TO STUDY THE DEMAND OF YAMAHA SPORTS BIKE

WITH COMPARISION TO OTHER SPORTS BIKE.

Project Report

Submitted to
Savitribai Phule Pune University
For the partial fulfillment of the degree
Bachelor of Business Administration
(Specialisation: Marketing)

By

CHAUDHARI CHAITANYA SANJAY

B. Y. K. (Snnar) College of Commerce, Nashik - 5

TYBBA Roll No. ______ Seat No. ________
Year: 2018 - 2019

Guided by:
(Dr. Sushumna A Kane)
 ACKNOWLEDGEMENT

I have pleasure in successful completion of this work titled TO STUDY THE DEMAND OF
YAMAHA SPORTS BIKE WITH COMPARISON TO OTHER SPORTS BIKE. The special
environment at B.Y.K. College of Commerce, Nasik that always supports educational
activities, facilitated my work on this project

I greatly appreciate the motivation and understanding extended for the project work, by
Mr. Pravin Reddy and the staff of the surveyed business unit, who responded Enthusiastically
to my requests for frank comments despite their congested schedules. I am indebted to all of
them, who did the best to bring improvements through their suggestions.

I thank Dr. Ram Kulkarni, Principal for his encouragement and support extended for this study. I
thank Dr.H. K. Kochargaonkar, Vice Principal and Professor In-charge for his guidance and
support throughout the project.

I am very much thankful to Dr.Sushumna A Kane for his encouragement and guidance for this
project work. It would not have been possible for me to complete this work without his
suggestion on every part of this work.

I acknowledge the authors, whose works gave me insight and information related to this subject.
I am thankful to Library staff and Administrative staff of the BYK College who directly, or
indirectly, have all been helpful in one way or another. I thank my parents who encouraged me to
extend my reach with their help and support; I have been able to complete this work.

Date:

Signature

Name of the Student

2
 INDEX
Sr.no PARTICULAR PAGE NO
A. ACKNOWLEDGEMENT 2
B. CERTIFICATE BY COLLEGE 3
C. CERTIFICATE BY 4
ORGANISATION
1) Introduction 6 - 25
a) Needs and Importance of project 9-9
work
b) Objectives of project work 13 - 13
c) Methodology 15 - 25

2) Organization profile 26 -33

3) Product profile 34 - 42
4) Theory related to topic 43 - 51
5) Data analysis and interpretation 52 -72
6) Finding and recommendation 73 -76
7) Summary and conclusion 77 -78
8) Annexure 79 -85
a) Questionnaire 80 -83
b) Bibliography 84-84
c) Executive summary 85 - 85

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 CHAPTER: 1

INTRODUCTION

Several definitions have been proposed for the term marketing. Each tends to
emphasize different issues. Memorizing a definition is unlikely to be useful; ultimately, it
makes more sense to thinking of ways to benefit from creating customer value in the most
effective way, subject to ethical and other constraints that one may have. The 2006 and
2007definitions offered by the American Marketing Association are relatively similar, with
the2007 appearing a bit more concise. Note that the definitions make several points:

 A main objective of marketing is to create customer value.

 Marketing has an impact on the firm, its suppliers, its customers, and others affected by
the firm’s choices..
 Marketing frequently involves enduring relationships between buyers, sellers, and other
parties

Processes involved include creating, communicating, delivering, and exchanging offerings.

Delivering customer value. The central idea behind marketing is the idea that a firm or other
entity will create something of value to one or more customers who, in turn, are willing to pay
enough (or contribute other forms of value) to make the venture worthwhile considering
opportunity costs. Value can be created in a number of different ways. Some firms manufacture
basic products (e.g., bricks) but provide relatively little value above that. Other firms make
products whose tangible value is supplemented by services (e.g., a computer manufacturer
provides a computer loaded with software and provides a warranty, technical support, and
software updates. It is not necessary for a firm to physically handle a product to add value.

e.g., online airline reservation systems add value by compiling information about available
flight connections and fares, allowing the customer to buy a ticket, Forwarding billing
information to the airline, and forwarding reservation information to the customer .It

4
should be noted that value must be examined from the point of view of the customer. Some
customer segments value certain product attributes more than others. A very expensive
product relative to others in the category may, in fact, represent great value to a particular
customer segment because the benefits received are seen as even greater than the sacrifice
made (usually in terms of money). Some segments have very unique and specific desires,
and may value what to some individuals may seem a lower quality item very highly.

NEED AND IMPORTANCE OF PROJECT WORK

Projects can be one of the most efficient ways to learn as they force you to apply the skills
while learning them. This, in fact, aids in retention and increases the usefulness of the
skills learned:
According to research on “situated cognition,” learning is maximized if the context for
learning resembles the real-life context in which the to-be-learned material will be used;
learning is minimized if the context in which learning occurs is dissimilar to the context in
which the learning will be used (Brown, Collins & Dugout , 1989).
– John W. Thomas, Ph. D
Beyond simply helping you to learn skills projects allow you to produce something. This
thing can be a useful open source project, or something silly to tell people if it’s snowing.
Not only do they allow you to make something cool, but they allow you to showcase your
skills in such a way that people who might want to work with you or hire you.
They allow to learn and gain recognition for yourself. They are one of the most powerful
tools in your arsenal of things to do with your time. So as you look to the week ahead,
perhaps consider creating or working on a side project.
It also helps in:

1. More about the organization

A detailed Know information about the industry is provided. We can study the history
current situations and can estimate future happenings of the organization. It helps in
gaining more knowledge about the product range of the organization understanding the
process involved in buying and selling the product.

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2. Organization profile

A project report gives a better idea about the structure of the organization and the pattern in
which it functions. All the necessary information about the organization likes its founders,
directors etc. can be known.

3. Marketing Strategies

The project report analysis the demand and supply of the organization and states
the expected sales of the product. It helps in determining the cost of the product at which it
is to be sold in the market. It creates strategies for the organization in order to attain
maximum sales.

4. Capital Structure

A project report describes the total capital requirements of the project. It states the various
sources from which finance for the project is generated.

5. Management Plan

The project helps in understanding the:

 Business experience of the promoters of the business.

 Details about the management team.
 Duties and responsibilities of team members.
 Current personnel need of the organization.
 Methods of managing business.
 Plan for hiring and training personnel.

6. Decision Making

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For a big organization it is very important to make correct decisions time and again. Such
crucial decisions have to be taken with the help of project report which is prepared by the
experts well in advance. It also anticipates problems in advance so as to make sure that the
decisions made now should be profitable in future.

7. Road Map

A project report is a road map that takes the organization to achieve its goals and
objectives. It gives a clear idea of what goals are to be achieved and the process involved
in achieving these goals.

8. Plan Expected performance

A project plan being a road map always keeps a check on the happenings so that it
becomes easier for the organization to perform as per the plan. It makes sure that all the
expectations are achieved.

UNIQUE OPPORTUNITY FOR FIELDWORK

 Interacting with the employees of Moharir Yamaha Showroom almost on a daily

basis I could understand the importance of time management as they had to manage
time for me as well as their customers.
 Data collection and accumulation is a big process as the data runs through the
whole organization and has to be authorised this made me understand authority.

7
  The team effort of people at Moharir Yamaha Showroom is quiet commendable as
they used to get different types of enquiries and they used to filter it according to
customer requirement.
 Marketing of a product requires a lot of patience and it could be seen in the
Yamaha sales and promotions team, it requires lot of skill as well as precision so
unless I could inculcate this patience I couldn’t set the work at a proper pace.

Objectives :
To study consumers financial position on the demand of Yamaha Sports bike.
1. To study change in trends and its effect on demand on Yamaha
Sports bike.
2. To study the gap in producer (Yamaha) and consumer; in
relationship with the market.
3. To study brand awareness and brand establishment of Yamaha
sports bike.
4. Effect of resale value on demand of Yamaha in comparison
with other brand.
5. To study demand and market stake of Yamaha sports bikes.

8
 6. To study change in trends of sports bike and its effect on
demand on Yamaha sports bike.
7. To study attributes of Yamaha sports bike in comparison with
other sports bike.

LIMITATIONS:

 The limitations I faced were of mainly time as the time they could spend with me for the
project was under strict watch.

 Data collection through telephonic conversations due to unavailability of senior

executives.

 Scope of this project was quiet vast and summarising it in a short manner was a bit
difficult

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  Difference of opinions between the departments caused short delays for me to compile
data.

RESEARCH AND METHODOLOGY

What is research?
Research can be defined as a scientific and systematic search for pertaining information on a
specific topic. We define research as the systematic design, collection, analysis and reporting of
data and finding relevant to a specific situation facing the company. The main aim of research is
to find out the truth which has not been discover.
Types of research on the basis of methodology

Qualitative research:
Qualitative research is conducted to study analyses the human behavior. It is considered as a
preliminary stage of quantitative research. Qualitative research is carried out when there is a
need to develop new ideas and theories that can be tested and analyzed afterwards using
quantitative measures. It tries to evaluate and findings in abroad level. The prime objective of
qualitative research is to get an in-depth knowledge about a particular behavior by collecting

10
fresh and new information by using various techniques. The perceptions of respondents about
their environment, the impact of environment on the behavior of respondents, etc., can be
understood with help of qualitative research.

Quantitative research:
This research is contrary to qualitative research. It is a scientific technique that attempts to
analyses the data using statistical measures for concluding the outcomes of a research problem.
Various research on science, social science, education, etc., are conducted with help of
quantitative research. In quantitative research is carried out in structured way to develop and test
hypotheses using mathematical and statistical techniques. In social sciences, quantitative
research is widely used in psychology, economics, demography, sociology, marketing,
community health, health & human development, gender and political science, and less
frequently in anthropology and history.
Research in mathematical sciences such as physics is also 'quantitative' by
definition, though this use of the term differs in context. In the social sciences, the term relates to
empirical methods, originating in both philosophical positivism and the history of statistics,
which contrast with qualitative research methods.

Types of the research methods according to the nature of research

Descriptive Research 
Descriptive research methods are pretty much as they sound — they describe
situations. They do not make accurate predictions, and they do not determine cause and effect.
There are three main types of descriptive methods: observational methods, case-study methods
and survey methods

Analytical Research
Descriptive research attempts to determine, describe, or identify what is,
while analytical research attempts to establish why it is that way or how it came to be. The
descriptive research uses description, classification, measurement, and comparison to describe.

Fundamental Research
Fundamental research, also known as basic research or pure research does not usually
generate findings that have immediate applications in a practical level. Fundamental research is

11
driven by curiosity and the desire to expand knowledge in specific research area. This type of
research makes a specific contribution to the academic body of knowledge in the research area.

Conceptual research
Conceptual research is that related to some abstract idea(s) or theory. It is generally used
by philosophers and thinkers to develop new concepts or to reinterpret existing ones. On the
other hand, empirical research relies on experience or involves observation alone, often without
due regard for system and theory.

Empirical Research
Empirical research is research using empirical evidence. It is a way of gaining knowledge
by means of direct and indirect observation or experience. Empiricism values such research more

than other kinds.

One time research or longitudinal research

Longitudinal study A longitudinal study (or longitudinal survey, or panel study) is
a research design that involves repeated observations of the same variables (e.g., people) over
long periods of time, often many decades (i.e., uses longitudinal data).
Exploratory research
Exploratory research is research conducted for a problem that has not been studied more
clearly, intended to establish priorities, develop operational definitions and improve the final
research design.[1]Exploratory research helps determine the best research design, data-
collection method and selection of subjects. It should draw definitive conclusions only with
extreme caution. Given its fundamental nature, exploratory research often concludes that a

perceived problem does not actually exist.

Historical research
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 One type qualitative research is historical research, which involves examining past events
to draw conclusions and make predictions about the future. The steps in historical research are:

formulate an idea, formulate a plan, gather data, analyses data, and analyses the sources of data.

Conclusion-oriented and decision-oriented research 
While doing conclusion oriented research, a researcher is free to pick up a problem,

redesign the enquiry as he proceeds and is prepared to conceptualize as he wishes.

Case Study Research

Case studies can be produced by following a formal research method. These case studies
are likely to appear in formal research venues, as journals and professional conferences, rather
than popular works. The resulting body of 'case study research' has long had a prominent place in
many disciplines and professions, ranging from psychology, anthropology, sociology, and

political science to education, clinical science, social work, and administrative science.

Short-term Research
Short-term memory is the transient retention of information over the time-scale of seconds. This

is distinct from working memory which involves a more active component.

Questionnaires:
Questionnaires can be classified as both, quantitative and qualitative method depending on the
nature of questions. Specifically, answers obtained through closed-ended questions with multiple
choice answer options are analyzed using quantitative methods and they may involve pie-charts,
bar-charts and percentages. Answers obtained to open-ended questionnaire questions are
analyzed using qualitative methods and they involve discussions and critical analyses without
use of numbers and calculations.

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For a standard 15,000-20,000word business dissertation, including 25-40 questions in
questionnaires will usually suffice. Questions need be formulated in an unambiguous and
straightforward manner and they should be presented in a logical order.
Advantages of questionnaires include increased speed of data collection, low or no cost
requirements, and higher levels of objectivity compared to many alternative methods of primary
data collection. However, questionnaires have certain disadvantages such as selection of random
answer choices by respondents without properly reading the question. Moreover, there is usually
no possibility for respondents to express their additional thoughts about the matter due to the
absence of a relevant question.
 

There are following types of questionnaires:

Computer questionnaire
Respondents are asked to answer the questionnaire which is sent by mail. The advantages
of the computer questionnaires include their inexpensive price, time-efficiency, and respondents
do not feel pressured, therefore can answer when they have time, giving more accurate answers.
However, the main shortcoming of the mail questionnaires is that sometimes respondents do not
bother answering them and they can just ignore the questionnaire.

 
Telephone questionnaire
Researcher may choose to call potential respondents with the aim of getting them to answer the
questionnaire. The advantage of the telephone questionnaire is that, it can be completed during
the short amount of time. The main disadvantage of the phone questionnaire is that it is
expensive most of the time. Moreover, most people do not feel comfortable to answer many
questions asked through the phone and it is difficult to get sample group to answer questionnaire

over the phone.

 
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In-house survey
This type of questionnaire involves the researcher visiting respondents in their houses or
workplaces. The advantage of in-house survey is that more focus towards the questions can be
gained from respondents. However, in-house surveys also have a range of disadvantages which
include being time consuming, more expensive and respondents may not wish to have the

researcher in their houses or workplaces for various reasons.

Mail Questionnaire
This sort of questionnaires involve the researcher to send the questionnaire list to
respondents through post, often attaching pre-paid envelope. Mail questionnaires have an
advantage of providing more accurate answer, because respondents can answer the questionnaire
in their spare time. The disadvantages associated with mail questionnaires include them being
expensive, time consuming and sometimes they end up in the bin put by respondents.

Questionnaires can include the following types of questions:

Open question questionnaires

Open questions differ from other types of questions used in questionnaires in a way that
open questions may produce unexpected results, which can make the research more original and
valuable. However, it is difficult to analyses the results of the findings when the data is obtained
through the questionnaire with open questions.

Multiple choice questions.

Respondents are offered a set of answers they have to choose from. The downsize of
questionnaire with multiple choice questions is that, if there are too many answers to choose
from, it makes the questionnaire, confusing and boring, and discourages the respondent to

answer the questionnaire.

Dichotomous Questions
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  This type of questions gives two options to respondents – yes or no, to choose from. It is
the easiest form of questionnaire for the respondent in terms of responding it.

Scaling Questions.
Also referred to as ranking questions, they present an option for respondents to rank the
available answers to the questions on the scale of given range of values (for example from 1 to
10).

DATA
Data is distinct pieces of information, facts and statistics collected together for reference
or analysis usually formatted in a special way. 

Data is further divided in two types

 Primary Data
 Secondary Data

Primary Data:
Primary data is that data which is collected for the first time. This project is based on
primary data i.e. Questionnaire and asking for information personally on a one to one basis.

Secondary Data:
Secondary data are those data which are primarily collected by other persons. This

project is also based on secondary data.

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Data Collection Method:
- Primary data collected through questionnaire method which is design to keep in view the
objective of the study.
-By asking customers and people at the Showroom.
- Secondary data is collected through internet source, and published report by firm.

Primary Secondary
Data Data

Questionnaire Internet

Firm

Used for this project:

SAMPLING METHOD:
A sampling method is a procedure for selecting sample members from a population. Sampling
method refers to the way that observations are selected from a population to be in the sample for

a sample survey.

Purposive Sampling

As the name suggests, purposive sampling means the researcher selects participants according to

the criteria he has set. This is only used when you are confident enough about the

representativeness of the participant regarding the whole target population.

17
Observation Research:
Observational research is a type correlational research in which a researcher observes an ongoing
behavior. There are a variety of types of observational research each of which has both strengths
and weakness.

Questionnaire:
Questionnaire method is where the people are asked a series of question based on the objective to
derive conclusion these questions are then analyzed and further studied. Questions are asked to
multiple individuals to study different views on the question asked.

Multiple choice questions:

Respondents are offered a set of answers they have to choose from. The downsize of
questionnaire with multiple choice questions is that, if there are too many answers to choose
from, it makes the questionnaire, confusing and boring, and discourages the respondent to
answer the questionnaire.

CHAPTER: 2

ORGANISATION PROFILE

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Name of Organization: Yamaha Motor Company.

Address: Moharir Yamaha Showroom, Triambakeshwar Road, P & T Colony,

Forest Colony, P&T Colony, Nasik-422005.

Telephone: 0253 259 5400

Type of Organization: Yamaha Motor co, Moharir Yamaha showroom is owned

by Moharior.

Vision & Mission: To Enrich people’s lives through Exciting Experiences.

Industry Type: Motorcycle high cc, Racing Bikes, Regular Motorcycle.

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About:

Yamaha Motor made its initial foray into India in 1985 as a joint-venture. 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 Yamaha Motor Private
Limited (IYM).Yamaha Moharir was started in the year 2005 by MR. OM MOHARIR , Yamaha
Moharir is situated at Moharir Yamaha Showroom, Trambakeshwar Road, P & T Colony, Forest
Colony, P&T Colony, Nasik-422005, Maharashtra.

Yamaha Moharir is a full-fledged showroom with all latest Yamaha Bikes and Mopeds available
for sales. All models are kept in stock for full vie. Test ride service is also available for
customers. All bikes and mopeds are made to stand in plain and attractive method for customers.
Efficient sales and marketing teams help people with the description and specifications of all
available models.

Organisational chart:

20
There is a efficient team of people for serving new customers. Various individuals are presently
working at different designated posts for performing their duties acutely. These people are

looked after different team leaders and sectional heads.

The chart is as follows:

Om Moharir
Proprietor

Raj kushal karbhor

Pravin Reddy
(customer relations
Manager
)

Archana Mate
Pravin Patil Rakesh Shah
(Customer help
(sales) (sales junior)
desk)

AWARDS:

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VISSION & MISSION:

Every Day, thousands of families all across India buy their own two wheeler - a motorcycle or
scooter. But riding in India can be a lot more enjoyable, if everybody learnt the correct rules of
the road, and then actually practiced them in the right way.

My mission is to help families get the most fun and joy out of their vehicle, in safe way. To do
this, I will bring you exciting new ways to learn about road safety. I hope to reach as many
people as possible and tell them about the rules of the road. After all, the road is built for
everybody's use.

22
Therefore, it is important for riders, drivers, pedestrian and those who use public transport to
know the right way to use the road. Once we all follow traffic rules correctly, then the roads
become safer and more fun for everyone who uses them! This way, we not only avoid collision
and accidents, we also experience the real pleasure of motoring, Remember, and the roads will
be safer when all of us decide to follow its rules. Together, we can more fun and stay safe!

CHAPTER: 3

Product Profile:

23
1. Yamaha R15 V3:

Yamaha launched the 150cc sports motorcycle at the 2018 Auto Expo amidst much fanfare. The
R15 V3 is a successor to the R15 V2 and is better than the V2 on many facts and figures. The
design of the current gen R15 V3.0 is inspired by Yamaha's flagship motorcycle, the YZF R1.
Right from the bubble visor, to the gills on the fuel tank, sitting position, tail lamps, you can find
the design of the flagship motorcycle screaming at you. The technology factor has improved. The
new R15 now gets an all-digital console with indicators for gear shifting, gear numbering, VVA
indicator. Yes, the indicator gets a VVA indicator to indicate if the VVA is active when shifting
at high speeds for optimum power delivery. The current-gen R15 is currently the fastest 150cc
motorcycle on sale in India. The R15 V3.0 can shift faster than a number of 200cc motorcycle on
sale in India. The top speed is disputed, however, you can expect the R15 to pull at a speedo-
indicated 140kmph at 11,500 rpm which is higher than the KTM RC200 because of its rpm
limiter. For a 155cc engine, a top speed of around 140kmph is blistering.

24
2. FZ:

YZF R15 V3 that was launch early this year. All new two-wheelers with displacement equal to
or more than 125 cc will compulsorily need to have ABS and going by this, we believe Yamaha
will offer ABS as standard fitment right from the launch itself. Of course, it could be a single-
channel unit to keep the costs down. Powering the new bike will be the same 149 cc single-
cylinder, fuel injected motor that powers the existing model. Currently, the engine is tuned to
generate a maximum of about 13 bah and a peak torque of 12.8 Nm, while being mated to a 5-
speed gearbox. The Yamaha FZ series is the most popular motorcycle for the Japanese two-
wheeler giant in India. It was updated with fuel injection and revised styling a few years back
and was christened Yamaha FZ-FI Version 2.0. The popularity of the 150cc motorcycle can be
credited to its muscular styling which was revolutionary when the bike was launched close to
eight years back in India. The Yamaha FZ-FI gets a sharp looking headlamp, chiseled fuel tank,
chunky muffler and split seats. The FZ-FI also gets an all-digital instrument console as opposed
to the semi-digital unit as seen on the older bike. The Yamaha 150cc bike has been equipped

25
with fuel injection to offer better throttle response and Blue Core technology to increase mileage.
The FZ-FI returns around 40kmpl fuel efficiency in real-world conditions. The bike employs a
diamond type frame that is suspended on telescopic front forks and a mono shock unit at the
back. Braking is done by disc brake at front and the FZ-FI doesn't get rear disc brake even as an
optional extra. The FZ Fi delivers in style, build quality, refinement and handling. It is also the
only bike in the segment to get fuel injection, but that has also upped its price out of this league.
It is a strong performer and a proper upgrade to the previous version.

26
3. Fazer:

Yamaha will be updating its lineup of bikes above 125cc with ABS in February, according to
our sources. The price hike ranges from Rs 5,000 to Rs 12,000, depending on the model. For the
Fazer FI, we believe it will get a single-channel ABS update. Currently, the bike is priced at Rs
89,643 (ex-showroom Delhi). With the safety feature, the Yamaha Fazer FI is likely to command
a price tag of Rs 95,000. Yamaha Fazer has been a popular model ever since its introduction to
the Indian people. The sport touring styling was able to grab the attention of customers and then
it had brilliant performance to go with it. Fazer has been designed on the platform of the Yamaha
FZ16 and comes loaded with features such as a large tank cowl, digital console with carbon
finish and fat tyres. Yamaha Fazer is available with four great looking colors that are Lava Red,
Flaming Orange, Midnight Black, and Electric Blue. The introduction of a fuel injected version
has been welcome, and will stretch the efficiency figure. Suspension setup on the Fazer is an
advanced Telescopic system for front and a seven step adjustable Mono-cross rear suspension
system. Expect a less jerky ride on bumpy roads and easier handling. Both front and rear wheels
are 17 inches alloys along with wheel size of 100/60mm up front and 140/60mm section for rear
wheel. The bike features high grip tubeless tyres which ensure a stable ride to the rider even on
wet roads. It also provides better safety and avoids slippage and skidding. The bike will
accelerate to 60kmph in about 5.2 seconds and will be able to touch a top speed of 108.8kmph.
In terms of engine performance, the motorcycle is powered by a 153cc air-cooled, 4 stroke
,SOHC, 2-valve single cylinder engine which is good for 13.8bhp of maximum power at
7,500rpm and peak torque of 14Nm at 6,500rpm. This bike became popular due to its smart
blend of power, performance and rugged looks. The FI version however generates lesser power,
which is 12.9bhp at 8,000rpm, and lesser peak torque of 12.8Nm at 6,000rpm. FI version does
get the Blue Core technology though which will be able to balance the power deficit and enhance
fuel efficiency, as it is lighter in body weight by 4kg.

27
4. R3

The Yamaha YZF-R3 is Yamaha’s response to the likes of the Kawasaki Ninja 300 and KTM
RC390. Now, however, the Ninja 400 has made its debut, and the Honda CBR250RR and
CBR300R are all giving it stiff competition globally. There aren’t any mechanical changes to the
2018 R3 other than the updation to BS4 emission norms, but new colour schemes (blue and
black) and the addition of ABS have made it better value. However, it doesn’t offer upside-down
front forks or an all-digital instrument cluster like the R15 V3 offers. On the other hand, it still
has the sweet 41bhp, 321cc parallel-twin engine and the handling that can bring any man to his
knee. The YZF-R3 competes with the Kawasaki Ninja 300, Benelli 302R, and KTM RC390 in
the Indian market. The Honda CBR250R will also be a competitor when launched.

At its launch price of Rs 3.48 lakh, it undercuts the Kawasaki Ninja 300 by Rs 12,000 and offers

28
ABS as well, as well as a higher peak power figure. It is now the twin-cylinder sport bike to beat
in the Indian market.

CHAPTER 4:

THEORY RELATED TO TOPIC

29
YAMAHA MOTOR COMPANY:

Yamaha Motor Company Limited Yamaha Hatsudōki Kabushiki-gaisha is

a Japanese manufacturer of motorcycles, marine products such as boats and outboard motors,
and other motorized products. The company was established in 1955 upon separation
from Yamaha Corporation (however Yamaha Corporation is still the largest shareholder with
12.21%, as of June 30, 2014), and is headquartered in Iwata, Shizuoka, Japan. The company
conducts development, production and marketing operations through 109 consolidated
subsidiaries as of 2012.

Led by Genichi Kawakami, the company’s first president, Yamaha Motor began
production of its first product, the YA-1, in 1955. The 125cc motorcycle won the 3rd Mount
Fuji Ascent Race in its class.

The company's products includes motorcycles, scooters, motorized

bicycles,boats, sail boats, personal water craft, swimming pools, utility boats, fishing boats,
outboard motors, 4-wheel ATVs, recreational off-road vehicles, go-kart engines, golf carts,
multi-purpose engines, electrical generators, water pumps, snowmobiles, small snow
throwers, automobile engines, surface mounters, intelligent machinery, industrial-use unmanned
helicopters, electrical power units for wheelchairs and helmets.The company is also involved in
the import and sales of various types of products, development of tourist businesses and
management of leisure, recreational facilities and related services. Yamaha’s motorcycle sales
are the second largest in the world . outboard motor and Yamaha is the world leader in water
vehicle sales.

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

30
Autobike Endurance Road Race that same year.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 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.

31
Four stroke eras begins: the 1970:

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. 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. It appeared in production on the 1974
Yamaha YZ-250, a model which has continued in production, with many updates, until 2015,
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.

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 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

32
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.

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 perim eter
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.

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.

33
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.

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.

34
Motorcycle racing highlights.

See also: Yamaha Motor Racing

Three-time Grand Championship winner Kenny Roberts at the 1981 German Grand Prix.

In motorcycle racing Yamaha has won 39 world championships, including 6 in Moto and 9 in the

preceding 500 cc two-stroke class, and 1 in World Superbike. In addition Yamaha have recorded
208 victories at the Isle of Man TT and head the list of victories at the Sidecar TT with 40.] Past
Yamaha riders include: 

The Yamaha YZ450F won the  two years in a row, in 2008 with Chad Reed, and 2009 James
Stewart. Yamaha was the first to build a production monoshock motocross bike (1975 for 250
and 400, 1976 for 125) and one of the first to have a water-cooled motocross production bike
(1977 in works bikes, 1981 in off-the-shelf bikes). Yamaha's first Motocross competition four-
stroke bike, the YZ400F, won the 1998 USA outdoor national Championship with factory rider
Doug Henry.

Since 1962, Yamaha made production road racing Grand Prix motorcycles that any licensed road
racer could purchase. In 1970, non-factory privateer teams dominated the 250 cc World
Championship with Great Britain's Rodney Gould winning the title on a Yamaha TD2.

35
Yamaha also sponsors several professional ATV riders in several areas of racing, such as cross
country racing and motocross. Yamaha has had success in cross country with their YFZ450,
ridden by Bill Ballance, winning 9 straight titles since 2000. Yamaha's other major rider, Traci
Cecco, has ridden the YFZ450 to 7 titles, with the first in 2000. In ATV motocross, Yamaha has
had success with Dustin Nelson and Pat Brown, both who race the YFZ450. Pat Brown's best
season was a 3rd place title in 2007, while Nelson has had two 1st place titles in the Yamaha/ITP
Quadcross, one in 2006 and the other in 2008.

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, utility boats and custom boats
 Marine engines: Outboard motors, electric marine motors, marine diesel engines
and stern drives.
 Personal watercraft
 Electric bicycles
 Automobile engines
 Industrial-use unmanned helicopters
 Golf cars
 Power products: generators, multipurpose engines, water pumps and snow throwers
 Swimming pools, waterslides 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

36
Current 2019 line-up:

In a partnership with Arctic Cat (now owned by Textron), Yamaha Motor Company supplies the
1,050cc 3-cylinder (135+ HP) and 998cc 3-cylinder turbocharged (180+ HP) engines for use in a
collaborative chassis sold under each brand name. While there are similarities between the
respective manufacturers' models, small differences can be noted. SR Viper (Arctic Cat 7000-
series equivalent) and SideWinder (Arctic Cat 9000-series equivalent) models are equipped with
Yamaha clutches and changes to certain plastic body panels (such as the colour, suspension set-
up, windshield and intercooler housing on turbocharged models). The suspension layout, chassis,
gauge package, and handlebar switchgear remain the same for both Yamaha and Arctic Cat
snowmobiles. This partnership was established for the 2014 model year with the introduction of
the 2014 SR Viper and Arctic Cat 7000-series line-up. In 2017, Arctic Cat and Yamaha
introduced the world's most powerful snowmobile engine with the release of the SideWinder and
9000-series.

CHAPTER5:

DATA ANALYSIS AND

INTERPRETATION

1. Customers price preference while buying sports bike.

37
 Table: 1

SR.NO Particulars NO of Response Percentage

1 1.20L-1.50L 7 35%

2 90k-1L 5 25%

3 1L-1.20L 4 20%

4 80k-90k 4 20%

Pricing preference
40
35
35

30
25
25
Pricing preference
20 20
20

15

10

0
1.20L-1.50L 90K-1L 1L-1.20L 80K-90K

Interpretation: 35% of customers choose sports bikes ranging 1.20L-1.50L ,while 25% prefers
between 90k to 1 lakh.

2. Customers usage Involvement.

Table: 2

SR.No Particulars No of Response Percentage

38
 1 Family ride 8 40%

2 Pleasure 3 15%

3 Tours and trip 5 25%

4 outstation 4 20%

Chart: 2

Usage Involvement

40

35

30

25 usage
40
20

15 25
20
10 15

0
family ride pleasure tours and trip outstation

Interpretation: Most of the Yamaha customers use their sports bikes for family rides followed by
tours and trip, outstation and pleasure respectively.

3. Customers preference for choosing trends.

Table: 3

SR.NO Particulars NO Of response Percentage

1 Mileage 4 20%

39
 2 Styling 5 25%

3 HP 3 15%

4 Pricing 8 40%

Chart: 3

Trends
40
40
35
30
25
25 20
20
15 15
10
5
0
Mileage
Styling
HP
pricing

Interpretation: customers mostly prefer Pricing, followed by styling, then comes Mileage
followed by Hp.

4. Customers Yamaha Preference.

Table: 4

SR No
Particulars No of responses Percentage

1 Variety of Products 7 35%

2 Satisfactory customer 6 30%

40
 experience

3 Superior quality of 4 20%

Bike

4 Superior quality of 3 15%

Bike

Chart: 4

Yamaha Preference
35
30
35
30
20
25
15
20
15
10
5 Yamaha Preference
0
ts ce ke ng
duc ir en f bi r ici
o e o p
f Pr xp li ty ve
E ti
yo er qu
a ec
r iet om r eff
Va st rio
y cu upe
r s
cto
fs a
ti
Sa

Interpretation: Customers Choose Yamaha because of its variety of products.

5. Awareness about Advertisements.

Table: 5

SR No Particulars No of response Percentage

1 YES 15 75%

41
 2 NO 5 25%

Chart: 5

Awareness OF Advertisement

25

YES
NO

75

Interpretation: 75% of people are Aware about Yamahas Bikes Advertisements while 25% are
not.

6. Impact of Yamahas Advertisements on Customers.

Table: 6

SR NO Particulars No of response Percentage

1 YES 12 60%

2 NO 8 40%

42
 Chart: 6

Impact
60

60

50 40

40
Impact

30

20

10
0 0
0
YES NO

Interpretation: 60% of people are impacted By Yamahas Advertisements.

7. Resale value of Yamaha sports bike.

Table: 7

SR NO Particulars No of response Percentage

1 YES 10 50%

2 NO 10 50%

43
 Chart: 7

Re-Sales

yes
no
50 50

Interpretation: The resale value is known to half of the customers.

8. Differentiation of Yamaha sports bikes.

Table: 8

SR NO Particulars No of Response Percentage

1 Motor cycle fearing 8 40%

2 Safety measures 5 25%

3 Colour schemes 4 20%

4 Fuel range 3 15%

44
 Chart: 8

Differentitation

fuel range 15

color schems 20
Differentitation

safety measures 25

fearing 40

0 5 10 15 20 25 30 35 40 45

Interpretation: Yamaha sports bikes are different from other compared sports bikes because of
tis high quality fearing followed by safety measures and fuel range.

9. Comparison of Inferior and Superior quality of bikes.

Table: 9

SR NO Particulars NO of Response Percentage

1 Inferior 5 25%

2 Superior 15 75%

Chart: 9

45
 80

70

60

50

40
75 Comparison
30 25

20

10

0
Inferior
Superior

Interpretation: Customers think that Yamaha sports Bike are superior compared to other Sports
bike.

10. Awareness of Yamahas Safety Riding Programme.

Table: 10

SR NO Particulars No of Response Percentage

1 Been a part of this 7 35%

programme

2 Not known at all 5 25%

3 Heard while 6 30%

Purchasing
4 Aware due to other 2 10%

46
 reasons

Chart: 10

Awareness

Aware due to other reasons 25

Heard while purchasing 30 Awareness

Not known at all 25

Been a part of this Programme 35

0 5 10 15 20 25 30 35

Interpretation: 35% of customers are aware of this programme as they have been part of this
programme.

CHAPTER 6:

FINDINGS AND

RECOMMENDATION
47
FINDINGS:

1. It was found that 70% customers consider all factors such as price, Product Quality, Reliability
and Safety Features while buying new Sports Bike.

2. While 30% of them opt for Easy Maintenance of bike, making Services provided by company
an important Factor.

3. Brands reputation plays a vital role in purchasing preference of customer.

4. YAMAHA Motor Company Ltd provides total customer satisfaction by providing them with
Sports Bikes of their actual preference and needs

5. Yamaha Motor Company Ltd follows the latest marketing trends for publicity of their
upcoming Bike Models.

6. Yamaha Motor Company Ltd always considers the changing Trends of customers and Build
accordingly to meet their demands and needs

7. 75% of people prefer Yamaha sports bike over other sports bike.

8. Customers these days tend to choose mid ranged Sports Bikes than normal ones.

9. Customers also opt for High Range Sports bike manufactured By Yamaha Motors.

10. In the Specifications of Yamaha sports bike Riding Position has been most favourable.

RECOMMENDATION:

1. Main suggestion to Moharir Yamaha Motor Company Ltd is to concentrate on the publicity of
their Showroom so that awareness level of the people in the Nasik district will increase. This will
Boost Sales of Yamaha Motor company Ltd and create goodwill in the market.

2. For maintaining good customer relationship, greetings should be sent to the customer on the
occasion of Diwali, birthdays of the customer.

48
3. Training and guidance to be provided to the new employee and workers that how to behave
with customer so that a good customer relationship is created with the customers so that the
customer retains.

4. The people are attracted by discount schemes, pre booking discounts should be provided.

5. Moharir Yamaha Motor Company Ltd should look forward for establishing more Showrooms
with updated facilities.

6. The Showroom should show in their advertisement that the Yamaha sports Bikes are also
Affordable for middle class people.

CHAPTER7:

CONCLUSION

Customer Satisfaction plays pivotal role in any Company’s improvement and it’s the ultimate
goal of any Bike Showroom. After completing my project with Moharir Yamaha Motor
Company Ltd, it can be said that Moharir Yamaha Company Ltd is progressing day by day. The
present condition is good because each and every individual, group, and department etc.is
working hard to coordinate each and every function and improve the working standards. Long
term growth prospects for the Showroom is thus attractive.

The Showroom for its development purpose must see to it that the employees work together as a
family, for this the Showroom must take steps in motivating them. Today’s projects stand tall

49
and forefront of the Sales in Nasik. Moharir Yamaha Company Ltd poised to grow ahead of
market through strong innovations and faster grow.

CHAPTER 8:

ANNEXURE
Questionnaire:

1. What pricing structure do you consider while buying a sports bike?

o Yamaha r15 ( 1.20 L to 1.50L)

o TVS Apache (90 K to 1L)

o Bajaj Pulsar 220 (1L to 1.20 L)

o Hero Karizma (80k to 90K)

50
2. Your Yamaha sports bike usage involves which of the following?

o Family ride

o Pleasure

o Tours & Trip

o Outstation

3. Which specifications (Trends) do you prefer while buying a sports bike?

o Mileage

o Styling

o Horsepower

o Pricing

4. What makes you choose Yamaha sports bike over other sports bike?

o Variety of products

o Satisfactory customer experience

o Superior quality of bike

o Effective pricing

5. Are you aware about Yamahas Advertisements?

o YES
o NO

51
6. Did Yamaha Bike advertisements made an impact on your biking decision?

o YES
o NO

7. Are you aware of high sale value of Yamaha sports bike?

o YES
o NO

8. According to you how is Yamaha sports bike different from other sports bike?

o Motor cycle fearing

o Safety measures
o Attractive colour schemes
o Fuel range

9. Is Yamahas sports bike quality inferior or superior compared to other motor cycles brand?

o Inferior
o Superior

10. Are you aware of Yamahas riding’s academy offering road safety programs, which no other
brands provide?

o Been a part of this program

o Not known at all
o Heard while purchasing
o Aware due to other Reasons

11. What are the factors influencing your buying decision of the bike?

o Brand goodwill
o Individual income

52
 o Satisfactory Service
o Value for money

12. Which variants do you prefer, offered by Yamaha motor cycle ltd?

o Yamaha R15
o Yamaha Fazer
o Yamaha FZ250
o Yamaha R3

13. Why do you prefer the chosen variant?

o Bike torque
o Bike handling
o Aggressive riding posture
o Safety measures

14. Are you aware of Hybrid and CNG models being offered in near future which are part of
reducing pollution?

o Aware
o Not heard of it

15. What is your purpose of Buying the Motorcycle?

o Day to day riding

o Regular touring
o Track racing
o Commute

16. How did you come to know about Yamaha sports bike?

o Family/Friends
o TV ads

53
 o Dealer
o Mechanic

17. What is your perception about Yamaha sports bike?

o Good
o Average
o Poor
o Bad

18. Would you recommend Yamaha sports bike to your friends and family?

o YES
o NO

19. Is maintaining and servicing of Yamaha sports bike Affordable?

o YES
o NO

20. What would you recommend Yamaha Motor Company Ltd?

o Cheaper motor cycle variants

o Better quality of Bike parts
o Improve Customer Experience
o Update and safety Measures

BIBLIOGRAPHY

WEBSITE:

www.mohariryamaha.justdial.com

54
www.wikipidea.org

TEXTBOOKS

Marketing Management

Marketing Strategy

EXECUTIVE SUMMARY

Moharir Yamaha offer Sports Bikes as per Customers Specifications and within suitable period
of time and budget. As per customer’s bike preference and budget of customer they help in
providing the best bike customer wants.

55
The project was very challenging. As the project title “TO STUDY THE DEMAND OF
YAMAHA SPORTS BIKE WITH COMPARISON TO OTHER SPORTS BIKE” suggests that it
is all about detailed study of marketing and also study of commercial aspect.

It involved meeting 20 existing customers, taking their response and finding out what they really
perceive about bikes. The domain of project was Nasik city and the respondents were existing
customers of Moharir Yamaha. While doing this survey I realize that the things learnt from
books are quite different from actual practice in field.

The major objectives were as follows:

1. To study the brand awareness and brand establishment of Yamaha sports bike.

2. To study demand and Market stake of Yamaha sports bike.

56