Buying Behaviour of Two Wheeler REPORT

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We wish to express our sincere thanks to prof. Mr. Vijay nagrani, visiting faculty- jagannath institute of management study, greater noidaYfor giving us the opportunity to work on the marketing research of consumer buying behaviour of twowheeler. This has given us the insight of how consumers buying behaviour got influenced by certain factors. I got the opportunity to do this project in greater noida in various colleges and societies. The project is the important part of our study and gives us a real practical exposure to study the consumers buying behaviour in corporate world.

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1 2 3 4 5 6 7 8 9 10 11 12 Y Y Y Y Y Y Y Y Y Y Y Y Y

#%&Y Introduction History Indian two wheeler industry Abstract Objective methodology Descriptive Analysis Conclusion Annexure Compilation of statistical data Bibliography

Y 4 4 4 7 8 8 8 11 35 36 37 48

Y

p &Y Y India is the second largest producer of the two -wheelers. The two wheeler segments contribute the largest volume amongst all the segments in automobile industry. The country stands next to China and Japan in terms of production and sales respectively. The industry is growing at 30 % annually. It consists of three segments viz. scooters, motorcycles and moped. Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the two -wheeler industry, bikes and scooters cover a major segment. Bikes are considered to be the favourite among the youth generation, as they help in easy commutation .

|p #'(Y Indian two wheeler industry is as old as 56 years. Bajaj auto began trading in imported Vespa scooters in 1948. Until the mid 80¶s there were only three major motorcycle manufacturer in India namely Raajdoot, Escort and Enfield. The two wheeler market was opened to f oreign manufacturer in the mid 80¶s. In 1984 hero group entered the market in joint venture with japans¶ Honda group.

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Y

Y

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Y V Established in 1984-joint venture V Largest manufacturer of two wheeler in India V Manufacturing unit Daruhera and Gurgaon &YY Up to 100 cc- CD Dawn, CD Deluxe, Splendor plus, Splendor NXG, Passion. 100 to 135 cc- Glamour, super splendor, Honda pleasure. More than 150 cc- Achiever. CBZ Extreme, Hunk, Karizma, Stunner.

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Y

Y

V V V V

Established in 1945 and started selling imported 2-wheeler. It is India¶s largest and world¶s 4 th largest two wheeler maker. In 1959 it started manufacturing two wheelers in India. It is based in Pune Maharashtra with plants in Akurdi and Chakan, Waluj, Pantnagar in Uttaranchal, Y &Y Up to 100 cc- Platina 100 to 135 cc- XCD 125, 125 DTS Si, Discover 135, Kristal DTSI. More than 150 cc- Pulsar 150, 180, 200, 220 DTSi. Avenger DTSi Y YY Y î-

Y

(-Y

Yamaha R15(153 cc)Y Yamaha FZ(150 cc)Y Yamaha SZ(150 cc)Y Yamaha gladiator(125 cc)Y Yamaha fazer(100 cc)Y Yamaha lebero(100 cc)Y Yamaha alba(100 cc)Y

Tvs victor GLX 125Y Tvs centra (100 cc)Y Tvs apache(150 cc)Y Tvs star sports(100 cc)Y Tvs fieroY Y

#Y

, #'#Y This study is based to identify the factors that influencing the consumer buying of the two wheeler at Greater noida in India. The survey is mainly focused on the buying behaviour of the consumers and what motivates them to purchase the two -wheeler. We conducted the survey through the collection of primary data with structured questionnaires (likert scale). After completing our study it is found out that mostly the young generation segment are using the two wheelers and the customers are motivated from advertisement, family, friends. Customers are generally looking for the instalment offer as well as price, promotion

& Y

1. General objectives

To identify the factors that influences the customer to purchase the two-wheeler. To find out how the customers are motivated and encourage purchasing 2-wheeler.

2. Specific objectives

To identify the factor influence the customer on the basis of price, brand, feature, look, mileage, engine power.

To identify the personal factors influence the customer on the basis of age, income level, occupation, status.

- Y

The project is based on primary data ± Primary dataîa) Information from sample size of 60 respondents. b) Questionnaire design- close ended questions c) Research place ± Greater noida

÷ Y Y Y

Y

Y

N

Valid

gender

age

occupation

60

60

60

0

0

0

Mean

1.3500

2.9000

2.3500

Median

1.0000

3.0000

3.0000

1.00

a

3.00

.48099

.79618

.91735

Range

1.00

2.00

3.00

Minimum

1.00

2.00

1.00

Maximum

2.00

4.00

4.00

Missing

Mode Std. Deviation

2.00

a. Multiple modes exist. The smallest value is shown

Y

Y Y

Y

Y

Y

Y

Y

Y

Cumulative Frequency

Valid

Percent

Valid Percent

Percent

male

39

65.0

65.0

65.0

female

21

35.0

35.0

100.0

Total

60

100.0

100.0

Y

Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

18-25

22

36.7

36.7

36.7

26-35

22

36.7

36.7

73.3

36-50

16

26.7

26.7

100.0

Total

60

100.0

100.0

Y

Y Y

Y

Y


Valid

Percent

Valid Percent

service

14

23.3

23.3

23.3

business

15

25.0

25.0

48.3

student

27

45.0

45.0

93.3

4

6.7

6.7

100.0

60

100.0

100.0

housewife Total

Y

Y Y

Percent

Y

( p Y Y ./ Y#|'

Y# "'(YY

OPTIONS 18-25 years 26-35 years 36-50 years

NO. OF RESPONDENT 22 22 16

PERCENTAGE 36.67% 36.67% 26.66%

Above table presenting the percentage of respondent participated in the survey in different age group.

Above figure presenting the percentage of respondent participated in the survey in different age group. Interpretationî- from the above diagram we can find out that 36.67% people are age between 18-25 years and similarly 36.67@ people are age between 26 -35 years and 26.66% people comes between 36 -50 years who are using two-wheelers. */ Y-YY0Y Y Y MALE FEMALE Y

39 21

65% 35%

Y Y p % Y

From the above figure it is clearly presented that 65% male and only 35% female has given their views or express their buying behaviour about two wheeler.

3) &&%

OCCUPATION Service Business Student Housewife

NO OF RESPONDENT 16 15 27 2

PERCENTAGE 26.67% 25% 45% 3.33%

Above table and figure presenting the percentage of respondent participated in survey. p % Y

The above diagram shows that 26.67% people are doing service, 25% are business people, 45% people are students and only 3.33% are housewife. Y 1/ && YYY-&-Y0Y-Y0& Y Y00&Y

- Y% &-Y&2Y Y Y Y Y Y

1./Y% &Y0Y-Y &&3& YY

Y Y Y Y Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

22

36.7

36.7

36.7

agree

26

43.3

43.3

80.0

neutral

9

15.0

15.0

95.0

disagree

3

5.0

5.0

100.0

60

100.0

100.0

Total

Y

Y

p % the above diagram shows that 43.33% people agr ee with price of the motorcycle, 36.67 % strongly agree, 13.33% remain neutral and only 5% disagree with price.

D Y YY Y Y Y Y Y

Y Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

16

26.7

26.7

26.7

agree

35

58.3

58.3

85.0

neutral

8

13.3

13.3

98.3

disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y

YFrom the above diagram it is clear that only 26.67 % people strongly agree, 58.33% which is largest agreed, 13.33 % remain neutral and only 1.7% disagree in taking suggestion from the family members.

D Y YY Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

22

36.7

36.7

36.7

agree

29

48.3

48.3

85.0

neutral

7

11.7

11.7

96.7

disagree

1

1.7

1.7

98.3

strongly disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y Y

YYFrom the above table and graph it is clear that 48.33% people agreed to purchase two-wheeler according to their income level and 36.67% strongly recommend, 11.67% remain neutral and very few i.e. 3.33% disagree. Y Y D DY Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

34

56.7

56.7

56.7

agree

22

36.7

36.7

93.3

neutral

4

6.7

6.7

100.0

60

100.0

100.0

Total

Y

From the above table 56.67 % people strongly agree with brand image, 36.7% only agree and 6.7% remain neutral.

YFrom the above diagram between the age group of 18-25 years 25% people, between 26 -35 years16.67% and 36-50 years 13.33% strongly agree with brand image. Agree= between 18-25 years 6.67%, between 26 -35 years 20%, between 36-50 years 11.67% people. Neutral= between 18 -25 years 5%, 26-35 years only 3% people. D Y Y Y YY Y Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

25

41.7

41.7

41.7

agree

20

33.3

33.3

75.0

neutral

14

23.3

23.3

98.3

1

1.7

1.7

100.0

60

100.0

100.0

strongly disagree Total

Y

From the table it is clear that 41.67% people strongly agree to purchase motorcycle as a status symbol, 33.33% people only agree, 23.33% rema in neutral and very few i.e. 1.7% disagree.

Y According to the buying behaviour of people , the reaction on different parameters for status symbol are as followî Y Y

Between 18-25 years= 21.67% Between 26-35 years=8.33% Between 36-50 years=10% Y Y Y

Y

Between 18-25 years= 10% Between 26-35 years=20% Between 36-50 years=10%

Y

Y Y Y

Y

Between 18-25 years=6.67% Between 26-35 years=10% Between 36-50 years=6.67%

Y Y Y Y Y Between 26-35 years=2%

D Y Y

Y Y Y Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

11

18.3

18.3

18.3

agree

20

33.3

33.3

51.7

neutral

21

35.0

35.0

86.7

disagree

7

11.7

11.7

98.3

strongly disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y Y From above table 18.33% people strongly agree to purchase two-wheeler in festive season, 33.33% also agree to purchase in festive season, 35% peopl e didn¶t say anything, only 11.7% disagree and very few i.e. 1. 7% strongly disagree purchasing in festive season. Y

Y YY Above diagram shows that Yaccording to the buying behaviour of people, the reaction on different parameters on festive season are as followî Y Y

Between 18-25 years=8.33% YYY Between 26-35 years=5% Between 36-50 years=5%

Y Y Y

Y

Between 18-25 years=33.33% Between 26-35 years=11.67% Between 36-50 years=5%

Y Y Y

Y

Between 18-25 years=10% Between 26-35 years=10% Between 36-50 years=15%

÷ Y Y Y

Y

Between 18-25 years=1.67% Between 26-35 years=15% Between 36-50 years=1.67%

Y Y Y Y Y Between 26-35 years=1.67%

D Y YY Y Y Y Y Y Y Y Y YY Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

15

25.0

25.0

25.0

agree

26

43.3

43.3

68.3

neutral

17

28.3

28.3

96.7

disagree

1

1.7

1.7

98.3

strongly disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y Y From the above table it is presented that 43.33% people agree to take suggestion from family member and friend circle, 25% strongly agree, 28.33% people remain neutral, only 1.67% people strongly disagree and disagree.

YY Above diagram shows that Yaccording to the buying behaviour of people, the reaction on different parameters about taking suggestion from family and friend circle are as followî Y Y

Between 18-25 years=8.3% Between 26-35 years=8.3% Between 36-50 years=8.3% Y Y Y

Y

Between 18-25 years=15% Between 26-35 years=33.33% Between 36-50 years=11.67%

÷ Y Y Y Y Between 18-25 years=1.67% Y Y Y Y Y Between 36-50 years=1.67% Y Y Y Y Y Y D Y Y Y Y Y YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY Y Y

Y

Y


Valid

strongly agree

Percent

Valid Percent

Percent

9

15.0

15.0

15.0

agree

27

45.0

45.0

60.0

neutral

16

26.7

26.7

86.7

disagree

7

11.7

11.7

98.3

strongly disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y From the above table it is presented that 45 % people agree that they get influenced by advertisement and promotions, 15% strongly agree, 26.67 % remain neutral, 11.7% disagree to it and only 1. 7% strongly disagree to it.

YAbove diagram shows that Yaccording to the buying behaviour of people, the reaction on different parameters about advertisement and promotion are as followî Y Y Y Y Y


Y Y Y

Y

Between 18-25 years=11.67% Between 26-35 years=21.67% Between 36-50 years=11.67%

Y Y Y

Y


÷ Y Y Y

Y

Between 18-25 years=3.33% Between 26-35 years=3.33%

Between 36-50 years=5% Y Y Y Y Y Between 26-35 years=1.67%

D Y Y Y Y

Y Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

27

45.0

45.0

45.0

agree

19

31.7

31.7

76.7

neutral

12

20.0

20.0

96.7

disagree

1

1.7

1.7

98.3

strongly disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y From the above table it is presented that 45% people strongly agree to take purchase decision according to the after sale service of a company. About 32% also agree upon the same be haviour, 20% remain neutral, 1. 7% disagree to this fact and also 1.7% strongly disagree.

Y Above diagram shows that Yaccording to the buying behaviour of people, after sale service of a company also influence them result of survey are as followî Y Y Y Y Y


Y Y Y

Y


Y Y Y

Y

Between 18-25 years=11.67% Between 26-35 years=6.67%

÷ Y Y Y

Y

Between 18-25 years=1.67%


D Y Y Y Y Y Y Y Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

16

26.7

26.7

26.7

agree

21

35.0

35.0

61.7

neutral

15

25.0

25.0

86.7

disagree

6

10.0

10.0

96.7

strongly disagree

2

3.3

3.3

100.0

60

100.0

100.0

Total

Y

Y From the above table it is clear that 35% people agree that they like to purchase twowheeler on instalment facility, about 27% strongly agree to it, 25% people didn¶t say anything, 10% disagree to it.

Y The above diagram shows that consumers buying behaviour also get influenced by the instalment payment facility of the company...analysis are as followî Y Y Y Y Y

Between 18-25 years=6.67%% Between 26-35 years=11.67%

Between 36-50 years=8.33% Y Y Y

Y

Between 18-25 years=15%% Between 26-35 years=11.67% Between 36-50 years=8.33%

Y Y Y

Y

Between 18-25 years=5% Between 26-35 years=10% Between 36-50 years=6.67%

÷ Y Y Y

Y



D Y Y YY Y Y

Y Y YY Y

Y

Y


Valid

strongly agree

Percent

Valid Percent

Percent

8

13.3

13.3

13.3

agree

22

36.7

36.7

50.0

neutral

25

41.7

41.7

91.7

disagree

4

6.7

6.7

98.3

strongly disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y YFrom the above table it is presented that about 37% people agree that they get influenced by the information provided by the sales person, 13.3 % people strongly follow the sales person guidance, about 42% people remain neutral, and 8% disagree and strongly disagree to it.

From the above diagram it is presented that most of the age group people remain neutral and only the few people of age group between 25 -36 years and 36-50 years agree that sales person influence their purchase decision.

D Y Y YY Y Y Y Y Y Y Y YY

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

13

21.7

21.7

21.7

agree

18

30.0

30.0

51.7

neutral

20

33.3

33.3

85.0

disagree

8

13.3

13.3

98.3

strongly disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y YFrom the above table it is presented that 30% people agree that they get information about two -wheeler from various two-wheeler related magazines, 21.7% strongly agree to magazines as an information source for two -wheeler, 33.33% people didn¶t say anything and about 15% people disagree and strongly disagree to it.

From the above diagram it is quite clear that most of the age group people didn¶t say anything about magazine as an information source but few people of age group 26 35 and 36-50 agree that they took information about their two -wheeler from twowheeler magazines.

D Y Y Y Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

30

50.0

50.0

50.0

agree

22

36.7

36.7

86.7

neutral

7

11.7

11.7

98.3

disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y Y YFrom the above table it is presented that 50% people strongly agree to purchase two-wheeler on the basis of mileage, and 36.7% also agree upon it, 11.7% people remain neutral and 1. 7% disagree to mileage.

From the above diagram it is clear that most of the people between the age of 26 -35 years and 36-50 years strongly agree to purchase two -wheeler on the basis of high mileage similarly between the age of 18 -25 years also agree upon it. Which conclude that most of the people get motivated by mileage of the vehicle.

Y D DY Y Y Y Y Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

30

50.0

50.0

50.0

agree

21

35.0

35.0

85.0

neutral

8

13.3

13.3

98.3

disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Y YFrom the above table it is clear that 50% of the people strongly agree to purchase bike with powerful engine, 35% people als o agree upon the same view, 13.3% people remain neutral and only 1.7% disagree to it.

Above diagram shows that all of age group people strongly agree and agree to purchase two-wheeler which have a powerful engine.

Y D Y Y Y Y Y

Y

Y


Valid

Valid Percent

Percent

strongly agree

36

60.0

60.0

60.0

agree

19

31.7

31.7

91.7

neutral

4

6.7

6.7

98.3

disagree

1

1.7

1.7

100.0

60

100.0

100.0

Total

Y

Percent

Y

YFrom the above table it is clearly depicted that mostly i.e. 60% of people strongly agree to purchas e two-wheeler of good look, 31. 7% also agree upon the same behaviour, 6.7% people didn¶t sa y anything and very few i.e. 1.7% disagree to it.

From the above diagram it is presented that between the age of 18 -25 years and 2635 years strongly favour the look of the vehicle therefore look have a strong impact on the purchasing decision of a consumer.

D Y

Y YY Y Y Y YY Y Y Y Y YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

Y

Y YY Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

20

33.3

33.3

33.3

agree

23

38.3

38.3

71.7

neutral

12

20.0

20.0

91.7

5

8.3

8.3

100.0

60

100.0

100.0

disagree Total

Y

Y Y Y î- From the above table it is presented that 33.33 % people strongly agree that their purchasing behaviour get influenced by availability of spare parts, 38.33% also agree with the same fact, 20% remain neutral and only 8.33% disagree.

From the above figure it is clear that mostly age group people strongly agree and agree with the availability of spare parts influence their purchasing behaviour of two wheeler.

D Y YY Y

Y YY Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

19

31.7

31.7

31.7

agree

24

40.0

40.0

71.7

neutral

16

26.7

26.7

98.3

1

1.7

1.7

100.0

60

100.0

100.0

disagree Total

Y

Y From the above table it is clear that 40% people thinks about the availability of service station before buying the two -wheeler and 31.7% agree to the same fact, 26.67% remain neutral and only 1.67% disagree.

From the above figure it is presented that mostly between 18-25 years and 26-35 years of age people consider availability of service station must before buying the two-wheeler.

D Y Y Y

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

28

46.7

46.7

46.7

agree

23

38.3

38.3

85.0

neutral

7

11.7

11.7

96.7

disagree

2

3.3

3.3

100.0

60

100.0

100.0

Total

Y

Y YFrom the above table it is presented that 46. 7% strongly agree on the technology of the two wheeler,38 .33% also agree on the same,11. 7% remain neutral and only 3.33% disagree.

Y From the above figure mostly all age group people have the same feeling about the new technology in two -wheeler. Very few remain neutral and disagree.

Y Y

D Y Y Y Y Y YYY Y YY Y YY Y Y Y Y YY

Y

Y


Valid

Percent

Valid Percent

Percent

strongly agree

17

28.3

28.3

28.3

agree

32

53.3

53.3

81.7

neutral

10

16.7

16.7

98.3

1

1.7

1.7

100.0

60

100.0

100.0

disagree Total

Y

Y YFrom the above table it is clear that mostly i.e. 53.3% people are satisfied with their two -wheeler which they have own. 28.33% are strongly agree, 16.7% people didn¶t sa y anything and very few i.e. 1.7% are disagree.

From the above diagram it is presented that mostly people between the age group of 18-25 years and 26-35 years are agreed that they are satisfied with their two wheeler which they own in past.

+ pY On the basis of data gathered from the customer survey we concluded that 81.7% people who have their own two -wheeler are satisfied with it. 86.7% people considered mileage most important, 93% people go on brand name, 80% people considered price as most sensitive in purchasing decision, 85% people considered engine power important while purchasing vehicle, from above data overall 85% people buying behaviour of two -wheeler get motivated by price, look, engine power, brand name, technology, mileage and by their income level.

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y YYYY Y YYY YYYYY Y Y Y Y Y Y YY Y YY Y Y Y Y Y Y YY YY Y Y Y Y Y Y ?i. no. ?tatement ?A A N DA ?DA 1 2

Price of the motorcycle/scooter suggestion from the family were taken while purchasing a motorcycle Income level Brand name ?tatus symbol Festive season Family member and friend circle Advertisement and promotions After sale service Instalment payment facility Information provided by sales person Information provided by various motorcycle related magazines. Mileage Engine Power Looks Easily availability of spare parts Availability of service stations Technology Overall I am satisfied with my motorcycle I own

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Y

YY Y !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Y Y " YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY YYYY Y Y Y Y YYYYYYYYYYYYYYYYYYYY Y#$YYYYY YYYY#$%&YYYYYYY YYYY%'(&YYYYYYYY YY('&)YYYYYY Y&)Y Y Y * Y Y Y YYYYYYYYYYYYYYYYY YYYYYYYY Y YYYYYYYYY YYYYYYYYYYYYYYYYY Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y !!!!!!!!Y Y

, %-YY Y

Author R.P. Mishra, Text book research methodology. Marketing research text note, by prof. Mr. Vijay nagarani Internet website www.bajajauto.com, www.herohonda.com www.yamahamotor-india.com Wikipedia. SPSS software. E-book of spss statistics base user guide.

Buying Behaviour of Two Wheeler REPORT

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