TEAM
DAT
BIKE
Factors Affecting On Consumer Behavior on Datbike
Weaver 200 at Datbike Company
MEET THE TEAM
LE NGOC TIEN NGUYEN VAN HAY DINH LE TRUONG GIANG
Product Developer Markter Sale
TRẦN THANH VĂN NGUYỄN QUỲNH ANH
Marketing Customer Service
MAIN CONTENTS
O1 OVERVIEW OF DATBIKE
O2 SEGMENTED CONSUMER
O3 SENSORY PERCEPTION
O4 FACTOR AFFECTING ON CONSUMER
BEHAVIOR
O4 RESULT
OVERVIEW
Background
• Dat Bike was founded in 2019 by Mr. Nguyen Ba
Canh Son
• Dat Bike has received strong support from customers
and recorded a 10-fold increase in revenue
• Weaver 200 can travel 200 km and has a powerful
capacity of up to 6 kW
OVERVIEW
VISIO
N
Dat Bike aims to break down the barriers
people often think of electric motorbikes
and follow the goal of "greening" the
motorcycle market.
MISSIO
N
The mission that Dat Bike want to
convert all petrol motorcycle in
Southeast Asia into electric
motorcycle.
OVERVIEW
S T R AT E G Y
Developing based on the motto "early, fast and
continuously improving" from customer
feedback about the product.
Gain market share $8 billion two-wheeler market
in Vietnam
Launch a new model each year with many
improvements compared to the old version
OVERVIEW
Core product
Intended Function
• The motorbike is also capable of accelerating from 0 to 50
km / h in just under 3 seconds and has a maximum speed of
80 km / h
• Just charge for 3 hours, motorbike can run 100 km
• These things will remove the barrier in people's minds that
electric motorbike won't be able to go as well as gas
motorbike
OVERVIEW
Core product
Datbike Weaver 200
Experiental experience
• Datbike was made with classic Cafe racer design.
This design is suitable for young people who want
to have a vintage feel
• DatBike targets customers who tend to prefer the
experience and they want to use products that
satisfy their emotions
OVERVIEW
PRODUCT LINE
Datbike Weaver++
Datbike Weaver 200
SEGMENTED CONSUMER
DEMOGRAPHIC
Age From 25 to 44
Gender Mainly male
Occupation Employee, Student,
Economic conditions from
Income
medium to high
Location Customers in Ho Chi Minh
City and big city
PSYCHOGRAPHIC
• Inheriting the classic design style
• Following the trend of Cafe Racer
• Suitable for young people who
pursue a personal style
BEHAVIORAL
• Cognitive stage: Based on Datbike's marketing
campaigns that customers will have knowledge about
Datbike products
• Affect stage: The user has gradually formed product
awareness with the information in the previous step
• Behavior stage: A decision-making step based on
product perceptions, if consumers have a good
perception of Datbike, they will buy the product
SENSORY COLOR
PERCEPTION
2 main colors: black and orange
Black: strong, increase luxury. And with a slightly
nostalgic design, Datbike is aimed at male customers,
so Black was chosen.
Orange: is a bright color, combined with black to help add
highlights to Datbike's electric vehicles. Orange is a
symbol of youth and energy.
TOUCH AND FEELING SENSORY
Unexpected performance
PERCEPTION
Without feeling the delay
Easier and smoother driving experience
Less annoying vibrations
SENSORY DESIGN AND LAYOUT
PERCEPTION
Classic design but no less modern
Equipped with a modern electronic instrument
cluste
Can be connected to the vehicle through an application on
the phone.
COMPETITOR
GROWTH
Leading the electric vehicle market in terms of annual data is
Honda with sales up 21.2%.
In second place are Yamaha (+17.3%) and Pega (+6.1%).
In the last 12 months, Dat Bike's revenue has increased 10
times.
Although the growth rate increased much, it did not have a
stable trend.
COMPETITOR
Market share
• Datbike only accounts for 5-6% of Vietnam's electric
vehicle market
• VinFast is currently the brand holding the largest
market share of electric motorcycles in Vietnam, about
40%
• The rest of the companies account for about 50%.
Global's electric vehicle market
Global's electric vehicle market
MOTIVATION
• The customer's Motivation is based on the perception, exposure meaning, intended
function, experiental experience
• That my team has analyzed so that customers can be motivated to have buying behavior
but it is still influenced by external and internal factors such as economic, social,
culture ...
so now let's analyze those factors to find ways to overcome those problems.
ECONOMIC
FACTOR
• Income level: The price of Datbike electric car is in a rather high segment compared to
traditional gasoline cars (about 60 million VND).
• Cost of ownership: electric vehicles are still new to the Vietnamese market,
maintenance and insurance costs may be higher than traditional petrol cars, so this factor
may affect demand. for Datbike electric motorbike products.
• Price of gasoline: If the price of gasoline is high, consumers may be more likely to
switch to electric vehicles to save money on fuel costs.
C U LT U R A L A N D
S O C I A L FA C T O R S
Environmental consciousness: environmentally conscious, eco-
friendly and emit fewer emissions.
National identity:In some countries, there may be a preference
for green brands or products over normal brands.
Lifestyle and values: If a consumer values sustainability and
eco-friendliness, they may be more likely to purchase an
electric vehicle.
Word of mouth: can increase the popularity of electric
vehicles. If the good things of electric cars are spread , it will
break down the barriers in people's thinking about electric cars.
TECHNOLOGICAL
FA C T O R S
RANGE AND BATTERY
LIFE:
Range and battery life: Eliminate the
stereotype that electric motorbike will not go
far
CHARGING
INFRASTRUCTURE
Datbike has very few charging stations, which
affects consumer buying behavior
ADVANCEMENTS IN
TECHNOLOGY
Unique technologies only available on Datbike
PERSONALITY
PRAGMATIC PERSONALITY
They will most likely not buy Datbike's electric
motorbike products because the cost to spend for
an electric car is quite high while they only need
a car to move around,
Consumer respond
Consumer respond
KEY POINTS OF
Customers appreciate the motorbike's battery capacity
CONSUMER
The performance that the motorbike brings to the user is
RESPONSE also a highlight
Strong motorbike appearance suitable for mountain
climbing routes
The price of the motorbike is quite a concern for many
people
They want to have universal motorbike designs,
SOLUTION Datbike Weaver 200
• Find a way to reduce the price of the car from
60 million to 40 million dong
• Datbike needs to design more product lines
with popular designs for customers to have
more choices
• Datbike can combine with environmental
protection groups to spread environmental
protection to everyone
THANK
YOU
