Group 8 Section B MBA (IB) 2013-15

1/10/2014

PROJECT SYNOPSIS:

BUSINESS RESEARCH

METHOD

Segmentation & Positioning strategy for KTM

Duke bikes in India

Under the guidance of Prof. Sonu Verma

Submitted by

Amit Thakur 8B

Ashwani Pasricha 12B

Greeshma Rao 18B

Mudrika Chandnani 27B

Sandipkumar Gorasiya 41B

Umang Gulati 51B

Vishal Gupta 54B

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DECLARATION

"This Research Project is submitted by to Indian

Institute of Foreign Trade, New Delhi in partial

fulfillment of the requirements for the MBA (IB)

degree. This is an original work. It is neither copied

(partially/fully) from any other scholastic work nor

is it submitted to any other institution for any

degree or diploma. I remain fully responsible for

any error and plagiarism."

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Table of Contents

Title of the project .......................................................................................................... 3

Introduction/background to the research (including reasons for doing the project) .... 3

Why this research .......................................................................................................... 3

Literature review ........................................................................................................... 3

Management Decision Problem ..................................................................................... 4

Business Research Problem........................................................................................... 4

Approach to the Problem ............................................................................................... 4

Objectives and sub problems ......................................................................................... 5

Research Design ............................................................................................................ 5

Descriptive Research .................................................................................................. 5

Sampling Plan ........................................................................................................ 5

Sources of Data ....................................................................................................... 5

Initial Approach ............................................................................................................. 6

Questionnaire ................................................................................................................ 7

Analysis .......................................................................................................................... 7

Factor Analysis........................................................................................................... 8

Kaiser-Meyer-Olkin Measure of Sampling Adequacy............................................ 8

Bartlett's Test of Sphericity ................................................................................... 8

Components of Each Factor .................................................................................. 10

Conclusion from Factor Analysis ......................................................................... 11

Conjoint Analysis ..................................................................................................... 11

Conclusion from conjoint analysis ........................................................................ 16

Cluster Analysis ....................................................................................................... 18

Conclusion from Cluster Analysis ........................................................................ 20

Perceptual Mapping ................................................................................................. 20

Conclusion .................................................................................................................... 21

Appendix 1 Questionnaire ........................................................................................... 22

Appendix 2 Files .......................................................................................................... 30

Appendix 3 Cluster Variables...................................................................................... 31

Bibliography/References .............................................................................................. 31

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TITLE OF THE PROJECT

The purpose of this research is to identify Segmentation & Positioning strategy for

KTM Duke Bikes in India.

INTRODUCTION/BACKGROUND TO THE RESEARCH

(INCLUDING REASONS FOR DOING THE PROJECT)

A high rated product, a growing market appetite for premium bikes in India

and the reach of Bajaj in the country, future looks good for KTM bikes in India.

One of the biggest motorcycle companies from Europe, KTM has made its foray

in India with the 200 Duke street model via the Bajaj-KTM partnership. While

many would not be aware about the KTM brand, 200 Duke has painted the

town in orange. With Bajaj Auto manufacturing the 200 Duke at their Chakan

plant near Pune, the maker has been able to price the gorgeous 200 Duke

competitively in a market like India which is highly price conscious. They have

been able to sell 8500 of them making them, by far the highest selling premium

bike in India. Buoyed with the success they have just launched 390 Duke which

is a step up from the previous model.

WHY THIS RESEARCH

India has become a hotbed of premium motorcycle manufacturers with the big

boys like Harley Davidson and Triumph Motors setting shop here. Previous

years also saw the coming of Korean major Hyosung as well as giants like

Suzuki and Yamaha. In short, an Indian customer has large number of

products to choose from and competition is only getting hotter. Although

growing at a good pace, the market is still small for these bikes and hence we

felt the need to undertake this project to identify segmentation and positioning

strategy of new KTM bikes in this ever so crowded bike market space.

LITERATURE REVIEW

What is market segmentation? It is nothing but the process of breaking down

all consumers into groups of potential buyers with similar characteristics.

Choosing select groups of people and organizations to sell to is called targeted

marketing, or differentiated marketing. It is a relatively new phenomenon.

Mass marketing, or undifferentiated marketing, came first. It evolved along

with mass production and involves selling the same product to everybody.

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Segmenting and Targeting markets doesnt necessarily mean skinnying

down the number of customers. In fact, it can help enlarge customer base by

giving information with which to successfully adjust some component of

offering-the offering itself, its price, the way to service and market it, and so

on. More specifically, the process can help do the following:

Avoid head-on competition with other firms trying to capture the same

customers

Develop new offerings and expand profitable brands and products lines

Remarket older, less-profitable products and brands

Identify early adopters

Redistribute money and sales efforts to focus on your most profitable

customers

Retain at-risk customers in danger of defecting to your competitors

The trend today is toward more precise, targeted marketing. Figuring out

whos who in terms of customers involves some detective work, though-often

market research. A variety of tools and research techniques can be used to

segment markets. Government agencies, such as the Census Bureau, collect

and report vast amounts of population information and economic data that can

reveal changing consumption trends. Technology is also making it easier for

even small companies and entrepreneurs to gather information about potential

customers.

MANAGEMENT DECISION PROBLEM

How to increase the popularity and sales of KTM Duke and whom to target?

BUSINESS RESEARCH PROBLEM

To study the various factors influencing the consumer behavior while

purchasing a naked bike and the impact of performance centric features on the

consumer preferences.

APPROACH TO THE PROBLEM

A systematic approach to conducting the research was followed.

Literature review, interactions with customers and learnings from the

course were leveraged to develop an understanding into concept of brand

loyalty to evolve a means of measuring it.

Insights into the buying behavior of both corporate and retail sector was

used to develop insights into what strategy the company should adopt

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Quantitative research to measure brand loyalty was carried out by designing a questionnaire.

Online surveys among the target group was carried out to form the basis

for our analysis. The target group was then surveyed at the Point of

sales in the relevant market.

OBJECTIVES AND SUB PROBLEMS

To investigate the real needs and preferences of customers

To develop a revamp strategy based on these needs and preferences

To know the perception of the people in the market about the naked

bikes

To segment the market based on these perceptions

To propose a promotional strategy based on these segments

RESEARCH DESIGN

Descriptive Research

The respondents were asked about their attitudes towards several

factors that may affect their choice of bike

The questionnaire was administered through online surveys amongst

the target group.

The scaling techniques used were: The 7/9 point Likert scale for attitude

measurement

The Questions in the questionnaire were a mix of disguised as well as

undisguised questions.

Sampling Plan:

Target Population

The 18-45 age group people.

Sampling Framework:

18-45 age group people who either own a bike or are planning to buy a bike.

Sampling Method

Random sampling has been employed

Sources of Data:

An online survey floated on google forms was conducted on people who were

either owning a bike or planning to have one. Convenience sampling was used

in identification of those respondents

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Exploratory Phase

Initial research to be conducted with a few nearby consumers (students, friends

etc.) in order to completely identify the list of variables which build up the

consumers perception on the product i.e. KTM bikes and other bikes available

in the market.

Descriptive Phase

This phase is a quantitative one and is proposed to be descriptive research

phase where the structured questionnaire is prepared to measure the factors

of consumer preferences with regards to KTM and of their biking preferences

in general.

Data Filtering:

Though efforts were made to take utmost care to ensure no errors in filling the

questionnaires, nine responses out of a hundred and eighty nine were

insufficiently filled or were poorly filled (e.g. All fields were filled as 1). Such

responses were filtered out.

INITIAL APPROACH:

An extensive research on factors affecting motorcycle buying behavior was

carried out accessing the huge amount of literature available on the subject.

Our analysis of the mind of the Indian consumer and the nature of the industry

we were focused on led us to conceptualize the important attributes of bikes in

an Indian context under the following heads, we could narrow down to 12

factors which affect bike buying. This was chosen based on interactions with a

sample of users

Torque

Engine Output

Ride Quality

Handling

Price

Maintenance Cost

Resale

Fuel Economy

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Category

Color

Brand

Styling

QUESTIONNAIRE:

The Questionnaire was designed in a scientific manner taking into account the

discussions held in the classroom. Proper care was taken while designing the

questions and evolving an order. Initial focus was on studying the factors

affecting Brand choice. Latter part of the questionnaire focused on gauging the

respondents attitude towards the attributes.

(See appendix 1)

ANALYSIS:

Analysis of the data was done on SPSS 16.0

(See appendix 3)

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Research Problem 1:

Determine the factors that influence customers choice of bike

Approach:

Conducted a Factor Analysis to identify a smaller set of uncorrelated variables

to replace the original set of variables.

Factor Analysis:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .843

Bartlett's Test of Sphericity Approx. Chi-Square 92.523

Df 15.000

Sig. .000

Kaiser-Meyer-Olkin Measure of Sampling Adequacy:

KMO > 0.5, i.e. Sample is adequate.

Bartlett's Test of Sphericity:

Null: Ho: No Correlation between variables.

Alternate: H1: Correlation exists between variables.

Bartletts Significance, p = 0.000 < .

Rejecting the null hypothesis and we can go ahead with the factor analysis as

correlation exists between the variables.

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Total Variance Explained

Comp

onent

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.830 25.047 25.047 2.830 25.047 25.047 2.585 21.543 21.543

2 2.529 22.378 47.424 2.529 22.378 47.424 2.513 20.940 42.483

3 2.233 19.758 67.183 2.233 19.758 67.183 2.494 20.781 63.264

4 .980 8.668 75.851

5 .889 7.865 83.716

6 .747 6.609 90.325

7 .552 4.883 95.213

8 .221 1.954 97.167

9 .186 1.649 98.816

10 .103 .915 99.731

11 .023 .200 99.930

12 .008 .070 100.000

Extraction Method: Principal Component

Analysis.

Determination of number of factors is based on Eigen Values.

There are 3 factors according to this method, with Eigen values greater than

1, these 3 factors account for more than 67% of the total variance.

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Component Score Coefficient Matrix

Component

1 2 3

Category .076 .402 .698

Price .227 .638 .243

Torque .718 -.007 .369

Engine .507 .020 .380

Ride .555 .293 -.029

Handling .620 .041 -.081

Color -.090 .214 .538

Maintenance .144 .531 .008

Resale .289 .641 -.017

Brand .348 -.078 .637

Fueleconomy .234 .757 .077

Styling .086 .314 .702

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

Components of Each Factor

Factor1: Performance Centric Features

Variable Component Score

Torque 0.718133

Engine Output 0.507448

Ride Quality 0.555021

Handling 0.620395

Factor2: Cost Centric Features

Variable Component Score Price 0.638408

Maintenance 0.530849

Resale Value 0.640513

Fuel Economy 0.757496

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Factor3: Looks Centric Features

Variable Component Score Category 0.698175

Color 0.538483

Brand 0.636539

Styling 0.701795

Conclusion from Factor Analysis

We have identified 3 factors which are namely

Performance centric features

Cost centric features and

Looks centric features

Among the three factors price and torque dominates among cost and

performance centric features. This observation is in line with the expectation

of our target group.

Research Problem 2:

Determine which factor is most important to the customer

Approach:

We conducted a Conjoint Analysis to identify the importance attached to these

attributes by the potential customers.

Conjoint Analysis

Conjoint analysis attempts to determine the relative importance consumers

attach to salient attributes and the utilities they attach to the levels of

attributes.

The respondents are presented with stimuli that consist of combinations of

attribute levels and asked to evaluate these stimuli in terms of their

desirability.

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Conjoint procedures attempt to assign values to the levels of each attribute, so

that the resulting values or utilities attached to the stimuli match, as closely

as possible, the input evaluations provided by the respondents.

Steps in conducting a Conjoint Analysis

Formulate the problem

Construct the stimuli

Decide the form of input data

Select a conjoint analysis procedure

Interpret the result

Assess reliability and validity

Selected attributes are based on the results obtained in Factor Analysis

Attribute and Levels

Attribute Level No Range

Price of KTM Duke

3 250 000

Torque of KTM Duke

3 25

Fuel Economy of KTM Duke

3 50

Engine Capacity of KTM Duke

3 500

Card Id

Price of KTM Duke

Torque of KTM Duke

Fuel Economy of KTM Duke

Engine Capacity of KTM Duke

1 250 000 >25 >50 >500

4 25 25 >50 >500

7 250 000 >25 >50 200-500

10 50 200-500

11 150 000-250 000 >25 >50 250 000 >25 25-50 >500

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13 500

14 150 000-250 000 >25 >50 >500

15 >250 000 >25 25-50 200-500

Utility Functions

Utility Equations (Price)

a11 - a13 = 1.000

a12 - a13 = .500

a11 + a12 + a13 = 0

Actual

Values

Scaled

Values

a11 0.500 0.00

a12 0.000 -0.50

a13 -0.500 -1.00

Range Importance

-1.20

-1.00

-0.80

-0.60

-0.40

-0.20

0.00

Utilit

y

Price

Part-Worth Functions (Price)

250 000

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1.000 23.53%

Utility Equations (Torque)

a21 - a23 = .625

a22 - a23 = .250

a21 + a22 + a23 = 0

Actual

Values

Scaled

Values

a11 0.333 0.00

a12 -0.042 -0.38

a13 -0.292 -0.63

Range Importance

-2.00

-1.80

-1.60

-1.40

-1.20

-1.00

-0.80

-0.60

-0.40

-0.20

0.00

Utilit

y

Fuel Economy

Part-Worth Functions (Fuel Economy)

50

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0.625 14.71%

Utility Equations (Engine Capacity)

a41 - a43 = .875

a42 - a43 = .750

a41 + a42 + a43 = 0

Actual

Values Scaled Values

a11 0.333 0.00

a12 0.208 -0.13

a13 -0.542 -0.88

Range Importance

0.875 20.59%

-1.00

-0.90

-0.80

-0.70

-0.60

-0.50

-0.40

-0.30

-0.20

-0.10

0.00

Utilit

y

Engine Capacity

Part-Worth Functions (Engine

Capacity))

500

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Conclusion from conjoint analysis

Utility Equations (Torque) a31 - a33 = 1.750 a32 - a33 = 1.000 a31 + a32 + a33 = 0

Actual Values

Scaled Values

a11 0.833 0.00 a12 0.083 -0.75 a13 -0.917 -1.75

Range Importance 1.750 41.18%

-0.70

-0.60

-0.50

-0.40

-0.30

-0.20

-0.10

0.00

Utilit

y

Torque

Part-Worth Functions (Torque)

25

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These attributes were taken from the factor analysis output. Thereafter we ran

this analysis to find out the importance attached to these attributes by the

potential customers.

Attributes and Levels

Attribute Level No Price of Reva Utility Importance

Price of bike

3 4,50,000 -0.500

Fuel Economy

3 >120 km/hr 0.333

14.71%

2 80-120 km/hr -0.042

1 =5 0.333

20.59%

2 4 0.208

1 2 -0.542

As we can see, for the target customer, torque is the most important factor

Research Problem 3:

Determine sets of customers based on their buying/importance to attributes

pattern

Approach:

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We conducted a Cluster Analysis to identify the similar set of people based on

their attitude towards bike attributes.

Cluster Analysis

Agglomeration Schedule

Stage

Cluster Combined

Coefficients

Stage Cluster First Appears

Next Stage Cluster 1 Cluster 2 Cluster 1 Cluster 2

1 4 8 4.000 0 0 3

2 2 5 4.000 0 0 5

3 3 4 8.000 0 1 8

4 9 10 14.000 0 0 7

5 1 2 16.000 0 2 9

6 6 7 21.000 0 0 7

7 6 9 24.000 6 4 8

8 3 6 28.750 3 7 9

9 1 3 55.381 5 8 0

Cluster Membership

Case 3 Clusters

cvar01 1

cvar02 1

cvar03 2

cvar04 2

cvar05 1

cvar06 3

cvar07 3

cvar08 2

cvar09 3

cvar10 3

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Case Processing Summarya

Cases

Valid Missing Total

N Percent N Percent N Percent

180 100.0% 0 .0% 180 100.0%

a. Squared Euclidean Distance used

Vertical Icicle

Number of

clusters

Case

cvar10 cvar09 cvar07 cvar06 cvar08 cvar04 cvar03 cvar05 cvar02 cvar01

1 X X X X X X X X X X X X X X X X X X X

2 X X X X X X X X X X X X X X X X X X

3 X X X X X X X X X X X X X X X X X

4 X X X X X X X X X X X X X X X X

5 X X X X X X X X X X X X X X X

6 X X X X X X X X X X X X X X

7 X X X X X X X X X X X X X

8 X X X X X X X X X X X X

9 X X X X X X X X X X X

Dendrogram

* * * * * * * * * * * * * * * * * * * H I E R A R C H I C A L C L U S T E R A

N A L Y S I S * * * * * * * * * * * * * * * * * * *

Dendrogram using Average Linkage (Between Groups)

Rescaled Distance Cluster Combine

C A S E 0 5 10 15 20 25

Label Num +---------+---------+---------+---------+---------+

cvar04 4

cvar08 8

cvar03 3

cvar09 9

cvar10 10

cvar06 6

cvar07 7

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cvar02 2

cvar05 5

cvar01 1

Conclusion from Cluster Analysis

Cluster analysis is a class of techniques used to classify objects or cases

into relatively homogeneous groups called clusters. Objects in each

cluster tend to be similar to each other and dissimilar to objects in the

other clusters. Cluster analysis is also called classification analysis, or

numerical taxonomy.

We use the hierarchical method of clustering.

In that, we have used the variance method - Wards method.

In Wards method, for each cluster, the means for all the variables are

computed. Then, for each object, the squared Euclidean distance to the

cluster means is calculated. These distances are summed for all the

objects. At each stage, the two clusters with the smallest increase in the

overall sum of squares within cluster distances are combined.

Thus we have identified 3 clusters based on the information from the

Agglomeration schedule and the Dendogram.

Clusters Identified

The Value Oriented Customer cvar1,cvar2,cvar5

The Performance Oriented

Customer

cvar3,cvar4,cvar8

The Look Conscious Customer cvar6,cvar7,cvar9,cvar10

Research Problem 4:

Determine the perceptual mapping of bikes available in the market and

identify the space available.

Approach:

We conducted a Cluster Analysis to identify the similar set of people based on

their attitude towards bike attributes.

Perceptual Mapping

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We further did the perceptual mapping for the available bikes and the result

is displayed below.

Its pertinent to note that in the Classy Distinctive-Sporty Quadrant, there is not much presence (in the north-east corner marked by green region). So this

is the quadrant which should be targeted by KTM to launch its bikes and

position.

CONCLUSION

Based on the results obtained we suggest the following:-

The KTM should target the performance centric customers

Bikes should be positioned in high performance strata

Color options hasnt got much weightage so the policy of having only two

color options is not a deterrent

It should not launch its bikes in low price segment as it might affect its

brand image

Honda CBR 250R

Hero Karizma ZMR

Bajaj Pulsar 200N S

Yamaha R15

Royal Enfield

ThunderbirdRoyal Enfield Classic

350Royal Enfield Classic

500KTM Duke 200

Kawasaki Ninja

SportyConservative

Classy distinctive

Price affordable

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APPENDIX 1: QUESTIONNAIRE

Consumer Survey on Premium Bikes * Required

At the moment do you own a bike? *

Do you plan to buy a bike in near future *

If you were to buy a bike which category it would be in?

How important are the following attributes if you are planning to buy a bike : Price

1 2 3 4 5 6 7

Not at all important

Extremely important

Torque

1 2 3 4 5 6 7

Not at all important

Extremely important

Engine Output

1 2 3 4 5 6 7

Not at all important

Extremely important

Ride Quality

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1 2 3 4 5 6 7

Not at all important

Extremely important

Handling

1 2 3 4 5 6 7

Not at all important

Extremely important

Color Options

1 2 3 4 5 6 7

Not at all important

Extremely important

Maintenance Cost

1 2 3 4 5 6 7

Not at all important

Extremely important

Resale Value

1 2 3 4 5 6 7

Not at all important

Extremely important

Brand Image

1 2 3 4 5 6 7

Not at all important

Extremely important

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Fuel Economy

1 2 3 4 5 6 7

Not at all important

Extremely important

Overall Styling

1 2 3 4 5 6 7

Not at all important

Extremely important

If Naked Bikes are priced higher than the similar premium/semi premium bikes, I will not

consider buying them even if they had new additional features *

1 2 3 4 5 6 7

Completely Disagree

Completely Agree

I am not comfortable with the idea of "posture and riding position on naked bikes" *

1 2 3 4 5 6 7

Completely Disagree

Completely Agree

Owning a naked bike will set me apart from the crowd; I will be seen as a trend-setter *

1 2 3 4 5 6 7

Completely Disagree

Completely Agree

Naked bikes being a niche product will set me apart from crowd *

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1 2 3 4 5 6 7

Completely Disagree

Completely Agree

I believe that the safety and strength of a naked bike is as per the overall industry standards *

1 2 3 4 5 6 7

Completely Disagree

Completely Agree

I like to ride bikes with new and unusual technologies *

1 2 3 4 5 6 7

Completely Disagree

Completely Agree

I am concerned about the ever increasing petrol prices and a commuter bike will insure me

against this *

1 2 3 4 5 6 7

Completely Disagree

Completely Agree

The low maintenance cost of a commuter bike makes it a very attractive option ar far as my

next car purchase is concerned *

1 2 3 4 5 6 7

Completely Disagree

Completely Agree

Buying a naked bike makes sense to me only when it has a substantial resale value *

1 2 3 4 5 6 7

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Completely Disagree

Completely Agree

I will think twice before buying a naked bike since it is a new and untested concept *

1 2 3 4 5 6 7

Completely Disagree

Completely Agree

Rate These bike brands on following styling attribute : Honda CBR 250R

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Rate These bike brands on following image attribute : Honda CBR 250R

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

Rate These bike brands on following image attribute :Hero Karizma ZMR

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

Rate These bike brands on following image attribute :Bajaj Pulsar 200 NS

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

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Rate These bike brands on following image attribute :Yamaha R15

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

Rate These bike brands on following image attribute :Royal Enfield Thunderbird

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

Rate These bike brands on following image attribute :Royal Enfield Classic 350

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

Rate These bike brands on following image attribute :Royal Enfield Classic 500

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

Rate These bike brands on following image attribute :KTM Duke 200

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

Rate These bike brands on following image attribute :Kawasaki Ninja

1 2 3 4 5 6 7 8 9

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Practical Affordable

Classy Distinctive

Rate These bike brands on following image attribute :Hero Splendor

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

Rate These bike brands on following image attribute :Bajaj Discover

1 2 3 4 5 6 7 8 9

Practical Affordable

Classy Distinctive

Rate These bike brands on following styling attribute : Hero Karizma ZMR

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Rate These bike brands on following styling attribute : Bajaj Pulsar 200 NS

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Rate These bike brands on following styling attribute : Yamaha R 15

1 2 3 4 5 6 7 8 9

Conservative

Sporty

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Rate These bike brands on following styling attribute : Royal Enfield Thunderbird

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Rate These bike brands on following styling attribute : Royal Enfield Classic 350

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Rate These bike brands on following styling attribute : Royal Enfield Classic 500

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Rate These bike brands on following styling attribute :KTM Duke 200

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Rate These bike brands on following styling attribute :Kawasaki Ninja

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Rate These bike brands on following styling attribute :Hero Splendor

1 2 3 4 5 6 7 8 9

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Conservative

Sporty

Rate These bike brands on following styling attribute :Bajaj Discover

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Rate These bike brands on following styling attribute :TVS Apache RTR

1 2 3 4 5 6 7 8 9

Conservative

Sporty

Your age

Your gender M

Your Annual income

Submit

APPENDIX 2: FILES

SPSS.pdf SPSS-Cluster.pdf SPSS Cluster.spv SPSS Factor.spv

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APPENDIX 3: CLUSTER VARIABLES

BIBLIOGRAPHY/REFERENCES

http://ktm.com

http://en.wikipedia.org

http://www.google.com/finance

http://www.bajajauto.com

If Naked Bikes are priced higher than the similar premium/semi premium bikes, I will not consider buying them even if they had new additional features

cvar01

I am not comfortable with the idea of "posture and riding position on naked bikes"

cvar02

Owning a naked bike will set me apart from the crowd; I will be seen as a trend-setter

cvar03

Naked bikes being a niche product will set me apart from crowd

cvar04

I believe that the safety and strength of a naked bike is as per the overall industry standards

cvar05

I like to ride bikes with new and unusual technologies cvar06

I am concerned about the ever increasing petrol prices and a commuter bike will insure me against this

cvar07

The low maintenance cost of a commuter bike makes it a very attractive option ar far as my next bike purchase is concerned

cvar08

Buying a naked bike makes sense to me only when it has a substantial resale value

cvar09

I will think twice before buying a naked bike since it is a new and untested concept

cvar10