BRAND PREFERNCE OF SCOOTERS IN
KATHMANDU VALLEY BY FEMALE STUDENTS
Presented By:
Gobinda
Pandit
Symbol No. :
BBA 6th semester
BACKGROUND OF THE STUDY
• Brand preferences are the decisions and favoring that consumers show for a certain
brand above others on the market. It symbolizes consumers' propensity to regularly
choose and buy goods and services from a single brand.
• The brand preference of scooters in the Kathmandu Valley plays a significant role in
the scooter market. Understanding the preferences of scooter users in this region is
crucial for manufacturers and marketers to effectively target their audience and
develop marketing strategies.
• Consumers have developed a level of trust, satisfaction, and loyalty towards a specific
brand, which leads them to consistently choose that brand over its competitors.
• Building and maintaining brand loyalty requires delivering superior products,
exceptional customer experiences, and effective marketing strategies that resonate
with consumers' preferences and values.
OBJECTIVE OF THE STUDY
1. Factors determining brand preference:
Identify key drivers shaping the brand preference of female customers purchasing scooters in
the Kathmandu Valley, aiding manufacturers and marketers in meeting their needs and
increasing satisfaction and loyalty
2. Effect of demographic characteristics on buying perception:
Analyze how demographic factors influence consumer preferences and behaviors, enabling
marketers to tailor their strategies and messages to effectively engage different segments of the
female customer base
3. Identification of successful scooter manufacturers and marketers:
Analyze the performance and strategies of scooter manufacturers and marketers in the
Kathmandu Valley to identify key factors contributing to their success, providing valuable
insights for industry stakeholders to enhance their own brand performance and market presence.
LITERATURE REVIEW
• Bhattarai and Adhikari (2021): Price is the most important factor influencing
consumer behavior in the two-wheeler industry in Nepal. Consumers are
willing to pay a premium for brands perceived as high quality.
• Shrestha and Pradhan (2019): Brand image strongly influences consumer
behavior in the two-wheeler industry. Consumers prefer brands that are
reliable and trustworthy.
• Acharya and Pathak (2018): Fuel efficiency, safety features, and design are
the most important product features influencing consumer behavior in the
two-wheeler industry.
Continue………
• Singh and Gurung (2018): Demographic factors such as age and gender
influence consumer behavior in the two-wheeler industry. Younger
consumers prefer sporty designs, while older consumers prioritize comfort
and safety. Male consumers are more likely to purchase two-wheelers than
female consumers.
• Malla (2016): Factors such as comfort, mileage, and design significantly
influence brand preferences of scooters among women consumers in
Kathmandu Valley.
RESEARCH METHODOLOGY
• Study design was descriptive and informal comparative in nature.
• 52 sample size population .
• Mean, average weighted mean, sd is calculated
• Primary and Secondary source of data.
• Questionnaires
• All data/information was entered into computer applications such as
MS Word, MS Excel, and others
MAJOR FINDING AND DISCUSSION
Demographics of the respondents:
• 52 participants, 32 males (61.5%)and 20 females (38.5%).
• Majority of respondents 20-25 years: 59.6% (31 individuals) , followed by
under Under 20 years: 32.7% (17 individuals) and Above 25 years: 7.7% (4
individuals)
• Largest group had a +2 level: 41.2% (21 individuals) followed by Bachelor's
degree: 39.2% (20 individuals), SLC/SEE qualification: 17.6% (9 individuals),
Master's degree: 2% (1 individual)
• Majority identified as students: 86.5% (45 individuals) followed by Self-
employed: 5.8% (3 individuals)Employed: 5.8% (3 individuals)Professionals:
1.9% (1 individuals)
Continue……..
• Income distribution: Below 20,000 units: 71.2% (37 individuals) 20,000-
30,000 units: 11.5% (6 individuals) 30,000-40,000 units: 7.7% (4
individuals) Above 40,000 units: 9.6% (5 individuals)
Factors influencing brand preferences:
• Features: 34.6% (18 individuals)
• Quality: 25% (13 individuals)
• Comfort: 15.4% (8 individuals)
• Brand preferences: 13.5% (7 individuals)
• Price: 11.5% (6 individuals)
Continue…….
• Openness to suggestions:
▫ Preferred to receive suggestions: 94.2% (49 individuals)
▫ Did not prefer suggestions: 5.8% (3 individuals)
• Agreement scores (Scale: 1-5):
▫ Price: Mean score of 3.72 (indicating importance in brand selection)
▫ "I tend to buy scooters with lower prices": Mean score of 3 (less
agreement)
▫ Features: Mean score of 3.66 (indicating importance in brand selection)
SUMMARY AND CONCLUSION
• The study found that quality and features were the most influential factors
in brand preferences among female students.
• Price and comfort were found to have a lesser impact on brand preference.
• There was a high level of openness among respondents to consider other
scooter brands, with the majority preferring to receive suggestions.
• Overall, the study provides valuable insights into the brand preferences of
scooters among female students in the Kathmandu Valley.
• The findings can guide scooter manufacturers and marketers in
understanding consumer preferences and developing effective marketing
strategies for this specific demographic.
