BEHAVIORAL RESEARCH AND THE EFFECTIVENESS OF ROAD SAFETY CAMPAIGNS
Acknowledgement
1 | P a g e
THE LIN! BET"EEN THE BRAND LOYALTY
AND THE BRAND ASSOCIATION
B#$%
P&'('nt S)ng( *+,-.-/,+-/01
S'c()n P't)l *+,-.-/,+-.+1
S'2&'3 4')n *+,-.-/,+-./1
Son'l Go#'l *+,-.-/,+-.51
MBA-ITBM Batch (2014-16)
BEHAVIORAL RESEARCH AND THE EFFECTIVENESS OF ROAD SAFETY CAMPAIGNS
We would like to thank our Guide and Mentor Prof. Vishal Pradhan, for his valuable
guidance and support in the inception of the Business Plan and leading us a step forward in
executing the idea.
We would also like to thank Director, Dr Dhanya Pramod and Dy. Director Prof.
S.V.K Bharthi for gracing us with such an opportunity.
ur deepest !hanks to the "ntire #$% staff &e&bers, #$% students for helping us in
fra&ing the business plan.
TABLE OF CONTENTS
2 | P a g e
BEHAVIORAL RESEARCH AND THE EFFECTIVENESS OF ROAD SAFETY CAMPAIGNS
Acknowledgement ii
C('6te& + $ Int&od2ct)on
'.' #u&&ary of (bstract '
1.2 Objectives '
'.) #cope *
1.4 Methodology *
C('6te& / $ Re3)ew O7 L)te&'t2&e +
C('6te& . $ An'l#) O7 "o&k Done
).' (nalysis of Proble& under ,esearch -
).* Proposed #olution '.
C('6te& , $ F)nd)ng And Concl2)on
+.' /indings '-
+.* ,eco&&endations '-
+.) %onclusion '0
Re7e&ence '1
CHAPTER + INTROD8CTION
+9+ S2mm'&# o7 A:t&'ct
3 | P a g e
BEHAVIORAL RESEARCH AND THE EFFECTIVENESS OF ROAD SAFETY CAMPAIGNS
,oad safety is e&erging as a &a2or social concern in the country. !he statistics of
deaths in road accidents is very high. ( large chunk of people in $ndia are unaware of the
traffic rules and people who are aware show negligence in following the traffic rules. $n
$ndian perspective safety nor&s have lagged behind the international standards. Moreover,
the international co&panies launch their vehicles on $ndian ,oads but so&ehow forget to
i&plant safety &easures that are &andatory abroad. !o na&e a few these include3 air bags
and censors and &any &ore.
Most of the road accidents in $ndia occur due to over speeding of vehicles, people
using &obile phones while driving, people driving while drunk 2ust to na&e a few.
#o&eti&es road accidents are inevitable but the threat to hu&an life in that case can be
&ini&i4ed by si&ply wearing the seat belt or a hel&et. People in $ndia have a casual attitude
towards road safety which has caused the average &ortality rate of people dying in road
accidents to '55,555.
!here have been several atte&pts by the Govern&ent of $ndia to pro&ote road safety.
!he need for stricter enforce&ent of law to ensure greater safety on roads and an
environ&ent6friendly road transport operation is of para&ount i&portance. #afety and
security are growing concerns for businesses, govern&ents and the traveling public in Pune.
With the vehicle population growing on our roads and highways, we reali4e the need
to roll out a co&prehensive and a detailed study to understand the behavior pattern of the
people of Pune and the effectiveness of road safety ca&paigns in Pune
+9/ O:;ect)3e
!o enhance the understanding of traffic safety for the people in Pune and assess the
prevalence and deter&inants of road safety practices 7use of seat belts, hel&ets, co&pliance
with speed6li&its and signals, alcohol use and driving8 riding etc.9. (lso to discuss &easures
for i&proving road safety education levels a&ong the public and to get an overview of the
engineering and legislative &easures for road safety in Pune.
+9. Sco6e
4 | P a g e
BEHAVIORAL RESEARCH AND THE EFFECTIVENESS OF ROAD SAFETY CAMPAIGNS
$n our study we would be exa&ining various areas of Pune i.e. old city, inner city,
outer city and suburbs. We would be analy4ing the behavior of drivers, travelers and
pedestrians and try to understand the reason for their choosing a particular way of co&&uting
within the city. !he sa&ple would include car owners, bikers and pedestrians 7cycling and
walking9.
+9, Met(odolog#
!he research strategy will pri&arily be :ualitative, ai&ed at producing in6depth
knowledge about the articles reviewed, though a s&all survey of daily co&&uters was also
designed to generate so&e a&ount of :uantitative data.
While using secondary data analysis, we use :ualitative ðodologies, which have
been critici4ed for not being necessarily true or reliable and difficult to generali4e, but they
have their own benefits that could be used in our research proposal. ;ualitative
ðodologies are particularly useful to gather an in6depth understanding of hu&an behavior
and the reasons that govern such behavior.
Acknowledgement
1 | P a g e
THE LIN! BET"EEN THE BRAND LOYALTY
AND THE BRAND ASSOCIATION
B#$%
P&'('nt S)ng( *+,-.-/,+-/01
S'c()n P't)l *+,-.-/,+-.+1
S'2&'3 4')n *+,-.-/,+-./1
Son'l Go#'l *+,-.-/,+-.51
MBA-ITBM Batch (2014-16)
BEHAVIORAL RESEARCH AND THE EFFECTIVENESS OF ROAD SAFETY CAMPAIGNS
We would like to thank our Guide and Mentor Prof. Vishal Pradhan, for his valuable
guidance and support in the inception of the Business Plan and leading us a step forward in
executing the idea.
We would also like to thank Director, Dr Dhanya Pramod and Dy. Director Prof.
S.V.K Bharthi for gracing us with such an opportunity.
ur deepest !hanks to the "ntire #$% staff &e&bers, #$% students for helping us in
fra&ing the business plan.
TABLE OF CONTENTS
2 | P a g e
BEHAVIORAL RESEARCH AND THE EFFECTIVENESS OF ROAD SAFETY CAMPAIGNS
Acknowledgement ii
C('6te& + $ Int&od2ct)on
'.' #u&&ary of (bstract '
1.2 Objectives '
'.) #cope *
1.4 Methodology *
C('6te& / $ Re3)ew O7 L)te&'t2&e +
C('6te& . $ An'l#) O7 "o&k Done
).' (nalysis of Proble& under ,esearch -
).* Proposed #olution '.
C('6te& , $ F)nd)ng And Concl2)on
+.' /indings '-
+.* ,eco&&endations '-
+.) %onclusion '0
Re7e&ence '1
CHAPTER + INTROD8CTION
+9+ S2mm'&# o7 A:t&'ct
3 | P a g e
BEHAVIORAL RESEARCH AND THE EFFECTIVENESS OF ROAD SAFETY CAMPAIGNS
,oad safety is e&erging as a &a2or social concern in the country. !he statistics of
deaths in road accidents is very high. ( large chunk of people in $ndia are unaware of the
traffic rules and people who are aware show negligence in following the traffic rules. $n
$ndian perspective safety nor&s have lagged behind the international standards. Moreover,
the international co&panies launch their vehicles on $ndian ,oads but so&ehow forget to
i&plant safety &easures that are &andatory abroad. !o na&e a few these include3 air bags
and censors and &any &ore.
Most of the road accidents in $ndia occur due to over speeding of vehicles, people
using &obile phones while driving, people driving while drunk 2ust to na&e a few.
#o&eti&es road accidents are inevitable but the threat to hu&an life in that case can be
&ini&i4ed by si&ply wearing the seat belt or a hel&et. People in $ndia have a casual attitude
towards road safety which has caused the average &ortality rate of people dying in road
accidents to '55,555.
!here have been several atte&pts by the Govern&ent of $ndia to pro&ote road safety.
!he need for stricter enforce&ent of law to ensure greater safety on roads and an
environ&ent6friendly road transport operation is of para&ount i&portance. #afety and
security are growing concerns for businesses, govern&ents and the traveling public in Pune.
With the vehicle population growing on our roads and highways, we reali4e the need
to roll out a co&prehensive and a detailed study to understand the behavior pattern of the
people of Pune and the effectiveness of road safety ca&paigns in Pune
+9/ O:;ect)3e
!o enhance the understanding of traffic safety for the people in Pune and assess the
prevalence and deter&inants of road safety practices 7use of seat belts, hel&ets, co&pliance
with speed6li&its and signals, alcohol use and driving8 riding etc.9. (lso to discuss &easures
for i&proving road safety education levels a&ong the public and to get an overview of the
engineering and legislative &easures for road safety in Pune.
+9. Sco6e
4 | P a g e
BEHAVIORAL RESEARCH AND THE EFFECTIVENESS OF ROAD SAFETY CAMPAIGNS
$n our study we would be exa&ining various areas of Pune i.e. old city, inner city,
outer city and suburbs. We would be analy4ing the behavior of drivers, travelers and
pedestrians and try to understand the reason for their choosing a particular way of co&&uting
within the city. !he sa&ple would include car owners, bikers and pedestrians 7cycling and
walking9.
+9, Met(odolog#
!he research strategy will pri&arily be :ualitative, ai&ed at producing in6depth
knowledge about the articles reviewed, though a s&all survey of daily co&&uters was also
designed to generate so&e a&ount of :uantitative data.
While using secondary data analysis, we use :ualitative ðodologies, which have
been critici4ed for not being necessarily true or reliable and difficult to generali4e, but they
have their own benefits that could be used in our research proposal. ;ualitative
ðodologies are particularly useful to gather an in6depth understanding of hu&an behavior
and the reasons that govern such behavior.