A STUDY ON CUSTOMER SATISFACTION TOWARDS ROYAL ENFIELD BIKES Marketing 2018.docx
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Summer Training Research Project Report
on
CUSTOMER SATISFACTION LEVEL AND
PREFERENCE FOR TWO WHEELER
for
for fully completion of
POST GRADUATE DIPLOMA IN MANAGEMENT
(2013-2015)
Approved by AICTE and Ministry of HRD,INDIA.
Under The Supervision of Submitted by
Dr. Ekta Saxena: JITENDER PAL SINGH PANNU
Head-CGDC Roll No: FPG13-15/075
IBA-Greater Noida IBA-Greater Noida
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Date:
To Whom It May Concern
This is to certify that Mr. /Ms. JITENDER PAL SINGH PANNU student
of P.G.D.M course (2013-15) at Indus Business Academy with dual
specialization in MARKETING & HUMAN RESOURCE has
satisfactorily completed the summer
Research Project on COUSTOMER PREFERENCES AND
SATISFACTION LEVEL OF TWO WHEELER”. This study is done
under the guidance of the undersigned by partial fulfillment for the award of
P.G.D.M. I wish him all the best for bright future ahead.
Dr.Ekta Saxena
Head
Career Guidance & Development Cell (CGDC)
IBA-Greater Noida
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Acknowledgement
I would like to record our thanks to Dr. Debabrata Das, (Director), Indus Business
Academy for encouraging and supporting me in doing this project successfully.
I owe my personal debt of gratitude to my mentor Dr. Ekta Saxena for her valuable ideas,
creative support, timely advice, keen interest and the encouragement shown in successful
completion of this project.
I am deeply indebted to Mr. Pankaj Chaudhary (Field Co-ordinator) under whose guidance
the project was carried out, and for valuable support, motivation, and assistance which served
as the forces that helped me to bring this project to its present shapes.
And all other faculty members, students, friends and all those who are directly and indirectly
involved in this endeavor.
DATE: JITENDER PAL SINGH PANNU
PLACE FPG13-13/075
PGDM 3RD SEMESTER
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DECLERATION
I, the undersigned , hereby declare that this report entitle “CUSTOMER
PREFERENCE AND SATISFACTION LABLE OF TWO WHEELERS ” is a
study conducted at IMRB INTERNATIONAL, under the supervision of Mr. Pankaj
Chaudhary(FC) as a mandatory part of PGDM curriculum. The empirical finding in
this report is based on the data & information collectedby myself.
DATE: JITENDER PAL SINGH PANNU
PLACE FPG13-13/075
PGDM 3RD SEMESTER
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Table of Content of Project Report
S.No. TOPIC PAGE NO.
1. Introduction to Topic 9 - 13
2. Industry Profile 14 - 18
3. Company Profile 19 - 21
3.1 Division of IMRB and Sectors 22 - 27
3.2 Mission and Vision 28 - 29
3.3 SWOT Analysis 30 – 32
4. Objective of the Study 33 - 34
5. Research Methodology 35 – 41
5.1 Types of Sampling 37 – 39
5.2 Data Collection Method 42 - 44
5.3 Method of Research 45 – 46
6. Significance of Study 47 – 48
7. Data Analysis And Interpretation 49 – 64
8. Conclusion 65
9. Limitations 66 – 67
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Executive summary
IMRB is a leading market research company which is known as Indian Market Research
Bureau. It conducts various types of research on several types of product and Services. In
private sector as well as govt. sector. IMRB International has been offering over 30 years of
specialist research services to clients in India and overseas on products and Services covering
the entire gamut of business and industry. IMRB International today, Operates out of its five
full service offices in Mumbai, Delhi, Calcutta, Chennai and Bangalore and is supported by
15 other regional centers for collection of survey information that literally span the entire
country. He is able to provide the highest quality of professional services to the utmost
satisfaction of his clients which include the small, medium and large scale industries, the
government and public sector units, multinational corporations and international companies
that are eyeing the highly promising Indian market.
The project talks about the” preference and satisfaction level of the customer who have their
own two wheelers . The first few pages talk about the introduction of the company,
introduction of the problem and objectives & scope of the study. This is followed by
research methodology used in this project. Next comes the analysis and interpretation of the
problem. The last part consists of findings, recommendations, limitations, conclusion and
bibliography. The questionnaire has been annexed to the report.
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Introduction to topic
Customer satisfaction and preference for two wheeler:
A term frequently used in marketing, is a measure of how products and services supplied by a
company meets or surpass customer expectation. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey of
nearly 200 senior marketing managers, 71 percent responded that they found a customer
satisfaction metric very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and
Increasingly has become a key element of business strategy."Within organizations, customer
satisfaction ratings can have powerful effects. They focus employees on the importance of
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fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of
problems that can affect sales and profitability. These metrics quantify an important
dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing,
which is both free and highly effective."
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representative measures of satisfaction.
"In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.
When customers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget motel—even though its
facilities and service would be deemed superior in 'absolute' terms."
The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an
industry that is an oligopoly, where only a few suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions that they
would never get away if there were, say, a hundred cell phone plan providers, because
customer satisfaction would be far too low, and customers would easily have the option of
leaving for a better contract offer.There is a substantial body of empirical literature that
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establishes the benefits of customer satisfaction.
Fuel injection is a system for admitting fuel into an internal combustion engine. It has become
the primary fuel delivery system used in automotive engines, having replaced carburetors during
the 1980s and 1990s. A variety of injection systems have existed since the earliest usage of the
internal combustion engine.
The primary difference between carburetors and fuel injection is that fuel injection atomizes the
fuel by forcibly pumping it through a small nozzle under high pressure, while a carburetor relies
on suction created by intake air accelerated through a Venturi tube to draw the fuel into the
airstream.
Modern fuel injection systems are designed specifically for the type of fuel being used. Some
systems are designed for multiple grades of fuel (using sensors to adapt the tuning for the fuel
currently used). Most fuel injection systems are for gasoline or diesel applications.
The functional objectives for fuel injection systems can vary. All share the central task of
supplying fuel to the combustion process, but it is a design decision how a particular system is
optimized. There are several competing objectives such as:
Power output
Fuel efficiency
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Emissions performance
Ability to accommodate The functional objectives for fuel injection systems can vary. All share
the central task of supplying fuel to the combustion process, but it is a design decision how a
particular system is optimized. There are several competing objectives such as:
Power output
Fuel efficiency
Emissions performance
Ability to accommodate alternative fuels
Reliability
Driveability and smooth operation
Initial cost
Maintenance cost
Diagnostic capability
Range of environmental operation
Engine tuning
Driveability and smooth operation
Initial cost
Maintenance cost
Diagnostic capability
Range of environmental operation
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Industry overview of two-wheeler.
Indian two-wheeler industry: Rural India to drive industry's growth
The Indian two-wheeler industry has come long way since its humble beginning in 1948
when Bajaj Auto started importing and selling Vespa Scooters in India. Since then, the
customer preferences have changed in favor of motorcycles and gearless scooterettes that
score higher on technology, fuel economy and aesthetic appeal, at the expense of metal-
bodied geared scooters and mopeds. These changes in customer preferences have had an
impact on fortunes of the players. The erstwhile leaders have either perished or have
significantly lost market share, whereas new leaders have emerged.
Rising income levels, reducing excise duties, higher loan tenure and loan-to-value offered by
the financing companies have all fuelled the growth of two-wheeler demand. Besides,
mounting traffic chaos and limited parking space has also increased the demand for two-
wheelers from households that can afford or actually do own a car. Furthermore, with
increasing women working population, changing social philosophy and broad-mindedness,
the penetration of two-wheelers in target population has increased significantly during last
one decade especially in urban areas.
However rural areas and smaller towns still remains considerably under penetrated market.
The authors foresee rising income levels combined with increase in finance penetration in
rural areas and smaller towns, the demand for two-wheelers will grow swiftly in short to
medium term period. Sighting this huge growth opportunity two-wheeler manufacturers have
started launching models catering to the needs of rural demand.
The authors have developed a statistical model that attempts to forecast the domestic two
wheeler sales on the basis of ownership cost and the target population that includes young
populace that can afford but do not own a two wheeler. Other qualitative factors like macro-
economic outlook, consumer confidence, willingness of vehicle financers to finance TWs,
etc. have also been quantitatively built in demand forecasting model.
After a strong recovery industry posted in FY10, which was continued even in first quarter of
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FY10, the authors foresee the high growth levels witnessed currently would stabilize in next
2-3 year period. Nevertheless the industry would register a healthy growth during FY10-
FY15 period. According to this report, rural India would drive the growth, whereas the
opportunity in urban India, especially bigger cities, would become limited in days to come.
In FY10, almost all the manufacturers reported healthy rise in their top-line, driven by growth
in both volumes and realization. Operating margins also observed improvement owing to
drop in raw material prices. However, the authors foresee that industry would face challenge
of rising input cost and rising competition levels which would strain margins considerably in
short to medium term period.
The domestic two-wheeler industry has been able to recover strongly from the economic
crises of FY08. Rising income levels, ease in liquidity scenario and return of consumer
confidence owing to revival in employment rates were the key drivers for this growth. The
authors foresee the short to medium term outlook of the industry will remain healthy, majorly
driven by rising demand from rural areas and smaller towns.
‘The Indian Two-Wheeler Industry' gives valuable insight of the industry encompassing its
evolution in India, its characteristics, demand drivers, Government regulations, commentary
on industry players and competition and the trends in domestic sales and exports. The trends
are analysed in depth for various vehicle segments, namely motorcycles, scooters, mopeds
and electric two-wheelers, further sub-classified based on the engine capacity. Various
segments and sub-segments are appropriately associated with the relevant products and
companies for enhancing the understanding of the competitive scenario in the industry. The
cost analysis presented in the report will help the reader identify the critical cost items and
their trends. The company section in the report provides detailed profiles of the top three
players in the industry, including information on their financial and operational parameters.
The report presents forecasts of domestic as well as export sales for each of the next five
years till FY15, separately for all the segments. The authors have developed a robust model
for forecasting domestic sales. It takes into account the cost of owning a two-wheeler, age
demographics and income distribution of the populace. It also attempts to quantitatively
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adjust for qualitative factors like current economic scenario and outlook, consumer
confidence level and persuasive sales techniques of dealers and vehicle financer
The feeling of freedom and being one with the nature comes only from riding two wheelers.
Indian prefer two wheelers because of there small manageable size, low maintenance, pricing
and easy loan repayments. Indian street are full of all age group riding a two
wheelers. However with a large plethora of choices available to the Indian buyer, one could
be a little confused while choosing his or her favourite set of two wheels. At present time
there are many problem faced by two-wheeler’s.
Figure3.1 (Taken from PPM survey conducted for two-wheelers)
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This project will help to the two wheelers manufacturer to understand the priority of the
customer, and also help to full fill the customer demand in the field of two wheelers.
The study on two wheelers done by me is dividing in three parts which are as follows.
1) Preferences and liking on the bases of riding experience.
2) Preferences and liking on the bases of style.
3) Preferences and liking on the bases of cost and maintenance.
1) RIDING EXPERIEANCE means experience at the time of driving/riding the bike.
Riding experience include the pickup of the bike, posture while riding the bike,
handling of the bike, stability of the bike, engine performance of the bike etc.
2) STYLE include the look of the bike, quality of the stackers’, fit and finishing of the
bike, head lamp look, wiser style etc.
3) COST AND MAINTINANCE includes the initial on road price of the bike, mileage
of the bike and cost of maintaining etc.
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INTRODUCTION
Established in 1971 and with over three decades of market research experience, IMRB
International is a pioneer in India in various research areas. Associated with a group of
international market companies such as the British Market Research Bureau (BMRB) and
Millward Brown International, IMRB International operates out of thirteen cities in India and
has associate offices in Sri Lanka, Bangladesh and Nepal. The 500 member strong IMRB
International promises high quality conceptualization, strategic Thinking, execution and
interpretation skills on all its clients' research needs. In 1996, IMRB International managed
2,500 projects and 4,000,000 interviews. IMRB International is the only research company in
India today that offers the entire range of research based services to its clients. IMRB
International's specialised areas are consumer markets, industrial marketing, business to
business marketing, social marketing and rural marketing. IMRB International is the market
research wing of J Walter Thompson (JWT) - the leading advertising agency in India. JWT in
turn belongs to the Kantar Group, which in turn is a part of the WPP Group - the largest
advertising group in the world.
IMRB DIVISION
IMRB International has been offering specialized research services for around 4 decades to
clients in India and overseas. IMRB International operates out of its five full service offices
in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional
centres for collection of survey information.
IMRB International has nine specialist units:
IMRB International Divisions: ABACUS MARKET ANALYTICS
ABACUS MARKET ANALYTICS unit offers a wide range of services to all the research
units in IMRB. These include data processing, charting, statistical analysis, database
management and updating, software development and testing.
IMRB International Divisions: BIRD
BIRD, the Business & Industrial Research Division of IMRB International, is the market
research and consultancy division servicing B2B and industrial markets. For catering to
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technology markets including IT hardware, software & services and Telecommunication,
there is an exclusive e Technology Group within BIRD.
IMRB International Divisions: BSG
The Brand Science Group (BSG) is a new unit at IMRB International that primarily focuses
on Brand and Communication Research. Over the last few years IMRB Brand Science has
been working towards the development of various tools that would help us get a better
understanding of the Brand and its communication in an Indian Context.
IMRB International Divisions: CSMM
Customer Satisfaction Management & Measurement (CSMM) is an independent, specialist
unit of IMRB International. CSMM is an exclusive member of the Walker Information
Global Network (WIGN) in the Indian subcontinent.
IMRB International Divisions: Media & Panel Group
Media and Panel is an independent, specialist unit of IMRB International, incorporated in
1992. MPG handles different kinds of research both syndicated and customized. MPG has 4
different verticals: Consumer Panel (Market Pulse), Retail Unit, Media Unit, Mind tech
Software and Systems.
IMRB International Divisions: PQR
Probe Qualitative Research is one of India's leading qualitative research groups and has
executives specially trained in India and overseas in qualitative research methods.Drawing on
learning from ethnography, psychology and anthropology. It has created an array of validated
tool-kits.
IMRB International Divisions: Quantitative Research
IMRB International's Customised Quantitative Research Division offers custom research
solutions using quantitative methods to clients in India and abroad through its five offices in
Mumbai, Delhi, Kolkata, Bengaluru and Chennai.
IMRB MindTech Systems: Software development house
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MindTech Systems has been in software development to enhance Market Research services.
MindTech Systems services are a value addition to existing MR services. Our solutions help
clients to convert market research information into actions.
IMRB International Divisions: SRI
Social and Rural Research Institute (SRI) has been set up by IMRB International in 1990
with the objective servicing the clients in the development sector with focused efforts.SRI,
over the years, has developed strong expertise and capabilities for designing and conducting
surveys.
ABACUS MARKET ANALYTICS
Abacus Market Analytics is a division of IMRB International – “India’s leading market
research agency”. IMRB International are in the market research industry since 1971 and
today it footprints spans across 11 countries - India, Pakistan, Bangladesh, Sri Lanka,
Dubai, Saudi Arabia, Egypt, Singapore, Malaysia, Korea and UK.
Abacus Market Analytics is a one stop shop market research outsourcing firm
specializing in Global Primary Research, Data Processing, Advanced Market Analytics,
CRM and Survey Analytics Solutions.
Abacus is pride ourselves for providing innovative, superior services and solutions that
are flexible, robust, dependable & scalable to support our clients’ constantly evolving
needs in the dynamic arena of market research. It is committed to understand and meet
the needs of our national/international clients. Abacus is to constantly strive towards
building trust and client delight.
The main advantage of working with Abacus is that it origins are those of a full service
agency having moved into providing outsourcing for global clients. Therefore it has a
strong domain understanding of market research that enables to add substantial value to
it outsourcing engagements.
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Abacus operations centres are located across India covering five major cities (Delhi,
Mumbai, Pune, Kolkata& Bangalore). This pan India presence helps us to manage end-end
research operations including survey programming, multi country online & CATI data
collection, data processing, reporting & advance analytics.
Pioneers of Market Research in India
Rich heritage of 38 years in Market Research industry
Core footprint of IMRB spanning 11 countries
A KEMA Quality B.V. certified ISO 9001:2008 company
Proud member of ESOMAR & MRA
Sectors at IMRB research:
Ever since its establishment in 1971, IMRB International has been the pioneer inconducting
market research exercises for several sectors. Today, there is hardly anysector that IMRB
International hasn't researched. From potato wafers to PCs,cigarettes to cellular phones,
alcohol to air conditioners and bubble gums to big-sizedcars - just name it and we have
researched it.
Agriculture and Agro-products
Alcohol
Automotive
Building and Construction
Consumer Durable
Distribution/Retail Trade
Household Care
IT/Internet
Industry and Business
Media and Entertainment
Social and Rural & Government
Tobacco
Engineering Sector
Education Sector
Processed Food
Sports Goods & Accessories
Health Care
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Finance/Banking/Insurance
Energy and Environment
Telecom
Processed Beverages
Cosmetics & Personal Care
Heavy Industries/Chemicals/Industrial/Minerals
Kids Products
Outwear/Clothing/Footwear/Accessories
Office Products & Services (non IT/non telecom)
Paper Products/Machinery
Services
Tourism, Travel & Leisure
Utilities/Infrastructure.
2.4] Services offered at IMRB:
The depth and breadth of services that we provide are extensive and includesresearch and
advisory services in the following areas:
Advertising, promotion and media research
B2B and Industrial Research
Brand Research
Customer Satisfaction Research
Corporate and Employee Research
Channel and Retail Research
Product and Packaging Research
Pricing Research
Strategic Market Research.
Company Structure
IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson
Associates, which in turn is owned by Martin Sorrell’s WPP Group plc. Within WPP, IMRB
is aligned with the Kantar Group, an umbrella network of global market research companies
that together account for over $2 billion in revenues and form the world’s second biggest
market research conglomerate
A diagrammatic chart representing IMRB's ownership structure.
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[Figure2.1(IMRB ownership structure)]
In India, IMRB International operates out of its five full service offices in Mumbai, Delhi,
Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection
of survey information. Overseas, IMRB functions through its associates -AMRB-MENA in
the Middle East and North Africa, with offices in Algiers, Dubai, Jeddah, Casablanca and
Cairo; LMRB, with offices in Colombo and Sirius, headquartered in Dhaka.[7]
IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years of
experience. As the oldest market research company in India, it has served as the training
ground of many industry leaders including DorabSopariwala, RanjitChib and MeenaKaushik,
who went on to found their own companies
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MISSION & VISION OF IMRB
Mission
Client service focus
Empowered Employees
Innovative research strategies
Cost efficiency
Vision
To sustain in rank 1 position among all the research organization which it has achieved
for last 2 years.
Loved by more clients
Targeted by top talent.
Benchmarked by more research organization.
To give the accurate data to the client.
ACHIEMENTS OF IMRB
India’s first TV rating system
India’s first Radio Audience Measurement system
India’s first IT and Internet studies endorsed by industry associations
India’s first and largest Household Panel
Instrumental in setting up of Market Research Society of India (MRSI) in 1988 .Creation
of Social Economic Classification (SEC) system, by
Ashutosh Sinha from the Marketing Sciences Group, & used by all MR companies in India
Path breaking book on employee loyalty “The Tao of Loyalty” by AjitRao of CSMM
(Customer Satisfaction Measurement & Management)
Agency of the year award, instituted in 2006 at MRSI, for two consecutive years , 2006
& 2007
Presenting cutting edge research for several years at international forums including
ESOMAR and won awards
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VALUES
Clients – We will be responsible to the needs of our clients.
People-We will trust and respect our employee.
Learning.-We will continuously improve our research –innovatively and expeditiously.
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SWOT ANALYSIS
Strengths
[Figure 2.4(Strength of IMRB INTERNATIONAL)]
It provides perfect data as per the clients’ requirement.
It adopts innovative research ideas always.
It trains it enumerator in appropriate manner
It is much more reliable than others as per success of companies.
Lastly it gives clients satisfaction.
Weakness
Some enumerators cannot bring perfect data up to the requirement. So it needs to be
checked.
Opportunities
Company can conducts more research by uninterrupted services and good
coverage.
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It can be more lovable by the clients by giving more appropriate data.
To conduct more &more survey.
Threats
To its competitor company.
2.10] COMPETITORS OF IMRB
1) NIELSON INDIA- a leading market research agencies
2) CROSS TAB – online market research agency
3) DIKSHA RESEARCH COINBATORE- online market research and public
4) MARKET PULSE- market research and entry strategy services
5) SAMSIKA MARKETING CONSULTANT- marketing consultancy and brand
management courses.
6) TNS INDIA- market research service provider in DELHI.
7) LOMCON- finance and management -market research, financial planning and
consultancy.
8) RUSHABH DIRECT MARKETING- direct marketing, mailing and data base
management service.
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OBJECTIVES OF THE STUDY
To study the preferences in the field of riding experience
To know the preferences in the field of while selecting the style of the bike
To know the preference of the customer while investing the money and suitability of
that money
To known the purchase decision making process of customer in the field of two
wheeler
To have a broad view about the two wheelers
To learn what points are considered while purchasing two wheelers
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Research Methodology
Type of Research: Descriptive Research
Data Source:
Primary Data: Interview, Questionnaires.
Secondary Data: Internet, previous and current records and magazines.
Sampling technique- Convenience sampling
Data collection Tools- Computer Aided Personal Interview(CAPI) method
Area of study- Alwar, Rajasthan
Population- 2.60,593
Sample Size- 414 owner of two wheelers
Covered by me: 58 owner of two wheelers
Data analysis and interpretations using percentage analysis.
Understanding Phase:
This being the primary phase of the study involves the understanding of the basic factors that
affect purchase decision. In two wheelers businesses, there are many factors that affect the
purchase decision directly or indirectly and it is essential to have the knowledge of all these
factors to understand the purchase decision about two wheelers. Every individual has their
own terms and ways of selecting two wheelers. It is essential to have an in depth knowledge
about everything to understand different prospective of two wheelers. This phase includes
three stages:
Stage1: To have the knowledge of all the factors that affects the two wheelers performance.
Stage2: To have the knowledge of all the factors that affects the image of the two wheelers
in the mind of customer.
Stage3: To have the knowledge of all the factors that affects the two wheeler cost and
maintenance.
Analysis phase:
After being familiar with the basics of the two wheelers, the next was to determine the
information needed in specific. The objective is to get better people and to know customer
preferences. No less important was the determination of the source of information both
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primary & secondary data source has been used here to obtain more accurate information’s
and results. Primary data have been collected through questionnaires(CAPI) and data source
like publication Journals & reports was also consulted in order to get prior information about
the two wheelers.
After consulting the secondary data source, questionnaire used here is a systematic structure
questionnaire & the method was personal interview that gives respondent to evaluation
&thinking on a particular question .In survey respondent are asked question which give
factual information. The answer is generally in affirmative or negative. The communication
was done with the respondent, in verbal form also care was taken to ensure that the response.
POPULATION:-
The entire group of study objects is called as population of the research study. These
may be people, geographic areas, organizations, products, services, and so on. The
population may be of any size and may cover any geographic area. Therefore the
largest population which is the ideal .Population, regarding which the researcher
should like to generalize his findings, rarely exists. Available population is the
practical population with which the researcher has to deal with. Therefore, he seeks
a representative sample from a restricted portion of population and tries to spell out
details so that the relevance of the results to other portions of the population can be
checked.
Sampling Design
Sampling is the process of selecting the process of selecting a sample from the
population. The sample is in some sense a fair representative of the underlying
population. Ideally selection procedures should be such that every individual in the
population has equal chances of being chosen. The population may consist of sub-
population of varying sizes, or the purpose of sampling may be to different
conditions of sampling. A sampling method has to be chosen to meet these
conditions.
In our daily life we reach to conclusions by describing the characteristics of a large number of
items of a phenomenon usually referred as (population) based on an analysis of a limited
number of items from that phenomenon (called sample). For example we taste a spoonful of
soup and form an opinion. The major reasons for sampling are as follows:
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Decision makers will have stipulated time to make decisions. If the consider the whole
population, they cannot come to consensus within the stipulated time. The cost of gathering
information is highly important. The accuracy can be maintained if we take small sample of a
population.
The following are the managerial objectives of sampling:
The data can be collected from the desired section omitting others.
Sufficient accuracy that can be obtained by considering the sample.
Research resources can be efficiently used.
By sampling also sometimes we get unimportant data. They are as follows:
Data produced is of high quality but not applicable to the problem definition.
The data produced is of stable result but becomes obsolete till it is produced.
Type of Sampling Procedures:
There are two types of sampling procedures.
1. Probability Sampling Methods
2. Non probability Sampling Methods
Much of the sampling in marketing research is non-probability in nature. That is, samples are
selected on the basis of the judgment of the investigator, convenience, or by some other non
random process rather than by the use of a table of random numbers or some other
randomizing device. The advantages of probability sampling are that, if done properly, it
provides a bias
free method of selecting sample units and permits the measurement of sampling error. Non
probability samples offer neither of these features. In non probability samples offer neither of
these features. In non probability sampling one must rely on the expertise of the person taking
the sample, whereas in probability sampling the results are independent of the investigator.
Non probability sampling procedures:
Quota Sampling:
In quota sampling the sizes of various subclasses in the population are first estimated from
some outside source, such as from Bureau of the Census Data. Since the interviewers
judgment is relied upon to select actual respondents within each quota, many sources of
selection bias are potentially present.
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For example there are 200 completed interviews. To the extent possible, the sample
should be as follows: Area: 25 – 30% from Shivaji Nagar. 70 – 75% from FC Road. Sex:
60% Males40% Females. Etc.
Judgment Sampling (Purposive Sampling):
The key assumption underlying this type of sampling is that, with sound judgment or
expertise and an appropriate strategy, one can carefully and consciously choose the elements
to be included in the sample so that samples can be developed that are suitable for one’s
needs. The intent is to select elements that are believed to be typical or representative of the
population in such a way that errors of judgment in the selection will cancel out each other
out.
Ex: The Company wants to know why new product fails, so it conducted surveys on
Competitors whose products were similar or related to those it produced.
Convenience Sampling:
In convenience sampling selection, the sampler chooses the sampling units on the basis of
“convenience” or “accessibility”. This form of sample selection is commonly used in the
“man on the street” form of interviewing and, at times, associates may b interviewed, and, at
times associates may be interviewed simply because they are accessible.
Ex: A study on children responses to television commercials.
Snowball Sampling:
In snowball sampling, initial sampling units are selected using probability methods,
butadditional units are then obtained from information supplied by the initial units (referrals).
Ex: To find 100 serious foot ball players. By probability methods consider a sample of300.
These 300 produce names of 10 players. These players give the reference of
others. In this way snowballing effect is produced.
Probability sampling procedures:
Simple Random Sampling:
A simple random sample is one in which each sample element has a known and
equalprobability of selection, and each possible sample of n elements has a known and equal
40. 40
probability of being the sample actually selected. The main use of this method is that we can
find the small frame consisting of every small unit.
Ex: Industrial marketing research.
Systematic Sampling:
A systematic sample is one which each sample element has a known and equal probability of
selection. The permissible samples of size n that are possible to be drawn have a known and
equal probability of selection, while the remaining samples of size n have a probability of
zero of being selected.
Ex: If there are 600 members of the population and one desires a sample of 60, the
sampling interval is 10. A random number is then selected between 1 and 10,
inclusively; suppose the number turns out to be 5. The analyst then takes as the
sample elements 5, 15, 25 and so on.
Stratified Sampling:
A stratified random sample is one in which a simple random sample is taken from each
stratum of interest in the population. Stratified samples have the general characteristics as the
entire population is first divided into an exclusive and exhaustive set of strata, using some
external source, such as census data, to form the strata. Within each stratum a separate
random sample is selected.
Two basic varieties of stratified samples are:
Proportionate stratified sampling: The sample that is drawn from each stratum is made
proportionate in size to the relative size of that stratum in the total population.
Disproportionate stratified sampling: It is one departs from the preceding type of
proportionality by taking other circumstances, such as the relative size of stratum
variances, into account. The greater the within stratum homogeneity and the amongst
– strata heterogeneity, the more efficient is stratified sampling.
Ex: Average purchases of consumer of hot cereals.
41. 41
Cluster Sampling:
The researcher is here interested to study characteristics of some elementary element in the
population. He first divides population into blocks (cities, towns etc). Each block consists of
cluster of respondents.
Ex: Individual family attitude towards a new product.
Area Sampling:
As the name suggests, area sampling pertains to primary sampling of geographical areas. For
Ex: counties, townships, blocks and other area description. If only one level of sampling
takes place before the basic elements are sampled, it is a single stage area sample. If one or
more successive samples within the larger area are taken before settling on the final clusters,
the resulting design is usually referred to as a multistage area sample.
Based on Number of samples
• Fixed Sampling
Here the size of sample is already calculated and then the research is done.
• Sequential Sampling
Here sample size is not determined before hand. If it is observed that the sample size is not
adequate the new population is added to sample size.
42. 42
Data collection method
For the completion of this project I have taken the help of both primary and secondary data.
Any marketing research requires data collection to arrive at the solution of the problem. Data
collection always starts with secondary data. Hence, in a way we can say that: – “Any
marketing research starts with secondary data.”
Data can be broadly classified into two categories: –
1. Primary Data
2. Secondary Data
Primary Data: –
It can be defined as the data which are collected at first hand either by the researcher or by
someone else especially for the purpose of the study. For example, the demographic statistics
collected every ten years are the primary data with the Registrar General of India. It is
gathered by a specifically designed to accommodate the data needs of the problem at hand. It
is important as it helps us in arriving at the accurate solution to the problem of marketing
research.
Secondary Data: –
Any data which have been gathered earlier for some other purpose are secondary data in the
hands of the marketing researcher. When sufficient secondary data are available, considerable
time and money may be saved. It helps us in better It can be collected internally or externally.
Internal Data is one which is collected from within the organization. For example, data
collected from Accounting Records. Many organizations have a separate department for
handling secondary data. External Data
is one which is collected from sources outside the organization. For example, data collected
from Trade Association Reports or Industry Publications.
In our project we were broadly concentrated on the Primary data as it was a live project and
our analysis was going to result the preferences of the customer in the field of two wheelers.
We gathered all possible data first hand by interviewing our target respondents personally on
one to one basis. As far as secondary data is concerned we used website of many two
wheelers manufacturer and many website who gives us the knowledge about the two
wheelers
43. 43
Researchapproach:
Methods of Primary Data collection:
1. OBSERVATION
2. SURVEY
3. EXPERIMENTATION
SURVEY RESEARCH
Anything from a short paper & pencil feedback form to an in depth one to one interview is
called as survey research. Survey can be divided into two broad categories:
· The Questionnaire
·The Interview
While considering the type of survey, we need to consider the costs, physical
resources, and time required to conduct the survey.
Choice of particular survey method mainly based on:-
1. Cost
2. Time
3. Physical resources
Since each survey is different, there are no hard and fast rules for determining its size.
The deciding factors in the scale of the survey operations are time, cost, operational
constraints and the desired precision of the results. Also, consider what should be the
acceptable level of error in the sample. If there is a lot of variability in the population, the
sample size will need to be bigger to obtain the specified level of reliability.
44. 44
Flow of every day job:
MOCK INTERVIEW
SCRUTINY OF THE QUESTIONNAIRE
QUESTIONNAIRE FILLING
PRODUCT BRIEFING
UPDATING DATA BASE
45. 45
Methods of Research
Accompany:-It means the Team Leader (TL) of the group or team checks the interviews that
are taken by the Interviewer from the respondents or target group and the TL is also present
at the time of interview process.
Scrutinizing:-It means the scrutiny of the samples or questionnaires that are to be filled up
by the interviewer from the respondents.
Back check:-It means to do back check of the interviews by reaching the respondent and
asking that are properly taken by the interviewer or not.
Research Instruments:
The most common research instrument is the questionnaire. Keep these tips in mind when
designing your market research questionnaire and questionare is nowadays is converted into
Computer Aided Personal Interview (CAPI).
Keep it simple.
Include instructions for answering all questions included on the survey.
Begin the survey with general questions and move towards more specific
questions.
Keep each question brief.
If the questionnaire is completed by the respondent and not by an interviewer or
survey staff member, remember to design a questionnaire that is graphically pleasing
and easy to read.
Remember to pre-test the questionnaire. Before taking the survey to the printer, ask a
few people-such as regular customers, colleagues, friends or employees-to
complete the survey. Ask them for feedback on the survey's style, simplicity and their
perception of its purpose.
Mix the form of the questions. Use scales, rankings, open-ended questions and closed-
ended questions for different sections of the questionnaire. The "form" or way a
question is asked may influence the answer given. Basically, there are two question
forms: closed-end questions and open-end questions.
46. 46
Close-end questions - Respondents choose from possible answers included on the
questionnaire. Types of close-end questions include:
Multiple choice questions which offer respondents the ability to answer "yes" or"no"
or choose from a list of several answer choices.
Scales refer to questions that ask respondents to rank their answers or measure their
answer at a particular point on a scale. For example, a respondent may have the
choice to rank their feelings towards a particular statement. The scale may range from
"Strongly Disagree", "Disagree" and "Indifferent" to "Agree" an Strongly Agree."
Open-end questions - Respondents answer questions in their own words.
Completely unstructured questions allow respondents to answer any way they choose.
Types of open-end questions include:
Word association questions ask respondents to state the first word that comes to mind
when a particular word is mentioned.
Sentence, story or picture completion questions ask respondents to complete partial
sentences, stories or pictures in their own words. For example, a question for
commuters might read: "My daily commute between home and office is _____ miles
and takes me an average of ______ minutes. I use the following mode of
transportation: _______."
Questionnaire of our project was close ended. We provided respondent with range of options
to answer. As we were evaluating the preferences of customers, there were questions
regarding perception of customer while purchasing the bike. Since we used mainly closed
ended questions it helped us in analysis of data.
48. 48
Significance of the Study
I collected data from different bike riders who are student and working. The studies mainly
concerned with the preferences of the customer in the field of riding experience, style and
cost and maintenance of the bike as well as to collect the views of respondents about their
preferences.
The findings and recognition is based on the analyses of the target respondent’s opinion
which has been collected through personal interview. While designing questionnaire, we took
utmost care of respondent’s, convenience so that we could get right information as far as
possible and every respondent could have something to contribute through his or his views.
50. 50
Analysis and Interpretation
We have gathered the data by interviewing the owner of the two wheelers. As it was
very much important to have accurate and authentic information about different
factors which may influence preferences of the customer, we have tried our best to
analyses collected data properly.
1. Which of the following best describes your overall satisfaction with the current two
wheeler?
INTERPRETATION:
The above chart represents the overall satisfaction level and 79% of the respondants are
dissatisfied
as per their overall satisfaction level and 7% of them are highly dissatisfied.
7%
79%
4%
7%
3%
OVERALL SATISFACTION
HIGHLY DISSSATIFIED
DISSATISFIED
NEITHER SATISFIED
NOR DISSATISFIED
SATIFIED
HIGHLY SATISFIED
51. 51
2. Could you please tell me the top 5 factors impacting your purchase decision in the order of
priority?
INTERPRETATION:
It can be interpreted that affordable price is the factor which satisfies maximum as it
constitutes 36% followed by CC with 33%
36%
33%
15%
9%
7%
PURCHASING FACTOR
Affordable Price/
CC
Load carrying Capacity
Bhp (Engine power)
Safety Features
52. 52
3. The top 3 factors with which customer are most dissatisfied with are:
INTERPRETATION:
The top three factors are Mileage, Affordable Price, and Carrying Capacity out of which
Mileage constitutes the maximum dissatisfaction level as it is 46%.
46%
27%
27%
DISSATISFACTION LEVEL
Mileage
Affordable Price/
Load carrying Capacity
53. 53
4. Out of the factors important for purchase,the top 3 factors with which you are most
dissatisfied?
INTERPRETATION:
The above chart represents the dissatisfaction level and Mileage is the factor which does not
satisfies the customer as it constitutes 46% followed by Price and Load carring Capacity with
27% each.
46%
27%
27%
DISSATISFACTION LEVEL
Mileage
Affordable Price/
Load carrying Capacity
54. 54
5. What are the important factors for purchasing descision?
INTERPRETATION:
The above chart represents purchasing decision 38% decision is made on the basis of
the different look of the bike followed up by fast speed with 21%, 17% make deision
on the macho & heavy look of the bike and 7% for rough and tough look. Hece it is
clear that the purchasing decision is maximumly based on the looks of the bike.
38%
21%
17%
17%
7%
PURCHASING DESCISION
Looks Different
Faster than anyone else
Looks Macho
Looks heavy
Looks rough & Tough
55. 55
6. Preferences of the brand by the owner of two wheelers.
Brand name Preferences (%)
Bajaj 33
Hero Honda 18
Yamaha 33
TVS 15
[Figur6.1(b
rand
preferences
)
INTREPRETATION:
The preferences of the customer as far as brand is concern are as follows
1] Bajaj.
2] Yamaha.
The percentage preference of the two wheelers is 33%.
56. 56
7. Reasons attracted them to buy their current two wheeler
INTERPRETATION:
The chart represents the factor for buying current two wheeler. Price constitutes the
biggest factor as its 33% followed by Mileage with 29%, Performance with 18%
This shows that previously people were price sensitive where as today they are more
orientd to the looks and performance.
33%
16%
18%
25%
8%
FACTOR FOR BUYING CURRENTTWO WHEELER
Price
Styling / Design
Pick up / Performance
Mileage
Body Size
57. 57
8. What is the most important for your selection of this two wheeler?
INTERPRETATION:
Price constitutes the big factor having 32% followed up by pickup with 22%, Styling
with 17% then mileage with 16% and Brand name with 13%
It shows a clear picture that price remained the factor which affected the purchase
decision if we take into consideration the above graph both the graph shows Price
sensitivity to be 33% and 32% which proves.
32%
17%22%
16%
13%
IMPORTANT FACTOR
Price
Styling / Design
Pick up /
Performance
Mileage
Brand /Company
Name
58. 58
9. Could you now tell me for which purposes do you use this two wheeler most
often?
INTERPRETATION:
Travelling to different locations is the prefered usage by the customers constituting 44%
followed by point to point travel with 35%. Fun ride with 13% and family outing8%
It shows that people are more oriented to performance as travelling to locations requires
performance and since the price too is a factor the average should be good, the demand for
Macho bikes is by a small segment of people as only 13% respond for fun ride.
44%
35%
13%
8%
TWO WHEELER USAGE
Travelling to
different locations
Point to point
travel
Fun Ride with
friends on streets
Going out with
family
59. 59
10. Please tell me what is the desired and actual mileage of your two wheeler in Kms/litre?
INTERPRETATION:
The graph represents the actual mileage of the two wheeler which is 50kmpl and the desired
mileage is 65kmpl so we can constitute that the customer has heigher expectation on mileage
and is dissatified with the current mileage of vehicle.
0 10 20 30 40 50 60 70
1
2
3
DESIRED MILEAGE:ACTUAL MILEAGE
60. 60
11. What is your approximate maintenance expenditure on your current two wheeler in
Rs…….. Per month?
INTERPRETATION:
This graph represents the average monthly maintenance cost on two wheeler which is 238.
0 50 100 150 200 250 300
AVERAGE MAINTENANCE EXPENSE
MAINTENANCE COST
61. 61
12. Are you aware of FUEL INJECTION (FI) technology available in 2Wheelers?
INTERPRETATION:
The graph represents about the awarness of Fuel injection(FI) technology amongst two
wheeler user which says 71% are well aware with Fuel Injection technology followed by
19% user which says they know about Fuel Injection technology.
71%
19%
3%
7%
FUEL INJECTION AWARENESS
Well Aware Know Don’t Know at all Heard but don’t know
62. 62
13. According to you, what will be the effect of FUEL INJECTION (FI) technology on the
following parameters in a 2 wheeler individually?
The graph represents that 48% of the respondents think that the effect of fuel injection
technology will be vpositive followed by 43% which says the effect will be Positive followed
by 7% which constitutes negative effect.
2%
7%
48%
43%
EFFECT OF FUEL INJECTION
Very Negative Negative Positive Very Positive
63. 63
14. Considering your current mileage as base, What is the minimum increase in
mileage you wish for if FUEL INJECTION (FI) technology is introduced in your
2 wheeler?
INTERPRETATION:
This graph represents that the customer expects an increment of 5.2 kmpl in their mileage if
Fuel injection technology is used in their vehicle.
0
1
2
3
4
5
6
AVERAGE EXPECTED INCREASE IN MILEAGE
INCREASEINMILEAGE(FI)
64. 64
15. Taking the price of your current 2 wheeler as base, what is the expected additional price
you are willing to pay for FUEL INJECTION (FI) technology?
INTERPRETATION:
This graph represents that as the people are more dissatisfied with mileage of the two wheeler
the want to buy fuel injection which can help to increase the mileage of the vehicle so the
graph constitutes the user can pay upto rs 7032 for fuel injection technology.
0
1000
2000
3000
4000
5000
6000
7000
8000
AVERAGE ADDITIONAL PRICE FOR FI TECHNOLOGY
ADDITIONAL PRICEFOR FUEL INJECTION
65. 65
Conclusion
Different people look or Different people look for different things in a bike. For her
sheer blend of style, power and to an extent Fuel Efficiency ,style and engine
performance. And oh don't forget the pricing that will keep her exclusive and desirable
for a long time to come. Every people want every thing in a bike and also consider
pricing of the bike. They look atthe overall package, features offered and it doesn’t
seem to be over priced.
The quickest way to "despise" a bike is to get something that doesn't fit you right. Whatever
brand you decide to go with make sure that you trust your bike shop and get a professional
fitting. Trek and Specialized are nice rides...sit on them and get the one that feels the best to
you. And invest in a fitting if it does not come withthe bike. It makes all the difference.
As to budget, this arena is difficult to cross into. Perspective is everything. Somefolks
remember paying $95 for a bike thinking that was a lot and then come in with a budget in
mind. Once educated as to what one gets at varying price points then an informed decision
can be made to purchase what one's needs are. This is great if budget is less of an issue but
buying a bike to suit a purpose (racing, TT's, commuting,fitness, fun.) is the driving force.
Frankly, if you’re still experiencing lots of close calls, you’re not using your brain enough. If
you don’t spot a driver about to turn left until he’s smack in front of you,it means you weren’t
paying enough attention to traffic around you. If you come over a hill and suddenly have to
brake hard to avoid a truck backing out of a driveway, that means you were riding too fast for
your sight distance at the moment. It’s important to spot dynamic patterns that could lead to a
collision, and take action soon enough toget out of the way. Veteran riders typically have few
close calls because they havedeveloped proficient mental skills.
67. 67
Limitation
Respondent are not comfortable with the questionnaire
They don’t have too much of time
Question is not easy understandable by the respondent
Don’t want to disclose their personal information
Too much of lengthy questionnaire
Specific quota of two wheeler respontdents make the interview process rigid
69. 69
Suggestion and Recommendation
1) The company should have in mind while launching the bike that they should launch
2) The bike which is reachable to every customer in suitable prices.
3) They should launch sports bike in low prices.
4) The combination of the colour should be proper and they should launch bike in
multi colour.
5) The mileage of the bike should be more.
6) Two wheeler with FI technology should not have an additional price of FI technology
so high that the customer are not able to purchase it.
7) The bike should be stylish which look macho if they are targeting youth.
8) As the customer are mainly focused on brand of the two wheeler big company should
always produce a bike with good mileage, style/design, pickup and lastly the price.
71. 71
Books referred
Kotler Philip, Keller Kelvin, Koshy Abraham, JhaMithileshwar;
Marketing Management; New Delhi, Published by Dorling Kindersley
(India) Pvt. Ltd.
MalhotraN.K.,Marketing Research- An applied orientation,
New Delhi, Prentice Hall of India Private Ltd.
Magazine published by IMRB INTERNATIONAL
Books of organization
Websites referred
www.IMRB International.co.in
www.indiabike.com
73. 73
(1-8)
Job No:171107233 Sr. No:
Dateof Interview DateSubmitted to TL
Nameof theRespondent: ___________________________________________________________________
Address:
__________________________________________________________________________________
Landmark:
_________________________________________________________________________________
TelephoneNumber: Landline:_______________________Mobile:
_________________________________(91-100)
INTERVIEW START TIME
(HHMM)
INTERVIEW END TIME
(HHMM)
LENGTH OF INTERVIEW
Mins
D D M M Y Y Y Y D D M M Y Y Y Y
2 0 1 4 (11-18) 2 0 1 4
Cities
Delhi 01 Bhubaneshwar 06 Pune 11 Kanpur 16 Salem 21
Ludhiana 02 Hyderabad 07 Jaipur 12 Gorakhpur 17 Bijapur 22
Indore 03 Bangalore 08 Udaipur 13 Rewa 18 Rajkot 23
Lucknow 04 Chennai 09 Hissar 14 Durgapur 19 Vadodra 24
Kolkata 05 Ahmedabad 10 Alwar 15 Mysore 20 Sangli 25
PROJECT VELOCITY
P
74. 74
(41-44) (51-
54)
(61-63)
QUOTAGRID (85)
MotorCycle 1 Automatic Scooter 2 Moped 3
INTRODUCTION
Good______orNamaste!I am_______(MENTIONYOURNAME)from IMRBInternational,a leadingmarket
researchorganization.Beforestartingthisinterview,I wish to confirmthatthis interviewcomplieswith the
MarketResearch SocietyofIndia(MRSI)and International codeofethicsformarketresearch. Pleasebe
assuredthat allinformationgivenby you willbe kept strictlyconfidentialandnotrevealedto ourclientwith your
name/contactdetailswithoutyour priorpermission.Theresponsecollectedwillbeaddedtogetherwiththe
responsesof others before presentingthefindings.Underno circumstancewillthisinformationbeusedfor sales
or any commercial purpose.
Do you have any queriesbeforeI start the interview? Forfurther clarification,youmayalso contactmyseniorat
IMRBInternationalat any point duringthisinterview.
नमस्ते! मैं आईएमआरबी इंटरनेशनल से ......... हूँ, जो एक अग्रणी माके ट ररसर्च संस्था है,इस इंटरव्य को शुरू
करने से पहले सुननश्चर्त होना र्ाहूँगा कक यह इंटरव्य माके ट ररसर्च सोसायटी आॅफ इंडिया (एमआरएसआई)
के अनुसार और माके ट ररसर्च के ननयमों/नैनतकता के अंतराचष्ष्टष्ष्टरीय कोि के अन्तगचत हो रहा है, कृ पया
सुननश्चर्त रहें कक आपके द्वारा दी गयी जानकारी को परी तरह से गोपनीय रखा जायेगा आपसे अनुमनत ललये
बबना हमारे क्लाइंट को आपके नाम/कान्टेक्ट वववरण के साथ नहीं बताया जायेगा, ननष्ष्टष्ष्टकष्र्ष को पेश करने से
पहले ललये गये उत्तरों को दसरों के उत्तरों के साथ लमला ददया जायेगा, ककसी भी पररश्स्थनत में इस जानकारी को
बबक्री या ककसी कमलशचयल उद्देचय के ललए इस्तेमाल नहीं ककया जायेगा
INTERVIEWER TO CLARIFYAND PROVIDE ASSURANCE.
TIMEOF START:___________ TIMEOF END:____________TOTALDURATION:__________
Nameof interviewer Int.Code
Nameof TeamLeader TL Code
Accompanied Back Checked Scrutinized
Ref no.
Tel Per
Ref
no.
Ref
no.
TL 1 TL 1 5 TL 1
EIC 2 EIC 2 6 EIC 2
OFE 3 OFE 3 7 OFE 3
FM 4 FM 4 8 FM 4
Signature Signature Signature
(81)
(82
)
(83)
75. 75
SHOW CARD1a
Q1a Do you or anymemberofyour householdworkfor any of these organizations? MUTIPLECODING
क्या मेरे द्वाराइंटरव्यशुरू करने से पहले आपकाकोईप्रचन है? और ज्यादास्पष्ष्टष्ष्टटताके ललएइस
इंटरव्यके दौरानआप ककसीभी समयआईएमआरबीइंटरनेशनलमें मेरे सीननयरसे भी सम्पकच कर
सकतेहैंष्
Advertising Agency ववज्ञापनएजेंसी 1
TERMINATE
MarketResearchAgency माके ट ररसर्च एजेंसी 2
ManufacturerofCars/ Scooters/
Motorcycles/Mopeds
कार/स्कटर/मोटरसाइककल/मोपेिके
ननमाचता
3
FirmsEngagedinDistributionor
Marketingof anyVehicles
ककसीवाहन कीमाके दटंगया ववतरणमें
संलग्न कोईफमच
4
Public RelationsAgency/Mass
Communication/Media
जनसंपकच एजेंसी/मास
कम्युननके शन/मीडिया
5
Bank बैंक 6
CONTINUEGovernmentService सरकारीनौकरी 7
Noneof the Above इनमें से कोई नही 8
Q1b Have you beeninterviewed for any marketresearchsurvey withinlast 6 months? SINGLECODING
क्या आप या आपके घर का कोईसदस्यइन व्यवसायोंमें से ककसीके लिए कामकरता है? एक से
ज्यादा कोड िंग
Yes हाूँ 1 TERMINATE
No नहीं 2 CONTINUE
P: TERMINATE IF LESS THAN 12 MONTHS, ELSE CONTINUE
CHECK THAT RESPONSE IN Q1cii (CONVERTED IN MONTHS +/- 6 months) IS NOT MORE
THAN THE RESPONDENTS AGE MENTIONED IN Q1ci
Q1d Do you or anyonein the familyownany two wheeler(Motorcycle,Automatic ScooterlikeActiva, Scooty
Pep etc)whichwasbought: (INTERVIEWERTO CONFIRMSTATEMENTSA& B WITH
RESPONDENT)
क्याआप या आपके पररवारमें ककसीके पासट व्हीलरहै (मोटरसाईककल, आटोमैदटक स्कटरजैसे
एश्क्टवा, स्कटी
पेप $ आदद जोखरीदीगयी थी(एक कोडिंग) (इंटरव्यवरररस्पोिेंट सेवाक्य ए एवं बी को सुननश्चर्तकरें)
A) New or FirstHand (notsecondhand)
AND
B) Purchased from1stApril 2013to 31st March 2014(exceptforYamahaAlphawhich mustbe
purchasedfromMarch 2014onwards)
(YES TO BE CODEDONLYIF BOTHCONDITIONSA& B ARESATSIFIEDELSETERMINATETHE
INTERVIEW)
Yes
हाूँ
1 CONTINUE
76. 76
No
नहीं
2 TERMINATE
Q1e What is the total monthlyincomeofyour household?Whileansweringpleaseincludeincomeofall
membersofthe householdfrom allsourceslikesalary, rent, agriculturalincomeinterest,profitsetc. Please
includetheincomeofallthe membersofyour householdwhosharea commonkitchenexcludingguests. ADD
ALL INCOMESTO GET TOTAL MONTHLYHOUSEHOLDINCOMESINGLECODING ONLY. RECORD
WITHLEADING ZEROSANDCODEINTHEGRIDBELOW
आपके घर की कु लमालसक घरेल आयककतनीहै उत्तर देते समयकृ पया घर के सभीसदस्योंकी सभीस्रोतों से
होने वाली आयको लमलायेंजैसे तनख्वाह] ककराये]खेतीसेहोनेवाली आय]ब्याज के फायदे आदद]कृ पया
मेहमानोंके अलावाअपने घर के उन सभी सदस्योंकीआय कोलमलायें जोएक ही रसाई काइस्तेमालकरते हों
Rs.
POST CODEIN THEGRIDGIVEN BELOW
Above 50001 50001 से ज्यादा 1
CONTINUE
40001– 50000 40001-50000 2
30001– 40000 30001-40000 3
24001– 30000 24001-30000 4
18501– 24000 1850-.24000 5
13001– 18500 13001-18500 6
9001– 13000 9001-13000 7
6001– 9000 6001-9000 8
4001– 6000 4001-6000 9
4000and below 4000 और उससेकम 0 TERMINATE
Q2a Pleasetell mewhichtwo-wheelersareownedbyyour household.PLEASESPECIFYTHESEGMENT,
MAKE& MODEL NAME.
कृ पयामुझेबतायेकक आपके घर के द्वाराकौन-साट व्हीलरललया गया है वाहन कािच से कोि करें, कृ पया
मेक एवंमािल का नाम बतायें
Q2b Foreachtwo wheeler,pleasetellmewas the vehiclepurchasedasfirst handor secondhand? SINGLE
CODING
कृ पया प्रत्येक ट व्हीलर के ललएकृ पयामुझे बतायेकक क्या वाहन फस्र्ट हैंि खरीदागया थाया सेकें ि
हैंि? एक
कोडिंग
Q2c Pleasetell methe monthandyear of purchasefor the two wheelersownedbythe household.
कृ पया आपके घर के द्वारा ललये गये ट व्हीलर की खरीदारी का महीना और वष्र्ष बतायें
Q2d Is thereanother vehicleof this modelinyour household(If yes, pleaseprovidethe details)? IF YES
CODED,INTERVIEWERTO RECORDTHERESPONSESAS ASKED INQ2aTO Q2cFOR
ADDITIONAL VEHICLESFOR SAMEMAKE&MODEL,ELSEMOVEON TO RECORDING THE
DETAILSFOR OTHERMAKE&MODELS
P: THERESHOULDBE ROWWISE OPTIONSFORTHISSET OF QUESTIONS.PROVIDEUPTO 10ROWS
(EXCLUSING 3ROWSFOROTHERSPECIFY)
THESEGMENT SHOULDHAVEDROPDOWNFORMOTORCYCLE,ATSC&MOPED
THEMAKESHOULDHAVE A DROPDOWNFORALL THEMAKESPROVIDEDIN THEMODEL LIST
THEMODEL LIST SHOULDDISPLAYONLYTHOSEMODELSPERTAINING TO THEMAKESELECTED.
(FOLLOWTHEMODEL LIST ASPROVIDEDINTHEEXCEL SHEET)
RECORDIF PURCHASEIS1ST HANDOR 2NDHAND
77. 77
RECORDMONTH&YEAROF PURCHASE(PURCHASEPERIODSHOULDSTARTFROM1980
ONWARDSUNTIL 2014)
IF THEHOUSEHOLDHAS2VEHCILES OF THESAMEMAKE& MODEL,WE NEED TO GET THE
DETAILS.IF YES, THESAMEMAKE& MODEL MUST BESELECTEDWITHDIFFERENT PURCHASE
DATES
FROM ALL THEMODELSSELECTED,ONLY1MODEL MUSTBECHOSENFORTHESURVEY
(PLEASECHECK THEMODEL LIST FORWHICHNO SAMPLEISTHEREANDHENCECANNOT BE
SELECTEDAS MODEL CHOSENFORSURVEY)
P: MODEL SELECTEDFORSURVEYMUST BE PURCHASED1ST HANDAND SHOULDHAVEBEEN
PURCHASEDBETWEENAPRIL 2013& MARCH2014EXCEPT YAMAHAALPHAWHOSEPURCHASE
DATESHOULDBEMARCH2014ONWARDS
Q2a Q2b Q2c Q2d
Segment Maker Model Name
Purchase
d 1st Hand
and
Second
Hand
Month and Year of
Purchase Other
Vehicle of
same make
and Model
Model
chosen
for
Survey1st
Han
d
2nd
Han
d M M Y Y Y Y
MOTOR
CYCLE
BAJAJ
DISCOVER
100
1 1 2 1
MOTOR
CYCLE
BAJAJ
DISCOVER
100 T
2 1 2 2
MOTOR
CYCLE
BAJAJ
DISCOVER
100 M
3 1 2 3
MOTOR
CYCLE
BAJAJ PLATINA 100 4 1 2 4
MOTOR
CYCLE
BAJAJ
DISCOVER
125
5 1 2 5
MOTOR
CYCLE
BAJAJ
DISCOVER
125 ST
6 1 2 6
MOTOR
CYCLE
BAJAJ
DISCOVER
125 T
7 1 2 7
MOTOR
CYCLE
BAJAJ
PULSAR 135
LS
8 1 2 8
MOTOR
CYCLE
BAJAJ
PULSAR 150
DTSi
9 1 2 9
MOTOR
CYCLE
BAJAJ
PULSAR 180
DTSi
10 1 2 10
MOTOR
CYCLE
BAJAJ
PULSAR 200
NS
11 1 2 11
MOTOR
CYCLE
BAJAJ
PULSAR 220
(CARBURATO
R)
12 1 2 12
MOTOR
CYCLE
BAJAJ
AVENGER
220
13 1 2 13
MOTOR
CYCLE
BAJAJ
KAWASAKI
NINJA 250R
14 1 2 14
MOTOR
CYCLE
BAJAJ
KAWASAKI
NINJA 300
15 1 2 15
MOTOR
CYCLE
BAJAJ
KAWASAKI
NINJA 650
16 1 2 16
MOTOR BAJAJ KAWASAKI 17 1 2 17
78. 78
CYCLE NINJA ZX 10
R
MOTOR
CYCLE
BAJAJ
KAWASAKI
NINJA ZX 14
R
18 1 2 18
MOTOR
CYCLE
BAJAJ
KAWASAKI Z
1000
19 1 2 19
MOTOR
CYCLE
BAJAJ
KAWASAKI Z
800
20 1 2 20
MOTOR
CYCLE
BAJAJ
KAWASAKI
NINJA 1000
21 1 2 21
MOTOR
CYCLE
BAJAJ
KTM DUKE
200
22 1 2 22
MOTOR
CYCLE
HERO HF DAWN 23 1 2 23
MOTOR
CYCLE
HERO HF DELUXE 24 1 2 24
MOTOR
CYCLE
HERO SPLENDOR + 25 1 2 25
MOTOR
CYCLE
HERO
SPLENDOR
PRO
26 1 2 26
MOTOR
CYCLE
HERO
PASSION
PRO
27 1 2 27
MOTOR
CYCLE
HERO
SPLENDOR
NXG
28 1 2 28
MOTOR
CYCLE
HERO
PASSION
XPRO
29 1 2 29
MOTOR
CYCLE
HERO
SUPER
SPLENDOR
30 1 2 30
MOTOR
CYCLE
HERO GLAMOUR 31 1 2 31
MOTOR
CYCLE
HERO GLAMOUR FI 32 1 2 32
MOTOR
CYCLE
HERO IGNITOR 33 1 2 33
MOTOR
CYCLE
HERO XTREME 34 1 2 34
MOTOR
CYCLE
HERO HUNK 35 1 2 35
MOTOR
CYCLE
HERO KARIZMA R 36 1 2 36
MOTOR
CYCLE
HERO
KARIZMA
ZMR FI
37 1 2 37
MOTOR
CYCLE
HONDA CB TWISTER 38 1 2 38
MOTOR
CYCLE
HONDA DREAM NEO 39 1 2 39
MOTOR
CYCLE
HONDA
DREAM
YUGA
40 1 2 40
MOTOR
CYCLE
HONDA CB SHINE 41 1 2 41
MOTOR
CYCLE
HONDA
CBF
STUNNER
42 1 2 42
MOTOR
CYCLE
HONDA
CB UNICORN 43 1 2 43
MOTOR HONDA CB TRIGGER 44 1 2 44
79. 79
CYCLE
MOTOR
CYCLE
HONDA CBR 150 R 45 1 2 45
MOTOR
CYCLE
HONDA CBR 250 R 46 1 2 46
MOTOR
CYCLE
HONDA CB 1000 R 47 1 2 47
MOTOR
CYCLE
HONDA CBR 1000 RR 48 1 2 48
MOTOR
CYCLE
HONDA VFR 1200 F 49 1 2 49
MOTOR
CYCLE
HONDA VT 1300 CX 50 1 2 50
MOTOR
CYCLE
TVS STAR CITY 51 1 2 51
MOTOR
CYCLE
TVS STAR SPORTS 52 1 2 52
MOTOR
CYCLE
TVS MAX 4R 53 1 2 53
MOTOR
CYCLE
TVS MAX 4R LX 54 1 2 54
MOTOR
CYCLE
TVS PHOENIX 55 1 2 55
MOTOR
CYCLE
TVS
APACHE RTR
160
56 1 2 56
MOTOR
CYCLE
TVS
APACHE RTR
180
57 1 2 57
MOTOR
CYCLE
TVS
APACHE RTR
180 ABS
58 1 2 58
MOTOR
CYCLE
YAMAHA CRUX 59 1 2 59
MOTOR
CYCLE
YAMAHA YBR 110 60 1 2 60
MOTOR
CYCLE
YAMAHA YBR 125 61 1 2 61
MOTOR
CYCLE
YAMAHA YBR 125 SS 62 1 2 62
MOTOR
CYCLE
YAMAHA FZ 16 63 1 2 63
MOTOR
CYCLE
YAMAHA FZ S 64 1 2 64
MOTOR
CYCLE
YAMAHA FAZER 150 65 1 2 65
MOTOR
CYCLE
YAMAHA YZF R15 66 1 2 66
MOTOR
CYCLE
YAMAHA SZ S 67 1 2 67
MOTOR
CYCLE
YAMAHA SZ RR 68 1 2 68
MOTOR
CYCLE
YAMAHA YZF R1 69 1 2 69
MOTOR
CYCLE
YAMAHA MT 01 70 1 2 70
MOTOR
CYCLE
YAMAHA FZ 1 71 1 2 71
80. 80
MOTOR
CYCLE
YAMAHA V MAX 72 1 2 72
MOTOR
CYCLE
SUZUKI HAYATE 73 1 2 73
MOTOR
CYCLE
SUZUKI SLINGSHOT 74 1 2 74
MOTOR
CYCLE
SUZUKI SLINGSHOT+ 75 1 2 75
MOTOR
CYCLE
SUZUKI GS 150 R 76 1 2 76
MOTOR
CYCLE
SUZUKI HAYABUSA 77 1 2 77
MOTOR
CYCLE
SUZUKI
INTRUDER M
800
78 1 2 78
MOTOR
CYCLE
SUZUKI
INTRUDER M
1800 R
79 1 2 79
MOTOR
CYCLE
SUZUKI
BANDIT 1250
S
80 1 2 80
MOTOR
CYCLE
SUZUKI GSX R 1000 81 1 2 81
MOTOR
CYCLE
ROYAL
ENFIELD
BULLET
STANDARD
350
82 1 2 82
MOTOR
CYCLE
ROYAL
ENFIELD
BULLET
STANDARD
500
83 1 2 83
MOTOR
CYCLE
ROYAL
ENFIELD
CLASSIC 350 84 1 2 84
MOTOR
CYCLE
ROYAL
ENFIELD
CLASSIC 500 85 1 2 85
MOTOR
CYCLE
ROYAL
ENFIELD
ELECTRA 5S 86 1 2 86
MOTOR
CYCLE
ROYAL
ENFIELD
THUNDERBIR
D 350
87 1 2 87
MOTOR
CYCLE
ROYAL
ENFIELD
THUNDERBIR
D 500
88 1 2 88
MOTOR
CYCLE
HARLEY
DAVIDSO
N
FORTY EIGHT 89 1 2 89
MOTOR
CYCLE
HARLEY
DAVIDSO
N
883 SUPER
LOW
90 1 2 90
MOTOR
CYCLE
HARLEY
DAVIDSO
N
STREET
GLIDE
91 1 2 91
MOTOR
CYCLE
HARLEY
DAVIDSO
N
NIGHT ROD
SPECIAL
92 1 2 92
MOTOR
CYCLE
HARLEY
DAVIDSO
N
SUPER GLIDE 93 1 2 93
MOTOR
CYCLE
HARLEY
DAVIDSO
N
STREET BOB 94 1 2 94
MOTOR
CYCLE
HARLEY
DAVIDSO
FAT BOY 95 1 2 95
81. 81
N
MOTOR
CYCLE
HARLEY
DAVIDSO
N
SOFTAIL
CLASSIC
96 1 2 96
MOTOR
CYCLE
HARLEY
DAVIDSO
N
ROAD KING 97 1 2 97
MOTOR
CYCLE
HARLEY
DAVIDSO
N
883 IRON 98 1 2 98
MOTOR
CYCLE
HARLEY
DAVIDSO
N
FAT BOB 99 1 2 99
MOTOR
CYCLE
MAHINDR
A
CENTURO 100 1 2 100
ATSC HERO PLEASURE 101 1 2 101
ATSC HERO MAESTRO 102 1 2 102
ATSC HONDA ACTIVA 103 1 2 103
ATSC HONDA AVIATOR 104 1 2 104
ATSC HONDA DIO 105 1 2 105
ATSC HONDA ACTIVA i 106 1 2 106
ATSC
TVS
SCOOTY
STREAK
107 1 2 107
ATSC
TVS
SCOOTY PEP
+
108 1 2 108
ATSC TVS WEGO 109 1 2 109
ATSC TVS JUPITER 110 1 2 110
ATSC YAMAHA RAY 111 1 2 111
ATSC YAMAHA RAY Z 112 1 2 112
ATSC YAMAHA ALPHA 113 1 2 113
ATSC SUZUKI ACCESS 114 1 2 114
ATSC SUZUKI SWISH 115 1 2 115
ATSC
PIAGGIO
VESPA LX
125
116 1 2 116
ATSC
PIAGGIO
VESPA VX
125
117 1 2 117
ATSC
MAHINDR
A
FLYTE 118 1 2 118
ATSC
MAHINDR
A
DURO 119 1 2 119
ATSC
MAHINDR
A
DURO DZ 120 1 2 120
ATSC
MAHINDR
A
RODEO 121 1 2 121
ATSC
MAHINDR
A
RODEO RZ 122 1 2 122
MOPED
TVS
XL SUPER 2
STROKE
123 1 2 123
MOPED
TVS
XL HD 2
STROKE
124 1 2 124
82. 82
SECTION 1: CURRENT TWO WHEELER EVALUATION
1. Which of the following best describes your overall satisfaction with the current two wheeler?
2. I will now read out some attributes. On a scale of “1” to “5” where “5” stands for veryimportant and “1”stands
for Not at allimportant,pleasetell mehowimportant are the following aspects while purchasing a two wheeler?
3. Out of the factorsimportantfor purchase,couldyoupleasetell methe top 5 factorsimpactingyourpurchase
decisionin
the order of priority? Give ranks from 1 to 5. Give rank1 to the mostimportantfactor, Rank2 to the next most
important
factor and so on till Rank 5?
4. Again, on a scale of “1” to “5” where “5” stands for highlysatisfied and “1” stands for highlydissatisfied. How
satisfied are you with all these factors after having used your two-wheeler?
5. Out of the factors important for purchase, could you please tell me the top 3 factors with which you are most
dissatisfied? Give ranks from 1 to 3. Give rank 1 to the most dissatisfied factor, Rank 2 to the next most
dissatisfied factor and so on till Rank 3?
SECTION 2: USAGE
6. I will now read out few reasons which people have stated for purchase of their two wheelers. Please tell me
which of these reasons attracted you to buyyour current two wheeler?
7. I will now read out few reasons which people have stated for purchase of their two wheelers. Please tell me
which of these reasons attracted you to buyyour current two wheeler
8. Out of the reasons stated byyou, please rank the top 5 reasons in order of importance. Please give Rank 1 to
the reasonwhichwasmostimportantfor your selectionofthis two- wheeler?Rank2to the next importantreason
and so on.
9. Could you now tell me for which purposes do you use this two wheeler most often?
10. Please tell me what is your average riding distance per dayin Kms?
11. Please tell me what is the actual mileage of your two wheeler in Kms/litre?
12. Please tell me what is the expected mileage of your two wheeler in Kms/litre?
13. What is your approximate monthly petrol expenditure on your current two wheeler in Rs…….. per
month?
14. What is your approximatemaintenanceexpenditure onyourcurrenttwo wheeler in Rs…….. Per month?
SECTION 3: FUTURE INTENTION
15. Couldyou pleasetellme the nameofthe makeandmodelyou are most likelyto purchase next for yourself?
83. 83
16. What is the likelybudget for this vehicle that you plan to buy? Please mention in Rupees
SECTION 4: FUEL INJECTION TECHNOLOGY AWARENESS
17. Are you aware of FUEL INJECTION (FI) technologyavailable in 2Wheelers?
18. According to you, do you think that FUEL INJECTION (FI) technology has an effect on the following
parameters individually?
19. Accordingtoyou, what willbe the effect of FUELINJECTION(FI) technologyonthe followingparametersin
a 2 wheeler individually?
20. Overall, consideringalltheaspectsof FUELINJECTION(FI) technology,howsuitabledo you feel it is as per
your dailyusage?
21. Taking the price of your current 2 wheeler as base, what is the expected additional price you are willing to
pay for FUEL INJECTION (FI) technology?
22. Taking the price of your current 2 wheeler as base, what is the maximum additional price you are willing to
pay for FUEL INJECTION (FI) technology?
23. Taking the price of your current 2 wheeler as base, what is the expected additional price you are willing to
pay if you were to purchase again a 2 wheeler with FUEL INJECTION (FI) technology?
24. Taking the price of your current 2 wheeler as base, what is the maximum additional price you are willing to
pay if you were to purchase again a 2 wheeler with FUEL INJECTION (FI) technology?
SECTION5: GENERAL QUESTION
25. Please take a look at this card and tell me your current occupation.
26. 1 married 2 un married?
27. Please tell me what is your monthlypersonal income.
28. What is your age?
30. Can you tell me for how long have you been residing in this city? Please tell me completed number of
months?
31. Do you or anyonein the familyownany two wheeler(Motor cycle, Automatic Scooter like Activa, ScootyPep
etc) which was bought
32. What is the total monthlyincomeofyour household?Whileansweringpleaseincludeincome of all members
of the household from all sources like salary, rent, agricultural income interest, profits etc. Please include the
income of all the members of your household who share a common kitchen excluding guests.
33. Please tell me which two-wheelers are owned byyour household.
84. 84
34. For each two wheeler, please tell me was the vehicle purchased as first hand or second hand?
35. Pleasetell methe monthandyear of purchasefor the two wheelersownedbythe household.
36. Is there anothervehicleof this modelinyour household(If yes, pleaseprovide the details?
37. What wasthe mainmodeof transportyou used beforeyou started usingthis new two- wheeler?
