Customer Satisfaction Study of Yamaha FZ Bikes

Company Certificate
GLOBAL BUSINESS SCHOOL

1
ACKNOWLEDGEMENT
A remarkable of Summer Internship Project in Daksha Motors, Hubli augmented my

knowledge for which I must thank and am grateful to management .
There are lots of many people who have helped in course of completion of this project. I
would like to express my thanks to all of them.
Mr, Virupaksha Pattanshetti (MD) Daksha Motors, Hubli and Ms. Roselina Nerella (HR)
thank for them kind and co-operation and guidance during this project.
I sincerely thank to our Director Dr. Prashant Yatgiri , GBS Hubli and also my internal guide
Prof. Arun Kubasadgoudar, GBS Hubli for their co-operation and guidance provided to
me while carrying out the project.
Last but not least I would like to thank my friends and all those people who have helped me
directly or indirectly in completion of this project.
Thanking you one and all
Neelakanthagouda Patil
2nd Semester
MBA, Global Business School
GLOBAL BUSINESS SCHOOL 2

DECLARATION
I, Neelakanthagouda Patil (17MBA232) hereby declare that the Project titled
“A Study on Customer Satisfaction with respect to Yamaha FZ bike at Daksha
Motors, Hubli” submitted by me in partial fulfillment of the requirement for the
award of the degree of “Master of Business Administration” by Karnatak University,
Dharwad; this is my original work and is not submitted elsewhere for the award of
any other degree or diploma.
Date: Neelakanthagouda Patil

Place: Hubli M.B.A II semester

Table of Contents
SL. NO DETAILS Page No
1 Executive Summary 6
2 Introduction Concept 7
3 Company Profile 26
4 Introduction to Study 35
5 Literature Review 39
6 Research Methodology 43
7 Data analysis and Interpretation 45
8 Summary of Findings 73
9 Suggestions 76
10 Conclusion 77
11 Annexure 78
12 Bibliography 82

EXECUTIVE
SUMMARY

EXECUTIVE SUMMARY
The project was undertaken at Daksha Motors Pvt Ltd at Hubli, this project is A study on
customers satisfaction towards Yamaha FZ bike in Hubli city.
I have gained some new experience about the consumer research. While surveying I have met
large number of people, with different perception, with different nature, and as a result of this
I have learnt lot of things like how to talk with the different people with different behavior.
After the separation main focus of Yamaha has been to capture the Indian market through its
product which are best in terms of style & design and is trying to achieve the target of 14%
which it has laid down for the coming years its recent launched bike FZ & R15 have shaken
the market leader like Hero, Honda, Bajaj and giving them tough competition and soon going
lunch few more Bikes in the market. But in country like India were customers like generally
appreciates mileage it becomes necessary for a company like Yamaha which produce bikes
whose prices are towards the higher end to focus n other factors to which influence the
consumer choice product like Prices, after sale services and many more.
The project was successful and very valuable inputs where obtained from the project. area of
the study was limited to Hubli region. the methodology has been adapted through questioner
methods with personal interviews and the results are according to the nature of questions
asked.
The conclusions that I have drawn are based on the data I have collected and interpretations
have made are based on the customers feedback

PROJECT TITLE:
“A Study on Customer Satisfaction with respect to Yamaha FZ bike at Daksha Motors,
Hubli”
OBJECTIVES:
 To study the factors influencing the sales of Yamaha FZ bikes.
 To know the customer perception towards Yamaha FZ bike.
 To study the overall satisfaction of customers towards the Yamaha FZ bike and
its dealer’s services.
NEED FOR THE STUDY
The study will be helpful to us in understanding what is customer satisfaction, how

they feel, is it positive or negative towards the bike & help the company to take necessary
actions to shrink the gap in customer driven standards.
The study also helped me in enhancing my knowledge about the factors that influence
the customer and it is also helpful to determine customer is favorable or unfavorable.
RESEARCH METHODOLOGY:
 Population: Customers in Hubballi city.
 Research design: Descriptive Research.
 Sample Size: 100 respondents.
 Sample Unit: Existing customers of Yamaha FZs bikes.
 Sampling Technique: Non Probabilistic Convenience Sampling Method.
 Sources of Data Collection:

Primary Data: Survey of consumers with the help of a questionnaire.

Secondary Data: Company website, broachers.
 Data Collection instrument: Questionnaire.
 Data Analysis: Data is analyzed using SPSS.
 Time Duration of the project : Two Months.

INDUSTRY OVERVIEW

About the automobile industry:
Introduction:
The automobile industry is one of the biggest industries in the world. Being a major revenue
and job generating sector it drives the economies of some of the super powers of the world. In
India, the automobile industry has grown by leaps and bounds since the advent of the
liberalization era the automobile industry and especially the two wheeler segment has grown
by leaps and bounds.
The liberalization has done away with primitive and prohibitive practices of licensing and
restricted foreign investment have been done away with. The result of which was the entry of
foreign players into the Indian market. The two wheeler segment was largely dominated by
Automobile Products of India (API) and Enfield in the 50s. Later on towards the end of the
50s Bajaj Autos began importing Vespa scooters from Italian company Piaggio. In the
following decades, scooters with API and later Bajaj dominating the market mainly
dominated the automobile industry in India. There were very few products and choices
available as far as motorcycle is concerned and Enfield bullet and Rajdhoot dominated the
market. The 80s saw the entry of Japanese companies in the Indian market with the opening
up of the market to foreign companies. Hero Honda and TVS Suzuki are companies formed
in this era of market reform. The market was still predominantly scooter dominated and Bajaj
and LML were the leading brands producing the products at that time
The Japanese companies not only collaborated with Indian companies to produce the already
existing products but also brought in new technology as a result of which the ever conquering
100cc bikes which were extremely fuel-efficient with 4 stroke engines were launched in
India. These proved to be highly successful as they provided a cheap and affordable means of
personal transport to all those who could not buy a car. The flourishing middle class took a
great liking for these bikes and the bike sales in India began to grow exponentially year on
year leading to Hero Honda becoming the leader in the two wheeler industry in India and the

largest producer of two wheelers in the world. The post 90s era was the era of liberalization
and weakening of restrictive measures. The government went on an overdrive to support the
industry and all FDI regulations and licensing was abolished. 100% FDI was allowed in the
automobile industry and the excise duty was also considerably reduced to its current level of
12% on two wheelers. All these factors combined with the rising fuel prices, the increasing
dispensable incomes of households, easy access to finance, etc. have led to two wheeler
industry becoming the backbone of the automobile industry in India.
The two-wheeler industry in India forms a major chunk of the automobiles produced in India.
According to Society of Indian Automobile Manufacturers statistics for the year 2009 -
2010,twowheelers comprise 76.49% of market share among the vehicles produced in India.
The production share of two wheelers is quite similar to the marketshare.
The two-wheeler industry comprises around 74% of the total automobiles produced in India.
The SIAM data for the year 2009-10 states that 8,418,626two wheelers were produced during
the year against 11,175,479vehicles produced during the year. India emerged as Asia's fourth
largest exporter of automobiles, behind Japan,South Korea and Thailand. India’s automobile
sector consists of the passenger cars and utility vehicles, commercial vehicle, two wheelers
and tractors segment. The total market size of the auto sector in India is approximately Rs540
billion and has been growing at around 8 percent per annum for the last fewyears. Since the
last four to five years, the two wheelers segment has driven theoverall volume growth
because of the spurt in the sales of motorcycles. However, lately the passenger cars and
commercial vehicles segment has alsoseen a good growth due to high discounts, lower
financing rates and a pickup in industrial activity respectively.
Major automobile manufacturers in India include MarutiUdyog Ltd., General Motors India,
Ford India Ltd.,Eicher Motors, Bajaj Auto, Daewoo Motors India, Hero Honda Motors,
Hindustan Motors, Hyundai Motor India Ltd., Royal Enfield Motors, TVS Motors
andSwarajMazda Ltd. With the economy growing at 9% per annum and increasing
purchasing power there has been a continuous increase in demand for automobiles.

INDIAN TWO-WHEELER MARKET:
Ever since the old scooter was replaced with the flurry of vibrant two wheeler models, Indian
two-wheeler industry has seen a phenomenal change in the way they perceive the Indian
market.
Two wheeler manufacturers are now competing in an ever-growing consumer market
by bringing out new products and features. The country has now grown into the second
largest producer of two wheelers in the world. Currently there are around 10 two-
wheeler manufacturers in the country, and they are Bajaj, Hero, Hero Honda, Honda,
Mahindra/Kinetic, Royal Enfield, Suzuki, TVS, and Yamaha. There have been various
reasons behind this growth. Because of poor public transport system, the citizens found
convenience in two wheelers. Added to this is the fact that the average Indian still does not
have the purchasing capacity for a more expensive, four wheeler.
The story of Mr. Ratan Tata inspired by a family of four members travelling in Indian roads,
not concerned about safety and the evolution of the idea of TATA Nano has been quite
famous globally. The Indian two wheeler industries can be divided into motorcycles, scooters
and mopeds. The consumer has changed his preference from mopeds to scooters and then to
motorcycles. The trends seen in the past few years include females increasingly using two-
wheelers for their personal commutation and various two-wheeler manufacturers designing
vehicles specially to cater to needs of this segment
.
One of the earliest revolutions in this industry was Kinetic introduction of theconcept of
electronic/self-start and automatic gears, which made two wheelers comfortable and useable
by women, when compared to old Bajaj Chetakadvertisements, which showed middle-aged
females riding a Bajaj Chetak scooter.
A recent trend in the industry has been electric vehicles, which mostly leverage on their eco-
friendliness and low operating costs, but is still not accepted well due to the lack of reputation
of the manufacturers and lack of trust on technology, which is still being perceived in the
nascent stages, especially battery and inverters which prove to be very expensive
components. TVS recently leveraged this opportunity by launching a hybrid model of their
non-geared scooter TVS Scooty. The end of the last decade saw Bajaj taking aradical

decision to do away with the Scooter range and completely concentrate on motorcycles,
especially stating change in customer’s preference as the main reason. The customers are left
without a choice in most cases than to migrate from the traditional scooters of the Indian
family to the all-youthful bikes.
TOP EXPORT DESTINATIONS:

The Indian Automobile industry has attained new heights in the last ten years. It has seen the
vehicle production growing rapidly and industry has been making significant contribution to
the employment, directly and indirectly, and also to kitty of indirect taxes. Today, all major
OEMs are in India and many of them have made India a hub for their small cars and exports.
In December 2006, Government had formulated a ten-year Automotive Mission Plan with an
aim to achieve domestic vehicle market of $82-119bn by 2016 and $12bn export of vehicles.
It also aimed at making India7th largest vehicle producing country in the world by 2016.
And, we have already achieved this milestone in 2010, which is good six years ahead of the
target.
In this category, SAARC countries have been one of the key destinations for Indian exports
with three of the SAARC countries, Sri Lanka, Bangladesh and Nepal featuring in the top 6
export destinations for Indian two wheelers segment. However, exports to Sri Lanka, which
used to bethe largest importer of two wheelers from India in 2006-07, have fallen byalmost
20% since 2006-07 to reach a level of $ 63mn of exports in 2009-10.
The top most destinations for exports in this segment is Nigeria whichimported two
wheelers worth $ 103mn in the year 2009-10 up from $ 85mnin 2008-09, a growth of 21%
approximate. In fact, Nigeria has emerged as one of the fastest growing destination for Indian
two wheeler exports over past 4 years. India exported two wheelers worth merely $ 6mn in
Nigeria in2006-07 which has grown by 15 times to reach an export level of $ 103mnin 2009-
10. Amongst the top 5 export destinations in this segment, Colombia experienced the highest
increase in growth of imports from Indian 2009-10. Exports of two wheelers to Colombia
increased by 45% in2009-10 over 2008-09.
FUTURE PROJECTIONS:
The Indian automobile industry is expected to grow to US$ 40bn by 2015from the current
level of US$ 10bn in 2009. By the year 2016, the industry is expected to contribute 10% of

the nation’s GDP. The industry manufacturers over 11 million vehicles a year employing
more than three million people.
The greatest challenge and competition would be from the Chinese automobile industry. It
has been able to give stiff competition to India in terms of productivity, cost of manufacturing
and technology. Again the present trend of excess manufacturing capability, reduced margins
put additional pressure on the industry.
Two wheeler industry gains more profit considering the scenario of traffic and roads in India,
and the rate at which infrastructure is growing in comparison with the market, any fool will
prefer to travel in a two wheeler (for regular use, not for picnic or time pass or once in a
while trips). For the simple reason that, with a two-wheeler, sneaking anywhere is far
easier than a four wheeler. And definitely faster too. Thencomes the bigger problem of
parking. Two wheelers can be parked anywhere on the road, but tthat is not the case with a
four-wheeler. Therefore, the whole point is unless there is some way where these two issues
are addressed.
It gives the optimistic view about the industry and the overall industry shows growths, which
recommend the investors to keep a good watch on the major’s players to benefit in terms of
returns on their investments.
RECENT TRENDS IN TWO-WHEELER SECTOR:

The global motorcycle demand has been growing at 6-7% pa and is estimated to be about 80-
85 million units per annum. India has emerged as one of the key players with a domestic
market that is nearly about 11%of the global market and growing significantly faster. The
high base implies that India and Indian companies are set to enter a stage where they are
likely to be the preferred suppliers for motorcycles. This is likely to lead to further
innovations and efficiency gains.
The Indian market is significantly different with the segment below 150 cc being the
dominant segment. This is unlike the developed world, where it is the larger bikes
that dominate the market volumes. Indian consumption is also likely to shift significantly
toward international trends, but in the near future, it is the smaller bikes that will remain the
mainstay.

At present as many as 72% of the bikes are in the entry segment (defined as 75 to 125 cc),
and 27% are in the executive segment (defined as 125-250 cc). Only 1% of the bikes are in
the premium segment.
The premium segment is expected to continue to be a niche segment andits share is not
expected to grow beyond 2-2.5% over the next decade. However, that itself implies that it
will be a market of about 200,000 to250,000 annual units, which is substantial and attractive.
(As a comparison, the declining Japanese market currently consumes only about 350,000
motorcycles annually in the above-250 cc category, having fallen sharply over the past few
years).

COMPANY OVERVIEW

HISTORY OF YAMAHA MOTORS:
Paving the Road to Yamaha Motor Corporation
"I want to carry out trial manufacture of motorcycle engines." It was from these words
spoken by GenichiKawakami (Yamaha Motor's first president) in 1953, that today's Yamaha
Motor Company was born.

"If you're going to do something, be the best."
Genichi Kawakami
Genichi Kawakami was the first son of Kaichi Kawakami, the third-generation president of
Nippon Gakki (musical instruments and electronics; presently Yamaha Corporation). Genichi
studied and graduated from Takachiho Higher Commercial School in March of 1934. In July
of 1937, he was the second Kawakami to join the Nippon Gakki Company. He quickly rose
to positions of manager of the company's Tenryu Factory Company (musical instruments)
and then Senior General Manager, before assuming the position of fourth-generation
President in 1950 at the young age of 38.
In 1953, Genichi was looking for a way to make use of idle machining equipment that had
previously been used to make aircraft propellers. Looking back on the founding of Yamaha
Motor Company, Genichi had this to say "While the company was performing well and had
some financial leeway, I felt the need to look for our next area of business. So, I did some
research." He explored producing many products, including sewing machines, auto parts,
scooters, three-wheeled utility vehicles, and motorcycles. Market and competitive factors led
him to focus on the motorcycle market. Genichi actually visited the United States many times
during this period.
When asked about this decision, he said, "I had my research division chief and other
managers visit leading motorcycle factories around the country. They came back and told me
there was still plenty of opportunity, even if we were entering the market late. I didn't want to
be completely unprepared in this unfamiliar business so we toured to German factories before
setting out to build our first 125cc bike. I joined in this tour around Europe during which my
chief engineers learned how to build motorbikes. We did as much research as possible to
insure that we could build a bike as good as any out there. Once we had that confidence, we
started going."

"If you are going to make it, make it the very best there is." With these words as their motto,
the development team poured all their energies into building the first prototype, and ten
months later in August of 1954 the first model was complete. It was the Yamaha YA-1. The
bike was powered by an air-cooled, 2-stroke, single cylinder 125cc engine. Once finished, it
was put through an unprecedented 10,000 km endurance test to ensure that its quality was
top-class. This was destined to be the first crystallization of what has now become a long
tradition of Yamaha creativity and an inexhaustible spirit of challenge.
The first Yamaha motorcycle... the YA-1
Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built and production
began on the YA-1. With confidence in the new direction that Genichi was taking, Yamaha
Motor Co. Ltd. was founded on July 1, 1955. Staffed by 274 enthusiastic employees, the new
motorcycle manufacturer built about 200 units per month.
That same year, Yamaha entered its new YA-1 in the two biggest race events in Japan. They
were the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In these debut races
Yamaha won the 125cc class and the following year the YA-1 won again in both the Light
and Ultra-light classes of the Asama Highlands Race.
By 1956, a second model was ready for production. This was the YC1, a 175cc single
cylinder two-stroke. In 1957 Yamaha began production of its first 250cc, two-stroke twin, the
YD1.
Based on Genichi's firm belief that a product isn't a product until it can hold it's own around
the world, in 1958 Yamaha became the first Japanese maker to venture into the international
race arena. The result was an impressive 6th place in the Catalina Grand Prix race in the
USA. News of this achievement won immediate recognition for the high level of Yamaha
technology not only in Japan but among American race fans, as well. This was only the start,
however.

The first Yamaha to compete in America(1957)
Yamaha took quick action using the momentum gained in the USA and began marketing their
motorcycles through an independent distributor in California. In 1958, Cooper Motors began
selling the YD-1 250 and the MF-1 (50cc, two-stroke, single cylinder, step through street
bike). Then in 1960, Yamaha International Corporation began selling motorcycles in the USA
through dealers.
With the overseas experiences under his belt, in 1960, Genichi then turned his attention to the
Marine industry and the production of the first Yamaha boats and outboard motors. This was
the beginning of an aggressive expansion into new fields utilizing the new engines and FRP
(fiberglass reinforced plastic) technologies. The first watercraft model was the CAT-21,
followed by the RUN-13 and the P-7 123cc outboard motor.
In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by

developing the Auto lube System. This landmark solution was a separate oil injection system
for two-stroke models, eliminating the inconvenience of pre-mixing fuel and oil.
Yamaha was building a strong reputation as a superior manufacturer which was reflected in
its first project carried out in the new Iwata, Japan Plant, built in 1966. (The YMC
headquarters was moved to Iwata in 1972.) Toyota and Yamaha teamed up to produce the
highly regarded Toyota 2000 GT sports car. This very limited edition vehicle, still admired
for its performance and craftsmanship, created a sensation among enthusiast in Japan and
abroad.
Genichi said, "I believe that the most important thing when building a product is to always
keep in mind the standpoint of the people who will use it." An example of the commitment to
"walking in the customers' shoes" was the move in 1966 by Yamaha to continue its
expansion. Overseas motorcycle manufacturing was established in Thailand and Mexico. In

1968, the globalization continued with Brazil and the Netherlands. With manufacturing bases,
distributors and R&D operations in a market, Yamaha could be involved in grassroots efforts
to build products that truly met the needs of each market by respecting and valuing the
distinct national sensibilities and customs of each country. Yamaha continues that tradition,
today.
By the late 1960s, Yamaha had quality products that had proven themselves in the global
marketplace based on superior performance and innovation. Distribution and product
diversity were on the right track. But Genichi knew that beyond quality, success would
demand more. He had this view on the power of original ideas. "In the future, a company's
future will hinge on ideas over and above quality. Products that have no character, nothing
unique about them, will not sell no matter how well made or affordable and that would spell
doom for any company."
He also knew that forward vision, walking hand in hand with original ideas, would create an
opportunity for the company and its customers that could mean years of happiness and
memorable experiences. Genichi said, "In the business world today, so many people are
obsessed with figures. They become fixated on the numbers of the minute and without them
are too afraid to do any real work. But in fact, every situation is in flux from moment to
moment, developing with a natural flow. Unless one reads that flow, it is impossible to start
out in a new field of business. "A real-world illustration of this belief is the Yamaha DT-1.
The world's first true off-road motorcycle debuted in 1968 to create an entirely new genre we
know today as trail bikes. The DT-1 made a huge impact on motorcycling in the USA
because it was truly dirt worthy. Yamaha definitely "read the flow" when it produced the
250cc, single cylinder, 2-stroke, Endure that put Yamaha On/Off-Road motorcycles on the
map in the USA. The DT-1 exemplified the power of original ideas, forward vision, and
quick action coupled with keeping in mind the customers' desires.
In years to come Yamaha continued to grow (and continues to this day). Diversity increased
with the addition of products including snowmobiles, race kart engines, generators, scooters,
ATV's, personal watercraft and more. Genichi Kawakami set the stage for Yamaha Motor
Company's success with his vision and philosophies. Total honesty towards the customer and
making products that hold their own enables the company that serves people in thirty-three
countries, to provide an improved lifestyle through exceptional quality, high performance
products.

Genichi Kawakami's history with Yamaha was long and rich. He saw the new corporate
headquarters in Cypress, California and the 25th Anniversary of Yamaha become a reality in
1980. He also watched bike #20 million roll off the assembly line in 1982. Genichi passed
away on May 25, 2002 yet his vision lives on through the people and products of Yamaha,
throughout the world.
ABOUT INDIA YAMAHA MOTOR PVT LTD.
Yamaha Motor made its initial foray into India in 1985 as a joint-venture. In August 2001, it
became a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co.,
Ltd. entered into an agreement with YMC to become a joint-investor in India Yamaha Motor
Private Limited (IYM).
IYM's manufacturing facilities comprise of 3 State-of-the-art Plants at Surajpur (Uttar

Pradesh), Faridabad (Haryana) and Kanchipuram (Tamil Nadu). The infrastructure at these
plants supports production of two-wheelers and parts for the domestic as well as overseas
markets.
IYM is highly customer-driven and has a country-wide network of over 2,200 customer
touch-points including 500 dealers. Presently, its product portfolio includes Sports models
such as YZF-R15 version 2.0 (149 cc), YZF-R15S (149 cc); Blue-Core Technology enabled
models such as FZ-S FI (Fuel-Injected, 149 cc), FZ FI (Fuel-Injected, 149 cc), Fazer FI
(Fuel-Injected, 149 cc), SZ-RR version 2.0 (149 cc), Saluto (125 cc), Saluto RX (110 cc),
Fascino (113 cc), Cygnus Alpha (113 cc), Cygnus Ray Z (113 cc), Cygnus Ray ZR (113 cc)
as well as imported models comprising of MT-09 (847cc), VMAX (1,679 cc), YZF-R1M
(998 cc) and YZF-R1 (998 cc).
The other Yamaha Motor Group Companies in India include:

Yamaha Motor India Pvt. Ltd. (YMI) is a 100% subsidiary of YMC and functions as the
regional headquarters and corporate control body of India business operations for YMC. YMI
is responsible for Corporate Planning & Strategy, Business Planning & Business Expansion
and Quality & Compliance Assurance of Yamaha India Business.
Yamaha Motor India Sales Pvt. Ltd. (YMIS) is a 100% subsidiary of YMC and supports
IYM to market and sell its motorcycles & scooters in domestic as well as export markets.
Yamaha Motor Research & Development India Pvt. Ltd. (YMRI) is a 100% subsidiary of
YMC and has been established by YMC to provide R&D and Product development services
to IYM for its domestic as well as export markets. YMRI is the fifth overseas R&D
headquarters for Yamaha Motor Group following Italy, Taiwan, China, and Thailand.
VISION:
We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating
Kando" (touching their hearts) - the first time and every time with world class products &
services delivered by people having "passion for customers".
MISSION:
We are committed to:
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA
products, focusing on serving our customer where we can build long term relationships by
raising their lifestyle through performance excellence, proactive design & innovative
technology. Our innovative solutions will always exceed the changing needs of our customers
and provide value added vehicles.
Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop them
to achieve international level of professionalism with progressive career development. As a
good corporate citizen, we will conduct our business ethically and socially in a responsible
manner with concerns for the environment.

Grow through continuously innovating our business processes for creating value and
knowledge across our customers thereby earning the loyalty of our partners & increasing our
stakeholder value.
CORE COMPETENCIES:
Customer #1
We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we
provide. We work hard to achieve what we commit & achieve results faster than our
competitors and we never give up.
Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyone's contribution is equally important for our
success.
Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to
others and participate in healthy & frank discussions to achieve the organization's goals.

COMPANY PROFILE

COMPANY PROFILE
Name : DakshaMotors, Hubli.
Address : Daksha Motors, Hayat complex,Unkal
Cross P B Road, Hubli-58031
Land acquisition : 2011
Year of establishment : July 2012
Competitors : Hero, Honda, Bajaj, Suzuki, and TVS
Products : R15, FZS, FAZER, ZS, SS125, YBR110,
CRUX, ALFA, RAY Z& RAY.
Authorized Dealers : Sales, Service, and Spare parts
Ownership pattern : Sole ownership
Area of operation : Regional – covering Hubballi.
Future growth : Establishing branches in other districts
Work flow model : Top to bottom.
E-mail : Yamaha.daksha.co.in
Number of Staff : 18

ORGANIZATION STRUCTURE OF DAKSHA MOTORS
Virupaxi Pattanshetti (M.D)
General Manager
Sales Spares Service Billing/Admin RTO
Customer sales Works manager Accountant
Workshop sales
Mechanics
Sales executives
Expert Head washing/helper

PRODUCT LINE OF YAMAHA MOTORS:
FZS VERSION 2.0:
SPECIFICATIONS:
Engine type :Liquid-cooled, 4-stroke, SOHC, 4-valve
Displacement: 149cc
Maximum power: 17PS/ 8,500rpm
Maximum torque: 15N.m / 7,500rpm
No of Gears :5
Ground clearance : 160mm
Kerb/Wet Weight : 132 KG
Fuel Tank Capacity :12litres

YZF R15 VERSION 2.0:
SPECIFICATIONS:
Engine type :Liquid-cooled, 4-stroke, SOHC, 4-valve
Displacement: 149cc
Maximum power: 17PS/ 8,500rpm
YZF R15S:
SPECIFICATIONS:
Engine type: Liquid-cooled, 4-stroke, SOHC
Displacement: 149 cc
Maximum power: 12.2kw@ 8,500rpm

FZ F1
SPECIFICATIONS:
Engine type: Air cooled, 4-stroke, SOHC, 2-valve
Displacement: 149cc
Maximum output: 9.7 kW (13.2PS) / 8000 rpm
Maximum torque: 12.8 N.m (1.3 kg f.m) / 6000 rpm
SALUTO:
SPECIFICATIONS:
Displacement: 125cc
Maximum Horse Power: 6.1kW(8.3PS)/7000r/min
Maximum torque: 10.1N・m(1.0kgf・m)/4500r/min

SZ-RR Version 2.0:
SPECIFICATIONS:
Displacement: 149cc
Maximum output: 12.1PS / 7500 rpm
Maximum torque: 12.8 Nm / 6000 rpm
SALUTO RX:
SPECIFICATIONS:
Displacement: 110cc
Maximum Horse Power: 5.5kW(7.5PS)/7000r/min
Maximum torque: 8.5N.m(0.9kgf.m)/4500r/min

FASCINO
SPECIFICATIONS:
Engine type: Air-cooled, 4-stroke, SOHC, 2-valve
Displacement: 113 CC
Maximum Horse Power: 7.1PS /7,500 rpm
Maximum torque: 8.1 N.m / 5000 rpm
ALPHA:
SPECIFICATIONS:
Displacement: 113 cc
Maximum horse power: 7.2 PS / 7500 rpm
Maximum torque: 8.1 N.m(0.8kgf.m) / 5000 rpm

RAY Z:
SPECIFICATIONS:
Displacement: 113.0cc
Maximum output: 7.2PS/7,500 rpm
Maximum torque: 8.1 N.m/5,000 rpm
RAY ZR:
SPECIFICATIONS:
Displacement: 113 CC
Maximum Horse Power: 5.3kw (7.2PS)/7500rpmMaximum Torque: 8.1Nm (0.8kgf-
m)/5000rpm

INTRODUCTION TO THE
STUDY

INTRODUCTION TO THE STUDY
Introduction to Customer Satisfaction:
Whether the buyer is satisfied after purchase depends on the offers performance in relation to
the buyer expectation. In general satisfaction are a person’s feelings of pleasure or
disappointment resulting from comparing a products perceived performance relation to his/her
expectations. If the performance falls short of expectation, the customer is dissatisfied. If the
performance matches, the expectation customer is satisfied. If the performance exceeds the
expectation the customer is highly satisfied.
Customer 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? Customer
satisfaction is a marketing tool and a definite value added benefit. It is often perceived by
customers as important as the primary product or service your organization offers. It looks at
what is involved from 3 different angles, the first is from the view of an organization wishing
to understand, and measures, how satisfied its customer are with the products and services they
receive from it. The second is from the perspective of a research agency that has been asked to
obtain feedback from customers and about their experiences when dealing with companies.
Finally, it considers the issue from the perspective of consumers who participate in surveys,
including both business customers and members of public.

Meaning and Definition:
Customer satisfaction is a business term, is a measure of how products and services supplied by
a company meet or surpass customer expectation. It is seen as a key performance indicator
within business and part of the four prospective of balanced scorecard.
In a competitive market place were businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy
customer satisfaction drives successful private sector business.
High performing businesses have developed principles and strategies for achieving customer
satisfaction. This paper presents a framework or set of ideas for using customer satisfaction
principles and strategies to improve the quality responsiveness, and possibility of public sector
privately provided services in vulnerable communities
The framework suggested that resident who live in tough neighborhoods can be supported
through customer satisfaction strategies to become empowered individuals who informed
perspectives influence decisions about what, how, when, and where services are available to
them.
Customer satisfaction is the customer’s response to the evaluation of the perceived discrepancy
between prior expectation and the actual performance of the product as perceived after its
consumption.
Cocotte, woodruff and Jenkins (1987) define customer satisfaction as "conceptualized as a
feeling developed from an evaluation of the experience."
HERE, the timing of satisfaction response is driving consumption.
BUT there is general agreement with kotler (2003) that "customer satisfaction is a person's
feeling of pleasure or disappointment resulting from comparing a products perceived
performance in relation to his or her expectation." In short customer satisfaction is "The
provision of goods or services which fulfill the customer expectation in terms of quality and
service, in relation to price paid."

IMPORTANCE OF CUSTOMER SATISFACTION
It costs at least 7 times more to source a new customer than it does to retain existing ones
'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell 14-15
people.
 Companies can boost profits anywhere from 25% to 125% by retaining a mere 5%
more of their exciting customers.
 Totally satisfied customers were 6 times more likely to use that services and
commend it than ' satisfied' customers.
 Customers who have a bad experience with you and do not complain are only 37%
likely to still do business with you.
 Customers who have an opportunity to complain and the complaint is achieved are
95% likely to still do business with you.
FACTORS OF CUSTOMER SATISFACTION

1. Service of quality
2. reliability of service
3. knowledge of the staff
4. Being kept informed of progress
5. The way service kept its promises
6. The way the service handled any problem Friendliness of staff
7. How sympathetic staff were to your needs
8. Speed of enquiries
9. Number of time had to contact the service.

NEED FOR THE STUDY
The study will be helpful to us in understanding what is customer satisfaction how

they feel, is it positive or negative towards the two wheeler & help the company to take
necessary actions to shrink the gap in customer driven standards.
The study also helped me in enhancing my knowledge about the factors that influence the
customer and it is also helpful to determine customer is favorable or unfavorable.
PROJECT TITLE:
“ A Study on Customer Satisfaction with respect to Yamaha FZ bike at Daksha Motors,
Hubli
OBJECTIVES:
 To study the factors influencing the sales of Yamaha FZ bikes.
 To know the customer perception towards Yamaha FZ bike.
 To study the overall satisfaction of customers towards the Yamaha FZ bike and
its dealer’s services.

Literature Review

( M. Sathish A. Pughazhendi Volume: 1
| Issue: 3
| December 2011)
Customer perception
His research paper is aimed to determine the customer’s perception towards the YAMAHA
SZ-X motorbike. The study has been conducted in Burdwan, a district town of West Bengal,
India. In total 100 respondents filled the questionnaire. The respondents were distributed on
the, basis of their age and income group. The degree of satisfaction of the customers for
Yamaha SZ-X motor bike has been measured on the basis of scale (excellent, good, average,
moderate, low, very poor etc.). Results reveal that consumers are very satisfied after using the
product. Further results show that there is a significant relation between the brand name and
the preference of customers. Hence, it has been recommended that the company should focus
on fuel economy, servicing cost of the bike inside the show room and spare parts prices of the
bike.
Duggani Yuvaraju
DurgaRao
(2014)
Customer Satisfaction
have made a study on, “Customer Satisfaction towards Honda Two Wheelers: A Case Study
in Tirupati”. The study has aimed to analyze the customer satisfaction of two wheelers. The
study has found that 60 per cent of the respondents have come to know Honda Bikes through
Advertisement media, 90 per cent of the respondents were completely satisfied with the
mileage and performance of the bike, 73 per cent are satisfied with pick-up of the Honda
Bike, 56 per cent of the respondents have attracted by the quality of the service. 50 per cent
of the respondents are satisfied with the design of the bike, 54 per cent of the respondents
have considered the price of the Honda, 60 per cent of the respondents have felt the
explanation were “excellent.” The study has concluded that there is a significant difference
among the preferable factors such as, mileage, pickup, price and desig
M Abdul Haneef, M Edwin Gnanadhas.

Mr. BA Abdul Karim,Mr. Vikas Singhal
(2006)
In his study of automobile Industry sector he has mentioned that the two-wheeler segment
has recorded significant change in the past 4-5 years. The market for motorcycles is growing
and its sale rose by 27 percent annually during the last four years. He pointed out that while
the market for motorcycles is growing that for mopeds and geared scooters is shrinking. This
change in the taste of the consumers is possibly due to the technological change. Also most of
the manufacturers like Hero Honda, Bajaj and TVS had reduced the prices of their entry level
motorcycles in order to capture a bigger share of the market.

Siddhartha.
S Mukherjee
(2002)
The Study reveals. That, the two-wheelers in India are used for variety of work such as
visiting people, carrying loads, outdoor jobs like selling and buying. In rural areas it helps
people to travel more frequently to nearby towns to their daily needs. The two-wheeler has
become a valuable support for increasing productivity and in turn the profit, besides help
as a personal mode of transportation.
M. Getha bai
(2011)
Factor influencing towards purchase of Two Wheeler decision making in India

Majority of two wheeler buyers are belong to middle income group i.e., with monthly income
of Rs. 10,000/- to Rs.15,000/-, followed by the income group more than Rs.15,000/- per
month
. • Employees and students are the major customer base for two-wheelers when compared to
others and further most of them are graduation as their educational qualification..
• Male customers still playing crucial role while making purchase of two-wheelers and it is
also seen drastic rise in number of female customer base not only as decision makers but also
influencing to buy ladies bikes such as Honda Activa, Pleasure, Scooty, Suziki,TVS- Wego,
etc.
As buyer has unlimited choice and they look for a two-wheeler from their point of view it and
two wheeler companies must address to the needs such as provision of mobile charger and so
on. Exclusive set of statements were prepared pertaining to the buyer behavior for two-
wheelers. Most of the respondents said that their perceptions and attitudes were influenced by
and Family members has been proved empirically through chi-square test and factor analysis
and among the family members influence Husband role is an important among others.

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY:
 Population: Customers in Hubballi city
 Research design: Descriptive Research.
“The type of research carried out was Descriptive Research, also known as
Statistical Research, describes data and characteristics about the population or
phenomenon being studied. Descriptive research answers the questions who, what,
where, when, why and how”.
 Sample Size: 100 respondents.
 Sample Unit: Existing customers in Yamaha FZ bikes.
 Sampling Technique: Non Probabilistic Convenience Sampling Method.
o Non-probabilistic: is a sampling technique where the samples are gathered in a

process that does not give all the individual in the population equal chances of
being selected.
o Convenience: is a non-probability sampling technique where subjects are
selected because of their convenient accessibility and proximity to the
researcher.
o
 Descriptive study
Descriptive study determines and reports the way things are. It has no control over what is,
and it can only measure what already exist. Or Descriptive research, also known
as statistical research, describes data and characteristics about the population or phenomenon
being studied. Descriptive research answers the questions who, what, where, when and how.
 Sources of Data Collection:
 Primary Data: Survey of consumers with the help of a questionnaire.
 Secondary Data: Company website, broachers.

 Data Collection instrument: Questionnaire.
 Data Analysis: Data is analyzed using SPSS.
 Time Duration of the project : Two Months.
 Questionnaire
A questionnaire is a research instrument consisting of a series of questions and other
prompts for the purpose of gathering information from respondents. Although they are
often designed for statistical analysis of the responses, this is not always the case.

DATA AND INTERPRETATION

1) Age
a) 18-25 b) 26-35 c) 36-45 d) 45Above
age
Cumulative
Frequency Percent Valid Percent Percent
Valid 18-25 63 63.0 63.0 63.0
26-35 32 32.0 32.0 95.0
36-45 5 5.0 5.0 100.0
Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 63% people are age between 18-25, 32% people are age between 26-
35 and 5% people are age between 36-45

Occupation : a) Student b) Employee c) Own Business d) Others
occupation
Cumulative
Valid student 64 64.0 64.0 64.0
employees 24 24.0 24.0 88.0
own business 11 11.0 11.0 99.0
others 1 1.0 1.0 100.0
Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 64% of people are Student, 24% people are Employees, 11% people
have their own Business and 1% of people are others

2) When did you purchase your Yamaha FZ bike?
a) 6 months back
b) 6 months to 1 year
c) 1 to 3 years
d) 3 to 5 years
e) Above 5 year
when did you purchase your Yamaha FZ bike ?

Frequency Percent Valid Percent Cumulative Percent
Valid 6 month back 11 11.0 11.0 11.0
6 month to 1 year 15 15.0 15.0 26.0
1-3 year 41 41.0 41.0 67.0
3-5 year 27 27.0 27.0 94.0
5 years above 6 6.0 6.0 100.0
Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 11% of customers are purchased 6 months back, 15% of customers
purchased between 6 month-1year back, 41% of customers are purchased between 1-3years
back,27% of customers are purchased between 3-5yers and 6% of customers are purchased 5
years back.

3) How do you find the performance of your Yamaha FZ bike?
Excellent Good Average Poor
how do you find the performance of your Yamaha FZ_bike ?

Valid excellent 11 11.0 11.0 11.0
good 43 43.0 43.0 54.0
average 33 33.0 33.0 87.0
poor 13 13.0 13.0 100.0
Total 100 100.0 100.0
Interpretation :Out of 100 respondents 11% of customers said it is Excellent in

performance, 43% of customers said it is good in performance, 33% of customers said it is
Average in performance and 13% of customers said it is Poor in performance

4) Rank from 1 to 5 regarding the purchase decision made.
a) Mileage
b) Low Maintenance Cost
c) Price
d) Brand & Style
e) Services
rank from 1 to 5 regarding the purchase decision made ?

Valid
Frequency Percent Percent Cumulative Percent
Valid mileage 1 28 28.0 28.3 28.3
mileage 2 39 39.0 39.4 67.7
mileage 3 5 5.0 5.1 72.7
mileage 4 13 13.0 13.1 85.9
mileage 5 14 14.0 14.1 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0

Cumulative
Valid low maintenance cost 1 27 27.0 27.3 27.3
low maintenance cost 2 3 3.0 3.0 30.3
Total 99 99.0 100.0
Total 100 100.0

Cumulative
Valid price 2 13 13.0 13.1 13.1
price 3 13 13.0 13.1 26.3
price 4 43 43.0 43.4 69.7
price5 30 30.0 30.3 100.0
Total 99 99.0 100.0
Total 100 100.0

Cumulative
Valid brand and style 1 26 26.0 26.3 26.3
brand and style 2 44 44.0 44.4 70.7
brand and style 3 16 16.0 16.2 86.9
brand and style 4 13 13.0 13.1 100.0
Total 99 99.0 100.0
Total 100 100.0

Cumulative
Valid service 1 18 18.0 18.2 18.2
service 2 13 13.0 13.1 31.3
service 3 26 26.0 26.3 57.6
service 4 13 13.0 13.1 70.7
service 5 29 29.0 29.3 100.0
Total 99 99.0 100.0
Total 100 100.0

Interpretation :
Out of 100 respondents 28% of customers gives 1 st rank to Mileage, 44% of customers gives
2nd rank to Brand & Style, 39% of customers gives 3 rd rank to Low Maintenance cost, 43% of
customers gives 4th rank to Price and 29% of customers gives 5 th rank to Service

5) Did the sales person spend sufficient time with you and explained
everything about the Yamaha FZ bike?
a) Yes b) No
did the sales person spend sufficient time with you and explained
everything about the Yamaha_FZ_bike
Cumulative
Valid Yes 92 92.0 92.9 92.9
No 8 8.0 8.1 100.0
Total 100 100.0 100.0
Total 100 100.0
Interpretation :
Out of 100 respondents 92% of customers are agreed that the sales executive spend sufficient
time with them and 8% said that they are not agree

6) Were you offered a test drive of your desired
Yamaha FZ bike?
a) Yes b) No
Were you offered a test drive of your desired FZ bike?

Cumulative
Valid yes 32 32.0 32.0 32.0
no 68 68.0 68.0 100.0
Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 32% of customers were offered Test drive and 68% of customers are
not offered to Test drive

7) Was the Yamaha FZ bike delivered to you on promised date and time?
b) Yes b) No
Was the FZ bike delivered on time and date?

Cumulative
Valid yes 92 92.0 92.0 92.0
no 8 8.0 8.0 100.0
Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 92% of customers said that they got vehicle in time and 8% of
customers said they did not get vehicle in time

8) Rate the satisfaction level with respect to purchase experience at Hubli
dealers
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
Rate satisfaction level with respect to purchase experience at Hubli dealers

Valid highly dissatisfied 5 5.0 5.0 5.0
dissatisfied 16 16.0 16.0 21.0
neutral 24 24.0 24.0 45.0
satisfied 43 43.0 43.0 88.0
highly satisfied 12 12.0 12.0 100.0
Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 12% of customers are Highly Satisfied with respect to purchase
experience at Hubli Dealers, 43% of customers are Satisfied, 24% of customers are Neutral,
16% of customers are Dissatisfied and 5% of customers are Highly Dissatisfied

9) How do you rate the following attributes?
Attributes Excellent Good Average Poor
Yamaha FZ
bike
Promotional
Offers
Sales
Executive
Interaction
How do you rate the following attribute with respect to Yamaha

FZ Bike?
Cumulative
good 48 48.0 48.0 70.0

average 19 19.0 19.0 89.0
poor 11 11.0 11.0 100.0
Total 100 100.0 100.0
( Yamaha FZ Bike)
Interpretation : Out of 100 respondents 22% of customers are said Yamaha FZ Bike is
Excellent, 48% of customers said it is Good, 19% of customers said it is Average and 11%
said it is Poor.

How do you rate the following attribute with respect to Promotional
Offers?
good 32 32.0 32.0 40.0
average 42 42.0 42.0 82.0
poor 18 18.0 18.0 100.0
Total 100 100.0 100.0
( Promotional Offers)
Interpretation :
Out of 100 respondents 8% of customers said that Promotional Offers are Excellent, 32% of
customers are said Good , 42% of customers said Average and 18% of customers are said
Poor

How do you rate the following attribute with respect to Sales
Executives Interaction
good 38 38.0 38.0 50.0
average 40 40.0 40.0 90.0
poor 10 10.0 10.0 100.0
Total 100 100.0 100.0
(Sales Executives Interaction)
Interpretation :
Out of 100 respondents 12% Of customers said Interaction with Sales Executives is was
Excellent, 38% of customers are said Good, 40% of customers are said Average and 10% of
customers are said Poor.

10) Are you satisfied with the Services from Hubli dealers?
a) Yes b) No
If Yes, rate the satisfaction level (tick any 1)

Highly satisfied Satisfied Neutral
If No, reason
Delay in service
All problems not attended
No respect shown to customers
No change in performance of Yamaha FZ bike
Any Other reason _________________________

Are you satisfied with the service from Hubli dealers?

Valid yes 59 59.0 59.0 59.0
no 41 41.0 41.0 100.0

Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 59% of customers are Satisfied with the Service from Hubli dealer
and 41 % of customers are Not Satisfied with Service.

satisfaction levels
Cumulative
Valid highly satisfied 15 15.0 25.4 25.4
Satisfied 27 27.0 45.8 71.2
Neutral 17 17.0 28.8 100.0
Total 59 59.0 100.0
Total 100 100.0
Interpretation :
Out of 59 Satisfied Customers 15 Customers are Highly Satisfied with Service given by
Hubli Dealer, 27 customers are Satisfied and 17 customers are Neutral.

Reasons for not satisfied
Valid delay in service 10 10.0 24.4 24.4
all problems not attended 15 15.0 36.6 61.0
no respect shown to customers 6 6.0 14.6 75.6
no change in performance of bike 9 9.0 22.0 97.6
any others 1 1.0 2.4 100.0
Total 41 41.0 100.0
Total 100 100.0
Interpretation :
Out of 41 Not Satisfied customers, 10 customers said Delay in Service, 15 customers said All
problems not attended, 6 customers said No respect shown to customers, 9 customers said No
change in performance in FZ bike and 1 customer give other reason

11) The perform of your Yamaha FZ bike?
a) Was better than expected
b) Matched expectation
c) Was worse than expected
The perform of your Yamaha FZ_bike ?

Cumulative
Valid was better than expected 28 28.0 28.0 28.0
matched expectation 53 53.0 53.0 81.0
was worse than expected 19 19.0 19.0 100.0
Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 28% of customers are said Performance of our FZ bike was better
than Expected, 53% of customers are said Matched Expectation and 19% of customers are
said was Worse than expected.

12) How do you rate Yamaha FZ bike in comparison to other companies
that offer the similar segment bikes and services?
a) Much Higher
b) Somewhat Higher
c) Same
d) Somewhat Lower
e) Much Lower
f) Don’t know / Can’t Say
How do you rate Yamaha FZ bike in comparison to others companies that offer
the similar segment bikes and service
Valid much higher 13 13.0 13.0 13.0
some what higher 34 34.0 34.0 47.0
Same 32 32.0 32.0 79.0
some what lower 16 16.0 16.0 95.0
much lower 5 5.0 5.0 100.0
Total 100 100.0 100.0

Interpretation :
Out of 100 respondents 13 % of customers said FZ bike is Much Higher in
comparison to other companies, 34% of customers said Somewhat Higher,32% of
customers are said Same,16% of customers are said Somewhat Lower and 5% of
customers said Much Lower.

13) How likely would you purchase again another Yamaha FZ bike in
future?
a) Very Likely
b) Somewhat Likely
c) Neutral
d) Somewhat Unlikely
e) Very Unlikely
How likely would you purchase again another Yamaha FZ bike in future
Cumulative
Valid very likely 11 11.0 11.0 11.0
somewhat likely 31 31.0 31.0 42.0
neutral 38 38.0 38.0 80.0
somewhat unlikely 17 17.0 17.0 97.0
very unlikely 3 3.0 3.0 100.0
Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 11% of customers are Very likely to purchase another Yamaha FZ
Bike in future, 31% of customers are Somewhat Likely, 38% of customers are Neutral, 17%
of customers are Somewhat Unlikely and 3% of customers are Very Unlikely.

14) Do you recommend to purchase Yamaha FZ bikes to others?
a) Yes b) No
Do you recommend to purchase Yamaha FZ bike to others ?

Valid yes 63 63.0 63.0 63.0
no 37 37.0 37.0 100.0
Total 100 100.0 100.0
Interpretation :
Out of 100 respondents 63% of customers are recommend to purchase Yamaha FZ bikes to
Others and 37% of customers are don’t like to recommend Yamaha FZ bike to others.

SUMMARY OF
FINDINGS

Important findings
1. According to Table 1 : 63% of customers are purchased Yamaha FZ Bike are the age
between 18-25 so it shows most of the youngsters are likely to buy this Bike.
2. According to Table 2 : 64% of customers those who purchased FZ biks are the
students.
3. According to Graph 3 : 43% of customers are felt Good with performance of Bike and
33% are felt Average in performance.
4. According to Graph 4 : 28% of customers gives 1 st rank to Mileage, 44% of customers

gives 2 nd rank to Brand & Style, and gives 5 th Rank to Service. So this indicates Hubli
dealers need to Improve in their quality of service.
5. According to Graph 5 : 92% of customers are happy with the sales persons.
6. According to Graph 6 : 68% of customers did not go for Test Ride.
7. According to Graph 7 : 92% customers are happy with respect to delivery in time and
date.
8. According to Graph 8 : 43% of customers are satisfied with respect to purchase

experience at Hubli dealers, 24% of customers are respond for this Neutral and 16%
of customers are Dissatisfied. So it shows out of 100 only 43% of customers are
satisfied.
9. According to Graph 9 : 48% of customers are said Yamaha FZ bike is Good and 19%
of customers said Average and 11% of customers said Poor.
10.According to Promotional offers 42% of customers are said Average and 18% of
customers are said Poor. So this indicates Dealer need to do some more Promotional
Offers.

11. According to satisfaction with respect to Service from dealer : 41% of customers said
that they are Not Satisfied. This shows dealer is not maintaining good quality of
service. Out of 41% of customers 15% of customers are complain towards not
attended all the problems, 10% of customers are said Delay in service and 9% of
customers said No changes in performance of the bike

SUGGESTIONS
1. 64% of customers who purchased this bike are Students so now Current Price of
Yamaha FZ bike is 1,05,365 (On road) company need to give some Discount in price
or Officially think to slightly reduce the Price.
2. Out of 100 half of the customers are felt that FZ bike is not good at Performance, So
company will work technically with respect to Performance and also need to
concentrate more on Service department.
3. Most of the customers gives 4 th Rank to Price and 5th Rank to service, So here
Company will think to reduce in the price of FZ Bike and Must need to give Good
quality of Service. Company need to have good efficiency of employees those who
are working under service department, and need to send them for Training camp.
4. Motivate the workers those who are part of service section and giving them Bonus for
festivals and increase in Incentives amount.
5. This survey said in your company 68% of customers are didn’t go for Test Ride so
here Sales Persons need to give test rides to the customers so it helps to understand
themselves about the FZ bike.
He can feel only when he rides so it is very important to give test rides to customers.
6. Survey said that company is Average with respect to Promotion, here in this case
company need to do more Advertisements like Banners in crowd areas and through
social medias.
Most of the students are addicted to Social Media, so company will need to use this
platform by Advertise through Social Medias.
Create Facebook account from this company can Updates their Offers, New vehicle
lunching, Low down payment schemes, Festival offers.

CONCLUSION
The project entitled “ A Study on Customer Satisfaction with respect to Yamaha FZ bike
at Daksha Motors, Hubli” The overall analysis of the study indicated that at present most of
the customers are overall satisfied towards Yamaha FZ bike. But not as much as satisfied
with the service given by Dealer.

Annexure

QUESTIONNAIRE
Dear Sir/Madam,
I am Neelakanth Patil, pursuing MBA at GLOBAL BUSINESS SCHOOL, HUBLI.
I have undertaken an Internship Project at Daksha Motors, Hubli for my academic purpose. I
request you to kindly fill in the questionnaire and help me complete the project.
The information given by you will be used for academic purpose only and will be kept
confidential.
Name : ______________________________
1) Occupation : _________________________
2) Age
a) 18-25 b) 26-35 c) 36-45 d) 45Above
3) When did you purchase your Yamaha FZ bike?

a) 6 months back
b) 6 months to 1 year
c) 1 to 3 years
d) 3 to 5 years
e) Above 5 years
4) How do you find the performance of your Yamaha FZ bike?

Excellent Good Average Poor

5) Rank from 1 to 5 regarding the purchase decision made.
a) Mileage
b) Low Maintenance Cost
c) Price
d) Brand & Style
e) Services
6) Did the sales person spend sufficient time with you and explained everything about
the Yamaha FZ bike?
a) Yes b) No
7) Were you offered a test drive of your desired Yamaha FZ bike?

a) Yes b) No
8) Was the Yamaha FZ bike delivered to you on promised date and time?
a) Yes b) No
9) Rate the satisfaction level with respect to purchase experience at Hubli dealers
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
10) How do you rate the following attributes?

Attributes Excellent Good Average Poor
Yamaha FZ
bike
Promotional
Offers
Sales
Executive
Interaction

11) Are you satisfied with the Services from Hubli dealers?
a) Yes b) No
If Yes, rate the satisfaction level (tick any 1)

Highly satisfied Satisfied Neutral
If No, reason
Delay in service
All problems not attended
No respect shown to customers
No change in performance of Yamaha FZ bike
Any Other reason ___________________________
12) The perform of your Yamaha FZ bike?

a) Was better than expected
b) Matched expectation
c) Was worse than expected
d) How do you rate Yamaha FZ bike in comparison to other companies that offer the
similar segment bikes and services?
a) Much Higher
b)Somewhat Higher
c)Same
d) Somewhat Lower
e) Much Lower
f) Don’t know / Can’t Say

13) How likely would you purchase again another Yamaha FZ bike in future?
a) Very Likely
b) Somewhat Likely
c) Neutral
d) Somewhat Unlikely
e) Very Unlikely
14) Do you recommend to purchase Yamaha FZ bikes to others?

a) Yes b) No
e) Any Suggestions
…………………………………………………………………………………………………
…………………………………………………………………………………………………
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Thank you

BIBLIOGRAPHY
 Company Profile and Information :

o www.Yamaha.com
o www.zigwheel.com/two_wheeler_industry.html
o www.Yamahamotor.in/annual-reports.asp
o www.autonews.com
o www.wikipedia.com
o www.Yamaha.daksha.co.in
 Reference books : Marketing Research.

: Yamaha Motorcycles Magazines
: Yamaha Brochures
 Data Analysis : SPSS.

Customer Satisfaction Study of Yamaha FZ Bikes

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Company Certificate

GLOBAL BUSINESS SCHOOL

A remarkable of Summer Internship Project in Daksha Motors, Hubli augmented my

Thanking you one and all

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I, Neelakanthagouda Patil (17MBA232) hereby declare that the Project titled

“A Study on Customer Satisfaction with respect to Yamaha FZ bike at Daksha

Motors, Hubli” submitted by me in partial fulfillment of the requirement for the

award of the degree of “Master of Business Administration” by Karnatak University,

any other degree or diploma.

Date: Neelakanthagouda Patil

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SL. NO DETAILS Page No

7 Data analysis and Interpretation 45

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 To study the factors influencing the sales of Yamaha FZ bikes.

 To know the customer perception towards Yamaha FZ bike.

NEED FOR THE STUDY

The study will be helpful to us in understanding what is customer satisfaction, how

 Population: Customers in Hubballi city.

 Research design: Descriptive Research.

 Sample Size: 100 respondents.

 Sample Unit: Existing customers of Yamaha FZs bikes.

 Sampling Technique: Non Probabilistic Convenience Sampling Method.

 Sources of Data Collection:

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 Data Collection instrument: Questionnaire.

 Data Analysis: Data is analyzed using SPSS.

 Time Duration of the project : Two Months.

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TOP EXPORT DESTINATIONS:

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RECENT TRENDS IN TWO-WHEELER SECTOR:

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The first Yamaha motorcycle... the YA-1

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In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by

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ABOUT INDIA YAMAHA MOTOR PVT LTD.

IYM's manufacturing facilities comprise of 3 State-of-the-art Plants at Surajpur (Uttar

The other Yamaha Motor Group Companies in India include:

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We are committed to:

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Frank & Fair Organization

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Name : DakshaMotors, Hubli.

Address : Daksha Motors, Hayat complex,Unkal

Cross P B Road, Hubli-58031

Land acquisition : 2011

Year of establishment : July 2012