A STUDY ON CUSTOMER SATISFACTIONS AND EXPECTATIONS TOWARDS YAMAHA BRAND

TWO WHEELERS IN RESPECT TO COIMBATORE CITY

INTRODUCTION:

A customer is an individual or business that purchases another company's goods or services.

Customers are important because they drive revenues; without them, businesses have nothing to
offer. Most public-facing businesses compete with other companies to attract customers, either by
aggressively advertising their products or by lowering prices to expand their customer bases. To
understand how to better meet the needs of its customers, some businesses closely monitor their
customer relationships to identify ways to improve service and products. The way businesses treat
their customers can give them a competitive edge. Although consumers can be customers,
consumers are defined as those who consume or use market goods and services.

Businesses often honour the adage "the customer is always right" because happy customers
are more likely to award repeat business to companies who meet or exceed their needs. As a result,
many companies closely monitor their customer relationships to solicit feedback on methods to
improve product lines. Customers are categorized in many ways. Most commonly, customers are
classified as external or internal.

External customers are dissociated from business operations and are often the parties interested in
purchasing the final goods and services produced by a company. Internal customers are individuals
or businesses integrated into business operations, often existing as employees or other functional
groups within the company.

Customer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals. Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and physical
variables which correlate with satisfaction behaviours such as return and recommend rate. The level
of satisfaction can also vary depending on other options the customer may have and other products
against which the customer can compare the organization's products.

Customer expectations refers to the perceived value or benefits that the customers seek
when purchasing a good or availing a service. They are the result of the 'learning' process and can be
formed very quickly because even first impressions matter a lot.

Explicit expectations are mental targets for product performance, such as well-identified
performance standards. Implicit expectations reflect established norms of performance. Implicit
expectations are established by business in general, other companies, industries, and even cultures.
Static performance customer expectations address how performance and quality are defined for a
specific application. Performance measures related to quality of outcome may include the evaluation
of accessibility, customization, dependability, timeliness, accuracy, and user-friendly interfaces.
 Dynamic performance customer expectations are about how the product or service is
expected to evolve over time. Dynamic expectations may be about the changes in support, product,
or service needed to meet future business or use environments. Technological customer
expectations focus on the evolving state of the product category. Interpersonal customer
expectations reflect the relationship between the customer and the product or service provider.
Person to person relationships are increasingly important, especially where products require support
for proper use and functioning.

Support expectations include interpersonal sharing of technical knowledge, ability to solve a

problem, ability to communicate, reduced time to problem resolution, courtesy, patience,
enthusiasm, helpfulness, assurance that they understood my problem and my situation,
communication skills, and customer perceptions regarding professionalism of conduct, often
including image and appearance. Expectations may be based on vague images, thereby creating wide
latitude of acceptable performance and expected satisfaction.

The term motorcycle has different legal definitions depending on jurisdiction. There are
three major types of motorcycle: street, off-road, and dual purpose. Within these types, there are
many sub-types of motorcycles for different purposes. There is often a racing counterpart to each
type, such as road racing and street bikes, or motocross and dirt bikes.

Street bikes include cruisers, sportbikes, scooters and mopeds, and many other types. Off-
road motorcycles include many types designed for dirt-oriented racing classes such as motocross and
are not street legal in most areas. Dual purpose machines like the dual-sport style are made to go
off-road but include features to make them legal and comfortable on the street as well. Each
configuration offers either specialised advantage or broad capability, and each design creates a
different riding posture.

India is one of the largest manufacturers and producers of two-wheelers in the world. India
stands next to Japan and China in terms of the number of two-wheelers produced and domestic
sales respectively. This difference was achieved due to many reasons like restrictive policy followed
by the Government of India towards the passenger car industry, growing demand for personal
transport, ineffectiveness in the public transportation system etc. The Indian two-wheeler industry
made a minute establishment in the early 50s when Automobile Products of India (API) started
manufacturing scooters in the country.

In the last few years, the Indian two wheelers industry has been spectacular growth the
country stands next to china and Japan in terms of production and sales respectively. Majority of
Indians especially the youngster prefer motorbikes rather than cars. Capturing a large share in the
two wheelers industry, bikes and scooters cover major segment. Bikes are large variety of two
wheelers that are available in the market, known for the most recent technology and improved
mileage Indian bikes, mopeds stand for style and class for everyone in India.

BACKGROUND OF YAHAMA:

The Yamaha brand trademark, YAMAHA, comes from the name of our founder
Torakusu Yamaha who pioneered the production of Western musical instruments in Japan. Born to a
family of a Kishu Tokugawa (today's Wakayama Prefecture) clansman, Torakusu was captivated by
Western science and technology from early on. Fascinated by the watches that were gaining
popularity in Osaka at the time, he took up watchmaking, studying business along the way. Over
time, Torakusu began repairing medical equipment and was invited to visit a hospital in Hamamatsu,
Shizuoka Prefecture.

On one occasion, the principal of Hamamatsu's Jinjo elementary school (currently

Motoshiro Elementary school) asked him if he would try to repair a reed organ. He agreed and was
able to repair it successfully, marking the first step toward the birth of the Yamaha brand.
Recognizing its business potential, while repairing the organ, Torakusu created a blueprint for the
inside of the organ, later creating his own prototype organ. To deliver it to the then Music Institute
(today's Tokyo National University of Fine Arts and Music), Torakusu slung his creation over his
shoulder on a carrying pole and crossed the mountains of Hakone. This historic trek was later
immortalized as a bas-relief.

The organ, however, was criticized harshly for its poor tuning. Undaunted, and
starting from zero, Torakusu began studying music theory and tuning. After four months of
seemingly endless struggles from early morning to late at night, he was finally able to complete the
organ. It is easy to see how he came up with the concept of the tuning fork mark, inspired by the
difficult experience of studying tuning while holding a tuning fork in his hand.

By 1963 Yamaha's dedication to both the two-stroke engine and racing paid off with
their first victory in international competition, at the Belgium GP, where they won the 250cc class.
Success in sales was even more impressive, and Yamaha set up the first of its international
subsidiaries in this period beginning with Thailand in 1964, and the Netherlands in 1968. 1965 saw
the release of a 305cc two-stroke twin, the flagship of the company's line-up. It featured a separate
oil supply which directly injected oil into the gasoline prior to combustion (traditionally riders had to
pre-mix oil into gasoline together before filling the gas tank on two stroke engines). In 1967 a new
larger displacement model was added to the range, the 350cc two stroke twin R-1.

In 1968 Yamaha launched their first four-stroke motorcycle, the XS-1. The Yamaha XS-
1 was a 650cc four-stroke twin, a larger and more powerful machine that equalled the displacement
and performance of the popular British bikes of the era, such as the Triumph Bonneville and BSA
Gold Star. Yamaha continued on with both the two-stroke line and four-stroke twins at a time that
other Japanese manufacturers were increasingly moving to four cylinder four-stroke machines, a
trend led by Honda in 1969 with the legendary CB-750 four-stroke four-cylinder cycle.

In 2007, Yamaha established the Philippine operations and distributes Yamaha

motorcycles under the corporate name of Yamaha Motor Philippines, Inc., one of more than 20
worldwide subsidiaries operating on all continents.

SCOPE OF THE STUDY:

1. Helps to find out prospective customers.

 2. Helps to find the competitors strength and weakness.

3. This helps to find a loophole in overall services which is provided by provided by company.

4. It is helpful to understand the factors that influence the customers.

5. This is useful to analyze the market performances.

6. This gives about consumer awareness.

7. This study is useful to know the impact of advertisement.

8. To find out market potential based on age and qualifications.

OBJECTIVES:

1. To understand the expectations of customers.

2. To know how the company satisfy the expectations.

3. To study the customer satisfaction level.

4. To examine the various problems faced by customers.

5. To findout the customer interest for the company.

6. To develop effective solution to the problems.

RESEARCH METHODOLOGY:

RESEARCH:

Research is a process in which the researcher wishes to find out the end result for a given
problem and thus the solution helps in future course of action. The research has been defined as “ A
study on customer satisfaction and expectations towards Yamaha brand two wheeler in respect to
Coimbatore city”

RESEARCH METHODOLOGY:

The procedure using, which researchers go about their work of describing, explaining and
predicting phenomena, is called Methodology. Methods compromise the procedures used for
generating, collecting and evaluating data. Methods are the ways of obtaining information useful for
assessing explanation.

Research Problem:

1. To view the satisfaction level of the customers of two wheeler vehicles in Yamaha.
2. With regarding to parameters like occupation, age, gender, monthly income, source of
information, free, service etc.

Research process:
 A questionnaire is developed and sent to various samples and collected the data and
analyzed the data based on various parameters which we previously stated.

Research design:

 Questionnaire is being prepared and corrected the mistakes in it.

 Sent it to sample customers
 Got 50 responses
 Analyzed the data and kept it in a format
 Interpreted the data and drawn the outputs
 The final data is stated in the form of graphs

SOURCES OF DATA:

The two sources of data collection are namely Primary & Secondary.

PRIMARY DATA:

Primary data are fresh data collected through survey from the customers using
questionnaire.

SECONDARY DATA:

Secondary data are collected from books and internet.

LIMITATIONS OF THE STUDY:

1. The data was collected through questionnaire. The response from the respondent may not
be accurate.

2. The sample taken for the study was only 50 and the results drawn may not be applicable
for large population.

3. Another difficulty was very limited time span of the project.

CHAPTER SCHEME:

The report of the study presented in five chapters:

1. The first chapter deals with introduction and design of the study statement of the
problem, needs for the study, scope of the study, importance of the study, objectives and
limitations of the study.

2. The second chapter deals with survey literatures.

3. The third chapter presents the conceptual theory of YAMAHA and its products.

4. The fourth chapter deals with data analysis and interpretation

5. The fifth chapter deals with findings, suggestion and conclusion.

REVIEW OF THE LITERATURE:

M Abdul Haneef, M Edwin Gnanadhas, Mr. BA Abdul Karim,Mr.VikasSinghal (2006):

In his study of automobile Industy sector he has mentioned that the two-wheeler segment has
recorded significant change in the past 4-5 years. The market for motorcycles is growing and its sale
rose by 27 percent annually during the last four years. He pointed out that while the market for
motorcycles is growing that for mopeds and geared scooters is shrinking. This change in the taste of
the consumers is possibly due to the technological change.

Mr. SubhadipRoy (2006) SR Mohnot (2002):

In his study of two and three wheelers he out from the standpoint of means of personal
transportation. The two-wheeler has become an expression of the owners' personality. The
(customer in making his choice does evaluate the product in terms of utility, fuel economy,
reliability, maintenance, affordability, performance, good after-sales service at reasonable cost,
availability of A Study of Customer Satisfaction of Two Wheelers on Yamaha Total sales of two-
'wheeler in first eight months of 2001-02 had increased to 2.70 million units from 1.33 million units
in the corresponding period of the preceding year.

Siddhartha and S Mukherjee (2002):

The Study reveals. That, the two-wheelers in India are used for variety of work such as visiting
people, carrying loads, outdoor jobs like selling and buying. In rural areas it helps people to travel
more frequently to nearby towns to their daily needs. The two-wheeler has become a valuable
support for increasing productivity and in turn the profit, besides helping as a personal mode of
transportation.

Rajmani Singh and AS Yasso (2001):

He also pointed out that a major part of growth in the two-wheeler industry has come from motor
cycles, which are considered fuel efficient, reliable and its suitability on rough roads. The study also
says that due to stiff competition from automobile major Yamaha which is a largest producer of
scooters the LML is facing considerably stiff competition. However, dominance of this category has
been declining because of shift in customer preference towards motor bikes

Dr. Raj A. Jesu Kulandai, & Prof. Kaviarasu S. John, 2015:

In his study that the Indian two wheeler industry is expanding and growing up each year and the
motorcycle segment is governed by genuine players. The study discovers that buying behaviour of
two-wheelers in Coimbatore city is significantly influenced by a number of marketing stimuli offered
by the manufacturers. It also reveals the people from low and middle class prefer two wheeler as it
matches with their individual and family requirements. Majority of the respondents have claimed
that Fuel-efficient, reliable brand and availability of spare parts are the most preferential factors for
buying of a two wheeler. The findings revealed the PrePurchase Analysis, Factors influencing brand
preferences, Brand wise ownership of the sample respondents and Post-Purchase analysis.

Dr. Ronald Mani & Mr. Debasis Tripathy, 2013:

The study is centred on the purchasing behaviour of the customer that provokes them to buy the
two wheeler bike. The bike associations decided for study were Yamaha Motors. The promotion was
an exceptionally affecting variable for the Yamaha two wheeler customers, family members were
exceedingly impacting element for the Honda two wheeler customers and friends were profoundly
impacting component for the Yamaha two wheeler customers. Most influencing factor is Design for
Yamaha followed by Bajaj, Honda, Hero MotoCorp and TVS. Mileage as a influencing factor was
dominated among motor bike owners of Yamaha. For Yamaha bike owner’s speed and technology
was the influencing factor to purchase. All the motor bike owners were happy and satisfied about
their purchase decision and the study concludes that shows maximum satisfaction Yamaha whereas
TVS remains last.

T.Devasenathipathi & S.Saravanan, 2013:

Highlighted the issue in the matter of why buyers delay their purchase decisions. It likewise
investigated whether factors of gender and age are connected with purchase procrastination. A
survey was managed from 219 two wheeler users who had made the purchase of their vehicles
within two years of the review. The findings of the result discovered two major reasons for purchase
procrastination, one was the confusion created in the minds of the customers due to a huge
presence of two wheeler variants in the market and another was the insufficient information given
at the sales counter of the dealers. The consumer segment which was highly affected by the above
reasons was from the age group 31 to 45 years. Further the one way ANOVA test results showed a
partial connection between the factors of gender and age of respondents with purchase
procrastination.

S. Franklin John & J. Anand Christopher, 2013:

Investigated the influence of peers in purchase decision with reference to the age of two wheeler
users. Convenient sampling technique was employed to get the sample size of 85 respondents from
Coimbatore city. The questionnaire developed by the researchers has been used to acquire the
information. It involves three segments each part is planned to measure the unmistakable
parameters of and companion impact and decision making process of two- wheeler purchasing. A
descriptive research methodology was adopted and statistical tools were applied to get the results
for the study. The discoveries of the review prompt to the conclusion that Peer impact appears to
affect the purchasing behaviour of the two wheeler buyers but more in particular consumers belong
to the age group of 40-50 years.

K.Vidyavathi, 2012:
Deals with perceptions and behaviour of the various consumers of Automobile owners of
Coimbatore. The author studied how perception of the customer influences the consumers mind and
how this information can be used successfully by marketers to gain entry into the minds of the
consumers. The satisfaction level, preferred product attributes and customer profile has been
represented through descriptive statistical tools. The study also focuses on different characteristics
that the Marketers should focus on to pull in the prospective purchasers and increase the sales. The
respondents recognizes that driving comfort and mileage are the most vital elements considered
while deciding on the purchase of an automobile followed by accessibility of spare parts.
Respondents expressed their responses towards their change over to another brand due to problems
faced with the existing brand and for want of highly technological automobile. Another problem
revealed was the change in the hospitality of the dealer before and after purchase. Therefore, it is
suggested that the offerings rendered or to be rendered need to be properly defined, friendly
method and reliability in pre and post sales need to be upgraded and monitored. The study
summarises that all the automobile manufacturers who understands their consumer and produce
products as per the needs and desires of consumers will succeed in long run. As consumer behaviour
plays a vital role there is need to conduct proper and continuous research in this field as behaviour
changes with time.

R.Renuka& Dr. M. K. Durgamani, 2012:

Have attempted the review to know the elements which actuates the customers to buy and its effect
on purchase choice of Yamaha Brand. The data was collected by applying judgemental sampling
approach from a buyers. The review propose appearance, graphic, colour and design are the most
affecting factors while making a purchase decision for Yamaha. Factors with highest customer’s
satisfaction were price, break, safety, price-up, tyre quality and factors and with lowest satisfaction
were insurance facility, convenience to handle, engine power, self-starter facility, brand name,
design. Respondents have opined that engine capacity, safety, new technology, product design,
warranty period are the five top most important characteristics. Hence, the Yamaha Company should
give special consideration to the above product characteristics to keep-up sales and its reputation.

M. Sathish& A. Pughazhend, 2011:

Have undertaken the study to know the buying motives of consumers and their behaviour towards
two wheelers. Sample size of 50 from Coimbatore city, Tamil Nadu were selected for the study The
decision of the customers is highly based upon the need, purchasing power and the price of the two-
wheeler product. The research has discovered that though the customers are not having the
purchasing power they are most in favour of costly bikes as the customer’s expectations about
advanced features are in the costly bike like aesthetic and value addition in the vehicle. The research
study recommends the two wheeler corporations to provide customers with new versions and
unique design. It was observed that consumer favour two-wheeler because of its utility, easy
handling in the heavy rough traffic. According to the review Yamaha rule the bikes business and
different players Suzuki and LML are furthermore endeavouring to opponent them by acquiring new
variations in the bike segments.

S.Saravanan, N.Panchanatham, & S. Pragadeeswaran, 2009:

Proposes a research with a sample of 50 respondents in Coimbatore area. They attempted to decide
the purchasing behaviour of motorbike buyers in the direction of showroom offerings by using
technique for the utilization of consumer stress, emotional competence as independent variable and
demographic variable like sex, age, marital status and the size of the family. The study used F-test
and correlation to get the desired outcomes which portray higher satisfaction level of students and
employees about showroom services. Fundamental a part of the respondents rank their bike at a the
higher perspective on brand image. The investigation prescribes the associations to buckle down on
building up a decent brand image

Ramarao, 2009:
Examined the necessity for changes in the motorcycle section to face challenges in the bike
aggressive market. Two wheeler manufacturers are adjusting and improving their product features,
productivity, look, appearance and style. Nowadays a two wheeler is pleasant technique for
conveyance. There are many players in two wheeler market like Hero Honda, Yamaha, Bajaj, TVS but
Yamaha is an established player. The review identifies and recognizes the difference in consumer
behaviour within two time frames. The research suggest the manufacturers to concentrate and
direct their focus towards the non-stop behavioural changes in the purchaser and thereby making
upgrades of their vehicles to reap competitive position.

Kumari Santosh A., Reddy Raghunatha D. ,& M L Kameshwari, 2005:

Examined the buying behaviour of Yamaha Motorcycles users in the city of Coimbatore. The study
attempted to know the major influencer in purchase decision of motorcycle. Friends and Associates
were the most preferred sources of information for buying a two-wheeler. Findings of the research
disclosed that 90% of the respondents have been satisfied with the performance, maintenance and
after sales provided by the dealers. It also additionally discovered that 93.35% of the respondents
could remember the advertisements of motorcycle that they had seen as of late on TV or read in the
newspaper or magazines. . From this it was shown that the promoting effort was effective and
accomplished. The study disclosed the most favoured and preferred motorcycle by way of majority
of the respondents was Yamaha due to its brand image.

COMPANY PROFILE:

BACKBROUND OF YAMAHA:

Beginnings: 1955

The motorcycle division of Yamaha was founded in 1955, and was headed by Genichi
Kawakami. Yamaha's initial product was a 125 cc (7.6 cu in) two-cycle, single cylinder motorcycle, the
YA-1, which was a copy of the German DKW RT 125. The YA-1 was a competitive success at racing
from the beginning, winning not only the 125cc class in the Mt. Fuji Ascent, but also sweeping the
podium with first, second and third place in the All Japan Autobike Endurance Road Race that same
year.[6] Early success in racing set the tone for Yamaha, as competition in many varieties of
motorcycle racing has been a key endeavor of the company throughout its history, often fueled by a
strong rivalry with Honda and other Japanese manufacturers.

Yamaha began competing internationally in 1956 when they entered the Catalina Grand Prix,
again with the YA-1, at which they placed sixth. The YA-1 was followed by the YA-2 of 1957, another
125cc two stroke, but with significantly improved frame and suspension.[7] The YD-1 of 1957 was a
250cc two-stroke twin cylinder motorcycle, resembling the YA-2, but with a larger and more
powerful motor. A performance version of this bike, the YDS-1 housed the 250cc two-stroke twin in a
double downtube cradle frame and offered the first five-speed transmission in a Japanese
motorcycle. This period also saw Yamaha offer its first outboard marine engine.

Success and growth in the 1960s

By 1963 Yamaha's dedication to both the two-stroke engine and racing paid off with their
first victory in international competition, at the Belgium GP, where they won the 250cc class. Success
in sales was even more impressive, and Yamaha set up the first of its international subsidiaries in this
period beginning with Thailand in 1964, and the Netherlands in 1968. 1965 saw the release of a
305cc two-stroke twin, the flagship of the company's lineup. It featured a separate oil supply which
directly injected oil into the gasoline prior to combustion (traditionally riders had to pre-mix oil into
gasoline together before filling the gas tank on two stroke engines). In 1967 a new larger
displacement model was added to the range, the 350cc two stroke twin R-1.

In 1968 Yamaha launched their first four-stroke motorcycle, the XS-1. The Yamaha XS-1 was
a 650cc four-stroke twin, a larger and more powerful machine that equaled the displacement and
performance of the popular British bikes of the era, such as the Triumph Bonneville and BSA Gold
Star. Yamaha continued on with both the two-stroke line and four-stroke twins at a time that other
Japanese manufacturers were increasingly moving to four cylinder four-stroke machines, a trend led
by Honda in 1969 with the legendary CB-750 four-stroke four-cylinder cycle.

Four stroke era begins: the 1970s

Not until 1976 would Yamaha answer the other Japanese brands with a multi-cylinder four
stroke of their own. The XS-750 (and later 850) a 750cc triple cylinder machine with shaft final drive
was introduced almost seven years after Honda's breakthrough bike. Yamaha's first four-cylinder
model, the XS-1100 followed in 1978, again with shaft drive.[9] Despite being heavier and more
touring oriented than its rivals it produced an impressive string of victories in endurance racing.

The 1970s also saw some of the first dedicated off-road bikes for off-road racing and
recreation. Yamaha was an early innovator in dirt-bike technology, and introduced the first single-
shock rear suspension, the trademarked "Monoshock" of 1973.[10] It appeared in production on the
1974 Yamaha YZ-250, a model which is still in production, making it Yamaha's longest continuous
model and name.

Yamaha continued racing throughout the 1960s and 1970s with increasing success in several
formats. The decade of the 1970s was capped by the XT500 winning the first Paris-Dakar Rally in
1979.[11]

1980s: diversification and innovation

By 1980 the combination of consumer preference and environmental regulation made four
strokes increasingly popular. Suzuki ended production of their GT two stroke series, including the
flagship water-cooled two-stroke 750cc GT-750 in 1977. Kawasaki, who had considerable success
throughout the 1970s with their two-stroke triples of 250cc, 350cc, 500cc and 750cc ended
production of road-going two strokes in 1980. Yamaha bucked this trend and continued to refine and
sell two-strokes for the street into the 1980s. These bikes were performance oriented, water-cooled
twin cylinder machines, designed to achieve excellent performance taking advantage of the lower
weight of two strokes. The RZ-250 of 1980[12] was the progenitor of this series. The RZ-350, the
largest displacement model, was a popular hot-rod bike of the 1980s and continued to be sold in
some countries into the early 1990s.

Throughout the 1980s the motorcycle industry gradually went from building a few basic but
versatile models designed to work well in many roles, to offering many more specialized machines
designed to excel in particular niches. These included racing and performance street riding, touring,
motocross racing, enduro and recreational off-road riding, and cruising. Yamaha branched out from
the relatively small number of UJMs (Universal Japanese Motorcycle) at the start of the decade to a
much larger set of offerings in several clearly defined markets at the end of the decade.

The XV750 of 1981 featured an air-cooled V-twin four-stroke engine and cruiser styling, and
was one of the first Japanese cruiser style motorcycles. By the end of the 1980s Yamaha had offered
dozens of cruiser styled bikes in a variety of displacements and engine configurations.

The RZV500 was one of the first "repli-racers", a near copy of Kenny Roberts competition GP
bike, it featured a liquid-cooled two-stroke motor of 500cc displacement in a V4 configuration, along
with a perimeter frame and full fairing.[13]

A more popular and practical high-performance model for the street was introduced in 1985,
the FZ750. It was an innovative 750cc four-stroke inline four cylinder model. It was the first
motorcycle to feature a five-valve cylinder head, something Yamaha became well known for. It also
featured a cylinder block canted forward at 45 degrees, and a box-section steel perimeter frame.
Production of the FZ continued until 1991.

The 1990s: Performance bikes and a spin-off brand

In 1998 Yamaha marketed a 1000cc four cylinder road bike called the YZF 'R1', this model
introduced a new style of gearbox design which shortened the overall length of the motor/gearbox
case, to allow a more compact unit. This, in turn allowed the motor to be placed in the frame further
forward, designed to improve handling in a short wheel-based frame.[14]

In 1995, Yamaha announced the creation of Star Motorcycles, a new brand name for its
cruiser series of motorcycles in the American market. In other markets, Star motorcycles are still sold
under the Yamaha brand. This was an attempt to create a brand identity more closely aligned with
the cruiser market segment, one of the largest and most lucrative in the USA.

The 2000s: Expansion and consolidation

In 2007, Yamaha established the Philippine operations and distributes Yamaha motorcycles
under the corporate name of Yamaha Motor Philippines, Inc., one of more than 20 worldwide
subsidiaries operating on all continents.

The Yamaha brand trademark, YAMAHA, comes from the name of our founder Torakusu Yamaha
who pioneered the production of Western musical instruments in Japan. Born to a family of a Kishu
Tokugawa (today's Wakayama Prefecture) clansman, Torakusu was captivated by Western science
and technology from early on. Fascinated by the watches that were gaining popularity in Osaka at
the time, he took up watchmaking, studying business along the way. Over time, Torakusu began
repairing medical equipment and was invited to visit a hospital in Hamamatsu, Shizuoka Prefecture.

India

India Yamaha Motor Private Limited (IYM) is the wholly owned Indian subsidiary of Yamaha Motor
company, headquartered at Chennai, India. Yamaha Motor Company Japan made its initial foray into
India in 1985 as a joint-venture with Escorts Group. In August 2001, it became a 100% subsidiary of
Yamaha Motor Co., Ltd. Japan (YMC). In 2008, Mitsui & Co., Ltd. entered into an agreement with
YMC to become a joint-investor in India. It produces a range of motorcycles for domestic
consumption and export including the FZ, SZ, Saluto, Fazer, and YZF.

Yamaha own three plants for manufacture of two-wheelers in India: one in Faridabad,
Haryana, one in Surajpur, Uttar Pradesh, and one in Chennai, Tamilnadu. It is from these three plants
that Yamaha handles production of motorcycles and parts for both domestic as well as overseas
markets. While the Faridabad plants was started in 1965, the Surajpur plants followed with its
inception in 1984 and Chennai in 2014. The scooters manufactured by Yamaha in India are the
Yamaha Ray and its upgrade, the Yamaha Ray Z, Alpha, Fascino.

OBJECTIVES OF THE STUDY

This study was carried out to find the customer satisfaction level towards Yamaha two
wheeler vehicles and to raise the maximum level. The customer satisfaction level depends up on the
various factors, like millage, price, etc. Foe instant research factors such as looks, style, brand image,
technology, time delivery of the documents and proper information about the product was
concerned.

VISION:

We will establish YAMAHA as the “exclusive and trusted brand” of customers by “Creating
Kando” (touching their hearts)- the first time and every time with world class products & services
delievered by people having “passion for customers”.

MISSION:

We are committed to:

Be the Executive & Trusted Brand renowned for marketing and manufacturing of YAHAMA products,
focusing on serving our customers where we can build long term relationships by raising their
lifestyle through performances excellence proactive design & innovation technology. Our innovative
solutions will always exceed the changing needs of our customers provide value added vehicles.

Products:

Overview

Yamaha Motors is a highly diversified company which produces products for a large
number of industries and consumer market segments:

 Motorcycles: Sport bikes, Star Cruiser bikes, trail bikes, road racers and
motocross racers
 Commuter vehicles, including scooters
 Recreational vehicles: All-terrain vehicles and snowmobiles
 Boats: Powerboats, sailboats (e.g. Yamaha 26, a sailboat produced in the
1970s), utility boats and custom boats
 Marine engines: Outboard motors, electric marine motors, marine diesel
engines and stern drives
 Personal watercraft – see Wave Runner
 Electric bicycles
 Automobile engines
 Industrial-use unmanned helicopters
 Golf cars
 Power products: generators, multipurpose engines, water pumps and
snow throwers
 Swimming pools, watersliders and pool-related equipment
 Intelligent machinery, including compact industrial robots
 Electric wheelchairs and wheelchair electric drive units
 Yamaha parts and accessories, apparel, cycle helmets and motor oil
 Industrial robots and surface mounters