CHAPTER - 1

INTRODUCTION
1.1 INTRODUCTION
MEANING
Customer satisfaction means taking complete care of customer by giving them
complete knowledge about the product and about all the feature of that particular product
Customer satisfaction is the end result of your interaction with the customer.
By giving the best customer service and making sure that the customer was given the best
resolution at the end of the call, then we can say that the customer is satisfied even if it's
not verbally said.
According to me customers are those who pay (salary). atisfaction is the key to
hold the customer for future business. Complete knowledge must be given! each and
every "uery must be clarified by the seller. #f a customer remembers you for future
business then we can say that customer is satisfied.
DEFINITION
According to $arold % %dmondson &Customer satisfaction' is defined as (the
number of customers, or percentage of total customers, whose reported e)perience with a
firm, its products, or its services (ratings) e)ceeds specified satisfaction goals.(.
Customer satisfaction is defined by whether the customer chooses to do business
with you or your company in the future. *any factors play a role in customer
satisfaction, including customer service, product "uality and the ease of doing business.
Companies must consider customer satisfaction as an important role in the lifetime value
of a customer.
Customer satisfaction, a term fre"uently used in marketing, is a measure of how
products and services supplied by a company meet or surpass customer e)pectation. #n a
survey of nearly +,, senior marketing managers, -. percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses.
#t is seen as a key performance indicator within business and is often part of a Balanced
corecard. #n 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.
SEVEN STEPS:
%ncourage face/to/face dealings.
0espond to messages promptly and keep yours clients informed.
Be friendly and approachable.
$ave a clearly/1efined customer service policy.
Attention to details.
Anticipate your client2s needs and go out of your way to help them out.
$onor your promise
MEANING OF CUSTOMER SERVICE
erving your customer with a smile on your face, even when things don2t go right.
DEFINITION OF CUSTOMER
A person, company or other entity which buys goods and services produced
by another person, company or other entity.
3ne who regularly or repeatedly makes purchases of a trader, a purchase a
buyer.
DEFINITION OF CUSTOMER SERVICE
According to 4ack peer &%)cellent customer service is the process by which your
organi5ation delivers its services or products is way that allows the customer to access
them in the most efficient, fair, cost effective and humanly satisfying and pleasurable
manner possible'.
Customer service is a common term we are familiar with which means one who
aids or provides helps to the purchase of goods and service.
Customer satisfaction
SIX COMPETITIVE ADVANTAGES TROUG CUSTOMER SATISFACTION:
6ew product innovation
3ne stops shopping
7ord or month
8oyalty in crises
$igher price
0epeat buying

Corporate performance
9rowth
:rofit
ADVANTAGE
Customer comments, suggestions and response about a company2s products,
business practices and customer service orientation are one of the biggest advantages of
customer feedback surveys. Critical input and answer can help a company to develop
better customer relation programs.
DISADVANTAGE
Customer feedback surveys and "uestionnaires can sometimes be too scientific
and methodical to capture to humane instincts and traits of consumer. 0igorous analysis
and interpret ion of feedback and answers provided by customers might not provide the
right kind insights that business not to better serve customer.
IMPORTANCE
ince sales are the most important goal of any commercial enterprise. #t become
necessary to satisfy customer for customer satisfaction it is necessary to establish and
maintain certain important characteristics like;
<uality
=air pri5es
%fficient delivery
9ood customer handling skills
erious consideration of consumer complaints
atisfaction is the feeling of pleasure or disappointment attained from comparing
a product perceived performance (outcome) in relation to his or her e)pectations. >he
customer is dissatisfied. #f the performance matches the e)pectation, the customer
satisfied. #f the performance e)ceeds e)pectations the customer is highly satisfied.
!ENEFITS
1.2 OBJECTIVE OF RESEARCH
>o tudy about ?amaha *otors.
>o tudy the Customer :reference towards ?amaha 0.@.
>o %valuate the atisfactory level of Customers towards ?amaha *otors with
special reference to ?amaha 0.@.
>o tudy about the factors influencing the selection of 0.@ bikes.
1.3 SCOPE OF THE STUDY
>he 0esearch was carried out to find the factors which influence Customer
atisfaction level to a ma)imum level.
>he study proAects that Customer atisfaction level change with the change in
various factors like evaluating and change during the delivery of vehicles and
after sale evaluation.
>he study mainly on ?amaha 0.@ bike with the comparison brought out which
shows the range of 0.@.
CHAPTER - 2
LITERATURE REVIEW
Customer satisfaction is defined as a result of a cognitive and affective evaluation, where
some comparison standard is compared to the actual perceived performance. #f the
perceived performance is less than e)pected, customers will be dissatisfied. 3n the other
hand, if the perceived performance e)ceeds e)pectations, customer will be satisfied.
Customer satisfaction is a critical issue in the success of any business system traditional
or online. #n a turbulent commerce environment, in order to sustain the growth and
market share, companies need to understand how to satisfy customers, since customer
satisfaction is critical for establishing long term client relationships (:aterson et al.,
.BB-). >o understand satisfaction, we need to have a clear understanding of what is meant
by customer satisfaction.
Cotler (+,,,) defined satisfaction as a person2s feeling of pleasure or disappointment
resulting from comparing a products2 perceived performance (or outcome) in relation to
his or her e)pectations. 7hen customers become satisfied about the value that is offered
and sometimes his or her e)pectation is met and e)ceeded, can generate many benefits
for a firm. :ositive word of mouth from e)isting and satisfied customers sometimes can
translate into more new customers to the firm. Also, satisfied current customers often buy
more products more fre"uently and are less likely to defect to competitors than are
dissatisfied customers. =irms that have high degree of customer satisfaction, also seem to
have the capacity to shield off competition particularly price competition.
According to 1rucker (.B@D), the principle purpose of a business is to create satisfied
customers. #ncreasing customer satisfaction has been found to lead to higher future
profitability (Anderson, =ornell, and 8ehmann .BBD), lower costs related to defective
goods and services (Anderson, =ornell, and 0ust .BB-), increased buyer willingness to
pay price premiums, provide referrals, and use more of the product (0eichheld .BBE!
Anderson and *ittal +,,,), and higher levels of customer retention and loyalty (=ornell
.BB+! Anderson and ullivan .BBF! Bolton .BBG). #ncreasing loyalty, in turn, has been
found to lead to increases in future revenue (=ornell .BB+! Anderson, =ornell, and
8ehmann .BBD) and reductions in the cost of future transactions (0eichheld .BBE!
rivastava, hervani, and =ahey .BBG). All of this empirical evidence suggests that
customer satisfaction is valuable from both a customer goodwill perspective and an
organi5ation2s financial perspective.
According to Cotler (+,,,) it is important to measure customer satisfaction regularly
through survey to determine customers2 level of satisfaction. $e said this is because firms
may think that they are getting a sense of customer satisfaction through customer
complaints. $owever, in reality, B@ percent of dissatisfied customers do not make any
complaint and they Aust leave. As a result it is important for firms to make it easy for the
customer to complain. About @D to -, percent dissatisfied customers who usually
complain, will continue to do business again with the organi5ation if their complaints are
taken care of and resolved.
CHAPTER - 3
INDUSTRY ANALYSIS
>he two/wheeler industry in #ndia has been in e)istence since .B@@. #t consists of
three segments
cooters
*otorcycles
*opeds
#ndian Automotive #ndustry consists of five segments,
Commercial vehicles
*ulti/utility vehicles and :assenger cars
>wo/wheelers
>hree/wheelers
>ractors
7ith @,G++,BEF units sold in the domestic market and D@F,@B. units e)ported
during the first nine months of the =?+,., (B*=?+,.,), the industry (e)cluding
tractors) marked a growth of .-H. >wo/wheelers sales have witnessed a spectacular
growth trend since mid nineties.
T"O#"EE$ER MAR%ET SI&E AND GRO"T
#n terms of volume D,E.F,DFE units of two/wheelers were sold in the country in
B*=?+,.. with +,@E,-E@ units e)ported. >he total two/wheeler sales of an #ndian
industry accounted for around --.@H of the total vehicles sold in the period mentioned.
>he increase in sales volume of this industry is proof of its high growth. #n .B-.,
sales were around ,.. million units per annum. But by .BBG, this figure had risen to F
million units per annum. imilarly, capacities of production have also increased from
about ,.+ million units of annual capacity in the seventies to more than D million units in
the last nineties.
DEMAND DRIVERS
>he 1emand for two/wheelers has been influenced by a number of tractors over
the past five years. >he 1emand 1rivers for the growth of two/wheeler industry are as
follows;
#nade"uate public transportation system, especially in the semi/urban and rural
areas.
#ncreased availability of cheap consumer financing in past F/D years.
#ncreasing availability of fuel/efficient and low/maintenance models.
#ncreasing urbani5ation which creates a need for personal transportation.
Changes in 1emographic profile.
1ifference between two/wheelers and passenger car prices, which makes two/
wheelers the entry/level vehicles.
teady increase in per capita income over the past five years.
#ncreasing number of models with different features to satisfy consumer needs.
TOP TEN P$A'ERS IN INDIAN AUTO MO!I$E SECTORS
*aruti u5uki #ndia
$ero *otors 8imited
>ata 9roup
BaAaA Auto 8imited
*ahindra 9roup
Ashok 8eyland
?amaha *otor #ndia
$yundai *otors #ndia 8imited
>oyota Cirloskar *otor :rivate 8imited
$onda *otor #ndia :rivate 8td.
CAPTER # (
RESEARC METODO$OG'
MEANING OF RESEARC
0esearch is composed of two syllables, a prefi) re and a verb search.
0e means again, anew, over again.
earch means to e)amine closely and carefully, to test and try, to probe.
>he two words form a noun to describe a careful and systematic study in some
field of knowledge, undertaken to establish facts or principles.
0esearch is an organi5ed and systematic way of finding answers to "uestions.
RESEARC DEFINITION
(0esearch is a process of steps used to collect and analy5e information to
increase our understanding of a topic or issue(. #t consists of three steps; :ose a "uestion,
collect data to answer the "uestion, and present an answer to the "uestion.
RESEARC PROCESS
Choosing the research problem
0eview of related literature
Collection of data
#nterpretation of data
:reparing the research report
METODS OF RESEARC
istorica) met*o+; to reconstruct the past obAectively and accurately, often in
relation to the tenability of a hypothesis.
Descri,ti-e met*o+; to describe systematically a situation or area of interest
factually and accurately.
De-e)o,menta) met*o+: to investigate patterns and se"uences of growth andIor
change as a function of time.
RESEARC METODO$OG'
:rocedures used in making systematic observations or otherwise obtaining data,
evidence, or information as part of a research proAect or study (6ote; 1o not confuse with
(0esearch 1esign,( which refers to the planning and organi5ation of such procedures).
3bAective and the purpose of the study
>o understand the customer satisfaction level of yamaha 0.@
=eatures and the benefits of the >wo/7heeler considered as important
factor of customer satisfaction.
>o know people perception towards 0.@available.
SIGNIFICANCE OF TE STUD'
Varia.)es un+er stu+/
1ependent variable ; customer satisfaction.
#ndependent variable ; price, after sales services.
DEFINITION OF RESEARC DESIGN
( A r es ear ch des i gn i s t he determination and statement of the general
research approach or strategy adoptedIor the particular proAect. #t is the heart of planning.
#f the design adheres to the research obAective, it will ensure that the client's needs will be
served.(
DESIGN
T/,es of Researc* Desi0n %)ploratory 0esearch 1esign
Source of Data / :rimary data ; urvey method
/ econdary data ; #nternet, *aga5ines, 6ews papers
Researc* E1ui,ment <uestionnaire
Sam,)in0 Tec*ni1ue 6on :robability >echni"ue J 0andom Convenience
sampling method
Sam,)e Si2e @, amples with + 1ealer services
Area of Researc* $osur and 1harmapuri
DESCRIPTIVE RESEARC
>his method is undertaken when the researcher is interested in knowing about the
characteristics of certain groups such as age, se), educational level, income, the
relationship between two or more variable.
>his method was the most suitable in my research work
DATA CO$$ECTION
>here may be different types of information and data, some of the information
may be unpublished, some is complete and some is incomplete, some is reliable data and
some is based, it is necessary for researcher to know the information which is usually
employed in marketing research work and the types of sources from which it is generally
collected. >he research problem decides the nature of the sources of data. >hey may be ,
:rimary data
econdary data
METODS OF DATA CO$$ECTION
34 PRIMAR' DATA
:rimary data is being collected during the course of asking "uestions by
performing surveys. :rimary data is obtained either through respondent, either through
"uestionnaire or through personal interview.
# have collected the data through both personal interview and "uestionnaire.
54 SECONDAR' DATA
econdary data are the data already available in the form of print material,
website, Aournals, etc! # have used some maga5ines, news papers, websites and course
materials for that purpose.
RESEARC TOO$
# have used the structured "uestionnaire in my research process which has
carefully designed keeping the entire obAective in mind.
SAMP$ING P$AN
>he process of collecting observation from the elements of a large population may
be e)pensive, time consuming and difficult. #t will be cheaper and "uicker to collect
information from a sample plan of the population.
A sample is a subset of population through a valid statistical procedure so that it
can be regarded as representative of the entire population. >he valid statistical procedure
of drawing sample from the population is called sampling. ampling plan consists of the
following elements;
SAMP$E UNITS
*y sample units were,
1ealers
Customer
:otential Customers
SAMP$E FRAME
>he entire list of sample unit is known as sample frame. #n this proAect my sample
frame was $osur and 1harmapuri town.
SAMP$E SI&E
#n this proAect being aware of time and cost constraints sample si5e was limited to
. dealer and @, customers.
SAMP$E METOD
#n my research # have used Convenient ampling.
CONTACT METOD
Contact method used in this proAect is personal interview. >he methods of
collecting information through personal interviews are usually carried out in a structured
way.
FIE$D SURVE'
# have started the survey for accuracy of data # picked my sampling unit from
some parts of the city and then went on to analysis and report making part.
CHAPTER - 5
DATA ANALYSIS
Ta.)e 3
A0e 6ise c)assification of t*e Res,on+ents
$EVE$ OPTIONS
NO4OF
RESPONDENTS
7 OF RESPONDENTS
38#59 : 39
59#5( 3: ;9
5(#;9 5: :9
;9 AND A!OVE : 39
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, @,H of the 0espondents are above the
age group +D/F,.
Ta.)e 5
Geo0ra,*ica) e<istence of t*e Res,on+ents
$EVE$ OPTIONS NO4OF RESPONDENTS 7 OF RESPONDENTS
RURA$ 5 (
UR!AN 3= ;8
SEMI#UR!AN ;9 89
TOTA$ :9 399
Inference
=rom the above table it is inferred that, E,H of the 0espondents are from
emi/urban regions, FEH were from urban and DH 0ural imilarly.
Ta.)e ;
C)assification of Res,on+ents .ase+ on a6areness a.out 'ama*a Motors an+ its
Pro+ucts4
OPTION
NO4OF
RESPONDENTS
7 OF RESPONDENTS
'ES (> ?(
NO ; 8
TOTA$ :9 399
Source: Primar/ Data4
Inference
=rom the above table it is inferred that, DEH of the 0espondents are aware
about ?amaha and its products while EH are unaware.
Ta.)e (
C)assification of t*e Res,on+ents .ase+ on t*e
%no6)e+0e to6ar+s 3:9cc s,orts .i@e
'ama*a R3:4
OPINION NO4OF RESPONDENTS 7 OF RESPONDENTS
'ES ;9 89
NO 59 (9
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, E,H of the 0espondents have
knowledge about #ndia2s first .@,cc sports bike ?amaha 0.@.
Ta.)e :
C)assification of CustomerAs c*oice
of ,reference to6ar+s .i@es4
OPTIONS
NO4OF
RESPONDENTS
7 OF RESPONDENTS
'AMAA 3: ;9
ONDA 33 55
!ABAB = 38
TVS 35 5(
SU&U%I ( =
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, F,H of the Customers choice are
towards ?amaha while ++H towards $onda, .EH BaAaA, +DH >K and GH u5uki
similarly.
Ta.)e 8
C)assification of t*e Res,on+ents .ase+ on t*e .etter c*oice of .i@e4
OPTIONS
NO4OF
RESPONDENTS
7 OF RESPONDENTS
'AMAA 39 59
ONDA 3( 5=
!ABAB = 38
TVS 35 5(
SU&U%I 8 35
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, +GH of the Customers choice of
consuming a better bike goes to $onda while +DH on >K and +,H on ?amaha.
Ta.)e >
Customers satisfaction )e-e) on 'ama*a4
OPTIONS
NO4OF
RESPONDENTS
7 OF RESPONDENTS
'ES (; =8
NO > 3(
TOTA$ :9 399
Source: Primar/ Data4
Inference
=rom the above table it is inferred that, GEH of the are satisfied with ?ahama.
Ta.)e =
C)assification of customers .ase+ on t*e ,reference to6ar+ 'ama*a .i@es4
OPTIONS
NO4OF
RESPONDENTS
7 OF RESPONDENTS
R3: 33 55
CRUX 59 (9
$I!ERO 5 (
F& = 38
FA&ER ? 3=
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, D,H of the Customers prefer Cru)
while only ..H of customers preferences are towards 0.@.
Ta.)e ?
C)assification of res,on+ents on t*e .asis of Preference to R3:4
OPINION
NO4OF
RESPONDENTS
7 OF
RESPONDENTS
'ES (9 =9
NO 39 59
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that,G,H of the 0espondents are saying 63,
so it clearly defines that, customers prefer 0.@ bikes.
Ta.)e 39
Factors inf)uencin0 t*e Res,on+ents in Preferrin0 'ama*a R3:4
OPINION
NO4OF
RESPONDENTS
7 OF RESPONDENTS
SPEED 5= :8
MI$EAGE 9 9
DESIGN 35 5(
MODE$ 39 59
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, @EH of the 0espondents prefer 0.@ on
basis of peed while +DH on basis of 1esign and +,H on *odel respectively.
Ta.)e 33
Res,on+entAs c*oice of .u/in0
OPINION
NO4OF
RESPONDENTS
7 OF RESPONDENTS
SPEED ;9 89
MI$EAGE 9 9
DESIGN 39 59
MODE$ = 38
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, E,H of the 0espondents are consuming
0.@ with peed as its special feature.
Ta.)e 35
O,inion of t*e Customers .ase+ on factors t*at inf)uence in se)ection of R3:4
OPINION
NO4OF
RESPONDENTS
7 OF
RESPONDENTS
SPORTS !I%E 5; (8
TOP SPEED 3= ;8
ATTRACTIVE
$OO%
? 3=
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, DEH of the 0espondents select 0.@ on
basis of ports bike while FEH touches with >op speed and .GH on Attractive look
similarly.
Ta.)e 3;
O,inion of t*e Customers .ase+ on t*e satisfaction )e-e) to6ar+s R3:4
OPINION NO4OF RESPONDENTS 7 OF RESPONDENTS
IG$'
SATISFIED
> 3(
SATISFIED ;3 85
AVERAGE 39 59
DISSATISFIED 5 (
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, E+H of the 0espondents are satisfied
with their 0.@2s and .DH go through with highly satisfied.
Ta.)e 3(
O,inion of t*e Customers 6it* t*eir Preference to6ar+s .ra@es4
OPINION
NO4OF
RESPONDENTS
7 OF RESPONDENTS
DISC !RA%E (8 ?5
ORUM !RA%E ( =
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that,B+H of the 0espondents prefer using
1isc brake than an 3rum brake.
Ta.)e 3:
O,inion of t*e Customers a.out Preference to6ar+s 6*ee)s4
OPINION
NO4OF
RESPONDENTS
7 OF
RESPONDENTS
SPO%E "EE$ = 38
A$$O' "EE$ (5 =(
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, GDH of the customers prefer to
consume alloy wheels when only .EH prefer spoke wheels.
Ta.)e 38
Satisfactor/ $e-e) of t*e Res,on+ents re0ar+in0 Ser-ices offere+ ./ t*e +ea)ers4
OPINION
NO4OF
RESPONDENTS
7 OF RESPONDENTS
IG$'
SATISFIED
; 8
SATISFIED (; =8
DISSATISFIED ( =
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, GEH of the customers are getting
satisfied with the services that are offered by the dealers.
Ta.)e 3>
O,inion of Res,on+ent on t*e .asis of ,reference 6it* Version4
OPINION
NO4OF
RESPONDENTS
7 OF RESPONDENTS
VERSION 349 5= :8
VERSION 549 3: ;9
!OT > 3(
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, @EH of the 0espondents prefer to take
Kersion .., when F,H prefers Kersion +., and .DH both relatively.
Ta.)e 3=
O,inion of Res,on+ents re0ar+in0 t*e !etter ,erformance4
OPINION NO4OF RESPONDENTS 7 OF RESPONDENTS
VERSION 349 5; (8
VERSION 549 3> ;(
!OT 39 59
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that, DEH of the customers chosen Kersion
.., as a better performer while compared with Kersion +.,.
Ta.)e 3?
O,inion of Res,on+ents re0ar+in0 t*e Price of R3:4
OPINION
NO4OF
RESPONDENTS
7 OF
RESPONDENTS
EXPENSIVE ;( 8=
TOO
EXPENSIVE
39 59
REASONA!$E 8 35
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that,EGH of the customers says that the price
of 0.@ is e)pensive while +,H says >oo e)pensive, similarly .+H with reasonable.
Ta.)e 59
O,inion of Res,on+ents on .asis of !u/in0 unit4
OPINION
NO4OF
RESPONDENTS
7 OF RESPONDENTS
"ORT' (9 =9
NOT "ORT' ; 8
TO SOME
EXTENT
> 3(
TOTA$ :9 399
Source: Primar/ Data
4
Inference
=rom the above table it is inferred that,G,H of the respondent denies that its
worth in buying whereas EH says not worthy and .DH to some e)tent.
Ta.)e 53
O,inion of Res,on+ents to6ar+s consumin0 6*en t*e ,rice fa))
OPINION
NO4OF
RESPONDENTS
7 OF RESPONDENTS
FOR SURE ;= >8
MA'!E 39 59
NOT AT A$$ 5 (
TOTA$ :9 399
Source: Primar/ Data
Inference
=rom the above table it is inferred that,-EH of the respondent prefer to buy
0.@ if the price comes down and +,H respondents state that they may while DH were not
interested in preferring.
CHAPTER - 6
DISCUSSION OF RESULT
>he study finds that out of @, respondents the maAority of respondents belong to the
age group between +D/F, while the rest are between .E/+,, +,/+D and F, and
above respectively.
#t is inferred that the maAority of respondents are from emi/Lrban regions while FEH
were from Lrban and DH 0ural similarly.
>he survey states that out of @, respondents DEH of them are aware about the product
while EH are unaware.
>he table states that E,H of the respondents have knowledge about #ndia2s first .@,cc
sports bike ?amaha 0.@.
=rom the study it is inferred that maAority of customers choice are towards ?amaha
while few towards $onda, BaAaA, >K and u5uki respectively.
#t is found that only +,H of customers consume ?amaha whereas $onda leads in
consumption.
>he research states the satisfaction level of customers are high toward ?amaha.
>he study infers that the maAority of customers prefer Cru) than 0.@.
>he survey infers that most of the respondents shows interest in preferring 0.@ bikes.
RECOMMENDATION AND CONC$USION
RESU$TS OF TE STUD'
>he study states that customers prefer 0.@ on the basis of speed. E,H of respondents
are coming out with peed as their buying feature.
=rom the study it is found that most of the customers prefer 1isc brake rather than
3rum2s. >he same way Alloy wheels rather than pokes.
>he research results in GEH of respondents getting satisfied by the services that are
offered by ?amaha dealers.
>he study infers that out of @, respondents maAority shares their opinion that they
prefer Kersion .., the most.
>he main finding of the study relates with price factor. #t is inferred that most of the
respondents says that 0.@ is too e)pensive while few says it2s reasonable.
=rom the research it is found that G,H of respondents denies its worth in buying
while Aust EH says not worthy and .DH to some e)tent.
>he study finally finds that , if the price of 0.@ comes down more than -EH of
respondents shows interest in preferring 0.@.
RECOMMENDATIONS
#ntroduction to 6ew Brand / ?amaha should introduce new bikes in the market. #t will
definitely make the market oligopolistic but will improve the condition of
?amaha.
Bike in .@, cc segment J ?amaha does not have many successful bike in this
segment. ?amaha needs to introduce a bike in this segment which can compete
with the other brands on price, power pickup, mileage and style.
>he company should also launch some cheaper models so that the students can buy
more..
=ocus should be on teenagers, young and e)ecutives as they represent largest portion
of the bike users segment.
#ndian customers generally do not use bike for fashion but as a necessity so mileage
should be a concern. o it needs to create a better image in the mind of its
customers regarding mileage.
:rovide better sales follow up which almost every brand lacks J the research has
showed that the bike users of all brands are dissatisfied with their after sales
e)perience. >his is a big loop hole which ?amaha can use to improve its brand
image and to gain more customers.
#t has been found from the research that ?amaha has got the most loyal customers.
But when it comes to ?amaha people still talk about 0M.,,. ?amaha should
develop a bike like 0M.,,, and this time mileage and style should also be
considered.
>he company should follow an aggressive selling concept.
CONC$USION
After the completion of proAect # have seen the different aspects of this final
0esearch proAect. Also # have gained some knowledge and new e)periences about the
consumer research. 7hile surveying # have met a large number of people, with different
perceptions, with different nature, and as a result of this # have learnt a lot of things like
how to talk with different people with different behavior.
After the separation the *ain focus of ?amaha has been to capture the #ndian
*arket through its products which are best in terms of style N design and is trying to
achieve the target of .DH which it has laid down for the coming years its recent launched
bike 0.@ have shaken the market leader like BaAaA N $ero $onda and is giving them a
tough competition and soon going to launch few more bikes in the market. But in a
country like #ndia, where customer generally appreciates mileage it becomes necessary
for a company like ?amaha which produces bikes whose prices are towards the higher
end to focus on other factors too which influence the consumer choice of product like
:rices, after sale servies and many more.
$IMITATIONS OF TE STUD'
:resent research is geographically restricted to $osur and 1harmapuri town only.
$ence the result cannot be e)ploited to other places.
3ne of the biggest limitations with the proAect work is the >ime factor.
Another limitation was with the 8anguage. ince the people # interviewed were both
literate and also illiterate there was a problem in language in making them
understand.
>he sample si5e is small due to insufficient time allotment.
>he seriousness of the respondent and the ability to Austify the answers were also one
among the limitations.
>he study is restricted only to the organi5ed sector of two/wheeler industry.
REFERENCE C !I!$IOGRAP'
!oo@s
0esearch *ethodology written by C.0.Cothari.
*arketing *anagement written by :hilip Cotler.
Consumer Behavior written by chiffman N Canuk.
Ne6s ,a,ers C Ma0a2ines
Business 8ine
>he %conomics >ime
>he #ndian %)press
Business >oday
"e.sites
www.google.com
www.yamahamotors.co.in
www.yamahar.@.co.in
ANNEXURE
DUESTIONNIRE
A STUD' ON CUSTOMER SATISFACTION $EVE$ TO"ARDS 'AMAA
MOTORS "IT SPECIA$ REFERENCE TO 'AMAA R3:
DUESTIONNAIRE
6ame ;
Address ;
Age ;
:hone no ;
1riving e)perience ;
8ocation
O P 0ural O P Lrban O P emi urban
1o you own a two/wheelerQ
O P ?es O P 6o
Are you aware of ?amaha motors and its productsQ
O P ?es O P 6o
$ave you seen #ndia2s first .@,cc sports bike ?amaha 0.@Q
O P ?es O P 6o
7hich company2s bike would you like to purchaseQ
O P ?amaha O P $onda O P BaAaA O P >vs O P u5uki
O P 3thers (specify)RRRRRRRRR.
7hich one you think to be better and whyQ
O P ?amaha O P $onda O P BaAaA O P >vs O P u5uki
Are you satisfied with ?amahaQ
O P ?es O P 6o
7hich bike you prefer in ?amahaQ
O P 0.@ O P Cru) O P 8ibero O P =S O P =a5er
7ould you like to prefer ?amaha 0.@Q
O P ?es O P 6o
#f yes then on what basisQ
O P peed O P *ileage O P 1esign O P *odel
7hich feature you would like to prefer the most while purchasingQ
O P peed O P *ileage O P 1esign O P *odel
7hich factor influenced you in selection of ?amaha 0.@Q
O P ports bike O P >op speed O P Attractive look
$ow is your satisfactory level towards 0.@Q
O P $ighly satisfied O P atisfied O P Average O P 1issatisfied
7hich type of brake you prefer the mostQ
O P 1isc brake O P 3rum brake
7hich type of wheel you prefer the mostQ
O P poke wheel O P Alloy wheel
Are you satisfied with the dealer services of ?amaha CompanyQ
O P $ighly satisfied O P atisfied O P 1issatisfied
7hich version of 0.@ you preferQ
O P Kersion .., O P Kersion +., O P Both
7hich version performs betterQ
O P Kersion .., O P Kersion +., O P Both
7hat do you think about the price of 0.@Q
O P %)pensive O P >oo e)pensive O P 0easonable
#s it worth in buying this bikeQ
O P 7orthy O P 6ot worthy O P >o some e)tent O P 6ot at all
#f the price value of 0.@ comes down will you prefer to buyQ
O P =or sure O P *aybe O P 6ot at all
uggestions I feedback and comments about your ?amaha
0.@RRRRRRRRRR..RRRRRRRRRRRRRRRRRR.
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRR.