India Bike Industry

7/30/2019 India Bike Industry

1/15

Chapter 1

Introduction

1


2/15

INTRODUCTION

A customer is anyone makes regular purchases from a company or a store, while a consumer

is one who makes any transactional decisions of economic nature including buying of goods

and services. Consumer can be both personal consumer who buy for his or her own person

and family consumption and organizational consumer which could include nongovernmental

organization, political groups, companies and governments. Consumer behavior is the study

of how individuals, group, and organizations select, buy, use, and dispose of goods, services,

ideas, or experiences to satisfy their needs and wants. Buying Behavior refers to the buying

behavior of the ultimate consumer. Buying Behavior is the decision processes and acts of

people involved in buying and using products which includes social and mental processes.

This study was undertaken in order to find out the factors influencing consumers purchase

decision of Bike. And the findings of this first objective will provide the basis for the second

research objective in the study. Secondly, it is intended to find out whether there are

differences among consumer groups of a bike company with respect to the importance given

to the factors influencing consumers bike purchases.

2


3/15

Chapter 2

Research Methodology

3


4/15

RESEARCH METHODOLOGY

Research methodology is considered as the nerve of the project. Without

a proper well-organized research plan, it is impossible to complete the project

and reach to any conclusion. The project was based on the survey plan. The

main objective of survey was to collect appropriate data, which work as a base

for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the

research problem. Research methodology not only talks of the methods but also

logic behind the methods used in the context of a research study and it explains

why a particular method has been used in the preference of the other m ethods.

Research Design:

Research design is important primarily because of the increased

complexity in the market. In fact, it is the key to the evolution successful of

companies. It is an important tool to study the employee retention strategies. A

research design specifies the methods and procedures for conducting a particular

study. According to Kerlinger, research design is a plan, conceptual structure,

and strategy of investigation conceives as to obtain answers to research

questions and to control variance.

4


5/15

Research Design specifies methods and procedures for study. In this study

the company designs new strategies for employee retention.

Source of data:

Research design specifies the method and procedures for the collection

and analysis of the data in the manner that aims to combine relevance to the

research purpose.

Data collection:

The data for the proposed study was collected from one source Primary

data.

Primary Data:

It includes collection of first hand information from the response who is

concerns with the market research.

E.g. Survey, Questionnaire.

5


6/15

Secondary Data:

It includes collection of data from other source which is concerned with

the market research.

E.g. Books.

Analysis method:

The analysis and the interpretation have been done using the

questionnaire, survey and interview method

TOOLS:

MS EXCEL. SPSS

Research Objectives:

To find out the attribute in which customers are more interested

Whether mileage of the bike affect the decision of customer while

purchasing the bike

Whether maintenance level affects the purchase decision of bike or not

6


7/15

Chapter 3Data Interpretation

7


8/15

DATA ANALYSIS and RESULTS

Demographic Profile of the Respondents

Of the 15 respondents, all were male. Additionally, all respondents were under the age of 25.

The education level of the respondents was graduates.

Brand Usage Profile of the Respondents

The participants were asked to choose the laptop brand that they were using at the time of the

survey. Table 1 illustrated the frequency distribution of Bike brands by the respondents of the

survey. In other words, the frequency of bike brands used by the respondents can be

summarized as follows:

Table1. Frequency Distribution of Laptop Brands

FREQUENCY DISTRIBUTION OF LAPTOP BRANDS

BRANDS FREQUENCY PRECENTAGE %

Hero-

Honda 4

26.67%

Bajaj 6 40.00%

Honda 320.00%

Yamaha 213.33%

TVS 00.00%

8


9/15

Income level of the Respondents

Family yearly Income level is divided into 4 parts

9


10/15

Brand prefered by the Respondent at the most:

10


11/15

The Features Influencing Consumersbike PurchaseDecisions:

To find relationship between income level and customerexpectation for milage for the bike:

a

hat is your family income yearly * What Feature are you consider while purchasing

bike - MILEAGE (AVERAGE) Crosstabulation

Count

3 5 1 9

1 1 1 3

1 0 2 3

5 6 4 15

1 to 3 Lac

3 to 5 lac

Above 5 lac

What is yourfamily income

yearly

Total

MOST

IMPORTANT

LESS

IMPORTANT NUTRAL

What Feature are you consider while

purchasing bike - MILEAGE (AVERAGE)

Total

With the above cross tabular it implied that less income people are more intrusted in milage of

the bike rather then any other features. Form the sampl size the large opinion gave moreweightage to the milage of the bike.

To find out relationship between income level and style feature of the bike:

What is your family income yearly

9 60.0 60.0 60.0

3 20.0 20.0 80.0

3 20.0 20.0 100.0

15 100.0 100.0

1 to 3 Lac

3 to 5 lac

Above 5 lac

Total

Valid

Frequency Percent Valid Percent

Cumulative

Percent

11


12/15

What Feature are you consider while purchasing bike - BIKE LOOK OR STYLE

6 40.0 40.0 40.0

5 33.3 33.3 73.3

2 13.3 13.3 86.7

1 6.7 6.7 93.3

1 6.7 6.7 100.0

15 100.0 100.0

MOST IMPORTANT

LESS IMPORTANT

NUTRAL

NOT IMPORTANT

NOT AT ALL IMPORTANT

Total

ValidFrequency Percent Valid Percent

Cumulative

Percent

What feature you consider while purchasing bike

12


13/15

Chapter 4Conclusion

13


14/15

CONCLUSION

- There is many people are ride the bike but which type of

bike is more popular and accepted by people that we can

only know if we physically ask to them

- After this research we find that income level of peopledecide the feature availability in the bike

- Below 3lac income people more conscious about the

mileage of bike and also bother about the maintenance

expense.

- And more than 3 lac income class people more prefer the

bike look and style

14


15/15

15

India Bike Industry

Documents

Transcript of India Bike Industry