Questions On Consumer Behaviour And Consumer Behavior

1536 Words7 Pages
MM1 SEC F 2014

GROUP NO: 9

SUBMISSION NUMBER 5 ON: 22 July 2014

SUBMISSION TITLE: Consumer Behaviour
PRODUCT: Two Wheeler

INDIAN INSTITUTE OF MANAGEMENT LUCKNOW

Over the years there has been a shift in the consumer buying behaviour of two wheelers. While cost, fuel efficiency and comfort have been primary influencers throughout, factors such as aesthetics, brand recognition have gained importance in the recent years.
Following are the key consumer factors that have witnessed a change over the years:
Change in Consumer Behaviour with Affordability
During the early years after independence i.e. in 1950s, two wheelers were considered as a luxury good. In 1950s most of the people were dependent on agriculture for their earnings, sources of income were very few, due to which the disposable income with people was also low and only a few could afford two wheelers. Two wheelers were sometimes given as dowry in marriages and considered as a status symbol, since very few families were able to afford them. But now as the income levels have increased and people have easy access to credit and loan facilities, most people can a two wheeler. It is not considered as the luxury good anymore, it has rather become a necessity for some consumers who commute daily and look for economical options.
Changing Preference towards Economy
During 1980-90s, the two wheelers became one of the most widely used transportation medium in the Indian society. It was widely used by the middle
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