A FIELD SURVEY PROJECT REPORT ON CONSUMER

BUYING BEHAVIOUR TOWARDS TWO WHEELER

SUBMITTED IN PARTIAL FULLFILLMENT OF THE

REQUIREMENTS FOR THE POST GRADUATE DIPLOMA IN
MANAGEMENT 2018-2020

SUBMITTED TO SUBMITTED BY

MR.KARTIKEYA SINGH D.DANISH RAJ

ASSISTANT PROFESSOR ROLL NO.PG/24/026

SMS VARANASI

1
 ​DECLARATION

I, D.Danish Raj hereby declare that my report entitled “ Consumer Buying

Behaviour Towards Two Wheeler ” is a project work carried out by me
independently. The information presented in the report is correct to the best of
my knowledge and the analysis is as per the norms and guidelines of the report.
I have utilized the required concepts and applied the relevant methodologies to
analyze the data collected to reach the conclusion.

I claim this report to be my indigenous work and have not presented it anywhere
else for any purpose.

DATE: D.DANISH RAJ

PLACE: PGDM 2​nd​ Sem

PG/24/026

2
 ​ACKNOWLEDGEMENT

Research work is combined effort, so one should thank all who has helped in
making the report purposeful. Hence I take this opportunity to thank all that
have been instrumental in helping me to prepare this report.

It is great honor to be assigned this topic. I am immensely greateful to MR.

KARTIKEYA SINGH (Assistant Professor) for his continuous support and
guidance while pursuing the project and for providing me valuable time to
structure the report. Without his help and valuable inputs and guidelines, the
completion of this project would not have been possible. I am immensely
grateful to Prof. P.N JHA (Director- SMS Varanasi) for providing me this
opportunity to prove my skills and shoulder the responsibilities through this
survey project.

I also want to thank MR. RISHI RAMAN SINGH (Coordinator, PGDM) for
providing me this opportunity.

I also want to thank all teachers, the staff member and library members for their
valuable advice and guidance which helped me to make this report purposeful. I
specially wish to thank all other people who directly or indirectly with my
research, my friends as well as all those respondents without their support this
report would not have been possible.

I feel to be my duty to put it into records with great affection and inspiration to
my reverent parents for their constant encouragement, financial & moral support
throughout the study period.

3
 Table of Content

​CHAPTERS: PAGE NO.

1. Introduction 1–2
2. Industry Overview 3 – 10
3. Literature Review 11
4. Research Methodology 12
5. Objectives 13
6. Data Analysis & Interpretation 14 – 44
7. Findings 45
8. Conclusion 46
9. Limitation 47
10.Bibliography 48
11.Annexure 49 – 51

4
 ​Introduction

India is the one of the largest manufactures and producer of two wheeler In the
world. Two wheeler segment is one of the most important components of the
automobile sector. The two wheeler industry has been in existents in the country
since 1995. the growth of Indian two wheeler market not only being by
commuter vehicles, but even larger sold in good numbers, Which sales upward
of 1 lac.

All the major players in the market including BAJAJ AUTO, HERO
MOTOCORP, HONDA, TVS, YAMAHA work over time to grab the market.

The market philosophy of business assumes that an organization can best serve,
proper and attain profit by identifying and satisfying the needs of its customers.
The customers has a today much wider choice. In today’s market the sales of the
product is not only way to get success, the services and the customers
satisfaction is also important. The companies HERO, HONDA, YAMAHA,
BAJAJ, TVS, ROYAL ENFEILD, VESPA are the world class companies in
two wheelers bikes. Those all the highest two wheeler selling companies in
India. But the performance and the customers approach towards those
companies is important. India is second largest producer of the two-wheeler in
the world. The two wheeler segment contribute the largest volume all the
segments annually. It consist of segment viz. scooter and motorcycle.

The topic “CONSUMER BUYING BEHAVIOUR TOWARDS

TWO WHEELER” is a kind of survey that shows the performance of those

5
companies. So these shows the customers view and their problems about the
companies.

There are three major types of motorcycle: street, off-road, and dual purpose.
Within these types, there are many sub-types of motorcycles for different
purposes. There is often a ​racing​ counterpart to each type, such as ​road
racing​ and street bikes, or ​motocross​ and dirt bikes.

Street bikes include ​cruisers​, ​sports bikes​, ​scooters​ and ​mopeds​, and many other
types. Off-road motorcycles include many types designed for dirt-oriented
racing classes such as ​motocross​ and are not street legal in most areas. Dual
purpose machines like the ​dual-sport​ style are made to go off-road but include
features to make them legal and comfortable on the street as well.

6
 Industry Overview

The two-wheeler industry in India has grown rapidly in the country since the
announcement of the process of liberalization in 1991 by the then finance
minister Dr. Manmohan Singh, Ex Prime Minister of India.

Previously, there were only a handful of two-wheeler models available in the

country. 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.

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

One of the chief factors is poor public transport in many parts of India.
Additionally, two-wheelers offer a great deal of convenience and mobility for
the Indian family​.

7
 Hero Motocorp Ltd., formerly Hero Honda, is
an Indian motorcycle and scooter manufacturer based in New Delhi, India. The
company is the largest two-wheeler manufacturer in the world, and also in India,
where it has a market share of about 46% in the two-wheeler category. "Hero" is
the brand name used by the Munjal brothers for their flagship company, Hero
Cycles Ltd. A joint venture between the Hero Group and Honda Motor
Company was established in 1984 as the Hero Honda Motors Limited at
Dharuhera, India. Munjal family and Honda group both owned 26% stake in the
Company.

In 2010, when Honda decided to move out of the joint venture, Hero Group
bought the shares held by Honda.The name of the company was changed from
Hero Honda Motors Limited to Hero MotoCorp Limited on 29 July 2011. In
2001, the company became the largest two-wheeler manufacturing company in
India and globally. The company sold 3,27,167 scooters in the month of May
2018, compared to 3,34,168 scooters that they sold in May 2017.

8
Honda is the world’s largest manufacturer of two wheelers, Recognized over the
world as the symbol of Honda Two Wheelers, the ‘Wings’ arrived in India as
Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI), a 100% subsidiary of
Honda Motor Company Ltd., Japan, in 1999. Since its establishment in 1999 at
Manesar, District Gurgaon, Haryana, Honda has lived up to its reputation of
offering the highest quality products at the most reasonable price. Despite being
one of the youngest players in the Indian two-wheelers market, Honda has
become the largest two wheeler manufacturer as well as the second largest
two-wheelers company in India. Honda is also the fastest growing company in
country today.Honda’s automatic scooter sales grew 22% to 973,725 units.
Creating new records, Honda 2Wheelers India also created new records by
becoming the NEW No. 2 brand in domestic motorcycle segment. Honda’s
motorcycle sales grew 15% from 440,760 units to 504,753 units in YTD basis.
On the exports front too, Honda’s two-wheelers exports zoomed by 44% to
81,862 units in April-June, 2017.

9
 TVS was established by Mr TV Sundaram
Iyengar. He began with Delhi first bus service in 1911 and founded T.V.
Sundaram Iyengar and Sons Limited.TVS Motor Company is a multinational
motorcycle company headquartered at Chennai, India. It is the third largest
motorcycle company in India with a revenue of over 13,000 Cr ($2 billion) in
2016-17. The company has an annual sales of 3 million units and an annual
capacity of over 4 million vehicles. TVS Motor Company is also the 2nd largest
exporter in India with exports to over 60 Countries.TVS Motor was the first
Indian company to deploy a catalytic converter in a 100 cc motorcycle and the
first to indigenously produce a four stroke 150cc motorcycle. The list of firsts
from TVS: "India’s first 2-seater moped – TVS 50", "India’s first indigenous
scooterette - TVS Scooty", "India’s first Digital Ignition - TVS Champ",
"India’s first fully indigenous motorcycle - Victor", "First Indian company to
launch ABS in a motorcycle - Apache RTR Series".In 2017, 6th of December
TVS launched their most-awaited motorcycle, the Apache RR 310 in an event at
Chennai. The 310cc motorcycle with an engine which was co-developed with

10
BMW features first ever full fairing on a TVS bike, dual-channel ABS, EFI,
KYB suspension kits, etc. It is expected to rival bikes like KTM RC 390,
Kawasaki Ninja 250SL after hitting the market. The Apache RR 310 is designed
and realised entirely in India.

India Yamaha Motor Private Limited

(IYM) is the wholly owned Indian subsidiary of Yamaha Motor company, Japan
Joint-investor with Mitsui & Co., Ltd. Yamaha Motor Company,Japan made its
initial foray into India in 1985 as a joint-venture with Escorts Group. In August
2001, it became a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC).
In 2008, Mitsui & Co., Ltd. entered into an agreement with YMC to become a
joint-investor in India.[1] It produces a range of motorcycles for domestic
consumption and export including the FZ, SZ, Saluto, Fazer, and YZF.Yamaha
own three plants for manufacture of two-wheelers in India: one in Faridabad,
Haryana, one in Surajpur, Uttar Pradesh & one in Chennai, Tamilnadu. It is
from these three plants that Yamaha handles production of motorcycles and
parts for both domestic as well as overseas markets. While the Faridabad plants
was started in 1965, the Surajpur plants followed with its inception in 1984 &
Chennai in 2014. The scooters manufactured by Yamaha in India are the
Yamaha Ray and its upgrade, the Yamaha Ray Z, Alpha, Fascino.

11
 Bajaj Auto Limited is a global
two-wheeler and three-wheeler Indian manufacturing company. Bajaj Auto
manufactures and sells motorcycles, scooters. Bajaj Auto is a part of the Bajaj
Group. It was founded by Jamnalal Bajaj in Rajasthan in the 1940s. Bajaj Auto
is the world's sixth-largest manufacturer of motorcycles and the second-largest
in India. It is the world's largest three-wheeler manufacturer.On May 2015, its
market capitalisation was ₹640 billion (US$9.5 billion), making it India's 23rd
largest publicly traded company by market value. The Forbes Global 2000 list
for the year 2012 ranked Bajaj Auto at 1,416. Bajaj Auto came into existence on
29 November 1944 as M/s Bachraj Trading Corporation Private Limited. It
started off by selling imported two- and three-wheelers in India. In 1959, it
obtained a license from the Government of India to manufacture two-wheelers
and three-wheelers and obtained Licence from Piaggio to manufacture Vespa
Brand Scooters in India and started making Vespa 150 scooters. It became a

12
public limited company in 1960. In 1970, it rolled out its 100,000th vehicle. In
1977, it sold 100,000 vehicles in a financial year. In 1985, it started producing
at Waluj near Aurangabad. In 1986, it sold 500,000 vehicles in a financial year.
In 1995, it rolled out its ten millionth vehicle and produced and sold one million
vehicles in a year. Motorcycles in production include the Platina, Discover,
Pulsar and Avenger and CT 100. In FY 2012-13, it sold approximately 3.76
million motorcycles which accounted for 31% of the market share in India. Of
these, approximately 2.46 million motorcycles (66%) were sold in India and
remaining 34% were exported.

Royal Enfield is an Indian motorcycle

manufacturing brand with the tag of "the oldest global motorcycle brand in
continuous production” manufactured in factories in Chennai in India. Licensed
from Royal Enfield by the indigenous Indian Madras Motors, it is now a
subsidiary of Eicher Motors Limited, an Indian automaker.[9] The company
makes the Royal Enfield Bullet, and other single-cylinder motorcycles. First
produced in 1901, Royal Enfield is the oldest motorcycle brand in the world still
in production, with the Bullet model enjoying the longest motorcycle production
run of all time. The Indian government looked for a suitable motorcycle for its
police and army, for patrolling the country's border. The Royal Enfield Bullet
was chosen as the most suitable bike for the job. The government ordered 800
units of the 350 cc model. In 1955, the Redditch company partnered with
Madras Motors in India to form 'Enfield India' to assemble, under licence, the
350 cc Royal Enfield Bullet motorcycle in Madras (now called Chennai). The

13
tooling was sold to Enfield India so that they could manufacture components.
By 1962, all components were made in India. The Indian Enfield uses the 1960
engine (with metric bearing sizes), Royal Enfield still makes an essentially
similar bike in the 350 cc and 500 cc models, along with several different
models for different market segments. Royal Enfield currently sells motorcycles
in more than 50 countries. Royal Enfield surpassed Harley-Davidson in global
sales in 2015.

Vespa first came to India in 1960 with the collaboration with Bajaj auto.The
collaboration ended in 1971.Vespa at that time was considered an iconic scooter
brand globally & the brand was owned by piaggio.Piaggio then joined hands
with kanpur based lohia machines ltd (LML) in 1983 & started to roll out the
vespa range of scooters. Having travelled through a 100 countries and selling
over 17 million units globally till date, Vespa entered in indian market on april
2012. According to Society of Indian automobile manufacturers, vespa sales in
India grew 24.55 % to 62%,841 units by 2012.

14
 ​Literature Review

Vijaya & Jayachitra (October 2011) concentrated in their study ‘Customer

perception with motorcycles’ with the main objective to understand about the
customer perception towards Two wheelers of india as well as to analyze the
reasons customers opt for a particular brand.

Duggani Yuvaraju et al. (May 2014) studied the customer Satisfaction towards
Two Wheelers in Tamilnadu. Their study is useful in understanding the
customer relationship management of Two wheelers among customers.

K. Lakshmi Priya (2016) studied the customer satisfaction towards two wheeler
in Palakkad, Kerala. He studied the availability level of products, quality of
product, customer’s expectation towards the product and problem faced by
customers at two wheeler brands .

15
 ​RESEARCH METHODOLOGY

Research Type Empirical Research

Data collection Primary and secondary Data
Universe Varanasi
Sample size 100 - 150
Sampling Type Convenience sampling
Statistical Tools Central tendency, variance,
standard deviation etc
Sample unit Customers who buy two wheeler
in last 1 to 5 year's
Data analysis platforms EXCEL, SPSS

16
 ​OBJECTIVE

To understand the factors affecting the purchase intention of customer

towards two wheeler.
To check the satisfaction level of customer.
To measure the two wheeler brand or model have good
image in the market.
To know the most effective media tool to influence awareness regarding
two wheelers.
To understand the expectation of the customer.

17
 Data Analysis
&
Data Interpretation

18
Gender

19
 Gender

Cumulative
Frequency Percent Valid Percent Percent
Valid Male
76 62.3 62.3 62.3

Female 46 37.7 37.7 100.0

Total 122 100.0 100.0

● In this Survey 37.7% are Female and 62.3 % are Male who Use two
wheeler.

Qualification

20
 Qualification

Valid Cumulative
Frequency Percent Percent Percent

Valid 1 29 23.8 23.8 23.8

2 21 17.2 17.2 41.0

3 46 37.7 37.7 78.7

4 26 21.3 21.3 100.0

Total 122 100.0 100.0

21
 ● From this Graph shows that Maximum customers are Graduated.

Income

Income

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 61 50.0 50.0 50.0

2 38 31.1 31.1 81.1

3 14 11.5 11.5 92.6

4 9 7.4 7.4 100.0

22
 Total 122 100.0 100.0

● most of the customer’s monthly Income are Below 5000 and

10000-20000.

23
 Occupation

Occupation

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 48 39.3 39.3 39.3

2 43 35.2 35.2 74.6

3 10 8.2 8.2 82.8

4 15 12.3 12.3 95.1

5 6 4.9 4.9 100.0

Total 122 100.0 100.0

24
● Most of the Customers are Students and Salary employed.

25
 Which_type_of_two_wheelers_do_you_own?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 25 20.5 20.5 20.5

2 26 21.3 21.3 41.8

3 11 9.0 9.0 50.8

4 39 32.0 32.0 82.8

5 12 9.8 9.8 92.6

6 9 7.4 7.4 100.0

Total 122 100.0 100.0

WHICH TYPE OF TWO WHEELERS DO YOU OWN?

26
 Statistics

Which_type_of_two_wheelers_do_you_own?

N Valid 122

Missing 0

Mean 3.11

Median 3.00

Mode 4

27
● Most of the customers are use Standard type of two wheeler.

28
WHICH BRAND OF TWO WHEELER DO YOU OWN ?
Which_brand_of_two_wheeler_do_you_own_?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 37 30.3 30.3 30.3

2 23 18.9 18.9 49.2

3 14 11.5 11.5 60.7

4 23 18.9 18.9 79.5

5 9 7.4 7.4 86.9

6 14 11.5 11.5 98.4

7 2 1.6 1.6 100.0

Total 122 100.0 100.0

29
 Statistics

Which_brand_of_two_wheeler_do_you_own_?

N Valid 122

Missing 0

Mean 2.95

Median 3.00

Mode 1

30
 ● Most of the customers are use BAJAJ bikes.

HOW DID YOU CHOOSE THIS BRAND ?

How_did_you_choose_this_brand_?

Frequency Percent Valid Percent Cumulative Percent

Valid 1 60 49.2 49.2 49.2

31
 2 22 18.0 18.0 67.2

3 29 23.8 23.8 91.0

4 11 9.0 9.0 100.0

Total 122 100.0 100.0

Statistics

How_did_you_choose_this_brand_?

N Valid 122

Missing 0

Mean 1.93

Median 2.00

Mode 1

32
● Most of the customers purchasing two wheelers for self choice.

33
 WHAT ARE THE REASONS FOR BUYING A
TWO WHEELER ?
What_are_the_reasons_for_buying_a_Two_Wheeler?

Frequency Percent Valid Percent Cumulative Percent

Valid 1 42 34.4 34.4 34.4

2 16 13.1 13.1 47.5

3 41 33.6 33.6 81.1

4 14 11.5 11.5 92.6

5 9 7.4 7.4 100.0

Total 122 100.0 100.0

Statistics

What_are_the_reasons_for_buying_a_Two_Wheeler?

N Valid 122

Missing 0

Mean 2.44

Median 3.00

Mode 1

34
● Most of the customers buy two wheelers for Necessity and Comfort also.

35
 HOW DO YOU CONSIDER THE FOLLOWING
FACTORS WHILE PURCHASING THE TWO
WHEELER ?
How_do_you_consider_the_following_factors_while_purchasing_the_Two
_Wheeler?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 39 32.0 32.0 32.0

2 31 25.4 25.4 57.4

3 32 26.2 26.2 83.6

4 7 5.7 5.7 89.3

5 13 10.7 10.7 100.0

Total 122 100.0 100.0

36
 Statistics

How_do_you_consider_the_following_factors_while_purchasi
ng_the_Two_Wheeler?

N Valid 122

Missing 0

Mean 2.38

Median 2.00

Mode 1

37
● Most of the customers Consider the Style factor and After than Price and
features.

38
 HOW MUCH CAPACITY DO YOU PREFER IN YOUR TWO
WHEELER ?

How_much_capacity _do_you _prefer_in_your_two_wheeler_?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 38 31.1 31.1 31.1

2 20 16.4 16.4 47.5

3 38 31.1 31.1 78.7

4 16 13.1 13.1 91.8

5 10 8.2 8.2 100.0

Total 122 100.0 100.0

Statistics

How_much_capacity_do_yo
u_prefer_in_your_two_wheel
er_?

N Valid 122

Missing 0

Mean 2.51

Median 3.00

39
Mode 1​a

a. Multiple modes exist. The

smallest value is shown

40
● Most of the Customers prefer the capacity of 110-150cc and 200cc-300cc.

41
 HOW DO YOU COME TO KNOW ABOUT YOUR VEHICLE?
How_do_you_come_to_know_about_your_vehicle?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 14 11.5 11.5 11.5

2 34 27.9 27.9 39.3

3 26 21.3 21.3 60.7

4 22 18.0 18.0 78.7

5 26 21.3 21.3 100.0

Total 122 100.0 100.0

Statistics

How_do_you_come_to_know_a
bout_your_vehicle?

N Valid 122

Missing 0

Mean 3.10

Median 3.00

Mode 2

42
43
● Most of the customers Know about the two wheelers by Magezines After than
television and Friends.

44
 ​HOW OFTEN DO YOU USE THE VEHICLE ?
How_often_do_you_use_the_vehicle?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 24 19.7 19.7 19.7

2 56 45.9 45.9 65.6

3 16 13.1 13.1 78.7

4 13 10.7 10.7 89.3

5 13 10.7 10.7 100.0

Total 122 100.0 100.0

Statistics

How_often_do_you_use_the_vehicle?

45
N Valid 122

Missing 0

Mean 2.47

Median 2.00

Mode 2

46
● Most of the customers use their vehicle daily.

47
WHAT IS YOUR OPINION ABOUT THE OVERALL
PERFORMANCE OF YOUR VEHICLE?

What_is_your_opinion_about_the_overall_performance_of_your_vehicle?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 26 21.3 21.3 21.3

2 43 35.2 35.2 56.6

3 28 23.0 23.0 79.5

4 15 12.3 12.3 91.8

5 10 8.2 8.2 100.0

Total 122 100.0 100.0

Statistics

What_is_your_opinion_about_the_overall_perform
ance_of_your_vehicle?

N Valid 122

Missing 0

Mean 2.51

Median 2.00

Mode 2

48
49
● Customers Opinion about the overall performance of vehicle is very
good.

50
 HOW LONG HAVE YOU BEEN USING THIS VEHICLE ?
How_long_have_you_been_using_this_vehicle_?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 10 8.2 8.2 8.2

2 22 18.0 18.0 26.2

3 31 25.4 25.4 51.6

4 28 23.0 23.0 74.6

5 31 25.4 25.4 100.0

Total 122 100.0 100.0

Statistics

How_long_have_you_been_usin
g_this_vehicle_?

N Valid 122

Missing 0

Mean 3.39

Median 3.00

Mode 3​a

a. Multiple modes exist. The

smallest value is shown

51
52
● Most of the customers using their vehicle for 3 or 5 years.

53
 ARE YOU SATISFIED WITH AFTER SALE SERVICE GIVEN BY
YOUR BRAND?

Are_you_satisfied_with_after_sale_service_given_by_your_brand?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 5 4.1 4.1 4.1

2 31 25.4 25.4 29.5

3 31 25.4 25.4 54.9

4 29 23.8 23.8 78.7

5 26 21.3 21.3 100.0

Total 122 100.0 100.0

Statistics

Are_you_satisfied_with_after_sale
_service_given_by_your_brand?

N Valid 122

Missing 0

Mean 3.3279

Median 3.0000

Mode 2.00​a

a. Multiple modes exist. The

smallest value is shown

54
55
 WHAT MAINTENANCE PROCEDURE YOU ADOPT
INSERVICING YOUR VEHICLE?
What_maintenance_procedure_you_adopt_inservicing_your_vehicle?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 18 14.8 14.8 14.8

2 60 49.2 49.2 63.9

3 36 29.5 29.5 93.4

4 8 6.6 6.6 100.0

Total 122 100.0 100.0

56
 Statistics

What_maintenance_procedure_you_adopt_inser
vicing_your_vehicle?

N Valid 122

Missing 0

Mean 2.28

Median 2.00

Mode 2

57
● Most of the customers go for their vehicle servicing once in a month and
once in 6 months .

58
WHILE GOING FOR THE DEVOLOPMENT OF NEW BIKE
WHICHPOINT THE COMPANY SHOULD KEEP IN MIND?

While_going_for_the_devolopment_of_new_bike_whichpoint_the_company_sh
ould_keep_in_mind?

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 11 9.0 15.5 15.5

2 28 23.0 39.4 54.9

3 26 21.3 36.6 91.5

4 6 4.9 8.5 100.0

Total 71 58.2 100.0

Missing System 51 41.8

Total 122 100.0

59
 Statistics

While_going_for_the_devolopment_of_new_bike_w
hichpoint_the_company_should_keep_in_mind?

N Valid 71

Missing 51

Mean 2.38

Median 2.00

Mode 2

60
● Majority of customers are giving feedback for the development for
Comfort and fuel efficiency.

FINDINGS

61
  
● According to this survey mostly customers are male.

● According to this survey, Bajaj auto Brand is giving toughest competition

to Hero motocorp and others brand.

● Out of the collected response mostly customers are using Standard bikes.

● According to this survey the most influence media to create awareness

regarding two wheelers is magazines and Television.

● While going for the development of new bike comfort and fuel efficiancy
is more important feedback for buyers.

● Mostly customers are using their vehicle for 3 Years or 5 years.

CONCLUSION

62
  
After analyzing the data, we have seen that attributes like Style , comfort, fuel
efficiency and low maintenance cost are the ones which are highly influencing
the purchase decision of the buyers while purchasing Two wheelers. Meanwhile
other attributes such as design and after sale services are influencing the
purchase decision to some extent but not as high as those mentioned above.

After this, with the help of this research we are finding out that which Two
Wheeler brand are being preferred by most of the consumers. For this we
formed BAJAJ , HONDA,HERO MOTOCORP and VESPA. On the basis of
the results being derived after analyzing the data, it may be said that there is that
there is an intense competition in the automobile market particularly in the Two
wheelers. So in order to survive in the market the automobile companies need to
provide a quality product at an affordable and competitive price. Other than this
thing after sale service and others necessary needs of the consumers need to be
catered.

Before making the marketing strategy the automobile companies need to

identify and focus on those attributes which are currently in trend. From the
study what we get to see that most of the Indian people prefer standard bike .

As there are significant differences among brands and hence the consumers are
highly involved in the purchase decision. The main cause of high involvement is
due to the fact that purchasing a Two wheeler bike is important part of their
social standard.

 
 
 
Limitation
63
● My research project mainly focused on the consumer behaviour towards
two wheeler in Varanasi, so the findings may vary from other states of
India because of socio-economic and socio-cultural difference.

● The respondent are from different places of Varanasi were not in equal
proportion.

● In my questioner all the questions are close ended ,so the respondent have
to choose only from the given options and it puts a limit on the
responding freely .

● The view of the people are biased therefore it doesn’t reflect picture.

64
 BIBLIOGRAPHY

 
● WWW.WIKIPIDIA.COM
● RESEARCH METHODOLOGY : METHODS AND TECHNIQUES BY KOTHARI C.R
● WWW.GOOGLE​.COM

65
 ANNEXURE
Social profile :
1) Gender :

a) Male b) Female

2) Educational Background :

a) matriculation (b) intermediate (c) graduation

d) post graduates (e) any other

3) Occupation :

a) student (b) Salary Employed (c)business

d) Self Employed (e) Other

4) Monthly income :

a) below rs. 5000 (b) Rs. 10,000-20,000

c) below rs. 20,000-30,000 (d) 30,000 & above

5) Which type of two wheelers do you own ?

a) sports bike (b) scooter (c) cruiser

d) standard (e) dual sports

6) Which brand of two wheeler do you own ?

66
(a) bajaj auto (b) hero motocorp (c) Yamaha (d) honda
(e) royal enfield (f) TVS (g)Vespa

7) How did you choose this brand ?

a) Self made b)Mywife\husband\parents\children’s choice

c)Friend’s recommendation d) Mechanics recommendation

e) Others

8)​ ​what are the reasons for buying a two wheeler ?

a)necessity b)Lack of public transport c)Comfort d)Status e)other

9) how do you consider the following factors while purchasing the two wheeler
?
A) style b)price c)features d)brand name e)mileage

10) How much capacity do you prefer in your two wheeler?

(a)110cc-160cc (b) 160cc-200cc (c)200cc-250cc (d)300cc and above

11) How do you come to know about your vehicle?

a) news paper b)magazines c)television d)social media d)friends

12)​ ​How often do you use the vehicle?

a)very often b)daily c)weekly once d)once in two days e)based on

needs

67
13)​ ​What is your opinion about the overall performance of your vehicle?

a) excellent b) very good c) good d) average e)poor

14)Are you satisfied with after sale service given by your brand?

a) 1 b) 2 c) 3 d) 4 e) 5

15)How long have you been using this vehicle ?

a) 1 year b)2 year c)3 year d)4 year e)5 year and above

16)​ ​What maintenance procedure you adopt inservicing your vehicle?

a)monthly once b)once in 3 months c)once in 6 months d)only after a

breakdown

17)While going for the devolopment of new bike whichpoint the company
should keep in mind?

a)design b)comfort c)fuel effieciency d)price

68