SecondHand Bike Preference- Marketing

8/12/2019 SecondHand Bike Preference- Marketing

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MP BIRLA INSTITUTE OF MANAGEMENT

CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES

M.P. Birla Institute of Manae!ent

An E"#lorator$ Stu%$

On

&Se'on% Han% Motor Bi(ePreferen'e in Banalore Cit$)

SUBMITTED B*+

Dee#a(

Hani(a V Ra,

Mit-un

Nites- Te(ani

Pre!a TVRee/a Sin-

Sa'-in V 0ina%e

Sa/it-a 1u#ta

Su!a N

Vi(as Set-

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ACKNOW2ED1EMENT

We are extremely great full to Dr Bislaia-, Professor

3MP Birla Institute Of Manae!ent4 for erm!tt!"g

us to #arry out t$!s stu%y&

We 'oul% l!(e to exress our rofou"% grat!tu%e to all

t$ose '$o $a)e $ele% us %!re#tly or !"%!re#tly !" t$e

#ourse of t$!s stu%y&

TAB2E O5 CONTENTS

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CONTENTS

PA1E NO

A'(nole%e!ent 6

Ta7le of 'ontents 8

2ist of ta7les 9 fiures :

;. E"e'uti/e su!!ar$

6.;; Ba'(roun% of stu%$ >

6.;6 State!ent of t-e #ro7le! ;8

6.;8 O7,e'ti/es ;8

6.;: H$#ot-esis ;:

6.6 Met-o%olo$ ;< 6.8 Results ;?

6.: Anal$sis 6?

6.< 2i!itations 8;

6.= Con'lusions 8;

6.> Suestions 9 Re'o!!en%ations 86

8. A##en%i" 8:

8.; Data 'olle'tion for!s 8:

8.6 Detaile% 'al'ulations 8> 8.8 1eneral ta7les 8?

8.: Bi7liora#-$ :=

2IST O5 TAB2ES

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5I1URE

NO

CONTENTS PA1E NO

; Ae rou#

6;6 In'o!e rou# 6;

8 Attri7utes influen'e 66

: Consu!ers #referen'e 68

< Consu!er 7e-a/iour 6:

= Poer @#i'(u# 6:

> Pri'e 6ero >o"%a Sle"%or !s t$e est fuel m!leage

motor!(e %ue to t$e fa#t t$at !t $as ee" r!#e% t$e est a"% !s also #o"s!%ere% t$e est

regar%!"g Pre a"% After Sales ser)!#e !s #o"s!%ere%&

;.8 CONC2USIONS

T$us ase% o" our a"alys!s of 8ual!tat!)e %ata t$at $a)e ee" %!s#usse%, 'e $a)e

arr!)e% at re#!se #o"#lus!o"s at t$e e"% of ea#$ #$ater, g!)!"g ma"ufa#turers, reta!lers #lear

!"s!g$t !"to t$e #ustomers er#et!o" o" t$e refere"#e of se#o"% $a"% motor !(es !" t$e

Ba"galore #!ty&

;.: RECOMMENDATIONS

T$e attr!utes '$!#$ $a)e ee" me"t!o"e% lay a )ery !morta"t role for a motor!(e

to e a su##ess !" t$!s segme"t of se#o"% $a"% t'o '$eelers, for examle fuel, m!leage, et#&

>ero >o"%a Sle"%or t$e motor!(e from >ero >o"%a Motors L!m!te% $as tur"e% out to e

t$e most su##essful motor!(e !" t$!s segme"t of se#o"% $a"% t'o '$eelers as !t sat!sf!es t$e

ma:or!ty of !morta"t attr!utes t$at t$e #o"sumer %es!res

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2.1 INTRODUCTION

6.;; BACK1ROUND O5 THE STUD*

AUTOMOBILE INUSTR

Follo'!"g I"%!as gro'!"g oe""ess, t$e arr!)al of "e' a"% ex!st!"g mo%els, easy

a)a!la!l!ty of f!"a"#e at relat!)ely lo' rate of !"terest a"% r!#e %!s#ou"ts offere% y t$e

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%ealers a"% ma"ufa#turers all $a)e st!rre% t$e %ema"% for )e$!#les a"% a stro"g gro't$ of t$e

I"%!a" automo!le !"%ustry&

Automo!le ealers Net'or( !" I"%!a

I" terms of *ar %ealer "et'or(s a"% aut$or!;e% ser)!#e stat!o"s, Marut! lea%s t$e a#( '!t$

ealer "et'or(s a"% 'or(s$os a#ross t$e #ou"try& T$e ot$er lea%!"g automo!le

ma"ufa#tures are also try!"g to #oe u a"% are oe"!"g t$e!r ser)!#e stat!o"s a"% %ealer

'or(s$os !" all t$e metros a"% ma:or #!t!es of t$e #ou"try& ealers offer )ary!"g (!"% of

%!s#ou"t of f!"a"#es '$o !" ter" ass !t o" to t$e #ustomers !" t$e form of re%u#e% !"terest

rates&

Ma:or Ma"ufa#turers of Automo!les !" I"%!a

Maruti U%$o 2t%.

1eneral Motors In%ia

5or% In%ia 2t%.

Ei'-er Motors

Ba,a, Auto

Daeoo Motors In%ia

Hero Motors

Hin%ustan Motors

H$un%ai Motor In%ia 2t%.

Ro$al Enfiel% Motors

Tel'o

TVS Motors

DC Desins

Sara, MaF%a 2t%

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Go)er"me"t $as l!eral!;e% t$e "orms for fore!g" !")estme"t a"% !mort of

te#$"ology a"% t$at aears to $a)e e"ef!te% t$e automo!le se#tor& T$e ro%u#t!o" of total

)e$!#les !"#rease% from .&- m!ll!o" !" +664< 66 to 2&/ m!ll!o" !" -771


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T$e layers #o"t!"ue to !"tro%u#e "e' mo%els a"% )ar!a"ts, t$e #omet!t!o" may

!"te"s!fy furt$er& T$e a!l!ty of t$e layers to #o"ta!" #osts a"% fo#us o" exorts '!ll e#r!t!#al for t$e erforma"#e of t$e!r rese#t!)e #oma"!es&

T$e auto #omo"e"t se#tor $as also oste% s!g"!f!#a"t gro't$ of -7 er #e"t !" -77/ero

>o"%a to %!ffere"t!ate% ol!gooly !" t$e latter 673s as (ey !"%!#ators o!"ts out, t$e !"%ustry

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'!ll e)ol)e !"to mo"ool!st!# #omet!t!o" '$ere a layer $a)!"g te#$"olog!#al a"%

mar(et!"g e%ge '!ll $a)e a !gger !e of t$e mar(et&

T$ere are f!)e as!# tyes of !"%ustry stru#ture o" t$e as!s of "umer of

sellers a"% a!l!ty to %!ffere"t!ate ro%u#t& T$ese are

PURE MONOPO2* 3ONE SE22ER UNDI55ERENTIATED PRODUCT4+

Pr!#es te"% to e $!g$, t$ere !s l!ttle a%)ert!s!"g, ser)!#e le)els te"% to e lo' a"%

arr!ers to e"try ofte" ex!st&

PURE O2I1OPO2* 35EW SE22ERS UNDI55ERENTIATED PRODUCT4+

!ffere"t!at!o" !s %!ff!#ult to a#$!e)e a"% r!#es are set at t$e go!"g rate& T$e o"ly 'ay

!" '$!#$ to a#$!e)e a susta!"ale #omet!t!)e a%)a"tage !s y mea"s of #ost re%u#t!o"&

DI55ERENTIATED O2I1OPO2*35EW SE22ERS UNDI55ERENTIATED

PRODUCT4+

!ffere"t!at!o" !s a#$!e)e% y ursu!"g a strategy of 8ual!ty, a%%!"g feature or styl!"g&

T$e exte"t to '$!#$ lea%ers$! or rem!um r!#!"g #a" e a#$!e)e% !s t$e measure of t$e

measure of t$e su##ess of t$e strategy&

MONOPO2ISTIC COMPETITION 5EW SE22ERS UNDI55ERENTIATED

PRODUCT4+

*oma"!es ty!#ally or art!#ular mar(et segme"ts '$ere s#oe ex!sts e!t$er for

m!"!m!;!"g t$e %egree of %!re#t #omet!t!o" or !" '$!#$ s#oe for rem!um r!#!"g ex!st&

PURE COMPETITION 3MAN* SE22ERS UNDI55ERENTIATED PRODUCT4+

At t$!s most extreme, t$ere !s "o s#oe for %!ffere"t!at!o" a"% r!#es are at t$e same

le)el& A%)ert!s!"g !s o"ly 'ort$'$!le !f !t #a" #reate a %egree of sy#$olog!#al %!ffere"t!at!o"'$ere t$!s feas!le, t$e mar(et s$oul% e #orre#tly laele% as mo"ool!st!#ally #omet!t!)eC&

Relat!)e rof!t le)els are %!re#tly %eterm!"e% y ea#$ #oma"y3s a!l!ty to ma"age #ost&

SE1EMENTS+

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A##or%!"g to t$e uy!"g atter" of #ustomers, t$e mar(et #a" e segme"te% !"to t$ree

#ategor!es

ECONOM* Rs&-0, 777


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eterm!"!"g t$e attr!utes, '$!#$ !"flue"#e a"% %r!)e #o"sumers3 refere"#e to'ar%s

a art!#ular se#o"% $a"% motor#y#le, !s a (ey fa#tor !" t$e!r ur#$ase %e#!s!o"&

T$ese attr!utes !"#lu%e aest$et!#s, fuel m!leage, o'erJ!#(ero >o"%a Sle"%or, T?S ?!#tor, @a'asa(!

Ba:a: *al!er, ama$a *rux a"% @!"et!# Boss, regar%!"g t$e attr!utes t$at $a)e ee"me"t!o"e% earl!er&

To %eterm!"e t$e urose for '$!#$ #o"sumers ur#$ase t$ese motor!(es, '$!#$

!"#lu%e for t$e urose of t$!s stu%y= %a!ly #ommut!"g, as!# use, #r!t!#al !" 'or(

rof!le, g!ft!"g urose, et#&,

To %eterm!"e '$et$er t$e motor!(e o'"e% y t$e #o"sumer meets $!sJ$er

exe#tat!o"s a"% '$et$er or "ot !t su!ts t$e!r l!festyle&

To %eterm!"e '$!#$ a%)ert!s!"g me%!a !"flue"#es #o"sumers ur#$ase %e#!s!o" of

se#o"% $a"% motor


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6.;: H*POTHESIS

+& Null T$e roort!o" of oulat!o" !"te"%!"g to uy se#o"% $a"% !(es !s

!"%ee"%e"t of t$e !"#ome grou&

Alter"ate T$e roort!o" of oulat!o" !"te"%!"g to uy se#o"% $a"% !(es !s %ee"%e"t

of t$e !"#ome grou&

-& Null refere"#e for uy!"g se#o"% $a"% !(es !"%ee"%e"t of a%)ert!s!"g me%!a&

Alter"at!)e !t !s %ee"%e"t

6.6 METHODO2O1*

RESARCH DESI1N

Resear#$ %es!g" !s t$e arra"geme"t of #o"%!t!o"s for #olle#t!o" a"% a"alys!s of %ata !"

a ma""er t$at a!ms to #om!"e rele)a"t to t$e resear#$ urose '!t$ e#o"omy !" ro#e%ure&

I" fa#t, t$e resear#$er %es!g" !s t$e #o"#etual stru#ture '!t$!" '$!#$ resear#$ !s #o"%u#te%=

!t #o"st!tutes t$e lue r!"t for t$e #olle#t!o", measureme"t a"% a"alys!s of %ata&

T$e ma!" a!m of t$e stu%y !s to measure t$e a'are"ess, refere"#es, att!tu%e a"%

er#et!o" of eole to'ar% se#o"%


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!ssues e!"g exam!"e%& T$e stu%y #o"%u#te% !s Exloratory !" "ature& T$e ma:or em$as!s of

exloratory resear#$ !s o" t$e %!s#o)ery of !%eas&

Next #omes t$e 8uest!o" of sele#t!"g t$e met$o%s y '$!#$ t$e %ata are to e

ota!"e%& I" ot$er 'or%s te#$"!8ues for #olle#t!"g t$e !"format!o" must e %e)!se%& Se)eral

met$o%s l!(e oser)at!o", 8uest!o""a!re, !"ter)!e'!"g, exam!"at!o" of re#or%s, et#&, so sur)ey

met$o% !s use% for t$e stu%y&

Sur)eys are usually u"%erta(e" to lear" aout eole3s ("o'le%ge, el!ef, refere"#e,

sat!sfa#t!o" a"% to measure t$ese mag"!tu%es !" t$e oulat!o"&

SAMP2IN1 TECHNIUE

T$e resear#$er %e#!%e% t$e tye of saml!"g te#$"!8ue use% !" t$!s stu%y !s

*o")e"!e"#e Saml!"g Met$o%& I" fa#t, t$!s te#$"!8ue or ro#e%ure sta"%s for t$e samle

%es!g" !tself& T$ere are se)eral samle %es!g"s out of '$!#$ t$e resear#$er must #$oose o"e

for $!s stu%y& I" t$!s sur)ey t$e saml!"g ro#e%ure #o"s!sts of all eole '$o o'" a"% are

a'are aout motor!(es& It #oul% a stu%e"t, a" emloyee, a us!"ess ma", et#&

I" t$!s sur)ey t$e samle s!;e of t$e reso"%e"ts !s !" t$e age grou of +4


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ee" asse% t$roug$ t$e stat!st!#al ro#ess& T$e sour#es of %ata for t$!s resear#$ are ot$

from r!mary a"% se#o"%ary&

PRIMAR* DATA+

Pr!mary %ata 'as #olle#te% y mea"s of a stru#ture% 8uest!o""a!re a%m!"!stere%

erso"ally&

SECONDAR* DATA+

Se#o"%ary %ata !"#lu%e aror!ate mater!als from Maga;!"es, !"ter"et a"% y mea"s

of %!s#uss!o" '!t$ t$e gu!%e&

SAMP2E SI0E+

T$e saml!"g s!;e 'as +77 a"% all t$e samles 'ere #olle#te% '!t$!" t$e t!me of t$ree

Wee(s %ur!"g t$e mo"t$ of Ar!l -774&

SAMP2IN1 METHOD+

Bas!#ally, t$ese met$o%s #a" e %!)!%e% !"to t'o tyes, #alle% roa!l!ty ase%

saml!"g s#$eme a"% "o"


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8uest!o""a!re !s g!)e" to reso"%e"ts '$o are exe#te% to rea% a"% u"%ersta"% t$e 8uest!o"s

a"% a"s'er t$em& T$e resear#$er uses t$e 8uest!o""a!re !" t$!s resear#$& uest!o"s relate% to

o:e#t!)es of t$e stu%y, form ma:or ort!o" of t$e 8uest!o""a!re& It ma!"ly #o"s!sts ofmult!le #$o!#e 8uest!o"s or t$e #$e#(l!st tyes 8uest!o"s, so t$at reso"%e"t #a" #$e#( or

mar( o"e of t$e se)eral #$o!#es of a"s'ers&

uest!o""a!re 'as forme% ase% o" t$e !%eas ota!"e% from resear#$er3s %!s#uss!o"

of t$e rolem gu!%e&

5IE2D WORK+

T$e resear#$er #o)ers +77 reso"%e"ts a"% all of t$em f!lle% u t$e 8uest!o""a!re&

Some of t$e reso"%e"ts $a% "o at!e"#e ut o" t$e ot$er $a"% t$ere 'ere some of t$em '$o

'ere truly !"tereste% !"to t$e sur)ey&

Su#$ reso"%e"ts really e"#ourage% t$e resear#$er a lot to #arry out t$e sur)ey&

A)erage t!me ta(e" y t$e reso"%e"t to f!ll u t$e 8uest!o""a!re 'as +7 m!"utes& Some of

t$em t$oug$t t$ey 'ere ma(!"g #omm!tme"ts o" t$e!r art e)e" t$oug$ t$e resear#$er tol%

t$em t$at !t 'as "ot so&

>o'e)er a" $o"est attemt !s ma%e to reort a"% a"aly;e t$e reso"%e"ts as

o:e#t!)ely as oss!le '!t$out allo'!"g t$e !")est!gators !as to %om!"ate t$em&

DATA PROCESSIN1 9 ANA2*SIS P2AN+

T$e %ata after #olle#t!o" $as to e ro#esse% a"% a"aly;e% !" a##or%a"#e '!t$ t$e outl!"e la!%

%o'" for t$e urose at t$e t!me of %e)elo!"g t$e resear#$ la"& T$!s !s esse"t!al for a

s#!e"t!f!# stu%y a"% for e"sur!"g t$at 'e $a)e all rele)a"t %ata for ma(!"g #o"temlate%

#omar!so" a"% a"alys!s&

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Te#$"!#ally sea(!"g, ro#ess!"g !ml!es e%!t!"g, #o%!"g, #lass!f!#at!o" a"% taulat!o"

of #olle#te% %ata so t$at t$ey are ame"ale to a"alys!s& T$e team a"alys!s refers to t$e

#omutat!o" of #erta!" measures alo"g '!t$ sear#$!"g for atter"s of relat!o"s$! t$at ex!stamo"g %ata grous& T$us, !" t$e ro#ess of a"alys!s, relat!o"s$!s or %!ffere"#es suort!"g

or #o"fl!#t!"g '!t$ or!g!"al or "e' $yot$es!s s$oul% e su:e#te% to stat!st!#al test of

s!g"!f!#a"#e to %eterm!"e '!t$ '$at )al!%!ty %ata #a" e sa!% to !"%!#ate a"y #o"#lus!o"&

6.8 RESU2TS

SURVE* 5INDIN1S

PRESENTATION AND ANA2*SIS O5 DATA+

A1E 1ROUP O5 THE RESPONDENT

TAB2E+ ;

SOURCE+ 5IE2D INVESTI1ATION

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T$e ao)e tale s$o's t$e age of t$e reso"%e"ts& Most of t$e reso"%e"ts elo"g to

t$e age grou of -4


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TAB2E+ 8

Lege"%

?I < ?ery Imorta"t

I < Imorta"t

L < Less Imorta"t

N < Not Imorta"t

T$e ao)e tale g!)es t$e !"format!o" o" t$e attr!utes t$at !"flue"#es t$e #o"sumer&

T$e tale !s %!)!%e% !"to . %egree of !morta"#e, !&e&, ?ery Imorta"t, !morta"t, Less

Imorta"t a"% Not Imorta"t& From t$e ao)e me"t!o"e% '$ere 67D of t$e reso"%e"ts feel

!t !s ?ery Imorta"t a"% +7D of t$em feel !t !s !morta"t& 00 amo"g +777 reso"%e"ts feel

Po'er !s t$e "ext attr!ute '$!#$ !s ?ery Imorta"t& 0/ amo"g +77 reso"%e"ts f!"% Pr!#e as

t$e "ext attr!ute t$at !s reso"%e"ts feel Pre 5 After Sales Ser)!#e as ?ery Imorta"t& T$e

attr!utes, !&e& *omfort r!)!"g, Resale ?alue, Kero Ma!"te"a"#e, Easy >a"%l!"g a"% Sares

A)a!la!l!ty, '$e" #omare% to t$e ot$er !morta"t attr!utes are g!)e" less r!or!ty& Sares

A)a!la!l!ty !s o"e attr!ute '$!#$ !s g!)e" least !morta"#e&

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CONSUMER PRE5ERENCE O5 MOTORBIKS TAKIN1 ATTRIBUTES

INTO CONSIDERATION

TAB2E+ :

From t$e ao)e tale ta(!"g aest$et!#s !"to #o"s!%erat!o" /2D of t$e reso"%e"ts feel

T?S ?!#tor !s t$e est !(e& -0D of t$em feel >ero >o"%a Sle"%or as t$e est !(e& -7D of

t$em feel @a'asa(! Ba:a: *al!er as t$e est !(e& +1D of t$em feel ama$a *rux as t$e est

!(e a"% o"ly -D of t$em feel @!"et!# Boss !s t$e est !(e& Base% o" t$!s A"alys!s 'e #a"

#ome to ("o' t$at T?S ?!#tor !s t$e est loo(!"g !(e&


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TAB2E+ ero >o"%a Sle"%or !s t$e est M!leage !(e& +4D of t$em feel T?S ?!#tor as t$e est

!(e& +2D of t$em feel @a'asa(! Ba:a: *al!er as t$e test !(e& 6D of t$em feel ama$a

*rux as t$e est !(e a"% o"ly 1D of t$em feel @!"et!# Boss !s t$e est !(e& Base% o" t$!s

a"alys!s 'e #a" #ome to ("o' t$at >ero >o"%a Sle"%or !s t$e est M!leage !(e&

CONSUMER PRE5ERENCE TOWARDS MOTOR BIKES

CONCERNIN1 POWER @ PICKUP

TAB2E+ =

From t$e ao)e tale ta(!"g Po'er J P!#(


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est !(e& +2D of t$em feel @a'asa(! Ba:a: *al!er as t$e est !(e& +7D of t$em feel >ero

>o"%a Sle"%or as t$e est !(e a"% o"ly 0D of t$em feel @!"et!# Boss !s t$e est !(e&

Base% o" t$!s a"alys!s ama$a *rux !s t$e est Po'er J P!#(ero

>o"%a Sle"%or !s t$e est r!#e% Motor!(e from t$e #o"sumer3s o!"t of )!e'&


CONCERNIN1 PRE AND A5TER SA2ESSERVICE

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TAB2E+

From t$e ao)e tale ta(!"g Pre a"% After Sales Ser)!#e !"to #o"s!%erat!o" ./D of

t$e reso"%e"ts feel >ero >o"%a Sle"%or !s t$e est '$e" ser)!#e !s ta(e" !"to

#o"s!%erat!o"& -/D of t$em feel T?S ?!#tor !s t$e est& +1D of t$em feel @a'asa(! Ba:a:

*al!er as t$e est !(e& +/D of t$em feel ama$a *rux as t$e est !(e a"% o"ly 0D of t$em

feel @!"et!# Boss !s t$e est !(e& Base% o" t$!s a"alys!s >ero >o"%a Sle"%or !s t$e est

Motor!(e '$e" Pre a"% After Sales Ser)!#e !s #o"s!%ere% from t$e *o"sumer3s o!"t of

)!e'&


CONCERNIN1 TECHNICA22* SOPHISTICATED

- 26 -


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TAB2E+ ?

From t$e ao)e tale ta(!"g Te#$"!#al So$!st!#at!o" !"to #o"s!%erat!o" /4D of t$e

reso"%e"ts feel T?S ?!#tor !s t$e Test Te#$"!#al So$!st!#ate% !(e& -7D of t$em feel >ero

>o"%a Sle"%or as t$e est !(e& -7D of t$em feel @a'asa(! Ba:a: *al!er as t$e est !(e&

++D of t$em feel ama$a *rux as t$e est !(e a"% ++D of t$em feel @!"et!# Boss as t$e

est !(e& Base% o" t$!s a"alys!s T?S ?!#tor !s t$e est Motor!(e '$e" Te#$"!#al

So$!st!#at!o" !s #o"s!%ere% from t$e #o"sumer3s o!"t of )!e'&

OWNERSHIP

TAB2E+ ;

T$e ao)e tale s$o's t$e ra"% of motor!(es o'"e% y t$e #o"sumers& >ero

>o"%a Sle"%or !s t$e !(e, '$!#$ !s, o'"e% t$e most !&e& /2D of t$em #o"sumers o'" !t&

- 27 -


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-0D of t$e #o"sumers o'" T?S ?!#tor& +6D of t$em o'" @a'asa(! Ba:a: *al!er& +/D of

t$em o'" @!"et!# Boss&

RESPONDENTS PURPOSE O5 PURCHASE

TAB2E+ ;;

From t$e ao)e %ata !t !s #lear t$at most of t$e reso"%e"ts ur#$ase a motor!(e for

%a!ly #ommut!"g, !&e& ..D of t$em& -4D of t$e reso"%e"ts ur#$ase !t for Bas!# use& --D of

t$em Pur#$ase !t e#ause !t !s *r!t!#al !" Wor( Prof!le a"% o"ly 1D of t$em ur#$ase !t for

gett!"g urose&

MEET EPECTATIONS

- 28 -


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TAB2E+ ;6

T$e ao)e tale s$o's t$at '$et$er t$e motor!(e t$e reso"%e"ts $a)e ur#$ase%

$as met t$e!r exe#tat!o"s& It s$o's t$at 02D of t$e reso"%e"ts say !t %oes meet t$e!r

exe#tat!o"s& /.D of t$em say exe#tat!o"s $a)e met to a" exte"t a"% o"ly 6D of t$em say !t

$as"3t met t$e!r exe#tat!o"s&

RESPONDENTS AWARENESS 2EVE2 O5 ADVERTISEMENTS O5

MOTORBIKES

TAB2E+ ;8

T$e ao)e tale s$o's t$at /1D of t$e reso"%e"ts $a)e see" t$e A%)ert!seme"t of

t$e motor!(e o" tele)!s!o" out of '$!#$, /7D of t$em t$roug$ Wor% of Mout$& -7 D of t$em

are a'are t$roug$ Pr!"t Me%!a& +/D t$roug$ $oar%!"gs a"% o"ly +D of reso"%e"ts say

- 29 -


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t$roug$ Ra%!o& Base% o" t$!s a"alys!s 'e #a" say t$at a%)ert!seme"t of motor!(es t$roug$

tele)!s!o" !s t$e est 'ay to !"#rease a'are"ess amo"g t$e #o"sumers&

2OCATION O5 SHOWROOM A55ECTS PURCHASE DECISION

TAB2E+ ;:

T$e ao)e %ata s$o's '$et$er t$e lo#at!o" of t$e s$o'room '!ll affe#t t$e

reso"%e"ts ur#$ase %e#!s!o"& 04D of t$e reso"%e"ts say "o a"% .-D of t$e reso"%e"ts

say t$at !t '!ll affe#t t$e!r ur#$ase %e#!s!o"&

CONSUMER RANKIN1 O5 MOTORBIKES

TAB2E+ ;ero >o"%a

Sle"%or $as ee" referre% t$e most y t$e #o"sumer !&e& .7D of t$em $a)e ra"(e% >ero

- 30 -


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>o"%a Sle"%or as "umer o"e& --D of t$e reso"%e"ts $a)e ra"(e% T?S ?I*TOR as

"umer o"e& -7D of t$em $a)e ra"(e% @a'asa(! Ba:a: *al!er as "umer o"e& +/D of t$em

$a)e ra"(e% ama$a *rux a"% o"ly 0D of t$em $a)e ra"(e% @!"et!# Boss as "umer o"e&Base% o" t$!s a"alys!s !t !s #lear t$at >ero >o"%a Sle"%or !s st!ll a '!""er of t$e attle ut

t$e 'ar rema!"s&

6.: ANA2*SIS

T$e 8uest!o""a!re $as ee" frame% !" a ma""er so as to %eterm!"e t$e (ey fa#tors a"%

attr!utes t$at !"flue"#e se#o"% $a"% motor!(e #o"sumers, ur#$ase %e#!s!o" a"%

refere"#es& T$e "umer of reso"%e"ts for t$e urose of t$!s stu%y !s +77, of '$!#$, t$e

ma:or!ty $a)e refere"#e for a motor!(e '$!#$ g!)es goo% fuel m!leage&

As 'e $a)e see" !" t$e re)!ous #$aters, 67D of t$e reso"%e"ts feel t$at fuel

m!leage !s a )ery !morta"t attr!ute t$at a motor!(e s$oul% ossess& Fuel M!leage, Pr!#!"g,

Pre a"% After Sales Ser)!#e& From t$e f!"%!"gs, ma:or!ty of t$e reso"%e"ts says t$at >ero

>o"%a Sle"%or !s t$e est fuel m!leage motor!(e %ue to t$e fa#t t$at !t $as ee" r!#e% t$e

est a"% !s also #o"s!%ere% t$e est regar%!"g Pre a"% After Sales ser)!#e !s #o"s!%ere%&

Aest$et!#s a"% Po'er J P!#(ero >o"%a Sle"%or #la!m t$at t$e !(e meets t$e!r

exe#tat!o" a"% su!ts t$e!r l!festyle, t$us result!"g !" sat!sfy!"g t$e!r ur#$ase %e#!s!o"&

- 31 -


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Pur'-ase of Pur'-ase

Most of t$em ur#$ase t$e !(e for %a!ly #ommut!"g, some of t$em for as!# use a"%!s #r!t!#al !" 'or( rof!le a"% fe' of t$em uy for t$e urose of g!ft!"g&

2o'ation of t-e s-oroo! or ser/i'e station

W$e" lo#at!o" of t$e s$o'room or ser)!#e stat!o" !s #o"s!%ere% ma:or!ty of t$e

reso"%e"ts feel t$at !t %oes "ot affe#t t$e!r ur#$ase %e#!s!o"&

A%/ertisin Me%ia

A"ot$er fa#t t$at 'as fou"% !" t$e sur)ey 'as t$at ma:or!ty of t$e reso"%e"ts feel

t$at tele)!s!o" !s t$e est me%!a for motor!(e a%)ert!s!"g&

Attri7utes

*omfort r!)!"g, Resale ?alue, Kero Ma!"te"a"#e, Easy >a"%l!"g a"% sares

a)a!la!l!ty Regar%!"g t$e ao)e


33/49



6.< 2IMITATIONS

T$e samle s!;e !s l!m!te% to +77 reso"%e"ts

T$e stu%y !s l!m!te% et'ee" 67## +07## e"g!"es

T$e stu%y !s l!m!te% to lo#al reg!o"

6.= CONC2USION

T$e resear#$ 'or( emo%!e% !" t$!s reort !s $!g$ly 8ual!tat!)e a"% !s "ot ame"ale

for )!gorous $yot$es!s test!"g t$roug$ stat!st!#al a#(ages&

>o'e)er, ase% o" our a"alys!s of 8ual!tat!)e %ata, 'e ro)e, eyo"% %out, #r!ter!a

t$at our reso"%e"t $a% reso"se !s )ery s!m!lar to t$e stu%y of t$e er#et!o" of a%at!"g to

a"y "e' ro%u#ts& Our a"alys!s #alls for "ot$!"g less t$a" t$e aror!ate ro%u#t t$at $as

ee" ma"ufa#ture t$at mat#$es t$e exe#tat!o"s of t$e #ustomer $as more s$are !" t$e mar(et

for ot$ "e' a"% se#o"% $a"%&

T$us from t$e ao)e #$aters t$at $a)e ee" %!s#usse%, 'e $a)e arr!)e% at re#!se

#o"#lus!o"s at t$e e"% of ea#$ #$ater, g!)!"g ma"ufa#turers, reta!lers #lear !"s!g$t !"to t$e

#ustomers er#et!o" o" t$e refere"#e of se#o"% $a"% motor !(es !" t$e Ba"galore #!ty&

Also 'e $a)e #o)ere% t$e e$a)!oral ase#t of #o"sumers, #o"#er"!"g )!e'!"g of

a%)ert!seme"ts o" tele)!s!o", '$!#$ g!)es !"flue"#e !" %e#!s!o" ma(!"g of ur#$ase t$e most,

follo'e% y r!"t me%!as&

6. SU11ESTIONS AND RECOMMENDATIONS

- 33 -


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From t$e a"alys!s t$at $as ee" ma%e !" t$e re)!ous #$aters 'e $a)e see" t$at t$e

attr!utes '$!#$ $a)e ee" me"t!o"e% lay a )ery !morta"t role for a motor!(e to e a

su##ess !" t$!s segme"t of se#o"% $a"% t'o '$eelers, for examle fuel, m!leage, et#&

>ero >o"%a Sle"%or t$e motor!(e from >ero >o"%a Motors L!m!te% $as tur"e% out

to e t$e most su##essful motor!(e !" t$!s segme"t of se#o"% $a"% t'o '$eelers as !t

sat!sf!es t$e ma:or!ty of !morta"t attr!utes t$at t$e #o"sumer %es!res& T$e attr!utes are

me"t!o"e% earl!er !"#lu%es, fuel m!leage, r!#e, after sales ser)!#e, o'er J !#(ero >o"%a Sle"%or Imro)eme"ts #oul% e ma%e #o"#er"!"g t$e aest$et!#s a"%

o'erJ!#(


35/49



ama$a *rux Imro)eme"ts #oul% e ma%e !" aest$et!#s, o'erJ!#(


36/49



uestionnaire

ear reso"%e"t,

I am a ma"ageme"t stu%e"t of MP B!rla I"st!tute of Ma"ageme"t, Ba"galore=

#o"%u#t!"g a resear#$ ro:e#t as a art!al fulf!lme"t of MBA rogram&

I sol!#!t your #o


37/49



>. Please ti'( t-e folloin !otor7i(esJ 'onsi%erin t-e folloin attri7utes a''or%in

to $our #referen'e.

. 1i/en 7elo are %ifferent 7ran%s of to-eeler !otor'$'lesJ (in%l$ ran( t-e!

a''or%in to $our #referen'e.

- 37 -


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;. W-i'- 7i(e %o $ou on

;;. W-at as t-e #ur#ose of #ur'-ase 3Please '-e'( t-e a##ro#riate 7o"4

a!ly #ommut!"g Q

*r!t!#al 'or( rof!le Q

Bas!# use Q

G!ft!"g urose Q

Ot$ers se#!fy

;6. Does t-e 7i(e !eet to $our e"#e'tations 3Please '-e'( t-e a##ro#riate 7o"4

es !t %oes Q To a" exte"t Q No !t %oes"3t Q

;8. Does t-e 7i(e $ou 7ou-t !at'- $our life st$le 3Please '-e'( t-e a##ro#riate 7o"4

es !t %oes Q To a" exte"t Q No !t %oes"3t Q

;:. Ho %i% $ou et to (no a7out t-e 7i(e $ou #ur'-ase% 3Please '-e'( t-e

a##ro#riate 7o"4

Pr!"t me%!a Q

Tele)!s!o" Q

Wor% of mout$ Q

- 38 -


39/49



>oar%!"g Q

Ot$er, se#!fy

;< Will t-e lo'ation of t-e s-oroo! affe't $our #ur'-ase %e'ision 3Please '-e'( t-e

a##ro#riate 7o"4

es Q No Q

8.6 DETAI2ED CA2CU2ATIONS

*$! s8uare test $as ee" use% for t$e test!"g of $yot$es!s&

Le)el of s!g"!f!#a"#e

egrees of free%om OF

H$#ot-esis ;+

At 0D le)el of s!g"!f!#a"#e, t$e )alue of taulate% L6 !s g!)e" y

7&70 a"% OF 0


40/49



10,000-13,000 8 20 144 7.2

13,000-15,000 14 20 36 1.8

15,000 &

ABOVE

28 20 64 3.2

TOTA2 ;.8

TAB2E+ ;=

L6 3'al'ulate%4 8.8

I"terretat!o" $ereL6 3'al'ulate%4 L6 3ta7ulate%4

Null $yot$es!s !s re:e#te%

Buy!"g e$a)!our !s %ee"%e"t o" a%)ert!seme"t me%!a&

H$#ot-esis 6+

At 0D le)el of s!g"!f!#a"#e, t$e )alue of taulate% L6 !s g!)e" y

7&70 a"% OF 0


41/49



ENT

MEDIA

VALUE

(O)

VALUE

(E)

Print 20 20 0 0

Televisin 36 20 256 12.8

!r" # $%t 30 20 100 5

'(r"in)s 13 20 49 2.45

Oters 1 20 361 18.05

TOTA2 8.8

TAB2E+ ;>

L6 3'al'ulate%4 8.8

I"terretat!o" $ereL6 3'al'ulate%4 L6 3ta7ulate%4

Null $yot$es!s !s re:e#te%

Buy!"g e$a)!our !s %ee"%e"t o" a%)ert!seme"t me%!a&

8.8 1ENERA2 TAB2E

A1E 1ROUP O5 THE RESPONDENTS

5I1URE+ 6

- 41 -


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INCOME O5 RESPONDENTS

5I1URE+ 8

ATTRIBUTES IN52UENCIN1 CONSUMERS

- 42 -


43/49



5I1URE+ :

CONSUMERS PRE5ERENCE TOWARDS AESTHETICS

5I1URE+

CONSUMERS PRE5ERENCE TOWARDS PRE AND A5TER SA2ES SERVICE

- 44 -


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5I1URE+

CONSUMERS PRE5ERENCE TOWARDS TECHNICA22* SOPHISTICATED

BIKES

5I1URE+ ?

OWNERSHIP

- 45 -


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5I1URE+ ;

MEET EPECTATIONS

- 46 -


47/49



5I1URE+ ;;

MEDIA

5I1URE+ ;6

SHOWROOM 2OCATION

5I1URE+ ;8

- 47 -


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CONSUMERS PRE5ERENCE TOWARDS MOTOR BIKES

5I1URE+ ;:

8.: BIB2IO1RAPH*

- 48 -


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S!tes o" t$e !"ter"et

'''&!"%!a!"fol!"eom

'''&e#o"omy'at#$om

'''&t$e$!"%uus!"essl!"eom

Maga;!"es

Auto!"%!a

Motor!"g

Text Boo(s

Mar(et!"g Ma"ageme"t y P$!l! @otler T$e M!lle"!um e%!t!o"C Tata M#& Gra'

$!ll ul!#at!o"s, Ne' el$! -777

Bus!"ess Resear#$ Met$o% y *ooer R& o"al% a"% Pamela S& S#$!"%ler Tata M#&

Gra' $!ll ul!#at!o"s, Ne' el$! -77+&

Documents

SecondHand Bike Preference- Marketing