Introduction 1.

A case study is a story about how something exists within a real world context that is created by carefully examining an instance. It recounts real life situations that present individuals with a dilemma or uncertain outcome. The case describes the scenario in the context of the events, people and factors that influence it and enables students to identify closely with those involved. When multiple cases are examined then it is called a comparative case study. 2. A case study is an intensive analysis of an individual unit (e.g., a person, group, or event) stressing developmental factors in relation to context. The case study is common in social sciences and life sciences. Case studies may be descriptive or explanatory. The latter type is used to explore causation in order to find underlying principles. They may be prospective, in which criteria are established and cases fitting the criteria are included as they become available, or retrospective, in which criteria are established for selecting cases from historical records for inclusion in the study. 3. A case study as a general approach to understanding phenomena can involve many specific methodologies such as interviews and direct observation. The art and science of creating case studies is known as the case method. Thus the case method is a set of specialized research and writing techniques designed to create rigorous case studies. It also refers to ways of teaching with case studies. Definition 4. Case study refers to the collection and presentation of detailed information about a particular participant or small group, frequently including the accounts of subjects themselves. A form of qualitative descriptive research, the case study looks intensely at an individual or small participant pool, drawing conclusions only about that participant or group and only in that specific context. Researchers do not focus on the discovery of a universal, generalizable truth, nor do they typically look for cause-effect relationships; instead, emphasis is placed on exploration and description. 5. Case studies typically examine the interplay of all variables in order to provide as complete an understanding of an event or situation as possible. This type of comprehensive understanding is arrived at through a process known as thick description, which involves an indepth description of the entity being evaluated, the circumstances under which it is used, the characteristics of the people involved in it, and the nature of the community in which it is located. Thick description also involves interpreting the meaning of demographic and descriptive data such as cultural norms and mores, community values, ingrained attitudes, and motives. Unlike quantitative methods of research, like the survey, which focus on the questions of who, what, where, how much, and how many, and archival analysis, which often situates the participant in some form of historical context, case studies are the preferred strategy when how or why questions are asked. Likewise, they are the preferred method when the researcher has little control over the events, and when there is a contemporary focus within a real life context. In addition, unlike more specifically directed experiments, case studies require a problem that seeks a holistic understanding of the event or situation in question using inductive logic-reasoning from specific to more general terms.

6. In scholarly circles, case studies are frequently discussed within the context of qualitative research and naturalistic inquiry. Case studies are often referred to interchangeably with ethnography, field study, and participant observation. The underlying philosophical assumptions in the case are similar to these types of qualitative research because each takes place in a natural setting (such as a classroom, neighborhood, or private home), and strives for a more holistic interpretation of the event or situation under study. 7. Unlike more statistically-based studies which search for quantifiable data, the goal of a case study is to offer new variables and questions for further research. F.H. Giddings, a sociologist in the early part of the century, compares statistical methods to the case study "on the basis that the former are concerned with the distribution of a particular trait, or a small number of traits, in a population, whereas the case study is concerned with the whole variety of traits to be found in a particular instance" (Hammersley 95). 8. Thomas offers the following definition of case study: "Case studies are analyses of persons, events, decisions, periods, projects, policies, institutions, or other systems that are studied holistically by one or more methods. The case that is the subject of the inquiry will be an instance of a class of phenomena that provides an analytical frame an object within which the study is conducted and which the case illuminates and explicates." History 9. It is generally believed that the case-study method was first introduced into social science by Frederic Le Play in 1829 as a handmaiden to statistics in his studies of family budgets. (Les Ouvriers Europeens (2nd edition, 1879). 10. The use of case studies for the creation of new theory in social sciences has been further developed by the sociologists Barney Glaser andAnselm Strauss who presented their research method, Grounded theory, in 1967. 11. The popularity of case studies in testing hypotheses has developed only in recent decades. One of the areas in which case studies have been gaining popularity is education and in particular educational evaluation. 12. Case studies have also been used as a teaching method and as part of professional development, especially in business and legal education. The problem-based learning (PBL) movement is such an example. When used in (non-business) education and professional development, case studies are often referred to as critical incidents. 13. When the Harvard Business School was started, the faculty quickly realized that there were no textbooks suitable to a graduate program in business. Their first solution to this problem was to interview leading practitioners of business and to write detailed accounts of what these managers were doing. Cases are generally written by business school faculty with particular learning objectives in mind and are refined in the classroom before publication. Additional relevant documentation (such as financial statements, time-lines, and short biographies, often referred to in the case as "exhibits"), multimedia supplements (such as video-recordings of interviews with the case protagonist), and a carefully crafted teaching note often accompany cases.
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Case Selection and Structure 14. An average, or typical, case is often not the richest in information. In clarifying lines of history and causation it is more useful to select subjects that offer an interesting, unusual or particularly revealing set of circumstances. A case selection that is based on representativeness will seldom be able to produce these kinds of insights. When selecting a subject for a case study, researchers will therefore use information-oriented sampling, as opposed to random sampling. Outlier cases (that is, those which are extreme, deviant or atypical) reveal more information than the putatively representative case. Alternatively, a case may be selected as a key case, chosen because of the inherent interest of the case or the circumstances surrounding it. Or it may be chosen because of researchers' in-depth local knowledge; where researchers have this local knowledge they are in a position to soak and poke as Fenno puts it, and thereby to offer reasoned lines of explanation based on this rich knowledge of setting and circumstances. Three types of cases may thus be distinguished: (a) (b) (c) Key cases Outlier cases Local knowledge cases

15. Whatever the frame of reference for the choice of the subject of the case study (key, outlier, local knowledge), there is a distinction to be made between the subject and the object of the case study. The subject is the practical, historical unity through which the theoretical focus of the study is being viewed. The object is that theoretical focus the analytical frame. Thus, for example, if a researcher were interested in US resistance to communist expansion as a theoretical focus, then the Korean War might be taken to be the subject, the lens, the case study through which the theoretical focus, the object, could be viewed and explicated. 16. Beyond decisions about case selection and the subject and object of the study, decisions need to be made about purpose, approach and process in the case study. Thomas thus proposes a typology for the case study wherein purposes are first identified (evaluative or exploratory), then approaches are delineated (theory-testing, theory-building or illustrative), then processes are decided upon, with a principal choice being between whether the study is to be single or multiple, and choices also about whether the study is to be retrospective, snapshot or diachronic, and whether it is nested, parallel or sequential. It is thus possible to take many routes through this typology, with, for example, an exploratory, theory-building, multiple, nested study, or an evaluative, theory-testing, single, retrospective study. The typology thus offers many permutations for case study structure. The Case Method 17. The case method has long been accepted as an important method for training managers and administrators. It is a method of learning based on active participation and cooperative or democratic discussion of a situation faced by a group. The method of discussion also replicates the manner in which most decisions are taken in practice. It also involves replicating discussions with supervisors, peers or subordinates. If properly used, it has the power to improve the acquisition of knowledge, skills and attitudes.

18. There is no unified case study method in public administration. Instead, a variety of methods exist each emerging at different points in time and addressing different research needs. The proliferation of different methods however does to preclude the creation/development of hybrid approaches/methods. Below are four dominant approaches to case methods. (a) Traditional Approach:Attempts to understand a subject through systematic gathering of empirical data. Emphasis is on ensuring that the research evidence is accurate and unbiased. As a result much of the case study report is spent describing and justifying the specific methodological decisions made and elaborating on detailed findings. It involves accurate observation and rigorous collection of evidence. Variants of this approach include: (i) Illustrative Case Study: is a descriptive account of the main characteristics of a real world example to clarify an idea or reinforce an argument. They typically utilize one or two instances of an event to show what a situation is like. Illustrative case studies serve primarily to make the unfamiliar familiar and to give readers a common language about the topic in question. (ii) Exploratory Case Study: Attempts to understand what happened within a case by looking beyond descriptive features and studying surround context. These are condensed case studies performed before implementing a large scale investigation. Their basic function is to help identify questions and select types of measurement prior to the main investigation. The primary pitfall of this type of study is that initial findings may seem convincing enough to be released prematurely as conclusions. (iii) Explanatory Case Study: Attempts to explain why certain behaviors occurred by determining causes and effects. (b) Business School Approach:It emphasizes analyzing decisions and actions of managers and their consequences through using real world examples to better prepare students for on the job challenges. Variants include: (i) Field Case Study: Involves the gathering of original research by gathering data within the context being studied. Usually involves direct observation and interviews. (ii) Literature Case Study: Developed by looking exclusively at already existing/published materials. (iv) Armchair Case Study: Explains a management idea by presenting a hypothetical scenario. (c) Learning History Approach:This method involves collectively reflecting on experience in order to draw constructive lessons. It analyzes actions, events, and episodes from multiple points of view in order to gain insights. (d) Best Practice Approach :- This method emphasizes analyzing the worthwhile and replicable practices likely to improve the way an organization operates i.e. analyzing
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factors likely to contribute to success or failure. The primary aim is to identify techniques that can be replicated elsewhere. Variants of this method include: (i) Implementation Case Study: Focuses on the change management aspects of putting a practice into effect within the workplace. Here the scrutiny is placed on each major stage of the process, not necessarily the long-term outcome. (ii) Success Case Study: Looks at those practices that have proven successful in terms of outcomes. Involves isolating success factors and likely causes of failure. (iii) Failure Case Study: Looks at situation where things went wrong with the intention of generating ideas about the practices that could have been implemented to prevent problems from happening or make recommendations for recovery. (e) Cumulative Case Studies:- These serve to aggregate information from several sites collected at different times. The idea behind these studies is the collection of past studies will allow for greater generalization without additional cost or time being expended on new, possibly repetitive studies. (f) Critical Instance Case Studies:These examine one or more sites for either the purpose of examining a situation of unique interest with little to no interest in generalizability, or to call into question or challenge a highly generalized or universal assertion. This method is useful for answering cause and effect questions. Theories of Case Study 19. Much of the case study's design is inherently determined for researchers, depending on the field from which they are working. In composition studies, researchers are typically working from a qualitative, descriptive standpoint. In contrast, physicists will approach their research from a more quantitative perspective. Still, in designing the study, researchers need to make explicit the questions to be explored and the theoretical perspective from which they will approach the case. The three most commonly adopted theories are listed below: (a) Individual Theories:These focus primarily on the individual development, cognitive behavior, personality, learning and disability, and interpersonal interactions of a particular subject. (b) Organizational Theories:- These focus on bureaucracies, institutions, organizational structure and functions, or excellence in organizational performance. (c) Social Theories:These focus on urban development, group behavior, cultural institutions, or marketplace functions. 20. After considering the different sub categories of case study and identifying a theoretical perspective, researchers can begin to design their study. Research design is the string of logic that ultimately links the data to be collected and the conclusions to be drawn to the initial questions of the study. Typically, research designs deal with at least four problems:
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What questions to study What data are relevant What data to collect How to analyze that data

21. In other words, a research design is basically a blueprint for getting from the beginning to the end of a study. The beginning is an initial set of questions to be answered, and the end is some set of conclusions about those questions. Because case studies are conducted on topics as diverse as Anglo-Saxon Literature (Thrane 1986) and AIDS prevention (Van Vugt 1994), it is virtually impossible to outline any strict or universal method or design for conducting the case study. However, Robert K. Yin (1993) does offer five basic components of a research design: A study's questions. A study's propositions (if any). A study's units of analysis. The logic linking of the data to the propositions. The criteria for interpreting the findings.

22. In addition to these five basic components, Yin also stresses the importance of clearly articulating one's theoretical perspective, determining the goals of the study, selecting one's subject(s), selecting the appropriate method(s) of collecting data, and providing some considerations to the composition of the final report Types of Case Studies 23. There are number of ways to categorize the case study. Basically, there are three categories: (a) Directed:- In Directed, the study leads to questions which can be answered using a simple yes or no. Such questions are termed as closed-ended. The cases are prepared after going through the course contents which differ from subject to subject. Obviously, a case on marketing would contain a situation where a consumer is confronted to choose one of the many types of products displayed on the shelves. (b) Analytical:- In Analytical, a study is developed giving background facts, happening of certain events and their repercussions. It shows a scenario and the users (the students) are asked to analyze the situation and come up with their answers which would differ from one student to another. Hence, the answers are termed as Open-Ended. (c) Dilemma:- In Dilemma Case Study, a student would be asked to decide on an action with knowledge of the consequences and risk-return trade off. A manager discovers some irregularities in accounts. He soon finds out that there was no fraud as it was just smoothing out the peaks and valleys. In the meanwhile, he learns that external auditors would soon comb the accounts and if they discover these irregularities, they would raise hell. Both scenarios have their pros and cons. If you were the manager would you inform the boss and have some of your colleagues axed or keep quiet as the irregularities would automatically be resolved by the end of the year.

Usefulness of Case Studies 24. Basically, a case study is an in-depth study of a particular situation rather than a sweeping statistical survey. It is a method used to narrow down a very broad field of research into one easily researchable topic. Because of its applicability in real-life and contemporary situations, it is useful in many fields like research, management, law and business as explained below: (a) Use in education:- In many business schools case-studies are extensively used as a teaching technique. Some prominent schools are Harvard Business School and Darden Graduate School of Business Administration in USA, INSEAD in France, the ICFAI Business School in India, Cranfield School of Management in UK , IESE Business School in Spain, IMD in Switzerland, Richard Ivey School of Business, in Canada. The cases are interesting as they bring out real-life situations with problems. This stimulates students more than textbooks which usually contain only hypothetical problems. Class room teaching coupled with case-method is called Socratic Method. This affords the students to orally response to difficult question to gain an insight into the problem. Moreover, it forces students to read, analyze and interpret cases themselves. They learn to separate relevant from irrelevant. (b) Use in social sciences:It has a good amount of contribution in psychology, anthropology and ecology. It tries to test theoretical models by using them in real life situation. (c) Use in Research:It is not much used in research as researcher prefers to go for quantitative methods. But it is a useful tool as it is used to avoid repeating fatal mistakes in the past. It enable the researcher to (i) build upon theory, (ii) produce new theory (iii) to dispute or challenge theory (iv) to explain a situation (v) to provide a basis to apply solutions to situations, (vi) to explore, or to describe an object or phenomenon. (d) Use in Business:Case studies recount management or real life business. The cases confront the business executives with a dilemma or uncertain outcomes. These are used to evaluate business program to find out their prospects for success or failure. Many strategies are formulated after going through case studies pertaining to business intelligence. It enables the users to calculate many financial indicators like Return on Investment (ROI) on its plans like expansion or shrinkage. (e) Finally, the case studies can be used as decision support tools and offer operational experience. Steps Involved in The Case Study 25. Before writing a case study, the writer should be prepared for an arduous task. Prerequisites are passion, problem solving skills, creativity, eye for detail, nose for writing and capability to think out of the box. (a) Define the research question:The study typically starts with 4 Ws of the problem, what, where, when and why. The research object can be a person, a group of
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people, a program or an entity. It may have linkage to social, historical, political or personal issues. All these factors coupled with identification of audience would guide how to design and conduct the study. (b) Select the cases and determine data gathering and analysis techniques:After finding out that a case study method is suitable for the research question, the writer may proceed further and select ways and means to collect the data. (c) Prepare to collect the data:Before going full blast, a pilot-test may be conducted using data collected through all affordable manners on small a scale. This is to assess possibility of problems in data collections. Once satisfied with the methods, further program may be chalked out such as (i) people or organizations to be contacted, (ii) letters introducing the data collecting staff or volunteers to those organizations, and (iii) plan for eventual codification and summarization of the data collected. (d) Collect data in the field:- The researcher must collect data from various sources keeping in view object of the study. Data could be collected through literature review, observations, surveys, interviews and experiments. It must be ensured that data collected is linked with the research question. (e) Evaluate and analyze the data:- In case study, the sample size is rather small but data sets are typically large, complicated and messy. Since most of the data collected is qualitative in nature, there are few rules and standard procedures. A widely practiced technique is Content Analysis whereby available information is broken into meaningful pieces for better understanding. In case study, the results are opinion based rather than outcome of statistical methods. 26. First, this calls for data reduction i.e. selecting, focusing and condensing. Second, data is displayed through diagrams, charts and tables. This is to facilitate identification of themes, patterns and connections that help solve the problem. Finally, it is revisited again and again to ensure that the data has links with the research question. Content of a Case Study 27. The following points are suggested for preparation of a case-study: (i) Executive summary, (ii) Problem statement, (iii) Alternatives, (iv) Conclusion and (v) Implementation. 28. However, a lot many case studies are informal in nature and may take the shape of a story, discussion, debate or role play. It may have one-page or many, be based on a single observation or more. 29. Further, it is assumed that the user may not have adequate knowledge of the subject and so the things are kept simple and non-technical. Advantage and Disadvantages 30. Main advantage is that the case-study generates interest as it exposes the users to a reallife situation and affords them an opportunity to apply their knowledge and skill in resolving the problems. Under this method, unusual cases can shed light on problems or events that are
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impractical or unethical to study in other ways. Further, the case-study is a good source of idea about behavior, a good method to study rare phenomena, a good opportunity for innovation and a good way to challenge theoretical assumptions. By focusing on specific issues, it can test a theory with a typical case at hand. 31. As regards dis-advantages, the insufficient information can lead to inappropriate results. When a researcher observes closely the subjects or respondents, it can change their behavior. Moreover, it is hard to generalize from a single case. 32. Besides the foregoings, students of some disciplines particularly law, dislike case studies as it require long hours in reading. Also they need time to adjust themselves for case-study learning. Some professors argue that the students lose enthusiasm and interest after going through a few cases. The Case Study Paradox 33. Case studies have existed as long as recorded history. Much of what is known about the empirical world has been produced by case study research, and many of the classics in a long range of disciplines are case studies, including in psychology, sociology, anthropology, history, education, economics, political science, management, geography, biology, and medical science. Half of all articles in the top political science journals use case studies, for instance. But there is a paradox here, as argued by Oxford professor Bent Flyvbjerg. At the same time that case studies are extensively used and have produced canonical works, one may observe that the case study is generally held in low regard, or is simply ignored, within the academy. Statistics on courses offered in universities confirm this. It has been argued that the case study paradox exists because the case study is widely misunderstood as a research method. Flyvbjerg argues that by clearing the misunderstandings about the case study, the case study paradox may be resolved. Misconceptions 34. Flyvbjerg (2006) identified five common misunderstandings about case-study research: (a) General, theoretical knowledge is more valuable than concrete, practical knowledge. (b) One cannot generalize on the basis of an individual case and, therefore, the case study cannot contribute to scientific development. (c) The case study is most useful for generating hypotheses, whereas other methods are more suitable for hypotheses testing and theory building. (d) The case study contains a bias toward verification, i.e., a tendency to confirm the researchers preconceived notions. (e) It is often difficult to summarize and develop general propositions and theories on the basis of specific case studies.

35. These statements can be said to represent the cautionary view of case studies in conventional philosophy of science. Flyvbjerg (2006) argued that these statements are too categorical, and argued for the value of phenomenological insights gleamed by closely examining contextual "expert knowledge".

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Case Study
For case study Pak Hero Industries was chosen. History 1. Pakistan is one of those countries of the world where Auto Rickshaws are extensively used as a public transport. Till 1996,Italian made Rickshaws were used in Pakistan having 90% market share. In 1996, a young Pakistani businessman and industrialist, Mr. Muhammad Javed Iqbal introduced PAK HERO RICKSHAW in Pakistani market. Produced within the limited resources this Rickshaw was a masterpiece of quality and performance, which brought about a revolution in the auto industry. It gained extensive popularity and in a very short period of time, PAK HERO became a known name all over Pakistan. PAK HERO auto rickshaw having similar functions, shape and use as that of Italian made rickshaw, proved to be a very close substitute for it. It is amazing that Pak Hero became the market leder in a period of only three year and its demand has been on the rise ever since. 2. Although PAK HERO has entered into automobile market only a few years ago, even then it has snatched the major market share from its competitors. PAK Hero is now considered to be one of the major automobile industries because it has built a good reputation in quality and performance. PAK HERO manufactures its products in accordance with customer needs. Its product range includes

3. PAK HERO established itself by manufacturing the high quality products. PAK HERO has a separate quality control department for a check at every stage of the production, from receiving raw material to completion of final product. To have a complete control over quality PAK HERO is following the international quality standards as per requirements of ISO 9000 to fulfil the needs of its valuable customers. PAK Heros trained workforce and experienced engineers devote their energies for the improvement of its products. Experts within the country and abroad are also consulted to assure the quality. Therefore its quality is, beyond doubt, the best. Location 4. PAK HERO is a private limited company. Its factory is located at 10 km Raiwind Road, Lahore. Some of the important industrial units of Pakistan lie in this region, being declared as Industrial Zone. Factory of PAK HERO is spread over four and a half acres of land . The other unit of PAK HERO is its warehouse and lies adjacent to the factory. Factory Capacity 5. Factory has a capacity to produce
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-12,000 auto rickshaws, -45,000 motor cycles -5,000 scooters per annum.

Companys Objectives (a) Provide best value for money to the customers.

(b) Earn serve foreign exchange through exports / imports substitution for country. (c) Provide a healthy work environment and facilitate the personal development of all employees. (d) Develop indigenous design capabilities.

Problem Introduction 6. In introducing the problem, consider the following three elements. (a) Problem Definition/ problem statement:- "How we can increase the sales of Pak hero PH-125 in Honda CG-125 capturing areas." (b) Statement of objectives:(i) (ii) Following are the objectives of this study.

Which social class is the main user of PAK HERO PH-125? What are the buying preferences of the persons using bike?

(iii) How the people are perceiving the price, quality and durable parts consumption of the PH-125 bikes. (iv) What is the current market position of PH-125 bike and who are its major competitors? (v) Why people are using PH-125 bikes or not

(c) Problem significance:- Pak hero PH-125 is a product, which is used by upper middle class. It provides power and reliability to the customers. Pak Hero introduces a new product in the market named as "PH-125 bikes" which has not fulfilled the expectations (expected high sales) of the company. So, one important factor in this research is that on what grounds a consumer accept or rejects the PH-125 bike. Since the main objective is to find out relationship between price, awareness and acceptance or rejection of PH-125 bikes, so the significance lies in finding out measures to increase the acceptance i.e. sales of PH-125 and consumer satisfaction. Price 7. Price may be defined as, "what is charged for something" or price is the amount of money and/or other items with utility needed to acquire a product. Price has been a major factor on the buying occasions. A seller usually is pricing a combination of,
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(a) (b) (c)

The specific good or service that is the object of the transaction. Several supplementary services (such as warranty) The want satisfying benefits provided by the product.

8. Price is significant in our economy, to an individual, firm, and the consumer's mind. Let's consider each situation. A product's price influence the amounts paid for the factors of production, land, labor, capital and organization. Price affects a firm's competitive situation and its market share. As a result price has considerable bearing on a company's revenues and net profits. Consumer's perceptions of product quality vary directly with price. Value is the ratio of perceived benefits to price and any other incurred cost. Following are the pricing objectives. (a) (b) (c) To get profit To achieve a target return on its sales or on its investment. To increase market share

(d) To increase sales volume by discounting or by some other aggressive pricing strategy. (e) To maintain the customers by offering good quality within the price limits.

Quota Sampling 9. A quota sample is a type of judgment sample. It is a sample, usually of human being, in which the information is collected purposively from the segments of a population (the quotas), e.g. the quotas of men and women; urban and rural; upper, middle and lower income groups; etc. These factors are termed quota controls. They are intended to make the sample as representative as possible and to reduce sampling bias that creeps in because the selection of respondents within the quotas depends on the personal choice of the interviewers. Interviewers being human are likely to look for persons who either share similar opinions or are personally known to them or are conveniently located. 10. Quota sampling may be considered as stratified sampling in which the selection of units within strata is non-random. The advantages of quota sampling are that it is cheaper, it is easy administratively and it is a very quick form of investigations. Quota sampling is widely used in public opinion polls and market research surveys. Theoretical Framework 11. The dependent variable, sales of PH-125 bike depend upon two independent variables, which are price and awareness. Most of the people in Pakistan belong to middle class and they prefer to buy products of low price with good quality. So high price of PH-125 bike affects its sale. We know that awareness of any product plays an important role to increase or decrease the sales of the product. So, unawareness of the customers about PH-125 bike can be the major reason for the failure of the PH-125 bikes.

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The price of PH-125 bike is comparatively high as compared to its competitors and close substitutes like Shorab 125. Similarly the awareness of the PH-125 is low because of less impressive advertisement. So, it is clear that the sale of Ph-125 bike is low because of high price and unawareness. Hypothesis Development (a) Independent Variable (i) (ii) (iii) (iv) (v) (vi) (b) Better engine performance Competitive prices Advertisement Durable parts Availability of spare parts Sales of PH-125

Moderating Variable (i) Income

(c)

Intervening Variable (i) Satisfaction

(d)

Dependent Variable (i) Sales of PH-125

Hypothesis 12. For this study, we have the following hypothesis: (a) Null Hypothesis Ho:- There is no relationship among engine performance, prices, advertisement, availability of parts and sales of PH-125. OR Above independent variables does not effect the sales of PH-125 as compared to Honda CG-125 . (b) Alternative Hypothesis H1 :- There is relationship among Better engine performance, Competitive prices, Advertisement, parts, Availability of spare parts and Sales of PH-125. Operationalizaion (a) Sales :- In this we will measure the sales of PH-125 bike whether the customers are buying it or not and why.

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(b) Price:- We have price as an independent variable and we will measure price offered by the company for PH-125 bike and the price offered by the main competitors. (c) Awareness :- Awareness is also an independent variable and we will measure it by the following indicators. (i) By asking the people whether they are aware of PH-125 bike or not.

(ii) If yes, then from which media vehicle they became aware of it. e.g. Newspapers, Magazines, T.V, Radio, Bill boards, word of mouth etc. Methodology 13. To perform this task, research was conducted in such a way that reflected the awareness towards PH-125 bike because of its price. The primary source of data collection was used and the instrument for data collection was personally administered "Questionnaire". This questionnaire was administered personally due to sampling information, administrative control, and helping the respondents in answering technical questions. The population of the research consists of ultimate consumers. Therefore "Quota Sampling" technique was used. Research Design 14. The purpose of this research was to establish the relationship between independent variables i.e. high price & unawareness and the dependent variable i.e. less sales of PH-125 bike. This is a field study because it examined the relationship between the variables. For this purpose survey was conducted and questionnaire was developed to get response of the people. Neither the variables were controlled nor artificial setting was created for the study. The unit of analysis for this study is an individual and tool of data collection is questionnaire. 15. For data collection we have used quota-sampling technique. We have made following quotas on the basis of users of PH-125 bike.

Quotas Lower class Middle class Upper class Total Field Work

Frequency 5 33 22 60

%age 8.33 55.00 36.67 100

16. We had 60 sample sizes. We went to the commercial and business areas to fill this questionnaire. The areas consisted of Litton Road and McLeod Road. During our field work, we suffered a few problems like negative responses from the respondents. Some of the persons hesitated & refused to fill questionnaire. But we faced all problems boldly as good researchers.
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Analysis and Interpretation of Data Table No.1 Categories Group Consumer Dealer Total Frequency 51 9 60 %age 85.00 15.00 100.00

17. In the table, out of 60 respondents 51 were consumers, which contribute 85.00 percent and remaining 9 were dealers, which were 15.00% of the total percentage. Table No.2 Age Group Age group years Below 20 21 - 30 31 - 40 41 - 50 Above 50 Total Frequency 2 11 22 19 6 60 %age 3.33 18.33 36.67 31.67 10.00 100.00

18. The table shows that out of 60 respondents, 22 were between 31-40 years, which is the major portion of samples. Then percentage is 36.67 which is the maximum. Then another percentages of age groups are 31.67% for 41-51 (years), 18.33% for 21-30 years 10.00% for above 50 years & 3.33% for below 20 years old. Table No.3 Income Group Income group (Rs) Below 5000 5000 - 9999 10000 - 14999 15000 - 20000 Above 20000 Total Frequency 2 4 14 19 21 60 %age 3.33 6.67 23.33 31.67 35 100

19. The table shows that most of our respondents, have above 20,000 Rs. income groups, its percentage is 35.00. And other respondents belong to these income groups, 15000-20000 Rs. are
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31.67% for 10000-14999 Rs. are 23.33% and for 5000-9999 Rs. are 6.67% and below 5000 Rs. are 3.33%. Table No.4 Educational level Educational level Under Metric Metric Intermediate Graduate Post-Graduate Any other Total Frequency 3 16 11 18 6 6 60 %age 5.00 26.67 18.33 30.00 10.00 10.00 100.00

20. Table shows that most of our respondents are Graduates, which are 30%, then other percentages for Metric 26.67% for Intermediate 18.33%, for another 10.00% for postgraduates are 10.00% for under Metric 5.00%. Table No.5 Occupation Occupation Average level businessman Govt. Employees Private employ Any other Total Frequency 22 16 17 5 60 %age 36.67 26.67 28.33 8.33 100

21. Most of our respondents are average level businessman, which are 36.67%. And for other occupations like Govt. Employees, or Private employee and any other field we got results, which are 26.67%, 28.33%, and 8.33% respectively.

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Table No.6 Monthly Range of consumption of Petrol Range (Petrol Liters) Below 10 10 - 24 24 - 30 30 - 40 40 - 65 65 - 90 90 - 120 120 or above Total Frequency 1 3 6 7 11 14 8 10 60 %age 1.67 5.00 10.00 11.67 18.33 23.33 13.33 16.67 100.00

22. Table shows that highest percentage of respondents 23.33% lies in the monthly range 6590 (Petrol in Liters). Having low ranges of monthly bills from it, respondents are also very few. But for range of 90-120. Respondents are 13.33% and for 120 & above are 16.67%. Table No.7 Is Petrol consumption high? Response Yes No Total Frequency 56 4 60 %age 93.33 6.67 100.00

23. Mostly our respondents think that their petrol consumption are high. They are 93.33% but 6.67% respondents consider it satisfactory. Table No.8 Bike model mostly used Models PH-125 CD-70 Sohrab Js-70 CG-125 Chinese Brands Total Frequency 8 31 1 15 5 60 %age 13.33 51.67 1.67 25.00 8.34 100.00

24. From table, 13.33% of our respondents use Ph-125Bikes. Most of the respondents were using CD-70 Bike because many other reasons.
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Table No.9 Reasons for selecting the particular Bikes Reasons Work Low consumption Low price Availability Any other Total Frequency 6 13 33 5 3 60 %age 10.00 21.67 55.00 8.34 5.00 100.00

25. 55.00% respondents select that particular model of bike due to low price 21.67% respondents select due to low consumption 10.00% respondents due to work, 8.34% & 5.00 due to availability and any other reason. Table No.10 Awareness of PH-125 Bikes Awareness Yes No Total Frequency 26 34 60 %age 43.34 56.66 100.00

26. Most of our respondents, which are 56.66%, are not aware of PH-125. Awareness level is very low. Only 43.34% respondents are well award about it. Table No.11 Media of Awareness Media Newspapers Magazines T.V/Satellite Channel Billboards Word of mouth Any other Total Frequency 3 5 6 2 9 1 26 %age 11.54 19.23 23.08 7.69 34.62 3.850 100.00

27. Most of our respondents become aware of PH-125 by word of mouth, which are 34.62%. From magazines, 19.23%, from T.V/Satellite Channel are 23.08% from billboard are 7.69, newspapers are 11.54 and from any other source, only 3.85 respondents.
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Table No.12 Rank most likely features Features Less Consumption Design Affordability Availability Kind of Bike Guarantee Excellent 7 12 2 2 -7 Very Good 5 15 4 13 4 10 Good 4 6 4 12 6 13 Fair 18 1 5 5 13 3 Poor --19 2 15 1 Total 34 34 34 34 34 34

28. The table shows that most of the respondents dont like the "less consumption" feature of PH-125 very much. Then most of the people like its design. Most of the respondents say that its affordability is poor. PH-125 has very good availability. Its PH-125 is not liked by most of the respondents. According to most of the respondents, its guarantee feature is good. Table No.13 Availability of PH-125 Response Buy any other bike You search for it Postpone the purchase Total Frequency 16 8 7 31 %age 51.61 25.81 22.58 100.00

29. This table shows that 51.61% of our respondents buy another bike. 22.58% of our respondents postpone their purchase decision. But only 25.81% are those customers who search for it. Table No.14 Type of BIKE mostly preferred Type PH-125 CG-125 Total 30. Frequency 12 19 31 %age 38.71 61.30 100.00

Our 61.30% respondents like CG-125 and only 38.71% respondents prefer PH-125.

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Table No.15 Satisfaction with the features of PH-125 Response Yes No Total Frequency 12 19 31 %age 38.70 61.30 100.00

31. Most of our respondents i.e. 61.30% are not satisfied with the features & work of PH125. But only 38.70% are satisfied from it. Table No.16 Satisfaction with the availability of PH-125 bike Response Yes No Total Frequency 25 6 31 %age 80.65 19.35 100.00

32. The table shows that 80.65% of respondents are satisfied with the availability of PH-125. And 19.35% are not satisfied with its availability. Table No.17 Reasons for the preference of PH-125 Response Quality Guarantee Availability Price Diesel consumption Advertisement Brand Name Total Frequency 8 6 4 0 6 1 6 31 %age 25.81 19.35 12.90 0 19.35 3.23 19.36 100

33. The table shows that most of the respondents prefer MF-260 tractors because of its quality, and their percentage is 25.81% then 19.35% and prefer it because of its guarantee and diesel consumption respectively. All of the respondents dislike its price which is high.

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Table No.18 Reason for not using PH-125 Response Awareness Price is high Not availability Don't liking the bike Claim made by the Company are vague Any other Total Frequency 7 11 1 4 2 0 4 29 %age 24.14 37.93 3.45 13.79 6.90 0 13.79 100

34. The table shows that 23.14% of respondents do not use PH-125 because they are not aware of it. And 37.93% do not use it because its price is high. So price and awareness are main reasons for its low sale SWOT Analysis (a) Strengths (i) (ii) (b) Comparably low price of products. Popular in rural areas

Weaknesses (i) We found that there is a lack of computerization and as well automization. highly

(ii) The staff is not very well educated so they are incapable of doing profiled jobs.

(iii) There is lack of communication between the management and staff. Slow implementation of plans (c) Opportunities (i) If the quality of the product can be improved they can get more market shares with little price variation. (ii) Designing improvement can also bring more customership.

(iii) Automation and computerization can increase the productivity and decrease in cost effect.

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(d)

Threats (i) Other competitors are offering better product in quality, warranty, designing, colour schemes, consumption, etc. (ii) Chinese products are present in the market with very less prices and better quality.

Recommendations 35. These are as: (a) As per our observations the competitors in the last year has followed the policy of reducing the price of competitive brand and maintained the same level of quality. This causes reduction in many potential customers of PAK HERO. There is a strong need to overcome to solved this problem by reducing price and improve the quality. (b) Another factor, which needs a little consideration, is the attitude of the dealers. We have observed that the dealers mostly do not put any effort to increase the sales of bikes. They only depend upon the efforts of the sales force and advertisement campaign. They only worry about the commission they receive from Pak hero. As a matter of policy Pak hero provides two types of commission i.e., booking and area commission to the dealer whether the bikes is booked by the dealer or directly at the Pak hero's office. The policy needs a little adjustment so as to make the dealer work hard for his commission. (c) The dealers network of Pak hero is not very wide. There is a strong need of widing and strengthen the dealers network throughout the country, (d) The competition is very intense in the domestic market and the market is almost already saturated. The Pak hero has constructed a new project with production capacity almost twice than that of existing plant. So company should search for new foreign markets and start exporting their products to these markets. It will not only help them by increasing their sales, but will also help the country's economy.

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Conclusion 36. Though a multiplicity of case methodologies exist, it is important to select methodologies to fit to a specific teaching and learning context. This is because not all of case approaches are appropriate for applications in training and development contexts. 37. Case studies are like a summary of real-life events based on actual data and research. The writer isolates the event and concentrates on its key issues, weighs pros and cons of various options and gives sufficient material to reach a solution. 38. The division between history and case study is often uncalled for when the case is an artefact. Case studies with a stronger methodological influence from historical research will probably develop: historical case studies in which case study methodology and history combine. The combination of qualitative and quantitative approaches is well established in case studies, but nonetheless, the differing quality standards regarding truth, applicability, consistency, and neutrality in qualitative and quantitative research are difficult to codify. Finally, the principal issue of the debate: how we may generalise from a case. Maybe we will see case studies where the different modes of generalisation are explicitly combined. These are all aspects of case study methodology, which has the potential for further development. In management literature, case studies have a prominent position. It is an interesting way of accomplishing some objectives like training of personnel or students. The case studies are appropriate when the researcher wants to answer a description question.

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References Collingwood, Robin George. (1939/1978). An Autobiography. Oxford: Clarendon. Collingwood, Robin George. (1943/1994). The Idea of History. Oxford: Oxford University Press. Denzin, Norman K. (1978). The research act: A theoretical introduction to sociological methods. (2nd ed.). New York: McGraw-Hill. Gillham, Bill. (2001). Case Study Research Methods. London, New York: Continuum. Groat, Linda, & Wang, David. (2002). Architectural research Methods. New York: John Wiley & sons. Ginzburg, Carlo. (1989). Clues: Roots of an Evidential Paradigm. In Carlo Ginzburg. Clues, Myths, and the Historical Method. Baltimore: John Hopkins University Press. Glaser, Barney, & Strauss, Anshelm. (1967). The Discovery of grounded Theory: Strategies for qualitative research. Chicago: Aldine. Johansson, Rolf. (2000a). Ett bra fall r ett steg framt. Om fallstudier, historiska studier och historiska fallstudier. Nordic Journal of Architectural Research, 13, no 12, 65-71. Johansson, Rolf. (2000b). Om abduktion, intuition och syntes. Nordic Journal of Architectural Research, 13, no 3, 13-19. Johansson, Rolf. (2002). Ett explikativt angreppssstt Fallstudiemetodikens utveckling, logiska grund och betydelse i arkitekturforskningen. Nordic Journal of Architectural Research, 53, no 2, 1928. Layder, Derek. (1998). Sociological Practice. Linking theory and social research. Thousand Oaks: Sage. Merriam, Sharan B. (1988). Case Study Research in Education. San Fransico: JosseyBass Inc. Publ.

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