A Discriminant Analysis of the Social Factors Influencing the Consumer Behavior in the Two-wheeler Market in India- An Empirical Study

Dr. Rameshwaran Byloppilly

A Discriminant Analysis of the Social Factors Influencing the Consumer Behavior in the Two-wheeler Market in India- An Empirical Study

Dr. Rameshwaran Byloppilly * §

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§ City University College of Ajman Al-Tallah-2

A Discriminant Analysis of the Social Factors Influencing the Consumer Behavior in the Two-wheeler Market in India- An Empirical Study

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Abstract

This article examines the development of discriminant functions which will best discriminate between the urban and rural consumers with respect to the social factors influencing the consumer behavior in the two-wheeler market in India. The paper further highlights the importance of various promotional tools in the purchase of two wheelers in India. The two-wheeler market in India is the largest segment of the domestic auto industry in terms of absolute numbers. From a semi luxury product for the urban middle class in the eighties and earlier, the two-wheeler has now become not only the favorite mode of personal transport but also the most coveted personal household durable possession among nearly all consumer classes, except perhaps the most affluent. The leading vehicle in the two-wheeler segment is the stylish, fuel-efficient and sturdy 4-stroke motorcycle, the purchase of which is influenced by various social factors. A descriptive research using stratified random sampling method was undertaken and the study was conducted using both primary and secondary data. It was concluded that the “social status” factor was the most effective social factor in discriminating among the urban consumers and ‘primary reference group’ factor was the most effective social factor in discriminating among the rural consumers in the choice of a two-wheeler brand.

References

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Byloppilly. 2018. "A Discriminant Analysis of the Social Factors Influencing the Consumer Behavior in the Two-wheeler Market in India- An Empirical Study". Global Journal of Management and Business Research, Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 18 (GJMBR Volume 18 Issue E6).

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GJMBR Volume 18 Issue E6

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: P46

Submission ReceivedDecember 9, 2017
Peer Review Double Blind
Handling Editor
Accepted January 1, 2018
Published January 15, 2018

Version of record

v1.2

Issue date

September 19, 2018

Language

English

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Article Matrices

Total Score: 173

Country: United Arab Emirates

Subject: Global Journal of Management and Business Research

Authors: Dr. Rameshwaran Byloppilly (PhD/Dr. count: 1)

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