Factors Affecting Purchase Intention

of Motorbike in Bangladesh
A Brief Study on Bangladeshi Consumers Purchase Behavior
 Factors Affecting Purchase Intention of
Motorbike in Bangladesh
A Brief Study on Bangladeshi Consumers Purchase Behavior

Course Name: Business Communication

Course Code:104

Prepared to:
Mouri Mehtaj
Lecturer
Department of International Business
Faculty of Business Studies
University of Dhaka

Prepared by:
Name ID
MD. Sajeeb Hossain ZR-43
Asaduzzaman BE-55
Md. Noyon Ali SM-93
Md. Alamin Sharif SM-101
Md. Monjur SM-103
Nishat Tarique JH-258

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 Date of Submission: 07/04/2018

Letter of Transmittal

April 7, 2018
Department of International Business
Faculty of Business Studies
University of Dhaka

Subject: Submission of a report on.

Sir,
It is a pleasure to present a report on the topic “Factors Affecting Purchase Intention of
Motorbike in Bangladesh,” which is prepared as a partial requirement of the course named
“Business Communication” (IB-104) of BBA program under Department of International
Business of Faculty of Business Studies, University of Dhaka.

We have collected what we believed to be most relevant and current information to prepare a
reliable and complete report. In spite of several constraints, we have given our efforts to make
this report a meaningful one. We truly hope that our efforts will serve the purpose properly.

Sincerely yours,

MD. Sajeeb Hossain

[On behalf of the group]
Department of International Business
University of Dhaka

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 Acknowledgement

Completing a term paper is a rewarding task that requires mental stamina and attention to detail,
the varied nature of the matters dealt with has entitled references too many sources, starting from
books to brochure and to all of these we gladly acknowledge us in debt for the ideas and
information they have provided.

All praise to Almighty Allah. At first we are thankful to the almighty who gave us strength to
complete the term paper. In the process of performing this term paper we would like to pay our
gratitude and respect to some important person for their co-operation.

We are deeply indebted to our course teacher, Mouri Mehtaj, Department of International
Business, Faculty of Business Studies, University of Dhaka, for her co-operation and precious
contribution in preparing the report. It gave us the opportunity to mix up with individuals. We
are also helpful to those who give their different opinions of purchasing motorbike to make our
report more informative.

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 Table of Contents
Table of Contents

Executive Summary.........................................................................................................................7
CHAPTER 01..................................................................................................................................8
INTRODUCTION...........................................................................................................................8
1.0 Introduction................................................................................................................................9
1.1 Origin of the Report............................................................................................................10
1.2 Statement of the problems.......................................................................................................10
1.2 Purpose of the Report.........................................................................................................10
1.3 Objectives of Study.............................................................................................................10
1.4 Scope of Study.........................................................................................................................11
1.4 Limitations of the Study.....................................................................................................11
1.5 Historical Background of the Study...................................................................................11
1.6 Methodology.......................................................................................................................12
1.7 Report Preview...................................................................................................................12
CHAPTER 2..................................................................................................................................14
THEORETICAL REVIEW...........................................................................................................14
2.0 GENERAL INRODUCTION TO THE STUDY....................................................................15
2.1 THEORITICAL BACKGROUND OF STUDY.................................................................16
Market......................................................................................................................................16
Marketing.................................................................................................................................16
Marketing Management..........................................................................................................16
Marketing Mix.........................................................................................................................17
Marketing Planning.................................................................................................................17
Marketing Research................................................................................................................17
Need of marketing research....................................................................................................18
Consumer..................................................................................................................................18
Perception.................................................................................................................................18

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 Attitude.....................................................................................................................................18
Brand........................................................................................................................................18
Consumer Behavior.................................................................................................................18
Model of consumer behavior..................................................................................................19
7O’s of consumer behavior.....................................................................................................19
Major Factors Influencing Consumer Behavior...................................................................19
Cultural Factors.......................................................................................................................19
Social Factors...........................................................................................................................20
Personal Factors.......................................................................................................................20
Psychological Factors..............................................................................................................21
CHAPTER 3.................................................................................................................................22
ANALYSIS OF DATA COLLECTED......................................................................................22
3.0 BRAND...............................................................................................................................23
3.1 PRICE.................................................................................................................................24
3.2 FEATURES........................................................................................................................25
3.3 MILEAGE FACILITIY....................................................................................................27
3.4 PEER INFLUENCE..........................................................................................................28
CHAPTER 4.................................................................................................................................30
FINDINGS AND CONCLUSION..............................................................................................30
4.0 FINDINGS..........................................................................................................................31
4.1 CONCLUSION..................................................................................................................32
BIBLIOGRAPHY........................................................................................................................33
E-Book Preferred.....................................................................................................................33
Web Site Preferred..................................................................................................................33
APPENDICES..............................................................................................................................34
Questionnaire...........................................................................................................................34

List of Figures and Illustrations

Figure 1: Motorbike.........................................................................................................................9
Figure 2: Motorbike.......................................................................................................................15
Figure 3: Motorbike.......................................................................................................................23
Figure 4: graph 1............................................................................................................................24
Figure 5: graph 2............................................................................................................................25

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Figure 6: graph 3............................................................................................................................27
Figure 7: graph 4............................................................................................................................28
Figure 8: graph 5............................................................................................................................30
Figure 9: Motorbike.......................................................................................................................31

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 Executive Summary

Motorbike industry is one of the highly potential and emerging industries in the automobile
sector of Bangladeshi market. Being the emerging in product and process technologies in the
manufacturing sector.

It has been recognized as one of the drivers of economic growth. During the last few decades,
well-directed efforts have been made to provide a new look to the automobile policy for realizing
the sector's full potential for the economy.

We have used effective data to make our report. We have collected this data from various
sources like internet, public survey, daily news and so on. The research has done through survey
method. The sample size taken for this research is 55 customers those who are having motor
bikes. The area of this survey consists of the campus of University of Dhaka and other places
near the campus. The collection of data will be done with the help of focus group interview. The
designing of questionnaire needs precision and classification respondents can easily understand
the question and can answer it sincerely and correctly.

Theoretical part of the report will give a clear idea that what is market and marketing. To know
customers buying behavior we have to know first that what our countries market condition and
economy. As we know that our countries automobile sector is not enough strong still now but
emerging day by day because of being developing country. So generally we depend on other
country’s automobile and two wheeler sector like Japan and India.

In this report we showed about buying behavior of our potential customers. Generally, now a day
the main customers are youngsters between 25-35 years of age. From the survey that we did we
were able to know that consumers between 25-35 are the huge amount of motorbike users. Other
ages also like that age of 20-30, 31-40 and 41-50. But youngsters of our country are the most
potential customers of motorbike as the it is modern era.

They generally focused on bike’s features like color, style, weight and so on. They also a bit
price sensitive. But the age of 41-50 bike users is much price sensitive and they generally
focused on mileage facility. So finally, from the study a person can easily know about factors
affecting purchase intention of motorbike in Bangladesh.

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8
 CHAPTER 01
INTRODUCTION

Figure 1: Motorbike

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1.0 Introduction

The marketing philosophy of business assumes that an organization 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 loyalty does
not exist. The customer today has a much wider choice.

The first internal combustion, petroleum fueled motorcycle was the Daimler Reitwagen. It was
designed and built by the German inventors Gottlieb Daimler and Wilhelm Maybach in Bad
Cannstatt, Germany in 1885.In 1894 Hildebrand & Wolfmüller became the first series
production motorcycle, and the first to be called a "motorcycle" (German: Motorrad). However,
only a few hundred examples of this motorcycle were ever built. Bangladesh has started a
glorious journey in its industrialisation by stepping into the global market through exporting
motorcycles to Nepal by” Runner Automobiles Limited”.“Runner Automobiles Limited” started
manufacturing bikes in 2011, the Runner factory was officially launched on January 21, 2012.
After five years, Runner is going to start its export program from the same venue.

We all are consumers. Every day of our life we are buying and consuming on incredible variety
of goods and services. However, we all have different taste, like, dislike and adopt different
behavior patterns while making purchase decisions. The term consumer behavior refers to the
behavior display in searching for purchasing using evaluation and disposing in searching for
purchasing using evaluating and disposing of products and services that they exact will satisfy
how individuals make decision to send their valuable resources (time, money, effort) on
consumption related term.

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1.1 Origin of the Report

The repot has been prepared as study on “Factor affecting pricing bike in Bangladesh” as a part
of the course requirement. The report was prepared under the supervision of our honorable
lecturer “Mouri Mehetaj”, Department of International Business, University of Dhaka. It has
been declared to submit the report by 7th April. Our group Patriots has made it successfully by
this time with all the need materials.

1.2 Statement of the problems

We want to find out the main factor which influence towards the buying decision of motor bike,
choice of brand, budget limitation, mobility convince, parking problems and maintenance at low
cost.

1.2 Purpose of the Report

Report is one of the prime parts of every project. The very basic part of every report is to gain on
the theoretical background of the research problem. It helps the researcher to gain strong
theoretical basis of the problem under study and also help to explore whether any one has done
on the related issue. That’s report help to find out the path of problem solving. In this regard the
very basic purpose of the report in this dissertation is same as mentioned.

1.3 Objectives of Study

 To describe the bike industry in Bangladesh.

 To know consumer behavior for purchase of two wheeler bike.
 The group influence regarding bike choice.
 To find the situation influence that effects the bike buyers.
 To identify the consumer’s preference of the bike production in Bangladesh.
 To identify the evaluative criteria that the consumer prefers for buying bike.

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 To provide the suggestion to improve the existing situation of bike industry in
Bangladesh.

1.4 Scope of Study

The study helps in having an awareness of customer satisfaction towards motorbike usage. As
the vehicle had a good convenient transportation in Bangladesh, this will help to know that how
motorcycle increase their grip in vehicle industry. It also helps us to increase our practical
knowledge towards marketing of a motorbike. We have used some criteria of purchasing a bike
such as price, model, color, status and so on.

1.4 Limitations of the Study

 When the buyers are busy we can’t get accurate data from them.
 According to the time limit of our project we can cover only some area.
 During survey some respondents may not give answer in a proper manner.
 The report is only related with male people in Bangladesh.
 We made this report on only five criteria.
 We made the graph and chart based on limited information.
 In this study it is not possible to collect the opinion of all customers owing to personal
constraints. So the assumptions drawn of the basis of information given by the respondents.
 It is also impossible to collect all information that secret in deeper mind of a buyer. Because a
buyer may be unwilling to give some information related to buying a motorbike.

1.5 Historical Background of the Study

The first internal combustion, petroleum fueled motorcycle was the Daimler Reitwagen. It was
designed and built by the German inventors Gottlieb Daimler and Wilhelm Maybach in Bad
Cannstatt, Germany in 1885. This vehicle was unlike either the safety bicycles or the boneshaker
bicycles of the era in that it had zero degrees of steering axis angle and no fork offset, and thus
did not use the principles of bicycle and motorcycle dynamics developed nearly 70 years earlier.
Instead, it relied on two outrigger wheels to remain upright while turning.

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The inventors called their invention the Reitwagen ("riding car"). It was designed as an expedient
testbed for their new engine, rather than a true prototype vehicle.
The first commercial design for a self-propelled cycle was a three-wheel design called the Butler
Petrol Cycle, conceived of Edward Butler in England in 1884. He exhibited his plans for the
vehicle at the Stanley Cycle Show in London in 1884. The vehicle was built by the
Merryweather Fire Engine company in Greenwich, in 1888.
The Butler Petrol Cycle was a three-wheeled vehicle, with the rear wheel directly driven by a
5/8hp (466W) 600 cc (40 in3; 2¼×5-inch {57×127-mm}) flat twin four stroke engine (with
magneto ignition replaced by coil and battery) equipped with rotary valves and a float-fed
carburetor (five years before Maybach) and Ackermann steering, all of which were state of the
art at the time. Starting was by compressed air. The engine was liquid-cooled, with a radiator
over the rear driving wheel. Speed was controlled by means of a throttle valve lever. No braking
system was fitted; the vehicle was stopped by raising and lowering the rear driving wheel using a
foot-operated lever; the weight of the machine was then borne by two small castor wheels. The
driver was seated between the front wheels. It wasn't, however, a success, as Butler failed to find
sufficient financial backing.
Many authorities have excluded steam powered, electric motorcycles or diesel-powered two-
wheelers from the definition of a 'motorcycle', and credit the Daimler Reitwagen as the world's
first motorcycle. Given the rapid rise in use of electric motorcycles worldwide, defining only
internal-combustion powered two-wheelers as 'motorcycles' is increasingly problematic.
If a two-wheeled vehicle with steam propulsion is considered a motorcycle, then the first
motorcycles built seem to be the French Michaux-Perreaux steam velocipede which patent
application was filled in December 1868, constructed around the same time as the American
Roper steam velocipede, built by Sylvester H. Roper Roxbury, Massachusetts. who demonstrated
his machine at fairs and circuses in the eastern U.S. in 1867, Roper built about 10 steam cars and
cycles from the 1860s until his death in 1896.

1.6 Methodology

We have used effective data to make our report. We have collected this data from various
sources like internet, public survey, daily news and so on. The research has done through survey
method. The sample size taken for this research is 55 customers those who are having motor
bikes. The area of this survey consists of the campus of University of Dhaka and other places
near the campus. The collection of data will be done with the help of focus group interview. The
designing of questionnaire needs precision and classification respondents can easily understand
the question and can answer it sincerely and correctly.

13
1.7 Report Preview

Firstly, the report consists of three major part. Such as-

1. Prefatory parts
2. The report proper
3. Appended parts
After that, the report includes a theoretical part and after that analysis of collected data part.
Finally, we added to the report findings and conclusion so that reader can understand easily what
he or she get from the study.

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 CHAPTER 2
THEORETICAL REVIEW

Figure 2: Motorbike

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2.0 GENERAL INRODUCTION TO THE STUDY

Motorbike industry is one of the highly potential and emerging industries in the automobile
sector of Bangladeshi market. Being the emerging in product and process technologies in the
manufacturing sector.
It has been recognized as one of the drivers of economic growth. During the last few decades,
well-directed efforts have been made to provide a new look to the automobile policy for realizing
the sector's full potential for the economy.

The liberalization policies have led to continuous increase in competition which has ultimately
resulted in modernization in line with the global standards as well as in substantial cut in prices.
Aggressive marketing by the auto finance companies have also played a significant role in
boosting automobile demand, especially from the population in the middle income group.
Presently many international brands like Honda, Suzuki, etc. are competing with Indian brands
such as Bajaj, Enfield etc. to capture Indian markets.
These aggressive marketing strategies have resulted in making the consumer the major key for
success in the industry. Each product offering is now designed to meet and exceed the
expectations of the consumer.
 But understanding consumer behavior and knowing consumers is never simple. And it is more
difficult that to understand what a consumer perceives about the product.
Customers may say one thing but do another. They may not be in touch with their deeper
motivations. They may respond to influences that change their minds at the last moment. 

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2.1 THEORITICAL BACKGROUND OF STUDY

Market
The term market may be considered as a convenient meeting place where buyers and sellers
gather together for the exchange of goods and services. Market means a group of people having
unmet wants, purchasing power to make their demand effective and the will to spend their
income to fulfill those wants. Today a market is equated with the total demand. The American
marketing association defines a market, ‘as the aggregate demand of potential buyers for a
product or service’. Under keen competition, a marketer wants to create or capture and retain the
market i.e. customer demand through an appropriate marketing mix offered to a target market.
The market offering i.e. supply must meet customer demand, which are unmet needs and desires

Marketing
Marketing is a comprehensive term and it includes all resources and set of activities necessary to
direct and facilitate the flow of goods and services form the producer to the consumer through
the process of distribution. Businessmen regards marketing as a management function to plan
promote and deliver products to the clients or customers. Human efforts, finance and
management constitute the primary resources in marketing. We have twin activities, which are
most significant in marketing:
1. Matching the product with demand i.e. customer needs and desires or the target market.
2. The transfer of ownership and possession at every stage in the flow of goods from the primary
producer to the ultimate consumer.
The American marketing association defines marketing as the process of planning and executing
the conception, pricing, promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual and organizational objectives.

Marketing Management
Marketing management represents an important functional area of business management efforts
for the flow of goods and services from the producer to the consumers. It looks after the
marketing system of the enterprise. It has to plan and develop the product on the basis of known
customer demand. Marketing management may be defined as, ‘a process of management of
marketing programs for accomplishing organizational goals and objectives’. Marketing
management has to build up appropriate marketing plan or marketing mix to fulfill the set goals
of the business. It has to formulate sound marketing policies and programs. It looks after their
implementation and control. It has to implement marketing strategies, programs and campaigns.
It must evaluate the effectiveness of each part of marketing mix and introduce necessary
modifications to remove discrepancies in the actual execution of plans, policies, strategies,
procedures and programs.

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Marketing Mix
Marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the
target market. There are four elements or variables that make a marketing mix, they are:
1. Decisions on product or service.
2.Decisions on promotion
3.Decisions on price
4.Decisions on distribution.
The four ingredients are closely interrelated. Under the systems approach the decision in one
area affects action in the other. Marketing mix decisions constitute a large part of marketing
management.
According to Philip Kotler the term marketing mix is, ‘the set of controllable variables that the
firm can use to influence the buyer’s response’. In the simplest manner, the basic marketing mix
is the blending of four inputs or sub mixes, which form the core of the marketing system.
Product mix decision refers to decisions on product variety, quality, design, features, brand
image, packaging, sizes, services, warranties and returns.
Place mix decision refers to decisions on the channels, coverage, assortments, locations,
inventory and transport of the market offering.
Promotion mix decisions refer to decisions on the products advertising, sales promotion,
salesforce, public relations and direct marketing. Together they form the four P’s of marketing.

Marketing Planning
A marketing plan lies down in writing the marketing objectives, programs and policies to be
adopted to achieve the set marketing objectives. Even before an integrated marketing plan is
prepared the company shall prepare functional plan for each component of marketing mix. To
have a sound marketing plan, every operation is to be examined and the problems are to be
identified. The overall marketing plan should be linked to the distribution channel of the
company to have effective marketing operations.
The marketing planning covers the preparation of functional plans, integration of this plan and
the preparation of master marketing plan to serve the objective of the organization. Marketing
planning is bound to get a better hold of environmental factor.

Marketing Research
Marketing research is the systematic gathering, recording and analyzing of the data about
problems connected to the marketing of goods and services i.e. problems relating to product,
price, promotion and distribution of the 4p’s of the marketing mix.
Marketing research is concerned with all those factors, which have a direct impact upon the
marketing of products and services. Marketing research has grown along with the expanded role
of marketing as the focus for the business decision-making.

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Need of marketing research
Marketing research is conducted for different purposes. They are:
1.To estimate the potential market for a new product.
2.To know the reactions of consumers to a product already existing in the market.
3.To find out the general marketing condition and tendencies.
4.To know the types of consumer buying and their buying motives.
5.To know the reactions of failure of a product already in the market
6. To assess the strength and weakness of competitors.

Consumer
A person who purchase or has the capacity to purchase the goods of service often for sale bythe
marketing firm in order to satisfy personal need and desires.

Perception
Perception is the sensing of stimuli external to the individual organism the act or process of
comprehending the world in which the individual exists. Perception has been defined by social
psychologists as the “Complex process” by which people select organize and interpret sensory
stimulation in to a meaningful and coherent picture of the work.

Attitude
Social psychologist defined attitude as an emotionalized predisposition to respond positively or
negatively to an object. Predisposition can be thought of as categories of meaning stored in the
memory of a person and are based on previous experience. Predisposing the person to have in
specific manner towards a certain object in the environment.

Brand
A brand is a name, term, symbol, design or a combination of them which is intended to identify
the goods or services of one seller or group of sellers and to differentiate them from those of
competitors.

Consumer Behavior
The term consumer behavior can be defined, as, ‘the behavior that the consumer displays in
searching for, purchasing, using and evaluating products, services and ideas, which they expect,
will satisfy their needs’. The study of consumer behavior enables marketers to understand and
predict consumer behavior in the market place; it also promotes understanding of the role that
consumption plays in the lives of individuals. Consumer behavior refers to all psychological

19
social and physical behavior of potential consumers as they become aware of, evaluate, purchase
and consume and tell others about products and services. It is the pattern of response of buyers to
marketing offer of a firm. It refers to the process as how consumers make their purchase
decisions. It is concerned with what, why, how much, when and from whom buyers make their
purchases of goods and services.

Model of consumer behavior

The starting point of understanding consumer behavior is the stimulus-response model.
Marketing and environmental stimuli enter the buyer’s consciousness. The buyer’s
characteristics and decision process lead certain purchase decisions. The marketers task is to
understand what happens in the buyer’s consciousness between the arrival of outside stimuli and
buyer’s purchase decisions.

7O’s of consumer behavior

 Occupants: Are the one who are the creator of the market than an industry to its vertical
growth through their marketing efforts and creative marketing strategy by generating
need in consumers’ mind.
 Objects: Can be defined as goods or services offered to the market which can be
accepted in the market and sold.
 Objectives: Why does market buy, its creating and generating need in customers’ mind
by analyzing consumer behavior and influences or the driving force to buy.
 Organizations: Is the one which participates in the market to satisfy consumers’ needs
and wants by producing goods and services.
 Operations: How does the market buy a particular goods and services that consists
marketing mix and strategies to serve the market.
 Occasions: Is one of the important factor in influencing consumer behavior as there are
some products which are bought occasionally.
 Outlets: Where the consumer buys from is one of the driving force in consumer behavior
as consumer will prefer to purchase goods from places nearby and some special goods
from special locations.

Major Factors Influencing Consumer Behavior

Consumers buying behavior is influenced by cultural, social, personal and psychological factors.

Cultural Factors
Cultural factors exert the broadest and deepest influence on consumer behavior. The roles played
by the buyers’ culture, subculture and social class are particularly important.

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○ Culture
Culture refers to that complex whole which includes in it knowledge, beliefs, art or anything man
acquires as a member of society.

○ Subculture
Each culture consists of smaller subcultures that provide more specific identification and
socialization for their members. Sub cultures include nationalities, religions, racial groups and
geographic regions.

○ Social Class
Virtually all-human societies exhibit social stratification. Stratification sometimes takes the form
of a caste system where the members of different castes are reared for certain roles and cannot
change their caste membership more frequently; stratification takes the form of social class.

Social Factors
○ Reference Groups
A person’s reference groups consist of all the groups that have a direct or indirect influence on
the person’s attitudes or behavior.

○ Family
The family is the most important consumer buying organization in the society and it constitutes
the most influential primary reference group.

○ Roles and statuses

A person participates in many groups, family, clubs, organizations etc. The person’s position in
each group can be defined in terms of role and status. A role consists of the activities that a
person is expected to perform. Each role carries a status.

Personal Factors
○ Age and stage in the life cycle
People buy different goods and services over their lifetime. Taste in clothes, furniture and
recreation is all age related. Consumption is shaped by the family life cycle. Marketers often
choose life-cycle groups as their target market.
○ Occupation and economic circumstances

21
Occupation also influences a person’s consumption pattern. Product choice is greatly affected by
economic circumstances; spendable income, savings and assets, debts, borrowing power and
attitude toward spending versus saving.
○ Lifestyle
People from the same subculture, social class, and occupation may lead quite different lifestyles.
A lifestyle is the person’s pattern of living in the world expressed in activities, interests and
opinions. Lifestyle portrays the world person interacting with his or her environment.
○ Personality and self-concept
Each person has a distinct personality that influences buying behavior. It is that distinguishing
psychological characteristics that lead to relatively consistent and enduring responses to
environment. Related to personality is self-concept or self-image. Marketers try to develop brand
images that match target markets self-image.

Psychological Factors
○ Motivation
A person has many needs at a given time. A need becomes a motive when it is aroused to a
sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to
act.
○ Perception
Perception is the process by which an individual select, organizes and interprets information
inputs to create a meaningful picture of the world. How a, motivated person actually acts is
influenced by his or her perceptions of the situation.
○ Learning
When people act they learn. Learning involves changes in an individual’s behavior arising from
experience. Learning theory teaches marketers that they can build up demand for a product by
associating it with strong drives, using motivating cues and positive reinforcement.
○ Beliefs and attitudes
Through doing and learning, people acquire beliefs and attitudes. These in turn influence buying
behavior. A belief is a descriptive thought that a person holds about something. The beliefs make
up product and brand images and people act on these images. An attitude is a person enduring
favorable or unfavorable evaluations, emotion feeling sand action tendencies toward some object
or idea. Thus a company would be well advised to fit product into existing attitudes rather than
try and change people’s attitudes.

22
 CHAPTER 3
ANALYSIS OF DATA COLLECTED

Figure 3: Motorbike

23
3.0 BRAND

A brand is a name, term, design, symbol or other feature that distinguishes an organization or
product from its rivals in the eyes of the customer. There are some popular motorbike brands like
Kawasaki Ninja, KTM Duke, Yamaha, Pulsar, Bajaj etc. Based on a public survey, we can say
that people in Bangladesh have different facts of priority about brand which they consider at the
time of buying motorbikes.

Figure 4: graph 1

The above mentioned graph shows us how much brand is important for the consumers for
purchasing a motorbike. There are three categories of age. They are 20-30, 31-40 and 41-50
ages.18% of 20-30 aged and 9% of 31-40 aged and 14% of 41-50 aged people have strongly
agreed that brand is very much important for purchasing a motorbike. 2% of 20-30 aged people,
7% of 31-40 and 4% of 41-50 aged people have just agreed with the statement. 5% of 31-40
aged, 2% of 41-50 aged people are in a neutral statement 20-30 have no vote for the statement.
Only 1% of 31-40 aged people have disagreed with brand as important while purchasing a
motorbike. But there has no vote strongly disagreed with the brand priority while purchasing a
motorbike.

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3.1 PRICE

The amount of money expected, required or given in payment for something is generally called
price. Normally the price of a motorbikes starts from minimum TK. 120000 only in Bangladesh.
People’s consider the prices differently for their different perceptions.

PRICE
16.00%

14.00%

12.00%

10.00%

8.00%

6.00%

4.00%

2.00%

0.00%
Strongly Agree Agree Neutral Disagree Strongly Disagree

20-30 31-40 41-50

Figure 5: graph 2

The above mentioned graph shows us how much price is important for the consumers for
purchasing a motorbike. There are three categories of age range. They are 20-30, 31-40 and 41-
50 age. 10% of 20-30 aged, 16% of 31-40 aged and 2% of 41-50 aged people have strongly
agreed that price is very much important for purchasing a motorbike. 7% of 20-30 aged people,
5% of 31-40 aged people and 3% of 41-50 aged people have agreed with the term. 2% of 20-30
aged, 2% of 31-40 aged and 2% of 41-50 aged people are in neutral statement. 2% of 20-30 aged
people, 2% of 31-40 aged people and 3% of 41-50 aged people have disagreed with price as
important while purchasing a motorbike. But there is no strongly disagree on price limitations
when people of mentioned three age are purchasing motorbikes.

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3.2 FEATURES

A feature is a distinctive characteristic of a good or service that sets it apart from similar items.
Customers, however, want a benefit and do not care much about the features which are touted by
every supplier as unique or superior. A motorbike has different kinds of features to attract
different aged customers. Such as style, color, engine size, seat height, weight etc.

Engine Size
Motorbike engine size is (almost always) measured in cubic centimeters (CCs). This refers to the
volume inside the part of the engine where the air and fuel mix to create the explosion that
powers the bike forward. More CCs does not necessarily mean one bike is faster than another
with a “smaller displacement” (fewer CCs) engine. A well-tuned, precisely engineered motor
will outgun a more casual set-up every time. For instance, a sport bike like the Kawasaki Ninja
650 — which has a 650cc engine — can blow the wheels off a 750cc cruiser, thanks to more
precise tuning and less weight.

Note: The approximate engine size is most often part of the name of the bike, so nearly anytime
you recognize a number in the name, it probably refers to the bike’s engine size — though not
always.

Seat Height
Seat height is quite important, whether you’re a beginner or not. As mentioned, both feet should
touch the ground when sitting at a stop on your bike. Conversely, if you’re tall, a bike with a low
seat height is going to be uncomfortable, and may make you look a bit silly. To gauge what seat
height range is best for you, measure the inseam of your leg, from the bottom of your foot to
your groin. Any bike with a seat that’s taller than your inseam is probably too tall.

An even better tactic is to go to a dealership and try out several bikes to see which one feels solid
while sitting. Once you find one that works well, ask what its seat height is and look for bikes in
that range.

Weight
The weight of a bike matters for a number of reasons. Heavier bikes are better for highway riding
(the first time a semi passes you going 75 mph, you’ll understand what we mean), but they can
be more difficult to maneuver.
Also, if you drop your bike — which will happen — or if it gets knocked over when parked, you
need to be able to get it upright without the help of someone else. With that in mind, make sure
to take your strength into consideration before opting for a big, heavy machine. With the right
technique, however, even a tiny person can get a behemoth Harley upright.

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 FEATURES
14.00%

12.00%

10.00%

8.00%

6.00%

4.00%

2.00%

0.00%
Strongly Agree Agree Neutral Disagree Strongly
Disagree
20-30 31-40 41-50

Figure 6: graph 3

The above mentioned graph shows us how much a motorbike’s features are important for the
consumers for purchasing a motorbike. There are three categories of age range. They are 20-30,
31-40 and 41-50 age. 10% of 20-30 aged, 14% of 31-40 aged and 5% of 41-50 aged people have
strongly agreed that features are very important to them for purchasing a motorbike. 9% of 20-30
aged, 12% of 3-40 aged and 3% of 41-50 aged people have agreed with the term. 1% of 20-30
aged, 1% of 31-40 aged and 2% of 41-50 aged people are in neutral statement. But there is no
disagree or strongly disagree about motorbike features when they purchase it.

27
3.3 MILEAGE FACILITIY

Generally, bike mileage refers to the fuel efficiency of the bike. i.e.; how many km does it run on
one liter of petrol.
One of the best methods to find out the fuel efficiency of a bike is:
1.Note the odometer reading of the bike when fuel drops to reserve level. Usually you need to
turn the fuel valve from 'On' to 'Reserve'. Reading A.
2.Run the bike for a few km, say, 10 km.
3.Fill fuel by volume- say, 2 liters. Turn the fuel valve back to 'On'.
4.Note the odometer reading when the fuel drops to reserve level next time. Reading B.
5.Calculate the distance run which is Reading B- Reading A.
6.Mileage = (Reading B-Reading A)/No. of liters of petrol filled.

MILEAGE
16.00%

14.00%

12.00%

10.00%

8.00%

6.00%

4.00%

2.00%

0.00%
Strongly Agree Agree Neutral Disagree Strongly Disagree

20-30 31-40 41-50

Figure 7: graph 4

The above mentioned graph shows us how much a motorbike’s mileage facility is important for
the consumers for purchasing a motorbike. There are three categories of age range. They are 20-
30, 31-40 and 41-50 age. 6% of 20-30 aged, 15% of 31-40 aged and 5% of 41-50 aged people

28
have strongly agreed that mileage facility is very important to them for purchasing a motorbike.
7% of 20-30 aged, 5% of 3-40 aged and 4% of 41-50 aged people have agreed with the term. 4%
of 20-30 aged, 2% of 31-40 aged and 1% of 41-50 aged people are in neutral statement.1% of
20-30, 3% of 31-40 and 0% of 41-50 aged people disagreed to consider the mileage facility when
they purchasing motorbike. 1% of 20-30 aged and 0% of both 31-40 and 41-50 aged people
strongly disagreed with the statement.

3.4 PEER INFLUENCE

According to Schiffman and Kanuk (2007), the values and attitudes of a group that an individual
treat as a benchmark to his or her current behavior is consider reference group. (Schiffman and
Kanuk, 2007). Based on Bristol and Manglegurg (2005), reference group can be anyone who has
direct interaction with an individual with values, attitude, and norms provided such as parents,
co-workers and peers. Moreover, peer influence is defined as the degree which peers exert
influence on the thoughts, attitudes and action of an individual. (Bristol and Mangleburg, 2005).

According to Bearden and Etzel (1982), there are three different type of social influence which is
informational, utilitarian influence and value expressive. Informational influence is considered
an individual improve his or her knowledge on the environment or the ability to suit with the
environment. Additionally, Manglegurg (2004) explained informational influence includes
observing how others perform or actively searching information from an expertise. If an
individual receives the information and treat it as a fact in reality then he or her are more likely
to make same decision as others (Manglegurg et al., 2004). Utilitarian influence is explained as
an individual try to meet the expectation of others in order to receive prize or to prevent from
punishment. Value expressive influence will influence a person when he or she wants to
strengthen his or her ego (Bearden and Etzel 1982).

Mourali, Laroche and Pons (2005) found that individualistic orientation has a negative
relationship with the utilitarian and value expressive influence, but it does not have significant
relationship with information influence. Suggested by psychological and consumer behavior
literature, the relationship between self-esteem and affection to interpersonal influence is
negative correlation (Mourali, Laroche and Pons, 2005).

According to Bearden and Etzel (1982), the degree of peer influence is varying on affect
purchase decision of different products. His study was concerned with two dimensions. First is
the degree of influence on luxury versus a necessity and the second dimension is concerned with
the degree of influence on publicly or privately used product. Publicly luxuries products are not
own by everyone and it is normally more apparently. These kinds of products are exclusive and

29
tend to be more easily influence by peer group. On the other hand, privately necessity products
are not exclusive and unable to be observing by public when it is used. This category of products
is socially irrelevant and everyone can easily own the products, thus it is less likely to be impact
by peer’s influence. The studies found out peer influence play an important role on publicly
consumed luxuries than privately consumed necessities and privately consumed luxuries also
attracted more peer influence than privately consumed necessities (Bearden and Etzel, 1982).

PEER INFLUENCE
9.00%

8.00%

7.00%

6.00%

5.00%

4.00%

3.00%

2.00%

1.00%

0.00%
Strongly Agree Agree Neutral Disagree Strongly Disagree

20-30 31-40 41-50

Figure 8: graph 5

The above mentioned graph shows us peer influence is how much important for the consumers
for purchasing a motorbike. There are three categories of age range. They are 20-30, 31-40 and
41-50 age. 5% of 20-30 aged, 5% of 31-40 aged and 1% of 41-50 aged people have strongly
agreed that peer influence is very important to them for purchasing a motorbike. 5% of 20-30
aged, 9% of 3-40 aged and 1% of 41-50 aged people have agreed with the term. 0% of 20-30
aged, 9% of 31-40 aged and 1% of 41-50 aged people are in neutral statement.4% of 20-30, 5%
of 31-40 and 2% of 41-50 aged people disagreed to consider the peer influence when they
purchasing motorbike. 4% of 20-30 aged, 0% of 31-40 aged and 3% aged people strongly
disagreed with the statement.

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 CHAPTER 4
FINDINGS AND CONCLUSION

Figure 9: Motorbike

31
4.0 FINDINGS

The old prophecy that once a customer is a customer has become a myth in the present days’
competitive world. Brand image is still a magic with the consumer. So to hold the customer to
the brand and attract new consumers the companies must produce products those are efficient
and competent along with its marketing activities that help in sales of the product.
After analyzing the response of the consumers interviewing through focus group and
observation the following were found in the study.

• Now a day the main customers are youngsters between 25-35 years of age.
• Customers using motorbikes have almost monthly income between 10,000 and20,000.
• Bikers are influenced to make acquiring decision from friends and relatives. Also an
advertisement plays a vital role in influencing the consumers.
• The greater part is that the customers have complete knowledge about motorbike before
customer buys a motorbike.
• The majority of respondent are using bikes for personal purpose as well as professional
purpose.
• Motorbikes performance is good revealed by their personal experience of using the bike.
• The motorbike customers will get satisfied about the availability of its spare parts post
purchase.
• Most of the consumers those who participated in the survey ranked Quality. Look and Power as
most attractive attribute of motorbikes.
• The performance of motorbikes is one of the influencing factors for the customers to buy a
bike.
• The customers preferred acquiring selected brands.
• The customer wants that company should provide post sale service to the motorbikes.
• The customer prefers that expert mechanics should be easily available.
• The customers prefer local mechanics for maintenance and service of their bikes as compared
to service center of motorbikes.

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4.1 CONCLUSION

From this study, we found that motorbikes are highest buying trends in auto industry of
Bangladesh because it is convenient transportation mode in our respective cities. So we can
conclude the following factor:
• Low income families prefer acquiring motorbikes.
• Mostly age group 20 to 30 years and youngsters want to purchase a bike.
• Most of the people get influenced to acquire motorbikes from getting information from friends
and relatives, and advertisement.
• We can also say that in today’s scenario information and media is playing a very important
role to motivate the customers in order to make a purchase decision, a customer gathers relevant
information about a product before he or she buys it.
• Brand consciousness seems to be a bit changed or very less changed in a bike purchase
decision.
• Looks and Style have been a major factor in influencing and motivating a customer to purchase
a bike as we can say like Yamaha launched its executive bike namely FZ150cc which made
differences in the market because its major competitor Pulsar 150cc, 180cc, 200cc, 220cc. And
Hero Honda Karizma. Are highly powerful built up engine bikes, however the look and style of
Yamaha FZ 150cc attracted youngsters and also sold heavily as a most recent bike. (cc / cubic
capacity).
• In flashback Looks and Style along with power. Bajaj Pulsar 150cc, 180cc, 200cc,220cc. As
well as Hero Honda Karizma, CBZ, and TVS Apache RTR 160cc, 180cc skimmed Bangladeshi
customers because of creative looks and ultimate power (80km within6sec) and top speed 135
KMPH (Kilometers per hour).
• As Bangladesh has not a huge motorbike industry that’s why our country’s people depends on
Indian market by importing. But day by day our motorbike industry growing up.

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 BIBLIOGRAPHY

E-Book Preferred
 Consumer Behavior (Munish Vohra)
 Consumer Behavior and Marketing Research (Suja. R. Nair)
 Research Methodology (S.L. Gupta)

Web Site Preferred

 www.google.com
 www.yahoo.com
 www.ask.com
 https://www.businessdictionary.com

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 APPENDICES

Questionnaire
Q1. Do you consider brand goodwill when you purchase a motorbike?
Q2. Do you measure the price affordability while purchasing a motorbike?
Q3. What is your preference on a motorbike’s features?
Q4. Do you prefer the mileage facility for purchasing a motorbike?
Q5. Are you influenced by different medium while purchasing a motorbike?

Initially these questionnaire was tested through personal interview with 6 of us.

35