MARKETING RESEARCH

PROPOSAL STAGE 3

AKASH S 18001

LEON VARGHESE 18016

ATHUL B 18035

JUHI SINGH 18040

MOHAMMED MANSOOR 18053

PREMITH PR 18058

SHIVANGI CHOUDHARY 18059

Submitted to,

Dr. M. R. SURESH

29, 2019
GROUP 3
SECTION ‘A'
Contents
1. BACKGROUND...............................................................................................................................3
1.1 MARKETING MIX...............................................................................................................3
1.2 Target market.........................................................................................................................4
1.3 Major competitors..................................................................................................................4
2. WORKING DEFINITION OF HELMET.........................................................................................4
3. DECISION-MAKING CONTEXT...................................................................................................6
Why the firm wants to undertake the MR study?...............................................................................6
4. RESEARCH PURPOSE....................................................................................................................6
5. (i)RESEARCH SCOPE:....................................................................................................................6
(ii)RESEARCH USERS:.......................................................................................................................6
(iii) RESEARCH BOUNDARY:...........................................................................................................7
6. RESEARCH OBJECTIVES..............................................................................................................7
7.RESEARCH QUESTIONS................................................................................................................7
7.1 Research questions......................................................................................................................7
8.HYPOTHESIS....................................................................................................................................7
9.RESEARCH DESIGN........................................................................................................................7
10.WHO ARE OUR RESPONDENTS?................................................................................................8
11.SAMPLING PLAN AND SIZE........................................................................................................8
11.1 Target Population:.....................................................................................................................8
11.2 Sampling Frame:........................................................................................................................8
11.3 Sampling Technique:.................................................................................................................8
11.4 Sampling Size:...........................................................................................................................8
11.5Execution:...................................................................................................................................8
12.INFORMATION RESOURCE PLANNING TABLE..................................................................9
13.DUBBY TABLES............................................................................................................................9
13.1 DATA ANALYSIS.................................................................................................................10
13.2 DUMMY TABLE....................................................................................................................10
14.ACTIVITY PLAN..........................................................................................................................11
15.QUESTIONNAIRE........................................................................................................................11
16.FINDINGS AND CONCLUSION.................................................................................................14
16.1 Findings.......................................................................................................................................14
17.Analysis of the Questionnaire.........................................................................................................15
18.RECOMMENDATIONS AND DIRECTION OF FUTURE RESEARCH....................................18
18.1 Recommendations..................................................................................................................18

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18.3. LIMITATIONS OF THE STUDY...........................................................................................19
19.APPENDIX....................................................................................................................................19
QUESTIONNAIRE.............................................................................................................................19

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1. BACKGROUND

Head and Gears are one of the top helmet dealers in the city of Mysore. It has many brands of
helmets . Few of them are as follows-

1. Vega 5. Fastrack
2. Steelbird 6. Aerostar
3. STUDDS 7. THH
4. Johnny walker 8. Volga

The proposal contains “The Customer Satisfaction towards STUDDS Accessories Limited”. This has
been carried out to know whether the people are aware of STUDDS helmet in Mysore city.
STUDDS ACCESSORIES LIMITED is the world’s largest manufacturer of two wheeler helmets. The
company has two flagship brands STUDDS & SMK HELMETS. They have a wide range of helmets
and motorcycle accessories, which keep on evolving every year in terms of new design and graphics.
They believe that their company’s focus on style, design, quality as well as safety, makes them a
lifestyle choice for their customers, and positions STUDDS and SMK as aspirational brands.
Their flagship brand STUDDS is marketed and sold in 21 countries across the globe, while SMK is
present in 23 countries, including Europe, Asia and Latin America 
1.1 MARKETING MIX

1. PRODUCT:
Their brand has national as well as international recognition. All kinds of helmets and other
safety motorcycle accessories are marketed. The helmet with visors, without visors, half-
face, full-face, sporty helmets are manufactured and marketed. The following is the product
range of STUDDS -

 Helmets like sporting, industrial helmets

 Motorcycle accessories like rainwear, backpacks
 Gloves and goggles

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 2. PRICE:
They have new technology helmets. They use skimming strategy because of which they sell
their products at a higher price with new technology incorporated in it. The price range varies
from product to product. The price ranging between Rs (890-2000).
3. PLACE:
It is widely spread with the distribution network of distributors, dealers and retailers which
consists of dealers and institutional customers, such as the Central Police Canteens and
Canteen Stores Department as well as a global distribution network. They sell the products
through 363 active dealers in India and had sold their products to 30 importers across
Asia, Europe, Latin America, etc.
4. PROMOTION:
STUDDS implements its promotion by advertising, hoardings, banners, etc to promote its
helmets. They also advertise with the help of internet websites, magazines, etc.
1.2 Target market
STUDDS targets its brand of helmets towards the 2 wheeler owners, etc. It is basically
targeting the youth sector keeping in mind the safety as well as fashion. It has various
colourful helmets designed for different mindsets of the people.
1.3 Major competitors
1. Vega with market share of 10.25%
2. Steelbird with market share of 12%

2. WORKING DEFINITION OF HELMET

The following defines helmet based on technical, industry, dictionary and common
man’s understanding, this will provide more insight to our product and will give a clearer picture
about helmets.

 Technical Definition: A helmet is used in arc welding that shields the front of the head, has a
protective lens for the eyes, and is fitted with a headgear on which it can usually be tilted up
out of the way.

 Industry Definition:
A helmet
predominantly used in workplace environment such as industrial or construction sites to
protect the head from injury due to falling objects, impact on other objects, debris, rain and
electric shock. These are often referred to as hard hat.

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 Dictionary Definition: A hard or padded protective hat, various types of which are worn by
soldiers, police officers, motorcyclists, sports players, and others. It is a broader definition of
helemt and covers different aspects in which helemts are used.

 Common man’s Definition: A

helmet is a form of protective gear worn to protect the head. More specifically, a helmet
complements the skull in protecting the human brain. There are different types of helmet:
o Full Face Helmet: It covers the top, back and front of your head. (Figure 1)
o Modular Helmet: It has chin bar flips up (or is removed entirely) to turn a full face
helmet into an open face helmet. Modular helmets are popular with adventure and
sport touring riders. (Figure 2)
o Open Face Helmet: The ¾ structure has an inherently vintage feel, and matches well
with stylish street-going motorcycles. These are popular among cruisers and scooter
riders. (Figure 3)
o Half helmet: It covers head, normally from the top of your forehead to about halfway
down the back of your head. They’re extremely popular with cruiser and vintage
riders, with a particular following in the Harley-Davidson category. (Figure 4)
o Off Road Helmets: It is different from Full face helmet by the virtue that they are
their sun peaks and pronounced, angular chin bars. Dirt riding demands a high
physicality from the rider, and it’s often done in warmer weather. So, motocross
helmets are designed to minimize weight and maximize ventilation. (Figure 5)
o Dual Sport Helmets: Dual-Sport helmets fall somewhere between off-road and full
face styles. Like motocross helmets, they have a sun peak and excellent ventilation.
However, they also provide a little more warmth and soundproofing for on-road
riding. (Figure 6)

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3. DECISION-MAKING CONTEXT
Why the firm wants to undertake the MR study?
Helmet industry in India is growing at a rate of 34% annually. The demand for two-wheelers
has directly influenced the demand for helmets.
So, therefore the marketing department wants to know-
1. What are the expectations of the consumers from STUDDS helmet?
2. What all other features the consumers need in the STUDDS helmet?

4. RESEARCH PURPOSE
Since the market of biking accessories are growing rapidly and more products are coming in to
market, Studds company wants to know the likeability of Studds among the users. The company also
wants to know what changes to be made to increase and hold the market share.

5. (i)RESEARCH SCOPE:
1.To know the current level of consumer satisfaction
2.To give suggestion regarding the improvement of the product
3.Will they suggest to other friends

(ii)RESEARCH USERS:
This research will be used by the marketing department, research and development department and
senior executives of the Studds company.

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(iii) RESEARCH BOUNDARY:
Boundary is Mysore city as defined by Mysore City Corporation because most of the customers of
Heads and Gears shop are localities and also, we will be able to find people of different age group,
gender and different economic class.

6. RESEARCH OBJECTIVES
1. To examine the customer level of satisfaction towards STUDDS helmets.
2. To determine the awareness of STUDDS helmets in the market.
3. To know the recent trends in the market.

7.RESEARCH QUESTIONS
7.1 Research questions
 What price is the customer willing to pay for the helmet?
 Do the helmet protect the head against a concussion?
 Are the customers satisfied with the product?
 What additional safety features should be added to the helmet?
 Which type of helmets do the customers prefer the most?
 Do people take guarantee and warranty into consideration while buying helmets?
 Will people shift to similar helmets if our product is not available?
 Which segment of people prefer to buy the helmet more?
 Is there any technical glitch in the existing product?

8.HYPOTHESIS
Null hypothesis (H0): Respondents are satisfied with the product and its current features.
Alternate hypothesis (H1): Respondents are not satisfied with the product and its current features.
Null hypothesis(H0):They prefer this because it is comfortable, and has less sweat
Alternate hypothesis(H1): They were not satisfied because it was not comfortable and produce a lot of
sweat

9.RESEARCH DESIGN
We are planning to conduct an exploratory research. The survey research will be conducted by a
questionnaire to a total of 100 consumers living in and around the area of Mysore. By conducting an
exploratory research using questionnaire we can get

1.What type of new feature is the customer looking for?

2. To recognise what would be the suitable price range for the helmet?

3. Choice of data collection: - Primary data collection.

Thus, by collecting intensive data regarding the product we will get know what is in the minds of
customer. So that necessary action can be taken.

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10.WHO ARE OUR RESPONDENTS?
1. Business people: -Our main targeted customer is to take data from people who sells the
product, they must be knowing what new preferences and taste of consumers are. So, going
towards them and collecting data from them directly helps to know about the current scenario
of the market..
2. Sports men: -For sports people irrespective of the game they need helmet for protection
during games. So, going towards them and collecting data from them directly helps us to
know what the problems are they are faced in the current helmets they are using and if we try
to solve through our helmets will surely will be a good way to reach to market.
3. Two-wheeler Lady drivers: -By collecting data from lady drivers directly we can know about
the problems faced by them in the current using helmets.

11.SAMPLING PLAN AND SIZE

11.1 Target Population: Motor Vehicle Accessory Retailors & Wholesalers, Motor Vehicle
Enthusiasts, Motor Vehicle Riders (Both Male and Female)

11.2 Sampling Frame: Vehicle Accessory Store in Mysuru.

11.3 Sampling Technique: Simple Random Sampling with modification to exclude students and
children.

11.4 Sampling Size: 100

11.5Execution: Questionnaire will be distributed to the people visiting retail stores.

12.INFORMATION RESOURCE PLANNING TABLE

Source of Information Primary/Secondary Information Points Measurement

Approach
Retailers Primary 1. Impact of offers and Nominal Scale
discounts Ordinal Scale
2. Preferred features by Likert scale
customers
3. Gender of customers
4. Most preferred brand
5. Impact of offers and
discounts
6. Expected features

College Students, Primary 1. Awareness Comparative Scale

General people, 2. Price sensitivity Ordinal Scale

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 Travelling people 3. Attributes of the Nominal Scale
helmet like quality,
color, reliability etc.

4. Additional features
to be added

5. Weight preference
6. Health issues
7. Audibility
Motorcycle club Primary 1.Price range of different Comparative Scale
brands. Ordinal Scale
2.Awareness Nominal Scale
3.Brand Preference
4.Visor preference
5.Health issues
6.Type of helmet
7.Additional features
expected

13.DUBBY TABLES

13.1 DATA ANALYSIS

After collecting the required information, we can use various statistical tools like correlation,
regression techniques to find relations between various characteristics and thus test the hypothesis we
made earlier.

13.2 DUMMY TABLE

Gender Total

Male  

Female  

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 Age Never use Rarely use Use sometimes use frequently Always Use
15-25          
25-30          
30-35          
35-40
40 above          
Total          

Not at all Neutra Little bit Very

Satisfaction Level
satisfied l satisfied satisfied
Reduce head injuries        
For safety purpose        
Physical protection        
Control sun burn
Protect from flying insect
Protect eyes from dust and air
Face protection        

Features Total
Comfort/fit padding  
Rigid outer shell  
Face shield  
Additional face protection  
Retention system  
Patented air pathways  
Refines hearing cuts wind noise
Convenient  

14.ACTIVITY PLAN
Time period for each activity-

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Approx. 4 days to do the proposal 2 with research questions and objectives, etc
Another 5 days to collect data and analyse
And then give recommendation

15.QUESTIONNAIRE
NAME:
1. How many brands of helmets you have in the shop?

2. Do people ask for specific brands?

*Yes *No

3. Is price the main factor?

*Yes *No

4. In what intensity do people ask for STUDDS brand of helmet?

*High *medium *Low

5. What features do consumers need in a helmet?

*Quality *Comfort *Safety

6. Why consumers prefer STUDDS helmet

*Design * value for money *comfortness *features

7. Are consumers satisfied with STUDDS brand ?

*Yes *no *maybe

Name:

Gender:

1. Do you use helmet while riding vehicle?

*Yes *No

2. According to you, helmets should be made compulsory?

*Yes *No

3.What type of helmet you use?

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 Open face modular full face half face

4. which type of helmet do you prefer? (rate in between 1 to 4 ie 1- most preferred and 4- least
preferred)

Open face modular full face half face

5. While wearing helmet what problems do you face?

 Sweating
 Uneasiness
 Messy hair
 Itching

6.Have you heard about Studds helmet?

*Yes *No

7.Do you use STUDDS helmet?

*Yes *No

8.On your next purchase, would you like to purchase STUDDS helmet?

*Yes *No *Not sure

9.After using it if you face no problem, will you recommend it to your friends?

 Definitely
 Probably
 Not sure

If you are using STUDDS helmet, then answer this questions:

10. How satisfied are you with the following characteristics of STUDDS helmet.

Price

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  Very satisfied
 Satisfied
 Neither satisfied nor dissatisfied

color and design

 Very satisfied
 Satisfied
 Neither satisfied nor dissatisfied

purchase experience

 Very satisfied
 Satisfied
 Neither satisfied nor dissatisfied

safety and comfort

 Very satisfied
 Satisfied
 Neither satisfied nor dissatisfied
 Dissatisfied

11. How satisfied you are with the helmet?

 Very satisfied
 Satisfied
 Neutral

12. what specifically are you satisfied or dissatisfied with this helmet?( write S or D beside )

(i) quality

(ii) comfort

(iii)price

(iv)safety

13.Are you satisfied with the safety part of STUDDS helmet?

 Yes
 No
 Not sure

14.What are the problems that you face while using STUDDS helmet?

 Uneasiness
 Sweating
 Safety issues
 Others, please specify _____________

15.On a scale of 5 rate, how satisfied are you with STUDDS helmets?

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( 5- extremely satisfied, 1- not satisfied)

 Extremely satisfied
 Very satisfied
 Moderately satisfied
 Slightly satisfied
 Not satisfied

16.On an average , what is your expectations on the shelf life of STUDDS helmet

 2 years
 3 years
 4 years
 More than 4 years

17.Would you suggest the STUDDS helmet to your friends and relatives?
 yes
 no
 not sure

18.What type of visor do you prefer for the helmet?

 Transparent (Plain)
 Semi Transparent (Tinted)

19. Out of the four brands given below, which brand have the highest brand awareness according to
you? ( i.e.rate in between 1 – 4 ; 1- most awareness 4- least awareness)

THH STUDDS STEELBIRD VEGA

16.FINDINGS AND CONCLUSION

16.1 Findings
 As per the data collected from 100 samples, we found that people generally prefer for quality
and value for money helmets.
 Due to various reasons mentioned above in the questionnaire, the survey made on 100
Samples, resulted in 18% awareness of STUDDS helmets
 When asked about why people did not prefer STUDDS helmet it is because they don’t have
the design which youngsters want.
 STUDDS helmet satisfaction is above 80% among the consumers.

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17.Analysis of the Questionnaire
1.Feature preference in helmet
From the survey we found out that the highest preference goes for the quality of the helmet (47%).The
comfort level of the helmet also plays a major role,33% of the customers gives preference to this
fearture.20% of the consumers mostly found as youth give importance to the design of the helmet.

Chart Title

20% Quality
Comfort
47% Design

33%

2.Why consumer prefer STUDDS helmets

By and large customers are happy with the value provided by Studds,69% of the customers choose
studs due to the value for money Studs providing. Remaining 31% is shared by Design and
Comfortless by 15 and 16 respectively.

3.Customer satisfaction on Studds

Most of the customers are satisfied with Studds brand.69% of consumers are very happy with the
Studds Brand.A few consumers are not happy and few are in a confused manner

4.Price Range

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 Chart Title
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
below 1000 1000-1500 1500-2000 2000 and
above

This graph explains the Price Range that the consumer look forward for the helmets From our Survey
which we provided 4 levels of Price Range it is evident that 70% Consumers are willing for a price
range of 1500-2000 for their helmets. Majority people are satisfied in this price range

5.What type of helmet you use?

Chart Title
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
Open face Modular Full face Half face

From the graph it is evident that 65% of Consumers prefer Modular Helmet. The reason behind
choosing that model is that it provides dual Feature by flipping the front portion and consumers finds
it reliable.
Problems faced during wearing studds helmet

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 7%

30%

3%
60%

Sweating Uneasiness
Messy hair Itching

From the graph it is evident that 60% of the consumers face the problem of Messy Hair by wearing
the helmet Both Female and Male face this problem of messy hair.
7.Will you recommend studds helmet to yourfriends

Chart Title
14%
26%

60%

Definitely Probably Not sure

From the graph it is evident that 60% of the consumers choose 'Probably' as the option about
recommending studds to their friends. The reason they have not choosen Definitely because they may
be not well aware of the brand Studds.
8.Four aspects

Chart Title
2.5
2
1.5
1
0.5
0
fie
d
fie
d er fie
d
fie
d
s s i th s s
s ati s ati ne ati ati
ry ss i ss
di yd
Ve r
ve

Price Color and design

Purchase experience Safety and comfort

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In this combined graph of 4 aspects it evident that in terms of Price we have got neutral response, in
terms of Color and design 65% people are satisfied, Purchase experince 55% are satisfied and in terms
of safety and comfort 75% are satisfied.
9.Higher brand awareness for

Chart Title
2%9%

18%

71%

Thh Studds Steel bird Vega

From the graph it is evident that 71% consumers are aware of Brand Vega

18.RECOMMENDATIONS AND DIRECTION OF FUTURE

RESEARCH
18.1 Recommendations
 The brand awareness for Studds is only 18% compared to other helmet brands. By analysis it
is clear that compared to other brands in the segment Studds holds 2nd position in term of
brand awareness after Vega and Steelbird.
 As Studds have less brand awareness. To improve this they have to engage customers,
provide greater customer service and provide extra perk for loyal customers. This will help
Studds to build brand loyalty.
 They have to work well with the customer ,build long term relationship with the customer.
 Build an effective customer relationship management .
 Another important aspect they have to work on is on the customer satisfaction by meeting the
customer expectation.

18.2 Direction of Future Research

 The research can be further conducted with large number of sample size
 The research can be further taken to most part of state and region and analyse the whole
scenario
 The research can include Focus Group interviews and depth interviews in order to probe deep
into the “WHY?” part of the research which will also help us unearth the root cause for lesser
sales of the Hero MotoCorp Scooters.

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18.3. LIMITATIONS OF THE STUDY
 The survey was only considered in Mysore City.
 The sample size considered is small to the extent of only 100.
 Response error: During research it was found that many respondents were hesitant to answer
the question regarding the reason for choosing Studds . The reason could be respondents
being unaware about the various factors of Studds.

19.APPENDIX
QUESTIONNAIRE

NAME:
8. How many brands of helmets you have in the shop?

9. Do people ask for specific brands?

*Yes *No

10. Is price the main factor?

*Yes *No

11. In what intensity do people ask for STUDDS brand of helmet?

*High *medium *Low

12. What features do consumers need in a helmet?

*Quality *Comfort *Safety

13. Why consumers prefer STUDDS helmet

*Design * value for money *comfortness *features

14. Are consumers satisfied with STUDDS brand ?

*Yes *no *maybe

Name:

Gender:

1. Do you use helmet while riding vehicle?

*Yes *No

2. According to you, helmets should be made compulsory?

*Yes *No

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3.What type of helmet you use?

Open face modular full face half face

4. which type of helmet do you prefer? (rate in between 1 to 4 ie 1- most preferred and 4- least
preferred)

Open face modular full face half face

5. While wearing helmet what problems do you face?

 Sweating
 Uneasiness
 Messy hair
 Itching

6.Have you heard about Studds helmet?

*Yes *No

7.Do you use STUDDS helmet?

*Yes *No

8.On your next purchase, would you like to purchase STUDDS helmet?

*Yes *No *Not sure

9.After using it if you face no problem, will you recommend it to your friends?

 Definitely
 Probably
 Not sure

If you are using STUDDS helmet, then answer this questions:

10. How satisfied are you with the following characteristics of STUDDS helmet.

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Price

 Very satisfied
 Satisfied
 Neither satisfied nor dissatisfied

color and design

 Very satisfied
 Satisfied
 Neither satisfied nor dissatisfied

purchase experience

 Very satisfied
 Satisfied
 Neither satisfied nor dissatisfied

safety and comfort

 Very satisfied
 Satisfied
 Neither satisfied nor dissatisfied
 Dissatisfied

11. How satisfied you are with the helmet?

 Very satisfied
 Satisfied
 Neutral

12. what specifically are you satisfied or dissatisfied with this helmet?( write S or D beside )

(i) quality

(ii) comfort

(iii)price

(iv)safety

13.Are you satisfied with the safety part of STUDDS helmet?

 Yes
 No
 Not sure

14.What are the problems that you face while using STUDDS helmet?

 Uneasiness
 Sweating
 Safety issues
 Others, please specify _____________

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15.On a scale of 5 rate, how satisfied are you with STUDDS helmets?

( 5- extremely satisfied, 1- not satisfied)

 Extremely satisfied
 Very satisfied
 Moderately satisfied
 Slightly satisfied
 Not satisfied

16.On an average , what is your expectations on the shelf life of STUDDS helmet

 2 years
 3 years
 4 years
 More than 4 years

17.Would you suggest the STUDDS helmet to your friends and relatives?
 yes
 no
 not sure

18.What type of visor do you prefer for the helmet?

 Transparent (Plain)
 Semi Transparent (Tinted)

19. Out of the four brands given below, which brand have the highest brand awareness according to
you? ( i.e.rate in between 1 – 4 ; 1- most awareness 4- least awareness)

THH STUDDS STEELBIRD VEGA

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