A MARKETING RESEARCH REPORT ON

Consumer satisfaction of BGauss EV Scooter

PREPARED BY
Hadvani madhav

ENROLLMENT NO.
01020120120

GUUIDED BY
Prof. Dr. Jitendra Fefar

COLLEGE
Shree R.P. Bhalodia College -Rajkot

SUBMITTED TO
Saurastra University – Rajkot

ACADEMIC YEAR
2022-23

1
 DECLARATION

I, undersigned, Madhav Makeshbhai Hadvani the student of

TY BBA, hereby declare that this project work is my own work and it has
been carried out under the guidance of Prof. –Dr. Jitendra Fefar of Shri
R.P. Bhalodiya College-Rajkot. This work has not been previously
submitted to any other University or Institution for any examination.
SAURASHTRA UNIVERSITY, RAJKOT, shall have all the rights to
preserve, use and disseminate the project report in print or electronic
format for academic purpose.

Date: Signature:

Place: Rajkot Name: Madhav Hadvani

2
 ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance

& encouragement of other people. This one is certainly no
exception”0
First and foremost, I would like to thank my parents Mr. Makeshbhai Hadvani
and Mrs. Varshaben Hadvani for their endless love, support, and their
confidence in me throughout this academic course.
It is really a matter of great pleasure for me to undertake and present this
practical work, a research report of TY BBA Sem-6 on Consumer satisfaction
of BGauss EV Vehicles.
I express my profound gratitude to my guide Prof. Dr. Jitendra Fefar,
associate professor, Shree R.P. Bhalodiya college, Rajkot, for his valuable
guidance, continuous support, incessant reassurance during every stage of this
work and interest shown in this project report without whom this work would
not have been possible.
I would heartily thank Mr. Sahil Rayani owner/(manager)of Mars
Autogem, for providing me an opportunity for embarking in my project wok.
His valuable guidance & support made this project work an enlightening
educational experience.
I would like to extend my sincere thanks to all the Staff members of
Shree R.P. Bhalodiya College who have taught me and gave their valuable
suggestion during the course of this practical study.
I am feeling obliged in taking the opportunity to sincerely thank
Mr. Niraj Patel, chairman of college who have always encouraged me at
every point during my project work.
Last but not the least I would like to thank all the subjects of my study
without whom this study would not have been possible. My sincere thanks to all
the contributors whose name I might have missed but who truly deserve my
gratitude. I would like to thank all who have helped me all the while.

-student name Madhav Hadvani

3
 PREFACE

“The experience is like adding sugar to sweet”

As BBA students our aim should not be only to learn theoretical

concepts in the classroom, but it becomes more important as how we apply
those concepts in practices. In present scenario the world is developing so fast,
and thus the technological and applicant theory is changing at a greater phase.
The study indicates students to think out of the box. We come across many
modern theories and implementation of machineries, to start new business or
improving working of a present organization. We must have the knowledge of
both theory and practical, through it, the students can know about how to apply
their mind in real business world.

With a view to expand my boundaries of thinking about

implications of the theoretical knowledge in practical field, I have prepared the
project of CONSUMER SATISFACTION OF BAGUSS EV. The industrial
visit plays an important role as it widens our knowledge & it gives us
experience through training.

4
Company Certificate

5
College
Certificate

6
 INDEX

1) An overview of the industry

An overview of automobile industry.
Automobile industry in India.
Current scenario of the automobile industry.
History of Electronic vehicles
Information about company
Mission and vision of the company
Organisation chart
SWOT Analysis.

2) Marketing research
What is market?
Definition of market
Basic chart of the market working condition
What is marketing?
Definition of marketing
Classification of the marketing
Role of the marketing department in the
business Organisation chart of the marketing
department Marketing strategies
Marketing strategies of BGauss company.
Marketing mix
Marketing mix of the BGauss company.

3) Research Methodology
what is research?
Definition of research
What is research methodology?
What is market research?
What is marketing research?
Benefit of marketing research
Types of marketing research
The marketing research process
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 Research approaches
Research design
Research instruments
Sampling methods
Contact methods
Collecting information
Analysing of
information

4) Findings

5) Decision and suggestion

6) Limitation of marketing research

7) Bibliography

8) Appendix
- Questionary

8
 AN OVER VIEW OF
INDUSTRY

NO. Particular Pg no.

1.1 Introduction 10
1.2 An overview of automobile industry 12
1.3 Automobile industry in India 14
1.4 Current scenario of the automobile industry 19
1.5 History of Electronic vehicles 20
1.6 Information about company 26
1.7 Government policy 30
1.8 Vision & Mission of the company 35
1.9 Organisational chart 37
1.10 SWOT analysis 39
1.11 SWOT analysis of BGauss 41

9
 Basically, in our life we are use the several ways of the
transportation medium for the migration from one place to another place. In that
several ways there are like cycle, buses, cars, trucks, etc. in short for the go any
were in today’s fast era we can’t be depend on for just go with our lag by
walking. The transportation medium has having so much important in our life.
So, we will discuss some basic knowledge about the automobile and its industry
in this chapter.

The Indian automobile industry has historically been a good

indicator of how well the economy is doing, as the automobile sector plays a
key role in both macroeconomic expansion and technological advancement. The
two wheelers segment dominants the markets in terms of volume, owing to a
growing middle class and a huge percentage of Indian’s populating being
young.

Moreover, the growing interest of companies in exploring the

rural markets further aided the growth of the sector. The rising logistics and
passenger transportation industries are deriving up demand for commercial
vehicles. Future markets growth is anticipated to be fuelled by new trends
including the electronic of vehicles, particularly three-wheelers and small
passenger automobile

In addition, several initiatives by the government of India such

as the Automotive Mission Plan 2026, scrappage policy and production-linked
incentive scheme in the Indian market are expected to make India one of the
global leaders in the two wheelers and four wheelers market by 2022. The
country is expected to top the world in car volumes with approximately 611
million vehicles on the nation’s road by 2050. The economic progress of this

10
industry is
indicated by the amount of goods and services produced which give
the capacity for transportation and boost the sale of vehicles.

There is a huge increase in automobile production with a catalyst

effect by indirectly increasing the demand for a number of raw materials like
steel, rubber, plastics, glass, paint, services. Indian is today well known as a
potential emerging automobile market and jobs in the automobile industry are
rising.

India is expected to be the world’s third largest automobile market

in terms of volume by 2026. In order to keep up with the growing demand,
several auto makers have started investing heavily in various segments of the
industry during the last few months. The industry has attracted foreign direct
investment worth US$ 25.40 billion between April 2000 and December 2020,
according to the data released by Department for Promotion of Industry and
Internal Trade.

The rising income and greater availability of credit and financing

options have been the key growth drivers for the sector. Moreover, the demand
for commercial vehicles driven by a high level of activity in the infrastructure
sector has aided growth.

The Indian automobile industry is slowly shifting its focus to electric

cars with the purpose of reducing emission. With this background, this paper
highlights the overview of Automobile industry in Indian in terms of
production, sales and export trend in different years.

By allowing, consumers to commute long distances for works,

shopping’s, and entertainment, the auto industry has encouraged the
development of an extensive road system, made possible the growth of suburbs
and shopping centres around major cities, and played a key role in the growth of
ancillary industries, such as the oil and travel businesses.

11
1.2 : An Overview About Automobile Industry

The automobile industry is one of the most important drivers of

economic growth of India and with high participate in global value chains. The
growth of this sector has been on the back of the strong government support
which has helped it carve a unique path manufacturing sector of India. The
automobiles produced in the country uniquely cater to the demand of low- and
middle-income groups of population which makes this sector stand out among
the other automobile producing countries.

In 2017, India became the world’s fourth largest automobile

market and the demand for Indian vehicles continues to grow in the domestic
and international markets. To meet
the future needs of customers and
stay ahead of competition,
manufactures are now catching up
on upgradation, digitization, and
automation. The chapter also
analyses India’s national policy in
light of these developments.

EVs first came into existence in the late 19th century, when
elasticity was among the preferred methods for motor vehicle propulsion
methods for cars and trucks for about 100 years, but electric power remained
commonplace in the other vehicle types, such as trains and smaller vehicles of
all types.
12
 In the 21th century, EVs have seen a resurgence due to
technological development and an increased focus on renewable energy. The
international energy agency said in 2021 that governments should do more to
meet climate goals, including policies for heavy electric vehicles. Electric
vehicles sales may increase from 2% of the global share in 2016 to 30% by
2030. As of July 2022, global EV market size was $280 billion and it is
expected to grow to $1 trillion by 2026.

It’s one of the biggest achievements by the human beings. After it

human is started to making the bullock cart, buggy, etc. than after of the so
many years there are so many transportations medium is come. But, the one of
the major noticeable turns is done by the innovation of the steam engine.

Because of it now from this point there was the rising point of the
automobile industry. In the history the first railway is develop by in 1825 in
England. Then after another turning and the bosting point is given by Carl Benz
in 1887 by making of the first car of the world from the gasoline. Then after
there was the very slow growth of the automobile industry is founded by us.

13
1.3 : Automobile Industry in India:

Automobile industry comprises all the automobile vehicles

including passenger vehicles, commercial vehicles, three wheelers, two
wheelers and Quadricycles. India’s Automobile market was valued at USD 100
billion in 2021 and is expected to reach USD 160 billion in 2027, registering aa
compounded annual growth rate of 8.1% over the forecast period.

India is the 4th largest producer of the automobile in the world,

with an average annual production of the more than 4 million motor vehicles.
India is the largest tractor manufacture, second largest bus manufacturer and
third largest heavy trucks manufacturing in the world.

The electronic vehicle market is estimated to reach Rs. 50000 crores in

India by 2025.

Share in Gross domestic product (GDP): 7.1%

Share in India’s exports: 4.7%

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  Initiatives:

 Production linked incentive (PLI):

The union cabinet announced the production linked incentive
scheme in the automobile and auto components sectors.

The PLI schemes for the automobile sector propose financial

incentives of up to 18% to boost domestic manufacturing of advanced
automotive technology products and attract investments in the automobile
manufacturing value chain.

 Foreign direct investment (FDI):

Under the automatic route, 100% foreign direct investment (FDI)
is permitted along with full DE delicensing. Hence making it easy for investors
to set up their manufacturing plant /shop in India.

 Automotive mission plan 2016-26: The automotive mission plan

2016-26 outlines the trajectory of growth of the automotive ecosystem in India,

including the glide path of the definite regulation and policies that govern

15
 technology, testing,
research, design, manufacturing, import/export, sale, use,
repair, and recycling of automotive vehicles, components and services.

 National electronic mobility mission plan 2020:

The NEMMP initiative has been taken up to encourage

consistent, affordable and competent xEVs that meet consumer performance
and price expectation through government industry collaboration.

Category 2016-17 2017-18 2018-19 2019-20 2020-21

Passenger 38,01,670 40,20,267 40,28,471 34,24,564 30,62,221

vehicles
Commercial 8,10,253 8,95,448 11,12,405 7,56,725 6,24,939
vehicles
Three 7,83,721 10,22,181 12,68,833 11,32,982 6,11,171
wheelers
Two 1,99,33,739 2,3154838 24499777 21032927 18349941
wheelers
Quadricycle 1584 1713 5388 6095 3836

Grand 2,53,30,967 2,9094447 30914874 26353293 22652108

total

Source: SIAM

Automotive market in India size was accounted for 3.73 million

vehicles in 2021. Two wheelers, one of the segments reviewed in our report is
dominating the market.

16
 Automotive market in India overview:

With 3.49 million units sold in the passengers and commercial

vehicle categories combined in 2020, India was the fifth-largest auto market. In
2019, it was the seventh-largest commercial vehicle manufacturer. Owing to a
growing middle class and a young population, the two-wheeler category
dominates the market in terms of volume.

Furthermore, the increased interest of businesses in investigating

rural markets boosted the sector’s export growth prospects in the near future. In
addition, various initiatives by the Indian government and major automobile
manufacturing are projected to propel India to the forefront of the global
automobile industry.

The increasing young population and rising income of middle-class

families are considered of middle-class families are considered to result in the
highest market share for India in the automobile sectors.

According automobile manufacturing, in June 2021, the total

production volume of commercial vehicles, passengers’ cars, three-wheelers,
and two-wheelers combined was 16,93,639 units. The demand is further driven
by increasing exports from India to other countries in terms of volume. Indian
automobile exports accounted for 14,19,430 units from April 2021 to June
2021.

According, to PRS India, the government of India is expected to

attract 8-10 billion USD of foreign investments by 2024. Increasing support in
policies by the government is expected to drive the demand for the automotive
market in India as Make in India and Atmanirbhar Bharat are actually reshaping
the economy of India.
17
 Expanding the research and development hub of India for the
automotive industry is driving the automotive industry is deriving the growth of
the market in India. according SIAM, India accounts for 40% of the total 31$
billion of global engineering and R&D spending, 8% of the country’s R&D
expenditure is in the automotive sector.

The gross value generated from the road transportation sector was
the highest in India in the financial year 2021, at roughly 4.32 trillion Indian
rupees. The expansion of the road network, combined with continued economic
growth, resulted in a significant increase in the overall number of automobiles.

The car sector has been concerned about the problem of declining air
quality and increased congestion. To deal with the growing pressure from
NGOs and environmental groups, the govt. released, and electronic car taxes
were signification automobiles. With India on track to overtake China as the
world’s most populous country, the quantity of traffic on Indian’s tiny.
Underdeveloped roadways is set to be a constant battle.

18
1.4 current scenario of automobile industry in India
According to the data of the India Brand Equity Foundation India is,

 world’s largest two-wheeler

 World’s second largest tractor and bus manufacturing.
 World’s third largest heavy duty truck manufacturing.
 World’s fourth largest car manufacturing.

The Indian automobile industry is contributing almost 7.1% of

India’s GDP and 49% manufacturing GDP and is a leading employment
provider. The EV market is expected to grow at 49% between 2022-2030. It
provides employment to oner all 37 million people. It has over all 40% share of
the research and development in the world. Having share of 4.7% of the export
in India. In now present the Indian automobile industry is $222 billion it is
expected that it will touch $300 billion in year 2026.

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1.5 : History of Electronic Vehicle

 The first electric tricycle is world’s first

electric car made in 1881.

 It was not until 1895

that consumers began to devote electronic vehicles after
A.L. Ryker introduced the first electronic tricycles the
U.S.

 In London, Walter Bersey designed them to

the streets of London in 1897 and Columbia
electronic “Victoria” electronic cab on
Pennsylvania, Washington D.C., seen from
Lafayette Square in 1905 driving in front of
the white House.

 This electronic car is designed in German in

1904-6 with the chauffer on top. The concept was
first time in German. This vehicle is with battery.

20
 After enjoying success at the beginning of the 20th century, the
electronic car began to lose its position in the automobile markets.

 Gasoline cars also compared with electronics,

in several areas. Where ICE cars originally had to
be hand craned to start a difficult and sometimes
dangerous activity the invention of the electronic
starter by Charles Kettering in 1912.

 This electric vehicle TAMA, produced by

Tachikawa Aircraft Company in Japan in
1947.

 Henney coachworks and NUEC, makers of

Exide batteries, formed a joint venture to
produce a new electronic car, the Henney
kilowatt, based on the French Renault Dauphine.
The car produces in 36-volt, 72 volt
configuration and speed 96 kmph and an hour on
a single charge.

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 After sometimes established charging station with
NEMA connector for electric AMC Gremlin used
by Seattle city Light in 1973. The energy and
resources conservation aspects of electronic vehicle
utilisation for the city of Seattle.

 The General Motors EV1, one of the

cars introductions due to the California air
resources board mandate, had a range of
260 km with NiMH batteries in 1999.

 California electronic car maker Tesla Motors began

development in 2004 on the Tesla Roadster, which was first delivered to
customers in 2008. Tesla sold 2450 roadster in over 30 countries through
December 2012.

 The Mitsubishi miEV was launched in Japan

for fleet customers in July 2009, and for
individual customers in April 2010 via
leasing

22
  The Nissan left, introduced in Japan and
united states in December 2010, became the
first modern all electric, zero tailpipe emission
five door for the mass market from a major
manufacturer.

 The Tesla Model S with

global deliveries of more than 100000
unites, listed as the world’s second best
selling all electronic car of time. The
model S was also the top selling plug in
car in the U.S.in 2015. The tesla model 3
was unveiled on 31 march 2016 and their
price starts with at US$35,000.

 Norway
achieved the milestone
100000 all EV registered in December 2016.
Retail deliveries of the 383 km Chevrolet bolt
EV began in the San Francisco Bay area jon 13
December 2016.

 For many years Norwegian

electric vehicles have been subsidies by
approximately 50%, such as use of bus
lanes and free parking. Many of these
parks have been extended to 2020.

23
 the Nissan leaf listed as all-time best-selling plug-in electronic passenger
car until December 2019, with 450000 global sales, in 2020 with
500000.

 The Tesla Model 3 is the world’s all-time

best-selling plug-in electronic car, and
became the first electronic car to sell 1
million units in June 2021.

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25
1.6 : About BGauss Electronic Scooter in India

The founder of BGauss is Hemant kabra, a young versatile

entrepreneur, started his professional career in 2010, and has been associated
with RR Global over the last decade, where he is responsible for the overall
finance & copper procurement of the group. Under his able leadership, the
group consistently posted double digit growth year on year.

BGauss is India’s largest electronic scooter company which offer

wide range of electronic scooters with more than 50+ dealers across India. From
the group of RR global, A group you have trusted for more than 35 years, we
present BGauss! The future of urban mobility encompassing style.

The upcoming scooters will be designed from the group up and will be
based on a new architecture and technology. The EV maker is yet to share
details of specification and technology used in the new e-scooters, it has assured
that its new products will use the best of futures, range, design, safety, security,
and power.

BGauss has a range of dynamic, stylish, premium-yet affordable

electronic scooters. All its components such as motor, battery, vehicle control
units, among others have been developed in house by BGauss considering long-
term business interests, safety and consumer requirements. BGauss was founded
in 2020 and is based in Mumbai, India.

BGauss is a new electronic two-wheeler start-up in India and the

company has garnered good attention for the low cost of its entire line up in the
country. A2 and B8 are two electronic scooters available in India by BGauss.
Batteries, the lead acid and lithium-ion batteries are available for both models.
The BGauss A2 price starts at RS 52,499, while the B8 price starts at RS
62,999.

26
  B8 Electric scooter price in India:

Price Rs. 62999, - 88999

 B8 Electric scooter specification:

Estimated Range 70 Km \ Charge

Top Speed 50 KMPH

Load Capacity 130 s

 A2 electronic scooter price in India:

Price Rs. 52,499 - 67999

 A2 electronic scooter price in India:

Estimated Range 75 Km/ charge

Top Speed 25 KMPH
Load Capacity 130 Kg

According to the World Health Organisation, air pollution is

closely followed by noise pollution in the impact it has on health. With a
population of about 130 million, Indian is already facing major breathing issues
in most metropolitan cities. 33 of the 100 most polluted cities in the world are in
the India and automobile are the primary source contributing to this, with
estimated 261 tonnes of CO2.

27
 With BGauss, we’re aiming to contribute to the conservation of
environment and elevate lifestyles. The National Electronic mobility Mission
Plan 2020 was announced with a mission to reduce adverse environmental
impacts and secure energy. Fame India – Faster Adoption and Manufacturing of
Hybrid and Electric vehicles in India is a part of this plan.

“These 100% made in India products will offer more performance,

better range advanced safety features as well as improved technology making it
extremely favourable for long distance commutes driving electric mobility’s
growth in India.” He added.

At present, BGauss is aiming to expand its reach via flagship stores

in all the Tier 1 and Tier 2 markets. BGauss currently has 13 showrooms all
over India, gearing up to expand to 100 showroom by march 2022.

BGauss aims to deliver high quality, sensible and efficient

products enhanced by technology and innovation with a customer-first
approach, transparency, trust and values. Founder and managing director of
BGauss - Mr. Hemant kabra’s vision for BGauss is to drive a more sensible,
smarter change in daily commute and lifestyle, and be a brand that people aspire
to possess in the electronic automobile segment.

28
 Company Profile

Name of the company BGauss

Nature of the business Automobile

Owner of BGauss Mr. Hemant kabra
Establish year 2018

Headquarters Mumbai, Maharashtra, in India.

Address Vijay plot street No. 23,
Near Suryakant hotel,
Gonadal road, opp. Patel,
Suzuki & Madhav TVS,
Showroom,
Rajkot, Gujrat360004.
Phone no 91-8291939393

Website https://www.bgauss.com

Banker Axis bank

HDFC bank
Central bank
State bank of
India Bank of
Baroda canara
bank
Number of employees 41 to 60

Corporate Identification (CIN) U2430MH2020PTC343000

Number
Core Team Priyanka kabra - Brand Directors
Hemant kabra – Fonder & MD
Model of the scooters BGauss D15, BGauss B8, BGauss A2.
Number of showrooms 19 showrooms in 16 cities.
Registration number 343000

29
 1.7 : Government Policies and Incentives for
electronic vehicles in India

The government of India is continuously showing its supports to

develop India as a global leader in the EV sector. Several schemes and
incentives have been launched by the
government to boost the demand for
electric vehicles as well as motivated
manufactured to invest in the R&D of
electronic vehicle and related
infrastructure. The government of
India has launched so far – FAME -
11, PLI SCHEME, and Battery
Swapping Electronic Mobility Zone,
Tax Reduction on EVs.

Following are the government policies and incentives for electronic

vehicles in India.

FAME-11:

The FAME India initiative was launched on April 1, 2015, by the

Indian government to reduce the usages of petrol and diesel automobiles. This
scheme was an essential part of electric mobility in India. The FAME India
Scheme aims to incentivize all types of vehicles.

30
The four focus areas of the fame India scheme are as follows:

1. Demand for technology

2. Pilot projects
3. Technology development
4. Infrastructure for charging

The FAME 11 scheme was introduced in April 2019 with a budget

outlay of RS.10000 crore to support 500000 e-three-wheelers, 7000 e-buses,
55000 e-passengers’ vehicles, and a million e-two-wheelers. The aim was to
drive greater adoption of EVs in India. The scheme was supported to end in
2022. But now, in the budget for FY2022-23, the government of India has
decided to extend the FAME-11 scheme till 31 march 2024.

PLI SCHEME;

In June 2021, the department of heavy industry launched the

production linked incentives for advanced chemistry cell battery storage. Its
goal is to entice domestic and international investors to invest in India’s Giga
scale ACC manufacturing facilities. The PLI-ACC Scheme is one of thirteen
initiatives sanctioned by the union government to support the prime minister’s
goal of “Atmanirbhur Bharat.”

The scheme’s overall pay-out is INR 18100crore. This will be paid

across five years after the production facility is operational. The policy
stipulated that the manufacturing facticity must be operational within two years
to be eligible for subsidies, and the Bid Documents go on to say that a 60%
domestic value addition must be achieved within five years after that.
Modifying present standards or proposing a substitution to make the plan a
vehicle choice for this business will improve the EV community.

31
 Battery Swapping Policy:

The finance minister stated that the government intends to

introduce a Battery swapping policy. This scheme will standardize the standard
will standardize the standards of batteries to be used in EVs across India. The
legislation will help in promoting EVs in time-sensitive services sectors like
deliveries and inter-city transportation as swapping a drained battery for a fully
charge one is a more practical option than on-the-spot recharging, which can
take hours.

The battery swapping policy will also benefit the

manufacturers. Once the standard come into play, spare parts of machinery will
also be more easily available. Furthermore, by leveraging economies of scale,
this approach will assist battery producers in lowering costs.

Duty Reduction on Electric Vehicles:

The budget includes a proposal to lower customs duties on

Nickel ore and concentrates from 5% to 0%, Nickel manganese cobalt is a vital
part of lithium-ion batteries, which are utilised in electronic vehicles. Indian has
limited reserves of these ores and battery manufacturing is highly dependent on
them. Hence, nickel alloys are mostly imported.

The customs tax decrease will help local EV battery

producers’ lower production costs. There is also a proposal for a reduction in
customs duty on motor parts from 10 % to 7.5% will help to lower the overall
cost of EVs.

32
 Special E-mobility Zone:

The government plans to established dedicated mobilities

zones for electronic vehicles. Only electronic vehicles or comparable vehicles.
Only electronic vehicles or comparable vehicles will be permitted to operate in
the zones identified by the administration. Such policies are prevalent in many
European countries and China.

The hidden benefits of special electronic mobility zones will

be that they will help curb overcrowding due to private vehicles. People moving
through these zones need to travel in their EV vehicle, thus increasing the
market share of EVs.

33
Other Information About Bgauss EV Vehicles

34
1.8 : Mission and Vision of The Company

 Meaning of mission, vision, values:

 Mission should define the

organisation lines of nosiness, identify its
products and services, and specify the
markets it serves it serves at present and the
near future.

 Vision statement
the long describes run
company, usually for a time frame of
five to ten years or even longer.

 Value is the capacity of good,

service, or an activity or activities of an
organisation to satisfy a need or provide
a benefit to a person or legal entity.

35
Mission, vision, or value of BGauss

36
1.9 : Organisational Structure

Normally, the organisational structure can be defined and discussed

as the organisation. In any organisation there are the top-level management,
middle-level management, and in the last bottom-level management.

The purpose of an organisation structure is to help the organisation

to achieve its aims and objectives and employees to complete their work
effectively and efficiently. There are five organisation design principles:
specialisation, coordination, knowledge and competences, control and
commitment, and innovation and adaption.

In our chart the top authority is governed by the board of the MD

or CEO. This board of directors’ comity is represented by the chairman of the
company. Then after the second authority is other directors then third authority
of general manager in the company then chief manager and last authority of
managers are given..

37
 1.9: SWOT Analysis

SWOT analysis is a strategic planning and strategic management

technique used to help a person or organisation identify Strengths, Weaknesses,
Opportunities, Threats related to business competition or project planning. It is
sometimes called situational analysis.

 What is SWOT Analysis:

SWOT (strength, weaknesses, opportunities, threats) analysis is a

method for identifying and analysing
internal strengths and weaknesses and
external opportunities and threats that
shape current and future operations and
help develop strategic goals. SWOT
analysis are not limited to companies.
Individual can also use SWOT analysis
to engage in constructive introspection
and form personal improvement goals.

Strength:
Strengths are factors which the company holds expertise in and
contribute to the continued success of the organisation. These are the basis
for the continued success of the organisation and will assist in gaining the
organisation’s mission.

38
Weakness:

Weaknesses are factors that prevent an organisation from

meeting its mission and achieving full potential. These weaknesses hamper the
organisational success and growth.

Opportunity:
The environment within which our organisation operates
offers opportunities. An organisation can identify such opportunities and
enjoy benefit arising from them by planning and executing required
strategies.

Threats:
Threats are factors existing in the external environment that
jeopardize the profitability and reliability of the organisation. Such threats are
uncontrollable and prove to be a risk to the stability and survival of the
organisations.

39
 1.11: SWOT OF BGauss

Strengths:

 The wide product portfolio and its geographic presence in different cities
can help BGauss reach its target audience.
 Higher margin enables the measurement in research and development.
 High product quality increase brand loyalty.
 Strong brand presence in the automobile market as well as online.
 Eco – friendly
 Silent
 Low cost of ownership
 Cheaper to run
 Energy savings- achievable
From regenerative braking
system
 Simpler mechanism.

Weakness:
 Needs time to recharge
 Lack of recharging infrastructure
 Batteries change is expensive
 Poor waste management practice
raises environment concerns from
ethical users.
 Customer dissatisfied due to poor
customer service and inability to
understand their needs.
 Less efficiency in inventory management and cash cycle.
40
Opportunity:

 Government subsidy for ownership

 No congestion charges
 Lower taxes
 Increasing fossil fuel costs
 The emergence of better technology
provides opportunities for growth.
 Globalisation enables BGauss to tap
into the international market.
 Social media growth enables
customers aquation and lowers costs.

Threats:

 Competition in form of electronic

hybrids, alternative fuel, hydrogen-
powered cars.
 Rise in cost of electricity.
 New entrants could derail their
growth.
 Protectionism affects entrance into
the global markets.

41
 MARKETING
DEPARTMENT

NO. Particular Pg.no

2.1 What is market? 43

2.2 Definition of Market 44
2.3 Basic chart of the market working condition 45
2.4 What is marketing? 46
2.5 Definition of marketing 47
2.6 Classification of the marketing 48
2.7 Role of the marketing department in the business 57
2.8 Organisation chart of the marketing department 58
2.9 Marketing strategies 59
2.10 Marketing strategies of BGauss company 61
2.11 Marketing mix 65
2.12 Marketing mix of the BGauss company 67

42
 2.1 : what is market?

A market is a place where parties can gather to facilities the

exchange of goods and services. The parties involved are usually buyers and
sellers. The market may be physical like a
retail outlet, where people meet face-to-face,
or virtual like an online market, where there
is no direct physical contact between buyers
and sellers. There are some key
characteristics that help define a market,
including the availability of an arena, buyers
and sellers, and a commodity. That can be
purchased and sold.

The value, cost and price of

items traded are as per forces of supply and demand in a market. The market
may be a physical in a market. The market may be a physical entity, or may be
virtual. It may be local or global, perfect and imperfect.

A market is defined as the sum total of all the buyers and sellers in
the area or region under consideration. The area may be the earth, or countries,
regions, states, The value, cost and price of items traded are as per forces of
supply and demand in a market. The market may be a physical entity, or may be
virtual. It may be local or global, perfect and imperfect.

A market is a composition of systems, institutions, procedures,

social relations or infrastructures whereby parties engage in exchange. While
parties may exchange goods and services by barter, most markets rely on sellers
offering their goods or services to buyers in exchange for money.

43
 2.2 : Definition of market

According to Philip Kotler,

“Market is a group of presents and potential consumers, organizations

intend to serve”.

According to several authors and the public review the market can be
define as like as follow:

“Market is a collection
of buyers and buyers and sellers
who transact over a particular
product or product class”.

“Market is the situation

which creates for the exchanges of something like goods and services on the
behalf of the such payment or remuneration.”

“Market is defined as the sum total of all the buyers and sellers in
the area or region under consideration. The area may be the earth, or countries,
regions, states, or cities.”

44
2.3 : Basic chart of the market working condition

45
2.4 : What is marketing?

Marketing is the management process involved in identifying

anticipating, and satisfying customer wants profitability. Marketing is not just
selling, it is about knowing and understanding your customer. Marketing
definition includes activities undertaken by a business establishment or an
individual to promote their services and products.

Marketing includes promotion, advertisement and selling products

and services to the consumers.
Marketing is the key component of any
venture and includes aspects like
writing products description, designing
website pages, improving customer
services, establishing business &
market segments and conducting
market research.

The marketing concept

has been widely used by companies all
over the world in the present age, but the situation was not the same earlier. As
per this concept, it is said that for an organisation to satisfy the objectives of the
organisation, the needs and wants of the customers should be satisfied. This
theory was first mentioned in Adam smith’s book “The Wealth of Nations” in
1776 but came into widespread use only 200 years later.

Therefore, marketing can be said as a process of acquiring

customers and maintaining relations with them and at the same time matching
needs and wants with the services or product offered by the organisation, which
ensures that the organisation will become profitable.

46
2.5 : Definition of Marketing

“Marketing is the organisation of the sale of a product, for

example, deciding on its price, the areas it should be supplied to and how it
should be advertised.”

- Collins Dictionary

“Marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large.”

- American Marketing Association

“Marketing is the process of

planning and executing the conception, pricing,
promotion and distribution of ideas, goods and
services to create exchanges that satisfy
individual and organisational goals.”

“It is an art and science of

choosing target markets and getting. Keeping
and growing customers through creating,
delivering and communicating superior customer
values.”

47
2.6 : Classification of Marketing

On this day, the world population is 8 billion of which India’s

share is second largest namely, 1.234 billion spread over 6,78,999 villages,
5165 towns, 5570 tahsils, 595 districts, 7 union territories and 28 big and small
states each having unique features of dynamism. For marketing people,
represent market. These 1.234 billion people depends on marketing systems and
engaged in marketing directly or indirectly.

These
consumers of the economy
represent the consumption
wheel; on the others,
production wheel consisting of
producers and services rely on
push their goods and services
to those who are needing and
willing to pay for.

This is the belt of marketing that connects these wheels of

production for mutual benefits. This is, industrial and manufacturing activities
have no meaning unless their output is exchanged for money or money’s worth
mutually acceptable to both the buyers and sellers.

There are two major segments of marketing are business-to-business

(B2B) marketing and business-to-consumer (B2C) marketing.

48
B2B
Marketing:

As the name suggests,

business-to-business marketing refers to
the marketing refers to the marketing of
products or services to other businesses
and organisations. It holds several key
distinctions from B2C marketing, which
is oriented towards consumers.

In a broad sense, B2B

marketing content tends to be more
informational and straightforward than B2C. this is because business purchased
decisions, in comparison to those of consumers, are based more on bottom-line
revenue impact. Return on investment is rarely a consideration for the
everybody person-at least in a monetary sense- but it’s primary focus for
corporate decision makers.

In the modern environment, B2B marketers often sell to buying

committees with various key stakeholders. This makes for a complex and
sometimes challenging landscape, but as data sources became more robust and
accurate, B2B markets’ ability to map out committees and reach buyers with
relevant, personalised information has greatly improved.

Any company that sells to others companies. B2B can take many
forms: software-as-a-services subscriptions, securities, office supplies, you
name it. Many organisations fall under both the B2B and B2C umbrellas. B2B
marketing campaigns are aimed at any individual with control or influences on
purchasing decisions. This can encompass a wide variety of titles and functions,
from entry-level end-users all the way up to the C-suite.

49
B2C
Marketing:

Business-to-consumer marketing, or B2C marketing, refers to the

tactics and strategies in which a company promotes its products and services to
individual people- crating, advertising, and selling products for customers to use
in their everyday lives.

Business-to-business
marketing differs from business-to-
business in one main way: it’s focused
on selling directly to consumers rather
than other businesses. Companies that
other consumers are known as
consumer goods companies.

B2C marketing relies on

building relationships with customers
and figuring out what they want and
what will motivate them to buy. Because B2C marketing is so closely tied to
customer relationships, it relies heavily on brand awareness and emotional
connection in order to derive sales.

B2C marketing is cantered on making it as easy as possible for

consumers to buy and use a product or services. Marketers in this category often
focus on branding, customer support, and social engagement.

Though B2C companies often have smaller marketing budgets and

fewer resources than their B2C counterparts, they benefit from being able to
target a large number of consumers at once through digital channels like search,
social media, and email. While building up a business requires time and effort,
B2C marketing requires a lot more than that.
50
 Inbound marketing:

Inbound marketing is the

process of building a relationship
with a customer base, which
marketers do through email
campaigns, compelling content,
shareable social media, or grate web
design. Inbound is generally a non-
intrusive is generally a non-intrusive
type of marketing where you are
meeting the customers where they are
looking for a solution.

 Influencer marketing:

Brands leverage the power of an individual with a large

public profile or following to promote their brand and influence potential
buyers. While influencer marketing is commonly associated with social media
and the world of “influencers” or people with a large following on a social
platform, the concept of using celebrities to promotes a product is much older.

 Search Engine Marketing:

Marketers can make a product more searchable, and therefore

more visible to potential customers, by using specific keywords and phrases in
the product description or on the webpage. These kinds of practices, known as
search engines optimisation, enable search engines to recognition a product and
increases the chances that it will appear higher or more prominently in the
results of your target customer’s searches.

51
  Social media marketing:

Marketers use social networks like Facebook, Instagram, Tik

Tok, twitter, and LinkedIn to raise consumer’s consciousness about a product.
Social media marketing can help you build interactive relationships with your
audience where they already spend their time.

Outbound marketing:
Outbound marketing is when a marketer reaches out to
customers. Outbound marketing is more
of a direct hard sell. In outbound you
are demanding the attention of the
potential customer, hoping that they
need your product or service.

Outbound marketing
involves proactively reaching out to get
them interested in a product. By
contrast, inbound marketing centres on creating and distributing content that
draws people into your website.

 Traditional advertising.
 In -person meeting.
 Event -advertising and sponsorship.

52
 Traditional marketing:
Markets can be classified
on different based of which most common
bases are: area, time, transactions,
regulation, and volume of business, nature
of goods, and nature of competition,
demand and supply conditions. This
classification is off-shoot of traditional
approach.

Traditionally, a market was a physical where buyers and sellers

gathered to buy and sell the goods. Economics describe a market as a collection
buyers and sellers who transact over a particular products or product class.

A. On the Basis of Area:

Using area, there can be local, regional, national and international

markets confine to locality mostly dealing in perishable and semi-perishable
goods like fish, flowers, vegetables, eggs, milk, and others.

B. On the basic of Time:

The time duration is the factor. Accordingly, there can be short

period and long period markets. Short-period markets are for highly perishable
goods of all kinds and long -period markets are for durable goods of different
varieties may be produced or manufactured.

C. On the basis of transactions:

Taking the nature of transactions, these can be ‘spot’ market, once

the transaction takes place, the delivery takes place, while in case of future
markets, transactions are finalised pending delivery and payment for future
dates.
53
 D. On the basis of Regulation:

Taking regulation, markets can be regulated and non- regulated. A

‘regulated market’ is one in which business dealings take place as per set rules
and regulations regarding, quality, price, sources changes and so on.

E. On the Basis of volume of Business:

Taking volume of business as a basis, there can be two types of

markets namely, “wholesale” and “retail” wholesale markets are featured by
large volume business and wholesalers.

F. On the basis of nature of goods:

Taking the nature of goods, there can be commodity markets, capital

markets. ‘commodity’ markets deal in favour of material, produce,
manufactured goods may be consumer and industrial and bullion market dealing
precious metals.

G. On the basis of nature of competition:

Based on competition or competitive forces, there can be variety of

markets for a produced or services. However, only two are the most important
namely, perfect and imperfect.

H. On the basis of demand and supply:

Based on demand and supply conditions or hold of buyers and

sellers, there can be sellers’ and buyers’ there can be seller’s and buyer’s
markets. A seller’s market is one where sellers are in driver’s seat and the
buyers are at the receiving end.

54
 Modern marketing:

The modern classification is based on the consumer orientation

because in modern economic
system consumer is the king-pin
and a decisive driving force.
Accordingly, the marketing experts
have identified markets based on
such broad-based on such broad-
based classification namely,
consumer, business, global and
non-profit and government
markets.

A. Consumer markets:

These markets specialisation in selling mass consumer durable and

nondurable products and nondurable products and services devote good deal of
time in an attempt to establish a superior brand image. These items may be
shoes, apparels, clothing, household items like television, sound system, one
hand and tea, coffee, tea powder, coffee powder, biscuits, bread spreads, dental
cream, personal care beauty-aids, rice, wheat, oat, gourmet mixes and so on the
other.

55
 B. Business markets:

This is a market of business buyers and sellers. Business buyers buy

goods with a view to make or resell a product to others at a profit. Therefore,
business marketers are to effectively demonstrate as to how their products will
helps the buyers in getting higher revenue or lower costs. These markets deal in
raw-materials, fabricated-parts, appliances, equipment’s, supplies and services
that become the parts of end products of the business consumers.

C. Global markets:

Global markets consist of buyers and sellers all over the world. The
companies selling goods and services in the global markets place play global
gain involving decision and challenges.

56
2.7:
Role of a marketing department in a business:

It serves as the face of your company, coordinating and producing

all materials representing the business. It is the marketing department’s job to
reach out to reach out to prospects, customers, investors and the community,
while creating an overching image that represents your company in a positive
light. The marketing department plays a vital role in promoting the business and
mission of an origination. It serves as the face of your company, coordinating
and producing all materials representing the business. It is the marketing
department’s job to reach out to prospects, customers, investors and the
community, while creating an overarching image that represents your company
in a positive light.

Conducting campaign management for marketing initiatives:

Marketing proactively identifies the products and services to focus

on over the course of your sales cycle, the word out.

Producing and promotional materials.

Your marketing department should create the materials that

describe promote your core products and services. They should be kept up-to-
date as those products and services evolve.

Creating content providing search engine optimisation for your

website.

Your website is often the first-place people go for information

about you. Your marketing department will be responsible for keeping web
content current, while also working to ensure your site comes up quickly when
someone searches for your types of business.

57
2.8 : Organisation chart of the marketing department:

The organisation chart of the marketing department in a company can

vary depending on the size and structure of the company, as well as the specific
needs and goals of the marketing department. The organisational structure of the
marketing department of a company can vary according to the individual
company. Small companies may consist of one or two marketing employees,
and larger organisation may have dozens of marketing employees on staff.

Overall, putting an organisational structure in place helps marketing

employees of the company to understand what the role of each person is in the
marketing department.

First authority is the marketing president and after the secretory of

president and all managers and directors, like product managers, marketing
strategies managers, advertising director, public relations manager, market
research director, promotion director, creative services. And after all staff of
company.

58
2.9 : Marketing Strategies:

Marketing strategy allows organisations to focus limited resources

on best opportunities to increase sales
and achieve a competitive advantage in
the market. Strategies marketing
emerged in the 1970s/80s as a distinct
field of study, further building on
strategic management. Marketing
strategy highlights the role of marketing
as a link between the organisation and
its customers, leveraging the
combination of resources and
capabilities within an organisation to
achieve a competitive advantage.

Marketing strategies involve mapping out the company’s direction

for the forthcoming planning period, whether that be three, five or ten years. It
involves undertaking a 360` review of the firm and its operating environment
with a view to identifying new business opportunities that the firm could
potentially leverage for competitive advantage. Strategies planning can also
reveal market threats that the firm may need to consider for long-term
sustainability.

Strategies planning makes no assumption about the firm continuing

to offer the same products to the same customers in the future. Instead, it is
concerned with identifying the business opportunities that are likely to be
successful and evaluating the firm’s capacity to leverages such opportunities.

59
 Strategies planning seeks to address three deceptively simple quotations,
specially:

 Where are we now?

 What business should we be in?
 How should we get there?

A fourth questions may be added to the list, namely ‘how do we

know when we got there? Due to the increasing need for accountability, many
marketing organisation use a verity of metrics to track strategic performance,
allowing for corrective action to be taken as required. On the surface, strategic
planning seeks to address three simple questions, however, the research and
analysis involves in strategies planning is very sophisticated and requires a great
deal of skill and judgement.

In essence, a marketing strategy determines the general direction -but

not the specific details -for a variety of marketing -related activities. Ideally,
your marketing strategy should help you define the following for your
company:

 Target audience
 Value proposition
 Product mix
 Brand messaging
 Promotional initiatives
 Contact marketing

60
 2.10 : Marketing strategies of BGauss company:

Product differentiation:

BGauss mobility solution is not limited to a single product, but

it offers different mobility solutions catering to varied customer needs. Suppose
a customer wants to travel within the same city in multiple locations; what
would the customers to book a ride for multiple locations within a city. In
addition to this BGauss offer, BGauss Outstation rides wherein the customer
can book a cab to travel to another city.

This way, BGauss different mobility solution like city rides,

rentals, and outstation rides to customers. The more product differential a brand
offers, the more kinds of customers it serves, and that’s the reason customers
prefer BGauss for any ride they want.

The mission of BGauss is, “Building mobility for a billion

Indians.”

It is not just a statement, but BGauss takes their job seriously and
works towards accomplishing this mission. We have discussed that BGauss
offers various mobility solutions to riders, but BGauss is planning to BGauss is
planning to add more to its range.

BGauss electronic is the new product-based offering by BGauss,

where they are launching electronic scooters for customers. BGauss is offering a
pre-booking for these scooters at Rs. 499. BGauss is on a mission to transform
the future of mobilities with its electronic scooters.

61
 Dynamic pricing:

BGauss practices surge pricing or dynamic pricing strategy to set

the price of their rides. BGauss increases their price when the demand for its
services is high in the market and reduces prices during low demand. But how
does it work as a marketing strategy?

Dynamic pricing not only brings more profits but also stabilities the
demand when demand increases, the price will surge. When the prices surge,
commuters who don’t have any urgency to travel can postpone their travel by an
hour or so. Hence the demand will get stabilised or distributed leading to
efficient utilisation of resources.

There is another advantage of dynamic pricing, BGauss will be able

to identify when and on which routes customers are willing to pay extra and
BGauss can deploy more resources there at that particular timeframe. But in
2020, the government has capped the surge at 1.5 times of base fare.

Gaining Customer’s trust:

Trust is a major factor that can make or break any brand. Any
customer, before booking a cab is first struck by the thought of their safety.
BGauss has a convincing answer to all such questions. BGauss driver’s
background information like their name, photo, ratings, and reviews by riders,
vaccination status, and the number of rides appear when a rider’s scooters.

BGauss dose everything to make their passengers feel safe. That’s

how BGauss marketing strategies gains trust, which can be a major factor in
generating word of mouth by customers.

62
 Drip marketing:

It is pivotal to draft emails and SMSs that generate maximum

responses from customers. BGauss follows a drip marketing strategy and sends
automated sets of emails based on customer’s actions and timelines.

If a customer downloads the app sign-ups and does not book a ride,
then BGauss will send a highly personalised automated email that will initiate
action from the customer. Drip marketing is a pro-level of SMS and Email
marketing that leads the customer to take buying action. BGauss, with drip
marketing, makes sure that a customer takes action every time they send an
automated email.

Utilizing YouTube for marketing:

BGauss utilised the YouTube platform to create content and

collaborate with content that can increase its brand exposure. By collaborating
with the viral fever’s famous series, the permanent roommates to make their
brand visible to the huge audience base of the series.

BGauss launched their series called Heroes of BGauss to showcase

the outstanding acts of heroism of their driver-partners. The second season of
Heroes of BGauss was launched in association with Romeo Akbar Walter.

Emotional appeal in marketing:

Connecting with customers on an emotional on an emotional level

is stronger than any other marketing tactic. BGauss uses an emotional appeal to
draw the attention of the audience and makes their brand shine. BGauss
launched a fundraiser campaign, ‘Drive the Driver Fund’, to offer relief to the
driver’s community affected by covid-19 situations.

63
 Hashtags campaign:

Hashtags are the most underrated gems of social media. But

BGauss has a keen eye and uses this gem to reach millions. BGauss’s marketing
strategy includes hashtag campaigns where BGauss uses different hostages and
releases an ad series or launches something new for customers.

BGauss is a hashtag campaign run by BGauss in 2020. BGauss

released various ad films under the same hashtag showcasing that BGauss is
here for help in every situation. Heading to a party, movie, big malls, BGauss
has got your back by offering a ride for every trip.

Key takeaways:

Here are two major key takeaways from BGauss marketing

strategies:

1) Sell the solution

2) Keep it simple

BGauss, through its marketing strategies, highlights problems and

offers the solutions to customers. Customers relate to the problem and find the
compelling solution that BGauss offers.

BGauss does not try hard to sell itself but rather keeps it simple,
and with minimal marketing, it connects with the customers. Create your
marketing strategies and sell the solution by keeping it simple yet impactful.

64
2.11 : Marketing mix

The marketing mix refers to set off the set of actions, or tactics, that
a company uses to promote its brand or product in market. The 4ps make up a
typical marketing mix-price, product, promotion and place. However,
nowadays, the marketing mix increasingly includes several other Ps like
packaging positioning, people and even polities as vital mix elements.

A Marketing mix includes

multiple areas of focus as part of a
compressive marketing plan. The term
often refers to a common classification that
began as the 4 Ps, product, price placement
promotion. Marketing mix is the
combination of elements that go to make
the marketing strategy for a company. This
helps achieve the marketing objectives of the company/brand.

. Doing so helps reach a wider audience, and by keeping the 4Ps in

mind, marketing professionals are betters able to maintain focus on the things
that really matter. Focusing on a marketing mix helps organisations make
strategic decisions when launching new products or revising existing products.

The 4Ps classification for developing an effectives marketing

strategy was first introduced in 1960 by marketing professor and author E.
Jerome McCarthy. Depending on the target of the marketing plan, marketing
managers, may take various approaches to each of the 4Ps.

65
 Product:

This represents an items or service designed to satisfy customer

needs and wants. To effectively markets a product or service, it’s important to
identify what differentiates it from compacting products or services. It’s also
important to determine if other products or services can be marketed in
conjunction with it.

Price:

The sale price of the product reflects what consumers are willing
to pay for it. Marketing professional needs to consider costs related to research
and development, manufacturing, marketing, and distribution otherwise known
as cost-based pricing. Pricing based primarily on consumer’s perceived quality
or value is known as value-based pricing.

Placement:

The type of product sold is important to consider when

determining areas of distribution. Basic consumer products, such as paper
goods, often are readily available in many stores. Premium consumer products,
however, typically are available only in select stores. Another consideration is
whether to place a product in a physical store, online, or both. It also entails
where the products is stored and manufactured. Digital transformation has
evolved how products are sold online, small local shops or global producers.

Promotional:

Joint marketing campaigns also are called a promotional mix.

Activities might include advertising sales promotions, personal selling and
public relations. A key consideration should be for the budget assigned to the
marketing mix.

66
2.12 : Marketing Mix of The Bgauss:

Marketing mix:

The marketing mix is an important set of marketing tools and

characteristics that a firm uses to
increase penetration in the target
market groups. Using the
marketing mix strategically
includes focusing on seven
important aspects of marketing
and branding for an organisation,
namely, product, price,
promotion, people, process and
physical evidence.

Importance of marketing mix:

The marketing mix helps a company choose and decide on a

suitable marketing strategy. The marketing mix also helps a company in
resource and budget allocation to different aspects of the marketing strategy and
products development. The marketing mix also allows a company to choose the
right and effective marketing tactics for its promotional needs.

At the time the concept was introduced, it helped companies

breach the physical barriers that could hamper widespread product adoption.
Today, the Internet has helped businesses to overcome some of these barriers.
People, process, and physical evidence are extensions of the original Four Ps
and are relevant to current trends in marketing
67
 Product:

Product is one of the most important components of the BGauss

the electronic vehicles marketing mix. BGauss manufactures three scooters
which are electronic powered, like BGauss D15 model, BGauss A2, BGauss
B8. Discussed in below.

Models Variants Launching year

BGauss - D15 BGauss D15 2018

BGauss D15 I 2019
BGauss D15 2020
pro
BGauss - A2 BGauss A2 lead acid 2020
BGauss A2 lithium Ion 2021

BGauss - B8 BGauss B8 lead acid 2020

BGauss B8 lithium Ion 2021
BGauss B8 Technology 2022

D15 model is a popular scooter in India. D15 is Pune-based

start-up BGauss has launched its new
BGauss D15 key
flagship product, a high-speed electronic specifications
scooter called the D15. It packs a host of Fuel type Electronic
feathers and comes in two variants: D15i Range 115km/charge
and D15 pro, and takes on India’s big- Top speed 60 kmph
league e-scooter market. This scooter is
Battery capacity 3.2 kwh
manufactured in 2019. The BGauss D15 is
Battery type Primary-
powered by a hub-mounted permanent that lithium Ion
churns out a peak power of 3.1 kw and Charging time 5 hours

3.2kwh li-Ion battery pack that offers a

claimed range of 115km. The BGauss gets an ARAI- certified range of 115km.

68
 BGauss i and BGauss pro is the mid variant in the D15 line-up and
this i variant comes with an engine putting out and of max power and max
torque respectively. BGauss i is available in 5 colours: blue, white, grey, green,
red.

BGauss electronic a subsidiary of Mumbai. The A2 electronic

scooter has a 250-watt hub mounted
BGauss A2 key
BLDC motor that helps it reach a top speed specifications
25kmph. It gets two battery options: a 60V Fuel type Electronic

lead acid battery or a 1.29 kw lithium-ion Range 75 km/charge

battery pack. Both batteries offer a claimed Top speed 25 kmph
range of 110km and lead-acid battery takes
Battery capacity 1.29 kwh
around 7 and 8 hours to fully charge, the
Battery type lithium Ion
lithium-ion battery pack charged in 2 hours
Kerb weight 72 kg
15 minutes. BGauss A2 can go up to
75km/charge after a full charge.

Available in select cities across India. A2 caters to the entry-

level space while B8 targets the more premium electronic scooter segment. Both
are available with a host of battery options.

BGauss B8 key
The BGauss B8 is likely for specifications
top-end LI technology variants, Fuel type Electronic
considering it gets smart features like Range 70 km/charge
internet connectivity and navigation assist. Top speed 50 kmph
The base lead-acid version and the mid-
Battery capacity 1.73 kwh
spec lithium -ion model. BGauss plans to
Battery type lithium Ion
launch the three variants in early- August
Kerb weight 72 kg
2020.

69
 It is connected to either a 60V fixed lead- acid battery or removable
57.6V lithium-ion battery pack. On the other hand, the lithium-ion battery
variant takes just about 2 hours, the lead acid battery variant offers slightly
better range, should be having a removable battery in the mid-spec and top-end
variant makes charging all the more convenient as there packing space.

Price:

BGauss is electronic vehicle marketing mix focuses on a hybrid

strategy for pricing to obtain maximum value for its products. The marketing
mix BGauss uses a combined of a number of techniques for pricing its products,
which are detailed below:

Model Year Price

BGauss D15 2019 71,999
2020 74,999
2021 89,999
2022 1,14000
BGauss D15 i 2019 75,999
2020 79,999
2021 89,999
2022 1,20,000
BGaussD15pro 2019 80,000
2020 85,999
2021 99,999
The2022
ex-showroom 1,19,000
price of BGauss A2 in Delhi starts from Rs.
74,820. The A2 comes single variant that is A2 lithium ion. We also have A2
on-road price + RTO charges + insurances and other costs for all its variants.
A2 EMI evaluates to Rs.2,051 per month @ 9.45% for BGauss A2 base variant
price
70
Model Year Price
BGauss A2 2018 52,000
2019 52,499
2020 55,999
2021 62,999
2022 72,500
BGaussA2 2018 74,000 .
lithium ion 2019 74,820
2020 79,500
2021 86,450
2022 98,600

Model Year Price

BGauss B8 2018 80,000
2019 89,991
2020 92,500
2021 97,568
2022 1,02,000
BGaussB8 2018 95,000
lithium ion 2019 1,02,275
2020 1,16,000
2021 1,22,999
2022 1,29,687

BGauss showrooms in Delhi. The BGauss B8 top variants price goes up to

Rs. 89,991 in Delhi. We also have B8 on-road price breakup including ex-
showroom price + RTO charges + insurance and other costs for all of its
variants. B8 EMI evaluates to Rs. 2440 per month @ 9.45% for BGauss B8
base variants price.

71
 Placement:

BGauss places high importance on the placement of its products

because it directly relates to accessibility
for consumers.

Locate a nearby BGauss

dealership in your preferred city across
India. just choose your city and review all
the necessary details of the BGauss dealer
in the city. BGauss dealers in Ahmedabad,
Bangalore, Chennai, Delhi, Hyderabad
including 72 cities in India. Also, get your
BGauss scooter insurance renewed and
save up to 75% using insurance premium calculator.

 BGauss has 2 authorised dealers/show room in Ahmedabad. For more

information on BGauss bikes/scooters price, offers, EMI options, and test
drive connect.
- BGauss Naroda, BGauss sarkhej

 BGauss has 4 authorised dealers/showroom in Pune. For more

information on BGauss bikes/scooters price, offers, EMI options, and test
drive connect.
- BGauss Baner, BGauss Hadapsar, BGauss pimple Saudagar, BGauss
Tilak Road.

72
  BGauss has 1 authorised dealers/showroom in Delhi. For more
information on BGauss bikes/scooters price, offers, EMI options, and test
drive connect.
-BGauss Najafgarh

There are many stores in India around 19 showrooms or dealers in

India. like Bangalore, Chennai, Delhi, Hyderabad, Jaipur, Lucknow, Mumbai,
Pune and others.

Promotion:

The marketing strategy for BGauss also places high importance

on the promotional tactics and strategies used. The promotional strategies allow
the BGauss interacts with consumers and influence them directly. BGauss uses
a 360-degree approach in its promotional activities and makes use of the
following means of promotion:

BGauss has assigned its complete digital advertising mandate to

admatazz. BGauss is the electronic scooter brand launched recently by RR
Global. The agency will be responsible for creative, search and performance
marketing campaigns including paid media and influencer marketing strategies.

Priyanka Kabra, brand director, said, “BGauss aims to bring a great

balance of electronic scooter market with our range. We are lunching across
western and southern Indian markets in phase one. We extremely excited to
have admatazz on board and look forward to implemented us with.”

73
 “Overall, the campaign received an effective response and gathered
many eyeballs during Diwali with 3 lakhs + impressions, 41k engagements &
254k reach in just 3 days.”

Every Diwali is preceded with tons of shopping, cleaning and

running around to buy the best of things. To ensure celebrations are smooth and
effortless just like BGauss electric rides, each person was asked to comment on
BGauss’s social media platforms who they would take with them on #Diwali li
Sawari for preparations and why the campaign aimed to appeal up to 25 micro
influencers from the digital space who resonate with the brand.

BGauss opens its showroom in Vijayawada, Andhra Pradesh in

association with Hithika Motors. BGauss, has opened its new authorised
dealership. The showroom will be an exclusive all-rounded experience centre
that will debut the current BGauss models the B8 and A2 for customers to
experience.

BGauss models showroom opening the brand also delivered 60

BGauss scooters on its very first day creating a huge milestone in itself, to the
enthusiastic customers who had pre-booked for their scooters.

74
75
 INDEX

No PARTICULARS Page no.

3.1 What is research? 77
3.2 Definition of research 78
3.3 What is research methodology? 79
3.4 Definition of research methodology 81
3.5 What is market research? 82
3.6 What is marketing research? 83
3.7 Benefits of marketing research 84
3.8 Types of marketing research 85
3.9 The marketing research process 87
3.10 Research approaches 95
3.11 Research design 96
3.12 Research features 97
3.13 Research instruments 103
3.14 Sampling methods 107
3.15 Contact methods 113
3.16 Collecting information 115
3.17 Analysis the information 123

76
 3.1 : What is research?

Research is “creative and

systematic work undertaken to increase
the stock of knowledge.” It involves the
collection and evidence to increase
understanding of a topic, characterised
by a particular attentiveness to
controlling sources of bias and error.

Research is term reaches

derives from the old French world ‘recerche’ which means to go back and
search closely. Here, ‘re’ is go back, ‘cherche’ means rare or to seek, and
‘recerche’ is to search. It was first used in the 17 th century to describe a series of
inquiries for knowledge.

Research is a careful and detailed study into a specific problem,

concern, or issue using the scientific methods This exploration occurs
systematically, where it is either tested or investigated to add to a body of
knowledge. Research is intended to support a purpose and occurs across many
disciples such as psychological, scientific, educational, medical, animalistic,
humanistic, technological, etc.

 Research is conducted with a purpose to:

 Identify potential and new customers

 Understand existing customers
 Set pragmatic goals
 Develop productive market strategies
 Address business challenges

77
 3.2 : Definition of Researches

“According to Grinnell in 1993 it is composed of two-syllable

word Re & Search that describe careful, systematic, patient study, investigation
for facts or principles. It is structured enquiry that utilised acceptable scientific
methodology to solve problems & create knowledge that is generally
applicable.”

“According to Lundberg in 1942 it draws parallel between social

process and scientific process in our daily life. According to writer it includes
systematic observations, classification and interpretation of data.”

“Research is defined as the creation of new knowledge and the use

of existing knowledge in a new and creative way so as to generate new
concepts, methodologies and understandings. This could include synthesis and
analysis of previous research to the extent that it leads to new and creative
outcomes.”

“The definition of research is consistent with a broad notion of

research and experimental development as comprising of creative work
undertaken on a systematic basis in order to increase the stock of knowledge,
including knowledge of humanity, culture and society, the use of this stock of
knowledge to device new applications.”

78
3.3 : What is Research Methodology?

Research methodology is the specific procedures or techniques

used to identify, select, process, and analyse information about a given topic.

Research methodology follows of specific scientific principles. It is the science

of study of how research is done systematically.

If you’ve started working on your first piece of formal research-

be it a dissertation, thesis or research project- you’re probably feeling a little
overwhelmed by all the technical lingo that gets thrown around. “Research
methodology.”, “data collection and analysis”. It seems never- ending.

Research methodology is a way of explaining how researcher

intended to carry out their research. It’s a logical, systematic plan to resolve a
research problem. A methodology details a researcher’s approach to the
research to ensure reliable, valid results that address their aims and objectives. It
encompasses what data they’s going to collect and where from, as well as how
it’s being collected and analysed.

There are main two types of methodology. When designing a

researcher has several decisions to make. One of the most important is which
data methodology to use, qualitative, quantitative or a combination of the two.
No matter the type of research, the data gathered will be as numbered or
descriptions, and researcher can choose to focus on collecting words, numbers
or both. Here are the different mythologies and their application.

79
 Qualitative:

Qualitative research involves collecting and analysing written or

spoken words and textual data. It may also focus on body language or visual
elements and help to create a detailed description of a researcher’s observations.
Researchers usually gather qualitative data through interviews, observation and
focus groups using a few carefully chosen participants.

This research methodology is subjective and more time-

consuming than using quantitative data. Researchers often use a qualitative
methodology when they, perform research to understand human perceptions
regarding an event, person or product.

Quantitative:
Researchers usually use a quantitative methodology when the
objective of the research is to confirm something. It focuses on collecting,
testing and measuring numerical data, usually from a large sample of
participants. They then analyse the data using statistical analysis and
comparisons. Popular methods used used to gather quantitative data are:

 Surveys
 Questionaries
 Test
 Databases
 Organisational records

This research methodology is objectives and is often quicker as

researcher use software programs when analysing the data. An example of how
researchers could use a quantitative methodology is to measure the relationship
between two variables or test a set of hypotheses.

80
3.4 : Definition of Research Methodology:

“Research methodology is defined as a highly intellectual human

activity used in the investigation of nature and matter and deals specially with
the manner in which data is collected, analysed and interpreted.”

“A system of models, procedures and techniques used to find the

result of a research problem is called Research methodology.”

“Research is a prefix meaning again or a new, and research is verb

meaning to examine closely and carefully, to test and try, or to probe. Together
they from a noun describing a careful, systematic, patient study and
investigation in some field of knowledge, undertaken to establish facts or
principles.

“The theoretical analysis of the methods appropriates to a field of

study or to the body of methods and principles particular to a branch of
knowledge.”

“A research methodology is a theoretical approach for gathering and

analysing evidence. The methods used are born out of particular philosophical
and theoretical assumptions about conducting research, often framed in terms of
qualitative and quantitative methodologies.”

81
3.5 : what is market research?

To take your business to the

list of success, you must know your
customer’s needs. Then, you have to offer
them that so that it brings profit to you.
Many new business people or
entrepreneurs make the mistake of
assuming that they know their customers.
These assumptions can be a costly mistake
without any detailed research. Therefore,
to know your customer, you must carry out market research.

To define market research, it’s the process of determining how

well a new product or service will work by conducting research. Market
research is a systematic way of gathering, recording, and analysing qualitative
and quantitative data about relevant market products and services. You can
discover your target market and receive feedback and opinion from customers
and potential customer through this.

To do market research, you can have an in-house position in your

company, or you can do it through a third-party agency expert in market
research. Market research plays an important part in the research and
development of new products. The research can be done by taking surveys,
interacting with a group of people (samples), and conducting interviews and
other similar processes.

Market research is gathering industry information and utilizing it

to your company’s benefit. It can be done in two ways: primary research and
secondary research.

82
3.6 : What is Marketing Research:

Marketing research is the systematic gathering, recording, and

analysis of qualitative and quantitative data about issues relating to marketing
products and services. The goal is to identify and assess how changing elements
to the marketing mix impacts customer behaviour.

This involves specifying the data required to address this issue, then
designing the method for collecting information, managing and implementing
the data collection process. After analysing the data collected, these results and
findings, including their implications, are forwarded to those empowered to act
on them.

Market research, marketing research, and marketing are a sequence

of business activities, sometimes these are handled informally. The field of
marketing research is much older than that of market research. Although both
involve consumers, Marketing research is concerned specifically about
marketing processes, such as advertising effectiveness and salesforce
effectiveness, while market research is concerned specifically with markets and
distribution.

Two explanations given for confusing market research with

marketing research are the similarity of the terms and also that market research
is a subset of marketing research. Further confusion exists because of major
companies with expertise and practices in both areas.

83
3.7 : Benefits of marketing research:

Good marketing research has myriad benefits. At its core, marketing

research replaces assumptions and go-with-your gut decision-making with data-
driven insights to inform smarter strategy and tactics.

The overarching benefit of marketing research is to gain a deep

understanding of your customers or prospects so you can take actions that will
resonate with them to build greater customer loyalty, increase engagement and
ultimately, grow your business.

Data captured from surveys, interviews and other methods reveal

customer behaviours that indicate why they buy particular products or take
certain actions. Typically, most products are designed to solve a customer’s
problem. The marketing research process gets to the root of those problems,
paving the way to develop new products, services and support that connect with
customers and help solve their challenges.

A common focus of marketing research is concept testing: the

process of determining if a new product will be a hit with customers.

Based on analysis of the data and information captured, your

company can develop and execute on a plan to more effectively launch a new
product or service, or refine their branding and marketing position.

84
3.8 : Types of marketing research?
Your research plan will include one or more types of
marketing research. The intention of each of these marketing research types is
to identify, collect, analyse, and present specific solutions that your target
audience perceives as a problem.

There are four types of marketing research that are designed to

help you collect data that is appropriate for your audience.

Exploratory research:
Has a fresh idea that no one has researched before? That’s the
goal of exploratory research -- to collect information about a problem and
insights about how to solve the problem. As a researcher, you will use
secondary data that currently exists to provide insights about your goal.

You’ll need to remain open to what you discover. The data you collect may
indicate new ways to restructure your research problem or look at it from a
different perspective. As you clarify your concept, collect insights, structure
potential problem statements, and discard impractical ideas, you’ll eventually
arrive at a research problem that you can investigate. The goal is to collect more
information about a topic, not pose or substantiate a solution.

Descriptive research:
Descriptive research tests the research question to discover if
it is accurate or inaccurate. This method measures how often and to what extent
variables in the study are correlated.

This approach works if you are asking who would buy the
product being tested, how the products are used, and who are the competitors.
You can collect data through observations, surveys, or interviews.

85
Because the researcher records the data, bias can occur. As opposed to a survey
that is directly filled out by the respondent, the data can be skewed if the
researcher records a response that they personally prefer.

Causal research:
Causal research looks at the cause-and-effect relationship
between variables. If one variable changes, the researcher can record the impact
on another variable. Causal research can answer “what if” questions that include
price changes, packaging changes, adding or removing product changes and
more.

This approach is repeatable and can be replicated outside of a

single research study. A potential downside to this approach is perceiving that
cause-and-effect occurred, when in reality it was mere coincidences. In addition,
if the two variables are closely linked, it can be hard to determine which
variables contribute to the cause or effect.

Predictive research:
As the name implies, researchers are looking for what will
happen in the future. They may study future sales growth, user adoption, and
market size based on data collected about product preferences and customer
demographics.

Predictive research taps into demographics, brand preferences

and other marketing data, often combining it with Big Data. The outcome is
information that can predict purchasing trends, product volume, competitor
insights and other datasets that aid in business decisions for marketing, sales,
and finance. Predictive research can help companies decide where to spend their
resources most efficiently.

86
3.9 : What is marketing research process?

Marketing research refers to the process by

which an organisation gathers information
about its ideal customer and larger market in
order to inform the organisation’s go-to-
market strategy. This research might include
gathering data from current or former
customers, consumers in your target market, or
even marketing activities of competitors.

Marketing research helps a business

by giving it insight into what customers say
they like and dislike, what they say they want.
These insights come in both quantitative and
qualitative forms and can role play a massive role in empowering a business’s
decision making.

The research process follows a series of sequential steps that allow

you to focus your efforts on understanding and addressing customer challenges

Market research is only as good as the information it collects.

That’s why it’s critical to follow a step-by-step process that all leads
to gathering quality data that is accurate and actionable.

87
 Stage 1: Define the research problem and objectives:

Definition of problem:

A problem is a situation, question, or thing that causes difficulty,

stress, or doubt. A problem is also a question raised to inspire thought. In
mathematics, a problem is a statement or equation that requires a
solution. Problem has a few other senses as a noun and an adjective.

Think about what decisions will be made based on your research. Are
you testing a concept that will affect the packaging of your product? Are you
gathering information for a new product that will fill a market gap? Ask good
questions and they will help to clarify your outcome.

A problem is a thing or event that causes you to wonder, cry, panic,

or get angry. Life is full of problems that we try our best to handle. Something
that involves problems or resembles a problem is said to be problematic.

A problem is generally considered to be a task, a situation, or person

which is difficult to deal with or control due to complexity and in transparency.
In everyday language, a problem is a question proposed for solution, a matter
stated for examination or proof.

88
Stage 2: Develop research plan:

Whether you're beginning personal or professional research, having

a research plan for your upcoming project can be important for many reasons. A
research plan allows you to stay organized and oriented toward your goals.
Learning more about how to write a research plan can help you improve your
research tasks and get better results.

These can also be helpful for external members of the project. If

you're administering a project that involves stakeholders or other kinds of
external observers, a research plan can help keep everyone informed about the
progress and general direction of the project. Professionals typically update
their research plan document as objectives or resources change to offer
everyone the most extensive information.

89
 Primary research:

Primary research is defined as a methodology used by researchers

to collect data directly, rather than depending on data collected from previously
done research. Technically, they “own” the data. Primary research is solely
carried out to address a certain problem, which requires in-depth analysis.

 Surveys that produce quick results directly from your target audience.
SurveyMonkey offers a wide range of market research surveys that can
be tailored to meet your specific needs.
 Interviews with customers and prospects will provide deep insights, but
take longer to conduct. You may use one-on-one interviews or a focus
group to collect direct feedback. You will need to design an appropriate
questionnaire.

Secondary Research:

Secondary data is available from other sources and may

already have been used in previous research, making it easier to carry out
further research. It is time-saving and cost-efficient: the data was collected by
someone other than the researcher. Administrative data and census data may
cover both larger and much smaller samples of the population in detail.

A clear benefit of using secondary data is that much of the

background work needed has already been carried out, such as literature reviews
or case studies. The data may have been used in published texts and statistics
elsewhere, and the data could already be promoted in the media or bring in
useful personal contacts. Secondary data generally have a pre-established
degree of validity and reliability which need not be re-examined by the
researcher who is re-using such data.

90
Stage 3:
Collection Information:

Definition:

Before we define what is data collection, it’s essential to ask the

question, “What is data?” The abridged answer is, data is various kinds of
information formatted in a particular way. Therefore, data collection is the
process of gathering, measuring, and analysing accurate data from a variety of
relevant sources to find answers to research problems, answer questions,
evaluate outcomes, and forecast trends and probabilities.

Our society is highly dependent on data, which underscores the

importance of collecting it. Accurate data collection is necessary to make
informed business decisions, ensure quality assurance, and keep research
integrity.

During data collection, the researchers must identify the data

types, the sources of data, and what methods are being used. We will soon see
that there are many different data collection methods. There is heavy reliance
on data collection in research, commercial, and government fields.

Additionally, we can break up data into qualitative and

quantitative types. Qualitative data covers descriptions such as colour, size,
quality, and appearance. Quantitative data, unsurprisingly, deals with numbers,
such as statistics, poll numbers, percentages, etc

91
What Are
the Different Methods of Data Collection?

The following are seven primary methods of collecting data in business

analytics.

 Surveys
 Transactional Tracking
 Interviews and Focus Groups
 Observation
 Online Tracking
 Forms
 Social Media Monitoring

Data collection breaks down into two methods. As a side note,

many terms, such as techniques, methods, and types, are interchangeable and
depending on who uses them. One source may call data collection techniques
“methods,” for instance. But whatever labels we use, the general concepts and
breakdowns apply across the board whether we’re talking about marketing
analysis or a scientific research project.

 The two methods are:

Primary:
As the name implies, this is original, first-hand data collected by
the data researchers. This process is the initial information gathering step,
performed before anyone carries out any further or related research. Primary
data results are highly accurate provided the researcher collects the information.
However, there’s a downside, as first-hand research is potentially time-
consuming and expensive.

92
 Secondary:

Secondary data is second-hand data collected by other parties and

already having undergone statistical analysis. This data is either information
that the researcher has tasked other people to collect or information the
researcher has looked up. Simply put, it’s second-hand information. Although
it’s easier and cheaper to obtain than primary information, secondary
information raises concerns regarding accuracy and authenticity. Quantitative
data makes up a majority of secondary data.

Primary Data Collection:

 Interviews:

The researcher asks questions of a large sampling of people, either by direct

interviews or means of mass communication such as by phone or mail. This
method is by far the most common means of data gathering.

 Projective Data Gathering:

Projective data gathering is an indirect interview, used when potential

respondents know why they're being asked questions and hesitate to answer. For
instance, someone may be reluctant to answer questions about their phone
service if a cell phone carrier representative poses the questions. With projective
data gathering, the interviewees get an incomplete question, and they must fill
in the rest, using their opinions, feelings, and attitudes.

93
  Delphi Technique:

The Oracle at Delphi, according to Greek mythology, was the

high priestess of Apollo’s temple, who gave advice, prophecies, and counsel. In
the realm of data collection, researchers use the Delphi technique by gathering
information from a panel of experts. Each expert answers questions in their field
of specialty, and the replies are consolidated into a single opinion.

 Focus Groups:

Focus groups, like interviews, are a commonly used technique. The group
consists of anywhere from a half-dozen to a dozen people, led by a moderator,
brought together to discuss the issue.

 Questionnaires:

Questionnaires are a simple, straightforward data collection method.

Respondents get a series of questions, either open or close-ended, related to the
matter at hand.

Secondary Data Collection:

Unlike primary data collection, there are no specific collection

methods. Instead, since the information has already been collected, the
researcher consults various data sources, such as:

 Financial Statements
 Sales Reports
 Retailer/Distributor/Deal Feedback
 Customer Personal Information (e.g., name, address, age, contact info)
 Business Journals
 Government Records (e.g., census, tax records, Social Security info)
 Trade/Business Magazines
 The internet
94
3.10 Research approaches

Research approaches are plans and the procedures for

research that span the steps from broad assumptions to detailed methods of data
collection, analysis, and interpretation. This plan involves several decisions, and
they need not be taken in the order in which they make sense to me and the
order of their presentation here.

The overall decision involves which approach should be

used to study a topic. Informing this decision should be the philosophical
assumptions the researcher brings to the study; procedures of inquiry (called
research designs); and specific research methods of data collection, analysis,
and interpretation. The selection of a research approach is also based on the
nature of the research problem or issue being addressed, the researchers’
personal experiences, and the audiences for the study.

Thus, in this book, research approaches, research designs,

and research methods are three key terms that represent a perspective about
research that presents information in a successive way from broad constructions
of research to the narrow procedures of methods.

95
3.11 : Research design

Research design is the framework of research methods and

techniques chosen by a researcher to conduct a study. The design allows
researchers to sharpen the research methods suitable for the subject matter and
set up their studies for success. Creating a research topic explains the type of
research (experimental, survey research, correlational, semi-experimental,
review) and its sub-type (experimental design, research problem, descriptive
case-study).

There are three main types of designs for research:

 Data collection
 Measurement

 Analysis

 Research Design Elements:

Impactful research usually creates a minimum bias in data and

increases trust in the accuracy of collected data. A design that produces the
slightest margin of error in experimental research is generally considered the
desired outcome. The essential elements are:

1. Accurate purpose statement

2. Techniques to be implemented for collecting and analysing research
3. The method applied for analysing collected details
4. Type of research methodology
5. Probable objections to research
6. Settings for the research study

96
 3.12 : Research features

It is considered that a good research design should reduce

the biasness while should maximize the reliability of data being collected and
analysed. A good research design should provide the opportunity as per the
various aspects of research problem. It should minimize the experimental error
and should provide maximum information. Hence, it can be concluded the
selection of research design relies upon the research problem and the nature of
research. Following are the major features of a good research design:

 Objectivity:
Objectivity refers to the ability of the
research instruments to give conclusions that are free
from observer's personal biases. A good research
design should be able select those instruments only
that provide objective conclusions. Usually, it is
believed that maintaining objectivity is pretty easy, but
it proves to be difficult during execution of research
and data analysis.

 Reliability:
Another essential feature of a good
research design is the reliability of responses. The
instruments used in research should be able to provide
similar responses to a question asked from a respondent.
If the response varies, the instrument is considered
unreliable. In other words, reliability of research design
is measured in terms of consistency in responses.

97
Validity:
An important characteristic of a good research design is its ability to answer the questions in the way it
For example, when research is conducted to measure

the effects of advertisements in viewers, it should be

able to answer this, and not the sale of a particular product.

 Generalisability:
A research design is said to be
generalisable if the outcome of the research is
applicable on a bigger population from which the
sample is selected. A research design can be made
generalisable by properly defining the population
properly, selecting the sample carefully, analysing the
statistical data appropriately, and by preparing it
methodologically. Therefore, the more the outcomes
are generalisable, more efficient is the research
design.

 Sufficient Information:
Any research is conducted to gain insight of the hidden facts,
figures and information. The research design should be able to provide
sufficient information to the researcher so that he can analyse the research
problem in a broad perspective. The research design should be able to identify
the research problem and research objective.

98
Other Features:

Along with the above, there are some other features also that make a research
design good. These are adaptability, flexibility. efficiency, etc. A good research
design should be able to minimize the errors and maximize the accuracy.

The research instrument must be able to assist in answering the research aims,
objectives and research questions, as well as prove or disprove the hypothesis of
the study. It should not have any bias in the way that data is collect and it should
be clear as to how the research instrument should be used appropriately.

Research Design Types:

A researcher must clearly understand the various research

design types to select which model to implement for a study. Like research
itself, the design of your analysis can be broadly classified into quantitative and
qualitative.

 Qualitative research

It determines relationships
between collected data and observations
based on mathematical calculations.
Statistical methods can prove or disprove
theories related to a naturally existing
phenomenon. Researchers rely on
qualitative research methods that
conclude “why” a particular theory exists and “what” respondents have to say
about it.

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  Quantitative research:

It is for cases where statistical

conclusions to collect actionable insights
are essential. Numbers provide a better
perspective for making critical business
decisions. Quantitative research methods
are necessary for the growth of any
organization. Insights drawn from
complex numerical data and analysis
prove to be highly effective when making decisions about the business’s future.

 You can further break down the types of research design into five
categories:

 Descriptive:

In a descriptive composition, a researcher is solely interested in

describing the situation or case under their research study. It is a theory-based
design method created by gathering, analysing, and presenting collected data.
This allows a researcher to provide insights into the why and how of research.
Descriptive design helps others better understand the need for the research. If
the problem statement is not clear, you can conduct exploratory research.

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  Experimental:

Experimental research establishes

a relationship between the cause and effect of a
situation. It is a causal design where one observes
the impact caused by the independent variable on
the dependent variable. For example, one
monitors the influence of an independent variable
such as a price on a dependent variable such as
customer satisfaction or brand loyalty. It is an efficient research method as it
contributes to solving a problem.

The independent variables are manipulated to monitor the

change it has on the dependent variable. Social sciences often use it to observe
human behaviour by analysing two groups. Researchers can have participants
change their actions and study how the people around them react to understand
social psychology better.

 Correlational research:

Correlational research is a non-

experimental research technique. It helps
researchers establish a relationship between two
closely connected variables. There is no
assumption while evaluating a relationship
between two other variables, and statistical
analysis techniques calculate the relationship
between them. This type of research requires two different groups.

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 research:
 Diagnostic

In diagnostic design,
the researcher is looking to evaluate
the underlying cause of a specific
topic or phenomenon. This method
helps one learn more about the factors

This design has three parts of the research:

 Inception of the issue

 Diagnosis of the issue
 Solution for the issue

 Explanatory research:

Explanatory design
uses a researcher’s ideas and thoughts
on a subject to further explore their
theories. The study explains unexplored
aspects of a subject and details the
research questions’ what, how, and
why.

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 3.13: Research instruments:

 A good research instrument is one that has been validated and has proven
reliability. It should be one that can collect data in a way that’s
appropriate to the research question being asked.

 The research instrument must be able to assist in answering the

research aims, objectives and research questions, as well as prove or
disprove the hypothesis of the study.

 It should not have any bias in the way that data is collect and it should be
clear as to how the research instrument should be used appropriately.

Market research is a common practice used by companies to

learn about customer behaviour and design suitable marketing campaigns.
However, researching the market is not easy. To simplify the process,
researchers can make use of research instruments. These are tools for
collecting, measuring, and analysing data. Read along to learn what research
instruments are used for and how they can be applied

 Research Instrument: Telephone

The telephone is another research instrument for quantitative research. It is

based on random sampling and also has low interviewer bias. However, phone
calls tend to be short (less than 15 minutes), giving interviewers little time to
collect in-depth information. Customers can also hang up when they are
distracted by something else.

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Research Instrument: Interviews

Most interviews are qualitative in nature, but some are quantitative, especially
those carried out in a structured manner. An example is structured interviews
which include closed-ended questions arranged in a specific order.

The interview is a qualitative research method that collects data by asking

questions. It includes three main types: structured, unstructured, and semi-
structured interviews.

 Structured interviews include an ordered list of questions. These

questions are often closed-ended and draw a yes, no or a short answer
from the respondents. Structured interviews are easy to execute but leave
little room for spontaneity.
 Unstructured interviews are the opposite of structured interviews.
Questions are mostly open-ended and are not arranged in order. The
participants can express themselves more freely and elaborate on their
answers.
 Semi-structured interviews are a blend of structured and unstructured
interviews. They are more organised than unstructured interviews, though
not as rigid as structured interviews.

Compared to other research instruments, interviews provide more reliable

results and allow the interviewers to engage and connect with the participants.
However, it requires experienced interviewers to drive the best response from
the interviewees

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Research Instrument: Surveys

Survey research is
another primary data collection
method that involves asking a
group of people for their opinions
on a topic. However, surveys are
often given out in paper form or
online instead of meeting the
respondents face-to-face. The
most common form of a survey is
a questionnaire. It is a list of questions to collect opinions from a group. These
questions can be close-ended, open-ended, pre-selected answers, or scale
ratings. Participants can receive the same or alternate questions.

The main benefit of a survey is that it is a cheap way to collect

data from a large group. Most surveys are also anonymous, making people more
comfortable sharing honest opinions.

 Research Instrument: Observations

Observation is
another research instrument for
marketers to collect data. It
involves an observer watching
people interacting in a controlled or
uncontrolled environment.

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An example is watching a group of kids playing and seeing how they interact, which kid is most popu

execute and also provides highly accurate results. However, these results might
be subjected to observer bias (the observers' opinions and prejudice) which
lowers their fairness and objectivity. Also, some types of observations are not
cheap.

 Research Instrument: Existing data

Unlike the others, existing or secondary data is an instrument for

secondary research. Secondary research means using data that another
researcher has collected. Secondary data can save a lot of research time and
budget. Sources are also numerous, including internal (within the company) and
external (outside the company) sources.

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 3.13: Sampling methods

 Probability
sampling methods:

1. Simple random sampling.

2. Systematic sampling.
3. Stratified sampling.
4. Cluster sampling.
5. Convenience sampling.
6. Purposive sampling.
7. Snowball sampling.

when you conduct research about a group of people, it’s rarely

possible to collect data from every person in that group. Instead, you select
a sample. The sample is the group of individuals who will actually participate
in the research.

To draw valid conclusions from your results, you have to carefully

decide how you will select a sample that is representative of the group as a
whole. This is called a sampling method.

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 Probability sampling method:

Probability sampling means that every member of the

population has a chance of being selected. It is mainly used in quantitative
research. If you want to produce results that are representative of the whole
population, probability sampling techniques are the most valid choice. There are
four main types of probability sample.

1. Simple random sampling:

In a simple random
sample, every member of the population
has an equal chance of being selected.
Your sampling frame should include the
whole population. To conduct this type of
sampling, you can use tools like random
number generators or other techniques that are based entirely on chance.

2. Systematic sampling:
Systematic sampling is
similar to simple random sampling, but it
is usually slightly easier to conduct. Every
member of the population is listed with a
number, but instead of randomly
generating numbers, individuals are
chosen at regular intervals.

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 If you use this technique, it is important to make sure that there
is no hidden pattern in the list that might skew the sample. For example, if the
HR database groups employees by team, and team members are listed in order
of seniority, there is a risk that your interval might skip over people in junior
roles, resulting in a sample that is skewed towards senior employees.

3) Stratified sampling:

Stratified sampling involves

dividing the population into subpopulations
that may differ in important ways. It allows
you draw more precise conclusions by
ensuring that every subgroup is properly
represented in the sample.

To use this sampling method, you divide

the population into subgroups (called strata) based on the relevant characteristic
(e.g., gender identity, age range, income bracket, job role).

Based on the overall proportions of the population, you calculate

how many people should be sampled from each subgroup. Then you use
random or systematic sampling to select a sample from each subgroup.

4) Cluster sampling:

Cluster sampling also

involves dividing the population into
subgroups, but each subgroup should have
similar characteristics to the whole sample.
Instead of sampling individuals from each

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subgroup, you randomly select entire subgroups. If it is practically possible, you
might include every individual from each sampled cluster. If the clusters
themselves are large, you can also sample individuals from within each cluster
using one of the techniques above. This is called multistage sampling.

This method is good for dealing with large and dispersed

populations, but there is more risk of error in the sample, as there could be
substantial differences between clusters. It’s difficult to guarantee that the
sampled clusters are really representative of the whole population.

Non-Probability Sampling:

In a non-probability sample, individuals are selected based

being included. This type of sample is easier and cheaper to access, but it has a
higher risk of sampling bias. That means the inferences you can make about the
population are weaker than with probability samples, and your conclusions may
be more limited.

Non-probability sampling techniques are often used

in exploratory and qualitative research. In these types of research, the aim is not
to test a hypothesis about a broad population, but to develop an initial
understanding of a small or under-researched population

5) Convenience sampling:
A convenience sample simply includes
the individuals who happen to be most
accessible to the researcher.

This is an easy and inexpensive way to

gather initial data, but there is no way to

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tell if the sample is representative of the population, so it can’t
produce generalizable results. Convenience samples are at risk for
both sampling bias and selection bias.

6) Voluntary response sampling:

Similar to a convenience
sample, a voluntary response sample is
mainly based on ease of access. Instead of
the researcher choosing participants and
directly contacting them, people volunteer
themselves (e.g., by responding to a public
online survey).

Voluntary response samples are always at least somewhat biased,

as some people will inherently be more likely to volunteer than others, leading
to self-selection bias.

7) Purposive sampling:
This type of sampling, also
known as judgement sampling, involves the
researcher using their expertise to select a
sample that is most useful to the purposes of
the research.

It is often used in qualitative

research, where the researcher wants to gain
detailed knowledge about a specific phenomenon rather than make statistical
inferences, or where the population is very small and specific. An effective
purposive sample must have clear criteria and rationale for inclusion. Always
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makesure
to describe your inclusion and exclusion criteria and beware
of observer bias affecting your arguments.

8) Snowball sampling:
If the population is hard to
access, snowball sampling can be used to
recruit participants via other participants. The
number of people you have access to
“snowballs” as you get in contact with more
people. The downside here is also
representativeness, as you have no way of
knowing how representative your sample is
due to the reliance on participants recruiting others. This can lead to sampling
bias.

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3.14: Contact methods:

Contact method is a means of contacting a party, other than

using a mailing address (such as by telephone, fax, or e-mail).

 Mail questionnaires:
It can be used to collect large amounts of information at a
low cost per respondent. Respondents may give more honest answers to more
personal questions on a mail questionnaire than to an unknown interviewer in
person -or over the phone. Also, no interviewer is involved to bias the
respondent’s answers. However, mail questionnaires are not very flexible—all
respondents answer the same questions in a fixed order, and the researcher
cannot adapt the questionnaire based on earlier answers.
Mail surveys usually take longer to complete, and the
response rate—the number of people returning completed questionnaires—is
often very low. Finally, the researcher often has little control over the mail
questionnaire sample. Even with a good mailing list, it is hard to control who at
the mailing address fills out the questionnaire.

 Telephone interviewing:
It is one of the best methods for gathering information
quickly, and it provides greater flexibility than mail questionnaires. Interviewers
can explain difficult questions, and they can skip some questions or probe on
others depending on the answers they receive. Response rates tend to be higher
than with mail questionnaires, and telephone interviewing also allows greater
sample control. Interviewers can ask to speak to respondents with the desired
characteristics, or even by name.

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However,withtelephoneinterviewing,thecostper respondent is higher than with mail questionnaires. A

to discuss personal questions with an interviewer. Using an interviewer also

introduces interviewer bias—the way interviewers talk, how they ask questions,
and other differences may affect respondents’ answers. Finally, different
interviewers may interpret and record responses differently, and under time
pressures some interviewers might even cheat by recording answers without
asking questions.

 Personal interviewing:
It takes two forms—individual and group
interviewing. Individual interviewing involves talking with people in their
homes or offices, on the street, or in shopping malls. Such interviewing is
flexible. Trained interviewers can hold a respondent’s attention for a long time
and can explain difficult questions. They can guide interviews, explore issues,
and probe as the situation requires.

 Group interviewing:
It consists of inviting six to ten people to gather for a few hours
with a trained moderator to talk about a product, service, or organization. The
participants normally are paid a small sum for attending. The meeting is held in
a pleasant place and refreshments are served to foster an informal setting. The
moderator encourages free and easy discussion, hoping that group interactions
will bring out actual feelings and thoughts.
Focus group interviewing has become one of the major
marketing research tools for gaining insight into consumer thoughts and
feelings. However, focus group studies usually employ small sample sizes to
keep time and costs down, and it may be hard to generalize from the results.

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3.15 Collecting Information:

The process of gathering and analysing accurate data from

various sources to find answers to research problems, trends and probabilities,
etc., to evaluate possible outcomes is Known as Data Collection. Keep scrolling
to know more.

Knowledge is power, information is knowledge, and data is

information in digitized form, at least as defined in IT. Hence, data is power.
But before you can leverage that data into a successful strategy for your
organization or business, you need to gather it. That’s your first step.

So, to help you get the process started, we shine a spotlight on

data collection. What exactly is it? Believe it or not, it’s more than just doing a
Google search! Furthermore, what are the different types of data collection?
And what kinds of data collection tools and data collection techniques exist?

 Definition:

Before we define what is data collection, it’s essential to ask the

question, “What is data?” The abridged answer is, data is various kinds of
information formatted in a particular way. Therefore, data collection is the
process of gathering, measuring, and analysing accurate data from a variety of
relevant sources to find answers to research problems, answer questions,
evaluate outcomes, and forecast trends and probabilities. Our society is highly
dependent on data, which underscores the importance of collecting it. Accurate
data collection is necessary to make informed business decisions, ensure quality
assurance, and keep research integrity.

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During data collection, the researchers must identify the data types, the sources of data, and what me

that there are many different data collection methods. There is heavy reliance on
data collection in research, commercial, and government fields.

Before an analyst begins collecting data, they must answer three questions first:

 What’s the goal or purpose of this research?

 What kinds of data are they planning on gathering?
 What methods and procedures will be used to collect, store, and process
the information?

Additionally, we can break up data into qualitative and

quantitative types. Qualitative data covers descriptions such as colour, size,
quality, and appearance. Quantitative data, unsurprisingly, deals with numbers,
such as statistics, poll numbers, percentages, etc.

 Why Do We Need Data Collection?

Before a judge makes a ruling in a court case or a general

creates a plan of attack, they must have as many relevant facts as possible. The
best courses of action come from informed decisions, and information and data
are synonymous.

The concept of data collection isn’t a new one, as we’ll see

later, but the world has changed. There is far more data available today, and it
exists in forms that were unheard of a century ago. The data collection process
has had to change and grow with the times, keeping pace with technology.

116
Whether you’re in the world of academia, trying to conduct research, or part of the commercial

product, you need data collection to help you make better choices.

 Different Methods of Data Collection?

The following are seven primary methods of collecting data in business

analytics.

 Surveys
 Transactional Tracking
 Interviews and Focus Groups
 Observation
 Online Tracking
 Forms
 Social Media Monitoring

Data collection breaks down into two methods. As a side note,

many terms, such as techniques, methods, and types, are interchangeable and
depending on who uses them. One source may call data collection techniques
“methods,” for instance. But whatever labels we use, the general concepts and
breakdowns apply across the board whether we’re talking about marketing
analysis or a scientific research project.

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The two methods are:

1. Primary:

As the name implies, this is original, first-hand data collected by

the data researchers. This process is the initial information gathering step,
performed before anyone carries out any further or related research. Primary
data results are highly accurate provided the researcher collects the information.
However, there’s a downside, as first-hand research is potentially time-
consuming and expensive.

2. Secondary:

Secondary data is second-hand data collected by other parties

and already having undergone statistical analysis. This data is either information
that the researcher has tasked other people to collect or information the
researcher has looked up. Simply put, it’s second-hand information. Although
it’s easier and cheaper to obtain than primary information, secondary
information raises concerns regarding accuracy and authenticity. Quantitative
data makes up a majority of secondary data.

 Specific Data Collection Techniques

Let’s get into specifics. Using the primary/secondary methods

mentioned above, here is a breakdown of specific techniques.

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Primary Data Collection:

 Interviews:

The researcher asks questions of a large sampling of people,

either by direct interviews or means of mass communication such as by phone
or mail. This method is by far the most common means of data gathering.

 Projective Data Gathering:

Projective data gathering is an indirect interview, used when

potential respondents know why they're being asked questions and hesitate to
answer. For instance, someone may be reluctant to answer questions about their
phone service if a cell phone carrier representative poses the questions. With
projective data gathering, the interviewees get an incomplete question, and they
must fill in the rest, using their opinions, feelings, and attitudes.

 Delphi Technique:

The Oracle at Delphi, according to Greek mythology, was the

high priestess of Apollo’s temple, who gave advice, prophecies, and counsel. In
the realm of data collection, researchers use the Delphi technique by gathering
information from a panel of experts. Each expert answers questions in their field
of specialty, and the replies are consolidated into a single opinion.

 Focus Groups:

Focus groups, like interviews, are a commonly used

technique. The group consists of anywhere from a half-dozen to a dozen people,
led by a moderator, brought together to discuss the issue.

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Questionnaires:

Questionnaires are a simple, straightforward data collection

method. Respondents get a series of questions, either open or close-ended,
related to the matter at hand.

Secondary Data Collection

Unlike primary data collection, there are no specific collection

methods. Instead, since the information has already been collected, the
researcher consults various data sources, such as:

 Financial Statements
 Sales Reports
 Retailer/Distributor/Deal Feedback
 Customer Personal Information (e.g., name, address, age, contact info)
 Business Journals
 Government Records (e.g., census, tax records, Social Security info)
 Trade/Business Magazines
 The internet

Data Collection Tools:

Now that we’ve explained the various techniques, let’s narrow

our focus even further by looking at some specific tools. For example, we
mentioned interviews as a technique, but we can further break that down into
different interview types (or “tools”).

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Word Association:

The researcher gives the respondent a set of words and asks

them what comes to mind when they hear each word.

Sentence Completion:

Researchers use sentence completion to understand what kind

of ideas the respondent has. This tool involves giving an incomplete sentence
and seeing how the interviewee finishes it.

Role-Playing:

Respondents are presented with an imaginary situation and

asked how they would act or react if it was real.

In-Person Surveys:

The researcher asks questions in person.

Online/Web Surveys:

These surveys are easy to accomplish, but some users may be

unwilling to answer truthfully, if at all.

Mobile Surveys:

These surveys take advantage of the increasing proliferation

of mobile technology. Mobile collection surveys rely on mobile devices like
tablets or smartphones to conduct surveys via SMS or mobile apps.

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Phone Surveys:

No researcher can call thousands of people at once, so they

need a third party to handle the chore. However, many people have call
screening and won’t answer.

Observation:

Sometimes, the simplest method is the best. Researchers who

make direct observations collect data quickly and easily, with little intrusion or
third-party bias. Naturally, it’s only effective in small-scale situations.

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 3.16 Analysis the Information

After your primary

and secondary data is collected,
you're now ready to shift to the
most meaningful phase of the
process—analysis. Typically,
researchers use several statistical
methods to analyse their data,
including advanced decision
models and predictive analytics.
Averages, statistical regression,
spreadsheets and charts may all be part of your analysis.

Setting aside assumptions about what you think the data means
allows for data-driven patterns and trends to emerge that should lead to
actionable insights. Depending on the research tools you use, analytics and
reporting, like those included in online surveys, will supply ready-to-use
information.

Your data should be tabulated and ready for the next phase where
you present your findings to your company or research sponsor for their review.

Your goal is to discover what your data says about your target
audience’s behaviour patterns, attitudes and preferences. You may find that
your data proves or disproves your original research question. It’s important to
remain open to both outcomes. Never fall victim to the temptation to alter the
data to prove you are right. Not only is that unethical, it could lead to actions
that actually run counter to your company’s goal, leading to disappointing, even
disastrous, results.

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 1. Age group:0

Objective: To know the age of response

Findings: Years Respondents

18 to 25 52
26 to 35 33
36 to 50 9
50 above 6

AGE GROUP
6%
9%

Age Group
52%
18 to 25
33%
26 to 35
36 to 50
50 above

Analysis:
9) 52 respondents marked their age group is 18 to 25
10) 33 respondents marked their age group is 26 to 35
11) 9 respondents marked their age group is 36 to 50
12) 6 respondents marked their age group is 50 above.

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 2. Gender:

Objective: Just know the gender of the respondents.

Finding:
Gender Respondents
Male 56
Female 44

Gender

44%
56%
Male

Female

Analysis:
 Here, 56% are male respondents and 44% female respondents. So, we can
survey the male more demanded the BGauss scooter than female.
 BGauss scooter are more using by male because these scooter is giving
higher speed average so most uses for male.

125
 3. Occupation:

Objectives: Just know the occupation of respondents.

Findings:
Occupation Respondents
Students 37
Businessman 13
Employees 25
Housewife 16
Govt. officer 9

Student Buainessman Employees Housewife

occupations Govt. officer
GOVT. OFFICER 9%
HOUSEWIFE16%
EMPLOYEES25%
BUAINESSMAN13%
STUDENT37%
OCCUPATION

0% 10%20%30%40%

Analysis:
 In this survey, 37% respondents are students. And 25%
respondents are employees, 16% are housewife, 13% respondents are
doing business and 9% are government officer. so, we can say that
overall student mass is very more any other group.

126
 4. Income level of family:

Objectives: To know the income level of family of respondents.

Findings:
Income level Respondents
Below 15000 3
15001 to 25000 27
. 25001 to 35000 28
35001 to 50000 19
50000 above 23

Income level of family (in month)

3%
23% Below 15000
27% 15001 to 25000
25001 to 35000
19% 35001 to 50000
28% 50000 above

Analysis:
From this chart and data analysis we can notice or defined that
majority people included in survey are having the income between 25001 to
35000 monthly. It means we can say the people are involved in the survey most
of are belonging from the middle-class family group.

 3 Respondents marked their income level to upto below 15000 monthly.

 27 Respondents marked their income level to between 15001 to 25000.
 28 Respondents marked their income level to between 25001 to 35000.
 19 Respondents marked their income level to between 35001 to 50000.
 23 Respondents marked their income level to 50000 above.

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 5. Since how long time you are using BGauss EV scooter?

Objective: To knew the duration of using the BGauss electronic.

Findings:

Using duration of scooters respondent

>1year 47
1 year 24
2 years 12
More than 2 yere 17

Since how long time you are using BGauss ev

scooters?
> 1 year
17%
1year

12% 47% 2 year

more than 2
24%
year

Analysis:

 47% Respondents using the BGauss EV scooter less than 1year.

 24% Respondents using the BGauss EV scooter 1 year.
 12% Respondents using the BGauss EV scooter 2 year.
 17 %Respondents using the BGauss EV scooter more than 2 years.

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6) From where you have purchase BGauss EV scooter?

Objectives: To know that where are respondents purchase the BGauss scooter.

Findings:
Destination Respondents
Retailers 25
Dealers 26
Online booking 15
Company 34
showrooms

From where you have purchase BGauss ev

scooter? Retailer

15% Dealers
25%
Company showrooms Online Bokking
34%
26%

Analysis:
 25 Respondents purchase the scooter from retailers.
 26 Respondents purchase the scooter from Dealers.
 34 Respondents purchase the scooter from company showroom.
 15 Respondents purchase the scooter from online booking.

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7) Which model you have of EV scooter of BGauss?

Objective: To know the which model customer have.

Findings:
Models Respondents
D15 BGauss 23
A2 BGauss 39
B8 BGauss 38

Which model you have of ev scooter of

BGauss ?
23%
39%
A2 model
B8 model D15 model
38%

Analysis:
 Here, we clearly seen biased on these chart that 39 % respondents have
A2 model of BGauss EV scooter and 28% respondents have B8 model
and 23% respondents have D15 model of BGauss scooter. So more
respondents prefer A2 model of BGauss scooter.

 Here more respondents demand B8 model of BGauss because this scooter

is easily and less price available and giving best performance and best
discount on online buying.

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8) Which
features you like most in BGauss?

Objective: To know the preference of customers must like which features.

Finding:
Features Respondents
Performance 41
Durability 42
Quality 41
Design & Colour 34
Battery life 42

Which features you like most in BGauss ?

BATTERY LIFE

DESIGN & COLOUR

QUALITY

DURABILITY

PERFORMANCE
0% 10% 20% 30% 40% 50%

Analysis:
 41 Respondents like the performance of BGauss scooter.
 42 Respondents like the Durability of BGauss scooter.
 41 Respondents like the Quality of BGauss scooter.
 34 Respondents like Design & colour of BGauss scooter.
 42 Respondents like Battery life of BGauss scooter.

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9) Are you satisfied with the quality of BGauss?

Objectives: To know the satisfaction of respondents about quality of BGauss

scooter.

Findings: Response Respondents

Yes 89
No 11

Are you satisfied with the quality of BGauss?

11%
89%
Yes
No

Analysis:

 Here, we can say based on these chart that 89% Respondents satisfied
with the quality of BGauss EV scooter and 11% Respondents non
satisfied with the quality of BGauss scooter.
 BGauss giving best quality and performance so most of respondents
giving positive response.

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10) Do you think that the price of BGauss reasonable
as compared to another Brand?

Objective: To know that price preference from respondents.

Finding:
Price preference Respondent
Yes 74
No 26

Do you think that the price of BGauss reasonable as compared to other Brand ?

26%

74%
Yes

No

Analysis:
 Based on these charts says that we 74% respondents satisfied with price
features of BGauss electronic scooter and 26% respondents not satisfied
with price of BGauss EV scooters.
 74% respondents are feeling that the price of BGauss scooter is very
reasonable compare to another brand of scooter.

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11) Are you satisfied after sales service of BGauss?

Objective: To know that response of after sales services from customer.

Findings:
Satisfaction Respondents
preference
Yes 83
No 17

Are you satisfied after sales service of BGauss?

17%

Yes
83% No

Analysis:
We are seen biased on this analysis that 83% respondents satisfied
with the after sales services and 17% respondents not satisfied with the after
sales services.

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12) Give the rate for product of BGauss EV scooter?

Objectives: To know the response from customer of BGauss scooter.

Findings:
Product Excellent Very good Good Average Not good
features
Design 28 21 33 17 0
Colour 9 51 21 18 1
Safety 17 33 34 15 1
Performance 14 27 41 17 1
Features 17 44 30 5 4

Give the rate for product of BGauss ev scooter?

60

40

20

0
exellentvery good good avaragenot good

DesignColourSafetyPerformanceFeatures

Analysis:
 Most of respondents are choose the good for services. In these 51
responses is very high and fever to colour and giving very good
responses.
 28 responses are high in excellent for design of BGauss scooter.
 41 responses are high in good for performance of BGauss scooter.
 18 responses are high in average for colour of BGauss scooter.
 4 responses are high in not good for features of BGauss scooter.

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13) Did you get reminder for services from company regularly?

Objectives: To just know that company regularity on reminder of service

Findings:

Response Respondents
Yes 81 %
No 19 %

Did you get reminder for services from company regularly?

19%

Yes
81%
No

Analysis:
We are seen biased on this analysis that 81% respondents get
reminder for services from company regularly and 19% respondents not get
reminder for services from company regularly.

 81% Respondents are agreeing with that company is aggressively

reminder of scooter service from company is time to time to customers.
 19 % respondents are not agreeing with that company don’t reminder
time to time of services to customers.

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 14) Are you satisfied with performance of BGauss?

Objectives: To know that customer satisfaction about performance of BGauss.

Finding:
Response Respondents
Yes 87
No 13

Are you satisfied with performance of BGauss ? ?

13%

Yes
87%
No

Analysis:
Here, we can analysis that 87% respondents are satisfied with the
performance of BGauss and 13% respondents are not satisfied with the
performance.

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15) Give
the rate for product of BGauss EV scooter?

Objectives: To just know the rate of product of BGauss scooter from

respondents.

Findings:
Services Quality Excellent Very good Good Average Not good
Pickup/drop 28 21 33 17 0
General services 9 51 21 18 1
Modification 17 33 34 15 1
Battery services 14 27 41 17 1

50

40

30

20

10

0
Exellent Very Good Good Avavrage Not good

Analysis:
There are many features in BGauss scooter but here analysis only
main features of BGauss scooter. So, by analysis know that most of respondents
choose the very good for general services and good for battery life.

Most of respondents choose the very good from every services. Very
loss respondents are choosing the not good of the features of the BGauss scooter
company.

138
15) Are you satisfied with free service facility of BGauss?

Objectives: Just know the satisfaction level of customer.

Finding:
Response Respondents
Yes 87%
No 13%

Are you satisfied with free service facility of BGauss ?

13%

Yes
87%
No

Analysis:
 Here we analysis that 87% respondents are very satisfied with free
service facility of BGauss. 13% respondents are not satisfied with given
free service by BGauss Company.

16) According to you at which time company should advertise

more to increase customer?

Objectives: just know that which time doing the advertisement is very effective
and help for increase the sales.

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 Duration Respondents
During festivals 25
During sports 25
During popular 30
Findings: shows
During discount & 20
offers periods

According to you at which time company should

advertise more to increase customer?

30%

20%

10%

0%

During During During during

festivals sports popular showsdiscount &offers periods

Analysis:
We can analysis here, 30 % most of customers choose the duration in
popular shows because popular shows will see the more members so easily
reach the advertise to customers and fast increase the customers.

25 % Respondents are given the response and felt the suitable the
duration is during festivals because during festival more member purchasing
new product so in that time increase the selling.

25 % Respondents are given the response and felt the suitable the
duration is during sports and most off between cricket match so this time easily
advertise reach to maximum consumer.

Less respondents 20% Respondents are given response fever in

discounting & offers periods.
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17) Your opinion for paid service offered by BGauss company?

Objective: Just get opinion from respondents about paid services offered by
BGauss company.

Findings:
Service level Respondents
High 34%
Reasonable 56%
low 10%

Your opinion for paid service offered by BGauss company?

10%
34%

56% High
Reasonable Low

Analysis:
Here, we can analysis that most of respondents like 56%
Respondents choose reasonable price of paid services by BGauss company.
34% Respondents choose high price of paid services and 10% Respondents
choose low price of paid of services of BGauss.

141
18) Do company executives resolve problems for BGauss?

Objectives: Just know that the resolving problem for BGauss.

Findings:
Response Respondents
Yes 85
No 15

Does company executives resolved problems

for BGauss?
15%

Yes
85%
No

Analysis:

We can analysis here, 85% respondents given the reply that company
executive resolved problems for BGauss. 15% respondents given that company
executive not resolved problem for BGauss.

142
19) Will you suggest to other to buy BGauss EV scooter?

Objectives: only know that respondents suggest this scooter to other customer.

Findings:
Response Respondents
Yes 44
No 12
May be 44

Will you suggest to other to buy BGauss ev scooter?

12%

44%
Yes No
44% May be

Analysis:

We can analysis here, 44% respondent are given reply that suggest to
other for purchasing BGauss scooter. 12% respondents are given reply that not
suggest to other for purchasing BGauss scooter.

143
20) According to you on which matter company should focus on
increase customer?

Objectives: just know the which matter focus in BGauss scooter so increase the
customer of this scooter.

Findings:

Response Respondents
Improving after sales 33
services
Improving quality 38
Improving technology 29

According to you on which matter company

should focus on increase customer?

Improving technology

Improving quality

improving after sales services

0% 10% 20% 30% 40%

Analysis:
Here, we can say that improvement is most important in anywhere so
we want analysis that which matter so doing increment in BGauss scooter and
increase customer.

Most of respondents like 38% suggest that improving quality of

BGauss scooters and 33% respondents suggest that improving after sales
services and 29% respondents suggest that improving technology.

144
21) Satisfaction level towards overall performance of BGauss?
Objectives: just know the overall performs of BGauss.

Findings:
Satisfaction level Respondents
Highest satisfied 15%
Satisfied 53%
Natural 25%
Not satisfied 7%

Satisfaction level towards overall

performance of BGauss?

not satisfied
nuttral satisfied highly satisfied

0% 10% 20% 30% 40% 50% 60%

Analysis:

Here we can analysis that 53% respondents are satisfied by purchasing

the BGauss scooter. 25% respondents are natural response and 15% highest
satisfaction 7% respondents are not satisfied with BGauss.

22) Suggestions:
No suggestion

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 CH 4 : FINDINGS

By this project I can get the so many information about the

corporate. The practical learning
which is might be not teach by us
during the lecture that type of some
knowledge which quite important in
our life is learn by me during this
project work. Our tendency is to see
the things only from the one side but
through this project and survey I can
able to enhance my view point.

 BGauss scooter is more preferable by male by known this analysis.

 BGauss scooter is more purchase between 18 to 25 years old people.
 These scooters more percentage buyer is students because students need
good and best performance given scooter so choose it.
 More people whose income have 25001 to 35000 monthly there are more
purchase BGauss scooter. Very less income has below 15000 monthly
been less percentage people of purchase this scooter.
 More people were purchaser of minimum less than1year and maximum 1
year.
 More respondents are purchasing these scooters from company
showroom and less respondents are online purchasing.
 More customer has model A2 of BGauss scooter and less customer have
D15 of BGauss scooter.

146
 More customer like the durability of the scooter and less design and
colour of the scooter.
 Very more person like the quality of scooter.
 More than half people like price compared to other EV scooter.
 High ratio of customer satisfied by the after sales service of BGauss.
 Meet the high response fever in features of the BGauss scooter
 Very high person agrees with remaindering time of BGauss company.
 More that 75% people satisfied with the performance of BGauss.
 More than half respondents satisfied with the free service facility of
BGauss.
 More people given the response that more selling of these scooter during
the popular shows and festivals.
 Equal ratio of the yes and maybe of the person suggest this scooter for
purchase to another person.
 Suggestion by customer that improving after sales service of BGauss
scooter.

147
 CH 5: DECISION & SUGGESTION

I am not able to give the sure suggestion regarding the any query but,
by this research report and by taking the additional review from the people we
can give the suggestion as like as follow:

 Company should have to improve they’re after sales services.

 They have to convert systematically on the digital media platform.
 BGauss has their market more in the rural are they have increased the
market focus in urban areas.
 Improvement in average of speed of BGauss Electric vehicles.
 To catch up the demand they should have to increase the plant capacity
which means manufacturing capacity.
 Improve the features.

148
 CH 6: LIMITATION OF MARKETING RESEARCH

As the rule of the world every coin has two side if one is positive
than the second must be negative this is the beaten truth of the world. This
marketing research we got the lots of the information but in which we also face
some the limitation the limitation which is fine by me are as follow:

 The first limitation is the wide segment. Because it is covering all the
types of the respondents so there is no any specific group focus.
 We got the majority of the mass from the young generation so they give
their opinion on their demand and current situation only.
 Its time-consuming process its take so much time to collect the data and
to done the analysis of it.
 Only focused or based on the limited geographical area.
 Charging station for charging the scooter is not easily available.
 Price is major cause for less selling if the price of BGauss is less so
chances that increasing the sells of BGauss scooter.

149
 CH 7: BIBLIOGRAPHY

 https://www.bgauss.com
 https://www.britannica.com
 https://en.m.wikipedia.com
 https://timesofindia.indiatimes.com

 Research Methodology – written by C.R. KOTHARI

 Marketing – FILLIP KOTLER

150
 CH 8: APPENDIX

Subject: consumer satisfaction of BGauss EV scooter:

1. Name:

2. Age groups:

18 to 25 26 to 35
36 to 50 50 above

3. Gender:

Male Female

4. Income level:
Below 25000 35001 to 50000
25001 to 35000 Above 50000

5. Occupations:
Students Govt. officer
Employee Housewife
Businessman

6. Since how long time you are using BGauss ev scooter?

< 1year 2 year
1 year > 2years

151
7. From where you have purchase BGauss EV scooter?
Retailer Company showroom
Dealer Online booking

8. which model you have of EV scooter of

BGauss? A2 model
B8 model.
D15 model

9. which features you like most in BGauss?

Performance Durability
Quality Design & colour
Battery life

10. Are you satisfied with the quality of BGauss?

Yes No

11.Do you think that the price of BGauss reasonable as compared to other
Brand?
Yes No

12. Are you satisfied after sales service of BGauss?

Yes No

13.Did you get reminder for services from company regularly?

Yes No

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 14. Give the rate for product of BGauss ev scooter?
Product Excellent Very good Good Average Not good
features

Design
Colour
Safety
Performance
Features

15. Are you satisfied with performance of BGauss?

Yes No

16. Give the rate for services quality of BGauss company?

Services 2 Very good Good Average Not good
Quality

Pickup/drop
General services
Modification
Battery services

17.Are you satisfied with free service facility of BGauss?

Yes No

18.According to you at which time company should advertise more

to increase customer?
During festivals During sports
During popular shows During discount time.

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19. Your opinion for paid service offered by BGauss
company? High cost
Reasonable
Low cost as compared to another Brand

20. Do company executives resolve problems for

BGauss? Yes No

21. Will you suggest to other to buy BGauss ev

scooter? Yes No
May be

22.According to you at which time company should advertise more to

increase customer?
Improving after sales services
Improving quality
Improving technology

23. Satisfaction level towards overall performance of

BGauss? Highly satisfied
Satisfied
Natural
Not satisfied

24.Suggestion:

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