A STUDY ON CUSTOMER’S PURCHASE BEHAVIOUR TOWARDS NON-GEAR TWO-WHEELERS

A STUDY ON CUSTOMER’S PURCHASE BEHAVIOUR TOWARDS
NON-GEAR TWO-WHEELERS
PROJECT REPORT
Submitted by
PREMKUMAR K
190292601045
In partial fulfilment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the Guidance of
Dr. Chandrika Srinivas
Assistant Professor
DEPARTMENT OF MANAGEMENT STUDIES
June2021
1

BONAFIDE CERTIFICATE
Certified that this Research Project report on A STUDY ON CUSTOMER’S
PURCHASE BEHAVIOUR TOWARDS NON-GEAR TWO-WHEELERS is
the bonafide work of PREMKUMAR K(190292601045) who carried out the
project work under my supervision. Certified further, that to the best of my
knowledge the work reported herein does not form part of any other research
project report or dissertation on the basis of which a degree or award was conferred
on an earlier occasion on this or any other candidate.
SIGNATURE SIGNATURE
Dr. SHANMUGAM M Dr. Chandrika Srinivas
Head of the Department Assistant Professor
Dept. of Management Studies Dept. of Management Studies
B.S.A. Crescent Institute of B.S.A. Crescent institute of
Science and Technology Science and Technology
Vandalur, Chennai – 600 048 Vandalur, Chennai – 600 048
2

VIVA-VOCE EXAMINATION
The viva-voce examination of the project work titled “A STUDY ON
CUSTOMER’S PURCHASE BEHAVIOUR TOWARDS NON-GEAR
TWO-WHEELERS” submitted by “PREMKUMAR K” (190292601045) is held
on
INTERNAL EXAMINER EXTERNAL EXAMINER
3

ACKNOWLEDGEMENT
At the outset, I owe my sincere gratitude to Dr. SHANMUGAM
MUNUSWAMY, our Head of the Department, and Department of Management
Studies for helping us to complete our Research project in a successful manner. I
would like to express my thanks to my guide Dr. Chandrika Srinivas for the
continuous support and guidance throughout this study, his timely suggestions had
made this experience an enriching one.
4

TABLE OF CONTENTS
S.NO CONTENTS PAGE NO
ABSTRACT 6
TABLE OF FIGURES 7
LIST OF TABLES 8
1.
1.INTRODUCTION
1.1.INDUSTRY PROFILE
1.2.REVIEW OF LITERATURE
1.3.IDENTIFIED RESEARCH PROBLEM
1.4.OBJECTIVES OF THE STUDY
10
13
14
17
17
2.
2.RESEARCH METHODOLOGY
2.1.RESEARCH PROJECT DESIGN
2.2.SAMPLING AND DATA COLLECTION
2.3.TOOLS USED FOR ANALYSIS
18
18
19
20
3. 3.DATAANALYSIS AND INTERPRETATION
3.1.DATA, ANALYSIS AND INFERENCES
22
22
4. 4.SUMMARY AND SUGGESTIONS
4.1.SUMMARY OF FINDINGS
4.2.SUGGESTION/RECOMMENDATIONS
4.3.LIMITATIONS
45
45
46
47
5. ANNEXURE 48
6. BIBLIOGRAPHY 51
7. REFERENCES 51
5

ABSTRACT
This study described the Buying behavior of consumers towards Non Gear two wheelers
among urban, semi urban and rural areas. In general, the marketing is based on the level of
satisfaction provided to the customers from the sellers. Buying behavior is a decision process in
which people are involved in buying and using products. The Buying behavior can be identified
by the level of involvement in decisions and the importance and intensity of interest in a product
in a particular situation. The study of consumer behavior examines how individuals, groups and
organizations select, buy and use a particular product based on services, ideas, experience to
satisfy the consumer needs and desires. In this study, the Buying behavior of consumers towards
Non Gear two wheeler was analyzed to identify the factors which influence and motivate them to
buy a two wheeler most, impact of brand while purchasing and suggest various types of factors
for improving the sales. The primary data collected in and around Chennai areas has been
analyzed using SPSS software. In this study, a pie chart,bar graph and chi square test have been
carried out.
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TABLE OF FIGURES
FIG.NO TITLE PAGE NO
3.1 GENDER OF RESPONDENTS 22
3.2 AGE OF RESPONDENTS 23
3.3 WORK STATUS 24
3.4 MARITAL STATUS 25
3.5 FACTORS INFLUENCES FOR CHOOSING NON GEAR
VEHICLES
26
3.6 PREFERENCE FOR LONG RIDES 27
3.7 CURRENTLY OWNED VEHICLE 28
3.8 AVERAGE DISTANCE COVERED 29
3.9 MODE OF PURCHASE 30
3.10 PREFERENCE BASED ON INCOME 31
3.11 PREFERENCE BASED ON WORK 32
3.12 PRICE OF VEHICLE 33
3.13 MILEAGE OF VEHICLE 34
3.14 PREFERENCE BASED ON PERFORMANCE 35
3.15 MAINTENANCE COST OF VEHICLE 36
3.16 PREFERENCE DUE TO DON’T KNOW TO DRIVE
GEARED VEHICLE
37
3.17 SUGGESTIONS FOR BUYING NON GEAR VEHICLE
TO OTHERS
38
3.18 PURCHASED NON GEAR VEHICLE FOR 39
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LIST OF TABLES
FIG.NO TITLE PAGE NO
3.1 GENDER OF RESPONDENTS 22
3.2 AGE OF RESPONDENTS 23
3.3 WORK STATUS 24
3.4 MARITAL STATUS 25
3.5 FACTORS INFLUENCES FOR CHOOSING NON
GEAR VEHICLES
26
3.6 PREFERENCE FOR LONG RIDES 27
3.7 CURRENTLY OWNED VEHICLE 28
3.8 AVERAGE DISTANCE COVERED 29
3.9 MODE OF PURCHASE 30
3.10 PREFERENCE BASED ON INCOME 31
3.11 PREFERENCE BASED ON WORK 32
3.12 PRICE OF VEHICLE 33
3.13 MILEAGE OF VEHICLE 34
3.14 PREFERENCE BASED ON PERFORMANCE 35
3.15 MAINTENANCE COST OF VEHICLE 36
3.16 PREFERENCE DUE TO DON’T KNOW TO DRIVE
GEARED VEHICLE
37
3.17 SUGGESTIONS FOR BUYING NON GEAR
VEHICLE TO OTHERS
38
3.19 RATINGS BASED ON EXPERIENCE 40
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3.20 CHI SQUARE TEST
3.20.1. Gender and Preference for choosing
3.20.2.Gender and Preference for long rides
3.20.3.Gender and Preference due to don't know to
Drive Geared Vehicles
41
41
42
43
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CHAPTER 1
1.INTRODUCTION
Marketing lays thrust on customer needs so much so that “customer-driven marketing”
has become synonymous with marketing. The emphasis is now on understanding and fulfilling
consumer needs to such an extent that it strikes a balance between value-delivered and company
profitability. Satisfaction of customers' needs provides the rationale for a firm’s existence. An
understanding of the motives underlying consumer behaviour helps the firm to seek better and
more effective ways to satisfy its customers, select appropriate sales-mix and advertising
strategies, and plan its marketing programme in a more timely and effective manner.
The two-wheeler segment in the automobile industry plays a vital role in India. The
reason being, that a two-wheeler is affordable by middle class people in urban and semi-urban
areas. It is also more convenient for traveling short distances within the city. Over the years the
sales figures of the two-wheelers have increased to a very large amount. The sales of the
two-wheelers in 1950 were less, whereas now the total sales have shot up to lakhs per year.
The standard of living is improving year by year. People are able to afford opulence items
for self-satisfaction and need fulfillment. In this scenario, automobiles are gaining their share
because of new innovations and inventions in the automobile industry.
Due to this, motor vehicles are in full demand. Apart from the above increasing
manufacturing efficiencies, greater emphasis on quality, large investments implying increasing
financial commitments and distributed ownership of enterprise have all resulted in the
advancement of Two- Wheeler segment in India.
In order to know which brand has got a good brand image and market share, and buying
behaviour of the consumers in competition to various brands. Two- Wheeler market will still be
dominated by two-segments: Motorcycles and ungeared scooters and that will not change.
Moped segment may see a reversal change i.e. which was declining will have favourable
monsoon. There has been a series of two-wheeler launches by most of the companies with some
10

being successful and others not being acceptable by the customers. Even discounts or price cuts
are being undertaken in the market which is flooded with options, however at the end of the day
what the customer actually looks at to derive from the Two- Wheeler.
By analyzing, attempts are made to understand the buying behaviour of the consumers
towards different brands and also to identify the areas where further improvements are required.
The study of consumer behaviour, therefore, includes an understanding of physical
activity of buying as well as mental decision process involved in the purchase outcome. On one
side, intermeshing of various demographic and psychographics features in consumers pose
several challenges and opportunities to marketers. And stiff competition among sellers and the
availability of a wide array of products increase complexities for a consumer and hence,
involvement in buying. Though marketers are chiefly interested in the “physical act of buying”
by a consumer, yet, the market conditions impel them to study the “mental decision process”
undergone in reaching the decision along with.
Everyone in this world is a consumer. We need a variety of goods and services. Time was
when people used to get surprised when some consumers drove a two-wheeler. The option of
riders was very limited or limited to a small percentage of the total two-wheeler market. Not all
buyers are two-wheeler consumers, and then who are those consumers? In addition, how they
behave while purchasing a two-wheeler is very important for the marketers. Walter says that
buyer behaviour is the process whereby individuals decide what, when, where, how and from
whom to purchase goods and services. Competition is getting fierce with the arrival of foreign
collaborated two-wheeler manufacturers who are recognized for their quality across the globe. A
challenge has begun and the fate of these various brands will be decided based upon their price,
technology, and servicing.
Therefore, it becomes necessary to study the buying behaviour of the customers by which
marketers can understand consumer behaviour, only then they are able to predict how customers
are likely to react to various informational and environmental clues and shape their strategies
accordingly suggest relevant strategies to the organization towards understanding the behaviour
of customers and enhance the profitability of the organization.
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Consumer behaviour is influenced strongly by cultural, social, personal and psychological and
psychographic factors. Cultural factors include a set of basic values, perceptions, want and
behaviour learned by a member of the society from family and other important institutions. The
social factors include consumer’s family, small groups, social roles, and status. The personal
factors characterized such as buyer’s age, lifecycle stage, occupation, economic situation and
lifestyle etc., a person’s buying choices are further influenced by psychological factors.
psychographics “seeks to describe the human characteristics of consumers that may have
bearing on their response to products, packaging, advertising and public relations efforts. Such
variables may span the spectrum from self-concept and lifestyle to attitudes, interests and
opinions, as well as perceptions of product attributes” (Gunter & Furnham, 1992).
Psychographics are used to determine lifestyle characteristics and traits that can be
correlated into targeted marketing programs (Bainbridge, 1999).
Psychographics and lifestyle are often used interchangeably, but psychographics is
actually the way that lifestyle is made operationally useful to marketing managers.
Psychographics appraises a consumer’s activities, interests, opinions, and values and correlates
them with a consumer’s demographics. Psychographics allow for a more complete picture of an
individual, making it easier to understand how to market products to them.
Aim of the study
The aim of the study is to know the Customer’s Buying behaviour towards Non Gear two
wheelers in and around chennai.
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1.1INDUSTRY PROFILE
Two-wheeled commuters are popular in India. The country has adapted to the distances
on non-gear bikes for years. The massive demand for two-wheelers in India has given the young
populace the desire to commence their driving careers before moving on to the more heavy metal
vehicles in the same segment.
Scooters are easy for everyone, any gender to use and are comfortable rides. The
operations of these scooters are elementary and are practical to use. The storage is under the seat.
It also has a sturdy floorboard and mobile charger along with a holder.
Let's have a look at what the Indian markets are offering currently for the non-gear,
two-wheeler owners.
The Hero Dare
The jazzy looking Hero Dare is coming up first on the list. The offering from Hero Motors Corp
in India is a 125 cc scooter that is available -across showrooms in the country. It is a four-stroke
OHC engine that will produce 9.11 hp and 9.5 Nm of torque. It is a zippy and comfortable ride.
The new Dare has LED DRL (daytime running lights) and a LED tail lamp. The scooter is fitted
with a fully digital instrument cluster, telescopic forks, alloy wheels and comes in a dual
coloured body and priced at Rs 56000 ex- Delhi, and 60000.
TVS 125 & 150
The next on the list is the TVS 125 and 150 cc scooter or Bike. This bike is a deal breaker in
India. Priced at Rs 59900, it is one of the most popular purchased non-gear, two-wheelers. It is
pitted against the Honda Activa, which is one of the best sellers in the country. This bike has
Graphite finish and looks smart and zippy with a sporty stylised front end.
Aprilia SR Motard 125
The next popular bike on the list is the Aprilia SR Motard 125 cc. Piaggio’s latest addition to its
scooter collection is this 125 cc bike that is air-cooled. Just like the Aprilia SR 150 cc, it is a
powertrain. It packs in 8 hp of power and 11 Nm of torque, making it quite speedy and sporty.
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The bike is priced at Rs. 65000 in India.
Vespa GTS 300
The Vespa GTS 300 is also a favourite on this list. It is an imported unit and can be an expensive
indulge. However, for those looking for a little bit of luxury, it is worth Rs 4 lakhs that you spend
on it. This is a power-packed scooter with a 278 cc single cylinder liquid cooled engine and
comes with 128 kmph top speed. It is an exciting two-wheeler fully loaded with a two-channel
ABS system and traction control. It is precisely the same offering as the international version.
Ather S340
Another popular non-gear bike catching up with Indian audience is Ather Energy, an Indian
company that has brought out the Ather S340. The bike is pitched against the Honda Activa and
Piaggio Vespa with a price point of Rs 1.1 Lakh. The Ather S340 is an electric scooter, staying in
line with the latest EV vehicle projects by the Indian Government regulations. This bike will
produce 3KW to 5KW maximum power. It will be available in 2 versions - the economy and
sports models. The scooter will give up to 72 KMPH as its top speed.
These non-gear bikes are currently some of the best buys in the Indian market. With an array of
sporty and elegant looking models to choose from, these would serve the purpose of travelling
safely whilst offering comfort at the same time.
1.2 LITERATURE SURVEY
Existing literature on Consumer Behaviour is scattered. Scholars and practitioners have
viewed the problem in isolation. Nevertheless, a variety of dimensions has been explored and
new meanings added. The same concept has been studied in its various manifestations defining,
redefining and refining it for conceptual clarity for an enlarged usage from the research point of
view. Practitioners documented the best prices, which led them to success, thus supplementing
the theoretical formulations. An attempt is made in the following lines to carry on the literature
and examine the linkages of the current thinking to the work done so far in the area.
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Consumers do not make decisions in a vacuum. Their purchases are highly influenced by
cultural, social, personal and psychological factors. For the most part marketer does not control
them, but this must be taken into consideration. The study tried to examine the influence of each
factor on consumer behavior.
Kalkundrikar in a paper on “Consumerism” argued, “Consumers in India are not properly
organized. A very few consumers are aware of their rights. Consumers in India have remained
unprotected due to ignorance, non-price consciousness and irrational behavior. Lack of education
and irrational thinking have contributed to the present state of affairs of the consumers in India.
Mere laws are not sufficient to protect the consumers. The consumers are required to build strong
associations and exert their rights”. Consumerization in India confines mainly to urban centers. It
must take to rural areas to protect the vast majority of our consumers, who reside mainly in the
villages.
Mahajan in his article” inter-regional homogeneity of consumer behavior in India”, expressed
``Consumer behavior in India markedly differs between the rural and urban sectors and it is, in
no small measure, selective among regions within each sector”.
Dr. K. Mallikarjuna reddy (2001) stated that, in this study consumer behavior is affected by the
variables like personal, professional needs, attitudes and values, personality characteristics,
social economic and cultural background, age, gender, professional status to social influences of
various kinds exerted a family, friends, colleagues, and society as a whole.
Ms. Ameer Asra Ahmed and Dr. M.S. Ramachandra, Mr. Siva Nagi Reddy (2012)
described that, this study is about royal enfield company satisfactory level of customers. The
customer preferences have changed in terms of motorcycles and gearless scooters that score
higher on technology, fuel economy and aesthetic appeal, at the expense of metal-bodied geared
scooters and mopeds.
Prof.Peeyush K Pandey(2014) described that, The basic factors for determines the choice
criteria of any customers are Age, income ,education ,sex, previous experiences if any,
availability, alternatives available ,status, culture and information etc. Measuring customer’s
15

satisfaction with the firm’s past performance induces more favorable evaluations of the firm and
has a positive effect on purchase behavior and loyalty.
Marketing Principles by (John F Tanner, 2012) (chapter 3) states about Consumer
behaviour: how people make their buying decisions. Marketing professionals that have the
answers to those questions who have a better chance of creating, communicating about, and
delivering value-added products and services that you and people like you want to buy. That’s
what the study of consumer behaviour is all about. Consumer behaviour considers many reasons
– personal, situational, psychological and social – why people shop for products, buy and use
them, sometimes become loyal customers, and then dispose of them.
Consumer Preference and Purchase decision making by Preeti Mehra and Ragbhir Singh
(SAGE Journals Volume 20, Issue 3, 2016) This study offers and validates a Comprehensive
approach to explain and predict the beliefs and influencing customer needs and motivations
behind their Purchase decisions. The study aims at understanding the customer's purchase
intentions. ‘Wide assortment of a single brand’ emerged as the most persuasive effort undertaken
by retailers for building customer perception towards a brand. A store that was ‘Neat and tidy’
was the most favoured one.
The Choice Factory: 25 Behavioural biases that influences what we buy by Richard
Shatton (2018) is an overview of how findings from behavioural science can be applied to
advertising. Behavioural science, the study of decision-making, is an important topic for
advertisers as it provides a robust explanation about why people buy particular products. It
recognizes that people are overwhelmed by the sheer volume of decisions they need to make
each day. People don’t have the time or energy to laboriously and logically weigh up each
decision. Instead, they rely on short-cuts to make decisions more quickly. While these short-cuts
make decisions more quickly, they are prone to biases.
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1.3. IDENTIFIED RESEARCH PROBLEMS
It is committed to being a highly profitable, socially responsible, and leading
manufacturer of high value for money, environmentally friendly, lifetime products under the
brand, for customers predominantly in Indian markets. As there are many brands available for
Non Gear two wheelers in the market the competition becomes acute. Every company wants to
attract customers in many ways. But the customers think differently. An attempt has been made
to analyze the brand preference and attitude of the customers towards the Non Gear two
wheelers.
1.4.OBJECTIVES OF THE STUDY
- To study the Customer’s Purchase Behaviour towards Non-gear Two-Wheelers
- To study the impact of specific demographic variables on buyer behaviour.
- To study the relationship between psychographics of two-wheeler buyers and their brand
choice.
- To identify which factors influences them to prefer Non-gear Two Wheelers
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Chapter 2 - Methodology
2.Methodology of the study
The Methodology adopted for conducting the study in Selected areas of in and around
chennai.While considering the Two-Wheeler Customers and Users as participants of the study.
As it forms the central basis of the study, various issues in a systematic order have been dealt
with. Aspects like, Research Design, Study Area, Sampling Method and Tools of data collection,
Data Processing and Analysis, Statistical Tests, Significance and Presentation of the Thesis have
been elaborated in order to ensure the research rigor that was followed while conducting the
study. The methodology of the study is based on the primary as well as secondary data.
2.1. RESEARCH PROJECT DESIGN
The present paper of the research design is primarily exploratory research and analytical
in nature. An effort is to be made to know whether the behavior of the Non Gear two wheeler
owners is influenced by traditional factors, Product features and brand. The study also used
descriptive research where it has been used in cross sectional surveys in conducting a sample
survey for collecting data for analysis.
In this study, the research design had been taken to obtain answers to the questions and
control the variables. The research design describes the opinion of respondents about the
purchase decision. A particular planned sequence of research involved in conducting the entire
study.
Sampling Design: Here convenience sampling technique has been used.
Sample Size: The sample size is 200 respondents. However, I have considered 146 sample
respondents.
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2.2. SAMPLING AND DATA COLLECTION
Sampling Method:
A sample of 100 customers were selected from urban, semi urban and rural area
customers who are willing to respond to the questionnaire. That is random sampling had been
taken for this study. Some of the two wheeler preference factors were taken for sampling of
preferences on the basis of sales.
Data Collection Method:
Researcher instruments is the tool by which the researcher can do research on specific
problems or objectives. The most popular researcher instrument for collection data is
“Questionnaire” for a particular investigation. It is simple for a moiled set of questions presented
to respondents for their answers. Due to this flexibility, it is the most common instrument used to
collect the primary. During the pre-testing of the questionnaire, I saw the reaction of respondents
and suggestions required to make changes in the research instrument.
The questionnaire contains three types of questions.
● Open - ended question:
It is helpful in knowing what is uppermost in the mind of the respondents. It gives
complete freedom to the respondent.
● Dichotomous questions:
It has only two answers in the form ‘yes’ or ‘no’, ‘true’ or ‘false’, ‘use’ or ‘do not
use’. So the respondent is offered two or more choices.
● Multiple-choice question:
In this, the respondent is offered two or more choices.
Sources of Data
● Primary data:
Primary data for the study has been collected through a well-framed and structured
questionnaire to elicit the well-considered opinions of the respondents. Convenient sampling is
adopted to obtain the responses from the Non gear two wheeler consumers in and around
chennai. The data was collected with the help of interviews, personal observation, pilot survey
and questionnaire. This study employs both analytical and descriptive types of methodology.
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● Secondary data:
Secondary data are collected from journals, magazines, publications, reports,
books,periodicals, articles, research papers, websites, company publications, manuals and
booklets etc.
2.3. TOOLS USED FOR ANALYSIS
● For the study an questionnaire was prepared to collect information from the consumer.
● The gathered data were analyzed by applying
1.Pie charts
2.Bar charts and
3.Chi square test
FRAMEWORK OF ANALYSIS
The collected primary data have been statistically processed, classified and tabulated by
using appropriate methods. Tables, figures and statistical results have been derived with the help
of a computer software called SPSS and MS Excel. Percentage analysis method is used to know
how customer respondents to a specific query distributed among different options, Chi-square
test is used in different period of services
SIMPLE PERCENTAGE ANALYSIS
Simple percentage analysis is the method used to represent raw streams of data as a
percentage (a part in 100-percent) for better understanding of collected data.
It can be calculated as follows,
Percentage = (No. of. Respondents/total no. of. Respondents)*100
CHI-SQUARE ANALYSIS
The chi-square test is a useful measure of comparing experimentally obtained results with
those expected theoretically and based on the hypothesis. In general the chi-square test is applied
to those problems in which we study whether the frequency with which a given event has
occurred, is significantly different from one as expected theoretically.
The measure of chi-square enables us to find out the degree of discrepancy between
observed frequencies and theoretical frequencies and thus to determine whether the discrepancy
obtained between observed and theoretical frequencies is due to error of sampling or due to
chance.
20

The test is in fact a technique, through the use of which it is possible for all researches to,
Test the Goodness of fit.
Test the Significance.
Test the Significance of association between two attributes.
Test the Homogeneity or the Significance of population variance.
DF = (R-1) (C-1)
Where,
DF – Degree of Freedom.
R – Number of Rows.
C – Number of Columns.
Chi-Square = (O-E) 2 / E
Where,
O – Observed frequency.
E – Expected frequency.
DECISION RULE
If the calculated value of chi-square is less than the tabular value then, null hypothesis
(H0) is accepted. If the tabular value of chi-square is greater than the calculated value then, null
hypothesis (H0) is rejected and alternate hypothesis is accepted (H1).
H0 – There is no relation between the two attributes.
H1 – There is a relation between the two attributes.
21

Chapter 3
3.DATAANALYSIS AND INTERPRETATION
3.1. GENDER OF RESPONDENTS
GENDER NO OF
RESPONDENTS
PERCENTAGE(%)
MALE 79 54.1
FEMALE 67 45.9
FINDINGS: From the above table we came to know that 54.1% of respondents are Male and
45.9% of respondents are Female
INFERENCE: It is Inferred that most of the Males(54%) too prefer Non Gear vehicles rather
than the Geared vehicles
22

3.2. AGE OF RESPONDENTS
AGE NO OF RESPONDENTS PERCENTAGE(%)
18 - 24 85 58.2
25 - 40 37 25.3
41 - 55 19 13
Above 55 5 3.5
FINDINGS: From the above table,58.2% of respondents are from age group fall under 18 - 24,
25.3% of respondents are from age group fall under 25 - 40, 13% of respondents are from age
group fall under 41 - 55 and only 3.5% of respondents are from age group fall above 55
INFERENCE:
It is inferred that most of the Non gear two wheelers are used by college
students(59%),From this we come to know that the target audience for Two wheelers companies
are youngsters.
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3.3. WORK STATUS
WORK STATUS NO OF RESPONDENTS PERCENTAGE(%)
STUDENT 60 41.1
EMPLOYED 54 37
UNEMPLOYED 13 8.9
HOMEMAKER 15 10.3
RETIRED 4 2.7
FINDINGS: From the above table, 41.1% of respondents are Students, 37% of respondents are
Employed, 8.9% of respondents are Unemployed, 10.3% of respondents are Homemaker and
2.7% of respondents are Retired
INFERENCE:
It is Inferred that major number of Non Gear vehicles are used by College students(42%)
24

3.4. MARITAL STATUS
MARITAL STATUS NO OF RESPONDENTS PERCENTAGE(%)
SINGLE 93 63.7
MARRIED 53 36.3
FINDINGS:From the above table, 63.7% of respondents are Single and 36.3% of respondents are
Married
INFERENCE:
It is Inferred that Unmarried peoples choose Non gear bikes(64%) more than the Married
peoples
25

3.5. FACTORS INFLUENCES FOR CHOOSING NON GEAR VEHICLES
FACTORS NO OF RESPONDENTS PERCENTAGE(%)
COMFORT 73 50
PRICE 19 13
MILEAGE 25 17.1
SAFETY 29 19.9
FINDINGS: From the above table, 50% of respondents choose Comfort, 13% of respondents
choose Price, 17.1% of respondents choose Mileage and 19.9% of respondents choose Safety
INFERENCE:
It is inferred that Compared to Comfort(50%),Price(13%), Mileage(17%) and
Safety(20%) which are only significant, people prefer comfort(50%) for choosing Non gear
vehicles
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3.6. PREFERENCE FOR LONG RIDES
PREFER LONG RIDES NO OF RESPONDENTS PERCENTAGE(%)
YES 55 37.7
NO 61 41.8
MAY BE 30 20.5
FINDINGS: From the above table, 37.7% of respondents prefer long rides, 41.8% of
respondents doesn't prefer long rides and 20.5% of respondents may or may not prefer long rides
INFERENCE:
It is Inferred that most of the peoples(42%) doesn't prefer Non Gear vehicles for long
rides
27

3.7. CURRENTLY OWNED VEHICLE
CURRENTLY OWNED
VEHICLE
NO OF RESPONDENTS PERCENTAGE(%)
SUZUKI ACCESS 125 20 13.7
ACTIVA 39 26.7
DIO 34 23.3
OTHERS(FASCINO,RAY,etc
)
53 36.3
FINDINGS: From the above table, 13.7% of respondents own Suzuki Access 125, 26.7% of
respondents own Activa, 23.3% of respondents own Dio and 36.3% of respondents own other
vehicles(Fascino,Ray,etc.,)
INFERENCE:
It is Inferred that about 36% of the peoples choose other (Fascino,Ray,etc.,) brand Non
gear vehicles, while 27% of peoples prefer Activa, 23% of prefer choose Dio and only 14% of
peoples prefer Suzuki Access
28

3.8. AVERAGE DISTANCE COVERED
AVERAGE DISTANCE
COVERED
1 - 100 20 13.7
100 - 500 49 33.6
500 - 1000 53 36.3
ABOVE 1000 24 16.4
FINDINGS: From the above table, 13.7% of respondents will cover less than 100km, 33.6% of
respondents will cover between 100km to 500km, 36.3% of respondents will cover between
500km to 1000km and only 16.4% of respondents will cover above 1000km
INFERENCE:
It is Inferred that most of the people has covered only less than 1000 km,from this we
came to know that Non Gear vehicles are used only for local purpose
29

3.9.MODE OF PURCHASE
MODE OF PURCHASE NO OF RESPONDENTS PERCENTAGE(%)
EMI OR LOAN 55 37.7
FULL PAYMENT 91 62.3
FINDINGS: From the above chart, 37.7% of respondents Purchase Non Gear two wheeler
through EMI or Loan and 62,3% of respondents Purchase Non Gear two wheeler through Full
payment
INFERENCE:
It is Inferred that most of the peoples buy Non Gear two wheelers by paying full
cash(63%) as the amount of the Non Gear vehicles is convenient to buy for Middle class peoples
30

3.10.PREFERENCE BASED ON INCOME
PREFERENCE BASED ON
INCOME
YES 57 39
NO 53 36.3
MAY BE 36 24.7
FINDINGS: From the above chart, 39% of respondents prefer Non gear two wheelers based on
their income, 36.3% of respondents doesn't prefer Non gear two wheelers based on their income
and 24.7% of respondents may or may not prefer Non gear two wheelers based on their income
INFERENCE:
It is Inferred that most of peoples buy Non Gear vehicles based on their
income(39%),from this we can came to know that the major target audience for Non Gear
vehicles firm is Middle class peoples
31

3.11.PREFERENCE BASED ON WORK
PREFERENCE BASED ON
WORK
YES 66 45.2
NO 52 35.6
MAY BE 28 19.2
FINDINGS: From the above chart, 45,2% of respondents prefer Non gear two wheelers based
on their work, 35.6% of respondents doesn't prefer Non gear two wheelers based on their
work,19.2% of respondents may or may not prefer Non gear two wheelers based on their work
INFERENCE:
It is Inferred that most of peoples buy Non Gear vehicles based on their work and their
work environment(46%)
32

3.12.PRICE OF VEHICLE
PRICE OF VEHICLE NO OF RESPONDENTS PERCENTAGE(%)
50k - 60k 27 18.5
60k - 70k 36 24.7
70k - 80k 48 32.9
ABOVE 80k 35 24
FINDINGS: From the above chart, 18.5% of respondents Price of Vehicle is around 50k - 60k,
24.7% of respondents Price of Vehicle is around 60k - 70k, 32.9% of respondents Price of
Vehicle is around 70k - 80k and 24% of respondents Price of Vehicle is above 80k
INFERENCE:
It is Inferred that as the price of the Non Gear vehicles is less than 1 lakh.so, peoples will
buy all the price of the vehicle according to their convenience which means it is within their
Affordability
33

3.13.MILEAGE OF VEHICLE
MILEAGE NO OF RESPONDENTS PERCENTAGE(%)
35 - 40 32 21.9
40 - 45 56 38.4
45 - 50 35 24
50+ 23 15.8
FINDINGS: From the above table, 21.9% of respondents Mileage of Vehicle is around 35 - 40
km per litre, 38.4% of respondents Mileage of Vehicle is around 40 - 45 km per litre, 24% of
respondents Mileage of Vehicle is around 45 - 50 km per litre and 15.8% of respondents Mileage
of Vehicle is above 50 km per litre
INFERENCE:
It is Inferred that the average Mileage of all the brand of Non Gear vehicles is around 45 km per
litre
34

3.14.PREFERENCE BASED ON PERFORMANCE
PREFERENCE BASED ON
PERFORMANCE
YES 104 71.2
NO 8 5.5
MAY BE 34 23.3
FINDINGS: From the above table, 71.2% of respondents prefer Non gear two wheelers based
on their Performances, 5.5% of respondents doesn't prefer Non gear two wheelers based on their
Performances and 23.3% of respondents may or may not prefer Non gear two wheelers based on
their Performances
INFERENCE:
It is Inferred that most of peoples buy different brand of vehicles according to their
performances(72%)
35

3.15.MAINTENANCE COST OF VEHICLE
MAINTENANCE COST NO OF RESPONDENTS PERCENTAGE(%)
1000 - 2500 36 24.7
2500 - 4000 50 34.2
4000 - 5500 43 29.5
ABOVE 5500 17 11.6
FINDINGS: From the above table, 24.7% of respondents Maintenance cost is around 1000 -
2500, 34.2% of respondents Maintenance cost is around 2500 - 4000, 29.5% of respondents
Maintenance cost is around 4000 - 5500, and 11.6% of respondents Maintenance cost is above
5500
INFERENCE:
It is Inferred that the maintenance cost of the Non Gear vehicles will be less which
means it is within their affordability
36

3.16.PREFERENCE DUE TO DON’T KNOW TO DRIVE GEARED
VEHICLE
PREFERED NON GEAR
DUE TO DON’T KNOW
TO DRIVE GEARED
VEHICLE
YES 79 54.1
NO 67 45.9
FINDINGS: From the above table, 54.1% of respondents prefer Non gear vehicle since they
don't know to drive Geared vehicle and 45.9% of respondents prefer Non gear vehicle not due
to they don't know to drive Geared vehicle
INFERENCE:
It is Inferred that most of peoples buy Non Gear vehicles since they don't know how to
drive Geared vehicles(55%)
37

3.17. SUGGESTIONS FOR BUYING NON GEAR VEHICLE TO OTHERS
WILL YOU SUGGEST
OTHERS TO BUY NON
GEAR VEHICLE
YES 77 52.7
NO 25 17.2
MAY BE 44 30.1
FINDINGS: From the above table, 52.7% of respondents will suggest others to buy Non gear
vehicle, 17.2% of respondents will not suggest others to buy Non gear vehicle and 30.1% of
respondents may or may not suggest others to buy Non gear vehicle
INFERENCE:
It is Inferred that most of the peoples(53%) will suggest other peoples to buy Non gear
two wheelers as they know the value and worth of the non gear bikes
38

3.18.PURCHASED NON GEAR VEHICLE FOR
PURCHASED NON GEAR
VEHICLE FOR
OWN PURPOSE 82 56.2
SON / DAUGHTER 16 11
WIFE 6 4
FAMILY MEMBERS 42 28.8
FINDINGS: From the above table, 56.2% of respondents purchase Non gear vehicle for Own
purpose, 11% of respondents purchase Non gear vehicle for Son / Daughter, 28.8% of
respondents purchase Non gear vehicle for Family members and only 4% of respondents
purchase Non gear vehicle for their wife
INFERENCE:
It is Inferred that most of peoples buy Non Gear vehicles for their own purpose
only(57%)
39

3.19.RATINGS BASED ON EXPERIENCE
RATINGS
BASED ON
EXPERIENCE
1 2 3 4 5 TOTAL
SPEED 14 22 59 38 13 146
HANDLING 8 26 41 54 17 146
COMFORT 4 12 50 65 15 146
BRAKING 11 35 46 40 14 146
MAINTENANCE 8 25 43 58 12 146
FINDINGS:
Speed:
It is evident from the bar chart that majority number of peoples are satisfied and given
moderate rating scale to Speed
Handling:
Good rating scale to Handling
Comfort:
Good rating scale to Comfort
Braking:
moderate rating scale to Braking
40

Maintenance:
Good rating scale to Maintenance
3.20. CHI SQUARE TEST
3.20.1. Gender and Preference for choosing
AIM: To find out the relationship between Gender and preference for choosing Non
Gear Two Wheelers
41

Null Hypothesis(H0): There is No Significant relation between the Gender and Choosing Non
gear two wheelers
Alternative Hypothesis(H1): There is a Significant relation between the Gender and Choosing
Non gear two wheelers
INFERENCE: The obtained p-value of chi-square is 0.056 which is greater than the
significance value (0.05), the null hypothesis (H0) is rejected. There is an association between
the Gender and Choosing Non gear two wheelers
3.20.2.Gender and Preference for long rides
AIM: To find out the relation between the Gender and Preferring Non Gear vehicles for long
rides.
42

Null Hypothesis(H0): There is No Significant Relation between the Gender and preferring Non
Gear vehicles for long rides.
Alternative Hypothesis(H1):There is a Significant Relation between the Gender and preferring
Non Gear vehicles for long rides.
INFERENCE: The obtained p-value of chi-square is 0.056 which is greater than the
significance value (0.05), the null hypothesis (H0) is rejected. There is an association between
the Gender and preferring Non Gear vehicles for long rides.
3.20.3.GENDER AND PREFERENCE DUE TO DON’T KNOW TO DRIVE
GEARED VEHICLE
AIM: To find out the relation between Gender and Preferring Non Gear vehicles since
don’t know how to drive geared vehicles
43

Null Hypothesis(H0): There is No Significant Relation between the Gender and preferring Non
Gear vehicles since don’t know how to drive geared vehicles
Alternative Hypothesis(H1): There is a Significant Relation between the Gender and preferring
Non Gear vehicles since don’t know how to drive geared vehicles
INFERENCE: The obtained p-value of chi-square is less than the significance value (0.05), the
null hypothesis (H0) is accepted. There is no association between the Gender and preferring Non
Gear vehicles since don’t know how to drive geared vehicles
44

CHAPTER 4
4. SUMMARY AND SUGGESTIONS
4.1 SUMMARY OF FINDINGS
1. Most of the Males(54%) too prefer Non Gear vehicles rather than the Geared vehicles
2. Most of the Non gear two wheelers are used by college students(59%),From this we come to
know that the target audience for Two wheelers companies are youngsters.
3. Major number of Non Gear vehicles are used by College students(42%)
4. Unmarried peoples choose Non gear bikes(64%) more than the Married peoples
5. Compared to Comfort(50%),Price(13%), Mileage(17%) and Safety(20%) which are only
significant, people prefer comfort(50%) for choosing Non gear vehicles
6. Most of the peoples(42%) do not prefer Non Gear vehicles for long rides
7. About 36% of the peoples choose other (Fascino,Ray,etc.,) brand Non gear vehicles
8. Most of the people has covered only less than 1000 km,from this we came to know that Non
Gear vehicles are used only for local purpose
9. Most of the peoples buy Non Gear vehicles by paying full cash(63%) as the amount of the
Non Gear vehicles is convenient to buy for Middle class peoples
10. Most of peoples buy Non Gear vehicles based on their income(39%),from this we can came
to know that the major target audience for Non Gear vehicles firm is Middle class peoples
11. Most of peoples buy Non Gear vehicles based on their work and their work
environment(46%)
12. The price of the Non Gear vehicles is less than 1lakh.so, peoples will buy all the price of the
vehicle according to their convenience which means it is within their Affordability
13. The average Mileage of all the brand of Non Gear vehicles is around 45 km per litre
45

14. Most of peoples buy different brand of vehicles according to their performances(72%)
15. The maintenance cost of the Non Gear vehicles will be less which means it is within their
affordability
16. Most of peoples buy Non Gear vehicles since they don't know how to drive Geared
vehicles(55%)
17. most of the peoples(53%) will suggest other peoples to buy Non gear two wheelers as they
know the value and worth of the non gear bikes
18. Most of peoples buy Non Gear vehicles for their own purpose only(57%)
4.2. SUGGESTION/RECOMMENDATION
1. The most important media for consumer durables is television. So, they should go for
television advertisements rather than going for newspapers, the television advertisements
influences more on the people. They should spend some money for T.V. advertisements.
2. Being the price of some Non gear vehicles are high they should try to reduce prices because
there are many other competitors which can be selling at lower cost. If not, the sales may
decrease.
3. More features should be added to the bikes according to the needs of the customer, because
their competitors are coming with new models. According to the competitors these people should
change the models or change the technology.
4. Companies should give some incentives to the dealers for promoting the products of. They
should not neglect dealers. They should select good dealers, which they can give customer
satisfaction.
5. Companies should set up service centres at dealer level itself. They should train some
personnel for exclusive maintenance of these two wheelers. They should provide home service to
46

the customers. The personnel should be appointed by the company to the dealers. The service
should be accurate.
4.3.LIMITATIONS
1. The study was carried out to understand the customer opinions, views and experiences
pertaining to Non Gear Two-Wheelers in Selected areas of in and around the chennai. Hence this
is a limitation of the study.
2. The sample selected may not represent the universe and hence, there could be some
differences between the study and actual practices.
3. The study is emphasized on only Non Gear Two-Wheeler buyer behaviour.
4. The respondents are neither exclusive users of one single company Non Gear Two-wheeler,
they are also using other company Non Gear Two-Wheelers.
5. The study covered the buyer decision-making process only.
In spite of the above limitations, the study throws some light on understanding customer
opinions and experiences of Two-Wheeler buyers in particular and others in general. Since the
study was descriptive in nature, it is expected that this will pave the way for further research in
the area.
47

CHAPTER 5
5. ANNEXURE
1.Name -
2.Gender -
3.Age
a.)18 - 24 b.)25 - 40
c.)41 - 55 d.)Above 55
4.Work status
a.)Student b.)Employed
c.)Unemployed d.)Homemaker
e.)Retired
5.Marital status
a.)Single b.)Married
6.Why do you choose Non-Gear Two-Wheelers?
a.)Comfort b.)Price
c.)Mileage d.)Safety
7.Do you prefer Non-Gear vehicles for long rides?
a.)Yes b.)No c,)Maybe
8.Which Two wheeler you own currenty?
48

a.)Suzuki Access 125 b.)Activa
c.)Dio d.)Others(Fascino,Ray,etc.,)
9.Average distance covered in a month?
a.)1-100 b.)100-500
c.)500-1000 d.)Above 1000
10.How do you purchase your bike?
a.)EMI or Loan b.)Full Payment
11.Did you prefer Non-gear bikes based on your income?
a.)Yes b.)No c.)Maybe
12.Did you prefer Non-gear bikes based on your Work?
13.What is the Price of your Vehicle?
a.)50k - 60k b.)60k - 70k
c.)70k - 80k d.)Above 80k
14.What is the Mileage of your Bike?
a.)35 - 40 b.)40 - 45
c.)45 - 50 d.)50+
15.Did you choose your brand based on your Performance & Maintenance?
49

16.What is the maintenance cost of your vehicle for a year?
a.)1000 - 2500 b.)2500 - 4000
c.)4000 - 5500 d.)Above 5500
17.Did you prefer Non-gear vehicles,since you don't know how to drive a Geared vehicle?
a.)Yes b.)No
18.Will you suggest others to buy a Non-gear vehicle?
19.For whom do you purchase Non-gear bikes?
a.)Own purpose b.)Son/Daughter
c.)Wife d.)Family members
20.Ratings based on your Experience(From scale 1 - 5)
i. Speed ______
ii. Handling ______
iii. Comfort ______
iv. Braking ______
v. Maintenance ______
vi. Mileage ______
50

CHAPTER 6
6. BIBLIOGRAPHY
● Marketing Research (Author- G C Beri)
(Published by Tata McGraw Hill Publishing Co.LTD.,New Delhi)
Third Edition(2002)
● Marketing Management (Author R S Sexana)
(Published by Himalayan Publication, New Delhi)
Ninth Edition (2000)
● Research Methodology (Author- Bhandrai)
Print 2004, second edition
● Consumer ology (the truth about consumers and Psychology) of buying by Philip
Greaves - what consumers do (studying behaviour of consumers).
● Kotler, Philip & Armstrong, Gary, “Principles of Marketing” 12th edition.
● Marketing principles by John F Tanner how people make buying decisions.
● International tourism Yvette Reisinger Chapter 13 Consumer buying behaviour.
CHAPTER 7
7. REFERENCES
http://www.indianjournalofmarketing.com/index.php/ijom/article/view/34248
http://www.ermt.net/docs/papers/Volume_4/12_December2015/V4N10-139.pdf
http://www.aipmm.com/html/newsletter/archives/000434.php
http://www.yourarticlelibrary.com/products/5-factors-influencing-consumer-behaviourexplained/
22163/ http://abhinavjournal.com/journal/index.php/ISSN-2320-0073/article/view/936
https://en.wikipedia.org/wiki/Plumbing
https://scholar.google.com/
https://scribd.com/Management Study Guide - Courses for Students, Professionals & Faculty
Members.
https://cooltool.com/blog/top-13-books-on-branding-marketing-and-consumer-behavior
51

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