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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 customers 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

y Do people buy branded helmets over unbranded helmets?y Do people prefer to purchase helmet while buying the two-wheeler?y Do income and age have an effect on the purchase decision of branded helmet?y What are the factors that influence the buying decision?

For these questions, have formulated following hypotheses:

y There is demand for branded helmets.y There is relationship between income and purchase decision.y There is relationship between age group and purchase decision.y Customers look out for specific features in a helmet.y 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 customers purchase in terms of a

helmet. For our analysis, we used the Chi-Square method, Factor analysis & Cluster analysis.

Research DesignWe 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

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didnt 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 peoplein 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.

y Malls Mega More (N.S. Road),More (Siddarth Nagar)

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We anticipate a good mix of people with various social backgrounds, interests, lifestyles,

income groups and age..

y Parking lots Devaraja Urs road, Sayyaji Rao road, Kalidasa road,Siddartha Nagar,JCNagar,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.