1st Report on Project Rockstar

7/31/2019 1st Report on Project Rockstar

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Report on Project Rockstar

Nielsen Research on Harley-Davidson Motorcycle

Owners in Mumbai


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Lifestyle of Harley Owners

In our survey, we encountered two types of HD Riders

HD Riders

EnthusiasticRiders

CasualRiders


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Enthusiastic Riders and their Usage Pattern

Own or have owned multiple motorcycles in thepast

Regularly take part in meets and rides

Cover above 150-200 kms per month

Aged in 30-40 years bracket

Are professionals or businessmen


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Casual Riders and their Usage Pattern

Rarely take part in meets and rides

Aged 40 years or above

Are mostly businessmen

Cover less than 100 kms per month

Have busy schedules and family commitments

which prevent them from riding regularly


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Feedback on bike/company/brand

The casual riders had shown satisfaction withthe brand, product and the service provided

However, the enthusiastic riders weredisappointed with the lack of professionalismshown by the dealer Seven Islands

They claimed that the dealer did not fulfillpromises and after-sales service was below par


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Critical Issues with Dealer and Bike

Long waiting period

No service reminders

Unprofessional dealer staff

Expensive merchandise

Spare parts availability

Quality problems (Rusting) Paint fit and finish

Braking issues


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Complaints about HOG Meets

HOG meets are not upto standard

Riders want to engage themselves in long ridesand not short intra-city trips

Harley-Davidson India and the dealer does nottake owners opinion before arranging a ride

Dealer is trying to meddle in the matters ofHarley Owners India (HOI) an independentHarley-Davidsons owners group


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Regression Analysis- Quantifiable

findings on customer satisfaction

Dependant variable: Satisfaction level of theHarley owners.

Predictor variables: Response based onDealership, After sales service, Usage pattern,HOG rating, Durability, Safety, Suspension, Cult

brand, Exterior styling Sample size- 60


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The R value is .766 which indicates a high degree ofcorrelation between the dependant and the predictorvariables. The R square value of 58.6% represents that the

satisfaction level of the customers can be explained 58.6% bythe independent variables that we have considered, this is afairly good value of representation.


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The ANOVA table

The significance value is very low i.e. less than 0.05and indicates that, overall, the model applied issignificantly good enough in predicting the outcomevariable.


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Inferring the coefficients table We analyse three values i.e. B, Beta and Significance.

The significance value under 0.05 and a high value of theBeta value suggest that the specific variable is critical inpredicting the satisfaction level of the customers

(outcome variable). After analysing these 3 values we can clearly say that,

HOG ratings has the maximum influence to thesatisfaction level of the customers ( with a Beta value of0.612 and a significance less than 0.05). 2 othervariables i.e. safety ( Beta value of -.0336 andsignificance of 0.012) and dealership (Beta value of0.292 and a significance of 0.015) also influence thesatisfaction level of customers.


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Action Plan for Harley

Arrange longer HOG rides by taking owners views

Improve delivery times

Change or improve Mumbai Dealership

Concentrate on Quality Control

Reduce merchandise prices

Improve spare parts availability Provide better fit and finish


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Thank You

Salil Pawar

Ninad Karandikar

Anurag Choudhary

Sneha Jha

Documents

1st Report on Project Rockstar