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Market Research Proposal

Request for Proposal to XYZ Ltd who is into manufacturing vehicles. XYZ Ltd. wants to find out the perception and expectations of the Motorcycles owners from their first car which they are planning to buy in future.

Background
Understanding of Brief
Business Objective
Research Objective
Research Design
Deliverable
Cost


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Market Research Proposal

  1. 1. Research Project- Proposal
  2. 2. 2 Project Proposal 10/22/2013 Background • The Indian Automobile industry is one of the largest and it has been fast growing globally. However during the past few years the industry is languishing at behind the other industries. India’s passenger car vehicle manufacturing industry is the sixth largest in the world, with an annual production of more than 3.9 million units in 2011. • The growth rate for the year 2011-12 of Indian Automobile Industry was 12.24% amounting more than 1.73 mn. Passenger vehicles segment grew 19.66 % during the April-March 2012 which was same during the last year. There has been meager growth of only 8.27% in the two wheelers segment. • One of the reasons for this sluggish growth is the huge competition within the Indian Market. With the decreasing in number of two wheelers buyers, only way to gain a competitive edge over the car manufactures would be to design a vehicle targeting the two wheelers customers which would provide high value to the consumer.
  3. 3. 3 Project Proposal 10/22/2013 Understanding of the Brief • XYZ Ltd is into manufacturing vehicles. XYZ Ltd. wants to find out the perception and expectations of the Motorcycles owners from their first car which they are planning to buy in future. • This project brief contains the Research Methodology & Research Design our Market Research team will undertake to understand the expectations of the Motorcycle owners from their first car. • We have to identify a specific segment of bike owners who would be purchasing a car and understand their expectations from their first car .
  4. 4. 4 Project Proposal 10/22/2013 Business Objective • The company aims to design and manufacture a car as per end users expectations and requirements. The end users in this case are the bike owners who are willing to buy a vehicle which solves their purpose. This research study is to undertaken to understand the consumers’ expectations of the car which will help to measure the level of the market interest and estimate the desired revenue. The business objectives are as mentioned below: • What values the motorcyclists expect from their first car • Which segments of customers to target • To gain competitive edge over the competitors
  5. 5. 5 Project Proposal 10/22/2013 Research Objective • After identifying a specific segment of bike owners (which will be done through exploratory research ) we conduct face to face interview with them. • The objective of the questionnaire would be to understand the what value the respondents are seeking from their first car. • The expectation from a car are as follows: ▫ ▫ ▫ ▫ ▫ ▫ ▫ Good Mileage and Operational Cost Luxury Power Good Aesthetics Price Features Service
  6. 6. 6 Project Proposal 10/22/2013 Research Design  Exploratory Research:  Secondary Data Research: Previous Automotive Research Reports Secondary DataDelloite_Automotive BRIC Nation.pdf  Population Data: Pune from Published Data  Descriptive Research:  Face to Face Interview  Pen and Paper Interview (PAPI) structured interview with quantitative design is suggested.  Sample: Random Sampling from 25-30 years of Pune Population (Hinjewadi/Pimpri Chinchwad): Sample Size is 100  Post the interviews, the data would be entered in excel format and SPSS format  Data would be analyzed for trends, insights and would be presented to the client
  7. 7. 7 Project Proposal 10/22/2013 Challenges  Mainly corporate respondents, high rate of refusal and persuasion has to be done for filling up the questionnaire.  Time Constraints.
  8. 8. 8 Project Proposal 10/22/2013 Data collection and scrutiny  A team of students would be given the task of doing interviews of bike owners  The data can be collected in Lunch hours of the offices, parking lots, petrol pumps and online survey  These students would be briefed about the research and how to conduct an interview. They would also undergo mock interviews  30% of the collected data would be back checked through calling / visiting the respondent  100% scrutiny of the questionnaires
  9. 9. 9 Project Proposal 10/22/2013 Key Information Areas: TG • Target Group: 25-30 Men, Hinjewadi Pune- Having 150 – 200 CC bike owner • Data Collection: ▫ Field Survey: Office (Lunch Hours), Petrol Pump & Parking Lots ▫ Online Survey: Online Communities of Pune • Sampling: ▫ Random Sampling: Low Cost ▫Sample Size: 100/150 • Research Problem: The propensity to buy a hatchback and what features are preferable by the customers.
  10. 10. 10 Project Proposal 10/22/2013 Deliverables  A power point report on the findings of the study  The filled in questionnaires of the respondents who agree to share their identity with the client  Detailed Project Report with Analysis and suggestions
  11. 11. 11 Project Proposal 10 D 1 ` 10/22/2013 10 D START 3 6D 3D 4 10 D 5 4D 6 4D 2D 2 10 Days: Client Interaction & Exploratory Research 6 Days: Literature Study 3 Days: Questionnaire Design 10 Days: Field Study 4 Days: Coding Data Analysis & Develop Plan 2 Days: Report Writing 1 Day: Presentation Total Days: 40 Days Milestone: 3: Proposal 5: Data Collection Complete 7: Final Report Completion 7 1D END
  12. 12. 12 Project Proposal 10/22/2013 Cost Sl. Particulars No Sample 100 Sample 150 1. Photocopy Questionnaire2 pages 100 x .60p= Rs. 60 150 x .60p= Rs. 90 2. Man-hour Travelling 15 respondents- Rs. 100 100= Rs. 700 150= Rs. 1000 3. Final Report (hard copy) Rs. 100 Rs. 100 4. Misc Rs. 1000 Rs. 1500 Rs. 1860 Rs. 2690 Total
  13. 13. 13 Project Proposal 10/22/2013 Thank you!
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Request for Proposal to XYZ Ltd who is into manufacturing vehicles. XYZ Ltd. wants to find out the perception and expectations of the Motorcycles owners from their first car which they are planning to buy in future. Background Understanding of Brief Business Objective Research Objective Research Design Deliverable Cost

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