A STUDY ON CONSUMER BEHAVIOUR TOWARDS VESPA WITH REFERENCE TO LEO MOTORS

KANAKA RAO, D. Udaya Shekhar

Abstract


ABSTRCT: In this paper an attempt is made to understand the consumer behaviour for purchase of two wheeler bikes and factors influence on consumer decision with regard to VESPA. India is the second largest producer of the two-wheeler in the world. The two wheeler segment contribute the largest volume all the segments in automobile industry in India. The country stands next to China and Japan in terms of production and sales respectively. The industry is growing at a rate of 30% annually. It consists of three segment viz. scooter, motorcycle and moped. Majority of Indians, especially the youngster prefer motorbikes rather than cars. Capturing a large share in the two wheeler industry, bikes and scooter covers a major segment. Any individual who purchases goods and services from the market for his/her end-use is called a consumer. In simpler words a consumer is one who consumes goods and services available in the market. Consumer behaviour is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society”.


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ISSN : 2251-1547