2. Page i
Acknowledgement
Highly indebted to Atlas Honda Rawalpindi for giving opportunity to intern. Also the names worth mentioning in making this internship appointment come true which includes Faiza Ahmed, Tuba, and Riaz Ahmed.
My mentors at Atlas Honda Muhammad Rafi and Rizvi Sab.
Marketing department colleagues, Taimour, Saad Paracha, Zaigham Aziz, Saqulain, and worth mentioning Bilal Bhai for their continuous guide lines, exceptional behavior, brotherhood and care. I pray all the best for their careers.
Last but not the least my beloved wife in helping me editing this document.
Qazi Zohaib Aqil
3. Page ii
Contents
Acknowledgement ......................................................................................................................................... i
Company history ........................................................................................................................................... 1
Products ........................................................................................................................................................ 1
Company Strategy ......................................................................................................................................... 2
Understanding the market & the target market .......................................................................................... 3
From 2S to 5S dealers and Dealerships ......................................................................................................... 4
The Marketing Research ............................................................................................................................... 5
The Marketing Research ............................................................................................................................... 7
Comparison of Honda with Chinese on basic attributes .............................................................................. 7
Histograms and Crosstabs for Analysis ....................................................................................................... 11
Recommendations ...................................................................................................................................... 15
Exhibits ........................................................................................................................................................ 18
Exhibit1 ................................................................................................................................................... 18
Exhibit 2 .................................................................................................................................................. 19
Exhibit 3 .................................................................................................................................................. 20
Questionnaire ............................................................................................................................................. 20
4. Page 1
70 cc
CD-70
CD-Dream
100 cc
Pridor
125 cc
CG-125
CG-Dream
Deluxe
Racing
Category
CBR-150
CBR-500
Test
Market
Wave-
110
Company history
In 1963 Yousef S. Shirazi found Atlas investments with the capital of PKR 500000. He ran in a contract with Honda Motor Company Japan, later forming Atlas Honda which by the end of year ending in 2013- 14 had a Assets of PKR 14.3 billion. (Exhibit 1)
Since its inception it has launched legendary models in motor cycles and established a nationwide integrated network of dealerships which retailed Atlas Honda's motorbikes.
Amongst its motor bikes CD-70 and CG-125, named based on their engine have been called the "legendary motorcycles" and are still in production. CG-125 engine was launched in 1985 and is its technology is still popular among consumers and with small changes in vinyl, head light, indicator designs and muffler, sold mostly in a celebrated red and Black color. CD-70 Model is the most fuel efficient, with performance of almost 80 Km in one liter of gasoline/petrol (Exhibit 2).
Products
Products classification by engine type (figure 1)
Engine type
Description
CD-70
It is a street bike comes in classic red/ black color.
CD-Dream
It is a street bike comes in modern design keeping in view of the choice of modern consumer come in red and black color.
Pridor
A 100 cc category for jobs/services oriented working class people.
CG-125
It is the most liked high speed and performance street bike comes with
Figure 1: Products
5. Page 2
Company Strategy
The company’s strategy for the time period 1962-1999 can be seen as focusing on
Product and
Place
Oriented and the then business volumes were fluctuating 80000- 100000 units yearly.
In the year 2000, Saqib Shirazi become the CEO of Atlas Honda an enthusiastic Harvard MBA defining new frontiers for the company abolishing the old fashions which according to him pendulum like swinging sales volume between 80-100K. To increase the sales volume he proposed cutting the cost per unit of motorcycle. The following steps were taken to cut the cost
a) Production of imported parts were localized.
b) Costly parts made by vendor were to be reduced in price while equally ensuring good quality by
I. Improving the process technology
II. Vendor to vendor improvements in communication and synergy was developing by Atlas Honda. In short enhanced the whole supply chain network of vendor to Atlas by developing a better horizontal integration.
c) Brand image
It then comes to reduce the price of motorcycle to make it affordable for the consumers but it left the company with option to reduce the quality of the product which is not acceptable by company. Hence the quality is sustained with no decrease in quality for this leasing policy was introduced and which promoted dealers to make their dealerships a 5S dealership.
Engine type
Description
A robust engine in a red and black color. Also known as power machine.
CG-Dream
Backed by the engine of CG-125 it comes in modern design and shape for youth who like motorcycles with speed and modern looks.
Deluxe
Modified engine of CG-125 with 5-speed transmission and front wheel disk break with modern looks.
CBR-150
Is a racing category bike comes in 150 cc engine.
CBR-500
Is a high end racing category comes with 500 cc of engine.
Wave-110
Is a 110 cc engine motorcycle which is in a test market at present.
Figure 2: Brand image
6. Page 3
d) Aggressive leasing
If we see GDP per capita it is increasing and is recorded at US$ 806 for the year 2013 compared to US$ 772 for 2012 in Pakistan (Exhibit3). Yet the income of $806 annually is not sufficient to buy Atlas motorcycle on full payment by masses at large. Since the lowest price of Honda CD-70 is PKR. 69,500 which equal to US$705 (1US$= 98.5). Hence leasing can make Honda bike available to masses at ease.
As a result of above mentioned changes by the year ending 2002-2003 Atlas Honda broke the pendulum shift and sold more than 100,000 motorcycles for the first time in history. Along with these changes the price of Honda CD-70 was reduced to PKR 58,000 than PKR 68,000 and price of Honda CG-125 to PKR 72,000 than PKR 78,000 and a boom is seen in sales.
Understanding the market & the target market
At this point it is useful to look at the consumer market Honda is serving.
Firstly it was believed that the Chinese competition will give a tough time to Honda but it proved itself beneficial for Atlas Honda for the following reasons
It created a market which does not existed before.
Mostly the bicycles user switched to a Chinese consumer.
The reason to massive switch is easy leasing policy for Chinese motorcycles created space for Honda user to adopt leasing too.
It did not affect the Honda motorcycle market.
The reason that Chinese motorcycle lacked in good quality, no availability of spare parts, no after sales services and shortly lived companies such as Hero etc. made in consumer’s mind a bad brand image for the Chinese motorcycles. Once consumer base increase for motorcycles and especially for good quality
7. Page 4
Product
Place
Parts
Policy of
lease and
Exhange
Person
Product
Place
2S Business Model 1962-1999
5S Business Model 2000-Present
motorcycle the only choice they were left with was good quality and affordable motorbike a resultant of which was increase in Honda’s sale.
From 2S to 5S dealers and Dealerships
As stated previously Atlas’s dealer where only limited to 2P of marketing that is product and place. With the revived business model it turned out to 5P and this time the P ‘s were big including Product, Place, Parts, Policy of lease and Person (Figure 3). The parts include the spare parts for Atlas’s motorcycle which strengthen the after sales services, further added to the company’s brand image, and increased the base of consumer loyalty. Personal leadership was introduced that every person can enhance the profitability of their businesses by moving from 2P to 5P business model. The leasing policy was the unique factor as helped a lot to hinder the in consumer market tapped by Chinese competition and added them to the Atlas Honda family.
The change in business models really impacted and boosted the sales. One good example could be that during our internship we visited several dealers in Rawalpindi region. Honda Auto who is the 1S dealer of Honda that is they only sale new Honda motorcycle compared to them is Khawaja Autos on the same Muree Road Rawalpindi who are 5S dealers adopted the new business model and have a really good sales as compare to 1S dealer because of the spare parts business they own, the leasing policy they have and the better leadership.
Figure 3: Business Model
8. Page 5
The Marketing Research
To study the sales decline for the first quarter of 2014 we visited ten dealerships in different areas including three in Rawalpindi city, Gujar Khan, Color Syedain, Beywal, Dina, Jhelum, Wah & Hassanabdal and Rawalakot (Azad Kashmir). From the observation and informal interview we have inferred the following
1. All the dealer are so loyal to Atlas Honda
2. The dealers are deeply enriched in the company’s philosophy.
3. Many new dealerships have been created in last 2 to 3 years and many of them are doing well.
4. Dealers in remote areas are reluctant to adopt leasing policy.
5. Demotivation in existing dealers due to establishment of dealers with in close vicinity.
6. Most of them observed the economic down trend and attributed it as a reason of lower sales.
Now we look at various dealers individual
Rawalpindi
In Rawalpindi we visited Honda Autos, Khawaja Autos and Pakistan Autos.
Honda Autos
Talking to them we have revealed that Honda Auto is 30 years old in business and is reluctant to adopt leasing. She is a 1S dealer and attribute the construction of Metro bus project as a reason sales decline as Metro bus project has reduced the traffic flow on Muree road.
Khawaja Autos
Khawaja Autos are also old in business and they also won the scheme for Japan. They are a 5S Model showroom. They are good in sales and promote leasing and have sold almost 3 CBR-Motorbikes. The reason they sale good which we have observed is that leadership they have good team which deals in and coordinates in sales.
Pakistan Autos
New in business, Pakistan Honda is adopting new business practices they also have employed a new sales team, maintaining computerized data bases. They feel a bit resistance as being new to business they have to learn the trick of the trade. I see a good sales potential in them. Pakistan Honda makes lease sales.
9. Page 6
Gujar khan and Beywal
The dealer in Gujar Khan was a 3S dealer his sales volume were average. He said that people here are more prone toward CG-125 and a decline in sales is due to change in model design, turning silver silencer to black one.
The Dealer in Beywal was also a newly created dealer and is at 1S level now. He seeks to expend his business to 3S; the resistance he is facing now is that the land owner is not making him new vicinity so far where he wants to expand his business to spare parts. If so done he can give company a good business.
Dina and Jhelum
In Dina we have visited Royal Honda center she is a 5S dealer. Royal Honda is currently busy in enhance the showroom layout making it a double story building. Royal Honda sale mostly on lease and aims to makes itself a model showroom, which if made can enhance the motivation and sales of Royal Honda.
In Jhelum we visited Fazal Din & Sons, Bilal Honda Emporium and many other. Jhelum is a stagnant territory with good sales volume. The audience discourages similar issue like change of silver silencer to the black on in CG-125. Also one dealer attributed that launch of new vinyl (stickers) of CD-70 has decreased the sales of CD-Dream and CG-Dream is also not getting so popular in costumers since its design and shape is not largely welcomed. Also a general perception is that the changes in vinyl of CG- 125 are expected in summer each year so consumer is waiting to buy new vinyl CG-125 to come, myth or rumor but it is hindering the sales.
Wah, Hassanabdal and Texila
The dealers we visited in Wah and Hassanabdal lacked in respecting the retail price set by the Regional office. The internal competition to sale more has created a rivalry. According to Wah Honda center’s owner the setup of new dealership in Texila has affected his sales as the new dealership in Texila region is only at a distance of 15 minutes ride form his showroom and also the dealer in Texila is selling below company’s set retail price that eventually proved to be true. We made a mystery shopper visit and they had reduced price up PKR 1500 on Pridor selling it for PKR 84500 than PKR 86000 the official reatial price. Later they were fined for PKR 30000 by the territory in-charge.
Rawalakot
In Rawalakot we visited Welcome Honda Center. Visit their revealed that motorcycle sales in Rawalakot is seasonal as in winters the sales of Motorcycle declines due to frequent rains and snowfall. The
10. Page 7
celebrity motorcycle model there is CG-125 as it meets the performance required for hilly and rocky terrain.
The Marketing Research
Along with visit to dealerships that Atlas Honda has created we also conducted a market survey based on random sample of 49 people using questionnaires (Exhibit 4). The survey helped in looking at various aspects the consumers have in the mind for both Honda and Chinese motorcycles.
Comparison of Honda with Chinese on basic attributes
To Study the basic attribute we have listed down some basic attributes on which we have asked the consumer about Honda and Chinese user on following building block attributes
1. Price
2. Durability
3. Design
4. Brand image
5. Performance
6. Maintenance
We have asked users of Honda and Chinese motorcycles the relative importance they give to each of the above-mentioned attributes and how they see for each Honda and Chinese motor bike individually. The question 11 and 12 help us to develop the following Multi-Dimensional Scales.
How to read this table and graph
To see how much the above-mentioned attributes are important we have used the following scale
Serial No.
Scale
Scale Measure Number
1
Not Important
1
2
Below Average Importance
2
3
Average Importance
3
4
Above Average Importance
4
Both ‘Relative importance price Honda user’ and ‘Relative importance price Chinese user’ are the average of the responses. The interesting point here is that both the Honda and Chinese user demand the same level of importance for each attribute but what actually they are getting form both the motorcycles are pictures of reality, Relative importance is highlighted in green ovals.
The numbers mentioned in front of Honda and Chinese are
Honda Chinese
price HONDA
3.391304
CHINESE
3.673913 Relative importance price Honda user
3.369565
Relative importance price Chinese user
3.627907
11. Page 8
3.391304348
3.673913043
3.369565217
3.627906977
3.35
3.4
3.45
3.5
3.55
3.6
3.65
3.7
0 1 2 3
Ideal importance point and Price
comparison
HONDA
CHINESE
Relative importance
Honda
Relative importance
Chinese
the actual points where these motorcycles stand in consumers mindsets in the red ovals and are also the averages of the consumer preferences.
In the graph below relative importance points and price comparison points both actual point of Honda and Chinese are above ideal points. In the current case it represents that both have a good pricing strategy and in this case the Chinese have a relatively good pricing compared to Honda.
Easy scale to read
Serial No.
Distance from the relative importance point
Remarks
1
Above
Good/Favorable
2
Below
Bad/Not Favorable
Now we look at Durability factor
Honda Chinese
Durability HONDA
4.434783
CHINESE
2.717391 Relative importance Honda
3.717391
Relative importance Chinese
3.704545
4.434782609
2.717391304
3.71791
3.704545455
0
1
2
3
4
5
0
1
2
3
Ideal importance point and Durabilty comparison
HONDA
CHINESE
Relative importance
Honda
Relative importance
Chinese
12. Page 9
In this graph it is quite clear that Honda score far more in durability than Chinese motorcycle as actual point is way above the ideal point which is a good indicator for Honda.
Now we compare the Design factor
Honda Chinese
Design HONDA
3.891304
CHINESE
3.434783 Relative importance Honda
3.521739
Relative importance Chinese
3.545455
In design consumers have a very high likelihood for Honda’s design as compared to Chinese counterparts.
Honda Chinese
Brand Image HONDA
4.521739
CHINESE
2.804348 Relative importance Honda
3.76087
Relative importance Chinese
3.75
Consumers have a high value for Honda’s brand image and are not satisfied from Chinese counterpart.
3.891304348
3.434782609
3.52173913
3.545454545
3.4
3.5
3.6
3.7
3.8
3.9
4
0
1
2
3
Ideal importance point and Design comparison
HONDA
CHINESE
Relative importance
Honda
Relative importance
Chinese
4.52173913
2.804347826
3.760865
3.75
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
0
1
2
3
Ideal importance point and brand image comparison
HONDA
CHINESE
Relative importance
Honda
Relative importance
Chinese
13. Page 10
Honda Chinese
Performance HONDA
4.086957
CHINESE
3.152174 Relative importance Honda
3.695652
Relative importance Chinese
3.636364
Consumers have a strong opinion that Honda has a better performance than Chinese counterparts.
Honda Chinese
Maintenance HONDA
3.847826
CHINESE
3 Relative importance Honda
3.456522
Relative importance Chinese
3.522727
Both the user of Honda agreed to this point Honda has lower maintenance cost as compared to Chinese motorcycles.
4.086956522
3.152173913
3.695652174
3.636363636
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
0
0.5
1
1.5
2
2.5
Ideal importance point and performance comparison
HONDA
CHINESE
Relative importance
Honda
Relative importance
Chinese
3.847826087
3
3.456521739
3.522727273
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
0
0.5
1
1.5
2
2.5
Ideal importance point and maintenance comparison
HONDA
CHINESE
Relative importance
Honda
Relative importance
Chinese
14. Page 11
Histograms and Crosstabs for Analysis
On the basis of data collected, we processed it on SPSS and following useful insights are obtained which will assist us in our recommendations.
Histogram and Crosstab For Honda
15. Page 12
Both the chart and cross tab represent the maintenance cost and the time of usage of Honda motor-
cycle by the Honda user. It is quiet true that overwhelmingly the response is the Honda motorcycle’s maintenance cost is very low but the 7 cases of High maintenance cost 1 case of very high is also alarming.
Histogram and Crosstab For Chinese
16. Page 13
This result shows that the users of Chinese motorcycle have low maintenance cost too. Among the random sample only one case of Chinese motorbike user have claimed that it is a very high maintenance bike.
Brand Awareness of new models
The given below comparison shows the consumer responses for the newly launched bike of Honda family the CD-Dream and the CG-Dream.
From the table above it is clear that 62.5% of respondents of the survey are yet unaware of the quality of the CD-Dream among them 35.4% are Honda users. This means that they are unaware of the launch of CD-Dream itself. A mass promotion is required for these two machines as they lack in awareness so far.
17. Page 14
The awareness level about CG-Dream in among Honda users is even worse about 37.5% users of Honda are not aware that anything/product as Honda CG-Dream exist in market. Also, overall level of unawareness is 62.5% equal to that of CD-Dream.
The need of a new bike
We have also run a factor analysis to study the consumer mindset. Based on building blocks of
1. Price
2. Durability
3. Design
4. Brand image
5. Performance
6. Maintenance
The need of factor analysis is that it helps in identifying new market or products required in market. The rotation we set to obtain this was varimax. This varimax rotation was required as it amplifies the variances among characteristics, which in our cases are the above-mentioned six building blocks hence, helping in making excellent factors.
It proved out to be very beneficial and is supportive of the Honda’s new launch of CD-Dream and CG- Dream. The component 1 and component 2 are the existing market of motorbike where component 1 is Honda and Component 2 is Chinese motorbike. We ran a factor analysis in which we tried to find out that consumer is demanding a new motorbike that should have
1. Price equal to Honda motorcycle. Price [Honda], which is .800, is its representation and Price [Chinese] -.575 is its strong opposition.
2. Also consumer wants a Design to be like Chinese bikes that are stylish too.
Both these needs are accomplished by new models of Honda street bikes (CD-Dream and CG-Dream) providing quality product with new designs.
18. Page 15
Future buying preferences
An analysis is also conducted to see next bike the consumer will buy and its mode of payment.
Following are results concluded:
This cross tabulation between current pocket size and consumer preference for mode of payment shows that CG-125 is the most preferred bike of the market. Also consumer mindset is still so rigid for buying motorcycle on full payment. To enhance sales existing consumer must be switched to leasing mode of payment that it is not so far happening. One way to do it is to design scheme so relevant to Chinese counterparts that is the basic down payment must be very too.
Recommendations
Recommendations obtained from research
1) Looking at the results of research it was found consumers favor Honda’s price but Chinese bikes price is favored more. Knowing the fact that Honda’s pricing is covering all the costs for the qualities it provides and this fact is also very clear in consumers mind. But what Honda can do is to promote aggressive leasing to tackle this issue.
2) Also the maintenance costs of Honda bikes are relatively high compared to its Chinese counterparts. Despite of quality it provides Honda is not performing well in long term usage. For this Honda is doing extensive trainings of mechanics. Also the existing dealers who are aspiring must be added more ‘S’ to their dealerships.
3) Also Brand awareness for CD-Dream and CG-Dream is very low as pointed out previously in the section of ‘Quality Comparison’ Honda must arrange some promotional strategy for these to motorcycle. Consumer are resistant because of its resale and also hindrance is seen accepting
19. Page 16
new shape and design. Some promotional rally can be arranged to promote these new shape. Also it market will develop in long run since youth is more prone toward new designs.
Recommendation form field survey.
1) For CG-125 acceptance for black silencer than silver chrome is not welcomed by audience at large. CG-125 users are mostly owned by hobbyist so making such changes in design must be made in accordance with audience at large.
2) Audience demand discounts in retail price. This is what Atlas Honda’s dealers understand too but they are not allowed by the Regional office to give discounts. Hence some leverage must be given to dealers on full payment sale.
3) The dealers who are resistant to sale by leasing must be enforced to sale by leasing. For this matter each of the territory in charge must help the dealer to understand the leasing methodology and procedures. If after that the dealer is reluctant to lease, open a new only leasing dealership, not letting the existing resistant dealer to operate as a lease setup later for next 5 year to learn a lesson.
4) Visiting a dealer in remote area of Beywal he had a problem with the delivery of supplied motor cycle. The bike he ordered was contained in mid of loaded delivery truck. All other motorbikes of some other dealer, who was to be served next had to be unloading to unload this Beywal dealership’s motorbike. When his bike has been unload the trucker refused to upload all the bikes just unloaded of the other dealership and said to this dealer to deliver all these bikes himself now, creating a conflict. The point I’m trying to make here is that since Atlas Honda has outsourced the delivery system, its conduct and practices must be revised and must be monitored by Atlas Honda by collecting a feedback form every dealer when his delivery is made. Territory in charges can be assigned this responsibility.
5) Also if a bike delivered to some dealership is containing some damage or if a costumer claims warranty I have found dealers in remote area less proactive and lacking to understand necessary steps to respond warranty claim for customer and for themselves if some part is received broken. The spare parts department can help them in educating how to claim warranty from warranty dealers or can help them in creating local synergy.
6) Atlas Honda must announce the tentative date for the launch of now design in market. During our survey we have found that consumer are resistant to buy CG-125 power machine as they are waiting for new vinyl or sticker to be launched.
20. Page 17
7) It was found that there is no specific location based criterion for establishing a new dealership. In Gujar Khan two of the Atlas Honda dealerships are in vicinity of 500 meter which demoralized one dealership since the new dealership is setup in closed vicinity. Knowing the fact that if some area has growth or potential and needs a new dealership it must be well taken care of that setup of new dealership must not affect the existing dealership.
8) Retail price ret must be maintained in all the areas to promote health competition.
9) A fatwa must be decreed from a well acknowledge religious scholars mentioning leasing being done at Atlas Honda’s dealership are according to Islamic Sharia and practices.
10) Retail price must be revised. It must give sufficient space to dealerships to give discounts while equally ensuring profits for themselves for spot sales. The Retail price must be set as
Retail price=basic cost+ dealer margin+ discount leeway as compared to
Retail price=basic cost+ dealer margin
We believe if above mentioned recommendations are well taken care off can help Honda in increasing sales, and developing a synergy with dealers. Both these will help Atlas Honda in short run as well as the long run strategies.
21. Page 18
Exhibits
Exhibit1
Source: Company Annual Report 2013-1014
23. Page 20
Exhibit 4
Questionnaire
Questionnaire- Motorbike
This questionnaire is collection of data for market research project on motorcycles business in Pakistan. All the information collected will be kept secured and can possibly be published or reproduced for academic purpose sole at Karachi School for Business and Leadership, Karachi.
Q1) which motorcycle are you using currently, specify with name
a. Honda(_________________)
b. Chinese(_________________)
Q2) when purchased it was a
a. New motorbike
b. Used/Second hand motorbike
Q3) when did you purchase you motorcycle?
a. Three months or less
b. 6 months or less
c. 1 year ago
d. 2 years ago
e. More than 2 years
Satisfaction
Q3) Maintenance cost of my bike is
Very low
Low
High
Very high
Purchase Likeability and Intentions
Q) You prefer Chinese motorcycle over Honda motorcycle. (if yes please specify)
a) Yes
a. 70 cc (_________________)
b. 100 cc(_________________)
c. 125 cc(_________________)
b) No
Q4) keeping in view your current pocket size which one would you buy?
a. Honda CD-70
b. Honda CG-125
c. Honda Pridor
d. Honda CD-Dream
e. Honda CG-Dream
f. Honda Deluxe
24. Page 21
Q5) if I have to buy a motorcycle I will prefer buying by
Leasing
Full payment
Second hand/ used
Q6) Do you think Chinese motorbikes are in a strong competition with Honda Motorcycles?
a. Yes
b. No
Q7) I normally use motorcycle for
a. Racing
b. Ride to my work
c. Recreational cruise
d. Family transport
e. Others
Q8) I think Honda motorcycle
Is a low quality bike
Quality is equal to other bikes(Chinese)
Quality is better than other bikes
Has the highest quality
Don't know
CD-70
CG-125
Pridor
CD-Dream
CG-Dream
Deluxe
Q9) when purchasing new HONDA motor bike, rate the following,
I will get pre-purchase information about motorbike from
a. Visiting website of the motorbike company
Not at all
May be not
Neutral
May be yes
Almost always
25. Page 22
b. Consulting a friend who is currently using that motorbike
Not at all
May be not
Neutral
May be yes
Almost always
c. Consult a Mechanic
Not at all
May be not
Neutral
May be yes
Almost always
d. Follow my gut feeling
Not at all
May be not
Neutral
May be yes
Almost always
Q10) when purchasing new Chinese motor bike, rate the following,
I will get pre-purchase information about motorbike from
b. Visiting website of the motorbike company
Not at all
May be not
Neutral
May be yes
Almost always
c. Consulting a friend who is currently using that motorbike
Not at all
May be not
Neutral
May be yes
Almost always
e. Consult a Mechanic
Not at all
May be not
Neutral
May be yes
Almost always
f. Follow my gut feeling
Not at all
May be not
Neutral
May be yes
Almost always
26. Page 23
Attributes and Features
Q11) Rank the following for a motorcycle
Attributes
Not Important
Below Average
Importance
Average
Importance
Above Average
Importance
Price
Durability
Variety
Design
Brand Image
Performance
(0-60 km/h in less time)
Maintenance
Q12) Rate the following for a motorcycle
Price
Honda
Very bad
Bad
Neutral
Good
Very good
Chinese
Very bad
Bad
Neutral
Good
Very good
Durability
Honda
Very bad
Bad
Neutral
Good
Very good
Chinese
Very bad
Bad
Neutral
Good
Very good
Variety
Honda
Very bad
Bad
Neutral
Good
Very good
Chinese
Very bad
Bad
Neutral
Good
Very good
Design
Honda
Very bad
Bad
Neutral
Good
Very good
Chinese
Very bad
Bad
Neutral
Good
Very good
Brand Image
Honda
Very bad
Bad
Neutral
Good
Very good
27. Page 24
Chinese
Very bad
Bad
Neutral
Good
Very good
Performance 0-60 km/h
Honda
Very bad
Bad
Neutral
Good
Very good
Chinese
Very bad
Bad
Neutral
Good
Very good
Maintenance
Honda
Very bad
Bad
Neutral
Good
Very good
Chinese
Very bad
Bad
Neutral
Good
Very good
Q13) Rank the following, for purchase of a new motor bike
Scale
Less important…………………………………………………….very important
1 2 3 4 5
Price
Resale Price
Availability Spare parts
After Sales service
Leasing Policy
Thank you
