8/12/2019 MM MR Task

1/3

MM1 SEC C 2014

GROUP NO: 10

SUBMISSION NO 3 ON 14 July 2014

Market Research Task

Two Wheeler Automobile Industry

INDIAN INSTITUTE OF MANAGEMENT

LUCKNOW

8/12/2019 MM MR Task

2/3

Observations

1.Product of ChoiceBajaj is the most preferred brand among the market with Pulsar and

Discover being the most used by the people closely followed by the

Honda which reached most housewives and men over the age of 40.

2.Duration of UseWhile some of the audience were recent buyers of the product, the

median usage of the product was about 3 years. It was also noted that

once the bike was more than 7 years old, users preferred to go for a

newer product where the change of brand depended on the comfort of

usage of the older product. Most users were loyal to one brand and

opted to purchase a different product of the same brand.

3.Next Preferred Brand

As all the preferred brand outlets are available in Lucknow, the

consumers always purchased the brand and product of their need. When

asked about their next favoured product, scooter users wanted a

different model of scooter while bike users preferred a different product

of the same range in bikes. Consumers were clear about their need and

chose the products that is useful to their daily usage.

4.Impact of AdvertisementsAll the consumers were unanimous in refuting any impact of

Advertisements in their decision making. They also refused that the star

power and Bollywood celebrities promoting the product had any impact

on their purchase.

8/12/2019 MM MR Task

3/3

5.Impact of PriceHousewives and middle income class users agreed that pricing of theproduct was a major reason for their purchase. But Students in the age

group 18-30 purchased high end superbikes with out caring for the

price. The styling and the social impact factors of product and the brand

was a major reason for their purchase.

Product Usage Nextfavourite

Advertising

Price Age Gender Occupation

Hero Passion 48 Bajaj Discover No Yes 40 Male Self

Honda Acitva 12 TVS ScootyPep

No Yes 20 Female Student

Honda Activa 4 Hero Maestro No Yes 16 Male Student

Honda Activa 28 Honda Deo No Yes 22 Male Student

Bajaj Discover 18 Yamaha CBR No Yes 24 Male Graduate

TVS Apache 12 Yamaha CBR No Yes 34 Male DoctorHero CBZ 6 Suzuki

HayabusaNo No 20 Male Student

HondaTrigger

12 Bajaj Discover Yes Yes 16 Male Student

Hero Passion 96 TVS Apache No Yes 23 Male Retail Job

Bajaj Discover 42 HondaTwister

No Yes 28 Male Manager

Bajaj Avenger 24 Royal EnfieldBullet

No No 26 Male Salesperson

Honda Activa 36 Hero Splendor No Yes 19 Male StudentRoyal EnfieldBullet Electra

48 Bajaj Pulsar No Yes 28 Male Student

Bajaj Avenger 36 TVS Apache Yes No 32 Male BankManager

TVS Scooty 36 Honda Activa No No 29 Male Manager

Honda Activa 3 TVS Scooty Yes Yes 33 Female Physio

Honda Activa 1 TVS Scooty Yes Yes 23 Male Software

Yamaha CBZ 7 Bajaj Discover No No 48 Female Teacher