An Analysis of Consumer Purchasing Behavior in the Two-Wheeler Motorcycle Market Applying Consumer Theory

This study explores the influence of consumer purchasing behavior on the motorcycle market, with a particular focus on high-end markets, such as Japan, and emerging markets, including India, Indonesia, and Vietnam. Key factors analyzing include brand reputation, engine performance, and the rising demand for electric vehicles (EVs), etc. Using multiple regression analysis to test the proposed hypotheses, the findings highlight that brand reputation is the most influential factor in high-end markets, whereas the EVs market needs, local average salary level and local motorcycle service shops coverage play the pivotal role in shaping purchasing decisions in emerging markets. The study collects extensive data from the internet marketing report and uses regression models and T-test to assess the impact of various variables on sales performance. Based on the results, the study proposes tailored market strategies for different regions. Lastly, it also explains the model's limitations and recommends future improvement by reforming the calculation with more variables and market sales data.