objective and scope of study

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Researchon Bull

Dog

Securities

November 3

2010Study was conducted on pure target audience (expected customers) by

using internet in the form of public thread and questionnaire through

mail, leads were from www.pakwheels.com a website designed for and

run by automobile enthusiasts. 10 questionnaires were filled by ladies

specially chosen from Mon. Gommery Road

To understand

brand

awareness



Brand Research

OBJECTIVE AND SCOPE OF STUDY

Primary objective: To know Brand Awareness of Bull Dog Securities

SAMPLING METHODOLOGY

SAMPLE SIZE: 200 RESPONDENTS

SAMPLING AREA: Lahore, Faisalabad, Multan, Gujranwala, Peshawar

SAMPLING TECHINQUE: used multi stage sampling by first the population targeted is divided into above

mentioned strata then subdivided and choose our target markets and in the end used non probability

sampling and convenience sampling.

Study Area: study was conducted on pure target audience (expected customers) by using internet in the

form of public thread and questionnaire through mail, leads were from www.pakwheels.com a website

designed for and run by automobile enthusiasts. 10 questionnaires were filled by ladies specially chosen

from Mon. Gommery Road

SUMMARIZED ANALYSIS OF THE SURVEY CONDUCTED

Q-1) what is your gender?

Table - 1

GENDER PERCENTAGE FREQUENCY

Male 95 190

Female 5 50



Interpretation

The graphical representation of table shows that out of 200 respondents, 190 were male and 10 were

female

2) How old are you?

TABLE - 2

AGE PERCENTAGE FREQUENCY

17-22 10 20

23-28 10 20

29-34 20 40

35-40 10 20

41-46 30 60

47 AND ABOVE 20 40

0102030405060708090

100110120130

140150160170180190200

percentage frequency

Female

Male



Interpretation

The graphical representation shows that the majority of the respondents were in the age bracket of 41-

46.

Q-3) Income level of respondent family

Table - 3

INCOME LEVEL (6months) PERCENTAGE FREQUENCY

LESS THAN 50,000 7.5 15

50,000 - 1,00,000 22 44

1,00,000 - 3,00,000 35 70

3,00,000 - 5,00,000 19 38

5,00,000 & ABOVE 16.5 33

PERCENTAGE

17-22

23-28

29-34

35-40

41-46

47 AND ABOVE



Interpretation

The graphical representation shows that majority if respondent fall in the income level of 100,000-

300,000.

Q-4) whats the first thing you do after buying a new car?

TABLE - 2

Particulars Number Percentage

Change tires and rims 56 28

Install new music system 32 16

Install security service 98 49

Get a new body work 14 7

0

20

40

60

80

100

LESS THAN

50,00050,000 -

1,00,0001,00,000 -

3,00,0003,00,000 -

5,00,000 5,00,000 &

ABOVE

Income Level (bi-annually)

PERCENTAGE FREQUENCY



Interpretation

The graphical representation shows that the buying security service and related products is top of

buying priority.

Q-5) which of the following attributes you associates with auto accessories product? Give first choice

that passes your mind.

Table - 3

Particulars Numbers Percentage

Affordable 56 28

Reliable 66 33

Stylish 30 15

Appeal to Personality 32 16

Others 16 8

0

10

20

30

40

50

60

70

80

90

100

Change tires

and rims Install new

music system Install security

serviceGet a new

body work

Number

Percentage



Interpretation

The graphical representation shows that the most people associate reliability and affordability with car

accessories

Q-6) which brand would you consider if you were going to buyauto accessories product? Music or

securities relative to choice of task you perform first if music and or security was not your choice

please leave the question!!

Table - 4


Kenwood 12 9.2307

Pioneer 20 15.384

Steel mate 23 17.692

Others (China made or Local

service)

75 57.692

0

10

20

30

40

50

60

70

80

90

100

AffordableReliable

StylishAppeal to

PersonalityOthers

Numbers

Percentage



Interpretation

Most people consider Local (in market and factory fitted) and Chinese products more than others

Q-7) when would you change your car accessories?

Table - 5


When-ever new features come 32 16

When I get bored 10 5

When it stops working 86 43

Probably buy once in five years 56 28

Change my car before time

comes

16 8

Kenwood

9%

Pioneer

15%

Steel mate

18%

Others (China

made or Local

service)

58%

Market Standing



Interpretation

The Pie Chart shows that people buy when they stop working

Q-8) do you consider any company good enough for repeat use and referral?

Table - 6


Definitely Not 45 22.5

Probably Not 16 8

Not Sure 58 29

Probably Yes 62 31

Definitely Yes 19 9.5

When-ever new

features come

16%

When I get bored5%

When it stops

working

43%

Probably buy once

in five years

28%

Change my car

before time comes

8%

Change schedule



Interpretation

The Pie Charts shows that people will probably refer our products to others if it provides good service.

Q-9) Ratea digital signature security system with GSM chip, GPS and Push Start?

Table - 7


Lamest 8 4

Lame 16 8

May be Cool 52 26

Cool 45 22.5

Radical 79 39.5

Definitely Not22%

Probably Not

8%

Not Sure

29%

Probably Yes

31%

Definitely Yes

10%

Market Standing



Interpretation

The Pie Charts shows that the people ratedradical and/or cool to our proposed product

Q-9) What Price would you be willing to pay for these features?

Particular Numbers Percentage

Wont Buy at all 7 3.5

20,000-30,000 54 27

30,000-40,000 79 39.5

40,000-50,000 42 21

50,000-60,000 18 9

Lamest

4%Lame

8%

May be Cool

26%

Cool

22%

Radical

40%

Brand Opportunity



Interpretation

Most people are willing to pay in 30,000-40,000 brackets for our proposed product

Findings

y Majority of the respondent are Male

y Majority of the respondents were in the age bracket of 41-46

y Majority of respondent fall in the income level of 100,000-300,000

y Buying security accessories is top of buying priority list

y For people to actually buy the product it has to be reliable and affordable

y People prefer Chinese and local products over others because they are affordable

y If we deliver good there is a probability that people would refer more customers

y People consider our product worth trying

y People would buy in a price range of 30,000-40,000

Wont Buy at all

3%

20,000-30,000

27%

30,000-40,000

40%

40,000-50,000

21%

50,000-60,000

9%

Brand Pricing



Conclusion

y People immediately after buying a car start thinking of upgrades in terms of tires and rims/

security products.

y Auto accessories brand are mostly targeted towards the male, they should also concentrate on

the potential female segment of the market.

y Auto accessories product are mostly targeted to youth, they should also expand the target

audience age from 41-46

objective and scope of study

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