ambadi project
TRANSCRIPT
“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
SKASC 2016
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.
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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
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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
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58%
42%
PREOWNED BIKESYES NO
Table No.: 4.1.14
HOW LONG HAVE BEEN USING YAMAHA BIKEDepartment of BBA CA 42
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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
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20%
30%
50%
DURATION OF USING THE YAMAHA BIKEBELOW 6 MONTH 6 MONTH-1 YEAR ABOVE 1 YEAR
Table No.: 4.1.15
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DAILY DISTANCE COVERED IN YAMAHA BIKE
DISTANCE COVERED DAILY
NO OF RESPONDENTS PERCENTAGE
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
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16%
38%
30%
16%
DISTANCE COVERED DAILYBELOW 25 KM 25-30 KM 50-70 KM ABOVE 70 KM
Table No.: 4.1.16
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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
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36%
40%
24%
MILEAGE OF THE BIKEBELOW 40KM/L 40-60KM/L ABOVE 60KM/L
Table No.: 4.1.17
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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
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36%
64%
MAINTENANCE PROBLEMYES NO
Table No.: 4.1.18
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AVAILABILITY OF SPARE PARTS
AVAILABILITY OF SPARE PARTS
NO OF RESPONDENTS PERCENTAGE
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
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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
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20%
40%
28%
4%8%
PERFORMANCE OF BIKEHIGHLY SATISFIED SATISFIED NEUTRALDISSATISFIED HIGHLY DISSATISFIED
Table No.: 4.1.20
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SATISFACTION LEVEL OF MAINTENANCE SERVICE PROVIDED BY YAMAHA COMPANY
SATISFACTION LEVEL OF MAINTENANCE SERVICE
NO OF RESPONDENTS PERCENTAGE
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
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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
NO OF RESPONDENTS PERCENTAGE
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
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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
NO OF RESPONDENTS PERCENTAGE
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
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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
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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.
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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.
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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.
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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.
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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
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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
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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
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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
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Department of BBA CA 73