group 7 final report.pdf

8/18/2019 Group 7 Final Report.pdf

1/38

Marketing Research

Project Report

A study on the Market share of Yamaha motorbikes and identifying measures to

increase the share in the Indian Market.

Under the guidance of

Dr. Shelendra Tyagi

LBSIM, New Delhi

Submitted By:

Group 7:

Manish Sharma (67)

Sidhant Mendiratta (77)

Sachit Malik (89)

Garima Kapoor (100)

Manish Sethi (113)


2/38

DECLARATION

We, the students of LBSIM (Group-7, Sec B- PGDM 2015-17) hereby declarethat this project report titled “A study on the Market share of Yamaha motorbikes

and identifying measures to increase the share in the Indian Market.”, in

Trimester-III of PGDM at Lal Bahadur Shastri Institute Of Management, New

Delhi, is an authentic record of our work which has been carried out under the

guidance of Dr. Shelendra Tyagi

Date: March 04, 2016

Place: Dwarka, New Delhi.


3/38

ACKNOWLEDGEMENT

Through this acknowledgment, we express our sincere gratitude to all those people whohave been associated with this assignment and have helped us with it and made it a

worthwhile experience.

First and foremost, we would like to thank to our supervisor of this project, Dr.

Shelendra Tyagi for his valuable guidance and advice. He inspired us greatly to work

on this project. His willingness to motivate us contributed tremendously to our project.

An honourable mention goes to our friends for their understandings and supports on us

throughout the completion of this project.

We also extend our thanks to the various people who have shared their opinions and

experiences through which we received the required information crucial for our report.


4/38

TABLE OF CONTENTS

CHAPTER

No.

TITLE

1 Industry Background

2 Literature Review

3 Research Design Methodology

5 Data Analysis

6 Findings and Recommendations

7 Limitations

8 Annexure

9 References


5/38

Automobile Industry Background

Indian Two-Wheeler Industry is the largest in the world as far as the volume of

production and sales are concerned. It had an annual production of 23.37 million

vehicles in FY 2014-15, following a growth of 8.68% over the last year.India is the

biggest two-wheeler market on this planet ,registering an overall growth rate of 9.5

percent between 2006 and 2014. The Two Wheelers segment, with 81 per cent market

share, is the leader of the Indian Automobile market, owing to a growing middle class

and a young population. Moreover, the growing interest of companies in exploring the

rural markets further aided the growth of the sector.The growth in Indian Motorcycle

Industry owed the most to a steep upsurge witnessed in the two-wheeler segment in

2014. The volume growth recorded in the 2014-15 fiscal year stood at a commendable

14.8 percent on a year-on-year basis. The 'Make in India' campaign of the Government

of India is also going to attract more foreign investment into Indian Two-Wheeler

Industry creating further growth opportunities in the coming years.

Two-Wheeler Market in India

Indian Two-Wheeler Market is noticing a continuous upsurge in demand and thus

resulting in growing production and sales volume. This owes a lot to the launching of

new attractive models at affordable prices, design innovations made from youth's’

perspective and latest technology utilised in manufacturing of vehicles. The sale of two-

wheeler products has increased substantially. The sales volumes in the two-wheeler

sector shot up from 15 percent to 24 percent between 2008-09 and 2013-14.

A considerable expansion was seen in the sales volume of the scooter segment during

2014-15 as far as the two-wheelers were concerned. The domestic motorcycle sales

volume moved up to 10 percent, whereas the scooter segment recorded a growth of

30.7 percent in sales volume. In the past 2-3 years, around a dozen new scooter brands

have been introduced in India. But the motorcycle segment lags behind in this regard.

This is due to the fact that the recently launched gearless scooters cater to the needs of

both men and women, while motorbikes are a segment preferred by men only.

The growth momentum is also propelled by the fact that the two-wheeler manufacturers

in India have understood the market’s needs and have been able to deliver as

expected. At the end of 2014, the global business involving two-wheeler designing,

manufacturing, engineering and selling was at an average of US$ 3.5 billion per

manufacturer. However, India's Hero MotoCorp - the world's largest two-wheeler

manufacturer and seller clocked an average of US$ 15 billion on the same lines.


6/38

Literature Review

Case Background Information

Yamaha made its initial foray into India in 1985. It, subsequently entered into a 50:50

joint venture with the Escorts group in 1996. In August 2001, Yamaha acquired its

remaining stake and became a 100% subsidiary of Yamaha Motor Co., Ltd, Japan

(YMC). In India, Yamaha has two 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.

Yamaha which once ruled the mind of Indian youth is now in dire straits. The company

which is the second largest motorcycle manufacturer in the world is having a market

share of 4-5% in the booming Indian two wheeler market which is growing at a rate of12-15%.

Yamaha is a performance bike manufacturer which recently celebrated its golden

jubilee of its existence. In India Yamaha was present in a joint venture with Escorts

which brought out the blockbuster Yamaha RX 100 and the cult Yamaha RD 350.

Yamaha and Hero Honda had during the late 80's beat the hell out of scooter

manufacturers, but Yamaha now has lost its edge. Yamaha broke the partnership with

Escorts and started its India operations as a 100% subsidiary of Yamaha Japan from

2001 onwards

Yamaha was not able to sustain the momentum it had generated during 1990's with

RX100. RX100 was a bike that had style and substance. The product was powerful,

gave no much problems and was embraced by the youth. But after the tight

environmental regulations introduced in 90's , RX100 had to be shelved. It was the

beginning of decline of Yamaha.

Yamaha was not able to bring out a blockbuster product in the recent past. There had

been a lot of product launches from Yamaha but nothing clicked. The reason being that

the company was focused on Utility segment ( true that money is there only in that

segment). Yamaha did not try to look at the changing profile of the Indian consumer.

Yamaha also thought that it had the same premium image in the mind of the customer .

It failed to realise that the brand equity has eroded because of failed product launches.

It had no product to showcase its superiority as a bike manufacturer. While Bajaj

demonstrated its arrival in to the bike segment with Eliminator and Pulsar, Yamaha still

tried its luck in the executive segment which was dominated by Splendor from Hero

Honda.


7/38

In order to break Splendor’s performance it had to build a brand in the premium

segment and using that image, try its luck in the mid segment. Bajaj launched Eliminator

to show the technical superiority. However, Yamaha failed to do that.

Rural Market Scenario

Yamaha was never a significant player in the rural market, despite of being second

largest bike manufacturer in the world. Rural market, despite of having around 50%

share in the overall sales of motorcycle industry, Yamaha never targeted it, which is

why they always lacked a personal touch to the Indian market. On the contrary, Hero

fully exploited this opportunity by understanding the expectations and demands of the

Indian consumers and is having the maximum market share in this segment with

products like Splendor, Passion, HF Deluxe, HF Dawn.

Product Launches

Yamaha tried to shock the market with a low priced Cruiser Enticer at an unbelievable

price of 49000 but the product failed because the company wanted to play the volume

game. Enticer could not sustain the huge initial it got because the market for cruiser was

only emerging and the product did not live up to the expectation.

Yamaha then launched Crux and Libero and Fazer in the mid segment but could not

set the market on fire. The company says that it is moving away from utility bikes to

performance bikes. The launch of Fazer was towards this direction. The product had an

unusual look hence failed to catch the imagination of Indian bike enthusiasts.

After this, the company tried to re-enter the market through R15 by tapping the younggeneration by posing stiff competition to Hero Honda Karizma ZMR and other premium

bikes under this segment but still it wasn’t able to gain the expected market share.

The figure shows the current market share scenario of all the major brands in the Indian

Automobile Two Wheeler segment


8/38

Management Decision Problem:

How can Yamaha increase its market share?

Marketing Research Objectives

1. To determine factors that influence two wheeler buying behaviour in Urban

Population.

Since customers have chosen to opt for other two wheeler brands over Yamaha, a

research on why the shift had happened would provide great insights on the mistakes

Yamaha is committing.

2. To determine factors that influence two wheeler buying decision for Rural

Population.

Since Yamaha has no product for the rural market, an analysis of whether a possible

product launch for the rural population boost its current market share.

3. To study demographic attributes influencing purchasing pattern of the

urban population.

4. To undertake competitive mapping of Yamaha to determine its positioning

in the market vis-a-vis its competitors.

Despite considerable investments made on marketing and launch of new products, not

many benefits have been reaped out of them. Therefore, a study to find out what lacks

in the current marketing plan would help us create a more effective marketing plan for

Yamaha.


9/38

RESEARCH DESIGN & METHODOLOGY

A. Research Methodology

- Exploratory Research: we would conduct unstructured pilot surveys at a few

Yamaha stores to gauge the key variables. We would also analyse secondary data

available by the Society of Indian Automobile Manufacturers, of which Yamaha is also a

member, and statistics available from sources like India Auto Report, and a study of the

reports publically available from research conducted by firms like KPMG.

- Pilot Surveys and Secondary research (Secondary Data Analysis) was carried

out to know about the attributes which affects the buying behaviour.

- Conclusive Research: Descriptive Research was done via questionnaires. Thiswould be different for Rural and Urban Population.

B. Measurement and Scaling:

For scaling and measurement, we would be using the itemized scale along with paired

comparison and rank-order in order to compare the characteristics of Yamaha two-

wheelers with others in the same segment, Commuter and Bikes. We would be

comparing different characteristics such as brand value, performance, style quotient,

comfort, physical appearance, price etc. that influence customer ’s decisions before

buying a bike. Itemized scaling - Likert scale would be most appropriate to be used in

the questionnaire.

C. Sampling Plan

Population Universe : All the present and prospective customers of Bikes and

Commuters, present customers would include MBA Students, individuals in nearby

localities,

Sampling Frame : All the people who would be visiting Yamaha, Honda, Mahindra and

TVS to enquire about the Bikes and Commuters.

Sampling Element : People visiting Yamaha stores near Dwarka.

Sampling Unit : MBA Institute, Yamaha Store and Localities.


10/38

We would be using non probability sampling method

Sample Size for Urban - 327

Sample Size for Rural - 75

S.D = 0.45, obtained using 20 responses from the Pilot Survey.

Tolerable error = 0.05

Z value at 95% Confidence interval = 1.96

Sample Size calculated = 311

Sampling Method: Quota sampling would be used wherein different quotas consist of

students, working professionals, Lower income people, rural customers etc. From the

quota, the sample elements would be selected on the basis of convenience.

D. Data Collection Methods

- Secondary data through auto reports published by reliable research conducting firms.

- Primary data collected through surveys.

E. Research Instruments

Questionnaires (through both printed and online methods) different for store employees,

bike owners(rural) and non-bike owners (rural and urban).

F. Data Analysis SPSS will be used to analyse the data collected.

- To study the various factors that influence customer buying decisions when it comes

to bikes, and to judge the ones that are most critical for urban and rural customers, we

would be doing Factor Analysis.

- Discriminant analysis to be done for urban customers to study their expectations

and how they differ according to the demographics of the customer.

- To study how Yamaha is currently positioned in the minds of the population as

compared to its competitors, we would do multidimensional scaling.


11/38

DATA ANALYSIS

➢ Demographics

1. Our study comprised of 327 respondents out of which 86% were male and therest were female.

2. The age of the respondents, as shown in the table below, has been divided into 4

categories with majority of the respondents belonging to the age group of 23-27.

This distinction will help us to know about the target age segment for Yamaha.

3. Under the survey conducted the majority chunk of students was, students

followed by private sector employees with average salary being 14531.19 and

average number of family members being 3.66.


12/38

➢ Brands Owned and Price Distribution with Power

The majority of the respondents owned a Yamaha bike (20%) followed by Bajaj and

Honda whereas the popular brand Hero had a share of only 14%.

Price Distribution with Power

Majority of the respondents owned a bike above 60,000Rs price category with 180cc

bikes being the most followed by 126 to 150cc, in 60,000Rs price category.


13/38

Purchasing a New Bike

41 % of the respondents were satisfied with their bikes whereas only 2% of them

disagreed, hence the existing users are not willing to switch to new bikes and hence

55% people are not willing to buy new bikes.


14/38

Pride Association

Around 68% of the respondents associate a sense of Pride in front of the society while

driving a bike.


15/38

➢ Variables influencing Buying Behaviour

After analysing the responses, the attributes that have a significant effect on the buying

behaviour came out to be power, engine capacity, brand followed by price of the bike.

Attributes like Family needs, Ease of Maintenance and Type of lights are also quite

significant.


16/38

SPSS ANALYSIS

➢ Multidimensional Scaling

Eigenvalues

Functio

n

Eigenval

ue

% of

Variance

Cumulativ

e %

Canonical

Correlation

1 .160a 70.4 70.4 .371

2 .056a 24.9 95.3 .231

3 .007a 3.3 98.6 .086

4 .003a 1.4 100.0 .056

a. First 4 canonical discriminant functions were used in the

analysis.

Wilks' Lambda

Test of

Function(s)

Wilks'

Lambda

Chi-

square

df Sig.

1 through 4 .808 347.546 28 .000

2 through 4 .937 106.501 18 .000

3 through 4 .990 17.137 10 .071

4 .997 5.033 4 .284

From the Wilks’ Lambda table, we can see that there are two significant discriminant

functions, i.e. having significance level less than 0.05


17/38

Standardized Canonical Discriminant Function Coefficients

Function

1 2 3 4

BrandName .983 .675 -.807 -.979

Price -.550 -.401 .117 .662

Mileage -.511 .157 .362 -.946

Ease of

Maintenance

-.327 .968 .558 .119

Appearance .478 -1.057 1.295 -.509

After Sales

Services

-.293 .297 -.360 .293

Engineering

Technology

.645 .013 -.506 1.472

On using the Wilks’ lambda table and the Standardized Canonical Discriminant Function

Coefficients table, we obtain the following perceptual map.


18/38

From the perceptual map, we can obtain the following findings:

1. Customers feel that Honda and Yamaha bikes have strong appearance.

2. Bajaj seems to be doing well with its post sales factors, like the after sales

services and ease of maintenance of the bike.

3. Hero bikes are easy to maintain

4. According to customers, none of the bikes seem to be doing good on technology,mileage and price.


19/38

Classification Resultsa

Bran

d

Predicted Group Membership Total

1 2 3 4 5

Origin

al

Cou

nt

1 132 87 54 27 27 327

2 42 123 78 42 42 327

3 45 54 177 24 27 327

4 57 108 63 66 33 327

5 45 120 72 36 54 327

% 1 40.4 26.6 16.5 8.3 8.3 100.0

2 12.8 37.6 23.9 12.8 12.8 100.0

3 13.8 16.5 54.1 7.3 8.3 100.0

4 17.4 33.0 19.3 20.2 10.1 100.0

5 13.8 36.7 22.0 11.0 16.5 100.0

a. 33.8% of original grouped cases correctly classified.

Hit ratio: 33.8%


20/38

➢ DISCRIMINANT ANALYSIS FOR THE URBAN POPULATION

Dependant variable: categorical

- Whether the respondent or any of his family member owns a bike.

Independent variables

- Age

- Income

- Number of family members

Output obtained:

Eigenvalues

Functio

n

Eigenvalu

e

% of

Variance

Cumulative

%

Canonical

Correlation

1 .098a 100.0 100.0 .299

a. First 1 canonical discriminant functions were used in the

analysis.

Wilks' Lambda

Test of

Function(s)

Wilks'

Lambda

Chi-

square

df Sig.

1 .910 30.386 3 .000


21/38

Canonical Discriminant

Function Coefficients

Functio

n

1

Age -.200

Income (per month) .000

Number of family

members

-.261

(Constant) 4.403

Unstandardized coefficients

Functions at Group Centroids

1. Do you or your

family member own

a bike?

Functio

n

1

0 -.508

1 .193

Unstandardized canonical

discriminant functions evaluatedat group means


22/38

Classification Resultsa

1. Do you or your

family member own a

bike?

Predicted Group

Membership

Total

0 1

Origina

l

Count 0 69 21 90

1 105 132 237

% 0 76.7 23.3 100.0

1 44.3 55.7 100.0

a. 61.5% of original grouped cases correctly classified.

Hit ratio: 61.5% suggests that 61% of the attributes that contribute towards buying

behavior in the motorbike industry have been covered namely age, income and number

of family members.

Discriminant equation obtained:

D = 4.403 -.200 * Age + 0.0008 * Income - .261 * Number of family members


23/38

➢ FACTOR ANALYSIS FOR URBAN CUSTOMERS

Rotated Component Matrixa A

Component

1 2 3 4

Brand .296 .868 .244 .189

Price .935 .225 .165 .112

Mileage .156 .832 .160 .129

Ease of

Maintenance

.915 .202 .101 .086

Appearance .268 .800 .151 .126

After Sales

Services

.768 .144 .072 .056

Technology .139 .129 .166 .829

Engine Capacity .125 .309 .383 .760

Power/BHP .119 .359 .414 .634

Electronic

Speedometer

.132 .120 .903 .199

Self Start .340 .309 .705 .070

Disk Break .147 .254 .766 .332

Color Availability .132 .135 .908 .191

Tyre Type -.001 .226 .258 -.255


24/38

Tail and Head

Lights

.296 .868 .244 .189

Family needs .935 .225 .165 .112

Ease of Riding .865 .167 .180 .085

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations.

Communalities

Initial Extracti

on

Brand 1.000 .937

Price 1.000 .965

Mileage 1.000 .759

Ease of

Maintenance

1.000 .895

Appearance 1.000 .750

After Sales

Services

1.000 .619

Technology 1.000 .750

Engine Capacity 1.000 .835

Power/BHP 1.000 .716

Electronic 1.000 .886


25/38

Speedometer

Self Start 1.000 .713

Disk Break 1.000 .782

Color Availability 1.000 .896

Tyre Type 1.000 .183

Tail and Head

Lights

1.000 .937

Family needs 1.000 .965

Ease of Riding 1.000 .817

Extraction Method: Principal

Component Analysis.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .898

Bartlett's Test of Sphericity Approx. Chi-Square 1571.738

df 171

Sig. .000


26/38

Component Score Covariance Matrix

Component 1 2 3 4

1 1.000 .000 .000 .000

2 . 000 1.000 .000 .000

3 . 000 .000 1.000 .000

4 000 .000 .000 1.000



The component score suggests the efficiency of a test which lies between 0-1

with the value of 1 suggesting a highly efficient factor analysis test.

Attributes Factor

Price, Ease of maintenance, AfterSales Services, Family Needs, Ease ofriding

(1). Convenience

Brand, Mileage, Appearance, Tail andHead Lights

(2). Look and feel

Electronic Speedometer, Self-Start,Disk Break, Color availability

(3). Value Added features

Technology, Engine Capacity, Power (4). Bike Performance

Unique attribute with no association to any factor: Tyre type

Mileage, though not a part of look and feel, is found to relate with that factor. It was

expected to relate to the bike performance factor.

➢ KMO-The value came out to be .898 which is greater than 0.5 implying that the

factor analysis technique used is appropriate.

➢ Bartlett test of Sphericity.


27/38

Hypothesis-The variables are uncorrelated i.e. r = 0

Since the value was less than the level of level of significance, we reject the hypothesis.

Thus, the variables are correlated.

➢ Eigen value of each factor was greater than 1 which means that each factor

represents at least one variable.

Observation

Hence from the factor analysis, all the 17 attributes are grouped into 4 salient factors

which together explain a total variance of 70.79%.

➢ FACTOR ANALYSIS FOR RURAL CUSTOMERS

Rotated Component Matrixa

Component

1 2 3

Head and tail light .810 .066 -.144

price .008 .651 .023

disk break -.100 .063 .735

power -.103 .016 .872

Speedometer .880 .036 -.124

Color .902 -.016 -.045

Mileage -.080 .734 -.048

appearance .866 -.046 -.100

technology -.132 -.090 .860

family needs .010 .804 .029

ease of riding -.173 .749 -.052

tyre type .802 -.023 -.005

after sales .098 .757 -.053

ease of maintainence .093 .486 .103

self start .901 .001 -.189

brand .931 -.011 -.099

engine -.126 .034 .828



a. Rotation converged in 4 iterations.


28/38

Attributes Factors

Tyre Type, Self-Start, Speedometer,Appearance, Tail and head Lights,Brand, Colour Availability

(1). Aesthetics

Price, Mileage, Family needs, Aftersales services, ease of riding

(2). Convenience

Engine Capacity, Power, Disk Break,Technology

(3). Bike Performance

Ease of maintenance qualified as a unique factor.


29/38

Findings and Recommendations

1. For Yamaha the respondents in the research perceived it as a top brand when it

comes to appearance, but it lacks behind in Price, Mileage, After Sales Services

and Ease of maintenance. While focussing on appearance, the other factors

calculated to be valuable by consumers should also be considered while

positioning itself to increase the market share.

2. For launching a new bike in the Urban region the factors which should be

carefully analysed and considered are Look and Feel, Value added features,

Convenience and Bike performance; which includes several attributes as

mentioned in the Factor Analysis

3. Similar to the Urban Region, the factors that should be considered in the Rural

region are Aesthetics, convenience and bike-performance, which should be

considered while launching any product in the Rural Region. With 50% of the

automobiles sales coming from this region, Yamaha should start tapping into this

along with the Urban region.


30/38

Limitations

Necessary precautions were taken in drawing meaningful inferences based on the data

gathered. Although extreme care was taken to the best of our knowledge, some findingsmay not be that accurate.

1. The most signified limitation has been the individuals involved in this study who hadlittle knowledge about the bike industry or its attributes.

2. The sample size selected for the survey was small as compared to large populationwhich makes it unrepresentative.

3. The most difficult limitation of this research is the limited amount of time in which thecollection of data and report analysis is to be done.


31/38

Annexures

Questionnaire for Urban

Survey on Two-wheelers, BikesWe are interested in understanding your opinion on Two Wheeler industry to analysehow people decide on buying a particular Bike.Your responses will be kept completely confidential and will only be available inaggregate form. We would appreciate your candid and honest answers to the surveyquestions.

The survey will take about 5 minutes to complete.

Thank you for your valuable time.

*Required1. Do you or your family member own a bike? *

o Yes

o No

2. If yes, which of the following brands does your Bike belong to? (If no,Please move to Question 6.)

o Yamaha

o Honda

o TVS

o Bajaj

o Hero

o Other:

3. What is the model of your bike?

4. Which price category does your Bike belongs to?

o Less than 30000

o 30001 - 40000

o 40001 - 50000

o 50001 - 60000

o 60001 and above


32/38

5. What is the engine capacity of your bike?

o Less than 100cc

o 100cc to 125cc

o 126cc to 150cc

o 151cc to 180cc

o Above 180cc

6. Rate the following attributes which influence/will influence yourpurchase decision towards Bike. ( 1 being the least important attribute and5 being the most important) *

1 2 3 4 5

Brand

Price

Fuel Efficiency (Mileage)Ease of Maintenance

Appearance

After Sales Services

Technology

Engine Capacity

Power/BHP

Electronic Speedometer

Self StartDisk Break

Color Availablity

Tyre type

Tail and Head lights

Family Needs

Ease of Riding

7. Rate Yamaha bikes on the following attributes. ( 1 being the leastsatisfactory attribute and 5 being the most) *

1 2 3 4 5

Brand

Price

Fuel Efficiency (Mileage)

Ease of Maintenance

Appearance


33/38

1 2 3 4 5


Technology

Engine Capacity

Power/BHP


Self Start

Disk Break

Color Availablity

Tyre Type


Ease of Riding

8. Rate Bajaj bikes on the following attributes. ( 1 being the leastsatisfactory attributes and 5 being the most) *

1 2 3 4 5

Brand

Price


Ease of Maintenance

Appearance


Technology

Engine Capacity

Power/BHP


Self Start

Disk Break

Color Availablity

Tyre Type


Ease of Riding

9. Rate TVS bikes on the following attributes. ( 1 being the leastsatisfactory attributes and 5 being the most) *

1 2 3 4 5

Brand

Price


34/38

1 2 3 4 5


Ease of Maintenance

Appearance


Technology

Engine Capacity

Power/BHP


Self Start

Disk Break

Color Availablity

Tyre Type


Ease of Riding

10. Rate Honda bikes on the following attributes. ( 1 being the leastsatisfactory attributes and 5 being the most) *

1 2 3 4 5

Brand

Price


Ease of Maintenance

Appearance


Technology

Engine Capacity

Power/BHP


Self Start

Disk Break

Color Availablity

Tyre Type


Ease of Riding

11. Rate Hero bikes on the following attributes. ( 1 being the leastsatisfactory attributes and 5 being the most) *


35/38

1 2 3 4 5

Brand

Price


Ease of Maintenance

Appearance


Technology

Engine Capacity

Power/BHP


Self Start

Disk Break

Color Availablity

Tyre Type


Ease of Riding

12. Do you feel your bike is value for money. *

o Strongly agree

o Agree

o Neutralo Disagree

o Strongly Disagree

13. Are you considering to buy another bike? *

o Yes

o No

14. For each of the following brands, please indicate how likely you are to

consider purchasing the Bike? * MostLikely

LikelySomewhat

LikelyNot Likely

Yamaha

Honda

Bajaj

TVS


36/38

MostLikely

LikelySomewhat

LikelyNot Likely

Hero

15. How strong is your bike a reason for your pride in front of your peers? *

o Very higho High

o Moderate

o Low

o Very low

Gender *

o Male

o Female

Age *

Occupation *

o Student

o Government Employee

o Private Sector Employee

o Business

o Housewife

o Other:

Income (per month) *

Number of family members *

Submit

Never submit passwords through Google Forms.


37/38

Questionnaire for Rural

1. Do you or any of your family member own a bike

2. If yes, which of the following brands does the bike belong to?

3. What is the model of the bike?

4. What price category does the bike belong to?

5. How did you get to know of the bike you own?

Word Of Mouth

Advertisements

Saw maximum People Driving it

6. Rate the following attributes which influence/will influence

your purchase decision towards Bike. ( 1 being the least

important attribute and 5 being the most important) *

Head and tail light

price

disk break

power

Speedometer

Colour

Mileage

appearance

technology

family needs

ease of riding

tyre type

after sales

ease of maintenance

self-start

brand

engine

7. are you satisfied with the bike you own: YES/NO

8. If no, what is the reason behind the dissatisfaction?

not value for money

not meant for the city to drive

doesn’t fulfil your family needs

high maintenance cost

dissatisfactory after sales service


38/38

References

http://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-

eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cms

http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360

http://www.business-standard.com/article/companies/yamaha-to-launch-a-

commuter-segment-product-next-year-115102701139_1.html

http://www.autocarpro.in/analysis-sales/india-sales-analysis-january-2016-10319

http://profit.ndtv.com/topic/yamaha-motor-india-sales
http://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.autocarpro.in/analysis-sales/india-sales-analysis-january-2016-10319http://www.autocarpro.in/analysis-sales/india-sales-analysis-january-2016-10319http://profit.ndtv.com/topic/yamaha-motor-india-saleshttp://profit.ndtv.com/topic/yamaha-motor-india-saleshttp://profit.ndtv.com/topic/yamaha-motor-india-saleshttp://www.autocarpro.in/analysis-sales/india-sales-analysis-january-2016-10319http://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cms

group 7 final report.pdf

Documents