Everyone in this world is a consumer we need a variety of goods and services. Time was when people used to get surprised when some consumers droves a two-wheeler. The option of riders was very limited or limited to a small percentage of the total two-wheeler market. Not all buyers are two-wheeler consumers, and then who are those consumers? In addition, how they behave while purchasing a two-wheeler is very important for the marketers. Walter says that buyer behavior is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services.
The study of consumer behavior, therefore, includes an understanding of physical activity of buying as well as mental decision process involved in the purchase outcome. On one side, intermeshing of various demographic and psychographics features in consumers pose several challenges and opportunities to marketers. And stiff competition among sellers and the availability of a wide array of products increase complexities for a consumer and hence, involvement in buying. Though marketers are chiefly interested in the "physical act of buying" by a consumer, yet, the market conditions impel them to study the "mental decision process" undergone in reaching the decision along with.
Table of Contents
INTRODUCTION
(INTRODUCTION TO THE STUDY, PURPOSE OF THE STUDY, SIGNIFICANCE OF THE STUDY, OBJECTIVES OF THE STUDY, RESEARCH METHODOLOGY AND PLAN AND PRESENTATION OF THE STUDY).
REVIEW OF LITERATURE
CONSUMER BEHAVIOUR -CONCEPTUAL FRAMEWORK
TWO- WHEELER INDUSTRY PROFILE
DATA ANALYSIS AND INTERPRETATION FINDINGS
RECOMMENDATIONS
BIBLIOGRAPHY
Research Objectives and Themes
This study aims to examine buyer behaviour regarding two-wheelers in selected districts of Andhra Pradesh, India. It seeks to understand the decision-making processes, psychographic factors, and demographic influences that drive consumer brand choice, aiming to provide marketers with actionable insights for tailoring their strategies to the evolving needs of the two-wheeler segment.
- The impact of demographic variables on consumer buying patterns.
- The correlation between consumer psychographics and brand selection.
- Identification of key attributes influencing two-wheeler purchasing decisions.
- Evaluation of the role of personality and self-concept in consumer behaviour.
- Assessment of the competitive dynamics and industry profile of the two-wheeler sector.
Excerpt from the Book
INTRODUCTION
Marketing, lays thrust on customer needs so much so that “customer-driven marketing” has become synonymous with marketing. The emphasis is now on understanding and fulfilling consumer needs to such an extent that it strikes a balance between value-delivered and company profitability. Satisfaction of customers needs provides the rationale for a firm’s existence. An understanding of the motives underlying consumer behaviour helps the firm to seek better and more effective ways to satisfy its customers, select appropriate sales-mix and advertising strategies, and plan its marketing programme in a more timely and effective manner.
The two-wheeler segment in the automobile industry plays a vital role in India. The reason being, that a two-wheeler is affordable by middle class people in urban and semi-urban areas. It is also more convenient for traveling short distances with in the city over the years the sales figures of the two-wheelers have increased to a very large amount. The sales of the two-wheelers in 1950 were less, where as now the total sales have shoot up to lakhs per year.
The standard of living is improving year by year People are able to afford for opulence items for self-satisfaction and need fulfillment. In this scenario, automobiles are gaining its share because of new innovations and inventions in automobile industry.
Summary of Chapters
INTRODUCTION: This chapter outlines the scope, objectives, and research methodology of the study, establishing the research context regarding two-wheeler buyer behaviour.
REVIEW OF LITERATURE: This chapter provides an extensive overview of existing research and theories concerning consumer behaviour, detailing the influence of cultural, social, and personal factors.
CONSUMER BEHAVIOUR -CONCEPTUAL FRAMEWORK: This chapter presents foundational models and theories of consumer behaviour, explaining the psychological and social processes involved in decision-making.
TWO- WHEELER INDUSTRY PROFILE: This chapter analyzes the evolution and current state of the Indian two-wheeler industry, examining technological advancements and market shifts.
DATA ANALYSIS AND INTERPRETATION FINDINGS: This chapter presents the empirical data gathered, using statistical methods to analyze demographic profiles and their influence on purchasing decisions.
RECOMMENDATIONS: This chapter offers strategic suggestions for marketers based on the research findings to enhance customer satisfaction and brand engagement.
BIBLIOGRAPHY: This section lists all academic sources, articles, and databases referenced throughout the research.
Keywords
Buyer Behaviour, Two-Wheeler, Consumer Segmentation, Psychographics, Demographics, Brand Choice, Self-Concept, Marketing Strategy, Industry Profile, Consumer Decision-Making, Brand Engagement, Automobile Industry, Purchase Intention, Statistical Analysis, Market Trends
Frequently Asked Questions
What is the primary focus of this research?
The work focuses on understanding the complex buyer behaviour of two-wheeler consumers within selected districts of Andhra Pradesh, exploring both psychological and demographic influences.
What are the core thematic areas covered?
The core themes include the impact of demographic variables, the role of psychographics (such as lifestyle and self-concept), market segments for two-wheelers, and the psychological decision-making processes of consumers.
What is the main objective of this study?
The primary objective is to identify factors influencing two-wheeler purchase behaviour to help marketers align their strategies with evolving customer needs and improve brand engagement.
Which scientific methodology is employed?
The study utilizes a descriptive research design with a multistage random sampling technique, collecting primary data from 1000 respondents through questionnaires and analyzing it with tools such as ANOVA and Likert scales.
What topics are discussed in the main body?
The main body covers a comprehensive literature review, conceptual frameworks of consumer behaviour (including models like VALS, EKB, and Howard-Sheth), an industry profile, and a detailed analysis of survey data relating to consumer demographics and brand preferences.
Which keywords define this research?
Key terms include Buyer Behaviour, Consumer Segmentation, Psychographics, Self-Concept, and Market Strategy, among others relevant to the two-wheeler sector.
How does personality influence brand choice according to the study?
The study finds that high levels of 'Brand Engagement in Self Concept' (BESC) correlate with the selection of specific brands like Yamaha and Hero Honda, suggesting that consumers choose brands that align with their self-image.
What is the role of family in the decision-making process?
The study identifies that family members play a significant role in influencing purchase decisions, with findings showing that 58 percent of respondents perceive family as having a high degree of influence on their final two-wheeler choice.
- Citation du texte
- Dr. Vinodhini Yallagandala (Auteur), 2010, A study on buyer behavior on two wheelers in selected districts of Andhra Pradesh, Munich, GRIN Verlag, https://www.grin.com/document/537745
