Abstract
The present study aims to investigate customer purchasing behaviour towards Hero motor bikes. Both quantitative and qualitative data were collected from a sample of Hero motorbike customers. The research aims to identify the factors that influence customer buying decisions, including brand perception, product quality, price, and availability The study found that factors such as brand loyalty, affordability, fuel efficiency, and after-sales service were the key determinants of customer purchasing behaviour. Additionally, the study revealed that customers preferred to rely on recommendations from family and friends and advertisements to make informed purchase decisions. The findings of this study have important implications for marketing strategies aimed at attracting and retaining customers in the highly competitive motorcycle industry.
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