Shri Subramanium Buys a Moped

Shri Su Shri Subr bram aman aniu ium m Buys a Moped: TVS 50

Shri Subramaniyam of Nemili village, T.N. was interviewed with Sri R.Narayanan & 4 of his IIM-B colleagues. They wanted to understand  the consumer characteristics & the process of buying decision of a moped

bout the case.. A 

No Much more educated Had job (service) experience No elder member in the family Smaller family size Economically stronger 

Is Shri Subramaniam a typical farmer ?

To milk cows twice a day Market his flowers & vegetables business Helpful in poultry business Take daughter to her school Go to cinemas Similar profile people purchased moped Convinced by- Moped users, mechanics factors- Good service, mileage, parts availability, performance( minimal breakdown), design & color  Other

Awareness- Highway signboards, Cinema slides, Newspaper 

Factors motivated to buy Moped

From the

case

Male Age- 32 to 48 Land owner  Travels more than 15Kms daily (profession) Has school going children Earns > 80K annually Interested in Cinema No elder male person in the family

Profile of rural moped owner

11%  -Rich farmers with about 5-10 acres of land, may not be educated, but wants children to be educated. Consults friends & relatives in urban areas for  technological adoption. Owns tractors & TVs also. 37% -Salaried class & small farmers, average holding 2-5 acres. Children sent to village school. Opts for time tested technology, Owns TV etc.

Moped owner·s profile

Males take buying decision They consult elders, females & then children They

consult- Moped users, mechanics

look for- Good service, mileage, parts availability, performance design & color  They

of awareness- Highway signboards, Cinema slides, Newspaper  Source

They buy only when they are economically sound Old people do not prefer buying a moped

Buying decision process in rural areas

Better mileage Design moped to appeal male users Primary colors- Brown & Green (available at low cost) Better suspension & bigger wheels for village roads Longer seat to adjust two adults & a child Provide an option of, extra seat attachable car  More number of service providers Educate village mechanics about their product On special occasions, provide free rides to senior citizens, to promote their product

New Product strategies«

Thank you«