Consumer Perception for Automobile Industry: A Study on Two Wheeler’s
14 Pages Posted: 8 Dec 2014
Date Written: December 6, 2014
This paper presents the consumers behavior’ with reference to automobile industry (two wheeler) in Tonk city Rajasthan (INDIA). The Group surveyed 100 consumers using semi-structured questionnaires to examine people perception about two wheelers and assess their behavior and willingness to pay for such products. The study revealed that all respondents are willing to pay price premium, but the level of acceptability varied considerably and some factor work behind this behavior show by the consumer. “Consumer is king” the statement carries profound truth in it. Today the success of any firm is depending upon the satisfaction of consumer. For satisfying the consumer the firm should know about the behavior of consumer. The study manly focus on understanding the factors like demographic, social cultural, price, quality, product attributes etc for buying two wheelers. A total of 58% of the consumers are willing to pay premium price of bikes. Comparatively sale of scooters are less. Mostly consumer want bikes and give preference for buying bikes that have better design, comfort, mileage, fuel efficiency etc. The survey also suggested that the consumption of two wheelers is increasing; however, product development and innovations in certification, Processing, labeling and packaging are needed to further stimulate demand.
Keywords: Certification, consumer perception, two wheeler, premium price, Processing, willingness to pay etc
JEL Classification: M11, M25
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