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International Journal of Research in Finance and Marketing (IJRFM)
Available online at : http://euroasiapub.org/current.php?title=IJRFM
Vol. 7 Issue 5, May - 2017, pp. 63~70
ISSN(o): 2231-5985 | Impact Factor: 6.397 | Thomson Reuters Researcher ID: L-5236-2015
International Journal of Research in Finance & Marketing
Email:- editorijrim@gmail.com, http://www.euroasiapub.org
An open access scholarly, peer-reviewed, interdisciplinary, monthly, and fully refereed journal
63
Decision making process for durable products: A case study of two-wheelers in
Ganjam
Dr. Priyadarshini Padhi
(Associate Prof., R.I.T, Brahampur)
M.I.G.-39, Stage -2, BRIT Colony,
Brahampur, Odisha,Ganjam-760001
Abstract- Buying involves parting with money, which may be part of a hard earned wage, profit
of a risky investment or even the entire savings of a lifetime. As the durable products are high
involvement products the consumers think much before taking a decision to purchase it.
Sometimes they take consultation of others. So, it is a very important complex human behavior. It
includes three important aspects of the concept - firstly, the process of buying or stages in the
decision to buy; secondly, Persons concerned directly or indirectly in the making of this decision
and thirdly, the factors or variables which determine the behavior of a buyer. In the era of
globalisation consumers are the pivot of all marketing activities. The modern marketing
management tries to solve the basic problems of consumers in the area of consumption. It involves
concentrated efforts to understand the buying process and all the factors influencing it so that they
can attain the objective of sustainable growth. This paper attempts to sketch out the decision
making process while purchasing durable products. It also tries to identify the factors influencing
brand selection.
Keywords: Brand selection, consumer behaviour, Decision making, Durable product,
Two-wheeler.
Introduction
In the modern consumer-oriented market all the marketing activity starts with the
consumer and ends with the consumer. Marketing success of an enterprise depends on its core
proficiency to satisfy the consumers. Comprehending consumer needs, expectations and
aspirations coupled with problems is a must to exploit marketing opportunities and meeting
challenges beset along with the opportunities. So, the marketing managers have to recognize all
where, how, when and under what condition of consumer behavior. Study of consumer behavior
explains how individuals make decisions to spend their valuable resources on consumption
related items. The real problem is to learn what a consumer takes into consideration when he
chooses a particular brand. It involves concentrated efforts to understand the buying process
and all the factors influencing it. The consumers are very cautious with reference to purchase of
consumer durables. A study of information search behavior of consumers helps the marketing
managers to take decision in respect of the four p’s of the marketing mix.
International Journal of Research in Finance and Marketing (IJRFM)
Vol. 7 Issue 5, May - 2017
ISSN(o): 2231-5985 | Impact Factor: 6.397 |
The two wheeler industry has witnessed a number of players with high level of sophisticated
technology. Bajaj Auto Ltd, Hero Moto Corporation (formerly Hero Honda), Honda Motorcycle
and Scooter India, LML Mahindra & Mahindra Limited, Royal Enfield Motor, Suzuki Motorcycle
India, TVS Motor , India Yamaha Motor are some of the major players who has their own market
shares in Indian market. As a leading manufacturing sector it is considered as one of the
controlling valve of economic growth. During last some years a number of legal steps have been
taken to take this sector to its peak position so that the economy can reach in its height. This
research work will provide wide knowledge and understanding of the behavior of the
customers with reference to the purchase of Motor cycle.
Literature Review
S. Poongavanam has tried to study the level of satisfaction and the after sales services
perception of consumers and to study the relationship between age, income, education level,
occupational and the two wheeler ownership. A fashionable and trendy bike which is good on
fuel and speed efficiency with legend and aesthetic looks attracts the consumers. Resale value
of an old two wheeler also influences the consumer choice.
Omesh Chhada has tried to make SWOT analysis of some reputed brands. He concluded that a
satisfied customer recommends a particular brand to others. So, the purchasing procedure is
not over with the purchase of a product.
