Two-Wheeler Consumer Behavior. A Study on Impact of Select New-Age Marketing Practices

      Аннотация: This original exploratory study was to examine the impact of select independent variables and demographic variables on Perceived Quality, Customer Satisfaction and Trustworthiness of Brand. As per ACMA May 2017 data, top four brands, namely Hero, Bajaj, Honda, and TVS were selected for the study and 600 two-wheeler consumers’ samples collected, using random sampling in Hyderabad. The data were analyzed with descriptive statistics, and non-parametric tests, to know the impact of independent and demographic variables on Perceived Quality, Customer Satisfaction and Trustworthiness of Brand and found no impact, further given various implications.

Ключевые слова: Two-wheeler Consumer Behaviour, Perceived Quality, Customer Satisfaction and Trustworthiness of Brand, Joint Venture, Safety features, technology development, Heritage Design, corporate social responsibility