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CONSUMERS BEHAVIOUR TOWARDS TWO-WHEELER MOTOR BIKES.

DR. K. MALLIKARJUNA REDDY
Associate Professor,Department of Business Management, Osmania University, Hyderabad

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

of these factors help the consumer in decision making further Psychological factors that as individual consumer needs, motivations, perceptions attitudes, the learning process personality characteristics are the similarities, which operate across the different types of people and influence their behavior. There are four major factors which influences on the buying behavior of consumer. 1. 2. 3. 4. Cultural factors Social factors Personal factors Psychological factors

So a study had been conducted on Consumer Behaviour Towards Two-Wheeler Motor Bikes in the twin cities i.e. Hyderabad and Secunderabad with a sample of 100 consumers by selecting two wheeler motor bikes i.e. Hero Honda, Yamaha, and TVS bikes and data had been collected through structured questionnaire.

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Marketing starts with the consumers and ends with the consumer. Satisfaction of the consumers becomes the most important goal of a business enterprise. The effort to ensure consumer satisfaction lies in understanding the consumer, his likes dislikes, his expectations and motivation. An analysis of the consumers behavior in terms of consumer consumption patterns, consumer preferences, consumer motivation, consumer buying process and shopping behavior is very much helpful to formulate a firms marketing strategy. So the ultimate objective of a business firm is to create a consumer who is said to be pivot around whom the entire business of a firm revolve. Thus 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. A consumer decision to purchase a particular brand of motor cycle consumers result to complex interplay of a consumer variables the starting point for the company provides the decision process marketing stimuli in shape of brand, promotion, price and distribution strategy. The potential consumer along with other stimuli already exciting receives the marketing stimuli in the environment. The stimuli my social economic, cultural, technological and political in nature. MAJOR FACTORS INFLUENCING BUYING BEHAVIOR: 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 of these factors help the consumer in decision making further Psychological factors that as individual consumer needs, motivations, perceptions attitudes, the learning process personality characteristics are the similarities, which operate across the different types of people and

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influence their behavior. There are four major factors which influences on the buying behavior of consumer. 1. Cultural factors 2. Social factors 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.

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. 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.

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Consumer Behavior is Product-Person-Situation-Specific.

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.

OBJECTIVES OF THE STUDY 1) To study the behavioral factors of consumers in motor bikes. 2) To analyze the impact of behavioral factors of consumers on choosing particular brand of motor bike. 3) To suggest various factors to improve sales. 4) To study the consumers opinion of their motor bikes regarding its features like appearance, mileage, price etc., RESEARCH METHODOLOGY Source of Data: Primary Data: The primary data collected through questionnaires administered

to a sample of 100 consumers selected from twin cities i.e., Hyderabad and Secunderabad the Questionnaire was pre-Designed and pre-tested before it was administered. Secondary Data : Secondary data was collected through various publications of newspapers, magazines, books and magazines websites of Hero Honda, and TVS bikes. Sample Design : A total of 100 consumers were selected from the twin cities of Hyderabad and Secunderabad for this study to analyze the consumers behaviour with reference to select motor bikes i.e., Hero Honda, Yamaha, and TVS bike.

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Awareness of Brand Motor Bikes:

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

Name of the Bike Hero Honda Yamaha TVS Bikes

Good 30 45 25

Very g 50 35 15

Regarding after sales service of motor bikes, 50 respondents have Name of the Advertisement Family F Bike responded very good formembers followed by Yamaha with 45 respondents service, Hero stating good. Honda 45 10 3 Yamaha 30 5 4 TVS Bikes of Respondents: 25 25 3 Age
S.No. 1 2 3 Name of the Bike Hero Honda Yamaha TVS Bikes Below 30 yrs. 40 45 35 30-50 y 45 30 45

Regarding the age of respondents, most of the respondents are below 30 years of age and chosen for Yamaha bikes, whereas 40 chosen for Hero Honda, but whereas in the age group of 30-50, 45 respondents chosen for Hero Honda, for Yamaha it is only 30 respondents Respondents above 50 years of age have preferred Yamaha bikes. The least is Hero Honda with 15 respondents. Satisfaction of Motor Bikes:.
S.No. 1 2 3 Name of the Bike Hero Honda Yamaha TVS Bikes Yes 80 85 65 No 20 15 35

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Regarding satisfaction of motor bikes 85 respondents have stated that Yamaha satisfaction is highest and the lowest is for TVS bikes i.e. 65. Sales by Design/Style/Model of Motor Bikes:
S.No. 1 2 3 Name of the Bike HeroHonda Yamaha TVS Bikes Yes 35 60 30 No 65 40 70

35 respondents purchase the Hero Honda Bike due to acceptance 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. Sales by Mileage of Motor Bikes:
S.No 1 2 3 Name of the Bike Hero Honda Yamaha TVS Bikes 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.

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Sales by Speed of Bikes:

S.No. 1 2 3 Name of the Bike Hero Honda Yamaha TVS Bikes Yes 35 50 25

Out of 100 respondents, 50 respondents have stated that sales of Yamaha is due to its speed followed by Hero Honda for which 35 respondents spoke in favour based on its speed feature. Sales By Price of Bikes :
S.No 1 2 3 Name of the Bike Hero Honda Yamaha TVS Bikes High 15 55 15 Medium 45 35 40

Regarding sales by price of bikes, highest is 55 respondents opined that the price is high for Yamaha bikes, medium is 45 respondents opined for Hero Honda bikes. 45 respondents have stated that TVS bikes are averagely priced. Sales by Technology :
S.No 1 2 3 Name of the Bike Hero Honda Yamaha TVS Bikes High 55 65 Nil Medium 40 25 40

45 respondents have voted for Yamaha based on its superior technology compared to Hero Honda for which 40 respondents voted favourably based on its technology. This shows that Yamaha technology is marginally superior compared to Hero Honda. TVS is a poor third with 15 respondents voting for it, as far as technology feature is concerned. FINDINGS & CONCLUSIONS: The research done on the competitor strategies of motorcycles left us with a number of findings. All these findings and conclusions are basically drawn from the questionnaires, which are filled by the respondents in person. Regarding awareness of the brand motor bikes, above table indicates that the advertisement for Hero Honda bikes are 45 respondents where as the lowest

Osmania Journal of Management

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. Regarding after sales service of motor bikes, 50 respondents have responded very good for service, followed by Yamaha with 45 respondents stating good. Regarding sales by price of bikes, highest is 55 respondents opined that the price is high for Yamaha bikes, medium is 45 respondents opined for Hero Honda bikes. 45 respondents have stated that TVS bikes are averagely priced. Regarding the age of respondents, most of the respondents are below 30 years of age and chosen for Yamaha bikes, whereas 40 chosen for Hero Honda, but whereas in the age group of 30-50, 45 respondents chosen for Hero Honda, for Yamaha it is only 30 respondents Respondents above 50 years of age have preferred Yamaha bikes. The least is Hero Honda with 15 respondents. Regarding satisfaction of motor bikes 85 respondents have stated that Yamaha satisfaction is highest and the lowest is for TVS bikes i.e. 65. 35 respondents purchase the Hero Honda Bike due to acceptance

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

Out of 100 respondents, 50 respondents have stated that sales of Yamaha is due to its speed followed by Hero Honda for which 35 respondents spoke in favour based on its speed feature. 45 respondents have voted for Yamaha based on its superior technology compared to Hero Honda for which 40 respondents voted favourably based on its technology. This shows that Yamaha technology is marginally superior compared to Hero Honda. TVS is a poor third with 15 respondents voting for it, as far as technology feature is concerned. SUGGESTIONS / RECOMMENDATIONS: After analyzing the findings, the following suggestions have been prepared. Great care has been taken in making these suggestions for the improvement of consumers opinion. 1. There is a heavy demand for Hero Honda motorcycles in the market, so their supply has to be drastically improved so as to meet the demand of the customer. 2. Some of the respondents are suggested to improve the mileage of Yamaha and TVS Bikes. 3. A considerable number of respondents opined that there is a need to improve the technology of TVS bikes.

4. A vast majority of the respondents felt the design of Hero Honda bikes should be changed so as to attract the customers. 5. The bikes recently introduced by Hero Honda are mostly concerned about youth. So, they should also consider middle-aged people while manufacturing. 6. Some of the respondents felt that the price of Yamaha is high and it should be decreased so as to attract more customers. REFERENCES:
1. Hawkins D.I.Best, R.J. and Convey, K.A. Consumer Behaviour : Implications for Marketing Strategy, (Rev.ed), Business Publications, Inc. Texas, 2001. 2. Howard John H., and Sheth, Jagdish N., The Theory of Buyers Behaviour, John Wiley and Sons Inc., New York, 2000. 3. Karsarjian H.H. and Robertson T.S. Perspectives in Consumer Behaviour, SCOH Forman & Company, Illinois, 2001. 4. Kotler Philip, Marketing Management, analysis, planning implementation and control, Prentice Hall of India Publishing, New Delhi.2002. Schiffman G.Leon., Consumer Behaviour, Prentice Hall of India Pvt. Ltd., New Delhi 2001.