.

KUVEMPU UNIVERSITY
Project Report on
A STUDY ON CUSTOMER SATISFACTION TOWARDS YAMAHA
TWO WHEELERS WITH SPECIAL REFERENCE TO SHIVAMOGGA
CITY
Submitted in Partial Fulfillment of the Requirement for the Award of the Degree In

BACHELOR OF BUSINESS ADMINISTRATION

BY

AKSHAY. M.V
Register No.BB178906

UNDER THE GUIDANCE OF

Ms. Swathi. J
Assistant Professor
Department of Commerce and Management
PESIAMS, SHIVAMOGGA

PES Institute of Advanced Management Studies,

(Affiliated to Kuvempu University)
Recognized by Government of Karnataka
N H 206, Sagar Road, SHIVAMOGGA – 577 204

2019-2020
 CERTIFICATE

This is to certify that AKSHAY. M.V bearing the Register No. BB178906 of
VI Semester BBA has carried out the Project Work entitled “A Study on
Customer Satisfaction towards Yamaha Two Wheelers with special
reference to Shivamogga City” under guidance of Ms. Swathi. J as part of his
curriculum activity as per the norms for obtaining Degree in Bachelor of
Business Administration from PES Institute of Advanced Management Studies,
Shivamogga during the Academic year 2019-2020.

Ms. Swathi. J Dr. G M Sudharshan Dr.K.Sailatha

Assistant Professor HOD Principal
Department of Commerce and Department of Commerce and PESIAMS
Management, Management, Shivamogga
PESIAMS PESIAMS
Shivamogga Shivamogga

Place: Shivamogga

Date:
 DECLARATION

I hereby declare that the project work entitled “A Study on Customer

Satisfaction towards Yamaha Two Wheelers with special reference
to Shivamogga City” is the result of my own study done under the
supervision and guidance of Ms. Swathi. J., Assistant Professor,
Department of Commerce and Management, PES Institute of Advanced
Management Studies, Shivamogga – 577204 and I further declare that the
findings in this project report are independent study done by me and it
has not been submitted earlier to any University/Institution for the award
of any other course.

AKSHAY. M.V
Reg. No. BB178906
VI Semester BBA

Place: Shivamogga

Date:
 .

Table of Contents

Chapter Chapter name Page No.

1. Introduction 01 - 10

Industry & Company Profile 11 – 43

2.

3. Conceptual Frame Work 44 – 53

Analysis of data and interpretation 54 – 79

4.
Findings, Suggestions And Conclusion 80 – 84
5.

Questionnaire

Bibliography
 List of Tables

Table Page
Title
no no
4.1 Table showing on the basis of Gender factor 56
4.2 Table shows on the basis of Respondent’s Marital Status 57
4.3 Table shows on the basis of Respondent’s Age Group 58
4.4 Table shows on the basis of Respondent’s Educational Qualification 59
4.5 Table shows on the basis of Respondent’s Occupation 60
4.6 Table shows on the basis of Respondent’s Monthly Income 61
4.7 Table shows respondents are customer of Vijaya Motors Showroom 62
Table shows advertisement factor of Yamaha Two Wheelers which
4.8 63
motivates respondent
4.9 Table shows long have respondents Known Vijaya Motors Showroom 64
4.10 Table shows How often respondent visit Vijaya Motors Showroom 65
Table shows which media respondent like the most efficient for
4.11 66
advertising Yamaha Two Wheelers
Table shows happy with the kind of customer services have receive from
4.12 67
the company so far
Table shows respondents opinion about pricing of the products in
4.13 68
Yamaha Two Wheelers
4.14 Table shows Types of Offer respondent Prefer 69
Table shows factors made respondents to buy Yamaha Company Two
4.15 70
Wheeler Products
4.16 Table shows respondents rate the quality of the product or service 71
Table shows respondent feel about the price of the Yamaha Company Two
4.17 72
Wheeler product
Table shows what extent respondent consider following features of Brand
4.18 73
while purchasing
Table shows from Past how many years respondent know about Yamaha
4.19 74
Two Wheelers Bike
Table shows Yamaha Two Wheelers Bike appearance is attractive in
4.20 75
order to grab the attention of consumers
4.21 Table shows least attractive feature of the Yamaha Two Wheelers Bike 76
4.22 Table shows made respondents to buy Yamaha Two Wheelers Bike 77
Table shows promotional scheme will attract respondents to purchase
4.23 78
Yamaha Two Wheelers Bike
Table shows rating Yamaha Two Wheelers Bike with similar products in
4.24 79
the market
 List of Graphs

Graph Page
Title
no no
4.1 Table showing on the basis of Gender factor 56
4.2 Table shows on the basis of Respondent’s Marital Status 57
4.3 Table shows on the basis of Respondent’s Age Group 58

4.4 Table shows on the basis of Respondent’s Educational Qualification 59

4.5 Table shows on the basis of Respondent’s Occupation 60
4.6 Table shows on the basis of Respondent’s Monthly Income 61

4.7 Table shows respondents are customer of Vijaya Motors Showroom 62

Table shows advertisement factor of Yamaha Two Wheelers which
4.8 63
motivates respondent
Table shows long have respondents Known Vijaya Motors
4.9 64
Showroom
4.10 Table shows How often respondent visit Vijaya Motors Showroom 65
Table shows which media respondent like the most efficient for
4.11 66
advertising Yamaha Two Wheelers
Table shows happy with the kind of customer services have receive
4.12 67
from the company so far
Table shows respondents opinion about pricing of the products in
4.13 68
Yamaha Two Wheelers
4.14 Table shows Types of Offer respondent Prefer 69
Table shows factors made respondents to buy Yamaha Company
4.15 70
Two Wheeler Products
4.16 Table shows respondents rate the quality of the product or service 71
Table shows respondent feel about the price of the Yamaha
4.17 72
Company Two Wheeler product
Table shows what extent respondent consider following features
4.18 73
of Brand while purchasing
Table shows from Past how many years respondent know about
4.19 74
Yamaha Two Wheelers Bike
Table shows Yamaha Two Wheelers Bike appearance is attractive in
4.20 75
order to grab the attention of consumers
Table shows least attractive feature of the Yamaha Two Wheelers
4.21 76
Bike
4.22 Table shows made respondents to buy Yamaha Two Wheelers Bike 77
Table shows promotional scheme will attract respondents to
4.23 78
purchase Yamaha Two Wheelers Bike
Table shows rating Yamaha Two Wheelers Bike with similar
4.24 79
products in the market
 A Study on Customer Satisfaction towards Yamaha Two Wheelers with
special reference to Shivamogga City

Chapter – 1
Introductio
n
1.1 Introduction
1.2 Review of Literature
1.3 Needs for the study
1.4 Statement of the problem
1.5 Objectives of the study
1.6 Scope of the Study
1.7 Research design
1.8 Limitations of the Study
Introduction
1.1 Introduction

It is for the most part acknowledged actuality that as of late advertisers have turned
out to be commanding and purchaser has control over the strategic choice made by
the organizations. Consumer buying behavior implies conduct of purchaser at the
season of acquiring of items and administrations. Comprehension of this behavior
causes the organizations to expand their client for their item increment picture and
gainfulness of the organization. Thus, this investigation is directed to perceive
shopper purchasing behavior and factors effect on customer behavior. Buyer behavior
takes continually of gigantic thoughtfulness regarding merchants. A buyer obtaining
conduct is inclined by conventional, societal, individual and expressive angles.

Dept..of Commerce and Management PESIAMS, Page|1

Shivamogga
 A Study on Customer Satisfaction towards Yamaha Two Wheelers with
special reference to Shivamogga City
Consumer buying behavior is significant concept in the marketing. Consumer are the
back bone of any business and its buying activity take very important role in the
present market condition. The consumer behavior is affected by social, individual and
personal factors

1.2 Review of Literature

Abdul karim (2007)', in his Article, "A study of two-wheeler consumer buyer
behaviour in Tirunelveli city" stated that that fuel economy, price and maintenance
expenses are the main factors influencing the buying decision of a particular two
wheeler, followed by brand name, style and after sales service. The study gives clear
picture about brand popularity that Hero Honda Splendor has occupied first place in
four stroke two wheelers, TVS Suzuki MaxlOOR in the two stroke two-wheelers,
TVS Scooty & Scooty pep in the scooterettes series, TVS champ in the mopeds
series. In general TVS brand occupies first place followed by Hero Honda and Bajaj.
Most of the two wheeler buyers select the models irrespective of their income and
occupation.

Chandrasekaran Kathiravana (2010) ,in his article" The Competitive Implications

Of Consumer Evaluation Of Brand Image, Product Attributes, And Perceived Quality

Dept..of Commerce and Management PESIAMS, Page|2

Shivamogga
In Competitive Two-Wheeler Markets Of India " stated that Two-wheeler segment is
one of the most important components of the automobile sector that has undergone
significant changes due to shift in policy environment. The two wheeler industry has
been in existence in the country since 1955. It consists of three segments viz.
scooters, motorcycles and mopeds. This high figure itself is suggestive of the
importance of the sector. In the initial years, entry of firms, capacity expansion,
choice of products including capacity mix and technology, all critical areas of
functioning of an industry, were effectively controlled by the State machinery .

Philip T. Kotler & Gary Armstrong, (2011) ,in his article " Principles of
Marketing Management‟ stated that investigates vital basic leadership from two
points: he demonstrates different ways to build relations and create skills that will
strengthen these relationships and he likewise analyses how to create and own new
markets. The author focuses on developing and maintaining relationship with
customers as he considers it as very noteworthy while planning and executing of a
marketing plan. The author tries to explain relationship marketing and competitive
advantage with real time examples. The author considers the advantages of
significant worth of value added association and the long term management of
customers .

Debasis Tripathy (2014) in his article "A Study on Consumer Satisfaction of Two
Wheeler Bikes" stated that Satisfaction is a person’s feelings of pleasure or
disappointment resulting from comparing a product’s perceived performance in
relation to his or her expectation”. As the definition makes it clear, satisfaction is a
function of perceived performance and expectations. If the performance falls short of
the expectations of the customer, the customer is dissatisfied. If the performance
exceeds the expectations, the customer is highly satisfied or delighted. Many
companies are aiming for high satisfaction because customers who are just satisfied
still find it easy to switch, when a better offer comes along. Those who are highly
satisfied are much less ready to switch.

Priyanka Jain (2015) in her article " A Study of Customer Satisfaction of Two
Wheelers on Yamaha " stated that major part of growth in the two-wheeler industry
has come from motor cycles, which are considered fuel efficient, reliable and its
suitability on rough roads. As per his study, TVS-Suzuki, Hero: Honda, Bajaj
dominates the two wheeler scene. The study also says that due to stiff competition
from automobile major Bajaj which is a largest producer of scooters the LML is
facing considerably stiff competition. However, dominance of this category has been
declining because of shift in customer preference towards motor bikes. major part of
growth in the two-wheeler industry has come from motor cycles, which are
considered fuel efficient, reliable and its suitability on rough roads.

Basavaraj H. Huggi (2016) in his article " A Study on Customer Satisfaction

Towards After- Sales Service”, stated that that two wheeler customers are very much
concerned about the performance and quality of the bikes or scooters they intend to
purchase than any other attributes. Instead of getting lured by the advertisements,
they have started collecting information from all the available sources, with the help
of which they make the most logical and rational purchase decision. They consider
the feedbacks obtained from existing two-wheeler users, word of mouth review from
their dear and near, ideas shared in social media and the expert opinion from the two-
wheeler mechanics as the most accurate, unbiased and accurate sources of
information for making the right choice of their two-wheeler.

Nutan Sharma (2016) ,in his article" Customer Perception Towards Major Brands
Of Two Wheelers In Jaipur City And Its Impact On Buying Decision" stated In an era
of increasing global competition, “ Customer Perception” remains a research topic of
strong interest. By keeping in view that future disposable income of average
household people will increase, so in future their demand and need both increases. To
meet their expectations it become a prime importance to study various factors
influencing their perceptions and hence impact on purchase decision. In other words
we can say that motorcycle is a common man vehicle. Keeping in consideration that
people have a criteria of preference in the minds before they go to purchase a
motorbike.
Dheeraj R (2016) ,in his article" A Study On Consumer Satisfaction Among Yamaha
Two Wheeler Users" stated that The essence of organization is the customer and not
the product shall be in the heart of the entire business system. Customer satisfaction
plays a crucial and critical role as it deals with customers and their needs. This
research analyses the satisfaction level of customers towards Yamaha vehicle.
Yamaha two wheelers are well known for their designs and performance. Youth is
the target for Yamaha. And this research have found the satisfaction level of
customers in various categories like different age group, gender, income levels, and
factors influencing them to buy Yamaha vehicle and most of its users are highly
satisfied thus retaining customer loyalty.

K. P Najeemudeen (2016),in his article" Information Sources for Two-wheeler

Purchase: An Analytical Study with Special Focus on Malappuram District of Kerala
" stated which the marketers tamed the minds of the customers to their favor using
colour full television commercials with breathtaking visuals, pulsating punch lines
and celebrity endorsement. Modern day customers are very shrewd and highly
rational. Technological advancements have opened a wide variety of sources to them
from which they can access information on any product to their fingertips within
Nano seconds. They cannot be deceived any more with the graphical sorcery in the
television commercials and the glittering promotional materials, offers or any such
things. Buying process starts when the buyer recognizes a problem or need.

Dr. K. Mallikarjuna Reddy (2017) ,in his article" Consumers Behavior Towards
Two-Wheeler Motor Bikes. " stated that The marketing concept is consumer oriented
and the emphasis is more on the consumer rather than on the product. The essence of
modern marketing lies in building of profit along with creating meaningful value
satisfaction for the costumers, whose needs and desires have to be coordinated with
the set of products and production programmes. Therefore, marketing success an
enterprise depends as its ability to create a community of satisfied consumers. All the
business activities should be carried out in ways which are directed towards the
satisfaction of the consumer needs.
Malviya(2017) ,in his article" A study on brand preference to HONDA two wheelers
among Youths " stated that Brand preference is the measure of brand loyalty in which
a consumer will choose a particular brand in presence of competing brands, but will
accept the substitutes if that brand is not available. Brand preference is the selective
demand for a company's brand rather than a product; the degree to which consumer
prefer one brand over the another. Brand loyalty refers to the extent of the
faithfulness of consumer to a particular brand, expressed through their repeated
purchases, irrespective of the marketing pressure generated by the competing brands.
Pricing, promotional deals and product availability have tremendous impact on the
position of brand in the consumer's preference set.

A. Meenakshi (2018) ,in his article" Customer Satisfaction Towards Motorcycles: A

Conceptual Study " stated that satisfaction is a people’s feeling of pleasure or
disappointment resulting from comparing a product’s perceived performance [or
outcome] in relation to his or her expectations. If the performance lags the people’s
expectation, the customer is unhappy. If the performance goes with the expectations,
the customer is happy. If the performance exceeds his or her expectation, the
customer is delighted. The link between customer satisfaction and customer loyalty is
not proportional. Suppose customer satisfaction is valued on a scale from one to five.
Efforts has been made to get insight into the factors responsible for attracting
customers to buy motorcycles as well as factors resulting in consumer satisfaction
and dissatisfaction as well.

Prof. Mohd. Akbar Ali Khan (2018) ,in his article" Two-Wheeler Consumers’
Behavior Towards Customer Satisfaction " stated that The Indian two-wheeler
industry attracted worldwide attention after the major reforms (LPG) in 1991 and
after, even though it had its beginnings in the late fifties when Enfield set up its plant
to make ‘bullet’ motorcycles. A number of foreign players entered the market and
prominent among them were Suzuki, Honda, Yamaha and Kawasaki in Joint Venture
route, later on some break-ups also observed. The Auto market changed dramatically
in terms of technology also viz., four-stroke motorcycles, fuel injection motors, looks,
benefitted features, power, mileage (fuel economy), environmental compliance,
performance, comfort, alternative fuel, and electric two-wheelers.

A. Inayaththulla (2018) ,in his article" A Study On Customer Satisfaction" stated that
Automobile sector is one of the evergreen part in everyone life. India is one of the
biggest manufacturer and producer of two wheelers in the world. It stands next only
to Japan and China in terms of the number of two -wheelers produced and domestic
sales respectively. Customer satisfaction is the degree of satisfaction provided the
goods or services of a company as measured by the number of repeat customer. The
main objectives are to find out the customer satisfaction and loyalty towards Yamaha
bikes. The universe of the population includes the respondents who are the customer
of Yamaha bike. After Yamaha bikes, from the research it is concluded that the
demographic variable such as age group, gender and occupation are having less
impact on the factors of customers satisfaction.

1.3 Needs for the study

 It helps to learning of consumer attitude towards, it is most essential for the

merchants in forming the exercises of association.
 To assess and judge the buyer purchasing behavior of customer with respect
to the Yamaha Two Wheelers Bike .
 It helps to holds and retain the more buyers for the product and services.

1.4 Statement of the problem

Consumer behaviour assumes an essential part in empowering an association to

change and create connect with consumers. Hardly few investigation made on two
wheelers, this study is to find consumer buying behaviour of two wheeler and factors
influencing on consumer buying behavior towards Yamaha Two Wheelers Bike Two
wheeler at Shivmaogga Hence the present study is undertaken
1.5 Objectives of the study

This study was carried out to find the customer satisfaction level towards Yamaha
two wheeler vehicles and to raise the maximum level. The customer satisfaction
level depends up on the various factors, like millage, price, etc. Foe instant research
factors such as looks, style, brand image, technology, time delivery of the documents
and proper information about the product was concerned.

 The main objective of the study is to find out the level of

customer satisfaction towards Yamaha two wheelers.
 To identify the factors influencing customers satisfaction forwards
Yamaha two wheelers
 To study the factors those satisfy and delight the customer

To understand the customers requirement from the Yamaha two wheelers  To view
the satisfaction level of the customers of two wheeler vehicles in Yamaha.

1.6 Scope of the Study

The scope of this study is wide and valuable. The study deals with the customer
satisfaction towards organized outlets which is very essential for retailing. Also, it
deals with various problems in the present retail store products and promotional
schemes.

The study is limited to the customer of Yamaha vehicle buyers. The customer
includes customers who enter the Vijaya Motors show room. This study will help us
to understand customers preference and their need expected from the business
owners. This study will not only help me as a student but it also assists Yamaha Two
wheelers to improve their service standard

1.7 Research design

Descriptive Research: - It is utilized to depict attributes of a populace or wonder

being contemplated, it doesn't answer inquiries regarding how/when/why the
characteristics occurred
Sources of data collection

The study use both primary and secondary information,

Primary data: The primary information gathered from the accompanying source
like observation, communication with organization people and also collected through
questionnaire.

Secondary data: The secondary information gathered through Internet, magazine,

Journals, Text Book and Company Website.

Sampling Technique

Convenience Sampling: - It is a sort non probability sampling in which individuals

are tested just in light of the fact that they are helpful wellsprings of information for
specialists

Sample Size: -

The sample size of the study is 50 respondent

Sampling Method: -

It is statics strategy for think about an example shape a factual populace such that
each conceivable example that could be chosen has a predetermined probability of
purchase chose

Tools for data collection:

Structured Questionnaires were the tools for data collection. The Questionnaire was
neatly designed and constructed for the purpose in line with the objective of the
study.

1.8 Limitations of the Study

 Due to lack of time only 50 sampling size distributed.

 The study is limited to the customer who purchased two wheeler from
Yamaha Two Wheelers Bike in Shivamogga city.
 The research conducted about the buyer purchasing behaviour in Shivamogga
city only.
 The time period restricted to 10 weeks.
 Chapter - 2
Industry & Company
Profile
2.1 Introduction
2.2 Present Status
2.3 Market Size
2.4 Investments
2.5 Government Initiatives
2.6 Achievements
2.7 Road Ahead
2.8 Background and Inception of the Company
2.9 Corporate Philosophy
2.10 Corporate Mission
2.11 Management Principles
2.12 Corporate Time Lines
2.13 Products
2.14 Competitors
2.15 Swot Analysis
Automobile Industry Profile
2.1 Introduction

The automobile industry in India is world’s fourth largest, with the country currently
being the world's fourth largest manufacturer of cars and seventh largest
manufacturer of commercial vehicles in 2018. Indian automotive industry (including
component manufacturing) is expected to reach Rs 16.16-18.18 trillion (US$ 251.4-
282.8 billion) by 2026. Two-wheelers dominate the industry and made up 81 per cent
share in the domestic automobile sales in FY19. Overall, Domestic automobiles sales
increased at
6.71 per cent CAGR between FY13-18 with 26.27 million vehicles being sold in
FY19. Indian automobile industry has received Foreign Direct Investment (FDI)
worth US$ 23.51 billion between April 2000 and September 2019. Five per cent of
total FDI inflows to India went into the automobiles sector.

Domestic automobile production increased at 6.96 per cent CAGR between FY13-19
with 30.92 million vehicles manufactured in the country in FY19.

In FY19, commercial vehicles recorded the fastest pace of growth in domestic sales at
17.55 per cent year-on-year, followed by three-wheelers at 10.27 per cent year-on-
year.

The passenger vehicle sales in India crossed the 3.37 million units in FY19 and is
further expected to increase to 10 million units by FY20. Passenger vehicle exports is
estimated to touch about 6,90,000 units in 2019-20.

The government aims to develop India as a global manufacturing as well as a

research and development (R&D) hub. It has set up National Automotive Testing and
R&D Infrastructure Project (NATRiP) centres as well as a National Automotive
Board to act as facilitator between the government and the industry. Under
(NATRIP), five testing and research centres have been established in the country
since 2015. NATRIP’s proposal for “Grant-In-Aid for test facility infrastructure for
Electric Vehicle (EV) performance Certification from NATRIP Implementation
Society”
under FAME Scheme which had been approved by Project Implementation and
Sanctioning Committee (PISC) on 3rd January 2019.

The Indian government has also set up an ambitious target of having only electric
vehicles being sold in the country. Indian auto industry is expected to see 8 -12 per
cent increase in its hiring during FY19. The Ministry of Heavy Industries,
Government of India has shortlisted 11 cities in the country for introduction of
electric vehicles (EVs) in their public transport systems under the FAME (Faster
Adoption and Manufacturing of (Hybrid) and Electric Vehicles in India) scheme. The
first phase of the scheme has been extended to March 2019 while in February 2019,
the Government of India approved the FAME-II scheme with a fund requirement of
Rs 10,000 crore (US$ 1.39 billion) for FY20-22. Under Union Budget 2019-20,
government announced to provide additional income tax deduction of Rs 1.5 lakh
(US$ 2146) on the interest paid on the loans taken to purchase EVs. Investment flows
into electric vehicles start-ups in 2019 (until the end of November) increased nearly
170 per cent to reach US$ 397 million. Under FAME II, Government has sanctioned
5,595 e-buses in 64 cities in 26 states for inter-city and intra-city operations. Under
the scheme 2,636 charging stations in 62 cities across 24 States/UTs were sanctioned.

Overall automobile exports increased by 14.50 per cent year-on-year in FY19 and
during April-December 2019, overall export increased by 3.9 per cent. It is expected
to grow at a CAGR of 3.05 per cent during 2016-2026.

Domestic two-wheeler industry is expected to grow at 8-10 per cent during FY19.
Also, luxury car market in India is expected to grow at a 25 per cent CAGR till 2020.
The Government of India expects automobile sector to attract US$ 8 -10 billion in
local and foreign investments by 2023. India will be part of Global Automotive
Triumvirate - the global Big 3 in coming 20 years and will also exceed the Indian
automotive sales from US market by mid 2030s.
2.2 Present Status

India became the fourth largest auto market in 2018 with sales increasing 8.3 per cent
year-on-year to 3.99 million units. It was the seventh largest manufacturer of
commercial vehicles in 2018.

The Two Wheelers segment dominates the market in terms of volume owing to a
growing middle class and a young population. Moreover, the growing interest of the
companies in exploring the rural markets further aided the growth of the sector.

India is also a prominent auto exporter and has strong export growth expectations for
the near future. Automobile exports grew 14.50 per cent during FY19. It is expected
to grow at a CAGR of 3.05 per cent during 2016-2026. In addition, several initiatives
by the Government of India and the major automobile players in the Indian market
are expected to make India a leader in the two-wheeler and four-wheeler market in
the world by 2020.

2.3 Market Size

Overall domestic automobiles sales increased at 6.71 per cent CAGR between FY13-
19 with 26.27 million vehicles getting sold in FY19. Domestic automobile production
increased at 6.96 per cent CAGR between FY13-19 with 30.92 million vehicles
manufactured in the country in FY19.

In FY19, year-on-year growth in domestic sales among all the categories was
recorded in commercial vehicles at 17.55 per cent followed by 10.27 per cent year-
on- year growth in the sales of three-wheelers.

Premium motorbike sales in India crossed one million units in FY18. During January-
September 2018, BMW registered a growth of 11 per cent year-on-year in its sales in
India at 7,915 units. Mercedes Benz ranked first in sales satisfaction in the luxury
vehicles segment according to J D Power 2018 India sales satisfaction index (luxury).

Sales of electric two-wheelers are estimated to have crossed 55,000 vehicles in 2017-
18.
2.4 Investments

In order to keep up with the growing demand, several auto makers have started
investing heavily in various segments of the industry during the last few months. The
industry has attracted Foreign Direct Investment (FDI) worth US$ 22.35 billion
during the period April 2000 to June 2019, according to data released by Department
for Promotion of Industry and Internal Trade (DPIIT).

Some of the recent/planned investments and developments in the automobile sector

in India are as follows:

 Audi India plans to launch nine all-new models including Sedans and SUVs
along with futuristic e-tron electric vehicle (EV) by the end to 2019.

 MG Motor India to launch MG ZS EV electric SUV in early 2020 and plans

to launch affordable EV in next 3-4 years.

 BYD-Olectra, Tata Motors, Ashok Leyland to supply 5,500 electric buses for
different state departments.

 Premium motorbike sales in India recorded seven-fold jump in domestic sales

reaching 13,982 units during April-September 2019. The sale of luxury cars
stood between 15,000 to 17,000 in first six months of 2019.

 In H1 2019, automobile manufacturers invested US$ 501 million in India’s

auto-tech companies start-ups, according to Venture intelligence.

 For self-driving and robotic technology start-ups, Toyota plans to invest

US$100 million.

 In India, 7 Series face lift launched by BMW and the new X7 SUV has been
introduced at Rs 98.90 lakh (US$ 0.14 million).

 Ashok Leyland has planned a capital expenditure of Rs 1,000 crore (US$

155.20 million) to launch 20-25 new models across various commercial
vehicle categories in 2018-19.
  Hyundai is planning to invest US$ 1 billion in India by 2020. SAIC Motor
has also announced to invest US$ 310 million in India.

 Mercedes Benz has increased the manufacturing capacity of its Chakan Plant
to 20,000 units per year, highest for any luxury car manufacturing in India.

 As of October 2018, Honda Motors Company is planning to set up its third

factory in India for launching hybrid and electric vehicles with the cost of Rs
9,200 crore (US$ 1.31 billion), its largest investment in India so far.

 In November 2018, Mahindra Electric Mobility opened its electric technology

manufacturing hub in Bangalore with an investment of Rs 100 crore (US$
14.25 million) which will increase its annual manufacturing capacity to
25,000 units.

2.5 Government Initiatives

The Government of India encourages foreign investment in the automobile sector and
allows 100 per cent FDI under the automatic route.

Some of the recent initiatives taken by the Government of India are -

 Under Union Budget 2019-20, government announced to provide additional

income tax deduction of Rs 1.5 lakh (US$ 2,146) on the interest paid on the
loans taken to purchase EVs.

 The government aims to develop India as a global manufacturing centre and

an R&D hub.

 Under NATRiP, the Government of India is planning to set up R&D centres

at a total cost of US$ 388.5 million to enable the industry to be on par with
global standards.

 The Ministry of Heavy Industries, Government of India has shortlisted 11

cities in the country for introduction of electric vehicles (EVs) in their public
transport systems under the FAME (Faster Adoption and Manufacturing of
 (Hybrid) and Electric Vehicles in India) scheme. The government will also set
up incubation centre for start-ups working in electric vehicles space.

 In February 2019, the Government of India approved the FAME-II scheme

with a fund requirement of Rs 10,000 crore (US$ 1.39 billion) for FY20-22.

2.6 Achievements

Following are the achievements of the government in the past four years:

 On 29th July 2019, Inter-ministerial has sanctioned 5,645 electric buses for 65
cities.

 NATRIP’s proposal for “Grant-In-Aid for test facility infrastructure for

Electric Vehicle (EV) performance Certification from NATRIP
Implementation Society” under FAME Scheme which had been approved by
Project Implementation and Sanctioning Committee (PISC) on 3rd January
2019.

 Number of vehicles supported under FAME scheme increased from 5,197 in

June 2015 to 192,451 in March 2018. During 2017-18, 47,912 two-wheelers,
2,202 three-wheelers, 185 four-wheelers and 10 light commercial vehicles
were supported under FAME scheme.

 Under National Automotive Testing And R&D Infrastructure Project

(NATRIP), following testing and research centres have been established in
the country since 2015

o International Centre for Automotive Technology (ICAT), Manesar

o National Institute for Automotive Inspection, Maintenance & Training

(NIAIMT), Silchar

o National Automotive Testing Tracks (NATRAX), Indore

o Automotive Research Association of India (ARAI), Pune

o Global Automotive Research Centre (GARC), Chennai

  SAMARTH Udyog – Industry 4.0 centres: ‘Demo cum experience’ centres
are being set up in the country for promoting smart and advanced
manufacturing helping SMEs to implement Industry 4.0 (automation and data
exchange in manufacturing technology).

2.7 Road Ahead

The automobile industry is supported by various factors such as availability of skilled

labour at low cost, robust R&D centres and low cost steel production. The industry
also provides great opportunities for investment and direct and indirect employment
to skilled and unskilled labour.

Indian automotive industry (including component manufacturing) is expected to

reach Rs 16.16-18.18 trillion (US$ 251.4-282.8 billion) by 2026. Two-wheelers are
expected to grow 9 per cent in 2018.
 Company Profile
2.8 Background and Inception of the Company

Yamaha Motor made its initial foray into India in 1985 as a joint-venture. In August
2001, it became 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 India Yamaha Motor Private Limited (IYM).

IYM's manufacturing facilities comprise of 3 State-of-the-art Plants at Surajpur (Uttar

Pradesh), Faridabad (Haryana) and Kanchipuram (Tamil Nadu). The infrastructure at
these plants supports production of two-wheelers and parts for the domestic as well as
overseas markets.

IYM is highly customer-driven and has a country-wide network of over 2,200

customer touch-points including 500 dealers. Presently, its product portfolio includes
Sports models such as Blue-Core Technology enabled models such as Sports model
YZF-R15 version 3.0 (155 cc), FZS 250 CC, FZ 250 CC, MT-15 (Fuel-Injected
155cc), FZ-S FI (Fuel-Injected, 149 cc), FZ FI (Fuel-Injected, 149 cc), Fuel-injected
125cc Scooter Range of Ray-ZR Street Rally 125 Fi (125 cc), Ray-ZR 125 Fi (125
cc), Two Wheelers 125 Fi (125 cc), and the superbikes MT-09 (847 cc) and YZF-R1
(998 cc).

Yamaha Motor India Pvt. Ltd. (YMI) is a 100% subsidiary of YMC and functions
as the regional headquarters and corporate control body of India business operations
for YMC. YMI is responsible for Corporate Planning & Strategy, Business Planning
& Business Expansion and Quality & Compliance Assurance of Yamaha India
Business.

Yamaha Motor India Sales Pvt. Ltd. (YMIS) is a 100% subsidiary of YMC and
supports IYM to market and sell its motorcycles & scooters in domestic as well as
export markets.
Yamaha Motor Research & Development India Pvt. Ltd. (YMRI) is a 100%
subsidiary of YMC and has been established by YMC to provide R&D and Product
development services to IYM for its domestic as well as export markets. YMRI is the
fifth overseas R&D headquarters for Yamaha Motor Group following Italy, Taiwan,
China, and Thailand.

2.9 Corporate Philosophy

Creating kando with products and services that exceed your expectations

For over 50 years, Yamaha Motor group has endeavored to create diverse value
through products and services since its founding.

We have worked based on three ideas which constitute our “Corporate Philosophy”.
One is our “Corporate Mission”, that is our core identity, values, purpose and
visionary goals. The second is “Management Principles” - the guiding management
principles for achieving our corporate mission. The third is “Action Guidelines”, the
guidelines each individual should follow to realize our corporate mission.

Being the “Kando* creating company” is our goal to “offer new excitement and a
more fulfilling life for people all over the world”. We strive to use our ingenuity and
passion to realize peoples' dreams and always be the ones they look up to for “the
next Kando*.”

Corporate Philosophy
2.10 Corporate Mission

Kando Creating Company.Offering new excitement and a more fulfilling life for
people all over the world

Yamaha Motor strives to realize peoples' dreams with ingenuity and passion, and to
always be a company people look to for the next exciting product or concept that
provides exceptional value and deep satisfaction.

2.11 Management Principles

1. Creating value that surpasses customer expectationsTo continue to

produce value that moves people, we must remain keenly aware of the
customer's evolving needs.
We must strive to find success by always surpassing customer expectations
with safe, high-quality products and services.

2. Establishing a corporate environment that fosters self-esteemWe must

build a corporate culture that encourages enterprise and enhances corporate
vitality. The focus will be on nurturing the creativity and ability of our
employees, with an equitable system of evaluation and rewards.

3. Fulfilling social responsibilities globallyAs a good corporate citizen, we act

from a worldwide perspective and in accordance with global standards. We
must conduct our corporate activities with concern for the environment and
communities and fulfill our social responsibility with honesty and sincerity.
2.12 Corporate Time Lines

Corporate Timeline

1955- From Birth to a Period of

Growth 1955

 Yamaha Motor Co., Ltd. was founded with Genichi Kawakami as the first
President

 Nippon Gakki Hamana Factory established in Hamakita-cho (present

Hamamatsu city), Hamana-gun, Shizuoka Pref., and production of our first
product, the 125cc Yamaha motorcycle "YA-1" begins

 YA-1 wins 125cc class of the 3rd Mount Fuji Ascent Race

 YA-1 captures first three places at the 1st All Japan Autobike Endurance Road
Race (Asama Highlands Race) in the Ultralight (125cc) class

1956

 YA-1 wins 1st to 8th places (125cc class) and YC-1 wins 1st to 5th places
(250cc class) at 4th Mount Fuji Ascent Race

 Yamaha Motor Hamamatsu Research Institute founded and operations shifted

from the Nippon Gakki Hamamatsu Research Institute

1957

 YA Racer wins 1st, 2nd and 5th places (125cc class) and YD Racer wins 1st
to 3rd places (Light class) at 2nd All Japan Autobike Endurance Road Race
(Asama Highlands Race)

1958

 Took 6th place in first attempt at 8th Catalina Grand Prix in the U.S.
(Yamaha's international racing debut)
  Yamaha De Mexico S.A. de C.V. established with investment by Nippon
Gakki and local Mexican investors and begins sales of Yamaha Motor
products

 Yamaha "YA-2" becomes first motorcycle to win Japan's "Good Design

Award"

1959

 The first full-fledged sports motorcycle by a Japanese maker, "YDS1"

released, actor Yujiro Ishihara used as commercial endorser

 Kitagawa Motor Co., Ltd. joins Yamaha Motor group

 Yamaha Technological Research Institute established at Hamakita-cho

(present Hamamatsu city), Hamana-gun, Shizuoka Pref., for overall R&D for
Yamaha Motor group

 Completion of Tenryu test course in Hamakita-cho (present Hamamatsu city),

Hamana-gun, Shizuoka Pref.

1960- Striving for

Growth 1960

 Yamaha International Corporation (YIC) founded in U.S. as subsidiary of

Nippon Gakki and begins sales of Yamaha Motor products

 Showa Works Ltd. joins Yamaha Motor group

 First Yamaha outboard motor "P-7" released

 First Yamaha FRP boat "CAT-21" and "RUN-13" released and press
introduction held at Lake Ashino

1961

 New listing on First Section of Tokyo Stock Exchange (Capitalized at 800

million yen, 1.6 million shares)
  First appearance in road race World GP at Round 3, the France GP

 Took 6th place in World GP 250cc class at round 4, the Isle of Man TT Race
in Britain

 CAT-21 wins 1st Pacific 1,000 km Motorboat Marathon

1962

 Won Novice 250 and 350cc classes of 1st All Japan Road Race Championship

 Motorcycle development operations transferred from Yamaha Technological

Research Institute to YMC headquarters

1963

 Nationwide Yamaha Kai (authorized dealership organization) launched

 First meeting of overseas dealers held

 Pearl Yamaha founded in India as tie-up with local funding and starts
production and sales of mopeds

 Won first 250cc class race in road race World GP (Belgium GP)

 Won first 250cc class victory at the Daytona Grand Prix (U.S.)

1964

 Captures first manufacturer and rider titles in 250cc class of the road race
World GP

 Siam Yamaha Co., Ltd founded in Thailand

 Won 1st Japan Motocross GP in 251cc and above class

 Recognize by Japan's Ministry of Trade and Industry (MITI) for contribution

to exports (recognized again in '66 and'67)
1965

 Tie-up with Toyota Motor Co. to develop and manufacture Toyota 2000GT,
model displayed at the Tokyo Motor Show in Oct.

 First Yamaha FRP fishing boat "3rd Fuji Maru" built

1966

 Full export operations transferred from Nippon Gakki to YMC

 Yamaha-built Toyota 2000GT sets world records in 3 speed trials categories

and international records in 13 categories

 Technical assistance agreement signed with Kong Hsue Sheh to produce

motorcycles in Taiwan

1967

 Computer systems installed at YMC

1968

 Yamaha Motor Europe N.V. (YMENV) founded in the Netherlands

 First Yamaha snowmobile "SL350" exhibited at Chicago Trade Show

 First trail model "DT-1" released

 First Yamaha FRP utility boat models "W-16" and "W-18" released

1969

 Sanshin Industries joins Yamaha Motor group

 Product improvement activities program "IPC" start celebrated

 First Yamaha multipurpose engine model "MT100" released

 Yamaha Test Course opens in Fukuroi, Shizuoka Pref.

1970- Creation of Demand and New Business

1970
  First Yamaha motorcycle mounting a 4-stroke engine "XS1" released

 Yamaha Motor do Brasil Ltda. (YMDB) founded in Brazil

1971

 Won snowmobile manufacturer title at Eagle River World Championship

competition (U.S.)

 Haraban Motor Co. founded in Indonesia in tie-up with Haraban Co. and local
production of motorcycles begun in Indonesia

1972

 Headquarters moved to present location in Iwata City

 First win in Motocross World GP at Round 10, Swedish GP (250cc class)

 First win in Motocross WGP Round 11, Luxembourg GP (500cc class)

1973

 Yamaha Motor Canada Limited (YMCA) founded in Canada

 Signed joint venture agreement with Brunswick Co. (U.S.) and Brunswick
invests in Sanshin Industries

 Won first manufacturer and rider titles in 250cc class of the Motocross World
GP

 Yamaha wins 1st All Japan Trial Championship

 First Yamaha portable generator model "ET1250" released

 First Yamaha racing kart model "RC100" released

1974

 Hisao Koike appointed second YMC president

 Won manufacturer titles in all classes of road race World GP, 125cc, 250cc,
350cc, and 500cc
  PT. Yamaha Indonesia Motor Manufacturing (YIMM) founded in Indonesia
as motorcycle parts maker

 Manufacture and sales of FRP pools begun

 Membership type comprehensive recreation facility "Tsumagoi" opened in

Kakegawa City, Shizuoka Pref.

1975

 "C7 Campaign" launched with aim of reducing cost by 7%

 Sportsland SUGO opened in Shibata-gun, Miyagi Pref.

 Sportsland SUGO opened in Shibata-gun, Miyagi Pref.

 Wing of Yamaha wins 1st Single-handed Transpacific Yacht Race

1976

 First Yamaha industrial robot model, an "arc welding robot" released

 First Yamaha marine diesel "MD35" released

1977

 YMC-related divisions of Yamaha International Corporation separated to

found Yamaha Motor Corporation, U.S.A.

 Yamaha "DT100E" and "XS650E" are top models in the industry to clear the
U.S. 1978 emissions regulation

 The "soft bike" model "Passol" released

 Captures manufacturer and rider titles for the first time in 500cc class of the
Motocross World GP

1978

 R&D Minnesota opened in U.S. as Yamaha Motor's first overseas R&D center

 First Yamaha land car model "G1-AD" released

  First Yamaha snow-thrower model "YT665" released

1979

 Industrial robot "CAME" developed an introduced on YMC production lines

 Yamaha's first All Terrain Vehicle (ATV) model "YT125" released in the
USA

 XT500 wins 1st Paris-Dakar Rally

 Energy saving 4-stroke engine system Yamaha Induction Control System

(YICS) developed

 Sino-Japanese friendship "Guangzhou Yamaha Exhibition" held (China)

1980- Prosperity and Diversification

1980

 Computerized production management system Pan Yamaha Production

Management Control (PYMAC) implemented

 New YMUS headquarters completed in Cypress, Calif. (USA)

1981

 Sociedad Espanola de Motocicletas.S.A. (SEMSA) founded in Barcelona,

Spain

 Yamaha Guangzhou Service Center and Beijing Service Center opened in

China

1982

 Technical Center opened at YMC headquarters

 Motorcycle production and marketing tie-up with Motobecane (France)

 Business tie-up with Sweden's Ohlins in the racing and technical know-how
fields
1983

 Hideto Eguchi appointed third YMC president

 Start of companywide "New Yamaha" Program

 Yamaha Motor da Amazonia Ltda. (YMDA) founded in Brazil

 Technical assistance agreement made for 80cc motorcycle production with

China North Industries Group

 Yamaha Motor Australia Pty. Ltd. (YMA) founded

 Technical assistance agreement made for motorcycle production with Escorts

Ltd. in India

1984

 TPM Activities launched to improve product quality and production efficiency

 Signed contract to develop, produce and supply automobile engines to Ford

Motor (U.S.)

 Technical assistance contract signed with Italy's Motori Minarelli

1985

 Local production of 125cc motorcycles begins in China with technological

assistance to Zhongguo Hangkong Jishu Jinchuguo Gongsi

 Signed an integration of technology and trade contract with China National

Automotive Industry Import & Export Corporation for the sales of CBU
vehicles

 "Y.E.S.S." club started for Yamaha motorcycle fans in Japan

1986

 Yamaha Motor Manufacturing Corporation of America (YMMC) founded in

U.S.

 Yamaha Motor Taiwan Co., Ltd (YMT) founded in Taiwan

  France's MBK becomes part of the Yamaha Motor group

 Technical assistance contract for motorcycle technology signed with Italy's

Belgarda S.p.A and Motori Minarelli S.p.A. founded

 Opening ceremony held for YMC liaison office in Beijing

 First Yamaha personal watercraft (PWC) "MJ-500T" released

 Yamaha automobile racing engine "OX66" wins first race in Round 2, the All
Japan Suzuka Big 2+4 Race of the All Japan F2 Championship Series

1987

 First Yamaha-made surface mounter "21 Series" released

 First Yamaha gas heat pump (GHP) model "YGC401W" released

 Cosworth Yamaha OX77 wins first All Japan F3000 Championship race

 Limited production of 20 units of Yamaha's first commercial-use unmanned

helicopter "R-50" released

1988

 Companywide "Tomorrow Yamaha" program started

 Hamaoka test course opened in Omaezaki City, Shizuoka Pref.

 Cosworth Yamaha OX77 wins series title in All Japan F3000 Championship

1989

 YMC wins "PM Excellent Company Award"

 Machine mounting the Yamaha "OX88" racing engine competes in F1 for the
first time

 "YESS NICE RIDE" donation campaign for training guide dogs for the blind
launched

1990- Achieving both Kando and Environmental Friendliness

1990

 Corporate Mission; We Create Kando - Touching People's Hearts and long

term management vision announced

 Yamaha Motor Portugal S.A. (YMP) founded

 Yamaha constructed 1992 America's Cup challenge boat "Nippon"

 Yamaha snowmobile wins Harricana International Snowmobile Rally in

Canada

1991

 Established Environment Affairs Division

 Yamaha Motor France S.A. (YMF) founded

 Yamaha Motor de Mexico, S.A. de C.V. (YMMEX) founded

1992

 Chongqing-Jianshe Yamaha Motorcycle Co., Ltd. (CJYM) founded in China

 Yamaha Motor Austria GmbH (YMAG) founded

 Yamaha Motor Hungaria Kft. (YMH) founded

 Established CCS (Customer Community Satisfaction) Committee to begin

"Yamaha CCS Movement"

 Japan Marine Sports Promotion Foundation established

1993

 European distribution center begins operation in Holland

 Announcement of the Action Plan for Environmental Conservation

 Liaison office opened in Guangzhou, China

 Zhuzhou Nanfan Yamaha Motor Co., Ltd. (NYM) founded in China

  Sichuan Huachuan Yamaha Motor Parts Manufacturing Co., Ltd. (SHY)
founded in China

 Regionally limited release of the electrically power assisted bicycle "PAS"

1994

 Takehiko Hasegawa appointed as fourth YMC president

 "Yamaha" victorious in W60 class of the 6th Whitbread Round the World
Yacht Race

 Technical tie-up for technology, manufacture and selling of surface mounters

with Philips EMT of the Netherlands

 Yamaha Motor Taiwan Trading Co., Ltd. (YMTT) founded in Taiwan

 Chongqing Pingshan TK Carburetor Co., Ltd. (PTK) founded in China

 Jiangsu Linhai Yamaha Motor Co., Ltd. (LYM) founded in China

1995

 YMC received 1995 TPM Special Award

 "ACE Plant" waste incineration and recycling facility constructed and

operation started at YMC headquarters.

 Wheelchair electric power unit "JW-I" released, bringing Yamaha into the
health and welfare industry

 Urban commuter motorcycle "Majesty YP250" released

 Relief materials and relief brigade sent to help in the disaster relief and
recovery efforts following the Hanshin Awaji Earthquake

 Yamaha Motor Thailand founded

 Escorts Yamaha Motor Ltd. (EYML) established in India at conclusion of

first joint venture agreement between Escorts and YMC
 Yamaha Motor Components (Europe) s.r.l. (YMCE) founded in Italy
1996

 "Environment 2000 Plan" announced

 Yamaha is first domestic manufacturer to be awarded international ISO9002

certification for motorcycles, snowmobiles, ATVs

 PT. Yamaha Motor Parts Manufacturing Indonesia (YPMI) founded

 Yamaha Motor Argentina S.A. (YMARG) founded

1997

 Y's Gear Co., Ltd. Founded

 PT. Yamaha Motor Nuansa Indonesia (YMNI) founded

 Liaison office opened in Shanghai, China

1998

 Domestic sales companies united to form Yamaha Motor Marketing Japan

 Yamaha Communication Plaza established at YMC headquarters

 Yamaha Motor Vietnam Co., Ltd. (YMVN) founded

 Yamaha Motor Asia Pte. Ltd. (YMAP) founded in Singapore

 Yamaha Motor del Peru S.A. (YMDP) founded

1999

 Nine Yamaha Motor factory and office sites win ISO14001 certification

 2010 Environmental Action Plan "Eco Cite YAMAHA" announced

2000- Opening up Limitless Worlds of Potential

2000

 IM Division reorganized as in-house company "IM Company"

 Corporate ties with Toyota Motor Co. strengthened

  Yamaha Motor Asian Center Co., Ltd. (YMAC) founded in Thailand

2001

 Toru Hasegawa appointed as fifth YMC president

 Yamaha builds temporary pool "Suimu 21" for the main competition pool of
the 9th World Swimming Championships in Fukuoka, Japan

 Yamaha succeeds in the high-concentration mass culturing of the diatom

(microalgae) Chaetoceros

2002

 Announcement of new three-year plan "NEXT 50"

 New 4-region headquarters system initiated with newly established

headquarters for Asia and Japan added to the existing European and N.
American headquarters

 Limited regional release of the electric commuter motorcycle "Passol"

 Manufacture of 50cc scooters for the Japanese market shifted to YMT in

Taiwan

2003

 Marine Engine Division reorganized as in-house company "ME Company"

 Yamaha Motor Distribution Singapore Pte. Ltd. (YDS) founded

2004

 Start of "YAMAHA CCS 21 Campaign"

 Won MotoGP rider championship title

2005

 Takashi Kajikawa appointed as sixth YMC president

 New medium-term management plan "NEXT 50 - Phase II" announced

  Yamaha captures MotoGP triple crown by winning the rider, team and
manufacturer titles

 Sales company Yamaha Motor CIS (YMCIS) founded in Russia

 Life Science Laboratory opened in Fukuroi, Shizuoka, as research and

development center for YMC's bio-technology business

2006

 Motorcycle manufacturing factory Yamaha Motor Manufacturing West Java

(YMMWJ) founded in Indonesia

 Mass production of microalgae as a source for the high-potential health

additive Astaxanthin begun at factory in Fukuroi, Shizuoka

 Global Parts Center established in Fukuroi city, Japan and full operations
begun

 Compliance Promotion Committee established

2007

 Following the recommendation by the Compliance Promotion Committee,

governance structure is strengthened

 "CF Magnesium Diecasting Technology" introduced, and used for the first
time in commercial production of a motorcycle rear frame

 ASTIVO released as Yamaha's first health food product

 Commencement of manufacturing and sales of motorcycles at Yamaha Motor

Philippines, Inc (YMPH) in the Philippines

 Number of motorcycles produced in Indonesia plants reaches a cumulative

total of 10 million units
2008

 Long-term vision "Frontier 2020" established along with new medium-term

management plan as its Phase One

 Motorcycle manufacturing and marketing joint venture Yamaha Motor

Cambodia Co., Ltd. (YMKH) established in Cambodia

 Motorcycle manufacturing joint venture India Yamaha Motor Private Limited

(IYM) established in India with Mitsui & Co., Ltd.

 Global Training Center established in Indonesia

 Yamaha Riding Academy training facility for promoting motorcycle riding

safety opened in Thailand

 Yamaha wins MotoGP triple crown of manufacturer, team and rider

championships

2009

 Tsuneji Togami appointed as seventh Yamaha Motor Company president

 Along with revisions in business result projections, policies of returning to

profitability on a consolidated income basis in fiscal 2010 and achieving a
consolidated operating income margin of 5% in fiscal 2012 were announced

 Yamaha Marine Co., Ltd. merged into YMC

 Use of the new Y.C.A.T. automatic transmission on production mopeds

announced

 Yamaha wins MotoGP triple crown of maker, team and rider championship
titles for second year in a row

2010- Moving further with global operations and monozukuri reforms

2010

 Hiroyuki Yanagi appointed as eighth Yamaha Motor Company president

  Medium-term management plan with central pillars of structural reform and
growth strategies announced

 Electric commuter model "EC-03" released

 Withdrew from the Life Science business

 Yamaha won the MotoGP "triple crown" of manufacturer, team and rider
championship titles for third consecutive year

 Celebrated the 50th anniversary of Yamaha marine operations

2011

 Iwata South Factory engine assembly line integrated into Iwata Main
Factory's MC assembly line

 New Intelligent Machinery group company established to expand surface

mounter sales in Europe and the USA

 New land acquired near YMC headquaters for expansion of Intelligent

Machinery and Smart Power Vehicle bussiness operations

 Start of increased manufactuaring of Japanese boats to assist Great East Japan

Earthquake recovery efforts

 Collaboration with Toyota Motor Corp. for development of Communications-

Linked Next-generation Vehicles to create new mobility society of the future

2012

 Received government consent to construct new motorcycle factory in

southern India

 Established ASEAN Integrated Development Center to promote globalization

of engineering, manufacturing and marketing functions

 Began OEM supply of electrically power assisted bicycle drive units to

European market
  Established Design Center

 First meeting of Global Executive Committee held

 Company founder Genichi Kawakami inducted Japan Automotive Hall of

Fame

2013

 Yamaha Motor Research and Development India Pvt. Ltd.(YMRI) established

in India

 Cumulative Yamaha outboard motor production exceeds 10million units

 1st Global Suppliers Conference held

 New IM company Yamaha Motor IM(Suzhou) Co.,Ltd.(YIMS) established in

China

 Kikugawa Test Course completed in Kikugawa, Shizuoka Prefecture

2014

 Released first Leaning Multi Wheel (LMW) product, the TRICITY

 Cumulative automobile engine production surpasses 3 million units

 Completion and start of operations at new motorcycle factory in Argentina

 Development of "BLUE CORE" next-generation compact, high-performance

engines

2015

 Yamaha Motor Jubilo won its first All-Japan Rugby Football Championship

 Yamaha Motor Pakistan Private Ltd. (YMPK) began operations

 PT.Yamaha Motor R&D Indonesia (YMRID) began operations

 Yamaha Motor Ventures and Laboratory Silicon Valley Inc. (YMVSV)

established in the U.S.
  Yamaha Motor MIRAI Co.,Ltd. established in Japan

2016

 Cumulative production of Yamaha Performance Dampers surpasses 1 million

units

2017

 Yamaha Innovation Center established at Yamaha headquarters in Iwata

 New Hamamatsu IM Base established in Hamamatsu

 Secured 500th win in the Road Racing World Championship

 The CELL HANDLER is launched to provide solutions for the medical field

2018

 Yoshihiro Hidaka appointed as ninth Yamaha Motor Company president

2.13 Products

Yamaha Bikes

 FZS 25
 MT 15
 YZF R15 VER 3.0
 FZS-FI
 FZ-FI

Super Bikes

 YZF R1
 MT-09

Scooters

 RAYZR Street Rally 125 FI

 RAYZR 125 FI
  Two Wheelers 125 FI

2.14 Competitors

 Ducati Superbike
 Bajaj Auto Limited
 Kawasaki Heavy Industries Limited
 Hero Motor Corp (Hero Honda)
 Suzuki Motor Corporation
 TVS
 Harley Davidson
 Honda Motor Co
 Royal Enfield

2.15 Swot Analysis

Strengths

Wide Product range – Yamaha Motors product range includes motorcycles, scooters,
motorized bicycles, boats, sail boats, personal water craft, swimming pools, utility
boats, fishing boats, outboard motors, 4-wheel ATVs, recreational off-road vehicles,
go-kart engines, golf carts, multi-purpose engines, electrical generators, water pumps,
snowmobiles, small snow throwers, automobile engines, surface mounters, intelligent
machinery, industrial-use unmanned helicopters, electrical power units for
wheelchairs and helmets.

Excellent reputation – As per Forbes, Yamaha is the 69 highest regarded companies

in the world because of its excellent performance over time. It is ranked 658 with
regards to its overall sales across the world which touches #14 billion.

The sound – Yamaha motorcycles are absolutely loved for the engine ripping sound
they make when someone revs up the accelerator of a bike. In fact, It is a go to bike
for motorcycle lovers.
Rigid build – All products from Yamaha are expected to have a rigid build and have a
high quality. Yamaha has an excellent quality control team and R&D team to ensure
that the products sold out in the market match the performance levels expected of
these products.

Market leader in unique segments – Yamaha’s Snowmobile, water boats and engines
are considered as the world leaders and in such unique segments, Yamaha has a
standing equivalent to Honda motors though it may be behind in motorcycles.

Participation in sports – Yamaha has branded itself very well by having regular
participation in motorsports especially in motorcycle racing and car racing.

Star in the BCG Matrix – Yamaha may not have a high market share of the
worldwide automobile market but it is growing in a segment which has many
competitors and yet the potential of the segment is huge too. Thus, Yamaha is clearly
a star in the BCG matrix when considering the motorcycle industry.

Weaknesses

Marketing & Advertising – Because Yamaha is a star in the BCG Matrix, it needs to
have huge expenditure where Marketing and Advertising is concerned. However,
compared to other brands like Hyundai or Hero or others, Yamaha does not use
television as effectively though it is present in Top magazines and regularly found in
the newspaper. A lot more is expected from a brand like Yamaha in terms of
Advertising.

Distribution – Another problem which is faced especially in developing countries

where Yamaha is present is that the distribution is not up to mark. Even in India, the
distribution is quite low and does not match with other prominent motorcycle brands
like Honda, Bajaj, Hero or others.

Service – Because the distribution points are less, the service points are less as well.
Hence a customer thinks of the service convenience before buying this product and
might not purchase the bike itself. Therefore along with sales distribution, service
points distribution is also needed. This is probably the weakest point in the SWOT
analysis of Yamaha.

Sales is dropping – As per this graph by Statista, the sales of Yamaha is dropping year
on year and 2016 is the year when it has dropped the most.

Opportunities

Electric Bikes – Yamaha is already into Electric bikes and this is a product for the
future. As more and more people move onto electric cars, bikes will not be left far
behind and already the adoption has started in many regions. Regions which are
environmentally conscious have made electric bikes mandatory because of the low
carbon footprint.

Low tier segment motorcycles – Most of Yamaha’s products are positioned as

premium whereas Yamaha should be looking at the low tier as well as mid-tier
segments. Brands like Volkswagen in cars have proved that a single company can
cater to all segments even if it does the same with different brands. With the same
concept, Yamaha can concentrate on the low tier and mid-tier segment to have a huge
boost to its dropping sales.

Distribution – Having more distribution point and service points are required by the
brand. It is a weakness which Yamaha has and covering that weakness can mean an
opportunity for the brand.

Expansion – Expansion in International territories and developing markets can help

the brand in boosting sales. This expansion will not be limited to motorcycles but it
can be applied to its engines and all the other products in the arsenal of Yamaha.

Brand driver products – Like Pulsar in Bajaj or Splendor and Passion in Honda,
Yamaha needs products which are the drivers for its brand. A single product or 2
products which are the main products advertised by the brand and which can
penetrate the market yet build brand equity, such products need to be marketed by
Yamaha.
Rising Disposable income & Emerging markets – Yamaha needs to especially target
nations where the GDP is rising and there is more and more disposable income. Such
markets will always first prefer bikes and then will move on to cars. Yamaha needs to
cover these regions to increase overall sales.

Threats

Lack of Advertising – As we can see that Yamaha sales are dropping which is due to
a lack of advertising and the proper positioning for the brand. Yamaha’s brand recall
is quite lesser than its other competitors and this has affected the brand equity, the
recall and the overall sales of the brand.

Competition – The competition in this segment is huge. There are national players in
most countries which have captured a large market share and to counter the
competition, Yamaha needs either price penetration or excellent marketing. But at all
times, the competition effects both – the topline and the bottomline of the company.

Indirect competition – Although all families have one motorcycle, it is observed that
scooters and slowly yet steadily replacing motorcycles. At the same time, many
families have directly purchased cars instead of purchasing a single motorcycle. This
indirect competition rising in demand is also a reason for the dropping sales of
Yamaha and it is a threat to the brand
 Chapter – 3
Conceptual Frame Work
3.1 Introduction
3.2 Purpose
3.3 Meaning Of Customer Satisfaction
3.4 Definition of customer satisfaction
3.5 Importance of Customer Satisfaction
Conceptual Frame Work
3.1 Introduction

Customer is the king; this is all the more apt for today's business environment where,
all other factors remaining more or less constant, it is the value addition to the
customer that is making all the difference.

Today’s companies are facing their toughest competition ever. These companies can
outdo their competition if they can move from product and sales philosophy to a
marketing philosophy. We spell out in detail how companies can go about winning
customers and outperforming competitors. The answer lies in doing a better job of
meeting and satisfying customers’ needs. Only customer-centered companies are
adept at building customers, not just building product. They are skilled in market
engineering, not just product engineering.

Too many companies think that it is the marketing/sales department’s job to procure
customers. If that department cannot, the company draws the conclusion that its
marketing people aren’t very good . but in fact, marketing is only one factor in
attracting and keeping customers. The best marketing department in the world cannot
spell products that are poorly made or fail to meet anyone’s need. The marketing
department can be effective only in companies whose various departments and
employees have designed and implemented a competitively superior customer value-
delivery system.

Although the customer oriented firms seek to create high customer satisfaction, its
main goal is to maximize customer satisfaction ,first the company can increase
customer satisfaction by lowering its prices, but results may be lower profits second
the company might be able to increase prices. Third the company has many stake-
holders including employees, dealers, suppliers and stock holders spending more to
increase customer satisfaction might divert funds from increasing the satisfaction of
other partner. Estimate the company must operate on the philosophy that it is trying
to deliver a high level of satisfaction to the other stake-holder within the constrains of
its
resources. From the past studies of last three decades we observed that the company’s
first task is to create and satisfy customers. But today’s customers face a vast array of
product and brand choice prices and suppliers.

It is generally believed that customers estimate which offer will deliver the most
value customers are like value maximizes, within the bounds of search costs and
limited knowledge, mobility income, they form an expectation of value and act on it,
whether or not the offer lives up to the value expectations affects customer’s
satisfaction and their repurchase probability.

Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyer expectation. In general satisfaction are a person’s feelings
of pleasure or disappointment resulting from comparing a products
perceived performance relation to his/her expectations. If the performance falls short
of expectation, the customer is dissatisfied. If the performance matches the
expectation customer is satisfied. If the performance exceeds the expectation the
customer is highly satisfied.

Customer satisfaction cannot be very difficult. After all you either satisfied with the
services you receive or you are not. If you don’t you are not. If it is that easy, then
obtaining people's opinion about how satisfied they are with relatively
straightforward matter- or is it? Customer satisfaction is a marketing tool and a
definite value-added benefit. It is often perceived by customers as important as the
primary product or service your organisation offers.

It looks at what is involved from 3 different angles, the first is from the view of an
organisation wishing to understand, and measures, how satisfied its customer are with
the products and services they receive from it. The second is from the perspective of
a research agency that has been asked to obtain feedback from customers and about
their experiences when dealing with companies. Finally it considers the issue from
the perspective of consumers who participate in surveys, including both business
customers and members of general public
Customer satisfaction, a term frequently used in marketing, is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."

It is seen as a key performance indicator within business and is often part of a

Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers’ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both free and highly
effective.

Therefore, it is essential for businesses to effectively manage customer satisfaction.

To be able do this, firms need reliable and representive measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their product or

service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying. For
this reason, a luxury resort, for example, might receive a lower satisfaction rating
than a budget motel even though its facilities and service would be deemed superior
in “absolute” terms.

The importance of customer satisfaction diminishes when a firm has increased

bargaining power. For example, cell phone plan providers, such as AT&T and
Verizon, participate in an industry that is an oligopoly, where only a few suppliers of
a certain product or service exist. As such, many cell phone plan contracts have a lot
of fine print with provisions that they would never get away if there were, say, a
hundred cell phone plan providers, because customer satisfaction would be way too
low, and customers would easily have the option of leaving for a better contract offer.

There is a substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms.

3.2 Purpose

A business ideally is continually seeking feedback to improve customer satisfaction.

Customer satisfaction provides a leading indicator of consumer purchase intentions

and loyalty. Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:

1. Within organizations, the collection, analysis and dissemination of these data

send a message about the importance of tending to customers and ensuring
that they have a positive experience with the company’s goods and services

2. Although sales or market share can indicate how well a firm is performing
currently, satisfaction is an indicator of how likely it is that the firm’s
customers will make further purchases in the future. Much research has
focused on the relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfaction are most strongly
realized
 at the extremes. On a five-point scale, individuals who rate their satisfaction
level as “5” are likely to become return customers and might even evangelize
for the firm. (A second important metric related to satisfaction is willingness
to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends."
When a customer is satisfied with a product, he or she might recommend it to
friends, relatives and colleagues. This can be a powerful marketing
advantage.) Individuals who rate their satisfaction level as “1,” by contrast,
are unlikely to return. Further, they can hurt the firm by making negative
comments about it to prospective customers. Willingness to recommend is a
key metric relating to customer satisfaction.

3.3 Meaning Of Customer Satisfaction

Customer satisfaction is a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a
key performance indicator within business and part of the four prospective of
balanced score card.

IN a competitive market place were businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a
key element of business strategy customer satisfaction drives successful private sector
business. High performing businesses have developed principles and strategies for
achieving customer satisfaction. This paper presents a framework or set of ideas for
using customer satisfaction principles and strategies to improve the quality
responsiveness, and possibility of public sector privately provided services in
vulnerable communities. The framework suggested that resident who live in tough
neighborhoods can be supported through customer satisfaction strategies to become
empowered individuals who informed perspectives influence decisions about what,
how, when, and where services are available to them. Customer satisfaction is the
customers’ response to the evaluation of the perceived discrepancy between prior
expectation and the actual performance of the product as perceived after its
consumption

The concept of customer satisfaction has attracted much attention in recent years.
Organizations that try to analyze this concept should begin with an understanding of
various customer satisfaction models. Such models clarify various theories about
customer satisfaction, making research and analysis in this topic more focused and
less wasteful of research resources.

According to the Department of Marketing at Washington University, there is no

single definition of consumer satisfaction. However, all the definitions in the
literature and from consumers describe consumer satisfaction as a reasoned or
emotional response to a product, service or consumer experience at a particular time.

According to BNET, customer satisfaction is "the degree to which customer

expectations of a product or service are met or exceeded." Each person has their own
set of expectations, so customer satisfaction is unique to the individual.

3.4 Definition of customer satisfaction

According to Philip Kotler. “Satisfaction is a person’s feelings of pressure or

disappointment resulting from product’s perceived performance (outcome) in relation
to his or her expectations. Customer satisfaction is the level of a person’s felt state
resulting from comparing a product’s perceived performance (outcome) in relation to
the person’s expectations”.

This satisfaction level is a function of difference between perceived performance and

expectations. If the product’s performance, exceed expectation the customer highly
satisfied or delighted. If the performance matches the expectations the customer is
satisfied. If the products performance fall shorts of expectations the customer is
dissatisfied.
3.5 Importance of Customer Satisfaction

Companies regularly advertise in magazines, newspapers, television and on the radio

to connect with the public. While advertisements certainly help, word-of-mouth is
also a valuable tool. If a customer is satisfied with the company, she is more likely to
recommend the company to a friend. But if she is not, she will speak negatively and
could potentially hurt your business. The customer may not always be right, but the
customer does need to be content.

Surveys

Distribute surveys either online or in print to customers after the company has
finished the task that it was hired for so you can find out what worked and what
didn't. Customer feedback can be discussed the next time your company does an
evaluation.

Contact Features

Provide a "Contact Us" link or phone number so customers can talk to customer
service representatives to get their questions easily answered. Be careful with
automated systems. While some people don't mind touch-tone responses, others just
want to speak to a real person, so if your company uses automated system, record a
spot in the system so customers can speak freely and press pound after the tone.

Effects

Monitor how your company is doing with complaints on the Better Business Bureau
site. Other customers may check this out to see if there are outstanding complaints
and how your company handled them. If there are too many complaints, the customer
could be hesitant to work with your company.

Repeat Business

Return customers often come back because they enjoyed doing business with you or
were satisfied with the service they received the first time. It is rare for a customer to
pay for a service when the customer was dissatisfied the first time, unless the location
is so small that this company is the only one they can work with. Even then, you want
your customers to be satisfied so they won't spread the word to outside locations in
case your company adds new branch locations.

Return Calls

Respond to customer complaints and evaluate issues in a timely manner. If the

customer feels ignored, this gives him too much time to let his imagination run and
assume your company does not care. The company loses business if the customer
cancels the service because he doesn't want to wait on the company to respond if the
time frame is too long.

Word of Mouth

Encourage customers to tell a friend about the company. Providing take-home

paraphernalia like magnets, brochures, e-blasts and pens are ways for the company to
remember you. Even if you don't get the business at that moment, the customer using
a common product with your company name will keep it on her mind.

Sponsors

Sponsors pay attention to how satisfied your customers are because if they distribute
money to a company with a bad reputation, it makes them look bad as well. If the
customer is satisfied and the company can provide quotes and other proof from those
customers, sponsors may find the company more attractive.

Costs

Customers that are not happy with a product or a service can increase business costs
in many areas. For example, if a customer is not happy with a product, technical
support may be required, which increases business operation costs. The customer
may choose to return the product, which impacts warranty costs. The company may
also incur additional costs in shipping out a new product. This situation creates a
negative profit.
Free Marketing

When a customer is happy with a product or service, she will likely buy from the
business again. An added benefit is that the customer likes to share her good
experience with friends. Abildtrup states that the customer will tell an average of
eight people about her positive experience. This is word-of-mouth marketing and is
vital to a business, because it doesn't cost any advertising dollars but increases
business. On the flip side, a negative customer experience is shared by the customer
with approximately 22 other people.

Up Sales

When a customer is pleased with a transaction, he is open to other suggestions for a

product or service. Many times, a business can sell more to the same customer due to
loyalty and customer confidence in the business. This is called a cross-sell or an up-
sell. However, a poor customer experience eliminates the opportunity to make this
type of offer.
 Chapter – 4
Analysis of data and interpretation
 Tables
 Graphs
 Interpretations
 Analysis of data and interpretation
Introduction

Data interpretation is part of daily life for most people. Interpretation is the process of
making sense of numerical data that has been collected, analyzed, and presented.
People interpret data when they turn on the television and hear the news anchor
reporting on a poll, when they read advertisements claiming that one product is better
than another, or when they choose grocery store items that claim they are more
effective than other leading brands.

A common method of assessing numerical data is known as statistical analysis , and

the activity of analyzing and interpreting data in order to make predictions is known
as inferential statistics . Informed consumers recognize the importance of judging the
reasonableness of data interpretations and predictions by considering sources of bias
such as sampling procedures or misleading questions, margins of error , confidence
intervals , and incomplete interpretations
A Study on Customer Satisfaction towards Yamaha Two Wheelers with special
reference to Shivamogga City

Table No: 4.1

Table showing on the basis of Gender factor

Gender No of Respondents Percentage

Male 54 90
Female 6 10
Total 60 100%
Source: Primary Data
Graph No: 4.1

Female 10%

Male 90%

Interpretation
From the above table it shows that, 90% of the Respondents are Male and remaining
10% of the respondents are Female. Majority of the respondents are male.

Dept..of Commerce and Management PESIAMS, P a g e | 56

Shivamogga
 Table No: 4.2
Table shows on the basis of Respondent’s Marital Status
Marital Status No of Respondents Percentage
Married 29 48
Un married 31 52
Total 60 100%
Source: Primary Data
Graph No: 4.2

52
52
52
51
51
50
50
49 48
49
48
48
47
47

Married Un married

Interpretation
From the above table it shows that 48% of the respondents are married and 52 % of
the respondents are unmarried.
Majority of the are unmarried.
 Table No: 4.3
Table shows on the basis of Respondent’s Age Group
Age group No of Respondents Percentage
Below 30 32 53
Between 31-40 23 38
Above 41 5 8
Total 60 100%
Source: Primary Data
Graph No: 4.3

60 53

50
38
40

30

20
8
10

0
Below 30 Between 31-40 Above 41

Interpretation
From the above observation, it is clearly observed that 53% of the respondents
belongs to below 30 years, 38 % of the respondents belongs to between 31-40 years,
8% of the respondents belongs to above 41 years.
Majority of the respondents belongs to below 30 years.
 Table No: 4.4
Table shows on the basis of Respondent’s Educational Qualification
Educational Qualifications No of Respondents Percentage
S.S.L.C 8 15
PUC 9 18
Graduate 34 68
Post Graduate 9 18
Total 60 100
Source: Primary Data
Graph No: 4.4

68
70

60

50

40

30 16 18 18
20

10

0
S.S.L.C PUC Graduate Post Graduate

Interpretation
From the above observation, it is clearly observed that 15% the respondents
education qualification is SSLC, 18% the respondents education qualification is PUC,
68% the respondents education qualification is graduates and 18% the respondents
education qualification is post graduates.
 Table No: 4.5
Table shows on the basis of Respondent’s Occupation
Occupation No of Respondents Percentage
Professional 7 12
Business 14 23
Government services 10 17
Students 17 28
Other 12 20
Total 60 100%
Source: Primary Data
Graph No: 4.5

28
30
23
25
20
20 17

15 12

10

0
ProfessionalBusiness Government Students Other
services

Interpretation

From the above observation, it is clearly observed that 12% of the respondents are
professionals, 23% of the respondents are having business, 17% of the respondents
are government services, 28% of the respondents are students and 20% of the
respondents belongs to other occupation.

Majority of the respondents are students.

 Table No: 4.6
Table shows on the basis of Respondent’s Monthly Income
Monthly Income in(INR) No of Respondents Percentage
Less than Rs.10000 30 50
Rs. 10000- Rs 16000 14 23
Rs 16000- Rs 20000 8 14
Above Rs. 20000 8 12
Total 60 100%
Source: Primary Data
Graph No: 4.6

Above Rs.
20000
13%

Rs 160 00- Rs
20000
14%
Less than
Rs.10000 50%
Rs. 10000- Rs
160 00
23%

Interpretation
As per the above analysis it’s understood that, 50% of the respondents monthly
income group less Rs. 10,000 per month , 23% of the respondents monthly income
group 10000 to 16000, 14% of the respondents monthly income group 16000 to
20000 and 12% of the respondents monthly income group above 20000.
 Table No: 4.7
Table shows respondents are customer of Vijaya Motors Showroom
Particulars No of Respondents Percentage
Yes 58 97
No 2 3
Total 60 100%
Source: Primary Data
Graph No: 4.7

120

100 97

80

60

40

20

0
3

Yes No

Interpretation
The above table and graph states that 97% of the respondents are customer of TVS
and 3 % of the respondents are not customer of TVS.
Majority of the respondents are customer of TVS.
 Table No: 4.8
Table shows advertisement factor of Yamaha Two Wheelers which motivates
respondent
Particulars No of Respondents Percentage
Presentation skills 24 40
Attraction 29 48
Effectiveness 07 12
Total 60 100%
Source: Primary Data
Graph No: 4. 8

Effectiveness 12%

Presentation skills 40%

Attraction 48%

Interpretation
The above table and graph states that 48% of the respondents motivated by attraction
of Yamaha Two Wheelers, 40 % of the respondents motivated by presentation skills
of Yamaha Two Wheelers, 12% of the respondents motivated by informative of
Yamaha Two Wheelers
Majority of the respondents motivated by attraction of Yamaha Two Wheelers.
 Table No: 4.9

Table shows long have respondents Known Vijaya Motors Showroom

Particular No of Respondents Percentage
Less than 6 months 26 43
More than 6 months but less than 1
19 32
year
1-3 years 6 10
More than 3 Years 9 15
Total 60 100%
Source: Primary Data
Graph No: 4.9

50 43
45
40
35 32
30
25
20
15
15
10
5 10
0

Less than 6 monthsMore than 6 1-3 years More than 3 Years

months but less than 1 year

Interpretation
The above table and graphs states that, 43% of the respondents know Vijaya Motors
Showroom from less than 6 months, 32 % of the respondents know Vijaya Motors
Showroom from 6 months to 1 year , 10% of the respondents know Vijaya Motors
Showroom from 1-3 years and 15% of the respondents know Vijaya Motors
Showroom from more than 3 years.
 Table No: 4.10
Table shows How often respondent visit Vijaya Motors Showroom
Particulars No of Respondents Percentage
Once per Month 30 50
2 to 3 times per Year 14 23
Once per Year 10 17
More than once per Year 6 10
Total 60 100%
Source: Primary Data
Graph No: 4.10

Once per Month 2 to 3 times per Year

Once per Year More than once per Year

10%

17%
50%

23%

Interpretation
The above table and graph states that 50% of the respondents visit TVS show room
once in a month, 23 % of the respondents visit TVS show room 2 to 3 times in a year,
17% of the respondents visit TVS show room once in a year and 10% of the
respondents visit TVS show room more than once in a year.
Majority of the respondents visit TVS show room once in a month.
 Table No: 4.11

Table shows which media respondent like the most efficient for advertising
Yamaha Two Wheelers
Particular No of Respondents Percentage
Electronic 25 42
Print 19 32
Outdoor 06 10
Mail 03 5
Word of mouth 7 12
Total 60 100%
Source: Primary Data
Graph No: 4.11

42
45
40
35 32
30
25
20
15
10 10 12
5 5
0

Electronic Print Outdoor Mail Word of

mouth

Interpretation

The above table and graph states that 42% of the respondents like electronic media is
more effective, 32% of the respondents like print media is more effective, 10% of the
respondents like outdoor media is more effective and 12% of the respondents like
word of mouth is more effective.

Most of the respondents like electronic media is more effective.

 Table No: 4.12
Table shows happy with the kind of customer services have receive from the
company so far
Particular No of Respondents Percentage
Yes 54 90
No 06 10
Total 60 100%
Source: Primary Data
Graph No: 4.12

No 10%

Yes
90%

Interpretation
The above table and graph states that 90% of the respondents happy with the kind of
customer services receive from the company and 10 % of the respondents are not
happy with the kind of customer services receive from the company.
Majority of the respondents happy with the kind of customer services receive from
the company.
 Table No: 4.13
Table shows respondents opinion about pricing of the products in Yamaha Two
Wheelers
Particulars No of Respondents Percentage
Fairly priced 27 45
Over priced 25 42
Under priced 8 13
Total 60 100%
Source: Primary Data
Graph No: 4.13

Under priced 13%

Fairly priced 45%

Over priced
42%

Interpretation
The above table and graph states that , 45% of the respondents opines price of the
product is fairly priced , 42% of the respondents opines price of the product is
overpriced and 13% of the respondents opines price of the product is under priced.
 Table No: 4.14

Table shows Types of Offer respondent Prefer

Particulars No of Respondents Percentage
Buy one get one 11 18
Discount 26 43
Lottery 17 28
Gift hampers 06 10
Total 60 100%
Source: Primary Data
Graph No: 4.14

43
45
40
35
30 28

25 18
20
15
10
10
5
0

Buy one get Discount Lottery Gift hampers

one

Interpretation
The above table and graph states that, 18% of the respondents prefer Buy one get
one offer from Yamaha Two Wheelers, 43% of the respondents prefer Discount offer
from Yamaha Company , 28% of the respondents prefer lottery from Yamaha
Company, 10 % of the respondents prefer gift hampers offer from Yamaha Company.
 Table No: 4.15

Table shows factors made respondents to buy Yamaha Company Two Wheeler
Products
Particulars No of Respondents Percentage
Quality 27 45
Price 22 37
Purity 8 13
Others 3 5
Total 60 100%
Source: Primary Data
Graph No: 4.15

45
45
40 37
35
30
25
20
15
10
5 13
0
5

QualityPricePurityOthers

Interpretation
The above table and graph states that 45% of the respondents factor made to buy
Yamaha Company two wheeler products is quality, 37 % of the respondents factor
made to buy Yamaha Company two wheeler products is price, 13% of the
respondents factor made to buy Yamaha Company two wheeler products is purity and
5% of the respondents factor made to buy Yamaha Company two wheeler products is
other factors,
 Table No: 4.16

Table shows respondents rate the quality of the product or service

Particulars No of Respondents Percentage
Very high quality 19 32
Good quality 30 50
Neutral 6 10
Average quality 2 3
Bad quality 3 5
Total 60 100%
Source: Primary Data
Graph No: 4.16

Average qualityBad quality

3%5%
Neutral 10%

Very high
quality
32%

Good quality
50%

Interpretation
The above table and graph states that 32% of the respondents rated quality of the
product is very high, 50 % of the respondents rated quality of the product is good,
10% of the respondents rated quality of the product is neutral, 3% of the respondents
rated quality of the product is average and 5% of the respondents rated quality of the
product is bad.
 Table No: 4.17
Table shows respondent feel about the price of the Yamaha Company Two
Wheeler product
Particulars No of Respondents Percentage
Very economical 34 57
One of the cheapest 12 20
Very cheap 9 15
Expensive 1 2
Very expensive 4 7
Total 60 100%
Source: Primary Data
Graph No: 4.17

60 57

50

40

30
20
20 15

7
10
2

0
Very One of the Very cheap ExpensiveVery expensive
economical cheapest

Interpretation
The above table and graph states that 57% of the respondents feel the price of
Yamaha Company two wheeler is very economical, 20% of the respondents feel the
price of Yamaha Company two wheeler is one of the cheapest, 15% of the
respondents feel the price of Yamaha Company two wheeler is very cheap and 7% of
the respondents feel the price of TVS two wheeler is very expensive.
 Table No: 4.18
Table shows what extent respondent consider following features of Brand while
purchasing
Particular No of Respondents Percentage
Price 26 43
Quality 18 30
Design 9 15
Durability 1 2
Brand image 1 2
Others 5 8
Total 60 100%
Source: Primary Data
Graph No: 4.18

50 43
45
40
35
30 30
25
20
15
15
10
5 8
0
2 2

PriceQualityDesignDurability Brand imageOthers

Interpretation
The above table and graph states that 43% of the respondents consider price factors
while purchasing brand product, 30 % of the respondents consider quality factors
while purchasing brand product, 15% of the respondents consider design factors
while purchasing brand product and 2% of the respondents consider durability, brand
image and other factors while purchasing brand product
 Table No: 4.19

Table shows from Past how many years respondent know about Yamaha Two
Wheelers Bike
Particular No of Respondents Percentage
One Year 27 45
Two years 23 38
Three years 5 8
Don’t know Exactly 5 8
Total 60 100%
Source: Primary Data
Graph No: 4.19

Don’t know Exactly 8

Three years 8

Two years 38

One Year 45

0 10 20 30 40 50

Interpretation
The above table and graph states that 45% of the respondents know about Yamaha
Two Wheelers bike from one year, 38 % of the respondents know about Yamaha
Two Wheelers bike from two year, 8% of the respondents know about Yamaha Two
Wheelers bike from three years.
Majority of the respondents know about Yamaha Two Wheelers bike from one year.
 Table No: 4.20

Table shows Yamaha Two Wheelers Bike appearance is attractive in order to

grab the attention of consumers
Particulars No of Respondents Percentage
Very attractive 32 53
Attractive 23 38
No much attractive 5 8
Total 60 100%
Source: Primary Data
Graph No: 4.20

60 53

50
38
40

30

20
8
10

0
Very attractive Attractive No much attractive

Interpretation
The above table and graph states 53% of the respondents opines Yamaha Two
Wheelers bike is very attractive , 38 % of the respondents opines Yamaha Two
Wheelers bike is attractive and 8% of the respondents opines Yamaha Two Wheelers
bike is not much attractive.
Majority of the respondents opines Yamaha Two Wheelers bike is very attractive.
 Table No: 4.21

Table shows least attractive feature of the Yamaha Two Wheelers Bike
Particular No of Respondents Percentage
Design 18 30
Technology 35 58
Handling 3 5
Price of the Vehicle 4 7
Total 60 100%
Source: Primary Data
Graph No: 4.21

58
60

50

40
30
30

20
5 7
10

0
Design Technology Handling Price of the
Vehicle

Interpretation

From the above table and graph it is clear , 30% of the respondents opines Yamaha
Two Wheelers bike is having least design feature , 58% of the respondents opines
Yamaha Two Wheelers bike is having least technology, 5% of the respondents opines
Yamaha Two Wheelers bike is having least handling feature and 7% of the
respondents opines Yamaha Two Wheelers bike is having least price of the vehicle.
 Table No: 4.22
Table shows made respondents to buy Yamaha Two Wheelers Bike
Particulars No of Respondents Percentage
Brand Image 30 50
Product Quality 28 37
Best Price 14 23
Attractive Package 4 5
Total 60 100%
Source: Primary Data
Graph No: 4.22

Attractive
Package
5%
Best Price
18%
Brand Image
40%

Product Quality
37%

Interpretation
The above table and graph states 50% of the respondents purchased Yamaha Two
Wheelers bike for its brand image, 37 % of the respondents purchased Yamaha Two
Wheelers bike for its product quality, 23% of the respondents purchased Yamaha
Two Wheelers bike for its best price and 5% of the respondents purchased Yamaha
Two Wheelers bike for its attractive package.
 Table No: 4.23
Table shows promotional scheme will attract respondents to purchase Yamaha
Two Wheelers Bike
Particulars No of Respondents Percentage
Cash Discount 27 45
Exchange Bonus 25 42
Festival offer 8 13
Other Offer 0 0
Total 60 100%
Source: Primary Data
Graph No: 4.23

45
42
45
40
35
30
25
20
15
10 13
5
0
0

Cash Discount Exchange Festival offer Other Offer

Bonus

Interpretation
The above table and graph states that , 45% of the respondents are attracted by cash
discount promotional scheme, 42 % of the respondents are attracted by exchange
bonus promotional scheme and 13% of the respondents are attracted by festival offer
promotional scheme.
Most of the respondents are attracted by cash discount promotional scheme of TVS.
 Table No: 4.24
Table shows rating Yamaha Two Wheelers Bike with similar products in the
market
Particulars No of Respondents Percentage
This is the best 23 39
This is one of the best 22 37
It is at par with others 8 13
There are better ones in the market 2 3
This is the worst 5 8
Total 60 100%
Source: Primary Data
Graph No: 4.24

There are This is the

better ones in the market 3% worst
8%

It is at par with
others
13% This is the best
39%

This is one of
the best
37%

Interpretation
The above table and graph states that , 39% of the respondents opines Yamaha Two
Wheelers bike is the best compare to similar products in the market, 37 % of the
respondents opines Yamaha Two Wheelers bike is one of the best compare to similar
products in the market, 13% of the respondents opines Yamaha Two Wheelers bike is
the par with other compare to similar products in the market.
A Study on Customer Satisfaction towards Yamaha Two Wheelers with
special reference to Shivamogga City

Chapter – 5
Findings, suggestions and conclusion
5.1 Findings
5.2 Suggestions
5.3 Conclusion

Dept..of Commerce and Management PESIAMS, P a g e | 80

Shivamogga
 Findings, suggestions and conclusion
5.1 Findings

 Majority of the Respondents are Male

 Majority of the respondents are unmarried.
 53% of the respondents belongs to below 30 years
 Most of the respondents education qualification is graduates
 28% of the respondents are students
 50% of the respondents monthly income group less Rs. 10,000 per month
 Majority of the respondents are customer of Yamaha
 Most of the respondents motivated by attraction of Yamaha,
 Most of the respondents know Vijaya Motors Showroom from less than 6
months
 Majority of the respondents visit Yamaha show room once in a month
 42% of the respondents like electronic media is more effective,
 Most of the respondents happy with the kind of customer services receive
from the company
 45% of the respondents opines price of the product is fairly priced
 43% of the respondents prefer Discount offer from Yamaha
 45% of the respondents factor made to buy Yamaha two wheeler products is
quality
 Majority of the respondents rated quality of the product is good
 57% of the respondents feel the price of Yamaha two wheeler is very
economical,
 43% of the respondents consider price factors while purchasing brand product,
 45% of the respondents know about Yamaha Two Wheelers bike from one
year,
 Most of the respondents opines Yamaha Two Wheelers bike is very attractive
 58% of the respondents opines Yamaha Two Wheelers bike is having least
technology
 50% of the respondents purchased Yamaha Two Wheelers bike for its brand
image,
 Most of the respondents are attracted by cash discount promotional scheme
 Most of the respondents opines Yamaha Two Wheelers bike is the best
compare to similar products in the market
5.2 Suggestions
 The price of Yamaha Two Wheelers Bike is very high when compared to
competition. .
 The dealer is also required to provide discount on cash purchase.
 The company tries to give certain offers to the dealer so as improve his
efficiency in the selling the Yamaha Two Wheelers Bike products which
other company also give to their dealer.
 As television as the common media for advertising frequent advertisement
must be shown in local city cable.
 The company should provide the warranty for some parts like clutch plates
mark.
 The dealer is promotional strategy should provide test rides in colleges and
after some special gifts like diaries pens, bags etc.
 The dealer is required to maintain all colors of Yamaha Two Wheelers Bike
Sport at all time & it is available to customer at right him.
 Give more advertisement in Shivamogga City.
 To come with different color of the bikes with new modes.
 Yamaha Two Wheelers Bike Company should take of resale value of bike.
Resale value is high compare to other bikes.
 All spares, accessories should be available at the service stations on proper
time.
 To improve the design for wheels for a better road with and safety driving.
5.3 Conclusion

Shivamogga although a growing city, is dwelled by middle and higher-class people in

majority. Thus the market for Two -wheeler has never been a dearth here. But of all
the varieties of vehicles available here but most of customer preferred only bikes.

Customers in this area need to change into their lifestyle. This has fostered the entry
of new variety of bikes available nationwide to flourish in this market. This has
enhanced the competition in bike market but Yamaha company with stood this
competition by rating in the market share to be highest by launching new Yamaha
Two Wheelers Bike in Indian Market.

The results of the survey conducted showed that customers are eager to purchase a
Yamaha Two Wheelers Bikes. So the buying behavior of customers that most of the
customers purchase a bikes based on Mileage followed by price and maintenance of
bike. Finally I would conclude that Yamaha Two Wheelers Bike is more eye
catching. More refined and more User friendly. It is whole lot of enjoyable to drive
than anything else in the compact Bike category.

Questionnaire
Respected Sir /
Madam,

I am Akshay m v student of final year BBA in PESIAMS, Shivamogga as a part of my

academic study I have undertaken a project report on “ A Study on customer
satisfaction towards yamaha two wheelers with special reference to Shivamogga
city”, I request you to fill the following questions and do the needful. The information
provided by you will be used strictly for academic purposes.

Thanking you,
Yours sincerely,
Name :
Address :
1. Gender
i) Male [ ]
ii) Female [ ]
2. Marital status:
i) Married [ ]
ii) Unmarried [ ]
3. Age:
i) Below 30 Years [ ]
ii) Between 31- 40 Years [ ]
iii) Above 41Years [ ]
4. Educational qualification
i) SSLC [ ]
ii) PUC [ ]
iii) Graduate [ ]
iv) Post Graduate [ ]

5. Occupation
 i) Professionals [ ]
ii) Businessman [ ]
iii) Govt Employee [ ]
iv) Student [ ]
v) Others [ ]
6. Monthly income
i) Less than 10000 [ ]
ii) 10000-15000 [ ]
iii) 15000-20000 [ ]
iv) Above 20000 [ ]
7. Are you a Customer of Vijaya Motors Showroom?
i) Yes [ ]
ii) No [ ]
8. Which advertisement factor of TV motivates you most?
i) Presentation Skills [ ]
ii) Attraction [ ]
iii) Effectiveness [ ]
9. How long have you Known Vijaya Motors Showroom?
i) Less than 6 months [ ]
ii) More than 6 months but less than 1 year [ ]
iii) 1-3 years [ ]
iv) More than 3 Years [ ]
10. How often do you Visit Vijaya Motors Showroom?
i) Once per Month [ ]
ii) 2 to 3 times per Year [ ]
iii) Once per Year [ ]
iv) More than once per Year [ ]

11. Which Media do you like is the most efficient for advertising Yamaha
Company?
 i) Electronic [ ]
ii) Print [ ]
iii) Outdoor [ ]
iv) Mail [ ]
v) Word of mouth [ ]
12. Are you happy with the kind of customer services you have receive from the
company so far?
i) Yes [ ]
ii) No [ ]
13. What do you have to say about the Product Prices in Yamaha Two Wheelers?

i) Fair Price [ ]
ii) Over priced products [ ]
14. iii) Under priced [ ]
What types of offer do you prefer
i) Buy one Get one [ ]
ii) Discount [ ]
iii) Lottery [ ]
iv) Giftfactors
15. What Hampers [ ] Company Two Wheeler Products ?
made you to buy Yamaha
i) Quality [ ]
ii) Price [ ]
iii) Purity [ ]
iv) Others [ ]
16. How do you rate the quality of the product or service?
i) Very high quality [ ]
ii) Good quality [ ]
iii) Neutral [ ]
iv) Average quality [ ]
v) Bad quality [ ]
17. What do you feel about the price of the Yamaha Company Two Wheeler
product?
i) Very economical [ ]
ii) One of the cheapest [ ]
iii) Very cheap [ ]
iv) Expensive [ ]
v) Very expensive [ ]
18. How do you rate this product with similar products in the market?
i) This is the best [ ]
ii) This is one of the best [ ]
iii) It is at par with others [ ]
iv) There are better ones in the market [ ]
v) This is the worst [ ]
19. Up to what extent do you consider following features of Brand while
purchasing?
i) Price [ ]
ii) Quality [ ]
iii) Design [ ]
iv) Durability [ ]
v) Brand image [ ]
vi) Others [ ]
20. From Past how many years did you know about Yamaha Two Wheelers?
i) One Year [ ]
ii) Two years [ ]
iii) Three years [ ]
iv) Don’t know Exactly [ ]
21. Do you think the Yamaha Two Wheelers appearance is attractive in order to
grab the attention of consumers?
i) Very attractive [ ]
ii) Attractive [ ]
iii) No much attractive [ ]
22. What is the least attractive feature of the Yamaha Two Wheelers?
i) Design [ ]
ii) Technology [ ]
iii) Handling [ ]
iv) Price of the Vehicle [ ]
v) Others (Please specify) ______ __________________________
23. What made you to buy Yamaha Two Wheelers?
i) Brand Image [ ]
ii) Product Quality [ ]
iii) Best Price [ ]
iv) Attractive Package [ ]
24. Which promotional scheme will attract you to purchase Yamaha Two
Wheelers?
i) Cash Discount [ ]
ii) Exchange Bonus [ ]
iii) Festival offer [ ]
iv) Other Offer [ ]
25. How do you rate this Yamaha Two Wheelers with similar products in the
market?
i) This is the best [ ]
ii) This is one of the best [ ]
iii) It is at par with others [ ]
iv) There are better ones in the market [ ]
v) This is the worst [ ]
 Bibliography
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