C.B.T.T.W.M.B.

CONSUMERS BEHAVIOUR TOWARDS

TWO-WHEELER MOTOR BIKES.
DR. K. MALLIKARJUNA REDDY
Associate Professor,Department of Business Management,
Osmania University, Hyderabad

ABSTRACT of these factors help the consumer in

The marketing concept is
consumer oriented and the emphasis
is more on the consumer rather than
on the product. The essence of
modern marketing lies in building of
profit along with creating
meaningful value satisfaction for the
costumers, whose needs and desires
have to be coordinated with the set
of products and production
programmes. Therefore, marketing
success an enterprise depends as its
ability to create a community of
satisfied consumers. All the business
activities should be carried out in
ways which are directed towards the
satisfaction of the consumer needs.
Consumer behavior is affected
by a host of variables ranging from
personal, professional needs,
attitudes and values, personality
characteristics, social economic and
cultural background, age, gender,
professional status to social
influences of various kinds exerted a
family, friends, colleagues, and
society as a whole. The combination
decision making further Psychological
factors that as individual consumer
needs, motivations, perceptions
attitudes, the learning process
personality characteristics are the
similarities, which operate across the
different types of people and
influence their behavior.
There are four major factors
which influences on the buying
behavior of consumer.
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
So a study had been conducted
on “Consumer Behaviour Towards
Two-Wheeler Motor Bikes” in the
twin cities i.e. Hyderabad and
Secunderabad with a sample of 100
consumers by selecting two wheeler
motor bikes i.e. Hero Honda, Yamaha,
and TVS bikes and data had been
collected through structured
questionnaire.
2 Osmania Journal of Management
Marketing starts with the
consumers and ends with the
consumer. Satisfaction of the
consumers becomes the most
important goal of a business
enterprise. The effort to ensure
consumer satisfaction lies in
understanding the consumer, his likes
dislikes, his expectations and
motivation.
An analysis of the consumer’s
behavior in terms of consumer
consumption patterns, consumer
preferences, consumer motivation,
consumer buying process and shopping
behavior is very much helpful to
formulate a firm’s marketing strategy.
So the ultimate objective of a
business firm is to create a consumer
who is said to be pivot around whom
the entire business of a firm revolve.
Thus the marketing concept is
consumer oriented and the emphasis
is more on the consumer rather than
on the product. The essence of
modern marketing lies in building of
profit along with creating
meaningful value satisfaction for the
costumers, whose needs and desires
have to be coordinated with the set
of products and production
programmes. Therefore, marketing
success an enterprise depends as its
ability to create a community of
satisfied consumers. All the business
activities should be carried out in
ways which are directed towards the
satisfaction of the consumer needs.
A consumer decision to purchase
a particular brand of motor cycle
consumers result to complex
interplay of a consumer variables the
starting point for the company
provides the decision process
marketing stimuli in shape of brand,
promotion, price and distribution
strategy. The potential consumer
along with other stimuli already
exciting receives the marketing
stimuli in the environment. The
stimuli my social economic, cultural,
technological and political in nature.
MAJOR FACTORS
INFLUENCING BUYING
BEHAVIOR:
Consumer behavior is affected
by a host of variables ranging from
personal, professional needs,
attitudes and values, personality
characteristics, social economic and
cultural background, age, gender,
professional status to social
influences of various kinds exerted a
family, friends, colleagues, and
society as a whole. The combination
of these factors help the consumer in
decision making further Psychological
factors that as individual consumer
needs, motivations, perceptions
attitudes, the learning process
personality characteristics are the
similarities, which operate across the
different types of people and
 C.B.T.T.W.M.B. 3

influence their behavior. PERSONAL FACTORS:

There are four major factors Buyer’s decisions are also

which influences on the buying influenced by personal
behavior of consumer. characteristics, the buyers’ age, life
cycle stages, occupation, economic
1. Cultural factors
circumstances, lifestyle and
2. Social factors personality and self-concept.
3. Personal factors
4. Psychological factors PSYCHOLOGICAL FACTORS :

1.Cultural factors: ‘Abraham Mallows’ needs can

be ranked in order of importance
Consumer behavior cultural can
from the low biological needs to the
be defined as the some total of learned
higher levels of psychological needs.
belief, values and customs that serve
to guide and direct the consumer MASLOW’S hierarchy of human
behavior of all members of that needs make us understand consumer
society. motivation. It is useful for the
marketer who can identify what
Cultural is a learned through the
generic level need this brand is
following three ways:-
capable fulfilling and accordingly
1. Formal learning position his brand up with relevant
2. Informal learning marketing inputs. Brands such as
food and clothes are bought to fulfill
3.Technical learning.
psychological needs.
Cultural is a most fundamental
determinant person’s wants and
behavior, the growing child acquires
a set of values, perceptions,
preferences and behavior, through his
family and key institutions.

2.Social factors:

Consumer behavior is also influenced

by such social factors as reference
groups, family and social roles and
status.
4 Osmania Journal of Management

Consumer Behavior is Product-Person-Situation-Specific.

Personal
Characteristics M
Consumer S
Behaviour

Pro
Ch
Consumption
Situation

Source: Roger, et al., A Consumer Behaviour: Implications for Marketing Strategy Business,
Publications Inc., Texas, 1986, P.8.

OBJECTIVES OF THE STUDY to a sample of 100 consumers selected

1) To study the behavioral factors of
consumers in motor bikes.
2) To analyze the impact of
behavioral factors of consumers
on choosing particular brand of
motor bike.
3) To suggest various factors to
improve sales.
4) To study the consumers’ opinion
of their motor bikes regarding its
features like appearance, mileage,
price etc.,
RESEARCH METHODOLOGY
Source of Data:
Primary Data:
The primary data collected
through questionnaires administered
from twin cities i.e., Hyderabad and
Secunderabad the Questionnaire was
pre-Designed and pre-tested before it
was administered.
Secondary Data :
Secondary data was collected
through various publications of
newspapers, magazines, books and
magazines websites of Hero Honda,
and TVS bikes.
Sample Design :
A total of 100 consumers were
selected from the twin cities of
Hyderabad and Secunderabad for
this study to analyze the consumers
behaviour with reference to select
motor bikes i.e., Hero Honda,
Yamaha, and TVS bike.
 C.B.T.T.W.M.B. 5

Awareness of Brand Motor Bikes:

Regarding awareness of the brand motor bikes, above table indicates that
the advertisement for Hero Honda bikes are 45 respondents where as the lowest
is the 25. But family members are 10 respondents and for Yamaha is 5
respondents. Whereas from friends 40 respondents are Yamaha and also 25
for brand name.

After Sales Service:

S.No. Name of the Bike Good Very g
1 Hero Honda 30 50
2 Yamaha 45 35
3 TVS Bikes 25 15

S.No. Regarding
Name of the after sales
Advertisement service of
Family F motor bikes, 50 respondents have
Bike responded very good formembers
service, followed by Yamaha with 45 respondents
1 Hero stating
Honda good.
45 10 3
2 Yamaha 30 5 4
3 TVS Bikes 25
Age of Respondents: 25 3

S.No. Name of the Bike Below 30 yrs. 30-50 y

1 Hero Honda 40 45
2 Yamaha 45 30
3 TVS Bikes 35 45

Regarding the age of respondents, most of the respondents are below 30

years of age and chosen for Yamaha bikes, whereas 40 chosen for Hero Honda,
but whereas in the age group of 30-50, 45 respondents chosen for Hero Honda,
for Yamaha it is only 30 respondents Respondents above 50 years of age have
preferred Yamaha bikes. The least is Hero Honda with 15 respondents.

Satisfaction of Motor Bikes:.

S.No. Name of the Bike Yes No
1 Hero Honda 80 20
2 Yamaha 85 15
3 TVS Bikes 65 35
6 Osmania Journal of Management

Regarding satisfaction of motor bikes 85 respondents have stated that

Yamaha satisfaction is highest and the lowest is for TVS bikes i.e. 65.

Sales by Design/Style/Model of Motor Bikes:

S.No. Name of the Bike Yes No
1 HeroHonda 35 65
2 Yamaha 60 40
3 TVS Bikes 30 70

35 respondents purchase the Hero Honda Bike due to acceptance of

design/style/model, whereas 45 respondents do so for Yamaha and only 20
respondents opted for TVS Bike following acceptance of the bikes design, etc.
followed by Hero Honda and TVS.This shows that the sales of Yamaha motor
bike are more by way of its design/style/model.

Sales by Mileage of Motor Bikes:

S.No Name of the Bike Yes
1 Hero Honda 40
2 Yamaha 60
3 TVS Bikes 15

As far as mileage per litre of petrol is concerned, Hero Honda is ruling the
market and finding favour with the consumers. Yamaha and TVS are far below
the expectations of the consumers based on mileage per litre of petrol. This is
also due to constant advertisements through newspapers, TV, Cable TV,
hoardings, road shows, etc. Hero Honda attained supremacy due to mileage
factor. In these hard days of price increases and poor incomes, every one is
concerned with economic use of vehicles. Naturally Hero Honda has become
favourite of the masses.

Sales by Occupation
Employees Students
Hero Honda 30 60
Yamaha 15 40
TVS Bikes 40 50
As we can see, 60% of the purchasers of Hero Honda are the students,
while 40% of the purchasers of TVS are the employees. That means Hero
Honda bike is more popular with the students, TVS is more popular with the
employees. Whereas Businessmen are opting for Yamaha as the above data
shows 45% of the purchasers of Yamaha are the Businessmen.
 C.B.T.T.W.M.B. 7

Sales by Speed of Bikes:

S.No. Name of the Bike Yes
1 Hero Honda 35
2 Yamaha 50
3 TVS Bikes 25

Out of 100 respondents, 50 respondents have stated that sales of Yamaha

is due to its speed followed by Hero Honda for which 35 respondents spoke in
favour based on its speed feature.

Sales By Price of Bikes :

S.No Name of the Bike High Medium
1 Hero Honda 15 45
2 Yamaha 55 35
3 TVS Bikes 15 40

Regarding sales by price of bikes, highest is 55 respondents opined that

the price is high for Yamaha bikes, medium is 45 respondents opined for Hero
Honda bikes. 45 respondents have stated that TVS bikes are averagely priced.

Sales by Technology :
S.No Name of the Bike High Medium
1 Hero Honda 55 40
2 Yamaha 65 25
3 TVS Bikes Nil 40

45 respondents have voted for Yamaha based on its superior technology

compared to Hero Honda for which 40 respondents voted favourably based
on its technology. This shows that Yamaha technology is marginally superior
compared to Hero Honda. TVS is a poor third with 15 respondents voting for
it, as far as technology feature is concerned.

FINDINGS & CONCLUSIONS:

The research done on the competitor strategies of motorcycles left us with

a number of findings. All these findings and conclusions are basically drawn
from the questionnaires, which are filled by the respondents in person.

Regarding awareness of the brand motor bikes, above table indicates that
the advertisement for Hero Honda bikes are 45 respondents where as the lowest
8 Osmania Journal of Management
is the 25. But family members are 10
respondents and for Yamaha is 5
respondents. Whereas from friends
40 respondents are Yamaha and also
25 for brand name.
Regarding after sales service of
motor bikes, 50 respondents have
responded very good for service,
followed by Yamaha with 45
respondents stating good.
Regarding sales by price of bikes,
highest is 55 respondents opined that
the price is high for Yamaha bikes,
medium is 45 respondents opined for
Hero Honda bikes. 45 respondents
have stated that TVS bikes are
averagely priced.
Regarding the age of
respondents, most of the respondents
are below 30 years of age and chosen
for Yamaha bikes, whereas 40 chosen
for Hero Honda, but whereas in the
age group of 30-50, 45 respondents
chosen for Hero Honda, for Yamaha
it is only 30 respondents
Respondents above 50 years of age
have preferred Yamaha bikes. The
least is Hero Honda with 15
respondents.
Regarding satisfaction of motor
bikes 85 respondents have stated that
Yamaha satisfaction is highest and
the lowest is for TVS bikes i.e. 65.
35 respondents purchase the
Hero Honda Bike due to acceptance
of design/style/model, whereas 45
respondents do so for Yamaha and
only 20 respondents opted for TVS
Bike following acceptance of the bikes
design, etc. followed by Hero Honda
and TVS.This shows that the sales of
Yamaha motor bike are more by way
of its design/style/model.
As far as mileage per litre of
petrol is concerned, Hero Honda is
ruling the market and finding favour
with the consumers. Yamaha and
TVS are far below the expectations
of the consumers based on mileage
per litre of petrol. This is also due to
constant advertisements through
newspapers, TV, Cable TV,
hoardings, road shows, etc. Hero
Honda attained supremacy due to
mileage factor. In these hard days of
price increases and poor incomes,
every one is concerned with
economic use of vehicles. Naturally
Hero Honda has become favourite of
the masses.
As we can see, 60% of the
purchasers of Hero Honda are the
students, while 40% of the
purchasers of TVS are the employees.
That means Hero Honda bike is more
popular with the students, TVS is
more popular with the employees.
Whereas Businessmen are opting for
Yamaha as the above data shows 45%
of the purchasers of Yamaha are the
Businessmen
 Out of 100 respondents, 50
respondents have stated that sales of
Yamaha is due to its speed followed
by Hero Honda for which 35
respondents spoke in favour based on
its speed feature.
45 respondents have voted for
Yamaha based on its superior
technology compared to Hero Honda
for which 40 respondents voted
favourably based on its technology.
This shows that Yamaha technology
is marginally superior compared to
Hero Honda. TVS is a poor third with
15 respondents voting for it, as far as
technology feature is concerned.
SUGGESTIONS /
RECOMMENDATIONS:
After analyzing the findings, the
following suggestions have been
prepared. Great care has been taken
in making these suggestions for the
improvement of consumers opinion.
1. There is a heavy demand for Hero
Honda motorcycles in the market,
so their supply has to be
drastically improved so as to meet
the demand of the customer.
2. Some of the respondents are
suggested to improve the mileage
of Yamaha and TVS Bikes.
3. A considerable number of respondents
opined that there is a need to improve
the technology of TVS bikes.
4. A vast majority of the respondents
felt the design of Hero Honda bikes
should be changed so as to attract
the customers.
5. The bikes recently introduced by
Hero Honda are mostly
concerned about youth. So, they
should also consider middle-aged
people while manufacturing.
6. Some of the respondents felt that
the price of Yamaha is high and it
should be decreased so as to
attract more customers.
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K.A. Consumer Behaviour : Implications
for Marketing Strategy, (Rev.ed),
Business Publications, Inc. Texas, 2001.
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Jagdish N., The Theory of Buyers
Behaviour, John Wiley and Sons Inc.,
New York, 2000.
3. Karsarjian H.H. and Robertson T.S.
Perspectives in Consumer Behaviour,
SCOH Forman & Company, Illinois,
2001.
4. Kotler Philip, Marketing
Management, analysis, planning
implementation and control, Prentice
Hall of India Publishing, New
Delhi.2002.
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