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SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)

On

A STUDY ON CUSTOMER ATTITUDE TOWARDS


YAMAHA SPORTS BIKE IN LUCKNOW CITY

Towards partial fulfillment of


Bachelor of Business Administration (BBA)
(BBD University, Lucknow)

Submitted to: Submitted by:


Mr. Raj Kumar Mishra Rashid Jamal
Roll No. 1140671030

Session 2016-2017
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
1. TOPIC:

A STUDY ON CUSTOMER ATTITUDE TOWARDS YAMAHA SPORTS


BIKE IN LUCKNOW CITY

2. INTRODUCTION & REVIEW OF LITERATURE:

Customer satisfaction means taking complete care of customer by giving them complete

knowledge about the product and about all the feature of that particular product.

Customer satisfaction is the end result of your interaction with the customer. By giving

the best customer service and making sure that the customer was given the best resolution at the

end of the call, then we can say that the customer is satisfied even if it's not verbally said.

According to me customers are those who pay (salary). Satisfaction is the key to hold

the customer for future business. Complete knowledge must be given; each and every query must

be clarified by the seller. If a customer remembers you for future business then we can say that

customer is satisfied.

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

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

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

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

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

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

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

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

countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX
(1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1 (998cc), YZF-R15 version 2.0 (150cc), Fazer

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

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

Consumers attitudes towards marketing activities are important from both a theoretical and a

managerial standpoint (Gaski and Etzel 1986). As consumer attitudes significantly affect their

behavioral responses to marketing activities, knowledge of consumers attitudes toward

marketing has been used in economic forecast and found to be linked to several key

macroeconomic variables (Chopin and Darrat 2000). Such information can also help devising

effective strategies for companies as well as developing regulations by government agencies to

protect consumers interests. Existing research has dealt with consumers overall attitudes toward

marketing as well as specific marketing activities such as advertising and pricing (Nwachukwu et

al 199; Webster 1991). In general, researchers have focused on a central issueCwhat causes the

differences in consumers attitudes toward marketing activities? Webster (1991), for instance,

found significant differences in consumer attitudes toward various marketing practices including

product quality, pricing, advertising, and retailing or selling; however, many of the differences

remained even after social class and income effects were removed. Therefore, what factors cause

the differences in consumers attitudes and how they affect consumers experience in the

marketplace demand clarification.


3. SCOPE OF THE STUDY

1. The study mainly on Yamaha Motors bike with the comparison brought out which shows

the range of Yamaha Motors.

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

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

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

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

related to Yamaha R15 which is obtained from the survey.

4. The study underwent is related to urban areas and semi-urban areas at Lucknow City.
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