INSTITUTE OF BUSINESS ADMINISTRATIOIN

Bicycle Exercise - WAC

Advanced & Applied Business Research

Submitted by:
Zaid Nizami
ERP #01069
Submitted to:
Dr. Shahid Qureshi
Dated:
31st December 2012

Exercise A
1. What is the market share of each brand?
Brand in use
Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Sohrab

39

47.6

47.6

47.6

Eagle

12

14.6

14.6

62.2

Falcon

11

13.4

13.4

75.6

Imported

20

24.4

24.4

100.0

Total

82

100.0

100.0

Sohrab is market leader as it has the highest market share of 47.6% while Falcon has the lowest
market share of 13.4%. Eagle has a market share of 14.6% and Imported bicycles have a
considerable market share in bicycle industry of 24.4%.
2. Develop an income profile of Sohrab user i.e. % of Sohrab users who will fall in each
income category.
Brand in use * Income Crosstabulation
Income

Student
Brand in use

Sohrab

Count

Falcon

Imported

More than

10000

15000

15000

Total

17

14

39

% within Brand in use

17.9%

43.6%

35.9%

2.6%

.0%

100.0%

% within Income

87.5%

63.0%

51.9%

16.7%

.0%

47.6%

8.5%

20.7%

17.1%

1.2%

.0%

47.6%

12

% within Brand in use

.0%

41.7%

58.3%

.0%

.0%

100.0%

% within Income

.0%

18.5%

25.9%

.0%

.0%

14.6%

% of Total

.0%

6.1%

8.5%

.0%

.0%

14.6%

11

% within Brand in use

.0%

36.4%

36.4%

18.2%

9.1%

100.0%

% within Income

.0%

14.8%

14.8%

33.3%

7.1%

13.4%

% of Total

.0%

4.9%

4.9%

2.4%

1.2%

13.4%

13

20

5.0%

5.0%

10.0%

15.0%

65.0%

100.0%

12.5%

3.7%

7.4%

50.0%

92.9%

24.4%

1.2%

1.2%

2.4%

3.7%

15.9%

24.4%

27

27

14

82

9.8%

32.9%

32.9%

7.3%

17.1%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

9.8%

32.9%

32.9%

7.3%

17.1%

100.0%

Count

Count

Count
% within Brand in use
% within Income
% of Total

Total

b/w 10000-

% of Total
Eagle

Below 5000

b/w 5000-

Count
% within Brand in use
% within Income
% of Total

The above income cross tabulation

table shows that 87.5% of the Sohrab
users are students and this shows that
it is most common in students. 63%
fall in the income levels of below
5000, 51.9% fall between 5000-10000
income levels, 16.7% fall in between
10000-15000 and no one falls in more
than 15000 income.

3. What % of Sohrab users have tried Eagle?

Brand in use * E.awareness / aware not used / unaware Crosstabulation
E.awareness / aware not used / unaware
Aware/But not
Bought/Aware
Brand in use

Sohrab

Count

39

33.3%

43.6%

23.1%

100.0%

1.1

-.6

-.5

Std. Residual

.3

-.1

-.2

Adjusted Residual

.5

-.3

-.3

Count

12

75.0%

25.0%

.0%

100.0%

Residual

5.3

-2.4

-2.9

Std. Residual

2.8

-1.0

-1.7

Adjusted Residual

3.6

-1.5

-2.1

11

27.3%

54.5%

18.2%

100.0%

Residual

-.4

1.0

-.7

Std. Residual

-.2

.5

-.4

Adjusted Residual

-.2

.7

-.5

11

20

% within Brand in use

.0%

55.0%

45.0%

100.0%

Residual

-6.1

2.0

4.1

Std. Residual

-2.5

.7

1.9

Adjusted Residual

-3.4

1.0

2.5

25

37

20

82

30.5%

45.1%

24.4%

100.0%

% within Brand in use

Count
% within Brand in use

Imported

Total

Total

17

Residual

Falcon

Unaware

13

% within Brand in use

Eagle

bought

Count

Count
% within Brand in use

As per the above table, it is seen that 33.3 % of Sohrab users have tried Eagle. There is a need to
compare people who tried Sohrab cycle and have awareness of Eagle.
or
E.awareness / aware not used / unaware * Brand in use Crosstabulation
Count
Brand in use
Sohrab

Eagle

Falcon

Imported

Total

E.awareness / aware not used /

Bought/Aware

13

25

unaware

Aware/But not bought

17

11

37

20

39

12

11

20

82

Unaware
Total

The above cross tabulation shows that (13/39) 33.3% of Sohrab users have tried Eagle.
4. What % of Eagle users have tried Sohrab?
Brand in use * S. awareness / aware not used/ unaware Crosstabulation
S. awareness / aware not used/ unaware
Aware/But not
Bought/Aware
Brand in use

Sohrab

Count

bought

Unaware

Total

39

39

100.0%

.0%

.0%

100.0%

63.9%

.0%

.0%

47.6%

47.6%

.0%

.0%

47.6%

10

12

% within Brand in use

83.3%

16.7%

.0%

100.0%

% within S. awareness / aware

16.4%

12.5%

.0%

14.6%

12.2%

2.4%

.0%

14.6%

11

54.5%

36.4%

9.1%

100.0%

9.8%

25.0%

20.0%

13.4%

7.3%

4.9%

1.2%

13.4%

10

20

30.0%

50.0%

20.0%

100.0%

9.8%

62.5%

80.0%

24.4%

7.3%

12.2%

4.9%

24.4%

61

16

82

% within Brand in use

% within S. awareness / aware
not used/ unaware
% of Total
Eagle

Count

not used/ unaware

% of Total
Falcon

Count
% within Brand in use
% within S. awareness / aware
not used/ unaware
% of Total

Imported

Count
% within Brand in use
% within S. awareness / aware
not used/ unaware
% of Total

Total

Count

% within Brand in use

% within S. awareness / aware

74.4%

19.5%

6.1%

100.0%

100.0%

100.0%

100.0%

100.0%

74.4%

19.5%

6.1%

100.0%

not used/ unaware

% of Total

As per the above table, it is seen that 83.3 % of Eagle users have tried Eagle. There is a need to
compare people who tried Eagle cycle and have awareness of Sohrab.
OR
S. awareness / aware not used/ unaware * Brand in use Crosstabulation
Count
Brand in use
Sohrab
S. awareness / aware not used/

Bought/Aware

unaware

Total

Eagle

Falcon

Imported

Total

39

10

61

Aware/But not bought

10

16

Unaware

39

12

11

20

82

The above cross tabulation shows that (10/12) 83.3% of Eagle users have tried Sohrab.

5. What are three attributes of which users consider most important when purchasing a
bicycle?
Report

Mean
N
Std.
Deviati
on

brand
name
5.500
0
82
1.565
44

peers
advic
e
5.000
0
82
1.586
98

salesm
an
recom.
4.7683

per.
experie quali appeara
nce
ty
nce
5.5854 6.51
4.0976
22
82
82
82
82
1.8479 1.64768 .689 1.63004
1
32

durabil
Price/va
ity /
lue of reliabil weigh streng
color frame money
ity
t
th
4.451 6.048
5.7683 6.0122 5.536 5.756
2
6
1
8
82
82
82
82
82
82
1.588 1.004 1.22019 1.2619 1.362 1.212
17
96
2
60
70

warran
ty /
light comforta guarant
drive ble seat
ee
5.963
5.4512 6.3171
4
82
82
82
1.082 1.05588 .76784
35

There are three main attributes Quality, frame and warranty.

OR
Descriptive Statistics
N

Minimum

Maximum

Mean

Std. Deviation

brand name

82

1.00

7.00

5.5000

1.56544

peers advice

82

1.00

7.00

5.0000

1.58698

salesman recom.

82

1.00

7.00

4.7683

1.84791

per. experience

82

1.00

7.00

5.5854

1.64768

quality

82

4.00

7.00

6.5122

.68932

appearance

82

1.00

7.00

4.0976

1.63004

color

82

2.00

7.00

4.4512

1.58817

frame

82

3.00

7.00

6.0488

1.00496

Price/value of money

82

3.00

7.00

5.7683

1.22019

durability / reliability

82

3.00

7.00

6.0122

1.26192

weight

82

2.00

7.00

5.5366

1.36260

strength

82

2.00

7.00

5.7561

1.21270

light drive

82

2.00

7.00

5.9634

1.08235

comfortable seat

82

3.00

7.00

5.4512

1.05588

warranty / guarantee

82

3.00

7.00

6.3171

.76784

Valid N (listwise)

82

We can see from the above table that Quality is the most important attribute in purchasing a bicycle
as it has the highest mean of 6.5122. It is followed by warranty/guarantee with 6.3171 and frame
with 6.0488 mean

6. What are the three attributes which users of a foreign brand consider most important
when purchasing bicycle?

Brand in use
Sohra Mean
b
N
Std.
Deviat
ion
Eagle Mean

Falco
n

N
Std.
Deviat
ion
Mean

N
Std.
Deviat
ion
Impor Mean
ted
N
Std.
Deviat
ion
Total Mean
N
Std.
Deviat
ion

bran peers
d
advic
name
e
5.79 5.12
49
82
39
39
1.23 1.45
926
420

Report
sales
man
per.
recom experie qual appeara
fram
.
nce
ity
nce
color
e
5.025 5.7436 6.53 3.8718 4.20 6.38
6
51
85
46
39
39
39
39
39
39
1.441 1.1634 .719 1.5075 1.39 .781
62
3
87
2
886
88

5.75
00
12
1.76
455

5.83
33
12
1.80
067

5.500
0
12
2.276
36

6.1667 6.83
33
12
12
1.5859 .389
2
25

2.5833

5.63
64
11
1.12
006

4.90
91
11
1.22
103

3.909
1
11
2.256
30

4.3636 6.18
18
11
11
2.5796 .873
4
86

4.0909

4.70
00
20
2.00
263

4.30
00
20
1.68
897

4.300
0
20
1.894
59

5.6000 6.45
00
20
20
1.6670 .604
2
81

5.4500

5.50
00
82
1.56
544

5.00
00
82
1.58
698

4.768
3
82
1.847
91

5.5854 6.51
22
82
82
1.6476 .689
8
32

4.0976

12
.66856

11
1.5782
6

20
1.3168
9

82
1.6300
4

durabi
Price/v lity /
alue of reliabi
money
lity
6.1026 6.205
1
39
39
1.0710 1.055
3
80

2.83
33
12
.834
85

6.25
00
12
.621
58

6.0833

4.63
64
11
1.80
404

5.90
91
11
1.13
618

5.2727

5.80
00
20
1.00
525

5.35
00
20
1.18
210

5.2000

4.45
12
82
1.58
817

6.04
88
82
1.00
496

5.7683

The three main attributes are:

Sohrab Users: Frame, Guarantee, Quality
Eagle Users: Strength, Weight, Guarantee
Falcon Users: Guarantee, Quality, Weight

Imported Users: Comfortable Seat, Quality, Weight

OR

12
1.0836
2

11
1.2720
8

20
1.3218
8

82
1.2201
9

weig stren
ht
gth
4.53 5.74
85
36
39
39
1.21 1.27
061
151

comfort
light
able
drive
seat
5.66
5.0513
67
39
39
1.22
.99865
116

6.000
0
12
1.414
21

6.50
00
12
.797
72

6.50
00
12
.674
20

6.41
67
12
.668
56

5.2500

5.545
5
11
1.572
49

6.18
18
11
.750
76

5.45
45
11
1.63
485

5.72
73
11
1.19
087

5.2727

5.900
0
20
1.372
67

6.55
00
20
.604
81

5.50
00
20
.945
91

6.40
00
20
.680
56

6.4500

6.012
2
82
1.261
92

5.53
66
82
1.36
260

5.75
61
82
1.21
270

5.96
34
82
1.08
235

5.4512

12
.86603

11
1.00905

20
.60481

82
1.05588

warra
nty /
guara
ntee
6.435
9
39
.8206
2
6.666
7
12
.4923
7
5.818
2
11
.9816
5
6.150
0
20
.4893
6
6.317
1
82
.7678
4

We can see from the above compare means table that Weight is the most important attribute when
considering a foreign brand with a mean of 6.55. It is followed by Comfortable seat and quality with
the same mean of 6.45.

Exercise B
1. Compare brand loyalty:

2. Develop an awareness, trial, usage diagram:

Crosstab
S. awareness / aware not used/ unaware
Aware/But not
Bought/Aware
Brand in use

Sohrab

Count

bought

Unaware

Total

39

39

100.0%

.0%

.0%

100.0%

63.9%

.0%

.0%

47.6%

47.6%

.0%

.0%

47.6%

10

12

% within Brand in use

83.3%

16.7%

.0%

100.0%

% within S. awareness / aware

16.4%

12.5%

.0%

14.6%

12.2%

2.4%

.0%

14.6%

11

54.5%

36.4%

9.1%

100.0%

9.8%

25.0%

20.0%

13.4%

7.3%

4.9%

1.2%

13.4%

10

20

30.0%

50.0%

20.0%

100.0%

9.8%

62.5%

80.0%

24.4%

7.3%

12.2%

4.9%

24.4%

61

16

82

74.4%

19.5%

6.1%

100.0%

100.0%

100.0%

100.0%

100.0%

74.4%

19.5%

6.1%

100.0%

% within Brand in use

% within S. awareness / aware
not used/ unaware
% of Total
Eagle

Count

not used/ unaware

% of Total
Falcon

Count
% within Brand in use
% within S. awareness / aware
not used/ unaware
% of Total

Imported

Count
% within Brand in use
% within S. awareness / aware
not used/ unaware
% of Total

Total

Count
% within Brand in use
% within S. awareness / aware
not used/ unaware
% of Total

Sohrab
Percentage of people aware: [61+16]/82=94%
Percentage of trial among aware:61/ [61+16]=80%
Percentage of current users among trial users:39/61=64%

Crosstab
E.awareness / aware not used / unaware
Aware/But not
Bought/Aware
Brand in use

Sohrab

Count

bought

Unaware

Total

13

17

39

% within Brand in use

33.3%

43.6%

23.1%

100.0%

% within E.awareness / aware

52.0%

45.9%

45.0%

47.6%

15.9%

20.7%

11.0%

47.6%

12

% within Brand in use

75.0%

25.0%

.0%

100.0%

% within E.awareness / aware

36.0%

8.1%

.0%

14.6%

11.0%

3.7%

.0%

14.6%

11

% within Brand in use

27.3%

54.5%

18.2%

100.0%

% within E.awareness / aware

12.0%

16.2%

10.0%

13.4%

3.7%

7.3%

2.4%

13.4%

11

20

% within Brand in use

.0%

55.0%

45.0%

100.0%

% within E.awareness / aware

.0%

29.7%

45.0%

24.4%

.0%

13.4%

11.0%

24.4%

25

37

20

82

30.5%

45.1%

24.4%

100.0%

100.0%

100.0%

100.0%

100.0%

30.5%

45.1%

24.4%

100.0%

not used / unaware

% of Total
Eagle

Count

not used / unaware

% of Total
Falcon

Count

not used / unaware

% of Total
Imported

Count

not used / unaware

% of Total
Total

Count
% within Brand in use
% within E.awareness / aware
not used / unaware
% of Total

Eagle
Percentage of people aware:[25+37]/82=75%
Percentage of trial among aware:25/[25+37]=40%
Percentage of current users among trial users:9/25=36%

3. Conclusion regarding bicycle purchase behavior?

Eagle has a lesser awareness than Sohrab among the people i.e. 75% comparison to 94%.
Among the people who are aware of these brands Eagle is tried by 40% while Sohrab is tried by
80%. There are 36% Eagle users while 64% Sohrab users. Eagles image is negatively impacted
by weight as it requires more force to balance the cycle when the weight is heavy. Eagle user
retention is due to weight, strength and guarantee while Sohrab user retention is due to frame,
guarantee and quality.
4. Develop a profile analysis:

Brand in use
Sohra Mean
b
N
Std.
Deviat
ion
Eagle Mean

Falco
n

N
Std.
Deviat
ion
Mean

N
Std.
Deviat
ion
Impor Mean
ted
N
Std.
Deviat
ion
Total Mean
N
Std.
Deviat
ion

brand
name
5.794
9
39
1.239
26

peers
advic
e
5.128
2
39
1.454
20

Report
sales
man
per.
Price/v
recom experie qual appeara
fram alue of
.
nce
ity
nce
color
e
money
5.025 5.7436 6.53 3.8718 4.205 6.384 6.1026
6
85
1
6
39
39
39
39
39
39
39
1.441 1.1634 .719 1.50752 1.398 .7818 1.07103
62
3
87
86
8

durabi
lity /
reliabi weig stren light comfort
lity
ht
gth drive able seat
6.2051 4.538 5.743 5.666
5.0513
5
6
7
39
39
39
39
39
1.0558 1.210 1.271 1.221
.99865
0
61
51
16

warran
ty /
guaran
tee
6.4359
39
.82062

5.750 5.833
0
3
12
12
1.764 1.800
55
67

5.500
0
12
2.276
36

6.1667 6.83
33
12
12
1.5859 .389
2
25

2.5833 2.833 6.250 6.0833 6.0000 6.500 6.500 6.416

3
0
0
0
7
12
12
12
12
12
12
12
12
.66856 .8348 .6215 1.08362 1.4142 .7977 .6742 .6685
5
8
1
2
0
6

5.2500 6.6667

5.636 4.909
4
1
11
11
1.120 1.221
06
03

3.909
1
11
2.256
30

4.3636 6.18 4.0909 4.636 5.909 5.2727 5.5455 6.181 5.454 5.727
18
4
1
8
5
3
11
11
11
11
11
11
11
11
11
11
2.5796 .873 1.57826 1.804 1.136 1.27208 1.5724 .7507 1.634 1.190
4
86
04
18
9
6
85
87

5.2727 5.8182

4.700 4.300
0
0
20
20
2.002 1.688
63
97

4.300
0
20
1.894
59

5.6000 6.45 5.4500 5.800 5.350 5.2000 5.9000 6.550 5.500 6.400
00
0
0
0
0
0
20
20
20
20
20
20
20
20
20
20
1.6670 .604 1.31689 1.005 1.182 1.32188 1.3726 .6048 .9459 .6805
2
81
25
10
7
1
1
6

6.4500 6.1500

5.500 5.000
0
0
82
82
1.565 1.586
44
98

4.768
3
82
1.847
91

5.5854 6.51 4.0976 4.451 6.048 5.7683 6.0122 5.536 5.756 5.963
22
2
8
6
1
4
82
82
82
82
82
82
82
82
82
82
1.6476 .689 1.63004 1.588 1.004 1.22019 1.2619 1.362 1.212 1.082
8
32
17
96
2
60
70
35

5.4512 6.3171

12
12
.86603 .49237

11
11
1.00905 .98165

20
20
.60481 .48936

82
82
1.05588 .76784

For Sohrab and Eagle brand name

has same significance. Appearance
and color hinder the people to buy
Eagle cycle as they are the least
among all brands. On the other hand
the remaining attributes are similar
to Sohrab.

5. Profile Analysis:

Users are differentiated on

the basis income brackets
though the line graph. People
who are in more than 15000
income bracket do not think
much about the brand name
however they need all the
other attributes having higher
percentages.
While
the
people in Below 5000 income
bracket desire a famous brand
but
have
negligible
significance
for
color,
appearance and comfortable
seat.
6. Factor Analysis:

F
U
N
C
T
I
O
N
I
N
G

IMAGE
Image is the name of x-axis and Functioning is the name of y-axis. On the rotated space plot, Image
is comprised of variables qq8a, q8b, q8c, q8d, q8e, q8h, q8i, q8j, q8l, q8o i.e. quality, reliability,
warranty etc. Light drive/less effort, weight and comfortable seats i.e.q8n,q8m,q8k are the
variables in pedaling that effect the Functioning of bicycle. So these Functioning attributes must
have a positive effect on performance of the bicycle.

7. Preference Map:

While comparing Eagle and Sohrab we note

that Eagle is recommended higher but it is
not actually bought because of it is low on
image than Sohrab.
Imported bicycles are rated more on Image
than the local brands but are not
recommended due to their high prices.

8. Profile analysis:

Brand in use
Sohrab
Mean
N
Std. Deviation
Eagle
Mean
N
Std. Deviation
Falcon
Mean
N
Std. Deviation
Imported
Mean
N
Std. Deviation
Total
Mean
N
Std. Deviation

Recommendation

The following variables have highest

significance:
Peer advice & Salesman Recomm: 62.7%
Color & Appearance: 80.8%
Making 2 new variables:
Compute Recommendation=(q8b+q8c)/82.
EXECUTE.
Compute Image=(q8g+q8f)/82.
EXECUTE.

Report
Recommendation
.1238
39
.03184
.1382
12
.04573
.1075
11
.03527
.1049
20
.04043
.1191
82
.03781

Image
.0985
39
.03385
.0661
12
.01321
.1064
11
.03974
.1372
20
.02403
.1043
82
.03731

.1500
.1000

Sohrab
Eagle

.0500

Falcon
.0000
.0000

.0500

.1000

Image

.1500

Imported

It is seen from the line graph,

people in income bracket of Rs.
5000-10000 give a higher rating
to Sohrab on all attributes
making them equally important.

9. Perceptual Map
Making of 2 new variables:
COMPUTE
SohrabAppearance=(q9a3+q9
a2)/78.
EXECUTE.
COMPUTE
SohrabRidingExcitment=(q9
a9+q9a10)/78.
EXECUTE.

Income
Student

Below 5000

b/w 5000-10000

b/w 10000- 15000

More than 15000

Total

Sohrabs image in people in the

income bracket Rs.5000-10000
have the highest preference for
Appearance and
RidingExcitement. People in
income bracket below 5000
have 2nd highest preference.
The remaining follow.

Report
SohrabAppeara SohrabRidingEx
nce
citement
Mean
.12
.13
N
8
8
Std. Deviation
.038
.038
Mean
.14
.14
N
26
26
Std. Deviation
.040
.035
Mean
.15
.15
N
26
26
Std. Deviation
.025
.032
Mean
.12
.11
N
5
5
Std. Deviation
.065
.070
Mean
.10
.10
N
13
13
Std. Deviation
.043
.038
Mean
.13
.13
N
78
78
Std. Deviation
.042
.042

10. Segment Bicycle User:

Number of Cases in each
Cluster
Cluster

41.000

41.000

Valid

82.000

Missing

.000

Cluster 1 and Cluster have been developed, comprising of 41 variables.

Report
Clust
er
Num
ber
of
Case
1
2
Total

Prima
ry
trans
port

Loadi
ng
Purp
ose

Ridi
ng
fun

Styli
sh
Ride
s

Ridin
g
Comf
ort

Conve
n.
short
distan
ces

Conve
n.
long
distan
ces

Safe
ride

Bicy
cle
Thef
t

Qlty.
Pak.Bicy
cles

Better
Qlty.I
mp.

Light
weig
ht
bicyc
les

high
mar
ket
pric
es

3.853
7
6.853
7
5.353
7

2.146
3
6.170
7
4.158
5

5.00
00
4.90
24
4.95
12

4.31
71
5.31
71
4.81
71

4.36
59
6.04
88
5.20
73

5.317
1
6.341
5
5.829
3

2.878
0
5.414
6
4.146
3

3.04
88
5.21
95
4.13
41

4.24
39
6.17
07
5.20
73

4.2683

5.439
0
6.268
3
5.853
7

5.46
34
6.09
76
5.78
05

4.78
05
5.43
90
5.10
98

5.8780
5.0732

8.0000
7.0000
6.0000
5.0000
4.0000
3.0000
2.0000
1.0000
.0000

1
2

People in Cluster 1 give a higher rating to all the attributes than people in cluster 2 but there is one
common attitude i.e. Riding Fun.
Clust
er
Num
ber
of
Case
1
2
Total

bran
d
nam
e

peer
s
advi
ce

salesmanr
ecom.

per.
experi
ence

qual
ity

appear
ance

colo
r

fra
me

Price/v
alue of
money

durabi
lity /
reliabi
lity

wei
ght

stren
gth

ligh
t
driv
e

comfort
able
seat

warra
nty /
guara
ntee

5.07
32
5.92
68
5.50
00

4.48
78
5.51
22
5.00
00

4.0488

4.7561

4.7561

4.7683

5.5854

5.78
05
6.31
71
6.04
88

5.707
3
6.317
1
6.012
2

5.78
05
5.29
27
5.53
66

5.26
83
6.24
39
5.75
61

6.07
32
5.85
37
5.96
34

5.7073

6.4146

5.12
20
3.78
05
4.45
12

5.2683

5.4878

6.31
71
6.70
73
6.51
22

6.146
3
6.487
8
6.317
1

3.4390
4.0976

6.2683
5.7683

5.1951
5.4512

8.0000
7.0000
6.0000
5.0000
4.0000
3.0000
2.0000
1.0000
.0000

1
2

We can see that both the clusters are opposite, by comparing the preferences in the two clusters i.e.
cluster 1 people that need high level of satisfaction in all the attributes but they do not think about color
and appearance of cycle as opposed to cluster 2.
Crosstab

Brand in use

Sohrab

Eagle

Falcon

Imported

Total

Count
% within Brand in use
% within Cluster Number of Case
% of Total
Count
% within Brand in use
% within Cluster Number of Case
% of Total
Count
% within Brand in use
% within Cluster Number of Case
% of Total
Count
% within Brand in use
% within Cluster Number of Case
% of Total
Count
% within Brand in use
% within Cluster Number of Case
% of Total

Cluster Number of Case

1
2
17
22
43.6%
56.4%
41.5%
53.7%
20.7%
26.8%
2
10
16.7%
83.3%
4.9%
24.4%
2.4%
12.2%
6
5
54.5%
45.5%
14.6%
12.2%
7.3%
6.1%
16
4
80.0%
20.0%
39.0%
9.8%
19.5%
4.9%
41
41
50.0%
50.0%
100.0%
100.0%
50.0%
50.0%

Total
39
100.0%
47.6%
47.6%
12
100.0%
14.6%
14.6%
11
100.0%
13.4%
13.4%
20
100.0%
24.4%
24.4%
82
100.0%
100.0%
100.0%

Crosstab

Income

Student

Below 5000

b/w 5000-10000

b/w 10000- 15000

More than 15000

Total

Count
% within Income
% within Cluster Number of Case
% of Total
Count
% within Income
% within Cluster Number of Case
% of Total
Count
% within Income
% within Cluster Number of Case
% of Total
Count
% within Income
% within Cluster Number of Case
% of Total
Count
% within Income
% within Cluster Number of Case
% of Total
Count
% within Income
% within Cluster Number of Case
% of Total

Cluster Number of Case

1
2
7
1
87.5%
12.5%
17.1%
2.4%
8.5%
1.2%
11
16
40.7%
59.3%
26.8%
39.0%
13.4%
19.5%
7
20
25.9%
74.1%
17.1%
48.8%
8.5%
24.4%
4
2
66.7%
33.3%
9.8%
4.9%
4.9%
2.4%
12
2
85.7%
14.3%
29.3%
4.9%
14.6%
2.4%
41
41
50.0%
50.0%
100.0%
100.0%
50.0%
50.0%

Total
8
100.0%
9.8%
9.8%
27
100.0%
32.9%
32.9%
27
100.0%
32.9%
32.9%
6
100.0%
7.3%
7.3%
14
100.0%
17.1%
17.1%
82
100.0%
100.0%
100.0%

11. Conclusion:
Segmentation on basis of Income: There are same overall percentages of people who buy bicycle in the
income segments below Rs. 5000 and Rs. 5000-10000.
Segmentation on basis of Brand: Sohrab has higher market share compared to its competitors because it
is the most popular brand. If we look at the shares: Cluster1 = 44% and Cluster2 = 56%.