Buying Behaviour of Two Wheeler REPORT

JAGANNATH institute of MANAGEMENT STUDIES

REPORT ON

COSUMER BUYING BEHAVIOUR OF TWO WHEELER

Submitted to: - Submitted by:-

Mr. Vijay Nagrani Pramod Semwal

Kavita Asnora

ACKNOWLEDGEMENT

We wish to express our sincere thanks to prof. Mr. Vijay nagrani, visiting faculty- jagannath institute of management study, greater noida for giving us the opportunity to work on the marketing research of consumer buying behaviour of two-wheeler. This has given us the insight of how consumers buying behaviour got influenced by certain factors. I got the opportunity to do this project in greater noida in various colleges and societies. The project is the important part of our study and gives us a real practical exposure to study the consumers buying behaviour in corporate world.

INDEX

S. No. Topics1 Introduction 42 History 43 Indian two wheeler industry 44 Abstract 75 Objective 86 methodology 87 Descriptive 88 Analysis 119 Conclusion 3510 Annexure 3611 Compilation of statistical data 3712 Bibliography 48

Introduction

India is the second largest producer of the two-wheelers. The two wheeler segments contribute the largest volume amongst all the segments in automobile industry. The country stands next to China and Japan in terms of production and sales respectively. The industry is growing at 30 % annually. It consists of three segments viz. scooters, motorcycles and moped. Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the two-wheeler industry, bikes and scooters cover a major segment. Bikes are considered to be the favourite among the youth generation, as they help in easy commutation.

HISTORY

Indian two wheeler industry is as old as 56 years. Bajaj auto began trading in imported Vespa scooters in 1948. Until the mid 80’s there were only three major motorcycle manufacturer in India namely Raajdoot, Escort and Enfield. The two wheeler market was opened to foreign manufacturer in the mid 80’s. In 1984 hero group entered the market in joint venture with japans’ Honda group.

MAJOR PLAYERS IN 2-WHEELER INDUSTRY HERO

HONDA

Established in 1984-joint venture Largest manufacturer of two wheeler in India Manufacturing unit Daruhera and Gurgaon

Product segmentationUp to 100 cc- CD Dawn, CD Deluxe, Splendor plus, Splendor NXG, Passion.100 to 135 cc- Glamour, super splendor, Honda pleasure.More than 150 cc- Achiever. CBZ Extreme, Hunk, Karizma, Stunner.

BAJAJ

Established in 1945 and started selling imported 2-wheeler. It is India’s largest and world’s 4th largest two wheeler maker. In 1959 it started manufacturing two wheelers in India. It is based in Pune Maharashtra with plants in Akurdi and

Chakan, Waluj, Pantnagar in Uttaranchal,

Production segment

Up to 100 cc- Platina100 to 135 cc- XCD 125, 125 DTS Si, Discover 135, Kristal DTSI.More than 150 cc- Pulsar 150, 180, 200, 220 DTSi. Avenger DTSi

Other two wheeler companies are:-

Yamaha Yamaha R15(153 cc) Yamaha FZ(150 cc) Yamaha SZ(150 cc) Yamaha gladiator(125 cc) Yamaha fazer(100 cc) Yamaha lebero(100 cc) Yamaha alba(100 cc)

Tvs. Tvs victor GLX 125 Tvs centra (100 cc) Tvs apache(150 cc) Tvs star sports(100 cc) Tvs fiero

ABSTRACT

This study is based to identify the factors that influencing the consumer buying of the two wheeler at Greater noida in India. The survey is mainly focused on the buying behaviour of the consumers and what motivates them to purchase the two-wheeler. We conducted the survey through the collection of primary data with structured questionnaires (likert scale). After completing our study it is found out that mostly the young generation segment are using the two wheelers and the customers are motivated from advertisement, family, friends. Customers are generally looking for the instalment offer as well as price, promotion

Objective:-

1. General objectives

To identify the factors that influences the customer to purchase the two-wheeler.

To find out how the customers are motivated and encourage purchasing 2-wheeler.

2. Specific objectives

To identify the factor influence the customer on the basis of price, brand, feature, look, mileage, engine power.

To identify the personal factors influence the customer on the basis of age, income level, occupation, status.

Methodology:-

The project is based on primary data –

Primary data:-

a) Information from sample size of 60 respondents.b) Questionnaire design- close ended questionsc) Research place – Greater noida

DESCRIPTIVES

Statistics

gender age occupation

N Valid 60 60 60

Missing 0 0 0

Mean 1.3500 2.9000 2.3500

Median 1.0000 3.0000 3.0000

Mode 1.00 2.00a 3.00

Std. Deviation .48099 .79618 .91735

Range 1.00 2.00 3.00

Minimum 1.00 2.00 1.00

Maximum 2.00 4.00 4.00

a. Multiple modes exist. The smallest value is shown

FRQUENCY TABLEgender

Frequency Percent Valid Percent

Cumulative

Percent

Valid male 39 65.0 65.0 65.0

female 21 35.0 35.0 100.0

Total 60 100.0 100.0

age


Cumulative

Percent

Valid 18-25 22 36.7 36.7 36.7

26-35 22 36.7 36.7 73.3

36-50 16 26.7 26.7 100.0

Total 60 100.0 100.0

occupation


Cumulative

Percent

Valid service 14 23.3 23.3 23.3

business 15 25.0 25.0 48.3

student 27 45.0 45.0 93.3

housewife 4 6.7 6.7 100.0

Total 60 100.0 100.0

ANALYSIS1) Age:- THREE CATEGORY

OPTIONS NO. OF RESPONDENT PERCENTAGE18-25 years 22 36.67%26-35 years 22 36.67%36-50 years 16 26.66%

Above table presenting the percentage of respondent participated in the survey in different age group.

Above figure presenting the percentage of respondent participated in the survey in different age group.

Interpretation:- from the above diagram we can find out that 36.67% people are age between 18-25 years and similarly 36.67@ people are age between 26-35 years and 26.66% people comes between 36-50 years who are using two-wheelers.

2) On the basis of gender:-

MALE 39 65%FEMALE 21 35%

Interpretation:-

From the above figure it is clearly presented that 65% male and only 35% female has given their views or express their buying behaviour about two-wheeler.

3) Occupation:-

OCCUPATION NO OF RESPONDENT PERCENTAGEService 16 26.67%

Business 15 25%Student 27 45%

Housewife 2 3.33%

Above table and figure presenting the percentage of respondent participated in survey.

Interpretation:-

The above diagram shows that 26.67% people are doing service, 25% are business people, 45% people are students and only 3.33% are housewife.

4) According to you which of these factors are affecting two-wheeler purchasing decision?

4.1) price of the motorcycle/scooter:-


Cumulative

Percent

Valid strongly agree 22 36.7 36.7 36.7

agree 26 43.3 43.3 80.0

neutral 9 15.0 15.0 95.0

disagree 3 5.0 5.0 100.0

Total 60 100.0 100.0

Interpretation:- the above diagram shows that 43.33% people agree with price of the motorcycle, 36.67% strongly agree, 13.33% remain neutral and only 5% disagree with price.

4.2) suggestions from the family were taken while


Cumulative

Percent


agree 35 58.3 58.3 85.0

neutral 8 13.3 13.3 98.3

disagree 1 1.7 1.7 100.0

Total 60 100.0 100.0

Interpretation:- From the above diagram it is clear that only 26.67% people strongly agree, 58.33% which is largest agreed, 13.33% remain neutral and only 1.7% disagree in taking suggestion from the family members.

4.3) income level


Cumulative

Percent


agree 29 48.3 48.3 85.0

neutral 7 11.7 11.7 96.7

disagree 1 1.7 1.7 98.3

strongly disagree 1 1.7 1.7 100.0

Total 60 100.0 100.0

Interpretation:- From the above table and graph it is clear that 48.33% people agreed to purchase two-wheeler according to their income level and 36.67% strongly recommend, 11.67% remain neutral and very few i.e. 3.33% disagree.

4.4) brand name:-


Cumulative

Percent


agree 22 36.7 36.7 93.3

neutral 4 6.7 6.7 100.0

Total 60 100.0 100.0

From the above table 56.67% people strongly agree with brand image, 36.7% only agree and 6.7% remain neutral.

Interpretation:- From the above diagram between the age group of 18-25 years 25% people, between 26-35 years16.67% and 36-50 years 13.33% strongly agree with brand image.

Agree= between 18-25 years 6.67%, between 26-35 years 20%, between 36-50 years 11.67% people.

Neutral= between 18-25 years 5%, 26-35 years only 3% people.

4.5) status symbol:-

Status symbol


Cumulative

Percent


agree 20 33.3 33.3 75.0

neutral 14 23.3 23.3 98.3


Total 60 100.0 100.0

From the table it is clear that 41.67% people strongly agree to purchase motorcycle as a status symbol, 33.33% people only agree, 23.33% remain neutral and very few i.e. 1.7% disagree.

Interpretation:- According to the buying behaviour of people, the reaction on different parameters for status symbol are as follow:

Strongly agree:Between 18-25 years= 21.67%Between 26-35 years=8.33%Between 36-50 years=10%

Agree:Between 18-25 years= 10%Between 26-35 years=20%Between 36-50 years=10%

Neutral:Between 18-25 years=6.67%Between 26-35 years=10%Between 36-50 years=6.67%

Strongly disagree:Between 26-35 years=2%

4.6) Festive season:-

Festive season


Cumulative

Percent


agree 20 33.3 33.3 51.7

neutral 21 35.0 35.0 86.7

disagree 7 11.7 11.7 98.3


Total 60 100.0 100.0

From above table 18.33% people strongly agree to purchase two-wheeler in festive season, 33.33% also agree to purchase in festive season, 35% people didn’t say anything, only 11.7% disagree and very few i.e. 1.7% strongly disagree purchasing in festive season.

Interpretation:- Above diagram shows that according to the buying behaviour of people, the reaction on different parameters on festive season are as follow:

Strongly agree:Between 18-25 years=8.33% Between 26-35 years=5%Between 36-50 years=5%

Agree:Between 18-25 years=33.33%

Between 26-35 years=11.67%Between 36-50 years=5%

Neutral:Between 18-25 years=10%Between 26-35 years=10%Between 36-50 years=15%

Disagree:Between 18-25 years=1.67%Between 26-35 years=15%Between 36-50 years=1.67%

Strongly disagree:Between 26-35 years=1.67%

4.7) family member and friend circle:-

Family member and friend circle


Cumulative

Percent


agree 26 43.3 43.3 68.3

neutral 17 28.3 28.3 96.7

disagree 1 1.7 1.7 98.3


Total 60 100.0 100.0

From the above table it is presented that 43.33% people agree to take suggestion from family member and friend circle, 25% strongly agree, 28.33% people remain neutral, only 1.67% people strongly disagree and disagree.

Interpretation:- Above diagram shows that according to the buying behaviour of people, the reaction on different parameters about taking suggestion from family and friend circle are as follow:

Strongly agree: Between 18-25 years=8.3%Between 26-35 years=8.3%Between 36-50 years=8.3%

Agree:Between 18-25 years=15%Between 26-35 years=33.33%Between 36-50 years=11.67%

Disagree:Between 18-25 years=1.67%


4.8) advertisement and promotions:-

Advertisement and promotions


Cumulative

Percent


agree 27 45.0 45.0 60.0

neutral 16 26.7 26.7 86.7

disagree 7 11.7 11.7 98.3


Total 60 100.0 100.0

From the above table it is presented that 45% people agree that they get influenced by advertisement and promotions, 15% strongly agree, 26.67% remain neutral, 11.7% disagree to it and only 1.7% strongly disagree to it.

Interpretation:- Above diagram shows that according to the buying behaviour of people, the reaction on different parameters about advertisement and promotion are as follow:

Strongly agree:Between 18-25 years=10%Between 26-35 years=3.33%Between 36-50 years=1.67%

Agree:Between 18-25 years=11.67%Between 26-35 years=21.67%Between 36-50 years=11.67%

Neutral:

Between 18-25 years=11.67%Between 26-35 years=6.67%Between 36-50 years=8.33%

Disagree:Between 18-25 years=3.33%Between 26-35 years=3.33%

Between 36-50 years=5%


4.9) After sale service:-

After sale service


Cumulative

Percent


agree 19 31.7 31.7 76.7

neutral 12 20.0 20.0 96.7

disagree 1 1.7 1.7 98.3


Total 60 100.0 100.0

From the above table it is presented that 45% people strongly agree to take purchase decision according to the after sale service of a company. About 32% also agree upon the same behaviour, 20% remain neutral, 1.7% disagree to this fact and also 1.7% strongly disagree.

Interpretation:- Above diagram shows that according to the buying behaviour of people, after sale service of a company also influence them result of survey are as follow:

Strongly agree:Between 18-25 years=15%Between 26-35 years=33.33%Between 36-50 years=13.33%

Agree:Between 18-25 years=8.33%Between 26-35 years=11.67%Between 36-50 years=11.67%

Neutral:Between 18-25 years=11.67%Between 26-35 years=6.67%

Disagree:Between 18-25 years=1.67%


4.10) instalment payment facility:-

Instalment payment facility


Cumulative

Percent


agree 21 35.0 35.0 61.7

neutral 15 25.0 25.0 86.7

disagree 6 10.0 10.0 96.7


Total 60 100.0 100.0

From the above table it is clear that 35% people agree that they like to purchase two-wheeler on instalment facility, about 27% strongly agree to it, 25% people didn’t say anything, 10% disagree to it.

Interpretation:- The above diagram shows that consumers buying behaviour also get influenced by the instalment payment facility of the company...analysis are as follow:

Strongly agree:Between 18-25 years=6.67%%Between 26-35 years=11.67%

Between 36-50 years=8.33%

Agree:Between 18-25 years=15%%Between 26-35 years=11.67%Between 36-50 years=8.33%

Neutral:Between 18-25 years=5%Between 26-35 years=10%Between 36-50 years=6.67%

Disagree:Between 18-25 years=5%Between 26-35 years=3.33%Between 36-50 years=1.67%


4.11) information provided by sales person:-

Information provided by sale person


Cumulative

Percent


agree 22 36.7 36.7 50.0

neutral 25 41.7 41.7 91.7

disagree 4 6.7 6.7 98.3


Total 60 100.0 100.0

Interpretation:- From the above table it is presented that about 37% people agree that they get influenced by the information provided by the sales person, 13.3% people strongly follow the sales person guidance, about 42% people remain neutral, and 8% disagree and strongly disagree to it.

From the above diagram it is presented that most of the age group people remain neutral and only the few people of age group between 25-36 years and 36-50 years agree that sales person influence their purchase decision.

4.12) information provided by various two-wheeler related magazine:-

Information from magazines


Cumulative

Percent


agree 18 30.0 30.0 51.7

neutral 20 33.3 33.3 85.0

disagree 8 13.3 13.3 98.3


Total 60 100.0 100.0

Interpretation:- From the above table it is presented that 30% people agree that they get information about two-wheeler from various two-wheeler related magazines, 21.7% strongly agree to magazines as an information source for two-wheeler, 33.33% people didn’t say anything and about 15% people disagree and strongly disagree to it.

From the above diagram it is quite clear that most of the age group people didn’t say anything about magazine as an information source but few people of age group 26-35 and 36-50 agree that they took information about their two-wheeler from two-wheeler magazines.

4.13) mileage:-

mileage


Cumulative

Percent


agree 22 36.7 36.7 86.7

neutral 7 11.7 11.7 98.3

disagree 1 1.7 1.7 100.0

Total 60 100.0 100.0

Interpretation:- From the above table it is presented that 50% people strongly agree to purchase two-wheeler on the basis of mileage, and 36.7% also agree upon it, 11.7% people remain neutral and 1.7% disagree to mileage.

From the above diagram it is clear that most of the people between the age of 26-35 years and 36-50 years strongly agree to purchase two-wheeler on the basis of high mileage similarly between the age of 18-25 years also agree upon it. Which conclude that most of the people get motivated by mileage of the vehicle.

4.14) engine power:-

Engine power


Cumulative

Percent


agree 21 35.0 35.0 85.0

neutral 8 13.3 13.3 98.3

disagree 1 1.7 1.7 100.0

Total 60 100.0 100.0

Interpretation:- From the above table it is clear that 50% of the people strongly agree to purchase bike with powerful engine, 35% people also agree upon the same view, 13.3% people remain neutral and only 1.7% disagree to it.

Above diagram shows that all of age group people strongly agree and agree to purchase two-wheeler which have a powerful engine.

4.15) Looks:-

looks


Cumulative

Percent


agree 19 31.7 31.7 91.7

neutral 4 6.7 6.7 98.3

disagree 1 1.7 1.7 100.0

Total 60 100.0 100.0

Interpretation:- From the above table it is clearly depicted that mostly i.e. 60% of people strongly agree to purchase two-wheeler of good look, 31.7% also agree upon the same behaviour, 6.7% people didn’t say anything and very few i.e. 1.7% disagree to it.

From the above diagram it is presented that between the age of 18-25 years and 26-35 years strongly favour the look of the vehicle therefore look have a strong impact on the purchasing decision of a consumer.

4.16) Easily availability of spare parts:-

Easy availability of spare part


Cumulative

Percent


agree 23 38.3 38.3 71.7

neutral 12 20.0 20.0 91.7

disagree 5 8.3 8.3 100.0

Total 60 100.0 100.0

Interpretation:- From the above table it is presented that 33.33% people strongly agree that their purchasing behaviour get influenced by availability of spare parts, 38.33% also agree with the same fact, 20% remain neutral and only 8.33% disagree.

From the above figure it is clear that mostly age group people strongly agree and agree with the availability of spare parts influence their purchasing behaviour of two-wheeler.

4.17) availability of service stations:-

Availability of service station


Cumulative

Percent


agree 24 40.0 40.0 71.7

neutral 16 26.7 26.7 98.3

disagree 1 1.7 1.7 100.0

Total 60 100.0 100.0

From the above table it is clear that 40% people thinks about the availability of service station before buying the two-wheeler and 31.7% agree to the same fact, 26.67% remain neutral and only 1.67% disagree.

From the above figure it is presented that mostly between 18-25 years and 26-35 years of age people consider availability of service station must before buying the two-wheeler.

4.17) Technology:-

technology


Cumulative

Percent


agree 23 38.3 38.3 85.0

neutral 7 11.7 11.7 96.7

disagree 2 3.3 3.3 100.0

Total 60 100.0 100.0

Interpretation:- From the above table it is presented that 46.7% strongly agree on the technology of the two wheeler,38.33% also agree on the same,11.7% remain neutral and only 3.33% disagree.

From the above figure mostly all age group people have the same feeling about the new technology in two-wheeler. Very few remain neutral and disagree.

4.18) overall i am satisfied with my own two-wheeler i own:-

People satisfied with their own vehicle


Cumulative

Percent


agree 32 53.3 53.3 81.7

neutral 10 16.7 16.7 98.3

disagree 1 1.7 1.7 100.0

Total 60 100.0 100.0

Interpretation:- From the above table it is clear that mostly i.e. 53.3% people are satisfied with their two-wheeler which they have own. 28.33% are strongly agree, 16.7% people didn’t say anything and very few i.e. 1.7% are disagree.

From the above diagram it is presented that mostly people between the age group of 18-25 years and 26-35 years are agreed that they are satisfied with their two-wheeler which they own in past.

CONCLUSION

On the basis of data gathered from the customer survey we concluded that 81.7% people who have their own two-wheeler are satisfied with it. 86.7% people considered mileage most important, 93% people go on brand name, 80% people considered price as most sensitive in purchasing decision, 85% people considered engine power important while purchasing vehicle, from above data overall 85% people buying behaviour of two-wheeler get motivated by price, look, engine power, brand name, technology, mileage and by their income level.

Annexure

(Consumer buying behaviour of two wheeler)

According to you which of these factors are affecting motorcycle purchasing decision in greater noida. Please fill according to instruction in bracket below.(SA- strongly agree, A- agree, N- neutral, DA- disagree, SDA- strongly disagree)

Si. no.

Statement SA A N DA SDA

1 Price of the motorcycle/scooter

2 suggestion from the family were taken while purchasing a motorcycle

3 Income level4 Brand name5 Status symbol6 Festive season7 Family member and friend

circle8 Advertisement and promotions9 After sale service10 Instalment payment facility11 Information provided by sales

person12 Information provided by

various motorcycle related magazines.

13 Mileage14 Engine Power15 Looks16 Easily availability of spare

parts17 Availability of service stations18 Technology19 Overall I am satisfied with my

motorcycle I own

Demographic factor

Name______________________________________________

Gender m male female

Age below 18 18-25 26-35 36-50 above 50 years

Occupation

Service business student housewife

Signature________

Bibliography

Author R.P. Mishra, Text book research methodology. Marketing research text note, by prof. Mr. Vijay nagarani Internet website www.bajajauto.com, www.herohonda.com www.yamaha-

motor-india.com Wikipedia. SPSS software. E-book of spss statistics base user guide.

http://www.yamaha-motor-india.com/

http://www.yamaha-motor-india.com/

http://www.herohonda.com/

http://www.bajajauto.com/

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