TITLE: A STUDY ON HOW DOES BRAND OF

A MOTORBIKE AFFECTS THE CUSTOMER

Name: Kuljot Walia

Program: BBA-VI Sem (II shift)
Enroll no. : 02521301719
Title:A study on how does brand of a motorbike affects the customer

Concept:

This study is based to identify the factors that influence the consumer buying behavior
of the two wheeler Bikes in Delhi NCR. The survey is mainly focused on the buying behavior of the
consumer that motivates them to purchase the two wheeler bikes.
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, 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.
Title: A study on how does brand of a motorbike affects the customer

Objectives of Study:

▪ To study the customer’s buying behavior towards motorbikes.

▪ A study of customer’s satisfaction towards branded bikes.
▪ To identify what age groups prefer branded motorbikes.
▪ To identify the factors influencing the consumers in the selection and use of a particular
brand.
Title: A study on how does brand of a motorbike affects the customer

Research Methodology:

▪RESEARCH TYPE- Descriptive research

▪ SAMPLING DESIGN- Descriptive
▪ SAMPLE SIZE- 50
▪ SAMPLE LOCATION- DELHI NCR
▪ RESEARCH INSTRUMENT- QUESTIONNAIRE
▪ ANALYTICAL TOOL- EXCEL SHEETS AND PIE CHARTS
 Title: A study on how does brand of a motorbike affects the customer

Data Analysis:

Response 1: Age group you belong to?

Interpretation:The data was collected from all age groups for analyzing the perception of consumers
towards bike preferences. Majority of the sample population who filled the form are 18-25.
Title: A study on how does brand of a motorbike affects the customer

Data Analysis:
Response2: Occupation ?
Interpretation: The candidates who filled this form are mostly students between the age of 18-25,
because that’s the most likely group of purchasing or considering a purchase of bike.
Title: A study on how does brand of a motorbike affects the customer

Data Analysis:
Response 3: Do you prefer purchasing a bike?
Interpretation: It is seen that 76 percent people are in favour of preferring to purchase a bike while 24
percent claim that they don’t prefer bikes.
Title: A study on how does brand of a motorbike affects the customer

Data Analysis:
Response4:What kind of bike you prefer?
Interpretation:Most of the sample population prefers sports bike they amount to 42 percent which is
followed by Cruise bike that is 34 percent and then street bikes are preferred by 20 percent. The least
preferred are the naked bikes.
 Title: A study on how does brand of a motorbike affects the
customer
Data Analysis:

Response 5:Why you chose this bike?

Interpretation: The 16% of the sample population chose their preferred bike on the basis of mileage,
whereas the other 20% chose as for the design of the bike. To the majority of the sample population
which is 36%, functions are the deciding factor, while other 26% look for comfort and rest consider all
of the factors.
Title: A study on how does brand of a motorbike affects the customer
Data Analysis:
Response 6:Which brand would you prefer?
Interpretation: The most favorite brand of most of the sample population, which is 48% is Harley
Davidson which is followed by Jawa preferred by 20% of the sample population, then the most
preferable brand comes Royal Enfield chosen by 14%, and rest adore Indian scout. Bajaj, BMW, Ducati,
Kawasaki is preferred by very less of the sample population.
 Title: A study on how does brand of a motorbike affects the customer
Data Analysis:

Response 7: How you got to know about this brand?

Interpretation: The majority of the sample population which is 26%, is aware of the brand name
because of Internet, whereas second most awareness is spread out through newspapers and
magazines, said by 20%. 18% know it through multimedia channels, whereas 16% are aware of it
because of acquaintances. The equal proportion of 6% relies on dealers and advertisements.
 Title: A study on how does brand of a motorbike affects the
customer
Data Analysis:
Response 8: Price vs. product?
Interpretation: Almost half of the sample population believes that their preferred bikes are
reasonably priced which is 50%, other 40% consider it to be overpriced and rest 10%
believes they are underpriced.
Title: A study on how does brand of a motorbike affects the customer
Data Analysis:

Response 9: . Factors motivated you to purchase branded bikes over normal

bikes?
Interpretation: The 32% of the sample population chose their preferred bike
on the basis of product quality, whereas the other 20% chose as for the
comfort of the bike. For 16% of the sample population performance and
designs are the deciding factor, while other 14% look for brand trust and rest
consider low problems, luxury, need, price etc.
Title:A study on how does brand of a motorbike affects the customer
Data Analysis:

Response 10: Satisfaction level about the performance?

Interpretation: The 44% of the sample population was highly satisfied
with the performance of their preferred bike. Same proportion of other
44% were just satisfied with the performance and other 12% had average
views about the same.
Title:A study on how does brand of a motorbike affects the customer
Data Analysis:
Response 11: Your plan on changing your bike for new one?
Interpretation: The 46% of the sample population prefer on changing their bikes if
they get future offers of new ones, 38% of the sample refuses to do so, and 16% would
surely like to change their bikes.
Title:A study on how does brand of a motorbike affects the customer
Data Analysis:

Response 12: If Yes, why?

Interpretation: The half of the sample population which is 50%, would like to change their
bikes just for a change. 24% of the would like to change it because of after sale services, the
other 14% would like to change it because of problems faced by them and the rest 12%
would like to change it to improve their riding experience.
Title: A study on how does brand of a motorbike affects the customer

Recommendations:

▪Analysis suggests that mileage is considered the most important Factor which influences consumers to
purchase motor cycles. Therefore, two-wheeler companies should give special attention to employment
of latest technology to provide better mileage to consumers.
▪ Majority of the consumers prefer comfort, good after sales service, and smooth suspension. Based on
these factors, consumers prefer the two wheelers. So, it is suggested from the research survey that the
companies should often conduct a research survey to know the consumers’ preferences. If the
companies identify the preference factors, they can easily compete, and also improve their sales.
▪ Focus should be on teenagers, young and executives as they represent largess portion of the bike user
segment.
▪ Provide better sales follow up which almost every brand lacks - the research has showed that the bike
users of all brands arc dissatisfied with their `after sales experience'.
▪ Indian customers generally do not use bike for fashion but as a necessity so mileage.
Title: A study on how does brand of a motorbike affects the customer

Research Finding:
The ultimate motive of all marketing activities is consumer satisfaction. Therefore the two wheeler
manufacturers should manufacture their products suited to the needs/preferences of the consumers. In
simple terms the fortunes of many a producer will be decided by the emerging consumer preferences for
vehicles offering high fuel economy and low maintenance.
Buying patterns of different market segments helps marketers to identify groups, which represent the
greatest sales potential. Therefore marketing manager must know what rural buyers are really seeking in
the purchase of two-wheelers.
Title:A study on how does brand of a motorbike affects the customer

Bibliography:

▪ANON “A hand book of Transport”, (1999) Calcutta.

▪ ANON “Car & Bike”, January 2000.
▪ Arch G. Wood side and Elizabeth J. Wilson (Aug Sep 1985), “Effect of Consumer Awareness of Brand
Advertising on preference”, Journal of Advertising Research, vol 25, No.4.
▪ Brown, W.F. “The Determination of factors influencing Brand choice” Journal of marketing – vol.19,
1950.
▪ Bullock, H.A (1961), “Consumer Motivating in Black and white; part I.” Harvard Business Review. Vol.
29, No. 3. DOI: 10.18535/ijsrm/v5i8.27 Muniganti Praveen, IJSRM Volume 5 Issue 08 August 2017
[www.ijsrm.in] Page 6788 6.
▪ Bullock. H.A. (1961) “Consumer motivations in Black and white; part II.” Harvard Business Review, vol.
39 No.4.
Title: A study on how does brand of a motorbike affects the
customer

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