A Study On Brand Preference Final

A STUDY ON CUSTOMER BRAND PREFERENCE TOWARDS 2018
YAMAHA MOTOR BIKES WITH SPECIAL REFERNCE TO

COIMBATORE CITY
CHAPTER-1
INTRODUCTION AND METHODOLOGY
SRI KRISHNA ARTS & SCIENCE COLLEGEPage 1

COIMBATORE CITY
1.1 INTRODUCTION:
Brand preference is the measure of brand loyalty in which a consumer will choose a
particular brand in presence of competing brands, but will accept substitutes if that
brand is not available. Brand loyalty refers to the extent of the faithfulness of consumers
to a particular brand, expressed through their repeat purchases, irrespective of the
marketing pressure generated by the competing brands.
In every product category, consumers have more choices, more information and higher
expectations than ever before. To move consumers from trail place to preference, brands
need to deliver on their value proposition, as well as dislodge someone else from the
consumer’s existing preference set.
Preference is a scale, and brands move up, down and even off that scale with and without
a vigilant brand management strategy. Pricing, promotional deals and product
availability all have tremendous impact on the position of brand in the consumer’s
preference set. If all things are equal, the best defense is to make the brand more relevant
to consumers than the competition.
The brands potential can only be fulfilled by continually reinforcing its perceived quality,
Up market identity and relevance to the consumer. The same branding activities that
drive awareness also drive preference. And, while awareness alone will not sustain
preference, it will improve the brand’s potential for building and maintaining preference.
People begin to develop preferences at a very early age. Within any product category, most consumers
have a group of brands that comprise their preference set. These are the four or five
upmarket brands the consumer will consider when making a purchase.
When building preference, the goal is to first get on the consumer’s preference sets, and then to move up
the set’s hierarchy to become the brand consumers prefer the most – their upmarket brand. Gaining
and maintaining consumer preference is a battle that is never really won. Definitions of brand preference
are as follows:
Selective demand for a company’s brand rather than a product; the degree to which consumers prefer
one brand over another.
The percentage of people who claim that a particular brand is their first choice. In every product
category, consumers have more choices, more information and higher expectations than ever before. To
move consumers from trial to preference, brands need to deliver on their value proposition, as well as
dislodge someone else from the consumer’s existing preference set. Preference is a scale, and brands
move up, down and even off the sacle with and without a vigilant brand management strategy. Pricing
promotional deals and product availability all have tremendous impact on the position of our brand in
the consumer’s preference set. If all things are equal, the best defence is to make us more relevant to
consumers than the competition

COIMBATORE CITY
1.2 TWO WHEELERS:

India is one of the largest manufacturers and producers of two-wheelers in the world.
India stands next to Japan and China in terms of the no.of two-wheelers produced and
domestic sales respectively. This difference was achieved due to many reasons like
restrictive policy followed by the Government of India towards the passenger car
industry, growing demand for personal transport, ineffectiveness in the public
transportation system etc. The Indian two-wheeler industry made a minute establishment
in the early 50s when Automobile Products of India (API) started manufacturing scooters
in the country. In the last few years, the Indian two wheelers industry has been
spectacular growth the country stands next to china and Japan in terms of production
and sales respectively. Majority of Indians especially the youngster prefer motorbikes
rather than cars. Capturing a large share in the two wheelers industry, bikes and scooters
cover major segment. Bikes are large variety of two wheelers that are available in the
market, known for the most recent technology and improved mileage Indian bikes,
mopeds stand for style and class for everyone in India.
The Indian two wheelers industry can be broadly classified into three major segments
i.e:-
1. Scooters
2. Motorcycles
3. Mopeds.
A number of t h e d o m e s t i c c o m p a n i e s p r o d u c e t o t h e a u t o m o b i l e i n d u s t r y
i n I n d i a a n d growing presence of multi -national investment to has increase
in overall growth. De-licensing in 1991 has put the Indian automobile industry
on a new growth track, attracting foreign auto gains to setup the production facilities in
the country to take advantage of various benefit it's offers. This took that
Indian automobile production from the 5.3 million units in the 2001 -02 to10.8
million unit in 2007-08.

COIMBATORE CITY
1.3 OBJECTIVES OF THE STUDY:

 To analyse the socio-economic profile of the respondents.
 To analyse the level of awareness about Yamaha among the respondents.
 To analyse the level of satisfaction towards Yamaha brand.
 To analyse the reason for preferring Yamaha brand.
1.4 SCOPE OF THE STUDY:

The research was carried out to find the factors which influence the consumer to prefer
the brand YAMAHA. The study projects that brand preference level changes with
various factors like features of the bike, brand name, service etc., This research is an
attempt to provide feedback to motorcycle manufacturer YAMAHA motors India Ltd.
So that they can bring out changes in various departments of their organization which
will help them in becoming number one motorcycle brand in India.
1.5 LIMITATIONS OF THE STUDY:

 The study is conducted among customers of Yamaha motor bikes.
 The respondent’s responses may have personal bias, which may not give true
picture about the preference towards Yamaha bikes.
 The sampling unit chosen in Coimbatore.
 Research is limited only to 100 respondents.
1.6 STATEMENT OF PROBLEM:

A variety of setting, environments, motivations and factors influence the people’s
preference to buy a certain brand of Yamaha bikes. Hence, it is increasingly important
for markets to understand how brand preference and buying pattern change across
people. So, this study is undertaken to understand how brand preferences and
consumption pattern of Yamaha bikes are in the city of Coimbatore.

COIMBATORE CITY
1.1.1 RESEARCH METHODOLOGY:

Research methodology is a way of systematically resolving the problem. The validity of
any research is based on systematic method of formulating the objectives, data collection,
analysis and interpretation.
This study is based on both primary data as well as secondary data. The primary data
were collected through questionnaires framed. Those questionnaires were the main tool
used for collecting the primary data and they were prepared in a systematic way with the
help of the guide. Secondary data were collected from newspapers, journals, magazines
and websites.
1.1.2 SAMPLE SIZE AND DESIGN:

The sample size is taken as a sample of 100 respondents and only those who have
knowledge about Yamaha Motors is considered as respondents.
1.1.3 RESEARCH DESIGN:

This study mainly done based on descriptive research.
1.1.4 SOURCES OF DATA:
PRIMARY DATA:
Primary data is that data which is collected for the first time. For the purpose of
collection of primary data, a well structured questionnaire was framed which was filled
by the respondents.
SECONDARY DATA:
Secondary data was collected mainly from websites, journals, magazines & newspapers.

COIMBATORE CITY
1.1.5 TOOLS USED FOR ANALYSIS:

The data collected from primary source were organized in an orderly form to frame
simple tables. The data distributed in these tables were analytically analyzed with the aid
of some statistical techniques. The following tools have been used to analyze the data with
reference to the selected objectives of the study.
 Simple percentage analysis

 Chi-square analysis
1.1.6 SIMPLE PERCENTAGE ANALYSIS:

Percentages are used to relate the relative terms and distribution of two or more series
of data. A simple calculation of frequencies from the data collected was the basis for
calculating the percentage of the different factors. Through the use of percentage; the
data are reduce in the standard form with base equivalent to 100%, which simplify
relative comparisons. Also descriptive form of the percentage analysis is shown in the
form of graphs and charts.
Percentage = Number of respondents/ Total number of respondents*100
1.1.7 CHI-SQUARE TEST:

It is any statistical hypothesis test in which the sampling distribution of the test statistic
is a chi-square distribution, when the null hypothesis is accurate, or any in which this is
asymptotically true, meaning that the sampling distribution (If the null hypothesis is true)
can be made to approximate a chi-square distribution as closely as anticipated by making
the sample size large enough.
(O-E)^2
Chi-square = -----------------
E
Where, O = observed frequency E = expected frequency
Expected frequency is calculated as follows
Row total x column total

Expected value = --------------------------------------------

COIMBATORE CITY
Grand total
Degree of freedom = (r-1) x (c-1) Where, R = Number of rows C = Number of columns

COIMBATORE CITY
CHAPTER-2
REVIEW OF LITREATURE

COIMBATORE CITY
REVIEW OF LITREATURE
M.Abdul Haneef, M.Edwin Gnanadhas, Mr.BA.Abdul Kareem, Mr.Vikas (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 taste of the consumers is possibly due to the
technological change. Also most of the manufacturers like Hero, Honda, Bajaj, TVS had
reduced the prices of their entry level motorcycles in order to capture a bigger share of
the market.
Mr. Subhadhip Roy (2006) SR.Mohnot (2002):
In his study of two wheelers he out form the standpoint of means of personal
transportation. The two-wheeler has become an expression of the owner’s personality.
The customer in making his choice does evaluate the product in terms of utility, fuel,
economy, reliability, maintenance, affordability, performance, good after-sales service at
reasonable cost, availability of spare parts at economical prices, looks, safety and comfort
and ease of riding for driving. Total sales of two-wheelers in first eight months of 2001-
2002 had increased to 2.70 million units from 1.33 million units in the corresponding
period of the preceding year.
Siddhartha and S.Mukherjee (2002):
The study reveals that, the two-wheelers in India are used for variety of work such as
visiting people, carrying loads, outdoors 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 helping as a personal mode of transportation.
Rajmani Singh and AS.Yasso (2001):
He also pointed out that a major part of growth in the two-wheeler industry has come
from motorcycles, which are considered fuel efficient, reliable and its suitability on rough
roads. As per his study, TVS, Suzuki, Hero, Bajaj dominates the two-wheeler scenes. The
study also says that due to stiff competition from automobile major Bajaj which is a
largest producer of scootrs the LML is facing considerably stiff competition. However,
dominance of this category has benn decliningbecause of shift in customer preferences
towards motor bikes.

COIMBATORE CITY
Lutz (1981):
In his study a perspective into consumer behaviour is motivated by a desire to understand

the relationship between attitude & behaviour.
A.Pugazhendhi, Volume: 1 (Issue 3;December 2011):
His research paper is aimed to determine the customer’s perception towards the
YAMAHA FZ motor bike. The study has been conducted in Burdwan, a district town in
West Bengal, India. In total 100 respondents filled the questionnaire. The respondents
were distributed on the basis of their age & income.
The degree of satisfaction of the customers for YAMAHA FZ 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
shows that there is a significant relation between the brand name and the preference of
consumers. Hence, it has been recommended that the company should focus on fuel
economy, servicing cost of the bike inside the showroom and spare parts of the bike.
R.Nair Suja, Volume:1 (Issue 8; November 2014)
The success of the firm will be determined by how effective it has been in meeting the
needs and wants by treating each customer as unique and offering products and services
to suit his/her needs.
Dr.N.Chandrasekaran investigated the wants of the customer are carefully studied by

conducting surveys on consumer behaviour. The study also helps to know various
marketing variables such as price and product features. This study will help gain
knowledge about the influence of consumer to prefer a particular brand and the problems
faced by them using such brands.
DR.S.K.Sinha & Ajay Wagh examined that India is one of the fastest growing
telecommunication markets of the twenty first century. The common man, artisans,
agricultural labours, vendors & workers from every walk of life are comfortably using
the services provided by telecom industries. The potential of capturing market segment
will surely depend upon understanding dynamics of customer’s preference.
According to Lewis & Boom, service quality is considered as a measure of how well the
service delivered matches customer’s expectations on providing a better service than the
customer expect. Organizational brand promotional strategies should be based on
developing innovative offers & products, developing cost friendly value driven packages
and tariffs, offering quality services after sales service & ability to make calls without
getting cut off & also to provide cheaper cost of calls to other networks.

COIMBATORE CITY
A number of both National and International customer satisfaction barometers or indices

have been introduced in the last decade. For the most part, these satisfaction indices are
embedded within a system of cause and effect relationships or satisfaction model. Yet
there has been little in the way of model development of critical importance to the validity
and reliability of such indices that the models and methods used to measure customer
satisfaction and related constructs continue to learn, adapt, and improve over time. The
primary goal of this research is to propose and test a number of modifications and
improvements to the national index models. Using survey data from the Norwegian
Customer Satisfaction Barometer (NCSB), we find general support for the proposed
modifications.
Customer satisfaction has taken on National & International significance with the
development of National Satisfaction Barometers and indices in Sweden (Fornell, 1992),
the United States (Fornell, 1996) and Norway (Anderson and Lin, 1998). Indices have also
been pilot tested in New Zealand, Austria, Korea and the European Union. Yet it remains
to be seen whether these indices will develop on a global level and importantly, in what
form of critical importance to the validity and reliability of such indices is that the models
and methods used to measure customer satisfaction and related constructs continue to
learn, adapt, and improve over time. The goal of this research is to facilitate this work
and in keeping with current return on quality research we position customer loyalty as
the key.

COIMBATORE CITY
CHAPTER-3
PROFILE OF THE STUDY

COIMBATORE CITY
PROFILE OF THE STUDY
3.1 COMPANY PROFILE:

Yamaha Motor Company Ltd is a Japanese manufacturer of motorcycles, marine
products such as boats and outboard motors, and other motorized products. The
company was established in 1995 upon split-up from Yamaha Corporation (however
Yamaha is the 5th largest shareholder with 3.58% of the shares, as of June 30, 2015), and
it is headquartered in Iwata, Shizuoka, Japan. The company conducts development,
production, marketing operations through 109 associated subsidiaries as of 2012, led by
Genichi kawakami, the company’s first president of its first product, the YA-1, in 1995.
The 125cc motor cycle won the 3rd Mount Fuji Ascent Race in its class.
The company’s products includes motorcycles, scooters, motorizes bicycles, boats, sail
boats, personal water craft, swimming pools, utility boats, outdoor motors, 4-wheel
ATVs, recreational off-road vehicles, go-kart engines, golf carts, multi-purpose engines,
electrical generators, water pumps, snow mobiles, small snow throwers, automobile
engines, surface mounter, intelligent machinery, industrial use unmanned helicopters,
electrical power units, wheelchairs & helmets. The company also involved in the import
and sales of various types of products, development of tourist and management of leisure,
recreational facilities and related services.
Yamaha made its final foray into India in 1985. Subsequently, it entered into a 50-50 joint
venture with the escorts group in 1996. But, in august 2001, Yamaha acquires its
remaining stake as well as bringing the Indian operations under its complete control as a
100% subordinate of Yamaha Motor Company Ltd, Japan. India Yamaha motors
operates from its state of the art manufacturing units at Faridabad in Haryana and
Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export
markets. With a strong workforce of 2000 employees, India Yamaha motor is highly
customer-driven and has a country wide network of over 400 dealers.
The company established the volume bike segment with the launch of its 100cc 2-stroke
motorcycle RX-100. Since then, it has announced an entire range of 2-stroke and 4-stroke
bikes in India.
3.2 VISION:
They well establish YAMAHA as the ”executive & trusted brand” of customers by
creating “kando” (touching their hearts) – the first time and every time with world class
products & services distributed by people having “passion for customer”.

COIMBATORE CITY
3.3 MISSION:
Be the exclusive & trusted brand renowned for marketing and manufacturing of
YAMAHA products, concentrating on serving their customer where they can build long
term relationships by raising their lifestyle through performance excellence, proactive
design & innovative technology. Their innovative solution will always exceed the
changing needs of their customers and provide value added vehicles.
Build the Winning team with capabilities for success, prosperous in a climate for action
& delivering results. Their employees are the most valuable assets and they anticipate to
develop them to achieve international level of professionalism with progressive career
development. As a good corporate citizen, they will conduct their business ethically and
socially in a responsible manner with anxieties for the environment.
Grow through constantly innovating our business process for creating value and
knowledge across their customers thereby receiving the loyalty of their partners &
increasing their stakeholder value.
3.4 YAMAHA AWARDS & RECOGNITIONS:

 Won 2009 Apollo Tyres & Auto India Best Brand Award.
 Yamaha VMAX won 2010 zig Wheels CBU superbike of the Year.
 ET zig wheels conferred 2010 bike of the year on Yamaha SZ-X.
 Yamaha SZ-R won motorcycle of the year above 150cc at Bike India Awards
2011.
 Yamaha Motor India won Two Wheeler Manufacturer of the year at the NDTV
cars & bikes awards in 2012.
 Yamaha R15 version 2.0 won 2012 bike variant of the year at Bike Indian Awards.
 Yamaha Alpha won scooter of the year at Bike India Awards 2015.

COIMBATORE CITY
CHAPTER-4
ANALYSIS & INTERPRETATION

COIMBATORE CITY
ANALYSIS & INTERPRETATION
4.1 SIMPLE PERCENTAGE ANALYSIS:

Percentages are used to relate the relative terms and distribution of two or more series
of data. A simple calculation of frequencies from the data collected was the basis for
calculating the percentage of the different factors. Through the use of percentage; the
data are reduce in the standard form with base equivalent to 100%, which simplify
relative comparisons. Also descriptive form of the percentage analysis is shown in the
form of graphs and charts.
Percentage = Number of respondents/ Total number of respondents*100

COIMBATORE CITY
4.1.1 TABLE SHOWING THE GENDER OF RESPONDENTS:
S.NO. PARTICULARS NO.OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1. MALE 76 76
2. FEMALE 24 24
TOTAL 100 100
INTERPRETATION:
In the above table, 76% of respondents are male and 24 % of the respondents are female.
The majority of responses are male.
CHART SHOWING THE GENDER OF

RESPONDENTS
24%
MALE
FEMALE
76%

COIMBATORE CITY
4.1.2 TABLE SHOWING THE AGE GROUP OF RESPONDENTS:

1. 18 YEARS – 22 80 80
YEARS
2. 22 YEARS – 26 10 10
YEARS
3. 26 YEARS – 30 6 6
YEARS
4. ABOVE 30 YEARS 4 4
TOTAL 100 100
INTERPRETATION:
In the above table, 80% of the respondents are 18 years - 22 years, 10% of the respondents
are between the age of 22 years – 26 years, 6% of the respondents are between 26 years –
30 years and 4% of the respondents are above the age of 30. In this, majority of the
respondents were aged between 18 years – 22 years.
CHART SHOWING THE AGE GROUP OF

RESPONDENTS
4%
6%
10%
18 YEARS – 22 YEARS
80%
ABOVE 30 YEARS

COIMBATORE CITY
4.1.3 TABLE SHOWING THE QUALIFICATION OF RESPONDENTS:

1. SCHOOL LEVEL 68 68
2. U.G 16 16
3. P.G 4 4
4. PROFESSIONAL 12 12
TOTAL 100 100
INTERPRETATION:
In the above table, 68% of the respondents are completed their School level, 16% of the
respondents are Under Graduates, 4% of the respondents are Post Graduates and 12%
of the respondents are Professionals. In this, majority of the respondents are qualified till
school level.
CHART SHOWING THE QUALIFICATION OF

RESPONDENTS
4% 12%
16% SCHOOL LEVEL

U.G
68% P.G
PROFESSIONAL

COIMBATORE CITY
4.1.4 TABLE SHOWING THE OCCUPATION OF RESPONDENTS:

1. STUDENT 84 84
2. BUSINESSMEN 2 2
3. GOVERNMENT 8 8
EMPLOYEE
4. PRIVATE 4 4
SECTOR
EMPLOYEE
5. PROFESSIONAL 2 2
TOTAL 100 100
INTERPRETATION:
In this table, 84% of the respondents are students, 2% of the respondents are
businessmens, 8% of the respondents are Government employees, 4% of the respondents
are Private Sector employees and 2% of the respondents are Professionals.
CHART SHOWING THE OCCUPATION OF

RESPONDENTS
4% 2%
2%
8%
STUDENT
BUSINESSMEN
GOVERNMENT EMPLOYEE
84% PRIVATE SECTOR EMPLOYEE
PROFESSIONAL

COIMBATORE CITY
4.1.5 TABLE SHOWING THE INCOME LEVEL OF RESPONDENTS:

1. BELOW 10000 42 42
2. 10001 – 15000 8 8
3. 15001 – 20000 28 28
4. ABOVE 20000 22 22
TOTAL 100 100
INTERPRETATION:
In this table, 42% of the respondents earn below RS.10,000, 8% of the respondents earn
RS.10,001 – RS.15,000, 28% of the respondents earn between RS.15,001 – RS.20,000 and
22% of the respondents earn above RS.20,000.
CHART SHOWING THE INCOME LEVEL OF

RESPONDENTS
22%
42%
BELOW 10000
10001 – 15000
28% 15001 – 20000
8% ABOVE 20000

COIMBATORE CITY
4.1.6 TABLE SHOWING THE AREA OF RESIDENCE OF THE

RESPONDENTS:
1. RURAL 12 12
2. SEMI-URBAN 40 40
3. URBAN 48 48
TOTAL 100 100
INTERPRETATION:
In this table, 12% of the respondents reside in Rural area, 40% of the respondents reside
in Semi-Urban area and 48% of the respondents reside in Urban area.
CHART SHOWING THE AREA OF RESIDENCE OF THE

RESPONDENTS
12%
48%
RURAL
40%
SEMI-URBAN
URBAN

COIMBATORE CITY
4.1.7TABLE SHOWING THE FAMILY TYPE OF THE RESPONDENTS:

1. NUCLEAR 82 82
2. JOINT FAMILY 16 16
3. EXTENDED 2 2
TOTAL 100 100
INTERPRETATION:
In this table, 82% of the respondents live as Nuclear family, 16% of the respondents live
as Joint Family and 2% of the respondents live as Extended type of family.
CHART SHOWING THE FAMILY TYPE OF THE

RESPONDENTS
2%
16%
NUCLEAR
JOINT FAMI8LY
82% EXTENDED

COIMBATORE CITY
4.1.8 TABLE SHOWING THE NUMBER OF FAMILY MEMBERS OF

THE RESPONDENTS:
1. BELOW 5 72 72
MEMBERS
2. 5 – 7 MEMBERS 22 22
3. ABOVE 7 6 6
MEMBERS
TOTAL 100 100
INTERPRETATION:
In the above table, 72% of the families have below 5 members, 22% of the families have
5 – 7 members and 6% of the families have above 7 members.
CHART SHOWING THE NUMBER OF FAMILY

MEMBERS OF THE RESPONDENTS
6%
22%
BELOW 5 MEMBERS
5 – 7 MEMBERS
72%
ABOVE 7 MEMBERS

COIMBATORE CITY
4.1.9 TABLE SHOWING THE LEVEL OF AWARENESS OF THE

RESPONDENTS:
1. YES 94 94
2. NO 6 6
TOTAL 100 100
INTERPRETATION:
In the above table, 94% of the respondents are aware about the YAMAHA brand and
6% of the respondents are not aware of YAMAHA.
CHART SHOWING THE LEVEL OF AWARENESS OF

THE RESPONDENTS
6%
YES
NO
94%

COIMBATORE CITY
4.1.10 TABLE SHOWING THE LEVEL OF KNOWLEDGE OF THE

RESPONDENTS:
S.NO. PARTICULARS NO.OF PERCENTAGE
RESPONDENTS OF
RESPONDENTS
1. FRIENDS 44 44
2. RELATIVES 10 10
3. TV 32 32
ADVERTISEMENTS
4. ONLINE 9 9
ADVERTISEMENTS
5. NEWSPAPERS 5 5
TOTAL 100 100
INTERPRETATION:
In the above table, 44% of the respondents were influenced by their friends, 10% of the
respondents were influenced by their relatives, 32% of the respondents were influenced
by TV advertisements, 9% of the respondents were influenced by Online advertisements
and 5% of the respondents were influenced by Newspapers.
CHART SHOWING THE LEVEL OF KNOWLEDGE OF THE

RESPONDENTS
9% 5%
44% FRIENDS
RELATIVES
32%
TV ADVERTISEMENTS
ONLINE ADVERTISEMENTS
10%
NEWSPAPERS

COIMBATORE CITY
4.1.11 TABLE SHOWING THE LEVEL OF SATISFACTION OF THE

RESPONDENTS:
1. HIGHLY 60 60
SATISFIED
2. SATISFIED 20 20
3. NEUTRAL 20 20
4. DISSATISFIED 0 0
5. HIGHLY 0 0
DISSATISFIED
TOTAL 100 100
INTERPRETATION:
In the above table, 60% of the respondents are Highly satisfied, 20% of the respondents
are Satisfied, 20% of the respondents felt Neutral and None of the respondents was not
Dissatisfied.
CHART SHOWING THE LEVEL OF SATISFACTION OF

THE RESPONDENTS
0%
0%
20%
HIGHLY SATISFIED
SATISFIED
20% 60% NEUTRAL
DISSATISFIED
HIGHLY DISSATISFIED

COIMBATORE CITY
4.1.12 TABLE SHOWING THE PREFERNCE LEVEL OF THE

RESPONDENTS:
1. DISK BREKING 33 33
SYSTEM
2. MILEAGE 40 40
3. ALLOY WHEELS 19 19
4. AFTER SALES 7 7
SERVICE
TOTAL 100 100
INTERPRETATION:
In the above table, 33% of the respondents prefer Disk Breaking System, 40% of the
respondents prefer Mileage, 19% of the respondents prefer Alloy Wheels and 7% of the
respondents prefer After-Sales Service.
CHART SHOWING THE PREFERNCE LEVEL OF THE

RESPONDENTS
7%
19% 33%
DISK BREKING SYSTEM

MILEAGE
ALLOY WHEELS
41% AFTER SALES SERVICE

COIMBATORE CITY
4.1.13 TABLE SHOWING THE LEVEL OF THE SATISFACTION OF

THE RESPONDENTS ON AFTER SALES SERVICE:
1. EXCELLENT 8 8
2. GOOD 64 64
3. SATISFACTORY 24 24
4. POOR 4 4
5. VERY POOR 0 0
TOTAL 100 100
INTERPRETATION:
In the above table, 8% of the respondents opted as Excellent, 64% of the respondents
opted as Good, 24% of the respondents opted as Satisfactory, 4% of the respondents
opted as Poor and none of the respondents opt Very Poor.
CHART SHOWING THE LEVEL OF THE

SATISFACTION OF THE RESPONDENTS ON AFTER
SALES SERVICE
0%
4% 8%
24%
EXCELLENT
GOOD
SATISFACTORY
64% POOR
VERY POOR

COIMBATORE CITY
4.1.14 TABLE SHOWING THE LEVEL OF IMPORTANCE OF THE

RESPONDENTS ON AFTER SALES SERVICE:
1. YES 83 83
2. NO 17 17
TOTAL 100 100
INTERPRETATION:
In the above table, 83% of the respondents say Free & Paid service are given same
importance and 17% of the respondents say they are not given same importance.
CHART SHOWING THE LEVEL OF IMPORTANCE OF

THE RESPONDENTS ON AFTER SALES SERVICE
17%
YES
83% NO

COIMBATORE CITY
4.1.15 TABLE SHOWING THE LEVEL OF PREFERNCE OF BIKES

AMONG THE RESPONDENTS:
1. YAMAHA RX-100 46 46
2. YAMAHA R15 22 22
3. YAMAHA FZ 14 14
4. YAMAHA RAY 15 15
5. YAMAHA CRUX 3 3
TOTAL 100 100
INTERPRETATION:
In the above table, 46% of the respondents prefer YAMAHA RX-100, 22% of the
respondents prefer YAMAHA R15, 14% of the respondents prefer YAMAHA FZ, 15%
of the respondents prefer YAMAHA RAY and #% of the respondents prefer YAMAHA
CRUX.
CHART SHOWING THE LEVEL OF PREFERNCE OF

BIKES AMONG THE RESPONDENTS
3%
15%
46% YAMAHA RX-100
14%
YAMAHA R15
YAMAHA FZ
YAMAHA RAY
22%
YAMAHA CRUX

COIMBATORE CITY
4.2 CHI-SQUARE TEST:

It is any statistical hypothesis test in which the sampling distribution of the test
statistic is a chi-square distribution, when the null hypothesis is accurate, or any in which
this is asymptotically true, meaning that the sampling distribution (If the null hypothesis
is true) can be made to approximate a chi-square distribution as closely as anticipated by
making the sample size large enough.
(O-E)^2
Chi-square = -----------------
E
Where, O = observed frequency E = expected frequency
Expected frequency is calculated as follows
Row total x column total

Expected value = --------------------------------------------
Grand total
Degree of freedom = (r-1) x (c-1) Where, R = Number of rows C = Number of columns

COIMBATORE CITY
4.2.1 TABLE SHOWING THE COMPARISION OF GENDER * LEVEL

OF SATISFACTION
LEVEL OF SATISFACTION
GENDER
1 2 3 4 5 Total
Female Count 3 8 9 5 0 25
% within gender 12.0% 32.0% 36.0% 20.0% .0% 100.0%
% within
37.5% 38.1% 45.0% 27.8% .0% 33.3%
satisfaction
% of Total 4.0% 10.7% 12.0% 6.7% .0% 33.3%
Male Count 5 13 11 13 8 50
% within gender 10.0% 26.0% 22.0% 26.0% 16.0% 100.0%
% within
62.5% 61.9% 55.0% 72.2% 100.0% 66.7%
satisfaction
% of Total 6.7% 17.3% 14.7% 17.3% 10.7% 66.7%
Total Count 8 21 20 18 8 75
% within gender 10.7% 28.0% 26.7% 24.0% 10.7% 100.0%
% within
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
satisfaction
% of Total 10.7% 28.0% 26.7% 24.0% 10.7% 100.0%
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
Pearson Chi-Square 5.752a 4 .218

Likelihood Ratio 8.186 4 .085
N of Valid Cases 75
INFERENCE:

COIMBATORE CITY
The P value 5.752 is > 0.05, Hence there is no significant relationship between the
gender of the respondents and satisfaction level of Yamaha bikes.

COIMBATORE CITY
4.2.2 TABLE SHOWING THE COMPARISON OF

AGE * AWARENESS
AGE AWARENESS
NO YES Total
18 YEARS - Count 3 51 54
% within age 5.6% 94.4% 100.0%
% within
100.0% 70.8% 72.0%
awareness
% of Total 4.0% 68.0% 72.0%
% within age .0% 100.0% 100.0%
% within
.0% 15.3% 14.7%
awareness
% of Total .0% 14.7% 14.7%
% within age .0% 100.0% 100.0%
% within
.0% 9.7% 9.3%
awareness
% of Total .0% 9.3% 9.3%
ABOVE 30 YE Count 0 3 3
% within age .0% 100.0% 100.0%
% within
.0% 4.2% 4.0%
awareness
% of Total .0% 4.0% 4.0%
Total Count 3 72 75
% within age 4.0% 96.0% 100.0%

% within
100.0% 100.0% 100.0%
awareness
% of Total 4.0% 96.0% 100.0%

COIMBATORE CITY
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)

N of Valid Cases 75
INFERENCE:
The P value 1.215 is > 0.05, Hence there is no significant relationship between the age of
the respondents and awareness about Yamaha bikes.

COIMBATORE CITY

COIMBATORE CITY
4.2.3 TABLE SHOWING THE COMPARISION OF INCOME * BIKE

PREFERENCE
INCOME LEVEL BIKE PREFERENCE
1 2 3 4 5 Total
ABOVE RS.20,000 Count 1 0 2 3 6 12
% within income 8.3% .0% 16.7% 25.0% 50.0% 100.0%
% within bike
25.0% .0% 22.2% 11.1% 25.0% 16.0%
preference
% of Total 1.3% .0% 2.7% 4.0% 8.0% 16.0%
BELOW RS.10,000 Count 1 6 5 12 7 31
% within income 3.2% 19.4% 16.1% 38.7% 22.6% 100.0%
% within bike
25.0% 54.5% 55.6% 44.4% 29.2% 41.3%
preference
% of Total 1.3% 8.0% 6.7% 16.0% 9.3% 41.3%
RS.10,001 - RS.1 Count 2 1 1 2 2 8
% within income 25.0% 12.5% 12.5% 25.0% 25.0% 100.0%
% within bike
50.0% 9.1% 11.1% 7.4% 8.3% 10.7%
preference
% of Total 2.7% 1.3% 1.3% 2.7% 2.7% 10.7%
RS.15,001 - RS.2 Count 0 4 1 10 9 24
% within income .0% 16.7% 4.2% 41.7% 37.5% 100.0%
% within bike
.0% 36.4% 11.1% 37.0% 37.5% 32.0%
preference
% of Total .0% 5.3% 1.3% 13.3% 12.0% 32.0%
Total Count 4 11 9 27 24 75
% within income 5.3% 14.7% 12.0% 36.0% 32.0% 100.0%
% within bike
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
preference
% of Total 5.3% 14.7% 12.0% 36.0% 32.0% 100.0%

COIMBATORE CITY
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)

N of Valid Cases 75
INFERENCE:
The P value 15.118 is > 0.05, Hence there is no significant relationship between the
income of the respondents and bike preference.

COIMBATORE CITY
CHAPTER-5
FINDINGS AND SUGGESTIONS

COIMBATORE CITY
FINDINGS AND SUGGESTIONS
5.1 FINDINGS:
5.1.1 Percentage Analysis:
 Majority (76%) of the respondents are Male.

 Majority (80%) of the respondents were belong to the age group of 18 Years - 22
Years.
 Majority (68%) of the respondents are qualified till School level of education.
 Majority (84%) of the respondents are Students.
 Majority (42%) of the respondents earn below RS.10,000.
 Majority (48%) of the respondents reside in Urban area.
 Majority (82%) of the respondents lives in Nuclear family.
 Majority (72%) of the respondents have below 5 - 7 Members in their family.
 Majority (94%) of the respondents are Aware of the YAMAHA brand.
 Majority (44%) of the respondents were influenced by their Friends.
 Majority (60%) of the respondents were Highly Satisfied after using YAMAHA
Motor Bikes.
 Majority (40%) of the respondents Prefer YAMAHA for the feature of mileage.
 Majority (64%) of the respondents was Satisfied in After Sales Service.
 Majority (83%) of the respondents says YES for the importance of After Sales
Service.
 Majority (46%) of the respondents Prefer YAMAHA RX-100.
5.1.2 Chi-Square Analysis:
 There is no significant relationship between the gender of the respondents and

satisfaction level of Yamaha bikes.
 There is no significant relationship between the age of the respondents and
awareness about Yamaha bikes.
 There is no significant relationship between the income of the respondents and
bike preference.

COIMBATORE CITY
5.2 SUGGESTIONS:
 Launch of new and different brands may turn the market oligopolistic.
 Looks and style must not be over stressed as compared to quality and mileage.
 360 degree marketing approach with aggressive promotional and awareness

campaign’s should be followed.
 Focus more on after sales service and pick-up of the bikes as the mileage, style &
performance are playing the major roles.

COIMBATORE CITY
CHAPTER-6
CONCLUSION

COIMBATORE CITY
CONCLUSION
I conclude that, from the survey I have done, the YAMAHA MOTOR BIKES has high
consumer brand preference and it is well known for its designs and performance and the
satisfaction is high towards all other factors of the bike except After Sales Service.
Mileage plays a main role in helping YAMAHA to become Most Preferred and Favourite
brand. Youth is the target for YAMAHA.

COIMBATORE CITY
ANNEXURE

COIMBATORE CITY
1. NAME
2. GENDER
 Male
 Female
3. AGE GROUP
 18 YEARS - 22 YEARS
 ABOVE 30 YEARS
4. EDUCATIONAL QUALIFICATION
 SCHOOL LEVEL
 UNDER GRADUATE
 POST GRADUATE
 PROFESSIONAL
5. OCCUPATION
 STUDENT
 BUSINESSMEN
 PRIVATE SECTOR EMPLOYEE
 GOVERNMENT EMPLOYEE
 PROFESSIONAL

COIMBATORE CITY
6. MONTHLY INCOME
BELOW RS.10,000
RS.10,001 - RS.15,000
RS.15,001 - RS.20,000
ABOVE RS.20,000
7. AREA OF RESIDENCE
RURAL
SEMI-URBAN
URBAN
8. TYPE OF FAMILY
NUCLEAR
JOINT FAMILY
EXTENDED
9. NUMBER OF MEMBERS IN FAMILY
BELOW 5 MEMBERS
5 - 7 MEMBERS
MORE THAN 7 MEMBERS
10. ARE YOU AWARE OF YAMAHA BIKES?
YES
NO

COIMBATORE CITY
11. IF YES, THROUGH WHICH YOU CAME TO KNOW ABOUT YAMAHA?
FRIENDS
RELATIVES
TV ADVERTISEMENTS
ONLINE ADVERTISEMENTS
NEWS PAPERS
12. HOW WAS THE EXPERIENCE AFTER USING THE BIKE?
HIGHLY SATISFIED
SATISFIED
NEUTRAL
DISSATISFIED
HIGHLY DISSATISFIED
13. WHY ARE YOU PREFERRING YAMAHA BIKES?
DISK BREAKING SYSTEM

MILEAGE
ALLOY WHEELS
AFTER SALES SERVICE
14. GIVE YOUR LEVEL OF SATISFACTION TOWARDS THE FOLLOWING

FEATURES OF YAMAHA BIKES
PRICE
STYLE
MILEAGE
PICK UP
DURABILITY

COIMBATORE CITY
15. WHAT DO YOU THINK ABOUT AFTER SALES SERVICE?
EXCELLENT
GOOD
SATISFACTORY
POOR
VERY POOR
16. IS PAID AND FREE SERVICE ARE GIVEN SAME IMPORTANCE?
Yes
No
17. WHAT BIKE DO YOU PREFER IN YAMAHA?
YAMAHA RX-100
YAMAHA R-15
YAMAHA FZ
YAMAHA RAY
YAMAHA CRUX

COIMBATORE CITY
BIBLIOGRAPHY:
WEBSITES:
www.google.com
www.wikipedia.com
www.shopyamaha.com
www.yamahamotors.com
www.zigwheels.com
www.yamahamotorsports.com
"Yamaha Motor". Forbes Global 2000 List.
"Yamaha Corporate History". Yamaha Corporation of America & Yamaha Corporation..

COIMBATORE CITY
SNAP SHOTS:

COIMBATORE CITY

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A STUDY ON CUSTOMER BRAND PREFERENCE TOWARDS 2018

YAMAHA MOTOR BIKES WITH SPECIAL REFERNCE TO

INTRODUCTION AND METHODOLOGY

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 1

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 2

1.2 TWO WHEELERS:

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 3

1.3 OBJECTIVES OF THE STUDY:

1.4 SCOPE OF THE STUDY:

1.5 LIMITATIONS OF THE STUDY:

1.6 STATEMENT OF PROBLEM:

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 4

1.1.1 RESEARCH METHODOLOGY:

1.1.2 SAMPLE SIZE AND DESIGN:

1.1.3 RESEARCH DESIGN:

1.1.4 SOURCES OF DATA:

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 5

1.1.5 TOOLS USED FOR ANALYSIS:

 Simple percentage analysis

1.1.6 SIMPLE PERCENTAGE ANALYSIS:

Percentage = Number of respondents/ Total number of respondents*100

1.1.7 CHI-SQUARE TEST:

Where, O = observed frequency E = expected frequency

Expected frequency is calculated as follows

Row total x column total

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 6

Degree of freedom = (r-1) x (c-1) Where, R = Number of rows C = Number of columns

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 7

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 8

Mr. Subhadhip Roy (2006) SR.Mohnot (2002):

Siddhartha and S.Mukherjee (2002):

Rajmani Singh and AS.Yasso (2001):

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 9

In his study a perspective into consumer behaviour is motivated by a desire to understand

A.Pugazhendhi, Volume: 1 (Issue 3;December 2011):

R.Nair Suja, Volume:1 (Issue 8; November 2014)

Dr.N.Chandrasekaran investigated the wants of the customer are carefully studied by

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 10

A number of both National and International customer satisfaction barometers or indices

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 11

PROFILE OF THE STUDY

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 12

PROFILE OF THE STUDY

3.1 COMPANY PROFILE:

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 13

3.4 YAMAHA AWARDS & RECOGNITIONS:

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 14

ANALYSIS & INTERPRETATION

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 15

ANALYSIS & INTERPRETATION

4.1 SIMPLE PERCENTAGE ANALYSIS:

Percentage = Number of respondents/ Total number of respondents*100

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 16

4.1.1 TABLE SHOWING THE GENDER OF RESPONDENTS:

S.NO. PARTICULARS NO.OF PERCENTAGE OF

CHART SHOWING THE GENDER OF

SRI KRISHNA ARTS & SCIENCE COLLEGEPage 17

4.1.2 TABLE SHOWING THE AGE GROUP OF RESPONDENTS: