MU Digital Repository
Logo

Perceptual Mapping of Motor Bikes with reference to 95-115 cc segments

Pai, Yogesh P (2006) Perceptual Mapping of Motor Bikes with reference to 95-115 cc segments. In: Strategies of Winning Organisation. Excel Books, New Delhi, pp. 525-540. ISBN 81-7446-465-4

[img] PDF
12_Perceptual Mapping of Motor Bikes with reference to 95-115 cc segments.pdf - Published Version
Restricted to Registered users only

Download (7MB) | Request a copy

Abstract

Automobile is one of the largest industries in the global world. India is the second largest manufacturer and producer of two wheelers in the world. The growth potential of the industry in India will remain high, considering the boom in services industry, growth in double income families with multiple ownership of vehicles. The most important factor is lack of effective means of public transport and cheaper financing options availability which has attracted new customers and also repeat buyers, Automobile is one of the largest industries in the global world. India is the second largest manufacturer and producer of two wheelers in the world. The growth potential of the industry in India will remain high, considering the boom in services industry, growth in double income families with multiple ownership of vehicles. The most important factor is lack of effective means of public transport and cheaper financing options availability which has attracted new customers and also repeat buyers, replacing their bike more frequently. The paper is based on a study conducted in Udupi and Manipal, with an objective to obtain the perception of the students and non students in the township of Udupi and Manipal towards the various brands of motor bikes in the 95-115 cc segments. Perceptual mapping is a graphics technique used by marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand or company is displayed relative to their competition. The maps drawn for the different features indicate the power of bikes with respect to that of its competitors and displays consumers’ perceptions. The perceptual maps also display consumers’ ideal points which reflect ideal combinations of the two dimensions as seen by a consumer.

Item Type: Book Section
Uncontrolled Keywords: Automobile industry, factors for growth of automobile industry, perceptual mapping.
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 07 Apr 2016 12:37
Last Modified: 07 Apr 2016 12:37
URI: http://eprints.manipal.edu/id/eprint/145767

Actions (login required)

View Item View Item