ABSTRACT

The marketing concept is consumer oriented and the emphasis is more on the
consumer rather than on the product. The essence of modern marketing lies in
building of profit along with creating meaningful value satisfaction for the
costumers, whose needs and desires have to be coordinated with the set of
products and production programmes. Therefore, marketing success an enterprise
depends as its ability to create a community of satisfied consumers. All the business
activities should be carried out in ways which are directed towards the satisfaction
of the consumer needs. Consumer behavior is affected by a host of variables
ranging from personal, professional needs, attitudes and values, personality
characteristics, social economic and cultural background, age, gender, professional
status to social influences of various kinds exerted a family, friends, colleagues, and
society as a whole. The combination of these factors help the consumer in decision
making further Psychological factors that as individual consumer needs,
motivations, perceptions attitudes, the learning process personality characteristics
are the similarities, which operate across the different types of people and influence
their behavior. There are four major factors which influences on the buying behavior
of consumer.
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
So a study had been conducted on Consumer Behavior Towards Motor Bikes in
the Mumbai city with a sample of 100 consumers by selecting two wheeler motor
bikes i.e. Hero, Honda, Bajaj, and TVS bikes and data had been collected through
questionnaire.
OBJECTIVES OF THE STUDY
1) To study the behavioral factors of consumers in motor bikes.
2) To analyze the impact of behavioral factors of consumers on choosing particular
brand of motor bike.
3) To suggest various factors to improve sales.
4) To study the consumers opinion of their motor bikes regarding its features like
appearance, mileage, price etc.
5) Conduction of questionnaire was done and the relative preference of the
consumers for various brands of bikes was given by the way of charts and diagrams.

CONSUMER BUYING BEHAVIOUR FOR MOTOR BIKES

Consumer behavior is the study of when, why, how, and where people do or do not
buy [[Product (business)|product) It blends elements from psychology, sociology,
social anthropology and economics. It attempts to understand the buyer decision
making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics and behavioral variables in an attempt
to understand people's wants. It also tries to assess influences on the consumer
from groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is
an influential asset for customer behavior analysis as it has a keen interest in the rediscovery of the true meaning of marketing through the re-affirmation of the
importance of the customer or buyer. A greater importance is also placed on
consumer retention, customer relationship management, personalisation,
customization and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.
Each method for vote counting is assumed as a social function but if Arrows
possibility theorem is used for a social function, social welfare function is achieved.
Some specifications of the social functions are decisiveness, neutrality, anonymity,
monotonocity, unanimity, homogeneity and weak and strong Pareto optimality. No
social choice function meets these requirements in an ordinal scale simultaneously.
The most important characteristic of a social function is identification of the
interactive effect of alternatives and creating a logical relation with the ranks.
Marketing provides services in order to satisfy customers. With that in mind, the
productive system is considered from its beginning at the production level, to the
end of the cycle, the consumer .
Belch and Belch define consumer behaviour as 'the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their needs and desires.

Black box model

ENVIRONMENTAL FACTORS

BUYER'S BLACK BOX

Marketing
Stimuli

Buyer
Environmental
Decision
Characteristic
Stimuli
Process
s

Product

Economic

Attitudes

Problem

BUYER'S
RESPONSE

Product choice

Price
Place
Promotion

Technological
Political
Cultural
Demographic
Natural

Motivation
Perceptions
Personality
Lifestyle
Knowledge

recognition
Information
search
Alternative
evaluation
Purchase decision
Post-purchase
behaviour

Brand choice
Dealer choice
Purchase
timing
Purchase
amount

The black box model shows the interaction of stimuli, consumer characteristics,
decision process and consumer responses. It can be distinguished between
interpersonal stimuli (between people) or intrapersonal stimuli (within people). The
black box model is related to the black box theory of behaviorism, where the focus
is not set on the processes inside a consumer, but the relation between the stimuli
and the response of the consumer. The marketing stimuli are planned and
processed by the companies, whereas the environmental stimulus are given by
social factors, based on the economical, political and cultural circumstances of a
society. The buyers black box contains the buyer characteristics and the decision
process, which determines the buyers response.
The black box model considers the buyers response as a result of a conscious,
rational decision process, in which it is assumed that the buyer has recognized the
problem. However, in reality many decisions are not made in awareness of a
determined problem by the consumer.