A Study on Customer Perception on Yamaha Bikes in Tiruchirappalli Town

Abstract 

This study explores customer perception of Yamaha bikes in Tiruchirappalli town, aiming to understand factors that influence purchasing decisions and satisfaction levels among Yamaha bike owners. The research identifies key attributes such as brand image, product quality, pricing, service, and performance, which play a significant role in shaping customer perceptions. The researcher was collected data through structured questionnaire was distributed to a sample of 200 Yamaha bike customers in Tiruchirappalli,. The data using statistical methods to determine the relative importance of these factors. The findings indicate that Yamaha's brand reputation, product durability, fuel efficiency, and the overall riding experience are among the primary factors influencing customer preferences. Additionally, aspects like affordability and availability of service centres are significant determinants in maintaining customer loyalty. The study concludes that while Yamaha has a strong presence in the market, continuous improvement in after-sales service and addressing price concerns could enhance customer satisfaction and loyalty further. The research provides valuable insights for Yamaha's marketing strategies in the region and offers recommendations for better customer engagement. 

Keywords: Yamaha Bikes,Customer perception, Brand image, Motorcycle purchasing decision

References

1. Das, M., &Ghosh, A. (2023)."Understanding Consumer Preferences for Motorcycle Brands in Emerging Markets: A Case Study of India." Journal of Emerging Markets & Consumer Behavior, 14(2), 110-124.
2. Jain, D., & Jain, P. (2022)."Factors Influencing Consumer Perception and Purchase Intentions in the Indian Motorcycle Market."Journal of Consumer Research and Marketing, 15(2), 45-58.
3. Kumar, V., &Jadhav, A. (2021)."The Influence of Product Design and Aesthetics on Consumer Purchase Decisions in the Indian Motorcycle Industry."International Journal of Design and Innovation, 3(1), 56-70.
4. Patel, R., & Bhatt, H. (2020)."Impact of After-Sales Service on Customer Satisfaction in the Indian Motorcycle Industry."Journal of Business Research & Technology, 12(1), 90-102.
5. Gupta, P., & Sharma, A. (2019). "Consumer Buying Behavior Towards Motorcycle Brands in India: A Study of Rural vs Urban Segments." Indian Journal of Marketing, 49(5), 50-65.