Preferences of Consumers on PIAGGIO
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Transcript of Preferences of Consumers on PIAGGIO
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1.INTRODUCTION
Customer satisfaction, a business term, is a measure of how products and
services supplied by a company meet customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a
Balanced Scorecard.
In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become
a key element of business strategy.
There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.
"Customer satisfaction" is the important statement of the problem in this
proect.
Measuring customer satisfaction
Customer satisfaction refers to the extent to which customers are happy with the
products and services provided by a business. Customer satisfaction levels can
be measured using survey techni!ues and !uestionnaires. "aining high levels of
customer satisfaction is very important to a business because satisfied customers
are most likely to be loyal and to make repeat orders and to use a wide range of
services offered by a business.
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2.THEORETICAL AC!ROUND O# $TUD%
Mar&et
The term market may be considered as a convenient meeting place where buyers and sellers
gather together for the exchange of goods and services. #arket means a group of people
having unmet wants, purchasing power to make their demand effective and the will to spend
their income to fulfill those wants.
Mar&eting
#arketing is a comprehensive term and it includes all resources and set of activities necessary
to direct and facilitate the flow of goods and services form the producer to the consumer
through the process of distribution. Businessmen regards marketing as a management
function to plan promote and deliver products to the clients or customers.
Mar&eting Management
Marketing management represents an important functional area of business management
efforts for the flow of goods and services from the producer to the consumers. It looks after
the marketing system of the enterprise. It has to plan and develop the product on the basis of
known customer demand.
Mar&eting Mi'
Marketing mix is the set of marketing tools the firm uses to pursue its marketing obectives in
the target market.
There are four elements or variables that make a marketing mix, they are$
%. &ecisions on product or service.
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'. &ecisions on promotion
(. &ecisions on price
). &ecesion on &istribution
Mar&eting Researc(
Marketing research is the systematic gathering, recording and analy*ing of the data about
problems connected to the marketing of goods and services i.e. problems relating to product,
price, promotion and distribution of the )p+s of the marketing mix.#arketing research is
concerned with all those factors, which have a direct impact upon the marketing of products
and services. #arketing research has grown along with the expanded role of marketing as the
focus for the business decisionmaking.
Consumer
- person who purchase or has the capacity to purchase the goods of service often for sale by
the marketing firm in order to satisfy personal need and desires.
)erce*tion
erception is the sensing of stimuli external to the individual organism the act or process of
comprehending the world in which the individual exists.
erception has been defined by social psychologists as the /Complex process0 by which
people select organi*e and interpret sensory stimulation in to a meaningful and coherent
picture of the work.
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+.RE$EARCH METHODOLO%
Survey research is the systematic gathering of information from respondents for the purpose
of understanding and1or predicting some aspects of the behaviour of the population of
interest. It is the most common method of collecting primary data for market ing
decisions.Survey research is concerned with administration of !uestionnaires
2interviewing3. The survey research must be concerned with sampling, !uestionnaire
design, !uestionnaire administration and data analysis. The administration of
!uestionnaire to an individual or group of individuals is called an interview. - !uestionnaire
is simply a formali*ed set of !uestions for eliciting information. -s such, its function is
measurement andit represents the most common form of measurement in marketing research.
The report has been prepared as per the information obtained from two sources. They are$
)rimar, -ata/
rimary data consists of original information for the specific purpose at hand. It is first
hand information for the direct users of respondents. The tools used to collect the data may
vary and can be collected through various methods like !uestionnaire, personal interview
$econ-ar, -ata/
Secondary data is the data which is already been collected and assembled. This data is
available with the companies or firms and it can be collected from newspapers, periodicals,
maga*ines, websites etc.
rimary data$
%. Structured !uestionnaire
Secondary data$
%. &ata from various maga*ines especially bike maga*ines.
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'. Internet.
Sampling plan $
&ata collected has been analy*ed and interpreted by percentage system and presented in pie
charts.
Sampling frame $
Customers visiting showrooms for servicing their 4espa motorcycles.
Sampling unit$
#otorcycles owners esp. iaggio 4espa motorcycle owners
&esired sample si*e$
- sample si*e of %55 motorcycle owners was specified in 6anded city.
7esearch was undertaken in 4aishnavi motors,6anded.
O0ecties of t(e stu-,
%. The obective of the study is
/#easure customer satisfaction towards 4espa0.
'. To measure customer satisfaction of iaggio 4espa scooter owners.
(. To know the tastes and preferences of people of when it comes to iaggio
Scooters.
). To find the reasons for buying vespa motorcycle.
8. To know the showroom people cooperation 9 availaiblity of acessories.
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3. INDU$TR% )RO#ILE
Two:heeler industry is one of the largest industries in the automobile sector of global
market. Being the leader in product and process technologies in the manufacturing sector, ithas been recogni*ed as one of the drivers of economic growth. &uring the last decade, well;
directed efforts have been made to provide a new look to the automobile policy for reali*ing
the sector
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The Indian twowheeler industry made a small beginning in the early 85s when -utomobile
roducts of India 2-I3 started manufacturing scooters in the country. >ntil %?8@, -I and
Anfield were the sole producers.
In %?)@, Baa -uto began trading in imported 4espa scooters and threewheelers. inally, in
%?5, it set up a shop to manufacture them in technical collaboration with iaggio of Italy.
The agreement expired in %?D%.
In the initial stages, the scooter segment was dominated by -IE it was later overtaken by
Baa -uto. -lthough various government and private enterprises entered the fray for
scooters, the only new player that has lasted till today is F#F.
>nder the regulated regime, foreign companies were not allowed to operate in India. It was a
complete seller market with the waiting period for getting a scooter from Baa -uto being as
high as %' years.
However, the major set of reforms was launched in the year 1991 in response to
the major macroeconomic crisis faced by the economy !he industrial policies
shifted from a re"ime of re"ulation and ti"ht control to a more liberali#ed and
competitive era !wo major results of policy chan"es durin" these years in two$
wheeler industry were that the, wea%er players died out "ivin" way to the new
entrants and superior products and a si#eable increase in number of brands
entered the mar%et that compelled the &rms to compete on the basis of product
attributes 'inally, the two$(wheeler industry in the country has been able to
witness a proliferation of brands with introduction of new technolo"y as well as
increase in number of players However, with various policy measures
underta%en in order to increase the competition, thou"h the de"ree of
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concentration has been lessened over time, dere"ulation of the industry has not
really resulted in hi"her level of competition
4.COM)AN% )RO#ILE
ounded in %@@),iaggio 9 C. s.p.a is today one of the leading manufacturers of 'wheeler
and small commercial vehicles in the world. :ith its registered office in ontedera2pisa3,
*
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iaggio is the market leader in Aurope and has expanded its operations to ') countries,
including a maor presence in -sian #arkets.
The product range includes Scooters, mopeds and motorcycles starting from 85 to %'55cc
under the piaggio, 4espa, "ileria, -prilia, #oto "u**i, &erbi and Scarabeo brands.The ( and
) wheeled light transportation vehicles are marketed under the -pe, orter and Guargo
brands.
iaggio 4ehicles rivate Fimited 24F3, the pioneer of (wheeler goods transportation in
India, is today the no. % in its class. By setting global standards in vehicle performance and
customer service, it has revolutioni*ed the ( wheeler cargo segment in India. Today thecompany offers a range of passenger and cargo vehicles for many customi*ed applications.
iaggio vehicles are engineered for higher fuel efficiency, rugged performance and
outstanding load carrying capability. Fiving up to iaggio+s core philosophy, all its vehicles
conform to the most stringent emission norms.
4F has now firmly established its position as an undisputed leader in the diesel (w market.
This impressive growth traectory would not be possible without 4F+s advanced 79&
center, modern manufacturing unit and stellar network. In the past %5 years, over %.8 million
Indian transporters have trusted apH for total dependability, reliability and profitability. Today,
lakhs of tonnes of cargo and millions of passengers are transported daily across the country
on the apH.
iaggio India has successfully introduced stateoftheart products with world class
technology in India. Its reputation is built on its efficient network spread across India,
providing worldclass customer care.
.
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To be the no.% and the most profitable global player with world class !uality and technologyleadership in the light commercial vehicle category offering transportation solutions for
specific customer needs.
To be perceived as a uni!ue, highimpact, fast response, innovative and growth oriented
company which is known around the world for its unmatched level of excellence.
To become market leader in the light transportation vehicle segment, and achieve the status of
worldclass company which manufactures 9 markets a wide range of high !uality product to
the total satisfaction of customer in the domestic and overseas market by ensuring$
Fow cost of manufacture
Jigh profiable growth
Sustainable domestic 9 global competition #aximised stake holder+s satisfaction and pride
Business Athics
1+
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Cor*orate $ocia5 Res*onsi0i5it,
In order to improve and facilitate public hygiene, 4F has donated apH (wheeler Special
urpose 4ehicles for "arbage Collection 9 Transportation. :ith a view to encourage greater
participation from students as well as institutions, some of our initiatives in this realm are$
• 4F sponsored the 6ational Fevel Science Axhibition, organi*ed by 4idya
ratisthan, 4idya 6agari, #I&C, Baramati, attracted illustrious visitors such as the
then Jon. resident of India, #r. -= -bdul Kalam.
• 4F has sponsored the LInterschool Science Gui* Competition+, an event
organi*ed by 4idya ratisthan+s &. Ad College 2Anglish 9 #arathi medium3,#I&C, Baramati.
• 4F has donated ersonal Computers to schools at Baramati.
• -s a move to promote disciplined driving, 4F has sponsored one of the Traffic
Signals at Baramati.
• 4F has also sponsored the Baton 7ally at Baramati for Commonwealth Mouth
"ames.
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)RODUCT )RO#ILE
6E$)A
4F is proud to launch the iconic 4espa in India. 4espa is a uni!ue example of immortaldesign that has gone beyond a mere commuting product to become a part of social history and
way of life.
The 4espa is an ageless brand that is now a symbol of a distinctive lifestyle in market after
market around the world. Invented by iaggio in %?) as the world
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facility, scooter engines for the 4espa and diesel and turbodiesel engines for the commercial
vehicle ranges produced by iaggio in India and in Italy, in ontedera. :ith the opening of
the 4espa production plant, the iaggio "roup industrial complex in Baramati now provides
obs for approximately (,555 workers.
The new 4espa factory is located on an area of more than %85,555 s!uare metres, including a
covered surface area of (',555 s!uare metres. It handles the full 4espa machining cycle, from
welding of the monoco!ues to varnishing and final assembly. The initial production capacity
of the plant, which was built in ust %) months, is %85,555 scooters1yearE capacity will be
raised to (55,555 during '5%( as part of the iaggio group industrial and commercial
program.
#arketing of the 4espa, at ,55 Indian rupees 2e!uivalent to approximately %,555
euro1%,'5 >S& at the current exchange rates3, is currently beginning in India+s (8 largest
cities, through a distribution network already comprising 85 exclusive dealers, on the basis of
a coordinated image system dedicated entirely to the 4espa brand.
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What it costs
Ex-showroom Rs 66,000 (Maharashtra)Engine
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Fuel Petrol
Installation Inclined from vertical
Type 125cc Single-clinder, !-valve air-cooled, fo"r-stro#e
Compression ratio 10$1
Power 10%06&h' at 500r'm
Torque 1%0#gm at 6000r'm
Power to weight %2&h' 'er tonne
TransmissionType *+
DimensionsLength 10mm
Width 60mm
eight 11.0mm
Wheel !ase 120mm
Chassis " #odyWeight 11.#g
Wheels !-s'o#e allo
Tyres 0/100/10 inches (rontand rear)
MODEL$
L7124
The 4espa FN %'8 is a scooter currently made by iaggio.
The FN %'8 uses the same frame as the FN 85 but features a %'8 cc engine capable of a listed
maximum speed of 8? mph 2?8 km1h3. The FN %'8, like all modern 4espa scooters features a
)stroke single overhead camshaft and steel frame construction. 4espa claims D5OD8 mpg
>S 2(.)O(.% F1%55 kmE @)O?5 mpg3 fuel efficiency.
The FN models feature an automatic tor!ue slave transmission and front disc and rear drum
brakes.
15
http://en.wikipedia.org/wiki/Vespahttp://en.wikipedia.org/wiki/Vespahttp://en.wikipedia.org/wiki/Vespahttp://en.wikipedia.org/wiki/Motor_scooterhttp://en.wikipedia.org/wiki/Motor_scooterhttp://en.wikipedia.org/wiki/Motor_scooterhttp://en.wikipedia.org/wiki/Piaggiohttp://en.wikipedia.org/wiki/Piaggiohttp://en.wikipedia.org/wiki/Motor_scooterhttp://en.wikipedia.org/wiki/Piaggiohttp://en.wikipedia.org/wiki/Vespa
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67124
The 4espa 4N %'8 is the second premium scooter from iaggio. Cosmetically and
mechanically, the scooter is similar to the FN %'8 but there are few improvementsE most
important of them is the '55mm front disc brake setup. The 4espa 4N %'8 features the #7
Papper tubeless tyres and the instrument cluster has been updated to give a fresh look. The
4espa 4N is powered by the same %'8cc singlecylinder air cooled engine which powers its
lower version. The engine develops %5.5bhp of power at D855 rpm which is transmitted to
the rear wheel via a C4T transmission
8. $9OT ANAL%$I$
$trengt(
: Brand itself speaks ick up
:orld wide market
otential arent Brand
9ea&ness
: rice
7eluctant to change
6o scope for semi urban places
Fack of celebrity marketing
Fimited #odels
O**ortunities
: Introducing more models Axpansion Qf territory in semi urban areas
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T(reats
:Compeitators
olitical actors
Ficensing1Fegal actors
;.ANAL%$I$ O# DATA COLLECTED
$tatement Of )ro05em
To understand and identify what the consumer feels or perceives about iaggio motor bikes.
This will help the marketer to identify which all are the factors that a consumer looks in to
when he selects a particular bike. -nd also explains how a consumer selects and interprets
the !ualities of bike that iaggio offers.
O0ecties of t(e stu-,
1)
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%. The obective of the study is
/#easure customer satisfaction towards 4espa0.
'. To measure customer satisfaction of iaggio 4espa scooter owners.
(. To know the tastes and preferences of people of when it comes to iaggio Scooters.
). To find the reasons for buying vespa motorcycle.
1.T(e age grou* in
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Respondents
1*$25
26$35
36$5+
5+
Inter*retation @ Ana5,sis
#ost of the respondents lie in the age group of %@'8 i.e (5.ollowed
by (( of which lies under the group of '(8, '? of the respondents
are from the age group of (85 and 5@ of people were lying under age
group of 85 9 above.
2. Res*on-ents 9or& $tatus@Em*5o,ment $tatus
9OR! $TATU$ Res*on-ents
rofessional ((
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Business %'
Student 'D
Qthers '@
Repondents
-rofessional
.usiness
/tudent
0thers
Inter*retation @ Ana5,sis
In the above graph we can see the work status in which (( are professionals,
%' are from business category,%' are students and remaining '@ a!uired
by others2 6onrofessionals3.
+.Res*on-ents $ource of A
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3.Res*on-ents $atisfaction tonsatisfactory 88
Respondents %
es
o
Inter*retation@Ana5,sis
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In the above graph it is shown that )8 of respondents are satisfied towards vespa scooter
price and remaining 88 of people are unsatisfied.
4. Res*on-ents rating to
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Inter*retation@Ana5,sis
In the above graph it is shown that ( of people rated "ood,(5 of people rated it as
average and ') of people rated as Axcellent and remaining '5 of people rated it as oor.
8. Res*on-ents $atisfaction To
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Respondents
cellent
7ood
8vera"e
-oor
Inter*retation@Ana5,sis
In the above graph it is showed that ( of people expressed it as Axcellent,'@ of people
said it as good,'' of people said it as average,9 remaining %) of people rated it as poor.
;.Res*on-ents )reference to
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Respondents %
hite
ellow0ran"e
.lac%
Inter*retation@Ana5,sis
In the above graph it is showed that (@ of respondents prefer yellow colour,'@ of people
prefer white,'5 of people prefer for black 9 remaining %) for Qrange.
?.$tisfaction tonsatisfactory ''
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Respondents
/atis&ed
:nsatis&ed
Inter*retation@Ana5,sis
In the above graph it is showed that D@ of people are satisfied towards pickup 9
performance and '' people are unsatisfied.
>.Res*onse To
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Axcellent '
"ood )5
-verage '5
oor %)
Respondents
ccellent
7ood
8vera"e
-oor
Inter*retaion@Ana5,sis
:ith respect to !uality in the above graph it is showed that )5 of people rated it as
good,' of people rated it as Axcellent,'5 of people rated it as -verage and %) people
rated it as oor.
1=.Res*onse to
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Attri0utes Res*on-ents
Breaking (5
Safety '
Storage ))
Respondents
.rea%in"
/afety/tora"e
Inter*retation@Ana5,sis
In the above graph it is showed that )) of people like its storage capacity, ' towards its
safety 9 (5 people like its breaking system.
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11. Res*onse to
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In the above graph it is demonstrated that ( of respondents choose its acceleration,'@
people choose its riding comfort,''people prefer to style 9 mileage and remaining %)
people reffered it for mileage.
12. Res*onse to
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In the above graph it is demonstrated that @@ of people are satisfied with the cooperation
towards sowroom people 9 %' people are not satisfied.
1+.Res*onse tonsatisfactory )5
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Respondents
/
:
Inter*retation@Ana5,sis
In the above graph it is showed that 5 respondents are satisfied towards availability of
spare parts 9 accessories 9 )5 people are unsatisfied.
13. Res*onse to
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Respondents
es
o
Inter*retation@Ana5,sis
In the above graph it is demonstrated that D@ of people say positively regarding
survivalence of the vehicle in market 9 remaining '' of people reacted negatively.
14.Res*onse To
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Recommen-ation Res*on-ents
MAS @'
6Q %@
Respondents
es
o
Inter*retation@Ana5,sis
In the above graph @' of people respond positively toeards recommending the scooter to
others and remaining %@ reacted negatively.
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?.#INDIN$B $UE$TION$ CONCLU$ION
#in-ings
• #ore focus was towards >rban -rea.
7elaunch of outdated model lead to disintrest in youth to purchase.
It succeded in attracting professional but failed to reach business people
Fot of dissatisfaction towards price as because of price skimming strategy used by
4espa.
Storage 9 ickup considered to be maor attributes of the vehicle .
#ileage acted as a loophole in sales of a scooter.
Fack of service centres in semiurban places.
$uggestions
. 6eed to expand the territory for semi urban areas.
• #odification or >pdation generates intrest in youth.
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• 6eed to improve the boot space of the vehicle so that it acts maor advantage to
business people.
• 6eed to reduce the price as to beat the compeitation.
• Improvement in #ileage
CONCLU$ION
&uring the live proect we found that so many people and officials use vespa bikes because of
pickup. Some of the office going people and students2emale3 prefer vespa because of its
easy handling too.
eople preference to vespa scooters is rapidly increasing because of ickup and satisfactory
aftersale service.
LIMITATION$ O# THE $TUD%.
% The responses given by the respondents may not be true.
' The respondents may be careless in responding to the !uestionnaire.
(. The respondents may be illiterate
3)
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Learning E'*erience
This study made us to understand the demand and factors which affect the buying preference
of a consumer. They always take care of customer taste out of the ) L+s of marketing price,
product plays very important role though promotion doesn+t play that much important role
because in our survey we found that the least factor which affects the consumer to vespa
bikes was promotion, but another fact is that consumers preference is always !uality and
prices of the bike.
This company is maorly influenced by price factor as in this field too many competitors areready to occupy the market share as consumer taste and preference vary according to various
factor so by understanding the consumer need we must fix the competitive price.
The pie chart creates a visual model, which people can use when comparing different data
sets. >sing different colors, pie charts divide information into sections resembling pie slices
which is accompanied by a number of percentages, and its si*e changes accordingly. "raphs
and charts condense large amounts of information into easytounderstand formats that clearly
and effectively communicate important points.
In the near future consumers desires more and more bikes to be introduced in the market andat the same time they should maintain !uality because most of the consumers prefer 4espa
scooter by !uality .
3*
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ANNE7URE
UE$TIONNAIRE
Hello, = am /ushma >ondalwar 'rom =!< anded, under"one into a
mar%etin" research on ?@:/!0ondalwar
e" oD
1ame D
28"e "roup D aE1*$25 bE26$35 cE36$5+ dE5+
39
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37ender D aE
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11hat do you feel about the Cuality of vespa scooterF
aEcellent bE7ood cE8vera"e dE-oor
12hat you feel about the desi"n of vespa scooterF
aEcellent bE7ood cE8vera"e dE-oor
13How do you feel about the G8ttributesE brea%in" system, safety features
and stora"e space of vespa scooterF
@II
! 700;
8A87 -00
.rea%in"
/afety
/tora"e
14hat feature attracted you to purchase vespa scooterF
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aE/tyle ;esi"n bE8cceleration -ic%up cEidin" comfort
;E