Market Analysis and Performance Evaluation of Two Wheeler (Scooter) Products

India's two-wheeler industry is the second largest in the world. Over the past decade, while the industry has recorded an average growth of 8% the Scooter Motorcycle and Moped-business has registered a growth rate of 7% and 12% respectively, over the same period of time. Two-wheelers were one of the best performing industry segments of the economy in 2002-03. This growth was fuelled by motorcycles; while sales in all other product categories declined, motorcycles grew at a robust 31% last year represented 74% of all two-wheeler sales against just 27% > in 1996-97. The Scooter market entered a new phase of evaluation, with good looking models such as LML Select hitting the road, men folk got over the feeling that manhood has little to do with kick starting two-wheelers or using gears and slowly started adopting the gearless, button start Kinetic Honda, TVS and Honda scooters for sheer convenience. Once, Bajaj Auto was the only 'complete' two wheeler manufacturer, with models in all defined categories. Now TVS Suzki, Honda, Kinetic Honda has an equally diverse portfolio (models). And LML is headed that way too, with mo-bikes on its launch pad. The competition within the industry is changing in qualitative terms; LML and TVS Suzki have become two wheeler companies in the real sense. Bajaj has another player to compete within scooters. The new challenges for Hero Honda too. The fight is on and the four brands Bajaj, LML, TVS, Honda and Kinetic Honda one vying for a larger chunk of the scooter market offering new features with each upcoming model.

The present study is an attempt to evaluate the performance of the different scooters available in the market, preference of scooter users about these brands and models. And also identify the necessary changes/modifications in the product to reveal whether the targeted groups & the user groups actually correspond as presumed.