Brand Positioning Towards Major Brands of Two Wheeler Moter Cycles and Its Impact on Buying Decisions with Reference to Tiruchirappalli District

In an era of increasing global competition, “Brand positioning” remains a research topic of strong interest. By keeping in view that future disposable income of average household people will increase, so in future their demand and need both increases. To meet their expectations it become a prime importance to study various factors influencing their positioning and hence impact on purchase decision. In Case with the purchase of an automobile, people prefer motorcycle over a four wheeler because motorcycle is economical and affordable. In other words we can say that motorcycle is a common man vehicle. The study focuses on major two wheelers brands such as Hero, Honda, TVS, Suzuki, Bajaj and Yamaha. Keeping in consideration that people have a criteria of preference in the minds before they go to purchase a motorcycle, the researcher has tried to summate some of the factors which people evaluate before the actual purchase. The study aims to showcase factors like product attributes, price, resale value, credit facility, mileage and advertisement plays role in buying decision.