Marketing and Significant Relationship

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1.0 EXECUTIVE SUMMARY
This study was conducted with a view to figure out Yamaha’s standing among dealers in the North, Central and East Delhi region and also to find out the customer’s preferences with respect to two wheelers and their brands. This study was done during the months of May and June and hence the data displayed has been collected during the before mentioned period.

The various parts of the report have been categorized under various heads including: Executive Summary, Research Methodology, Literature Review, Findings and Analysis followed by Recommendations made on the basis of the findings of the study. These sections are followed by a Case study analyzing the present situation of India Yamaha Motors in the country.

Jinder Yamaha was the clear cut winner in the dealership rating exercise. The mapping exercise showed the presence of three main pockets of dealerships in the North and East Delhi region whereas, the Central Delhi region had two pockets of dealerships. The customer satisfaction study pointed out that Yamaha should try to enhance its brand visibility to attract prospective customers and focus on 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.

2.0 RESEARCH METHODOLOGY
2.1 OBJECTIVES
• To study and rate the dealerships in the two wheeler industry in the North, Central and East Delhi region. • To map the dealerships in the North, Central and East Delhi region. • To study the customer preferences with respect to the two wheeler industry in India.

2.2 HYPOTHESES

H0 = There is a significant relationship between income group and brand owned by the people. H1= There is no significant relationship between income group and brand owned by the people.

H0 = There is a significant relationship between income group and the 1st information source for the people. H1= There is no significant relationship between income group and the 1st information source for the people.

H0 = There is a significant relationship between income group and the years of ownership of two wheelers by people. H1= There is no significant relationship between income group and the years of ownership of two wheelers by people.

H0 = There is a significant relationship between income group and the replacement of brands by people when buying their next two wheeler. H1= There is no significant relationship between income group and the replacement of brands by people when buying their next two wheeler.

H0 = There is a significant relationship between income group and the choice of features they value most in a two wheeler. H1= There is no significant relationship between income group and the choice of features they value most in a two wheeler.

H0 = There is a significant relationship between age group and brand owned by the people. H1= There is no significant relationship between age group and brand owned by the people.

H0 = There is a significant relationship between age group and the 1st information source for the people. H1= There is no significant relationship between age group and the 1st information source for the people.

H0 = There is a significant relationship between age group and the years of ownership of two wheelers by people. H1= There is no significant relationship between age group and the years of ownership of two wheelers by people.

H0 = There is a significant relationship between age group and the replacement of brands by people when buying their next two wheeler. H1= There is no significant relationship between age group and the replacement of brands by people when buying their next two wheeler.

H0 = There is a significant relationship between age group and the choice of features they value most in a two wheeler. H1= There is no...
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