Product Differentiation Strategies in Nepal’s Motorcycle Market : Insight from Mechanics’ Field-Based Evaluations

This paper investigates product differentiation in Nepal's motorcycle market by analyzing six major models produced by Japanese and Indian manufacturers.Drawing on field interviews with repair-shop mechanics, we identify the components most frequently involved in typical repairs and maintenance, and assess the durability and repairability of each model.The findings reveal contrasting strategies among the two best-selling models.India's Bajaj offers strong cost performance at a low price with appropriate durability and high repairability.While Japan's Honda is priced slightly higher, it consistently achieves high levels of both durability and repairability.In early-stage emerging markets, a strategy like Bajaj's can offer cost and price advantages, whereas Honda's strategy is expected to become more effective as income levels rise.