MDP: What Should TML do to increase sales of Ultra Trucks 812 and 912?

1 What are the attributes customer evaluate while purchasing trucks?

a. What are the various needs (Tangible/Intangible) associated with buying of Ultra Trucks?
2 What are the choices criteria of Truck purchase in 8T and 9T category?
3 What are the major information sources for truck customer?
4 Who are the major purchase influencers for customer while making a purchase decision?
5 What is the influence of company led sales promotional event on buying behaviour?
6 What are the situational factors which influence the sales of the Ultra trucks?
7 What are attirubutes liked by customer in competing products like 909HEX2,
8 What are barriers to purchase of Ultra Trucks by customer?
1a Convenience in travelling is the most important need of customer buying Ultra Truck
1b Confidence is the most important tangible benefit achieved by Ultra truck buyer
1c Visual appeal is most important tangible benefir achieved by Ultra truck buyer
2, 6 Overload performance is the most important criteria for customer
3a Peers are the most important information source for the customer
3b News paper advrtisement is the most important information source for the customer
4 Drivers/mechanics are the most important purchase influencer for the fleet owners
5a Demo is the most important sales promotional event influencing purchase of Ultra truck
5b Test Drive is the most important sales promotional event influencing purchase of Ultra truck
5c Low Down payment scheme is the most important sales promotional event influencing purchase of Ultra truck
5d Free insurance scheme is the most important sales promotional event influencing purchase of Ultra truck
7a Overload capacity is the most liked attirubute in 909HEX2
7b Non-radial tyre is the most liked attribute in 909HEX2
8a Payload capacity is the most important barrier for buying ultra trucks
8b GVW is the most important barrier for buying ultra trucks
Additional Hypothesis
a Ultra truck buyers are Technologically sound
b Ultra truck buyers are Caring for their staff
Research Problem:
Hypothesis
What are the various needs (Tangible/Intangible) associated with buying of Ultra Trucks?
Test Drive is the most important sales promotional event influencing purchase of Ultra truck
Low Down payment scheme is the most important sales promotional event influencing purchase of Ultra truck
Free insurance scheme is the most important sales promotional event influencing purchase of Ultra truck