C.B.T.T.W.M.B.

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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.

Thus the marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. 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. marketing success an enterprise depends as its ability to create a community of satisfied consumers. his likes dislikes. professional needs.2 Osmania Journal of Management Marketing starts with the consumers and ends with the consumer. cultural. Therefore. technological and political in nature. attitudes and values. All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. personality characteristics. colleagues. and society as a whole. consumer preferences. consumer buying process and shopping behavior is very much helpful to formulate a firm’s marketing strategy. his expectations and motivation. motivations. which operate across the different types of people and . promotion. The stimuli my social economic. the learning process personality characteristics are the similarities. price and distribution strategy. MAJOR FACTORS INFLUENCING BUYING BEHAVIOR: Consumer behavior is affected by a host of variables ranging from personal. consumer motivation. The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs. The effort to ensure consumer satisfaction lies in understanding the consumer. Satisfaction of the consumers becomes the most important goal of a business enterprise. 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. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the costumers. gender. social economic and cultural background. perceptions attitudes. age. The potential consumer along with other stimuli already exciting receives the marketing stimuli in the environment. professional status to social influences of various kinds exerted a family. An analysis of the consumer’s behavior in terms of consumer consumption patterns. friends. whose needs and desires have to be coordinated with the set of products and production programmes.

MASLOW’S hierarchy of human needs make us understand consumer motivation.W. Brands such as food and clothes are bought to fulfill psychological needs. Formal learning 2. preferences and behavior.Social factors: Consumer behavior is also influenced by such social factors as reference groups. perceptions.Cultural factors: Consumer behavior cultural can be defined as the some total of learned belief. Informal learning 3. PERSONAL FACTORS: Buyer’s decisions are also influenced by personal characteristics. lifestyle and personality and self-concept. values and customs that serve to guide and direct the consumer behavior of all members of that society. Social factors 3.M. life cycle stages. Psychological factors 1.T. 2. Cultural is a learned through the following three ways:1. 3 influence their behavior. Personal factors 4. through his family and key institutions.Technical learning. the buyers’ age.T. There are four major factors which influences on the buying behavior of consumer.B. the growing child acquires a set of values. Cultural factors 2. occupation. 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. PSYCHOLOGICAL FACTORS : ‘Abraham Mallows’ needs can be ranked in order of importance from the low biological needs to the higher levels of psychological needs. Cultural is a most fundamental determinant person’s wants and behavior. economic circumstances. 1. . family and social roles and status.B.C.

Hero Honda. Personal Characteristics Consumer Behaviour M S Pro Ch Consumption Situation Source: Roger. Yamaha. 1986.. Secondary Data : Secondary data was collected through various publications of newspapers.8.. price etc. Texas. . et al. and TVS bikes. 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. mileage.e. P. 3) To suggest various factors to improve sales. 2) To analyze the impact of behavioral factors of consumers on choosing particular brand of motor bike. 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. OBJECTIVES OF THE STUDY 1) To study the behavioral factors of consumers in motor bikes.. magazines. and TVS bike. books and magazines websites of Hero Honda..e. A Consumer Behaviour: Implications for Marketing Strategy Business. Publications Inc..4 Osmania Journal of Management Consumer Behavior is Product-Person-Situation-Specific. Hyderabad and Secunderabad the Questionnaire was pre-Designed and pre-tested before it was administered. 4) To study the consumers’ opinion of their motor bikes regarding its features like appearance.

But family members are 10 respondents and for Yamaha is 5 respondents.No. for Yamaha it is only 30 respondents Respondents above 50 years of age have preferred Yamaha bikes. 45 respondents chosen for Hero Honda.W.T. 50 respondents have Name of the Advertisement Family F Bike responded very good formembers followed by Yamaha with 45 respondents service. whereas 40 chosen for Hero Honda. Satisfaction of Motor Bikes:.B. 1 2 3 Name of the Bike Hero Honda Yamaha TVS Bikes Below 30 yrs. but whereas in the age group of 30-50. Hero stating good.No. most of the respondents are below 30 years of age and chosen for Yamaha bikes. Whereas from friends 40 respondents are Yamaha and also 25 for brand name. 1 2 3 S.C. After Sales Service: S. 1 2 3 Name of the Bike Hero Honda Yamaha TVS Bikes Yes 80 85 65 No 20 15 35 .T. above table indicates that the advertisement for Hero Honda bikes are 45 respondents where as the lowest is the 25.M. 40 45 35 30-50 y 45 30 45 Regarding the age of respondents. Honda 45 10 3 Yamaha 30 5 4 TVS Bikes of Respondents: 25 25 3 Age S. 5 Awareness of Brand Motor Bikes: Regarding awareness of the brand motor bikes.B. S. 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.No.No. The least is Hero Honda with 15 respondents.

etc. In these hard days of price increases and poor incomes. 65.e. Sales by Occupation Hero Honda Yamaha TVS Bikes Employees 30 15 40 Students 60 40 50 As we can see.No. whereas 45 respondents do so for Yamaha and only 20 respondents opted for TVS Bike following acceptance of the bikes design. Hero Honda is ruling the market and finding favour with the consumers. TV.This shows that the sales of Yamaha motor bike are more by way of its design/style/model. Cable TV. Hero Honda attained supremacy due to mileage factor. followed by Hero Honda and TVS. while 40% of the purchasers of TVS are the employees.6 Osmania Journal of Management Regarding satisfaction of motor bikes 85 respondents have stated that Yamaha satisfaction is highest and the lowest is for TVS bikes i. 60% of the purchasers of Hero Honda are the students. TVS is more popular with the employees. road shows. Sales by Design/Style/Model of Motor Bikes: S. That means Hero Honda bike is more popular with the students. etc. Yamaha and TVS are far below the expectations of the consumers based on mileage per litre of petrol.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. 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. Sales by Mileage of Motor Bikes: S. Naturally Hero Honda has become favourite of the masses. This is also due to constant advertisements through newspapers. hoardings. Whereas Businessmen are opting for Yamaha as the above data shows 45% of the purchasers of Yamaha are the Businessmen. every one is concerned with economic use of vehicles. .

T.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.M.W. Sales by Technology : S. FINDINGS & CONCLUSIONS: The research done on the competitor strategies of motorcycles left us with a number of findings. medium is 45 respondents opined for Hero Honda bikes. 1 2 3 Name of the Bike Hero Honda Yamaha TVS Bikes Yes 35 50 25 Out of 100 respondents. which are filled by the respondents in person. highest is 55 respondents opined that the price is high for Yamaha bikes. 7 Sales by Speed of Bikes: S. All these findings and conclusions are basically drawn from the questionnaires.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.C.B.T. above table indicates that the advertisement for Hero Honda bikes are 45 respondents where as the lowest .B.No. as far as technology feature is concerned. 45 respondents have stated that TVS bikes are averagely priced. This shows that Yamaha technology is marginally superior compared to Hero Honda. 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. Regarding awareness of the brand motor bikes. TVS is a poor third with 15 respondents voting for it. Sales By Price of Bikes : S.

for Yamaha it is only 30 respondents Respondents above 50 years of age have preferred Yamaha bikes. etc. while 40% of the purchasers of TVS are the employees. most of the respondents are below 30 years of age and chosen for Yamaha bikes. Naturally Hero Honda has become favourite of the masses. TVS is more popular with the employees.e. The least is Hero Honda with 15 respondents. highest is 55 respondents opined that the price is high for Yamaha bikes. every one is concerned with economic use of vehicles. 45 respondents have stated that TVS bikes are averagely priced. In these hard days of price increases and poor incomes. followed by Yamaha with 45 respondents stating good.8 Osmania Journal of Management is the 25. As far as mileage per litre of petrol is concerned. This is also due to constant advertisements through newspapers. Hero Honda attained supremacy due to mileage factor. Whereas Businessmen are opting for Yamaha as the above data shows 45% of the purchasers of Yamaha are the Businessmen . road shows. 50 respondents have responded very good for service. 45 respondents chosen for Hero Honda. medium is 45 respondents opined for Hero Honda bikes. Regarding the age of respondents. Regarding sales by price of bikes. TV. hoardings. Whereas from friends 40 respondents are Yamaha and also 25 for brand name. but whereas in the age group of 30-50. etc. whereas 45 respondents do so for Yamaha and only 20 respondents opted for TVS Bike following acceptance of the bikes design. 65. As we can see. followed by Hero Honda and TVS. 35 respondents purchase the Hero Honda Bike due to acceptance of design/style/model. But family members are 10 respondents and for Yamaha is 5 respondents. whereas 40 chosen for Hero Honda. That means Hero Honda bike is more popular with the students. 60% of the purchasers of Hero Honda are the students. Regarding satisfaction of motor bikes 85 respondents have stated that Yamaha satisfaction is highest and the lowest is for TVS bikes i. Yamaha and TVS are far below the expectations of the consumers based on mileage per litre of petrol. Cable TV. Hero Honda is ruling the market and finding favour with the consumers.This shows that the sales of Yamaha motor bike are more by way of its design/style/model. Regarding after sales service of motor bikes.

Inc. planning implementation and control. R. so their supply has to be drastically improved so as to meet the demand of the customer. Karsarjian H. and Sheth. 2001. Ltd. Perspectives in Consumer Behaviour. REFERENCES: 1. the following suggestions have been prepared. 3. Prentice Hall of India Pvt. 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.2002. This shows that Yamaha technology is marginally superior compared to Hero Honda. Great care has been taken in making these suggestions for the improvement of consumers opinion. analysis. Schiffman G. 2001. Business Publications. A considerable number of respondents opined that there is a need to improve the technology of TVS bikes.A. (Rev. 1.S. Prentice Hall of India Publishing. Consumer Behaviour : Implications for Marketing Strategy. and Robertson T. So.. 6. SCOH Forman & Company. 2. The Theory of Buyers Behaviour. Howard John H. Marketing Management. Kotler Philip. and Convey.H..I. There is a heavy demand for Hero Honda motorcycles in the market. 5.ed). 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. Jagdish N... Consumer Behaviour.. Some of the respondents felt that the price of Yamaha is high and it should be decreased so as to attract more customers. Illinois. K. 4. 2. The bikes recently introduced by Hero Honda are mostly concerned about youth. TVS is a poor third with 15 respondents voting for it.J. New Delhi. Hawkins D. A vast majority of the respondents felt the design of Hero Honda bikes should be changed so as to attract the customers. 3. 4.Best. 2000. Some of the respondents are suggested to improve the mileage of Yamaha and TVS Bikes. as far as technology feature is concerned. SUGGESTIONS / RECOMMENDATIONS: After analyzing the findings. New Delhi 2001. . Texas. John Wiley and Sons Inc. New York.Out of 100 respondents. they should also consider middle-aged people while manufacturing.Leon.

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