Exploringthe buying motives for two-wheelers: A special focus to the two-wheeler owners in Malappuram district of Kerala

The primary objective of marketing is to satisfy the needs and wants of the customers. People buy goods and services based on their own reasons and logics. They may ormay not be intelligent or rational, but they make decision based on those reasons and logics. Behind every purchase there will be a buying motive and these buying motives may differ among the people for the same kind of purchase. It has become imperative for themarketers to understand thebuying motives as they are likely to encounter them in the course of the sale. This knowledge of the buying motives will enable the marketers to formulate their marketing programmes in such a way that the same product appeases the different motives of the buyers. It alsoequips them to work out strategies for attracting new customers to their business without losing the loyalty of the existing customers. The present study is intended to investigate and identify buying motives that have more effects on purchase decision of two wheelers and to analyze the effects of the socio-economic characteristics of consumers on their buying motives towards two wheelers. This study is based on a questionnaire survey conducted among 681 Two-wheeler users in Malappuram district of Kerala. Statistical tools like Chi-square analysis, ANOVA, Z-Test, Multiple Correlation, Multiple Regression and Friedman Test has been used for the meaningful analysis and interpretation of data.