Market Research Project Report On What Drives Satisfaction in Motorbikes for Men? using SPSS

1. Great Lakes Institute of Management, Chennai
Market Research Project Report On
What Drives Satisfaction in Motorbikes for Men?
PGPM 2019-20 Resilient Rajputs
Section-1 Group -1
Name Roll No.
AakarGangrade FT201001
Arpit Agarwal FT201019
Avishek Sharma FT201026
Abhishek Kumar Singh FT201007
Disha Ghoshal FT201032
Anand S FT201013

2. 1. INTRODUCTION
Consumer satisfaction is driven by various factors and varies from person to person. While some
external aspect might be a deciding factor for someone, an internal aspect of the product could be
the force driving home the satisfaction. The level of satisfaction also depends on the availability of
options. Because satisfaction is qualitative in nature, we have to quantify the measurements and we
have to use various market research tools to do it.
Motorbikes have always fascinated men and with the steady increase in purchasing power and a
variety of options available in the market, motorbikes have become a part of the psyche of men.
Today, motorbikes range between being a luxury to a requirement. But, irrespective of this fact, a
lot of thought goes into deciding what bike to buy or which bike you prefer to ride based on certain
specifications.
There are specific attributes of a bike that drives the user to buy, use and gain satisfaction from the
bike. A bike is known by its attributes like engine, aesthetics, and after sales services. It is perhaps
more inclusive to think of a bikes as encompassing all the associates that a consumer has for that
bike: all the qualities like color, accessories and mileage that are mentally linked to the consumer’s
satisfaction.
Customer satisfaction is a key element for the success of any product and automatically becomes
the major concern for any industry. In our research, we have tried to rate the features of a bike that
affect the satisfaction that customers draw out of it and help conclude about decision making.
Process followed for MR on satisfaction in motorbikes for men
Literature
Review on
Satisfactionin
motorbikes
for men from
Google
scholar and
EBSCO
Selected
several
parameters
from LR for
qualitative
research
Focus Group
discussionand
narrowing
down to
important five
factors as
constructs
Hypothesis
Building for
positive
relationship
between
satisfaction
and the
factors
Questionaire
prepartionfor
each
construct.
Non-
probability
convenience
sampling
Data analysis
using tools
like Mean,SD,
Cronbach
alpha,ANOVA,
correlation,
factor analysis
and
regression
Findings and
implications

3. 2. Literature Review
Customer Satisfaction is a person’s emotional feeling of the object, such as good/bad or like/dislike,
resulting from comparing a product’s performance in relation to his or her product’s expectations
vs. perceptions based on customer attitude, product performance and service quality.
A Study on Consumer Satisfaction of Two-Wheeler Bikes by Debasis Tripathy, Dr. Ronald Mani
study is based to identify the satisfaction level of two-wheeler bike users at Allahabad city of
UttarPradesh. The survey is mainly focused on the factors in which the bike owners are satisfied /
dissatisfied with two wheeler bikes they are using, which are as follows:
 Aesthetics (Design/Style/Comfort)
 Mileage
 Technology
 Power/Speed
 After-sales service
Customer Satisfaction among Two-Wheeler Users An Indian experience – with special reference
tomotorcycle users by Kerav Pandya & H. J. Jani had conducted a study in state of Gujarat and
collected samples of 450-participants using convenience sampling. The study focused on finding
the impact of all features of motorcycles on satisfaction level. It found following variables
influencing the customer behavior:
 Safety
 Technological Development
 Mileage
 Price
 Style/Aesthetics
 Power / Pickup
 Brand
 Warranty
 Resale Value
 Comfort
 Technology
 Maintenance Cost
 Durability
 Post-sales service
“Customer Satisfaction towards Honda Two wheelers” by Dr. DugganiYuvaraju& Prof. S. Durga
Rao is another paper that gives factors specific to Honda and the research was conducted in
Tirupathi with 100 respondents.The most preferable factors were:
 Pick Up
 Design
 Value for money
 Mileage
 Technology

4. We went through many research papers and journals to seek the different factors which consumers
are looking for while making a purchase and after it. There’s no dearth of research on this topic and
the variables are different for the types of users i.e. there are some factors appealing to utilitarian
users whereas there is other set of factors which the long-distance travelers seek. Although it is
difficult for a manufacturer to fulfill all the needs and wants of a customer in a single variants,
nevertheless, this market research study would give us some insights on the major checkboxes that
are a must.
3. Qualitative Research & Findings and Technique Used:
The qualitative technique used for the survey was Focused Group Discussion (FGD).
For our topic we had an FGD with 12 participants who were selected randomly, 6 of whom have
owned a bike and 6 of whom have never owned a bike but have ridden one. Through our literature
review we were able to find out several factors which influences the level of satisfaction, namely,
Bike’s Mileage, Technological Specifications, Pick Up, Warranty Aesthetics, Comfort, Safety,
Brand, Speed, Price, Seating Capacity, Maintenance Cost, Resale value, After sales services.
Group 1 – 6 male participants – who currently own a bike or have owned a bike earlier;
Group 2 – 6 male participants – who have never owned a bike but have used it through their friends
and family.
The questions that were prepared for FGD were –
 Which is one most important factor among the 9 given which is most important while
buying a bike?
 Is Brand an important factor to satisfy a bike owner?
 If you want to change or buy a bike, does aesthetics of the bike is more important than the
technical specifications of the bike?
 Are comfort and seating capacity a requirement in your decision?
 Will you go for a bike brand which has just opened up in your country and just started
operations in 1 or 2 cities knowing that there might be some issues in After Sales Services?
 What will consider more? An imported bike with low mileage or a budget bike with a very
high mileage?
Findings
Based on the response in the FGD to this questions, 6 factors were found to be more important
based on which the hypothesis were formulated. The 6 factors are –
INDEPENDENT VARIABLE
 Price
 Aesthetics
 After-sales service
 Technical Specifications
 Mileage

5.  Brand
DEPENDENT VARIABLE – Satisfaction
Justification
 Our topic explores the factors responsible the satisfaction in men, which is a very casual and
exciting topic experienced by bike riders i.e. it is not a sensitive topic which would elicit a
one-on-one personal discussion which is generally the case with Depth Interviews (DIs).
 As participants could be gathered at the same time for the discussion, it provides multiple
perceptions on the parameters provided to discuss.
 FGD is time saving and inexpensive to conduct.
 FGD helps in narrowing down to the most important parameters that drives satisfaction in
motorbikes for men from all the parameters collected as a part of literature review.
4. Hypothesis Building:
Five individual hypotheses were stated for each parameter as an independent variable to know their
significance and interaction with the dependent variable(Satisfaction).
H1: There is a positive relationship between attitude towards the price and satisfaction.
H2: There is a positive intention between aesthetics and satisfaction
H3: There is a positive relationship between after-sales service and satisfaction.
H4: There is a positive relationship between technical specifications and satisfaction.
H5: There is a positive relationship between mileage and satisfaction.
H6: There is a positive relationship between brand and satisfaction.
5. Plan for data collection:
With the questions for each construct has been defined above, data collection plan involves survey
by distribution of questionnaires to the participant group.
Pilot Survey: A pilot survey consisting of the questionnaire defined for the construct is planned to
be conducted for a small sample group in order to measure the participants understanding.
Designing questionnaire also includes counterbalance analysis by which two versions are created
and validated for the data quality.
Sampling method:
 Non-Probability sampling:
This sampling procedure is chosen as to collect primary data from the participants and also
because of the unavailability of ready data.
o Convenience sampling:
The convenience sampling method is selected to acquire data as the participants are
chosen from the researchers circle in the form of family, friends and acquaintances.

6. Tools for Data Analysis:
After the data acquisition the data analysis tools are used to find the statistical significance are,
 Mean
 Standard Deviation
 Cronbach Alpha
 ANOVA
 Regression analysis
Mean and standard deviations are measured to understand the consistency of the answers to be
given by participants.
To find the reliability of data collected, Cronbach alpha can be used.
ANOVA(as independent variables are categorical)shouldbe computed to measure the main effect
and interaction between each construct on dependent variable defined in the hypothesis and also to
measure statistical significance of the hypotheses between the dependent and independent variables
that are the motorbike’sattributes and satisfaction.
ResearchMethodology
For this study we used Simple Random Sampling to select the respondents for our qualitative
research. The qualitative research was conducted via Focused Group Discussion, it gave us an
insight of the major factors common to the people which drive satisfaction in bike for men.For our
quantitative research we used an online questionnaire to reach out the respondents. The
questionnaire captured the demographics of the respondents like age, gender, etc. It had multiple
items corresponding to each construct on a 5-point Likert Scale. The options varied from Strongly
Disagree to Strongly Agree with scores 1 & 5 corresponding to respective options.
Data was first checked for its reliability by using the Cronbach’s Alpha.
Second step was to find if there exists any correlation between the variables.
Third step was to reduce this correlation by employing Factor Analysis.
The final step was to check the significance of the factors obtained by Linear Regression Method
Sample Size – 114
<The research questionnaire has been attached at the end of the analysis>

7. 6. Data Analysis
Data were collected from respondents regarding their level of satisfaction with six features of the
motorcycle they use. Before using this data for various interdependence techniques, it is necessary
to check whether the data is reliable, valid and normally distributed.
 Reliability of Data
Cronbach’s alpha is the average of all possible split half coefficients resulting from different
ways of splitting the scale items.
Dependent / Independent Variables Notation
BRAND BR
PRICE PR
TECHNICAL SPECIFICATIONS TECH
AESTHETICS AES
MILEAGE MIL
AFTER SALES SERVICE ASS
OVERALL SATISFACTION OS
 Brand
Two questions were asked for the construct brand and the reliability of the data was
calculated using Cronbach alpha which was calculated as 0.704

8. Price
There are 3 questions for this construct. We have Reverse-Scored the last item –
REV_PR3. Reliability of the data was 0.705.
 Technical Specifications
Reliability of the data was reduced due to a question of technical specification
construct and the Cronbach’s Alpha value was low as 0.167. So, we removed TECH3
question as the data cannot be used.

9.  After removing TECH3
After the removal of TECH3, the reliability was calculated again and the value of
Cronbach alpha was 0.778.
 Aesthetics
There were 3 questions for this construct. We have reverse scored the 3rd question’s
response: REV_AES and the reliability was low for the data due to one question on
looks of the bike.

10.  After Removing REV_AES
The reliability of the data was measured as 0.602 after removing unreliable data for a
question.
 Mileage
Cronbach alpha was calculated for reliability of data and it was measured to be 0.714

11.  After Sales Service:
Three questions were defined for the construct and the reliability of the data was
measured to be 0.670

12.  Overall Cronbach Alpha for all the factors combined
Overall Cronbach alpha is calculated for the average values of each construct and it
was measured as 0.778.

13.  Checking for Correlation
Correlation is a statistical technique that can show whether and how strongly pairs of variables are
related. By this we want to check whether there’s any interconnection among the variables.
There are many variables which are correlated, had this been the result of creating interaction term
then we would have used “mean centering”. But, since, multicollinearity is there even though the
interaction term is absent we go forward with Factor Analysis. It will remove correlation between
the variables.

14.  FactorAnalysis
It is a data reduction technique by which we reduce a large number of correlated variables to a
small number of un-correlated factors.
There is a formation of two factors and both the factors have many significant variables. Factor 1
has Brand, Price, and Technical Specifications, Aesthetics, After-Sales Service as variables with
high loadings. Factor 2 shows Mileage & After-Sales Service having medium loading. Although
Factor 2 is medium loading, we can’t ignore it. We have to consider it.
Since, Average is loading as medium in both the factors, we have to perform Factor Rotation.
Factor Rotation
It is done to reduce variability amongst the variables. We are performing Varimax Rotation on our
data. Kaiser normalization method is used for factor rotation to get the simplest possible structure.

16. Now, both the factors are formed logically. The medium loadings have been reduced to small and
high loadings have retained their spot, thus, reducing variability.
Factor 1 – Brand, Technical Specifications, Aesthetics Quality
Factor 2 – Price, Mileage, After-Sales Service Economic
Correlation between the two factors – Both the factors are perfectly Orthogonal to one another.

18.  Linear Regression
To check the significance of both these factors we are doing the regression analysis.

19. From this we find out that both these factors are significant.
Observation
1. Quality Factor is characterized by Brand, Technical Specifications and Aesthetics and all
of them are significant.
2. Economic Factor is characterized by Price, Mileage and After-Sales Service and, again, all
of them are significant.
 FACTOR 1:
 FACTOR 2:
7. Findings
All the data pertaining to individual constructs were reliable and the Cronbach alpha for all constructs were
in the acceptable range.
From the regression analysis of the two factors, it is observed that the quality factor andeconomic
factor are significant(<0.05) in driving satisfaction in bike for men.
The economic factor effect is relatively more when compared to quality factor as calculated from
the beta coefficient.
The Adjusted R-Square value was observed as 0.510 which represents 51 % of explained variation
over the total variation and this implies a good statistic value for a human behavioral topic which
generally tends to be low
Brand Tech Specification Aesthetics
Price Mileage AfterSalesService
Quality Factor
Economic Factor

20. Implications
The quality factor defined that people’s self-esteem and social image is enhanced which is significant
for satisfaction. People tend to buy bikes of good brand, with technicalities and proper aesthetics.
Economic factor was also found contributing in driving satisfaction in bikes for men by which people
tend to think economical by desiring for a good return on investment and they are impacted by the
price(investment) of bike. Middle income customers are concerned about the mileage and after sales
service to ensure the quality of the bike is maintained. The value of money people spend on bike as
the spending power of these customers are less, it drives satisfaction in them.
Comparatively a company should focus more on the economic factors like mileage, price and After
sales services as it contributes significantly more when compared to quality factors like Brand Image,
Aesthetics or Technical specifications,
Market Survey Questionnaire
Name ________
Gender
o Male
o Female
Occupation
o Student
o Self-employed
o Working Professional
o Others
Age
o 18-25
o 26-35
o 36-50
o 50+
I am satisfied with the overall performance ofmy bike

21. Brand of the bike enhancesmy personality.
I will recommend my bike’s brand to others.
Price for my bike is justified.
Maintenance cost ofmy bike is affordable
I don’t feel that I overpaid for my bike
I am satisfied with the engine power / pick up of my bike.

22. My bike is durable and sturdy.
I did not thoroughly analyze the technical specification ofmy bike before buying.
My bike’s design enhances my self-esteem.
I am comfortable riding my bike even for long distances.
I am not happy with the looks and style ofmy bike.
Please enter the mileage ofyour bike (approx.): ______
I am satisfied with the mileage ofmy bike.

23. My bike’s mileage doesn’t vary considerably with road conditions.
Authorized service centers are available in my region.
I am satisfied with the quality of services provided.
I am satisfied with the number offree services available.
I am satisfied with the overall performance ofmy bike.

24. References
 A Study on Consumer Satisfaction of Two Wheeler Bikes by Debasis Tripathy, Dr. Ronald Mani
(IJEMR - Volume-4, Issue-4, August-2014, ISSN No.: 2250-0758)
 Customer Satisfaction towards Honda Two wheelers” by Dr. Duggani Yuvaraju & Prof. S.
Durga (IOSR-JBM Volume 16, Issue 5. Ver. I (May. 2014) ISSN: 2319-7668)
 Customer Satisfaction among Two-Wheeler Users An Indian experience – with special reference
tomotorcycle users by Kerav Pandya & H. J. Jani (SIES Journal of Management, March 2011,
Vol.7(2): 74-87)
 Handbook of Marketing Scales by William O. Bearden, Richard G. Netemeyer, Kelly L. Haws
 A Study on Consumer Behaviour Towards Two-wheelers by Mr MVS Mahendra BVIMR
Management Edge, Vol. 5, No. 1 (2012) PP 73-86
 Factor Analysis of Rural Consumers’ Preference Attributes in the Purchase of Two-Wheelers:
An Empirical Analysis by SG Sureshrajan and M Selvachandra
The IUP Journal of Management Research, Vol. X, No. 4, 2011
 AN EMPIRICAL STUDY OF MOTIVATION FACTORS FOR PURCHASING THE BIKE by
Dr. Shailesh K. Kaushal, Shaileja Anand : AIJBSR Vol. 3, Issue 1, Nov '11, PP : 41-51
 Marketing Research by Naresh Malhotra and Satyabhushan Dash