Consumer Buying Behaviour - Introduction the Job of Marketer Is to Meet and Satisfy Target Customers Needs and Wants but “Knowing Customer" Is Not a Simple Task. Understanding the Buying Behavior of the Target Market
CHAPTER-1
Industry Introduction
Introduction of two wheeler industry in India
The two-wheeler industry has grown rapidly in the country since the announcement of the Process of liberalization in 1991 by the finance minister Dr.Manmohan Singh, now Prime Minister of India.
Previously, there was only a handful of two-wheeler Models available in the country.
Currently, India is the second largest producer of two-wheelers in the world. It stands next only to China and Japan in terms of the number of two-wheelers produced and the sales of two-wheelers respectively. In the year 2010-2011, the annual production of two- wheelers in India stood at around 9600801 units. The trend of owning two-wheelers is due to a variety of facts peculiar to India. One of the chief factors is poor public transport in many parts of India. Additionally, two-wheelers offer a great deal of convenience and mobility for the Indian family. Bajaj auto began trading in imported Vespa Scooters in 1948. Meanwhile Automobile Products of India (API) commenced production of scooters in the country in the early 50s.Until 1958; API and Enfield were the only producers of two-wheelers in India. However, Bajaj signed a technical collaboration in 1960 with Piaggio of Italy to produce Bajaj Scooters. This deal expired in 1971.
The condition of motorcycle manufacturers was no different. Until the mid 80s, there were only three major motorcycle manufacturers in India namely Rajdoot, Escorts, and Enfield. The two-wheeler
Market was opened to foreign manufacturers in the mid 80s. The industry, which had seen a smooth ride before, faced fierce foreign competition.
Motorcycle companies like the Yamaha, and Kawasaki, set up shop in India in collaboration with various Indian two-wheeler companies. Companies like Escorts, Rajdoot and faced immense competition from smaller 100 cc Japanese technology motorbikes. Bikes manufactured by Hero, the only company manufacturing
Industry Introduction
Introduction of two wheeler industry in India
The two-wheeler industry has grown rapidly in the country since the announcement of the Process of liberalization in 1991 by the finance minister Dr.Manmohan Singh, now Prime Minister of India.
Previously, there was only a handful of two-wheeler Models available in the country.
Currently, India is the second largest producer of two-wheelers in the world. It stands next only to China and Japan in terms of the number of two-wheelers produced and the sales of two-wheelers respectively. In the year 2010-2011, the annual production of two- wheelers in India stood at around 9600801 units. The trend of owning two-wheelers is due to a variety of facts peculiar to India. One of the chief factors is poor public transport in many parts of India. Additionally, two-wheelers offer a great deal of convenience and mobility for the Indian family. Bajaj auto began trading in imported Vespa Scooters in 1948. Meanwhile Automobile Products of India (API) commenced production of scooters in the country in the early 50s.Until 1958; API and Enfield were the only producers of two-wheelers in India. However, Bajaj signed a technical collaboration in 1960 with Piaggio of Italy to produce Bajaj Scooters. This deal expired in 1971.
The condition of motorcycle manufacturers was no different. Until the mid 80s, there were only three major motorcycle manufacturers in India namely Rajdoot, Escorts, and Enfield. The two-wheeler
Market was opened to foreign manufacturers in the mid 80s. The industry, which had seen a smooth ride before, faced fierce foreign competition.
Motorcycle companies like the Yamaha, and Kawasaki, set up shop in India in collaboration with various Indian two-wheeler companies. Companies like Escorts, Rajdoot and faced immense competition from smaller 100 cc Japanese technology motorbikes. Bikes manufactured by Hero, the only company manufacturing