BCG TVS Tyres Customer Segmentation

Hello..

Good _____________________! My name is ____________________________. I am from WhiteLight Consultancy, a market research agency. We regularly conduct surveys and opinion polls for various products & services. Currently, we are conducting a research study to understand the feedback on motorcycle tyres. In this context I would like to seek your valuable opinion. I would be highly obliged if you can spare some time for the interview. The discussion would not last for more than 20 – 30 minutes.

* Respondent Name

* Address

* Date of interview

Month	Day	Year

* Contact Number

* Center

* S1 Do you own a 2 wheeler?

Yes

* S1A Is the vehicle in discussion a firsthand vehicle that you purchased?

Yes

* S2 Have you changed your 2 wheeler tyre in the last 12 months?

Yes

* S2A Who usually drives the two wheeler?

* S2B Who is responsible for maintaining the two wheeler?

* S3 Gender

Male

Female

* S4 Do you or any members of your household, close friends or relatives currently work or have ever worked in the following industries?

None of the above

* S5 In the past 6 months, have you ever participated in any market research studies such as interview, product use test, FGD, etc.?

* S6A May I know your completed age?

* S6A_1 Age

* S6B May I know if you are working?

Yes

* S6C What is your current occupation?

* S7 Can you please tell me your marital status?

Married

Single

S8 Can you tell me what the average monthly household income is?

* S9 What is the type of 2 wheeler you own?

Scooter

Motorcycle

* S10 What is the exact engine capacity of your 2 wheeler?

S10_1 Engine capacity of your 2 wheeler?

* S10A What is the vehicle brand and model of your two wheeler?

* S10B What is the vehicle brand and model of your two wheeler?

* S11 How old is your 2 wheeler?

<1 year

1-2 years

2-5 years

* S12 How many kilometers on an average do you drive per month on your 2 wheeler?

S13 Thinking back on when you bought the current tyre, there must have been something that triggered/motivated the need for a purchase of a new tyre. Can you please tell us all the reasons for thinking that you need to buy a new tyre.

When the mechanic/service center suggests a tyre change

When the tyre looks worn out

Before going on a long trip

When I face any tyre related issues repeatedly

Periodically every 3-4 years (or lesser)

When I am not feeling the grip while driving/ applying brakes

Other

S14A Chief Wage Earner : Education

Illiterate

Literate but no formal schooling / School up to 4 years

School (5 - 9 yrs)

SSC / HSC

Some College (Incl a Diploma) but not Graduate

Graduate/ Post Graduate: General

Graduate/ Post Graduate : Professional

S14BC Please take a look at this list and tell me which of these items do you have at home?

* POST CODE EDUCATION OF CWE FROM Q14a

Q1A Following are the different uses of your 2 wheeler. Please choose the usage that is most applicable to you and the frequency of the usage. You may select as many usages as you deem applicable to you or none.

Office & business commute

Family commute within city

Commuting with friends within city

Long road trip with family/ friends

Travel alone for personal work (small errands)

Q1B Against each usage please choose only one frequency.

You said you have changed the tyre of your 2 wheeler in the last 12 months.

* Q2A What brand of tyre did you have earlier?

* Q2B What is the tyre that you bought when you last changed your tyre in the last 12 months?

Q3 For the next exercise, you will see a series of similar screens asking you to select the most and least important elements out of a short list. Please read the question carefully, as it refers to the last time you purchased a tyre. Specifically, we want to understand what were the most and least important factors, which influenced your decision

Select only one option for least and one option for most important. Think about your latest tyre purchase, which of the following statements most/least describes features you wanted your 2 wheeler tyres to have?

SHOWCARDS

* Q3 VERSION

VERSION 1

VERSION 2

VERSION 3

Step 1 of 1

* Q3 – V1- CARD 1

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V1- CARD 2

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V1- CARD 3

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V1- CARD 4

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V1- CARD 5

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V1- CARD 6

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V1- CARD 7

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V1- CARD 8

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Click "Next" to proceed to next section.

Step 1 of 1

* Q3 – V2- CARD 1

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V2- CARD 2

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V2- CARD 3

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V2- CARD 4

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V2- CARD 5

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V2- CARD 6

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V2- CARD 7

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

Q3 – V2- CARD 8

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Click "Next" to proceed to next section.

Step 1 of 1

* Q3 – V3- CARD 1

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V3- CARD 2

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V3- CARD 3

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V3- CARD 4

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V3- CARD 5

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V3- CARD 6

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V3- CARD 7

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Step 1 of 1

* Q3 – V3- CARD 8

Please consider how important different features are when selecting a 2 wheeler tyre to purchase.Considering only these 5 features, which is the Most Important and which is the Least Important?

Click "Next" to proceed to next section.

* Q4 VERSION

VERSION 1

VERSION 2

VERSION 3

Step 1 of 1

* Q4 – V1 –CARD 1

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V1 –CARD 2

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V1 –CARD 3

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V1 –CARD 4

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V1 –CARD 5

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V1 –CARD 6

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V1 –CARD 7

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V1 –CARD 8

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Click "Next" to proceed to next section.

Step 1 of 1

* Q4 – V2 –CARD 1

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V2 –CARD 2

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V2 –CARD 3

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V2 –CARD 4

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V2 –CARD 5

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V2 –CARD 6

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V2 –CARD 7

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V2 –CARD 8

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Click "Next" to proceed to next section.

Step 1 of 1

* Q4 – V3 –CARD 1

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V3 –CARD 2

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V3 –CARD 3

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V3 –CARD 4

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V3 –CARD 5

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V3 –CARD 6

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V3 –CARD 7

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

Step 1 of 1

* Q4 – V3 –CARD 8

Think about your latest tyre purchase, which of the following statements most/least describes what the tyre makes you feel.

Considering only these 5 feelings, which is the Most Important and which is the Least Important when purchasing a 2 wheeler tyre?

* Q5A Keeping your current tyre in mind, how much would you rate your overall satisfaction with your current tyre on a scale of 1-6 with 1 being least satisfied and 6 being extremely satisfied?

Q5B How satisfied are you with the following:

Q6 You must have heard of different brands of tyres.

* Q6A Which of the following brands of tyres are you aware of?

* Q6B Which of these tyres have you ever used in your 2 wheeler?

Q6C Now which of the brands come to mind when you think about each emotion listed below. You can associate each emotion with as many or as few brands as you consider appropriate. In case you do not associate an attribute with any brand, please highlight that as well.

Q7 Now which brands come to mind when you think about the features listed below. You can associate each feature with as many or as few brands as you consider appropriate. In case you do not associate an attribute with any brand, please highlight that as well.

* Q8 As you have a 2 wheeler and have changed its tyre, you might have heard of some sub brands of tyres, probably at the tyre shop, or when you were researching about tyres or from friends/family etc. For example Samsung has many sub brands in mobiles like S4, A7, Note 2, Galaxy etc. According to you, which of the following statements hold true for you with respect to the importance of brand and sub brand when you are purchasing a tyre for your two wheeler?

Sub brand is most important and not brand

Sub brand and brand are both equally important

Brand is more important than sub brand

None of them is important

Q9 We have a list of sub brands below. Can you tell us the name of the brand that these sub brands belong to?

In case you do not know or are not sure, please highlight that. (Unaided)

Q10 Following is a list of sub brands and some key brands. Can you tell me which brand does each subbrand belong to?

Q11 You said you have _______ (Q2b) brand tyre now.

In the following question we will show you a few sub brands from _____ (Q2b) brand. Now thinking about these sub brands, which of the listed features would you associate it with?

Q13 Please think about your last tyre purchase. We want to understand about all the sources where you gathered information about tyres before purchasing the tyre.

* Q13A What all sources did you use to do research on 2 wheeler tyres?

* Q13B Keeping in mind your last tyre purchase, can you please tell me among the following list of sources, which were the top 3 rank in terms of gathering information about tyres, Rank 1 being most important and Rank 3 being least important

Friends and family
Colleagues
Mechanic
Authorized OE service center
Single brand tyre shop
Multi brand tyre shop
Online tyre stores (e.g. changemytyres.com, jazzmyride.com)
Online multi-category retailers (e.g. Flipkart, Snapdeal etc)
Tyre company sites online
Others

Q13C During your last tyre purchase, how many of the sources that you have coded in Q13a did you visit to research before finally purchasing the tyre?

* Q14A During your last tyre purchase, how satisfied were you with the research options available offline to help you compare tyres and choose the right tyre for your 2 wheeler?

* Q14B During your last tyre purchase, how satisfied were you with the research options available online to help you compare tyres and choose the right tyre for your 2 wheeler?

* Q15 In your last tyre purchase, where did you finally buy your 2 wheeler tyre from?

Multibrand local tyre shop

Exclusive branded outlet

Local mechanic shop

OE authorized mechanic shop

Online Multicategory retail stores

Online tyre retail shop

Other

* Q15A During your last tyre purchase, what were the reasons for buying the tyre from the source mentioned in Q15?

* Q15B Keeping in mind your response to Q15a, can you please tell me among the reasons of selection of the source, which were the top 3 rank (only for those coded in Q15a)?

Convenience (near my home/office/ Can order sitting at home/office)
It has the best promotions/ discount schemes (cashback, loyalty points etc.)
It sells the tyre cheaper than other stores
I am used to go to this store
I know the dealer/ employee of this store
This store has the best warranty program
It has the best options in terms of type of tyres
It has the best options in terms of price range of tyres
It has the best quality tyres in comparison to other stores
It always has the tyre of my preferred brands
It provides other services like tyre changing, polishing etc as well
It has other products like oil, battery, rims and wheels etc

* Q16 During the last tyre purchase, what products did you purchase or services did you avail of from the tyre shop?

* Q17 During your last tyre purchase, where did you finally fit the tyre on your 2 wheeler?

At the point of sale

Take the tyre to a mechanic and get it fitted separately

At my doorstep

* Q18 Given a choice, where would you prefer buying the tyre for your 2 wheeler from? Assume that all of these options are available near your home/ place of work.

Multibrand local tyre shop

Exclusive branded outlet

Local mechanic shop

OE authorized mechanic shop

Online

* Q19 Given a choice, where would you want to fit the tyre on your 2 wheeler?

At the point of sale

Take the tyre to a mechanic and get it fitted separately

At my doorstep

* Q20A When you go to a tyre shop, which of the following products or services are you most likely to purchase from the shop apart from the tyre for your 2 wheeler? You can select as many or as less number of options as you like

* Q20B Please rank the products from 1-5 with 1^st rank being those items you are most likely to purchase and Rank 5 being least likely to purchase from a tyre shop

Wheels and Rims
Oil
Battery
Other spares
Vehicle parts (mirror, rear guard, leg guard, stand, lights, grills etc.)
Travel Accessories (Helmet, gloves, backpacks, wind cheaters etc.)
Travel apparels (Jackets, boots, kneecaps, masks)
Vehicle accessories (key chain, cover, lights, stickers)
Camping, trekking and other outdoor activity gears
Wheel/Tyre related service

* Q21 Now thinking about the current brand of tyre on your 2 wheeler, have you recommended/criticized it to anyone in the last 12 months?

I've recommended it spontaneously (without being asked about it)

I've recommended it when being asked about it

I haven't recommended or criticized it

I've criticized it when being asked about it

I've criticized it spontaneously (without being asked about it)

* Q22 You said you recommended your current brand of 2 wheeler tyre. Why did you recommend your current tyre brand?

* Q23 You said you criticized your current brand of 2 wheeler tyre. Why did you criticize your current tyre brand?

Please take a look at this card and tell me how frequently do you watch television, read newspaper and/or magazine, browse internet

Please click next to submit responses