03733nas a2200445 a 4500 20260817171718.0 070822s2006 th uu|m rtt 0| a1eng d .b12019562 AIT RSPR no.SM-06-30 Kumar, Amit Brand positioning and consumer perceptions : a study of Indian premium segment motorcycle market Pathum Thani, Thailand : Asian Institute of Technology, 2006 65 leaves : ill. Research studies project report ; no. SM-06-30 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 Motorcycle industry Marketing India Swierczek, F.W., Chairperson Dimmitt, Nicholas J., Examination Committee Beise-Zee, Rian, Examination Committee AIT Fellowship, Scholarship Donor Asian Institute of Technology. Research studies project report ; no. SM-06-30 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B10754 .b12019562 mnait u 240913 0 070822 m a u 0 mnait mnait mnarc mnarc 22 40 20 Barcode : 30050120663629 CREATED : 2012-01-11 RECORD # : i12712395 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120377659 CREATED : 2016-05-27 RECORD # : i12999805 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050120998850 CREATED : 2020-05-25 RECORD # : i13272615 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050121019342 CREATED : 2020-09-13 RECORD # : i13295184 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 13262 13262 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-06-30 30050120663629 2026-08-17 17:17:18 3 2026-08-17 22 0 0 0 0 MAIN MAIN mnarc 2026-08-17 0 AIT RSPR no.SM-06-30 30050120377659 2026-08-17 17:17:18 1 2026-08-17 40 0 0 0 0 MAIN MAIN mnait 2026-08-17 0 AIT RSPR no.SM-06-30 30050120998850 2026-08-17 17:17:18 1 2026-08-17 20 0 0 0 0 MAIN MAIN mnait 2026-08-17 0 AIT RSPR no.SM-06-30 30050121019342 2026-08-17 17:17:18 2 2026-08-17 20