Review of Literature on Customer Buying Behaviour and Satisfaction Level on Bikes

Topics: Marketing, Marketing research, Business Pages: 2 (704 words) Published: December 5, 2012
Literature review:
1. Mrs. M.L. kamaeswari (The Indian Journal Marketing – Oct - 2009) has expressed that, industrialization has bought vast changes in the automobile industry, because and development of any area requires appropriate transportation facilities, automobile industry in one of the fastest growing sectors in our country. The rapid growth of middle class section is the primary reason for the growth of two – wheeler industry people in rural and semi urban areas are trying to devote their life style and people in metropolitan cities are completely disappointed with the public transport system. Indian is the third largest manufacture and second largest consumer of two-wheeler in the world. It has been achieved due to variety of reason like restrictive policy of the government of Indian and rising demand for personal transport. Dr. Senthilkumar , department of business management, Indian automobile, in his research study 2009, found that competitive hostility, supplier, “power” and market turbulence relationship appreciate the role of public private partnership as win –win situation for private entities government an individual consumers. In recent we saw two-wheeler manufacture like bikes focus being on the domestic market and then on exports. There are signs of becoming a developed nation and this will increase the energy need if the country even more. Mr. Senthil kumar department of research scholar in Indian council for market research, ICMR conducted a study and published in the journal of marketing,2009,to understanding the buying behaviour or towards vehicle that are being aggressively marketed by companies. The objective of the study was to understand the growing awareness of products. It was interesting to note that respondent agree to have a change in buying behaviour depending upon the product being stated as a green. Helen Jeckins, in the international journal of marketing has expressed that the companies have become increasingly active in...
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