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$)
SUBMITTED B*+
Dee#a(
Hani(a V Ra,
Mit-un
Nites- Te(ani
Pre!a TVRee/a Sin-
Sa'-in V 0ina%e
Sa/it-a 1u#ta
Su!a N
Vi(as Set-
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
ACKNOW2ED1EMENT
We are extremely great full to Dr Bislaia-, Professor
3MP Birla Institute Of Manae!ent4 for erm!tt!"g
us to #arry out t$!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$!s stu%y&
TAB2E O5 CONTENTS
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
CONTENTS
PA1E NO
A'(nole%e!ent 6
Ta7le of 'ontents 8
2ist of ta7les 9 fiures :
;. E"e'uti/e su!!ar$
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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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
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$e #o"sumer %es!res
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
2.1 INTRODUCTION
6.;; BACK1ROUND O5 THE STUD*
AUTOMOBILE INUSTR
Follo'!"g I"%!as gro'!"g oe""ess, t$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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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
%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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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
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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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
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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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
'!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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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
A##or%!"g to t$e uy!"g atter" of #ustomers, t$e mar(et #a" e segme"te% !"to t$ree
#ategor!es
ECONOM* Rs&-0, 777
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
eterm!"!"g t$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"% $a"% motor
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
6.;: H*POTHESIS
+& Null T$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$e a'are"ess, refere"#es, att!tu%e a"%
er#et!o" of eole to'ar% se#o"%
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
!ssues e!"g exam!"e%& T$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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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
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#$eme a"% "o"
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
8uest!o""a!re !s g!)e" to reso"%e"ts '$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 $a)e all rele)a"t %ata for ma(!"g #o"temlate%
#omar!so" a"% a"alys!s&
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
Te#$"!#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$oul% e su:e#te% to stat!st!#al test of
s!g"!f!#a"#e to %eterm!"e '!t$ '$at )al!%!ty %ata #a" e sa!% to !"%!#ate a"y #o"#lus!o"&
6.8 RESU2TS
SURVE* 5INDIN1S
PRESENTATION AND ANA2*SIS O5 DATA+
A1E 1ROUP O5 THE RESPONDENT
TAB2E+ ;
SOURCE+ 5IE2D INVESTI1ATION
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
T$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$e age grou of -4
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
TAB2E+ 8
Lege"%
?I < ?ery Imorta"t
I < Imorta"t
L < Less Imorta"t
N < Not Imorta"t
T$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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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
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&
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
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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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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
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$e #o"sumer3s o!"t of )!e'&
CONSUMER PRE5ERENCE TOWARDS MOTOR BIKES
CONCERNIN1 PRE AND A5TER SA2ESSERVICE
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TAB2E+
From t$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'&
CONSUMER PRE5ERENCE TOWARDS MOTOR BIKES
CONCERNIN1 TECHNICA22* SOPHISTICATED
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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&
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
-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
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
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$roug$ $oar%!"gs a"% o"ly +D of reso"%e"ts say
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CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
t$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 $a)e ra"(e% >ero
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>o"%a Sle"%or as "umer o"e& --D of t$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#$ase %e#!s!o"&
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Pur'-ase of Pur'-ase
Most of t$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
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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
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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!#(
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ama$a *rux Imro)eme"ts #oul% e ma%e !" aest$et!#s, o'erJ!#(
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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
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>. 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.
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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
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>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
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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
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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$a)!our !s %ee"%e"t o" a%)ert!seme"t me%!a&
8.8 1ENERA2 TAB2E
A1E 1ROUP O5 THE RESPONDENTS
5I1URE+ 6
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INCOME O5 RESPONDENTS
5I1URE+ 8
ATTRIBUTES IN52UENCIN1 CONSUMERS
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5I1URE+ :
CONSUMERS PRE5ERENCE TOWARDS AESTHETICS
5I1URE+
CONSUMERS PRE5ERENCE TOWARDS PRE AND A5TER SA2ES SERVICE
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5I1URE+
CONSUMERS PRE5ERENCE TOWARDS TECHNICA22* SOPHISTICATED
BIKES
5I1URE+ ?
OWNERSHIP
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5I1URE+ ;
MEET EPECTATIONS
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5I1URE+ ;;
MEDIA
5I1URE+ ;6
SHOWROOM 2OCATION
5I1URE+ ;8
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CONSUMERS PRE5ERENCE TOWARDS MOTOR BIKES
5I1URE+ ;:
8.: BIB2IO1RAPH*
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S!tes o" t$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+&