Motorcycles have become an indispensable part of our lives, an extension of the human body that provides us faster, cheaper and more convenient mobility every passing day. Behind this betterment go the efforts of those in the industry, in the form of improvement through technological research. A bike has different meanings for different persons, a college goer associates it with power and styling on the other hand a middle-aged professional finds value in a bike while going daily to his work-place. We have carried out this research to find out the opinions, requirements, likes and dislikes of those who use these bikes to have a insight how a consumer decides on his/her preferences.
SURVEY OBJECTIVESA.To understand and identify unfulfilled needs and wants of the customers, define and measure their magnitude.
B.To analyze needs, identify opportunities, and create value-rich offers for target customer groups that competitors cannot match.
C.To apply components of social psychology, sociology, and cultural anthropology and link them to consumer behavior.
D.To identify and understand customer needs and create solutions that satisfies the customers and produces a profit for the shareholders.
E.To evaluate marketing symbolism, semiotics, motivation, consumer involvement, learning and memory, distinctions among types of reinforcement.
F.To acknowledge the role of culture: the specific learned norms of a society based on attitudes, values, beliefs, and frameworks for processing information and tasks.
RESEARCH PLANWe have collected fresh data from 11 bikes users who had different educational background and belonging to different socio-economic stratum using the survey research approach. A set of 25 questions was used as research instrument and personal interviews were conducted collect the data about the bike consumer behavior. The buying behavior of the consumers can be explained using the Lens Model.
The consumer's preferences of a products depends on his perceptions about the various products,