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CDP Model of Purchasing A Bike in Current Indian Scenario.
CDP Model of Purchasing A Bike in Current Indian Scenario.
Consumption
We’ve classified the industry in four different price
ranges.
Less than Rs 40000
Rs 40000- 55000
Rs 55000- 70000
Rs 70000+
nts, Hike in fares
a re gs, Time Factor
p l in
sib ncia Traffic jam
a
fin
l i t io
nd
Need co
Recognition n.
•Comparison of different
products.
•Experiences of current users
and experts.
•Print and electronic media
Search was based on two ways:
1. Internal search (Memory)
2. External Search
External Search:
1. Non-marketer Dominated Stimuli:-
1) Personal sources:(family and friends),
2) Reviews in publications
Bikes Mileage(kmpl)
Bajaj- platina 109
Hero Honda- Cd-dawn 65
Hero Honda- Cd-deluxe 70
TVS- Star 102
Yamaha Alba (Spoke) 75
Yamaha Crux 80
2. For price range 40k-55k Rs.:
Bikes available in this range are
BAJAJ HONDA
•Discover 100 Shine(Spoke and Alloy)
•XCD 135 Stunner (disc alloy or drum alloy)
•XCD 125
YAMAHA
•Alba alloy
•G5 (Spoke and alloy)
•Gladiator(JA and DX)
Look is the main attribute in this category and is varies from individual to
individual.
3. Price Range of 55k-70k:
Offering Offerings
Seat cover Seat cover
Helmet lock Helmet lock
1 yr warranty 1 yr warranty
1 yr extended warranty in No extended warranty
400 rs
Selected Sarita Vihar dealer
Test drive
Billing formalities
Purchase.
Whether I made a right decision or not.
Sell it off , or
Sell it off , or
• Honda:
• Honda is dedicated to supplying products of the highest
quality.
• At a reasonable price.
• For worldwide customer satisfaction.
Bajaj:
• Bajaj strictly follows a TPM policy as “THE PRIME
MOVER-TOWARDS EXCELLENCE”
• Customer focused.
• Committed for continual improvement of Safety, occupational
Health, and Environmental (SHE) policy.
TVS:
• Committed to total quality.
• Customer driven.
• At the cutting edge.
Yamaha:
• Customer first
• Challenging spirit
• Frank and fair org.
• Bajaj: The company, over the last decade has
successfully changed its image from a scooter
manufacturer to a two wheeler manufacturer,
product range ranging from Scooters to
Motorcycle.
• With the introduction of the Pulsar, Bajaj were
able to have taken the market by storm since their
launch in Nov'01, it can easily be classified as
Rugged ,Daring Spirited, Imaginative and Up-to-
date.
Bajaj New Logo: Bajaj Auto unveiled the new
corporate identity on the 15th of
January at the Auto Expo 2004,
New Delhi.
Conation
Affective
Cognition
Nature of emotion Purchase decision
Desire for money Purchase when price
falls
Vanity
To be admired by others
Fear
Insurance Policy
Pride
Premium Product
Fashion
To imitate urban lifestyle
Possession
Purchase antiques
• Also insurance policies and loans and other
coverage are taken up by various strata of society
depending on the importance to them.
• Fact remains, as the price increases for bikes its
mileage decreases.
• Money lovers only buy when the price falls due
to introduction of newer models.
THANK YOU