Client Name

Mega Motor Company (BYD)

Faculty Advisor

Mr. Atif Murtaza

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

A Sequential Mixed-Method Market Study for BYD,” aligns directly with the core mandate of the Behavioral Studies thought leadership area at IBA-SBS by moving beyond superficial consumer claims to uncover the subconscious cognitive, emotional, and psychographic drivers of automotive purchase decisions. .

This thesis actively transitions consumer insights from what Pakistani buyers say they do to why they do it, providing a fully auditable behavioral model. By categorizing our consumer base into psychographic personas based on risk tolerance, debt aversion, and cognitive fluency (e.g., Analytical Abrar vs. Prudent Saad), we have provided Mega Motor Company (BYD Pakistan) with quantifiable psychological constructs anchored behavioral realities which could be pivotal for the strategic roadmap of the firm. 

Aligned SDGs

GOAL 7: Affordable and Clean Energy

Aligned SDGs Justification

Our project directly analyzes and supports the consumer transition from conventional internal combustion engine (ICE) vehicles to highly efficient electrified Vehicles. The report evaluates the massive running cost advantage of electric vehicles (EVs) and positions the plug-in hybrid electric vehicle (PHEV) as a critical psychological bridge for mass market clean energy adoption. Furthermore, it gives consumer insights and strategic recommendations to Mega Motor Company (BYD Pakistan) to steadfast their market position which will bring about a greater good of high adoption of NEV’s in Pakistan.

NDA

No

Abstract

This report presents a sequential, mixed-method market-entry study commissioned by Mega Motor Company (BYD Pakistan) and conducted under the Experiential Learning Project framework of the Institute of Business Administration, Karachi. The study proceeds in two linked phases. A qualitative phase of fourteen in-depth interviews with sport-utility-vehicle owners across market Segments B, C, C+ and D first builds a behavioural model of the buyer and converts it into eight testable hypotheses. A quantitative phase then surveys 160 verified current SUV owners to confirm, qualify or reject each of those hypotheses and to size the model at scale.

The central finding is that SUV purchase in Pakistan is governed first by identity and social signalling and only afterwards rationalised through a culturally sanctioned language of value for money. Toyota functions as an implicit trust anchor against which every challenger is judged as a risk, so a new entrant must close a trust gap before its features can count. BYD already holds strong aspirational equity, associated with innovation and the future, yet that equity has not converted into sales because the surrounding ecosystem of charging, resale, financing and dealer presence is still incomplete. A consistent and largely unprompted preference for the plug-in hybrid runs through both phases, and the survey confirms it as the powertrain the market believes is cheapest to own. Of the eight hypotheses carried from the qualitative phase, the quantitative phase confirms six outright and qualifies two, while adding a new emphasis on comfort and design that the interviews had under-weighted. The report closes with specific, sequenced and operationally grounded recommendations for BYD's market entry.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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