Factors Affecting Two-Wheeler Purchase Decision among College Students

Abstract

The study focuses on the Generation’s Z student’s preference factor for purchase decision of two wheelers in Butwal sub -metropolitan studying in community and public colleges This paper focuses on the behavioral intentions of the z generations students for acceptance of new technological products, i.e (two-wheeler) and the factors considered to be vital for the purchase of two wheeler. The primary sample of 395 structure questionnaires was collected from Z youth (18-25). The Descriptive statistics and chi squared test through IBM SPSS 25 is adopted to find the empirical fit with the hypothesis framed. The chi square analysis was done to examine association between demographic variables and purchase decisions of two wheelers. The results of chi square analysis indicated that buyer’s marital status, occupation, religion, mode of payment, purpose of two wheeler purchase, number of family members and annual family income are significantly associated with purchase decision. The various categories of demographic characteristics analyzed in the study influence buyer two wheeler brand purchase decision. The results for the marketers of twowheeler focusing on the z generation. The finding suggest the manufacturer’s credibility, reliability, price of vehicle, band image, mileage, cost of maintenance, resale value and the facility conditions influences the purchase decision of the buying the two wheelers.