Brand Preference of Two Wheelers – A Study With Special Reference to Bajaj Two Wheeler Users in Salem District

India is the second largest manufacturer of two wheelers in the world. It stands next only to Japan and China in terms of the number of two wheelers produced and sold in the world. It is the world's largest manufacturer and seller of the two wheelers. The two wheeler market has a perceivable shift from a buyers' market to a sellers' market with a variety of choices. The objective of the study is factors influencing the purchase of Bajaj Two Wheelers, gender wise influences, age wise preference of factors regarding purchase decisions of consumer in Salem District. Convenience sampling method was used to collect the data. The size of the sample is 130. The primary data was collected through questionnaire from the respondents of Salem District. For analyzing the primary data, statistical tools such as T-test, F- test and Factor analysis were used with the help of SPSS Software. The major finding of the study is there is no significant difference between age group and the total factors influencing Bajaj Two Wheeler purchase behavior of consumers. Age, gender, area, educational qualification, occupation and income are also affecting the brand preference of Bajaj Two Wheeler users in Salem District.