Consumer Behavior in Purchase of Two Wheelers

8/2/2019 Consumer Behavior in Purchase of Two Wheelers

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Presented by:

Ankita Sinha

Pallavi Jaiswal

Vikash Kumar


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The two-wheeler industry in India has grown rapidly inthe country since the announcement of the process ofliberalization.

Currently, India is the second largest producer of two-wheelers in the world.

It stands next only to China and Japan in terms of the

number of two-wheelers produced and the sales of two-wheelers respectively.

In the year 2005-2006, the annual production of two-

wheelers in India stood at around 7600801 units.


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The trend of owning two-wheelers is due to a variety of factspeculiar to India.

poor public transport in many parts of India.

two-wheelers offer a great deal of convenience and mobility

for the Indian family.

The change in the government's policy owning to pollution

control norms and the Kyoto agreement saw the phasing out of

two stroke two-wheelers from production.

Currently , around 10 two-wheeler manufacturers in the country.


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Purchased decision making pattern of a buyer that is acomplex amalgam of needs and desire, and isinfluenced by factors such as the consumers societalrole(parent, spouse, worker, etc),social and culture

environment and norms, and aspirations andinhibitions.


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Behavior that consumers display in searchingfor, purchasing, using, evaluating and disposing

of products and services that they expect will

satisfy their needs.by LG. Schiffman & LL Kanuk


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Consumer satisfaction or dissatisfaction can be measured by theattitude someone has after a product has been purchased.

by Donnelly &Ivancevich,1970

Consumer buying behavior may be defined as the environment

and decision process affecting individuals when evaluating,acquiring, using or disposing of goods, services or ideas. In

consumer buying context there are a plethora of different

environment and decision related variables that can impact on the

decision of whether or not to initiate a purchase.Loudon &Della Bitta,1993


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Comprises of five stages mainly

1. Problem Identification:-

Starts when the buyer recognizes a problem or need Can be triggered by internal or external stimuli


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2. Information Search

Personal Sources: Family, friends, neighbor

Commercial Source:Advertising, sales persons,

dealers, packaging, displays Public sources: mass media, consumer, rating

organizations

Experimental sources: Handling. Examine, using the

product


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3. Evaluation of Alternative:-

The consumer looks for certain benefits from theproducts and tries to find it in available options

4 . Choice of purchasing decision:- Which types of bike he must buy?

From whom to buy a bike and how payment to bemade?


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5. Post Purchase Behavior : Post Purchase Satisfaction; Post purchase Action; Post-Purchase Use or Disposal:

Characteristic of Buyer Behaviors(1) consists of mental and physical activities which

consumers undertake to get goods and services for

satisfaction.(2) includes both observable activities and making a

purchase and mental activities-such as forming attitudes,perceiving advertising and to prefer brands.


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Characteristic of Buyer Behaviors

(1) consists of mental and physical activities whichconsumers undertake to get goods and services forsatisfaction.

(2) includes both observable activities and making apurchase and mental activities-such as forming attitudes,

perceiving advertising and to prefer brands.(3) Consumer behaviors are very complex and dynamic to

changes(4) affected by internal factor, such as need motives,

perception, and attitudes, as well as by external of

environmental influences such as the family social groups,culture, economics and business influences.


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Marketing Research


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Research ProblemDetermine consumer buying behavior, consumer

preferences and the main factors affecting purchase

decision of two wheelers .

Objective of Research

To understand the consumer buying behavior in Patna

while purchasing of two wheelers.


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Category of ResearchWe chose descriptive and exploratory research for the survey.

Information Needed

Top of mind share of consumers.

Factors responsible for purchase decision making.

Role of family in purchasing decision.

Mode of payment.

Influence of income and occupation on buying behavior.


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Data Collection Method

Primary Data

Questionnaire, Personal Interview Secondary Data

Websites

Articles and Journals


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Sampling Plan

Sampling Procedure

Judgmental Sampling: We chose our respondents

based on the belief that those who have alreadybought the two wheeler would be able to respond in a

better way.

Sample Unit Sample Size

Customers 40

Dealers 4Total 44


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Con1 Con2 Con3

Brandpredetermine

d

Variantselection

Purchasemade after

color

selection

Brandpredetermin

ed

Variant,Model pre

determined

Decision oncolor

Every thingispredetermin

ed

Finalpurchase is

made


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0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

HERO HONDA BAJAJ YAMAHA HONDA TVS

18-25

26-30

31-40

ABOVE 40


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0

5

10

15

20

25

30

35

STUDENT BUSINESS SERVICE OTHERS

OCCUPATION-WISECLASSIFICATION

%

0

5

10

15

20

25

30

35

40

45

INCOME WISECLASSIFICATION

Series1


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18-2535%

26-30

35%

31-4025%

above 405%

%


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DOWN PAYMENT ,

30

EMI, 35

LOAN, 35


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0 5 10 15 20 25 30 35

NEWS PAPER

T V ADVERTISEMENT

MAGAZINE

WORD OF MOUTH PUBLICITY

% OF RES

% OF RES


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ATTRIBUTE OF TWO WHEELERS MEAN

BRAND VALUE 4.125

LOOK WISE 4.075

PICK UP 3.8

FUEL EFFICIECY 4.4SERVICE 4.15

PRICE 4.35

COLOUR 4.52

RIDING COMFORT 4.1


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Among 18-25 age group, the respondents havemore inclination towards brand, look of the bikeand pick up.(average being 4.5,5&5 respectively)

Among 26-30 age group, the respondents choices

have more emphasis on brand, fuel efficiency andservice.(average being 5,4.69&4.78 respectively)

Whereas people of 31-40 age group gave moreemphasis on service and fuel efficiency.(average

being 4.45 and 4.6 respectively)


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Students have a inclination towards pick up ofthe bike, look, brand and color of theproduct.(average being 4.6,4.35,4.3&4.2respectively)

Most of the servicemen go primarily with fuelefficient and good servicing bikes.(average ofwhich are 4.5&4.6 respectively)

Business class people like to choose high

performance two wheelers i.e. fuel efficient,look and the brand name.(average of which are4.45,4.6 & 4.65)


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People of income group less than Rs 25000 permonth go with fuel efficient and for them pricematters a lot.(mean of which is 4.7& 4.5)


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Most of the consumers are predetermined aboutthe brand of bike hence money is not aconstraint

Most of them are well informed about modeland variants

They ask for trial or test ride

Enquire about the mode of payment andinsurance cover scheme

During festive season the purchase of bike is atpeak and consumers are attracted towards giftand offerings


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Thank You

Consumer Behavior in Purchase of Two Wheelers

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