Escolar Documentos
Profissional Documentos
Cultura Documentos
ON
Submitted By:-
NAVITA
BBA VI SEM
Roll No. 3396522
DEPARTMENT OF MANAGEMENT
SHANTI INSTITUTE OF TECHNOLOGY MEERUT
BATCH-2012-15
i
Declaration
I NAVITA, student of BBA VI Semester under the Project Guide Mr. Rahul Sharma H.O.D., BBA
Department, SIT Meerut. I hereby declare that the project report on CONSUMER BUYING
BEHAVIOUR OF YAMAHA BIKES, is an original and authenticated work done by me. I further
declare that it has been submitted to CCS University, Meerut & has not been submitted elsewhere by any
other person in any of the university for the award of any degree or diploma.
DATE:NAVITA
BBA VI SEM
Roll No. 3396522
ii
PREFACE
Todays market scenario is totally different from what it has been a few years ago. Consumers has a lot of
choice for every product because day by day companies are coming up with their new and innovative
products. Later there was limited choice for most of the products and companies didnt have to put
much of the efforts to sell their products. But todays scenario is totally different. Consumers have
choice because of availability of varieties and options. We can say todays consumer is the market
ruler. So it is important to know his buying behavior and try to fulfill his demand. Companys aim
should be customers delight not customers satisfaction.
This research was really good learning experience for me. I got opportunity to apply the theoretical
knowledge to practical aspects of selling. What problems can arise and the way to tackle the difficulty
during the sales as smartly as possible.
iii
ACKNOWLEDGEMENT
I would sincerely thank our all faculty members because without whose guidance this project would not
have been possible. I would also like to thank them for giving an opportunity to conduct this summer
training and extending me full support and co-operation towards the completion to this Project
I am grateful thanks to Mr. J.S Rawat, Area Sales Manager , Meerut for giving very valuable information
about the project and sincere guidance from time to time.
I am also grateful thanks to Project Guide Mr. Rahul Sharma H.O.D., BBA Department , SIT Meerut
for giving very valuable information about the company and sincere guidance from time to time.
I express my gratitude to all those mentioned above and also the senior functionaries of the organization,
who helped me directly and indirectly to make this project a success.
Once again I express my gratitude to Yamaha
opportunity to associate myself with the major producers of commercial vehicles in the country.
NAVITA
BBA VI SEM
Roll No. 3396522
iv
Table of Contents
Company Profile
Objectives of study
15
17
25
29
31
63
Research methodology
66
Data collection
71
Conclusion
88
Appendices
94
Bibliography
95
Questionnaire
96
COMPANY PROFILE
Company profile
About India Yamaha Motor Pvt. Ltd.
Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50
joint venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired
its remaining stake as well, bringing the Indian opeInventoryns under its complete control
as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.
India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in
Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and
export markets. With a strong workforce of 2000 employees, India Yamaha Motor is
highly customer-driven and has a countrywide network of over 400 dealers.
The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke
motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke
bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and
Gladiator (125cc).
Vision
We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating
Kando" (touching their hearts) - the first time and every time with world class products &
services delivered by people having "passion for customers".
Mission
We are committed to:
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of
YAMAHA products, focusing on serving our customer where we can build long term
relationships by raising their lifestyle through performance excellence, proactive design
2
& innovative technology. Our innovative solutions will always exceed the changing needs
of our customers and provide value added vehicles.
Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop
them to achieve international level of professionalism with progressive career
development. As a good corporate citizen, we will conduct our business ethically and
socially in a responsible manner with concerns for the environment.
Grow through continuously innovating our business processes for creating value and
knowledge across our customers thereby earning the loyalty of our partners & increasing
our stakeholder value.
Customer #1
We put customers first in everything we do. We take decisions keeping the customer in
mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we
provide. We work hard to achieve what we commit & achieve results faster than our
competitors and we never give up.
Team-work
We work cohesively with our colleagues as a Yamahati-cultural team built on trust,
respect, understanding & mutual co-opeInventoryn. Everyone's contribution is equally
important for our success.
Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen
to others and participate in healthy & frank discussions to achieve the organization's goals
Founded
July 1, 1955
Capital
President
Takashi Kajikawa
Employees (Consolidated)
46,850
(as
of
December
31,
2007)
1,756,707
million
yen
Parent:
799,209
million
yen
Major
Products
Services
&
Headquarters
Affiliated Companies
Consolidated
subsidiaries:
Non-consolidated
subsidiaries:
(by
equity
the
Affiliates:
112
8
method)
27
much research as possible to insure that we could build a bike as good as any out there.
Once we had that confidence, we started going."
"If you are going to make it, make it the very best there is." With these words as their
motto, the development team poured all their energies into building the first prototype,
and ten months later in August of 1954 the first model was complete. It was the Yamaha
YA-1. The bike was powered by an air-cooled, 2-stroke, single cylinder 125cc engine.
Once finished, it was put through an unprecedented 10,000 km endurance test to ensure
that its quality was top-class. This was destined to be the first crystallization of what has
now become a long tradition of Yamaha creativity and an inexhaustible spirit of
challenge.
The first Yamaha motorcycle... the YA-1.
Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built and
production began on the YA-1. With confidence in the new direction that Genichi was
taking, Yamaha Motor Co. Ltd. was founded on July 1, 1955. Staffed by 274 enthusiastic
employees, the new motorcycle manufacturer built about 200 units per month.
That same year, Yamaha entered its new YA-1 in the two biggest race events in Japan.
They were the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In these
debut races Yamaha won the 125cc class and the following year the YA-1 won again in
both the Light and Ultra-light classes of the Asama Highlands Race.
By 1956, a second model was ready for production. This was the YC1, a 175cc single
cylinder two-stroke. In 1957 Yamaha began production of its first 250cc, two-stroke twin,
the YD1.
Based on Genichi's firm belief that a product isn't a product until it can hold its own
around the world, in 1958 Yamaha became the first Japanese maker to venture into the
international race arena. The result was an impressive 6th place in the Catalina Grand Prix
race in the USA. News of this achievement won immediate recognition for the high level
of Yamaha technology not only in Japan but among American race fans, as well. This was
only the start, however.
The first Yamaha to compete in America(1957).
8
Yamaha took quick action using the momentum gained in the USA and began marketing
their motorcycles through an independent distributor in California. In 1958, Cooper
Motors began selling the YD-1 250 and the MF-1 (50cc, two-stroke, single cylinder, step
through street bike). Then in 1960, Yamaha International CorpoInventoryn began selling
motorcycles in the USA through dealers.
With the overseas experiences under his belt, in 1960, Genichi then turned his attention to
the Marine industry and the production of the first Yamaha boats and outboard motors.
This was the beginning of an aggressive expansion into new fields utilizing the new
engines and FRP (fiberglass reinforced plastic) technologies. The first watercraft model
was the CAT-21, followed by the RUN-13 and the P-7 123cc outboard motor.
In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by
developing the Auto lube System. This landmark solution was a separate oil injection
system for two-stroke models, eliminating the inconvenience of pre-mixing fuel and oil.
Yamaha was building a strong reputation as a superior manufacturer which was reflected
in its first project carried out in the new Iwata, Japan Plant, built in 1966. (The YMC
headquarters was moved to Iwata in 1972.) Toyota and Yamaha teamed up to produce the
highly regarded Toyota 2000 GT sports car. This very limited edition vehicle, still
admired for its performance and craftsmanship, created a sensation among enthusiast in
Japan and abroad.
Genichi said, "I believe that the most important thing when building a product is to
always keep in mind the standpoint of the people who will use it." An example of the
commitment to "walking in the customers' shoes" was the move in 1966 by Yamaha to
continue its expansion. Overseas motorcycle manufacturing was established in Thailand
and Mexico. In 1968, the globalization continued with Brazil and the Netherlands. With
manufacturing bases, distributors and R&D opeInventoryns in a market, Yamaha could be
involved in grassroots efforts to build products that truly met the needs of each market by
respecting and valuing the distinct national sensibilities and customs of each country.
Yamaha continues that tradition, today.
By the late 1960s, Yamaha had quality products that had proven themselves in the global
marketplace based on superior performance and innovation. Distribution and product
9
diversity were on the right track. But Genichi knew that beyond quality, success would
demand more. He had this view on the power of original ideas. "In the future, a
company's future will hinge on ideas over and above quality. Products that have no
character, nothing unique about them, will not sell no matter how well made or affordable
and that would spell doom for any company."
He also knew that forward vision, walking hand in hand with original ideas, would create
an opportunity for the company and its customers that could mean years of happiness and
memorable experiences. Genichi said, "In the business world today, so many people are
obsessed with figures. They become fixated on the numbers of the minute and without
them are too afraid to do any real work. But in fact, every situation is in flux from
moment to moment, developing with a natural flow. Unless one reads that flow, it is
impossible to start out in a new field of business."A real-world illustInventoryn of this
belief is the Yamaha DT-1. The world's first true off-road motorcycle debuted in 1968 to
create an entirely new genre we know today as trail bikes. The DT-1 made a huge impact
on motorcycling in the USA because it was truly dirt worthy. Yamaha definitely "read the
flow" when it produced the 250cc, single cylinder, 2-stroke, Endure that put Yamaha
On/Off-Road motorcycles on the map in the USA. The DT-1 exemplified the power of
original ideas, forward vision, and quick action coupled with keeping in mind the
customers' desires.
In years to come Yamaha continued to grow (and continues to this day). Diversity
increased with the addition of products including snowmobiles, race kart engines,
generators, scooters, ATV's, personal watercraft and more.
Genichi Kawakami set the stage for Yamaha Motor Company's success with his vision
and philosophies. Total honesty towards the customer and making products that hold their
own enables the company that serves people in thirty-three countries, to provide an
improved lifestyle through exceptional quality, high performance products.
Genichi Kawakami's history with Yamaha was long and rich. He saw the new corporate
headquarters in Cypress, California and the 25th Anniversary of Yamaha become a reality
in 1980. He also watched bike #20 million roll off the assembly line in 1982. Genichi
passed away on May 25, 2002 yet his vision lives on through the people and products of
Yamaha, throughout the world.
10
Yamaha Motor Co., Ltd. plans to introduce a global consolidated spare parts inventory
management system once the information system infrastructure is in place. By reforming
the distribution process, the Company seeks to achieve a 50% reduction in spare parts
inventories in European and U.S. markets by the end of 2004 compared with 2000, as
well as a 30% increase in productivity in June 2003 compared with 2000.
With development of the global parts information system infrastructure -- G-FAST 21 -completed in December 2002, the Company is poised to shift from the current subsidiarybased system for parts inventory management to a consolidated system. In the new
system, the Company will centralize worldwide spare parts inventory management in its
headquarters in Japan.
Specifically, a newly established consolidated inventory control center at headquarters
will forecast total demand for spare parts based on analysis of data collected from
regional control centers throughout the world by G-FAST21. The center will then
optimize the spare parts stock volume for each region and for headquarters, based on the
forecast supply of spare parts required in initial-stage marketing of new product models.
Furthermore, the Company will set a new ideal stock level for each spare part, factoring
in differences in life span based on the marketing life of the product in which each part is
incorporated. This will enable the Company to optimize parts inventories, both for
headquarters and the markets. The new inventory system has already been deployed in
European and U.S. markets, where the Company has targeted a 50% reduction in spare
parts inventories by 2004, compared with 2000. Likewise, the Company will launch this
new spare parts inventory system beginning in late 2003 in Canada, Australia, Asia, and
the Middle East, in that order. The Company forecasts that the new consolidated spare
parts inventory management system and related measures will reduce annual operating
costs by approximately five billion yen by the end of 2005, compared with 2000.
With parts distribution reform, the Company also aims to generate a 30% increase in
productivity
in
June
2003
compared
with
2000.
The productivity drive began by streamlining the nine business processes performed at
the parts center -- packing factory-delivered parts; storage; retrieving opeInventoryns;
order pickup, inspection, primary packing; secondary packing; shipping and vanning. The
Company succeeded in eliminating the order pickup, inspection, primary and secondary
packing processes, and now handles 70% of total spare parts volume in just four
processes. Furthermore, with the scheduled introduction of a cross-docking distribution
system in April 2003, the Company will start shipping 10% of parts immediately upon
11
initial arrival from the factory, meaning that the parts centers will eventually be involved
in only two processes -- receiving and vanning. In order to successfully streamline
distribution processes according to plan, the Company has optimized the parts center
storage rack layout, and has introduced newly developed wireless portable terminals and
self-propelled carts, as well as the network-based parts center management system to
support
them.
Also as a part of the distribution process reform plan, the Company will ship slowmoving spare parts directly from headquarters to overseas dealerships, starting in April
2003. This is a new international direct delivery service jointly developed with an
international courier company. It will shorten the current delivery lead time of seven to
ten days for orders from U.S. dealerships to three days. Beyond reducing lead time, the
new delivery service will help clear all stocks of slow-moving spare parts in the U.S.
market and enable the Company to store them exclusively at headquarters. Thus, the
Company will be able to cut total excess inventory. By fully implementing the global
consolidated spare parts inventory system and streamlining the distribution process, the
Company seeks to increase both customer satisfaction and profitability.
12
help us in reaching out to more and more potential customers in the state as well as the
entire region. The showrooms are fully-equipped with 3S Sales, Service & Spare Parts
set-up and these dealerships will strive to achieve a high satisfaction level of our
esteemed customers.
The Indian two-wheeler industry has witnessed much growth in the last few years,
attributable to increased disposable income levels among a rapidly expanding middle
class. Estimates suggest, the industry to attain 20 million units level by 2016, when
Yamaha is targeting to achieve 10% market share.
Recently, India Yamaha Motor announced its third manufacturing in Chennai which will
entail an investment of approximately Rs.1500 over the next five years. The new facility
will employ a theoretical-value-based production concept that operates on a system of
completely synchronized manufacturing of parts and assembly of complete two-wheelers.
This investment is in addition to the Rs. 750 crores being invested in the existing facilities
in Noida and Faridabad for capacity expansion, product development and network
expansion.
Recently the company signed up Bollywood diva Deepika Padukone as the face of
Yamaha Scooters in India while John Abraham will continue to endorse Yamahas
motorcycle range in India.
The company will continue with the YES! YAMAHA campaign which was introduced a
couple of years ago. As part of the YES! YAMAHA campaign, many initiatives have been
launched including Bring back the Joy campaign, Chabi Ghumao, Bike Le Jao contest
(Turn the key, win a bike contest) to name a few.
14
OBJECTIVES OF STUDY
15
OBJECTIVES OF STUDY
The main objective of this study is to analysis is detail the consumer behavior towards
Yamaha. The objective of the study can be stated as follow:
To study the market position of different brands of vehicle at Ghaziabad & NCR.
To study the effect of different sales promotion tools after purchasing it.
16
INTROD
UCTION: INDIAN
AUTOMOBILE INDUSTRY
17
only with taxis and Mini trucks but even with public transport, for short distances.
The heavy, medium and light commercial vehicles (Bikes) sectors comprise Honda and
Bajaj. The record for this sector are similar to the car sector. With Ashok Nangia average
figure of 20 percent, the Bikes outpaced the growth of the scooter at comparative levels
of 94,000 and 87,000 units respectively. The new infrastructural Researches, additional
capacities in steel and cement plans, prospective privatization of public transport arc
expected to spur demand for the Bikes. The scales are increasingly tilting in favors of
Bikes from Bikes clue to benefits like lower transportation costs per ton. Better
Maneuverability and improved consumer goods transportation. In the SCOOTER
segment, Yamaha holding a 66 percent market share is best geared to meet the growing
demand with its plans to increase capacities. Ashok Leyland too is doing well in the
SCOOTER segment. In the SCOOTER segment, the total sales amounted to 82.353 units
where Yamaha market share is 52 percent. However. SCOOTERs made with Japanese
collaboration are under immense pressure because of the escalation in the yen and
countervailing duties
Imposed on imported components on the whole. This sector of the industry has been
consolidating its position in the few year .
19
New Delhi, June 2012: : We at Yamaha always treasured our association with you. No
wonder, we have always believed in finding a reason to celebrate this association. And
what can be a better way to celebrate than upping the adrenaline rush. Reason why, we
take pleasure in inviting all FZ owners to, 'Full-Throttle Meet'. A day- long event,
organized specially for the FZ Raiders, reaffirming yet again that FZ riders are truly
street-bound. So, its time you took a break and let your attitude do the talking.
This campaign was conducted in key cities across the country in 2012.
The Full Throttle Meet is open for FZ,FZS and Fazer owners.
FZ Full Throttle Meet comprises of various activities like FZ Bike Rallies, Cricket, Dart
Game, Snooker, Spin-the-wheel etc. Given below are the tentative locations where it was
conducted in 2012.
Delhi, Mumbai, Kolkata, Chennai, Faridabad, Pune, Panvel, Nasik, Bhopal, Indore,
Raipur, Hyderbad,
Bangalore,
Calicut,
Trichur, Aizwal,
20
Siliguri,
Jamshedpur,
Yamaha associates itself with PFMI 2012 to target young urban women
for its newly launched scooter RAY
New Delhi, 26th Sept 2012: : Yamaha India recently announced its association with the
coveted Ponds Femina Miss India 2012 to strengthen the brand equity of its newly
launched scooter 'Ray' inspired by and keeping in mind the young urban Indian woman.
The contest which is in its 50th year running is targeted towards identifying the diva who
will be a perfect personification of beauty and intelligence. She will represent India on
international platforms with aplomb and confidence and will strengthen the fact that
Indian girls have always been at par with their counterparts from other parts of the world.
Yamaha India which recently launched its stylish and peppy scooter RAY is targeting
such young urban Indian women who are independent, intelligent, ambitious and have the
fire and talent within them to achieve all that they desire. Like Miss India, RAY is a
designed beauty of synergy between dynamism and sophistication. It serves to add to
ones personality.
Speaking at the occasion, Mr. Roy Kurian, National Business Head, India Yamaha
Motor said , Yamaha is proud of its association with Ponds Femina Miss India as this
gives us a good opportunity to reach out to all those young girls who have been
especially kept in mind while conceptualizing our newly launched RAY scooters. While a
prestigious pageant like the Ponds Femina Miss India gives these young girls a platform
to showcase their individuality which makes each of them unique from another, it also
gives Yamaha a chance to explore this enriching experience with our unique range of
RAY scooters. We hope that as we go along, we make memories that will help people
understand the brand Yamaha better.
While RAY is a definite crowd puller in terms of looks, it also offers a very friendly ride.
Just like the coveted Miss India crown that hundreds of hopeful vie for, RAY is already
generating a lot of interest. The company is thus confident that this association will have a
positive effect on the brand image of Yamaha & will further enhance Yamahas brand
equity.
21
Yamaha is primarily a bike manufacturer, but with its association with Ponds Femina
Miss India, the company hopes to reach out to all those young girls who have been
especially kept in mind while conceptualizing the newly launched RAY scooters. The
company is confident that this is the beginning of a symbiotic relationship not just
between Yamaha and Ponds Femina Miss India but also between RAY and the millions of
young Miss Indias of the country.
Stylish and friendly, RAY has already sparked a trend amongst young girls as was seen
with the recently concluded Miss RAY contest in Hyderabad. The Miss RAY contest
was the first of its kind hunt for a local brand ambassador for the new range of Yamaha
scooters, held in Hyderabad recently. Having received an overwhelming response in its
first edition in Hyderabad, the company is planning to introduce the Miss RAY concept,
in other cities as well. Through this activity, the company is providing millions of young
girls all over the country an opportunity to take centre stage and show what it takes to be
a winner just like the new RAY.
22
Yamaha World Technician GP, contest was begun as a part of the Yamaha Technical
Academy (YTA) program Yamaha Motor Co., Ltd. (YMC) has been promoting since
2000. In addition to help win more Yamaha fans around the world by providing high
added-value service, this contest seeks to raise the service peoples consciousness of their
important place in the global Yamaha group, stimulate the desire for improvement and
build and strengthen the worldwide Yamaha service network.
For this 4th holding of the Yamaha World Technician GP, the competition was divided
between a sports model class and a commuter/business model class. The contest was
designed to judge the contestants skills in the areas of "proper service knowledge and
skill," "providing service that communicates the appeal of the products and providing
friendly customer service." To judge these skills, the contestants were tested in (1)
motorcycle repair knowledge and theory, (2) troubleshooting and repair on actual
motorcycles and (3) skills for dealing with customers, and the winners were decided on
the basis of cumulative points in the three test areas.
The final round of WTGP will be held on 23rd to 24th Oct in Japan
23
24
MODEL OF BUYER
BEHAVIOR
(BRAND AMBASSADOR)
25
Dealers
Our Brand Image speaks for itself. Complementing the Marketing team is our vast and
strong Dealer network - the backbone of our vital marketing operations.
Recent initiatives have been launched by Yamaha in the field of business-to-business as
well as business-to-consumer cooperation with Dealers. The new showrooms based on
YAMAHA VISUAL IDENTITY are one of the many steps in this direction.
Our dealer network works on the "3S" fundamentals of -SALES SERVICE and SPARE
PARTS under one roof. With a strongly dedicated team of Sales and Service engineers,
IYM targets the fulfillment of customer's needs. Every single customer matters to us.
Together the 3S operate in tandem to serve our customer and forge an everlasting bond
with them.
CUSTOMER SATISFACTION is our motto and we remain steadfast in our commitment
to our valued customers...
26
Mumbai, 23rd July 2012: : All set to make its grand entry into the Indian scooter
market, India Yamaha Motor today announced that it has signed up Bollywood
diva Deepika Padukone as the face of Yamaha Scooters in India. This is the first time
27
that the actress will endorse an automobile product and Yamaha is upbeat that her
feminine yet sporty disposition will gel easily with the Indian target audience. While
Deepika will endorse the scooter section of Yamaha, John Abraham will continue to be
the brand ambassador of the companys flagship bikes.
As per the deal, Deepika will make appearances in commercials which are already lined
up. The bubbly and active image of the actress will complement the sporty and stylish
scooter that Yamaha has to offer to its female customers which will primarily be under the
age of 24 years. This visual connection will provide appropriate value addition to the
brand and will bring the product alive onscreen. Moreover, she appeals to the Indian
youth both through her movies and her off screen appearances. Her stature in the film
industry goes well with Yamahas current positioning in the two-wheeler industry.
Commenting on the occasion, Mr. Hiroyuki Suzuki, CEO and MD, India Yamaha
Motor Pvt.Ltd. said, "We are very pleased with our alliance with Ms. Deepika
Padukone to endorse our scooter Ray which just like Deepika signifies Cool &
Beauty. Being young, fit, sporty and stylish, Ms. Deepika has all the elements that our
customers will subscribe to when they buy our scooters. The youth adore her, respect her
and follow her because she signifies an inherent sense of style that easily blends in with
that of brand Yamaha. We look forward to have a longstanding and fruitful association
with her."
"Yamaha has been a preferred brand with the youth who understand and connect well
with technology, performance and the spirit of sporting endeavors. We have replicated
these inherent ingredients in our scooters as well for the aspiring Indian women under the
age of 24 years. We do expect the women customers to become a core part of our future
growth strategy."
John Abraham has done a commendable job for Yamaha in the past years and now that
Deepika has come on board, they will collectively add strength to the product line up of
Yamaha and take the brand to new heights in the times to come.
The development is in line with the companys effort to strengthen its brand particularly
in the scooter market. The company will continue with the YES! YAMAHA campaign
which was introduced a couple of years ago. As part of the YES! YAMAHA campaign,
28
many initiatives have been launched including Bring back the Joy campaign, Chabi
Ghumao, Bike Le jao contest (Turn the key, win a bike contest) to name a few.
IMPORTANCE OF
STUDY IN THE
AUTOMOBILE
INDUSTRY
29
30
FACTOR INFLUENCING
CONSUMER
BEHAVIOR
31
Cultural
Culture
Social
Reference
Personal
groups
Age and life
Psychological
Cycle
stage
Subculture
Family
Motivation
Buyer
Occupation
Perception
Learning belief
& attitude
Social class
Roles and
status
32
Cultural factors exert the broadest and deepest influence on consumer behavior.
CULTURE:
Culture is the most fundamental determinant of a persons wants and behavior. The child
growing up in a society learns a basic set of values, perception, preference & behavior
through a process of specialization involving the family & other key institutions.
SUBCULTURE:
Each culture contains smaller groups of subcultures that provide more specific
identification & socialization for its members. Four types of sub culture can be
distinguished.
33
SOCIAL CLASS:
Virtually all human societies exhibit social stratification. More frequently, stratification
takes the form of social classes. Social classes are relatively homogenously and enduring
divisions in a society, which are hierarchy ordered and whose members share similar
values, interests, and behavior.
A persons reference groups are those groups that have a direct or indirect
influence on the persons attitudes or behaviors. Groups influence will be stronger
for products that will be visible to others whom the buyer respect.
(ii) FAMILY:
34
Members of the buyers family can exercise a strong influence on the buyers behavior.
The family of orientation consists ones parents. From parents a person acquires an
orientation toward religion politics, & economics and a sense of personal ambition selfworth & love. The following products and services fall under such.
Wife-dominant
Equal
35
( C ) PERSONAL FACTORS:
People change the goods and services; they buy over their life time. They eat baby food in
childhood, most foods in the young age and special diets in the later year.
(ii) OCCUPATION:
A persons economic circumstances will greatly affect product choice. His economics
circumstances consists of their spend able income, saving & assets, borrowing power.
(iv) LIFE-STYLE:
A persons life style is that persons pattern of living in the world as expressed in the
persons activities, interests & opinions.
36
A persons buying choices are also influenced by four major psychological factors-
(1) Motivation
(2) Perception
(3) Learning
( E) BUYING ROLE:
For many products, it is easy to identify the buyer. Men buy shaving Cream, Razor,
Cigarette etc. While cosmetic, pantyhose etc.
Thus, we can distinguish several roles people may play in a buying decision.
Initiator
: One who first suggests or thinks of the idea of buying the particular
product or service.
Influencers
37
Decider
Buyer
User
38
There are a large number of small and big localities in the area . It was a
difficult task to cover too many towns and cities in such a short span of
time .
Hence ,only 6of them were selected namely Ghaziabad & NCR representing
A-Class ,B-Class,& C-Class localities .
Exclusive dealer of the company, were also inquired where sometimes delays
occurred and repeated visits were made on account of concerned person
unavailable or busy.
Only 100 odd customers were covered in the project and that too equally
divided in the 6 localities selected, which is in fact a small sample to represent
the population.
Customer awareness and negligence was also a problem since many of them
tend to walk away from the TV screen as soon as advertisement break
commence in during and after the schedule of programs and films.
Only a small fraction of customers reading national dailies is one of the factors
of their not coming across advertisements and without which advertisement
effectiveness cannot be judge.
Locating dealers selling brands other than YAMAHA was a difficult task.
Their views seemed necessary in getting an overall picture. Many of them out
rightly refused to entertain the questionnaire.
Contacting the various eligible customers and probing in detail about various
features of the advertisements, improvements in it, advertisement of the
competitors, their suggestions etc. Sometimes proved a difficult job. Many
times appointments were taken and were cancelled at the last minute.
39
This Protection plus does not apply to Motorcycle used of hire and reward, or for
Motorcycles used for any kind of timed completion or race.
The Protection Plus has no surrender value and it cannot be cancelled. The
Protection Plus is transferable to new owner at the time of selling the Motorcycle.
No liability will be accepted for any engine, Carburetor, AIS System, Electrical
with Wiring Harness breakdown claim notified to the company more than 14 days
after the relevant fault has become apparent. All claims must be supported by the
relevant documentation. The company reserves the right to examine the
Motorcycle and subject it to expert assessment and to nominate a repairer. The
result of the assessment will determine the liability subject to the claimable limits.
Service must be complete at the correct time and mileage. The Protection Plus
holder/Customer should retain all the service invoice and relevant receipts .Failure
to service the two-wheeler in accordance with the manufacture's recommended
service schedule and per schedule given in this Booklet will render the policy
invalid.
The Mileage quoted in no way guarantees the true distance covered by the twowheeler, and is indicated only as a guide to when servicing is due. Failure to
maintain the odometer, mileage recorder in working order or disconnecting it or
tampering with it will invalidate this warranty.
If it shall be established following the receipt of the claim that the condition of the
Protection Plus as laid down have not been fully complied with, then it is here by
40
expressly agreed and declared that the company shall be releases from all liability
of that particular claim.
If the customer and/or the authorized dealer undertakes a claim, knowing the
claim to be false and or fraudulent as regards the value of the amount of work or
cause of failure or otherwise, the Protection Plus shall be deemed to be invalid.
Failure to comply with these formalities and condition may led to a refusal to pay
the claim.
41
COVERAGE
PERIOD
COST
BENEFITS
42
PRODUCT OF YAMAHA
43
44
Every morning started with a briefing by Adarsh of what we should expect, followed by
an elementary discussion on riding and bike control by Sachin. Leaving Darjeeling the
45
road was extremely steep downhill which meant many burnt their rear brakes. This was
followed by some of the worst mountain roads on this planet! To top it all the dry dust
swallowed all of us. But the last 30km to Yoksum, Sikkim was one of the best stretches of
the tour.
To write about each day of the tour would take up a small book. The general impression
of the tour was that it was very well raced. The spots and hotels chosen for stay were very
comfortable and clean, with good food and cheap for those who liked a drink after a hard
day's riding, which was almost everyone. The day would begin with a briefing on the
roads and meeting point, plus Sachin's riding/bike control tips. We had to fend for lunch
but dinner was provided by RE if there were no restaurants around.
Bhutan is one of the last countries in the world ruled by a forward looking benevolent
monarchy. The population is around seven lakh and the main income is from export of
power. With its mountains and a large number of rivers, Bhutan exports huge amounts of
electricity. It is a protectorate of India and has very friendly relations unlike other
neighboring states. Tourism is kept at a minimum, high end low volume and Gross
National Happiness is more important than any GDP. We traveled through west southern
Bhutan into Thimpu and across the country to the far east and exited south east into
Assam. To put it simply, it was a trip of a life time for me.
The bike given to me was a brand new 500 Classic. What can the Bullet be compared to?
There is nothing made in India that is like it! So, like an icon it stands on its own. The
good things first. The bike handled well all through the bad roads. The front and rear
suspension, and the steering bearing never gave way. It has a tractor like torque and there
was no situation or terrain it could not handle. This was a real surprise for me. Put it in
second gear, open the throttle and you are off! But the riding position didn't suit me at all.
The foot pegs are too far forward for the flat handlebar. The gas tank leaked constantly.
Instead of smelling the beautiful air I was nauseous with the smell of gas. The front disc
46
is good but not good enough for the weight. My bike vibrated over 80km/h so much that I
couldn't see a thing in the rear-view mirrors. Some bikes had broken cables, chain
adjustments were needed every day, meters kept getting loose, and it kept slipping out of
4th gear and felt under geared for the power it had... not acceptable for a bike
manufactured in 2012.
I spoke to almost every rider who owns a RE bike. The pride of ownership of this
marquee is so deep rooted that all faults are overlooked. Other than the modifications
some riders had made, any suggestions made were taken as criticism and rejected right
away. In some sense this is ignorance of today's technology. I had a 1986 pushrod 500cc
Honda that had 4-valves-per-cylinder and revved to 10,500rpm. Even if the bike has to
remain in its pushrod format the progress all around has left the RE standing still in a time
warp. The RE in England had many model trims but here nothing has changed. RE did try
and make smaller bikes that failed, but variations of the 350 theme were not tried enough.
Now a Club Mans model is coming out but unless the power is increased substantially it
will mean very little. But at the moment RE is over booked and the company doing well.
So who is to say? But this is the time for intense R&D and to come out with models that
are seriously modern in technology, and remain vintage if they still want to.
47
48
satiate riders' desire for style and fashion. It is popularly referred as the Stylish Macho
Street Fighter (Lord of the Streets).
The primary features of Yamaha FZ-S include:
Latest graphics
Disk brakes
49
The bike is priced at Rs.97,500 (ex-showroom) across India. It boasts of the first liquid
cooled 4 valve engine in the two wheeler category which gives it better performance and
power. It is a 150cc bike having enough power to bring chills to the rider when he revs up
the accelerator.
50
reflects a major difference from other Pulsar bikes launched by the automaker. This
change is the downgrading of Pulsar model from Fuel Injection to carburetion.
The all new Bajaj Pulsar DTS-Fi 220cc is loaded with features like engine oil cooler, split
seats, clip-on handle bar, auto choke and fuel & battery charge indicators. This new
version of Pulsar makes the use of temperature based ignition mapping. This kind of
mapping helps to optimize the ignition timing in order to achieve good start ability,
outstanding torque as well as quick warm up.
The different features to look out for in Bajaj Pulsar DTS Fi include rear and front disc
brakes. In fact, this is the first bike in India that comes with both types of brakes. Since
this motorcycle is designed to offer a thrilling riding experience it is also packed with
varied safety features for smooth running. According to the reviews of this advanced
version of Pulsar, this bike in India is sure to give competition to motorcycles of other
brands.
51
52
Geared with PGM-FI technology, Honda CBF Stunner FI has made its way in India. The
new version of CBF Stunner sports bike from Honda Motorcycle and scooters
India Pvt. Ltd. (HMSI) was launched and targeted for the youth in the country. This sports
bike from Honda Motorcycle's is priced at around Rs. 66,200 (ex-showroom, Bangalore)
and Rs. 64,630 (ex-showroom, Delhi).
An ultimate desire for every youth, Honda CBF Stunner PGM FI comes equipped with
superior technology and stunning performance. Powered with a 4-stroke, air cooled OHC
single cylinder engine, this two wheeler is offered with digital ignition. The new Honda
CBF Stunner FI is believed to develop 11bhp at 8000 rpm and 11 nm torque at 6500 rpm.
The motorbike re-defines style with amazing features like a stepped-up seat, half fairing,
front and rear tubeless tires, alloy wheels for a comfortable riding experience.
Honda CBF Stunner PGM FI 125 cc gives a top speed of 65kmph in 5.2 seconds. The
eco- consciousness of the company HMSI, that is the wholly-owned two-wheeler
subsidiary of Japan-based Honda motor Company, is also evident from the PGM-FI
technology used in this sports bike. The PGM-Fi (Programmed Fuel Injection) technology
of the two wheeler would keep emission level as low as 1/10 of BS II Norm.
The all new CBF Stunner PGM-FI has maintenance free battery and viscous air filter that
promises less maintenance. Cumulated with PGM-FI technology, this version of Honda
Stunner is believed to reach out to the youngsters and give them a heart racing
experience.
Key Highlights:
Handle Weight
Premium Key
Stepped-up Seat
53
Half Fairing
Alloy Wheels
THUNDERBIRD TWINSPARK
Launched in year 2008, Thunderbird Twin spark is one of the most stylish bike intended
for those who want and wish to be on top of the world. It is the first model that leads
Royal Enfield revolutionary Unit Construction Engine.
The Royal Enfield Thunderbird Twin spark is the perfect example of unfolding mix of old
and new. Its 346 cc engine, 4 stroke single cylinder air-cooled engine delivers maximum
power of 19.8 bhp @ 5250 rpm capacity ensuring its smooth performance and constant
vacuum (CV) carburetor assure its simple start. Delighting customers, this bike is
absolute comfort statement for the passenger as well as rider. This bike is like a musthave for every rider and it is hard to beat in terms of pure riding pleasure and visual
delight.
Special Features:
Incorporated with all latest and advanced features, this bike includes:
54
Electric starter
Electronic flasher
Engine Single cylinder, 4 Stroke, OHV, Dual spark ignition engine, air-cooled
55
Features:
Some special characteristics of Suzuki Hayabusa 1300 are :
Steering damper
LED taillight
Colors:
Some special characteristics of Suzuki Hayabusa 1300 are :
Specifications:
56
SUZUKI GS 150R
Colors:
Features:
Equipped with certain unique features like :
Specifications:
57
The new bike Apache RTR FI would come with an 160 cc fuel injected engine
TVS APACHE RTR FI is the first bike from its stable to feature innovative Fuel Injection
technology. By launching the apache RTR FI TVS will bring the its ultimate racing
experience to the streets. According to TVS, the new apache RTR FI offers instant thrill
and superior performance of a fuel injected 160cc engine. The 160cc FI mill cranks out
15.1bhp at 8500 rpm and 13.1Nm at 6500rpm. The figures are not much different for
carbureted apache RTR. However, the power delivery will be progressive and the
refinement can be felt while driving. TVS claims the top speed of the new apache RTR
Fuel Injection (FI) as 120kmph. Also because of the improved combustion the emissions
will be minimal in the new apache RTR Fuel Injection (FI).Another novel feature in the
new apache RTR Fuel Injection (FI) is the rear disc brake. This new feature will give
better control over this beast.
.
58
YAMAHA R125
The most advanced 125 production super sport
machine that Yamaha will launch in 2009 will be YZFR125. This radical, high-revving, fuel-injected 125 is
the work of the same engineers who created our
legendary YZF-R1 and YZF-R6 super sport bikes.
Main Features of Yamaha R125:
-Liquid-cooled single-cylinder 4-stroke
-SOHC 4-valve cylinder head
-Wet-sump lubrication system
-Fuel injection
-Electric start
-6-speed transmission
-R6-style mid-ship muffler
-Dual catalyses
-Air Induction system
Expected In: July, 2009
YAMAHA R6
What you will feel when you on Yamaha's new R6 a
quick progress, not rapid, beneath 70 mph in top,
however erst over the legal limit insignificant six
takes off as if a scolded cat without so a lot of as a
down shift. Drop to moment at this speed and you will
find yourself looking at the sky as everything
disappears behind you at an alarming rate and it will
be interesting to see what the six will do in the
quarter mile.
ENGINE SPECIFICATIONS
Displacement: 599cc
Engine: 4-stroke, 4-cylinder, 16-valves, D0HC
Maximum Power: 127 Bhp @ 14500 rpm
59
60
Wheelbase: 1300.00 mm
61
HONDA INTERCEPTOR
The hunger of Indian sports bikers will be satisfied
with the Honda Interceptor 800cc. Honda VFR 800
Interceptor is a Sports Touring Motorcycle i.e. it is
meant for the highways with a relaxed and
comfortable seating position, unlike the Sports bikes
that we currently see on the road. Its sleek,
aerodynamic bodywork is functional yet beautiful and air flowing through the
windscreens central air vent provides cool air to the rider at low speeds and increases
rider comfort at higher speeds by offering real protection from high velocity winds.
62
63
HONDA CBR600RR
Inspired by the Honda RC211V MotoGP the
CBR600RR receives the "RR" designation for "race
replica" because of its emphasis on racing
characteristics such as an advanced braced swing
arm, center-up exhaust system, and more aggressive
riding position.
Features Of Honda CBR600 RR:
1) Exciting new colors: Red/Black, Pearl Orange/Black, Metallic Silver, and Graffiti
2) Exclusive, MotoGP derived Unit Pro-Link Rear Suspension
3) Dual Stage Fuel Injection System (PGM - DSFI) features two injectors per cylinder.
4) MotoGP-derived Honda Electronic Steering Damper (HESD).
5) High-revving engine redlines at 15,000 rpm.
6) MotoGP-style center-up exhaust system.
7) Radial-mount front brake calipers combined with radial actuated master cylinder.
8) 41mm Honda Multi-Action System (HMAS) inverted front fork.
9) Centrally located fuel tank increases mass centralization for a more compact frame
design.
10) Line beam headlights feature three-piece multi-reflector design.
64
65
TYPES OF BUYING
BEHAVIOR
66
Low involvement
Significant
Complex buying
Differences
Behavior
Between brand
Few difference between
brand
67
Some buying situations are characterized by low consumer involvement but significant
brand difference e.g. in purchasing cookies.
WARRANTY IS VALID
dealer.
If Using Only Yamaha Genuine Parts &
Lubes.
If Having Manufacturing Defect in the part.
Modified).
Consumable Items
68
69
RESEARCH
METHODOLOGY
70
RESEARCH METHODOLOGY
Research Methodology is a systematic way, which consists of series of actions or steps
necessary to effectively carry out research and the desired sequencing of these steps. The
marketing research is a process of involves a number of inter-related activities, which
overlap and do rigidly follow a particicular sequence. It consists of the following steps
1. For Yamaha the objective of the study
2. Designing the methods of data collection
3. Selecting the sample plan
4. Collecting the data
5. Processing and analyzing the data
6. Reporting the findings
71
RESEARCH
DESIGN
72
RESEARCH DESIGN
Research Design specifies the methods and procedures for conducting a particular study.
A Research Design is the arrangement of conditions for collection and analysis of the data
in a manner that aims to combine relevance to the research purpose with economy in
procedure. Research Design is broadly classified into three types as
On the basis of the objective of study, the studies which are concerned with describing the
character tics of a particular individual, or of a group of individual under study comes
under Descriptive Research Design.
Descriptive Research Design: In this research design the objective of study is clearly
defined and has accurate method of measurement with a clear cut definition of population
which is to be studied.
Research problem
Two steps are involved in the research problem:
make us clear about the task provided and how to handle the different situations.
73
SAMPLING DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It
refers to the techniques and the procedure adopted in selecting items for the sample. The
main constitution of the sampling design is as below1. Sampling Unit
2. Sample Size
3. Sampling Procedure
SAMPLING UNIT
A sampling framework i.e. developed for the target population that will be sampled i.e.
who is to be surveyed.
Consumers
SAMPLE SIZE
It is the substantial portion of the target population that are sampled to achieve reliable
results.
100 ------- RESPONDENT (Customer)
SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative sample, a nonprobability sampling technique is applied for the target market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of the universe
for constituting a sample on the basis that the small mass that they so select out of a huge
one will be typical or representative of the whole.
Judgment sampling: To select population members who are good prospects for accurate
information.
74
75
DATA COLLECTION
76
DATA COLLECTION
The data collection process is the predefined task that I have to undergo. The data
collection process starts right from the first day till the final day on the field. During the
whole period a list of different retailers scattered around whole of the South Delhi gets
visited on the regular basis. The main task is to analyze the market potential, study of the
market share of the company and analyzing the competitors strategies.
The survey process is not complete without consulting the Distributor &
Retailers. The distributors are the key nodes that make the chain moving effectively. So
the response made by them is also an essential criterion to involved and reaching for
certain decisions.
There are several ways of collecting appropriate data that differ
considerably in the context of money costs, time, and other resources at the disposal of
the researcher. The tools used for data collection are as:
77
PRIMARY DATA
The primary data are those data, which are collected afresh and for the first time. And
happen to be original in character. The primary data to be collected for the study are
SECONDARY DATA
Secondary data means data that are already available i.e., they refer the data,
which have already been collected and analyzed by someone else. When the researcher
utilizes secondary data, then he has to look into various sources from where he can obtain
them, IN this case he is certainly not confronted with the problems that are usually
associated with the collection of original data. Secondary data may either be published
data or unpublished data. Usually published data are available in:
78
Public records and statistics, historical documents, and other sources of published
information. The sources of unpublished data are many; they may be found in
diaries, letters, unpublished biographies and autobiographies and also may be
available with scholars and research workers, trade associations, labor bureaus and
other public/private individuals and organizations.
79
ANALYSIS OF DATA
On the basis of the project carried out & questionnaires filled we have following
conclusion on each question.
Brands
No of respondents
( owners)
BAJAJ
30
Kawasaki
10
YAMAHA
20
TVS
20
Honda
20
Total
100
30%
10%
20%
20%
20%
Bajaj
Kawasaki
Yamaha
80
TVS
Honda
Table 2
Factors
No. of
Respondents
TV Ads
57
Salesmen
20
Newspapers
13
Radio
Others
Total
100
81
13%
8%
2%
57%
20%
82
Table 3
Response
NO of
respondent
Yes
78
No
22
Total
100
83
Table - 4
If someone takes advice from you for purchasing a BIKE, which brand
you would recommend?
Response
No. Of
respondents
Same brand
40
Other brand
35
No say
25
Total
100
84
table 5
Response
No. Of
respondents
Yes
85
No
15
Total
100
15%
85%
Yes No
85
Table 6
Respondent category
No. of
respondents
Students
35
Doctors
13
Businessmen
10
Teachers
Servicemen
18
Others
17
Total
100
80
71
66
70
60
50
33
40
30
14
20
10
0
Maintenance
cost
Looks
86
AWARENESS ABOUT
NAME OF AREA
YAMAHA IN %
DEFENCE COLONY
JAGRITI VIHAR
SHASTRI NAGAR
SHRADHAPURI
PANDAV NAGAR
GHAZIABAD & NCR CANTT.
87
84%
63%
55%
54%
48%
71%
84%
48%
63%
54%
DEFENCE COLONY JAGRITI VIHAR
SHRADHAPURI
PANDAV NAGAR
88
55%
SHASTRI NAGAR
MEERUT CANTT.
AGE GROUP
36 Above
10%
18-20
9%
21-25
33%
31-35
37%
26-30
11%
150-175
11%
175 above
4%
75-100
17%
125-150
11%
100-125
57%
89
80
70
68
71
75
69
60
50
32
33
40
30
20
10
Low price
Least physical
effects
Reliability
(less chances
of
breakdow n)
Low
m aintenance
cost
Looks
Fuel efficiency
80
75
72
71
70
60
51
50
40
26
30
31
20
10
0
90
Looks
Fuel
econom y
Low
maintance
cost
Reliability
Least
physical
effort bike
High price
91
The views and attitude of the customer is the most vital element assessing the overall
effect and advertisement cast upon the target market and finally through word-of-mouth
results in the desired objective of an advertisement being fulfilled i.e. purchase of the
product by the target customer.
Therefore, the more the company is heard of through its advertisement the more is the
recall-value, which is the ultimate parameter to assess the effectiveness.
The respondents in the survey were very quite well informed about the company .Even a
major share of the rural population were familiar with the name of the company and its
logo, as an increasing proportion of the rural and semi-rural population have come to trust
in the companys product for their quality and before this even price seems to be and
avoidable consideration.
Out of the sample of 100 respondent from 6 towns, a strikingly higher proportion i.e. 93%
have heard of the YAMAHA This shows that the name and goodwill of the company is
being given an ear to and the name is speaking of itself. Among the various towns, the
highest percentage is 95 for A-class locality Ghaziabad & NCR. And 95 for B-class
locality in addition, the advertisements are attractive enough to have been seen by 92 %
of the sample. Again, among locality-wise breakup the highest percentage for
advertisement being seen is grabbed by Defense colony and Ghaziabad & NCR with 84%
and 71% respectively.
Out of the total sample, 37% respondents have already used/ are using the products of
YAMAHA A class locality, Defence /colony has highest number of the users (64%) and
lowest for Rajnagar (25%).the user breakup for the various products shows that maximum
respondents have used BIKES and lowest number of users is for MWO.
To measure the effectiveness of advertisements., the response for the various question that
are included are about the recall of the advertisement, slogan and the logo, the percentage
of the respondents.
Who think or ever thought of buying the products of YAMAHA after viewing the
advertisement, was also analyzed.
92
This lead to the assessment of the effect and advertisement have over the customer and
finally achievement of the objective of positive altering the purchase behavior. This
shows that advertisements are attractive and impressing enough to have generated the
feeling of buying the product and least once, in the minds of 76% of the respondents.
When enquired about the media, upon analysis it was found that TV seems to be the best
choice with 93%, followed by nearly the same voting for Print and banner/ Hoarding
{65% and 25% respectively}.
Analysis shows that the advertisement recall is 44%.
In addition, Logo recall is 72% that proves that the YAMAHA logo is attractive and
which, casts and everlasting impression Ghaziabad & NCR showed 100% logo recall.
In contrast, the poorest is the slogan recall with barely13% .the heist slogan recall is for
Ghaziabad & NCR with 25%
When asked about the wish to buy products of any brand other than YAMAHA ,the
analysis shows that the highest preference went to BAJAJ with31% and it leaves for
behind the second highest percentage for Samsung with 29% and others.
93
CONCLUSION
The conclusion drawn are totally dependent on the response of the respondents as they
have been analyzed
2. To find out the most influencing medium, we consider many media. After analysis
we conclude that T.V. is the most influencing medium. There are many other
sources except T.V. which influence the consumer in making purchase decision.
Other source may by through friends, own vision, family members etc.
3. The introduction of a new brand, by itself do not lead the customer to change the
brand but it may
4. We include that 66% of the total respondents advice the other person to purchase
the same brand what they have purchased.
94
5. Before this study we assumed that guarantee / warrantee play a very important
role in making purchase decision but analyze in the table no. 5 conclude 66% of
the total respondents were influenced by the guarantee / warrantee.
7. Respondents of low income (less than Rs. 5000) are either satisfied or partially
satisfied with their brand after sales services.
8. Major part of the respondents (whose income is less than l 5000) believed in the
guarantee / warrantee facility and purchased the BIKESs on such scheme.
9. The respondents whose income are between Rs. 5001 & Rs. 10000 purchase the
BIKESs at reasonable price or high price. Very few respondents purchase the
brand of low price.
95
SUGGESTIONS
&
RECOMMENDATION
96
2.
3. Proper Customer relationship During the analysis we find that 33% of total
respondents advice to purchase other brand when they were asked to give advised
in purchasing the BIKESs. So the marketers should persuade them to make
positive attitude. Marketers should contact directly
97
6. Strong R&D power Company should have R&D department to search the new
development in the feature, quality, price level, etc. so that the consumer can not
turn to new product.
9. Exclusive Demo company have to ensure dealer and sales personal are more
willing and ready to provide demonstration improve sound output / volume.
98
10. New Products Ensure that the company is innovative and introduces new
products to meet new customers needs.
11. Sound Communication Makes sure the sales staff shows better ability to
listen, understand and answer query.
Limitations :
Any Yamaha Motorcycle on which all free, bonus and paid service as given in the
Owners hand book given with the motorcycle by IYM and service as per Yamaha
Protection Plus booklet have not been carried out through Authorized Dealer/
Yamaha Point.
Warranty shall not apply to any other parts other than mentioned in part coverage
Parts of the vehicle that have been subjected to Misuse, Accident & Negligence.
Treatment or which have been used in conjunction with parts and equipment not
manufacture or recommended for use by IYM if in the sole judgment of IYM such
use prematurely affects the performance and reliability of the vehicle.
99
Parts of the vehicle that have been altered or modified or replaced in unauthorized
manner, and which in the sole judgment of IYM affects its performance and
reliability.
The vehicle that has not been serviced by IYM authorized dealer/Yamaha Point as
per the service schedule or which have not been operated or maintained in
accordance with instruction mentioned in the Protection Plus Booklet
The vehicle used for a competition or race and /or for attempting to setup any kind
of record.
Any natural wear and tear including without limitation ageing etc.
Insignificant defects, which do not affect the functioning of the motorcycle and it's
road worthiness.
In case of an accident if parts covered under this protection plus are damaged the
same will not be replaced under this protection plus.
100
APPENDICES
101
BIBLIOGRAPHY
WEB SITE:
www.Yamahaindia.com
www.yamahabike.com
www.google.com
102
QUESTIONNAIRE
103
QUESTIONNAIRE
(i) BAJAJ
(ii) Honda
(iii) Kawasaki
(iv) TVS
(v) YAMAHA
(i)
TV advertisement
(ii)
Salesman
(iii)
Newspaper
(iv)
Radio
(v)
Other
104
(i)
Yes
(ii)
No
4. If someone takes advises from you purchasing a BIKESs, which brand you would
recommend?
(iii) No comment
5. Do you think that guarantee and warrantee play some role in purchasing you brand?
(i)
Yes
(ii)
No
(i)
Student
(ii
Doctor
105
(iii
Businessman
(iv)
Serviceman
(v)
Others
(i)
TVS
(ii)
Others
(iii) Yamaha
(iv)
Bajaj
(i) 18-20
(ii) 21-25
(iii) 26-30
(iv) 31-35
(i) Looks
(iv) Reliability
(v) Price
107