Abstract
Within the past decade two wheeler usage indicates a rapid growth in Sri Lankan market. Among the two wheeler population, Indian two wheeler brads representing a huge portion. In this research study researcher put effort to find out what are the factors effect on decisions of consumers on Indian two wheelers as a novel research. Main purpose of this study was to identify why Indian two wheeler brands becoming more popular and which factors effect on the purchasing decision and open up the gateway to study on this area among this study. Researcher’s previous working experience at Automotive Industry was lead to conduct the study. Data were collected from four districts representing the Sri Lankan population using questionnaire. According to the literature review researcher employed six variables namely Price, Technology and Design, Product Awareness, Spare Parts Availability, After Sales Services and Economic Conditions. Data was gathered from two wheeler users and non-users who are having ether two wheeler or willing to have a two wheeler. The findings also revealed several implications for marketers to better segmentation and targeting in the automobile industry especially on two wheeler sales. Further contribution of the demographic factors such as age, gender, income level, education level how far impacted on the purchasing decisions of the two wheelers and those are helpful to marketing managers to develop their strategies. Ultimately the study provides important insides how the variables are impact on purchasing decisions towards the Indian two wheelers at the Sri Lankan market.
Highlights
With the globalization of the world, people are trying to moving a place to another place using easiest method
Within the past decade two wheeler usage indicates a rapid growth in Sri Lankan market
Main purpose of this study was to identify why Indian two wheeler brands becoming more popular and which factors effect on the purchasing decision and open up the gateway to study on this area among this study
Summary
With the globalization of the world, people are trying to moving a place to another place using easiest method. Because people are busy than past decade. People faced difficulties in managing time for their day to day activities, especially on moving within the places. In the recent decade, Sri Lankan transportation infrastructures being rapidly increased, example is a person can travel to Colombo main city from Galle town within two hours (117km). The facts road traffic and need for personalized traveling need, leads to think about the different traveling methods. Most of people think to use their own methods, but the limitations such as high price of vehicles, traffic at the urban area, high price on fuel will against to the decision of purchasing a vehicle. If we are analyzing a “Road Flow Theory” to Colombo metropolitan area, it suggested not using personal vehicle in that area, because of the high traffic
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