BUYING BEHAVIOR OF WOMEN CUSTOMERS’ A STUDY WITH REFERENCE TO TWO WHEELER DEALERS AT VISAKHAPATNAM CITY

This research focuses on buying behavior of women customers a study with reference to two wheeler Dealers atVisakhapatnam City. Specifically the research covers three topics assessment of the factors influencing women towardspurchase of two-wheeler, assessment of the effect of demographic factors in purchasing from various branded companies,and assessment of the effect of demographic factors in purchasing particular brand. The strategy followed is surveystrategy, and the number of respondents selected are 366 customers. After data is collected from these respondents,descriptive analysis tools are applied. At the end the research identified the factors considered as more influential from thedealer of particular brand and various branded companies. It is also identified that there is significant difference amongvarious demographic group women two-wheeler customers on motivational factors in their purchasing behavior from bothparticular dealer and dealer of various branded companies.