South Asian Journal of Management

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Factors Influencing Bike Purchase Decisions:A Study of Consumers in Bangladesh


Affiliations
1 Griffith University, Queensland, Australia. Address: 18 Stadller Court, Parkwood, Goldcoast, QLD 4214, Bangladesh
2 Department of Marketing, Jagannath University, Dhaka, Bangladesh
3 GED Cell, Eastern University, Road # 5, House #26, Dhanmondi R/A, Dhaka-1206, Bangladesh
     

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Bangladesh is an emerging market of motorbikes. Here, poor infrastructures, highly income variation of people, large family members, different uses of bikes, and finally the emerging market of bikes stimulate the need for studying about bike users. Thus, the study is designed to take part the theoretical understanding of homogeneity of Bangladeshi consumers and its impact on bike purchasing. The results should assist marketers to know the common traits of Bangladeshi consumers who consider these in buying bikes. A conceptual homogeneity framework has been examined through the SEM with workable questionnaires. So results obtained prop up the conceptual framework showing that all consumers consider the factors such as exterior, convenience, performance, safety, economic aspect, attitude to mark, sale service, after sale service, and country of origin in case of bike purchasing. Marketer should, therefore, use the findings for new brand building, brand extension, market extensions of motorbikes in Bangladesh.

Keywords

Bangladesh, Bike1, Brand, Homogeneity, Purchase Decision.
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  • Factors Influencing Bike Purchase Decisions:A Study of Consumers in Bangladesh

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Authors

Md Ashaduzzaman
Griffith University, Queensland, Australia. Address: 18 Stadller Court, Parkwood, Goldcoast, QLD 4214, Bangladesh
Imranul Hoque
Department of Marketing, Jagannath University, Dhaka, Bangladesh
Farzana Mahbub
GED Cell, Eastern University, Road # 5, House #26, Dhanmondi R/A, Dhaka-1206, Bangladesh

Abstract


Bangladesh is an emerging market of motorbikes. Here, poor infrastructures, highly income variation of people, large family members, different uses of bikes, and finally the emerging market of bikes stimulate the need for studying about bike users. Thus, the study is designed to take part the theoretical understanding of homogeneity of Bangladeshi consumers and its impact on bike purchasing. The results should assist marketers to know the common traits of Bangladeshi consumers who consider these in buying bikes. A conceptual homogeneity framework has been examined through the SEM with workable questionnaires. So results obtained prop up the conceptual framework showing that all consumers consider the factors such as exterior, convenience, performance, safety, economic aspect, attitude to mark, sale service, after sale service, and country of origin in case of bike purchasing. Marketer should, therefore, use the findings for new brand building, brand extension, market extensions of motorbikes in Bangladesh.

Keywords


Bangladesh, Bike1, Brand, Homogeneity, Purchase Decision.

References