Acknowledgements We would like to thank all the people who were involved with this project and whose support and encouragement helped us complete the project. Indeed working on this project has been a truly enriching experience for us as a team. We are extremely grateful to Professor K. J. Jaims for entrusting our group with this huge responsibility. We wish to express a profound sense of gratitude to Prof. Jaims for his generous suggestions and valuable insights, without which this project would not have been a success. We would like to thank Mr. Rashid, Bullet mechanic, Manipal for his help in providing the necessary impetus in the exploratory phase. We also wish to express our thanks to Mr. Imran Jeddy, Ms. Deepti Jacob, Mr. Arijit Bhattacharya, Mr. Sandeep Menon and Mr. Arun for their constant support and help in providing us invaluable data and insights during the exploratory phase of this project. Last but not the least, we would like to thank all the respondents and our team members who participated and contributed towards the successful completion of this project.
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Acknowledgements
We would like to thank all the people who were involved with this project and whose support
and encouragement helped us complete the project. Indeed working on this project has been a
truly enriching experience for us as a team.
We are extremely grateful to Professor K. J. Jaims for entrusting our group with this huge
responsibility. We wish to express a profound sense of gratitude to Prof. Jaims for his
generous suggestions and valuable insights, without which this project would not have been a
success.
We would like to thank Mr. Rashid, Bullet mechanic, Manipal for his help in providing the
necessary impetus in the exploratory phase.
We also wish to express our thanks to Mr. Imran Jeddy, Ms. Deepti Jacob, Mr. Arijit
Bhattacharya, Mr. Sandeep Menon and Mr. Arun for their constant support and help in
providing us invaluable data and insights during the exploratory phase of this project.
Last but not the least, we would like to thank all the respondents and our team members who
participated and contributed towards the successful completion of this project.
Executive Summary
Research Objectives
The Research is aimed at the study of attitudes of Bullet Riders in Manipal. Bullet, or the
Royal Enfield stable of motorcycles have been an iconic brand in India. Every year, they
have sold modest numbers but despite low numbers, they continue to command a position of
respect and awe in the Indian motorcycle market. The objective of the study was to establish
a psychological and demographic profile of the Bullet Riders.
Concise Statement of Method
The Research was done in a number of Phases of study.
An initial Focus Group Discussion was conducted online with members of Bullet Clubs from
across the country. Each of these riders have more than 40,000 km to their credit and are
respected across the country in the Bullet community.
The findings from the FGD were taken into consideration to develop a questionnaire which
was subsequently filled up by Bullet riders from Manipal and other cities of the country and
also by Non-Bullet riders from Manipal.
The data collected was analyzed both quantitatively and qualitatively to arrive at a
representative customer profile for Royal Enfield motorcycles.
Summary of Findings
Despite our best efforts, we could collect data only from 17 Bullet riders and 20 users of
other two-wheelers.
We used Cluster Analysis, Multi-Dimensional Scaling, Factor Analysis for segregation of the
collected data into identifiable attitude determining portions.
From the study, we found that
1. Most Bullet riders exhibited Value-Expressive behavior while few others showed
Ego-Defensive attitudes.
2. While there was a wide range of age groups and backgrounds for people who used
Bullets and other RE motorcycles, most riders seemed to associate the motorcycle
with a sense of freedom and respect.
3. Most people exhibited an internal locus of control, quite contrary to the macho
strong-man image non-users held of the bike.
4. Most non-users turned out to be a price sensitive group with a slight tendency
towards an Ego-Defensive attitude with respect to strength.
5. There was also a dismally low recall of advertising campaigns by the company.
6. Quite a few riders also expressed that they might be willing to pay a premium for
the RE motorcycles as it is the feel of the bike and not the price that dictated their
choice.
7. The customer is seen a male professional, around 25 years of age, with a strong
internal locus of control.
Conclusion
1. Bullet riders are mostly Value-Expressive, with an internal locus of control and a
strong sense of independence.
2. The company has been cashing in on the iconic status it has and has done little to
reinforce its image amongst an exploding two-wheeler market.
3. The pricing of the motorcycle might also be looked upon as conservative.
Recommendations
Royal Enfield has for a while now targeted the youth market with lure of freedom.
However, they have done little to reinforce their position. Maybe advertising
campaigns targeted at the Value-expressive customer would enable the brand to reap
the benefits of its iconic position in a much more productive way. Also, most users
find it imperative for the company to improve its After Sales Service and Spares
availability.
Table of ContentsIntroduction...........................................................................................................................................5
Indian automobile industry...............................................................................................................6
Indian two wheeler market...............................................................................................................6
Profile of the Organization................................................................................................................8
Profile of the Products.......................................................................................................................9
Rationale for the Project..................................................................................................................11
45% of the respondents were students pursuing their graduation or post graduation studies and 31% were professionals. 18% of the respondents were self employed, 3% were ex-serviceman and 3% belonged to government services.
Gender
92%
8%
MaleFemale
92% of respondents were male and female respondents constituted just 8% of total responses.
Annual Income
53%
13%
18%
16%
Less than 1,20,000120000 to 3,59,9993,60,000 to 719999Above 720000
53% of the respondents had an annual income of lesser than 1,20,000, 18% had income between 3,60,000 and 7,19,999, 16% earned more than 7,20,000 per annum and 13% had income between 120000 to 3,59,999.
Bike Ownership
50%50%Bullet RidersNon Bullet Riders
Equal numbers of responses were collected from both the Bullet riders and the Non Bullet riders.
Age
39%
26%
18%
16%
20-2425-2930-34Above 35
40% of the respondents aged between 20 to 24, 26% between 25 to 29, 18% between 30 to 34 and only 16% aged above 35 years.
Classification of Bullet riders and Non-Bullet riders based on Demographic Data
Quantitative AnalysisObjective:
In order to understand the attitude of a bullet rider, we need to understand his buying behavior. The respondents were asked to rank 5 attributes such as Looks, Speed, Power, Mileage, Price and Brand. These were arrived at after the exploratory research phase. The data collected was for both bullet riders and non-bullet riders. Hence a comparison in the ratings given by both the groups would help us identify the specific factors which are differentiating the buying behavior of a bullet rider.
Methodology:
An independent sample T-Test was conducted on the total sample size of 38 respondents (19-Bullet Riders, 19-Non Bullet Riders) to compare the means of both the groups.
Results:
Notation: Bullet Riders -1; Non-Bullet Riders-0
Interpretation:
The results from the T-Test tell us that there is a significant difference in terms of the way they have rated the following attributes, since their significance value is less than 0.05. The null hypothesis is rejected and the alternate hypothesis is accepted.
Looks
Power
Brand
There is not a significant difference in the way the respondents have rated Mileage and Price. The main reason for this could be the increasing willing to pay more for the desired brand or bike. Speed has now become a hygiene factor and not a significant factor as it is the common need for both the groups.
Objective:
To understand the dependence of bullet riders on the factors Looks, Power and Brand. This would help us narrow down independent factors to only those factors which are highly important to differentiate a bullet rider from a non-bullet rider.
Methodology:
Cross-tabulation is used along with the Chi-squared Test to determine if there is a significant association between the dependant variable-BulletRiders and independent variables-Looks, Power and Brand.
Results:
Chi-Squared Test results:
Looks
Since the Pearson Chi-Square value is greater than 0.05, Looks do not have high association with the group a particular rider belongs to. This implies that the respondents in both groups have given importance to Looks.
The above bar chart tells us that in both the groups most respondents have given looks to be either 2nd preference or 1st preference.
Brand
Crosstabs
Total0 1
Brand 1 Count 4 13 17
% within Brand 23.5% 76.5% 100.0%
% within BulletRiders 21.1% 68.4% 44.7%
% of Total 10.5% 34.2% 44.7%
2 Count 8 2 10
% within Brand 80.0% 20.0% 100.0%
% within BulletRiders 42.1% 10.5% 26.3%
% of Total 21.1% 5.3% 26.3%
3 Count 3 2 5
% within Brand 60.0% 40.0% 100.0%
% within BulletRiders 15.8% 10.5% 13.2%
% of Total 7.9% 5.3% 13.2%
4 Count 2 2 4
% within Brand 50.0% 50.0% 100.0%
% within BulletRiders 10.5% 10.5% 10.5%
% of Total 5.3% 5.3% 10.5%
5 Count 2 0 2
% within Brand 100.0% .0% 100.0%
% within BulletRiders 10.5% .0% 5.3%
% of Total 5.3% .0% 5.3%
Total Count 19 19 38
% within Brand 50.0% 50.0% 100.0%
% within BulletRiders 100.0% 100.0% 100.0%
% of Total 50.0% 50.0% 100.0%
The table tells that there are 76 % people who are bullet riders and have given Brand to be their 1st preference in their buying decision making.
Chi-Square Test
Since the Pearson Chi-Square significance value is less than 0.05, Brand has a significant association with the kind of bike a person owns.
Power:
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 10.565a 4 .032
Likelihood Ratio 11.846 4 .019
Linear-by-Linear Association
4.460 1 .035
N of Valid Cases 38
a. 6 cells (60.0%) have expected count less than 5. The minimum expected count is 1.00.
Crosstab
BulletRiders
Total0 1
Power 1 Count 4 11 15
% within Power 26.7% 73.3% 100.0%
% within BulletRiders 21.1% 57.9% 39.5%
% of Total 10.5% 28.9% 39.5%
2 Count 2 5 7
% within Power 28.6% 71.4% 100.0%
% within BulletRiders 10.5% 26.3% 18.4%
% of Total 5.3% 13.2% 18.4%
3 Count 3 2 5
% within Power 60.0% 40.0% 100.0%
% within BulletRiders 15.8% 10.5% 13.2%
% of Total 7.9% 5.3% 13.2%
4 Count 7 0 7
% within Power 100.0% .0% 100.0%
% within BulletRiders 36.8% .0% 18.4%
% of Total 18.4% .0% 18.4%
5 Count 3 1 4
% within Power 75.0% 25.0% 100.0%
% within BulletRiders 15.8% 5.3% 10.5%
% of Total 7.9% 2.6% 10.5%
Total Count 19 19 38
% within Power 50.0% 50.0% 100.0%
% within BulletRiders 100.0% 100.0% 100.0%
% of Total 50.0% 50.0% 100.0%
The table tells us that 73 % of the people who are bullet riders have given , Power to be their 1st preference.
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 12.752a 4 .013
Likelihood Ratio 15.677 4 .003
Linear-by-Linear Association
9.880 1 .002
N of Valid Cases 38
a. 8 cells (80.0%) have expected count less than 5. The minimum expected count is 2.00.
Since the Pearson chi-Square significance is less than 0.05, Power has very strong association with the kind of bike a person owns.
Objective:
To reduce the number of factors that determines the buying behavior of a bullet rider. This will club together the relevant factors into one factor which is easier for us to interpret.
Methodology:
The multi-variate method, factor analysis can be used here to arrive at the factor groups.
Results:
KMO and Bartlett's Testa
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .636
Bartlett's Test of Sphericity
Approx. Chi-Square 48.938
df 15
Sig. .000
a. Only cases for which BulletRiders = 1 are used in the analysis phase.
The KMO test is test for goodness fit of the model. The value, Kaiser-Meyer-Olkin Measure of Sampling Adequacy is greater than .5 and the significance less than .05, which tell us that the model is good enough and will be useful.
Communalitiesa
Initial Extraction
Looks 1.000 .775
Speed 1.000 .737
Power 1.000 .846
Mileage 1.000 .671
Price 1.000 .756
Brand 1.000 .767
Extraction Method: Principal Component Analysis.
The proportion of variance in any of the original variables which is captured by the extracted factors is known as communality. The values are greater than 0.6, hence can be considered for our analysis.
Rotated Component Matrixa,b
Component
1 2
Power .908 -.143
Looks .869 -.144
Brand .851 -.205
Speed .824 .240
Price .063 .867
Mileage -.209 .792
The rotated component matrix gives the loading of each variable on each of the extracted factors. Values close to 1 represent high loadings and those close to 0, low loadings.
The above matrix tells us that the component 1 is highly loaded by Power, Looks and Brand. Speed is located somewhere in between component 1 and component 2 but close to component 1.Component 2 is highly loaded by Price and Mileage.
The above analysis clearly tell us that Brand, Power and Looks form one factor which are determining the buying behavior of the bullet riders. Speed can also be considered in the same factor group.
Objective:
To determine the different segments in the bike market based on the customer’s value perception. This will help us to clearly identify the psychographic profile of our target customer.
Methodology:
Hierarchical cluster analysis is used to determine the number of clusters that exist in the data. The second stage is the K-means ( quick cluster) output with a pre-determined number of clusters to be specified.
Results:
Agglomeration Schedule
Stage
Cluster Combined
Coefficients
Stage Cluster First Appears
Next StageCluster 1 Cluster 2 Cluster 1 Cluster 2
1 22 27 .000 0 0 2
2 22 30 1.000 1 0 7
3 15 23 1.000 0 0 9
4 3 6 1.000 0 0 8
5 20 25 2.000 0 0 9
6 14 19 2.000 0 0 22
7 13 22 2.333 0 2 13
8 3 33 2.500 4 0 10
9 15 20 2.500 3 5 17
10 3 16 2.667 8 0 14
11 36 38 3.000 0 0 30
12 24 29 3.000 0 0 25
13 10 13 3.750 0 7 28
14 3 31 4.000 10 0 17
15 17 32 5.000 0 0 19
16 1 8 5.000 0 0 23
17 3 15 5.250 14 9 22
18 9 11 6.000 0 0 37
19 2 17 6.500 0 15 21
20 12 26 7.000 0 0 31
21 2 21 7.333 19 0 29
22 3 14 7.333 17 6 25
23 1 7 7.500 16 0 26
24 28 37 8.000 0 0 28
25 3 24 10.227 22 12 32
26 1 35 10.333 23 0 31
27 4 5 11.000 0 0 29
28 10 28 11.800 13 24 32
29 2 4 12.250 21 27 33
30 18 36 13.500 0 11 34
31 1 12 14.750 26 20 34
32 3 10 15.011 25 28 33
33 2 3 20.833 29 32 36
34 1 18 22.000 31 30 35
35 1 34 22.778 34 0 36
36 1 2 30.585 35 33 37
37 1 9 32.778 36 18 0
Dendogram:
The above Dendogram clearly tells us that are 2 major clusters of data available to us.
K-means Cluster Results:
Final Cluster Centers
Cluster
1 2
SenseofFreedom 3 1
SpeedandThrill 4 2
Convinience 4 2
SenseofControl 4 2
ToShowOff 2 4
The values close to 1 indicate higher loading to that particular factor since the rankings were asked to be given from 1-5,Highest-1 and Lowest-2.
Hence the cluster 1 is governed by Speed and Thrill, Convenience and Sense of Control. Cluster 2 is governed by the factor, to show off .Sense of freedom is prevailing in both the clusters with higher loading in the cluster 2.
Objective :
To determine the significance of the association of psychographic variables: Sense of Control, Sense of freedom and Speed and Thrill, on the kind of bike a person owns.
Methodology:
Cross-tabulation and Chi-square test can be used to test the significance of association of these variables on our dependant variable.
Results:
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 10.566a 4 .032
Likelihood Ratio 13.247 4 .010
Linear-by-Linear Association
3.020 1 .082
N of Valid Cases 38
The Pearson Chi-Square significance value is less than .05, hence sense of control is highly significant in terms of the bike a person owns.
Crosstab
BulletRider
Total0 1
SenseofControl 1 Count 2 9 11
% within SenseofControl 18.2% 81.8% 100.0%
% within BulletRider 10.5% 47.4% 28.9%
% of Total 5.3% 23.7% 28.9%
2 Count 4 4 8
% within SenseofControl 50.0% 50.0% 100.0%
% within BulletRider 21.1% 21.1% 21.1%
% of Total 10.5% 10.5% 21.1%
3 Count 6 0 6
% within SenseofControl 100.0% .0% 100.0%
% within BulletRider 31.6% .0% 15.8%
% of Total 15.8% .0% 15.8%
4 Count 5 4 9
% within SenseofControl 55.6% 44.4% 100.0%
% within BulletRider 26.3% 21.1% 23.7%
% of Total 13.2% 10.5% 23.7%
5 Count 2 2 4
% within SenseofControl 50.0% 50.0% 100.0%
% within BulletRider 10.5% 10.5% 10.5%
% of Total 5.3% 5.3% 10.5%
Total Count 19 19 38
% within SenseofControl 50.0% 50.0% 100.0%
% within BulletRider 100.0% 100.0% 100.0%
% of Total 50.0% 50.0% 100.0%
The above table tells us that 81 % people who had rated Sense of Control as their number 1 preference were bullet riders. The reason for this could be the kind of stability and comfort a bullet rider associates his bike with.Sense of Freedom:
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 2.561a 4 .634
Likelihood Ratio 2.963 4 .564
Linear-by-Linear Association
.674 1 .412
N of Valid Cases 38
The significance Pearson Chi-Square is 0.634 which is greater than .05,hence Sense of freedom is not significant in determining the kind of bike a person owns.
Speed and Thrill:
Chi-Square Tests
Value dfAsymp. Sig. (2-sided)
Pearson Chi-Square 6.971a 4 .137
Likelihood Ratio 8.604 4 .072
Linear-by-Linear Association
.235 1 .628
N of Valid Cases 38
The significance Pearson Chi-Square is 0.137 which is greater than .05,hence Speed and Thrill is not significant in determining the kind of bike a person owns.
Hence, we can conclude that out the major psychographic variables that form the part of the target segment ,it is the sense of control with which the bullet is associated with is the most significant factor.
Competitor Analysis using Multi Dimensional Scaling
From the Multi Dimensional Scaling we arrive at this plot where the 10 motorcycles are
plotted according to two Dimensions:
1. Dimension-1: Motorcycles which score high on Dimension-1 are Royal Enfield
Bullet, Royal Enfield Thunderbird, Yamaha Enticer, and Bajaj Avenger.
From the general perception of these bikes, we can estimate Dimension-1 to be a
combination of Ride Comfort and Sense of Freedom parameters. So the motorcycles
that have a tourer, or low-rider image score higher along this dimension.
2. Dimension-2: With the Hero Honda Splendor the Highest scorer on Dimension-2, we
can estimate this to be a more cost sensitive dimension, where the total Vehicle
Operation Cost of a vehicle has been considered. Hero Honda Splendor with its
legendary mileage figures, scores very high on this dimension.
Looking at the plot derived from the responses, we can find the various motorcycles
grouping themselves into representative zones. The Royal Enfield motorcycles are
clubbed closely together showing that they are perceived very similarly. The Bajaj
Pulsar 220 and the Yamaha R15 are located close to each other given their
performance based image of being sporty bikes. Contrary to the marketing
communication trying to position Hero Honda Karizma as a sporty bike, it seems to
have made more of an impact as a tourer than a sport model.
The Yezdi’s placement seems to be biased as most Yezdi owners are die-hard
enthusiasts to be maintaining a motorcycle that has been out of production for quite
some time now and frequently report service and spares issues. Even then it seems to
be a costly proposition with a typically enthusiasts position in the plot.
The Avenger with its 200cc engine seems closer to the Royal Enfield bikes, and at
175cc, the Enticer hovers around this region.
The Yamaha RX100’s position is unique. It has been out of production for a while, a
2-stroke bike that does not feature latest technology and has a moderate operating
cost. However, since the study was based mostly in Manipal, the large number of
student hand-me-down RX100’s and RX135’s makes this a popular choice in this
region. We doubt if it would have the same position outside Manipal as well.
Also the Hero Honda Karizma’s position shows that people find it to be quite a
balanced vehicle along these two dimensions. However, it lays to rest Hero Honda’s
“Fill It-Shut It-Forget It” proposition.
Perception about Spare Parts Availability
47%
9%
21%
24%
They are readily availableWe don’t get them readily in Manipal. Cities have themThey do not have good spares supply.Major headache!
53% of the respondents are discontent with the availability of spare parts out of which 23% of them describe the situation as Major headache for them.
After Sales Service
68%
18%
14%
Specialist MechanicCompany Service StationI do it myself
None of the respondents trust any other mechanic for the service of their bullet and prefer to go to a specialist mechanic (68%) or a company service station (18%). 14% of the respondents trusted their knowledge about bike and preferred to service it by themselves.
Barriers of Purchase
14%
10%
28%
10%
3%
21%
14%
High maintenancePoor after Sales ServiceHigh PriceLow MileageNoisy vehicleIt’s too heavy. Not for meNot sporty enough
Maximum number of people (28%) described the reason for their reluctance from buying Bullet as the high price associated with it while 21% said that a heavy bike like bullet was not suitable for them. Third biggest reason as the barrio of purchase is the high maintenance required for the bike and the bike not being sporty enough. The noise produced by the bike during its run affected the least number of respondents while 10% of respondents each, refrained because of the low mileage and the poor after sales service of Bullet.
Media HabitsWhat should Bullet ads show?
4%23%
27%
10%
20%
16%
SpeedPowerRespectLookComfortReliability
A major 50% of the respondents feel that Bullet ads should reflect respect and power instead of focusing on any other charcteristic of the bike like speed,comfort, look or reliability; with 27% responding in favor of respect and 23% in favor of power.
Newspaper Reading Habits
41%
24%
9%
8%
18%
Times of India The HinduEconomic TimesDeccan chronicleOthers
Times of India and The Hindu enjoy a huge market share of 65% together among the bike riders as most popular newspapers. Out of the 14 options provided to the respondents, remaining 12 are read by only 35% of the bike riders with Economic Times and Deccan chronicle preferred by 17% by of the respondents.
Popular Websites Viewed
02468
101214161820
Series1
Most of the bikers visit at least one automobile related website to keep themselves updated. Royalenfield is the most visited website, followed by team-bhp and Harley-davidson, by the bike riders in automobile related websites’ category.
Magazine Reading Habits
India Today Reader's Digest
Bike India Auto Car India
OverDrive Outlook Others0
2
4
6
8
10
12
14
16
Out of the 15 magazines from different categories, the most popular magazine among the bike riders is OverDrive followed by AutoCar india and India Today. Automobile magazines dominate the share (53%) among the bike riders in comparison to other magazines from political, healthcare, business or entertainment category.
Social Media Habits
Facebook Orkut Twitter Others LinkedIn Hi50
5
10
15
20
25
30
35
Social Media industry is largely dominated by Facebook and Orkut among the bike riders with around 63% of the bike riders using one of the two websites for socialization.
Other findingsPlace of Purchase
58%
37%
5%
ShowroomDirect Second handUsed vehicles dealership
58% of the Bullet riders prefer to buy their bike from showroom only and 37% may buy it Second hand dircetly. But none of them buys the bike through brokers which shows that reliability of an outside party is low while making the purchase decision among the Bullet riders.
Effect of Influencers
58%
42%
I decided before buyingFriend/Colleague
Personal decision is the biggest influencer in the buying decision of Bullet riders while 42% follow the suggestion of friends and colleagues. But reinforcing the fact that reliability of an outside party is low for Bullet riders, none of them are influenced by the recommendations of private dealers or any company employee.
Advertisement Effectiveness
44%
19%
36%
Everybody makes way for the Bullet TV CommercialLeave Home print AdDon’t really recall seeing one
Out of the 3 TV commercials and 2 print ads mentioned in the questionnaire, 2 TV commercials and 1 print ad have failed to register the eyes of the respondents completely. While the maximum number (45%) of respondents could recall one of the TV commercial, a large number of respondents (36%) couldn’t recall seeing any ad of Bullet.
Physique Personality
Culture (Values)Relationship
Reflection Self Image
Qualitative AnalysisAccording to Jean-Noël Kapferer, the image of a brand can be established using a human
metaphor who is perceived by customers in the same way as they would perceive the brand.
There are various factors that go into creating this identity for a brand and in the Kapferer’s
model six of these factors go into making the Brand Identity Prism.
In the case of the Bullet, the factors were discussed in detail with the interviewees and the
findings were as follows:
1. Physique (Appearance) - The significant physical image that comes to the mind of
the respondents when they think about Hunk are its muscular looks, Fuel tank and the
bull.
Most respondents felt that the bike looks best when in Black.
2. Personality – When respondents were asked what the personality of the bike was or
to describe the person if Bullet were one, the following response was obtained.
“Bullet will be a well built & confident male, aged between 25 – 35 years. He has
good height and is a professional whose annual income is between 2 and 5 Lakhs.”
Bullet was related to the following celebrities – John Abraham, Milind Soman,
Mahendra Singh Dhoni, Sanjay Dutt, Akshay Kumar and Salman Khan. This shows
an affinity for well built males with a confident image. Most of the respondents
idolized action heroes.
3. Culture – Most common associations when it came to culture exhibited extreme
Value-expressive attitude. Most people found the representative culture to be Firm yet
Polite, which is characteristically Asian. They felt the identity would be truthful,
respected and have to ability to stand out in a crowd by the dint of his ability. The
partying, loud, rebellious image was wholly negated in favor of the Freedom loving
image.
PhysiqueMuscular look, Fuel tank, Black Bull
PersonalityMasculine, Well Built, Confident
Culture (Values)Polite, Firm, Asian, Honest, Standing Out