Buying Behaviour of Two Wheeler REPORT

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We wish to express our sincere thanks to prof. Mr. Vijay

nagrani, visiting faculty- jagannath institute of management
study, greater noidaYfor 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.
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1 Introduction 4
2 History 4
3 Indian two wheeler industry 4
4 Abstract 7
5 Objective 8
6 methodology 8
7 Descriptive 8
8 Analysis 11
9 Conclusion 35
10 Annexure 36
11 Compilation of statistical data 37
12 Bibliography 48
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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 .
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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 f oreign manufacturer in the mid 80¶s. In 1984 hero
group entered the market in joint venture with japans¶ Honda group.
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V Established in 1984-joint venture
V Largest manufacturer of two wheeler in India
V Manufacturing unit Daruhera and Gurgaon
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Up 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.
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Y
Y
Y
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V Established in 1945 and started selling imported 2-wheeler.

V It is India¶s largest and world¶s 4 th largest two wheeler maker.
V In 1959 it started manufacturing two wheelers in India.
V It is based in Pune Maharashtra with plants in Akurdi and
Chakan, Waluj, Pantnagar in Uttaranchal,
Y
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Up to 100 cc- Platina

100 to 135 cc- XCD 125, 125 DTS Si, Discover 135, Kristal
DTSI.
More than 150 cc- Pulsar 150, 180, 200, 220 DTSi. Avenger
DTSi
Y YY
Y
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Y
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Yamaha R15(153 cc)Y
Yamaha FZ(150 cc)Y
Yamaha SZ(150 cc)Y
Yamaha gladiator(125 cc)Y
Yamaha fazer(100 cc)Y
Yamaha lebero(100 cc)Y
Yamaha alba(100 cc)Y
#Y
Tvs victor GLX 125Y
Tvs centra (100 cc)Y
Tvs apache(150 cc)Y
Tvs star sports(100 cc)Y
Tvs fieroY
Y
, #'#Y
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
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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.
-
Y
The project is based on primary data ±
Primary dataî-
a) Information from sample size of 60 respondents.

b) Questionnaire design- close ended questions
c) Research place ± Greater noida
÷ Y
Y
Y

Y Y 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

a
Mode 1.00 2.00 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
Y
Y
Y
Y
Y

Y Y

Y Y Cumulative
Frequency Percent Valid Percent Percent
Valid male 39 65.0 65.0 65.0
female 21 35.0 35.0 100.0
Total 60 100.0 100.0 Y
Y
Y

Y Y Cumulative
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 Y
Y
Y

Y Y Cumulative
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 Y
Y
Y
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Y
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Y#|' Y# "'(YY
OPTIONS NO. OF RESPONDENT PERCENTAGE

18-25 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.
Interpretationî- 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.
*/ Y-YY0Y
Y
Y
MALE 39 65%
FEMALE 21 35%
Y
Y
Y
p %
Y
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 NO OF RESPONDENT PERCENTAGE

Service 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.
p %
Y
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.
Y
1/ && YYY-&-Y0Y-Y0& Y Y00&Y
- Y% &-Y&2Y

Y
Y
Y
Y
Y
1./Y% &Y0Y-Y &&3&
YY
Y
Y
Y
Y
Y
Y
Y Y Cumulative
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 Y
p %
the above diagram shows that 43.33% people agr ee with
price of the motorcycle, 36.67 % strongly agree, 13.33% remain neutral and only
5% disagree with price.
D Y YY Y
Y Y
YY
Y Y Cumulative
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 Y

YFrom 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.
D YYY
Y
Y Y Cumulative
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 Y
Y
Y

YYFrom 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.
Y
Y
D DY
Y
Y
Y Y Cumulative
agree 22 36.7 36.7 93.3
neutral 4 6.7 6.7 100.0
Total 60 100.0 100.0 Y

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

YFrom 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.
D Y
Y Y
YY
Y
Y

Y
Y Y Cumulative
agree 20 33.3 33.3 75.0
neutral 14 23.3 23.3 98.3
Total 60 100.0 100.0 Y

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% rema in neutral and very few
i.e. 1.7% disagree.
Y

According to the buying behaviour of people , the reaction on
different parameters for status symbol are as followî
Y
Y
Between 18-25 years= 21.67%
Between 26-35 years=8.33%
Between 36-50 years=10%
Y
Y Y Y Between 18-25 years= 10%

Y
Y Y Y Between 18-25 years=6.67%
Y
Y
Y Y Y Between 26-35 years=2%
D Y Y
Y
Y
Y
Y
Y

Y Y Cumulative
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 Y
Y
Y
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% peopl e didn¶t say
anything, only 11.7% disagree and very few i.e. 1. 7% strongly disagree purchasing
in festive season.
Y
Y

YY Above diagram shows that Yaccording to the buying behaviour of
people, the reaction on different parameters on festive season are as followî
Y
Y
Between 18-25 years=8.33% YYY
Y

Y
÷
Y
Y
Y
D Y
YY
YY Y
Y
Y
Y
Y
Y

YY
YY
Y Y Cumulative
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 Y
Y
Y
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.

YY Above diagram shows that Yaccording to the buying behaviour of
people, the reaction on different parameters about taking suggestion from family and
friend circle are as followî
Y
Y
Y
÷
Y
Y
Y
Y Y Y Between 36-50 years=1.67% Y
Y Y Y Y
Y
D Y
Y
Y Y
Y
YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY Y
Y
Y Y Cumulative
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 Y

Y
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.

YAbove diagram shows that Yaccording to the buying behaviour of
people, the reaction on different parameters about advertisement and promotion are
as followî
Y
Y
Y

Y
÷
Y
Y
Y
D Y Y
Y Y
Y
Y
Y
Y Y Cumulative
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 Y
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 be haviour, 20% remain neutral, 1. 7% disagree to this fact and
also 1.7% strongly disagree.

Y Above diagram shows that Yaccording to the buying behaviour of
people, after sale service of a company also influence them result of survey are as
followî
Y
Y
Y

Y
÷
Y
Y
Y
D
Y
Y
Y
Y
Y
Y
Y

Y
Y

Y Y Cumulative
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 Y
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.

Y The above diagram shows that consumers buying behaviour also
get influenced by the instalment payment facility of the company...analysis are as
followî
Y
Y
Y Y Y Between 18-25 years=6.67%%
Y
Y Y Y Between 18-25 years=15%%

Y
÷
Y
Y
Y
D Y
Y YY
Y Y
Y

Y YY
Y
Y Y Cumulative
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 Y

YFrom 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.
D Y
Y YY
Y Y
Y

Y
Y
Y
Y

YY

Y Y Cumulative
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 Y

YFrom 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.
D Y
Y
Y
Y
Y

Y Y Cumulative
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 Y
Y
Y

YFrom 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.
Y
D DYY Y
Y
Y
Y
Y
Y Y Cumulative
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 Y

YFrom the above table it is clear that 50% of the people strongly
agree to purchase bike with powerful engine, 35% people als o 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.
Y
D Y Y
Y
Y
Y

Y Y Cumulative
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 Y
Y

YFrom the above table it is clearly depicted that mostly i.e. 60% of
people strongly agree to purchas e two-wheeler of good look, 31. 7% also agree upon
the same behaviour, 6.7% people didn¶t sa y 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.
D Y
Y

YY
Y
Y
Y
YY
Y
Y
Y
Y
YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY
Y

YY
Y
Y Y Cumulative
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 Y
Y
Y
Y

î- 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.
D Y

YY Y

Y

YY Y

Y Y Cumulative
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 Y
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.
D Y
Y
Y

Y Y Cumulative
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 Y

YFrom 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.
Y
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.
Y
Y
D Y
YY
Y
Y YYY YYY
Y
YY
Y
Y
Y Y YY
Y Y Cumulative
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 Y

YFrom 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 sa y 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.
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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.
Y
Y
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?i. no. ?tatement ?A A N DA ?DA
1 Price of the motorcycle/scooter

2 suggestion from the family were
taken while purchasing a
motorcycle
3 Income level
4 Brand name
5 ?tatus symbol
6 Festive season
7 Family member and friend circle
8 Advertisement and promotions
9 After sale service
10 Instalment payment facility
11 Information provided by sales
person
12 Information provided by various
motorcycle related magazines.
13 Mileage
14 Engine Power
15 Looks
16 Easily availability of spare parts
17 Availability of service stations
18 Technology
19 Overall I am satisfied with my
motorcycle I own
Y
YY
Y
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Y
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" YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY YYYY Y Y Y
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Y#$YYYYY YYYY#$%&YYYYYYY YYYY%'(&YYYYYYYY YY('&)YYYYYY
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YYYYYYYY Y YYYYYYYYY YYYYYYYYYYYYYYYYY Y
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Y Y Y Y Y Y Y Y Y Y Y Y
Y Y Y Y Y Y Y Y Y !!!!!!!!Y
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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.

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We wish to express our sincere thanks to prof. Mr. Vijay

V Established in 1945 and started selling imported 2-wheeler.

Up to 100 cc- Platina

 To identify the factors that influences the customer to

 To identify the factor influence the customer on the basis

The project is based on primary data ±

a) Information from sample size of 60 respondents.

Mean 1.3500 2.9000 2.3500

Median 1.0000 3.0000 3.0000

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

Valid male 39 65.0 65.0 65.0

female 21 35.0 35.0 100.0

Total 60 100.0 100.0 Y

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 Y

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 Y

OPTIONS NO. OF RESPONDENT PERCENTAGE

Above table presenting the percentage of respondent participated in the survey in

Above figure presenting the percentage of respondent participated in the survey in

OCCUPATION NO OF RESPONDENT PERCENTAGE

- Y% &-Y&2Y

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 Y

Valid strongly agree 16 26.7 26.7 26.7

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 Y

Valid strongly agree 22 36.7 36.7 36.7

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 Y

Valid strongly agree 34 56.7 56.7 56.7

agree 22 36.7 36.7 93.3

neutral 4 6.7 6.7 100.0

Total 60 100.0 100.0 Y

Valid strongly agree 25 41.7 41.7 41.7

agree 20 33.3 33.3 75.0

neutral 14 23.3 23.3 98.3

strongly disagree 1 1.7 1.7 100.0

Total 60 100.0 100.0 Y

Valid strongly agree 11 18.3 18.3 18.3

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YY Y Y Y Y Y Y Y Y

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To identify the factors that influences the customer to

To identify the factor influence the customer on the basis

- Y% &-Y&2Y