The unprecedented technological advancement that has led to the information explosion in the last decade has impacted every sphere of human activities – form the way the people think and decide, to the way they buy and consume, to the way the perceive and expect – all have undergone a dramatic change. With extra disposable income there is a drastic change in consumer purchase decision and spending pattern.

Consumer purchase decisions are moderated by many factors - social, economic, cultural, psychological and demographic. Because demographic variables help in distinguishing consumer groups according to their homogenous needs, preferences and usage rates demographic characteristics are taken as prime factors in framing marketing strategies. Demographic characteristics which influence buyers' purchasing decisions are: Gender, age, education, marital status, family size, employment, income etc. The personal characteristics such as buyer’s age, life cycle stage, occupation, economic situation influence a buyer’s decision. Further buying choices are influenced by four major psychological factors: Motivation, Perception, Learning, Beliefs and Attitudes.

In many previous studies, relations between the importance of product aspects and demographic factors have been studied and indicated. However, knowledge of the relation of demographic variables to more specific product aspects is more informative for product development and marketing purposes.

In this research work, researchers had taken six attracting features of two –wheelers purchase namely riding comfort, design and elegance, suspension, mileage and price of the bikes and examine if there is any significant relation/difference between individual demographic characteristics and attracting features of the bikes during the time of two-wheeler purchase. In other words the researchers have tried to find out is there any association between the demographic characteristics and choice of product features.

REVIEW OF LITERATURE:

Arch G. Woodside (1975) examined the influence of gender on purchase decision of automobiles and found that high percentages of husband-dominant families for bringing-up the idea to purchase an automobile. Chinmun Kumar Nath(2006) analyzed the impact of promotional tools on rural and urban customers at the time of buying their two wheelers and highlighted the impact of advertising as the most influencing/motivating factor among rural and urban consumers. Abdul Haneef et. al., (2006) instituted that the personal characteristics such as buyer’s age, life cycle stage, occupation, economic situation and life style influence a buyer’s decision and points that person’s buying choices further influenced by four major psychological factors such as motivation, perception, learning, beliefs and attitudes. Neoh chee yeong’s (2007) results have confirmed that country of origin of brand and consumer ethnocentrism influence consumer purchase preference. Skyline Business School project report (2008) brings attention the influence of demographic characteristics on purchase of motor bikes. According to the study even low income families prefer to buy motorbikes and mostly age group 20 to 25 years and students prefer to purchase bikes than the other age group. It has also been found that most of people decide to acquire motorbikes from getting information from friends and relatives and sale representative. Shaharudin et. al., (2010): Good image from marketing activities such as advertising, sales promotion, customer relationship marketing programs, public relations, sponsorship marketing, and etc. increases the consumer’s desire to buy the product. Subadra et. al., (2010) in their study have found that general influencing factors – external, technical, cost and service do not differ significantly among the respondents of the different age groups in the purchase of motor bikes. Chen1 et. al., (2012) Women choose luxury goods for personal use whereas general products like pen apparels, scooters, cycles for family use. Nikhil Aggarwal (2010) in his dissertation says that all the companies concentrate more on their top brands. The area in which all the companies are lacking is Inputs (Insurance, Free works shop Gifts and Cash discounts). Jagwinder Singh (2011) in his research differentiated the buying behavior of rural households from that of urban households with respect to television (entertainment product), refrigerator (home appliance), and an automobile (two-wheeler, motorcycle and car/jeep). Habitat (rural or urban) has a relation with income and the timing of buying automobile; it differed during the festive / special occasion. Further, there is no association has been observed between habitat and income in case of planning for few days, few weeks and years before buying an automobile. Shaharudin et.al., (2011), The customers are looking at other elements beyond quality perceptions on their purchase decisions and only they themselves understand what they are actually looking for. Buyers may not rely on the perceptions of quality alone in deriving intention to purchase or not to purchase any motorcycle/scooter product. Omesh Chadha (2011) study revealed that most of the respondents were aware of many popular brands of Bikes and customers were found to give more importance to fuel efficiency than to other factors. They believe that the brand name tells them something about product quality, utility, technology and the like.

The consumers prefer to purchase the Bikes which offer high fuel efficiency, good quality, technology, durability and reasonable price. Sher Akbar et. al., (2011) the result has shown that product, price, and place were significance in students’ decision on buying motorcycles. Most respondents have given importance to purchase of the cheapest Motorcycles from competitors. Overall results of this study still give high importance to the price of the product.

RESEARCH OBJECTIVES AND METHODOLOGY:

To describe how different factors attracting the purchase of two wheelers differ in relation to consumers demographic characteristics.

In order to avoid research discrepancies arising out of lack of understanding of questionnaires, initially the questionnaires were tested with five two-wheeler showroom managers and MBA students who having two wheelers-purchase-experiences very recently. On the basis of their recommendation modifications were made in the questionnaire.

Primary data was collected from the customers who have two-wheeler and had purchase experience at some of the two-wheeler showrooms at Coimbatore. Non probability convenient sampling technique is used for selecting the respondent from the total population. Sample size of the study was 294. The data drawn from the various sources were subject to satisfied treatment using the appropriate tables. The data were analyzed and collated in Microsoft excel and SPSS -16.0^th version. The simple percentage analysis and ANOVA-table method were used to analyze the data and analyzed data were interpreted and ledger at the end of the each table.

ANALYSIS AND FINDINGS

Demographic profile of the respondents: All the respondents of the survey are male adults. 44.9% respondents were in the age group of 26-35 years, followed by 33.7% of the samples aged less than 25 and then 19.4% of them were 36-45 years whereas meager 2% of the two wheeler holders were more than 46 years of age. Respondents’ marital status varied relatively with 54.1% of the subjects unmarried and 45.9% of them married. Half of the respondent were (51%) having UG, PG or professional degrees or engineering degrees, 32.7% of them studied up to higher secondary education or diploma/certificate-course holders and 16.3% of the two-wheeler holders were in other categories (poor education or no education).

Age and factors attracting purchase decision:

Hypothesis: There is no significant difference between ages in relation to factor attracting to purchase of two-wheelers.

Descriptive
		N	Mean			N	Mean
Riding Comfort	Up to 25 years	99.00	3.30		Mileage	99.00	3.03
	26- 35 years	132.00	3.20			132.00	3.34
	36-45 years	57.00	2.53			57.00	2.58
	More than 46 years	6.00	4.00			6.00	3.50
	Total	294.00	3.12			294.00	3.09
Design and elegance	Up to 25 years	99.00	4.22		User friendly	99.00	3.00
	26- 35 years	132.00	4.08			132.00	3.32
	36-45 years	57.00	4.49			57.00	4.21
	More than 46 years	6.00	3.50			6.00	4.50
	Total	294.00	4.20			294.00	3.41
Suspension	Up to 25 years	99.00	3.06		Price	99.00	3.06
	26- 35 years	132.00	3.14			132.00	2.66
	36-45 years	57.00	2.95			57.00	3.11
	More than 46 years	6.00	3.50			6.00	1.00
	Total	294.00	3.08			294.00	2.85
ANOVA
		Sum of Squares		df	Mean Square	F	Sig.
Riding Comfort	Between Groups	28.99		3.00	9.66	4.35	0.01
	Within Groups	644.60		290.00	2.22
	Total	673.59		293.00
Design and elegance	Between Groups	9.62		3.00	3.21	2.17	0.09
	Within Groups	428.94		290.00	1.48
	Total	438.56		293.00
Suspension	Between Groups	2.52		3.00	0.84	0.42	0.74
	Within Groups	577.52		290.00	1.99
	Total	580.04		293.00
Mileage	Between Groups	24.56		3.00	8.19	5.91	0.00
	Within Groups	401.96		290.00	1.39
	Total	426.52		293.00
Use friendly	Between Groups	61.41		3.00	20.47	9.03	0.00
	Within Groups	657.61		290.00	2.27
	Total	719.02		293.00
Price	Between Groups	33.45		3.00	11.15	4.61	0.00
	Within Groups	700.66		290.00	2.42
	Total	734.11		293.00

Descriptive
		N	Mean					N		Mean
Riding Comfort	Up to 10000	75.00	3.01		Mileage	Up to 10000		75.00		3.04
	10001 to 20000	129.00	3.18			10001 to 20000		129.00		3.01
	Above 20001	90.00	3.13			Above 20001		90.00		3.26
	Total	294.00	3.12			Total		294.00		3.09
Design and elegance	Up to 10000	75.00	4.51		User friendly	Up to 10000		75.00		3.31
	10001 to 20000	129.00	4.19			10001 to 20000		129.00		3.42
	Above 20001	90.00	3.96			Above 20001		90.00		3.48
	Total	294.00	4.20			Total		294.00		3.41
Suspension	Up to 10000	75.00	3.00		Price	Up to 10000		75.00		3.01
	10001 to 20000	129.00	3.05			10001 to 20000		129.00		2.92
	Above 20001	90.00	3.20			Above 20001		90.00		2.60
	Total	294.00	3.08			Total		294.00		2.85
ANOVA
		Sum of Squares		df		Mean Square	F		Sig.
Riding Comfort	Between Groups	1.31		2.00		0.65	0.28		0.75
	Within Groups	672.29		291.00		2.31
	Total	673.59		293.00
Design and elegance	Between Groups	12.45		2.00		6.23	4.25		0.02
	Within Groups	426.10		291.00		1.46
	Total	438.56		293.00
Suspension	Between Groups	1.92		2.00		0.96	0.48		0.62
	Within Groups	578.12		291.00		1.99
	Total	580.04		293.00
Mileage	Between Groups	3.53		2.00		1.76	1.21		0.30
	Within Groups	422.99		291.00		1.45
	Total	426.52		293.00
User friendly	Between Groups	1.22		2.00		0.61	0.25		0.78
	Within Groups	717.80		291.00		2.47
	Total	719.02		293.00
Price	Between Groups	8.30		2.00		4.15	1.66		0.19
	Within Groups	725.81		291.00		2.49
	Total	734.11		293.00

Descriptive
		N		Mean					N	Mean
Riding comfort	Unmarried	159.00		3.11	Mileage			Unmarried	159.00	3.25
	Married	135.00		3.13				Married	135.00	2.91
	Total	294.00		3.12				Total	294.00	3.09
Design and elegance	Unmarried	159.00		4.15	User friendly			Unmarried	159.00	3.36
	Married	135.00		4.25				Married	135.00	3.47
	Total	294.00		4.20				Total	294.00	3.41
Suspension	Unmarried	159.00		2.94	Price			Unmarried	159.00	2.91
	Married	135.00		3.24				Married	135.00	2.78
	Total	294.00		3.08				Total	294.00	2.85
ANOVA
			Sum of Squares			df	Mean Square		F		Sig.
Riding comfort	Between Groups		0.03			1.00	0.03		0.01		0.91
	Within Groups		673.56			292.00	2.31
	Total		673.59			293.00
Design and elegance	Between Groups		0.74			1.00	0.74		0.50		0.48
	Within Groups		437.81			292.00	1.50
	Total		438.56			293.00
Suspension	Between Groups		6.62			1.00	6.62		3.37		0.07
	Within Groups		573.42			292.00	1.96
	Total		580.04			293.00
Mileage	Between Groups		8.15			1.00	8.15		5.69		0.02
	Within Groups		418.37			292.00	1.43
	Total		426.52			293.00
User friendly	Between Groups		0.85			1.00	0.85		0.35		0.56
	Within Groups		718.17			292.00	2.46
	Total		719.02			293.00
Price	Between Groups		1.19			1.00	1.19		0.48		0.49
	Within Groups		732.92			292.00	2.51
	Total		734.11			293.00

	Descriptive
					N		Mean						N	Mean
	Riding comfort		Student		123.00		2.73		Mileage	Student			123.00	3.24
			Executive/employees		123.00		3.32			Executive/employees			123.00	3.05
			Business/professionals/self employees		48.00		3.63			Business/professionals/self employees			48.00	2.81
			Total		294.00		3.12			Total			294.00	3.09
	Design and elegance		Student		123.00		4.09		User friendly	Student			123.00	3.63
			Executive/employees		123.00		4.25			Executive/employees			123.00	3.39
			Business/professionals/self employees		48.00		4.33			Business/professionals/self employees			48.00	2.88
			Total		294.00		4.20			Total			294.00	3.41
	Suspension		Student		123.00		2.90		Price	Student			123.00	3.12
			Executive/employees		123.00		3.24			Executive/employees			123.00	2.54
			Business/professionals/self employees		48.00		3.13			Business/professionals/self employees			48.00	2.94
			Total		294.00		3.08			Total			294.00	2.85
ANOVA
				Sum of Squares		df		Mean Square			F	Sig.
Riding comfort		Between Groups		35.56		2.00		17.78			8.11	0.00
		Within Groups		638.03		291.00		2.19
		Total		673.59		293.00
Design and elegance		Between Groups		2.69		2.00		1.34			0.90	0.41
		Within Groups		435.87		291.00		1.50
		Total		438.56		293.00
Suspension		Between Groups		7.28		2.00		3.64			1.85	0.16
		Within Groups		572.76		291.00		1.97
		Total		580.04		293.00
Mileage		Between Groups		6.82		2.00		3.41			2.36	0.10
		Within Groups		419.70		291.00		1.44
		Total		426.52		293.00
User friendly		Between Groups		19.97		2.00		9.98			4.16	0.02
		Within Groups		699.05		291.00		2.40
		Total		719.02		293.00
Price		Between Groups		21.54		2.00		10.77			4.40	0.01
		Within Groups		712.57		291.00		2.45
		Total		734.11		293.00

The framed null hypothesis is partially rejected as it is investigated that except the three factors riding comfort, User friendly and Price, other factors were insignificantly related to the occupation of the two wheeler holders. The descriptive mean analysis suggests that most of the student category consumers were more attracted by price and user friendly factors whereas business and professionals had given importance to riding comfort of the bike.

DISCUSSION:

Buyer’s behavior and buying decisions are influenced by plethora of factors. Importantly, demographic variables like age, sex, family size cycle, income, education, occupation, religion, race, cast and nationality, etc play very significant influence in purchase of any products and services. Hence, in this research, researchers analyzed how demographic factors like age, income, occupation, marital status associates with selected features of two-wheelers. Researchers investigated how riding comfort, design and elegance, suspension, mileage, unfriendly and price were influenced by the consumer’s demographic factors. The result have shown that product features have significantly affected the decision making process of the consumers and also these product features significantly differed and attracted the consumers with respect to different demographic character tics. The respondents from the age group of more than forty six years have given more importance to purchase factors like riding comfort, mileage, user friendly. Price was more considered by middle age consumers. Further research found that Design and elegance of the bikes and suspension of the bike were equally considered by all age groups. However, further research required to conclude that whether features of the products will differ to younger age or not in different geographical locations. Consumers who fall under monthly income of up to ten thousand have given importance to design and elegance than the other monthly income groups. Spinster consumers have given more importance to mileage than the married consumers. Depending on the nature of jobs too people's intention to purchase of bike differs. Student’s category of consumers has given more importance to user friendly factors where as business and professionals have given importance to riding comfort of the bike.

CONCLUSION:

In the final analysis, the researchers have come to understand that different demographic factors have different influence on each of the product features. It can be concluded that, while the younger age group focus on elegance and external factors of the products as they grow in the age, the choice is more towards comfort, mileage, and price. There is bit of distortion in this that when the consumers income is considered, the low income group are cost conscious and high income group are look –conscious. Again, when educational back ground is considered the not well educated go much for look and studied go for price and comfort. Thus from the study , researchers can recommend marketers have to be very clear and specific in defining the market segmentation, profiling consumer, designing the target market as well as in devising promotional mix. This research is intended to be useful in such aspects.

This study has provided some serious insights into the implication of demographic factors for Two-wheeler companies and marketers in India. It provides an insight into how factors attracting purchase behavior differ to demographic factors of the consumer’s. More importantly, it would help the marketers in the formulation of appropriate strategies to promote their brand of bikes. This study has investigated six prime attracting factors effecting consumer decision making. Still there are different other factors that motivate, attract the consumers purchasing decisions which can be considered in the study to arrive at more accurate findings.

REFERENCE:

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13. Study on the factors leading to the purchase of motorbikes Posted by Skyline Business School / August 12, 2010 / in Dissertation , http://www.skylinecollege.com/blog/dissertation/study-on-the-factors-leading-to-the-purchase-of-motorbikes.

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Received on 08.10.2012 Modified on 20.10.2012

Asian J. Management 3(4): Oct.-Dec., 2012 page 204-209