Universal Journal of Industrial and Business Management(CEASE PUBLICATION) Vol. 4(2), pp. 59 - 70
DOI: 10.13189/ujibm.2016.040204
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Information Sources for Two-wheeler Purchase: An Analytical Study with Special Focus on Malappuram District of Kerala

K. P Najeemudeen ^1,*, N. Panchanatham ^2,3
1 Jawaharlal Business School, Karpagam University, India
² MBA Department, Annamalai University, India
³ Karpagam University, India

ABSTRACT

Information is an important aspect in our life. Information or knowledge about the product he intends to purchase is very important for a customer. Similarly, knowledge about the sources from where the customers are getting information is very vital for a marketer for channelizing his marketing communications in such a way that it will reach his target customers in the right way at minimal cost. In that context, the present study is intended to investigate and identify the information sources through which customers are gathering information on two-wheelers and the relative importance of these sources on their purchase decision. This study also tends to analyze the effects of the socio-economic characteristics of consumers on these information sources. This study is based on a questionnaire survey conducted among 681 Two-wheeler users in Malappuram district of Kerala. Statistical tools like Chi-square analysis, ANOVA, Z-Test, Multiple Correlation, Multiple Regression and Friedman Test has been used for the meaningful analysis and interpretation of data. This study will be a ready reckoner for the two-wheeler manufacturing companies and dealers to identify the sources of information which the customers consider to be the most reliable and highly influential in their selection of two-wheeler brands/models. The findings of this study will equip them to make their marketing efforts to be more customers centric and will also facilitate them in the selection of the right medium for communicating with the customers.

KEYWORDS
Information Sources, Customer Awareness, Two-Wheeler, Bike, Scooter, Automobile

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] K. P Najeemudeen , N. Panchanatham , "Information Sources for Two-wheeler Purchase: An Analytical Study with Special Focus on Malappuram District of Kerala," Universal Journal of Industrial and Business Management(CEASE PUBLICATION), Vol. 4, No. 2, pp. 59 - 70, 2016. DOI: 10.13189/ujibm.2016.040204.

(b). APA Format:
K. P Najeemudeen , N. Panchanatham (2016). Information Sources for Two-wheeler Purchase: An Analytical Study with Special Focus on Malappuram District of Kerala. Universal Journal of Industrial and Business Management(CEASE PUBLICATION), 4(2), 59 - 70. DOI: 10.13189/ujibm.2016.040204.