Ducati Sports and Cruisers Bike From Buyers Point of View - Research Paper Example

Ducati Sports and Cruisers Bike From Buyers Point of View Introduction In a world where things move at a fast pace; oftentimes, customers across the world seek speed and performance in everything they possess. The concept of sports bike and cruisers in based on speed and performance that is often being admired by many enthusiastic riders across the globe. With Ducati grabbing all the headlines as one of the highlight admired and desired motor bike manufacturers, customers have a number of options and choices to indulge themselves into the sheer fun of interacting with the wind and breeze in a manner that amazes few and sedates few. The research aims at highlighting the customers’ preferences for Ducati sports bikes and Ducati cruisers. Both the bikes have different features and qualities attracting different set of customers. It needs to be mentioned that attraction is based on personal attributes that gets strong when the other side also highlights same attributes. Ducati manufactures both racing and road bikes based in Italy. It is known for its high performance motorcycles having a unique style statement and appeal that drives people crazy before they drive it on streets. With a number of enthusiastic bike riders accepting Ducati as an important part of their lives; the most important question that still remains to be answered is the preference of customers for Ducati Sports Bike and Ducati Cruisers. It is quite obvious for amateurs and professional riders to develop their likeliness for a particular kind of bike but what makes them develop that likeliness and preferences is yet to be analysed. The research aims at underpinning the difference between the two bikes along with identifying the buying preference of customers for them in an analytical manner. This will require a thorough analysis and understanding of consumer behaviour based on primary research and understanding of beliefs, ideas, values and perceptions. This will also help in analysing the role of customer preference that is driven by their personality and opinions of others. Research Aim The research aims at understanding and identifying the perception and preference level of customers for Ducati Sports Bike and Ducati Cruisers. The research also aims at analysing reasons behind their preference based on the primary research. Research Objectives In order to achieve the research aims, research objectives have been designed. The research objectives are as follow: To analyse the preference for Ducati Sports Bike and Ducati Cruisers To identify reasons for their preferences Research Question The research is based on understanding the preference and acceptance of customers for Ducati Sports Bike and Ducati Cruisers. The research question is “Why does one group of people opt for Ducati Sports Bike while others opt for Ducati Cruisers”. Research Design Research design can be considered as one of the most important tools in conducting the research in quest for positive results. Ader et al, (2007), stated that the research design is concerned with what question to study, what data are relevant, how to collect those data and how to analyse those data in an effective and efficient manner. Usually, qualitative and quantitative research plays an important role in the research design. Qualitative research design is based on the theoretical aspects of the chosen topic based on analysing the literature while quantitative research design is based on analysing the collected data through statistical tools to derive conclusion and results based on the result question to achieve the proposed aim and objectives of the research. In quantitative research design, it is important to assess the variables along with relating them with the research question. Variables in this particular research can be personal attributes, likeliness and personality, opinions and personal and brand image. All these variables can be analysed through primary research and data collection methods through the use of questionnaires and interviews. However, in this particular research, interviews can be considered as a feasible and appropriate option. Interviews will help in communicating with the riders on a personal basis along with analysing their preference and likeliness for the sports bike and cruisers. On the other hand, questionnaires can be of great help in analysing data and variables using statistical tools and methods. However, interviews seem to be the most appropriate tool supporting the quantitative research design. On the other hand, qualitative research design is based on analysing the literature and theoretical aspects of the research topic by involving with the research variables and participants to derive conclusions. Ethnography is a qualitative research method that aims learning and understanding the attributes and phenomenon of a community (Agar, 1996). It studies people, their beliefs, ideas and preferences along with identifying reasons behind such ideas and beliefs. This also helps in addressing a particular community rather than the whole population. Thus, it can be said that ethnography is ideally suited for the qualitative research to identify the preference of riders for Ducati Sports Bike and Ducati Cruisers. Thus, the research design is based on qualitative and quantitative research designs with qualitative design helping in addressing the preference of bike users and quantitative research design helping in analysing the variables and data through interviews to identify the preference for sports bike and cruisers. Overall, this will also help in achieving the proposed aim and objectives of the research in a desired manner. Sample Selection It needs to be understood that the whole population cannot be targeted and selected for the purpose of interview ands few samples need to be selected from the population. Sample selection is based on snow ball sampling and self selection sampling methods. Snow ball sampling is based on identifying key respondents who can be of great help in achieving the aim and objectives of the research based on their views, ideas and knowledge. These respondents are further asked to identify similar individuals who can be interviewed and the whole process becomes a chain of individuals having similar tastes and preferences but different ideas and perceptions (Saunders, et al, 2007) On the other hand, self selection sampling method is based on selecting respondents by analysing their attributes and knowledge. Usually, the researcher selects respondents through advertisements and personal sources. In this research, snow ball sampling methods will be preferred helping the researcher to identify few individuals willing to buy or have Ducati Sports Bike and Ducati Cruisers. These individuals will be further asked to identify other people having similar preferences and tastes for Ducati Sports Bike and Ducati Cruisers. Sano ball sampling method helps in saving time, money and energy along with identifying respondents who can be of great help in the entire research. Once, samples will be identified, an invitation letter will be mailed to them along with the consent form highlighting the purpose and importance of the research along with their role and contribution in making the research successful. After getting their positive response, the researcher will start the interview process at the mutually decided place. All the necessary information pertaining to the data collection methods has been presented in the next part in an illustrative manner. Data Collection Methods Data will be collected through open ended interviews from 20 respondents. It needs to be understood that large number of respondents may pose great difficulty in transcription. This will also lead to minimal and inappropriate data and results. Twenty respondents selected through snow ball sampling method will be interviewed at a mutually decided place where each respondent will be interviewed for 20 minutes. A total of six questions will be asked on the why few of them buy sports bike while others buy cruisers. Once, responses are collected, common themes will be identified and responses will be analysed qualitatively to form conclusions and results. This will help in achieving the aim and objectives of the research in a desired and logical manner. Research Question Addressing the Management Problem The research question addressing the management problem is “How to ascertain the preference of people for Ducati Sports Bike and Ducati Cruisers”. The research question can be addressed through the primary research in a logical and critical manner. Persuasive Report It is important to identify the key issues and problems from the management perspective. There does not seen to be any problem or issue other than to identify the preference level for Sports bikes and Cruisers. The management can conduct a thorough research on existing and potential Ducati riders to identify their preferences and reasons behind the preference. This will help in promoting bikes and cruisers in a desired manner along with extracting benefits and profits in the competitive business environment. The present research can be of great help in identifying the preference, attributes and buying behaviour of Ducati riders in a logical and systematic manner. REFERENCES Ader, H. J., Mellenbergh, G. J., & Hand, D. J. (2008). Advising on research methods: a consultant's companion. Huizen: Johannes van Kessel Publishing Agar, Michael (1996) “The Professional Stranger: An Informal Introduction to Ethnography”. Academic Press. Mark Saunders, Adrian Thornhill, Philip Lewis (2007), Research Methods for Students, 4th Edition, Prentice Hall Read More