A STUDY ON YAMAHA BIKES CUSTOMER PREFERENCE WITH

SPSECIAL REFERENCE TO SREE KANNA YAMAHA MOTORS IN

DINDIGUL
Project report submitted in partial fulfillment of the requirement of Anna University of
Technology, Coimbatore for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by

DIVYA THERASAL.J
Register No: 098001602010
Under the guidance
Miss.M.BHARANIESWARI
Lecturer

DEPARTMENT OF MANAGEMENT STUDIES

CMS COLLEGE OF ENGINEERING
NAMAKKAL 637003
JUNE 2011

CERTIFICATE

BONAFIDE CERTIFICATE

This is to certify that the main project entitledA STUDY ON YAMAHA BIKES
CUSTOMER PREFERENCE WITH SPECIAL REFERENCE TO SREE KANNA
YAMAHA MOTORS IN DINDIGULis a record of the work done byDIVYA
THERASAL.J., (Register No.098001602010) Submitted in partial fulfillment of the
requirement for the award of degree of Master of Business Administration of Anna University
of Technology during the academic year 2011.

Project Guide

Head of the Department

Submitted for the Project Viva-Voce examination held on

Internal Examiner

External Examiner

DECLARATION

DECLARATION

I hereby declare that the project entitledA STUDY ON YAMAHA BIKES CUSTOMER
PREFERENCE WITH SPSECIAL REFERENCE TO SREE KANNA YAMAHA
MOTORS IN DINDIGULis my original work and that no part of this report has been
submitted for the award of any other Degree, Diploma, Fellowship or any other similar titles
or prizes and that the work has not been published in any scientific or popular journal or
magazine.

Place:
Date:

Signature of the student

DIVYA THERASAL.J

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT
With great pleasure, I am presenting this project entitled A STUDY ONYAMAHA BIKES
CUSTOMER PREFERENCE WITH SPSECIAL REFERENCE TO SREE KANNA
YAMAHA MOTORS IN DINDIGULA project of this dimension would not have been
possible without the sincere help and earnest support provided to me from all sources that
was approached.
It is my privilege and great pleasure to express my sincere and heart full thanks
toMr.C.MUTHUSAMY,Founderand Chairman of CMS College of Engineering,
Namakkal,for giving opportunity to study in this prestigious institutions.
I am indebted to Dr.C.NELSONKENNDY BABU, Principal, CMS College of
Engineering, and Namakkalfor providing me an opportunity to undertake the project
I extend my thanks to Head of the Department Miss.M. BHARANIESWARI, M.B.A,CMS
College of Engineering, Namakkal, for his constant encouragement and valuable guidance
throughout the study
I take this opportunity to express my gratitude toAssistant Professor, Mr. K.G SENTHIL
KUMAR, M.B.A., M.Phil, (PhD). Head of the Department, Department of Management
Studies, CMS College of Engineering, Namakkal, who offered constant support and
valuable guidance and remained as backbone for successful completion of my work.
I express my thanks and gratitude to the members of Sree Kanna Yamaha motors. Those
who helped me to fulfill my project work.
Finally I express my sincere thanks towards my parents, friends and others for his
encouragement and support.

DIVYA THERASAL.J

SL NO

CONTENTS

PAGE NO

ACKNOWLEDGEMENT
CONTENTS
LIST OF TABLES
LIST OF FIGURES
ABSTRACT
1

INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

1.2 INDUSTRY PROFILE

1.3 COMPANY PROFILE

REVIEW OF LITERATURE

25

RESEARCH METHODOLGY

27

ANALYSIS AND INTERPRETATION

30

FINDINGS

59

5.1 FINDINGS

59

5.2 SUGGESTIONS

61

5.3 CONCLUSION

62

BIBILOGRAPHY
APPENDIX

LIST OF TABLES

Table
No
Particulars

Page
No

4.1

The table showing the age of the respondents

30

4.2

The table showing the marital status of respondents

31

4.3

The table showing the respondents qualification

The table showing the income status of the
respondents

32

The table showing no of customers in Yamaha

34

4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18
4.19
4.20
4.21
4.22

The table showing

respondents
The table showing
respondents
The table showing
respondents
The table showing

model of the bike using by the

model of purchase by the
awareness of Yamaha bike of the
advertisement in Yamaha

The table showing owning vehicles by the respondents

The table showing maintenance cost of the
respondents
The table showing opinion about the gear system by
the respondents
The table showing reason for purchase particular
model by the respondents
The table showing opinion about vehicle cost by the
respondents
The table showing opinion of respondents for warranty
period
The table showing satisfaction level after sales service
The table showing problem in vehicle while using by
the respondents
The table showing opinion to change the brand by the
respondents
The table showing respondents satisfaction level with
SKY motor
The table showing opinion of the respondents
recommendation to others
The table showing opinion of the respondents or not
recommend to others.
The table showing opinion of the overall performance

33

35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51

4.23
4.24

of Yamaha bikes by the respondents

Relationship between qualification and using Yamaha bikes by the
respondents calculated by chi-square test
Relation between overall performance of the Yamaha bikes and
income level of the respondents using ANOVA test

52
55

LIST OF CHARTS

Table
No
Particulars

Page
No

4.1

The charts showing the age of the respondents

30

4.2

The charts showing the marital status of respondents

31

4.3

The charts showing the respondents qualification

The charts showing the income status of the
respondents

32

The charts showing no of customers in Yamaha

34

4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18

The charts showing model of the bike using by the

respondents
The charts showing model of purchase by the
respondents
The charts showing awareness of Yamaha bike of the
respondents
The charts showing advertisement in Yamaha
The charts showing owning vehicles by the
respondents
The charts showing maintenance cost of the
respondents
The charts showing opinion about the gear system by
the respondents
The charts showing reason for purchase particular
model by the respondents
The charts showing opinion about vehicle cost cost by
the respondents
The charts showing opinion of respondents for
warranty period
The charts showing satisfaction level after sales
service
The charts showing problem in vehicle while using by
the respondents
The charts showing opinion to change the brand by
the respondents

33

35
36
37
38
39
40
41
42
43
44
45
46
47

4.19
4.20
4.21
4.22

The charts showing respondents satisfaction level with

SKY motor
The charts showing opinion of the respondents
recommendation to others
The charts showing opinion of the respondents or not
recommend to others.
The charts showing opinion of the overall performance
of Yamaha bikes by the respondents

48
49
50
51

ABSTRACT
ABSTRACT

This project was undertaken at SreeKanna Yamaha Motors, Dindigul. The main
objective of the research was to find out the overall customers preference.

Descriptive research design was used for the study. Convenience sampling technique
was employed in this study. The primary data was collected by means of a questionnaire
through direct interview.

100 employees were interviewed in the company. The data was analyzed by using
appropriate statistical tools like simple percentage analysis, Chi square, Anova and
conclusions were drawn.

The information regarding the organization such as organizational hierarchy, functions

of the various departments in the organization and the list of products that are manufactured
by the Yamaha bike company.

Finally on the basis of findings and inference I arrived a conclusion that in SreeKanna
Yamaha Motors, the show room should update news in the media and provide a good quality
of service.

CHAPTER I
Introduction
CHAPTER - I
1.1 INTRODUCTION

1.1.1 MARKETING:
Philip Kotler defines marketing as a social process by which individuals and
groups obtain what we need and want through creating, offering and truly
exchanging products and services of value with others.

1.1.2 DEFENITION:
According to American Marketing Association marketing includes all the
activities that are undertaken to facilitate the flow of goods and services which
come under marketing. In other words, marketing includes all the activities
directly and indirectly connected with production, transportation, storage,
grading selling and other sales promotion activities.

1.1.3 MAHATMA GANDHIJI QUOTE ABOUT CUSTOMERS:

In the words of Mahatma Gandhi A customer is the most important visitor
in our promises, he is not depending on us, but we are depending on him. He is
not and interruption in our work, he is the purpose of it, he is not an outsider of

our business. He is part of it. We are not doing him favors, by fiving him foods
and services. But he is fiving us opportunity to do work.

Markets have to go beyond the influences on buyers and develop an

understanding of how customer taking buying decisions marketing mix (product,
price, place, promotion) decision should be made to understand the factor
influencing the trade channels as well as the final customer.

The company

preferred mix for sales promotion advertisement, sales force, public

relation,

direct mail, telemarketing and internet to reach the trade channels and the
target customer.

Customer behavior involves a complicated series of stimuli, response and

reaction to many factors or motives these motives may be expressed or
unexpressed when some one buys something, he psychologically satisfied both a
need and wants he prefers a specific product out of a vast lot, because it
provides in with a certain mental or physical satisfaction.

Modern buyers are seeking not only for the product in the best features
but also the benefit product which gives more satisfaction nowadays two wheeler
had emerged as necessary item in human walk of life. Every person whether
industry had developed very much recently the study is designed with a view to
analyze the customer satisfaction about two wheeler with a special reference to
Yamaha Bikes.

1.1.4 INDUSTRY PROFILE

1.1.4.1 Indian Two-Wheeler Industry:

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 recognized 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 realizing the sectors 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 realize its potential in the country. The liberalization

policies have led to continuous increase in competition which has ultimately

resulted in modernization 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.

1.1.4.2 PROFILE OF THE COMPANY

1.1.4.3 INTRODUCTION:

Yamaha Corporation:

Address:
10-1, Nakazawa-choHamamatsu,
Shizuoka 430
Japan
Telephone: (53) 460-2850
Fax: (53) 456-1109.

Company Perspectives:

Our corporate philosophies are embedded in our customer oriented

management and operations; providing excellence in our products and services;
continuous efforts to expand our existing market and create new markets;
enhancement of research and development on a long range perspective;
commitment to care for end users through providing even better service after
sale; pursuit of further globalization of Yamaha's business; fostering positive
growth through diversification. Yamaha's very basic corporate objective is
reflected in everything that it does, which is to contribute to the enrichment of
the

quality

of

lives

for

people

around

the

world.

Company History:

Yamaha Corporation, one of Japan's most diversified companies, is the

world's largest maker of musical instruments. Since 1950 the company has also
become a major producer of electronics, audio products, semiconductors and
other computer-related products, home appliances and furniture, sporting goods,
specialty metals, machine tools, and industrial robots. Yamaha also owns and
operates a string of resorts located throughout Japan, and holds a 31 percent
stake in the separately managed Yamaha Motor Company, Ltd. which is the
world's second-largest producer of motorcycles. Yamaha Corporation foundered
in the 1980s from mismanagement, but was turned around following the
appointment of its eighth president, SeisukeUeshima, in 1992.

19th Century Origins

Yamaha founder Torakusu Yamaha's venture reflected turn-of-the-century

Japan's enthusiasm for new technologies and the ability of its middle-class
entrepreneurs to develop products based on them. Raised in what is now the
WakayamaPrefecture, Yamaha received an unusual education for the time from
his samurai father, a surveyor with broad interests in astronomy and mechanics
and a remarkable library. The Meiji Restoration, a government-subsidized effort
to hasten technological development in the late 19th century, put educated
people like Yamaha in a position to capitalize on the new growth.

At age 20 Yamaha studied watch repair in Nagasaki under a British

engineer. He formed his own watch making company, but he was unable to stay
in business due to lack of money. He then took a job repairing medical equipment
in Osaka after completing an apprenticeship at Japan's first school of Western
medicine in Nagasaki.

As part of his job, Yamaha repaired surgical equipment in Hamamatsu, a

small Pacific coastal fishing town. Because of their area's isolation, a township
school there asked him in 1887 to repair their prized U.S.-made Mason & Hamlin
reed organ. Seeing the instrument's commercial potential in Japan, Yamaha
produced his own functional version of the organ within a year and then set up a
new business in Hamamatsu to manufacture organs for Japanese primary
schools. In 1889 he established the Yamaha Organ Manufacturing Company,
Japan's first maker of Western musical instruments. At the same time, the
government granted Hamamatsu township status, which provided it with rail
service and made it a regional commerce center.

Western musical traditions interested the Japanese government, which

fostered and catered to growing enthusiasm for Western ideas. While Yamaha's
technical education enabled him to manufacture a product, government
investment in infrastructure made it possible for him to create a business.
Yamaha Organ used modern mass-production methods, and by 1889 it employed
100 people and produced 250 organs annually.

During the 1890s the more inexpensive upright piano surpassed the reed
organ in popularity in U.S. homes. Yamaha saw the potential of this market. In
1897 he renamed his company Nippon Gakki Co., Ltd., which literally means
Japan musical instruments. He opened a new plant and headquarters in the
Itaya-cho district of Hamamatsu.

In 1899 one of Yamaha's initial investors convinced other investors to pull

out of Yamaha in favor of a competitor, a new organ maker that was near failure.
Yamaha managed to borrow the money necessary to remain solvent and buy out
his partners.
Japan's government not only supported industrialization through
heavy manufacturing, but also encouraged upstart businesses to contact
overseas markets directly. Expansion into pianos required more research, so the
Japanese Ministry of Education sponsored a Yamaha tour of the United States in
1899. He was to study piano making and to establish suppliers for the materials
needed to produce pianos in Japan.In one year Nippon Gakki produced its first
piano. Governmental and institutional orders were the first filled, including some
for the Ministry of Education. In 1902, with U.S. materials and German
technology, Nippon Gakki introduced its first grand piano. In 1903 the company
produced 21 pianos.

Nippon Gakki demonstrated its new pianos in select international

exhibitions. Between 1902 and 1920, the company received awards for its pianos
and organs that had never before gone to a Japanese manufacturer, for example
a Grand Prix at the Saint Louis World Exposition in 1904.

Electronics Developments in the 1970s

Just as transistors had once replaced tubes in electronics, integrated
circuits (ICs) replaced transistors in the 1970s. Because no manufacturer would
develop an IC for Nippon Gakki's relatively limited demand, the company built a

plant in 1971 to make its own. By developing the technology early, Nippon Gakki
established itself as a serious electronics firm, better able to serve the
accelerating demand for electronic keyboards and audio components.

Large-scale integrated circuits (LSIs) allowed the company to digitalize its

keyboards. Nippon Gakki built an LSI plant in 1976 so it could convert all of its
electronic products from analog to digital formats. LSIs also made possible
Yamaha's growth as an electronics supplier and the manufacture of advanced
electronic systems such as industrial robots.

Nippon Gakki developed electronic components more quickly than other

types of components. In its traditional line of pianos and organs, by contrast,
Nippon Gakki still depended on overseas suppliers for components in the 1970s.
While Nippon Gakki's sales in 1979 remained steady, a favorable exchange rate
boosted earnings to a record 15 billion. Nevertheless, the same exchange rate
hurt motorcycle sales.

Principal Subsidiaries:
Yamaha Credit Co., Ltd.; Yamaha Plans Co., Ltd.; Yamaha Hall Co., Ltd.;
Yamaha Kyohan Co., Ltd.; Yamaha Livingtec Corporation; Yamaha Motor
Company, Ltd. (31%); Yamaha Recreation Co., Ltd.; Yamaha Electronik Europa
G.m.b.H. (Germany); Yamaha Europa G.m.b.H. (Germany); Yamaha Music (Asia)
Pte.

Ltd.

(Singapore);

Yamaha

Corporation

of

America

(U.S.A.);

Electronics Corp. USA.

PRODUCT PROFILE

YAMAHA YFZ R15

Engine Transmission
Type
Engine Displacement
Max. Net Power
Max. Net Torque

Liquid cool 4 stroke SOHC 4-value

1498CC
17ps / 8500 rpm
15nm/ 7500 rpm

Yamaha

Suspension
Front
Rear
Breakers
Front
Rear
Tire
Front
Rear
Fuel Tank
Full
Electrical
System
Head Lamp
Dimension
Wheel base
Weight

Telescopic
Linked type Monocross
Hydraulic single disc
Hydraulic single disc
80/ 90- 17 Tubeless tire
100/80 -17 Tubeless tire
12Lr.
12V35W
35W+35W
1290mm
131kg

YAMAHA FAZER
Engine Transmission
Type
Engine Displacement
Max. Net Power
Max. Net Torque
Suspension
Front
Rear
Breakers
Front
Rear
Tire
Front
Rear
Fuel Tank
Full
Electrical
System
Head Lamp
Dimension
Wheel base

Air cool 4 stroke SOHC, 2-value

1530CC
14ps /7500 rpm
14nm/ 6000rpm
Telescopic
Monocross
Hydraulic single disc
Drum
100/ 80- 17 Tubeless tire
140/60 R17 Tubeless tire
12Lr.
12V5AH
12V35W
1335mm

Weight

141kg

YAMAHA FZ S
Engine Transmission
Type
Engine Displacement
Max. Net Power
Max. Net Torque
Suspension
Front
Rear
Breakers
Front
Rear
Tire
Front
Rear
Fuel Tank
Full
Electrical
System
Head Lamp
Dimension
Wheel base
Weight

Air cool 4 stroke SOHC, 2-value

1530CC
14ps /7500 rpm
14nm/ 6000rpm
Telescopic
Monocross
Hydraulic single disc
Drum
100/ 80- 17 Tubeless tire
140/60 R17 Tubeless tire
12Lr.
12V5AH
12V35W
1335mm
137kg

YAMAHA FZ 16
Engine Transmission
Type
Engine Displacement
Max. Net Power
Max. Net Torque
Suspension
Front
Rear
Breakers
Front
Rear
Tire
Front
Rear
Fuel Tank
Full
Electrical
System
Head Lamp
Dimension
Wheel base
Weight

Air cool 4 stroke SOHC, 2-value

1530CC
14ps /7500 rpm
14nm/ 6000rpm
Telescopic
Monocross
Hydraulic single disc
Drum
100/ 80- 17 Tubeless tire
140/60 R17 Tubeless tire
12Lr.
12V5AH
12V35W
1335mm
137kg

YAMAHA GLADIATOR

Engine Transmission
Type
Engine Displacement
Max. Net Power
Max. Net Torque
Suspension
Front
Rear

Air cool 4 stroke SOHC, 2-value

123.7CC
11ps /7500 rpm
10.4nm/ 6500rpm
Telescopic Hydraulic
Rectangular swing arm with
hydraulic shock absorber

Breakers
Front
Rear
Tire
Front
Rear
Fuel Tank
Full
Electrical
System
Head Lamp
Dimension
Wheel base
Weight

Hydraulic single disc

Drum
2.7x18 Tubeless tire
3.00x 18 Tubeless tire
13Lr.
12V/15AH (Self)
12V/35W Halogen bulb
1300mm
128kg

YAMAHA CRUX

Engine Transmission
Type
Engine Displacement
Max. Net Power
Max. Net Torque
Suspension
Front
Rear
Breakers
Front
Rear
Tire
Front
Rear
Fuel Tank
Full
Electrical
System
Head Lamp
Dimension
Wheel base
Weight

Air cool 4 stroke SOHC, 2-value

106CC
7.6ps /7500 rpm
7.5nm/ 6000rpm
Telescopic Hydraulic
Adjustable hydraulic shock absorber
Drum 130mm
Drum 130mm
2.75x184PR
3.00x 186PR
13Lr.
12V/15AH
12V/35W Halogen bulb
1260mm
113kg

YAMAHA ALBA

Engine Transmission
Type
Engine Displacement
Max. Net Power
Max. Net Torque
Suspension
Front
Rear
Breakers
Front
Rear
Tire
Front
Rear
Fuel Tank
Full
Electrical
System
Head Lamp
Dimension
Wheel base
Weight

Air cool 4 stroke SOHC, 2-value

106CC
7.6ps /7500 rpm
7.5nm/ 6000rpm
Telescopic Hydraulic
Adjustable hydraulic shock absorber
Drum 130mm
Drum 130mm
2.75x18 -4PR
3.00x 18 -6PR
13Lr.
12V/5H (Self)
12V/35W Halogen bulb (HS1)
1260mm
123kg

YAMAHA YBR 110

Engine Transmission
Type
Engine Displacement
Max. Net Power
Max. Net Torque
Suspension
Front
Rear
Breakers
Front
Rear
Tire
Front
Rear
Fuel Tank
Full
Electrical
System
Head Lamp
Dimension
Wheel base
Weight

Air cool 4 stroke SOHC, 2-value

106CC
7.6ps /7500 rpm
7.85nm/ 6000rpm
Telescopic Hydraulic
Adjustable hydraulic shock absorber
Drum 130mm
Drum 130mm
2.75x18 -4PR
3.00x 18 -6PR
13Lr.
12V/5AH (Self)
12V35/35W Halogen bulb (HS1)
1290mm
123kg

Upcoming Bikes

Yamaha Yzf R6
Yamaha Yzf R6 has arrived in India to appease your excitement for extreme
passion with jaw dropping looks. This 599 cc super bike sports superb power in
its every aspect- performance, looks, comfort and safety as well. This muscle

model supports ultra responsive Yamaha Chip Control Throttle (YCC-T) system to
deliver its maximum whatever the terrain may be.

Yamaha YZF R125

YZR-R125 bike is a sporty model for younger segment. Its main features is its
liquid-cooled engine which is highlighted with, 4-stroke, 4-valve, single cylinder,
SOHC engine who has excellent performance. YZR-R125 bike is also had an
added advantage of lightweight Deltabox frame with strong aluminum arms, that
gives the R125 class-leading handling and a very comfortable grip for the driver.

Upcoming Scooters

Yamaha BWs 125 Fi

The all new and classy Yamaha BWs125 Fi is expected to be powered by 125 cc
engine displacement. The engine is bestowed with 4 strokes, single cylinder 4
valve, SOHC engine. The engine of the Yamaha BWs125 Fi is packed with fuel
injection system which will ensure proper use of fuel and thus will make henew

scooter very fuel efficient. The a new Yamaha BWs 125 Fi is expected to deliver
very good mileage of around 40 kmpl in city

1.1.4.4 SHOW ROOM PROFILE:

Name of the Show Room

: SreeKanna Yamaha Motors.

Year of commencement

: 2009, 5th June.

Managing Director

: Mr.S.NandhaGopal.

Joint Managing Director

: Mr.N.VenkadeshBabu.

District

: Dindigul

Total Branches

: Vedasandur, Palani, Theni, Batlagundu,

Competitors

: TVS, HERO HONDA, SUZIKI, HONDA, etc.

AIM:

To satisfy the customers.

To achieve the targets
To increase the sales among other competitive bike show rooms.
Zero% customer complaints.

AWARDS AND ACHIEVEMENTS:

1) LORD OF THE STREET --- Fz (Model).
2) BIKE OF THE YEAR
--- Sz (Model) in 2010.

ADVERTISEMENT FOR SREE KANNA YAMAHA MOTORS:

1) BROADCAST MEDIA:
Super T.V.
City T.V.
King T.V.

2) PRESS MEDIA:
The Hindu.
Dinamalar

1.1.4.5 SHOW ROOM STRUCTURE:

Managing Director

Joint Managing
Director

Manager

Accounting

Sales

Cashier

Spare
.
Service

1.2 STATEMENT OF THE PROBLEM

The study on customer behavior helps to know the customers are

what they want, how they use and react to the product. the wants of the
consumer are carefully studied by conduction survey; on consumer
attitude. the study also helps to know various marketing variable such as
price, product features. advertising message corporate reveals to the
manufacturer about the tastes, preference, likes choice of different
people. this study will help to gain knowledge about the influencing the

consumer to prefer a particular brand and the problems faced by them on

using such brands.

In this context the research felt that it is suitable to study the socioeconomic activities of the respondents and their potential buying
attitudes, it hoped that the study will help to gain knowledge on the issue
such as the factors influencing the customer to prefer a particular brand,
the sources of purchase, to know the preference of the respondents
towards their automobile performance and to know the opinions and ideas
of the consumers about the brand.

1.3 OBJECTIVES THE STUDY:

1. To find out the Yamaha bikes customer preference.

2. To find out the opinion of respondents regarding its features like appearance, mileage
and price.
3. To find out the factors influencing customer to purchase Yamaha bikes.

4. To know about the level of satisfaction of service rendered by SreeKanna Yamaha

Motor bikes.
5. To provide various suggestion to improve sales.

1.4 SCOPE OF THE STUDY

1. The study focuses of how and why consumers make decisions

to goods and services, consumer attitude and customer
preference.
2. The dis-satisfaction with the choice of an automobile perhaps
leads to many reasons.
3. This can be continuing poor distribution problem, poor
influence of the existing consumers towards potential
consumers.
4. In attempt to achieve above aspect this study has been taken
and focusing on behavior and preference of the customers.

1.5 Limitation of the study:

1.
2.
3.
4.

The study is limited in Dindigul.

The study is conducted only for limited time.
The study was conducted only with 100 respondents.
Its difficult to identify whether the answer given by the respondents are really correct
or wrong.

CHAP
TER - II
Review of
Literature
CHAPTER-II
REVIEW OF LITERATURE

Once the problem is formulated, the researcher has to undertake an

extensive literature survey related to problem. The literature survey undertaken
here includes books and different websites from the internet.
The research project was to know the Customerpreferences and customer
satisfactionwith regard to specific brand of Yamaha bikeson the basisof Price,
Fuel efficiency, Brand, Styleand comfort brand name.

Schiff man G. Leon and kanuklazare Leslie 1 - Study of the customerbehaviour is

the study of how individuals make decisions to spend their availableresources (Time,
Money and Efforts) on consumption related items. It includesthe study what they buy,
whey they buy it, when they buy it, where they buy it,how often they buy it and how
often they use it. The primary purpose for thestudy consumer behavior as apart of
marketing curriculum is to understand howand how customers make their purchase
decisions. There insights enablemarketers to design more effective marketing
strategies.

Gupta.C .B and Dr. Nair. N.Rajan2 - A business is based on understanding

theCustomer and providing the kind of products that the customer wants.

Mamoria C.B. and Mamoria Satish3 - Consumer behavior is the processwhere by

individuals decide what, when, where, how and from whom to purchasegoods and
services. Buying behavior may be viewed as an orderly process hereby individual
interacts with his environment for the purpose of making marketdecision on products
and services.

Nair Suja. R.4 - The success of the firm will be determined by how effective it has
been in meeting the diverse customer needs and wants by treating eachcustomer as
unique and offering products and services to suit his/her needs.

Bennett Peter.D. And KassarjianHaroldh5 - A great deal of research activityin

marketing is design to shed light on the customer decision process.

Kothari C.R.6 For data analysis different statistical techniques are being usedsuch as
scaling techniques, correlation, hypothesis testing.

CHAP
TER - III
Research
Methodology
CHAPTER III
3.1 RESEARCH METHODOLOGY
RESEARCH DESIGN:

A research design is purely and simply basic frame work or plan for a
study that guides the collection of data and analysis of the data. In consumer
surveys, I adopted this description design in collecting and analysis of the data.

Descriptive Research Design:

Descriptive research design is on that simply describes something such a
demographic characteristic of consumers who use the products. The descriptive
study is typically concerned with determining the frequency with which
something occurs. This study is typically guided by an initial hypothesis.
For example, in our study of SreeKanna Yamaha Motors with respect to the
socio-economic characteristics such as age, occupation, income qualification and
so on from a descriptive study.

SOURCES AND TOOLS FOR COLLECTING OF DATA:-

1) Chi-square test
2) Percentage analysis
3) Anova

SAMPLING DESIGN:The type of sampling adopted for the study is convenience sampling. It

means a sample is selected according to the convenience of the investigation.

SAMPLE SIZE:The number of the sample size taken from the population for this study is

100.

Simple percentage analysis:

The percentage refers to a special kind of ratio in making comparison
between two or more data and to describe relationships.

CHI-SQUARE ANALYSIS:
Chi-square is a non-parametric test of statistical significance for Bi-variety
tabular analysis. A non-parametric test, like chi-square, is a rough estimate of
confidence.
Chi-square is used most frequency to test the statistical significance of
results reported in bi-variety tales and interpreting bi-variety tables is integral to
interpreting the results of a chi-square test.

STATISTICAL TEST:

(Oi-Ei) 2
Calculated Value X2

-----------(Ei)

Degree of freedom

Whereas,

O = Observed frequency
E = Expected frequency

= (r i-1) (ci-1)

r = Number of Rows
c = Number of columns

Therefore;

Row total X Column total

Expected frequency = ------------------------------Grand total

Level of significance:
A value indicating the percentage of sample values that is outside certain
limits, assuming the null hypothesis is correct, that is, he probability of rejecting
the null hypothesis when it is true.

CHAPTER IV
Data Analysis and
Interpretation

CHAPTER IV

4. ANALYSIS AND INTERPRETATION

Table: 4.1
AGE OF THE RESPONDENTS
S. no

Age

No. of respondents

Percentage

Below 20

1%

21-35

46

46%

36-50

50

50%

51-65

3%

Above 66

0%

Total

100

100%

Chart-4.1
AGE OF THE RESPONDENTS

Chart Title
60%
50%
40%
30%
20%
10%
0%

50%

46%

3%

1%
Below 20

21-35

36-50

51-65

0% 66
Above

Inference:
The above table shows that 50% of respondents belongs to 36-50 age
group, 46% of respondents are belongs to 21-35 age group, 3% respondents
belongs to51-65 age group and remaining respondents are belongs to below 20
age group.

Table: 4.2
MARITAL STATUS OF RESPONDENTS

S. No

Marital status

No. of the

Percenta

responden

ge

Single

ts
37

37%

Married

63

63%

Total

100

100%

Chart-4.2
MARITAL STATUS OF RESPONDENTS

63%
70%
60%
50%

37%

40%
30%
20%
10%
0%
Single

Married

Inference:
The above table shows that 63% of respondents are belongs to married
and remaining 37% are belongs to single.

Table: 4.3
RESPONDENTS QUALIFICATIONS

S. NO

QUALIFICATION LEVELS

No. of

Percenta

responden

ge

Up to 12th standard

ts
7

7%

Diploma

32

32%

UG

34

34%

PG

26

26%

Above

1%

Total

100

100%

Chart-4.3

RESPONDENTS QUALIFICATIONS

1% 7%

26%

Up to 12th standard
32%

Diploma
UG

34%

PG
Above

Inference:
The above table shows that 34% of respondents are belongs to UG, 32% of
respondents are belongs to Diploma, 26% of respondents are belongs to PG, 7%
of respondents are belongs to 12th standard and 1% of respondents are belongs
to above.

Table: 4.4

INCOME STATUS OF RESPONDENTS

S. NO

INCOME LEVEL

NO. Of

Percentage

Below 3000

respondents
8

8%

3001-5000

35

35%

5001-10000

54

54%

10001-15000

3%

Above 15001

0%

Total

100

100%

Chart-4.4
INCOME STATUS OF RESPONDENTS
60%
50%
40%
30%

54%

20%

35%
8%

0%
15
00
1

10
00
115
00
0

10
00
0
50
01
-

50
00

3%

30
01
-

Be
lo
w

30
00

0%

Ab
ov
e

10%

Inference
The above table shows that the income status of 54% respondents are
belongs to 5000-10000, 35% respondents are belongs to 3000-5001, 8%
respondents are belongs to below 3000 and remaining 3% are belongs to 1000115000.

Table: 4.5

NUMBER OF CUSTOMERS IN YAMAHA

S. NO

No. of customers

No. of

Percenta

respondent

ge
100%

Yes

s
100

No

0%

Total

100

100%

Chart-4.5
NUMBER OF CUSTOMERS IN YAMAHA

Yes
No
100%

Inference:
The above table shows that 100% respondents are belongs to Yamaha
customers

Table: 4.6

MODEL OF THE BIKE USING BY THE RESPONDENTS

S.NO

MODEL OF THE BIKE AT PRESENT

NO. Of

Percentag

CRUX

respondents
19

e
19%

FZ

20

20%

SZ

23

23%

YBR

13

13%

OTHERS

25

25%

TOTAL

100

100%

Chart-4.6
MODEL OF THE BIKE USING BY THE RESPONDENTS

25%

23%
25%

19%

20%

20%

13%

15%
10%
5%
0%
CRUX

FZ

SZ

YBR

OTHERS

Inference:
The above table shows that 25% respondents are using other models in
Yamaha, 23% respondents are belongs to Sz, 20% respondents are belongs to Fz,
19% respondents are belongs to CRUX, and remaining 13% respondents are
belongs to YBR.

Table-4.7

MODEL OF PURCHASE BY THE RESPONDENTS

S.NO

MODE OF PURCHASE

NO. Of respondents

Percentag

Loan

64

e
64%

Cash

36

36%

Installment

0%

Others

0%

TOTAL

100

100%

Chart-4.7
MODEL OF PURCHASE BY THE RESPONDENTS

70%
60%
50%
40%

64%

30%
36%

20%
10%

0%

0%
Loan

Cash

Installment

0%
Others

Inference:
The above table shows that the number of the respondents are belongs to
mode of purchase of loan 64%, and remaining respondents 36% are cash
purchase.

Table: 4.8
AWARENESS OF YAMAHA BIKES OF RESPONDENTS

S.NO

AWARENESS OF YAMAHA BIKES

NO. Of respondents

Percentage

1.
2.
3.
4.
5.

Advertisement
Word of mouth
Friends
Relatives
Others
TOTAL

39
4
45
10
2
100

39%
4%
45%
10%
2%
100%

Chart-4.8
AWARENESS OF YAMAHA BIKES OF RESPONDENTS

45%

10%

Re
la
tiv
es

Fr
ie
nd
s

4%

2%

O
th
er
s

39%

Ad
ve
rt
is
em
en
t
W
or
d
of
m
ou
th

50%
40%
30%
20%
10%
0%

Inference:
The above table shows that 45% respondents are belongs to Friends, 39%
respondents are belongs to Advertisements, 10% respondents are belongs to
relatives and 4%, 2% are belongs to word of mouth and others.

Table: 4.9
ADVERTISEMENT IN YAMAHA

S.NO

ADVERTISEMENT IN YAMAHA

No. Of

Percenta

TELEVISION

respondents
80

ge
80%

NEWSPAPER

2%

MAGAZINE

10

10%

BANNER

1%

OTHERS

7%

TOTAL

100

100%

Chart-4.9
ADVERTISEMENT IN YAMAHA

1% 7%

TELEVISION

10%

NEWSPAPER

2%

MAGAZINE
BANNER
80%

OTHERS

Inference:
The above table shows that 80% respondents are belong to Television and
10% respondents belongs to magazine.

Table: 4.10
OWNING VEHICLES BY THE RESPONDENTS
(IN YEARS)

S. No

OWNING VEHICLES BY THE RESPONDENTS

No. of

Percenta

BELOW 3 years

respondents
74

ge
74%

4-5 years

14

14%

6-7 years

0%

8-9 years

2%

ABOVE 10 years

0%

TOTAL

100

100%

Chart-4.10
OWNING VEHICLES BY THE RESPONDENTS
80%74%
70%
60%
50%
40%
30%
20%

14%

10%
0%
BELOW 3 years 4-5 years

0%
6-7 years

2%

0%

8-9 years ABOVE 10 years

Inference:
The above table shows that 74% respondents owning the Yamaha bikes
belongs to below 3years, and 14% of respondents are belongs to 4-5 years.

Table: 4.11
MAINTENANCE COST OF RESPONDENTS

S. NO

MAINTENANCE COST

No. Of

Percent

Very high

respondents
83

age
83%

High

14

14%

Moderate

4%

Low

0%

Very low

0%

TOTAL

100

100%

Chart- 4.11
MAINTENANCE COST OF RESPONDENTS

Very low 0%
Low 0%
Moderate

4%

High
Very high
0%

14%
83%
10% 20% 30% 40% 50% 60% 70% 80% 90%

Inference:
The above table shows that 82% maintenance cost of respondents are
belongs to very high, and 14% are belongs to high maintenance cost.

Table: 4.12
OPINION ABOUT THE GEAR SYSTEM BY THE RESPONDENTS

S. No

OPINION ABOUT THE GEAR SYSTEM

No. of

Percenta

EXCELLENT

respondents
27

ge
27%

GOOD

55

55%

MODERATE

18

18%

POOR

0%

BAD

0%

TOTAL

100

100%

Chart-4.12
OPINION ABOUT THE GEAR SYSTEM BY THE RESPONDENTS

18%

27%

EXCELLENT
GOOD
MODERATE

55%

POOR
BAD

Inference:
The above table shows that the opinion about the gear system of 55%
respondents belongs to good and 27% respondents are belong to excellent.

Table: 4.13
REASON FOR PURCHASE PARTICULAR MODEL BY THE RESPONDENTS

S. No

REASON FOR PURCHASE

No. Of

Percentage

PARTICULAR MODEL
COMFORT

respondents
27

27%

STYLE

42

42%

MILEAGE

19

19%

ENGINE

10

10%

OTHERS

2%

TOTAL

100

100%

Chart-4.13
REASON FOR PURCHASE PARTICULAR MODEL BY THE RESPONDENTS

42%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

27%
19%
10%
2%

COMFORT

STYLE

MILEAGE

ENGINE

OTHERS

Inference:
The above table shows that the opinion for purchase of particular model of
42% of respondents belongs to style and 27% respondents are belongs to
comfort.

Table: 4.14
OPINION ABOUT VEHICLE COST BY THE RESPNDENTS

S. No

OPINION ABOUT VEHICLE COST

No. of

Percentage

HIGH

respondents
63

63%

MODERATE

27

27%

LOW

10

10%

TOTAL

100

100%

Chart-4.14
OPINION ABOUT VEHICLE COST BY THE RESPONDENTS

70%
60%

63%

50%
40%
30%

27%

20%
10%
0%
HIGH

10%
MODERATE

LOW

Inference:
The above table shows that the opinion level of the vehicle cost of 63%
respondents belongs to high, 27% respondents are belongs to moderate and
remaining 10% are belongs to low vehicle cost.

Table: 4.15
OPINION OF RESPONDENTS FOR WARRANTY PERIOD

S. No

OPINION OF RESPONDENTS FOR

No. of

Percenta

WARRANTY PERIOD

respondent

ge

YES

s
100

100%

NO

0%

TOTAL

100

100%

Chart-4.15
OPINION OF RESPONDENTS FOR WARRANTY PERIOD

100%
90%
80%
70%
60%

100%

50%
40%
30%
20%
10%

0%

0%
YES

NO

Inference:
The above table shows that the warranty period of the vehicle. All
respondents have 100% warranty period.

Table: 4.16
SATISFACTION LEVEL AFTER SALES SERVICE

S. No

SATISFACTION LEVEL IN SALES SERVICE

No. of

Percenta

respondent

ge

HIGHLY SATISFIED

s
33

33%

SATISFIED

60

60%

NEUTRAL

6%

DIS-SATISFIED

1%

HIGHLY DIS-SATISFIED

0%

TOTAL

Chart-4.16
SATISFACTION LEVEL AFTER SALES SERVICE

1%
SA
TI
SF
IE
D

0%

H
IG
H
LY

D
IS
-

D
IS
-

SA
TI
SF
IE
D

EU

TR
AL

6%

SA
TI
SF
IE
D

60%

H
IG
H
LY

SA
TI
SF
IE
D

70%
60%
50%
40% 33%
30%
20%
10%
0%

Inference:
The above table shows that the satisfaction level after sales service60%
respondents are belongs to satisfied and 33% of respondents are belongs to
highly satisfied.

Table: 4.17

PROBLEM IN VEHICLE WHILE USING BY THE RESPONDENTS

S. No

PROBLEM IN VEHICLE WHILE

No. of

Percentage

1
2
3
4
5

USING
PICKUP
STARTING
MILEAGE
ENGINE PROBLEM
OTHERS
TOTAL

respondents
6
3
54
0
37
100

6%
3%
54%
0%
37%
100%

Chart-4.17
PROBLEM IN VEHICLE WHILE USING BY THE RESPONDENTS

6% 3%
37%

PICKUP
STARTING
MILEAGE
ENGINE PROBLEM

54%

OTHERS

Inference:
The above table shows that the problems in vehicle while using of 54%
respondents are belongs to mileage, and 37% of respondents are belongs to
others.

Table: 4.18
OPINION TO CHANGE THE BRAND BY THE RESPONDENTS

S. No

OPINION TO CHANGE THE BRAND

No. of respondents

Percenta

YES

28

ge
28%

NO

72

72%

TOTAL

100

100%

Chart-4.18
OPINION TO CHANGE THE BRAND BY THE RESPONDENTS

72%

NO

28%

YES

0%

10%

20%

30%

40%

50%

60%

70%

80%

Inference:
The above table shows that the opinion to change the brand. 72% are
belongs to not change their brand and remaining 28% respondents belongs to
change the bike.

Table: 4.19

RESPONDENT SATISFACTION LEVEL WITH SKY MOTORS

S. No

SATISFACTION LEVEL IN SKY MOTORS

No. of

Percenta

HIGHLY SATISFIED

respondents
1

ge
1%

SATISFIED

40

40%

NEUTRAL

29

29%

DIS- SATISFIED

23

23%

HIGHLY DIS- SATISFIED

7%

TOTAL

100

100%

Chart-4.19
RESPONDENT SATISFACTION LEVEL WITH SKY MOTORS

7% 1%
23%

40%

HIGHLY SATISFIED

SATISFIED

NEUTRAL

DIS- SATISFIED

HIGHLY DISSATISFIED
29%

Inference:
The above table shows that satisfaction level in SreeKanna Yamaha Motors
by 40% of respondents are belongs to satisfied and 29% of respondents belong
to neutral.

TABLE: 4.20

OPINION OF THE RESPONDENTS RECOMMENDATION TO OTHERS

S. No

OPINION OF THE RESPONDENTS

No. Of respondents

Percenta

RECOMMENDATION TO OTHERS
YES

74

ge
74%

NO

26

26%

TOTAL

100

100%

Chart: 4.20
OPINION OF THE RESPONDENTS RECOMMENDATION TO OTHERS

26%
YES
NO
74%

Inference:
The above table shows that the opinions of the respondents are
recommended to others. 74% of respondents are belongs to recommend to
others and remaining 26% of respondents are not recommend to others.

Table: 4.21
OPINION OF THE RESPONDENTS ARE NOT RECOMMEND TO OTHERS

S. No

OPINION OF THE RESPONDENTS ARE NOT

No. Of

Percenta

RECOMMEND TO OTHERS

respondents

ge

Outside from the city

58

58%

No proper response from service

29

29%

Delay in sales service.

13

13%

TOTAL

100

100%

Chart: 4.21
OPINION OF THE RESPONDENTS ARE NOT RECOMMEND TO OTHERS

Outside from the city

29%

No proper response
from service
58%

Delay in sales
service.

Inference:
The above table shows that the opinions of 58% respondents are belongs
to outside from the city, 29% of respondents are belongs to no proper response
from service and remaining13% of respondents are belongs to delay in sales
service.

Table: 4.22
OPINION OF THE OVERALL PERFORMANCE OF YAMAHA BIKES BY THE

RESPONDENTS

S. No

OVERALL PERFORMANCE OF YAMAHA BIKES

No. Of

Percenta

respondent

ge
45%

Highly satisfied

s
45

Satisfied

32

32%

Neutral

10

10%

Dis-satisfied

8%

Highly dis-satisfied

5%

TOTAL

100

100%

Chart: 4.22
OPINION OF THE OVERALL PERFORMANCE OF YAMAHA BIKES BY THE
RESPONDENTS
Highly dis-satisfied
Dis-satisfied
Neutral

5%
8%
10%

Satisfied

32%

Highly satisfied

45%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Inference:
The above table shows that the overall performance of Yamaha bikes by
the respondents. 45% of respondentsare belongs to highly satisfied, 32% of
respondents are belongs to satisfied, 10% of respondents are belongs to Neutral,
8% of respondents are Dis-satisfied and remaining 5% are belongs tohighly Dissatisfied.

CHI-SQUARE

Comparison of qualification and using Yamaha at

present by the respondents
Ho There is a significance relationship between qualification
and using Yamaha

bikes by the respondents.

H1 - There is no significance relationship between qualification

and using Yamaha bikes by the respondents.

TABLE 4.23
Qualification of
respondents

Up to

Diploma

Under

Post

12th

graduat

graduate

std.,

Above

TOTAL

Use Yamaha at
present

Oi
0

CRUX

10

19

FZ

12

20

SZ

15

23

YBR

13

OTHERS

20

25

TOTAL

46

50

100

Ei
1*19/100=0.19

(Oi-Ei)
-0.19

(Oi-Ei)2
0.361

(Oi-Ei)2/Ei
1.9

1*20/100=0.20

0.8

0.64

3.2

0
0
0
7
6
8
5
20

1*23/100=0.23
1*13/100=0.13
1*25/100=0.25
46*19/100=8.74
46*20/100=9.2
46*23/100=10.58
46*13/100=5.98
46*25/100=11.5

-0.23
-0.13
-0.25
-1.74
-3.2
-2.58
-0.98
8.5

0.052
0.016
0.062
3.027
10.24
27.878
0.960
72.25

0.226
0.123
0.248
0.346
1.113
2.634
0.160
6.282

10
12
15
8
5
2
1
0

50*19/100=9.5
50*20/100=10
50*23/100=11.5
50*13/100=6.5
50*25/100=12.5
3*19/100=0.57
3*20/100=0.6
3*23/100=0.69

0.5
2
3.5
1.5
-7.5
1.43
0.4
0.69

0.25
4
12.25
2.25
56.25
2.044
0.16
0.476

0.026
0.4
1.065
0.346
4.5
3.585
0.26
0.689

0
0
0
0
0
0
0

3*13/100=0.39
3*25/100=0.75
0*19/100=0
0*20/100=0
0*23/100=0
0*13/100=0
0*25/100=0

0.39
0.75
0
0
0
0
0

0.152
0.562
0
0
0
0
0
Total

0.389
0.749
0
0
0
0
0
28.241

(Oi-Ei) 2
Calculated Value X2

-----------(Ei)

Degree of freedom

= (r i-1) (ci-1)

= (5-1) (5-1)
=4*4
= 16.

Table value at 5% significant

=26.296

Interpretation:

Since Table value is 26.296<Calculated value 28.241 of Chi-Square.

So Alternative hypothesis is rejected. There is a significant relationship between
Qualification and using Yamaha bikes by the respondents.

ANOVA 4.24

Overall
Performance
Of
Yamaha

Highly

Satisfie

Neutr

Dis-

Highly

Satisfi

al

satisfi

dis-

ed

satisfi

ed

ed
Bikes

TOTAL

Income of
The respondents
Below 3000

3001-5000

11

16

35

5001-10000

28

14

54

10001-15000

Above 15001

TOTAL

45

32

10

100

CALCULATION:
Step: 1
Correlation Factor (CF):
C=

T2
N

=1002

25

= 400.

STEP: 2
Total sum of the square (TSS):

TSS = (xij2) C
=(4)2 + (11)2 + (28)2 + (2)2 + (0)2 + (1)2 + (16)2 + (14)2 + (1)2 +
(0)2 + (1)2 + (4)2 + (5)2 + (0)2 + (0)2 + (1)2 + (2)2 + (5)2 +
(0)2 + (0)2 + (1)2 + (2)2 + (2)2 + (0)2 + (0)2

= 1460 400

= 1060.

STEP: 3

Sample sum of square (SSS):

(j i) 2
SSS =

N
= 82/5 + 352/5 + 542/5 + 32/5 + 02/5 400

= 13 + 245 + 583 + 2 + 0 400

= 843 400

= 443.

STEP: 4
Error sum of square:
= 1060 443
= 617.

TABLE 4.25

SOURCES OF

DOF

SS

VARIABLE

MEANS

FRACTION

F 5%

3.589

(4,20)=2.

OF
SQUARE

Between Income and

overall performance
of Yamaha Bikes

5 -1 =4

443

110.75

87

Error of sum

24 4 =

617

30.85

20

TOTAL

25 1

1060

=24

INFERENCE:
Since the Calculated value is 3.589 LESS THAN the Table value 2.87.
So we reject the alternative hypothesis. There is significant relationship between
Overall performance of the Yamaha bikes and income level of the respondents.

CHAPTER -V
Findings, Suggestions
& Conclusions
CHAPTER V
FINDINGS AND SUGGESTIONS
5.1FINDINGS
1. Majority of the 50% respondents are belongs to 36-50 and 46% respondents are
belongs to 21-35 in age group.

2. Major 63% respondents are belongs to married and other 37% of respondents are
belongs to single in marital status.
3. Most of the 34% of respondents are belongs to UG, 32% of respondents are belongs to
Diploma and 26% of respondents are belongs to PG in Qualification of respondents.
4. Maximum of 54% respondents are belongs to 5000 -10000 and 35% of respondents are
belongs to 3000 5001.
5. Majority of the 100% respondents are belongs to Yamaha customers.
6. Most of the 25% of respondents are belongs to using other models in Yamaha, 23% of
the respondents are belongs to using Sz.
7. Maximum 64% of the respondents are belongs to purchase in Loan and remaining 36%
of respondents are belongs to Case mode.
8. Majority of 45% of respondents are getting awareness from their Friends and 39% of
respondents are belongs to getting awareness from the Advertisements.
9. Most of the 80% of respondents are saw advertisements in Television and remaining
10% of respondents are belongs to magazine.
10. Majority parts of 74% respondents owning the Yamaha bikes belong to below 3years,
and 14% of respondents are belong to 4-5 years.
11. Most of the 82% maintenance cost of respondents are belongs to very high, and 14%
are belongs to high maintenance cost.
12. Major part of opinion about the gear system of 55% respondents belongs to good and
27% respondents are belonging to excellent.
13. Maximum part of the opinion for purchase of particular model of 42% of respondents
belongs to style and 27% respondents are belongs to comfort.
14. Most of the opinion level of the vehicle cost of 63% respondents belongs to high, 27%
respondents are belongs to moderate and remaining 10% are belongs to low vehicle
cost.
15. Majority of the warranty period of the vehicle. All respondents have 100% warranty
period.
16. Maximum of the satisfaction level after sales service 60% respondents are belongs to
satisfied and 33% of respondents are belongs to highly satisfied.
17. Most of the problems in vehicle while using of 54% respondents are belongs to
mileage, and 37% of respondents are belongs to others.
18. Major part the opinion to change the brand. 72% are belongs to not change their brand
and remaining 28% respondents belongs to change the bike.
19. Most of the satisfaction level in Sree Kanna Yamaha Motors by 40% of respondents
are belongs to satisfied and 29% of respondents belong to neutral.
20. Maximum of the opinions of the respondents are recommended to others. 74% of
respondents are belongs to recommend to others and remaining 26% of respondents
are not recommend to others.

21. Most part of the opinions to recommend to others 58% respondents are belongs to
outside from the city, 29% of respondents are belongs to no proper response from
service.
22. Majority of the overall performance of Yamaha bikes by the respondents. 45% of

respondents are belongs to highly satisfied, 32% of respondents are belongs to

satisfied.

5.2SUGGESTIONS:

The Show Room should improve the service more will help to increase the sales and
customer preferences and also increase the goodwill among the customers.
Extentthe guarantee period of the vehicle will help to increase more customer
satisfaction which will bring more sales.
Advertisement is also an important factor of sales and it develops good attitude and
customer preference about the show room the minds of the customers, so give more
attention to advertisement also will help lot to the show room.
The show room should improve after the sales service more, it will help to increase
the sales and profit of the show room.

CHAPTER-V

5.3CONCLUSION
The study was carried out through authorized dealers for YAMAHA range of
vehicles, being a qualitative factor. The level of satisfaction pertaining to it may
vary from time to time in the mines of the customer. Therefore the researcher
understood the level of customer satisfaction pertaining to sales and service
Operation of YAMAHA BIKES.

The researcher concentrated on factor like point of purchase. Quality of

service, service, charge, delivery and handling of complaints etc., the
researchers findings where that the quality of service operations and level of

preference of the customer were good expect for the few minor flows here and
there for which the researcher has given suggestion / improvement.

This study would help the leaders in know about their efficiency and try to
improve their customer service which would lead to the high share in this highly
Competed. This research study would be help to the future researcher in a very
useful way.

The study will be helpful is understood the need and wants of the
customer. It helps the organization to implement new manacling strategies and
find out market condition and help in increasing the sales.

Bi
bliography
BIBLIOGRAPHY

Webster, Fredrick F, Marketing for manager, 1974

Philip Kotler , Marketing management. Analysis Planning and Control prentice hall ,
1976
Kothari C.R, Research Metodology, New age international private ltd, 2th edition
2004

WEB SITE:

www. google. com

Appendix
APPENDIX
A STUDY ON YAMAHA BIKES CUSTOMER PREFERENCE
WITH SPSECIAL REFERS TO SREE KANNA YAMAHA
MOTORS IN DINDIGUL.

QUESTIONNAIRE
1. Name
2. Age
a) >20
b) 21-35
c) 36-50
3. Marital status
a) Single
b) Married
4. Qualification
a) Up to 12 std b) Diploma c) UG
5. Income

d) 51-65

e) <66

d) PG

e) Above

a) >3000
b) 3001-5000 c) 5001-10000 d) 10001-15000 e) <15001
6. Do you have Yamaha bike?
a) Yes
b) No
7. Which bike you are having at present?
a) Crux
b) Fz
c) Sz
d) YBR
e) others
8. State the model of purchase?
a) Loan
b) cash
c) installment
d) others
9. How do you come to know about Yamaha bikes?
a) Advertisement b) Word of mouth c) Friends
d) Relatives e) Others
10. Which you have seen the advertisement of Yamaha?
a) Television b) Newspaper
c) Magazine d) Banners e) others
11. How much youre spending maintenance cost for 3 months?
a) Very high b) High
c) Moderate d) Low
e) Very low
12. How long you owned the vehicle?
a) >3yrs
b) 4-5
c) 6-7
d)8-9
e) Above
13. What is your opinion about the gear system?
a) Excellent b) Good
c) Moderate d) Poor
14. State the reason for purchasing the mode?
a) Comfort b) style
c) mileage d) advertisement
e) others
15. What do you feel about the cost of the vehicle?
a) High
b) Moderate c) Low
16. Did you get warranty period?
a) Yes
b) No
17. Are you satisfied with after sales service?
a) Highly satisfied b) satisfied c) Neutral d) Highly dis-satisfied e) Dissatisfied
18. What problem you come across while using the vehicle?
a) Pickup
b) starting
c) mileage d) engine problem e) others
19. Do you have any idea to change the vehicle?
a) Yes
b) No
20. If yes, mention the brand?
-----------------------------21. Are you satisfied the service rendered by SKY motors?
a) Highly satisfied b) satisfied c) Neutral d) Highly dis-satisfied e) Dissatisfied
22. Will you recommend to others in Sree Kanna Yamaha Bikes?
a) Yes
b) No
23. If no? Because of..
a) Outside from the city b) No proper response from service

c) Delay

in sales service.
24. How do you feel about the overall performance of this vehicle?
a) Highly satisfied b) satisfied c) Neutral d) Highly dis-satisfied e) Dissatisfied

THANKYOU FOR YOUR KIND CO-OPERATIONS