Influencing Factors on Purchase Decision of Women Two- Wheeler Users

Abstract

India is one of the largest manufacturers and producers of two-wheelers in the world. The Indian two-wheeler industry made a minute establishment in the early 50s when Automobile Products of India (API) started manufacturing scooters in the country. Scooters are popular for personal transport, partly due to being cheap to buy, easy to operate and convenient to park and store. The Indian two-wheeler industry has evolved over the last four decades, with value migrating from geared scooters to motorcycles, and now to automatic scooters, driven by changing customer preferences and availability of new products. The study identifies the factors influencing purchasing decision of women consumer towards the two-wheeler.