PRINCIPLES OF MARKETING PROJECT (SEM-II)
ROLL NO. 171
BEHAVIOUR OF CUSTOMERS
TOWARDS BATTERY BIKES
ABSTRACT
India is the second largest producer and manufacturer of two-wheelers in the world. It
stands next to Japan and China in terms of the number of two-wheelers produced and
domestic sales. Indian two wheeler industry has got spectacular growth in the last few
years. The face of auto industry that was redefined with the invention of fuel-efficient
technology is all set to see dawn of a new era in two wheeler industry. It's not petrol or
diesel or any other fuel, but it is electricity that has initiated a revolution in two-wheeler
industry in India. Indian two-wheeler industry has embraced the new concept of Electric
Bikes and Scooters that are very popular mode of personal transport in the developed
countries like America, Japan and China. With the rising cost of fuel at International level,
increasing levels of pollution and congestion in transport system especially in urban areas,
higher running and maintenance cost of vehicle, the electrically charged bikes or scooters
have very bright future in area of personal transportation.
*ELECTRIC BIKE LAUNCHED BY HERO IN 2011.
INTRODUCTION
The feeling of freedom and being one with the Nature comes only from riding a two-
wheeler. Indians prefer the two wheelers because of their small manageable size, low
pricing and maintenance, and availability of loans on liberal terms. Indian streets are full of
people of all age group riding two-wheelers. The populace sees motorized two wheelers as a
symbol of status. Majority of Indians, especially the youngsters prefer motorbikes rather
than cars. Capturing a large share in the two-wheeler industry, bikes and scooters cover a
major segment. Bikes are considered to be the favourite among youth, as they help in easy
commutation. Large variety of two wheelers is available in the market, known for their
latest technology and enhanced mileage. Indian bikes, scooters and mopeds represent style
and class for both men and women in India. India is the second largest producer and
manufacturer of two-wheelers in the world. It stands next to Japan and China in terms of
the number of two-wheelers produced and domestic sales. Indian two-wheeler industry has
got spectacular growth in the last few years. The face of auto industry that was redefined
with the invention of fuel-efficient technology is all set to see dawn of a new era in two-
wheeler industry. It's not petrol or diesel or any other fuel, but it is electricity that has
initiated a revolution in two-wheeler industry in India. Indian two wheeler industry has
embraced the new concept of Electric Bikes and Scooters that are very popular mode of
personal transport in the developed countries like America, Japan and China. With the rising
cost of fuel at International level, increasing levels of pollution and congestion in transport
system especially in urban areas, higher running and maintenance cost of vehicle, the
electrically charged bikes or scooters have very bright future in area of personal
transportation. During the last few decades, environmental impact of the petroleum-based
transportation infrastructure, along with the peak oil prices, has led to renewed interest in
electric transportation infrastructure. Electric vehicles differ from fossil fuel-powered
vehicles in that the electricity they consume can be generated from a wide range of sources,
including fossil fuels, nuclear power, and renewable sources such as tidal power, solar
power, and wind power or any combination of those. International Journal of Applied
Research 2017 International Journal of Applied Research Global warming is becoming the
major concern all around the world. There are several policies, promise and pledges with
the ever-increasing emission of greenhouse gases. There is an increased fear of
environment pollution at every step with modern technology and innovation.
Transportation and communication have under gone paradigm shift along with this. We are
also experiencing the negative effects of industrialization in the form of global warming.
Under these circumstances there are so many vehicles emitting impure carbon particles and
carbon-dioxide pollution into the air. With increased number of fossil fuel dependent
vehicles, there is a greater level depletion of fuel resource. It is here that automobile
companies felt need to innovate motor pad vehicle that will get charged through electricity
and will not be depending on fossil fuels. So many automobile manufacturing companies
invested in research and development to bring forth E-bike that will help people to save
fuel.
STATEMENT OF THE PROBLEM
Two-Wheeler industry is one of the largest industries in the automobile sector of global
market. Being the leader in product and process technologies in the manufacturing sector, it
has been recognized as one of the drivers of economic growth. An average two-wheeler
customer can be described as one who is at active stage of development of the organization.
The difference that exists in income, literacy and culture make it a difficult task to Point out
the two wheeler customers and his choice of preference. As he is living in an active
environment, his needs will keep getting altered. With high traffic and not so well built
roads, bikes are the most convenient, efficient and cost effective mode of transportation in
India. People all over the country prefer to travel on bikes, which give them utility and cost
efficient mode for transport. When it comes to electric bikes, the cost efficiency of these
bikes are even better than normal bikes as there is no fuel consumption in electric bikes and
in countries like India where there majority are of middle class families who cannot afford
high fuel prices, electric bikes are the solution. Introduction of e-bikes is a perfect solution
to cut costs and energy conversation. There can be many models of e-bike and customer
satisfaction towards e-bikes decides the fate of e-bikes. In this context, a study of this
nature is felt relevant and an attempt is being made to analyze the customer satisfaction in
detail.
Scope of the study
The study aims at finding the customer satisfaction towards e-bikes with respect to
Coimbatore city. The study also aims to find out the customer’s perception towards electric
bikes. The study by ascertaining the factors that motivate end users to purchase electric
bikes is expected to enable respective companies to improve their services, sales
promotions etc. The study also aims at analyzing the level of customer satisfaction with
respect to the e-bikes and their dealers. Customer’s expectations are also gauged to help
the companies regarding after sales service.
Analysis and Interpretation
This chapter deals with the analysis and interpretation of the study on the topic “behaviour
of customers towards battery bikes” based on 45 responses. The collected data is classified
with the help of pie diagram.
Table 1: Distribution of respondents on how often they use bikes.
Period of usage No. of. Respondents Percentage
Daily 18 33.3
Frequently 12 27.8
Rarely 04 16.7
Never 11 22.2
From the above table it is clear that 33.3% respondents use bikes daily, 27.8% respondents
use bikes frequently, 16.7% respondents use bikes rarely and 22.2% respondents never use
bikes.
Chart 1: Explained with the help of Pie chart.
Period of usage
Daily
Frequently
Rarely
Never
Table 2: Distribution of respondents on what do they think about e-bikes as a solution to
increasing prices.
Response No. of. Respondents Percentage
Agree 37 83.3
Disagree 6 16.7
From the above table it is clear that 83.3% respondents agree that e-bikes are the solution
to increasing prices, whereas 16.7% respondents disagrees.
Chart 2: Explained with the help of Pie chart.
Responses
Agree
Disagree
Table 3: Distribution of respondents on how much would they prefer to spend on an e-bike.
Price No. of. Respondents Percentage
50k – 60k 22 50.0
60k – 80k 18 38.9
80k above 5 11.1
According to the table above it is clear that 50% respondents prefer the price of an e-bike
between 50k to 60k, 38.9% respondents prefer between 60k to 80k and 11.1% prefer above
80k.
Chart 3: Explained the same with the help of a Pie diagram.
Price
50k - 60k
60k - 60k
80k above
Table 4: Distribution of respondents on “with increasing technological improvements will e-
bike suffice in future?”
Response No. of. Respondents Percentage
Agree 40 89.2
Disagree 5 10.8
It is clear from the above table that 89.2% of respondents agree on with increasing
technological improvements e-bikes will suffice in future, whereas 10.8% respondents
disagrees.
Chart 4: Explained with the help of a Pie chart.
Response
Agree
Disagree
Conclusion
The concept of e-bikes has entered into India in the past 4-5 years and the same is gaining
momentum, as there are around 101 dealers currently for e-bikes in the country. As an eco-
friendly product it is more suitable for the country as it can reduce the emission of harmful
gases and thereby it can reduce the atmospheric pollution. Due to frequent increase in the
fuel prices, the electrically charged vehicles seems to be cheapest one compared to the
traditional vehicles. E-bikes are more suitable for rural areas where the number petrol
bunks are not adequate, so that the rural people can charge the vehicle with the help of
electricity.
Reference
1. World electric vehicle journal
2. Journal of energy policy
3. www.electricbikee.com
4. www.evfuture.com
5. www.ebikeforum.com
6. www.electricbikeworld.com
7. www.ebikeindia.com
