BUSINESS

RESEARCH
METHOD
CONSUMERS PURCHASE INTENTION TOWARDS JAWA BIKES
IN CONTEXT TO INDIAN MARKET
LITERATURE REVIEW :

• Brand awareness : It can found from many journal that brand

awareness affects the purchase intention. Brand awareness means the
ability of a consumer can recognize and recall a brand in different
situations. Brand recognition means consumers has ability to identify a
brand when there is a brand cue. consumers tend to buy a familiar and
well known product (Keller, 1993; Macdonald & Sharp,2000). A product
with a high level of brand awareness will receive higher consumer
preferences because it has higher market share and quality evaluation
(Dodds et al., 1991; Grewal et al., 1998).
• Measurement method : Likert scale
SOCIAL STATUS

Aron O’Cass, Hmily Frost (2012)-The findings of this research indicate that the
status‐conscious market is more likely to be affected by the symbolic
characteristics of a brand; feelings aroused by the brand; and by the degree of
congruency between the brand‐user’s self‐image and the brand’s image
itself. Results also indicate that the higher the symbolic characteristics, the
stronger the positive feelings, and the greater the congruency between the
consumer and brand image, the greater the likelihood of the brand being perceived
as possessing high status elements.
Measurement scale : All items were measured on a strongly agree‐strongly
disagree scale
DESIGN/ STYLE

• K. MALLIKARJUNA REDDY (2008) : A study on CONSUMERS BEHAVIOUR

TOWARDSTWO-WHEELER MOTOR BIKES suggested that a major portion
of sale depends on the design/ style of the bike. A vast majority of the
respondents felt the design of Hero bikes should be changed so as to
attract the customers.

• Measurement method : 1-5 semantic differential scale

POWER/SPEED

• Dr. Ronald Mani & Mr. Debasis Tripathy 2013 A study conducted on
CONSUMER BUYING BEHAVIOR TOWARDS TWO WHEELER BIKES IN
CONTEXT TO INDIAN MARKET suggested Power/Speed are one among
the many that influences the purchase decision among consumers.
Research shows five variables (price, technology/power, awareness
regarding the product, after sales services and economic condition)
are the most influence element of consumer purchase decision of
Indian two wheeler.
• Measurement method : 1-5 semantic differential scale
HIGHER RESALE VALUE

• Shuling Liao,HsunchiChu(2013) - The study aim to apply the principles

of mental accounting to investigate how consumers economic
psychology associated with buying a new product is affected when an
awareness of the possibility of resale is aroused. The influence of resale
awareness on purchase intention is greater than when the two items
are distinct types but share similar functions
Measurement method : 1-5 semantic differential scale.
VARIABLE USED TO MEASURE PURCHASE
INTENTION
BRAND
AWERENESS

INTENTION
PURCHASE
DESIGN/
STYLE
HIGHER
RESALE
VALUE
POWER/SPEE
D
HYPOTHESIS

• There is a positive relationship between Brand awareness and purchase

intention.
• There is relationship between Social Status and Purchase intention.
• There is a relationship between design of the bike and Purchase
intention.
• There is a positive relationship between Power/speed of the bike and
Purchase intention.
• There is a positive relationship between higher resale value of the bike
and purchase intention.
SCALE USED TO MEASURE THE VARIABLE

• 5 level Likert scale is used to measure Brand awareness.

• Likert scale of 5 level is used to measure
- Ride Comfort
- Power/Speed
- Higher resale value
- Design/Style
REFERENCE

1.Influence of consumer online resale awareness on purchase decisions: a mental accounting

perspective
Author(s): Shuling Liao (Division of Marketing, College of Management, Yuan Ze University, Chung-li City, Taiwan, Republic of China) Hsunchi Chu
(Commerce Development Research Institute, Taipei City, Taiwan, Republic of China)

2.A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS TWO WHEELER BIKES IN CONTEXT TO INDIAN MARKET
Authotr(s): Dr. Ronald Mani & Mr. Debasis Tripathy

3.A STUDY ON CONSUMER BEHAVIOUR TOWARDS TWO WHEELER DEALERSIN COIMBATORE DISTRICT
Author(s) : DR. C. K. MUTHUKUMARAN

4.The Impact of Brand Awareness on the Consumers’ Purchase Intention

Author(s): Zarlish Shahid, Tehmeena Hussain1 and Fareeha Zafar

5. Factors Affecting Purchase Decision for Indian Two Wheelers in Sri Lankan Market

Author(s): R. A. S. Weerasiri1 and A. S. M. G. Mendis

6. A Study on Consumer Satisfaction of Two Wheeler Bikes
Author(s): Debasis Tripathy1, Dr. Ronald Mani

7. Factors Affecting Brand Preference of Scooters among Women Consumers in Kathmandu Valley
Author(s) : Riya Malla

8. CONSUMERS BEHAVIOUR TOWARDS TWO-WHEELER MOTOR BIKES.

Author(s): DR. K. MALLIKARJUNA REDDY

9. The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty

Author(s): Dr. Hsin Kuang Chi, Dr. Huery Ren Yeh, Dr. Ya Ting Yang.

10. Status brands: examining the effects of non‐product‐related brand associations on status and conspicuous consumption

Author(s): Aron O’Cass, Hmily Frost.

11.Influence of consumer online resale awareness on purchase decisions: a mental accounting perspective

Author(s): . Shuling Liao, Hsunchi Chu, Ajito mogito.