Brand Perception of Prominent Heavy Bikes in India

Abstract

The premium motorcycle segment in India has witnessed significant growth in recent years, driven by changing consumer preferences and rising income levels. Motorcycles are no longer considered only as a mode of transportation but also as a reflection of lifestyle and personal identity. This study focuses on analyzing consumer perception towards prominent heavy motorcycle brands in India. The research examines both functional factors such as reliability, fuel efficiency, and after-sales service, as well as symbolic factors like brand image and status. Data was collected from 184 respondents using a structured questionnaire. The findings indicate that practical factors such as fuel consumption and value for money have a greater influence on purchase decisions compared to symbolic factors. The study also highlights the importance of reliability and service in shaping consumer perception.