In business term, customer awareness is a means to identify how the products and services are delivered by the suppliers satisfies the customer’s needs and expectations. Customer awareness is the most vital characteristic that companies must realize in order to withstand in the competitive market and for further development. It is considered as an important factor of business strategy for customer satisfaction, which drives successful business. In general, customer satisfaction means a sense of preference or dissatisfaction towards the product or service which resulting from comparison between the products, perceived performance in the usage of the product or availing the service and satisfaction of the customer’s expectations towards the purchase of the product or services.

1. http://www.iaeme.com/IJM/index.asp 2279 editor@iaeme.com
International Journal of Management (IJM)
Volume 11, Issue 8, August 2020, pp. 2279-2285, Article ID: IJM_11_08_198
Available online at https://iaeme.com/Home/issue/IJM?Volume=11&Issue=8
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: https://doi.org/10.17605/OSF.IO/VQFNM
© IAEME Publication Scopus Indexed
AWARENESS OF WOMEN CONSUMERS
TOWARDS TWO-WHEELERS – A STUDY WITH
REFERENCE TO PONDICHERRY
Dr. V. Dheenadhayalan
Associate Professor, (On Deputation from Annamalai University),
P.G. Department of Commerce, Sri Subramaniyaswamy Govt. Arts College,
Tiruttani, Tamil Nadu, India
R. Shanmugapriya
Ph.D. Research Scholar, Department of Commerce,
Annamalai University, Annamalai Nagar, Tamil Nadu, India
ABSTRACT
In business term, customer awareness is a means to identify how the products and
services are delivered by the suppliers satisfies the customer’s needs and expectations.
Customer awareness is the most vital characteristic that companies must realize in
order to withstand in the competitive market and for further development. It is
considered as an important factor of business strategy for customer satisfaction, which
drives successful business. In general, customer satisfaction means a sense of
preference or dissatisfaction towards the product or service which resulting from
comparison between the products, perceived performance in the usage of the product
or availing the service and satisfaction of the customer’s expectations towards the
purchase of the product or services.
Key words: Awareness, two-wheeler, women consumer. Pondicherry
Cite this Article: V. Dheenadhayalan and R. Shanmugapriya, Awareness of Women
Consumers Towards Two-Wheelers – A Study with Reference to Pondicherry,
International Journal of Management (IJM), 11(8), 2020, pp. 2279-2285.
https://iaeme.com/Home/issue/IJM?Volume=11&Issue=8
1. INTRODUCTION
Women are the world's most influential consumers, and their economic impact is increasing
year after year. Today, women have power in both their minds and their wallets. They have
their own hopes and needs, which are different from those of their male counterparts. They
don't want to depend on anyone else to get around. They want to be on their own. Having a
two-wheeled vehicle gives them the freedom to go wherever they want. The rise in women's
education has also made them more aware.

2. Awareness of Women Consumers Towards Two-Wheelers – A Study with Reference to
Pondicherry
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A few decades ago, only men knew about two-wheeler brands, how the products looked,
how well they worked, and what other services the manufacturers offered. But now, because
more and more women are going to school and getting jobs, there are more women who ride
two-wheelers. This means that women consumers now have the option to find out about two-
wheeler brands. The success of a business depends on how well customers know about the
product and like it. So, this study was done to find out how much women consumers awareness
about two-wheeler vehicles.
2. SCOPE OF THE STUDY
This study is an attempt to identify the awareness of the women consumers towards the two-
wheeler with special reference to Pondicherry region.
3. OBJECTIVES
The main aim of this study is to examine the factors influencing the product attributes and
product efficiency of the two-wheeler and also additional services of the two-wheeler company.
4. RESEARCH METHODOLOGY
The present stud focus on the awareness of the women consumers on the two-wheelers. It also
makes an attempt to examine the factors of awareness influencing the level of satisfaction of
the women consumers towards the two-wheelers. This study is an analytical and descriptive in
nature and based on empirical study. Both Primary and Secondary data was collected for this
study. Primary data has been collected from 400 respondents in Pondicherry region, through
well-structured questionnaire. Such 400 respondents were taken based upon the occupation
namely homemakers, working women and students. Primarily, working women and non-
working women were segmented. From each segment 200 samples were drawn, totally 400
samples, by adopting Quota sampling method. Therefore, the researcher has taken 200 samples
from working women segment, 100 samples from home makers and 100 samples from college
students, totally 400 women respondents. This number 400 has been decided based on the
formula for non-random sampling method (Minimum 384), at 5% level of significance. By
adopting law of inertia and law of statistical regularity, such sample size was decided and
sample respondents were contacted by the researcher. Sampling adequacy test and Data validity
test were applied. KMO sampling adequacy test reveals 0.838, that means sampling size is
adequate, since this is more than 0.75. Cronbach Alpha data validity test informs that 0.812,
that means data are valid, since the value is more than 0.75. Secondary sources were also
collected from various sources such as journals, books and websites.
Tools for Analysis - This study applied the statistical tests namely, Kolmogorov Smirnov test
of normality, F distribution – One way ANOVA, Kruskal Walli’s “H” test and Fried man’s test
for repeated measures.
5. LIMITATION OF STUDY
• The responses of women respondents are psychological in nature, subject to change
from time to time.
• This study reflects only to Pondicherry region, so it cannot be generalised to some other
areas.

3. V. Dheenadhayalan and R. Shanmugapriya
http://www.iaeme.com/IJM/index.asp 2281 editor@iaeme.com
6. REVIEW OF LITERATURE
Murugan (2014) says that women's attitudes about buying a two-wheeler are very different. The
researcher found that the "region" effect is the most important thing to consider when judging
two-wheeler users. When buying a two-wheeler, factors like efficiency, benefits while using it,
demographic factors like age, sex, income, etc., and tax reduction as seen by women consumers
are thought to be important.
Amsaveni and Kokila (2014) try to figure out what factors are most important to working
women when they buy two-wheeled vehicles. Statistical tools like simple percentage, chi-
square test, ANOVA, and factor analysis were used to find out how satisfied women consumers
were with the two-wheeler. The results show that most of the people who answered were happy
with the car they owned. People who bought two-wheelers were looking for performance, cost-
effectiveness, looks, and resale value. The study also shows that the people who took part had
problems like their cars breaking down often and getting bad gas mileage.
Srinath (2018) says that this study is an effort to turn compulsion into choice. It is based on
a survey of public opinion in the field. Purposive sampling was used to choose samples from
three groups of women: working women, students, and homemakers. The women who took
part in the study were put into these three groups. The study found out from the people who
took part that their choices for a two-wheeler were not all the same.
In a study called "A Study on Women's Preference towards Two-Wheeler Brands with
Special Reference to Calicut City" by V. Athulya and Dr. M. Ramya (2017), it was found that
women prefer to buy two-wheelers that are comfortable and easy to use. Things like the
product's features, price, ability to get credit, and brand had a big effect on how people bought
things. The study found that women own two-wheelers because they find them useful.
A. Anandalakshmy and Dr. K. Brindha (2017), Women's Preference of Two Wheelers with
Special Reference to Coimbatore City, state that consumers' expectations and satisfaction are
met when they are given high-quality products at prices they can afford. A lot of what people
want to buy depends on the brand. Things like mileage, resale value, ease of use, price of spare
parts, and the ability to get a loan or pay in instalments affect how people buy.
7. DATA ANALYSIS AND INTERPRETATION
7.1. Product Attributes of two-wheeler
At the time of purchasing two-wheeler, women customers may expect certain product attributes.
Certain ladies may think about smart appearance, fuel storage capacity and fuel efficiency,
customised design vehicles and the like. Such attributes are pooled up in the following table.
Table 1 Product attributes of Two-wheeler
Attributes
Working
women (200)
Homemakers
(100)
Students
(100)
Total
(400)
Rank
Smart appearance 4.52 4.57 4.58 4.56 1
Fuel efficiency 4.18 4.22 4.28 4.23 3
Fuel storage capacity 4.22 4.24 4.32 4.26 2
Warranty period 3.98 4.02 3.96 3.98 7
Need based varieties of colour 4.08 4.12 4.04 4.08 5
Eco friendly fumes emission 4.12 3.96 3.94 4.01 6
Efficient engine power 3.98 4.28 4.24 4.17 3
Customised vehicles and designs
as per needs of ladies
4.22 4.08 4.14 4.14 4
Source: Computed data from Primary sources

4. Awareness of Women Consumers Towards Two-Wheelers – A Study with Reference to
Pondicherry
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Note: Very important = 5; Important = 4; Moderately important = 3; Of little important = 2; Very least
important = 1
Statistical Tests
(at 5% level of significance)
Calculated
value
p value Statistical Inference
Kolmogorov Smirnov test of normality –
Overall responses (Mean 4.17; SD =
0.182791; Skewness = 1.322592;
Kurtosis = 2.362006)
0.19233 0.87818
The data do not differ significantly and it
follows normal distribution
F distribution – One way ANOVA –
Occupation wise respondents
0.22906 0.7982
There is no significant difference between
occupation wise respondents
Kruskal Walli’s “H” test - Occupation
wise respondents
0.1887 0.90994
There is no significant difference between
occupation wise respondents
Friedman’s test for repeated measures –
Occupation wise respondents
1.00 0.60653
There is no significant difference between
occupation wise respondents
It is analysed from the statistical analyses that working women, home makers and students
are all having same thoughts on the expectations of product attributes of two-wheeler.
Women Customers give more weightage on smart appearance of two-wheeler, that is
feminism oriented, slim, easy to handle, less weight and all (Rank 1). Next to that, women
customers are conscious about fuel capacity and fuel efficiency like mileage (Rank 2 and 3).
Certain women customers want to have their own customised design vehicles like pink colour
with floral designs and the need-based colours (Rank 4 and 5). Women customers give
weightage on eco friendly vehicles like emission of lower fumes from vehicles (Rank 6). Some
women customers expect warranty period, like warranty period for engine (say 5 years), for
battery (2 years), overall vehicle in general (2 years) and possibility for extended warranty
(Rank 7).
7.2. Product efficiency of two-wheeler
Women customers may want to have two-wheeler efficiency aspects namely comfortable
riding, instant pick up, noise free operations, fuel saving, engine efficiency and the like. The
following table portrays the survey details in this regard.
Table 2 Product Efficiency of Two-wheeler
Factors
Working women
(200)
Homemakers
(100)
Students
(100)
Total
(400)
Rank
Comfortable riding 4.58 4.88 4.76 4.72 3
Instant pick up and smooth running 4.14 4.28 4.22 4.21 8
Noise free operation 4.18 4.22 4.24 4.22 7
Mileage 4.82 4.78 4.68 4.76 2
Light weight and High speed 4.38 4.26 4.28 4.31 4
Efficient brake control 4.88 4.72 4.74 4.78 1
Good wheel alignment 4.32 4.28 4.18 4.26 5
Energy saving mechanism and Air
Filter
4.18 4.24 4.28 4.23 6
Safety features for facilitating
driving for ladies
4.26 4.18 4.14 4.19 9
Source: Computed data from Primary sources
Note: Very important = 5; Important = 4; Moderately important = 3; Of little important = 2; Very least
important = 1

5. V. Dheenadhayalan and R. Shanmugapriya
http://www.iaeme.com/IJM/index.asp 2283 editor@iaeme.com
Statistical Tests
(at 5% level of significance)
Calculated
value
p value Statistical Inference
Kolmogorov Smirnov test of normality – Overall
responses (Mean 4.4089; SD = 0.260981; Skewness
= 0.808479; Kurtosis = 1.668426)
0.32279 0.24648
The data do not differ
significantly and it follows
normal distribution
F distribution – One way ANOVA – Occupation
wise respondents
0.44043 0.651335
There is no significant
difference between occupation
wise respondents
Kruskal Walli’s “H” test – Occupation wise
respondents
0.246 0.88425
There is no significant
difference between occupation
wise respondents
Friedman’s test for repeated measures – Occupation
wise respondents
0.2222 0.89484
There is no significant
difference between occupation
wise respondents
Statistical analyses inform that almost all the women, irrespective of their occupation have
same preferences of product efficiency aspects.
Regarding product efficiency, women customers give more weightage on efficient brake
control (Rank 1), followed by good mileage & fuel efficiency (Rank 2), and comfortable riding
(Rank 3). Some women customers want to have less weight and high speed (Rank 4). Certain
women customers give importance for certain technical aspects like good wheel alignment
(Rank 5), energy saving mechanism & air filter (Rank 6), noise free operations (Rank 7), instant
pick up & smooth running (Rank 8).
7.3. Additional Services of the Two-wheeler Company
The customers may want to have certain additional services namely vehicle registration service,
driving licence service, insurance services and all. The following table highlights the necessary
data in this regard.
Table 3 Additional services of Two-wheeler Company
Services
Working
women (200)
Homemakers
(100)
Students
(100)
Total
(400)
Rank
Repairs and Maintenance 3.98 3.88 3.42 3.76 8
Vehicle Registration service / Getting fancy
number for vehicle
4.88 4.82 4.76 4.82 1
Insurance claims and settlement services 4.22 3.88 4.12 4.07 4
Driving Licence Services 4.16 4.12 4.22 4.17 3
Financial assistance – EMI – either Company
Financial assistance or Lending institutions like
Bajaj, Kodak
4.58 4.42 4.36 4.45 2
Insurance services (premium collection and
renewal)
3.86 3.76 3.68 3.77 7
Driving School – Helping women customer to learn
driving by lady trainers
4.12 4.08 4.02 4.07 5
Emergency brake down services and guidance /
Annual Maintenance Services
4.08 3.96 3.92 3.99 6
Source: Computed data from Primary sources
Note: Very important = 5; Important = 4; Moderately important = 3; Of little important = 2; Very least
important = 1

6. Awareness of Women Consumers Towards Two-Wheelers – A Study with Reference to
Pondicherry
http://www.iaeme.com/IJM/index.asp 2284 editor@iaeme.com
Statistical Tests
(at 5% level of significance)
Calculated
value
p value Statistical Inference
Kolmogorov Smirnov test of normality – Overall
responses (Mean 4.1375; SD = 0.353139; Skewness =
1.043281; Kurtosis = 0.954907)
0.21081 0.80192
The data do not differ
significantly and it follows
normal distribution
F distribution – One way ANOVA – Occupation wise
respondents
4.66542 0.028014
There is a significant
difference between occupation
wise respondents
Kruskal Walli’s “H” test – Occupation wise
respondents
1.0888 0.04802
There is a significant
difference between occupation
wise respondents
Friedman’s test for repeated measures – Occupation
wise respondents
9.75 0.00764
There is a significant
difference between occupation
wise respondents
As far as additional services are concerned, it is derived from the statistical analyses that
the thoughts of women customers vary among their occupation. Home makers have some
expectations distinctively. Working women think something differently. Whereas college
students think completely differently.
All the women customers give more weightage on vehicle registration / fancy number
purpose (Rank 1), followed by financial assistance by Financial Institutions like Bajaj and the
like (Rank 2). Some customers want to have driving licence services (Rank 3), insurance claim
services (Rank 4). Because most of the customers suffer a lot due to insurance claim settlement
affairs. Some customers want to have driving school facilities like helping women customers
to learn two-wheeler driving to be taught by the lady trainers. Some women customers like to
have Emergency break down services (Rank 6) and insurance premium remittance & renewal
services (Rank 7). Few customers want to have repairs and maintenance service centre facility
(Rank 8). In the survey it is learned that repairs service centres of the two-wheeler Company
are not doing their services well, but they are deceiving the customers a lot in several ways. So
only, customers do not want repairs and maintenance service centres of the Company.
8. CONCLUSION
Women Customers would like to give more weightage on smart appearance of two-wheeler,
that is feminism oriented, slim, easy to handle and less weight. Next to that, women customers
are conscious about fuel capacity and fuel efficiency like mileage. Regarding product efficiency
of two-wheeler, women customers give more weightage on efficient brake control, followed by
good mileage & fuel efficiency, and comfortable riding. Regarding additional services offered
by the two-wheeler company, all the women customers give more weightage on vehicle
registration / fancy number purpose, followed by financial assistance by Financial Institutions
like Bajaj and the like.
REFERENCES
[1] Amsaveni, R., & Kokila, R. (2014). A Study on Satisfaction Levels of Working Women
Towards Two Wheelers In Coimbatore, Tamil Nadu. Indian Journal of Marketing.
Https://Doi.Org/10.17010/Ijom/2014/V44/I5/80377
[2] Anandalakshmy A, Brindha K. Women’s Preference of Two Wheelers with Special Reference
to Coimbatore City. Int J Curr Res Modern Educ. 2017;2(1):79-84
[3] Athulya V, Ramya M. A study on Women’s preference towards two-wheeler brands with
special reference to calicut city. Int J Interdisciplinary Res in Arts Humanities. 2017;2(2):75- 8.

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[4] Dheenadhayalan, V. (2010), "Automation of Banking sector in India", Yojana, February, pp.32-
40
[5] Murugan, M. S. (2014). Awareness Of Women Consumers Towards the Purchase Decision Of
Two Wheelers In India – A Study With Reference To Metropolitan Cities. International
Research Journal of Business and Management
[6] Srinath, R. (2018). Women Riding a Two-Wheeler in Chennai: Has the Perception Changed? A
Perspective. Prabandhan: Indian Journal of Management.
Https://Doi.Org/10.17010/Pijom/2018/V11i2/121394