Exploring The Buying Motives For Two-Wheelers: A Special Focus To The Two-Wheeler Owners in Malappuram District of Kerala

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ISSN:2249-7137 Vol. 6 Issue 5, May 2016 Impact Factor: SJIF 2013=5.09

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EXPLORINGTHE BUYING MOTIVES FOR TWO-WHEELERS:A SPECIAL
FOCUS TO THE TWO-WHEELER OWNERS IN MALAPPURAM DISTRICT
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K.P Najeemudeen*; Dr. N. Panchanatham
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ACADEMICIA:
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Multidisciplinary
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( A D o u b le B l i n d R e fe r e e d & R e v ie we d I nt e r na t io na l J o ur na l)
EXPLORINGTHE BUYING MOTIVES FOR TWO-WHEELERS:A

SPECIAL FOCUS TO THE TWO-WHEELER OWNERS IN
MALAPPURAM DISTRICT OF KERALA
K.P Najeemudeen*; Dr. N. Panchanatham**
* Assistant Professor,
Jawaharlal Business School,
Ottapalam, Kerala and Research Scholar,
KarpagamAcademy of Higher Education,
Coimbatore, Tamil Nadu.
** Professor, MBA Department,
Annamalai University, Chidambaram,
Tamil Nadu and Research Supervisor,
KarpagamAcademy of Higher Education,
Coimbatore, Tamil Nadu.
_____________________________________________________________________________
ABSTRACT
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.

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KEYWORDS: Buying Motives, Consumer Behaviour, Two-wheeler, Bike, Scooter, Automobile
INTRODUCTION
Motivevs Buying Motive
According to William J. Stanton (1991), “A motive can be defined as a drive or an urge for
which an individual seeks satisfaction. It becomes a buying motive when the individual seeks
satisfaction through the purchase of something.” In that sense, Buying Motives arethe sum total
of desires, considerations and impulses which induce a buyer to purchase a given product. In the
words of Prof. D. J. Duncan (2002), “Buying Motives are those influences or considerations
which provide the impulse to buy, induce action and determine choice in the purchase of goods
and services.”Businessdictionary.com explains buying motive as “the combination of facts and
the emotional state of a person that generates a feeling within them that they need to purchase an
item, as well as the factors that influence their eventual choice of a particular product”. Basically,
buying motives are of two kinds: Product motives and Patronage motives.
1. Product Motives
The motives or impulses that prompt a customertowards the purchase of a particular product are
called product motives. In other words, buying motives refer to those influences and reasons,
which persuadea buyer to purchase a particular product in preference to other products. They
include the physical appearance of the product like design, shape, size, colour, packaging,
performance, priceetc. or the psychological attractions of the product such as utility of the
product, enhancement of social prestige or status of the buyer through its possession, sense of
security felt by the customer through its possession etc. In short, buying motivesindicates all
those features or attributes of a product thatmotivates a buyer to buy it in preference to other
products. On the basis of the nature of satisfaction the buyer is looking for, Product motives can
be classified in to two: Emotional product motives and Rational product motives.
A. Emotional Product Motives
Emotional Product Motives are those impulses or reasons that motivate a consumer to purchase a
product spontaneously and without any forethought on the consequences of the action or
decision. There won‟t be any evaluation of the pros and cons or logical reasoning behind such
purchase decisions. Here the buyer allows his heart to rule over his mind. Emotional product
motives usually appeal to the buyers‟ sense of ego, to showcase his social status, his tendency to
imitate/emulate others or to convey his feeling of love and affection to his close friends and
family members. Emotional product buying motives include Pride/prestige of ownership,
Emulation or Imitating others, Affection towards beloved ones, Desire for comfort, Craze for
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Sex appeal, Ambition to own a product, Desire for distinctiveness or individuality, Desire for
recreation or pleasure, Hunger and thirst and finally the Habit of the customer.
b. Rational Product Motives
In contrast to Emotional product motives, Rational product motives are characterized by careful
evaluation and logical analysis of the tentative purchase. The buyer will examine whether it is
worthwhile to buy the product or not. He will pay due adage to the purpose to be served by the
intended product purchase, the various alternatives available and so on. He will alsoevaluate and
work out some valid and relevant reasons to justify his purchase decision of the product. Rational
product buying motives includes economical price, necessity of the product, utility expected
from it consumption, durability and convenience of the product etc.
2. Patronage Motives
Patronage buying motives refer to those motives or impulses that prompt a person to buy the
product he wants from a particular shop in preference to other shops. In other words,
considerations or reasons, which make a buyer to become loyal to a particular shop or seller
compared to others while making his purchase, are termed as Patronage Motives.These kinds of
motives are again classified in to two, namely,Emotional patronage motives and Rational
patronage motives.
a. Emotional Patronage Motives
Emotional Patronage Motives are those motivesthat prompt a customer to purchase from a
specific shop or dealer. This purchase decision might not be backed by any logical reasoning or
analysis. The buyer may simply decide to purchase the product from his „favourite‟ shop, based
on mere subjective reasons such as the desire to gain social recognition, urge to emulate others
etc. In short, if a buyer solicits a particular shop or dealer without the support of any logical
analysis or reasoning, he is supposed to have been influenced by Emotional Patronage Motives.
Emotional patronage buying motives include the appearance of the shop, display of goods in the
shop, referrals from others, imitation, prestige, habit of the customer etc.
b. Rational Patronage Motives
If a buyer patronises a particular shop or seller after careful scrutiny and logical reasoning, he is
said to have been influenced by rational patronage motives. He may select a shop because of the
wide variety of products available there, quick access to latest designs and models, promptness in
delivery, quality of after sales serviceetc. In other words, when a buyer patronises a shop much
logical reasoning and careful thinking he is under the influence of Rational patronage buying
motives. Rational patronage buying motives include convenient location/Proximity, low price

7
charged by the shop, credit facilities offered, value added services offered, efficiency of
salesmen, variety of choice, hospitality, reputation of the shop etc.
Understanding buying motives and knowing customers is not that easy. Consumers may say one
thing but do another. They may not necessarily be guided by their deeper motivations. They may
positively react to those impulses that can change their decisionat the last minute. Despite of
their size and strength, the companies today can make profit only from a clear understanding of
their buyers and their buying motives.
REVIEW OF LITERATURE
Anand Christopher J and Franklin John S (2013) in their study „Influence of Peer in Purchase
Decision Making of Two-Wheelers: A Study Conducted in Coimbatore‟ revealed that peer
influence have an effect on the buying behavior of the two-wheeler purchasers. More specifically
purchasers belonging to the age group of 40-50 years significantly get influenced by their
peers.Bilal SirajuddinLuhar (2013), in his study „Factor Influencing Purchase Decision of Two
Wheeler in Himmatnagar‟ analyzed the impact of behavioral factors of consumers on choosing
particular brand of Two-wheeler. As per his findings, most of the people use two-wheeler for
their occupational needs.Devasenathipathi T and Saravanan S (2013) in their study „Influence of
Gender, Age and Marital Status on Factors of Purchase Procrastination with Special Reference
to Two-Wheeler Market‟ revealed that gender and age of the subjects were partially significant
with purchase procrastination factors at the time of buying vehicle. Furthermore, male consumers
within the age group of 31 to 45 years tend to procrastinate their purchase decision due to
confusion and insufficient information.Kuna Sharma (2010), made a study titled „Market survey
on the decision making process purchase the motorcycle among the resident of the Jalandhar
city‟ and identified that influence of friends became a dominant factor in two-wheeler
purchase.Brands like Bullet,CBZ and Pulsar were purchased more for prestige than for any other
reason.
MallikarjunaReddyK(2006) through his study „Consumer Behaviour Towards Two-Wheeler

Motor Bikes‟identified that Hero Honda bike is more popular with the students, TVS is more
popular with the employees, whereas Businessmen are opting for Yamaha two-wheelers.Peeyush
K Pandey (2014) in his study titled, „Choice Determinants of Rural and Urban Consumers: with
Special Reference to Two-Wheelers‟, indicated that Two-wheeler companies cannot bifurcate the
customers as rural and urban. Today‟s customers are being exposed by global environment and
having the bunch of information,that is why technological aspect could not be treated as
discounted dimension of product in the case of rural customers.PrabhatChakradhari (2013) in his
study, „A Study on the Factors Influencing the Purchase of Bikes‟ identified that majority of
respondent are using bikes for personal purpose as well as professional purpose, whereas,
Prialatha P and Malar Mathi K (2011)through their study titled „A Study on Consumer
Preference for Two-Wheelers in Rural Markets of Coimbatore District‟ identified that a majority
of respondents use their two-wheeler for personal purpose.RanjitMundu, Herat Trivedi and
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YuvrajKurade (2011)in their study titled „Analysis of Factors Influencing Two Wheeler
Purchases by Women‟, put forward that the women tend to base their buying decision on the ease
of handling of the vehicle. Also, the mileage and price are considered as important factors,
especially for the population that has an annual income less than Rs.40000. First time buyers are
more affected by the price of the vehicle.
Ramana D.V and Subbaiah P in their paper „A Study on Pre-purchase Behaviour of Two-Wheeler
Motorcycle Users in Nellore District, Andhra Pradesh, India‟,revealed that demographic factors
of the motorcycle buyers showed influence over the purchase decision of motorcycle with
respect to time gap. It is also evident that consumers are not buying the product immediately
after getting off idea. Majority of the customers are taking one to three months‟ time gap
between contemplation to buy and actual buying of the product.Saravanan S, Panchanatham N
and Pragadeeswaran S (2009) made a study titled „Consumer Behaviour Towards Showroom
Services of Two-Wheelers with Reference to Cuddalore District‟ to find out the consumer
behavior towards showroom service of two wheelers based on socio-economic characteristics
such as age, gender, occupation, family income, educational level and so on. The result shows
that students and employees are more satisfied about show room services. Demographic
variables such as marital status and size of the family give significant effect related to show room
services.Sathish M and Pugazhendi A (2011), made a study titled „A Study on Consumer
Behaviour of Automobile Products with Special Reference to Two-wheeler in Tirunelveli City
Tamil Nadu, India‟ and identified that the consumer while deciding about buying a two-wheeler
product sees his needs, purchasing power and price of the two-wheeler. It was found that
consumers prefer two-wheelers because of its utility and easy handling in heavy rough
traffic.Senthil Kumar A and Rajesh M (2014), through their study „A Study on Impact of
Advertisement on Buying Behaviour of Consumers with Special Reference to Two-Wheeler
Customers in Chennai City‟, realized that the personal factors like age, education, occupation,
gender and income influence the factors of advertisement pertaining to buying motives, buying
decision and post purchase behaviour.SheetalSoniandAbhishekSoni (2012)in their study
„Consumer Behaviour Towards Two-Wheeler Bikes – A Comparative Study of Rural and Urban
Consumers of Jodhpur District of Rajasthan‟ propounded that urban consumers appear to
consider more number of brands before making a purchase, than their rural counterparts.Syed
Arish Abbas (2012) in his paper, „An Analytical Study of Consumer Behavior while Buying
Motorcycle‟, identified that motorcycle users mostly belong to middle class and upper middle
class segment, which have annual family income of Rs.2 to 4 lakhs and above. The reasons for
buying two wheeler are good mileage, convenience, business purpose, cost effectiveness, driving
comfort on crowded roads, easy parking, going to college, short distance travel in city, affordable
price and the pride of owning a personal vehicle.
However, the present study differs from the above, in that the buyerbehaviour in Malappuram
district of Kerala state is sought to be analyzed here.The scope and the area of the study are
unique in nature.

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OBJECTIVES OF THE STUDY
The objectives of the study include the following:

1. To investigate and identify buying motives that have more effects on purchase decision of the
customers towards two wheelers.
2. To analyze demographic characteristics of the respondents and their relative effects on the
buying motives towards two wheelers.
SCOPE OF THE STUDY
The present research work is conducted within the Malappuram district of Kerala. According to
2011 census, Malappuramdistrict have a population of 4,110,956. At a population growth rate of
13.39%,the district has a population density of 1,158 inhabitants per square kilometer. The
census statistics also indicates a sex ratio of 1096 females for every 1000 males and a literacy
rate of 93.55% in this district. Agriculture is the primary occupation of the people which is
supplemented by other industries like timber industry, fishery, tourism, textile and spice trading.
The income earned abroad by the native migrants in Middle-East is a significant source of
revenue to the district.The main reason for selecting this location for study is that this place is
one of the booming markets for two-wheelers in Kerala.
RESEARCH METHODOLOGY
This study covers a period of 5 years from January 2011 to December 2015. Both primary and
secondary data are used for this study. Primary data spring from the concerned respondents of
the present study using an interview schedule. A total of 1000 Interview schedules were prepared
and circulated among the respondents. Out of this, only 714 interview schedules were filled up
and collected. A scrutiny of these schedules led to the rejection of 33 interview schedules on
account of incomplete responses. Thus 681 completed interview schedules were used for the
present study. There for the actual sample size for the study is 681. Statistical tools like Chi-
square analysis, ANOVA, Z-Test, Multiple Correlation, Multiple Regression and Friedman
Testhas been used for the meaningful analysis and interpretation of data using SPSS. Secondary
data have been collected from various books, journals, research reports, magazines, websites and
other records.
DATA ANALYSIS AND INTERPRETATION
Socio-Economic Characteristics and Two-wheeler Usage Pattern of the Consumers
A proper knowledge of the social, economic, cultural, behavioral, demographic and

psychographic pattern of the consumers are very much crucial for the clear cut understanding of
the findings of a research project and its further successful implementation. The socio-economic
characteristics and Two-wheeler usage pattern of the 681 Two-wheeler userssurveyed for this
study can be understood from Table 1.
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Table 1:Socio-Economic Characteristics and Two-wheeler Usage Pattern of the Consumers
Factor Variable Frequency Percentage
Male 500 73.4
Gender Female 181 26.6
Total 681 100
Less than 25 301 44.2
26-35 209 30.7
Age 36-45 121 17.8
Above 45 50 7.3
Total 681 100
SSLC 151 22.2
Higher Secondary 195 28.6
UG 243 35.7
Education Qualification
PG 56 8.2
Others 36 5.3
Total 681 100
Unemployed 98 14.4
Daily wage 98 14.4
Private 161 23.6
Teacher 41 6
Occupation
Own Business 115 16.9
Student 115 16.9
Government 53 7.8
Total 681 100
No income 208 30.5
Less than 10,000 210 30.8
10,001 to 20,000 170 25
Monthly Income 20,001 to 30,000 52 7.6
30,001 to 40000 22 3.2
Above 40,001 19 2.8
Total 681 100
Married 368 54
Marital Status Single 313 46
Total 681 100
Up to 3 members 82 12
4-5 members 379 55.7
Family Size 6-7 members 160 23.5
More than 7
60 8.8
members

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Total 681 100
Joint family 124 18.2
Nature of Family Nuclear family 557 81.8
Total 681 100
Urban 156 22.9
Regional Background Rural 525 77.1
Total 681 100
Hero 285 41.9
TVS 55 8.1
Yamaha 68 10
Suzuki 37 5.4
Brand of Two-wheeler owned Honda 150 22
Royal Enfield 16 2.3
Bajaj 58 8.5
Mahindra 12 1.8
Total 681 100
Bike 365 53.6
Type of Two-wheeler owned Scooter 316 46.4
Total 681 100
Yes 546 80.2
First Two-wheeler ownership No 135 19.8
Total 681 100
Less than 1 Year 235 34.5
Duration of using the present Two- 1 – 2 Years 129 18.9
wheeler Above 2 Years 317 46.5
Total 681 100
Dealer 476 69.9
Point of Purchase Sub dealer 205 30.1
Total 681 100
Ready Cash 403 59.2
Bank Loan 146 21.4
Private Finance 80 11.7
Mode of Purchase Company Loan 13 1.9
Society Loan 28 4.1
Others 11 1.6
Total 681 100
Less than 55000 229 33.6
Price of Two-wheeler 55001 to 66000 291 42.7
66001 and Above 161 23.6

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Total 681 100
100 CC 170 25
101-110 CC 171 25.1
111-125 CC 196 28.8
Displacement of Two-wheeler
126-250 CC 127 18.6
Above 250 CC 17 2.5
Total 681 100
Less than 20 Km 432 63.4
21 – 40 Km 163 23.9
Distance travelled per day in Two-
41 – 60 Km 62 9.1
wheeler
Above 60 Km 24 3.5
Total 681 100
up to Rs.1000 377 55.4
Rs.1001 to 2000 216 31.7
Avg. monthly expenditure on Two-
Rs.2001 to 3000 70 10.3
wheeler
Above Rs.3001 18 2.6
Total 681 100
1-3 Years 344 50.5
4-6 Years 208 30.5
Period of using a Two-wheeler
More than 6 Years 129 18.9
Total 681 100
1 422 62
2 152 22.3
No. of Brands considered 3 78 11.5
4 and above 29 4.3
Total 681 100
1 562 82.5
2 95 14
No. of Two-wheelers owned
3 24 3.5
Total 681 100
Yes 113 16.6
Planning to buy one more Two-wheeler No 568 83.4
Total 681 100
Yes 164 24.1
Planning to exchange the two-wheeler No 517 75.9
Total 681 100
Two-wheelers are mostly used by men than women. Hence the researcher has given emphasis to
males for this study. 73 percent of the Two-wheeler users surveyed here are males. As Two-

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wheelers are more popular among the youth, that too in the age group of 15-35, almost 75
percent of the Two-wheeler users surveyed hereare below 35 years of age. With respect to
Educational Qualification 36 percent of the Two-wheeler users are Graduates while 50 percent of
them comprises of higher secondary and below. Also majority of the Two-wheeler users are
students with no income or working class with an income level less than Rs.20000. This clearly
states that Two-wheelers are mostly preferred by students and the customers with a monthly
income of less than Rs.20000. It is also clearly understood from the above table that 82 percent
of the Two-wheeler users aremembers of Nuclear family and hence we can assume that Two-
wheelers are mostly preferred by Nuclear family with a size f 3-4 members. It is a known fact
that the rural customers are more inclined towards Two-wheelers than their urban counterparts
because of poor rural road infrastructure and non-affordability of cars. In the present study also
almost 77 percent of the Two-wheeler users surveyed are hailing from a rural background.
Table 2:
ANOVA Table: Influence of Socio-Economic Factors and Two-wheeler Usage Pattern on

Buying Motives towards Two-Wheelers
Std.
Variables Group N Mean F/T Sig.
Deviation
Less than 25 Years 301 48.5 7.78

26-35 Years 209 47.68 7.79
Age 36-45 Years 121 47.03 8.38 6.281 0.00(*)
Above 45 Years 50 43.42 6.92
Total 681 47.61 7.92
Unemployed 98 47.94 8.13
Daily wage 98 48.27 8.53
Private 161 46.77 7.71
Teacher 41 47.69 7.37
Occupation 3.841 0.00(*)
Own business 115 48.74 8.71
Student 115 48.75 6.64
Government 53 43.38 6.88
Total 681 47.61 7.92
Married 368 46.77 7.75
Marital Status -3.034 0.00(*)
Single 313 48.6 8.02
Up to Rs.1000 377 46.48 7.4
Average
Rs.1001 to 2000 216 48.8 8.05
Monthly
Rs.2001 to 3000 70 49.76 9.27 6.189 0.00(*)
Expenditure on
Above Rs.3001 18 48.83 8.1
Two-wheeler
Total 681 47.61 7.92

14
*- Significant at 0.05 level
Through the results of ANOVA test we could find that there is significant difference in the mean
scores of buying motives based on the Age, Occupation, Marital Status and Average Monthly
Expenditure on Two-wheeler of the Two-wheeler users surveyed here(from Table 2). It can also
be understood that there is no significant difference in the mean scores of buying motives based
on the Gender, Educational Qualification, Monthly Income, Size of the Family, Nature of
Family, Regional Background, Brand of Two-wheeler owned, Type of Two-wheeler owned,
Duration of using the existingTwo-wheeler, Point of Purchase of the Two-wheeler, Mode of
purchase, Price of the Two-wheeler, Displacement of Two-wheeler, Distance travelled per day,
Duration of changing the Two-wheeler, No. of Brands considered before finalizing the existing
one, Intention to buy one more Two- wheeler andIntention to exchange the existing Two-wheeler
for a new one.
Effect of Socio-Economic Variables and Two-wheeler Usage Pattern of the Respondents

ontheir Buying Motives towards Two-wheelers
Multiple regression analysis was used to find out the effect of several socio-economic variables
and Two-wheeler Usage Patternlike Age, Sex, Educational Qualification, Occupation, Monthly
Income, Marital Status, Size of the Family, Nature of Family, Regional Background, Brand of
Two-wheeler owned, Type of Two-wheeler owned, Duration of using the existingTwo-wheeler,
Point of Purchase of the Two-wheeler, Mode of purchase, Price of the Two-wheeler,
Displacement of Two-wheeler, Distance travelled per day, Average Monthly Expenditure on
Two-wheeler, Duration of changing the Two-wheeler, No. of Brands considered before
finalizing the existing one, Intention to buy one more Two- wheeler andIntention to exchange the
existing Two-wheeler for a new one on the overall buying motives of the respondents.
Table 3:
Multiple Regression Analysis: Effect of Socio-Economic Variables and Two-wheeler Usage

Pattern of the Respondents on their Buying Motives towards Two-wheelers
Std. Regression
Variables Mean t sig
Deviation coefficient
Gender 1.27 0.44 -0.13 -2.16 0.03(*)
Age 1.88 0.95 -0.10 -1.75 0.08(NS)
Educational Qualification 2.46 1.08 -0.03 -0.76 0.45(NS)
Occupation 3.78 1.90 -0.03 -0.88 0.38(NS)
Monthly Income 2.31 1.23 -0.03 -0.67 0.50(NS)
Marital Status 1.46 0.50 0.00 0.06 0.95(NS)

15
Family Size 2.29 0.79 0.03 0.53 0.60(NS)
Nature of Family 1.82 0.39 0.05 0.91 0.36(NS)
Regional Background 1.77 0.42 -0.04 -1.11 0.27(NS)
Brand of Two-wheeler owned 4.08 2.17 0.02 0.42 0.68(NS)
Type of Two- wheeler owned 1.46 0.50 -0.01 -0.12 0.91(NS)
First time buyer 1.20 0.40 0.03 0.76 0.45(NS)
Duration of usage 2.12 0.89 -0.02 -0.45 0.65(NS)
Point of Purchase 1.30 0.46 0.02 0.56 0.58(NS)
Mode of purchase 1.75 1.16 0.00 -0.03 0.98(NS)
Price of Two-wheeler 1.90 0.75 -0.04 -0.76 0.45(NS)
Displacement of Two- wheeler 2.49 1.13 -0.04 -0.75 0.45(NS)
Distance travelled per day on
1.53 0.80 -0.08 -2.12 0.04(*)
Two-wheeler
Average Monthly Expenditure
1.60 0.78 0.16 4.06 0.00(*)
on Two-wheeler
Duration of changing Two-
1.87 1.12 -0.16 -3.9 0.00(*)
wheeler
Number of Brands considered 1.58 0.85 0.02 0.44 0.66(NS)
Intention to buy one more Two-
1.83 0.37 -0.15 -3.66 0.00(*)
wheeler
Intention to exchange existing
1.76 0.43 0.04 0.95 0.34(NS)
Two-wheeler
*- Significant at 0.05 level
r = 0.332, r2= 0.110, F=3.544*
From Table 3 it is seen that Multiple Correlation value is 0.332 (r) which indicates that there is
moderate level of correlation between buying motives and the set of predictor variables. r 2value
(0.110) when expressed in terms of percentage shows that 11% of the variation in buying
motiveshas been explained by the set of independent variables.
When the individual correlation between buying motivesand other set of independent variables
were calculated, it shows that the socio economic variables like Educational Qualification,
Occupation, Monthly Income, Marital Status, Size of the Family, Nature of Family, Regional
Background, Brand of Two-wheeler owned, Type of Two-wheeler owned, Duration of using the
existingTwo-wheeler, Point of Purchase of the Two-wheeler, Mode of purchase, Price of the
Two-wheeler, Displacement of Two-wheeler, Distance travelled per day, No. of Brands
considered before finalizing the existing one andIntention to exchange the existing Two-wheeler
for a new onehave very low correlation with buying motives. Whereas Age, Gender, Average

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Monthly Expenditure on Two-wheeler, Duration of changing the Two-wheeler and Intention to
buy one more Two-wheeler have moderate correlation with buying motives.
The regression coefficient gives the effect of each of the independent variable separately on
buying motives. Among the selected variables Gender,Age, Educational Qualification,
Occupation, Monthly Income, Regional Background, Type of Two-wheeler owned, Duration of
using Two-wheeler, Mode of Purchase, Price of Two-wheeler, Displacement of Two-wheeler,
Distance travelled per day, Duration of changing Two-wheeler and Intention to buy one more
Two-wheeler have negative effect on buying motives.
Hence among the socio economic and Two-wheeler Usage PatternvariablesGender, Distance
travelled per day, Average Monthly Expenditure on Two-wheeler, Duration of changing Two-
wheeler and Intention to buy one more Two-wheeler are chosen to be the predictor variables for
buying motives.
Table 4:
Order of Importance of the Buying Motives of the Respondents towards Two-wheelers
Std. Mean Order of

Buying Motive N Mean Minimum Maximum
Deviation Rank Importance
Personal Use 681 4.20 0.90 1 5 12.67 1
Travelling with Family 681 3.82 0.96 1 5 11.38 4
Occupational Needs 681 3.76 1.03 1 5 11.09 5
Racing, Sporting
681 2.00 0.98 1 5 5.17 15
&Trekking
For getting a job 681 2.19 1.02 1 5 5.78 14
Leasing/Renting Purpose 681 1.84 0.93 1 5 4.57 16
Upgrade to Latest Model 681 2.25 1.08 1 5 5.99 13
Status Symbol 681 2.67 1.17 1 5 7.44 10
Peer Influence 681 2.62 1.18 1 5 7.25 12
Shortage of Public
681 2.72 1.19 1 5 7.73 9
Transport
Unwillingness to travel by
681 3.21 1.14 1 5 9.32 6
Bus/Auto
Better handling on
681 3.89 0.96 1 5 11.57 3
congested roads
Easy to Park 681 3.93 0.96 1 5 11.71 2
Unwillingness to walk 681 2.61 1.24 1 5 7.35 11
Unwillingness to ride a
681 2.80 1.26 1 5 7.94 8
bicycle
Non-affordability of Car 681 3.11 1.35 1 5 9.06 7

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Test Statisticsa
N 681
Chi-Square 3658.82
df 15
Asymp. Sig. 0
a. Friedman Test
Through the use of Friedman Test the order of importance of the buying motives of the
respondents towards Two-wheelers is understood from this descriptive table. In this table, the
significance (.000) is less than 0.05 which means that the ranks given to the factors are not the
same. We can clearly understand from this table that most of the customers are buying Two-
wheelers for their personal use, short distance travelling with family and occupational needs.
Also it is evident from this table that Ease of parking, Better handling on congested roads and
inconvenience/unwillingness to travel by bus/auto are the major motives for the customers to buy
Two-wheelers.Due to its ease of handling, higher mileage and lower maintenance cost Two-
wheeler is the first choice of the customers for their personal use and short distance travelling
with family. Also many companies are motivating their staffs to use good fuel efficient Two-
wheelers for their occupational needs. Even many companies insists on „Own two-wheeler‟ as a
prerequisite for getting employment with them. Also in modern congested city traffics where the
abundance of vehicles are raising a serious problem due to heavy pollution and shortage of
parking space, with no doubt, one can say that Two-wheelers are the best mode of conveyance.
Even in rural areas characterized by bumpy roads and narrow lanes, Two-wheeler is the best
choice of personal vehicle.
This theory is substantiated bySathish M and Pugazhendi A (2011), in their paper „A Study on
Consumer Behaviour of Automobile Products with Special Reference to Two-wheeler in
Tirunelveli City Tamil Nadu, India‟ in which they identified that the consumer while deciding
about buying a two-wheeler product sees his needs, purchasing power and price of the two-
wheeler. It was also found that consumers prefer two-wheelers because of its utility and easy
handling in heavy rough traffic. This is further supplemented by Syed Arish Abbas (2012) in his
paper, „An Analytical Study of Consumer Behavior while Buying Motorcycle‟, in which he enlists
the reasons for buying two wheeler as good mileage, convenience, business purpose, cost
effectiveness, driving comfort on crowded roads, easy parking, college going purpose, short
distance travel in city, affordable price and the pride of owning a personal
vehicle.PrabhatChakradhari (2013) in his study, „A Study on the Factors Influencing the
Purchase of Bikes‟ identified that majority of respondent are using bikes for personal purpose as
well as professional purpose, whereas, Prialatha P and Malar Mathi K (2011) through their study
titled „A Study on Consumer Preference for Two-Wheelers in Rural Markets of Coimbatore
District‟ identified that a majority of respondents use their two-wheeler for personal purpose
while SirajuddinLuhar (2013), in his study „Factor Influencing Purchase Decision of Two

18
Wheeler in Himmatnagar‟ found thatmost of the people use two-wheeler for their occupational
needs.
FINDINGS
1. Gender, Age, Occupation and Marital Status of the respondents have an impact onthe buying
motives of the customers towards Two-wheelers.
2. Two-wheelers are mostly preferred by students and the customers with a monthly income of
less than Rs.20,000.
3. Two-wheelers are mostly preferred by Nuclear family with a size of 3-4 members.
4. Rural customers have a more inclination towards Two-wheelers than urban customers.
5. Average monthly expenditure on Two-wheeler and the duration of changing the Two-
wheeler also have some bearing upon the buying motives of the customers towards Two-
wheelers.
6. Most of the customers are buying Two-wheelers for their personal use, short distance
travelling with family and occupational needs.
7. Ease to park, better handling on congested roads and inconvenience/unwillingness to travel
by bus/auto are the major motives for the customers to buy Two-wheelers than Cars.
CONCLUSIONS
In modern day scenario where increasing urban vehicular traffic, rising level of environmental
pollution, shortage of parking spaces and skyrocketing fuel prices are posing a serious threat to
the society, Two-wheeler is no doubt the best choice of personal vehicle in both cities and
villages. With its fuel efficiency, effective handling, ease of parking and low emission levels
Two-wheelers continues to hold their prime importance on Indian roads. Despite the efforts of
car manufacturers to pump in mini cars to the market even by penetrating into untapped rural
markets and the attractive schemes and offers they provide, Indian customers, even with
theincrease in their disposable income and purchasing parity, are still passionate towards Two-
wheelers for their travelling needs. To supplement this, Two-wheeler manufacturers today are
laying more emphasis on research and development to delight the customers with more fuel
efficient and user friendly bikes and scooters. The „Blue Core Technology‟ by India Yamaha
Motors is the biggest example of this kind of innovation. Gone are days of customer satisfaction
or customer delight. Those who can place their customers in a state of „ecstasy‟ (Customer
Ecstasy) only can excel in their trade today. In that sense the Two-wheeler manufacturer who
tends to understand the needs and aspirations of the customers and innovate enough to
„ecstacize‟ them consistently can rule the market. This study is a beacon light towards that
direction.

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REFERENCES
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Stanton, W.J, Etzel, M.J, &Walker, B.J. 1991. Fundamentals of Marketing.66-89, NY.McGraw-
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Research Reports
Luhar, B.S. 2013. Factors influencing purchase decision of two-wheeler in Himatnagar.

Unpublished MBA dissertation, Samarth Institute of Management, Himatnagar.
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0516/11 15-05-2016
K.P Najeemudeen & Dr. N. Panchanatham
I am very pleased to inform you that your research paper titled

EXPLORINGTHE BUYING MOTIVES FOR TWO-WHEELERS:A SPECIAL
FOCUS TO THE TWO-WHEELER OWNERS IN MALAPPURAM DISTRICT
OF KERALA has been published in special issue of ACADEMICIA: An
International Multidisciplinary Research Journal (ISSN:2249-7137)
(Impact Factor: SJIF 2013=5.099) Vol.6, Issue-5, (May, 2016).
The scholarly paper provided invaluable insights on the topic. It gives me

immense pleasure in conveying to your good self that our Editorial Board has
highly appreciated your esteemed piece of work.
We look forward to receive your other articles/research work for publication in

the ensuing issues of our journal and hope to make our association
everlasting.

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