To know about the consumer buying behavior and factor which affect the consumer buying

decision process. As the objectives of my study is to analyze the customer perception and the
customer satisfaction to wards specific brands of bike (TVS, HONDA, BAJAJ) between the age
group of 18-25 College going student on the basis of Price, Fuel efficiency, Brand, Style and
comfort name.

Consumer buyer behavior refers to the buying behavior of final consumers – individuals
and households who buys services and goods for personal consumption. Consumer behavior is
influenced strongly by culture, social, personal and psychological factors. Culture factors include
the set of basic values, perceptions, wants and behavior learned by a member of society from
family and other important institutions. The social factors include consumer’s family, small
group, social roles and status. The personal characteristics such as buyer’s age, life cycle stage,
occupation, economic situations and life style influenced by four major psychological factors:
Motivation, Perception, Learning, Belief and Attitudes.

PROFILE OF THE STUDY

In this era of cut throat competition, no company can even survive in the market place
without knowing its and its products strengths and weaknesses. It has to fortify itself against
threats from the environment and exploit its strengths or increase profits. And in order to do so,
the company has to conduct regular surveys to know the customer’s opinions, needs, and
preferences. This helps the company to manufacture the product like wise for each customer’s
expectations

To know about the consumer buying behavior and factor which affect the consumer buying
decision process. As the objectives of my study is to analyze the customer perception and the
customer satisfaction to wards specific brands of bike (TVS, HONDA, BAJAJ) between the age
group of 18-25 College going student on the basis of Price, Fuel efficiency, Brand, Style and
comfort name.
 Consumer buyer behavior refers to the buying behavior of final consumers – individuals
and households who buys services and goods for personal consumption. Consumer behavior is
influenced strongly by culture, social, personal and psychological factors. Culture factors include
the set of basic values, perceptions, wants and behavior learned by a member of society from
family and other important institutions. The social factors include consumer’s family, small
group, social roles and status. The personal characteristics such as buyer’s age, life cycle stage,
occupation, economic situations and life style influenced by four major psychological factors:
Motivation, Perception, Learning, Belief and Attitudes.

In this era of cut throat competition, no company can even survive in the market place without
knowing its and its products strengths and weaknesses. It has to fortify itself against threats
from the environment and exploit its strengths or increase profits. And in order to do so, the
company has to conduct regular surveys to know the customer’s opinions, needs, and
preferences. This helps the company to manufacture the product like wise for each customer’s
expectations launched Pulsar-Dtsi 150cc higher on the power ladder, Honda has come up with

Unicorn and TVS has recently launched Apache.

The customer is the basic ingredient of marketing. The

development of marketing strategy is based on understanding of consumer and there behavior.
The present study attempts to understand the behavior of consumer for their choice in purchasing
two-wheeler with special reference to bikes like Honda(Unicorn), TVS (Apache), and
Bajaj(Pulsar 150cc). But consumer behavior and the derived consumer satisfaction cannot be
intact. Now days the two wheeler industry is growing at its fast speed. The competition is very
hard and so many choices are available to customers. Here I have tried to find out the level of
customer satisfaction regarding (Unicorn, Apache, and Pulsar) two wheelers and also what
modification they want in their products. So the study is all about the customer’s preference and
their satisfaction with regard to bikes coming under 150cc segment.
To know about the customer preference and decision process with regard to 150cc bike.
To know the Basic consumer buying behaviour and the reasons because of which they switch
from one company to another.
To know about the company’s details (profile, Products)
This study would help in revealing the type and specific qualities of the bikes offered by the
company to their consumers.
To study the satisfaction level of consumers who uses bikes.
To study the factors influencing consumers to buy 150cc bikes.
To study effect of advertisement on the purchasing decision of the consumers

LITERATURE REVIEW
Once the problem is formulated, the researcher has to undertake an extensive literature

survey related to problem. The literature survey undertaken here includes books and

different websites from the internet.

The research project was to know the Customer

preferences with regard to specific brands of bikes (TVS,
HONDA) under 100cc – 250cc category between the age group of
18- 57 on the basis of Price, Fuel efficiency, Brand, Style and
comfort name
.
• Schiffman. G. Leon and kanuk lazare Leslie1 - Study of the customer

behaviour is the study of how individuals make decisions to spend their available resources (Time, Money and

Efforts) on consumption related items. It includes the study what they buy, whey they buy it, when they buy it,

where they buy it, how often they buy it and how often they use it. The primary purpose for the study consumer

behaviour as apart of marketing curriculum is to understand how and how customers make their purchase decisions.

There insights enable marketers to design more effective marketing strategies.

• Gupta.C .B and Dr. Nair. N.Rajan2 - A business is based on understanding the

customer and providing the kind of products that the customer wants.
• Mamoria C.B. and Mamoria Satish3 - Consumer behaviour is the process
where by individuals decide what, when, where, how and from whom to purchase goods and services. Buying

behaviour may be viewed as an orderly process here by individual interacts with his environment for the purpose of

making market decision on products and services.

Nair Suja. R.4 - The success of the firm will be determined by how effective it
has been in meeting the diverse customer needs and wants by treating each
customer as unique and offering products and services to suit his/her needs.
• Bennett Peter.D. And Kassarjian Haroldh5 - A great deal of research activity
in marketing is design to shed light on the customer decision process.
• Kothari C.R.6
For data analysis different statistical techniques are being used
such as scaling techniques, correlation, hypothesis testing.

• http://www.tvsapache.com/home.aspx
• http://www.bajajauto.com/pulsar/
• http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asp
• http://auto.indiamart.com/motorcycles/