Two Wheeler

Topics: Preference, Automobile, Suzuki Pages: 6 (1482 words) Published: May 13, 2014


This is research is based on the consumer decision towards the two wheeler in India. The two-wheeler market has witnessed a marked shift towards motorcycles at the expense of scooters. India is the third largest manufacturer of two-wheelers in the world. The Indian two-wheeler industry has come a long way since its humble beginning in 1948 when Bajaj Auto started importing and selling Vespa Scooters in India. Since then, the customer preferences have changed in favour of motorcycles and gearless scooters that score higher on technology, fuel economy and aesthetic appeal, at the expense of metal-bodied geared scooters and mopeds. The level of technology change in the Motor vehicle Industry has been high but, the rate of change in technology has been medium. Rising income levels, reducing excise duties, higher loan tenure and loan-to-value offered by the financing companies have all fuelled the growth of two-wheeler demand.

The two-wheeler segment of the industry had been bucking the normal trends exhibited by the automobile industry for the past few years. Time has come for this segment to align itself with the overall industry growth. The growth in two-wheeler sales has been quite steady over the past eight years and right now, there is no reason to expect an upturn. The dramatic structural shift in the industry from scooters to motorcycles has been going on for the last five years and is expected to have been completed. The Indian consumer being sensitive to prices would certainly take the lead. Besides, the industry size has become too big to sustain the growth rates. As a result, expects motorcycle growth rates to move towards the overall industry growth rate in the next one to two years. Two-wheelers owe their descent to the "safety" bicycle, i.e., bicycles with front and rear wheels of the same size, with a pedal crank mechanism to drive the rear wheel. Those bicycles, in turn descended from high-wheel bicycles. The high-wheelers descended from an early type of pushbike, without pedals, propelled by the rider's feet pushing against the ground. In 1948, Bajaj Auto began trading in imported Vespa scooters and three-wheelers. Finally, in 1960, it set up a shop to manufacture them in technical collaboration with Piaggio of Italy. Under the regulated regime, foreign companies were not allowed to operate in India. The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited new entries and strictly controlled capacity expansion. The industry saw a sudden growth in the 80s.


To identify and analyze the market growth of two wheeler segment.

The objective of this research is to determine the consumer preferences on base of consumer decision of different motorcycles.

It involves the study of consumers’ attitudes which help them in decision-making.

To analyze the reason for a major shift from traditional two wheelers to modern machines.

Scope of Study:

The research has been conducted keeping in mind Indian Territory only. From this research, the sources of information, influencing the factors and choice of preference of the customer can be identified.

To know the change in demand pattern of the customer, it would help us understanding the changes in the requirements & preferences.


Literature Review:

Chintan Shah, Two Wheeler Industry in India: The Indian two-wheeler industry made a small beginning in the early 50s when Automobile Products of India (API) started manufacturing scooters in the country. Under the regulated regime, foreign companies were not allowed to operate in India.. The recent acceleration in motorcycle sales has led to a serious rethinking in strategies in the two-wheeler market. The two-wheeler industry is expected to undergo a period of transformation, which would involve lower margins and profitability pressures.

Dr. Sardar Gugloth & Margani Soma Sekhara (2012), Decision-making process...

Bibliography: Chintan Shah T.Y.BMS, 2005, Two Wheeler Industry in India.
Dr. Sardar Gugloth & Margani Soma Sekhara, 2012, A Study Relating to the Decision-Making Process of Purchasing Two-Wheeler, Global Journal of Commerce & Management Perspective (Volume ½).
Anonymous, 2008, Study on Consumer Preference Regarding Two Wheeler,
Abhimanyu upadhyay, 2013, Case Study on the Sales of Two Wheelers in Rural India, Masters International Journal of Management Research and Development, Vol 1 Issue 1.
Arun Aravindan, 2013, Indian Two Wheeler Market Analysis, Autobei Consultancy Group Report.
J.D. Singh, 1981, A study of Brand Loyalty in India
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