ravi shekhar kumar report

8/12/2019 Ravi Shekhar Kumar Report

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How to improve sales ofBajaj Pulsar:

A consumer insight


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Table of ContentsTable of Contents.................................................................................................................2

1. Introduction..................................................................................................................4

1.1 Background................................................................................................................42. Research Framework.......................................................................................................5

2.1 Research ro!osal......................................................................................................5

2.2 Research "b#ecti$es...................................................................................................%&. Research 'ethodolog(....................................................................................................%

&.1 )iterature *ur$e(.......................................................................................................%

&.2 +ualitati$e Research..................................................................................................,

&.4 Research -(!othesis e$elo!ment.........................................................................../&.5 'easure e$elo!ment.............................................................................................14

&.% ata 0nal(sis lan...................................................................................................15

4. Conclusion.....................................................................................................................1,

0nneure0 3etails of Inde!th Inter$iew.......................................................................1/0nneureB 3-(!othesis..................................................................................................2

0nneureC 3*am!le Instrument......................................................................................21References6.........................................................................................................................2/

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Executive Summar

"b#ecti$es6 The growth of Indian 'otorc(cle market has !lummeted in 2,/ and this

has affected ulsar7 a flagshi! brand of Ba#a# 0uto )imited. The market share of ulsar in

the !remium segment of motorc(cle has declined b( around ,8 in the last two (ears.

Therefore7 in this !ro#ect work our aim to de$elo! strateg( for im!ro$ing sales of Ba#a#

ulsar.

Research 'ethodolog(6 To understand the consumers9 e!ectation and satisfaction from

the !urchases of motorc(cle7 we ha$e done :ualitati$e research to identif( the underl(ing

moti$es for the !urchase of 'otorc(cle. ;e ha$e formulated a set of research !roblem to

address our management decision !roblem. These research !roblems ha$e hel!ed us in

identification $ariables rele$ant to our stud(.


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!" #ntro$uction

!"! Bac%groun$

The Indian two wheeler market is oligo!listic in nature and characteri=ed b( fierce

com!etition and high roduct inno$ation with increased Research and de$elo!ment. It is

dominated b( motorc(cles7 accounting for o$er ,18 of o$erall sales 3Crisil Re!ort7

2,. Ba#a# 0uto7 like other two wheeler !la(ers -ero -onda7 T>* 'otors7 focuses on

motorc(cles in the twowheeler segment. 'otorc(cles are not onl( sold as a !roduct but

also as an ?e!erience@. This has led to introduction of man( new !roducts at a ra!id

!ace and brands are gaining !rominence. A$er( com!an( is working on !roduct

differentiation. Thus7 recentl( there is an increased focus on the !remium segment.

Comfort7 (outh icon7 brand !ersonalit(7 thirst for ad$enture7 st(le7 masculine look anduni$ersal a!!eal ha$e become a few im!ortant as!ects in this market.

The Indian motorc(cle market can be segmented into three categories on the basis of

rice and ower.

Segment Price (Rs) Power (cc)

Aconom( segment 0round &5 1

Aecuti$e segment &5757 125

remium segment 'ore than 57 15

Table16 Indian 'otorc(cle 'arket *egment

The econom( segment or the entr( segment dominates the market with %487 followed b(

eecuti$e segment 32&8 and the !remium segment lags behind with 1&8 for 2,7

though the market share of !remium segment has increased b( 28 in 2, in

com!arison to 2% 30nnual Re!ort of Ba#a# 0uto )imited7 2,. The !remium

segment consists of more !owerful motorc(cles in range of 15cc and abo$e7 and is for

those who want !erformance and !ower. This segment has Ba#a# 0uto9s flagshi! brand7

the ulsar. The Com!an( dominates this eciting segment in $olumes and minds!ace

with the ulsar range and the 0$enger T*i. The Com!an(9s domestic market share in

this segment is close to 58.

Ba#a# 0uto )imited is a two wheeler and three wheeler com!an( with sales re$enue of Rs

/7%/ crore 30nnual Re!ort of Ba#a# 0uto )imited7 2,. The com!an( !roduces a wide

range of motorc(cle with brand names like latina7 *onic7 Ba#a# DC7 isco$er7

isco$er T*i7 ulsar and 0$enger. Ba#a# ulsar comes with 157 1,7 and 2 cc !ower

4


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and also with different design. This brand is the market leader in the Indian 'arket7

des!ite losing market share in the !remium segment b( around ,8 in the last two (ear

3Crisil Re!ort7 2,. The main com!etitors of ulsar include -ero -onda -unkE CBE

Gari=maE T>* 0!acheE and -onda


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Ba#a# ulsar is the leading brand of 'otorc(cle in the !remium segment. -owe$er7 the

market share of ulsar brand has reduced b( around ,/8 in the last two (ears. The

reason for this decline in the market share could be due to aggressi$e launch of new

models in this segment and re!ositioning strateg( ado!ted b( !articularl( other !la(er

!articularl(7 -ero -onda. Thus7 our Management Decision Problem for this stud( is

;hat should Ba#a# do to increase sales of ulsarH

&"& 'esearch )bjectives

;e ha$e identified eight research !roblems to address the management decision !roblem.

These research !roblems will hel! us in better understanding of consumer beha$ior of

ulsar bu(er and non bu(er so that the com!an( can im!ro$e its marketing strategies and

marketing mi to attract non bu(er of ulsar.

Research Problem

1. ;hat are reasons for !urchasing 'otorc(cle and ulsarH

a. ;hat are $arious needs 3Tangible and Intangible needs associated with

bu(ing 'otorc(cle and ulsarH

b. ;hat is the matching congruit( of ulsar image with self imageH

2. ;hat are the choice criteria of 'otorc(cle !urchase in remium and eecuti$e

'otorc(cleH

&. ;hat are ma#or information source influencers on !urchasing decision and what

is their im!ortanceH

4. ;hat is the influence of sales !romotional and situational factors on bu(ing

beha$iorH

5. ;hat is the emogra!hic and s(chogra!hic characteristic of ulsar bu(er and

!ulsar non bu(erH

%. ;hat is the attitude of consumer towards different brands of motorc(cleH

. ;hat is the satisfaction of the ulsar !urchaseH

,. ;hat are the barriers to bu(ing ulsarH

*" 'esearch +etho$olog

*"! ,iterature Surve

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The AngelBlackwell 'iniard 'odel of Consumer Beha$ior 31// suggests the factors

affecting decision making !rocess of consumer. These can be broadl( classified as

An$ironmental Influences 3Culture7 *ocial class7 ersonal influences7 Famil(7 *ituation

and Indi$idual differences 3Consumer resources7 'oti$ation and in$ol$ement7

Gnowledge7 0ttitudes7 ersonalit(7 )ifest(le and emogra!hics. Belief7 attitude7

intention and memor( of indi$idual are also im!ortant !arameters of indi$idual

influencing decision !rocess for !urchasing an( !roduct. For !urchasing of motorc(cle7

!roduct attributes7 belief7 attitude7 en$ironmental factors influence the decision making.

roduct attribute7 !ersonal factor 3)ifest(le7 moti$ation memor(7 !ersonalit( attitudeE

!erce!tion7 en$ironmental factors 3Cultural7 social class7 !ersonal influence7 famil(7

situational factor7 demogra!hic details7 marketing factors affects the decision making

!rocess.

The !urchaser of different brands of motorc(cle can be categori=ed into different

!s(chogra!hic segment. ;ell and Tigert 31/1 ha$e suggested a list of 0ttitude7 Interest

and o!inions in$entor(. This in$entor( includes scale for twent( two t(!e of

!s(chogra!hic !rofiles rice ConsciousE Fashion ConsciousE Child "rientedE

Com!ulsi$e -ousekee!erE islikes -ousekee!ingE *ewerE -omebod(E Communit(

'indedE Credit


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ersonal !rofile and situational issue *tage of life c(cle7 dis!osable income ma(

affect choice criteria. *ituational Factor like gift gi$ing on marriage7 birthda( ma(

also influence the !urchase decision.

*ocial Factor The influence of !eer grou!7 famil( and one9s !ercei$ed social

image also affect choice criteria.

Based on re$iew of motorc(cle industr(7 a brief *;"T 0nal(sis of Ba#a# ulsar has been

done. The following table !resents the *;"T anal(sis of Ba#a# ulsar 'otorc(cle.

Strengths

*trong Brand e:uit(

;ide istribution network J ser$ice outlets*u!erior Technolog(

0ggressi$e !romotional strategies

Weaknesses)osing market share due to greater com!etition

)ack of Inhouse R J

Opportunities

Increased working !o!ulation

Fast !aced urbani=ation to rise from 2,8 to 48 b( 22

Im!ro$ing dis!osable incomesE'iddle class e!anding b( &4 million e$er( (ear

0$ailabilit( of credit for $ehicle !urchase

Threats

Klobal Financial Crisis

Rising etrol !ricesE and *teel !rices

)aunch of T0T0 anolan for im!ro$ed 'ass Trans!ortation *(stem

Table&6 *;"T 0nal(sis of Ba#a# ulsar

*"& -ualitative 'esearch

The in de!th inter$iews ha$e been conducted to understand the underl(ing moti$es of

consumer bu(ing Ba#a# ulsar. 0nneure0 contains the details of inde!th inter$iew. The

inde!th inter$iew and literature sur$e( has hel!ed in the identification of $ariables to be

measured.

Variables !enti"ication

The $ariables of our stud( are roduct attributesE eeds of bu(ingE Tangible Reason for

Bu(ing ulsarE Intangible Reason for Bu(ing ulsarE ersonalit( of ulsar Bu(erE *ource

of informationE 0cti$it(7 Interest and "!inions 30I"E *ales !romotion J *ituational

factorsE Barrier to bu(ing ulsarE and *alient Reasons for bu(ing ulsar. The following

table !resents the details of $ariables of our stud(.

,


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one !lace to other. "ur :ualitati$e research has also outlined this as the basic needs for

bu(ing a motorc(cle. Thus7 we ha$e h(!othesi=ed that con$enience is the most im!ortant

needs for bu(ing motorc(cle.

Consumers wish to satisf( their both tangible and intangible needs through the !urchase

of an( goods. Total Customer benefits ma( be achie$ed through !roduct benefits7 *er$ice

benefits7 !ersonnel benefits and Image Benefits 3Gotler7 et al7 2,. Tangible benefits

can be deri$ed from the utilit( of !roductNser$ices while intangible benefits can be

deri$ed through image benefits or !ersonnel benefits. Ba#a# ulsar is !ercei$ed as

technologicall( su!erior !roduct with st(lish design. These features hel! consumer in

gaining selfconfidence from the !roduct. 0mong the $arious !roduct attributes like

rice7 fuel efficienc(7 maintenance cost7 !icku!7 st(le7 comfort le$el7 ser$icing7 s!are

!arts a$ailabilit(7 a$ailabilit( of ser$ice centers7 need of commuting7 !eer grou!

feedback7 com!an( image7 ser$ice network7 brand image7 the $isual a!!eal of the bike is

the most a!!ealing to the consumer. Thus7 consumers seek tangible benefits in the form

good $isual a!!eal of the bike. Thus7 we ha$e h(!othesi=ed that selfconfidence is the

most im!ortant intangible benefits and $isual a!!eal is the most im!ortant tangible

benefits sought b( the ulsar !urchaser.

'ehta 31/// ha$e discussed two t(!es of self conce!t 0ctual and Ideal *elf conce!t

and used Conce!t Con$ergence 0nal(sis 3CC0 used to !ro$ide a framework to identif(

$aluable !s(chological segments based on self conce!t. The !urchase of high

in$ol$ement goods are mostl( dri$en b( the Ideal *elfConce!t. Based on abo$e

argument we h(!othesi=e followings

#$pothesis %a Con$enience in tra$eling is the most im!ortant needs for consumer

bu(ing motorc(cle

#$pothesis %b *elfconfidence is the most im!ortant intangible benefit achie$ed b(

bu(ing ulsar

#$pothesis %c >isual a!!eal 3'asculine look is the most im!ortant tangible benefits

for ulsar !urchaser.

#$pothesis %! ulsar is matched with Ideal *elf image of the consumer

Consumers are often asked to make difficult $alue tradeoffs7 such as !rice $ersus safet(

in !urchasing an automobile7 en$ironmental !rotection $ersus con$enience in a $ariet( of

1


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goods7 and :ualit( of life $ersus longe$it( in com!le health care decisions 3Bettman7

)uce and a(ne7 1/,,. "ur :ualitati$e research for motorc(cle has resulted in

identification of salient !roduct attributes that consumers look for bu(ing !remium and

eecuti$e segment motorc(cle. The attributes are rice7 'ileage7 )ook7 icku! and

ower. Though consumers want all of them7 howe$er7 due to resources constraint the(

ma( get e$er( best thing. Choice among o!tions de!ends criticall( on the goals of the

decision maker 3Bettman7 )uce and a(ne7 1/,,. The goal of consumers bu(ing

eecuti$e and !remium segment motorc(cle is to ha$e st(lish motorc(cle at affordable

running cost. The !urchases of motorc(cle is a high in$ol$ement7 thus7 com!ensator(

strateg( will re:uire e!licit tradeoffs among attributes and Choice is characteri=ed b(

conflict7 uncertaint(7 and cogniti$e acti$it(7 and related !s(chological !rocesses can also

be obser$ed 3-ansen7 1/% *t(le or the design of motorc(cle has a!!eared to be the

dominating criterion for choosing an( motorc(cle in the eecuti$e and !remium segment.

#$pothesis & 'otorc(cle esign is the most im!ortant criterion for !urchasing

eecuti$e and !remium segment of motorc(cle

Consumers conduct a research on their own for e$aluating the $arious o!tions of brands

a$ailable to them. The information for this is obtained from $arious sources which ha$e

different im!ortance to the consumer and hence7 influence the consumer with different

intensit(. Through :ualitati$e research information ma( be obtained from Friend7 Famil(

members7 eer Krou! 3"ffice Colleagues7 eighbors7 and other 0c:uaintance7 *ales

!ersonnel7 Karage 'echanics7 Com!an( ;ebsite7 ews Re!ort7 A!ert "!inion through

media7 T> ad$ertisement7 rint 0d$ertisement7 "bser$ing eo!le ri$ing Bike7 ast

A!erience and consumer rate highl( the !ersonal source of information more than the

!ublic source like ad$ertisement. "ur :ualitati$e research suggests that friends are the

most im!ortant source of information before bu(ing Ba#a# ulsar. Thus7 we h(!othesi=e7

#$pothesis ' Friends are the most influential source of information

*ale !romotions induce the sales of an( !roduct 3uncan7 2,. The situational factors

like festi$al seasons also affect the !urchasing. "ur :ualitati$e research has hel!ed us in

identif(ing sales !romotional and situational factors affecting the decision making. These

are rice iscountE )ow Interest Financing "!tionE 0ttracti$e Achange "fferE )ow

own !a(ment *chemeE urchase 0ssociated KiftE Contest associated with !urchaseE

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Festi$al *eason 3ee!awaliE Kift Ki$ing 3'arriage7 Birthda(. Consumers !refer low

down !a(ment scheme as the most im!ortant factor affecting the !urchase. Thus7 we

h(!othesi=e7

#$pothesis )ow own !a(ment *cheme is the most im!ortant sales !romotional and

situational factors of bu(ing ulsar

;ell and Tigert 31/1 ha$e suggested a list of twent( two t(!e of !s(chogra!hic !rofiles

based on 0ttitude7 Interest and o!inions. B eeldham Consumer *ur$e( 31/// has

also de$elo!ed a scale for a list for !s(chogra!hic !rofiles 3Tao7 2&. "ur :ualitati$e

sur$e( suggested that !ulsar !urchaser are more Fashion orientedE islike -ousekee!ingE

Communit( 'indedE *!orts *!ectatorE *elfConfidentE *elf designated "!inion )eaderE

Financial "!timistE Information *eekerE *elf*atisfactionE Brand "rientationE

Atro$ersionE Inno$ator Bent. Based on this we h(!othesi=e that

#$pothesis ulsar bu(ers are more -5aFashion orientedE -5b -ousekee!ing

islikingE -5cCommunit( 'indedE -5d*!orts *!ectatorE -5e*elfConfidentE -5f

*elf designated "!inion )eaderE -5gFinancial "!timistE -5h*elf*atisfiedE -5iBrand

"rientationE -5#Atro$erteE and -5kInno$ator (outh than non ulsar bu(er

Consumers often rel( on brands as an indication of :ualit( 3Kiannias7 1///. In the

market there are man( brands a$ailable. The Ba#a# ulsar with its uni:ue look and !ower

has !ositioned itself as masculine bike. "ur :ualitati$e sur$e( suggests that customer

!ercei$e ulsar brand as different from others. Thus we h(!othesi=e that7

#$pothesis * Ba#a# ulsar is uni:uel( !ositioned in the market

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Fig16 Framework for ulsar bu(ers9 satisfaction

Brand erce!tion and Brand !reference is affected b( !roduct attributes which consist of

Functional attributes7 $isual a!!eal7 Brand image and rice. The brand !erce!tion affects

both brand !reference and satisfaction 30ssael7 2,. Brand !reference affects the

satisfaction le$el. 0s 'otor c(cle is a high in$ol$ement !roduct7 the consumer will

e!erience assimilation effects leading to higher satisfaction. -oward and *heth 31/%/

ha$e defined as the consumer9s cogniti$e state of being ade:uatel( rewarded in a bu(ing

situation for the sacrifice he has undergone as :uoted b( 'artin 31//. The ade:uac(

relates to matching actual !ost !urchase and consum!tion e!erience. *atisfaction is the

e$aluation rendered that the e!erience was at least as good as it was su!!osed to be

3-unt7 1/E as :uoted b( 'artin7 1//. "li$er 31/, termed consumer satisfaction as

the additi$e sum of e!ectation le$el and the resulting disconfirmation of the choice.

Thus7 we h(!othesi=e followings

#$pothesis +a ulsar9s functional attributes7 >isual a!!eal7 brand image and rice

affect the ulsar9s brand attitude and reference

#$pothesis +b ulsar9s brand attitude affects the !ulsar reference

#$pothesis +c The satisfaction of ulsar is affected b( the attitude towards ulsar brand

and !reference for ulsar brand.

Functional

attributes

>isual

0!!eal

Brand

Image

rice

Brand

erce!tion

*atisfaction

Brand

referenc

e

1&


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Ba#a# ulsar being too hea$( bike is some time not !referred b( the consumers. The

mileage of the bike is also in com!arison to other models eisting in the market

!articularl( assion and *!lendour. Thus we h(!othesi=e7

#$pothesis , )ow 'ileage is the most im!ortant barrier to bu(ing ulsar

*"0 +easure /evelopment

'easurement scale for -(!othesis 1aE 1bE 1cE and 1d are based on :ualitati$e research

using likert scale. For measuring h(!othesis 27 we ha$e identified fi$e !roduct attributes

with each three le$els. The total combinations of these attributes come out to be 24&

3&&&&&.


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*"1 /ata Analsis Plan

S- .o- Research Ob/ecti0es1Problems #$pothesis 2- .o 3nal$sis techni4ue

1a ;hat are $arious needs 3Tangible and

intangible needs associated with bu(ing

'otorc(cleH

-1Con$enience in tra$eling is the most

im!ortant needs for consumer bu(ing

motorc(cle

+1 "newa( 0">0

1b ;hat are $arious needs 3Tangible and

intangible needs associated with bu(ing

ulsarH

-1b*elfconfidence is the most

im!ortant intangible benefit achie$ed b(

bu(ing ulsar

-1c>isual a!!eal 3'asculine look is the

most im!ortant tangible benefits for

ulsar !urchaser

+2

+&

"newa( 0">0

Confirmed Factor

0nal(sisE "newa(

0">0

1c ;hat is the matching congruit( of ulsar

image with self imageH

-1dulsar is matched with Ideal *elf

image of the consumer

+47 +57

+%

aired ttest

2 ;hat are the choice criteria of 'otorc(cle

!urchase in the eecuti$e and remium

segmentH

-2'otorc(cle esign is the most

im!ortant criterion for !urchasing

eecuti$e and !remium segment of

motorc(cle

+ Con#oint 0nal(sis

& ;hat are ma#or information source

influencers on !urchasing decision and what

is their im!ortanceH

-&Friends are the most influential source

of information

+, "newa( 0">0

4 ;hat is the influence of sales !romotional -4)ow own !a(ment *cheme is the +/ "newa( 0">0


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and situational factors on bu(ing beha$iorH most im!ortant sales !romotional and


5 ;hat is the emogra!hic and

s(chogra!hic characteristic of ulsar bu(er

and !ulsar non bu(erH

-5ulsar bu(ers are more -5aFashion

orientedE -5b -ousekee!ing islikingE

-5cCommunit( 'indedE -5d*!orts

*!ectatorE -5e*elfConfidentE -5f*elf

designated "!inion )eaderE -5g

Financial "!timistE -5h*elf*atisfiedE

-5iBrand "rientationE -5#Atro$erteE

and -5kInno$ator (outh than non ulsar

bu(er

+17

+127

+147

+1,

Confirmed Factor

0nal(sisE Cross

Tabulation and

iscriminant 0nal(sis

% ;hat is the a ttitude of consumer towards

different brands of motorc(cleH

-% Ba#a# ulsar is uni:uel( !ositioned in

the market

+15 'ulti imensional

scaling

;hat is the satisfaction of the ulsar

!urchaserH

-aulsar9s functional attributes7 >isual

a!!eal7 brand image and rice affect the

ulsar9s brand attitude and reference-bulsar9s brand attitude affects the

!ulsar reference

-cThe satisfaction of ulsar is affected

b( the attitude towards ulsar brand and

!reference for ulsar brand

+&7

+17

+117+127

+1&

+1%7

*tructural e:uation

modeling

, ;hat are the barriers to bu(ing ulsarH -, 'ileage is the most im!ortant barrier +1 "newa( 0">0

1%


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to bu(ing ulsar

Table%6 *ummar( of Research !roblem7 -(!othesis7 Instrument and ata 0nal(sis

1


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." Conclusion

"ur *tud( has !ro!osed a set of h(!othesis to understand the reason for bu(ing

'otorc(cle !articularl( ulsar. ;e ha$e studied the choice criteria of consumer7

influence of $arious sources of information7 tangible and intangible benefits associated

with the !urchase of ulsar7 the im!act of sales !romotion and situational factors on the

!urchase of ulsar7 and satisfaction from the !urchase of ulsar. ;e ha$e also studied the

!ositioning of ulsar brand in the market. This stud( will enhance understanding of

beha$ior of ulsar bu(erE thus7 will hel! in !rofiling the ulsar bu(er. The marketer can

design marketing strategies accordingl( and de$elo! marketing mi to attract more ulsar

Bu(er. The biggest limitation of our stud( is that it re:uires collection of field data to test

h(!othesis.

1,


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Annexure2A 3/etails of #n$epth #nterview4

"b#ecti$e of Inde!th Inter$iew

To understand reason for !urchasing ulsar

A!loring $arious t(!es of needs associated with bu(ing ulsar

alue

0cti$it(

0s!irational >alue

Conclusion ;hat is the main reason of bu(ing ulsarH

1/


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Annexure2B 3Hpothesis4Set o" #$pothesis

#$pothesis %a Con$enience in tra$eling is the most im!ortant needs for consumer

bu(ing motorc(cle

#$pothesis %b *elfconfidence is the most im!ortant intangible benefit achie$ed b(bu(ing ulsar

#$pothesis %c >isual a!!eal 3'asculine look is the most im!ortant tangible benefitsfor ulsar !urchaser.

#$pothesis %! ulsar is matched with Ideal *elf image of the consumer

#$pothesis & 'otorc(cle esign is the most im!ortant criterion for !urchasing

eecuti$e and !remium segment of motorc(cle

#$pothesis ' Friends are the most influential source of information

#$pothesis )ow own !a(ment *cheme is the most im!ortant sales !romotional and


#$pothesis ulsar bu(ers are more -5aFashion orientedE -5b -ousekee!ing

islikingE -5cCommunit( 'indedE -5d*!orts *!ectatorE -5e*elfConfidentE -5f*elf designated "!inion )eaderE -5gFinancial "!timistE -5h*elf*atisfiedE -5iBrand"rientationE -5#Atro$erteE and -5kInno$ator (outh than non ulsar bu(er

#$pothesis * Ba#a# ulsar is uni:uel( !ositioned in the market

#$pothesis +a ulsar9s functional attributes7 >isual a!!eal7 brand image and rice

affect the ulsar9s brand attitude and reference

#$pothesis +b ulsar9s brand attitude affects the !ulsar reference

#$pothesis +c The satisfaction of ulsar is affected b( the attitude towards ulsar brand

and !reference for ulsar brand.

#$pothesis , )ow 'ileage is the most im!ortant barrier to bu(ing ulsar

2


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Annexure2C 3Sample #nstrument4ear *irN 'adam

;e are conducting a sur$e( for which we re:uest (ou to s!are a few minutes and share (our

$iews with us. ;e assure (ou that this information would be used !urel( for academic !ur!oses

and will be ke!t strictl( confidential.Thank (ou

2%-ls rate following for (our reason for bu(ing a two wheeler

*trongl(

0gree

0gree eutral isagree *trongl(

isagree

Con$enience in tra$el

*tatus

Aconomical com!ared to other

modes of trans!ort

2&-Lour bu(ing of ulsar will hel! (ou in being*trongl(

isagree

*omewhat

isagree

eutral *omewhat

0gree

*trongl(

0gree

0chie$ement oriented

'asculine nature

)eader

0ttracti$e towards o!!osite

gender

0d$enturous

Confident

Risk taker

Free *!irited

2'-ls rate following for (our reason for bu(ing ulsar

*trongl(

isagree

*omewhat

isagree

eutral *omewhat

0gree

*trongl(

0gree

rice

ick

'ileage

*t(le

)ow 'aintenance cost

Reliabilit(

Angine !ower

*eat design*afet( features e.g. leg guards7

back rest

*us!ension i.e shockers

Brake

*er$icing etwork

*er$icing +ualit(

arts 0$ailabilit(

21


22/29

Beha$ior of *ales !ersonnel

Brand Image

Com!an( Image

'asculine look

2-Ba#a# ulsar isOOO..

3lease mark on 1 closer to (our res!onse

1 2 & 4 5 %

0!!ealing7 *e( 'odest7 Reser$e

Indi$idualistic7onconforming

Conser$ati$es7 Traditional

Fashionable7 >ogue an ordinar(7 e$er(da( t(!e

atural7


23/29

2*-I like to beOOO

3lease mark on 1 closer to (our res!onse

1 2 & 4 5 %

0!!ealing7 *e( 'odest7 Reser$e

Indi$idualistic7

onconforming

Conser$ati$es7 Traditional

Fashionable7 >ogue an ordinar(7 e$er(da( t(!e

atural7


24/29

% 5 Con$entional look

3Rectangular -eadlight

5 1,

5 Con$entional look


5 15

5 % 'asculine )ook3Rounded -eadlight

5 15

% 5 *!ort( )ook 3Fairing *t(led

-eadlight

15

5 5 Con$entional look


1 125

5 % *!ort( )ook

3Fairing *t(led

-eadlight

1 1,

5 *!ort( )ook 3Fairing *t(led

-eadlight

5 15

5 % Con$entional look


5 1,

2,-Before urchasing ulsar Lou will be 3were affected b( information recei$ed from

ot 0t all )ittle bit 'oderate 'uch >er(

much

Friend

Famil( members

"ffice Colleagues

eighbors

"ther 0c:uaintance

*ales !ersonnel

Karage 'echanicsCom!an( ;ebsite

ews Re!ort

A!ert "!inion through media

T> ad$ertisement

rint 0d$ertisement

"bser$ing eo!le ri$ing ulsar

ast A!erience

25-Lour )ikelihood to !urchase ulsar will be 3was affected b(

*trongl(

0gree

0gree eutral isagree *trongl(

isagree

rice iscount)ow Interest Financing "!tion

0ttracti$e Achange "ffer

)ow own !a(ment *cheme

Kift J Contest 0ssociated with

urchase

Festi$al *eason 3e!awali

Kift Ki$ing 3'arriage7 Birthda(

24


25/29


26/29

household chores

I find cleaning m( house an

un!leasant task

I en#o( most forms of housework

'( idea of housekee!ing is once

o$erlightl(

I am an acti$e member of more than

one ser$ice organi=ation

I do $olunteer work for a hos!ital orser$ice organi=ation on a fairl(

regular basis

I like to work on communit(

!ro#ects

I ha$e !ersonall( worked in a

!olitical cam!aign or for a

candidate or an issue

I like to watch or listen to baseball

or football games

I usuall( read the s!orts !age in the

dail( !a!er

I thoroughl( en#o( con$ersationsabout s!orts

I would rather go to a s!orting

e$ent than a dance

I think I ha$e more selfconfidence

than most !eo!le

I am more inde!endent than most

!eo!le

I think I ha$e a lot of !ersonal

abilit(I like to be considered a leader

'( friends or neighbors often come

to me for ad$ice

I sometimes influence what m(

friends bu(

eo!le come to me more often than

I go to them for information aboutbrands

I will !robabl( ha$e more mone( to

s!end net (ear than I ha$e now

Fi$e (ears from now the famil(

income will !robabl( be a lot higherthan it is now

I ha$e more energ( than most

!eo!le m( age

I am in $er( good !h(sical

condition

;hen I look in mirror I like what I

see

I think I9m $er( good looking

2%


27/29

I tr( to stick to wellknown brand

names

0 nationall( ad$ertised brand is

usuall( a better bu( than a generic

brand

Ki$en the choice7 I would bu( a

brand name !rescri!tion drug ratherthan a generic !rescri!tion drug

I am a homebod(

I would rather s!end a :uiet

e$ening at home than go out for a

!art(

I en#o( !arties7 games7 shows

an(thing for fun

I like to bu( new and differentthings

Information from ad$ertising hel!s

me make better bu(ing decisions

I am usuall( among the first to tr(

new !roducts

2%- lease rate followings on issimilarit( $s *imilarit(

*trongl(

issimilar

*omewhat

issimilar

eutral *omewhat

*imilar

*trongl(

*imilar

Ba#a# ulsar and -onda -unk

Ba#a# ulsar and CB

Ba#a# ulsar and assion

Ba#a# ulsar and *!lendor

Ba#a# ulsar and Anticer

Ba#a# ulsar and T>* >ictorBa#a# ulsar and Gari=ma

Ba#a# ulsar and C own

Ba#a# ulsar and T>* 0!ache

Ba#a# ulsar and )ibero

Ba#a# ulsar and Cru

Ba#a# ulsar and


28/29

*trongl(

isagree

*omewhat

isagree

eutral *omewhat

0gree

*trongl(

0gree

-ea$(

'ileage

-igh rice

ick

*t(le

'aintenance cost

Reliabilit(

Angine !ower

*eat design

*afet( features e.g. leg guards7 back

rest

*us!ension i.e shockers

Brake

*er$icing etwork

*er$icing +ualit(arts 0$ailabilit(

Beha$ior of *ales !ersonnel

Brand Image

Com!an( Image

'asculine look

2%,- Personal Details

0ge OO.

Kender 'ale Female

"ccu!ation *tudent *alaried rofessional Business 3*elf

em!lo(ed

-ousewife

Famil( Income 3RsN(ear Q 1 )akh 1 2.5 )akhs 2.5 5 )akhs S5 )akhsAducation

*econdar(

Kraduate ost Kraduate

J higher

'artial *tatus *ingle 'arried

ame OOOOOO

2,


29/29

'eferences:

0ssael7 -enr( 32,E ?Consumer Behavior and Marketing Action7 Adition %e7 Cenage )earning India $t

)td.7 ew elhi7 !!. %,

imitrios 0. Kiannias 31///7 ?'icroeconomic anal(sisbased com!arati$e e$aluation of brands@7 Mournalof roduct J Brand 'anagement7 >ol, o. 2 31///7 !!. 11/12/

uncan7 Tom 32,7 ?rinci!les of 0d$ertising and I'C@7 Tata 'cKraw-ills ublishing Com!an(

)imited7 Indian Adition

-ansen Flemming 31/%E ?s(chological Theories of Consumer Choice@7 The Mournal of ConsumerResearch7 >ol. &7 o. & 3ec.7 1/%7 !!. 11142

Gotler7 hili!E Geller7 Ge$in )aneE Gosh(7 0barahamE Mha7 'ithileswarE 32, ?'arketing 'anagement6

*outh 0sian ers!ecti$e@ 12thAdition7 Indian Adition7 earson ublication

'alhotra7 aresh GE ash7 * B 32,E ?'arketing Researchan a!!lied "rientation7 rentice-all Indiaublication7 5th edition7 2

'artin7 eale M. 31//E ?0n em!irical in$estigation of the determinant of consumer beha$ior@7 h..

Keorgia Institute of technolog(7 *e!.7 1//

'ehta7 0bhilasha 31///E?ol. &/7 o. 17 ManNFeb 1///7 !. ,1

"li$er7 Richard ). 31/,E ?0 Cogniti$e 'odel of the 0ntecedents and Conse:uences of *atisfactionecisions@7 Mournal of 'arketing Research7 >ol. 17 o. 4 3o$.7 1/,7 !!. 4%4%/

;ells7 ;illiam .E Tigert7 ouglas M. 31/1E ?0cti$ities7 interests and o!inions@7 Mournal of 0d$ertisingResearch7 >ol. 11347 0ug 1/17 !!. 2&5

Tao7 *henging 32&E ?)ife st(le and consumers in Taiwan and the

ravi shekhar kumar report

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