A study of brand preference and buying pattern

Internship Report
A STUDY OF BRAND PREFERNCE AND BUYING PATTERN
AT ARJUN MOTORS, MYSORE
Submitted By
SANDEEP.F
USN: 4MH12MBA38
Submitted to
Visvesvaraya Technological University – Belgaum
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the Guidance of
INTERNAL GUIDE EXTERNAL GUIDE
Mr. SHYAM. B.R MR. MUKESH N
Research Scholar Sales Manager
Assistant Professor Arjun Motors
Deptartment of MBA Mysore
Maharaja Institute of Technology – Mysore
(Affiliated to VTU – Belgaum, Approved by AICTE, New Delhi& Recognized by Govt of Karnataka)
Department Of Post Graduate Studies In Management Sciences
(2012 – 2014)

DECLARATION
I, Sandeep.F, hereby declare that the Internship report entitled “A Study of Brand Preference
and Buying Pattern at Arjun motors, Mysore” prepared by me under the guidance of
Mr.Shyam.B.R, Research Scholar, Assistant Professor of M.B.A Department, Maharaja
Institute Of Technology, Mysore and external assistance by Mr.Mukesh N, Arjun motors,
Mysore.
I also declare that this Internship work is towards the partial fulfillment of the university
regulations for the award of degree of Master of Business Administration by Visvesvaraya
Technological University, Belgaum.
I have undergone a summer project for a period of Twelve weeks. I further declare that this
project is based on the original study undertaken by me and has not been submitted for the
award of any degree/diploma from any other University/Institution.
Place: Mysore Sandeep.F
Date: (4MH12MBA38)

ACKNOWLEDGEMENT
With glorious veneration and intense gratitude, I place my sincere thanks to Mr. Shyam.B.R,
Research Scholar, Assistant Professor, Department of Post Graduate Studies In Management
Sciences, Maharaja Institute of Technology – Mysore for valuable guidelines and timely
advice to undergo my project work.
I express my gratitude and sincere thanks to my external guide Mr.Mukesh N, Arjun
motors, Mysore for the fullest cooperation in every stage of the project work.
I take this opportunity to express my sincere thanks to Dr. Satyanarayana, Professor and
HOD Department of Post Graduate Studies in Management Science, Maharaja Institute of
Technology – Mysore.
I express my gratitude and sincere thanks to secretary, Prof, Y T Krishnegowda Mentor, Dept
of MBA and Dr. B G Naresh kumar Principal, Maharaja Institute of Technology Mysore, for
their kind help and encouragement during the preparation of this project report.
I express my gratitude and sincere thanks to my Parents and friends for their kind cooperation
and support who have immensely assisted me to complete this project report.
Date: SANDEEP.F
Place: Mysore (4MH12MBA38)

CONTENTS
SL.NO CHAPTERS TITLE PAGE
NO
1 CHAPTER 1 INTRODUCTION 2-7
a. Introduction about the internship
b. Topic chosen for study
c. Need for the study
d. Objectives of the study
e. Scope of the study
f. Methodology adopted
g. Literature review
h. Limitation of the study
2 CHAPTER 2 INDUSTRYPROFILE AND COMPANY PROFILE 8-21
a. Industry Profile
b. Company Profile
c. Dealer Profile
d. Vision , mission and quality policy
e. Product or service profile
f. Areas of operation
g. Infrastructure facilities
h. Competitors information
i. SWOT analysis
j. Future growth and prospects
k. Financial statement
3 CHAPTER 3 THEORETICAL BACKGROUND OF THE STUDY 22-33
4 CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
RESULTS
34-53
5 CHAPTER 5 SUMMARY OF FINDINGS 53-57
CONCLUSION AND SUGGESTION
RECOMMENDATION
6 ANNEXURE 58-61
7 BIBLIOGRAPHY 62

LIST OF EXHIBIT/FIGURE/GRAPH
Exhibit, Figure &
Graph no
Name of Exhibit, Figure & Graph Page No
2.5
Exhibit showing the Overview of the company 14-15
2.15
Exhibit showing the analysis of financial statement 20-21
4.1 Chart shows the detail of age group 34
4.2 Chart shows the detail of education qualification 35
4.3 Exhibit shows the detail of monthly income of the
family
36
4.4 Chart shows the Medium of Communication that
influences the Brand Preference
37
4.5 Exhibit shows the reason for preferring Yamaha
Brand
38
4.6 Chart shows the percentage of product features 39-40
4.7 Exhibit shows the role of availability in selection of
the brand
41
4.8 Exhibit shows the trust level of Yamaha brand 42
4.9 Chart shows the duration of using Yamaha bike 43
4.10 Chart shows the respondent level of promoting
Yamaha brand to others
44
4.11 Exhibit shows the mode of purchase 45
4.12 Exhibit shows major role player in decision making
in purchasing the bike
46
4.13 Exhibit showing the percentage of showroom
attributes
47-48

4.14 Chart showing the percentage of satisfaction 49-50
4.15 Chart shows the need for buying the bike 51
4.16 Exhibit shows the respondents level of
recommendation to others
52
4.17 Chart shows the overall satisfaction of Yamaha bike 53

Executive Summary
This study was conducted with a view to figure out Brand Preference and Buying pattern at
Arjun motors in Mysore and also to find out the customer‟s Brand preferences with respect to
two wheelers and their brands.
Brand Preference is the measure of Brand Loyalty in which a consumer will choose a
particular brand in presence of competing brands, but will accept substitutes if that brand is
not available.
The study titled “A study of Brand Preference and Buying pattern at Arjun motors” is aimed
to analysis and interprets the strengths and weakness of the company. The research
methodology used in project is descriptive research. It is used to find the facts of the
company. Tools used in project are questionnaires and interview method. The major findings
of study includes – customers are satisfied with Yamaha bikes and also service offered at
Arjun motors and also Yamaha should try to enhance its brand visibility to attract prospective
customers and focus on mileage, power and style in its ad campaigns to attract its target
customers. It is also seen that Yamaha is focusing on the Premium segment of bikes which is
slated to welcome new players. Yamaha would have to constantly innovate and come up with
new products to maintain its dominance in the segment.

Introduction:
not available. Brand Loyalty refers to the extent of the faithfulness of consumers to a
particular brand, expressed through their repeat purchases, irrespective of the marketing
pressure generated by the competing brands.
In every product category, consumers have more choices, more information and higher
expectations than ever before. To move consumers from trial to preference, brands need to
deliver on their value proposition, as well as dislodge someone else from the consumer's
existing preference set.
Preference is a scale, and brands move up, down and even off that scale with and without a
vigilant brand management strategy. Pricing, promotional deals and product availability all
have tremendous impact on the position of brand in the consumer‟s preference set. If all
things are equal, the best defense is to make the brand more relevant to consumers than the
competition.
The brands potential can only be fulfilled by continually reinforcing its perceived quality, Up
market identity and relevance to the consumer. The same branding activities that drive
awareness also drive preference. And, while awareness alone will not sustain preference, it
will improve the brand‟s potential for building and maintaining preference.
With a great story and a large enough investment, awareness can be attained rather quickly. It
takes time, however, and constant revaluation to build brand preference. Aristotle professed,
“We are what we repeatedly do. Excellence then is not an act, but a habit.” Attaining and
sustaining preference is an important step on the road to gaining brand loyalty. The ability to
generate more revenue, gain greater market share and beat off the competition is the reward
given by consumer toward particular brand.
Brand preference is the Selective demand for a company's brand rather than a product the
degree to which consumers prefer one brand over another. In an attempt to build brand
preference advertising, the advertising must persuade a target audience to consider the
advantages of a brand, often by building its reputation as a long-established and trusted name
in the industry. If the advertising is successful, the target customer will choose the particular
brand over other brands in any category.

The frequency of repeat purchase in case of two wheeler market is very low. So, the measure
of Loyalty is not easy. The brand loyalty of the customer can be identified with the help of
how they promote the brand to others, i.e. Word of Mouth Communication. Even though
competitors are low in the two wheeler‟s segment, competition is very high due to the
availability of different product categories under different brands.
The Customers preference among these brands also not easy as the product possesses similar
features in all the brands. So, the customer satisfaction determines the loyalty. Customer will
get satisfied only when their expectations met or exceed. It is an after purchase behavior. To
analyze the Brand Preference and Loyalty, it is necessary to study both the consumer‟s
buying behaviour and after purchase behavior
Problem Statement:
A variety of setting, environments, motivations and factors influence the people‟s preference
to buy a certain brand of Yamaha bikes. Hence, it is increasingly important for. markets to
understand how brand preferences and buying pattern change across people. So, this study is
undertaken to understand how brand preferences and consumption pattern of Yamaha bikes at
Arjun motors, Mysore.
Need for the study:
 The first and foremost need for this study is due to the increasing brand variety in the
two wheeler‟s market which is eroding the Brand Loyalty of the customers.
 The increasing media clutter and the changing consumer preferences.
 The more number of split loyal and shifting loyal customers are available in the
market.
 Brand Loyalty of a customer is influenced by the customer‟s perceived value which is
the basic belief results in the action. So, to analyze the preference of brand and to
find the factors influencing the Brand Preference of the customer in the two-wheeler
segment.
Objectives of the study:
 To study the factors influencing brand preference of Yamaha bikes among buyers.
 To measure the Brand Loyalty of Yamaha bikes.

 To study the effect of demographic variables on specific brand choice.
 To suggest factors to retain the customers.
Scope of the study:
 The study is only on Brand Preference so the other aspects such as Brand
Recognition, Brand Image, Brand Equity and other branding concepts are not
covered.
 Brand Loyalty, Perception and Buying Behaviour of respondents are also studied in
this research.
 This study covered only the area of the Mysore city. So, the information from the
study are only relevant to this area alone.
 Study covers the reasons of buying the Yamaha bikes.
Methodology adopted
Methodology refers to the step procedure or methods involved in the process of organizing
the information.
A Research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
A Research design could be defined as the blue print specifying every stage of action in the
course of research. Such a design would indicate whether the course of action planned will
minimize the use of resources and maximize the outcome.
Descriptive Research Design:
The Research design used in this study was Descriptive Research Design. Descriptive studies
come under formal research, where the objectives are clearly established. It is concerned with
the research studies with a focus on the portrayal of the characteristics of a group or
Individual or a situation. The main objective of this type of study is to acquire knowledge.
Sample Design:
A Sample Design is a definite plan for obtaining a sample from a give population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample.
The sampling technique which was used in this research was Systematic Random Sampling.
Sample Size: 50 respondents.

Sample Area: Mysore City
Source of Data
Primary Data:
Primary data is known as the data collected for the first time through field survey. The
important source for the primary data collection is through Questionnaire and other source is
through Sales force opinion.
Secondary Data
Secondary data refers to the information or facts already collected. Such data are collected
with the objective of understanding the past status of any variable. Secondary sources include
the following.
➢ Books
➢ Journals
➢ Internet
Tools of Data Collection:
The primary tool which was used for data collection was Questionnaire. It was a Structured
Questionnaire which consists of series of questions related to the objective of the study.
Literature review:
It is widely acknowledged amongst both practitioners and academics that branding has
become a tool of strategic importance. Various definitions of branding appear in literature.
The American Marketing Association (1994) defines a brand as a “name, term, sign, symbol
or design, or a combination of them intended to encourage prospective customers to
differentiate a producer‟s product (s) from those of competitors”.
A primary function of the brand is to provide convenience and clarity in decision making by
providing a guarantee of performance and communicating a set of expectations thereby
offering certainty and facilitating the buying process. On the emotional side, the function of a
brand is to evoke a set of associations and furthermore symbolize the consumer‟s persona
through brand imagery.
However, this and other definitions of a brand fail to capture the essence of what branding
involves or achieves (Marketing in a Global Economy Proceedings, 2000). In order to be

successful, images and symbols must relate to and indeed exploit the needs, values and
lifestyles of consumers in such a way that the meanings involved give added values, and
differentiate the brand from other brands (Broadbent and Cooper, 1987).
In its totality, a brand can be described as a “trademark that communicates a promise
(Phillips, 1988). This promise involves a set of symbolic and functional attributes that the
market place associates with the brand. Symbolic attributes are those that fulfill internally
generated needs for self-enhancement, role position, group membership or ego identification
(Park et al., 1996) whereas functional brand attributes solve an externally generated
consumption related problem.
Ambler and Styles (1996) describe two different views of defining a brand. The first is the
product plus view, when the brand is seen as an addition to the product, and in this view a
brand is also called an identifier. The second is the holistic view that communicates the focus
on the brand itself that is considered to be much more than just the product. The brand is said
to be the sum total of all elements of the marketing mix. Brands can also be explained based
on their elements-“those trademarkable devices that serve to identify and differentiate the
brand (ego, brand names, logos, symbols, characters, slogans, jingles and packages (Keller,
2002)
DeChernatony and MacDonald (1998) in an attempt to emphasize the increased value that
accrues to the consumer by buying the established brand rather than a generic or commodity
product, offer the following definition of a brand: “A successful brand is an identifiable
product, service, person or place, augmented in such a way that the buyer or user perceives
relevant, unique added values which match their needs most closely. Furthermore, its success
results from being able to sustain those added values in the face of competition”.
Some people distinguish the psychological aspect of a brand from the experiential aspect. The
experiential aspect consists of the sum of all points of contact with the brand and is known as
the brand experience. The psychological aspect, sometimes referred to as the brand image, is
a symbolic construct created within the minds of people and consists of all the information
and expectations associated with a product or service.
People engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has
certain qualities or characteristics that make it special or unique. A brand is therefore one of

the most valuable elements in an advertising theme, as it demonstrates what the brand owner
is able to offer in the marketplace. The art of creating and maintaining a brand is called brand
management whereas orientation of the whole organization towards its brand is called brand
orientation.
Careful brand management seeks to make the product or services relevant to the target
audience. Brands should be seen as more than the difference between the actual cost of a
product and its selling price - they represent the sum of all valuable qualities of a product to
the consumer. There are many intangibles involved in business, intangibles left wholly from
the income statement and balance sheet which determine how a business is perceived. The
learned skill of a knowledge worker, the type of mental working, the type of stitch: all may
be without an 'accounting cost' but for those who truly know the product, for it is these people
the company should wish to find and keep, the difference is incomparable. A brand which is
widely known in the marketplace acquires brand recognition. When brand recognition builds
up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it
is said to have achieved brand franchise.
One goal in brand recognition is the identification of a brand without the name of the
company present. Consumers may look on branding as an important value added aspect of
products or services, as it often serves to denote a certain attractive quality or characteristic
(see also brand promise). From the perspective of brand owners, branded products or services
also command higher prices. Where two products resemble each other, but one of the
products has no associated branding (such as a generic, store-branded product), people may
often select the more expensive branded product on the basis of the quality of the brand or the
reputation of the brand owner.
Limitations of the study:
 The duration of the project was one of the primary constraints for the project.
 This study is confined only among the Yamaha customers in the Mysore city.
 It was an academic effort and limited to cost, time and geographical area.
 Numbers of respondents were restricted due to the time factor.

2.1 INDUSTRY PROFILE:
History of Two Wheeler Industry:
India is the second largest manufacturer and producer of two wheelers in the world. It stands
next only to Japan and China in terms of the number of two wheelers produced and domestic
sales respectively. The distinction was achieved due to variety of reasons like respective
policy followed by Government of India towards the passenger car industry, rising demand
for personal transport, inefficiency in the public transportation system etc. Invention of Two-
Wheelers
History can't be stored or categorized in a water tight compartment; neither can some things
be definitely told or strictly defined. In this section a general history of two-wheelers is being
traced without trying to venture into strict classification and differentiation. Around 1840 a
Scotsman named Kirpatrick Macmillan came up with an idea of a pedal driven bicycle,
Macmillan a blacksmith by profession got the idea when he was asked to repair a hobby
horse. The first bicycle which its inventor called velocipede slowly started catching the fancy
of the people, as inquisitive minds started thinking of faster ways of getting around the town.
Ind 1868 in France MIchaux-Perraux attached a small steam engine to a bicycle thus adding
a little more steam to the development. Around the same time across the Atlantic a similar
steam propelled machine was demonstrated by built by Sylvester Howard Roper of Roxbury,
Massachusetts.
However the invention of the first motorcycle was done by the German inventors ottlieb
Daimler and Wilhelm Maybach in 1885. The first petroleum-powered vehicle, it was
essentially a motorized bicycle, although the inventors called their invention the Reitwagen
('riding car'). This engine was prepared more for experimentation rather than for commercial
purposes.
However as early as 1894 a motorcycle was available for commercial purposes. The bike
named Hildebrand and Wolfmuller was manufactured in a small scale few hundreds to be
precise. These two wheelers died a natural death due to high cost and technical difficulties
Slowly the motorcycles were improved upon and soon they become faster, reliable and more
fuel efficient. For a separate history on the development of scooters check out origin of
scooters

The Two Wheeler Market Globally:
The two-wheeler industry is concentrated in the developing world, especially China and
India, which together account for over half the total worldwide sales of two-wheelers. The
Japanese manufacturers, Honda, Yamaha, Suzuki and Kawasaki, dominate the two-wheeler
industry globally. Currently, all major two wheeler markets, except India, are dominated
either by Japanese firms or their joint ventures.
Hero Honda Motor Cycles Limited, an Indian motorcycle company is the world leader by
sales .Motorcycles are used for many different purposes. Some use it for daily commuting
(especially in developing and under-developed worlds) and for hobby pursuits (in developed
world). Harley Davidson, Royal Enfield, BMW, Yamaha etc are the companies this hobby
pursuit of the people, the world over.
Two Wheeler Market: The Indian Scenario:
The Indian two-wheeler industry can be divided into three broad categories: scooter,
motorcycles and mopeds. Each of these categories can be further segmented on the basis of
several variables, like price, engine power, type of ignition, and engine capacity.
Today, India is the second largest producer and customer of two-wheelers in the world. The
Indian two-wheeler industry has undergone a significant change over the past 10 years with
the preference changing from mopeds to scooters, and more recently, from scooters to
motorcycles. With the reduction in the price differential between scooters and motorcycles,
there has been a perceptible shift towards motorcycles because of their better styling, higher
fuel efficiency, and higher load carrying capacity. of late, scooters have made a resurgence.
Honda Motors and Scooters India Limited is the market leader in the scooter segment. Also
female centric two-wheelers like Pep have gained major portion of the market.
In 1955, the Indian government needed sturdy and reliable motorcycles for its Army and
police to patrol the rugged border highways. The first batch of 350cc Bullet from the Royal
Enfield Company of UK were received and assembled at Chennai.
Bajaj Auto began trading in imported Vespa scooters and three wheelers. Finally in 1960, it
set up a shop to manufacture then in collaboration with Piaggio of Italy. The agreement
expired in 1971.

In the initial stages, the scooter segment was dominated by API, it was later overtaken by
Bajaj Auto. Although various government and private enterprise entered the fray for scooters,
the only new player that has lasted till today is LML.
Under the regulated regime, foreign companies were not allowed to operate in India. It was a
complete seller market with the waiting period for getting a scooter from Bajaj Auto being as
high as 12 years
The motorcycles segment was no different, with only three manufactures viz Enfield, Ideal
Jawa and Escorts .While Enfield bullet was a four stroke bike, Jawa and the Rajdoot were
two stroke bikes. The motorcycle segment was initially dominated by Enfield 350 cc bikes
and Escorts 175 cc bike.
The two wheeler market was opened to foreign competion in the mid -80s.And then the
market leaders Escorts and Enfield were caught unaware by the onslaught of the 100 cc bikes
of the four Indo –Japanese joint ventures.
With the availability of fuel –efficient low power bike, demand swelled, resulting in Hero
Honda then only producer for four stroke bikes (100 cc category), gaining top slot.
The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero
Honda brought in the first two stroke and four stroke engine motorcycles respectively. These
two players initially started with assembly of CKD kits, and later on progressed to indigenous
manufacturing. In the 90s the major growth of motorcycles segment was brought in Japanese
motorcycles, which grew at a rate of nearly 25% in the last five years.
The industry had a smooth ride in the 50s,60s and 70s when the government prohibited new
entries and strictly controlled capacity expansion. The industry saw a sudden growth in the
80s. The industry witnessed a steady growth of 14% leading to peak volume of 1.9mn
vehicles in 1990.
The entry of Kinetic Honda in mid –eighties with a variometric scooter helped in providing
ease of use to the scooter owners. This helped in inducing youngsters and working women
towards buying scooters, who were earlier inclined towards moped purchase. In the 90s ,this
trend was reversed with the introduction of Scooterette. In the line with this, the scooter
segment has constiently lost its part of the market share in the two wheeler market.

In 1990s, the entire automobile industry saw a drastic fall in demand. This resulted in a
decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4 mn vehicles.
Barring loss due to increase rise in fuel prices, high input cost and reduced purchasing power
due to significant rise in general price level and credit crunch in consumer financing .factors
like increased production in 1992,due to new entrants coupled with the recession in the
industry resulted in companies either reporting losses or fall in profits.
Rise of a Product: The Motorcycles:
Motorcycles are the most expensive of all two-wheelers. They are more powerful than
scooters and mopeds, have the highest load carrying capacity (which is essential for rural
areas), are fuel- efficient, have better road grip, and are also the most expensive. Besides,
motorcycles are viewed as “trendy” in the urban areas as compared with scooters and
mopeds. The fortunes of the motorcycle industry changed after the announcement of the
liberal licensingpolicyin1982 where by foreign collaboration were allowed. In 1982, the
Government allowed foreign players to enter the industry through joint ventures. Within four
years, the TVS Group tied up with Suzuki, the Hero Group with Honda, the Escorts group
with Yamaha and Bajaj Auto Limited (Bajaj Auto) with Kawasaki. TVS & Suzuki introduced
Ind-Suzuki in 1984, Hero Honda Motors Limited (HHML) launched CD100 in 1985, and
both Escorts and Bajaj Auto launched their models in 1986-1987. Also, new entrants have
entered the market by introducing their products at lower price points, while the existing
players have announced price cuts. This has led to price competition in the domestic market.

2.2 Company Profile:
India Yamaha Motor Private Limited
Yamaha made its initial foray into India in 1985. In August 2001, Yamaha India 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 the motorcycle
manufacturing company "India Yamaha Motor Private Limited (IYM)".
IYM's manufacturing facilities comprise of 2 State-of-the-art Plants at Faridabad (Haryana)
and Surajpur (Uttar Pradesh). The infrastructure at both the plants supports production of
motorcycles and parts for the domestic as well as overseas markets. The Surajpur plant was
established in 1984. The state–of-the-art Assembly plant at Surajpur was inaugurated on 6th
July‟09 and is spread over an area of 36,000 sq. mts. It has the capacity to produce 1 million
motorcycles and scooters annually.
This fully integrated assembly plant is built on the lines of Yamaha‟s globally tried, tested
and successfully implemented standards and meets the global quality benchmarks. The plant
has 3 vehicle assembly lines and 4 engine assembly lines.
The Faridabad Plant was established in 1965 and was upgraded in 2008 for manufacturing of
machined parts like Gears & shafts, Crank, Clutch Assembly, Crank Case, Body Cylinder,
Head Cylinder.
In April 2013, IYM established 2 functionally independent entities namely Yamaha Motor
India Sales Pvt. Ltd. (YMIS) that will cater to the sales and marketing needs of the company
and Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) that is intended to
increase Yamaha‟s manufacturing competitiveness through the establishment of an R&D
headquarters in India. With a strong workforce of more than 2,000 employees, IYM is highly
customer-driven and has a countrywide network of over 400 dealers
In April 2013, India Yamaha Motor established a functionally independent sales and
marketing entity i.e. Yamaha Motor India Sales Pvt. Ltd (YMIS).
The newly formed Yamaha Motor India Sales Pvt. Ltd. (YMIS) is intended to further
strengthen the Sales & Marketing unit which is responsible for sales & promotion, after sales
service and provision of spare parts. It has been Yamaha‟s constant endeavor to fortify its
brand image and supersede customer expectation. YMIS will continue to reinforce its

relationship with the customers with its „YES! YAMAHA! Campaign which emphasizes on
providing the Best 3S Experience – Sales, Service and Spare Parts so that the customer
always appreciates Yamaha and accepts the brand like the word “YES”.
About Yamaha Motor Research and Development India Pvt. Ltd:
Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) has been established to
function as the motorcycle R&D headquarters for Yamaha Motor Co., Japan. This initiative is
intended to reinforce the global competitiveness of Yamaha‟s engineering, manufacturing
and marketing functions in India.
It was formally established on 18th February 2013 and has been functional since 1st Apr
2013. It is currently operating from the headquarters of India Yamaha Motor Pvt. Ltd.,
Surajpur. .
YMRI is the fifth overseas R&D headquarters for Yamaha Motor Group following Italy,
Taiwan, China, and Thailand.
Yamaha Motor Research and Development India Pvt. Ltd. (YMRI) functions as the core of
the Integrated Development Center (IDC) concept. In addition to R&D activities, global part
sourcing activities have been included into the IDC. The 1st such center was established as
ASEAN Integrated Development Center in Thailand in 2012.
YMRI will contribute to Yamaha global operations by focusing on optimum utilization of
Indian resources and developing new models best suited to Indian customer requirements.
2.3 Vision:
We will establish YAMAHA as the "exclusive & trusted brand" of customers by "creating
Kando" (touching their hearts) - the first time and every time with world class products &
services delivered by people having "passion for customers".
2.4 Mission
We are committed to:
Be the Exclusive & Trusted Brand renowned for marketing and manufacturing of YAMAHA
products, focusing on serving our customer where we can build long term relationships by
raising their lifestyle through performance excellence, proactive design & innovative

technology. Our innovative solutions will always exceed the changing needs of our customers
and provide value added vehicles.
Build the Winning Team with capabilities for success, thriving in a climate for action and
delivering results. Our employees are the most valuable assets and we intend to develop them
to achieve international level of professionalism with progressive career development. As a
good corporate citizen, we will conduct our business ethically and socially in a responsible
manner with concerns for the environment. Grow through continuously innovating our
business processes for creating value and knowledge across our customers thereby earning
the loyalty of our partners & increasing our stakeholder value.
Core Competencies:
Customer #1
We put customers first in everything we do. We take decisions keeping the customer in mind.
Challenging Spirit
We strive for excellence in everything we do and in the quality of goods & services we
provide. We work hard to achieve what we commit & achieve results faster than our
competitors and we never give up.
Team-work
We work cohesively with our colleagues as a multi-cultural team built on trust, respect,
understanding & mutual co-operation. Everyone's contribution is equally important for our
success.
Frank & Fair Organization
We are honest, sincere, open minded, fair & transparent in our dealings. We actively listen to
others and participate in healthy & frank discussions to achieve the organization's goals.
Exhibit 2.5: Overview
Company Name Yamaha Motor Co.,Ltd
Founded July 1, 1995
Capital 85,703 million yen (as of December 31, 2013)
President Hiroyuki Yanagi
Headquarters 2500 Shingai, Iwata-shi, Shizuoka-ken, Japan

Sales Profile Sales (%) by product category (consolidated)
Sales (%) by region (consolidated)
2.6 Dealer Profile:
Arjun Motors, a true Yamaha Showroom and a place with inheriting essence of rich heritage
and culture of Mysore. Arjun Motors boasts of an exuberant team taking care of colts of
envy!
Mr.Arjun a young and energetic dynamic entrepreneur is the driving force of the organization
and his consolidated efforts call it as passion and he has made the company one of the best
Yamaha dealers in Mysore city in a very short span of time. Since its inceptions in Jan 2011,
there is a constant endeavor to be the best business and services with the values added to our
biking customers
Arjun Motors strongly believes in providing the best Sales Service and Spare parts under one
roof. With a strong dedicated team of Sales and Service engineers. Arum Motors targets the
fulfillment of customer needs. Every single customer matters to us. Together we operate in
tandem in serve our customer and forge an everlasting found with them
2.7 Vision .Mission And Quality Policy
Employees
(Consolidated)
Sales
(Consolidated)
53,382 (as of December 31, 2013)
Parent: 10,245(as of December 31, 2013)
410,472 million yen (from January 1, 2013 to December
2013)
Parent: 536,966 million yen (from January 1, 2013 to
December 31, 2013)

Vision :
To be a respected corporation and leader in Indian automobile business in quality, productivity,
profitability and customer satisfaction of after sale service.
Mission:
To sell qualitative automobile and service as per the demand and go into the Indian market to achieve
customer delighters through professional system and prospective in every field giving due weight age
for the development of human resources in the organization .to advance the firm with latest
technology and to become leader in the field and ultimately to become one of the best two wheeler
dealers in market.
Quality policy:
The quality policy of the company is to “Provide products and services which consistently meet the
rigorous of our most demanding customer”.
 Excellent in the product and service.
 Guaranteed consistency.
 Continuous improvement.
 Safety for consumers, colleagues and the community.
2.8 Products/Services:
Yamaha has made number of motorcycles and scooters. Motorcycles in current trend
are Yamaha YZF R15,Yamaha Fazer, Yamaha FZ, Yamaha FZ-S, Yamaha YBR 125,
Yamaha YBR 110, Yamaha Crux, Yamaha SZ-R, Yamaha Ray Z 113.
2.9 Services Profile:
As an authorized dealer of YAMAHA bikes we are with a standard in house service centre
with well qualified and professional service engineers who are capable of addressing all
technical problems related to Yamaha bikes, Even our principle company has appreciated our
service centre and the way in which we address the customer problems. We provide on time
services with the company warranty and guaranty
Customers give their bike to showroom for service. In that service time showroom has
provided the „Snookers‟ game to customer.

2.10 Area of operation:
Area of operation can be divided under three heads. They can be regional-wise, national-wise
and globally. Area of operation can be called as regional, when the company functions within
in the state .area of operation can be called as national, when the companies function in the
state as well as within the nation. Area of operation can be called as global, when it functions
outside the country .Arjun motors it has well established showroom in Karnataka Mysore
region .the particular region is having many residential and commercial areas and is also
booming with the starting of the New National airports and it is one of the world famous
tourist and cultural city. Hence this region is prone to very high level of growth and is going
in for expansion is highly viable for Yamaha showroom
2.11 Infrastructure facilities:
We offer state-of-the-art facilities for all your two wheeler needs. From the latest
computerized machines, pneumatically controlled equipment and experienced & trained
personnel, we ensure the very best of services for you.
An overview of our facilities
 Showroom spread across 4500 sq.ft.
 Modern Workshop spread across 4500 sq.ft.
 More than 15 trained technicians
 State-of-the-art equipment
2.12 Competitor’s information:
Competition is one of the predominate role in the business world. The scope, strength
capability and capacity between competitors in a particular product are different and varied in
nature .a healthy competition is required in business for quality and standard products and
services or desired in a market
Key Competitors:
 Bajaj Auto Ltd
 Hero Motocorp
 Tvs motor company
 Honda
 Suzuki

2.13 SWOT ANALYSIS:
SWOT analysis is the technique, which is used for identifying the company Strength,
Weakness, Opportunity and threats.
SWOT analysis not only result in the identification of a corporation‟s distinctive
competencies, the particular capabilities and resources that a firm possesses and the superior
way in which they are used.
But also in the identification of opportunities, the firm is not currently able to take advantage
due to a lack of appropriate proven to be the most enduring analytical technique used in
strategic management. This reflects an important issue facing strategic managers should we
invest more in our Strength‟s to make them even stronger or should we invest in our
weakness to make them competitive.
A. Strengths
1. Yamaha is an innovator of new ideas and products.
2. They were the first to come up with the 4-stroke engine.
3. Yamaha has competitive pricing.
4. Yamaha is constantly trying to bring technology into their motorcycles.
5. Yamaha is socially responsible so a lot of people want to buy their products because they
do more then try to make money they try to make a difference. In return they make good
profits.
B. Weaknesses
1. Yamaha has a lot of competition.
2. The competition s trying to figure out the next best thing also.
3. The economy is a big weakness because people may not have as much money to spend on
Yamaha products.
4. Not giving promotional schemes for longer time periods.
C. Opportunities
1. The motorcycle market has been growing at a phenomenal rate and there has been a shift in
the customer preferences from 2 stroke bikes. Yamaha motors have recognized this and
bringing out new models in 4 stroke bikes quite regularly to cater needs of the customers.

2. Consumers have become technology conscious and Yamaha motors have best R&D
facilities. So they can tap new customers with innovative technology in motorcycle design
and manufacturing.
3. Growth due to taking on more shares of stock.
D. Threats
1. Constant demand for price reduction from customers.
2. Technology costs a lot of money and consumers want technology without paying for it.
3. Bajaj auto and TVS have taken large part of market share from Yamaha.
4. Growing competition in industry, both in terms of new models and price undercutting, too
is a matter of concern as both the sales realization and operation margins may come under
pressure
5. Technology costing more money.
2.14 Future growth and prospects:
Japanese two-wheeler maker Yamaha, better known for its performance bikes, is turning
to fuel efficient technologies for the Indian market as it eyes a bigger share in the country's
two-wheeler segment. As it tweaks its strategy of focusing on 'performance' to 'performance
with mileage', the company plans to introduce fuel efficient technologies in its upcoming
launches as well as upgrades of its existing models.
Yamaha, which sells various bike, including Fazer, FZ, YZF R15 and scooters Ray, Ray Z
and Alpha in India, has been strong in the performance segment of 150cc and above. In 2013
14, the company sold a total of 3,07,511 units of motorcycles. It is looking to garner a
significant share in the country's bike market, which stood at 1,04,79,817 units last fiscal.
In the scooters segment, it sold 1,76,981 units, when the total scooter market was pegged at
36,02,744 units in 2013-14. In order to keep with its growth plans, the company is setting up
a Rs 1,500-crore plant in Chennai, where it plans to start manufacturing from next year with
an initial capacity of 4.5 units per annum. On full operationalisation, it would have an
installed capacity of 18 lakh units by 2018.

Exhibit 2.15 Analysis of Financial Statement:
AS ON 31st
March 2014 Rs. In Millions
Particulars As of Dec 13 As of Mar14
Assets
Current assets
Cash and deposits 119,859 118,443
Notes and accounts receivable-trade 238,102 270,176
Merchandise and Finished goods 117,796 183,801
Work in progress 45,531 45,450
Raw materials and supplies 48,217 48,171
Other 83,519 89,290
Allowance and doubtful accounts (9,512) (10,166)
Total current assets 703,514 745,168
Non-current assets:
Property, plant and equipment 301,109 303,333
Intangible assets 6,791 6,498
Investments and other assets:
Investment and other assets 136,687 131,827
Allowance for doubtful accounts (1,510) (1,576)
Total investment and other assets 135,176 130,250
Total non-current assets 443,077 440,082
Total assets 1,146,591 1,185,250
Liabilities
Current liabilities:
Notes and account payable-trade 141,710 150,870
Short- term loans payable 170,328 196,223
Current position for long-term loans payable 73,230 92,798
Provision for bonuses 10,277 16,296
Provision for product warranties 18,292 17,102
Other provision 1,609 1,601
Other 96,777 100,215
Total current liabilities 515,226 575,081
Non-current liabilities:
Long-term loans payable 139,370 117,423
Provision for retirement benefits 45,321 45,393
Other provisions 1,358 1,273
Other 222,522 20,325
Total non-current liabilities 208,572 184,416
Total liabilities 723,799 759,498
Net assets

Share holders’ equity
Capital stock 85,703 85,703
Capital surplus 74,619 74,619
Retained earnings 288,547 297,621
Treasury shares (691) (692)
Total share holders’ equity 448,179 457,251
Other accumulated comprehensive income:
Valuation difference on available-for-sale securities 12,110 8,517
Revaluation reserve for land 10,978 10,931
Foreign currency translation adjustment (87,277) (87,876)
Total other accumulated comprehensive income (64,188) (68,427)
Subscription rights to shares 91 91
Minority interests 38,709 36,836
Total net assets 422,792 425,752
Total liabilities and net assets 1,146,591 1,185,250

Introduction:
not available. Brand Loyalty refers to the extent of the faithfulness of consumers to a
particular brand, expressed through their repeat purchases, irrespective of the marketing
pressure generated by the competing brands.
In every product category, consumers have more choices, more information and higher
expectations than ever before. To move consumers from trial to preference, brands need to
deliver on their value proposition, as well as dislodge someone else from the consumer's
existing preference set.
Preference is a scale, and brands move up, down and even off that scale with and without a
vigilant brand management strategy. Pricing, promotional deals and product availability all
have tremendous impact on the position of brand in the consumer‟s preference set. If all
things are equal, the best defence is to make the brand more relevant to consumers than the
competition.
The brands potential can only be fulfilled by continually reinforcing its perceived quality,
upmarket identity and relevance to the consumer. The same branding activities that drive
awareness also drive preference. And, while awareness alone will not sustain preference, it
will improve the brand‟s potential for building and maintaining preference.
With a great story and a large enough investment, awareness can be attained rather quickly. It
takes time, however, and constant revaluation to build brand preference. Aristotle professed,
“We are what we repeatedly do. Excellence then is not an act, but a habit.” Attaining and
sustaining preference is an important step on the road to gaining brand loyalty. The ability to
generate more revenue, gain greater market share and beat off the competition is the reward
given by consumer toward particular brand.
Brand preference is the Selective demand for a company's brand rather than a product; the
degree to which consumers prefer one brand over another. In an attempt to build brand
preference advertising, the advertising must persuade a target audience to consider the
advantages of a brand, often by building its reputation as a long-established and trusted name
in the industry. If the advertising is successful, the target customer will choose the particular
brand over other brands in any category. The frequency of repeat purchase in case of two

wheeler market is very low. So, the measure of Loyalty is not easy. The brand loyalty of the
customer can be identified with the help of how they promote the brand to others, i.e. Word
of Mouth Communication. Even though competitors are low in the two wheeler‟s segment,
competition is very high due to the availability of different product categories under different
brands.
The Customers preference among these brands also not easy as the product possesses similar
features in all the brands. So, the customer satisfaction determines the loyalty. Customer will
get satisfied only when their expectations met or exceed. It is an after purchase behavior. To
analyze the Brand Preference and Loyalty, it is necessary to study both the consumer‟s
buying behavior and after purchase behavior.
Meaning:
Selective demand for a company's brand rather than a product; the degree to which
consumers prefer one brand over another. In an attempt to build brand preference advertising,
the advertising must persuade a audience to consider the advantages of a brand, often by
building its reputation as a long-established and trusted name in the industry. If the
advertising is successful, the target customer will choose the brand over other brands in any
category.
Definition:
What is Brand?
In principles of Marketing (Philip Kotler/Gary Amstrong) a brand is defined as a "name,
term, sign symbol (or a combination of these) that identifies the maker or seller of the
product"
A brand name helps an organization differentiate itself from its competitors. In today's
competitive world customers expect products to have branding. Customers often build up a
relationship with a brand that they trust and will regularly purchase products from that brand.
Some people will only purchase a particular brand even though there are acceptable
alternatives on the market. For example Apple Inc or UK retail chain John Lewis Partnership
has a loyal customer base, who provide them with repeat business.
Brand Equity: Brand equity” refers to the value of a brand. Brand equity is based on the
extent to which the brand has high brand loyalty, name awareness, perceived quality and

strong product associations. Brand equity also includes other “intangible” assets such as
patents, trademarks and channel relationships
Brand Image:
“Brand image” refers to the set of beliefs that customers hold about a particular brand. These
are important to develop well since a negative brand image can be very difficult to shake off.
Brand Extension:
“Brand extension” refers to the use of a successful brand name to launch a new or modified
product in a new market. Virgin is perhaps the best example of how brand extension can be
applied into quite diverse and distinct markets.
Branding gives seller several advantages
 Seller‟s brand name and trademark provide legal protection of unique product features
 Branding gives the seller the opportunity to attract a loyal and profitable set of
customers.
 Branding helps the seller segment markets.
 Strong brands help build corporate image, making it easier to launch new brands and
gain acceptance by distributors and consumers
Benefits of branding to a Buyer
 Help buyers identify the product that they like/dislike.
 Identify marketer
 Helps reduce the time needed for purchase.
 Helps buyers evaluate quality of products especially if unable to judge a products
characteristics.
 Helps reduce buyers perceived risk of purchase.
 Buyer may derive a psychological reward from owning the brand, IE Rolex or
Mercedes.
Positioning:
 Positioning is about the position a brand occupies in a market in the minds of
consumers. Strong brands have a clear, often unique position in the target market.

 Positioning can be achieved through several means, including brand name, image,
service standards, product guarantees, packaging and the way in which it is delivered.
In fact, successful positioning usually requires a combination of these things.
Repositioning:
Repositioning occurs when a brand tries to change its market position to reflect a change in
consumer‟s tastes. This is often required when a brand has become tired, perhaps because its
original market has matured or has gone into decline.
First-mover advantage:
Business strategists often talk about first-mover advantage. In terms of brand development,
by “first-mover” they mean that it is possible for the first successful brand in a market to
create a clear positioning in the minds of target customers before the competition enters the
market. There is plenty of evidence to support this.
Types of branding
Branding is an important marketing tool used to stimulate recognition. When a product,
service, person or place is branded, it develops a personality and a reputation. A successful
branding campaign results in a name, design, logo or other recognizable symbol that stands
out among its competitors.
1. Product
Products enjoy some of the most common types of branding. Walking through supermarket
or retail store aisles is an easy way to understand product branding. Certain labels will jump
off the shelves because they have achieved their marketing goals. Successful product
branding is what nudges a consumer to choose one brand over another. The brand has
established a reputation as the best or most popular in its class. Think of soft drinks, athletic
shoes, computers or jeans and see what brand names pop into your head first. These are prime
examples of product branding.
2. Personal
Personal branding is a popular marketing tool among athletes, musicians, politicians and
other celebrities. A politician will attempt to brand himself into the type of person the voters
want to put in office. A celebrity often becomes self-branded based on his own personality,

while others are molded by public relations firms and agents. In addition to a personal brand,
a celebrity might become associated with products bearing his name.
3. Corporate
Corporate branding is essential for any business that wants to develop a reputation in the
marketplace. Everything the company does has an effect on its image. A corporation markets
its product or service, its corporate culture, its employees and its contributions to the
community. A corporation's branding can become tarnished overnight because of an
industrial disaster or a poor decision by management. If the damage is severe, a corporation
might start over with an entirely new strategy for branding a completely new image.
4. Geographic
Geographic or regional branding conjures images of certain products or services when the
name is mentioned. While the Southwest region of the U.S. might be known for spicy foods,
the Midwest is known for steaks. The tourism industry uses branding to lure travelers to the
area. Southern states boast their sunshine and beaches, while mountainous areas become
known for winter sports such as skiing and snowboarding.
5. Cultural
Cultural branding develops a reputation about the environment and people of a particular
location or nationality. New Englanders are thought to be hard-working, and perhaps too
serious, while New Yorkers are viewed as people always on the go and moving at a rapid-fire
pace. Cultural branding is another tool in tourism such as inviting travelers to experience the
Amish country
Consumer Buying Behavior
Consumer behavior as a body of knowledge emphasizes on the study of both physical
activities and decision-making processes that occur in the process of search, evaluation,
acquiring, use and disposal of products. Consumer behavior encompasses vast areas of
human activities that have direct interface with technology. Borrowing heavily from diverse
sweep and come in handy to adapt technology to everyday needs of society. Backed by
abundant wealth of information on areas such as consumers‟ tastes, shopping habits, store
patronage and life style, it has become possible for many marketing research firms to come
up with reliably accurate work on many aspects of marketing including product demand
forecast, perception of brand image, brand preference, brand loyalty and brand equity

position. This approach to problems in marketing management seems to have been well
established and therefore, is the popular means adopted in the area of consumer product
whether it is physical product or services.
Consumer behavior is the study of when, why, how, and where people do or do not buy a
product. It blends elements from psychology, sociology, social anthropology and economics.
It attempts to understand the buyer decision making process, both individually and in groups.
It studies characteristics of individual consumers such as demographics and behavioral
variables in an attempt to understand people's wants. It also tries to assess influences on the
consumer from groups such as family, friends, reference groups, and society in general.
Customer behaviour study is based on consumer buying behavior, with the customer playing
the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset
for customer behaviour analysis as it has a keen interest in the re-discovery of the true
meaning of marketing through the re-affirmation of the importance of the customer or buyer.
A greater importance is also placed on consumer retention, customer relationship
management, personalisation, customisation and one-to-one marketing. Social functions can
be categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow‟s possibility
theorem is used for a social function, social welfare function is achieved. Some specifications
of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity,
homogeneity and weak and strong Pareto optimality. No social choice function meets these
requirements in an ordinal scale simultaneously. The most important characteristic of a social
function is identification of the interactive effect of alternatives and creating a logical relation
with the ranks. Marketing provides services in order to satisfy customers. With that in mind,
the productive system is considered from its beginning at the production level, to the end of
the cycle, the consumer (Kioumarsi et al., 2009).
Types of buying behavior:
The following are the several types of buying behavior that resides with everyone.
Dissonance-Reducing Buying Behavior:
It occurs when consumers are highly involved with an expensive, infrequent, or risky
purchase, but see little difference among brands. For example, consumers buying carpets may
face a high-involvement decision because carpet is expensive and self-expressive. In this

case, because perceived differences are not large, buyers may shop around to learn what is
available, but buy relatively quickly. They may respond primarily to a good price or to a
purchase convenience. After the purchase, consumers might experience post-purchase
dissonance (after-sale discomfort) when they notice certain disadvantages of the purchased
carpet brand or hear favorable things about brands not purchased. To counter such
dissonance, the marketer‟s after-sale communications should provide evidence and support to
help consumers feel good about their brand choices.
Habitual Buying Behavior
It occurs under conditions of low consumer involvement and little significant brand
difference. For example, take salt. Consumers have little involvement in this product
category; they simply go to the store and reach for a brand. If they keep reaching for the same
brand, it is out of habit rather than strong brand loyalty. Consumers appear to have low
involvement with most low-cost, frequently-purchase products. Because they are not highly
involved with the product, consumers may not evaluate choice after purchase. Thus, the
buying process involves brand beliefs formed by passive learning, followed by purchase
behavior, which may not evaluate the choice even after purchase behavior, which may or may
not be followed by evaluation. As buyers are not highly committed to any brand, marketers of
low involvement products with few brand differences often use price and sales promotions to
stimulate product trail.
Variety Seeking Buyer Behavior
Consumers undertake variety-seeking buying behavior in situations characterized by low
consumer involvement, but significant perceived brand differences. In such cases, consumers
often do a lot of brand switching. For example, when purchasing cookies, a consumer may
hold some beliefs, choose a cookie brand without much evaluation, then evaluate that brand
during consumption. But the next time, the consumer might pick another brand out of
boredom or simply to try something different. Brand switching occurs for the sake of variety
rather than because of dissatisfaction. The market leader will try avoiding out-of-stock
conditions, and running frequent reminder advertising. Challenger firms will encourage
variety seeking by offering lower prices, deals, coupons, free samples and advertising that
presents reasons for trying something new.
Impulse and Planned Buying
The purchase of an ice cream may be planned or made on impulse. In some cases, a purchase

may be planned in advance, but the timing of the actual purchase may be decided on the
impulse of the moment. Impulse buying is sometimes classified into reminder buying or
suggestion buying. National advertisers try through displays in retail stores to remind the
buyer of products he has seen advertised. Toothpaste is an example. Suggestion buying
occurs when the consumer‟s sees a product displayed and realizes that he could use it. An
example would be a cigarette lighter. Impulse buying has grown particularly with the
development of the self-service retail store.
Buying Decisions:
Consumer buying behavior is influenced by the buyer‟s decision making process. The buying
situation can vary from one of routine-response behaviors to limited problem solving to
extensive problem solving. Buying is not a single act but a multi-component decision on the
need class, generic class, product class, product form, brand, vendor, quantity, timing and
method of payment. The buyer goes through a process consisting of need arousal,
information search, evaluation behavior, purchase decision and post-purchase feelings. At
each decision stage, characteristics of the buyer, product, seller and selling situation interact
to influence the buying outcome. A person‟s buying behavior is the result of the complex
interplay of all these cultural, social, personal, and psychological factors. More complex
decision usually involve more buying participants and more buyer deliberation. Consumers
undertake complex buying behavior when they are highly involved in a purchase and
perceive significant differences among brands. Marketers of high-involvement products must
understand the information gathering and evaluation behavior of high-involvement
consumers.
Buying decision process:
Need Recognition:
The buyer senses a difference between his or her actual state and some desired state. The
need can be triggered by internal stimuli when one of the person‟s normal needs – hunger,
thirst, sex, etc. rise to a high enough to become a drive. From previous experience, the person
has learned how to cope with this drive and is motivated toward objects that he or she knows
will satisfy it.
Information Search:
The consumer can obtain information from any of several sources. These include: personal
sources (family, friends, neighbours, and acquaintances), commercial sources (advertising,

salespeople, dealers, packaging and displays), public sources (mass media, consumer-rating
organizations) and experimental sources (handling, examining and using the product). The
relative influence of these information sources varies with the product and the buyer. The
most effective sources, however, tend to be personal. Personal sources appear to be even
more important in influencing the purchase of services. Commercial sources normally inform
the buyer, but personal sources legitimize or evaluate products for the buyer. The marketer
should carefully identify consumer‟s sources of information and the importance of each
source.
Evaluation of Alternatives:
The marketer needs to know about the alternative evaluation, that is, how the consumer
processes information to arrive at brand choices. Each consumer is trying to satisfy some
need and is looking for certain benefits that can be acquired by buying product or service.
Further, each consumer sees a product as a bundle of attributes with varying capacities for
delivering these benefits and satisfying the need. Marketers should be more concerned with
attribute importance than attribute salience.
.
Purchase Decision:
Purchase decisions often begin with trial purchases of limited quantities. Repeat purchases
are closely related to brand loyalty. Store choice is an important factor in purchase decisions.
The bulk of consumer spending occurs in stores, but catalog sales comprise an increasing
percentage of retail sales. The purchase decision includes decisions on financing, installation,
related products and services. The marketing implications of purchase decisions depend on
whether a mass-marketing approach or market-segmentation approach is adopted. Generally,
the consumer‟s purchase decision will be to buy the most preferred brand, but two factors can
come between the purchase intention and the purchase decision. They are attitudes of others
and unexpected situational factors.
Post-Purchase Behavior:
In the post-purchase evaluation, consumers compare the product‟s performance against their
expectations. Cognitive dissonance occurs when consumers feel a discrepancy between their
expectations of a product and its performance. Follow-up advertising can be designed to
reassure consumers that they have made the right choice. Consumers base their expectations
on messages they receive from sellers, friends and other information sources. If the seller
exaggerates the product‟s performance, consumer expectations will not be met, a situation

that leads to dissatisfaction. The larger the gap between expectations and performance, the
greater is the consumer‟s dissatisfaction. On the other hand, every purchase involves
compromise. Consumers feel uneasy about acquiring the drawbacks of the chosen brand and
about losing the benefits of the brands not purchased. Thus, consumers feel at least some
post-purchase dissonance for every purchase. A satisfied customer buys again, talks
favorably to others about the product, pays less attention to competing brands and advertising
and buys other products from the company.
Factors affecting brand preference
Brand adoption or preference has been receiving increased attention in extant literature.
Cooper (1993) noted that most new innovations come with high risks as most of them failed
in the marketplace creating the need for marketers to have a clear understanding of success
factors in brand adoption. Theories of adoption have often been used to explain how
consumers form preferences for various goods and services (Rogers, 1995; Tornasky and
Klein, 1982; Mason, 1990; Charlotte, 1999). Generally, these theories emphasize on the
importance of complexity, compatibility, observability, triability, relative advantage, risk,
cost, communicability, divisibility, profitability, social approval, and product characteristics
in brand preference (Wee, 2003). The relative importance of each factor depends on the
nature of industry under consideration, location and social characteristics of the consumers of
the different brands.
Consumer choice behavior has also been studied using the five-step process step (need–
information search–evaluation of alternatives– purchase–post-purchase evaluation) problem
solving paradigm or through the progression of consumer choice from a product class to
brand choice (Dorsch et al., 2000).
Discrete choice models (Chintagunta, 1999; Bockenholt and Dillon, 2000) or neural networks
to model selection decisions (Papatla et al., 2002) have also been used in brand choice
research. Wee (2003) conducted a study to identify the factors affecting adoption of new
product innovations in the consumer electronic industry of Singapore using qualitative (focus
group discussions) and quantitative research techniques (survey with 151 respondents in the
16 - 35 year age group). The researcher considered two brands, the Mini Disc and the MP3
Portable player. Using factor analysis, seven factors were identified as critical in effecting
adoption of a player: relative advantage, perceived risk, complexity, compatibility,
observability, image and trialability. Of these factors, relative advantage conferred by the

player was the most important factor that consumers valued in their adoption decisions. Li
and Houston (1999) employed a sample of 1200 consumers in Taiwan to determine factors
underlying choice of market innovations. Price level, product variety and marketing
communications factors were identified as promoters of choice. The promotional (marketing
communications) mix has various elements – advertising, sales promotion, direct marketing,
exhibittions, sponsorship, personal selling, word of mouth, merchandising, public relations,
relationship marketing, corporate image and reputation etc.
Karjaluoto et al. (2005) investigated the consumer choice in the context of the mobile phone
industry in Finland using a sample of 196 respondents. Twenty-four questions were used to
assess consumer motivations in mobile phone choice. Seven estimated factors influencing
mobile phone choice were Innovative services, multimedia, design, brand and basic
properties, outside influence, price, and reliability explain and these accounted for about 70%
of the total variance. Some of the important product decisions in any marketing context are
product, variety, product performance, product features, product design, product presentation,
sizes etc (Doyle, 2002).
Consumer surveys often reveal that quality is one of the most important decision factors for
consumers, if not the most important (Keller, 2000). Product quality stands for the ability of a
product to perform its functions (Kotler, 2003).
Consumer Behavior Analysis
Proctor et al. (1982) noted that the principle aim of consumer behavior analysis is to explain
why consumers act in particular ways under certain circumstances. It tries to determine the
factors that influence consumer behavior, especially the economic, social and psychological
aspects which can indicate the most favoured marketing mix that management should select.
Consumer behavior analysis helps to determine the direction that consumer behavior is likely
to make and to give preferred trends in product development, attributes of the alternative
communication method etc. consumer behaviors analysis views the consumer as another
variable in the marketing sequence, a variable that cannot be controlled and that will interpret
the product or service not only in terms of the physical characteristics, but in the context of
this image according to the social and psychological makeup of that individual consumer (or
group of consumers).
Source of Influence:

Zacharias et al. (2009) found that irrespective of the occupation, respondents of their study
felt that friends and relatives strongly influence a consumer decision. Erda (2009) found those
personal sources; especially family and friends' influence consumer decision making in rural
markets. He found that about 29% of the sample was influenced by family and 18% by
friends while taking a decision to purchase products.
Dhumal et al. (2009) observed that peer group has a significant effect on the purchasing
pattern of rural consumers especially branded products. Gupta and Mittal (2009) observed
that head of the family has the highest influence on the purchase of products followed by
retailers, family members and relatives.
Velayudhan (2009) found that the influence of personal sources of information is higher in
rural areas when compared to urban areas. He also found that informal referent groups largest
sources of information in rural markets. Incidentally, more educated consumers also used
informal referent groups.

1. Demographic Factors
The major demographic factors which influence the consumer buying behaviour are analyzed
based on descriptive analysis. The factors which are discussed and analyzed are Age,
Education, and Monthly Income. These factors fall under the two major classification which
affects the consumer buying behaviour known as Personal and Social Factors.
Exhibit 4.1: Chart shows the detail of age group
S.No Age group Frequency Percent
1 Below 25 yrs 31 62
2 Below 25-30 yrs 19 38
3 30-40 yrs - -
4 Above 40 yrs - -
5 Total 50 100
Pie chart shows the detail of age group
Interpretation:
This chart shows that the majority 62% of the respondents were under the age group of below
25 years and the minority of 38% were under the age group below 25- 30 years. The obvious
implications of this finding are dominance of youths in the market for the products of
Yamaha brand.
Age Group
Below 25 years
Below 25-30 yeaars
30-40 years
Above 40 years

Exhibit 4.2: Chart shows the detail of Education qualification:
S.No Qualification Frequency Percent
1 SSSLC - -
2 PUC 5 10
3 Degree 45 90
4 Other - -
5 Total 50 100
Graph shows the detail of Education qualification:
Interpretation:
The above chart shows that majority of 90% of the respondents are degree qualified and the
minority of 10% of respondents are PUC.
0
5
10
15
20
25
30
35
40
45
50
SSLC PUC Degree Other

Exhibit 4.3: Chart shows the Details of monthly income of the family:
S.No Income level Frequency Percent
1 Rs 5000-Rs 10000 15 30
2 Rs 10000-Rs 20000 25 50
3 Above 20000 10 20
4 Total 50 100
Pie chart shows the Details of monthly income of the family:
Interpretation:
The Exhibit 4.3 shows that the majority 50% of respondents was earning between 10000 -
20000 rupees per month and the minority 30% of respondents were earning between 5000-
10000 rupees per month. This suggests that the medium income level person prefers Yamaha
bike more than others
Income Level
Rs 5000-Rs10000
Rs 10000-Rs 20000
Above 20000

Exhibit 4.4: Chart shows the Medium of communication that influences Brand
Preference
S.No Communication Medium Frequency Percentage
1 Print Media 3 6
2 Electronic Media 22 44
3 Word of Mouth 13 26
4 Sales Promotion 12 24
5 Total 50 100
Graph shows the Medium of communication that influences Brand Preference:
Interpretation:
The above chart shows that majority of 44% of respondents got influenced towards Yamaha
bike through Electronic media and the minority of 6% of respondents influenced through
Print media. It suggests that the Electronic media influences Brand Preference much higher
than other media of communication.
0
5
10
15
20
25
Print Media Electronic Media Word of Mouth Sales Promotion
Communication Medium

Exhibit 4.5: Chart shows the Reason for Preferring Yamaha brand
S.No Reason Frequency Percent
1 Quality 30 60
2 Availability 17 34
3 Price 2 4
4 Service 1 2
5 Total 50 100
Graph shows the Reason for Preferring Yamaha Brand
Interpretation:
The chart shows that the Quality plays the major reason in preferring Yamaha brand for 60%
of customers followed by the availability of product 34%.
0
5
10
15
20
25
30
Quality Availability Price Service

Exhibit 4.6: Chart shows the percentage of Product Features
S.No Attributes Price Style Color Mileage Less M Power Performance Technology
1 Highly
Dissatisfied
2.5 3.3 0 0.8 2.5 0 0.9 3.4
2 Dissatisfied 6.7 5.0 3.3 34.2 33.3 12.5 11.7 18.3
3 Neutral 37.3 28.3 35.8 45.0 37.5 35.0 35.8 35.0
4 Satisfied 43.3 35.0 37.5 15.8 16.7 37.5 38.3 32.5
5 Highly
Satisfied
10.2 28.4 23.4 4.2 10.0 15.0 13.3 10.8
6 Total 100 100 100 100 100 100 100 100
Pie chart shows the Detail of Percentage of Product Features:
Price
Style
Color
Mileage
Less Maintainance
Power
Performance
Technology

Graph shows the Detail of Percentage of Product Features:
Interpretation:
This chart shows that majority 43.3%, 35%, 37.5%, 37.5%, and 38.3% of respondents are
satisfied with the price, style, color, power and performance of their bike respectively. This
table also shows that majority 45.0%, 37.5% and 35% of respondents are neither satisfied nor
dissatisfied with the mileage, less maintenance, and technology of their bike respectively.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

Exhibit 4.7: Chart shows the Role of availability in the selection of Brand
S.No Role of availability Frequency Percent
1 Very High 15 30
2 High 25 50
3 Average 10 20
4 Low - -
5 Very Low - -
6 Total 50 100
Graph shows the Role of availability in the selection of Brand:
Interpretation:
The chart shows that the majority 50% of respondent‟s opinions was high about the role of
availability of product in the selection of brand and the no response in the last two rating
shows that the importance of availability is always higher in the selection of brand.
0
5
10
15
20
25
Very High High Average Low Very Low
Availability

Exhibit 4.8: Chart shows the Trust level of Yamaha brand
S.No Trust Level Frequency Percent
1 Very High 18 36
2 High 21 42
3 Average 9 18
4 Low 2 4
5 Very Low - -
6 Total 50 100
Graph shows the Trust level of Yamaha brand:
Interpretation:
The chart shows that the majority 42% of respondents opinion was high about their trust level
on the Yamaha brand and the no response on the „Very Low‟ rating of the Trust level shows
that all the respondents possess atleast some Trust on the Yamaha Brand.
0
5
10
15
20
25
Ver High High Average Low Very Low

Exhibit 4.9: Chart shows the duration of using Yamaha bike
S.No Duration Frequency Percent
1 Less than 1 year 9 18
2 Two years 19 38
3 Three years 12 24
4 More than 3 years 10 20
5 Total 50 100
Pie chart shows the duration of using Yamaha bike:
Interpretation:
The chart shows that majority 38% of respondents have been using Yamaha bike from the
past two years and minority 18% of respondents have been using Yamaha bike less than one
year.
Less than one Year
Two years
Three years
More than 3 years

Exhibit 4.10: Chart showing Respondents level of promoting Yamaha Brand to others
S.No Level of Promotion Frequency Percent
1 Very High 2 4
2 High 20 40
3 Average 28 56
4 Low - -
5 Very Low - -
6 Total 50 100
Graph showing Respondents level of promoting Yamaha Brand to others:
Interpretation:
The chart shows that an average 56% of respondents will promote Yamaha brand to others
and the minority 4% of respondents will never promote the brand to others. This result not
only shows the brand loyalty of the customer but also shows the impact in the word of mouth
communication medium.
0
5
10
15
20
25
30
Very High High Average Low Very Low
Level of Promotion

Exhibit 4.11: Chart shows the mode of Purchase
S.No Purchase Mode Frequency Percent
1 By Full Cash 31 62
2 EMI 19 38
3 Total 50 100
Pie chart shows the mode of Purchase:
Interpretation:
This chart shows that the majority 62% of respondents preferred to buy bike by full cash and
the minority 38% of respondents preferred EMI. It suggests that the majority of the customer
to buy bike by paying full cash rather than going for EMI.
Mode of Purchase
By Full Cash
EmI

Exhibit 4.12: Chart shows major role player in decision making in purchasing the bike
S.No Decision Maker Frequency Percent
1 Father 5 10
2 Mother 4 8
3 Friends 13 26
4 Self 28 56
5 Others - -
6 Total 50 100
Graph shows major role player in decision making in purchasing the bike:
Interpretation:
This chart shows that the majority 56% of respondents was the final decision maker for
purchasing the bike and the minority 8% of respondents opinion was Mother. It suggests that
the respondents are the ultimate decision maker in buying the bike.
0
5
10
15
20
25
30
Father Mother Friends Self Others

Exhibit 4.13: Chart showing the Percentage of showroom attributes
S.No Rating Infrastructure Availability Response Knowledge Service
1 Excellent 3.3 4.2 3.3 5.0 10.0
2 Good 50.0 50.8 24.2 38.3 28.3
3 Average 42.5 32.5 55.0 45.8 41.7
4 Poor 3.3 11.7 16.7 9.2 15.8
5 Awful 0.9 0.8 0.8 1.7 4.2
6 Total 100 100 100 100 100
Pie chart showing the Percentage of showroom attributes
Showroom attributes
Infrastructure
Availability
After Sales Response
Knowledge of Sales man
Service

Graph showing the Percentage of showroom attributes:
Interpretation:
The chart shows that the majority 50% and 50.8% of respondents rated the infrastructure of
the showroom and the product availability of the showroom was good respectively. The table
also shows that the majority 55%, 45.8% and 41.7% of respondents rated the after sales
response of the dealer, Knowledge of salesman and the service of the dealer was average
respectively.
0
20
40
60
80
100
Awful
Poor
Average
Good
Excellent

Exhibit 4.14: Chart showing Percentage of Satisfaction towards some Significant
Attributes
S.No Satisfaction Level Safety Comfort Availability Product
Price
Spare part
price
1 Highly Satisfied 8.4 7.5 6.7 1.6 5.0
2 Satisfied 63.3 68.3 29.2 45.0 27.5
3 Neutral 27.5 24.2 58.3 41.7 53.3
4 Dissatisfied 0.8 - 5.8 11.7 14.2
5 Highly Dissatisfied - - - - -
6 Total 100 100 100 100 100
Pie chart showing the details of some significant attributes
Safety
Comfort
Availability of spare parts
Price of the Produce
Price of the spare parts

Graph showing the details of some significant attributes:
Interpretation:
The chart shows that the majority 63.3%, 68.3% and 45% of respondents were satisfied with
the safety, comfort and the price of their bike respectively. The table also shows that the
majority 58.3% and 53.3% of respondents were neither satisfied nor dissatisfied with the
availability of the spare parts and the price of the spare parts of their bike respectively.
0
20
40
60
80
100
120
Safety Comfort Availability of
spare parts
Price of the
Produce
Price of the
spare parts
Highly Dissatisfied
Dissatisfied
Neutral
Satisfied
Highly Satisfied

Exhibit 4.15: Chart shows the need for buying the bike
S.No Need Frequency Percent
1 Status symbol 5 10
2 Utility Vehicle 25 50
3 Long journey 7 14
4 Vehicle style 13 26
5 Total 50 100
Pie chart shows the need for buying the bike:
Interpretation:
This chart shows the majority 50% of respondents buy the bike for utility purpose and the
minority 10% of respondents will buy the bike for status symbol.
Status Symbol
Utility vehicle
Long journey
Vehicle style

Exhibit 4.16: Chart shows the Respondents Level of Recommendation of Dealer to
Others
S.No Level of Recommendation Frequency Percent
1 Highly recommended 3 6
2 Recommended 30 60
3 Neutral 10 20
4 Not recommended 2 4
5 Highly Not recommended 5 10
6 Total 50 100
Graph shows the Respondents Level of Recommendation of Dealer to Others:
Interpretation:
The chart shows the majority 60% of respondents will recommending dealer to others and the
minority 10% of respondents will not recommend dealer to others.
0
5
10
15
20
25
30
35
Highly
recommended
Recommended Neutral Not
recommended
Highly not
recommended

Exhibit 4.17: Chart shows the Overall Satisfaction of the Yamaha bike of the
Respondents
S.No Satisfaction Level Frequency Percent
1 Highly satisfied 5 10
2 Satisfied 23 46
3 Neutral 20 40
4 Dissatisfied 2 4
5 Highly Dissatisfied - -
6 Total 50 100
Graph shows overall satisfaction of Yamaha bike of the Respondents:
Interpretation:
The chart shows that the majority 46% of respondents were satisfied with their Yamaha bike
after purchase. This suggests that the majority of the customers don‟t experience the post
purchase dissonance. It is because of the marketer‟s after sale communication which provides
evidence and support to help customers feel good about their brand choice.
0
5
10
15
20
25
Highly Satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied

5.1 Findings
1. The majority 62% of respondents were under the age group of below 25 years and the
minority 38% of respondents were the age below 25- 30 years.
2. The majority 90% of respondents are degree qualified and minority 10% of
respondents are PUC qualified.
3. The majority 50% of respondents were earning between 10000- 20000 rupees per
month and the minority 30% of respondents were earning between 5000- 10000
rupees.
4. The majority 44% of respondents got influenced towards Yamaha bike through
Electronic media and the minority of 6% of respondents influenced through Print
media.
5. The majority 43.3%, 35%, 37.5%, 37.5%, and 38.3% of respondents are satisfied with
the price, style, color, power and performance of their bike respectively I also found
that majority 45.0%, 37.5% and 35% of respondents are neither satisfied nor
dissatisfied with the mileage, less maintenance, and technology of their bike
respectively.
6. The majority 60% of respondents prefer Yamaha bike for quality and the minority
30% of respondents prefer Yamaha bike for availability.
7. The majority 50% of respondents opinions was high about the role of availability of
product in the selection of brand and the minority 20% of respondents opinion were
average.
8. The majority 42% of respondents opinion was high about their trust level on the
Yamaha brand and the minority 4% of respondents opinion was low.
9. The majority 38% of respondents have been using Yamaha bike from the past two
years and minority 18% of respondents have been using Yamaha bike less than one
year.
10. The majority 50% of respondents buy the bike for utility purpose and the minority
10% of respondents will buy the bike for status symbol.

11. The average 56% of respondents will promote Yamaha brand to others and the
minority 4% of respondents will never promote the brand to others. This result not
only shows the brand loyalty of the customer but also shows the impact in the word of
mouth communication medium.
12. The majority 62% of respondents preferred to buy bike by full cash and the minority
38% of respondents preferred EMI. It suggests that the majority of the customer to
buy bike by paying full cash rather than going for EMI.
13. The majority 56% of respondents was the final decision maker for purchasing the bike
and the minority 8% of respondents opinion was Mother. It suggests that the
respondents are the ultimate decision maker in buying the bike.
14. The majority 50% and 50.8% of respondents rated the infrastructure of the showroom
and the product availability of the showroom was good respectively. It also shows that
the majority 55%, 45.8% and 41.7% of respondents rated the after sales response of
the dealer, Knowledge of salesman and the service of the dealer was average
respectively.
15. The majority 63.3%, 68.3% and 45% of respondents were satisfied with the safety,
comfort and the price of their bike respectively. The table also shows that the majority
58.3% and 53.3% of respondents were neither satisfied nor dissatisfied with the
availability of the spare parts and the price of the spare parts of their bike respectively.
16. The majority 60% of respondents will recommending dealer to others and the
minority 10% of respondents will not recommend dealer to others.
17. The majority 46% of respondents were satisfied with their Yamaha bike after
purchase. This suggests that the majority of the customers don‟t experience the post
purchase dissonance. It is because of the marketer‟s after sale communication which
provides evidence and support to help customers feel good about their brand choice

5.2 SUGGESSTIONS:
1. The study revealed that the Brand Preference for Yamaha bike among customers in
Mysore is high among the youths and the maximum of current Yamaha customers are
showing the Brand Loyalty.
2. The study also revealed that the major factor which influence the preference for
Yamaha Brand is performance followed by the style of the product. But the study
shows that the price factor is only satisfied, not even 50% of respondents. It is because
of high cost of the Yamaha two wheelers. The Sales of the Yamaha two wheelers can
be increased by reducing cost of the product which is the third major factor which
influences the Brand preference.
3. The two most important factors in a bike are Safety and Comfort. From the study it
was discovered that more than 50% of respondents are satisfied with the Safety and
Comfort Level of the Yamaha bike. But they are still some issues which need to be
look over in the safety and comfort aspects. From the open-ended suggestion also,
most of the customer‟s opinion was that Yamaha two wheelers are lacking in those
aspects. The main aspects which the Yamaha has to concentrate are „Powerful
Headlights‟ and „Braking‟.
4. The Yamaha company should concentrate on the after-sale communications which
provide evidence and support to help customers feel good about their Brand choices.
It helps in reducing after-sale discomfort.

5.3 CONCLUSION
After the completion of this project, I‟ve gained some new experience in the Field Research.
During survey, I‟ve met a large number of people with different perception and behavior. It
was a great opportunity for me to learn about the customer behavior and I utilized it properly
to learn the same. From this study, it is concluded that the Brand Preference for Yamaha two
wheelers among customers is higher in Mysore. However, Yamaha may improve into a
highly trustful and preferable brand if the suggestions are incorporated. It is difficult to
acquire new customers and it is more difficult to retain the existing customers. In the case of
two wheelers, purchase is an expensive and infrequent or risky purchase where customers
will face a high-involvement decision. So, not only for the initial purchase but also to ensure
the future purchase, it is advisable to implement the suggestions to retain the customers.

Questionnaire
Dear Respondent
I, Sandeep F (4MH12MBA38), a student of Maharaja Institute Of Technology-
Mysore, Department of Business Administration, is undertaking a Summer Internship Project
on “A Study of Brand Preference and Buying Pattern at Arjun Motors”. I solicit your
co-operation in filling up this questionnaire to facilitate completion of my project work. I
assure you that the response given will be kept confidential and will be used for academic
purpose only.
(Please (  ) the following attributes according to your degree of preference)
Part A - General Information
1. Name ……………………………………..
2. Gender:
a) Male ( ) b) Female ( )
3. Age
a) Below 25 yrs ( ). b) Below 25-30 yrs ( ). c) 30-40 yrs ( ). d) Above 40yrs ( ).
4. Occupation …………………………………………
5. Marital status
a) Married ( ). b) Unmarried ( ).
6. Education
a) SSLC ( ). b) PUC ( ). c) Degree ( ). d) Other ( ).
7. Monthly income of the family
a) Rs 5000- Rs 10000 ( ). b) Rs 10000- Rs 20000 ( ). c) Above 20000 ( ).

Part B - Brand Preference
1. What is the medium of communication that influences your Brand preference?
Print Media ( ). Electronic Media ( ). Word of Mouth ( ). Sales Promotion( )
2. What is the reason for preferring the Yamaha brand?
Quality ( ) Availability ( ) Price ( ) Service ( )
3. Give points to the following features of your Yamaha product.
Attribute Highly
Dissatisfied
Dissatisfied Neutral Satisfied Highly
Satisfied
Price
Style
Color
Mileage
Less
Maintenance
Power
Performance
Technology
4. Rate your Yamaha bike on the basis of following attributes.
Attribute Very High High Average Low Very Low
Role of
availability in
the selection of
brand
Trust level on
the Yamaha
brand
5. How long have you been using Yamaha Bike.
Less than one year ( ). Two years ( ). Three years ( ). More than three years.( )
6. What is the level that you promote the Yamaha brand to others?
Very High ( ). High ( ) Average ( ). Low ( ). Very Low ( )

PART C- Buying Pattern
1. Which mode of purchase do you prefer?
By Full Cash ( ). EMI ( )
2. Who plays the major role in decision making for purchasing the bike?
Father ( ). Mother ( ). Friends ( ). Self ( ). Others ( )
3. For what purpose you want to have bike.
Status symbol( ). Utility vehicle ( ). long journey( ) vehicle style ( )
4. Rate your Yamaha bike on the basis of following attributes.
Attributes Highly
satisfied
Satisfied Neutral Dissatisfied Highly
Dissatisfied
Safety
Comfort
Availability
of spare parts
Price of the
product
Price of the
spare parts
5. Rate the showroom attributes
6. Will the location of the showroom affect your purchase decision?
Yes ( ). No ( )
Attributes Excellent Good Average Poor Awful
Infrastructure
Availability
After sales
response
Knowledge of
Sales man
Service

7. Do you recommend your dealer to others?
Highly Recommend ( ). Recommend ( ). Neutral ( ). Not Recommend ( )
Highly Not Recommend ( ).
8. What is your overall satisfaction level with regards to the Yamaha bike?
Highly Satisfied ( ). Satisfied ( ). Neutral ( ). Dissatisfied ( )
Highly Dissatisfied ( )
9. What do you expect more from your Yamaha bike? (Eg: New Features or other
recommendations)
Date: Signature of Respondent

BIBILOGRAPHY
REFERENCE BOOKS:
 Philip kotler: Principles of Marketing 7th
Edition: Pearson Publication.
 Saxena and Ragan: Marketing Management: Tata McGraw Hill 3rd
Edition
 Wayne D Hoyer, Deborah J Maclnnis: Consumer Behavior.
WEBLIOGRAPHY
 WWW.WIKIPEDIA.ORG
 WWW.YAMAHA-MOTORS-INDIA.COM.
 WWW.BOOKS.GOOGLE.CO.IN
MAGZINES
 BUSINESS TODAY
 BUSINESS WORLD

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