Executive Summary

For the purpose of discussion, we are assuming that we are conducting this case study on the
behalf of a helmet company that is launching a new line of helmets. Prior to the launch, the
company wants to find out what are the factors that determine a customer’s purchase and also if
there is any co relation between the factors determining the purchase.

Approach To The Problem

The research objective is to estimate the demand for branded helmets and to explore the
customer perceptions / expectations from the product. In an attempt to tackle the study, we
designed an exhaustive questionnaire that addresses the customers’ needs and wants. We
administered the questionnaires in person to a sample of 122. The study of these responses
helped us objectively determine the cause and results of a purchase. Our research questions are
 Do people buy branded helmets over unbranded helmets?
 Do people prefer to purchase helmet while buying the two-wheeler?
 Do income and age have an effect on the purchase decision of branded helmet?
 What are the factors that influence the buying decision?

For these questions, have formulated following hypotheses:

 There is demand for branded helmets.
 There is relationship between income and purchase decision.
 There is relationship between age group and purchase decision.
 Customers look out for specific features in a helmet.
 Customers are willing to buy helmet right at the time of buying two-wheeler.
*All these questions will be studied in the specific context of the helmets.
We are adopting a descriptive approach for the study. The responses are qualitative in nature &
are typically guided by characteristics such as age, gender, location & legal compulsions. These
responses would help us understand better the dynamics of a customer’s purchase in terms of a
helmet. For our analysis, we used the Chi-Square method, Factor analysis & Cluster analysis.

Research Design
We obtained the information through questionnaires submitted in person. For analyzing the
responses received, we implemented a scale of 1 to 5. We used both, nominal and ordinal scales.
We assessed the attitudes, insights, knowledge & awareness of the respondents to help us
understand the reason behind the usage and the frequency. We also studied their pattern of
behaviors and their intent to buy. We used the stratified method for our sampling. Our primary
sources of information were the respondents to whom we administered the questionnaires. We
didn’t rely on any secondary source of information since we wanted a firsthand opinion on the
matter. First, we administered these questionnaires within the city limits of Mysore pertaining to
Siddarthanagar, Double Road, Urs Road, More supermarket & J.S.S hospital. But as rule of
helmet is very strict in Mysore city, so we got biased samples. To avoid that error, we expand
our research through different cities and states. We e-mailed our questionnaire to different people
in these states and then continued our study,

Sample Plan

The survey was proposed to be carried out for about 122 individuals by conducting
surveys in malls,hospitals,parking lots & some of the busy roads in Mysore. As we have time
constraint for conducting our research hence the sample size chosen for primary research is
small. A large sample size can help us to arrive at better estimate of the population.

For the purpose of this study, lower income class has been defined as less than Rs. 2
lakhs per year, middle income class defined as starting from Rs.2 lakhs to Rs. 6 lakhs and higher
middle income class starting from Rs. 6 lakhs to Rs.10 lakhs, and above which is classified as
higher income group. This is convenience sampling. Based on the collected data we will
categorize the respondents into the above mentioned income groups. This will help us in better
understanding of the relationship between income and buying behavior of people.

Multi stage sampling

We have used stratified sampling. We went to different part of Mysore. These strata
would include a pre determined number of male / female respondents, college students / working
professionals and existing users / potential buyers. The further selection of respondents is based
on convenience sampling.

Data Collection / Field Work

The data was collected by distributing questionnaires and conducting interviews in public
places such as malls, parking lots, hospitals etc.
 Malls – Mega More (N.S. Road),More (Siddarth Nagar)

We anticipate a good mix of people with various social backgrounds, interests, lifestyles,
income groups and age..

 Parking lots – Devaraja Urs road, Sayyaji Rao road, Kalidasa road,Siddartha Nagar,JC
Nagar,Double Road

A good mix of people who come for shopping will park their two wheelers in these
roads. They can be our potential respondents.

Data was always collected from Mysore University. The respondents were students who
owned two wheelers or were potential buyers of two wheelers.A major data collection
location was near the Chamundi Hill Temple,which is near (6km) our college.Here the
respondents were from various walks of life & we anticipate were true to their responses.A
varied account of data was collected from J.S.S hospital.