Factors motivating buying behavior of female two wheeler users in the district of Palghar

Abstract

Covid-19 has impacted all industries globally in a big way. The Indian two wheeler industry is no exception. The Indian two wheeler Industry is considered to be one of the biggest industries of the world, which contributes significantly to the economic growth of the country. Indian automobile market is one of the most competitive one, with many big players into the fray. The number of two wheeler users is increasing every year, especially with more and more women now owning a two wheeler. Majority of the two wheeler owners reside in rural India. The world is changing very rapidly, but the world of women folk is changing faster. Traditionally the women still continue to manage the house, but now are also venturing out of their homes to seek higher education and make a successful career. Understanding the perception of females towards brands remains a complex, but a topic of strong interest for researchers. The study was undertaken to assess the factors considered to be important by women when choosing to buy a two wheeler in the district of Palghar. The sample considered for research was 150 respondents. The data required for the study has been collected through questionnaire and has been analyzed through statistical techniques and tools such as simple percentage, and Chi Square test. Keywords: Automobile, Brand, Two wheeler, Perception, Industry.