A Dissertation Project Report

On
CONSUMER BUYING BEHAVIOUR OF SUZUKI TWO
WHEELER

Submitted in partial fulfillment for the award of

degree of
MASTER OF BUSINESS AD MINISTRATION(MBA)
Under the Guidance of
Mr. Dr. Zahid Raza Khan
Asst. Professor

Submitted By
Md Tabrez Waris Khan
2nd year (4th sem )

1300122049

Department of Business Management

Faculty of Management & Research
INTEGRAL UNIVERSITY
DASAULI, KURSI ROAD ,LUCKNOW

Faculty of Management & Research

Integral University
Dasauli,Kursi Road Lucknow-26

CERTIFICATE
This is to certify Md Tabrez Waris Khan, a student of MBA 2nd year has
completed the dissertation project report on under my guidance and
supervision.
The dissertation work of the student is found to be satisfactory for
submission for the award of degree of Master of Business Administration. I
wish him all the best for his future endeavors.

Mr. Dr. Zahid Raza Khan

( Asst. Professor)
Faculty of Management and Research
Integral University , Lucknow

ACKNOWLEDGEMENT
The Dissertation project of such magnitude cannot be accomplished without
the assistance and co-operation of several people. Exchange of idea
generates a new object to work in a better way. So, whenever a person is
helped and co-operation by others. His heart is bound to pay gratitude and is
not merely formalities but an expression of deep sense of gratitude and
cumulative appreciation.
I would like to express my special thanks to Mr. Dr.Zahid Raza,
Assistant Professor, Department of Business Management, Integral
University ,for his sterling efforts, amicable assistance, and inspiration in
all phases of the project work toward the path of completion.
My acknowledgement will be incomplete if I do not mention my parents So
lastly I express my abysmal adoration & heartfelt devotion to my beloved
parents for their countless blessings, unmatchable love, affection & incessant
inspiration that has given me strength to fight all odds & shaped my life,
career till today.

Md Tabrez Waris Khan

2nd year (4th sem )

1300122049

PREFACE
In todays competitive world the practical study forms an
important part in each and every professional course. The MBA
is a course in which the theoretical knowledge is backed by the
practical study. That study is in the form of project. The Grand
Project is one of the important parts of the curriculum. And each
and every student has to work for the project.
The Grand project enables the students to know more about the
application of theoretical knowledge. The current situation of the
market is made known to the students when they undertake the
project. The project gives better insides into the application part
of the theory. The companies in an industry and their operations
can be better known by the students when they analyze the data.
This project is on the survey on satisfaction level of customer
using

Suzuki Access 125, Services of Suzuki dealer. We have

analyzed the industry very deeply and carefully project.

Sr.
No.
1
2

4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
20

CONTENT
EXECUTIVE SUMMARY
ABOUT THE AUTOMOBILE INDUSTRY
BITRH OF AUTOMOBILE IN THE WORLD
INDIAN TWO WHEELER HISTORY
ABOUT THE SUZUKI MOTORCYCLES
SUZUKI MOTORCYCLES GLOBAL HISTORY
SUZUKI MOTORCYCLES INDIA HISTORY
COMPANY PROFILE
MISSION OF SUZUKI
PRODUCT OF SUZUKI MOTORCYCLES
SHIVALIK SUZUKI (AUTHO, DEALEAR)
MAJOR COMPETITORS
CUSTOMER SATISFACTION
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
RESEARCH METHODOLOGY
DATA ANALYSIS & INTERPRETATION
FINDINGS
CUSTOMER REVIEW
SWOT ANALYSIS
LIMITATION
RECOMMEDATIONS
CONCLUSION
BIBLOGRAPHY
APPENDIX (QUESTIONNAIRE)

Page
No.
8
10
11
15
26
27
32
34
35
42
53
56
62
69
70
71
77
97
98
99
100
101
103
104
105

INDEX
EXECUTIVE SUMMARY
Satisfaction is a persons feeling of pleasure or disappointment resulting
from a comparing perceived performance in relation to his or her
expectation. If the performance falls short of expectation, the consumer is
dissatisfied. If the performance matches the expectations, he consumer is
satisfied. If the performance exceeds expectation, the customer is highly
satisfied or delighted.
The study widely concentrates on the level of satisfaction amongst
customers for which I did Exploratory Research to check the satisfaction
level amongst the customers of Suzuki Access 125. This research was
conducted in the Ahmedabad city. This research was done during the months
of April and May. Hence the data displayed has been collected during the
before mentioned period.
To meet the research objectives, following activities have been performed.
An extensive search of relevant literature from news articles, internet,
books. This step guided the development of the methods and
instruments for collecting data.
Designing the questionnaire.
Survey has been carried away by, one-on-one interviews. The Survey
6

included open-ended questions, dichotomous questions, and multiplechoice question.

To know the image of product in the mind of consumer.

To compare the level of satisfaction before purchasing and after
purchasing the Scooter.
To find out where people want to see the promotion schemes
To find out suitable location preferred by consumer
To know the most popular media for advertisement
To check the loyalty of the consumer towards the Suzuki brand
To know the most motivating factor for purchasing the bike
To know the preferable price from the customer
During this research it was found that Suzukis launched Access 125
has increased its market share by attracting new customers and helped
to retain its old customers.

SMPIL, a company that is known for combining technology, quality and

performance in their two wheeler, had taken an initiative to introduce some
of their performance driven two wheeler in India this year. Suzuki has
reported a growth of 47.66% in sales in the month of December 09 at
14806 units compared to 9986 units same month last year. This increase of
sales is attributed to the tremendous response from the new product GS150R
and ACCESS 125.

Suzuki would have to constantly innovate and come up with new products to
maintain its dominance in the segment.

BIRTH OF AUTOMOBILES IN THE WORLD

The History of the automobile actually began about 4,000 years ago
when the first wheel was used for transportation in India. Several
Italians recorded designs for wind-driven vehicles. The first was
Guido da Vigevano in 1335. It was a windmill-type drive to gears and
thus to wheels. Vaturio designed a similar vehicle that was also never
built. Later Leonardo da Vinci designed clockwork-driven tricycle

with tiller steering and a differential mechanism between the rear

wheels.
In the early 15 th century, the Portuguese arrived in China and the
interaction of two cultures led to a variety of new technologies,
including the creation of a wheel that turned under its own power. By
the 1600s, small steam-powered engine models were developed, but it
was another century before a full-sized engine-powered vehicle was
created.
A Catholic priest named Father Ferdinan Verbiest is credited to have
built a steam-powered vehicle for the Chinese Emperor Chien Lung in
about 1678. There is no information about the vehicle, only the event.
Since James Watt didnt invent the steam engine until 1705, we can
guess that this was possibly a model vehicle powered by a mechanism
like Heros steam engine-a-spinning wheel with jets on the periphery.

Although by the mid-15 th century the idea of a self-propelled vehicle

had been put into practice with the development of experimental
vehicles powered by means of springs, clockworks, and the wind,
Nicolas-Joseph Cugnot of France is considered to have built the first
true automobile in 1769. Designed by Cugnot and constructed by
M.Brezin, it is also the first vehicle to move under its own power for
which there is a record. Cugnots three-wheeled steam-powered
9

vehicle carried four persons and was meant to move artillery pieces. It
had a top speed of a little more than 3.2 km/h (2 mph) and had to stop
every 20 minutes to build up a fresh steam.
Evans was the first American who obtained a patent for a selfpropelled carriage. He, in fact, attempted to create a two-in-one
combination of a steam wagon and a flat-bottomed boat, which didnt
receive any attention in those days. During the 1830s, the steam
vehicle had made great advances. But stiff competition from railway
companies and crude legislations in Britain forced the poor steam
vehicle gradually out of use on roads.
Carl Benz and Gottlieb Daimler, both Germans, share the credit of
changing the transport habits of the world, for their efforts laid the
foundation of the great motor industry, as we know it today. First, Carl
Benz invented the petrol engine in 1885 and a year later Daimler made
a car driven by motor of his own design and the rest is history.

Daimlers engine proved to be a great success mainly because of its

less weight that could deliver 1000rpm and needed only very small
and light vehicles to carry them.
France too had joined the motoring scenario by 1890 when two
Frenchmen Panhard and Levassor began producing vehicles powered
by Daimler engine, and Daimler himself, possessed by the automobile
spirit, went on adding new features to his engine. He built the first V10

Twin engine with a glowing platinum tube to explode the cylinder gasthe very earliest form of sparking plug.
Charles Duryea built a motor carriage in America with petrol engine in
1892, followed by Elwood Haynes in 1894, thus paving the way for
motorcars in that country.
For many years after the introduction of automobiles, three kinds of
power sources were in common use: steam engines, gasoline or petrol
engines, and electric motors. In 1900, over 2,300 automobiles were
registered in New York, Boston, Massachusetts, and Chicago. Of
these, 1,170 were steam cars, 800 were electric cars, and only 400
were gasoline cars.

In ten years from the invention of the petrol engine, the motorcar had
evolved itself into amazing designs and shapes. By 1898, there were
50 automobile-manufacturing companies in the United States, a
number that rose to 241 by 1908. In that year, Henry Ford
revolutionized the manufacture of automobiles with his assembly-line
style of production and brought out the Model T, a car that was
inexpensive, versatile, and easy to maintain.

11

Herbert Austin and William Morris, two different carmakers,

introduced mass production methods of assembly in the UK, thus
paving the way for a revolution in the automobile industry. Austin
Seven was the worlds first practical four-seater baby car which
brought the pleasures of motoring to many thousands of people who
could not buy a larger, more expensive car. Even the bull-nose
Morris with front mounted engine became the well-loved model and
one of the most popular cars in the 1920s.
Automobile manufacturers in the 1930s and 1940s refined and
improved on the principles of Ford and other pioneers. Cars were
generally large, and many were still extremely expensive and
luxurious; many of the most collectible cars date from this time. The
increased affluence of the United States after World War II led to the
development

of

large,

petrol-consuming

vehicles,

while

most

companies in Europe made smaller, more fuel-efficient cars.

INDIAN TWO WHEELER HISTORY

India is the second largest manufacturer and producer of two-wheelers in the
world. It stands next only to Japan and China in terms of the number of twowheelers produced and domestic sales respectively. The Indian two-wheeler
industry made a small beginning in the early 50s when Automobile
Products of India (API) started manufacturing scooters in the country.
Until 1958, API and Enfield were the sole producers.
12

In 1948, Bajaj Auto began trading in imported Vespa scooters and threewheelers. Finally, in 1960, it set up a shop to manufacture them in technical
collaboration with Piaggio of Italy. The agreement expired in 1971. In the
initial stages, API dominated the scooter segment; Bajaj Auto later overtook
it. Although various government and private enterprises entered the fray for
scooters, the only new player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed to operate
in India. It was a complete seller market with the waiting period for getting a
scooter from Bajaj Auto being as high as 12 years. The motorcycles segment
was no different, with only three manufacturers viz Enfield, Ideal Jawa and
Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot
were two-stroke bikes. Enfield 350cc bikes and Escorts 175cc bike initially
dominated the motorcycle segment.

The two-wheeler market was opened to foreign competition in the mid-80s.

And then market leaders - Escorts and Enfield - were caught unaware by the
onslaught of the 100cc bikes of the four Indo-Japanese joint ventures. With
the availability of fuel-efficient low power bikes, demand swelled, resulting
in Hero Honda - then the only producer of four stroke bikes (100cc
category), gaining a top slot.

13

The first Japanese motorcycles were introduced in the early eighties. TVS
Suzuki and Hero Honda brought in the first two-stroke and four-stroke
engine motorcycles respectively. These two players initially started with
assembly of CKD kits, and later on progressed to indigenous manufacturing.
In the 90s the major growth for motorcycle segment was brought in by
Japanese motorcycles, which grew at a rate of nearly 25% CAGR in the last
five years. The industry had a smooth ride in the 50s, 60s and 70s when the
Government prohibited new entries and strictly controlled capacity
expansion. The industry saw a sudden growth in the 80s.

It was in the year 1954 that the Indian government ordered for total number
of 800 motorcycles to man the Pakistani borders. In came the Bullets which
were initially launched in England as a 350cc bike and it was upgraded to
500cc a year or so later. These bikes have remained unaltered, barring some
cosmetic changes which have undergone over the years. Thus one can say
without much of a doubt that the 1955 Bullet was one of the initial hits of
the Indian two-wheeler industry and till today it continues to be a darling of
the motorcycle enthusiasts.
Enfield Bullet had a close competition with another sturdy bike named
Rajdoot; as the bike was strong enough to handle the rough Indian roads.
The company had roped in Indian Heman Dharmendra for the promotion of
the bike. With more than 1.6 million vehicles on the road the Rajdoot
motorcycle was one of the initial hits of the earlier years of two-wheeler
history in the country.

14

When heavy motorcycles were the order of the day, a relatively lighter bike
had caught on the imagination of the Indian two wheeler user. Ind- Suzuki
bike launched by the then TVS Suzuki group was an instant hit; however the
bike could not sustain it's initial success due to the high import content in the
vehicle and less of localization.
In scooters Bajaj Chetak has been hugely responsible for adding momentum
to the transport system of the country, till today it remains one of the most
successful brands to have come out of the Bajaj stable. The scooter is named
after the horse of legendary Rana Pratap Singh. These sets of two wheels
have become a part of the Indian milieu and are often considered a
representative of the Indian middle class aspiration. Very few two-wheelers
have been able to emulate the success, which Bajaj Chetak has achieved
over the years.
Similarly LML Motors enjoyed a reasonable success with the launch of
LML Select which came with new age technology and improved
performance.
The industry witnessed a steady growth of 14% leading to a peak volume of
1.9mn vehicles in 1990. The entry of Kinetic Honda in mid-eighties with
In 1990, the entire automobile industry saw a drastic fall in demand. This
resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a
production loss of 0.4mn vehicles. Barring Hero Honda, all the major
producers suffered from recession in FY93 and FY94. Hero Honda showed a
marginal decline in 1992. The reasons for recession in the sector were the
incessant rise in fuel prices, high input costs and reduced purchasing power
15

due to significant rise in general price level and credit crunch in consumer
financing. Factors like increased production in 1992, due to new entrants
coupled with the recession in the industry resulted in company either
reporting losses or a fall in profits.
India is one of the very few countries manufacturing three-wheelers in the
world. It is the world's largest manufacturer and seller of three-wheelers.
Bajaj Auto commands a monopoly in the domestic market with a market
share of above 80%, the rest is shared by Bajaj Tempo, Greaves Ltd and
Scooters India. a variometric scooter helped in providing ease of use to the
scooter owners.

SEGMENTATION OF TWO WHEELER:

A Two Wheeler Sector Sub-Segmenting in the three Segments
.
Motorcycle
Scooter
Mopeds

TREND IN 2W VOLUMES BY CATEGORY:

16

TREND IN 2W SALES VOLUMES, DOMESTIC AND

EXPORTS:

Domestic Market Share for 2009-10

Passenger Vehicles

15.86

Commercial Vehicles

4.32

Three Wheelers

3.58

Two Wheelers

76.23

17

GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN

TWO WHEELER INDUSTRY:
The growth witnessed by the Indian two wheeler industry indicates the
growing demand for low cost personal transportation solutions amongst the
300 million Indian middle class consumers. Despite this spectacular growth
rate, the two-wheeler penetration (number of two wheelers per 1000
inhabitants) in India remains lower than other Asian countries. This fact
provides an opportunity for continued growth in the market. India has the
lowest Penetration of two wheelers as compared to countries like Taiwan,
Thailand, Malaysia, Vietnam, Indonesia and China. In the present scenario,
growth in the two wheelers Industry will be driven by several factors

18

RISE IN INDIAS YOUNG WORKING POPULATION:

With the rising levels of per capita income of people, the Indian two wheeler
market offers a huge potential for Growth. This growth is relevant in the
light of the fact that 70 per cent of Indias population is below the age of 35
Years and 150 million people will be added to the working Population in the
next five years. The number of women in the urban work force is also
increasing; this will lead to the Growth of gearless scooters.

RISE OF INDIAS RURAL ECONOMY AND GROWTH IN

MIDDLE INCOME HOUSEHOLDS:
The growth prospects of the Indian rural economy offer a significant
opportunity for the motorcycle industry in India. The penetration of
motorcycles amongst rural households with income levels greater than US$
2,200 per annum has already increased to over 50 per cent. The current
target Segment for two wheelers, i.e., households belonging to the Income
category of US$ 2,20012,000 is expected to grow at a CAGR of 10 per
cent.

GREATER AFFORDABILITY OF VEHICLES:

19

The growth in two-wheeler sales in India has been driven by an increase in

affordability of these vehicles. An analysis of the price trends indicates that
prices have more or less stagnated in the past. This has been part of the
marketing strategy adopted by the manufacturers to gain volume, as well as
conscious efforts adopted to bring down costs. The operating expenses of
leading manufacturers have declined by around 15 per cent in the last five
years. With greater avenues of financing, the customers capacity to own a
two wheeler has improved.

RAPID

PRODUCT INTRODUCTION
PRODUCT LIFE CYCLE:

AND

SHORTER

The last five years have witnessed a sharp increase in new product launches
in the two-wheeler industry. It is estimated that close to 50 new products
have been launched by manufacturers during this period, filling up all price
points and targeted at various consumer segments.

INADEQUATE PUBLIC TRANSPORT SYSTEMS IN MOST

URBAN AREAS:
The economic boom witnessed in the country and the increased migration to
urban areas have increased the traffic congestion in Indian cities and
worsened the existing infrastructure bottlenecks. Inadequate urban planning
has meant that transport systems have not kept pace with the economic
boom and the growing urban population. This has increased the dependence
on personal modes of transport and the two wheelers market has benefited
from this infrastructure gap.

FACTORS AFFECTING THE MARKET:

20

Post 1991, the Indian two-wheeler industry comprising of motorcycles,

scooters and scooterettes opened up tremendously. The Indian motorcycle
industry has expanded at a 24% CAGR over the last five years, It Captured
almost 80% of the market primarily at the cost of the scooter and Moped
segment. The scooter segment though has witnessed a revival with the
launch of scooterettes aimed at young women and adolescents.
The two-wheeler market can be segmented into three categories on the basis
of price Entry segment (<35000), Executive segment (between 35000 and
45000) Deluxe (between 45000 and 65000) and Premium segment (above
65000). Motorcycles are now sold as a passion, experience rather than a
product. New products are being introduced at a rapid pace and brands are
gaining prominence. Thus there is an increased focus on the premium
segment, which has an increased scope for differentiation.

Purchasing Power is relatively high with buyers becoming more

discriminating. Reliability and economy have become more of a hygiene
factor. Buyers now demand two-wheelers that fit their personality thus
increasing the scope for differentiation and branding. Provision of financing
through EMIs has provided a means to satisfy the need of possess a
convenient and stylish mode of transport in the form of a two-wheeler. This
has resulted in higher growth in the 125-150cc segment.
With the introduction of Government policies such as reduction in excise
duty from 16% to 12% and allowing for 100% FDI Barriers to entry has
reduced. However, the investment required for setting up large distribution
21

channels and service stations can be a major entry barrier. Another

significant entry barrier is the brand building required. Thus, initially foreign
players set up Joint Ventures with indigenous companies. After establishing
their brand they have launched their own line of products. E.g. Honda with
Hero Group and Yamaha with Escorts.

RISING CUSTOMER EXPECTATIONS:

The growth witnessed by the Indian two wheeler industry has attracted a
number of new entrants to the market and it is expected that the Indian
industry will become more competitive in the future. The excess of products
introduced in the past has also raised customer expectations with respect to
reliability, styling, performance and economy.

Inflation is a big factor that may play a part in moving the loyalties and
aspirations of people away from the four to the much cheaper and
economical two-wheeler segment. Moreover, the constantly increasing
prices of oil and increasing interest rates on finance are not helping the cause
either. Environmental Concerns are also quite big on the agenda these days
and do play a part in the preference of consumers choices. The rising global
temperatures along with daily snippets in the national and international
media about the thinning of ozone and imminent environmental disaster
have all contributed to the making of a present day environmentally
conscious consumer.

22

ENVIRONMENTAL AND SAFETY CONCERNS:

The increasing demand for two wheelers will need to be managed to address
issues relating to overcrowding of roads. Another problem is the insufficient
infrastructure for inspection to ensure adherence to emission norms. As the
industry grows, it is important to regulate the sale of used two wheelers in a
more organized manner for which a mechanism needs to be evolved.
Unregulated sale of two wheelers, especially in the rural areas, are likely to
create issues related to emissions and safety of vehicles.

23

SUZUKI MOTORCYCLES GLOBAL HISTORY

In 1909 Michio Suzuki founds the Suzuki Loom Company in Hamamatsu,
Japan. He builds industrial looms for the thriving Japanese silk industry.
1937 To diversify activities, the company experiments with several
interesting small car prototypes, but none go into production because the
Japanese

government

declares

civilian

automobiles

non-essential

commodities at the onset of WWII.

In 1952 when due to financial problems Suzuki ventured into developing
clip on engines to bicycle frames. The first model was called the Power Free
(36cc) and the follow-up model was the Diamond Free (60cc). Suzuki
produced its first motorcycle in 1954 called the Colleda (90cc). Suzuki built
small capacity bikes during the 50s and 60s and had only small export
success until the introduction of the X6 (T20 super six), which gave Suzuki

24

much name credibility. In 1962 Using MZs technology, Suzuki wins the
newly created 50cc class in the World Championship.
The company will win the class every year until 67, and win the 125cc class
twice in that period, too. With a well-established name Suzuki dared enter
the big bike market and in 1967 Suzuki introduced T500. Which was known
as the Titan in America and the Cobra in England? The name changed over
the years to GT500 due to many improvements but it was purely the sharp
price and good reliability, which kept the GT in production until 1977.

In 1971 The GT7The Water Buffalo was introduced in 1971 in America and
the Kettle in Britain - both the same GT750 bike and the start for Suzuki to
enter the super bike market. The GT750 wasn't a very impressive machine
and also couldn't match the other bikes in the market at the time. Once again
the production kept going based on its demand for good price and reliability.
In 1974 The RE5 is the first Japanese motorcycle with a rotary engine. It
cost a fortune to develop and, while not bad, its a commercial disaster. After
two years, the company abandons the project, and there are rumors the
tooling was dumped into the sea so that Suzuki managers would never have
to see it again. Most bikes produced around the middle 70s had enough
power but lacked a steady frame. The introduction of the Suzuki GS1000 in
1978 changed this problem once and for all. The GS out preformed every
other bike in its category and had a frame to match its power. The only thing,

25

which could be said against the very popular and successful GS1000, was its
dull looks.
The GS1000 was redesigned and new models based on the same original
success bike were introduced. The GSX1000 in 1980 and the GSX1100S
Katana in 1982. The later bike was a huge success due to it powerful
performance, funky style, low weight and good pricing. In 1983 The RG250
is Suzukis first ever race replica. This bike features the AL-BOX, square
aluminum frame, 16-inch tire and Anti Nose Dive Forks (ANDF) at the
front. In 1985 The RG500 Gamma features the same square-Four cylinder
layout as the as the factory Grand Prix bikes. Other racy features are the
square-tube aluminum frame and the removable cassette-type transmission.

Suzuki pulled a stunt within the motorcycle market by introducing the GSXR750, which was such a direct copy of their formula race bike with the only
difference that this GSX was, road legal. It turned the super sport motorcycle
market upside down and dominated the way super bikes would look for the
future. The GSX-R750 was super fast, which wasn't hard to understand since
there were hardly any changes to its racetrack design. Both on the street and
in the race track the bike was a huge success. In 1986 the GSX-R1100 was
also added to the line.
In 1996 Suzuki calls the new GSX-R750 the turning-point model thanks to
its twin-spar frame instead of the older double-cradle frame. The engine is
also redesigned and featured 3-piece crankcases, chrome-plated cylinders

26

and a side-mount cam chain as well as Suzuki Ram Air Direct (SRAD)
system.
In 1997 The TL1000S is the first Suzuki sport bike with a V-Twin engine. It
will be followed a year later by a racier R version, with a dodgy rotary vane
damping system in the rear shock. Suzuki equipped the TL1000R with a
steering damper, but it was still prone to headshake and customers
approached it with caution, if at all.

In 1999 Mat Mladin wins the AMA Super bike Championship, beginning a
run of unprecedented dominance. Mladin will win five more times, and
Suzuki will win 8 of the next 9 titles. With sport bikes getting more and
more sharp edged, the company is one of the first to recognize what might
be called the semi-sport market, as opposed to the super sport market. The
SV650 features an aluminum-alloy truss frame and a liquid-cooled 90 VTwin DOHC 4-valve engine. Suzuki calls the Hayabusa the ultimate
aerodynamic sportbike. Its powered by a 1298cc liquid-cooled DOHC inline 4-cylinder engine that becomes the darling of land-speed racers. The
name means peregrine falcon in Japanese.

The GSX style and line didn't change much over all the years with
improvements being made to the bike. A small fluke in design made Suzuki
27

lose its performance lead with the GSX-R1100. But the GSX-R750 has
remained a hit up until today. Maybe still hurt by losing the performance
edge with the GSX-R1100 redesign in the 1990s Suzuki introduced the
GSX-1300R (Hayabusa) in 1999. This sent the Honda Blackbird packing
and became the world's fastest production bike at a whopping 190 mph (307
km/h).
In 2001 Suzuki introduced an upgrade GSX-R750 engine and created the
GSX-R1000 (998cc), which is a super bike with outstanding performance. In
2003 the GSX-R1000 was restyled but still kept its position as a super class
bike.

In 2005 Suzukis original 4-stroke motocross, the RM-Z450, is equipped

with a 4-stroke 449cc engine, which features the Suzuki Advanced Sump
System (SASS). Troy Corser gives Suzuki its first and only (so far) World
Super bike Championship.
In 2006 The M109R, Suzukis flagship V-Twin cruiser is powered by a
1783cc V-Twin engine with 112mm bore and 90.5mm stroke. It has the
largest reciprocating pistons in any production passenger car or motorcycle.
In 2008 The B-King is launched, powered by the 1340cc Hayabusa engine;
the B-King is Suzukis flagship big Naked bike. Suzuki says it has the topranked power output in the naked category.

28

SUZUKI MOTORCYCLES INDIA HISTORY

Suzuki Motorcycle India Pvt., Ltd. engages in manufacturing two wheelers.
The companys products include motorcycles and scooters. It offers its
products through a network of dealers. The company was incorporated in
1997 and is based in Gurgaon, India. Suzuki Motorcycle India Pvt., Ltd.
operates as the subsidiary of Suzuki Motor Corp.
Suzuki Motor Corporation (SMC), a global giant of motorcycle
manufacturing is headquartered in Japan. It holds major stake in its Indian
subsidiary, Suzuki Motorcycle India Private Limited (SMIL). SMIL was set
up after Suzuki's re-entry into the Indian two-wheeler market after it severed
ties with partner TVS in 2000-01. Suzuki was then the technology provider
in the erstwhile joint venture company TVS Suzuki.

29

Suzuki Motorcycle India Pvt Ltd (SMIPL) is the latest entry into the already
crowded Indian two-wheeler segment with players like Hero Honda, Bajaj
Auto, Honda, and TVS. SMIPL have started their Indian operations with a
125-cc mass-market motorcycle. It has made an initial investment of Rs. 200
crores to start their Indian operations.
Company sources have revealed that Suzuki would follow up this 125cc
bike with a high performance 150-cc sibling sometime next year. And for the
budget segment, another 100cc bike is expected in the first quarter of 2006.
Mass market is the initial aim with plans to enter all the segments rapidly.
They have their facilities located in Gurgaon.

Suzuki had launched bike by diwali, which is the auspicious time for buying
a new vehicle in Indian families. Their setup in Gurgaon has the capabilities
of manufacturing one lakh motorcycles and they are ready to step that up
massively if the situation arises. They already have setup 40 dealerships
around the country and are going to establish 4,000-5,000 sq.ft showroom
and service stations to provide services to the customers.
The parent company happens to be one of the largest manufacturers of two
wheelers in the world with more than 20 lakh bikes sold per annum. They
are popular for their range of high performance road machines, lightweight
super bikes, dirt bikes, street bikes, and motocross and fun bikes globally.

30

COMPANY PROFILE
Plant area and production capacity:
They have installed their manufacturing plant in Gurgaon (Haryana)
having the annual capacity of 2,50,000 units. Total land area of the
facility at Gurgaon is 37 acres out of which the present plant is
constructed in an area of 6.5 acres of land. The remaining area of
30.5 acres is left for land development and future expansion.

Chairman:
Mr. Katsumi Takata

Personnel over the years

Total number of employees

Year 2008-09
490

Main Products
Motorcycles and scooters

Head Office, Plants & Facilities

31

Name

Address

Operations

Factory Office
Head office affairs
Village Kherki Dhaula,
Badshahapur, N.H.-8, Motorcycle engines assembling and
Link Road, Gurgaon. machining
Fax No. - 0124-4170
701
Spare parts administration
Regd. Office Sales & Education, training and
Marketing Office
Public relations
2nd Floor, Plot No. 1,
Nelson Mandela Road,
Research and development
New Delhi -110 070
Fax No. - 011-4607

Testing and development of motorcycles

MISSION OF SUZUKI
The core philosophy of SUZUKI is to provide VALUE-PACKED
PRODUCTS. Since the founding of SUZUKI Motor Corporation, the
Organizations Endeavour has always been to provide VALUE-PACKED
PRODUCTS as one of the manufacturing philosophies.
SUZUKI believes that VALUE-PACKED PRODUCTS come from the
effort to carry out Product development from customers point of view. This
policy has been in effect since Companys inception and has helped the
Organization to meet customers needs. As a result, Suzukis Products have
become well received throughout the World.
SUZUKI is fully committed to create Products that meet customers demand
by utilizing its dynamic, long-nurtured technological advantage coupled
with its fresh and active human resources.

32

 Develop products of superior value by focusing on the customers

Establish a refreshing and innovative company through teamwork
Strive for individual excellence through continuous improvement

GROWTH REPORT:
It has reported a growth of 47.66% in sales in the month of November 09
at 14745 units compared to 9986 units same month last year.
It has sold 14806 units in December 09 listing a strong growth of 61%
over its sales in December 08 despite recession. This increase of sales is
attributed to the tremendous response from the new product GS150R and
ACCESS 125.
It has reported 93% growth in sales during the month of January 2010. It
has sold 20441 units in January 10 listing a strong growth of 93% over its
sales in January 09.

33

It has sold 21752 units in March 10 listing an impressive growth of 76%

over its sales in March 09. This increase of sales is attributed to the
tremendous response from the new product GS150R and ACCESS 125.
OEMs
2008-09
2009-10
GROWTH
great
BAL
9,692
3,759
-61.22%
plans
for the
HHML
1,53,193
2,08,440
36.06%
HMSI
6,54,319
7,39,947
13.09%
KINETIC
5,522
-100.00%
M&M 2W
70,008
0.00%
SMIL
85,782
1,40,983
64.35%
TVS
2,39,469
2,99,370
25.01%
TOTLE
11,48,007
14,62,507
27.40%
coming year and this is only the beginning. Their objective is to offer quality
It

has

products and customer satisfaction to consumers. This growth momentum

will further accelerate in coming months.

SMPIL GROWTH REPORT IN 09-10

34

FACILITIES
1 ) ENVIRONMENT:
The philosophy of keeping environment first is properly percolated
downwards. To comply with all applicable legislations and setting standards
thereof remains only a beginning. Company thrives to discover and invent
mechanisms for better environment management systems and its a

35

continuous process which is managed by a separate wing of experts and

specialist in the field.
The biggest testimony of Suzukis commitments towards environment first
is seen at Gurgaon which is built to be a Zero discharge plant.
SMIPL have embraced Natural light optimization system and water
harvesting systems besides several other measures to create better and
cleaner environment around us. All packaging material used by Suzuki is recycleable. A constant flow of internal communication on environment
related issues not only creates awareness amongst employees but also helps
in inculcating an environment friendly value system.

2) SHOP FLOOR SAFETY MEASURES:

SMIPL have safety guards/safety curtains to ensure Operator safety on
machines. Company has also installed robots through out the facilities to
reduce the ergonomic stress on workers. There are gas detection systems
installed to eliminate any gas related accident and fire detection system for
immediate

information

about

any

fire

related

incident.

SMIPL have fire fighting system (manual & automatic) for immediate
handling of any fire related accident. They have a fire tender (capacity 4500
liters water and 500 liters capacity foam).
Company try to maintain zero accident record through regular safety audit,
frequent training for staff, line associates and contractors. They organize

36

different safety programs and competitions to encourage employee

awareness and involvement.

3) ENVIRONMENTAL UTILITY:
To take care of the health of all our employees, they maintain all
international parameters and standards for drinking water, treated water,
ambient air shop floor, office and the outside. They keep updating all these
standards of health and welfare of employees through a team of well
qualified personnel in the R & D laboratory.
4) QUALITY CONTROL :
It has four main sections as follows:

Tested by SMC Japan with their international quality standards

Final (Vehicle) Inspection

Market Quality

5) PARTS INSPECTION:

The non conformities in the parts being procured may lead to

production loss & degradation of the quality of the final output and
life of the product. To ensure the product, the dimensional, material,
aesthetic & performance inspection for the special processes are

37

carried out on the individual parts before they are declared fit for the
assembly

For carrying out the inspection activities effectively, we have the latest
& sophisticated machines installed in the inspection area

6) FINAL (VEHICLE) INSPECTION:

Safety related parameters such as braking; clutch operation and other
functional defects of the vehicle
Emission related parameters for checking the conformance of the
exhaust gases with the emission rules
Functional & aesthetic parameters are also checked

7) MARKET QUALITY:

To act upon the customers feedback received from the service

department for the up gradation of the product

To resolve the quality issues being received from the market by

visiting the suppliers & taking the corrective & preventive measures
for the same

Monitoring for the effectiveness of the measures taken for the

particular problems through the cut off engine/ frame numbers.

8) WORK CULTURE:
They believe that future growth and prosperity of every employee
depends on the companys growth and prosperity

38

 Organizational and individual discipline

Continual improvement in quality and productivity
Cost consciousness
Customer satisfaction ( both internal and external )
Long term goals
Respect for laws, human beings and society

9) EMPLOYEE DEVELOPMENT:
Company's growth is based on enhancement of technical and behavioral
skills of the employees. They continually identify the performance gaps and
new skills required keeping into the company's growth in focus. They
believe that Employees are the most important assets of an organization. For
enhancement of technical and behavioral skills of the employees they
organize regular training programmers. Teams from Japan often come to the
organization to impart training. Their focus is to create a healthy
Environment where individual employee can achieve maximum satisfaction.

39

PRODUCTS OF SUZUKI MOTORCYCLES

SUZUKI ACCESS 125CC

Suzuki launched the Access 125cc in the month of September 2007. In those
days, Access 125 was the third product from Suzukis stable in India. Prior
to this, Heat and Zeus motorcycles were ruling the Suzuki showrooms PAN
India.
Suzuki Access 125 is the third product from the Suzuki stable in India after
Heat and Zeus motorcycles. 125cc Access is powered by a 125-cc air-cooled
four-stroke engine with Continuous Variable Transmission (CVT), which
develops 8.5bhp at 7000rpm with 1.0kgm of torque at 5000rpm. The design
is typically Japanese, almost flat aprons where large turn indicators are
embedded. Though it has a longer wheelbase access looks compact because
of this design. No body colored mirrors for this access. Paint quality is of top
notch.

SUZUKI ACCESS 125 FEATURES:

40

Xtra Torque Performance (XTP) for more power and faster pick-up

Telescopic front fork suspensions for comfortable riding

Tail lights that are trendy and attractive

Wider seat for comfort riding

Large size underseat compartment

Centralized ignition key switch, with shutter

Smart built-in signal

Multi-reflector lights for better visibility

Stylish, Chrome-plated silencer cover

SUZUKI ACCESS 125 TECHNICAL SPECIFICATIONS:

Dimensions And Dry Mass
Overall length

1780 mm

Overall width

650 mm

Overall height

1125 mm

Wheelbase

1250 mm

Ground clearance

160 mm

Seat height

780 mm

Dry mass

109 kgs

Engine
Type

Four-stroke, Air-cooled,OHC

Number of cylinders

Displacement

124 cm3 (cc)

Max Power

6.4 Kw@7000rpm
(8.58hp@7000rpm)

Max Torque

9.8Nm@5000rpm (1.0kgm@5500rpm)

41

Air cleaner

Non-woven fabric element

Transmission

CVT

Starter system

Self & Kick Self

Suspension
Front

Telescopic

Rear

Swing-arm

Brake
Front

Drum brake (130 mm)

Rear

Drum brake (130 mm)

Tyre Size
Front

90/100-10

Rear

90/100-10

Electrical
Spark plug

CHAMPION P-RZ9HC

Battery

12V, 5Ah

Headlamp

12V 35/35W

Fuel Tank : Capacities

Tank capacity

6.4 L

Underseat space

20 L

42

 SUZUKI GS150R

The 150cc Segment is picking up in India. Suzuki has been a little

conservative till now with its bike models. Zeus and Heat and not extra
ordinary, but it sells enough to be seen here and there a while. The company
took another step ahead with the Access 125 Scooter. Suzukis foray into this
segment is expected to be create similar impact in the segment with the
GS150R.
The engine of the Suzuki GS150R is said to be convenient for riding in the
city. The 150cc engine respires through a BS26 carburetter. It comes with
Throttle Positioning Sensor (TPS). GS150R's 149cc engine develops
13.8bhp of peak power at 8500rpm and 13.4Nm of peak torque 6000rpm.
According to Suzuki, GS150R will return a mileage of 48kmpl in City and
55kmpl in Highway.
The engine uses engine balancer technology to minimise vibration and
comes with a rubber damper and a balancer shaft. It has a digital
speedometer which shows gear position, fuel level, speed, odometer,
tripmeter and the tachometer is a neat dial adjacent to the digital console.

43

Name:
GS150R
Type:
Commuter
Top Speed:
120kph
Fuel Consumption: 48.00
City

Fuel Consumption: 55.00

Highway

ENGINE SPECIFICATIONS

Displacement:

149cc
Four Stroke, Single
Engine:
Cylinder, SOHC
Maximum Power: 13.8 Bhp @ 8500 rpm
Maximum Torque: 13.4 Nm @ 6000 rpm
Gears:
6 Manual
Bore:
57
Stroke:
58.6
No. of Cylinders: 1
Cylinder
SOHC
Configuration:
Valve Per Cylinder:2
Cooling Type:
Air Cooling
BS26 - Throttle
Carburetor:
Positioning Sensor
DIMENSIONS

Length:
Width:
Height:

2095.00 mm
775.00 mm
1120.00 mm

OTHER SPECIFICATIONS

Weight:
134.00 kg
Ground Clearance:160.00 mm
Fuel Tank:
15.50 ltrs
Wheelbase:
1340.00 mm
Multi Reflector Halogen
Headlamp:
Bulb
Wheel Type:
Die Cast Alloys
Wheel Size:
2.75x18 - 100/90-18 mm
Tubeless:
NO
Colors:

Pearl nebular black,

Metallic flint gray, Candy
max orange & Candy dark
greenish blue.

ACTIVE AND PASSIVE SAFETY

Suspension(Front):

Telescopic, Coil Springs, Oil

Damped

Suspension(Rear):

Swing Arm Type Coil

Spring, Oil & Gas Damped

Brakes:
Brakes(Rear):
Stand Alarm:

Hydraulic Single Disc

130mm Drum
NO

COMFORT AND CONVENIENCE

Fuel Guage:
Self Start:
Tacho Meter:
Trip Meter:
Alloys:
Speedometer:
Passenger
Footrest:
Passenger
Backrest:
Step-up Seat:
Pass-light:
Low Fuel
Indicator:

Digital
YES
Analogue
Digital-1
YES
Digital
YES
NO
YES
YES
YES
44

 SUZUKI ZEUS 125CC

Suzuki Zeus, the latest bike from Suzuki Motorcycles India Pvt Ltd has been
launched. The 125cc single cylinder Suzuki Zeus comes at a price of f Rs
46,084. The bike had a soft launch earlier this year.
Besides Suzuki Zeus, Suzuki India has another motorcycle in the Indian
market, called Suzuki Heat. Both Zeus and Heat are part of Suzuki's
attempts to come back to the Indian market, which it had left in the late 90s.
During its earlier Indian coming, Suzuki partnered TVS for its two-wheeler
business.
Suzuki Zeus, packed with latest technology and styling, is an entry level
bike from Suzuki Motor Corporation. Zeus has a unique cut-line front cowl
for a much stylished, dynamic look. The bike is available in Zeus 125X and
125XU models.

45

Suzuki Zeus will be available in three colors, the company said. These are
Candy Antares Red (19A), Metallic Titanium Gold (YM3) and Pearl
Nebular Black (YAY). To manufacture Suzuki Zeus and Suzuki Heat, the
company has invested Rs 200 crore at its Gurgaon manufacturing plant. The
production capacity of the plant is 100,000 bikes per annum.

SUZUKI ZEUS 125CC FEATURES:

Powerful Disc Brakes (front, asbestos-free)
Bright and Big multi-reflector Halogen Head Lamp for better
visibility at night and make a dashing style statement.
Convenient Shift indicator for adjusting fuel efficiency on different
gears.
Advanced and Stylish Instrument Panel with Tachometer
Uniquely

styled

front

cowl

for

dynamic

look.

Stylish Under Cowl for engine protection and making a style

statement.
Advanced 5-speed Gearbox for a smoother and comfortable ride.
Robust all Aluminium Engine with large fins and upright cylinder for
superb cooling and style.
Primary Kick & Auto Decompression System for effortlessly starting
the engine in any gear.
Stylish and large fuel tank.
Ergonomic seat design for easy ground access and minimum knee
bending.
Helmet Holder to take the load off your head after you park the bike.

46

VEHICLE SUMMARY

OTHER SPECIFICATIONS

Name:
Model:
Type:
Top Speed:

Weight:
114.00 kg
Ground Clearance: 155.00 mm
Fuel Tank:
12.00 ltrs
Wheelbase:
1240.00 mm
Electrical System: NA
Headlamp:
NA
Battery Type:
9.0 KC 10HR
Battery Voltage: 12V
Battery Capacity: 2.5 Ah
Horn:
NA
Wheel Type:
Alloys
Wheel Size:
2.75x18 - 3.00x-18 mm
Tubeless:
Colors:
NA

Zeus 125
XCD
Commuter
101kph

ENGINE SPECIFICATIONS

Displacement:
Engine:
Maximum Power:
Maximum Torque:
Gears:
Clutch:
Bore:
Stroke:
Cylinder
Configuration:
Engine Block
Material:
Chassis Type:
Cooling Type:
Carburetor:

124cc
Four-stroke, Air-cooled,
OHC
8.5 Bhp @ 7500 rpm
10 Nm @ 3500 rpm
5 Speed
Wet Multiplate type
53.5
55.2
NA
NA
NA
Air Cooling
NA

DIMENSIONS

Length:
Width:
Height:

2040.00 mm
770.00 mm
1125.00 mm

ACTIVE AND PASSIVE SAFETY

Telescopic, Coil spring,

Oil damped
Swing-arm type, Coil
Suspension(Rear):
spring, Oil damped
Brakes:
Disc
Brakes(Rear):
Drum 130mm
Stand Alarm:
Suspension(Front):

COMFORT AND CONVENIENCE

Fuel Guage:
Analogue
Self Start:
Tacho Meter:
Analogue
Trip Meter:
Analogue-1
Alloys:
Warranty:
NA
Speedometer:
Analogue
Passenger Footrest:
Passenger
Backrest:
Step-up Seat:
Pass-light:

47

 SUZUKI HAYABUSA

Suzuki bring the

Hayabusa motorcycle to India. The Hayabusa official nomenclature is
GSX 1300R will pave the way for Suzukis foray into the superbike
segment in India. Competition, however, has already arrived in the shape of
Yamaha and Ducati motorcycles in India.
Powered by a 1340cc in line 4 cylinder engine, the Suzuki Hayabusa is
likely to sport a price tag of Rs 11 lakh. The bike was launched in the first
week of September 2008. Suzuki also launched a second superbike, the
GSX-R 1000 in November.
Although boasting of a top speed of 397 km per hour as per recorded figures,
the bike that will come to India will have a speed limit of 299 km per hour.
Company think that the higher figure here is from some world record
attempts, while 299 km ph would be the official top speed. Do keep in
though that superbike or not, speed limits in most parts of India are at 60
kmph, and may go up to 100 km ph on some of the expressways.
Suzuki expects only a sale of around 150 units of the Hayabusa in India per
annum.

48

SUZUKI WARRANTY POLICY

Suzuki Motorcycle India Private Limited, (SMIPL) offers warranty for all
models manufactured in its Gurgaon plant and sold through its authorized
dealers. Suzuki Motorcycle India Private Limited reserves the right either to
replace or repair, at their authorized dealer, free of cost, those parts which
may be found on examination to have manufacturing defect within 2 years
from the date of sale (or) first 30,000 kms whichever occurs earlier of its
operation.
If any of the free or paid service is not done as per schedule, the warranty
tends to stand void. Parts of the vehicle have been subjected to misuse,
accident, and negligent treatment, use of bad quality parts which are not
manufactured (or) not recommended for use by SMIPL on their motorcycles.

49

Parts of the motorcycle getting rusted or their plating or painting coming off
due to atmospheric condition like Sea Breeze and Industrial Pollution.

Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is used
for any commercial purposes like Hiring etc. SMIPL undertakes no liability
in the matter of any consequential loss (or) damage caused due to failure of
the parts. Parts repaired (or) replaced under this warranty are warranted only
for the original warranty period of Suzuki motorcycles. Consumables like
Engine Oil, TFF Oil, Grease, used for the warranty repair are not covered
under the application of the warranty.

M/S APEX SUZUKI AUTOSALES PVT.LTD.

The Apex Suzuki Show room has its separate service center, Here
APEX SUZUKI also have a latest service center with all semiautomatic instruments. It maintain a unique and regular checking
of each and every bike to increase a satisfaction level of the
customers.
APEX SUZUKI strictly watch and try to lesser the time of a
customer while they give bike in to service. Mostly Customer
when come to give his bikes in service, the service procedure of
the showroom is very less and smallest so that customer will free
within 5 Minutes.

50

Gate Entry
Receive by Service Advisor
Job Card Entry (Opening)
Estimation of Exp .
This Procedure will take just only 5 Minute then after Service of
the Bike is done.

SERVICE PROCEDURE
WASHING THE BIKE

MECHANICS / ENGINEER
(BIKE WISE)

SUPERVISOR

SPARPART REQUICISION (IF

REQUIRED)

SPAREPART
DEPART.

FITTING OF SPARPARTS &

COMPLETE FORTHER
PROCESS
51
DELIVERY
TESTINGTO
ON
THE
CUSTOMER
ROAD

APEX SELLING SCHEME & RESULT:

Selling scheme is a Dealers Scheme that is useful to attract the
customer towards the showroom to purchase new bike. This all
selling scheme provided to the customer is within Rs.2000. Such
Selling Scheme are:
RTO Free
Insurance Free
Petrol Free Up to some K.M or some Rupees.
Reference Sales
DSS (Door Sales Service)
Exchange (It is a Major tool of Scheme/Conversion)

52

SELLING OF SHOW ROOM:

Every showrooms goal is to increase the sales. The APEX
SUZUKI has a great sales of bike through providing different
scheme, facility and services to the customer. The Following
figures are approximate:
Daily 6 vehicles
Monthly 160 Vehicles
Yearly 1920 Vehicles.

MAJOR COMPETITORS
1) HERO HONDA MOTORS LIMITED

Hero Honda Motors Limited was established in 1984, as a joint venture

between India's Hero Group (world's largest bicycle manufacturers) and
Japan's Honda Motor Company. In 1985 production began with the launch
of its first motorcycle, the CD100, which gave 80 km to the liter. In 1987 the
engine plant was started and in 1989 the Company produced its 3,00,000th
motorcycle. In 2001 Hero Honda manufactured its 50,00,000th motorbike.
Hero Honda has a reputation of being the most fuel-efficient and the world's

53

single largest two wheeler Company. Shri Brijmohan Lall Munjal is the
chairman and managing director of this Company.
During 80s, Hero Honda became the first company in India to prove that it
was possible to drive a vehicle without polluting the roads.
The unique features like fuel conservation, safety riding courses and mobile
workshops helped the group reach in the interiors of the country. Wellentrenched in the domestic market, Hero Honda Motors Ltd. turned its
attention overseas, and exports have been steadily on the rise.

2) Honda Motorcycles & Scooters India Private Limited

Honda motors of Japan is not a new name in the two wheeler scenario in the
country, they were in a tie up with the Firodias owned Kinetic group.
However in the late 90s they parted ways after problems arose over issues
like introduction of new models, advertising expenditure, marketing
strategies and other related issues.

54

In the mid 80 Honda motors of Japan joined hands with the largest bicycle
maker of India the Hero cycles to create Hero Honda which in a couple of
decades or so have gone on to become the single largest motorcycle
company in the world. Though Honda has come on its own on the Indian
market yet it will be providing technological support to Hero Honda for the
next ten years.
Thus presenting a unique situation in which the company will be in direct
competition with the company which it has been associated for nearly two
decades. Honda Motorcycles and Scooters India limited, a 100% subsidiary
of Honda motor company Japan eventually entered the Indian market with
Honda Unicorn in 2004.

3) BAJAJ AUTO LTD.

Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki
Heavy Industries of Japan to manufacture state-of-art range of latest twowheelers in India. The JV has already given the Indian market the KB series,
4S and 4S Champion, Boxer, the Caliber series, and Wind125
Kawasaki Heavy Industries is a Fortune 500 company with a turnover of
USD 10 billion (Rs. 45,840 crore). It has crafted new technologies for more
than hundred years.

55

The technologies of KHI have redefined space systems, aircrafts, jet engines,
ships,locomotive, energy plants, automation system, construction machinery,
and of course high reliability two-wheelers KHI has given the world its
legendary series of 600-1200cc Ninja and 1600 Vulcan bikes. Straight from
its design boards, the Kawasaki Bajaj Eliminator, India's first real cruiser
bike, redefines the pleasure of "biking" in looks as well as performance.
Bajaj is the first Indian two wheeler automobile company in the market since
1945 with the name M/s Bacharj trading corporation private limited. In 1959
M/s Bacharj trading corporation private limited change its name as Bajaj
Auto Ltd. Bajaj Auto obtains license from the Government of India to
manufacture two- and three-wheelers vehicles in 1959.

4) TVS MOTORS LTD.

TVS Motor is a leading and trusted two wheeler company began with
the vision of TVS Scooty the founder of the Sundaram Clayton Group,
the late T.S. Srinivasan - 'to design, develop and produce an affordable
moped for the Indian family.' This vision was realized in 1980 when TVS
50, India's first two-seater moped rolled out of the factory at Hosur in Tamil

56

Nadu, Southern India. The company has been known for its ruggedness and
reliability.
TVS Motor has continually worked on innovation of the motorcycle
segment along with two wheeler range. The Suzuki Shaolin, developed by
TVS Suzuki is India's first 5-speed, 140 cc motorcycle. Another example of
the company success is TVS Scooty, a 60 cc Scooterette which keep one
step ahead of its time in India. The company is the third largest two-wheeler
manufacturer in India and ranks among the top ten globally. The company
was the first in India to launch 2-seater 50cc moped and 100cc IndoJapanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty,
TVS Centra and TVS Fiero are the popular bikes in Indian market.

5) YAMAHA MOTOR INDIA (YMI)

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 state57

of-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.
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-stroke and 4- stroke bikes in India. Presently, its product portfolio
includes Crux (100cc), Alba (106cc) and Gladiator (125cc).

6) ROYAL ENFIELD MOTORS LTD.

Established in 1955, Royal Enfield was the brand of the

Enfield Cycle Company. Royal Enfield is one the oldest bike
on the road. The company is well known for producing
motorcycles, but they also produce bicycle, stationary
engines, lawnmowers and rifle small parts for the Royal
Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has
its headquarter situated at Thiruvottiyur, Chennai, Tamil
Nadu, India.

58

In 1990, Royal Enfield entered into a strategic alliance with

the Eicher Group, and later merged with it in 1994. The
annual turnover of the company is Rs.10 billion.
The corporate philosophy of Royal Enfield Motors Ltd. is built
around quality and unflinching loyalty to the customer. The
ruggedness and reliability of the bike is endorsed by the
army, the police, the paramilitary forces and over 500
institutions which form part of the die-hard customer base of
the Bullet, dubbed the "Rajagadi", or royal vehicle.
Royal Enfield Motors Ltd. operates out of 12 area offices, 16
depots, over 250 dealers and 150 authorized service centers
in India. The company also exports its products to over 20
countries including Canada, France, Japan, USA, Germany
and UK.

59

INTRODUCTION:
Satisfaction is a persons feelings of pleasure or disappointment resulting
from comparing a products perceived performance (or outcome) in relation
to his or her expectations. Whether the buyer is satisfied after purchase
depends on the offers performance in relation to the buyers expectations. If
the performance falls short of the expectations, the customer is dissatisfied.
If the performance matches the expectations, the customer is satisfied. If the
performance exceeds expectations the customer is highly satisfied or
delighted.
A company would be wise to measure customer satisfaction regularly
because one key to customer retention is customer satisfaction. A highly
satisfied customer generally stays loyal longer, buys more as the company
introduces new products and upgrades existing products, talks favorably

60

about the company and its products, pays less attention to competing brands
and is less sensitive to price, offers product or service ideas to the company,
and costs less to serve than new customers because transactions are routine.
When customers rate their satisfaction with an element of the companys
performance - say, delivery. It could mean early delivery, on-time delivery,
order completeness, and so on. The company must also realize that two
customers can report being highly satisfied for different reasons. One may
be easily satisfied most of the time and the other might be hard to please but
was pleased on this occasion. A number of methods exist to measure
customer satisfaction.
Periodic surveys can track customer satisfaction directly. Respondents can
also be asked additional questions to measure repurchase intention and the
likelihood or willingness to recommend the company and brand to others.
Companies that do achieve high customer satisfaction ratings make sure
their target market knows it. For customer centered companies, customer
satisfaction is both a goal and a marketing tool. Although the customercentered firm seeks to create high customer satisfaction, that is not its
ultimate goal.
If the company increases customer satisfaction by lowering its price or
increasing its services, the result may be lower profits. The company might
be able to increase its profitability by means other than increased satisfaction
(for example, by improving manufacturing processes or investing more on
R&D). Also, the company has many stakeholders, including employees,
dealers, suppliers and stock holders.
61

Spending more to increase customer satisfaction might divert funds from

increasing the satisfaction of other partners. Ultimately, the company must
operate on the philosophy that it is trying to deliver a high level of customer
satisfaction subject to delivering acceptable levels of satisfaction to the other
stakeholders, given its total resources.

CUSTOMER SATISFACTION IN 7 STEPS

It's a well known fact that no business can exist without customers. In the
business of Website design, it's important to work closely with your
customers to make sure the site or system you create for them is as close to
their requirements as you can manage. Because it's critical that you form a
close working relationship with your client, customer service is of vital
importance. What follows are a selection of tips that will make your clients
feel valued, wanted and loved.
1. ENCOURAGE FACE-TO-FACE DEALINGS:

This is the most daunting and downright scary part of interacting with a
customer. If you're not used to this sort of thing it can be a pretty nerve62

wracking experience. Rest assured, though, it does get easier over time. It's
important to meet your customers face to face at least once or even twice
during the course of a project. Suzuki believes that if a potential client
spends over half the meeting doing the talking, you're well on your way to a
sale. In SMPIL always face to face dealing with customer

2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR

CLIENTS INFORMED:
This goes without saying really. We all know how annoying it is to wait
message and you'll contact them about it as soon as possible. Even if days
for a response to an email or phone call. It might not always be practical to
deal with all customers' queries within the space of a few hours, but at least
email or call them back and let them know you've received their you're not
able to solve a problem right away, let the customer know you're working on
it.
Suzuki always listen customer problem and solve his queries and always
have communication with customer.
3. BE FRIENDLY AND APPROACHABLE:

63

It's very important to be friendly, courteous and to make your clients feel
like you're their friend and you're there to help them out. There will be times
when you want to beat your clients over the head repeatedly with a blunt
object - it happens to all of us. It's vital that you keep a clear head, respond
to your clients' wishes as best you can, and at all times remain polite and
courteous.
In Suzuki showroom all workers are trained and well behave with customer.
Suzuki showrooms staff very friendly with clients.

4. HAVE A CLEARLY-DEFINED CUSTOMER SERVICE

POLICY:
This may not be too important when you're just starting out, but a clearly
defined customer service policy is going to save you a lot of time and effort
in the long run. If a customer has a problem, what should they do? If the first
option doesn't work, then what? Should they contact different people for
billing and technical enquiries? If they're not satisfied with any aspect of
your customer service, who should they tell?
There's nothing more annoying for a client than being passed from person to
person, or not knowing who to turn to. Making sure they know exactly what
to do at each stage of their enquiry should be of utmost importance. So make
sure your customer service policy is present on your site -- and anywhere
else it may be useful.
64

In Suzuki all terms & conditions are clearly mentioned so that no doubt in
customer mind

5. ATTENTION TO DETAIL (ALSO KNOWN AS 'THE

LITTLE NICETIES'):
Have you ever received a Happy Birthday email or card from a company
you were a client of? Have you ever had a personalized sign-up confirmation
email for a service that you could tell was typed from scratch? These little
niceties can be time consuming and aren't always cost effective, but
remember to do them.
Even if it's as small as sending a Happy Holidays email to all your
customers, it's something. It shows you care; it shows there are real people
on the other end of that screen or telephone; and most importantly, it makes
the customer feel welcomed, wanted and valued.
Suzuki has keep detail of all customers and make them happy on specific
occasion.

6. ANTICIPATE YOUR CLIENT'S NEEDS & GO OUT OF

YOUR WAY TO HELP THEM OUT:
Sometimes this is easier said than done! However, achieving this supreme
level of understanding with your clients will do wonders for your working
relationship.

65

Suzuki always tries to know about customer needs and make the product
according to them.

7. HONOUR YOUR PROMISES:

It's possible this is the most important point in this article. The simple
message: when you promise something, deliver. The most common example
here is project delivery dates.Clients don't like to be disappointed.
Sometimes, something may not get done, or you might miss a deadline
through no fault of your own. Projects can be late, technology can fail and
sub-contractors don't always deliver on time.

OBJECTIVES OF THE STUDY

The objective of the study is Company image SUZUKI

MOTORCYCLES and Survey research to measure customer
perception towards SUZUKI ACCESS 125.

To determine the effects of the company image on the sales.

To understand customer attitude towards Suzuki motorcycles and
Suzuki auto.

66

 To determine the Comparision of Suzuki motor cycle to other brands.

To know the tastes and preferences of people.
To know the the customer view regarding Suzuki Access.
To find the reasons for buying Access 125.

SCOPE OF STUDY
This study is aimed at providing SUZUKI MOTORCYCLES INDIA PVT.
LTD. with an insight on the consumer satisfaction pattern of Suzuki Access
125cc as well as the customers response and awareness towards the brand,
products and services of Suzuki.
The data has been analyzed and presented in a simple and precise way on the
basis of which pertinent recommendations have been made to the company
to better the services, policies and strategies of the company in India.
Companies also want the Suggestion for improvement from users
of Suzuki Vehicle & get Feedback from customer.

67

RESEARCH METHODOLOGY
Survey research is the systematic gathering of information from respondents
for the purpose of understanding and/or predicting some aspects of the
behaviors of the population of interest. It is the most common method of
collecting primary data for marketing decisions. Survey can provide data on
attitudes, feelings, beliefs, past and intended behaviors, knowledge,
ownership, personal characteristics and other descriptive items.
Survey research is concerned with administration of questionnaires
(interviewing). The survey research must be concerned with sampling,
questionnaire design, questionnaire administration and data analysis. The
administration of questionnaire to an individual or group of individuals is
called an interview. A questionnaire is simply a formalized set of questions

68

for eliciting information. As such, its function is measurement and it

represents the most common form of measurement in marketing research.
The report has been prepared on the basis of information collected from
different sources. In order to achieve the objective of the project proper
research method was applied. After giving through brain storming session,
objectives were selected and the set on the base of these objectives, A
questionnaire was designed major emphasis of which was gathering new
ideas or insight so as to determine and bind out solution to the problems.

RESEARCH DESIGN
This study is a mix of explorative and formal methodologies
adopting monitoring and observing to study the dealerships in Lucknow and
communication to elicit responses from customers. This is a cross sectional
study done during the months March-May.
The study also aims at findings out the customer satisfaction level of
SUZUKI motor cycle .For the customer satisfaction study a questionnaire
was formulated containing 22 questions which were sent out for response
mainly through personal interviews of customers.

Results of this step

formed the basis of the recommendations given to the company.

69

SOURCE OF DATA
The report has been prepared as per the information
obtained from two sources. They are:
Primary data
Secondary data

1. PRIMARY DATA :
The primary data is that which details we collect first time from the
market and also used first time in the research. To collect the primary data
structured non disguise questionnaire is prepared. Primary Data was very
crucial to collect so as to know various past & present consumer views about
bikes/scooter and to calculate the market share of this brand in regards to
other brands. Fresh primary data was collected by taking direct filling of a
questionnaire from customer which involved face to face, all the Suzuki

70

customer who visited the dealership showroom for the service of their
bikes/scooters were questioned in order to find out the behavior of customer.

2.

SECONDARY DATA:

Secondary data are those which has been collected by some one else and
which already have been passed through statistical process. When the
secondary data are sufficient, the researcher has to be satisfied with the
primary sources of data. Secondary data can be used as bases for comparison
with primary data have been collected by questionnaire. Secondary data has
been taken from internet, newspaper, magazines and companies web sites.

DATA COLLECTION METHOD

Researcher instruments is the tool by which the researcher can do research
on specific problems or objective. The most popular researcher instrument
for collection data is Questionnaire for a particular investigation. It is
simple for a moiled set of questions presented to respondents for their
answers. Due to this flexibility, it is most common instrument used to collect
the primary data. During the pre- testing of questionnaire, I seen the reaction
of respondents and suggestions required to make change in research
instrument.
The questionnaire contains three types of questions.

1) OPEN-ENDED QUESTIONS:-

71

It is helpful in knowing what is uppermost in

the mind of the respondents. It gives complete freedom to the respondent.

2) DICHOTOMOUS QUESTIONS:It has only two answers in form yes

or no, true or false, use or do not use. So the respondent is offered
two or more choice.

3) MULTIPLE-CHOICE QUESTION:In this, the respondent is offered two or more choice.

SAMPLE DESIGN
Sampling is a process of obtaining. The information about the entire
population by examine a part of it .The effectiveness of the research depends
on the sample size selected for the survey purpose. For the customer
satisfaction study a sample of 100 persons was chosen from the Suzukis
dealership in Lucknow.

SAMPLING PLAN:
Data collected has been analyzed and interpreted by using
simple percentage method and finally the data is presented in graphs and
charts.

72

SAMPLING FRAME:
Customers visiting showrooms for servicing their motorcycles
Shopping malls, Supermarket, Markets, College parking etc

SAMPLE SITE:The survey was conducted in Lucknow city.

SAMPLING UNIT:It means Who is to be surveyed. Here target population is

decided and it is who are interested to purchase Scooter and sampling
frame is developed so that every one in the target population has known
chance of being sampled. So the survey is conducted particularly in
Lucknow City.

SAMPLE SIZE:For the purpose of proper survey, there is need of perfect

research instruments to find out sample size for more accurate result about
buying behavior of scooter. The sample size is 100 respondents.

SAMPLING METHOD :73

A Stratified random sample is one where the

population is divided in to mutually exhaustive strata or sub-group and then
a simple random is selected within each of strata on age groups, occupation
etc. It may be noted that stratification does not means absence of
randomness. I use a simple random sampling method.

74

1) AGE-WISE CLASSIFICATION
AGE (IN YEARS)
18-25
26-35
36-45
46 & ABOVE

NO. OF RESPONDENTS
49
26
19
6

PERCENTAGE (%)
49
26
19
6

ANALYSIS:

75

 The above pie chart is showing that the customers of Suzuki Access
125 are mainly coming from the age group of 18-25 that is around
49% because that people of this age group are passionate and are style
freaks,
we can say that Popularity of Access 125 is available in the age of 2635 (around 26%) also because of its reputation in the world market.

2) GENDER-WISE CLASSIFICATION
MALE
71
71

GENDER
PERCENTAGE (%)

FEMALE
29
29

ANALYSIS:
Above Graph shows that 71% of respondent are Male
and 29%of respondent are Female.

76

3) MARITAL STATUS CLASSIFICATION

MARITAL STATUS
PERCENTAGE (%)

MARRIED
51
51

UNMARRIED
49
49

ANALYSIS:
In this pie chart it is very much clear that 51% of the Access 125
77

Customer is mainly 51% married & 49% unmarried, so Suzuki launch

Access 125 is mostly being accepted by the family oriented people.

4) OCCUPATION-WISE CLASSIFICATION

OCCUPATION
PERCENTAGE (%)

OFFICIALS
37
37

STUDENTS
55
55

RETIRED
3
3

OTHERS
5
5

ANALYSIS:

78

Once again we found that Suzukis major customers are the

students of colleges and schools which consists 55%, as they want
something special, new, stylish, masculine and attractive.

5) INCOME-WISE CLASSIFICATION
INCOME (P.A) (IN 000)
75-100
100-125
125-150
150 & ABOVE

NO. OF RESPONDENTS
2
18
49
31

PERCENTAGE (%)
2
18
49
31

ANALYSIS:

79

In the income group distribution we can analyze those

customers of Access 125 are coming from the Middle income group people
which is around 49% by including 125-150 slab of income group. It shows
that Suzuki is placing their products in the appropriate price range. As the
people of this income bracket can easily afford this two wheeler.

7) WHAT IS YOUR PRECEPTION ABOUT

SUZUKI ACCESS 125 AUTOMOBILES
PRODUCT?

NO, RESPONDENT
PERCENTAGE (%)

VERY GOOD
14
14

GOOD
28
28

AVERAGE
56
56

BAD
2
2

80

ANALYSIS:
In this pie chart it is very much clear that customer perception
about Suzuki automobiles product is average 56% and 28% are good.

8) HOW DID YOU GET KNOW ABOUT

SUZUKI ACCESS 125?
RESPONDENTS
PERCENTAGE (%)

ADVERTISEMENT
44
44

FAMILY
22
22

FRIENDS
18
18

DEALERS
6
6

ANALYSIS:
As we can see here the major promotional tool which is influencing the
customers is advertisements which is around 49%, after that the major
source of awareness among customers, is Family 24% & friends 20%.
So here we can say that Suzuki should produce better advertisements like
Access 125 and they should link their ads with the emotions of the
customers so that the brand recognition by the customers will be for long
81

time. The customers can still recall the punch lines of Bajaj and Hero Honda
such as HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN. such
should also use such kind of heart loving lines.

RESPONDENTS
PERCENTAGE (%)

MORE VARIETY

MORE VALUE
FOR MONEY

IMPROVED
QUALITY

14
14

49
49

29
29

BETTER
SALES
SERVICE
8
8

9) IF YOU ARE GOING TO BE A CUSTOMER

OF SUZUKI MOTORCYCLES, WHAT WILL BE
YOUR EXPECTATION?

ANALYSIS:

82

As we can see that most of customer expectation after going to be Suzuki

motorcycles product is 49% ask more value for money & 29% ask improved
quality so company should provided according to the needs and quality to
the customer.

RESPONDENTS
PERCENTAGE (%)

HERO HONDA
34
34

TVS
9
9

HONDA
36
36

BAJAJ
21
21

10) WHICH BRAND ACCORDING TO YOU IS

GIVING THE MOST COMPETITION TO
SUZUKI IN INDIA?

83

ANALYSIS:
In this pie chart we can see that in India most competition brand against
Suzuki motorcycles is Honda 36% & Hero Honda 34% so to increase market
share and fight with competition SMIPL has to give customer wide range of
product with better quality.

11) DO YOU LIKE SUZUKI ACCESS 125?

RESPONDENTS
PERCENTAGE (%)

VERY MUCH
54
54

AVERAGE
43
43

NOT SO MUCH
3
3

84

ANALYSIS:
As we can see that 69% customer are very much like Suzuki Access 125 but
43% customer are average like Suzuki Access 125 so company has to more
improve his product.

13) DO YOU THINK THAT THE SUZUKI

ACCESS 125 IS CAPABLE TO ATTRACT
TODAYS GENERATIONS?
RESPONDENTS
PERCENTAGE (%)

YES
69
69

NO
22
22

CANNOT SAY
9
9

85

ANALYSIS:
In this pie chart we can se that 69% customer are think that Access 125 is
attract todays generation and 22% are think that no so company should
more focus on todays generation.

14) WHAT IS THE BEST THING IN SUZUKI ?

RESPONDENTS
PERCENTAGE (%)

QUALITY
43
43

STYLE/DESIGN
33
33

SERVICE
13
13

PRICE
11
11

86

ANALYSIS:
Above graph show that in Suzuki the best thing is quality 43%, style/design
33% so company should maintain his quality & style and improved his
service & price to increase satisfaction level.

15) HAS IT SERVED THE PURPOSE OF

PURCHASING?

RESPONDENTS
PERCENTAGE (%)

YES
53
53

NO
12
12

AVEARAGE
29
29

CANT SAY
6
6

ANALYSIS:
87

We can see that 53% are satisfied 29% are average satisfied and thinks that it
is worth purchasing so it is good for company.

16) SATISFIED WITH FREE SERVICE FROM

THE SHOWROOM?

RESPONDENT
PERCENTAGE (%)

YES
82
82

NO
18
18

88

ANALYSIS:
In this pie chart we can see that 82% customer is satisfied with free service
from the showroom so the company showroom maintain his service &
customer relationship.

17) IS SUZUKI ACCESS 125 COMFORTABLE

FOR DRIVING & JOURNEY?

RESPONDENTS
PERCENTAGE (%)

YES
73
73

NO
3
3

AVERAGE
24
24

89

ANALYSIS:
Above pie chart shoe that 73% customer think that Suzuki Access 125 is
comfortable for driving & journey so company should maintain quality of
Access 125 and provide safety measures to the customer.

18) MAINTENANCE COST OF SUZUKI ?

RESPONDENTS
PERCENTAGE (%)

HIGH
6
6

AVERAGE
39
39

LOW
55
55

ANALYSIS:

90

In this pie chart we can that the maintenance of Suzuki is 55% low and 39%
average so it is good for company and company should maintain his product
quality.

19) DO YOU THINK THE VALUE OF MONEY

YOU SPENT ON SUZUKI ?

RESPONDENTS
PERCENTAGE (%)

YES
69
69

NO
3
3

AVERAGE
28
28

91

ANALYSIS:
Above pie chart show that after purchasing Suzuki 69% customer are thinks
that it is good value for money and 28% think that it is average for money.

20) WHAT IS YOUR LEVEL OF

SATISFACTION TOWARDS SUZUKI ?
RESPONDENTS
PERCENTAGE (%)

0-25
9
9

25-50
13
13

50-75
26
26

75-100
52
52

ANALYSIS:

92

In this pie chart we can see that customer belongs to 75-100 satisfaction
level, 18% customer belongs to 50-75 satisfaction level so it is good for
company that people like Suzuki.

FINDINGS
The survey show that 56% customer are average & 28% customer are
good perception about Suzuki automobile product
The study show that 44% respondents come to know from
advertisement and 22% respondents purchase two wheeler from
familys recommendation.
The survey show that 49% customer are going to be Suzuki
motorcycles because they expectation is more value for his money and
29% are going to be improve quality product.
The survey show that in India the most compare brand against
SUZUKI is Honda 36%, Hero Honda 34% and Bajaj 21%.
The survey shows that 54% customers are like Suzuki Access 125 and
43% are average like.
The survey show that 69% customer think that Suzuki Access is
capable to attract todays generation.

93

 The survey shows those 43% customers are believed that quality is the
best thing is Suzuki Access 125.

CUSTOMERS REVIEW
The style of scooter not much impressive, I am waiting for the how
the market responds but main key is priced comparative with Honda
activa and mileage.
Suzuki is globally known for quality, value for money & customer

satisfaction. They have taken care of every aspect. Its a family

vehicle. Have style, comfort, safety, space & price I am sure will be at
par with competition.
I am very much impressed by the looks, style of Access. It is likely to
be much dearer than Activa.
Suzuki-Access-125. Its looks very nice I am sure price of scooter will

be defiantly competitive with Honda-Activa.

I have liked the scooter. It is what I had expected to own.
I

am

impressed

with

the

finish,

style

and

quality.

94

SWOT ANALYSIS
1) STRENGTHS:
Size and scale of parent company
Effective Advertising Capability
Committed and dedicated staff
High emphasis on R & D
Experience in the market
Established brand

2) WEAKNESSES:
Small showrooms
Not much emphasis on aggressive selling
Weak product diversity

3) OPPORTUNITIES:
Growing premium segment
Global expansion into the Caribbean & Central America
Become Indias leader
Growing premium segment.

4) THREATS:
95

 Cut throat competition

Increasing number of players in the market
Rising raw material costs
Increasing rates of interest on finance

LIMITATIONS

This research is geographically restricted to Ahmedabad only.

Hence the result cannot be extrapolated to other places.
The study is restricted only to the organized sector of two wheeler
industry
The seriousness of the respondents and their ability to justify their
answers may also be a limitation.
The sample size is small due to the specified reasons.
Findings are based on sample survey.
All interview questions are undisguised or direct. Hence there is a
scope for the respondents to be biased or pretentious.
During the survey most of the respondents contacted had newly
purchased the motorcycle thus they could not respond accurately
i.e. their satisfaction level and defects in the motorcycles.

96

 The research is directly concerned with the study of human

preference and behavior and achieving absolute mathematical
accuracy towards this was not possible.

RECOMMENDATIONS
The Suggestions that are given by customers and we give
suggestions as a market researcher for Improving in a service,
advertisements. Because after selling of a vehicle customer may
has some of the problem and customer come for solve their
problem through service and company should try to give proper
service to satisfy customer by solving their problem. The
suggestions are as followed:
As people expect more mileage per kilometer, company should
increase the mileage of the Suzuki Vehicles.
SMIPL should increase the production capacity as the customers have
to wait for 3-4 months for delivery of the Suzuki Access.
Company showroom should take less time for service the
vehicle.
Company should facilitate a Scheme for servicing Old
Vehicles so that the entire customer services their vehicle at
companys service station.
Suzuki should introduce a low price moped.

97

 All parts should be available at service station. Because

sometime customer face the problem that parts are not
available.
Company should facilitate a Scheme for servicing Old
Vehicles so that the entire customer services their vehicle at
companys service station.

Suzuki increase in advertising in mass media to promote its sales.

Company should manufacture motorcycles which can withstand for
long time on Indian roads.
Company should appoint a brand ambassador and also sponsor
entertainment and sports events so that the name of the company
remains in the minds of the people.
SMPIL should implement new marketing strategies to compete with
Indian competitor
Suzuki at the moment has a very weak product portfolio and its
products are not that visible in the market.
Suzuki should maintain and produce the bikes in quarterly or half
yearly so that customers can avail options.

98

CONCLUSION
Indian 2-wheeler industry is the second largest in Asia after China. After the
separation with Tvs Motors the main focus of Suzuki has been to capture the
Indian Market through its Product which are Best In terms Of Style &
Design and is trying to achieve more target of which it has laid down for the
coming years its Recent Launched Bikes like Suzuki Zeus, GS150R,
Hayabusa and Scooter Suzuki Access have shaken the market leader Like
Bajaj, Hero Honda & Honda is giving them a tough competition & soon
going Launch Few More Bikes in the market. But in a country like India
where customer generally appreciates mileage it becomes necessary for a
company like Suzuki which produces Bikes whose prices are towards the
higher end to focus on other factors to which influence the consumer choice
of Product like Prices, after sale services and many more.
After deep research, analysis and getting information about customer of
Suzuki Access 125 as formulated that Suzuki Access has success in the
market and people satisfied this product.

99

BIBLIOGRAPHY

MAGAZINES:
Auto India - Car & Bike Magazine

NEWSPAPERS:
Economic Times
Business Standard

WEBSITES:
www.suzukimotorcycles.co.in
www.autowebindia.com
www.sitepoint.com
www.automonitor.com
www.siamindia.com

100

 Various Search Engines

APPENDIX
(QUESTIONNAIRE)
1. Name -________________________________________
2. Age

18-25
36-45

3. Gender-

Male

4. Marital Status-

Married

26-35
46 and above

Female

Unmarried

5. OccupationOfficials

Students

Retired

Others

6. Your income (per annum) (in thousands)?

Rs. 75-100

Rs. 100-125

101

Rs. 125-150

Rs. 150 above

7. What is your perception about Suzuki automobiles product?

Very good

Good

Average

Bad

8. How did you get to know about Suzuki?

Advertisement

Family information

Friends recommendation

Dealers recommendation

9. If you are going to be a customer of Suzuki motorcycles, what will be

your expectation?
More variety
more value for money
Improved quality
Better after-sales service
10.
Which brand according to you is giving the most competition to
SMIPL in India?
Hero Honda

Tvs

Honda

Bajaj

11.
Do you like the Suzuki Access 125?
Very much
Average
Not so much
12.

What about the Price of Suzuki Access 125?

Highly priced

Moderate/Avg price

Low price

Do you think that the Suzuki Access 125 is capable to attract

todays generations?
Yes
No
cannot say

13.

14.

What is the best thing in Suzuki Access 125?

102

Quality
15.

Yes

Style/design

Service

Price

Has it served the purpose of purchasing?

No
Average
Cannot say

16.

Are you satisfied with free service from the showroom?

Yes
No

17.

Is Suzuki Access 125 comfortable for driving and journey?

Yes
No
Average

18.

Maintenance cost of Suzuki Access 125?

High
Moderate/Avg
Low

Do you think worth the value of money you spent on Suzuki

Access 125?
Yes
No
Average

19.

20.

What is your level of satisfaction towards Suzuki access?

0-25%

25-50%

50-75%

75-100%

21.
Suggestions/Feedback, if any
__________________________________________________

103