Marketing Mix Factor Influencing Purchase Decision of Two Wheelers: A Study of Aligarh District

Author:Mohd. Nadeem

Abstract:
The Indian automobile industry has witnessed rapid growth in production capacity along with modernization since the mid-nineties. India is now a significant player in the world market, with manufacturing bases and export hubs of many multinational vehicle manufacturing companies. In 2017-18 the production of two wheelers was 2.31 crore units, out of which 2.02 crore units were domestically sold while 0.29 crores units was exported. This study has analyzed the marketing mix factor influencing purchase decision of two wheelers in Aligarh district,U.P., India. Primary data has been collected from 75 respondents. The finding reveals that out of 24 attribute, comfort is the highly important attribute in the two-wheeler followed by low maintenance cost and safety features. Mileage, durability, after sales services and warranty are the other important attribute that consumers want in two wheelers. Financing facility, cash discount, comfort and availability are the extremely important factors for scooters’ segment. Moreover, durability, mileage, technology and colour are secondary important attributes. Consumers of scooter have given high consideration to these attributes as compared to motor cycle users. Advertisements on websites, magazines, TV, and attractive display in showroom are the important factors that influence purchase decision. The results also show that high discount, free gift and lucky draw events are important promotional factors that influence the purchase of motor cycle and scooters.

Keywords:Key Words: Two-wheeler marketing, decision making, buying behavior, factor and attribute.

DOI:

International Journal of Trade & Commerce (Vol: 7 Issue:2)