Vol. 3, Issue 6 (2016)
Assessment of factors affecting the customer Preferences / Purchase decision for motor cycle brands: An analysis of the motorcycle users of Hyderabad
Author(s): Dr. Aijaz Ali Khoso, Dr. Abdul Subhan Kazi, Dr. Muhammad Munir Ahmedani, Dr. Muneer Ahmed, Muhammad Owais Memon
Abstract: In this study, we focus upon identifying the factors that influence customer decision to purchase particular brand of motorcycle in Hyderabad. This is a first research that has focused upon the market of Hyderabad to find out the factors that influence individual’s decision to purchase particular brand motorcycle. The research was conducted using survey method. A structured questionnaire was developed and distributed among 236 respondents for collecting the data. The questionnaire contained both close ended and open ended questionnaires. The results indicate that both internal and external factors influence individual’s decision to buy particular brand motorcycle. Price, quality and style are the major external factors that influence individual’s decision of buying a particular brand motorcycle. Family (father and personal preferences) along with friend’s advice also plays a vital role in individual’s purchase decision. Other factors that have minor effect on individual decision are brand perception, better mileage, availability and less cost of spare parts.