A Study on Customer Satisfaction Towards Yamaha R15
A R SAI 1 P PRADEEP KUMAR 1
J MOHAMMED THOWFIC 1 MS. REYYA PAWANI 2
1 Research Student, MBA Department in School of Management Studies, Sathyabama University, Chennai, Tamil Nadu.
2 Research Guide & Assistant Professor, MBA Department in School of Management Studies, Sathyabama University,
ABSTRACT
This study aims to evaluate the level of customer satisfaction among Yamaha R15 users, with a specific focus on Chennai and its surrounding areas. Yamaha R15 is a popular sports commuter motorcycle that appeals to young adults and working professionals due to its high performance, sporty design, and brand value. The objective of the study was to understand customer preferences, identify the key factors influencing satisfaction, and analyse areas where improvements are required.
A structured questionnaire was designed to collect primary data from 141 Yamaha R15 owners. Respondents were selected through convenient sampling. The study focused on demographic profiles, duration of usage, reasons for purchase, and customer perceptions regarding performance, comfort, mileage, pricing, after-sales service, spare part availability, and overall satisfaction. The collected data was analysed using simple percentage methods and chi-square tests to interpret relationships between variables. Findings revealed that the majority of customers chose Yamaha R15 for its performance and style. Most respondents were from the 18–25 age group and were working professionals.
While customers expressed high satisfaction with the bike’s engine performance and design, concerns were raised about long-ride comfort, mileage, and accessibility of spare parts. Though over half were satisfied with after-sales service, a significant portion found it lacking in responsiveness and support.
The study concludes that while Yamaha R15 enjoys strong brand loyalty and positive perception, there is scope for improvement in service quality, comfort, and efficiency.
Keywords: Customer Preference, Customer Satisfaction, Yamaha, Two-Wheeler Market, Chennai District, Brand Loyalty, Motorcycle Performance, Comfort, Mileage.
