Do Indians Choose Bikes in Congruence with their Personality?

Transferring of human personality traits to non-living is a relatively new concept in terms of in-depth research. Marketing have taken clue from this and have started seeing personality for brands. Current study is an attempt to find out the brand personality dimensions of bikes using the Aaker scale. It was further attempted to find out brand personality of major bike brands. The relationship of this brand personality with human personality is also studied. Results of the study resulted into eight dimensions of brand personality: Sophistication, Reliable, Rough, Distinctive, Competence, Cool, Intelligent and Excitement. Out of the eight dimensions of brand personality identified, 3 dimensions (Sophistication, Competence and Excitement) are same as was proposed by Aaker. Study establishes the brand personality of major bike brands as: Hero Splender: -Reliable, Tough and Competent. Bajaj Platina-Tough. Bajaj Discover and Pulsar-Sophistication, Reliable, Tough, Competent, Cool, Intelligent and Daring. Study further concluded that though there exist a statistically significant relationship between Brand personality and Human personality but this relationship is very weak.