This research paper, published in the UGC Care Journal Tathapi, investigates consumer buying behavior towards two-wheeler scooters in Nagpur city, Maharashtra, India. The study, conducted by Dr. Padmakar I. Shahare, examines the factors influencing consumer decisions in the two-wheeler market. Using a survey of 338 two-wheeler users, the research employs percentage analysis, Likert's scaling, and Garret ranking to assess demographic profiles, purchasing factors, and reasons for buying scooters. The paper delves into socio-economic factors, cultural, social, personal, and psychological influences on consumer behavior, referencing Kotler's model of the consumer decision-making process. It also provides a demographic overview of Nagpur city, including population, economic indicators, and transportation infrastructure. The literature review highlights relevant studies on consumer behavior, brand image, and factors influencing two-wheeler purchases. The research aims to provide insights into consumer preferences and market trends in the Nagpur region.
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