from this particular group do not typically possess the afford ability of a brand new car which...

8/9/2019 From This Particular Group Do Not Typically Possess the Afford Ability of a Brand New Car Which Makes Them More Skeptical Towards the Opportunity of Experiencing the Spirit

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5.2 Specific Objectives:

1. To identify where a local car brand will stand competing with other established foreignbrands2. To find out to what extent a local car brand can capture the potential lower incomemarket with the price advantage.3. To find out to what extent a local car brand can capture the potential lower incomemarket with the price advantage.11

.0 SCOPE

The research tries to look into the initial stages of establishment of a local car brand and the preferences of the target market. The research looks into how much will the designers design

can effect the buying decision of the target market and the factors that are needed to consider before designing a Bangladeshi Car Brand.

6.1 Source of Information:1. Owners of Different Car Outlets in Dhaka2. Middle Income group based in Dhakaa.Public Service holder

b. Private Service holderc. Self Employed3. BARVIDA (Bangladesh Reconditioned Vehicles Importers & Distribution Association)6.2 Types of Information:

1. Local brand acceptance.

2. Durability concerns3. The extent of requirement of a stylish car4. Features required5. Priority features : price, feature, durability, style6. Brand features7. Concerns of the designer7.0 LIMITATIONS

. The research survey was conducted mainly on the people from Dhaka of required income range. Buying preferences can be different for different for outside Dhaka.

b. The research looks at initial preferences. Further research can take place increation of a brand image for the local brand.12

8.0 METHODOLOGY

This study assesses the utility of a local car brand to the middle income group of Bangladesh. The research is cross sectional by nature. At the first phase qualitative research was

undertaken. This was covered through Secondary Literature Survey and Primary Qualitative Analysis. Two car retailers were interviewed as one had the experience of dealing mostly with

corporate clients and the other having first hand experience of dealing directly with consumers. To assess the utility of cars, initially identifying the underlying factors of utility that consumers


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seek from an existing imported car is necessary. Thereby, matching with those features, additional different features, which came out from a potential consumer FGD, were tested at

different scenarios. The FGD participants were of same age group but having different occupation. Thus varied perception of consumers came into scenario. To assess all those factors and

utilities, a structured questionnaire was prepared to test the outcomes of the discussion. The questionnaire primarily found out the need of a car to the respondent. Thereby assessing the

validity of the respondents, the utilities of a car is measured.9.0 QUALITATIVE RESEARCH

9.1 Literature Review:Literature on car assembly plants or even on cars is a rarity at a national level. HoweverSecondary data has been considered greatly from international publications.1.Bangladesh Bank import payments: The import payments made for importing cars overlast 5 years.(Import payments Archive: (http://www.bangladesh-bank.org/)

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When asked about the fundamental aspects which they find most significant whilepurchasing a car their response entailed-

o

Priceo

Brando

Designo

Resell valueo

Fuel Efficiencyo

Engine Powero

Origino

Serviceabilityo

Availability of Spare Parts

When asked about the preferred origin of a car most of them responded for Japanese andEuropean Cars.

Most of the discussants agreed that their purchasing decision might get influenced when a local car is offered at 25% less price, although a few of them demanded further reduction (up to

40%).Most of the participants think price for a local car should not exceed BDT 6-7 lakh.

While asked for the required features the following came forward:o

Designo

Fuel Efficiencyo

Built in CNG Engine

o

Easy availability of Spares

o

Price

o

Serviceability


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o

Resell Value

The required engine power was 1500cc for the most and they expect the engine to run

more than 8 km/ltr.

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Most of the participants were willing to pay a marked up price for servicing as for

originality but will not buy a local car if spares are costly.

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10.0 CONCEPTUAL MODEL


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Affordability

range

Switch to local brand

Design

acceptance

Buying decision

changing ratio

Designing

Local brand

Transport

Preference

Feature

Preference

Origin

Preference

Design

Preference

Modification

Preference

Designer Effect

Income

transport

Maintainability


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Preference

DifferencesD

Sd

Brand

Preference

Tax

Advantage

Transport

Cost

Pride

Concerns

from this particular group do not typically possess the afford ability of a brand new car which...

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