1st report on project rockstar
TRANSCRIPT
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Report on Project Rockstar
Nielsen Research on Harley-Davidson Motorcycle
Owners in Mumbai
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Lifestyle of Harley Owners
In our survey, we encountered two types of HD Riders
HD Riders
EnthusiasticRiders
CasualRiders
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Enthusiastic Riders and their Usage Pattern
Own or have owned multiple motorcycles in thepast
Regularly take part in meets and rides
Cover above 150-200 kms per month
Aged in 30-40 years bracket
Are professionals or businessmen
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Casual Riders and their Usage Pattern
Rarely take part in meets and rides
Aged 40 years or above
Are mostly businessmen
Cover less than 100 kms per month
Have busy schedules and family commitments
which prevent them from riding regularly
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Feedback on bike/company/brand
The casual riders had shown satisfaction withthe brand, product and the service provided
However, the enthusiastic riders weredisappointed with the lack of professionalismshown by the dealer Seven Islands
They claimed that the dealer did not fulfillpromises and after-sales service was below par
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Critical Issues with Dealer and Bike
Long waiting period
No service reminders
Unprofessional dealer staff
Expensive merchandise
Spare parts availability
Quality problems (Rusting) Paint fit and finish
Braking issues
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Complaints about HOG Meets
HOG meets are not upto standard
Riders want to engage themselves in long ridesand not short intra-city trips
Harley-Davidson India and the dealer does nottake owners opinion before arranging a ride
Dealer is trying to meddle in the matters ofHarley Owners India (HOI) an independentHarley-Davidsons owners group
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Regression Analysis- Quantifiable
findings on customer satisfaction
Dependant variable: Satisfaction level of theHarley owners.
Predictor variables: Response based onDealership, After sales service, Usage pattern,HOG rating, Durability, Safety, Suspension, Cult
brand, Exterior styling Sample size- 60
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The R value is .766 which indicates a high degree ofcorrelation between the dependant and the predictorvariables. The R square value of 58.6% represents that the
satisfaction level of the customers can be explained 58.6% bythe independent variables that we have considered, this is afairly good value of representation.
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The ANOVA table
The significance value is very low i.e. less than 0.05and indicates that, overall, the model applied issignificantly good enough in predicting the outcomevariable.
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Inferring the coefficients table We analyse three values i.e. B, Beta and Significance.
The significance value under 0.05 and a high value of theBeta value suggest that the specific variable is critical inpredicting the satisfaction level of the customers
(outcome variable). After analysing these 3 values we can clearly say that,
HOG ratings has the maximum influence to thesatisfaction level of the customers ( with a Beta value of0.612 and a significance less than 0.05). 2 othervariables i.e. safety ( Beta value of -.0336 andsignificance of 0.012) and dealership (Beta value of0.292 and a significance of 0.015) also influence thesatisfaction level of customers.
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Action Plan for Harley
Arrange longer HOG rides by taking owners views
Improve delivery times
Change or improve Mumbai Dealership
Concentrate on Quality Control
Reduce merchandise prices
Improve spare parts availability Provide better fit and finish
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Thank You
Salil Pawar
Ninad Karandikar
Anurag Choudhary
Sneha Jha