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Abstract

Purpose- In India, the two-wheeler market has more potential due to the country's demographics, favourable environment, and convenient infrastructure. Market competition is fierce, and 2-Wheeler companies are working extremely hard to gain market share. Our primary goal is to identify the factors that influence consumers' purchasing decisions with regard to Scooty and to comprehend the relationships among those aspects.

Methodology- A self-developed structured questionnaire had been used as the research instrument to collect data from 230 respondents in Kolkata. This study was analytical and correlational in nature and utilised convenience sampling. It was meant to determine the relationship among antecedent and outcome variables, and followed Rotated Component Matrix as the analysis tool to examine the stated relationship. Prior to Extraction Method: Principal Component Analysis, the reliability and validity of the data was measured using Cronbach alpha test and exploratory factor analysis.

Results- According to the study's findings, Utility and Comfort are the two most crucial factors that influence consumers' behaviour when they purchase Scooty in the market in Kolkata, India. Consumer purchase behaviour is also influenced by social image and accessibility.

Implementation- Among the various segments in the Indian automotive industry, the twowheeler segment, primarily the Scooty market, contributes the most and the largest volume of sales. Our study is primarily focused to help marketers to understand what features or aspects to take into account while marketing and selling Scooty. It also aims to assist in marketing their goods and addressing consumer needs and issues to upgrade the existing product.

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