preferences of consumers on piaggio

8/17/2019 Preferences of Consumers on PIAGGIO

1/42

1.INTRODUCTION

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet customer expectation. It is seen as a key

performance indicator within business and is part of the four perspectives of a

Balanced Scorecard.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become

a key element of business strategy.

There is a substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms.

"Customer satisfaction" is the important statement of the problem in this

proect.

Measuring customer satisfaction

Customer satisfaction refers to the extent to which customers are happy with the

products and services provided by a business. Customer satisfaction levels can

be measured using survey techni!ues and !uestionnaires. "aining high levels of

customer satisfaction is very important to a business because satisfied customers

are most likely to be loyal and to make repeat orders and to use a wide range of

services offered by a business.

1


2/42

2.THEORETICAL AC!ROUND O# $TUD%

Mar&et

The term market may be considered as a convenient meeting place where buyers and sellers

gather together for the exchange of goods and services. #arket means a group of people

having unmet wants, purchasing power to make their demand effective and the will to spend

their income to fulfill those wants.

Mar&eting

#arketing is a comprehensive term and it includes all resources and set of activities necessary

to direct and facilitate the flow of goods and services form the producer to the consumer

through the process of distribution. Businessmen regards marketing as a management

function to plan promote and deliver products to the clients or customers.

Mar&eting Management

Marketing management represents an important functional area of business management

efforts for the flow of goods and services from the producer to the consumers. It looks after

the marketing system of the enterprise. It has to plan and develop the product on the basis of

known customer demand.

Mar&eting Mi'

Marketing mix is the set of marketing tools the firm uses to pursue its marketing obectives in

the target market.

There are four elements or variables that make a marketing mix, they are$

%. &ecisions on product or service.

2


3/42

'. &ecisions on promotion

(. &ecisions on price

). &ecesion on &istribution

Mar&eting Researc(

Marketing research is the systematic gathering, recording and analy*ing of the data about

problems connected to the marketing of goods and services i.e. problems relating to product,

price, promotion and distribution of the )p+s of the marketing mix.#arketing research is

concerned with all those factors, which have a direct impact upon the marketing of products

and services. #arketing research has grown along with the expanded role of marketing as the

focus for the business decisionmaking.

Consumer

- person who purchase or has the capacity to purchase the goods of service often for sale by

the marketing firm in order to satisfy personal need and desires.

)erce*tion

erception is the sensing of stimuli external to the individual organism the act or process of

comprehending the world in which the individual exists.

erception has been defined by social psychologists as the /Complex process0 by which

people select organi*e and interpret sensory stimulation in to a meaningful and coherent

picture of the work.

3


4/42

+.RE$EARCH METHODOLO%

Survey research is the systematic gathering of information from respondents for the purpose

of understanding and1or predicting some aspects of the behaviour of the population of

interest. It is the most common method of collecting primary data for market ing

decisions.Survey research is concerned with administration of !uestionnaires

2interviewing3. The survey research must be concerned with sampling, !uestionnaire

design, !uestionnaire administration and data analysis. The administration of

!uestionnaire to an individual or group of individuals is called an interview. - !uestionnaire

is simply a formali*ed set of !uestions for eliciting information. -s such, its function is

measurement andit represents the most common form of measurement in marketing research.

The report has been prepared as per the information obtained from two sources. They are$

)rimar, -ata/

rimary data consists of original information for the specific purpose at hand. It is first

hand information for the direct users of respondents. The tools used to collect the data may

vary and can be collected through various methods like !uestionnaire, personal interview

$econ-ar, -ata/

Secondary data is the data which is already been collected and assembled. This data is

available with the companies or firms and it can be collected from newspapers, periodicals,

maga*ines, websites etc.

rimary data$

%. Structured !uestionnaire

Secondary data$

%. &ata from various maga*ines especially bike maga*ines.

4


5/42

'. Internet.

Sampling plan $

&ata collected has been analy*ed and interpreted by percentage system and presented in pie

charts.

Sampling frame $

Customers visiting showrooms for servicing their 4espa motorcycles.

Sampling unit$

#otorcycles owners esp. iaggio 4espa motorcycle owners

&esired sample si*e$

- sample si*e of %55 motorcycle owners was specified in 6anded city.

7esearch was undertaken in 4aishnavi motors,6anded.

O0ecties of t(e stu-,

%. The obective of the study is

/#easure customer satisfaction towards 4espa0.

'. To measure customer satisfaction of iaggio 4espa scooter owners.

(. To know the tastes and preferences of people of when it comes to iaggio

Scooters.

). To find the reasons for buying vespa motorcycle.

8. To know the showroom people cooperation 9 availaiblity of acessories.

5


6/42

3. INDU$TR% )RO#ILE

Two:heeler industry is one of the largest industries in the automobile sector of global

market. Being the leader in product and process technologies in the manufacturing sector, ithas been recogni*ed as one of the drivers of economic growth. &uring the last decade, well;

directed efforts have been made to provide a new look to the automobile policy for reali*ing

the sector


7/42

The Indian twowheeler industry made a small beginning in the early 85s when -utomobile

roducts of India 2-I3 started manufacturing scooters in the country. >ntil %?8@, -I and

Anfield were the sole producers.

In %?)@, Baa -uto began trading in imported 4espa scooters and threewheelers. inally, in

%?5, it set up a shop to manufacture them in technical collaboration with iaggio of Italy.

The agreement expired in %?D%.

In the initial stages, the scooter segment was dominated by -IE it was later overtaken by

Baa -uto. -lthough various government and private enterprises entered the fray for

scooters, the only new player that has lasted till today is F#F.

>nder the regulated regime, foreign companies were not allowed to operate in India. It was a

complete seller market with the waiting period for getting a scooter from Baa -uto being as

high as %' years.

However, the major set of reforms was launched in the year 1991 in response to

the major macroeconomic crisis faced by the economy !he industrial policies

shifted from a re"ime of re"ulation and ti"ht control to a more liberali#ed and

competitive era !wo major results of policy chan"es durin" these years in two$

wheeler industry were that the, wea%er players died out "ivin" way to the new

entrants and superior products and a si#eable increase in number of brands

entered the mar%et that compelled the &rms to compete on the basis of product

attributes 'inally, the two$(wheeler industry in the country has been able to

witness a proliferation of brands with introduction of new technolo"y as well as

increase in number of players However, with various policy measures

underta%en in order to increase the competition, thou"h the de"ree of

)


8/42

concentration has been lessened over time, dere"ulation of the industry has not

really resulted in hi"her level of competition

4.COM)AN% )RO#ILE

ounded in %@@),iaggio 9 C. s.p.a is today one of the leading manufacturers of 'wheeler

and small commercial vehicles in the world. :ith its registered office in ontedera2pisa3,

*


9/42

iaggio is the market leader in Aurope and has expanded its operations to ') countries,

including a maor presence in -sian #arkets.

The product range includes Scooters, mopeds and motorcycles starting from 85 to %'55cc

under the piaggio, 4espa, "ileria, -prilia, #oto "u**i, &erbi and Scarabeo brands.The ( and

) wheeled light transportation vehicles are marketed under the -pe, orter and Guargo

brands.

iaggio 4ehicles rivate Fimited 24F3, the pioneer of (wheeler goods transportation in

India, is today the no. % in its class. By setting global standards in vehicle performance and

customer service, it has revolutioni*ed the ( wheeler cargo segment in India. Today thecompany offers a range of passenger and cargo vehicles for many customi*ed applications.

iaggio vehicles are engineered for higher fuel efficiency, rugged performance and

outstanding load carrying capability. Fiving up to iaggio+s core philosophy, all its vehicles

conform to the most stringent emission norms.

4F has now firmly established its position as an undisputed leader in the diesel (w market.

This impressive growth traectory would not be possible without 4F+s advanced 79&

center, modern manufacturing unit and stellar network. In the past %5 years, over %.8 million

Indian transporters have trusted apH for total dependability, reliability and profitability. Today,

lakhs of tonnes of cargo and millions of passengers are transported daily across the country

on the apH.

iaggio India has successfully introduced stateoftheart products with world class

technology in India. Its reputation is built on its efficient network spread across India,

providing worldclass customer care.

.

9


10/42

To be the no.% and the most profitable global player with world class !uality and technologyleadership in the light commercial vehicle category offering transportation solutions for

specific customer needs.

To be perceived as a uni!ue, highimpact, fast response, innovative and growth oriented

company which is known around the world for its unmatched level of excellence.

To become market leader in the light transportation vehicle segment, and achieve the status of

worldclass company which manufactures 9 markets a wide range of high !uality product to

the total satisfaction of customer in the domestic and overseas market by ensuring$

Fow cost of manufacture

Jigh profiable growth

Sustainable domestic 9 global competition #aximised stake holder+s satisfaction and pride

Business Athics

1+


11/42

Cor*orate $ocia5 Res*onsi0i5it,

In order to improve and facilitate public hygiene, 4F has donated apH (wheeler Special

urpose 4ehicles for "arbage Collection 9 Transportation. :ith a view to encourage greater

participation from students as well as institutions, some of our initiatives in this realm are$

• 4F sponsored the 6ational Fevel Science Axhibition, organi*ed by 4idya

ratisthan, 4idya 6agari, #I&C, Baramati, attracted illustrious visitors such as the

then Jon. resident of India, #r. -= -bdul Kalam.

• 4F has sponsored the LInterschool Science Gui* Competition+, an event

organi*ed by 4idya ratisthan+s &. Ad College 2Anglish 9 #arathi medium3,#I&C, Baramati.

• 4F has donated ersonal Computers to schools at Baramati.

• -s a move to promote disciplined driving, 4F has sponsored one of the Traffic

Signals at Baramati.

• 4F has also sponsored the Baton 7ally at Baramati for Commonwealth Mouth

"ames.

11


12/42

)RODUCT )RO#ILE

6E$)A

4F is proud to launch the iconic 4espa in India. 4espa is a uni!ue example of immortaldesign that has gone beyond a mere commuting product to become a part of social history and

way of life.

The 4espa is an ageless brand that is now a symbol of a distinctive lifestyle in market after

market around the world. Invented by iaggio in %?) as the world


13/42

facility, scooter engines for the 4espa and diesel and turbodiesel engines for the commercial

vehicle ranges produced by iaggio in India and in Italy, in ontedera. :ith the opening of

the 4espa production plant, the iaggio "roup industrial complex in Baramati now provides

obs for approximately (,555 workers.

The new 4espa factory is located on an area of more than %85,555 s!uare metres, including a

covered surface area of (',555 s!uare metres. It handles the full 4espa machining cycle, from

welding of the monoco!ues to varnishing and final assembly. The initial production capacity

of the plant, which was built in ust %) months, is %85,555 scooters1yearE capacity will be

raised to (55,555 during '5%( as part of the iaggio group industrial and commercial

program.

#arketing of the 4espa, at ,55 Indian rupees 2e!uivalent to approximately %,555

euro1%,'5 >S& at the current exchange rates3, is currently beginning in India+s (8 largest

cities, through a distribution network already comprising 85 exclusive dealers, on the basis of

a coordinated image system dedicated entirely to the 4espa brand.

13


14/42

What it costs

Ex-showroom Rs 66,000 (Maharashtra)Engine

14


15/42

Fuel Petrol

Installation Inclined from vertical

Type 125cc Single-clinder, !-valve air-cooled, fo"r-stro#e

Compression ratio 10$1

Power 10%06&h' at 500r'm

Torque 1%0#gm at 6000r'm

Power to weight %2&h' 'er tonne

TransmissionType *+

DimensionsLength 10mm

Width 60mm

eight 11.0mm

Wheel !ase 120mm

Chassis " #odyWeight 11.#g

Wheels !-s'o#e allo

Tyres 0/100/10 inches (rontand rear)

MODEL$

L7124

The 4espa FN %'8 is a scooter currently made by iaggio.

The FN %'8 uses the same frame as the FN 85 but features a %'8 cc engine capable of a listed

maximum speed of 8? mph 2?8 km1h3. The FN %'8, like all modern 4espa scooters features a

)stroke single overhead camshaft and steel frame construction. 4espa claims D5OD8 mpg

>S 2(.)O(.% F1%55 kmE @)O?5 mpg3 fuel efficiency.

The FN models feature an automatic tor!ue slave transmission and front disc and rear drum

brakes.

15

http://en.wikipedia.org/wiki/Vespahttp://en.wikipedia.org/wiki/Vespahttp://en.wikipedia.org/wiki/Vespahttp://en.wikipedia.org/wiki/Motor_scooterhttp://en.wikipedia.org/wiki/Motor_scooterhttp://en.wikipedia.org/wiki/Motor_scooterhttp://en.wikipedia.org/wiki/Piaggiohttp://en.wikipedia.org/wiki/Piaggiohttp://en.wikipedia.org/wiki/Motor_scooterhttp://en.wikipedia.org/wiki/Piaggiohttp://en.wikipedia.org/wiki/Vespa


16/42

67124

The 4espa 4N %'8 is the second premium scooter from iaggio. Cosmetically and

mechanically, the scooter is similar to the FN %'8 but there are few improvementsE most

important of them is the '55mm front disc brake setup. The 4espa 4N %'8 features the #7

Papper tubeless tyres and the instrument cluster has been updated to give a fresh look. The

4espa 4N is powered by the same %'8cc singlecylinder air cooled engine which powers its

lower version. The engine develops %5.5bhp of power at D855 rpm which is transmitted to

the rear wheel via a C4T transmission

8. $9OT ANAL%$I$

$trengt(

: Brand itself speaks ick up

:orld wide market

otential arent Brand

9ea&ness

: rice

7eluctant to change

6o scope for semi urban places

Fack of celebrity marketing

Fimited #odels

O**ortunities

: Introducing more models Axpansion Qf territory in semi urban areas

16


17/42

T(reats

:Compeitators

olitical actors

Ficensing1Fegal actors

;.ANAL%$I$ O# DATA COLLECTED

$tatement Of )ro05em

To understand and identify what the consumer feels or perceives about iaggio motor bikes.

This will help the marketer to identify which all are the factors that a consumer looks in to

when he selects a particular bike. -nd also explains how a consumer selects and interprets

the !ualities of bike that iaggio offers.

O0ecties of t(e stu-,

1)


18/42

%. The obective of the study is

/#easure customer satisfaction towards 4espa0.

'. To measure customer satisfaction of iaggio 4espa scooter owners.

(. To know the tastes and preferences of people of when it comes to iaggio Scooters.

). To find the reasons for buying vespa motorcycle.

1.T(e age grou* in


19/42

Respondents

1*$25

26$35

36$5+

5+

Inter*retation @ Ana5,sis

#ost of the respondents lie in the age group of %@'8 i.e (5.ollowed

by (( of which lies under the group of '(8, '? of the respondents

are from the age group of (85 and 5@ of people were lying under age

group of 85 9 above.

2. Res*on-ents 9or& $tatus@Em*5o,ment $tatus

9OR! $TATU$ Res*on-ents

rofessional ((

19


20/42

Business %'

Student 'D

Qthers '@

Repondents

-rofessional

.usiness

/tudent

0thers

Inter*retation @ Ana5,sis

In the above graph we can see the work status in which (( are professionals,

%' are from business category,%' are students and remaining '@ a!uired

by others2 6onrofessionals3.

+.Res*on-ents $ource of A


21/42


22/42

3.Res*on-ents $atisfaction tonsatisfactory 88

Respondents %

es

o

Inter*retation@Ana5,sis

22


23/42

In the above graph it is shown that )8 of respondents are satisfied towards vespa scooter

price and remaining 88 of people are unsatisfied.

4. Res*on-ents rating to


24/42


In the above graph it is shown that ( of people rated "ood,(5 of people rated it as

average and ') of people rated as Axcellent and remaining '5 of people rated it as oor.

8. Res*on-ents $atisfaction To


25/42

Respondents

cellent

7ood

8vera"e

-oor


In the above graph it is showed that ( of people expressed it as Axcellent,'@ of people

said it as good,'' of people said it as average,9 remaining %) of people rated it as poor.

;.Res*on-ents )reference to


26/42

Respondents %

hite

ellow0ran"e

.lac%


In the above graph it is showed that (@ of respondents prefer yellow colour,'@ of people

prefer white,'5 of people prefer for black 9 remaining %) for Qrange.

?.$tisfaction tonsatisfactory ''

26


27/42

Respondents

/atis&ed

:nsatis&ed


In the above graph it is showed that D@ of people are satisfied towards pickup 9

performance and '' people are unsatisfied.

>.Res*onse To


28/42

Axcellent '

"ood )5

-verage '5

oor %)

Respondents

ccellent

7ood

8vera"e

-oor

Inter*retaion@Ana5,sis

:ith respect to !uality in the above graph it is showed that )5 of people rated it as

good,' of people rated it as Axcellent,'5 of people rated it as -verage and %) people

rated it as oor.

1=.Res*onse to


29/42

Attri0utes Res*on-ents

Breaking (5

Safety '

Storage ))

Respondents

.rea%in"

/afety/tora"e


In the above graph it is showed that )) of people like its storage capacity, ' towards its

safety 9 (5 people like its breaking system.

29


30/42

11. Res*onse to


31/42

In the above graph it is demonstrated that ( of respondents choose its acceleration,'@

people choose its riding comfort,''people prefer to style 9 mileage and remaining %)

people reffered it for mileage.

12. Res*onse to


32/42

In the above graph it is demonstrated that @@ of people are satisfied with the cooperation

towards sowroom people 9 %' people are not satisfied.

1+.Res*onse tonsatisfactory )5

32


33/42

Respondents

/

:


In the above graph it is showed that 5 respondents are satisfied towards availability of

spare parts 9 accessories 9 )5 people are unsatisfied.

13. Res*onse to


34/42

Respondents

es

o


In the above graph it is demonstrated that D@ of people say positively regarding

survivalence of the vehicle in market 9 remaining '' of people reacted negatively.

14.Res*onse To


35/42

Recommen-ation Res*on-ents

MAS @'

6Q %@

Respondents

es

o


In the above graph @' of people respond positively toeards recommending the scooter to

others and remaining %@ reacted negatively.

35


36/42

?.#INDIN$B $UE$TION$ CONCLU$ION

#in-ings

• #ore focus was towards >rban -rea.

7elaunch of outdated model lead to disintrest in youth to purchase.

It succeded in attracting professional but failed to reach business people

Fot of dissatisfaction towards price as because of price skimming strategy used by

4espa.

Storage 9 ickup considered to be maor attributes of the vehicle .

#ileage acted as a loophole in sales of a scooter.

Fack of service centres in semiurban places.

$uggestions

. 6eed to expand the territory for semi urban areas.

• #odification or >pdation generates intrest in youth.

36


37/42

• 6eed to improve the boot space of the vehicle so that it acts maor advantage to

business people.

• 6eed to reduce the price as to beat the compeitation.

• Improvement in #ileage

CONCLU$ION

&uring the live proect we found that so many people and officials use vespa bikes because of

pickup. Some of the office going people and students2emale3 prefer vespa because of its

easy handling too.

eople preference to vespa scooters is rapidly increasing because of ickup and satisfactory

aftersale service.

LIMITATION$ O# THE $TUD%.

% The responses given by the respondents may not be true.

' The respondents may be careless in responding to the !uestionnaire.

(. The respondents may be illiterate

3)


38/42

Learning E'*erience

This study made us to understand the demand and factors which affect the buying preference

of a consumer. They always take care of customer taste out of the ) L+s of marketing price,

product plays very important role though promotion doesn+t play that much important role

because in our survey we found that the least factor which affects the consumer to vespa

bikes was promotion, but another fact is that consumers preference is always !uality and

prices of the bike.

This company is maorly influenced by price factor as in this field too many competitors areready to occupy the market share as consumer taste and preference vary according to various

factor so by understanding the consumer need we must fix the competitive price.

The pie chart creates a visual model, which people can use when comparing different data

sets. >sing different colors, pie charts divide information into sections resembling pie slices

which is accompanied by a number of percentages, and its si*e changes accordingly. "raphs

and charts condense large amounts of information into easytounderstand formats that clearly

and effectively communicate important points.

In the near future consumers desires more and more bikes to be introduced in the market andat the same time they should maintain !uality because most of the consumers prefer 4espa

scooter by !uality .

3*


39/42

ANNE7URE

UE$TIONNAIRE

Hello, = am /ushma >ondalwar 'rom =!< anded, under"one into a

mar%etin" research on ?@:/!0ondalwar

e" oD

1ame D

28"e "roup D aE1*$25 bE26$35 cE36$5+ dE5+

39


40/42

37ender D aE


41/42

11hat do you feel about the Cuality of vespa scooterF

aEcellent bE7ood cE8vera"e dE-oor

12hat you feel about the desi"n of vespa scooterF

aEcellent bE7ood cE8vera"e dE-oor

13How do you feel about the G8ttributesE brea%in" system, safety features

and stora"e space of vespa scooterF

@II

! 700;

8A87 -00

.rea%in"

/afety

/tora"e

14hat feature attracted you to purchase vespa scooterF

41


42/42

aE/tyle ;esi"n bE8cceleration -ic%up cEidin" comfort

;E

preferences of consumers on piaggio

Documents