Pre-Purchase and Post-Purchase Behaviour of Two Wheeler Motorcycle Consumers in Jorhat

Consumer buying behavior is the process for understanding consumers' selection, buying and using of consumable goods. The purpose of the study is to identify pre-purchase factors and post purchase liking attributes of two wheeler motorcycle users in Jorhat. In addition, it investigates brandwise ownership of two wheelers as well as awareness about this product. Sample survey of 90 consumers were conducted by using simple random sampling technique. Data were collected from two wheeler users on the basis of structured questionnaire. Collected data were analyzed with the help of percentages and Phi and Cramer's V in this study. Results of the survey revealed that the highest percentage of the customers have awareness about Bajaj two wheeler. Research also indicated that 51% of sample consumers are from the age group of 19-25 years. The study highlighted some new insights about the two wheeler motorcycle users' pre-and post buying behavior. Pre-buying behavior of consumers were influenced by several factors namely, design, mileage, comfort, brand value. Post purchase liking attributes of motorcycle users are mainly availability of comfort, pickup, mileage, speed and looks. The research concludes that there was no relationships between (a) two wheeler motor cycle ownership and monthly income; (b) two wheeler motorcycle ownership and source of finance.