Dunhill Market Research

Understanding the Super Premium segment & Model Evaluation for Two Wheelers

  • Males
  • SEC A/B
  • Age: 23-30 & 31-35
  • Group 1:
    • – Recent buyers (purchased a new RE, not second hand, in last 3 – 4 months).The main Decision-maker for the brand and user to be interviewed.
    – Intenders looking to purchase below given RE models in the next 3 – 4 months.
  • Reference models: Classic 350, Thunderbird 350 & Thunderbird 500.
  • Group 1:
    • – Recent buyers (purchased a new CBR650R or KTM RC 390 or Yamaha YZF R-3, not second hand, in last 3 – 4 months).The main Decision-maker for the brand and user to be interviewed.
    – Intenders looking to purchase below the Yamaha YZF R-3 or KTM Duke 390  in the next 3 – 4 months.
  • Centres: 
    • – Consumer Connects Mumbai, Pune, Bangalore & Delhi – Total 16.
    – MGDs: Mumbai, Bangalore & Pune – Total 15.

Objective

  • Understand the Key drivers/ Motivators/Consideration for buying into the segment, brand & model.
  • Understand brand imagery of Royal Enfield (Classic 350, Thunderbird 350, Thunderbird 500), CBR250R & KTM Duke 200.
  • Understand the detractors/ unfulfilled expectations from the current offerings in the market from Product level in terms of Style, specifications, features and others.
  • Understand the Reactions(Static) & Excitement level (Positive & Negatives) for MTWL’s model as a complete proposition in terms of Product (Engine & Style) & Price.

With an understanding of the real business issue, our approach would be…

To understand the recent buyer…

  • Unraveling the trigger Insights :  Understanding the triggers  for the   segment adoption and the reasons for choosing the brand  within the segment.
  • This is  with  view from how the behavior changed  towards the  product  from functional as well as emotional stand points.
  • What was the ‘task’ to be done by the Two-wheeler and how did the brand fit into this definition.
  • Building the language  around the segment  through the anecdotal narration by the different ‘Tasks’ which the segment/ brand  has  addressed.

Understanding the intending buyer…

  • Understand the expectations from Segment among the intending buyers, who have evaluated various brands in the consideration set but have chosen to purchase a particular Brand/Model during the decision-making process.
  • This will help us gain an understanding of the segment dynamics from their perspective.
Understand the expectations from the current offerings in the market from Product level in terms of
  1. Styling & Design
  2. Form factor
  3. Technical specifications
  4. Exclusive Features
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