of the Customers prefer Crux while only

11% of customers preferences are towards R15.

72

Chart 8

Classification of customers based on the

preference toward Yamaha bikes.

R15CRUX

LIBEROFZ

FAZERTOTAL

1120

2 8 9

5022

40

416 18

100


73

Table 9

Classification of respondents on the basis of

Preference to R15.

OPINIONNO.OF


YES 40 80

NO 10 20

TOTAL 50 100


Inference

From the above table it is inferred that,80% of the Respondents are saying NO, so it

clearly defines that, customers prefer R15 bikes.

74

Chart 9

Classification of respondents on the basis of

Preference to R15.

YESNO

TOTAL

0

10

20

30

40

50

60

70

80

90

100

NO.OF RESPONDENTS% OF RESPONDENTS

Axis Title

Axis Title

75

Table 10

Factors influencing the Respondents in

Preferring Yamaha R15.

OPINIONNO.OF


SPEED 28 56

MILEAGE 0 0

DESIGN 12 24

MODEL 10 20

TOTAL 50 100


Inference

From the above table it is inferred that, 56% of the Respondents prefer R15 on basis of

Speed while 24% on basis of Design and 20% on Model respectively.

76

Chart 10

Factors influencing the Respondents in

Preferring Yamaha R15.

SPEED

MILEAGE

DESIGN

MODEL

TOTAL

0 10 20 30 40 50 60 70 80 90 100

28

0

12

10

50

56

0

24

20

100

% OF RESPONDENTS NO.OF RESPONDENTS

77

Table 11

Respondent’s choice of buying

OPINIONNO.OF


SPEED 30 60

MILEAGE 0 0

DESIGN 10 20

MODEL 8 16

TOTAL 50 100


Inference

From the above table it is inferred that, 60% of the Respondents are consuming R15

with Speed as its special feature.

78

Chart 11

Respondent’s choice of buying

SPEED MILEAGE DESIGN MODEL TOTAL

NO.OF RESPONDENTS 30 0 10 8 50

% OF RESPONDENTS 60 0 20 16 100

10

30

50

70

90

110

79

Table 12

Opinion of the Customers based on factors

that influence in selection of R15.

OPINIONNO.OF


SPORTS BIKE 23 46

TOP SPEED 18 36

ATTRACTIVE

LOOK9 18

TOTAL 50 100


Inference

From the above table it is inferred that, 46% of the Respondents select R15 on basis of

Sports bike while 36% touches with Top speed and 18% on Attractive look similarly.

80

Chart 12

Opinion of the Customers based on factors

that influence in selection of R15.

SPORTS BIKETOP SPEEDATTRACTIVE LOOKTOTAL

81

Table 13

Opinion of the Customers based on the

satisfaction level towards R15.

OPINIONNO.OF


HIGHLY

SATISFIED7 14

SATISFIED 31 62

AVERAGE 10 20

DISSATISFIED 2 4

TOTAL 50 100


Inference

From the above table it is inferred that, 62% of the Respondents are satisfied with their

R15’s and 14% go through with highly satisfied.

82

Chart 13

Opinion of the Customers based on the

satisfaction level towards R15.

HIGHLY SATISFIED7%

SATISFIED31%

AVERAGE10%

DISSATISFIED2%

TOTAL50%

83

Table 14

Opinion of the Customers with their

Preference towards brakes.

OPINIONNO.OF


DISC BRAKE 46 92

ORUM BRAKE 4 8

TOTAL 50 100


Inference

From the above table it is inferred that,92% of the Respondents prefer using Disc

brake than an Orum brake.

84

Chart 14

Opinion of the Customers with their

Preference towards brakes.

DISC BRAKEORUM BRAKETOTAL

85

Table 15

Opinion of the Customers about

Preference towards wheels.

OPINIONNO.OF


SPOKE WHEEL 8 16

ALLOY WHEEL 42 84

TOTAL 50 100


Inference

From the above table it is inferred that, 84% of the customers prefer to consume alloy

wheels when only 16% prefer spoke wheels.

86

Chart 15

Opinion of the Customers about

Preference towards wheels.

SPOKE WHEEL ALLOY WHEEL TOTAL 0

20

40

60

80

100

120

140

160

% OF RESPONDENTSNO.OF RESPONDENTS

Axis Title

Axis Title

87

Table 16

Satisfactory Level of the Respondents regarding

Services offered by the dealers.

OPINIONNO.OF


HIGHLY

SATISFIED3 6

SATISFIED 43 86

DISSATISFIED 4 8

TOTAL 50 100


Inference

From the above table it is inferred that, 86% of the customers are getting satisfied with

the services that are offered by the dealers.

88

Chart 16

Satisfactory Level of the Respondents regarding

Services offered by the dealers.

HIGHLY SATISFIED SATISFIED DISSATISFIED TOTAL

3

43

4

50

6

86

8

100NO.OF RESPONDENTS % OF RESPONDENTS

89

Table 17

Opinion of Respondent on the basis

of preference with Version.

OPINIONNO.OF


VERSION 1.0 28 56

VERSION 2.0 15 30

BOTH 7 14

TOTAL 50 100


Inference

From the above table it is inferred that, 56% of the Respondents prefer to take Version

1.0 when 30% prefers Version 2.0 and 14% both relatively.

90

Chart 17

Opinion of Respondent on the basis

of preference with Version.

VERSION 1.0VERSION 2.0BOTHTOTAL

91

Table 18

Opinion of Respondents regarding the

Better performance.

OPINIONNO.OF


VERSION 1.0 23 46

VERSION 2.0 17 34

BOTH 10 20

TOTAL 50 100


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


Better performance.

23%

17%

10%

50%

VERSION 1.0 VERSION 2.0 BOTH TOTAL

93

Table 19


Price of R15.

OPINIONNO.OF


EXPENSIVE 34 68

TOO

EXPENSIVE10 20

REASONABLE 6 12

TOTAL 50 100


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


Price of R15.

EXPENSIVE34%

TOO EXPENSIVE10%

REASONABLE6%

TOTAL 50%

95

Table 20

Opinion of Respondents on basis of

Buying unit.

OPINIONNO.OF


WORTHY 40 80

NOT WORTHY 3 6

TO SOME

EXTENT7 14

TOTAL 50 100


Inference

From the above table it is inferred that,80% of the respondent denies that its worth in

buying whereas 6% says not worthy and 14% to some extent.

Chart 20

96

Opinion of Respondents on basis of

Buying unit.

FOR SURE

MAYBE

NOT AT ALL

TOTAL

0102030405060708090

100

38

10

2

50

76

20

4

100

38

10

2

50

76

20

4

100

NO.OF RESPONDENTS % OF RESPONDENTS NO.OF RESPONDENTS % OF RESPONDENTS

Table 21

97

Opinion of Respondents towards consuming

when the price fall

OPINIONNO.OF


FOR SURE 38 76

MAYBE 10 20

NOT AT ALL 2 4

TOTAL 50 100


Inference

From the above table it is inferred that,76% of the respondent prefer to buy R15 if the

price comes down and 20% respondents state that they may while 4% were not interested in

preferring.

Chart 21

98

Opinion of Respondents towards consuming

when the price fall

FOR SURE MAYBE NOT AT ALL TOTAL

38

10

2

50

76

20

4

100NO.OF RESPONDENTS % OF RESPONDENTS

FINDINGS

99

1. The study finds that out of 50 respondents the majority of respondents belong to the age

group between 24-30 while the rest are between 16-20, 20-24 and 30 and above

respectively.

2. It is inferred that the majority of respondents are from Semi-Urban regions while 36%

were from Urban and 4% Rural similarly.

3. The survey states that out of 50 respondents 46% of them are aware about the product

while 6% are unaware.

4. The table states that 60% of the respondents have knowledge about India’s first 150cc

sports bike Yamaha R15.

5. From the study it is inferred that majority of customers choice are towards Yamaha while

few towards Honda, Bajaj, TVS and Suzuki respectively.

6. It is found that only 20% of customers consume Yamaha whereas Honda leads in

consumption.

7. The research states the satisfaction level of customers are high toward Yamaha.

8. The study infers that the majority of customers prefer Crux than R15.

9. The survey infers that most of the respondents shows interest in preferring R15 bikes.

10. The study states that customers prefer R15 on the basis of speed. 60% of respondents are

coming out with Speed as their buying feature.

11. From the study it is found that most of the customers prefer Disc brake rather than

Orum’s. The same way Alloy wheels rather than Spokes.

12. The research results in 86% of respondents getting satisfied by the services that are

offered by Yamaha dealers.

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.

101

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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http://www.yamahar15.co.in/

http://www.yamahamotors.co.in/

http://www.google.com/

ANNEXURE

A STUDY ON CUSTOMER SATISFACTION LEVEL TOWARDS

YAMAHA MOTORS WITH SPECIAL REFERENCE TO YAMAHA R15

QUESTIONNAIRE

1. Name :

2. Address :

3. Age :

4. Phone no :

5. Driving experience :

6. Location

[ ] Rural [ ] Urban [ ] Semi urban

7. Do you own a two-wheeler?

[ ] Yes [ ] No

8. Are you aware of Yamaha motors and its products?

[ ] Yes [ ] No

9. Have you seen India’s first 150cc sports bike Yamaha R15?

[ ] Yes [ ] No

10. Which company’s bike would you like to purchase?

[ ] Yamaha [ ] Honda [ ] Bajaj [ ] Tvs [ ] Suzuki

[ ] Others (specify)……………………….

11. Which one you think to be better and why?

[ ] Yamaha [ ] Honda [ ] Bajaj [ ] Tvs [ ] Suzuki

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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Documents

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