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ABSTRACT
The marketing concept isconsumer oriented and the emphasisis more on the consumer rather thanon the product. The essence ofmodern marketing lies in building ofprofit along with creatingmeaningful value satisfaction for thecostumers, whose needs and desireshave to be coordinated with the setof products and productionprogrammes. Therefore, marketingsuccess an enterprise depends as itsability to create a community ofsatisfied consumers. All the businessactivities should be carried out inways which are directed towards thesatisfaction of the consumer needs.Consumer behavior is affectedby a host of variables ranging frompersonal, professional needs,attitudes and values, personalitycharacteristics, social economic andcultural background, age, gender,professional status to socialinfluences of various kinds exerted afamily, friends, colleagues, andsociety as a whole. The combinationof these factors help the consumer indecision making further Psychologicalfactors that as individual consumerneeds, motivations, perceptionsattitudes, the learning processpersonality characteristics are thesimilarities, which operate across thedifferent types of people andinfluence their behavior.
There are four major factorswhich influences on the buying behavior of consumer.
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
So a study had been conductedon “Consumer Behaviour TowardsTwo-Wheeler Motor Bikes” in thetwin cities i.e. Hyderabad andSecunderabad with a sample of 100consumers by selecting two wheelermotor bikes i.e. Hero Honda, Yamaha,and TVS bikes and data had beencollected through structuredquestionnaire.2 Osmania Journal of ManagementMarketing starts with theconsumers and ends with theconsumer. Satisfaction of theconsumers becomes the mostimportant goal of a businessenterprise. The effort to ensureconsumer satisfaction lies inunderstanding the consumer, his likesdislikes, his expectations andmotivation.An analysis of the consumer’sbehavior in terms of consumerconsumption patterns, consumerpreferences, consumer motivation,consumer buying process and shoppingbehavior is very much helpful toformulate a firm’s marketing strategy.So the ultimate objective of abusiness firm is to create a consumerwho is said to be pivot around whomthe entire business of a firm revolve.Thus the marketing concept isconsumer oriented and the emphasisis more on the consumer rather thanon the product. The essence ofmodern marketing lies in building ofprofit along with creatingmeaningful value satisfaction for thecostumers, whose needs and desireshave to be coordinated with the setof products and productionprogrammes. Therefore, marketingsuccess an enterprise depends as itsability to create a community ofsatisfied consumers. All the businessactivities should be carried out inways which are directed towards thesatisfaction of the consumer needs.A consumer decision to purchasea particular brand of motor cycleconsumers result to complexinterplay of a consumer variables thestarting point for the companyprovides the decision processmarketing stimuli in shape of brand,promotion, price and distributionstrategy. The potential consumeralong with other stimuli alreadyexciting receives the marketingstimuli in the environment. Thestimuli my social economic, cultural,technological and political in nature.