The study reveals that majority of the customers age was between 18years to 29 years.
The target customers were mainly in middle class as well as upper middle class income group.
Most of the customers of Yamaha Two-Wheelers were students and employees.
Most of the customers were employees followed by students.
Out of total customers 40% of the customers were graduates and only few customers were under graduates.
R15,FZS,SZX,SZR,Saluto,YBX,Crux,Facino,Ray z, Alpha are the brands mostly preferred by Yamaha Motors Ltd.
The Yamaha Two-Wheelers are mainly preferred because of the look & style and brand image.
Majority of the customers were self-influenced to purchase Yamaha Two-Wheelers.
The main reason to choose Yamaha Motors Ltd to buy their two-wheeler was due to their excellence service.
Most of the customers of Yamaha Motors Ltd were satisfied with their Two-Wheeler.
Some people were not satisfied because spare parts costs are very high and price of vehicle is also very high.
Majority of customers rated good for service offered by the Yamaha Motors Ltd.
Majority of the customers of Yamaha Motors Ltd stated that the future of the two-wheeler industry would be good.
CONCLUSION
The study which we conducted on the two wheeler automobile sector is a very important topic of automobile sector. Two wheeler automobile sector is the backbone of the automobile sector in India. After deep research, analysis and getting information about companies as formulated that the two wheeler automobile companies achieved success in the market. Throughout the study we found the Two wheeler manufacturer having very new and modern technology in their bikes, they have a good market share in India, many of MNC's like Honda, Yamaha ,Suzuki are also giving large competition.
Concluding the performance of the compan y related to two wheeler sector in India, getting their market share and growth and what are services they are providing after sales. Hero Honda has managed to put in spectacular
performance going from strength despite increase in competition;
the compan y's sales have witnessed an uptrend, registering an average growth of 42% in the three years under review. Hero Honda has managed to achieve this because its strong brand image and proven product quality underpinned the performance growth in recent years. Apart from the strong brand "splendor" the company's performance across the spectrum of the motorcycle market helped it exploit the growing demand for 4-stroke motorcycle.
At the lower end the company has CD 100 SS at middle level splendor, passion and Dawn the CBZ Extreme/ Karizma range is targeted at premium segment.
Some years back Hero Honda are getting
stiff competition because of Bajaj, TVS and Yamaha have a
presence in 125cc bikes segments where Hero Honda has not any presence in this segment. Now this gap is filling up by Hero
Honda's new Splendor NXG, Glamour. But still there is a gap between 150cc to 225cc segment which is most preferable segment by youth today. With newer and better models are coming up customer has better and bigger choices to choose from. It is the competition on various aspects such as price, design technology, after sales services and even purchases offers, which provides to both buyer and seller. Even many dealers are in view that today Hero Honda and Bajaj, thrives on
competition. Right now it seems that the real war is between Hero Honda and Bajaj auto. But one cannot discount the fact that there are other players, who are gaining strength day by day.
SUGGESTIONS
It is very hard to hold the pulse of a customer in the market. Customer’s satisfaction is different for different people at different situations; the following were some of the suggestions given to the Yamaha Motors Ltd to improve the sales of Yamaha Two –Wheelers.
The cost of accessories & spare parts of Yamaha Two-wheelers should be reduced.
As a promotional measure, Yamaha Motors Ltd may go for free service camps. This will increase the customer’s loyalty.
Cost of the Two-Wheelers is little bit high as compared to others.
The sales have to be motivated by providing better incentives.
Direct contact with potential customer and explaining the strengt hs andadvantages by using their products will help in increasing the sales of the company.
A s t h e l o c a t i o n o f t h e s h o w r o o m i s i d e a l l y l o c a t e d w i t h m i d d l e c l a s s population, Yamaha Motors Ltd should try to give more advertisements in news paper, bill boards in that area to enable easy recall of the people for Yamaha Motors Ltd.
It should conduct road shows in colleges.
Yamaha Motors Ltd. should constantly keep in touch with its customers and inform them about the latest models/ finance schemes.
It should employ Marketing Executives to go and tap the
Industrial belt employees rather than wait for customers to come to Yamaha; Yamaha should go to prospective customers with the help of integrated market efforts.
Yamaha Motors Ltd. should track the movement of spare-parts and stock spare parts in advance otherwise the fake parts would become popular.
Yamaha Motors Ltd. should setup sub dealers in remote localities in the area. Yamaha should conduct road shows in nearby districts.
BIBLIOGRAPHY
BOOKS
Kotler Philip, Keller Lane Kvin "Marketing Management" 12th edition Pearson Education.
Ramaswamy V.S., Namakumari S. "Marketing Management" 3rd edition 2006 Macmillan Publications.
Kumar Arun, Minakshi N. "Marketing Management" Vikash Publication 1st edition 2006.
Kolter Philip, Koshy Abraham, "Marketin Management" 13th edition Pearson Education.
WEBSITES
www.google.com
www.wiki.com
www.yahoo.com
www.yamahamotorindia.com