Customer perception study

Through this study, we aim to get insights into the customer buying preferences and
decisions for the 4 brands of bicycles.
The 4 brands of bicycles that we have chosen for our study are:
1. Hero Cycles
2. B’Twin Cycles
3. BSA Cycles
4. Hercules Cycles

The comparison is made on the basis of Durability, Gear Quality, Brand image and Styling.
Below is the information on the brands taken for our study, which states the dimensions in
which they outperform their competitors.

B’TWIN is a brand under which the Decathlon Group sells its bicycles. It was launched in the
year 1999 and provides all round bike for both men and women and is suitable for all types
of customers. Its USP lies in the diversity of products it offers to its customers. It includes
variety of products in different categories:
 Hybrid bikes,
 Triban - road bikes,
 Elops - Classic city bikes (both pedal and electric),
 Rockrider - mountain bikes,
 Kids bikes and some
 All-terrain bikes

Btwin is focused at providing high quality products to its customers, both for the top range
category and others. For this, it has also partnered with various technical partners. Btwin
bicycles are also preferred over its competitors because of its smart design. But these bicycles
are expensive as well when compared to that of its competitors.

Hero Cycles was started in 1956 and is the largest manufacturer of bicycles in India. It is the
market leader in the Indian market and also ensures best quality products to its customers at
reasonable prices. It offers wide range of products (electric, gear and peddle bikes) for men,
women and girls in categories like Mountain bikes, ATB, and city bikes.
BSA
The full form of BSA is known as Birmingham Small Arms Company. BSA cycles is
established brand under the umbrella of TI cycles from UK. BSA has cycles for both male
and female. It believes that cycling helps increase the confidence, independence and social
skills necessary for children. They constantly gain competitive advantage through vibrant
colours, innovative designs and fun features. BSA ladybird is one of the most successful
bicycles for ladies in India. They have first mover advantage in various categories of
bicycles. It has produced stylish yet sturdy bicycles with inspiration based on Indian motifs.

Hercules
Hercules is a name chosen by parent company for its durability and robustness. Hercules also
comes under the umbrella of the brand TI cycles. TI cycles has introduced BSA Hercules
stores for fitness and bicycle requirements. It is a popular brand in our country and dominated
the bicycle market in India. The gear cycles provided by Hercules have amazing quality and
dependability. They are the first to introduce mountain bicycles in India. Hercules is famous
for its durability and strength. They are designed to carry heavy loads and travel for longer
distances without stoppage. With sleek looks and smart features, Hercules has become
fashion statement among youth.