Jour of Adv Research in Dynamical & Control Systems, 13-Special Issue, September 2017

Technological Innovations and Customers

Aspirations: A Study on Two Wheelers
K.P. Najeemudeen, Assistant Professor, Nehru School of Management, Thiruvilwamala, Kerala.
Research Scholar, Karpagam Academy of Higher Education, Coimbatore, Tamilnadu. E-mail:najeemudeenkp@gmail.com
Dr.N. Panchanatham, Professor, Department of MBA, Annamalai University, Tamilnadu.
Research Supervisor, Karpagam Academy of Higher Education, Coimbatore, Tamilnadu. E-mail:Panchanatham@gmail.com
Abstract--- The ambitions and aspirations of customers worldwide are changing day by day. There are many factors
that may induce a customer towards a particular product such as technical features, aesthetic appeal, brand name,
country of origin etc. Technology means the purposeful application of Science and Information in the design,
production, and utilization of goods and services for the benefit of the mankind. In that context, the present study is
intended to investigate and identify the influence of engine technology and other technical features of the two-
wheelers upon the purchase decision for two-wheelers. This study also tends to analyze the socio-economic
characteristics of consumers and the relative level of technological influence upon them. This study is based on a
questionnaire survey conducted among 681 Two-wheeler users in Malappuram district of Kerala. Statistical tools
like Chi-square analysis, ANOVA, Z-Test, Multiple Correlation, Multiple Regression and Friedman Test has been
used for the meaningful analysis and interpretation of data. The findings of this study tend to throw light upon some
unrevealed facts regarding the technological aspects and technical qualities that make two-wheeler the hottest
commodity in the market. This study also makes some recommendations for the manufacturers and marketers on the
changing needs and aspirations of today’s two wheeler customers.
Keywords--- Technology, Technical Features, Customer Aspirations, Buying Decision, Two-wheeler, Bike,
Scooter, Automobile.

I. Introduction
Today almost every customer is highly rational in nature. They expect to derive maximum returns or benefits
from each product and service they spend their money on. From a ball point pen to micro tip pen, from television
boxes to LED TV with 3D, from telephones to mobile phones it is aspired to have some technological advancement
in each and every product of use. Customers always prefer the brand with more features. It is the number of features
that differentiates the product of one brand from another even more than its quality. Understanding this trend, today
the marketers are also trying to load their products with more and more advanced and innovative features in order to
get an edge over their competitors. From pencils to passenger cars all companies are competing among themselves
to include more features to their existing product and attract the customers highlighting those features.
Two-wheeler companies are the forerunner of this trend. Every day it can be seen that some kind of
technological advancements are emerging in this industry. Every morning is waking up with the news of a new
model of two-wheeler with some ultra-modern feature in it. In case of two-wheeler, also the customers always prefer
to go for the brand or model with maximum number of features in it. Earlier the two-wheeler customers were
looking only for the features like high engine power, torque, top speed on road, pick-up, fuel efficiency etc. The
companies that were able to provide these facilities gained a higher market share. But the situation has changed
today. With the advancement in technology all companies were able to provide these features to the buyers. This
intensified the competition. Later, the companies tried to introduce some more features like disc brake, tubeless tyre,
alloy wheels, self-start button, automatic gearshift etc. These also have become common features in two-wheelers
now-a-days. Companies kept on breaking their heads on how to improve the technical aspects of the two-wheelers
thereby gaining a cutting edge over others. As a result, two-wheelers today are rich with more innovative and user
friendly features like service due indicator, side stand indicator, halogen head lamps, fog lamps, electronic key start
with engine immobilizer, Electronic Brake Distribution (EBD), Anti-lock Braking System (ABS), passing light etc.
Technology undoubtedly has a greater role to play in the purchase decision of the customers today; especially
with the two-wheelers. This study is intended to analyse the latest technological innovations in two wheelers and
their influence on the customers’ buying decision and also to identify the technical features that have greater impact
on the purchase decision of the customers.

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II. Review of Literature

Makwana Sailesh (2017) in his study identified the personal factors such as age, education, occupation, gender,
income, expenditure, fuel efficiency of the two-wheeler, quality and brand name that are found to be the major
factors that influence the purchase decision of the customers. Aijaz Ali Khoso et.al (2016) in their study pointed out
that an individual’s decision to buy a particular brand of motorcycle can be influenced by both internal and external
factors. The external factors are characterized by price, quality and aesthetic features of the motorcycle. Brand
perception, fuel efficiency and availability of spare parts at reasonable price are the other factors that have minor
effect on the individual’s purchase decision. The findings by Delli Kumar Koti and Balaji Prasad (2016) reveal that
the customers’ personal factors, promotional schemes, utility benefits, value added benefits and product
performance were perceived to be more important by the consumers during two wheeler purchase. Thangam and
Karthikeyan (2016) in their study identified that the engine pickup, fuel efficiency, engine power and break
efficiency of the vehicle to be the major technical features that influence the purchase decision towards two
wheelers.
Trinankur Dey and Sharma (2015) in their study found that product features and market accessibility plays a
major factor in the development of the two-wheeler market in India. This is further substantiated by Ameer Asra
Ahmed et.al (2014), Ankita Sinha et.al (2012), Duggani Yuvaraju and Durga Rao (2014), Hemanth Kumar and
Premchand Babu (2013), Peeyush K Pandey (2014), Pramod Semwal and Kavita Asnora (2012) and Valarmathi
(2015) in their study found that most of the customers prefer to have the ever latest technical features in their two-
wheeler such as high engine power, self-start, digital indicators, fog lamps, passing light, electronic key start etc. As
per the findings of Bilal Sirajuddin Luhar (2013) most of the youth prefer bikes that have engine capacity between
100-125 CC. Chandrasekaran Kathiravan et.al (2010) found that power and pickup, durability and add on features
are among the major factors that influence the purchase decision of the customers towards two-wheelers. Kottala Sri
Yogi (2015) in his paper identified the power to climb hilly areas, ease of modification, high pick up during
overtaking, effective braking system, reliability, engine life and durability as the key features of a two-wheeler that
most of the customers give importance to. According to Mohammed Rizaimy Shaharudin (2011) the features like
performance, reliability, conformance to specifications, special features and durability have considerable impact
upon the customers’ final selection of the two-wheeler. Studies by Ranjit Mundu et.al (2011), Omesh Chadha (2011)
and Prabhat Chakradhari (2013) had underlined the importance of quality, power, torque, pick up and add-on
features of the two-wheelers in customers’ purchase decision.
In the present study the analysis has been made on the influence of engine technology and other technical
features of the two-wheelers upon the buying behaviour for two-wheelers with special reference to the two-wheeler
owners in Malappuram district of Kerala.

III. Objectives of the Study

The objectives of this study include the following:
1. To assess the influence of engine technology on the purchase decision of the two-wheeler customers.
2. To examine the technical features of the two-wheelers that has a greater impact on buying decision of the
customers.
3. To analyze the demographic characteristics of the respondents and the relative difference with their
aspirations about the technical innovations to be made in the two wheelers.

IV. Scope of the Study

The present research is conducted within the Malappuram district of Kerala. According to 2011 census, the
population of Malappuram district is 4,110,956. Its population growth rate is 13.39%. The population density of the
district is 1,158 per square kilometer. The census statistics in the district indicated a sex ratio of 1096 females for
every 1000 males and the literacy rate is 93.55%. Agriculture is the primary occupation of the people which is
supplemented by other industries like timber industry, fishery, tourism, textile and spice trading. The income earned
abroad by the native migrants in the Middle-East is a significant source of revenue to the district. The main reason
for selecting this location for the study is, the place is one of the booming markets for the two-wheelers in Kerala.

V. Research Methodology
The study covered a period of 5 years from January 2011 to December 2016. Both primary and secondary data
were used for this study. Primary data sprang from the concerned respondents of the present study using an

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interview schedule. A total of 1000 Interview schedules were prepared and circulated among the respondents. Out of
this, only 714 interview schedules were filled up and collected. A scrutiny of those schedules led to the rejection of
33 interview schedules on account of the incomplete responses. Thus, 681 completed interview schedules were used
for the present study. The actual sample size for the study is 681. Statistical tools like Chi-square analysis, ANOVA,
Z-Test, Multiple Correlation, Multiple Regression and Friedman Test had been used for the meaningful analysis and
interpretation of data using SPSS. Secondary data had been collected from various books, journals, research reports,
magazines, websites and other records.

VI. Data Analysis and Interpretation

Socio-Economic Characteristics and Two-wheeler Usage Pattern of the Consumers
A proper knowledge of the social, economic, cultural, behavioral, demographic and psychographic pattern of the
consumers were very much crucial for the clear cut understanding of the findings of a research project and its further
successful implementation. The socio-economic characteristics and two-wheeler usage pattern of the 681 two-
wheeler users surveyed here are as follows:
Table 1: Socio-Economic Characteristics and Two-wheeler Usage Pattern of the Consumers
Factor Variable Frequency Percentage
Male 500 73.4
Gender Female 181 26.6
Total 681 100
Less than 25 301 44.2
26-35 209 30.7
Age 36-45 121 17.8
Above 45 50 7.3
Total 681 100
SSLC 151 22.2
Higher Secondary 195 28.6
UG 243 35.7
Education Qualification
PG 56 8.2
Others 36 5.3
Total 681 100
Unemployed 98 14.4
Daily wage 98 14.4
Private 161 23.6
Teacher 41 6
Occupation
Own Business 115 16.9
Student 115 16.9
Government 53 7.8
Total 681 100
No income 208 30.5
Less than 10,000 210 30.8
10,001 to 20,000 170 25
Monthly Income 20,001 to 30,000 52 7.6
30,001 to 40000 22 3.2
Above 40,001 19 2.8
Total 681 100
Married 368 54
Marital Status Single 313 46
Total 681 100
Up to 3 members 82 12
4-5 members 379 55.7
Family Size 6-7 members 160 23.5
More than 7 members 60 8.8
Total 681 100
Joint family 124 18.2
Nature of Family Nuclear family 557 81.8
Total 681 100
Urban 156 22.9
Regional Background Rural 525 77.1
Total 681 100
Hero 285 41.9
TVS 55 8.1
Brand of Two-wheeler owned Yamaha 68 10
Suzuki 37 5.4
Honda 150 22

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Royal Enfield 16 2.3

Bajaj 58 8.5
Mahindra 12 1.8
Total 681 100
Bike 365 53.6
Type of Two-wheeler owned Scooter 316 46.4
Total 681 100
Yes 546 80.2
First Two-wheeler ownership No 135 19.8
Total 681 100
Less than 1 Year 235 34.5
1 – 2 Years 129 18.9
Duration of using the present Two-wheeler
Above 2 Years 317 46.5
Total 681 100
Dealer 476 69.9
Point of Purchase Sub dealer 205 30.1
Total 681 100
Ready Cash 403 59.2
Bank Loan 146 21.4
Private Finance 80 11.7
Mode of Purchase Company Loan 13 1.9
Society Loan 28 4.1
Others 11 1.6
Total 681 100
Less than 55000 229 33.6
55001 to 66000 291 42.7
Price of Two-wheeler
66001 and Above 161 23.6
Total 681 100
100 CC 170 25
101-110 CC 171 25.1
111-125 CC 196 28.8
Displacement of Two-wheeler
126-250 CC 127 18.6
Above 250 CC 17 2.5
Total 681 100
Less than 20 Km 432 63.4
21 – 40 Km 163 23.9
Distance travelled per day in Two-wheeler 41 – 60 Km 62 9.1
Above 60 Km 24 3.5
Total 681 100
up to Rs.1000 377 55.4
Rs.1001 to 2000 216 31.7
Avg. monthly expenditure on Two-wheeler Rs.2001 to 3000 70 10.3
Above Rs.3001 18 2.6
Total 681 100
1-3 Years 344 50.5
4-6 Years 208 30.5
Period of using a Two-wheeler
More than 6 Years 129 18.9
Total 681 100
1 422 62
2 152 22.3
No. of Brands considered 3 78 11.5
4 and above 29 4.3
Total 681 100
1 562 82.5
2 95 14
No. of Two-wheelers owned
3 24 3.5
Total 681 100
Yes 113 16.6
People who to plan buy one more Two-wheeler No 568 83.4
Total 681 100
Yes 164 24.1
People who plan to exchange the two-wheeler No 517 75.9
Total 681 100
Source: Primary data
Two-wheelers are mostly used by men than women. Hence the researcher has given emphasis to males for this
study. 73 percent of the two-wheeler users surveyed here are males. As two-wheelers are more popular among the
youth, that too with the age group of 15-35, almost 75 percent of the two-wheeler users surveyed here are below 35
years of age. 36 percent of the two-wheeler users are Graduates while 50 percent of them comprises of higher

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secondary and below. Also majority of the two-wheeler users are students with no income or working class with an
income level less than Rs.20000. This clearly states that two-wheelers are mostly preferred by students and the
customers with a monthly income of less than Rs.20000. It is also clearly understood from the above table that 82
percent of the two-wheeler users are the members of the nuclear family and hence it is assumed that two-wheelers
are mostly preferred by the nuclear family with 3-4 members. It is a known fact that the rural customers are more
inclined towards two-wheelers than the urban counterparts because of poor rural road infrastructure and non-
affordability of cars. In the present study almost 77 percent of the two-wheeler users surveyed hail from the rural
background.
Table 2: ANOVA Table: Relationship between the Demographic Attributes of the Respondents and the Influence of
Technical Aspects of the Two Wheeler on their Purchase Decision
Factors Group N Mean Std. Deviation F Sig.

Gender Male 500 52.14 8.21 8.46 .00(*)

Female 181 45.68 10.24
Total 681 50.42 9.24
Family Size Up to 3 Members 82 48.46 10.44 3.92 .01(*)
4-5 Members 379 50.08 9.34
6-7 Members 160 51.08 8.78
More than 7 Members 60 53.48 7.15
Total 681 50.42 9.24
Nature of Family Joint Family 124 52.23 8.14 2.41 .02(*)
Nuclear Family 557 50.02 9.43
Total 681 50.42 9.24
Regional Background Urban Area 156 52.69 9.06 3.53 .00(*)
Rural Area 525 49.74 9.20
Total 681 50.42 9.24
Brand of Two-wheeler owned Hero 285 50.82 9.40 3.81 .00(*)
TVS 55 49.96 9.00
Yamaha 68 46.07 10.04
Suzuki 37 49.08 8.33
Honda 150 51.07 9.07
Royal Enfield 16 55.19 7.94
Bajaj 58 52.50 7.61
Mahindra 12 47.17 7.69
Total 681 50.42 9.24
Type of Two-wheeler owned Bike 365 52.15 8.07 5.36 .00(*)
Scooter 316 48.42 10.08
Total 681 50.42 9.24
Point of Purchase of Two-wheeler Dealer 476 51.66 8.62 5.44 .00(*)
Sub dealer 205 47.55 9.99
Total 681 50.42 9.24
Price of the Two-wheeler Less than Rs.55000 229 50.34 8.86 5.62 .00(*)
Rs.55001 to Rs.66000 291 49.38 9.80
Rs.66001 and above 161 52.40 8.44
Total 681 50.42 9.24
Displacement of the Two-wheeler 100 CC and below 170 49.91 9.03 3.92 .00(*)
101-110 CC 171 49.28 10.16
111-125 CC 196 49.99 9.53
126-250 CC 127 52.68 7.35
More than 250 CC 17 55.06 7.71
Total 681 50.42 9.24
Number of Brands considered before purchase 0-1 Brands 422 49.68 9.39 3.838 .01(*)
2 Brands 152 50.74 8.87
3 Brands 78 52.36 9.42
4 and above 29 54.28 6.70
Total 681 50.42 9.24
* - Significant at 0.5 level
The results of ANOVA test proved that there was a significant difference in the mean scores of the influence of
technical features of the two-wheeler based on Gender, Family Size, Nature of Family, Regional Background, Brand
of the Two-wheeler owned, Type of the Two-wheeler owned, Point of Purchase of the Two-wheeler, Price of the

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Two-wheeler, Displacement of the Two-wheeler and Number of Brands considered before purchase (from Table 2).
It can also be understood that there were no significant difference in the mean scores of the influence of the
technical features of the two-wheeler based on Gender, Educational Qualification, Occupation, Monthly Income,
Marital Status, First time buyer, Duration of usage, Mode of purchase, Distance travelled per day on Two-wheeler,
Average Monthly Expenditure on the Two-wheeler, Duration of changing the Two-wheeler, Total number of Two-
wheelers owned, Intention to buy one more Two-wheeler and Intention to exchange the existing Two-wheeler.
Effect of the Socio-Economic Variables and the Two-wheeler Usage Pattern of the Respondents on the Influence
of the Technical Features of the Two-wheeler
Multiple regression analysis were used to find out the effect of several socio-economic variables and the Two-
wheeler Usage Pattern like Age, Gender, Educational Qualification, Occupation, Monthly Income, Marital Status,
Family Size, Nature of Family, Regional Background, Brand of the Two-wheeler owned, Type of the Two- wheeler
owned, First time buyer, Duration of usage, Point of Purchase, Mode of purchase, Price of the Two-wheeler,
Displacement of the Two-wheeler, Distance travelled per day on the Two-wheeler, Average Monthly Expenditure
on the Two-wheeler, Duration of changing the Two-wheeler, Number of Brands were considered, Total number of
Two-wheelers owned, Intention to buy one more Two-wheeler, Intention to exchange existing Two-wheeler and the
psychographic attributes such as Negative emotionality, Extroversion, Openness, Agreeableness, Conscientiousness
and Self-esteem on the influence of Technical features of the two-wheeler on their purchase.
Table 3: Multiple Regression Analysis: Personal Attributes of the Respondents and the Influence of Two-wheeler
Technology on their Purchase Decision
Variables Mean Std. Deviation Regression coefficient t sig
Age 1.88 0.95 0.01 0.17 .867(NS)
Gender 1.27 0.44 -0.31 -5.38 .000(*)
Educational Qualification 2.46 1.08 0.05 1.33 .184(NS)
Occupation 3.78 1.90 0.05 1.25 .212(NS)
Monthly Income 2.31 1.23 -0.10 -2.26 .024(*)
Marital Status 1.46 0.50 -0.03 -0.49 .626(NS)
Family Size 2.29 0.79 0.05 0.90 .369(NS)
Nature of Family 1.82 0.39 -0.01 -0.20 .846(NS)
Regional Background 1.77 0.42 -0.13 -3.60 .000(*)
Brand of Two-wheeler owned 4.08 2.17 0.04 1.03 .302(NS)
Type of Two- wheeler owned 1.46 0.50 0.00 0.06 .952(NS)
First time buyer 1.20 0.40 -0.02 -0.33 .739(NS)
Duration of usage 2.12 0.89 -0.06 -1.43 .154(NS)
Point of Purchase 1.30 0.46 -0.10 -2.61 .009(*)
Mode of purchase 1.75 1.16 -0.05 -1.22 .223(NS)
Price of Two-wheeler 1.90 0.75 0.02 0.32 .750(NS)
Displacement of Two- wheeler 2.49 1.13 -0.05 -0.82 .413(NS)
Distance travelled per day on Two-wheeler 1.53 0.80 0.01 0.33 .738(NS)
Average Monthly Expenditure on Two-wheeler 1.60 0.78 0.04 0.95 .342(NS)
Duration of changing Two-wheeler 1.87 1.12 0.04 1.02 .309(NS)
Number of Brands considered 1.58 0.85 0.08 2.13 .033(*)
Total number of Two-wheelers owned 0.21 0.49 0.00 -0.05 .958(NS)
Intention to buy one more Two-wheeler 1.83 0.37 -0.03 -0.76 .446(NS)
Intention to exchange existing Two-wheeler 1.76 0.43 0.04 0.92 .359(NS)
Negative emotionality 13.78 3.92 0.01 0.12 .908(NS)
Extroversion 14.65 3.74 0.16 2.71 .007(*)
Openness 13.89 3.65 -0.19 -3.54 .000(*)
Agreeableness 15.73 4.05 0.05 0.82 .411(NS)
Conscientiousness 16.98 4.91 -0.07 -1.32 .187(NS)
Self esteem 20.93 4.19 0.08 2.03 .043(*)
* - Significant at 5% level, NS - Not Significant, r = 0.429, r2 = 0.184, F = 2.965*
According to Table 3, the Multiple Correlation value is 0.429 (r) which indicates that there is moderate level of
correlation between the influence of Technical features of the two-wheeler and the set of predictor variables. r2 value
is 0.184. The percentage shows that 18.4% of the variation influences the Technical features of the two-wheeler and
this has been explained by the set of independent variables.
When the individual correlation between the influence of Technical features of the two-wheeler and other set of
independent variables were calculated, it shows that the socio economic variables like Age, Educational
Qualification, Occupation, Marital Status, Family Size, Nature of Family, Brand of Two-wheeler owned, Type of

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Two-wheeler owned, First time buyer, Duration of usage, Mode of purchase, Price of Two-wheeler, Displacement
of Two- wheeler, Distance travelled per day on Two-wheeler, Average Monthly Expenditure on Two-wheeler,
Duration of changing Two-wheeler, Number of Brands considered, Total number of Two-wheelers owned, Intention
to buy one more Two-wheeler, Intention to exchange existing Two-wheeler and the psychographic attributes such as
Negative emotionality, Agreeableness, Conscientiousness and Self-esteem have very low correlation with the
influence of Technical features on two-wheelers. Whereas the Gender, Monthly Income, Regional Background,
Point of Purchase and the psychographic attributes such as Extroversion and Openness have moderate correlation
with the influence of Technical features on the two-wheelers.
The regression co-efficient gives the effect of each independent variable separately on the influence of Technical
features on two-wheelers. Among the selected variables Gender, Monthly Income, Marital Status, Nature of Family,
Regional Background, First time buyer, Duration of usage, Point of Purchase, Mode of purchase, Displacement of
the Two-wheeler, Total number of Two-wheelers owned, Intention to buy one more Two-wheeler and the
psychographic attributes such as Openness and Conscientiousness have negative effect on the influence of Technical
features of the Two-wheelers.
Hence, among the socio economic and Two-wheeler Usage Pattern variables Gender, Monthly Income, Regional
Background, Point of Purchase of Two-wheeler, number of brands considered for purchase are chosen to be the
predictor variables for influence of the Technical features of the two-wheeler on the purchase decision. Among the
psychographic attributes Negative emotionality, Openness and Self Esteem are chosen to be the predictor variables
for the influence of Technical features of the two-wheeler on the purchase decision.
Table 4: Ranking of the Technical Features of the Two-wheelers Influencing Customers’ Purchase Behaviour
Technical Features Mean Std. Deviation Mean Rank Ranking Order
Higher Engine Power 3.77 1.08 8.17 3
Maximum Speed on Road 3.02 1.10 5.38 14
Best Pick-up on Road 3.44 1.05 6.79 12
Disc Bake 3.48 1.08 6.91 11
Tubeless Tyre 3.58 1.13 7.39 8
Automatic Gearshift 3.71 1.20 7.71 6
Service Due Indicator 3.71 0.90 8.12 4
Side Stand Indicator 3.73 0.89 8.20 2
Alloy Wheels 3.50 1.06 6.93 10
Halogen Head Lamps 3.58 1.05 7.36 9
Fog Lamps 3.41 1.06 6.71 13
Electronic Key Start with Engine Immobilizer 3.59 1.12 7.49 7
Self Start Key + Kicker Start 4.15 0.85 9.74 1
Passing Light 3.74 1.09 8.08 5

Test Statisticsa
N 681
Chi-Square 763.468
Df 13
Asymp. Sig. 0
a. Friedman Test
The use of Friedman Test brings the importance of the technical features that influence the buying behaviour of
the customers towards Two-wheelers from this descriptive table. In this table, the significance (.000) is less than
0.05 which means the ranks given to the factors are not the same. According to this table, Self Start Key plus Kicker
is the most important technical feature of a two-wheeler followed by Side Stand Indicator, Higher Engine Power and
Service Due Indicator. Passing light, Automatic Gearshift, Electronic Key Start with Engine Immobilizer and
Tubeless Tyre are also considered to be very important technical features of a two-wheeler.

VII. Findings
a) Technical features that the customers aspire to have in their two-wheeler is closely related to their Gender,
Family Size, Nature of Family, Regional Background, Brand of Two-wheeler owned, Type of the Two-
wheeler owned, Point of Purchase of the Two-wheeler, Price of the Two-wheeler, Displacement of the Two-
wheeler and Number of Brands considered before purchase.
b) Majority of the customers prefer their two-wheeler to be rich with fresh and user friendly technical features.
c) Self-Start Key plus Kicker is the most important technical feature of a two-wheeler followed by Side Stand
Indicator, Higher Engine Power and Service Due Indicator. Passing light, Automatic Gearshift, Electronic

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Key Start with Engine Immobilizer and Tubeless Tyre are also considered to be very important technical
features of a two-wheeler.

VIII. Future Scope of Study

In the light of the above findings in-depth analysis can be done on the influence of technology upon two-
wheelers as well as many other products. This study tends to open new avenues for specialized research on how
customers differ in the level of influence of the technical features of the two wheelers upon their purchase decision
on the basis of their gender, monthly income and other demographic attributes.

IX. Conclusion
The tastes and aspirations of the customers worldwide are ever-changing. Customers today want high quality
products for the money they spend. This is very much applicable in the case of the two-wheelers as well. It is found
that greater inclination from the part of the customers towards two-wheelers with superior technology. Majority of
the customers prefer their two-wheeler to be rich with fresh and user friendly technical features. This clearly states
that customers today no longer bother about from where the two-wheeler comes or who the manufacturer is, but
what they need is enhanced technology and competency of the two-wheelers. This also serves as an indicator to the
Indian two-wheeler brands that if they can upgrade their technology and product performance in par with that of the
foreign brands, they can surely win over the foreign counterparts in the market and can derive better results with
respect to sales as well as customer loyalty.

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