Project Yamaha Chethan

Consumer Attitude On Two Wheelers
INTRODUCTION
CONSUMER ATTITUDE
Consumers are individuals with likes and dislikes. When the preponderance of people in a
particular group feel one way or another about a product, service, entity, person, place or
thing, it is said to be a generalized consumer attitude that could affect the marketing of that
person, product or entity in positive or negative ways. Marketers strive to influence consumer
attitudes, and understanding the prevailing attitude is the first step to changing it if needed.
Consumer Attitudinal Research

One of the prime reasons for conducting marketing research is to understand consumer
attitudes. Attitudes affect behaviour. In marketing, the desired behaviour is to purchase a
product or service. Marketers need to know what attitudinal barriers exist in purchasing so
they can strategize how to counter those obstacles through marketing activities.
Large companies will conduct market studies that survey the opinions of hundreds or
thousands of people. Their goal is to survey a sample size large enough so that the results are
deemed "significant." They pose questions to study participants that attempt in every way
possible to understand all the attitudinal nuances of the study subject. Findings from research
are used as the basis for marketing and advertising strategies. Big marketers will benchmark
attitudes and do successive studies over a number of years to determine if marketing efforts
have worked to change consumer attitudes.
East Point College Of Higher Education
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Negative Learned Attitudes

People develop attitudes almost from birth. Some attitudes are learned, likely from parents.
The influence of a respected person can be a powerful and long lasting attitude influencer. A
marketer of a new detergent might have difficulty persuading a group of people who hold the
belief that only the detergent brand Mom used is best. From the marketer's perspective, these
learned attitudes are negative ones because they can affect receptivity to his product. Despite
the marketers' best efforts, there might be little that can be done to dissuade such a belief if it's
strongly ingrained.
Learned attitudes can be deep-seated, emotionally charged feelings that dictate behaviours
which can even baffle the person exhibiting those attitudes. When marketers encounter
consumers with learned negative attitudes, they usually write off those groups as not worth
the time and effort to target for marketing purposes
Positive Learned Attitudes

Consumers who have positive learned attitudes are an automatic consumer franchise for
marketers. They tend to exhibit loyalty and purchase frequently as well as defend the product
or service to others who may criticize it. They take criticism as a negative reflection of the
individual from whom they learned the attitude. The higher the regard they hold the original
opinion holder, the more likely they are to hold onto their attitudes about a product or service.
Negative Experience Attitudes

Most consumer attitudes are borne out of experience with products and services. A person
who has a bad experience with a type of car might never be persuaded to purchase that kind of
car again, no matter how attractive the price offer. Consumers can generalize a negative
attitude toward whole categories of goods and services or even groups and communities.
People who eat organic foods might have negative attitudes about non-organic foods.
Similarly, someone who got sick from eating too much ice cream as a child might have the
attitude that all dairy is bad. Negative experiences adversely affect consumer attitudes.
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Positive Experience Attitudes

Positive experiences work to the advantage of marketers. Getting 20 years out of one make of
car likely will make the next car purchased of the same make. Positive experience equals
favourable behaviour. Marketers work to make experiential attitudes as positive as possible
How to Change Consumer Attitudes

Conduct marketing research to learn about consumer attitudes that may affect the process of
marketing your product or service. Focus on widespread preconceptions that you will need to
counteract, identifying potentially negative beliefs, impressions and preferences. Evaluate
whether these attitudes stem from actual, personal experiences or whether they are the product
of advertising campaigns or popular prejudices. Perform your own direct surveys, and also
study relevant research to determine the criteria and variables that influence a consumer's
decision of whether to purchase your product or service.
If negative consumer attitudes toward your product or service stem from an actual experience
with it, look for ways to redesign your offerings in order to counteract these negative
perceptions. Focus on directly addressing consumer dissatisfaction, based on the results of
your research. Launch an advertising campaign to communicate the changes that you have
implemented, and identify the ways that they will more effectively meet consumers' needs.
If consumer attitudes stem from social biases, target your marketing and advertising toward
creating impressions more favourable to your product or service. For example, if consumers
view your product or service as a luxury and this presents difficulties for you during tough
economic times, rebrand it as a necessity or demonstrate ways that it can actually save money
in the long term
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Who is a Consumer?
Any individual who purchases goods and services from the market for his/her end-use is called
a consumer.
In simpler words a consumer is one who consumes goods and services available in the market.
Example - Tom might purchase a tricycle for his son or Mike might buy a shirt for himself. In
the above examples, both Tom and Mike are consumers.
What is consumer Interest?

Every customer shows inclination towards particular products and services. Consumer interest
is nothing but willingness of consumers to purchase products and services as per their taste,
need and of course pocket.
Let us go through the following example:
Both Maria and Sandra went to the nearby shopping mall to buy dresses for themselves. The
store manager showed them the best dresses available with him. Maria immediately purchased
two dresses but Sandra returned home empty handed. The dresses were little too expensive for
Sandra and she preferred simple and subtle designs as compared to designer wears available
at the store.
In the above example Sandra and Maria had similar requirements but there was a huge
difference in their taste, mind set and ability to spend.
What is Consumer Behavior?

Consumer Behavior is a branch which deals with the various stages a consumer goes through
before purchasing products or services for his end use.
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Why do you think an individual buys a product?
Need
Social Status
Gifting Purpose
Why do you think an individual does not buy a product?
No requirement
Income/Budget/Financial constraints
Taste
When do you think consumers purchase products?
Festive season
Birthday
Anniversary
Marriage or other special occasions

There are in fact several factors which influence buying decision of a consumer ranging from
psychological, social, economic and so on.
The study of consumer behavior explains as to:
Why and why not a consumer buys a product?
When a consumer buys a product?
How a consumer buys a product?

During Christmas, the buying tendencies of consumers increase as compared to other months.
In the same way during Valentines week, individuals are often seen purchasing gifts for their
partners. Fluctuations in the financial markets and recession decrease the buying capacity of
individuals.
In a laymans language consumer behavior deals with the buying behavior of individuals.
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The main catalyst which triggers the buying decision of an individual is need for a particular
product/service. Consumers purchase products and services as and when need arises.
According to Belch and Belch, whenever need arises; a consumer searches for several
information which would help him in his purchase.
Following are the sources of information:
Personal Sources
Commercial Sources
Public Sources
Personal Experience
Perception also plays an important role in influencing the buying decision of consumers.
Buying decisions of consumers also depend on the following factors:
Messages, advertisements, promotional materials, a consumer goes through also

called selective exposure.
Not all promotional materials and advertisements excite a consumer. A consumer does not
pay attention to everything he sees. He is interested in only what he wants to see. Such
behavior is called selective attention.
Consumer interpretation refers to how an individual perceives a particular message.
A consumer would certainly buy something which appeals him the most. He would
remember the most relevant and meaningful message also called as selective retention. He
would obviously not remember something which has nothing to do with his need.
In two wheeler markets India has the world second largest Market (after China). In India
every month sold nearly 3-lakh motor cycle. The two- wheeler industry is among the few
that have managed to face the industrial slow down.
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The industry's impressive growth of over 10% for four year till 2006-07. But in 2007-08
there was a drop in agricultural output. But a boost comes in the 6th Pay commission
recommendation. After year of cursing along at fairly relaxed pace, two wheeler industry
has finally stepped on the accelerator & swayed its way timely in to the first lane. All the
major players in the market including YAMAHA ,BAJAJ AUTO, HERO, HONDA,TVS
,SUZUKI, ESCORT,ROYAL ENFIELD, KINETIC , work over time to grab slice of twowheeler pie as possible, the market is suddenly roaring for action.
Over a period of more than two decades the Indian Automobile industry has been driving its
own growth through phases. The entry of Suzuki Corporation in Indian passenger car
manufacturing is often pointed as the first sign of India turning to a market economy. Since
then the automobile sector witnessed rapid growth year after year. By late-90 the industry
reached self reliance in engine and component manufacturing from the status of large scale
importer. With comparatively higher rate of economic growth rate index against that of great
global powers, India has become a hub of domestic and exports business. The automobile
sector has been contributing its share to the shining economic performance of India in the
recent years.
With the Indian middle class earning higher per capita income, more people are ready to own
private vehicles including cars and two- wheelers. Product movements and manned services
have boosted in the sales of medium and sized commercial vehicles for passenger and goods
transport. Side by side with fresh vehicle sales growth, the
Automotive components sector has witnessed big growth. The domestic auto components
consumption has crossed rupees 9000 crores and an export of one half size of this figure
Marketing
Marketing deals with identifying and meeting human and social needs. The shortest definition
of marketing is meeting needs profitably.
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Consumer & Customer

Although the terms consumer and customer are almost same and link to each other, but there
are some different between them. Consumer is the end user of the product and the services.
Whereas the consumer is only an intermediate user who adds further value to the product of
services before it is consumed by the end user. If a person purchased a product and uses it. He
is both customer as well as consumer of the product. In short customer are the buyer and
consumer are the users.
Attitude
Attitude is the process by which an individual selects, organizes and interprets stimuli into a
meaningful and coherent picture of the world. A stimulus in any unit of input to any of the
senses. Examples of stimuli (i.e. sensory input) include products, packages, brand names,
advertisements and commercials. Perception varies individual to individual. In short
perception can be described as how we see the world around us.
Consumer characteristics effecting Attitude

The internal factors effecting attitude:
1. Selective attention
2. Selective exposure
3. Selective reception, Comprehensive and retention
4. Perceptual vigilance or defense
5. Expectation
6. Subliminal perception
External Factors:
1. Intensity and size
2. Position
3. Contrast
4. Novelty
5. Repetition
6. Movement
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Characteristics of the Attitude

1. Ones needs and motives
2. Ones beliefs
3. Ones past experience
4. Ones expectations
5. Current psychological state
6. Self concept
7. Situation
The lower level at which an individual can perceive a specific stimulus is that persons
absolute threshold. The minimum difference that can be perceived between two stimuli is
called the differential threshold or just noticeable difference. Most stimuli are perceived by
consumers where the level of there conscious awareness how ever, weak stimuli can be
perceived below level of conscious awareness. Research does not support the contention the
sub luminal stimuli affect consumer buying decision.
Consumer selections of stimuli from environment are based on the interact of their
expectations and motives with the stimuli itself. The principle of selective attitude includes
the following concept:
1. Selective exposure
2. Selective attention
3. Perceptual defense
4. Perceptual blocking
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People usually perceived things they need or want and block the attitude of necessary,
unfavorable or painful stimuli consumers organize their attitude into unified wholes according
to the principle or Gestalt psychology.
I.e. Figure and ground, grouping and closure.
The interpretation of stimuli is highly subjective and is based on what the consumer expects
to see in light of previous experience on the number of plausible explanation he or she can
envision on motives and interest at that time of perception and on the clarity of the stimuli it
self. Influences that tend to distort objective interpretation include physical appearances
stereotypes halo effect, irrelevant case, first impression, and tendency to jump to conclusions.
Just as individuals have perceived images of themselves. They also have perceived images of
products and brands. The perceived image of the product or services (I. e. its symbolic
meaning)
Is probably more important to its ultimate success than are its actual physical characteristics.
Products and service that are perceived favorable have or much better change of being
purchased than the products or services with unfavorable or neutral image.
Compare with manufacturing firms, Services market face several unique problems in positing
and promoting there offering, including the service characteristics,(e.g.: Services are
intangible, variable, perishable) and are simultaneously product and consume regardless of
how well positioned a product or service appears to be, the marketer may be forced to
reposition it in response to market events, such as new Competition strategies or change in
Consumer performance.
Consumer often judges the quality of the product or services on the basis of the variety of
informational cues. Some are intrinsic to the product (of price, store, image, brand image,
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service and environment). In the absence of direct expenses or other in-promoting, consumer
often relies on price as an indicator of quality.
The image of retail stores influence the perceived quality of product they, as well as the
decision of consumer as to where to stop.
Consumer imaging extend beyond perceived price and store image to the producer
themselves. Manufacturers who enjoy to favorable image generally find to their new products
are accepted more rapidly than those of manufacturer with less favorable or even neutral
images.
A consumer often perceives risk in making product selection because of uncertainly as to the
consequence of their product decisions. The frequent types of risk that consumers perceive are
functional risk, physical risk, financial risk, social risk, psychological risk and time risk.
Consumer strategies for reducing perceivers risk include increase information search brand
loyalty, buying a well known brand buying from a repeated retailers buying the most
expensive brand, and seeking reassurances in the form of money back guaranties, warranties
and pre-purchase trials. The concept of perceived risk has importance implications for
marketers, who can facilities the acceptance of new products by incorporating risk reduction
strategies in their new product promotional campaigns .
IMPORTANCE OF 4Ps IN MARKETING

Once the customer needs or wants are determined, the marketer has to satisfy them. The first
aspect of this implementation is the product itself, which is the ultimate basis for the
customers to determine whether his or her needs are being met. The marketer must, therefore,
match the product as closely as possible to those needs. This may be accomplished by offering
a tailor made existing product by radically changing the product by modifying its features or
its packaging or even by describing the product in a different way.
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The second aspect is the delivery system the producer must get the product within reach of
customers in a timely manner. Third the customer must to communicate with the customer and
persuade the customer to purchase the product, perhaps by using and advertisement. Fourth the
product must be priced right so that the customers can afford it and is willing to choose it from
among competing offer.
These separate aspects may be categorized in a no. of ways. One customary framework is 4p:
product, price, place and promotion.
PRODUCT
Product refers to the product related elements and includes both goods and services. A product
maybe defined as everything both favorable and unfavorable that a person receives in an
exchange. A product may be tangible goods alike a pair of shoes, or services like a haircut,
and ideas like dont litter or any combination of these three. Packaging style co lour options
and size are some typical product features. Just as important are intangible such as services,
the sellers image the manufacturers reputation and the way consumers believed others will
view that product.
Price is split off and elements worth of separate consideration, although this may
overemphasize its importance.
PRICE
Although this may overemphasize its importance.
Price is the key to revenues, which in turn is the key to profits for an organization. Revenue is
the price charged to customers multiplied by the no of units sold. Revenue is what pays for
every activity of the company, production, finances, sales, distribution and so on. Whats left
over is profit. Managers usually strive to charge a price the will earn as fair profit.
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To earn profit managers must choose a price that is not too high or too low. A price that equals
the perceived value will be less than the cost. Lost sales mean lost revenue. Conversely if a
price is too low, it may be perceived great value for the consumer but the firm loses revenue it
could have earned.
PLACE
Place refers to delivering the product to the customer to consume it. This term includes
channels of distribution, transportation, warehousing, and inventory control.
In marketing mix place has a great impact. Manufacturers work doesnt stop after producing
a product and set a price for it. They should send the product the final consumer. Without this
there is no use of producing goods or services.
PROMOTION
Promotion to delivering the message to the consumer about the product. The P covers
advertising, personal selling, sales promotion, publicity, public relations exhibition and
demonstration used in promotion. This system of announcement of the commonsense of the
product in the market to help of the potential consumer to learn about the product. It is also
important like product, price and place in the marketing mix.
The 4ps offer just one, albeit frequently used, approach to marketing. Some pundits propose
just two factors the offering (product and price) and the methods and tools (including
distribution and promotion). Still others argue for the need to subdivide these categories
further, differentiating. For e.g. between sales and advertising as forms of promotion. Perhaps
the most significant criticism of the four Ps approach is that it emphasizes the inside our view
instead of the outside in approach. Nevertheless, the 4p offer a memorable useful to the major
categories of marketing activity as well as framework with in which they can be used.
Complex buying behavior:

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This process involves a 3-steps process; first the buyer develops beliefs about the product.
Second the consumer develops attitudes about the product. Third the consumer makes
thoughtful choices. Consumers engage in complex buying behavior when they are highly
involved in a purchase and aware of significant differences among brands. This is usually the
case when the product is expensive, brought infrequently, risky and highly self expensive.
Habitable buying behavior:
Consumer has little involvement in this product category. If the consumer keeps reaching for
the same brand, it is out of habit not strong brand loyalty. With low cost products, consumers
behavior does not pass through the normal sequence of belief, attitude, and behavior.
Consumers do not search extensively of information evaluates characteristics and makes a
decision on which brand to buy. Instead they are passive receipts of information in television
or print ads. Ad repetition creates brand familiarity rather than brand conviction.
Variety seeking buying behavior:

Some buying situations are characterized by low involvement but significant brand
differences. Here consumers often do a lot of brand switching. The consumer array reaches for
another brand out of a wish for a different taste. Brand switching occurs for the sake of variety
rather than dissatisfaction.
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Research Methodology
Research methodology tells about the statement of the problem, time scope, objectives and
limitation of the study. The data collected here in the two sources
Primary data: - Primary data was collected with the interaction with the certain executive
Secondary data: - Secondary data was collected with the help of company records, company
reports and publications, company websites and other books and magazines.
Type of study:
Exploratory research study
Sampling device:
Random sampling of customers who have purchased the product.
Tools of sample size:

100 respondents were selected for the project study.
Methods of collection of data:

For this research work necessary data have been collected with the help of two questionnaires,
which was carefully made for this study.
Questionnaire for the company.
Questionnaire for the consumers.
The data about the companies were collected through an interview conducted with the Manager
of the YAMAHA MOTORS & database of the company. Data from the consumers were
collected by direct interview as well as by telephonic interview.
.
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Statement of the problem:

The study is considered with respect to Yamaha motors. Concerning the consumers who have
bought two wheelers and also on their perception towards the after sales service provided in
YAMAHA MOTORS .
The project aims at understanding the consumers perception towards the two wheelers bought
in the YAMAHA MOTORS and their inputs of the service rendered to them in different
periodical time.
Objectives of the study:

The objective of the study is as follows:
1) To understand the consumers views on the Yamaha bikes.
2) To measure the visibility of the brand in the market.
3) To evaluate whether the brands marketing in the market is help in the Development of the
brand.
4) Receive suggestions if any, to improve the brand and services.
5) To gauge the brand image of YAMAHA MOTORS as a Part of consumer perception.
6) Suggest new needs of improving the brand perception through Marketing techniques.
Sources of data
The study requires only secondary data, which already have been collected by some other
agency or researcher with the intention of using it for a particular purpose. The source of
secondary data is being companys records, company reports and published research studies,
significant tools popular with my studies are company websites, annual reports and other
books and magazines.
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Scope of the study

This study is limited to two wheelers of Yamaha and also the entire two wheeler industry in
general concern of consumer perception.
The consumer satisfactions are some of the important data which have been covered in the
project report and therefore its a wide study for improving marketing.
All the consumers have been selected on a random basis. The relevant data have been
collected with the help of consumers questionnaire prepared specially for this analysis. This
consumer survey has been carried out over a period of one month.
Limitations of the study:

This project study is conserving two wheeler at YAMAHA MOTORS alone and thus cannot be
generalized for all the brands available in the market.
Some of the responses of the consumers may be biased due to which there may be problems
in one final conclusion derived from the data collected.
The data furnished by the respondents were limited to the consumers attitudes,
perception, knowledge, feeling and awareness.
Analysis of schedule is going to be based on the assumption that the respondents give
correct information.
The study was time bounded.
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INDUSTRY AND COMPANY PROFILE
AUTOMOBILE INDUSTRY
An automobile or motor car is a wheeled motor vehicle for transporting passengers; which
also carries its own engine or motor. Most definitions of the term specify that automobiles are
designed to run primarily on roads, to have seating for one to eight people, to typically have
four wheels, and to be constructed principally for the transport of people rather than goods
However, the term is far from precise because there are many types of vehicles that do similar
tasks.
Automobile comes via the French language, from the Greek language by combining auto with
mobilis [moving]; meaning a vehicle that moves itself, rather than being pulled or pushed by a
separate animal or another vehicle. The alternative name car is believed to originate from the
Latin word carrus or carrum [wheeled vehicle], or the Middle English word carre [cart] (from
Old North French), and karros; a Gallic wagon
An automobile powered by his own four-stroke cycle gasoline engine was built in Mannheim,
Germany by Karl Benz in 1885 and granted a patent in January of the following year under
the auspices of his major company, Benz & Cie., which was founded in 1883. It was an
integral design, without the adaptation of other existing components and including several
new technological elements to create a new concept. This is what made it worthy of a patent.
He began to sell his production vehicles in 1888.
In 1879 Benz was granted a patent for his first engine, which had been designed in 1878.
Many of his other inventions made the use of the internal combustion engine feasible for
powering a vehicle.Since the 1920s, nearly all cars have been mass-produced to meet market
needs, so marketing plans often have heavily influenced automobile design.
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It was Alfred P. Sloan who established the idea of different makes of cars produced by one
company, so buyers could "move up" as their fortunes improved.
Overview Of Automobile Industry

The Indian automobile industry is going through a technological change where each firm is
engaged in changing its processes and technologies to sustain the competitive advantage and
provide customers with the optimized products and services. Starting from the two wheelers,
trucks, and tractors to the multi utility vehicles, commercial vehicles and the luxury vehicles,
the Indian automobile industry has achieved tremendous amount of success in the recent
years.
As per Society of Indian Automobile Manufacturers (SIAM) the market share of each
segment of the industry is as follows:
The automobile industry had a growth of 15.4 % during April-January 2007, with the average
annual growth of 10-15% over the last decade or so. With the incremental investment of $3540 billion, the growth is expected to double in the next 10 years.
Consistent growth and dedication have made the Indian automobile industry the secondlargest tractor and two-wheeler manufacturer in the world. It is also the fifth-largest
commercial vehicle manufacturer in the world. The Indian automobile market is among the
largest in Asia.
The key players like Hindustan Motors, Maruti Udyog, Fiat India Private Ltd, Tata Motors,
Bajaj Motors, Hero Motors, Ashok Leyland, Mahindra & Mahindra have been dominating the
vehicle industry. A few of the foreign players like Toyota Kirloskar Motor Ltd., Skoda India
Private Ltd., Honda Siel Cars India Ltd. have also entered the market and have catered to the
customers needs to a large extent. Not only the Indian companies but also the international
car manufacturing companies are focusing on compact cars to be delivered in the Indian
market at a much smaller price. Moreover, the automobile companies are coming up with
financial schemes
such as easy EMI repayment systems to boost sales. There have been exhibitions like Autoexpo at Pragati Maidan, New Delhi to share the technological advancements.
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Besides, there are many new projects coming up in the automobile industry leading to
the growth of the sector. The Government of India has liberalized the foreign exchange and
equity regulations and has also reduced the tariff on imports, contributing significantly to the
growth of the sector. Having firmly established its presence in the domestic markets, the
Indian automobile sector is now penetrating the international arena. Vehicle exports from
India are at their highest levels. The leaders of the Indian automobile sector, such as Tata
Motors, Maruti and Mahindra and Mahindra are leading the exports to Europe, Middle East
and African and Asian markets. The Ministry of Heavy Industries has released the
Automotive Plan 2006-2016, with the motive of making India the most popular
manufacturing hub for automobiles and its components in Asia. The plan focuses on the
removal of all the bottlenecks that are inhibiting its growth in the domestic as well as
international arena
INDIAN AUTO MOBILE INDUSTRY

The automotive industry in India is one of the largest in the world and one of the fastest
growing globally. India's passenger car and commercial vehicle manufacturing industry is
the seventh largest in the world, with an annual production of more than 3.7 million units in
2012. According to recent reports, India is set to overtake Brazil to become the sixth largest
passenger vehicle producer in the world, growing 16-18 per cent to sell around three million
units in the course of 2012-13. In 2009, India emerged as Asia's fourth largest exporter
of passenger cars, behind Japan, South Korea, and Thailand. In 2010, India reached as Asia's
third largest exporter of passenger cars, behind Japan and South Korea beating Thailand.
As of 2012, India is home to 40 million passenger vehicles. More than 3.7 million automotive
vehicles were produced in India in 2012 (an increase of 33.9%), making the country the
second fastest growing automobile market in the world. According to the Society of Indian
Automobile Manufacturers, annual vehicle sales are projected to increase to 5 million by 2015
and more than 9 million by 2020. By 2050, the country is expected to top the world in car
volumes with approximately 611 million vehicles on the nation's roads.
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Development.
In 1953, the government of India and the Indian private sector initiated manufacturing
processes to help develop the automobile industry, which had emerged by the 1940s in a
nascent form. Between 1970 to the economic liberalization of 1991, the automobile industry
continued to grow at a slow pace due to the many government restrictions. A number of
Indian manufactures appeared between 1970-1980. Japanese manufacturers entered the Indian
market ultimately leading to the establishment of Maruti Udyog. A number of foreign firms
initiated joint ventures with Indian companies.
Following the economic reforms of 1991, the automobile section underwent delicensing and
opened up for 100 percent Foreign Direct Investment. A surge in economic growth rate and
purchasing power led to growth in the Indian automobile industry, which grew at a rate of
17% on an average since the economic reforms of 1991. The industry provided employment
to a total of 13.1 million people as of 2006-07, which includes direct and indirect
employment.
The export sector grew at a rate of 30% per year during early 21st century. However, the
overall contribution of automobile industry in India to the world remains low as of 2007.
Increased presence of multiple automobile manufacturers has led to market competitiveness
and availability of options at competitive costs. ]India was one of the largest manufacturers of
tractors in the world in 2005-06, when it produced 2,93,000 units. India is also largely selfsufficient in tyre production, which it also exports to over 60 other countries. India produced
65 million tyres in 2005-06. Following India's growing openness, the arrival of new and
existing models, easy availability of finance at relatively low rate of interest and price
discounts offered by the dealers and manufacturers all have stirred the demand for vehicles
and a strong growth of the Indian automobile industry.The data obtained from ministry of
commerce and industry, shows high growth obtained since 2001- 02 in automobile production
continuing in the first three quarters of the 2004-05.
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Annual growth was 16.0 per cent in April-December, 2004; the growth rate in 2003-04 was
15.1 per cent the automobile industry grew at a compound annual growth rate (CAGR)of 22
percent between
1992&1997.
With investment exceeding Rs. 50,000 crore, the turnover of the automobile industry
exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-component sector, the
automotive industry's turnover, which was above Rs. 84,000 crore in 2002-03, is estimated to
have exceeded Rs.1,00,000 crore ( USD 22. 74 billion) in 2003-04.
Automobile Production
Automobile Production Trends

Category
Passenger
Vehicles
Commercial
Vehicles
Three
Wheelers
Two
Wheelers
Grand Total
(Number of
Vehicles)
2012-13
2007-08
2008-09
2009-10
2010-11
2011-12
1,777,583
1,838,593
2,357,411
2,982,772
3,146,069
3,233,561
549,006
416,870
567,556
760,735
929,136
831,744
500,660
497,020
619,194
799,553
879,289
839,742
8,026,681
8,419,792
10,512,903
13,349,349
15,427,532
15,721,180
10,853,930
11,172,275
14,057,064
17,892,409
20,382,026
20,626,227
ThekeyfactorsBehindThisUpswing
Sales incentives, introduction of new models as well as variants coupled with easy availability
of low cost finance with comfortable repayment options continued to drive demand and sales
of automobiles during the first two quarters of the current year. The risk of an increase in the
interest rates, the impact of delayed monsoons on rural demand, and increase in the Cost of
inputs such as steel are the key concerns for the players in the industry
.
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As the players continue to introduce new models and variants, the competition may intensify
further. The ability of the players to contain costs and focus on exports will be critical for the
performance of their respective companies
The auto component sector has also posted significant growth of 20 per cent in 2003-04, to
achieve a sales turnover of Rs.30, 640 crore (US$ 6.7 billion). Further, there is a potential for
higher growth due to outsourcing activities by global automobiles giants. Today, this sector
has emerged as another sunrise sector
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Major Manufacturers in Automobile Industry
Maruti Udyog Ltd.
General Motors India
Ford India Ltd.
Eicher Motors
Bajaj Auto
Daewoo Motors India
Hero Motors
Hindustan Motors
Hyundai Motor India Ltd.
Royal Enfield Motors
Telco
TVS Motors
DC Designs
Swaraj Mazda Ltd
BMW India
Volkswagen India
Skoda Auto India
Audi India
Toyota Kirloskar
Renault India:
Nissan Motor India:
Mitsubishi
Mercedes-Benz India:
Hyundai Motor India
Land Rover
Honda Siel
General Motors India
Chevrolet:
Page 24

Government has liberalized the norms for foreign investment and import of technology to
have benefited the automobile sector. The production and that appears of total vehicles
increased from 4.2 million in 1998- 99 to 7.3 million in 2003-04. It is likely that the
production of such vehicles will exceed 10 million in the next couple of years.
Evolution of Two Wheelers

Two Wheelers have made their presence felt in the mid 50's but it was only in the last fifteen
years or so that the sector has really blossomed and evolved in the truest sense of the term.
With the abolition of license permit raj, and removal of quantitative restrictions automobile
industry in general and two wheelers in particular have grown in leaps and bounds. Gone are
the days when one had to wait for several days to get a Bajaj scooter, today you can own a
two-wheeler in a few minutes. The opening up of the economy has facilitated the two-wheeler
companies to acquire superior and foreign technology, which enables them to compete with
foreign
companies
like
the
Yamaha,
Honda
and
the
Suzuki.
Today Hero claims to be the largest two-wheeler manufacturer in the world producing more
than 3 million units of two-wheeler per year. It has to be noted that the Indian Government
had acquired the Lambretta brand from the Inocennti Company in Italy way back in the 50's.
The company was rechristened as scooters India Limited and it started manufacturing scooters
in the country with the first product being the Vijaii Super.Very soon Indian companies like
Bajaj Auto and LML Motors joined the bandwagon of manufacturing scooters modeled on the
Italian design of the Vespa and Piaggio. Similarly motorcycles made their debut in the
country courtesy the Enfield Motors, these heavy set of machines were brought into the
country to help the services people man the difficult terrains of the western regions of the
country. Every category of two-wheeler had its presence in the Indian market; Kinetic Motors
has been instrumental in the success of mopeds in the country
Page 25

Today one has a huge choice in the motorcycle category as there are products available across
all segments right from the entry level to vantage position as most companies have stopped
manufacturing these metal bodied geared scooters. This shrinking category has got a new
lease of life thanks to the gearless scooterettes which are a big hit among the fairer sex.
Kinetic Motors is trying to revive this category by infusing fresh blood in the form of Kinetic
Blaze.
The mopeds segment have seen a stagnant growth over the recent years but with rural
connectivity improving with each passing day and motorcycles becoming more affordable ,
they are also posed to have a natural death
So in conclusion one can say that the two wheeler market has evolved in such a manner that
in the days to come motorcycles are expected to be the most preferred choice of the consumer
the premium segment.
Key players in the Two-wheeler Industry:

o
Bajaj Auto Ltd.
Royal Enfield Motors India Ltd.
Electrotherm India Ltd
Suzuki Motor Corporation
Hero Honda Motors Ltd.
TVS Motor Co.
HMSIL
Yamaha Motor India Pvt.Ltd.
Hero Electric
Mahindra 2 Wheelers Ltd.
Kinetic Motor Co. Ltd.
Harley Davidson
LML India Ltd.
Hyosung
Monto Motors
Ducati
There are a number of two wheeler companies in India that produce vehicles of extremely
high standard. Some of the leading two wheeler manufacturers in India are Bajaj Auto, TVS
Motor, Kinetic Motor, Suzuki Motor Corporation, Royal Enfield Motors India, Hero Honda
Motors, Yamaha Motor India, LML India and Monto Motors.
Page 26

Many of two wheelers manufactured by these companies are exported to countries in South
East Asia, Africa and South America. Motorcycles are usually priced higher than that of the
scooters and mopeds.
They are even equipped with more features for faster travel. Based upon the engine
displacements and power capacity motorcycles are further classified as: road bikes, trail bikes,
racing bikes and touring bikes . Most of the motorcycles in India come with engine capacity
of about 100 cc to 250 cc.
The engine capacity of scooters usually vary between 100 cc to 150 cc. Mopeds have small
engine capacity ranging between 50cc to 100 cc. Most of the automobile companies in this
segment are always coming up with newer variants of different models of two wheelers.
To be in the long run these companies are even adding more number of features to these
vehicles. Bike models become popular when they are as good in appearance as in the
performance. Two wheeler bike models in India also get popular when they are in good price
range along with other attractive features
Two Wheeler Statistics

India is the second largest producer of two-wheelers in the world. In the last few years, the
Indian two-wheeler industry has seen spectacular growth. The country stands next to China
and Japan in terms of production and sales respectively
Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a
large share in the two-wheeler industry, bikes and scooters cover a major segment. Bikes are
considered to be the favorite among the youth generation, as they help in easy
commutation. Large varieties of two wheelers are available in the market, known for their
latest technology and enhanced mileage. Indian bikes, scooters and mopeds represent style
and class For both men and women in India.
Page 27
Sales report of two wheelers February 2014
HERO MOTOCORP
Down by 3.63% on MoM basis and up YoY basis by 0.58% is the topic at Hero this month.
Marginal growth and decline at both ends does not shatter the largest two-wheeler
manufacturer. Hero continues to sell five million units and above every month since two
years. Hero also says they are launching updated versions of the Xtreme, Karizma, ZMR and
Pleasure in March which will help them boost sales. Yet again, this month is also something
to look forward too.
Honda
Scooters are the bloodline for Honda and there is no doubt about it. Impressive growth of
47% in scooters and 40% growth in motorcycles is what is being projected in figures. MoM
rise of 10.93% and YoY rise of 6% are surely healthy numbers for Honda. The only
manufacturer showing continuous growth for a long period of time.
BAJAJ AUTO
Rising by 4.63% on MoM basis by shipping 12,678 units over January seems a marginal
growth for the Chakan based manufacturer. Going down on 6% YoY basis% continues for
Bajaj for the third consecutive month. Consumers are waiting for new motorcycles and Bajaj
seems to be busy readying them. If everything falls in time, numbers could go higher than
expected. Launch/delivery timing seems to be the key for Bajaj Autos success in 2014.
TVS MOTORS
YoY increase of 7% and MoM increase of 5% are good signs for the folks at Hosur.
Motorcycles picking up pace because of tax benefits and scooters having a long waiting
period should keep the number tables happy for the next coming months. The promised
Scooty Zest launch seems to be delayed. Sure it was showcased but it has not been launched
which was supposed to happen in January 2014. Self made 250cc seems far away from
production and next year is the unveil of the BMW collaboration made motorcycles.
Page 28
YAMAHA INDIA
Rise and shine from the manufacturer who comes from the land of the rising sun. Shipping
out 2771 units more then January, Yamaha displayed a growth of 6.96%. YoY increase of
32.5% is partly because of the new man in their company, the Alpha. Some amount of
scooters are dispatched and TEST RIDES have started. The R15 and FZ will get new
versions, powerful ones!
SUZUKI MOTORCYCLES
Its time people give money to Suzuki so that they can come to the stock market and then only
numbers will be released. Giving out numbers once a blue moon does not help us Suzuki.
Suzuki does have good products now, why wait till new volume products come out. Lets not
do it tomorrow, Lets do it today!
MAHINDRA TWO WHEELRS

Growing strong by 217% on YoY basis keeps Mahindra extremely proud of their new baby,
the Centuro. MoM sales are down by 6.32% though. Waiting periods are bound to increase
when you consider this fact. The new cut price variant, the N1 should help the ball rolling till
more commuter bikes come and increase demand for the manufacturer. 160cc motorcycle is
on the way which seems to be the right move as it will create a gap between the segments
where Mahindra would and should launch a 125cc bike. Till then, we all await the Mojo to
come.
Page 29
Benefits of two wheelers

Two-wheelers are the most popular and highly sought out medium of transport in India. The
trend of owning two-wheelers is due to its
Economical price
Safety
Fuel-efficient
Comfort level
However, few Indian bike enthusiasts prefer high performance imported bikes. Some of the
most popular high-speed bikes are Suzuki Hayabusa, Kawasaki Ninja,Yamaha r1, Honda cbr .
These super bikes are specially designed for those who have a zeal for speedy drive
.
Browse through the pages and catch all the details of high-performance two wheelers in India.
Know more about latest launches and happenings in two wheelers industry.
The automobile industry in general and two wheeler industry in particular has shown a
tremendous growth over the recent years. According to the Society of Indian automobile
Manufactures (SIAM) the industry has grown by 16% in the year 2003/2004.Two Wheeler
segment as a whole during the year 2004/05 grew by over 15%.This growth has been due to
the Government's initiative on rural roads and better connectivity with major towns and cities,
improved agricultural performance, upward trend of purchasing power in the hands of rural
people. The two wheeler industry was able to achieve the record
Performance of crossing 6 million two wheelers with exact sales standing at 6,208,860 during
the year 2004-05
Though the metal bodied geared scooters have fallen out of favour of the Indian two-wheeler
user their upward trend in growth has been due to rise in the sales of scooterettes and Motor
scooters.
Page 30

Bajaj Auto has been able to sell 152,936 units in the year 2004/2005 of two wheelers which
don't include motorcycles. They have shown a negative trend in the two wheeler segment
other than the motorcycles. This goes on to show that Bajaj Auto has lost its supremacy in the
scooter and moped segment as they have shifted focus to motorcycles.
Bikes are a major segment of Indian two wheeler industry, the other two being scooters and
mopeds. Indian companies are among the largest two-wheeler manufacturers in the world.
Hero Honda and Bajaj Auto are two of the Indian companies that top the list of world
companies
manufacturing
two-wheelers.
The two-wheeler market was opened to foreign companies in the mid 1980s. The openness of
Indian market to foreign companies leads to the arrival of new models of two-wheelers into
India. Easy availability of loans from the banks, relatively low rate of interest and the discount
of prices offered by the dealers and manufacturers lead to the increasing demand for twowheeler vehicles in India. This lead to the strong growth of Indian automobile industry
...
Page 31
Types of Two-wheelers in India:

There are mainly three types of two-wheelers available in India. They are Motorcycles,
Scooters and Scooterettes/Mopeds.
Company: Bajaj Auto Ltd

Bajaj Platina 100cc
Bajaj Platina 125 DTS-Si
Bajaj Discover 135 DTS-i
Bajaj XCD 125 DTS-Si
Bajaj XCD 135 DTS-Si
Bajaj Pulsar 135 DTSi
Bajaj Pulsar 220 DTS-Fi
Bajaj Avenger 220 DTS-i
Bajaj Pulsar NS 200
Company: HERO
Hero Ambition 133, Ambition 135
Hero Hunk
Hero Pleasure
Hero Achiever
Hero CD 100, CD 100 SS, CD Dawn, CD Deluxe, CD Deluxe (Self Start)
Hero Glamour, Glamour F.I
Hero Karizma, Karizma R, Karizma ZMR FI
Page 32

Hero Passion, Passion+, Passion Pro
Hero Pleasure
Hero Sleek
Hero Splendor, Splendor+, Super Splendor, Splendor NXG,Splendor PRO
Hero CBZ, CBZ Star, CBZ Xtreme
Company: TVS MOTOR

TVS Apache RTR 160
TVS Apache RTR 180 ABS
TVS Centra
TVS Fiero
TVS Star City
TVS Victor
Company: Yamaha Motor India

Yamaha CruxS
Yamaha G5
Yamaha Gladiator
Yamaha FZ
Yamaha FZ-S
Yamaha YZF-R1
Yamaha YZF R 15
Yamaha YZF-R15 Ver 2.0
Yamaha YBR 125
Yamaha YBR 110
Yamaha FZ1
Yamaha MT01
Yamaha VMAX
Page 33

Yamaha SS125
Yamaha SZ, SZ-X & SZ-R
Yamaha Fazer
Yamaha Ray
Yamaha R15
Page 34
COMPANY PROFILE
About Yamaha Motor Pvt. Ltd.
Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint
venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its
remaining stake becoming a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In
2008, YMC entered into an agreement with Mitsui & Co., Ltd. to become a joint investor in
the motorcycle manufacturing company "India Yamaha Motor Private Limited (IYM)".
The year 2012 has been a grooming year for Indias Yamaha as it witnessed a brisk growth
due to the increased sale of its deluxe segment bikes, Yamaha FZ series as well as the
Yamaha SZ series. The company strengthened its position by clocking sales of 4,60,815 bikes
in 2012 as compared to 3,50,274 in 2011 thus showing a growth of 31.6% over last year. In
the month of December alone, the company sold 44,976 units this year vs. 34,839 units in
December 2011, thereby registering a growth of 29.1%. In domestic markets, the sales grew
25.3%, with 33,290 units in December 2012 vs. 26,567 units sold in the same month last year.
The export figures stood at 11,686 units in December 2012 while 8,272 motorcycles were
exported in December 2011, a growth of 41.3%
Speaking on the results, Mr. Hiroyuki Suzuki, CEO & Managing Director, India Yamaha
Motor Pvt. Ltd., said, The year 2012 has indeed been an exceptional year for us as we were
able to maintain consistency in our overall growth and the results speak for themselves. Our
untiring efforts to rev up sales backed by innovative marketing strategies and an impeccable
product portfolio across segments have borne much fruit. Our efforts towards enhancing our
relationship with our esteemed customers through various initiatives like the Yamaha Safe
Riding Science, the R15 One Make Race Championships and the Sales & Service camps have
also been very rewarding. We are buoyant about the future and are looking forward to
replicate and further improve upon this achievement in 2012 as well.
Page 35

The year 2011 also witnessed Yamaha re-establishing its firm footing in the premium segment
with the launch of the R15 Version 2.0. This model was an upgraded version of Yamahas
flagship R15 launched in 2008. Yamaha has been in constant endeavor to increase its foothold
across all segments in the Indian market. To maintain its growing trend, the company plans to
expand its production capacity to 1 million units next year. Along with this, the company is
also planning to invest in product development and network expansion.
IYM operates from its state-of-the-art-manufacturing units at Surajpur in Uttar Pradesh &
Faridabad in Haryana and produces motorcycles both for domestic & export markets. With a
strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a
countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX
(1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1 (998cc), Fazer (153cc), FZ-S (153cc), FZ
(153cc), SZ, SZ-X & SZ-R (153cc), YZF-R15 Ver 2.0 (150cc), SS125 (123cc), YBR 125
(123cc), YBR 110 (106cc) and Crux (106cc)
VISION
We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating
Kando" (touching their hearts) - the first time and every time with world class products &
services delivered by people having "passion for customers ".
MISSION
We are committed to:
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA
products, focusing on serving our customer where we can build long term relationships by
raising their lifestyle through performance excellence, proactive design & innovative
technology. Our innovative solutions will always exceed the changing needs of our customers
and provide value added vehicles.
Page 36

Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop them
to achieve international level of professionalism with progressive career development. As a
good corporate citizen, we will conduct our business ethically and socially in a responsible
manner with concerns for the environment.
Grow through continuously innovating our business processes for creating value and
knowledge across our customers thereby earning the loyalty of our partners & increasing our
stakeholder value.
CORE COMPETENCIES
Customer #1
We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we
provide. We work hard to achieve what we commit & achieve results faster than our
competitors and we never give up.
Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyone's contribution is equally important for our
success.
Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to
others and participate in healthy & frank discussions to achieve the organization's goals.
Page 37
FOUNDING HISTORY
Paving the Road to Yamaha Motor Corporation
"I want to carry out trial manufacture of motorcycle engines." It was from these words spoken
by Genichi Kawakami (Yamaha Motor's first president) in 1953, that today's Yamaha Motor
Company was born.
"If you're going to do something, be the best."
Genichi Kawakami
Genichi Kawakami was the first son of Kaichi Kawakami, the third-generation president of
Nippon Gakki (musical instruments and electronics; presently Yamaha Corporation). Genichi
studied and graduated from Takachiho Higher Commercial School in March of 1934. In July
of 1937, he was the second Kawakami to join the Nippon Gakki Company. He quickly rose to
positions of manager of the company's Tenryu Factory Company (musical instruments) and
then Senior General Manager, before assuming the position of fourth-generation President in
1950 at the young age of 38.
In 1953, Genichi was looking for a way to make use of idle machining equipment that had
previously been used to make aircraft propellers. Looking back on the founding of Yamaha
Motor Company, Genichi had this to say "While the company was performing well and had
some financial leeway, I felt the need to look for our next area of business. So, I did some
research."
Page 38

He explored producing many products, including sewing machines, auto parts, scooters, threewheeled utility vehicles, and motorcycles. Market and competitive factors led him to focus on
the motorcycle market. Genichi actually visited the United States many times during this
period.
When asked about this decision, he said, "I had my research division chief and other
managers visit leading motorcycle factories around the country. They came back and told me
there was still plenty of opportunity, even if we were entering the market late. I didn't want to
be completely unprepared in this unfamiliar business so we toured to German factories before
setting out to build our first 125cc bike. I joined in this tour around Europe during which my
chief engineers learned how to build motorbikes. We did as much research as possible to
insure that we could build a bike as good as any out there. Once we had that confidence, we
started going."
"If you are going to make it, make it the very best there is." With these words as their motto,
the development team poured all their energies into building the first prototype, and ten
months later in August of 1954 the first model was complete. It was the Yamaha YA-1. The
bike was powered by an air-cooled, 2-stroke, single cylinder 125cc engine. Once finished, it
was put through an unprecedented 10,000 km endurance test to ensure that its quality was topclass. This was destined to be the first crystallization of what have now become a long
tradition of Yamaha creativity and an inexhaustible spirit of challenge.
Page 39
The first Yamaha motorcycle... the YA-1.

Then, in January of 1955 the Hamakita Factory of Nippon Gakki was built and production
began on the YA-1. With confidence in the new direction that Genichi was taking, Yamaha
Motor Co. Ltd. was founded on July 1, 1955. Staffed by 274 enthusiastic employees, the new
motorcycle manufacturer built about 200 units per month.
That same year, Yamaha entered its new YA-1 in the two biggest race events in Japan. They
were the 3rd Mt. Fuji Ascent Race and the 1st Asama Highlands Race. In these debut races
Yamaha won the 125cc class and the following year the YA-1 won again in both the light and
Ultra-light classes of the Asama Highlands Race.
By 1956, a second model was ready for production. This was the YC1, a 175cc single
cylinder two-stroke. In 1957 Yamaha began production of its first 250cc, two-stroke twin, the
YD1.
Based on Genichi's firm belief that a product isn't a product until it can hold it's own around
the world, in 1958 Yamaha became the first Japanese maker to venture into the international
race arena. The result was an impressive 6th place in the Catalina Grand Prix race in the USA.
News of this achievement won immediate recognition for the high level of Yamaha
technology not only in Japan but among American race fans, as well. This was only the start,
however.
Page 40
The first Yamaha to compete in America (1957).

Yamaha took quick action using the momentum gained in the USA and began marketing their
motorcycles through an independent distributor in California. In 1958, Cooper Motors began
selling the YD-1 250 and the MF-1 (50cc, two-stroke, single cylinder, step through street
bike). Then in 1960, Yamaha International Corporation began selling motorcycles in the USA
through dealers.
With the overseas experiences under his belt, in 1960, Genichi then turned his attention to the
Marine industry and the production of the first Yamaha boats and outboard motors. This was
the beginning of an aggressive expansion into new fields utilizing the new engines and FRP
(fiberglass reinforced plastic) technologies. The first watercraft model was the CAT-21,
followed by the RUN-13 and the P-7 123cc outboard motor.
In 1963, Yamaha demonstrated its focus on cutting-edge, technological innovations by
developing the Auto lube System. This landmark solution was a separate oil injection system
for two-stroke models, eliminating the inconvenience of pre-mixing fuel and oil.
Yamaha was building a strong reputation as a superior manufacturer which was reflected in
its first project carried out in the new Iwata, Japan Plant, built in 1966. (The YMC
headquarters was moved to Iwata in 1972.) Toyota and Yamaha teamed up to produce the
highly regarded Toyota 2000 GT sports car. This very limited edition vehicle, still admired
for its performance and craftsmanship, created a sensation among enthusiast in Japan and
abroad.
Page 41

Genichi said, "I believe that the most important thing when building a product is to always
keep in mind the standpoint of the people who will use it." An example of the commitment to
"walking in the customers' shoes" was the move in 1966 by Yamaha to continue its
expansion. Overseas motorcycle manufacturing was established in Thailand and Mexico. In
1968, the globalization continued with Brazil and the Netherlands. With manufacturing bases,
distributors and R&D operations in a market, Yamaha could be involved in grassroots efforts
to build products that truly met the needs of each market by respecting and valuing the
distinct national sensibilities and customs of each country. Yamaha continues that tradition,
today.
By the late 1960s, Yamaha had quality products that had proven themselves in the global
marketplace based on superior performance and innovation. Distribution and product diversity
were on the right track. But Genichi knew that beyond quality, success would demand more.
He had this view on the power of original ideas. "In the future, a company's future will hinge
on ideas over and above quality. Products that have no character, nothing unique about them,
will not sell no matter how well made or affordable and that would spell doom for any
company."
He also knew that forward vision, walking hand in hand with original ideas, would create an
opportunity for the company and its customers that could mean years of happiness and
memorable experiences. Genichi said, "In the business world today, so many people are
obsessed with figures. They become fixated on the numbers of the minute and without them
are too afraid to do any real work. But in fact, every situation is in flux from moment to
moment, developing with a natural flow. Unless one reads that flow, it is impossible to start
out in a new field of business. A real-world illustration of this belief is the Yamaha DT-1.
The world's first true off-road motorcycle debuted in 1968 to create an entirely new genre we
know today as trail bikes. The DT-1 made a huge impact on motorcycling in the USA because
it was truly dirt worthy. Yamaha definitely "read the flow" when it produced the 250cc, single
cylinder, 2-stroke, Endure that put Yamaha On/Off-Road motorcycles on the map in the USA.
The DT-1 exemplified the power of original ideas, forward vision, and quick action coupled
with keeping in mind the customers' desires.
Page 42

In years to come Yamaha continued to grow (and continues to this day). Diversity increased
with the addition of products including snowmobiles, race kart engines, generators, scooters,
ATV's, personal watercraft and more
Genichi Kawakami set the stage for Yamaha Motor Company's success with his vision and
philosophies. Total honesty towards the customer and making products that hold their own
enables the company that serves people in thirty-three countries, to provide an improved
lifestyle through exceptional quality, high performance products.
Genichi Kawakami's history with Yamaha was long and rich. He saw the new corporate
headquarters in Cypress, California and the 25th Anniversary of Yamaha becomes a reality in
1980. He also watched bike #20 million roll off the assembly line in 1982. Genichi passed
away on May 25, 2002 yet his vision lives on through the people and products of Yamaha,
throughout the world.
Page 43
Organization chart
Page 44
Manufacturing facilities
IYM's manufacturing facilities comprises of 2 state-of-the-art Plants at - Faridabad (Haryana)
and Surajpur (Uttar Pradesh). Currently 10 models roll out of the two Yamaha Plants.
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 IS014001 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.
Page 45
Overview
Company Name : Yamaha Motor Co., Ltd.
Founded : July 1, 1955
Capital : 85,703 million yen (as of December 31, 2013
President : Hiroyuki Yanagi
Employees : (Consolidated)
53,382 (as of December 31, 2013)
Parent :10,245(as of December 31,2013)
Sales : (Consolidated)
1,410,472 million yen
(from January 1, 2013 to December 31, 2013)
Parent : 536,966 million yen

(from January 1, 2013 to December 31, 2013)
Page 46

Sales Profile
Sales (%) by product category (consolidated)
Sales (%) by region (consolidated)
Lines of Businesses
Manufacture and sales of motorcycles, scooters, electrically power assisted bicycles, boats,
sail boats, personal watercrafts, pools, utility boats, fishing boats, outboard motors, 4-wheel
ATVs, Recreational Off-highway Vehicle, racing kart engines, golf cars, multi-purpose
engines, generators, water pumps, snowmobiles, small-sized snow throwers, automobile
engines, surface mounters, intelligent machinery, industrial-use unmanned helicopters,
electrical power units for wheelchairs, helmets. Import and sales of various types of products,
development of tourist businesses and management of leisure, recreational facilities and
related services.
Headquarters : 2500 Shingai, Iwata-shi, Shizuoka-ken, Japan
Group Companies : Consolidated subsidiaries: 109

Non-consolidated subsidiaries: 4 (by the equity method)
Affiliates: 26 (by the equity method)
(as of December 31, 2013)
Page 47
Dealers
Our Brand Image speaks for itself. Complementing the Marketing team is our vast and strong
Dealer network - the backbone of our vital marketing operations.
Recent initiatives have been launched by Yamaha in the field of business-to-business as well
as business-to-consumer cooperation with Dealers. The new showrooms based on YAMAHA
VISUAL IDENTITY are one of the many steps in this direction.
Our dealer network works on the "3S" fundamentals of -SALES SERVICE and SPARE
PARTS under one roof. With a strongly dedicated team of Sales and Service engineers, IYM
targets the fulfillment of customer's needs. Every single customer matters to us. Together the
3S operate in tandem to serve our customer and forge an everlasting bond with them.
CUSTOMER SATISFACTION- is our motto and we remain steadfast in our commitment to
our valued customers...Offering Nothing But the Very BEST to Them.
Exports
IYM is an active player in the exports market. Currently, we export motorcycles to 50
countries including Argentina, Mexico, Philippines, Bangladesh, Sri Lanka, Columbia,
Dominican Republic, Nigeria and lvory Coast. The export Product line boasts of RX 100,
Crux, YD 125, Enticer and Libero.
To consolidate our position in the exports arena, we are rapidly expanding our presence in
Asia, Africa, Central and South America.
Strengthening our reputation as an export base for YMC global operations, we are bright and
optimistic about our emergence as a top-notch bike exporter of India.
Page 48
SWOT ANALYSIS
Strength
1. Excellent branding, advertising and global distribution
2. Yamaha Motor Corporation has over 39,000 employees
3. One of the major brand in motorsport like MotoGP, World superbike etc
4. 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 offroad
5.Extremely high Size and reach of company
Opportunity
1.Two-wheeler segment is one of the most growing industries
2.Export of bikes is limited i.e. untapped international markets
Weakness
1. Bikes like R15, R1 are quite expensive
Threats
1. Strong competition from Indian as well as international brands
2. Dependence on government policies and rising fuel prices
3. Better public transport will affect two-wheeler sales
Page 49
AWARDS & RECOGNISATIONS

International BoatBuilders Exhibition and Conference (IBEX) Innovation Award
Winner F200 In-Line Four and V MAX SHO 150 2013
Marine Customer Satisfaction Index (CSI) Award 2013
Motor Boating Magazine "Best of the Year Award V MAX SHO 2010
International Boat Builders Exhibition and Conference (IBEX) Innovation Award
Winner V MAX SHO 2010
Field & Streams Best of the Best Award V MAX SHO 2010
Variant of the Year Bike YZF-R15 by Car India & Bike India Awards 2012
Two-Wheeler Manufacturer of the Year- YAMAHA Motors by NDTV Car & Bike
Awards 2012
Motorcycle of the Year Above 150cc (SZ-R) by Bike India Awards.
Page 50

ZigWheels CBU Superbike of the Year 2011 - Yamaha VMAX
Zigwheels- Bike of the Year Award Yamaha FZ-16
NDTV CAR & BIKE AWARDS Import two wheeler of the year 2011 Yamaha YZF-R1
Business Standard Motoring Bike of the Year 2011 Award Yamaha FZ-16
UTVi/Autocar, Bike of the Year 2011 Award Yamaha FZ-16
UTVi & Autocar India Awards 2009 the Viewers Choice award Yamaha FZ-16
IMOTY Indian Motorcycle of the Year 2009 Yamaha YZF-R15
IMOTY Performance Bike of the Year 2009 Yamaha YZF-R15
Page 51
DATA ANALYSIS AND INTERPRETATION.

1. OCCUPATION OF CONSUMERS
Table 1. Showing the responses of the consumers of their occupation
Particulars
Response
Percentage
Student
40
40%
Employee
34
34%
Business
24
24%
Others
2%
Total
100
100%
Analysis:
The above table shows that 40% students are who uses Yamaha bikes. Next categories are
employees who form almost 34% of total respondents. 24% of respondents are the customers
who own a business and at least are the others of different occupation who form the remaining
4%.
Page 52
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
40%
34%
24%
0
student
0
employee
0
business
4%
others
Graph 1. Showing the responses of the consumers of their occupation.
Interpretation:
From the above graph we can analyse that maximum number of Yamaha two wheeler users
are students.
Page 53
2. AGE GROUP
Table 2. Age Group of the consumers
Particulars
Response
Percentage
18-25
50
50%
25-35
30
30%
35-50
10
20%
50 and Above
0%
Total
100
100%
Analysis :
From the above table it shows that 50% of total respondents are in the age Group of 18-25.
30% are the respondents who are in the age group of 25-35 and the remaining are in the age
group of 35-50 who form 20% of the respondents, who use two wheelers.
Page 54
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
50%
30%
20%
18-25
25-35
35-50
0%
50 and above
Graph 2. Showing the Age Group of the consumers
Interpretation:
From the above graph we can analyse that below the age group of 25 years are maximum
users.
Page 55
3. INCOME GROUP.
TABLE 3. Showing the responses of the consumers, to which income group they belong to.
Particulars
Response
Percentage
15000
36
36%
30000
38
38%
50000
20
20%
Above 100000
6%
Total
100
100%
Analysis:
The above table shows that the most of the respondents belong to the income group of 15000
and 30000 approximately and form 36% and 38% of total respondent. The remaining are in
the income level of 50000 and above 100000, which forms 20% and 6% of respondent. This
shows the middle class consumers who purchase more two wheelers.
Page 56
40%
1.2
35%
30%
0.8
25%
20%
East
0.6
15%
0.4
10%
0.2
5%
0%
0
15000
30000
50000
above
100000
Graph 3. Showing the responses of the consumers, to which income group they belong to.
Interpretation:
from the above graph we can anayse that the maximum number of the sample size units are
getting average income.
Page 57
5. WHICH BRAND OF TWO WHEELER ARE YOU AWARE OF?
TABLE 4. Showing the responses of the consumers about which brand they are aware of.
Particulars
Response
Percentage
Yamaha
30
30%
Hero
40
40%
Bajaj
20
20%
Others
10
10%
Total
100
100%
Analysis:
The above table shows that 30% of the respondents are aware of the brand Yamaha in the
market; others are the Hero, Bajaj and others which form 40%,20%,10% percent of the total
respondents.
This shows that the Yamaha has average brand image across the people
Page 58
40%
40%
35%
30%
30%
25%
20%
20%
15%
10%
10%
5%
0%
Yamaha
Hero
Bajaj
Others
Graph 4. Showing the responses of the consumers about which brand they are aware of.
Interpretation:
From the above graph we can analyse that hero is the brand which is been known to
maximum number of the public.
Page 59
6. DO YOU OWN A TWO WHEELER?
TABLE 5. Showing the ownership of two wheelers.
Particulars
Response
Percentage
Yes
100
100%
No
0%
Total
100
100%
Analysis:
The above table shows that the 100% respondents own a two wheeler.
Page 60
no
0%
yes
100%
0%
20%
40%
60%
80%
100%
graph 5. Showing the ownership of two wheelers.
Interpretation:
From the above graph we can analyse that maximum number of sample size own a two
wheeler.
Page 61
6. IF YES, FROM WHERE DID U BUY?
TABLE 6. Showing the source of purchase
Particulars
Response
Percentage
Yamaha
72
72%
Hero
16
16%
Bajaj
10
10%
Others
2%
Total
100
100%
Analysis:
From the above table it shows that 50% of consumers have bought two wheelers from
Yamaha dealer.20% of consumers have bought two wheelers from Hero and 25%, 5% which
include Bajaj and others which form the total respondents.
This shows that many people opt for buying Yamaha two wheelers from the
authorized dealers
Page 62
80%
72%
70%
60%
50%
40%
30%
16%
20%
10%
10%
2%
0%
Yamaha
Hero
Bajaj
Others
graph 6. Showing the source of purchase
Interpretation:
From the above graph we can analyse that customers usually purchase bikes from the
showrooms rather than other retailers.
Page 63
7. SINCE WHEN DID YOU COME TO KNOW ABOUT YAMAHA

MOTORS?
TABLE 7. knowledge about Yamaha motors.
Particulars
Responses
Percentage
2-5 months
30
30%
6-12 months
34
34%
1-2 years
28
28%
More than 2 year
8%
Total
100
100%
Analysis:
The above table shows that 30% of consumers know about Yamaha motors in the period of 25months.34% of consumers know in the period of 6-12 months, 28% of consumers know
about Yamaha motors from 1-2years and the remaining consumers know from more than
2years.
Page 64
more than 2 yers

8%
2-5months
30%
1-2years
28%
6-12months
34%
graph 7. knowledge about Yamaha motors
Interpretation:
From the above graph we can analyse that maximum number of customers are knowing
Yamaha motors from past one year.
Page 65
8. HOW DID YOU COME TO KNOW ABOUT YAMAHA MOTORS?
TABLE 8. source of information
Particulars
Response
Percentage
Advertising
22
22%
Friends
56
56%
Family
20
20%
Hoardings
2%
Total
100
100%
Analysis:
This table shows that 56% respondents are have known panache motors (Yamaha) through
friends. Advertising and family also plays an important role in consumers purchasing two
wheelers inYamaha motors.
Page 66
56%
60%
50%
40%
30%
22%
20%
20%
10%
2%
0%
Advertising
Friends
Family
Hoardings
graph 8. source of information
Interpretation:
From the above graph we can analyse that the promotion of Yamaha is from the mode of
word of mouth that is through friends.
Page 67
9. DID U GET THE FULL SERVICE FROM THE YAMAHA MOTORS?
TABLE 9 service received
Particulars
Response
Percentage
Yes
80
8 0%
No
20
20%
Total
100
100%
Analysis:
The above table shows that 80% of respondents have availed the free services provided by the
dealer and 20% of respondents have still to avail the full service facility.
Page 68
80%
80%
70%
60%
50%
40%
30%
20%
20%
10%
0%
yes
no
graph 9. service received
Interpretation:
From the above graph we can analyse that the customers of Yamaha are very much satisfied
with the after sales service.
Page 69
10. HOW DO THEY HANDLE THE TWO WHEELER AT THE TIME OF

SERVICING?
Table 10. handling during service
Particulars
Response
Percentage
Smoothly
82
82%
Roughly
18
18%
Total
100
100%
Analysis:
The above table shows that 82% of consumers say that the handling of two wheeler at
panache motors is smooth and 18% of total respondents say that the handling of bikes is
roughly done.
Page 70
Roughly
18%
Smoothly
82%
0%
20%
40%
60%
80%
100%
Graph 10. handling during service
Interpretation:
From the above graph we can analyse that employees of Yamaha handles with more care and
concern.
Page 71
11. HOW MUCH TIME DID THEY TAKE FOR SERVICING?
TABLE 11. time taken for servicing
Particulars
Response
Percentage
2-4 hours
20
20%
4-6 hours
50
50%
6-8 hours
20
20%
More than 8
10
10%
100
100%
hours
Total
Analysis:
The above tabulation shows that many consumers have got their two wheeler serviced in the
time period of 4-6hours. 20% of consumers who require their two wheeler very urgently have
got it serviced in 2-4hours without any extra payment. 20% consumers have got their vehicle
serviced in the time frame between 6-8hours and the remaining respondents have got delayed
services by more than 8 hours.
Page 72
50%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
20%
20%
10%
2-4hrs
4-6hrs
6-8hrs
more than 8
hrs
Graph 11. time taken for servicing
Interpretation:
From the above graph we can analyse that Yamaha takes half a day for the service of two
wheelers.
Page 73
12. WHAT ABOUT THE BEHAVIOUR OF THE STAFF IN YAMAHA

MOTORS?
TABLE 12. behavior of staff
Particulars
Response
Percentage
Good
50
50%
Better
20
20%
Satisfied
30
30%
Worst
0%
Total
100
100%
Analysis:
This table above shows that 50% of total respondents feel that the behavior of the staff in
Yamaha motors is good. 20% of respondents say that its better. 30% of consumers are
satisfied by the behavior of the staff. so its a positive response towards the Yamaha motors
Page 74
worst 0%
30%
satisfied
20%
better
50%
good
0%
10%
20%
30%
40%
50%
graph 12. behavior of staff
Interpretation:
From the above table we can analyse that the behavior and response towards the customers
from Yamaha is good.
Page 75
13. WHAT IS THE LEVEL OF SERVICE PROVIDED?
TABLE 13. level of service provided
Particulars
Responses
Percentage
Good
50
50%
Better
22
22%
Satisfied
26
26%
Worst
2%
Total
100
100%
Analysis:
The above table shows that 50% of consumers are satisfied with the service provided by
Yamaha motors. 22% of consumers say that its better service provided. 26% of respondents
say that they are satisfied with the service and 2% of respondents feel that the service
provided is worst and has to be improved.
Page 76
2%
26%
50%
Good
Better
22%
Satisfied
Worst
Graph 13. level of service provided
Interpretation:
From the above graph we can analyse that the level of satisfaction of customers on service
provided is good.
Page 77
14. AFTER ALL FREE SERVICES, WERE DID YOU GET YOUR TWO
WHEELER SERVICED?
TABLE 14.place of service.
Particulars
Responses
Percentage
Dealer
48
48%
Local workshops
20
20%
Service stations
22
22%
Not yet done
10
10%
Total
100
100%
Analysis:
This table shows that 48% of consumers still give their vehicle to dealers for better
service.20%and 22% consumers get their vehicle serviced in local workshops and service
stations and remaining 10% respondents have not got their vehicle serviced after availing all
free services done. This shows that many still feel that there is better service provided from
the dealers.
Page 78
Dealer
10%
48%
22%
20%
Local workshops
Service stations
Not yet done
graph 14. place of service.
Interpretation:
From the above graph we can analyse that customers prefer paid services from the dealer than
other.
Page 79
15. DO YOU HAVE ANY COMPLAINT ABOUT THE SERVICES

PROVIDED BY YAMAHA MOTORS?
TABLE 15. complaint about the service
Particulars
Response
Percentage
Yes
30
30%
No
70
70%
Total
100
100%
Analysis:
The above table shows that 70% of respondents have no complaints regarding the services
provided by Yamaha motors (). 30% say that they have complaints about the services
provided. So its a positive response and reputation is good in the service providing.
Page 80
80%
70%
60%
50%
40%
NO, 70%
30%
20%
YES, 30%
10%
0%
YES
NO
graph 15. complaint about the service
Interpretation:
From the above graph we can analyse that maximum of customers have good feedback saying
that they have no complaints regarding Yamaha motors.
Page 81
FINDINGS
All the respondents have bought two wheelers from YAMAHA MOTORS.
They have a wide range of buyers from all age groups.
The most of the respondents are in the age group of 20-35 who purchase two wheelers in
Yamaha Motors .
Most of the respondents were aware of Yamaha before purchasing two wheeler from Yamaha
Motors.
Many of the respondents (76%) came to knew about Yamaha Motors through friends and
family.
Most of the consumers have availed the free services provided by Yamaha Motors.
The handling of two wheelers during service by mechanics is very smooth and better.
Most of the time taken for servicing each vehicle is very consistent in the frame of 4-6hours.
Most of the respondents say that the behaviour of the staff in Yamaha Motors is good.
Many of the consumers, who have already availed all the free services, still opt for getting
their vehicle serviced in Yamaha Motors,so it shows their reputation in providing better
service than others.
Page 82
SUGGESTIONS
Concentrate advertisements of mass media to boost sales in the market.

There should be many more branches of Yamaha motors should be opened so that people can
easily access the dealer.
The service time required for each two wheeler should be minimized as possible with better
quality.
The staff should be imparted good knowledge of the products.
The staffs behavior
overall is considered good but it should get better to attract more
customers.
YAMAHA MOTORS should provide some more discounts for customers so that after all the
free services they still opt for getting their vehicle serviced in the showroom itself.
Page 83
CONCLUSIONS
The project entitled A study on consumer attitude towards two wheels the
various issues regarding the aspect of the study has been made and effectively
and suitable solutions were provided to increase positive attitude and sales of
Yamaha two wheelers.
The study will help the customers know about the various brands available in
the market and the customers get first hand information from the salesman
where company should train the salesman. Other than personnel promotion
newspaper and other Medias like advertisement, friends and family have
influenced sales to a larger extent. Finally the service provided by the Yamaha
motor is satisfied to most of the customers.
Page 84
Page 85
All respondents are aware about the various brands available in the market.
Customers expect all salesmen to be knowledgeable about the product.
Newspapers and other media have influenced sales to a larger extent.
Advertisements, friends, family and others influence respondents.
Most of the students and employees are the group targeted more.
Brand awareness of Yamaha among the people is very good.
The service provided is of very better standards with quality and experienced staff.
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Consumer Attitude On Two Wheelers

Consumer Attitudinal Research

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

Negative Learned Attitudes

Positive Learned Attitudes

Negative Experience Attitudes

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

Positive Experience Attitudes

How to Change Consumer Attitudes

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

What is consumer Interest?

What is Consumer Behavior?

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

Why do you think an individual buys a product?

Marriage or other special occasions

Why and why not a consumer buys a product?

When a consumer buys a product?

How a consumer buys a product?

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

Buying decisions of consumers also depend on the following factors:

Messages, advertisements, promotional materials, a consumer goes through also

Consumer interpretation refers to how an individual perceives a particular message.

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

Consumer & Customer

Consumer characteristics effecting Attitude

Consumer Attitude On Two Wheelers

Characteristics of the Attitude

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

I.e. Figure and ground, grouping and closure.

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

IMPORTANCE OF 4Ps IN MARKETING

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

Complex buying behavior:

Consumer Attitude On Two Wheelers

Variety seeking buying behavior:

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

Tools of sample size:

Methods of collection of data:

Questionnaire for the company.

Questionnaire for the consumers.

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

Statement of the problem:

Objectives of the study:

East Point College Of Higher Education

Consumer Attitude On Two Wheelers

Scope of the study

Limitations of the study:

East Point College Of Higher Education