A STUDY ON THE

FACTORS LEADING TO
THE PURCHASE OF
MOTORBIKES

Research and Compiled By:

Rizwan Aziz
2411106014

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 FINAL PROJECT
A STUDY ON THE FACTORS LEADING TO THE
PURCHASE OF MOTORBIKES

Preston University,
North Nazimabad Compus, Karachi.

Research and Compiled By:

Rizwan Aziz
2411106014

Submitted To:
Mr. Khalid Pahore
Date: 30th June 2009

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 DECLARATION

I hereby declare that this project titled “A study on the factors leading to the purchase of
motorbikes” submitted by me to Preston University, in partial fulfillment of requirements of
BBA program is a bonafide work carried by me under the guidance of Mr. Khalid Pahore.
This has not been submitted earlier to any other University or Institution for the award of any
degree diploma/ certificate or published any time before.

Place: Karachi, Pakistan Mr. Khalid

Pahore

Date:

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 CERTIFICATE FROM GUIDE & HEAD OF THE
INSTITUTION

Certified that this project entitled “A study on the factors leading to the purchase of

motorbikes” submitted in partial fulfillment for BBA Degree of Preston University was

carried out by Mr. Zubair Naikzad under the guidance of Mr. Khalid Pahore. This has
not been submitted to any other university or institution for the award of any degree/
diploma/ certificate.

GUIDE SENIOR
PROGRAMME DIRECTOR

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 DEDICATION

I dedicate my project to my beloved mother and father who both supports and
encourages me at every stage of my life and especially in this project and also my
teachers and my friend Zubair Naikzad for their guidance and moral support in
completion of this project.

“God Bless All of Them”

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 ACKNOWLEDGEMENT

By grace of AL-Mighty Allah, I have completed my Final Project of BBA. I

would like to thank my teachers in Preston University who gave us lots of help
and suggestions. Special thanks to Sir Khalid Pahore for helping us a lot and
providing valuable suggestions, guidelines and moral support.

I would also like to thanks Professor Mr. Sibaty Amir, who guide me too much in
my project.

I also like to thank my friend Zubair Naikzad who helps me a lot whenever I
needed especially in gathering the information.

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 Table of Contents
Preface........................................................................................................................................9
APPENDICES

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Preface

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CHAPTER 1

INTRODUCTION

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 1. INTRODUCTION

1.1 GENERAL INTRODUCTION TO THE STUDY

Two-Wheeler 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, it
has been recognized as one of the drivers of economic growth. During the last decade, well¬-
directed efforts have been made to provide a new look to the automobile policy for realizing
the sector's full potential for the economy. The liberalization policies have led to continuous
increase in competition which has ultimately resulted in modernization in line with the global
standards as well as in substantial cut in prices. Aggressive marketing by the auto finance
companies have also played a significant role in boosting automobile demand, especially
from the population in the middle income group.

Presently many international brands like Honda, Suzuki, etc. are competing with Pakistani
brands such as Hero, Star etc. to capture Pakistani markets.
These aggressive marketing strategies have resulted in making the consumer the major key
for success in the industry. Each product offering is now designed to meet and exceed the
expectations of the consumer. But understanding consumer behaviour and knowing
consumers is never simple. And it is more difficult that to understand what a consumer
perceives about the product. Customers may say one thing but do another. They may not be
in touch with their deeper motivations. They may respond to influences that change their
minds at the last moment.

1.2 THEORETICAL BACKGROUND OF STUDY

1.2.1. Market
The term market may be considered as a convenient meeting place where buyers and sellers
gather together for the exchange of goods and services. Market 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. Today a market is equated with the total demand.
The American marketing association defines a market, ‘as the aggregate demand of potential
buyers for a product or service’.
Under keen competition, a marketer wants to create or capture and retain the market i.e.
customer demand through an appropriate marketing mix offered to a target market. The
market offering i.e. supply must meet customer demand, which are unmet needs and desires.

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1.2.2. Marketing
Marketing 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.
Human efforts, finance and management constitute the primary resources in marketing.
We have twin activities, which are most significant in marketing:

1. Matching the product with demand i.e. customer needs and desires or the target market.
2. The transfer of ownership and possession at every stage in the flow of goods from the
primary producer to the ultimate consumer.

The American marketing association defines marketing as the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and services to
create exchanges that satisfy individual and organizational objectives.

1.2.3. Marketing 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.
Marketing management may be defined as, ‘a process of management of marketing programs
for accomplishing organizational goals and objectives’.
Marketing management has to build up appropriate marketing plan or marketing mix to fulfill
the set goals of the business. It has to formulate sound marketing policies and programs. It
looks after their implementation and control. It has to implement marketing strategies,
programs and campaigns. It must evaluate the effectiveness of each part of marketing mix
and introduce necessary modifications to remove discrepancies in the actual execution of
plans, policies, strategies, procedures and programs.

1.2.4. Marketing Mix

Marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in
the target market.

There are four elements or variables that make a marketing mix, they are:
1. Decisions on product or service.
2. Decisions on promotion

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3. Decisions on price
4. Decisions on distribution.
The four ingredients are closely interrelated. Under the systems approach the decision in one
area affects action in the other. Marketing mix decisions constitute a large part of marketing
management.
According to Philip Kotler the term marketing mix is, ‘the set of controllable variables that
the firm can use to influence the buyers response’. In the simplest manner, the basic
marketing mix is the blending of four inputs or sub mixes, which form the core of the
marketing system.
Product mix decision refers to decisions on product variety, quality, design, features, brand
image, packaging, sizes, services, warranties and returns.
Price mix decision refers to decisions on the product list price, discounts, allowances, and
payment period and credit terms available.
Place mix decision refers to decisions on the channels, coverage, assortments, locations,
inventory and transport of the market offering.
Promotion mix decisions refer to decisions on the products advertising, sales promotion, sales
force, public relations and direct marketing. Together they form the four P’s of marketing.

1.2.5. Marketing Planning

A marketing plan lies down in writing the marketing objectives, programs and policies to be
adopted to achieve the set marketing objectives. Even before an integrated marketing plan is
prepared the company shall prepare functional plan for each component of marketing mix. To
have a sound marketing plan, every operation is to be examined and the problems are to be
identified. The overall marketing plan should be linked to the distribution channel of the
company to have effective marketing operations.
The marketing planning covers the preparation of functional plans, integration of this plan
and the preparation of master marketing plan to serve the objective of the organization.
Marketing planning is bound to get a better hold of environmental factor.

1.2.6. Marketing Research

Marketing research is the systematic gathering, recording and analyzing 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 4p’s of the marketing mix.
Marketing research is concerned with all those factors, which have a direct impact upon the
marketing of products and services. Marketing research has grown along with the expanded
role of marketing as the focus for the business decision-making.

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 1.2.7 Need of marketing research
Marketing research is conducted for different purposes. They are:
1. To estimate the potential market for a new product.
2. To know the reactions of consumers to a product already existing in the market.
3. To find out the general marketing condition and tendencies.
4. To know the types of consumer buying and their buying motives.
5. To know the reactions of failure of a product already in the market.
6. To assess the strength and weakness of competitors.

1.2.8 Consumer
A 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.

1.2.9 Perception
Perception is the sensing of stimuli external to the individual organism the act or process of
comprehending the world in which the individual exists.
Perception has been defined by social psychologists as the “Complex process” by which
people select organize and interpret sensory stimulation in to a meaningful and coherent
picture of the work.

1.2.10 Attitude
Social psychologist defined attitude as an emotionalized predisposition to respond positively
or negatively to an object. Predisposition can be thought of as categories of meaning stored in
the memory of a person and are based on previous experience. Predisposing the person to
have in specific manner towards a certain objects in the environment.

1.2.11 Brand
A brand is a name, term, symbol, design or a combination of them which is intended to
identify the goods or services of one seller or group of sellers and to differentiate them from
those of competitors.

1.2.12. Consumer Behavior

The term consumer behavior can be defined, as, ‘the behavior that the consumer display in
searching for, purchasing, using and evaluating products, services and ideas, which they
expect, will satisfy their needs’. The study of consumer behavior enables marketers to
understand and predict consumer behavior in the market place; it also promotes
understanding of the role that consumption plays in the lives of individuals.

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Consumer behavior refers to all psychological social and physical behavior of potential
consumers as they become aware of, evaluate, purchase and consume and tell others about
products and services. It is the pattern of response of buyers to marketing offer of a firm. It
refers to the process as how consumers make their purchase decisions. It is concerned with
what, why, how much, when and from whom buyers make their purchases of goods and
services.

1.2.13 Model of consumer behavior

The starting point of understanding consumer behavior is the stimulus-response model.
Marketing and environmental stimuli enter the buyer’s consciousness. The buyer’s
characteristics and decision process lead to certain purchase decisions. The marketer’s task is
to understand what happens in the buyer’s consciousness between the arrival of outside
stimuli and the buyers purchase decisions.

1.2.14. Major Factors Influencing Consumer Behavior

Consumers buying behavior is influenced by cultural, social, personal and psychological
factors.
Cultural Factors
Cultural factors exert the broadest and deepest influence on consumer behavior. The roles
played by the buyers culture, subculture and social class are particularly important.

○ Culture
Culture refers to that complex whole which includes in it knowledge, beliefs, art or
anything man acquires as a member of society.

○ Subculture
Each culture consists of smaller subcultures that provide more specific identification and
socialization for their members. Sub cultures include nationalities, religions, racial groups
and geographic regions.

○ Social Class
Virtually all-human societies exhibit social stratification. Stratification sometimes takes
the form of a caste system where the members of different castes are reared for certain
roles and cannot change their caste membership more frequently; stratification takes the
form of social class.

Social Factors
○ Reference Groups

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 A persons reference groups consists of all the groups that have a direct or indirect
influence on the person’s attitudes or behavior.

○ Family
The family is the most important consumer buying organization in the society and it
constitutes the most influential primary reference group.

○ Roles and statuses

A person participates in many groups, family, clubs, organizations etc. The person’s
position in each group can be defined in terms of role and status. A role consists of the
activities that a person is expected to perform. Each role carries a status.

Personal Factors
○ Age and stage in the life cycle
People buy different goods and services over their lifetime. Taste in clothes, furniture and
recreation is all age related.

Consumption is shaped by the family life cycle. Marketers often choose life-cycle groups
as their target market.

○ Occupation and economic circumstances

Occupation also influences a person’s consumption pattern.

Product choice is greatly affected by economic circumstances; spendable income, savings

and assets, debts, borrowing power and attitude toward spending versus saving.

○ Lifestyle
People from the same subculture, social class, and occupation may lead quite different
lifestyles. A lifestyle is the person’s pattern of living in the world expressed in activities,
interests and opinions. Lifestyle portrays the world person interacting with his or her
environment.

○ Personality and self concept

Each person has a distinct personality that influences buying behavior. It is that
distinguishing psychological characteristics that lead to relatively consistent and enduring
responses to environment. Related to personality is self-concept or self image. Marketers
try to develop brand images that match target markets self image.

Psychological Factors
○ Motivation

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A person has many needs at a given time. A need becomes a motive when it is aroused to
a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the
person to act.

○ Perception
Perception is the process by which an individual selects, organizes and interprets
information inputs to create a meaningful picture of the world. How a, motivated person
actually acts is influenced by his or her perceptions of the situation.

○ Learning
When people act they learn. Learning involves changes in an individual’s behavior
arising from experience. Learning theory teaches marketers that they can build up
demand for a product by associating it with strong drives, using motivating cues and
positive reinforcement.

○ Beliefs and attitudes

Through doing and learning, people acquire beliefs and attitudes. These in turn influence
buying behavior. A belief is a descriptive thought that a person holds about something.
The beliefs make up product and brand images and people act on these images.

An attitude is a person enduring favorable or unfavorable evaluations, emotion feelings

and action tendencies toward some object or idea. Thus a company would be well advised
to fit product into existing attitudes rather than try and change people’s attitudes.

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CHAPTER 2

RESEARCH DESIGN

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 2. RESEARCH DESIGN
2.1 Introduction

The two wheeler industry in Pakistan collectively produces 5 Lakh vehicles a year. Some
players have managed to cut through consumer resistance with innovation, pricing and
aggressive marketing. The competition level in the two wheeler industry is very high now.
Many brands are fighting in the market for maximum share. They have to bring out a lot of
differentiation among them. The major duty of the marketer is to know the reasons for
preferring particular motor bike by the consumers.

2.2 Review of Literature

The Customer Perception Report includes questions in four key areas, Expectations, Purchase
Decisions, Customer Service, and Future Purchases. So the customer should be invited to
participate in the survey. Setting realistic expectations during the sales process is a vital
component of making happy customers. How a company sets and meets product and service
expectations plays a pivotal role in fashioning customer opinions. How a company meets or
exceeds expectations is measured in three important areas: product/service, support, and
price. These three areas will be used to factor a score for the Expectations category. The
results of the three questions will be used to factor an overall expectations perception score.
The Purchase Decision category gives us a better understanding of how the customer
perceives the purchase process. Two key areas for questions include an open ended question
on why they purchased and a ratings question on their experience. The rating
Question data will be used for the analysis of Purchase Decision category. The open ended
responses from the “Why” questions will be used for product strengths analysis. The results
of the purchase experience question will be used for the overall Purchase perception analysis.
Customer service is one of the most important differentiations a company can have. For this
report, customers will rate a company in three key areas: customer service, timeliness for
problem resolution, and expertise. These three areas will be used to factor a score for the
Customer Service category.

2.3 Purpose of Literature Review

Literature review is one of the prime parts of every project. The very basic purpose of the
literature review is to gain insight on the theoretical background of the research problem. It
helps the researcher to gain strong theoretical basis of the problem under study and also help
to explore whether any one has done research on the related issue. That’s why literature

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review helps one to find out the path of problem solving. In this regards the very basic
purpose of the literature review in this dissertation is same as mentioned

2.4 Statement of the Problem

We want to find out the main buying factor which influence towards the buying decision of
motor cycle, choice of brand, budget limitation, mobility convince, parking problem, and
maintenance at low cost.

2.5 Need of the study

We observed that in a last two decades, peoples are mostly liken to acquire the motorbikes
for daily usage, and we also observed due to this buying trend so many new companies arrive
in Pakistan to introduce new brands in Pakistani Market. There is no doubt that the old
companies market share is falling down. So this study will help to understand and identify
what the consumer feels or perceives about 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.
And also explains how a consumer selects and interprets the qualities of bike.

2.6 Objectives of the Study

The research has been undertaken with following hypothesis:

1. To analysis people perception towards the motor cycle brands.
2. To get feedback what people expect from motor cycle.
3. To analyze people perception towards services offered by different makes
performance of the motor cycle.
4. Analysis financial factor influence buy process of motor cycle

2.6 Methodology

The research will be done through survey method. The collection of data will be done
through questionnaire, interview and related websites

The sample size taken for this research is 200 customers those who are having motor bikes.

The area of this survey consists of Karachi city.

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The collection of data will be done with the help of a structured questionnaire. The designing
of questionnaire needs precision and classification of the subject, so that the respondents can
easily understand the question and can answer it sincerely and correctly.

2.7 Sources of Data

Primary data:-

Primary 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 questionnaire, personal interview

Secondary data:-

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,
magazines, websites etc.

Sample Design

Sample

The sample size taken for this research is 200 customers having motorbikes.

Sampling Technique

Convenient Sampling technique is used for this project.

Data Collection Tool

Questionnaires will be used as the primary form of collecting data.

Statistical techniques

1. Bar Diagrams

2. Pie-Chart

Statistical tools

1. Statistical software like SPSS 17.0

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2.8 Scope of the study:-
The study helps in having an awareness of customer satisfaction towards motorbike
usage. As the vehicle had a good convenient transportation in town of Karachi, this study will
help to know that how motorcycle increase their grip in vehicle industry. It also helps us to
increase our practical knowledge towards marketing of a motorbike.

2.9 Limitations of the study:-

a) In this study it is not possible to collect the opinion of all the customers owing to
personal constraints. So the assumptions are drawn on the basis of the information
given by the respondents.

b) The study needs to be completed within a specified time of one month and in
certain restricted areas. So the findings cannot be generalized as a whole.

2.10 CHAPTERIZATION
1. Introduction

2. Research Methodology

3. Profile of the Industry

4. Analysis of the Data Collected

5. Finding and Conclusion

Bibliography

Appendix

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CHAPTER 3
PROFILE OF THE
INDUSTRY

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 3. PROFILE OF INDUSTRY
3.1 ANALYSIS OF PAKISTANI INDUSTRY

Auto market is one of the largest segments in world trade. Changing models, improving fuel
efficiency, cutting costs and enhancing user comfort without compromising quality are the
most important challenges of the auto industry in a fast globalizing world.

The first phase of automotive assembling in Pakistan started in 1950 with Bed Ford truck
followed by Ford Prefect, Ford Cortina and Dodge Dart. The indigenized parts in these
vehicles did not exceed 20% with only exception of Bed Ford trucks with a deletion level of
80%. By the end of 70s practically all automobile assembling in Pakistan ceased.

The 2nd phase of Automobile assembly started in 1983 with the introduction of FX 800 CC
Suzuki Car. In 1989 Pak. Suzuki changed the Model of FX 800 CC with Mehran 800CC. Pak
Suzuki thereafter in 1992 introduced Khyber 1000 CC and 1300 CC Margalla but the
indigenization levels from 1983 to 1995 were not significant (i.e. Mehran 30%, Khyber 20%,
and Margalla, 15%).

In 1993, Indus Motors Company Ltd., Karachi introduced Toyota Corolla. Honda Atlas cars
(Pak) Ltd Lahore in 1994 introduced Honda Civic having 1300CC engine capacity. Indus
Motors, Dewan Farooq Motors and Pak Suzuki introduced smaller Cars i.e. Cuore, Cultus
and Santro of engine capacities 850 cc, 1000 cc respectively in 2000.

This was known as era of competitiveness. Up to 1995, the deletion cell of MOI&P was
formulating and monitoring the deletion programs. The industry specific deletion programs
were formulated to specify local content requirements for cars, motorcycles, Buses and
Trucks Tractors etc.

The deletion policy finalized in 1996 has the following features:

• Industry Specific Deletion program.

• No roll back from achieved Deletion Levels.

• Even handled Tariff Protection at all levels of processing. The deletion levels were finalized
by the sub-committees for cars, LCVs, Motorcycles and tractors etc., constituted by
indigenization committee of EDB on the basis of technology levels prevalent in the
engineering industry of Pakistan. The Industry specific deletion program (ISDP) books were
published and distributed amongst the stakeholders, which resulted in a significant
improvement in indigenization.

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3.2 Major Policies after year 2005

1. Tariff Based Systems (TBS)

2. Auto Industry Development Program (AIDP).

FINAL REPORT

July 1st 2006, the deletion programs for the Automotive Sector have been replaced by the
Tariff Based System (TBS). The deletion programs have gradually been phased out under the
WTO regime to become TRIMs compliant. The TBS is the outcome of a long drawn
consultative dialogue between all stakeholders including OEMs and Vendors, belonging to
different sub-sectors of the Automobile Industry. The TBS has been developed with the
following overriding objectives:

• Preservation & promotion of technologies that have been developed in the country
• Protection to the present job structure in the auto sector.
• Promote job creation
• Protect the existing & planned investment by the OEMs & Vendors
• Promote new investment
• Expand the consumer base to create economies of scale

The basic framework of Tariff Based System is as under:

1. Imports in CKD condition would be allowed only to assemblers having adequate
assembly facilities and registered as such by the concerned Federal Government
Agency.

2. Parts/ components indigenized by June 2004 have been placed at higher rate of
Customs Duty.

3. Parts not indigenized would be allowed at CKD rate of Custom Duty.

Introduction of Statutory Regulatory Order (SRO):

1. SRO 656 (I) / 2006 dated June 22, 2006 (For OEMs)
2. SRO 693 (I) / 2006 dated July 1, 2006 (For OEMs)
3. SRO 655(I) / 2006 dated June 22, 2006 (For Vendors)

For the purpose to handle the switching from ISDP to TBS and to ensure stable policies the
consultations on the development of AIDP kicked off from the 8 March, 2006 Workshop at

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Islamabad by clearly defining the objectives at a time when the industry was switching over
from the deletion programs to a competitive tariff based system. There was realization that
the transition phase may affect the rapid growth and sustainable development of auto
industry. A comprehensive development program with pre-announced tariffs to provide
predictable and stable environment was therefore much needed and the finalization and
approval of AIDP by the government was held on 13th November, 2007.

Policy Wise Growth of Auto Sector (PC + LCV):

The automobile industry in Pakistan can be broadly categorized into following segments:
• Cars and Light Commercial Vehicles (LCVs)
• Two and Three Wheelers
• Tractors

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 • Trucks and Buses
• Vendor Industry.

The industry operates under franchise and technical cooperation agreements with Japanese,
European and Korean manufacturers.

3.3 Problems Faced By the Automobile Industry

The automobile industry of Pakistan is an oligopoly with 22 automobile OEMs producing
passenger cars, commercial vehicles, tractors and motor cycles in collaboration with Japanese
and Korean manufacturers. The major assemblers/manufacturers are Pak Suzuki Motor Co.
Ltd., Honda Atlas Cars (Pakistan) Ltd., Hinopak Motor Ltd., Indus Motor Co. Ltd.,
Ghandhara Nissan Ltd., Ghandhara Industries Ltd., Atlas Honda, Suzuki Motor Cycles Co. of
Pakistan Ltd., Dewan Farooque Motors Ltd., World Korean Motors Ltd. (Pakistan), Allied
Motors Ltd. and Fateh Motors Ltd, a lot of other Chinese companies have also entered the
market like Cherry QQ . It faces a number of obstacles:
• The Vendor industry plays a critical role in the growth of auto industry as all the
component parts are not manufactured under one roof. Development of vendor
industry would be able to expand the employment opportunities, reduce cost of
production, pre-empt imports and help achieve deletion programmes. There are four
sources of spare parts, namely imports ($70 million annually), smuggling, vendor
industry in organized sector and unorganized sector. Organized sector consists of
some 350 units such as Agriauto Industries Ltd., Allwin Engineering Industries, Bolan
Castings Ltd., Exide Pakistan Ltd., Atlas Battery Ltd., Axle Products Ltd.,
Baluchistan Wheels Ltd., General Tyre and Rubber Company Ltd., Loads Ltd.,
Gandhi Engineering Works, Thai Engineering, Mali Auto and Agricultural Industries
Ltd. Rae Engineering Ltd., Transmission Engineering Industries Ltd. and Sind
Engineering (Put) Ltd., supplying different parts namely axle products, auto filter,
wheel, tire, gasket, engine valve, shock absorber, automotive pump, piston radiator,
radiator core, fly wheel, battery, etc.

• In addition, there is a slew of small units in the unorganized sector located mostly in
Karachi, Lahore and Gujranwala which fabricate smaller parts (without brands or
names of manufacturer) such as ignition control system, micro touch button, dash
board light indicator, built alarm system, door operating system, handle lock
revolving warning light and horn. These are much cheaper than those produced under
brand names or imported and, therefore, command a big market, as disclosed by a

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 spare parts dealer. The unorganized vendor industry is producing quality products
imitating foreign makes with extraordinary skill and expertise of the experienced but
unqualified workers. The quality is improving with keen competition among the
workers.
The vendor market hasn’t developed to the extent that it can provide the same quality
supplies as that of imports. Unabated smuggling of auto parts has hamstrung the
development of vendor industry. It will take a few years to meet the entire demand of
spare parts for expanding the automobile industry.

• The total auto market exceeds $1 billion, of which half is serviced by local
production. Motor vehicles worth $300 -$400 million are imported annually besides
import of other transport equipment worth $150- $200 million forming 4 to 5 per cent
of the total import bill. During 1999-2000, the production and import of cars stood at
62,500 (32,500 and 30,000 respectively) falling from 85,000 (39000 and 46000
respectively) due to rising value of Japanese Yen and slackness in the economy.

• The market conditions for truck and bus industry have deteriorated during the past
few years to a seemingly irreparable extent. The capital and operational cost of
commercial vehicles has increased to an alarming limit while the revenue did not
increase correspondingly. The manufacturing of medium and heavy transport
equipment has become an unprofitable business. Therefore, the capacity utilization of
truck and bus industry is less than 7 per cent as the production is 1000 compared to
annual installed capacity of 15,000. One reason is the increased import of CBU buses
in recent years.

• The government has been urging the auto industry to explore ways and means for
boosting exports and criticized the inexorable jump in prices of car in the short span
of time, rendering it beyond the reach of middle class. It is observed that local car
market, particularly of small brands is much bigger but it remained limited due to
high prices. For example, 800 CC cars are 30 per cent dearer in Pakistan than in India.

• Like other industries, automobile industry suffers from a high cost of production
because of heavy import component as the plants are merely engaged in assembling
rather than "manufacturing". Escalating input prices such as power and raw materials,
mounting taxes, and high wages relative to productivity add to this cost.

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• Our automobile industry does not enjoy economies of large-scale production, contrary
to industrialized nations where output of cars runs into millions resulting in lower cost
per unit.

• The industry is far behind the schedule of deletion program as indicated by WTO. It is
simply importing CKD kits to assemble vehicles locally, which means minimum
inclusion of local components. The result is inflated profits for foreign-based
manufactures, fewer employment opportunities for local engineering sector, little
technology inflows and inflated market rates for the locally manufactured
automobiles.
The Pakistan Association of Automotive Parts and Accessories Manufacturers
(PAAPAM) have been calling for an upward revision of deletion program. The
automakers have been asked to indicate the deletion program and achieve an optimum
within four years, coinciding with the period of the textile quota termination. This
places considerable stress on the manufacturers, especially in times of rising costs.

• Reduction in customs duty on automobiles and spare parts has caused erosion in the
viability and competitiveness of the local industry. The industry's demand for
immediate protection against imports may not be easy to accede. Under the existing
covenants of WTO, import duties are required to be gradually reduced. The all-
important aspect in the local manufacturers is the need to improve the quality of
goods to conform to international standards. At the same time, technological
innovations should also be assiduously pursued which alone can ensure production of
superior quality finished goods and high level of capacity utilization in local industry.

• Transfer of the state-of-art technology from parent companies of Japan and Korea is
one of the most important areas of automobile industry. Unfortunately, Pakistan has
not been able to derive maximum benefits in terms of technical know-how,
production technology, quality control, post-sale servicing, etc, to the mutual
advantage of the manufacturer and consumer.

• Smuggling of cars from neighboring countries.

• The expansion of capacity and the distribution of volume of different models and
makes within the auto industry prevent them from realizing economies of scale.

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 • The rise in new entrants is adding more capacity to the surplus pool threatening levels
of the industry.

3.4 Current Investment, Contribution to GDP and Revenue to GOP:

Description 2007-2008
Total Investment Rs. 100 Billion
Total Contribution to GDP 3.5% Total
Revenue to GOP 10%
Source: PAMA

• In 2007-2008 total investment in auto sector is about Rs. 100 Billion.

• In 2007-2008 total contribution of large scale manufacturing is 15% out of which auto
sector contributes 3.5% to GDP.
• In 2007-2008 the contribution of revenue to Government of Pakistan by auto sector in
the form of taxes is recorded 10% which is approximately Rs. 65 billion.

3.5 Present situation of motorbike industry:

Locally produced motorbikes have taken an unexpected drastic downturn to the extent of
frustrating all future growth prospects and projections. According to the current figures, in
due comparison with the figures of last year for September to December period, the sales of
cars has gone down by 15 percent. As a result the production has also gone down culminating
with its impact on supply schedule; both import and local. This downturn has come at a
crucial time as most of the manufacturing had just increased their investment in the expansion
projects and vending industry had made equally huge investment to complement the capacity
expansion exercise. The local vendors have now to face the curtailed orders, which may most
hit the smaller ones with closures. All this obviously has also adversely impacted the
government revenues in substantial terms. The government has suffered a revenue loss of Rs.
One billion (9%) when September to December data is compared with last year.
In the budget 2007-08, government announced a withholding @ 5 percent on purchase of
vehicles which was reduced to 2.5 percent and imposed from 1st September 2007. The
intension was obviously to enhance government revenue. The current situation however, has
proved a reversal in collection of the revenue.
Last year, the ECC approved the five years policy (AIDP) for auto sector prior to
announcement of budget. Levy of such tax is a deviation from the spirit of preannounced
policy thus causing anxiety to the auto manufactures.

Table 3.1 Production of Motorbikes

Page | 21
 Motorbikes 2002- 03 2003- 04 2004- 05 2005- 06 2006- 07 2007- 08
Honda 115924 190679 28727 1 360561 331621 329816
Yamaha 27427 50407 71560 74423 56282 48633
Suzuki 13610 27863 26234 16954 27309 23712
Sohrab 6801 12396 12065 14804 7514 4578
Sohrab (Triwheeler) 1343 3031 3258 2166 2817 1498
Qingqi(2 & 3 wheeler) 10064 19007 15801 17198 15926 22135
Hero - - - 34018 25798 1864 6
Ravi - - - - - 1776 3
Sazgar (Triwheeler) - - - - - 7268
Total Motorbikes 175,169 303,383 416,189 520,124 467,267 474,049
Source: PAMA

Table 3.2 Sales of Motorbikes

Motorbikes 2002- 03 2003- 04 2004- 05 2005- 06 2006- 07 2007- 08
Honda 117201 190424 287172 360110 332068 330122
Yamaha 27886 50435 71498 74293 56243 47697
Suzuki 13788 27435 26002 17183 27424 23184
Sohrab 2403 12949 12127 13943 7835 4835
Sohrab (Triwheeler) 585 3013 3186 2218 2839 1510
Qingqi(2 & 3 wheeler) 10010 17855 17081 15757 15035 23359
Hero - - - 33136 25909 18833
Ravi - - - - - 17483
Sazgar (Triwheeler) - - - - - 7268
Total Motorbikes 171873 301656 417066 516640 467353 474291
Source: PAMA

Table 3.3 Market Share of Motorbikes

MOTORCYCLES Units Sold (nos.) Market Share (%)
Honda 332,068 71%
Yamaha 56,243 12%
Suzuki 27,424 6%
Hero 25,909 6%
Qingqi 15,035 3%
Sohrab 10,674 2%
Total 467,353 100

Chart 3.3 Market Shares of Motorbikes

Page | 22
Page | 23
CHAPTER 4
ANALYSIS OF
DATA COLLECTED

Page | 24
 4. Analysis of the Data Collected

4.1 Age of the Respondents

Table No 4.1
AGE NO. OF % OF
RESPONDENTS RESPONDENTS
15-20 62 31%
20-25 92 46%
25-30 25 12.5%
30 and above 21 10.5%
Total 200 100%
Source: survey data

Chart No 4.1

30 and above

15-20
25-30

20-25

Analysis:

46% of the participants of the survey were between 20-25 age group and second most
participants were between 15-20 age group. There were only 21 participants responded 30
and above age group.

Page | 25
4.2 Occupation of the Respondents (Testing Hypothesis 4)

Table No 4. 2

Occupation No of Respondents % of Respondents

Businessman 15 7.5%
Employee 66 33%
student 117 58.5%
Others 2 1%
Total 200 100%
Source: survey data

Chart No 4.2
Occupation
140

120

100

80

60

40
Frequency

20

0
Bussinessman Employee student Others

Occupation

Analysis:

The majority of respondents participated in the survey were students. There were 58.5%
students and the 30% employees. And the Businessmen and others constitute only 8.5%.

4.3 What is your monthly Income? (Testing Hypothesis 4)

Table No 4. 3

Monthly Income No of Respondents % of Respondents

10,000-20,000 159 79.5%
20,000-30,000 24 12%
30,000-40,000 10 5%
Above 40,000 7 3.5%
Total 200 100%
Source: survey data
Chart No 4.3

Page | 26
 What is your monthly Income?

Monthly income
100

80

60

40

20
Percent

0
10,000-20,000 20,000-30,000 30,000-40,000 Above 40,000

Monthly income

Analysis:
This statistic reveals that greater part of respondents have monthly income between 10,000
and 20,000.

4.4 Which Bike do you have?

Table No 4. 4

Bikes No of Respondents % of Respondents

Honda 101 50.5
Super Power 28 14.0
Yamaha 13 6.5
Hero 18 9.0
Suzuki 8 4.0
Kawasaki 7 3.5
Super Star 14 7.0
Star 11 5.5
Total 200 100%
Source: survey data

Page | 27
 Chart No 4.4
Which Bike Do u Have?
60

50

40

30

20

10
Percent

0
Honda Yamaha Suzuki Super Star
Super Pow er Hero Kaw asaki Star

Analysis:

The statistic reveals that the about 50 percent of the respondent are using the Honda
motorbike.

4.5 How did you come to know about this motorbike? (Testing Hypothesis 3)

Table No 4. 5

No of Respondents % of Respondents
Newspaper 17 8.5%
Television 43 21.5%
Magazines 11 5.5%
Friends/Relatives 129 64.55
Total 200 100%
Source: survey data.

Page | 28
 Chart No 4.5

How did you come to know about this motorbike?

70

60

50

40

30

20

10
Percent

0
New spaper Television Magazines Friends/Relatives

Analysis:

The statistic reveals that maximum bikers influence to make acquiring decision from friends
and relatives.

4.6 Does Advertisement Influence your decision in choosing a motorbike? (Testing

Hypothesis 3)

Table No 4. 6

No of Respondents % of Respondents
Yes 89 44.5%
No 65 32.5%
Can’t say 46 23%
Total 200 100%
Source: survey data.

Page | 29
 Chart No 4.6
Does Advertisement Influence your decision in choosing a motorbike?
DoesAdvertisementInfluenceyour
decisioninchoosingamotorbike?
50

40

30

20
Percent

10

0
Yes No Can,t say

Analysis:
The study reveals that the consumers are mostly influenced by advertisements.

4.7 Do you have full knowledge about motorbike before buying? (Testing Hypothesis 3)
Table No 4.7

No of Respondents % of Respondents
Yes 122 61%
No 78 39%
Total 200 100%
Source: survey data
Chart No 4.7
Do you have full knowledge about motorbike before buying?
70

60

50

40

30

20
Percent

10

0
Yes No

Page | 30
Analysis:
The statistic indicates that the greater part of respondent have complete knowledge about
motorbike before customer was buying the motorbike.

4.8 If new motorbike with good features comes in, then would you like to change your
motorbike? (Testing Hypothesis 3)
Table No 4.8

No of Respondents % of Respondents
Yes 89 44.5%
No 65 32.5%
Can’t say 46 23%
Total 200 100%
Source: survey data

Chart No 4.8
If new motorbike with good features comes in,
then would you like to change your motorbike?
60

50

40

30

20

10
Percent

0
Yes No Can,t say

Analysis:
The statistic indicates that the greater part of respondent would like to change the
motorbike if the new motorbike comes with good feathers.

Page | 31
4.9 For how long do you own a motorbike? (Testing Hypothesis 2)
Table No 4.9

Years No of Respondents % of Respondents

0-1 years 33 16.5%
1-2 years 50 25%
2-3 years 38 19%
Above 3 years 79 39.5%
Total 200 100%
Source: survey data.
Chart No 4.9

For how long do you own a motorbike?

50

40

30

20

10
Percent

0
0-1 years 1-2 years 2-3 years Above 3 years

Analysis:
The statistic indicates that majority of respondent are using bikes from more than three years
that is about 395% of the total respondents.

4.10 For what purpose do you use your Motor Bike? (Testing Hypothesis 4)
Table No 4.10

Purpose No of Respondents % of Respondents

Office Purpose 39 19.5%
Personal Purpose 110 55%
Joy Purpose 31 15.5%
Others 20 10%
Total 200 100%
Source: survey data

Page | 32
 Chart No 4.10

For what purpose do you use your Motor Bike?

60

50

40

30

20

10
Percent

0
Of ff ice Purpose Joy Purpose
Personal Purpose Others

Analysis:
The statistic indicates that majority of respondent are using bikes for personal purpose
that is about 55% of the total respondents.

4.11 What is your opinion on the performance of your own motorbike? (Testing
Hypothesis 2)

Table No 4.11

Years No of Respondents % of Respondents

Excellent 67 33.5%
Good 89 44.5%
Satisfactory 37 18.5%
Poor 7 3.5%
Total 200 100%
Source: survey data

Page | 33
 Chart No 4.11
What is your opinion on the performance of your own motorbike?

50

40

30

20

10
Percent

0
Excellent Good Satisfactory Poor

Analysis:

As per the above table the respondents feel that motorbikes performance is good revealed by
their personal experience of using the bike. This shows that motorbike has very good market
potential through its performance.

4.12 Rank the factors which have influenced you purchase of motorbike? (5- Most
influenced, Rank 1- Least influenced) (Testing Hypothesis 2)

Table No 4. 12
No. of Respondents
Rank Rank Rank Rank Rank
5 4 3 2 1
Power 115 36 31 15 3
Style 77 27 72 14 10
Price reduction 73 51 51 14 11
Free accessories 90 43 45 10 12
Fuel Efficiency 103 33 41 14 9
More colors 52 46 76 19 7
Source: survey data.
Chart No 4.12

Page | 34
 Rank the factors which have influenced you purchase of motorbike?
(5- Most influenced, Rank 1- Least influenced)
Analysis:
Most of the consumers those who participated in the survey ranked Power as most attractive
attribute of motorbikes. And the second most attribute which got ranked second is the fuel
efficiency of bike.

4.13 How is the availability of spare parts of your motorbike? (Testing Hypothesis 4)
Table No 4.13
No of Respondents % of Respondents
Easily available 163 81.5%
Hardly available 32 16.0%
Not available 5 2.5%
Total 200 100%
Source: survey data
Chart No 4.13
How is the availability of spare parts of your motorbike?
100

80

60

40

20
Percent

0
Easily available Hardly avialble Not avilable

Analysis:

The motorbikes customers are satisfied about the availability of its spare parts. All the
respondents said that those bikes which spares are easily available are preferable for
purchase.

4.14 Which factor below influenced your decision? (Testing Hypothesis 1)

Table No 4.14

No of Respondents % of Respondents
Price 40 20.0%
Mileage 30 15.0%

Page | 35
 Quality 75 37.5%
Resale Value 41 20.5%
Status Symbol 14 7.0%
Total 200 100%
Source: survey data
Chart No 4.14

Which factor below influenced your decision?

40

30

20

10
Percent

0
Price Quality Status Symbol
Mileage Resale Value

Analysis:
Most of the consumers those who participated in the survey ranked Quality as most attractive
attribute of motorbikes. And the second most attribute which got ranked second is the resale
value of bike.

4.15 How would you rate the following factors of bikes when you purchased the
motorbike? (5 for Highest, 1 for lowest). (Testing Hypothesis 1)
Table No 4. 15
No. of Respondents
Rank Rank Rank Rank Rank
5 4 3 2 1
Mileage 120 44 17 10 9
Price 99 58 24 14 5
Pick up 89 49 55 6 1
Maintenance 83 80 25 10 2
Look/Shape 43 43 107 5 2
Brand Image 75 44 56 15 10
Style 47 49 88 11 5
Performance 147 26 18 5 4

Page | 36
 Comfort 48 65 73 10 4
Source: survey data.
Chart No 4.15

Analysis:

From the study its revealed that the performance of motorbikes influenced customer to
buying the bike.

4.16 Are you required to have description from sale representative about features of
different models when you purchase a motorbike? (Testing Hypothesis 3)
Table No 4. 16

No of Respondents % of Respondents
Yes 119 59.5%
No 81 40.5%
Total 200 100%
Source: survey data
Chart No 4.16
Are you required to have description from sale representative about
features of different models when you purchase a motorbike?
70

60

50

40

30

20
Percent

10

0
Yes No

Analysis:
The survey reveals that the most customers preferred acquiring selected brands after
receiving description about features from sales representatives.

4.17 Did you go for the test drive? (Testing Hypothesis 1)

Table No 4. 17

Page | 37
 No of Respondents % of Respondents
Yes 132 66.0
No 68 34.0
Total 200 100%
Source: survey data
Chart No 4.17
Did you go for the test drive?
70

60

50

40

30

20
Percent

10

0
Yes No

Analysis:
The most consumers prefer test drives before buying motorbikes.

4.18 Are you satisfied with the post sales services provided by your motorbike
company? (Testing Hypothesis 1)
Table No 4. 18

No of Respondents % of Respondents
Yes 118 59.0
No 82 41.0
Total 200 100%
Source: survey data

Chart No 4.17
Are you satisfied with the post sales services provided by your motorbike company?

Page | 38
 70

60

50

40

30

20
Percent

10

0
Yes No

Analysis:
The survey reveals that the most customers are wants to that company should provide after
sale service to the motorbikes.

4.19 Are the expert mechanics available to repair motorbike? (Testing Hypothesis 4)
Table No 4. 19

No of Respondents % of Respondents
Yes 155 77.5
No 45 22.5
Total 200 100%
Source: survey data

Page | 39
 Chart No 4.19
Are the expert mechanics easily available that are able to repair motorbike?

100

80

60

40

20
Percent

0
Yes No

Analysis:
The survey reveals that the most customers prefer that brands which experts mechanics are
easily available.

4.20 When it comes to service the motorbike, where would you prefer? (Testing
Hypothesis 4)
Table No 4. 20
No of Respondents % of Respondents
Service centre 71 35.5
Authorized Dealer 38 19.0
Local Mechanic 91 45.5
Total 200 100%
Source: survey data
Chart No 4.20
When it comes to service the motorbike, where would you prefer?

Page | 40
 50

40

30

20
Percent

10

0
Servicecentre AuthoriedDealer Local Mechanic

Analysis:

The survey reveals that the most customers prefer that local mechanics for maintenance and
service of their bikes.

4.21 Select one from given motorcycle brands which you would like to recommend to
others? (Testing Hypothesis 1)
Table No 4. 21

Bikes No of Respondents % of Respondents

Honda 121 60.5
Super Power 25 12.5
Yamaha 12 6.0
Hero 12 6.0
Suzuki 4 2.0
Kawasaki 8 4.0
Super Star 8 4.0
Star 10 5.0
Total 200 100%
Source: survey data
Chart No 4.21
Select one from given motorcycle brands which you would like to
recommend to others?

Page | 41
 70

60

50

40

30

20
Percent

10

0
Honda Yamaha Suzuki Super Star
Super Power Hero Kawasaki Star

Analysis:
The consumers prefer Honda most other than Yamaha, star, super Star, Suzuki etc in the two
wheeler industry. The 60.5% of the respondents prefer Honda other than motorbikes.

CHAPTER 5
FINDINGS AND
CONCLUSION
Page | 42
5.1 FINDINGS

The old prophecy that once a customer is a customer has become a myth in the present day
competitive world. Brand image is no longer works a magic with the consumer. So to hold
the customer to the brand and attract new consumers the company must produce products that
are efficient and competent along with its marketing activities that help in sales of the
product.

After analyzing the response of the consumer interviewing through questionnaire and
observation the following were found in the study.
• Honda motor cycles are the market leader in the Two Wheeler segment.
• Now days the main customers are students between 20-25 years of age
and they like the bike because of its
• Customer using motorbikes have almost monthly income between 10,000 and 20,000.

• Bikers are influence to make acquiring decision from friends and relatives.

• Advertisement plays a very impotent role in influencing the consumers.

• The greater part of customers has complete knowledge about motorbike before
customer was buying the motorbike.
• Mostly, Customers would like to change the motorbike if the new motorbike comes
with good feathers.
• The majority of customers are using bikes from more than three years.
• The majority of respondent are using bikes for personal purpose.
• Motorbikes performance is good revealed by their personal experience of using the
bike.
• The motorbikes customers are satisfied about the availability of its spare parts.
• Most of the consumers those who participated in the survey ranked Quality and Power
as most attractive attribute of motorbikes.
• The performance of motorbikes influenced customer to buying the bike.
• The customers preferred acquiring selected brands after receiving description about
features from sales representatives.
• The consumers prefer test drives before buying motorbikes.
• The customer wants that company should provide after sale service to the motorbikes.
• The customer prefers that expert mechanics should be easily available.
• The customers prefer local mechanics for maintenance and service of their bikes as
compared to service center of motorbikes.

Page | 43
5.2 CONCLUSION

From our study, we find that motorbikes are highest buying trends in auto industry of
Pakistan because it is convenient transportation mode in town of Karachi. We conclude the
following factor:
• Low income families prefer acquiring motorbikes.
• Mostly age group 20 to 25 years and students wants to prefer purchase a bike.
• Most of people prefer Honda motor cycle because easy availability of mechanics,
spare parts, resale value, millage, good performance, and pickup.
• Most of people influence to acquire motorbikes from getting information from friends
and relatives, and sale representative.

Page | 44
BIBLIOGRAPHY

Page | 45
 BIBLIOGRAPHY

TEXTBOOKS REFERRED

Marketing, 13th Edition

Michael J. Etzel, Bruce J. Walker, William J. Staton

Consumer Behavior, 4th Edition

David L. Loudon & Albert J. Della Bitta

WEB SITE REFERRED

• www.google.com
• www.yahoo.com
• www.scribd.com
• www.wikipedia.com
• www.pama.org.pk
• www.paapam.com
• www.dawn.com
• www.finance.gov.pk

Page | 46
APPENDICES

Page | 47
 SURVEY
NAME ____________________________ CONTACT NO:-________________________

AGE ( ) 15-20 ( ) 20-25 ( ) 25-30 ( ) Above 30

OCCUPATION ( ) Businessman ( ) Employee ( ) Student

Others___________

What is your monthly Income?

( ) 10,000 – 20,000 ( ) 20,000-30,000
( ) 30,000-40,000 ( ) Above 40,000

Q1: Which Bike do you have?

( ) Honda ( ) Super power ( ) Yamaha ( ) Hero
( ) Suzuki ( ) Kawasaki ( ) Super Star ( ) Star
Others________________.

Q2: How did you come to know about this motorbike?

( ) Newspaper ( ) Television ( ) Magazines ( ) Friends/Relatives

Q3: Does Advertisement Influence your decision in choosing a motorbike?

( ) Yes ( ) No ( ) can’t say

Q4: Do you have full knowledge about motorbike before buying?

( ) Yes ( ) No

Q5: If new motorbike with good features comes in, then would you like to change your
motorbike?
( ) Yes ( ) No ( ) can’t say

Q6: For how long do you own a motorbike?

( ) 0-1 year ( ) 1-2 years ( ) 2-3 years ( ) above 3 years

Q7: For what purpose do you use your Motor Bike?

( ) Office Purpose ( ) Personal Purpose ( ) Joy Purpose ( ) Others

Q8: What is your opinion on the performance of your own motorbike?

( ) Excellent ( ) Good ( ) Satisfactory ( ) Poor

Q9: Rank the factors which have influenced you purchase of motorbike? (5- Most influenced,
Rank 1- Least influenced)
( ) Power ( ) Style ( ) Price reduction
( ) More colors ( ) Free accessories ( ) Fuel Efficiency

Q10. How is the availability of spare parts of your motorbike?

( ) Easily available ( ) Hardly available ( ) Not available
Q11. Which factor below influenced your decision?
( ) Price ( ) Mileage ( ) Quality

Page | 48
( ) Resale Value ( ) Status Symbol

Q12. How would you rate the following factors of bikes when you purchased the motorbike?
(5 for Highest, 1 for lowest).
( ) Mileage ( ) Price ( ) Pick up ( ) Maintenance
( ) Look/Shape ( ) Brand Image ( ) Style ( ) Performance
( ) Comfort

Q13. Are you required to have description from sale representative about features of different
models when you purchase a motorbike?
( ) Yes ( ) No

Q14. Did you go for the test drive?

( ) Yes ( ) No

Q15. Are you satisfied with the post sales services provided by your motorbike company?
( ) Yes ( ) No

Q16. Are the expert mechanics easily available that are able to repair motorbike?
( ) Yes ( ) No

Q17. When it comes to service the motorbike, where would you prefer?
( ) Service centre ( ) Authorized Dealer ( ) Local Mechanic

Q18. Rank the Companies as per your preference, Rank1-Most, Rank-Least

( ) Honda ( ) Super power ( ) Yamaha ( ) Hero
( ) Suzuki ( ) Kawasaki ( ) Super Star ( ) Star
Others ________________

Page | 49