The effects of masculinity in underbone motorcycle design on consumer in VietNam - The case of Honda Winner
Abstract
Vietnamese Motorcycle Market consists of more than 90 million people and approximately 50 million motorcycle registered (General Statistic Office of Vietnam, 2016). Above impressive numbers pointed out Vietnam now is a potential market for any motorcycle manufacturer. After entering Vietnam since 1996, Honda Vietnam has held a big part of nearly 76% of the Vietnamese motorcycle market share, which brings it to the position of the biggest player in the market. However, since 2005, Yamaha – the competitor of Honda has launched the very first underbone motorbike in Vietnam, and has gain tremendous success. However, the design of the bike is still associated with the original scooter, which considered as feminine. Later on, Suzuki has launched Raider, another underbone with more different design but failed in gaining the market share. Honda Vietnam has decided to launch the same type of underbone with familiar deign to Yamaha Exciter, called Honda Winner and also succeeded. In order to understand Vietnamese young consumers’ perception of masculinity of motorcycle design and its effects on consumer purchase intention, this paper study the case of Honda Winner and the Vietnamese consumers behavior using qualitative approach.
Key words: Masculinity, Underbone, Motorcycle, Design, Masculine design.