Volume : 6, Issue : 6, June - 2017

A FACTOR ANALYSIS OF THE SOCIAL FACTORS INFLUENCING THE BUYER BEHAVIOUR IN THE TWO-WHEELER MARKET IN INDIA -AN EMPIRICAL STUDY.

Dr B. Rameshwaran

Abstract :

<p>&nbsp;<span style="font-family: Arial, sans-serif; font-size: 10pt; text-align: justify;">The two-wheeler market in India is the largest segment of the domestic auto industry in terms of absolute numbers. From a semi luxury product for the urban middle class in the eighties and earlier, the two- wheeler has now become not only the favorite mode of personal transport but also the most coveted personal household durable possession among nearly all consumer classes, except perhaps the most affluent. The leading vehicle in the two-wheeler segment is the stylish, fuel-efficient and sturdy 4-stroke motorcycle, the purchase of which is influenced by various factors like social, economic, aesthetic, and technological factors. The research problem of the study is to </span><span style="font-family: Arial, sans-serif; font-size: 10pt; text-align: justify;">investigate into those social factors that are responsible for the influence of a two-wheeler purchase decision and to determine the most important promotional tool that influences a two-wheeler purchase decision. A descriptive research using stratified random sampling method was undertaken and the study was conducted using both primary and secondary data. I</span><span style="font-family: Arial, sans-serif; font-size: 10pt; text-align: justify;">t was concluded that the &ldquo;Primary Reference Group&rdquo; factor was the most important social factor that influenced a two-wheeler purchase decision followed by &ldquo;Role in the Society&rdquo; factor, &ldquo;Social Status&rdquo; factor, and &ldquo;Secondary Reference Group&rdquo; factor.</span></p> <p class="MsoNormal" style="text-align:justify"><span style="font-size:10.0pt;&#10;font-family:&quot;Arial&quot;,sans-serif">&nbsp;</span></p>