A Study on Consumer Buying Behaviour Towards Bajaj Pulsar in Coimbatore City

The two-wheeler sector is essential to the Indian automotive industry and makes a substantial contribution to job creation and economic expansion. Two-wheelers are now the most popular form of transportation in India because of the country's fast urbanisation, growing population, rising fuel prices, and need for reasonably priced personal transportation. Due to its attractive appearance, dependable performance, affordable price, and positive brand perception, particularly among younger customers, Bajaj Pulsar has solidified its place in the market among other motorcycle brands. Analysing consumer preferences and satisfaction is crucial for retaining customer loyalty and market share in a highly competitive market. Understanding consumer behaviour helps businesses design better products, improve service quality, and develop effective promotional strategies. The analysis of consumer purchasing patterns for Bajaj Pulsar motorcycles in Coimbatore is the main objective of this study. The study seeks to comprehend consumer demographics, awareness sources, factors influencing purchase decisions, user satisfaction, and issues encountered. The study made use of both primary and secondary data. A structured questionnaire was used to collect primary data from 100 respondents, and books, journals, corporate reports, and websites were used to collect secondary data. The study used a descriptive research design, and statistical methods for data analysis and interpretation included average score analysis, Chi-square test, ANOVA, and simple percentage analysis. The study's conclusions show that young consumers strongly favour the Bajaj Pulsar, especially when it comes to aspects like price, performance, mileage, and brand image. Word-of-mouth and advertising are recognised as important sources of awareness. The majority of respondents expressed satisfaction with the Bajaj Pulsar's overall performance and design, despite some complaints about mileage and maintenance costs. The study comes to the conclusion that Bajaj Pulsar's brand position in the cutthroat two-wheeler market can be strengthened and customer satisfaction increased through ongoing product innovation, better after-sales care, and successful marketing tactics.