1

SUMMER INTERNSHIP PROJECT REPORT ON

(Classic Bike Culture: A Deep Dive Into The Community And Trends
Surrounding 250cc-450cc Bikes In Pune) In (Kantar Operation)

SUBMITTED TO IAEER’S PUNE INSTITUTE OF BUSINESS MANAGEMENT FOR PGDM

BY

(SUBHANGSU PAUL)
PGDM Batch 2023-2025
PRN : DM23E55 / Roll No : MO117

UNDER THE GUIDANCE OF

(Dr. Poorna Chandra Prasad)

And
(Mr. Sushant Kapoor)

IAEER’S PUNE INSTITUTE OF BUSINESS MANAGEMENT FOR PGDM

PIRANGUT, PUNE- 412115
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TO WHOM SO EVER IT MAY CONCERN

This is to certify that the Project Report titled, classic bike culture: a deep dive into the
community and trends surrounding 250cc-450cc bikes in Pune is an authentic work carried
out by Mr. Subhangsu Paul from PGDM of IAEER’s Pune Institute of Business
Management for PGDM, Pune - 412115 as a fulfilment of PGDM Course. He has worked
under our guidance and satisfactorily completed his/ her project work.

Place: Pune, Maharashtra Date:

Signature of Internal Guide Signature of HOD

Signature of Director Signature of Controller of Examinations

 3

Certificate:
 4

DECLARATION BY THE STUDENT

I hereby certify that the work which is being presented in the present Summer Internship

Report entitled “CLASSIC BIKE CULTURE: A DEEP DIVE INTO THE COMMUNITY AND TRENDS

SURROUNDING 250CC-450CC BIKES IN PUNE” is for fulfilment of the requirement for the

award of Degree of Post Graduate Diploma in Management, Pune Institute of Business

Management, Pune, India is an authentic record of my own work carried out under the

supervision and guidance of Dr. Poorna Chandra Prasad and Mr. Sushant Kapoor of

Department of Marketing.

In keeping with the ethical practice in reporting scientific information, due

acknowledgements have been made wherever the findings of others have been cited.

Subhangsu Paul
(Student Name and sign)
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Acknowledgement:
I want to sincerely thank everyone for their encouragement and advice throughout my summer work
at Pune's Kantar Operations. Without the great support and encouragement of numerous people, this
project, "Indian Classic Bikes under 250cc to 450cc: A Market Analysis through Personal Depth
Interviews," would not have been feasible.
First of all, I would like to express my gratitude to my project mentor and guide, Mr. Nilesh Bacchav,
for his unwavering support, sage advice, and encouragement during my internship. Their knowledge
and experience have greatly influenced how this project has turned out.
I also want to express my sincere gratitude to the entire Kantar Operations team for giving me the
chance to work on such a rewarding project.
My professional development has been tremendously aided by the team's desire to share their
knowledge and the practical experience.
I would like to express my profound appreciation to my internal mentor, Dr. Poorna Chandra Prasad
and Mr. Sushant Kpaoor, for her indispensable input during the decision-making process, for her vital
advice and support, and for organizing all the resources required to ensure the internship program runs
more efficiently. Thanks to her/his great experience, I now have a better understanding of sales and
distribution, which has increased my understanding of the marketing department.
I am also appreciative of Pune Institute Of Business Management, my academic institution, for
providing me with the skills and information I needed and for making this internship possible.
Finally, I want to express my gratitude to my friends and family for their continuous support and
inspiration along this trip. Their confidence in me has always served as a source of inspiration.

I sincerely thank everyone who helped make this project a success; it has been an amazing learning
experience.
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Project synopsis
PROJECT TITLE
CLASSIC BIKE CULTURE: A DEEP DIVE
INTO THE COMMUNITY AND TRENDS
SURROUNDING 250CC-450CC BIKES IN
PUNE

COMPANY Kantar(imrb)
NAME

STUDENT NAME Subhangsu Paul

STUDENT ROLL NO Mo-117

PROJECT GUIDE NAME Mr. Nilesh Bachhav

( EXTERNAL MENTOR)

PROJECT GUIDE DESIGNATION Junior executive

(EXTERNAL MENTOR)

PROJECT GUIDE NAME Prof. Poorna Chandra Prasad Erray

( INTERNAL MENTOR) and
Sushant Kapoor

PROJECT GUIDE DESIGNATION Assistant professor and batch incharge

(INTERNAL MENTOR)

DURATION OF PROJECT 60 days

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Executive summary:
Specifically focused on bikes under 250cc to 450cc, I performed a thorough market research of the
Indian classic bike industry during my 60-day summer internship at Kantar Operations in Pune. For
this project, approximately 60 motorcycle fans and prospective clients from different parts of Pune
participated in in-person deep interviews. Understanding the inclinations, driving forces, and
expectations of riders in this market sector was the aim.
The study found that riders had a strong emotional bond with their vintage motorcycles, emphasizing
the sentimental significance and tradition of these vehicles. This segment's customers place a high
value on style, personalization choices, and the total riding experience. The results also emphasized
the significance of community involvement, since riders frequently turn to bike clubs and other
groups to feel like they belong.
A number of recommendations were put forth in light of the data collected, including the necessity of
better after-sale support, increased brand interaction via digital channels, and product
personalization. These recommendations are meant to assist producers and promoters in
strengthening their relationship with their target market and taking advantage of the increasing
demand for classic bikes.
This study paves the way for more research on the Indian classic bike market and offers insightful
management information, especially with regard to product development and marketing tactics.
 8

Table of contents
Chapter 1: Introduction to opportunity/ challenges
Background of the study
Sector, company, product, service analysis
Statement of Problem
Motivation for solving problem
Purpose of business analytics project
Scope of business analytics project
Limitations of business analytics project
Business Analytics Project Objectives

Chapter 2: Review of Literature

About the sector
Market Size
Market Share
Sector Contribution to GDP
Sector Composition
Sector & Sector Composition CAGR
Sector & Sector Composition growth/de-growth catalyst
Government Initiatives & FDI
Porter 5 Force Model Analysis
About the company
Brief History of company
Brief Introduction about company
Brief notes on Top Management
Companies Product / Service
Michael Porter Value Chain Analysis
Market Penetration of product / service Rural, Semi Urban & Urban
Segment, Target & Positioning
Sales & Distribution Channels
Concept of Margin: GMROI & ROI of Product / Service
Promotional Mix of Product
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Recent Merger & Acquisition

Application of Marketing Tools
SWOT – Company & Product / Service
BCG Matrix
4P’s / 7P’s Marketing Mix
PLC
Product / Service -Unique Selling Propositions
The McKinsey 7S Framework
Detailed debate and analysis of area chosen using appropriate citations
Constructs and Variables with citations
Conceptual Framework
Hypothesis Development (if any)

Chapter 3: Design and Methodology

Introduction
Research Objective
Research Design
Research Methodology
Questionnaire design - Adapted or Developed
Unit of Analysis
Sample size
Data collection process
Type of data used
Statistical Tools used with Justification
Analytical method chosen with justification

Chapter 4: Data Analysis and Findings

Demographic Profile of the respondents
Descriptive Statistics
Impact of Demographic variable on Depended and Independent Variable
Reliability
Composite reliability
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Cronbach alpha
Validity
Convergent validity
Discriminant validity
Statistical Analysis interpretation

Chapter 5: Conclusion and recommendations

Findings and Analysis
Suggestions
Conclusion
Managerial Implication
Future scope of work (if any)

Chapter 6: Practical Learning & Contribution

Internship Summary
Internship Designation & Duration
Internship – Roles & Responsibilities
Internship Daily Routine – Task & Work Process
Expected Competency (Knowledge & Skill & Attitude)
Achieved Competency with justification (Knowledge & Skill & Attitude)
Overall Learning outcomes
Overall contribution to the company in the Internship duration
Special Recognition / Certificate / Appreciation letter
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CHAPTER -1: INTRODUCTION

1. Introduction to opportunity/ challenges:
The 250cc to 450cc class of Indian classic bikes is a blend of modern engineering and tradition,
making them appealing to enthusiasts who place a premium on performance, style, and nostalgia.
These bikes are well-liked because of their classic styling, strong construction, and nostalgic riding
experience that transports riders to the heyday of motorcycling. This market is dominated by brands
like Jawa, Yezdi, and Royal Enfield, which provide models that combine modern technology with
retro style. The growing number of riders who value the attractiveness and practicality of these mid-
capacity motorcycles is reflected in the renewed interest in antique bikes.

2. Background of the study on classic bike culture (250cc to 450cc) in india

In Indian motorcycle history, classic 250cc to 450cc bikes are particularly noteworthy because
they combine timeless style with reliable performance. Interest in this market has been growing
again, both among collectors and enthusiasts, due to factors like nostalgia, quality craftsmanship,
and the appeal of mechanical simplicity.

Historical Importance: The success of legendary models such as the Royal Enfield Bullet in the
mid-20th century led to the introduction of classic bikes in India, especially in the 250cc to 450cc
range. On Indian roads, these bikes—which are well-known for their sturdy construction and
dependability—have come to represent toughness and adventure. The historical development of
these motorcycles is shown on websites like Royal Enfield and Classic Legends, which also
highlight their lasting appeal and cultural relevance.

Cultural Influence: Indian motorcycle culture has a strong affinity for classic bikes, which stand
for independence, uniqueness, and a link to the past. Bike Dekho and Bike Advice report that fans
frequently create close-knit groups focused on group rides, customisation, and restoration. In
addition to being cultural treasures, these motorcycles provide a sense of brotherhood among
riders by showcasing the various interests and preferences of their owners.

Dynamics of the Market: The 250cc to 450cc classic bike market in India has experienced notable
expansion and variety in recent times. Increased demand for historical models and limited-edition
releases is driving up sales and interest in vintage motorcycles, according to platforms like Bike
India and Gauger Magazine. This pattern emphasizes how financially sound vintage motorcycles
are as investments and collectors.

Evolution of Technology: Even though they are steeped in history, vintage bikes have embraced
technology to improve dependability and performance. Websites such as Bike Wale and Motoroids
talk about how traditional bike designs have been updated with materials and engineering
techniques that strike a balance between tradition and modern expectations.

Research Gap: Even though vintage bikes are becoming more and more popular in India, more in-
depth study is still required to fully understand a number of topics, including community dynamics,
the economic impact, and technological advancement in this market. By closing this gap, scholars
and interested parties can learn more about the potential and difficulties that India's classic bike
culture faces, which can help shape future plans and projects.
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3. Sector, company, product, service analysis:

 Analysis of Sectors:

Market Size and Growth:

As of 2023, the Indian premium bike market (250–450cc) is estimated to be worth INR 8,000
crores.
Between 2021 and 2024, the market is expected to increase at a Compound Annual Growth Rate
(CAGR) of approximately 10% due to rising disposable incomes and a growing demand for high-
end, performance-focused motorcycles.

Demographic Profiles:
primarily young professionals in their 25s to 40s who are looking for a brand that combines
prestige, performance, and style. The main markets for these bikes are urban areas, specifically
Tier 1 and Tier 2 cities.

 Company Analysis

Royal Enfield

Founder: Bob Walker Smith and Albert Eadie

Founded Year: 1901 (in the UK); manufacturing in India since 1955
Market Share: Royal Enfield holds a dominant position with approximately 35-40% market share in
the 250cc to 450cc segment in India.
Last Year Sales: In FY 2023, Royal Enfield sold around 820,000 units, with a significant portion from
the 250cc to 450cc segment.
Product Analysis: Key models include the Classic 350, Meteor 350, and the Hunter 350, which blend
retro aesthetics with modern technology.
Service Analysis: Royal Enfield is known for its extensive service network and a strong focus on
customer engagement through riding clubs and events like Rider Mania.

Jawa Motorcycles

Founder: František Janeček

Founded Year: 1929 (in Czechoslovakia); relaunched in India in 2018 by Classic Legends Pvt. Ltd.
Market Share: Jawa has captured around 8-10% of the market in the 250cc to 450cc segment since
its relaunch.
Last Year Sales: Jawa sold approximately 50,000 units in FY 2023, focusing on niche markets.
Product Analysis: Models like Jawa 42 and Jawa Perak are known for their classic designs and
powerful engines.
Service Analysis: Jawa emphasizes a personalized customer experience, with an expanding service
network across major cities and a strong online presence.

Honda Motorcycle and Scooter India (HMSI)

Founder: Soichiro Honda and Takeo Fujisawa

Founded Year: 1999 (in India)
Market Share: Honda holds around 10-12% market share in the 250cc to 450cc segment.
Last Year Sales: Honda sold approximately 60,000 units in this segment in FY 2023.
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Product Analysis: The CB350 H'ness and CB350RS are key models, blending retro design with
modern features like advanced electronics and refined engines.
Service Analysis: Honda is known for its reliable service network and comprehensive warranty
programs, which enhance customer trust and satisfaction.

 Product Analysis

Product Features
Design: Retro and classic styling with modern engineering.
Engine: Typically air-cooled, single-cylinder engines with decent torque and power.
Build Quality: Emphasis on durability and ruggedness.
Key Products
Royal Enfield Classic 350: Known for its iconic design, comfortable riding experience, and reliable
performance.
Jawa 42: Offers a mix of classic looks and modern technology, appealing to a younger audience.
Honda H'ness CB350: Combines classic styling with Honda’s reliability and advanced features.

 Service Analysis

After-Sales Service
Comprehensive Service Networks: Extensive networks for maintenance and repairs.
Customization Options: Personalized modifications and accessories to cater to individual
preferences.
Riding Clubs and Communities: Brand-sponsored riding clubs and events to foster community and
loyalty.

4. Statement of problem:

Heritage and Nostalgia: The resurgence of vintage motorcycles appeals to people who value the
classic styles and illustrious histories of companies like Jawa and Royal Enfield. It also taps into a
strong sense of nostalgia.

Community Engagement: Classic bike culture is promoted, events are planned, and a feeling of
community is fostered among aficionados by rider communities and organizations.

Modern Adaptations: By incorporating cutting-edge electronics and motors into historically

significant designs, designers are able to appeal to a younger, tech-savvy demographic while
maintaining their traditional charm.

Consumer Behaviour: Marketing and product development tactics can be more effectively
tailored when taking into account the reasons behind bike owners' actions, be it long rides, daily
commuting, or status symbolism.

Sustainability Trends: With growing environmental worries, classic bikes' survival may depend
on implementing sustainable measures like using eco-friendly materials and producing electrified
versions.
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5. Motivation for solving the problem :

 cultural and historical preservation

Classic bikes in India represent an important cultural and historical legacy. By understanding the
motivations behind their ownership and the factors that sustain their popularity, we contribute to
the preservation and appreciation of this heritage. Recognizing the significance of these bikes can
foster a deeper connection to India's industrial history and cultural evolution.

 Economic Impact

The classic bike market, especially in the 250cc to 450cc range, has significant economic
implications. Manufacturers, aftermarket part suppliers, and customization businesses all stand to
benefit from a thriving classic bike culture. By analysing market dynamics and consumer behaviour,
this study can provide valuable insights that help businesses make informed decisions, potentially
boosting economic growth and creating job opportunities.

 Community and Social Dynamics

Rider communities and events play a crucial role in the social lives of enthusiasts, fostering
camaraderie and shared passions. Understanding how these communities operate and their impact
on the market can help in developing strategies to enhance community engagement and support.
This can lead to stronger social bonds and a more vibrant cultural landscape.

 Technological Advancements and Innovation

The integration of modern technology into classic bike designs presents both challenges and
opportunities. By examining consumer preferences for technological adaptations, this study can
guide manufacturers in balancing innovation with tradition. This can lead to the development of
products that satisfy both nostalgic and modern sensibilities, driving further advancements in the
motorcycle industry.

 Media Influence and Representation

Media and influencers have a profound impact on shaping public perceptions and trends. By
understanding their role in the classic bike culture, stakeholders can better harness these channels
to promote their products and engage with the community. This can lead to more effective
marketing strategies and a stronger presence in the public eye.

 Regulatory Compliance and Industry Standards

Navigating the regulatory landscape is crucial for the sustainability of the classic bike market. By
studying the impact of safety and emission regulations, this research can help manufacturers and
policymakers develop strategies to comply with standards without compromising the essence of
classic bikes. This can ensure the market's longevity and adherence to necessary safety and
environmental practices.
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CHAPTER 2: REVIEW OF LITERATURE

1. About the sector:

Market Size: Estimated to be worth $3 billion in 2023, the market is expected to develop steadily
due to businesses' growing need for competitive and consumer insights.

Important Players: Well-known companies that provide a variety of services, from qualitative
research to quantitative surveys, are Nielsen, Kantar, and IMRB.

Trends: As online platforms gain popularity, there is an increasing focus on data analytics, digital
transformation, and real-time insights.

Challenges: include the requirement for precise forecasting, worries about data privacy, and quick
market adjustments.

Opportunities: include growing need for specialized research solutions, expanding into rural
markets, and technology developments.

2. Market size:

The size of the worldwide market for market research services was estimated at USD 83.93 billion
in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 3.3% to reach USD
95.49 billion by 2027.

3. Market share:

Company Market Share (%)

Nielsen 25

Kantar 20

IMRB
15
International

Others 40
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4. Sector contribution to gdp:

The GDP is indirectly, as opposed to directly, contributed by the market research industry. In
national accounts, such as GDP statistics, it is not usually shown as a separate line item. However,
because of its influence on other sectors, it has a significant impact on the economy.
How to do it is as follows:

Increasing other industries: Making well-informed decisions: Competitive analysis, market

trends, and consumer preferences are all made possible by market research. Businesses in a variety
of industries, including manufacturing, retail, and technology, benefit from this by being able to
make better decisions.

Research and development (R&D): Innovation are fuel by market research, which provides
businesses with information about present and future needs and demands. This promotes the
creation of new goods and services and accelerates economic growth.

Better public policy: To better understand public needs and create efficient
policies in sectors like infrastructure, healthcare, and education, governments also employ market
research. Better resource allocation and improved results across a range of industries follow from
this.

5. Sector composition :

There are several ways to analyse the makeup of the market research industry. By industry of client:

Pharmaceuticals: (17%) because of their strict regulatory framework and requirement for
accurate consumer data for novel medications.

Media and entertainment: (16%) are subject to intense competition and quick technological
change.

Technology: (13%) calls for ongoing innovation and user-centered adaptation.

Consumer goods: (12%) balancing changing trends and a range of preferences.

Financial services: (8%) professionals must comprehend market volatility and risk assessment.
 17

6. Sector and sector composition cagr:

Over the past few years, the Indian market research business has experienced substantial growth,
driven by reasons such growing globalization, the rise of digital technology, and the expansion of
the Indian economy. The market research business in India was estimated to be worth INR 43.85
billion (about USD 590 million) in 2019, and it is projected to increase at a compound annual growth
rate (CAGR) of 11.5% between 2020 and 2025, according to a report by the Market Research Society
of India (MRSI).

7. Sector and sector composition growth/ de- growth catalyst:

A number of factors might influence the market research sector's growth or degrowth as well as its
composition. The following variables may influence the sector's growth or decline, as well as the
makeup of the industry:
Catalysts for Growth:
• The importance of data-driven decision making is growing: The growing recognition of the value
of data in decision-making by organizations is expected to fuel a rise in demand for actionable
insights offered by market research services.
• Technological Progress: Adoption of cutting-edge technology can boost market research's efficacy
and efficiency, spurring growth, including artificial intelligence, machine learning, and big data
analytics.
De-Growth catalysts:
• Economic Recessions: Businesses may cut back on discretionary expenditure during recessions,
which could result in a potential de-growth in the market research services sector.
• Internal Resources: Some businesses might make investments to build strong internal research
departments, which would lessen their reliance on outside market research companies and would
even slow the expansion of external service providers.

8. Government initiatives and fdi:

FDI Inflows:

During FY 2023–2024, India got FDI inflows of $70.95 billion. The amount of FDI equity inflows
was $44.42 billion. The top five nations supplying FDI equity inflows were

Japan (6%),
USA (9%),
Netherlands (7%),
Singapore (23%), and Mauritius (25%).

Services (16%),
computer software & hardware (15%),
commerce (6%),
telecommunications (6%),
automotive sector (5%), were the main industries receiving FDI equity inflows.
 18

Governmental Programs: Made in India The goal of this program is to streamline processes and
create an environment that is conducive to investment in a number of industries, including market
research.

Preferential Market Access (PMA): The Indian government gives vendors who use more than
50% local content a 20% price preference; this could have an effect on the market research sector.

ANUSANDHAN National Research Foundation (ANRF): Established in 2023, the ANRF's primary
goal is to provide strategic guidance for entrepreneurship, innovation, and research in the natural
sciences, engineering, and other disciplines.

9. Porter 5 force model analysis:

Threat of New Entrants:

Low Threat: A lot of experience, money, and technology are frequently needed in the market
research sector. Well-established businesses enjoy solid client relationships and have easy access
to a wealth of data sources.
Bargaining Power of Buyers (Clients):
Moderate to High Power: If a customer accounts for a sizable amount of a market research firm's
revenue, then large clients with larger budgets may have more negotiating power. The industry
does, however, have a wide clientele, and purchasers' bargaining power may be mitigated by
differences in services, knowledge, and technology.
Supplier Bargaining Power:
Moderate Power: Vendors of technology, data sources, and human resources are examples of
suppliers in the market research sector. Even though there are many providers, certain specialized
data sources and technological solutions could only have a few options, providing suppliers a
moderate amount of influence.
Threat of Substitutes:
Online analytics tools and social media monitoring are two examples of methods that can replace
conventional market research techniques. Still, no one can match the breadth and depth of insights
offered by expert market research companies.
Competitive Rivalry Intensity:
There are many companies providing comparable services in the fiercely competitive market
research sector. Innovation in methods, industry knowledge, and the capacity to deliver practical
insights are often the sources of differentiation. Businesses fight for customers on the basis of their
reputation, level of service, and flexibility in responding to shifting consumer demands.
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10. About The Company And Department:

Organization: Kantar
Sir John Kantar founded the company in 1993.
Type of Business: International consulting, data, and insights firm

Products and Services:

Market research: Brand tracking, consumer insights, and the efficacy of advertising
Data analytics: Strategic recommendations and in-depth data analysis
Consulting: Market entry and business strategy
Sector Specializations: technology, media, healthcare, and retail

11. History of the company :

Kantar, which was founded in 1993 as a market research division within WPP, flourished. It
developed years of experience in media measurement, branding, and consumer behaviour. Its media
reach was widened in 2010 by acquisitions such as TNS Media, and additional growth was spurred
by acquisitions in social media and consulting. After Bain Capital acquired a majority stake in Kantar
in 2019, the company became independent and embarked on a new chapter as a dominant force in
data, insights, and consulting.

12. Brief introduction about the company:

Kantar is the world's leading provider of marketing data and analytics, and it serves as an essential
brand partner to the world's most successful firms, including 96 of the top 100 advertisers
worldwide.

Kantar combines the most meaningful data with deep expertise and technology platforms to track
how people think and act. Kantar help clients develop the marketing strategies that shape their
future and deliver sustainable growth. They serve in Various industries such as:
Consumer Packaged Goods
Energy & Utilities
Fashion, Beauty & Luxury
 20

Finance
Health
Hospitality, Leisure & Travel
Media
Post and logistics
Retail
Technology & Telecoms
Automotive and Mobility
They use the tag line “Shape your Brand Future”.

13. Brief notes on top management:

Chris Jansen: Global CEO. Oversees Kantar's overarching strategy and direction.
Nilema Bhakta-Jones: Group General Counsel. Looks after all legal matters for Kantar globally.
James Brooks: Chief Operations Officer. Accountable for the efficacy and efficiency of Kantar's
operations.
Michael Davis: Chief Business Performance Officer. Propels Kantar's growth and financial
performance.
 21

14. Companies product/ service:

Kantar is a global provider of marketing data and analytics, offering a broad range of services to
assist companies in optimizing their marketing expenditures. Although most of kantar’s activities
can be classified as consulting, it’s business model differs in several business areas.
Audience Measurement
Analytics
Brand Growth
Consulting
Consumer, Shopper & Retail
Customer Experience Management
Innovation
Research Services
Sustainability
Advertising, Media & PR
 22

15. Michael porter value chain analysis:

Porter's five primary activities and four support activities can be used to analyse the Kantar value
chain.
Primary Activities
Inbound Logistics: Kantar collects information from a range of sources, such as social media, retail
data, and consumer panels. In order to handle this data, they also need human resources and a
technological infrastructure.
Operations: Kantar creates reports and insights for clients by analyzing and transforming the data
that has been collected. Expert analysis, statistical modeling, and sophisticated algorithms are all
involved in this.
Outbound Logistics: Kantar provides clients with insights via a range of channels, such as reports,
presentations, and online platforms.
Sales and Marketing: Kantar uses thought leadership articles, industry gatherings, and marketing
campaigns to draw prospective customers to its services.
Service: Kantar offers its clients continuous support in the form of tailored reports, data updates,
and professional advice.
Support Activities:
Firm Infrastructure: Data centers, software programs, secure networks, and other technological
infrastructure are key components of Kantar's business.
Human Resource Management: Analysts, data scientists, statisticians, and marketing experts with
advanced degrees are needed at Kantar.
Technological Development: Kantar makes significant investments in R&D to create new software,
algorithms, and methods for data analysis.
Acquisition: Kantar obtains data from multiple sources, such as industry associations, data
providers, and research partners.

16. Market penetration of product / service rural, semi urban & urban:
According to the reports by 6Sense, Kantar ranks 8 out of 115 competitors with a market share of
around 1.40% in the market research industry. More than 1584 companies worldwide started using
Kantar as a market research tool in 2023. Most of the companies that use it, from them 866
customers for Kantar market research are from the United States. 34.47% of Kantar’s customers are
from United States. Nielsen, SurveyMonkey, Qualtrics and Typeform are Kantar’s biggest market
research competitor. Nielsen stands at 3rd position with a market share of 7.3%.
 23

17. Segmentation, targeting, positioning:

Segmentation:

Demographic Segmentation: Targeting male riders aged 25-45, with a focus on middle to
upper-middle-class consumers.
Geographic Segmentation: Urban and semi-urban areas with a higher concentration of
motorcycle enthusiasts.
Psychographic Segmentation: Individuals who value nostalgia, heritage, and a classic riding
experience, often seeking a blend of traditional design and modern performance.
Behavioural Segmentation: Riders looking for premium features, comfort, and brand prestige;
also those engaged in biking communities and events.

Targeting:

Primary Target Audience: Middle-aged professionals and enthusiasts who appreciate classic
aesthetics and are willing to invest in premium, high-quality bikes.
Secondary Target Audience: Young adults and riders new to classic bikes, attracted by the retro
style and modern performance features.
Niche Market: Affluent individuals interested in owning a classic bike for leisure and collectible
purposes.

Positioning:

Brand Positioning: Emphasize the blend of timeless design with modern technology, highlighting
heritage, reliability, and superior craftsmanship.
Value Proposition: Offer a unique riding experience that combines the charm of classic
motorcycles with the performance and comfort of contemporary engineering.
Competitive Edge: Focus on exclusive design elements, customization options, and a strong
community-driven brand image to differentiate from competitors.

18. Sales and distribution channels :

Kantar is a market research and consulting company; it does not deal directly with customers to sell goods
or services. Rather, they concentrate on offering businesses guidance and insights to help them make better
decisions regarding their own sales and distribution channels. Kantar does, however, have a number of
ways to connect with their target market of companies.
Direct sales: A group of salesmen from Kantar make sales calls to companies and present their offerings.
Website: Featuring case studies, thought leadership, and details about their services, Kantar's website is a
great resource for prospective customers.
Events: In order to network with possible clients and present their expertise, Kantar attends and sponsors
industry events.
Partnerships: In order to reach a larger audience, Kantar collaborates with other companies, including
data providers and tech firms.
 24

19. Concept of Margin: GMROI & ROI of Product / Service:

GMROI
Represents the portion of the gross margin that is made for each rupee invested in a specific service
or activity. Ignores fixed costs in favour of concentrating on an investment's direct profitability.
Helpful for comparing the financial success of various Kantar services or projects.
ROI
Evaluates an investment's total return in relation to its cost. Considers income as well as costs,
including fixed expenditures. Like Kantar's services, offers a comprehensive perspective on the
financial performance of an investment. Using these ideas in relation to Kantar's services GMROI for
a particular study on consumer behaviour: Determine the project's gross margin by subtracting
direct costs from revenue, then dividing the result by the project's total cost. This illustrates the
project's direct profitability. ROI on the client engagement for Kantar: To calculate the overall return
on investment for a client relationship, take the total revenue generated from that client over a given
period of time, deduct all associated costs (such as fixed overhead expenses), and divide the result
by the initial investment (acquisition cost).

20. Promotional mix of service:

Kantar does promotion of its services through various strategies:
Thought Leadership: Through white papers, webinars, and social media content, Kantar
consistently generates and disseminates insightful analyses, reports, and research findings.
Content marketing: To highlight their accomplishments and the effects of their services, Kantar
uses case studies, blogs, and articles. Potential customers can learn important information from this
content, which also contributes to credibility and trust.
Customer Testimonials: On their website and in their marketing materials, Kantar prominently
displays positive customer testimonials and success stories. This social proof strengthens
confidence and demonstrates how successful their solutions are.
Targeted Advertising: To reach their ideal clientele, Kantar runs targeted advertising campaigns
on industry publications and pertinent online platforms.
Partnerships: In order to broaden their audience and gain access to fresh information, Kantar
works with academic institutions, trade associations, and other data suppliers.

21. Recent merger and acquisition:

Numerator (September 2022): With this acquisition, Kantar's standing as the world's foremost
authority on consumer behaviour is enhanced. By enhancing Kantar's current capabilities,
Numerator's technology and data resources provide a comprehensive solution for comprehending
consumer purchasing decisions.
(December 2021) Kantar Reputation Intelligence: Symphony Technology Group purchased this
subsidiary, which is currently doing business conclusive. Due to this divestment, Kantar is now able
to concentrate on its core data and insights business.
 25

22. Swot analysis :

Strengths Weakness
1. a large network of 1. Costly services
professionals. 2. Integration Challenges
2. Extensive data assets and 3. Data Privacy Concerns
analytics capabilities.
3. Strong brand reputation.

Opportunities Threat
1. Digital Transformation 1. Competition
2. Emerging Markets 2. Regulatory Changes
3. Customization of solutions 3. Technological Disruption

23. 7p’s of marketing mix:

Product
Data analytics, media monitoring, consumer insights, market research, and media monitoring are
just a few of the many research and consulting services that Kantar provides. Their products are
used by a number of industries, such as technology, consumer goods, healthcare, and finance.
Price
The degree of customization needed, the target market, and the intricacy of the project are probably
factoring that influence Kantar's pricing strategy. They might provide variable pricing options like
project-based pricing, retainers, or fixed fees.
Place
Kantar is a multinational company with offices across more than 90 nations. They take advantage of
their geographic reach to offer clients local knowledge and perspectives. In order to serve their
clients more effectively and reach a larger audience, they might also make use of digital tools and
online platforms.
Promotion
To advertise its services, Kantar uses a variety of marketing platforms, including webinars, trade
exhibitions, industry events, and content marketing. To reach their target audience, they might also
collaborate with other organizations and trade associations. They must communicate their
knowledge and thought leadership, and they must build a strong brand awareness.
 26

People
The people that work for Kantar are its greatest asset. They have a group of skilled analysts,
consultants, and researchers with extensive understanding of the sector.

Process
Kantar's service delivery process is clearly defined, starting with project planning and ending with
data collection, analysis, and reporting. In order to provide their clients with high-quality outcomes,
they must make sure their processes are effective and efficient.

Physical Evidence
The physical proof of Kantar could consist of its technological infrastructure, research facilities, and
offices. They have to make sure that their physical space represents their brand and is professional.

24. Product life cycle (plc):

In view of Kantar's unique structure as a service-based organization, analysing its product lifecycle
through the typical stages of launch, growth, maturity, and decline is difficult. However, with some
modifications, we can observe its evolution and trajectory through similar stages.
Introduction
In this phase, the product or service is introduced to the market and demand is generated. Kantar
may use a range of methods to introduce a new good or service, including attending trade
exhibitions, making presentations, and launching advertising campaigns.

Growth
It is at this point that sales of the good or service start to pick up steam. Kantar could grow by adding
more customers, breaking into untapped markets, or adding new features and functionalities to its
current line of goods and services.
Maturity
At this point, the product or service achieves its maximum market share and sales. By protecting its
market share from rivals and carrying on with innovation and product improvements, Kantar may
be able to hold onto its maturity stage position.
Decline
At this point, sales and market share of the good or service begin to decline, and it may even be
discontinued. By collecting revenue from its established goods and services and investing in new
ones to take their place, Kantar may be able to manage its decline.
 27

25. Unique selling propositions (usps) of kantar:

Kantar, a global leader in data, insights, and consulting, provides a wide array of services designed
to help businesses understand and engage with consumers more effectively. Here are some key
USPs of Kantar;
Comprehensive Data and Insights
Vast Data Sources: Kantar leverages an extensive range of data sources, including primary research,
social media analytics, purchase data, and more, to provide a holistic view of the market.
Deep Consumer Understanding: With access to detailed consumer data, Kantar offers insights into
consumer behaviour, preferences, and trends, enabling clients to make informed decisions.
Global Reach: Operating in over 90 markets worldwide, Kantar provides global insights with local
expertise, ensuring relevance and accuracy in diverse markets.
Advanced Analytics and Technology
Innovative Tools: Kantar utilizes advanced analytical tools and technologies, such as AI, machine
learning, and predictive modeling, to deliver precise and actionable insights.
Data Integration: The ability to integrate various data sources allows Kantar to provide
comprehensive analyses and uncover hidden patterns and trends.
Custom Solutions: Tailored solutions cater to specific business needs, whether it's brand tracking,
media effectiveness, or consumer segmentation.
Strategic Consulting
Expert Guidance: Kantar's team of experienced consultants offers strategic advice to help businesses
navigate complex market landscapes and achieve their objectives.
End-to-End Support: From data collection to strategy implementation, Kantar provides end-to-end
support, ensuring seamless execution of insights-driven strategies.
Industry Expertise: Expertise across multiple industries, including FMCG, healthcare, technology,
and finance, ensures that clients receive relevant and sector-specific advice.
Brand and Marketing Effectiveness
Brand Health Tracking: Kantar’s brand health tracking tools measure and monitor brand
performance, helping clients understand brand strength and areas for improvement.
Advertising Impact: Evaluation of advertising effectiveness helps optimize marketing spend and
improve campaign performance.
Consumer Engagement: Insights into consumer engagement and loyalty enable brands to build
stronger connections with their audience.
Innovation and Development
Product Innovation: Kantar assists in the innovation process by identifying market needs, testing
concepts, and forecasting potential success.
Consumer Feedback: Continuous feedback from consumers helps refine products and services,
ensuring they meet market demands.
 28

Digital Transformation and E-commerce

Digital Insights: Kantar provides insights into digital behaviour, helping brands optimize their
online presence and digital marketing strategies.
E-commerce Tracking: Monitoring e-commerce performance and consumer behaviour online
enables brands to capitalize on digital sales opportunities.
Omni-channel Strategies: Development of effective omni-channel strategies ensures seamless
consumer experiences across all touchpoints.

26. The Mckinsey 7s framework:

The McKinsey 7S Framework is a common management technique for assessing an organization's
effectiveness. It is made up of seven major aspects that are all interconnected and interdependent;
Strategy: The general direction of the organization, including its goals, objectives, and competitive
positioning.
Structure: The way the organization is organized, including departments, reporting connections, and
decision-making processes.
Systems: The methods and procedures that an organization employs to get things done, such as its financial
systems, information systems, and operational procedures.
Shared Values: The fundamental values and concepts that influence the organization's behaviour.
Skills: Employees' knowledge and abilities are referred to as their skills.
Style: The manner in which the organization's leaders conduct themselves, as well as the organization's
culture.
Staff: The individuals who work for the organization, including their qualifications, expertise, and
motivation.

27. Detailed debate and analysis of kantar’s data and insights services:
Introduction
Kantar is a globally recognized leader in data, insights, and consulting services, providing
comprehensive solutions to help businesses understand and engage with consumers effectively.
This analysis focuses on Kantar’s data and insights services, evaluating their strengths and potential
limitations. Key areas include data comprehensiveness, analytical capabilities, strategic consulting,
brand and marketing effectiveness, innovation support, and digital transformation.
Comprehensive Data Collection
Vast and Diverse Data Sources: Kantar's ability to harness data from numerous sources, including
surveys, social media analytics, sales data, and proprietary panels, allows for a holistic view of
market dynamics and consumer behaviour.
 29

Depth of Insights: The breadth of data enables Kantar to provide deep insights into consumer
preferences, trends, and purchasing behaviour. This is particularly valuable for brands looking to
understand complex market landscapes.
Global Reach: Operating in over 90 markets, Kantar offers both global insights and local market
expertise, making it a valuable partner for multinational companies.

Advanced Analytical Capabilities

Innovative Tools and Technologies: Kantar employs advanced technologies such as AI, machine
learning, and predictive analytics to derive actionable insights from vast data sets. These
technologies enable more accurate and sophisticated data analysis.
Customizable Solutions: Kantar’s analytical tools can be tailored to meet the specific needs of
different clients, providing flexibility and precision in insights generation.
Real-time Analytics: The integration of real-time data analytics tools allows clients to make timely
and informed decisions based on the most current data available.

Strategic Consulting
Expert Guidance: Kantar’s team of experienced consultants provides strategic advice, helping
businesses navigate complex market environments and make informed decisions.
End-to-End Support: From initial data collection to the implementation of strategies, Kantar offers
comprehensive support, ensuring that insights are effectively translated into actions.
Industry-Specific Expertise: Kantar’s consultants bring deep knowledge across various industries,
ensuring that the insights and strategies are relevant and actionable for each sector.

Brand and Marketing Effectiveness

Brand Health Tracking: Kantar’s brand health tracking tools monitor brand performance over time,
helping clients understand brand strength and areas for improvement.
Advertising Impact Measurement: Kantar evaluates the effectiveness of advertising campaigns,
providing insights that help optimize marketing spend and enhance campaign performance.
Consumer Engagement Insights: By understanding consumer engagement and loyalty, Kantar helps
brands build stronger connections with their audiences.

Innovation and Product Development

Market Needs Identification: Kantar assists in identifying unmet market needs and testing new
product concepts, ensuring that innovations are aligned with consumer demands.
Consumer Feedback Integration: Continuous consumer feedback helps refine products and services,
making them more appealing to the target audience.
 30

Support for Market Entry: Kantar provides detailed market entry strategies, helping businesses
expand successfully into new markets.

Digital Transformation and E-commerce

Digital Insights: Kantar provides valuable insights into digital behaviour, helping brands optimize
their online presence and digital marketing strategies.
E-commerce Tracking: Monitoring e-commerce performance and consumer behaviour online
allows brands to capitalize on digital sales opportunities.
Omni-channel Strategies: Kantar helps develop effective omni-channel strategies, ensuring
seamless consumer experiences across all touchpoints.

28. Constructs and variables for kantar company:

When analyzing Kantar’s data and insights services, several key constructs and variables emerge.
These constructs represent broad concepts central to Kantar’s operations, while the variables are
specific, measurable elements within these constructs.
Data Collection
Construct Definition: The methods and sources used to gather raw data for analysis.
Key Variables:
Source Diversity: Types of data sources used (e.g., surveys, social media, sales data).
Geographical Coverage: Number of markets and regions covered by data collection efforts.
Data Volume: The amount of data collected (e.g., number of respondents, data points).

Data Quality
Construct Definition: The accuracy, reliability, and completeness of the data collected.
Key Variables:
Accuracy: The precision of the data in representing real-world scenarios.
Reliability: The consistency of data collection methods over time.
Completeness: The extent to which the data covers all necessary aspects for comprehensive
analysis.

Analytical Capabilities
Construct Definition: The tools and techniques used to analyze collected data and derive insights.
Key Variables:
Analytical Tools: Types of analytical software and technologies used (e.g., AI, machine learning).
 31

Model Complexity: The complexity of models and algorithms applied (e.g., regression analysis,
predictive modeling).
Integration Capabilities: The ability to integrate data from various sources for holistic analysis.

Insight Accuracy
Construct Definition: The correctness and applicability of insights derived from data analysis.
Key Variables:
Predictive Accuracy: The extent to which insights accurately predict future trends.
Actionability: The practical applicability of insights for decision-making.
Client Satisfaction
Construct Definition: The level of satisfaction among clients with the services provided by Kantar.
Key Variables:
Service Quality: Clients' perception of the quality of services received.
Outcome Satisfaction: Satisfaction with the results and outcomes derived from Kantar’s insights.
Support and Guidance: Satisfaction with the level of support and strategic guidance provided by
Kantar consultants.

29. Conceptual framework of this project:

The conceptual framework for the project on "Classic Bike Culture: A Deep Dive into the Community
and Trends Surrounding 250cc-450cc Bikes in India" is structured around several key constructs
and their interrelationships;
Historical Context: Examines the evolution of classic bikes and their cultural significance, focusing
on how nostalgia influences ownership and market interest.
Community Dynamics: Analyses the role of rider communities, events, and social gatherings in
sustaining and promoting classic bike culture. This includes the impact of community engagement
on market growth and consumer loyalty.
Market Dynamics: Investigates consumer demographics, purchasing behaviour, and economic
factors influencing the classic bike market. This involves understanding trends, sales data, and
demographic profiles.
Technological Influence: Assesses the impact of modern technological adaptations, such as ABS
and fuel injection, on consumer preferences and the functionality of classic bikes.
Media and Representation: Evaluates how media coverage and influencer endorsements shape
public perceptions and market trends, influencing consumer attitudes and behaviour.
Regulatory Environment: Examines the effects of safety and emission regulations on bike design,
production, and market viability.
 32

30. Hypothesis Development :

Nostalgia as a Key Driver:

Hypothesis: Nostalgia for historical and cultural aspects significantly influences the ownership and
appeal of classic bikes in the 250cc to 450cc segment.
Rationale: Classic bikes often evoke a sense of historical pride and cultural heritage, which may be
a primary motivator for enthusiasts.
Impact of Community Engagement:
Hypothesis: Active participation in biker communities and events positively correlates with the
growth and sustainability of the classic bike market.
Rationale: Engaging with communities and participating in events can enhance market visibility and
foster brand loyalty.
Demographics and Purchasing Behaviour:
Hypothesis: The demographic profile of classic bike owners, including age, income, and profession,
significantly influences their purchasing decisions.
Rationale: Understanding owner demographics can provide insights into market segmentation and
tailored marketing strategies.
Technological Adaptations and Consumer Preferences:
Hypothesis: The incorporation of modern technologies in classic bike models affects consumer
preferences and increases their market appeal.
Rationale: Consumers may seek a blend of traditional aesthetics with contemporary performance
and safety features.
Media Influence on Market Trends:
Hypothesis: Media coverage and influencer endorsements play a significant role in shaping public
perceptions and trends in the classic bike market.
Rationale: Positive media representation and endorsements can enhance brand image and drive
consumer interest.
Regulatory Impact on Market Viability:
Hypothesis: Stringent safety and emission regulations impact the design, production, and market
viability of classic bikes.
Rationale: Compliance with regulations can influence costs, design choices, and overall market
feasibility.
Sustainability Trends and Market Future:
Hypothesis: The adoption of sustainable practices, including electric conversions and eco-friendly
materials, will influence the future growth and consumer acceptance of classic bikes.
Rationale: Growing environmental awareness may drive demand for sustainable innovations in the
classic bike sector.
 33

CHAPTER 3: DESIGN AND METHODOLOGY

Design and Methodology:
1. Introduction:
The research project aims to explore and analyse the classic bike culture in India, focusing on bikes
in the 250cc to 450cc range. The study will investigate historical significance, community dynamics,
market trends, technological influences, media impact, regulatory effects, and future sustainability
trends. This comprehensive approach will provide valuable insights into the factors driving the
popularity and market dynamics of classic bikes.

2. Research Objective:
Nostalgia-Driven Ownership: Investigate how emotional connections to classic bike heritage
influence purchasing decisions.
Community Impacts: Analyse the role of biking communities and clubs in promoting and sustaining
classic bike culture.
Technological Adaptations: Examine how modern technology is integrated into classic bikes to
appeal to contemporary riders while preserving traditional aesthetics.
Media Influence: Assess the impact of media representation, including advertising and social media,
on consumer perceptions and demand for classic bikes.
Regulatory Effects: Evaluate how regulations related to emissions and safety affect the production
and sale of classic bikes.
Emerging Sustainability Trends: Explore the adoption of sustainable practices and eco-friendly
innovations within the classic bike segment.

3. Research Design:
The research design will employ a mixed-methods approach, combining both qualitative and
quantitative methods. This design allows for a holistic analysis of the classic bike culture, capturing
both numerical data and in-depth qualitative insights.

4. Research Methodology:
Quantitative Methods:
Surveys: Distribute structured questionnaires to a broad audience to gather data on market trends,
consumer preferences, and demographic profiles.
Data Analysis: Use statistical tools to analyze survey results, identify patterns, and quantify key
factors influencing classic bike ownership.
 34

Qualitative Methods:
Interviews: Conduct in-depth interviews with classic bike owners, industry experts, and community
leaders to explore personal motivations, cultural significance, and experiences.
Focus Groups: Facilitate discussions among groups of enthusiasts to gain insights into community
dynamics, brand perceptions, and cultural impact.

5. Questionnaire Design - Adapted or Developed:

The questionnaire will be developed specifically for this study. It will include questions on
demographics, purchasing behaviour, technological preferences, and perceptions of community and
media influences. Adaptation of existing questionnaires may be considered if they align closely with
the research objectives and can be customized for the Indian context.

6. Unit of Analysis:
The unit of analysis will be individual classic bike owners and enthusiasts within the 250cc to 450cc
segment. This includes both current owners and potential buyers who are engaged in or interested
in classic bike culture.

7. Sample Size:
A sample size of approximately 150 respondents will be targeted. This size is sufficient to ensure
statistical significance and reliability of the quantitative data, while allowing for a robust
representation of the classic bike community.

8. Data Collection Process:

Online Surveys:
Design: Create structured questionnaires with clear, concise questions.
Distribution: Use platforms like Google Forms, email, and relevant online forums.
Collection: Monitor responses in real-time and ensure a diverse sample.

Face-to-Face Interviews:
Preparation: Develop an interview guide with open-ended questions.
Execution: Conduct interviews with selected individuals, recording responses for analysis.
Analysis: Transcribe and categorize interview data for thematic insights.
 35

Focus Group Discussions:

Planning: Recruit participants from target demographics.

Facilitation: Guide discussions using a structured agenda, encouraging in-depth dialogue.
Documentation: Record sessions and summarize key themes for qualitative analysis.

9. Type of Data Used:

Quantitative Data: Numerical data on market trends, consumer preferences profiles.
Qualitative Data: Descriptive insights from interviews and focus groups on cultural significance,
community dynamics, and personal motivations.

10. Statistical Tools Used with Justification:

Descriptive Statistics: To summarize and describe the basic features of the data (e.g., mean,
median, mode).
Descriptive Statistics:
Data Collection: Gather data through surveys or questionnaires.
Data Cleaning: Remove outliers and inconsistencies.
Descriptive Analysis:
Calculate mean, median, mode, and standard deviation.
Use software (e.g., Excel, SPSS) to summarize data distributions and central tendencies.
Interpretation: Analyse results to understand basic trends and patterns.

Factor Analysis:
Factor Analysis: To identify underlying factors influencing consumer behaviour and market trends
Data Preparation: Ensure data is suitable (e.g., sufficient sample size, correlation).
Extraction: Use Principal Component Analysis (PCA) to identify underlying factors.
Rotation: Apply Varimax or Promax rotation to simplify factor interpretation.
Analysis: Determine factor loadings to understand relationships between variables.
Software: Use statistical tools like SPSS or R for computation and visualization.
 36

11. Analytical Method Chosen with Justification:

Quantitative Analysis: Regression analysis and factor analysis will be used to identify correlations
between variables and determine the impact of different factors on market trends and consumer
preferences.
Qualitative Analysis: Thematic analysis will be used to identify recurring themes and patterns in
interviews and focus groups.
Justification: Regression and factor analysis are suitable for understanding the relationships
between variables and predicting trends, while thematic analysis provides deep insights into
qualitative data, offering a comprehensive understanding of cultural and community dynamics.

Factor Analysis:
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling .733

Adequacy.
Approx. Chi-Square 1072.400
Bartlett's Test of
df 253
Sphericity
Sig. .000
 37

Regreesion Modeling:
Case Processing Summary

N Percent

Included 150 100.0%

Excluded 0 0.0%
Total 150 100.0%
 38

CHAPTER 4: (DATA ANALYSIS AND FINDINGS)

1. Demographic profile of the respondents:

Frequency Table:

Age_code
Fr P Valid Cumulative Percent
eq er Perc
ue c ent
nc e
y nt
1 1 .7 .7 .7
.
0
2 61 4 40.7 41.3
. 0.
0 7
3 57 3 38.0 79.3
. 8.
V 0 0
a
4 27 1 18.0 97.3
l
i . 8.
0 0
d
5 4 2. 2.7 100.0
. 7
0
T 15 1 100.
o 0 0 0
t 0.
a 0
l

Gender_code
Fr P Valid Cumulative Percent
eq er Perc
ue c ent
nc e
y nt
1 12 8 82.7 82.7
V
. 4 2.
a
0 7
l
i 2 26 1 17.3 100.0
. 7.
d
0 3
 39

T 15 1 100.
o 0 0 0
t 0.
a 0
l

Occupation_code
Fr P Valid Cumulative Percent
eq er Perc
ue c ent
nc e
y nt
1 33 2 22.0 22.0
. 2.
0 0
2 39 2 26.0 48.0
. 6.
0 0
3 15 1 10.0 58.0
. 0.
V
0 0
a
4 61 4 40.7 98.7
l
i . 0.
0 7
d
5 2 1. 1.3 100.0
. 3
0
T 15 1 100.
o 0 0 0
t 0.
a 0
l
 40

OWNERCODE
Fr P Valid Cum
eq er Perc ulativ
ue c ent e
nc e Perc
y nt ent
1 13 8 89.3 89.3
. 4 9.
0 3
V 2 16 1 10.7 100.0
a . 0.
l 0 7
i T 15 1 100.
d o 0 0 0
t 0.
a 0
l

INTENDERCODE

Fre Per Valid Cumulative Percent

qu cen Percen
en t t
cy
1 39 26. 26.0 26.0
. 0
0
V 2 11 74. 74.0 100.0
a . 1 0
l 0
i T 15 100 100.0
d o 0 .0
t
a
l
 41

2. DESCRIPTIVE STATISTICS:
DEMOGRAPHIC OCCUPATION

Mean 1.56 Mean 2.733333

Standard Error 0.059438085 Standard Error 0.101297
Median 1 Median 3
Mode 1 Mode 4
Standard Standard
Deviation 0.727964893 Deviation 1.240625
Sample Variance 0.529932886 Sample Variance 1.53915
-
Kurtosis 0.562692388 Kurtosis -1.53043
Skewness 0.899338151 Skewness -0.14138
Range 2 Range 4
Minimum 1 Minimum 1
Maximum 3 Maximum 5
Sum 234 Sum 410
Count 150 Count 150
Largest(2) 3 Largest(2) 5
Smallest(2) 1 Smallest(2) 1

3. Impact of demographic variable on depended and independent variable:

 Ordinal regression:
Model Fitting Information

Model -2 Log Likelihood Chi- df Sig.

Square

Intercept Only 344.619

Final .000 344.619 68 .000

Link function: Logit.

Goodness-of-Fit

Chi-Square df Sig.

Pearson 427.649 516 .998

Deviance 239.332 516 1.000

Link function: Logit.

 42

Data Information
N
Valid 147
Cases Missing 3
Weighted Valid 147
Defined Cells 2400
Cells Structural Zeros 0
Sampling Zeros 2304
Age_code 5
Gender_code 2
Demo_code 3
Categories
Occupation_code 5
Education_code 4
Education_code 4

Pseudo R-Square

Cox and Snell .904

Nagelkerke 1.000

McFadden 1.000

Convergence Informationa,b
Maximum Number of 20
Iterations
Converge Tolerance .00100
Final Maximum Absolute 3.44192
Difference
Final Maximum Relative 17.07047
Difference
Number of Iterations 20c
a. Model: Multinomial Logit
 43

4. RELIABILITY TEST:

Reliability Statistics

Cronbach's Cronbach's N of Items

Alpha Alpha Based on
Standardized
Items
.704 .730 13

Scale Statistics
Mean Variance Std. Deviation N of Items
46.865 40.675 6.3777 13
 44

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS

1. Findings and analysis:

Findings:
High Interest: Of those surveyed, 84.1% expressed at least a modest interest in vintage
motorcycles.
High Enthusiasm: The 250cc–450cc vintage bike segment has a notable level of enthusiasm
among the majority.
Extremely High Interest: This group is highly appealing, as indicated by the 46.4% of
respondents who indicated extremely high interest.
High Demand: The information indicates that vintage bikes in this class are highly sought
after.
 45

Findings:
80.3% of respondents strongly agreed or agreed that vintage motorcycles bring back fond memories.
Emotional Connection: Most people believe that vintage motorcycles and sentimental recollections
are closely related.
Positive Association: The majority of responders associate nostalgia with vintage motorcycles.
Minimal Disagreeable or Neutral Opinions: A smaller percentage of respondents disagree or are
neutral about this association.

Findings:
Majority Value Customization: 65.6% of respondents strongly agree or agree that customization is
an important aspect of classic bikes.
Positive View: Customization is seen as a key factor in enhancing the appeal and personal connection
to classic bikes.
Minority Disinterest: A smaller segment of respondents view customization as less important or not
important at all.
High Demand for Personalization: The significant interest in customization reflects a desire for
personalized and unique classic bikes.
 46

Findings:
High Engagement: 58.5% of respondents frequently or regularly follow classic bike groups or
influencers.
Strong Interest: A significant majority actively engage with social media content related to classic bikes.
Minority Inactive: A smaller portion follow less frequently or not at all.

Findings:
Strong Positive Sentiment: According to 71% of respondents, their interest in classic bikes is
sparked by the retro look.
Key Appeal: One of the main things that draws people to antique bikes is their vintage appearance.
Minimal Disagreement: The significance of vintage aesthetics is largely agreed upon by the
responders.
A tiny portion of respondents have neutral opinions, indicating a range of perspectives on the visual
attractiveness.
 47

Findings:
Strong Positive Sentiment: Owning a vintage bike helps to preserve a piece of history,
according to 78.9% of respondents.
Positive Association: Most people think that owning a vintage bike is a significant way to
connect with the past.
Low Disagreement: There is little negative reaction among those who disagree with the
assertion.
Neutral Responses: A small portion of respondents gave neutral responses, pointing to a
range of viewpoints.

Findings:
Popular Classic 350: Although it lags behind the Bullet 350, the Classic 350 also garners a lot of
attention.
Himalayan 450 Gaining Traction: As interest in adventure-focused vintage motorcycles
continues to increase, the Himalayan 450, a more recent model, is becoming more and more
popular.
Jawa 350 Less Preferred: Of the models, the Jawa 350 is the least favoured even if it has a
following.
 48

2. Suggestions:
Based on the insights gathered from the personal depth interviews conducted in Pune, several
recommendations can be made to enhance the market position of Indian classic bikes under 250cc
to 450cc:
Product Customization: Manufacturers should consider offering more customizable options to
cater to the specific preferences of classic bike enthusiasts, such as retro designs, personalized
accessories, and limited-edition models.
Brand Engagement: Increase engagement with the classic bike community through targeted
marketing campaigns, events, and partnerships with local biking clubs to build brand loyalty.
Improved After-Sales Service: Strengthen after-sales support, including service centers and
availability of spare parts, to build trust and long-term relationships with customers.
Digital Presence: Expand digital presence through social media and online forums to connect with
younger audiences who are increasingly using online platforms for research and purchasing
decisions.

3. Conclusion:
The project provided valuable insights into the preferences and behaviours of classic bike
enthusiasts in Pune. The personal depth interviews revealed a strong emotional connection
between the riders and their bikes, with a significant emphasis on heritage, style, and community.
The 250cc to 450cc segment in the Indian market is poised for growth, driven by these factors, and
presents a promising opportunity for manufacturers to capitalize on the evolving trends in the
classic bike culture.

4. Managerial implications:
The findings from this research have several managerial implications:

Targeted Marketing Strategies: Managers should focus on developing marketing strategies that
resonate with the emotional and cultural aspects of classic biking. This includes storytelling that
emphasizes the heritage and legacy of the brand.
Product Development: Insights from the interviews should inform product development,
particularly in terms of design and customization options that appeal to the classic bike community.
Community Engagement: There is an opportunity for managers to foster a sense of community
among riders through events, clubs, and online platforms, which can enhance brand loyalty and
drive word-of-mouth marketing.
 49

5. Future scope of work:

The research conducted during the internship lays the groundwork for future studies in several
areas:

Expanding Geographic Scope: Future research could expand beyond Pune to include other key
markets in India to gain a more comprehensive understanding of the national trends in the classic
bike segment.
Quantitative Analysis: A quantitative survey could be conducted to validate and quantify the
insights obtained from the qualitative interviews, providing a broader perspective on customer
preferences.
Longitudinal Study: A longitudinal study could track changes in customer preferences and market
dynamics over time, offering deeper insights into evolving trends and helping to forecast future
market opportunities.
Comparative Analysis: Comparing the findings from the Indian market with those from other
countries could provide insights into global trends and inform strategies for international
expansion.
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CHAPTER 6: PRACTICAL LEARNING & CONTRIBUTION

1. Internship Summary:
During your 60-day summer internship at Kantar Operations, you actively participated in a range of
projects and programs, including the CLT (Central Location Test) programme, client visits, and various
market research projects. You conducted in-depth interviews with over 60 participants across different
locations in Pune, focusing on products such as MYK Adhesives, TVS Bikes, Royal Enfield, refrigerators,
ACs, and two-wheeler engine oil.

2. Internship Designation & Duration:

Designation: Market Research Intern

Duration: 60 days

3. Internship – Roles & Responsibilities:

 Conducting in-depth interviews with over 60 respondents across various locations in Pune.
 Executing and managing the CLT programme.
 Coordinating with clients and arranging client visits to gather insights.
 Managing and contributing to five key projects, including MYK Adhesives, TVS Bikes, Royal Enfield
CLT, refrigerators, ACs, and two-wheeler engine oil.
 Analysing and synthesizing data to provide actionable insights to clients.

4. Internship Daily Routine – Task & Work Process:

Morning: Review the day’s objectives, prepare for interviews, and coordinate with field teams.
Midday: Conduct interviews and collect data from respondents in various locations.
Afternoon: Input and analyse data collected during the interviews, ensuring accuracy and
completeness.
Evening: Summarize findings, prepare reports, and communicate with project supervisors and clients.

5. Expected Competency (Knowledge & Skill & Attitude):

Knowledge: Understanding of market research methodologies, consumer behaviour, and product testing.
Skills: Strong communication and interviewing skills, data analysis, and project management.
Attitude: Professionalism, attention to detail, adaptability, and a client-focused approach.
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6. Achieved Competency with Justification (Knowledge & Skill & Attitude):

Knowledge: Gained deep insights into consumer behaviour and product performance in the
automobile and FMCG sectors through hands-on experience.
Skills: Enhanced interviewing techniques, data analysis proficiency, and effective project management,
particularly in handling multiple projects simultaneously.
Attitude: Demonstrated strong professionalism and adaptability in managing diverse tasks and
working in various locations, maintaining a client-centric approach throughout the internship.

7. Overall Learning Outcomes:

You gained practical experience in market research, honed your interviewing and analytical skills, and
developed a thorough understanding of consumer preferences in the automobile and FMCG sectors.
The internship provided valuable exposure to the operational aspects of market research, from data
collection to client communication.

8. Overall Contribution to the Company in the Internship Duration:

Your contributions were significant in gathering crucial data and insights for the five projects you
worked on. The in-depth interviews and data analysis you conducted helped in shaping the final
recommendations provided to clients, contributing to the overall success of the projects.

9. Reference:
https://www.overdrive.in/
https://www.team-bhp.com/
https://www.bikewale.com/
https://www.drivespark.com/
https://www.motoroids.com/
https://gaugemagazine.com/
https://www.royalenfield.com/in/en/home/
https://www.siam.in/uploads/filemanager/414SIAMAnnualReport202122Final.pdf
https://www.ibef.org/industry/india-automobiles
https://www.royalenfield.com/uk/en/rides-and-club/riders-club-registration/
https://www.royalenfield.com/in/en/home/
https://www.jawamotorcycles.com/
https://www.honda2wheelersindia.com/
https://www.kantar.com/
https://www.forbes.com/sites/forbesbusinesscouncil/2023/10/30/the-role-of-data-analytics-in-digital-
marketing/
https://economictimes.indiatimes.com/topic/kantar-market-research/news
https://hbr.org/2019/07/keeping-brands-relevant
https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/think-fast-how-to-accelerate-e-
commerce-growth
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10. Certificate: