Introduction:

The automobile sector is one of the most vibrant manufacturing Industries in India. The Indian
auto mobile market can be divided into several segments, such as, two wheelers, three wheelers
and commercial vehicles. Indian roads in most cities, villages and towns are narrow. Two-
wheelers allow people to navigate such roads easily and it makes the daily travel both
affordable and convenient. At present competition among the two-wheeler manufacturers is
growing stiff. All the players in the market are trying to hold their place in the minds of the
consumers. Branding is around for centuries as a means to identify and differentiate the goods
and services of one producer from those of another. Brands are considered to be the valuable
assets of business. The brands such as, Hero, TVS, Suzuki, Bajaj, Honda, Mahindra, Royal
Enfield and Yamaha are the popular brands in the automobile industry.

Talking about India, it is the second biggest maker of the bike on the planet. The bike section
contributes the biggest volume every one of the portions in car industry in India. The nation
remains alongside China and Japan as far as creation and deals individually. The business is
developing at a rate of 30% yearly. Catching a huge offer in the bike business, bicycles and bike
covers a noteworthy portion. Bicycles are viewed as the top choices among the adolescent age,
as they help in simple compensation, styling and mileage and has increasingly tasteful intrigue.
It is very obvious that knowing buyer needs and wants is a street to progress for the advertiser,
however the inquiry is how? It's anything but a straightforward undertaking. At the primary
occurrence, we can feel that whatever shopper is telling might be seen as right however he may
not act generally. They may react to the message yet might be affected at last by their
companions, relatives or by other reference gatherings.

Customer conduct is the investigation of how individuals purchase, what they purchase, when
they purchase and why they purchase. Customer Behaviour is the brain research behind
showcasing the conduct of shoppers in the promoting condition. Two noteworthy mental orders
become possibly the most important factor when watching and attempting to clarify buyer
conduct. The principal is Cognitive Psychology which is an investigation of all learning related
(mental) conduct. The consideration, observation, memory and basic leadership are the different
parts of Cognitive Psychology that assume an essential job in buyer conduct. The second mental
order that has hypotheses to clarify certain wonder of shopper conduct is Social Psychology. It
is the investigation of the way in which the identity, mentality, inspiration and conduct of an
individual impact and are affected by gatherings

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Market Share of Two-wheeler manufacturers in India:

Hero Moto Corp:- Hero Moto Corp also the world’s largest two-wheeler manufacturer has
continued to be the leader in the Indian two-wheeler industry by selling over 73.82 lakh
motorcycles in the Indian market. This is about 14 percent more than what it sold last year.
Hero Splendor has been India’s top-selling motorcycle and launch of new products like Hero
Glamour and HF-Deluxe continue to allure buyers especially in the rural markets. Hero
MotoCorp did lose out on its scooter sales to its former Japanese partner HONDA Motorcycles
and Chennai based TVS Motor Company also overtook Hero in scooter sales. Hero also
exported over 2 lakh motorcycles in India. Hero Moto Corp commands a total of 36.56 percent
market share in India.

Honda Motorcycle (HMSI):- Honda Motorcycles and Scooters India (HMSI) has grown at a
massive 22.23 percent growth in India and sold a total of over 57.75 lakh motorcycles and year-
on-year is closing on the gap to become the market leader. Scooters contributed to over 66
percent of Honda’s total two-wheeler sales in India with over 38.21 lakh scooters sold. Honda
Active is the country’s most sold scooter and the company has also launched the Honda Grazia
and Honda Cliq to cater to the younger audience. HMSI’s market share stands at 28.60 percent.

TVS:- TVS Motor Company often referred in the industry as one of the most sorted companies
in India has grown by over 15% last financial year and its new sports bikes in Apache series and
also commuters like TVS Victor along with major boost from TVS Jupiter has helped the
company to achieve a total sales of over 28.75 lakh, grabbing a market share of 14.24 percent.

Bajaj and Royal Enfield:- Bajaj and Royal Enfield have reported sales of 19.74 lakh units and
8.01 lakh units respectively. While Bajaj Auto’s sales did drop by 1.3 percent Year on Year,
Royal Enfield grew by over 23 percent and recorded its most sales ever. Considering Royal
Enfield only makes premium motorcycles in India (350cc and above), Chennai based
motorcycle manufacturer. The company is coming months plan to launch two new premium
motorcycles in India, Royal Enfield Interceptor 650 and Royal Enfield Continental GT 650 that
were showcased at EICMA 2017.Bajaj And Royal Enfield closed the financial year at a market
share of 9.77 percent and 3.97 percent.

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Suzuki and Yamaha:- Suzuki Motorcycle and Yamaha Motor India sold a total of 5.01 lakh
and 7.92 lakh units respectively. Both of these companies sell scooters, commuters and
premium motorcycles in India. Suzuki Motorcycle closed the financial year at a market share of
2.48 percent and Yamaha’s market share in India is 3.92 percent.

Literature Reviews on Consumer Behavior towards Two-Wheeler:

Martin (2017): Investigated that Consumer conduct is the investigation of when, why, how,
and where individuals do or don't purchase an item. It incorporates components from
humanism, brain research, social humanities and financial aspects. It comprehends the
purchaser basic leadership process, both exclusively and in gatherings. It thinks about qualities
of individual customers, for example, socioeconomics and conduct factors so as to comprehend
the requirements and needs of individuals. It additionally attempts to effect on the customer
from gatherings, for example, family, companions, reference gatherings, and society when all is
said in done. Purchaser conduct ponder depends on shopper purchasing conduct, with the
customer assuming three unmistakable jobs of client, payer and purchaser.

Valarmathi (2015): Investigated that understanding buyer conduct and realizing clients is
never basic. Client may state one yet do another. They may not be in contact with their more
profound inspirations. They may react to impacts that alter their opinion at last. It incorporates
the investigation of what they purchase, why they get it, when they get it, where they get it. It
was discovered that locales have solid effect on Better look &style, Good mileage, Pickup and
speed, Easy upkeep, after deals administration, Price and new models of understudies
purchasing practices. When settling on a bike buy choice, the individual components and item
qualities are vital for understudies'. Their bike buys are driven by various factors, for example,
after deals and administration, Price and new models, and so forth.

Leslie Lazar and Schiffman(2015): They investigated that the choice for a buy choice is
altogether not the same as individual basic leadership. The creators talked about different
factors that influence purchaser buy choice. The book concentrated on family life cycle and
different needs of buyer amid various life stages. The family basic leadership process as a
collective choice making is expounded and it is prescribed to fragment the market as indicated
by of need progressive system.

Hoda (2015): Investigated that the Indian bike industry has come long route since its modest
start in 1948 when Bajaj Auto began bringing in and moving Vespa Scooters in India. From that
point forward, the client inclinations have changed for bikes and gearless bikes that score higher
on innovation, mileage and stylish intrigue, to the detriment of metal-bodied equipped bikes and

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mopeds. These adjustments in client inclinations have affected fortunes of the players. Bikes
used to command Indian streets a couple of decades prior.

Keshav & Samadhan (2014): In their consolidated investigation investigated the pre-buy
conduct among the adolescent for bikes with unique reference to Mumbai city focused on goal
to see the purchaser inclination while obtaining bikes. It was found from the study that the vast
majority of the adolescents favored bicycle that was tastefully engaging just as financially
savvy.

Megharaja (2014): Inspected clients sentiment towards Hero-Honda Splendor+ bicycle' with
the goal to know the clients' desires towards Splendor+ bicycle. In his discoveries, he expressed
that 84% of respondents needed change in the highlights of the bicycle, 85% believe that the
cost charged was high for the item, while 95% were happy with the present administrations
given by the organization and most imperative 97% of the respondents were all the while
anticipating more mileage from the bicycle. He based on his discoveries recommended to
decrease cost for pitching to medium pay holder clients and to enhance the more mileage motor
to satisfy the clients' desires.

Shinde, Khamkar (2014): Investigated that in mid-21st century Indian bike parts started to
observe the insurgency with development of this youthful India having discretionary cash flow
with them to spend on quality, extravagance and grown-up toy. Indian bike division saw the
immerges of bicycles which were moved to the style and power instead of expense and mileage.
A large portion of youthful group needs the bicycle which looks sportier, having good mileage
and which is accessible at not too bad cost. In the meantime young ladies favored non-outfitted
bicycles like scooty and activa as they were anything but difficult to ride and were accessible in
splendid and energetic shades of hues, while utilized youthful experts were increasingly
disposed towards the bicycles which were great regarding feel in the meantime having great
mileage were the bicycles that they favored.

Kottala SriYogi(2014) : The critical components influencing the buy of bikes were utilitarian
angles, functionality, conformance, and openness. The utilitarian viewpoints incorporates
Fulfilling the essential needs of a cruiser , simple to switch gear , compelling suspension
framework, simple taking care of in clogged rush hour gridlock or blocked streets and long
motor life .The factor functionality incorporates the factors style, sensible extra parts value,
unwavering quality and strength. The factor conformance incorporates conformance to
determinations, proper reaction while taking sharp twists.

Mani & Tripathy (2013): Investigated an examination to distinguish the components that
impact the purchaser purchasing conduct of the bike Bikes. The Research is basically centered

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around the purchasing conduct of the buyer that propels them to buy the bike bicycles. India is
the second biggest maker of the bike on the planet. The bike fragment contributes the biggest
volume every one of the portions in car industry in India. The nation remains alongside China
and Japan as far as creation and deals separately. The business is developing at a rate of 30%
yearly. It comprises of three portion bikes, bike and sulked. Lion's share of Indians, particularly
the adolescent favors motorbikes as opposed to autos. Gaining an extensive offer in the bike
business, bicycles and bike covers a noteworthy portion. Bicycles are viewed as the top choices
among the adolescent age, as they help in simple recompense, styling and mileage and has
progressively tasteful intrigue.

Bitta and Della(2013): The creators suggested that purchaser conduct considers assume an
imperative job in choosing showcasing fragments and promoting procedures. The creators
prescribed that shopper is regularly examined in light of the fact that specific discourses are
altogether influenced by their conduct or anticipated activities. Hence such purchaser conduct is
said to be a connected order. Such applications can exist at two dimensions of examination.
Market division, shopper basic leadership and purchasing conduct is considered as center
promoting exercises in structuring viable advertising procedures.

Tamilmozhi & Satheesh (2013): In their consolidated work featured based on the respondents
reaction saw that Yamaha has predominant innovation, Hero-Honda 60% purchasers had a place
with understudies class just as Hero-Honda was decision the market similarly as mileage per
liter of oil was concerned and in discoveries additionally, the equivalent was supported by the
customers. half of respondents favored Yamaha because of its speed while 45% acquired
because of acknowledgment of configuration/style/demonstrate. It was proposed that to fulfill
the overwhelming need for Hero-Honda bikes in the market so their supply needs to radically
improve and the bicycles as of late presented by Hero-Honda were generally worried about
youth so it was likewise prescribed to consider/center – matured individuals, while for Yamaha,
it was recommended to diminish the cost to draw in more purchaser and there was additionally a
need felt to improve the innovation of TVS.

Faiz Ahmed Shaikh (2011): Inspected the basic examination of shoppers purchasing conduct
bikes. The principle goal of the investigation center around recognize the most favored bike
fabricating organizations, In bike advertising, association with shoppers is essential and their
can't be great association with purchasers is critical and their can't be great relationship except if
we comprehend client inclination well. Data was gathered from an example size of 200
respondents. The toll utilized in the examination is simply beneath 80% of the all-out bikes
showcase in India which is ruled by Hero Honda with a piece of the pie of 59%. Bike section

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piece of the pie is about 18% which is lead again by Honda bike and bike India Pvt. Ltd., with a
piece of the pie of 43%.

Jotwani (2011): In his exploration work tossed light on the foundation of the Hero-Honda
disintegration and further difficulties previously the two organizations. The word Hero-Honda
was frequently utilized synonymously with 'cruisers' in India. Aside from the difficulties that
the two the two organizations force on one another they additionally face difficulties from other
eminent challengers included Bajaj Motors, TVS Motors and new participant Mahindra bike.
Curving difficulties were: will Honda have the capacity to challenge Hero gather on Indian soil?
How Hero will deal with its R&D just as promoting endeavors to end up a worldwide player?

Kanojia, A.K. (2011): States that best 4 bike fragment control 93% piece of the pie. Legend
Moto Corp controls official fragment, Bajaj has premium portion and Honda has the
overwhelming position in bike section. The creator learned about different elements in charge of
Hero Moto Corp having the capacity to continue.

Administration like most noteworthy system entrance, most elevated consumer loyalty with one
of the quickest grumbling goals.

REDDY, K.M (2011): Investigated in their examination that Marketing begins with the buyers
and closures with the customer. Fulfillment of the shoppers turns into the most essential
objective of a business undertaking. The push to guarantee purchaser fulfillment lies in
understanding the shopper, his preferences disdains, his desires and inspiration. A customer
choice to buy a specific brand of engine cycle purchasers result to complex interchange of buyer
factors the beginning stage for the organization gives the choice procedure showcasing boosts
fit as a fiddle of brand, advancement, and cost and appropriation system. The potential customer
alongside other improvements officially energizing gets the advertising boosts in the earth. The
boosts my social monetary, social, innovative and political in nature. impacts of different sorts
applied a family, companions, partners, and society all in all.

Vijaya & Jayachitra (2011): Led an examination with the principle goal to comprehend about
the client discernment towards Hero-Honda versus TVS and Bajaj cruisers just as to examine
the reasons clients select a specific brand. Proposals dependent on the discoveries were: Hero-
Honda ought to present eco-accommodating bicycles and the organization could find a way to
lessen the cost of certifiable extra parts so as to encourage clients to purchase veritable extra
parts. Bajaj should focus on improving the picture of its bikes for ladies and the means ought to
be taken by TVS to resuscitate its image picture, the brand needs to improve its mileage and
rope in the most recent innovation to remain in the race with Bajaj and Hero-Honda.

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Datta (2010): There are numerous components on which the purchasing conduct of the clients
depends and these variables spur them to buy a bike. These elements incorporate ad, informal,
references from family, companions, possess understanding, highlights, cost, and so forth. The
consequences of the study done was that around 51% of the clients having bikes fall in the age
gathering of 20-30 years, while their salary is beneath ₹ 5000. 64% individuals are unmarried
and use Bajaj bikes. In a large portion of the cases, the inspiration originates from companions
(44%) and family (31%). Individuals additionally look for portion designs and fund plots before
buying a bike.

Vickram (2010): Investigated the client fulfillment level on different parts of TVS bicycles.
The factors impacting fulfillment level were observed to be viz. street hold, tight turning, taking
knocks, eco-friendliness, situate comfort, tasteful look, grasp wires and so forth. It was
additionally deduced that all the distinguished elements viz. cost of administration, auspicious
conveyance, prepared mechanics, foundation, ISO affirmation and so forth profoundly impacted
the dimension of fulfillment of the clients on approved administration center's. It was found in
the customers' study that they took a gander at 5 criteria: eco-friendliness, value, unwavering
quality, style and power. It was translated that fulfillment decidedly influences reliability,
eagerness to suggest and both the sum and the tone of expressions of mouth. In view of the
discoveries it was proposed to improve the mileage, security angle, innovation, control, tasteful
look just as spotlight on building client relationship the board, focus on flash attachment and
adjust the extent of seat.

Karunik and Schiffman(2010): They have investigated that, In this time of exceptional
challenge organizations comprehend the client is the ruler in the market and achievement
depends a great deal on the proficiency of the supervisors in conveying the guaranteed item or
administrations. The obligation lies on the associations to build up a culture, morals, duty,
esteem and quality administrations ought to be offered to accomplish larger amount of
consumer loyalty. Dynamic shopper conduct is required to examinations different variables
influencing customer buy choice specifically or in a roundabout way.

Batra. S.K & Kazmi(2010): They have described consumer decision making process, buyer’s
black box and importance of consumer behavior studies for marketers in order to understand
what satisfy the ultimate consumer. The book described vital characteristics of Indian consumer
regarding “two wheelers” and competitive advantages in Indian context for the “two wheelers”
marketers. The various steps evolving consumer decision making are linked with the life stages.
Young buyers, women and children considered as uprising consumers groups as a part of
competitive market situations.

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Gap:

 Time and cost are the main constraints.

 Biased answers and responses from the respondents.
 Limited boundaries as the study was conducted in Mumbai.
 Can’t standardize the advertising and evaluation method.

Objective of studies:

 To understand the demographics characteristic of consumer.

 To analyze the impact of behavioral factors of consumers on choosing particular brand
of motor bike.
 To suggest various factors to improve sales.
 To study the consumers’ opinion of their motor bikes regarding its features like
appearance, mileage, price, etc.

Scope of the study:

The two-wheeler market has undergone significant transformation in recent times, and stylish,
fuel-efficient, and eco-friendly two wheelers are gaining popularity. Various factors such as the
availability of two wheelers at reasonable rates, auto loans, and higher disposable incomes have
contributed to an evidence upsurge in the demand for two wheelers. There is a marked change
in the preferences of the buyers every day. The main objective of the study is to analyze the
features that are given importance while buying two wheelers.

Scope for further studies:

 Studies may be undertaken to find out why two-wheeler buyers switch one brand to
other.
 Case studies of consumer behavior for selected brands.
 Comparative Studies of the performance of different brand of two-wheelers.

Research Methodology:

Research methodology is the specific procedures or techniques used to identify, select, process,
and analyze information about a topic.

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Target Population:-Target population refers to the entire group of individuals or objects to
which researchers are interested in generalizing the conclusions. The target population usually
has varying characteristics and it is also known as the theoretical population. In this research,
our target population are between 16-26 years, who have more choice in two-wheeler vehicle
and they are mostly purchasing the bullet, royal Enfield and hero Honda as compare to other
two wheelers vichle.

Sample Size:- The sample size of a survey most typically refers to the number of units that
were chosen from which data were gathered. However, sample size can be defined in various
ways. There is the designated sample size, which is the number of sample units selected for
contact or data collection. There is also the final sample size, which is the number of completed
interviews or units for which data are actually collected. The final sample size may be much
smaller than the designated sample size if there is considerable nonresponse, ineligibility, or
both.

Sampling Frame:-A sampling frame is the source material from which a sample is drawn. It is
a list of all those within a population who can be sampled and may include individuals,
households or institutions.

In this research, the sampling frame that we have used preferences of consumer towards two
wheelers in Jalandhar, we have founded that the most of the consumer are influences by
psychological factor i.e. if he/she can buy why I can’t this type of factors have been also
impacted on consumer in Jalandhar city.

Sampling Technique:- A sampling technique is the name or other identification of the specific
process by which the entities of the sample have been selected. In this research, we will be
using convenience sampling technique. We will be using convenience sampling technique in
this research because we will be taking responses of only those customers who are comfortable
to answer to our questionnaires.

Convenience Sampling:- Convenience sampling is a non-probability sampling technique

where subjects are selected because of the convenient accessibility and proximity to the
researchers. It’s a type of sampling where the first available primary data source will be used for
the research without additional requirements. In other words, this sampling method involves
getting participants wherever you can find them and typically wherever is convenient. In

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 convenience sampling no inclusion criteria identified prior to the selection of subjects. All
subjects are invited to participate.

Snowball sampling:

Snowball sampling or chain-referral sampling is defined as a non-probability

sampling technique in which the samples have traits that are rare to find. This is a sampling
technique, in which existing subjects provide referrals to recruit samples required for a research
study. Under this sampling we have collected various information from different customers
about their preferences and the quality they are looking in two wheelers in Jalandhar city.

Advantages of Convenience Sampling:

1. Simplicity of sampling and the ease of research

2. Helpful for pilot studies and for hypothesis generation
3. Data collection can be facilitated in short duration of time
4. Cheapest to implement that alternative sampling methods

Disadvantages of Convenience Sampling:

1. Highly vulnerable to selection bias and influences beyond the control of the researcher
2. High level of sampling error
3. Studies that use convenience sampling have little credibility due to reasons above

Research Design:- It is a systematic approach that a researcher uses to conduct a scientific

study. It is the overall synchronization of identified components and data resulting in a plausible
outcome. To conclusively come up with an authentic and accurate result, the research design
should follow a strategic methodology, in line with the type of research chosen. In this research,
we have used descriptive research design to conduct the study on the consumer behavior
towards two-wheelers in Jalandhar city.

Descriptive Research:- Descriptive research is used to describe characteristics of a population

or phenomenon being studied. It does not answer questions about how/when/why the
characteristics occurred. Thus, descriptive research cannot be used as the basis of a causal
relationship, where one variable affects another. Under this research we have founded various
characters of customer regarding two wheelers in Jalandhar city. We have noticed that majority
of bike which has been sold in this city is Bullet and Royal enfiled because most of people say
that this bikes are having good horsepower and better mileage system as compare to others
sports bikes.

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Data Collection Method:- It is the process of gathering and measuring information on targeted
variables in an established systematic fashion, which then enables one to answer relevant
questions and evaluate outcomes. In this research, we will be using questionnaire method to
collect data from the students. Here, we have collected data from secondary sources
ie.Agency,they have talked about the preferences of various customer regarding purchasing of
two wheeler. In Jalandhar most of people are trying to purchase two wheelers by seeing other
lifestyle like if this person can buy why I cant?

Data Analysis:- It is the most crucial part of any research. Data analysis summarizes collected
data. It involves the interpretation of data gathered through the use of analytical and logical
reasoning to determine patterns, relationships or trends. At the last we have founded that most
people preferences are regarding two wheelers are good and we have faced lots of problems
because noone wants to share their personal experience with anyone so that it was a little bit
tough task for us. We have collected much percentage of data from secondary sources instead of
primary sources.

Some expected results that we can get after conducting research are mentioned
below:-

i. We will be able to know the reason because of which the consumer prefer a two-wheeler
vehicle.
ii. We will be able to know about the perception of consumer towards two-wheeler
vehicles companies.
iii. We will be able to know how much they are satisfied with the after-sale services
provided by the two-wheeler vehicle companies.

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