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CONSUMER PREFERENCES AND PURCHASING BEHAVIOUR ON YAMAHA MT-15 IN COIMBATORE CITY

 

 

Authors:

1. SUGAN, Dr. A. ANANDALAKSHMY, S. FAHEEMA

Department of Commerce Accounting and Taxation, Dr.N.G.P. Arts and Science College, Coimbatore, Tamilnadu-641048, India.

Professor, Department of Commerce with Accounting and Taxation, Dr.N.G.P. Arts and Science College, Coimbatore, Tamilnadu-641048, India.

 

 

ABSTRACT

The Indian two-wheeler market is quickly expanding, due to changing customer preferences, rising disposable income, and increased demand for high-performance yet accessible motorcycles. This study examines consumer preferences and purchasing behavior for the Yamaha MT-15 in Coimbatore, an important market for motorcycle lovers. It looks at things like brand reputation, engine performance, fuel economy, cost, design, technological features, after-sales service, and financing choices. A structured survey was conducted among Yamaha MT-15 owners and potential consumers to learn about their preferences and decision-making processes. The findings show that engine power, sporty design, fuel efficiency, and brake systems all have a substantial impact on purchasing behavior. Affordability, financing options, dealership experience, and internet marketing all play important roles. High maintenance costs, spare component availability, and brand competition were among the issues found. This study's findings can assist Yamaha, and other stakeholders improve their marketing strategy, customer service, and product offers. These data help us better understand consumer behavior in the premium commuter bike segment.

Keywords: Yamaha MT-15, consumer preferences, purchasing behaviors, motorcycle market, engine performance, fuel efficiency, affordability, design, financing options, after-sales service, marketing strategy, premium commuter bikes, Coimbatore.

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