Ambadi project

“A STUDY ON CUSTOMER SATISFACTION LEVEL AND PREFERENCES TOWARDS YAMAHA MOTOR BIKES WITH

REFERENCE TO PALAKKAD”

Project report submitted in partial fulfilment for the requirement for the award of the Degree of Bachelor of

Business Administration with CA

by

AMBADI VISHNU.M.E.13BBA106

Under the Guidance ofMs. S. Chitralekha

Assistant Professor, Department of BBA CA

Department of Business Administration with CASri Krishna Arts and Science College

Coimbatore 641 008

March 2016

Sri Krishna Arts and Science College

Re-accredited by NAAC with ‘A’ grade

An ISO 9001:2008 Certified Institution

Affiliated to Bharathiar University

Kuniamuthur, Coimbatore -641008

CERTIFICATE

This is to certify that the Project work entitled “A STUDY ON CUSTOMER SATISFACTION LEVEL AND PREFERENCES TOWARDS YAMAHA MOTOR BIKES WITH REFERENCE TO PALAKKAD” in partial fulfilment of requirements for the degree of Bachelor of Business Administration with CA to Bharathiar University, Coimbatore, is a record of bonafide work carried out by AMBADI VISHNU.M.E.and that no part of this has been submitted for the award of any other degree or diploma and the work has not been published in popular journal or magazine.

GUIDE HOD

PRINCIPAL

Viva voce conducted on:

Place: Coimbatore

Date:

Internal Examiner External Examine

Sri Krishna Arts and Science College

Re-accredited by NAAC with ‘A’ grade

An ISO 9001:2008 Certified Institution

Affiliated to Bharathiar University

Kuniamuthur, Coimbatore - 641008

DECLARATION

I hereby declare that the Project work entitled “A STUDY ON CUSTOMER SATISFACTION LEVEL AND PREFERENCES TOWARDS YAMAHA MOTOR BIKES WITH REFERENCE TO PALAKKAD” submitted to Bharathiar University, Coimbatore, in partial fulfilment of the requirements for the award of degree of Bachelor of Business Administration with CA is an original work and it has not been previously formed the basis for the award of any Degree, Diploma, Associate ship, Fellowship or similar titles to any other university or body during the period of my study.

Place: Coimbatore

Date:

Signature of the Candidate

ACKNOWLEDGEMENT

First and foremost I thank the almighty for endowing his immense blessing that

helped in each step, towards the completion of the project.

I express my heartfelt thanks to our secretary Dr. K. Palaniappan, M.Sc., Ph.D. and

our Principal Dr. P. Baba Gnanakumar, M.Com, M.Phil, PGDCA, PGDFM., Ph.D

for providing me the facilities needed to complete this project.

I express my thanks to our HOD Mr.C. Julian GnanaDhas, and my guide, Ms. S.

Chitralekha, Assistant Professor, BBA CA for all their guidance and help in

completing this project.

Finally I express my thanks to my parents for their moral support in completing my

project work successfully.

LIST OF CONTENTS

S. NO. CHAPTER PAGE NO.

I Introduction 1

1.1 Introduction to the Study 1

1.2 Company Profile / Industry Profile 2

1.3 Statement of Problem 5

1.4 Need for the Study 6

1.5 Objectives of the Study 7

1.6 Scope of the Study 8

1.7 Limitations of the Study 9

II Literature Review 10

2.1 Theoretical Concepts 10

2.2 Review of Literature 12

III Research Methodology 14

3.1 Research Design 14

3.2 Sources of Data 14

3.3 Sample Design 14

3.3.1 Population 14

3.3.2 Sample Size 14

3.3.3 Sampling Method 15

3.4 Method of Data Collection 15

3.5 Tools for Analysis 16

IV Analysis and Presentation 17

V Findings and Suggestions 63

5.1 Findings 63

5.2 Suggestions 65

VI Conclusion 66

Bibliography 67

Appendix 68

LIST OF TABLES

TABLE NO TABLE NAME PAGE NO.

4.1.1 Gender 17

4.1.2 Age 19

4.1.3 Educational Qualification 21

4.1.4 Occupation 23

4.1.5 Marital status 25

4.1.6 Income 27

4.1.7 Area of residence 29

4.1.8 Number of Family 31

4.1.9 Buying Behaviour 33

4.1.10 Colour of Bike 35

4.1.11 Mode of Purchase 37

4.1.12 Opinion about Price of the Bike 39

4.1.13 Previous owned bike before brought Yamaha Bike 41

4.1.14 How long have been using Yamaha bike 43

4.1.15 Daily distance covered in Yamaha Bike 45

4.1.16 Mileage of the Bike 47

4.1.17 Maintenance Problem 49

4.1.18 Availability of Spare Parts 51

4.1.19 Performance of Bike 53

4.1.20 Satisfaction Level of Maintenance Service 55

4.1.21

Deliver the bike on Scheduled Time after

Maintenance Service 57

4.1.22 Trouble encountered on the bike after the service 59

4.2 Weighted average 61

LIST OF CHARTS

CHART NO CHART NAME PAGE NO

4.1.1 Gender 18

4.1.2 Age 20

4.1.3 Educational Qualification 22

4.1.4 Occupation 24

4.1.5 Marital status 26

4.1.6 Income 28

4.1.7 Area of residence 30

4.1.8 Number of Family 32

4.1.9 Buying Behaviour 34

4.1.10 Colour of Bike 36

4.1.11 Mode of Purchase 38

4.1.12 Opinion about Price of the Bike 40

4.1.13Previous owned bike before brought Yamaha

Bike42

4.1.14 How long have been using Yamaha bike 44

4.1.15 Daily distance covered in Yamaha Bike 46

4.1.16 Mileage of the Bike 48

4.1.17 Maintenance Problem 50

4.1.18 Availability of Spare Parts 52

4.1.19 Performance of Bike 54

4.1.20 Satisfaction Level of Maintenance Service 56

4.1.21 Deliver the bike on Scheduled Time after

Maintenance Service

58

4.1.22 Trouble encountered on the bike after the service 60

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CHAPTERI

INTRODUCTION TO THE STUDY

1.1 Introduction to the Study

India is one of the largest manufacturers and producers of two-wheelers in the world.

India stands next to Japan and China in terms of the number of two-wheelers

produced and domestic sales respectively. This difference was achieved due to many

reasons like restrictive policy followed by the Government of India towards the

passenger car industry, growing demand for personal transport, ineffectiveness in the

public transportation system etc. The Indian two-wheeler industry made a minute

establishment in the early 50s when Automobile Products of India (API) started

manufacturing scooters in the country. In the last few years, the Indian two wheelers

industry has been spectacular growth the country stands next to china and Japan in

terms of production and sales respectively. Majority of Indians especially the

youngster prefer motorbikes rather than cars. Capturing a large share in the two

wheelers industry, bikes and scooters cover major segment. Bikes are large variety of

two wheelers that are available in the market, known for the most recent technology

and improved mileage Indian bikes, mopeds stand for style and class for everyone in

India.

Department of BBA CA 1

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1.2 Industry Profile

ABOUT YAMAHA MOTOR BIKE INDIA PVT. LTD.

Yamaha made its initial foray into India in 1985. In August 2001, Yamaha Motor

India 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

the company "India Yamaha Motor Private Limited (IYM)". IYM's manufacturing

facilities comprise of 2 State-of-the-art Plants at Surajpur (Uttar Pradesh) and

Faridabad (Haryana). The infrastructure at both the plants supports production of

motorcycles and parts for the domestic as well as overseas markets.

With a strong workforce of more than 2,300 employees, IYM is highly customer-

driven and has a countrywide network of over 1200 customer touch-points including

400 dealers. Presently, its product portfolio includes YZF-R3 (321cc), YZF-R15

Version 2.0 (149.8cc), YZF-R15s (149cc), Fazer-FI (149cc), FZS-FI (149 cc), FZ

(153cc), FZ-FI (149 cc), SZ - RR Version 2.0 (149 cc), Saluto (125cc) and Scooters

Ray Z (113cc), Alpha (113cc) and Fascino(113cc). Its import portfolio includes

VMAX (1,679cc), YZF-R1M (998 cc), YZF-R1 (998cc), MT-09 (847cc).

The other Yamaha Motor Group Companies in India include:

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. YMIS is

established by YMC to provide Sales & Marketing services to IYM. Headquartered in

Chennai, YMIS 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. YMRI is established by YMC to provide R&D and Product

development services to IYM. Headquartered in Surajpur, Gautam Budh Nagar

(U.P.), YMRI is engaged in developing new products for IYM for its domestic as well


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as export markets. YMRI is the fifth overseas R&D headquarters for Yamaha Motor

Group following Italy, Taiwan, China, and Thailand.

VISION

We will establish YAMAHA as the "exclusive & trusted brand" of customers by

"creating Kando" (touching their hearts) - the first time and every time with world

class products & services delivered by people having "passion for customers".

MISSION

We are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of

YAMAHA products, focusing on serving our customer where we can build long term

relationships by raising their lifestyle through performance excellence, proactive

design & innovative technology. Our innovative solutions will always exceed the

changing needs of our customers and provide value added vehicles.

Build the Winning Team with capabilities for success, thriving in a climate for action

and delivering results. Our employees are the most valuable assets and we intend to

develop them to achieve international level of professionalism with progressive career

development. As a good corporate citizen, we will conduct our business ethically and

socially in a responsible manner with concerns for the environment.

Grow through continuously innovating our business processes for creating value and

knowledge across our customers thereby earning the loyalty of our partners &

increasing our stakeholder value.

CORE COMPETENCIES

Customer #1

We put customers first in everything we do. We take decisions keeping the customer

in mind.


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Challenging Spirit

We strive for excellence in everything we do and in the quality of goods & services

we provide. We work hard to achieve what we commit & achieve results faster than

our competitors and we never give up.

Team-work

We work cohesively with our colleagues as a multi-cultural team built on trust,

respect, understanding & mutual co-operation. Everyone's contribution is equally

important for our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We actively

listen to others and participate in healthy & frank discussions to achieve the

organization's goals


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1.3 Statement of the problem

Yamaha Motor Bikes are the one of the leading bikes in India. When the Indian

customers look into the price, style, and performance of the bike are well satisfied, but

the major dissatisfaction against the Yamaha motor bike is mileage. Now a days

Yamaha Motor Company is trying to increase the mileage on their bikes.


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1.4 Need for the Study

Most marketers see the goal of marketing as those of maximizing not consumption

but customer satisfaction and preferences every company exist because they produce

goods or services as required by the customer. So it is very important that these which

the company produces should satisfy the needs of customers. for example :-

To understand the satisfaction level and preferences of customers

To understand the customer requirements in service and products

To understand the behavior of customers towards Yamaha motor bikes.


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1.5 Objectives of the Study

Primary Objective

To know the customer satisfaction level and preferences towards Yamaha

products and services

Secondary Objectives

To find out the problems faced by the customers with products and

services.

To make the Yamaha company to know about the problems faced by their

customers.

To find out the future of Yamaha motors bikes


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1.6 Scope of the Study

The study will allow knowing the opinions, views, perceptions,

attitudes, suggestions of the customers for the Yamaha motor bikes.

From the company point of view it gets the feedback and suggestions

from the customers and thus can implement different sales and

promotion activities.

From the student point of view it helps me to understand how many are

aware of the brand and to know about the industry.


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1.7 Limitation of the Study

There was limited time in which this project has to be completed.

Therefore it was a major limitation of the study.

Dynamic nature of the environment, what is true and relevant today

may not be true and relevant tomorrow.

All the findings and observations made in this study based on

respondent’s answers. The response may due to personal factors.


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CHAPTER II

LITERATURE REVIEW

2.1 Theoretical Concepts

2.1.1 Customer satisfaction

Customer satisfaction is a term frequently used in marketing. While it's often

abbreviated as CSAT, it is more correct to abbreviate it as CSAT. It 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. In a survey of nearly 200

senior marketing managers, 71 percent responded that they found a customer

satisfaction metric very useful in managing and monitoring their businesses.

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 representative 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


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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, 100 cell phone plan providers, because customer satisfaction would

be far too low, and customers would easily have the option of leaving for a better

contract offer.

2.1.2 Consumer choice (preference)

The theory of consumer choice is the branch of microeconomics that

relates preferences to consumption expenditures and to consumer demand curves. It

analyzes how consumers maximize the desirability of their consumption as measured

by their preferences subject to limitations on their expenditures, by

maximizing utility subject to a consumer budget constraint.

Consumption is separated from production, logically, because two different economic

agents are involved. In the first case consumption is by the primary individual; in the

second case, a producer might make something that he would not consume himself.

Therefore, different motivations and abilities are involved. The models that make up

consumer theory are used to represent prospectively observable demand patterns for

an individual buyer on the hypothesis of constrained optimization. Prominent

variables used to explain the rate at which the good is purchased (demanded) are the

price per unit of that good, prices of related goods, and wealth of the consumer.

The law of demand states that the rate of consumption falls as the price of the good

rises, even when the consumer is monetarily compensated for the effect of the higher

price; this is called the substitution effect. As the price of a good rises, consumers will

substitute away from that good, choosing more of other alternatives. If no

compensation for the price rise occurs, as is usual, then the decline in overall

purchasing power due to the price rise leads, for most goods, to a further decline in

the quantity demanded; this is called the income effect.


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2.2 Review of Literature

Review of literature is essential for every researcher to carry on the

investigation successfully. Through review of literature will expose the researcher to

previous research conducted, their area of study etc, which in turn would help to

decide upon the area not studied upon and that which will concentrate on.

Mr. VikasSinghal (2006) : In his study of automobile Industry sector

he has mentioned that the two-wheeler segment has recorded significant change in the

past 4-5 years. The market for motorcycles is growing and its sale rose by 27 percent

annually during the last four years. He pointed out that while the market for

motorcycles is growing that for mopeds and geared scooters is shrinking. This change

in the taste of the consumers is possibly due to the technological change. Also most of

the manufacturers like Hero Honda, Bajaj and TVS had reduced the prices of their

entry level motorcycles in order to capture a bigger share of the market.

Mr. SubhadipRoy(2006) SR Mohnot (2002): In his study of two

and three wheelers he out from the standpoint of means of personal transportation.

The two-wheeler has become an expression of the owners' personality. The (customer

in making his choice does evaluate the product in terms of utility, fuel economy,

reliability, maintenance, affordability, performance, good after-sales service at

reasonable cost, availability of spare parts at :economical prices, looks, safety and

comfort and ease of riding for driving. Total sales of two-'wheeler in first eight

months of 200 1-02 had increased to 2.70 million units from 1.33 million units in the

corresponding period of the preceding year.

Siddhartha and S Mukherjee (2002): The Study reveals. That, the

two-wheelers in India are used for variety of work such as visiting people, carrying

loads, outdoor jobs like selling and buying. In rural areas it helps people to travel

more frequently to nearby towns to their daily needs. The two-wheeler has become a

valuable support for increasing productivity and in turn the profit, besides helping as a

personal mode of transportation.

M.Sathish : His research paper is aimed to determine the customer’s

perception towards the YAMAHA motorbikes. The study has been conducted in


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Burdwan, a district town of West Bengal, India. In total 100 respondents filled the

questionnaire. The respondents were distributed on the, basis of their age and income

group. The degree of satisfaction of the customers for Yamaha motor bike has been

measured on the basis of scale (excellent, good, average, moderate, low, very poor

etc.). Results reveal that consumers are very satisfied after using the product. Further

results show that there is a significant relation between the brand name and the

preference of customers. Hence, it has been recommended that the company should

focus on fuel economy, servicing cost of the bike inside the show room and spare

parts prices of the bike.

R. Nair Suja (2000) the success of the firm will be determined by

how effective it has been in meeting the diverse us some needs and wants by

treating each customer as unique and offering products and services to suit his/her

needs.

Dr.N.Chandrasekaran investigated the wants of the customer

are carefully studied by conducting surveys on consumer behavior. The study also

helps to know various marketing variables such as price and product features. This

study will help gain knowledge about the influence of consumer to prefer a

particular brand and the problems faced by them using such brands.

Dr.S.K.Sinha & Ajay Wagh examined that India is one of the

fastest growing telecommunication markets of the twenty first century. The

common man, artisans, agricultural labors, vendors and workers from every walk

of life are comfortably using the services provided by telecom industries. The

potential of capturing market segment will surely depend upon understanding

dynamics of customer’s preference.

According to Lewis & Boom service quality is considered as

a measure of how well the service delivered matches customers’ expectations on

providing a better service than the customer expect organizational brand

promotional strategies should be based on developing innovative offers

&products, developing cost friendly value driven packages and tariffs, offering

quality services after sales service & ability to make calls without getting cut off

&also to provide cheaper cost of calls to other networks


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CHAPTER III

RESEARCH METHODOLOGY

3.1 Research Design

Descriptive research is followed in this research. The universe of the population

includes the respondents who are the customers of Yamaha motor bikes. The

samples (i.e. sample size 50) were selected among the customers of Yamaha

bikes, for this research. The samples were chosen from the population, by using

Convenience sampling technique (i.e. Non-probability sampling technique),

because the exact population size is unknown and the accessibility of the customer

is difficult. Survey method of data collection was used in this research. The

primary data were collected using structured questionnaire.

Research design:

In this study the Descriptive research is used for research design.

3.2Sources of Data:

Primary data: Questionnaire

Secondary data : Through Library and Internet


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3.3 Sample design:

A sample design covers all the aspects of sampling such as, a system of

collection, preparation of sampling frame, size of the sampling etc.

Here I used convenient sampling method, in which the respondents are

selected on my convenience. From the population a sample of 50

respondents was selected for the study.

3.3.1 Population:

Palakkad

3.3.2 Sample size:

The sample size is taken as 50 respondents.

3.3.2 Sampling method:

Convenience sampling technique (Non-Probability sampling)

3.4 Method of Data Collection

The method here in the study is used is survey method with the help of questionnaires.

These questionnaires are distributed to the 50 peoples those who are owned Yamaha

motor bikes.


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3.5 Tools for Analysis

The 3 different tools used in the study for analysis are as follows.

1. Simple Percentage Method.

Simple percentage method is the method to represent raw streams of data as a

percentage (a part in 100-percent) for better understanding of collected data.

Simple percentageanalysi= NUMBEROFRESPONDENTSTOTALNUMBEROFRESPONDENTS

x 100

2. Weighted average method.

The weighted average method is an inventory costing method that assigns

average cost to each piece of inventory when it is sold during the year.

Retailers and other businesses that keep and sell inventory must keep track of

the cost of inventory on hand as well as the cost of inventory that was sold.

Weighted average method= ∑i=1

n

wixi

∑i=1

n

wi


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CHAPTER IV

ANALYSIS AND PRESENTATION

4.1 Simple Percentage Method

4.1.1 Gender

Table No.: 4.1.1

GENDER

GENDER NO OF RESPONDENTS PERCENTAGE

MALE 43 86%

FEMLAE 7 14%

TOTAL 50 100%

Interpretation:

The above table shows that out of 50 respondents 86% of respondents are male and

14% are female.

Hence majority of respondents are males.


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Chart No.: 4.1.1

86%

14%

GENDERMALE FEMALE


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Table No.: 4.1.2

AGE

AGE NO OF RESPONDENTS PERCENTGE

18-22 13 26%

22-30 21 42%

30 8 16%

ABOVE 8 16%

TOTAL 50 100%

Interpretation:

The above table indicates that 26% of respondents comes between age group of 18-

22, 42% of respondents comes between the age group of 22-30, 16% of respondents

are 30 and 16% of respondents are above 30.


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Chart No.: 4.1.2

26%

42%

16%

16%

AGE OF RESPONDENTS18-22 22-30 30 ABOVE


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Table No.: 4.1.3

EDUCATIONAL QUALIFICATION

EDUCATIONAL QUALIFICATION

NO OF RESPONDENTS PERCENTAGE

SCHOOL 11 22%

GRADUATE 32 64%

POST GRADUATE 7 14%

TOTAL 50 100%

Interpretation:

Above table shows out of 50 respondents 22% of the respondents are high school

graduates, 64% are graduates and 14% are post graduates.


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Chart No.: 4.1.3

22%

64%

14%

EDUCATIONAL QUALIFICATIONSCHOOL GRADUATE POST GRADUATE


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Table No.: 4.1.4

OCCUPATION

OCCUPATION NO OF RESPONDENTS PERCETAGE

SALARIED 16 32%

SELF EMPLOYED 13 26%

PROFESSIONAL 4 8%

OTHERS 17 34%

TOTAL 50 100%

Interpretation:

Hence the above table show that only 8% of respondents have professional occupation

while 32% of respondents are salaried, 26% are self employed and majority of 34%

have other type of occupations.


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Chart No.: 4.1.4

48%

39%

12%

OCCUPATIONSALARIED SELF EMPLOYED PROFESSIONAL


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Table No.: 4.1.5

MARITAL STATUS

MARITAL STATUS NO OF RESPONDENTS PERCENTAGE

MARRIED 15 30%

UNMARRIED 35 70%

TOTAL 50 100%

Interpretation:

The above table shows that out of 50 respondents 30% are married while 70% are

unmarried

Hence the majority of respondents are unmarried


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Chart No.: 4.1.5

30%

70%

MARITAL STATUSMARRIED UNMARRIED


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Table No.: 4.1.6

INCOME

INCOME NO OF RESPONDENTS PERCENTAGE

10000-25000 19 38%

25000-50000 15 30%

50000-100000 9 18%

ABOVE 100000 7 14%

TOTAL 50 100%

Interpretation:

The above table shows that 38% of respondents have an income level between 10000-

25000,30% of respondents have an income between 25000-50000,18% of respondents

have income between 50000-100000 and 14% of respondents have income more than

100000.


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Chart No.: 4.1.6

38%

30%

18%

14%

INCOME10000-25000 25000-50000 50000-100000 ABOVE 100000


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Table No.: 4.1.7

AREA OF RESIDENCE

AREA OF RESIDENCE NO OF RESIDENCE PERCENTAGE

URBAN 36 72%

RURAL 9 18%

SEMI URBAN 5 10%

TOTAL 50 100%

Interpretation:

Out of 50 respondents 72% live in urban area,18% lives in rural are and 10% of

respondents lives in semi urban area


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Chart No.: 4.1.7

72%

18%

10%

AREA OF RESIDENCEURBAN RURAL SEMI URBAN


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Table No.: 4.1.8

NUMBER OF FAMILY

NO OF FAMILY NO OF RESPONDENTS PERCENTAGE

UPTO 3 11 22%

4-6 35 70%

ABOVE 6 4 8%

TOTAL 50 100%

Interpretation:

The table indicates that 22% of respondents lives in a fimily structure of 3

members,70% have a family structure of 4-6 members and 8% of respondents have a

family with more than 6 members.


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Chart No.: 4.1.8

22%

70%

8%

NO OF FAMILYUPTO 3 6-Apr ABOVE 6


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Table No.: 4.1.9

BUYING BEHAVIOUR

BUYING BEHAVIOUR NO OF RESPONDENTS PERCENTAGE

FUEL EFFICIENCY 14 28%

PRICE 10 20%

STATUS 8 16%

STYLE 18 36%

TOTAL 50 100%

Interpretation:

The above table shows that out of 50 respondents 28% respondents have purchased

Yamaha bikes because of its fuel effiency,20% have purchased because of price,16%

choose the bike because of its status and majority of 36% have purchased the bikes

because of its style.


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Chart No.: 4.1.9

28%

20%

16%

36%

BUYING BEHAVIOURFUEL EFFICIENCY PRICE STATUS STYLE


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Table No.: 4.1.10

COLOR OF BIKE

COLOR OF BIKE NO OF RESPONDENTS PERCENTAGE

BLACK 19 38%

RED 13 26%

WHITE 11 22%

SILVER 7 14%

TOTAL 50 100%

Interpretation:

Out of 50 respondents 38% respondents bikes color is black,26%respondents bikes

color is red,22% respondents bikes color is white,14% respondents bikes color is

silver.


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Chart No.: 4.1.10

38%

26%

22%

14%

COLOR OF BIKEBLACK RED WHITE SILVER


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Table No.: 4.1.11

MODE OF PURCHASE

MODE OF PURCHASE NO OF RESPONDENTS PERCENTAGE

CASH 33 66%

CREDIT 17 34%

TOTAL 50 100%

Interpretation:

The above table shows that 66% of respondents have purchased their bikes by paying

full cash while 34% have used to purchase the bike on loan.


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Chart No.:4.1.11

66%

34%

MODE OF PURCHASECASH CREDIT

Table No.: 4.1.12Department of BBA CA 38

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OPINION ABOUT PRICE OF THE BIKE

OPINION ON THE PRICE NO OF RESPONDENTS PERCENTAGE

VERY HIGH 12 24%

HIGH 17 34%

MODERATED 21 42%

LOW 0 0%

TOTAL 50 100%

Interpretation:

The table shows that 24% of respondents have very high opinion about the price of

the bike, 34% have high opinion, 42% have moderate opinion and there is no

respondents for low opinion.

Chart No.: 4.1.12


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24%

34%

42%

OPINION ON PRICE RANGE OF THE BIKEVERY HIGH HIGH MODERATED

Table No.: 4.1.13


SKASC 2016

PREVIOUS OWNED BIKE BEFORE BROUGHT THE YAMAHA BIKE

PREOWNED BIKES NO OF RESPONDENTS PERCENTAGE

YES 29 58%

NO 21 42%

TOTAL 50 100%

Interpretation:

The above table clearly shows that out of 50 respondents 58% have previously owned

bikes and 42% of respondents did not owned bikes in the past.

Chart No.:4.1.13


SKASC 2016

58%

42%

PREOWNED BIKESYES NO

Table No.: 4.1.14

HOW LONG HAVE BEEN USING YAMAHA BIKEDepartment of BBA CA 42

SKASC 2016

DURATION OF USING NO OF RESPONDENTS PERCENTAGE

BELOW 6 MONTH 10 20%

6 MONTH-1 YEAR 15 30%

ABOVE 1 YEAR 25 50%

TOTAL 50 100%

Interpretation:

50% of respondents have been using Yamaha bikes for a period of more than 1

year,30% of respondents are using Yamaha bikes between the range of 6months -1

year and only 20% of respondents are using Yamaha bikes below 6 months

Chart No.:4.1.14


SKASC 2016

20%

30%

50%

DURATION OF USING THE YAMAHA BIKEBELOW 6 MONTH 6 MONTH-1 YEAR ABOVE 1 YEAR

Table No.: 4.1.15


SKASC 2016

DAILY DISTANCE COVERED IN YAMAHA BIKE

DISTANCE COVERED DAILY


BELOW 25 8 16%

25-30 19 38%

50-70 15 30%

ABOVE 70 8 16%

TOTAL 50 100%

Interpretation:

The table indicates that out of 50 respondents 38% of respondents travel distance

between 25-30 km daily,30% of respondents travel between 50-70 km daily, and 16%

travel below 25km and 16% travel more than 70km a day.

Chart No.:4.1.15


SKASC 2016

16%

38%

30%

16%

DISTANCE COVERED DAILYBELOW 25 KM 25-30 KM 50-70 KM ABOVE 70 KM

Table No.: 4.1.16


SKASC 2016

MILEAGE OF THE BIKE

MILEAGE NO OF RESPONDENTS PERCENTAGE

BELOW 40KM/L 18 36%

40-60KM/L 20 40%

ABOVE 60KM/L 12 24%

TOTAL 50 100%

Interpretation:

Hence the above table shows that out of 50 respondents 40% of respondents are

getting a mileage of approximately 40-60km/l, 36% are getting mileage below 40km/l

and only 24% of respondents are getting mileage more than 60 km/l.

Chart No.: 4.1.16


SKASC 2016

36%

40%

24%

MILEAGE OF THE BIKEBELOW 40KM/L 40-60KM/L ABOVE 60KM/L

Table No.: 4.1.17


SKASC 2016

MAINTENANCE PROBLEM

MAINTENANCE PROBLEM NO OF RESPONDENTS PERCENTAGE

YES 18 36%

NO 32 64%

TOTAL 50 100%

Interpretation:

The table shows that out of 50 respondents 36% have encountered with maintenance

problems in the past while 64% didn’t encountered any type of maintenance

problems.

Chart No.: 4.1.17


SKASC 2016

36%

64%

MAINTENANCE PROBLEMYES NO

Table No.: 4.1.18


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AVAILABILITY OF SPARE PARTS

AVAILABILITY OF SPARE PARTS


AVAILABLE 31 62%

NOT AVAILABLE 19 38%

TOTAL 50 100%

Interpretation:

Out of 50 respondents 62% said that the spare parts for the bikes are easily available

and 38% said that the spare parts are not easily available.

Chart No.: 4.1.18


SKASC 2016

62%

38%

AVAILABILITY OF SPARE PARTSAVAILABLE NOT AVAILABLE

Table No.: 4.1.19


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PERFORMANCE OF BIKE

PERFORMANCE OF BIKE NO OF RESPONDENTS PERCENTAGE

HIGHLY SATISFIED 10 20%

SATISFIED 20 40%

NEUTRAL 14 28%

DISSATISFIED 2 4%

HIGHLY DISSATISFIED 4 8%

TOTAL 50 100%

Interpretation:

The table shows that 40% of respondents are satisfied with the performance of

Yamaha bikes,28% has neutral opinion,20%are highly satisfied,4% are dissatisfied,

and 8% of respondents are highly dissatisfied with the performance of their bikes.

Chart No.: 4.1.19


SKASC 2016

20%

40%

28%

4%8%

PERFORMANCE OF BIKEHIGHLY SATISFIED SATISFIED NEUTRALDISSATISFIED HIGHLY DISSATISFIED

Table No.: 4.1.20


SKASC 2016

SATISFACTION LEVEL OF MAINTENANCE SERVICE PROVIDED BY YAMAHA COMPANY

SATISFACTION LEVEL OF MAINTENANCE SERVICE


HIGHLY SATISFIED 10 20%

SATISFIED 29 58%

DISSATISFIED 9 18%

HIGHLY DISSATISFIED 2 4%

TOTAL 50 100%

Interpretation:

The above table indicates that 58% of respondents are satisfied with maintenance

service provided by Yamaha company,20% are highly satisfied,18% are dissatisfied

and 4% of respondents are highly dissatisfied with the service provide by the

company.

Chart No.: 4.1.20


SKASC 2016

20%

58%

18%

4%

SATISFACTION LEVEL OF MAINTENANCE SERVICE

HIGHLY SATISFIED SATISFIED DISSATISFIED HIGHLY DISSATISFIED

Table No.: 4.1.21


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DELIVER THE BIKE ON SCHEDULED TIME AFTER MAINTENANCE SERVICE

DELIVER ON SCHEDULED TIME AFTER

MAINTENANCE SERVICE


YES 30 60%

NO 20 40%

TOTAL 50 100%

Interpretation:

The table shows that out of 50 respondents 60% of respondents have got their bikes

on scheduled time after maintenance service while 48% of respondents didn’t receive

their bikes on scheduled time after maintenance service.

Chart No.: 4.1.21


SKASC 2016

60%

40%

DELIVER THE BIKE ON SCHEDULED TIME AFTER MAINTENANCE SERVICE

YES NO

Table No.: 4.1.22


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TROUBLE ENCOUNTERED AFTER THE MAINTENANCE SERVICE

TROUBLE ENCOUNTERED AFTER THE SERVICE


SOMETIMES 30 60%

ALWAYS 11 22%

NEVER 9 18%

TOTAL 50 100%

Interpretation:

The table show that 60% of respondents have encountered troubles sometimes in their

bikes after maintenance service, 22% of respondents have always encountered some

sort of troubles after maintenance service and 18% of respondents have never

encountered trouble after maintenance service.

Chart No.: 4.1.22


SKASC 2016

60%22%

18%

TROUBLE ENCOUNTERED ON THE BIKE AFTER THE SERVICE

SOMETIMES ALWAYS NEVER

WEIGHTED AVERAGE METHOD


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TABLE NO.4.2

Sl. No

Particulars Highly Satisfied

Satisfied Neutral Dissatisfied Highly Dissatisfied

Score

Weighted 5 4 3 2 11 Performance

of the bike10 20 14 2 4 3.6

2 Maintenance service is provided by the Yamaha motor company

10 29 - 9 2 3.72

1)Performance of the bike:

x=∑i=1

n

wixi

∑i=1

n

wi

x=10 x5+20 x 4+14 x 3+2 x2+4 x150

x=3.6


SKASC 2016

2) Maintenance service is provided by the Yamaha motor company:

x=∑i=1

n

wixi

∑i=1

n

wi

x=10 x5+29 x 4+9x 2+2x 150

x=3.72

Interpretation:

Out of 50 respondents a majority of 20 respondents are satisfied with the performance of the bike, 14 respondents have rated the performance of the bike as neutral, 10 respondents are highly satisfied, 4 respondents are highly dissatisfied and 2 respondents are dissatisfied. The score obtained by using weighted average method is 3.6.

Out of 50 respondents a majority of 29 respondents are satisfied with the maintenance service provided by the Yamaha Motor Company, 10 respondents are highly satisfied 9, respondents are dissatisfied and only 2 respondents are highly dissatisfied with the maintenance service provided by the Yamaha Motor Company. The score obtained by using weighted average method is 3.72.


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CHAPTER V

FINDINGS AND SUGGESSTIONS

5.1 Findings

5.1.1 Simple Percentage Method

It was found that in gender 86% of respondents are male.

The majority of 42% respondents are in the age group of 22-30.

62% of respondents are graduates.

The majority of 34% respondents have other types of occupations. 70% of respondents are unmarried.

38% of respondents have an income level between 10000- 25000.

Out of 50 respondents 72% live in urban area.

70% of respondents have a family structure of 4-6 members.

Majority of 36% respondents have purchased the bikes because of its style. Out of 50 respondents 38% respondents bikes color is black.

66% of respondents have purchased their bikes by paying full cash.

42% of respondents have an moderate opinion about the price of the bike.

Out of 50 respondents 58% have previously owned bikes before buying

Yamaha bikes.

The 50% of respondents have been using Yamaha bikes for a period of more

than 1 year.

Out of 50 respondents 38% of respondents travel distance between25-30 km

daily.

Out of 50 respondents 40% of respondents are getting a mileage of

approximately 40-60km/l.

64% of respondents are didn’t encountered any type of maintenance problems in their bikes.

Out of 50 respondents 62% said that the spare parts for the bikes are easily

available.

The 40% of respondents are satisfied with the performance of Yamaha bikes.

In 50 respondents the 58% of respondents are satisfied with maintenance

service provided by Yamaha service center.


SKASC 2016

In 50 respondents 60% of respondents have got their bikes on scheduled time

after maintenance service.

The 60% of respondents have encountered troubles sometimes in their bikes

after maintenance service.

5.1.2 Weighted Average Method

It is found that majority of 20 respondents are satisfied with the performance

of the bike.

It is found that majority of 29 respondents are satisfied with the maintenance

service provided by the Yamaha Motor Company.


SKASC 2016

5.2 Suggestions

Customers should be encouraged through arranging special meetings.

Most of the customers are dissatisfied in mileage.

Promotional activities should be improved like discounts, gifts, prizes etc.

As media impact is more, so company should go for more advertisements in

mass media and outdoor advertisements to promote their brand.

In time delivery (service) should be improved.

Improve the maintenance service is given.

Regular feedback should be improved.

Most of the customers report price is moderate the satisfactory level for the

product.


SKASC 2016

CHAPTER VI

CONCLUSION

Yamaha is one of the fast moving brand in India. The company is holding a good

market share which is the result of efforts made by the company management and the

executives.

From the survey we can conclude that:

Supply and quality factors are fetching to the movement of brand.

The company is having a good customer network and it is maintaining good

relations with them.

The price of Yamaha bikes is matching with the quality.

With the ideal promotional strategies and increasing the satisfactory level of

the customers the company can grow and become a market leader in the

future.


SKASC 2016

Bibliography

Books:

Research Methodology (Second Edition) -By C. R .KOTHARI

Magazine - Fasttrack

Marketing Research – M V Kulkarni

Marketing Management- Philip Kotler

News paper- Times of India(accent)

Website:

www.bikes.com

www.google.com

www.yamaha.com

Appendix


http://www.yamaha.com/

http://www.google.com/

http://www.bikes.com/

SKASC 2016

A study on customer satisfaction level and preferences towards Yamaha motor

bikes

1. Name:

2. Age:

o 18-22

o 22-30

o 30 and above

3. Educational Qualification

o school

o graduate

o post graduate

4. Occupation:

o salaried

o self employed

o professional

o student

5. Marital status:

o married

o unmarried


SKASC 2016

6. Income:

o 10000-25000

o 25000-50000

o 50000-100000

o above 100000

7. Area of residence:

o urban

o rural

o semi urban

8. No of family:

o up to3

o 4-6

o above 6

9. Why did you purchase Yamaha bike?

o fuel efficiency

o price

o status

o style


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10. Color of Yamaha bike you own?

o black

o red

o white

o silver

11. Mode of purchase?

o cash

o credit

12. Give your opinion on the price of the Yamaha bike?

o very high

o high

o moderate

o low

13. Did you own a two wheeler before you brought this vehicle?

o yes

o no

14. How long you have been using Yamaha bike?

o below 6month

o 6month-1year

o above1year


SKASC 2016

15. How many kilometers do you ride daily in your Yamaha bike?

o below25

o 25-30

o 50-70 d

o above

16. What is the mileage of your Yamaha bike?

o below 40kms/liters

o 40-60kms/liters

o above 60kms/liters

17. Do you have any maintenance problem?

o yes

o no

18. If yes specify the problem……………………………

19. Availability of spare parts of Yamaha bikes?

o available

o not available

20. Performance of your Yamaha bike?

o highly satisfied

o satisfied


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o neutral

o dissatisfied

o highly dissatisfied

21. What about the maintenance service is provided by the Yamaha company?

o highly satisfied

o satisfied

o dissatisfied

o highly dissatisfied

22. Is company able to deliver its bike on scheduled time after maintenance

service?

o yes

o no

23. Have you encountered any sort of trouble after vehicle has been serviced?

o sometimes

o always

o never

24. Maintenance service is provided by the Yamaha company is costly?

o yes

o no

25. Please give your comments/suggestions to improve services providing by the

Yamaha companyDepartment of BBA CA 72

SKASC 2016


Ambadi project

Marketing

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