CUSTOMER SATISFACTION:

Customer satisfaction, 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 is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. According to Harold E Edmondson Customer Satisfaction seems to appear in print more frequently than any other catch phrase used to describe a new found magic for industrial success. Before we proceed in to the study of the dynamics of Customer Satisfaction it is important to know about, who a customer is and what satisfaction really means. Customer satisfaction is a concept that more and more companies are putting at the heart of their strategy, but for this to be successful theyre needs to be clarity about, what customer satisfaction means and what needs to happen to drive improvement.

NEED OF THE STUDY:

Most marketers see the goal of marketing as those of maximizing not consumption but customer satisfaction every company exist because they produce goods or services as required by the customer. So it is very important that these which the company produces should satisfy the needs of customers.

OBJECTIVES OF THE STUDY:

To Know the Customer satisfaction Towards Yamaha. To study about the various factors influencing the customers.

To know the awareness of the 2- wheeled vehicle. To find the opinions and suggestions of the customer of Yamaha.

SCOPE OF THE STUDY:

The study will allow knowing the opinions, views, perceptions, attitudes, suggestions of the customers for the Yamaha motor Brand. From the company point of view it gets the feedback and suggestions from the customers and thus can implement different sales and promotion activities. From the student point of view it helps me to understand how many are aware of the brand and to know about the industry.

LIMITATION OF THE STUDY:

However I have tried my best in collecting the relevant information yet there are always present some limitations under which researcher has to work. Here following are some limitations under which I had to work to as shown below: 1. Limited time: There was limited time in which this project has to

be completed. Therefore it was a major limitation of the study. 2. Limited Area : The area covered in this project was only

Nalgonda 3. Few interaction: There was little interaction with the people as we

were only limited within area. 4 Communication Problem : The accurate decision cannot be taken

by the information collected; people were relucate while giving their personal information 6 Dynamic nature of the environment, what is true and relevant today

may not be true and relevant tomorrow.

RESEARCH METHODOLOGY:

Research methodology describes how the research study was undertaken. This includes the specifications of source of data, research design, and method of data collection, the sampling method and the tools used.

SAMPLE DESIGN:

Geographical area: The study is conducted in Nalgonda.

Duration of project: The duration of project work is about 45 days

Population: Population for this research is set of customers those who are using with Bsnl in Nalgonda.

Sample units: The sampling units used by the researcher for this research, are those who are using with Bsnl.

Sample size: The number of samples collected by the researcher is 100 customers.

Sampling procedure / Sampling method: The sampling method used for this study is convenience sampling, which is selected according to the easy and convenience of the researcher.

SOURCE OF DATA

Primary data: The researcher collected both by direct survey from the dealers through questionnaire. The researcher used structured questionnaire. Secondary data: Here the researcher collected secondary data from the company profile, industry profile and official web sites.

RESEARCH INSTRUMENT:

Research instrument used for data collecting is questionnaire and interview schedule.

Questionnaire The questionnaire is prepared in a well-structured and non disguised form so that it is easily understandable and answerable by everyone. The type of questions include in the questionnaire are open-ended questions, multiple choice questions and dichotomous questions.

Interview Schedule The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. Then the responses are filled up in the questionnaire, for further analysis.

FRAME WORK OF ANALYSIS:STASTICAL TOOLS USED FOR ANALYSIS:

The researcher carries out analysis through various statistical tools. The statistical analysis is useful for drawing inference from the collected information.

Simple percentage analysis Bar diagrams Pie charts

INDUSTRY PROFILE:

AUTOMOBILE INDUSTRY: In India there are 100 people per vehicle, while this figure is 82 in china. It is expected that Indian automobile industry will achieve mass motorization status by 2014.

Industry Overview:
Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the automobile industry of India has come a long way. During its early stages the auto industry was overlooked by the then Government and the policies were also not favourable.The liberalization policy and various tax reliefs by the Govt.of India in recent years has made remarkable impacts on Indian Automobile industry. Indian auto industry, which is currently growing at the pace of around 18% per annum, has become a hot destination for global auto players like Volvo general motors and ford. A well developed transportation system plays a key role in the development of an economy, and India is no exception to it. With the growth of transportation system the automotive industry of India is also growing at rapid speed, occupying an important place on the canvas of Indian economy.

10

Today, Indian automotive industry is fully capable of producing various kinds o vehicles and can be divided into 03 broad categories. Cars, two wheelers and heavy vehicles.

SNIPPETS The first automobile in India rolled in 1897 in Bombay India is being recognized as potential emerging auto market Foreign players are adding to their investments in Indian auto industry Within two-wheelers, motorcycles contribute 80% of the segment size Unlike the USA, the Indian passenger vehicle market is dominated by cars (79%) Tata motors dominates over 60% of the Indian commercial vehicle market 2/3rd of auto component production is consumed directly by OEMs. India is the largest three-wheeler market in the world. India is the largest two-wheeler manufacturer in the world. India is the second largest tractor manufacturer in the world.
11

 The number one global motorcycle manufacturer is in India India is the fourth largest car market in Asia-recently crossed the 1 million mark.

TWO WHEELERS Every possession is a statement. So are the two wheelers. In fact, two wheelers are more than that. A good-looking two-wheelers or motorbike would not only help you to impress others, but can go a long way in making your life convenient. Once you possess two-wheelers, unknowingly, it would become a part of your life. From helping you to reach the market or the work place to making a sojourn at weekends to a neighboring place with likeminded friends, your two-wheeler is always multi tasking for you. Two wheeler manufacturers are well aware of their rising demand and hence, are teaming up the market with new products every day. Manufacturers are targeting low income sections also with some cheap motorbikes as they are increasingly becoming the potential consumers, market with new products every day. Manufacturers are targeting low income sections also with some cheap motorbikes as they are increasingly becoming the potential consumers.

12

THE TWO WHEELER COMPANIES 1. BAJAJ

2. HERO HONDA

3. TVS

4. SUZUKI

5. YAMAHA

6. KINETIC

7. ROYAL ENFIELD

8. HONDA

9. MAHINDRA

13

Indian Two-Wheeler Industry: A Perspective Automobile is one of the largest industries in global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognised as one of the drivers of economic growth. During the last decade, well-directed efforts have been made to provide a new look to the automobile policy for realising the sector's full potential for the economy. Steps like abolition of licensing, removal of quantitative restrictions and initiatives to bring the policy framework in consonance with WTO requirements have set the industry in a progressive track. Removal of the restrictive environment has helped restructuring, and enabled industry to absorb new technologies, aligning itself with the global development and also to realise its potential in the country. The liberalisation policies have led to continuous increase in competition which has ultimately resulted in modernisation in line with the global standards as well as in substantial cut in prices. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile demand, especially from the population in the middle income group.

14

Evolution of Two-wheeler Industry in India Two-wheeler segment is one of the most important components of the automobile sector that has undergone significant changes due to shift in policy environment. The two-wheeler industry has been in existence in the country since 1955. It consists of three segments viz. scooters, motorcycles and mopeds. According to the figures published by SIAM, the share of twowheelers in automobile sector in terms of units sold was about 80 per cent during 2003-04. This high figure itself is suggestive of the importance of the sector. In the initial years, entry of firms, capacity expansion, choice of products including capacity mix and technology, all critical areas of functioning of an industry, were effectively controlled by the State machinery. The lapses in the system had invited fresh policy options that came into being in late sixties. Amongst these policies, Monopolies and Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act (FERA) were aimed at regulating monopoly and foreign investment respectively. This controlling mechanism over the industry resulted in: (a) several firms operating below minimum scale of efficiency; (b) underutilisation of capacity; and (c) usage of outdated technology. Recognition of the damaging effects of licensing and fettering policies led to initiation of reforms, which ultimately took a more prominent shape with the

15

introduction

of

the

New

Economic

Policy

(NEP)

in

1985.

However, the major set of reforms was launched in the year 1991 in response to the major macroeconomic crisis faced by the economy. The industrial policies shifted from a regime of regulation and tight control to a more liberalised and competitive era. Two major results of policy changes during these years in two-wheeler industry were that the, weaker players died out giving way to the new entrants and superior products and a sizeable increase in number of brands entered the market that compelled the firms to compete on the basis of product attributes. Finally, the two-wheeler industry in the country has been able to witness a proliferation of brands with introduction of new technology as well as increase in number of players. However, with various policy measures undertaken in order to increase the competition, though the degree of concentration has been lessened over time, deregulation of the industry has not really resulted in higher level of competition. A Growth Perspective The composition of the two-wheeler industry has witnessed sea changes in the post-reform period. In 1991, the share of scooters was about 50 per cent of the total 2-wheeler demand in the Indian market. Motorcycle and moped had been experiencing almost equal level of shares in the total number of

16

two-wheelers. In 2003-04, the share of motorcycles increased to 78 per cent of the total two-wheelers while the shares of scooters and mopeds declined to the level of 16 and 6 per cent respectively. National Council of Applied Economic Research (NCAER) had forecast two-wheeler demand during the period 2002-03 through 2011-12. The forecasts had been made using econometric technique along with inputs obtained from a primary survey conducted at 14 prime cities in the country. Estimations were based on Panel Regression, which takes into account both time series and cross section variation in data. A panel data of 16 major states over a period of 5 years ending 1999 was used for the estimation of parameters. The models considered a large number of macro-economic, demographic and socio-economic variables to arrive at the best estimations for different two-wheeler segments. The projections have been made at all India and regional levels. Different scenarios have been presented based on different assumptions regarding the demand drivers of the two-wheeler industry. The most likely scenario assumed annual growth rate of Gross Domestic Product (GDP) to be 5.5 per cent during 2002-03 and was anticipated to increase gradually to 6.5 per cent during 2011-12. The allIndia and region-wise projected growth trends for the motorcycles and scooters are presented. The demand for mopeds is not presented in this

17

analysis due to its already shrinking status compared to' motorcycles and scooters. It is important to remember that the above-mentioned forecast presents a long-term growth for a period of 10 years. The high growth rate in motorcycle segment at present will stabilise after a certain point beyond which a condition of equilibrium will set the growth path. Another important thing to keep in mind while interpreting these growth rates is that the forecast could consider the trend till 1999 and the model could not capture the recent developments that have taken place in last few years. However, this will not alter the regional distribution to a significant extent. Table 1 suggests two important dimensions for the two-wheeler industry. The region-wise numbers of motorcycle and scooter suggest the future market for these segments. At the all India level, the demand for motorcycles will be almost 10 times of that of the scooters. The same in the western region will be almost 20 times. It is also evident from the table that motorcycle will find its major market in the western region of the country, which will account for more than 40 per cent of its total demand. The south and the north-central region will follow this. The demand for scooters will be the maximum in the northern region, which will account for more than 50 per cent of the demand for scooters in 2011-12.

18

19

The present economic situation of the country makes the scenario brighter for short-term demand. Real GDP growth was at a high level of 7.4 per cent during the first quarter of 2004. Both industry and the service sectors have shown high growth during this period at the rates of 8.0 and 9.5 per cent respectively. However, poor rainfall last year will pull down the GDP growth to some extent. Taking into account all these factors along with other leading indicators including government spending, foreign investment, inflation and export growth, NCAER has projected an average growth of GDP at 6.7 per cent during the tenth five-year plan. Its mid-term forecast suggests an expected growth of 7.4 per cent in GDP during 2004-05 to 200809. Very recently, IMF has portrayed a sustained global recovery in World Economic Outlook. A significant shift has also been observed in Indian households from the lower income group to the middle income group in recent years. The finance companies are also more aggressive in their marketing compared to previous years. Combining all these factors, one may visualise a higher growth rate in two-wheeler demand than presented in Table 1, particularly for the motorcycle segment.

20

There is a large untapped market in semi-urban and rural areas of the country. Any strategic planning for the two-wheeler industry needs to identify these markets with the help of available statistical techniques. Potential markets can be identified as well as prioritised using these techniques with the help of secondary data on socio-economic parameters. For the two-wheeler industry, it is also important to identify the target groups for various categories of motorcycles and scooters. With the formal introduction of secondhand car market by the reputed car manufacturers and easy loan availability for new as well as used cars, the two-wheeler industry needs to upgrade its market information system to capture the new market and to maintain its already existing markets. Availability of easy credit for two-wheelers in rural and smaller urban areas also requires more focussed attention. It is also imperative to initiate measures to make the presence of Indian two-wheeler industry felt in the global market. Adequate incentives for promoting exports and setting up of institutional mechanism such as Automobile Export Promotion Council would be of great help for further surge in demand for the Indian two-wheeler industry. DemandDrivers The demand for two-wheelers has been influenced by a number of factors

21

over the past five years. The key demand drivers for the growth of the twowheeler industry are as follows: Inadequate public transportation system, especially in the semi-urban and rural areas; Increased availability of cheap consumer financing in the past 3-4 years; Increasing availability of fuel-efficient and low-maintenance models; Increasing urbanisation, which creates a need for personal transportation; Changes in the demographic profile; Steady increase in per capita income over the past five years; and Increasing number of models with different features to satisfy diverse consumer needs. While the demand drivers listed here operate at the broad level, segmental demand is influenced by segment-specific factors. Some Facts India is the second largest producer of two wheelers Two wheeler segment contributes the largest volume amongst all the segments in automobile industry The industry is growing at 30% annually. The sales of two wheelers in the period 2006 - 07 were 7,857,548, which was a growth of 11.41 %.

22

COMPANY PROFILE
YAMAHA MOTORS INDIA PVT.LTD.

Yamaha Motors India (YMI) is a 100% subsidiary of Yamaha Motor Corporation of Japan. The company has its manufacturing unit in Faridabad and Surajpur, which supports the production of motorcycles for domestic as well as overseas market. Presently 10 models roll out of these two plants. Quick Facts

Year of Establishment Industry International Headquarter Corporate Office

July 1,1955 (Yamaha Japan) Motorcycle manufacturing 2500 Shingai,lwata-shizuoka-ken,jan A-3,Surajpur Ind.Area Noida Dadrt Road,surajpur-201306 Tel:(91)-(120)-2351193

23

Segment & Brands of Yamaha Yamaha Albaz Yamaha Crux Yamaha Gladiator Yamaha Libero G5 Yamaha MT 01 Yamaha YZF R1

Company Flashback Yamaha Motor Company, founded as a motorcycle manufacturer on July 1, 1955, has worked. Since beginning to build products that stand out for their quality wherever they are sold. Over the years, the company has diversified into a number of areas of business. In the year 1960, they began manufacturing powerboats and outboard motors. Subsequently, they have made their proprietary engines and fiberglass-reinforced plastic (FRP) technologies. Today, the company has extended their products from land to sea and even into the skies, with manufacturing and business operations that include motorcycles, AS electro-hybrid bikes, marine and power products to automotive engines, intelligent machinery and even unmanned helicopters.

24

Yamaha Motor India (YMI) was incorporated in India in August 2001 as a 100% subsidiary of Yamaha Corporation (Japan), the parent company. But it operated in India as technology provider for almost two decades before incorporation.The Companys manufacturing facilities in India comprises of 2 state-of-the art plants, One at Faridabad (Haryana) and the other Surajpur (Uttar Prades).Presently 10 models roll out of the two Yamaha Plants.

COMPANY PROFILE

About India Yamaha Motor Pvt. Ltd. Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint-venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake becoming 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 the motorcycle manufacturing company "India Yamaha Motor Private Limited (IYM)". IYM operates from its state-of-the-art manufacturing units at Surajpur in Uttar Pradesh and Faridabad in Haryana and produces motorcycles for both

25

domestic and export markets. With a strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX (1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1(998cc), YZF-R15 (150cc), Fazer (153cc), FZ-S (153cc), FZ16 (153cc), SZ-R(153cc), SZ & SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc) and Crux (106cc). VISION To 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
26

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.

27

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.

CORPORATE PHILOSOPHY. For society, for the world Yamaha works to realize our corporate mission of creating Kando Yamaha Motor is a company that has worked ever since its founding to build products defined by the concepts of high-quality and high-performance and light weight and compactness as we have continued to develop new

28

technologies in the areas of small engine technology and FRP processing technology as well as control and component technologies. It can also be said that our corporate history has taken a path where people are the fundamental element and our product creation and other corporate activities have always been aimed at touching peoples hearts. Our goal has always been to provide products that empower each and every customer and make their lives more fulfilling by offering greater speed, greater mobility and greater potential.

Said in another way, our aim is to bring people greater joy, happiness and create Kando*in their lives. As a company that makes the world its field and offers products for the land, the water, the snowfields and the sky, Yamaha Motor strives to be a company that offers new excitement and a more fulfilling life for people all over the world and to use our ingenuity and passion to realize peoples dreams and always be the ones they look to for the next Kando.

29

30

SWOT ANALYSIS

A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The following diagram shows how a SWOT analysis fits into an environmental scan:

SWOT Analysis Framework

31

SWOT ANALYSIS FOR INDIA YAMAHA MOTORS

Strength

Weaknesses

company. aggressive selling.

nnel.

Opportunities

Threats

Caribbean & Central America. market (include women).

the market

finance

32

FOUNDING HISTORY
Paving the Road to Yamaha Motor Corporation "I want to carry out trial manufacture of motorcycle engines." It was from these words spoken by Genichi Kawakami (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

The first Yamaha motorcycle... the YA-1.

33

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.

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 becomes 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.
34

Founded

Founded

July 1, 1955

Capital

48,302 million yen (as of March 31, 2008)

President

Takashi Kajikawa

Employees (Consolidated)

46,850

(as

of

December

31,

2007)

Parent: 9,019 (as of December 31, 2007)

Sales (Consolidated)

1,756,707

million

yen

(from January 1, 2007 to December 31, 2007) Parent: 799,209 million yen

(from January 1, 2007 to December 31, 2007)

Sales Profile

Sales (%) by product category (consolidated)

35

Sales (%) by region (consolidated)

Major Services

Products

&

Manufacture and sale of motorcycles, scooters, electro-hybrid bicycles, boats, sail boats, Water Vehicles, pools, utility boats, fishing boats, outboard motors, diesel engines, 4-wheel ATVs, side-by-side vehicles, racing karts, golf cars, multi-purpose engines, generators, water pumps, throwers, machinery, helicopters, wheelchairs, snowmobiles, automotive small-sized engines, snow

intelligent control for

industrial-use electrical helmets.

remote

power

units

Biotechnological

production, processing and sales of agricultural and marine products and microorganisms. Import and sales of various types of products, development of tourist businesses and

36

management of leisure, recreational facilities and related services.

Headquarters

2500 Shingai, Iwata-shi, Shizuoka-ken, Japan

Won Novice 250 and 350cc classes of 1st All Japan Road Race Championship Motorcycle development operations transferred from Yamaha Technological Research Institute to YMC headquarters

Full export operations transferred from Nippon Gakki to YMC Yamaha-built Toyota 2000GT sets world records in 3 speed trials categories and international records in 13 categories

First Yamaha racing kart model "RC100" released

First Yamaha industrial robot model, an "arc welding robot" released First Yamaha marine diesel "MD35" released

37

First Yamaha-made surface mounter "21 Series" released

Corporate Mission; We Create Kando Touching People's Hearts and long term management vision announced

Takashi Kajikawa appointed as sixth YMC president New medium-term management plan "NEXT 50 - Phase II" announced Yamaha captures MotoGP triple crown by winning the rider, team and manufacturer titles

Motorcycle manufacturing factory Yamaha Motor Manufacturing West Java (YMMWJ) founded in Indonesia Mass production of Astaxanthin as a supplement begun at factory in Fukuroi, Shizuoka Global Parts Center established in Fukuroi city, Japan and full operations begun Compliance Promotion Committee establish

PRODUCTS:
The growing world of Yamaha products, for the water, for the land, in town and into the future

Land

Motorcycles Sports bikes, Trail bikes, Road racers, Moto crossers, etc.

Commuter Vehicles Scooters, Business-use bikes

Recreational Vehicles All-terrain vehicles, Side by side vehicles, Snowmobiles

Electro-Hybrid Vehicles Electro-hybrid bicycles

Water

Boats Powerboats, Sailboats, Utility boats, Custom boats

Marine Engines Outboard motors, Electric marine motors, Marine diesel engines, Stern drives

Water Vehicles Personal watercraft, jet boats

Power Products

Power Products Golf cars, Land cars, Generators, Multipurpose engines, Water pumps, Snow throwers, etc.

Industrial Products

Automobile Engines Automobile engines

Aeronautics Industrial-use unmanned helicopters

Intelligent Machinery Surface mounters, Compact industrial robots, etc.

Aqua Environment Alkaline ion water converters, Water purifiers, Filtration equipment, etc. OES truss fishery reefs, Oil-water separation equipment

Wheelchairs Auxiliary electric power units for wheelchairs, Electric wheelchairs, etc.

CUSTOMER SATISFACTION:
Customer satisfaction, 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 is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. According to Harold E Edmondson Customer Satisfaction seems to appear in print more frequently than any other catch phrase used to describe a new found magic for industrial success. Before we proceed in to the study of the dynamics of Customer Satisfaction it is important to know about, who a customer is and what satisfaction really means. Customer satisfaction is a concept that more and more companies are putting at the heart of their strategy, but for this to be successful theyre needs to be clarity about, what customer satisfaction means and what needs to happen to drive improvement. Without this, there is a risk that customer satisfaction becomes little more than a good intention, with confused objectives failing to address the real issues for customers, one helpful way to look at the problem is to rephrase the objectives: set the sights on helping the customers meet their goals.

CUSTOMER SATISFACTION

Many organizations have not got a clue about the customers perceive the goods and services they supply. Customers attitude to be that so long as people buy their products then the products must be accepted. Firstly, customer may buy a given product of services simply because there is no other option and they would prefer to purchase what you are offering them to go out altogether. Secondly, the fact that a product or services may be accepted does not mean that it will continue to sell. Competitors may see opportunities, customer expectations may change customer tastes may move on. If standards dont rise and service evolve and then download sales will appear. A worse situation arises when the organizations havent got a clue of the customers perceptions but think they have. Another situation is when the organization dont have clue of their customers perception and dont care either the org may believe that it is in a monopoly situation and its customers cant go else where. Sometimes organizations believe that it know best what customer should want and therefore supply them with a centrally designed product.

If resultant product or service has defects, then it is perceived to be a problem for the customer. Some orgs solicit customer feed back or it way whether they like it or not and then do nothing about it. Finally we come to the point where we realize how important customer feed back is in the case of organizations, which helps the orgs to determine how efficiently it is solving the customer and determine customer satisfaction. This feed back answers the following questions to find out. Who are your customers? Where are they likely to be your customer? What does your customer want? How does your customer fell? What does your customer think? How can you make your customer feel valued? What sort of initiatives would your customers appreciate? What can you do keep your customers? How can you give yourself a competitive advantage so as far as your customers are concerned? Now that we have spoken of customer satisfaction, let us define what it is:

According to Kotler Customer satisfaction is the level of a person felt state resulting from comparing a products perceived performance in relation to the persons expectations. Thus satisfaction levels are a function of the deference between the perceived performance and expectation. A customer one of the three board levels of satisfaction as follows. If performance fails short of expectations customer if dissatisfied If performance matches expectations/customer is satisfied. If performance is grater then expectations customer is highly satisfied Pleased or delighted. Expectations of a buyer are formed on any of the following ways. Buyer past experience. Statements by friends Associates Marketer Promise Companies seeking to win in todays markets track their customers Expectations, perceived company performance and customer satisfaction. They must monitor the aspects of their competitors as well.

They key to customer retention is customer satisfaction a satisfied customer is one who: Buy more and stays loyal, longer. Buys additional products as the company introduces and upgrades products Pays less attention to competing brands and advertisement Fewer prices sensitive Offers products or services, ideas to company Costs less to serve the customers so transactions are routed Thus a company would be wise to regularly measure customer satisfaction company should enquiry from its recent buyers and determine how many are Highly satisfied Somewhat satisfied Indifferent Somewhat dissatisfied Highly dissatisfied It should find out the major factors in customer satisfaction and dissatisfaction and use this information to improve its performance. A customer oriented would track its customer satisfaction level each period and set improvement goals for customer oriented company. Customer satisfaction is both a goal as well as marketing tool. Companies that achieve

high customer satisfaction rating make sure that their target markets know it; Companies can maximize customer satisfaction in the following manner: By lowering price or increasing its service (this may result in lower profile).The Company might be able to increase in profitability in other ways, such as improving manufacturer or inverting more in research and development. The company as many stock holders including employees, dealers and stock holders. Spending more to increase customer satisfaction would direct funds from increasing satisfaction of their partners. Ultimately, the company must operate on the philosophy that it trying to deliver a high level of customer satisfaction. Subject to delivering at least acceptable levels of satisfaction to the other stockholders with in the constrains of its total resources. Here we see that an org has to look n the above aspects before it really sets on the mission of maximizing customer satisfaction. Customer satisfaction is the extent to which a product perceived performance marches buyers .Customer satisfaction with a purchase depends on how well products performance lives up to the expectation. It is

the key influence on future buying behavior. Satisfied customers often switch expectations; the customers are highly satisfied or delighted. Smart companies aim to delight customers by promising only what they can deliver, then delivering more than they promise. Highly satisfied customers produce several benefits for the company. Satisfied customers are fewer prices sensitive. They talk favorably to others about the company and its products and remain loyal for a longer period. However, the relationship between customer satisfaction and loyalty varies greatly across industries and competitive situations. The interaction between expectation and actual product performance produces satisfaction or dissatisfaction. Many marketers go beyond merely meeting the expectations for customers they aim to delight the customers. A dissatisfied customer responds differently. Whereas on average a satisfied customer tells 3 people about the good product experience, a dissatisfied customer gripes to 11 people. Therefore a company would be wise to measure customer satisfaction regularly.

NEED AND GOAL FOR CUSTOMER SATISFACTION:

Most marketers see the goal of marketing as those of maximizing not consumption but customer satisfaction every company exist because they produce goods or services as required by the customer. So it is very important that these which the company produces should satisfy the needs of customers.

FACTORS AFFECTING CUSTOMER SATISFACTION: Sales support Service support Invoicing and toner supply The principle objective of the study is to examine the improvement in customer satisfaction. To examine and analyses the reason for customer dissatisfaction if any and other suggestions for improvement. To analyze the competitors services and their degree of command in the market.

WHY CUSTOMER SATISFACTION:

Traditionally it was thought that keeping customers happy be achieved by producing high quality products, where quality was defined by the company internal standards. However, it is now recognized that a companys competitiveness is jointly determined by its external quality which is the customers own judgment of the products and services of a company and internal quality There is considerable evidence that satisfied customers are with positive perceptions are loyal customers. That is they buy more, more often and are willing to any pay more higher prices. Also to the extent that customers view the companys performance as being high quality. They may also recommend it to others. On the other hand, dissatisfied customers are a powerful source of negative word of mouth. Thus customer perceived quality an important determined of market share for a company. Thus measuring and improving customers quality perceptions held achieved the companys objectives of increased profitability and market share. It is essential to understand the dynamics of our relationship with our customers or achieve or maintain our long term business success.

The company must therefore have reliable measure of customer satisfaction and manage customer expectations. Companies worldwide have used customer satisfaction measurement as a strategic and tactical tool for bringing out change in customer perceptions improvement in a day service delivery to great financial advantage. To maximize our business and maintain and lead over our competitors, we must have a committed customer base that will back that commitment with loyalty (both in buying in our service centers). This is what survey attempts at achieving. THE FOUR FUNDAMENTALS OF CUSTOMER SATISFACTION: A) VARIABLES RELATED TO THE PRODUCTS / SERVICE ITSELF: What you actually do for customer is going to be the key determines of customer perception. In this case we see that the design of the products /service is most important. The design of product / service affects customer satisfaction in two ways. The design sends a message to he customer about the orgs basic values especially concerning the trade offs between cost and customer. Little is more damaging to customer satisfaction than users perceiving that costs savings have been made expenses.

Design can enhance or resist the orgs ability to keep customer happy during and often the sales. A strong successful design increase confidence of front staff, which a poor design makes them defensive, bad design places constraints on distribution channel choice, it can also to the cost and difficulty in providing after sales support services. B) VARIABLES RELATED TO SALES AND PROMOTION: Three factors affect customer satisfaction area. MESSAGE: That helps to share customer ideas about the product or service benefits before they have experienced them in use. INTERMEDIARIES: Employee of the org to act on its behalf Brokers. ATTITIDUES: Every one in the frontline roles. Ex: Receptionist etc. like. Courtesy and helpfulness Level of technical knowledge Are they interested in the needs of the customer or merely selling? C) VARIABLES RELATED TO AFTER SALES: This significant aspect with regard to after sales Support services covering traditional after sales activity such as warranties, user training etc. Ex:

Feedback and restitution the way org handle complaints etc. D) VARIABLES RELATED TO ORGANIZATION CULTURE: This depends on the org if it behaves in maximizing customer satisfaction here by paying services to it. One of the must be careful to distinguish between formal and informal aspects of separate culture in this regard. Formal values will be only meaningful if they supported by the right informal culture and these develop over time. Extent and manner of service management involvement Degree to wish senior management practice leadership Consistency with which customer care policies are implemented Commitment of middle management Existence of reward system It is usually these informal values that determine that the true measure of orgs intention towards its customer. METHDODS OF TRACKING AND MEASURING SATISFACTION: COMPLAINTS SUGGESTIONS SYSTEM: A customer centered org would male it easy for its customers to deliver suggestions and compl aints e.g. installing suggestion boxes, questionnaire. CUSTOMER

CUSTOMER SATISFACTION SURVEY: A Company must not conclude that it can get a full picture of customer suggestions system. Responsive companies obtain direct measure of customer satisfaction by conducting periodic surveys. They send questionnaire or make telephone calls to find out how they feel about the rating aspects of the companys performances. They will also solicit buyer view on competitors performance. GHOST SHOPPING: Another way to measure customer satisfaction is to hire persons to pose as potential buyers to report their findings okay strong and weak point they experienced in buying the company and competitors products. Managers can themselves pose as shoppers and experience firsthand, the treatment they receive as customer. LOST CUSTOMER ANALYSIS: A Company should contact customer, who have stopped buying, or who have switched to another suppler to learn what happened. Not only is it important to conduct exit interview but also to monitor the indication that the company is falling to satisfy it customer

1. Which age group of customer prefer bike most? a. 18-25 b. 25-35 c. 35-45 d. about 45

Age group 18-25 years 25-30 years 30-35 years

No. of respondents 16 24 22

Consumer response% 16 24 22 38 100

Above 35 years 38 Total

40 35 30 25 20 15 10 5 0

100

18-25years 25-30years 30-35years above 35

INTERPRETATION: From the above table shows that the respondents of the age group of years above 35 i.e. 38, the next group is 25-30 years i.e.24, the remaining age groups are30-35and 18-25 years having 22 and 16 respectively.

2. How do professional/occupational people show their preference towards motor bike? a) Employee b) Business c) Student d) Others

Occupation Employees Business Students Others Total

No. Of respondents 44 40 16 0 100

Consumer response% 44 40 16 0 100

45 40 35 30 25 20 15 10 5 0

employees business student others

INTERPRETATION:

The above table represent that the employee respondents are in the study having 44, the business respondents are having 40, the students are 16.

3. How do income wise customers show their interest towards motor bike? a) Rs. 25,000 c) Between Rs.50, 000 to 1, 00,000 b) Between Rs.25, 000 to 50,000 d) More than Rs.1, 00, 000

Income Pm Rs, 25,000 Between Rs. 25,000to 50,000 Between Rs. 50,000 to 1, 00,000 More than Rs, 1, 00,000 Total

No. of respondents Consumer response% 24 42 24 10 100 24 42 24 10 100

45 40 35 30 25 20 15 10 5 0

25,000 25,000-50,000 50,000-1,00,000 above1,00,000

INTERPRETATION:

The above table reflects that the between. 25,000 to 50,000 numbers of respondents in the study having 42, the next numbers are 50,000-1, 00,000 and up

to 25,000 having 24 and next followed by more than 1, 00,000respodents i.e. 10.

4. Which vehicle do you own currently from Yamaha? a) Alba b) Crux c) Gladiator d) Libero G5

Models of cars Alba Crux Gladiator Libero G5 TOTAL

No. Of respondents Consumer response % 22 20 24 34 100 22 20 24 34 100

35 30
Alba

25 20 15 10 5 0
Crux Gladiator Libero G5

INTERPRETATION:

The above table shows that the respondents are having Libero G5 models are 34, Gladiator models are 24, Alba models are 22, and Crux models are 20.

5. Why did you choose the Yamaha? a) Mileage b) brand image c) style d) low maintenance

Factors Mileage Brand image Style Low maintenance Total

No. Of respondents 16 40 24 20 100

Consumer response % 16 40 24 20 100

40 35 30 25 20 15 10 5 0
low maintenance style brand image mileage

INERPRETAION:

The above table shows that the number of respondents are given preference to brand image is 40, next preference given to style is 24, next preference to low maintenance is 20 remaining are followed by mileage is16.

6.

At the time delivery, were the operating controls (switches and lavers) and

basic Mechanical functionalities of the bike explained to you? a) Yes b) No

Explanation about the bike Yes No Total

No of respondents

Customer response%

100 0 100

100 0 100

Operating Controls
NO, 0

YES NO YES, 100

INTERPRETATION: The following table shows that the respondents are at the time of delivery were the bike operating control and the service schedule explained by showroom employees yes is 100, no is 0

7.

Were you offered test drive? a) Yes b) No

Offered

No of respondents

Customer response%

Yes No Total

100 0 100

100 0 100

offered test drive

NO, 0

YES NO YES, 100

INTERPRETATION: The following table shows that the respondents are at the time of purchase were the bike test drive by showroom employees yes is 100, no is 0.

8. Are you satisfied with your vehicles mileage? a) Yes Satisfied YES NO TOTAL b) No No. Of respondents Customer response % 75 25 100 75 25 100

Respones

Yes No

INTERPRETATION:

The above table shows that the respondents are yes is 75, No is 25.

9.

Are you satisfied with the sales and service promotion of SaiRam Motors? a) Highly Satisfied c) Moderate b) Satisfied d) Dissatisfied

TABLE: S.No Criteria No. of respondents % of respondents 1. Highly Satisfied 40 40% 2. 3. 4. Satisfied Moderate Dissatisfied Total GRAPH: 34 24 02 100 34% 24% 02% 100

Dissatisfied 2%

Response

Moderate 24%

Highly Satisfied 40%

Highly Satisfied Satisfied Moderate Dissatisfied

Satisfied 34%

INTERPRETATION: About 40% of the customers are Highly Satisfied toward the sales and service promotions of Yamaha sairam motors, 34% of customers are satisfied, 24% of customers are Moderate and remaining 02% are dissatisfied towards the sales and service promotions of Yamaha sairam motors.

10. Which company do you think provides better after sale service? a) Yamaha b) Others

Criteria Yamaha Others Total

No of respondents 55 45 100

customer response% 55 45 100

Response

Yamaha Others

INTERPRETATION:

The above table shows that 55% of respondents said Yamaha is provides better after sales services and remaining are 45% said other brands.

11. Is the opening and closing time of showroom convenient? Timings: Opening_________ Lunch ___________ closing _________ TABLE: S.No 1. 2. Criteria YES NO Total GRAPH: No. of respondents 76 24 100 % of respondents 76% 24% 100

Response
NO 24% YES NO YES 76%

INTERPRETATION: About 76% of customers recommend to their customers about Yamaha and remaining 24% of customers do not recommend Yamaha to their customers.

12. Did any of our staff, contact you after the delivery of new bike to ensure every Thing was satisfactory? a) Yes S.No b) No Criteria No. of respondents % of respondents 1. 2. YES NO Total 85 15 100 85% 15% 100

Response

Yes No

INTERPRETATION:

The above table shows that the respondents are yes is 85, No is 15.

13. Assuming you were to buy another Yamaha bike today, how likely are to buy your from this customer? a) Definitely S.No 1. 2. 3. 4. b) Probably c) Might not Criteria Definitely Probably Might not Definitely not Total d) Definitely not.

No. of respondents % of respondents 40 34 24 02 100 40% 34% 24% 02% 100

40 35 30 25 20 15 10 5 0
Definitely not Definitely Probably Might not

INTERPRETATION:

About 40% of the customers are definitely buy the Yamaha sairam motors, 34% of customers are probably, 24% of customers are Might not and remaining 02% are definitely not.

14. Please give your comments/suggestions to enable us to improve services at this Yamaha authorized showroom. __________________________________________________________________

FINDINGS:
The above table shows that the respondents are having Libero G5 models are 34, Gladiator models are 24, Alba models are 22, and Crux models are 20. Most of the customers rated that the Quality of Yamaha is very good.

The major promotional factor which influenced the customers to choose Yamaha is Service.

Most of the Dealers also deal with other brands to satisfy the need of various customers.

According to customers outdoor advertisement and electronic media are consider to be more effective to promote Yamaha.

The major supports required to customers are Promotional schemes and service from the company.

Overall 85% of the customers rated Yamaha as Good.

SUGGESTIONS:
Customers should be encouraged through arranging special meetings. Most of the customers suggested for More Models. Promotional activities should be improved like discounts, gifts, prizes etc. As media impact is more, so company should go for more advertisements in mass media and outdoor advertisements to promote their brand. In time delivery (service) should be improved. Improve awarding the customers who own the more bike and more years. Regular feedback should be improved. Most of the customers report price is below the satisfactory level for the product.

CONCLUSIONS

Yamaha is one of the fast moving brands in Andhra Pradesh. The company is holding a good market share which is the result of efforts made by the company management and the executives.

From the market survey we can conclude that: Supply and quality factors are fetching to the movement of brand. The company is having a good customer network and it is maintaining good relations with them i.e., the service rate of the company is good. The price of Yamaha is matching with the quality of the cement With the ideal promotional strategies and increasing the satisfactory level of the customers the company can grow and become a market leader in the future.

QUESTIONNAIRE
1. Which age group of customer prefer bike most? a. 18-25 b. 25-35 c. 35-45 d. about 45

2. How do professional/occupational people show their preference towards motor bike? a) Employee b) Business c) Student d) Others

3. How do income wise customers show their interest towards motor bike? a) Rs. 25,000 c) Between Rs.50, 000 to 1, 00,000 b) Between Rs.25, 000 to 50,000 d) More than Rs.1, 00, 000

4. Which vehicle do you own currently from Yamaha? a) Alba b) Crux c) Gladiator d) Libero G5

5. Why did you choose the Yamaha? a) Mileage b) brand image c) style d) low maintenance

6. At the time delivery, were the operating controls (switches and lavers) and basic Mechanical functionalities of the bike explained to you? a) Yes b) No

7. Were you offered test drive? a) Yes b) No

8. Are you satisfied with your vehicles mileage? a) Yes b) No

9. Are you satisfied with the sales and service promotion of SaiRam Motors? a) Highly Satisfied c) Moderate b) Satisfied d) Dissatisfied

10. Which company do you think provides better after sale service? a) Yamaha b) Others

11. Is the opening and closing time of showroom convenient? Timings: Opening_________ Lunch ___________ closing _________ 12. Did any of our staff, contact you after the delivery of new bike to ensure every Thing was satisfactory? a) Yes b) No

13. Assuming you were to buy another Yamaha bike today, how likely are to buy your from this customer? a) Definitely b) Probably c) Might not d) Definitely not.

14. Please give your comments/suggestions to enable us to improve services at this yamaha authorized showroom. __________________________________________________________________

BIBLIOGRAPHY
Book Name Marketing management Marketing research Principles of Marketing Marketing management Rajan Saxena Prentice Hall India C.R. Kothari Pearson Education Author Philip kotler Publisher Tata McGraw Hill

V.S.RamaSwamy Prentice Hall India

WEB SITES:

WWW.YAMAHA.COM

WWW.ENCYCLOPEDIA.COM