A
Study
On Consumer
Preference Regarding
Two Wheeler
1
Table of Contents
INTRODUCTION 3
RESEARCH OBJECTIVES 4
REVIEW OF LITRATURE 4
RESEARCH METHODOLOGY 5
DATA ANALYSIS 6
RECOMMENDATIONS 17
CONCLUSION 18
2
INTRODUCTION
The Indian industrial sector has undergone profound regulatory changes in recent times as
a consequence of the economic reforms program put together in between 1988 and 1991.
Consequent to these reforms some of the industries that have been influenced the most have
been the consumer durables industry, the automobiles industry and certain financial services. In
an evolving industry especially in emerging economies like India, it is extremely important to
formulate optimal policies on competitions in order to promote both competition as well as
growth.
India is the second largest manufacturer of two wheelers in the world. It stands next only
to Japan and china in terms of the number of two wheelers produced and sold respectively.
The Indian two wheelers industry can be broadly classified into three major segments i.e.:-
1. Scooters
2. Motorcycles
3. Mopeds.
Here in this study, by this research we are trying to analyze about the number of two
wheelers and how many people are using two wheeler. What motivates and influence them to
buy two wheeler what is the most preferable choice in two wheelers in case of motor cycles and
scooters and the most recent two wheelers choice in the market .what are their preferences,
satisfaction level, who influenced them and the reason to buy.
3
RESEARCH OBJECTIVES
Each and every work in our life is governed by some aims or objectives. Any work without
any objective is like a ship in the mid sea without a compass. So for every work objective
should be specific and focused. Our questionnaire tells about the objective of the study in a
nutshell.
To identify and analyze the market of automobile industry in two wheeler segment.
Giving conclusions and recommendations.
REVIEW OF LITRATURE
Abhijeet Singh and Brijesh Kumar (2011) Hero Honda Motors Ltd, is running a program
called Good life Passport to Relationship Reward, with an objective to create an innovative
environment for interaction between Hero Honda and its customers. Members of this program are
given a magnetic card in which all information is stored and this card is swiped when using any
service at a showroom or workshop and it works like a loyalty benefit card.
Biswajit Mahanty and Virupaxi Bagodi (2006) The success of two wheeler manufacturers
in India depends on the competitive advantage gained by them through after sales service and
providing and maintaining customer satisfaction in the face of rapid changes in technology is a
difficult task, which can be overcome by timely addition of capacity and upgrading of technical
manpower and focusing on the CRM programs.
Biswajit Mahanty and Virupaxi Bagodi (2007) More than 55 million two-wheelers are
moving on Indian roads. Accordingly, two-wheeler service sector should have generated revenue
amounting to INR 100,000 million per year, but in reality, this has not been realised in the
organised service sector, the Indian two-wheeler service industry has not considered servicing as a
line of business and providing conveniently reliable services is most important in two-wheeler
services in India to capture the market.
4
RESEARCH METHODOLOGY
RESEARCH USED
The study of dissertation is based on survey analysis. The major purpose of survey
research is to give description of the state of affairs as its exist at present. The main
characteristic of this method is that the research has no control over variables; this can only
report what has happened and what is happening.
PRIMARY SOURCES
Primary data has been collected with help of questionnaire from various two wheelers
users. The data collected through questionnaire form that is filled by the general public
according to the researchers convenience.
SAMPLE
Sample size for this research is 50 and sample is taken randomly.
SIMPLE RANDOM SAMPLING
In a simple random sample (SRS) of a given size, all such subsets of the frame are given
an equal probability. Furthermore, any given pair of elements has the same chance of selection as
any other such pair (and similarly for triples, and so on). This minimizes bias and simplifies
analysis of results. In particular, the variance between individual results within the sample is a
good indicator of variance in the overall population, which makes it relatively easy to estimate the
accuracy of results.
SRS can be vulnerable to sampling error because the randomness of the selection may
result in a sample that doesn't reflect the makeup of the population. For instance, a simple random
sample of ten people from a given country will on averageproduce five men and five women, but
any given trial is likely to overrepresent one sex and underrepresent the other. Systematic and
stratified techniques attempt to overcome this problem by "using information about the
population" to choose a more "representative" sample.
SRS may also be cumbersome and tedious when sampling from an unusually large target
population. In some cases, investigators are interested in "research questions specific" to
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subgroups of the population. For example, researchers might be interested in examining whether
cognitive ability as a predictor of job performance is equally applicable across racial groups. SRS
cannot accommodate the needs of researchers in this situation because it does not provide
subsamples of the population. "Stratified sampling" addresses this weakness of SRS.
4. DATA ANALYSIS
Q1- Distribution of respondents according to their gender and occupation.
Students Business
Male 30 9
Female 10 1
35
30
25
20
Students
15 Businessman
10
0
Male Female
INTERPRETATION:
Here we find that the number of male students are more than the female students. It is
also seen that the males are using two-wheeler whether they are students or service goers than
female students, service goers. We have seen females doing business and engaged in others are
using very less number of two-wheelers.
6
Q2- Which two wheeler you own currently?
Geared bike Gearless Moppets (scooty,
active)
Male 28 11
Female - 11
30
25
20
15 Geared Bikes
Gearless Moppets
10
0
Male Female
INTERPRETATION:
Here we analyzed that male prefer both geared and non-geared two wheelers but female prefer
only gear-less two wheelers.
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Q3- Which price slot your bike belongs?
<40,000 <80,000 >80,001
14 16 20
20
18
16
14
12 <40,000
10
<80,000
8
>80,001
6
4
2
0
<40,000 <80,000 >80,001
INTERPRETATION:
This shows that irrespective of price customers prefer two-wheelers of their choices.
8
Q4- What is engine capacity of your bike?
100-125 cc 126-150cc >151cc
10 25 15
25
20
15
100-125 cc
126-150cc
10 >151cc
0
100-125 cc 126-150cc >151cc
INTERPRETATION:
The respondents who are getting the services prefer two-wheelers between 125-150cc
than higher power bikes due to various constrains amongst them.
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Q5- What is the ranking you would give to following features of the bike?
Fuel consumption Engine capacity Looks
28 18 4
30
25
20
Fuel Consumption
15
Engine Capacity
Looks
10
0
Fuel Consumption Engine Capacity Looks
INTERPRETATION:
According to the respondents it is analyzed that they feel fuel economy is the major
factor which they consider while buying two wheelers followed by engine power and looks.
10
Q6 - You have collected information about the particular brand from which source?
Newspaper T.V or Radio Family or friends Others
12 18 10 10
20
18
16
14
12
10
0
Newspaper Tv or Radio Family or Friends Others
INTERPRETATION:
From this we come to know that most successful form of advertising is T.V and most of the
people follow TV commercials and buy the product which is followed by newspaper commercials.
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Q7 - Do you have faith on the brand?
Yes No
40 10
45
40
35
30
25
20
15
10
0
Yes No
INTERPRETATION:
Most of the customers who buy the product have faith in the brand and choose the
product.
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Q8 - Experience with your bike?
Worse Not Satisfied Satisfied Good
8 15 9 18
20
18
16
14
12
10
0
worse Not Satisfied Satisfied Good
INTERPRETATION:
Most of the customers are satisfied with their products but there are still customers who are not
satisfied with the product.
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Q9 - Features you want to prefer in the bike?
Self-start Disk break Tubeless tiers All the above
9 5 10 26
30
25
20
15
10
0
self start Disk break Tubeless tyres All the above
INTERPRETATION:
Customers prefer all the available features in the market to be in their bikes.
14
Q10 - What brand of two wheeler is owned by you?
Honda Hero Honda Suzuki Royal Enfield Yamaha
9 15 8 2 16
18
16
14
12
10
0
honda Hero Honda Suzuki Royal Enfield Yamaha
INTERPRETATION:
Out of all available brands in the market Yamaha remains the most preferred brand in the
market.
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RECOMMENDATIONS
The economic growth, need for better conveyance and gradually improving 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.
So that they can easy make expenditures to buy two wheelers and that would be
affordable for them just like 4-wheelers NANO TECHNOLOGY that is made keeping in mind
that every class of society should have an easy access to purchase cars. The similar concept is
to be taken while launching new two wheelers that should be in range of every class of society.
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CONCLUSION
Understanding consumer behavior in the present scenario is extremely important
as it is no longer a simple task. Now the 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 makes an attempt to know the changes in the two wheeler
markets and buying motives of two wheeler buyers. The study was conducted by using
the survey method.
The study revealed the consumer preference and ownership pattern and the
sources of information they used to make the purchase decision, and importance given to
various evaluation criteria.
Understanding consumer behavior or "knowing customers" is not easy. Customers
may state their needs and wants but act otherwise. They may not be in touch with their
deeper motivation. They may respond to influences that change their mind at the last
minute.
Talking of the two wheeler industry, the names that effortlessly come to us is Hero
Honda, Yamaha Motor, Royal Enfield, Suzuki, Honda.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.
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