1. YAMAHA
RAY

2. A STUDY ON PERCEPTIONAL
CHANGE OF YAMAHA CUSTOMERS

3. History
 Yamaha CEO Genichi Kawakami took Yamaha into the
field of motorized vehicles on July 1, 1955
 Yamaha Motor produces motorcycles, all-terrain
vehicles, boats, marine engines including
outboards, automobile engines, personal watercraft and
snowmobiles
 In 2000, Toyota and Yamaha Corporation made a capital
alliance in which Toyota paid Yamaha Corporation ¥10.5
billion for a 5 per cent share in Yamaha Motor Company
while Yamaha and Yamaha Motor each bought 500,000
shares of Toyota stock in return.

4. PROBLEM
IDENTIFIED
Will Yamaha’s foray
into the scooters
segment change the
general perception of
the customers?

5. Objectives
PRIMARY OBJECTIVE:
 To analyze the perceptional change of the customers with
Yamaha’s foray into scooter segment.
SECONDARY OBJECTIVES:
 To study the relationship between the age of respondents and their perception of Yamaha scooters.
 To study the relationship between the gender of respondents and their perception of Yamaha scooters.
 To understand Yamaha’s ability to excel in scooter segment.
 To analyze the impact of market share of Yamaha.
 To understand the brand preference for scooters.

6. Scope
The success of any company is not all about establishing
a brand but also on the perception of its customers.
Yamaha, a powerful brand which has always been looked
upon as male brand, has now entered the scooter segment
for women. Will it change the general perception of the
customer on Yamaha?

7. Research Methodology
TITLE - Perception change of Yamaha due to its
intervention in the scooter’s segment
RESEARCH DESIGN
 Sampling design
 Questionnaire design
 Statistical design

8. SAMPLING DESIGN
 SAMPLE AREA: SRM University Campus
 SAMPLE SIZE: 100
 AGE GROUP: 18-45
 GENDER: Male and Female
 DURATION: One Month
 SAMPLING TECHNIQUE: Non probability sampling
(convenience sampling)
 INSTRUMENT USED: Questionnaire

9. Statistical Design
SPSS 16.0 was used for analyzing the data using the
following tools
 DESCRIPTIVE STATISTICS
 CHI SQUARE TEST
 ANOVA
 CORRELATION
 REGRESSION

10. Can Yamaha excel in scooter .019 -1.523
segment
Which gender may prefer scooter from -.020 -1.727
an all male brand like Yamaha
Which gender may prefer scooter from -.020 -1.727
an all male brand like Yamaha
INTERPRETATION:
The Distribution is normal for the following variables where skewness ranges between -1 to +1 and kurtosis
ranges between -2 to +2. The variables are:
Gender, Age of respondents, Preference, target women, Perspective, Excel segment, Brand priority, Changes
brand name, Impact on market share, meant for male, Race bike, Power packed, Economy priced, Women
dominance in Scooter Segment, localized.

11. CHI SQUARE
 INTERPRETATION:
 it can be inferred that thefollowing are the variables
for which null hypothesis is rejected i.e. there is
significant difference between the observed and the
expected valuesfor the following variables
 Gender, Age of respondents, Preference, Changes
brand name, Impact on market share, meant for
male, Race bike, Power packed, Economy priced
Women dominance in Scooter Segment.

12. ANOVA
 INTERPRETATION:
 it can be inferred that the following are the variables for
which null hypothesis is rejected (impact on intervention
and Yamaha is power packed). Therefore
 There is variance existing between Gender and the impact
on the intervention of scooters of Yamaha.
 There is variance existing between Gender and their
perception change towards the brand because Yamaha is
power packed.

13. Major Findings
 Most of the respondents lie between age group 18-25.
 Students prefer scooters more compared to working
women’s and senior citizens.
 Most of the respondents feel scooters do not target only
women.
 Most of the respondents are not sure of Yamaha excelling
in scooter segment.
 Almost all the respondents feel that there will be an impact
on the market share of Yamaha bikes due to its foray in
scooters.

14. Strength
 Brand value
 An open market
 The rising fuel prices

15. Threats
 Red ocean market.
 Hinder the sale of bikes.

16. Suggestions
 It is the students who prefer Yamaha scooters compared to
working women or senior citizens and the management
should try to position the product in such a way college
goers would be their segment to target.
 Since most of the respondents have felt that Scooters of
Yamaha is not meant for female alone and hence Men
segment must also be considered as focus groups and male
celebrity should be made for Yamaha scooters.
 Most of the respondents have felt that there would be an
Impact on the market share of Yamaha and management
must make a 360 degree view and make sure they do not
lose their market share on Yamaha bikes which is their cash
cow category.

17. Conclusion
Competition within the industry is very high. As there are
number of players like TVS, Honda, etc. in the market.
It’s a red ocean market for Yamaha scooter and they have
their work cut out. Yamaha’s bikes category has grown to
an extent where bikes like R15 are imported to Japanese
market. Yamaha motors should make sure they do not
lose their market share on bikes due to its intervention in
scooter segment and there by losing its brand identity and
perceptional change. There would be a lot of expectations
from brand lovers of Yamaha about its new product
development and the management should try to satisfy its
loyal customers.

18. Team
Muthu Swamy
Sidarth Ramesh
“Fazer” Vinoth
Abernesh Justin