A

Project Report On
CUSTOMER SATISFACTION Mahindra Two Wheelers
Limited

In Partial Fulfillment of the Requirement of

Master of Business Administration

At A Glance

Acknowledgement
It is a pleasure to record my thanks and gratitude to persons and organizations whose generous
help and support enabled me to complete this project within the stipulated time period. My
special thanks are due to head sales & Marketing, Mahindra Two Wheelers

Limited ., for his active help and support in making me understand Indian two wheelers
industry, who guided me at each step during my training period and without whom preparation of
this report would not have been possible. I would like to thank who guided me for the industrial
training.

I am greatly indebted to all those persons who have helped me in some way or other in the
completion of the project.

TABLE OF CONTENTS
Sr. No.
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2.
3.

4.

5.
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14.
15.

Particulars
Introduction
Critical review of literature
3.1 Corporate Introduction
3.2 Company Profile
3.3 Industry Profile
3.4 Products of Mahindra two wheelers
3.5 SWOT checklist
4.1 Research Methodology
4.2 Research problem and objective
4.3 Research process
4.4 Research design
4.5 Scope of study
Data Collection and Presentation
Graphical Data Analysis and Its Interpretation
Findings of The Research
Gaps in Literature Review
Scope of further Research
Problem Identification
Conclusion
Suggestion
Limitations
Annexure
Bibliography

Page

Executive Summary
Objective:

To view the satisfaction level and the competency for two wheelers industries.

Research Methodology:
The research had to be conducted through a survey based on questionnaires
Sample size

200 Respondents

Brands Covered

Hero Honda
Bajaj
Yamaha
Honda
TVS
Suzuki

Target Area

LUCKNOW
Noida
Greater Noida
VARANASI

Sampling Used
Simple random
Scaling Used
5 point Likert scale

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.
Mahindra Two Wheelers position in the market is found and analyzed.

Suggestions:

Introduction of new brands 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.

Mahindra Two Wheelers does not have any successful 100-135 cc and 153 cc above

bike.

Mahindra Two Wheelers facilities should coordinate with the marketing wing to give

customers what they want.

Secondary research shows that Yamaha has 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.

INTRODUCTION
Mahindra Two Wheelers Limited (MTWL) is a group venture owned by Mahindra &
Mahindra Limited (M&M), which manufactures scooters and motorcycles. Mahindra Two
Wheelers Limited was founded in 2008, when Mahindra & Mahindra Limited acquired the
business assets of Kinetic Motor Company Limited.[1] MTWL has partnered with
Taiwan's Sanyang Industry Company (SYM) to help develop its scooter portfolio, and with Italybased Engines Engineering for research and product design.Customer Satisfaction is the
buzzword used by the business people for the success of organization in the present days. Due to
the increases of heavy competition in every product line it become difficult for the companies to
retain the customers for longer time. So retain the customer for longer time the marketer has to
do only one things i.e. customer satisfaction .If customer is fully satisfied by the product it not
only rub the organization successfully but also fetch many benefits for the company . They are
less process sensitive and they remain customer for a longer period. They buy addition products
overtimes as the company introduce related produce related products or improved, so customer
satisfactions is gaining a lot of importance in the present day. Every company is conducting
survey on customer satisfaction level on their products .To make the products up to the
satisfaction level of customers. This project is also done to know the customers satisfaction on
the Mahindra and Mahindra Automobiles. The impact of automobile industry on the rest of the
economy has been so pervasive and momentous that is characterized as second industrial. It
played a vital role in helping the nation to produce higher value good and services and in the
enhancing their skills and impose tremendous demand for automobile, lot of car manufacturers
company facing cut throat competition in the fields of technology and price.
Customer Satisfaction Strategies Followed By M&M
The

different

strategies

followed

by

M&M

consists

of

Customer

relationship

management, strategy to providing better facility to the owner, and strategy to

provide better after sales service to customer.
Customer Relationship Management
CRM as a tool was used to create positive word-of-mouth, to monitor customer
experiences and generate referrals. A series of CRM activities were implemented with
regular direct communication, events and customer satisfaction surveys, Events,
Festive offers, Rewards Program, etc.

INCREASING NEED OF MARKETING REASEARCH

1) Growth and complexity of markets: - Markets are no more local in character. They are
now national and even global in character. The marketing activity is becoming
increasingly complex and broader in scope as more firms operate in domestic and global
markets. Manufactures find it difficult to establish close contact with all markets and
consumers directly. Similarly, they have no control on the marketing system once the
goods are sold out.
2) To middlemen. This situation creates new problem before the manufacturers which can
be faced effectively through MR as it acts as a feed-back mechanism to ascertain
firsthand information, reaction, etc. of consumers and middlemen. Marketing activities
can be adjusted accordingly.
3) Wide gap between producers and consumers: - marketing research in needed as there
is a wide gap between producers and consumers in the present marketing system. Due to
mass scale production and distribution, direct contact between producers and consumers.
Producers do not get dependable information as regards needs, expectation and reaction
of consumers; they are unable to adjust their products, packaging, prices, etc. as per the
needs of consumers. The problem created due to information gap can be solved only
through MR as its possible to establish contact with consumers and collect firsthand
information about their needs, expectation, likes, dislikes, preferences and special
features of their behavior. Thus, MR is needed for removing the wide communication gap
between producers and consumers.
4) Changes in composition of population and pattern of consumption: - In India, many
changes are taking place in the composition of population. There is a shift of population
from rural to urban areas. There have been considerable changes in consumption and
expenditure patterns of consumers in India,. The incomes of the people, in general, are
rising. This brings corresponding increase in their purchasing capacity and buying needs
habits. The demand for consumer durables is fast increasing. The market ar now flooded
with consumer durables like TV sets and so on. Manufacturers are expected to know such
qualitative and quantitative changes in the consumer preferences and their consumption
pattern. For achieving this objective, MR activities are necessary and useful. In brief, MR
in needed for the study of changes in the pattern of consumption and corresponding
adjustment in the marketing planning, policies strategies.

5) Growing importance of consumers in marketing: - Consumers occupy key position in

modern marketing system. They are now well informed about market trends, goods
available, consumer rights and protection available to them through consumer protection
acts, the growth of consumerism has created new challenges before manufacturers and
traders.
Even growing customer expectations create situation when manufacturers have to
understand such expectations and adjust the production policies accordingly. Indifference
towards consumer expectations may lead to loss of business. In the present marketing
system, consumers cannot be taken for granted. Marketing research particularly consumer
research gives valuable data relating to consumers. It is possible to use such data
fruitfully while framing marketing policies. Thus, marketing decisions can be made pro
consumer through marketing research activities.
6) Shift of competition from price to non-price factors: - Cut-throat competition is
unavailable in the present marketing field. Such competition may be due to various
factors such as price, quality, and packaging, advertising and sales promotion techniques.
Entry of new competitors creates new problems in the marketing of goods and services.
In addition, market competition is no more restricted to price factor alone. There are other
non-price factors such as packaging, branding, after-sales and advertising which create
severe market competition. Every producer has to find out the extent of such non-price
competition and the manner in which he can face t with confidence. MR is needed as it
offers guidance in this regards. A manufacturer can face market competition even by
using certain non-price factors. The shifting of competition from price to non-price
factors has made marketing of consumer goods more complicated and challenging. This
challenge can be faced with confidence by using certain measures through marketing
research.
7) Need of prompt decision making: - in competitive marketing, marketing executive have
to take quick and correct decision. Companies have to develop and market new products
more quickly than ever before. However, such decision is always difficult. Moreover,
wrong decisions may loss to the organization. For correct decision making, marketing
executive need reliable data and up to date market information. Here, MR comes to the
rescue of marketing manager. Problems in marketing are located, defined, analyzed and
solved through MR techniques. This suggests its need as a tool for decision making in
present highly competitive market system.

CRITICAL LITERATURE REVIEW

Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behavior such as return and recommend rate. The level of satisfaction
can also vary depending on other options the customer may have and the other products against
which the customer can compare the organizations products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement. These ten domains of satisfaction include: Quality, Value, Timeliness,
Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service
behaviors, Commitment to the customer and Innovation. These factors are emphasized for
continuous improvement and organizational change measurement and are most often utilized to
develop the architecture for satisfaction measurement as an integrated model. The basis for the
measurement of customer satisfaction is by using the gap between the customers expectation of
performance and their perceived experience of performance. This provides the measurer with a
satisfaction gap which is objective and quantitative in nature customer satisfaction equals
perception of performance divided by expectation of performance.
Marketers in recent times have realized the importance of marketing orientation, and this is being
reflected in the application of marketing mix elements. Consumers needs are fundamental to the
formulation of any marketing strategy, from developing a communicational plan. It may be
worthwhile to explore the intricate aspects of consumer satisfaction level which focuses on
consumer needs. These concepts enable marketers to analyze the acceptability of strategies
planned by them.
Even though we cannot know everything that is to be known, we do need some in depth
knowledge about the consumers, stating with who is he. Is there a real Indian customer or there
is set of stereotype. All the conventional wisdom in market research tends to favor the view that
there are distinct types, and we need to isolate them according to some parameter and label them.

Customer satisfaction as the key element for success in business is a major concern for
any industry. In this paper I have tried to propose a how customer satisfaction level can affect the
performance of an organization.
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 perspective 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.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
Measuring Customer Satisfaction
Organizations are increasingly interested in retaining existing customers while targeting noncustomers; measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Selecting Target Market
A review of marketing opportunities often helps in identifying distinct consumer segments with
very distinct wants and needs. Identifying these groups, learning how they behave and how they
make their purchase decisions enables the marketer to design and market products or services
particularly suited for their wants and needs.
Based on earlier done research following conclusion were drawn about Mahindra Two
Wheelers as a brand in two wheeler industry:
Mahindras objective

It produces bikes and scooters that have speed and power irrespective of the mileage.

Customers age

20-35 years

Income group

Upper middle class and high class

Profession

Students and young executives

Prime Focus

Style
Performance
Value of money

Based on earlier research done Hero Honda, Bajaj Auto and Enfield motorcycles have come out
tops in the customer satisfaction ratings in the 20011 TNS Motorcycle total Customer
Satisfaction Study conducted by TNS Automotive.
The study says that newly launched motorcycles including the Splendor and CBZ from Hero
Honda. Discover and Pulsar from Bajaj and Bullet 350 from Enfield have been ranked highest in
their respective segments.
The study was conducted by compiling responses of more than 7,000 new motorcycle buyers as
regards the performance of more than 50 models across parameters like sales satisfaction,
product quality, motorcycle performance and design, after sales service, brand image, and costof-ownership.
The index score provides a measure of satisfaction and loyalty that a given model or brand
enjoys among its customers.
The study also found that the expectation of the buyer of standard motorcycles (entry level bikes)
has gone up from the previous level, now the buyer also expects similar attention and
commitment as the buyer of higher value bikes.
Styling of the bikes in executive segment is gaining importance in overall customer satisfaction.
In transacting with the service dealer, competitive pricing and explanation have gained
importance as well as have high impact on retention.
For the upper executive segment latest technology and style have gained importance.
Explanation of feature and benefit gained in terms of stated importance while salesperson
knowledge impacts largely on retention.
Premium segment buyers are at the center of focus for all of the manufacturers that have
educated the customers and empowered him to buy consciously after comparing all the option,
now he expects manufacturers to give him the technology, his questions salesperson and look for
the best financing options available and demands quick service. For future purchases the
preference for motorcycles with high engine capacity (150cc and above) is seen in all four
regions of the country however it is almost 70% in south closely followed by west. Across the
country, close to 24% of current motorcycle owners intend to upgrade to a four-wheeler as their
next vehicle

CORPORATE INTRODUCTION
COMPANY PROFILE
On September 29, Mahindra Two Wheelers, a subsidiary of Mahindra & Mahindra,
will launch the Gusto, a two-wheeler that will mark the companys first serious
attempt at taking a stab at the hot-selling scooter market in India. The launch of the
Gusto comes at a time when Mahindras existing scooter line-up has failed to match
up to rivals such as the leader Honda Active, or its leading contemporaries such as
Suzuki Access, Hero Pleasure, TVS Jupiter or Yamaha Ray. Mahindras existing
scooters, Duro and Rodeo, have been carried over from the line-up it acquired when
it bought out Kinetic in 2008, and have failed to make a dent in a thriving market in
the face of superior products coming from rival stables. Thus, much will depend on
Gusto -- the first product to be developed indigenously by Mahindra, and which will
sport an all-aluminum construction apart from having advanced features as stronger
crankshaft and bearings, high-inertia magneto and high-energy HT coil -- to turn
around the companys fortunes in the segment. In the past few years, the scooter
segment has grown faster than motorcycles on a low base and contributes 25
percent of the overall two-wheeler market. According to SIAM data, the industry sold
17.5 lakh units between April and August this year, 32 percent higher than
compared to the same period last year. Mahindras overall two-wheeler business
had failed to take off, clocking accumulated losses of Rs 790 crore since fiscal year
2009 through to 2013, according to a Business Standard report . The brands image
suffered a serious blow after its much-hyped commuter bike Stallio, launched amid
much fanfare to take on the Hero Splendor (it was promoted by Aamir Khan) in 2010
had to be recalled for a gearbox issue months into its launch. Several analysts had
criticized the companys decision to enter the two-wheeler segment and there were
reports the management itself was considering shutting it down. But after ambling
about for a few years, the company appears to be have put its act together. Last
year, its Centuro motorcycle was launched and became an instant success, leading

to a wait period of several months. In 2014, the group asked its top executive Pawan
Goenka to take charge of the division. Mahindra will now look to the Gusto to do in
the scooter business what the Centuro has done in motorcycles: create a mark.
Clearly, the company is pulling out all stops to ensure this. Reports suggest that, in
a first, the company has also roped in its tractors and utility vehicles dealership
network to sell the scooter. The company also has plans to export the scooter and
the India launch will take place along with a launch in other countries such as Nepal,
with many others to follow. The company will also launch its premium sports bike,
the 300cc Mojo, which would help in upping the brand quotient, if not meaningfully
increase the sales chart, and there are a total of four product launches this year.
M&M Financial stock price On September 18, 2015, Mahindra & Mahindra Financial
Services closed at Rs 236.00, down Rs 0.05, or 0.02 percent. The 52-week high of
the share was Rs 344.90 and the 52-week low was Rs 233.35. The company's
trailing 12-month (TTM) EPS was at Rs 13.47 per share as per the quarter ended
June 2015. The stock's price-to-earnings (P/E) ratio was 17.52. The latest book value
of the company is Rs 99.70 per share. At current value, the price-to-book value of
the company is 2.37..Talking about the commercial vehicle segment, Ashok
Leyland and Tata Motors have each announced well over Rs 1,000 Crore of
investment. Mahindra & Mahindra's joint venture with International Trucks is
expected to see an infusion of at least Rs 500 Crore.

We are committed to:

Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of , Mahindra
Two Wheelers products, focusing on serving our customer where we can build long term
relationships by raising their lifestyle through performance excellence, proactive design &
innovative technology. Our innovative solutions will always exceed the changing needs of our
customers and provide value added vehicles.
Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop them to
achieve international level of professionalism with progressive career development. As a good
corporate citizen, we will conduct our business ethically and socially in a responsible manner
with concerns for the environment.
Grow through continuously innovating our business processes for creating value and knowledge
across our customers thereby earning the loyalty of our partners & increasing our stakeholder
value.

Customer #1
We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we provide.
We work hard to achieve what we commit & achieve results faster than our competitors and we
never give up.
Team-work

We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyones 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 organizations goals.

Manufacturing Process:
Mumbai, India, January 20, 2015: Mahindra Two Wheelers Ltd. (MTWL), part of the USD
16.5 billion Mahindra Group and Peugeot Motocycles (PMTC), part of the Euro 54 billion PSA
Group based in France announced today that they have completed the necessary formalities for
MTWLs 51% acquisition in PMTC.
PMTC (a.k.a. Peugeot Scooters), a key player in urban mobility in Europe for 116 years, is the
oldest motorized two-wheeler manufacturer in the world. Peugeot Scooters offers one of the
most comprehensive range of scooters and mopeds, from 50cc to 400cc, including the successful
three wheeled scooter Metropolis - in the European market. This project was announced on
October 7, 2014.
The acquisition, which resulted in the satisfaction of all regulatory, legal and financial conditions
of the agreement, was completed smoothly by both parties within a very short span of time. As
part of the employee dialogue process and Anti-trust law, the Works Council consultation process
has also been successfully completed.
Speaking on the completion of the acquisition, Dr. Pawan Goenka, Executive Director, Mahindra
& Mahindra Ltd. said, At Mahindra, we are committed to the long term growth of Peugeot
Motocycles and are confident that this relationship would be one of mutual respect, trust and
learning. This partnership would enable both MTWL and PMTC to speed up their international
expansion by driving synergies and leveraging respective strengths. It is our intention to work
closely to enable a win-win for both partners".
Under the terms of the agreement, MTWL has infused Euro 15 million into PMTC to finance
projects implemented through the strategic partnership and has also bought shares held by PSA
which would allow MTWL to take a 51% stake in PMTC.

The infrastructure at both the plants supports production of motorcycles and its parts for the
domestic as well as oversees market. At the core are the 5-S and TPM activities that fuel our
agile Manufacturing Processes. We have In-house facility for Machining, Welding processes as
well as finishing processes of Electroplating and Painting till the assembly line.
The stringent Quality Assurance norms ensure that our motorcycles meet the reputed
International standards of excellence in every sphere. As an Environmentally sensitive
organization we have the concept of "Environment-friendly technology" ingrained in our
Corporate Philosophy. The Company boasts of effluent Treatment plant, Rain water - Harvesting
mechanism, a motivated forestation drive. The IS0-14001 certification is on the anvil - early next
year. All our endeavors give us reason to believe that sustainable development for Yamaha will
not remain merely an idea in pipeline. We believe in taking care of not only Your Motoring
Needs but also the needs of Future Generations to come.

Corporate Philosophy:
For society, for the world.
Mahindra Two Wheelers works to realize

Mahindra Two Wheelers 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 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 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 Generations

Hierarchical Structure
Managing Director and CEO
Senior Vice President
Vice President

Top Management

Associate Vice President

Chief General Manager

General Manager

Senior Management

Deputy General Manager

Chief Manager
Manager
Assistant Manager

Middle Management

Senior Superintendent
Senior Officer
Officer

Operational Staff

Assistant Officer

Industry Profile
The Two Wheeler Market Globally
The two-wheeler industry is concentrated in the developing world, especially China and India,
which together account for over half the total worldwide sales of two-wheelers. The Japanese
manufacturers, Honda, Yamaha, Suzuki and Kawasaki, dominate the two-wheeler industry
globally. Currently, all major two wheeler markets, except India, are dominated either by
Japanese firms or their joint ventures.
Hero Moto Corp, an Indian motorcycle company is the world leader by sales.
Motorcycles are used for many different purposes. Some use it for daily commuting (especially
in developing and under-developed worlds) and for hobby pursuits (in developed world). Harley
Davidson, Royal Enfield, BMW, Yamaha etc are the companies that satisfy this hobby pursuit of
the people, the world over.
Two Wheeler Market: The Indian Scenario
The Indian two-wheeler industry can be divided into three broad categories: scooters,
motorcycles and mopeds. Each of these categories can be further segmented on the basis of
several variables, like price, engine power, type of ignition, and engine capacity.
Today, India is the second largest producer and customer of two-wheelers in the world. The
Indian two-wheeler industry has undergone a significant change over the past 10years with the
preference changing from mopeds to scooters, and more recently, from scooters to motorcycles.
With the reduction in the price differential between scooters and motorcycles, there has been a

perceptible shift towards motorcycles because of their better styling, higher fuel efficiency, and
higher load carrying capacity.
Of late, scooters have made resurgence. Honda is the market leader in the scooter segment. Also
female centric two-wheelers like Activa have gained major portion of the market.

Rise of a Product: The Motorcycles

Motorcycles are the most expensive of all two-wheelers. They are more powerful than scooters
and mopeds, have the highest load carrying capacity (which is essential for rural areas), are fuelefficient, have better road grip, and are also the most expensive. Besides, motorcycles are viewed
as trendy in the urban areas as compared with scooters and mopeds.
The fortunes of the motorcycle industry changed after the announcement of the liberal licensing
policy in 1982 where by foreign collaboration were allowed. In 1982, the Government allowed
foreign players to enter the industry through joint ventures. Within four years, the TVS Group
tied up with Suzuki, the Hero Group with Honda, the Escorts group with Yamaha and Bajaj Auto
Limited (Bajaj Auto) with Kawasaki. TVS & Suzuki introduced Ind-Suzuki in 1984, Hero Honda
Motors Limited (HHML) launched CD100 in 1985, and both Escorts and Bajaj Auto launched
their models in 1986-87.
Also, new entrants have entered the market by introducing their products at lower price points,
while the existing players have announced price cuts. This has led to price competition in the
domestic market.
Market Segment for Motorcycles
The motorcycle market in India can be segmented on the basis of price and power. The
motorcycle market is divided into five segments. Basic category models priced betweenRs.30,
000 - Rs.40, 000. Here the focus is, by and large, on price and fuel efficiency. In this category,
Bajaj Auto has Platina, HMC has CD-Deluxe and Yamaha has Crux. In the standard category i.e.
Between Rs.42, 000 Rs.50, 000, Bajaj Auto has Platina-125, HMC has Splendor and Splendor
NXG and Yamaha has Alba and GS-5. Executive category models priced between Rs.55,000 and
65,000. These are models with Japanese and European standards of engineering, styling,
manufacturing and riding comfort. This segment has strong brand such as Victor (TVS), Passion
Pro and SuperSplendor (HHML), Discover (Bajaj Auto), Gladiator (Yamaha), Stunner and Shine
(HMSI) and Zeus (Suzuki). Deluxe category (Rs. 70,000 Rs. 90,000) includes FZ-Sand FZ-16
(Yamaha), Hunk and CBZ Xtreme (HMC), Pulsar150 and 180 (Bajaj), Apache (TVS), Unicorn
(HMSI) and GS-150 R (Suzuki). Premium category models priced above Rs. 90,000. Bajaj Auto
has the Pulsar 200 and 220, Apache- RTR EFI(TVS) and R15 (Yamaha) and Karizma ZMR
(HMC). HMC is the market leader in the motorcycles segments. Since Honda has always been

one of the global pioneers in developing fuel-efficient engine technology, the unique selling
propositions of all HMC motorcycles are fuel efficiency and ease of maintenance. Motorcycles
are positioned as performance oriented, economy oriented and more recently, as products
offering a mix of performance and economy.

MAHINDRA TWO WHEELERS PRODUCTS

To reinvent itself in the two-wheeler segment, Mahindra Two Wheelers Ltd (MTWL) has
started a product-led overhaul. The Mumbai-based company has discontinued sales of two
scooters, Flyte and Kine, and one motorcycle, Pantero. Scooter brand Duro is available only
in dealerships at present. It has also shifted focus to new-generation products. Its pruned
portfolio now has only three models Centuro, Gusto and Rodeo UZO 125.
This is the first major revamp MTWL has done since its debut in the sector six years ago.
The company, which inherited a handful of models from the erstwhile Kinetic Motor
Company after acquiring its business assets in 2008, has been struggling to scale up its
business against competition from Hero MotoCorp and Honda.
Sarosh Shetty, vice-president (marketing) at MTWL, said: Our intent is to be a competitive
firm in the two-wheeler segment, aimed at achieving five per cent market share. We will
launch a refreshed Duro in 45 days; Flyte continues for institutional sales; and Kine was a
two-stroke technology, dated and hence phased out. Pantero production was stopped for
domestic sales but that platform is available for exports.

RACING HERITAGE
Mahindra Two Wheelers Ltd. (MTWL), an unlisted subsidiary of Mahindra & Mahindra
Limited and a part of the USD 16.5 billion Mahindra Group, has made a binding offer to acquire
a 51% stake in Peugeot Motocycles (PMTC), part of the Euro 54 billion PSA Group based in
France. PMTC (a.k.a. Peugeot Scooters), a key player in urban mobility in Europe for 116 years,
is the oldest motorized two-wheeler manufacturer in the world. Peugeot Scooters offers one of

the most comprehensive range of scooters and mopeds, from 50cc to 400cc, including the
successful three wheeled scooter Metropolis, in the European market.
The transaction between MTWL and PSA, subject to Works Council consultation, as part of the
employee dialogue process and anti-trust law, would involve infusion of Euro 15 million into
PMTC to finance projects implemented through the strategic partnership, and further sale of
shares by PSA which would allow MTWL to take a 51% stake in PMTC.
Commenting on the development, Dr. Pawan Goenka, Executive Director, Mahindra &
Mahindra said, “The coming together of Mahindra & Peugeot is a win-win for the
two wheeler businesses of both companies. Mahindra would offer access to the India market,
mass market product technology and competence in marketing while Peugeot brings premium
range, a strong European footprint, and a globally recognized brand.

MAHINDRA TWO WHEELERS MODELS

Mahindra has made an extensive number of two- and four-stroke scooters and bike, on-road and
off- road motorcycles.

MAHINDRA TWO WHEELERS MODELS IN INDIA

Mahindra Centuro

CONCEPT

Mahindra Centuro is a 110cc Motorcycle manufactured in India by Mahindra Two Wheelers.[5] The
Centuro gets a remote lock with a flip key, the remote lock uses a 96-bit secure access just like four
wheelers.[6]The Centuro has already created a lot of buzz in the market with its design and features
and is likely to give leaders Hero MotoCorp, Bajaj, and Honda some serious competition. The bike
has been designed and developed from the ground-up at their R&D facility in Pune, in view of
demands and distinctive feedback received from thousands of customers in the segment.
Unveiling the new bike, Mahindra Group Chairman Anand Mahindra said the companys success in
the two-wheeler territory had proved wrong sceptics who had advised him against venturing into the
segment.

Engine
Under the tank of the Centuro, there is an indigenously developed, 106.7-cc, MCi-5 (Micro Chip
Ignited-5 Curve) single cylinder, air cooled four-stroke motor developing 8.4PS and a four-speed
transmission. The bike has a 5-step rear suspension to provide greater riding comfort on Indian
roads. It produces 8.5 bhp at 8500 rpm and a maximum torque of 8.5 Nm at 5500 rpm. It has four
speed manual transmission and can zoom to 60kmph from rest in 8.9 seconds.

Anti-theft key
A striking feature of the Mahindra Centuro is a Central Locking Anti Theft System with Engine
Immobiliser and multifunctional (car-like) flip key with 96-bit encryption, something that is first not just
in the segment but a first for all motorcycles made in India. by anik majumdar

Find-me lamps
The bike key can be used to start follow-me-home lights that stay on for while after the key is
removed from the ignition, flashing lights with an alarm that aids locating the motorcycle in crowded
parking lots, and a LED torch on the key to help find the ignition slot in case youve parked in a lowlit area.

Fully lit digital dashboard

The bike sports an advanced, fully lit digital dashboard which is divided into three parts. The left part
hosts the DTE and the fuel gauge. The middle has a big-font digital speedometer with one indicator
each for service due and for economy mode. The right toggles between a trip meter, odometer and a
clock. It is an unusually comprehensive feature set for an entry-level motorcycle where most bikes
offer little more than a speedo, fuel gauge and the idiot lights.

Mileage
Mahindra claims an ARAI certified fuel-efficiency of 70 kmpl and the bike comes with a 5 year
warranty.

Mahindra Rodeo RZ

The Mahindra Rodeo is one of the three scooters produced by Mahindra since 2009.[1]
Mahindra Rodeo is a 125 cc gearless power scooter and incorporates technological and design input
from Taiwans SYM & Italys Engines Engineering.[1] Rodeo is supplied with telescopic suspension.
The manufacturer has also included a tachometer and a digital console incorporating a trip meter,
clock, and a USB mobile phone charger.[1]

Rodeo RZ
In June 2012, Mahindra two wheelers unveiled Rodeo RZ, a new model of Mahindra Rodeo having
high ground clearance, advanced telescopic suspension, more mileage and many other features. [2][3]

Rodeo UZO
In August 2014, Mahindra two wheelers unveiled Rodeo Uz

Mahindra Gusto Scooters

The Italian styled, technologically advanced GUSTO, is the first global scooter to be
developed at Mahindra Two Wheelers state-of-art R& amp ;D Centre in Pune.

Creating new benchmarks in styling, performance, ride quality and comfort, the GUSTO
comes with a wide array of consumer inspired technology features:
Height Adjustable Seat: GUSTO is Indias first scooter to offer a Height Adjustable Seat.
Now anyone in the family can effortlessly ride the scooter despite his or her height by simply
raising or lowering the seat height.

Innovations: GUSTO has a host of category-first features like Remote Flip Key, Find-Me
Lamps, Guide Lamps, Bright Halogen Head Lamp with LED pilot lamps, easy Front Kick and a
Quick Storage compartment Italian Styling: GUSTO boasts of a distinctive, bold, and
aspirational style
Performance: It is powered by the high performance, refined 110 cc M-TEC engine with
advanced features such as a stronger crankshaft and bearings, high inertia magneto, high energy
HT coil and series regulator to deliver superior power, efficiency and reliability.
Ride Quality: The large 12 inch wheels, front telescopic suspension with air springs, long stroke
hydraulic rear suspension, high ground clearance, wide wheel base and tubeless tyres, ensure
best-in-class ride quality, safety and stability, even on the toughest roads.
Available in 2 variants : GUSTO Dx and GUSTO Vx
Launched in Northern and Western India. Phased rollout to Rest of India, South Asia, Latin
America & Africa in a few months

An astonishing introductory price of Rs 43,000 (Dx, Ex-Showroom Delhi) and Rs 47,000 ( Vx,
Ex-Showroom Delhi).

Mahindra Duro DZ

The Mahindra Duro is one of the few scooters in Indian market to have a 125 cc engine. The
Duro has been on sale for a few years now. It was upgraded a while ago with a new variant
called the Duro DZ. The Mahindra Duro, with loads of space, offers practicality combined with
respectable performance and a competitive price. The Mahindra Duro is one of the few scooters
in Indian market to have a 125 cc engine. The Duro has been on sale for a few years now. It was
upgraded a while ago with a new variant called the Duro DZ. The Mahindra Duro, with loads of
space, offers practicality combined with respectable performance and a competitive price.
The design of the Duro is similar to the Kinetic Nova and is quite uninspiring, with more
emphasis on practicality. It gets a big six litre fuel rank, a large underseat storage as well as a
glove compartment under the handlebar. The seats are big and supportive and offer a comfortable
ride. The high set handlebar feature a large traditional analogue instrument cluster.
The Mahindra Duro is powered by a four-stroke 124.6cc engine which produces 8bhp and 9Nm
of torque, through a variator controlled, automatic gearbox. The Duro gets both self and kickstart and drum brakes on both wheels. The Mahindra Duro is available in five paint schemes pearl white, mystique grey, cappuccino brown, majestic maroon and fiery black.

Mahindra Pantero

The Pantero is the entry-level motorcycle from Mahindra Two Wheelers. The bike gets good
overall styling and looks better than some of the other bikes in the segment. The bikini fairing
that houses the LED pilot head lamps makes the motorcycle look little edgy. There is decent
amount of graphics running all over the side panels and the multi-bulb LED tail lamps looks
decent.
The Pantero is powered by a single-cylinder air-cooled 100cc MCi-5 engine (Microchip ignited
5-curve engine), which produces 8.5bhp at 8500rpm and torque of 8.5Nm at 5500rpm. The
Pantero is targeted more towards first-time buyers who are looking for basic features yet great
design.
The company claims that the Pantero has an ARAI fuel efficiency of 79.4kmpl. The bike is
available in India in four variants and four colours Feiry, Sterling, Blazing and Cool.

Mahindra Mojo 300

Mahindra had first unveiled the Mojo motorcycle in 2010 along with its commuter motorcycle,
the Stallio. At the time of unveiling, some motorcycle enthusiasts were disappointed and some
were happy. Not because the motorcycle looks weird but because it was first premium sport
motorcycle from Mahindra which directly implies its competitive pricing. But the Pune based
manufacturer has decided to postpone the launch by few years which make us believe that the
company has been continuously working on it.
Mahindra had first unveiled the Mojo motorcycle in 2010 along with its commuter motorcycle,
the Stallio. At the time of unveiling, some motorcycle enthusiasts were disappointed and some
were happy. Not because the motorcycle looks weird but because it was first premium sport
motorcycle from Mahindra which directly implies its competitive pricing. But the Pune based
manufacturer has decided to postpone the launch by few years which make us believe that the
company has been continuously working on it.
When it comes to design, the Mojo has a complete different look if compared with the naked
motorcycle currently available in the market. The design is confused and the twin round
headlamps takes the confusion to a different level. The motorcycle has twin exhaust which will
sell in the India market but there have been rumours that Mahindra is planning to give little
makeover to this 300cc motorcycle. The revised Mojo is expected to have a redesigned tank and
sport fairing panels which will make the motorcycle look more inspiring and aggressive.

Mahindra Mojo 300 Review

14 Sep, 2015 09:29 AM

Overview
Mahindra two wheelers have clearly stated that their much hyped bike, Mojo will hit Indian
roads in a few days. The bike is under final testing and will create a new segment for itself after
debut. Lets try to know more about this unique bike.
Design and Style
The production-ready version of Mojo has not been displayed till now but looking at its concept
version; one thing is sure that Indians have not seen something like this bike before. The twin

circular headlights with golden finish simply make it look majestic from front. There are LED
pilot lamps just on the top of these headlights.
Mojo 300 has an integrated front cowl and visor which has been designed neatly to form the
aggressive face of this bike. Its black colored rear view mirrors come with integrated clear lens
indicators which makes it look sporty. Its front forks carry the set of side indicators while they
are partly painted in gold color.
Many parts of Mojo have been finished with golden color which adds classy touch to this bike. It
has a sharp and attractive front fender which gets extended along its front forks and partly covers
the front tyre of Mojo. The V-shaped styling of its black colored alloy wheels complements the
big disc plate of this bike.
The body colored engine cowl goes well with the black colored engine and adds sporty flavour to
this bike. Mojo is likely to feature twin chrome finished exhaust pipes; one on each side. Its
extended silver finished side panels gel well with the color scheme on this bike.
Its fuel tank has a unique sense of designing which has been never seen before in any Indian
bike. Mojo features a long seat which leads to its rear cowl which houses a LED tail light. The
bike lacks grab rails and looks naked with extended rear fender and macho tyre at the back.
Instrument Console
Mahindra Mojo 300 will have a combined analogue-digital instrument console with blue back lit.
It will feature an analog tachometer and digital speedometer, odometer, trip-meter and fuel
gauge. You will also notice other LED indicators in this instrument console.
Engine and Gearbox
Mahindra Mojo is powered by a single cylinder, 4 valve 299.5cc engine. This liquid-cooled
engine will be generating a maximum power output of 27 BHP @ 8000 rpm. The utmost torque
output of this DOHC engine will be of 30 Nm @ 6000 rpm. This engine will be mated with a
six-speed manual gearbox with one gear down and five gears up-shift pattern.
Expected Acceleration and Performance
As per specifications, this engine is more powerful than its rivals. The bike is likely to be on the
faster side and may even beat its rivals in terms of acceleration and performance. Mojo may
reach the top speed of 150-160 km/hr. The bike may do 0-100km/hr in less than 10 seconds.
Mahindra has to opt for well-matched gear ratios so that rider can use the power of this engine
properly. There are least chances that anyone will complain about engines refinement as its a
DOHC engine which is prepared to stay calm when rev hard. Mojo will be tuned keeping Indian
road conditions in mind which mean you can expect instant throttle response with less gear

shifts. Similar to other Mahindra bikes, we expect the gearbox to be on the smoother side which
helps a lot when you drive bike in city traffic.
Expected Mileage
Mahindra Mojo is yet to be tested on our Indian roads so we are not sure about its fuel economy
but yes, you can expect anything around 30-35 km/ltr from this bike.
Comfort while Riding
The long and well fabricated seat of Mahindra Mojo will provide you comfortable journeys. The
rear set foot pegs will allow you to slightly bend forward to get into a sporty riding posture. The
vibration less handle bar will offer you firm palm grip which is quite helpful on highways. Its a
long and spacious bike which is perfect for long trips. To know more about its comfort enhancing
features, we will have to wait for its launch.
Storage Space and Safety Features
Most probably, there will be no storage space in Mojo. As far as safety is concerned, its pass
button and powerful twin headlights ensures your safety while you drive at night.
Brakes & Suspension
Mahindra Mojo will feature best in class suspension system which will have racing bikes
inspired inverted front telescopic forks and gas charged Mono shock with swing arm at the back.
The bike is likely to feature twin petal disc brakes of 320mm at its front and rear single disc
brake of 240mm. Its not sure if Mahindra will launch the ABS variant of Mojo in India.
Ride and Handling
Mojo will be a long bike with an expected wheelbase of 1460mm which will bring stability to
this bike. Its ground clearance of 175mm will improve its turning abilities at slow speeds. The
fatty tyres of Mojo will provide good grip of roads while its suspension system will enable it to
digest any type of pothole. The bike is likely to be a good off road performer with superb
handling and ride quality. It will be interesting to see how Mahindra will prepare Mojo to steer
through the city traffic. It has to be a light handler to succeed in India with accurate braking
system as our roads are getting crowded day by day.
Verdict
We will have to wait for its launch to know the actual price tag of Mojo which will decide its
future in India. Of course, it will be a unique sports bike which will attract many buyers. It looks
catchy, comes with modern features and has an extremely powerful, refined engine. If Mahindra

can keep its price below INR 1.50-1.70 lakhs then we feel it will be a complete value for money
bike. Mahindra has to hit the bulls eye to make this bike successful in India.

MARKET CHARACTERISTICS
DEMAND SEGMENTAL CLASSIFICATION AND CHARACTERISTICS

The three main product segments in the two-wheeler category are scooters, motorcycles and
mopeds. However, in response to evolving demographics and various other factors, other sub
segments emerged, viz. scooterettes, gearless scooters, and 4-stroke scooters. While the first two
emerged as a response to demographic changes, the introduction of 4- stroke scooters has
followed the imposition of stringent pollution control norms in the early 2000. Besides, these
prominent sub-segments, product groups within these sub-segments have gained importance in
the recent years. Examples include 125cc motorcycles, 100-125 cc gearless scooters, etc. The
characteristics of each of the three broad segments are discussed in Table 1.
Price (Rs. As in
January 2013)
Stroke
Engine Capacity
Ignition
Engine Power (BHP)
Weight (kg)
Fuel Efficiency (km
per litre)
Load Carrying

Scooter
>45000

Motorcycle
>40000

Moped
>25000

2 Stroke, 4 Stroke
90-150
Kick/ Electric
7- 9
90-110
45-60

Mainly 4 Stroke
100,125, >125
Kick/ Electric
8 and above
>110
15-80 +

2 Stroke
50-80
Kick/ Electric
2-5
60-80
70-80

High

Highest

Low

SEGMENT MARKET SHARE

The Indian two-wheeler industry has undergone a significant change over the past 10 years with
the preference changing from scooters and mopeds to motorcycles. The scooters segment was the
largest till FY1998, accounting for around 42% of the two-wheeler sales (motorcycles and
mopeds accounted for 37% and 21 % of the market respectively, that year). However, the
motorcycles segment that had witnessed high growth (since FY1994) became larger than the
scooter segment in terms of market share for the first time in FY1999. Between FY1996 and
9MFY2007, the motorcycles segment more than doubled its share of the two-wheeler industry to
79% even as the market shares of scooters and mopeds stood lower at 16% and 5%, respectively.
Over the past 10-15 years the demographic profile of the typical two-wheeler customer has
changed. The customer is likely to be salaried and in the first job. With a younger audience, the
attributes that are sought of a two-wheeler have also changed. Following the opening up of the
economy and the increasing exposure levels of this new target audience, power and styling are
now as important as comfort and utility.
The marketing pitch of scooters has typically emphasized reliability, price, comfort and utility
across various applications. Motorcycles, on the other hand, have been traditionally positioned as
vehicles of power and style, which are rugged and more durable. These features have now been
complemented by the availability of new designs and technological innovations. Moreover,
higher mileage offered by the executive and entry-level models has also attracted interest of twowheeler customer. Given this market positioning of scooters and motorcycles, it is not surprising
that the new set of customers has preferred motorcycles to scooters. With better ground
clearance, larger wheels and better suspension offered by motorcycles, they are well positioned
to capture the rising demand in rural areas where these characteristics matter most.
Scooters are perceived to be family vehicles, which offer more functional value such as broader
seat, bigger storage space and easier ride. However, with the second-hand car market developing,
a preference for used cars to new two-wheelers among vehicle buyers cannot be ruled out.
Nevertheless, the past few years have witnessed a shift in preference towards gearless scooters
(that are popular among women) within the scooters segment. Motorcycles offer higher fuel
efficiency, greater acceleration and more environment- friendliness. Given the declining
difference in prices of scooters and motorcycles in the past few years, the preference has shifted
towards motorcycles. Besides a change in demographic profile, technology and reduction in the
price difference between motorcycles and scooters, another factor that has weighed in favor of
motorcycles is the high re-sale value they offer. Thus, the customer is willing to pay an up-front
premium while purchasing a motorcycle in exchange for lower maintenance and a relatively
higher resale value.

Manufacturers

As the following graph indicates, the Indian two-wheeler industry is highly concentrated, with
three players-Mahindra Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS) accounting for over 80% of the industry sales as in FY2007. The other key players in the twowheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), and
LML Ltd (LML), Yamaha Motors India Ltd (Yamaha), Majestic Auto Ltd (Majestic Auto), Royal
Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI).
Although the three players have dominated the market for a relative long period of time, their
individual market shares have undergone a major change. Bajaj Auto was the undisputed market
leader till FY2000, accounting for 32% of the two-wheeler industry volumes in the country that
year. Bajaj Auto dominance arose from its complete hold over the scooter market. However, as
the demand started shifting towards motorcycles, the company witnessed a gradual erosion of its
market share. HHML, which had concentrated on the motorcycle segment, was the main
beneficiary, and almost doubled its market share from 20% in FY2000 to 50% in FY2007 to
emerge as the market leader. TVS, on the other hand, witnessed an overall decline in market
share from 22% in FY2000 to 17% FY2007. The share of TVS in industry sales fluctuated on a
year on year basis till FY2003 as it changed its product mix but has declined since then.

Technology
Hitherto, technology transfer to the Indian two-wheeler industry took place mainly through:
licensing and technical collaboration (as in the case of Bajaj Auto and LML); and joint ventures
(HHML). A third form - that is, the 100% owned subsidiary route - found favor in the early
2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2 details the alliances
of some major two-wheeler manufacturers in India. Besides the below mentioned technology
alliances, Suzuki Motor Corporation has also followed the strategy of joint ventures (SMC
reportedly acquired equity stake in Integra Overseas Limited for manufacturing and marketing
Suzuki motorcycles in India).

Technology Tie ups of Selected Players

Bajaj Auto

Hero Moto Corp

KEL

LML

Nature Of Alliance
Technological tie-up

Company
Kawasaki
Heavy
Industries Ltd, Japan
Tokyo R&D Co Ltd,
Japan
Technological Tie Up Honda Motor Co,
Japan
Tie
up
for Italijet, Italy
manufacturing
and
distributing
Technological Tie Up Daelim Motor Co Ltd

Product
Motorcycles / Twowheelers

Motorcycles
Scooters

Motorcycles

With the two-wheeler market, especially the motorcycle market, becoming extremely
competitive and the life cycle of products getting shorter, the ability to offer new models to meet
fast changing customer preferences has become imperative. In this context, the ability to deliver
newer products calls for sound technological backing and this has become one of the critical
differentiating factors among companies in the domestic market. Thus, the players have
increased their focus on research and development with some having indigenously developed
new models as well as improved technologies to cater to the domestic market. Further, with
exports being one of the thrust areas for some Indian two- wheeler companies, the Indian original
equipment manufacturers (OEMs) have realized the need to upgrade their technical capabilities.
These relate to three main areas: fuel economy, environmental compliance, and performance. In
India, because of the cost-sensitive nature of the market, fuel efficiency had been an interest area
for manufacturers.
It is not only that the OEMs are increasing their focus on in-house R&D; they also provide
support to the vendors to upgrade the technology and also assist those striking technological
alliances.
TRENDS IN THE TWO-WHEELER INDUSTRY
Companies raising capacity to meet the growing demand:
All the major two-wheeler manufacturers, viz. Mahindra Bajaj Auto, HHML, YMIL, TYS,
HMSI and others, have increased their manufacturing capacities in the recent past. Most of the
players have either expanded capacity, or converted their existing capacities for scooters and
mopeds into those for manufacturing motorcycles. The move has been prompted by the rapid
growth reported by the motorcycles segment since FY1995.

Niche markets also witnessing intense competition:

A significant trend witnessed over the past five years is the inclination of consumers towards
products with superior features and styling. Better awareness about international models has
raised expectations of consumers on some key attributes, especially quality, styling, and
performance. High competitive intensity has prompted players to launch vehicles with improved
attributes at a price less than the competitive models. In an effort to satisfy the distinct needs of
consumers, producers are identifying emerging consumer preferences and developing new
models. For instance, in the motorcycles segment, motorcycles with engine capacity over 150cc,
is a segment that has witnessed significant new product launches and hence, become more
competitive. The indigenously launched Pulsar 150 had met with success on its launch and
thereafter, a host of models have been launched in this segment by various players. While Bajaj
Auto launched the Pulsars (180 cc, 200cc and 220cc) with digital twin spark technology (DTSFi)
that offers a powerful engine and fuel efficiency of 125 cc models. Moreover, in the recent past,
the motorcycle segment has witnessed launch of vehicles with higher engine capacity (higher
than 150cc) and power (higher than 15bhp). These include models such as Bajaj Auto Eliminator
and Royal Enfields Thunderbird followed by HHMLs Karizma and Yamaha R15 and other sports
bikes. The products in this segment cater for style conscious consumers. Quite a few players are
developing models combining features such as higher engine capacity", optimum mix of power
and performance, and superior styling. However, the extent of shift to these products would
depend on the positioning of such products in terms of price.
In the scooters segment, the market for plastic-bodied aromatic scooters continues to witness
growth in the scenario of overall decline in scooter volumes. Higher volumes and growth are
especially true for certain scooter models, such as Honda Activa, that brought in new technology
(besides aromatic transmission) to further differentiate themselves. Thus, the need to differentiate
and create a niche has led to companies strengthening their research and development (R&D)
capabilities and reducing the development time for new models.
INCREASING FOCUS ON EXPORTS:
For the first nine months of FY2007, two-wheeler exports increased by 37% over the
corresponding previous, led mainly by motorcycles even as exports of other two-wheelers were
healthy. While motorcycle exports increased by 40%, scooter and moped exports increased by
29% and 27% respectively.
Motorcycle exports by Bajaj Auto, HHML and TVS have reported a robust growth in FY2007
and are expected to increase further in the medium term.
Although the Indian two-wheeler manufacturers have forayed on their own in their target export
markets, there have been instances of tie-ups with the technology partners. Bajaj Autos tie-up

with Kawasaki to jointly market Bajaj products in Philippines is a case in point. Under the tie-up,
M/s Kawasaki Motors Philippines Corporation has been appointed as exclusive distributors to
market select Bajaj two- wheelers that include Bike, Caliber 115 and Wind 125. These vehicles
are being sent to Philippines in the completely built unit (CBU) form. Other strategy of
expanding international presence considered by few players is that of setting up assembly lines in
select South East Asian countries either on their own or in partnership with local players.
Besides, plans of select overseas technology partners to source from their Indian partners and
plans of global majors to develop their Indian manufacturing unit as a sourcing hub may also
lead to increase in two-wheeler exports from India.

SWOT ANALYSIS
Strengths:

Excellent branding, advertising and global distribution

Yamaha Motor Corporation has over 39,000 employees
One of the major brand in motorsport like MotoGP, World superbike etc
Yamaha produces scooters from 50 to 500 cc, and a range of motorcycles from 50 to
1,900 cc, including cruiser, sport touring, sport, dual-sport, and off-road
Extremely high Size and reach of company

Opportunity:

Two-wheeler segment is one of the most growing industries

Export of bikes is limited i.e. untapped international markets

Threats

Strong competition from Indian as well as international brands

Dependence on government policies and rising fuel prices
Better public transport will affect two-wheeler sales

OTHER MAJOR MOTORCYCLE COMPANIES IN THE INDIAN MARKET

Hero Moto Corp

Hero MotoCorp sold highest number of two-wheelers in the calendar year 2013 in the month of
May. Company has once again crossed the half million vehicle sales mark comfortably, after a
long time. This sales mark, the company has now become habitual with. Honda tried to challenge
Hero Motocorp, in its core competence area which is 100cc commuter bike, twice recently, but
failed to do noticeable damage. Rather Hero Motocorp recorded a marginal growth of 0.22%
over that of the same month of the last year and a strong growth of 11.78% over that of the last
month. Hero Motorcorp is going to face intense competition as probably Honda and TVS are
ready with new scooters and Bajaj Auto is set to launch a number of Discovers to shake
commuter bike segment.
Hero is recognized today as one of the most successful MotorCycle Brand in the world.

Bajaj
Pune based two-wheeler manufacturer, Bajaj Auto, is trying to get its basics right by focusing on
commuter bike segment with their brand Discover. To the some extent the strategy seems to be
working as recently launched Discover 100T and 125ST are bringing some good volumes for the
company. After an all year low sales figure in March, company has got its bearings right in the
month of May. Company is steadily gaining sales volume and now they are back to their average
level. From next month onwards, we hope for a serious action coming up from the manufacturer
and hope that the product launches will convert in sales too. Bajaj Auto closed the month of May
with rise in sales of 1.31% on MoM basis but recorded 5.32% fall in sales on YoY basis.

TVS
TVS Motors sales figure are always composed of bikes, scooters, mopeds and some other twowheelers which are not available in India. So if we consider the bike and scooter sales only, then
the company has fared pretty well. Scooter sales have increased after long time but are still
below their expectations. Bikes sales have witnessed small downfall. But overall sales figure of
the company is still falling continuously and is the lowest of this calendar year. It has decreased
by 0.72% and 7.94% on MoM and YoY basis respectively.

SUZUKI
SUZUKI MOTORCYCLE INDIA PRIVATE LIMITED is a subsidiary of Suzuki Motor
Corporation Suzuki Motorcycle India reported a jump of 76.13 per cent in its sales in March at
21,752 units, on the back of good response to its new products. The company had sold 12,350
units during March 2011.

Honda Motorcycles and Scooters Ltd.

Honda has kept its promise of launching a two-wheeler every quarter and hence we have seen
Dream Yuga, Dream Neo, CB Trigger coming out from their camp. Now next offering coming
out is likely to be a scooter, probably the 125cc one. So with these many launches in bike
segment, Honda took a shot at the volume segment of the industry. But somehow it is not
reflecting in their sales figures. Their individual bike sales figure and overall sales figure have
fallen drastically on both MoM and YoY basis. On the other hand, in their area of expertise, the
scooter market, they are dominating and gained sales figures by margin. Overall Hondas sales
graph has fallen down by 11.77% but climbed up by 3.37% on MoM and YoY basis respectively.

SALES FIGURE
INDIANMARKET

OF

MOTORCYCLE

COMPANIES

IN

THE

RESEARCH METHODOLOGY
RESEARCH PROBLEM AND OBJECTIVE:
Research in common parlance refers to search for knowledge. Research is an academic activity
and as such it is used in a technical sense. According to Clifford Woody, research comprises
defining and redefining problems, formulating hypothesis or suggesting solutions, collecting,
organizing and evaluating data, making deductions and research conclusions to determine
whether they fit the formulating hypothesis.
Primary objective:
The research encompasses the primary objective of comparison and analysis of Mahindra two
wheelers with respect to other brands prevailing in the market i.e., Hero Honda, Honda, Bajaj,
TVS and Suzuki. The primary aim is to interpret the satisfaction level of customers using
Yamahas bikes and to find out the areas in which it needs to improve to develop a better
perception in the mind of its customers. It entails as to suggest Yamaha how to become a no. 1
customer oriented company

Secondary objective:
To go in detail, the research includes the study of comparative satisfaction level of customers
using different bike brands; the various areas where competitors supersede and the areas where
the competitors lack.
Furthermore the research aims to find out the relative market capitalization of Yamaha in the two
wheeler industry and to suggest some concrete and absolute measures to give a rise to its share in
the two wheeler segment.

Research Process
Extensive Literature Survey: Before starting the research in-depth study of the topic was
done to form a clear picture of what and how research is to be done.
Formulating the Research Problem: The next step was to find out the problem of the case.
Then the problem was understood thoroughly and rephrasing the same into meaningful terms
from analytical point of view. This step is of greatest importance in the entire research.
Design of Questionnaire: A questionnaire was developed for the survey. The questionnaire is
of structured type. Most of the questions were based on 5 point bipolar Liker Scale.
Determining the Sample Size: Next step is to determine the number of to be targeted from
various ages, monthly salary, and gender. So a total of 200 people were surveyed.
Collecting the data: The data was collected from various class of people based on age, sex,
income, location.
Analysis of Data: The data collected from various people was segregated into various
categories in order to analyze it. Analysis was done based on more than 22 different parameters.
Generalization and Interpretation: Data was tested and upheld several times, and then
generalizations were drawn from the analysis.
Preparation for the report: Lastly report about the research is made.

Research Design:
Exploratory Research design

Focus Group
Primary data analysis

Collection of Data:
Qualitative Data

Survey
Questionnaires

Sampling:
Non-Probability Sampling

Judgmental Sampling
Simple Random

Sample Design:
Sampling may be defined as the selection of the some part of an aggregate or totality on the basis
of which a judgment or interference about the aggregate or totality is made. It is the process of
obtaining information about entire population by examining only a part of it in which
generalizations or influences are drawn based on the sample about the parameter of population
from which samples are taken.
Sample Size:
A total of 200 people have been questioned for the purpose of filling up the questionnaire.

Details of the Survey Conducted

Sample Size
Target Population

Area Covered
Sampling
Type of Questionnaire
Type of Questions

200
20-25 years
25-30 years
30 and above
Delhi/ New Delhi, Noida & Greater Noida
& Semi Urban and Rural Areas
Judgmental simple Random
Structure 5 point bipolar liker scale
Close Ended Questions

SCOPE OF STUDY
The research was carried out to find factors which influence customer satisfaction level to
maximum level. The study projects that customer satisfaction level change with change in
various factors like during sales evaluation, during delivery of the vehicle and after sales
evaluation. This research is an attempt to provide feedback to Motorcycle manufacturer
Mahindra two wheelers India Ltd. so that they can bring about changes in various departments of
their organization which will help them in becoming Number 1 motorcycle brand in India.
For instance during research factors such as technology, maintenance, looks, style, brand image,
behavior of dealers, timely delivery of documents and bike and proper information about the
product were considered.
This research would give necessary details to Mahindra two wheelers so that it could know the
various factors that affect customer satisfaction level and then initiate appropriate changes to
make it Number 1 motorcycle brand in India.

DATA COLLECTION AND INTERPRETATION

DATA COLLECTION AND INTERPRETATION
The research required collection of first hand primary data from the respondents. The
respondents necessarily were to be bike users. They were exposed to a questionnaire containing
different parameters for the evaluation of their satisfaction level. The broad parameters were:
During sales evaluation.
During vehicle delivery.
After sales evaluation.
It was expected that the respondents were honest while answering the questions with proper
consideration of the brand image of the bike they were currently using. The questionnaire
contained liker scaling to rate various parameters.

The respondents were so selected that they were representative of various segments of bike
users. The respondents were questioned on:
Petrol pumps
Service stations
Educational institutes
Vehicle showrooms
Malls
Residential areas and
Factories
The results and responses were recorded on a SPSS data viewer (Statistical Package for Social
Sciences) parameters were defined on a SPSS variable viewer. The next step was to run the
SPSS and acquire specific results pertaining to the research done.
The findings and analysis complementing to results are discussed in the chapters to follow.

GRAPHICAL DATA ANALYSIS

DATA ANALYSIS
The data analysis portion is the backbone of any primary or secondary research. There are
various tools of data analysis is that helps the researcher to interpret his data into final results.
The data collected in this research was analyzed using he most effective tool of market research
i.e., SPSS (statistical package for social sciences). The parameters were set up giving preference
to non-demographic factors more than demographic factors. The data was analyzed on the total
of 20 parameters as mentioned below:

Customers age
Marital status
Profession
Education
Attitude of dealer
Explanation of product features by the dealer.
Sales terms and conditions.
Product display in the showroom
Cleanliness in showroom and service station
Atmosphere
Cleanliness of purchased bike
Time taken in delivery
Explanation of bike functions
PDI and checks made
Time taken in documentation
Salesman follow up
Reminder of first service
Action to complains
Replacement condition

GRAPHICAL DATA INTERPRETATION

1. Which age group of customers prefer bike most?

Age Group

18-25

25-35

35-45

About 45

Percentage

65 %

20%

10%

5%

Percentage of customers who prefer bike most

70
60
50
Percentage of customers
who prefer bike most

40
30
20
10
0
18-25

25-35

35-45

About 45

Interpretations:
65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10% of age group of
35-45 and the rest of age group above 45 years old.

2. How do professionals/occupational people show their preference towards motor

bike?
Student

45 %

Service

40 %

Business

5%

Self Employed

5%

Others

5%

Preferance of bike

Self Employed; 5%

Others; 5%

Business; 5%
Student; 45%

Service; 40%

Interpretation:

Occupationally and professional the motor bike has been used i.e., 45 % preferred by student, in
the service level it is used 40% and the rest of used in business, self-employed and for other
purposes used.

3. How do income wise customers show their interest towards motor bike?
10000-15000

35 %

15000-20000

40 %

20000-50000

15 %

50000-100000

5%

Above one lack

5%

Income wise Interest of Customers

50000-100000; 5%

Above 1 Lac; 5%

20000-50000; 15%

10000-15000; 35%

15000-20000; 40%

Interpretation :
In the base of economically, it is used in the base of income i.e., 35 % of income group 10,000
15,000, 40 % of 15000-20000, 15 % of income group of 20,000-50000 and rest of used in the
rarely above income of 50000.

4. Which companys bikes customer would like to purchase ?

Mahindra

13%

Hero Honda

41%

BAJAJ

32%

TVS

3%

Honda

9%

Suzuki

2%

Customer Preferance for bike's Company

Honda; 9% Suzuki; 2%
TVS; 3%
Yamaha; 13%

Bajaj; 32%

Interpretation :

Hero ; 41%

40 % motor Bike Company and its models liked by people of Hero Honda, second position of
Bajaj and third position of Yamaha and rest of TVS and other companies.

5. Which features of a bike customer would like to prefer most while purchasing ?
Speed

40 %

Power/BHP

5%

Mileage

30 %

Design

5%

Brand

5%

Pick up

2%

Color

5%

Comfort

8%

Feature of bike that Customer search for

Color; 5% Comfort; 8%
Pick up; 2%
Brand; 5%

Speed; 40%

Design; 5%

Mileage; 30%

Interpretation :

Power/BHP; 5%

65% age group of 18-25 preferred a motor bike, 20% of age group 25-35, 10 % of age group of
35-45 and the rest of age groups above 45 years old.

6.

How do people come to know about bikes ?

TV

35 %

Newspaper

15 %

Friend

12 %

Product Show

10 %

Family

8%

Test Ride

2%

Internet

10 %

Hoarding

8%

How do people come to Know about Bikes

Hoarding; 8%
Internet; 10%
Test Ride; 2%
Family; 8%

TV; 35%

Product Show; 10%

Friend; 12%

Interpretation :

Newspaper; 15%

The aware and know about motor bike products about 35 % by TV channels, 15 5 newspapers /
magazines, 12 % by friends, 10 % by product show, 10 % through internet, 8 % by family and
others through test riding and hoardings.

7. Why did you purchase a bike ?

Brand value

80 %

Design

5%

Publicity

14 %

Scheme

0%

Gift

1%

Why did people purchases bike

Publicity; 14%

Gift; 1%

Design; 5%

Brand Value; 80%

Interpretation :

The bike has purchased according to brand value, design, publicity and others base. The
common factor, in the present firstly brand value is the main factor i.e. 80 % people has been
purchased any motor bike and 14 5 has been purchased having the main factor of publicity.

8. How was your experience after using the bike ?

Good

20 %

Excellent

75 %

Satisfactory

5%

Not Good

0%

Experience after using Bike

Satisfactory; 5%

Excellent; 75%

Interpretation :

Good; 20%

In the most preferred through experience i.e., the good, and excellence and satisfactory based. In
the survey it has been found that 75 % excellence and 20 % has been telling about with good
theme.

9. Where does customer want the servicing of his motor bike to be done ?

Showroom

85 %

Road Mechanic

15 %

Customer preferance for bike servicing

Road Mechanic; 15%

Showroom; 85%

Interpretation :
The main important thing that the motor bike servicing factors where it will be better do for that.
95 % customers attitude towards servicing of motor bike in showroom and rest of road
mechanic.

10. Do customers get full value of money for the bike they purchased ?
Yes

100 %

No

0%

Customers got full value of money or not?

Yes; 100%

Interpretation :
100 % customers attitude has been found towards full value money have taken over all the
products.

11. Are customers satisfied with the performance of there bikes ?

Yes

99 %

No

1%

Customer Satisfaction towards Bikes Performance

No; 1%

Yes; 100%

Interpretation :
Approximately 100 % customers satisfaction level of motor bike products and a rarely can say
that no comments about it.

12. Which type of brakes is mostly preferred by the customers ?

Disk Brake

85 %

Drum Brake

15 %

Brakes preferred by customers

Drum Brakes; 15%

Disk Brakes; 85%

Interpretation :

The main factor is used for customer favorably through disc brake and drum brake. It is 85 %
used disc brake and rest of used drum brake.

13. Which types of wheels are mostly preferred by the customers ?

Spoke Wheel

20 %

Alloy Wheel

80 %

Wheels preferred by Customers

Spoke Wheel; 20%

Alloy Wheel; 80%

Interpretation :

The main attraction through spoke wheels and alloy wheels i.e., 80 % customers preferred to
alloys wheels and rest of preferred to spoke wheels.

14. Are customers satisfied with the dealer services of their bikes?
Extremely Well

45 %

Very Well

50 %

Average
Very Well
Not Well at All

Not

5%
0%

Customer Satisfaction with the dealer services of their Bikes

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Extremely Well

Very Well

Average Not very well Not well at all

Customer Satisfaction with the dealer services of their Bikes

Interpretation :
Yes, 50 % customers has been highlight about brands and can have very well whenever 45 %
extremely well and rest of average.

FINDINGS OF RESEARCH
The chart represents the analysis of the covered brands on the basis of different

BRANDS

Hero

Bajaj

Honda

TVS

Suzuki

Mahindra

Male

Male

Male

Male

Male

Male

Parameters
Gender

Marital
Status

Unmarri
ed

Unmarri
ed

Unmarri
ed

Unmarri
ed

Married

Unmarri
ed

Profession

Salaried

Salaried

Salaried

Salaried

Salaried

Salaried

Age

21-25

21-25

21-25

21-25

21-25

26-30

Education

Graduate

Graduate Graduate

Graduat
e

Graduate

Graduate

Dealers
attitude

Good

Good

Good

Good

Good

Good

Explaination of Good
product feature

Good

Good

Good

Good

Average

Sales terms and Very

Condition
Good

Good

Good

Average

Good

Average

Product display

Good

Good

Good

Good

Good

Good

Cleanliness

Good

Good

Good

Good

Good

Good

Atmosphere

Good

Good

Good

Good

Average

Good

Cleanliness of Good
purchased Bike

Good

Good

Good

Good

Good

Timely delivery Very

of bike
Good

Good

Very
Good

Good

Good

Good

Explaination of Good
bike Function

Good

Good

Average

Average

Good

PDI and Check

Good

Good

Good

Good

Average

Average

Time taken in Good

Documentation

Good

Good

Good

Average

Good

Salesman
follow up

Average

Good

Average

Average

Good

Remainder of Good
first service

Poor

Average

Poor

Average

Good

Prompt action Good

to complaint

Good

Good

Good

Average

Good

Average

Replacement

Might or Might or Probabl

might not might
y Buy
buy
not buy

Might or Might or Might or might

might
might not not buy
not buy
buy

Interpretation :

Out of the six brands covered the respondents of Suzuki are generally married while other
brands have unmarried customers.

The average age of a Mahindra two wheelers comes out to be 26-30 years as compared to
others brands average customers age which is 21 25 years.

When explanation of product features comes into view; only Mahindra two wheelers
customers rank them average; others says its good.

Hero Honda and Honda are most favored brands when timely delivery of bike comes into
picture.

Suzuki customers says that they have to run after their dealers for the documentation of
the delivery done while others say they are satisfied.

Mahindra two wheelers is best when sales follow up after delivery is concerned.

The most important point that comes up after analysis is that almost every brand of
customer wants a change but Yamaha customers are generally loyal to their brand.
To conclude it can be said that almost every brand lacks in terms of sales follow
up. So this is the area where Yamaha can focus and position its bikes.

Secondly, there is huge market for bikes because almost every bike user wants to
change its bike because of some or the other reason.

Lastly, Yamaha has a good market image but a minimum number of users are
new. The most raring point is that Yamaha in spite of having a low market share is
able to retain most of its customers.

GAPS IN LITERATURE
The research has showed following gaps

Average age - 26-30 years. The average age of Yamaha bike users was assumed to be
21-25 years. But from the survey it was found that the average age of Yamaha bike users
lie between 26-30 years of age.

Profession- Salaried; yound executives. Before research students and young executives
were considered to be the main customer of Yamaha. But our research has shown that the
salaried class is the main customer of Yamaha.

From the research it can be easily inferred that the Mahindra two wheelers customers
are the most loyal customers as maximum number of Mahindra two wheelers bike
users are those who have already used Mahindra two wheelers bikes. While the number
of new customers are much less than that of other brands

Competitive advantage

Speed
Power
Pick-up
BHP

SCOPE OF FURTHER RESEARCH

There are various conclusions that can be arrived at regarding the Indian two wheeler industry
after the execution of this research. Still the research cannot be considered as totally exhaustive.
There are various areas that are beyond the scope of this research. This arises the need and scope
of further research in this area. Some of the possible arenas can be as follows :

Forecasting the market for two wheelers industry in coming 5 years.

Study of consumer behaviour of Indian two wheeler industries.
Developing a model for success of a particular brand on the basis of arrived conclusions.
Developing a model of bike on the basis of responses of the customers to stabilize in the
market; determining the optimum combination of mileage and price.

CONCLUSION
From the research following facts about Indian two wheeler industries has been inferred :

Age group
21-35 years

Profession
Mostly salaried

Customers are generally satisfied with attirude of dealers at the time of sales.
Every brand of bikes has a poor response in terms of sales follow up.

Hero Honda is the most famous brand.

Favored bikes in todays date are
Hunk
Pulsar
Apache
Customers stress on quality as compliments to looks.
Mileage is what everybody wants.
In fact, the dealership of Delhi / New Delhi is found good having with customers
attitude and behaviour to Dealership valuation other than found of Noida then
Greater Noida.

SUGGESTIONS

INTRODUCTION OF NEW BRANDS Mahindra two wheelers should introduce new

bikes in the market. It will definitely make the market oligopolistic, but will improve the
condition of Yamaha.

BIKE IN 150 CC SEGMENT Mahindra two wheelers does not have any successful
bike in these segments. Yamaha needs to introduce a bike in this segment which can
compete with the other brands on pricem power, pick-up,mileage and style.

INTEGRATION OF MARKETING AND R&D DEPARTMENT Mahindra two

wheelers has got best R&D facilites and international design of sports bikes. It needs to
integrate its efforts together with other department more specifically marketing wing and
try to give customers what they want.

It has been found from the research that Mahindra two wheelers has got the most loyal
customers but when it comes to Mahindra two wheelers, people still talk about RX 100.
Mahindra two wheelers should develop a bike like RX-100, and this time mileage and
style should also be considered.

360 degree marketing approach and need to follow aggressive promotional campaigns to
grab a larger piece of pie in the motorcycle segment.

Focus should be on teenagers, young and executives as they represent largest portion of
the bike user segment.

Provide better sales follow up which almost every brands lacks the research has showed
that the bike users of all brands are dissatisfied with their after sales experience this is a
big loop hole which Mahindra two wheelers can use to improve its brand image and to
gain more customers.

Indian customers generally do not use bike for fashion but a necessity so mileage should
be a concern, so it needs to create a better image in mind of its customers regarding
mileage.

LIMITATIONS

Research was limited to only two wheeler motorcycle industry.

Research was restricted to Noida only.

Since it is limited only to two wheeler motorcycle industry so the entire customer
satisfaction level while and after purchasing a product cannot be projected on this
research.

Sometimes it was very difficult to get the necessary information as filling the questionaire
required time.

Research could have been wider in scope if along with customer satisfaction level
consumer behaviour pattern was also studied.

ANNEXURE

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 professionals / occupational people show there preference towards motor

bike ?
a. Student b. Service c. Business d. Self employed e. others
3. How do income wise customers show their interest towards motor bike ?
a. 10000-15000
d. 50000-100000

b. 15000-20000
e. Above 1 lack

c. 20000-50000

4. Which Companys bikes customer would like to purchase ?

a. Hero Honda b. Bajaj

c. Mahindra two wheelers

d. TVS

e. Honda

5. Which features of a bike customer would like to prefer most while purchasing ?
a. Speed
e. Brand

b. Power / BHP
f. Pick-up

c. Mileage
g. Color

d. Design
h . Comfort

6. How do people come to know about bikes ?

a. TV
e. Family

b. Newspaper c. Friend
f. Test Ride
g. Internet

d. product Show
h. Hoarding

7. Why did you purchase a bike ?

a. Brand Value

b. Design c. Publicity d. Scheme e. Gift

8. How was your experience after using the bike ?

a. Good

b. Excellent

c. Satisfactory

d. Not Good

9. Where do customers want the servicing of his motor bike to be done ?

a. Show Room

b. Road Mechanics

10. Do customer get full value of money for the bike they purchased ?
a. Yes

b. No

11. Are customers satisfied with the performance of there bikes ?

a. Yes

b. No

12. Which type of brakes are mostly preferred by the customers ?

a. Disk Brake

b. Drum Brake

13. Which types of wheels are mostly preferred by the customers ?

a. Spoke Wheel

b. Alloy Wheel

14. Are customers satisfied with the dealer services of their bikes ?
a. Extremely Well

b. Very Well

c. Average Well d. Not Well At All

CUSTOMER SATISFACTORY SURVEY

CUSTOMER NAME--

Town:

Phone number

State:

Email id..

Address of the customer.......................................................................................

..

Name of the freelancer: ...

A. Current motorbike, do you think you would buy from the same dealer ?
( Please tick )

a. Definitely buy
d. Probably not buy

b. probably buy
e. definitely not buy

c. Might or might not buy

Reasons...

B. If you planning to buy a new bike which brands it would be ?

..

C. If not same company then Why ?

D. If you think of buying a Yamaha bike in future which features will make you buy ?
a. Mileage
f. Price

b. Style
g. Service

c. Color
h. BHP

d. Power
i. Pick up

k. All purpose l. Maneuverability m. Speed

e. Brand
j. Quality

n. Reliability

o. Riding comfort

BIBLIOGRAPHY
BOOKS

Kotler philip, Keller Lane Kvin Marketing management 12th edition Pearson Education
P.No. 117,118,121.

 Ramaswamy V.S., Namakumari S. Marketing Management 3 rd edition 2006

Macmillian Publications. P.No. 311,312
Kumar Arun, Minakshi N. Marketing Management Vikash publication 1 st edition 2006
P.No 213,214
Kotler Philip, Koshy Abraham, Marketing Management 13 th Edition Pearson Education
P.No. 115,116,120.

WEBSITES

www.indianauto.com
Www.mahidra & mahindra.com

www.bikes.com

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