CB Final Assignment 2

7/31/2019 CB Final Assignment 2

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Consumer BehaviorConsumer BehaviorTopic: Consumer Perception


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Consumer Behavior Final Project

Executive summary:

Pakistans two-wheeler industry has shown a continuous growth

with its main target market being the rural population. This reportreflects their attitudes towards the choices available to them andthe main focus would be Pak Hero Company who has been amajor player in the field being the local manufacturers of themotorbikes. Further it would include the comparisons of differentcompanies running in Pakistan and forming the two-wheelerindustry here. The main objective of the report is to study theconsumer behavior and perception about the two-wheelerindustry and what are the factors that form their buying behavior.

INDUSTRY- A REVIEW

INTRODUCTION:

The Rs. 5500 crore Pakistani two wheeler segment is the secondlargest market in the world after China. Pakistans two wheelerproduction is the third largest in the world after Japan and China.Pakistan has a well- developed two wheeler market with around25 million households owning two-wheeler.

The Pakistan two wheeler industry made a modest beginning in

the early 1950 when Automobile Product of Pakistan (API) startedmanufacturing scooter in Pakistan. Until 1958, API and Enfield(motorcycle) were the only two in production. In 1948, Bajaj autobegan trading in imported Vespa scooter and the three wheeler-finally, in 1960s; it set up shop to manufacturer them in technicalcollaboration with Piggaio of Italy. The agreement expired in1971. In the initial stages, the scooters segment was regulatedregime; foreign company was not allowed to operate in Pakistan.While the Enfield bullet was a four strokes bike, the motorcyclesindustry was originally dominated by Enfield with 350 cc bikes.

The motorcycles industry was cc segment. The two wheelerssegment was opened up to foreign competition in the mid 1980swhich saw the entry of the Japanese manufacturers into thecountry.

Superior University Page 2


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CLASSIFICATION OF THE INDUSTRY

The two-wheeler segment can be categorized into the scooter,mopeds, and motorcycles.Motorcycles: this segment has shown the best performance in therecent years. The market leaders in this section are Honda&Yamaha.

Two Wheeler Industry:

Two-wheeler segment is one of the most important componentsof the automobile sector that has undergone significant changesdue to shift in policy environment. The two-wheeler industry hasbeen in existence in Pakistan since 1955. It consists of threesegments viz. scooters, motorcycles and mopeds. According tothe figures published, the share of two-wheelers in automobilesector in terms of units sold was about 80 per cent during 2003-04. This high figure itself is suggestive of the importance of thesector. This is the main reason for us to consider innovations inthe two wheeler sector.

Pakistan being a developing economy, two wheelers have becomethe predominant mode of transportation. Its plays a pivotal role inthe day-to-day travel as it identifies with the economy and theinfrastructure of the nation. The Pakistani two-wheeler industryhas witnessed spectacular growth in the last few years. Themarket dynamics of the industry has substantially changed with amajority of the customers preferring bikes to scooters andmopeds. This is primarily due to better fuel efficiencies, dynamics,looks and longer product lives of motorcycles.

Two-wheelers Purchase Trend:Growing working populationIncreased access to credit and lower interest loansIncreased consumer embrace of financial productsUpward migration of household income levelsFast paced urbanization to rise from 28% to 40% by 2020



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Middle class expanding by 30 - 40 million every year

Theoretical explanation of the topic:Perception:Background: Our perception is an approximation of reality. Ourbrain attempts to make sense out of the stimuli to which we areexposed. This works well, for example, when we see a friendthree hundred feet away at his or her correct height; however,our perception is sometimes offfor example, certain shapes ofice cream containers look like they contain more than rectangular

ones with the same volume.Perception Process:Perception is a three phase process of selecting, organizing andinterpreting information. You can understand interpersonalsituations better if you appreciate how you and another personconstruct perceptions. Elements of perception include:

Sensation

Absolute threshold

Differential threshold

Subliminal perception

When we relate perception with the two-wheeler industry inPakistan, first we have to realize the potential consumers of thissegment and how they perceive the product offered by theindustry. This report further explains how the perception of theconsumers has developed for two-wheelers to be the essentialpart of their lives as must have conveyance.

Objective of the report:

The objective of this report is to understand the perceptionof the potential consumer about two-wheeler industry ofPakistan.

The behavior of the consumer is analyzed towards the Pakhero bikes.



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Another objective of this report is also to remove theweaknesses and to tackle the threats of the stimuli.

Research methodology:A research design is the arrangement of condition forcollection and analysis of data in a manner that to,combine relevance to research purpose with economy inprocedure.

The research methodology we adopted included collecting data

from both primary and secondary sources.Primary sources included questionnaires filled up from some ofthe consumers and direct interview with the manager at PakHero Company.Secondary sources included companys official website,internet, journals etc.



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Pakistan is one of those countries of the world where Auto

Rickshaws are extensively used as a public transport. Till 1996,

Italian made Rickshaws were used in Pakistan having 90% market

share.

In 1996, a young Pakistani businessman and industrialist, Mr.Muhammad Javed Iqbal introduced PAK HERO RICKSHAW in

Pakistani market. Produced within the limited resources this

Rickshaw was a masterpiece of quality and performance which

brought about a revolution in the auto industry. It gained

extensive popularity and in a very short period of time, PAK

HERO became a known name all over Pakistan.

PAK HERO auto rickshaw having similar functions, shape and use

as that of Italian made rickshaw, proved to be a very close

substitute for it. It is amazing that Pak Hero became the market

leader in a period of only three year and its demand has been on

the rise ever since. Their product range now includes motorbikes,

scooters and rickshaws. PAK HERO motorbikes are sold at

affordable prices that allow their targeted consumers to be

satisfied with what they buy. PAK HERO is a private limited

company; its board of Directors comprise of the following

members

Mr. Javed Iqbal

(Chairman/CEO)

Mr. Abdul Hameed

(Director Marketing &



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Sales)

Mr. Sabir Sharif

(General Manager

Production)

Mr. Syed Shahid

Mustafa

(General Manager

Finance)

Companys registered office is situated in Lahore, at Lytton Roadand its factory is located at 10km, Raiwind Road, Lahore,

Pakistan.



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Product Range

Although PAK HERO has entered into automobile market only a

few years ago, even then it has snatched the major market share

from its competitors. PAK Hero is now considered to be one of the

major automobile industries because it has built a good

reputation in quality and performance. PAK HERO manufacturesits products in accordance with customer needs. Its product range

includes:

Atlas Honda - Atlas has undertaken to develop localmanufacturing capabilities to the highest, economically feasible

level. While a major role in localization has been assigned to

vendor industries, Atlas has the countrys largest in-house

manufacturing capability at its Karachi and Sheikhupura plants.



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Pak Hero - Pak Hero Motorcycles -. Pak Hero Scooters are quicker

and safer means of conveyance. They are said to be Future Of

Transport industry.

Super Asia - Now we have entered in automobile sector andproducing and supply 70cc SA70 4 stroke motorcycle in market.

Super Star - Memon Associate Foundry, currently as a leader in

the Pakistan based Chinese motorcycle assembling /

manufacturing companies, established in 1994 as a small

manufacturing unit of auto rickshaw starting production from 20

units first month.

In Pakistan, most of the people use motor cycle as a privateconveyance. Motor cycles of different models and companies areavailable in the market such as:

YAMAHA YB 100, KAWASAKI GTO 100, SOHRAB, HONDA CG125, HONDA CD 70In Pakistan, the ratio of the people using 70CC motor cycles is

higher than the users of other motor cycles. PAK HERO introducedPH 70CC motor cycle to fulfill the demand of people who wish tohave 70CC motor cycle. PH 70CC is cost effective and hascapacity to travel 70 km per liter. The most prominent features ofPH 70CC are as follows.1) Low priced2) Less petrol consuming3) 4-Stroke engine4) Tele scope Hydro spring Dampers are used as shock

absorbers.

SPECIFICATIONS

ENGINE:4- Stroke OHC Single cylinder cooled by air, less petrol

consumption.



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BORE & STROKE: 47.0 x 41.4 mm

COMPRESSION RATIO: 8.8 = 1

HORSE POWER: 7.0 PS/8500 (RPM)

TORQUE (MAX): 0.55 Kg-m/6500(R.P.M)

TRANSMISSION: 4 Speed permanent Mesh

A.C.G: A.C.G Magneto

IDEAL SPEED: 1800 (R.P.M)

LUBRICATION: Lobe Pomp Power Splash

IGNITION SYSTEM: C.D.I

ASSEMBLY INFORMATION & PERFORMANCE

FRAME BODY: Back Bone Truss Type

SIZES: Length + Width + Height 1800+750+995 mm

WHEEL BASE: 1175 from rear axle to front axle

WEIGHT Dry: 80kg

FUEL TANK CAPACITY: 9 Litre

FUEL CONSUMPTION: 70km per litre

SHOCK ABSORBERS: Tele Scope Hydro Spring dimpers.

FRONT WHEEL RIM & TYRE: 4-17-2.25 Ply Rating

BACK WHEEL RIM & TYRE: 4-17-2.50 Ply Rating



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PAK HERO established itself by manufacturing the high qualityproducts. PAK HERO has a separate quality control department fora check at every stage of the production, from receiving rawmaterial to completion of final product. To have a completecontrol over quality PAK HERO is following the internationalquality standards as per requirements of ISO 9000 to fulfill theneeds of its valuable customers.

PAK Heros trained workforce and experienced engineers devote

their energies for the improvement of its products. Experts withinthe country and abroad are also consulted to assure the quality.

Therefore its quality is, beyond doubt, the best.



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Production, sales growth of the industry:

The two-wheeler companies have been operating at high

capacities due to high growth rates between 2009 and 2008. The

growth is expected to lead to increase in the capacities from

present 52 lakh units to 65 lakhs per annum in the year 2009-10,

whereas the actual production estimates by that period at an

estimated growth rate of 18% is only 60 lakhs.

Demand:

In Pakistan the two-wheeler provide an easy and popular mode of

personal transport for the middle classes. With public

transportation system being inadequate and ineffective the

demand for the two-wheeler is likely to rise. The two-wheeler

sales are expected to touch the 5 million mark by the end of the

decade as against the annual sales of 35,49,271 in 2008-09.

Technology:

With liberalization and the increasing competition, the two-

wheeler industry has witnessed technological changes. The four-

stroke engine is being introduced in place of the traditional

populations and fuel inefficient two stroke engine. The smaller

capacity engine with the electronic fuel injection is also being

used. With the competition cashing in on the technological

competence for their collaborators, emphasize is being laid on

lighter and fuel- efficient vehicles. The vehicles offer a fuel

efficiency of 60-65 km p/h. They enter into new segment.

Two Wheeler Financing:Though two-wheeler is the most preferred from of transport in

Pakistan, the fact remains that it is a lower end market product.

Most two-wheeler manufacturer like Atlas Honda Auto have set up

their own finance company since organized financiers do not think



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the returns are particularly attractive. The argument given by

some financiers is that the price of a Yamaha or Honda is so high

that people prefer to buy a second hand car instead. This is

particularly true of small town where people desire to own a carand they have the means, two-wheeler is then only a second

vehicle for the family.

Consumer imagery:

Consumer has a number of enduring perceptions or images that

are particularly relevant to the study of consumer behavior.

Products and brands have symbolic value for individuals who

evaluate them on the basis of their consistency with theirpersonal pictures of themselves. Consumer imagery involves

consumers perceived images of the products, brands, services,

prices, product quality, retail stores and manufacturers. For

relating it to our topic of discussion, that is two-wheeler industry,

first we will identify the characteristics of the targeted consumers.

Demographics of a two-wheeler owner include:

Lower middle class to upper middle class households Average household income ranges from 15000-35000 PRs.

Single: 55%

Married: 45%

Product positioning:

It is an essence of successful marketing to make an image of the

product in the mind of a consumer-that is positioning the product.

It is more important than the actual characteristics of the product.

Most new products fail just because they are perceived as me

too offerings that do not offer the potential consumers anything

unique.



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Typology of positioning strategies:

1. Top of the range: upper class, status, prestigious, posh

2. Service: impressive service, personal attention, considerpeople as important

3. Value for money: reasonable price, value for money,

affordability

4. Reliability: durability, warranty, safety

5. Attractive: good aesthetics, attractive, cool, elegant

6. Country of region: patriotism, country of origin, youth market7. The brand name: the brand name, leaders in the market,

extra features, choice, wide range, expensive

8. Selectivity: discriminatory, selective in choice of customers,

high principles

Positioning strategy by PAK HERO:

PAK HERO has adopted the country oforigin strategy and

value for money strategy to position their product. Origin

strategy helps as the company is local and it motivates the

customers to buy the product made in Pakistan. It stimulates

their sense of patriotism and develops the sense of

belonging. While the value for money strategy is adopted as

to let the customers realize that they are getting the right

value for the money they pay for buying the product of thecompany. PAK HERO has perfectly reasonable prices for their

customers that are easily affordable to them. Thus they have

positioned their product as an affordable and reasonable

choice for their potential customer.



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SEGMENTATION, TARGETING & POSITIONING:

From the current segmentation, targeting & positioning and

consumer surveys we found that our client has targeted the

following segments:

Congested areas of urban cities.

Males between the age group of 18-36

Middle class people, mostly officials & executives

The client analysis from our questionnaire it was found that our

client has targeted the right segment

Pak Hero is overlooking one feature in bike which is its low

maintenance cost and reliability (i.e. less chances of breakdown)

which is absent in its competitors. Therefore, in order to meet the

sales target, two options are available to the client; one is to

redesign the bike and second is to reposition the bike as Bike

with one time investment. Since redesigning of bike may involve

a big task and huge investment therefore we recommended

repositioning the bike.Here is a comparison of competitors in two-wheeler industry in

Pakistan through percentages in different criterion.

Quality & Price Pak Hero Suzuki Yamaha Chinese

Non-price attributes

affecting customer choice

(weightage) %

Product related: 90%

1. Fuel consumption 40 8 8 7 7

2. Resale value 20 8 5 3 0

3. Quality 20 7 7 3 1

4. Durability 8 6 6 4 1



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5. image enhancement 2 4 2 1 0

Service related 10%

1. After-sale service 7 6 4 0 1

2. Technical help/training 3 4 0 0 0

Total 100% 43 32 18 10

Has quality gone up/down in

past 4 years

up up same going

Relative price today PRs.40,000 to

45,000

PRs. 58,500to 61,300

PRs. 59,200to 67,000

PRs.32000 to

40,000

Digital marketing and product positioning:Brand building using the digital media or technologicalconvergence is a unique challenge to marketers with severalcomplex dimensions to be taken into considerations. Common

dimensions include:Internet, social websites, TV, radio etc.PAK HERO has its official website i.e. www.pakhero.comAnd they have a Facebook page as well. Though their targetmarket doesnt have that much technology users still it has takenadvantage of digital media as well. Many online websites for theonline buying also benefit the consumers with the time savingfactor as well. Users can find new and used products online andshop for them.

Product repositioning:It is defined as Recreating the image of product.Pak Hero has repositioned the bike as Bike with one timeinvestment.Brand repositioning is more complex as it has to take into accountthe perception already created in the mind of consumer.Now the

http://www.pakhero.com/http://www.pakhero.com/


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question arises why repositioning is needed? When companies arethreatened by the new entrants then they have to reconsidertheir strategies and revitalize their positions in the customersmind as he may now be seeing another choice as well. Sometimes

it happens because of change in psychographics of the targetedconsumers. Thus contemporary image is required in that case. Orit may be required in case when the target market itself changes.

There are a few strategies for repositioning. These areTimely repositioning: it means that product should berepositioned in a timely manner. If it isnt done then there is achance that product might lose its consumers.

Contemporary image: it is important to deal with the changinglifestyles and psychographics of the consumers so as to stay inthe competition.

PAK HERO and repositioning:The company hasnt recently applied any repositioning strategyalthough it needs one in present case because of the increasingcompetition and the new entrants in the industry.

Perceptual mapping:The analytical technique termed perceptual mapping enablesmarketers to determine just how they want their products orservices to appear to consumers in relation to competitive brandson one or more relevant characteristics. It allows them to seegaps in the positioning of all brands in the product or service classand identify areas in which offerings can be developed.PAK HERO has its competitors both locally as well as foreignmanufacturers operating with-in the region. For instance, HondaAtlas, Suzuki, Super star, Super Asia, Yamaha, Ravi, etc. PAK

HERO has maintained its position among the local manufacturers.However when it comes to foreign manufacturers, consumers withcomparatively high income level prefer to go for Honda Atlas orSuzuki bikes.

Manufacturers image:



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Consumers imagery extends beyond perceived price and qualityto the producers themselves. Manufacturers with a favorableimage find consumers more acceptable towards their productsthan the manufacturers with neutral or less favorable image. PAK

HEROS has maintained their image as local manufacturers whoproduce quality products with-in affordable price range.



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Key Success Factors in two-wheeler industry:The major success factor in the Motorcycle industry is of providing

quality products at premium prices. The leading motorcyclemanufacturers use the latest technology and hence provideproducts that are very effective and give bikes more resistanceagainst attacks from harmful natural deterioration. The overallmotorcycle industry is ISO 9000CERTIFIED which further providesquality assurance of the motorcycle.

DistributionThe distribution system serves as an effective key success factor.

Every leading manufacturer follows its own distribution structure.This is mainly because the major manufacturers in the industrybelieve in establishing a strong distribution network that willdistinguish them from competitors. The overall industry mostlyfollows a company to exclusive dealer network.

Pricing and Resale ValuePricing serves as a key success factor for the motorcycle industry.

This is because majority of the players (Chinese motorbikesmanufacturers) charge low prices. The price acts as a mainrestraint in final purchase of the motorcycle.Chinese motorbikes manufacturers are in the market withlow pricing compared to Pakistanimanufacturers, in order toattain high market share and high sales growth. However, factshould be remembered that whether a customer pays less ormore, he wants value for money too; he wants good quality at alllevels. In addition, customer especially those from rural areas,also want high resale value for a bike.

Brand image

The motorcycle industry relies on the important key successfactor which is the brand image in the consumers mind.



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Research & DevelopmentContinuous research & development is undertaken by the major

players in the industry. This gives them an edge over otherindustry players, by providing new and improved products,designed to meet customer needs and choices, at a faster pace.

Durability/reliabilityThe motorcycle durability and reliability stands out as the secondmain key success factor (after resale value) for the rural market.

The customers mainly from low income group and rural areas,

who will keep bikes for long period, want durability and reliabilityassurance. A motorcycle should be durable for longer experience.

Cheap maintenanceThere maintenance expenses of the motor cycle industry are notmuch high. Maintenance costs are cheap and parts are easilyavailable.

Discrimination free environmentThe overall industry follows a positive work force environmentand a well-adapted discrimination free organizational culture.

Strong asset positionThe motorcycle industry has a very high strong asset position inthe market. This lets them easily acquire latest technologyupgrades which are necessary to produce newer and better bikes.

The motor cycle industry has a strong asset power in case of

investments due to high visible growth.

Strong fuel economyIt is so economical that the almost whole industry claims saysthat in 1 liter you can drive up to 60 km. This way the industry isoffering best fuel average as compared to the rising petrol prices.

This economical advantage to the customers attracts mostly rural



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areas and underdeveloped regions having poor infrastructure,which are facing price rise in petrol as a highly essential threat.

Drive ComfortThis KSF is in relation to the quality of the motorcycle. Industry isoffering attractive drive comfort measures which act as avery essential key success factor. It is an important feature forcustomers who are traveling on long routes (like sales people);they acquire comfortable drive for smoothness in road grip of thebikes.

Training programs:Extensive training programs to customers, dealers, mechanicsand other important employees. This relates mainly to theawareness increase program in form of training provided tointernal employees as well as external customers. The trainingincrease knowledge about the product features, functionality andnecessary safety measures/techniques. The training programshave been very successful in improving customer satisfaction andinternal motivation of quality assurance of the product of themotorcycle industry.

PAKHERO

1. Gender?1.1 Male 1.2 Female

2. Age?

2.1 Under 25 2.2 Above 25



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3. To which area you belong?

3.1Bandbosan 3.2New Multan

3.3Cantt 3.4Mumtazabad

3.5Others (please specify) ______________

4. What is your income level?

4.1 Less than 10,000 4.2Rs.10,000-20,000

4.3 Rs.20,001-30,000 4.4 Rs.30,001-40,000

4.5Rs.40,001-50,000 4.6More than Rs.50,000

5. What is your Education Level?

5.1 Metric 5.2 Inter 5.3Graduation

5.4 Masters 5.5Others

6. How many members you have in your family?

6.1.2 4

6.2.5 7

6.3.More than 7

7. Which Motorcycle you are using Currently?

7.1 Honda 7.2 Yamaha

7.3 Pak Hero 7.4 Others

8. Wat is the Capacity of the Engine of your Bike?

8.1 70cc 8.1 100 8.1 125

9. Are you satisfied with the price of Pakhero?

9.1 Yes 9.2 No



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10. What color of bike do you prefer?

10.1 Black 10.2 Red

11.Why you choose this Brand?

11.1 low cost 11.2 fuel consumption 11.3style

10. How do you find it while riding it?

10.1 1 Very Good 10.2 Good

10.3 3 Normal 10.4 Bad

11. How is your experience about it?

13.1 Excellent 13.2 Good

13.3 Fair 13.4 Bad

12. What is the importance of Bike in your life?

14.1 Normal 14.2 Average 14.3 High

13. Do you like the color of your Bike?

15.1 Yes 15.2 No

14. Are u satisfied with its pick up?

16.1 Yes 16.2 No

15. Is Pak Hero Economical?

17.1 Yes 17.2 No



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16. Do u like its Advertisement?

18.1 Yes 18.2 No

17. Why you purchased Pak Hero?

19.1 Economy 19.2Style

19.3Price 19.4 other ____________

18. Why would you prefer Pak Hero?

20.1Quality 20.2 Price

20.3 Style 20.4Performance

20.5Others(please specify)______________

19. You want to switch over to any other Bike, Which one you would

prefer?

21.1Honda

21.2Yamaha

21.3 Others (please specify)______________

22.Where did you get information about it?

22.1 Friends 22.2 TV 22.3 Newspaper

23.Who is the financer of that bike?

23.1 Father 23.2 Yourself 23.3 Others______

24.Are you Loyal with this Brand?

24.1 Yes 24.2 No



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25.What would you say about after sale service of Pak Hero?

25.1 Very Good 25.2 Good

25.3 Fair 25.4 Bad

26.Would you like to give any suggestions for improvement of Pak

Hero?

______________________________________________________

______________________________________________________

______________________________________________________

______________________________________________________

PAKHERO

20. Gender?

1.1Male 1.2 Female

21. Age?

2.1 Under 25 2.2Above 25




3.5Others (please specify) ______Shah Rukn-e-alam colony_______



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4.1 Less than 10,000 4.2Rs.10,000-20,000

4.3Rs.20,001-30,000 4.4 Rs.30,001-40,000

4.5Rs.40,001-50,000 4.6More than Rs.50,000



5.4Masters 5.5Others


6.1. 2 4 6.2. 5 7

6.3. More than 7

26. Which Motorcycle you are using currently?


7.3Pak Hero 7.4 Others

27. What is the Capacity of the Engine of your Bike?

8.170cc 8.1 100 8.1 125


9.1Yes 9.2 No


10.1 Black 10.2Red

30. Why you choose this Brand?



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11.1 low cost 11.2fuel consumption 11.3style


10.1 1 Very Good 10.2Good



13.1 Excellent 13.2Good

13.3 Fair 13.4 Bad


14.1 Normal 14.2 Average 14.3High


15.1 Yes 15.2No


16.1 Yes 16.2No


17.1Yes 17.2 No


18.1 Yes 18.2No





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19.3Price 19.4 other ____________






prefer?

21.1Honda 21.2 Yamaha



22.1Friends 22.2 TV 22.3 Newspaper


23.1 Father 23.2Yourself 23.3 Others______


24.1 Yes 24.2No



25.3 Fair 25.4Bad



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Hero?

_______NO_______________________________________________

______________________________________________________

______________________________________________________

______________________________________________________

PAKHERO

41. Gender?

1.1Male 1.2 Female

42. Age?

2.1 Under 25 2.2Above 25


3.1 Bandbosan 3.2 New Multan





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4.1 Less than 10,000 4.2Rs.10,000-20,000

4.3 Rs.20,001-30,000 4.4 Rs.30,001-40,000

4.5Rs.40,001-50,000 4.6More than Rs.50,000



5.4Masters 5.5Others


6.1. 2 4 6.2.5 7 6.3. More than 7




48. Wat is the Capacity of the Engine of your Bike?8.170cc 8.1 100 8.1 125


9.1Yes 9.2 No


10.1 Black 10.2Red


11.1low cost 11.2 fuel consumption 11.3style



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13.3 Fair 13.4 Bad




15.1Yes 15.2 No


16.1 Yes 16.2No


17.1Yes 17.2 No


18.1 Yes 18.2No



19.3Price 19.4 other ____________



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20.1Quality 20.2Price




prefer?






23.1 Father 23.2Yourself 23.3 Others______


24.1 Yes 24.2No



25.3 Fair 25.4Bad


Hero?

_______________NO_______________________________________



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______________________________________________________

______________________________________________________

______________________________________________________

PAKHERO

62. Gender?

1.1Male 1.2 Female

63. Age?

2.1Under 25 2.2 Above 25



3.3Cantt 3.4 Mumtazabad



4.1Less than 10,000 4.2Rs.10,000-20,000



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4.3 Rs.20,001-30,000 4.4 Rs.30,001-40,000

4.5Rs.40,001-50,000 4.6More than Rs.50,000


5.1Metric 5.2 Inter 5.3Graduation

5.4 Masters 5.5Others


6.1.2 4 6.2. 5 7 6.3. More than 7




69. Wat is the Capacity of the Engine of your Bike?

8.170cc 8.1 100 8.1 125


9.1Yes 9.2 No


10.1 Black 10.2Red


11.1 low cost 11.2 fuel consumption 11.3style





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13.3 Fair 13.4 Bad




15.1Yes 15.2 No


16.1Yes 16.2 No

78. Is Pak Hero Economical?17.1Yes 17.2 No


18.1 Yes 18.2No



19.3Price 19.4 other ____________




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20.3Style 20.4Performance



prefer?






23.1Father 23.2 Yourself 23.3 Others______


24.1 Yes 24.2No


25.1 Very Good 25.2Good

25.3 Fair 25.4 Bad


Hero?

_____________No_________________________________________

______________________________________________________

______________________________________________________



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______________________________________________________

Data analysis:

After studying the sample it can be concluded that most of theusers of Pak hero are teen ager and purchasing this bike becauseof its low cost and economy and the main competitor of the bikeis Honda 70 further it comes in our knowledge also that after sale

service and advertisement of the company is very bad and mostlyconsumer are complaining about it. So company should launchadvertisement programs and improve the after sale service of thebike in the end we would suggest as 70% users of the bike areteen ager then company must target the teen ager in order to getheavy market share and to compete its major competitor Honda.Recommendations:



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PAK HERO should adopt some of the repositioning strategiesmentioned above

It must reconsider its advertising programs

It must bring some improvements in its product by keepingin mind its competitors.

Conclusion:

Perception making is an important aspect for consideration whenit comes to introducing a new product in market. Successfulperception can helps a lot in building a positive image inconsumers mind. PAK HERO has developed its image as a local

manufacturer that provides high performance product with-inaffordable price range. What more it needs is the repositioningstrategy in order to keep its market share and improve its productfurther.

Bibliography:www.pakhero.cmwww.answers.comwww.pakwheels.comwww.motorbikelinks.com/motorcycle_manufacturers/pakistan.shtmlwww.defence.pk/forums/.../31336-pakistan-two-wheeler-industrywww.psqca.com.pk/downloads/PSQCA-2WheelerAuto.pdf
http://www.pakhero.cm/http://www.answers.com/http://www.psqca.com.pk/downloads/PSQCA-2WheelerAuto.pdfhttp://www.pakhero.cm/http://www.answers.com/http://www.psqca.com.pk/downloads/PSQCA-2WheelerAuto.pdf

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CB Final Assignment 2