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7/30/2019 India Bike Industry
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Chapter 1
Introduction
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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.
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Chapter 2
Research Methodology
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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.
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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.
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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
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Chapter 3Data Interpretation
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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%
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Income level of the Respondents
Family yearly Income level is divided into 4 parts
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Brand prefered by the Respondent at the most:
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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
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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
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Chapter 4Conclusion
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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
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