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Marketing Research
Project Report
A study on the Market share of Yamaha motorbikes and identifying measures to
increase the share in the Indian Market.
Under the guidance of
Dr. Shelendra Tyagi
LBSIM, New Delhi
Submitted By:
Group 7:
Manish Sharma (67)
Sidhant Mendiratta (77)
Sachit Malik (89)
Garima Kapoor (100)
Manish Sethi (113)
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DECLARATION
We, the students of LBSIM (Group-7, Sec B- PGDM 2015-17) hereby declarethat this project report titled “A study on the Market share of Yamaha motorbikes
and identifying measures to increase the share in the Indian Market.”, in
Trimester-III of PGDM at Lal Bahadur Shastri Institute Of Management, New
Delhi, is an authentic record of our work which has been carried out under the
guidance of Dr. Shelendra Tyagi
Date: March 04, 2016
Place: Dwarka, New Delhi.
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ACKNOWLEDGEMENT
Through this acknowledgment, we express our sincere gratitude to all those people whohave been associated with this assignment and have helped us with it and made it a
worthwhile experience.
First and foremost, we would like to thank to our supervisor of this project, Dr.
Shelendra Tyagi for his valuable guidance and advice. He inspired us greatly to work
on this project. His willingness to motivate us contributed tremendously to our project.
An honourable mention goes to our friends for their understandings and supports on us
throughout the completion of this project.
We also extend our thanks to the various people who have shared their opinions and
experiences through which we received the required information crucial for our report.
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TABLE OF CONTENTS
CHAPTER
No.
TITLE
1 Industry Background
2 Literature Review
3 Research Design Methodology
5 Data Analysis
6 Findings and Recommendations
7 Limitations
8 Annexure
9 References
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Automobile Industry Background
Indian Two-Wheeler Industry is the largest in the world as far as the volume of
production and sales are concerned. It had an annual production of 23.37 million
vehicles in FY 2014-15, following a growth of 8.68% over the last year.India is the
biggest two-wheeler market on this planet ,registering an overall growth rate of 9.5
percent between 2006 and 2014. The Two Wheelers segment, with 81 per cent market
share, is the leader of the Indian Automobile market, owing to a growing middle class
and a young population. Moreover, the growing interest of companies in exploring the
rural markets further aided the growth of the sector.The growth in Indian Motorcycle
Industry owed the most to a steep upsurge witnessed in the two-wheeler segment in
2014. The volume growth recorded in the 2014-15 fiscal year stood at a commendable
14.8 percent on a year-on-year basis. The 'Make in India' campaign of the Government
of India is also going to attract more foreign investment into Indian Two-Wheeler
Industry creating further growth opportunities in the coming years.
Two-Wheeler Market in India
Indian Two-Wheeler Market is noticing a continuous upsurge in demand and thus
resulting in growing production and sales volume. This owes a lot to the launching of
new attractive models at affordable prices, design innovations made from youth's’
perspective and latest technology utilised in manufacturing of vehicles. The sale of two-
wheeler products has increased substantially. The sales volumes in the two-wheeler
sector shot up from 15 percent to 24 percent between 2008-09 and 2013-14.
A considerable expansion was seen in the sales volume of the scooter segment during
2014-15 as far as the two-wheelers were concerned. The domestic motorcycle sales
volume moved up to 10 percent, whereas the scooter segment recorded a growth of
30.7 percent in sales volume. In the past 2-3 years, around a dozen new scooter brands
have been introduced in India. But the motorcycle segment lags behind in this regard.
This is due to the fact that the recently launched gearless scooters cater to the needs of
both men and women, while motorbikes are a segment preferred by men only.
The growth momentum is also propelled by the fact that the two-wheeler manufacturers
in India have understood the market’s needs and have been able to deliver as
expected. At the end of 2014, the global business involving two-wheeler designing,
manufacturing, engineering and selling was at an average of US$ 3.5 billion per
manufacturer. However, India's Hero MotoCorp - the world's largest two-wheeler
manufacturer and seller clocked an average of US$ 15 billion on the same lines.
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Literature Review
Case Background Information
Yamaha made its initial foray into India in 1985. It, subsequently entered into a 50:50
joint venture with the Escorts group in 1996. In August 2001, Yamaha acquired its
remaining stake and became a 100% subsidiary of Yamaha Motor Co., Ltd, Japan
(YMC). In India, Yamaha has two State-of-the-art Plants at Surajpur (Uttar Pradesh)
and Faridabad (Haryana). The infrastructure at both the plants supports production of
motorcycles and parts for the domestic as well as overseas markets.
Yamaha which once ruled the mind of Indian youth is now in dire straits. The company
which is the second largest motorcycle manufacturer in the world is having a market
share of 4-5% in the booming Indian two wheeler market which is growing at a rate of12-15%.
Yamaha is a performance bike manufacturer which recently celebrated its golden
jubilee of its existence. In India Yamaha was present in a joint venture with Escorts
which brought out the blockbuster Yamaha RX 100 and the cult Yamaha RD 350.
Yamaha and Hero Honda had during the late 80's beat the hell out of scooter
manufacturers, but Yamaha now has lost its edge. Yamaha broke the partnership with
Escorts and started its India operations as a 100% subsidiary of Yamaha Japan from
2001 onwards
Yamaha was not able to sustain the momentum it had generated during 1990's with
RX100. RX100 was a bike that had style and substance. The product was powerful,
gave no much problems and was embraced by the youth. But after the tight
environmental regulations introduced in 90's , RX100 had to be shelved. It was the
beginning of decline of Yamaha.
Yamaha was not able to bring out a blockbuster product in the recent past. There had
been a lot of product launches from Yamaha but nothing clicked. The reason being that
the company was focused on Utility segment ( true that money is there only in that
segment). Yamaha did not try to look at the changing profile of the Indian consumer.
Yamaha also thought that it had the same premium image in the mind of the customer .
It failed to realise that the brand equity has eroded because of failed product launches.
It had no product to showcase its superiority as a bike manufacturer. While Bajaj
demonstrated its arrival in to the bike segment with Eliminator and Pulsar, Yamaha still
tried its luck in the executive segment which was dominated by Splendor from Hero
Honda.
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In order to break Splendor’s performance it had to build a brand in the premium
segment and using that image, try its luck in the mid segment. Bajaj launched Eliminator
to show the technical superiority. However, Yamaha failed to do that.
Rural Market Scenario
Yamaha was never a significant player in the rural market, despite of being second
largest bike manufacturer in the world. Rural market, despite of having around 50%
share in the overall sales of motorcycle industry, Yamaha never targeted it, which is
why they always lacked a personal touch to the Indian market. On the contrary, Hero
fully exploited this opportunity by understanding the expectations and demands of the
Indian consumers and is having the maximum market share in this segment with
products like Splendor, Passion, HF Deluxe, HF Dawn.
Product Launches
Yamaha tried to shock the market with a low priced Cruiser Enticer at an unbelievable
price of 49000 but the product failed because the company wanted to play the volume
game. Enticer could not sustain the huge initial it got because the market for cruiser was
only emerging and the product did not live up to the expectation.
Yamaha then launched Crux and Libero and Fazer in the mid segment but could not
set the market on fire. The company says that it is moving away from utility bikes to
performance bikes. The launch of Fazer was towards this direction. The product had an
unusual look hence failed to catch the imagination of Indian bike enthusiasts.
After this, the company tried to re-enter the market through R15 by tapping the younggeneration by posing stiff competition to Hero Honda Karizma ZMR and other premium
bikes under this segment but still it wasn’t able to gain the expected market share.
The figure shows the current market share scenario of all the major brands in the Indian
Automobile Two Wheeler segment
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Management Decision Problem:
How can Yamaha increase its market share?
Marketing Research Objectives
1. To determine factors that influence two wheeler buying behaviour in Urban
Population.
Since customers have chosen to opt for other two wheeler brands over Yamaha, a
research on why the shift had happened would provide great insights on the mistakes
Yamaha is committing.
2. To determine factors that influence two wheeler buying decision for Rural
Population.
Since Yamaha has no product for the rural market, an analysis of whether a possible
product launch for the rural population boost its current market share.
3. To study demographic attributes influencing purchasing pattern of the
urban population.
4. To undertake competitive mapping of Yamaha to determine its positioning
in the market vis-a-vis its competitors.
Despite considerable investments made on marketing and launch of new products, not
many benefits have been reaped out of them. Therefore, a study to find out what lacks
in the current marketing plan would help us create a more effective marketing plan for
Yamaha.
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RESEARCH DESIGN & METHODOLOGY
A. Research Methodology
- Exploratory Research: we would conduct unstructured pilot surveys at a few
Yamaha stores to gauge the key variables. We would also analyse secondary data
available by the Society of Indian Automobile Manufacturers, of which Yamaha is also a
member, and statistics available from sources like India Auto Report, and a study of the
reports publically available from research conducted by firms like KPMG.
- Pilot Surveys and Secondary research (Secondary Data Analysis) was carried
out to know about the attributes which affects the buying behaviour.
- Conclusive Research: Descriptive Research was done via questionnaires. Thiswould be different for Rural and Urban Population.
B. Measurement and Scaling:
For scaling and measurement, we would be using the itemized scale along with paired
comparison and rank-order in order to compare the characteristics of Yamaha two-
wheelers with others in the same segment, Commuter and Bikes. We would be
comparing different characteristics such as brand value, performance, style quotient,
comfort, physical appearance, price etc. that influence customer ’s decisions before
buying a bike. Itemized scaling - Likert scale would be most appropriate to be used in
the questionnaire.
C. Sampling Plan
Population Universe : All the present and prospective customers of Bikes and
Commuters, present customers would include MBA Students, individuals in nearby
localities,
Sampling Frame : All the people who would be visiting Yamaha, Honda, Mahindra and
TVS to enquire about the Bikes and Commuters.
Sampling Element : People visiting Yamaha stores near Dwarka.
Sampling Unit : MBA Institute, Yamaha Store and Localities.
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We would be using non probability sampling method
Sample Size for Urban - 327
Sample Size for Rural - 75
S.D = 0.45, obtained using 20 responses from the Pilot Survey.
Tolerable error = 0.05
Z value at 95% Confidence interval = 1.96
Sample Size calculated = 311
Sampling Method: Quota sampling would be used wherein different quotas consist of
students, working professionals, Lower income people, rural customers etc. From the
quota, the sample elements would be selected on the basis of convenience.
D. Data Collection Methods
- Secondary data through auto reports published by reliable research conducting firms.
- Primary data collected through surveys.
E. Research Instruments
Questionnaires (through both printed and online methods) different for store employees,
bike owners(rural) and non-bike owners (rural and urban).
F. Data Analysis SPSS will be used to analyse the data collected.
- To study the various factors that influence customer buying decisions when it comes
to bikes, and to judge the ones that are most critical for urban and rural customers, we
would be doing Factor Analysis.
- Discriminant analysis to be done for urban customers to study their expectations
and how they differ according to the demographics of the customer.
- To study how Yamaha is currently positioned in the minds of the population as
compared to its competitors, we would do multidimensional scaling.
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DATA ANALYSIS
➢ Demographics
1. Our study comprised of 327 respondents out of which 86% were male and therest were female.
2. The age of the respondents, as shown in the table below, has been divided into 4
categories with majority of the respondents belonging to the age group of 23-27.
This distinction will help us to know about the target age segment for Yamaha.
3. Under the survey conducted the majority chunk of students was, students
followed by private sector employees with average salary being 14531.19 and
average number of family members being 3.66.
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➢ Brands Owned and Price Distribution with Power
The majority of the respondents owned a Yamaha bike (20%) followed by Bajaj and
Honda whereas the popular brand Hero had a share of only 14%.
Price Distribution with Power
Majority of the respondents owned a bike above 60,000Rs price category with 180cc
bikes being the most followed by 126 to 150cc, in 60,000Rs price category.
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Purchasing a New Bike
41 % of the respondents were satisfied with their bikes whereas only 2% of them
disagreed, hence the existing users are not willing to switch to new bikes and hence
55% people are not willing to buy new bikes.
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Pride Association
Around 68% of the respondents associate a sense of Pride in front of the society while
driving a bike.
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➢ Variables influencing Buying Behaviour
After analysing the responses, the attributes that have a significant effect on the buying
behaviour came out to be power, engine capacity, brand followed by price of the bike.
Attributes like Family needs, Ease of Maintenance and Type of lights are also quite
significant.
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SPSS ANALYSIS
➢ Multidimensional Scaling
Eigenvalues
Functio
n
Eigenval
ue
% of
Variance
Cumulativ
e %
Canonical
Correlation
1 .160a 70.4 70.4 .371
2 .056a 24.9 95.3 .231
3 .007a 3.3 98.6 .086
4 .003a 1.4 100.0 .056
a. First 4 canonical discriminant functions were used in the
analysis.
Wilks' Lambda
Test of
Function(s)
Wilks'
Lambda
Chi-
square
df Sig.
1 through 4 .808 347.546 28 .000
2 through 4 .937 106.501 18 .000
3 through 4 .990 17.137 10 .071
4 .997 5.033 4 .284
From the Wilks’ Lambda table, we can see that there are two significant discriminant
functions, i.e. having significance level less than 0.05
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Standardized Canonical Discriminant Function Coefficients
Function
1 2 3 4
BrandName .983 .675 -.807 -.979
Price -.550 -.401 .117 .662
Mileage -.511 .157 .362 -.946
Ease of
Maintenance
-.327 .968 .558 .119
Appearance .478 -1.057 1.295 -.509
After Sales
Services
-.293 .297 -.360 .293
Engineering
Technology
.645 .013 -.506 1.472
On using the Wilks’ lambda table and the Standardized Canonical Discriminant Function
Coefficients table, we obtain the following perceptual map.
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From the perceptual map, we can obtain the following findings:
1. Customers feel that Honda and Yamaha bikes have strong appearance.
2. Bajaj seems to be doing well with its post sales factors, like the after sales
services and ease of maintenance of the bike.
3. Hero bikes are easy to maintain
4. According to customers, none of the bikes seem to be doing good on technology,mileage and price.
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Classification Resultsa
Bran
d
Predicted Group Membership Total
1 2 3 4 5
Origin
al
Cou
nt
1 132 87 54 27 27 327
2 42 123 78 42 42 327
3 45 54 177 24 27 327
4 57 108 63 66 33 327
5 45 120 72 36 54 327
% 1 40.4 26.6 16.5 8.3 8.3 100.0
2 12.8 37.6 23.9 12.8 12.8 100.0
3 13.8 16.5 54.1 7.3 8.3 100.0
4 17.4 33.0 19.3 20.2 10.1 100.0
5 13.8 36.7 22.0 11.0 16.5 100.0
a. 33.8% of original grouped cases correctly classified.
Hit ratio: 33.8%
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➢ DISCRIMINANT ANALYSIS FOR THE URBAN POPULATION
Dependant variable: categorical
- Whether the respondent or any of his family member owns a bike.
Independent variables
- Age
- Income
- Number of family members
Output obtained:
Eigenvalues
Functio
n
Eigenvalu
e
% of
Variance
Cumulative
%
Canonical
Correlation
1 .098a 100.0 100.0 .299
a. First 1 canonical discriminant functions were used in the
analysis.
Wilks' Lambda
Test of
Function(s)
Wilks'
Lambda
Chi-
square
df Sig.
1 .910 30.386 3 .000
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Canonical Discriminant
Function Coefficients
Functio
n
1
Age -.200
Income (per month) .000
Number of family
members
-.261
(Constant) 4.403
Unstandardized coefficients
Functions at Group Centroids
1. Do you or your
family member own
a bike?
Functio
n
1
0 -.508
1 .193
Unstandardized canonical
discriminant functions evaluatedat group means
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Classification Resultsa
1. Do you or your
family member own a
bike?
Predicted Group
Membership
Total
0 1
Origina
l
Count 0 69 21 90
1 105 132 237
% 0 76.7 23.3 100.0
1 44.3 55.7 100.0
a. 61.5% of original grouped cases correctly classified.
Hit ratio: 61.5% suggests that 61% of the attributes that contribute towards buying
behavior in the motorbike industry have been covered namely age, income and number
of family members.
Discriminant equation obtained:
D = 4.403 -.200 * Age + 0.0008 * Income - .261 * Number of family members
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➢ FACTOR ANALYSIS FOR URBAN CUSTOMERS
Rotated Component Matrixa A
Component
1 2 3 4
Brand .296 .868 .244 .189
Price .935 .225 .165 .112
Mileage .156 .832 .160 .129
Ease of
Maintenance
.915 .202 .101 .086
Appearance .268 .800 .151 .126
After Sales
Services
.768 .144 .072 .056
Technology .139 .129 .166 .829
Engine Capacity .125 .309 .383 .760
Power/BHP .119 .359 .414 .634
Electronic
Speedometer
.132 .120 .903 .199
Self Start .340 .309 .705 .070
Disk Break .147 .254 .766 .332
Color Availability .132 .135 .908 .191
Tyre Type -.001 .226 .258 -.255
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Tail and Head
Lights
.296 .868 .244 .189
Family needs .935 .225 .165 .112
Ease of Riding .865 .167 .180 .085
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.
Communalities
Initial Extracti
on
Brand 1.000 .937
Price 1.000 .965
Mileage 1.000 .759
Ease of
Maintenance
1.000 .895
Appearance 1.000 .750
After Sales
Services
1.000 .619
Technology 1.000 .750
Engine Capacity 1.000 .835
Power/BHP 1.000 .716
Electronic 1.000 .886
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Speedometer
Self Start 1.000 .713
Disk Break 1.000 .782
Color Availability 1.000 .896
Tyre Type 1.000 .183
Tail and Head
Lights
1.000 .937
Family needs 1.000 .965
Ease of Riding 1.000 .817
Extraction Method: Principal
Component Analysis.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .898
Bartlett's Test of Sphericity Approx. Chi-Square 1571.738
df 171
Sig. .000
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Component Score Covariance Matrix
Component 1 2 3 4
1 1.000 .000 .000 .000
2 . 000 1.000 .000 .000
3 . 000 .000 1.000 .000
4 000 .000 .000 1.000
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
The component score suggests the efficiency of a test which lies between 0-1
with the value of 1 suggesting a highly efficient factor analysis test.
Attributes Factor
Price, Ease of maintenance, AfterSales Services, Family Needs, Ease ofriding
(1). Convenience
Brand, Mileage, Appearance, Tail andHead Lights
(2). Look and feel
Electronic Speedometer, Self-Start,Disk Break, Color availability
(3). Value Added features
Technology, Engine Capacity, Power (4). Bike Performance
Unique attribute with no association to any factor: Tyre type
Mileage, though not a part of look and feel, is found to relate with that factor. It was
expected to relate to the bike performance factor.
➢ KMO-The value came out to be .898 which is greater than 0.5 implying that the
factor analysis technique used is appropriate.
➢ Bartlett test of Sphericity.
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Hypothesis-The variables are uncorrelated i.e. r = 0
Since the value was less than the level of level of significance, we reject the hypothesis.
Thus, the variables are correlated.
➢ Eigen value of each factor was greater than 1 which means that each factor
represents at least one variable.
Observation
Hence from the factor analysis, all the 17 attributes are grouped into 4 salient factors
which together explain a total variance of 70.79%.
➢ FACTOR ANALYSIS FOR RURAL CUSTOMERS
Rotated Component Matrixa
Component
1 2 3
Head and tail light .810 .066 -.144
price .008 .651 .023
disk break -.100 .063 .735
power -.103 .016 .872
Speedometer .880 .036 -.124
Color .902 -.016 -.045
Mileage -.080 .734 -.048
appearance .866 -.046 -.100
technology -.132 -.090 .860
family needs .010 .804 .029
ease of riding -.173 .749 -.052
tyre type .802 -.023 -.005
after sales .098 .757 -.053
ease of maintainence .093 .486 .103
self start .901 .001 -.189
brand .931 -.011 -.099
engine -.126 .034 .828
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 4 iterations.
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Attributes Factors
Tyre Type, Self-Start, Speedometer,Appearance, Tail and head Lights,Brand, Colour Availability
(1). Aesthetics
Price, Mileage, Family needs, Aftersales services, ease of riding
(2). Convenience
Engine Capacity, Power, Disk Break,Technology
(3). Bike Performance
Ease of maintenance qualified as a unique factor.
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Findings and Recommendations
1. For Yamaha the respondents in the research perceived it as a top brand when it
comes to appearance, but it lacks behind in Price, Mileage, After Sales Services
and Ease of maintenance. While focussing on appearance, the other factors
calculated to be valuable by consumers should also be considered while
positioning itself to increase the market share.
2. For launching a new bike in the Urban region the factors which should be
carefully analysed and considered are Look and Feel, Value added features,
Convenience and Bike performance; which includes several attributes as
mentioned in the Factor Analysis
3. Similar to the Urban Region, the factors that should be considered in the Rural
region are Aesthetics, convenience and bike-performance, which should be
considered while launching any product in the Rural Region. With 50% of the
automobiles sales coming from this region, Yamaha should start tapping into this
along with the Urban region.
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Limitations
Necessary precautions were taken in drawing meaningful inferences based on the data
gathered. Although extreme care was taken to the best of our knowledge, some findingsmay not be that accurate.
1. The most signified limitation has been the individuals involved in this study who hadlittle knowledge about the bike industry or its attributes.
2. The sample size selected for the survey was small as compared to large populationwhich makes it unrepresentative.
3. The most difficult limitation of this research is the limited amount of time in which thecollection of data and report analysis is to be done.
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Annexures
Questionnaire for Urban
Survey on Two-wheelers, BikesWe are interested in understanding your opinion on Two Wheeler industry to analysehow people decide on buying a particular Bike.Your responses will be kept completely confidential and will only be available inaggregate form. We would appreciate your candid and honest answers to the surveyquestions.
The survey will take about 5 minutes to complete.
Thank you for your valuable time.
*Required1. Do you or your family member own a bike? *
o Yes
o No
2. If yes, which of the following brands does your Bike belong to? (If no,Please move to Question 6.)
o Yamaha
o Honda
o TVS
o Bajaj
o Hero
o Other:
3. What is the model of your bike?
4. Which price category does your Bike belongs to?
o Less than 30000
o 30001 - 40000
o 40001 - 50000
o 50001 - 60000
o 60001 and above
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5. What is the engine capacity of your bike?
o Less than 100cc
o 100cc to 125cc
o 126cc to 150cc
o 151cc to 180cc
o Above 180cc
6. Rate the following attributes which influence/will influence yourpurchase decision towards Bike. ( 1 being the least important attribute and5 being the most important) *
1 2 3 4 5
Brand
Price
Fuel Efficiency (Mileage)Ease of Maintenance
Appearance
After Sales Services
Technology
Engine Capacity
Power/BHP
Electronic Speedometer
Self StartDisk Break
Color Availablity
Tyre type
Tail and Head lights
Family Needs
Ease of Riding
7. Rate Yamaha bikes on the following attributes. ( 1 being the leastsatisfactory attribute and 5 being the most) *
1 2 3 4 5
Brand
Price
Fuel Efficiency (Mileage)
Ease of Maintenance
Appearance
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1 2 3 4 5
After Sales Services
Technology
Engine Capacity
Power/BHP
Electronic Speedometer
Self Start
Disk Break
Color Availablity
Tyre Type
Tail and Head lights
Ease of Riding
8. Rate Bajaj bikes on the following attributes. ( 1 being the leastsatisfactory attributes and 5 being the most) *
1 2 3 4 5
Brand
Price
Fuel Efficiency (Mileage)
Ease of Maintenance
Appearance
After Sales Services
Technology
Engine Capacity
Power/BHP
Electronic Speedometer
Self Start
Disk Break
Color Availablity
Tyre Type
Tail and Head lights
Ease of Riding
9. Rate TVS bikes on the following attributes. ( 1 being the leastsatisfactory attributes and 5 being the most) *
1 2 3 4 5
Brand
Price
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1 2 3 4 5
Fuel Efficiency (Mileage)
Ease of Maintenance
Appearance
After Sales Services
Technology
Engine Capacity
Power/BHP
Electronic Speedometer
Self Start
Disk Break
Color Availablity
Tyre Type
Tail and Head lights
Ease of Riding
10. Rate Honda bikes on the following attributes. ( 1 being the leastsatisfactory attributes and 5 being the most) *
1 2 3 4 5
Brand
Price
Fuel Efficiency (Mileage)
Ease of Maintenance
Appearance
After Sales Services
Technology
Engine Capacity
Power/BHP
Electronic Speedometer
Self Start
Disk Break
Color Availablity
Tyre Type
Tail and Head lights
Ease of Riding
11. Rate Hero bikes on the following attributes. ( 1 being the leastsatisfactory attributes and 5 being the most) *
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1 2 3 4 5
Brand
Price
Fuel Efficiency (Mileage)
Ease of Maintenance
Appearance
After Sales Services
Technology
Engine Capacity
Power/BHP
Electronic Speedometer
Self Start
Disk Break
Color Availablity
Tyre Type
Tail and Head lights
Ease of Riding
12. Do you feel your bike is value for money. *
o Strongly agree
o Agree
o Neutralo Disagree
o Strongly Disagree
13. Are you considering to buy another bike? *
o Yes
o No
14. For each of the following brands, please indicate how likely you are to
consider purchasing the Bike? * MostLikely
LikelySomewhat
LikelyNot Likely
Yamaha
Honda
Bajaj
TVS
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MostLikely
LikelySomewhat
LikelyNot Likely
Hero
15. How strong is your bike a reason for your pride in front of your peers? *
o Very higho High
o Moderate
o Low
o Very low
Gender *
o Male
o Female
Age *
Occupation *
o Student
o Government Employee
o Private Sector Employee
o Business
o Housewife
o Other:
Income (per month) *
Number of family members *
Submit
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Questionnaire for Rural
1. Do you or any of your family member own a bike
2. If yes, which of the following brands does the bike belong to?
3. What is the model of the bike?
4. What price category does the bike belong to?
5. How did you get to know of the bike you own?
Word Of Mouth
Advertisements
Saw maximum People Driving it
6. Rate the following attributes which influence/will influence
your purchase decision towards Bike. ( 1 being the least
important attribute and 5 being the most important) *
Head and tail light
price
disk break
power
Speedometer
Colour
Mileage
appearance
technology
family needs
ease of riding
tyre type
after sales
ease of maintenance
self-start
brand
engine
7. are you satisfied with the bike you own: YES/NO
8. If no, what is the reason behind the dissatisfaction?
not value for money
not meant for the city to drive
doesn’t fulfil your family needs
high maintenance cost
dissatisfactory after sales service
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References
http://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-
eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cms
http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360
http://www.business-standard.com/article/companies/yamaha-to-launch-a-
commuter-segment-product-next-year-115102701139_1.html
http://www.autocarpro.in/analysis-sales/india-sales-analysis-january-2016-10319
http://profit.ndtv.com/topic/yamaha-motor-india-sales
http://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.autocarpro.in/analysis-sales/india-sales-analysis-january-2016-10319http://www.autocarpro.in/analysis-sales/india-sales-analysis-january-2016-10319http://profit.ndtv.com/topic/yamaha-motor-india-saleshttp://profit.ndtv.com/topic/yamaha-motor-india-saleshttp://profit.ndtv.com/topic/yamaha-motor-india-saleshttp://www.autocarpro.in/analysis-sales/india-sales-analysis-january-2016-10319http://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://www.business-standard.com/article/companies/yamaha-to-launch-a-commuter-segment-product-next-year-115102701139_1.htmlhttp://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://auto.economictimes.indiatimes.com/news/two-wheelers/motorcycles/why-yamaha-finds-opportunity-in-an-unlikely-market-segment/40352360http://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cmshttp://economictimes.indiatimes.com/industry/auto/two-wheelers/yamaha-india-eyes-doubling-two-wheeler-market-share-by-2017-18/articleshow/40352674.cms