India two wheeler influencers differ across segments: JD Power Study
India two wheeler APEAL Study measures new two-wheeler ownership and ride quality feedback based on owner evaluation in first 2-6 months of ownership. Two-wheeler models included scooters (economy and executive) and motorcycles (economy, executive, upper executive, premium and premium plus).
Mohit Arora, executive director, J.D. Power Asia Pacific says performance satisfaction drivers vary for each India two wheeler product segment. Each product segment appeals to a specific demographic. Comfort is the key reason for a scooter purchase. Most impact on product performance satisfaction are seats (21 pct) and engine and transmission performance (20 pct).
For economy model segment motorcycles, ride handling (21 pct) and fuel economy (19 pct) are key drivers of satisfaction. Fuel economy is the top reason for purchase. In premium motorcycle segment, engine and transmission performance (24 pct) and looks and styling (18 pct) most influence product performance satisfaction. Looks and styling is key purchase driver in motorcycle premium segment.
Demographics plays a role in owner satisfaction. Meeting expectations of different demographic groups is critical to improved product performance and ownership experience. Median age of motorcycle owners in economy segment is 29. Median age is 24 years in the premium segment. 31 pct premium motorcycle owners are students. 10 pct of economy motorcycle owners are students.
2015 India two wheeler APEAL Study Rankings: Yamaha Ray/ Ray Z (859) ranks highest in executive model segment for scooters performing particularly well in seats, and ride and handling categories. TVS Sport (861) ranks highest in economy segment motorcycles performing well in control switches/ locks, and ride and handling categories. In executive segment, Hero Super Splendor and Honda CB Shine rank highest (848 each) having performed well in ride and handling category. Honda CB Unicorn and Yamaha FZ rank highest (857 each) in upper executive segment motorcycles performing well in engine and transmission performance category. TVS Apache RTR 180 (877) ranks highest in premium segment performing well in engine and transmission performance, and ride and handling categories.
Overall India two wheeler APEAL score averages 848. APEAL scores average 844 for scooters and 849 for motorcycles.Of highly satisfied owners (overall satisfaction of 926 points or higher), 75 pct ‘definitely would’ recommend their two-wheeler to a friend or relative. Majority (80 pct) two-wheeler owners are first-time buyers. Product performance satisfaction among first time buyers is 11 points higher than in repeat buyers (850 vs. 839) with most gap in fuel economy. 21 pct first time buyers indicate that average fuel consumption on their two-wheeler is less than expected. 29 pct repeat buyers say the same.
Overall initial quality satisfaction among two-wheeler owners delighted ( rating of 10 on 10-point scale) is higher than among those disappointed (ratings of 1 to 5) (922 vs. 714, respectively). Overall satisfaction among owners who receive information from their dealer during delivery averages 859 over 819 among those who do not receive such information. India two wheeler APEAL Study is based on evaluations from 10,283 vehicle owners who bought a new two wheeler between March 2014 and October 2014. 81 two-wheeler from nine manufacturers were studied from September 2014 to December 2014 in 45 Indian cities.