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

By Ashaduzzaman, Md; Hoque, Imranul et al. | South Asian Journal of Management, January-March 2018 | Go to article overview

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


Ashaduzzaman, Md, Hoque, Imranul, Mahbub, Farzana, South Asian Journal of Management


INTRODUCTION

Homogeneity means common criteria used by a particular target group in purchasing a product. In a particular culture, a specific market segment may consider the common criteria such as economic aspects, design of products, brand name, and sociodemographic conditions to buy a product. In case of vehicle, Bangladeshi prefer exterior factors like design and style, size of wheels and seats, length and weight of bikes, design of headlamp and decoration of bike in buying decision. They also consider how easily to acquire and operate a product. In addition, performance of vehicle such as maximum speed, engine power, and engine sound is one of the top most factors in buying decision. Another aspect of the Bangladeshi people is the priority of the safety features such as antilock system, breaking system, protection system, and the alarm facility of the vehicle. People also consider economic factors like purchasing price, fuel consumption per month, insurance cost, installment condition, resale price, and the maintenance cost. Now customers are conscious about brand. They consider the brand name, company image, and other's positive recommendation about the brand. Thus the paper wants to explore the common criteria (homogeneity) considered by the bike purchasers in Bangladesh.

Recent market conditions of Bangladesh generate the need to study the homogeneity of Bangladeshi consumers in case of buying motorbikes. One of these conditions is the highly income variation among Bangladeshi people. In addition, other conditions such as roads, culverts, traffic jam, and other infrastructures are supportive for motorbikes. Further, the more space on bikes demanded by the large family members generates the need to study about bikes. Moreover, different uses of bikes: renting purposes, personal uses, and official uses make the bikes a center of discussion. Finally, an important condition includes significant increase at bike sales in Bangladesh. So, the cultural diversity, poor infrastructures, highly income variation of people, large family members, and different uses of bikes, and finally the emerging market of motor bikes in Bangladesh stimulate the necessity of studying the homogeneity of Bangladeshi bike users.

Different sources (Ahsan, 2012; and Huda, 2013) indicate the potentiality of bike market in Bangladesh. Until now, eight foreign motor bike companies (i.e., BMW, Honda, Hero, Yamaha, Bajaj, Atlas, Suzuki and TVS) and 1 domestic company (Walton) are selling bikes in Bangladesh (Motor Bike News, 2013). Survey (Ahmed, 2013) shows a significant increase in domestic and international sales from 2011 to 2012. A couple of researches were conducted on online buying (Howladar, Mohiuddin and Islam, 2012), shopping products consuming (Uddin, Parvin and Rahman, 2008; and Khasem and Islam, 2012), cosmetics products buying (Ashaduzzaman and Halim, 2013), impulse buying (Stern, 1962), apparels buying (Goldsmith and Goldsmith, 2002), but no research has been conducted on motorbike buying. So, the economic and academic importance generates the need for studying homogeneity of Bangladeshi consumers regarding bike purchasing.

Early research focused on impulsive buying behavior of Bangladeshi consumers regarding some products (Tinne, 2011) including the relation between demographic profile of consumers and impulse buying. In addition, more research studied the behavior of consumers in superstore shopping including the online buying from superstores. Other studies found out the factors affecting purchasing decision of cosmetics products (Ashaduzzaman and Halim, 2013) and apparels (Salma and Shahneaz, 2013). More recently, research on buying shopping products indicates some common inner psychological characteristics (Uddin, Parvin and Rahman, 2008) of consumers. However, many studies were done on different products such as car items (Bell, 1967), electronic items (Osmonbekov, Bello and Gilliland, 2002), apartments (Millage and Carraher, 2013), food items (Nørgaard, Bruns, Christensen and Mikkelsen, 2007), nonfood items (Lam and Chen, 2006; and Goldsmith and Goldsmith, 2002), and services (Grönroos, 1984). …

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