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- Title
Demographic Factor: A Determinant for the Purchase Decision of Motorcycles in Kanchipuram Town (Tamil Nadu).
- Authors
Hari, K.
- Abstract
This paper investigates the demographic factors responsible for purchase decisions of motorcycles in a semi-urban area. The data has been collected from Kanchipuram, Tamil Nadu during June 2005-May 2006, by interviewing 234 respondents who have registered their vehicles in Kanchipuram. This study focuses on finding out the influence of demographic factors such as age, educational status, occupational status and income levels of the consumer on purchase decision of motorcycles. The purchase decision consists of: (i) Brand selection (ii) Selection of category of vehicle (iii) Mode of purchase (iv) Mode of payment and (v) Time of purchase. The findings of the present study have significant implications for marketers of motorcycles. The study shows that each demographic factor plays its respective role among the various elements of purchase decision of motorcycles.
- Subjects
DEMOGRAPHIC surveys; MOTORCYCLES; CONSUMER behavior; EDUCATIONAL background; OCCUPATIONAL prestige; INCOME; PAYMENT
- Publication
ICFAI Journal of Consumer Behavior, 2007, Vol 2, Issue 2, p57
- ISSN
0973-3760
- Publication type
Article