Consumer_Behavior_-_Motorcycle

Name: Kapil Khatri Mobile No: +91-9989518456 Enrollment No: 08BSHYD0333 Email ID: kapil.khatri@gmail.com Project Proposal Project Proposed - Consumer behavior in automobile industry - Motorcycles Description of the Project – Global demand for motorcycles is expected to advance to 6% annually to 59 million units by 2011 and in that, Asia and other major developing countries will be the biggest contributors. In fact India has seen a drastic change in the two wheeler segment after liberalization, as before 1991 scooter segment was the market leader, and very limited companies in the Indian market, which led to limited option for the consumers and also the purchasing power of Indian citizens was less but over the time with increase in the purchasing power of people and changes in social, cultural and others factors, people now have moved to motorcycle, which led to the increase of its market share to 80%1 in the two wheeler segment. Currently this segment is dynamic and lots of changes are expected to meet the demand of consumer. This project focuses on the current needs of the consumers, and what factors they consider before purchasing a motorcycle e.g. (Power, Acceleration, Style, Mileage, Price, Re-Sale value, finance etc). This will be helpful for the companies to design their product and services accordingly. It also focuses on characteristics of the customer e.g. (age, occupation, Income, region etc.), which will be helpful for the companies in targeting the segment.                                                              1  http://www.automobileindia.com/two‐wheelers/statistics/sales.html    Objective of the Project • • • Key motivating factors for the customers to purchase the motorcycle. Attributes in the motorcycle that customer looks for. Characteristics of the customer who can be the prospective customers of motorcycle manufacturers Methodology: Qualitative Research – Focus group discussion will be conducted in the IBS campus for the getting the attributes of the motorcycle, which is desired by the youth (20-30 yrs age group). Further unstructured interview will be conducted for the age group 30-40 and above, to get their requirements also. Questionnaire Design – Based on the attributes that we will get from FGD and unstructured interview, questionnaire will be designed, which will use likert and other scales. Sample Selection – Type of Sampling – Convenience sampling will be used which will cover all the age group, owners of motorcycle, and others who intend to buy in the future. Sample Size – Sample size of 100 has been selected. Data Collection – Primary - Data will be collected from the IBS students and through the questionnaire floated on the E-Mail Secondary – Data will be collected from magazines, journals, websites etc. Quantitative Research Methods – • Factor analysis will be used to get the factors that most important to the customer while buying a motorcycle. • Conjoint Analysis will be used Schedule: Qualitative Research – 15th Nov – 30th Nov 09 Questionnaire Design – 1st Dec 09 Primary Market Research – 5th Dec 09 – 30th Dec 09 Data Analysis – 5th Jan 10 – 25th Jan 09 Draft Final Report – 30th Jan 10 Final Report Submission – 12th March 10 Limitations of the study: • • Data collection is the major constraint, we confining to students of IBS and other people through e-mail. Sample size of 100 is small, which may affect the accuracy of the findings References: • • • • Naresh K. Malhotra, 2008. Marketing Research. New Delhi: Pearson Prentice Hall AAKER A David, 2007. Marketing Research. New Delhi: Wiley http://www.siamindia.com/scripts/market-share.aspx www.freedoniagroup.com Faculty Guide Name: Dr. Sunil Bharadwaj Kapil Khatri Date : 03/8/09 Signature of Student