Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2006

A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management

As per the Indian Motorcycle market, the Premium segment is defined on the basis of Price and Power (close to 150cc bikes priced within the range of Rs 47000 - 59000). The premium segment brands, which presently exist in the market, arc Pulsar, CBZ, Fiero, Unicorn, Beamer, and Grapter. A premium segment is broadly positioned on Power, Performance, Looks, and Style and reference group. This Project is focused on studying the three major premium segments brands i.e. Bajaj-Pulsar, Hero-Honda-CBZ, and TVS Fiero. This project study is an endeavor to find out how are these three brands positioned. Conducting a Descriptive Research, using a closed-ended questionnaire and thus studying the consumers' perceptions on these brands has made this possible. This project study Report is a comprehensive material on the topic studied as it includes conceptual framework, Literature survey, Study of Indian Motorcycle market, and Primary research which is descriptive in nature. As per the findings, Performance, Conspicuousness, Technical aspects, Sporty looks, and safety are the five most important factors as far as premium segment is concerned. The three brand under consideration CBZ is perceived as young, Pulsar as Sophisticated and Fiero as soft. Project includes details on the Brand Personification, user & usage imagery, competitive aspects of considered brands building a brand tool which could be aid to the marketers and to what extent these brands are perceived as similar or dissimilar