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MARKET SURVEY REPORT
ON
Yamaha motor India pvt.ltd
SUBMITTED
TO
UNIVERSITY OF PUNE
BY
Bicky shah
AS PART FULFILLMENT OF
BBA (II YEAR)
OCTOBER 2008
SINHGAD COLLEGE OF SCIENCE PUNE
1
Table of
CONTENTS
Chapter No. Title Page No.Declaration 4Guide Certificate 5Acknowledgement 6Executive Summary 7Objectives 8
I1.11.21.3
IntroductionBackground of the surveyProduct-An overviewObjectives of the survey
9-30
II2.12.22.2.12.2.22.32.42.4.12.4.22.52.5.12.5.22.62.72.82.9
RESEARCH METHODOLOGYResearch DesignTypes DataPrimary DataSecondary DataSources of DataSample PlanUniverseSample SizeMethod of Data collectionQuestionnaireFormation of QuestionnaireField WorkData AnalysisLimitationPresentation of the Report
31-38
III Data Processing and Analysis 39-51IV Major Findings 52-53V Suggestions and Recommendations 54-56
AnnexureA:Questionnair
57-63
2
B:List of contacts madeC:Brochure, if anyD:BibliographyE:Any other
3
DECLARATION
I hereby declare that this Market Survey Report “YAMAHA MOTOR
INDIA” submitted towards fulfilment of BBA Degree of Pune
University is and original work done by me.
_ _ _ _ _ _ _ _ _ _ _ _ _
SIGNATURE
BICKY SHAH
DATE:-
PLACE:-
4
CERTIFICATE
This is to certify that Project report titled “YAMAHA MOTOR INDIA”
is a bonafied work carried out by Mr. Bicky Shah of BBA -2nd yr of
Sinhgad College of Science toward fulfilment of BBA degree of
university. He has worked under our guidance and direction.
Signature Signature
Dr. SAMPADA JOSHI Prof.S.D Karlekar
(PRINCIPAL) (Project guide)
Date: - Date:-
Place: - Place:-
ACNOWLEDGEMENT
5
This Project Report would not have been completed without the
guidance of our principal Dr. Sampada Joshi and Project Guide Prof.
S.D.Karlekar.
I express my sincere thanks and gratitude to both of them for helping
me and also those who helped me directly or indirectly.
_ _ _ _ _ _ _ _ _ _ _ _
BICKY SHAH
Date:-
Place:-
EXECUTIVE SUMMARY
6
The company Yamaha Motor Pvt. Ltd. Is an internationally acclaimed company
in the field of two wheeler?
Segment of automobile industry? Yamaha Motor India Pvt. Ltd. Is a 100%
subsidiary of Yamaha Company Ltd JAPAN? Its project range includes Crux in
the Basic Segment, Libero in the standard segment, Fazer in the deluxe segment
and Enticer and R15 on the pleasure segment. With the launch of various 4 –
stroke motorcycles, which give true value of money in the terms of superior
mileage, performance and durability, the company has gained the reputation of
a reliable 4-stroke Motorcycle manufacturer.
The details of the project are as follows:
Project Title: - YAMAHA MOTOR INDIA
Organisation: - Yamaha Motor India Pvt. Ltd.
West Zone Marketing Office, Pune.
Project Leader: - Mr. BICKY SHAH.
OBJECTIVE:-
7
1. To screen the market presence of Yamaha Motor India Pvt. Ltd.
2. To assess the level of satisfaction among the customers.
3. To find out the perception of the customer and the users about Yamaha
Bikes.
4. To find out the exceptions of the customer with regards to quality and
service.
5. To find out the effectiveness of marketing activities undertaken by Yamaha
Motor India Pvt. Ltd.
Methodology:-
This is a Quantitative Research with inputs from customers of
Yamaha Motor India Pvt. Ltd. In areas of Pune City. The consumers are with
the help of questionnaires and personal interviews.
Sampling Plan:-
The Sampling frame consists of 50 users of Yamaha Bikes.
8
CHAPTER NO .1
INTRODUCTION
1.1 BACKGROUND OF THE SURVEY
1.2 PRODUCT-AN OVERVIEW
1.3 OBJECTIVES OF THE SURVEY
BACK GROUND OF THE SURVEY
9
The Indian two-wheeler sector is the largest in terms of volumes among the
entire segment in Automobiles Industry. The Indian two-wheeler market has a
size of over Rs 100 billion with sales of more than 3.7 million units in 2000-
2001 and has been growing at 7% rate over 1887-2001.
Five players mainly dominate the two-wheeler segment. All these companies
have foreign collaboration mainly with well known Japanese firms. All these
players have been expanding capacity and widening their product base which
confirm to Euro Environment norms.
Indian is one of the lowest cost production bases for two-wheelers. In the last
four to five yrs, the two wheeler market has witnessed a marked shift towards
motorcycles at the expense of scoters. In the process the share of motorcycle
segment has grown from 48% to 58%.
The urban customers are aspiring to possess the latest in terms of looks,
technology, energy efficient and sleeker looking models that replaced the staid
ones in the market. In rural areas, consumers have come to prefer sturdier
bikes to withstand the bad road conditions.
Marketing is a dynamic field. In past few years, many important and dynamic
changes have taken place in marketing field as a result of rapid technological
changes, globalization as well as unemployment and stagnation, etc. The
marketing executives have been forced to assume wide range of
responsibilities. The companies have been more market driven in their
strategic decision-making.
To cater this need of decision-making, a formalized means of acquiring
information is necessary. This is need is by “Market Research”. The American
Marketing Association Defines Market Research as “The systematic gathering,
recording and analyzing of data about problem relating to marketing of goods
and services.” The subjects to which companies apply their marketing research
10
are markets, products, sales force problems, distribution channel, advertising
and other problems broader than marketing such as Business and short-term
for
YAMAHA MOTOR INDIA (YMI)
Holding the true spirit of commitment to customer satisfaction – Yamaha
Motor India is enriching lives of the people with the same ingenuity and
enthusiasm as its parent company – Yamaha Motor Corporation, Japan.
Having operated in India as technology provider for almost two decades YMI
was incorporated in August 2001 as a 100% subsidiary of YMC , Japan. Since
then it has been in the process of redefining business processes and extending
the awe and power associated with the legacy of the Yamaha Group.
Adhering to its Corporate Mission – “Creating Kendo – Touching Your Heart”
it is striving to touch every heart across the length and breath of India.
YAMAHA MOTOR
Yamaha Motor India Pvt. Ltd. Is a 100% owned subsidiary of Yamaha Motor
Company Ltd. of Japan. Yamaha Motor is located at Faridabad, Haryana with
employee strengthof more than 3000 people. The company has opened
“Yahama One”- a branded dealership at Delhi and plansto open more in the
future.
Yamaha MotorCompany, Jpan has aslo set up another subsidary-Yamaha
Motors India Sales Pvt. Ltd. (YMIS) that deals with the sales and sales and
after sales services for Yamaha brand of bikes.YMIS is located at Surajpur,
outside Delhi with an emplyee strength of 120.
1.2 PRODUCT – OVERVIEW
Yamaha R15 11
The R Concept:
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.
“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.Additionally; the designs were developed in the same modelling
12
room where YZF-R1 designers worked. Information was shared, ensuring that
the R lineage would be transmitted. In addition, the model also incorporates a
multitude of adjustments for the Indian market including seat shape that allows
for tandem riding (integrated with the main seat).
Engine type Liquid-cooled, 4-stroke, SOHC, 4-
valve
Cylinder arrangement Single cylinder
Displacement 149 .8cc
Bore x Stroke 57×58.7mm
Compression ratio 10.4:1
Maximum power 17PS / 8,500rpm
Maximum torque 15 N.m / 7,500rpm
Starting system Electric Start
Lubrication wet sump
Engine oil capacity 1.0 litres
Fuel tank capacity 12 litres
Fuel supply system Electronic fuel injection
Ignition system T.C.I
Primary / Secondary reduction
ratio
3.042 / 3.000
Clutch type Constant-mesh wet multi-plate
Transmission type Return type 6-speed
13
Gear ratios 1st=2.833, 2nd＝1.875, 3rd:=1.364,
4th=1.143, 5th=0.957, 6th=0.84
Frame type Delta box Frame
Caster / Trail 26° / 100mm
Tire size (Front / Rear) 80/90-17 / 100/80-17
Brake type (Front / Rear) Hydraulic, single disc (Front / Rear)
Suspension type (Front / Rear) Telescopic / Linked type Motocross
Headlight 12V35W / 35W＋35W
Overall length x width x height 1,995mm x 670mm x 1,070mm
Seat height 790mm
Wheelbase 1,290mm
Minimum ground clearance 160mm
Dry weight / Curb weight 120kg / 131kg
Yamaha Crux
14
Crux providing outstanding pick up comes with advanced air-colled 4 stroke
engine. Its elegant body graphics and excellent structure seem really mind
captivating features to the classy bikers.
Its smooth and comfortable riding suspensions are the adjustable shockers. If
going for a long ride, then long comfortable seat of Crux will provide pleasure
of happy journey.
Its 130 diameter drum brake gives the proper support of riding. Its chrome
plated fender is the best supporter of the supportive wheel.
Its light fitting is among other feature who gives the complete assurance of
night riding. This arrangement includes multi- reflector headlight and multi-
reflector tail lamp.
It is found in different colours:
Red
Black
Silver
Specifications
Engine / Transmission
Type 4-stroke, Air cooled, SOHC
Displacement 105.6 cc
15
Max. Power 7.6 Bhp @ 7500 rpm
Max. Torque 0.80 Kg-m @6000 rpm
Transmission 4 Speed constant mesh
Dimensions (L x W x H) 1997x735x1055mm
Wheelbase 1247 mm
Dry Weight 105.5 Kg
Electrical
Battery 12V, 2.5 Ah
Head Light 12V – 35 / 35 W
Tail Light 12V – 5 / 21 W
Suspension
Front Telescopic Fork, oil damped
Rear Coil Spring, oil damped
Tyre
Front 2.50 x 18 - 4PR
Rear 2.74 x 18 - 6PR
Fuel
Tank Capacity 11 Litres
Brake
Front 130 mm Dia Drum
Rear 130 mm Dia Drum
Yamaha Enticer
16
The bike on test with me is the base version without disc brakes or self start,
costing Rs.55, 185/-. If you add Rs.9,000/- to it for disc brake and self start, it
still is only Rs.64,000/-, which is still Rs.25,000/- less than the Eliminator
which comes with self start and disc as standard.
While the Enticer entices aspirants with its price, the Eliminator eliminates most
aspirants with its price.
So, what is it like? Looks it has in plenty. Raised handlebar. Long wheel-base.
Easy rider seating geometry. Foot boards instead of foot pegs. Fat rear tyre.
Single pod instruct. Chromed RV mirrors. And currently available in three
colours: Gold (light yellow), Burgundy (reddish) and Black.
Motive power comes from the same square, 54 mm x 54 mm bore x stroke,
123.7cc pot that powers the Yamaha YBX. While max. Torque of 1.06 KgM at
6500 rpm is identical to the YBX, the 11 bhp (PS) of power in the Enticer
engine comes at a slower 8000 rpm while in the YBX it comes at a higher 8500
rpm. Compression ratio of the Enticer is 10:1.
17
Wheelbase is 1375 mm with a claimed ground clearance of 140 mm. Kerb
weight (with oil and full petrol tank) is 125 kg while dry weight is 116 kg. Fuel
tank capacity is 13 litres with a reserve of 2.4 litres. The VM20SS, Ucal /
Mikuni carburettor breathes thru a wet type air cleaner. Fuel is ignited by an
NGK spark plug, model CR7HSA with ideal plug gap being 0.65 mm. Ignition
is CDI.
Electricity is produced by a 12 volt flywheel magneto with a 12v-2.5 Ah lead
acid battery. Headlight power is 12v-35w. Front tyre is a 4-ply rating 2.75 x 18
(Zapper FS pattern), while at the rear is a 6-ply rating 120/80 x 16, Y-pattern
Zapper.
Engine oil specified is Yam lube 4-stroke motor oil (20W40 type SF) or
equivalent. Yamaha also warns NOT to use oils that contain anti-friction
modifiers or car oils (often referred to as Energy conserving oils) that contain
anti-friction additives, since this will cause clutch slippage and will in turn
reduce life of components and cause drop in engine performance. While total
quantity of engine oil is 1.2 litres, top up quantity is a convenient one litre.
It is found in different colors:
Black
Burgundy
Gold
Yamaha Gladiator 18
Gladiator’s single cylinder air cooled 4 strokes to deliver maximum power of
8.0 kW @ 7500-6500 rpm.It is further equipped with many features like
graphics and volume , new design side cover , newly designed shroud
highlighting down force line etc. Comforts of the passengers are highly
maintained due to the presence of specially designed seat with enough front
and rear space, supporting and easily grabbing die-cast aluminium grab-bar
etc.
Its masculine body structure supported by light weight diamond type frame is
the assurance of stable riding. Its riding suspension ensures the smooth, jerk
free biking.
Its lighting arrangement include 35W/35W multi-reflector head light, position
indicator and combustion indicators, combustion tail light etc.
Its front brakes include 240 mm disc brake with eco-friendly brake pads and
150 mm drum brake with large capacity. Rear brakes of this motorcycle
include dust resistant, durable 130 mm drum brake and non-asbestos brake
shoe to lessen environmental impact.
Other striking features available in this bike are DC-CDI ignition system , 5
spared transmission , air induction system and hair pin type catalytic converter,
19
non-asbestos type cults friction plate, low noise (silent) cam chain, YTPS
equipped BS carburettor, newly designed sporty muffler etc.
It is found in two different models:
Gladiator Std
Gladiator DX
Technical Specifications
Engine
Type4 Stroke, Air Cooled,
SOHC, Advantech Engine.
Displacement 106 cc
Bore xStroke 49 * 56 mm
Performance
Max.BHP 7.6PS @ 7,500 rpm
Max. Torque(Nm) 0.8 Kgm @ 6000 rpm
Max. Speed 110 kmph(Solo)
Transmission 4 Speed
Electricals
Battery 12V - 2.5 AH
Head Light 12V - 35/35W
Tail Light 12V - 5/21 W
Turn Flasher 12V - 10W (x4)
Chassis
Frame Double Cradle
Dimension (l x w x h) 2025 x 730 x 1050 mm
Wheelbase 1290 mm
20
Ground Clearance 173 mm
Kerb Weight 109 kg
Suspension
FrontTelescopic Forks, Oil
Damped
RearAdjustable, 5 step, Oil
damped Coil Spring
Tyres
Front 2.75 X 18" Ribbed
Rear3.00 X 18" - 6PR
Universal
Fuel Tank
Tank Capacity 13 Lts., Reserve 1.70 Lts.
Brakes
Front 130 mmDia.
Rear 130 mm Dia.
Yamaha Libero G5
21
Specification
Engine / Transmission
Type4 Stroke, Single Cylinder, Air
Cooled SOHC
Cubic Capacity 106 CC
Cylinder ArrangementForward Inclined Single
Cylinder
Bore x stroke 49.0 mm x 56.0 mm
Compression Ratio 9.0:1
Maximum Power 7.6 PS / 5.59 kW @ 7500 rpm
Max. Torque 7.85 Nm / 8 kg-m @ 6000 rpm
Seat height Rider/ Pillion Rider) 800 mm / 850 mm
Start Kick Start
Gear Box 4 Speed
IgnitionCDI (Digitally Timing
Advanced)
Carburettor type Variable Venturi Type
Transmission typeFour steps of regular
engagement formula advance
22
Primary/Secondary reduction ratio 3.722 (67 / 18) / 3.214(45 / 14)
Gear ratio
1st: 3.000(33 / 11); 2nd:
1.688(27 / 16); 3rd: 1.200(24 /
20); 4th:0. 875(21 / 24)
Clutch type Wet, Multiple-disc
Electrical
Battery 12V, 2.5 Ah
Headlight12V, 25W / 35W(Halogen-
HS1)
Lubrication SystemCompulsive pressure Wet
Sump
Fuel Meter Indicates Fuel Level
Suspensions
Front Telescopic fork suspension
Rear Swing arm suspension
Brakes
Front Drum Brakes
Rear Drum Brakes
Tyres
Front 2.75" x 18" 4 PR
Rear 3.00" x 18" 6 PR
Dimension
Overall height 1050 mm
Overall length 2000 mm
Overall Width 730 mm
23
Wheelbase 1290 mm
Ground Clearance 173 mm
Kerb weight 119 kg
Dry Weight 109 kg
Frame Type Double Cradle Type
Fuel
Fuel Tank Capacity 13 Litres
It comes equipped with various striking features like 13 litres of newly
introduced techno graphics large fuel tank with side covers, fuel guage,etc. Its
excellent body lining with new graphic cover tail and new stylish air coops are
catching the eyes of many finicky bikers.
It is found in different colours:
Red
Blue
Black
Yamaha Alba 106
24
Yamaha Alba 106 is the gem unveiled by the Yamaha Motors, India which has
been incorporated with advent grade technological inputs. Beautifully blending
the youthful style with decency the new launch exhibits robustness and solidity,
enough to lure the buyers. Features beneficial in imparting these qualities to the
bike are its brawny muscled tank, well built side and rear panel. Economic &
demanding low maintenance, it offers optimum comfort to the rider.
Salient features of this amazing bike which makes it apt for rider’s correct
posture are:
Aerodynamic cowl
Sturdy tank
Broad seat
Ergonomic seat
Handlebar
Knee recess on the petrol tank
Other Features
Yamaha Alba 106 is appropriate for Indian driving conditions, with its awesome
spaced gear ratio which enables it to drive smoothly even in congested
conditions without repeated gear changing. Some of the attributes are listed
below:
25
106cc engine
Good combo of torque and mileage
Long lasting life
Innovative designed indicators
Tail light
Four stroke bike
Powered by single cylinder
Two-valve
Air cooled engine
Peak power of 7.6 PS at 7,500rpm
Maximum torque of 7.85 Nm at 6,000rpm
Enhanced air induction system
Breathing engine reduces exhaust emissions
Available Colours:
Black
Blue
Red
Silver
Yamaha RXG 135
26
Note: Company does not manufacture this model.
The present models of Yamaha are cashing in on the popularity gained by the
Yamaha RX100. Yamaha decided to launch upgraded models after the earlier
model could not conform to the emission standards. The first was the RXG 135.
It made up for the power loss due to improvement in the engine to tackle
emission norms. However, it could not match the performance and the
expectation that people had developed about Yamaha because of the RX 100.
Then came the YEIS 135. There is a considerable difference in performance due
to changed gear ratio and tuning. The styling has also been adapted to reflect a
more contemporary ethos. This is finally a bike that Yamaha lovers love to call
their own.
Escorts Ace
27
Note: Company does not manufacture this model.
A product of contemporary technology, it has a happy blend of hi-power hi-pick
up 175cc, 10bhp engine with ecolube and alfine cylinder for better cooling and
longer engine life-ideal for tropical climate. Its aerodynamic, modern styling
reflects right from the front fairing to the rear trims with integrated lights. Its
longer wheel base, wide tyres, better ground clearance and bigger brake drums
make it a safe bike for the Indian roads.
Yamaha RXZ
Note: Company does not manufacture this model.
This is an entirely new look Yamaha, achieved with the help of the side panel,
matching headlight cover, engine guard and fuel tank has enhanced the sale and
the look of the bike. To go with the new style is the 135cc engine that the
Yamaha introduced with the RX 135. The engine along with its styling changes
brought the spirit of the RX 100 back into the Yamaha RXZ. The addition of a
tachometer to the Speedo consloe looks a bit incomplete but has made up for the
lack of instrumentation in the earlier models. An addition is the headlight,
which improves the styling, and also the aerodynamics of the vehicle.
Yamaha Motorcycles
28
Model Capacity
Rajdoot Excel 173cc
Yamaha Crux 106cc
Yamaha R15 149.8cc
Rajdoot Standard 173cc
Yamaha Enticer 123.7cc
Yamaha Escorts Ace 173cc
Yamaha Gladiator
Gladiator Std
Gladiator DX
123.7cc
Yamaha Libero G5 106cc
Yamaha RXZ 132cc
Yamaha RX 135 132cc
Yamaha YBX 125 125cc
Yamaha Gladiator Type JA 123.7
Yamaha Alba 106 106cc
Yamaha Scooters and Mopeds
Model Capacity
Toro Rosa 100cc
Toro Jazz 109.7cc
Objective of Survey
29
The research was conducted with following objectives.
To screen the market presence of the Yamaha Motor India Pvt. Ltd
To assess the level of satisfaction among the customers.
To find out the perception of the customers and users about Yamaha
Bikes.
To find out the exception of the customers with regards to the quality and
services.
To find out the competitive strength of Yamaha Motor India Pvt.Ltd.
To find out the effectiveness of marketing activities undertaken by
Yamaha Motor India Pvt. Ltd.
To find out customers awareness about the Yamaha bikes and familiarises
user about Yamaha bikes.
To assess the overall performance of Yamaha Bikes.
CHAPTER NO.2
RESEARCH METHODOLOGY
30
2.1 Research Design
2.2 Types of Data
2.2.1 Primary Data
2.2.2 Secondary Data
2.3 Sources of Data
2.4 Sample Plan
2.4.1 Universe
2.4.2 Sample Size
2.5 Method of Data Collection
2.5.1 Questionnaire
2.5.2 Formation of Questionnaire
2.6 Filed Work
2.7 Data Analysis Technique
2.8 Limitations
2.9 Presentation of the Report
Research Methodology:
31
2.1 Research Design:
Research Design is a arrangement of conditions and analysis of data in a
manner that companies relevance of data to be collected. The sample to be
selected in a manner in which the data so collected is to be organized. It
constitutes the main body of the research design. The present study conducted
through a survey method using a well-formed and framed questionnaire.
The research design is the conceptual structure within which research is
conducted; it constitutes the blueprint for the collection, measurement and
analysis of data. As such the design includes an outline of what the researcher
will do from writing the Hypothesis and its operational implications to the final
analysis of data.
The research deign used for this project was exploratory in nature as there was
no hypothesis to test. The project provides some general information about
Insurance industry of Pune city and about customer’s preferences among the
alternatives. So these can be general information but not any specific result. It
provides information about the actual facts related to the target segment.
2.2 Types of Data:
32
2.2.1 Primary Data:
Primary Data were collected by survey of customers in pune. Primary Data
were collected through personal interview with structure questionnaire. In all
the methods,
Personal interview method was most suitable for the market survey.
2.2.2 Secondary Data:
The Secondary Data are, on the other hand, are those which have already
been collected by someone else and which have already been passed through
statistical process.
Secondary Data were collected through Internet and Library.
2.3 Sources of Data:
The primary source was used in the research. The information gathered for
this project is differing from person to person as there is differences in each
human being. So the observation and the survey of the people are the primary
sources of data from this project. As such there is no secondary data available
for the information required for a particular matter. So the primary source of
data collection can only give the real and detailed information required for the
project.
2.4 Sample Plan:
Sample Plan may be defined as the selection of some part of an aggregate
or totality on the basis of which a judgment or inference about the aggregate or
33
totality is made. In other words, it is the process of obtaining information about
an entire population by examining only a part of it.
2.4.1 Universe:
From a statistical point of view, the term ‘universe’ refers to the total of the
items or units in any field of inquiry or to the total of items about which
information is desired.
For the purpose of this study the universe has been defined as “The set
consisting of all the customer of Insurance in Pune city (Sinhgad institute and
sinhgad road)
2.4.2 Sample Size:
Sample Size means how many people should be surveyed. Large sample
size gives more reliable results than small one. Sampling is the method and
selecting sample for studying the position of universe in total.
As here, we selected 50 people for survey.
2.5 Methods of Data collection:
Methods by which data are collected. The type of data collection begins
after a research problem has been defined and research design chalked out.
34
Here the data were collected through two methods.
1) Personal Interview Method.
2) Telephone Interview Method.
2.5.1 Questionnaire:
A questionnaire consists of a number of questions printed or typed in a
definite order on a form or set of forms. A questionnaire is sent to the persons
concerned with request to answer the question and return the questionnaire. The
questionnaire is mailed to respondents who are expected to read and understand
the questions and write down the reply in the space meant for the purpose in the
questionnaire itself. The respondents have to answer the questions on their own.
In this project questionnaire were given to the 50 customer and information
collected form those questionnaires were used for data processing and analysis.
2.5.2 Formation of Questionnaire:
Formation of questionnaire could be structured or un-structured
questionnaire. Structured questionnaire are those questionnaire in which there
are definite, concrete and pre-determined questions. The form of the question
may be either closed ended questions (giving option such as yes or no) and
open ended questions(inviting free response) but this should be stated in
advance and not during questioning. When this characteristics are not present in
a questionnaire it can be term as un-structured questionnaire.
35
In this project structured questionnaire were used with closed and open ended
questions in it. As this form of questionnaire reduces the difficulty of the
respondent while answering the questions?
2.6 Field Work:
Field work is defined as the place where you have conducted your survey and
with whose help you have taken.
Field work for this project was performed by me without the help of any
people. My Field work consists of questionnaire which I have circulated among
50 customers so that I can get information that was required for the project.
2.7 Data Analysis Technique:
The data after collection has to be processed and analyzed in a accordance
with the outline laid down for the purpose at the tine of developing the
research plan. By Analysis we mean the computation of certain indices or
measures along with searching for patterns of relationship that exist among
the data groups.
For this project percentage method is used for the analysis of the available
data. With the help of percentage method the data has been converted into
percentage and has been represented with the help of graph.
2.8 Limitations:
36
1) The recommendations are based on the respondents, which may include an
element of bias.
2) Respondents are the representatives of others but opinion of these few
respondents may differ from a group of thousand people.
3) Span of time was very short.
4) More time require for completing a single interview through a structured
questionnaire.
5) Complete dependence of decision making on the outcome of the research.
2.9 Presentation of report:
Presentation of reports starts with declaration which declares that the
following survey is done by me. Then guide certificate is attached which certify
that this project has been carried out by the student of S.Y B.B.A of Sinhgad
college of science for the fulfillment of BBA degree. Then list of table and graph
has been provided which enables the reader to know the number of table and
graph used in this project. It is then followed by the acknowledgement paper
and an executive summery of the project.
Chapter no.1: Includes the introduction and objective of the project.
Chapter no.2: Includes the various research methodology used for the
preparation of this project.
Chapter no.3: Includes data processing and analysis.
37
Chapter no.4: Includes major finding from the survey.
Chapter no.5: Includes the conclusion and the recommendations about the
project from the analysis of the data.
38
Chapter 3
DATA PROCESSING AND ANALYSIS
ANALYSIS OF DATA AND PROCESSING
1. Which model of Yamaha do you own? The customers were asked which model they owned. The response was recorded as under:
Table no.1
ANSWER NO.OF RESPONDENTS PERENTAGES
39
Enticer 12 24%Gladiator 11 22%Libero 5 10%RX 2 4%Crux 16 32%Others 4 8%Total 50 100%
24%
22%
10%
4%
32%
8%
EnticerGladiatorLiberoRXCruxOther
Diagram No.1
From the above table it is clear that 24% of the respondent owned Enticer, 22% Gladiator, 10% libero, 4% RX, 32% of Crux and 8% of the respondent owned model of Yamaha.
On what basis do you select Yamaha bikes? The customers were asked on which basis they select Yamaha Bikes. The response was recorded as under:
Table no.2
ANSWER NO.OF RESPONDENTS PERCENTAGEStyle 9 18%Comfort 4 8%
40
Performance 11 22%Price-value 7 14%Pick-up 12 24%Mileage 7 14%Total 50 100%
18%
8%
22%14%
24%
14%
Style ComfortPerformancePrice ValuePick UpMilage
DIAGRAM NO. 2From the above table it is clear that most of the respondent select Yamaha bike on the basis of pick-up & performance. They also see the price value & mileage of the bike.
Compared to other bikes available in the market, would you say that Yamaha bikes are........?
The response was recorded as under:
Table no.3
ANSWER NO.OF RESPONDENTS PERCENTAGEMuch better 3 6%Somewhat better 17 34%
41
Same 16 32%Worse 4 8%Much worse 2 4%Don’t know 8 16%Total 50 100%
6%
34%
32%
8%
4%16%
Much BetterSomewhat betterSameWorseMuch WorseDon't Know
Diagram No.3
From the above table it is clear the compared to other bike available in the markets Yamaha’s bikes are somewhat better or same.
From where did you hear about Yamaha bikes?The customers were asked from where you heard about Yamaha bikes. The response was recorded ea under:
Table no.4
ANSWER NO.OF RESPONDENTS PERCENTAGET.V 37 74
42
Radio 0 0Newspaper 3 6Magazine 3 6Hoarding 2 4Friends\Relatives 5 10Total 50 100
74%
6%
6%4% 10%
T.VRadioNewspaperMagazineHoardingFriends\Relatives
Diagram no.4
From the above it is clear that 74% of the respondents hear about the Yamaha bike from T.V so we can say that T.V is the most sufficient advertising method for Yamaha to promote its product.
How much do you spend per month on the maintenance of your Yamaha bike?
The customers were asked how much you spend on your bikes. The responce was recorded as under:
Table no.5
ANSWER NO.OF RESPONDENTS PERCENTAGES
43
Below 500 18 36%500-1000 22 44%1000-2000 7 14%2000 & above 3 6%Total 50 100%
36%
44%
14% 6%
Below 500500-10001000-20002000&above
Diagram no.5
From the above table it is clear that 36% of the respondent spend below 500, 44% spend 500 to 1000, 4% spend 1000 to 2000 & while only 6% spend above 2000 on the maintenance of their Yamaha bikes.
Are you satisfied with the performance of Yamaha bike?
The customers were asked are you satisfied with the performance of Yamaha bike. The response was as under:
Table n.6
ANSWER NO.OF RESPONDENTS PERCENTAGESYES 44 88%
44
NO 6 12%TOTAL 50 100%
88%
12%
YesNo
Diagram no.6
From the above table it is clear that 88% of the respondents are satisfied with the performance of Yamaha bike while 12% of the respondents are not satisfied.
Does the look of the bike matter while purchasing a Yamaha bike?
The customers were asked “Does the looks of the bike matter while purchasing of Yamaha bike?” The response was recorded as under:
Table no.7
ANSWER NO.OF RESPONDENTS PERCENTAGESYes 50 100%No 0 0%
45
total 50 100%
100%
YesNo
Which mode of payment do you prefer while purchasing Yamaha bike?
The response was recorded as under:
Table no.8
ANSWER NO.OF RESPONDENTS PERCENTAGESCash 17 34%Finance (credit) 33 66%
46
Total 50 100%
34%
66%
CashFinance(Credit)
Diagram no.8
From the above it is clear that 34% of the respondent prefer cash mode, while 66% prefer mode of finance for purchasing Yamaha Bikes.
Are you satisfied with the after sale – service provided by Yamaha bike ?
The customers were asked that if they were satisfied with the after sale service provided by of Yamaha bike. The response was recorded as under:
Table no.9
ANSWER NO.OF RESPONDENTS PERCENTAGESYes 22 44
47
No 28 56Total 50 100
44%
56%Yes No
Diagram no.9
From the above diagram we can say that Yamaha should increase it’s after sale service to satisfy its customers.
Do you always have your bike serviced at Yamaha service stations?
The response was recorded as under:
Table no.10
ANSWER NO.OF RESPONDENTS PERCENTAGESYes 38 76%No 7 14%Sometimes 5 10%
48
Total 50 100%
76%
14%10%
YesNoSometimes
Diagram no. 10
How many Yamaha bike you have owned until now?
The customers were asked “How many Yamaha bike you have owned until now “. The response was recorded as under:
Diagram no.11
ANSWER NO.OF RESPONDENTS PERCENTAGESOne 12 24%Two 8 16%
49
Three 16 32%Total 50 100%
24%
16%
32%
OneTwoThree
Diagram no.11
Would you like to add any special features in your Yamaha bike?
The response was recorded as under:
Diagram no.12
ANSWER NO.OF RESPONDENTS PERCENTAGESStyle\Looks 6 12%Electric Start 14 28%
50
Disc Brakes 10 20%New Colours 8 16%Others 12 24%Total 50 100%
12%
28%
20%16%
24%
Style\LooksElectric\StartDisc BrakesNew ColourOthers
Diagram no.12
From the above table it is clear that respondent want to add electric start, disc brakes etc. in Yamaha bikes. They also want to see Yamaha bike in new styles and colours. While some respondent had suggest to reduce price, to increase in mileage, put comfortable seats.
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Chapter 4
MAJOR FINDINGS
Major Findings
Mostly the customers are in the age group of 20-30 years.
There is a large portion of the service class in the customer population
followed by student and business class.
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Yamaha Motor India Pvt. Ltd. has a market share of about 10% in the two
wheeler automobile industry.
66% of the customer would like to finance their bike while purchasing.
Yamaha brand is perceived as having good power and technically sound\
less maintenance bikes. Many perceive its features as “just what I need”.
The dealer’s network is not strong and time to get bike service need is also
not satisfactory where as quality of service, availability of spares, service
cost and treatment by dealer are satisfactory.
The marketing efforts undertaken by Yamaha are not so aggressive as
compared t competitors in the market.
The awareness about Yamaha bikes is created through mainly broadcast
media and print.
CHAPTE NO .V
53
SUGGESTIONS AND RECOMMENDATIONS
SUGGESTIONS
After looking into the finding of the survey! I would like to give some
suggestion to the company. So that Yamaha India Pvt. Ltd. can increase its
share in the two wheeler automobile market. It has been found in the survey that
Yamaha bikes are facing problems due to its features of motorcycle. The
customers are basically complaining about the mileage, which is the major
54
problem the bike is facing. Apart from the survey, what I feel is that the reason
of motorcycle sale not picking up in the market as compared to other brands is
the lack of aggressive marketing
I would like to give 40% of the reasons of not picking up sales of bike to its
product and 60% to the improper marketing strategy which is the main reasons
as to why the company is not able to increase its share in the market.
Company must focus its attention on the marketing aspects of motorcycle
segment because I found to that there is still lack of awareness of the product in
the market which is a matter that has to be carefully looked upon strategically
and move forward to strive for excellence in the market.
In the end, I would say that the customer satisfaction should be the main target
and mission of the company of the company to create the brand loyalty among
the customer.
CONCLUSION
The Yamaha bikes are perceived as power bike in the market.
There is need to reposition Yamaha bikes as mileage is the most attractive
factor in the Indian Customer’s mind.
55
The company needs aggressive marketing efforts.
The customer satisfaction level is up to the mark.
The company has about 10% market share in the two-wheeler segment of
automobile industry.
ANNEXURE56
A: QUESTIONNAIRE
B: LIST OF CONTACT MADE
C: BIBLIOGRAPHY
QUESTIONNAIRE
Please tick your appropriate choice.
NAME:...................................................................................
AGE:................ GENDER: [ ] Male. [ ] Female.
OCCUPATION: [ ] Service. [ ] Business.
[ ] Student. [ ] Others. (Please Specify :................)
1. Which model of Yamaha do you own?
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[ ] Enticer [ ] Gladiator[ ] Libero [ ] RX[ ] Crux [ ] Others
2. On what basis do you select YAMAHA Bikes?[ ] Style\Looks [ ] Comfort[ ] Performance [ ] Price Value[ ] Power\Pick up [ ] Mileage
3. Compared to other bikes available in the market, what would you say that YAMAHA Bikes are....?[ ] Much better [ ] Some what better[ ] Same [ ] Worse[ ] Much worse [ ] don’t know
4. From where did you hear about YAMAHA Bikes?[ ] T.V [ ] Radio[ ] Newspaper [ ] Magazine[ ] Hoarding [ ] Friends\Relatives
5. How often do you ride YAMAHA Bikes?[ ] Daily [ ] Once a week[ ] Very rarely [ ] can’t say
(49)6. How many YAMAHA Bikes you have used until now?
[ ] One [ ] Two[ ] Three [ ] More
7. How much do you spend per month on maintenance of your YAMAHA Bikes?[ ] below 500 [ ] 500-1000[ ] 1000-2000 [ ] 2000-above
8. Are you satisfied with the performance of your YAMAHA Bikes?[ ] Yes [ ] No
9. Does the look of the bikes matters while purchasing YAMAHA Bikes?
58
[ ] Yes [ ] No
10.Did you get influence by promotion activities like advertisements while buying your YAMAHA Bikes?[ ] Yes [ ] No
11.Which mode of payment do you prefer while purchasing YAMAHA Bikes?[ ] Yes [ ] No
12.Have you taken a loan for buying YAMAHA Bikes?[ ] Yes [ ] No
13.Are you satisfied with the after sale-service provided by “YAMAHA”?[ ] Yes [ ] No
14.How often do you take your YAMAHA Bike for servicing?[ ] Once a month [ ] Once in two month[ ] After more than two month
15.Do you always get your bike serviced at YAMAHA service station?[ ] Yes [ ] No[ ] Sometimes
16.Would you like to add any special features in your YAMAHA Bikes?[ ] Style [ ] Electric Start[ ] Disc brakes [ ] New colours[ ] Other (specify..................................)
*****THANKS FOR YOUR VALUABLE TIME*********
59
LIST OF CONTACT
1. ROSHAN KUMAR
2. SHIV KUMAR
3. ROMAL KUMAR SINHA
4. SANDEEP RUNGTA
5. SAKET ANAND
6. MANAN MEHRA
7. RAJAN KHANDELWAL
8. BICKY SHAH
60
9. SAJIB SHAH
10. AKASH OJHA
11. HIMANSHU MITTAL
12. ANKIT CHAUDHARY
13. SUMIT PATNI
14. PIYUSH MITTAL
15. ABHISHEK KUMAR SINGH
16. ANKIT MISHRA
17. SHREYS
18. RAJENDRA AHUJA
19. SANJEEV KUMAR
20. KUNAL
21. VAIBHAV
22. VEENIT
23. BILAL
24. ANSHUL
25. ABHISHEK KEDIA
26. SUDHIR MITTAL
27. VIJAY SINGH
28. AKHILESH KUMAR
29. AMIT SINGH
30. NILESH
31. VINAY
32. DEEPAK KUMAR
33. HITESH DHIR
34. RAVI
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35. SONU SINGH
36. AMAN
37. ANIT
38. MIKU
39. ROHIT KUMAR
40. RATANLAL
41. VIRAJ
42. VIKRAM
43. BABA SHAIB PATARE
44. BHARGAW
45. MILAN
46. CHINTAN
47. DEV
48. UNNAT KHETAN
49. ASHISH JHA
50. MANISH KUMAR
BIBLIOGRAPHY
Books:
. Research Methodology (Second Edition) -By C. R .KOTHARI
Websites:
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