AN EMPIRICAL STUDY OF BUYING BEHAVIOUR OF THE TWO-WHEELER USERS IN JAIPUR DISTRICT

In the last decade, the transformation in technology and process of globalization results in an increase of consumer behavior. Marketing strategies are altered from product oriented to customer oriented. In automobile industry, market has shifted from scooter to motorcycle segment. This study aims to find out the consumer behavior towards the different types of two-wheeler existing into the market. This study describes the major factors, which affects the purchasing decision of an individual. A sample of 100 motorbike users selected randomly to study their buying behavior of users in. Data is collected through standardized questionnaires and other authenticates resources. Data is analyzed through different statistical methods. This study focuses on three major corporate players of two-wheeler industry. Viz. Hero motocorp Ltd. Bajaj and TVS. It only considers male customers of these companies. The result reveals cues that users are highly stimulated by socioeconomic and demographic factors. This study concludes that mileage and engine power are the important factor which affects the buying behaviour while consumers are not bothered about price it shows the purchasing power of the consumer and demographic factors are key factors of influencing buying behaviour. The major challenges before Indian manufactures are how to expose determinants that directs the consumer in the buying decision of motorcycle.