Description
The object of ppt is about To arrive at the psychographic profile of Bullet Riders in Manipal. To ascertain the factors that affect the choice of a Bullet as a motorcycle.
The Perception and Profiles of Bullet Riders in Manipal
Group K
Index
• • • • • • • • • Objective Methodology Constructs Quantitative Data Analysis Qualitative Analysis Advertising Effectiveness Conclusions Limitations References
Objective
• To arrive at the psychographic profile of Bullet Riders in Manipal • To ascertain the factors that affect the choice of a Bullet as a motorcycle • To ascertain the barriers to purchasing a Bullet for a prospective customer • To derive the perception of Bullet as a motorcycle amongst respondents vis-à-vis other brands • To propose an effective Marketing Communication plan for brand Royal Enfield
Methodology
• The study was undertaken in two phases
– Exploratory Research – Descriptive Research
• Exploratory Research
– Online Focus Group Discussion – Secondary Data – Focus Interviews (unstructured)
• Descriptive Research
– Convenience Sampling – Administering a Questionnaire (Aided and Online) – Data Analysis
Exploratory Research
• Online Focus Group Discussion held with 5 veteran riders from across the country • Two team members facilitated the FGD • Secondary Data studied from Bike India – Leading Automobile Magazine and other automobile websites • Focus Interviews conducted with Udupi showroom personnel and Mr. Rashid, Bullet mechanic
Descriptive Research
• Sampling
– For a population of 70 Bulleteers in Manipal, and for a 95% confidence level, Sample Size=41 – Sampling: Convenience and Snowball – Only 19 responses were collected
• Questionnaire
– Prepared based on findings from the Exploratory Research Phase – Administered as Aided Questionnaire to 14 Bulleteers in Manipal – 5 more answered online – Snowball sampling – 19 responses from non-Bullet riders collected online (mostly from TAPMI)
Constructs
• Buying behavior depends on Psychographic variables
– Ego-Defensive Attitude
• Customer tries to cover an internal shortcoming by his/ her choice of product • Showing off and Macho Image more important to such Customers
– Value-Expressive Attitude
• Internal locus of Control • Proactive, informed and evaluative customer • Values like Freedom, Respect and Control
Quantitative Data Analysis
• Study based on psychographic and demographic differences between Bullet riders and non-Bullet riders • Comparative study done for data collected to arrive at the core reasons affecting the choice to buy or not buy a Bullet
Demographics – All responses
18% Student 50% 50% Bullet Riders Non Bullet Riders 31% 3% 45% Government Service Ex-Serviceman Professional Self-Employed
3%
8%
16% Less than 1,20,000 18% 120000 to 3,59,999 53% 3,60,000 to 719999 Above 720000 13% 92% Male Female
Demographics – Comparative
Buying Behavior Comparison
• Independent t-Test
Finding the Influence of Factors
• Factor Analysis done on Purchase decision influencing parameters
Rotated Component Matrixa,b
Component
1 KMO and Bartlett's Testa Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .636 Bartlett's Sphericity Test of Approx. Chi-Square df Sig. 48.938 15 .000 Power Looks Brand Speed Price Mileage .908 .869 .851 .824 .063 -.209 2 -.143 -.144 -.205 .240 .867 .792
a. Only cases for which BulletRiders = 1 are used in the analysis phase.
Relative Importance of Factors
• CrossTabulation and Chi-Square Test • Determination of the relative importance of
– Looks – Power – Brand On bullet riders’ purchase decision.
Looks
Brand
0 Brand 1 Count % within Brand % within BulletRiders % of Total 4 23.5% 21.1% 10.5% 1 13 76.5% 68.4% 34.2% Total 17 100.0% 44.7% 44.7%
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 10.565a 11.846 4.460 38
df 4 4 1
Asymp. (2-sided) .032 .019 .035
Sig.
a. 6 cells (60.0%) have expected count less than 5. The minimum expected count is 1.00.
Power
BulletRiders 0 Power 1 Count % within Power % within BulletRiders % of Total 4 26.7% 21.1% 10.5% 1 11 73.3% 57.9% 28.9% Total 15 100.0% 39.5% 39.5%
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 12.752a 15.677 9.880 38
df 4 4 1
Asymp. (2-sided) .013 .003 .002
Sig.
a. 8 cells (80.0%) have expected count less than 5. The minimum expected count is 2.00.
Analysis of Psychographic Variables
• Cluster Analysis to identify market segment based on psychographic variables.
Final Cluster Centers Cluster 1 SenseofFreedom SpeedandThrill Convinience 3 4 4 2 1 2 2
SenseofControl
ToShowOff
4
2
2
4
CrossTabulating Psychographics Sense of Control
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 10.566a 13.247 df 4 4 Asymp. (2-sided) .032 .010 Sig.
3.020
38
1
.082
BulletRider 0 SenseofControl 1 Count % SenseofControl % of Total within 2 18.2% 10.5% 5.3% 1 9 81.8% 47.4% 23.7% Total 11 100.0% 28.9% 28.9%
% within BulletRider
CrossTabulating Psychographics Sense of Freedom
Chi-Square Tests
Value
Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 2.561a 2.963 .674 38
df
4 4 1
Asymp. (2-sided) .634 .564 .412
Sig.
Speed & Thrill
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 6.971a 8.604 .235 38 df 4 4 1 Asymp. (2-sided) .137 .072 .628 Sig.
The significance Pearson Chi-Square is 0.137 which is greater than .05,hence Speed and Thrill is not significant in determining the kind of bike a person owns.
Competitor Analysis Multi Dimensional Scaling
Barriers of Purchase
Spare Availability
They are readily available 23% 47% We don’t get them readily in Manipal. Cities have them They do not have good spares supply. Major headache! 21%
14%
14%
High maintenance 10% Poor after Sales Service High Price Low Mileage Noisy vehicle It’s too heavy. Not for me
21% 9%
Service Center
14%
3%
28%
Not sporty enough
10%
18%
Specialist Mechanic Company Service Station 68%
I do it myself
Qualitative Analysis – Kapferer’s Model
Advertising Effectiveness
Advertisement Recall
36% 45% Everybody makes way for the Bullet TV Commercial Leave Home print Ad Don’t really recall seeing one 19%
What should Bullet Ads show?
16% 4% 23% Speed Power Respect 20% Look Comfort Reliability 10% 27%
Conclusions
• The buying behavior is governed predominantly by the need for Power and respect for the iconic Brand. • The internal locus of control is by and large dependent on the Sense of Control the motorcycle offers and also on the Sense of Freedom that users associate with it. • Users are mostly Professional Males, 20-35 years of age, including some students. • Users’ display mostly Value-Expressive behavior and Ego-defensive behavior is not seen amongst responses. • People who choose not to buy Bullets do so because of high price, maintenance and spares hassles and also because some feel they are not built for it. • Advertisements are rarely recalled and are highly ineffective amongst nonBullet riders as well. • Bullets are perceived as low on cost-effectiveness, but high on ride comfort and reliability.
Limitations
• • • • Low number of responses Lack of clarity on hygiene factors like safety Post purchase dissonance not studied As data is not Metric, Discriminant Analysis could not be done • Export models were not considered as part of the study
Ride Safe!
doc_356715320.pptx
The object of ppt is about To arrive at the psychographic profile of Bullet Riders in Manipal. To ascertain the factors that affect the choice of a Bullet as a motorcycle.
The Perception and Profiles of Bullet Riders in Manipal
Group K
Index
• • • • • • • • • Objective Methodology Constructs Quantitative Data Analysis Qualitative Analysis Advertising Effectiveness Conclusions Limitations References
Objective
• To arrive at the psychographic profile of Bullet Riders in Manipal • To ascertain the factors that affect the choice of a Bullet as a motorcycle • To ascertain the barriers to purchasing a Bullet for a prospective customer • To derive the perception of Bullet as a motorcycle amongst respondents vis-à-vis other brands • To propose an effective Marketing Communication plan for brand Royal Enfield
Methodology
• The study was undertaken in two phases
– Exploratory Research – Descriptive Research
• Exploratory Research
– Online Focus Group Discussion – Secondary Data – Focus Interviews (unstructured)
• Descriptive Research
– Convenience Sampling – Administering a Questionnaire (Aided and Online) – Data Analysis
Exploratory Research
• Online Focus Group Discussion held with 5 veteran riders from across the country • Two team members facilitated the FGD • Secondary Data studied from Bike India – Leading Automobile Magazine and other automobile websites • Focus Interviews conducted with Udupi showroom personnel and Mr. Rashid, Bullet mechanic
Descriptive Research
• Sampling
– For a population of 70 Bulleteers in Manipal, and for a 95% confidence level, Sample Size=41 – Sampling: Convenience and Snowball – Only 19 responses were collected
• Questionnaire
– Prepared based on findings from the Exploratory Research Phase – Administered as Aided Questionnaire to 14 Bulleteers in Manipal – 5 more answered online – Snowball sampling – 19 responses from non-Bullet riders collected online (mostly from TAPMI)
Constructs
• Buying behavior depends on Psychographic variables
– Ego-Defensive Attitude
• Customer tries to cover an internal shortcoming by his/ her choice of product • Showing off and Macho Image more important to such Customers
– Value-Expressive Attitude
• Internal locus of Control • Proactive, informed and evaluative customer • Values like Freedom, Respect and Control
Quantitative Data Analysis
• Study based on psychographic and demographic differences between Bullet riders and non-Bullet riders • Comparative study done for data collected to arrive at the core reasons affecting the choice to buy or not buy a Bullet
Demographics – All responses
18% Student 50% 50% Bullet Riders Non Bullet Riders 31% 3% 45% Government Service Ex-Serviceman Professional Self-Employed
3%
8%
16% Less than 1,20,000 18% 120000 to 3,59,999 53% 3,60,000 to 719999 Above 720000 13% 92% Male Female
Demographics – Comparative
Buying Behavior Comparison
• Independent t-Test
Finding the Influence of Factors
• Factor Analysis done on Purchase decision influencing parameters
Rotated Component Matrixa,b
Component
1 KMO and Bartlett's Testa Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .636 Bartlett's Sphericity Test of Approx. Chi-Square df Sig. 48.938 15 .000 Power Looks Brand Speed Price Mileage .908 .869 .851 .824 .063 -.209 2 -.143 -.144 -.205 .240 .867 .792
a. Only cases for which BulletRiders = 1 are used in the analysis phase.
Relative Importance of Factors
• CrossTabulation and Chi-Square Test • Determination of the relative importance of
– Looks – Power – Brand On bullet riders’ purchase decision.
Looks
Brand
0 Brand 1 Count % within Brand % within BulletRiders % of Total 4 23.5% 21.1% 10.5% 1 13 76.5% 68.4% 34.2% Total 17 100.0% 44.7% 44.7%
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 10.565a 11.846 4.460 38
df 4 4 1
Asymp. (2-sided) .032 .019 .035
Sig.
a. 6 cells (60.0%) have expected count less than 5. The minimum expected count is 1.00.
Power
BulletRiders 0 Power 1 Count % within Power % within BulletRiders % of Total 4 26.7% 21.1% 10.5% 1 11 73.3% 57.9% 28.9% Total 15 100.0% 39.5% 39.5%
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 12.752a 15.677 9.880 38
df 4 4 1
Asymp. (2-sided) .013 .003 .002
Sig.
a. 8 cells (80.0%) have expected count less than 5. The minimum expected count is 2.00.
Analysis of Psychographic Variables
• Cluster Analysis to identify market segment based on psychographic variables.
Final Cluster Centers Cluster 1 SenseofFreedom SpeedandThrill Convinience 3 4 4 2 1 2 2
SenseofControl
ToShowOff
4
2
2
4
CrossTabulating Psychographics Sense of Control
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 10.566a 13.247 df 4 4 Asymp. (2-sided) .032 .010 Sig.
3.020
38
1
.082
BulletRider 0 SenseofControl 1 Count % SenseofControl % of Total within 2 18.2% 10.5% 5.3% 1 9 81.8% 47.4% 23.7% Total 11 100.0% 28.9% 28.9%
% within BulletRider
CrossTabulating Psychographics Sense of Freedom
Chi-Square Tests
Value
Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 2.561a 2.963 .674 38
df
4 4 1
Asymp. (2-sided) .634 .564 .412
Sig.
Speed & Thrill
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 6.971a 8.604 .235 38 df 4 4 1 Asymp. (2-sided) .137 .072 .628 Sig.
The significance Pearson Chi-Square is 0.137 which is greater than .05,hence Speed and Thrill is not significant in determining the kind of bike a person owns.
Competitor Analysis Multi Dimensional Scaling
Barriers of Purchase
Spare Availability
They are readily available 23% 47% We don’t get them readily in Manipal. Cities have them They do not have good spares supply. Major headache! 21%
14%
14%
High maintenance 10% Poor after Sales Service High Price Low Mileage Noisy vehicle It’s too heavy. Not for me
21% 9%
Service Center
14%
3%
28%
Not sporty enough
10%
18%
Specialist Mechanic Company Service Station 68%
I do it myself
Qualitative Analysis – Kapferer’s Model
Advertising Effectiveness
Advertisement Recall
36% 45% Everybody makes way for the Bullet TV Commercial Leave Home print Ad Don’t really recall seeing one 19%
What should Bullet Ads show?
16% 4% 23% Speed Power Respect 20% Look Comfort Reliability 10% 27%
Conclusions
• The buying behavior is governed predominantly by the need for Power and respect for the iconic Brand. • The internal locus of control is by and large dependent on the Sense of Control the motorcycle offers and also on the Sense of Freedom that users associate with it. • Users are mostly Professional Males, 20-35 years of age, including some students. • Users’ display mostly Value-Expressive behavior and Ego-defensive behavior is not seen amongst responses. • People who choose not to buy Bullets do so because of high price, maintenance and spares hassles and also because some feel they are not built for it. • Advertisements are rarely recalled and are highly ineffective amongst nonBullet riders as well. • Bullets are perceived as low on cost-effectiveness, but high on ride comfort and reliability.
Limitations
• • • • Low number of responses Lack of clarity on hygiene factors like safety Post purchase dissonance not studied As data is not Metric, Discriminant Analysis could not be done • Export models were not considered as part of the study
Ride Safe!
doc_356715320.pptx