METHODS IN BUSINESS

RESEARCH

TERM REPORT
ELECTRIC BIKE
Faculty Name:
Miss Saadiyeh Said
Submitted by:
Omar Jawed (14950)
Syed Fazal Abbas (12903)

Table of Contents
Research Proposal........................................................................................................................2
Executive Summary.................................................................................................................... 4
Conclusion..................................................................................................................................5
Recommendations................................................................................................................6
Introduction...................................................................................................................................7
Problem statement.................................................................................................................. 7
Research objectives:................................................................................................................7
The qualitative research:........................................................................................................... 8
Desk research........................................................................................................................... 8
Focus Group........................................................................................................................... 9
Theoretical framework

.......................................................................................................................................................
12
Hypotheses development:

....................................................................................................................................................
13
Research design

.......................................................................................................................................................
14
Population

....................................................................................................................................................
14
Sample

....................................................................................................................................................
14
Data collection method:

....................................................................................................................................................
15
Nature of the study:

....................................................................................................................................................
15
Time frame

....................................................................................................................................................
16
Hypothesis Testing

.......................................................................................................................................................
17
Sample Analysis

.......................................................................................................................................................
21
Cross tabulation Analysis

....................................................................................................................................................
43

Descriptive Analysis

.......................................................................................................................................................
44

Conclusion

.......................................................................................................................................................
46
Recommendations

.......................................................................................................................................................
48

Limitations

.......................................................................................................................................................
49

Acknowledgement

.......................................................................................................................................................
50

Appendix

.......................................................................................................................................................
51
Survey Questionnaire

....................................................................................................................................................
51
Focus Group Guidelines

................................................................................................................................................
53

Research Proposal
Problem statement
The aim of the research is to understand the customer acceptance of electric bikes amongst males
between the ages of 18-25 in all income levels and to understand consumer mindset and
preference in purchasing of the bike.
Research objectives:
1. To find out the awareness about electric bikes
2. To know the consumer preference for usage of motor bikes
3. To understand consumer characteristics
4. The determine consumer affordability
5. To understand competition in the market
Background information: TAZ trading company wants to enter the Pakistani bikes market with
its product which is electric bikes. It wanted to know the consumer insights, characteristics,
preferences, buying behavior so that they can market their product according to those variables
that is why they asked us to gather information on the male bike users who they saw as their
potential buyers and we for our own convenience selected university students as they were easily
approachable and were also coming on the criteria set by the company. We also selected few
respondents from outside the university so that the answers could not be curtained to one mindset
that of university going students. So we firstly prepared our research proposal which was
approved by the company and our faculty for MBR after which we began our planning as to how
we will conduct the research which took us one week time in which we planned on making a
questionnaire and conducting a focus group so this was how our research was initiated

DESK RESEARCH

There are around 1.5 million bikes in Karachi according to Karachi transportation and
improvement project (KTIP).

Fuel consumption of electric bike compared to normal bike

A normal bike on average gives 50km per liter. The cost of per liter petrol now days are
113.
Electric bike have 4 batteries of 12v which makes it 48v battery. The cost of
charging the battery for 5 to 6 hours will be around 32 rupees and will give 70 km.
2

Availability of electricity in Karachi and hours of load-shedding.

IMPORTANCE OF THE STUDY

The study is important because TAZ trading wants to measure the demand for the electric bike
before launching is product in the market. The findings of the research will help the company in
better understanding of the market and whether there is potential demand for their product.

RESEARCH DESIGN
We will conduct a descriptive research as we want to understand the consumer characteristics
and behaviour. These people selected will be from different areas of Karachi.
Methodology: Questionnaire
Sample design: We will select a sample size of 400 bike users of 18-45 age groups. We are
taking this age group because we want to focus on the decision makers. The sample would be
selected on convenience basis.
NOTE: The sample will include anyone who can afford a bike or has a bike, has an electricity
connection, 1 TV, 1 fridge.

DATA ANALYSIS
We will analyse the data through SPSS software, which is a software package used for statistical
analysis. Graphs will be created in order to better understand the data and visualize it easily.

NATURE AND FORMS OF RESULTS

The findings of the research will be presented through presentation and a hard copy of the entire
research will be submitted.

QUALIFICATION OF THE RESEARCHER

Conducted a research on how dreams effect the lives of the people

Conducted market research for Lakhani silk mills
Wrote a Case study on Marketing strategies for Pakistan premier league

Executive Summary
The aim of the research is to understand the customer acceptance of electric bikes amongst males
between the ages of 18-25 in all income levels and to understand consumer mindset and
preference in purchasing of the bike.
We conducted a descriptive research as we want to understand the consumer characteristics and
behavior in the automobile industry. These people selected will be from different areas of
Karachi. We conducted a focus group. Five males were selected from our targeted sample to
conduct the focus group. The purpose of this focus group is to find out what bike users think
about electric bikes and what are the main features they look for in purchasing a bike. The
participants were already informed about E-bikes before the start of the focus group so that no
one would face difficulty in answering questions related to it. The session went on for 30
minutes in which respondents answers were recorded and the result were analyzed. According to
respondent they though that speed, price and design of the bike were important feature while
buying a bike. They thought that the idea of the bike is good but they didnt like the design of the
bike. Moreover they said that the speed of the bike was slow.
We also conducted a survey through questionnaire to get detail knowledge about the consumer
preference in the market among out targeted sample. We will select a sample size of 200 bike
users of 18-25 age groups. The sample was selected on convenience basis. The sample consisted
of population from various areas of karachi. Such as johar, defence, tariq road and IOBM.
After completing the survey we analyzed the respondent responses. We analyzed the data
through SPSS software, which is a software package used for statistical analysis. Graphs were
created in order to better understand the data and visualize it easily. Moreover cross table were
created to do in-depth analysis of the findings.
Three hypotheses were developed which were:

Is there a positive relation between respondent satisfaction and mileage of the bike

Is there a positive relation between respondent satisfaction and maintenance cost

Is Design is the Least important factor while purchasing a bike

Conclusion
The results of the survey also showed that the respondents consider speed, design and price of
the bike an important feature while buying the bike. Moreover maintenance cost was also
considered important by most of the respondents.

The consumer buying behavior had few features which included price, brand, engine
capacity, mileage, speed, design, resale value and maintenance cost. The design was seen
as an important factor in making the buying decision as we applied t-test on design being
least important as the significance came to be less than 0.05 so it showed that design was
an important factor in purchasing bike. Next was price which was also an important
factor in purchasing a bike because 72% favored in it being an important factor including
percentages of people varying from important to most important. Another factor was
brand which also was an important factor for consumers in making the buying decision as
again only 28% did not favor it rest 72% favored it in being important factor. Next factor
was engine capacity which was mostly favored to be important by 36% rest were
dispersed between least important and most important. Another factor was it was seen as
the most important factor as 84% respondents were in favor of it being an important
factor some making it more important than others. Next was speed which was seen by
respondents as very important and only few thought of it as not being important. Next
was resale value which was again led by being important, very important and most
important and only 19% responded with least and somewhat important. Last was
maintenance cost which was chosen as important by most respondents so most of the
factors were important for consumers when buying bike.

The most of the respondents were satisfied with the performance of their bike while few
others were strongly satisfied and few were dissatisfied.

The respondents were aware about electric bike by 55% and most of them had heard
about it through internet and others through television rest were scattered through radio,
someone and newspaper

The analysis also showed us that the 53% of respondents were not affected by petrol
prices and rise in them which was a notable fact in todays economic conditions.
5

35% of the respondents said they neither liked the idea of electric bike nor they did not
like it while other 35% liked the idea.

Although many respondents liked the idea of electric bike 65% were not willing to buy
the bike which shows that although people might have liked the idea the usage of the bike
may not come in line with their needs or requirements of a bike. One thing to be added
here is that few of the respondents were more interested In buying the E-bike before we
showed them its photo while after showing them the photo they were less interested so
this shows that the design of the bike was not liked by the respondents and they hold it
above all features when purchasing the bike. Also when we asked few of the respondents
why they would not buy the bike they said that because the speed was too low as
compared to bikes they have or are available in the market so speed is another factor that
the respondents hold closer to them when selecting a bike.

The family income of 70% respondents was between the 60000- above 80000 bracket
that shows that affordability was not their problem but it might be for other respondents
who are not from university but the main factor was of design and speed that the
respondents used to give their answers.

Recommendations

36.5% out of the total respondent stated that they will buy the electric bike while 63.5%
of the respondent stated that they are not willing to buy the bike. A large proportion of the
sample population stated that they are not willing to buy the Electric bike. After
analyzing it was found that the respondent take the speed, design and maintenance cost of
the bike as a most important factor for making a buying decision for a bike. It was found
out that the respondent didnt like the speed and design of the bike.The TAZ trading need
to focus on improving the speed and the design of the electric bike. They could achieve
more speed by using a more powerful motor for the bike. They need to change the design
of the bike or at least introduce a better design because our targeted sample was young
male between age group 18-25 who prefer a stylish bike design.

Introduction
Problem statement
The aim of the research is to understand the customer acceptance of electric bikes amongst males
between the ages of 18-25 in all income levels and to understand consumer mindset and
preference in purchasing of the bike.

Research objectives:
6. To find out the awareness about electric bikes
7. To know the consumer preference for usage of motor bikes
8. To understand consumer characteristics
9. The determine consumer affordability
10. To understand competition in the market
Background information: TAZ trading company wants to enter the Pakistani bikes market with
its product which is electric bikes. It wanted to know the consumer insights, characteristics,
preferences, buying behavior so that they can market their product according to those variables
that is why they asked us to gather information on the male bike users who they saw as their
potential buyers and we for our own convenience selected university students as they were easily
approachable and were also coming on the criteria set by the company. We also selected few
respondents from outside the university so that the answers could not be curtained to one mindset
that of university going students. So we firstly prepared our research proposal which was
approved by the company and our faculty for MBR after which we began our planning as to how
we will conduct the research which took us one week time in which we planned on making a
questionnaire and conducting a focus group so this was how our research was initiated

The qualitative research:

Desk research

There are around 1.5 million bikes in Karachi according to Karachi transportation and
improvement project (KTIP).

Fuel consumption of electric bike compared to normal bike

A normal bike on average gives 50km per liter. The cost of per liter petrol now days are
113. Electric bike have 4 batteries of 12v which makes it 48v battery. The cost of
charging the battery for 5 to 6 hours will be around 32 rupees and will give 70 km.

Availability of electricity in Karachi and hours of load-shedding.

This report presents findings from qualitative research carried out with bikers and other road
user. A key finding from an initial literature review was that relatively little work has been done.
This research was designed to start to fill that gap. As such, this report is largely descriptive,
aiming to provide perceptions and behavior among bikers of the electric bike. We have focused
on being as comprehensive as possible, at the risk of giving equal weight to points which may be
considered of different levels of importance. All of the distinctions we make, being based on
qualitative work, would benefit from quantitative validation and scaling. We hope that the
findings in this report will prove useful; but our focus throughout the design, delivery and
reporting of the research has been on the electric bike.

Focus Group

The purpose of this focus group is to find out what bike users think about electric bikes and
what are the main features they look for in purchasing a bike. The participants were already
informed about E-bikes before the start of the focus group so that no one would face difficulty in
answering questions related to it. We have chosen 5 male bike users of ages between 18-25
years.
Q1. What do you guys think of Honda being the market leader in the bike market?
Q2. What features do you people look for in a bike?
Q3. What do you think of E-bikes?
Q4. Do you think we should introduce this bike in Pakistan?
Q5. Which income group should we target or should it be open for all?
Q6. Would you go for a bike with batteries as a power source then the usual bikes?
Q7. Are the bikes you have up to the standard you desire or you want more?
Q8. Is your bike worth the money you have given for it?
Q9. What are the things that E-bike should look to improve in?
Q10. Is E-bike the next big thing in bike market?

Transcript

A1. First person said he thinks it is the right market leader as it has given all the features to us
while others agree one person said it is over-rated as Suzuki is better than it in terms of grip and
smoothness in ride.
A2. Most of the respondents said that they look for design, price and speed as main features in
the bike when they go for purchasing it. One of them said he looks for re-sale value as well.
A3. All of them thought of it as a good idea which can be accepted by the bike users but all of
them thought that it can be risky because of illiteracy in Pakistan.
A4. Some of them said that they should as it will provide more choice for people where as
others said that the people might not accept it due to technicality in this bike of charging the bike
and then using it. Moreover they said that load shedding might affect the use of the bike.
A5. 2 participants said that they should target all income groups as they should not limit their
customers while the other 3 participants said that they should target high income class as they
can only deal with its technicality
A6. 2 participants said yes as this would be a great idea then waiting for petrol to open and
close due to uncertain law and order conditions while other 3 said that it would be rather easy to
go and get petrol for your bike then to charge batteries in it.
A7. 4 participants said that the bikes were up to the standard but one said that his bike should
have more comfort and safety level for his use.
A8. 3 participants said it is worth it but 2 participants said that they would have been satisfies if
the prices of their bike would have been lower than would they have given.
A9. All of them agreed that the speed and the design were the two areas they have to work in
order to succeed otherwise it would be difficult where as one participant said that the technicality
in batteries should be removed
A10. 3 said that it may be due to new vision but the perception of bike users in Pakistani
market is not one to be inspired by vision so it may not be the next big thing while 2
participants said it will definitely not be the next big thing.
10

Analysis and Finding of Focus Group

Most of the respondents said that Honda is the deserving market leader as it provides the entire
feature to them. While purchasing a bike the respondents stated that speed and design of the bike
are one of the factors they look for in a bike. The entire participant stated that it was a good idea
to introduce the electric bike in Pakistan as it will provide them with more alternatives in the
market. In addition to this they said that load shedding and illiteracy rate in Pakistan might
affect the use of the bike.
Participants said that the bike can be launched for all groups of income level. Almost all of the
respondents were satisfied with their bikes performance. Moreover the entire respondent agreed
that the speed, price and design of the bike were most important for them while purchasing a
bike. The respondent also stated that they like the idea of the bike but the manufacturers of the
bike need to improve the design of the bike. In addition to this they also said that they should
also try to increase the speed of the bike.

11

Theoretical framework
A theoretical framework is a conceptual model of how one theorizes or makes logical sense of
the relationships among the several factors that have been identified as important to the problem.
The theoretical framework discusses the interrelationships among the variables that are
deemed to be integral to the dynamics of the situation being investigated. Basic features of
Theoretical Framework; there are five basic features that should be incorporated in any
theoretical framework.

The variables considered relevant to the study should be clearly identified and labeled in
the discussions.

The discussions should state how two or more variables are related to one another. This
should be done for the important relationships that are theorized to exist among the
variables.

If the nature and direction of the relationships can be theorized on the basis of the
findings of previous research, then there should be an indication in the discussions as to
whether the relationships would be positive or negative.

There should be a clear explanation of why we would expect these relationships to exist.
The arguments could be drawn from the previous research findings.

Credibility of
the Brand
Degree of
Awarenes
s

Cost

Overall
Performanc
e

Electric
Bike

Acceptanc
e
Level

12

Hypotheses development:
A hypothesis can be defined as a logically conjectured relationship between two or more
variables expressed in the form of a testable statement. Statement of Hypotheses: Formats
Hypotheses can be set either as propositions or in the form of ifthen statement.
Characteristics of hypothesis

Hypothesis should be clear and precise.

It should be capable of being tested.

It should state relationship between variables.

It should be stated as far as possible in the most simple terms so that. The same as easily
understandably by all the concerned.

It should be limited in scope and must be specific

Hypothesis

Is there a positive relation between respondent satisfaction and mileage of the bike

Is there a positive relation between respondent satisfaction and maintenance cost

Is Design is the Least important factor while purchasing a bike

13

Research design
Population
Population refers to the total of items about which information is desire. The attributes that are
the object of study are referred to as characteristics and the units possessing them are called as
elementary units. The aggregate of such units is generally described as population. Thus, all the
units in any field of inquiry constitute universe and all elementary units constitute population. 3
Population can be finite and in finite the population is said to be finite if it is consist of affixed
number of elements so that it is possible to enumerate it in its totality. An infinite population is
which it is theoretically impossible to observe all the elements. The population is specific group
of people, firms, conditions, activities etc. which forms the pivotal of research for developing
and using a sample, it become primary duty of researcher to define the population from which to
draw the sample

Sample
To achieve the objective the Karachi was selected Sample: The sample is the representative unit
of population. The researcher has taken the consumer as sample for this research. Since in this
research the researcher has collected the sample according to his own convenience.
Our target population was male bike users between the ages of 18-25 years. The sample
included anyone who had a bike for use. The sample size was of 200 people which were selected
from different areas of Karachi. Around 60% were university students and 15% were from
Gulshan and 15% were from Defence and 10% were from Tariq road. It was a non-probability
sample because we did not knew which person drove a bike or not and each respondent was
selected randomly, it was a convenience method because we selected respondents from our
university then from our areas in which we live. What we really studied were the characteristics
of the people who use bikes and their preferences and buying behavior so that we could use that
information to bring analysis to our study.

1
4

Data collection method:

The task of data collection begins after a research problem has defined. Researcher should keep
in mind two types of data, primary data and secondary data. The primary data are those, which
are collected a fresh and for the first time, and thus happen to be original in character. The
secondary data, on the other hand, are those which have already been collected by someone else
and which have already been passed through the statistical process. Both, primary data and
secondary data were used in accomplishment of objective of the research.
The term questionnaire refers to a self-administered process whereby the respondent himself /she
reads the questions and records his/her answers without assistance of an interviewer. Although
the instrument is essentially question asking and data gathering tool. A questionnaire is more
structured and standardized. Delimitation: There is some specific delimitation in the study they
are
1. The generalization of data is subjective to the population of Karachi
2. The generalization of finding is subject to the accuracy of data provided by the respondents
We collected the data by using questionnaires and focus group. We distributed questionnaires
evenly amongst ourselves and each member collected approximately 50 filled questionnaires
from respondents some from the university and some from the area in which they live. Focus
group was conducted in which we selected 5 people from our university and asked them different
questions which led to different thoughts from the respondents.

Nature of the study:

The findings of the research will be presented through presentation and a hard copy of the entire
research will be submitted

15

Time frame
The time it took for us to do our research was 6 weeks the activities we did were each of one
week which were Planning (Developing questionnaire), Organizing (Selecting the samples), Data
collection, Analysis of the data and Report writing
WEEK ACTIVITY
1 Planning (Developing questionnaire)
2 Organizing (Selecting the samples)
3 Data collection
4 Analysis of the data
5 Report writing
6 Presentation

16

Hypothesis Testing
Data analysis done to test the hypothesis
All the data was analyze through SPSS Software which is statistical tool to analyze data and
prove in depth analysis. To test the three hypotheses we used the statistical data analysis tools of
SPSS. To analyze the first two hypotheses we applied the correlation statistics. To analyze the
third hypothesis we applied one sample t test statistics
H1: Is there a relation between respondent satisfaction and mileage of the bike
There is no relation between respondent satisfaction and mileage of the bike
There is positive relation between respondent satisfaction and mileage of the bike
As we are testing for relationship, so we will apply Correlation
Correlations
Overall
Performance of

Mileage

Pearson Correlation

Mileage

the bike

-.131

Sig. (2-tailed)
N
Overall Performance of the Pearson Correlation
bike

.064
200

200

-.131

Sig. (2-tailed)

.064

200

200

We will accept the alternative hypothesis which states that there is positive relationship between
Mileage and overall bike performance. This means that mileage is high then satisfaction is high.

17

H2: Is price is the most important factor while purchasing a bike

Correlations

Maintenance Cost

Pearson Correlation

Maintenance

Overall
Performance
of

Cost

the bike

-.089

Sig. (2-tailed)
N

.209
200

200

Overall Performance of the Pearson Correlation

-.089

bike

Sig. (2-tailed)

.209

200

200

We will accept the alternative hypothesis which states that there is positive relationship between
maintenance cost and overall bike performance. This means that if maintenance cost is low then
satisfaction is high. The reason that we cant say it negative relationship is because the data was
entered in such a way where high score for maintenance led to high score for satisfaction.

18

H3: The Design of the bike is the least important factor in buying a bike.
H: =1
H1: 1
One-Sample Test
Test Value = 1
95% Confidence Interval of the
Difference

Design

df

Sig. (2-tailed)

Mean Difference Lower

Upper

30.761

199

.000

2.550

2.71

2.39

As the sig is less than 0.05, the result interprets that design is not the least important
factor in buy decision for a bike. Thus this show that design is very important consumer
preference while purchasing a bike.

19

QUESTIONAIRE
Screening Questions
How old are
1. you?
a) Less than 18(Terminate) b) 18 to 25 (Continue) c) More than
25 (Terminate)
2. What is your gender?
a) Male
(Continue)
b) Female (Terminate)
3. Do you own a motor bike?
a) Yes
(Continue)
b) No (Terminate)

20

Sample Analysis
Total number of persons living in your house holds?

The graph represents the total number of person living in our respondent home. 28.5% of the
respondent said there 5 person living in their house, 20% said there 4 person in their house,
18.5% said that there 6 persons in their house. 10 % 7 of the total sample size said that 7 persons
live in their house. 9.5% said 3 people live in their house.3.5% said that there are 2 people in
their house. 1.5% of the respondent said there are 9 people in their house. 1% of the respondent
stated there are 10 people in their house. 1% of the respondent said that they live alone.

21

Q. Is the bike in your name?

Out of the total 200 sample size 47.5% stated that the bike was registered in their name while
52.5% stated that it was on someone else name. This question was important as it showed that
who was the decision make in the family as the bike would have been in his name.

22

Q. Which brand of bike do you have?

67% of the respondent stated that they are Honda users. 18.5% stated that they have Yamaha
while 8.5% of the respondent mentioned that they use Suzuki. 6% of the total sample size ticked
the option another. The bikes mentioned in any other were star and unique.

23

For what purpose do you use the bike?

46.5% person of the respondents mentioned that they use bike to go for university while 45.5%
of the respondent stated they use bike to run errands. 8% of the total sample stated that they use
bike to go to work.

24

Q. Average distance covered in a day?

46.5% of the total sample stated that they cover less than 50 km in a day. 26.5% mentioned that
they cover 50km to 99km. 100 to 149 km was covered by 13% of the total respondents. 6.50% of
the respondents covered 150 to 200 km. 7.5% of the population covered above 200 km.

25

Q. How much mileage does your bike gives in one liter?

40% of the total sample stated that their bike give less than 50 km in one liter. 33.5% mentioned
that their bike gives 50 to 59 km. 60 to 69 km in one liter was given by 15.5% of the total
respondents. 11% respondents stated their bike gives above 70 km in one liter.

26

Q. Which factor contributes in buying decision for buying a bike? Please rate the following on a
scale of (1-5) with 1 being least important and 5 being most important.
PRICE

Most of the respondent stated that price was important factor while buying a bike. It composed
of 29% of the total sample population. 28% of the respondent stated that price was most
important for them in buy decision for a bike. 18 % stated that price was somewhat important.
Moreover 15% of the total respondents stated that price was very important while 10% stated
that price was the least of the factor while buying a bike.

27

BRAND

26% of the total sample population mentioned that brand was important factor. 21.5% of the
respondent stated that brand was very important for them in buying a bike. 24% stated that brand
was the most important factor. Moreover 20.5% of the total respondents stated that brand was
somewhat important while 8% stated that brand was the least of the factor while buying a bike.

28

ENGINE CAPACITY

36% of the total sample population mentioned that Engine Capacity was an important factor.
21% of the respondent stated that Engine Capacity was very important for them in buying a bike.
19.5% stated that Engine Capacity was the most important factor. Moreover 12% of the total
respondents stated that Engine Capacity was somewhat important while 11.5% stated that Engine
Capacity was the least of the factor while buying a bike.

29

MILEAGE

31.5% of the total sample population mentioned that Mileage was an important factor. 29% of
the respondent stated that Mileage was very important for them in buying a bike. 24% stated that
Engine Capacity was the most important factor. Moreover 10% of the total respondents stated
that Mileage was somewhat important while 5.5% stated that Mileage was the least of the factor
while buying a bike.

30

SPEED

21% of the total sample population mentioned that Speed was an important factor. 34% of the
respondent stated that Mileage was very important for them in buying a bike. 28% stated that
Speed was the most important factor. Moreover 12.5% of the total respondents stated that Speed
was somewhat important while 4.5% stated that Speed was the least of the factor while buying a
bike.

31

DESIGN

21.5% of the total sample population mentioned that Design was an important factor. 33.5% of
the respondent stated that Design was very important for them in buying a bike. 24% stated that
Design was the most important factor. Moreover 15.5% of the total respondents stated that
Design was somewhat important while 5.5% stated that Design was the least of the factor while
buying a bike.

32

RESALE

VALUE

30% of the total sample population mentioned that Resale Value was an important factor. 27.5%
of the respondent stated that Resale Value was very important for them in buying a bike. 23%
stated that Resale Value was the most important factor. Moreover 10.5% of the total respondents
stated that Resale Value was somewhat important while 9% stated that Resale Value was the least
of the factor while buying a bike.

33

MAINTENANCE COST

33% of the total sample population mentioned that Maintenance Cost was an important factor.
24.5% of the respondent stated that Maintenance Cost was very important for them in buying a
bike. 24.5% stated that Maintenance Cost was the most important factor. Moreover 12.5% of the
total respondents stated that Maintenance Cost was somewhat important while 5% stated that
Maintenance Cost was the least of the factor while buying a bike.

34

Q. Are you satisfied with your bike overall performance?

43.5% of the respondents were satisfied by their bike over all performance. 22.5% of
the respondents were strongly satisfied with their bike performances. 17.5% of the
respondents were neither satisfied nor dissatisfied. 7.5% of the respondents were
dissatisfied by their bike performance while 9.0% of the respondents were strongly
dissatisfied.

35

Q. Are you aware of the electric bike?

56.5% out of the total respondents were aware about the electric bike while 43.5% of the
respondents havent heard about it.

36

Q. From where did you hear about the electric bike?

Most of the respondents have heard about electric bike through internet which composes
of 55.44% of the total sample. 27.43% of the populations have heard about the bike
though television. 10.62% of the population heard about electric bike from someone.
7.08% of the respondents heard about electric bike through newspaper while 4.42% of
the respondents heard about the bike through radio.

37

Do the rising petrol prices affect your use of the bike?

47.5% respondents stated that increasing petrol prices have affected their use of bike
while 52.5% stated that is hasnt.

38

Q. How many hours of load shedding normally take place in your area?

49.5% of the respondent stated that there is no load shedding in their area. 16% of the respondent
stated that there is 2 hours of load shedding in their area. 15.5% mentioned that there is 1 hours
of load shedding in their area. 11.5% out of the total sample stated that there is 3 hours of load
shedding in their area while 7.5% stated that there is above 3 hours of load shedding in their area

39

Q. The Max speed of the electric bike is 40km/hr. It gives 70 km on charging for 3-6 hours,
which will cost you 32 Rs only. The bike has a rechargeable battery. There are four batteries
of 12v each. The motor power of the bike is 350 watts. There is no registration or license
required for the electric bike. The price of electric bike is Rs. 54000. Below is the picture of
the bike. Do like the idea of the electric bike?

35% of the respondents stated that they neither like nor dislike the idea. 32% of the respondent
stated that they like the idea of the electric bike. 17.5% of the respondents stated they dislike the
idea while 9.5% of the respondent mentioned that they love the idea. 6% of the respondent stated
that they hate the idea.

40

Q. Now you know about the features of electric bike, will you be willing to buy it?

36.5% out of the total respondent stated that they will buy the electric bike while 63.5% of the
respondent stated that they are not willing to buy the bike.

41

Q. What is your monthly family income?

52.5% of the respondents monthly family income was above 80000 Rs. 18% of respondents
monthly family income was between 60000 to 79999, 15.5% of respondents monthly family
income was 40000 to 59999. 9% of the respondents income was between 20000 to 39999 while
less than 20000 Rs was of 5% respondents.

42

Cross tabulation Analysis

Family Income
BRAND OF
BIKE
brand of bike

Total

less than Rs. 20000 Rs. 20000 to 39999 Rs. 40000 to 59999 Rs. 60000 to 79999 Rs. 80000 above

Total

any other

12

Honda

14

19

20

75

134

Suzuki

11

17

Yamaha

10

17

37

10

18

31

36

105

200

This above cross table is between variable family incomes and brands of the bike our respondent
have. 75 out of total 200 respondents who were in A Sec have Hondas bike. 11 of the
respondents in the same income level stated they have Suzuki while 17 of said they have Yamaha
bike. Between 60000 to 79999, 20 of the respondent sated they have Honda bike. Moreover 10
respondents of the same income level stated they prefer Yamaha.
Between Rs. 20000 to 39999, 18 respondents mentioned that they are users of Honda bikes while
2 stated Yamaha.
In the income level of less than Rs. 20000 6 respondents stated that they prefer Yamaha while
group of two respondent stated Suzuki and Yamaha.

43

Descriptive Analysis
Will you buy it
yes

no

Total

Awareness about the yes

Electric bike
no

38

75

113

35

52

87

Total

73

127

200

38 respondents stated that they have heard about the electric bike and they are willing to buy it.
75 respondents stated that they havent heard about it and they are not willing to buy it. 35
respondents stated that they havent heard about the electric bike but they are willing to but it. 52
of the respondent stated that they havent heard about electric bike and they are not willing to
buy it.

Which factor is important in buying decision of the bike?

Mean

Mileage

200

3.56

Price

200

3.33

Brand

200

3.33

Speed

200

3.68

Engine Capacity

200

3.25

Design

200

3.55

Maintenance Cost

200

3.51

Resale Value

200

3.45

The data represents mean of the factors in buying decision of the bike. The data show that speed,
design,mileage, maintenance cost and resale value of the bike were very important factors for the
respondent to buy a bike while price, brand, engine capacity were least of the important the
respondent while buying a bike.

44

Market competition

The pie chart clearly presents that Honda has the leading market share which accounts for
67% of the bikes. 18.50% of the total respondents have Yamaha. While there are only
8.5% users of Suzuki in or sample. 6% of the respondents use other bikes which were
unique and star.

4
5

Conclusion

The consumer buying behavior had few features which included price, brand, engine
capacity, mileage, speed, design, resale value and maintenance cost. The design was seen
as an important factor in making the buying decision as we applied t-test on design being
least important as the significance came to be less than 0.05 so it showed that design was
an important factor in purchasing bike. Next was price which was also an important
factor in purchasing a bike because 72% favored in it being an important factor including
percentages of people varying from important to most important. Another factor was
brand which also was an important factor for consumers in making the buying decision as
again only 28% did not favor it rest 72% favored it in being important factor. Next factor
was engine capacity which was mostly favored to be important by 36% rest were
dispersed between least important and most important. Another factor was it was seen as
the most important factor as 84% respondents were in favor of it being an important
factor some making it more important than others. Next was speed which was seen by
respondents as very important and only few thought of it as not being important. Next
was resale value which was again led by being important, very important and most
important and only 19% responded with least and somewhat important. Last was
maintenance cost which was chosen as important by most respondents so most of the
factors were important for consumers when buying bike.

The most of the respondents were satisfied with the performance of their bike while few
others were strongly satisfied and few were dissatisfied.

The respondents were aware about electric bike by 55% and most of them had heard
about it through internet and others through television rest were scattered through radio,
someone and newspaper

The analysis also showed us that the 53% of respondents were not affected by petrol
prices and rise in them which was a notable fact in todays economic conditions.

35% of the respondents said they neither liked the idea of electric bike nor they did not
like it while other 35% liked the idea.
4
6

Although many respondents liked the idea of electric bike 65% were not willing to buy
the bike which shows that although people might have liked the idea the usage of the bike
may not come in line with their needs or requirements of a bike. One thing to be added
here is that few of the respondents were more interested In buying the E-bike before we
showed them its photo while after showing them the photo they were less interested so
this shows that the design of the bike was not liked by the respondents and they hold it
above all features when purchasing the bike. Also when we asked few of the respondents
why they would not buy the bike they said that because the speed was too low as
compared to bikes they have or are available in the market so speed is another factor that
the respondents hold closer to them when selecting a bike.

The family income of 70% respondents was between the 60000- above 80000 bracket
that shows that affordability was not their problem but it might be for other respondents
who are not from university but the main factor was of design and speed that the
respondents used to give their answers.

47

Recommendations
36.5% out of the total respondent stated that they will buy the electric bike while 63.5% of the
respondent stated that they are not willing to buy the bike. A large proportion of the sample
population stated that they are not willing to buy the Electric bike. After analyzing it was found
that the respondent take the speed, design and maintenance cost of the bike as a most important
factor for making a buying decision for a bike. It was found out that the respondent didnt like
the speed and design of the bike.
The TAZ trading need to focus on improving the speed and the design of the electric bike. They
could achieve more speed by using a more powerful motor for the bike. They need to change the
design of the bike or at least introduce a better design because our targeted sample was young
male between age group 18-25 who prefer a stylish bike design.

48

Limitations
Any research or study always has some limitations under which this has to be undertaken. This
one too was not an exception. These limitations are poised by the environment some external and
some inherent. This study has been conducted with utmost consideration to the adequacy of data
and quality of information, though as mention earlier the reliance on the sources cannot be
minimized to zero in context of precision. The limitation can be enlisted as hereunder
1. The perception level of the respondents.
2. Availability of documents as sources of secondary information.
3. Reliability of information collected from various public information sources such as magazines
and website.
4. Respondents are not willing to fill the questionnaire.
5. Sometimes the respondents are not available at their place.
6 Very often the respondent do not express their true feelings, in such case their habit, preference,
practice, cannot be assessed correctly.
7. Some of the respondents refuse to give the important information best known to them.
However in spite of these limitations all efforts have been put to make the report correct,
genuine, and fulfilling the objectives of the reports

49

Acknowledgement
We would like to thank our course instructor, Miss Saadiyeh Said, for giving us the opportunity
to study Methods of Business Research course and proving to be our guiding light during the
course of this semester.
We are very grateful for her help and cooperation. She played an integral role in helping us
design our questionnaire, and helping us understand our objectives in greater light.
We will also like to thanks TAZ trading Director Mr. Athar Ahmad khan for continuously
guiding us through the research.

Omar Jawed
Syed Fazal abbas

50

Appendix

Survey Questionnaire
This is a survey questionnaire design to understand consumer
characteristics and preferences in the automobile industry among male
bikers from age (18-25). Kindly answer the following questions.

1. How old are you?

a) Less than 18(Terminate) b) 18 to 25 (Continue) c) More than 25
(Terminate)
2. What is your gender?
a) Male (Continue) b) Female (Terminate)
3. Do you own a motor bike?
a) Yes (Continue) b) No (Terminate)
4. Total number of persons living in your
house

holds?

No.

of

Persons:

______________
5. Is the bike in your
name? a) Yes b) No
6. Which brand of bike do you have?
a) Yamaha b) Honda c) Suzuki d) Any other
(Name)_________________________
7. For what purpose you use the bike for?
a) To go to
work
b) To go to university c) To run errands
8. Average Distance Covered in a day?
a) Less than
b)50 km to 99 km c)100 km 149 km d)150 km to
50 km
200 km
e) Above 200 km
9. How much mileage does your bike gives in one liter?
a) Less than 50 km b) 50 to 59 km c) 60 to 60km d) Above 70 km

51

10. Which factor contributes in buying decision for buying a bike? Please rate
the following on a scale of (1-5) with 1 being least important and 5 being
most important.
a) Price____
b) Brand____ c) Engine Capacity ____ d) Mileage____ e)
Speed____
f) Design____ g) Resale value____ h) Maintenance cost____
i) Any other_________________________(Please write and rate)
11.Are you satisfied with your bike overall performance?
a) Strongly satisfied b) Satisfied c) Neither satisfied nor dissatisfied d)
Dissatisfied
e) Strongly satisfied
12.Are you aware of the electric bike?
a) Yes b) No
If no then please move to
the Q 14
13
. From where did you hear about the electric bike?
a) Newspaper b)
c)
d) Radio e) From some
Television
Internet one
14
. Do the rising petrol prices affect your use of the bike?
a) Yes b) No
15 How many hours of load shedding normally take place in
. your area?
a)
b) 1 hour c) 2
d) 3
None
hours
hours
e) Above 3 hours
16.The Max speed of the electric bike is 40km/hr. It gives 70 km on charging for
3-6 hours, which will cost you 32 Rs only. The bike has a rechargeable
battery. There are four batteries of 12v each. The motor power of the bike is
350 watts. There is no registration or license required for the electric bike.
The price of electric bike is Rs. 54000. Below is the picture of the bike. Do
like
the idea of the electric bike?
a) I love it b) I like it c) I neither like nor dislike it d) I dislike it e) I hate it
17. Now you know about the features of electric bike, will you be
willing to buy it? a) Yes b) No
18.What is your monthly family income?
a) Less than Rs. 20000 b) Rs. 20000 to 39999 c)Rs. 40000 to 59999 d)
Rs. 60000 to 79999 e)Rs. 80000 above

52

Focus Group Guidelines

The purpose of this focus group is to find out what bike users think about electric bikes and
what are the main features they look for in purchasing a bike. The participants were already
informed about E-bikes before the start of the focus group so that no one would face difficulty in
answering questions related to it. We have chosen 5 male bike users of ages between 18-25
years.
Q1. What do you guys think of Honda being the market leader in the bike market?
Q2. What features do you people look for in a bike?
Q3. What do you think of E-bikes?
Q4. Do you think we should introduce this bike in Pakistan?
Q5. Which income group should we target or should it be open for all?
Q6. Would you go for a bike with batteries as a power source then the usual bikes?
Q7. Are the bikes you have up to the standard you desire or you want more?
Q8. Is your bike worth the money you have given for it?
Q9. What are the things that E-bike should look to improve in?
Q10. Is E-bike the next big thing in bike market?

53