Deven Dinkar Kamble
Introduction:
Motorcycles play a vital role in the transportation sector in India. Motorcycles are not only used for day-to-day activities, but they also serve as a means of long-distance travel. Motorcycles have proven to be the most efficient way of getting through the crowded roads of India. In the Indian market, there is a variety of bike brands to cater to the needs of various riders. Motorcycles such as Hero, Honda, KTM, and Royal Enfield are the most preferred by various riders. This research aims to explore the various brands of motorcycles, their individual performance characteristics, and the impact of motorcycles in the Indian market.
Objective: To determine which Motorcycle (Bike) brands are most popular among consumers.
Literature review:
The Market-Centric Approach:
According to Verma A. (2022), brands like Hero MotoCorp and Honda hold a strong market share in the Indian market due to their focus on “fuel efficiency” and “low maintenance cost.” The research indicates that these brands have effectively catered to the daily commuting needs of middle-class consumers by focusing on “value-for-money” and high resale value.
The Branding Approach:
Iyer R. (2021) shows that premium and performance brands such as KTM and Royal Enfield are more popular among young consumers because of their design differentiation and engine capabilities. The research has shown that heritage and “lifestyle marketing” play a critical role in influencing consumer choice for KTM, which represents “speed” and Royal Enfield, which represents a “classic” and “rugged” lifestyle.
Data Collection:
The study aims to compare the rating of four motorcycle brands: Hero, Honda, KTM, and Royal Enfield, based on the preferences of students. To collect data for the study, a Google form survey was conducted to collect ratings for the brands from 30 students on a scale of 1 to 10 based on their performance or personal liking for the brands. The data collected is recorded in a spreadsheet and amounts to a total of 120 ratings, with 30 ratings for each of the motorcycle brands.
Data Analysis:
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Anova: Single Factor |
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SUMMARY |
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Groups |
Count |
Sum |
Average |
Variance |
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Hero |
29 |
217 |
7.482758621 |
0.972906404 |
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Honda |
29 |
209 |
7.206896552 |
1.169950739 |
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KTM |
29 |
234 |
8.068965517 |
0.566502463 |
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Royal Enfield |
29 |
250 |
8.620689655 |
0.886699507 |
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ANOVA |
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Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
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Between Groups |
34.52 |
3 |
11.51 |
12.80 |
0.00 |
2.69 |
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Within Groups |
100.69 |
112 |
0.90 |
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Total |
135.21 |
115 |
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The collected data were analysed using single-factor ANOVA to determine whether there were significant differences among the average ratings of the four motorcycle brands. The mean ratings were 7.48 for Hero, 7.21 for Honda, 8.07 for KTM, and 8.62 for Royal Enfield, with variances ranging from 0.566 to 1.169. The ANOVA results showed an F-value of 12.80, which is significantly larger than the critical F-value of 2.69, and a P-value of 0.00, which is much lower than the significance level of 0.05. These results indicate that the differences between the motorcycle brand ratings are statistically significant, with Royal Enfield receiving the highest average preference among the surveyed students.
Conclusion:
As calculated, F (12.80) is more than F crit (2.69). Accept H1, meaning any one of them is different.
Reference: