Yamaha-Marketing-ConsumerBehaviour-Final with.doc

8/14/2019 Yamaha-Marketing-ConsumerBehaviour-Final with.doc

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SUMMER TRAINING PROJECT REPORT

ON

CONSUMER BEHAVIOUR

IN TWO WHEELERS INDUSTRIES

Submitted in partial fulfillment of the requirement

For the award

of

POST GRADUATE DIPLOMA IN MANAGEMENT

SESSION (2012-2014)

SUBMITTED TO:- SUBMITTED BY:-

Mr ASHO! !UMAR GUPTA JUGESH !UMAR

PGDM ("INAL #EAR)

R$%% N$ & RBMI'12'1

RA!SHPAL BAHADUR MANAGEMENT INSTITUTE

Gr*+,*r N$.+

(A//r$*. AICTE N*3 D*%)

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CERTI"ICATE O" ORGANI5ATION

(RBMI)

I Pr$6 ASHO! !UMAR GUPTA hereb! "ertif! that JUGESH !UMAR#tudent of

PGDM at RA!SHPAL BAHADUR MANAGEMENT INSTITUTE GREATER

NOIDA ha# "ompleted di##ertation on CONSUMER BEHAVIOUR IN TWO

WHEELERS INDUSTRIES7 under m! $uidan"e%

Pr$6 ASHO! !UMAR GUPTA

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DECLARATION

I JUGESH !UMAR #tudent of PGDM 28. Seme#ter #tud!in$ at R+9:/+%

B++.;r M+8+


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AC!NOWLEDGEMENT

It i# m! plea#ure to be indebted to )ariou# people who dire"tl!

or indire"tl! "ontributed in the de)elopment of thi# wor( and who

influen"ed m! thin(in$ beha)ior and a"t# durin$ the "our#e of #tud!%

I am than(ful to MrASHO! !UMAR GUPTA for hi# #upport

"ooperation and moti)ation pro)ided to me durin$ the trainin$ for "on#tant

in#piration pre#en"e and ble##in$#%

I al#o e+tend m! #in"ere appre"iation to Mr% ,SO. .UM,/

'U&T, who pro)ided hi# )aluable #u$$e#tion# and pre"iou# time in

a""ompli#hin$ m! pro0e"t report%

1a#tl! I would li(e to than( the almi$ht! and m! parent# for

their moral #upport and m! friend# with whom I #hared m! da!-to-da!

e+perien"e and re"ei)ed lot# of #u$$e#tion# that impro)ed m! qualit! of

wor(%

2JUGESH !UMAR)

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TABLE O" CONTENTS

&a$e 3O%

45% I3T/ODU6TIO3 47

48% 6/ITI6,1 /E9IE OF 1ITE/,TU/E 54

4;% 6O/&O/,TE I3T/ODU6TIO3 5$8:;=*r::- Mar(etin$ re#ear"h i# needed a# there

i# a wide $ap between produ"er# and "on#umer# in the pre#ent mar(etin$ #!#tem% Due to

ma## #"ale produ"tion and di#tribution dire"t "onta"t between produ"er# and "on#umer#%

&rodu"er# do not $et dependable information a# re$ard# need# e+pe"tation and rea"tion# of

"on#umer# the! are unable to ad0u#t their produ"t# pa"(a$in$ pri"e# et"% a# per the need# of

"on#umer#% The problem "reated due to information $ap "an be #ol)ed onl! throu$h M/ a# it

po##ible to e#tabli#h "onta"t with "on#umer# and "olle"t fir#t hand information about their

need# e+pe"tation li(e# di#li(e# preferen"e# and #pe"ial feature# of their beha)iour% Thu#

M/ i# needed for remo)in$ the wide "ommuni"ation $ap between produ"er# and "on#umer#%

; C+8$=/$:,$8 $6 /$/;%+,$8 +8. /+,,*r8 $6 >$8:;=/,$8: - In India

man! "han$e# are ta(in$ pla"e in the "ompo#ition of population% There i# a #hift of

population from rural to urban area#% There ha)e been "on#iderable "han$e# in the

"on#umption and e+penditure pattern# of "on#umer# in India% The in"ome# of the people in

$eneral are ri#in$% Thi# brin$# "orre#pondin$ in"rea#e in their pur"ha#in$ "apa"it! and

bu!in$ need# and habit#% The demand for "on#umer durable# i# fa#t in"rea#in$% The mar(et

are now flooded with "on#umer durable# li(e T9 #et# and #o on% Manufa"turer# are e+pe"ted

to (now #u"h qualitati)e and quantitati)e "han$e# in the "on#umer preferen"e# and their

"on#umption pattern% For a"hie)in$ thi# ob0e"ti)e M/ a"ti)itie# are ne"e##ar! and u#eful% In

brief M/ i# needed for the #tud! of "han$e# in the pattern of "on#umption and "orre#pondin$

ad0u#tment in the mar(etin$ plannin$ poli"ie# #trate$ie#%

* $6 >$8:;=*r: 8 =+r9*,8


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be ta(en for $ranted% Mar(etin$ re#ear"h parti"ularl! "on#umer re#ear"h $i)e# )aluable data

relatin$ to "on#umer#% It i# po##ible to u#e #u"h data fruitfull! while framin$ mar(etin$

poli"ie#% Thu# mar(etin$ de"i#ion# "an be made pro "on#umer throu$h mar(etin$ re#ear"h

a"ti)itie#%

= S6, $6 >$=/*,,$8 6r$= /r>* ,$ 8$8-/r>* 6+>,$r::- 6ut-throat "ompetition i#

una)oidable in the pre#ent mar(etin$ field% Su"h "ompetition ma! be due to )ariou# fa"tor#

#u"h a# pri"e qualit! and pa"(a$in$ ad)erti#in$ and #ale# promotion te"hnique#% Entr! of

new "ompetitor# "reate# new problem# in the mar(etin$ of $ood# and #er)i"e#% In addition

mar(et "ompetition i# no more re#tri"ted to pri"e fa"tor alone% There are other non-pri"e

fa"tor# #u"h a# pa"(a$in$ brandin$ after-#ale# and ad)erti#in$ whi"h "reate #e)ere mar(et

"ompetition% E)er! produ"er ha# to find out the e+tent of #u"h non-pri"e "ompetition and the

manner in whi"h he "an fa"e it with "onfiden"e% M/ i# needed a# it offer# $uidan"e in thi#

re$ard#% , manufa"turer "an fa"e mar(et "ompetition e)en b! u#in$ "ertain non-pri"e fa"tor#%

The #hiftin$ of "ompetition from pri"e to non-pri"e fa"tor# ha# made mar(etin$ of "on#umer

$ood# more "ompli"ated and "hallen$in$% Thi# "hallen$e "an be fa"ed with "onfiden"e b!

u#in$ "ertain mea#ure# throu$h mar(etin$ re#ear"h%

7 N**. $6 /r$=/, .*>:$8 =+98< :- In "ompetiti)e mar(etin$ mar(etin$ e+e"uti)e

ha)e to ta(e qui"( and "orre"t de"i#ion% 6ompanie# ha)e to de)elop and mar(et new produ"t#

more qui"(l! than e)er before% owe)er #u"h de"i#ion i# alwa!# diffi"ult% Moreo)er wron$

de"i#ion# ma! brin$ lo## to the or$ani#ation% For "orre"t de"i#ion ma(in$ mar(etin$

e+e"uti)e need reliable data and up to date mar(et information% ere M/ "ome# to the re#"ue

of mar(etin$ mana$er% &roblem# in mar(etin$ are lo"ated defined anal!#ed and #ol)ed

throu$h M/ te"hnique#% Thi# #u$$e#t# it# need a# a tool for de"i#ion ma(in$% M/ i# needed

a# a tool for rea#onabl! a""urate de"i#ion ma(in$ in the pre#ent hi$hl! "ompetiti)e mar(et

#!#tem%

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CHAPTER-2

CRITICAL REVIEW O" LITERATURE

LITERATURE REVIEW

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6u#tomer #ati#fa"tion i# an ambi$uou# and ab#tra"t "on"ept and the

a"tual manife#tation of the #tate of #ati#fa"tion will )ar! from per#on to per#on and

produ"t*#er)i"e to produ"t*#er)i"e% The #tate of #ati#fa"tion depend# on a number of

both p#!"holo$i"al and ph!#i"al )ariable# whi"h "orrelate with #ati#fa"tion

beha)ior# #u"h a# return and re"ommend rate% The le)el of #ati#fa"tion "an al#o )ar!

dependin$ on other option# the "u#tomer ma! ha)e and other produ"t# a$ain#t

whi"h the "u#tomer "an "ompare the or$aniCation# produ"t#%

Be"au#e #ati#fa"tion i# ba#i"all! a p#!"holo$i"al #tate "are #hould be ta(en in the

effort of quantitati)e mea#urement% The#e ten domain# of #ati#fa"tion in"lude:

ualit! 9alue Timeline## Effi"ien"! Ea#e of ,""e## En)ironment Inter-

departmental Teamwor( Front line Ser)i"e Beha)ior# 6ommitment to the

6u#tomer and Inno)ation% The#e fa"tor# are empha#iCed for "ontinuou#

impro)ement and or$aniCational "han$e mea#urement and are mo#t often utiliCed to

de)elop the ar"hite"ture for #ati#fa"tion mea#urement a# an inte$rated model% The

ba#i# for the mea#urement of "u#tomer #ati#fa"tion i# b! u#in$ the $ap between the

"u#tomer# e+pe"tation of performan"e and their per"ei)ed e+perien"e of

performan"e% Thi# pro)ide# the mea#urer with a #ati#fa"tion $ap whi"h i#

ob0e"ti)e and quantitati)e in nature "u#tomer #ati#fa"tion equal# per"eption of

performan"e di)ided b! e+pe"tation of performan"e%

Mar(eter# in re"ent time# ha)e realiCed the importan"e of mar(etin$ orientation

and thi# i# bein$ refle"ted in the appli"ation of mar(etin$ mi+ element#%

6on#umerG# need# are fundamental to the formulation of an! mar(etin$ #trate$!

from de)elopin$ a "ommuni"ation plan% It ma! be worthwhile to e+plore the

intri"ate a#pe"t# of "on#umer #ati#fa"tion le)el whi"h fo"u#e# on H"on#umer need#G%

The#e "on"ept# enable mar(eter# to anal!Ce the a""eptabilit! of #trate$ie# planned

b! them%

E)en thou$h we "annot (now e)er!thin$ that i# to be (nown we do need #ome in

depth (nowled$e about the "on#umer# #tartin$ with who i# he% I# there a real Indian

"u#tomer or there i# a #et of #tereot!pe% ,ll the "on)entional wi#dom in mar(et

re#ear"h tend# to fa)or the )iew that that there are di#tin"t t!pe# and we need to

i#olate them a""ordin$ to #ome parameter and label them%

6u#tomer #ati#fa"tion a# the (e! element for #u""e## in bu#ine## i# a ma0or "on"ern

for an! indu#tr!% In thi# paper I ha)e tried to propo#e a how "u#tomer #ati#fa"tion

le)el "an affe"t the performan"e of an or$aniCation%

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6u#tomer #ati#fa"tion a bu#ine## term i# a mea#ure of how produ"t# and #er)i"e#

#upplied b! a "ompan! meet or #urpa## "u#tomer e+pe"tation% It i# #een a# a (e!

performan"e indi"ator within bu#ine## and i# part of the four per#pe"ti)e# of a

Balan"ed S"ore"ard% In a "ompetiti)e mar(etpla"e where bu#ine##e# "ompete for

"u#tomer# "u#tomer #ati#fa"tion i# #een a# a (e! differentiator and in"rea#in$l! ha#

be"ome a (e! element of bu#ine## #trate$!%

There i# a #ub#tantial bod! of empiri"al literature that e#tabli#he# the benefit# of

"u#tomer #ati#fa"tion for firm#%

M*+:;r8< >;:,$=*r :+,:6+>,$8

Or$aniCation# are in"rea#in$l! intere#ted in retainin$ e+i#tin$ "u#tomer# while

tar$etin$ non-"u#tomer# mea#urin$ "u#tomer #ati#fa"tion pro)ide# an indi"ation of

how #u""e##ful the or$aniCation i# at pro)idin$ produ"t# and*or #er)i"e# to the

mar(etpla"e%

S*%*>,8< T+r 6$%%$38< >$8>%;:$8 3*r* .r+38 +$;,

#+=++ +: + Br+8. 8 ,3$ 3**%*r 8.;:,r:

YamahaG# ob0e"ti)e J

It produ"e# bi(e# that ha)e #peed and power irre#pe"ti)e of the

milea$e%

6u#tomerG# a$e J

85-8= !ear#%

In"ome $roup -

Upper middle "la## and hi$h "la##

&rofe##ion J

Student# and !oun$ e+e"uti)e#

&rime fo"u# J

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St!le

&erforman"e

9alue of mone!

Ba#ed on earlier re#ear"h done ero onda Ba0a0 ,uto and Enfield motor"!"le# ha)e

"ome out top# in the "u#tomer #ati#fa"tion ratin$# in the 844> T3S Motor"!"le Total

6u#tomer Sati#fa"tion Stud! "ondu"ted b! T3S ,utomoti)e%

The #tud! #a!# that newl! laun"hed motor"!"le# in"ludin$ the Splendor 3A' and

6BK E+treme from ero onda Di#"o)er 5;= from Ba0a0 ,uto and Bullet ;=4 from

Enfield ha)e been ran(ed hi$he#t in their re#pe"ti)e #e$ment#%

The #tud! wa# "ondu"ted b! "ompilin$ re#pon#e# of more than >444 new motor"!"le

bu!er# a# re$ard# the performan"e of more than =4 model# a"ro## parameter# li(e#ale# #ati#fa"tion produ"t qualit! motor"!"le performan"e and de#i$n after-#ale#

#er)i"e brand ima$e and "o#t-of-owner#hip%

The inde+ #"ore pro)ide# a mea#ure of #ati#fa"tion and lo!alt! that a $i)en model or

brand en0o!# amon$ it# "u#tomer#%

The #tud! al#o found that the e+pe"tation of the bu!er of #tandard motor"!"le# 2entr!

le)el bi(e# ha# $one up from the pre)iou# le)el now the bu!er al#o e+pe"t# #imilar

attention and "ommitment a# the bu!er of hi$her )alue bi(e#%

St!lin$ of the bi(e# in e+e"uti)e #e$ment i# $ainin$ importan"e in o)erall "u#tomer

#ati#fa"tion% In tran#a"tin$ with the #er)i"e dealer "ompetiti)e pri"in$ and

e+planation ha)e $ained importan"e a# well a# ha)e hi$h impa"t on retention%

For the upper e+e"uti)e #e$ment late#t te"hnolo$! and #t!le ha)e $ained importan"e%

E+planation of feature and benefit $ained in term# of #tated importan"e while

Sale#per#on (nowled$e impa"t# lar$el! on retention%

&remium #e$ment bu!er# are at the "enter of fo"u# for all of the manufa"turer# that

ha)e edu"ated the "u#tomer and empowered him to bu! "on#"iou#l! after "omparin$all the option# now he e+pe"t# manufa"turer# to $i)e him the be#t te"hnolo$! he

que#tion# #ale#per#on and loo( for the be#t finan"in$ option# a)ailable and demand#

qui"( #er)i"e%

For future pur"ha#e# the preferen"e for motor"!"le# with hi$h en$ine "apa"it! 25=4""

and abo)e i# #een in all four re$ion# of the "ountr! howe)er it i# almo#t >4L in #outh

"lo#el! followed b! we#t% ,"ro## the "ountr! "lo#e to 8


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owner# intend to up$rade to a four-wheeler a# their ne+t )ehi"le% The propen#it! to

up$rade to a "ar i# hi$her in the north a# "ompared to other part# of the "ountr!%

CHAPTER-

CORPORATE INTRODUCTION

COMPAN# PRO"ILE

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A$;, #+=++ M$,$r: I8.+ P, L,.

Yamaha made it# initial fora! into India in 5@?=% Sub#equentl! it entered into a =4:=4

0oint )enture with the E#"ort# 'roup in 5@@7% owe)er in ,u$u#t 8445 Yamaha

a"quired it# remainin$ #ta(e a# well brin$in$ the Indian operation# under it# "omplete

"ontrol a# a 544L #ub#idiar! of Yamaha Motor 6o% 1td apan%

India Yamaha Motor operate# from it# #tate-of-the-art-manufa"turin$ unit# atFaridabad in ar!ana and Sura0pur in Uttar &rade#h and produ"e# motor"!"le# both

for dome#ti" and e+port mar(et#% ith a #tron$ wor(for"e of 8444 emplo!ee# India

Yamaha Motor i# hi$hl! "u#tomer-dri)en and ha# a "ountr!wide networ( of o)er


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e will e#tabli#h Y,M,, a# the e+"lu#i)e N tru#ted brand of "u#tomer# b!

"reatin$ .ando 2tou"hin$ their heart# - the fir#t time and e)er! time with world"la## produ"t# N #er)i"e# deli)ered b! people ha)in$ pa##ion for "u#tomer#%

W* +r* >$==,,*. ,$@

Be the E+"lu#i)e N Tru#ted Brand renowned for mar(etin$ and manufa"turin$ of

Y,M,, produ"t# fo"u#in$ on #er)in$ our "u#tomer where we "an build lon$ term

relation#hip# b! rai#in$ their life#t!le throu$h performan"e e+"ellen"e proa"ti)ede#i$n N inno)ati)e te"hnolo$!% Our inno)ati)e #olution# will alwa!# e+"eed the

"han$in$ need# of our "u#tomer# and pro)ide )alue added )ehi"le#%

Build the innin$ Team with "apabilitie# for #u""e## thri)in$ in a "limate for a"tion

and deli)erin$ re#ult#% Our emplo!ee# are the mo#t )aluable a##et# and we intend to

de)elop them to a"hie)e international le)el of profe##ionali#m with pro$re##i)e "areerde)elopment% ,# a $ood "orporate "itiCen we will "ondu"t our bu#ine## ethi"all! and

#o"iall! in a re#pon#ible manner with "on"ern# for the en)ironment%

'row throu$h "ontinuou#l! inno)atin$ our bu#ine## pro"e##e# for "reatin$ )alue and

(nowled$e a"ro## our "u#tomer# thereb! earnin$ the lo!alt! of our partner# Nin"rea#in$ our #ta(eholder )alue%

C;:,$=*r 1

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e put "u#tomer# fir#t in e)er!thin$ we do% e ta(e de"i#ion# (eepin$ the "u#tomer

in mind%

C+%%*8,;r8< Pr$>*::@

IYM# manufa"turin$ fa"ilitie# "ompri#e# of 8 #tate-of-the-art &lant# at - Faridabad

2ar!ana and Sura0pur 2Uttar &rade#h% 6urrentl! 54 model# roll out of the two

Yamaha &lant#%

The infra#tru"ture at both the plant# #upport# produ"tion of motor"!"le# and it# part#for the dome#ti" a# well a# o)er#ee# mar(et% ,t the "ore are the =-S and T&M

a"ti)itie# that fuel our a$ile Manufa"turin$ &ro"e##e#% e ha)e In-hou#e fa"ilit! for

Ma"hinin$ eldin$ pro"e##e# a# well a# fini#hin$ pro"e##e# of Ele"troplatin$ and&aintin$ till the a##embl! line%

The #trin$ent ualit! ,##uran"e norm# en#ure that our motor"!"le# meet the reputedInternational #tandard# of e+"ellen"e in e)er! #phere%,# an En)ironmentall! #en#iti)e

or$aniCation we ha)e the "on"ept of En)ironment-friendl! te"hnolo$! in$rained in

our 6orporate &hilo#oph!% The 6ompan! boa#t# of effluent Treatment plant /ainwater - ar)e#tin$ me"hani#m a moti)ated fore#tation dri)e% The IS4-5


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Our corporate mission of realizing Kando

Yamaha Motor i# a "ompan! that ha# wor(ed e)er #in"e it# foundin$ to build produ"t#

defined b! the "on"ept# of hi$h-qualit! and hi$h-performan"eP and li$ht wei$ht and

"ompa"tne##P a# we ha)e "ontinued to de)elop new te"hnolo$ie# in the area# of #mall

en$ine te"hnolo$! and F/& pro"e##in$ te"hnolo$! a# well a# "ontrol and "omponentte"hnolo$ie#%

It "an al#o be #aid that our "orporate hi#tor! ha# ta(en a path where peopleP are the

fundamental element and our produ"t "reation and other "orporate a"ti)itie# ha)ealwa!# been aimed at tou"hin$ peopleG# heart#% Our $oal ha# alwa!# been to pro)ide

produ"t# that empower ea"h and e)er! "u#tomer and ma(e their li)e# more fulfillin$

b! offerin$ $reater #peed $reater mobilit! and $reater potential%

Said in another wa! our aim i# to brin$ people $reater 0o! happine## and "reate

.andoQ in their li)e#%

,# a "ompan! that ma(e# the world it# field and offer# produ"t# for the land thewater the #nowfield# and the #(! Yamaha Motor #tri)e# to be a "ompan! that offer#

new e+"itement and a more fulfillin$ life for people all o)er the worldP and to u#e our

in$enuit! and pa##ion to realiCe people#G dream# and alwa!# be the one# the! loo( tofor the ne+t .ando%P

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H*r+r>>+% S,r;>,;r*

Mana$in$ Dire"tor and 6EO

Senior 9i"e &re#ident

9i"e &re#ident T$/ M+8+


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I8.;:,r /r$6%*

The Indian automoti)e indu#tr! "on#i#t# of fi)e #e$ment#: "ommer"ial )ehi"le#

multi-utilit! )ehi"le# N pa##en$er "ar# two-wheeler# three-wheeler# and tra"tor#%

ith =?88@7; unit# #old in the dome#ti" mar(et and L o)er the "orre#pondin$ pre)iou#% The two-wheeler #ale#ha)e witne##ed a #pe"ta"ular $rowth trend #in"e the mid ninetie#%

T3$-3**%*r:@ M+r9*, S* Gr$3,

In term# of )olume


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hile the demand dri)er# li#ted here operate at the broad le)el #e$mental demand i#

influen"ed b! #e$ment-#pe"ifi" fa"tor#%

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#AMAHA PRODUCTS

#+=++ M$,$r I8.+ P, L=,*. - , apane#e motoriCed )ehi"le-

produ"in$ "ompan! 2who#e i# at 8=44 Shin$ai Iwata ShiCuo(a i# part

of the Yamaha 6orporation% ,fter e+pandin$ Yamaha 6orporation into the

world# bi$$e#tpianoma(er then #+=++ CEO G*8> !+3+9+= too(

Yamaha into the field of motoriCed )ehi"le# on ul! 5 5@==% The

"ompan!# inten#i)e re#ear"h into metal allo!# for u#e in a"ou#ti" piano#

had $i)en Yamaha wide (nowled$e of the ma(in$ of li$htwei$ht !et #turd!

and reliable metal "on#tru"tion#% Thi# (nowled$e wa# ea#il! applied to the

ma(in$ of metal frame# and motor part# for motor"!"le#% Yamaha Motor i#the world# #e"ond lar$e#t produ"er of motor"!"le# 2after onda% It al#o

produ"e# man! other motoriCed )ehi"le# #u"h a# all-terrain )ehi"le#boat#

#nowmobile#outboard motor#andper#onal water"raft%

The Yamaha "orporate lo$o i# "ompri#ed of three tunin$ for(#pla"ed on

top of ea"h other in a trian$ular pattern%

In 8444 To!ota and Yamaha 6orporationmade a "apital allian"e whereTo!ota paid Yamaha 6orporation 54%= billion !en for a = per "ent #hare in

Yamaha Motor 6ompan! while Yamaha and Yamaha Motor ea"h bou$ht

=44444 #hare# of To!ota #to"( in return%

RACING HERITAGE

Yamaha ha# a lon$ ra"in$ herita$e where it ha# had it# ma"hine# and team

win man! different "ompetition# in man! different area# for e+ample both

road and off road ra"in$ al#o Yamaha ha# had $reat #u""e## with rider#

#u"h a#Bob annah ei((i Mi((ola .enn! /obert# 6had /eed erem!

M"'rathStefan Merriman a!ne /aine!and the late#t 9alentino /o##i%

Yamaha i# (nown to tho#e who are older in a$e a# the de#i$ner of the

modern moto"ro## bi(e a# the! were the fir#t to build a produ"tion mono-

23
http://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Iwata%2C_Shizuokahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossihttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Iwata%2C_Shizuokahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Pianohttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Genichi_Kawakamihttp://en.wikipedia.org/wiki/July_1http://en.wikipedia.org/wiki/1955http://en.wikipedia.org/wiki/Alloyshttp://en.wikipedia.org/wiki/Motorcyclehttp://en.wikipedia.org/wiki/Hondahttp://en.wikipedia.org/wiki/All-terrain_vehiclehttp://en.wikipedia.org/wiki/Boathttp://en.wikipedia.org/wiki/Snowmobilehttp://en.wikipedia.org/wiki/Outboard_motorshttp://en.wikipedia.org/wiki/Personal_watercrafthttp://en.wikipedia.org/wiki/Tuning_forkshttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Yamaha_Corporationhttp://en.wikipedia.org/wiki/Bob_Hannahhttp://en.wikipedia.org/wiki/Heikki_Mikkolahttp://en.wikipedia.org/wiki/Kenny_Robertshttp://en.wikipedia.org/wiki/Chad_Reedhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Jeremy_McGrathhttp://en.wikipedia.org/wiki/Stefan_Merrimanhttp://en.wikipedia.org/wiki/Wayne_Raineyhttp://en.wikipedia.org/wiki/Valentino_Rossi


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#ho"( moto"ro## bi(e 25@>= for 8=4 and 7 for 58= and one of the

fir#t to ha)e a water-"ooled moto"ro## produ"tion bi(e 25@?5 but 5@>> in

wor(# bi(e#%

Sin"e 5@78 Yamaha produ"ed produ"tion road ra"in$ $rand pri+

motor"!"le# that an! li"en#ed road ra"er "ould pur"ha#e% In 5@>4 3on-

fa"tor! pri)ateer team# dominated the 8=4"" orld 6hampion#hip with

'reat BritainG#/odne! 'ouldwinnin$ the title on a Yamaha TD8%

MOTORCYCLE MODELS

Yamaha ha# made an e+ten#i)e number of two- and four-#tro(e #"ooter#

on-road and off-road motor"!"le#% The Yamaha AS 7=4 introdu"ed in

5@>4 wa# #u"h an o)erwhelmin$ #u""e## that it "rippled the Briti#h

monopol! of )erti"al twin motor"!"le#%

ELECTRICAL VEHICLES

MOTORC#CLES

Yamaha ,lba

Yamaha Fro$

Yamaha 1ibero

Yamaha 'ladiator

Yamaha Me#t

Yamaha E""!

Yamaha &a##ol

Yamaha E6-48

Yamaha &a##ol-1

Yamaha YC?=

24
http://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_TD2http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiatorhttp://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1http://en.wikipedia.org/wiki/Grand_Prix_motorcycle_racinghttp://en.wikipedia.org/wiki/Rodney_Gouldhttp://en.wikipedia.org/wiki/Yamaha_TD2http://en.wikipedia.org/wiki/Yamaha_XS_650http://en.wikipedia.org/w/index.php?title=Yamaha_Alba&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Frog&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Libero&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_Gladiatorhttp://en.wikipedia.org/w/index.php?title=Yamaha_Mest&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Eccy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_EC-02&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Passol-L&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_Yz85&action=edit&redlink=1


25/101

Yamaha 9-Star

Yamaha YKF-/5

Yamaha FK5

MOPEDS

Yamaha &,S23i"(el metal h!dridebatter!

&,S 1ithium 21ithium ionbatter!

&,S Bu#ine## 23i-6d batter!

Yamaha Y=4 ,ero+ /

Yamaha o$

Yamaha o$ /

Yamaha 3eo#

Yamaha BS

Yamaha Morphou#

Yamaha AF=4A26;*9o+*'i$$le

Yamaha FS5 2Yamaha FS5E

Yamaha 1a$end

Yamaha DT=4

Yamaha TK/

Yamaha T=4

GOL" CARTS

25
http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1http://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50http://en.wikipedia.org/wiki/Yamaha_V-Starhttp://en.wikipedia.org/wiki/Yamaha_YZF-R1http://en.wikipedia.org/wiki/Yamaha_FZ1http://en.wikipedia.org/w/index.php?title=Yamaha_PAS&action=edit&redlink=1http://en.wikipedia.org/wiki/Nickel_metal_hydridehttp://en.wikipedia.org/wiki/Lithium_ionhttp://en.wikipedia.org/w/index.php?title=Yamaha_YQ50_Aerox_R&action=edit&redlink=1http://en.wikipedia.org/wiki/Yamaha_XF50Xhttp://en.wikipedia.org/wiki/Yamaha_FS1Ehttp://en.wikipedia.org/wiki/Yamaha_QT50


26/101

Yamaha '5

Yamaha Dri)e

PERSONAL WATERCRA"T

a)e/unner

WHEELCHAIRS

,"ti)e

-IB

3e#qui"( #pon#ored /a"e "hair

WHEELCHAIR UPGRADE PARTS

A-5

-II

-I

etard "hair ?=

ALL-TERRAIN VEHICLES

B?4 *844* ;=4

YFK44

Bla#ter 844

Ban#hee ;=4

arrior ;=4

Bruin ;=4

.odia(


27/101

'riCCl! ?4* 58= *;=4*


28/101

S3OMOBI1ES

Yamaha ha# re"entl! "laimed a 544L four-#tro(e #nowmobile line-up

ma(in$ them the onl! #nowmobile manufa"turer to do #o% In 6anadathou$h there are #till three model# that Yamaha manufa"ture# that are #till

8 #tro(e% The! are the Bra)o 9. =


29/101

6U//E3T 1I3E-U&

Br+$

A/*?

A,,+>9

N,r$

" N,r$

P+*r (4, G*8*r+,$8)

RS R+,$r

RS V*8,;r*

V! Pr$6*::$8+%

29
http://en.wikipedia.org/wiki/Phazerhttp://en.wikipedia.org/wiki/Phazer


30/101

SI'3IFI6,3T &/E9IOUS1Y &/ODU6ED MODE1S

Br+$

>$R

E8,>*r

E?>,*r

P+*r (1:,-r. G*8*r+,$8:)

M$;8,+8 M+?

R-1

S8$S>$$,

S8$ S/$r,

SRV 40

SR

SR 440

S R

S V/*r'V*8$=

V*8,;r*

V! 40

VMA

VMA S

V=+?

30
http://en.wikipedia.org/wiki/Phazerhttp://en.wikipedia.org/wiki/Phazer


31/101

V=+?-4

SNOWBLOWERS

#T-F00E

#T-F00ED

#T-FF0EDJ

#S-0

#S-0J

#S-100

#T-100ED

#T-100E

#T-120E

#T-120ER

#S-10A

#S-10AR

#AMAHA-R1

REMOTE-CONTROLLED HELICOPTERS

#+=++ R-0

#+=++ R-MA

OUTBOARD MOTORS

4 :,r$9* :*r*:

4 :,r$9* *, .r* :*r*:

2 :,r$9* VF

31
http://en.wikipedia.org/wiki/Unmanned_aerial_vehiclehttp://en.wikipedia.org/w/index.php?title=Yamaha_R-50&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_R-MAX&action=edit&redlink=1http://en.wikipedia.org/wiki/Unmanned_aerial_vehiclehttp://en.wikipedia.org/w/index.php?title=Yamaha_R-50&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Yamaha_R-MAX&action=edit&redlink=1


32/101

2 :,r$9* /$r,+%* ' =. r+8


33/101

OTE/ 9EI61ES

Yamaha ha# al#o built en$ine# for other manufa"turer# )ehi"le# mo#t

notabl! the 9-7and 9-?en$ine for theFord Tauru# SO% The 9ol)o A6@4u#e# a lar$er )er#ion of the #ame Yamaha 9-? en$ine% The! al#o built

Formula Onera"in$ en$ine# from the late 5@?4# to the mid 5@@4# with

little on tra"( #u""e##% In 5@@5 Yamaha de)eloped it# F5 en$ined #uper"ar

"alled the OA@@-55where two dri)er# #it in tandem in front of the en$ine

but the pro0e"t wa# "anned due to the world re"e##ion and la"( of intere#t%

Yamaha al#o tune# en$ine# for other manufa"turer# To!otabein$ one of

them% Yamaha lo$o# are for in#tan"e found on the To!ota S en$ine#% ,#

well a# the 8KK-'EutiliCed b! To!ota &ontia" and 1otu#%

Yamaha de)eloped a protot!pe for a two-#eater #port# "ar with help of

,lbre"ht 'oertC% hile the Yamaha*3i##an partner#hip ne)er pro$re##ed

be!ond the protot!pe #ta$e To!ota too( up the de#i$n and relea#ed the

To!ota 8444'T%

Yamaha i# al#o one of the bi$ < "ompanie# in the &er#onal water "raft

mar(et%

33
http://en.wikipedia.org/wiki/Ford_SHO_V6_enginehttp://en.wikipedia.org/wiki/Ford_Yamaha_V8_enginehttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Volvo_XC90http://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Supercarhttp://en.wikipedia.org/wiki/Yamaha_OX99-11http://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyota_S_enginehttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Pontiachttp://en.wikipedia.org/wiki/Lotus_Carshttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Toyota_2000GThttp://en.wikipedia.org/wiki/Personal_water_crafthttp://en.wikipedia.org/wiki/Ford_SHO_V6_enginehttp://en.wikipedia.org/wiki/Ford_Yamaha_V8_enginehttp://en.wikipedia.org/wiki/Ford_Taurushttp://en.wikipedia.org/wiki/Volvo_XC90http://en.wikipedia.org/wiki/Formula_Onehttp://en.wikipedia.org/wiki/Supercarhttp://en.wikipedia.org/wiki/Yamaha_OX99-11http://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Toyota_S_enginehttp://en.wikipedia.org/wiki/Toyota_ZZ_engine#2ZZ-GEhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/wiki/Pontiachttp://en.wikipedia.org/wiki/Lotus_Carshttp://en.wikipedia.org/wiki/Albrecht_Goertzhttp://en.wikipedia.org/wiki/Toyota_2000GThttp://en.wikipedia.org/wiki/Personal_water_craft


34/101

WATER PURIFIER

AL!ALION PURI"IER

O-,853

PURI"IER

OH-U20-SA2

OH-U20-SB1

OH-U0-HS

OH-U0-!A4

OH-U0-SB

OH-U40-!A2

OH-U40-SB1

BUSINESS MACHINES

R$$,

S;r6+>* =$;8,*r

P$$%

CNC=+>8*

G$%6 >+r

o G1E

o G1AL

E8


35/101

MT 110

MT 110 VLS

o M5 :*r*: (4 :,r$9*)

M5 12

M5 1

M5 200 (N*3 M$.*%)

M5 20

M5 00

M5 F0

U8.*r


36/101

MAR!ET CHARACTERISTICS

DEMAND

SEGMENTAL CLASSI"ICATION AND CHARACTERISTICS

The three main produ"t #e$ment# in the two-wheeler "ate$or! are #"ooter#motor"!"le# and moped#% owe)er in re#pon#e to e)ol)in$ demo$raphi"# and

)ariou# other fa"tor# other #ub #e$ment# emer$ed )iC% #"ooterette# $earle## #"ooter#

and


37/101

The Indian two-wheeler indu#tr! ha# under$one a #i$nifi"ant "han$e o)er the pa#t 54

!ear# with the preferen"e "han$in$ from #"ooter# and moped# to motor"!"le#% The

#"ooter# #e$ment wa# the lar$e#t till FY5@@? a""ountin$ for around L and 85 L of the mar(et

re#pe"ti)el! that !ear% owe)er the motor"!"le# #e$ment that had witne##ed hi$h

$rowth 2#in"e FY5@@ the motor"!"le#

#e$ment more than doubled it# #hare of the two-wheeler indu#tr! to >@L e)en a# the

mar(et #hare# of #"ooter# and moped# #tood lower at 57L and =L re#pe"ti)el!%O)er the pa#t 54-5= !ear# the demo$raphi" profile of the t!pi"al two-wheeler

"u#tomer ha# "han$ed% The "u#tomer i# li(el! to be #alaried and in the fir#t 0ob% ith a

!oun$er audien"e the attribute# that are #ou$ht of a two-wheeler ha)e al#o "han$ed%

Followin$ the openin$ up of the e"onom! and the in"rea#in$ e+po#ure le)el# of thi#new tar$et audien"e power and #t!lin$ are now a# important a# "omfort and utilit!%

The mar(etin$ pit"h of #"ooter# ha# t!pi"all! empha#iCed reliabilit! pri"e "omfort

and utilit! a"ro## )ariou# appli"ation#% Motor"!"le# on the other hand ha)e been

traditionall! po#itioned a# )ehi"le# of power and #t!le whi"h are ru$$ed and moredurable% The#e feature# ha)e now been "omplemented b! the a)ailabilit! of new

de#i$n# and te"hnolo$i"al inno)ation#% Moreo)er hi$her milea$e offered b! thee+e"uti)e and entr!-le)el model# ha# al#o attra"ted intere#t of two-wheeler "u#tomer%

'i)en thi# mar(et po#itionin$ of #"ooter# and motor"!"le# it i# not #urpri#in$ that the

new #et of "u#tomer# ha# preferred motor"!"le# to #"ooter#% ith better $round

"learan"e lar$er wheel# and better #u#pen#ion offered b! motor"!"le# the! are wellpo#itioned to "apture the ri#in$ demand in rural area# where the#e "hara"teri#ti"#

matter mo#t%

S"ooter# are per"ei)ed to be famil! )ehi"le# whi"h offer more fun"tional )alue #u"h

a# broader #eat bi$$er #tora$e #pa"e and ea#ier ride% owe)er with the #e"ond-hand"ar mar(et de)elopin$ a preferen"e for u#ed "ar# to new two-wheeler# amon$ )ehi"lebu!er# "annot be ruled out% 3e)erthele## the pa#t few !ear# ha)e witne##ed a #hift in

preferen"e toward# $earle## #"ooter# 2that are popular amon$ women within the

#"ooter# #e$ment% Motor"!"le# offer hi$her fuel effi"ien"! $reater a""eleration and

more en)ironment-friendline##% 'i)en the de"linin$ differen"e in pri"e# of #"ooter#and motor"!"le# in the pa#t few !ear# the preferen"e ha# #hifted toward# motor"!"le#%

Be#ide# a "han$e in demo$raphi" profile te"hnolo$! and redu"tion in the pri"e

differen"e between motor"!"le# and #"ooter# another fa"tor that ha# wei$hed infa)our of motor"!"le# i# the hi$h re-#ale )alue the! offer% Thu# the "u#tomer i#

willin$ to pa! an up-front premium while pur"ha#in$ a motor"!"le in e+"han$e for

lower maintenan"e and a relati)el! hi$her re#ale )alue%

37


38/101

S;//%

M+8;6+>,;r*r:

,# the followin$ $raph indi"ate# the Indian two-wheeler indu#tr! i# hi$hl!

"on"entrated with three pla!er#-ero onda Motor# 1td 2M1 Ba0a0 ,uto 1td2Ba0a0 ,uto and T9S Motor 6ompan! 1td 2T9S - a""ountin$ for o)er ?4L of the

indu#tr! #ale# a# in FY844>% The other (e! pla!er# in the two-wheeler indu#tr! are

.ineti" Motor 6ompan! 1td 2.M61 .ineti" En$ineerin$ 1td 2.E1 1M1 1td21M1 Yamaha Motor# India 1td 2Yamaha Ma0e#ti" ,uto 1td 2Ma0e#ti" ,uto

/o!al Enfield 1td 2/E1 and onda Motor"!"le N S"ooter India 2& 1td 2MSI%

,lthou$h the three pla!er# ha)e dominated the mar(et for a relati)e lon$ period of

time their indi)idual mar(et #hare# ha)e under$one a ma0or "han$e% Ba0a0 ,uto wa#the undi#puted mar(et leader till FY8444 a""ountin$ for ;8L of the two-wheeler

indu#tr! )olume# in the "ountr! that !ear% Ba0a0 ,uto dominan"e aro#e from it#"omplete hold o)er the #"ooter mar(et% owe)er a# the demand #tarted #hiftin$toward# motor"!"le# the "ompan! witne##ed a $radual ero#ion of it# mar(et #hare%

M1 whi"h had "on"entrated on the motor"!"le #e$ment wa# the main

benefi"iar! and almo#t doubled it# mar(et #hare from 84L in FY8444 to =4L in

FY844> to emer$e a# the mar(et leader% T9S on the other hand witne##ed an o)erallde"line in mar(et #hare from 88L in FY8444 to 5>L FY844>% The #hare of T9S in

indu#tr! #ale# flu"tuated on a !ear on !ear ba#i# till FY844; a# it "han$ed it# produ"t

mi+ but ha# de"lined #in"e then%

T*>8$%$


39/101

Te"hnolo$i"al tie-up

To(!a /ND 6o 1tdapan

Two-wheeler#


.ubota 6orp apan Die#elEn$ine#

M1 oint 9enture onda Motor 6o apan Motor"!"le#

.E1 Te"hnolo$i"al tie-

up

!o#un$ Motor# N

Ma"hiner! In"

Motor"!"le#

.E1 Tie up for

manufa"turin$and di#tribution

Ital0et Ital! S"ooter#

1M1 Te"hnolo$i"al tie-up

Daelim Motor 6o 1td Motor"!"le#

eroMotor#


,prilia of Ital! S"ooter#

ith the two-wheeler mar(et e#pe"iall! the motor"!"le mar(et be"omin$ e+tremel!

"ompetiti)e and the life "!"le of produ"t# $ettin$ #horter the abilit! to offer newmodel# to meet fa#t "han$in$ "u#tomer preferen"e# ha# be"ome imperati)e% In thi#

"onte+t the abilit! to deli)er newer produ"t# "all# for #ound te"hnolo$i"al ba"(in$

and thi# ha# be"ome one of the "riti"al differentiatin$ fa"tor# amon$ "ompanie# in thedome#ti" mar(et% Thu# the pla!er# ha)e in"rea#ed their fo"u# on re#ear"h and

de)elopment with #ome ha)in$ indi$enou#l! de)eloped new model# a# well a#

impro)ed te"hnolo$ie# to "ater to the dome#ti" mar(et% Further with e+port# bein$one of the thru#t area# for #ome Indian two-wheeler "ompanie# the Indian ori$inal

equipment manufa"turer# 2OEM# ha)e realiCed the need to up$rade their te"hni"al

"apabilitie#% The#e relate to three main area#: fuel e"onom! en)ironmental"omplian"e and performan"e% In India be"au#e of the "o#t-#en#iti)e nature of the

mar(et fuel effi"ien"! had been an intere#t area for manufa"turer#%

It i# not onl! that the OEM# are in"rea#in$ their fo"u# on in-hou#e /ND the! al#opro)ide #upport to the )endor# to up$rade the te"hnolo$! and al#o a##i#t tho#e #tri(in$

te"hnolo$i"al allian"e#%

TRENDS IN THE TWO-WHEELER INDUSTR#

C$=/+8*: r+:8< >+/+>, ,$ =**, ,*


40/101

mo)e ha# been prompted b! the rapid $rowth reported b! the motor"!"le# #e$ment

#in"e FY5@@=%

N>* =+r9*,: +%:$ 3,8*::8< 8,*8:* >$=/*,,$8@

, #i$nifi"ant trend witne##ed o)er the pa#t fi)e !ear# i# the in"lination of "on#umer#

toward# produ"t# with #uperior feature# and #t!lin$% Better awarene## about

international model# ha# rai#ed e+pe"tation# of "on#umer# on #ome (e! attribute#e#pe"iall! qualit! #t!lin$ and performan"e% i$h "ompetiti)e inten#it! ha# prompted

pla!er# to laun"h )ehi"le# with impro)ed attribute# at a pri"e le## than the "ompetiti)e

model#%

In an effort to #ati#f! the di#tin"t need# of "on#umer# produ"er# are identif!in$emer$in$ "on#umer preferen"e# and de)elopin$ new model#% For in#tan"e in the

motor"!"le# #e$ment motor"!"le# with en$ine "apa"it! o)er 5=4"" i# a #e$ment that

ha# witne##ed #i$nifi"ant new produ"t laun"he# and hen"e be"ome more "ompetiti)e%

The indi$enou#l! laun"hed &ul#ar 5=4 had met with #u""e## on it# laun"h andthereafter a ho#t of model# ha)e been laun"hed in thi# #e$ment b! )ariou# pla!er#%

hile Ba0a0 ,uto laun"hed the &ul#ar# 25?4 "" 844"" and 884"" with di$ital twin#par( te"hnolo$! 2DTSFi that offer# a powerful en$ine and fuel effi"ien"! of 58= ""

model#% Moreo)er in the re"ent pa#t the motor"!"le #e$ment ha# witne##ed laun"h of

)ehi"le# with hi$her en$ine "apa"it! 2hi$her than 5=4"" and power 2hi$her than

5=bhp% The#e in"lude model# #u"h a# Ba0a0 ,uto Eliminator and /o!al Enfield#Thunderbird followed b! M1# .ari#ma and Yamaha /5= and other #port# bi(e#%

The produ"t# in thi# #e$ment "ater for #t!le "on#"iou# "on#umer#% uite a few pla!er#

are de)elopin$ model# "ombinin$ feature# #u"h a# hi$her en$ine "apa"it! optimummi+ of power and performan"e and #uperior #t!lin$% owe)er the e+tent of #hift to

the#e produ"t# would depend on the po#itionin$ of #u"h produ"t# in term# of pri"e%

In the #"ooter# #e$ment the mar(et for pla#ti"-bodied )ariomati" #"ooter# "ontinue#

to witne## $rowth in the #"enario of o)erall de"line in #"ooter )olume#% i$her

)olume# and $rowth are e#pe"iall! true for "ertain #"ooter model# #u"h a# onda

,"ti)a that brou$ht in new te"hnolo$! 2be#ide# )ariomati" tran#mi##ion to furtherdifferentiate them#el)e#% Thu# the need to differentiate and "reate a ni"he ha# led to

"ompanie# #tren$thenin$ their re#ear"h and de)elopment 2/ND "apabilitie# and

redu"in$ the de)elopment time for new model#%

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INCREASING "OCUS ON EPORTS@

For the fir#t nine month# of FY844> two-wheeler e+port# in"rea#ed b! ;>L o)er the

"orre#pondin$ pre)iou# led mainl! b! motor"!"le# e)en a# e+port# of other two-wheeler# were health!% hile motor"!"le e+port# in"rea#ed b! L re#pe"ti)el!%

Motor"!"le e+port# b! Ba0a0 ,uto M1 and T9S ha)e reported a robu#t $rowth in

FY844> and are e+pe"ted to in"rea#e further in the medium term%

,lthou$h the Indian two-wheeler manufa"turer# ha)e fora!ed on their own in their

tar$et e+port mar(et# there ha)e been in#tan"e# of tie-up# with the te"hnolo$!partner#% Ba0a0 ,uto# tie-up with .awa#a(i to 0ointl! mar(et Ba0a0 produ"t# in

&hilippine# i# a "a#e in point% Under the tie-up M*# .awa#a(i Motor# &hilippine#

6orporation ha# been appointed a# e+"lu#i)e di#tributor# to mar(et #ele"t Ba0a0 two-

wheeler# that in"lude B!( 6aliber 55= and ind 58=% The#e )ehi"le# are bein$ #entto &hilippine# in the "ompletel! built unit 26BU form% Other #trate$! of e+pandin$

international pre#en"e "on#idered b! few pla!er# i# that of #ettin$ up a##embl! line# in

#ele"t South Ea#t ,#ian "ountrie# either on their own or in partner#hip with lo"alpla!er#% Be#ide# plan# of #ele"t o)er#ea# te"hnolo$! partner# to #our"e from their

Indian partner# and plan# of $lobal ma0or# to de)elop their Indian manufa"turin$ unit

a# a #our"in$ hub ma! al#o lead to in"rea#e in two-wheeler e+port# from India%

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SWOT ANAL#SIS

S,r*8


43/101

The motor"!"le mar(et ha# been $rowin$ at a phenomenal rate and there ha#

been a #hift in the "on#umer preferen"e# from 8 #tro(e bi(e#% Yamaha motor#

ha)e re"o$niCed thi# and are brin$in$ out new model# of < #tro(e bi(e# quitere$ularl! to "ater the need# of the "u#tomer#%

6on#umer# ha)e be"ome te"hnolo$! "on#"iou# and Yamaha Motor# ha)e be#t/ND fa"ilitie#% So the! "an tap new "o#tumer# with inno)ati)e te"hnolo$! in

motor"!"le de#i$n and manufa"turin$%

There lie# lot of potential in 5=4"" and abo)e #e$ment and Yamaha ha# not made

enou$h inroad# in thi# #e$ment%

Tr*+,:@

6ontinuou# di)i#ion# of "u#tomer #e$ment ha)e made "on)entional bi(e# whi"h

wa# the #tren$th of Yamaha motor#%

6on#tant demand for pri"e redu"tion from "u#tomer#%

Ba0a0 ,uto and T9S ha)e ta(en lar$e part of the mar(et #hare from Yamaha%

'rowin$ "ompetition in the indu#tr! both in the term# of new model# and pri"e

under"uttin$ too i# a matter of "on"ern a# both the #ale# realiCation and operationmar$in# ma! "ome under pre##ure%

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CHAPTER-4

RESEARCH

METHODOLOG#

RESEARCH PROBLEM AND OBJECTIVE@

/e#ear"h in "ommon parlan"e refer# to #ear"h for (nowled$e% /e#ear"h i# an

a"ademi" a"ti)it! and a# #u"h it i# u#ed in a te"hni"al #en#e% ,""ordin$ to 6lifford

ood! re#ear"h "ompri#e# definin$ and redefinin$ problem# formulatin$ h!pothe#i#

or #u$$e#tin$ #olution# "olle"tin$ or$aniCin$ and e)aluatin$ data ma(in$ dedu"tion#

and re#ear"h "on"lu#ion# to determine whether the! fit the formulatin$ h!pothe#i#%

Pr=+r $*>,* @

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The re#ear"h en"ompa##e# the primar! ob0e"ti)e of "ompari#on and anal!#i# of

Yamaha bi(e# with re#pe"t to other brand# pre)ailin$ in the mar(et i%e% ero

onda onda Ba0a0 T9S and SuCu(i %

The primar! aim i# to interpret the #ati#fa"tion le)el of "u#tomer# u#in$

!amahaG# bi(e# and to find out the area# in whi"h it need# to impro)e to de)elop a

better per"eption in the mind of it# "u#tomer# % it entail# a# to #u$$e#t !amaha how to

be"ome a no% 5 "u#tomer oriented "ompan!

S*>$8.+r $*>,* :

To $o in detail the re#ear"h in"lude# the #tud! of "omparati)e #ati#fa"tion le)el

of "u#tomer# u#in$ different bi(e brand# the )ariou# area# where "ompetitor#

#uper#ede and the area# where the "ompetitor# la"( %

Furthermore the re#ear"h aim# to find out the relati)e mar(et

"apitaliCation of Yamaha in the two wheeler indu#tr! and to #u$$e#t #ome "on"rete

and ab#olute mea#ure# to $i)e a ri#e to it# #hare in the two wheeler #e$ment %

R*:*+r> Pr$>*::

E?,*8:* L,*r+,;r* S;r*@Before #tartin$ the re#ear"h in-depth #tud! of the

topi" wa# done to form a "lear pi"ture of what and how re#ear"h i# to be done%

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"$r=;%+,8< ,* R*:*+r> Pr$%*=: The ne+t #tep wa# to find out the problem

of the "a#e% Then the problem wa# under#tood thorou$hl! and rephra#in$ the

#ame into meanin$ful term# from anal!ti"al point of )iew% Thi# #tep i# of $reate#t

importan"e in the entire re#ear"h%

D*:,8< ,* .+,+@The data wa# "olle"ted from )ariou# "la## of people ba#ed

on a$e #e+ in"ome lo"ation%

A8+%:: $6 D+,+@The data "olle"ted from )ariou# people wa# #e$re$ated into

)ariou# "ate$orie# in order to anal!Ce it% ,nal!#i# wa# done ba#ed on more than

88 different parameter#%

G*8*r+%+,$8 +8. I8,*r/r*,+,$8@Data wa# te#ted and upheld #e)eral time#

and then $eneraliCation# were drawn from the anal!#i#%

Pr*/+r+,$8 6$r ,* r*/$r,: 1a#tl! report about the re#ear"h i# made%

R*:*+r> D*:


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48/101

D*,+%: $6 ,* S;r* C$8.;>,*.

Sample SiCe 844

Tar$et &opulation 5?-8= !ear#

8=-;4 !ear#

;4 and abo)e

,rea 6o)ered Sura0pur 'reater 3oida ,nd aridwar

N Semi-urban ,nd /ural ,rea#%

Samplin$ ud$mental Simple /andom

T!pe of ue#tionnaire Stru"tured = point bipolar 1i(ert S"ale

T!pe of ue#tion# 6lo#e ended ue#tion#

SCOPE O" STUD#

The re#ear"h wa# "arried out to find fa"tor# whi"h influen"e "u#tomer #ati#fa"tion

le)el to ma+imum le)el%

The #tud! pro0e"t# that "u#tomer #ati#fa"tion le)el "han$e with "han$e in )ariou#

fa"tor# li(e .+r&)* $le e'$l+$%&o)/ .+r&)* .el&'er o, %he 'eh&(le $). $,%er $le

e'$l+$%&o)

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Thi# re#ear"h i# an attempt to pro)ide feedba"( to Motor"!"le manufa"turer Yamaha

Motor# India 1td% #o that the! "an brin$ about "han$e# in )ariou# department# of their

or$aniCation whi"h will help them in be"omin$ 3umber 5 motor"!"le brand in India%

For in#tan"e durin$ re#ear"h fa"tor# #u"h a# te"hnolo$! maintenan"e loo(# #t!le

brand ima$e beha)ior of dealer# timel! deli)er! of do"ument# and bi(e and proper

information about the produ"t were "on#idered%

Thi# re#ear"h would $i)e ne"e##ar! detail# to Yamaha motor# #o that it "ould (now

the )ariou# fa"tor# that affe"t "u#tomer #ati#fa"tion le)el and then initiate appropriate

"han$e# to ma(e it 3umber 5 motor"!"le brand in India%

CHAPTER-

DATA COLLECTION

AND

INTERPRETATION

The re#ear"h required "olle"tion of fir#t hand primar! data from the re#pondent# % the

re#pondent# ne"e##aril! were to be bi(e u#er# % The! were e+po#ed to a que#tionnaire

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"ontainin$ different parameter# for the e)aluation of their #ati#fa"tion le)el % the broad

parameter# were :

Durin$ #ale# e)aluation %

Durin$ )ehi"le deli)er! %

,fter #ale# e)aluation %

It wa# e+pe"ted that the re#pondent# were hone#t while an#werin$ the que#tion# withproper "on#ideration of the brand ima$e of the bi(e the! were "urrentl! u#in$ % the

que#tionnaire "ontained %9*r, :>+%8< to rate )ariou# parameter# %

The re#pondent# were #o #ele"ted that the! were repre#entati)e of )ariou# #e$ment# of

bi(e u#er# % the re#pondent# were que#tioned on :

&etrol pump#

Ser)i"e #tation#

Edu"ational in#titute#

9ehi"le #howroom#

Mall#

/e#idential area# and

Fa"torie#

CHAPTER-F

DATA

ANAL#SIS

DATA ANAL#SIS

The data anal!#i# portion i# the ba"(bone of an! primar! or #e"ondar! re#ear"h % there

are )ariou# tool# of data anal!#i# that help# the re#ear"her to interpret hi# data into

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final re#ult# % the data "olle"ted in thi# re#ear"h wa# anal!Ced u#in$ the mo#t effe"ti)e

tool of mar(et re#ear"h i%e%SPSS2#tati#ti"al pa"(a$e for #o"ial #"ien"e#

The parameter# were #et up $i)in$ preferen"e to non demo$raphi" fa"tor# more than

demo$raphi" fa"tor#% the data wa# anal!Ced on the total of 84 parameter# a#

mentioned below :

i% "u#tomerG# a$e

ii% marital #tatu#

iii% profe##ion

i)% edu"ation

)% attitude of dealer

)i% e+planation of produ"t feature# b! the dealer %

)ii% #ale# term# and "ondition#

)iii% produ"t di#pla! in the #howroom

i+% "leanine## in #howroom and #er)i"e #tation

+% atmo#phere

+i% "leanline## of pur"ha#ed bi(e

+ii% time ta(en in deli)er!

+iii% e+planation of bi(e fun"tion#

+i)% &DI and "he"(# made

+)% Time ta(en in do"umentation

+)i% Sale#man follow up

+)ii% /eminder of fir#t #er)i"e

+)iii% ,"tion to "omplain#

+i+% /epla"ement "ondition

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GRAPHICAL DATA INTERPRETATION

1 W> ,/*: $6 >;:,$=*r A,,,;.* ,$3+r.: =$,$r 9*

Male @@%=

Female 4%=

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Customer Attitude towards Motor Bike

Male, 99.5

Female, 0.5

Male Female

I8,*r/r*,+,$8:: Shown in the abo)e $raph #how# that @@%=L male ha# been

preferabl! to motor bi(e and re#t of female prefer than%

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2 W> /*$/%* +,,,;.* ,$3+r.: =$,$r 9*

Married 5=L

Unmarried ?=L

People attitude towards motor bike

Unmarried, 85%

Married, 15%

Married Unmarried

c

I8,*r/r*,+,$8:

?=L unmarried people attitude toward# motor bi(e whene)er re#t of 5=L married

people attitude toward# motor bi(e%

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A


56/101

4 Pr$6*::$8+%%'O>>;/+,$8+%% >$8:;=*r +,,,;.* ,$3+r.:

=$,$r 9*@

Student


57/101

I8>$=*3:* >;:,$=*r +,,,;.* ,$3+r.: =$,$r 9*@

54444-5=444 ;=L

5=444-84444


58/101

F W> >$=/+8 9* +8. =$.*%: %9*. +%%

ero onda


59/101

Ar* >;:,$=*r :+,:6+>,$8 ,$3+r.: 9*

Ye# @@%=4L

3o 4%=4L

Consumer satisfaction towards bike products

e), 99.50%

!, 0.50%

e) !

I8,*r/r*,+,$8:

,ppro+imatel! 544L "u#tomer #ati#fa"tion le)el of motor bi(e produ"t# and a

rarel! "an #a! that no "omment# about it%

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B9*: +r*


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P*$/%* 98$3 +$;, ,* 9*

T9 ;=L

3ew#paper 5=L

Friend 58L

&rodu"t Show 54L

Famil! ?L

Te#t /ide 8L

Internet 54L

oardin$ ?L

People know about te bike troug!

Famil, 8%

e)t ide, 2%

:nternet, 10%, 35%

e )$a$er, 15%Friend, 12%

Pr!d"ct (! , 10%

!arding, 8%

e)$a$er Friend Pr!d"ct (! Famil e)t ide :nternet !arding

I8,*r/r*,+,$8:

The aware and (now about motor bi(e produ"t# about ;=L b! T9 "hannel# 5=L

new#paper# * ma$aCine# 58L b! friend# 54L b! produ"t #how 54L throu$h

internet ?L b! famil! and other# throu$h te#t ridin$ and hoardin$#%

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10 W .$ $; .r* 9* ' ,3$ 3**%*r:

&a##ion ;4L

Self Sati#fa"tion ?L

6rui#in$ * 1on$

Dri)e ;4L

Show Off 8L

6ommutin$ 84L

&ower 54L

"y dri#e bike / two weelers$

el+ ati)+acti!n

8%

r"i)ing ;!ng

ri&e

30%

(! '++

2%

!mm"ting

20%

P! er

10%

Pa))i!n

30%

Pa))i!n el+ ati) +acti!n r"i) ing ;!ng ri&e (! '++ !mm"ting P!er

I8,*r/r*,+,$8:

The mo#t important thin$# to li(ewi#e an! brand of motor bi(e throu$h "ompan!

brand pa##ion and fa#hion #ati#fa"tion and "omfortabilit! i%e% in the ba#e of

pa##ion ;4L lon$ dri)e ;4L "ommutin$ 84L and power 54L and the re#t ofother#%

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11 W$= .. $; /;r>+:* + 9*

Famil!


64/101

12 W .. $; /;r>+:* + 9*

Brand 9alue ?4L

De#i$n =L

&ubli"it! 5


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1 W> ,/* r+9*: %9*. >;:,$=*r: 6+$;r,* 9*

Di#" Bra(e ?=L

Drum Bra(e 5=L

Customer attitude towards Brakes fa#ourite bike$

i)c *rae, 85%

r"m *rae, 15%

i)c *rae r"m *rae

I8,*r/r*,+,$8:

The main fa"tor i# u#ed for "u#tomer fa)ourabl! throu$h di#" bra(e and drum

bra(e% It i# ?4L u#ed di#" bra(e and re#t of u#ed drum bra(e%

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5 ,/*: $6 3**%: +r* +,,r+>,*. ,$ >;:,$=*r:

Spo(e heel 84L

,llo! heel ?4L

Customer attitude towards types of weel

attracted$

$!e


67/101

1 H$3 3+: $;r *?/*r*8>*

'ood 84L

E+"ellent >=L

Sati#fa"tor! =L

3ot 'ood 4L

Customer attitude towards e%perience$

atisfactry

'(

)%cellent

*'(

+ood

,-(

.ot +ood

-(

I8,*r/r*,+,$8:

In the mo#t preferred throu$h e+perien"e i%e% the $ood and e+"ellen"e and

#ati#fa"tor! ba#ed% In the #ur)e! it ha# been found that >=L e+"ellen"e and 84L

ha# been tellin$ about with $ood theme%

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1F C;:,$=*r: +,,,;.* ,$3+r.: :*r>8< $6 =$,$r 9*@

Showroom @=L

/oad Me"hani" =L

Customer attitude towards

ser#icing of motor bike

(!r!!m, 95%

!ad Mec(anic,

5%

(!r!!m !ad Mec(anic

I8,*r/r*,+,$8:

The main important thin$ that the motor bi(e #er)i"in$ fa"tor where it will be

better do for that% @=L "u#tomer# attitude toward# #er)i"in$ of motor bi(e in

#howroom and re#t of road me"hani"%

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1 D. ,* >;:,$=*r: +,,,;.* ,$3+r.: ,

Ye# 544L

3o 4L

Customer attitude towards

full #alue of money wit te product

e), 100% !, 0%

e) !

I8,*r/r*,+,$8:

544L "u#tomer# attitude ha# been found toward# full )alue mone! ha# ta(en o)er

all the produ"t#%

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1 C;:,$=*r +,,,;.* ,$3+r.: ,* 6**%8< +$;, .*+%*r :*r>*:

r*/r*:*8,: ,* >;rr*8, r+8.:

E+tremel! ell


71/101

"INDINGS O"

RESEARCH

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T* >+r, r*/r*:*8,: ,* +8+%:: $6 ,* >$*r*. r+8.: $8 ,* +:: $6 .66*r*8,

/+r+=*,*r:

72

B/,3DS

&,/,METE/

S

eroonda

Ba0a0 onda T9S SuCu(i Yamaha

'ender Male Male Male Male Male Male

Marital #tatu# Unmarried Unmarried Unmarried Unmarried M+rr*. Unmarried

&rofe##ion Salaried Salaried Salaried Salaried Salaried Salaried

,$e 85-8= 85-8= 85-8= 85-8= 85-8= 2F-0

Edu"ation 'raduate 'raduate 'raduate 'raduate 'raduate 'raduate

DealerG#

attitude

'ood 'ood 'ood 'ood 'ood 'ood

E+planation of

Of produ"t

feature

'ood 'ood 'ood 'ood ,)era$e A*r+


73/101

I8,*r/r*,+,$8@

1 Out of the #i+ brand# "o)ered the re#pondent# of SuCu(i are $enerall! married

while other brand# ha)e unmarried "u#tomer#%

2 The a)era$e a$e of a Yamaha "u#tomer "ome# out to be 87-;4 !ear#a# "omparedto other# brand# a)era$e "u#tomer# a$e whi"h i# 85-8= !ear#%

hen e+planation of produ"t feature# "ome# into )iew onl! Yamaha "u#tomer#ran( them a)era$e other# #a!# itG# $ood%

4 ero onda and onda are mo#t fa)ored brand# when timel! deli)er! of bi(e"ome# into pi"ture%

SuCu(i "u#tomer# #a!# that the! ha)e to run after their dealer# for thedo"umentation of the deli)er! done while other# #a! the! are #ati#fied%

F Yamaha i# be#t when #ale# follow up after deli)er! i# "on"erned%

The mo#t important point that "ome# up after anal!#i# i# that almo#t e)er! brandof "u#tomer want# a "han$e but Yamaha "u#tomer# are $enerall! lo!al to theirbrand%

To "on"lude it "an be #aid that almo#t e)er! brand la"(# in term# of #ale#

follow up% So thi# i# the area where Yamaha "an fo"u# and po#ition it# bi(e#%

Se"ondl! there i# hu$e mar(et for bi(e# be"au#e almo#t e)er! bi(e u#er want#

to "han$e it# bi(e be"au#e of #ome or the other rea#on%

1a#tl! Yamaha ha# a $ood mar(et ima$e but a minimum number of u#er# are

new% The mo#t rarin$ point i# that Yamaha in #pite of ha)in$ a low mar(et #hare i#able to retain mo#t of it# "u#tomer#%

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CHAPTER-

CONCLUSION

From the re#ear"h followin$ fa"t# about Indian two wheeler indu#tr! ha# been

inferred:

,$e $roup J

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85-;4 !ear#

&rofe##ion J

Mo#tl! #alaried

6u#tomer# are $enerall! #ati#fied with attitude of dealer# at the time of #ale#%

E)er! brand of bi(e# ha)e a poor re#pon#e in term# of #ale# follow up%

ero onda i# the mo#t famou# brand%

Fa)ored bi(e# in toda!G# date are J

un(

&ul#ar

,pa"he

6u#tomer# #tre## on qualit! a# "omplimentar! to loo(#%

Milea$e i# what e)er!bod! want#%

I8 6+>, ,* .*+%*r:/ $6 S;r+/;r Gr*+,*r N$.+ : 6$;8. ;:,$=*r: +,,,;.* +8. *+$;r ,$ D*+%*r:/ *+%;+,$8 $,*r ,+8 6$;8.

$6 H+r.3+r

CHAPTER-

LIMITATIONS

5% /e#ear"h wa# limited to onl! two wheeler motor"!"le indu#tr!%

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8% /e#ear"h wa# re#tri"ted to 3oida onl!%

;% Sin"e it i# limited onl! to two wheeler motor"!"le indu#tr! #o the entire "u#tomer

#ati#fa"tion le)el while and after pur"ha#in$ a produ"t "annot be pro0e"ted on thi#

re#ear"h%


77/101

5% INTRODUCTION O" NEW BRANDS J Yamaha #hould introdu"e new

bi(e# in the mar(et% It will definitel! ma(e the mar(et oli$opoli#ti" but will

impro)e the "ondition of Yamaha %

8% BI!E IN 10 CC SEGMENT J Yamaha doe# not ha# an! #u""e##ful bi(e

in thi# #e$ment# % Yamaha need# to introdu"e a bi(e in thi# #e$ment whi"h"an "ompete with the other brand# on pri"e power pi"(-up milea$e and

#t!le %

;% INTEGRATION O" MAR!ETING AND R D DEPARTMENT -Yamaha ha# $ot be#t /ND fa"ilitie# and international de#i$n of #port# bi(e#%It need# to inte$rate it# effort# to$ether with other department more

#pe"ifi"all! mar(etin$ win$ and tr! to $i)e "u#tomer# what the! want%


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GAPS IN LITERATURE

The re#ear"h ha# #howed followin$ $ap#

,)era$e a$e J87-;4 !ear#% the a)era$e a$e of Yamaha bi(e u#er# wa# a##umed to

be 85-8= !ear# % but from the #ur)e! it wa# found that the a)era$e a$e of Yamahabi(e u#er# lie between 87-;4 !ear# of a$e%

&rofe##ion JSalaried Youn$ e+e"uti)e# % before re#ear"h #tudent# and !oun$

e+e"uti)e# were "on#idered to be the main "u#tomer of Yamaha%but our re#ear"hha# #hown that the #alaried "la## i# the main "u#tomer of Yamaha %

From the re#ear"h it "an be ea#il! inferred that the Yamaha "u#tomer# are the

mo#t lo!al "u#tomer# a# ma+imum number of Yamaha bi(e u#er# are tho#e who

ha)e alread! u#ed Yamaha bi(e# % while the number of new "u#tomer# are mu"hle## than that of other brand#%

6ompetiti)e ad)anta$e -

Speed

&ower

&i"(-up B&

CHAPTER-12

SCOPE O" "URTHER

78


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RESEARCH

There are )ariou# "on"lu#ion# that "an be arri)ed at re$ardin$ the Indian

two wheeler indu#tr! after the e+e"ution of thi# re#ear"h % #till the re#ear"h "an not be

"on#idered a# totall! e+hau#ti)e % there are )ariou# area# that are be!ond the #"ope of

thi# re#ear"h % thi# ari#e# the need and #"ope of further re#ear"h in thi# area % #ome ofthe po##ible arena# "an be a# follow# :

Fore"a#tin$ the mar(et for two wheeler indu#tr! in "omin$ = !ear# %

Stud! of "on#umer beha)ior of Indian two wheeler indu#tr! %

De)elopin$ a model for #u""e## of a parti"ular brand on the ba#i# of

arri)ed "on"lu#ion#%

De)elopin$ a model of bi(e on the ba#i# of re#pon#e# of the "u#tomer# to

#tabiliCe in the mar(et determinin$ the optimum "ombination of

milea$e and pri"e%

CHAPTER-1

PROBLEM79


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IDENTI"ICATION

PROBLEMS IN #AMAHA

Yamaha bi(e# ha)e a poor milea$e it need# to "reate a po#iti)e ima$e in the mind

of it# "u#tomer# %

The! la"( #t!le and inno)ation%

Yamaha la"(# in a$$re##i)e mar(etin$ #trate$!%

Indian "u#tomer# are mainl! "ommuter# and not bi(er#%

Yamaha ha# no rarin$ 5=4 "" ran$e bi(e%

&eople ha)in$ a halo ima$e of /A-544%

Yamaha ha# lo#t tru#t amon$ Indian "on#umer# b! produ"in$ bi(e# li(e YBA

FaCer and 1ibero%

i$h maintenan"e "o#t%

Dearer a""e##orie#%

Yamaha ha# no )ulnerable bi(e to "ompete with hi$h milea$e bi(e# of T9S and

ero onda%

CHAPTER-14

BIBLIOGRAPH#

80


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BOO!S

B,SI6 E6O3OMET/I6SP D%3% 'u0arati

M,/.ETI3' /ESE,/6P 3%.% Malhotra

&/I36I&1ES OF M,/.ETI3'P .otler ,rm#tron$

MAGA5INES ' NEWSPAPERS

Bu#ine##orld

Bu#ine## Toda!

TheFinan"ial E+pre##

The ,uto Indu#trie# J India N ,broad

The Time# of India

WEBSITES

www%indianauto%"om

www%!amaha-motor#-india%"om

www%bi(e#%"om

COMPETITOR CUSTOMER SATIS"ACTION SURVE#

81
http://www.yamaha-motors-india.com/http://www.yamaha-motors-india.com/http://www.yamaha-motors-india.com/http://www.yamaha-motors-india.com/http://www.bikes.com/http://www.yamaha-motors-india.com/http://www.yamaha-motors-india.com/http://www.yamaha-motors-india.com/http://www.yamaha-motors-india.com/http://www.bikes.com/


82/101

6USTOME/ 3,ME -- Town:

&hone number %% State:

Email id

,ddre## of the

"u#tomer%%%%%%%%%%%%

%%

%%

3ame of the freelan"er:

,% ,re !ou J 2plea#e ti"(

Male -- Female Married -- Unmarried Salaried -- Bu#ine##

B% ,$e --

6% Edu"ation %%

5% hi"h motor"!"le do !ou ha)e V

2 &lea#e ti"(

a% ero onda b% Ba0a0 "% onda d% T)# e% SuCu(i% F% Yamaha

$% Other# plea#e #pe"if!%

8% ow did !ou fir#t learn about the motor"!"le !ou pur"ha#edV

2 &lea#e ti"(

a% Dealer#hip )i#it b% Friend "% &rodu"t #how

d% Famil! e% Ma$aCine arti"le# f% Saw one in u#e

$% ,d)erti#ement h% Te#t ride

i% Other# %%&lea#e #pe"if!%

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DURING SALES EVALUATION ----

5% hen !ou bou$ht !our new motor"!"le how #ati#fied were !ou with the

performan"e of the dealer#hip #ale# per#onnel on ea"h of the item# below:

a% ,ttitude 2 Friendline## 5 8 ;

Documents

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