Yamaha Motor Co., Ltd. exports and sells motorcycles in Tanzania, but was not seeing satisfactory sales growth. The company decided to conduct a survey in order to investigate the cause. JCCP M was fully responsible for implementing the survey and analyzing the data. We conducted interviews with local motorcycle taxi drivers, who are the target audience, to learn about motorcycle purchasing factors and see how they compare Yamaha motorcycles with competitors. We then analyzed and proposed how to improve their sales.

Tanzania Motorcycle Taxi Driver Interviews

Indian and Chinese manufacturers hold a large share of Africa’s motorcycle market. What are the factors in customers’ purchase decisions, and how can Japanese companies rally to catch up?

Tanzania Motorcycle Taxi Market Survey – Group Interview

Individual interviews and focus group discussions were held for a deep analysis and understanding of customers’ tastes and their assessments of each manufacturer.

In order to understand the African market, it is necessary to travel to key regions and interview customers in person. JCCP M plans and implements in-person marketing research from start to finish.