Request for Proposal to XYZ Ltd who is into manufacturing vehicles. XYZ Ltd. wants to find out the perception and expectations of the Motorcycles owners from their first car which they are planning to buy in future.
Background
Understanding of Brief
Business Objective
Research Objective
Research Design
Deliverable
Cost
2. Background
• The Indian Automobile industry is one of the largest and it has been fast
growing globally. However during the past few years the industry is
languishing at behind the other industries. India’s passenger car vehicle
manufacturing industry is the sixth largest in the world, with an annual
production of more than 3.9 million units in 2011.
• The growth rate for the year 2011-12 of Indian Automobile Industry was
12.24% amounting more than 1.73 mn. Passenger vehicles segment grew
19.66 % during the April-March 2012 which was same during the last year.
There has been meager growth of only 8.27% in the two wheelers segment.
• One of the reasons for this sluggish growth is the huge competition within
the Indian Market. With the decreasing in number of two wheelers buyers,
only way to gain a competitive edge over the car manufactures would be to
design a vehicle targeting the two wheelers customers which would provide
high value to the consumer.
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3. Understanding of the Brief
• XYZ Ltd is into manufacturing vehicles. XYZ Ltd. wants to find out the
perception and expectations of the Motorcycles owners from their first car
which they are planning to buy in future.
• This project brief contains the Research Methodology & Research Design
our Market Research team will undertake to understand the expectations of
the Motorcycle owners from their first car.
• We have to identify a specific segment of bike owners who would be
purchasing a car and understand their expectations from their first car .
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4. Business Objective
• The company aims to design and manufacture a car as per end users
expectations and requirements. The end users in this case are the bike
owners who are willing to buy a vehicle which solves their purpose. This
research study is to undertaken to understand the consumers’ expectations
of the car which will help to measure the level of the market interest and
estimate the desired revenue.
The business objectives are as mentioned below:
• What values the motorcyclists expect from their first car
• Which segments of customers to target
• To gain competitive edge over the competitors
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5. Research Objective
• After identifying a specific segment of bike owners (which will be done
through exploratory research ) we conduct face to face interview with them.
• The objective of the questionnaire would be to understand the what value
the respondents are seeking from their first car.
• The expectation from a car are as follows:
▫ Good Mileage and Operational Cost
▫ Luxury
▫ Power
▫ Good Aesthetics
▫ Price
▫ Features
▫ Service
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6. Research Design
Exploratory Research:
Secondary Data Research: Previous Automotive Research Reports
Secondary DataDelloite_Automotive BRIC Nation.pdf
Population Data: Pune from Published Data
Descriptive Research:
Face to Face Interview
Pen and Paper Interview (PAPI) structured interview with quantitative
design is suggested.
Sample: Random Sampling from 25-30 years of Pune Population
(Hinjewadi/Pimpri Chinchwad): Sample Size is 100
Post the interviews, the data would be entered in excel format and SPSS
format
Data would be analyzed for trends, insights and would be presented to
the client
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7. Challenges
Mainly corporate respondents, high rate of refusal and persuasion has to be
done for filling up the questionnaire.
Time Constraints.
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8. Data collection and scrutiny
A team of students would be given the task of doing interviews of bike
owners
The data can be collected in Lunch hours of the offices, parking lots, petrol
pumps and online survey
These students would be briefed about the research and how to conduct an
interview. They would also undergo mock interviews
30% of the collected data would be back checked through calling / visiting
the respondent
100% scrutiny of the questionnaires
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9. Key Information Areas: TG
• Target Group: 25-30 Men, Hinjewadi Pune- Having 150 – 200 CC bike owner
• Data Collection:
▫ Field Survey: Office (Lunch Hours), Petrol Pump & Parking Lots
▫ Online Survey: Online Communities of Pune
• Sampling:
▫ Random Sampling: Low Cost
▫Sample Size: 100/150
• Research Problem:
The propensity to buy a hatchback and what features are preferable by the
customers.
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10. Deliverables
A power point report on the findings of the study
The filled in questionnaires of the respondents who agree to share their
identity with the client
Detailed Project Report with Analysis and suggestions
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11. 10 Days: Client Interaction & Exploratory Research Milestone:
6 Days: Literature Study 3: Proposal
3 Days: Questionnaire Design 5: Data Collection
10 Days: Field Study Complete
4 Days: Coding Data Analysis & Develop Plan 7: Final Report
2 Days: Report Writing Completion
1 Day: Presentation
Total Days: 40 Days
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