YAMAHA MOTOR INDIA PRIVATE LIMITED

We believe in taking care of not only your motoring needs, but also the needs of future generations to come.

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ACKNOWLEDGEMENT
This work is culmination of sincere efforts put in during the making of this project. This task could not have been accomplished without the support and help of lots of people. It is with great pleasure and privilege that I wish to thanks all the people who actively supported me during this project. I would like to place on record my gratitude to Mr. Dinesh Chandra (General Manager, Marketing) whose valuable advice and suggestions were available through out the research and preparation of this project. I would like to thanks Mr. Abhishek Arora (Chief Manager Personnel) and Mr. Rajam Bashisht (Senior Officer, HR).

ANOOP KUMAR SHUKLA

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TABLE OF CONTENTS
S. No. 1 2 3 4 5 6 7 8 9 10 11 12 Chapter No. Executive Summary Synopsis Industry Profile Company Profile Competitors SWOT Analysis The Marketing Research Process Research Design and Plan Analysis & Interpretation Conclusion & Recommendations Bibliography Annexure Page No

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EXECUTIVE SUMMARY
The topic of the project is Consumer perception for Entry level Motorcycle. This topic was chosen to understand the consumer expectation and habits in relation with motorcycle and what are the factors relating to bike that affect the purchase decisions. For good marketing strategies, it is very important for every company to know that what are the likings and disliking of customers related to product and their expectations about the product. It is also important because it helps the company position itself on those parameters which the consumer is looking for. The analysis of the survey gives the company a clear picture of the person who wants to use the product. The marketing strategy will depend upon the findings of the survey. The project is done through a Customer based questionnaire, where the customers were asked questions regarding: The various Characteristics/Features that they look for while buying a motorbike. What affects and influences their purchase Their various daily habits?

The sample was based on people who either owned a entry level bike or are likely to purchase it in the near future (within 6 months). The likely people who fall in the category are Shopkeepers, Traders, Farmers, Workers, Salesman. The sample size was 200 customers, roughly distributed among the regions based according to their population. Delhi and NCR were assigned as the region for the study. These regions were subdivided as follows: South Delhi North Delhi East Delhi West Delhi Faridabad Gurgaon Noida Ghaziabad

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In depth interviews were carried out with the customers to find out the perception and buying behavior while purchasing a bike. demographics and psychographics. Price and the running cost are the most important factors for the consumer of entry level motorcycles. But this segment is filled with manufacturers providing bikes within similar price and mileage offered. Hence factor other than these two become the deciding ones. Style is quickly becoming a deciding factor. Style and comfort are closely ranked at third and forth in the survey findings. Financing schemes are attached with the waiting time for bikes. People availing the schemes are little more likely to wait longer than persons purchasing at down payment. Majority of the respondent have also said that scooters didnt offer more value than bikes suggesting greater acceptability as the entry level bikes are used by people who were generally using scooter Insufficient carrying space and non availability of spare tires are the major dislikes about the bikes along with the high running cost. Recommendation from friends and relatives was the most influencing factor followed by advertisement and financial schemes. News and family channels are the most viewed channels and Dainik Jagran the most read news paper. The major segment who filled the questionnaire was shopkeepers/wholesalers with graduate qualification. The company should carry out further study to see the feasibility of some product modification. Moreover more brand awareness should be created by promotions, public relations etc. Financial schemes like 0% interest rate and low EMI should be provided so as to keep the price point really low. Moreover, the survey was conduction to find out the media habits of the consumer as well as about their

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SYNOPSIS
Company Name Department Project Name Name of Project Leader Project Duration : Yamaha Motor India Pvt. Ltd 19/6 Mathura Road, Faridabad : Marketing : Consumer perception for entry level Motorcycle : Mr. Dinesh Chandra General Manager, Marketing : Two months (2nd May to 18th June 2005)

Research Methods used for the project Customer Survey Methods (Convenience and area sampling). Sample size Area Chosen for Survey : 200 Customers : Faridabad, Delhi, Ghaziabad, Gurgaon and Noida.

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INDUSTRY PROFILE
The Two Wheeler Market Globally Globally, the two-wheeler Industry is concentrated in the developing world, especially China and India, which together account for over half the total worldwide sales of two wheelers. The Japanese manufacturers, Honda, Yamaha, Suzuki and Kawasaki, dominate the two-wheeler Industry globally. Currently, all major two wheeler markets, except India, are dominated either by Japanese firms or their joint ventures. However, in the leading markets, such as China and South-East Asia, a host of local players exists. Two Wheeler Industry: The Indian Scenario The Indian two-wheeler industry can be divided into three broad categories: Scooters, Motorcycles and mopeds. Each of these categories can be further segmented on the basis of several variables, like price, engine power, type of ignition, and engine capacity. Today, India is the second largest producer and customer of two-wheelers in the world. The Indian Two-wheeler industry has undergone a significant change over the past 10 years with the preference changing from mopeds to scooters, and more recently, from scooters to motorcycles. With the reduction in the price differential between scooters and motorcycles, there has been a perceptible shift towards motorcycles because of their better styling, higher fuel efficiency, and higher load carrying capacity. Rise of a Product: The Motorcycles Motorcycles are the most expensive of all two-wheeler They are more powerful than scooters and mopeds, have the highest load carrying capacity (which is essential for rural areas), are fuel-efficient, have better road grip, an are also the

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most expensive. Besides, motorcycles are viewed as trendy in the urban areas as compared with scooters and mopeds. The fortunes of the motorcycle industry changed after the announcement of the liberal licensing policy in 1982 whereby foreign collaboration was allowed. In 1982, the Government allowed foreign players to enter the industry through joint ventures. Within for years the TVS Group tied up with Suzuki, the Hero Group with Honda, the Escorts Group with Yamaha and Bajaj Auto Limited (Bajaj Auto) with Kawasaki, TVS Suzuki introduced Ind-Suzuki in 1984, Hero Honda Motors Limited (HHML) launched CD100 in 1985, and both Escorts and Bajaj Auto launched their models in 1986-87. Also, new entrants have entered the market by introducing their product at lower price points, while the existing players have announced price cuts. This has led to price competition in the domestic market. Market Segmentation for the Motorbikes The motorcycle market is divided into three segments: 1. Entry Category Models, priced between `27,000 and `37,000. Here the focus is, by and large, on price and fuel efficiency. In this category, Bajaj Auto has Boxer range of motorcycles and CT100, HHML has dawn and KEL Boss and Yamaha has CruxS. 2. Executive Category Models, priced between `38,000 and `45,000. These are models with Japanese and European standards of engineering, styling, manufacturing and riding comfort. This segment has strong brands such as Victor (TVS), Passion and Splendor (HHML), Wind and Discover (Bajaj Auto< Freedom (LML), Libero and Fazer (Yamaha). 3. Premium Category Models, priced above `45,000. Bajaj Auto has the Pulsar 150, the Pulsar 180 and, the Eliminator in the higher end of this category, HHML has Karizma, CBZ and Ambition, Yamaha has Enticer.

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The motorcycle market in India can be segmented on the basis of price and power. HHML is the market leader in the motorcycles segment. Its main competitors in this segment are Bajaj Auto, TVS, and Yamaha. However, the high growth rates of this segment have attracted other players too, such as LML and KEL. Since Honda has always been one of the global pioneers in developing fuel-efficient engine technology, the unique selling propositions of all HHML motorcycles are fuel efficiency and ease of maintenance. products offering a mix of performance and economy. Motorcycles are positioned as performance oriented, economy oriented, and more recently, as

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YAMAHA COMPANY PROFILE

If youre going to do something, be the best. Genichi Kawakami The history of Yamaha is a history of unending challenges. Yamaha Motor India (YMI) Ltd. is the fully-owned subsidiary of Yamaha Motor Co. of Japan. YMI was initially known as Yamaha Motor Escorts Ltd. But the parent company, Yamaha Motor Company, purchased Escorts Ltd.s remaining 26 per cent holding in their motorcycle joint venture Yamaha Motor Escorts Ltd in June 2001. It was therefore renamed as Yamaha Motor India Ltd. YMI follows Yamaha Motors corporate mission of creating Kando a unique Japanese word that means touching peoples hearts. Kando also describes the spirit of challenge to create new value surpassing customer expectations. YMI is committed to making products that benefit from the skills and technology used by Yamaha world-wide. To fulfill customer satisfaction, and meet the needs of the Indian market, YMI plans to produce one or more models in the first year, four models in three year to achieve these goals, YMI will pursuer three major objectives within the company. The first is customer satisfaction. The second is strengthening R & D. YMIs mission is to constantly produce what customers are looking for, by analyzing market trends and changes. The third objective is to optimize the internal working system. YMIs motto is Speed, Quality, and Yamahas original design. Yamaha is aiming to make a significant contribution to Indian society and create products that the people of India will take to their hearts.

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ORGANIZATION STRUCTURE
Company History 1979 Entered into technical collaborations with YMC of Japan for manufacturing 350 cc motorcycles. 1983 Obtained letter of intent for 100 cc motorcycles launched Motor cycles in Market all over India. Setup CNC cell in the Organization. 1985 Started manufacturing of RX-100 motor cycle in technical Collaborations with YMC, Japan at Surajpur Plant. 1995 50:50 joint venture Company formed an Escorts group. 1996 Added Faridabad plant under joint venture 2000 Share holding of YMC increase from 50% to 74% 2001 100% of YMC, Japan 2002 2009 Added Surajpur Plant with capacity of 6 Lakh Bikes/Year.

Ownership Patterns Founded Capital Employees Head Office Chairman of the Board of Directors President and Representative Director : July 1, 1955 : 85,666 million Yen (June 30, 2010) : 49,994 (as of March 31, 2001) : 2500 Shingai, Iwata, Shizoka, Japan : Mr. Hiroyuki Yanagi : Mr. Hiroyuki Yanagi

Vice President and Representative Director : Mr. Takaaki Kimura

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Divisions, Number of People, Department Workers etc. Managing Director & CEO Executive Committee Senior Vice President Vice President Associate Vice President Chief General Manager General Manager Deputy General Manager Chief Manager (M6-M8) Manager (M3-M5) Assistant Manager (m2) Senior Superintendent (JM IV) Senior Office (JM III) Officer (JM II) Assistant Officer (JM1) Highly Skilled (E 07 E12) Skilled (E 04-E06) Semi Skilled (E02-E03) Semi Skilled (E02-E03) Unskilled (E01) Employment details (As on 31st January 2010) Faridabad Managerial (AM and above) Junior Staff Staff Workmen Trainees/Apprentices Average age of employee 3797 2229 4545 14196 1079 40-45 years Surajpur 2488 2273 1755 11075 6559 35-40 years TOP MANAGEMENT

SENIOR MANAGEMENT

MIDDLE MANAGEMENT

JUNIOR MANAGEMENT

OPERATIVE (Unionized Cadre)

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YMC PRODUCTS
S. No. 1 2 3 4 5 6 7 8 9 10 11 12 Yamaha Services 1. 2. 3. Music schools Ringtones On line shop and Entertainment Land On road sports bike Snow mobiles Super sports bike Motor crossers Racing dinghies Scooters Golf Cars Electro-hybrid bicycles Land cars Business use scooters Marine Large sized motors American style cruiser Sale boats Sports fishing boats Trail bikes Personal water craft Sports Boats Jet boats Outboard Four stroke motors FRP fishing boats Two stroke outboards Others Water pumps Amusing pools Truss Artificial Reefs Industrial helicopters ATVs
Commercial generators Automatic feeders Surface mounters Wheel chair mounter Built-in type water purifiers

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COMPETITORS
As the auto industry witnessed yet another year of good sales, there is a clear evidence that the dynamics of the Indian two-wheeler industry has changed significantly over the last few yea~ While everyone knows that there has been constant shift in demand towards motorcycles from geared scooter Various companies have entered into the two-wheeler industry. There are various competitors of Yamaha in the market but the main competition of Yamaha comes from Hero Honda. The main driver of growth for Hero Honda was the launch of entry level, value-for-money bike CD-Dawn and the upgraded versions of Splendor and Passion. The company which had lost its market share in FY02 has made a strong comeback and regained its share. Secondly another company Bajaj is also leading in the two-wheeler in the market. The success Bajajs latest model Pulsar has helped the company to stay clear of adopting an aggressive price reduction strategy. Besides, the recently launched CT100 has also enjoyed a fair degree of success. The various other companies like TVS, LML and Kinetic are also trying to capture the good market share by introducing the different models of bikes. The industry has now acquired the traits of the consumer durables industry, of price wars, celebrity endorsements and ever-increasing sales and promotional outgo. Earlier, Hero Honda and Bajaj Auto were the only producers of four-stroke motorcycles. Now, TVS Motor, Kinetic, LML are also jostling for space in the four-stroke market. Yamaha Motors India few years back achieved a dramatic turn around on the back of the success of its 125cc Enticer and 106 cc Libero models YMI is also trying to retain their market share by introducing different bikes. have a market share of about 8% in the Indian two-wheeler market. They have launched two bikes on 2004 as change Libero and Fazer. Currently, Yamaha

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SWOT ANALYSIS
Strengths:
The quality of the product Attractive design & colors Strong brand name all over the world as well as in India Availability of easy finance schemes from ICICI Bank & Centurion Bank Use of the latest technology for production Effective sales promotion schemes Availability of the product in the market Low maintenance & low expense per kilometer Now it comes with a change handlebar which is more comfortable to drive

Weakness:
Poor advertisement of the product Few people are not satisfied with the mileage of the bike Not taking feedback from the customers regularly Not giving promotional schemes for longer time periods

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Opportunities:
The sales may be increased if advertisements are made more attracting to the young generation and the advertisement is made with any celebrity Targeting the upper-middle class people and the young generation Retailers motivation Demand is increasing with the time One of the best and popular brands of the world, so company can use its brand image for advertising and attracting people

Threats:
Till many people are blindly believing that Splendor (Hero Honda) is the best quality product in this segment Bajaj & TVS are also producing same segment bikes at same price with more powerful engine Different effective promotional schemes of competitors.

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THE MARKETING RESEARCH PROCESS

Management Decision Problem The problem that Yamaha Motors is facing is low sales and a very little market share despite remarkable growth in the motorcycle industry. It was the leading player in the early nineties and in 2000 had a share around 20% which shrank to 4% by 2005 in a market which grew by 15%. It is also facing strong competition from other automobile manufacturers which is making it tough for Yamaha to make its impact in Indian scenario.

Research Problem Assessment of the consumer perception and behavior in relation with entry level motorcycles for Delhi and NCR.

Objective of the Research To study the consumer preference & buying behavior for the entry - level motorcycle segment. To study the media habits of the entry level segment To Study the demographics of the entry level segment.

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RESEARCH DESIGN AND PLAN

The research design and plan was based on various factors like:

Method of Data Collection:Research Method Survey Method:- This method was adopted because I helped in securing detail information from a sample of respondents. The information received from the respondent is recorded on a form called questionnaire as data is gathered by asking questions to persons through to posses desired information, further more this is the only method to measure attitude and motivation directly. Data Sources: Primary Data: The research was done through primary data as it required first hand information with one to one interview. Research Instrument: Since the data was primary, we chose Questionnaire as the research instrument. The questionnaire was designed on the following grounds. To understand the consumer for the entry level segment To find out their media habits To understand the factors which influence the buying decision of a consumer. Sampling: The sample consist of all those persons who either owned the entry lever motorcycle (~30,000 37,000) or are planning to purchase the entry level motorcycle in the near future (within 6 months).

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Target population: Elements Sampling Unit Extent Survey Time : Shopkeepers, Traders, Farmers, Workers, Salesman : SEC-B and SEC-C Household : Delhi and NCR : 4 weeks

Other factors that contributed to the sample plan are as follows: Sample Size Area Covered Approached Response Rate : 200 customers questioned. : Faridabad, Delhi, Gurgaon, Ghaziabad and Noida : We approached 223 people to complete the sample size. : In terms of percentage, it was 90%.

Conducting the Research Phase Phase 1 Description Secondary Research-study results of past research Questionnaire drafting, dummy survey Primary Research Consumer Survey Objective Understanding the Indian Motorcycle market and its classification Finding out the parameters which affect consumers Perception and behavior of Indian consumer Data analysis & Finding out the Report factors affecting Preparation the consumer Time 1 Week

Phase 2 Phase 3 Phase 4

1 week 4 week 2 weeks

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ANALYSIS & INTERPRETATION

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Current Bike Owners/Future Owners

Own a bike or not Planning to buy a bike or not Frequency Percent Frequency No Yes Total 42 158 200 21 79 100 Percent 140 60 200 Planning to buy a bike among current owners of bike Frequency 70.0 30.0 100.0 Percent 140 18 158 88.6 11.4 100.0

Most of the people (in the sample currently owned a bike and it is difficult to replace a bike with another in the same segment. Out of sample size of 200, only 30% said they would go for purchase of a new bike. Out of 158 respondents who owned a bike, 88.6% would not go for any further purchase in near future and only 11.4% said that they would go for purchase of a new bike. So the target audience for the entry level segment would be people (shopkeepers, traders, 22 | P a g e

Farmers, Workers,, Salesman) who have recently started working and people who owned a scooter but their nature of job/ work has changed forcing them to consider buying a bike.

Reason of Purchase of Bike (Open ended response)

Frequenc Percen Valid Cumulative y t Percent Percent 18 9.0 9.4 38 19.0 19.8 100 50.0 52.1 11 10 15 192 8 200 5.5 5.0 7.5 96.0 4.0 100.0 5.7 5.2 7.8 100.0

Business Personal Both Cost & Efficiency Time & Comfort Others Total System Total

9.4 29.2 81.3 87.0 92.2 100.0

Even if the target audience purchases the bike for commercial reason, they generally use it equally for their personal purposes. Also for the current owners as well as for the future owners, the purchase reason is more or less same. Hence the positioning for the bike in the entry level segment should be of a family vehicle. 23 | P a g e

Importance of Factors in Selecting Bike

RANK 1 (Frequency) Mileage Comfort Style Price After Sales Service Resale Value Maintenance Cost Brand/Manufacturer RANK 2 (Frequency) 121 10 17 29 0 0 13 10 RANK 3 (Frequency) 26 30 32 66 12 8 17 9 29 38 30 37 13 5 27 21

The respondent raked Mileage as the most important factor in selecting bike. The Next important factors are price, style and comfort respectively. expecting more style and better comfort at the same price. Good mileage has become pre-requisite for this segment and therefore consumers are

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Purchase of Bike with Financing Scheme

Willingness to wait for a bike * pick a financing scheme option Cross tabulation.
Pick a financing scheme option Willingness to wait for a bike Will not wait Up-to 1 week 1 to 2 weeks 3 to 4 weeks Total No 28 27 19 9 83 Maybe 9 8 7 0 24 Yes 13 20 44 16 93 50 55 70 25 200

46.5% of the respondent said they would go for the financing of the bike. Customers who were ready for financing schemes were willing to wait longer. Overall financing schemes are important for the entry-level segment as they compensate for the higher price of bikes in comparison to scooters. 25 | P a g e

Purchase of Scooter
Value of scooters w.r.t. bikes * plan to buy a scooter Cross tabulation Plan to buy a scooter No Yes 69 6 65 10 17 18 11 2 162 36

Value of scooters w.r.t bikes No(less) Same Yes(more) 3 Total

Total 75 75 35 13 198

Most of the respondents agreed that there is a general shift from scooters to motorcycles. Reasons given were: Bike provides better mileage. Bike is assumed to more comfortable and well balanced as compared to scooters. The price gap between scooters and bikes is decreasing. Bikes provide more value for money.

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Load on Bike
Frequency of carrying load * kind of load cross tabulation

Frequen cy of carrying load N. A. Rarely Sometim es Regularl y Total

Kind of Load Personal Personal heavy N. A. light weight weight 91 0 0 14 0 0 91 22 6 42

Commercial light weight 0 0 2 1 3 0 4 13 29 46

Commercial heavy weight 0 0 2 11 13

Total 91 18 39 47 195

Out of the total respondents 54% carried load and half of them carried load regularly. The type of load carried included both personal and commercial. People who carried load quite often used it for light commercial reasons whereas persons carrying personal load dont carry it regularly.

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Best thing about Bike (Open-ended response)

Best thing about bike

Mileage Style Performan ce Comfort Others Total Missing Total

Frequen Percen Valid Cumulative cy t Percent Percent 109 54.5 55.6 55.6 32 16 16.3 71.9 35 11 9 196 4 200 17.5 5.5 4.5 98 2 100 17.9 5.6 4.6 100 89.8 95.4 100

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Mileage came out to be the best thing about bike which people like/would like about their current/future bike. Performance and style were the most desired factors after mileage. All the factors were independent of the socio-economic classification.

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Things Not Liked in a Bike (Open-ended response)

Thing that you don't like Cumulative Percent 25.3 51.5 61.3 68 97.4 100.0

Frequency Carrying Space Spare tire Style Performance Large running Cost Others Total Missing Total System 5 194 6 200 51 19 13 57 49

Percent Valid percent 24.5 25.5 9.5 6.5 28.5 2.5 97 3 100 25.3 26.3 9.8 6.7 29.4 2.6 100.1

High running cost was the most undesirable factor followed by less carrying space and absence of additional tire. The result was similar for all the sections of the society studied.

Improvement in Bike (Open-ended response)

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How bike can be improved Frequenc y More Carrying Space Add extra tyre Style Performance Minimizing running cost Others Total Missing Total System 40 18 36 40 52 8 194 6 200 Percen t 20.0 9.0 18.0 20.0 26.0 4.0 97.0 3.0 100.0 Valid percent 20.6 9.3 18.6 20.6 26.8 4.1 100.0 Cumulative Percent 20.6 29.9 48.5 69.1 95.9 100

Most of the respondents wanted the overall running cost to be minimized and extra carrying space should be added. Sec-C was influenced by running cost as they the most sensitive to price.

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Daily Travel
Per day travelling

Valid

Missi ng Total

<10 10 25 25 50 >50 Total Syste m

Frequen Perce Valid Cumulative cy nt Percent Percent 9 4.5 4.5 65 61 64 199 1 200 32.5 30.5 32.0 99.5 0.5 100.0 32.7 30.7 32.2 100.0

4.5 37.2 67.8 100.0

The traveling distance came out greater than 10KM per day so most of the respondents but were inlusive for the range as similar no os people travel different KM per day.

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Buying Influences
1st important buying influence (Frequency) 62 20 2nd important buying influence (Frequency) 49 9 3rd important buying influence (Frequency) 31 5

Advertisement Product Brochures Recommendatio n from friends and relatives Information & recommendatio n at retailers Product reviews Promotional Offers Exchange offers Financial Schemes

69

37

38

21 11 1 9 7

14 18 29 16 27

16 24 31 18 36

Out of the total eight factors which influenced the purchase decision top three factors is Recommendation from friends and relatives, Advertisement and Financial Schemes respectively. Word of mouth still a predominately most influencing factor. Promotional offers like discounts, freebees also have an implicit influence. 33 | P a g e

Influencer (Open-ended response)

Major influence

Valid

Friends Family members/relatives Others Total System

Frequen Perce Valid Cumulative cy nt Percent Percent 67 33.5 37.4 36 76 179 21 200 18.0 38.0 89.5 10.5 100.0 20.1 42.5 100.0

3.4

57.5 100.0

Missin g Total

Recommendation from friends was the single most influencing factor.

T. V. Watching
Duration of watching TV watch TV Cross tabulation

Duration of watching TV N.A. >30 mins 30 mins - 1 Hr 1 -2 Hrs <2 Hrs Total

Watch TV No 1 0 0 0 0 1 Yes 0 24 51 85 39 199

Total 1 24 51 85 39 200

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Majority of the respondents watched television from 1- 2 hours and this was particularly true with SEC A household.

News and family entertainment channels have the maximum viewership in this particular segment.
News channel * duration of watching TV cross tabulation

News Channel Total

No Ye s

30 mins - 1 - 2 <2 Tot N. A. >30 Mins 1 hr Hrs Hrs al 1 10 9 16 7 43 0 1 14 24 42 51 69 85 32 39 157 200

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Radio
Duration * listen to radio cross Tabulation

Duration N.A. <30 mins 30 mins - 1 Hr 1 -2 Hrs >2 Hrs Total

Listen to radio No Yes 56 0 0 35 0 49 0 24 0 36 56 144

Total 56 35 49 24 36 200

Household listen to radio more as compared to other classes and the time duration is from 30 minutes to 1 hour.

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Newspaper
Specify newspaper

<15 Min Dainik Jagran Dainik Bhaskar Ama Ujala Punjab Kesari Hindustan Times Times of India Others Total

15 min - 30 30 min - 1 >1 min hr hr Total 7 41 20 3 71 5 0 2 0 2 0 16 21 12 17 3 11 7 112 10 6 4 7 6 3 56 0 0 1 4 2 0 10 36 18 24 14 21 10 194

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Among all the newspapers Dainik Jagran is the most read paper by all the classes and the time spent on reading varied from 1530 minutes. National news, local news and sports section were ranked as first, second and third respectively.

Magazines
Specify * read magazine Cross tabulation

Magazine s N.A. India Today Outlook Others Total

Read Magazines No Yes 83 1 0 0 0 83 51 16 42 110

Total 84 51 16 42 193

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Most of the respondents do not read magazines and out of the remaining Indian Today was the most read magazine.

Past Time (Open-ended response)

Favourite past time * Socio-economic class Cross tabulation

Favourite past time Sleeping Music T. V. Freaking Out Others Total

Socio-economic Class Total SEC-A SEC-B SEC-C 10 6 1 17 11 9 3 23 29 20 3 52 20 9 1 30 43 15 5 63 113 59 13 185

Although the favorite past time activity response is quite varied and it is also independent of the SEC but T. V. watching is the single most important factor.

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Age Group
Age group * Socio-economic class Cross tabulation

Age group 18 to yrs 21 to yrs 26 to yrs 31 to yrs 41 to yrs Total 20

Socio-economic Class SEC-A SEC-B SEC-C 1 0 18 21 23 1 63 0 5 1 8 0 14

Total 1 66 58 69 4 198

25 43 30 36 40 38 50 3 121

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Marital Status
Marital Status * Socio-economic class Cross tabulation

Marital Status Unmarried Married Total

Socio-economic class SEC-A SEC-B SEC-C 51 22 6 70 41 8 121 63 14

Total 79 119 198

Occupation
Occupation * Socio-economic class Cross tabulation

Occupatio n Business man Service Others Total

Socio-economic class SEC-A SEC-B SEC-C 10 43 69 122 7 19 37 63 0 3 12 15

Total 17 65 118 200

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Education
Education * Socio-economic class Cross tabulation

Education 5-9 10-12 College but not Graduate Graduate Post Graduate P. G. Professional Total

Socio-economic class SEC-A SEC-B SEC-C 3 1 3 22 9 4 17 54 12 14 122 7 31 11 4 63 2 5 0 1 15

Total 7 35 26 90 23 19 200

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CONCLUSION & RECOMMENDATIONS

As per the research findings insufficient carrying space and high running cost and provision for spare tyre were the factors which people falling under this segment were not satisfied with the bike. The company should go ahead with the feasibility study regarding the incorporation of above features in there product. The company should consider new and effective ways of promotion and advertising because as per our findings advertisement is one of most influencing factor. Low running cost and low M. R. P. are pre-requisite for this segment but the consumers are differentiating bikes based on factors such as style, comfort, discount, freebees etc. Load carrying ability will greatly increase the value proposition of the bike. Word of mouth still the most dominant factor, but advertisement and financial schemes are playing more prominent role. News channel as one of the most viewed channel. Duration of watching a news channel is more compared with duration of watching other channels. Since news and family/entertainment channel has the maximum viewership among the target audience so these two category of channels should be taken in due consideration for promotional activities in the electronic media. Newspaper suppliant acts as a magazine and not much of the target audience read separate magazines. Hindi newspaper dominating the readership. Dainik Jagran is the most read newspaper in Delhi and NCR region so Dainik Jagran should be considered for promotional excercise. More younger people also buying the entry level bikes.

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BIBLIOGRAPHY
Books: Kothari, C. R. (2009), Research Methodology. Kotler, Phillips (2010), Principal of Marketing. Beri, G. C. (2003), Marketing Research. Philip Kotler, Marketing Management. Internet Sites: www.yamaha-motor-india.jp www.autoindia.com www.auto.indiamart.com www.finance.yahoo.co.in www.truly-yamaha.com www.siamindia.com www.indiainfoline.com

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ANNEXURE

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Questionnaire

Q1.

Do you own a bike? Yes No

Q2.

If no, are you planning to purchase a new bike in near future) within 6 Months? Yes No

(Administrative instructions: Dont proceed if Q1 and Q2 are answered as NO) Q3. Q4. Why did you purchase your bike? Kindly rank the importance of following factors in selecting your bike. a) b) c) d) e) f) g) h) i) Mileage Comfort Style Price After sales Service Resale Value Maintenance Cost Brand/Manufacturer Any other _____________ (Please specify)

Q5. Have you taken or would like to go for financing schemes to purchase your bike? a) Yes b) No c) May be

Q6.

If the bike of your choice is not available then for how long with you wait? a) will not wait c) 1 to 2 weeks b) up-to week d) 3 to 4 weeks

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Q7.

Do you think that scooters offer more value than bikes? a) Yes (more) c) Same b) No (less)

Q8.

Would you buy a scooter? a) Yes b) No

Q9.

Do you carry load on your bike? a) Yes b) No

If yes, Regularly_______ Sometimes_______ Rarely________ Q10. What kind of load do you carry? Q11. What is the best thing you like/would like about bike? Q12. What is that you do not like/would not like about bike? Q13. What do you think how your bike can be improved? Q14. How many kilometers do you ride/travel each day? a) < 10 c) 25-50 b) 10 25 d) > 50

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Q15. Please rank the top three buying influences in selecting your bike. a) b) c) d) e) f) g) h) Q16 Advertisement Product brochures Recommendation from friends & relatives Information & recommendation at retailers Product reviews/survey ratings By electronic and print media Attractiveness of promotional offers Such as free gifts, discounts, freebies, etc Attractiveness of exchange offers Attractiveness of financial schemes _____ _____ _____ _____ _____ _____ _____ _____

Who/What influenced you to buy this bike?

Q17. Do you watch T.V.? Yes If yes, for how many hours a) c) Q18 Less than 30 min 1 hr 2 hr b) d) 30 min 1 hr more than 2 hr No

Which channel do you watch? Family/Entertainment channel (Sony, Star Plus, and Zee etc.) News Channel Music Channel Movie Channel Sports Channel (NDTV, Aaj Tak, Star News etc) (MTV,V, Zee Music etc.) (HBO, Star Movies, Zee cinema) (ESPN, Star Sports etc.)

Information Channel (discovery, History, Nat Geo) Regional Channel (ETC Punjabi, Sun TV, Marathi) 48 | P a g e

Q19

Do you listen to radio? Yes If yes, for how much time a) less than 30 min c) 1 hr 2 hrs b) d) 30 min 1 hr more than 2 hrs No

Q20. Do you read news paper Yes No

If year kindly specify ____________________ and for how much time a) less than 15 min c) 30 min 1 hr. Q21 b) 15min 30 min d) more than 1 hr.

Which sections of the new paper do you like the most? Kindly rank. National News Local news International news Sports section Editorial Entertainment section

Q22

Do you read magazines?

Yes

No

If yes kindly specify ________ Q23 What is your favorite past time?

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_________________________________ Q24 What is your age? a) d) 18 to 20 years 31 to 40 years b) 21 to 25 years e) 41 to 50 years c) 26 to 30 years f) 51 and above

Q25 Q26

Marital status What is your occupation?

Married/unmarried

Business Man : No. of employees Service: Officer/Executive Others Clerk/Assistant/Salesman

0 0-9

10 or more

Supervisor

Middle/Sr. Manager Skilled workers/petty traders Farmers Shop owners/ Wholesalers

Q27

Education 1-4 Graduate 5-9 10 12 Post Graduate College but not graduate PG Professional

(if student or dependent ask the occupation & education of the head of the family.)

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Mileage Comfort Style Price After Sales Service Resale Value Maintenance Cost Brand/Manufact urer

Rank Rank Rank 1 2 3 121 26 29 10 30 38 17 32 30 29 66 37 0 0 13 10 12 8 17 9 13 5 27 21

Weighted Sum ((Rank1*3) (Rank2*2)Rank3) 444 128 145 256 37 21 100 69

Sum 176 78 79 132 25 13 57 40

Tabulation for cases where carry load is yes and missing values are deleted. Frequency of carrying load * kind of load cross tabulation

Frequenc y of carrying load Rarely Sometim es Regularly Total

Kind of Load Personal -light weight 14 22 6 42 Personal -Heavy weight 0 2 1 3 Commerc ial - Light weight Commerc ial Heavy weight 4 0 2 11 13 Tot al 18 39 47 104

13 29 46

Frequency of carrying load * kind of load Cross Tabulation

Frequen cy of carrying load N.A.

Kind of Load N.A. 91 Personal -light weight 0 Personal -Heavy weight 0 Commerc ial - Light weight Commerc ial Heavy weight 0 0 Tot al 91

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Rarely Sometim es Regularl y Total

0 0 0 91

14 22 6 42

0 2 1 3

4 13 29 46

0 2 11 13

18 39 47 195

Best thing about bike * Socio-economic Class cross tabulation

Best thing about bike Mileage Style Performance Comfort Others Total

Socio-economic class SEC SEC SEC A B C 63 37 9 24 5 3 22 11 2 6 5 0 4 4 1 119 62 15

Total 109 32 35 11 9 196

Thing that you dont like about a bike 8 Socio-economic class cross tabulation

Thing that you don't like Carrying Space Spare tyre Style Performance Large running cost Others Total

Socio-economic class SEC SEC SEC A B C 32 31 10 6 35 4 118 12 17 8 6 17 1 61 5 3 1 1 5 0 15

Total 49 51 19 13 57 5 194

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How bike can be improved * Socio-economic class Cross tabulation

How Bike can be improved More Carrying Space Add extra tyre Style Performance Minimizing running cost Others Total

Socio-economic class SEC SEC SEC A B C 25 11 4 10 7 1 22 13 1 26 13 1 31 5 119 13 3 60 8 0 15

Tota l 40 18 36 40 52 8 194

1st importa nt buying influenc e Advertisemen t Product Brochures Recommenda tion from friends and relatives Information & recommendat ion at retailers Product reviews Promotional Offers Exchange Offers Financial Schemes 62 20

2nd importa nt buying influenc e 49 9

3rd importa nt buying influenc e 31 5

Weighted sum ((1IMP*3)+(2IMP*2)+ 3IMP)

Sum

315 83

142 34

37

38

319

144

21 11 1 9 7

14 18 29 16 27

16 24 31 18 36

107 93 92 77 111

51 53 61 43 70

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First important buying influence * duration of watching TV cross tabulation

1st important buying influence Advertisemen t Product Brochures Recommenda tion from friends and relatives Information & recommendat ion at retailers Product reviews Promotional Offers Exchange Offers Financial Schemes Total

N.A. 0 0

Duration of watching TV <30 30 mins - 1 - 2 mins 1 hr hrs 6 2 16 7 35 9

>2 hrs 5 2

Total

62 20

18

26

16

69

0 0 0 0 0 1

5 0 0 0 3 24

3 3 1 0 3 51

8 2 0 4 1 85

5 6 0 5 0 39

21 11 1 9 7 200

Channel Family/Entertain ment News Channel Music Channel Movie Channel Sports Channel Information Channel Regional Channel

Duration of watching TV <30 30 mins - 1 - 2 >2 mins 1 hr hrs hrs 16 14 8 8 4 2 10 34 42 19 12 9 4 15 58 69 27 43 39 24 23 24 32 24 19 15 12 9

Total 132 157 78 82 67 42 57

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Family/entertainment * duration of watching TV cross tabulation

N. A. Family/entertain ment Total News Channel Total Music Channel Total Sports Channel Total Information Channel Total Regional Channel Total Movie Channel Total No Yes No Yes No Yes No Yes 1 0 1 1 0 1 1 0 1 1 0 1 1 0 1 1 0 1 1 0 1

Duration of watching TV >30 30 mins - 1 1-2 mins hr hrs 8 16 24 10 14 24 16 8 24 20 4 24 22 2 24 14 10 24 16 8 24 17 34 51 9 42 51 32 19 51 42 9 51 47 4 51 36 15 51 39 12 51 27 58 85 16 69 85 58 27 85 46 39 85 61 21 85 62 23 85 42 43 85

>2 hrs 15 24 39 7 32 39 15 24 39 24 15 39 27 12 39 30 9 39 20 19 39

Total 68 132 200 43 157 200 122 78 200 133 67 200 158 42 200 143 57 200 118 82 200

No Yes No Yes No Yes

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Ranking National News

Ranking Local News

Ranking International News

Ranking Sports Section

Ranking Editorial

Ranking Entertainment

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R ank 1 R ank 2 R ank 3 R ank 4 R ank 5 R ank 6 S um National N w e s L ocal N w e s Inte rnational N w e s S ports S ction e E ditorial E rtainm nt nte e 116 44 9 15 6 4 50 83 18 21 2 18 13 24 42 45 4 60 8 26 36 60 15 38 4 8 38 37 80 17

We hte sum ig d ((R ank1*6)+ ank2*5)+ (R ( R ank3*4)+ ank4*3)+ (R (R ank5*2)+ ank6) R 0 191 1030 6 195 875 537 639 344 551

41 188 10 192 77 188 49 190

First important buying influence * duration cross tabulation

First Important buying influence Advertisement Product brochures Recommendation from friends and relatives Information & recommendation at retailers Product reviews Promotional offers Exchange Offers Financial Schemes Total

N. A. 2 0 2 0 0 0 0 0 4

Duration of reading newspaper <15 15 min - 30 30 min - 1 min min hr 7 25 22 2 16 2 4 2 1 0 0 0 16 47 14 3 1 5 3 114 12 5 7 0 4 4 56

>1 hr 6 0 4 0 0 0 0 0 10

Total 62 20 69 21 11 1 9 7 200

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