Consumer Buying Behavior Towards Two-Wheeler Scooters
21 Pages7122 Words257 Views
Added on 2021-08-12
Consumer Buying Behavior Towards Two-Wheeler Scooters
Added on 2021-08-12
BookmarkShareRelated Documents
Tathapi (UGC Care Journal) ISSN: 2320-0693 Vol-19-Issue-21-May-2020 P a g e | 86Copyright 2020 Authors ⓒ “Consumer Buying Behavior towards Two-Wheeler Scooters: With Special reference to Nagpur City (Maharashtra, India)” Dr. Padmakar I. Shahare Assistant Professor, GWCET, Nagpur, Maharashtra, India, padmakars21@gmail.com, Biographical notes: Padmakar Shahare is presently working as Assistant Professor at Govindrao Wanjari College of Engineering and Technology, Nagpur. He is graduate in BE (Electronics Engineering) from RTM, Nagpur University and post graduate in MMS (Marketing Management) from University of Mumbai, Mumbai. He has also to his laurels various other degrees like M.Com, PGDIBO. He was awarded PhD degree from Rashtrasant Tukdoji Maharaj Nagpur University, Nagpur. His area of expertise is Consumer behavior, Marketing Management, Advertising & Brand Management and Operations Management. He has a total of fifteen years of teaching, research and corporate experience. He has authored, published and presented more than 11 papers Abstract: Consumer buying behavior is an in-depth study and understanding consumer decision making process. It studies the factors and traits of individual consumer such as demographic and behavioral variable and to understand the need, wants and desire of the consumers. The two wheeler industry in India has shown a steady growth over the past decade. Any organization needs to know the motives and reasons why the consumer differs in choice from each other in buying products and services. This research paper aims to identify various factors that influence the consumer buying behavior of the two wheeler scooters in Nagpur city (Maharashtra, India). The survey conducted for this study mainly focuses on the reasons and criteria followed by consumer for buying two-wheeler scooters. This study is based on a primary data collected from the questionnaire survey conducted among 338 two- wheeler users in Nagpur city. The researcher has used percentage analysis for assessing demographic profile of the respondents, factors while purchasing two-wheelers is analyzed using Likert’s scaling technique and reasons for buying two-wheeler scooter is analyzed using Garret ranking method. Keywords: Consumer, buying behavior, factors, demographic, two wheeler, scooters, etc.
Tathapi (UGC Care Journal) ISSN: 2320-0693 Vol-19-Issue-21-May-2020 P a g e | 87Copyright 2020 Authors ⓒ 1.Introduction The two wheeler segment contributes the largest and biggest volume of sales of all the segments in automobile industry in India. It consists of three segment viz. scooter, bike and moped.In recent time the consumer’s choice and preferences for purchase of two wheelers have moved from bike to scooters for variety of reasons. Capturing a large share in the two wheeler industry, scooter and bikes covers a major segment. The customers have wide choice of brand in two wheeler segment and for survival in competition; the two-wheeler companies have to do better job in satisfying customers’ needs and wants. Majority of Indians, especially the youngster prefer bikes rather than four wheelers. Bikes are considered to be the trending and favorites among the young generation, but cost, comfort and convenience of driving is what makes the scooter the most popular in many part of the India. Consumer behavior is the study of how people buy, where they buy, what they buy, when they buy and why they buy. Consumer Behavior is the psychology behind marketing the behavior of consumers in the marketing environment. Two major psychological disciplines come into play when observing and trying to explain consumer behavior. The first is Cognitive Psychology which is a study of all knowledge related behavior. The attention, perception, memory and decision making are the various aspects of Cognitive Psychology that play an important role in consumer behavior. The second psychological discipline that has theories to explain certain phenomenon of consumer behavior is Social Psychology. It is the study of the manner in which the personality, attitude, motivation and behavior of an individual influence and are influenced by groups.1 According to Philip Kotler, the buying process starts when the buyer recognizes a problem or need. This need can be triggered by internal stimuli (feeling, hunger or thirst) or external stimuli (seeing an ad) that then becomes a drive. He also says that provoked consumer who recognizes a problem will be inclined to search for more information. If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy 1http://www.theinternationaljournal.org/ojs/index.php?journal=rjcbs&page=article&op=download&path%5B%5D=4897&path%5B%5D=pdf
Tathapi (UGC Care Journal) ISSN: 2320-0693 Vol-19-Issue-21-May-2020 P a g e | 88Copyright 2020 Authors ⓒ it then. If not, the consumer may simply store the need in memory or undertake an information search related to the need.2 Figure 1: Consumer decision making process Source: Kotler and Keller (2012) 2.Socio-economic factors and consumer behavior A consumer making a purchase decision will be affected by following Factors: a.Cultural Factors b.Social Factors c.Personal Factors d.Psychological Factors a.Cultural Factors: It applies the greatest impact on buying behavior of consumer. A buyer is always influenced by his culture, sub-culture and social class. Culture is the most fundamental factor of a person’s wants and behavior. Culture refers to the set of values, ideas and attitude that are accepted by a homogeneous group of people and transmitted to the next generation. Whereas Subculture is a member of a culture, shares most of the core value, beliefs and behaviors of that culture. Each culture consists of smaller sub culture that provides more specific identification and each socialization for their members. Sub culture includes nationalities, religions, racial groups and geographic regions. Social class determines to some extent, the types, quality and quantity of product that a person buys or uses. Social class is a basis for identifying and reaching particular good prospects for products and services. b.Social Factors: Man is a social animal. Hence his or her behavior is greatly influenced by social Factors like reference groups, family, roles and status 2Kotler, P. and Keller, K.L. (2012) Marketing Management, 14th ed.,Pearson Education, New Jersey,USA Need Recognition & Problem Awareness Information search Evaluation of Alternatives Purchase Post- Purchase Evaluation
Tathapi (UGC Care Journal) ISSN: 2320-0693 Vol-19-Issue-21-May-2020 P a g e | 89Copyright 2020 Authors ⓒ i.Reference groups: A person’s reference groups consist of all the groups that have a direct or indirect influence on the person’s attitude or behavior. ii.Family: Family member constitute the most influential primary reference group. iii.Roles and Statuses: Each role that a person plays has a degree of status which is in relative term perceived by the society. It is the degree of influence that an individual applies on the behavior of others. c.Personal Factors: A consumer decisions are also affected by his including age, occupation, life- style and personality. d.Psychological Factors: A person’s acquired needs are influenced by certain psychological factors such as motivation, perception, learning and beliefs and attitudes.3 3.Demographic and Topographic Profile of Nagpur City (Maharashtra, India) The city of Nagpur epitomized as Zero mile city is located in central India. The Zero Mile Stone locating the geographical center of India was used by the British to measure all distances within the Indian subcontinent. Nagpur is third largest city in terms of Population and winter capital of the Indian state of Maharashtra. It is 13th largest city in India by population. Nagpur is famous for oranges, and is refereed as Orange city also. It has also been recently ranked as the cleanest city and the second greenest city of India.The city is located on the Deccan plateau of the Indian Peninsula and has a mean altitude of 310.5 meters above sea level. As per provisional reports of Census India, population of Nagpur in 2011 is 2,405,665; of which male and female are 1,225,405 and 1,180,260 respectively. The total number of slums number 179,952, in which 859,487 people reside. Hinduism is majority religion in Nagpur city and Marathi is the official and most spoken language. Its per capita income was INR 123,610 (US$1,700) in 2015.4 The multimodal International Hub Airport at Nagpur (MIHAN) is an ongoing project, prominent information technology (IT) companies such as TCS, Tech Mahindra, HCL, GlobalLogic, Persistent System and Hexaware are 3Kotler, P., Chandler,P.C., Brown, L. and Adam, S. (2003)Marketing: Australia and New Zealand, 3rd ed., pp.136–143, Prentice Hall, Australia, New York 4https://www.census2011.co.in/census/city/353-nagpur.html#all
Tathapi (UGC Care Journal) ISSN: 2320-0693 Vol-19-Issue-21-May-2020 P a g e | 90Copyright 2020 Authors ⓒ located at various IT part in Nagpur. Apart from MIHAN, SEZ the city has three prominent MIDC areas nearby and various government and private offices. Nagpur is major education hub in central India and very good place for higher education in the field of Engineering, Medical and Management. Nagpur has four state universities Rashtrasant Tukdoji Maharaj, Nagpur University having more than 600 affiliated colleges, Maharashtra Animal and Fishery Science University, Kavi Kulguru Kalidas Snakrit University and Maharashtra National Law University. Most engineering colleges in the city are affiliated with RTN Nagpur University. Nagpur has two major management institutes, Indian Institute of Management established in 2015 and Institute of Management Technology, private management colleges and Symbiosis International University. The transport within the city is managed by the buses of Nagpur Mahanagar Parivan Limited (NMPL) it has a fleet of 487 buses, which serve about 160,000 passengers daily in the metropolitan area. Of the fleet, 17 are electric buses; 88 are low-floor Mini-Buses, and 382 are low-floor 50-seat Star Buses. Public transports of Nagpur are the cheapest mode of traveling across the Nagpur city. Auto rickshaws are also an important part of public transports at Nagpur. Another public transport at Nagpur which can be ranked third among all is the cabs or taxis that run on the streets of Nagpur. The Nagpur Metro project was announced by the state government of Maharashtra and work is in process.5 Various categories of Scooters available in Nagpur city like Honda Activa, Hero Maestro, Suzuki Access, Honda Dio, Hero Pleasure, TVS Jupiter, TVS Scooty, Yamaha Fascino, Honda Grazia and Vespa. Table 1: Category-wise number of vehicles registered during 2017-2018 in Nagpur city.6 Sr. No.Category Nagpur Rural Nagpur ® Region 1 Motor Cycles 33185 91216 2 Scooters 10285 36961 3 Mopeds 2216 3412 5https://en.wikipedia.org/wiki/Nagpur 6https://transport.maharashtra.gov.in/Site/Upload/GR/Statistics%20Information-2017-18.pdf
Tathapi (UGC Care Journal) ISSN: 2320-0693 Vol-19-Issue-21-May-2020 P a g e | 91Copyright 2020 Authors ⓒ Total Two wheeler 45686 131589 Source: Secondary Survey data (RTO Nagpur) 4.Literature Review Prof. Manisha Jagtap & Dr. Anand Deshmukh (2018) found in his study that the factors influencing the consumer buying behavior are Brand Image, Showroom Services, Engine Capacity, Safety, New technology, Product design, Warranty period, Impact of peers, Driving Comfort, Mileage , Price and Engine Power. The research identified apart from the factors, consumer behavior is also influenced by the need, purchasing power and the price of the two-wheeler. The researcher also analyzed the reason behind the changes occurred in consumer buying decision over to another brand which are is due to problems faced with the existing brand and due to the desire of highly technological automobile and due to the change in the services offered by dealer before and after purchase.7 A. Martin Jayaraj (2017) explained about the buying behavior of consumers in purchasing two wheelers involves several psychological factors that govern the individual thinking process (like motivation, perception and attitude), decision-making steps involved in buying, interaction of the consumer with several groups like friends, family and colleagues, group, and selection of the brand and outlet depending on features and emotional appeal (marketing mix). All consumers engage in shopping with certain fundamental decision-making modes or styles, including rational shopping and consciousness regarding brand and quality.8 7Prof. Manisha Jagtap & Dr. Anand Deshmukh (2018), “Consumer Behavior Research: A Literature Review”, DOI : 10.18843/ijms/v5i4(9)/20, http://researchersworld.com/ijms/vol5/issue4_9/Paper_20.pdf 8A. Martin Jayaraj (2017), “A Study on Consumer behaviour towards Two Wheeler dealers in Coimbatore district”, IJMRR/April 2017/ Volume 7/Issue 4/Article No-3/418-423, http://ijmrr.com/admin/upload_data/journal_Martin%20%203.pdf
End of preview
Want to access all the pages? Upload your documents or become a member.