PROJECT HAWK: Consumer Survey (Motorcycles)

Key objective – Gain insights into 2W market (historical and projected), key parameters driving the buying
behavior across India (Urban, rural and semi urban) across Motorcycles and scooters. Motorcycles further classified
as
Economy: Between price range Rs. 30,000-40,000: E.g.: Bajaj Platina, Hero Honda CD Dawn, TVS Star
Executive: Between price range Rs. 40,000-50,000: E.g.: Bajaj Discover, HH Splendor and Passion
Premium: >Rs. 50,000: E.g. Bajaj Pulsar, HH CBZ, HH Hunk, HH Karizma, Yamaha FZ16

Key sections included in the survey

 Demographics
 Ownership (Current and future)
 2W to 4W switch
 Consumer buying behavior
 Impact of Hero Honda JV Breakup

DEMOGRAPHICS

1. Name : ___________________________________________ (Record without asking)

2. Phone Number : ___________________________________________ (Record without asking)

3. Gender of the respondent (Record without asking)

 Male
 Female

4. Demographic cluster (Record without asking)

 Urban
 Semi-urban
 Rural

5. Which city/village/town do you live in?

 ___________________

6. Which age bracket do you fall in?

 18-22
 23-25
 26-30
 31-35
 36-40
 41-50
 51-60
 >60 yrs

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7. What is the highest level of education you have completed?
 Illiterate
 Less than 4 years of education
 5-9 years of education
 School
 College
 Graduate
 Post-graduate

8. What is your current profession?

 Business
 Employed in Public Sector
 Employed in Private Sector
 Self employed professional (Doctor, Lawyer etc)
 Housewife
 Student
 Others (Please specify) _____________________

9. How many people are there in your household?

 <3
 3-5
 6-8
 9-12
 >12

10. Which of the following best describes your total annual household income before taxes? (INR lakhs per
annum) (Household Income = Total income of all earning members in the family staying with you)

 0-0.5L
 0.51-1.0L
 1.01-1.5L
 1.51-2.0L
 2.01-2.5L
 2.51-3.0L
 3.01-3.5L
 3.51-4.0L
 4.01-4.5L
 4.51-5.0L
 5.01-5.5L
 5.51-6.0L
 6.01-6.5L
 6.51-7.0L
 7.01-7.5L
 7.51-8.0L
 8.01-8.5L

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  8.51-9.0L
 9.01-9.5L
 9.51-10.0L
 10.01-15.0L
 15.01-20.0L
 >20L

11. Which of the following best describes your total monthly household income before taxes? (INR)
(Household Income = Total income of all earning members in the family staying with you)

Total monthly income of

Monthly income range INR Your monthly income (Please others in household (Please
(please tick) specify exactly) specify exact amount)
 <5,000
 5,001-10,000
 10,001-20,000
 20,001-30,000
 30,001-40,000
 40,001-50,000
 50,001-60,000
 60,001-70,000
 >70,001

12. How much (in %) does your household save on an annual basis? (as a % of household salary)
 <5%
 5-10%
 11-20%
 21-30%
 31-40%
 41-50%
 >50%

13. Are you married?

 Yes
 No

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14. What is your relationship with people living in your household (Please tick & specify number where n >1)

Relation to self Number

 Father
 Mother
 Brother (s)
 Sister (s)
 Spouse
 Daughter (s)
 Son (s)
 Grandfather
 Grandmother
 Others (Please specify)

OWNERSHIP (CURRENT AND FUTURE)

15. Which vehicles do you/your household currently drives / own? (Choose multiple answers if required)
Primary user
Vehicle # of vehicles Company, Brand, Variant (Relationship to self)

Scooter

Motorcycle

Cars

Mopeds

Others

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 Please answer these questions only if the respondent owns a Motorcycle. Otherwise end survey
Answer for the Motorcycle brand currently being most used by the respondent

16. Which is your current/primary motorcycle –please tick one? All following questions will be for this
motorcycle
Hero Honda
Category Honda Bajaj TVS Yamaha Suzuki Motors
Platina,
Economy CD Dawn Star Crux Heat NA
CT 100
Splendor
Discover Jive CB Twister

Executive Passion Gladiator Zeus

XCeed /
Flame Shine
Glamour XCD
Hunk
Pulsar FZ16 Unicorn
Apache
Premium CBZ GS150R
RTR
Avenger Fazer Stunner
Karizma
Others
(please specify)

17. On a scale from 0 to 10, where "0" means "not at all likely" and "10" means "extremely likely", how likely
are you to recommend <INSERT BRAND RESPONDENT IS A CUSTOMER OF> to a friend or a
colleague?

Not at all likely Extremely likely

1 2 3 4 5 6 7 8 9
0 10

18. Did you buy a new Motorcycle or a second hand?

 New
 Second hand

19. What was most important influencer for choosing your bike? (Choose multiple if required)
 Print media
 TV advertisements
 Friends
 Family
 Driving bike before (friends/brothers bike)
 Others, please specify________________________________________________________

20. What was the trigger for purchasing a current motorcycle? (Chose maximum of 2 responses)
 Salary hike
 Promotion / new job
 Gift
 All friends bought a motorcycle
 Started going to college

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  Replacing old bike

 Others, please specify_______________________________________________________

21. Who made the final decision for the bike you bought?
 Yourself
 Spouse
 Dad / Parents
 Friends
 Others___________________________________________________________________

22. How many years have you owned your current bike?
 <1 year
 1-2 years
 3-4 Years
 5-6 Years
 7-8 Years
 9-10 Years
 >10 Years

23. How did you finance your current purchase?

 Cash (self)
 Cash (borrowed from family and friends )
 Loan

24. Is availability of financing (eg. Loan) a limiting factor in buying a motorcycle?

 Yes
 No
Why? _____________________________________________________________________________

25. At what age did you buy your first two-wheeler?

 <18
 18-22
 23-25
 26-30
 31-35
 36-40
 41-50
 > 50 yrs

26. What was the first two-wheeler you had bought?

 Moped
 Scooter
 Motorcycle

27. Is this your first Motorcycle?

 Yes

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  No
ASK THESE QUESTIONS IF THE ANSWER TO ABOVE QUESTION IS NO

A. Which Motorcycle did you have before? Please tick one motorcycle

Hero Honda
Category Honda Bajaj TVS Yamaha Suzuki Motors
Platina,
Economy CD Dawn Star Crux Heat NA
CT 100
Splendor CB
Discover Jive
Twister
Executive Passion Gladiator Zeus
XCeed /
Flame Shine
Glamour XCD
Hunk
Pulsar FZ16 Unicorn
Apache
Premium CBZ GS150R
RTR
Avenger Fazer Stunner
Karizma
Others
(please
specify)

B. On a scale from 0 to 10, how likely is it that you would recommend this bike to a friend or colleague?
(Where 0 is least likely and 10 is most likely)

Not at Extre
all mely
1 2 3 4 5 6 7 8 9
likely likely
0 10

C. Why did you switch (in case second bike model is different from the first one) brands?
 Did not like the performance
 Performance was good, but wanted to try a new bike
 Wanted to move to higher / different segment
 Others___________________________________________________________________

D. How long did you own your previous bike?

 <1 year
 1-3 years
 4-6 Years
 7-9 Years
 10-12 Years
 >12 Years

28. Based on your opinion, what is the average life for a bike (from the time it is sold to the time it reaches
junk)?

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  <3 Years
 3-5 Years
 6-8 Years
 9 Years
 10 Years
 11 Years
 12 Years
 13 Years
 14 Years
 15 Years
 16 Years
 17 Years
 18 Years
 >18 Years

Why?______________________________________________________________________________
___________________________________________________________________________________

29. Has the average life of a bike changed from the past?
 Yes
 No

A. If answer to above question is yes, based on your opinion what used to be the average life for a bike
(from the time it is sold to the time it reaches junk) in the past?
 <3 Years
 3-5 Years
 6-8 Years
 9 Years
 10 Years
 11 Years
 12 Years
 13 Years
 14 Years
 15 Years
 16 Years
 17 Years
 18 Years
 >18 Years

30. How would you dispose off your old bike? (Choose as many as applicable)
 Will give it to someone in the family
 Will sell it to a friend
 Will sell to a local mechanic
 Will sell to someone else
 Will give it to a scrap dealer
 Will exchange it for a new bike through the dealer
 Will never sell, keep it at home
 Have not given it a thought
 Others________________________________________________________________

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31. Where do you get your bike repaired/serviced?
 Dealer network/Service network of the motorcycle company
 Local mechanic
 Others. Please specify ______________

A. Which one do you prefer?

 Dealer network/Service network of the motorcycle company
 Local mechanic

a. Why? (Choose as many as applicable)

 Quality is better
 It is cheaper
 It is more reliable
 Turnaround time is less/ its quicker
 Others, please specify______________________________________

2W to 4W switch
Answer this section if the household of the person doesn’t own a car

32. When will be your next vehicle purchase? (A vehicle includes but not limited to motorcycle, scooter, new
car, used car, etc.)
 2011
 2012
 2013
 2014
 2015
 Post 2015 (>5 years from now)
 Have not given it a thought

33. What will be your next vehicle purchase?

 Motorcycle
 Scooter
 New car
 Used car
 Others

34. What has held you back from buying a car?

 No need
 Funds constraint
 Already have one car in the family
 High running/ operating cost
 Others? _____________________________________________________________________

35. At what pre tax annual income level would you buy a car?
 Rs 1L
 Rs 2L
 Rs 3L
 Rs 4L
 Rs 5L
 Rs 6L
 Rs 7L
 Rs 8L

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  Rs 9L
 Rs 10L
 >Rs 10L
 I would never buy a car.
 Affordability is not an issue

36. If you buy a car, will you continue keeping the motorcycle?
 Yes
 No

A. If answer to the above question is yes, WHY will you keep the motorcycle?
 Ease of local travel is greater with motorcycle
 Narrow roads not fit for 4W use
 2W is better for leisure travel
 Someone else in the family will use the motorcycle
 Others, please specify _______________________________________________

B. How likely are you to upgrade/ replace with a new motorcycle? Please rate on a rating scale of 1-5,
where 1 means “very unlikely” and 5 means “very likely”.

Very
Very likely
unlikely
1 2 3 4 5

Why?__________________________________________________________________
_______________________________________________________________________

2W to 4W switch
Answer this section if the household of the person owns a car

37. What was the most important reason for buying a car? (choose maximum of 2 responses)
 Family vehicle
 Business use
 Long distance travel
 Status symbol
 Others, please specify_______________________________________________________

38. What was the trigger for purchasing a car?

 Salary hike
 Promotion / new job
 Gift
 Children growing up
 New cheaper cars available in the affordable segment
 Others, please specify_______________________________________________________

39. What was your income level when you bought a car?
 Rs 1L
 Rs 1.01 - 2L
 Rs 2.01 - 3L
 Rs 3.01 - 4L

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  Rs 4.01 - 5L
 Rs 5.01 - 6L
 Rs 6.01 - 7L
 Rs 7.01 - 8L
 Rs 8.01 - 9L
 Rs 9.01 - 10L
 >Rs 10L

40. After you bought a car, what were your reasons for continuing keeping the motorcycle?
 Ease of local travel is greater with motorcycle
 Narrow roads not fit for 4W use
 2W is better for leisure travel
 Someone else in the family will use the motorcycle
 Others, please specify_________________________________________________

A. How long are you planning to keep your 2W?

 Planning to sell immediately
 1-2 years
 3-5 years
 6-8 years
 7-9 years
 10-11 years
 >11 years
 Not planning to sell
 Have not thought about it

41. How likely are you to upgrade/ replace the current with a new 2W? Please rate on a 5 point rating scale,
where 1 means “very unlikely” and 5 means “very likely”

Very
Very likely
unlikely
1 2 3 4 5

Why?______________________________________________________________________________
___________________________________________________________________________________

CONSUMER BUYING BEHAVIOUR

42. Why did you buy your current bike? (Choose maximum 2 options)
 High travel requirements in the job
 To hang around with friends
 To run family errands
 Status symbol
 Gift
 Others, please specify______________________________________________________________

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43. Why did you choose the particular model [the model person owns]?
______________________________________________________________________________________
_____________________________________________________________________________________

44. While deciding to purchase a motorcycle, what is your thinking process of coming to a consideration set (i.e.
choosing a set of bikes)? Please rank the following in order of thinking priority

Rank
Parameters 1 2 3 4
Budget/price range
Purpose of the bike – style
versus value
Brand
Price differential between
models falling within the
same budget range

45. Which are the top 3 companies that you would consider while purchasing a bike? ( From amongst Hero
Honda , Bajaj, TVS, Honda, Suzuki, Yamaha, Mahindra & Mahindra) – Please rank in order of
preference

Companies Preference / Rank 1,2,3

Hero Honda
Bajaj
Honda
TVS
Suzuki
Yamaha
Mahindra & Mahindra

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 46. How important are each of the following criteria to you when determining which 2W to purchase? Also
rank the top-two companies on each of the criteria

Please rate the Rank the companies based on the parameter given on the left. Only ask
importance of the for the top-two ranks (Fill in ‘1’ for Rank 1 and fill in ‘2’ for Rank 2).
following See reference table below for list of models for the brands chosen by the
attributes (on a customers for making his purchase decision
Statements scale of 1 to 5),
where 5 is the
most important
and 1 is the least Hero
important Honda Yamaha Honda Bajaj TVS
E.g. Parameter X 4 1 2
1. Value for
money amongst
bikes in similar
price ranges
2. Power (CC of
the engine)/
Pickup/
Acceleration
3. Mileage / Fuel
efficiency
4. Design / Style
quotient
5. Cost of spares/
maintenance
costs
6. Extensive
dealer/ service
station network
7. 2nd Hand
resale value
8. Durability/life
of bike
9. Reliability
(does not break
down in
adverse
conditions)

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 This table is for reference only
Hero Honda
Category Honda Bajaj TVS Yamaha Suzuki Motors
CD Dawn Platina, Star Crux Heat NA
Economy
CT 100
Splendor, Discover Jive, Gladiator Zeus CB
Executive Passion Flame Twister,
Shine
Glamour, Pulsar, Apache FZ16 GS150R Unicorn,
Hunk, Avenger RTR Fazer Stunner
Premium
CBZ,
Karizma

47. Which are the three most important criteria for you while making a purchasing decision (Give Rank 1 to
most important criterion, Rank 2 to second-most important criterion and Rank 3 to third-most important
criterion)
 Value for Money __________
 Power/pickup __________
 Mileage/Fuel efficiency __________
 Design/style quotient __________
 Cost of spares __________
 Extensive dealer/service station network __________
 2nd hand resale value __________
 Durability/life of bike __________
 Reliability __________

48. What would you associate with following brands (1-2 words)
 Splendor-
 Passion-
 Discover-
 CB Twister-
 Mahindra-
 Mahindra motorcycles/scooters-

49. How would you rate Bajaj Discover and Honda CB Twister on the following parameters on a scale of 1 to 5
where 1 is least applicable and 5 is most applicable? (please ignore if you have not heard about Bajaj
Discover & CB Twister)

Rating on a scale of 1-5 where 1 is least

Parameter applicable and 5 is most applicable
Bajaj Discover Honda CB Twister
1. Value for money amongst bikes in similar price
ranges
2. Power (CC of the engine)/ Pickup/ Acceleration
3. Mileage / Fuel efficiency
4. Design / Style quotient
5. Cost of spares/ maintenance costs
6. 2nd Hand resale value
7. Durability/life of bike
8. Reliability (does not break down in adverse
conditions)

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50. How important is it for your purchasing decision that the company keeps coming up with new models/
variants? (For e.g. Splendor has Splendor plus, Splendor pro, Super Splendor, Splendor NXG as variants)

Not
Very
important at
important
all
1 2 3 4 5

IMPACT OF HERO HONDA JV BREAK UP

51. What adjectives comes to your mind when you think of:
 Hero Honda: _______________________________
 Honda:____________________________________
 Hero: _____________________________________

52. While making a purchasing decision for a bike, - e.g. Splendor / Passion is your decision driven by the
brand – Splendor or is it based on the company – Hero Honda?
 Motorcycle Brand – Passion / Splendor
 Company – Hero Honda
Why?______________________________________________________________________________
___________________________________________________________________________________

NOTE: Hero Honda is a joint venture (JV) of two companies – Hero and Honda. Now they will
become two distinct companies, Hero Motorcycles and Honda Motorcycles. All current Hero Honda
motorcycles will continue in the market as brands of Hero motorcycles (For e.g. Hero Honda
Splendor will become Hero Splendor). However, Hero Motorcycles and Honda motorcycles might
soon launch newer brands which are not currently in the market.

Answer the below questions keeping the Note in mind

53. Would you consider existing Hero motorcycles (E.g. Passion, Splendor, Dawn, CBZ, Glamour, Hunk,
Karizma, etc) for your next purchase post the JV break up?
 Yes
 No

A. If yes, please choose which brand would you consider (please choose one based on your current
affordability and not an aspiration brand)?

Brands (please tick) Why?

CD Dawn Deluxe
Splendor
Passion
Glamour
CBZ
Karizma
Hunk

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 B. How likely are you to buy the above chosen brand?

Not likely
Very likely
at all
1 2 3 4 5

54. How likely are you to buy a newly launched Hero motorcycle model which is not there in the market right
now (not existing models like Splendor/Passion etc.)?

Not likely
Very likely
at all
1 2 3 4 5

55. How likely are you to buy a newly launched Honda motorcycle model in the 100cc segment which is not
there in the market right now?

Not likely
Very likely
at all
1 2 3 4 5

56. Once the JV breaks up and Honda and Hero become separate bike companies, which would be the top 3
companies you would consider while making your purchasing decision? ( From amongst Hero, Bajaj, TVS,
Honda, Suzuki, Yamaha, Mahindra and Mahindra)

Companies Preference / Rank 1-3

Hero
Bajaj
Honda
TVS
Suzuki
Yamaha
Mahindra & Mahindra

THANK YOU FOR YOUR TIME

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