A Japanese automobile company with an established brand in Benin was interested in understanding consumer perception of its brand and other competitor brands in order to deepen its presence in the Benin market. The client commissioned the research to evaluate consumer and distributor perception for selected motorcycle brands and also to understand the motorcycle market in Benin in the area of financing, brand selection and effective marketing channels.
Using Computer Assisted Personal Interviews (CAPI), a total sample of 629 responses were collected for analysis, covering insights on brand selection factors, distribution, marketing, maintenance and financing. Based on the data collected, the client understood the factors influencing brand selection; we compared the factors consumers use to select the client’s brand with factors used for other top brands in the market. The results also helped the client to understand the critical factors for marketing and the element of the brand that attract consumer patronage.
- Sample Size: Motorcycle users (603) and Dealers (26)
- Cities Covered: Abomey-Calavi, Cotonou, Parakou and Djougou
The result of the research is being used by the country director as a guide to develop strategies which will make the brand more visible and accessible to motorcycle users in Benin. The findings of the study currently serve as insights to the client in its business development efforts.