Project Proposal
On
“Survey on Consumer Choices of different brands of two-wheelers in Pune”
Prepared by Mr. Atanu Maity
Roll No : 000-0000000
XXXXXXXXUniversity
Table of Content
INTRODUCTION:
OBJECTIVES:
HYPOTHESIS:
METHODOLOGY:
PRIMARY DATA:
SECONDARY DATA:
BIBLIOGRAPHY:
Survey on Consumer Choices of different brands of two-wheelers in Pune
INTRODUCTION:
Automobile is one of the largest industries in global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth. Two-wheeler segment is one of the most important components of the automobile sector that has undergone significant changes due to shift in policy environment. The two wheeler industry has been in existence in the country since 1955.The Indian motorbike industry is in a very healthy state today. With foreign players like Honda operating independently, the market is becoming extremely competitive. This is an exploratory study which identifies the consumer choice patterns regarding the four attributes of a motorbike: Fuel efficiency, color, type of brakes and pick-up. The objective is to find out the consumer preference ordering of the four attributes mentioned. Conjoint Analysis was used to find out the different aspects of consumer choice regarding motorbikes. The Indian two-wheeler industry is set to become more competitive as most of the strategic alliances have broken and the foreign are operating independently. In such a scenario, the players need to know the importance of the attributes of a motorbike and whether there are any differences of choice pattern in different segments of the consumers. This provided the motivation for this study. The objective was to find out the consumer preference ordering of various attributes of a motorbike and applicability of conjoint analysis in finding that out and the probable use of the tool in new product development and market segmentation. This study was based on a field survey conducted in Pune.
The Indian two-wheeler industry has come up a long way from being a tightly government controlled industry to a highly competitive one encouraging foreign players' participation. Today, the Indian consumer has a wide variety of brands and models to choose from when he/she thinks of buying a two-wheeler. Approximately 5.4 million units of two-wheelers are sold every year in India, making it one of the largest two-wheeler markets in the world. Not only that, India has an average of 27 two-wheelers per 1000 people, making it the highest in Asia..
OBJECTIVES:
1.To measure the image of brands of two wheelers
2.To investigate the impact of brand image and the attributes on brand preferences.
HYPOTHESIS:
- Consumers drink branded carbonated drink.
- Consumer wanted always wants to drink a particular brands carbonated drink.
METHODOLOGY:
Study is going to be conducted in the district of Pune in Maharashtra.
PRIMARY DATA:
A questionnaire survey will be conducted for the purpose of the study. The study is based on primary as well as secondary data. Primary data will be collected from a sampleof 75 respondents of Punedistrict chosen using non-probability judgment sampling and using a structured questionnaire.
SECONDARY DATA:
Secondary data is the data, which is already in existence. It will be collected mainly through internet and some help will also be taken from books and articles. Secondary sources of data will include publication of Self Help Groups, Journals and Periodicals.