Yamaha Bikes In India: A Comparative Study

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EXECUTIVE SUMMARY
OBJECTIVE :
• • • To find the position of Yamaha’s bikes in various segments of Indian market. To interpret the satisfaction level of customers using different brands of bike. To suggest Yamaha as to how it can improve its market share.

RESEARCH METHODOLOGY :
The research had to be conducted through a survey based on questionnaires • Sample size – 200. • Brands covered – Hero honda Bajaj Honda Tvs Suzuki Yamaha Target area – Noida Greater noida Ghaziabad Sampling used – simple random. Scaling used – 5 point likert scale .

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DATA ANALYSIS :
Analysis was done on the basis of 22 parameters. Bar charts were developed on these parameters which compare different brands in the 2 wheeler industry.with the help of these charts. yamaha’s position in the market is found and analysed .

SUGGESTIONS :
• Introduction of new brands.this may turn the market oligopolistic but will definitely increase the market share. Looks and style should not be over stressed as compared to quality and mileage. Yamaha does not have any successful 150 cc bike. Yamaha’s R & D facilities should coordinate with the marketing wing to give customers what they want. Secondary research shows that yamaha has a good brand awareness. But when it comes to real market , it is an illusion. 360 degree marketing approach with aggressive promotional campaigns should be followed. Focus should be on young teenagers and executives as they represent largest portion of the bike user segment . Provide better sales follow up which almost every brand lacks . Indian customers generally do not use bike for fashion but as a necessity so mileage should be a concern.

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TABLE OF CONTENTS
Chapter.-1. Chapter.-2. Chapter.-3. INTRODUCTION CRITICAL REVIEW OF LITERATURE