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INTRODUCTION

Customer Satisfaction is the buzzword used by the business people for thesuccess of organization in the present days. Due to the increases of heavy competition

in every product –line it become difficult for the companies to retain the customers for

longer time. So retain the customer for longer time the marketer has to do only one

things i.e. customer satisfaction .If customer is fully satisfied by the product it not

only rub the organization successfully but also fetch many benefits for the company .

They are less process sensitive and they remain customer for a longer period. They

buy addition products overtimes as the company introduce related produce related

products or improved so customer satisfactions is gaining a lot of importance in the

present day. !very company is conducting survey on customer satisfaction level on

their products .To make the products up to the satisfaction level of customers.

This pro"ect is also done to know the customers satisfaction on the #$%$&$ '(.

The impact of automobile industry on the rest of the economy has been so pervasive

and momentous that is characterized as second industrial. It played a vital role in

helping the nation to produce higher value good and services and in the enhancing

their skills and impose tremendous demand for automobile. The decrease in the

interest rate and easy available of cars loons from ) to * years lot of car

manufacturers company facing cut throat competition in the fields of technology and

price So to gain the market share it is important for the institutes to satisfy its

customers and to retain the reputation and its image.

Customer Satisfaction Strategies Followed YAMAHA

The different strategies followed by #amaha consists of Customer relationship

management strategy to providing better facility to the owner and strategy to provide

better after sales service to customer.

Customer Relationsi! Management

C+% as a tool was used to create positive word,of,mouth to monitor customer

e-periences and generate referrals. $ series of C+% activities were implemented with

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regular direct communication events and customer satisfaction surveys !vents

'estive offers +ewards rogram etc.

"#" O$%&CTI'&S OF TH& STUDY

• To gather information about customer satisfaction #$%$&$ '( Two wheeler

• To know the customer perception about features low maintenance cost and

looks of #$%$&$ '(

• To provide suggestions in improving the customer satisfaction and the

company sales and profitability

"#( R&S&ARCH M&THODO)O*Y

$ research process consists of stages or steps that guide the pro"ect from its

conception through the final analysis recommendations and ultimate actions. The

research process provides a systematic planned approach to the research pro"ect and

ensures that all aspects of the research pro"ect are consistent with each other.

+esearch studies evolve through a series of steps each representing the answer to a

key /uestion.

+RIMARY DATA

0ew data gathered to help solve the problem at hand. $s compared to

secondary data which is previously gathered data. $n e-ample is information gathered

by a /uestionnaire. 1ualitative or /uantitative data that are newly collected in the

course of research Consists of original information that comes from people and

includes information gathered from surveys focus groups independent observations

and test results. Data gathered by the researcher in the act of conducting research.

This is contrasted to secondary data which entails the use of data gathered by

someone other than the researcher information that is obtained directly from first,

hand sources by means of surveys observation or e-perimentation.

+rimar, data is -asicall, collected -, getting .uestionnaire filled -, te

res!ondents#

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S&CONDARY DATA

Information that already e-ists somewhere having been collected for another

purpose. Sources include census reports trade publications and subscription services.

There are two types of secondary data2 internal and e-ternal secondary data.

Information compiled inside or outside the organization for some purpose other than

the current investigation +esearching information which has already been published3

%arket information compiled for purposes other than the current research effort4 it

can be internal data such as e-isting sales,tracking information or it can be research

conducted by someone else such as a market research company or the 5.S.

government.

"#/ )IMITATIONS OF TH& STUDY

• %easurement of customer satisfaction is comple- sub"ects which uses non,

ob"ectives method which is not reliable.

• The sample unit was also 677 respondents.

R&'I&0 OF )IT&RATUR&

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8hether the buyer is satisfied after purchase depends on the offers

performance in relation to the buyer e-pectation. In general satisfactions are a

person9s feelings of pleasure or disappointment resulting from comparing products

perceived performance relation to his:her e-pectations. If the performance falls short

of e-pectation the customer is dissatisfied. If the performance matches the

e-pectation customer is satisfied. If the performance e-ceeds the e-pectation the

customer is highly satisfied. Customer satisfaction cannot be very difficult.

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

organization offers. It looks at what is involved from * different angles4 the first isfrom the view of organization wishing to understand and measures how satisfied its

customer is with the products and services they receive from it. The second is from

the perspective of research agency that has been asked to obtain feedback from

customers and about their e-periences when dealing with companies. 'inally it

considers the issue from the perspective of consumers who participate in surveys

including both business customers and members of general public.

M&ANIN* OF CUSTOM&R SATISFICATION

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

ovtv ices supplied by a company meet or surpass customer e-pectation. It is well as a

key performance indicator within business and part of the four prospective of

balanced score card.I0 a competitive market place were businesses compete for

customers customer satisfaction is seen as a key If ctentiator and increasingly has

become a key element of business strategy 8inner satisfaction drives successful

private sector business. &igh 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

/uality 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 individual show informed perspectives influence decisions about what

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how when and where services are available to them. Customer satisfaction is the

customer9s response to the evaluation of the perceived discrepancy between prior

e-pectation and the actual performance of the product as perceived after its

consumption.

D&FINITION

Codotte woodruff and ;enkins <6=>?@ define customer satisfaction as

Aconceptualized as a feeling developed from an evaluation of the e-perienceA.

!+! the timing of satisfaction response is driving consumption. B5T there is

general agreement with kotler <)77*@ that Acustomer satisfaction is a person9s feelingof pleasure or disappointment resulting from comparing a products perceived

performance in relation to his or her e-pectationA. In short customer satisfaction is

AThe provision of goods or services which fulfill the customer e-pectation in terms of

/uality and service in relation to price paidA.

Customer satisfaction is the state of mind that customers have about a

company when their e-pectations have been met or e-ceeded over the lifetime of the

product or service. The achievement of customer satisfaction leads to company

loyalty and product repurchase. There are some important implications of this

definition2

• Because customer satisfaction is a sub"ective no /uantitative state

measurement won9t be e-act and will re/uire sampling and statistical analysis.

• Customer satisfaction measurement must be undertaken with an understanding

of the gap between customer e-pectations and attribute performance

perceptions.

• There should be some connection between customer satisfaction measurement

and bottom,line results.

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ASatisfactionA itself can refer to a number of different facts of the relationship with a

customer. 'or e-ample it can refer to any or all of the following2

a@ Satisfaction with the /uality of a particular product or service

b@ Satisfaction with an ongoing business relationship

c@ Satisfaction with the price,performance ratio of a product or service

d@ Satisfaction because a product:service met or e-ceeded the customer9s

e-pectations

'itch industry could add to this list according to the nature of the business andthe specific relationship with the customer. Customer satisfaction measurement

variables will differ depending on what type of satisfaction is being researched. 'or

e-ample manufacturers typically desire on,time delivery and adherence to

specifications so measures of satisfaction taken by suppliers should include these

critical variables.

Clearly defining and understanding customer satisfaction can help any

company identify opportunities for product and service innovation and serve as the

basis for performance appraisal and reward systems. It can also serve as the basis for a

customer satisfaction surveying program that can ensure that /uality improvement

efforts are properly focused on issues that are most important to the customer.

N&&DS OF CUSTOM&R SATISFACTION

5nfortunately most marketing theory and practices centre on the art of

attracting new customer rather than or retaining and cultivating e-isting ones. Theemphasis traditionally has been on making sales rather than building relationships4 on

reselling and selling rather than caring for the customer afterward. $ company would

wise to measure customer satisfaction regularly because the key to customer retention

is customer satisfaction.

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$ highly satisfied stays loyal longer buy more as the company introduces new

products pay less attention to competing brands and is less sensitive to price offers

product or service idea to company and cost less to serve rather than new customers

because transaction are routine.

Some companies9 thing they are getting sense of customer satisfaction by

tallying customer4 many "ust stop buyingA. The best thing a company can do is to

make it easy for the customer to complain suggestion forms and toll,free numbers and

e,mail address serve this purpose. The % company claim that over ):* of its product,

improvement ideas come from listening to customer complains.

istening is not enough however. The company must respond /uickly and

constructively to the complains of the customer who register a complaint below E

and ?7F will do business again with organization if their complaint is resolved. The

figure goes upto staggering =F if the customer was resolved /uickly. Complaints

satisfactorily tell an average of five people about the good treatment they received.

%easuring customer satisfaction is a relatively new concept to many

companies that have been focused e-clusively on income statements and balance

sheets. Companies now recognize that the new global economy has changed things

forever. Increased competition crowded markets with little product differentiation and

years of continual sales growth followed by two decades of flattened sales curves

have indicated to today9s sharp competitors that their focus must change.

Competitors that are prospering in the new global economy recognize that

measuring customer satisfaction is key. Gnly by doing so can they hold on to the

customers they have and understand how to better attract new customers. The

competitors who will be successful recognize that customer satisfaction is a critical

strategic weapon that can bring increased market share and increased profits.

The problem companies face however is e-actly how to do all of this and do

it well. They need to understand how to /uantify measure and track customer

satisfaction. 8ithout a clear and accurate sense of what needs to be measured and

how to collect analyze and use the data as a strategic weapon to drive the business no

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firm can be effective in this new business climate. lans constructed using customer

satisfaction research results can be designed to target customers and processes that are

most able to e-tend profits.

Too many companies rely on outdated and unreliable measures of customer

satisfaction. They watch sales volume. They listen to sales reps describing their

customers9 states of mind. They track and count the fre/uency of complaints. $nd

they watch aging accounts receivable reports recognizing that unhappy customers

pay as late as possible,,if at all. 8hile these approaches are not completely without

value they are no substitute for a valid well,designed customer satisfaction surveying

program.

• 0o surprise to find that market leaders differ from the rest of the industry in

that they9re designed to hear the voice of the customer and achieve customer

satisfaction. In these companies2

• %arketing and sales employees are primarily responsible for designing <with

customer input@ customer satisfaction surveying programs /uestionnaires and

focus groups.

• Top management and marketing divisions champion the programs.

• Corporate evaluations include not only their own customer satisfaction ratings

but also those of their competitors.

• Satisfaction results are made available to all employees.

• Customers are informed about changes brought about as the direct result of

listening to their needs.

• Internal and e-ternal /uality measures are often tied together.

• Customer satisfaction is incorporated into the strategic focus of the company

via the mission statement.

• Stakeholder compensation is tied directly to the customer satisfaction

surveying program.

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• $ concentrated effort is made to relate the customer satisfaction measurement

results to internal process metrics.

• To be successful companies need a customer satisfaction surveying system

that meets the following criteria2

• The system must be relatively easy to design and understand.

• It must be credible enough that employee performance and compensation can

be attached to the final results.

• It must generate actionable reports for management.

O-1ecti2es of a customer satisfaction sur2e,ing !rogram

In addition to a clear statement defining customer satisfaction any successful

surveying program must have a clear set of ob"ectives that once met will lead to

improved performance. The most basic ob"ectives that should be met by any

surveying program include the following2

• 5nderstanding the e-pectations and re/uirements of all your customers

• Determining how well your company and its competitors are satisfying these

e-pectations and re/uirements

• Developing service and:or product standards based on your findings

• !-amining trends over time in order to take action on a timely basis

• !stablishing priorities and standards to "udge how well you9ve met these goals

Before an appropriate customer satisfaction surveying program can be designed the

following basic /uestions must be clearly answered2

H &ow will the information we gather be used3

H &ow will this information allow us to take action inside the organization3

H &ow should we use this information to keep our customers and find new ones3

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Careful consideration must be given to what the organization hopes to

accomplish how the results will be disseminated to various parts of the organization

and how the information will be used. There is no point asking customers about a

particular service or product if it won9t or can9t be changed regardless of the feedback.

Conducting a customer satisfaction surveying program is a burden on the

organization and its customers in terms of time and resources. There is no point in

engaging in this work unless it has been thoughtfully designed so that only relevant

and important information is gathered. This information must allow the organization

to take direct action. 0othing is more frustrating than having information that

indicates a problem e-ists but fails to isolate the specific cause. &aving the purchasingdepartment of a manufacturing firm rate the sales and service it received on its last

order on a scale of 6 <terrible@ to ? <magnificent@ would yield little about how to

improve sales and service to the manufacturer.

The lesson is twofold. 'irst general /uestions are often not that helpful in

customer satisfaction measurement at least not without many other more specific

/uestions attached. Second the design of an e-cellent customer satisfaction surveying

program is more difficult than it might first appear. It re/uires more than "ust writing a

few /uestions designing a /uestionnaire calling or mailing some customers and then

tallying the results.

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Understanding differing customer attitudes

The most basic ob"ective of a customer satisfaction surveying program is to

generate valid and consistent customer feedback <i.e. to receive the voice of the

customer which can then be used to initiate strategies that will retain customers and

thus protect the most valuable corporate asset,,loyal customers@.

$s it9s determined what needs to be measured and how the data relate to

loyalty and repurchase it becomes important to e-amine the mind,set of customers

the instant they are re/uired to make a pre,purchase <or repurchase@ decision or a

recommendation decision. Surveying these decisions leads to measures of customer

loyalty. In general the customer9s pre,purchase mind,set will fall into one of three

categories,,re"ection <will avoid purchasing if at all possible@ acceptance <satisfied

but will shop for a better deal@ and:or preference <delighted and may even purchase at

a higher price@.

This highly sub"ective system that customers themselves apply to their

decisions is based primarily on input from two sources2

The customers9 own e-periences,,each time they e-perience a product or

service deciding whether that e-perience is great neutral or terrible. These are known

as Amoments of truth.A

The e-periences of other customers,,each time they hear something about a

company whether it9s great neutral or terrible. This is known as Aword,of,mouth.A

9here is obviously a strong connection between these two inputs. $n u-eeptional

e-perience leads to strong word,of,mouth recommendations.

Strong recommendations influence the e-perience of the customer and many

successful companies have capitalized on that link.

&ow does a customer satisfaction surveying manager make the connection

between the survey response and the customer9s attitude or mind,set regarding

loyalty3 +esearch conducted by both corporate and academic researchers shows a

relationship between survey measurements and the degree of preference or re"ection

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that a customer might have accumulated. 8hen the customer is asked a customer

satisfaction /uestion the customer9s degree of loyalty mind,set <or attitude@ will be an

accumulation of all past e-periences and e-posures that can be indicated as a score

from 6 <very dissatisfied@ to <very satisfied@. It can also be captured with other

response formats with an odd number of choices <e.g. 6 to * or 6 to ?@ to allow for a

neutral response.

Gbviously the goal of every company should be to develop customers with a

preference attitude <i.e. we all want the coveted preferred vendor status such that the

customer when given a choice will choose our company@ but it takes continuous

customer e-perience management which means customer satisfaction measurementto get there,,and even more effort to stay there.

8hat keeps customers satisfied3

n@ nowledgeable and available staff2 8hile a customer is making the buying

decision they want knowledgeable assistance available when they want it .

Customers place a high value on accurate information and want to be 0erved by

employees who know the product inside and out.

b@ 'riendly people2 Customers not only want product,savvy sales people they wont

them to be friendly and courteous. #our staff should value each customer %ore than

any individual sale.

c@ Jood value2 This is where price factors in. But customers surveyed see price

as only one component of the bigger picture of AvalueA that includes the service

information and follow,up they also receive.

d@ Convenience2 The service rule here is simple2 make it easyK Says Jross

ACustomers want merchandise that is well organized attractively displayed and easy

to find. That9s how today9s customers define convenience and the easier you can

make the shopping the more money you will be lugging to the bank.A

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IM+ORTANC& OF CUSTOM&R SATISFACTION

IT costs at least ? times more to source a new customer than it does to retain

e-isting one $ 9satisfied9 customer tells ,? people in a year whilst a 9dissatisfied9

customer will telllE,6 people. Companies can boost profits anywhere from )F to

6)F by retaining a mere Fmore of their e-citing customers. Totally satisfied

customers were L times more likely to use that services and commend it than9

satisfied9 customers. Customers who have a bad e-perience with you and do not

complain are only *?Flikely to still do business with you. Customers who have an

opportunity to complain and the complaint is achieved are=F likely to still do

business with you 'actors of customer satisfaction

• Service of /uality reliability of service knowledge of the staff Being kept

informed of progress the way service kept its promises

• The way the service handled any problem 'riendliness of staff &ow

sympathetic staff were to your needs Speed of en/uiries 0umber of time had

to contact

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INDUSTRY +ROFI)&

$ motor vehicle a machine which incorporate a motor <sometimes known as

an engine@ and which is used for transportation. The internal combustion engine in

the most common motor choice although electric motors or other types are

sometimes used. and vehicles are usually e/uipped with wheels and usually operate

on roads.

(#" HISTORY OF AUTO MO$I)& INDUSTRY

Before the invention of motorcycle bicycles were in use the motor cycle was

evolved from the 9pearl cycle9 at first by attaching a small aircooled petrol engine to a

cycle frame.

%otor cycle is a two,wheeler vehicle powered by a fuel engine mounted mid

way between the front and rear wheels. $ motorcycle as much heavier and stronger

frame than a pedal cycle. eople in many part of the world use motorcycle for

transportaion or recreation or sports. The motor cyclists using the engine powered

vehicle as AABI!SAA.

The first motorcycle was invented in the year 6>> by JGTTI!B

D$I%!+ a Jerman engineer. &e attached a four, stroke piston engine to a wooden

bicycle frame. 'or the ne-t few year motorcycle remained largely e-perimental.

During early 6=779s with continuous improvements they developed in to success

vehicle. But the law enforced the vehicle speed to four tails per:hour till 6>=L.

Today9s modern motor cycles have a general appearance as the older and

earlier models. But they are easier to handle. &ave a stronger frame very powerful and

sophisticated engine efficient speed changes and bikes.

The Indian two and three wheeler industry as produced and sold about .)

million vehicle in 6==>,== like any other industry the policy environment guide and

controlled this segment of industry as well license norms ruled the day till the mid

6=>7s access were string gave controlled.

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Since mid 6=>7s the Indian automobile industry has administered selected

doses of liberalization foreign collaboration with acuity up to )LF fresh licenses for

additional capacity creation board bounding licenses etc were allowed.

This liberalization coupled market potential attracted world ma"ors like

B$;$; #$%$&$ S5(5I and I$JJIG. Setup their "oint ventures during mid

6=>7s in indian from the year 6= foreign e/uity up to 6F with specific approvals

entered rule look &onda converted one of its "oint ventures to a 7F subsidiary.

In2ention of Two 0eelers3

Te in2ention of te first two4weeler is a muc4de-ated issue#

A8ho invented the first motorcycle3A many seem like a simple /uestion but

the answer is /uite complicated. Two,wheelers owe their descent to the AsafetyA

bicycles with front and rear wheels of the same size with a pedal crank mechanism to

drive the rear wheel. Those bicycles in turn descended from high,wheel bicycles The

high wheelers descended from an early type of pushbike without pedals propelled by

he rider9s feet pushing against the ground. These appeared around 6>77 used iron,

banded wagon wheels and were calle Abone, crushersA both for their "arring ride and

their tendency to loss their riders. Jotileb Daimler <who later teamed up with arl

Benz Corporation@ is created with building the first motorcycle in 6>> one wheel in

the front and one in the back although hit had a smaller spring,loaded out trigger

wheel on each side. It was constructed mostly of wood4 the wheels were of the iron,

banded wooden, spoked wagon,type. It de definitely had a Abone,crusherA chassisK

This two,wheeler was powered by a single,cylinder Gtto cycle engine and may have

had a spray,type carburetor <8ilhelm may Bach daimler9s assistant was working on

the invention of the spary carburetor at he time@. If two wheels with steam propulsion

can be called a motorcycle then the first one may have been $merican.

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Gne such machine was demostrated at fairss and circuses in the eastern 5S in

6>L?. This was built by one Sylveser &oward +oper of +o-bury %assachusetts.

There is an e-isting e-ample of a +oper machine dated 6>L=. $ charcoal,fired two,

cylinder enginewhose connecting rous directly drive a crank on the rear wheel

powers it. Thismachine predates the invention of the safety bicyle by many years so

its chassis is also based on the Abone,crusherAbike.

Origin of motor4scooters3

!dward Butler an englishman built the first motor tricycle in 6>>. The first

gasoline engine motorcycle to appear publicly was built by Jottlieb Daimler of Bad

Constant Jermany in 6>>. the first practical engines and motorcycle were designed

by the 'rench and Belgians followed by British and $merican makers.

The popularity of the vehicle grew especially after 6=67. During 8orld 8ar

6st the motorcycle was used by all branches of the armed forces in !urope principally

for dispatching. $fter the war it en"oyed a sport vague until the Jreat Depression

began in 6=)= $fter 8orld 8ar )nd revival of interst in motorcycle lasted in to the

late )7th century with the vehicle being used for high,speed touring and sport

competitions.

The practice of attaching au-iliary engines to bycycles in western !urope and

parts of the 5nited state led to the development during the 6=7s of a new type of

light motorcycle the moped. Grginating in Jermany as a 7 cubic centimeter

machine with simple controls and low initial cost it was largely free of licensing and

insurance regulations e-cept in Jreat Britain. The more sophisticated motor scooter

originated in italy soon after 8orld 8ar )Ad led by manufacture of a 6),cubic,

centimeter model. Despite strong competition from 8est Jermany 'rance $ustria

and Brirain the Italian scooters maintained the lead in the diminishing market. The

scooter has small wheels from )7 to *L cm. <> to 6E inches@ in diameter and the rider

sits inside the frame. ower units are placed low and close to the rear wheel which is

driven by bevel gearing or chain. Capacities vary from 7 to )) cubic cm and four,

speed gearing is common.

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*RO0TH OF T0O 0H&&)&R INDUSTRY

In many culturemotorcycle are primary means of motorized

transport.$ccording to the Taiwanese government for e-ample Athe number of

automobile per ten thousand population is around )77 and the number of motor

cycle is about 777.AIn place such as Mietnam motorcycle use is steamily due to a

lack of law income levels that put automobiles out of reach for many.In Mietnam

motorised traffic consists of mostly motorbyke.The four largest motorcycle markets in

the world are all in $sia India Indonesia and Mietnam the motorcycle is also popular

in Brazil9sfrontier towns. $mind the economic downturn of )77> the motorcycle

market grew by L.F.

+ecent year have seen an increased in the popularity of motorcycle elsewhere.

In the 5S$ registration incresed by 6F between )777 and )77.This is mainly

attributed to increasing fuel prices and urban congestion but is laso partly due to

television programmers such as reality show $merican chopper or adventure,travel

show. ong way down

In )77? and )77>motorcycle and scooters due to good fuel efficiency

attracted interested in united state from environmentalist and choose affected by

increased fuel prices. iaggio Jroups $mericas supported this interest with the launch

of a AMespanomicsA website and platform citing lower per,mile carbon emission

<E76b:mile less than the average car a LFreduction@ and better fuel economy.

17



Initial its3

The first popular two,wheelers...

%ost of the development during this earliats of years concentrated on three

and four wheeled design since it was comple- enough to get the machines running

without having to worry them falling over. The ne-t notable Two,8heeler was the

%illet of 6>=). It used a,cylinder engine built as the hub of its rear wheel.The

cylinders rotated with the wheel and its crankshaft constituted the rear a-le.

The first really sucessful production two,wheeler though was the &ildebrand

and 8olf ueller patented in %unich in 6>=. It had a step,thorough frame with itsfuel tank mounted on the down tube.The engine was aparallel twin mounted low on

the frame with is cylinders going fore and,aft. The connecting roads are connectd to a

crank on the real a-le and intead of using heavy flywheels for energy storage between

cylindres to elp out on the compression strokes. It was water,cooled and had awatr

tank ,radiator built into the top of the rear fender.

In 6>= the 'renchfirm of De,Dion,Buton built anengine that was to make the

mass production and common use of motorcycle possible. It was a small light high

reviving four stroke single and used battery and coil ignition doing with the

troublesome hot,tube. Bore and stroke figures of Somm by ?7mm gave a displcement

of 6*>cc.$ total loss lubrication system was employed to drip oil in to the crank

easethrough a metering valve which then sloshed around to lubricate and cool

Components before dumping it on the round via a breather.

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De Dion,Buton used this 9:) horsepower power plant in road going trikes but

the engine was copied andused by everybody including Indian and &arley,Davidson

in the 5S. $lthough a gentleman named ennington built some machines around

6>=<it9ss uncertain whether any of them acctually ran@ the first 5S

productionmotorcycle was orient,$ster by the %etz Company in 8altham

%assachusets in 6>=>.

Different !la,ers in Two 0eeler Indust,

The two,wheeler manufacturing is dominated by companies like TMS &ondamotorcucle N scooter India <pvt@ td &ero &onda #amaha Ba"a" etc. The heavy

motor bike busses trucks defense vehicles autorickshaws and other malty,utility

vehicles are manufactured by Tata,Telco $shok eyland !tcher motor Ba"a"

%ahindra and %ahindra etc.

T,!es of motorc,cle

There are three ma"or types of motorcycles2 street off,road and dual purpose.

8ithin these types there are many different sub ,types of motorcycle for many

different purpose.

Street bikes include cruisessport bike scooter and mopeds and many types

other types.Gff,road motorcycle includes many types designed dirt,oriented racing

classes such as motocross andi is not street legal in most areas. Dual purpose

machines like the duel,sport style are made to go off,road but include features to

make them legal and comfortable on thestreet as well.

!ach configuration offers either specialized advantage or capability and each

design create a different riding posture.

%otorcycle manufactures in India

• Ba"a" $uto

• &ero %otors

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• 9' M S %otors

• %

• inetic %otor Company

• +oyal !nfield

• anda %otors

• %otto %otors

• !scorts

• Jlobal $utomobiles

• Ideal ;ava India

• Suzuki India

• &onda %otorcycle and Scooters ltd<&%S@

• #amaha India

• awasaki India.

20



COM+ANY +ROFI)&

INDIA YAMAHA MOTOR +'T# )TD#

#amaha made its initial foray into India in 6=>. Subse/uently it entered into

a 727 "oint venture with the !scorts Jroup in 6==L. &owever in $ugust )776

#amaha ac/uired its remaining stake as well bringing the Indian operations under its

complete control as a 677F subsidiary of #amaha %otor Co. td ;apan.

India #amaha %otor operates from its state,of,the,art,manufacturing units at

'aridabad in &aryana and Sura"pur in 5ttar radesh and produces motorcycles both

for domestic and e-port markets. 8ith a strong workforce of )777 employees India

#amaha %otor is highly customer,driven and has a countrywide network of over E77

dealers.

The company pioneered the volume bike segment with the launch of its 677 cc

),stroke motorcycle +O 677. Since then it has introduced an entire range of ),stroke

and E,stroke bikes in India. resently its product portfolio includes Cru- <677cc@

$lba <67Lcc@ and Jladiator <6)cc@.

'ISION

To establish #$%$&$ as the Ae-clusive N trusted brandA of customers by

Acreating andoA <touching their hearts@ , the first time and every time with world

class products N services delivered by people having Apassion for customersA.

21



MISSION

8e are committed to2

Be the !-clusive N Trusted Brand renowned for marketing and manufacturing

of #$%$&$ products focusing on serving our customer where we can build long

term relationships by raising their lifestyle through performance e-cellence proactive

design N innovative technology. Gur innovative solutions will always e-ceed the

changing needs of our customers and provide value added vehicles.

Build the 8inning Team with capabilities for success thriving in a climate for

action and delivering results. Gur employees are the most valuable assets and weintend to develop them to achieve intematbnal level of professionalism with

progressive career devebpment. $s a good corporate citizen we will conduct our

business ethically and socially in a responsible manner with concerns for the

environment.

Jrow through continuously innovating our business processes for creating

value and knowledge across our customers thereby earning the loyalty of our partners

N increasing our stakeholder value.

COR& COM+&T&NCI&S

Customer

8e put customers first in everything we do. 8e take decisions keeping the customer

in mind.

22



Callenging S!irit

8e strive for e-cellence in everything we do and in the /uality of goods N services

we provide. 8e work hard to achieve what we commit N achieve results faster than

our competitors and we never give up.

Team4wor5

8e work cohesively with our colleagues as a multi,cultural team built on trust

respect understanding N mutual co,operation. !veryone9s contribution is e/ually

important for our success.

Fran5 6 Fair Organi7ation

8e are honest sincere open minded fair N transparent in our dealings. 8e actively

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

organization9s goals.

O'&R'I&0

'G50D!D 2 ;uly 6 6=

C$IT$ 2 E>*7) million yen

+!SID!0T 2 Takashi a"ikawa

!%G#!!S 2 EL>7

$+!0T 2 =67=

S$!S 2 6?L?7? million yen

$+!0T 2 ?==)7= million yen

23



MA%OR +RODUCTS6 S&R'IC&S3#

• %anufacture and sales of motorcycles scooters electro,hybnd bicycles boats

sail boats 8ater Mehicles pools utility boats fishing boats outboard motors

diesel engines Ewheel $TMs side,by,side vehicles racing karts golf cars

multi,purpose engines generators water pumps snowmobiles small,sized

snow throwers automotive engines intelligent machinery industrial,use

remote control helicopters electrical power units for wheelchairs helmets.

• Biotechnological production processing and sales of agricultural and marine

products and microorganisms.

• Import and sales of various types of products development of tourist

businesses and management of leisure recreational facilities and related

services.

&!$D15$+T!+S2 )77 Shingai Iwata,shi Shizuoka,ken ;apan

24



COR+ORAT& +HI)OSO+HY

'or society for the world ...

#amaha works to realize our corporate mission of creating ando

#amaha %otor is a company that has worked ever since its founding to build

products defined by the concepts of Ahigh,/uality and high,performanceA and light

weight and compactnessA as we have continued to develop new technologies in the

areas of small engine technology and '+ processing technology as well as control

and component technologies.

It can also be said that our corporate history has taken a path where ApeopleA

are the fundamental element and our product creation and other corporate activities

have always been aimed at touching people9s hearts. Gur goal has always been to

provide products that empower each and every customer and make their lives more

fulfilling by offering greater speed greater mobility and greater potential. Said in

another way our aim is to bring people greater "oy happiness and create andoP in

their lives. $s a company that makes the world its field and offers products for the

land the water the snowfields and the sky #amaha %otor strives to be a company

that Aoffers new e-citement and a more fulfilling life for people all over the worldA

and to use our ingenuity and passion to realize peoples9 dreams and always be the

ones they look to for Athe ne-t ando.A

25



TH& YAMAHA STRAT&*Y IN INDIA

#amaha has shifted its focus from the lower end segments to the

premium segment of bikes. It aims to provide its customers the full range of its

engineering marvels that make #amaha the company that it is. #amaha has a very

strong focus on the technical department the result of which can be seen with #amaha

comfortably leading the constructor9s championship in the Superbikes racing with

Malentino +ossi and Colin !dwards as their riders.

#amaha has aimed to become the 0o.6 in customer satisfaction and is looking

forward to providing the customer with an 9e-perience9 with its products.

The target market of India #amaha %otors is the young and enthusiastic 6>,) yr.

olds who are willing to try taking the not so much treaded path of buying the 9sports

bike9 rather than a 9utility two wheeler9. These young guns are very conscious of the

style /uotient and look forward to their ride being a personality statement.

8ith the increasing dispensable income in India and growing middle and upper

middle class segment #amaha is sure to find many prospective customers. 8ith news

of India becoming the breeding ground for millionaires #amaha has certainly

identified an opportunity and has grabbed it hands down.

TH& 8 +9S FOR INDIA YAMAHA MOTORS

+roduct3 India #amaha %otors has recently launched its sports bike +6 and '(S in

the 67cc. The bikes in the premium segment include %T76 and #(' +6. #amaha is

bringing its latest technologies to India and aims to come up with a new product for

the Indian market every /uarter.

The reliability and riding /uality of a #amaha have already been established through

its earlier products.

+rice3 The #amaha range of products has been very competitively priced and the

prices of its premium segment bikes %T76 and #(' +6 are priced much below any

present or prospective competitor in the segment at +s.67. lacs.

26



Its other products like the +6 has also been priced optimally looking at the

specifications of the bike. The bike despite being only 67 cc provides around ))

B& of power more than any other bike in the 67,))7cc. bracket. The bike has also

brought the li/uid cooled engine technology to India and other features like the

styling etc. are also /uite new for the Indian market and hence considering what it

gives you it is a bargain at +s. =? 77 .

+romotion3 #amaha has been constantly loosing market share over the last few years

and has thus decided to change its brand image with change in its market strategy. The

company now wants to be known for its style and speed. It looks to be known as a

sports bike manufacturer and not as an economy bike segment player.

Taking these factors into consideration the company has started a complete makeover

of its image. The recent +6 and '(S ads on numerous channels on 0 and other ads

on both electronic and print media vindicate the point.

The company has also opened 9#amaha bike stations9 which are company owned

showrooms and completely symbolize the brand image that #amaha wants to achieve

in India.

+lace3 India #amaha %otors has adopted a two tier marketing channel consisting of

the rimary dealers at tier6 and the secondary dealers or retailers at tier). In addition

to these two tiers there are also the 9company owned showrooms9 and the multibrand

outlets.

27



YAMAHA F:S

The #amaha '(,6L and '(,S are motorcycles manufactured by India #amaha

%otor. Inspired by the naked bike concept the '(,6L is modeled after its more

popular counterpart the '(6 with scaled down engine capacity to 6* cc more suited

to the Indian and its $sian market9s roads. It is a very popular in Sri ankan market as

well. The '(,6L uses 6E7:L7 size rear radial tubeless tyre. It won Bike of the #ear

$ward from 5TMi:$utocar (igwheels and Business Standard %otoring and the

Miewers Choice award at 5TMi N $utocar India $wards )77=.

#amaha %otors India has also launched the #amaha '(,S another variant of

the '(,6L with a front visor.Q)R It was released in %arch )77= and is marketed in

India.

Concepts

AStylish %achoA

'(,S highlights the style /uotient and has more flesh to flaunt with purely

!uropean international design like new colours N graphics aerodynamic chiseled

windshield stylish N sporty carbon pattern meter console and more aggressive

looking headlight. The new '(,S is for stylish and attention seeking %acho man.

'(,S scores high in looks not only in its segment but beyond and is designed

to satiate the need for style and fashion by riders. !tched with style and geared to

todays fashion conscious customers '(,S is a fusion of machismo and fashion.

'(,S overflows with dynamism and originality. The running performance

brims with thrust that overpowers all others with its unprecedented tor/ue. Dubbed as

ord of the StreetsU '(,S is designed and engineered with the potential for active

and even aggressive en"oyment of around,town street riding and styling that brings

pride of ownership and makes any rider look like they own the road.

8ith the Triple %acho concept pro"ecting the %uscular silhouette muscular

body parts and muscular chassis '( ,S is an ob"ect which reflects visual e-pression

of performance on the streets.

28



DATA ANA)YSIS AND INT&R+R&TATION

The data collection is to be processed and analyzed in accordance with the

outline and down for the purpose at the time of developing research plan. Technically

speaking processing implies editing coding classification and tabulation of collected

data so that they are amenable to analysis. The term analysis refers to the

computation.

8hile assessing Customer Satisfaction it is analyzed that the Miability of the

entrepreneurs of the company is depending on the certain policy. eeping in view of

the ob"ective of the study the analysis of the customer satisfaction in #$%$&$

company as follows

29



*&ND&R OF TH& R&S+OND&NTS

T$B! 0G. .6

T$B! S&G8I0J J!0D!+ G' T&! +!SG0D!0TS

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

%$! E> =L

'!%$! ) E

TGT$ 7 677

<Source2 rimary Data@

C&$+T 0G. .6

C&$+T S&G8I0J J!0D!+ G' T&! +!SG0D!0TS

INT&R+R&TATION

$mong the 677 respondents only ) numbers are female.

A*& OF TH& R&S+OND&NTS

30



T$B! 0G. .)2

T$B! S&G8GI0J $J! G' T&! +!SG0D!0TS

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

6>,)> )E E>

)=,*> 6L *)

*=,E> > 6L

$BGM! E= ) E

TGT$ 7 677

<Source 2 rimary Data@

C&$+T .)2

C&$+T S&G8I0J $J! G' T&! +!SG0D!0TS

INT&R+R&TATION

Gut of 677 respondents E>F belongs to 6>,)> age group. **F belong to )=,*> age

group 6F belong to *=,E> age group EF belong to above E= age group

OCCU+ATION OF TH& R&S+OND&NTS

T$B! 0G. .*2

31



T$B! S&G8I0J GCC5$TIG0 G' T&! +!SG0D!0TS

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

ST5D!0T )7 E7JGMT. !%G#!! 67

B5>SI0!SS 6 *7

GT&!+S 67 )7

TGT$ 7 677F


C&$+T .*2

C&$+T S&G8I0J GCC5$TIG0 G' T&! +!SG0D!0TS

INT&R+R&TATION

Gut of 7 respondents 6> respondents belong to Business class which constitutes *LF

of the total respondents 67 respondents belong to other category which constitutes

)7F of the total respondents

MONTH)Y INCOM& OF TH& R&S+OND&NTS

T$B! 0G. .E2

T$B! S&G8I0J 15$I'IC$TIG0 G' T&! +!SG0D!0TS

32



$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

Below 67777 6) )E

67777 , )7777 6L *)

)7777,*7777 6 *7

$bove *7777 ? 6E

TGT$ 7 677

<Source2 rimary Data@

C&$+T .E2

C&$+T S&G8I0J 15$I'IC$TIG0 G' T&! +!SG0D!0TS

INT&R+R&TATION

Gut of 7 respondents ma"ority of the respondents are between 67777 – )777 salary

group which consists of *)F *7F are between )7777,*7777 salary group )EF are

getting below 67777 and only ?F are getting above *7777.

+R&F&R&NC& OF THIS $RAND

T$B! .

T$B! S&G8I0J 8&# DG #G5 +!'!+ T&IS B+$0D3

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

CGG5+ > 6L

33



+IC! 6E )>

$DM!+TIS!%!0T 6L *)

15$IT# 6) )E

TGT$ 7 677


C&$+T .2

C&$+T S&G8I0J 8&# DG #G5 +!'!+ T&IS B+$0D3

INT&R+R&TATION

Gut of 7 respondents *)F opnioned that advertisement is the factor for selecting this

brand.)>F are of view that pricing )EF are selecting because of /uality and 6LF

have selected because of colour.

HO0 )ON* YOU $&&N USIN* F: $I;&<

T$B! .L

T$B! S&G8I0J &G8 G0J #G5 B!!0 5SI0J '( BI!3

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

Below 6 year 6) )E

6 – * year 6> *L

* – year 6E )>

34



$bove year L 6)

TGT$ 7 677

=Source 3+rimar, Data>

C&$+T .L2

C&$+T S&G8I0J &G8 G0J #G5 B!!0 5SI0J '( BI!3

INT&R+R&TATION

Gut of 7 respondents *LF are using #amaha '( between 6 to * years )>F are using

between * – years. )EF are using below one year and 6)F are using above year.

FACTOR OF MOTI'ATION

T$B! .?2

T$B! S&G8I0J 8&IC& '$CTG+ %GTIM$T!D #G5 TG B5# #$%$&$ '(3

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

'riends 6) )E

$dvertisement 67 )7

'amily members > 6L

Gwn decision 66 ))

Gthers = 6>

35



TGT$ 7 677

=Source 3 +rimar, Data>

C&$+T .?2

C&$+T S&G8I0J 8&IC& '$CTG+ %GTIM$T!D #G5 TG B5# #$%$&$

'(3

INT&R+R&TATION

Gut of 7 respondents )EF are motivated by friends )7F are motivated by

advertisement 6LF are motivated by family members 6>F has other factors and

))F have their own decision.

INF)U&NC& OF AD'&RTIS&M&NT

T$B! .>

T$B! S&G8I0J DG #G5 '!! T&$T $DM!+TIS!%!0T &$S I0'5!0C!

#G5 TG B5# T&IS +GD5CT3

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

#!S )L )

0G )E E>

TGT$ 7 677

=Source 3 +rimar, Data>

36



C&$+T .>2

C&$+T S&G8I0J DG #G5 '!! T&$T $DM!+TIS!%!0T &$S I0'5!0C!

#G5 TG B5# T&IS +GD5CT3

INT&R+R&TATION

Gut of 7 respondents )F are saying advertisement influencing their buying

decision E>F saying advertisements has no influence on their buying decision.

NOTIC& OF AD'&RTIS&M&NT

T$B! .=2

T$B! S&G8I0J 8&!+! DID #G5 0GTIC! T&IS $DM!+TIS!%!0T3

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

Internet 6L *)

+adio E >

TM 6> *L

0ews paper 6) )E

Total 7 677

37



C&$+T .=2

C&$+T S&G8I0J 8&!+! DID #G5 0GTIC! T&IS $DM!+TIS!%!0T3

INT&R+R&TATION

Gut of 7 respondents *LF noticed advertisement on TM ads *)F on Internet )EF

on news paper and only EF through +adio

$&)ON*IN* OF TH& $I;&S

T$B! .672

T$B! S&G8I0J 8&!T&!+ T&! BI! B!G0JS TG

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

0ew *L ?)Second &and 6E )>

TGT$ 7 677

C&$+T .672

C&$+T S&G8I0J 8&!+! DID #G5 0GTIC! T&IS $DM!+TIS!%!0T3

38



INT&R+R&TATION

Gut of 7 respondents ?)F have brand new bike )>F are using second hand bike.

+RIC& 0H&N COM+AR&D TO ?UA)ITY

T$B! .662

T$B! S&G8I0J $+! #G5 S$TIS'I!D 8IT& T&! +IC! G' T&! BI!

8&I! CG%$+I0J 8IT& ITS 15$IT#3

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!

&IJ&!+ 6E )>

$M!+$J! )7 E7

!SS 6L *)

Total 7 677


C&$+T .662

39



C&$+T S&G8I0J $+! #G5 S$TIS'I!D 8IT& T&! +IC! G' T&! BI!

8&I! CG%$+I0J 8IT& ITS 15$IT#3

INT&R+R&TATION

Gut of 7 respondents E7F are saying pricing is average while comparing with its

/uality )>F are saying higher and *)F are saying less.

D&+R&CIATION FOR ANY +ARTS

T$B! .6)

T$B! S&G8I0J DG #G5 'I0D $0# S5DD!0 D!+!CI$TIG0 'G+ $0#

$+TS3

$+TIC5$+S 0G. G' +!SG0D!0TS !+C!0T$J!#!S 6) )E

0G *> ?L

TGT$ 7 677


C&$+T .6)2

C&$+T S&G8I0J DG #G5 'I0D $0# S5DD!0 D!+!CI$TIG0 'G+ $0#

$+TS3

40



INT&R+R&TATION

Gut of 7 respondents ?LF agree with the statement. )EF dont agree with the

statement.

FINDIN*S

• %a"ority of the customers of #$%$&$ '( are male

• %a"ority of the customers are belong to age group 6>,)>.

• %a"ority of respondents prefer #$%$&$ '( because of /uality

• %a"ority of respondents are motivated by friends for choosing #$%$&$ '(

• %a"ority of respondents opinioned that advertisement has no influence on

purchasing #$%$&$ '(

• %a"ority of the respondents noticed the advertisement on TM

• %a"ority of the respondents have new bike.

41



• %a"ority of respondents have an average opinion while comparing with its

/uality.

• %a"ority of the respondents dont find any depreciation for any parts

SU**&STIONS

• #amaha which is trying to build a brand new image of a high tech and stylish

brand of sports bikes should take appropriate steps to show it in their

showrooms

• The #amaha ads seen on electronic and print media are absolutely out of touch

with the Indian culture and thought process. #amaha has to change the ads

style.

• The Company should follow an aggressive selling concept $ non,aggressive

selling concept which is clearly visible in its advertising campaign which does

not hit on the customer rather aims to provide information in a subtle manner

42



• #amaha should maintain and produce the bikes in /uarterly or half yearly so

that customers can avail options

CONC)USION

#amaha made its initial foray into India in 6=>. Subse/uently it entered into

a 727"oint venture with the !scorts Jroup in 6==L. &owever in $ugust )776

#amahaac/uired its remaining stake as well bringing the Indian operations under its

completecontrol as a 677F subsidiary of #amaha %otor Co. td ;apan.India #amaha

%otor operates from its state,of,the,art,manufacturing units at 'aridabadin &aryana

and Sura"pur in 5ttar radesh and produces motorcycles both for domesticand e-port

markets. 8ith a strong workforce of )777 employees India #amaha %otor ishighly

customer,driven and has a countrywide network of over E77 dealers.The company

pioneered the volume bike segment with the launch of its 677 cc ),strokemotorcycle

+O 677. Since then it has introduced an entire range of ),stroke and E,stroke bikes in

43



India. resently its product portfolio includes Cru- <677cc@ $lba <67Lcc@and

Jladiator <6)cc@

$I$I)O*RA+HY

•

otler hilip A%anagement %anagementA $nalysis planningimplementation and control.

• $rmstrong Jary and otler hilip Arinciple of %arketingA.

• Sherlekar $.S. A%arketing %anagementA ublishing &ouse %umbai

)776.

introduction fz

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