FZ Bike

SVERIS COLLEGE OF ENGG,.
MBA DEPT SOLAPUR UNIVERSITY,SOLAPUR
1.1 INTRODUCTION OF STUDY
Marketing is the process that identifies, anticipates and satisfies consumer

requirement profitability. The right product in the right time and at the right price.
Marketing is a social and managerial process by which individually groups obtain what
they need and wants through creating offering and exchanging products value with
others.“Consumer satisfaction is a process feeling of pleasure or disappointment
resulting from comparing a product perceived preformed in relation to his or her
expectation.”
This entire destination makes clear that, satisfaction is function of perceived

performance which exceeds the consumer more into highly satisfied or delighted. Many
companies aim for the satisfaction because consumers who are just satisfied still find
easy to switch when a better one comes along. Those who are highly satisfied the result
is high consumer loyalty.
Their expectation influenced by their past buying experience, friends and associates
advice and market competition information and promises. Consumer satisfaction is both
a goal and marketing tool.The study is carried to understand the consumer satisfaction
of Yamaha motors users. Hence, the title of My Project is“A study on consumer
satisfaction of FZModel with special reference to Shree motors Yamaha,
Pandharpur.”
From the beginning of the “consumer service revolution” almost 20 years ago, a
body of business research has focused on consumer satisfaction and consumer-focused
organizations. Business consultants, corporations and others have worked to identify the
characteristics of organizations that consistently please their consumers, to develop
tools for monitoring consumer satisfaction, and to build continuous, quality
improvement systems that respond to consumer feedback. Although much of the
research has been conducted by and for the corporate world, consumer service and
satisfaction is not limited to the private sector. Publicly funded organizations that are
incorporating practices developed in the business world provide a growing body of
Page 1 MBA Program(2018-2019)

SVERIS COLLEGE OF ENGG,.MBA DEPT SOLAPUR UNIVERSITY,SOLAPUR
experience and study. Increasingly, federal, state and local government agencies are
attempting to gauge their performance and the effect on those they directly serve.
Throughout the public sector, initiatives to “reinvent” government including education
reform, privatization, and managed care have elevated consumer service and satisfaction
to new priorities. Within the European Union, a shift is underway to re-think and reform
social services with social inclusion and “user involvement” as driving forces in quality
improvement.
Today’s companies are facing their toughest competition ever. These companies
can outdo their competition if they can move from product and sales philosophy to a
marketing philosophy. We spell out in detail how companies can go about winning
consumers and outperforming competitors. The answer lies in doing a better job of
meeting and satisfying consumer’s needs. Only consumer-centred companies are adept
at building consumers, not just building product. They are skilled in market engineering,
not just product engineering. Too many companies think that it is the marketing/sales
department’s job to procure consumers. If that department cannot, the company draws
the conclusion that its marketing people aren’t very good. But in fact, marketing is only
one factor in attracting and keeping consumers. The best marketing department in the
world cannot spell products that are poorly made or fail to meet anyone’s need.
The marketing department can be effective only in companies whose various

departments and employees have designed and implemented a competitively superior
consumer value-delivery system. Although the consumer oriented firms seek to create
high consumer satisfaction, its main goal is to maximize consumer satisfaction, first the
company can increase consumer satisfaction by lowering its prices, but results may be
lower profits second the company might be able to increase prices. Third the company
has many stakeholders including employees, dealers, suppliers and stock holders
spending more to increase consumer satisfaction might divert funds from increasing the
satisfaction of other partner. Estimate the company must operate on the philosophy that
it is trying to deliver a high level of satisfaction to the other stake-holder within the
constraints of its resources.

From the past studies of last three decades we observed that the company’s first
task is to create and satisfy consumers. But today’s consumers face a vast array of
product and brand choice prices and suppliers. It is generally believed that consumers
estimate which offer will deliver the most value consumers are like value maximizes,
within the bounds of search costs and limited knowledge, mobility income, they form an
expectation of value and act on it, whether or not the offer lives up to the value
expectations affects consumer’s satisfaction and their repurchase probability. For the
consumer cantered organization, consumer satisfaction is both a goal and a marketing
tool. And it definite value added benefit. Whether the buyer is satisfied after purchase
decade on the offers performance in relation to the buyer expectation.
Consumer satisfaction cannot be very difficult. After all you either satisfied with
the services you receive or you are not. If you don’t you are not. If it is that easy, then
obtaining people's opinion about how satisfied they are with relatively straight forward
matter- or is it. Satisfied consumer within the private sector as “one who receives
significant added value” to his/her bottom line a definition that may apply just as well to
public services. Consumer satisfaction differs depending on the situation and the
product or service. A consumer may be satisfied with a product or service, an
experience, a purchase decision, a salesperson, store, service provider, or an attribute or
any of these. Some researchers completely avoid “satisfaction” as a measurement
objective because it is “too fuzzy an idea to serve as a meaningful benchmark.” Instead,
they focus on the consumer’s entire experience with an organization or service contact
and the detailed assessment of that experience.
Consumer Satisfaction:
Improving Quality and Access to Services and Supports in Vulnerable

Neighbourhoods helped the Centre identify effective approaches used by market-driven
organizations to monitor and improve consumer satisfaction. Further study examined
strategies for applying consumer-driven quality improvement strategies to public
services, including European approaches and experiences with user involvement and
consumer

satisfaction in social services. This paper provides a brief synthesis of this formative
research. Although it draws primarily from the business world’s prolific study of
market-driven organizations, it also provides public sector examples and experiences.
Building on its longstanding work to improve the quality of services that affect public
well-being, the Centre for the Study of Social Policy has developed a Consumer
Satisfaction Initiative. The Initiative tests whether successful consumer models used by
market industries to ensure consumer service and satisfaction can be applied effectively
to improve the quality of services in targeted low-income neighbourhoods. Goals of the
initiative are to: Improve the responsiveness and effectiveness of service providers in
target areas; Link regular consumer feedback to quality service improvement plans;
Change the power balance for consumers in poor and vulnerable neighbourhoods and
the organizations, agencies and workers that serve them; and Promote a consumer base
that is more informed and ready to take action in their neighbourhoods and
communities. In 2004, the Centre commissioned a survey of consumer satisfaction
research and reports to inform its development of the Consumer Satisfaction Initiative
Key components of consumer-focused organizations, including:

Consumer-oriented vision that is clearly defined and communicated; Consumer-oriented
culture that embeds consumer satisfaction throughout organizational practices; Focus on
the total consumer experience; and Consumer service standards and accountability.
Consumer Satisfaction
Depends on the product’s perceived performance relative to a buyer’s

expectation. If the product performance falls short of expectations, the consumer
dissatisfaction. If the performance matches expectations, the consumer is the satisfied. If
performance exceeds expectation the consumer highly satisfied or delighted.
Outstanding marketing companies go out of their way to keep important consumer
satisfied. Most studies show that higher levels of consumer satisfaction lead to greater
consumer loyalty, which in turn results in better company performance. Smart

companies to delight consumer by promising only what they can deliver, then delivering
more than they promise.
Recent interpretations in the consumer domain now couch satisfaction as a

fulfilment response. Fulfilment implies that a consumption goal is known, as in basic
motives of hunger, thirst, and safety. However, observers of human behaviour
understand that these and other goals can be and frequently are modified and updated in
various ways. Thus, consumer researchers have moved away from the literal meaning of
satisfaction and now pursue this concept as the consumer experiences and describe it.
Satisfaction is the consumer’s fulfilment response. It is a judgment that a product or
service feature, or the product or service itself, provided (or is providing) a pleasurable
level of consumption-related fulfilment, including levels of under- or over-fulfilment.
Here, pleasurable implies that fulfilment gives pleasure or reduces pain, as when a
problem in life is solved. Thus, individuals can be satisfied just to get back to normalcy,
as in the removal of an aversive state (e.g., pain relief). Moreover, fulfilment is not
necessarily limited to the case of met needs. Over-fulfilment can be satisfying if it
provides additional unexpected pleasure and under fulfilment can be satisfying if it
gives greater pleasure than one anticipates in a given situation. Note that it has not been
necessary to provide a separate discussion of dissatisfaction. If the word displeasure is
substituted for pleasure in the satisfaction definition, dissatisfaction results. Thus, the
displeasure of under-fulfilment typically is dissatisfying and, interestingly, over
fulfilment may be dissatisfying if it is unpleasant the case of “too much of a good
thing.”
Related Concepts
A number of related, but important, concepts are frequently used
interchangeably with satisfaction, although closer inspection reveals that they are
actually distinct from satisfaction despite the fact that they may be related to satisfaction
in various Generally, they represent either the affective (liking/pleasure) or cognitive
(thinking/judging) components of product and service experience although some are
hybrids of the two. Within the antecedent categories, moods may play a role in

satisfaction formation. These are positive or negative feelings of a largely non-thinking

nature, although certain events may have preceded their appearance. Quality in contrast,
is a cognitive judgment that summarizes.
The exceptionally good (or bad) elements of the product, especially when
compared to other direct alternatives or offerings (brands). In a similar vein, a value is a
judgment that compares the likely outcomes of purchasing to the inputs forgone. Thus,
value results when consumers compare what is to be received (e.g., performance) to the
acquisition costs (e.g., financial, psychological, effort).Another antecedent concept that
is actually a hybrid affective-cognitive judgment is Attitude. It is a relatively stable
judgment that a product or service has desirable or undesirable properties. The judgment
takes the form of a liking or disliking and is based on many separate evaluations of
product features. Whereas moods can emerge as pure feeling states, attitudes
1.2 OBJECTIVES OF STUDY:
1. To find out the awareness of the consumers towards Yamaha motors FZ Model.
2. To study factors affecting buying behavior of consumer towards Yamaha motors
FZ Model.
3. To Study Consumer Satisfaction of Yamaha FZ Model users in Pandharpur city.
4. To identified Yamaha Brand quality from consumer
1.3 SCOPE AND LIMITATIONS OF THE STUDY:
SCOPE:
1) The tropical scope of the study is related to study on consumer satisfaction towards
Yamaha motors model FZ
2) Geographical scope is related to Pandharpur city only.

3) The analytical scope of study is related to analysing and interpretation of collected

data.
This is collected from market survey.
LIMITATIONS:
1) The study is carried out in Pandharpur city only.
2) The study is restricted to Yamaha Model FZ in two wheeler segment.
3) The duration of study was limited only to 30 days.
4) The personal biases of the respondents might have entered into their response.
1.4 RESEARCH METHODOLOGY:-
RM:
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and
other research techniques, and could include both present and historical information.
1) Primary data:-
Primary data means the data which is freshly gathered for specific purpose.
Primary data is purely authentic, when primary data is wrong that time it is extremely
uncertain for the study. Researcher has collected primary data from respondents by
using Survey through structured questionnaire.
2) Secondary Data:-
Secondary data is the data that already exists which has been collected by some
other person or organization. Secondary data has been taken through,

A) Internet
B) Prospectus of company.
C) Books. (Marketing Management)
3) Data Collection Method:-

Researcher instruments is the tool by which the researcher can do research on
specific problems or objective. The most popular researcher instrument for collection
data is “Questionnaire” for a particular investigation. It is simple for a moiled set of
questions presented to respondents for their answers. Due to this flexibility, it is most
common instrument used to collect the primary data. During the pre- testing of
questionnaire, I seen the reaction of respondents and suggestions required to make
change in research instrument.
The questionnaire contains three types of questions.
o Open-ended question:-
It is helpful in knowing what is uppermost in the mind of the respondents. It gives
complete freedom to the respondent.
o Multiple-choice question:-
In this, the respondent is offered two or more choice.
4) Sampling plan:-
Sampling is a process of obtaining. The information about the entire population
by examine a part of it .The effectiveness of the research depends on the sample size
selected for the survey purpose.
(I) Sample Site:-

The population for the study is Pandharpur city only.

(II) Sample size:-

For the purpose of proper survey, there is need of perfect research instruments
to find out sample size for more accurate result about buying behaviour of bike. The
sample size is 100 respondents.
(III) Sampling Unit:-

It means “Who is to be surveyed”. Here target population is decided and it is
who are interested to purchase “Bike” and sampling frame is developed so that
everyone in the target population has known chance of being sampled. So the survey is
conducted particularly in Pandharpur City.
1.5 SIGNIFICANCE;
This study helps the researcher to understand various factors which is essential
for satisfying consumer. Study also helpful to the researcher for understanding the
practical concept about this consumer satisfaction. These surveys would indicate that in
addition to the technical training and job skill training provided to employees, some
effort aimed at consumer satisfaction and employee attitude is appropriate. Remember
these may not be the people normally thought as "Sales People". For Example Managers
Supervisors, Secretaries, Accounts Payable, Engineers, Accountants, Designers,
Machine Operators, Security, etc. If not helping to cultivate Loyal Consumers are
hurting your consumer retention. 68 Percent of lost consumers are due to one cause,
employee attitude.
In order to know how you are doing in this area there must be some
measurement. Most just take their business elsewhere. Test this on yourself. The next
time you get less than what you consider ideal at a store, business supplier, restaurant,
movie theatre, hotel, or any other business what do you do? Cultivating the consumer
relationship is key in achieving the desired business results.

ORGANIZATION PROFILE
2.1 Introduction of the industry:
The automotive industry is a wide range of companies and organizations

involved in the design, development, manufacturing, marketing, and selling of motor
vehicles, some of them are called automakers. It is one of the world's most important
economic sectors by revenue. The automotive industry does not include industries
dedicated to the maintenance of automobiles following delivery to the enduser, such as
automobile repair shops and motor fuel filling stations.
The term automotive was created from Greek autos (self), and Latin motives(of
motion) to represent any form of self powered vehicle. This term was proposed by SAE
member Elmer Sperry.
The automotive industry began in the 1890s with hundreds of manufacturers that
pioneered the horseless carriage. For many decades, the United States led the world in
total automobile production.
In 1929 before the Great Depression, the world had 32,028,500 automobiles in
use, and the U.S. automobile industry produced over 90% of them. At that time the U.S.
had one car per 4.87 persons. After World War II, the U.S. produced about 75 percent
of world's auto production. In 1980, the U.S. was overtaken by Japan and became
world's leader again in 1994. In 2006, Japan narrowly passed the U.S. in production and
held this rank until 2009, when China took the top spot with 13.8 million units. With
19.3 million units manufactured in 2012, China almost doubled the U.S. production,
with 10.3 million units, while Japan was in third place with 9.9 million units. From
1970 (140 models) over 1998 (260 models) to 2012 (684 models), the number of
automobile models in the U.S. has grown exponentially.
Safety is a state that implies to be protected from any risk, danger, damage or
cause of injury. In the automotive industry, safety means that users, operators or
manufacturers do not face any risk or danger coming from the motor vehicle or its spare
parts. Safety for the automobiles themselves implies that there is no risk of damage.

Safety in the automotive industry is particularly important and therefore highly

regulated.
Automobiles and other motor vehicles have to comply with a certain number of
norms and regulations, whether local or international, in order to be accepted on the
market. The standard ISO 26262 is considered as one of the best practice framework for
achieving automotive functional safety.
In case of safety issues, danger, product defect or faulty procedure during the
manufacturing of the motor vehicle, the maker can request to return either a batch or the
entire production run. This procedure is called product recall. Product recalls happen in
every industry and can be production related or stem from the raw material.
Product and operation tests and inspections at different stages of the value chain are
made to avoid these product recalls by ensuring enduser security and safety and
compliance with the automotive industry requirements. However, the automotive
industry is still particularly Concerned about product recalls, which cause considerable
financial consequences.
Introduction to the Organization:
YAMAHA MOTORS established in 2016, initially a proprietary

Subsequently converted into a private limited company concern was in 2016. Firstly its,
the dealership was only in Solapur district. In 2016 the area of operation was extended
to Solapur district. The company in 2016 spread its wings to cover the territory of
Solapur district. Thus the company now has its presence in Solapur districts for vehicle
sale, spare parts and after sale service.
A Head office of the Yamaha Motors Pvt.Ltd. Located at Precious place Near
KBP chowk. Show room having 5400 sq.ft of area and work shop 2200 & show room
3200.Ample parking with a display of 11vehicles.Having at a time 20 vehicle
Maintenance facility at workshop. Fire-fighting System 100 Percentage Power back-up
Pollution-free Environment. Fully automated Automobile equipment facility. The main
head office in Pandharpur. The Main Directors of the company situates at Akluj city.

Yamaha motors founder Mr. Rajendrasuryavanshi. Then a Yamaha motor was

converted into private ltd. Company. Mr. ShreeOmkarRajendraSuryavanshi is the
director and chairman of the Yamaha motors pvt .ltd. Mr. RajendraSuryavanshi takes a
keen interest in growth of Yamaha motors pvt. Ltd and business.
“The Yamaha Motors Pvt Ltd. Pandharpur” Is one of the companies in the state
level. This is Avery popular organization in state level. This Motors established on 2016
by the authority of Mr. “RajendraSuryavanshi”. This Motor is established for the
development of society and to improve economic condition of the people in the rural
area.
The owner of Yamaha motors ‘Mr. ShreeOmkarSuryavanshi’ helps to the
motivation of employee’s motors development. He gives the modern types of spares in
introduce to the consumers.
He situated complete difference between traditional and modern motors

technique also inspires to start the Yamahas development. He also helps to the
consumer to give loan for this vehicle through bank.
‘Mr. ShreeOmkarSuryavanshi’ said that, if the youth of the district, started

motor’s development then he takes the salary as compared to the ‘Engineers’ , on spares
dealership he takes salary as compare to the one ‘zone’ .Thus for youth it is not just a
job but a business. At the time of established, company’s collection of the vehicle
information. But after the progress, consumer awareness of vehicle performance of the
market also consumer satisfaction increase on Yamaha motors.
2.2 Company profile:-
NAME OF COMPANY:
“SHREE MOTORS YAMAHA PVT LTD, PANDHARPUR”.
ESTABLISHMENT YEAR: 2016
OWNER: RajendraSuryavanshi.
DIRECTOR: ShreeomkarRajendraSuryavanshi.

HEAD OFFICE: SHREE MOTORS YAMAHA PVT LTD, Pandharpur.

TURNOVER: 1.2CRORE.
NO OF EMPLOYEE: 30
BRANCHES:Akluj, Tembhurni, Sangola, Solapur DISTRICT.
History of the organization
“The Yamaha motors pvt Ltd. Pandharpur was established in 2016 under the
Companies act 1956. The Owner of the company Mr. ShreeomkarSuryavanshi. “The
Shree motors Yamaha was located at the (Near KBP College Road) Yamaha motors
was supplied the in vehicle all Over the India. “The Yamaha motors Pvt ltd was
Purchased row material in other states of India &sales the Product’s in other State.
A Head office of the Yamaha Motors Pvt. Ltd. Located at Near KBP College
Road. Show room having 5400 sq ft of area. Ample parking with a display of 11
vehicles. Having at a time 20 vehicle maintenance facility at workshop. Fire-fighting
System 100 Percentage Power back-up Pollution-free environment .Fully automated
Automobile equipment facility. The employee head count of Pandharpur head office.
The Main Directors of the company situates at Akluj city.
Yamaha motors founder Mr. ShreeOmkarSuryavanshi. Then Yamaha motors

was Converted into private Ltd. company. Mr. ShreeOmkarSuryavanshi is the director
and chairman of the Yamaha motors pvt.ltd. Mr. ShreeOmkarSuryavanshi takes a keen
interest in growth of Yamaha motors pvt.ltd& business.
Objectives of the Yamaha motors:-
1) To develop of the rural & urban area.

2) To develop economic condition of workers.
3) To expand organizational area.
4) To establishment of the industry in other area.
5) To availability of employment.
6) To provide good quality product on right time& right place.

7) To increase satisfaction of workers, supplier &consumers.
8) To speedy development of the organization.
9) To introducing good quality of market that increase company goodwill.
10) To inspiration vehicle strategy.
COMPETITORS:-
1) HERO MOTOCORP.
2) HONDA
3) BAJAJ
4) TVS
5) SUZUKI
STAFF:
NAME DESIGNATION
Vikrant Kulkarni Finance manager
AteshKadam Sales Manager
BappuGagree Maintainaces Manager
Rahul Wagale Purchase Manager
Chand Tikote Asst. Sales Manager
Monoj Kale Marketing Manager
SatageGavade Workshop Manager

2.3Organization Chart:
Supervisor
Workers

2.4 DEPARTMENT STUCTURE:
•
Administrative department
•
Account department
•
Marketing department
•
Security department
•
Purchases department
•
Quality control department
•
Civil department
•
Transportation department
•
Store department
•
Production department
•
Maintenance department
•
Electrical department
•
Work shop department

THEORETICAL BACKGROUND
Consumer Definition By Philip Kotler:
Definition: a person who purchases goods or services from another, buyer,

patron.
Meaning:
A party that receives or consumes products (goods or services) and has the
ability to choose between different products and suppliers. See also buyer.
Satisfaction:
Consumerlevel of approval when comparing a product's perceived performance with his

or her expectations. Also could refer to discharge, extinguishment, or retirement of an
obligation to the acceptance of the obligor, or fulfilment of a claim. While satisfaction is
sometimes equated with performance, it implies compensation or substitution whereas
performance denotes doing what was actually promised. See also accord and
satisfaction.
Within organizations, the collection, analysis and dissemination of these data

send a message about the importance of tending to consumers and ensuring that they
have a positive experience with the company’s goods and services. Although sales or
market share can indicate how well a firm is performing currently, satisfaction is
perhaps the best indicator of how likely it is that the firm’s consumers will make further
purchases in the future. Much research has focused on the relationship between
consumer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes. " On a five-point scale,
"individuals who rate their satisfaction level as '5' are likely to become return

consumers and might even evangelize for the firm. A second important related to
satisfaction is willingness to recommend. This is defined as "The percentage of
surveyed consumers who indicate that they would recommend a brand to friends."
When a consumer is satisfied with a product, he or she might recommend it to friends,
relatives and colleagues. This can be a powerful marketing advantage. Individuals who
rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can
hurt the firm by making negative comments about it to prospective consumers.
Willingness to recommend is a key metric relating to consumer satisfaction.
The most basic objective of a consumer satisfaction surveying program is to
generate valid and consistent consumer feedback (i.e. to receive the voice of the
consumer, which can then be used to initiate strategies that will retain consumers and
thus protect the most valuable corporate asset--loyal consumers). As it's determined
what needs to be measured and how the data relate to loyalty and repurchase, it becomes
important to examine the mindset of consumers the instant they are required to make a
pre-purchase (or repurchase) decision or a recommendation decision. Surveying these
decisions leads to measures of consumer loyalty. In general, the consumer's pre-
purchase mind-set will fall into one of three categories--rejection (will avoid purchasing
if at all possible), acceptance (satisfied, but will shop for a better deal), and/or
preference (delighted and may even purchase at a higher price). This highly subjective
system that consumers themselves apply to their decisions is based primarily on input
from two sources: The consumers' own experiences--each time they experience a
product or service, deciding whether that experience is great, neutral or terrible. These
are known as "moments of truth." The experiences of other consumers--each time they
hear something about a company, whether it's great, neutral or terrible. This is known as
"word-of-mouth." There is obviously a strong connection between these two inputs.
3.1 Meaning of Consumer Satisfaction:-
Consumer satisfaction is a subjective, non-quantitative state; measurement won't

be exact and will require sampling and statistical analysis. Consumer satisfaction
measurement must be undertaken with an understanding of the gap between consumer

expectations and attribute performance perceptions. There should be some connection

between consumer satisfaction measurement and bottom-line results.
Consumer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass consumer expectation.
Consumer satisfaction is defined as "the number of consumers, or percentage of total
consumers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals. “It is seen as a key performance indicator within
business and is often part of a BalancedScorecard. In a competitive marketplace where
businesses compete for consumers, consumer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy. In researching
satisfaction, firms generally ask consumers whether their product or service has met or
exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
consumers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying.
“Satisfaction" itself can refer to a number of different facts of the relationship with a
consumer. For example, it can refer to any or all of the following:
Satisfaction with the quality of a particular product or service Satisfaction with an

ongoing business relationship Satisfaction with the price-performance ratio of a product
or service Satisfaction because a product/service met or exceeded the consumer's
expectations
Definition of consumer satisfaction:-
“Consumer satisfaction, a business term is a measure of how products and services

supplied by a company meet or surpass consumer expectation.”
“Consumer satisfaction is "the degree to which consumer expectations of a

product or service are met or exceeded." Each person has their own set of expectations,
so consumer satisfaction is unique to the individual”.

Kotler (2000) defined satisfaction as:

“A person’s feelings of pleasure or disappointment resulting from comparing a
Product’s perceived performance (or outcome) in relation to his or her expectations”.
Hoyer and McInnis (2001) said that

“Satisfaction can be associated with feelings of acceptance, happiness, relief,
excitement, and delight. There are many factors that affect consumer satisfaction.”
"Consumer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty."
"Consumer satisfaction data are among the most frequently collected indicators
of market perceptions. Their principal use is twofold:"
“Consumer satisfaction, a business term is a measure of how products

and services supplied by a company meet or surpass consumer expectation.”
“Consumer satisfaction is "the degree to which consumer expectations of a
product or service are met or exceeded." Each person has their own set of expectations,
so consumer satisfaction is unique to the individual”.
CONSUMER VALUE
Consumer delivered value is the difference between the total consumer value and
total consumer cost. Consumer value is the bundle of benefits consumers expect from a
given product or service.
Total consumer cost it the bundle of costs consumer expect to incur in evaluating,
obtaining and using the product. That two consumers can report being “highly satisfied”
for different reasons. One may be easily satisfied most of the time and other might be
hard to please but was pleased on this occasion. Companies should also note that

managers and salespeople can manipulate their ratings on consumer satisfaction. They
can be especially nice just before the survey. They can also try to exclude unhappy
consumers from the survey. Another danger is that if consumers will know that the
company will go out of its way to please consumers, some consumers may express high
dissatisfaction (even if satisfied) in order to receive more concession.
DELIVERING CONSUMER VALUE AND SATISFACTION
The value chain is a tool for identifying ways to create more consumer value.
Every firm is a collection of activities that are performed to design, produce, and
market, deliver and support its product. The value chain identifies nine strategically
relevant activities that create value and cost in a specific business. These nine value-
creating activities consist of five primary activities and four support activities.
How to Manage Consumer Satisfaction Marketing-
Consumer satisfaction marketing involves measuring consumers' opinions and

experiences through a variety of means, such as direct-mailing programs and even
emails marketing. Companies of all sizes use this information to improve consumer
service levels and make changes based upon what consumers want. Consumer
satisfaction marketing research is vital to the life of a company.
• Write down goals for your consumer satisfaction marketing.

• Develop consumer satisfaction surveys that target each consumer group and
include relevant questions.
• Set up or outsource to a small-to-medium-sized call centre consumer satisfaction

work. Have your call centre agents make outbound calls to existing consumers
and ask questions based on the satisfaction surveys you created. Set up or
outsource to a small-to-medium-sized call centre consumer satisfaction work.
Have your call centre agents make outbound calls to existing consumers and ask
questions based on the satisfaction surveys you created.

• Create a direct-mailing program so you can mail paper surveys to consumers.

Make sure the survey is anonymous and does not require the consumer to include
his name, telephone number or address unless he wants to be contacted.
• Monitor your consumer satisfaction surveys on a monthly basis. Review the
aspects of your businessthat both have and have not made improvements.
Maintain your consumer satisfaction marketing programs so you can continually
collect data and measure company performance.
Measuring consumer satisfaction
Organizations need to retain existing consumers while targeting non-consumers.

Measuring consumer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Organizations need to retain existing consumers while targeting non-consumers.

Measuring consumer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Consumer 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 behaviours
such as return and recommend rate. The level of satisfaction can also vary depending on
other options the consumer may have and other products against which the consumer
can compare the organization's products.
The usual measures of consumer satisfaction involve a survey with a set of

statements using a Likert Technique or scale. The consumer is asked to evaluate each
statement and in term of their perception and expectation of performance of the
organization being measured.
Their satisfaction is generally measured on a five-point scale.

3.3 IMPORTANCE OF CONSUMER SATISFACTION:-
The importance of consumer satisfaction is apparent when you realize that,

without consumers, you don't have a business. A single unsatisfied consumer can send
more business away from your company than 10 satisfied consumers. The more you
focus on consumer retention and consumer support, the more long-term business you'll
get. Satisfied consumers will make a great foundation for return business, and they may
also bring in their friends and associates. Remember that consumers are the heart of any
business. Keep them satisfied, and encourage them to tell their friends about their
experiences with your business.
The concept “consumer is the king” has much significance in marketing a
product. The product has to be ultimately accepted by him. Hence, a product should
have some marketing characteristics, which a consumer should accept.
To be successful, organizations must look into the needs and wants of their
consumers.
That is the reason why many researchers and academicians have continuously
emphasized on the importance of consumer satisfaction, loyalty and retention.
Consumer satisfaction is important because many researchers have shown that
consumer satisfaction has a positive effect on an organization’s profitability. Due to
this, the consequences of consumer satisfaction and dissatisfaction must be considered.
There is also a positive connection between consumer satisfaction, loyalty and retention.
Therefore, consumer satisfaction, loyalty and retention are all very important for
an organization to be successful Keywords: Consumer satisfaction, consumer loyalty,
consumer retention.
The importance of consumers has been highlighted by many researchers and

academicians. Zairi (2000) said “Consumers are the purpose of what we do and rather
than them depending on us, we very much depend on them. The consumer is not the
source of a problem, we shouldn’t perhaps make a wish that consumers ‘should go
away’ because our future and our security will be put in jeopardy”. That is the main

reason why organizations today are focusing on consumer satisfaction, loyalty and
retention.
Consumer Satisfaction:
Improving Quality and Access to Services and Supports in Vulnerable
Neighbourhoods it was the consensus of the groups that lack of information often leads
to low expectations. They further agreed that the process of obtaining a service and the
way it is delivered can have a major impact on the users’ experience. The qualities of
relationships and staff were central to positive outcomes. Because consumer satisfaction
is a highly variable assessment that every individual makes based on his/her own
information, expectations, direct contact and interaction, and impact, it makes sense to
involve and consult consumers when designing consumer satisfaction approaches.
Business researchers Benjamin Schneider and David Bowen assert that “service
organizations must meet three key consumer needs to deliver service excellence:”
security, esteem, and justice. Research identifies an array of service quality factors that
are important for consumers, including:
Timeliness and Convenience, Personal attention, Reliability and dependability,
Employee competence and Professionalism, Empathy, Responsiveness, Assurance,
Availability, and Tangibles such as physical facilities and equipment and the
appearance of the personnel.
Research shows that these characteristics also apply to citizen satisfaction with
public service quality. Timely service is an especially strong determinant of quality
across different types of public services. Fairness and outcomes are additional factors
important to public service consumers. Public sector quality improvement initiatives are
on the rise worldwide as contracting and private service provision has become more
common.
At the same time, European researcher Dr. Jane Pillinger notes that consumer demand
for more transparent, equitable, and consumer-oriented services has produced a quality
gap: a gulf in perceptions of quality and the impact of services on the end user. She calls
for rethinking quality initiatives to interlink quality improvement with user involvement
and participation and with social equality and inclusion. The experiences of successful

businesses both support this perspective and offer experiences, tools and lessons for
putting consumers first.
Advantage of Consumer Satisfaction:-
A benefit of creating highly satisfied (delighted) consumers who are loyal to the
organization is that they also spread positive word-of-mouth by, in essence, becoming a
walking, talking advertisement for the firm. If there are many delighted consumers
spreading positive word-of-mouth communication, this then lowers the cost of
promotion to attract new consumers.
The benefits of conducting consumer satisfaction surveys are significant and

their impact can last long after the results are analysed. Consumer satisfaction surveys
can be used to:
• Improve brand perception
• Increase loyalty and retention
• Identify areas that need improvement
• Identify upgrade opportunities
3.4 Factors that Affect Consumer Satisfaction:

Friendly Knowledgeab
Employee le employee
Over All
Helpful Consumer Accuracy of
Employee Satisfaction billing
Billing
Quick
timelines
Service
Competitive
Billing pricing
Clarity
Good value Service

Quality
3.5 Effect of Consumer Satisfaction :
Profitability: Consumer satisfaction does have a positive effect on an

organization’s profitability.
According to Hoyer and McInnis, “Satisfied consumers form the foundation of any
successful business as consumer satisfaction leads to repeat purchase, brand loyalty, and
Positive word of mouth.”

Coldwell: “Growth Strategies International (GSI) performed a statistical analysis of
Consumer Satisfaction data encompassing the findings of over 20,000 consumer
surveys conducted in 40 countries by Info Quest. The conclusion of the study was:
• A Totally Satisfied Consumer contributes 2.6 times as much revenue to a

company as a somewhat satisfied consumer.
• A Totally Satisfied Consumer contributes 17 times as much revenue as a

somewhat dissatisfied Consumer.

• A Totally Dissatisfied Consumer decreases revenue at a rate equal to 1.8 times

what a totally satisfied consumer contributes to a business”.
“There are numerous studies that have looked at the impact of consumer
satisfaction on repeat purchase, loyalty and retention. They all convey a similar message
in that:
• Satisfied consumers are most likely to share their experiences with other people
to the order of perhaps five or six people. Equally well, dissatisfied consumers are more
likely to tell another ten people of their unfortunate experience.
• Furthermore, it is important to realize that many consumers will not complain

and this will differ from one industry sector to another.
• Lastly, if people believe that dealing with consumer satisfaction/complaint is

costly, they need to realize that it costs as much as 25 percent more to recruit new
consumers”.
3.6 How to manage consumer satisfaction
• Consumer education is key to managing consumer expectations.

• Make it easy to complain.
• Understand what consumers want.
• Maintain a one-on-one relationship with consumers.
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a
consumer. If you’re not used to this sort of thing it can be a pretty nerve-wracking
experience. Rest assured, though, it does get easier over time. It’s important to meet
your consumers face to face at least once or even twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with someone
they’ve actually met in person, rather than a voice on the phone or someone typing into
an email or messenger program. When you do meet them, be calm, confident and above

all, take time to ask them what they need. I believe that if a potential client spends over
half the meeting doing the talking, you’re well on your way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for
a response to an email or phone call. It might not always be practical to deal with all
consumers’ queries within the space of a few hours, but at least email or call them back
and let them know you’ve received their message and you’ll contact them about it as
soon as possible. Even if you’re not able to solve a problem right away, let the
consumer know you’re working on it. A good example of this is my Web host. They’ve
had some trouble with server hardware which has caused a fair bit of downtime lately.
At every step along the way I was emailed and told exactly what was going on, why
things were going wrong, and how long it would be before they were working again.
They also apologized repeatedly, which was nice. Now if they server had just gone
down with no explanation I think I’d have been pretty annoyed and may have moved
my business elsewhere. But because they took time to keep me informed, it didn’t seem
so bad, and I at least knew they were doing something about the problems. That to me is
a prime example of consumer service.
Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the phone.
This is very true. It’s very important to be friendly, courteous and to make your clients
feel like you’re their friend and you’re there to help them out. There will be times when
you want to beat your clients over the head repeatedly with a blunt object – it happens
to all of us. It’s vital that you keep a clear head, respond to your clients’ wishes as best
you can, and at all times remain polite and courteous.

3. Have a Clearly-Defined Consumer Service Policy
This may not be too important when you’re just starting out, but a clearly defined
consumer service policy is going to save you a lot of time and effort in the long run. If a
consumer has a problem, what should they do? If the first option doesn’t work, then
what? Should they contact different people for billing and technical enquiries? If they’re
not satisfied with any aspect of your consumer service, who should they tell? There’s
nothing more annoying for a client than being passed from person to person, or not
knowing who to turn to. Making sure they know exactly what to do at each stage of
their enquiry should be of utmost importance. So make sure your consumer service
policy is present on your site — and anywhere else it may be useful.
4. Attention to Detail (also known as ‘The Little Niceties’)
Have you ever received a Happy Birthday email or card from a company you
were a client of? Have you ever had a personalized sign-up confirmation email for a
service that you could tell was typed from scratch? These little niceties can be time
consuming and aren’t always cost effective, but remember to do them. Even if it’s as
small as sending a Happy Holidays email to all your consumers, it’s something. It
shows you care; it shows there are real people on the other end of that screen or
telephone; and most importantly, it makes the consumer feel welcomed, wanted and
valued.
5. Anticipate Your Client’s Needs & Go out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level
of understanding with your clients will do wonders for your working relationship. Take
this as an example: you’re working on the front-end for your client’s exciting new
ecommerce endeavour. You have all the images, originals and files backed up on your
desktop computer and the site is going really well. During a meeting with your client
he/she happens to mention a hard-copy brochure their internal marketing people are
developing. As if by magic, a couple of weeks later a CD-ROM arrives on their

doorstep complete with high resolution versions of all the images you’ve used on the
site. A note accompanies it which reads: "Hi, you mentioned a hard-copy brochure you
were working on and I wanted to provide you with large-scale copies of the graphics
I’ve used on the site. Hopefully you’ll be able to make use of some in your brochure."
Your client is heartily impressed, and remarks to his colleagues and friends how very
helpful and considerate his Web designers are. Meanwhile, in your office, you lay back
in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this
happy consumer will send several referrals your way.
6. Honor Your Promises
It’s possible this is the most important point in this article. The simple message:
when you promise something, deliver. The most common example here is project
delivery dates. Clients don’t like to be disappointed. Sometimes, something may not
get done, or you might miss a deadline through no fault of your own. Projects can be
late, technology can fail and sub-contractors don’t always deliver on time. In this case a
quick apology and assurance it’ll be ready ASAP wouldn’t go amiss.
7. Encourage Consumer Complaints
Best-in-business organizations actively encourage consumer complaints. Some

companies even refer to what they do to encourage complaints as "marketing" their
complaint system. Companies make consumer service cards available at the place of
business. Many solicit feedback wherever they post or publish consumer service
standards, on all correspondence, on bills, and in the telephone directory. Some offer
discount coupons to encourage consumer feedback. Many publish information on how
they can be contacted in more than one language. They publish 1-800 and other
numbers for the company where consumers are most likely to see them, e.g., on the
product packaging. Companies also market their complaint handling systems during
conferences and meetings, in annual reports, newspapers, association circulars, videos,
audio tapes, letters, press releases, speeches, and training sessions and via electronic
mail.

8. Manage Consumer Expectations
Organizations do not wait for complaints to come in the door. To try to anticipate
the needs and problems of consumers and to set realistic expectations through consumer
education and communication strategies. Research shows that 40 percent of complaints
come from consumers having inadequate information about a product or a service.
Using consumer feedback to understand consumer expectations and needs,
organizations educate their consumers and/or the public on what they can expect from
their products and services and what obligations and responsibilities their consumers
have.
9. Keep the Human Touch
One company found that it made a major mistake when it introduced enhanced
information technology. Employees lost eye contact with their consumers. Keep the
human touch--don't let automation get between the front-line employee and the
consumer. Eye-toeye contact may be lost with computers.

DATA ANALYSIS AND INTERPRETATION
Table: 4.1
Age of Respondents.
Sr. No Class of Age No of Percentage

Respondents
1 21-30 55 55
2 30-40 20 20
3 40-50 15 15
4 50-60 10 10
Total 100 100
(Source: Survey)
Figure No. 4.1 Age of Respondents.

Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

Interpretation:
From the above table no 4.1 shows that age of respondents and graph it is
observed that, 55 Percent respondents are from age group of 21-30, 20 Percent
respondents are from age group of 30-40, 15 Percent respondents are from age group of
40-50 and 10 Percent respondents are from age group of 50-60.

Table: 4.2
4.2 Respondent to the occupation.
Sr.No. Table of
Occupation
1 Occupation No of Respondents Percentage
2 Private employees 15 15
3 Govt.employees 10 10
4 Business man 25 25
5 farmer 10 10
6 Student 40 40
Total 100 100
(Source: Survey)
Figure no. 4.2 Respondent to occupation.
Private
employees
15%
Student
40%
Govt.emplo
yees
10%
Business
man
farmer 25%
10%
Interpretation:
It can be revealed from the above table no 4.2 show that respondent to the
occupation 15 Percent respondents are private employees, 10 Percent are govt.
[Type text] Page 35

employees, 25 Percent are business man, 10 Percent respondents are farmer and 40
Percent respondents are students.
Table: 4.3
Q.3 How long you are associated with YAMAHA after buying YAMAHA FZ.
Sr. No. How long associated with YAMAHA

1 Years No of Respondent Percentage
2 0-1 22 22
3 1-2 54 54
4 2-3 10 10
5 3& above 14 14
Total 100 100
(Source: Survey)
Figure no.4.3 Associated with Yamaha after buying Yamaha FZ.
12%
25%
0-1
2-Jan
3-Feb
3& above
63%

Interpretation:
From the above table no 4.3 shows that associated with Yamaha and graph it is
observed that, there are 22 Percent respondents associated YAMAHA after buying
YAMAHA FZ is 0-1, 54 Percent associated YAMAHA after buying YAMAHA FZ is
1-2, 10 Percent associated YAMAHA after buying YAMAHA FZ is 2-3, and 14
Percent associated YAMAHA after buying YAMAHA FZ is 3 & above.
Table: 4.4
Q4 Are you own any bike previously used.
Sr.No Previous bike

1 Name No. of Percentage
Respondents
2 Bajaj 15 15
3 Hero 20 20
4 Honda 24 24
5 No 5 5
6 TVS 6 6
7 Yamaha 30 30
Total 100 100
(Source: Survey) Figure no.4.4 Are you own any bike previously used.

Previous bike
Bajaj Hero Honda No TVS Yamaha
15%
30%
20%
6%
24%
5%
Interpretation:
From the above table no 4.4 shows that previous bike and graph it is observed
that, there are 30 Percent respondents have previously own bike is Yamaha, 15 Percent
have previously own bike is Bajaj, 20 Percent have previously own bike is Hero, 24
Percent have previously own bike is Honda, 6 Percent have previously own bike is
TVS, and 5 Percent have No previously owned bike.

Table: 4.5
Q5. Who is influenced you to buy this vehicle.
Sr.No Influenced you to buy YAMAHA

1 Influence No of Respondents Percentage
2 Own motive 30 30
3 Friends 26 26
4 Advertisement 12 12
5 A person who use 32 32
already
Total 100 100

(Source: Survey) Figure no.4.5 who is influenced you to buy this vehicle.

Influenced to buy YAMAHA

own motive friends Advertisement A person who use already
32% 30%
12%
26%
Interpretation:
From the above table no 4.5 shows that influenced to buy Yamaha and graph it is
observed that there are 32 Percent respondents influenced to buy YAMAHA is a person
who use already, 26 Percent respondent influenced to buy YAMAHA by friends, 12
Percent respondent influenced to buy YAMAHA by advertisement, and 32 Percent
respondent influenced to buy YAMAHA for own motive.
Table: 4.6
Q6.Are you satisfaction about YAMAHA FZ.
Sr.No Attribute H.dissatisfied Dissatisfied Neutral Satisfied H.satisfied

1 Fuel 14 12 16 40 18
efficiency
2 Durability 4 6 8 46 36
3 style 6 2 8 36 48
4 Colour 10 0 6 54 30

5 Design 8 2 8 46 36
6 Suspension 4 6 14 30 46
7 Price 4 6 26 42 22
8 Dri.comfort 4 4 14 36 42
9 Sturdy 2 2 20 26 50
10 Pick up 4 2 8 24 62
(Source: Survey)
Figure no.4.6 Are you satisfaction about Yamaha FZ.
Interpretation:
From the above table no 4.6 shows that satisfaction about Yamaha FZ and graph it is
observed that there are satisfaction about YAMAHAFZ in fuel efficiency, 14 Percent
respondents are H.dissatisfied, 12 Percent Dissatisfied,16 Percent Neutral, 40 Percent
satisfied,18 Percent H.satisfied, in durability 4 Percent H.dissatisfied, 6

Percent Dissatisfied, 8 Percent Neutral, 46 Percent satisfied, 36 Percent H.satisfied, In style

6
Percent H.dissatisfied, 2 Percent Dissatisfied, 8 Percent Neutral, 36 Percent satisfied, 48
Percent H.satisfied, In colour 10 Percent H.dissatisfied, 0 Percent Dissatisfied, 6 Percent
Neutral, 54 Percent satisfied, 30 Percent H.satisfied, In design 8 Percent H.dissatisfied, 2
Percent Dissatisfied, 8 Percent Neutral, 46Percent satisfied, 36 Percent H.satisfied, In
suspension 4 Percent
H.dissatisfied, 6 Percent Dissatisfied , 14 Percent Neutral, 36 Percent satisfied, 46 Percent

H.satisfied, In price 4 Percent H.dissatisfied, 6 Percent Dissatisfied, 26 Percent Neutral, 42
Percent satisfied, 22 Percent H.satisfied, In Dri.comfort 4 Percent H.dissatisfied, 4 Percent
Dissatisfied, 14 Percent Neutral, 36 Percent satisfied, 42 Percent H.satisfied, In sturdy 2
Percent H.dissatisfied, 2 Percent Dissatisfied, 20 Percent Neutral, 26 Percent satisfied, 56
Percent H.satisfied, and In pick up 4 Percent H.dissatisfied, 2 Percent Dissatisfied, 8 Percent
Neutral, 24 Percent satisfied, 62 Percent H.satisfied.

Table: 4.7
Q7.Do you have assurance of services?
Sr.No Assurance of
services
1 Assurance No of Respondents Percentage
2 Yes 76 76
3 No 24 24
Total 100 100
(Source: Survey)
Figure no.4.7 Do you have assurance of services.
Interpretation:
From the above table no 4.7 shows that assurance of services and graph it is
observed that, 76 Percent respondents felt that the services assured to our vehicle during
purchase time are fulfilled after buying, and 24 Percent felt that the services assured to
our vehicle during purchase time are not fulfilled after bought.

Table: 4.8
Q 8.Which attributes like most in FZ bike.
Sr.No Attributes No of Percentage

Respondents
1 Fuel efficiency 12 12
2 Suspension 30 30
3 Driving comfort 22 22
4 Sturdy 14 14
5 Resale value 4 4
6 Pick up 18 18
Total 100 100
(Source: Survey)
Figure no.4.8 which attributes like most in FZ bike.

Interpretation:
From the above table no 4.8 shows that attributes and graph it is observed that
there are following attributes are like most in FZ bike are 12 Percent respondents opined
fuel efficiency, 30 percent said suspension, 22 Percent driving comfort, 14 Percent
sturdiness , 4 percent said resale value, and 18 percent opined pick up was the most
liked attribute.

Table: 4.9
Q9.Which facility provide by Shree Motors YAMAHA.
Sr. No Facility Yes No

1 Warrantee 55 45
2 Yamaha finance 45 55
Total 100 100
(Source: Survey)
Figure no.4.9 which facility provide by Shree motors Yamaha.
60
50
40
30 Warrantee
Yamaha finance
20
10
0
Yes No
Interpretation:
From the above table no 4.9 shows that facility provide by shree motors Yamaha
and graph it is observed that there are 55 Percent respondent say yes and 45 Percent
respondent say no for providing facility of warrantee, 45 Percent respondent say yes and
55 Percent respondent say no providing facility of YAMAHA finance by Shree Motors
YAMAHA.

Table: 4.10
Q11.How are overall opinions about YAMAHA FZ.
Sr. No Opinion No of Percentage

Respondents
1 Very bad 2 2
2 Bad 4 4
3 Neither bad nor 16 16
good
4 Good 52 52
5 Very good 26 26
Total 100 100
(Source: Survey) Figure no. 4.10 How are overall opinion about Yamaha FZ.
Opinion about FZ
Very bad Bad Neither bad nor good Good very good
2% 4%
26% 16%
52%
Interpretation:
From the above table no 4.10 shows that opinion about FZ and graph it is
observed that there are overall opinions about
YAMAHA FZ, 2 Percent respondent opined very bad, 4 Percent respondent opined bad,
16 Percent respondent opined both neither bad nor good, 52 Percent respondent said
good, and 26 Percent respondent said very good.

Table: 4.11 Would you like YAMAHA FZ.
Sr.No Recommend No of Percentage

Respondents
1 Very unlikely 4 4
2 Unlikely 4 4
3 Neither unlikely 16 16
nor
likely
4 Likely 54 54
5 Very likely 22 22
Total 100 100
(Source: Survey)
Figure no. 4.11 Would you like Yamaha FZ.
Percentage
4 4
22
Very unlikely
16
Unlikely
Neither unlikely nor
likely
Likely
54
Interpretation:
From the above table no 4.11 shows that percentage and graph it is observed that
there are 4 Percent respondent recommend the YAMAHA FZ is very unlikely, 4
Percent respondent recommend the YAMAHA FZ is unlikely, 16 Percent respondent
recommend the YAMAHA FZ is neither unlikely nor likely, 54 Percent respondent
recommend the YAMAHA FZ is likely, and 22 Percent respondent.

Table: 4.12
Q12.How feel about the after sales services offered at YAMAHA FZ
Sr. No Feel after sales services offered

1 Opinion No of Respondents percentage
2 Highly dissatisfied 4 4
3 Dissatisfied 8 8
4 Neither satisfied nor 16 16
dissatisfied
5 Satisfied 44 44
6 Highly satisfied 28 28
Total 100 100
(Source: Survey)
Figure no.4.12 How feel about the after sales service offered at Yamaha FZ.
No of Respondents
Highly dissatisfied
4
8
28 Dissatisfied
16
Neither satisfied nor
dissatisfied
Satisfied
Highly satisfied
44
Interpretation:
From the above table no 4.12 shows that NO of respondents and graph it is
observed that there are 4 Percent respondent are H. dissatisfied, 8 percent respondent

are dissatisfied, 16 percent respondent are neither satisfied nor dissatisfied, 44 Percent
respondent are satisfied, and 28 Percent respondent are highly satisfied about feel after
sales services offered at YAMAHA FZ.

SVERIS COLLEGE OF ENGG,MBA DEPT SOLAPUR UNIVERSITY,SOLAPUR.
Table: 4.13
Q13.Is there available in paid up services at YAMAHA.
Sr. No Available any No of Percentage

paid up services Respondents
1 Yes 78 78
2 No 22 22
Total 100 100
(Source: Survey)
Figure no.4.13 Is there available in paid up services at Yamaha.
Available any paid up service
No
22%
Yes
78%
Interpretation:
From the above table no 4.13 shows that available any paid up service and graph it is observed that
78 Percent respondent say yes available any paid service for YAMAHA FZ at Shree Motors
YAMAHA and 22 percent respondent say no available any paid up service for YAMAHA FZ at
Shree Motors YAMAHA.
SVERI’s COLLEGE OF ENGINEERING, PANDHARPUR, MBA (2017-2018) Page 51

Table: 4.14
Q.14 Have you experienced any major problem with FZ bike.
Sr.No Experience No of Percentage

Respondents
1 Yes 38 38
2 No 62 62
Total 100 100
(Source: Survey) Figure no.4.14 Have you experienced any major problem with FZ bike
Experience any major problem

Yes No
38%
62%
Interpretation:
From the above table no 4.14 shows that experience any major problem and graph it is
observed that there are 62 percent respondent say yes experienced any major problems in FZ
bike and 38 percent respondent say no experienced any major problems in FZ bike. Major
respondent experienced any problem.

Table: 4.15
Q.15 Are you satisfied with information given performance of FZ bike.
Sr.No Satisfied No of Percentage

Respondents
1 Yes 80 80
2 No 20 20
Total 100 100
(Source: Survey)
Figure no.4.15 Are you satisfied with information given performance of FZ bike.
Satisfied with information

Yes No
20%
80%
Interpretation:
From the above table no 4.15 shows that satisfied with information and graph it is
observed that there are 80 Percent respondent satisfied with information given and
performance of the FZ bike and 20 Percent respondent not satisfied with information
given and performance of the FZ bike. There are majorly satisfied with information.

FINDINGS
1. It is found that the majority (55 percent) of respondents for Yamaha Motors belonged to
the age group was 21-30 years. (Table no.4.1)
2. Nearly 40 Percent respondents were student by occupation. (Table no.4.2)

3. About 54 Percent respondents using the vehicle since last 1-2 years. (Table No.4.3)
4. Only 30 percent respondents had previously owned Yamaha bike. (Table no.4.4)
5. Already bike user (32 Percent) influencing the purchase of Yamaha bike. (Table no.4.5)
6. About 40 Percent consumers are satisfied with Yamaha FZ. (Table no.4.6)
7. Majority of (76 Percent) respondents are assuring about Yamaha FZ and 24 Percent
consumer are no assure about Yamaha FZ.(Table no.4.7)
8. About 30 Percent respondents liked the suspension of Yamaha FZ bike. (Table no.4.8)
9. Nearly half of the respondents (55 percent) opined that Shree motors Yamaha providing
facility of warranty and 45 percent for providing finance. (Table no.4.9)
10. More than 52 Percent respondents opined good about Yamaha FZ. (Table no.4.10)
11. About 54 Percent respondents liked the Yamaha FZ. (Table no.4.11)
12. Nearly 44 Percent respondents are satisfied about sale service. (Table no.4.12)
13. Majority of (78 Percent) respondents said that Yamaha FZ is providing paid up service.
(Table no.4.13)
14. Majority of (62 Percent) respondents said that there are no any major problems in
Yamaha FZ. (Table no.4.14)
15. Majority of (80 Percent) respondents are satisfied about information of Yamaha FZ.
(Table no.4.15)

CONCLUSION
It is concluded that project report was studied on the topic of “A study on

consumer satisfaction of FZ model” with special reference to Shree motors Yamaha
Pandharpur. The researcher concludes from the survey that Yamaha FZ bikes are well
known for their designs and performance and the satisfaction is high towards all other
factors except mileage. Youth is the target for Yamaha, if Yamaha satisfied its
respondents with mileage and free services. Shree Yamaha motors are one of the leading
dealers in Pandharpur taluka. They also maintain good consumer relationship. Yamaha
motors provide after sales service, down payment facility, and insurance facility to
consumer.

SUGGESTIONS
1) Company should concentrate on warranty given to the consumer.
2) Company should carry consumer loyalty programme to attract more respondents towards
them.
3) Company has to implement latest technology.
4) Company should be developing the promotional activities.

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SVERIS COLLEGE OF ENGG,.

MBA DEPT SOLAPUR UNIVERSITY,SOLAPUR

1.1 INTRODUCTION OF STUDY

Marketing is the process that identifies, anticipates and satisfies consumer

This entire destination makes clear that, satisfaction is function of perceived

Page 1 MBA Program(2018-2019)

The marketing department can be effective only in companies whose various

Page 2 MBA Program(2018-2019)

Improving Quality and Access to Services and Supports in Vulnerable

Page 3 MBA Program(2018-2019)

Key components of consumer-focused organizations, including:

Depends on the product’s perceived performance relative to a buyer’s

Page 4 MBA Program(2018-2019)

Recent interpretations in the consumer domain now couch satisfaction as a

Page 5 MBA Program(2018-2019)

satisfaction formation. These are positive or negative feelings of a largely non-thinking

1.2 OBJECTIVES OF STUDY:

1.3 SCOPE AND LIMITATIONS OF THE STUDY:

2) Geographical scope is related to Pandharpur city only.

3) The analytical scope of study is related to analysing and interpretation of collected

1) The study is carried out in Pandharpur city only.

2) The study is restricted to Yamaha Model FZ in two wheeler segment.

3) The duration of study was limited only to 30 days.

1.4 RESEARCH METHODOLOGY:-

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C) Books. (Marketing Management)

3) Data Collection Method:-

The questionnaire contains three types of questions.

(I) Sample Site:-

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(II) Sample size:-

(III) Sampling Unit:-

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2.1 Introduction of the industry:

The automotive industry is a wide range of companies and organizations

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Safety in the automotive industry is particularly important and therefore highly

Introduction to the Organization:

YAMAHA MOTORS established in 2016, initially a proprietary

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Yamaha motors founder Mr. Rajendrasuryavanshi. Then a Yamaha motor was

He situated complete difference between traditional and modern motors

‘Mr. ShreeOmkarSuryavanshi’ said that, if the youth of the district, started

2.2 Company profile:-

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HEAD OFFICE: SHREE MOTORS YAMAHA PVT LTD, Pandharpur.

History of the organization

Yamaha motors founder Mr. ShreeOmkarSuryavanshi. Then Yamaha motors

Objectives of the Yamaha motors:-

1) To develop of the rural & urban area.

6) To provide good quality product on right time& right place.

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2.4 DEPARTMENT STUCTURE:

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Consumer Definition By Philip Kotler:

Definition: a person who purchases goods or services from another, buyer,

Consumerlevel of approval when comparing a product's perceived performance with his