Course Code: MGN206 Course Title: Research Methodology

Course Instructor: Dr. Lokesh Jasrai Section: Q1602

Academic Task No. 01 Academic Task Title: Consumer Behavior

Towards Two-Wheelers

Date of Allotment: 20-09-2018 Date of Submission: 15-10-2018

Student’s Roll No: 21, 22, 23, 25, 32 Student’s Registration No: 11610294, 11609971,
11611388, 11608352, 11607044

Evaluation Parameter: (Parameters on which student is to be evaluated - To be mentioned by students

as specified at the time of assigning the task by the instructor)
Learning Outcomes:

a) We came to know factors affecting consumers’ buying behavior.

b) We came to know about the two-wheeler manufacturers in India.

Declaration:

We declare that this Assignment is our group work. We have not copied it from any other student’s work
or from any other source except where due acknowledgement is made explicitly in the text, nor has any
part been written for me by any other person.

Student’s Signature:

a. Birendra Kumar Chaudhary

b. MD. Shahbaz Khan
c. Suraj Kumar Gupta
d. Arvind Singh Rajpurohit
e. Rupam Kumar Lal

Evaluator’s Comments (For Instructor’s use only)

General Observations Suggestion for Improvement Best Part of Assignment

Evaluator’s Signature and Date:

Marks Obtained: _______________ Max. Marks: ______________

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 Peer Rating

Registration Number Name Section Roll Number Peer Rating

11610294 Birendra Kumar Chaudhary Q1602 21 10

11609971 MD Shahbaz Khan Q1602 22 10

11611388 Suraj Kumar Gupta Q1602 23 10

11608352 Arvind Singh Rajpurohit Q1602 24 10

11607044 Rupam Kumar Lal Q1602 32 07

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1. Research Objective
• To study the behavioral factors of consumers in motor bikes.
• To analyze the impact of behavioral factors of consumers on choosing particular brand
of motor bike.
• To study the consumers’ opinion of their motor bikes regarding its features like
appearance, mileage, price, etc.

2. Research Methodology

Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic.

• Meaning of Research:- Research comprises creative and systematic work

undertaken to increase the stock of knowledge, including knowledge of humans,
culture and society, and the use of this stock of knowledge to devise new
applications. It is used to establish or confirm facts, reaffirm the results of previous
work, solve new or existing problems, support theorems, or develop new theories.
• 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 the students of Lovely Professional
University who has a two-wheeler vehicle and are pursuing any under graduate or
postgraduate course in the university.
• 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.

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 In this research, the sample size will be of 100 students aged between 19-25 years
of age and are pursuing any under graduate or post-graduate course in Lovely
Professional University.
• 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 will be using is the Registration Number
of the students of Lovely Professional University.
• 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 students 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 researcher.
Advantages of convenience sampling:-
• Gathering data through convenience sampling technique takes much
shorter time than any other sampling technique and thus it saves the time
of the researchers.
• Convenience sampling also saves the money of the researchers as
collecting data may involve a great amount of money but with
convenience sampling technique a researcher is able to collect data with
very less amount of money.
• The data that a researcher require for conducting the research can be easily
collected by convenience sampling technique or we can also say that there
is ease of availability of data in convenience sampling.

Disadvantages of convenience sampling:-

• There is a possibility of being biased in convenience sampling because the

data collected by this technique may represent the views of specific group
and not the entire population.

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 • In the convenience sampling technique there is high possibility of
sampling error because the sample selected is itself biased and
inaccuracies are bound to occur.
• Results cannot be generalized or the researcher cannot generalise the
conclusions drawn from this research and say that it applies to the entire
population.
• 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 will be using descriptive research design to conduct the study on
the consumer behavior towards two-wheelers.
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.
• 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.
• 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.
• Expected results from the research:- Some of the results that we can get after
conducting research are mentioned below:-
• We will be able to know the reason because of which the students prefer
a two-wheeler vehicle.
• We will be able to know about the perception of students towards two-
wheeler vehicles companies.
• 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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3. Data Analysis
After successful conduction of survey and collection of data it is necessary that we analyze
the collected data in order to identify factors responsible for affecting the preference of
youth towards two-wheeler. The survey was conducted with the help of Google Forms,
since this application provided a platform where we could conduct the survey with utmost
accuracy since the respondents can take a fair amount of time to understand and fill the
questionnaire. Moreover, conduction of survey through online medium is an environment
friendly decision as many pages is saved, also this makes the whole process hassle free.
The data collected was analyzed using SPSS v22.

i. Demographical Study:-
The aim behind this study is to find out what proportions of the sample have
responded to the survey and also to analyze their preference towards two
wheelers.

Table 1: Gender

Frequency Percent Valid Percent Cumulative Percent

Valid Male 31 62.0 62.0 62.0

Female 100.0
19 38.0 38.0
Total
50 100.0 100.0

It could be seen that out of 50 respondents to the study, 62% (31) were

‘Male’ and 38% (19) were ‘Female’.

Figure 1: Gender

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The third question of the questionnaire was about the age group where age of
respondents were, this information could help the researcher to know about the
preferences of respondents having different age groups towards two wheeler.

Table 2: Age

Frequency Percent Valid Percent Cumulative Percent

Valid
18-22 39 78.0 78.0
78.0
23-27 9 18.0 18.0
96.0

28-32 1 2.0 2.0 98.0

Above 33 1 2.0 2.0 100.0

Total 50 100.0 100.0

From the above table, it can be clearly stated that 78% (39) respondents were
from‘18-22’ age group, 18% (9) respondents were from ’23-27’ age group and
only 2% (1) respondents were from both ’28-32’,’Above 33’ age group.

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 ii. Vehicle of Preference:-
In the questionnaire, we asked the respondents about their vehicle of preference
in order to understand what kind of vehicle after all the respondents preferred.

From the table, we could see that 58% (29) of respondents preferred ‘Two
wheeler’ whereas 38% (19) respondents preferred ‘Four wheeler’. 4% (2)
respondents had different perspective where one of them did not drive
while another one preferred cycle as vehicle of preference.

Table 3: Vehicle of Preference

Frequency Percent Valid Percent Cumulative Percent

Valid 29 58.0 58.0

96.0
19 38.0
100.0
Two- wheeler 58.0
2 4.0
Four-wheeler
38.0
Other 4.0 100.0
Total 50 100.0

The reason for 38% of respondents opting for four wheelers could be explained
by the fact that while travelling by two-wheeler we are in contact with pollution
which can affect one’s health. While people opting for four wheelers might
have taken into account the rising traffic in the cities and to avoid that situation
it is better to ride in two-wheeler.

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 iii. Most Preferred Two wheeler Brand:-
In our survey we asked the respondents to rank their preferred brand
from a scale of 1 to 7 according to their judgement. This was done
understand and identify the most preferred two-wheeler brand among the
youth of Lovely Professional University.

Table 4A: Hero

Frequency Percent Valid Percent Cumulative
Valid 14 28.0 Percent
5 10.0
28.0

28.0 38.0
8 16.0
12 24.0
1 10.0 54.0

2 16.0 10.0
5 78.0
3 24.0
1
88.0
4 10.0 2.0
5 90.0
6 2.0 10.0
100.0
7 5 10.0
Total 50 100.0 100.0

As we can see that, Hero was given the rank 1 according to the
respondents. Hero got most frequency of 14 (28%) at rank 1, this
makes it the most preferred two-wheeler brand among youth.

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 Table 4B: Honda

Cumulative
Frequency Percent Valid Percent
Percent
1
5 10.0 10.0

2 16 32.0 32.0 10.0

7 14.0 14.0 42.0

3
5 10.0 10.0 56.0
4
6 12.0 12.0 66.0

5 8 16.0 16.0 78.0

3 6.0 6.0
6
94.0

7 100.0

Total 50 100.0 100.0

As we can see that, Honda was given rank 2 according to respondents. Honda
got a frequency of 16 (32%) at rank 2, this makes it the second most preferred
two-wheeler brand among youth.

Table 4C: Suzuki

Cumulative
Frequency Percent Valid Percent Percent

Valid 3 6.0 6.0 6.0

7 14.0 14.0 20.0

18 36.0 36.0 56.0

1
4 8.0 8.0
2 64.0
3 12 24.0 24.0
88.0
4 3 6.0 6.0
5 3 6.0 6.0 94.0
6
100.0
7
Total 50 100.0 100.0

Also it can be seen that, Suzuki was given rank 3 according to respondents. Suzuki got
a frequency of 18 (36%) at rank 3, this makes it third most preferred two-wheeler brand
among youth.

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 Table 4D: Royal Enfield

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 22.0
11 22.0 22.0
2
5 10.0 10.0 32.0
3
4 3 6.0 6.0 38.0
5
18 36.0 36.0 74.0
6
7 2 4.0 4.0 78.0

6 12.0 12.0 90.0

5 10.0 10.0
100.0
Total
50 100.0 100.0

After data analysis, it could be seen that Royal Enfield got most of the
frequency at rank 4 with a frequency of 18 (36%) voting for it at rank 4.

Table 4E: Bajaj

Cumulative
Frequency Percent Valid Percent Percent
Valid 6 12.0 12.0 12.0

2 4.0 4.0 16.0

1 7 14.0 14.0 30.0

2 5 10.0 10.0 40.0

3
20 40.0 40.0 80.0
4
5 3 6.0 6.0 86.0
6
7 14.0 14.0 100.0
7
Total 50 100.0 100.0

As we can see that, Bajaj got most of the frequency at rank 5 with
frequency of 20 (40%) voting for it at rank 5. This make Bajaj third least
preferred two-wheeler brand among the youth of Lovely Professional
University.

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 Table 4F: TVS
Cumulative
Frequency Percent Valid Percent Percent
Valid 3 6.0 6.0 6.0
1
2 11 22.0 22.0
28.0
3 2 4.0 4.0
32.0
4
3 6.0 6.0
5 38.0
6
4 8.0 8.0 46.0
7 22 44.0 44.0 90.0
Total 5
10.0 10.0 100.0

50 100.0 100.0

As we can see that, TVS got most of the frequency at rank 6 with 22 (44%)
of respondents voting for it at rank 6. This make TVS the second least
preferred two-wheeler brand among the youth of Lovely professional
University.

iv. Most Preferred Two-wheeler in 100-120cc Segment:-

In our survey we asked the respondents regarding their most preferred two-
wheeler in 100-120cc segment and after analysis this is what we found out.

Table 5: Most Preferred Two-wheeler in 100-120cc segment

Cumulative
Frequency Percent Valid Percent Percent
Valid 8 16.0 16.0 16.0
4 8.0
8.0 24.0
Bajaj Discover 17 34.0
34.0 58.0
Honda Twister 3 6.0
Hero Splendor 14 28.0 6.0 64.0

Hero Maestro 4 8.0 28.0 92.0

Honda Activa
8.0 100.0
Suzuki Access
Total 50 100.0 100.0

As we can see that, ‘Hero Splendor’ got most of the responses with 34% (17)
respondents making it the most preferred two wheeler in 100-120cc segment.

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 ‘Honda Activa’ secured the second place with 28% (14) respondents preferring
this two wheeler. Notably, ‘Bajaj Discover’ got 16% (8) responses, ‘Honda
Twister’ got 8% (4) responses, ‘Hero Maestro’ got 6% (3) responses, ‘Suzuki
Access’ got 8% (4) responses.

v. Most Preferred Two wheeler in above 150cc Segment:-

During our survey, we asked the respondents regarding their most
preferred two-wheeler in above 150cc segment. This was done in order to
identify which two-wheeler is perceived to be the best in the above
segment.

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 Table 6: Most Preferred Two-wheeler in Above 150cc segment

Frequency Percent Valid Percent Cumulative Percent

Valid Hero CBZ Extreme 2 4.0 4.0 4.0

Bajaj Pulsar 8 16.0 16.0 20.0

Yamaha FZ 11 22.0 22.0 42.0

TVS Apache 7 14.0 14.0 56.0

Royal Enfield Bullet 20 40.0 40.0 96.0

None of the above 2 4.0 4.0 100.0

Total 50 100.0 100.0

It can be clearly seen that, ‘Royal Enfield Bullet’ got most of the responses 40%
(20) to make it the most preferred two wheeler in this segment. Also, ‘Yamaha
FZ’ got 22% (11) responses, ‘Bajaj Pulsar’ got 16% (8) responses, ‘TVS Apache’
got 14% (7) responses, and ‘Hero CBZ Extreme’ got 4% (2) responses. 4% (2)
respondents chose ‘None of the above’ since these two respondents did not prefer
any of the following.

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vi. Appearance/Aesthetics:-
In our survey we asked respondents whether the appearance or the body design of
the two-wheeler influences their intention to purchase a two-wheeler. The
following the responses collected for the statement.

Table 7: Appearance/ Aesthetics

Frequency Percent Valid Percent Cumulative Percent

Valid 15 30.0 30.0 30.0

5 10.0 10.0 40.0

Strongly Disagree
6 12.0 12.0 52.0
Disagree
Neutral 6 12.0 64.0
12.0
Agree 18 36.0 100.0
36.0
Strongly Agree
Total 50 100.0 100.0

It can be stated that 36% (18) respondents ‘Strongly Agree’ to the statement
whereas 30% (15) respondents ‘Strongly Disagree’ to the statement. 12% (12)
respondents are both ‘Neutral’ and ‘Agree’ to the statement. Whereas, 10% (5)
respondents ‘Disagree’ to the question statement.

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vii. Brand Name:-
During our survey we asked respondents, whether brand name influences their
purchase intention of a particular two-wheeler. This is the responses which
were recorded.

Table 8: Brand name

Frequency Percent Valid Percent Cumulative Percent

Valid 7 14.0 14.0 14.0

8 16.0 16.0 30.0

Strongly Disagree
Disagree 7 14.0 14.0 44.0
Neutral 42.0
21 42.0 86.0
Agree
7 14.0 14.0 100.0
Strongly Agree
Total 50 100.0 100.0

We can see that, majority of respondents 42% (21) have responded as ‘Agree’
and 14% (7) respondents have ‘Strongly Agree’ response to the statement.
16% (8) respondents have ‘Disagree’ response while 14% (7) respondents
have ‘Strongly Disagree’ response. 14% (7) respondents had a ‘Neutral’
response to the statement.

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 viii. Reliability:-
In our survey, we asked our respondents whether the reliability factor
about a two-wheeler affects your purchase decision. The responses were
recorded and the following are the results.
Table 9: Reliability
Cumulative
Frequency Percent Valid Percent Percent

Valid 2 4.0 4.0 4.0

6 12.0 12.0 16.0

Strongly Disagree
Disagree 28 56.0 56.0 72.0

Neutral 11 22.0 22.0 94.0

Agree
3 6.0 100.0
6.0
Strongly Agree
Total 50 100.0 100.0

As we can see that, 56% (28) respondents have ‘Neutral’ response to the
question statement, whereas 22% (11) respondents have ‘Agree’ response,
12% (6) respondents have ‘Disagree’ response, 6% (3) respondents have
‘Strongly Disagree’ response and 4% (2) respondents have ‘Strongly
Disagree’ response.

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 ix. Performance:-
In our survey, we asked our respondents whether the performance of the two-
wheeler affects the preference in our mind. The responses were collected, and
the following are the results.

Table 10: Performance

Cumulative
Frequency Percent Valid Percent Percent

Valid 2 4.0 4.0 4.0

8 16.0 16.0 20.0

Strongly Disagree
Disagree 4 8.0 8.0 28.0

Neutral 22 44.0 44.0 72.0

Agree
14 28.0 28.0 100.0
Strongly Agree
Total 50 100.0 100.0

As we can see that, 44% (22) respondents have ‘Agree’ response to the
question statement and 28% (14) respondents have ‘Strongly Agree’ response.
Whereas 16% (8) respondents have ‘Disagree’ with the question statement,
8% (4) respondents have ‘Neutral’ response to the statement. While 4% (2)
respondents have ‘Strongly Disagree’ response to the statement.

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x. Advertisements:-
In our survey we asked our respondents whether the advertisements done by two-

wheeler companies affect you’re buying preference.

Table 11: Advertisements

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 2.0 2.0 2.0

2 4.0 6.0
Very Low 4.0
28 56.0
Low 56.0 62.0

Moderate 17 34.0
34.0 96.0
High 2 4.0
4.0 100.0
Very High
Total 50 100.0 100.0

As we can see that, 56% (28) respondents have ‘Moderate’ effect of

advertisements, 34% (17) respondents have ‘High’ effect of advertisements
whereas only 4% (2) respondents have ‘Very High’ effect of advertisements.
While 4% (2) respondents have ‘Low’ effect of advertisement at the same
point 2% (1) respondents have ‘Very Low’ effect of advertisements.

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 In the same survey we asked the respondents according to them about which mode
of advertisement is most effective in case of two wheelers.

Table 11A: Effective Mode of Advertisement

Cumulative
Frequency Percent Valid Percent Percent

Valid 4 8.0 8.0 8.0

70.0

31 62.0 62.0 100.0

Newspaper
Television 15 30.0 30.0
Social Media
Total 50 100.0 100.0

It can be seen that, ‘Television’ is the most effective mode of advertising since
62% (31) respondents responded to this this option. While 30% (15)
respondents thought that ‘Social Media’ was the most effective mode of
advertisement. 8% (4) respondents thought that ‘Newspaper’ was an effective
mode of advertising. ‘Radio’ received zero responses.

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xi. After Sale Services:-
In our survey, we asked respondents whether the after sale services
provided by the two wheeler companies influence your purchase intention.
The responses were collected and analyzed. The following is the data
regarding the same.

Table 12: After Sale Services

Cumulative
Frequency Percent Valid Percent Percent

Valid 14 28.0 28.0 28.0

Neutral
Agree 22 44.0 44.0 72.0

Strongly Agree 14 28.0 28.0 100.0

Total 50 100.0 100.0

We can see that, 44% (22) and 28% (14) of respondents have responded
to ‘Agree’ and ‘Strongly Agree’ respectively. 28% (14) respondents
responded to ‘Neutral’ whereas no respondents responded to ‘Disagree’ or
‘Strongly Disagree’.

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xii. Price:-
In our survey, we asked our respondents whether the price of two wheeler
influences their purchase intention. The responses were recorded and
analyzed. The following table shows data regarding the same.

Table 13: Price

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 6 12.0 12.0 12.0
Disagree
12 24.0 24.0 36.0
Neutral
14 28.0 28.0 64.0
Agree
Strongly Agree 13 26.0 26.0 90.0
Total 5 10.0 10.0 100.0

50 100.0 100.0

As we can see, 28% (14) respondents have ‘Neutral’ response, 26% (13)
respondents have ‘Agree’ response and 24% (12) respondents have ‘Disagree’
response. While 12% (6) respondents have ‘Strongly Disagree’ response and
10% (5) respondents have ‘Strongly Agree’ response.

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 The next question we asked was about the budget they would allocate if they had
to buy a two wheeler. The responses were recorded and classified.
The following is the data collected regarding the same.

Table 13A: Budget Allocation

Cumulative
Frequency Percent Valid Percent Percent
Valid Rs 20,001- Rs 40,000 4 8.0 8.0 8.0
Rs 40,001- Rs 60,000 10 20.0 28.0
20.0
Rs 60,001- Rs 80,000 10 20.0 48.0
20.0
Rs 80,001- Rs 1,00,000
>Rs 1,00,000 12 24.0 24.0 72.0
Total 14 28.0 28.0 100.0

50 100.0 100.0

As we can see that, 28% (14) respondents have opted for a budget of ‘>₹

1,00,000’, 24% (12) respondents have opted for a budget of ‘₹ 80,001 - ₹

1,00,000’, 20% (10) respondents have opted for both the budgets ‘ ₹ 40,001 - ₹

60,000’ and ‘₹ 60,001 - ₹ 80,000’ respectively. Only 8% (4) of respondents have

opted for a budget of ‘₹ 20,001 - ₹ 40,000’. No respondents have opted for a

budget of ‘<₹ 20,000’.

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 xiii. Scope of Electric Two-wheelers:-
In our survey, we asked the respondents whether there is scope for electric
two wheelers in India. The responses were recorded and analyzed. This
question statement was very important one since rising level of pollution
has demanded the society to develop alternate ways to travel, one of them
is electric two-wheeler.

Table 14: Scope of Electric Two-wheeler

Frequency Percent Valid Percent Cumulative Percent

Valid 42 84.0 84.0 84.0

Yes
8 16.0 16.0
100.0
No
Total 50 100.0 100.0

It can be seen that, 84% (42) respondents have said ‘Yes’ to the statement
regarding the scope of electric two-wheeler. Whereas, only 16% (8)
respondents have said ‘No’ to the statement regarding the scope of electric
two wheelers in India.

Figure 13:- Scope of Electric Two-wheelers

Yes
No

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 In the next question we asked the respondents, whether in future they would be
willing to purchase electric two-wheeler. As researchers, we felt that as Tesla had
begun a revolution electric car but somehow, we haven’t started electric two-
wheeler revolution in the world.

Table 14A: Purchase Intention of Electric two-wheeler

Cumulative
Frequency Percent Valid Percent
Percent
Valid
1 2.0 2.0 2.0
Very Low
5 10.0 10.0 12.0
Low
Moderate 20 40.0 40.0 52.0
High
15 30.0 30.0 82.0
Very High
Total 9 18.0 18.0 100.0

50 100.0 100.0

It can be seen that, 40% (20) respondents have ‘Moderate’ purchase intention, 30% (15)
respondents have ‘High’ purchase intention, 18% (9) respondents have ‘Very High’
purchase intention, 10% (5) respondents have ‘Low’ purchase intention and 2% (1)
respondent has a ‘Very Low’ purchase intention.

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 xiv. Mileage:-
In our survey, we asked the respondents whether the mileage given by a
particular two-wheeler influences your purchasing preference. The
responses were recorded and analyzed. The following data is regarding the
same.

Table 15: Mileage

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 2.0 2.0 2.0

Disagree 9 18.0 18.0 20.0

Neutral 62.0
21 42.0 42.0
Agree
19 38.0 38.0 100.0
Strongly Agree
Total 50 100.0 100.0

As we can see that, 42% (21) respondents do ‘Agree’ to the question

statement, 38% (19) respondents do ‘Strongly Agree’ to the question
statement. While 18% (9) respondents have a ‘Neutral’ stance on mileage
whereas, 2% (1) respondent ‘Disagree’ to the question statement.

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4. Results
After successful data analysis we came to draw some results to problem statement.
This step is very essential since our study demands for the factors which
influences the preference of youth towards two wheelers in Lovely Professional
University, Phagwara. After detailed study we came to know that there are five
main factors which influences a youth’s mind towards buying that particular two-
wheeler:
• Brand Name
• Mileage
• After Sale Services
• Advertisements
• Performance
Brand Name is a very important factor for a youth while purchasing a two-
wheeler. Most of the youth in today’s scenario are more brand conscious. Two-
wheeler companies have tried to make a good reputation for themselves through
various endorsements to reality shows which youth prefer to watch and ultimately
get associated with that brand. Thus, end up buying a two-wheeler of the same
brand. Brand equity which identifies a brand in the market is very essential for
company. The equity of a brand is important because, if the brand has positive
brand equity, the company can charge more for their products and services than
the products of other competitors.
Mileage is very vital factor which influences youth towards buying a particular
two-wheeler. Youth especially are very considerate about the mileage because
majority of them are dependent on their parents for monetary support. Moreover,
the prices of fuel is increasing day by day. This makes mileage an important factor
while buying a two-wheeler. There are many other factors that affect the mileage
of a two-wheeler like tire air pressure, aerodynamics or body design, engine
condition and typed are some of the factors which affect mileage of a two-
wheeler.

After Sale Service provided by a two-wheeler company can potentially seem to

attract the youth of Lovely Professional University. After-sales service which is a
part of customer relationship management (CRM) helps to enhance a customer’s
loyalty. After sale services usually turn happy customers into repeat customers

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 therefore, this factor is very essential for influencing the buying preference of
youth in Lovely Professional University.

Advertisements play an important role in changing the preference of youth

towards two wheelers. According to our study, it can stated that advertisements
through Television is the most effective mode of advertisement and the second
most effective mode of advertising is through Social media.
Performance is important with respect to two wheelers since this the core factor
which an individual looks for in a two-wheeler. The engine performance and
horsepower of the two-wheeler. According to our study in 100-120cc segment
Hero Splendor was the most preferred two-wheeler by the respondents. While in
above 150cc segment Royal Enfield Bullet is the most preferred two-wheeler by
the respondents

It can be seen that, during our study we found out that there is tremendous scope
foe electric two-wheeler in India. As majority of the respondents were looking for
an alternate fuel rather than traditional petrol.

5. Recommendations
The economic growth and the need for better conveyance lead to gradually
improving of road infrastructure coupled with better credit and financing options,
have acted as a major catalyst in encouraging the growth and development of the
two-wheeler segment in India. Further, the new and improved features on the two
wheelers their stylish and trendy looks and a rage with the country's youth who
form a substantial influence in determining the consumer behavior have ensured
that the two wheelers remain on top of the automobile industry's agenda in India.
It is also recommendable to introduce such two wheelers that would make it easy
to be used in rural kacha (gravel) roads keeping in mind the rural market of two-
wheeler industry and with understanding of their income level.
So that it enables them to buy two wheelers and that would be affordable for them
just like four wheelers.
Usage of ‘Nano Technology’ is made keeping in mind that every class of society
should have an easy access to purchase vehicles in general. The similar concept

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 is to be taken while launching new two wheelers that should be in range of every
class of society.

The launching of electric two wheelers can improve the nation’s environmental
conditions since this two-wheeler would be using clean energy and will be
pollution free. Such a move by two-wheeler companies can help they tap a market
which earlier preferred cycles keeping in mind that these two wheelers would be
comparatively cheaper than the other two wheelers which runs on petrol.

6. Conclusion
Understanding youth’s behavior in the present scenario is extremely important as
it is no longer a simple task. Now the youth or consumer is considered to be the
King. He is the price-maker and not price-taker. Earlier, there used to be a few
two-wheeler manufacturers who held a monopoly. However, this situation has
changed with the entry of other competitors, especially after liberalization and
globalization.
The foreign collaboration saw production going up tremendously due to the
availability of many alternative choices, consumer preferences and needs
changed. Suddenly, the buyer came into focus. Hence, this study made an attempt
to know the factors which influences youth into buying a two-wheeler.
The study was conducted by using the survey method. The study revealed that
youth’s preference and ownership pattern and the sources of information they
used to make the purchase decision, and importance given to various evaluation
criteria. Talking of the two-wheeler industry, the names that effortlessly come to
us is Bajaj Auto, Hero, Honda, TVS Motor, Yamaha Motor, Royal Enfield and
others. The two-wheeler segment has played an important role in giving a push to
the automobile industry in India. In fact, the production, sales and exports of the
two wheelers is a fair indication of the growing importance that it enjoys in this
country's manufacturing economy. An overview of the two- wheeler industry
makes this clear that the two wheelers are among the most sought after
automobiles in India for some time and the trend is likely to stay for a while. But
is also observed that youths are not that satisfied with the services provided by
the two wheelers service provided.

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7. Questionnaire
• Demographic Questions
1. Name:
2. Gender:
a) Male
b) Female

3. What is your age?

a) 18-22
b) 23-27
c) 28-32
d) Above 33

4. What is your education level?

a) Diploma
b) Undergraduate
c) Post Graduate
d) Ph.D.

5. What is your self/ family’s income (per month)?

a) Below Rs 40,000
b) Rs 40,001 – Rs 60,000
c) Rs 60,001 – Rs 80,000
d) Above Rs 80,000

• Questions relating to research objective

6. What kind of vehicle do you prefer?
a) Two-wheeler
b) Four-wheeler
c) Other (Please Specify______________)

7. Do you own a two-wheeler?

a) Yes
b) No

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 8. For what purpose do you use two-wheeler?
a) Job related
b) Educational
c) Personal interest

9. Rank the following brand from 1-7 according to your preference?

a) Hero ( )
b) Honda ( )
c) Suzuki ( )
d) Royal Enfield ( )
e) Bajaj ( )
f) TVS ( )
g) Yamaha ( )

10. Which two-wheeler you will prefer to buy in 100 -125 CC segment?
a) Bajaj Discover
b) Honda Twister
c) Hero Splendor
d) Hero Maestro
e) Honda Activa
f) Suzuki Access

11. Which two-wheeler will you prefer to buy in 150 CC segment?

a) Hero CBZ Extreme
b) Bajaj Pulsar
c) Yamaha FZ
d) TVS Apache
e) Royal Enfield Bullet
f) None of the above
12. While choosing a brand what is the most important factor that you look for?
a) Brand Image
b) Quality
c) Price
d) Past experience

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 13. What influences your decision to purchase a two-wheeler? (Please tick your
option)
Category Strongly Agree (4) Neutral Disagree Strongly
Agree (5) (3) (2) Disagree

(1)
Appearance
Brand Name
Reliability
Performance
After Sale

Service

14. How much time would do you take between need identification and actual
purchase? (Please tick your option)

<1 Month 1-5 Months 6-12 Months 1-2 Years >2 Years

15. Does advertisements influence your purchase decision? (Please tick your
option)

Very Highly (5) Highly (4) Moderately (3) Slightly (2) Not at all (1)

16. Which mode of advertisement is most effective in case of two wheelers?

a) Newspaper
b) Television
c) Social Media
d) Radio

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 17. Which of the following features you prefer in your two-wheeler?
a) Disc Brakes
b) ABS
c) Suspension
d) Storage Boot
e) Comfortable seats

18. Does after sales services influence your purchase intention? (Please tick
your option)

Strongly Agree Agree (4) Neutral (3) Disagree (2) Strongly Disagree

(5) (1)

19. Which Two-Wheeler Company provides better after sales service according
to you?
a) Bajaj
b) Honda
c) Hero MotorCorp
d) Royal Enfield
e) Yamaha
f) TVS
g) Others (Please Specify______________)

20. Does easy availability of spare parts of two-wheeler influences your

preference? (Please tick your option)
Strongly Agree (4) Neutral (3) Disagree (2) Strongly
Agree (5) Disagree (1)

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 21. While purchasing a two-wheeler, whose advice do you take before
purchase?
a) Parents
b) Siblings
c) Friends
d) Dealer itself

22. After purchase, for how many years will you be using the vehicle before
shifting to a new one? (Please tick your option)
<1 year 1-2 years 2-3 years 3-4 years Will not sell

23. From which source would you prefer to finance your two-wheeler purchase?
a) Cash
b) Bank loan
c) EMI
d) Friends/ Relatives

24. Does price of the two-wheeler influence your purchase preference for two
wheelers? (Please tick your option)
Strongly Agree Agree (4) Neutral (3) Disagree (2) Strongly

(5) Disagree (1)

25. Would you be willing to buy a second-hand two-wheeler?

a) Yes
b) No

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 26. What would be your budget while purchasing a two-wheeler? (Please tick
your option)
<Rs 20,000 Rs 20,001- Rs 40,001- Rs 60,001- Rs 80,001- >Rs 1,00,000

Rs 40,000 Rs 60,000 Rs 80,000 Rs 1,00,000

27. Is there any scope of electric two-wheeler in India?

a) Yes
b) No

28. What are the chances that you would buy an electric two-wheeler in future?
(Please tick your option)
Very High (5) High (4) Moderate (3) Low (2) Very Low (1)

29. Does mileage influence your preference about two-wheeler purchase?

(Please tick your option)
Strongly Agree Agree (4) Neutral (3) Disagree (2) Strongly Disagree

(5) (1)

30. According to you what is the ideal mileage for you? (Please tick your
option)
<30 kmpl 31 kmpl-60 kmpl 61 kmpl-90 kmpl 91 kmpl- 120 kmpl >120 kmpl

************************End of Questionnaire**********************

Thank you! For your response.

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