Role of Demographics in Determining Satisfaction of Two-Wheeler Women Customers - A Study With Reference To Pondicherry

International Journal of Management (IJM)
Volume 11, Issue 7 July 2020, pp.1813-1827, Article ID: IJM_11_07_164

Available online at https://iaeme.com/Home/issue/IJM?Volume=11&Issue=7
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: https://doi.org/10.17605/OSF.IO/A2TZ
© IAEME Publication Scopus Indexed
ROLE OF DEMOGRAPHICS IN DETERMINING

SATISFACTION OF TWO-WHEELER WOMEN
CUSTOMERS – A STUDY WITH REFERENCE
TO PONDICHERRY
Dr. V. Dheenadhayalan
Associate Professor in Commerce, (On Deputation from Annamalai University),
Sri Subramaniyaswamy Govt. Arts College, Tiruttani, Tamil Nadu, India
R. Shanmuga Priya
Ph.D. Research Scholar, Department of Commerce,
Annamalai University, Tamil Nadu, India
ABSTRACT
Customer satisfaction plays a crucial and critical role in the strategic goal of any
organization. It deals with maintaining a good relationship with the customers through
the identification and satisfaction of the customer needs. The present study is focused
on the role of demographic factors in determining the level of satisfaction of the two-
wheeler women consumers in the Pondicherry region. Statistical tools like Analysis of
Variance and descriptive statistics were applied to test the hypotheses constructed for
this study. As customer satisfaction is high towards all the factors, the present study is
proposed to analyse the level of satisfaction among the two-wheeler women customers
with the consideration of various demographic factors in the region of Pondicherry.
Key words: Demographic factors, women customer satisfaction, two-wheeler industry,
socio-economic factors.
Cite this Article: V. Dheenadhayalan and R. Shanmuga Priya, Role of Demographics
in Determining Satisfaction of Two-Wheeler Women Customers – A Study with
Reference to Pondicherry, International Journal of Management (IJM), 11(7), 2020,
pp. 1813-1827.
https://iaeme.com/Home/issue/IJM?Volume=11&Issue=7
1. INTRODUCTION
In consumer behavioural aspects, satisfaction is considered as an ultimate component to
complete and evaluate the behavioural aspects of customers. As far as the demographic
backgrounds of customers are concerned, they change from place to place with respect to the
geographical base. In terms of consumer behavior, it all starts with awareness, preferences,
https://iaeme.com/Home/journal/IJM 1813 editor@iaeme.com

Role of Demographics in Determining Satisfaction of Two-Wheeler Women Customers – A Study
with Reference to Pondicherry
product features, the decision to buy, and customer satisfaction. Several studies argue that all
these components of consumer behaviour have a direct relationship with the demographic
background of the consumers. The manufacturers and producers are able to market their
products based on the consumer demographics and their needs for the product. Age, educational
qualification, occupation, and income all play an important and vital role in the demographic
domain. There is a significant influence of these demographic factors on each and every
component of consumer behaviour, including satisfaction of customers.
Socioeconomic factors of the customers play a big part in figuring out the best marketing
strategy for a business. In that regard, demographic factors such as age, sex, marital status,
education, occupation, etc., play a major part in the determination of the customer’s level of
satisfaction with the two-wheelers in the Pondicherry region. Customer Satisfaction is the
outcome of the relationship between the performance of a product and one’s expectations and
perceptions based on the attitude of the customer, product efficiency, and quality of service
provided to the customer. Customer satisfaction stands as a measuring tool and an indicator for
business people to improve their present and prospective business operations (Zairi, 2000). The
best way to achieve organisational goals is to investigate the level of customer satisfaction.
A successful businessman pays more attention to the age, gender, education level, job,
marital status, monthly income, and number of family members of his customers, all of which
affect how happy they are with his business. Decision making process explains the stages that
a customer undergoes while buying the product. It is necessary to understand the customers'
buying process to assist the salesperson to promote the sale as well as to frame a better sales
strategy accordingly. In the year 1910, the five steps of the customer buying decision process,
including need recognition, information search, evaluation of alternatives, purchase decision,
and post-purchase behaviour, were initially recognised by John Dewey. Generally, the factors
influencing consumer behaviour are divided into two categories, such as traditional factors and
modern factors.
The modern factors are divided into technical factors, marketing-mix factors, and media
factors. The technical factors such as product quality, mileage, comfort and product outlook;
the marketing-mix factors are 4Ps such as product, price, place, and promotional activities; and
Media factors such as awareness of the new product, product features, consumer focus and
decision-making process are also influencing the consumer's decision-making process.
Even though many factors influence customer satisfaction and buying attitude, demographic
factors are the most important factors influencing customer satisfaction. Therefore, the
researcher has made an attempt in the present study entitled, "Role of Demographic in
Determining Satisfaction of Two-Wheeler Women Customers—A Study with Reference to
Pondicherry" to study the demographic factors that influence the level of satisfaction of the
women consumers towards the two-wheeler.
2. REVIEW OF LITERATURE
Vilcekova and Sabo. M (2013), “The Influence of Demographic Factors on Attitude towards
Brands and Brand Buying Behaviour of Slovak Consumers”, the researchers have analyzed the
factors influencing the purchase decision of the consumers while purchasing fruits and
vegetables and identified that the demographic factors such as age, education level have a
significant impact on the consumer’s purchasing behaviour.
Akpinar et.al. (2009), “The Role of Demographic Variables in Purchasing Decisions on
Fruits and Vegetables”, the researchers have identified that there was a positive relationship
between changes in the demographic like distribution of gender, increase in the level of income
and education status, on the demand and supply of fruits and vegetables.

V. Dheenadhayalan and R. Shanmuga Priya
Cheong. H (2016), “Purchase Decision Type Influences on Consumers Reliance: Brand

Related User Generated Content”, has studied and identified the positive impact of
demographic factors such as age, gender, marital status, family members, occupation on the
consumers dependence on the brands decisions.
Puska et.al. (2018), “The Influence of Demographic Characteristics of Consumers on
Decisions to Purchase Technical Products”, the researchers have discovered that the
demographic factors such as age, sex, income of the family and occupation of the respondents
significantly influenced the purchase decision of the consumers.
Leila. H and Zohra. B (2018), “The Impact of Demographic Factors on the Consumer
Decision Making Process towards Local Foods in Bechar, Algeria”, measured that there is no
impact of demographic factors on the purchase decision making process of the consumers
towards the local foods.
Rahim et.al. (2017), “Consumers Demographic Profile Influence on Green Purchase
Intention”, the researcher has identified that except gender, all the other demographic factors
do not have an impact on the consumers purchasing pattern towards green products.
Weerasiri. R.A and Mendis. A (2015), “Factors Affecting Purchase Decision for Indian
Two-wheeler in Sri Lankan Market”, the researcher has identified that there was a positive and
significant effect of the demographic factors such as age, sex, income, education on the
purchase decision of the two-wheelers.
Mastaran. S (2017), “Determinants of Brand Choice of Two-wheelers in Kathmandu
Valley”, the researcher has identified that both demographic and life style factors have positive
impact on consumers brand preferences.
Hassani. I (2018), “The Relationship between Demographic and Consumers Propensity for
Rewarding or Punishing a Company based on Social Responsibility”, the researcher has
identified that there is a positive relationship between demographic factors of country and the
consumer’s behaviour, whereas the other demographic factors such as age, gender, income,
education, status and year, does not influenced the attitude of the consumers.
3. RESEARCH GAP
After the intensified inspection of national and international reviews regarding the customer
satisfaction, the researcher predominantly identified two important aspects which were not
addressed by the international or national researchers.
• What are all the factors responsible for customers satisfaction of the two-wheeler
particularly the women customers.
• Is there any significant relationship between the demographic background of the
customers and their satisfaction level?
Therefore, the present research work is venturing upon these two research gaps which were
not addressed completely and specifically.
4. OBJECTIVES OF THE STUDY

The main aims of the study are as follows:
• To analyze the factors responsible for women customers satisfaction towards the two-
wheeler.
• To identify the relationship between the demographic backgrounds of the customers and
their satisfaction level particularly the women customers, with reference to Pondicherry.

5. METHODOLOGY OF THE STUDY

To fulfil the above objective, both primary and secondary sources were collected from various
journals, magazines, periodicals, books, and the internet. A well-structured questionnaire was
designed to collect the opinions from the women respondents, consisting of 282 respondents,
who use two-wheelers. The samples were taken using convenient sampling to ensure the
representation of the users of two-wheelers, which was identified as the geographical area of
Pondicherry. The primary data was collected with the help of direct interviews, personal
observation, and a pilot survey. This study employs both qualitative and quantitative
methodologies.
6. DATA ANALYSIS AND INTERPRETATION

All the respondents of the survey are women consumers of two-wheelers in the Pondicherry
region. Out of the total respondents, 24.8% respondents were in the age group of 18–25 years,
followed by 25.5% of the samples aged less than 35 years, and then 23.4% of them were aged
36–45 years, whereas 26.2% of the two-wheeler holders were more than 45 years of age. There
was a wide range of marital status among the respondents, with 53.2% married and 46.8%
single. 70.6% of the respondents had UG, PG, and professionals. 17.7% of them belonged to
the educational status of up to higher secondary education, and 11.7% of the two-wheeler
women consumers were in the other category of below SSLC standard of education. The
following is the data analysis of the women consumers' demographic profile and its role in the
level of satisfaction towards the two-wheeler.
6.1. Age and Factors Satisfying Women Consumers Towards Two-Wheeler

Null Hypothesis: There is no significant difference between age and the factors satisfying the
women consumers towards two-wheeler.
Table 1 ANOVA – Influence of Age on the factors satisfying women consumers towards two-wheeler
Age
Dependent Sum of
(Independent Df Mean Square F Sig.
Variables Squares
Variable)
Between Groups 17.863 3 5.954 28.385 .000
Point of Purchase Within Groups 58.315 278 .210
Total 76.178 281
Between Groups 4.385 3 1.462 5.906 .001
Design Within Groups 68.811 278 .248
Total 73.196 281
Between Groups .012 3 .004 .016 .997
Engine Within Groups 68.482 278 .246
Total 68.494 281
Between Groups .970 3 .323 1.344 .260
Quality Within Groups 66.875 278 .241
Total 67.845 281
Between Groups 7.651 3 2.550 13.126 .000
Brand Image Within Groups 54.016 278 .194
Total 61.667 281
Between Groups 9.822 3 3.274 12.013 .000
After sales
Within Groups 75.761 278 .273
service
Total 85.582 281
Source: Computed Data

Table 2 Influence of Age on the factors satisfying women consumers towards two-wheeler –
Descriptive Statistics
Age
Dependent Std. Std. Lower Upper
(Independent N Mean Min. Max.
Variables Deviation Error Bound Bound
Variable)
18 – 25 Years 70 4.2900 .48540 .06865 4.1521 4.4279 3.50 5.00
26 to 35 72 4.5139 .59913 .07061 4.3731 4.6547 3.00 5.00
Point of
36 to 45 66 4.1591 .44858 .05522 4.0488 4.2694 3.00 5.00
Purchase
Above 45 Years 74 4.7926 .29702 .03064 4.7317 4.8534 4.00 5.00
Total 282 4.4840 .52067 .03101 4.4230 4.5451 3.00 5.00
18 – 25 Years 70 4.2800 .51666 .07307 4.1332 4.4268 3.50 5.00
26 to 35 72 4.3472 .52834 .06227 4.2231 4.4714 3.00 5.00
Design 36 to 45 66 4.0758 .44929 .05530 3.9653 4.1862 3.00 5.00
Above 45 Years 74 4.3989 .49503 .05106 4.2975 4.5003 3.00 5.00
Total 282 4.2890 .51038 .03039 4.2292 4.3488 3.00 5.00
18 – 25 Years 70 4.4800 .52450 .07418 4.3309 4.6291 3.50 5.00
26 to 35 72 4.4653 .63538 .07488 4.3160 4.6146 3.00 5.00
Engine 36 to 45 66 4.4621 .36491 .04492 4.3724 4.5518 4.00 5.00
Above 45 Years 74 4.4734 .43606 .04498 4.3841 4.5627 3.50 5.00
Total 282 4.4699 .49371 .02940 4.4120 4.5277 3.00 5.00
18 – 25 Years 70 4.2000 .52489 .07423 4.0508 4.3492 3.00 5.00
26 to 35 72 4.1875 .49956 .05887 4.0701 4.3049 3.00 5.00
Quality 36 to 45 66 4.0833 .46890 .05772 3.9681 4.1986 2.50 5.00
Above 45 Years 74 4.2394 .47930 .04944 4.1412 4.3375 3.50 5.00
Total 282 4.1826 .49137 .02926 4.1250 4.2402 2.50 5.00
18 – 25 Years 70 3.9800 .42809 .06054 3.8583 4.1017 3.50 5.00
26 to 35 72 4.3889 .42972 .05064 4.2879 4.4899 3.50 5.00
Brand Image 36 to 45 66 4.4318 .60692 .07471 4.2826 4.5810 2.50 5.00
Above 45 Years 74 4.4096 .29295 .03022 4.3496 4.4696 4.00 5.00
Total 282 4.3333 .46846 .02790 4.2784 4.3882 2.50 5.00
18 – 25 Years 70 4.0300 .72429 .10243 3.8242 4.2358 2.00 5.00
26 to 35 72 4.2014 .47958 .05652 4.0887 4.3141 3.00 5.00
After sales
36 to 45 66 4.5000 .51141 .06295 4.3743 4.6257 3.00 5.00
service
Above 45 Years 74 4.4840 .42409 .04374 4.3972 4.5709 4.00 5.00
Total 282 4.3351 .55187 .03286 4.2704 4.3998 2.00 5.00
From the above table 1, it is found that there is a significant between the different age group
of the two-wheeler women consumers and the variables namely Point of Purchase (F=28.385,
p=.000), Design (F=5.909, p=.001), Brand Image (F=13.126, p=.000) and After Sales Service
(F=12.013, p=.000)at 5% level. This leads to the mean wise comparison and it is observed from
the above table 2 that the two-wheeler women consumers at the age group of above 45 years
were highly satisfied for the Point of Purchase (mean=4.7926), Design (mean=4.3989) and
followed by the women consumers between the age group of 36 and 45 for Brand Image
(mean=4.4318) and After Sales Service (mean=4.5000).Therefore, it is analyzed that there is a
significant difference between the different age profiles of the two-wheeler women consumers
and the factors of satisfaction such as Point of Purchase, Design, Brand Image and After Sales
Service.
6.2. Educational Status and Factors Satisfying Women Consumers Towards Two-
Wheeler
Null Hypothesis: There is no significant difference between educational status and the factors
satisfying the women consumers towards two-wheeler.

Table 3 ANOVA – Influence of Educational Status on the factors satisfying women consumers
towards two-wheeler
Educational Status
Dependent Sum of
(Independent df Mean Square F Sig.
Variables Squares
Variable)
Between Groups 1.729 4 .432 1.608 .172
Total 76.178 281
Between Groups 1.020 4 .255 .979 .420
Total 73.196 281
Between Groups 3.433 4 .858 3.654 .006
Total 68.494 281
Between Groups .563 4 .141 .580 .677
Total 67.845 281
Between Groups 1.538 4 .384 1.771 .135
Total 61.667 281
Between Groups 14.004 4 3.501 13.549 .000
After sales service Within Groups 71.578 277 .258
Total 85.582 281
Table 4 Educational Status and the level of satisfaction of the women consumers towards two-wheeler
– Descriptive Statistics
Educational
Dependent Status
N Mean Std. Deviation Std. Error Lower Bound Upper Bound Min. Max.
Variables (Independent
Variable)
Below S.S.L.C 33 4.4848 .55177 .09605 4.2892 4.6805 3.50 5.00
H.S.C. 50 4.4400 .44767 .06331 4.3128 4.5672 3.50 5.00
Point of Graduation 72 4.5278 .49568 .05842 4.4113 4.6443 3.50 5.00
Purchase Post-Graduation 56 4.5982 .58325 .07794 4.4420 4.7544 3.00 5.00
Professional 71 4.3803 .51731 .06139 4.2578 4.5027 3.00 5.00
Total 282 4.4840 .52067 .03101 4.4230 4.5451 3.00 5.00
Below S.S.L.C 33 4.3939 .49620 .08638 4.2180 4.5699 3.50 5.00
H.S.C. 50 4.2200 .54548 .07714 4.0650 4.3750 3.00 5.00
Graduation 72 4.3403 .45056 .05310 4.2344 4.4462 3.50 5.00
Design
Post-Graduation 56 4.2946 .55413 .07405 4.1462 4.4430 3.00 5.00
Professional 71 4.2324 .51291 .06087 4.1110 4.3538 3.00 5.00
Total 282 4.2890 .51038 .03039 4.2292 4.3488 3.00 5.00
Below S.S.L.C 33 4.2273 .50142 .08729 4.0495 4.4051 3.50 5.00
H.S.C. 50 4.5500 .53690 .07593 4.3974 4.7026 3.00 5.00
Graduation 72 4.5208 .52700 .06211 4.3970 4.6447 3.00 5.00
Engine
Post-Graduation 56 4.5714 .40931 .05470 4.4618 4.6810 4.00 5.00
Professional 71 4.3944 .44654 .05299 4.2887 4.5001 3.50 5.00
Total 282 4.4699 .49371 .02940 4.4120 4.5277 3.00 5.00
Below S.S.L.C 33 4.2879 .41515 .07227 4.1407 4.4351 3.50 5.00
H.S.C. 50 4.2100 .54483 .07705 4.0552 4.3648 2.50 5.00
Graduation 72 4.1389 .42145 .04967 4.0399 4.2379 3.00 5.00
Quality
Post-Graduation 56 4.1696 .54169 .07239 4.0246 4.3147 3.50 5.00
Professional 71 4.1690 .51370 .06096 4.0474 4.2906 3.00 5.00
Total 282 4.1826 .49137 .02926 4.1250 4.2402 2.50 5.00
Brand Image Below S.S.L.C 33 4.1364 .60302 .10497 3.9225 4.3502 2.50 5.00

H.S.C. 50 4.3600 .42905 .06068 4.2381 4.4819 3.50 5.00

Graduation 72 4.3472 .41655 .04909 4.2493 4.4451 3.50 5.00
Post-Graduation 56 4.3929 .45442 .06072 4.2712 4.5146 3.50 5.00
Professional 71 4.3451 .47503 .05638 4.2326 4.4575 3.50 5.00
Total 282 4.3333 .46846 .02790 4.2784 4.3882 2.50 5.00
Below S.S.L.C 33 4.2273 .48559 .08453 4.0551 4.3995 3.00 5.00
H.S.C. 50 4.2900 .39240 .05549 4.1785 4.4015 4.00 5.00
After sales Graduation 72 4.1389 .44581 .05254 4.0341 4.2436 3.00 5.00
service Post-Graduation 56 4.7679 .25162 .03362 4.7005 4.8352 4.50 5.00
Professional 71 4.2746 .74541 .08846 4.0982 4.4511 2.00 5.00
Total 282 4.3351 .55187 .03286 4.2704 4.3998 2.00 5.00
From the above table 3, it is found that there is a significant between the different
educational status of the two-wheeler women consumers and the variables namely Engine
(F=3.654, p=.006) and After Sales Service (F=13.549, p=.000) at 5% level. This leads to the
mean wise comparison and it is observed from the above table 4 that the two-wheeler women
consumers having Post Graduate educational status were highly satisfied for the Point of
Purchase (mean=4.5982), Engine (mean=4.5714), Brand Image (mean=4.3929) and After Sales
Service (mean=4.7679), whereas the respondents with low education or no education (i.e.,
below SSLC) were strongly satisfied with Design and Quality of the two-wheeler. Therefore, it
is identified that there is a significant difference between the educational status of the two-
wheeler women consumers and the factors of satisfaction such as Engine and Quality of the
two-wheeler.
6.3. Occupation and Factors Satisfying Women Consumers Towards Two-

Wheeler
Null Hypothesis: There is no significant difference between occupation and the factors
Table 5 ANOVA – Influence of Occupation on the factors satisfying women consumers towards two-
wheeler
Occupation Sum of Mean

Dependent Variables df F Sig.
(Independent Variable) Squares Square
Between Groups 7.990 4 1.997 8.114 .000
Total 76.178 281
Between Groups 3.630 4 .907 3.613 .007
Total 73.196 281
Between Groups 7.008 4 1.752 7.893 .000
Total 68.494 281
Between Groups 2.244 4 .561 2.369 .053
Total 67.845 281
Between Groups 6.531 4 1.633 8.203 .000
Total 61.667 281
Between Groups 1.356 4 .339 1.115 .350
Total 85.582 281

Table 6 Occupation and the level of satisfaction of the women consumers towards two-wheeler –
Occupation
Variable)
Business 54 4.6111 .35907 .04886 4.5131 4.7091 4.00 5.00
Professional 66 4.5152 .51118 .06292 4.3895 4.6408 3.50 5.00
Point of Employee 82 4.4512 .61167 .06755 4.3168 4.5856 3.00 5.00
Purchase Homemaker 49 4.6327 .36480 .05211 4.5279 4.7374 4.00 5.00
Student 31 4.0484 .50588 .09086 3.8628 4.2339 3.00 5.00
Total 282 4.4840 .52067 .03101 4.4230 4.5451 3.00 5.00
Business 54 4.3889 .35907 .04886 4.2909 4.4869 4.00 5.00
Professional 66 4.1212 .52668 .06483 3.9917 4.2507 3.00 5.00
Employee 82 4.3537 .56921 .06286 4.2286 4.4787 3.00 5.00
Design
Homemaker 49 4.3776 .38905 .05558 4.2658 4.4893 4.00 5.00
Student 31 4.1613 .61083 .10971 3.9372 4.3853 3.00 5.00
Total 282 4.2890 .51038 .03039 4.2292 4.3488 3.00 5.00
Business 54 4.6667 .37618 .05119 4.5640 4.7693 4.00 5.00
Professional 66 4.5000 .42062 .05178 4.3966 4.6034 4.00 5.00
Employee 82 4.2500 .60477 .06679 4.1171 4.3829 3.00 5.00
Engine
Homemaker 49 4.6020 .39502 .05643 4.4886 4.7155 4.00 5.00
Student 31 4.4355 .42312 .07599 4.2803 4.5907 4.00 5.00
Total 282 4.4699 .49371 .02940 4.4120 4.5277 3.00 5.00
Business 54 4.3056 .47994 .06531 4.1746 4.4366 3.50 5.00
Professional 66 4.0833 .35716 .04396 3.9955 4.1711 3.50 5.00
Employee 82 4.1585 .48989 .05410 4.0509 4.2662 3.00 5.00
Quality
Homemaker 49 4.1327 .62729 .08961 3.9525 4.3128 2.50 5.00
Student 31 4.3226 .47519 .08535 4.1483 4.4969 3.50 5.00
Total 282 4.1826 .49137 .02926 4.1250 4.2402 2.50 5.00
Business 54 4.5000 .41208 .05608 4.3875 4.6125 3.50 5.00
Professional 66 4.4394 .37739 .04645 4.3466 4.5322 4.00 5.00
Employee 82 4.2378 .47288 .05222 4.1339 4.3417 3.50 5.00
Brand Image
Homemaker 49 4.3776 .49509 .07073 4.2353 4.5198 2.50 5.00
Student 31 4.0000 .48305 .08676 3.8228 4.1772 3.50 5.00
Total 282 4.3333 .46846 .02790 4.2784 4.3882 2.50 5.00
Business 54 4.3333 .41208 .05608 4.2209 4.4458 4.00 5.00
Professional 66 4.3712 .56371 .06939 4.2326 4.5098 3.00 5.00
After sales Employee 82 4.3780 .63129 .06971 4.2393 4.5168 2.00 5.00
service Homemaker 49 4.3367 .55328 .07904 4.1778 4.4957 3.00 5.00
Student 31 4.1452 .50322 .09038 3.9606 4.3297 3.00 5.00
Total 282 4.3351 .55187 .03286 4.2704 4.3998 2.00 5.00
From the above table 5, it is found that there is a significant between the different occupation
of the two-wheeler women consumers and the variables namely Point of Purchase (F=8.114,
p=.000), Design (F=3.613, p=.007), Engine (F=7.793, p=.000), Quality (F=2.369, p=.053) and
Brand Image (F=8.203, p=.000) at 5% level. This leads to the mean wise comparison and it is
observed from the above table 6 that the two-wheeler women consumers who are doing business
were highly satisfied for the Design (mean=4.3889), Engine (mean=4.6667) and Brand Image
(mean=4.5000), whereas the women consumers who are homemakers were satisfied with Point
of Purchase (mean=4.6327) of two-wheelers. It is identified from the above tables that there is
a significant difference between the occupation of the two-wheeler women consumers and the
factors of satisfaction such as Point of Purchase, Design, Engine, Quality and Brand Image of
the two-wheeler.

6.4. Family Income and Factors Satisfying Women Consumers Towards Two-
Wheeler
Null Hypothesis: There is no significant difference between family income and the factors
Table 7 ANOVA – Influence of Family Income on the factors satisfying women consumers towards
two-wheeler
Family Income
Dependent Sum of Mean
(Independent df F Sig.
Variables Squares Square
Variable)
Between Groups 7.675 5 1.535 6.184 .000
Total 76.178 281
Between Groups 1.794 5 .359 1.387 .229
Total 73.196 281
Between Groups 2.886 5 .577 2.429 .036
Total 68.494 281
Between Groups 3.157 5 .631 2.694 .021
Total 67.845 281
Between Groups 6.366 5 1.273 6.355 .000
Total 61.667 281
Between Groups 24.725 5 4.945 22.426 .000
Total 85.582 281
Table 8 Family Income and the level of satisfaction of the women consumers towards two-wheeler –
Family Income
Variable)
Less than 10,000 64 4.3516 .53214 .06652 4.2186 4.4845 3.50 5.00
10,001 to 20,000 32 4.1250 .60907 .10767 3.9054 4.3446 3.00 5.00
20,001 to 30,000 29 4.5172 .45282 .08409 4.3450 4.6895 4.00 5.00
Point of
30,001 to 40,000 34 4.5735 .41070 .07043 4.4302 4.7168 4.00 5.00
Purchase
40,001 to 50,000 55 4.6364 .51329 .06921 4.4976 4.7751 3.50 5.00
More than 50,000 68 4.5956 .45101 .05469 4.4864 4.7048 3.50 5.00
Total 282 4.4840 .52067 .03101 4.4230 4.5451 3.00 5.00
Less than 10,000 64 4.3906 .53799 .06725 4.2562 4.5250 3.50 5.00
10,001 to 20,000 32 4.1250 .69561 .12297 3.8742 4.3758 3.00 5.00
20,001 to 30,000 29 4.2759 .51036 .09477 4.0817 4.4700 3.50 5.00
Design 30,001 to 40,000 34 4.2059 .39153 .06715 4.0693 4.3425 3.50 4.50
40,001 to 50,000 55 4.3091 .46638 .06289 4.1830 4.4352 4.00 5.00
More than 50,000 68 4.3015 .45826 .05557 4.1905 4.4124 3.00 5.00
Total 282 4.2890 .51038 .03039 4.2292 4.3488 3.00 5.00
Less than 10,000 64 4.3359 .65499 .08187 4.1723 4.4995 3.00 5.00
10,001 to 20,000 32 4.3281 .48542 .08581 4.1531 4.5031 3.50 5.00
Engine 20,001 to 30,000 29 4.5517 .36216 .06725 4.4140 4.6895 4.00 5.00
30,001 to 40,000 34 4.5882 .39830 .06831 4.4493 4.7272 4.00 5.00
40,001 to 50,000 55 4.5000 .41944 .05656 4.3866 4.6134 4.00 5.00

More than 50,000 68 4.5441 .43824 .05314 4.4380 4.6502 3.50 5.00
Total 282 4.4699 .49371 .02940 4.4120 4.5277 3.00 5.00
Less than 10,000 64 4.2813 .51851 .06481 4.1517 4.4108 3.00 5.00
10,001 to 20,000 32 4.1875 .61892 .10941 3.9644 4.4106 3.00 5.00
20,001 to 30,000 29 4.1552 .46490 .08633 3.9783 4.3320 3.50 5.00
Quality 30,001 to 40,000 34 4.2206 .61781 .10595 4.0050 4.4362 2.50 5.00
40,001 to 50,000 55 3.9818 .40784 .05499 3.8716 4.0921 3.50 4.50
More than 50,000 68 4.2426 .35083 .04254 4.1577 4.3276 3.50 5.00
Total 282 4.1826 .49137 .02926 4.1250 4.2402 2.50 5.00
Less than 10,000 64 4.2422 .60417 .07552 4.0913 4.3931 2.50 5.00
10,001 to 20,000 32 3.9844 .26894 .04754 3.8874 4.0813 3.50 4.50
20,001 to 30,000 29 4.4828 .50855 .09443 4.2893 4.6762 3.50 5.00
Brand Image 30,001 to 40,000 34 4.3529 .28945 .04964 4.2519 4.4539 4.00 5.00
40,001 to 50,000 55 4.4636 .43943 .05925 4.3448 4.5824 3.50 5.00
More than 50,000 68 4.4044 .37909 .04597 4.3127 4.4962 3.50 5.00
Total 282 4.3333 .46846 .02790 4.2784 4.3882 2.50 5.00
Less than 10,000 64 4.2266 .52652 .06581 4.0950 4.3581 3.00 5.00
10,001 to 20,000 32 4.0469 .75519 .13350 3.7746 4.3192 2.00 5.00
20,001 to 30,000 29 4.8103 .24690 .04585 4.7164 4.9043 4.50 5.00
After sales
30,001 to 40,000 34 4.0000 .42640 .07313 3.8512 4.1488 3.00 5.00
service
40,001 to 50,000 55 4.7545 .41803 .05637 4.6415 4.8676 3.00 5.00
More than 50,000 68 4.1985 .35764 .04337 4.1120 4.2851 4.00 5.00
Total 282 4.3351 .55187 .03286 4.2704 4.3998 2.00 5.00
From the above table 7, it is found that there is a significant between the family income of
the two-wheeler women consumers and the variables namely Point of Purchase (F=6.184,
p=.000), Engine (F=2.429, p=.036), Quality (F=2.694, p=.021), Brand Image (F=6.355,
p=.000) and After Sales Service (F=22.426, p=.000) at 5% level. This leads to the mean wise
comparison and it is observed from the above table 8 that the two-wheeler women consumers
whose family income is between Rs. 20,000 and Rs. 30,000 were highly satisfied for the Brand
Image (mean=4.4828) and After Sales Service (mean=4.8103), whereas the women consumers
whose family income is above Rs. 40,000 were satisfied with Point of Purchase (mean=4.6364)
of two-wheelers. It is analyzed from the above tables that there is a significant difference
between the family income of the two-wheeler women consumers and the factors of satisfaction
such as Point of Purchase, Engine, Quality, Brand Image and After Sales Service of the two-
wheelers.
6.5. Marital Status and Factors Satisfying Women Consumers Towards Two-
Wheeler
Null Hypothesis: There is no significant difference between marital status and the factors
Table 9 ANOVA – Influence of Marital Status on the factors satisfying women consumers towards
two-wheeler
Dependent Marital Status Sum of Mean
df F Sig.
Variables (Independent Variable) Squares Square
Between Groups .341 1 .341 1.259 .263
Total 76.178 281
Between Groups 2.279 1 2.279 8.997 .003
Total 73.196 281

Between Groups 5.685 1 5.685 25.343 .000

Total 68.494 281
Between Groups 5.199 1 5.199 23.239 .000
Total 67.845 281
Between Groups 2.225 1 2.225 10.483 .001
Total 61.667 281
Between Groups .073 1 .073 .239 .625
After Sales Service Within Groups 85.509 280 .305
Total 85.582 281
Table 10 Marital Status and the level of satisfaction of the women consumers towards two-wheeler –
Marital Status
Variable)
Married 150 4.5167 .52270 .04268 4.4323 4.6010 3.00 5.00
Point of
Unmarried 132 4.4470 .51784 .04507 4.3578 4.5361 3.50 5.00
Purchase
Total 282 4.4840 .52067 .03101 4.4230 4.5451 3.00 5.00
Married 150 4.3733 .56517 .04615 4.2821 4.4645 3.00 5.00
Design Unmarried 132 4.1932 .42195 .03673 4.1205 4.2658 3.50 5.00
Total 282 4.2890 .51038 .03039 4.2292 4.3488 3.00 5.00
Married 150 4.3367 .48292 .03943 4.2588 4.4146 3.00 5.00
Engine Unmarried 132 4.6212 .46282 .04028 4.5415 4.7009 3.00 5.00
Total 282 4.4699 .49371 .02940 4.4120 4.5277 3.00 5.00
Married 150 4.3100 .52988 .04326 4.2245 4.3955 2.50 5.00
Quality Unmarried 132 4.0379 .39857 .03469 3.9693 4.1065 3.50 5.00
Total 282 4.1826 .49137 .02926 4.1250 4.2402 2.50 5.00
Married 150 4.2500 .44022 .03594 4.1790 4.3210 2.50 5.00
Brand Image Unmarried 132 4.4280 .48304 .04204 4.3449 4.5112 3.50 5.00
Total 282 4.3333 .46846 .02790 4.2784 4.3882 2.50 5.00
Married 150 4.3200 .58298 .04760 4.2259 4.4141 2.00 5.00
After sales
Unmarried 132 4.3523 .51592 .04491 4.2634 4.4411 3.00 5.00
service
Total 282 4.3351 .55187 .03286 4.2704 4.3998 2.00 5.00
From the above table 9, it is found that there is a significant between the marital status of
the two-wheeler women consumers and the variables namely Design (F=8.997, p=.003), Engine
(F=25.343, p=.000), Quality (F=23.239, p=.000) and Brand Image (F=10.483, p=.001) at 5%
level. This leads to the mean wise comparison and it is observed from the above table 10 that
the two-wheeler women consumers who are married were highly satisfied for the Point of
Purchase (mean=4.5167), Design (mean=4.3733) and Quality (mean=4.3100) of the two-
wheelers, whereas the unmarried women consumers were satisfied with Engine (mean=4.6212)
and Brand Image (mean=4.4280) of the two-wheelers. It is analyzed from the above tables that
there is a significant difference between the marital status of the two-wheeler women consumers
and the factors of satisfaction such as Design, Engine, Quality, and Brand Image of the two-
wheelers.

6.6. Nature of the Family and Factors Satisfying Women Consumers Towards
Two-Wheeler
Null Hypothesis: There is no significant difference between the nature of family and the factors
Table 11 ANOVA – Influence of Nature of Family on the factors satisfying women consumers
towards two-wheeler
Nature of Family Mean
Dependent Variables Sum of Squares df F Sig.
(Independent Variable) Square
Between Groups .079 1 .079 .291 .590
Total 76.178 281
Between Groups .360 1 .360 1.385 .240
Total 73.196 281
Between Groups 4.476 1 4.476 19.579 .000
Total 68.494 281
Between Groups 2.420 1 2.420 10.355 .001
Total 67.845 281
Between Groups 3.096 1 3.096 14.800 .000
Total 61.667 281
Between Groups 8.272 1 8.272 29.959 .000
Total 85.582 281
Table 12 Nature of the Family and the level of satisfaction of the women consumers towards two-
wheeler – Descriptive Statistics
Nature of
Dependent Family Std. Std. Lower Upper
N Mean Min. Max.
Variables (Independent Deviation Error Bound Bound
Variable)
Nuclear Family 168 4.4702 .55989 .04320 4.3850 4.5555 3.00 5.00
Point of
Joint Family 114 4.5044 .45843 .04294 4.4193 4.5894 3.50 5.00
Purchase
Total 282 4.4840 .52067 .03101 4.4230 4.5451 3.00 5.00
Nuclear Family 168 4.3185 .54285 .04188 4.2358 4.4011 3.00 5.00
Design Joint Family 114 4.2456 .45722 .04282 4.1608 4.3305 3.50 5.00
Total 282 4.2890 .51038 .03039 4.2292 4.3488 3.00 5.00
Nuclear Family 168 4.3661 .50587 .03903 4.2890 4.4431 3.00 5.00
Engine Joint Family 114 4.6228 .43396 .04064 4.5423 4.7033 3.50 5.00
Total 282 4.4699 .49371 .02940 4.4120 4.5277 3.00 5.00
Nuclear Family 168 4.2589 .44779 .03455 4.1907 4.3271 2.50 5.00
Quality Joint Family 114 4.0702 .53164 .04979 3.9715 4.1688 3.00 5.00
Total 282 4.1826 .49137 .02926 4.1250 4.2402 2.50 5.00
Nuclear Family 168 4.4196 .45561 .03515 4.3502 4.4890 3.50 5.00
Brand Image Joint Family 114 4.2061 .45995 .04308 4.1208 4.2915 2.50 5.00
Total 282 4.3333 .46846 .02790 4.2784 4.3882 2.50 5.00
Nuclear Family 168 4.4762 .54391 .04196 4.3933 4.5590 3.00 5.00
After sales
Joint Family 114 4.1272 .49694 .04654 4.0350 4.2194 2.00 5.00
service
Total 282 4.3351 .55187 .03286 4.2704 4.3998 2.00 5.00

From the above table 11, it is found that there is a significant between the nature of the
family of the women consumers and the variables namely Engine (F=19.579, p=.000), Quality
(F=10.355, p=.001), Brand Image (F=14.800, p=.000) and After Sales Service (F=29.959,
p=.000) at 5% level. This leads to the mean wise comparison and it is observed from the above
table 12 that the two-wheeler women consumers who are belong to nuclear family were highly
satisfied for the Quality (mean=4.2589), Brand Image (mean=4.4196) and After Sales Service
(mean=4.4762) of the two-wheelers, whereas the joint family nature of women consumers were
satisfied with Engine (mean=4.6228) of the two-wheelers. It is analyzed from the above tables
that there is a significant difference between the nature of the family of the women consumers
and the factors of satisfaction such as Engine, Quality, Brand Image and After Sales Service of
the two-wheelers.
6.7. Family Members and Factors Satisfying Women Consumers Towards Two-
Wheeler
Null Hypothesis: There is no significant difference between family members and the factors
Table 13 ANOVA – Influence of Family members on the factors satisfying women consumers
towards two-wheeler
Dependent Family Members Sum of Mean
df F Sig.
Variables (Independent Variable) Squares Square
Between Groups 1.118 4 .280 1.032 .391
Total 76.178 281
Between Groups 4.333 4 1.083 4.358 .002
Total 73.196 281
Between Groups 2.886 4 .721 3.046 .018
Total 68.494 281
Between Groups 3.668 4 .917 3.958 .004
Total 67.845 281
Between Groups 5.724 4 1.431 7.086 .000
Total 61.667 281
Between Groups 3.339 4 .835 2.811 .026
Total 85.582 281
Table 14 Family Members and the level of satisfaction of the women consumers towards two-wheeler
– Descriptive Statistics
Family Members
Variables
Deviation Error Bound Bound
Variable)
2 members 45 4.4000 .56003 .08348 4.2317 4.5683 3.50 5.00
3 members 41 4.4390 .57222 .08937 4.2584 4.6196 3.00 5.00
4 members 89 4.4888 .48252 .05115 4.3871 4.5904 3.50 5.00
Point of
5 members 71 4.4859 .54098 .06420 4.3579 4.6140 3.00 5.00
Purchase
More than 5 36 4.6250 .45316 .07553 4.4717
4.7783 3.50 5.00
members
Total 282 4.4840 .52067 .03101 4.4230 4.5451 3.00 5.00
Design 2 members 45 4.3667 .50452 .07521 4.2151 4.5182 3.50 5.00

3 members 41 4.1098 .64723 .10108 3.9055 4.3140 3.00 5.00

4 members 89 4.1910 .36545 .03874 4.1140 4.2680 3.50 5.00
5 members 71 4.4507 .52205 .06196 4.3271 4.5743 3.00 5.00
More than 5 36 4.3194 .53656 .08943 4.1379
4.5010 3.50 5.00
members
Total 282 4.2890 .51038 .03039 4.2292 4.3488 3.00 5.00
2 members 45 4.6000 .42104 .06276 4.4735 4.7265 4.00 5.00
3 members 41 4.3049 .70603 .11026 4.0820 4.5277 3.00 5.00
4 members 89 4.5506 .45255 .04797 4.4552 4.6459 3.50 5.00
Engine 5 members 71 4.3944 .45447 .05394 4.2868 4.5019 3.50 5.00
More than 5 36 4.4444 .39239 .06540 4.3117
4.5772 4.00 5.00
members
Total 282 4.4699 .49371 .02940 4.4120 4.5277 3.00 5.00
2 members 45 4.2667 .44721 .06667 4.1323 4.4010 3.50 5.00
3 members 41 4.3293 .45566 .07116 4.1854 4.4731 3.50 5.00
4 members 89 4.0225 .49949 .05295 3.9173 4.1277 2.50 5.00
Quality 5 members 71 4.2254 .51954 .06166 4.1024 4.3483 3.00 5.00
More than 5 36 4.2222 .42164 .07027 4.0796
4.3649 3.50 5.00
members
Total 282 4.1826 .49137 .02926 4.1250 4.2402 2.50 5.00
2 members 45 4.4333 .40732 .06072 4.3110 4.5557 4.00 5.00
3 members 41 4.5000 .47434 .07408 4.3503 4.6497 3.50 5.00
4 members 89 4.4213 .49370 .05233 4.3173 4.5253 3.50 5.00
Brand
5 members 71 4.1620 .36620 .04346 4.0753 4.2487 3.50 5.00
Image
More than 5 36 4.1389 .50158 .08360 3.9692
4.3086 2.50 4.50
members
Total 282 4.3333 .46846 .02790 4.2784 4.3882 2.50 5.00
2 members 45 4.2667 .54979 .08196 4.1015 4.4318 3.00 5.00
3 members 41 4.5366 .45263 .07069 4.3937 4.6795 3.50 5.00
4 members 89 4.3989 .51775 .05488 4.2898 4.5079 3.00 5.00
After sales
5 members 71 4.2324 .63150 .07495 4.0829 4.3819 2.00 5.00
service
More than 5 36 4.2361 .51389 .08565 4.0622
4.4100 3.00 5.00
members
Total 282 4.3351 .55187 .03286 4.2704 4.3998 2.00 5.00
From the above table 13, it is found that there is a significant between the family members
of the women consumers and the variables namely Design (F=4.358, p=.002), Engine (F=3.046,
p=.018), Quality (F=3.958, p=.004), Brand Image (F=7.086, p=.000) and After Sales Service
(F=2.811, p=.026) at 5% level. This leads to the mean wise comparison and it is observed from
the above table 14 that the two-wheeler women consumers with the family members of two to
three were highly satisfied for the Engine (mean=4.6000), Quality (mean=4.3293), Brand
Image (mean=4.5000) and After Sales Service (mean=4.5366) of the two-wheelers, whereas
the respondents with more than five members in their family are satisfied with the Design
(mean=4.4507) of the two-wheelers. It is analyzed from the above tables that there is a
significant difference between the family members of the women consumers and the factors of
satisfaction such as Design, Engine, Quality, Brand Image and After Sales Service of the two-
wheelers.
7. DISCUSSIONS AND CONCLUSION

The researcher attempted to investigate the women consumer’s satisfaction towards the two-
wheeler and examines the significance difference between the women consumers’ level of
satisfaction and the personal characteristics such as age, occupation, family income, family
nature, marital status and number of members in the family. The results of the study reflected

that the demographic variables such as age, occupation and family income have direct impact
on the factors of customer satisfaction such as point of purchase, quality, brand image and after
sales service of the two-wheelers. The women consumers who are engaged in the business are
influenced by all the factors of customer satisfaction except after sales service. The respondents
who belong to the family income group of above Rs. 20,000 are influenced by the point of
purchase, brand image, engine capacity and after sales service.
From the above, it is analyzed that understanding the women customers’ satisfaction is the
challenging one for the two-wheeler marketers. The study identified the demographic factors
and its influence in the customers satisfactions towards the two-wheelers. The socio-economic
factors such as age, educational status, occupation, marital status, family income, nature of the
family and family members have a strong impact on the determination of the level of
satisfaction of the women consumers. These demographic variables have strong influence on
the satisfaction of the women consumers in Pondicherry region. The study confines that there
is an independent and dependent difference between those factors of women consumers’
satisfaction.
REFERENCES
[1] Zairi (2000), “Managing Customer Satisfaction: A Best Practice Perspective”, TQM
Management, Vol.12, Issue:6, pp. 389-394.
[2] Vilcekova and Sabo. M (2013), “The Influence of Demographic Factors on Attitude towards
Brands and Brand Buying Behaviour of Slovak Consumers”, International Journal of Education
and Research, Vol.1, Issue:11, pp.1-10.
[3] Akpinar. G.M, Aykin. S.M, Sayin. C and Ozkan. B (2009), “The Role of Demographic
Variables in Purchasing Decisions on Fruits and Vegetables”, Journal of Food Agriculture and
Environment, Vol. 7, Issue: 3 & 4, pp. 106-110.
[4] Cheong. H (2016), “Purchase Decision Type Influences on Consumers Reliance: Brand Related
User Generated Content”, Knoxville, University of Tennessee.
[5] Puska. A, Stojanovic. I, Sadic.S and Becic. H (2018), “The Influence of Demographic
Characteristics of Consumers on Decisions to Purchase Technical Products”, Journal of
Business Management, Vol.15, Issue:2, pp. 1-16.
[6] Leila. H and Zohra. B (2018), “The Impact of Demographic Factors on the Consumer Decision
Making Process towards Local Foods in Bechar, Algeria”, Journal of Academic Research in
Business and Social Sciences, Vol.8, Issue:5, pp. 616-627.
[7] Rahim. R.A, Sulaiman. Z, Chin. T.A, Arfi. M.S and Hamid. M. H (2017), “Consumers
Demographic Profile Influence on Green Purchase Intention”, IOP Conference Series: Materials
Science and Engineering, Vol.215, pp.1-6 IOP Publishing.
[8] Weerasiri. R.A and Mendis. A (2015), “Factors Affecting Purchase Decision for Indian Two-
wheeler in Sri Lankan Market”, Kelaniya Journal of Management, Vol.4, Issue:2, pp.10-22.
[9] Mastaran. S (2017), “Determinants of Brand Choice of Two-wheelers in Kathmandu Valley”,

The International Journal of Management Science, Vol.2, Issue:1, pp.91-105.
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Rewarding or Punishing a Company based on Social Responsibility”, Ontario, Canada,
University of Waterloo.

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International Journal of Management (IJM)

Volume 11, Issue 7 July 2020, pp.1813-1827, Article ID: IJM_11_07_164

© IAEME Publication Scopus Indexed

ROLE OF DEMOGRAPHICS IN DETERMINING

https://iaeme.com/Home/journal/IJM 1813 editor@iaeme.com

https://iaeme.com/Home/journal/IJM 1814 editor@iaeme.com

Cheong. H (2016), “Purchase Decision Type Influences on Consumers Reliance: Brand

4. OBJECTIVES OF THE STUDY

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5. METHODOLOGY OF THE STUDY

6. DATA ANALYSIS AND INTERPRETATION

6.1. Age and Factors Satisfying Women Consumers Towards Two-Wheeler

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https://iaeme.com/Home/journal/IJM 1817 editor@iaeme.com

https://iaeme.com/Home/journal/IJM 1818 editor@iaeme.com

H.S.C. 50 4.3600 .42905 .06068 4.2381 4.4819 3.50 5.00

6.3. Occupation and Factors Satisfying Women Consumers Towards Two-

Occupation Sum of Mean

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Between Groups 5.685 1 5.685 25.343 .000

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https://iaeme.com/Home/journal/IJM 1825 editor@iaeme.com

3 members 41 4.1098 .64723 .10108 3.9055 4.3140 3.00 5.00

7. DISCUSSIONS AND CONCLUSION

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[9] Mastaran. S (2017), “Determinants of Brand Choice of Two-wheelers in Kathmandu Valley”,

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