XIBMS – MOTORCYCLES
XIBMS – MOTORCYCLES
XIBMS – MOTORCYCLES
First, the student researchers made a fairly extensive study of the literature. They decided to replicate ( on a modest scale) the methodology developed by Naresh Malhotra to measure self-concepts, product-concepts and person-concepts. Since Malhotra’s study(in the USA) involved automobiles, his scaling method seemed to them to be appropriate.
Using, with minor modifications, the 15 scale items developed by Malhotra, the IIMC students administered a questionnaire to 40 owners of 100 cc motorcycles: 15 were owners of Hero-Honda; 15 of Escorts-Yamaha; and the remaining 10 of TVS-Suzuki. All the respondents were within 18-40 years of age, well-educated, urban and middle class males.
There were questions also on the perceived physical attributes and functional benefits of the three machines.
When the findings were put on graphs, it appeared that Escorts-Yamaha showed the closest fit between brand image and self-concept ot the owners. The students were conscious of the limitations of their survey, including the small sample size and other problems of methodology. But even if their findings are regarded as a pilot study and merely indicative, they may provoke the search for more data. We have reported here in summary, this is what they found regarding the brands, the brand personalities and self-concepts of the owners.
The TVS Suzuki advertisements has positioned itself by attributes which are similar to those claimed by Hero-Honda and it has positioned itself directly against the latter. Thus, TVS-Suzuki is apparently talking to a segment whose self-concept has moved it towards Hero-Honda. The battle is one of degree—‘more’ economical, ‘greater’ cost-saving.
XIBMS – MOTORCYCLES
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