CONSUMER BEHAVIOUR TOWARDS BRAND POSITIONING OF TWO-WHEELER BIKES IN CHENNAI CITY

Fahmeeda Yasmeen

Abstract


In the present era, customer is the focus of all the marketing activities. In particular the automobile industries, if need to gain market and leadership they should understand the customers taste and preferences that delights them, through superior value, quality and service. In addition, increasing safety requirement, voluntary environmental commitments, after sales service by the Twowheeler industry have also contributed to the changes ahead.

In a developing country like India, where a sizeable proportion of the population comprises of the middle class, a two-wheeler is considered to be the most appropriate vehicle. The Indian consumers’ brand preference for two-wheeler bikes is based on mileage, price, maintenance cost and road conditions. Keeping in view the ever increasing growth rate of population, prevailing standards of living and cost of vehicles, two-wheeler bikes would continue to dominate the automobile industry in India. By identifying and understanding the factors that influence their customers, brands have the opportunity to develop a strategy that will make them champion in the industry.

This paper presents the results of the research study based on responses from 200 two-wheeler users in Chennai city of Tamilnadu. Though the sample size is small, the study brings out the general attitude of the Consumers towards their purchase decisions and behavior. In today’s scenario when customer attraction is the mantra for success, a study on factors influencing consumer behaviour towards brand is a necessity. It was found   that most respondents do not take a final decision to purchase a particular brand, before considering two or more brands.The decision to buy a particular brand was mostly influenced by parents and friends.The televion plays an important role in influencing them to buy the product.

The Indian consumers’ brand preference for two-wheeler bikes is based on mileage, price and maintenance cost and road conditions. Keeping in view the ever increasing growth rate of population , prevailing standards of living and cost of vehicles, two-wheeler bikes would continue to dominate the automobile industry in India.

KEYWORDS :Automobile industry, Brand positioning, Consumer Behaviour.


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ISSN : 2251-1547