AN ANALYSIS OF FACTORS INFLUENCING

CUSTOMERS BUYING DECISION FOR GEARLESS

TWO WHEELERS (SCOOTERETTE) WITH SPECIAL
REFERENCE TO URBAN AREAS OF PUNE
 Introduction:
• India is one of the biggest two-wheeler market, registering an overall
growth rate of 9.5 percent between 2006 and 2014.
• The automobile industry accounts for 7.1 per cent of the country's
gross domestic product (GDP).
• The Two Wheelers segment, with 81 per cent market share, is the
leader of the Indian Automobile market.
• China and India only these two countries account for over half of the
world's two-wheeler sales
• The growth in scooter segment is more than motorcycle segment in
all variants clearly indicates that, the acceptance of scooters in Indian
market is increasing.
• Indian market has seen a period of great fame of scooters to absolute
no demand and now again a great resurgence of scooters demand in
the market.
• The first sign of a revival in scooter sales was observed in 2008,
when the segment notched a growth of 10 percent
Why Two Wheeler:-
• India's population migrating from rural area to
urban area
• People look for a multipurpose vehicle these
days.
• Customers want to buy a vehicle that can be
used by the family (daughter, wife and son)
• Gearless Scooters in the market today are lighter
and easier to drive than bike.
• The future seems to be for
gearless scooters. Market
share of scooters is expected
to keep on growing gradually
from 19% (2012) to 40%
(2021),

Growth rate for gearless scooter

in last five years shows that
increasing popularity.
Gearless scooter growth rate was
31% in 2016 while 28%, 21%.
21%,19% in 2015, 2014, 2013,
and 2012 respectively
 Review of Literature

• Consumer Buying Behavior (CBB) is the process of

selecting, use, securing and disposal of purchased
product, services, experiences so as to satisfy the need
and wants of the customer.

Definition Consumer Buying Behavior (CBB)

• “The decision process and physical activity individuals
engage in when evaluating, acquiring, using, or
disposing of goods and services.” (Louden and Della
Bitta,2004)
• “Consumer behaviour refers to the actions and decision
processes of people who purchase goods and services for
personal consumption.” (Peter D. Bennett, ed. Dictionary
of Marketing Terms, 2nd ed. 1995)
 Review of Literature …..Continues
• Dr. A. Valarmathi (2015), the researcher in her research conducted in Tirupur city, tried to
identify the different factors that affects the buying behavior of two wheeler bikes among
students. The important factors that influences the buying decision of two wheeler in
Tirupur district were new models, style, looks, mileage, pickup and speed, ease of
maintenance, more importantly after sales service, and initial price of the two wheeler.
The author concluded her research by suggesting to the marketers to develop an after
sales follow up service with customers to ensure good customer satisfaction, toughness
in the model, more service centers and attractive schemes to influence buying decisions
by the young student’s consumers.

• Dr. R. Jayavel and L. Vinothini (2015), have studied different factors that influence
consumer brand preferences towards purchase decision of passenger cars. The outcome
of the study revealed that brand is one of the important factors that affect consumer
preferences, as consumer directly relate brand names with the product quality and also
ensures quality technology etc. The other factors that influence consumer preference
towards passenger cars were fuel efficiency, affordability of car, availability of spare parts,
style, look, and safety. The study also revealed some of the factors related to consumer
preferences which are uncontrollable factors for marketers like demographic and
psychographics of the society and other cultural factors. Study of such factors is
important to the marketers not only in the urban areas but also in the rural areas as rural
market also has increasing potential towards branded passenger cars.
 Review of Literature …..Continues
• Dr. Keshav. Y. Shinde, Samadhan K. Khamkar (2014), the researchers conducted their
study in Mumbai city using survey method including 500 samples of respondents (100
female respondents) of age group less than 30 years college going, working class as well
as self employed. The study reveals that male respondents prefer to buy geared motor
bikes which should be economical in terms of cost as well aesthetically looking good.
Speed and better riding control are the preferred attributes in case of geared bikes
while in case of those respondents who go for buying gear less scooters, they look for
style, colour, pick up, mileage etc. Thus authors concluded their study mentioning that
marketers should considered the above said attributes to be taken in to consideration
while launching and promoting their two wheeler products in Mumbai city.

• Dr. Mrs Padmasani, Ms. Remya. and Ms. M. Ishwarya (2014), the authors conducted a
research study on brand preference of women consumers towards scooters in
Coimbatore city. The authors in their study found that, pattern of consumer preference
varies from region to region; hence it is very important for the marketers to study the
brand preference of the consumers in the marketed product segment. Now a day,
women are also working and contributing towards house expenses management. These
working women are also found to have attitudinal change and change in perception
towards scooter, which they want to buy. The authors observed that the women
consumers are more conscious about their budget, driving comfort, fuel efficiency and
quality of after sales service. The authors suggested to the marketers that they may
formulate marketing strategies which will highlight above mentioned factors, which will
attract as many women consumers to buy their two wheeler brand for their use.
 Review of Literature …..Continues
• Dr. M. Sakthivel Murugan and R. M. Shanthi (2014), the authors also conducted a
research study on Perception of Women Consumers towards the Purchasing of Two
Wheelers in Metropolitan Cities of India. The authors mentioned that, the perceptions of
women towards two wheelers differs widely across the regions and particularly in metro
cities purchasing decision is based on the utility benefits of the two wheelers,
performance of scooter, various promotional schemes implemented at the time of
purchase and some personal factors were found to be important than regional
differences. In this research study, the authors examined association between personal
factors, promotional schemes, perceived product characteristics, were found to be the
satisfaction indicators for the women consumers in metropolitan cities of India that
affects the purchasing decision of two wheelers.

• K. Anandh and K. Shyama Sundar (2014), the researchers conducted the study factors
affecting consumer’s brand preference particularly in small car segment in Chennai. The
authors found that the factors like overall comfort, value propositions of the car,
accessibility, fuel efficiency, are some of the factors affecting overall satisfaction of
customers towards the small cars. Since in India, consumers prefers cost efficiency and
performance of the car along with resell value, there will be a good amount of demand
for such fuel efficient and cost economical cars in Indian market.
 Review of Literature …..Continues
• Baseer Ali Durrani, Danish Iqbal Godil (2015), the author in his research
studied the impact of advertisement on buying behavior of teenagers in
particular. The study found that the advertisement helps to create brand image
and brand loyalty. The better the communication content in advertisement,
helps in creating the brand image in the minds of teenagers, which will make
them to remain brand loyal for longer time, showing positive impact on sales
of that product.

• Dr. S. Yuvaraj (2014), the author conducted the research on cosmetics brands
choice decision by the consumers. The study revealed that consumer mainly
considers price and quality of the product at the time of purchase. Consumers
not only give importance to the need of the product but also the brand name
which they want to purchase. The author also found that many customers
prefer to purchase their trusted brand again and again as they were quite
satisfied with whatever brands they were purchasing. The brand awareness
and brand loyalty amongst the customers is due to the advertisements. Hence
the author concludes that the advertisement helps in better promotion of the
brand in cosmetics segment. The author mentioned that Lakme is the most
preferred brand when it comes for lipsticks, Avon in fragrances, Revlon in case
of eye liners and Elite for nail paints.
 Review of Literature …..Continues
• Ya-Hui wang and Cing-fen tsai (2014), the authors investigated the relationship and effect
of demographic variables on brand image, perceived risks, perceived benefits and
purchasing intentions of consumer. The study revealed the positive relationship of
demographic factors on the said factors related to consumers. The study observed the
sequential inter connections like brand image has a positive impact on perceived quality
of the product, while the perceived quality of the product has its impact on perceived
value of the product. The perceived value of the product has a positive impact on
purchase intentions of the consumer. The study was conducted on mutual fund products,
which revealed that the purchase intentions are affected by the perceived benefits of the
products than the perceived risks of the products

• Ravi Chopra, CMD (2012), Piaggio Vehicles Pvt. Ltd., in his interview with The Economic
Times, on 26th April, 2012, mentions that now a day the gearless scooter is showing the
fastest growth in the two-wheeler industry. This segment of gearless scooters is showing
a remarkable growth of 2-30% month after month and YoY. Mr. Chopra also mentioned
that, when the two wheeler market was showing the growth of only 11-12 % in India, the
gear less scooters was growing at the 20% rate, which is expected to show a 20% CAGR in
coming years too. Therefore it is the right time to enter in this segment as not only
women, but the men also like to ride on gear less scooters. Various factors like
convenience of driving, luggage space, styling, attractive colours etc. were found to be
the some of the product attributes influencing buying behavior of gear less scooters. We
will work on such attributes to make position in Indian market, Mr. Chopra said.
 RESEARCH METHODOLOGY
• Sample size of questionnaire prepared near 450.
Data Analysis Tools
• simple statistical tools and SPSS software.
• Simple Statistical tools :- Percentage, Frequency, Mean, Std. Deviation (S.D.),
• SPSS software tools :- MANOVA, Binomial test, Friedman Test, Z test, Skewness,
Kurtosis, Coefficient of variance (COV)
Sampling Design: Convenient Sampling method

Scope of the study:

1. The respondents for gearless scooters will be studied in Urban areas of Pune.
2. In this study major Variables that are influencing consumer buying decision will be
studied like utility of vehicle, multi user profile, technical specification of scooters,
brand name, price, celebrity endorsement etc.
3. The data for the period of 2008-09 to 2012-2013 will be considered. However if
necessary, data before 2008-09 will be referred to for certain conclusion purposes.
4. In this age categories like teenagers, middle age women, middle age men and old age
people are considered. 
 Objectives:-

1. To identify the motivational factors for the purchase of Gearless

Scooter.

2. To study the impact of the Marketing Strategies (Acceptability,

Affordability, Availability, Awareness,) influencing Consumer
buying decision of gearless Scooter.

3. To study consumer perception towards brand image of the most

popular brands of the gearless scooters segment.

4. To measure the attitudes of the customers towards emerging

gearless scooters segment of two wheeler.

5. To study the influence of celebrity endorsement on purchase

decisions of customers in gearless scooters segment
 Hypothesis
1.Utility is the most influencing factor in the buying behavior of
consumer while buying gearless scooter. (utility- means used
for several functions and multi user profile)

2.There is no significant impact of Brand image seen for the

buying gearless scooters.

3.There is no significant impact of income of consumer on brand

selection of gearless scooters.

4.There is no significant impact of technical specification of

gearless scooters on purchase decisions of male and female
customers.

5.Celebrity endorsement is not an effective tool of persuasion to

facilitate customer to go for purchase of Gearless Scooters
 Reliability Test
• Reliability was tested using Test (T)- Retest
(RT) method.
• In this method reliability is assessed by
administering same variable to the same
respondent on 2 different occasions
• The 2 set of responses are then correlated
using spearmen's rank order correlation.
• Spearmen's rho above 0.8 indicates reliability
 RESEARCH METHODOLOGY

Test of Normality
• Normality was tested by using the criteria suggested by George and Mallery
2010. According to George and Mallery variables with skewness and Kurtosis
value between +/- 1 indicate normality.
• From the descriptive statistics table it can be seen that for both male and
female skewness and kurtosis value is within normality is supported. (for 6
variables it is slightly higher/lower)

Sources of data collection

• Secondary Data Collection – Through internet, books, showrooms data etc

Primary Data
• Research instruments : Structured Questionnaire used to collect data from 450
respondents

Pilot study
• A pilot study was conducted for finalization of the questionnaire and interview
schedule. Fifteen beneficiaries were interviewed using the original interview
schedule and questionnaire.
 Sampling Frame

Scooter Sales and percentage to total Two Wheeler (2012-16)

Year Two Wheeler Scooter Percentage of Scooter

2012 13409150 2558981 19.08

2013 13797185 2923424 21.19
2014 14806712 3602744 24.33
2015 15975561 4500920 28.17
2016 16455911 5031678 30.58
Total 74444519 18617747 25.01
 Reliability Statistics

Cronbach's Alpha Cronbach's Alpha Based on N of Items

Standardized Items

.760 .878 66

Cronbach's Alpha consistency table

Cronbach’s alpha test was
Cronbach's alpha Internal consistency
performed to check the
reliability of questions or
α ≥ 0.9 Excellent
items. The above tables
display several results
0.9 > α ≥ 0.8 Good obtained. The Cronbach’s
alpha test was performed
0.8 > α ≥ 0.7 Acceptable and it resulted in an
overall score of 0.760
0.7 > α ≥ 0.6 Questionable indicating internal
consistency of the items
0.6 > α ≥ 0.5 Poor

0.5 < α Unacceptable

Cronbach's alpha Internal consistency

 Data Analysis

• As far as the From the above graph we

‘respondents’ age’ is
concerned, the major
age group is of 21-30
(74.89%) whereas the
minor age group is of
Above 51 (1.78%).
can infer that, as far as the
‘respondents’ gender’ is
concerned, the major group
is of Male (54.67%) whereas
the minor group is of Female
(45.33%).
• From the above graph we
can infer that, as far as the
‘respondents’ Qualification’
is concerned, the major
group is Post Graduate &
Higher (71.33%) whereas
the minor group is of
Primary school (2.44%).
From the above graph we can
infer that, as far as the
‘respondents’ Number of working
family members’ are concerned,
the major group is of 2 members
(44.44%) whereas the minor
group is of More than 5 (4.44%).
From the above graph we can infer that,
as far as the ‘respondents’ Number
of family members using gearless
two wheeler’ are concerned, the
major group is of 2 members
(43.56%) whereas the minor group
is of More than 5 (2.22%).
From the above graph we can infer
that,as far as the ‘respondents’
Occupation’ is concerned, the
major group is of Students
(48.89%) whereas the minor group
is of Government servants (4.67%).
From the above graph we can infer
that, as far as the ‘respondents’
income’ is concerned, the major
group is of 3-7 lacs (47.78%)
whereas the minor group is of
Above 10 lacs (12.89%).
From the above graph we can infer that,
as far as the ‘Name of the Company’ is
concerned, the major group is of Honda
(51.78%) whereas the minor group is of
Bajaj (0.22%).
• From the above graph we can infer
that, as far as the ‘Name of the
Model’ is concerned, the major
group is of Activa (42.89%) whereas
the minor group is of Kristal (0.22%).
From the above graph we can infer that,
as far as the ‘No. of total Gearless Two
Wheeler in family’ is concerned, the
major group is of 1 (63.33%) whereas the
minor group is of More than 4 (0.22%).

• From the above graph we can infer
that, as far as the ‘Who Purchased
Gearless Two Wheeler / Who paid the
money?’ is concerned, the major
group is of Parents (55.33%) whereas
the minor group is of Other (1.33%).
From the above graph we can
infer that, as far as the ‘Who
Decided/Finalized the model of
the Gearless Two Wheeler?’ is
concerned, the major group is of
Self (65.11%) whereas the minor
group is of Other (1.11%).
• From the above graph we can
infer that, as far as the ‘What
is good Price range which to
be paid for the Gearless Two
Wheeler?’ is concerned, the
major group is of Rs.35000-
Rs.55000 (38.89%) whereas
the minor group is of Below
Rs.35000 (8.44%).
: From the above graph we can infer that, as
far as the ‘For what purpose you use your
gearless scooter?’ is concerned, the major
group is of Travel to school/college (48.89%)
whereas the minor group is of Recreational
(0.67%).
From the above graph we can infer
that, as far as the ‘Rate the
following brands which you
consider at the time of
purchase?’ is concerned, the
major group is of Honda
(19.55%) whereas the minor
group is of Bajaj (14.63%).
From the above graph we can
infer that, as far as the ‘Factors
affecting the buying decision’ is
concerned, the major group is of
Utility (19.46%) whereas the
minor group is of Other (11.07%).
• From the above graph we can
infer that, as far as the ‘Why Did
you Purchase this particular
Brand/Company and particular
model?’ is concerned, the major
group is of Mileage (14.15%)
whereas the minor group is of
Finance available (12.26%).
From the above graph we can infer
that, as far as the ‘Factors affecting
while selection of bike’ is
concerned, the major group is of
Brand (6.41%) whereas the minor
group is of Product warranty
(5.22%)
 Hypothesis Testing

Hypothesis 1:-
Utility is the most influencing factor in the buying behavior of consumer while buying gearless scooter.
• H0= Factors influencing purchase decision of scooter do not differ in magnitude. (Mean ranks are equal)
• H1= Factors influencing purchase decision of scooter differ in magnitude. (Mean ranks are not equal)

Utilitarian value of gearless scooter

Variable / Factor Mean Rank
Utility of the scooter 4.29
Brand image of scooter 4.10
Easy availability of the scooter 3.29
Maintain the status in the society 3.11
Scooter as a Gadget 2.83
External look of scooter 3.37

Test Statistics

N 403
Chi-Square 336.408
Df 5
Asymp. Sig. 0
 Friedman Test:-

Chi square (χ2) = 336.408, p=0.000 N=55

• Conclusion= Since P value (0.000) is less than level of significance (0.05) the null
hypothesis is rejected.
• Hence it is concluded that factors influencing purchase decision of gearless scooter
significantly differ in magnitude of preference.

Z - Test for Utility as an imp. Factor

• H0: The proportion of respondents who favours that the Utility is the most influencing
factor in the buying decision is less than or equals to 50%
• H1 : The proportion of respondents who favours that the Utility is the most influencing
factor in the buying decision is more than 50%
• Mathematically H0 : P<=0.5 Vs H1 : P > 0.5

Sr No Issue P S.D. Z_cal L.O.S. Z_table p_value Decision

1 Utility 0.95 0.01 42.17 5% 1.64 0 Reject H0

• Hypothesis The proportion of respondents who favours that the Utility is the most
influencing factor in the buying decision is 50% is rejected. Alternatively we accept our
alternative hypothesis
Skewness, Kurtosis, Coefficient of variance (COV) Analysis

Table No.-5.4.1 Utility of the scooter

Mean 3.45
S.D. 0.671
Skewness -1.407
Kurtosis 2.865
COV 19.44

Table No.-5.4.2 Utility of the scooter

skewness and Kurtosis
values further reaffirm
Cumulati
 
Frequenc
y Percent ve meaningfulness of mean
Percent
hence it is concluded that
Strongly
disagree
13 2.9 2.9 respondents AGREE that
Disagree 6 1.3 4.3 utility of scooter has an
Valid Agree 194 43.1 47.9
impact on purchase
Strongly agree 232 51.6 100
decision.
Total 445 98.9  
Missing 0 5 1.1  
Total 450 100  
Hypothesis2:
Brand image of scooter is the most influencing factor in the buying behavior of
consumer while buying gearless scooter.
• H0= Factors influencing purchase decision of scooter do not differ in magnitude.
(Mean ranks are equal)
• H1= Factors influencing purchase decision of scooter differ in magnitude. (Mean
ranks are not equal)
• Test:- Friedman Test

Brand image of gearless scooter Test Statistics

Variable / Factor Mean Rank

Utility of the scooter 4.29 N 403

Brand image of scooter 4.10
Easy availability of the Chi-Square 336.408
scooter 3.29
Maintain the status in the 3.11
society Df 5
Scooter as a Gadget 2.83
External look of scooter 3.37 Asymp. Sig. 0
Chi square (χ2) = 336.408, p=0.000 N=55

Conclusion= Since P value (0.000) is less than level of significance (0.05) the null hypothesis is rejected.

Hence it is concluded that factors influencing purchase decision of gearless scooter significantly differ in
magnitude of preference.

Method 2:- Z test

Hypothesis:- Brand image of scooter is the most influencing factor in the buying behavior of
consumer while buying gearless scooter.
H0: The proportion of respondents who favours that the Brand-image is the most influencing
factor while selection of Gearless Scooter is less than or equals to 50%
H1 : The proportion of respondents who favours that the Brand-image is the most influencing
factor while selection of Gearless Scooter is more than 50%
Mathematically H0 : P<=0.5 Vs H1 : P > 0.5
Z table for Brand image

Sr Issue P S.D. Z_cal L.O.S. Z_table p_value Decision

No
Brand Reject H0
1 0.97 0.01 55.15 0.05 1.64 0
image

• Hypothesis The proportion of respondents who favours that the Brand Image
is the most influencing factor in the buying decision is 50% is rejected.
Alternatively we accept our alternative hypothesis
 Analysis using - Skewness, Kurtosis, Coefficient of variance (COV) and
percentage Analysis.

Table No.- 5.10 Brand image of scooter

Mean 3.34
S.D. 0.573
Skewness -0.328
Kurtosis 0.164

COV 17.15

Table No.-5.10.1 Brand image of scooter Skewness and Kurtosis

Frequenc Percent Valid Percent Cumulative values further reaffirm
y Percent
meaningfulness of mean
Strongly
disagree
2 .4 .4 .4 hence it is concluded
Disagree 17 3.8 3.8 4.3 that respondents AGREE
Valid Agree 254 56.4 56.8 61.1 that Brand image of
Strongly
174 38.7 38.9 100.0 scooter has an impact on
agree
purchase decision.
Total 447 99.3 100.0
Missing 0 3 .7
Total 450 100.0
Hypothesis 3:-
Impact of annual family income on brand selection of gearless scooter.
H0: Income does not influence a brand selection of gearless scooters.
H1: Income does influence a brand selection of gearless scooters.
[Bartlett's Test of Sphericitya

Likelihood Ratio 0

Approx. Chi-Square 153.288

Df 44

Sig. 0

Box's Test of Equality of Covariance Matricesa

Box's Test of Equality of Covariance Matricesa
The Bartlett's Test of Sphericity is
Box's M 244.582
statistically significant; p value is less
F 1.753 than 0.001 indicating sufficient
df1 90 correlation between dependent variable
to proceed with the analysis
df2 2668.665
Sig. 0
 Bartlett's Test of Sphericitya
Bartlett's Test of Sphericitya
Likelihood Ratio 0
Approx. Chi-Square 153.288
df 44
Sig. 0
Box's test of Equality of Covariance Matrices was statistically significant (P value is
less than 0.001) indicating that the observed covariance matrices of the dependent
variable were unequal across independent variable groups, hence a Pillai's trace was
employed to evaluate all multivariate effects. The Pillai's Trace was insignificant at
5% level of significance.
Multivariate Testsa
Effect Value F Hypothesis Error df
df
ANNUALFA Pillai's Trace 0.446 0.873 27 135
MILY
INCOME Wilks' Lambda 0.589 0.931 27 126.224

Hotelling's Trace 0.642 0.991 27 125

Roy's Largest Root 0.543 2.715c 9 45

 Multivariate Testsa
Effect Sig. Partial Eta Noncent.
Squared Parameter
Pillai's Trace 0.648 0.149 23.57
Wilks'
ANNUALFA Lambda 0.568 0.162 24.398
MILY Hotelling's
INCOME Trace 0.487 0.176 26.746
Roy's
Largest Root 0.013 .352c 24.433

Multivariate Testsa
Observed
Effect Power

Pillai's Trace 0.723

ANNUALFAMILY INCOME Wilks' Lambda 0.738
Hotelling's Trace 0.789
Roy's Largest Root 0.91

Pillai's Trace = 0.446, f (27, 135) = 0.873, P Value=0.648

Since P value is more than 0.05 the null hypothesis is retained, hence it can be concluded that
income does not influence brand selection of gearless scooter.
Hypothesis 4:
Whether male and female differ in importance given to technical specifications while purchase of
gearless scooter.
There is no significant difference in the impact of technical specification of gearless scooters on
purchase decisions of male and female customers.
MANOVA test
Research Question:-
Whether male and female differ in importance given to technical specifications while purchase of
gearless scooter.
Variables and Measurement:-
Independent variable: Income ( 1=Male, 2=Female )
Between-Subjects Factors
  Value Label N
Gender of the 1 Male 204
respondent
2 Female 165

H0: Male/Female do not give more importance to technical specifications preferred.

H1: Male/Female does give more importance to technical specifications preferred.

Z tests for Factors affecting while selection of Scooter (Male)

 Z tests for Factors affecting while selection of Scooter (Male)
Sr No Issue P S.D. H0 H1 Z_cal L.O.S. Z_table p_value Decision
1 Brand 0.97 0.01 P= 0.5 P ≠ 0.5 44.48 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
2 Mileage 0.96 0.01 P= 0.5 P ≠ 0.5 34.55 5% 1.64 0 Reject H0 ( i.e. p > 0.5)

3 Aesthetic look 0.93 0.02 P= 0.5 P ≠ 0.5 26.65 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
4 Quality 0.91 0.02 P= 0.5 P ≠ 0.5 23.27 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
5 Engine 0.91 0.02 P= 0.5 P ≠ 0.5 21.9 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
6 Style 0.9 0.02 P= 0.5 P ≠ 0.5 21.27 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
silence
7 controller 0.89 0.02 P= 0.5 P ≠ 0.5 19.07 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
8 Disc Break 0.89 0.02 P= 0.5 P ≠ 0.5 19.07 5% 1.64 0 Reject H0 ( i.e. p > 0.5)

Digital
9 Speedometer 0.86 0.02 P= 0.5 P ≠ 0.5 16.06 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
10 Durability 0.85 0.02 P= 0.5 P ≠ 0.5 15.34 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
11 Break 0.81 0.03 P= 0.5 P ≠ 0.5 12.33 5% 1.64 0 Reject H0 ( i.e. p > 0.5)

12 clutch wires 0.8 0.03 P= 0.5 P ≠ 0.5 11.81 5% 1.64 0 Reject H0 ( i.e. p > 0.5)

13 Resale Value 0.79 0.03 P= 0.5 P ≠ 0.5 11.09 5% 1.64 0 Reject H0 ( i.e. p > 0.5)

14 Seat comfort 0.77 0.03 P= 0.5 P ≠ 0.5 9.97 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
15 Pick up 0.61 0.03 P= 0.5 P ≠ 0.5 3.53 5% 1.64 2E-04 Reject H0 ( i.e. p > 0.5)
Product
16 Warranty 0.56 0.03 P= 0.5 P ≠ 0.5 1.93 5% 1.64 0.027 Reject H0 ( i.e. p > 0.5)
17 Auto start 0.5 0.03 P= 0.5 P ≠ 0.5 0 5% 1.64 0.5 Accept H0

Male customers give importance to the technical specification as almost all (except for Auto start) null
hypothesis were rejected and alternate hypothesis accepted. This shows that Male customers have given more
importance to technical specification.
 Factors affecting while selection of Scooter (Female)

H0 H1 p_valu
Sr No Issue P S.D. Z_cal L.O.S. Z_table e Decision

1 Brand 0.96 0.01 P= 0.5 P ≠ 0.5 33.91 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
2 Mileage 0.96 0.01 P= 0.5 P ≠ 0.5 31.71 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
3 Aesthetic look 0.93 0.02 P= 0.5 P ≠ 0.5 23.34 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
4 Quality 0.92 0.02 P= 0.5 P ≠ 0.5 21.53 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
5 Style 0.89 0.02 P= 0.5 P ≠ 0.5 17.49 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
6 Disc Break 0.89 0.02 P= 0.5 P ≠ 0.5 17.49 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
7 Engine 0.86 0.02 P= 0.5 P ≠ 0.5 15.06 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
8 silence controller 0.84 0.03 P= 0.5 P ≠ 0.5 13.48 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
9 clutch wires 0.77 0.03 P= 0.5 P ≠ 0.5 9.14 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
10 Durability 0.75 0.03 P= 0.5 P ≠ 0.5 8.46 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
11 Break 0.74 0.03 P= 0.5 P ≠ 0.5 7.82 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
12 Digital Speedometer 0.74 0.03 P= 0.5 P ≠ 0.5 7.82 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
13 Auto start 0.73 0.03 P= 0.5 P ≠ 0.5 7.42 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
14 Pick up 0.69 0.03 P= 0.5 P ≠ 0.5 5.73 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
15 Seat comfort 0.69 0.03 P= 0.5 P ≠ 0.5 5.73 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
16 Resale Value 0.68 0.03 P= 0.5 P ≠ 0.5 5.39 5% 1.64 0 Reject H0 ( i.e. p > 0.5)
17 Product Warranty 0.57 0.03 P= 0.5 P ≠ 0.5 2.12 5% 1.64 0.0169 Reject H0 ( i.e. p > 0.5)

Thus, it is clear that, Female customers give more importance to the technical
specification as all the null hypothesis were rejected and alternate hypothesis were
accepted. This shows that Female customers have given more importance to
technical specification.
 MANOVA test
Descriptive Statistics
  Gender of the respondent Mean Std. Deviation N

Male 3 0.666 204

Product warranty of
Female 3 0.812 165
scooter
Total 3 0.734 369
Male 2.95 0.629 204
Break mechanism Female 2.85 0.778 165
Total 2.9 0.7 369
Male 2.99 0.616 204
Seating comfort of scooter Female 2.95 0.743 165
Total 2.97 0.675 369
Male 3.07 0.57 204
Aesthetic value of scooter Female 3.14 0.671 165
Total 3.1 0.617 369
Male 3.21 0.503 204
Mileage Female 3.32 0.603 165
Total 3.25 0.552 369
Male 3.21 0.515 204
Engine of scooter Female 3.34 0.524 165
Total 3.27 0.522 369
Male 2.97 0.68 204
Pick-up of scooter Female 3.02 0.74 165
Total 2.99 0.707 369
Male 3.04 0.577 204
Button start scooter Female 3.12 0.661 165
Total 3.08 0.617 369
Male 2.75 0.715 204
Digital speedometer of
Female 2.86 0.803 165
scooter
Total 2.8 0.756 369
Male 2.92 0.594 204
Colour choice availability Female 2.81 0.754 165
Total 2.87 0.671 369
A two group subjects MANOVA was conducted on 16 dependent variables brand
names
Product warranty of scooter 2) Resale value of scooter 3) Break mechanism
4) Seating comfort of scooter 5) Silencer and its sound 6) Aesthetic value of
scooter
7) Mileage 8) Engine of scooter 9) Pick-up of scooter 10) Button start scooter
11) Digital speedometer of scooter 12) Colour choice availability 13) Overall
External look 14) Quality of scooter 15) Durability of scooter 16) Disc break
mechanism
4) Product Warranty of scooter
Male and female give equal importance to product warranty of gearless scooter while purchasing gearless
scooter. Male mean= 3, Female = 3, F= 0.000, P= 0.992

5) Resale value of scooter

Male and female give equal importance to Resale value of scooter of gearless scooter while purchasing gearless
scooter. Male mean = 3.039, Female mean = 3.121, F= 1.616 p = 0.886

6) Break mechanism
Male and female give equal importance to Break mechanism of gearless scooter while purchasing gearless
scooter. Male mean = 2.946, Female mean = 2.848, , F= 1.77 P = 0.371

7) Seating comfort
Male and female give equal importance to Seating comfort of gearless scooter while purchasing gearless
scooter. Male mean = 2.985, Female mean = 2.945, , F= 0.317 p = 0.663

8) Silencer and its sound

Male and female give equal importance to Silencer and its sound of gearless scooter while purchasing gearless
scooter. Male mean = 2.873, Female mean =2.758, F= 2.783 p = 0.087

9) Aesthetic value of scooter

Male and female give equal importance to Silencer and its sound of gearless scooter while purchasing gearless
scooter. Male mean = 3.206, Female mean = 3.315, F= 3.602 p = 0.055  
HYPOTHESIS 5:
Celebrity endorsement is not an effective tool of persuasion to facilitate customer to go for purchase of Gearless
Scooters.

Statistical test:- Binomial test

H0: The proportion of responses indicating, " Celebrity endorsement is not an effective tool of persuasion to facilitate
customer to go for purchase of Gearless Scooters." is less than or equal to 50%
H1: The proportion of responses indicating, " Celebrity endorsement is not an effective tool of persuasion to facilitate
customer to go for purchase of Gearless Scooters." is more than 50% (P>0.5)

Binomial Test
  Category N Observed Test
Prop. Prop.

Aware of Group 1 No 370 0.82 0.5

celebrity Group 2 Yes 80 0.18  
endorsement Total   450 1  

Observed Proportion:- 0.82, test proportion 0.5, p=0.000

Hence it is concluded that more than 50% of respondents agree that they were
not aware of the celebrity endorsing the gearless scooter at the time of
purchase of gearless scooter.
 Binomial Test
Observed
  Category N Test Prop.
Prop.

Marks given for Group 1 <= 5 383 0.85 0.5

celebrity Group 2 >5 67 0.15  
endorsement
Total   450 1  

Observed proportion:- 0.85, Test proportion:-0.5, p=0.000

Hence it is concluded that more than 50% of the respondents have given less marks to
the statement celebrity endorsement factor is a major influencing factor for the
purchase of gearless scooter

Binomial Test

Category N Observed Test Prop.

Prop.
Purchased Group 1 <=3 382 0.88 0.50
gearless scooter Group 2 >3 53 0.12
due to celebrity
Total 435 1.00

Observed proportion:- 0.88, Test proportion:-0.5, p=0.000

Hence it is concluded that more than 50% of the respondents have said that
they did not purchase gearless scooter because they like particular celebrity
endorsing that gearless scooter.
 Binomial Test
Category N Observed Prop. Test Prop.
Celebrity Group 1 <=3 371 0.87 0.50
endorsement Group 2 >3 55 0.13
impact was
significant Total 426 1.00

Observed proportion:- 0.87, Test proportion:-0.5, p=0.000

Hence it is concluded that more than 50% of the respondents have said they disagree that
celebrity endorsement was significant factor while purchasing a gearless scooter.

Summary of Hypothesis Testing

Z test for Effect of Celebrity Endorsement
H0: The proportion of respondents who favours that the Celebrity Endorsement is an
effective tool of persuasion to facilitate customer to go for purchase of Gearless Scooters
is 50%
H1 : The proportion of respondents who favours that the Celebrity Endorsement is an
effective tool of persuasion to facilitate customer to go for purchase of Gearless Scooters
is less than 50%
Mathematically H0 : P<=0.5 Vs H1 : P > 0.5
Sr No Issue P S.D. Z_cal L.O.S. Z_table p_value Decision

1 Effect of Celebrity 0.32 0.02 -8.42 5% 1.64 0 Reject H0

Endorsement

The proportion of respondents who favours that the Celebrity Endorsement is an

effective tool of persuasion to facilitate customer to go for purchase of Gearless
Scooters is less than 50% since p value is less than level of significance
 Summary of Hypothesis Testing
Hypothesis Rejected/
  H0 H1 Test Result Accpted
P value = (0.000)
<(0.05)
1 Factors influencing Friedman Test Null hypothesis Utility is one of the most
Factors influencing purchase decision of rejected. influencing factor on
purchase decision of scooter scooter differ in buying decision of
do not differ in magnitude magnitude. gearless scooter.
P value = (0.000) Brand Image is one of
Factors influencing <(0.05) the most influencing
2 Factors influencing purchase decision of Friedman Test factor on buying
Null hypothesis
purchase decision of scooter scooter differ in decision of gearless
rejected.
do not differ in magnitude. magnitude. scooter.
P Value=0.648
Income does Null hypothesis is Income does not
3 Income does not influence a influence a brand MANOVA influence a brand
retained
brand selection of gearless selection of gearless selection of gearless
scooters. scooters. scooters.
P=0 Male and Female
Male and Female customers give more
customers give more null hypothesis were
4 Z test preference to technical
Male and Female customers preference to rejected specification
do not give more preference technical
to technical specification

Responses indicating, " Responses indicating,

" Celebrity
5 Celebrity endorsement is not endorsement is not Binomial Test
an effective tool " is less
than or equal to 50% an effective tool ." is
more than 50%
(P>0.5)
The proportion of
P=0.000 Null
responses indicating, "
Hypothesis rejected
Celebrity endorsement
is not an effective ." is
more than 50% (P>0.5)
Findings of the research study

Utilitarian value of scooter:-

1) After applying Friedman test it was found that utility of the scooter has mean rank of 4.29 which is higher than the
other variables like Brand image, Easy availability, External look of scooter , Status symbol, considered as a gadget etc.
2) After applying Z test null hypothesis was rejected and it was accepted that utility of scooter has an impact on
purchase decision.
3) After checking frequency distribution and simple parentage analysis it is found that utility of the scooter has an
impact on purchase decision. Again it is further 43.1 percent of respondents agreed, 51.6 percent of the respondents
strongly agreed (total 95% respondents agreed ) that utility is the key. Hence it can be concluded that utility of scooter
has an impact on purchase decision.

Brand image of scooter:-

1)After applying Friedman test it was found that Since P value (0.000) is less than level of significance (0.05) and Brand
image of scooter has mean rank of 4.10. utility of the scooter has mean rank of 4.29 which is higher than the other
variables like Brand image, Easy availability, External look of scooter , Status symbol, considered as a gadget etc. Hence
it can be concluded that Brand image of scooter is second most important factor after utility.
2)After applying Z test it was observed that p value is more than level of significance so null hypothesis was rejected
and it was accepted that brand image of the scooter has an impact on purchase decision.
3)After Skewness, Kurtosis, COV (Coefficient of variance), frequency and percentage analysis it can be seen that mean
= 3.34, S. D. = 0.573 and COV = 17.15 are meaningful values and we can say that respondents agree that Brand image
of scooter has an impact on purchase decision.
Impact of income of consumer on brand selection of gearless scooters
1) After applying MANOVA Test it was found that P Value=0.648, so P value is more than 0.05 which means
income does not influence brand selection of gearless scooter.

2) It can be seen from the above graph that major Brands like Honda, TVS, Hero and Suzuki were purchased
by all the respondents having different annual family income. There is no significant correlation
found between income group and purchase of specific brand of the scooter. Brand Honda was
purchased by 63%, 50%, 45% and 50% of the people from annual family income groups of Below 3 Lakhs,
3 to 7 Lakhs, 7 to 10 Lakhs, and Above 10 Lakhs respectively.

4) Impact of technical specification of gearless scooters on purchase decisions of male and female
customers.
1) MANOVA Statistical Test :- A two group subjects MANOVA was conducted on technical factors/ variables
and found that Male and female give equal importance to Product Warranty of scooter, Resale
value of scooter, Break mechanism, Seating comfort, Aesthetic value of scooter, Silencer and its sound,
Mileage of gearless scooter while purchasing gearless scooter

2) It can be seen from the graphs charts that there is no significant difference between the technical factors
expected by both the gender
Factors preferred by the female are:- Brand (98%), Mileage (96%), Aesthtic look (84%), Quality(96%), Style
(89%), Engine(96%), silence controller (69%) , clutch wires, Break (68%), Durability (92%).
Factors preferred by the male are:- Brand (93%),, Mileage(91%), Aesthtic look(89%), Quality(97%),
Engine(96%), Style (90%), silence controller (77%), Disc Break(79%), Digital Speedometer (61%),
Durability (91%).
5) Celebrity endorsement is not an effective tool to influence respondents to purchase gearless
scooter.
1) Binomial test:- when the binomial test was applied to the variable "awareness of celebrity
endorsement", 82% respondents could not tell the right celebrity endorsing the gearless scooter.
Test proportion was taken as 0.5 since more than 50% of favorable responses to a particular category
suggest greater approval for this category, Hence it is concluded that more than 50% of respondents
agree that they were not aware of the celebrity endorsing the gearless scooter at the time of
purchase of gearless scooter.
2) Binomial test:- when the binomial test was applied to the variable purchased scooter because I like
particular celebrity endorsing that gearless scooter"
Observed proportion:- 0.88, percentage- 88%, Test proportion:-0.5, p=0.000 so we can say that the
respondents did not purchased gearless scooter because of celebrity endorsement.
3) Binomial test:- How many marks (out of 10, 1 being least and 10 being best) would you
(Respondent) give to celebrity endorsement factor as a major influencing factor for the purchase of
gearless scooter.
Observed proportion:- 0.85, Test proportion:-0.5, p=0.000
Hence it is concluded that more than 50% of the respondents have given less marks to the statement
celebrity endorsement factor is a major influencing factor for the purchase of gearless scooter

2) Skewness, Kurtosis, COV (Coefficient of variance), frequency and percentage analysis

From the descriptive statistics table it can be seen that mean = 2.26, S. D. = 0.734 Skewness = 0.385,
Kurtosis = -0.327 and COV = 32.47= 33% since COV is almost equal to 33%, mean is a meaningful
value. Skewness and Kurtosis values further reaffirm meaningfulness of mean hence it is concluded
that respondents DISAGREE that Celebrity endorsement has an impact on purchase decision.
 Conclusion of the research study
1.Utilitarian value of the scooter was major factor influencing the purchase decision of gearless
scooters.
• Majority of the respondents (more than 80% of respondents) said that the ease to handle scooter,
Driving comfort, Light weight of scooter, Storage space, Auto start, Overall external look, Colour
choice, Graphics, Aesthetic value, Design, Style were the important influencing factors behind the
purchase of gearless scooter. Because of these factors gearless scooter can be used as a family
vehicle. it can be used by any age group or any gender. 80% of the respondents have purchased
unisex scooter that can be used by both the gender. It means if manufacturer increases utilitarian
value of the scooter there is chances of acquiring more customers. It is concluded that gearless
scooters has more utilitarian value as they are easy to handle, can be driven comfortably, seat is
comfortable, multipurpose, light weight and can be driven by all age groups.
2. Brand was the major influencing factor as 95% of the respondents agree that brand image was
important for them. majority of the respondents said that brand reputation is important for them.
Respondents (74%) also agreed that they purchased the particular brand which they like and
attracted towards due to its brand image. Respondents also agreed that they were aware about the
major brands and they could distinguish the brands with their specific features. It is revealed
by the respondents that brand awareness, brand image and brand reputation is the major factors
while buying the gearless scooter. It is concluded that the producer has to concentrate on the said
parameters to influence the purchase decision.
3. Income of Respondents:-
• Respondents irrespective of income groups have purchased different kinds of brands and not one
particular brand. similarly all the brands are purchased by more than 1 income group so there is no
correlation between one specific brand and one specific income group. for example Honda brand is
somewhat equally purchased by all the income groups namely below 3 lacs, 3-7 lacs, 7-10 lacs,
and above 10 lacs. Similar trend was seen for the other brands also. in addition to that
respondents (75%) have preferred to opt for finance scheme. Respondents (70%) of the
respondent agreed that price of the scooter is also important influencing factor.
4. Male and female customers have preferred the same set of the technical factors, if we
consider top 10 technical factors considered by the male and female customers seven
factors were the same factors considered by the both the gender.
• Factors preferred by the female are :- Brand, Mileage, Aesthtic look, Quality, Style,
Engine, silence controller, clutch wires, Break, Durability.
• Factors preferred by the male are :- Brand, Mileage, Aesthtic look, Quality, Engine, Style,
silence controller, Disc Break, Digital Speedometer, Durability.
• It was reported that 80% of the customers are purchased and using unisex scooter
which is manufactured for both the gender.
• Mostly one gearless scooter was used by multiple family members as 63% of the
respondents agreed that more than one family member is using gearless scooter.
and majority of the families have only one gearless scooter in their home.

5. Celebrity endorsement was not the major factor influencing the gearless scooter.
Respondents fail to identify, remember and name the celebrity endorsing the gearless
scooter. respondents (82% ) were not aware about the celerity endorsing the gearless
scooter. Even respondents (85% ) rated the celebrity endorsement below 5 out of 10
rating. Respondents (88%) were disagree that they purchased gearless scooter due to
the celebrity endorsement. Even few respondents (61%) said the celebrity endorsement
impact was there at the time of purchase of gearless scooter. Respondents believe that
celebrities do lot of different advertisement for the money. Respondents believe that
performance on the roads is the influencing factor so they preferred technical factors
and brand image
• More Important Factors:- This group includes factors which are more important
to the respondents as these factors have influenced their buying decision.
These are the factors where more than 90% of the respondents have agreed
that they influenced purchase decision of gearless scooter. This group includes
Ease to handle the vehicle, Driving comfort, Quality of scooter, Engine of the
scooter, Brand image of the scooter, Utility value of the scooter, Design of the
scooter, Speed of the scooter, Service centers availability, Maintenance,
Updated technology used in the scooter, Durability of the scooter, Mileage of
the scooter, Style of the scooter.
• Figure shows that factors are divided into 4Ps Product,
Price, Place and promotions.
• In this figure Factors influencing gearless scooter divided
into the four P's of Marketing- Product, Price, Place and
Promotion.
 Suggestions of the research study:
Utilitarian value of gearless scooters :-
• Manufacturer/company should increase the utilitarian value of the scooter.
manufacturer/company should add more features, latest features like mobile charger,
digital speedometer, petrol tank to the back side of vehicle, metal body, higher cc
engine capacity, unisex design and colours, graphics etc. manufacturer/company
should concentrate on ease to handle, driving comfort, light weight of scooter, storage
space, auto start, overall external look, colours, graphics, aesthetic value, design, style
were the important influencing factors behind the purchase of gearless scooter agreed
by the respondents.
Brand Image of the gearless scooter:-
• Customer is spending major part of their hard earned money to buy gearless scooter.
customer has options to choose popular and trustable brand for satisfaction.
manufacturer or company should build good brand image, create good reputation
among the customers. undertake brand building activities. get the recognition from the
customers as a trustable and innovative brand. Keep the track of competitors brand
building activities. Manufacturer or company has to distinguish their brand from the
other competitors.
Income of customers and brand selection of gearless scooter:-
• Manufacturer/company should target customers with 3-7 lacs and 3 lacs annual family
income. These two income groups has purchased maximum gearless scooters and
reported as a major income groups in the research study. Manufacturer/company
should provide them finance scheme as per their need. Manufacturer/company should
launch the gearless scooter between price range Rs. 35000 - Rs.55000 as this is the
most favoured price range.
Celebrity endorsement influencing purchase decision of gearless scooter:-
• It is concluded that Celebrity endorsement is not an effective tool of persuasion
to facilitate customer to go for purchase of Gearless Scooters as respondents
are aware of the fact that gearless scooter can be well judged by the
performance of scooter on the road and celebrities are doing multiple
advertisement for multiple brands for remuneration.

Unisex Scooter/ Scooter can be used by both the gender:-

• Manufacturer/company should brand the gearless scooter as a family vehicle.
Unisex scooters should be given preference as it can be used by both the
gender and all the members of the family. Manufacturer/company should add
the technical features which is required by the both the gender. Since 74.89
percent of the respondents are in the age group 21-30 years, thus the
markers/sellers/producers should target this age group for marketing strategies.
It is found that 54.67 percent of the total respondents are male and 45.33
percent of the total respondents are female. It is suggested to the
markers/sellers/producers that they must give emphasis equally to both of
them.
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Thank You!