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Consumers Behaviour Towards Two-Wheeler Motor Bikes
Consumers Behaviour Towards Two-Wheeler Motor Bikes
ABSTRACT
The marketing concept is
consumer oriented and the emphasis
is more on the consumer rather than
on the product. The essence of
modern marketing lies in building of
profit
along
with
creating
meaningful value satisfaction for the
costumers, whose needs and desires
have to be coordinated with the set
of products and production
programmes. Therefore, marketing
success an enterprise depends as its
ability to create a community of
satisfied consumers. All the business
activities should be carried out in
ways which are directed towards the
satisfaction of the consumer needs.
Consumer behavior is affected
by a host of variables ranging from
personal, professional needs,
attitudes and values, personality
characteristics, social economic and
cultural background, age, gender,
professional status to social
influences of various kinds exerted a
family, friends, colleagues, and
society as a whole. The combination
Cultural factors
2.
Social factors
3.
Personal factors
4.
Psychological factors
C.B.T.T.W.M.B.
PERSONAL FACTORS:
Buyers decisions are also
influenced
by
personal
characteristics, the buyers age, life
cycle stages, occupation, economic
circumstances,
lifestyle
and
personality and self-concept.
3. Personal factors
4. Psychological factors
1.Cultural factors:
Consumer behavior cultural can
be defined as the some total of learned
belief, values and customs that serve
to guide and direct the consumer
behavior of all members of that
society.
Cultural is a learned through the
following three ways:1. Formal learning
2. Informal learning
3.Technical learning.
Cultural is a most fundamental
determinant persons wants and
behavior, the growing child acquires
a set of values, perceptions,
preferences and behavior, through his
family and key institutions.
2.Social factors:
Consumer behavior is also influenced
by such social factors as reference
groups, family and social roles and
status.
PSYCHOLOGICAL FACTORS :
Abraham Mallows needs can
be ranked in order of importance
from the low biological needs to the
higher levels of psychological needs.
MASLOWS hierarchy of human
needs make us understand consumer
motivation. It is useful for the
marketer who can identify what
generic level need this brand is
capable fulfilling and accordingly
position his brand up with relevant
marketing inputs. Brands such as
food and clothes are bought to fulfill
psychological needs.
Personal
Characteristics
Consumer
Behaviour
M
S
Pro
Ch
Consumption
Situation
Source: Roger, et al., A Consumer Behaviour: Implications for Marketing Strategy Business,
Publications Inc., Texas, 1986, P.8.
C.B.T.T.W.M.B.
Regarding awareness of the brand motor bikes, above table indicates that
the advertisement for Hero Honda bikes are 45 respondents where as the lowest
is the 25. But family members are 10 respondents and for Yamaha is 5
respondents. Whereas from friends 40 respondents are Yamaha and also 25
for brand name.
After Sales Service:
S.No.
1
2
3
S.No.
1
2
3
Good
30
45
25
Very g
50
35
15
Regarding
after sales
service of
Name of the
Advertisement
Family
F motor bikes, 50 respondents have
Bike responded very good formembers
service, followed by Yamaha with 45 respondents
Hero stating
Honda good.
45
10
3
Yamaha
30
5
4
TVS Bikes
25
25
3
Age of Respondents:
S.No.
1
2
3
Below 30 yrs.
40
45
35
30-50 y
45
30
45
Yes
80
85
65
No
20
15
35
Yes
35
60
30
No
65
40
70
Yes
40
60
15
As far as mileage per litre of petrol is concerned, Hero Honda is ruling the
market and finding favour with the consumers. Yamaha and TVS are far below
the expectations of the consumers based on mileage per litre of petrol. This is
also due to constant advertisements through newspapers, TV, Cable TV,
hoardings, road shows, etc. Hero Honda attained supremacy due to mileage
factor. In these hard days of price increases and poor incomes, every one is
concerned with economic use of vehicles. Naturally Hero Honda has become
favourite of the masses.
Sales by Occupation
Hero Honda
Yamaha
TVS Bikes
Employees
30
15
40
Students
60
40
50
As we can see, 60% of the purchasers of Hero Honda are the students,
while 40% of the purchasers of TVS are the employees. That means Hero
Honda bike is more popular with the students, TVS is more popular with the
employees. Whereas Businessmen are opting for Yamaha as the above data
shows 45% of the purchasers of Yamaha are the Businessmen.
C.B.T.T.W.M.B.
Yes
35
50
25
High
15
55
15
Medium
45
35
40
High
55
65
Nil
Medium
40
25
40
of design/style/model, whereas 45
respondents do so for Yamaha and
only 20 respondents opted for TVS
Bike following acceptance of the bikes
design, etc. followed by Hero Honda
and TVS.This shows that the sales of
Yamaha motor bike are more by way
of its design/style/model.
As far as mileage per litre of
petrol is concerned, Hero Honda is
ruling the market and finding favour
with the consumers. Yamaha and
TVS are far below the expectations
of the consumers based on mileage
per litre of petrol. This is also due to
constant advertisements through
newspapers, TV, Cable TV,
hoardings, road shows, etc. Hero
Honda attained supremacy due to
mileage factor. In these hard days of
price increases and poor incomes,
every one is concerned with
economic use of vehicles. Naturally
Hero Honda has become favourite of
the masses.
As we can see, 60% of the
purchasers of Hero Honda are the
students, while 40% of the
purchasers of TVS are the employees.
That means Hero Honda bike is more
popular with the students, TVS is
more popular with the employees.
Whereas Businessmen are opting for
Yamaha as the above data shows 45%
of the purchasers of Yamaha are the
Businessmen