This document summarizes a study on consumer behavior towards two-wheeler motor bikes in Hyderabad and Secunderabad. The study aims to analyze the behavioral factors that influence consumers in choosing a particular motor bike brand. A survey was conducted with 100 consumers using a questionnaire to understand personal, cultural, social, and psychological factors that impact their decisions. The findings will help marketers improve their understanding of consumers and better target their marketing strategies.

1. 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 consumer
consumer oriented and the emphasis needs, motivations, perceptions
is more on the consumer rather than attitudes, the learning process
on the product. The essence of personality characteristics are the
modern marketing lies in building of similarities, which operate across the
profit along with creating different types of people and
meaningful value satisfaction for the influence their behavior.
costumers, whose needs and desires
have to be coordinated with the set There are four major factors
of products and production which influences on the buying
programmes. Therefore, marketing behavior of consumer.
success an enterprise depends as its
1. Cultural factors
ability to create a community of
satisfied consumers. All the business 2. Social factors
activities should be carried out in 3. Personal factors
ways which are directed towards the 4. Psychological factors
satisfaction of the consumer needs.
So a study had been conducted
Consumer behavior is affected on “Consumer Behaviour Towards
by a host of variables ranging from Two-Wheeler Motor Bikes” in the
personal, professional needs, twin cities i.e. Hyderabad and
attitudes and values, personality Secunderabad with a sample of 100
characteristics, social economic and consumers by selecting two wheeler
cultural background, age, gender, motor bikes i.e. Hero Honda, Yamaha,
professional status to social and TVS bikes and data had been
influences of various kinds exerted a collected through structured
family, friends, colleagues, and questionnaire.
society as a whole. The combination

2. 2 Osmania Journal of Management
Marketing starts with the satisfaction of the consumer needs.
consumers and ends with the
A consumer decision to purchase
consumer. Satisfaction of the
a particular brand of motor cycle
consumers becomes the most
consumers result to complex
important goal of a business
interplay of a consumer variables the
enterprise. The effort to ensure
starting point for the company
consumer satisfaction lies in
provides the decision process
understanding the consumer, his likes
marketing stimuli in shape of brand,
dislikes, his expectations and
promotion, price and distribution
motivation.
strategy. The potential consumer
An analysis of the consumer’s along with other stimuli already
behavior in terms of consumer exciting receives the marketing
consumption patterns, consumer stimuli in the environment. The
preferences, consumer motivation, stimuli my social economic, cultural,
consumer buying process and shopping technological and political in nature.
behavior is very much helpful to
formulate a firm’s marketing strategy.
MAJOR FACTORS
So the ultimate objective of a INFLUENCING BUYING
business firm is to create a consumer BEHAVIOR:
who is said to be pivot around whom
the 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, personality
is more on the consumer rather than characteristics, social economic and
on the product. The essence of cultural background, age, gender,
modern marketing lies in building of professional status to social
profit along with creating influences of various kinds exerted a
meaningful value satisfaction for the family, friends, colleagues, and
costumers, whose needs and desires society as a whole. The combination
have to be coordinated with the set of these factors help the consumer in
of products and production decision making further Psychological
programmes. Therefore, marketing factors that as individual consumer
success an enterprise depends as its needs, motivations, perceptions
ability to create a community of attitudes, the learning process
satisfied consumers. All the business personality characteristics are the
activities should be carried out in similarities, which operate across the
ways which are directed towards the different types of people and

3. 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. 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 and
1) To study the behavioral factors of Secunderabad the Questionnaire was
consumers in motor bikes.
pre-Designed and pre-tested before it
2) To analyze the impact of was administered.
behavioral factors of consumers
on choosing particular brand of Secondary Data :
motor bike.
Secondary data was collected
3) 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 for
Source of Data: this study to analyze the consumers
Primary Data: behaviour with reference to select
The primary data collected motor bikes i.e., Hero Honda,
through questionnaires administered Yamaha, and TVS bike.

5. 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 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 3
2 Yamaha 30 5 4
3 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. 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.

7. 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. 8 Osmania Journal of Management
is the 25. But family members are 10 of design/style/model, whereas 45
respondents and for Yamaha is 5 respondents do so for Yamaha and
respondents. Whereas from friends only 20 respondents opted for TVS
40 respondents are Yamaha and also Bike following acceptance of the bikes
25 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 way
motor 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 of
respondents stating good. petrol is concerned, Hero Honda is
ruling the market and finding favour
Regarding sales by price of bikes,
with the consumers. Yamaha and
highest is 55 respondents opined that
TVS are far below the expectations
the price is high for Yamaha bikes, of the consumers based on mileage
medium is 45 respondents opined for
per litre of petrol. This is also due to
Hero Honda bikes. 45 respondents
constant advertisements through
have stated that TVS bikes are newspapers, TV, Cable TV,
averagely priced.
hoardings, road shows, etc. Hero
Regarding the age of Honda attained supremacy due to
respondents, most of the respondents mileage factor. In these hard days of
are below 30 years of age and chosen price increases and poor incomes,
for Yamaha bikes, whereas 40 chosen every one is concerned with
for Hero Honda, but whereas in the economic use of vehicles. Naturally
age group of 30-50, 45 respondents Hero Honda has become favourite of
chosen for Hero Honda, for Yamaha the masses.
it is only 30 respondents
As we can see, 60% of the
Respondents above 50 years of age
purchasers of Hero Honda are the
have preferred Yamaha bikes. The
students, while 40% of the
least 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 is
bikes 85 respondents have stated that more popular with the employees.
Yamaha satisfaction is highest and Whereas Businessmen are opting for
the 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 Businessmen
Hero Honda Bike due to acceptance

9. Out of 100 respondents, 50 4. A vast majority of the respondents
respondents have stated that sales of felt the design of Hero Honda bikes
Yamaha is due to its speed followed should be changed so as to attract
by Hero Honda for which 35 the customers.
respondents spoke in favour based on
5. The bikes recently introduced by
its speed feature.
Hero Honda are mostly
45 respondents have voted for concerned about youth. So, they
Yamaha based on its superior should also consider middle-aged
technology compared to Hero Honda people while manufacturing.
for which 40 respondents voted
favourably based on its technology. 6. Some of the respondents felt that
the price of Yamaha is high and it
This shows that Yamaha technology
should be decreased so as to
is marginally superior compared to
Hero Honda. TVS is a poor third with attract more customers.
15 respondents voting for it, as far as
technology 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 Buyers
in 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, planning
2. 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.