For the past a century, the progress of technology in the cycle industry has encouraged organisations to start electric vehicles, which provides environmental friendly commuting in the city. City commuters aged between 18-35 and exploring within the vicinity of 10 mls or less have been the mark consumers for creating a distinct segment market in the motorcycle industry.
However, the adoption process by consumers remains low on electric vehicles, as it offers high price of the battery technology used in combination with limited mileage range and lack of charging infrastructure for the vehicles. Pulse motors has decided to unveiling its new PEV0 (Personal Electric Vehicle Zero) in the UK to carve a distinct segment market for its product in this expanding market.
In order to accomplish a larger market share, it is essential to identify the consumer attitudes and behaviours regarding pattern based commuting. The overall consumer perceptions of Electric Vehicles have to be monitored along with the needs of the consumers. This market report will evaluate the previously listed aspects along with the identification of data collection method used and implemented by identify the potential problems of releasing the PEV0 and removing those problems.
For the forex market research, Qualitative research strategy will be executed for exploratory purposes, where it helps to identify the aspect of consumer behaviour and unfold complicated decision making process. This technique will also help in defining the buyer perceptions about the merchandise and analyse the intricate romantic relationship that consumers have with brands, corporations, and services (Kent, 2007).
The opportunity of applying the quantitative research methodology for this market research is highly unlikely due to its large sample size and generalization of the quantifiable data accumulated and then applying it to a broader population. To acquire a quantitative data, the group of values or codes are predetermined to record observations and responses in the info capture circumstance (Flick, 2009).
However, on the other hand, for qualitative research, pre-structuring is not needed before data collection techniques. So, at the point of data capturing no specific composition are imposed about them. On this research, the emphasis is on determining the consumer behaviours, behaviour and needs and influences which can only just be obtained by in-depth mother nature of qualitative research. This can be achieved by focussing on particular band of participants resulting into interpretive research and understanding, in order to identify and clarify consumer beliefs and behaviours (Hennink et al. , 2011).
Qualitative methodology will help to addresses these issues:
Why and just how do people make choices as individuals or consumers.
Why and how do potential consumers utilize the products they buy.
What will be the areas of not acquiring satisfaction with various services or products.
What are the mental perceptions and image of different brands or product categories in your brain of the consumers.
How the product or service affect and distinguish the consumers on the market with its traits.
By dealing with these issues, Qualitative strategy can provide findings which will lead to a organized competitive tool for driving product insights and provide consumers with basis for up to date decision making process (Mariampolski, 2001).
One of the principal data collection techniques in qualitative research is focussed group discussions. There may be more than 10 to 12 groups, which consist of 6 to 8 8 participants per group, who are picked by a short recruitment process indulging into responding to a questionnaire which helps the researcher to distinguish the target society (Kent, 2007). This society is accumulated in terms of age, gender, social position, use of product that can be referred as quotas. This quota requirements must be satisfied by each individual in the group, producing into a focussed group. In this case, the quota requirement for each specific is how old they are which should be between 18-35, and the commuters going 10 a long way or less owned by that age range.
The researcher acts as a moderator who facilitates the complete group discussion on a particular research subject matter for a restricted time period for about 60-90 minutes. The discussion is noted in camera in order to develop insights at later phases and then for record keeping purposes. As, pulse motors will try to unveiling its product in the united kingdom market, the talk of the categories will be unstructured and free-wheeling as the target is on the understanding and exploration of the selected research issue (Mcgivern, 2009).
However, corresponding to Bailey (2011), concentrate group discussions have restrictions in terms of limited experience by the members and few participants producing into limited range of issues. Therefore, greater groups are required for discussions in creating broad range of ideas, ideas and their activities surrounding the study topic.
According to Tuckman (1986), to guarantee the successful outcome, the moderator needs to have an understanding of group dynamics which go through four phases: creating, storming, norming, and executing (cited in Kent, 2007).
One of the most effective data collection techniques in qualitative research is interviews. This includes open finished questions that are not constrained by set structure of questions. The dialog in this technique is face to face which can last for 45-60 minutes, regarding the research subject matter increasing the depth of the interview. The recruitment process for individuals is comparable to selecting participants in concentrate groups. The constructions of the interviews tend to be semi-structured or completely available ended interview about the topic, nevertheless the communication is not two way, rather, the interviewee shares his/her experience and the interviewer interprets the experience and makes an attempt to create insights on the topic (Leavy, 2011).
However, matching to Hennink (2011), there are limitations in this data collection strategy, as it excludes the reviews from others, while conducting one on one interview. The interviewer also needs to establish skills like building rapport with the interviewee so as to acquire appropriate opinions. In addition, the interviewer should be versatile to change this issue co-relating to the interviewee's encounters on this issue.
The main distinction between focus communities and in depth interviews is the fact that in focus teams, the communication style is focussed among the respondents themselves facilitated by the moderator, and in in-depth interviews the communication is between your interviewer and the respondent (Kent, 2007).
In this case, to look for the conception of the respondent towards electric vehicles; the interviewer will first make an effort to know the visiting design of the respondent accompanied by the product usage details such as which bicycle or routine the respondent is using for commuting in the city. This way, the interviewer can predict the needs and attitudes of the respondent, which provides an information on the research matter related to electric vehicles.
This data collection technique is more of a practical method of understand the consumer behaviour and attitudes in the physical characteristics of the surroundings. The researcher operates as observer to scrutinize the aspects and factors considered by the buyer in the buying process. The marketplace researcher or the observer in this scenario is disguised to be able to take notice of the consumers in their socio-cultural environment situation and their behaviour in decision making process in that scenario (Flick, 2009). Familiarization of the existing social configurations can be resolved in this data collection approach.
However, corresponding to Hennink (2011), observation techniques are time consuming which may lead to wait in research on the topic. The process of simultaneous tracking and observation is complicated and boring. In addition, the observer must be skilled for interpreting the resultant output of the research conducted on the buyer. The criterion involved with observation data collection strategy is limited as the opinions is taken by one observer leading to misinterpretation of data.
According to McGivern (2009), the observer analyses the public and cultural context of the buyer and then form insights on information, which we might not acquire from interviews and group conversations. This technique consists of both participant and non-participant observer which offer with acquiring data on the consumer activities and behaviours taking place in the environment.
For this marketing research, in-depth interviews collection approach will be carried out. In depth interviews, the interviewer has the liberty to respond to the respondent's opinions and adapt the interviews appropriately. Alteration of questions is possible which causes many follow up questions and explore or clarify the result of the respondent which provides further product insights (McGivern, 2009).
This data collection approach is utilized as it is affordable and helps you to save time for the researcher to assemble multiple opinions with regards to the research targets. In-depth interviews help investigate the study topic in depth by using open ended exploratory approach. Small communities help the researcher or the moderator to acquire in depth reactions from the participating respondents.
In this case, it is necessary for the researcher to investigate intricacies of the public adoption process, as it's been low due to barriers such as insufficient charging infrastructure and limited mileage range. It will help to explore the respondent's interior feeling and overall perceptions of each respondent in terms of motorbikes and their energy in line with the travelling style and the product usage.
Firstly, defining the prospective population of the study topic. In this case, city commuters aged between 18-35 and visiting within 10miles or less (per journey). This criterion will limit the audience and gives a definite target audience for pulse motors who intend to build a market because of this particular target populace.
Secondly, identifying the sampling approach which must be implemented to recognize the sample which represents the whole population and from which required results can be estimated. For this case, non- likelihood quota sampling approach will be carried out as the sample size is small which symbolizes the entire inhabitants. Selection of the sample audience is performed through the recruitment process which considers the characteristics such as get older, gender, and their behaviour towards bicycling/motorbike market. This quota adjustments will define the number of respondents and matching to the people quota criteria's the sample can be split into subgroups. For this case, the researcher will test 15 females and 15 males, between the generation of 18-35 by non-random selection. The sub group is divided in terms of age, gender, and working position of city commuters.
Firstly, coping within the age band of 18-23 which participate in the scholar category as their traveling design is more recurrent within the town. This sample can be found in colleges situated in metropolis by 'lurk and grab' convenience sampling process where the respondents can be recruited at specified sites wherein this circumstance would be college or university campuses. Unstructured interviews can be conducted while speaking with the students and knowing their traveling pattern and the setting of commutation. For example, how much do you travel in a week and which function of transportation would you'd like to travel from your home to the college then what do you consider about electric vehicles as a commutation tool in the city. This assists to identify the respondents from other students not appropriate for the study. Keeping an archive for the number of interviews in quota sheet will reduce the challenge of doubling through to few interviews and also discover the amount of respondents we still need to find for acquiring appropriate data on the study topic.
Secondly, another subgroup between your years of 24-29 which belong to the new recruits and interns category hired by the organizations can be recruited in the test group by putting into action snowball sampling as the awareness of the actual respondents is limited. Utilizing the network of connections or the company databases, the respondents can be identified as new jobbers or interns in the company. These respondents can be put in a cultural group setting where the common agenda would be the issue of selecting alternate function of cheap commutation for frequent travelling in the town. In case of electric vehicles, the researcher needs group interviews of interns/recruits wherein the problem of the interviews would be focussed on the versatility of cycle structured commuting and the time taken because of this mode of commutation. This will help to identify the entire perceptions of the respondents on the circuit based mostly commuting and it may lead to consumer perception whether the consumer is willing to buy something which provide them cheap and fast commuting in the bi-cycle/motorbike sector.
Thirdly, the previous subgroup between the years of 30-35, which symbolizes professional managers in virtually any organization, can be recruited in the test group by applying 'lurk and get' convenience sampling method. In cases like this, a recruitment questionnaire can be framed for the managers to differentiate the respondents. However, this recruitment method is difficult to do because of the limited approach into the respondents. Similarly, it'll be expensive for the researcher. To be able to mitigate this problem, researcher can administer the interviews by telephone or by post as it can be difficult to deal with the respondents. For example, the managers can be asked about the degree to which they use their personal commutation to visit in the city, and if an alternative solution cheaper cycle based commutation are provided for them, will it persuade them to choose the alternative setting of visiting in UK. This will identify the perceptions and attitudes of professional professionals towards cycle founded commuting and their product utilization pattern. This technique can also reveal their importance given to social status, which can be a decisive factor in buying electric bike/motorbike as reducing their social position may dissuade them to buy the product.
The aim of the study is to explore the traveling patterns of the students which depict their behaviour and attitudes toward city commutations. It also serves to figure out whether students are looking for cheap method of travel and which characteristics are desired or picked by the students.
Assuming that the results of the study are reflecting expected outcomes wherein the students is the market for PEV0, it is strongly recommended that the business designs and market segments its products to the reflected target segment in the future. The merchandise can be promoted as multi-utility electric vehicle handling several needs of the students.
In order to market the product through the launch, selecting the setting of promotion is dependent largely on the discovered marketplace from the research. In cases like this, in light of the assumption highlighting students as the mark, the media vehicles including the internet will be most reliable. Moreover, awareness promotions in the colleges can be set you back notify the students about potential benefits from the product.
Furthermore, the marketing communication mix should be designed around handling the concerns of the recognized target population from the research. For future, additionally it is recommended that PEV0 (Personal Electric Vehicle No) not only has the qualitative techniques, but also explores the quantitative research methods for better information and statistics on the product performance and operation.
This information is critical only after the product is first efficiently launched within the desired target segment, to be able to help expand enlighten the product developers to provide quality products to the prospective consumers.