Factors Influencing Consumer Buying Behavior Towards Bikes Among Indian Youth: A Study

The paper aims to study different factors of consumer buying behavior in purchasing bikes and their preferences. The paper is based on the recommendations of previous studies; the scale was constructed to find out the factors to understand consumer behavior in purchasing bikes. The present study used a sample of 200 actual consumers who had purchased the bike of price range between Rs 38000 to 50000/- within one year of time. The responses were collected through structured likert scale questionnaire. The factors which find out from the study were- sitting & service comfort, price, maintenance, fuel efficiency and Performance & style. The study helps us to understand the change in the demand pattern, act as a ladder to develop the product & further more. The researcher will further attempt to examine behavior of consumer for high end bikes & more.