Documente Academic
Documente Profesional
Documente Cultură
ON
"A STUDY ON CUSTOMER BUYING BEHAVIOUR OF YAMAHA TWO
WHEELER BIKES"
Submitted in partial fulfillment of the requirement for the
Award of the degree of
Master of Business Administration
Submitted To
Ms. Bhavana Pandey
(Faulty of Guide )
Submitted By
Gyanendra Nishad
IMBA- 7th Sem.
Roll No. 1130675035
SCHOOL OF MANAGEMENT
BABU BANARSI DAS UNIVERSITY, LUCKNOW
Session-2015-16
INTRODUCTION
Customer satisfaction is an ambiguous and
abstract concept and the actual manifestation of
the state of satisfaction will vary from person to
person and product/service to product/service.
The state of satisfaction depends on a number of
both psychological and physical variables which
correlate with satisfaction behaviors such as
return and recommend rate. The level of
satisfaction can also vary depending on other
options the customer may have and other
products against which the customer can
compare the organization's products.
Customer satisfaction as the key element for success in
business is a major concern for any industry. In
this paper I have tried to propose a how customer
satisfaction level can affect the performance of an
organization.
Customer satisfaction, a business term, is a measure
of how products 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.
INDUSTRY PROFILE
The Indian automotive industry consists of five segments:
commercial vehicles; multi-utility vehicles & passenger cars;
two-wheelers; three-wheelers; and tractors. With 5,822,963
units sold in the domestic market and 453,591 units exported
during the first nine months of FY2005 (9MFY2005), the
industry (excluding tractors) marked a growth of 17% over the
corresponding previous. The two-wheeler sales have witnessed a
spectacular growth trend since the mid nineties.
using Yamahas bikes and to find out the areas in which it needs to
improve to develop a better perception in the mind of its customers.
It entails as to suggest Yamaha how to become a no. 1 customer
oriented company
Secondary objective:
Focus Group
Collection of Data:
Qualitative Data
Survey
questionnaires
Sampling:
Non-Probability Sampling
Judgmental Sampling
Simple Random
Sample Design:
Sampling may be defined as the selection of the some part of an
aggregate or totality on the basis of which a judgment or
interference about the aggregate or totality is made. It is the
process of obtaining information about entire population by
examining only a part of it in which generalizations or influences
are drawn based on the sample about the parameter of population
from which samples are taken.
Sample Size: A total of 100 people have been questioned for the
purpose of filling up the questionnaire.
Details of the Survey Conducted
Sample Size 100
Target Population 20-25 years
25-30 years
30 and above
Area Covered LUCKNOW
Sampling Judgmental Simple Random
Type of Questionnaire Structured 5 point bipolar Likert
Scale
Type of Questions Close ended Questions
GRAPHICAL DATA ANALYSIS
Service 40%
Business 5%
Self Employed 5%
Others 5%
Interpretation:
Occupationally and professional the motor bike has been used i.e. 45% preferred by student,
in the service level it is used 40% and the rest of used in business, self employed and for
other purposes used.
HOW DO INCOME WISE CUSTOMER
SHOW THEIR INTEREST TOWARDS
MOTOR BIKE
10000-15000 35%
15000-20000 40%
20000-50000 15%
50000-100000 5%
Interpretation:
In the base of economically, it is used in the base of income i.e. 35% of income
group 10,000-15,000, 40% of 15,000 - 20,0000, 15% of income group of 20,000-
50,000 and rest of used in the rarely above income of 50,000
FINDINGS
Out of the six brands covered the respondents of Suzuki are
generally married while other brands have unmarried
customers.
The average age of a Yamaha customer comes out to be 26-30
concerned.
SUGGESTIONS
INTRODUCTION OF NEW BRANDS Yamaha should introduce new
bikes in the market. It will definitely make the market oligopolistic, But
will improve the condition of Yamaha.
BIKE IN 150 CC SEGMENT Yamaha does not has any successful bike
Yamaha has got best R&D facilities and international design of sports
bikes. It needs to integrate its efforts together with other department
more specifically marketing wing and try to give customers what they
want.
It has been found from the research that Yamaha has got the most loyal
customers but when it comes to Yamaha, people still talk about RX- 100.
Yamaha should develop a bike like RX-100, and this time mileage and
style should also be considered.
360 degree marketing approach and need to follow aggressive promotional