Final Disertation of Sandip

A study of consumer behavior towards YAMAHA two wheelers
Chapter 1 NATURE AND SCOPE OF THE STUDY 1.1 Introduction
As a consumer we are all unique in nature and this uniqueness is reflected in our consumption pattern and process of purchase. A consumer is one who actually purchases a product or service from a particular organization or shop. Costumer is always defined in terms of a specific product of company. Behavior may be defined as any observable action (or reaction) of an organism. in a very broad sense, behavior can refer to any muscle movement, even within the body, even an electrical potential in the central nervous system, such as brain waves, can be loosely called behavior. Consumer behavior, also called as Consumer Psychology, is a branch of applied Psychology, marketing and Organizational Behavior. It examines consumers' decision making processes and ways in which they gather and analyze information from the environment. See the consumer behavior article for an overview. Consumer behavior is a multidisciplinary field which is integral to Industrial Psychology and aspects of household economy studied in microeconomics. Consumer behavior also means the actions shown by consumers while making decision to select household and consumer items. Consumer behavior provide us the various reasons why consumer are different from one another while buying product and services it is consider that we receive stimuli from the environment and the specifics of marketing strategies of different product and services by which consumer responds to the product and services or not to purchase. Consumer behavior is the study of when, why, how, and where people do or do not buy products. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to
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understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as a social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009). Belch and Belch define consumer behavior as 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'.' Now let us consider consumer behavior. Consumer behavior is combination of to words, Consumer: - Buyer + User Behavior: -Any observable action or reaction There are number of definition of consumer behavior given by number of author some of them are as below: Page 2

The behavior that consumers display in searching for purchasing, using, evaluating, & disposing of product, services, & ideas which they expect will satisfy their needs. Leon G. Schtffmon & Leslis lazar Kanuk Buying behavior is all psychological, social, & physical behavior of potential customer as they become aware of evaluate, purchase, consume, and tell other people about products and services. Webster Consumer behavior is the process where the individuals decide what, where, how & from whom to purchase goods & services. Walters & Paul The relevant internal psychological process that is associated with information search is perception. Perception is defined as The process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. At this time the consumer compares the brand and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumers evoked (consideration) set? Consumer evaluates alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The provision of credit or payment terms may encourage
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purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as cognitive dissonance. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. To manage the post-purchasing stage, it is of the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision. It is not affected by advertisement. Consumer behavior is influenced by: demographics, psychographics (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings. Consumer behavior concern with consumer need consumer actions in the direction of satisfying needs leads to his behavior of every individual depend on thinking process. Consumer behavior is influenced by: culture, sub-culture, locality, royalty, ethnicity, family, social class, reference groups, lifestyle, and market mix factors. Research means detailed study of a problem. Here, the details of the marketing problem are collected and studied, conclusions are drawn
and suggestions aremade to solve the problem quickly, correctly and systematicall y. In MR, specificmarketing problem is studied in depth by collecting and analyzing all relevant information and solution are suggested to solve the problem which may be related to consumers, product, market competition, sales promotion and so on.MR is special branch of marketing management. It is comparatively of recent in origin. MR acts as an investigative arm of a marketing manager. It suggests solution on marketing problem for the consideration and selection by a marketing manager. MR also acts as an important tool to study buyer behavior,
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changes in consumer life-style and consumption patterns, brand loyalty and forecast market changes. In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the one hand and sales promotion on the other hand. It is rightly treated as the soul of modern marketing management.
MR suggests possible solution on marketing problem to marketing manager for his consideration and final selection. It is rightly said that the beginning and end of marketing management is marketing research. It is primarily used to provide information needed to guide marketing decision, market mix. It acts as a support system to marketing management.
1.2 Characteristics of consumer behavior:Consumer behavior is very complex & dynamic in nature therefore it is constantly changing so there should be some measurements which will adjust with the changes. 1) Consumer behavior includes both observation physical activities, such as walking through the market to examine merchandise & activates such as forming attitudes perceiving material & learning to prefer particular brands. 2) Consumer behavior consists of the mental & physical activities which consumer undertakes to acquire goods services and obtain satisfaction from them. 3) The individual specific behavior in the market place is affected by internal factor such as needs, perceptions & attitudes, as well as by external or environmental influence such as family, social group, culture economics and business influences.
Understanding Consumer behavior can help the advertisers develop advertisement campaigns effectively. Consumer will pass through a series of steps
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before making a purchase decision. These steps include problem recognition, information search, alternative evaluation, purchase decision and post purchase evaluation. Problem recognition occurs when there is considerable difference between the actual states of affairs an desired of the consumer. The desired state of affairs refers to the way needs are actually met by the consumer. Problem recognition occurs either due to change in desired state, change in actual state or due to change in both the states. Change in desired state can due to reference groups and novelty seeking behavior of the consumers. Change in actual state of affairs can occur due to stock out situation arousal of needs, and post purchase evaluation. Change un both state can be occurred due to change in financial position of the customers, changes in family, changes in customers physical development. Thus the focus of advertisers at this stage is to create an also to make the customers relate the problem with the companys products. The next stop in the consumer buying process is information search. A consumer will search for information regarding solutions for the
problem recognized in the previous step. There are two types of searches that are performed by the consumer-internal and external search. In internal search a consumer will recall the brands that he knows while external search involves gathering information about solutions from various external sources. These sources include personal sources, market controlled sources, public sources and self experience sources. The intensity of external search depends on the motivation of the consumer to search. Another important psychological element that influences the consumer information search is process of perception. Perception is defined as a three-step process that involves selection, organization, and interpretation of the information of the information received in a meaningful way by consumer. At the information search stage the communication campaigns should be information in nature, so an advertiser provides information
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about the product and its attributes to consumers. This help in creating brand awareness and dispelling doubts regarding the product among consumers. The next step in the consumer buying process is evaluation of alternative on which the information is gathered. For evaluation, a consumer will not consider all brands available in the market. He will shortlist a set of choices on which evaluation is done. This is known as the evoked set. Evoked set can be defined as set of brands that a consumer will remember while making the purchase decision. It is more likely that consumer will choose a brand from the evoked set. Thus the focus of advertisers at this stage is to place the brand in the consumers evoked set, thereby increasing the probability of the consumer selecting the consumer towards the product. A positive attitude towards a particular brand will make a consumer consider that brand and a negative attitude towards it will result in rejection of brand. Thus, advertisers try to create a favorable attitude among consumers towards their brand. Multi-attribute models and decision rules will help the company in understanding the consumer attitudes. Purchasing decision is the next step in the consumer buying process. At this stage consumer will make a final decision regarding the brand to be purchased. A consumer will also decide about issues like where to buy and how much quantity to buy. Final step in consumer buying process is the post purchase evaluation. At this stage, the consumer will evaluate performance in terms of his expectations. If the product does not meet his expectation then he will experience cognitive dissonance. This can be reduced by running communication campaigns that reassure the consumer that his decision is right and creating positive image about brand. Apart from understanding the buying process, advertisers need to study the consumer learning process which has an influence on consumer buying behavior. The consumer learning is defined as the process by which individual acquire the purchase and consumption knowledge and experience they apply to future related
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behavior. Consumer learning can be explained using two theories- consumer learning theory and the cognitive learning theory. Thus understanding the consumer behavior will help the advertiser in understanding consumer needs, perception, and attitudes. Thereby, they can effective advertising strategies that can influence consumer behavior.
1.3 INCREASING NEED OF MARKETING RESEARCH 1) Growth and complexity of markets: - Markets are no more local in character. They are now national and even global in character. The
marketing activity is becoming increasingly complex and broader in scope as more firms operate in domestic and global markets. Manufactures find it difficult to establish close contact with all markets and consumers directly. Similarly, they have no control on the marketing system once the goods are sold out to middlemen. This situation creates new problem befor e the manufacturers which can be faced effectively
through MR as it acts as a feed-back mechanism to ascertain first hand information, reaction, etc. of consumers and middleman. Marketing activities can be adjusted accordingly. 2) Wide gap between producers and consumers:- marketing research is needed as there is a wide gap between producers and consumers in the present marketing system. Due to mass scale production and distribution, direct contact between producers and consumers. Producers do not get dependable information as regards needs, expectation and reactions of consumers; they are unable to adjust their products, packaging, prices, etc. as per the needs of consumers. The problem created due to information gap can be solved only through MR as it possible to establish contact with consumers and collect first hand information about their needs, expectation, likes, dislikes, preferences Thus, and special features
of their behavior.
MR is needed
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for removing the wide communication gap between consumers. 3) Changes in the composition of population and pattern producers and
of consumption: - In India, many changes are taking place in the composition of population. There is a shift of population from rural to urban areas. There have been considerable changes in theconsump tion and expenditure patterns of consumers in India. The incomes of the people, in general, are rising. This brings corresponding increase in their purchasing capacity and buying needs and habits. The demand for consumer durables is fast increasing. The market are now flooded with consumer durables like TV sets and so on. Manufacturers are expected to know such qualitative and quantitative changes in the consumer preferences and their consumption pattern. For achieving this objective, MR activities are necessary and useful. In brief, MR is needed for the study of changes in the pattern of consumption and corresponding adjustment in the marketing planning, policies strategies. 4) Growing importance of consumers in marketing: - Consumers occupy key position in modern marketing system. They are now well informed about market trends, goods available, consumer rights and protection available to them through consumer protection acts, the growth of consumerism has created new challenges before manufacturers and traders. Even growing customer expectations create situation when manufacturers have to understand such expectations and adjust the production policies accordingly. Indifference towards consumer
expectations may lead to loss of business. In the present marketing system, consumers cannot be taken for granted. Marketing research particularly consumer research gives valuable data relating to consumers. It is possible to use such data fruitfully while framing marketing policies. Thus, marketing decisions research activities. can be made pro consumer through marketing
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5) Shift of competition from price to non-price factors: - Cut-throat competitionisunavoidable in the present marketing field. Such competition may be due to various factors such as price, quality, and packaging, advertising and sales promotion techniques. Entry of new competitors creates new problems in the marketing of goods and services. In addition, market competition is no more restricted to price factor alone. There are other non-price factors such as packaging, branding, after-sales and advertising which create severe market competition. Every producer has to find out the extent of such non-price competition and the manner in which he can face it with confidence. MR is needed as it offers guidance in this regards. A manufacturer can face market competition even by using certain non-price factors. The shifting of competition from price to nonprice factors has made marketing of consumer goods more complicated and challenging. This challenge can be faced with confidence by using certain measures through marketing research. 6) Need of prompt decision making: - In competitive marketing, marketing executive have to take quick and correct decision. Companies have to developandmarketnew products more quickly than ever before. However, such decision is always difficult.Moreover, wrong decisions may bring los s to the organisation. For correct decisionmaking, marketing need reliable data and up to date market executive Here,
information.
MR comes to the rescue of marketingmanager. Problems in marketing are located, defined, analyzed and solved through MR techniques. This suggests its need as a tool for decision making. MR is needed as a tool for reasonably accurate decision making in the present highly competitive market system.
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1.4 Scope of study: 1. It will help to study the consumer behavior to make changes in the Yamaha bikes. 2. It will help to find out role of advertisement in customer buying decision. 3. It will help to study the consumer behavior to make advertising strategies for new product.
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Chapter 2 LITERATURE REVIEW 2.1 Review of Literature Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on anumber of both psychological and physical variables which correlate withsatisfacti on behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have
andother products against which the customer can compare the organization's produ cts.Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement. These ten domains of satisfaction include: Quality, Value,Timeliness, Efficiency,Ease of Access, Environment, Interde partmental Teamwork, Front line Service Behaviors, andCommitment to theCustom er and Innovation. These factors are emphasized for continuousimprovement and
organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. The basis for the measurement of customer satisfaction is by
usingthegap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap"which is objective and quantitative in nature customer satisfaction equals perc eption of performance divided by expectation of performance. Marketers in recent times have realized the importance of marketing orientation,
and this is being reflected in the application of marketing mix elements. Consumers needs are fundamental to the formulation of any marketing strategy, from developing a communication plan. It may be worthwhile to explore the intricate aspects of consumer satisfaction level which focuses on consumer needs. These concepts enable marketers to analyze the acceptability of strategies planned by them. Even though we cannot know everything that is to be known, we do need some in depth knowledge about the consumers, starting with
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who is he. Is there a real Indian customer or there is a set of stereotype. All the conventional wisdom in market research tends to favor the view that that there are distinct types, and we need to isolate them according to some parameter and label them. Customer satisfaction as the key element for success in business is a major concern for any industry. In this paper I have tried to propose a how customer satisfaction level can affect the performance of an
organization.Customer satisfaction, a business term, is a measure of how products a ndservices supplied by a company meet or surpass customer expectation. It is seenas a key performance indicator within business and is part of the 4perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete f or customers, customer satisfaction is seen as a keydifferentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
2.2 Measuring customer satisfaction Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the market place.
2.3 Selecting Target Market A review of marketing opportunities often helps in identifying distinct consumer segments with very distinct wants and needs. Identifying these groups, learning how they behave and how they make their purchase decisions enables the marketer to design and market products or services particularly suited for their wants and needs.
Based on earlier done research following conclusion were drawn aboutYama ha as a Brand in two wheeler industry: Yamahas objective It produces bikes that have speed and power irrespective of the mileage.
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Customers age 22-25 years. Income group -Upper middle class and high class Profession Students and young executives Prime focus Style Performance Value of money Based on earlier research done Hero Honda, Bajaj Auto and Enfield motorcycle shave come out tops in the customer satisfaction ratings in the 2007 TNS Motorcycle Total Customer Satisfaction Study conducted by TNS Automotive. The study says that newly launched motorcycles including the Splendor NXG and CBZ Extreme from Hero Honda, Discover 135 from Bajaj Auto and Bullet 350from Enfield have been ranked highest in their respective segments. The study was conducted by compiling responses of more than 7,000 new motorcycle buyers as regards the performance of more than 50 models across parameters like sales satisfaction, product quality, motorcycle performance and design, after-sales service, brand image, and cost-of-ownership. The index score provides a measure of satisfaction and loyalty that a given modular brand enjoys among its customers. The study also found that the expectation of the buyer of standard motor cycles (entry level bikes) has gone up from the previous level, now the buyer also expects similar attention and commitment as the buyer of higher value bikes. Styling of the bikes in executive segment is gaining importance in overall customer satisfaction. In transacting with the service dealer, competitive pricing and explanation have gained importance as well as have high impact on retention. For the upper executive segment latest technology and style have gained importance. Explanation of feature and benefit gained in terms of stated importance while Salesperson knowledge impacts largely on retention. Premium segment buyers are at the center of focus for all of the manufacturers that have
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educated the customer and empowered him to buy consciously after comparing all the options, now he expects manufacturers to give him the best technology, he questions salesperson and look for the best financing options available and demands quick service. For future purchases the preference for motorcycles with high engine capacity (150cc and above) is seen in all four regions of the country however it is almost70% in south closely followed by west. Across the country, close to 24% of current motorcycle owners intend to upgrade to a four-wheeler as their next vehicle. The propensity to upgrade to a car is higher in the north as compared to other parts of the country.
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Chapter 3 COMPANY PROFILE
3.1 About Yamaha motor India sales Pvt. Ltd.
Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake as well, bringing the Indian operations under its complete control as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan.India Yamaha Motor operates from its state the-art manufacturing units at Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export markets. With a strong workforce of 2000 employees, India Yamaha Motor is highly customer-driven and has a countrywide network of over 400 dealers.
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The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-strokeand 4-stroke bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and Gladiator (125cc), and YZFR15 (150cc). 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". Yamaha committed to: Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA products, focusing on serving our customer where Yamaha can build
longterm relationships by raising their lifestyle through performance excellence, p roactive 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 Yamahaintend to develop them to achieve international level of professionalism w ith progressive career development. As a good corporate citizen, Yamaha 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.
Customer #1 Yamaha put customers first in everything Yamaha do. Yamaha take decisions kee ping thecustomer in mind.
Challenging Spirit Yamaha strive for excellence in everything Yamaha do and in the quality of goods & services Yamaha provide. Yamaha work hard to achieve what
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Yamaha commit & achieve results faster than our competitors and Yamaha never give up. Team-work Yamaha 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 Yamaha are honest, sincere, open minded, fair & transparent in our dealings. Yamaha actively listen to others and participate in healthy & frank discussions to achieve the organization's goals.
3.2 Manufacturing Process: IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at Faridabad (Haryana) and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha Plants. The infrastructure at both the plants supports production of motorcycles and it's parts for the domestic as well as oversees market. At the core are the 5-S and TPM activities that fuel our agile Manufacturing Processes. Yamaha have In-house facility for Machining, Welding processes as well as finishing processes of Electro plating and Painting till the assembly line.
The stringent Quality Assurance norms ensure that our motorcycles meet thereput ed International standards of excellence in every sphere.As anEnvironmentally sensitive organization Yamaha have the concept of "Environment-friendly
technology" ingrained in our Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain water Harvesting mechanism, a motivatedforest ation drive. The IS0-14001 certification is on the anvil - early next year. Allour endeavors give us reason to believe that sustainable development for Yamaha will not remain merely an idea in pipeline. Yamaha believe in taking care of not only Your Motoring Needs but also the needs of Future Generations to come.
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3.3 Corporate Philosophy: For society, for the world Yamaha works to realize Our corporate mission of realizing Kando Yamaha Motor is a company that has worked ever since its founding to build products defined by the concepts of high-quality and highperformance andlight weight and compactness as Yamaha have continued to develop new technologies in the areas of small engine technology and FRP processing technology as well as control and component technologies. It can also be said that our corporate history has taken a path where people are the fundamental element and our product creation and other corporate activities have always been aimed at touching peoples hearts. Our goal has always been to provide products that empower each and every customer and make their lives morefulfilling by offering greater speed, greater mobility and greater potential.Sai d in another way, our aim is to bring people greater joy, happiness and create Kando in their lives. As a company that makes the world its field and offers products for the land, the water, the snowfields and the sky, Yamaha Motor strives to be a company that offers new excitement and a more fulfilling life for people all over the world and to use our ingenuity and passion to realize peoples dreams and always be the ones they look to for the next Kando.
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3.4 Hierarchical Structure
Top Management
Managing Director and CEO Senior Vice President Vice President
Senior Management
Associate Vice President Chief General Manager General Manager
Middle Management
Deputy General Manager Chief Manager Manager
Operational Staff
Assistant Manager Senior Superintendent Senior Officer Officer Assistant Officer
3.5 Industry profile

The Indian automotive industry consists of five segments: commercial vehicles; multi-utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With 5,822,963 units sold in the domestic market and 453,591 units exported during the first nine months of FY2005 (9MFY2005), the industry (excluding tractors) marked a growth of 17% over the corresponding previous. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties.
Yamaha R-1
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Two-wheelers: Market Size & Growth In terms of volume, 4,613,436 units of two-wheelers were sold in the country in9MFY2007 with 256,765 units exported. The total two-wheeler sales of the Indian industry accounted for around 77.5% of the total vehicles sold in the period mentioned.
Demand Drivers: The demand for two-wheelers has been influenced by a number of factors over the past five years. The key demand drivers for the growth of the twowheeler industry are as follows: Inadequate public transportation system, especially in the semiurban and rural areas; Increased availability of cheap consumer financing in the past 3-4 years; Increasing availability of fuel-efficient which creates a and lowneed for
maintenance models; personal transportation;
Increasing urbanization, Changes in the
demographic profile;
Difference between two-wheeler and passenger car prices, which makes twowheelers the entry level vehicle;Steady increase in per capita income over the past five years; and Increasing number of models with different features to satisfy diverse consumer needs. While the demand drivers listed here operate at the broad level, segmental demand is influenced by segment-specific factor.
3.6 YAMAHA PRODUCTS Yamaha Motor Company Limited A Japanese motorized vehicle-producing company (whose HQ is at 2500 Shingai, Iwata, Shizuoka), is part of the Yamaha Corporation. After expanding Yamaha Corporation into the world's biggest piano maker, then Yamaha CEO Genichi Kawakami took Yamaha into the field of motorized vehicles on July 1, 1955. The company's intensive research into metal alloys for use in acoustic pianos had given Yamaha wide knowledge of the making of lightweight, yet sturdy and reliable metal constructions. This knowledge was easilyapplied to the making of metal frames and motor parts for motorcycles. Yamaha Motor is
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the world's second largest producer of motorcycles (after Honda). It all
also produces many other motorized vehicles such as
terrain vehicles, boats, snowmobiles, outboard motors, and personal watercraft. The Yamaha corporate logo is comprised of three tuning forks placed on top of each other in a triangular pattern. In 2000,ToyotaandYamaha Corporation made a capital alliance where Toyota
paidYamaha Corporation 10.5 billion yen for a 5 per cent share in Yamaha Motor Company while Yamaha and Yamaha Motor each bought 500,000 shares of Toyota stock in return.
3.7 RACING HERITAGE Yamaha has a long racing heritage where it has had its machines and team win many different competitions in many different areas, for example both road and off road racing, also Yamaha has had great success with riders such as Bob Hannah, Heikki Mikkola, Kenny Roberts, Chad Reed, Jeremy McGrath, Stefan Merriman, Wayne Rainey, and the latest, Valentino Rossi. Yamaha is known to
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those who are older in age as the designer of the modern motocross bike, as they were the first to build a production mono-shock motocross bike (1975 for 250 and 400, 1976 for 125) and one of the first to have a water-cooled motocross production bike (1981, but 1977 in works bikes).Since 1962 ,Yamaha produced production road racing grand prix motorcycles that any licensed road racer could purchase. In 1970, Non-factory "privateer" teams dominated the 250cc World Championship with Great Britains Rodney Gould winning the title on a Yamaha.
3.8 MOTORCYCLE MODELS Yamaha has made an extensive number of two- and four-stroke scooters, on-road and offover
road motorcycles. TheYamaha XS 650, introduced in 1970, was such an whelming success that it crippled the British monopoly of vertical twin motorcycles.
ELECTRICAL VEHICLES
MOTORCYCLES
Yamaha Alba Yamaha Frog Yamaha Libero Yamaha Gladiator Yamaha Mest Yamaha Eccy Yamaha Passol Yamaha EC-02 Yamaha Passol-L Yamaha Yz85 Yamaha V-Star Yamaha YZF-R1 Yamaha FZ1
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MOPEDS
Yamaha PAS( Nickel metal hydridebattery) PAS Lithium (Lithium ionbattery) PAS Business (Ni-Cd battery) Yamaha YQ50 Aerox R Yamaha Jog Yamaha Jog R Yamaha Neo's Yamaha BW'S Yamaha Morphous Yamaha XF50X(C3/Vox/Giggle) Yamaha FS1 (Yamaha FS1E) Yamaha Lagend Yamaha DT50 Yamaha TZR Yamaha QT50
GOLF CARTS Yamaha G1 Yamaha Drive
3.9 MARKET CHARACTERISTICS Demand segmental classification and characteristics The three main product segments in the two-wheeler category are scooters, motorcycles and mopeds. However, in response to evolving
demographics and various other factors, other sub segments emerged, viz. scoot erettes, gearless scooters, and 4-stroke scooters. While the first two emerged as a response to demographic changes, the introduction of 4-stroke scooters has followed the imposition of stringent pollution control norms in the early 2000. Besides, these prominent sub-segments, product groups within these subsegments have gained importance in the recent years. Examples include 125cc
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motorcycles, 100-125 cc gearless scooters, etc. The characteristics of each of the three broad segments are discussed in 3.10 TRENDS IN THE TWOWHEELER INDUSTRY Companies raising capacity to meet the growing demand All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML, YMIL, TYS, HMSI and others, have increased their manufacturing capacities in the recent past. Most of the players have either expanded capacity, or converted their existing capacities for scooters and mopeds into those for manufacturing motorcycles. The move has been prompted by the rapid growth reported by the motorcycles segment since FY1995.
Niche markets also witnessing intense competition: A significant trend witnessed over the past five years is the inclination of Consumers towards products with superior features and styling. Better awareness about international models has raised expectations of consumers on some key attributes, especially quality, styling, and performance. High competitive intensity has prompted players to launch vehicles with improved attributes at a price less than the competitive models. In an effort to satisfy the distinct needs of consumers, producers are identifying emerging consumer preferences and developing new models. For instance, in the motorcycles segment, motorcycles with engine capacity over 150cc, is a segment
that has witnessed significant new product launches and hence, become morecom petitive. The indigenously launched Pulsar 150 had met with success on its launch and thereafter, a host of models have been launched in this segment by various players. While Bajaj Auto launched the Pulsars (180 cc, 200cc and 220cc) with digital twin spark technology (DTSFi) that offers a powerful engine and fuel efficiency of 125 cc models. Moreover, in the recent past, the motorcycle segment has witnessed launch of vehicles with higher engine capacity (higher than 150cc) and power (higher than 15bhp). These include models such as Bajaj AutoEliminat or and Royal Enfield's Thunderbird followed by HHML's Karisma andYamaha R15 and other sports bikes. The products in this segment cater for
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styleconscious consumers. Quite a few players are developing models combiningf eatures such as higher engine capacity", optimum mix of power and performance, and superior styling. However, the extent of shift to these products would dependon the positioning of such products in terms of price.In the scooters segme nt, the market for plastic-bodied variomatic scooterscontinues to witness growth in the scenario of overall decline in scooter volumes. Higher volumes and growth are especially true for certain scooter models, such as Honda Activa, that brought in new technology (besides variomatic transmission) to further differentiate themselves. Thus, the need to differentiate and create
a nichehas led to companies strengthening their research and development (R&D) capabilities and reducing the development time for new models.
3.11 INCREASING FOCUS ON EXPORTS: For the first nine months of FY2007, two-wheeler exports increased by 37% over the corresponding previous, led mainly by motorcycles even as exports of other two-wheelers were healthy. While motorcycle exports increased by 40%, scooter and moped exports increased by 29% and 27% respectively. Motorcycle exports by Bajaj Auto, HHML and TVS have reported a robust growth in FY2007 and are expected to increase further in the medium term. Although the Indian two-wheeler manufacturers have forayed on their own in their target export markets, there have been instances of tie-ups with the technology partners. Bajaj Auto's tie-up with Kawasaki to jointly market Bajaj products in Philippines is a case in point. Under the tie-up, M/s Kawasaki Motors Philippines Corporation has been appointed as exclusive distributors to market select Bajaj two-wheelers that include Byk, Caliber 115 and Wind 125. These vehicles are being sent to Philippines in the completely built unit (CBU) form. Other strategy of expanding international presence considered by few players is that of setting up assembly lines in select South East Asian countries either on their own or
in partnership with local players. Besides, plans of select overseas technology part ners to source from their Indian partners and plans of global majors to develop
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their Indian manufacturing unit as a sourcing hub may also lead to increase in two-wheeler exports from India. 3.12 SWOT ANALYSIS Strengths: Yamaha Motor products extend from land to sea and even into the skies, withmanufacturing and business operations that include everything fromm otorcycles, PSA electrohybrid bikes, marine and power products to automotive engines. Continuously does product improvement in accordance with demanding customers. The distribution network of Yamaha Motors is very wide and spread across the country. Probably the best in terms of R&D facility. Has great brand name and commands lot of respect among bikers community. Weakness: Narrow product line in terms of motorcycles. Yamahas strategy for Indian market was on right alleyway, but somewhere down the lane, they are still relying on conventional model which no longer in use. Yamaha despite the promise has failed to deliver and is still an underdog in the race to top. A series of unsuccessful and flop bikes have eroded the legacy of RX100 andRD350.
Opportunities: The motorcycle market has been growing at a phenomenal rate and there has been a shift in the consumer preferences from 2 stroke bikes. Yamaha motors have recognized this and are bringing out new models of 4 stroke bikes quite regularly to cater the needs of the customers.
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Consumers have become technology conscious and Yamaha Motors have best R&D facilities. So they can tap new costumers with innovative technology in motorcycle design and manufacturing. There lies lot of potential in 150cc and above segment and Yamaha has not made enough inroads in this segment. Threats: Continuous divisions of customer segment have made conventional bikes which was the strength of Yamaha motors. Constant demand for price reduction from customers. Bajaj Auto and TVS have taken large part of the market share from Yamaha. Growing competition in the industry, both in the terms of new models and price undercutting, too is a matter of concern as both the sales realization and operation margins may come under pressure.
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Chapter 4 RESEARCH METHODOLOGY
Research in common parlance refers to search for knowledge. Research is anacademic activity and as such it is used in a technical sense. According to CliffordWoody, research comprises defining and redefining problems, formulatin ghypothesis or suggesting solutions, collecting, organizing and evaluating data,
making deductions and research conclusions to determine whether they fit the formulating hypothesis.
4.1 Objectives of the study: 1. The research encompasses the primary objective of comparison and analysis of Yamaha bikes with respect to other brands prevailing in the market i.e. Hero Honda, Honda, Bajaj, TVS and Suzuki. 2. The primary aim is to interpret the satisfaction level of customers using Yamahas bikes and to find out the areas in which it needs to improve to develop a better perception in the mind of its customers. 3. It entails as to suggest Yamaha how to become a no. 1 customer oriented company. 4. To go in detail, the research includes the study of comparative satisfaction level of customers using different bike brands; the various areas w here competitors supersede and the areas where the competitors lack. 5. Furthermore the research aims to find out the relative market capitalization of Yamaha in the two wheeler industry and to suggest some concrete and absolute measures to give a rise to its share in the two wheeler segment.
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4.2 Research Design: A Questionnaire is used to do the research Exploratory Research design Focus Group Primary data analysis
4.3) Data collection: Data means information required in the research. There are two types of data sources, which have been helpful to carry out the research these are as follows: Primary data Primary data are those, which are collected a fresh and for the first time. Primary data was collected through questionnaires & Interview schedule. Secondary data Secondary data are those, which have already been collected by publication of Governments, Periodicals of organization, newspaper, books, & internet etc.
Questionnaire The questionnaire is one of the many ways through which data can be collected. Questionnaire is widely used by researcher to collect information on related study. Questionnaire is a method of getting data about respondent by asking them than by observing and sampling their behavior. Questionnaire should be standardized, its anonymity can be assured and questionnaire should be design to meet the simple and native language to allow the use of large sample. Sampling Universe The first step in devolving any sample design is to clearly define the set of objects, technically called the universe.
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Sample universe includes users of Yamaha bikes. Sample Technique Sampling technique used for selection of sample non-probability, Convenience sampling technique. A convenience sample is that where the sample is selected, in part or only a limited attempt, to ensure that this sample is an accurate representation of some larger group of population. The classic example of convenience sample is standing at shopping mall and selecting shoppers as they walk by to fill out a survey. A convenience sample chooses the individuals that are easiest to reach or sampling that is done easy. Hence, convenience sampling was used for the research. Sample Size This refers to the number of item to be selected from the universe to constitute a sample. The sample size is 100 users of edible oil. These users are the families. 4.4) Limitation: The limitation of this study is that sometimes the male or female respondents may not give the proper and correct information. 1. Research was limited to only two wheeler motorcycle industry. 2. Research was restricted to Amravati only. 3. Research was limited to 100 respondents only. 4. Since it is limited only to two wheeler motorcycle industry so the entire customer satisfaction level while and after purchasing a product cannot be projected on this research. 5. Sometimes it was very difficult to get the necessary information as filling the questionnaire required time. 6. Research could have been wider in scope if along with customer satisfaction level consumer behavior pattern was also studied.
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Chapter 5 DATA INTERPRETATION
The data analysis portion is the backbone of any primary or secondary research. There are various tools of data analysis that helps the researcher to interpret his data into final results. The data collected in this research was analyzed using the most effective tool of market research i.e., SPSS (Statistical package for social sciences)
Table no 5.1 Table showing customer Attitude towards Yamaha motor bike
Respondent Male Female
Percentage 99 1
Fig no 5.1 Graphical representation
Percentage
100 80 Axis Title 60 40 20 0 Percentage Male 99 Female 1
Interpretations: From the above data it can be reflected that 99.00% male has been preferably to motor bike and rest of female prefer than.
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Table no 5.2 Table showing Respondents attitudes towards Yamaha motor bike
Respondent Married Unmarried
Percentage 15 85
Percentage
Married Unmarried
15%
85%
Interpretation: From the above data it can be reflected that, 85% unmarried people attitude towards motor bike whenever rest of 15% married people attitude towards motor bike.
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Table no 5.3 Table showing Age group of consumers towards Yamaha motor bike
Age Group 18-25 25-35 35-45 Above 45
Percentage 65 20 10 5
Percentage
Above 45
35-45 Percentage 25-35
18-25
0%
20%
40%
60%
80%
100%
Interpretation: From the above data it can be reflected that, 65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of agegroup of 35-45 and the rest of age group above 45 years old.
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Table no 5.4 Table showing Professionally/Occupationally consumer attitude towards motor bike
Profession Student Service Business Self Employed Others
Percentage 45% 40% 5% 5% 5%
Percentage
Student Service Business Self Employed Others
5%
5%
5%
45%
40%
Interpretation: From the above data it can be reflected that, Occupationally and professional the motor bike has been used i.e. 45% preferred bystudent, in the service level it is used 40% and the rest of used in business, self employed and for other purposes used.
Page 35

Table no 5.5 Table showing Income wise customer attitudes towards Yamaha motor bike
Income 10000-15000 15000-20000 20000-50000 50000-100000 Above 100000
Percentage 35 40 15 5 5
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
35
40
15
Percentage
Interpretation: Form the above data it can be reflected that, In the base of economically, it is used in the base of income i.e. 35% of income group10,000-15,000, 40% of 15,000 - 20,0000, 15% of income group of 20,000-50,000 andrest of used in the rarely above income of 50,000
Page 36

Table no 5.6 Table showing Competitors bike company mostly like by consumers
Company Hero Honda Bajaj Yamaha TVS Honda
Percentage
45 40 35 30 25 20 15 10 5 0 Hero Honda Bajaj Yamaha TVS Honda
Percentage
Interpretation: From the above data it can be reflected that, 40% motor bike company and its models liked by people of Hero Honda, secondposition of Bajaj and third position of Yamaha and rest of TVS and other companies
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Table no 5.7 Table showing Customers satisfaction towards Yamaha Bikes
Satisfied Yes No
Percentage 99 01
Percentage
Percentage
99
Yes
1 No
Interpretation: From the above data it can be reflected that, Approximately 100% customer satisfaction level of motor bike products and a rarely can say that no comments about it.
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Table no 5.8 Table showing Customers generally adopted bikes by
Quality Speed Power/BHP Mileage Design Brand Pick up Color Comfort
Percentage 40 05 30 05 05 02 05 08
Percentage
Speed Power/BHP Mileage 5% 8% 40% Design Brand Pick up Color Comfort
5% 5%
2%
30%
5%
Interpretation: From the above data it can be reflected that, 65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age group of 35-45 and the rest of age group above 45 years old.
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Table no 5.9 Table showing People know about the bike
Sources TV Newspaper Friends Product Show Family Test ride Internet Hoardings
Percentage 35 15 12 10 08 02 10 08
Percentage
40 35 30 25 20 15 10 5 0 Percentage
Interpretation: From the above data it can be reflected that, the aware and know about motor bike products about 35% by TV channels, 15% newspapers / magazines, 12% by friends, 10% by product show, 10% through internet, 8% by family and others through test riding and hoardings.
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Table no 5.10 Table showing Reason for riding the bike
Reason Passion
Percentage 30
Self Satisfaction 08 Cruising/ drive Show off Commuting Power 02 20 10 long 30
Percentage
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Percentage
Interpretation: From the above data it can be reflected that, the most important things to likewise any brand of motor bike through company, brand, passion and fashion, satisfaction and comfortability i.e. in the base of passion30%, long drive 30%, commuting 20% and power 10% and the rest of others.
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Table no 5.11 Table showing for Whom Consumers Purchase Bike
For Whom Family Yourself Son Girlfriend
Percentage
Family Yourself Son Girlfriend
10% 40%
20%
30%
Interpretation: From the above data it can be reflected that, the common factor which is the bike has been purchased somehow the main aim to factorize the commit for family, self, son or daughter and others. Firstly, 40% of bike has been purchase having in the mind of family commit, self 30%, 20% for son and 10% for others.
Page 42

Table no 5.12 Table showing Reason for Purchasing Yamaha Bike
Reason Brand Value Design Publicity Scheme Gift
Percentage
Percentage
80
5 Brand Value Design
14 Publicity 0 Scheme 1 Gift
Interpretation: From the above data it can be reflected that, the bike has purchased according to brand value, design, publicity and others base. The
common factor, in the present firstly brand value is the main factor i.e. 80%people has been purchased any motor bike and 14% has been purchased having the main factor of publicity.
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Table no 5.13 Table showing Brakes types most likely by customers
Brakes Disk Brakes Drum Brakes
Percentage 85 15
Percentage
Drum Brakes 15%
Disk Brakes 85%
Interpretation: From the above data it can be reflected that, the main factor is used for customer favorably through disc brake and drum brake. It is 80% used disc brake and rest of used drum brake.
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Table no 5.14 Table showing Wheels type attracted to customers
Wheels Spoke Wheel Alloy Wheels
Percentage 20 80
Percentage
90 80 70 60 50 40 30 20 10 0 Spoke Wheel Alloy Wheels Percentage
Interpretation: From the above data it can be reflected that, the main attraction through spoke wheels and alloy wheels, i.e. is 80% customers preferred to alloy wheels and rest of preferred to spoke wheels
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Table no 5.15 Table showing Experience of the consumers
Experience Good Excellent Satisfactory Not good
Percentage
80 70 60 50 40 30 20 10 0 Good Excellent Satisfactory Not good Percentage
Interpretation: From the above data it can be reflected that, in the most preferred through experience i.e. the good, and excellence and satisfactory based. In the survey it has been found that 75% excellence and 20% has been telling about with good theme.
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Table no 5.16 Table showing Customers attitudes towards servicing of motor bike
Attitude Showrooms Road Mechanic
Percentage 95 05
Percentage
Showrooms Road Mechanic
5%
95%
Interpretation: From the above data it can be reflected that, the main important thing that the motor bike servicing factor where it will be better do for that. 95% customers attitude towards servicing of motor bike in showroom and rest of road mechanic.
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Table no 5.17 Table showing the customers attitude towards get the full value of money with the product Attitude Yes No Percentage 100 00
Percentage
Percentage
100
Yes
0 No
Interpretation: From the above data it can be reflected that, 100% customers attitude has been found towards full value money has taken over all the products.
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Table no 5.18 Table showing Customer attitudes towards the feeling about dealer services represents the current brands. Dealer Service Extremely Well Average Well Average not very well Not well at all Percentage 45 50 05 00
Percentage
50 45 40 35 30 25 20 15 10 5 0 Extremely Well Average Well Average not Not well at all very well
Percentage
Interpretation: From the above data it can be reflected that, yes, 50% customers has been highlight about brands and can have very well whenever 45% extremely well and rest of average.
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Chapter 6 FINDINGS, SUGGESTIONS & CONCLUSIONS
6.1 Findings 1. Customers are generally satisfied with attitude of dealers at the time of sales. 2. Every brand of bikes has a poor response in terms of sales follow up. 3. Hero Honda is the most famous brand. 4. Favored bikes in todays date are Hunk Pulsar Apache 5. Customers stress on quality as complimentary to looks. 6. Mileage is what everybody wants. 7. Mostly males are attracted by the Yamaha bike, from the research 99% male are uses Yamaha bikes from the respondents. 8. 85% unmarried people likes to drive Yamaha bike, and 15% married people are like to uses Yamaha bikes. 9. 18-25 age group people likes the Yamaha bike to drive. 10. 45% student & 40% service people mostly like the Yamaha attitude. 11. In the income wise classification group, 10000-15000 income group like 35% and 15000-20000 income group people like 40%. 12. From the respondents, large number of people likes Bajaj bikes. 13. 99% Yamaha users are satisfied with their bikes. 14. From the research, 40% respondents are adopted bikes by speed, 30% by mileage. 15. 35% people get the information by TV. 16. 30% people said that bike riding is the passion. 17. 40% users are purchase bike for their family, 30% are himself, 20% are for son. 18. 80% people are purchases because of brand value.
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19. 85% bike users are likes disk brakes in the bike. 20. 80% users like alloy wheels in the bike. 21. 75% people gives experience as excellent about Yamaha bike. 22. From the research process, 95% users are like to do servicing in the showrooms.
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6.2 SUGGESTIONS 1. INTRODUCTION OF NEW BRANDS Yamaha should introduce new bikes in the market. It will definitely make the market
oligopolistic, but will improve the condition of Yamaha. 2. BIKE IN 150 CC SEGMENT Yamaha does not has any successful bike in these segments. Yamaha needs to introduce a bike in this segment which can compete with the other brands on price, power, pick-up, mileage and style. 3. INTEGRATION OF MARKETING AND R & D DEPARTMENT Yamaha has got best R&D facilities and international design of sports bikes. It needs to integrate its efforts together with other department more specifically marketing wing and try to give customers what they want. 4. It has been found from the research that Yamaha has got the most loyal customers but when it comes to Yamaha, people still talk about RX100.yamaha should develop a bike like RX-100, and this time mileage and style should also be considered. 5. 360 degree marketing approach and need to follow aggressive promotional campaigns to grab a larger piece of pie in the motorcycle segment. 6. Focus should be on teenagers, young and executives as they represent largest portion of the bike user segment. 7. Provide better sales follow up which almost every brand lacks there search has showed that the bike users of all brands are dissatisfied with their after sales experience .this is a big loop hole which Yamaha can use to improve its brand image and to gain more customers. 8. Indian customers generally do not use bike for fashion but as a necessity so mileage should be a concern, so it needs to create a better image in the mind of its customers regarding mileage.
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A study of consumer behavior towards YAMAHA two wheelers

Chapter 1 NATURE AND SCOPE OF THE STUDY 1.1 Introduction

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

3.1 About Yamaha motor India sales Pvt. Ltd.

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

contribution is equally important for our success.

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

Managing Director and CEO Senior Vice President Vice President

Associate Vice President Chief General Manager General Manager

Deputy General Manager Chief Manager Manager

Assistant Manager Senior Superintendent Senior Officer Officer Assistant Officer

3.5 Industry profile

A study of consumer behavior towards YAMAHA two wheelers

maintenance models; personal transportation;

Increasing urbanization, Changes in the

A study of consumer behavior towards YAMAHA two wheelers

also produces many other motorized vehicles such as

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

GOLF CARTS Yamaha G1 Yamaha Drive

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

A study of consumer behavior towards YAMAHA two wheelers

Respondent Male Female

Fig no 5.1 Graphical representation

A study of consumer behavior towards YAMAHA two wheelers

Respondent Married Unmarried

Fig no 5.2 Graphical representation

A study of consumer behavior towards YAMAHA two wheelers

Age Group 18-25 25-35 35-45 Above 45

Fig no 5.3 Graphical representation

35-45 Percentage 25-35

A study of consumer behavior towards YAMAHA two wheelers

Profession Student Service Business Self Employed Others

Percentage 45% 40% 5% 5% 5%

Fig no 5.4 Graphical representation

A study of consumer behavior towards YAMAHA two wheelers

Income 10000-15000 15000-20000 20000-50000 50000-100000 Above 100000

Fig no 5.5 Graphical representation

A study of consumer behavior towards YAMAHA two wheelers

Company Hero Honda Bajaj Yamaha TVS Honda

Fig no 5.6 Graphical representation

A study of consumer behavior towards YAMAHA two wheelers