Topic
A Comparative Study of Customer Ratings of Premium Motorcycle Brands in India
Author- Sagnik Dutta
Introduction
The Indian premium motorcycle market has grown rapidly in recent years, with brands like KTM, Honda, Aprilia, and Ducati attracting young and performance-oriented riders. Customer perception and satisfaction play a major role in brand preference. This study compares average customer ratings of four premium motorcycle brands using ANOVA to check whether any significant difference exists among them.
Literature Review
Sharma & Verma (2019) found that brand image and performance strongly influence customer satisfaction in India’s premium two-wheeler segment, while price sensitivity still plays a moderating role.
Kumar (2021) highlighted that despite differences in engine performance and design, customer satisfaction among premium motorcycle brands in India often shows marginal variation due to similar service expectations.
Objective
To examine whether there is a significant difference in average customer ratings among motorcycles.
Data Collection
Primary data was collected through a Google Form questionnaire, and 40 responses were obtained from respondents. The data was compiled in Excel and used for analysis.
Data Analysis
Tool Used: One-Way ANOVA (Single Factor)
F-value: 0.5788
F-critical: 2.6626
P-value: 0.6297
Since F < F-critical and P-value > 0.05, there is no statistically significant difference among the mean ratings of the four brands.
Conclusion
Since the calculated F-value (0.5788) is less than the critical F-value (2.6626) and the p-value (0.6297) is greater than 0.05, the null hypothesis (H₀) is accepted and the alternative hypothesis (H₁) is rejected.
References
Sharma, R., & Verma, S. (2019).
Kumar, A. (2021).