Market share of two

wheelers in Kathua
Submitted By:
Anuj Gupta
Ankush Vaid
Rahul Mahajan
Zorawar Singh Jasrotia
Market Share Analysis
There are three measures of market share:-

Overall Market Share: The Company’s overall market share is its

sales expressed as percentage of total market sales. The overall
market share can be found in terms of units and also in terms of
value.

Served Market Share: The Company’s served market share is

represented by its sales expressed as a percentage of total sales to its
served market. The served market represents all the buyers who are
able and willing to buy its product. A company could capture 100%
of its served market and yet have a relatively small share of the total
market.
Relative Market Share: The Company’s market share to
its top competitor(s) expresses its sales as a percentage of
the three largest (or sometimes a single largest)
competitor’s combined sales. A relative market share over
100% indicates a market leader. A relative market share of
exactly 100% means the company is tied for the lead. A rise
in relative market share means a company is gaining on its
leading competitor.
A useful way to analyze market share movements is in
terms of four components:
 
Overall market share = customer penetration x customer
loyalty x customer selectivity x price
selectivity
RESEARCH OBJECTIVES
To study the two wheelers market in terms of company
structure and demand trend.

To analyze the perceived strengths and weaknesses of the

companies.

To get knowledge of the factors demanded by the

customers while making a purchase

To get unit sales of each brand.

Introduction
A motorcycle (also called a motorbike, bike, or cycle) is a
single-track, two-wheeled motor vehicle.
Motorcycles vary considerably depending on the task for which
they are designed, such as long distance travel, navigating
congested urban traffic, cruising, sport and racing, or off-road
conditions.
Motorcycles are the most affordable form of motorized
transport in many parts of the world and, for most of the
world's population; they are also the most common type of
motor vehicle.
There are around 200 million motorcycles (including mopeds,
motor scooters and other powered two and three-wheelers) in
use worldwide, or about 33 motorcycles per 1000 people.
This compares to around 590 million cars, or about 91 per
1000 people.
Most of the motorcycles, 58%, are in the developing countries
of Asia—Southern and Eastern Asia, and the Asia Pacific
countries, excluding Japan—while 33% of the cars (195
million) are concentrated in the United States and Japan.
As of 2002, India with an estimated 37 million
motorcycles/mopeds was home to the largest number of
motorized two wheelers in the world.
China came a close second with 34 million
motorcycles/mopeds.
Companies
The major manufacturers of two wheelers in India are
Hero Honda
Bajaj
Yamaha
Honda
Royal Enfield
LML
Suzuki
TVS
PROFILE OF AREA TO STUDY, KATHUA
It is very clear that the profile of the area has direct/indirect
impact on study.

So it is very important to get an idea about the market studied.

In this study, the study area (market) was Kathua. It being a
small city with 5 lakh population, designed on much planned
manner, having a medium standard of living, has high demand
for consumer durables.

The people are crazy, fun-loving and adventurers.

The economic background of the city is very sound.
The average monthly income of a family range from
Rs. 10000 to Rs. 50000.
The people are broad-minded and their culture
reflects the latest styles of our country.
People like to make use of latest technologies to save
manpower and other related aspects.
The city is advanced in every respect.
Therefore, the luxurious products take their berth
easily in the city.
METHODOLOGY
RESEARCH DESIGN

A research design is purely and simply the framework

or plan for a study that guides the collection and
analysis of data.

It is a blueprint that is followed in completing a study.

IMPORTANT POINTS
The design of investigation should stem from the
problem.
Whether the designs are productive in a given
problem setting depends on how imaginatively they
are applied.
An understanding of the basic designs is needed so
that they can be modified to suit specific purposes.
These designs can be looked at stages in a continuous
process.
INFORMATION REQUIRED
Which is the largest selling brand in Kathua?

Why a dealer sells a particular brand?

What does customer demand while purchasing a

two wheelers?
SOURCE OF DATA
Primary: Conducting a survey of the customers
with the help of a questionnaire.

Secondary: Sales figure collected from the

agencies of various companies.
DESIGNING THE QUESTIONNAIRE
The data was collected with the help of questionnaire
for the purpose of a personal interview.
The questions were dichotomous, multiple choice and
open-ended so as to make it easier for the respondent
to give answers to the questions.
All care was taken to make the questionnaire as brief
as possible.
ASSUMPTIONS DURING DESIGNING THE
QUESTIONNAIRE
While designing the questionnaire, certain assumptions
were made:- 

It was assumed that the respondent is able and willing to

communicate the desired data either verbally or in writing
on a questionnaire form.

It was assumed that the information obtained from the

questionnaire was essentially about the respondent’s verbal
or written behavior.
SAMPLING THE DECISIONS
The population of the study consisted of the two wheelers
dealers in Kathua.

Since there were seven agencies / dealers in the market, all of

them were selected to get the information required.

Therefore, it was decided that all the dealers would be visited.

This was very essential keeping in mind the objective of the

project.
DETERMINATION OF MARKET SIZE
The survey was conducted on 8 dealers in KATHUA
city.

The total sale of two wheelers in the month of April,

2010 is 422.

However the sale includes motorcycles with gear as

well as motorcycles without gear or scooties.
MARKET SIZE OF MOTORCYCLES,
SCOOTERS AND MOPEDS
Sales

34%

MOTORCYCLE
42%
SCOOTERS

MOPEDS

24%
DETERMINANTS FOR THE DEMAND OF TWO
WHEELERS
The dealers were given a set of features found in
two wheelers.

They were asked to rate them according to the

demand of the customers.

This was done so as to know which feature is liked

most by the customer and what a customer expects
from the company before making a purchase.
S.NO. FEATURES %AGE OF PREFERENCE

1 Power 12%

2 Mileage 28%

3 Gear 15%

5 Status 6%

6 Brand 6%

7 Price 16%

8 Technology 10%

9 After sale service 7%

30

25

20

15
Column1

10

0
POWER MILEAGE PRICE TECHNOLOGY SERVICE
FACTORS MOTIVATING RETAILERS TO SELL A
PARTICULAR BRAND
Series 1
3.5

2.5

Series 1
1.5

0.5

0
brand image margins demand from customers quality of product
MARKET LEADER AS RATED BY CUSTOMERS

90

80

70

60

50

40

30

20

10

0
hero honda bajaj royal enfield yamaha LML TVS honda
MARKET SEGMENTATION ON THE BASIS OF
POWER OF TWO WHEELERS
In Indian market two wheelers have been broadly categorized
into three segments viz. 
100 cc
150 cc
250 cc

However it has been seen that mostly people prefer those

wheelers which can give them more mileage, although young
generation customers go for more power bikes.

That is the reason why companies are trying to produce bikes

which can give customers more mileage at higher power
Sales

100 cc 150 cc

250 cc
QUESTIONNAIRE
Survey on market size of Two Wheelers in KATHUA

Dealer’s Name:
Address:
Location:

Which brand of Two Wheelers are you selling?

1) Hero Honda 2) Bajaj 3) LML 4) Royal Enfield

5)Honda 6) Yamaha 7)TVS 8) Suzuki

Which feature customer look for during purchase (rate them from
1 to 7)?

1)Power 2)Mileage 3)Status 4)Brand

5)Price 6)Technology 7)After sale service
Approximately how many customers visit your showroom daily
concerning Two Wheelers?

1) Less than 10 2) 10 to 20 3) More than 20

How many two wheelers do you sell in a month?

upto 100 cc __________ 100 cc to 150 cc ________

more than 150 cc ____________
 Which price category contributes maximum share of your
sales?

1) Rs 30000 – Rs 50000 2) Rs 50000 – Rs 7000

3) Rs 70000 – Rs 100000
 What motivates you to sell a particular brand of
motorcycle?
 
1) Quality of Product 2) Margin 3)
Brand Image
4) Customers Demand 5) After Sale Service
BIBLIOGRAPHY
Principles of Marketing - By Philip Kotler
Magzine - auto car
Business Today
Newspapers - Economic Times
 
Websites - www.herohonda.com
www.yamaha-motor-india.com
www.royalenfield.com
www.tvsmotor.in
www.honda2wheelersindia.com
www.bajajauto.com