C.B.T.T.W.M.B. 1 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 decision making further Psychological The marketing concept is factors that as individual consumerconsumer oriented and the emphasis needs, motivations, perceptionsis more on the consumer rather than attitudes, the learning processon the product. The essence of personality characteristics are themodern marketing lies in building of similarities, which operate across theprofit along with creating different types of people andmeaningful value satisfaction for the influence their behavior.costumers, whose needs and desireshave to be coordinated with the set There are four major factorsof products and production which influences on the buyingprogrammes. Therefore, marketing behavior of consumer.success an enterprise depends as its 1. Cultural factorsability to create a community ofsatisfied consumers. All the business 2. Social factorsactivities should be carried out in 3. Personal factorsways which are directed towards the 4. Psychological factorssatisfaction of the consumer needs. So a study had been conducted Consumer behavior is affected on “Consumer Behaviour Towardsby a host of variables ranging from Two-Wheeler Motor Bikes” in thepersonal, professional needs, twin cities i.e. Hyderabad andattitudes and values, personality Secunderabad with a sample of 100characteristics, social economic and consumers by selecting two wheelercultural background, age, gender, motor bikes i.e. Hero Honda, Yamaha,professional status to social and TVS bikes and data had beeninfluences of various kinds exerted a collected through structuredfamily, friends, colleagues, and questionnaire.society as a whole. The combination
2 Osmania Journal of Management Marketing starts with the satisfaction of the consumer needs.consumers and ends with the A consumer decision to purchaseconsumer. Satisfaction of the a particular brand of motor cycleconsumers becomes the most consumers result to compleximportant goal of a business interplay of a consumer variables theenterprise. The effort to ensure starting point for the companyconsumer satisfaction lies in provides the decision processunderstanding the consumer, his likes marketing stimuli in shape of brand,dislikes, his expectations and promotion, price and distributionmotivation. strategy. The potential consumer An analysis of the consumer’s along with other stimuli alreadybehavior in terms of consumer exciting receives the marketingconsumption patterns, consumer stimuli in the environment. Thepreferences, consumer motivation, stimuli my social economic, cultural,consumer buying process and shopping technological and political in nature.behavior is very much helpful toformulate a firm’s marketing strategy. MAJOR FACTORS So the ultimate objective of a INFLUENCING BUYINGbusiness firm is to create a consumer BEHAVIOR:who is said to be pivot around whomthe entire business of a firm revolve. Consumer behavior is affected by a host of variables ranging from Thus the marketing concept is personal, professional needs,consumer oriented and the emphasis attitudes and values, personalityis more on the consumer rather than characteristics, social economic andon the product. The essence of cultural background, age, gender,modern marketing lies in building of professional status to socialprofit along with creating influences of various kinds exerted ameaningful value satisfaction for the family, friends, colleagues, andcostumers, whose needs and desires society as a whole. The combinationhave to be coordinated with the set of these factors help the consumer inof products and production decision making further Psychologicalprogrammes. Therefore, marketing factors that as individual consumersuccess an enterprise depends as its needs, motivations, perceptionsability to create a community of attitudes, the learning processsatisfied consumers. All the business personality characteristics are theactivities should be carried out in similarities, which operate across theways which are directed towards the different types of people and
C.B.T.T.W.M.B. 3influence their behavior. PERSONAL FACTORS: There are four major factors Buyer’s decisions are alsowhich influences on the buying influenced by personalbehavior 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 thebe defined as the some total of learned higher levels of psychological needs.belief, values and customs that serveto guide and direct the consumer MASLOW’S hierarchy of humanbehavior of all members of that needs make us understand consumersociety. motivation. It is useful for the marketer who can identify what Cultural is a learned through the generic level need this brand isfollowing 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 fundamentaldeterminant person’s wants andbehavior, the growing child acquiresa set of values, perceptions,preferences and behavior, through hisfamily and key institutions.2.Social factors:Consumer behavior is also influencedby such social factors as referencegroups, family and social roles andstatus.
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 from twin cities i.e., Hyderabad and1) To study the behavioral factors of Secunderabad the Questionnaire was consumers in motor bikes. pre-Designed and pre-tested before it2) To analyze the impact of was administered. behavioral factors of consumers on choosing particular brand of Secondary Data : motor bike. Secondary data was collected3) To suggest various factors to through various publications of improve sales. newspapers, magazines, books and magazines websites of Hero Honda,4) To study the consumers’ opinion and TVS bikes. of their motor bikes regarding its features like appearance, mileage, Sample Design : price etc., A total of 100 consumers were RESEARCH METHODOLOGY selected from the twin cities of Hyderabad and Secunderabad forSource of Data: this study to analyze the consumersPrimary Data: behaviour with reference to select The primary data collected motor bikes i.e., Hero Honda,through questionnaires administered 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 15S.No. Regarding after sales service of motor bikes, 50 respondents have Name of the Advertisement Family F Bike responded very good formembers followed by Yamaha with 45 respondents service,1 Hero stating good. Honda 45 10 32 Yamaha 30 5 43 TVS Bikes of Respondents: Age 25 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 thatYamaha 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 ofdesign/style/model, whereas 45 respondents do so for Yamaha and only 20respondents opted for TVS Bike following acceptance of the bikes design, etc.followed by Hero Honda and TVS.This shows that the sales of Yamaha motorbike 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 themarket and finding favour with the consumers. Yamaha and TVS are far belowthe expectations of the consumers based on mileage per litre of petrol. This isalso due to constant advertisements through newspapers, TV, Cable TV,hoardings, road shows, etc. Hero Honda attained supremacy due to mileagefactor. In these hard days of price increases and poor incomes, every one isconcerned with economic use of vehicles. Naturally Hero Honda has becomefavourite 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 HeroHonda bike is more popular with the students, TVS is more popular with theemployees. Whereas Businessmen are opting for Yamaha as the above datashows 45% of the purchasers of Yamaha are the Businessmen.
C.B.T.T.W.M.B. 7Sales 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 Yamahais due to its speed followed by Hero Honda for which 35 respondents spoke infavour 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 thatthe price is high for Yamaha bikes, medium is 45 respondents opined for HeroHonda 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 technologycompared to Hero Honda for which 40 respondents voted favourably basedon its technology. This shows that Yamaha technology is marginally superiorcompared to Hero Honda. TVS is a poor third with 15 respondents voting forit, as far as technology feature is concerned. FINDINGS & CONCLUSIONS: The research done on the competitor strategies of motorcycles left us witha number of findings. All these findings and conclusions are basically drawnfrom the questionnaires, which are filled by the respondents in person. Regarding awareness of the brand motor bikes, above table indicates thatthe advertisement for Hero Honda bikes are 45 respondents where as the lowest
8 Osmania Journal of Managementis the 25. But family members are 10 of design/style/model, whereas 45respondents and for Yamaha is 5 respondents do so for Yamaha andrespondents. Whereas from friends only 20 respondents opted for TVS40 respondents are Yamaha and also Bike following acceptance of the bikes25 for brand name. design, etc. followed by Hero Honda and TVS.This shows that the sales of Regarding after sales service of Yamaha motor bike are more by waymotor bikes, 50 respondents have of its design/style/model.responded very good for service,followed by Yamaha with 45 As far as mileage per litre ofrespondents stating good. petrol is concerned, Hero Honda is ruling the market and finding favour Regarding sales by price of bikes, with the consumers. Yamaha andhighest is 55 respondents opined that TVS are far below the expectationsthe price is high for Yamaha bikes, of the consumers based on mileagemedium is 45 respondents opined for per litre of petrol. This is also due toHero Honda bikes. 45 respondents constant advertisements throughhave stated that TVS bikes are newspapers, TV, Cable TV,averagely priced. hoardings, road shows, etc. Hero Regarding the age of Honda attained supremacy due torespondents, most of the respondents mileage factor. In these hard days ofare below 30 years of age and chosen price increases and poor incomes,for Yamaha bikes, whereas 40 chosen every one is concerned withfor Hero Honda, but whereas in the economic use of vehicles. Naturallyage group of 30-50, 45 respondents Hero Honda has become favourite ofchosen for Hero Honda, for Yamaha the masses.it is only 30 respondents As we can see, 60% of theRespondents above 50 years of age purchasers of Hero Honda are thehave preferred Yamaha bikes. The students, while 40% of theleast is Hero Honda with 15 purchasers of TVS are the employees.respondents. That means Hero Honda bike is more Regarding satisfaction of motor popular with the students, TVS isbikes 85 respondents have stated that more popular with the employees.Yamaha satisfaction is highest and Whereas Businessmen are opting forthe lowest is for TVS bikes i.e. 65. Yamaha as the above data shows 45% of the purchasers of Yamaha are the 35 respondents purchase the BusinessmenHero Honda Bike due to acceptance
Out of 100 respondents, 50 4. A vast majority of the respondentsrespondents have stated that sales of felt the design of Hero Honda bikesYamaha is due to its speed followed should be changed so as to attractby Hero Honda for which 35 the customers.respondents spoke in favour based on 5. The bikes recently introduced byits speed feature. Hero Honda are mostly 45 respondents have voted for concerned about youth. So, theyYamaha based on its superior should also consider middle-agedtechnology compared to Hero Honda people while manufacturing.for which 40 respondents votedfavourably based on its technology. 6. Some of the respondents felt that the price of Yamaha is high and itThis shows that Yamaha technology should be decreased so as tois marginally superior compared toHero Honda. TVS is a poor third with attract more customers.15 respondents voting for it, as far astechnology feature is concerned. REFERENCES: 1. Hawkins D.I.Best, R.J. and Convey, SUGGESTIONS / K.A. Consumer Behaviour : Implications RECOMMENDATIONS: for Marketing Strategy, (Rev.ed), After analyzing the findings, the Business Publications, Inc. Texas, 2001.following suggestions have been 2. Howard John H., and Sheth,prepared. Great care has been taken Jagdish N., The Theory of Buyersin making these suggestions for the Behaviour, John Wiley and Sons Inc.,improvement of consumers opinion. New York, 2000. 3. Karsarjian H.H. and Robertson T.S.1. There is a heavy demand for Hero Perspectives in Consumer Behaviour, Honda motorcycles in the market, SCOH Forman & Company, Illinois, so their supply has to be 2001. drastically improved so as to meet the demand of the customer. 4. Kotler Philip, Marketing Management, analysis, planning2. Some of the respondents are implementation and control, Prentice suggested to improve the mileage Hall of India Publishing, New of Yamaha and TVS Bikes. Delhi.2002.3. A considerable number of respondents Schiffman G.Leon., Consumer opined that there is a need to improve Behaviour, Prentice Hall of India Pvt. the technology of TVS bikes. Ltd., New Delhi 2001.