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ISSN:2249-7137
ISSN:2249-7137
ACADEMICIA:
An International
Multidisciplinary
Research Journal
( A D o u b le B l i n d R e fe r e e d & R e v ie we d I nt e r na t io na l J o ur na l)
SR. NO.
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PARTICULAR
IMPACT OF MGNREGA ON GENDER AND SOCIAL EMPOWERMENT
Krupa D. Bhatt
CHILD SEXUAL VICTIMIZATION AND MENTAL HEALTH: AN
EXPLORATION
LIJI P G, C JAYAN
MIGRATION, DISJUNCTURE AND TRAUMA: DEPICTION OF TRANSNATIONAL IDENTITY OF WOMAN IN BHARATI MUKHERJEES WIFE
DR. RAJIB BHAUMIK
MEASURING THE NODAL CONNECTIVITY OF SURFACE TRANSPORT
NETWORK IN RAIGANJ BLOCK, UTTAR DINAJPUR DISTRICT, WEST
BENGAL, INDIA
Arindam Dutta , Dr.Ashoke Das, Dr.Ranjan Roy, Tamal Basu Roy
A study on consumer preference towards ITC snacks in Nagpur with special
reference to Bingo
Dr. RuhiBakhare
APPLICATON OF DATA ENVELOPMENT ANALYSIS MODELS
Dr. SATHRAM SURESH
IMPACT OF SOCIAL MEDIA ON TOURISM INDUSTRY
Priyam Gandhi , Mahima Suden
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14.
15.
16.
17.
18.
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ACADEMICIA:
An International
Multidisciplinary
Research Journal
( A D o u b le B l i n d R e fe r e e d & R e v ie we d I nt e r na t io na l J o ur na l)
ISSN:2249-7137
INTRODUCTION
1. Product Motives
The motives or impulses that prompt a customertowards the purchase of a particular product are
called product motives. In other words, buying motives refer to those influences and reasons,
which persuadea buyer to purchase a particular product in preference to other products. They
include the physical appearance of the product like design, shape, size, colour, packaging,
performance, priceetc. or the psychological attractions of the product such as utility of the
product, enhancement of social prestige or status of the buyer through its possession, sense of
security felt by the customer through its possession etc. In short, buying motivesindicates all
those features or attributes of a product thatmotivates a buyer to buy it in preference to other
products. On the basis of the nature of satisfaction the buyer is looking for, Product motives can
be classified in to two: Emotional product motives and Rational product motives.
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Sex appeal, Ambition to own a product, Desire for distinctiveness or individuality, Desire for
recreation or pleasure, Hunger and thirst and finally the Habit of the customer.
b. Rational Product Motives
In contrast to Emotional product motives, Rational product motives are characterized by careful
evaluation and logical analysis of the tentative purchase. The buyer will examine whether it is
worthwhile to buy the product or not. He will pay due adage to the purpose to be served by the
intended product purchase, the various alternatives available and so on. He will alsoevaluate and
work out some valid and relevant reasons to justify his purchase decision of the product. Rational
product buying motives includes economical price, necessity of the product, utility expected
from it consumption, durability and convenience of the product etc.
2. Patronage Motives
Patronage buying motives refer to those motives or impulses that prompt a person to buy the
product he wants from a particular shop in preference to other shops. In other words,
considerations or reasons, which make a buyer to become loyal to a particular shop or seller
compared to others while making his purchase, are termed as Patronage Motives.These kinds of
motives are again classified in to two, namely,Emotional patronage motives and Rational
patronage motives.
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charged by the shop, credit facilities offered, value added services offered, efficiency of
salesmen, variety of choice, hospitality, reputation of the shop etc.
Understanding buying motives and knowing customers is not that easy. Consumers may say one
thing but do another. They may not necessarily be guided by their deeper motivations. They may
positively react to those impulses that can change their decisionat the last minute. Despite of
their size and strength, the companies today can make profit only from a clear understanding of
their buyers and their buying motives.
REVIEW OF LITERATURE
Anand Christopher J and Franklin John S (2013) in their study Influence of Peer in Purchase
Decision Making of Two-Wheelers: A Study Conducted in Coimbatore revealed that peer
influence have an effect on the buying behavior of the two-wheeler purchasers. More specifically
purchasers belonging to the age group of 40-50 years significantly get influenced by their
peers.Bilal SirajuddinLuhar (2013), in his study Factor Influencing Purchase Decision of Two
Wheeler in Himmatnagar analyzed the impact of behavioral factors of consumers on choosing
particular brand of Two-wheeler. As per his findings, most of the people use two-wheeler for
their occupational needs.Devasenathipathi T and Saravanan S (2013) in their study Influence of
Gender, Age and Marital Status on Factors of Purchase Procrastination with Special Reference
to Two-Wheeler Market revealed that gender and age of the subjects were partially significant
with purchase procrastination factors at the time of buying vehicle. Furthermore, male consumers
within the age group of 31 to 45 years tend to procrastinate their purchase decision due to
confusion and insufficient information.Kuna Sharma (2010), made a study titled Market survey
on the decision making process purchase the motorcycle among the resident of the Jalandhar
city and identified that influence of friends became a dominant factor in two-wheeler
purchase.Brands like Bullet,CBZ and Pulsar were purchased more for prestige than for any other
reason.
MallikarjunaReddyK(2006) through his study Consumer Behaviour Towards Two-Wheeler
Motor Bikesidentified that Hero Honda bike is more popular with the students, TVS is more
popular with the employees, whereas Businessmen are opting for Yamaha two-wheelers.Peeyush
K Pandey (2014) in his study titled, Choice Determinants of Rural and Urban Consumers: with
Special Reference to Two-Wheelers, indicated that Two-wheeler companies cannot bifurcate the
customers as rural and urban. Todays customers are being exposed by global environment and
having the bunch of information,that is why technological aspect could not be treated as
discounted dimension of product in the case of rural customers.PrabhatChakradhari (2013) in his
study, A Study on the Factors Influencing the Purchase of Bikes identified that majority of
respondent are using bikes for personal purpose as well as professional purpose, whereas,
Prialatha P and Malar Mathi K (2011)through their study titled A Study on Consumer
Preference for Two-Wheelers in Rural Markets of Coimbatore District identified that a majority
of respondents use their two-wheeler for personal purpose.RanjitMundu, Herat Trivedi and
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YuvrajKurade (2011)in their study titled Analysis of Factors Influencing Two Wheeler
Purchases by Women, put forward that the women tend to base their buying decision on the ease
of handling of the vehicle. Also, the mileage and price are considered as important factors,
especially for the population that has an annual income less than Rs.40000. First time buyers are
more affected by the price of the vehicle.
Ramana D.V and Subbaiah P in their paper A Study on Pre-purchase Behaviour of Two-Wheeler
Motorcycle Users in Nellore District, Andhra Pradesh, India,revealed that demographic factors
of the motorcycle buyers showed influence over the purchase decision of motorcycle with
respect to time gap. It is also evident that consumers are not buying the product immediately
after getting off idea. Majority of the customers are taking one to three months time gap
between contemplation to buy and actual buying of the product.Saravanan S, Panchanatham N
and Pragadeeswaran S (2009) made a study titled Consumer Behaviour Towards Showroom
Services of Two-Wheelers with Reference to Cuddalore District to find out the consumer
behavior towards showroom service of two wheelers based on socio-economic characteristics
such as age, gender, occupation, family income, educational level and so on. The result shows
that students and employees are more satisfied about show room services. Demographic
variables such as marital status and size of the family give significant effect related to show room
services.Sathish M and Pugazhendi A (2011), made a study titled A Study on Consumer
Behaviour of Automobile Products with Special Reference to Two-wheeler in Tirunelveli City
Tamil Nadu, India and identified that the consumer while deciding about buying a two-wheeler
product sees his needs, purchasing power and price of the two-wheeler. It was found that
consumers prefer two-wheelers because of its utility and easy handling in heavy rough
traffic.Senthil Kumar A and Rajesh M (2014), through their study A Study on Impact of
Advertisement on Buying Behaviour of Consumers with Special Reference to Two-Wheeler
Customers in Chennai City, realized that the personal factors like age, education, occupation,
gender and income influence the factors of advertisement pertaining to buying motives, buying
decision and post purchase behaviour.SheetalSoniandAbhishekSoni (2012)in their study
Consumer Behaviour Towards Two-Wheeler Bikes A Comparative Study of Rural and Urban
Consumers of Jodhpur District of Rajasthan propounded that urban consumers appear to
consider more number of brands before making a purchase, than their rural counterparts.Syed
Arish Abbas (2012) in his paper, An Analytical Study of Consumer Behavior while Buying
Motorcycle, identified that motorcycle users mostly belong to middle class and upper middle
class segment, which have annual family income of Rs.2 to 4 lakhs and above. The reasons for
buying two wheeler are good mileage, convenience, business purpose, cost effectiveness, driving
comfort on crowded roads, easy parking, going to college, short distance travel in city, affordable
price and the pride of owning a personal vehicle.
However, the present study differs from the above, in that the buyerbehaviour in Malappuram
district of Kerala state is sought to be analyzed here.The scope and the area of the study are
unique in nature.
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Age
Education Qualification
Occupation
Monthly Income
Marital Status
Family Size
Variable
Male
Female
Total
Less than 25
26-35
36-45
Above 45
Total
SSLC
Higher Secondary
UG
PG
Others
Total
Unemployed
Daily wage
Private
Teacher
Own Business
Student
Government
Total
No income
Less than 10,000
10,001 to 20,000
20,001 to 30,000
30,001 to 40000
Above 40,001
Total
Married
Single
Total
Up to 3 members
4-5 members
6-7 members
More than 7
members
Frequency
500
181
681
301
209
121
50
681
151
195
243
56
36
681
98
98
161
41
115
115
53
681
208
210
170
52
22
19
681
368
313
681
82
379
160
Percentage
73.4
26.6
100
44.2
30.7
17.8
7.3
100
22.2
28.6
35.7
8.2
5.3
100
14.4
14.4
23.6
6
16.9
16.9
7.8
100
30.5
30.8
25
7.6
3.2
2.8
100
54
46
100
12
55.7
23.5
60
8.8
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Nature of Family
Regional Background
Point of Purchase
Mode of Purchase
Price of Two-wheeler
Total
Joint family
Nuclear family
Total
Urban
Rural
Total
Hero
TVS
Yamaha
Suzuki
Honda
Royal Enfield
Bajaj
Mahindra
Total
Bike
681
124
557
681
156
525
681
285
55
68
37
150
16
58
12
681
365
100
18.2
81.8
100
22.9
77.1
100
41.9
8.1
10
5.4
22
2.3
8.5
1.8
100
53.6
Scooter
Total
Yes
No
Total
Less than 1 Year
1 2 Years
Above 2 Years
Total
Dealer
Sub dealer
Total
Ready Cash
Bank Loan
Private Finance
Company Loan
Society Loan
Others
Total
Less than 55000
55001 to 66000
66001 and Above
316
681
546
135
681
235
129
317
681
476
205
681
403
146
80
13
28
11
681
229
291
161
46.4
100
80.2
19.8
100
34.5
18.9
46.5
100
69.9
30.1
100
59.2
21.4
11.7
1.9
4.1
1.6
100
33.6
42.7
23.6
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Displacement of Two-wheeler
Total
100 CC
101-110 CC
111-125 CC
126-250 CC
Above 250 CC
Total
Less than 20 Km
21 40 Km
41 60 Km
Above 60 Km
Total
up to Rs.1000
Rs.1001 to 2000
Rs.2001 to 3000
Above Rs.3001
Total
1-3 Years
4-6 Years
More than 6 Years
Total
1
2
3
4 and above
Total
1
2
3
Total
Yes
No
Total
Yes
No
Total
681
170
171
196
127
17
681
432
163
62
24
681
377
216
70
18
681
344
208
129
681
422
152
78
29
681
562
95
24
681
113
568
681
164
517
681
100
25
25.1
28.8
18.6
2.5
100
63.4
23.9
9.1
3.5
100
55.4
31.7
10.3
2.6
100
50.5
30.5
18.9
100
62
22.3
11.5
4.3
100
82.5
14
3.5
100
16.6
83.4
100
24.1
75.9
100
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 TwoSouth Asian Academic Research Journals
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wheelers are more popular among the youth, that too in the age group of 15-35, almost 75
percent of the Two-wheeler users surveyed hereare below 35 years of age. With respect to
Educational Qualification 36 percent of the Two-wheeler users are Graduates while 50 percent of
them comprises of higher 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 aremembers of Nuclear family and hence we can assume that Twowheelers are mostly preferred by Nuclear family with a size f 3-4 members. It is a known fact
that the rural customers are more inclined towards Two-wheelers than their urban counterparts
because of poor rural road infrastructure and non-affordability of cars. In the present study also
almost 77 percent of the Two-wheeler users surveyed are hailing from a rural background.
Table 2:
ANOVA Table: Influence of Socio-Economic Factors and Two-wheeler Usage Pattern on
Buying Motives towards Two-Wheelers
Variables
Age
Occupation
Marital Status
Average
Monthly
Expenditure on
Two-wheeler
Group
Mean
Std.
Deviation
301
209
121
50
681
98
98
161
41
115
115
53
681
368
313
377
216
70
18
681
48.5
47.68
47.03
43.42
47.61
47.94
48.27
46.77
47.69
48.74
48.75
43.38
47.61
46.77
48.6
46.48
48.8
49.76
48.83
47.61
7.78
7.79
8.38
6.92
7.92
8.13
8.53
7.71
7.37
8.71
6.64
6.88
7.92
7.75
8.02
7.4
8.05
9.27
8.1
7.92
F/T
Sig.
6.281
0.00(*)
3.841
0.00(*)
-3.034
0.00(*)
6.189
0.00(*)
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Multiple regression analysis was used to find out the effect of several socio-economic variables
and Two-wheeler Usage Patternlike Age, Sex, Educational Qualification, Occupation, Monthly
Income, Marital Status, Size of the Family, Nature of Family, Regional Background, Brand of
Two-wheeler owned, Type of Two-wheeler owned, Duration of using the existingTwo-wheeler,
Point of Purchase of the Two-wheeler, Mode of purchase, Price of the Two-wheeler,
Displacement of Two-wheeler, Distance travelled per day, Average Monthly Expenditure on
Two-wheeler, Duration of changing the Two-wheeler, No. of Brands considered before
finalizing the existing one, Intention to buy one more Two- wheeler andIntention to exchange the
existing Two-wheeler for a new one on the overall buying motives of the respondents.
Table 3:
Multiple Regression Analysis: Effect of Socio-Economic Variables and Two-wheeler Usage
Pattern of the Respondents on their Buying Motives towards Two-wheelers
Variables
Gender
Age
Educational Qualification
Occupation
Monthly Income
Marital Status
Mean
1.27
1.88
2.46
3.78
2.31
1.46
Std.
Deviation
0.44
0.95
1.08
1.90
1.23
0.50
Regression
coefficient
-0.13
-0.10
-0.03
-0.03
-0.03
0.00
sig
-2.16
-1.75
-0.76
-0.88
-0.67
0.06
0.03(*)
0.08(NS)
0.45(NS)
0.38(NS)
0.50(NS)
0.95(NS)
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Family Size
Nature of Family
Regional Background
Brand of Two-wheeler owned
Type of Two- wheeler owned
First time buyer
Duration of usage
Point of Purchase
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 Twowheeler
Number of Brands considered
Intention to buy one more Twowheeler
Intention to exchange existing
Two-wheeler
2.29
1.82
1.77
4.08
1.46
1.20
2.12
1.30
1.75
1.90
2.49
0.79
0.39
0.42
2.17
0.50
0.40
0.89
0.46
1.16
0.75
1.13
0.03
0.05
-0.04
0.02
-0.01
0.03
-0.02
0.02
0.00
-0.04
-0.04
0.53
0.91
-1.11
0.42
-0.12
0.76
-0.45
0.56
-0.03
-0.76
-0.75
0.60(NS)
0.36(NS)
0.27(NS)
0.68(NS)
0.91(NS)
0.45(NS)
0.65(NS)
0.58(NS)
0.98(NS)
0.45(NS)
0.45(NS)
1.53
0.80
-0.08
-2.12
0.04(*)
1.60
0.78
0.16
4.06
0.00(*)
1.87
1.12
-0.16
-3.9
0.00(*)
1.58
0.85
0.02
0.44
0.66(NS)
1.83
0.37
-0.15
-3.66
0.00(*)
1.76
0.43
0.04
0.95
0.34(NS)
From Table 3 it is seen that Multiple Correlation value is 0.332 (r) which indicates that there is
moderate level of correlation between buying motives and the set of predictor variables. r 2value
(0.110) when expressed in terms of percentage shows that 11% of the variation in buying
motiveshas been explained by the set of independent variables.
When the individual correlation between buying motivesand other set of independent variables
were calculated, it shows that the socio economic variables like Educational Qualification,
Occupation, Monthly Income, Marital Status, Size of the Family, Nature of Family, Regional
Background, Brand of Two-wheeler owned, Type of Two-wheeler owned, Duration of using the
existingTwo-wheeler, Point of Purchase of the Two-wheeler, Mode of purchase, Price of the
Two-wheeler, Displacement of Two-wheeler, Distance travelled per day, No. of Brands
considered before finalizing the existing one andIntention to exchange the existing Two-wheeler
for a new onehave very low correlation with buying motives. Whereas Age, Gender, Average
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Table 4:
Order of Importance of the Buying Motives of the Respondents towards Two-wheelers
Buying Motive
Mean
Personal Use
Travelling with Family
Occupational Needs
Racing, Sporting
&Trekking
For getting a job
Leasing/Renting Purpose
Upgrade to Latest Model
Status Symbol
Peer Influence
Shortage of Public
Transport
Unwillingness to travel by
Bus/Auto
Better handling on
congested roads
Easy to Park
Unwillingness to walk
Unwillingness to ride a
bicycle
Non-affordability of Car
681
681
681
4.20
3.82
3.76
Std.
Deviation
0.90
0.96
1.03
5
5
5
Mean
Rank
12.67
11.38
11.09
Order of
Importance
1
4
5
681
2.00
5.17
15
681
681
681
681
681
1.02
0.93
1.08
1.17
1.18
1
1
1
1
1
5
5
5
5
5
5.78
4.57
5.99
7.44
7.25
14
16
13
10
12
2.72
1.19
7.73
681
3.21
1.14
9.32
681
3.89
0.96
11.57
681
681
3.93
2.61
0.96
1.24
1
1
5
5
11.71
7.35
2
11
681
2.80
1.26
7.94
681
3.11
1.35
9.06
Minimum
Maximum
1
1
1
0.98
2.19
1.84
2.25
2.67
2.62
681
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Test Statisticsa
N
Chi-Square
df
Asymp. Sig.
a. Friedman Test
681
3658.82
15
0
Through the use of Friedman Test the order of importance of the buying motives of the
respondents towards Two-wheelers is understood from this descriptive table. In this table, the
significance (.000) is less than 0.05 which means that the ranks given to the factors are not the
same. We can clearly understand from this table that most of the customers are buying Twowheelers for their personal use, short distance travelling with family and occupational needs.
Also it is evident from this table that Ease of parking, Better handling on congested roads and
inconvenience/unwillingness to travel by bus/auto are the major motives for the customers to buy
Two-wheelers.Due to its ease of handling, higher mileage and lower maintenance cost Twowheeler is the first choice of the customers for their personal use and short distance travelling
with family. Also many companies are motivating their staffs to use good fuel efficient Twowheelers for their occupational needs. Even many companies insists on Own two-wheeler as a
prerequisite for getting employment with them. Also in modern congested city traffics where the
abundance of vehicles are raising a serious problem due to heavy pollution and shortage of
parking space, with no doubt, one can say that Two-wheelers are the best mode of conveyance.
Even in rural areas characterized by bumpy roads and narrow lanes, Two-wheeler is the best
choice of personal vehicle.
This theory is substantiated bySathish M and Pugazhendi A (2011), in their paper A Study on
Consumer Behaviour of Automobile Products with Special Reference to Two-wheeler in
Tirunelveli City Tamil Nadu, India in which they identified that the consumer while deciding
about buying a two-wheeler product sees his needs, purchasing power and price of the twowheeler. It was also found that consumers prefer two-wheelers because of its utility and easy
handling in heavy rough traffic. This is further supplemented by Syed Arish Abbas (2012) in his
paper, An Analytical Study of Consumer Behavior while Buying Motorcycle, in which he enlists
the reasons for buying two wheeler as good mileage, convenience, business purpose, cost
effectiveness, driving comfort on crowded roads, easy parking, college going purpose, short
distance travel in city, affordable price and the pride of owning a personal
vehicle.PrabhatChakradhari (2013) in his study, A Study on the Factors Influencing the
Purchase of Bikes identified that majority of respondent are using bikes for personal purpose as
well as professional purpose, whereas, Prialatha P and Malar Mathi K (2011) through their study
titled A Study on Consumer Preference for Two-Wheelers in Rural Markets of Coimbatore
District identified that a majority of respondents use their two-wheeler for personal purpose
while SirajuddinLuhar (2013), in his study Factor Influencing Purchase Decision of Two
South Asian Academic Research Journals
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Wheeler in Himmatnagar found thatmost of the people use two-wheeler for their occupational
needs.
FINDINGS
1. Gender, Age, Occupation and Marital Status of the respondents have an impact onthe buying
motives of the customers towards Two-wheelers.
2. Two-wheelers are mostly preferred by students and the customers with a monthly income of
less than Rs.20,000.
3. Two-wheelers are mostly preferred by Nuclear family with a size of 3-4 members.
4. Rural customers have a more inclination towards Two-wheelers than urban customers.
5. Average monthly expenditure on Two-wheeler and the duration of changing the Twowheeler also have some bearing upon the buying motives of the customers towards Twowheelers.
6. Most of the customers are buying Two-wheelers for their personal use, short distance
travelling with family and occupational needs.
7. Ease to park, better handling on congested roads and inconvenience/unwillingness to travel
by bus/auto are the major motives for the customers to buy Two-wheelers than Cars.
CONCLUSIONS
In modern day scenario where increasing urban vehicular traffic, rising level of environmental
pollution, shortage of parking spaces and skyrocketing fuel prices are posing a serious threat to
the society, Two-wheeler is no doubt the best choice of personal vehicle in both cities and
villages. With its fuel efficiency, effective handling, ease of parking and low emission levels
Two-wheelers continues to hold their prime importance on Indian roads. Despite the efforts of
car manufacturers to pump in mini cars to the market even by penetrating into untapped rural
markets and the attractive schemes and offers they provide, Indian customers, even with
theincrease in their disposable income and purchasing parity, are still passionate towards Twowheelers for their travelling needs. To supplement this, Two-wheeler manufacturers today are
laying more emphasis on research and development to delight the customers with more fuel
efficient and user friendly bikes and scooters. The Blue Core Technology by India Yamaha
Motors is the biggest example of this kind of innovation. Gone are days of customer satisfaction
or customer delight. Those who can place their customers in a state of ecstasy (Customer
Ecstasy) only can excel in their trade today. In that sense the Two-wheeler manufacturer who
tends to understand the needs and aspirations of the customers and innovate enough to
ecstacize them consistently can rule the market. This study is a beacon light towards that
direction.
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Research Reports
Websites
Arish, A.S. (2008, Feb 8).An analytical study of consumer behaviour while buying
motorcycle.Retrieved
from
http://www.blog.skylinecollege.com/blog/consumerbehavior-study/an-analytical-study-of-consumerbehavior-while-buying-motorcycle.
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