FACTORSI

NFLUENCI
NG MOTOR
CYCLEBUYI
NGPREFERENCESAMONG
YOUTH

Submi
tt
edBy
Ama
lT.Anup
Re
g.No.130021038281

I
NPARTI
ALFULFI
LLMENTOFDEGREEI
N
PSYCHOLOGY
2013-
2016
TO
MAHATMAGANDHIUNI
VERSI
TY

Unde
rTheGui
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Dr
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enaM.Ma
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As
sis
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De
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ychol
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 UNI
ONCHRI
STI
ANCOLLEGE
DEPARTMENTOFPSYCHOLOGY

CERTI
FICATE

Ce
rti
fi
edt
hatt
hisdi
sse
rta
ti
one
nti
tl
ed“
Fac
tor
sinf
lue
nci
ngmot
orc
ycl
ebuyi
ng
p
ref
ere
nce
samongyou
th”i
sar
ecor
dwor
kdo
nebyMr
.Ama
lT.
Anup, Re
g.
No:130021038281dur
ings
ixt
hse
mes
ter
,B.
Scps
ychol
ogyc
our
sei
nthe
a
cad
emi
cye
ar201
3-2016

Dr
.Ne
eli
maRa
nji
th Dr
.Se
enaM.Ma
tha
i
He
adoft
heDe
par
tme
nt Gui
de

Submi
tt
edf
ort
hee
xami
nat
ionhe
ldon: Exa
mine
rs

………………………………………. 1.
2.

1|
 CONTENTS

Cha
pte
rI:I
ntr
oduc
tion…………………………………………. 4
1.
1:Ne
eda
nds
igni
fi
canc
eoft
hes
tudy…….
..
10
1.
2:Ai
m……………………………………………………….
. 11
1.
3:Obj
ect
ive
……………………………………………… 11
1.
4:Hypot
hes
is…………………………………………… 11

Cha
pte
rII
:Me
thod……………………………………………….
..
..
. 12
2.
1:Sa
mpl
e………………………………………………….
.. 12
2.
2:Tool
sUs
ed…………………………………………… 11
2.
3:Pr
oce
dur
e……………………………………………. 12
2.
4:Ana
lys
is…………………………………………….
..
..
.. 13

Cha
pte
rII
I:Re
sul
tandDi
scus
sion………………………….
. 14

Cha
pte
rIV:Summa
rya
ndConc
lus
ion…………………….
.. 21
4.
1:Fi
ndi
ngs
……………………………………………….21
4.
2:I
mpl
ica
tions
………………………………………… 21
4.
3:Li
mit
ati
ons
………………………………………….
..22

Re
fer
enc
es………………………………………………………………. 23

2|
 Ac
knowl
edge
ment

Iwoul
dli
ket
oexpr
essmyde
epe
stgr
ati
tudet
oDr
.Se
enaM.Ma
tha
i,f
orgui
dinga
nd
pr
ovi
dinga
llt
hehe
lpIne
ede
dthr
oughoutt
hispr
oje
ct.

It
aket
hisoppor
tuni
tyt
otha
nkDr
.Ne
eli
maRa
nji
th,He
adoft
heDe
par
tme
ntf
orhe
r
s
uppor
t.

Iwoul
dal
sol
iket
otha
nkt
hee
nti
ref
acul
tyoft
heDe
par
tme
ntofPs
ychol
ogyf
or
be
ings
oni
cet
ome
.

Mypa
rent
sha
vec
are
d,l
ove
dands
uppor
tedmef
ora
llt
hes
eye
ars
.Wor
dsc
annot
e
xpr
essmygr
ati
tudef
ort
hem.

It
hankGodf
orgi
vingmet
hes
tre
ngt
handpe
rsi
st
enc
etoc
ompl
et
ethi
sjunc
tur
e.

La
stl
y,It
hanka
llt
hepe
opl
ewhoha
vet
aughtmes
ome
thi
ngne
winmyl
if
e.

Ama
lT.Anup

3|
 Cha
pte
rI
I
ntr
oduc
tion

Apur
cha
sede
cis
ioni
sinf
lue
nce
dbyl
otsoff
act
ors
.Amongt
hemt
hemos
timpor
tant

a
reps
ychol
ogi
calf
act
ors
.Mor
ri
sandEl
iz
abe
th(
1982)ha
vei
dent
if
ieds
eve
ralpe
rsona
li
ty

f
act
orst
hati
nfl
uenc
eani
ndi
vidua
l’spur
cha
sede
cis
ions
.The
yar
e-s
ens
ati
ons
eeki
ng,

c
rea
ti
vit
y,r
eli
giouswor
ldvi
ewa
ndt
ypeAve
rsust
ypeBpe
rsona
li
ty.TheI
ndi
anmot
orc
ycl
e

s
egme
ntwa
sthef
ast
estgr
owi
ngs
egme
nti
ntheI
ndi
ana
utomobi
lei
ndus
try.I
ndi
aist
he

s
econdl
arge
stus
era
ndt
hir
dla
rge
stma
nuf
act
ure
roft
wo-
whe
ele
rsi
nthewor
ld.Ac
cor
dingt
o

t
hef
indi
ngsofAut
obe
iCons
ult
ingGr
oup,t
heI
ndi
anmi
d-s
izemot
orc
ycl
is
tsf
alli
nthea
ge

gr
oup23-
30ye
arsofa
ge.Thi
sist
hea
gegr
oupwhi
chpr
efe
rsmot
orc
ycl
est
hemos
t.Ta
king

i
ntoc
ons
ide
rat
iont
hef
oll
owi
ngf
act
s,i
tbe
come
simpor
tantt
ounde
rst
andt
heps
ychol
ogi
cal

f
act
orst
hati
nfl
uenc
esmot
orc
ycl
ebuy
ingpr
efe
renc
esa
mongyout
h.Thi
swoul
dbebe
nef
ici
al

i
npr
oduc
tde
signa
ndma
rke
ti
ngofmot
orc
ycl
esi
nIndi
a.

Se
nsa
ti
ons
eeki
ngi
sat
rai
tofi
ndi
vidua
lst
ose
arc
hforuni
que
,adve
ntur
ous

e
xpe
rie
ncea
ndi
ndul
gei
nri
skybe
havi
our
s.Cons
ide
ringt
heyout
hpopul
at
ion,s
ens
ati
on

s
eeki
ngi
sas
sume
dtobea
nimpor
tan
tfa
ctort
hatma
yaf
fec
tthe
irbuyi
ngde
cis
ionbe
caus
e

t
hisi
sana
gegr
oupwhi
chwoul
dli
ket
oexpl
orene
wexpe
rie
nce
s,t
ryoutne
wthi
ngs
,indul
ge

i
nri
skya
ctse
tc.Se
lf-
est
eemr
efl
ect
sape
rson'
sove
ral
lsubj
ect
ivee
mot
iona
leva
lua
ti
onofhi
s

orhe
rownwor
th.I
tisaj
udgme
ntofone
sel
faswe
lla
sana
tt
it
udet
owa
rdt
hes
elf
.An

i
ndi
vidua
lpur
cha
sesgoodsf
orc
ons
umpt
iona
swe
lla
sforps
ychol
ogi
cals
ati
sfa
cti
on.

Mot
orc
ycl
epur
cha
sei
sal
soa
ssume
dtoa
ddt
oone
’ss
elf
-es
tee
m.Pe
eri
nfl
uenc
eisc
ons
ide
red

t
obeama
jorf
act
ort
hati
nfl
uenc
esde
cis
ionma
kinga
mongyout
h(La
cha
nce
,2003)
.As
tudy

i
nvol
vingt
heyout
hpopul
at
ionofne
wmot
orc
ycl
ebuye
rsus
ingt
het
hre
eps
ychol
ogi
cal

f
act
orsc
anbee
ffe
cti
vei
nunde
rst
andi
ngs
omeps
ycho
logi
calf
act
orst
hati
nfl
uenc
es

mot
orc
ycl
epur
cha
sede
cis
ionsa
mongyout
h.

4|
 Enf
iel
dCyc
leCompa
nyi
saBr
it
is
hmot
orc
ycl
ema
nuf
act
uri
ngc
ompa
nyf
ounde
din

t
heye
ar1893.I
tist
heol
des
tmot
orc
ycl
ebr
andi
nthewor
ld.I
tma
nuf
act
ure
dmot
orc
ycl
es

unde
rthebr
andRoya
lEnf
iel
d.Themot
herc
ompa
nya
lsoma
nuf
act
ure
dpr
oduc
tsl
ikel
awn

move
rsa
ndbi
cyc
les
.Thef
ir
stmot
orc
ycl
eofRoya
lEnf
iel
dwa
sla
unc
hedi
ntheye
ar1901.

TheRoya
lEnf
iel
dmot
orc
ycl
esga
ine
dpopul
ari
tydur
ingt
hepe
riodsoft
hef
ir
sta
nds
econd

Wor
ldWa
rs.The350c
cmo
delofRoya
lEnf
iel
d,l
aunc
hedi
n1948wa
save
rypopul
ars
ell
er.

Thi
swa
sfo
llowe
dbyt
he500c
cmode
l.(
Gor
donMa
y,1970)

Roya
lEnf
iel
dwa
sla
unc
hedi
nIndi
aint
heye
ar1949.I
tpa
rtne
redwi
thMa
dra
s

Mot
orst
oca
rryouti
tspr
oduc
ti
oni
nIndi
a.TheRoya
lEnf
iel
dBul
le
tga
ine
dmome
ntumi
n

t
hec
ount
rya
fte
rtheI
ndi
anGove
rnme
ntor
der
ed800uni
tsofi
t’
s350c
cmode
lsf
ort
hePol
ic
e

f
orc
eandt
heAr
my.I
nit
ia
ll
y,a
llt
hepa
rtsr
equi
redf
ort
hemot
orc
ycl
ewe
rei
mpor
tedf
romt
he

UKa
nda
sse
mbl
edi
nMa
dra
s.Byt
heye
ar1962,a
llt
hec
ompone
ntsofBul
le
twe
re

ma
nuf
act
ure
dinI
ndi
a.Bul
le
tst
il
lus
ese
ngi
ness
imi
la
rtot
he1961mode
l.

I
n1990,Roya
lEnf
iel
dcol
la
bor
ate
dwi
thEi
che
rMot
ors
,anI
ndi
ana
utomot
ive

c
ompa
nyt
hatpr
oduc
est
ruc
ks,t
rac
tor
sandot
herc
omme
rci
alve
hic
les
.Ei
che
rMot
orst
ook

ove
rRoya
lEnf
iel
dint
heye
ar1994.

TheI
ndi
anmot
orc
ycl
ema
rke
tst
art
edc
hangi
ngwi
tht
hei
ntr
oduc
ti
onofs
eve
ral

c
hea
per
,li
ght
-we
ightJ
apa
nes
emot
orc
ycl
es.Thes
ale
sofBul
le
tmot
orc
ycl
esdr
oppe
d.I
twa
s

at
imewhe
ntheJ
apa
nes
emot
orc
ycl
est
ookal
arge
rro
lei
ntheI
ndi
anr
oads
.Thi
str
end

c
ont
inue
dforye
ars
.Br
andsl
ikeYa
maha
,Suz
uki
,Ka
was
aki
,Hondaa
ndI
ndi
anbr
andsl
ike

TVS,He
roa
ndBa
jaj
,whoi
nit
ia
ll
yco
lla
bor
ate
dwi
thJ
apa
nes
ecount
erpa
rtsa
ndl
at
eron

move
dont
oma
nuf
act
urebi
kesi
nde
pende
ntl
y.Lowe
rma
int
ena
nce
,gr
eat
ermi
le
agea
nd

l
ess
erwe
ightga
vet
hes
ebr
andsa
nup
perha
ndove
rBul
le
t.Af
ters
eve
ralye
arsofdul
lma
rke
t,

t
her
eha
sbe
enapos
it
ivet
rendi
nthes
ale
sofRoya
lEnf
iel
dBul
le
tsi
nthepa
stf
ewye
ars
.

Af
ter2010
,the
reha
sbe
enas
udde
nups
urgei
nthes
ale
sofBul
le
tMot
orc
ycl
es.I
n2014,i
t

5|
a
chi
eve
dawhoppi
ng70%i
ncr
eas
eint
het
ota
lsa
les
.Eve
nwhe
nthemot
orc
ycl
eha
snot

unde
rgonea
nyma
jorc
hang
esi
nit
ssha
peore
ngi
ne,ori
tha
sinve
ste
dinTVorMa
gaz
ine

c
omme
rci
al
s,Bul
le
tha
snowr
ega
ine
dit
spos
it
ioni
ntheI
ndi
anmot
orc
ycl
ema
rke
tandha
s

be
comeoneo
fthemos
tpopul
armot
orc
ycl
ebr
ands
.

I
n2005-
06t
hec
ompa
nys
old30,
777uni
tsofbul
le
t.I
nthes
ucc
ess
iveye
ars
,thes
ale
s

a
rea
sfol
lows
:In2006-
07(
32,
612)
,2007-
08(
38,
528)
,2009(
51,
955)
,2010(
52,
576)
,

2011(
74,
626)
,2012(
1,13,
432)
,2013(
1,78,
121)a
ndi
n2014(
3,02,
592)
.(Ei
che
rMot
ors
,2014)

TheRoya
lEnf
iel
dmot
orc
ycl
esa
renowdomi
nat
ingt
heI
ndi
anr
oadswi
thi
tsdi
st
inc
ti
ve

l
oudne
ssa
nda
nti
quel
ooks
.Thei
ncr
eas
ese
eni
nthes
ale
sofBul
le
tindi
cat
est
hati
tis

be
comi
ngat
renda
mongt
hepe
opl
einI
ndi
a.Eve
nint
hepr
ese
nceofne
wbi
keswhi
cha
re

mor
ete
chnol
ogi
cal
lya
dva
nce
d,ne
winde
signa
ndbe
tt
eri
npr
ici
ng,whydope
opl
echoos
e

bul
le
tove
rot
her
s?Theque
sti
onbe
come
smor
ere
leva
ntwhe
nwes
eet
hatBul
le
tha
snot

unde
rgonea
nyc
hange
sini
tsde
signs
inc
e2006.Anot
heri
nte
res
ti
ngf
actt
obenot
edwa
stha
t

bi
kess
imi
la
rtot
hel
ooksofBul
le
tli
keBa
jajAve
nge
r,whi
chne
verpe
rfor
medwe
lli
nsa
lesi
s

nows
eenmor
eonI
ndi
anr
oads
.Thede
mandf
ors
uchbi
kesi
ntheus
edbi
kema
rke
tar
eal
so

i
ncr
eas
ing,gi
vingt
hembe
tt
err
esa
leva
lue
.Wha
tot
herf
act
orsc
oul
dha
vei
nfl
uenc
edt
his

s
udde
ncha
ngeoft
rendi
nIndi
anmot
orc
ycl
eindus
try
?

Thes
tudyofc
ons
ume
rbe
havi
oure
labor
ate
sashowpe
opl
econs
truc
tthe
irbuyi
ng

pr
efe
renc
est
out
il
iz
ethe
irr
esour
cesl
iket
ime
,mone
y,e
ffor
tonc
ons
umpt
ion-
rel
at
edt
hings

(
Schi
ff
mana
ndKa
nuk,1997)
.Cons
ume
rbe
havi
ouri
sas
tudyoft
hepr
oce
ssc
onc
erne
dwhe
n

pe
opl
echoos
e,pur
cha
se,us
e,ore
li
mina
tepr
oduc
ts,s
ervi
ces
,ide
as,ore
xpe
rie
nce
stos
ati
sfy

wa
ntsa
ndne
eds
.

Thes
tudi
esbyChi
damba
rama
ndAl
fr
ed(
2007)s
ugge
ste
dtha
tthe
rea
ref
ewf
act
ors

whi
chhe
lpsi
naf
fec
ti
ngpr
efe
renc
esofc
ust
ome
rs.Thes
tudyunve
il
edt
hei
mpor
tantf
act
ors

whi
chi
nfl
uenc
epr
efe
renc
esa
sfue
lef
fi
ci
enc
y,br
andna
me,goodqua
li
ty,r
eas
ona
ble
,

6|
dur
abi
li
ty.

Thes
tudi
esbyCl
eme
ntSudha
kara
ndVe
nka
tapa
thy(
2009)e
sta
bli
she
dthe

s
igni
fi
canc
eofpe
ergr
oupi
nthepur
cha
sebe
havi
ourofc
arpe
rta
ini
ngt
oCoi
mba
tor
eDi
st
ri
ct
.

I
tal
sor
eve
ale
dthei
mpa
ctoff
ri
endswhi
chi
sbi
gge
rfort
hepur
cha
seofs
mal
lsi
zeda
nd

mi
dsi
zedc
ars
.

Thes
tudi
esbyBa
ner
jee
,Ips
it
a(2011)
,inve
sti
gat
eda
boutCa
rAc
qui
si
ti
on&

Owne
rshi
pTr
endsi
nSur
atc
it
yofmo
tor
ize
dve
hic
leo
wni
nghous
ehol
ds.I
tconc
lude
dtha
t

hous
ehol
dinc
omei
sthepr
imef
act
oroft
henumbe
rands
izeofc
arst
hathous
ehol
dbuys
,

be
side
stha
tfa
mil
ysi
zei
spr
ove
dtobei
rr
ele
vantf
act
ora
sitwa
sfoundt
hats
mal
le
rve
hic
les

we
rep
ref
err
ede
venbyl
arge
rfa
mil
y.

Ac
cor
dingt
oSa
nge
etaGupt
a(2013)
,Fr
iends
,fa
mil
yandr
ela
ti
vesr
efe
renc
eha
sbe
en

f
oundt
oha
ves
igni
fi
cants
our
ceofi
nfor
mat
iona
ndi
nfl
uenc
ersi
nthepa
sse
nge
rca
rbuyi
ng.

Al
so,Pr
ice
-of
famongs
tthepr
omot
iona
lof
fer
sandf
uele
ffi
ci
enc
yint
hepa
sse
nge
rca
rsa
re

f
oundt
obet
hef
ore
mos
tre
asonsf
ort
hepr
efe
renc
ebyt
hec
ust
ome
rs.Thes
tudya
lso

r
einf
orc
edt
hea
ssoc
iat
ionb
etwe
ent
her
esponde
nts
’agea
ndt
hema
ini
nfl
uenc
eri
nbuyi
nga

pa
sse
nge
rca
r.Amonga
tt
ri
but
es,t
het
hre
emos
timpor
tantone
sar
efue
lef
fi
ci
enc
y,pr
icea
nd

powe
rfule
ngi
ne.Cons
ume
rsf
eltt
hati
fthepr
iceoft
hepa
sse
nge
rca
risi
gnor
ed,t
heywi
ll

pr
efe
rpr
emi
uml
eve
l,s
tyl
is
handpowe
rfulpa
sse
nge
rca
r.

As
tudybyGoe
tzkea
ndWe
inbe
rge
rfoc
use
dont
hes
oci
alne
twor
kef
fec
tsonc
ar

owne
rshi
p.Th
eypa
rti
cul
arl
ydi
st
ingui
she
ndoge
nousa
ndc
ont
ext
uale
ffe
cts
.Endoge
nous

e
ffe
ctsr
efe
rtot
hec
asewhe
reone
’sbe
havi
ori
sinf
lue
nce
dbyt
hebe
havi
orofot
her
sinone
’s

pe
ergr
oup.Cont
ext
uale
ffe
ctsr
efe
rtoc
har
act
eri
st
ic
s(noti
ncor
por
ate
sbot
hef
fec
tsont
he

mode
lsf
indst
hatt
hepe
ere
ffe
ctc
oef
fi
ci
ent(
endoge
nouse
ffe
ct)i
shi
ghl
ysi
gni
fi
cant
.Thi
s

s
ugge
stst
hatt
hepr
oba
bil
it
yofowni
ngac
ari
saf
fec
tedbyt
hebe
havi
ourofs
oci
oec
onomi
c

pe
ersa
ndphys
ica
lne
ighbo
urs
,me
ani
ngt
hatpe
opl
eha
veahi
ghe
rpr
oba
bil
it
ytogoc
ar-
les
sif

7|
t
heya
res
urr
ounde
dbyot
herhous
ehol
dswhodonoth
avec
ars
.(Ga
kere
tal
.)s
tudyt
hee
ffe
ct

ofot
her
sonape
rson’
sca
rtypec
hoi
cebyc
omput
erl
abor
ator
yexpe
rime
ntswi
thal
arge

numbe
rofs
ubj
ect
s,mos
tofwhoma
reunde
rgr
adua
tes
tude
nts
.Ther
esul
tss
howt
hatt
he

s
ubj
ect
sar
ein
flue
nce
dbyt
hede
cis
ionoft
hei
rpe
ersi
nthee
xpe
rime
nts
,le
adi
ngt
hea
uthor
s

t
oconc
ludet
hats
oci
alnor
msa
rea
mongs
tthemos
tpo
wer
fuli
nfl
uenc
esona
utoowne
rshi
p

de
cis
ions
,inc
ludi
ngwhe
the
rtobuyac
ara
ndwha
ttyp
e(hybr
idorc
onve
nti
ona
l).

Thepur
cha
sede
cis
ionc
ana
lsobeduet
oot
herps
ychol
ogi
calf
act
ors
.Owni
ngaBul
le
t

c
anbepe
rce
ive
dasame
anst
oenha
nceone
’ss
elf
-es
tee
m.Ros
enbe
rg(
1978)de
fine
sse
lf-

e
ste
ema
sape
rson'
seva
lua
ti
onofhi
sorhe
robj
ect
if
ieds
elf
,andgl
oba
lse
lf-
est
eema
sa

pe
rson'
sre
spe
ctf
orone
sel
fasawhol
e,i
ncl
udi
ngs
elf
-ac
cept
anc
e,s
elf
-r
espe
ct,a
ndf
eel
ingsof

s
elf
-wor
th.
Ros
enbe
rg'
s(1978)ha
sde
fine
dfourpr
inc
ipl
esofs
elf
-es
tee
mfor
mat
ion.The
se

pr
inc
ipl
esc
anbea
ppl
ie
dtot
hes
tudya
sitc
anhe
lpt
oide
nti
fyt
hei
nfl
uenc
eitha
son

pur
cha
sede
cis
ions
.Fi
rst
,re
fle
cte
dappr
ais
als
,impl
ie
dbyCool
ey'
s(1912)"
looki
ng-
gla
ss

s
elf
"andMe
ad'
s(1934)c
onc
eptofr
ole
-ta
king,hol
dst
hats
elf
-es
tee
misde
epl
yinf
lue
nce
dby

pe
opl
es'
per
cept
ionsofwha
tot
her
s,e
spe
cia
ll
ysi
gni
fi
cantot
her
s,t
hinkoft
hem.Se
cond,

s
oci
alc
ompa
ris
on(
Fes
ti
nge
r1954)
,hol
dst
hatpe
opl
eeva
lua
tet
hems
elve
sbyc
ompa
ring

t
hems
elve
stoot
her
s-r
efe
renc
eindi
vidua
lsorr
efe
renc
egr
oups
.Thi
rd,s
elfa
tt
ri
but
ion(
Kel
le
y

1967)hol
dst
hatpe
opl
eeva
lua
tet
hems
elve
sbyobs
ervi
ngt
hei
rownbe
havi
or.La
st,a
ccor
ding

t
othepr
inc
ipl
eofps
ychol
ogi
calc
ent
ral
it
y,s
omec
ompone
ntsoft
hes
elfa
remor
ece
ntr
alt
oa

pe
rson'
sfe
eli
ngsofs
elf
-wo
rtht
hana
reot
her
s(Thor
nbe
rry,1998)
.

Apur
cha
sede
cis
ionc
anr
efl
ectt
hei
ride
nti
ty.Ani
dent
it
yisas
etofme
ani
ngst
hat

r
epr
ese
ntt
heunde
rst
andi
ngs
,fe
eli
ngs
,ande
xpe
cta
ti
onst
hata
rea
ppl
ie
dtot
hes
elfa
san

oc
cupa
ntofas
oci
alpos
it
ion(
Bur
ke&Tul
ly1977;St
et
s&Bur
ke2000)
.The
seme
ani
ngs

s
ervea
sst
anda
rdsorr
efe
renc
ele
vel
sina
nide
nti
ty-
cont
rols
yst
em(
Bur
ke1991)
.Ac
cor
ding

t
o(Ca
ste
t.
al
,2002)
,the
rea
ref
ourma
inc
onc
ept
ualp
art
stoe
achi
dent
it
y-c
ont
rols
yst
em:t
he

8|
i
dent
it
yst
anda
rd,t
hec
ompa
rat
or,t
heout
put
,andt
hei
nput
.Ide
nti
tys
tanda
rdspr
ovi
dea
n

i
nte
rna
lre
fer
enc
efort
hei
ndi
vidua
laboutt
heme
ani
ngsa
nde
xpe
cta
ti
onst
hata
ret
obe

ma
int
ai
ned
.Input
sint
othes
yst
ema
repe
rce
pti
onsofs
elf
-r
ele
vantme
ani
ngsi
nthes
oci
al

e
nvi
ronme
nt.Thec
ompa
rat
orc
ompa
rest
hes
epe
rce
ptua
linput
swi
thme
ani
ngsc
ont
ai
nedi
n

t
hes
tanda
rd.Theout
putoft
hes
yst
emi
sme
ani
ngf
ulb
eha
viourt
hatwor
kst
oal
te
rthe

s
it
uat
ions
otha
tama
tchbe
twe
ens
elf
-r
ele
vantpe
rce
pti
onsoft
hes
it
uat
iona
ndme
ani
ngs

c
ont
ai
nedi
nthes
tanda
rdi
sma
int
ai
ned.So,pur
cha
sede
cis
ionc
anbea
nout
comeoft
he

i
dent
it
y-c
ont
rols
yst
em.

Bul
le
tisc
ons
ide
redt
obeac
rui
serbi
ke.i
e;abi
kei
nte
nde
dfora
dve
ntur
ous
,long

dr
ive
s.Ma
nymovi
esha
ves
hownBul
le
tsus
edf
ort
hes
amepur
pos
e.So,owni
ngabul
le
tma
y

a
lsobea
nindi
cat
ort
hatt
hebuye
rma
ybea
dve
ntur
ousors
ens
ati
ons
eeke
rs.Se
nsa
ti
on

s
eeki
ngi
sthet
rai
tofpe
opl
ewhogoa
fte
rnove
lt
y,c
ompl
exi
ty,a
ndi
nte
nses
ens
ati
ons
,who

l
ovee
xpe
rie
ncef
ori
tsowns
ake
,andwhoma
yta
ker
is
ksi
nthepur
sui
tofs
uche
xpe
rie
nce
.

Se
nsa
ti
ons
eeke
rsa
re"
eas
il
ybor
edwi
thouthi
ghl
eve
lsofs
ti
mul
at
ion,
"expl
ai
nsps
ychol
ogi
st

Sa
mGos
li
ng.Se
nsa
tions
eeki
ng,abi
osoc
ialdi
mens
ionofpe
rsona
li
tyc
har
act
eri
zedby‘
‘t
he

ne
edf
orva
rie
d,nove
l,a
ndc
ompl
exs
ens
ati
onsa
nde
xpe
rie
nce
sandt
hewi
ll
ingne
sst
ota
ke

phys
ica
lands
oci
alr
isksf
ort
hes
akeofs
uche
xpe
rie
nce
s’’(
Zuc
ker
man,1979a
,p.10)
,isa

pot
entpr
edi
ct
orofawi
dea
rra
yofpr
obl
embe
havi
ors(
Zuc
ker
man,1994)
.Indi
vidua
lshi
ghi
n

s
ens
ati
ons
eeki
nga
ppe
art
obedr
awnt
oac
ti
vit
ie
stha
tar
ehi
ghi
nri
sks
ucha
sse
xua
lri
sk-

t
aki
ng(
Hoyl
e,Fe
jfa
r,&Mi
ll
er,2000
),r
eckl
essdr
ivi
ng(
Hei
no,va
nde
rMol
en,&Wi
lde
,

1996)
,smoki
ng(
Zuc
ker
man,Ba
ll
,&Bl
ack,1990)
,al
coholus
e(St
acy,Ne
wcomb,&Be
ntl
er,

1993)
,andus
eofi
ll
ic
itdr
ugs(
Newc
ombMc
Gee
,1991;Zuc
ker
man,Kuhl
man,J
oir
ema
n,

Te
ta,&Kr
aft
,1993)
.Onee
xpl
ana
ti
onf
ort
hes
efi
ndi
ngsi
stha
thi
ghs
ens
ati
ons
eeke
rs

unde
res
ti
mat
ether
isksa
ssoc
iat
edwi
ths
uchbe
havi
our
s.

Thr
oughme
diaa
ndf
il
ms,Bul
le
tha
scr
eat
eda
nima
geofbol
dne
ss.Bul
le
tis

9|
c
ons
ide
reda
sas
ymbolofBol
dne
ssa
ndma
nype
opl
eas
soc
iat
eitwi
tht
hata
sa“
grownup’
s

bi
ke”
.Itc
anbea
ssume
dtha
tYoungs
ter
swhopr
efe
rsBul
le
twoul
dli
ket
oexpe
rie
ncea

f
eel
ingt
hatt
heya
regr
own
ups
.Itc
ane
venha
veapos
it
ivei
mpa
ctont
hei
rse
lf-
est
eemt
oo.

Be
ingmor
eadve
ntur
ouse
nha
nce
sthi
sima
ge.

The
ser
evi
ewss
uppor
tthehyp
othe
sist
hatpe
opl
ewhobuyRoya
lEnf
iel
dmot
orc
ycl
e

woul
dbeSe
nsa
ti
onSe
eke
rsa
ndwoul
dbehi
ghons
elf
-es
tee
m.The
irde
cis
ionswoul
dbe

a
ffe
cte
dbype
eri
nfl
uenc
etoo.

1.
1 Ne
eda
ndSi
gni
fi
canc
eoft
hes
tudy

Cons
ume
rbuyi
ngb
eha
viouri
sinf
lue
nce
dbyal
otofps
ychol
ogi
calf
act
ors
.Thi
sis

a
ppl
ic
abl
eeve
nint
hec
aseofmot
orc
ycl
ebuyi
ng.Thi
sst
udyc
anbeofhe
lpt
otheMot
orc
ycl
e

ma
nuf
act
ure
rst
oide
nti
fyagr
oupofpe
opl
ewhoa
rehi
ghl
yinf
lue
nce
dbyps
ychol
ogi
cal

f
act
orsi
nbuyi
ngde
cis
ions
.Ape
rson’
spur
cha
sede
cis
ionr
efl
ect
swha
tsor
tofape
rsont
hey

a
re.Thebul
le
tbuye
rswoul
dcont
ri
but
etoas
igni
fi
cantnumbe
rofmot
orc
ycl
eowne
rsof

I
ndi
a.Thi
sst
udya
nal
yse
sthr
eei
mpo
rta
ntdi
mens
ionsofas
ampl
eta
keni
nra
ndomf
romt
he

t
ota
l“ne
w”Bul
le
tbuye
rs.Whe
nthe
rei
sas
udde
nups
urgei
nthes
ale
sofabr
andl
ikeBul
le
t

whi
chha
snoti
nve
ste
dmuc
hamounti
nRe
sea
rcha
ndDe
vel
opme
nt,de
signoronpr
oduc
ing

a
dve
rti
seme
nts
,the
rea
reot
herf
act
orswhi
cha
ree
venmor
einf
lue
nti
alt
hant
hequa
li
tyor

t
echnol
ogyoft
hepr
oduc
t.I
dent
if
yings
uchps
ychol
ogi
calf
act
orswoul
dbeofgr
eathe
lpt
o

t
hemot
orc
ycl
ema
nuf
act
ure
rsa
sthe
yca
nspe
ndmor
eonot
hera
rea
sli
kema
rke
ti
nga
nd

a
dve
rti
seme
ntr
athe
rtha
nont
heve
hic
le.

Thi
sst
udya
lsoc
oll
ect
sinf
orma
ti
onbyi
nte
rvi
ewi
ngt
hebuye
rsi
nor
dert
oge
t

i
nfor
mat
iononot
herf
act
orst
hatl
edt
othe
irpur
cha
seofBul
le
t.Thi
sisa
lsoagr
eats
our
ceof

i
nfor
mat
ionf
ort
hea
dve
rti
ser
s,pr
omo
ter
sandma
nuf
act
ure
rss
otha
tthe
yca
nfr
amea

10|
ma
rke
ti
ngs
tra
tegyt
oinf
lue
ncet
hebuye
rsps
ychol
ogi
cal
ly.

Thes
tudy,e
vent
houghnotc
ompl
et
el
y,butt
osomee
xte
ntgi
veac
ommoni
deaa
bout

t
hepe
rsona
li
tyoft
hepe
opl
ebuyi
ngi
t.Re
sea
rche
sca
nfoc
usmor
eonot
hera
spe
ctsoft
he

pe
rsona
li
tyt
ocr
eat
eabe
tt
eri
deaa
boutt
hes
ame
.

1.
2St
ate
mentofPr
obl
em

Thea
imoft
hes
tud
yist
oana
lys
ether
ela
ti
ons
hipbe
twe
enSe
nsa
ti
onSe
eki
ng,Pe
er

pr
ess
urea
ndSe
lf-
est
eemont
hepur
cha
sede
cis
ionofBul
le
tande
xpl
oreot
herf
act
orst
hrough

di
rec
tint
ervi
ew.

1.
3Obj
ect
ive

TheObj
ect
iveoft
hes
tudyi
stode
ter
minet
hef
act
orswhi
chi
nfl
uenc
emot
orc
ycl
e

buyi
ngpr
efe
renc
esa
mongt
heyout
hinKe
ral
a.

1.
4.Hypot
hes
is

 The
rewi
llbeas
igni
fi
cantdi
ff
ere
ncei
ntheva
ria
ble
sse
nsa
ti
ons
eeki
ng,s
elf
-es
tee
m
a
ndpe
erpr
ess
urebe
twe
enbul
le
tus
ersa
ndot
her
s.

Cha
pte
rII

11|
 Me
thod

Me
thodsout
li
nest
hewa
yther
ese
arc
hpr
obl
em ha
sbe
enf
ormul
at
eda
nd t
he

pr
oce
dur
esa
dopt
edt
ote
stt
hes
tat
edhypot
hes
is.Thi
spa
rti
ncl
ude
sde
tai
lsoft
hes
ampl
es

t
ake
nfort
hes
tudy,t
het
ool
sus
edf
ort
hes
tudya
nda
nal
ysi
sdone
.

2.
1Sa
mpl
e

Thes
tudywa
sconduc
tedi
ntwogr
oups
.Thef
ir
stgr
oupi
sthos
epe
opl
ewho

ha
vepur
cha
sedBul
le
tmot
orc
ycl
es.Thes
econdgr
oupwa
sthepe
opl
ewhous
enor
mal100c
c

bi
kes
.Thes
tudyc
ons
ist
edofpe
opl
efr
oma
ge20t
o50.

2.
2Me
asur
es

Br
iefSe
nsa
ti
onSe
eki
ngSc
ale(
BSSS)byHoyl
e,St
ephe
nson,Pa
lmgr
een,Lor
ch,&

Donohe
w,2002.:Zuc
ker
man’
sSe
nsa
ti
onSe
eki
ngSc
aleFor
m Vi
sus
edwi
del
yasas
elf
-

r
epor
tme
asur
eofs
ens
ati
ons
eeki
ng.Ext
ens
iveps
ychome
tri
cana
lys
esofbot
hve
rsi
onsoft
he

BSSSs
how t
hatt
heme
asur
esa
rebot
hre
li
abl
eandva
li
dpr
edi
ct
orsofva
ria
ble
sint
he

nomol
ogi
calne
twor
kofa
dol
esc
entbe
havi
our
.

Pe
erpr
ess
ureque
sti
onna
ire
.(Di
el
man,e
t.
al
.,
1987)
:Thepe
erpr
ess
ureque
sti
onna
ire

wa
sadopt
edf
rom Di
el
man’
swor
kSus
cept
ibi
li
tyt
oPe
erPr
ess
ure
,Se
lf-
Est
eem,a
ndHe
alt
h

Loc
usofCont
rola
sCor
rel
at
esofAdol
esc
entSubs
tanc
eAbus
e(Di
el
man,e
t.
al
.,1987)
.A

t
ota
lof7i
te
msunde
rthes
ect
ionofs
usc
ept
ibi
li
tyt
ope
erpr
ess
urewa
sta
kenf
ort
hiss
tudy.

Ther
eli
abi
li
tya
ndva
li
dit
yoft
hes
cal
eisf
oundt
obe0.
78,a
nd0.
68r
espe
cti
vel
y.(
Die
lma
n,

e
t.
al
.,1987)
.

Se
lf-
Est
eemSc
ale(
Ros
enbe
rg,1965)
:Iti
sa10-
it
ems
cal
etha
tme
asur
esgl
oba
lse
lf-

wor
thbyme
asur
ingbot
hpos
it
ivea
ndne
gat
ivef
eel
ingsa
boutt
hes
elf
.Thes
cal
eisbe
li
eve
d

t
obeuni
-di
mens
iona
l.Al
lit
emsa
rea
nswe
redus
inga4-
poi
ntLi
ker
tsc
alef
orma
tra
ngi
ng

12|
f
roms
trongl
yagr
eet
ost
rongl
ydi
sagr
ee.(
Ros
enbe
rg,1965)
.Te
st-
ret
estr
eli
abi
li
tyf
ort
he2-

we
eki
nte
rva
lwa
sca
lcul
at
eda
t0.
85,t
he7-
mont
hint
erva
lwa
sca
lcul
at
eda
t0.
63(
Sil
ber&

Ti
ppe
tt
,19
65, Shor
key& Whi
te
man,1978)
. Th
ete
sti
sal
sof
oundt
oha
ves
uff
ici
ent

va
li
dit
y.

2.
3Pr
oce
dur
e

I
ntot
al130pe
opl
ewe
rei
nte
rvi
ewe
dandgi
venque
sti
onna
ire
sforc
oll
ect
ingr
espons
e.

30pe
opl
ebe
longe
dtot
hef
ir
stgr
oup:Thepe
opl
eus
ingbi
kesot
hert
hanBul
le
t.Thi
sgr
oup

c
onc
ent
rat
edonpe
opl
ewhoa
reus
ing100-
200c
cbi
kesi
ntheI
ndi
anma
rke
tsuc
hBa
jaj
,

Ya
maha
,Honda
,He
roe
tc.Thei
nte
rvi
ewa
ndque
sti
onna
iref
ort
hisgr
oupwa
sconduc
tedi
n

r
andom or
deri
nst
ree
tsa
ndpubl
icpl
ace
s.Thi
sgr
oupc
ons
ist
edofpe
opl
ebe
longi
ngt
o

di
ff
ere
nte
conomi
cands
oci
als
tat
us,j
oba
nda
gegr
oupsr
angi
ngf
rom19t
o55ye
ars
.

Thes
econdgr
oupc
ons
ist
edof100pe
opl
ewhous
eBul
le
tmot
orc
ycl
es.Anot
her

e
leme
nts
pec
ial
lynot
edwa
stha
tthe
sepe
opl
ewhobr
oughtBul
le
tma
det
hepur
cha
sewi
thi
n

t
hel
astye
ar.Thi
sist
ost
rengt
hent
hes
uppor
tfort
hehypot
hes
isoft
hepr
oje
ct.Thi
sgr
oupt
oo

c
ons
ist
edofp
eopl
efr
omd
iff
ere
nta
gegr
oups
,ec
onomi
cands
oci
als
tat
usa
ndj
obs
.Thes
tudy

wa
sconduc
tedi
nthes
ervi
cec
ent
ero
fRoya
lEnf
iel
dmot
orc
ycl
es,Eda
ppa
ll
y,Er
nakul
am.

2.
4Ana
lys
is

Theobt
ai
nedda
tawa
sana
lys
edus
ingSPSSve
rsi
on16,t
hea
nal
ysi
sinc
lude‘
t’

t
estf
orf
indi
ngr
ela
ti
ons
hipbe
twe
enva
ria
ble
sunde
rst
udy.Theobt
ai
nedr
esul
tsa
redi
scus
sed

i
nthef
oll
owi
ngs
ess
ion.

13|
 Cha
pte
rII
I
Re
sul
tsa
nddi
scus
sion

Thr
ought
hepr
ese
nts
tudy,t
hei
nve
sti
gat
orh
asa
tt
empt
edt
ocompa
reBul
le
tbuye
rs

wi
thnon-
bul
le
tbuye
rsbyme
asur
ingt
hei
rse
nsa
ti
ons
eeki
ng,s
elf
-es
tee
mandpe
erpr
ess
ure

s
cor
es.Thr
oughdi
rec
tint
ervi
ewme
thod,ot
herf
act
orswhi
chma
yinf
lue
ncebuyi
ngde
cis
ions

we
ret
obei
sol
at
ed.Theda
taobt
ai
nedf
rom t
hepa
rti
ci
pant
swe
res
cor
eda
ppr
opr
iat
el
yand

a
nal
yse
dus
ing‘
t’t
est
.Theobt
ai
nedda
tawe
res
cor
eda
nda
nal
yze
dpr
ope
rlyt
odr
awa

me
ani
ngf
uli
nfe
renc
e.

Ta
ble1:s
igni
fi
canc
eofdi
ff
ere
ncebe
twe
enbul
le
tus
ersa
ndot
herbi
keus
ersi
ntheva
ria
ble
s

s
ens
ati
ons
eeki
ng,s
elf
-es
tee
mandpe
erpr
ess
ure

Gr
oup N Me
an St
d.De
via
ti
on ‘
t’va
lue

Se
nsa
ti
ons
eeki
ng Ot
herbi
kes 30 7.
33 1.
98 12.
3**

Bul
le
t 100 11.
80 1.
68

Pe
erpr
ess
ure Ot
herbi
kes 30 2.
90 1.
18 5.
28**

Bul
le
t 100 4.
58 1.
51

Se
lfe
ste
em Ot
herbi
kes 30 31.
03 3.
31 2.
81*

Bul
le
t 100 33.
23 3.
87

14|
15|
 Ther
esul
tsi
ndi
cat
etha
tBul
le
tbuye
rsa
rehi
ghonSe
nsa
ti
onSe
eki
ng,Pe
erpr
ess
ure

a
ndSe
lf-
est
eem whe
ncompa
redwi
thnon-
Bul
le
tbuye
rs.Thes
tudyha
spoi
nte
doutt
hre
e

ma
jorbe
havi
our
alc
har
act
eri
st
ic
stha
tca
nde
finet
hebuye
rsofRoya
lEnf
iel
dmot
orc
ycl
es.

Theus
ersofBul
le
twe
remos
tl
yout
goi
ng,s
ens
ati
ons
eeki
ngyoungs
ter
swhi
chr
esul
te
din

hi
gh s
ens
ati
ons
eeki
ng s
cor
es.Th
eirbuyi
ng de
cis
ion wa
sst
rongl
yinf
lue
nce
d by t
he

s
ugge
sti
onsoft
hei
rpe
ers
.Thi
swa
snotonl
yevi
den
tfr
om t
heque
sti
onna
irebuta
lsof
rom

pe
rsona
lint
ervi
ews
.Thet
hir
dfa
ctorme
asur
edwa
sse
lf-
est
eem.Thef
igur
ess
uppor
tthef
act

t
hatpe
opl
eowni
ngBul
le
tar
eal
sohi
ghons
elf
-es
tee
mal
thought
hedi
ff
ere
ncei
snotve
ry

r
ema
rka
ble
.Apa
rtf
rom t
heque
sti
onna
irer
espons
es,t
her
ewe
reot
herf
act
orst
hate
vide
ntl
y

i
nfl
uenc
edt
heBul
le
tbuye
rs.The
sewe
rer
eve
ale
dfr
omdi
rec
tconve
rsa
ti
onwi
tht
hebuye
rs.

Wo
ng,(
1991)i
nhi
sst
udyf
oundt
hatThepr
ese
nts
tudyi
nve
sti
gat
edt
hede
gre
eto

whi
cht
hepr
evi
ous
lye
sta
bli
she
dre
lat
ions
hipbe
twe
ens
ens
ati
ons
eeki
nga
ndr
iskt
aki
ng

a
ssoc
iat
edwi
thga
mbl
ingc
oul
dbee
xte
nde
dtoe
ver
yda
yfi
nanc
ialma
tt
ers(
e.g.
,pe
rsona
l

ba
nki
nga
cti
vit
ie
s).Thes
ubj
ect
s,c
las
sif
iedi
ntohi
gha
ndl
ows
ens
ati
ons
eeke
rs,we
rea
ske
d

t
oma
keas
eri
esofe
ver
yda
yfi
nanc
ialde
cis
ionst
hatva
rie
dint
hei
rde
gre
esofr
isk.Ove
ral
l,

t
her
esul
tsi
ndi
cat
ehi
gh s
ens
ati
on s
eeke
rsdi
spl
aye
d gr
eat
err
isk-
taki
ng t
ende
nci
esi
n

e
ver
yda
yfi
nanc
ialma
tt
erst
hanl
ow s
ens
ati
ons
eeke
rs.The
sef
indi
ngsa
rei
nli
newi
tht
he

r
esul
tsobt
ai
nedt
hrought
hiss
tudy.Thr
oughpe
rsona
lint
ervi
ews
,mos
toft
hebuye
rsr
eli
edon

ve
hic
lel
oansf
orpur
cha
singt
hebi
ke.Whe
ncompa
ringt
hei
ncomer
angeoft
hepa
rti
ci
pant
s,

s
pendi
nga
namountmor
etha
nal
akhf
orabi
kes
eeme
dtobear
iski
erf
ina
nci
alde
cis
ion.The

a
gegr
oupa
ndge
nde
ral
soha
vec
ont
ri
but
edt
othi
sdi
ff
ere
nce
.Inas
tudybyi
twa
sse
ent
hat

ove
ral
l,ma
less
howe
dhi
ghe
rse
nsa
ti
ons
eeki
ngs
cor
est
hanf
ema
les
.Ma
less
howe
dade
cli
ne

i
nthe
ire
xpe
rie
nces
eeki
ngs
cor
eswhe
nre
achi
nga
nagegr
oupof30-
39.Thi
sal
sos
uppor
ts

t
hec
urr
entf
indi
ngsoft
hiss
tudy.He
re,t
heme
ana
geofpa
rti
ci
pant
snot
edi
s27,whi
ch

16|
me
anst
hatma
lesbe
longi
ngt
othi
sagegr
oupa
rec
ompa
rat
ive
lyhi
ghons
ens
ati
ons
eeki
ng.A

s
tudyonpe
eri
nfl
uenc
eonpur
cha
sede
cis
ionbyLa
cha
nce
,(2003)r
eve
ale
dtha
tbot
hboys

a
ndgi
rl
sshowbr
ands
ens
it
ivi
ty.Thi
sisi
nfl
uenc
edbype
ers
.Itwa
sal
sof
oundt
hatf
orbot
h

boysa
ndgi
rl
s,pe
eri
nfl
uenc
ewa
sthema
jorpr
edi
ct
orofc
ons
ume
rsoc
ial
iz
ati
on.

Fr
omt
her
espons
esoft
hebuye
rs,onet
hingwa
sve
rye
vide
ntBul
le
twa
sabr
andt
hat

ha
sbe
ens
ter
eot
ype
dasas
ignofma
scul
ini
tya
ndbol
dne
ssi
nIndi
a.Mor
eove
r,t
hei
nfl
uenc
e

off
il
msa
ndmos
timpor
tant
ly,t
hee
ntr
yofhi
gh–e
ndi
nte
rna
ti
ona
lmot
orc
ycl
ebr
andsl
ike

Ha
rle
yDa
vids
on,Tr
iumph,I
ndi
ane
tc.ha
sal
soc
ont
ri
but
edt
othi
s.The
sewe
ret
heque
sti
ons

a
ske
dtot
hebuye
rsobj
ect
ive
ly.

1)Whydi
dyouc
hoos
eBul
le
t?
2)I
sitbe
caus
eyoul
ovebi
kesl
ikeHa
rle
yDa
vids
ona
ndyouc
annota
ffor
ditt
hatyou
boughtbul
le
t?
3)Whydoyoul
iket
hel
ouds
oundoft
hebi
ke?

Gi
venbe
lowa
ret
hec
ommonr
espons
esoft
hebuye
rs:-

17|
 Us
ual
lywhe
nap
urc
has
ede
cis
iona
boutamot
orc
ycl
eisbe
ingma
de,t
her
ear
e

di
ff
ere
ntf
act
orsbe
ingc
ons
ide
red.Thema
jorf
act
orsi
ncl
ude
:Mi
le
ageoft
hebi
ke,Pi
ckupof

t
hebi
ke,Thebudge
t,Thes
ervi
ces
uppor
t,Cos
tofma
int
ena
ncea
nds
oon.Buti
nthec
aseof

Roya
lEnf
iel
dmot
orc
ycl
es,i
twa
sfoundt
hats
uchf
act
orswe
renotbe
ingc
ons
ide
red.Eve
n

whe
nthe
rea
ret
echni
cal
lymor
eadva
nce
dbi
kesa
vai
la
blea
tlowe
rpr
ice
stha
nBul
le
t,pe
opl
e

buyt
hisbi
kepa
yingahi
gha
mount
.Thec
ondi
ti
onsbe
ingc
ons
ide
redwhi
lema
kingt
he

s
tat
eme
nt“
higha
mount
”iswhe
ncon
side
ringt
hei
ncomea
ndj
oboft
hepe
opl
ebuyi
ngt
hes
e

18|
bi
kes
.Itwa
sfoundt
hatmos
toft
hepe
opl
eus
ingt
hisbi
keswe
rel
endi
ngve
hic
lel
oans
,se
ll
ing

of
fthe
irol
dbi
kesf
orbuyi
ngbul
le
t.Mos
tpe
opl
ebuyi
ngt
hebi
kebe
longe
dtot
hes
ale
s

de
par
tme
nta
ndt
hos
epe
opl
eint
hes
ervi
cej
obs
.Thei
ncomel
eve
lthusdi
dnots
uitt
he

pur
cha
seo
fBul
le
tbi
kes
.Anot
herf
act
ort
obec
ons
ide
redi
sthet
ypeofbi
ket
hatBul
le
tis
.

Bul
le
tisc
ons
ide
redt
obeaTourbi
ke,i
nte
nde
dforl
ongj
our
neys
.It
’swe
ightdoe
snotma
ke

i
tagoodc
hoi
cef
orc
it
yri
des
.Thi
sst
udywa
scon
duc
tedi
nEr
nakul
am,whe
ret
hec
it
yis

be
comi
ngmor
eandmor
ede
nse
lypopul
at
ed.I
nsuc
hac
ase
,iti
spr
act
ic
all
ydi
ff
icul
ttous
ea

Roya
lEnf
iel
dbi
keont
her
oadswhe
ncompa
redwi
tht
hel
ightwe
ight
,pe
rfor
manc
eor

e
conomybi
kes
.Thi
sshowsac
lea
rindi
cat
ionoft
hei
ncr
eas
eint
hepopul
ari
tyofBul
le
tand

a
lsopr
ove
stha
tthe
rea
reot
herps
ychol
ogi
calf
act
orst
hats
trongl
yinf
lue
ncet
hepur
cha
se

de
cis
ion.

Anot
hert
ende
ncys
eeni
nthepe
opl
ewhous
ethe
sebi
kesi
stha
tthe
yre
movet
he

s
il
enc
ersoft
hebi
ke.The
rea
rel
otsofa
lt
ere
dsi
le
nce
rsa
vai
la
blei
nthema
rke
tfori
ncr
eas
ing

t
hes
oundoft
hebi
ke.Fr
omt
hei
nte
rvi
ew,i
twa
sevi
dentt
hatawi
denumbe
rofpe
opl
ewho

pur
cha
seBul
le
tdos
obe
caus
eofi
tsl
ouds
ound.Pe
opl
ete
ndt
ous
ehi
ghnoi
sepr
oduc
ing

s
il
enc
ers
.Thes
ounds
opr
oduc
edi
sve
ryl
ouda
ndi
sve
ryha
rmf
ulf
orhe
alt
h.I
tisac
lea
r

i
ndi
cat
ionofnoi
sepol
lut
ion.Theowne
rsa
lsoa
dmi
tt
edt
hatt
hel
oudnoi
sega
the
reda
tt
ent
ion

ofot
herpe
opl
e.Eve
neduc
ate
dpe
opl
eus
esuc
hsi
le
nce
rsi
nBul
le
tbi
kes
.Tour
inggr
oupsl
ike

Bul
le
thooda
ndBul
le
tBuddha
sai
msa
tga
the
ringBul
le
towne
rst
oge
the
randor
gani
ze

a
dve
ntur
eri
dest
odi
ff
ere
ntpl
ace
s.The
sehi
ghl
ightt
hei
rse
nsa
ti
ons
eeki
ngbe
havi
our
.

I
twa
sal
sonot
edt
hatt
hema
jor
it
yofbuye
rswe
ree
mpl
oye
esl
ikes
ale
spe
rsonsa
nd

s
tude
ntsf
oll
owe
dbybus
ine
ssme
n.A l
ogi
calque
sti
ononec
oul
das
kisa
boutt
hedi
st
anc
e

e
achus
erwoul
dtr
ave
lea
chda
yinat
our
erbi
ket
hatt
oowi
thi
nthebus
yci
ty.Mos
t

e
mpl
oye
esa
nds
tude
ntsha
vet
hei
rof
fi
ceorc
oll
egewi
thi
nadi
st
anc
ele
sse
rtha
n10

ki
lome
tre
s.Onl
yave
ryf
ewt
rave
lformor
etha
nadi
st
anc
eof30ki
lome
tre
sea
chda
y.

19|
Cons
ide
rin
gtheus
eforwh
icht
hebi
kewa
sint
ende
dfor
,thi
sre
sul
tsgi
veusa
not
herr
eas
on

f
orj
ust
if
yingt
hea
ssumpt
iont
hatmos
tbuye
rsc
ons
ide
rps
ychol
ogi
calf
act
orst
hanobj
ect
ivi
ty

i
nthepur
cha
seofBul
le
ts.

Theme
ana
geoft
hebuye
rspa
rti
ci
pat
edi
nthes
tudywa
s27.
44.Mos
toft
hema
re

youngs
ter
s.Combi
ningt
hes
cor
esa
ndt
hei
rage
swec
anunde
rst
andt
hatmos
toft
hebuye
rs

a
reyoung.Thi
sca
nbeoner
eas
onwhyt
hei
rsc
ore
sinpe
eri
nfl
uenc
eands
ens
ati
ons
eeki
ngi
s

c
ons
ide
rabl
yhi
ghe
r.

Apa
rtf
rom t
het
hre
ema
jorque
sti
ons
,se
ver
alot
herque
sti
onswe
rea
lsoa
ske
dint
he

i
nte
rvi
ew.I
nfl
uenc
eoff
il
msa
nda
nemot
iona
lat
ta
chme
ntt
oBul
le
twa
sal
soc
ons
ide
reda
s

ot
herf
act
ors
.Fors
omeoft
hem,Bul
le
twa
stheonl
ybi
ket
hatt
heys
awi
nthe
irc
hil
dhood.So,

i
tbe
cameas
ymbolofa
dmi
rat
ioni
nthe
iryounga
ges
.Whe
nthe
ygr
ewup,a
ndwa
sabl
eto

a
ffor
done
,the
rewa
snoot
heropt
iont
heyc
ons
ide
redbutBul
le
t.Fora
not
herf
ewoft
hemi
t

wa
sus
edbyt
hePol
ic
eandAr
my.Ma
nyf
il
msha
vef
eat
ure
dthes
tar
sus
ingBul
le
t.Ther
ece
nt

t
rendofof
f-
roa
dmovi
esa
nda
dve
rti
seme
ntst
hatpr
omot
elongj
our
neyss
ucha
sthes
ymbol

ofyout
hfu
lne
ssa
lsoha
sani
mpa
cti
nthe
irde
cis
ionma
king.

Mo
stoft
heml
ike
dthe
irf
ri
endsve
rymuc
h.Mos
toft
hepe
opl
ewhowe
rei
nte
rvi
ewe
d

i
nthi
sst
udyl
ike
dgoi
ngf
orl
ongj
our
neyswi
thf
ri
endsa
nda
lsopr
efe
rre
dahol
ida
ywi
th

20|
f
ri
endst
hana
tt
endi
ngot
here
vent
s.Someoft
hemb
oughtBul
le
tforbe
ingapa
rtofgr
oups

s
ucha
sBul
le
tHooda
ndBul
le
tBuddha
swhogoona
dve
ntur
etour
s.I
tgi
vest
hemas
ens
eof

a
ffi
li
at
iona
ndpr
idef
orbe
ingapa
rto
fit
.

I
nsuc
hawa
yBul
le
twa
sas
soc
iat
edwi
thas
ter
eot
ypeofma
scul
ini
ty,bol
dne
ss,powe
r

a
nda
uthor
it
y.Suc
hthought
swe
rec
lea
rlye
vide
ntf
romt
her
espons
esoft
hepa
rti
ci
pant
s.

e
e

21|
 Cha
pte
rIV
Summa
rya
ndConc
lus
ion

4.
1Summa
ry

Thepr
ese
nts
tudywa
sai
medt
ounde
rst
andt
heps
ychol
ogi
calf
act
orst
hati
nfl
uenc
e

mot
orc
ycl
ebuyi
ngpr
efe
renc
esa
mongyout
hinI
ndi
a.Thef
act
orsSe
lf-
est
eem,Se
nsa
ti
on

s
eeki
nga
ndpe
erpr
ess
urewa
sme
asur
eda
ndac
omp
ari
sonbe
twe
enBul
le
tbuye
rsa
ndnon-

Bul
le
tbuye
rswe
redone
.Thes
ampl
econs
ist
edof100Bul
le
tbuye
rsa
nd30non-
Bul
le
t

buye
rsbe
longi
ngt
oage
s22-
50.Se
nsa
ti
ons
eeki
ngwa
sme
asur
edus
ingBr
iefSe
nsa
ti
on

Se
eki
ngSc
ale(
BSSS)byHoyl
e,St
ephe
nson,Pa
lmg
ree
n,Lor
ch,& Donohe
w,(
2002)
.Pe
er

i
nfl
uenc
ewa
sme
asur
edus
ingt
hePe
erpr
ess
ureque
sti
onna
irede
vel
ope
dbyDi
el
man(
1987)

a
nds
elf
-es
tee
mus
ingSe
lf-
Est
eemSc
alebyRos
enbe
rg,(
1965)
.Ea
choft
hepa
rti
ci
pant
swe
re

pe
rsona
ll
yint
ervi
ewe
dforge
tt
inga
ddi
ti
ona
lda
ta.Theobt
ai
nedda
tawa
sana
lys
edus
ing

SPSSve
rsi
on16.Thea
nal
ysi
sinc
lud
edT-
tes
t.

4.
2Conc
lus
ions

 TheBul
le
tbuye
rss
cor
eds
igni
fi
cant
lyhi
ghons
ens
ati
ons
eeki
ng,pe
erpr
ess
urea
nd

s
elf
-es
tee
m.

 Thebuyi
ngde
cis
ionwa
sinf
lue
nce
dbyot
herf
act
orss
ucha
sfi
lmsa
nda
dve
rti
seme
nts
.

 Ma
jor
it
yoft
hebuye
rsr
epor
tedt
hatBul
le
tga
vet
hemas
ens
eofma
scul
ini
tya
nd

22|
 powe
r.

4.
3Li
mit
ati
ons

Thi
sst
udyha
sit
sownl
imi
ta
ti
ons
.Onei
sthenumbe
rofpa
rti
ci
pant
sint
ervi
ewe
d.The

c
ont
rolgr
oupt
ake
nwa
s30
,whi
chi
sal
soas
mal
le
rnumbe
r.I
tist
obenot
edt
hatt
heBul
le
t

buye
rswa
scompa
redwi
tht
hebuye
rsofmi
d-r
angebi
kesmos
tl
y100-
200c
cbi
kesr
athe
rtha
n

e
xpe
nsi
ve,s
por
tybi
kes
.

4.
4Sc
opef
orf
utur
est
udy

 Amor
ede
tai
leds
tudyi
nvol
vingmor
enumbe
rofpa
rti
ci
pant
swoul
dyi
el
dmor
e

r
eli
abl
ere
sul
ts

 As
tudyi
nvol
vingmor
eps
ychol
ogi
calva
ria
ble
sca
nbedone
.

4.
5Impl
ica
tions

Ther
esul
tsoft
hiss
tudyc
onve
ythei
mpor
tantf
actt
hata
tle
asti
nIndi
a,pe
opl
ear
e

hi
ghl
yinf
lue
nce
dbye
mot
ions
,st
ere
otypi
ng,movi
esa
ndot
herbe
havi
our
alf
act
orswhe
na

pur
cha
sede
cis
ioni
sbe
ingma
de.Th
ere
sul
tsoft
hiss
tudyc
anbeus
edf
orf
urt
hers
tudi
es

a
boutc
ons
ume
rpur
cha
sebe
havi
our
s.I
tca
n bebe
nef
ici
alf
ort
hema
nuf
act
ure
rsa
nd

a
dve
rti
ser
ssot
hatt
heyc
ane
ndor
set
hei
rpr
oduc
tins
uchawa
ytha
titc
rea
tesmor
esa
les
.

Thes
ampl
eus
edi
nthi
sst
udyr
efl
ectas
ect
ionofb
uye
rswhoa
reps
ychol
ogi
cal
lydr
ive
n.

I
mpr
ovi
ngt
hebi
kei
nte
chnol
ogya
ndde
signa
lonewi
llnothe
lpt
hema
chi
evegr
eat

pe
rfor
manc
eins
ale
sra
the
r,i
tne
edst
oma
keac
ulti
nthes
oci
et
y.Pr
omot
ionsc
anbe
23|
de
signe
dins
uchawa
ytha
ttheve
hic
lea
ppe
alst
othet
arge
tpopul
at
ioni
nsomewa
ytha
tthe
y

a
ree
ncour
age
dtobuyi
tata
nyc
ost
.Thi
sst
udya
lsor
einf
orc
est
hei
mpa
ctt
hatme
diaa
nd

f
il
msha
veonpur
cha
sede
cis
ions
.Howe
duc
ate
dma
ybet
hepe
rson,f
act
orsl
ikes
uchha
vea

gr
eati
nfl
uenc
einpur
cha
sede
cis
ionse
vent
oda
y.

24|
 Re
fer
enc
es

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ner
jee
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li
tyi
nIndi
a:A St
udyofCa
rAc
qui
si
ti
ona
ndOwne
rshi
p
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endsi
ntheCi
tyofSur
at.

Bur
ke,P.J
.(1991)
.Ide
nti
typr
oce
sse
sands
oci
als
tre
ss.Ame
ric
anSoc
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calRe
vie
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.(2002)
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fr
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li
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li
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27|