Role of Family and Purchase Decision of Two Wheeler
Published: 2012
Author(s) Name: M. Geetha Bai
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Abstract
The purpose of this paper is to measure the role of
family members and its influence on purchase
decision for two-wheelers in select districts of Andhra
Pradesh. To empirically prove that there is any
influence of family members in purchase decision
for two-wheelers; chi-square and factor analysis has
been used in this study. The study finds exclusive set
of statements were prepared pertaining to the buyer
behaviour for two-wheelers. And factor analysis
yielded two factors which have been empirically
proved that there is an influence of family members
in purchase decision of two-wheelers. The marketers
of two-wheeler must frame their product design and
communication strategy in such a way that it must
appeal.
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