Chapter 2

Review of Related Literature

Introduction
A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS TWO WHEELER BIKES IN
CONTEXT TO INDIAN MARKET. See discussions, stats, and author profiles for this
publication at: https://www.researchgate.net/publication/306373985 by Dr. Ronald
Mani and Mr. Debasis Tripathy. This study is based to identify the factors that influence
the consumer buying behavior of the two wheeler Bikes at Allahabad, Lucknow and
Varanasi cities of Uttar Pradesh. The survey is mainly focused on the buying behavior of
the consumer that motivates them to purchase the two wheeler bikes.
Keywords: satisfaction, factors, consumer, buying behavior, two wheeler, respondents
etc.,
CONSUMERS BEHAVIOUR TOWARDS TWO-WHEELER MOTOR BIKES. DR. K.
MALLIKARJUNA REDDY
Associate Professor,Department of Business Management, Osmania University,
Hyderabad. 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

11
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. Cultural factors
2. Social factors
3. Personal factors
4. 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.

12
Body
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 consumer’s behavior in terms of consumer consumption patterns,
consumer preferences, consumer motivation, consumer buying process and shopping
behavior is very much helpful to formulate a firm’s 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
3C.B.T.T.W.M.B.
influence their behavior.
There are four major factors which influences on the buying behavior of consumer.
13
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 person’s 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:
Buyer’s 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.
MASLOW’S 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.
4 Osmania Journal of Management
Consumer Behavior is Product-Person-Situation-Specific.
Personal Characteristics Consumer Behaviour
Consumption Situation
MS
Pro Ch
Source: Roger, et al., A Consumer Behaviour: Implications for Marketing Strategy
14
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.
5C.B.T.T.W.M.B.
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:
Regarding after sales service of motor bikes, 50 respondents have responded very good
for service, followed by Yamaha with 45 respondents stating good.
Age of Respondents:
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
15
least is Hero Honda with 15 respondents.
Satisfaction of Motor Bikes:.
S.No. Name of the Bike
Advertisement Family members
F
1 Hero Honda 45 10 3 2 Yamaha 30 5 4 3 TVS Bikes 25 25 3
S.No. Name of the Bike Good Very g 1 Hero Honda 30 50 2 Yamaha 45 35 3 TVS Bikes 25
15
S.No. Name of the Bike Below 30 yrs. 30-50 y 1 Hero Honda 40 45 2 Yamaha 45 30 3 TVS
Bikes 35 45
S.No. Name of the Bike Yes No 1 Hero Honda 80 20 2 Yamaha 85 15 3 TVS Bikes 65 35
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.e. 65.
Sales by Design/Style/Model of Motor Bikes:
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:
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
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.
S.No. Name of the Bike Yes No 1 HeroHonda 35 65 2 Yamaha 60 40 3 TVS Bikes 30 70
16
S.No Name of the Bike Yes 1 Hero Honda 40 2 Yamaha 60 3 TVS Bikes 15
Employees Students Hero Honda 30 60 Yamaha 15 40 TVS Bikes 40 50
7C.B.T.T.W.M.B.
Sales by Speed of Bikes:
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 :
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 :
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
S.No. Name of the Bike Yes 1 Hero Honda 35 2 Yamaha 50 3 TVS Bikes 25
S.No Name of the Bike High Medium 1 Hero Honda 15 45 2 Yamaha 55 35 3 TVS Bikes 15
40
S.No Name of the Bike High Medium 1 Hero Honda 55 40 2 Yamaha 65 25 3 TVS Bikes
Nil 40
8 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.
17
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.

18
The marketing philosophy of business assumes that an organisation can best serve,
prosper and attain profit by identifying and satisfying the needs of its customers. This
however, is a recent thinking, various definitions of marketing have been given from
different perspective, exchanges and utility being the two important once. The current
millennium has unfolded new business rules, the most significant of them being that
past or experience in a given product market is no indicator for future success. Market
leadership cannot be taken for granted because customer loyalty does not exist. The
customer today has a much wider choice. India is the second largest producer of the
two-wheeler in the world. The two wheeler segment contribute the largest volume all
the segments in automobile industry in India. The country stands next to China and
Japan in terms of production and sales respectively. The industry is growing at a rate of
30% annually. It consists of three segment viz. scooter,
INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN MANAGEMENT (IJARM)
ISSN 0976 - 6324 (Print) ISSN 0976 - 6332 (Online) Volume 4, Issue 1, January- April
2013, pp. 65-73 © IAEME: www.iaeme.com/ijarm.asp Journal Impact Factor (2013):
4.7271 (Calculated by GISI) www.jifactor.com
IJARM
©IAEME
International Journal of Advanced Research in Management (IJARM), ISSN 0976 – 6324
(Print), ISSN 0976 – 6332 (Online), Volume 4, Issue 1, January- April 2013 © IAEME
66
motorcycle and moped. Majority of Indians, especially the youngster prefer motorbikes
rather than cars. Capturing a large share in the two wheeler industry, bikes and scooter
covers a major segment. Bikes are considered to be the favorites among the youth
generation, as they help in easy commutation, styling and mileage and has more
aesthetic appeal. It is quite evident that knowing consumer needs and desires is a road
to success for the marketer, but the question is how? It is not a simple task. At the first
instance, we can feel that whatever consumer is telling may be perceived as correct but
actually he may not act otherwise. They may respond to the message but may be
influenced at the last moment by their friends, family members or by other reference
groups. Consumer behavior is the study of how people buy, what they buy, when they
buy and why they buy. Consumer Behavior is the psychology behind marketing the
behavior of consumers in the marketing environment. Two major psychological
disciplines come into play when observing and trying to explain consumer behavior. The
first is Cognitive Psychology which is a study of all knowledge related (mental) behavior.
The attention, perception, memory and decision making are the various aspects of
19
Cognitive Psychology that play an important role in consumer behavior. The second
psychological discipline that has theories to explain certain phenomenon of consumer
behavior is Social Psychology. It is the study of the manner in which the personality,
attitude, motivation and behavior of an individual influence and are influenced by
groups.
A consumer making a purchase decision will be affected by following Factors/dynamics:
1. Cultural Factors 2. Social Factors 3. Personal Factors 4. Psychological Factors
The marketer must be aware of these Factors in order to develop an appropriate
marketing plan for its target market.
1. Cultural Factors: Cultural Factors exert the greatest impact on buying behavior of
consumer. A buyer is always influenced by his culture, sub-culture and social class.
Culture can be described from the dawn of civilization, human beings have been looking
for ways and means to better their lives. Culture is the most fundamental determinant
of a person’s wants and behavior. Culture refers to the set of values, ideas and attitude
that are accepted by a homogeneous group of people and transmitted to the next
generation. Whereas Subculture is a member of a culture, shares most of the core value,
beliefs and behaviors of that culture. However, most individuals also belong to several
sub-cultures. Each culture consists of smaller sub culture that provides more specific
identification and each socialization for their members. Sub culture includes
nationalities, religions, racial groups and geographic regions. Social class determines to
some extent, the types, quality and quantity of product that a person buys or uses.
Social class is a basis for identifying and reaching particular good prospects for products
and services.

20
2. Social Factors: Man is a social animal. Hence his or her behavior is greatly influenced
by social Factors like reference groups, family, role and status a. Reference groups: A
person’s reference groups consist of all the groups that have a direct or indirect
influence on the person’s attitude or behavior. b. Family: The family is the most
important cons Family member constitute the most influential primary reference group.
c. Roles and Statuses: Each role that a person plays has a degree of status which is in
relative term perceived by the society. It is the degree of influence that an individual
exerts on the behavior of others.
3. Personal Factors: A consumer decisions are also affected by his including age,
occupation, life- style and personality
4. Psychological Factors: A person’s acquired needs are influenced by certain
psychological factors such as motivation, perception, learning and beliefs and attitudes.
OBJECTIVES OF THE STUDY

To study the behavioral factors

To analyze the impact of behavioral brand

To study the consumer’s opinion regarding features like appearance, mileage, price etc.

To suggest various factors

RESEARCH METHODOLOGY
Primary Data: The primary data collected through questionnaire from cities of
Allahabad, Lucknow and Varanasi. The questionnaire was pre administered. Secondary
Data: Secondary data was collected through various publications magazines, annual
report, newspapers and websites. Sample Design: A total of 300 Allahabad, Lucknow
and Varanasi were selected on the basis of sales Yamaha motors and TVS motors.
Occupation Education
Sources of income
International Journal of Advanced Research in Management (IJARM), ISSN 0976 6332
(Online), Volume 4, Issue 1, January- April 2013 © IAEME
67
Determinants of Social Class
an is a social animal. Hence his or her behavior is greatly influenced by like reference
groups, family, role and statuses. A person’s reference groups consist of all the groups
21
that have a direct or indirect influence on the person’s attitude or behavior. The family
is the most important consumer buying organization in a society. Family member
constitute the most influential primary reference group. Each role that a person plays
has a degree of status which is in relative term perceived by the society. It is the degree
of influence that an individual exerts on the behavior of others.
A consumer decisions are also affected by his personal characteristics style and
personality.
A person’s acquired needs are influenced by certain psychological factors such as
motivation, perception, learning and beliefs and attitudes.
ECTIVES OF THE STUDY
factors of consumers
To analyze the impact of behavioral factors of consumers on choosing particular
To study the consumer’s opinion regarding features like appearance, mileage, price
actors to improve sales
RESEARCH METHODOLOGY
The primary data collected through questionnaire from cities of Allahabad, Lucknow and
Varanasi. The questionnaire was pre-designed and pre-tested before it was
Secondary data was collected through various publications magazines, annual report,
newspapers and websites. A total of 300 customers were randomly selected from the
cities i.e., Allahabad, Lucknow and Varanasi and are the existing customers. The
following motor bikes on the basis of sales namely Bajaj motors, Hero Motocorp, Honda
motors, Yamaha motors and TVS motors.
Determination of social class
Sources of income Wealth Race
Ethnic Groups
International Journal of Advanced Research in Management (IJARM), ISSN 0976 – 6324
April 2013 © IAEME
an is a social animal. Hence his or her behavior is greatly influenced by
A person’s reference groups consist of all the groups that have a
umer buying organization in a society.
Each role that a person plays has a degree of status which is in relative term perceived
by the society. It is the degree of influence that an individual
personal characteristics
A person’s acquired needs are influenced by certain psychological
of consumers on choosing particular
22
To study the consumer’s opinion regarding features like appearance, mileage, price
The primary data collected through questionnaire from cities of Allahabad, tested
before it was
Secondary data was collected through various publications of books,
were randomly selected from the cities i.e., . The following motor bikes , Honda motors,
Determination

23
Conclusion:
The study concludes that Honda and Bajaj shows maximum satisfaction whereas TVS
remains last.
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
S.No. Name of the Bike Yes 1 Hero Honda 35 2 Yamaha 50 3 TVS Bikes 25
S.No Name of the Bike High Medium 1 Hero Honda 15 45 2 Yamaha 55 35 3 TVS Bikes 15
40
S.No Name of the Bike High Medium 1 Hero Honda 55 40 2 Yamaha 65 25 3 TVS Bikes
Nil 40
8 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
24
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.

25