Motivation and perception towards the purchasing decisions of a big-bike.

Abstract

Due to the significant amount of “Big-Bike” (larger than 500cc engine motorcycles) users that are growing in number every day in Bangkok, the Motorcycle industry needs to have a deeper understanding of consumer purchasing decisions. This research will discuss the motivations and perceptions surrounding buying a big bike in Bangkok in order to create relevant and powerful marketing strategies. The objective of this research is to identify the factors, which influence consumer’s motivations and perceptions, to gain insight on the purchasing decisions of buying a Big-Bike in Bangkok and to further use this research to develop marketing strategies for motorcycle companies. This research focuses on twelve big bike users; with motorcycle engines exceeding 500cc, within the Bangkok area. The data was collected though in-depth interviews. The questions were asked to the interviewee face-to-face and one-by-one and then each answer was clustered with each similar group of answers. The results and conclusions are from the interviewees’ answers; nineteen attributes formed three factors that motivated consumers to buy a big bike. Those three factors are: Intrinsic motivation, the fun and feeling of freedom; extrinsic motivation, that it creates a positive consumer image for the rider and can enhance their look; moreover, the product attributes which are the most important factors that influences consumers’ buying decisions. This factor consists of brands that are reliable, well known and have been established in the big bike or motorcycle market for a long time. Appearance and performance answers consumers’ needs at a different time. Lastly with the price, company should provide a large price range, many products and run promotions. These were the motivations to buy a big bike that worked together with the consumer’s perception of making a buying decision that consists of convenience and promote a good community. The recommendations are that big bike companies should create a strong story to link with relevant activities and make strong success claims by using niche but powerful media. Moreover marketing should trigger consumer emotion showing the contentment of the freedom of riding, the fun and promoting a good community, added with the convenience of riding in the city.