Motorcycle Test Marketing

A Chennai based motorcycle manufacturer* operating business in the two-wheeler market for more
than two decades developed a new generation of 4 stroke 250 cc bike using his R&D skills. The
manufacturer is a leader in the market and known for offering a range of vehicles catering to the
needs of different market segments The new 4 stroke 250 cc targets young customers in the higher
income group and it was decided to set a premium price for the vehicle. The vehicle has been
designed in such a way to be suitable to personality characteristics such as dominance,
aggressiveness and adaptability.

Before going for launching in the market, the manufacture decided to test the new vehicle which
has been designed in three versatile models with little variations in style and features. As the
vehicle s going to be launched primarily in the South Indian market, the manufacturer decided to
select test markets from the major cities vim Chennai, Hyderabad and Bangalore.

For organizing the test market and for subsequent promotional campaign, the manufacturer
appointed an advertising agency located at Chennai. The ad Agency developed suitable brand
names for the three models taking into account the design and style of the new vehicle and the
target customers groups. So the three models were known by the brand name:
Model 1 Lion XT 250 Model 2 Tiger YT 250 Model 3 Fox ZT 250

The advertising agency released an advertisement in the leading news papers inviting requests from
test users. Over a period of ten days from the date of advertisement, the advertiser received some
1242 requests to participate in the test marketing evaluation programme. The agency decided to
select only three test users from each test marketing city and the break up of the requests were as
follows:

Test Marketing City No. of Requests Required Test-Users

Chennai 416 3
Hyderabad 523 3
Bangalore 303 3
* Corporate name has been concealed as it was asked by the manufacturer

The agency decided to select nine test users (three test users from each city) from these 1242
requests randomly and designed a questionnaire to be filled by each candidate aspiring to
participate in the test marketing evaluation programme.
The Questionnaire is presented below:

We thank you very much for showing interest in our test marketing evaluation programme and find
a questionnaire being enclosed with this may please be filled and sent back within ten days so as to
decide your eligibility to participate in our test marketing programme.

We once again, appreciate your interest.

Thanking you Yours sincerely,

1. Are you a regular motorcycle rider?

 Yes  No

2. In all how many Kilometers you would travel every day?

 50 kms  100 kms  More than 100 kms

3. Do you ride for business or pleasure?

 Business  Pleasure

4. Do you ride alone or with some other person?

 Alone for Business  Pleasure riding with other

5. What is your average speed ?

Low speed High speed

40 kms 50 kms 60 kms I80 kms

6. What make of motorcycle do you own now? ________________________

7. How old are you? ______________________

8. Education: ________________________

Married /Single: ________________________

Children & Married: ________________________

Employment: Business/Self Employment 

Government Employee 

9. Any additional information: ________________________________________________

________________________________________________

Questions for Discussions

1. Evaluate the questionnaire used by the ad agency in terms of information required.
2. Do you think any other method can be used for selecting the test users?