Factors affecting Buyer Behavior: A Study on the Consumers of Two-Wheelers (Motorcycles) of Dhaka City

Abstract

Consumer behavior has always been an important and interesting area for research. This research study investigates the importance of different attributes/evaluation criteria and the impact of demographic variables on importance of attributes to select a two-wheeler (motorcycle). This study is based upon the empirical findings of a quantitative research where primary data is collected by surveying a structured questionnaire to the male consumers of different age groups in the Dhaka city. Statistical method, multivariate analysis of variance (MANOVA) is used for data analysis. The study reveals that fuel consumption, design, and brand image are the three most important factors/criteria to select a motor cycle. Promotion comes out as least important attribute to evaluate a motorcycle brand. This study further reveals that there exist not statistically significant differences in terms of ranking different attributes between different age and marital status categories but occupation plays significant role to rank different attributes. The study extends a direction for new researchers and concludes with suggestions for further research in other settings with different purchase categories, degrees of purchase involvement, and sample populations in order to verify and generalise the findings of this study and to determine other factors if any and suggests marketers in the two-wheeler sub-sector of automobile industry to focus on developing attributes that play significant role to influence consumers’ buying decision process.