CUSTOMER SATISFACTION:

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

services supplied by a company meet or surpass customer expectation. It is
seen as a key performance indicator within business and is part of the four
perspectives of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.
According to Harold E Edmondson Customer Satisfaction seems to
appear in print more frequently than any other catch phrase used to describe
a new found magic for industrial success. Before we proceed in to the study
of the dynamics of Customer Satisfaction it is important to know about, who
a customer is and what satisfaction really means.
Customer satisfaction is a concept that more and more companies are putting
at the heart of their strategy, but for this to be successful theyre needs to be
clarity about, what customer satisfaction means and what needs to happen to
drive improvement.

NEED OF THE STUDY:

Most marketers see the goal of marketing as those of maximizing not
consumption but customer satisfaction every company exist because they
produce goods or services as required by the customer. So it is very
important that these which the company produces should satisfy the needs of
customers.

OBJECTIVES OF THE STUDY:

To Know the Customer satisfaction Towards Yamaha.

To study about the various factors influencing the customers.

To know the awareness of the 2- wheeled vehicle.

To find the opinions and suggestions of the customer of Yamaha.

SCOPE OF THE STUDY:

The study will allow knowing the opinions, views, perceptions,

attitudes, suggestions of the customers for the Yamaha motor
Brand.
From the company point of view it gets the feedback and
suggestions from the customers and thus can implement
different sales and promotion activities.
From the student point of view it helps me to understand how
many are aware of the brand and to know about the industry.

LIMITATION OF THE STUDY:

4

However I have tried my best in collecting the relevant information yet there
are always present some limitations under which researcher has to work.
Here following are some limitations under which I had to work to as shown
below:
1.

Limited time:

There was limited time in which this project has to

be completed. Therefore it was a major limitation of the study.

2.

Limited Area :

The area covered in this project was only

Nalgonda
3.

Few interaction:

There was little interaction with the people as we

were only limited within area.

4

Communication Problem :

The accurate decision cannot be taken

by the information collected; people were relucate while giving their

personal information
6

Dynamic nature of the environment, what is true and relevant today

may not be true and relevant tomorrow.

RESEARCH METHODOLOGY:

Research methodology describes how the research study was

undertaken. This includes the specifications of source of data, research
design, and method of data collection, the sampling method and the tools
used.

SAMPLE DESIGN:
Geographical area:
The study is conducted in Nalgonda.
Duration of project:
The duration of project work is about 45 days
Population:
Population for this research is set of customers those who are using
with Bsnl in Nalgonda.
Sample units:
The sampling units used by the researcher for this research, are those
who are using with Bsnl.

Sample size:
The number of samples collected by the researcher is 100 customers.

Sampling procedure / Sampling method:

The sampling method used for this study is convenience sampling,
which is selected according to the easy and convenience of the researcher.

SOURCE OF DATA
Primary data:
The researcher collected both by direct survey from the dealers
through questionnaire. The researcher used structured questionnaire.
Secondary data:
Here the researcher collected secondary data from the company
profile, industry profile and official web sites.

RESEARCH INSTRUMENT:

Research instrument used for data collecting is questionnaire and

interview schedule.

Questionnaire
The questionnaire is prepared in a well-structured and non disguised
form so that it is easily understandable and answerable by everyone. The
type of questions include in the questionnaire are open-ended questions,
multiple choice questions and dichotomous questions.

Interview Schedule
The interview method of collecting data involves presentation of oral-verbal
stimuli and reply in terms of oral-verbal responses. Then the responses are
filled up in the questionnaire, for further analysis.

FRAME WORK OF ANALYSIS:STASTICAL TOOLS USED FOR ANALYSIS:

8

The researcher carries out analysis through various statistical tools.

The statistical analysis is useful for drawing inference from the collected
information.

Simple percentage analysis

Bar diagrams
Pie charts

INDUSTRY PROFILE:
AUTOMOBILE INDUSTRY:

In India there are 100 people per vehicle, while this figure is 82 in china. It
is expected that Indian automobile industry will achieve mass motorization
status by 2014.

Industry Overview:
Since the first car rolled out on the streets of Mumbai (then Bombay) in
1898, the automobile industry of India has come a long way. During its early
stages the auto industry was overlooked by the then Government and the
policies were also not favourable.The liberalization policy and various tax
reliefs by the Govt.of India in recent years has made remarkable impacts on
Indian Automobile industry. Indian auto industry, which is currently growing
at the pace of around 18% per annum, has become a hot destination for
global auto players like Volvo general motors and ford. A well developed
transportation system plays a key role in the development of an economy,
and India is no exception to it. With the growth of transportation system the
automotive industry of India is also growing at rapid speed, occupying an
important place on the canvas of Indian economy.
Today, Indian automotive industry is fully capable of producing various
kinds o vehicles and can be divided into 03 broad categories. Cars, twowheelers and heavy vehicles.
10

SNIPPETS
The first automobile in India rolled in 1897 in Bombay
India is being recognized as potential emerging auto market
Foreign players are adding to their investments in Indian auto industry
Within two-wheelers, motorcycles contribute 80% of the segment size
Unlike the USA, the Indian passenger vehicle market is dominated by
cars (79%)
Tata motors dominates over 60% of the Indian commercial vehicle
market
2/3rd of auto component production is consumed directly by OEMs.
India is the largest three-wheeler market in the world.
India is the largest two-wheeler manufacturer in the world.
India is the second largest tractor manufacturer in the world.
The number one global motorcycle manufacturer is in India

11

 India is the fourth largest car market in Asia-recently crossed the 1

million mark.

TWO WHEELERS
Every possession is a statement. So are the two wheelers. In fact, two
wheelers are more than that. A good-looking two-wheelers or motorbike
would not only help you to impress others, but can go a long way in making
your life convenient. Once you possess two-wheelers, unknowingly, it would
become a part of your life. From helping you to reach the market or the work
place to making a sojourn at weekends to a neighboring place with
likeminded friends, your two-wheeler is always multi tasking for you. Two
wheeler manufacturers are well aware of their rising demand and hence, are
teaming up the market with new products every day. Manufacturers are
targeting low income sections also with some cheap motorbikes as they are
increasingly becoming the potential consumers, market with new products
every day. Manufacturers are targeting low income sections also with some
cheap motorbikes as they are increasingly becoming the potential
consumers.
THE TWO WHEELER COMPANIES
1. BAJAJ
12

2. HERO HONDA

3. TVS

4. SUZUKI

5. YAMAHA

6. KINETIC

7. ROYAL ENFIELD

8. HONDA

9. MAHINDRA

Indian Two-Wheeler Industry: A Perspective

13

Automobile is one of the largest industries in global market. Being the leader
in product and process technologies in the manufacturing sector, it has been
recognised as one of the drivers of economic growth. During the last decade,
well-directed efforts have been made to provide a new look to the
automobile policy for realising the sector's full potential for the economy.
Steps like abolition of licensing, removal of quantitative restrictions and
initiatives to bring the policy framework in consonance with WTO
requirements have set the industry in a progressive track. Removal of the
restrictive environment has helped restructuring, and enabled industry to
absorb new technologies, aligning itself with the global development and
also to realise its potential in the country. The liberalisation policies have led
to continuous increase in competition which has ultimately resulted in
modernisation in line with the global standards as well as in substantial cut
in prices. Aggressive marketing by the auto finance companies have also
played a significant role in boosting automobile demand, especially from the
population in the middle income group.

Evolution of Two-wheeler Industry in India

14

Two-wheeler segment is one of the most important components of the

automobile sector that has undergone significant changes due to shift in
policy environment. The two-wheeler industry has been in existence in the
country since 1955. It consists of three segments viz. scooters, motorcycles
and mopeds. According to the figures published by SIAM, the share of twowheelers in automobile sector in terms of units sold was about 80 per cent
during 2003-04. This high figure itself is suggestive of the importance of
the sector. In the initial years, entry of firms, capacity expansion, choice of
products including capacity mix and technology, all critical areas of
functioning of an industry, were effectively controlled by the State
machinery. The lapses in the system had invited fresh policy options that
came into being in late sixties. Amongst these policies, Monopolies and
Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act
(FERA) were aimed at regulating monopoly and foreign investment
respectively. This controlling mechanism over the industry resulted in: (a)
several firms operating below minimum scale of efficiency; (b) underutilisation of capacity; and (c) usage of outdated technology. Recognition of
the damaging effects of licensing and fettering policies led to initiation of
reforms, which ultimately took a more prominent shape with the
introduction

of

the

New

Economic

Policy

(NEP)

in

1985.
15

However, the major set of reforms was launched in the year 1991 in
response to the major macroeconomic crisis faced by the economy. The
industrial policies shifted from a regime of regulation and tight control to a
more liberalised and competitive era. Two major results of policy changes
during these years in two-wheeler industry were that the, weaker players
died out giving way to the new entrants and superior products and a sizeable
increase in number of brands entered the market that compelled the firms to
compete on the basis of product attributes. Finally, the two-wheeler
industry in the country has been able to witness a proliferation of brands
with introduction of new technology as well as increase in number of
players. However, with various policy measures undertaken in order to
increase the competition, though the degree of concentration has been
lessened over time, deregulation of the industry has not really resulted in
higher level of competition.
A Growth Perspective
The composition of the two-wheeler industry has witnessed sea changes in
the post-reform period. In 1991, the share of scooters was about 50 per cent
of the total 2-wheeler demand in the Indian market. Motorcycle and moped
had been experiencing almost equal level of shares in the total number of
two-wheelers. In 2003-04, the share of motorcycles increased to 78 per cent
16

of the total two-wheelers while the shares of scooters and mopeds declined
to the level of 16 and 6 per cent respectively.
National Council of Applied Economic Research (NCAER) had forecast
two-wheeler demand during the period 2002-03 through 2011-12. The
forecasts had been made using econometric technique along with inputs
obtained from a primary survey conducted at 14 prime cities in the country.
Estimations were based on Panel Regression, which takes into account both
time series and cross section variation in data. A panel data of 16 major
states over a period of 5 years ending 1999 was used for the estimation of
parameters. The models considered a large number of macro-economic,
demographic and socio-economic variables to arrive at the best estimations
for different two-wheeler segments. The projections have been made at all
India and regional levels. Different scenarios have been presented based on
different assumptions regarding the demand drivers of the two-wheeler
industry. The most likely scenario assumed annual growth rate of Gross
Domestic Product (GDP) to be 5.5 per cent during 2002-03 and was
anticipated to increase gradually to 6.5 per cent during 2011-12. The allIndia and region-wise projected growth trends for the motorcycles and
scooters are presented. The demand for mopeds is not presented in this
analysis due to its already shrinking status compared to' motorcycles and
17

scooters.
It is important to remember that the above-mentioned forecast presents a
long-term growth for a period of 10 years. The high growth rate in
motorcycle segment at present will stabilise after a certain point beyond
which a condition of equilibrium will set the growth path. Another important
thing to keep in mind while interpreting these growth rates is that the
forecast could consider the trend till 1999 and the model could not capture
the recent developments that have taken place in last few years. However,
this will not alter the regional distribution to a significant extent.
Table 1 suggests two important dimensions for the two-wheeler industry.
The region-wise numbers of motorcycle and scooter suggest the future
market for these segments. At the all India level, the demand for motorcycles
will be almost 10 times of that of the scooters. The same in the western
region will be almost 20 times. It is also evident from the table that
motorcycle will find its major market in the western region of the country,
which will account for more than 40 per cent of its total demand. The south
and the north-central region will follow this. The demand for scooters will
be the maximum in the northern region, which will account for more than 50
per cent of the demand for scooters in 2011-12.

18

19

The present economic situation of the country makes the scenario brighter
for short-term demand. Real GDP growth was at a high level of 7.4 per cent
during the first quarter of 2004. Both industry and the service sectors have
shown high growth during this period at the rates of 8.0 and 9.5 per cent
respectively. However, poor rainfall last year will pull down the GDP growth
to some extent. Taking into account all these factors along with other leading
indicators including government spending, foreign investment, inflation and
export growth, NCAER has projected an average growth of GDP at 6.7 per
cent during the tenth five-year plan. Its mid-term forecast suggests an
expected growth of 7.4 per cent in GDP during 2004-05 to 2008-09. Very
recently, IMF has portrayed a sustained global recovery in World Economic
Outlook. A significant shift has also been observed in Indian households
from the lower income group to the middle income group in recent years.
The finance companies are also more aggressive in their marketing
compared to previous years. Combining all these factors, one may
visualise a higher growth rate in two-wheeler demand than presented in
Table

1,

particularly

for

the

motorcycle

segment.

20

There is a large untapped market in semi-urban and rural areas of the

country. Any strategic planning for the two-wheeler industry needs to
identify these markets with the help of available statistical techniques.
Potential markets can be identified as well as prioritised using these
techniques with the help of secondary data on socio-economic parameters.
For the two-wheeler industry, it is also important to identify the target
groups for various categories of motorcycles and scooters. With the formal
introduction of secondhand car market by the reputed car manufacturers and
easy loan availability for new as well as used cars, the two-wheeler industry
needs to upgrade its market information system to capture the new market
and to maintain its already existing markets. Availability of easy credit for
two-wheelers in rural and smaller urban areas also requires more focussed
attention. It is also imperative to initiate measures to make the presence of
Indian two-wheeler industry felt in the global market. Adequate incentives
for promoting exports and setting up of institutional mechanism such as
Automobile Export Promotion Council would be of great help for further
surge in demand for the Indian two-wheeler industry.
DemandDrivers
The demand for two-wheelers has been influenced by a number of factors

21

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 semi-urban and

rural areas;
Increased availability of cheap consumer financing in the past 3-4 years;
Increasing availability of fuel-efficient and low-maintenance models;
Increasing urbanisation, which creates a need for personal transportation;
Changes in the demographic profile;
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 factors.
Some Facts
India is the second largest producer of two wheelers
Two wheeler segment contributes the largest volume amongst all the
segments in automobile industry
The industry is growing at 30% annually.
The sales of two wheelers in the period 2006 - 07 were 7,857,548,
which was a growth of 11.41 %.

COMPANY PROFILE
YAMAHA MOTORS INDIA PVT.LTD.

22

Yamaha Motors India (YMI) is a 100% subsidiary of Yamaha Motor

Corporation of Japan. The company has its manufacturing unit in Faridabad
and Surajpur, which supports the production of motorcycles for domestic as
well as overseas market. Presently 10 models roll out of these two plants.
Quick Facts

Year of Establishment
Industry
International

July 1,1955 (Yamaha Japan)

Motorcycle manufacturing
2500 Shingai,lwata-shizuoka-

Headquarter
Corporate Office

ken,jan
A-3,Surajpur Ind.Area
Noida Dadrt Road,surajpur-201306
Tel:(91)-(120)-2351193

Segment & Brands of Yamaha

Yamaha Albaz
Yamaha Crux
Yamaha Gladiator
Yamaha Libero G5
Yamaha MT 01
23

 Yamaha YZF R1

Company Flashback
Yamaha Motor Company, founded as a motorcycle manufacturer on July 1,
1955, has worked. Since beginning to build products that stand out for their
quality wherever they are sold. Over the years, the company has diversified
into a number of areas of business. In the year 1960, they began
manufacturing powerboats and outboard motors. Subsequently, they have
made their proprietary engines and fiberglass-reinforced plastic (FRP)
technologies. Today, the company has extended their products from land to
sea and even into the skies, with manufacturing and business operations that
include motorcycles, AS electro-hybrid bikes, marine and power products to
automotive engines, intelligent machinery and even unmanned helicopters.
Yamaha Motor India (YMI) was incorporated in India in August 2001 as a
100% subsidiary of Yamaha Corporation (Japan), the parent company. But it
operated in India as technology provider for almost two decades before
incorporation.The Companys manufacturing facilities in India comprises of
2 state-of-the art plants, One at Faridabad (Haryana) and the other Surajpur
(Uttar Prades).Presently 10 models roll out of the two Yamaha Plants.

24

COMPANY PROFILE

About India Yamaha Motor 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 becoming a 100%
subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co.,
Ltd. entered into an agreement with YMC to become a joint-investor in the
motorcycle manufacturing company "India Yamaha Motor Private Limited
(IYM)".
IYM operates from its state-of-the-art manufacturing units at Surajpur in
Uttar Pradesh and Faridabad in Haryana and produces motorcycles for both
domestic and export markets. With a strong workforce of more than 2,000
employees, IYM is highly customer-driven and has a countrywide network
of over 400 dealers. Presently, its product portfolio includes VMAX
(1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1(998cc), YZF-R15
(150cc), Fazer (153cc), FZ-S (153cc), FZ16 (153cc), SZ-R(153cc), SZ &
SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc) and
Crux (106cc).

25

VISION
To establish YAMAHA as the "exclusive & trusted brand" of customers by
"creating Kando" (touching their hearts) - the first time and every time with
world class products &services delivered by people having "passion for
customers".

MISSION

We are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and
manufacturing of YAMAHA products, focusing on serving our customer
where we can build long term relationships by raising their lifestyle through
performance excellence, proactive design & innovative technology. Our
innovative solutions will always exceed the changing needs of our customers
and provide value added vehicles. Build the Winning Team with capabilities
for success, thriving in a climate for action and delivering results. Our
employees are the most valuable assets and we intend to develop them to
achieve international level of professionalism with progressive career
development. As a good corporate citizen, we will conduct our business
26

ethically and socially in a responsible manner with concerns for the

environment.
Grow through continuously innovating our business processes for creating
value and knowledge across our customers thereby earning the loyalty of our
partners & increasing our stakeholder value.

CORE COMPETENCIES

Customer #1
We put customers first in everything we do. We take decisions keeping the
customer in mind.

Challenging Spirit
We strive for excellence in everything we do and in the quality of goods &
services we provide. We work hard to achieve what we commit & achieve
results faster than our competitors and we never give up.
Team-work

27

We work cohesively with our colleagues as a multi-cultural team built on

trust, respect,understanding & mutual co-operation. Everyone's contribution
is equally important for our success.

Frank & Fair Organization

We are honest, sincere, open minded, fair & transparent in our dealings. We
actively listen to others and participate in healthy & frank discussions to
achieve the organization's goals.

CORPORATE PHILOSOPHY.
For society, for the world
Yamaha works to realize our corporate mission of creating Kando
Yamaha Motor is a company that has worked ever since its founding to build
products defined by the concepts of high-quality and high-performance
and light weight and compactness as we 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
28

always been to provide products that empower each and every customer and
make their lives more fulfilling by offering greater speed, greater mobility
and greater potential.

Said in another way, our aim is to bring people greater 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.

29

30

SWOT ANALYSIS

A scan of the internal and external environment is an important part of the

strategic planning process. Environmental factors internal to the firm usually
can be classified as strengths (S) or weaknesses (W), and those external to
the firm can be classified as opportunities (O) or threats (T). Such an
analysis of the strategic environment is referred to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the

firm's resources and capabilities to the competitive environment in which it
operates. As such, it is instrumental in strategy formulation and selection.
The following diagram shows how a
SWOT analysis fits into an environmental scan:

SWOT Analysis Framework

31

SWOT ANALYSIS FOR INDIA YAMAHA MOTORS

Strength

Weaknesses

Size and scale of parent company.

Small showrooms.

Effective Advertising Capability

Not much emphasis on aggressive

Committed and dedicated staff.

selling.

High emphasis on R and D.

Weak product diversity

Experience in the market.

Established brand.
Established market channel.
Power, Speed & Acceleration

32

Opportunities

Threats

Growing premium segment.

Cut throat competition

Global expansion into the Caribbean

I ncreasing number of players in the

& Central America.

market

Expansion of target market (include

Rising raw material costs

women).

I ncreasing rates of interest on

Increasing dispensable income.

finance

1st mover advantage.

FOUNDING HISTORY
Paving the Road to Yamaha Motor Corporation
"I want to carry out trial manufacture of motorcycle engines." It was from
these words spoken by Genichi Kawakami (Yamaha Motor's first president)
in 1953, that today's Yamaha Motor Company was born.
"If you're going to do something, be the best."

33

Genichi Kawakami

The first Yamaha motorcycle... the YA-1.

Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built
and production began on the YA-1. With confidence in the new direction that
Genichi was taking, Yamaha Motor Co. Ltd. was founded on July 1, 1955.
Staffed by 274 enthusiastic employees, the new motorcycle manufacturer
built about 200 units per month.

34

Genichi Kawakami's history with Yamaha was long and rich. He saw the
new corporate headquarters in Cypress, California and the 25th Anniversary
of Yamaha becomes a reality in 1980. He also watched bike #20 million roll
off the assembly line in 1982. Genichi passed away on May 25, 2002 yet his
vision lives on through the people and products of Yamaha, throughout the
world.

Founded

Founded

July 1, 1955

Capital

48,302 million yen (as of March 31, 2008)

President

Takashi Kajikawa

35

Employees

46,850

(as

of

December

31,

(Consolidated)

Parent: 9,019 (as of December 31, 2007)

Sales (Consolidated)

1,756,707

million

2007)

yen

(from January 1, 2007 to December 31, 2007)

Parent:

799,209

million

yen

(from January 1, 2007 to December 31, 2007)

Sales Profile

Sales (%) by product category (consolidated)

Sales (%) by region (consolidated)

Major
Services

Products

&

Manufacture and sale of motorcycles, scooters,

electro-hybrid bicycles, boats, sail boats, Water
Vehicles, pools, utility boats, fishing boats,
outboard motors, diesel engines, 4-wheel
ATVs, side-by-side vehicles, racing karts, golf
cars, multi-purpose engines, generators, water

36

pumps,

snowmobiles,

throwers,

automotive

machinery,
helicopters,
wheelchairs,

small-sized
engines,

industrial-use
electrical
helmets.

intelligent

remote

power

snow

control

units

for

Biotechnological

production, processing and sales of agricultural

and marine products and microorganisms.
Import and sales of various types of products,
development

of

tourist

businesses

and

management of leisure, recreational facilities

and related services.
Headquarters

2500 Shingai, Iwata-shi, Shizuoka-ken, Japan

37

 Won Novice 250 and 350cc classes of 1st All

Japan Road Race Championship
Motorcycle
development
operations
transferred from Yamaha Technological
Research Institute to YMC headquarters

Full export operations transferred from

Nippon Gakki to YMC

Yamaha-built Toyota 2000GT sets

world records in 3 speed trials categories and
international records in 13 categories

First

Yamaha racing kart model "RC100" released

First Yamaha industrial robot model, an "arc welding robot" released

First Yamaha marine diesel "MD35" released

First Yamaha-made surface mounter "21 Series" released

 Corporate Mission; We Create Kando Touching People's Hearts and long term
management vision announced

Takashi Kajikawa appointed as sixth YMC president

New medium-term management plan "NEXT 50 - Phase II" announced
Yamaha captures MotoGP triple crown by winning the rider, team and
manufacturer titles

Motorcycle manufacturing factory Yamaha Motor Manufacturing West

Java (YMMWJ) founded in Indonesia
Mass production of Astaxanthin as a supplement begun at factory in
Fukuroi, Shizuoka
Global Parts Center established in Fukuroi city, Japan and full
operations begun
Compliance Promotion Committee establish

PRODUCTS:
The growing world of Yamaha products, for the water, for the land, in town and
into the future

Land

Motorcycles
Sports bikes, Trail bikes, Road racers, Moto crossers, etc.

Commuter Vehicles
Scooters, Business-use bikes

Recreational Vehicles
All-terrain vehicles, Side by side vehicles, Snowmobiles

Electro-Hybrid Vehicles
Electro-hybrid bicycles

 Water

Boats
Powerboats, Sailboats, Utility boats, Custom boats

Marine Engines
Outboard motors, Electric marine motors, Marine diesel engines, Stern
drives

Water Vehicles
Personal watercraft, jet boats
Power Products

Power Products
Golf cars, Land cars, Generators, Multipurpose engines, Water pumps, Snow
throwers, etc.
Industrial Products

Automobile Engines
Automobile engines

Aeronautics
Industrial-use unmanned helicopters

Intelligent Machinery
Surface mounters, Compact industrial robots, etc.

Aqua Environment
Alkaline ion water converters, Water purifiers, Filtration equipment, etc.
OES truss fishery reefs, Oil-water separation equipment

Wheelchairs
Auxiliary electric power units for wheelchairs, Electric wheelchairs, etc.

CUSTOMER SATISFACTION:
Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a
Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.
According to Harold E Edmondson Customer Satisfaction seems to appear in
print more frequently than any other catch phrase used to describe a new found
magic for industrial success. Before we proceed in to the study of the dynamics of
Customer Satisfaction it is important to know about, who a customer is and what
satisfaction really means.
Customer satisfaction is a concept that more and more companies are putting at the
heart of their strategy, but for this to be successful theyre needs to be clarity about,
what customer satisfaction means and what needs to happen to drive improvement.
Without this, there is a risk that customer satisfaction becomes little more than a
good intention, with confused objectives failing to address the real issues for
customers, one helpful way to look at the problem is to rephrase the objectives: set
the sights on helping the customers meet their goals.

CUSTOMER SATISFACTION

Many organizations have not got a clue about the customers perceive the
goods and services they supply. Customers attitude to be that so long as
people buy their products then the products must be accepted.
Firstly, customer may buy a given product of services simply because there
is no other option and they would prefer to purchase what you are offering
them to go out altogether.
Secondly, the fact that a product or services may be accepted does not mean
that it will continue to sell. Competitors may see opportunities, customer
expectations may change customer tastes may move on. If standards dont
rise and service evolve and then download sales will appear.
A worse situation arises when the organizations havent got a clue of the
customers perceptions but think they have. Another situation is when the
organization dont have clue of their customers perception and dont care
either the org may believe that it is in a monopoly situation and its customers
cant go else where. Sometimes organizations believe that it know best what
customer should want and therefore supply them with a centrally designed
product.
If resultant product or service has defects, then it is perceived to be a
problem for the customer. Some orgs solicit customer feed back or it way
whether they like it or not and then do nothing about it.
Finally we come to the point where we realize how important customer feed
back is in the case of organizations, which helps the orgs to determine how

efficiently it is solving the customer and determine customer satisfaction.

This feed back answers the following questions to find out.
Who are your customers?
Where are they likely to be your customer?
What does your customer want?
How does your customer fell?
What does your customer think?
How can you make your customer feel valued?
What sort of initiatives would your customers appreciate?
What can you do keep your customers?
How can you give yourself a competitive advantage so as far as your
customers are concerned?
Now that we have spoken of customer satisfaction, let us define what it is:
According to Kotler Customer satisfaction is the level of a person felt state
resulting from comparing a products perceived performance in relation to
the persons expectations.
Thus satisfaction levels are a function of the deference between the
perceived performance and expectation. A customer one of the three board
levels of satisfaction as follows.
If performance fails short of expectations customer if dissatisfied
If performance matches expectations/customer is satisfied.
If performance is grater then expectations customer is highly satisfied
Pleased or delighted.
Expectations of a buyer are formed on any of the following ways.
Buyer past experience.
Statements by friends
Associates
Marketer
Promise
Companies seeking to win in todays markets track their customers
Expectations, perceived company performance and customer satisfaction.
They must monitor the aspects of their competitors as well.

They key to customer retention is customer satisfaction a satisfied customer

is one who:
Buy more and stays loyal, longer.
Buys additional products as the company introduces and upgrades products
Pays less attention to competing brands and advertisement
Fewer prices sensitive
Offers products or services, ideas to company
Costs less to serve the customers so transactions are routed
Thus a company would be wise to regularly measure customer satisfaction
company should enquiry from its recent buyers and determine how many are
Highly satisfied
Somewhat satisfied
Indifferent
Somewhat dissatisfied
Highly dissatisfied
It should find out the major factors in customer satisfaction and
dissatisfaction and use this information to improve its performance.
A customer oriented would track its customer satisfaction level each period
and set improvement goals for customer oriented company. Customer
satisfaction is both a goal as well as marketing tool. Companies that achieve
high customer satisfaction rating make sure that their target markets know it;
Companies can maximize customer satisfaction in the following manner:
By lowering price or increasing its service (this may result in lower
profile).The Company might be able to increase in profitability in other
ways, such as improving manufacturer or inverting more in research and
development.
The company as many stock holders including employees, dealers and stock
holders.

Spending more to increase customer satisfaction would direct funds from

increasing satisfaction of their partners.
Ultimately, the company must operate on the philosophy that it trying to
deliver a high level of customer satisfaction. Subject to delivering at least
acceptable levels of satisfaction to the other stockholders with in the
constrains of its total resources. Here we see that an org has to look n the
above aspects before it really sets on the mission of maximizing customer
satisfaction.
Customer satisfaction is the extent to which a product perceived
performance marches buyers .Customer satisfaction with a purchase
depends on how well products performance lives up to the expectation. It is
the key influence on future buying behavior. Satisfied customers often
switch expectations; the customers are highly satisfied or delighted.
Smart companies aim to delight customers by promising only what
they can deliver, then delivering more than they promise. Highly satisfied
customers produce several benefits for the company. Satisfied customers are
fewer prices sensitive. They talk favorably to others about the company and
its products and remain loyal for a longer period. However, the relationship
between customer satisfaction and loyalty varies greatly across industries
and competitive situations.
The interaction between expectation and actual product performance
produces satisfaction or dissatisfaction. Many marketers go beyond merely

meeting the expectations for customers they aim to delight the customers. A
dissatisfied customer responds differently. Whereas on average a satisfied
customer tells 3 people about the good product experience, a dissatisfied
customer gripes to 11 people. Therefore a company would be wise to
measure customer satisfaction regularly.

NEED AND GOAL FOR CUSTOMER SATISFACTION:

Most marketers see the goal of marketing as those of maximizing not
consumption but customer satisfaction every company exist because they
produce goods or services as required by the customer. So it is very
important that these which the company produces should satisfy the needs of
customers.
FACTORS AFFECTING CUSTOMER SATISFACTION:
Sales support
Service support
Invoicing and toner supply
The principle objective of the study is to examine the improvement in
customer satisfaction.
To examine and analyses the reason for customer dissatisfaction if any and
other suggestions for improvement. To analyze the competitors services and
their degree of command in the market.

WHY CUSTOMER SATISFACTION:

Traditionally it was thought that keeping customers happy be achieved by
producing high quality products, where quality was defined by the company
internal standards.
However, it is now recognized that a companys competitiveness is jointly
determined by its external quality which is the customers own judgment of
the products and services of a company and internal quality
There is considerable evidence that satisfied customers are with positive
perceptions are loyal customers. That is they buy more, more often and are
willing to any pay more higher prices. Also to the extent that customers view
the companys performance as being high quality. They may also
recommend it to others. On the other hand, dissatisfied customers are a
powerful source of negative word of mouth.
Thus customer perceived quality an important determined of market share
for a company. Thus measuring and improving customers quality
perceptions held achieved the companys objectives of increased
profitability and market share.
It is essential to understand the dynamics of our relationship with our
customers or achieve or maintain our long term business success.
The company must therefore have reliable measure of customer satisfaction
and manage customer expectations. Companies worldwide have used
customer satisfaction measurement as a strategic and tactical tool for

bringing out change in customer perceptions improvement in a day service

delivery to great financial advantage.
To maximize our business and maintain and lead over our competitors, we
must have a committed customer base that will back that commitment with
loyalty (both in buying in our service centers).
This is what survey attempts at achieving.
THE FOUR FUNDAMENTALS OF CUSTOMER SATISFACTION:
A) VARIABLES RELATED TO THE PRODUCTS / SERVICE
ITSELF:
What you actually do for customer is going to be the key determines of
customer perception. In this case we see that the design of the products
/service is most important. The design of product / service affects customer
satisfaction in two ways.
The design sends a message to he customer about the orgs basic values
especially concerning the trade offs between cost and customer. Little is
more damaging to customer satisfaction than users perceiving that costs
savings have been made expenses.
Design can enhance or resist the orgs ability to keep customer happy during
and often the sales. A strong successful design increase confidence of front
staff, which a poor design makes them defensive, bad design places
constraints on distribution channel choice, it can also to the cost and
difficulty in providing after sales support services.
B) VARIABLES RELATED TO SALES AND PROMOTION:
Three factors affect customer satisfaction area.

MESSAGE: That helps to share customer ideas about the product or service
benefits before they have experienced them in use.
INTERMEDIARIES: Employee of the org to act on its behalf

Ex:

Brokers.
ATTITIDUES: Every one in the frontline roles.
Ex: Receptionist etc. like.
Courtesy and helpfulness
Level of technical knowledge
Are they interested in the needs of the customer or merely selling?
C) VARIABLES RELATED TO AFTER SALES:
This significant aspect with regard to after sales
Support services covering traditional after sales activity such as warranties,
user training etc.
Feedback and restitution the way org handle complaints etc.
D) VARIABLES RELATED TO ORGANIZATION CULTURE:
This depends on the org if it behaves in maximizing customer satisfaction
here by paying services to it. One of the must be careful to distinguish
between formal and informal aspects of separate culture in this regard.
Formal values will be only meaningful if they supported by the right
informal culture and these develop over time.
Extent and manner of service management involvement
Degree to wish senior management practice leadership
Consistency with which customer care policies are implemented
Commitment of middle management
Existence of reward system
It is usually these informal values that determine that the true measure of
orgs intention towards its customer.
METHDODS OF TRACKING AND MEASURING
SATISFACTION:

CUSTOMER

COMPLAINTS SUGGESTIONS SYSTEM: A customer centered org

would male it easy for its customers to deliver suggestions and complaints
e.g. installing suggestion boxes, questionnaire.
CUSTOMER SATISFACTION SURVEY: A Company must not conclude
that it can get a full picture of customer suggestions system.
Responsive companies obtain direct measure of customer satisfaction by
conducting periodic surveys. They send questionnaire or make telephone
calls to find out how they feel about the rating aspects of the companys
performances. They will also solicit buyer view on competitors
performance.
GHOST SHOPPING:
Another way to measure customer satisfaction is to hire persons to pose as
potential buyers to report their findings okay strong and weak point they
experienced in buying the company and competitors products. Managers
can themselves pose as shoppers and experience firsthand, the treatment they
receive as customer.
LOST CUSTOMER ANALYSIS:
A Company should contact customer, who have stopped buying, or who
have switched to another suppler to learn what happened. Not only is it
important to conduct exit interview but also to monitor the indication that
the company is falling to satisfy it customer

1. Which age group of customer prefer bike most?

a. 18-25

b. 25-35 c. 35-45

d. about 45

Age group

No. of respondents

Consumer response%

18-25 years
25-30 years
30-35 years
Above 35 years
Total

16
24
22
38
100

16
24
22
38
100

40
35
30
25
20

18-25years

25-30years

30-35years

above 35

15
10
5
0

INTERPRETATION:
From the above table shows that the respondents of the age group of years above 35 i.e.
38, the next group is 25-30 years i.e.24, the remaining age groups are30-35and 18-25
years having 22 and 16 respectively.

2. How do professional/occupational people show their preference towards motor

bike?

a) Employee

b) Business

Occupation
Employees
Business
Students
Others
Total

c) Student

d) Others

No. Of respondents

Consumer response%

44
40
16
0
100

44
40
16
0
100

45
40
35
30
25 em ployees

business

student

others

20
15
10
5
0

INTERPRETATION:

The above table represent that the employee respondents are in the study having 44, the
business respondents are having 40, the students are 16.

3. How do income wise customers show their interest towards motor bike?
a) Rs. 25,000
c) Between Rs.50, 000 to 1, 00,000

b) Between Rs.25, 000 to 50,000

d) More than Rs.1, 00, 000

Income Pm

No. of respondents
Consumer response%

Rs, 25,000
Between Rs. 25,000to 50,000
Between Rs. 50,000 to 1, 00,000
More than Rs, 1, 00,000
Total

24
42
24
10
100

24
42
24
10
100

45
40
35
30
25,000
25

25,000-50,000

50,000-1,00,000

above1,00,000

20
15
10
5
0

INTERPRETATION:
The above table reflects that the between. 25,000 to 50,000 numbers of
respondents in the

study having 42, the next numbers are 50,000-1, 00,000 and up

to 25,000 having 24 and next followed by more than 1, 00,000respodents i.e. 10.

4. Which vehicle do you own currently from Yamaha?

a) Alba

b) Crux

Models of cars
Alba
Crux

c) Gladiator

d) Libero G5

No. Of respondents Consumer response %

22
22
20
20

Gladiator
Libero G5
TOTAL

24
34
100

24
34
100

35
30
25
20Alba

Crux

Gladiator

Libero G5

15
10
5
0

INTERPRETATION:

The above table shows that the respondents are having Libero G5 models are 34,
Gladiator models are 24, Alba models are 22, and Crux models are 20.

5. Why did you choose the Yamaha?

a) Mileage

b) brand image

Factors
Mileage
Brand image
Style
Low maintenance

c) style d) low maintenance

No. Of respondents
16
40
24
20

Consumer response %
16
40
24
20

Total

100

100

40
35
30
25

mileage

brand image

style

low maintenance

20
15
10
5
0

INERPRETAION:
The above table shows that the number of respondents are given preference to
brand image is 40, next preference given to style is 24, next preference to low
maintenance is 20 remaining are followed by mileage is16.

6.

At the time delivery, were the operating controls (switches and lavers) and

basic Mechanical functionalities of the bike explained to you?

a) Yes

b) No

Explanation about the

bike
Yes
No
Total

No of respondents

Customer response

100
0
100

%
100
0
100

Operating Controls

YES
NO

YES; 100

INTERPRETATION:
The following table shows that the respondents are at the time of delivery were the
bike operating control and the service schedule explained by showroom employees
yes is 100, no is 0

7.

Were you offered test drive?

a) Yes

Offered
Yes
No
Total

b) No
No of respondents

Customer response

100
0
100

%
100
0
100

offered test drive

YES
NO

YES; 100

INTERPRETATION:
The following table shows that the respondents are at the time of purchase were the
bike test drive by showroom employees yes is 100, no is 0.

8. Are you satisfied with your vehicles mileage?

a) Yes
Satisfied
YES
NO
TOTAL

b) No
No. Of respondents Customer response %
75
75
25
25
100
100

Respones
Yes
No

INTERPRETATION:

The above table shows that the respondents are yes is 75, No is 25.

9.

Are you satisfied with the sales and service promotion of SaiRam Motors?
a) Highly Satisfied
c) Moderate

b) Satisfied
d) Dissatisfied

TABLE:
S.No
1.

Criteria
Highly Satisfied

No. of respondents
40

% of respondents
40%

2.

Satisfied

34

34%

3.

Moderate

24

24%

4.

Dissatisfied

02

02%

Total

100

100

GRAPH:

Response
Dissatisfied
2%
Highly Satisfied
Moderate
40%
24%

Highly Satisfied
Satisfied
Moderate
Dissatisfied

Satisfied
34%

INTERPRETATION:
About 40% of the customers are Highly Satisfied toward the sales and service
promotions of Yamaha sairam motors, 34% of customers are satisfied, 24% of
customers are Moderate and remaining 02% are dissatisfied towards the sales and
service promotions of Yamaha sairam motors.
10. Which company do you think provides better after sale service?
a) Yamaha

Criteria
Yamaha
Others
Total

b) Others

No of respondents
55
45
100

customer response%
55
45
100

Response

Yamaha
Others

INTERPRETATION:

The above table shows that 55% of respondents said Yamaha is provides better
after sales services and remaining are 45% said other brands.

11. Is the opening and closing time of showroom convenient?

Timings:
Opening_________ Lunch ___________ closing _________
TABLE:
S.No

Criteria

No. of respondents

1.

YES

76

% of
respondents
76%

2.

NO

24

24%

Total

100

100

GRAPH:

Response
NO
24%

YES
NO
YES
76%

INTERPRETATION:
About 76% of customers recommend to their customers about Yamaha and
remaining 24% of customers do not recommend Yamaha to their customers.

12. Did any of our staff, contact you after the delivery of new bike to ensure every
Thing was satisfactory?
a) Yes
S.No

b) No
Criteria

No. of respondents

% of

1.

YES

85

respondents
85%

2.

NO

15

15%

Total

100

100

Response

Yes
No

INTERPRETATION:

The above table shows that the respondents are yes is 85, No is 15.
13. Assuming you were to buy another Yamaha bike today, how likely are to buy
your from this customer?
a) Definitely

b) Probably c) Might not

d) Definitely not.

S.No
1.

Criteria
Definitely

No. of respondents
40

% of respondents
40%

2.

Probably

34

34%

3.

Might not

24

24%

4.

Definitely not

02

02%

Total

100

100

40
35
30
25
Definitely

20

Probably

Might not

Definitely not

15
10
5
0

INTERPRETATION:

About 40% of the customers are definitely buy the Yamaha sairam motors, 34% of
customers are probably, 24% of customers are Might not and remaining 02% are
definitely not.
14. Please give your comments/suggestions to enable us to improve services at this
Yamaha authorized showroom.
__________________________________________________________________

FINDINGS:
The above table shows that the respondents are having Libero G5 models are
34, Gladiator models are 24, Alba models are 22, and Crux models are 20.
Most of the customers rated that the Quality of Yamaha is very good.

The major promotional factor which influenced the customers to choose

Yamaha is Service.

 Most of the Dealers also deal with other brands to satisfy the need of various
customers.

According to customers outdoor advertisement and electronic media are

consider to be more effective to promote Yamaha.

The major supports required to customers are Promotional schemes and

service from the company.

Overall 85% of the customers rated Yamaha as Good.

SUGGESTIONS:
Customers should be encouraged through arranging special meetings.
Most of the customers suggested for More Models.
Promotional activities should be improved like discounts, gifts, prizes etc.
As media impact is more, so company should go for more advertisements in
mass media and outdoor advertisements to promote their brand.

 In time delivery (service) should be improved.

Improve awarding the customers who own the more bike and more years.
Regular feedback should be improved.
Most of the customers report price is below the satisfactory level for the
product.

CONCLUSIONS
Yamaha is one of the fast moving brands in Andhra Pradesh. The company is
holding a good market share which is the result of efforts made by the company
management and the executives.
From the market survey we can conclude that:
Supply and quality factors are fetching to the movement of brand.
The company is having a good customer network and it is maintaining
good relations with them i.e., the service rate of the company is good.
The price of Yamaha is matching with the quality of the cement
With the ideal promotional strategies and increasing the satisfactory
level of the customers the company can grow and become a market
leader in the future.

QUESTIONNAIRE
1. Which age group of customer prefer bike most?
a. 18-25

b. 25-35 c. 35-45

d. about 45

2. How do professional/occupational people show their preference towards motor

bike?
a) Employee

b) Business

c) Student

d) Others

3. How do income wise customers show their interest towards motor bike?
a) Rs. 25,000

b) Between Rs.25, 000 to 50,000

c) Between Rs.50, 000 to 1, 00,000

d) More than Rs.1, 00, 000

4. Which vehicle do you own currently from Yamaha?

a) Alba

b) Crux

c) Gladiator

d) Libero G5

5. Why did you choose the Yamaha?

a) Mileage

b) brand image

c) style d) low maintenance

6. At the time delivery, were the operating controls (switches and lavers) and basic
Mechanical functionalities of the bike explained to you?
a) Yes

b) No

7. Were you offered test drive?

a) Yes

b) No

8. Are you satisfied with your vehicles mileage?

a) Yes

b) No

9. Are you satisfied with the sales and service promotion of SaiRam Motors?
a) Highly Satisfied

b) Satisfied

c) Moderate

d) Dissatisfied

10. Which company do you think provides better after sale service?
a) Yamaha

b) Others

11. Is the opening and closing time of showroom convenient?

Timings:
Opening_________ Lunch ___________ closing _________
12. Did any of our staff, contact you after the delivery of new bike to ensure every
Thing was satisfactory?
a) Yes

b) No

13. Assuming you were to buy another Yamaha bike today, how likely are to buy
your from this customer?
a) Definitely

b) Probably c) Might not

d) Definitely not.

14. Please give your comments/suggestions to enable us to improve services at this

yamaha authorized showroom.
__________________________________________________________________

BIBLIOGRAPHY
Book Name
Marketing
management
Marketing research
Principles of

Author
Philip kotler

Publisher
Tata McGraw Hill

C.R. Kothari
Pearson Education
V.S.RamaSwamy Prentice Hall India

Marketing
Marketing

Rajan Saxena

management

WEB SITES:

WWW.YAMAHA.COM

WWW.ENCYCLOPEDIA.COM

Prentice Hall
India