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PROJECT
REPORT
ON
CUSTOMER SATISFACTION
For
1
CUSTOMER SATISFACTION:
seen as a key performance indicator within business and is part of the four
appear in print more frequently than any other catch phrase used to describe
a new found magic for industrial success. Before we proceed in to the study
Customer satisfaction is a concept that more and more companies are putting
at the heart of their strategy, but for this to be successful they’re needs to be
clarity about, what customer satisfaction means and what needs to happen to
drive improvement.
2
NEED OF THE STUDY:
important that these which the company produces should satisfy the needs of
customers.
3
OBJECTIVES OF THE STUDY:
4
SCOPE OF THE STUDY:
Brand.
many are aware of the brand and to know about the industry.
5
LIMITATION OF THE STUDY:
However I have tried my best in collecting the relevant information yet there
are always present some limitations under which researcher has to work.
Here following are some limitations under which I had to work to as shown
below:
1. Limited time: There was limited time in which this project has to
Nalgonda
personal information
6
RESEARCH METHODOLOGY:
design, and method of data collection, the sampling method and the tools
used.
SAMPLE DESIGN:
Geographical area:
The study is conducted in Nalgonda.
Duration of project:
The duration of project work is about 45 days
Population:
Population for this research is set of customers those who are using
with Bsnl in Nalgonda.
Sample units:
The sampling units used by the researcher for this research, are those
who are using with Bsnl.
7
Sample size:
The number of samples collected by the researcher is 100 customers.
SOURCE OF DATA
Primary data:
The researcher collected both by direct survey from the dealer’s
Secondary data:
Here the researcher collected secondary data from the company
8
RESEARCH INSTRUMENT:
interview schedule.
Questionnaire
The questionnaire is prepared in a well-structured and non disguised
Interview Schedule
The interview method of collecting data involves presentation of oral-verbal
stimuli and reply in terms of oral-verbal responses. Then the responses are
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FRAME WORK OF ANALYSIS:-
The statistical analysis is useful for drawing inference from the collected
information.
Bar diagrams
Pie charts
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INDUSTRY PROFILE:
AUTOMOBILE INDUSTRY:
In India there are 100 people per vehicle, while this figure is 82 in china. It
status by 2014.
Industry Overview:
Since the first car rolled out on the streets of Mumbai (then Bombay) in
1898, the automobile industry of India has come a long way. During its early
stages the auto industry was overlooked by the then Government and the
policies were also not favourable.The liberalization policy and various tax
relief’s by the Govt.of India in recent years has made remarkable impacts on
growing at the pace of around 18% per annum, has become a hot destination
for global auto players like Volvo general motors and ford. A well
11
Today, Indian automotive industry is fully capable of producing various
kinds’ o vehicles and can be divided into 03 broad categories. Cars, two-
SNIPPETS
cars (79%)
market
12
The number one global motorcycle manufacturer is in India
million mark.
TWO WHEELERS
would not only help you to impress others, but can go a long way in making
would become a part of your life. From helping you to reach the market or
likeminded friends, your two-wheeler is always multi tasking for you. Two
wheeler manufacturers are well aware of their rising demand and hence, are
teaming up the market with new products every day. Manufacturers are
targeting low income sections also with some cheap motorbikes as they are
every day. Manufacturers are targeting low income sections also with some
consumers.
13
THE TWO – WHEELER COMPANIES
1. BAJAJ
2. HERO HONDA
3. TVS
4. SUZUKI
5. YAMAHA
6. KINETIC
7. ROYAL – ENFIELD
8. HONDA
9. MAHINDRA
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Indian Two-Wheeler Industry: A Perspective
Automobile is one of the largest industries in global market. Being the leader
recognised as one of the drivers of economic growth. During the last decade,
automobile policy for realising the sector's full potential for the economy.
absorb new technologies, aligning itself with the global development and
also to realise its potential in the country. The liberalisation policies have led
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Evolution of Two-wheeler Industry in India
and mopeds. According to the figures published by SIAM, the share of two-
wheelers in automobile sector in terms of units sold was about 80 per cent
the sector. In the initial years, entry of firms, capacity expansion, choice of
machinery. The lapses in the system had invited fresh policy options that
came into being in late sixties. Amongst these policies, Monopolies and
respectively. This controlling mechanism over the industry resulted in: (a)
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introduction of the New Economic Policy (NEP) in 1985.
However, the major set of reforms was launched in the year 1991 in
more liberalised and competitive era. Two major results of policy changes
during these years in two-wheeler industry were that the, weaker players
died out giving way to the new entrants and superior products and a sizeable
increase in number of brands entered the market that compelled the firms to
lessened over time, deregulation of the industry has not really resulted in
A Growth Perspective
the post-reform period. In 1991, the share of scooters was about 50 per cent
of the total 2-wheeler demand in the Indian market. Motorcycle and moped
had been experiencing almost equal level of shares in the total number of
17
two-wheelers. In 2003-04, the share of motorcycles increased to 78 per cent
of the total two-wheelers while the shares of scooters and mopeds declined
forecasts had been made using econometric technique along with inputs
Estimations were based on Panel Regression, which takes into account both
time series and cross section variation in data. A panel data of 16 major
states over a period of 5 years ending 1999 was used for the estimation of
for different two-wheeler segments. The projections have been made at all
India and regional levels. Different scenarios have been presented based on
industry. The most likely scenario assumed annual growth rate of Gross
Domestic Product (GDP) to be 5.5 per cent during 2002¬-03 and was
anticipated to increase gradually to 6.5 per cent during 2011¬-12. The all-
India and region-wise projected growth trends for the motorcycles and
scooters are presented. The demand for mopeds is not presented in this
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analysis due to its already shrinking status compared to' motorcycles and
scooters.
which a condition of equilibrium will set the growth path. Another important
thing to keep in mind while interpreting these growth rates is that the
forecast could consider the trend till 1999 and the model could not capture
the recent developments that have taken place in last few years. However,
market for these segments. At the all India level, the demand for
motorcycles will be almost 10 times of that of the scooters. The same in the
western region will be almost 20 times. It is also evident from the table that
motorcycle will find its major market in the western region of the country,
which will account for more than 40 per cent of its total demand. The south
and the north-central region will follow this. The demand for scooters will
be the maximum in the northern region, which will account for more than 50
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The present economic situation of the country makes the scenario brighter
for short-term demand. Real GDP growth was at a high level of 7.4 per cent
during the first quarter of 2004. Both industry and the service sectors have
shown high growth during this period at the rates of 8.0 and 9.5 per cent
respectively. However, poor rainfall last year will pull down the GDP
growth to some extent. Taking into account all these factors along with other
GDP at 6.7 per cent during the tenth five-year plan. Its mid-term forecast
suggests an expected growth of 7.4 per cent in GDP during 2004-05 to 2008-
09. Very recently, IMF has portrayed a sustained global recovery in World
households from the lower income group to the middle income group in
recent years. The finance companies are also more aggressive in their
21
There is a large untapped market in semi-urban and rural areas of the
groups for various categories of motorcycles and scooters. With the formal
easy loan availability for new as well as used cars, the two-wheeler industry
needs to upgrade its market information system to capture the new market
and to maintain its already existing markets. Availability of easy credit for
two-wheelers in rural and smaller urban areas also requires more focussed
DemandDrivers
22
over the past five years. The key demand drivers for the growth of the two-
rural areas;
▪ Steady increase in per capita income over the past five years; and
consumer needs.
While the demand drivers listed here operate at the broad level, segmental
Some Facts
• Two wheeler segment contributes the largest volume amongst all the
segments in automobile industry
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COMPANY PROFILE
well as overseas market. Presently 10 models roll out of these two plants.
Quick Facts
Tel:(91)-(120)-2351193
24
Segment & Brands of Yamaha
Yamaha Albaz
Yamaha Crux
Yamaha Gladiator
Yamaha Libero G5
Yamaha MT 01
Yamaha YZF R1
Company Flashback
1955, has worked. Since beginning to build products that stand out for their
quality wherever they are sold. Over the years, the company has diversified
technologies. Today, the company has extended their products from land to
sea and even into the skies, with manufacturing and business operations that
25
Yamaha Motor India (YMI) was incorporated in India in August 2001 as a
2 state-of-the art plants, One at Faridabad (Haryana) and the other Surajpur
COMPANY PROFILE
Yamaha made its initial foray into India in 1985. Subsequently, it entered
subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co.,
(IYM)".
Uttar Pradesh and Faridabad in Haryana and produces motorcycles for both
26
domestic and export markets. With a strong workforce of more than 2,000
SZ-X (153cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc) and
Crux (106cc).
VISION
"creating Kando" (touching their hearts) - the first time and every time with
customers".
MISSION
where we can build long term relationships by raising their lifestyle through
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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
environment.
value and knowledge across our customers thereby earning the loyalty of our
CORE COMPETENCIES
Customer #1
customer in mind.
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Challenging Spirit
Team-work
We are honest, sincere, open minded, fair & transparent in our dealings. We
CORPORATE PHILOSOPHY.
Yamaha Motor is a company that has worked ever since its founding to build
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technologies in the areas of small engine technology and FRP processing
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 people’s 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
Said in another way, our aim is to bring people greater joy, happiness and
create Kando*in their lives. As a company that makes the world its field and
offers products for the land, the water, the snowfields and the sky, Yamaha
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
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SWOT ANALYSIS
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SWOT ANALYSIS FOR INDIA YAMAHA MOTORS
Strength Weaknesses
33
FOUNDING HISTORY
Paving the Road to Yamaha Motor Corporation
"I want to carry out trial manufacture of motorcycle engines." It was from
Genichi Kawakami
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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,
Genichi Kawakami's history with Yamaha was long and rich. He saw the
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.
35
Founded
36
Sales (%) by region (consolidated)
37
management of leisure, recreational facilities
38
First Yamaha-made surface mounter "21 Series" released
The growing world of Yamaha products, for the water, for the land, in town and
into the future
Land
Motorcycles
Commuter Vehicles
Recreational Vehicles
Electro-Hybrid Vehicles
Electro-hybrid bicycles
Water
Boats
Marine Engines
Water Vehicles
Power Products
Power Products
Golf cars, Land cars, Generators, Multipurpose engines, Water pumps, Snow
throwers, etc.
Industrial Products
Automobile Engines
Automobile engines
Aeronautics
Intelligent Machinery
Aqua Environment
Wheelchairs
Customer satisfaction is a concept that more and more companies are putting at the
heart of their strategy, but for this to be successful they’re needs to be clarity about,
what customer satisfaction means and what needs to happen to drive improvement.
Without this, there is a risk that customer satisfaction becomes little more than a
good intention, with confused objectives failing to address the real issues for
customers, one helpful way to look at the problem is to rephrase the objectives: set
the sights on helping the customers meet their goals.
CUSTOMER SATISFACTION
Many organizations have not got a clue about the customers perceive the
Firstly, customer may buy a given product of services simply because there
is no other option and they would prefer to purchase what you are offering
Secondly, the fact that a product or services may be accepted does not mean
expectations may change customer tastes may move on. If standards don’t
rise and service evolve and then download sales will appear.
A worse situation arises when the organizations haven’t got a clue of the
customer’s perceptions but think they have. Another situation is when the
organization don’t have clue of their customers perception and don’t care
either the org may believe that it is in a monopoly situation and its customers
can’t go else where. Sometimes organizations believe that it know best what
customer should want and therefore supply them with a centrally designed
product.
If resultant product or service has defects, then it is perceived to be a
problem for the customer. Some orgs solicit customer feed back or it way
Finally we come to the point where we realize how important customer feed
back is in the case of organizations, which helps the orgs to determine how
Now that we have spoken of customer satisfaction, let us define what it is:
According to Kotler “Customer satisfaction is the level of a person felt state
Pleased or delighted.
Statements by friends
Associates
Marketer
Promise
is one who:
company should enquiry from its recent buyers and determine how many are
Highly satisfied
Somewhat satisfied
Indifferent
Somewhat dissatisfied
Highly dissatisfied
A customer oriented would track its customer satisfaction level each period
development.
The company as many stock holders including employees, dealers and stock
holders.
constrains of its total resources. Here we see that an org has to look n the
satisfaction.
they can deliver, then delivering more than they promise. Highly satisfied
customers produce several benefits for the company. Satisfied customers are
fewer prices sensitive. They talk favorably to others about the company and
its products and remain loyal for a longer period. However, the relationship
meeting the expectations for customers they aim to delight the customers. A
important that these which the company produces should satisfy the needs of
customers.
Sales support
Service support
customer satisfaction.
To examine and analyses the reason for customer dissatisfaction if any and
producing high quality products, where quality was defined by the company
internal standards.
perceptions are loyal customers. That is they buy more, more often and are
willing to any pay more higher prices. Also to the extent that customers view
To maximize our business and maintain and lead over our competitors, we
must have a committed customer base that will back that commitment with
ITSELF:
customer perception. In this case we see that the design of the products
The design sends a message to he customer about the orgs basic values
especially concerning the trade offs between cost and customer. Little is
and often the sales. A strong successful design increase confidence of front
staff, which a poor design makes them defensive, bad design places
MESSAGE: That helps to share customer ideas about the product or service
Brokers.
It is usually these informal values that determine that the true measure of
SATISFACTION:
would male it easy for it’s customers to deliver suggestions and complaints
calls to find out how they feel about the rating aspects of the company’s
performance.
GHOST SHOPPING:
potential buyers to report their findings okay strong and weak point they
can themselves pose as shoppers and experience firsthand, the treatment they
receive as customer.
important to conduct exit interview but also to monitor the indication that
18-25 years 16 16
25-30 years 24 24
30-35 years 22 22
Above 35 years 38 38
Total 100 100
40
35
30
18-25years
25
20 25-30years
15 30-35years
10 above 35
5
0
INTERPRETATION:
From the above table shows that the respondents of the age group of years above 35 i.e.
38, the next group is 25-30 years i.e.24, the remaining age groups are30-35and 18-25
45
40
35
30 employees
25 business
20
student
15
10 others
5
0
INTERPRETATION:
The above table represent that the employee respondents are in the study having 44, the
Rs, 25,000 24 24
Between Rs. 25,000to 50,000 42 42
Between Rs. 50,000 to 1, 00,000 24 24
More than Rs, 1, 00,000 10 10
Total 100 100
45
40
35
30 25,000
25 25,000-50,000
20
50,000-1,00,000
15
10 above1,00,000
5
0
INTERPRETATION:
The above table reflects that the between. 25,000 to 50,000 numbers of
respondents in the study having 42, the next numbers are 50,000-1, 00,000 and up
to 25,000 having 24 and next followed by more than 1, 00,000respodents i.e. 10.
4. Which vehicle do you own currently from Yamaha?
a) Alba b) Crux c) Gladiator d) Libero G5
35
30
Alba
25
20 Crux
15 Gladiator
10
Libero
5 G5
INTERPRETATION:
The above table shows that the respondents are having Libero G5 models are 34,
Gladiator models are 24, Alba models are 22, and Crux models are 20.
5. Why did you choose the Yamaha?
a) Mileage b) brand image c) style d) low maintenance
40
35 mileage
30
25 brand image
20
15
style
10
5
low maintenance
0
INERPRETAION:
The above table shows that the number of respondents are given preference to
brand image is 40, next preference given to style is 24, next preference to low
Operating Controls
NO, 0
YES
NO
YES, 100
INTERPRETATION:
The following table shows that the respondents are at the time of delivery were the
bike operating control and the service schedule explained by showroom employees
yes is 100, no is 0
7. Were you offered test drive?
a) Yes b) No
YES
NO
YES, 100
INTERPRETATION:
The following table shows that the respondents are at the time of purchase were the
a) Yes b) No
YES 75 75
NO 25 25
Respones
Yes
No
INTERPRETATION:
The above table shows that the respondents are yes is 75, No is 25.
9. Are you satisfied with the sales and service promotion of SaiRam Motors?
a) Highly Satisfied b) Satisfied
c) Moderate d) Dissatisfied
TABLE:
GRAPH:
Dissatisfied
Response
2%
Satisfied Dissatisfied
34%
INTERPRETATION:
About 40% of the customers are Highly Satisfied toward the sales and service
customers are Moderate and remaining 02% are dissatisfied towards the sales and
a) Yamaha b) Others
Yamaha 55 55
Others 45 45
Response
Yamaha
Others
INTERPRETATION:
The above table shows that 55% of respondents said Yamaha is provides better
after sales services and remaining are 45% said other brands.
11. Is the opening and closing time of showroom convenient?
Timings:
Opening_________ Lunch ___________ closing _________
TABLE:
GRAPH:
Response
NO
24%
YES
NO
YES
76%
INTERPRETATION:
a) Yes b) No
respondents
1. YES 85 85%
2. NO 15 15%
Response
Yes
No
INTERPRETATION:
The above table shows that the respondents are yes is 85, No is 15.
13. Assuming you were to buy another Yamaha bike today, how likely are to buy
1. Definitely 40 40%
2. Probably 34 34%
40
35
30 Definitely
25 Probably
20
Might not
15
10 Definitely
not
5
0
INTERPRETATION:
About 40% of the customers are definitely buy the Yamaha sairam motors, 34% of
customers are probably, 24% of customers are Might not and remaining 02% are
definitely not.
14. Please give your comments/suggestions to enable us to improve services at this
__________________________________________________________________
FINDINGS:
The above table shows that the respondents are having Libero G5 models are
34, Gladiator models are 24, Alba models are 22, and Crux models are 20.
Most of the customers’ rated that the Quality of Yamaha is very good.
Yamaha is Service.
Most of the Dealers also deal with other brands to satisfy the need of various
customers.
Improve awarding the customers who own the more bike and more years.
Most of the customers report price is below the satisfactory level for the
product.
CONCLUSIONS
Yamaha is one of the fast moving brands in Andhra Pradesh. The company
is holding a good market share which is the result of efforts made by the company
management and the executives.
bike?
3. How do income wise customers show their interest towards motor bike?
6. At the time delivery, were the operating controls (switches and lavers) and basic
a) Yes b) No
a) Yes b) No
a) Yes b) No
9. Are you satisfied with the sales and service promotion of SaiRam Motors?
c) Moderate d) Dissatisfied
10. Which company do you think provides better after sale service?
a) Yamaha b) Others
Timings:
12. Did any of our staff, contact you after the delivery of new bike to ensure every
a) Yes b) No
13. Assuming you were to buy another Yamaha bike today, how likely are to buy
__________________________________________________________________
BIBLIOGRAPHY
WEB SITES:
WWW.YAMAHA.COM
WWW.ENCYCLOPEDIA.COM