Value System Efficiency on Product Features of Premium Two Wheelers in Tamilnadu

Abstract

This study has been carried to find out what factors influence the consumer buying behavior of premium segment motorcycle customers which follows consumer oriented marketing philosophy .The primary focus of this study is to learn the consumer wants , needs and behavior of the specific target market. An intuitive understanding of the premium motorcycle consumer behavior is the key to the growth of premium segment motorcycle manufacturers to be highly successful in the future. These highly priced premium segment motorcycle companies are highly centered on understanding the customers to continue growth and sustain their market position in the industry even in times of tough competition and changing business environments. This study investigates on the expectation of Consumers in Initial, Pick up, Mileage, Riding Comfort, Safety features and Key Accessories Cum Tyre Tube at the point of sale and the same consumers’ satisfaction level after purchase the vehicles. Whether there is any mismatch between before Purchase and after purchase, if yes, in which brand, it was found in this study. This consumer research study is highly helpful particularly for the potential buyers on taking up strategic managerial decisions whether to buy premium two wheelers, if yes which brand.