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Role of Family and Purchase Decision of Two Wheeler

Management Prudence Journal

Volume 3 Issue 1

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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