Consumer Behaviour Study

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IJRFM

Volume 1, Issue 2 (June, 2011)

(ISSN 2231-5985)

STUDY OF CONSUMER BUYING BEHAVIOR TOWARDS BIKES
Omesh Chadha*

Abstract
In this era of cut throat competition, no company can even survive in the market place without knowing its products strengths and weaknesses, opportunities and threats. It has to fortify itself against threats from the environment and exploit its strengths or increase profits. And in order to do so, the company has to conduct regular surveys to know the customer’s opinions, needs, and preferences. This helps the company to manufacture the product like wise for each customer’s expectations. It has now become more important for the customer confidence and higher positioning of buyer perception. Thus, Surveys becomes genuine key to success. The motorcycle segment is dominated by 4 major players viz. HERO HONDA, BAJAJ, TVS, ROYAL ENFIELD. The expanding Indian market, the growing size of the middle class and the rise in aspirations of the youth along with opening up of the Indian economy have collectively influenced the steady growth of the two wheeler market in India. With leading foreign brands in collaborations with Indian manufacturers entering the Indian market, the customer could not have asked for more. In fact, the Indian bike market has grown immensely and the preference for variety, looks, design has brought in a number of models in the market. In the last 2 to 3 years, the craze for motorcycle over the scooters has picked up and one can find today even girls craving for a motorbike. Not only in the Metros but in small towns and cities also .We are witnessing a tremendous segmentation in the Bike market. The entry level model will continue to be a high-interest segment for the aspirants.

*Research Scholar, (Ph.D. Programme), Singhania University, Rajasthan. (Established by the Govt. of Rajasthan & recognized as per section 2f of UGC act, 1956) Pacheri Bari, Distt. Jhunjhanu, Rajasthan-333515.

International Journal of Research in Finance & Marketing http://www.mairec org

86

IJRFM

Volume 1, Issue 2 (June, 2011)

(ISSN 2231-5985)

Against this backdrop, the present project work has been undertaken. With the focus of the consumer shifting to brand and product features, the project is a study aiming at understanding what does a customer wants from Power segment bikes(150cc & plus).

Keywords Customer Satisfaction, Segmentation, Market Share, Purchase.

INTRODUCTION

MOTORCYCLE The motorcycle segment is dominated by 4 major players viz. HERO HONDA, BAJAJ, TVS, ROYAL ENFIELD. Besides there are players like:- HONDA(itself alone), LML,KINECTIC. The market share of each of the player is as given below. Near 70% of the motorcycle sales is from Indo-Japanese motorcycles and rest coming from Indian motorcycle manufacturers. The Indo-Japanese segment is catered by 4 to 6 models from each of the players viz. . HERO HONDA, BAJAJ, TVS, ROYAL ENFIELD etc. But majority of sales is of 100cc to 125cc motorcycles. The Indo-Japanese motorcycles are costlier due to import content and royalty payments to their Japanese collaborations. But, These motorcycles are far ahead of Indian Manufacturers viz. Rajdoot from EYML, Yexzdi from IDEAL JAWA; in terms of technology and fuelefficiency. MARKET SHARE IN THE MOTORCYCLE SEGMENT HERO HONDA HONDA TVS BAJAJ ROYAL ENFIELD LML KINETIC 46.8% 3.2% 9.4% 24.6% 2.8% 9.2% 4%

International Journal of Research in Finance & Marketing http://www.mairec org

87

IJRFM

Volume 1, Issue 2 (June, 2011)
Sources:-- SIAMINDIA

(ISSN 2231-5985)
Table 1

The expanding Indian market, the growing size of the middle class and the rise in aspirations of the youth along with opening up of the Indian economy have collectively influenced the steady growth of the two wheeler market in India. With leading foreign brands in collaborations with Indian manufacturers entering the Indian market, the customer could not have asked for more. In fact, the Indian...
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