Article Review Session

A STUDY ON THE TWO WHEELERS IN THE

INDIAN RURAL MARKET

Submitted to :

Dr. Madhavi Pandya

Mr. S. Sai Baba

Submitted by :

Sourav Bhowmick (M4-46)

Introduction:

India is a vast country with a burgeoning population that is more than 1 billion and is next only
to China, around 72% of the population is living in rural areas and forms around 12.2% of the
world population, an indication that about 120 million households live in rural India out of
which most are dependent on agriculture and agri related activities for their livelihood.
Rural marketing can be defined as the activities taking place in rural market to influence the
rural consumers to buy specific products or services for satisfying their needs and wants by
conveying messages through print, electronic and mass media.
Surface transport is one area where vast improvements can be noticed
With improved roads, transportation and other means.Small and big means of transport have
allowed the rural consumers to shop for his goods and services.
An important aspect of this development is that the rural consumers is slowly realizing the no.
of products,brands and services available in the market,which was not there earlier.The two
wheelers market in india comprises of three types of vehicles namely motorcycles,scooters and
mopeds.foreign collaborations are also playing a major role in growth of the Indian two
wheeler segment.
One good reason for such increase in the demand for the motorcycles
Is due to its resistance and balance even on the bad roads and thus this shock resistant steady
two wheelers like hero Honda cbz,bajaj pulsar,tvs,apache,passion,fiero,victor,star
city,boxer,city dawn,karizma.Bajaj stands as a leader in the economy segment,hero Honda
leads in the economy segment

Methodology & tools used:

Stratified random sampling method was used for collecting the data in this study. The data
collected was tabulated and analyzed with the help of simple % basis with total score analysis
and fair representation of various attributes and secondary data was collected from various
internet and journals. The primary data was mainly collected from questionnaire, observations
and discussions and agencies like national sample survey, Reserve Bank of India & other
nationalized banks.

The Main Factors Affecting The Two-Wheelers Segment In

India:
 Increase in credit and financing for auto vehicles
 Increase in consumers salary
 Constant petrol prices
 Delay in initiation of mass transport system
Objective of the study:
  To study the marketing practices followed in the rural market
 To study the buyer behavior of rural consumers regarding two wheelers
 To identify the place of purchase and measure the satisfaction levels of rural buyers

Factors influencing the brand wise analysis of two

wheelers:

 Quality of the product

 Brand image/company reputation
 Features of products
 Resale value
 Low price
 Credit/installment facility
 Retailers advice
 Company sales force advice
 Radio advertisement
 Tv advertisement
 Company advertisement
 After sales service
 Advice of friends & relatives
 Availability
 Traditional user

• The survey finally reveals that 25.6% of the respondents cite their place of purchase of
two wheelers as the company’s showroom. On the other hand,12.6% of the respondents
purchased their two wheelers from a retailer and 1.4% possess a gifted two wheeler.
Being a liberalized economy with a growing middle class, India has emerged to be an
important place for multinational companies. The domestic players have to device every
strategy to counter the challenges of MNCs to withstand competition and survive. This
indicates that customers are quality conscious and interested in making purchase that
gives them better satisfaction in the end.

• The type of buyer behavior involved in the two wheeler purchase is mostly “complex
buying behavior”. Consumers are highly involved in a purchase and perceive
significant differences in the brands. Typically the consumers learn about the different
brands and models before taking the buying decisions. Globalization has also influenced
the auto marketer who thinks globally and act locally.