Review Of Literature.docx

Krishnan Santana, R. (2007)1 Looks into various issues faced by the two wheeler industry. In terms of competition, the industry is likely to face competition from used cars and low cost cars. Other issues are the declining margins due to increased cost of materials and shift in customers’ demand to electric vehicles to save on petrol. In terms of growth, there are expectations that the industry is likely to grow by 15%. Most of the growth is likely to come from motorcycles. Some of the Indian motorcycle companies are also likely to set up plants in foreign countries to meet export needs. Kumari, Santosh A; Reddy, Raghunatha D. and Kameshwari, M.L. (2005)2 Studied consumer buying behavior in two-wheeler industry with special reference to Hero Honda Motorcycles in the city of Hyderabad. The study revealed that the main influencer in purchase decision of motorcycle was himself. The sources of information preferred by the respondents for buying a two-wheeler were friends and associates. It was found that 90% of the respondents were satisfied with the performance, maintenance and after sales service provided by the dealers. It was also found that 93.35% of the respondents could recall the advertisements of motorcycle they had seen recently on TV or read in the newspaper or magazines. From this it was indicated that the advertising campaign was effective and served its purpose. The most preferred motorcycle by majority of the respondents was Hero Honda Splendor due to its brand image. William B Dodds et al3 found that price had a positive effect on perceived quality but a negative effect on perceived value and respondent’s willingness to buy. Pavleen Kaur and Raghbir Singh4 have perceived that the family of a reference group has one of the strongest most immediate and most pervasive effects on a consumer’s personality motivation and attitude. Virupaxi Bagodi and Biswajit Mahanty5 observed that it is an era of customer delight for the two-wheeler industry and the conventional measures implemented by the service organizations tend to be inadequate to attract customers persistently. Michael Cusumano et al6 have observed in automobiles sector, many automakers generate vast majority of their profits from a service activity closely tied to their product activity. D.Catherine Rexy et al7 conducted a study to analyse the customer satisfaction of two-wheeler users and to study the extent of preference for bikes by Six Sigma model. Prof. S. Saravanan and Prof. N. Panchanatham 8 observed that a customer considers all factors at the time of purchasing a two-wheeler, although the majority of customers give importance to the brand image. Dhananjoy Datta9 found that while purchasing a two-wheeler, customers depend on advertisement, word of mouth, references from family, friends, own experience, features, price, etc.

Humera Banu et al10 conducted a study to two-wheeler riding patterns, perception, and aggressive riding behavior among college youth. D.V.Ramana and Dr. P. Subbaiah11 explored individual consumer buying dynamics and consumer buying behavior of motorcycle users. The study reveals that Hero Honda is the most preferred brand followed by Bajaj. Moreover, it highlights that there is a significant influence of demographic factors on the purchase decision. Duggani Yuvaraju12 investigated customer satisfaction towards Honda Twowheelers. It is found that 90% respondents were completely satisfied with their mileage and performance. Huggi Basavaraj13 observed that two-wheelers have become a valuable support for increasing productivity and profits, as well personal transportation. Reddy, Mallikarjuna,K. (2006)14 There are four major factors which influences on the buying behavior of consumer such as Cultural, Social, Personal and Psychological. It was found that as far as mileage is concerned, Hero Moto Corp was ruling the market. Yamaha and TVS were far below the expectations of the consumers based on mileage per litre of petrol. Also, Hero Moto Corp bike was more popular with the students, TVS was more popular with the employees, whereas businessmen opted for Yamaha. Regarding satisfaction of motor bikes 85 respondents have stated that Yamaha satisfaction was highest and the lowest is for TVS bikes. Salwan, Prashant.(2007) 15,“Going global building competitiveness through internationalization – a study of the Indian automobile sector”, The ICFAI journal of international business: The Indo-Japanese joint ventures – Hero Honda , TVS Suzuki, Bajaj Kawasaki-adopted different strategies to become competitive. TVS motors use the cost reduction (value engineering, global sourcing, lean manufacturing, waste elimination and continuous reduction in cost) and securing product leadership (good brands, innovative packages, information technologies, developing energy efficient technologies and market/product expansion) to become competitive. Bajaj Auto’s strategy was to customize its products as per market needs. HeroHonda plan for the domestic market was to manufacture fuel efficient vehicles. Its global plan was to give the best products to customers by upgrading technologies and to view the world as one market. Sawant, Shekhar, V. (2007) 16 By administering 100 randomized selected consumers, the consumer preference and ownership pattern and the sources of information they used to make the purchase decision, and importance given to various evaluation criteria. Further, the study inferred that the required maintenance and mileage are very important criterion for a consumer in the process of making a purchase decision. People in general, perceive a big difference in the prices suitability to lady drive cost, mileage and resale value amongst various models available in the market. Although, people have not considered the safety factor to be all that important, they find that all models are more or less equally safe. Finally, the study suggested that, financing schemes should be made more effective and, their details must be well publicized.

1. Krishnansantana, R. (2007), “Issue and Future of the Two-wheeler industry”, in Raj manohar T.P. and Balaji V. (Eds.), TwoWheeler Industry in India – An Introduction, Hyderabad, The ICFAI University Press, PP. 57-69. 2.Kumari Santosh A., Reddy Raghunatha D. and Kameshwari M.L. (2005),“Consumer buying behavior in two-wheeler industry with special reference to Hero Honda Motorbikes”, Indian Journal of Marketing, Vol. XXXV, No. 10, PP. 12-18. 3.William B. Dodds, Kent B. Monroe and Dhruv Grewal (1991) “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319. 4. Pavleen Kaur, Raghbir Singh (2006) “ Children in family Purchase Decision Making in India and West – A Review” Academy of Marketing Science Review, Vol I, pp 1-6. 5. Virupaxi Bagodi, Biswajit Mahanty, (2008) “Two-wheeler service sector in India: factors of importance for sustainable growth”, Journal of Advances in Management Research, Vol. 5 Issue: 1, pp.21-27. 6. Cusumano, Michael & Kahl, Steve & Suarez, Fernando. (2008). A Theory of Services in Products Industries Paper 242. 7. D.Catherine Rexy, Dr. S.Rita and J.Vignesh Kumar (2016), “An Empirical Approach to Measure Customer Satisfaction of TwoWheeler Users Using Six Sigma, International Journal of Pure and Applied Mathematical Sciences, ISSN 0972-9828 Volume 9, Number 2 (2016), pp. 231-245. 8. Prof. S. Saaravanan and Prof. N. Panchanatham, (2009), Customer behavior towards show room services of twowheeler, International Cross Industry Journal Perspectives of Innovations, Economics & Business. 9. Dhananjoy Datta (2010) Factors influencing customers buying behavior of two-wheeler at Agartala, Tripura, ICFAI University Journal. 10. Banu, Humera & Neelima, Chakrabarty & J. Michael, Rajeev & Kumar, Rajesh & K. Sharma, Manoj & Mehrotra, Seema. (2013). Two-Wheeler Riding Patterns, Perceptions and Aggressive Riding Behavior among College Youth. International Journal of Web Engineering and Technology. Vol. 2. 11. D.V. Ramana and Dr. P. Subbaiah (2013), “ A Study on Consumers Perception towards the Purchase Decision of Twowheeler Motorcycles in Nellore District, Andhra Pradesh” International Journal of Research in commerce, IT and Management, Vol 3 Issue 9, pp 9-14. 12. Dr. Duggani Yuvaraju and Prof. S. Durga Rao, “Customer Satisfaction towards Honda Two Wheelers: A Case Study in Tripathi”, IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 16, Issue 5. Ver. I (May. 2014), PP 65-74. 13. Huggi Basavaraj. (2016), “Recent Trends in Consumer Satisfaction towards TVS Motors with Special Reference to Ranebennur City”, Imperial Journal of Interdisciplinary Research, [S.l.], v. 2, n. 2, p. 49-55, Jan. 2016. ISSN 2454- 1362. 14.Reddy, Mallikarjuna, K. (2006), “Consumers Behavior Towards Two wheeler Motor Bikes”, Osmania Journal of Management, Vol. II, No. 2, June. 15.Salwan, Prashant. (2007), “ Going global building competitiveness through internationalization – a study of the Indian automobile sector”, The ICFAI journal of international business, vol. 2, No.1,February 16. Sawant, Shekhar, V. (2007),“Buying two wheelers: A changing scenario”, The ICFAI Journal of Consumer Behaviour, Vol.2, No.3, pp 52-57