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MARKETING RESEARCH
PROJECT REPORT
PROFILE ANALYSIS
STUDY OF
ELECTRIC BIKE USERS
DECLARATION
PART I: Introduction
PART II:
PART III:
PART IV:
INTRODUTION
The face of auto industry, that was redefined with the invention of fuel-efficient
four-stroke engine technology, is all set to see dawn of a new era in two-
wheeler industry. It's not petrol or diesel or any other fuel, but its electricity that
have initiated a revolution in two-wheeler industry in India.
Indian two-wheeler industry has embraced the new concept of Electric Bikes
and Scooters that are very popular mode of personal transport in the developed
countries like America, Japan and China. With the rising cost of fuel at
International and national level, increasing levels of pollution and congestion in
transport system specially in Urban areas, higher running and maintenance cost
of vehicle, the electrically charged bikes or scooters have very bright future in
area of personal transportation.
Sustainable economic growth of India as well as rest of the world will depend
on effective energy planning. Nearly 40% of the world’s energy comes from
petroleum. Natural gas contributes to another 20% and these two natural
resources account for 60% of the world’s energy. The growth in consumption of
oil and natural gas in the past has been such that the consumption has been
doubling every 15 years. This trend is likely to continue and will lead to
complete depletion of natural resources in next 30 years.
It is significant to note that more than 20% of the world’s total primary energy
is consumed in transportation. There are more than 410 million cars currently in
the world and in another 20 years the automobile population will reach one
billion mark. It is also significant to note that after 1970 the new oil discoveries
have been very few and any new discoveries will not make any significant
contribution to the world’s energy pool.
Currently India imports about 70% of the fuels from abroad which is expected
to rise to 82% in 2012 if the rate of increase of fossil fuel powered vehicles
continues this way.
India can save over Rs 3700 crore in foreign exchange if three lacs of electric
vehicles come on road by 2020. There would also be significant health cost
savings as it could result in a reduction of over 16 lacs metric tons of CO, NOx,
and HC.
Economic and environmental forces are frequently pitted against each other and
many a times the financial cost of environmentally friendly technologies and
goods is so high that one has to strike a balance or look for Government
subsidies. Electric Vehicles are unique in this aspect as they are not only
economical but also environment friendly
EVs, including Electrotherm’s Yobykes, Hero Electric, TVS Motor and Oreva’s
E-bike, share a mere 1% pie of the nine million two-wheeler domestic market
sales annually, and has seen exit of several unorganised players (who would
import batteries from China and assemble EVs locally).
India also has the maximum market potential for EVs owing to an established
auto component infrastructure, low manufacturing and R&D costs. The
presence of large domestic market can be a boon to the EV manufacturers. It
can be efficient transportation vehicle in congested urban and metropolitan
areas where they have to stop at traffic signals again and again. They are perfect
for urban residents who commute between home and office within about 30-50
km per day. The EVs can transform urban India by reducing pollution and
improving public health.
YO BYKES
YObykes are battery-operated, economical, and Zero Tail Pipe Emission two
wheelers.
Once fully charged Yobykes can travel up to 75kms in one charge depending on
the load, speed & road condition.
ELECTROTHERM (India) Ltd was the 1st company to launch Electric two-
wheeler under the brand name of YObykes in India on a national in an
organized manner.
With more than 200 YOWorld (an exclusive Sales, Service and Spares
facilities) and the largest customer base of more than 75000 YObykes users,
YObykes has redefined the electric two wheeler market in India.
Profile Analysis of Electric bike users and potential customers of electric bikes.
RESEARCH OBJECTIVE
SCOPE OF STUDY
It has good scope for marketers as well as the firms involved with the
manufacturing and sales of electric bikes and scooters. It would also help the
dealers and suppliers to know better about their customers and their attitude
and lifestyle. This study would also give them an idea which customers
should be targeted in order to enhance the market for electric bikes.
RESEARCH METHODOLOGY
RESEARCH DESIGN:
The research has been conducted by going to the field and collected data.
Moreover the research deign is a cross sectional design.
NATURE OF DATA:
Qualitative research seeks out the ‘why’, not the ‘how’ of its topic
through the analysis of unstructured information.
SOURCE OF DATA:
Source of data has been both the primary and secondary data.
Classificatory data
• Secondary data:
The secondary data has been taken form internet, from Electrotherm
website (manufacturer of yo bykes), other websites, articles and
publications on electric bikes, journals and newspapers.
SAMPLE DESIGN:
o Sample Element-
Owners of electric bikes (yo bikes), who are the early adopters and
non owners of electric bikes but enquirers of the same.
o Sample Unit:
o Extent-
o Time-
o Sample Frame-
Floating population
o Sample Procedure-
o Sample size-
150 units
Hello, we are students of Jagannath International Management
School, Kalkaji and we are conducting a Marketing Research on the
“Profile Analysis of Electric bike users”. All answers and your
personal information that you share with us will be kept private and
confidential.
Q1. Can you name any 3 electric bikes or company’s manufacturing electric
bikes? (Leave blank if you cannot recall)
Q2. Please tick if you have heard about any of the following?
Electrotherm’s Yobykes
Hero Electric
TVS Motor
Oreva’s E-bike
2005-06 2008-09
2006-07 2009-10
2007-08
Q6. What is the age of the person for whom you purchased the electric bike?
10-12 18-20
13-15 20-25
Q7. Please tick the one which you find the most appropriate:
Bicycle Motorcycle
Scooter Car
Q9. Is your house owned or rented?
Q10. Occupation
Home-maker
10,000-25,000 40,000-80,000