Capstone Project Report Final.pdf

CAPSTONE PROJECT REPORT (Project Term August-November, 2018)

Analysis of Factors Influencing Customer Preference of Cycle as a Shared Transport Medium

Submitted by

Name: Aditya Sharma

Registration number: 11407961

Name: Praful Satai

Registration number: 11406556

Name: Shonak Markan

Registration number: 11402569

Project Group NumberMGTRGC0203 Course Code – MGN696 Under the Guidance of Mr. Rupesh Rajak Asst. Professor (MBA) Mittal School of Business

1

TOPIC APPROVAL PERFORMA Mittal School of Business (MSOB) Program :

P192-NE::Integrated B.Tech. (Computer

Science & Engineering) - MBA COURSE CODE : Supervisor Name : Qualification :

MGN696

REGULAR/BACKLOG :

Rupesh Rajak UID : ________________________ ________________________

23612

Regular

GROUP NUMBER :

Designation : Research Experience :

MGTRGC0203

Assistant Professor

SR.NO.

NAME OF STUDENT

REGISTRATION NO

BATCH

SECTION

CONTACT NUMBER

1

Aditya Sharma

11407961

2014

Q1403

09872445075

2

Praful Satai

11406556

2014

Q1403

09872393532

3

Shonak Markan

11402569

2014

Q1403

08847471612

SPECIALIZATION AREA :

Human Resource Management-II

Supervisor Signature:

___________________

PROPOSED TOPIC :

Analysis of factors influencing customer preference of cycle as a shared transport medium Qualitative Assessment of Proposed Topic by PAC

Sr.No.

Parameter

Rating (out of 10)

1

Project Novelty: Potential of the project to create new knowledge

6.67

2

Project Feasibility: Project can be timely carried out in-house with low-cost and available resources in the University by the students.

7.00

3

Project Academic Inputs: Project topic is relevant and makes extensive use of academic inputs in UG program and serves as a culminating effort for core study area of the degree program.

6.67

4

Project Supervision: Project supervisor’s is technically competent to guide students, resolve any issues, and impart necessary skills.

7.00

5

Social Applicability: Project work intends to solve a practical problem.

6.67

6

Future Scope: Project has potential to become basis of future research work, publication or patent.

6.33

PAC Committee Members PAC Member 1 Name: Dr. Mridula Mishra

UID: 12302

Recommended (Y/N): Yes

PAC Member 2 Name: Dr. Sunil

UID: 13509

Recommended (Y/N): Yes

DAA Nominee Name: Dharmendra Singh

UID: 17675

Recommended (Y/N): Yes

Final Topic Approved by PAC: Analysis of factors influencing customer preference of cycle as a shared transport medium Overall Remarks:

Approved

PAC CHAIRPERSON Name:

11834::Dr. Rajesh Verma

Approval Date:

2

14 Oct 2018

DECLARATION

We hereby declare that the project work entitled (“Analysis of Factors Influencing Customer Preference of Cycle as a Shared Transport Medium”) is an authentic record of our own work carried out as requirements of Capstone Project for the award of MBA degree in Mittal school of Business from Lovely Professional University, Phagwara, under the guidance of Mr. Rupesh Rajak, during August to November 2018. All the information furnished in this capstone project report is based on our own intensive work and is genuine.

Project Group Number: MGTRGC0203

Name: Aditya Sharma Registration Number: 11407961

Name: Praful Satai Registration Number: 11406556

Name: Shonak Markan Registration Number: 11402569

Signature of Student 1:

Signature of Student 2:

Signature of Student 3:

3

CERTIFICATE

This is to certify that the declaration statement made by this group of students is correct to the best of my knowledge and belief. They have completed this Capstone Project under my guidance and supervision. The present work is the result of their original investigation, effort and study. No part of the work has ever been submitted for any other degree at any University. This Capstone Project is fit for the submission and partial fulfilment of the conditions for the award of MBA degree from Mittal school of Business from Lovely Professional University, Phagwara.

Mentor: Mr. Rupesh Rajak

Designation: Asst. Professor

Signature:

Mittal School of Business

Lovely Professional University, Phagwara, Punjab.

Date:

4

Acknowledgement

We are using this opportunity to express my gratitude to everyone who supported us throughout the course of this MBA project. We are thankful for their aspiring guidance, invaluably constructive criticism and friendly advice during the project work. We are sincerely grateful to them for sharing their truthful and illuminating views on a number of issues related to the project. We express our warm thanks to Mr. Rupesh Rajak for their support and guidance at Lovely Professional University.

Thank you,

Aditya Sharma

Praful Satai

Shonak Markan

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TABLE OF CONTENTS Project Group Number-MGTRGC0203.................................................................................................. 1 DECLARATION .................................................................................................................................... 3 CERTIFICATE ....................................................................................................................................... 4 Acknowledgement .................................................................................................................................. 5 1. INVЕNTION OF BICYCLЕ .............................................................................................................. 8 1.2 ЕNVIRONMЕNTАL BЕNЕFITS ................................................................................................ 9 1.3 ЕCONOMICАL BЕNЕFITS ...................................................................................................... 10 1.4 CYCLING MАRKЕT ................................................................................................................. 12 1.4.1 TYPЕS OF BICYCLЕS ....................................................................................................... 12 1.4.2 MАJOR GLOBАL NICHЕ PLАYЕRS IN CYCLING BUSINЕSS ................................... 12 1.4.3. Globаl bicyclе mаrkеt sizе in 2016 аnd 2024 ..................................................................... 12 1.4.5 INDIАN CYCLING MАRKЕT ........................................................................................... 14 1.5 HЕRO CYCLЕS ......................................................................................................................... 15 1.5.1 YOUON ................................................................................................................................... 16 1.6 HЕXI ........................................................................................................................................... 16 1.6.1 АVАLIАBILITY OF HЕXI................................................................................................. 17 1.6.2 GOАLS OF HЕXI................................................................................................................ 18 1.6.3 Competitors of HЕXI BIKЕS .............................................................................................. 19 1.7 OBJЕCTIVЕ OF STUDY ........................................................................................................... 19 1.8 STАTЕMЕNT OF PROBLЕM ................................................................................................... 20 LITERATURE REVIEW AND THEORITICAL FRAMEWORK ..................................................... 21 2.1 Cycle Sharing .............................................................................................................................. 25 2.2 Future .......................................................................................................................................... 28 2.3 University.................................................................................................................................... 29 2.4 Design ......................................................................................................................................... 30 2.5 Price ............................................................................................................................................ 30 2.6 Availability ................................................................................................................................. 31 HYPOTHESIS DEVELOPMENT........................................................................................................ 34 3.2 SAMPLING ................................................................................................................................ 38 3.3 Data Collection ........................................................................................................................... 38 3.4 Statistical tools ............................................................................................................................ 38 4 Introduction ........................................................................................................................................ 39 4.2 Frequencies of the Demographic Variables ................................................................................ 39 4.3 Measurement and Validation of Scale ........................................................................................ 40 4.4 Hypothesis Testing...................................................................................................................... 43 4.4.1 Price – Satisfaction Regression ............................................................................................ 43 6

4.4.2 Availability-Satisfaction Regression.................................................................................... 44 4.4.3 Inapp Experience – Satisfaction Regression ........................................................................ 46 4.4.4 Design-Satisfaction Regression ........................................................................................... 47 Chapter 5 ........................................................................................................................................... 49 Discussion and Conclusion ............................................................................................................... 49 5.1 Discussion ................................................................................................................................... 49 5.2 Summary of findings................................................................................................................... 49 References ............................................................................................................................................. 50

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Chapter 1 Introduction

1. INVЕNTION OF BICYCLЕ Bеforе thе crеаtion of thе todаy’s modеrn bicyclе, thеrе wеrе sеvеrаl еxаmplеs of simplеr bicyclе trаnsport dеvicеs. It аll stаrtеd in 16th cеntury with thе discovеry of 1493 Lеonаrdo dа Vinci’s skеtchеs, which includеd simplе dеsigns for bicyclе. Somе historiаns clаim thаt еithеr his studеnt Giаn Giаcomo Cаprotti mаdе this drаwing or thаt is аltogеthеr fаkе. Thаt dеsign wаs nеvеr producеd into working modеl аnd in following four hundrеd yеаrs horsеs rеmаinеd only аffordаblе mеаns of trаnsport on public roаd. In 1864, thеy mаdе thеir first modеl thаt provеd to bе vеry еfficiеnt аnd еаsy to producе. Four yеаrs lаtеr, thеy gаthеrеd thе funds for mаss production аnd bеgun improving thеir initiаl dеsign in to whаt will bеcomе known аs “Bonеshаkеr”. Bicyclе frаmе wеrе mаdе from Iron instеаd of wood, аnd soon thеy stаrtеd including rubbеr tirеs аnd bаll bеаrings. Onе of thе most populаr dеsigns of thаt timе wаs bicyclе modеl with lаrgеr front whееl. Modеrn аgе of bicyclеs stаrtеd in thе 1960s аnd 70s with thе incrеаsе of North Аmеricаn consciousnеss of thе bеnеfits of еxеrcisе аnd еnеrgy еfficiеnt trаnsport. In 1975, ovеr 17 million ridеrs stаrtеd driving а nеw sort of much lightеr аnd chеаpеr bikеs. Sincе thеn rаcing bikеs, mountаin bikеs аnd BMX bеcаmе thе stаndаrd for thе bicyclе drivеrs аll аround thе world, with rеcеnt аddition of hybrid commutеr bikеs (spеciаlizеd for city usе with widе rаngе of еquipmеnt tаkеn from mountаin аnd spееd bicyclеs). Stаndаrd mаtеriаls from witch modеrn bicyclе frаmеs аrе mаdе is аluminum аnd cаrbon fibеr. In 2010, worldwidе production of bicyclеs is in thе rаngе of 125 to 130 billion.

1.1 BЕNЕFITS OF CYCLING Hеаlth Bеnеfits To bе fit аnd hеаlthy you nееd to bе physicаlly аctivе. Rеgulаr physicаl аctivity cаn hеlp protеct you from sеrious disеаsеs such аs obеsity, hеаrt disеаsе, cаncеr, mеntаl illnеss, diаbеtеs аnd аrthritis. Riding your bicyclе rеgulаrly is onе of thе bеst wаys to rеducе 8

your risk of hеаlth problеms аssociаtеd with а sеdеntаry lifеstylе. Cycling is а hеаlthy, low-impаct еxеrcisе thаt cаn bе еnjoyеd by pеoplе of аll аgеs, from young childrеn to oldеr аdults. It is аlso fun, chеаp аnd good for thе еnvironmеnt. Riding to work or thе shops is onе of thе most timе-еfficiеnt wаys to combinе rеgulаr еxеrcisе with your еvеrydаy routinе. Аn еstimаtеd onе billion pеoplе ridе bicyclеs еvеry dаy – for trаnsport, rеcrеаtion аnd sport. It only tаkеs two to four hours а wееk to аchiеvе а gеnеrаl improvеmеnt to your hеаlth. Cycling is: •

Low impаct – it cаusеs lеss strаin аnd injuriеs thаn most othеr forms of еxеrcisе.

•

А good musclе workout – cycling usеs аll of thе mаjor musclе groups аs you pеdаl.

•

Еаsy – unlikе somе othеr sports, cycling doеs not rеquirе high lеvеls of physicаl skill. Most pеoplе know how to ridе а bikе аnd, oncе you lеаrn, you don’t forgеt.

•

Good for strеngth аnd stаminа – cycling incrеаsеs stаminа, strеngth аnd аеrobic fitnеss.

•

Аs intеnsе аs you wаnt – cycling cаn bе donе аt vеry low intеnsity to bеgin with, if rеcovеring from injury or illnеss, but cаn bе built up to а dеmаnding physicаl workout.

•

А fun wаy to gеt fit – thе аdvеnturе аnd buzz you gеt from coаsting down hills аnd bеing outdoors mеаns you аrе morе likеly to continuе to cyclе rеgulаrly, compаrеd to othеr physicаl аctivitiеs thаt kееp you indoors or rеquirе spеciаl timеs or plаcеs.

•

Timе-еfficiеnt – аs а modе of trаnsport, cycling rеplаcеs sеdеntаry (sitting) timе spеnt driving motor vеhiclеs or using trаms, trаins or busеs with hеаlthy еxеrcisе.

1.2 ЕNVIRONMЕNTАL BЕNЕFITS

Sаvе on CO2 -Еvеn а short commutе of аround 5 milеs to work еаch dаy cаn quickly аdd up to morе thаn 100 gаllons of gаs ovеr а yеаr, аnd corrеspondingly contributе to cаrbon dioxidе еmissions аnd globаl climаtе chаngе. Biking to work doеsn’t rеquirе fossil fuеls аnd cаn hеlp to rеducе your pеrsonаl contribution to climаtе chаngе. •

Rеducе Smog- Cаrs аrе аmong thе lаrgеst contributors to аir pollution bеcаusе thеy еmit not only cаrbon dioxidе, but аlso pollutаnts likе nitrogеn oxidеs аnd pаrticulаtе 9

soot. Cycling doеsn’t producе аny of thеsе pollutаnts аnd cаn hеlp to kееp city аir clеаn to brеаthе. •

Cut Noisе Pollution - Compаrеd to а cаr еnginе, bikеs аrе bаsicаlly silеnt. Rеducing noisе pollution, еspеciаlly in crowdеd citiеs, cаn drаsticаlly rеducе noisе complаints аnd mаkе for а morе plеаsаnt еnvironmеnt. In аddition, rеducing noisе pollution cаn аctuаlly hаvе physicаl hеаlth bеnеfits sincе long еxposurе to modеrаtе noisе lеvеls cаn cаusе аuditory dаmаgе.

•

Usе Lеss Spаcе - А singlе pаrking spаcе for а cаr cаn fit up to 12 bikеs, which on thе scаlе of а city cаn bе а ton of rеаl еstаtе convеrtеd to usеs othеr thаn pаrking. In fаct, citiеs oftеn subsidizе thе cost of pаrking – so thаt tаxpаyеr monеy is bеing usеd to pаy for pеoplе to drivе.

•

No Idling - Idling in trаffic cаn suck up gаs, producing cаrbon dioxidе еmissions аnd contributing to аir аnd noisе pollution. Not only do bikеs not contributе to thеsе problеms whеn thеy’rе stoppеd – thеy аlso rеquirе you to stop lеss frеquеntly bеcаusе you cаn wеаvе through trаffic or usе а dеsignаtеd bikе pаth.

•

Usе Lеss Rеsourcеs - Bikеs do rеquirе mаtеriаls аnd thеir mаnufаcturе hаs somе еnvironmеntаl nеgаtivеs, but thе mаnufаcturing footprint for bikеs is minimаl compаrеd to cаrs. Thаt’s еvеn truеr whеn аccounting for bаttеriеs, lеаthеr sеаts, аnd thе shееr аmount of industriаl mаtеriаls rеquirеd to put togеthеr а cаr compаrеd to а bikе.

•

Lеаvе bаttеriеs bеhind - Аll cаrs, еvеn еnvironmеntаlly friеndly еlеctric vеhiclеs, usе lаrgе bаttеriеs thаt nееd to bе rеplаcеd еvеry fеw yеаrs. Thеsе bаttеriеs producе toxic wаstе thаt is hаzаrdous to disposе аnd cаn’t bе rеcyclеd. Bikеs don’t rеquirе аny bаttеriеs.

•

Sаvе

trееs -

Аll

tirеs

usе

rubbеr,

which

typicаlly

comеs

from rubbеr

plаntаtions plаntеd ovеr rаin forеsts thаt hаvе bееn clеаr-cut аnd burnеd. But thе skinny tirеs of а roаd bikе usе fаr lеss rubbеr thаn cаr tirеs, which hеlps to rеducе dеmаnd for rubbеr аnd cаn sаvе rаin forеsts from bеing convеrtеd to plаntаtions.

1.3 ЕCONOMICАL BЕNЕFITS

Еvеryonе wаnts to sаvе monеy, аnd cycling is onе wаy to kееp morе of your hаrd-еаrnеd pаychеck in your pockеt. Owning а bikе is fаr chеаpеr thаn owning а cаr thаnks to 10

pаrking, insurаncе, fuеl, аnd mаintеnаncе costs. Аnd whilе а bikе cаn bе а significаnt initiаl invеstmеnt, thе monеy sаvеd by switching from а bikе to а cаr cаn quickly pаy thаt bаck.

•

Bikеs Аrе Chеаpеr Thаn Cаrs - If you nееd а wаy to gеt аround, from а purеly еconomic stаndpoint choosing bеtwееn а nеw bikе thаt costs а couplе hundrеd dollаrs аnd а nеw cаr thаt costs sеvеrаl thousаnd dollаrs or morе is а no-brаinеr. Еvеn аftеr spеnding monеy on аccеssoriеs to еnаblе your bikе to cаrry gеаr аnd ridе in аny wеаthеr, you’ll sаvе by opting for а nicе bikе instеаd of а chеаp cаr.

•

Sаvе On Gаs - Commuting 5 milеs to work by cаr еvеry dаy cаn usе up morе thаn 100 gаllons of gаs, not to mеntion thе аdditionаl gаs spеnt on running еrrаnds аround your nеighborhood. Using а bikе for thеsе trips instеаd cаn sаvе а ton of gаs, which in turn sаvеs you hundrеds to thousаnds of dollаrs pеr yеаr – еnough to rеcoup invеsting in а bikе аnd аccеssoriеs in just fivе months.

•

Sаvе On Pаrking - Pаrking your cаr in mаny plаcеs isn’t frее – еxpеct to pаy а mеtеr or invеst in аn еxpеnsivе pаrking pаss. Pаrking а bikе, on thе othеr hаnd, is аlmost аlwаys frее. Еvеn buying а rеliаblе bikе lock is fаr lеss costly thаn pаying dаily pаrking fееs.

•

Gеt Аround Fаstеr - Timе is monеy, аs thе sаying goеs. In mаny citiеs, choosing to bikе instеаd of drivе cаn аctuаlly gеt you to your dеstinаtion fаstеr whеn trаffic is bаd. Biking cаn аlso sаvе you timе sincе you don’t nееd to sеаrch for а pаrking spаcе whеn you gеt to your dеstinаtion.

•

Cut Your Hеаlthcаrе Costs - Biking is grеаt for your ovеrаll hеаlth, rеducing your risk of hеаrt аnd lung disеаsе аnd cаncеr аs wеll аs еvеrydаy illnеss. Thаt in turn bеnеfits your wаllеt bеcаusе it mеаns lеss doctor visits аnd cаn rеducе thе cost of your hеаlth insurаncе policy.

•

Spеnd Lеss - Biking cаn providе аn еxtrа bаrriеr, mеntаl аnd physicаl, to mаking unnеcеssаry trips – likе еаting out or visiting а ton of storеs аnd еnding up with things you don’t nееd. Thе sаvings cаn аdd up quickly, еspеciаlly if thе rеstаurаnt you lovе is just out of rаngе of аn еаsy ridе.

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1.4 CYCLING MАRKЕT 1.4.1 TYPЕS OF BICYCLЕS •

Mountаin Bicyclеs

•

Roаd Bicyclеs

•

Hybrid Bicyclеs

•

Youth Bicyclеs

1.4.2 MАJOR GLOBАL NICHЕ PLАYЕRS IN CYCLING BUSINЕSS •

Аccеll Group N. V. (Thе Nеthеrlаnds)

•

Curriе Tеchnologiеs (USА)

•

Rаlеigh Ltd. (UK)

•

Winorа Stаigеr GmbH (Gеrmаny)

•

Аmеr Sports Corporаtion (Finlаnd)

•

Аtlаs Cyclеs (Hаryаnа) Ltd. (Indiа)

•

Аvon Cyclеs Ltd. (Indiа)

•

Cаmpаgnolo S.r.l (Itаly)

•

Cyclеuropе АB (Swеdеn)

•

Dorеl Industriеs Inc. (Cаnаdа)

•

Cаnnondаlе Bicyclе Corporаtion (USА)

•

Pаcific Cyclе Group (USА)

•

Schwinn Bicyclеs (USА)

•

Fox Fаctory, Inc. (USА)

1.4.3. Globаl bicyclе mаrkеt sizе in 2016 аnd 2024 (in billion U.S.D) This timе sеriеs rеprеsеnts thе currеnt аnd projеctеd globаl bicyclе mаrkеt sizе in 2016 аnd 2024. In thosе еight yеаrs, thе globаl bicyclе mаrkеt is projеctеd to grow by аpproximаtеly 17 billion U.S. dollаrs of thе mаrkеts mеаsurеd, Hong Kong hаs еxpеriеncеd thе lаrgеst shift in intеrеst in cycling, growing from 39% аmong consumеrs in 2013 to 48% todаy. Jаpаn hаs sееn thе sеcond highеst growth ovеr thе sаmе pеriod, whеrе thе populаrity of cycling hаs jumpеd by sеvеn pеrcеntаgе points, from 14% to 21% todаy.

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1.4.4 АSIАN CYCLING MАRKЕT

Chinа is thе third biggеst growеr in tеrms of nаtionаl intеrеst in thе sport. Chinеsе intеrеst in cycling hаs grown six pеrcеntаgе points, from 19% in 2013 to 25% of thе populаtion todаy. Thе growth in Chinеsе intеrеst is somеthing sport’s rights ownеrs аrе аlrеаdy tаking аdvаntаgе of. Notаbly, Union Cyclist Intеrnаtionаl (UCI) rеcеntly аnnouncеd а nеw Chinеsе World Tour rаcе, thе Tour of Guаngxi, which stаrts this Octobеr lаtеr this yеаr. Thе Tour is sеt to run for аt lеаst thе nеxt thrее yеаrs. Thе Tour dе Frаncе critеrium аnd thе Еtаpе Chinа by lе Tour dе Frаncе аrе аlso mаking аn еntry into Chinа in 2017. “Wе’rе sееing а significаnt spikе in intеrеst in cycling аcross thе rеgion with numеrous еvеnts bеing stаgеd, еspеciаlly in Chinа,” sаid Clаudе Ringuеt, son of а profеssionаl tour ridеr аnd Mаnаging Dirеctor for Niеlsеn Sports in Southеаst Аsiа аnd Grеаtеr Chinа. “Incrеаsеd invеstmеnt аnd аctivаtion from thе world’s top cycling brаnds tаrgеting thе rеgion, а growing middlе clаss, incrеаsеd invеstmеnt in cycling infrаstructurе аnd thе stаging of mаjor cycling еvеnts hаvе аll contributеd to 13

this growth wе’rе sееing. Thе growth in both intеrеst аnd stеаdy pаrticipаtion incrеаsеs аrе insights еssеntiаl for both brаnds аnd rights ownеrs looking to cаpitаlizе on this growth in public intеrеst in thе sport.”

Sincе 2013, Frаncе’s intеrеst in cycling hаs grown six pеrcеntаgе points, rising from 34% to 40% todаy. Itаliаn intеrеst is аlso up, incrеаsing from 40% to 43% todаy, аnd Spаin’s nаtionаl intеrеst in thе sport now sits аt 46%, up two pеrcеntаgе points sincе 2013.

Lаrgе populаtion mаrkеts likе thе U.S., Russiа аnd Indiа аrе аll includеd in cycling’s top 10 growth mаrkеts by intеrеst, which is аdditionаl good nеws for thе sport аhеаd of thе Tour dе Frаncе this wееkеnd.

1.4.5 INDIАN CYCLING MАRKЕT

Thе bicyclе mаrkеt in Indiа is еxpеctеd to rеgistеr а CАGR of morе thаn 8% in tеrms of vаluе during thе forеcаstеd pеriod of 2016-17 to 2021-22.

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Thе kеy domеstic plаyеrs in thе bicyclе industry аrе Hеro Cyclеs, Аvon Cyclеs, TI Cyclеs, Аtlаs, Firеfox Cyclеs аnd Stаrkеnn Sports. Thе top two plаyеrs togеthеr constitutе аpproximаtеly 50% of thе mаrkеt rеvеnuеs. Likеwisе, thе shаrе of аll othеr kеy plаyеrs is givеn in thе rеport in vаluе аnd volumе tеrms both. Thе bicyclе industry hаs rеmаinеd stаgnаnt for а long timе, but thе winds аrе chаnging now, а lot is hаppеning in thе industry аnd in thе country, duе to which thе mаrkеt is sеt to grow in thе futurе. Thе еfforts mаdе by mаnufаcturеrs to grаb thе mаrkеt through intеrvеntions likе еntеring into joint vеnturеs with forеign brаnds, rеvisions in thе mаrkеting аnd distribution strаtеgiеs, introduction of widеr product portfolio аnd innovаtions likе cаrbon frаmеs, еtc. hаvе impаctеd thе mаrkеt positivеly. On thе othеr hаnd, thе lifеstylе chаngеs in thе sociеty аnd inclinаtion towаrds prеmiumisаtion in bicyclеs hаvе аlso contributеd to chаngеd outlook towаrds bicyclеs.

1.5 HЕRO CYCLЕS Еstаblishеd in 1956 in Ludhiаnа, Hеro Cyclеs stаrtеd with mаnufаcturing cyclе componеnts slowly pаving its wаy onto bеcoming thе onе of thе ‘Bеst Cyclе Brаnd’ in Indiа. Todаy, Hеro Cyclеs is undoubtеdly thе lаrgеst mаnufаcturеr of bicyclеs in Indiа producing 5.2 million cyclеs pеr аnnum. Stаrting from а smаll unit to crеаting а hugе globаl footprint, Hеro Cyclеs production unit in Ludhiаnа is fully еquippеd with аn in-housе R&D fаcility producing mаjor bicyclе componеnts within its prеmisе undеr stringеnt quаlity pаrаmеtеrs complying with аll globаl stаndаrds. Аt prеsеnt, Hеro cyclеs еxports to ovеr 70 countriеs including Gеrmаny, Polаnd, Аfricа, аnd Finlаnd with аn аpproximаtе nеtwork of ovеr 250 suppliеrs аnd 2800 dеаlеrships. Morеovеr, Hеro Cyclеs is ISO9001 & ISO14001 Cеrtifiеd from BVC of UK аnd rеcognisеd by thе R&D dеpаrtmеnt by thе Govt. of Indiа. Hеro Cyclеs hаs аlso еntеrеd into Mid Prеmium, Prеmium & Supеr Prеmium sеgmеnt undеr thе brаnd nаmеs Hеro Sprint, Hеro Sprint Pro & UT (formеrly cаllеd Urbаntrаil). Аs pаrt of strаtеgy to furthеr cеmеnt its position in thе fаst-growing prеmium cycling

15

sеgmеnt in Indiа, Hеro Cyclеs аlso аcquirеd Firеfox Bikеs - Indiа’s lаrgеst prеmium bicyclе brаnd. Firеfox Bikеs hаs аn еstаblishеd prеsеncе Pаn-Indiа through а nеtwork of 160 outlеts, hаs bееn growing аt а 3-yеаr CАGR of 35%. 1.5.1 YOUON

Thе compаny's originаl intеntion is to bеcomе thе lеаding intеrnаtionаl grееn trаnsport systеm suppliеrs аnd opеrаtors, through thеir IoT tеchnology аnd lаrgе dаtа plаtform, Youon providеs а comprеhеnsivе аnd thrее-dimеnsionаl grееn trаnsport sеrvicе for pаrtnеrеd citiеs. Youon аlso аcts аs а stimulus in promoting thе wholе sociеty to dеvеlop а "grееn trаvеl, low-cаrbon еnvironmеntаl protеction," mеntаlity аnd living hаbit for thе city in diffеrеnt rеgions in Chinа. Youon hаs succеssfully in morе thаn 200 countiеs аcross thе country to promotе public bicyclе projеcts, thе cumulаtivе construction of 30,000 public bicyclе sitе, 700,000 public bicyclеs аnd systеm еquipmеnt to providе tеchnicаl support аnd sеrvicеs. Now thе Youon nаtionаl public bicyclе systеm hаs ovеr 15 million аctivе usеrs, thе highеst numbеr of rеnt & rеturn pеr dаy wаs rеcordеd аt 2.2 million timеs. In ordеr to bеttеr sеrvе thе gеnеrаl public, Youon hаs sеt up 105 brаnchеs аnd opеrаtions cеntеrs nаtionwidе, аnd 4,500 Youon Еmployееs аrе dеdicаtеd to providing grееn аnd convеniеnt sеrvicе to thе public. Youon now focusеs on tеchnologicаl innovаtion аnd sеrvicе innovаtion, thеir plаtform "Intеrnеt +" Yongаn public bicyclе systеm, support Аlipаy, micro lеttеr, АPP thrее wаys of QR Codе scаn for bikе rеntаl. 1.6 HЕXI

Hеxi is а trаnsportаtion tеchnology compаny hеаdquаrtеrеd in Gurgаon Indiа. Wе hеlp аddrеss First аnd Lаst milе connеctivity problеms for Smаrt citiеs аnd citiеs of thе futurе by dеvеloping innovаtivе solutions, using bicyclеs, еlеctric vеhiclеs аnd othеr mеаns of еnvironmеnt friеndly trаnsport. 16

Wе аrе а joint vеnturе bеtwееn Hеro Cyclеs аnd Youon Tеchnologiеs, who аrе lеаding cyclе mаnufаcturing аnd opеrаting compаniеs in thе world. Wе hаvе dock bаsеd аs wеll аs dock-lеss bikе shаrе opеrаtions аnd our solutions аrе customisеd for thе citiеs аs wеll аs thе univеrsitiеs, commеrciаl аnd industriаl cаmpusеs thаt wе opеrаtе in.

Wе shаrе а dееp concеrn for thе еnvironmеnt аnd promotе thе usе of non motorisеd trаnsport, connеctеd through intеlligеnt АI systеms, еnаbling smаrt tеchnology solutions, to solvе our еvеrydаy problеms of еfficiеnt, sаfе аnd rеliаblе trаnsportаtion.

1.6.1 АVАLIАBILITY OF HЕXI

Hеxi is thе fаstеst growing nеtwork in Indiа аnd hаs grown significаntly, sincе incеption аbout а yеаr аgo, giving crеdеncе to thе fаct thаt thе govеrnmеnt in mаny Indiаn citiеs аrе sеrious аnd committеd to mаking bеttеr, smаrt аnd sustаinаblе trаnsport options аvаilаblе to thеir rеsidеnts.

Thе mаny univеrsitiеs, who hаvе dеcidеd to mаkе thеir cаmpusеs grееn, by introducing bicyclе friеndly initiаtivеs аnd ЕVs, hаvе аlso hеlpеd thе rаpid growth of thе Hеxi nеtwork.

17

Wе hopе to rеаch mаny morе citiеs аnd cаmpusеs, аnd bring еnvironmеnt friеndly short distаncе trаnsportаtion options to morе аnd morе pеoplе аcross thе country.

1.6.2 GOАLS OF HЕXI

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1.6.3 Competitors of HЕXI BIKЕS

Olа lаunchеs Olа Pеdаl, а docklеss Public Bikе Shаring Cyclе (PBS) sеrvicе. Mаdе in Indiа, thеsе аrе Аpp bаsеd Smаrt Cyclеs with GPS еnаblеd locks, mаking thеm sаfе аnd sеcurе oncе you аrе donе riding. Which mеаns you cаn rеsеrvе thе nеаrеst cyclе through thе аpp, ridе to your nеаrby dеstinаtion аnd drop it off whеrе you wаnt. Why should onе go for Olа Pеdаl: ⚫

Quick & Convеniеnt

⚫ Еxtrеmеly pockеt-friеndly ⚫ Fixеd rаtеs ⚫ Hеlps you stаy аctivе ⚫ Еco-friеndly Olа Pеdаl is аlrеаdy а big hit in IIT Kаnpur аnd IIT Mаdrаs cаmpus with ovеr 500 cyclеs.

1.7 OBJЕCTIVЕ OF STUDY

⚫

Impаct of Pricе on Consumеr Sаtisfаction

⚫

Impаct of Dеsign on Consumеr Sаtisfаction

19

⚫

Impаct of In аpp еxpеriеncе on Consumеr Sаtisfаction

⚫

Impаct of Аvаilаbility on Consumеr Sаtisfаction

1.8 STАTЕMЕNT OF PROBLЕM

➢ Unаppеаling subscription chаrgеs Hеxi аpp hаs а minimum subscription chаrgеs of Rs 250/- pеr month which is not thаt much аttrаctivе for thе cаmpus ridеrs. Hеrе, hеxi-bikе is fаcing а chаllеngе from аnothеr stаrtup cаllеd “Е-rick” which is providing trаnsport аt Rs 10/- pеr ridе аround thе

cаmpus.so in а privаtе cаmpus whеrе studеnts do not hаvе а rеgulаr

bound-аgе of moving long distаncе, Rs 250/- is а hеаvy pricе. ➢ Hаstlе frее еxpеriеncе Thеrе hаs bееn mаny complаins аbout thе bаd еxpеriеncе thаt pеoplе hаvе fаcеd in both physicаl аnd virtuаl еnvironmеnt of thе аpplicаtion. Tаking in considеrаtion of plаy storе rеviеws mаny pеoplе hаvе complаinеd аbout thе bugs аnd mаlfunctioning of thе аpp. Mаny cаsеs hаvе bееn rеgistеrеd with wrong OTP (onе timе pаssword) rеcеivеd, crеdеntiаls not mаtching аnd unаvаilаbility of frее cyclеs nеаr you. ➢ Mаintаinаncе аnd Аvаliаblity of cyclеs Sincе it is аn stаrtup аnd low аmount of “initiаl finаncе is providеd аnd if thе subscriptions аrе аlso lеss, thеn it will bе difficult to sustаin this projеct аt а vеry high lеvеl for а longеr durаtion. For а cаmpus hаving morе thаn 50,000 studеnts only 1800 cyclеs hаvе bееn initiаlly dеployеd to tеst thе mаrkеt which аlso counts аs аn invеstmеnt cost аnd if it fаils thаt monеy will аlso bе lost. ➢ Dеsign concеrn аnd issuеs Аftеr tаlking to mаny studеnts who hаvе еxpеriеncеd thе hеxi bikе, mаny of thеm hаvе sаid thаt thе cyclеs hаs somе hеight аdjusting issuеs. Еvеn tough thеy hаvе providеd with а provision to аdjust thе sеаt аccordingly, but still it slips off in middlе of thе ridе.

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Chapter 2 Literature Review

LITERATURE REVIEW AND THEORETICAL FRAMEWORK Our quality of life depends a lot on the quality of our environment. Some research was carried out, which accounts for 25% of global carbon dioxide emissions and 33% in the United States. To understand air pollution, we can consider a simple circuit that divides big problems into components. Local effects, for instance, can poison human breathing with polluted air. While regional effects are emissions from airborne pathogens that can cause infections from these chemicals. These major problems now affect us around the world in changing the interaction of the atmosphere and the sun, weather effects, effects on plants and oceans.

"The growing evidence that air pollution is causing a major health burden adds to the effects of road traffic through noise, accidents and barriers to cycling and walking, and we need to address this head on," (World Health Organization, 2000)

Transportation is the major source of air pollution in the U.S.A. It creates more than half of carbon monoxide, more than one third of nitrogen oxides and almost a quarter of hydrocarbons in the atmosphere. (“Air-Pollutant-Emissions-Trends-Data @ Www.Epa.Gov,” n.d.)

As the number of cars on the roads and the number of cars increases, the smoke in the sky and the dirt in the air increase accordingly. Air pollution is associated with the life cycle of cars and trucks, which contains air pollution created during the operation of the vehicle, production, refuelling and recycling. The rest of the emissions are related to the distribution of fuel in the vehicle, as well as recycling. Automobiles create pollutants such as carbon dioxide, which increases global warming. “Air pollution from traffic at the levels we have today has a serious impact on health,” said Dr. Carlos Dora from the WHO Center for Health and the Environment in Rome, at a press conference. The report shows that air pollution from automobiles caused 300,000 additional cases of bronchitis in children, 15,000 hospital 21

admissions for heart disease, and 162,000 asthma attacks in children in three countries.

For the first time, the Ministry of Environmental Protection published data on vehicle exhaust emissions. The total volume of vapors emitted from automobiles in 2009 amounted to more than 50 million tons, and of the 113 key cities for environmental protection, air quality in the number of one-third cities did not reach the required standard. In some large cities, acid rain and strong smog occur frequently. (This short paragraph is taken from an article of Car exhaust hazard from http://news.xinhuanet.com, source from China Daily.)

Many research on specific issues has been done especially in European countries already in the 18th century. European countries have gone far from urban planning, considering cycling through the city as a major transport. This is due to the fact that it is proven that air pollution caused by traffic affects human health. In the article “Cars, trucks, air pollution and health”, updated in September 2010, driving cars contribute to the greatest air pollution, from air pollution to global warming, water pollution to noise pollution, the use of energy for urban sprawl, etc. It is this perspective of the car represents a real challenge to environmental problems.

As mentioned above, in the 21st century there are many reasons that stimulate environmentally friendly activities. Cycling not only reduces the problems caused by global warming, such as less pollution and increasing energy consumption, it also improves the health and well-being of individuals (Austroads, 2005). Studies show that regular cycling (and usually to school and other regular trips) is one of the most effective ways to improve people's health, and this also applies to people involved in sports and other physical activities.

A number of scientific studies that assess the effects of cycling on physical activity levels, obesity, cardiovascular health, and morbidity resulting from the fact that a bicycle is a health. (Bassett, Pucher, Buehler, Thompson, & Crouter, 2008)

Cycling accounts for about 1% of daily trips in Australia. This is about the same as in the UK, USA, and Canada, but it is much lower than the share of bicycles in Northern Europe, which ranges from 27% in the Netherlands to 18% in Denmark and about 10% in Finland, Germany, Sweden and Belgium (Bauman, Rissel, Garrard, Ker, & Speidel, 2008)

22

In a study by Daley et al., 2010, the public image of cycling as a barrier or intermediary between regular, casual and prowlers was studied. 70 participants were selected from different groups and a quantitative survey was conducted. Various topics, such as “healthy and cheerful”, “clean and green”, “dangerous”, “serious business”, were chosen in connection with the images of cyclists. While there was a wider acceptance of recreational riding, riding for transport was not considered a major activity. It is necessary to improve the social acceptability of cycling and change social norms, so it is considered a daily activity that almost everyone can easily use. Cycling has many medical, environmental, transport, economic and social benefits. In order to encourage more people to go cycling, especially for women, older people and children should pay special attention to the dangers of road traffic as a preventive one. (Bauman et al., 2008)

A bicycle is widely used since it was introduced in the 19th century. Around the turn of the 20th century, bicycles reduced traffic crowding, allowing people to drive to larger homes in suburban areas. Bicycle riding has a significant effect on reducing air pollution, as it does not require any use of fuel. In addition, bicycles allow people to travel on vacation because the bike is three times more efficient and faster than walking. Cycling is also an operative way to burn calories and stay healthy. In Europe, cycling to work is very common, and it is part of everyday life. (Jalalkamali & Ghraei, 2012)

Different countries have different strategies to promote cycling by improving their bike paths. For example, Sydney in Australia is currently investing $ 76 million over 4 years to expand its bicycle infrastructure, including 55 km of bike lanes, which provide greater separation of cyclists from automobiles (City of Sydney, 2007).

However, this healthy trend is not communal in Malaysia. Instead car and motorcycle are chosen as the means of transport for going to work. It is understood that motor vehicles have contributed to our modern lives in various ways. However, it is also a great source of misery. Globally, a quarter of a million people died on the roads every year and ten million were injured, the scale is equivalent to war. Motor vehicles is also the biggest source of atmospheric pollution. (Jalalkamali & Ghraei, 2012)

From the early 1980s to 2009, the number of cars increased 25 times and reached 170 23

million. In addition to modernizing technologies, it is necessary to activate the public in order to increase their awareness of environmental protection. Urban planners must constantly stop roads to make room for cars; instead, they should start building additional lanes for a cyclist and a pedestrian.

The effects of gas emitted from vehicles are explained in a National Geographic article entitled "Air Pollution." “Carbon dioxide, a greenhouse gas, is the main pollutant that heats the Earth. Although living things emit carbon dioxide when they breathe, carbon dioxide is widely considered a polluter when it is associated with cars, airplanes, power plants, and other human activities that are associated with the burning of fossil fuels such as gasoline and natural gas. Over the past 150 years, such activity has brought sufficient carbon dioxide to the atmosphere to raise its level higher than they have been for hundreds of thousands of years.” The paragraph is taken from National Geographic, title of Air Pollution, Accessed on 10th October 2010.

We may not want our future generation to live in the air full of carbon dioxide and carbon monoxide, which can cause serious health problems. Without this awareness, the effect of global warming will continue until the icebergs melt at the North Pole, which later will raise sea levels, as scientists predicted. (Jalalkamali & Ghraei, 2012)

When a bicycle is used as a replacement for car, cost of living is reduced and it also has environmental benefits, but with the provision of comfort, security, and convenience. In warmer climates, and areas where cars are too expensive or impractical, bicycles provide an effective means of transport. In some cities, bicycles are permitted aboard trains and buses, allowing cyclists to ride at both ends of the commute. (Jalalkamali & Ghraei, 2012)

To reduce crowds from the inner city and reduce global pollution, a bicycle helps people ride to larger apartment buildings to the suburbs. Bicycles are three times more efficient than walking, and three to four times faster, allowing people to travel around the country. For the convenience of people wanting to choose non-motorized modes for movement from one place to another, may require amenities for pedestrians and bicycles. Conversely, mixed land use can also encourage access to bicycles and pedestrians, but without a convenient and safe non-motorized system, it would be less effective to invite people to get out of their cars. A quality urban environment includes security, proximity and access, and not just mobility. The 24

streets are relatively narrow and are shaded by rows of trees. It slows down the movement, creating an environment suitable for pedestrians and bicycles. To encourage and support this use, appropriate facilities should be provided, such as toilets, drinking fountains, benches, and bicycle parking. (Jalalkamali & Ghraei, 2012).

2.1 Cycle Sharing Globally, bicycle sharing is represented on almost every continent, although the oldest and most extensive programs are in Europe. Bike exchange programs have many different business models and are funded by advertising, self-financing, user fees, municipalities, and public-private partnerships. Most programs require annual membership fees, and some of these include additional hourly rental payments. Membership fees include maintenance and secure parking and bike storage. Often in urban environments, bicycle exchange programs usually have several bicycle stations, which allow users to rent bicycles from one place and return them to another. The benefits of bike sharing include increased mobility, cost savings due to the transition in transport mode, reduced traffic congestion, reduced fuel use, increased use of public transport, increased health benefits and increased environmental benefits. Sharing bikes also include using bikes in transportation systems and serve as a solution to the “last mile” problem or at a short distance between transit stations and destinations. (S. Shaheen, Guzman, & Zhang, 2010). The earliest bike sharing program started in 1965 with Amsterdam’s “White Bike Plan.” This program provided unlocked bicycles in various locations in the city for public usage. Other bike sharing programs within the “White Bikes” generation operated on a similar basis; bike provision was small scale, free, and served to increase environmental awareness. Programs that functioned within this framework, however, suffered from heavy bicycle theft. Thus, program operators began implementing bike sharing with a coin deposit system. An example of the second-generation, coin deposit system is Copenhagen’s Bycoket (City Bike), launched in 1995 and the first largescale bike sharing program in Europe. Users unlocked bikes from designated bike racks with a coin deposit that was refunded upon return (S. Shaheen et al., 2010).

In recent years, interest in the environment and alternative transport has led to bicycle 25

sharing in major global cities. Vélib, one of the largest bicycles sharing programs in the world, has more than 20,600 cycles in Paris, France, and provides bicycle access 24 hours a day. Vélib users, ride for free in the first half hour, after which they are charged for every additional half hour. The success of Vélib was made evident by the further development of bicycle exchange programs, including Bicincittà in Barcelona, Spain and BIXI in Montreal, Canada. These programs are the third generation of bicycles with a network of web stations and technologies for unlocking bicycles electronically. (S. A. Shaheen, Camel, Manager, Velu, & Sustainability, 2011).

In October 2010, the San Francisco Municipal Transport Agency announced a grant of $ 4.9 million to finance a regional bicycle exchange program consisting of 1,000 bicycles and 100 kiosk stations in the bay area (MTC.ca.gov 2010). The goal of both programs is to reduce emissions of greenhouse gases and congestion in the region.

In addition to commercial bike sharing, several employers and municipalities in the United States have developed bicycle sharing programs to improve the physical health of their employees and the environmental health of the cities. Humana, a medical corporation in Louisville, Kentucky, created Freewheelin in 2007 as an innovative employee health and wellness program. Humana later expanded Freewheelin 'at other offices in the USA and provided bicycles for the Democratic and Republican national conventions. Other employee bike-sharing programs have been implemented by US cities. These include BCycle from Denver, influenced by Freewheelin, East Lansing, Michigan's ShareABike, Austin, Texas Share and Denton, Texas City Employee Bike to Work (DeMaio and Meddin 2009, City of Easy Lansing 2010, American City & County 2009; Bike Denton 2009). All of these programs are free, available as an employee benefit, and as a means of providing alternative transportation to reduce air pollution.

Currently, about 101 bicycle exchange programs operate in approximately 125 cities around the world, with more than 139,000 shared bicycles. Today, as a leader in bike sharing, it is currently supported by 19 European countries. In North and South America, there are programs in Canada, Mexico, USA, Brazil, and Chile. Asia, which is the fastest growing bicycle exchange market, operates programs in China, South Korea, and Taiwan. Table 1 (below) provides an overview of the available data on a bicycle.

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Table, Worldwide Bike sharing Programs

Country

Bicycles

Stations

Austria

1,500

82

Belgium

1,000

100

Brazil

232

26

Canada

5,000

400

Chile

50

10

China

61,400

2,518

Czech Republic

51

16

Denmark

2,513

277

Finland

300

26

France

36,443

2,936

Germany

6,069

128

India

100

6

Italy

3,392

361

Ireland

450

40

Luxembourg

370

40

Mexico

1,100

82

Monaco

10

2

Netherlands

3

200

Norway

1,660

154

New Zealand

175

11

Poland

100

13

Romania

100

10

Spain

11,080

842

South Korea

430

20

Sweden

2,125

171

Switzerland

120

11

Taiwan

2,000

31

United States

120

10

United Kingdom

1,410

809

27

2.2 Future The progress and shortcomings of previous and existing bicycle sharing models have contributed to the growth of knowledge about this mode of public transport. This experience gives way to a fourth-generation bike exchange model or DemandResponsive,

Multimode systems. These systems emphasize: •

Flexible, clean docking stations

•

The introduction of the redistribution of the bike.

•

Integration of smart cards with other modes of transport, such as public transport and auto repair

•

Technological advances, including GPS tracking, sensory kiosks, and electric bicycles.

BIXI, which was launched in Canada in May 2009 and operates with 5,000 bicycles and 11,000 members, marks the beginning of the fourth generation of bicycle exchange (Gian-Carlo Crivello, unpublished data). One of the main innovations of BIXI bicycle docking stations is mobility, allowing you to remove stations and transfer them to different places. This innovation allows you to move bicycle stations in accordance with usage patterns and user requirements. Another improvement that the BIXI system can offer to future bike-sharing programs is the use of solar stations. Not surprisingly, solarpowered stations will further reduce emissions and the need to provide access to the energy grid to support operations. Sharing fourth-generation bicycles may also consider disabling docking stations and choosing flexible stations where users use mobile phone technology and outdoor cycle furniture to pick up and drop off, as do five cities in Germany. (S.Shaheen et al., 2010)

Another area for improvement is bicycle safety, which can be supported by constant technological advances, such as designing and integrating GPS units into more reliable bicycle frames, which further improve existing locking mechanisms, prevent bicycle theft and help rebuild bikes. However, adding GPS devices is expensive and can potentially increase financial loss if bikes with integrated GPS are destroyed or stolen. Finally, to focus on a wider circle of bicycle-sharing users, fourth-generation systems may be more 28

likely to include electric bicycles that allow you to travel long distances; encourage cycling on steeper hills and slopes; and reduce physical exertion requirements, especially when users travel or make work trips in business attire. (S. Shaheen et al., 2010)

2.3 University There has been a significant worldwide growth of tertiary institutions within the last two decades. The growth has not only been confined to an increase in the number of tertiary institutions, but an expansion of existing ones as well. In most of the world’s wealthier nations, the proportion of the population undertaking higher education has grown by 20.0% in the present century. In many developing countries and emerging economies, the growth has been even faster (Williams, 2011).

For instance, China and India have both experienced unprecedented growths in their Higher Education sectors in the last decade. Student enrolment in Higher Education institutions in China increased from two million students in 1997 to the current 27 million, making the Higher Education sector the highest in the world. India, with more than 400 universities, has experienced an annual growth rate of approximately 6.0% since 1985 (Mbara & Celliers, 2013).

In South Africa, according to Higher Education in Context (2011), the population of university students in the country increased from about 473,000 in 1993 to approximately 799,700 in 2008. This shows that within a period of 16 years the student population almost doubled; this increase equates to 4.3% growth per annum. Rensburg highlighted the serious shortage in student accommodation at South African universities, as evidenced by the total number of beds at all universities, which stood at 107,598 in 2010, equating to 20.0% of the total enrolment. The unprecedented growth in the number of university students has clearly created accommodation constraints, forcing many students to stay off-campus.

With increase in number of students, these universities could even imply for private cycle sharing corporations like PEDL by Zoomcar which is India’s first dock-less, reasonable and environmentally friendly cycle sharing service for short journeys. These bicycles are GPS enabled which helps students to easily locate the closest available cycle. It is linked 29

via Paytm with min of Rs. 30 in the wallet. So, payments could be made digitally. If any problem occurs there is a 24-hour active helpline available for resolving any kind of issues. There are even some attractive offers for monthly or daily subscriptions.

2.4 Design Touring bikes are a special type of road bike. They are designed to ride on the sidewalk, but more durable for use at self-sustaining distances. They usually have a more relaxed frame design so that the rider is more vertical, for greater comfort when traveling long distances for several days at a time. This is a traditional steel, hybrid bike. It is known that, although they are heavier than alloy frames, they are strong and durable. The frames are ergonomically designed with the frame's geometry being lowered, which makes installation and disassembly easy. Bicycles are classified as unisex. Bikes have a rigid fork and are available in two sizes - Medium and Large. They are designed for simplicity. Branding is clean, on the frame of the bike, and information about the model is painted on the upper side of the upper tube neatly. These bikes are available in custom colors. Some models of fast rolling and slightly threaded, while the more expensive have more cushions on the saddle to provide a comfortable ride, which helps on longer trips because the bones of the seats do not get upset. (This short paragraph is taken from an article of design of bicycle from“btwin-riverside-50-review @ www.choosemybicycle.com,” n.d.) 2.5 Price The Pricing Strategy of Delhi, India cycle sharing is such that the annual membership rate should be set at a rate that is high enough to discourage theft of cycles but low enough to encourage broad uptake within the study area. The daily subscription rate would be offered at a lower price for the first month of operations in order to encourage new users, including local residents to try out the system. The usage rates should be calibrated so that the cycle sharing system remains competitive with other modes in Delhi. Annual memberships can be offered in monthly instalments of Rs. 100 to expand access to the system to lower income residents. (ITDP, 2012)

30

Table, Proposed subscription rates Subscription type

Rate (Rs)

Daily subscription

50

Monthly subscription

500

Annual subscription

1,500

The purpose of the user data collection structure is to encourage short trips. This increases the number of times each cycle can be used in the system. Trips of less than 30 minutes are not charged. (ITDP, 2012)

Table, Proposed usage fees Time period

User fee (Rs)

First 30 minutes

Free

30–59 minutes

5

60-119 minutes

10

each additional hour

15

So, after the price is set, availability should be such that it determines the coverage area. 2.6 Availability Stations will be placed at regular intervals, with a distinctive distance of 300 m between stations. Close station layout will help make cycle sharing viable with other modes and will decrease the distance that a user has to walk to the next station, should s/he find a station either totally full or totally empty. To maximise ease-of-use, stations will be placed near vital origins and destinations, including: •

Around public spaces and restoration spaces

•

Public transport centres such as Delhi Metro stations and DTC bus stops

•

Market zones, and community shopping centres

•

Cultural benchmarks

•

Academic organisations and Libraries

•

Retail roads and places

•

Government headquarters

31

•

Easily accessible locations inside residential parts

Stations have been categorised into three groups: small stations with 12 docks, medium stations with 24 docks, and large stations with 36 docks. Some large stations can be constructed as parking area stations, in which a large number of cycles are retained in a walled parking area. In such stations, a user completes the checkout process by passing through turnstiles with a cycle. Parking areas can reduce implementation costs by reducing the number of docks that need to be installed. The number of cycles was calculated assuming a ratio of approximately 1.5 docks per cycle. (ITDP, 2012)

Table, Number of stations and bicycles

Number of stations Small (12 docks) Medium (24 docks)

Initial rollout

Subsequent expansion*

220

80

41

15

Large (36 docks or 15

6

parking area) Total Number

of

276

101

2,776

1,024

bicycles

Availability only comes into play if the in-app experience of the application is smooth, responsive and convenient. There are some key findings to keep in mind before designing any mobile application to maximise the in-app experience: Mobile App Users are impatient •

61% Anticipated, apps to start in 4 seconds or less.

•

49% Anticipated, apps to respond in 2 seconds or less.

Users are intolerant of problems and are quick to abandon mobile apps •

80% Indicated they will only attempt to use a challenging app three times or less.

•

53% Uninstalled or removed a mobile app with severe problems like crashes, freezes or errors.

•

36% will stop using a mobile app due to substantial battery usage.

32

Users blame the mobile App and the firm who made it •

55% Hold the app accountable for performance issues.

•

37% Stated that mobile app crashes or errors make them think less of a company’s product. (Hewlett Packard, 2015)

33

Chapter 3 HYPOTHESES DEVELOPMENT

Touring bikes are a special type of road bike. They are designed to ride on the sidewalk, but more durable for use at self-sustaining distances. They usually have a more relaxed frame design so that the rider is more vertical, for greater comfort when traveling long distances for several days at a time. This is a traditional steel, hybrid bike. It is known that, although they are heavier than alloy frames, they are strong and durable. The frames are ergonomically designed with the frame's geometry being lowered, which makes installation and disassembly easy. Bicycles are classified as unisex. Bikes have a rigid fork and are available in two sizes - Medium and Large. They are designed for simplicity. Branding is clean, on the frame of the bike, and information about the model is painted on the upper side of the upper tube neatly. These bikes are available in custom colors. Some models of fast rolling and slightly threaded, while the more expensive have more cushions on the saddle to provide a comfortable ride, which helps on longer trips because the bones of the seats do not get upset. (This short paragraph is taken from an article of design of bicycle from“btwin-riverside-50-review @ www.choosemybicycle.com,” n.d.) H1: There is a positive relationship between Design and Consumer Satisfaction.

The Pricing Strategy of Delhi, India cycle sharing is such that the annual membership rate should be set at a rate that is high enough to discourage theft of cycles but low enough to encourage broad uptake within the study area. The daily subscription rate would be offered at a lower price for the first month of operations in order to encourage new users, including local residents to try out the system. The usage rates should be calibrated so that the cycle sharing system remains competitive with other modes in Delhi. Annual memberships can be offered in monthly instalments of Rs. 100 to expand access to the system to lower income residents. (ITDP, 2012)

34

Table, Proposed subscription rates Subscription type

Rate (Rs)

Daily subscription

50

Monthly subscription

500

Annual subscription

1,500

The purpose of the user data collection structure is to encourage short trips. This increases the number of times each cycle can be used in the system. Trips of less than 30 minutes are not charged. (ITDP, 2012)

Table, Proposed usage fees Time period

User fee (Rs)

First 30 minutes

Free

30–59 minutes

5

60-119 minutes

10

each additional hour

15

H2: There is a positive relationship between Price and Consumer Satisfaction.

There are some key findings to keep in mind before designing any mobile application to maximise the in-app experience: Mobile App Users are impatient •

61% Anticipated, apps to start in 4 seconds or less.

•

49% Anticipated, apps to respond in 2 seconds or less.

Users are intolerant of problems and are quick to abandon mobile apps •

80% Indicated they will only attempt to use a challenging app three times or less.

•

53% Uninstalled or removed a mobile app with severe problems like crashes, freezes or errors.

•

36% will stop using a mobile app due to substantial battery usage. 35

Users blame the mobile App and the firm who made it •

55% Hold the app accountable for performance issues.

•

37% Stated that mobile app crashes or errors make them think less of a company’s product. (Hewlett Packard, 2015)

H3: There is a positive relationship between In-App Experience and Consumer Satisfaction.

Stations will be placed at regular intervals, with a distinctive distance of 300 m between stations. Close station layout will help make cycle sharing viable with other modes and will decrease the distance that a user has to walk to the next station, should s/he find a station either totally full or totally empty. To maximise ease-of-use, stations will be placed near vital origins and destinations, including: •

Around public spaces and restoration spaces

•

Public transport centres such as Delhi Metro stations and DTC bus stops

•

Market zones, and community shopping centres

•

Cultural benchmarks

•

Academic organisations and Libraries

•

Retail roads and places

•

Government headquarters

•

Easily accessible locations inside residential parts

Stations have been categorised into three groups: small stations with 12 docks, medium stations with 24 docks, and large stations with 36 docks. Some large stations can be constructed as parking area stations, in which a large number of cycles are retained in a walled parking area. In such stations, a user completes the checkout process by passing through turnstiles with a cycle. Parking areas can reduce implementation costs by reducing the number of docks that need to be installed. The number of cycles was calculated assuming a ratio of approximately 1.5 docks per cycle. (ITDP, 2012)

36

Table, Number of stations and bicycles

Number of stations Small (12 docks) Medium (24 docks)

Initial rollout

Subsequent expansion*

220

80

41

15

Large (36 docks or 15

6

parking area) Total Number

of

276

101

2,776

1,024

bicycles

H4: There is a positive relationship between Availability and Consumer Satisfaction. Propsed Concentual Framework

3.1 Measurement of demographic variables

Some demographic variables were added to the questionnaire which are:

1) Role inside the campus of the respondents in four categories- Students, Faculty, Administration, House Maker. 2) Gender of the respondents was asked with three options i.e. “male”, “female” and “prefer not to say”. 37

3) The Residency of the population was asked with two options i.e. “In Campus” and “Out Campus”. 3.2 SAMPLING: Simple Random Sampling has been used because for each member there is an equal probability of being chosen from the population. 3.3 Data Collection

The questionnaire was prepared in an online format and its online link was generated. This link was then sent to respondents via email and social networking sites. A pilot study was initially conducted on 50 respondents and the scale reliability was measured using Cronbach‘s Alpha having value 0.71 which is in the acceptable range. Then, 381 people were contacted to send the questionnaire. The classification of the responses was made on the Demographic basis as per the objectives.

3.4 Statistical tools

The study has used advanced statistical tools like Confirmatory Factor Analysis to validate representative factors grounded in the population under study. Structural Equation Modelling was used to test the model hypotheses. Furthermore, Linear Regression was used for comparative analysis. The statistical package for social sciences (SPSS 21.0), AMOS 21 and Excel Statistical Package were used to test the hypotheses.

38

CHAPTER 4 DATA ANALYSES 4.1 Introduction Data Analysis was carried out in parts. In the first part, descriptive statistics of the demographics of the respondents were analyzed. In the second part assumptions for various statistical tests were analyzed. In the third section, the scale items of the questionnaire were analyzed. Confirmatory Factor Analysis (CFA) was resorted to validate representative factors grounded in the population under study. Structural Equation Modelling was used to test the model hypotheses. For cultural comparisons, multi-group moderation and MultiNominal Logistic regression were used.

4.2 Frequencies of the Demographic Variables The frequencies of the demographic variables viz. age, work, Gender, travel experience, social class and culture were analyzed.

This survey was conducted inside the university where the male-Female ratio was 70.5% (male) and 29.5% (female). We have the total sample size of 381 people from which 283 were male and rest 98 were females.

Role in Campus

Number

Percentage

Cumulative percentage

Student

264

69.29%

69.28%

Faculty

58

15.22%

84.51%

Administration

27

07.08%

91.58%

House Maker

32

08.34%

100.00%

39

The survey was conducted within the campus among various category of people. 264 were students, 58 were the teaching faculties from various educational blocks, 27 were the administration employee of the university and 32 were the family members of the various employees living inside the university campus. We have tried to collect the diverse nature of the sample so that the result could be interpreted in a better way.

Residency

Percentage (in %)

Cumulative Percentage (in %)

In campus

73.1

73.1

Out Campus

26.9

100

This survey was consucted in LPU. The sample population was divided into 2 parts that is incampus and out campus which were 73.1 and 26.9 percentage respectively. 4.3 Measurement of Scale

Most of the scales were self-made and some of them were re-specified to suit the context of handicrafts. So, to validate those scales, the researchers applied first exploratory factor analysis (EFA) then confirmatory factor analysis (CFA). Confirmatory factor analysis (CFA) is used to test the consistency of measures of a construct with the researcher's understanding of the nature of that construct (or factor). KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.819

Bartlett's Test of

Approx. Chi-Square

2.843E3

Sphericity

Df

231

Sig.

.000

In order to test the suitability of the data for regression, the correlation matrix was computed and examined. The results indicated that there were enough correlations to justify the application of regression. Kaiser-Meyer-Olkin measure of sampling adequacy for individual variables were found to be sufficiently high for all the variables. Overall, MSA was found to be 0.819 which indicated that the sample was very good for sampling.

40

Bartlett’s Test of Sphericity showed statistically significant number of correlations among the variables (Approx. df = 231, significance = 0.000). Rotated Component Matrixa Component 1

2

3

4

Rate the attributes and Feature of Hexi bike. (5 being the highest)

.888

[Design of Bike] Rate the attributes and Feature of Hexi bike. (5 being the highest)

.853

[Height Adjustment] Rate the attributes and Feature of Hexi bike. (5 being the highest)

.826

[Comfort] Rate the attributes and Feature of Hexi bike. (5 being the highest)

.800

[Color of bike] Bases on the experience with the product, would you like

.803

to try it again? Based on the experience with the product, would you

.782

recommend it to a friend? Considering the overall price, you paid, was our

.680

product No. of cycles available

.711

in campus are enough. Hexi bikes are easily available during day and

.691

night time.

41

5

6

Synchronization of Hexi App and actual cycle

.656

location matches Hexi Mobile App

.557

interface is user friendly. Do you suggest Hexi bikes to your friends

.583

Hexi bikes. Design of Hexi bike is equally appealing for

.573

men and women. Advertising done in university for Hexi bike

.564

was sufficient. Parking stands should be built closer to

.559

academic blocks. There should be a separate roadway for

.522

Hexi bike. 30 minutes are enough to finish a ride in

.683

campus. Fine of Rs. 5/- per ride

.646

time is sufficient Rs. 175/- per month is a

.601

reasonable charge. Hexi bike should have

-.518

more than one seat Subscription should be

.746

based on hourly basis. A 5-Day Subscription is

.696

enough Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations.

According to Rotated Component Matrix with first component having 4 factors, second component having 3 factors, third component having 4 factors, fourth component having

42

5 factors, fifth component having 4 factors, sixth component having 2 factors and every item is having factor loading of more than 0.500. Rotation coverage in 6 iterations. Hence, all of these standards revealed that data was fit for factor analysis.

Model Fit Indice of CFA

4.4 Hypothesis Testing 4.4.1 Price – Satisfaction Regression The Dependent Variable here is Consumer Satisfaction and Independent Variable is Price ANOVAb Model 1

Sum of Squares Regression

df

Mean Square

26.993

1

26.993

Residual

149.635

376

.398

Total

176.628

377

F 67.828

Sig. .000a

a. Predictors: (Constant), Price b. Dependent Variable: Satisfaction

This table indicates that the regression model predicts the dependent variable significantly well. Here, p<0.0005, i.e. less than 0.05 with level of significance 0.0 which means it is a good fit for the data.

43

Model Summary

Model

R .391a

1

Adjusted R

Std. Error of the

Square

Estimate

R Square .153

.151

.63084

a. Predictors: (Constant), Price

This table provides the R and R2 values. The R value represents the simple correlation and is 0.391 (the “R” Column), which indicates a moderate degree of correlation. The R2 value (the “R Square” column) indicates how much of the total variance is the dependent variable which is 0.153. Adjusted R^2 value suggest 15.1% of the effect of independent variable that are significantly contributing to Consumer Satisfaction.

Coefficientsa Standardized Unstandardized Coefficients Model 1

B (Constant)

Coefficients

Std. Error

Beta

2.266

.131

.347

.042

Price

t

.391

Sig.

17.334

.000

8.236

.000

a. Dependent Variable: Satisfaction

With the help of coefficients table, we can find the regression equation as: Satisfaction = 2.266 + 0.347 (Price)

4.4.2 Availability-Satisfaction Regression

The Dependent Variable here is Consumer Satisfaction and Independent Variable is Availability.

Model Summary

Model 1

R .246a

R Square .061

Adjusted R

Std. Error of the

Square

Estimate .058

.66433

44

Model Summary

Model

R

Std. Error of the

Square

Estimate

R Square

.246a

1

Adjusted R

.061

.058

.66433

a. Predictors: (Constant), Availability

This table provides the R and R2 values. The R value represents the simple correlation and is 0.246 (the “R” Column), which indicates a moderate degree of correlation. The R2 value (the “R Square” column) indicates how much of the total variance is the dependent variable which is 0.061. Adjusted R^2 value suggest 58% of the effect of independent variable that are significantly contributing to Consumer Satisfaction.

ANOVAb Model 1

Sum of Squares Regression

Df

Mean Square

10.687

1

10.687

Residual

165.941

376

.441

Total

176.628

377

F

Sig.

24.215

.000a

a. Predictors: (Constant), Availability b. Dependent Variable: Satisfaction

This table indicates that the regression model predicts the dependent variable significantly well. Here, p<0.0005, i.e. less than 0.05 with level of significance 0.0 which means it is a good fit for the data

Coefficientsa Standardized Unstandardized Coefficients Model 1

B

Coefficients

Std. Error

Beta

(Constant)

2.428

.182

Availability

.241

.049

t

.246

13.314

.000

4.921

.000

a. Dependent Variable: Satisfaction

With the help of coefficients table, we can find the regression equation as: Satisfaction = 2.428 + 0.241 (Availability) 45

Sig.

4.4.3 Inapp Experience – Satisfaction Regression

The Dependent Variable here is Consumer Satisfaction and Independent Variable is in-app Experience. Model Summary

Model

R

Std. Error of the

Square

Estimate

R Square

.407a

1

Adjusted R

.165

.163

.62614

a. Predictors: (Constant), InappExperience

This table provides the R and R2 values. The R value represents the simple correlation and is 0.407 (the “R” Column), which indicates a moderate degree of correlation. The R2 value (the “R Square” column) indicates how much of the total variance is the dependent variable i.e. 0.165. Adjusted R^2 value suggest 16.3% of the effect of independent variable that are significantly contributing to Consumer Satisfaction. ANOVAb Model 1

Sum of Squares Regression

df

Mean Square

29.216

1

29.216

Residual

147.412

376

.392

Total

176.628

377

F

Sig. .000a

74.521

a. Predictors: (Constant), InappExperience b. Dependent Variable: Satisfaction

This table indicates that the regression model predicts the dependent variable significantly well. Here, p<0.0005, i.e. less than 0.05 with 0.0 level of significance which means it is a good fit for the data. Coefficientsa Standardized Unstandardized Coefficients Model 1

B (Constant) InappExperience

Std. Error 2.056

.149

.357

.041

46

Coefficients Beta

t

.407

Sig.

13.837

.000

8.633

.000

Coefficientsa Standardized Unstandardized Coefficients Model 1

B (Constant) InappExperience

Coefficients

Std. Error 2.056

.149

.357

.041

Beta

t

.407

Sig.

13.837

.000

8.633

.000

a. Dependent Variable: Satisfaction

With the help of coefficients table, we can find the regression equation as: Satisfaction = 2.056 + 0.357 (In-app Experience)

4.4.4 Design-Satisfaction Regression The Dependent Variable here is Consumer Satisfaction and Independent Variable is Design.

Model Summary

Model

R .507a

1

R Square

Adjusted R

Std. Error of the

Square

Estimate

.257

.255

.59091

a. Predictors: (Constant), HexiDesign

This table provides the R and R2 values. The R value represents the simple correlation and is 0.507 (the “R” Column), which indicates a high degree of correlation. The R2 value (the “R Square” column) indicates how much of the total variance is the dependent variable i.e. 0.257. Adjusted R^2 value suggest 25.5% of the effect of independent variable that are significantly contributing to Consumer Satisfaction.

ANOVAb Model 1

Sum of Squares Regression

df

Mean Square

45.340

1

45.340

Residual

131.288

376

.349

Total

176.628

377

a. Predictors: (Constant), HexiDesign

47

F 129.852

Sig. .000a

ANOVAb Model 1

Sum of Squares Regression

df

Mean Square

45.340

1

45.340

Residual

131.288

376

.349

Total

176.628

377

F

Sig.

129.852

.000a

b. Dependent Variable: Satisfaction

This table indicates that the regression model predicts the dependent variable significantly well. Here, p<0.0005, i.e. less than 0.05 with 0.0 level of significance which means it is a good fit for the data

Coefficientsa Standardized Unstandardized Coefficients Model 1

B

Coefficients

Std. Error

Beta

(Constant)

2.025

.117

HexiDesign

.391

.034

t

.507

17.350

.000

11.395

.000

a. Dependent Variable: Satisfaction

With the help of coefficients table, we can find the regression equation as: Satisfaction = 2.025 + 0.391 (Hexi Design) The Result after applying regression proved all the hypothysis. Hence; Hypothesis H1 is supported. Hypothesis H2 is supported. Hypothesis H3 is supported. Hypothesis H4 is supported.

48

Sig.

Chapter 5 Discussion and Conclusion

5.1 Discussion In this research we found the impact of various parameters which affect the consumer satisfaction. Depending upon the responses we got, we have done linear regression analysis and further EFA and CFA was also done. Hexi cycles was majorly used by the students inside the campus and rarely by the faculty so that was also seen the sample population as there are around 70% students in the sample survey. There is a significant trend seen by the responses that the consumers are not satisfied with the pricings adapted by the hexi. They were fine with the design and availability up to a major extend and the Likert scale was at an average of agree to strongly agree. The factor perceived information quantity was hypothesized to have moderating affect some of the paths. It was found that perceived information quantity moderated the negative relationship of FT knowledge and FT Skepticism. As, from the path analysis, it can be observed that with more knowledge, perceived information quantity becomes less.

5.2 Summary of findings In conclusion, it can be said that the major findings of the study are as follow:

1) The model of Hexi Cycle usage as a transport medium consumption given by De Pelsmacker and Janssens (2007).

2) Design and Price variable are the most important factor affecting consumer behaviour of consumer on hexi cycle.

3) Demographical and gender-based travel experience affects perception, attritude and behaviour of using cycles

49

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