Presented by: Ankita Sinha Pallavi Jaiswal Vikash Kumar

The two-wheeler industry in India has grown rapidly in

the country since the announcement of the process of liberalization.

Currently, India is the second largest producer of two-

wheelers in the world.

It stands next only to China and Japan in terms of the

number of two-wheelers produced and the sales of twowheelers respectively.

In the year 2005-2006, the annual production of two-

wheelers in India stood at around 7600801 units.

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

peculiar to India. poor public transport in many parts of India. two-wheelers offer a great deal of convenience and mobility for the Indian family.
The change in the government's policy owning to pollution

control norms and the Kyoto agreement saw the phasing out of two stroke two-wheelers from production.
Currently , around 10 two-wheeler manufacturers in the country.

 Purchased decision making pattern of a buyer that is a

complex amalgam of needs and desire, and is influenced by factors such as the consumers societal role(parent, spouse, worker, etc),social and culture environment and norms, and aspirations and inhibitions.

 Behavior that consumers display in searching

for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.
by LG. Schiffman & LL Kanuk

 Consumer satisfaction or dissatisfaction can be measured by the

attitude someone has after a product has been purchased. by Donnelly &Ivancevich,1970 Consumer buying behavior may be defined as the environment and decision process affecting individuals when evaluating, acquiring, using or disposing of goods, services or ideas. In consumer buying context there are a plethora of different environment and decision related variables that can impact on the decision of whether or not to initiate a purchase. Loudon &Della Bitta,1993

 Comprises of five stages mainly

1. Problem Identification: Starts when the buyer recognizes a problem or need Can be triggered by internal or external stimuli

 2. Information Search

Personal Sources: Family, friends, neighbor

Commercial Source: Advertising, sales persons,

dealers, packaging, displays Public sources: mass media, consumer, rating organizations Experimental sources: Handling. Examine, using the product

3. Evaluation of Alternative: The consumer looks for certain benefits from the products and tries to find it in available options 4 . Choice of purchasing decision: Which types of bike he must buy? From whom to buy a bike and how payment to be made?

5. Post Purchase Behavior : Post Purchase Satisfaction; Post purchase Action; Post-Purchase Use or Disposal:

Characteristic of Buyer Behaviors

(1) consists of mental and physical activities which consumers undertake to get goods and services for satisfaction. (2) includes both observable activities and making a purchase and mental activities-such as forming attitudes, perceiving advertising and to prefer brands.

 Characteristic of Buyer Behaviors

(1) consists of mental and physical activities which consumers undertake to get goods and services for satisfaction. (2) includes both observable activities and making a purchase and mental activities-such as forming attitudes, perceiving advertising and to prefer brands. (3) Consumer behaviors are very complex and dynamic to changes (4) affected by internal factor, such as need motives, perception, and attitudes, as well as by external of environmental influences such as the family social groups, culture, economics and business influences.

Marketing Research

Research Problem Determine consumer buying behavior, consumer preferences and the main factors affecting purchase decision of two wheelers . Objective of Research To understand the consumer buying behavior in Patna while purchasing of two wheelers.

Category of Research
We chose descriptive and exploratory research for the survey.

Information Needed Top of mind share of consumers.

Factors responsible for purchase decision making. Role of family in purchasing decision. Mode of payment. Influence of income and occupation on buying behavior.

Data Collection Method

Primary Data
Questionnaire, Personal Interview

Secondary Data
Websites Articles and Journals

 Sampling Plan
Sample Unit Customers Sample Size 40

Dealers
Total

4
44

Sampling Procedure

Judgmental Sampling: We chose our respondents based on the belief that those who have already bought the two wheeler would be able to respond in a better way.

Con1

Con2
Brand predetermine d

Con3
Brand predetermin ed

Every thing is predetermin ed

Variant selection

Variant,Mod el pre determined

Purchase made after color selection

Decision on color

Final purchase is made


5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 18-25 26-30 31-40 ABOVE 40

HERO HONDA

BAJAJ

YAMAHA

HONDA

TVS

OCCUPATION-WISE CLASSIFICATION
35 45 40 30 35 25 30

INCOME WISE CLASSIFICATION

25
20 20 % Series1 15 10 10 5 5 0

15

0 STUDENT BUSINESS SERVICE OTHERS

above 40 5% 31-40 25% 18-25 35%

26-30 35%

LOAN, 35 DOWN PAYMENT , 30

EMI, 35

% OF RES

WORD OF MOUTH PUBLICITY

MAGAZINE % OF RES

T V ADVERTISEMENT

NEWS PAPER

10

15

20

25

30

35

ATTRIBUTE OF TWO WHEELERS BRAND VALUE LOOK WISE PICK UP FUEL EFFICIECY SERVICE PRICE COLOUR

MEAN 4.125 4.075 3.8 4.4 4.15 4.35 4.52

RIDING COMFORT

4.1

 Among 18-25 age group, the respondents have

more inclination towards brand, look of the bike and pick up.(average being 4.5,5&5 respectively) Among 26-30 age group, the respondents choices have more emphasis on brand, fuel efficiency and service.(average being 5,4.69&4.78 respectively) Whereas people of 31-40 age group gave more emphasis on service and fuel efficiency.(average being 4.45 and 4.6 respectively)

 Students have a inclination towards pick up of

the bike, look, brand and color of the product.(average being 4.6,4.35,4.3&4.2 respectively) Most of the servicemen go primarily with fuel efficient and good servicing bikes.(average of which are 4.5&4.6 respectively) Business class people like to choose high performance two wheelers i.e. fuel efficient, look and the brand name.(average of which are 4.45,4.6 & 4.65)

 People of income group less than Rs 25000 per

month go with fuel efficient and for them price matters a lot.(mean of which is 4.7& 4.5)

 Most of the consumers are predetermined about

the brand of bike hence money is not a constraint Most of them are well informed about model and variants They ask for trial or test ride Enquire about the mode of payment and insurance cover scheme During festive season the purchase of bike is at peak and consumers are attracted towards gift and offerings

Thank You