Table of Contents

Introduction ....................................................................................Error! Bookmark not defined.

Research Objectives .......................................................................Error! Bookmark not defined.

Population and Sample ................................................................................................................... 4

Methodology ..................................................................................Error! Bookmark not defined.

Findings..........................................................................................Error! Bookmark not defined.

Graphical Representations of the Findings ................................Error! Bookmark not defined.

Analysis of Results ........................................................................Error! Bookmark not defined.

Product Characteristics ..............................................................Error! Bookmark not defined.

Market Analysis .........................................................................Error! Bookmark not defined.

Market Definition and Size ....................................................Error! Bookmark not defined.

Target Market.........................................................................Error! Bookmark not defined.

Industry Analysis and Potential for Growth ..........................Error! Bookmark not defined.

SWOT Analysis .....................................................................Error! Bookmark not defined.

Sales Analysis ............................................................................Error! Bookmark not defined.

Customer Analysis .....................................................................Error! Bookmark not defined.

Pricing Strategy..........................................................................Error! Bookmark not defined.

Competition................................................................................Error! Bookmark not defined.

Conclusions and Reccomendations................................................Error! Bookmark not defined.

Appendices .....................................................................................Error! Bookmark not defined.

The Questionnaire & Tally from the survey

……………………………………………………Error! Bookmark not defined.
Introduction:
 Research Objectives:

 To offer a service to the clients that has high quality, a quick pick-up service and a
comfortable atmosphere.

 To provide friendly and reliable customer service in order to establish a loyal customer
base.

 To make the customer aware that hiring a car is the next best option to buy a car.

 To conduct a target market research to see if the public will be in a good response to the
service.

 Developing a unique service that is of recognition to persons while creating brand

loyalty.

 Promoting our services via social media, radio and television announcements.

 To create an app that our customers can use not only to rate their designated drivers but
also to see who their driver is before they are being picked up.

 To create and maintain a profession image.

 Population and Sample

Target population

In-order to ascertain the necessary information needed for this feasibility study, a questionnaire

was created and issued, to obtain information regarding the creation and operation of First Class

Rental Services. First Class Rental Services will be situated in two different locations

 Montego Bay St. James near to the International Airport and major hotels and

resorts.

 Kingston, Jamaica near to the Norman Manley International Airport.

These locations were chosen because of the transportation links and easy access. Our cars will be

available with chauffer carrying cellphones so communication with them is easy as the demand

for service arises. Our office will be open 24 hours to facilitate the customer’s needs.

Sample Size

Our sample consists of both male and female. This market will be segmented on the basis of both

male and female demographics and psychographic characteristics. The demographic factors we

will use to administer our market research include age and gender, while the psychographic

characteristics will include preferences and interests. Members of the research team distributed

60 questionnaires, 30 in area of Kingston and 30 in Montego Bay St. James. The sample size was
chosen randomly to ensure that each person from different areas could get the general idea of the

quality products and service that our business will offer and thus express their preferences.
 METHODOLOGY

In an effort to obtain information that will enable us to help determine the viability of the

business idea, primary and secondary sources were used. Questionnaire was the main research

instrument used to obtain vital information for the completion of the feasibility study.

A total of sixty questionnaires were administered using two different methods. The first thirty

questionnaires were administered electronically via an online survey to persons in the parish of

St. James. This method was done due to the difficulties communicating with persons from the

parish. The other thirty questionnaires were administered randomly to the target population,

which refers to Kingston Jamaica. This was done over a period of 7 days.

The data collection was not limited to primary data, but also secondary data. The internet was

very useful in allowing us the opportunity to learn more about our competitors and population

size. Also, for us to gain more knowledge on the product and services that First Class Rental

Services will offer.

 QUESTIONNAIRE:

In designing the questionnaire that was presented to the target population, our team used a

mixture of open and closed ended questions. We gave the population a chance to express in their

own words some of the responses through our open ended questions. Much attention was placed

on the design and it was tested prior to being distributed by the team members of First Class

Rental Services both online and in Kingston.

Thoughtfulness was placed on each question to ensure the full participation of each respondent.

It was assured that the questions flowed in a consecutive manner to ensure quick completion and

not to bore the respondents. We ensured not to include any irrelevant questions. As a result of

this the questionnaires were successfully distributed and returned quickly as to ensure accurate

results.
 FINDINGS

During the period of October 1-7, 2014, a total of sixty (60) questionnaires were issued and all
were completed by 30 persons from the parish of St. James and 30 persons from the parish of
Kingston.

62% of our overall participants were male. In addition; approximately 7% were between the ages
of 18-21, 18% were between 22-25 years, 30% were between 26-30 years old while the other
forty five percent were between the ages of 26-30 years old.

Respondents were asked on average which range their income falls under. 22% said $20,000-
$40,000, 33% said between $40,000-$60,000 40% said $80,000-$160,000 and the remaining five
percent said $160 and over.

30% of the respondent said that they have participate in the rental of Moto vehicle on a constant
basis, 68% said they use rental cars sometimes and the remaining 2% said they have never use a
rental car before.

Based on the information received on the questionnaires it is possible to say that the respondent
are willing to pay form the services that First Class Rental Services will have to offer. And also
majority of the population are willing to pay for services with credit than with cash.
Fig.1 Pie chart show participant’s gender

Participants gender

female
38%

male
62%

Base on the above diagram (62%) participants were males and 38% were females.
Fig.2 bar graph show participants age range.

Participants age
30

25

20
number of participant

15

10

0
22-25 26-30 30+
Age

Base on the above diagram approximately 7% were between the ages of 18-21, 18% were
between 22-25 years, 30% were between 26-30 years old while the other forty five percent were
between the ages of 26-30 years old.
Fig.3 bar graph show participants average salary.

chart showing participants average salary

over $160,000
salary JMD

$80,000-$160,000

$40,000-$80,000

$20,000-$40,000

0
5
10
15
20
25
number of participant

Respondents were asked on average which range their income falls under. 22% said $20,000-
$40,000, 33% said between $40,000-$60,000 40% said $80,000-$160,000 and the remaining five
percent said $160 and over.
Fig.4 pie chart show participants social rank

Participants social ranks

Upper Class Upper middle Class middle Class Working class

0%

7%
15%

78%

Based on the above date, 78% of the respondents were middle class 15% were working class 7%
were upper middle class and 0% said they belong to the upper class rank.
Fig.5 bar graph showing participants rental usage.

Participants Use of rentals

50
40
Axis Title

30
20
10
0
Series1
Constantly
Sometimes
Never
Axis Title

30% of the respondent said that they have participate in the rental of Moto vehicle on a constant
basis, 68% said they use rental cars sometimes and the remaining 2% said they have never use a
rental car before.
Fig.6 pie chart showing participants rental usage.

chart showing feedback about being

chauffeur driven
yes no

2%

98%

Based on the above graph it can be seen that 98% of the respondent would like to be chauffer
driven to their destination. And the other 2% do not like the idea of being chauffeur driven.
Fig.7 pie chart showing how often participant done car renting

Frequency of car renting

25
20
participants

15
10
5
0
2 or more once per year monthly never
times per
year
frequency

The respondents were asked how often they done car renting, 38% said they do it two or more
times for the year 18% said once per year, 3% said monthly and the remaining 41% said that
they have never done it.
Fig.8 line showing participants preferred vehicle.

chart showing prefered vehicle

25

20
number of respondent

15

10

0
Economy compact Intermediate premium luxury

From the line graph 65% of the respondent said that they would prefer economy car 12% would
prefer compact cars 9% said intermediate 6% said they would like premium cars and the others
said that they would prefer luxury.
Fig.9 donut showing participants preferred payment.

chart showing prefered payment

cash
9%

credit
91%

From the donut a above it can be seen that a larger percentage of the population prefer to pay
with credit than cash, it can be seen that 91% prefer credit payment and the other 9% prefer
to pay by cash.