A Study On Factors Influencing On Consumers Buying .

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International Journal of Latest Engineering and Management Research (IJLEMR)ISSN: 2455-4847www.ijlemr.com Volume 03 - Issue 02 February 2018 PP. 25-36A Study on Factors Influencing on Consumers Buying Behaviourtowards Two-Wheelers in Prakasam District, Andhra Pradesh*Balakrishna SwarnaAssistant Professor& Research Scholar, ANUBVSR Engineering College, Chimakurthy, prakasam dist.**Dr. Krishna BananaAssistant Professor & Research DirectorDept. of Commerce & Business Administration, ANU Campus, OngoleAbstract: Buyer behaviour occupies a pivotal place in marketing research. An attempt is made in this presentpiece of research to find out the importance of consumer buying behavior towards two-wheelers. Two wheelerautomobile market of India is one of most competitive market in the world. Enormous factors, including bothinternal and external factors influencing the buyer, it seem to extract an effective and efficient influence on thepurchasing decisions of the consumers, purchase intention of consumers depends on several factors. T he feelingof freedom and being one with the nature comes only for riding a two wheeler. Indians prefer the two wheelersbecause of their small manageable size, low maintenance, and pricing and easy loan repayment. Motorized twowheelers are seen as a symbol of status by the populace. T he study was conducted with a sample size of 500respondents based on convenient sample method who were potential users of two - wheeler like employees,students, and professional etc. The research model has been proposed with two factor groups, such as traditionalfactors and two- wheeler characteristic factors affect to consumer buying behavior towards bikes. The statisticaltools like Simple percentage method, ANOVA Test and Likert’s scale technique were used. In view of this, thepresent study is proposed to analyse the factors influencing on consumers purchase decision towards twowheelers in the area of prakasam district, Andhra Pradesh.Key words: Consumer behaviour, Cultural, Social, Personal, Psychological factors and Product characteristicsI. IntroductionIndian automobile industry, especially the two wheeler segment has undergone tremendous changefrom the earlier times, when two wheelers were more or less about the scooters and bikes were the odd one out.Over the years, consumer behaviour has changed drastically and it has become all the more dynamic, changingon a regular basis. This makes it necessary for the organizations to understand the impact that consumerbehaviour has on the marketing plans and strategies. If the same is left out then it can lead to a dangeroussituation. With this the automobile industry is moving at a rapid pace whereby increasing the number ofvehicles on roads which includes all the four wheelers, three wheelers and two wheelers. India is global major inthe two wheeler industry producing motor cycles, scooters and mopeds principally of engine capacities below200cc. The two wheeler industry in India has grown at a compounded annual growth rate of more than 15%during the last five years and Indian two wheelers comply with some of the most stringent emission and fuelefficiency standards maintained worldwide. Motorcycle is basically a two-wheeler mechanism with an engineused basically for the purpose of conveyance. It is not only the consumer itself, but there is also a lot of internaland external stimuli, including demographic factors, economic factors, and sociological factors andpsychological factors etc. which resemble the complete picture of consumer behaviour. Through this conceptualreview based paper efforts has been made to get insight about the factors responsible for attracting consumers tobuy motorcycles as well as factors resulting in consumer satisfaction and dissatisfaction as well. The feeling offreedom and being one with the nature comes only for riding a two wheeler. Indians prefer the two wheelersbecause of their small manageable size, low maintenance, and pricing and easy loan repayment. Motorized twowheelers are seen as a symbol of status by the populace. The marketing concept is consumer oriented and theemphasises more on the consumer rather than on the product. The essence of modern marketing lies in buildingof profit along with creating meaningful value satisfaction for the costumers, whose needs and desires have tobe coordinated with the set of products and production programmes. Therefore, marketing success an enterprisedepends as its ability to create a community of satisfied consumers. All the business activities should be carriedout in ways which are directed towards the satisfaction of the consumer needs.www.ijlemr.com25 Page

International Journal of Latest Engineering and Management Research (IJLEMR)ISSN: 2455-4847www.ijlemr.com Volume 03 - Issue 02 February 2018 PP. 25-36II. About the consumerAn individual who buys a products or services for personal use and not for manufacture or resale. Aconsumer is someone who can make the decision whether or not to purchase an item at the store, and someonewho can influence by marketing and advertisements. Anytime someone goes to as store and purchases toys,shirts, beverages, two wheelers, or anything else, they are making that decision as a consumer.Everybody in this world is a consumer of our life we are buying and consuming an incredible variety ofgoods and services. However, we all have different tastes, likes and dislikes and adopt different behaviorpatterns while making purchase decisions. Many factors affect how we, as individuals and as societies, live, buy,and consume. External influences such as culture, ethnicity, and social class influence how individualconsumers buy and use products, and help explain how groups of consumers behave. Consumer behavior iscomparatively a new field of study which evolved just after the Second World War. The seller’s market hasdisappeared and buyers market has come up. This led to paradigm shift of the manufacturer’s attention fromproduct to consumer and specially focused on the consumer behavior. The evaluation of marketing concept frommere selling concept to consumer oriented marketing has resulted in buyer behavior becoming an independentdiscipline. The growth of consumerism and consumer legislation emphasizes the importance that is given to theconsumer. The heterogeneity among people makes understanding consumer behavior a challenging task tomarketers. Hence marketers felt the need to obtain an in-depth knowledge of consumers buying behavior. Thereare three fundamental patterns which a consumer can follow and they could be: Brand first, retail outlet second. Retail outlet first, brand second. Brand and retail outlet simultaneously.Consumer behavior is a relatively new field of study emerged in late 1960s with no history or body ofresearch of its own unlike branches of economics. Many early theories concerning consumer behavior werebased on economic theory on the notion that individuals act to maximize their benefits in the purchase of goodsand services.III. Consumer buying behaviourWe all are consumers and due to being human it is natural to change in our behaviour. Buyer is anIndividual or business that purchases the goods or services produced by a business. The customer is the end goalof businesses, since it is the customer who pays for supply and creates demand. Businesses will often competethrough advertisements or sales in order to attract a larger customer base. Behaviour means the way in which ananimal or person behaves in response to a particular situation or stimulus. Consumer is the King in the presentcompetitive world. In this marketing war fare, consumer is only the person who can change the fate of companieswhich were struggling for survival. In ancient days, the players may have complete control over the market andcustomers, but the scenario completely changed. Due to the many options in the market, no customer is directlyor blindly purchasing the products or services as he is going through evaluation process. Consumer behaviour isseen to involve a complicated mental process as well as physical activity (purchase decision). Consumerbehaviour is a decision process and physical activity individuals engage in when evaluating, acquiring, using ordisposing of goods and services. Consumer Behaviour reflects the totality of consumer’s decisions with respectto the acquisition, consumption and disposition of goods, services, time and ideas by (human) decision making.It is not only the consumer itself, but there is also a lot of internal and external stimuli, including demographicfactors, economic factors, and sociological factors and psychological factors etc. which resemble the completepicture of consumer behaviour. So, the marketer has to examine all these factors also along with other variablesfor studying the consumer behaviour to its full extent.IV. Objectives of the study1.2.To analyze the traditional factors influencing on consumer purchase decision towards two-wheelers.To examine the characteristics of the product that influence on purchase decision towards two-wheeler.V. Methodology of the studyThe methodology of the study is based on the primary as well as secondary data.Primary data: Primary data for the study has been collected through a well-framed and structured questionnaireto elicit the well-considered opinions of the respondents. Convenient sampling is adopted to obtain theresponses from the two wheeler consumers of Prakasam district, Andhra Pradesh. The data was collected withthe help of interviews, personal observation, pilot survey and questionnaire. This study employs both analyticaland descriptive type of methodology.Secondary data: Secondary data are collected from journals, magazines, publications, reports, books,www.ijlemr.com26 Page

International Journal of Latest Engineering and Management Research (IJLEMR)ISSN: 2455-4847www.ijlemr.com Volume 03 - Issue 02 February 2018 PP. 25-36periodicals, articles, research papers, websites, company publications, manuals and booklets etc.V.i.Research design:The present paper of the research design is primarily exploratory research and analytical in nature. Aneffort is to be made to know whether the behavior of the two wheeler owners is influenced by traditionalfactors, Product features and brand. The study also used descriptive research where it has used in crosssectional survey in conducting a sample survey for collecting data for analysis.V.ii.Sampling Procedure: Sample is selected on basis of convenient sampling method.V.iii.Sampling Area and Sample size: Convenient sampling technique is adopted in this study. Samples of 500two wheeler users were considered from the each important towns of prakasam district in Andhra Pradeshnamely Ongole, Kandhukur, Markapur, chirala.VI. Hypothesis of the studyH 1: There is a Traditional factors do influence the buying behaviour of consumersH 0: There is a Traditional factors do not influence the buying behaviour of consumersH 2: There exists a degree of association between two-wheeler characteristics and consumer buying behaviour.H 0: There exists No degree of association between two-wheeler characteristics and consumer buyingbehaviourVII. F actor s Influencing Buying Behaviour of Consumer sConsumer behaviour doesn’t remain the same or constant in every situation it changes time to time.There are various factors which affects consumer behaviour. As the change comes in these factors, consumerbehaviour also changes. Following are the factors which affect consumer behaviour. A consumer’s buyingbehavior is influenced by cultural, social, personal and psychological factors and also factors of productcharacteristics. Consumer behavior is a part of human behavior and by studying previous buying behavior,marketers can estimate how consumers might behave in the future when making purchasing decisions.(Kotler&Armstrong) Our study a consumer, making a purchase decision will be affected by the followingfactors:Personal factors:An individual’s decisions are influenced by personal factors such as a buyer’s age and lifecycle,occupation, economic situation, lifestyle, and personality and self concept. Consumers’ change during their lifeand buying of products alter depending on age and stage of life. Age related factors are such as taste in food,clothing, recreation and furniture. Moreover, environment, values, lifestyle, hobbies and consumer habits evolveduring lifetime. Family life stages change purchasing behavior and brand selection. Traditionally a family lifecycle included only young singles and married couples with children. Nowadays marketers are focusing onalternative, nontraditional stages such as unmarried couples, childless couples, same sex couples, single parentsand singles marrying later in life.Psychological factors:A buyer’s choices are also influenced by four psychological factors, motivation, perception, learning,and beliefs and attitudes. A consumer is an individual who has different kind of needs. t hose needs can bebiological like thirst or psychological arising from the need of recognition or belonging. A need can be arousedto a sufficient level of intensity when it altersa motive. A motive is basically a need that drives a personto seek satisfaction. Abraham Maslow is probably the most k now psychologist who has examined humanneeds. He sought to explain why humans are driven by different needs at different times. Maslow’s hierarchy ofneeds focus the most pressing at the bottom and the least pressing at the top. T he basic rule is to satisfy first thebasic need before proceeding up the ladder. When that need has been fulfilled, it stops being a motivator and aperson focuses on the next most important need. Maslow’s needs are: Physiological: basic need such as sleep, food or water. Safety: need to feel secured and protected. Belongingness: need to feel loved and be accepted by others. Ego needs: to accomplish something and have status among others. Self -actualization: to have enriching experiences and feel self -fulfillment.www.ijlemr.com27 Page

International Journal of Latest Engineering and Management Research (IJLEMR)ISSN: 2455-4847www.ijlemr.com Volume 03 - Issue 02 February 2018 PP. 25-36Social factors:Social factors affect consumer behavior significantly. Every individual has someone around influencingtheir buying decisions. In two wheeler industry social factors like reference groups and family have a stronginfluence on consumer’s behaviour. The important social factors are: reference groups, family, role andstatus.Every consumer is an individual, but t still belongs to a group. The group to which a consumer belongs iscalled a membership group. This is a direct and simple classification. The second group type is a referencegroup. The reference group influences the self - image of consumers and consumers’ behavior. The referencegroup provides some points of comparison to consumers about their behavior, lifestyle or habits. Usually thereare many smaller reference groups, which are formed by family, close friends, neighbors, work group or otherpeople that consumers associate with. The groups to which a consumer does not belong yet can also influence.Aspirational groups are groups where a consumer aspires to belong and wants to be part in the future.For example Bajaj XCD model has failed in Rajasthan market because of product issue. Repetitiveproduct complaints have created a negative image in market resulting in negative image among referencegroups.Cultural Factors:Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group ofpeople and transmitted to the next generation. Cultural factors also have a great impact on two wheelerconsumers .It can be seen that Muslims prefer purchasing two wheeler in white colour thereby vehicles gets soldmore of white colour Culture also determines what is acceptable with product advertising. Culture determineswhat people wear, eat, reside and travel. Cultural values in the US are good health, education, individualism andfreedom. The norms and values learned from their parents (nurture) and their surroundings such as educationand the work environment (nature) are then passed down to future generations. A sub culture is a homogeneousgroup of people who share elements of the overall culture as well as cultural elements unique to their own group.Within subcultures, people’s attitudes, values, and purchase decisions are even more similar than they are withinthe broader culture. Sub cultural differences may result i n considerable variation within a culture in what, how,when, and where people buy goods and services.VIII. Factors influencing on two-wheelers purchaseIndian Two-Wheeler Market is showing a continuous steady demand and thus resulting in growingproduction and sales volume. This is mainly due to the launching of new attractive models at affordable prices,design innovations, easy finance and latest technology utilized in manufacturing of vehicles. The sale of twowheeler products has increased tremendously. The knowledge of consumer behaviour enables them to takeappropriate marketing decisions in respect of the following factors: Product design/model, Pricing of theproduct, Promotion of the product, Place of distribution, mileage of two-wheeler, comfort of the bikes and brandimage of the product etc.IX. Data analysis and interpretationDemographic Details of the Customers the demographic detail is an essential aspect in relationshipmarketing process useful for the marketing organization to employ suitable strategies. In particular, Gender,Age, Education, and monthly Income and also traditional factors and product characteristics play a vital roleon buying behaviour of consumers towards two-wheelers.IX.I. Traditional factors influencing on consumer purchase decision:Table- 1. Cultural factorsS.no123itemSAAGNTDASDAMy Valuesinfluence my p.dMy perceptioninfluence my p.dMy preferencesinfluence my 178.76159.67Source: Data gathered from field survey65.6756.6738p.d stands purchase .993.891.1672.753.771.2369.3328 Page

International Journal of Latest Engineering and Management Research (IJLEMR)ISSN: 2455-4847www.ijlemr.com Volume 03 - Issue 02 February 2018 PP. 25-36The above table shows the data on Cultural factors. Under this dimension 3 variables were observed.With regard to the item My Values influence my purchase decisions 35.6% of the respondents had stronglyagreed, 38.8% of the respondents had agreed and 15.4% of the respondents had neither agreed nor disagreed thestatement, however 7.4% of the respondents disagreed and 2.8% of the respondents had strongly disagreed withthe above statement under sub-variable one. with regard to the item My perception influence my purchasedecisions 36% of the respondents had strongly agreed ,18.8% of the respondents agreed and 12.2% of therespondents had neither agreed nor disagreed the statement, however 18.2 % of the respondents disagreed and14.4 % of the respondents had strongly disagreed with the above statement under sub-variable two.With regardto the item My preferences influence my purchase decisions 35.6% of the respondents had strongly agreed ,38.2% of the respondents agreed and 11.8% of the respondents had neither agreed nor disagreed the statement,however 8.4% of the respondents disagreed and 6% of the respondents had strongly disagreed with the abovestatement under sub-variable three.Hypothesis -1Ha1: Cultural Factors Influence Consumer Buying BehaviourANOVASum of SquaresBetween GroupsWithin GroupsTotaldf854.49647.254901.750Mean Square4495499213.624.095FSig.2237.761.000To test the significance between two variables ANOVA test had conducted. from the analysis i hadevidenced th

factors and two- wheeler characteristic factors affect to consumer buying behavior towards bikes. The statistical tools like Simple percentage method, ANOVA Test and Likert’s scale technique were used. In view of this, the present study is proposed to analyse the factors influencing on consumers purchase decision towards two-

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