This document summarizes a study on consumer brand preferences for two-wheelers in Coimbatore City, India. The study involved a survey of 120 respondents. The results showed that most consumers preferred Honda (72% of Honda consumers were over 35), TVS (63% of TVS consumers were over 35), and Hero Honda (48% of Hero Honda consumers were over 35). The study found no significant relationship between age and brand preference. It also found that most users of all brands surveyed were employees (ranging from 57-100% of users for each brand).

1. Volume 2, Issue 3, March 2017
ISSN: 2456 – 2998 (Online)
http://ijarmet.in/
Pages: 471 – 475
© www.ijarmet.in M. Sugantha et. al., 471
A Study on Consumer Brand Preference
towards Two-Wheelers in Coimbatore City
M. Sugantha1
, Dr. Linda Mary Simon2
and Sweety Regina Mary3
1,2,3
Assistant Professor, Sri Ramakrishna College of Arts and College for Women, Coimbatore, Tamilnadu, India.
1
suganthamanoharan87@gmail.com, 2
lindamarysimon@gmail.com, 3
sweetycbe5@gmail.com
Abstract: Automobile is one of the largest industries in global market. Being the leader in product and process
technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth.
During the last decade, well¬-directed efforts have been made to provide a new look to the automobile policy
for realizing the sector's full potential for the economy. Steps like abolition of licensing, removal of quantitative
restrictions and initiatives to bring the policy framework in consonance with WTO requirements have set the
industry in a progressive track. This research is carried out to find out the consumer brand preference towards
two-wheeler in Coimbatore city with 120 respondents and it reveals that At present the market meet a stiff
competition to market their brands. In this situation to overcome the marketing of their brands the company
uses different promotional activities.
Keywords: brand, two-wheeler, promotion, technology
1. INTRODUCTION
Automobile is one of the largest industries in global market. Being the leader in product and process
technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth.
During the last decade, well¬-directed efforts have been made to provide a new look to the automobile policy
for realizing the sector's full potential for the economy. The Indian two wheeler market has a size of over Rs
100,000 million. The Indian two wheeler segment contributes the largest volumes amongst all the segments in
automobile industry. Though the segment can be broadly categorized into 3 sub-segments viz; scooters,
motorcycles and mopeds; some categories introduced in the market are a combination of two or more segments
e.g. scooterettes and step thrus.
Brand preference is measured by attitudes and perceives of the consumer towards a particular brand rather than
purchase consistency. Brand has become a management technique as it involves consideration of alternative and
choosing the best alternative. When consumer repeat purchase of the same brand it is called brand loyalty.
2. STATEMENT OF THE PROBLEM
The Indian two wheeler market is facing a tough competition with the entry of many companies. All the
companies are constantly engaged in gaining the attention of consumers by introducing novelty in the existing
vehicles changing the design and models. Sometimes they introduce new two wheeler models with varied price
structure to suit the different class of income groups. Any company can introduce many models under its own
brand.
There are many brand introduced in the two wheeler market, it is interested to know.
a) What is the buying behavior of the consumers towards two wheelers?
b) What are the variables influenced his/her purchase decision?
c) To know by which way he/she preferred that brand?
d) What is the level of satisfaction towards the preferred brand?
e) To know the problems faced as well as the reason for switching to other brand?

2. Volume 2, Issue 3, March 2017
ISSN: 2456 – 2998 (Online)
http://ijarmet.in/
Pages: 471 – 475
472 M. Sugantha et. al., © www.ijarmet.in
Even after buying a two wheeler, the consumer has confounded with many arrivals. In views of the above, the
researcher has made an attempt to study the brand preference and satisfaction level of consumers towards two
wheelers.
3. SCOPE OF THE STUDY
The study indicates the selection of two wheeler brand. It mainly focuses on varies satisfactory levels like
publicity, awareness, range of the brand, promise of the brand. It also reveals to understand the consumers
reaction two wheeler brands. It also focuses the problems as well as to know the reason for switching the other
brand. It covers the consumers of two wheelers in Coimbatore city alone.
4. OBJECTIVES OF THE STUDY
 To study the buyer behaviour towards two wheelers.
 To study about the factor influencing the brand preference.
 To study level of satisfaction towards the preferred brand.
 To study the reason for switching to other brand.
 To suggest some measure to improve the brand loyalty of the product.
5. METHODOLOGY
5.1 Nature of research design:
The research design adopted in the study was descriptive design, which is concerned with the descriptive of a
group. In descriptive research in such a way that respondents is able to understand clearly what the researcher
wants and provides distinct information to measure the data.
5.2 Area of the study:
The study was conducted in Coimbatore city in Tamilnadu. Coimbatore is the second largest district in
Tamilnadu with a population of 44 lakhs. It is a graceful city situated in the foothills of Western Ghats provided
with good infrastructure, water and pleasant climate. The city has as area of 10873 square kilometers and has
the pride of having reputed educational institution in India. The per capita income of the city falls within the top
ten cities in the country. There are more than 45000 tiny, small, medium and large industries and textile mills
for which it is known as “Manchester of south India”. It is also famous for the manufacturing of motor pump
sets and varied engineering goods, due to which it has earned the title as “Detroit of the south”.
5.3 Period of the study:
The study is based on a primary data collection. The study was conducted from the period of August 2016 to
February 2017 for 6 months.
5.4 Methods of data:
All researcher need adequate and accurate or information. So, the collection of data is the first step in any
statistical investigation. There are two types of statistical data, namely
 Primary data
 Secondary data
5.5 Analysis of data:
Simple percentage analysis is used to edit and tabulate the data collected through questionnaire.

3. Volume 2, Issue 3, March 2017
ISSN: 2456 – 2998 (Online)
http://ijarmet.in/
Pages: 471 – 475
© www.ijarmet.in M. Sugantha et. al., 473
5.6 Tools of analysis:
After completing the data collection, the filled up questionnaire were edited properly to make them ready for
coding. Master table were prepared to incorporate all the information available in the questionnaire.
Classification tables were prepared with help of the recorded. The researcher has used certain statistical tools
such as
 Percentage analysis
 Chi- Square test
 Spearman’s rank correlation
 Contingency chi- Square
 Two way ANOVA
 Simple rank analysis.
6. LIMITATION OF THE STUDY
The followings are the limitations of the study.
 The study is restricted to only in Coimbatore city and so it is not applicable to universe.
 The number of respondent include for the study is limited to the time constraints.
 The researcher has studied only the brands not the models available in the brands.
 The study being a primary one, the accuracy and reliability of data depends on the information
provided by the respondents.
 The finding and observation in this study are purely based on the respondents answer. The
response may be due to personal factors.
7. ANALYSIS AND INTERPRETATION
The data had been collected from the age of the respondents. The relationship between Age and Brand has been
analysed and given in Table 7.1.
Table – 7.1 Age and brand
Brand
Age
Up to 20 years 21 – 25 25 – 35 Above 35 Total
Honda 0 (0%) 3 (17%) 2 (11%) 13 (72%) 18 (100%)
TVS 1 (3%) 5 (14%) 7 (20%) 22 (63%) 35 (100%)
Hero Honda 2 (4%) 15 (28%) 11 (20%) 26 (48%) 54 (100%)
Yamaha 0 (0%) 0 (0%) 0 (0%) 2 (100%) 2 (100%)
Suzuki 0 (0%) 0 (0%) 2 (50%) 2 (50%) 4 (100%)
Others 0 (0%) 2 (29%) 1 (14%) 4 (57%) 7 (100%)
Total 3 25 23 69 120
It can be noted from the table no 4.19 that 72% of using Honda belong to the age above 35 years, 63 % of using
TVS belong to the age above 35 years, 48 % of using Hero Honda belong to age above 35 years, 100% of using
Yamaha belong to the age above 35 years, 50% of using Suzuki belong to the age between 25 – 35 years and
above 35 years, 57 % of using other company (Bajaj, kinetic, etc.,) belong to the age above 35 years.
Null hypothesis:
There is no significant relationship between Age and Brand of the respondents. The Chi-square test results are
given in Table 7.2.

4. Volume 2, Issue 3, March 2017
ISSN: 2456 – 2998 (Online)
http://ijarmet.in/
Pages: 471 – 475
474 M. Sugantha et. al., © www.ijarmet.in
Table 7.2 Chi – square test results
Factor Degree of freedom Calculated value Table value at 5 % Null hypothesis
Age 15 19.13 25 Accepted
It can be revealed from the table 4.19 that the calculated Chi square values are less than the table value, the Null
Hypothesis is accepted at 5% level. So there is no significant relationship between Age and the Brand of the
respondents.
The data has been collected from the occupation of the respondent. The difference between occupation and
brand has been analyzed in the Table 7.3.
Table 7.3 occupations and brand
Brand
Occupation
Business Professional Student Employee Total
Honda 0 (0%) 1 (6%) 1 (6%) 16 (88%) 18 (100%)
TVS 0 (0%) 4 (11%) 11 (32%) 20 (57%) 35 (100%)
Hero Honda 1 (2%) 3 (6%) 8 (15%) 42 (77%) 54 (100%)
Yamaha 0 (0%) 0 (0%) 0 (0%) 2 (100%) 2 (100%)
Suzuki 0 (0%) 0 (0%) 1 (25%) 3 (75%) 4 (100%)
Others 0 (0%) 0 (0%) 0 (0%) 7 (100%) 7 (100%)
Total 1 8 21 90 120
It can be noted from the table no. 4.23 that 88% of Honda users were employees, 57% of TVS users were
employees, 77% of Hero Honda users were employees, 100% of Yamaha users were employees, 75% of Suzuki
users were employees, and 100% of other two wheeler users were employees. Table 7.4 shows the comparison
of Brands between Honda and TVS. Table 7.5 shows the comparison of brands between Honda and Yamaha.
Table 7.4 Comparison of Brands between Honda and TVS
Honda Rank (R1) TVS Rank (R2) D2
21 3 1 6 9
52 1 16 3 4
18 4 52 1 9
1 6 24 2 16
24 2 14 4 4
4 5 13 5 0
Value for rank = - 0.2
The above comparison of Honda and TVS is negatively correlated.
Table 7.5 Comparison of Brands between Honda and Yamaha
Honda Rank (R1) Yamaha Rank (R2) D2
21 3 1 5 4
52 1 41 1 0
18 4 17 4 0
1 6 0 6 0
24 2 38 2 0
4 5 23 3 4
Value for rank = 0.8
The above comparison of Honda and Yamaha are positively correlated.

5. Volume 2, Issue 3, March 2017
ISSN: 2456 – 2998 (Online)
http://ijarmet.in/
Pages: 471 – 475
© www.ijarmet.in M. Sugantha et. al., 475
8. FINDINGS AND SUGGESTIONS
1. Age do not influence to brand owned by the respondent.
2. Monthly income doesn’t have any relationship with brand.
3. There is no significant relationship between occupation and brand.
4. Monthly income does not influence time taken for selection of the brand.
5. Majority of the respondents have given first rank to the price, followed by performance, economy, style as
second, third and fourth respectively. After sale service is given last rank.
6. Majority of the respondents have given first rank to Hero Honda, followed by Honda, TVS, Suzuki,
Yamaha and others as second, third, fourth, fifth and sixth respectively.
9. SUGGESTIONS
1. As many of the consumers think that when the quality of the two-wheeler is good there the price of it is
high. So the price of the two-wheeler must be reduced in the future to the extent possible.
2. Manufacturers must give detailed explanations on the new technologies because many people cannot
understand what that is.
3. Every manufacturer must improve their customer loyalty before it is too late.
4. A nowadays customer has to wait for long after booking their two-wheeler. This must be evaded.
Manufacturer must produce enough no. of bike and do not make wait the customers.
5. The advertisement on the bikes must be made real. The extraordinary stunts performed must be reduced.
10. CONCLUSION
The majority of the consumer opinioned that the quality as a chief reason for consuming their brand. Most of
them disclose that newspaper gives better view on the two-wheelers. The study also reveals the various top
brands and its position in the Indian market. The study show how the two-wheeler has been evolved from the
past. The study suggested to further study and recommended to improve the sales of the manufacturer and also
offer various promotional activities to overcome the competitors and also the study helped the researcher to
know about the position of the various brands of two-wheelers in the Coimbatore city. At present the market
meet a stiff competition to market their brands. In this situation to overcome the marketing of their brands the
company uses different promotional activities.
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when beauty may be only skin deep”. Journal of advertising vol.No.1 p-4
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