Scooter Sector in India

1

Understanding needs and purchase behavior

of consumers in Scooter segment in

India

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B A C K G R O U N D

R E S E A R C H D E S I G N

M E T H O D O L O G Y T I M E L I N E A N D C O S T

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2 . 0

3 . 0

4 . 0

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Background 1.0

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Background

Background of the study Indian two-wheeler market growth of scooters in recent years

4

Domestic sales of two-wheelers in India has almost doubled from 74,37,619 units (2008-09) to 1,48,05,481 units (2013-14)

Share of scooters in two wheeler sales has gone up to nearly 25% at the end of 2013-14 against 14% in 2008-09

Newer products are being launched across price points due to the rising demand for scooters

Key competitors in scooters segment are: Honda Motorcycle & Scooter India (HMSI) Hero MotoCorp Limited (Hero) Suzuki Motorcycles India (SMIL) TVS Motor Company Ltd (TVS) Yamaha Motors Mahindra Two Wheelers (Mahindra)

The client has approached to submit a proposal to conduct a research to understand the Indian customers of scooters and their purchase behavior.

Year Total 2 wheeler

sold

% of scooters to sales

% of Motorcycles

to sales

2007-08 72.5 Lakh

2008-09 74.4 Lakh

2009-10 93.7 Lakh

2010-11 1.2 Crore 2011-12 1.3 Crore 2012-13 1.4 Crore 2013-14 1.5 Crore 25

21

19

17

15

15

14

70

73

75

76

78

78

79

5

Two-wheeler industry has been a strong driving force for automobile industry

2013-14 saw a robust and positive sales growth of 7.31%.

Two-wheeler category had a significant 80% share in automobile sales volume

Primary reasons that contribute to popularity of two-wheelers in India: Lower prices Higher fuel efficiency Rise in disposable income Better auto-financing schemes

Baja Auto

12%

Hero Moto Corp

42%

Honda

Motorcycle &

Scooter India

24%

Yamaha

4%

Mahindra

1%

Piaggio

0.17%

Suzuki

2%

TVS

13%

Others

2%

India Two Wheeler Domestic Marker Share (Combining both Motorcycle and Scooter category )

Source: http://www.autocarpro.in/analysis-sales/hmsi-makes-biggest-gains-wheeler-market-share-q1-fy15-6019 http://www.siamindia.com/statistics.aspx?mpgid=8&pgidtrail=14

Background of the study Indian two-wheeler market

2009-10 2010-11 2011-12 2012-13 2013-14

93,70,951 1,17,68,910 1,34,09,150 1,37,97,185 1,48,05,481

Domestic Sales trends for two wheeler category (Combining both Motorcycle and Scooter category )

44% Owners of two-wheelers

7% Owners of cars

Background of the study Buying power: An emerging middle class

6

India economic growth has accelerated significantly over the past two decades and so, too, has the spending power of its citizens.

Real average household disposable income has roughly doubled since 1995

India is being driven by rapid urbanisation and rising incomes in both rural and semirural regions

With rising incomes, household consumption has soared and a new Indian middle class has emerged

About 20% of consumer spending has shifted from essentials to non-essential goods and services, including consumer durables (white goods, automobiles, electronics), clothing, beverages, and cosmetics

Indias emerging middle is creating huge market potential

Source: PwC analysis, NCAER, CMI * Purchasing power parity (PPP)

Technological advances

Demographic shifts

Shifts in Global economy power

The major megatrend in India that is resulting the economic change:

Indias Income distribution (millions) Population (millions) Household income/ year (INR)

2010 2021 (Projection)

> 850,000 Upper middle + 80 190 300,000 850,000 Middle 170 300 150,000 300,000 Emerging middle 470 570 < 150,000 Low 460 290

Business objective

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With the background in mind, the broad business objectives of the study are to understand:

Needs of the consumers from the scooter segment Purchase behavior / Decision making process for purchasing a specific brand Product perception Brand health measures such as Saliency, Consideration, Purchase

Based on the current market share of the scooter segment, we propose to cover the following manufacturer in the study:

* While the manufacturers will be covered, some of the brands/models may not be represented in the sample because of low market shares

Manufacturer Market Share (Sales in Scooter category)

Brands / Models*

Honda Motorcycle & Scooter India (HMSI) 55% Activa, Dio, Aviator Hero MotoCorp Limited (Hero) 20% Maestro, Pleasure Suzuki Motorcycles India (SMIL) 9% Access, Swish, Lets TVS Motor Company Ltd (TVS) 7% Wego, Jupiter, Pep +, Zest, Streak Yamaha Motors. 5% Alpha, Ray Mahindra Two Wheelers (Mahindra) 2.3% Rodeo, Duro/Duro DZ, Flyte, Gusto, Kine Piaggio 1.7% Vespa LX125

Research objectives The broad business objectives are broken down into specific research objectives

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To understand consumer needs, purchase behavior, product perception about scooter brands in India

Understand the driving factors for Scooter purchase in India Key needs & expectations , Triggers / Barriers for

the category / brand

Understand purchase behaviour How do they collect information? Visit to dealer,

search over Internet, reading Auto blogs/ Auto magazines, Watch TV programs etc.

Type of information consumers seek? Fuel economy, features, performance, maintenance cost etc.

How do they decide on a brand? key decision maker/ influencer, recommendations/ WOM, product features, brand communications, test drive, product price / price points of various segment

Dealer recommendations Availability of financial schemes

Perception about Manufacturers / brands: Imagery of different manufacturers

Brand funnel : Saliency, Consideration, Purchase Demographics

What will this give us?

1. Help us identify the key drivers for the Scooters category

Broad hierarchy of drivers based on brand association data

2. Help us identify need-gaps Key category drivers and current

need-gaps in the market/category can be identified based on claimed vs. derived importance of the attributes

c) Help us understand the overall brand/ vehicle perception

Scope of research Key deliverables

9

Research design 2.0

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10

CATEGORY BRAND

Key needs / Expectations/ Perceptions Modules

Framework for the proposed research

Needs & Expectations

Decision making & Purchase

process

Perception: Relative positioning of

brands

(Strengths & Weaknesses)

Brand conversion vis-a-vis

competition

Saliency , Usage, Recommendation

Quantitative Methodology

I II

Module I : Category

11

Identifying key drivers, expectations / need-gaps in Scooter category

1

To identify the derived importance of attributes (critical category drivers), Jaccard analysis is done

Identifying derived importance of attributes for the scooter category: Brand association is taken on the key needs/expectation (attributes)

2

Analysis of Claimed vs. Derived importance of the attributes, helps identify Key drivers for the category

Identifying key category drivers: Claimed vs. Derived importance Importance of each of the attributes is measured on a 5 point rating scale which provides the claimed importance for each attribute

3

Analysis of satisfaction vs. claimed importance, helps identify the Need-gaps that currently exists in the category

Identifying Need-gaps in the scooter category: Satisfaction on each attribute is measured using a 5 point rating scale.

The approach is explained in detail in the subsequent slides

12

Identifying critical Category drivers through Jaccard Analysis

1

13

Driver analysis using Jaccard coefficient: Brand association data

Percentage of respondents

associating the brand with the

attribute

Honda Activa Mahindra

Rodeo Hero Pleasure TVS Wego Yamaha Ray Honda Dio Suzuki Access Piaggio Vespa

Scooter which is suitable for the entire

family 51 42 37 44 51 42 37 44

Easy to drive 37 31 37 31 21 31 21 31

Have good ergonomics 44 29 31 36 44 29 31 36

Eye catching styling 48 37 48 37 26 37 26 37

Provides riding comfort 43 38 31 38 43 38 31 38

Best in class mileage 47 32 47 32 36 40 36 40 Good pick up 45 35 26 36 45 35 26 36 Best in class fuel efficiency 44 35 44 35 35 39 35 39 Good after sales service 48 39 36 43 39 36 36 43

Easy availability of spare parts 44 33 44 33 33 38 33 38

Low cost of spare parts 46 41 35 41 41 35 35 41 Quick to provide service 43 43 43 43 38 42 38 42 Good resale value 49 33 31 40 33 31 31 40 Price of the vehicle 40 35 40 35 31 36 31 36

Based on dummy data Attributes shown here are for illustrative purposes only

Illustration 14

TERTIARY SET

SECONDARY SET PRIMARY SET

Example: Jaccard score - Derived importance of attributes

Based on dummy data A subset of attributes is used here for illustrative purposes only

Scooterwhich is

suitable forthe entire

family

Easy todrive

Have goodergonomics

Eyecatchingstyling

Providesriding

comfort

Best inclass

mileage

Good pickup

Best inclass fuelefficiency

Good aftersales

service

Easyavailabilityof spare

parts

Low cost ofspare parts

Quick toprovideservice

Goodresalevalue

Price of thevehicle

Based on brand association data Jaccard co-efficients are calculated to arrive at the derived importance of the attributes

Illustration 15

Identifying Key drivers through an understanding of Claimed & Derived

importance

2

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Example: Key Drivers Claimed vs. Derived Importance of attributes Helps identify the focus areas to differentiate product from competition offerings

High

Claimed Importance Low High

Hygiene Factor Low Priority

Latent Motivator Key Driver

Good after sales service

Price of the vehicle

Best in class mileage

Good resale value

Scooter which is suitable for the entire family

Competitive buying price of vehicle Quick to provide service

Provides riding comfort

Good pick up

Eye catching styling

Good pick up

Easy to drive Have good ergonomics

Easy availability of spare parts

Good resale value

Der

ived

Impo

rtan

ce

Low maintenance cost

Low cost of spare parts


Illustration

Identifying Need-Gaps through mapping of attribute importance &

satisfaction

3

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Identifying Need-Gaps Importance vs. Satisfaction of attributes

To identify the Need-Gaps the respondents

will be asked to rate their satisfaction with

their current vehicle/brand on each of the

attributes on which brands associations are

measured using a 5 point rating scale

(where 5 is Etreel satisfied ad 1 is Not at all satisfied)

The satisfaction score thus derived for each

attribute when plotted against the

corresponding Importance scores will

provide the Need-Gaps the Need-Gaps will be those attributes for which Importance

score is high (vs. average) but the

corresponding satisfaction score is low (vs.

average) .

Attributes:

Scooter which is suitable for the entire family

Easy to drive

Have good ergonomics

Eye catching styling



Good pick up

Best in class fuel efficiency



Low cost of spare parts

Quick to provide service

Good resale value



Illustration 19

Identifying Need-Gaps Measuring scale : Importance & Satisfaction of attributes

Measuring Importance of each attribute

Measuring Satisfaction of each attribute

5 4 3 2 1

Extremely important

Not at all important

5 4 3 2 1

Extremely satisfied

Not at all satisfied

Importance and Satisfaction thus measured, will help identify the need-gaps for the customers (as illustrated on the next slide)

Illustration 20



Quick to provide service

Scooter which is suitable for

the entire family Have good ergonomics

Eye catching styling Low cost of spare parts

Good pick up

Good resale value


Low maintenance cost

Easy to drive

Best in class fuel efficiency


Good resale value

79

80

81

82

83

84

85

86

87

88

30 32 34 36 38 40 42

Example: Need-Gaps - high importance but low on satisfaction attributes Helps identify and prioritize the focus areas

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Low

Hig

h

Zero High

Impo

rtan

ce

Satisfaction

Action Areas

Additional Drivers Low Yield

Selling Points (at least at par with competition)



Illustration

5 Ws framework If required we can conduct a segmentation of the consumers based on 5Ws of marketing

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Process Product

Place & Time

Physical Environme

nt

Price Place

Productivity &

Quality

People

Wh

en

What is it that the consumers are looking for from a scooter? What are the key features sought? What are the awareness, consideration about various brands? What are perception about different brands? What are the key parameters based on which they decide on a brand?

When do they use scooters? For what purposes? Commute to work, for dropping kids at school, for daily shopping, for travelling shorter distances

How and from where do they collect information when they decide to purchase a scooter? Internet, dealership, friends/ family members/ magazine/ Auto blogs

Why do the consumers choose a particular brand of scooter? Drivers of product choice in the category functional, emotive, social ? What factors influence purchase? Why do the consumers like a brand? Dislike a brand?

Who is the consumer of the brand? Profile based on demographic, attitude towards the category In addition: - Who decides on the brands? Who are Influencers?

Segments of consumers


Illustration

TOWN CLASS > 5L 10L 10L 40L

PURPOSE OF USAGE > Daily commute/ Regular/ Need based-Occasional Personal/ For Family Work/ leisure/ family outings

AGE > 25 35 years 36 45 years 46 55 years OCCUPATION > Service- Government Service Pvt. Self employed Business

INCOME GROUP > Up to 5L 6L 8L 8L 12L 12L and above MINDSET > Modern/ Traditional Adventurous/ Serious Flamboyant/ Introvert Sophisticated/ Mass

A conservative mass market customer

Mostly a first time buyer Prefers well established

relatively low priced scooters from companies like Honda,

Hero etc.

Cost of maintenance is a major consideration; so is

finance

Young, modern, flamboyant

Seeks driving pleasure; likes stylish & high performing

scooters

Potential buyer of high end models

Traditional family man

Uses his scooters regularly for commuting with family Wants reasonably priced scooters; sturdiness is

important due to not-so-good road conditions

Identification of different consumer segments based on their profile and preferences with regard to scooters

55% 25%

15% 5%

Modern affluent customer

who wants state of the art scooters

Target for premium models

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Segments of consumers


Illustration

55% 25%

15% 5%

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Young, 25 35 years Residing in bigger cities

Service- Executive/ Mid-Manager/ Self employed

Middle income group: 6L- 8L

Needs a scooter for Daily commute/ Outings with friends

Wants high performance, speed, stylish looks

User of a mid range scooters in the price range of Rs. 40,000

50,000 Keeps upgrading to newer/

better models

Found in both small and big cities; in all age groups

Lower income group: Up to 5L

Needs a scooter for Daily commute/ Outings with family

Needs a popular model which has a low maintenance cost

Currently using or Intending to buy a entry level scooter

In the price range of up to Rs. 30,000 to 35,000

Found in big cities; 35 years + Upper income group: 12L +

Businessman/ Self employed professional/ Mid-Senior Manager

The family owns multiple vehicle for different purposes and for different

family members

User of high end scooters in the price range Rs.60,000 to

70,000

Found in small cities; in all age groups Low income group: Up to 5L

Uses the scooter only occasionally for taking the family out

User of mid range scooters priced up to Rs. 50,000

A conservative mass market customer

Mostly a first time buyer Prefers well established

relatively low priced scooters from companies like Honda,

Hero etc.

Cost of maintenance is a major consideration; so is

finance

Young, modern, flamboyant

Seeks driving pleasure; likes stylish & high performing

scooters

Potential buyer of high end models

Traditional family man

Uses his scooters regularly for commuting with family Wants reasonably priced scooters; sturdiness is

important due to not-so-good road conditions

Modern affluent customer

who wants state of the art scooters

Target for premium models

Decision making and purchase process


Illustration 25

Decision making & Purchase process

Information gathering 1

Test drive 2

Decision making 3 Finance 4 Delivery 5

Information gathering

Test drive

Decision making

Enquiry with dealerships

Information / articles/ reviews in

magazines/ newspapers/

Internet Company/ brand

website Ads on TV

Ads in Newspapers/ Magazines

Word of mouth

Brand in consideration set

If test drive was taken

Brands for which test drive was taken

People involved in decision making Joint decision/ single decision

Brand purchased

Finance options available Option chosen; reason

Percentage of down payment

Finance Delivery

Decision making and purchase process


Illustration 26

Mass market customer Young modern enthusiast Traditional family man Modern affluent customer

Preference

Entry level scooters from Honda, Hero

In the price range of Rs. 30,000 to 35,000

Want low maintenance cost Not willing to pay extra for

accessories and value added features

Stylish scooters with a good pick up and speed

Price Rs. 40,000 50,000 Latest accessories are

essential; innovative accessories are appreciated

Open to upgrading to better models

A mid range scooter is preferred

Priced up to Rs. 50,000 No need for

accessories other than the standard ones

Multiple vehicles owned; performance scooter for personal use

Price Rs.60,000 to 70,000 Latest and hi-tech

accessories

Information gathering

Word of mouth Inquiries with dealerships

Various sources ranging from word of mouth to reviews on website Read auto magazines

Inquiries with dealerships Internet search Word of mouth

Has up to date knowledge of scooter models Reads information and reviews in different media

Brands in the consideration set

Generally go for popular scooter brands which are considered reliable; no much deliberation about which models to buy

Mostly a Hero model; sometimes Honda or Suzuki

Generally International brands with appealing looks and latest technologies

Various brands under consideration

Scooters of any make in the particular price range Sturdiness is important Maintenance cost is not much of a concern due to limited use

Latest premium/ luxury models

Test drive Test drive is taken; however, purchase decision does not depend much on the experience with the test drive

An important consideration in brand choice as performance is critical

One of the factors considered in brand choice Test drive experience is a must

Decision making Single decision Single decision Joint decision of the family

Single or joint decision depending on the purpose of usage

Finance Provision of loan is a critical consideration in brand choice

A loan is required; however, its not a major concern

The best option is selected after doing research

Arrange on their own. Not a concern at all

Module II : Brand

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Brand Pyramid and Brand Deviations

Brand Pyramid: Gauges the conversion rates of a brand from

its awareness to regular usage.

Brand Deviations: Compares the conversion rates of a brand

against that of the category

A conversion rate equal to or better than

category would be an indicator of good brand

health

Loyalty

Advantage

Differentiation

Relevance

Awareness

Attribute from Brand Pyramid

For Brand A (Absolute %ages)

Brand Conversion

Category Conversion

Brand Deviations

Loyalty 20% 20/34=59 66 (59-66)= -7

Attraction 34% 34/40=85 93 (85-93)= -8

Differentiation 40% 40/54=74 79 (74-79)= -5

Relevance 54% 54/86=63 59 (63-59)= +4

Total Awareness 86% 86/100=86 50 (86-50)= +36

Brand Pyramid and Brand Deviations

Key information areas

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Brand Saliency in the scooter category Unaided Top of Mind (ToM), Spontaneous Aided

Brand Purchase and behavior related aspects

Purchase behavior Triggers/ Barriers for choosing a scooter over other modes of personal

transportation: Easy to ride, fits the budget, ease of financing availability, convenient, les parking space, low on maintenance, inadequate public transport -increase of urbanization, good resale value

Information collection process: Visit to dealer, search over Internet, reading Auto blogs/ Auto magazines, Watch TV programs, WOM etc.

Type of information sought? fuel economy, features such as height/weight of the scooters, auto start, storage facility, after sales service, service centre locations, cost of ownership, maintenance cost, availability of spare parts, ease of financing etc.

Purchase process: brand considered (consideration set), test drive, final purchase; Reasons for purchasing a specific brand?

Role of influencers in the purchase process? Role of dealers in the purchase process providing required information, resolving

queries, recommendations, offers etc. Understanding need gaps in the category Perceptions / Imagery: Perception about various scooters manufacturer / brands

Demographics

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Methodology 3.0

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Methodology Methodology and sample technique

Methodology: Quantitative face- to-Face Interview using a structured questionnaire.

As per the brief three options are provided for the duration of the interview 10 minute, 15 minute and 20 minute. However, we feel that interviews of 10 minutes/15 minutes of duration may not be sufficient to cover the information areas in detail.

Accordingly, we suggest to go ahead with interview of length around 20-30 minutes to be able to cover the information areas in details

Sampling technique: Purposive sampling technique to be followed to recruit respondents for each model/make.

Each centre/market/ geographic location will be divided into 4 zones and each zone will have a few starting points. Specific number of interviews will be covered in each starting point to ensure that the entire centre / market/ geographic location is well represented in the sample

We will specify quota for different manufacturer / brands to ensure that we cover the models as much as possible.

Note: Certain models which are launched recently may not get covered / have sufficient representation in the sample due to low penetration in the market currently (such as Suzuki Lets, launched in May2014)

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Methodology Brands/ Models to be covered

Manufacturer and brand to be covered (as proposed in the brief):

Note: As per the brief, the scooters of these brands should be registered from 2012 onwards. One of the key objective of the study being understanding the consumers needs from the scooter category, 2012 could be somewhat dated as needs keep changing over time. We, therefore, suggest covering scoters bought after 2013

Manufacturer Brands / Models*

Price (based on ex-showroom Delhi price rounded off to nearest 1000)

Honda Motorcycle & Scooter India (HMSI)

Activa Rs. 46,000 Rs. 48,000 Aviator Rs.50,000 Rs.55,000 Dio Rs. 45,000

Hero MotoCorp Limited (Hero)

Maestro Rs. 47,000 Pleasure Rs. 43,000 Rs. 45,000

Suzuki Motorcycles India (SMIL)

Access Rs. 50,000 Swish Rs. 47,000 Lets Rs.44,000

Yamaha Motors. Alpha Rs. 48,000 Ray Rs. 45,000 Rs. 49,000

Piaggio Vespa LX125 Rs. 67,000 Rs.79,000

Manufacturer Brands / Models*

Price (based on ex-showroom Delhi price rounded off to nearest 1000)

TVS Motor Company Ltd (TVS)

Wego Rs. 47,000 Rs. 48,000 Jupiter Rs.47,000 Rs.50,000 Pep + Rs. 43,000

Zest Rs. 42,300

Streak Rs. 44,000

Mahindra Two Wheelers (Mahindra)

Rodeo Rs. 45,000 Rs. 47,000 Duro/Duro DZ Rs.44,000

Flyte Rs. 41,000

Gusto Rs. 45,000 Rs. 49,000 Kine Rs. 36,000

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Target group

Target group:

SEC A/B households Gender : Males / Females* (75% males & 25% Females) Age: 18 and above (18 25 years; 26 30 years; 31- 35 years; 36- 40 years; 40 years and above)

Note: * In metro/ tier I cities a sizeable number of women uses scooters regularly

Owners of the brands/ models specific in the slide before Registered scooters in 2013 onwards (Owner of scooters not more than 2 years old)

Intenders **: Intends to buy a scooter in the next 6 months Intenders will be considered for three price points- Those looking to purchase scooter

(a) Less than Rs. 35,000 (b) Between Rs.40,000 Rs.50,000 (c) Rs.60,000 & above

Intenders (Recommended) Owners

** As Intenders too would be a part of the customer segment we are targeting, we propose to cover a separate sample size for Intenders as well to understand their needs from the category

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Geographic coverage and Sample size (1/5)

As per the brief the client wishes six states in India covered and three options of sample size have to be considered

Delhi Gujarat

Maharashtra Andhra Pradesh

Karnataka

Tamil Nadu

Option 1: Total sample size= 1500



We propose

Inclusion of both Urban and Rural areas

Inclusion of different city tiers in Urban areas (depending on availability)- >4 m, 1 4 m,

A higher representation of Male owners and the Young adult age group

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Geographic coverage and Sample size (3/5) STATE CITY CITY POPULATION COVERAGE AND SAMPLE ALLOCATION UNDER VARIOUS OPTIONS

(in million) Option 1 (SS= 1500)

Option 2 (SS= 3000)

Option 3 (SS= 4000)

OWNERS OWNERS OWNERS Delhi Delhi 11.0 100 225 280 Maharashtra Mumbai 12.5 100 225 280

Pune 3.1 75 150 200 Kolhapur 0.55 60 100 150 Rural NA 50 80 120

Gujarat Ahmedabad 5.6 100 225 280 Vadodara 1.7 75 150 200 Bhavnagar 0.59 60 100 150 Rural NA 50 80 120

Andhra Pradesh Hyderabad 6.8 100 225 280 Visakhapatnam 1.7 75 150 200 Guntur 0.65 60 100 150 Rural NA 50 80 120

Karnataka Bangalore 8.4 100 225 280 Mysore 0.89 75 150 200 Mangalore 0.48 60 100 150 Rural NA 50 80 120

Tamil Nadu Chennai 4.7 100 225 280 Coimbatore 1.1 75 150 200 Salem 0.83 60 100 150 Rural NA 50 80 120

TOTAL 1525 3000 4030

QUOTAS Males Females 18 24

year old 25 -44 year

old 45 64 year old

75% 25% 20% 55% 25%

OWNERS

A higher representation of Male owners and the Young adult age group. Scooters in different price bands to be covered in the proportion of their availability in the market.

We expect a higher incidence of Rs.35,000 price point in rural areas; similarly, Rs.60,000 & above is expected to be available primarily in Tier I cities

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Geographic coverage and Sample size (4/5) STATE CITY CITY POPULATION COVERAGE AND SAMPLE ALLOCATION UNDER

VARIOUS OPTIONS (in million) INTENDERS

Delhi Delhi 11.0 75 Maharashtra Mumbai 12.5 75

Pune 3.1 50 Kolhapur 0.55 40 Rural NA 30

Gujarat Ahmedabad 5.6 75 Vadodara 1.7 50 Bhavnagar 0.59 40 Rural 30

Andhra Pradesh Hyderabad 6.8 75 Visakhapatnam 1.7 50 Guntur 0.65 40 Rural NA 30

Karnataka Bangalore 8.4 75 Mysore 0.89 50 Mangalore 0.48 40 Rural NA 30

Tamil Nadu Chennai 4.7 75 Coimbatore 1.1 50 Salem 0.83 40 Rural NA 30

TOTAL 1050

QUOTAS Males Females 18 24

year old 25 -44

year old 45 64 year old

< Rs.35,000 Rs.40,000 Rs.50,000 Rs.60,000 & above

75% 25% 20% 55% 25% 10% 80% 10%

INTENDERS

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Geographic coverage and Sample size (5/5)

We need to assign quotas to various brands in order to have a representative sample. Considering manufacturers like HMSI and Hero have an extraordinarily higher market share, we allocate the following quotas taking into account respective shares of different brands and adequacy of sample

size for the brand. BRAND MODEL OPTION 1

(SS= 1500) OPTION 2 (SS= 3000)

OPTION 3 (SS= 4000)

PROPORTION IN THE SAMPLE

Mahindra Kine

100 200 270 7%

Duro/Duro DZ

Gusto

Flyte

Rodeo

TVS Teenz

180 350 470 12%

Pep +

Zest

Streak

Wego

Jupiter

Hero Maestro 405 800 1075 27%

Pleasure

Honda Aviator

430 850 1145 28% Dio

Activa

Yamaha Ray 155 300 400 10%

Alpha

Piaggio Vespa LX125 100 200 270 7%

Suzuki Swish

155 300 400 10% Access

Lets

OWNERS

Thank you

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Documents

Scooter Sector in India