Research

on Bull
Dog
Securitie
s
Study was conducted on pure target audience (expected customers) To
by using internet in the form of public thread and questionnaire
through mail, leads were from www.pakwheels.com a website
understand
designed for and run by automobile enthusiasts. 10 questionnaires brand
were filled by ladies specially chosen from Mon. Gommery Road
awareness
Brand Research
OBJECTIVE AND SCOPE OF STUDY
Primary objective: To know Brand Awareness of Bull Dog Securities

SAMPLING METHODOLOGY

SAMPLE SIZE: 200 RESPONDENTS

SAMPLING AREA: Lahore, Faisalabad, Multan, Gujranwala, Peshawar

SAMPLING TECHINQUE: used multi stage sampling by first the population targeted is divided into above
mentioned strata then subdivided and choose our target markets and in the end used non probability
sampling and convenience sampling.

Study Area: study was conducted on pure target audience (expected customers) by using internet in the
form of public thread and questionnaire through mail, leads were from www.pakwheels.com a website
designed for and run by automobile enthusiasts. 10 questionnaires were filled by ladies specially chosen
from Mon. Gommery Road

SUMMARIZED ANALYSIS OF THE SURVEY CONDUCTED

Q-1) what is your gender?

Table - 1

GENDER PERCENTAGE FREQUENCY

Male 95 190

Female 5 50
 200
190
180
170
160
150
140
130
120
110
100 Female
90 Male
80
70
60
50
40
30
20
10
0
percentage frequency

Interpretation

The graphical representation of table shows that out of 200 respondents, 190 were male and 10 were
female

2) How old are you?

TABLE - 2

AGE PERCENTAGE FREQUENCY

17-22 10 20

23-28 10 20

29-34 20 40

35-40 10 20

41-46 30 60

47 AND ABOVE 20 40
 PERCENTAGE

17-22
23-28
29-34
35-40
41-46
47 AND ABOVE

Interpretation

The graphical representation shows that the majority of the respondents were in the age bracket of 41-
46.

Q-3) Income level of respondent family

Table - 3

INCOME LEVEL (6months) PERCENTAGE FREQUENCY

LESS THAN 50,000 7.5 15

50,000 - 1,00,000 22 44

1,00,000 - 3,00,000 35 70

3,00,000 - 5,00,000 19 38

5,00,000 & ABOVE 16.5 33

 Income Level (bi-annually)
100
80
60
40
20
0
0 0
,0 0 0
50 ,0 0 0
N ,00 ,0 0 0
HA 1 00 ,0 E
SS
T
00
-
- 3 ,
,00 BOV
LE ,0 0 - 5 A
50 00 0 &
0, 00 0
1,
0 0, 00
3,
0 0 0,
5,

PERCENTAGE FREQUENCY

Interpretation

The graphical representation shows that majority if respondent fall in the income level of 100,000-
300,000.

Q-4) what’s the first thing you do after buying a new car?

TABLE - 2

Particulars Number Percentage

Change tires and rims 56 28

Install new music system 32 16

Install security service 98 49

Get a new body work 14 7

 100
90
80
70
60
50
40
30
20 Number
10 Percentage
0
s
rim m
an
d
y ste ice
es ic
s rv or
k
tir us y se w
ge m rit dy
an ew ecu bo
Ch ll n ll s w
sta sta a ne
In In t
Ge

Interpretation

The graphical representation shows that the buying security service and related products is top of
buying priority.

Q-5) which of the following attributes you associates with auto accessories product? Give first choice
that passes your mind.

Table - 3

Particulars Numbers Percentage

Affordable 56 28

Reliable 66 33

Stylish 30 15

Appeal to Personality 32 16

Others 16 8
 100
90
80
70
60
50
40 Numbers
Percentage
30
20
10
0
Affordable
Reliable
Stylish
Appeal to Personality
Others

Interpretation

The graphical representation shows that the most people associate reliability and affordability with car
accessories

Q-6) which brand would you consider if you were going to buy auto accessories product? Music or
securities relative to choice of task you perform first if music and or security was not your choice
please leave the question!!

Table - 4

Particulars Numbers Percentage

Kenwood 12 9.2307

Pioneer 20 15.384

Steel mate 23 17.692

Others (China made or Local 75 57.692

service)
 Market Standing
Kenwood
9% Pioneer
15%

Others (China made or Local service)

58%

Steel mate
18%

Interpretation

Most people consider Local (in market and factory fitted) and Chinese products more than others

Q-7) when would you change your car accessories?

Table - 5

Particulars Numbers Percentage

When-ever new features come 32 16

When I get bored 10 5

When it stops working 86 43

Probably buy once in five years 56 28

Change my car before time 16 8

comes
 Change schedule
Change my car before time comes
8%
When-ever new features come
16%
When I get bored
Probably buy once in five years 5%
28%

When it stops working

43%

Interpretation

The Pie Chart shows that people buy when they stop working

Q-8) do you consider any company good enough for repeat use and referral?

Table - 6

Particulars Numbers Percentage

Definitely Not 45 22.5

Probably Not 16 8

Not Sure 58 29

Probably Yes 62 31

Definitely Yes 19 9.5

 Market Standing
Definitely Yes
10% Definitely Not
23%

Probably Yes
31% Probably Not
8%

Not Sure
29%

Interpretation

The Pie Charts shows that people will probably refer our products to others if it provides good service.

Q-9) Rate a digital signature security system with GSM chip, GPS and Push Start?

Table - 7

Particulars Numbers Percentage

Lamest 8 4

Lame 16 8

May be Cool 52 26

Cool 45 22.5

Radical 79 39.5
 Brand Opportunity
Lamest
4% Lame
Radical 8%
40%

May be Cool
26%

Cool
23%

Interpretation

The Pie Charts shows that the people rated radical and/or cool to our proposed product

Q-9) What Price would you be willing to pay for these features?

Particular Numbers Percentage

Won’t Buy at all 7 3.5

20,000-30,000 54 27

30,000-40,000 79 39.5

40,000-50,000 42 21

50,000-60,000 18 9
 Brand Pricing
50,000-60,000 Won’t Buy at all
9% 4%
20,000-30,000
40,000-50,000 27%
21%

30,000-40,000
40%

Interpretation

Most people are willing to pay in 30,000-40,000 brackets for our proposed product

Findings
 Majority of the respondent are Male

 Majority of the respondents were in the age bracket of 41-46

 Majority of respondent fall in the income level of 100,000-300,000

 Buying security accessories is top of buying priority list

 For people to actually buy the product it has to be reliable and affordable

 People prefer Chinese and local products over others because they are affordable

 If we deliver good there is a probability that people would refer more customers

 People consider our product worth trying

 People would buy in a price range of 30,000-40,000

Conclusion
 People immediately after buying a car start thinking of upgrades in terms of tires and rims/
security products.

 Auto accessories brand are mostly targeted towards the male, they should also concentrate on
the potential female segment of the market.

 Auto accessories product are mostly targeted to youth, they should also expand the target
audience age from 41-46