Market Research Plan Of Vande Bharat
Mridul krishna shukla
Roll number-2311res96
Marketting Management
1)Introduction and Purpose-: Vande bharat is a medium distance
superfast express service operated by Indian railways.It is reserved air
conditioned chair car service that connects the cities that are less than
800km in a distance or less than 10 hours time taking to travel.It is
India's most modern trains which makes it fancy and the seats can turn
aroundd so that you can adjust them the way you like.Each coach has
big windows so you can enoy the view,there are also automatic
doors,Cameras for safety ,smoke alarms and toilets that can clean
themselves and the well organised catering service and staff
Identifying the problem and objectives of the research-: peoples are
facing various problems while travelling in the trains or while accessing
the services or after accessing the services.We are conducting a market
research to review the business and find the problems consumers face
from the consumer point of view.Some questions that arised in our
mind are-:
Will offering an luxury train service create enough incremental
preference and profit for Indian Railways to justify its cost against other
possible investments in service enhancements indian might make?(1)
Are people ready to pay more if they are reaching fast in their
destination?(2) If so, should we offer the service to first-class only,
orinclude business class, and possibly economy class? (3) What price(s)
should we charge? (4) On what types of cities between lengths of trips
should we offer the service?
Objectives-:
1)To know if the consumers are aware of the service or train
2)To understand the service intrest at different price point
3)To elevate the costumer satisfaction level
4)To know how often people will consider travelling or how
often people travell vande bharat over other trains or transport
5)To gather the information people face while accessing the
service and to access the safety level of the train people experience
Doveloping a Research Plan or Our Research Methedology
In planning our research, we aim to explore the behaviors and thoughts
of customers in a thorough and comprehensive manner. To accomplish
this, we have devised a strategy that involves employing two distinct
methods: qualitative and quantitative approaches.
Qualitative Research (Focus Group Research)-:For our Vande
Bharat Train market research plan, focus group discussions will
help us learn what passengers want and need. We will talk to
different people about things like ticket prices, comfort, safety,
and overall satisfaction. This will help us make sure the train
service meets everyone's expectations.
By chatting with passengers, we'll uncover their hidden feelings
and motivations, which will guide us in making improvements.
Also, we'll hear their ideas for making the train travel experience
even better. This way, we can design the Vande Bharat Train to be
exactly what passengers want and need.
In the Vande Bharat market research, we will start with a broad
question, such as “How do you feel about luxury train travel
compare to the current one?” Questions then move to how
people view the trains and other modes of travel, different
existing services, different proposed services, and specifically,
Comfort,Safety and the Pricing one."what are the problems that
you have faced or facing while using the service and what are
your expectations when you pay this much amount of money.
Quantitative Research (creating questionnairs)-: In addition to
qualitative discussions, we will also gather data through
structured questionnaires. These questionnaires will consist of a
mix of open-ended and closed-ended questions designed to
gather both detailed insights and concise information from
participants. By distributing these questionnaires to a large
number of individuals, I aim to gather a broader perspective on
customer behavior and attitudes.
In questionnairs we will try to know the passenger and their
preferences compared to the other modes of transport or trains?
what are their opinions when travelling to vande bharat? why the
choose this over the other means? what is the main reason of
denial of this train?what is the satisfaction level of the passengers
onboarded? what comes in their mind when they hear the word
vande bharat?
We will try to get the quantitative information or overview about
what passengers feel after onboarding the train and what are the
reasons the choose this,what is the satisfaction level after
boarding.
Mix set of open and closed end question will help us to get the
useful insights about all the directions.
Collecting the information
1. Focus Group Research-:Detailed insights that we got after the
discussion from the focus group is as follows-:
a. Comfort and Facilities: Seats were comfertable and big, but toilets
could be cleaner.
b. Having charging points was good, but seats need softer cushions.
c. Onboard Services:Food tasted good, but there were not many veg
options.
d. Safety and Security:I felt safe with guards around and clear
emergency instructions.
e. Cameras were really creating an inner satisfaction in me that my
luggage is safe in case of any mishappening
f. Overall Satisfaction and Recommendations:I enjoyed the journey,
but there's scope for improvement,in terms of pricing and safety
g. Preferences Over other modes or substitutes:Main things for me
is pricing,if timing is not an issue i will probably not choose other
trains or substitutes over Vande bharat Express.
2. Questionnair Information Collection:detailed insights that we got
after conducting the survey and Some information about the survey are
as follows-:
Sample size-8people
type of data-Primary data
Questionnairs Type- Closed end and Open end Mix
Sampling Unit-Those who have used or will be using the service
Sampling procedure-Random Sampling
Mode of Survey-Online Google Forms
Questions that were asked in Questionnairs were
I. have you ever travelled in Vande bharat train? (Yes/No)
II. On the scale of 1 to 5 rate your experience (MCQ) 1 to 5
III. if i wouldd have a choice of choosing vande bharat,i would
probably
Definately Choose/probably choose/not
sure/probably not/definately not
IV. what are the problems you have faced while travelling in vande
bharat train? short answers
V. When I choose trains,the most important consideration in my
decision is ?
VI. which thing attracted you the most in getting the reservation of
vande bharat? comfort/food/safety/time/price)
VII.why you would not choose this train if there is reason to do so?
(open end short answer)
VIII.which thing you dont like about the train? (open end sort
answer)
IX. opinion about vande bharat or suggestion!
Analyzing the Information-: When we asked the question about the
problems passengers are facing (in elaborative form)there were mixed
reviews of the pricing and confortable issues
In
this chart it clearly tells that 75%of the customers are attracted towards
the vande bharat due to comfort and luxuriousness,while the 2nd
biggest reason for their travell is the less time taking advantage of the
train.
while
addressing about the problems about half of the sample size faced
price as the major problem while half the people were dissapointed
with the chair car facility of the train,they looked incl
Around 37.5% people said that
they will definately choose vande bharat over other trains while the
other 37.5% people chose that they will probably choose the
train..while the rest were not sure for choosing.
Present the findings-: The main survey findings of the vande bharat
research are-:
I. Passengers chief reason for using Vande bharat train service is the
comfort and semi luxuriousness
II. Offering luxury service would strengthen the public’s image of
Indian Railways as an innovative and progressive railway. indian
railways would gain some new passengers and customer goodwill.
III. Main reason of people not choosing the train or disliking the train
over other trains is the chair car seating system.
IV. High prices was also the reason why people substituted the train
with the other one.
V. Some people shared the insights that food and catering service is
not upto the mark when compared to the price charged for that.
VI. In the FGR we got to know that people have issues with the safety
and pricing.
VII.Some people said that it runs on the limited routes.
VIII.Cameras created the inner safety and self satisfaction among the
passengers
IX. around 42% people said that they will repeat the service usage if
they would ever given a chance
Taking the Decision-: Based on what we found from talking to people
about the Vande Bharat train service, here's what we should think
about before making any decisions:
Comfort and Semi-Luxuriousness:
People really like the Vande Bharat train because it's comfortable and
somewhat luxurious. So, we should make sure to keep it comfy to
attract more passengers.
Offering Luxury Service:
If we add more luxury services, it will make people think Indian
Railways is cool and modern. This might get more people interested
and happy about using the train.
Chair Car Seating System and Pricing:
Some folks didn't like the seating and thought the prices were too high.
We should think about making seats better and maybe adjusting prices
so more people can afford to travel on the train.
Food and Catering Service Quality:
People weren't happy with the food compared to what they paid for it.
We should try to make the food better and maybe charge fairer prices
to keep passengers satisfied.
Safety and Route Coverage:
We need to make sure the train is safe and covers more places. This will
make people feel safer and give them more options for where they can
go.
Inner Safety and Satisfaction:
Cameras made passengers feel safer and more satisfied. So, we should
keep them to make sure everyone feels comfortable during the
journey.
Likelihood of Repeat Usage:
Many people said they'd use the service again if they could. This means
we have a good chance to keep passengers coming back if we make the
service even better.
Overall, we should focus on making the Vande Bharat train more
comfortable, affordable, and safe while providing better services to
keep passengers happy and coming back.
