TEAM

DAT
BIKE
Factors Affecting On Consumer Behavior on Datbike
Weaver 200 at Datbike Company
MEET THE TEAM

LE NGOC TIEN NGUYEN VAN HAY DINH LE TRUONG GIANG

Product Developer Markter Sale

TRẦN THANH VĂN NGUYỄN QUỲNH ANH

Marketing Customer Service
MAIN CONTENTS
O1 OVERVIEW OF DATBIKE

O2 SEGMENTED CONSUMER

O3 SENSORY PERCEPTION

O4 FACTOR AFFECTING ON CONSUMER

BEHAVIOR

O4 RESULT
 OVERVIEW

Background

• Dat Bike was founded in 2019 by Mr. Nguyen Ba

Canh Son

• Dat Bike has received strong support from customers

and recorded a 10-fold increase in revenue

• Weaver 200 can travel 200 km and has a powerful

capacity of up to 6 kW
 OVERVIEW

VISIO
N
Dat Bike aims to break down the barriers
people often think of electric motorbikes
and follow the goal of "greening" the
motorcycle market.

MISSIO
N
The mission that Dat Bike want to
convert all petrol motorcycle in
Southeast Asia into electric
motorcycle.
 OVERVIEW
S T R AT E G Y

Developing based on the motto "early, fast and

continuously improving" from customer
feedback about the product.

Gain market share $8 billion two-wheeler market

in Vietnam

Launch a new model each year with many

improvements compared to the old version
 OVERVIEW
Core product

Intended Function
• The motorbike is also capable of accelerating from 0 to 50
km / h in just under 3 seconds and has a maximum speed of
80 km / h

• Just charge for 3 hours, motorbike can run 100 km

• These things will remove the barrier in people's minds that

electric motorbike won't be able to go as well as gas
motorbike
 OVERVIEW
Core product
Datbike Weaver 200
Experiental experience

• Datbike was made with classic Cafe racer design.

This design is suitable for young people who want
to have a vintage feel

• DatBike targets customers who tend to prefer the

experience and they want to use products that
satisfy their emotions
 OVERVIEW
PRODUCT LINE
Datbike Weaver++

Datbike Weaver 200

 SEGMENTED CONSUMER

DEMOGRAPHIC

Age From 25 to 44

Gender Mainly male

Occupation Employee, Student,

Economic conditions from

Income
medium to high

Location Customers in Ho Chi Minh

City and big city
 PSYCHOGRAPHIC

• Inheriting the classic design style

• Following the trend of Cafe Racer

• Suitable for young people who

pursue a personal style
 BEHAVIORAL
• Cognitive stage: Based on Datbike's marketing
campaigns that customers will have knowledge about
Datbike products

• Affect stage: The user has gradually formed product

awareness with the information in the previous step

• Behavior stage: A decision-making step based on

product perceptions, if consumers have a good
perception of Datbike, they will buy the product
SENSORY COLOR
PERCEPTION
2 main colors: black and orange

Black: strong, increase luxury. And with a slightly

nostalgic design, Datbike is aimed at male customers,
so Black was chosen.

Orange: is a bright color, combined with black to help add

highlights to Datbike's electric vehicles. Orange is a
symbol of youth and energy.
 TOUCH AND FEELING SENSORY
Unexpected performance
PERCEPTION

Without feeling the delay

Easier and smoother driving experience

Less annoying vibrations

SENSORY DESIGN AND LAYOUT
PERCEPTION
Classic design but no less modern

Equipped with a modern electronic instrument

cluste

Can be connected to the vehicle through an application on

the phone.
 COMPETITOR
GROWTH

Leading the electric vehicle market in terms of annual data is

Honda with sales up 21.2%.

In second place are Yamaha (+17.3%) and Pega (+6.1%).

In the last 12 months, Dat Bike's revenue has increased 10

times.

Although the growth rate increased much, it did not have a

stable trend.
 COMPETITOR

Market share

• Datbike only accounts for 5-6% of Vietnam's electric

vehicle market

• VinFast is currently the brand holding the largest

market share of electric motorcycles in Vietnam, about
40%

• The rest of the companies account for about 50%.

Global's electric vehicle market
Global's electric vehicle market
 MOTIVATION

• The customer's Motivation is based on the perception, exposure meaning, intended

function, experiental experience
• That my team has analyzed so that customers can be motivated to have buying behavior
but it is still influenced by external and internal factors such as economic, social,
culture ...
so now let's analyze those factors to find ways to overcome those problems.
 ECONOMIC
FACTOR

• Income level: The price of Datbike electric car is in a rather high segment compared to
traditional gasoline cars (about 60 million VND).
• Cost of ownership: electric vehicles are still new to the Vietnamese market,
maintenance and insurance costs may be higher than traditional petrol cars, so this factor
may affect demand. for Datbike electric motorbike products.
• Price of gasoline: If the price of gasoline is high, consumers may be more likely to
switch to electric vehicles to save money on fuel costs.
 C U LT U R A L A N D
S O C I A L FA C T O R S

Environmental consciousness: environmentally conscious, eco-

friendly and emit fewer emissions.

National identity:In some countries, there may be a preference

for green brands or products over normal brands.

Lifestyle and values: If a consumer values sustainability and

eco-friendliness, they may be more likely to purchase an
electric vehicle.

Word of mouth: can increase the popularity of electric

vehicles. If the good things of electric cars are spread , it will
break down the barriers in people's thinking about electric cars.
 TECHNOLOGICAL
FA C T O R S

RANGE AND BATTERY

LIFE:
Range and battery life: Eliminate the
stereotype that electric motorbike will not go
far

CHARGING
INFRASTRUCTURE
Datbike has very few charging stations, which
affects consumer buying behavior

ADVANCEMENTS IN
TECHNOLOGY
Unique technologies only available on Datbike
 PERSONALITY

PRAGMATIC PERSONALITY

They will most likely not buy Datbike's electric

motorbike products because the cost to spend for
an electric car is quite high while they only need
a car to move around,
Consumer respond
Consumer respond
KEY POINTS OF
Customers appreciate the motorbike's battery capacity
CONSUMER
The performance that the motorbike brings to the user is
RESPONSE also a highlight

Strong motorbike appearance suitable for mountain

climbing routes

The price of the motorbike is quite a concern for many

people

They want to have universal motorbike designs,

 SOLUTION Datbike Weaver 200

• Find a way to reduce the price of the car from

60 million to 40 million dong

• Datbike needs to design more product lines

with popular designs for customers to have
more choices

• Datbike can combine with environmental

protection groups to spread environmental
protection to everyone
THANK
YOU