Abstract:

Automobile is one of the fastest growing industries in the world. In India after the liberalization the growth of automobile industry and specially two-wheelers industry has been at high pace. But the Indian lower middle class and lower income groups still not in a position to buy firsthand two-wheelers. This has given an opportunity to secondhand motor bikes and two-wheelers dealers to sell them. Though the sales of secondhand motorbikes are 1/4th of total automobile sales, no specific research has been done on consumer behavior of secondhand purchasers. Consumer decision making is a complex process which is influenced by many external and internal stimuli. An attempt has been made to know the demographics and factors that influence the secondhand motorbike purchasers through this study. Hyderabad, capital of Andhra Pradesh, had been chosen for the study. The study has shown that youth of age group of 20-35years among low income groups and lower middle income groups are the major customers for secondhand motorbikes. Mechanics and friends are playing a key role in the consumer decision making process. The study recommends further research in this area as the market potentiality is increasing day by day.

Keywords: Automobiles, Consumer behavior, Motor bikes, Second hand sale, Hyderabad