CONSUMER BEHAVIOUR

PROJECT

Team Members
1. Akshay Yadav (JL18FS004)
2. Ayush Agarwal
3. Ananya Mishra
4. Ayushi kansal
5. Maansi Bhatnagar
6. Arti Singh

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 Table of Content
S.no Subject Page
No.
1 Introduction
 Executive Summary 3
 Literature Review 4
2. Theoretical Background
 Consumer Buying Behaviour 4
3 Problem Definition
 Problem Statement 5
4 Research Methodology
 Research Design 5
 Source of Data 6
 Techniques 8
 Sampling 9
 Data Collection Method 9
5 Data Analysis and Interpretation 12
6 Findings 12
7 Suggestions 28
8 Conclusion 29
References
Appendix

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Acknowledgment
The preparation of this project was a rigorous and compelling task and it would not have been
accomplished without the encouragement and support of Prof. Puneet Rai . We would like to
take this opportunity to express our gratitude to Sir for the constant guidance, valuable advice
during the preparation of the project.

We would also like to show appreciation for all the respondents and interviewees for their
assistance in completing the questionnaire, feedbacks and suggestions remaining to be valuable.

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Executive Summary
There was a time when two-wheelers were only meant for transportation. But then came some
motorcycles that changed this completely. The launch of such motorcycles made the people
realise that India is now ready for more than just commuters. Motorcycles were not more than a
distant dream for the middle-class Indian family. With changing times, Indians have welcomed
the two-wheeler giants like Bajaj and Honda with open arms.

We have used both the qualitative and quantitative methodology for our research purpose. For
the quantitative methodology we used a questionnaire and collected about 73 respondents and for
qualitative we used opened ended questions and collected 6 respondents.

With the questionnaire we compared two leading bike companies in India that is Honda and
Bajaj and concluded that people were inclined towards Honda bikes because of its features
whereas people choose Bajaj because of its promotional activity.

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Literature Review
“Dr.D. Chandrasekhar Naidu (2017): “Consumer Behavior towards Sports Bike Users in
Kurnool Town of Andhra Pradesh State” The study of Consumer behavior plays a key role in
marketing. All the marketing activities related to companies are customer centric. As youth
population is increasing in India , the sales of sports bikes also increasing simultaneously. This
study is aimed to identify the factors that influence the consumer buying behavior of the sports
bike users in Kurnool town of Andhra Pradesh state. The survey is mainly focused on the buying
behavior of sports bike consumers and analyzing their satisfaction levels.”

“Siddhartha and S Mukherjee (2002): The Study reveals. That, the two-wheelers in India are used
for variety of work such as visiting people, carrying loads, outdoor jobs like selling and buying.
In rural areas it helps people to travel more frequently to nearby towns to their daily needs. The
two-wheeler has become a valuable support for increasing productivity and in turn the profit,
besides helping as a personal mode of transportation.”

“(Ramarao, 2009) examined the necessity for changes in the motorcycle section to face
challenges in the bike aggressive market. Two wheeler manufacturers are adjusting and
improving their product features, productivity, look, appearance and style. Nowadays a two
wheeler is pleasant technique for conveyance. There are many players in two wheeler market
like Hero Honda, Yamaha, Bajaj, TVS but Hero Honda is an established player. The review
identifies and recognizes the difference in consumer behaviour within two time frames, i.e., 2004
and2008.The research suggest the manufacturers to concentrate and direct their focus towards
the non-stop behavioural changes in the purchaser and thereby making upgrades of their vehicles
to reap competitive position.”

(Dr. Ronald Mani & Mr. Debasis Tripathy, 2013) assessed and perceived the behavioural
variables and their effect on the customers buying behaviour of the 300 two wheeler bike owners
from Allahabad, Lucknow and Varanasi cities of Uttar Pradesh. The study is centred on the
purchasing behaviour of the customer that provokes them to buy the two wheeler bike. The bike
associations decided for study were Bajaj Auto, Hero Motocorp, HMSI, Yamaha Motors and TVS
Motors.

Consumer Buying Behavior

Consumer buying behavior is basically the study of how, what, when, why people buy a
particular product. Consumer Behavior studies the psychology of the consumers in the marketing
environment. The cognitive psychology which is the study of knowledge related behavior is one
of the most important aspect in consumer behavior. Another important factor is Social

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Psychology , it studies the personality, attitude and behavior of an individual that influences the
buying decision.

The purchase decision of the customer can be affected by the following factors:

 Cultural Factors
 Social factors
 Personal Factors
 Psychological factors

Cultural Factors: The cultural factors has a great impact on the buying decision of a consumer.
A consumer is most likely to be influenced by his/ her culture, sub-culture, and social class.
Culture includes everything thing in the surrounding that affects an individuals thoughts and
behavior, whereas sub-culture includes religions, nationalities and geographic regions. Social
class means the type, quality of product that a consumer buys.

Social Factors: An individual’s behavior is influenced by the social factors such as reference
groups, family and statues. Reference groups consists of those people that directly or indirectly
affects the a person’s buying decision. The Family plays the most important role in the buying
decision of the person as without the consent of the family one cannot move ahead usally. It is
the most influential reference group. Another social factor is the status, every individual has a
status which is perceived by the society.

Personal Factors: Every individual has his/her own personal characteristics such as age , lifestyle,
occupation , personality, attitude etc that affects the buying decision of an individual.

Psychological Factors: Some of the Psychological such as learning, perception, motivation , belief and
attitude influence the needs of the consumer and hence thereon affects the buying decision of the
consumer.

Statement of problem
Consumers are the focus of marketing effort. The modern marketing concept spells out the real
significance of the marketing mix are highly integrated with one other. They are seen through the
eyes of the customer and are coordinated, so as to produce the best benefits and optimum
satisfaction for the customer. As the today companies are facing through competition. Company
should also allows know the future prospects of the company and where it is at present in the
market. Consumer‘s tastes and preferences are ever changing. The demand for two wheelers is
increasing every year. Similarly, the preferences of the consumers are also changing from time to
time. A number of companies are manufacturing two-wheelers of various kinds to suit the ever-
changing consumers’ preferences.

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Research design
“Itis a framework of methods and techniques to combine various components of research to
handle the research problem efficiently. It gives us idea “how to conduct research using a
particular methodology”?”

“Forthis research problem we ae using both Qualitative research design and Quantitative
Research design. In Qualitative research design the relationship between the collected data and
observation is based on the mathematical calculations whereas in quantitative research design is
used to make statistical conclusions to gain insights.”

Methodology and Data Collection:

1) Quantitative Method:
(a) A survey has been done with the help of google form by preparing a Multiple choice
questionnaire and rating scale.
(b) A sample size of 73 people has been taken. Most of them were the youngsters.
(c) The questionnaire was prepared on the basis of Age group, monthly income,
profession, factors that will affect buying decision like technical features, design, no.
of variants, cost price, maintenance cost, availability, serviceability, what image a
particular brand possesses in the market, whether the buying behavior is passion
driven or status driven.
(d) The sample size is pf 73 and the response rate is 100%.
(e) The questionnaire consist of three multiple choice questions and 11 questions based
on 5 point Likert scale.
(f) The MCQ questions are as follows:
Questionnaire for sports Bike

Age Group

 18-23 years
 24-28 years
 29-33 years
 33 and above

Monthly Income

 10,000-50,000
 50,000-1L
 1L-1.5L
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  More than 1.5Lakh

Profession

 Self employed
 Government Employee
 Student
 Private Sector employee

Factors affecting buying decision

*I buy based on features of the bike

Product ( 1-Least,5- Highest)

Technical features

1 2 3 4 5

Acceleration

1 2 3 4 5

Design

1 2 3 4 5

No. of variants

1 2 3 4 5

Price ( 1-Least,5- Highest)

Cost price

1 2 3 4 5

Maintainance Cost

1 2 3 4 5

Distribution ( 1-Least,5- Highest)

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Availability

1 2 3 4 5

Serviceability

1 2 3 4 5

Promotion ( 1-Least,5- Highest)

I give preference to brand image

1 2 3 4 5

Your buying decision is driven more by passion ( 1-Least,5- Highest)

1 2 3 4 5

Your buying decision driven more by status symbol

1 2 3 4 5

How would you rate the following factors of bikes w.r.t different companies (1-Least, 5-
Highest)

Bajaj TVS

Tools used:

(a) SPSS
(b) Graph

2) Qualitative method:
Interviews or focus groups
The research project is based on the comparison between pulsar and Apache.
(a) Interviews of 13 people have been taken to know the insights of the people like what
are the factors that they consider while purchasing a sports bike like Pulsar or
Apache.

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 (b) We have selected 13 people lying between the age group od 20 to 35 years because
mostly these people are fond of sports bike.
(c) The interview conducted was a structured interview.

Questionnaire

1. Do you have interest in sports bike?

Respondent 1: Yes, I do like sports bike.
Respondent 2: No
Respondent 3: Certainly yes, I like sports bike but its prices are very high. Right now I
cannot afford it as I have other financial plans .
Respondent 4: Yes, Even I have one . I purchased it few months back.
Respondent 5: Yes
Respondent 6: No I am more of car fan.

2. According to you which sports bike is best in India?

Respondent 1: According to me the best sports bike is Yamaha YZF R15 V3
Respondent 2: Well, I do not have interest in sports bike but I would prefer TVS Apache
Respondent 3: Bajaj Pulsar NS160
Respondent 4: KTM RC 200
Respondent 5: It depends upon in which segment a bike belong. Under the 250 segment
, according to me , its CBR250R
Respondent 6: DUCATI PANIGALE V4.

3. What are the major reasons for which you would like to purchase a
sports bike rather than a normal bike?
Respondent 1: I would prefer buying a sports bike because it has powerful engine, its
overall appearance, High mileage, also it has excellent handling.
Respondent 2: I do not think it’s a good decision to buy as they are very costly.
Respondent 3: The main reasons are they have good engine, its overall appearance is
very attractive
Respondent 4: Sports bike are good for highway trips with friends, it has powerful
engine and good mileage.

Respondent 5: Major reasons for purchasing a sports bike performance, look, speed.

Respondent 6: I would rather have a cruise bike instead of a Sports Bike

4. Which sports bike is best in terms of mileage?

Respondent 1: Yamaha

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 Respondent 2: According to me Bajaj’s bike are best in terms of mileage
Respondent 3: In my opinion KTM would be best
Respondent 4: KTM is the best according to me is the best in terms of mileage
Respondent 5: Under a segment of 250cc, pulsar 200NS has a better mileage
Respondent 6: The most affordable and highest in terms of mileage is the Bajaj Platina.

5. While buying a sports bike what features are the most important to
you?
Respondent 1: Speed, acceleration
Respondent 2: The overall look of the bike maybe.
Respondent 3: Powerful engine, acceleration, bold look.
Respondent 4: Powerful engine, strong body, mileage.
Respondent 5: performance, look, speed.
Respondent 6: The Torque, top speed, aesthetic, Engine Sound and almost everything.
If I am going to buy a Sports Bike, I will compare it thoroughly to match my needs.

6. What is the amount that you would like to keep to purchasing a sports
bike?
Respondent 1: I would say it’s a costly affair buying a sports bike but my budget would
not exceed 1,50,000.
Respondent 2: I would not invest a huge amount in this head. As I would prefer a normal
bike.
Respondent 3: My budget would be 100000.
Respondent 4: I can keep 2L to 2.5L for sports bike.
Respondent 5: 4lakhs max
Respondent 6: 8 lacs

7. Your buying decision is driven by brand image or passion or status

symbol? Explain

Respondent 1: My buying decision is driven by the brand image and the quality of the
product.
Respondent 2: My buying decision is most likely depends on my budget and the prefer
of my family members.
Respondent 3: My buying decision depends on brand image rather than any other
factors.
Respondent 4: My buying decision depends on my passion, serviceability, performance
of the bike.
Respondent 5: Passion.Neither Brand image nor status symbol matters to me.

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 It depends on the bike , its performance. Is it really worth it to invest into.
Respondent 6: Brand Image is one thing and the service they provide for as long I am
going to have the bike is the highest of my priority.

8. What are the keys factors that influence your buying decision for sports
bike?
Respondent 1: It would depend on my needs and wants at a particular point of time.
Respondent 2: I would not like to buy.
Respondent 3: I would like to purchase a product that give me value for money.
Respondent 4: The key factors would be my passion as I am a big bike freak.
Respondent 5: Same as point 3rd
Respondent 6: My Budget is the first and foremost thing.

9. Do reference groups or family play a major role making the decision?

Respondent 1: Sometimes yes my friends do have a say in my decision making process.
Respondent 2: Yes
Respondent 3: Maybe, my family members do have a say if I am buying a product
Respondent 4: No , not really
Respondent 5: No
Respondent 6: Not in this case.

10.What type of designs you prefer in sports bike?

Respondent 1: Bold look
Respondent 2: The overall appearance should be attractive.
Respondent 3: It should be dark in colour with bold look.
Respondent 4: The overall appearance of sports bike matters a lot. So, I would like to
have a sports bike that have a stylish and modern look
Respondent 5: I’ll prefer middle weight or superbike
Respondent 6: The heavier the better.

11.Do you like a particular brand for sports bike? If yes, then why?
Respondent 1: No, not really.
Respondent 2: No.
Respondent 3: Yes, because I have soft corner for Bajaj Bike’s as their bike are great in
performace
Respondent 4: Yes, I like KTM’s bike because of their looks , mileage and powerful
engine.
Respondent 5: No

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 Respondent 6: Over time, there have been brands which gain craze because of famous
star or movies. But, moving aside those; DUCATI has been the leading leader for Sports
Bike.

12.Do you feel there are any drawbacks of buying sports bike?
Respondent 1: Yes, the cost is very high, not everyone can afford it.
Respondent 2: It includes a huge amount to be invested, also less comfort and high
maintenance cost.
Respondent 3: It one wants to buy a sports bike he should a good handsome amount with
him while purchasing the product and even after purchasing it as maintenance cost is
high.
Respondent 4: Maybe, its just that the cost of sports bike is high.
Respondent 5: High Cost
Respondent 6: Mileage

DEMOGRAPHIC FACTORS

Age Group

Frequency Percent Valid Percent Cumulative

Percent

20 – 29 38 52.1 52.1 52.1

30 – 39 33 45.2 45.2 97.3

Valid 40 – 49 1 1.4 1.4 98.6

60 and above 1 1.4 1.4 100.0

Total 73 100.0 100.0

Gender

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 Frequency Percent Valid Percent Cumulative
Percent

Male 52 71.2 71.2 71.2

Valid Female 21 28.8 28.8 100.0

Total 73 100.0 100.0

Employment

Frequency Percent Valid Percent Cumulative

Percent

employed 43 58.9 58.9 58.9

Valid self employed 30 41.1 41.1 100.0

Total 73 100.0 100.0

Annual Income

Frequency Percent Valid Percent Cumulative

Percent

Below Rs 5,00,000 21 28.8 28.8 28.8

Rs 5,00,001 - Rs 10,00,000 31 42.5 42.5 71.2

Valid Rs 10,00,001 - Rs 15,00,000 12 16.4 16.4 87.7

Above Rs 15,00,000 9 12.3 12.3 100.0

Total 73 100.0 100.0

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 OVERALL INTERPRETATION – Major target population belong to age group of 20
to 39 of which majority were males who were employed with income between Rs
5, 00,001 to Rs 10, 00,000

FEATURES

I buy bike based on features of the bike (1 = Least important , 5 = most important) [Technical
Features]

Frequency Percent Valid Percent Cumulative

Percent

least important 1 1.4 1.4 1.4

slightly important 3 4.1 4.1 5.5

Neutral 22 30.1 30.1 35.6

Valid
important 22 30.1 30.1 65.8

most important 25 34.2 34.2 100.0

Total 73 100.0 100.0

I buy bike based on features of the bike (1 = Least important , 5 = most important) [Acceleration]

Frequency Percent Valid Percent Cumulative

Percent

least important 1 1.4 1.4 1.4

Valid slightly important 4 5.5 5.5 6.8

Neutral 14 19.2 19.2 26.0

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 important 33 45.2 45.2 71.2

most important 21 28.8 28.8 100.0

Total 73 100.0 100.0

I buy bike based on features of the bike (1 = Least important , 5 = most important)
[Design]

Frequency Percent Valid Percent Cumulative

Percent

least important 1 1.4 1.4 1.4

slightly important 3 4.1 4.1 5.5

Neutral 4 5.5 5.5 11.0

Valid
important 30 41.1 41.1 52.1

most important 35 47.9 47.9 100.0

Total 73 100.0 100.0

I buy bike based on features of the bike (1 = Least important , 5 = most important) [No.
of variants]

Frequency Percent Valid Percent Cumulative

Percent

least important 3 4.1 4.1 4.1

Valid slightly important 10 13.7 13.7 17.8

Neutral 14 19.2 19.2 37.0

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 important 32 43.8 43.8 80.8

most important 14 19.2 19.2 100.0

Total 73 100.0 100.0

OVERALL INTERPRETAION - From the above tables we can interpret that majority of
people thinks Features of bikes place an important role in buying decision of bikes
either its Technical features, Acceleration, Design or No of variants.

PRICE

Price (1 = Least important , 5 = most important) [Cost price]

Frequency Percent Valid Percent Cumulative

Percent

least important 1 1.4 1.4 1.4

slightly important 6 8.2 8.2 9.6

Neutral 21 28.8 28.8 38.4

Valid
important 30 41.1 41.1 79.5

most important 15 20.5 20.5 100.0

Total 73 100.0 100.0

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 Price (1 = Least important , 5 = most important) [Maintenance Cost]

Frequency Percent Valid Percent Cumulative

Percent

least important 1 1.4 1.4 1.4

slightly important 4 5.5 5.5 6.8

Neutral 24 32.9 32.9 39.7

Valid
important 20 27.4 27.4 67.1

most important 24 32.9 32.9 100.0

Total 73 100.0 100.0

OVERALL INTERPRETAION - From the above tables we can interpret that majority
of people thinks that both cost price and maintenance cost both plays important
roles in decision making.
DISTRIBUTION

Distribution (1 = Least important , 5 = most important) [Availability ]

Frequency Percent Valid Percent Cumulative

Percent

least important 1 1.4 1.4 1.4

slightly important 4 5.5 5.5 6.8

Neutral 29 39.7 39.7 46.6

Valid
Important 19 26.0 26.0 72.6

most important 20 27.4 27.4 100.0

Total 73 100.0 100.0

Distribution (1 = Least important , 5 = most important) [Serviceability]

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 Frequency Percent Valid Percent Cumulative
Percent

Promotion (1 = Least important , 5 = most important) [I give preference to brand image]

least important 1 1.4 1.4 1.4

slightly important 4 5.5 5.5 6.8

Neutral 15 20.5 20.5 27.4

Valid
Important 33 45.2 45.2 72.6

most important 20 27.4 27.4 100.0

Total 73 100.0 100.0

OVERALL INTERPRETAION - From the above tables we can interpret that majority
of people have neutral effect on availability but takes serviceability as important
factor while buying decision.

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 Frequency Percent Valid Percent Cumulative
Percent
PROMOT
least important 1 1.4 1.4 1.4
ION
slightly important 3 4.1 4.1 5.5

Neutral 4 5.5 5.5 11.0

Valid
Important 30 41.1 41.1 52.1

most important 35 47.9 47.9 100.0

Total 73 100.0 100.0

Promotion (1 = Least important , 5 = most important) [My buying decision is driven

more by passion]

Frequency Percent Valid Percent Cumulative

Percent

least important 3 4.1 4.1 4.1

slightly important 7 9.6 9.6 13.7

Neutral 12 16.4 16.4 30.1

Valid
Important 32 43.8 43.8 74.0

most important 19 26.0 26.0 100.0

Total 73 100.0 100.0

Promotion (1 = Least important , 5 = most important) [My buying decision is driven

more status symbol]

Frequency Percent Valid Percent Cumulative

Percent

Valid slightly important 5 6.8 6.8 6.8

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 Neutral 19 26.0 26.0 32.9

Important 32 43.8 43.8 76.7

most important 17 23.3 23.3 100.0

Total 73 100.0 100.0

OVERALL INTERPRETAION - From the above tables we can interpret that majority
of people are purchasing sports bikes due all the factors either brand image,
passion or status symbol.

Which company do you prefer based on features

Frequency Percent Valid Percent Cumulative

Percent

Hero 18 24.7 24.7 24.7

Bajaj 13 17.8 17.8 42.5

TVS 11 15.1 15.1 57.5

Valid
Yamaha 12 16.4 16.4 74.0

Honda 19 26.0 26.0 100.0

Total 73 100.0 100.0

Which company do you prefer based on price

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 Frequency Percent Valid Percent Cumulative
Percent

Hero 16 21.9 21.9 21.9

Bajaj 13 17.8 17.8 39.7

TVS 14 19.2 19.2 58.9

Valid
Yamaha 12 16.4 16.4 75.3

Honda 18 24.7 24.7 100.0

Total 73 100.0 100.0

Which company do you prefer based on promotion

Frequency Percent Valid Percent Cumulative

Percent

Hero 21 28.8 28.8 28.8

Bajaj 31 42.5 42.5 71.2

Valid TVS 12 16.4 16.4 87.7

Yamaha 9 12.3 12.3 100.0

Total 73 100.0 100.0

Which company do you prefer based on distribution

Frequency Percent Valid Percent Cumulative

Percent

Valid Hero 1 1.4 1.4 1.4

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 Bajaj 3 4.1 4.1 5.5

TVS 4 5.5 5.5 11.0

Yamaha 30 41.1 41.1 52.1

Honda 35 47.9 47.9 100.0

Total 73 100.0 100.0

OVERALL INTERPRETAION - From the above tables we can interpret that majority
prefer Honda based features, price and distribution but they are also influenced by
Bajaj too due to promotion.

Correlations

Correlations

I buy bike based I buy bike based I buy bike based

on features of on features of on features of
the bike (1 = the bike (1 = the bike (1 =
Least important Least important , Least important
, 5 = most 5 = most , 5 = most
important) important) important)
[Technical [Acceleration] [Design]
Features]

I buy bike based on features Pearson Correlation 1 .436** .530**

of the bike (1 = Least
important , 5 = most Sig. (2-tailed) .000 .000

important) [Technical
Features] N 73 73 73

Pearson Correlation .436** 1 .305**

I buy bike based on features

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 Correlations

of the bike (1 = Least Sig. (2-tailed) .000 .009

important , 5 = most
important) [Acceleration] N 73 73 73

I buy bike based on features Pearson Correlation .530** .305** 1

of the bike (1 = Least

Sig. (2-tailed) .000 .009
important , 5 = most
important) [Design] N 73 73 73

I buy bike based on features Pearson Correlation .248* .331** .401**

of the bike (1 = Least

Sig. (2-tailed) .034 .004 .000
important , 5 = most
important) [No. of variants] N 73 73 73

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 I buy bike based on
features of the bike (1 =
Least important , 5 = most
important) [No. of variants]

Pearson Correlation .248

I buy bike based on features of the bike (1 =
Least important , 5 = most important) Sig. (2-tailed) .034
[Technical Features]
N 73

Pearson Correlation .331**

I buy bike based on features of the bike (1 =
Least important , 5 = most important) Sig. (2-tailed) .004
[Acceleration]
N 73

Pearson Correlation .401**

I buy bike based on features of the bike (1 =

Sig. (2-tailed) .000
Least important , 5 = most important) [Design]

N 73

Pearson Correlation 1*
I buy bike based on features of the bike (1 =
Least important , 5 = most important) [No. of Sig. (2-tailed)
variants]
N 73

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

OVERALL INTERPRETAION - From the above table we can interpret that Pearson
correlation of all different features of bike have positive but weak correlation on
each other.

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Correlations

Correlations

Price (1 = Least Price (1 = Least

important , 5 = important , 5 =
most important) most important)
[Cost price] [Maintenance
Cost]

Pearson Correlation 1 .714**

Price (1 = Least important , 5
= most important) [Cost Sig. (2-tailed) .000
price]
N 73 73

Pearson Correlation .714** 1

Price (1 = Least important , 5
= most important) Sig. (2-tailed) .000
[Maintenance Cost]
N 73 73

**. Correlation is significant at the 0.01 level (2-tailed).

OVERALL INTERPRETAION - From the above table we can interpret that Pearson
correlation between cost price and maintenance cost both have strong positive
correlation between both of them.

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Correlations

Correlations

Distribution (1 = Distribution (1 =
Least important Least important
, 5 = most , 5 = most
important) important)
[Availability ] [Serviceability]

Pearson Correlation 1 .413**

Distribution (1 = Least
important , 5 = most Sig. (2-tailed) .000
important) [Availability ]
N 73 73

Pearson Correlation .413** 1

Distribution (1 = Least
important , 5 = most Sig. (2-tailed) .000
important) [Serviceability]
N 73 73

**. Correlation is significant at the 0.01 level (2-tailed).

OVERALL INTERPRETAION - From the above table we can interpret that Pearson
correlation between both the factors of distribution availability and serviceability
have weak but positive relation with each other.

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Correlations

Correlations

Promotion (1 = Promotion (1 = Promotion (1 =

Least important Least important , Least important
, 5 = most 5 = most , 5 = most
important) [I important) [My important) [My
give preference buying decision buying decision
to brand image] is driven more is driven more
by passion] status symbol]

Promotion (1 = Least Pearson Correlation 1 .434** .458**

important , 5 = most
Sig. (2-tailed) .000 .000
important) [I give preference
to brand image] N 73 73 73

Promotion (1 = Least Pearson Correlation .434** 1 .350**

important , 5 = most
Sig. (2-tailed) .000 .002
important) [My buying
decision is driven more by
N 73 73 73
passion]

Promotion (1 = Least Pearson Correlation .458** .350** 1

important , 5 = most
important) [My buying Sig. (2-tailed) .000 .002

decision is driven more

status symbol] N 73 73 73

**. Correlation is significant at the 0.01 level (2-tailed).

OVERALL INTERPRETAION - From the above table we can interpret that Pearson
correlation of all different promotional factors have positive but weak correlation
on each other.

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Reliability

Scale: ALL VARIABLES

a. Listwise deletion based on all variables in the

procedure.
OVERALL INTERPRETAION - From the
above table we can interpret that data
is reliable as Cronbach alpha is .9
Reliability Statistics
which is very close to 1
Cronbach's N of Items
Alpha

.910 11

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Conclusion
After the analysis of the questionnaire we can conclude that people were inclined towards Honda
because of its features and brand value share it share along the time, people had a perception that
Honda serves quality product whereas people who were inclined towards Bajaj was completely
based on its promotional activities that is shared over the time rather than focusing on features
also people had a perception that Bajaj being an Indian company would have good mileage and
low maintenance cost.

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References

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Appendix
(Quantitative)

Questionnaire for sports Bike

Age Group

 20-29 years
 30-39 years
 40-49 years
 50-59 years
 60 and above

Gender

 Male
 Female

Monthly Income

 Below Rs 5,00,000
 Rs 5,00,001 – Rs 10,00,000
 Rs 10,00,001 – Rs 15,00,000
 Rs 15,00,000 above

Profession

 Self employed
 Employed

Factors affecting buying decision

*I buy based on features of the bike

Product ( 1-Least,5- Highest)

Technical features

1 2 3 4 5

Acceleration

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1 2 3 4 5

Design

1 2 3 4 5

No. of variants

1 2 3 4 5

Price ( 1-Least,5- Highest)

Cost price

1 2 3 4 5

Maintainance Cost

1 2 3 4 5

Distribution ( 1-Least,5- Highest)

Availability

1 2 3 4 5

Serviceability

1 2 3 4 5

Promotion ( 1-Least,5- Highest)

I give preferance to brand image

1 2 3 4 5

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Your buying decision is driven more by passion ( 1-Least,5- Highest)

1 2 3 4 5

Your buying decision driven more by status symbol

1 2 3 4 5

Which company do you prefer based on features?

1) Hero
2) Bajaj
3) TVS
4) Yamaha
5) Honda

Which company do you prefer based on price?

1) Hero
2) Bajaj
3) TVS
4) Yamaha
5) Honda

Which company do you prefer based on promotion?

1) Hero
2) Bajaj
3) TVS
4) Yamaha
5) Honda

Which company do you prefer based on promotion?

1) Hero
2) Bajaj
3) TVS
4) Yamaha
5) Honda

Questionnaire (Qualitative)

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 1. Do you have interest in sports bike?
2. According to you which sports bike is best in India?
3. What are the major reasons for which you would like to purchase a sports bike rather than
a normal bike?
4. Which sports bike is best in terms of mileage?
5. While buying a sports bike what features are the most important to you?
6. What is the amount that you would like to keep to purchasing a sports bike?
7. Your buying decision is driven by brand image or passion or status symbol? Explain
8. What are the keys factors that influence your buying decision for sports bike?
9. Do reference groups or family play a major role making the decision?
10. What type of designs you prefer in sports bike?
11. Do you like a particular brand for sports bike? If yes, then why?

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