Client Name

Atlas Honda Limited

Faculty Advisor

Dr. Hassan Mahmood

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This study sits at the intersection of both Entrepreneurship and Innovation and Behavioural Studies. The behavioural dimension drives the analysis: the central finding, that non-users systematically misread the social environment around them in ways that suppress a preference they already hold, requires understanding how norms, household authority, and risk perception interact rather than simply mapping market demand. TPB and TAM are both behavioural frameworks, and the research instruments were designed to surface attitudinal and normative variables as much as transactional ones. The entrepreneurship and innovation dimension drives the application: Atlas Honda is not being asked to respond to an existing market but to develop one, which requires creative problem-solving across product design, financing architecture, training infrastructure, and go-to-market strategy simultaneously. The two areas are not parallel in this study, they are sequential. Behavioural insight is what diagnoses the problem accurately; entrepreneurial thinking is what translates that diagnosis into scalable solutions.

Aligned SDGs

GOAL 5: Gender Equality

Aligned SDGs Justification

SDG 5 is the most foundational alignment because independent mobility is not a downstream benefit of gender equality here, it is a precondition for it. A woman who cannot move cannot reliably work, study, or access healthcare on her own terms. The other three SDGs this study touches (decent work, reduced inequalities, sustainable cities) all assume a degree of female mobility that currently does not exist for a large share of Karachi's women. Every recommendation in this study, from training access to family-facing communication to women-specific financing, is ultimately an intervention in the infrastructure of female autonomy. SDG 5 is where the others begin.

NDA

No

Abstract

This Experiential Learning Program (ELP) report is created in partnership with Atlas Honda Limited and contributes to the process of data-driven measures to increase female two-wheeler uptake in the city of Karachi. In coordination with UN Sustainable Development Goals and IBA thought leadership areas, the project has five cornerstone objectives: Market needs assessment, Socio-cultural acceptance mapping, Financial constraint analyses, Infrastructure and safety gaps, and Targeted media outreach. This study uses an exploratory mixed-methods approach to combine in-depth interviews that pertain to the qualitative aspects of the study (semi-structured interviews with 13 participants) with quantitative primary research (questionnaires administered to 201 users and non-users, including 50 active and 151 inactive/non users). The validation of the primary data patterns was performed by the SPSS frequency distribution and NVivo thematic coding of the data as structured around the framework of the Technology Acceptance Model (TAM) and Theory of Consumption Values (TCV). Empirical results show significant differences in perceptions and realities between the cohorts. Concerns with public harassment and restrictive family members stop non-bikers from riding while active bikers experience overwhelming familial support (initial approval mean 3.58/5). Challenges faced by active riders when riding clearly reveal that these are all physical issues, and the real offenders are the infrastructure of Karachi and the reckless traffic behavior (66.0% and 60.0% respectively). The study demonstrates that the adoption of two-wheelers cuts down up to 75% of the travel expense of the daily lives of people. In order to enhance female two-wheeler adoption, this report suggests effective corporate recommendations to Atlas Honda. Product engineering needs to focus on lighter variants of the product, automatic/first-electric-type at PKR 100,000 price points and incentivize a nearby network of EV certified mechanics to ensure the highest ease of use. In financial terms, Atlas Honda should opt for low mark-up installment plans (PKR 3,000–8,000/month with down payment PKR 20,000–50,000) and make an all-out attempt to use corporate employer-partnerships (employee and employer buy the motorcycle on installment plans with no retail credit risk with their employee's salary as a down payment PKR 20,000–50,000). To address competence and safety worries, interactive computer riding simulators should be placed in retail environments and mobile, neighborhood riding training groups should be sponsored by 7 AHL. Lastly, the media strategy should shift focus to an authentic “reels-first” digital campaign on Instagram and YouTube, featuring everyday female riders with reassuring messaging targeted at male members of the household to reframe the idea of the two-wheeler to families.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

Download

Share

COinS