Buying Behaviour 150 cc Bikes

Group 6, Section A

Anamika Mundhra Girish Fule Arnab Guha Mallik

Ekta Poddar Shiladitya Sengupta Dhananjay J.

Social

BUYING BEHAVIOR
USAGE
Psychological Commutation Recreation

Purp ose

Buying Decision

Economic

Age

BENEFITS AND MOTIVATION

NEED
Internal Stimuli Daily Commutation Distance travelled Time Constraints External Stimuli Friends & Relatives

Convenient and affordable mode of commutation Establish a grown up identity by indulging in a purchase of a bike (for youngsters) Considered attractive for females Look and feel of sports bikes at lower prices Better Technology Manifest motives consist of aspiring for a fast sports bike like vehicle at affordable prices Latent motives of consumers involves the need to look cool and impress bystanders

BRAND COMMUNICATIONS: PULSAR

Newspaper Ad 1: Definitely male
Slogan Definitely male can be considered to be a metaphor, Male can refer to both the bike as well as the one who drives it. The features highlighted & explained at the bottom: central route of persuasion Cognitive elements: features, affective elements: the HeBike and tagline

follows both routes of persuasion. Provides information about the superiority of the product in terms of style and looks & also in terms of mileage superiority

affective elements :customers that the bike along with rider is amazing. Cognitive elements : the features and the mileage

Newspaper Ads

Newspaper Ad 1: 77kmpl mileage

The stylish purple color bike positioned with the Mileage highlighted. The lines below, Amazing considering youll be setting the road on fire

Magazine Ads

Commercials

MAGAZINE AD:1
Soft Associations with the Pulsar, more emotional in nature. Pulsar associate d its motorcycle with maleness, toughness, youthfulness and excitement.

BRAND COMMUNICATIONS: PULSAR

MAGAZINE AD2

The ad is affective in nature., a case of need for expression for youngsters and bike lovers. Cognitive elements : the features of the bike

follows both the routes of persuasion. Explains the features as well as tagline everyone wants one

follows both routes of persuasion. Sharp features shown as well as tagline thrill has a new name

peripheral route of persuasion where the customers are attracted to the product because of the stunts shown

3 bikers in black doing a stunt. A wow factor attached to the visuals . appeal to the valueexpressive nature of attitudes : purchase or use will lead to desired achievement, self-enhancement.

Newspaper Ads

Magazine Ads

Commercials

BRAND COMMUNICATIONS: BAJAJ PULSAR

It starts off with six bikers, all in black, getting onto an empty road, ready to show off their biking skills. All sorts of bike stunts are performed onewheel biking, swirling, riding. Peripheral route of persuasion. The stunts shown are in sync and have a wow factor The ad is affective in nature. classic case of need for expression for youngsters and avid bike lovers flirtatious ad with the Bike signifying the male population, approach is to target the audience , youth in particular Highlights the mileage of the bike ; 77kmpl and seem to take the central route of persuasion Hunk rider as a trailblazer leading other travellers on unexplored paths Peripheral trendsetter, bull horns Central - features both cognitive and affective elements. Provides enough information + motivates the males TVC: 2- Definitely Male TVC: 1- PULSARMANIA

TVC 1: No One Messes

Cars in a parking lot give way to a rider driving the Hunk Peripheral mode of persuasion (on-road superiority over features)

Cognitive tagline Affective male dominance Positive reinforcement Hunk owner safe from other vehicles

Cognitive features Affective sense of achievement Positive reinforcement Hunk owner is fearless

BRAND COMMUNICATIONS: HERO HONDA HUNK

Newspaper Ads Magazine Ads Commercials

TVC 2: Everybody Follows

MAGAZINE AD:1 Bike rider in a desert landscape traverses new path Persuasion Peripheral desert landscape, muscles, everybody follows Central bike features

BRAND COMMUNICATIONS: HUNK

Cognitive bike features Affective reference to leadership and muscle Positive reinforcement Hunk owners strength Hunk standing on a platform while train moves past Peripheral Train makes way for the Hunk in the background

MAGAZINE AD2 Affective King of where it stands, no one messes with it Positive reinforcement Bike gives way to nothing else, even on their turf

Commercials

Magazine Ads

Newspaper Ads

BRAND COMMUNICATIONS: HUNK NEWSPAPER AD 1

Minimalistic ad bike in the foreground, shadow of a bull in the background Peripheral reference to strength of the bike

Affective plays on the users need to feel stronger

Positive Reinforcement comparison to an animal generally perceived to be strong and unwilling to give way to anyone

Central bike features Peripheral reference to strength and style Cognitive showing user the Hunks features Affective users need to buy a bike that is strong as well as stylish Positive Reinforcement reference to qualities of both strength and style

NEWSPAPER AD 2

Red background with bike features and tagline Muscles get Hotter

Commercials

Magazine Ads

Newspaper Ads

CONSUMER LEVEL DATA CONSUMER 1: PULSAR CONSUMER 2: HUNK

Name: Rohit Praveen Location: Kozhikode City (NIT Calicut) Income: 5-7 Lakhs Education: Graduation No of Appliances: 8 SEC Category: A2 How long has he owned the bike: 1 year, 8 months

Name: Madhusudan V. Location: Cherooty Road Income: 6-7 Lakhs Education: Graduation No of Appliances: 8 SEC Category: A2 How long has he owned the bike: 1 year, 2 months

OVERVIEW OF THE SURVEY

When did you realise the need for a 150cc bike? Which are the most important attributes in a bike according to you in order of your preference? What modes of Information search did you use? Which bikes did u consider before buying Pulsar/ Hunk? How did u get to know about the bike? How did u find the after sales service during the warranty period?

Why did u prefer the bike?

CONSUMER DECISION MAKING PROCESS

BAJAJ PULSAR: EXTENDED DECISION MAKING HERO HONDA HUNK: EXTENDED DECISION MAKING

MANAGERIAL IMPLICATIONS
LINKAGE OF PRODUCT CATEGORY AND BRAND COMMUNICATION
Pulsar DTS as superior technology, need to feel stylish and masculine Hunk Two essential aspects of power and style (sports bike features) highlighted

COMMUNICATION USER EXPERIENCE GAPS

Pulsar Satisfied users base, great performance of the bike. Generally not bought for the stunts Hunk Primarily bought for daily commutation rather than look and feel Bike features were up to the users expectations

INFLUENCES INTERNAL VS EXTERNAL

Role of external influences like family and reference groups limited to suggestions for alternative evaluation Majority of final purchase behaviour occurs due to internal influences such as buyers personality and motives Marketing activities in both segments currently appeal to internal factors such as need for Assertion or Expression

THANK YOU