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035 _a.b12019562
099 9 _aAIT RSPR no.SM-06-30
100 1 _aKumar, Amit
245 1 0 _aBrand positioning and consumer perceptions :
_ba study of Indian premium segment motorcycle market
260 _aPathum Thani, Thailand :
_bAsian Institute of Technology,
_c2006
300 _a65 leaves :
_bill.
490 1 _aResearch studies project report ;
_vno. SM-06-30
502 _aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2006
500 _aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management
520 _aAs 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
650 0 _aMotorcycle industry
_xMarketing
_zIndia
700 1 _aSwierczek, F.W.,
_eChairperson
700 1 _aDimmitt, Nicholas J.,
_eExamination Committee
700 1 _aBeise-Zee, Rian,
_eExamination Committee
710 2 _aAIT Fellowship,
_eScholarship Donor
810 2 _aAsian Institute of Technology.
_tResearch studies project report ;
_vno. SM-06-30
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B10754
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