Consumer Behaviour Towards the Purchase Decision of Two - Wheeler - A Qualitative Analysis
Keywords:
Consumer behaviour, Awareness, Perception, Motor vehicleAbstract
Background: Marketing is the most vital activity which is employed by all organization engaged in manufacturing and selling of products and services. Objectives: To test the perception of women consumers regarding the purchase of two-wheeler and enhance the level of awareness among women consumers. Materials and Methods: An exploratory and descriptive study was planned around the area of Delhi NCR. Both primary and secondary data sources were used as data collection tool. The data was collected through pre-tested, validated questionnaire including questions regarding demographic details, perception and awareness regarding two- wheeler. SPSS (trial version 22) was used for analysis. Frequency tables were used. Results: the most common age group was found to be 20-30 years comprising 52% of participants. All the respondents, i.e. 100%, said that Two-wheeler was the most preferredTwo-wheeler compared to scooters and mopeds. Out of total 148, 126 respondents, i.e. (85.1%), agreed that they had tried to get more and moreinformation before purchasing a purchasing.28.4%, responded that their friends / relatives weremain source of information. Second main source of information, given by 32.4% respondents, was company showroom / dealers.
Conclusions: The present study of consumer behaviour provides an insight into varied factors that influence the purchasing behavior of two wheelers like product quality, durability, serviceability, reliability, aesthetics, features, pricing.
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