Two-Wheeler Purchase Decision: An AHP Approach

Abstract

The study aims to examine the features which belons to the main criteria such as financials, features of vehicle, promotion and maintenance. Also, the sub criteria are examined for the Two-Wheeler   with each of them having three sub criteria and promotion having four sub criteria. During the study five companies Honda, Suzuki, Hero, Yamaha and TVS Motors were selected based on the price range and engine in cubic centimetres (CC). This depends upon the psychology of the individual for making a purchase decision

The analysis was carried by Analytical Hierarchical Process (AHP). The AHP model revealed the most important choice criteria used by customers for selecting the two-wheeler post pandemic. It was found that Hero Honda receives the better ranking followed by Yamaha in two-wheeler market. This study will help the two-wheeler marketer in planning their promotion appropriately to target the buyers and also design their virtual marketing plan for customers.

The study is conducted only for customers from some regions Delhi and Haryana, India. Besides this, the study does not examine the long run implications of the change in the customer behaviour and how it may change if things go back to normalcy again. The future scope of research is the study may be conducted on customers from other regions of the country.