1. 1
Shopper Behavior Among 100-110 cc
segment customers
MTWL- Marketing
Samdish Chumber
Indian Institute of Management, Ahmedabad
2. 2
The heart of marketing is
behavior modification,
and this will remain our
focus.
Jennifer S Nelson,
Global director/global
strategy and insights,
Johnson & Johnson
3. 3
Mapping of customer
behavior while buying
motorcycles
Part 3Part 2Part 1
Task 1
Task 2
Purpose
Task 3
Task 4
Benchmarking of
dealerships
Study of alternate
sales channels
Methodology
Results &
Recommendations
Purpose
Methodology
Results
Recommendations
Purpose
Modalities
Recommendations
Project Details
5. 5
What?
Purpose
To understand the
buying process and
shopper behavior of
100-110 cc customers
It is necessary to study
shopper behavior of
customers to improve
marketing communication
Why?
6. 6
Methodology
Exploratory
Study
Confirmatory
Study
Customer
Behavior
Sample Size-20
Convenience &
Simple Random
Sampling
100-110 cc bike
users
Mumbai and
outside
Personal and
telephonic
interviews
Inputs for
questionnaire
Sample Size-100
Convenience & Simple
Random Sampling
Study carried in
Nashik
Myself administered
questionnaire
Personal and
telephonic interviews
Collection of primary
data
Analysis of
primary data
Mapping of
shopper behavior
of customers
9. 9
“Gadi achi honi chaie , marketing to har chiz ki achi hoti hai.”
“Dealer ko to gadi bechni hai to uski bat ka bharosa nai hai,
jo log pehle se chla rhe hain vhi bta skte hain”
“Hmare gaon mien sab Splendor hi chlate hain is lie maine b
Splendor hi khridi”
“Mujhe parivar valo ne kaha ki Centuro nai bike to risk mat lo par mujhe
baki sab se kuch hat ke chaie tha”
“Hum tractor ke bare mien internet pe dekh rhe the, tbhi hume Centuro ke
bare mien pta chla. Hmare pass Mahindra ka tractor aur gadi hai, is lie
humne socha yehi bike khridenge.”
“Mujhe Shine khridni thi par showroom mien kisi ne mujhe ache se bat ni ki
to maine Bajaj ke showroom pe ja ke usi smay Discover khrid li”
13. 13
Research Carryout
Was any research
carried out before
buying?
Time taken to
decide
Yes
78%
No
22%
65%
10%
21%
4%
Less than 2
weeks
2 weeks to one
month
One to two
months
More than two
months
14. 14
Relative Importance of attributes
0 1 2 0 2 3 0
10
0 3 1
6 20 1 2
1 1 1
1
3
2
2 2
1
10
14
20
8
23
14
3
23
4
20
17
15
4
18
42
41
22
39
35
25
29
20
31
32 28
25
82
42
35
69
35
47
71
35
74
44 48 50
68
Percentage-wise response distribution
Not at all Important Not Important Neutral Important Very Important
15. 15
Relative Importance of attributes
3.76
4.04 4.05 4.11 4.15 4.23 4.23 4.24
4.56 4.59 4.66 4.66 4.82
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Average Rating
5- Very Important 3- Neutral 1- Not at all important
16. 16
People are most concerned about mileage,
availability of spare parts and comfort level before
buying a bike. While price is important, but if the
product is good people don’t mind paying a bit
extra.
17. 17
Reliable sources of information
2.57 2.65
3.09
3.34 3.37
3.50
4.27
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
Average Rating
18. 18
People in this segment do not rely on internet much, word
of mouth via family/ friends is the most reliable source of
information for them.
19. 19
Motivation behind buying a particular bike
0
10
20
30
40
50
60
70
80
Completely disagree
Diagree
Neither agree nor
disagree
Agree
Completely agree
20. 20
Motivation behind buying a particular bike
1.74
3.34 3.36
4.23
4.33
4.55 4.57 4.64
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
Discount/
special offer
on bike
Friends/
Famliy own
the same bike
Seen many
people ridng
the same bike
Heard good
reviews
Rode the bike
and liked it
Trust the
brand
Bike within
budget
Bike Suitable
to needs
Average Rating
21. 21
Enquiry Pre Purchase and During Purchase
84%
96%
70% 70%
40% 38%
15%
43%
13%
68%
6%
2% 4% 4%
16%
11%
61%
42%
46%
5%
Pre Purchase During Purchase
22. Sequence of collecting information pre purchase
Pre
Purchase
Price
Technical
Specs
Mileage Availability/cost
of spare parts
Quality of
ride
Features Cost of
service
Colors
available
24. 24
Sources of information (attribute-wise)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Roadside hoardings
Mechanic
Friends/ family
Dealer-ship visit
Internet
Print Media
TV Ad
25. Whom do people consult and
who are the major influencers
in decision making?
29. 29
Individual choice plays the most important role in
decision making. Low weightage given to dealers also
indicates that majority of people come to dealerships pre-
decided about the choice of bike.
31. 31
Special Scheme/ Offer Preference
Yes
16%
No
84%
Zero
Interest
loan
0%
Exchange
mela
6%
Discount
/
Promotio
nal event
31%
Festive
Season
offer
44%
Other
19%
Based on customer
responses
Break-up of special
schemes/ offer
32. 32
Important Features
83%
90% 91%
62% 64%
69%
81%
65%
92%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Colors
Avalable
Low Fuel
Indicator
Fuel Gauge
(indicates
level of fuel)
Tubeless
tyres
Disc brake Alloy wheels Electric Start Digital
Speedometer
Dipper Others
(please
specify)
Percentage of respondents
33. Good looks Comfort Level
Soft seat cushion
Flat Seat
Features
Average meter
Indicator buzzer
Central Locking
Anti-theft
Powerful Headlight
Beep for side stand
Safety Measures
Rear Guards as in bullet
Accessories
Side Dickie
Hand Holder for pillion
rider
Wheel Lock
Better Mileage
Other Features mentioned by people
35. 35
Brand Communication is not confined to advertisement
only. Communication happens at each touch point with the
customer.
36. 36
Brand matters a lot for the people. People buy a bike only
if they have trust on the brand.
37. 37
Centuro is being bought by people who either already use
Mahindra products or yearn for something new and
different.
38. Suspension and comfort level
need emphasis in our current
POSM
Brain- washing of mechanics
is necessary at this stage.
Activities at the level of
dealerships have to be
organized for
the same.
Brand Trust needs to be built
through positive word of
mouth
.
39. Point of Sale Material
Personal experiences of
customers with the product can
be shared as POSM. Videos
featuring customers can also be
run on LCDs.
Mileage board can be put
at dealerships. This will
mention the contact
details of customer and
mileage he/ she is
getting from the product.
A small stand can be
put near the product
which explains
technical
specifications in
brief.
This can be used for new
launches. Vehicle can be put on a
floor mat on which features can be
mentioned
Accessories and bike
related merchandise
can be sold at
Mahindra dealerships
to enhance brand
value.
This will show price
break up for all the
products. Price
comparisons can also
be made with
competition.
40.
41. Purpose
To identify the best
dealerships in the industry
and benchmark Mahindra
dealerships against them.
42. Methodology
Step One
o Competition dealerships
were studied in
Mumbai.
o Sales process was
studied.
Step Two
o Parameters for
benchmarking were
decided.
o 100 point scale to rate
dealerships was created.
Step Three
o 14 Dealerships
including Mahindra
were visited in Nashik.
o Mystery shopping was
used to rate dealers.
o Rating was provided to
dealerships.
54. 54
As per average rating, Honda and Yamaha dealerships are
ahead of Mahindra. Honda and Yamaha dealerships can be
considered to be the best in the two wheeler industry.
57. 57
Parameter wise rating of ARK and Anjani
0
2
4
6
8
10
12
14
16
Showroom Quality of
staff
Sales
Process
Bike Demo Test Ride Post Ride POSM
ARK
Anjani
59. 59
Proper follow-up mechanism is required till the closure of
sales. Providing a good service even after sale is necessary
to built trust among customers.
61. 61
One to one customer mapping
One sales person should deal with the
customer over his/ her entire life cycle.
Sales person should act as single point of
contact at dealership for the customer.
67. 67
ModalitiesSourcing
These people
act as sub
dealers and
source bikes
from main
dealers.
Inventory
They stock
vehicles as per
demand.
Portfolio of
vehicles varies
with season.
PaymentMode
Brokers prefer
to invest in
brands which
have high
turnover. For
other brands,
credit is
preferable.
68. 68
This channel is very important for us as our dealer
network is in nascent stage.
70. 70
Our dealers release bike only after payment and billing.
They are also a bit reluctant to give bikes through this
channel. This discourages brokers to display our bike and
they provide bike on booking only.
71. 71
If credit limit is provided to these brokers then they will
easily keep our bike in display which will help in pushing
our product.
