Pre-purchase behavior amongst the youth for two wheelers – with special reference to Mumbai city

India has immense potential with good amount of disposable income, due to this automobile giants are looking at India as a very potential market for their growth and expansion. Earlier two wheeler manufacturers across the globe were not interested to enter the Indian market because of the mindset of the Indian consumers for two wheelers was such, that they should offer them the comfort of four wheeler while giving the mileage of the two wheeler. In early 21^st century Indian two wheeler sectors began to witness the revolution with emergence of this young India having disposable income with them to spend on quality, luxury and status symbol. In that period two wheeler industries started to roll out new models of bikes. Indian two wheeler sector witnessed the immerges of bikes which were shifted to the aesthetics and power rather than cost and mileage as their USP. Most of young crowd wants the bike which looks sportier, having decent mileage and which is available at decent price. At the same time girls preferred non-geared bikes like scooty and activa as they were easy to ride and were available in bright and vibrant shades of colours, while employed young professionals were more inclined towards the bikes which were good in terms of aesthetics at the same time having good mileage were the bikes that they preferred.