SUMMER TRAINING PROJECT REPORT

On
Customer Satisfied Yamaha Suzuki

Towards partial fulfillment of Master of Business

Administration (MBA)
SUBMITTED BY
RANVEER GAUTAM
ROLL NO- 1575870051
MBA IIIRD SEMESTER
UNDER THE GUIDANCE OF
DR. MOHD KAMIL
SHINE COLLEGE OF MANAGEMENT
BAKSI KA TALAB, LUCKNOW
SESSION 2016-17

PREFACE
as a part of our course curriculum i had to go through a
summer internship project report on any topic to get the right
exposure to practical aspect of business management.
I want to express my gratitude for the experience and
practical knowledge that i earned during the summer
internship in this project report i had presented my great
experience in form of words in making the project report
theoretical knowledge was needed more than the practical
which was given to us by my professor's in my institute.
i hope the findings & suggestions will help the company
confidentially to formulates its strategy in comparison to its
competitors in have enjoyed my report preparation and i have
learned a lot of new think i have pride my level best to make
this report a reader friendly and also did my level best to fulfill
the objective of the study.

TABLE CONTENTS
PAGE
Chapter One

INTRODUCTION

Chapter Two

OBJECTIVE AND METHODOLOGY

Chapter Three

ORGANISATION PROFILE

Chapter Four

ANALYSIS AND INTERPRETATION

OF DATA

Chapter Five

CONCLUSION AND SUGGESTIONS

Chapter Six

LIMITATIONS OF THE STUDY

Chapter Seven

BIBLOGRAPHY

Chapter Eight

ANNEXURE
I. QUESTIONNAIRES.

INTRODUCTION

INTRODUCTION
OVERVIEW OF AUTOMOBILE INDUSTRY
Bajaj CT100, Hero Moto Corp Splendor+, Honda Unicorn, and Royal Enfield Bullet
350 Delight their Customers
According to the findings of the 2005 total customer satisfaction (TCS) study released on
23rd June 2005, by market information provider TNS, the newly launched Bajaj CT100
and Honda Unicorn rank highest in their respective segments, while Hero Moto Corp
Splendor + leads the competitive 'executive' bikes. Royal Enfield continues to dominate
the niche 'cruiser' bikes with its Bullet 350 recording segment-best ratings. The TCS
study was conducted from April through June 2005 across 21 centres: Ahmedabad,
Ahmednagar, Bangalore, Bhopal, Chandigarh, Chennai, Cochin, Coimbatore, Delhi
(NCR), Gorakhpur, Hyderabad, Indore, Jaipur, Kolkata, Lucknow, Ludhiana, Mumbai,
Patna, Pune, Surat, and Trivandrum. Representing the responses of more than seven
thousand new-motorcycle buyers towards the performance of 40 models in the key areas
of sales satisfaction, product quality, motorcycle performance and design, after-sales
service, brand image, and cost-of-ownership, the 2005 Motorcycle Total Customer
Satisfaction (MTCS) study conducted by TNS specialist division, TNS Automotive, is the
largest syndicated motorcycle study in India. The TCS index score provides a measure of
satisfaction and loyalty a given model or brand enjoys with its customers.

"The overall industry average TCS score remains unchanged compared to 2004," said
Rajeev Lochan, General Manager - Asia Pacific of TNS Automotive. "The gains recorded
by most premium and cruiser bikes are nullified by the lack of improvements in the high
volume standard and executive segments," he added. A commonly observed trend is the
strong performance of new models such as Bajaj CT100, Honda Unicorn, TVS StaR, and
Yamaha Fazer. The common differentiator for all these models is evident in their
relatively higher ratings on product performance & design.
"Among the new models, Honda Unicorn receives the best ratings to overtake Bajaj
Pulsar in the premium segment," comments Lochan. "Product quality and cost of
ownership perception emerge as Unicorn's key strengths."
"While newness generally has a positive rub-off on customer perceptions, this
phenomenon is not universally true," mentions Lochan. "Hero Moto Corp Splendor+
defies the general trend with a strong performance on all measures of customer
satisfaction. Splendor's universal appeal is also evident from its consistent ratings across
regions and over time."The Indian market is extremely sensitive to mileage/ fuel
efficiency - a trend seen since TNS' inaugural study in 2003. While this sensitivity is
generally seen among all types of owners, it is particularly relevant for 'standard' and
'executive' bikes where customers attach a high importance to fuel efficiency.

"Bajaj CT100 benefits from its segment leading rating on fuel efficiency with its owners
also reporting industry-best mileage of 70 kilometers per liter," adds Lochan. "However,

it is important to diffuse focus from fuel efficiency due to the heightened customer
expectations. This is reflected by TVS Centra's performance where satisfaction with fuel
efficiency is relatively lower despite strong mileage figures reported by its owners."

Scooty Pep Plus & Pleasure Lead Customer Satisfaction Ratings

Female Riders more Satisfied than their Male Counterparts
TNS 2006 Scooter Total Customer Satisfaction Study

Contrary to the popular belief, women are not as tough a customer as they are made out
to be in a male-dominated world. They are the ones who are easier to satisfy compared to
their male counterparts. According to Scooter Total Customer Satisfaction Survey carried
out by TNS Automotive, women have consistently given higher satisfaction scores to the

scooter models they use barring a few exceptions here or there, which are not significant.
Representing the responses of new-scooter buyers towards the performance of 18 models
in the key areas of sales satisfaction, product quality, scooter performance and design,
after-sales service, brand image, and cost-of-ownership, the 2006 Scooter Total Customer
Satisfaction (STCS) study conducted by TNS Automotive, is the largest syndicated
scooter study ever done in India. It comes close on the heels of the 2006 Motorcycle Total
Customer Satisfaction (MTCS) study released by TNS Automotive a few days ago. ''TNS
has been conducting MTCS for last five years in India which covers only male
customers. For the first time, a syndicated study has been conducted to measure and
highlight the expectations and satisfaction of women riders vis-a-vis men for the scooter
category," says Pradeep Saxena, Senior Vice President, TNS Automotive. The TCS index
score provides a measure of satisfaction and loyalty that a given model or brand enjoys
among

its

customers.

"Though scooters are touted as a declining segment of the two-wheeler industry in

comparison to a far more active motorcycle segment, it is clearly delivering higher
satisfaction to its buyers. This is true even for the men who buy scooters. Is this an omen
for the future?" asks Chris Bonsi, Regional Director, TNS Automotive.

Comparing the companies, which make motorcycles as well as scooters, ironically Bajaj
Auto, the erstwhile scooter king, is the only company whose scooter customers are less
satisfied than its motorcycle customers. In contrast Hero Moto Corp, which has entered

the scooter market recently is able to delight those who bought its maiden offering
Pleasure. As a company, it leads the satisfaction scores among motorcycle owners as well
as scooter owners. Even Kinetic, whose motorcycles are much lower than competition
models, have higher satisfaction than Bajaj when it comes to scooters. The trend is very
similar for TVS and Honda Motorcycle and Scooters (HMSI).But, all is not lost for Bajaj.
When it comes to geared scooters, even Honda finds it difficult to beat 'Hamara Bajaj'. In
this segment, Chetak 4S shares the top honours with Honda Eterno. Though Eterno
scores far higher on Quality, Chetak 4S makes up with a much higher score on sales
satisfaction. Clearly, Bajaj scooter customers are being treated far better than in the
earlier days but the product required a change. Among the ungeared scooters Hero Moto
Corp Pleasure tops the rankings followed by Honda Activa.
"Interestingly though both products share the same broad platform, Pleasure scores
higher on 'Performance & Design' as well as 'Quality', In addition, it rides on the strong
brand image of Hero Moto Corp," explains Pradeep Saxena. However, Pleasure is not
'Just4her', its male buyers are a tad more satisfied than its female owners. In the scooter
segment, TVS Scooty Pep Plus is the king or may be we should call it the queen. This
indigenously developed product takes on the high mighty and is the top scoring model in
the entire scooter industry. It says a lot about the capability of its designers in
understanding the needs of their customers as it is the only model achieving a three digit
score on Performance & Design in 2006 among all two-wheelers. However, Chris Bonsi
adds a word of caution here for the scooters manufacturers. "As per the study, the

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satisfaction with scooters drops much faster with their age (ownership period) compared
to scooters, geared or ungeared. Manufacturers must pay attention to this as this steep fall
happens in the case of 'Quality' and 'Cost of Ownership' - an area very close to the heart
of Indian consumers." The study also shatters a popular myth that north India is
enamoured with geared scooters. In fact, it is the South India that provides the highest
satisfaction scores to this category. On the converse, North Indians are more satisfied
with ungeared scooters.

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12

NEED OF THE STUDY

Hero Moto Corp, Bajaj Auto and Enfield motorcycles have come out tops in the
customer satisfaction ratings in the 2012 TNS Motorcycle Total Customer
Satisfaction Study conducted by TNS Automotive. The study says that newly
launched motorcycles including the Splendor NXG and CBZ Extreme from Hero
Moto Corp, Discover 135 from Bajaj Auto and Bullet 350 from Enfield have been
ranked highest in their respective segments. The study was conducted by
compiling responses of more than 7,000 new motorcycle buyers as regards the
performance of more than 50 models across parameters like sales satisfaction,
product quality, motorcycle performance and design, after-sales service, brand
image, and cost-of ownership. The index score provides a measure of satisfaction

and loyalty that a given model or brand enjoys among its customers.
Pradeep Saxena, senior VP, TNS India - Automotive said: "The continued efforts
of the industry in bringing down the cost of ownership and providing a good sales
experience have clearly borne fruit. A trend that has been continuing for the past

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couple of years is the strong performance of new models. They tend to get high
ratings on performance and design, an indicator of the growing design capability

of the Indian industry ".

Saxena adds, "The upper executive segment is a big contributor to the overall
development of the Indian two-wheeler market. The right mix of performance,
product design and cost of ownership is making this the preferred option among a
large segment of Indian motorcycle owners who plan to buy a motorcycle in
future". The study also found that the expectation of the buyer of standard
motorcycles (entry level bikes) has gone up from the previous level, now the
buyer also expects similar attention and commitment as the buyer of higher value
bikes. Styling of the bikes in executive segment is gaining importance in overall
customer satisfaction. In transacting with the service dealer, competitive pricing
and explanation have gained importance as well as have high impact on retention.
For the upper executive segment latest technology and style have gained
importance. Explanation of feature and benefit gained in terms of state importance
while Salesperson knowledge impacts largely on retention. Premium segment
buyers are at the center of focus for all of the manufacturers that have educated
the customer and empowered him to buy consciously after comparing all the
options, now he expects manufacturers to give him the best technology, he
questions salesperson and look for the best financing options available and
demands quick service. For future purchases the preference for motorcycles with
high engine capacity (150cc and above) is seen in all four regions of the country

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however it is almost 70% in south closely followed by west. Across the country,
close to 24% of current motorcycle owners intend to upgrade to a four-wheeler as
their next vehicle. The propensity to upgrade to a car is higher in the north as
compared to other parts of the country.

15

INTRODUCTION TO THE TOPIC

16

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 favourably 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

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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 customer-centered 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. Spending more to increase customer satisfaction might divert
funds from increasing the satisfaction of other partner

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ORGANIZATIONAL
PROFILE

19

COMPANY OVERVIEW

About India Yamaha Motor Pvt. Ltd.

Yamaha made its initial foray into India in 1985. In August 2001, Yamaha India became a
100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co., Ltd.
entered into an agreement with YMC to become a joint-investor in the motorcycle
manufacturing company "India Yamaha Motor Private Limited (IYM)".

IYM's manufacturing facilities comprise of 2 State-of-the-art Plants at Faridabad

(Haryana) and Surajpur (Uttar Pradesh). The infrastructure at both the plants supports
production of motorcycles and parts for the domestic as well as overseas markets. The
Surajpur plant was established in 1984. The stateof-the-art Assembly plant at Surajpur
was inaugurated on 6th July09 and is spread over an area of 36,000 sq. mts. It has the
capacity to produce 1 million motorcycles and scooters annually.

This fully integrated assembly plant is built on the lines of Yamahas globally tried, tested
and successfully implemented standards and meets the global quality benchmarks. The
plant has 3 vehicle assembly lines and 4 engine assembly lines.

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The Faridabad Plant was established in 1965 and was upgraded in 2008 for
manufacturing of machined parts like Gears & shafts, Crank, Clutch Assembly, Crank
Case, Body Cylinder, Head Cylinder.

In April 2013, IYM established 2 functionally independent entities namely Yamaha

Motor India Sales Pvt. Ltd. (YMIS) that will cater to the sales and marketing needs of the
company and Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) that is
intended to increase Yamahas manufacturing competitiveness through the establishment
of an R&D headquarters in India.

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 YZF-R15 Version 2.0 (150cc), Fazer (153cc), FZ-S (153cc), FZ (153cc), SZ-X,
SZ-R & SZ-RR (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc), Crux
(106cc) and scooter Ray (113cc) and Ray Z (113cc). Its import portfolio includes VMAX
(1,679cc), YZF-R1 (998cc) and FZ1 (998cc).

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About Yamaha Motor India Sales Pvt. Ltd.

In April 2013, India Yamaha Motor established a functionally independent sales and
marketing entity i.e. Yamaha Motor India Sales Pvt. Ltd (YMIS).

The newly formed Yamaha Motor India Sales Pvt. Ltd. (YMIS) is intended to further
strengthen the Sales & Marketing unit which is responsible for sales & promotion, after
sales service and provision of spare parts. It has been Yamahas constant endeavor to
fortify its brand image and supersede customer expectation. YMIS will continue to
reinforce its relationship with the customers with its YES! YAMAHA! Campaign which
emphasizes on providing the Best 3S Experience Sales, Service and Spare Parts so that
the customer always appreciates Yamaha and accepts the brand like the word YES.

Yamaha Motor India Sales Pvt. Ltd. (YMIS) is currently responsible for the Sales and
promotion of YZF-R15 Version 2.0 (150cc), Fazer (153cc), FZ-S (153cc), FZ (153cc),
SZ-X, SZ-R & SZ-RR (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc),
Crux (106cc), Ray (113cc), Ray Z (113cc) and Alpha (113 cc) Scooter. The import
portfolio includes VMAX (1,679cc), YZF-R1 (998cc) and FZ1 (998cc).

The head office for YMIS is located in Chennai.

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About Yamaha Motor Research and Development India Pvt. Ltd

Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) has been established
to function as the motorcycle R&D headquarters for Yamaha Motor Co., Japan. This
initiative is intended to reinforce the global competitiveness of Yamahas engineering,
manufacturing and marketing functions in India.

It was formally established on 18th February 2013 and has been functional since 1st Apr
2013. It is currently operating from the headquarters of India Yamaha Motor Pvt. Ltd.,
Surajpur. .

YMRI is the fifth overseas R&D headquarters for Yamaha Motor Group following Italy,
Taiwan, China, and Thailand.

Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) functions as the core
of the Integrated Development Center (IDC) concept. In addition to R&D activities,
global part sourcing activities have been included into the IDC. The 1st such center was
established as ASEAN Integrated Development Center in Thailand in 2012.

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YMRI will contribute to Yamaha global operations by focusing on optimum utilization of

Indian resources and developing new models best suited to Indian customer requirements.

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

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.

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Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop
them to achieve international level of professionalism with progressive career
development. As a good corporate citizen, we will conduct our business ethically and
socially in a responsible manner with concerns for the environment.

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

Customer #1

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

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Challenging Spirit

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

Team-work

We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyone's contribution is equally important for
our success.

Frank & Fair Organization

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

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India Yamaha Motor inaugurated New Plant at Surajpur (Greater Noida)

The new Surajpur plant has been inaugurated by Mr. T.Kazikawa C.E.O & MD Yamaha
Global on 6th July 2009, which have capacity to produce 6 lakh motorcycles annually
including Fazer followed by FZ-16, FZ-S, YZF-R15 and other models. The plant capacity
can be augmented up to 1 million units.

This fully integrated assembly plant is built on the lines of Yamahas globally tried, tested
and successfully implemented standards and meets the global quality benchmarks. At the
core are the 5-S and TPM activities that fuel its Manufacturing Processes. The plant has 3
vehicle assembly lines and 4 engine assembly lines including one dedicated for export
engines. The engine and vehicle assembly lines are synchronized and incorporate
concepts of Unit Assurance i.e. Complete Product Assurance, Parts Assurance through
100% kit supply on lines and synchronization of parts storage, supply and production.
The innovative production processes along with high tech final assurance processes are
aimed to achieve Zero Claims at our dealers and thus, a highly satisfied customer base.

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HISTORY
Genichi Kawakami was the first son of Kaichi Kawakami, the third-generation president
of Nippon Gakki (musical instruments and electronics; presently Yamaha Corporation).
Genichi studied and graduated from Takachiho Higher Commercial School in March of
1934. In July of 1937, he was the second Kawakami to join the Nippon Gakki Company.
He quickly rose to positions of manager of the company's Tenryu Factory Company
(musical instruments) and then Senior General Manager, before assuming the position of
fourth-generation President in 1950 at the young age of 38.

In 1953, Genichi was looking for a way to make use of idle machining equipment that
had previously been used to make aircraft propellers. Looking back on the founding of
Yamaha Motor Company, Genichi had this to say "While the company was performing
well and had some financial leeway, I felt the need to look for our next area of business.
So, I did some research." He explored producing many products, including sewing
machines, auto parts, scooters, three-wheeled utility vehicles, and motorcycles. Market
and competitive factors led him to focus on the motorcycle market. Genichi actually
visited the United States many times during this period.

When asked about this decision, he said, "I had my research division chief and other
managers visit leading motorcycle factories around the country. They came back and told

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me there was still plenty of opportunity, even if we were entering the market late. I didn't
want to be completely unprepared in this unfamiliar business so we toured to German
factories before setting out to build our first 125cc bike. I joined in this tour around
Europe during which my chief engineers learned how to build motorbikes. We did as
much research as possible to insure that we could build a bike as good as any out there.
Once we had that confidence, we started going."

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Dealers
Our Brand Image speaks for itself. Complementing the Marketing team is our vast
and strong Dealer network - the backbone of our vital marketing operations.

Recent initiatives have been launched by Yamaha in the field of business-to-business

as well as business-to-consumer cooperation with Dealers. The new showrooms
based on YAMAHA VISUAL IDENTITY are one of the many steps in this direction.

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Our dealer network works on the "3S" fundamentals of -SALES SERVICE and
SPARE PARTS under one roof. With a strongly dedicated team of Sales and Service
engineers, IYM targets the fulfillment of customer's needs. Every single customer
matters to us. Together the 3S operate in tandem to serve our customer and forge an
everlasting bond with them.

CUSTOMER SATISFACTION is our motto and we remain steadfast in our

commitment to our valued customers...

Offering Nothing But the Very BEST to Them.

Exports
IYM is an active player in the exports market. Currently, we export motorcycles to
50 countries in Asia, Africa, Australia and Central and South America. The export
Product line boasts of Crux, FZ Series, SZ Series and R15.

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We are consolidating our position in the exports arena and rapidly expanding our
presence.

Strengthening our reputation as an export base for YMC global operations, we are
bright and optimistic about our emergence as a top-notch bike exporter of India.

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BUSINESS MODEL

Porters five force model

Threat of new entrant:

1) Nissan, Renault, GM
2) New Technology

Bargaining power of buyers:

There will be an indirect relation between the bargaining power of buyers and various
product segments. More options to choose from the segment Yamaha operates in. Honda,
Toyota (Accord, Civic, Corolla) already capturing bulk of the market due to its advanced
petrol engines. Skoda has been successful mainly because of its diesel offerings (Octavia,
Laura). The D segment Market has been growing consistently.

Bargaining power of suppliers

Bargaining power of suppliers would be high since VW does not deal in mass
production unlike Yamaha and Hyundai.

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 Substitutes
Yamaha does not have substitutes in India currently for its diesel offerings except for
the recently launched GM Optra and Hyundai Sonata. But Yamaha easily scores over
these products due to the brand recognition and loyalty it carries in the country. VW
offers the widest range of diesel cars in the D segment. Niche products like Lamborghini
& Bentley do not have competitors in the Indian market.

Competitors
Honda, Toyota, GM, Hyundai are its direct competitors.

SWOT ANALYSIS

Strengths
1) VW has boosted quality more than any other carmaker in the past five years, cutting
defects by 60%.
2) Their "family culture", no leading brand.
3) The VW group has the flagship of some of the biggest and most trustworthy brands in
the automobile industry.
4) Strong Procurement department with Sustainability in Supplier Relationships.
5) Strong CSR activities bringing together wealth creation and value orientation.

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 Weaknesses
1) VW still trails Toyota, Mercedes, Nissan, and Honda in overall quality.
2) VW's cost of capital is relatively higher than Daimler's.
3) VW bungled its communications with investors.
4) It was late in inculcating the policies of Lean and JIT approach that Toyota was using
for many years.
5) Bad publicity due to being sued by GM.

Opportunities
1) Growth potential in the American and Asian markets.
2) Due to its very good results on the stock exchange, VW may expect to attract
numerous new investors
3) Potential decrease in Cost with their Production Strategy.
Threats
1) A softening in auto sales in Europe and South America.
2) Risk of self-cannibalization between VW's brands, like top of the line VW's models
and bottom of the line Audi's.
3) Risk of brand dilution owing to confusion between the VW Passat and the Audi A4.
4) Ever increasing fuel costs.

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MARKETING MIX RELATING TO YAMAHA

Product
The Yamaha Touareg which is sold across India is made up of engine, seating, braking
technology, etc. which is jointly developed with Porsche (which is another car company
Yamaha acquired in the year 2009). But earlier the Touareg was developed as a business
venture between the 2 car companies; also the Touareg was fully serviced and
given warranty by Yamaha. This enabled the customer loyalty towards Yamaha.
Price
In its 61 dealerships across India VW offers a high price for their cars as compared to
their competitors Ford & Honda. But it makes up for those high prices by giving their
customers an interest rate of a mere 4.5% to 5% as compared to 8% interest rates on the
car loans given by banks to other car makers. This can be attributed to Yamahas Financial
Services, which it operates solely to support its car sales to its customers.

Promotion
V-dubs Rock promotion:

Anyone who purchases or leases any 2007 Yamaha model or select 2006 models will get a
custom First Act Garage Master electric guitar

'Pods Unite' promotion:

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People who purchase a 2003Yamaha Beetle sedan can get a complimentary Apple iPod.

Space Adventures:
Yamaha Brazil launched a countrywide promotion in May of 2004, giving away a
suborbital space flight

Making Kong promotions

Promotions with television, print, outdoor and online campaigns as well as in-store
displays at Yamaha dealerships, sweepstakes and giveaways. Viewers of the NBC
networks' King Kong roadblock" were directed to Yamaha.com if they wanted to see the
trailer again. The result was a100-fold traffic increase to the VW site.
Promotion
Podcasting

VW has developed and published 4different podcast series. This is the best example on
the planet of how podcasting is a powerful new media marketing, sales and branding tool.

Go Slow Concept
MSN to support its new sales promotion in 2005, which was designed to launch the new
go slow concept of the new Beetle. The number of catalogues requested during the period
when ads were submitted exceeded the initial forecast. The presentation of Go Slow

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lifestyles actively engaged the audience and led the viewer to subsequent scenes by combining the
contents of articles, graphics, and video clips.

MARKETING COMMUNICATION:
Modern marketing is the management of the 4Ps- product, price, place, promotion. In
a sense of entire marketing process has a large content of communication. For instance,
the product communicates a distinctive image such as youthfulness, glamour or prestige.
The brand name communicates physical and physiological attributes of the product. The
package communicates to the manufacturer thinks of his convenience and the since of
beauty. This price communicates the equity of the products. These are communication
between buyer & seller i.e. the distribution channel. Thus each elements of the marketing
mix either helps or hinders communication and ultimately the sales effort.
The marketing communication or promotion mix consists of five
major tools:
1. Advertising
2. Sales promotion.
3. Publicity
4. Personal selling
5. Public relation.

THE GENERAL MEANING OF BRANDING

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A brand is a product, service, or concept that is publicly distinguished from other

products, services, or concepts so that it can be easily communicated and usually
marketed. Branding is the process of creating and disseminating the brand name.
Branding can be applied to the entire corporate identity as well as to individual product
and service names. Brands are often expressed in the form of logos, graphic
representations of the brand.
A company's brands and the public's awareness of them are often used as a factor in
evaluating a company. Corporations sometimes hire market research firms to study public
recognition of brand names as well as attitudes toward the
brands.
BRAND BUILDING:
The important factors that are affecting to build a brand value
1. Quality
2. Positioning
3. Repositioning
4. Communication
5. First mover advantage
6. Long term perspective
7. Internal marketing
The sevens main factors in building successful brand as illustrate in the diagram given
below:

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Quality:
Quality is a vital ingredient of a good brand. Remember the core benefits the things
consumers expect. These must be delivered well, consistently. The branded washing
machine that leaks or the training shoes that often falls apart when wet will never develop
brand equity.
Research confirms that, statistically higher quality brands achieve a higher market share
and higher profitability that their inferior competitors.
Positioning:
Positioning is about the position a brand occupies in a market in the minds of consumers.
Strong brand have a clear, often unique position in the target market. Positioning can be

41

achieved through several means, including brand name, image, service standard, product
guarantees,
packaging and the way in which it is delivered. In facts, successful positioning usually
requires a combination of these things.
Repositioning:
Repositioning occurs when a brand tries to change its market position to reflect a change
in consumers taste. This is often required when a brand has become a tired, perhaps
because its original market has matured or has gone into decline.
Communications:
Communications also play a key role in building a successful brand. We suggested that
brand positioning is essentially about customers perceptions- with the object to build a
clearly defined position in the minds of target audiences. All elements of the promotional
mix need to be used to developed and sustain customers perceptions. Initially, the
challenge is to build awareness, then to develop the brand
personality and reinforce the perception.
First-mover advantage:
Business strategists often talk about first-mover advantage. In terms of brand
development, by first-mover they mean that it is possible for the first successful brand
in a market to create a clear positioning in the minds of target customers before the
competition enters the market. There is plenty of evidence to supports this.
Long-term perspective:

42

It leads into another factor in brand-building. This needs to invest in the brand over the
long-term. Building customer awareness, communicating the brands message and
creating customers loyalty takes time. This means that management must invest in a
brand, perhaps at the expense of short- term profitability.
Internal marketing:
Finally management should ensure that the brand is marketed internally as well as
externally. By this we mean that the whole business should understand the brand values
and positioning. This is particularly important in service businesses where a critical part
of the brand value is the type and quality of service that a customer receives.
Think of the brand that you value in the restaurant, hotel and retail sectors. It is likely that
your favorite brands invest heavily in staff training so that the face-to-face contact that
you have with the brand helps secure your loyalty.
OBJECTIVE OF BRAND POSITIONING:
In the below there are main objectives of brand positioning,
1. Marketing:
This is where you state what youre setting out to do. Branding is about changing minds.
Marketing is about overcoming obstacles to the sell. An objective is something specific
you want to accomplish. So a brand marketing objective can be thought of as how youre
going to change customers minds about the obstacles that are preventing them from
buying your product.
Example:

43

The brand marketing objective for the [YAMAHA] is to prompt a change in consumer
attitude/perception.
2. Promise :
Make a one-sentence promise that matters to your customer, is unique to your
organization or product and above all believable. This promise should indicate what the
product is and whom its for.
3. Brand Attributes :
These are wordsthink talking pointsfrom your brand promise that are leveraged in
your brand-building communications.
4. Brand Category:
Your brand category helps you focus on where you are competing, and where youre not.
In case you dont know your category, ask your customers. Try to dominate your
category.
5. Brand Positioning:
This is a one sentence positioning statement that shows how you are different, better or
more special than your competition. This is the message you plan to put into the minds of
potential customers, consumers, etc. when they think of your company or products.
6. Positioning Anchors:
This is the evidence you supply to back up your promise (especially useful for
development). This information is vital to your marketing efforts.
7. Advertising:

44

Heres where you would list all of your advertising placements. This data would include
the medium, vendor, description, size, execution date, due date, number of
impressions and cost. These efforts should align with both your customers and brand
message.
8. Budget:
Details how much money you are investing in this brand positioning.
NEED FOR BRANDING:
Separate your brand from your competitors in a unique way
Relevant and motivating to your customers
Prospects and channels-it gives you value and make you special.
Enhance your perceived value, there by supporting premium pricing, sheltering you
from low price competition.
Contributing to share holder value.(Companies like Morgan Stanley look to evidence
of brand strength in setting buy ratings.)
Provide resilience in times of negative press.
Enable you to launch new products more quickly and cost effectively.
THE ADVANTAGES OF BRANDING:
Every product requires having identity or naming so that it could be identified hence
easy to process order.
Legal protection to features
Only products with unique features attract customers

45

thats why branding facilities making customer loyal.

46

PRODUCT STRATEGY

Suggested product strategy

More fuel efficient cars.

Alter Net fuel cars.

Eco friendly cars.

More focus on A1, A2 & A3.

More focus on A1, A2 & A3.

47

Existing Price strategy

Pricing Objective :- Market share &Cost Leadership

Pricing Method :- Markup Pricing (cost plus pricing )

Pricing strategy :- Economical Pricing

Suggested price strategy

Continue Economic pricing strategy as it will help to achieve goal of

become cost leader.

48

Expansion of manufacturing facility to achieve economies of scale.

Existing Place strategy

600 New car sales outlets covering 393 cities.

265 Yamaha True Value outlets spread across 166 cities.

2628 Yamaha Authorized Service Stations, covering 1220 cities.

Tie up with Adani group for exporting 200,000 units through Mnudra
port Gujarat

Suggested Place strategy

400 new car sales outlets in next three years.

150 new true value shops in next three years.

1200 new Yamaha Authorized Service Stations in next three years.

49

Tie up with other distributors for Exports.

Existing promotion strategy

Advertising
TV Ads
Print Ads
Radio Ads

Advertising Strategy

Persuasion Advertising

Ghar Aa Gaya Hindustan

India Comes Home in Yamaha Suzuki.

Information Advertising

Alternative Advertising Options

BTL - Sponsorships

TV shows - Indias Got talent

Place Advertising Bill boards

Sales Promotions

Product warranties

Premiums (gifts)

Trade shows

50

Suggested Promotion Strategy

Continue with existing Advertising strategy.

Look for Alternative Advertising Options.

BTL

Information Advertising,

alternative Advertising Options

TV shows - Indias Got talent

Place Advertising Bill boards

Sales Promotions

Product warranties

Premiums (gifts)

Trade shows

2,628The number of workshops that provide customers with maintenance

support in 1220 cities.

Sales promotion in Yamaha Suzuki

Sales promotion
According to American Marketing Association, sales promotion refers to
those activities other than personal selling, advertising & publicity, that
stimulate consumer purchasing & dealer effectiveness, such as display shows

51

& exhibitions and various other non-recurrent selling effort not in ordinary
routine.

Sales promotions targeted at the customer are consumer sales promotion &
sales promotion targeted at retailers & wholesale are trade sales promotion.

SALES PROMOTION OBJECTIVES

To increase the sales & encourage the present consumers to use more
frequently.
To help stablise a fluctuating sales trend.
To attract new customers by means of

incentive campaigns etc.

To build buying habit.

To motivate & attract the salesforce and get their cooperation.
To improve manufacturer-dealer relationship.
To help the new product enter into existing and new market.

IMPORTANCE OF SALES PROMOTION

Spread Information.

Stimulate Demand.

Increase customer satisfaction.

Creates Product Identity.

SALES PROMOTION METHODS

52

SALES PROMOTION

MEANING

OBJECTIVES

METHODS
1. Price-off Offers

Offering product at lower than To encourage immediate

the normal price.

sales, attract non-users,

etc.

2. Premium

3. Coupons

Offer of an article of

To encourage purchase,

merchandise as an incentive in

stimulate loyalty, off-

order to sell product/service.

season sales promotion.

When the consumer is entitled

To encourage product

to redeem a specific standard trail, build loyalty, tradecertificate for a product/article up regular users, stimulate
free or in part payment.

SALES

re-purchase rate.

MEANING

OBJECTIVES

Other than normal trade & cash

To push more sales to trade, early

discount.

cash recovery.

5. Dealer Sales

Where participating dealers are

To increase sales, buy dealers loyalty,

Contests

invited to compete in terms of the

motivate dealers staff to sell more.

PROMOTION
METHOD
4. Discounts

sales performance
6. Trading

They are a kind of discount coupons To encourage consumer loyalty to

53

stamps

offered to consumers linked with

quantum of their purchase.

54

certain retail stores.

7. Consumer contests &

Where individuals are invited

To create brand awareness &

lucky draws

to compete on the basis of

stimulate interest in the brand

creative skills. The latter is

usage & benefits, promote

based on the chance or luck

advertising theme of the

factor.

company

Those special displays, racks,

To attract traffic at retail store,

banners, exhibits, that are placed

remind customers, ensure

in the retail store to support the

additional visibility to the

sale of a brand.

advertising campaign.

Offer of useful articles &

To improve dealer relations, make

attractive gifts to dealers for his

impact on consumer

personal, family or office use.

scheme/contest offered.

Offer of a refund of money to

To include trail from primary

8. Point-of-Purchase

9. Dealer gifts

10. Refund Offers

consumer for mailing in a proof- users, motivate several product

of-purchase of a particular

purchases, obtain displays at the

product.

retailers etc.

Sales Promotion method used at Jamkash, Jammu

Cold calling

Bank visit

Road shows

55

Events

Mega events

Advertisements

56

OBJECTIVE AND
METHODOLOGY

57

RESEARCH METHODOLOGY

Research methodology is away to systematically solve research problem. In it we study

the various step that are generally adopted by researcher in studying his research problem
along with logic behind them. It is necessary for a researcher to know not only the
research method/techniques but also the methodology. It may be noted, in the context of
planning & development that the significance of research lines in its quality and not in
quantity. Researcher should know how to apply particular research techniques, but they
also need to know which of these methods or techniques, are relevant and which are not,
and what would they mean and indicate and why?
Meaning of Research
Research is common parlance refers to a search for knowledge. In fact research is an act
of scientific investigation.

To decide objective of the study

To decide research design &

application

To decide source of data collection

58

To decide from of data

collection

To organize & collect data

To process & analyze report

To prepare the research report

1.To decide objective of the Study:This step is also research problem. problem definition is the most critical part of the
research process. research problem definition involves specifying the information needed
by management. The main objective of the study are:

59

 To study the awareness of Yamaha Suzuki & AGR automobiles in Banda.

To find out the level of customer satisfaction with the offers, discount and
services offered by Yamaha Suzuki & AGR automobiles.
2. To decide research design & application:Research design involves defining the research problem, determining how to collect the
data and from whom, establishing the way the data will be analyzed estimating costs and
the preparation of the research approach. For this study, descriptive research was
selected.
3. To decide Source of data there are two source of data
Primary Data
Secondary Data
Primary data:Primary data is the original data collected specifically for the problem.

Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire sample units
that give accurate and up to data information as well better to research problem.

Research approaches: - Primary data can be collected in five main ways: through
Observation, focus groups, surveys, behavioral data, and experiments.

60

Research instruments:- Marketing researchers have a choice of three main research

Instruments in collecting primary data:
Questionnaires: - A questionnaire consists of questions presented to respondents
for their answers. Because of its flexibility, the questionnaire is by far the most
common Instrument used to collect primary data. Questions can be open-ended or
closed-Ended.
Qualitative measures: - Some marketers prefer more qualitative methods for
gauging consumer opinion because consumer actions do not always match their
answers to survey questions. Qualitative research techniques are relatively
unstructured measurement approaches that permit a range of possible responses,
and they are a creative means of ascertaining consumer perceptions that may
other-Wise be difficult to uncover.
Mechanical devices: -Mechanical devices are occasionally used in marketing
research .Mechanical devices like galvanometers measure the respondents
interest or emotions aroused by exposure to a specific ad or picture.
Secondary data:Data potentially useful in solving a current problem but that were collected for a different
purpose.

Reason for selecting secondary data:-

61

Secondary data can be gathered quickly and inexpensively, compared to primary data, it
is clear useful to study analyzing the recent development in the telecom industry.
Contact methods:- Once the sampling plan has been determined, the marketing researcher
must decide how the subject should be contact:
Mail questionnaire: - The mail questionnaire is the best way to reach people who
would not give personal interviews or whose responses might be biased or
distorted by the interviewers. Mail questionnaires require simple and clearly
worded questions.
Telephone interview: - Telephone interviewing is the best method for gathering
information quickly; the interviewer is also able to clarify questions if
respondents do not understand them. The response rate is typically higher than in
the case of mailed questionnaires.
Personal interview: - Personal interviewing is the most versatile method. The
interviewer can ask more questions and record additional observations about the
respondent, such as dress and body language. Personal interviewing takes two
forms. In arranged interviews, respondents are contacted for an appointment, and
often a small payment or incentive is offered. Intercept interviews involve
stopping people at a shopping mall or busy street corner and requesting an
interview.
Online interviews: - There is increased use of online methods. There are so many
ways to use the Net to do research. In this method, researcher can include a
questionnaire on its Web site and offer a people to answer the questionnaire.

62

4.To decide from of data collection:For this project survey method was selected which was carried through person interview.
Because information from different customers was required.
5. To organize & collect data:Once the researcher has formulated and development a research design including
questionnaire second thing he has to decide whether he has to collect the information.

From all the targeted customers. There can be two types of survey are possible.
Sample Survey
Census Survey
For this project sample Survey war chosen

Characteristics of the sample survey are: It is cheaper than census survey

It requires less time
It is economical
More detail information can be collected
Deciding the sample plan requires following decisions
Sample unit Who is to be surveyed
Sample

63

Sample is the true representation of the population by studying of the sample we can
predict the behavior of the population.
Sample Size: 100 (in this case)
Method of Sampling:In this project, the survey was done within the market that means probabilistic
convenience Sampling was carried out.
6. To process & analyze data:After the data was collected it was tabulated, analyzed and interpreted to the conclusion
reach.
Techniques Applied
Bar Chart:- A chart in which the length of the bar represents the amount of the
item associated with the bar.
Pie Chart:- A circle divided in to sections, such that each section represent the
percentage of the total area of a circle associates with one variable.
Types of Research
Along with this there may be 3 type of research methodology these are : Exploratory Research
Descriptive Research
Casual Research

64

 Our research is based on the exploratory research.

Exploratory Research
The objective of this research is to gather preliminary information that will help us to
define the problem and to suggest any hypothesis.Which means first we have to
define the problem and research objective? Then we have to develop the research
plan for collecting information. Now after collection data we have to interpret those
data for any suggestion,

65

ANALYSIS AND
INTERPRETATION OF
DATA

66

DATA ANALYSIS
Q.1) How long have you been associated with Yamaha?

Less
Knowledgeable
person

1year
sales
33

1 to
than years
24

67

3 3 to
years
21

5 5 to 10 10
and
years
above
9

Strongly Disagree Neither

disagree
agree
Nor
disagree
Knowledgeable sales person
0
0
0

agree

84

86% people agreed that the sales persons are knowledgeable and 14%
strongly disagreed that the sales persons are knowledgeable.

68

Strongly
agree
14

Strongly Disagree Neither

disagree
agree
Nor
disagree
Employees spent enough time
0
0
0
with you: before sales

agree

64

Strongly
agree
36

64% people agreed that the sales persons spent enough time with them before the sales
and 36% strongly agreed with this.

69

Strongly Disagree Neither

disagree
agree
Nor
disagree
Employees spent enough time
0
4
0
with you: during sales

70

agree

62

Strongly
agree
34

Strongly Disagree Neither

disagree
agree
Nor
disagree
Employees spent enough time
0
22
0
with you: after sales

71

agree

54

Strongly
agree
24

Strongly Disagree Neither

disagree
agree
Nor
disagree
Display of Merchandize

agree

94

Strongly
agree

94% agreed that the display of merchandize was attractive and 6% strongly agreed that
the display of merchandize was attractive.

72

Strongly Disagree Neither

disagree
agree
Nor
disagree

agree

Strongly
agree

Availability of the Product

0

91

91% agreed that the availability of the product was there, 5% strongly agreed that the
availability was there while only 4% said they disagreed with this.

73

Strongly Disagree Neither

disagree
agree
Nor
disagree
Variety/Selection
of
Merchandize

agree

87

Strongly
agree

87% agreed that there was variety/selection of merchandize whereas 7%

strongly agreed that enough variety was there and 6% disagreed with this.

74

Strongly Disagree Neither

disagree
agree
Nor
disagree

agree

Strongly
agree

82

16

Vehicle in Good Condition

0

82% agreed that the vehicle was in good condition when delivered ,16%
strongly agreed with this whereas only 2% disagreed with this.

75

Strongly Disagree Neither

disagree
agree
Nor
disagree
Prices Are Affordable

12

15

agree

Strongly
agree

21

52

64% strongly agreed that the prices are affordable , 21% agreed that the prices are
affordable whereas only 15% said that they neither disagreed nor agreed with this.

76

Strongly Disagree Neither

disagree
agree
Nor
disagree
Attractive Discounts Offered

26

agree

Strongly
agree

47

27

55% agreed that the discounts offered are attractive , 34% strongly agreed with this while
11% disagreed and said that the discounts offered were not attractive.

What is your overall opinion about Yamaha?

77

Very Bad

Bad

Neither Bad
Nor Good
3

24

78

Good

Very Good

44

F 32

CONCLUSION AND
SUGGESTION

79

FINDINGS AND CONCLUSION

There is 54% of satisfied customers of Yamaha Suzuki.

The demand for the diesel variant is more for most of the models but the firm has
limited number of the models having diesel variants. The customers are also
looking for the gas models which will be suitable for LPG and CNG. So the firm
should think for the diesel and gas variants.
Most of people think Yamaha Suzuki pricing are economical so they are loyal to
his brand. While other people give emphasis to the after sale service. Quality and
other features are also a trait for the buyers.
There is large no of customers are satisfied with the performance of the car, data
is concerned with those customers who are the existing customers of Yamaha
Suzuki and data is also concerned with new customers.
Servicing comes in after sales services,dealer provides this services to customers
so there is necessary for dealer to provide the vehicle at the promised time
because it makes the relationship better with the customers.
There should be good relation between customer and dealer because it helps to
increase the sales of company and also helpful for making the customer
relationship management.
There is important to know the after sales services of the company it shows the
customers satisfaction and also shows the customer relationship management.

80

SUGGESTION & RECOMMENDATION

SUGGESTIONS

From the study I found that 86% of the respondents says that Advertisement &
sales promotion activities plays a very vital role in purchasing the competitors
Yamaha. Though customers see Quality first while purchasing the Yamaha, but to
know the quality of the brand they must use it, for that they must first know which
brands is available in the market, for which advertisement is essential. So both
advertising & sales promotion activities plays a vital role in purchasing the
Yamaha.

I found from secondary that Trade shows, Trade allowances & Contests &
Incentives & Wall paintings & Print Media like;Newspapersthese are
Advertisement & sales Promotion Activities adopted by the Yamaha to promote
their brand. But only 54% of the respondents are aware about the Yamaha brand.
Inspite of all these Advertising & Sales Promotion activities nearly 50% of the
respondents are not aware about the Yamaha brand. This shows that there is lack
of Advertisements. Advertising done by the Yamaha is not at all effective So you
have to improve the Advertisements like; using Hoardings & doing Wall paintings
in the crowded areas where thousands of people were moving daily, find such

81

places & do the wall paintings & Hoardings their. & also use print Media ads
like; giving ads in local Newspapers Vijay Karnataka & Prajavani. Trade
shows(Technical Meets) mainly of Engineers Contractors, Dealers & Masons is
also one of the effective advertising technique. Where sales person plays a very
important roleSo Try to do Trade shows once in every Three months & do follow
up. It will help to position in the minds of the customers your brand & make the
brand awareness & Identity in the market.

BANDA shakti , Vijay shakti & Lokapur Yamaha are the rivals for Yamaha ,
among which BANDA shakti has used very Good Advertisements & Sales
promotion strategies, & acquired maximum customers in BANDA city. As
compared to BANDA shakti, Yamaha sales promotion strategies are good but it
only lacks in Advertisements. So adopt the Advertisement & sales promotion
strategies given above to beat the competitor.

The main factor influencing customers to purchase their product is Quality, then
later comes Price & Easily availability. So there is great opportunity for the
Yamaha if they improve & maintain quality, others price & easily availability is
already there. So Improve & maintain Quality.

82

LIMITATION

83

LIMITATIONS OF THE STUDY

The research study is confined only to BANDA city

The sample was chosen randomly which might not be the actual representatives of
the total population, due to which there may be an error

Information is partially based on secondary data & hence authenticity of the study
can be visualized & is measurable

84

BIBLIOGRAPHY

85

BIBLIOGRAPHY

www.google.com
www.Yamaha.com
Automobile Magazines
Marketing Management by Philip Kotler
Kothari. C. R, Research Methodology, New Age International(P) Ltd., New Delhi

86

ANNEXURES
QUESTIONNAIRE
PERSONAL INFORMATION
NAME:-...................................................... AGE..............................................................
OCCUAPTION:-...............................................................................................................
LOCATION:-....................................................................................................................
MOBILE NO:-..................................................................................................................

Q.1

Q.2

Knowledgeable sales person

a) 1 to 3 years

b) 3 to 5 years

c) 5 to 10 years

d) 10 and above

Employees spent enough time with you: before sales

a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

d) agree

e) Strongly agree

87

Q.3

Q.4

Q.5

Employees spent enough time with you: during sales

a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

d) agree

e) Strongly agree

Display of Merchandize
a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

d) agree

e) Strongly agree

Availability of the Product

a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

d) agree

88

e) Strongly agree

Q.6

Q.7

Q.8

Variety/Selection of Merchandize
a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

d) agree

e) Strongly agree

Vehicle in Good Condition

a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

d) agree

e) Strongly agree

Prices Are Affordable

a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

89

Q.9

Q.10

Q.11

d) agree

e) Strongly agree

Attractive Discounts Offered

a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

d) agree

e) Strongly agree

Dcor Of The Waiting Area Is Pleasing

a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

d) agree

e) Strongly agree

Post Sales Follow Up Done

a) Strongly disagree

b) Disagree

90

Q.12

c) Neither agree Nor disagree

d) agree

e) Strongly agree

What is your overall opinion about Yamaha?

a) Strongly disagree

b) Disagree

c) Neither agree Nor disagree

d) agree

e) Strongly agree

91