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Consumer behavior towardsConsumer behavior towardsElectric Scooter atElectric Scooter at DoonDoon

Scooter IndiaScooter India

AmritAmrit PalPal KaurKaur

Roll no.704Roll no.704

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Introduction to projectIntroduction to project

It includes studying what consumers consider

while purchasing electric scooter, what is

source of information, who influence them topurchase electric scooter, for what purpose

they purchase electric scooter, are consumer

satisfied with the electric scooters

performance.

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Introduction to TwoIntroduction to Two--Wheeler IndustryWheeler Industry Two-Wheeler industry is one of the largest industries in the

automobile sector of global market

The Two-Wheeler (2W) industry has shown a healthy volume

growth of 21.9% during the period April-January 2010.

According to a new study entitled Electric Two-Wheeler

Vehicles Pike Research is forecasting that more than 466million electric bicycles and motorcycles and scooters will be

sold worldwide during the period from 2010 to 2016.

The annual global motorcycle market is currently around 80

million units a year , this anticipated explosion in electric

vehicle demand could double the size of the two wheeler

market.

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Trend in Two Wheeler Volumes by CategoryTrend in Two Wheeler Volumes by Category

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CompetitorsCompetitors

Model: TVS Teenz Electric

Manufacturer: TVS

Model: Hero Maxi

Manufacturer: Hero Electric, Ultra Motors

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Doon Scooter India (DSI)

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DOON SCOOTER INDIA(DSI) is formed withentrepreneurship skills of Chairman Mr. Ranjan

Chawla, Managing Director Mr. Rajeev Sachar.

Vision is to make India as greener earth by

contributing knowledge, experiences and efforts byintroducing cleaner energy products.

DSI offers Electric Scooter with high performance,

great design, cost-effective and dependability which

suits from college and graduate students, to suburban

riders

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Speed: 25 Km/ Hour

Range:70 Km/ CHARGE

VEHICLE weight :84 Kg

Battery type: Lead Acid Dry

Battery

Operating voltage: 250 W

Battery capacity:48V / 20 AH

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FeaturesFeatures::

-Cost .10paise Per Km.- Rechargeable Battery- Pollution Free- Easy Start- No Petrol-No License

- No registration

- Comfortable Seat- Big dickey- Strong body

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Introduction to Consumer BehaviorIntroduction to Consumer Behavior

Consumer behavior is the study of when, why, how,and where people do or do not buyproduct.

It blends elements frompsychology, sociology,

anthropology and economics. It attempts to understand the buyer decision making

process, both individually and in groups.

It also tries to assess influences on the consumerfrom

groups such as family, friends, reference groups, andsociety in general.

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Overall Model of Consumer BehaviorOverall Model of Consumer Behavior

Self-Concept&

Learning

Decision ProcessesExternal Influences

Internal Influences

CultureSubcultureDemographics

Social statusReference groups

Family

Marketing Activities

Perception

Learning

MemoryMotives

Personality

Emotions

Attitudes

Need Recognition

Information Search

Alt Eval & Selection

Outlet select & Purchase

Postpurchase

Processes

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OBJECTIVES OF STUDYOBJECTIVES OF STUDY

1. To know consumer decision making process for

purchase of electric scooter

2. To find out the factors consumers consider while

purchasing the e-scooter.

3. To study the customer satisfaction level.

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Research MethodologyResearch Methodology

Research methodology is a way to systematically

solve the research problem. It is used in studying

the research problem along with the logic behind it.

It includes

a) Research design : Descriptive research design is

used

b) Scope of study: The scope of study is limited to the

users of e-scooter, residing in Chandigarh, Mohali

& Panchkula

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Research MethodologyResearch Methodology

c) Data collection sources & methods:Primary Data: Collected using survey method & toolused was questionnaire.

Secondary data: Collected from internet, Magazine,company brochures.

d) Sampling Plan:

Sampling procedure: Non probability sampling

Sampling technique: Judgment

Sampling unit: Individual (consumer using e-scooter)

Sampling size: 60 individuals

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Finding and analysis(objective1)Finding and analysis(objective1)To know consumer decision making process forTo know consumer decision making process for

purchase of electric scooterpurchase of electric scooter

1. 45 % respondents purchase e- scooter for transport,

42% for convenience, 13% for status.

2. 37% respondents get information about e- scooterfrom friends & neighbors, 20% from advertisement,

18% from internet, 13 % from family, 8 % from

dealers, 4% from sales executive.

3. 33% respondents get influenced by friends &neighbors, 27 % by sales executive, 24 % by dealer,

16 % by family to purchase e-scooter.

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Finding and analysis(objective2)Finding and analysis(objective2)To find out the factors consumer consider whileTo find out the factors consumer consider while

purchasing the epurchasing the e--scooterscooterFactor Considered during purchase

Running cost 30%

Battery 26%

Market price 15%

Looks 10%

Comfort while riding 9%

Easy start 5%

Shocker 5%

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Finding and analysis(objective3)Finding and analysis(objective3)To study the customer satisfaction levelTo study the customer satisfaction level

Factors HS S NS

ND

D HD

Price 37 37 25 1 -

Mileage 13 70 17 - -

Battery 23 43 20 12 2

Looks 17 53 23 7 -

Motor 13 18 43 26 -

HS Highly

satisfied

S Satisfied

NS ND Neither

satisfied nor

dissatisfied

D DissatisfiedND Neither

dissatisfied

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Other FindingsOther Findings In this sample 55% respondents are male & 45 % are female.

50 % respondents are in age group of 15-25 years & 23 %

respondents are in age group of 25-45 years & 15 % are

below 15 years & 12 % respondents are above 45 years .

53 % respondents are students, 22 % are employees , 20 % are

businessmen & 5 % are housewives

90 % respondents are in favour and 10 % are against the e-

scooter is better then ordinary two wheeler.

52 % respondents had done the cash payment & 48 %

respondents used the credit mode of payment.

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Limitations of studyLimitations of study

The perception level of the respondents.

Availability of documents as sources of secondaryinformation.

Reliability of information collected from various public

information sources such as magazines and website. Respondents are not willing to fill the questionnaire.

Some of the respondents refuse to give the importantinformation best known to them.

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ConclusionConclusion

This research identified and evaluated theconsumer perception toward various factors

about electric scooter. Here most of the

respondents are consider the price, runningcost and the battery while purchasing a new

scooter. But the motor is one of the factor

which is effected the sales of electric scooter

because its performance is not good.

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SUGGESTIONSSUGGESTIONS

On the basis of this study, the following suggestions have beenmade to make the help in sales of electric Scooter moreeffective: -

There is need to bring more awareness of various others

feature of Electric Scooter brings to a consumer mind byproviding them vouchers and literatures in different regionallanguages.

There should be free, fair, justified and honest competitionamongst the various electric Scooter companies.

Manufacturer/dealer should be given timely information of thegovernments changed policies regarding two wheeler sector.