A Study on Customer Awareness, Preferences, and Service Cost Factors influencing Super Bike Purchase with special reference to Kerala

Abstract

The super bike market in Kerala has witnessed steady growth due to increasing disposable income, lifestyle aspirations, and growing awareness of premium motorcycle brands. This study investigates customer awareness, brand preferences, and service cost factors influencing super bike purchase decisions with special reference to Kerala. Primary data were collected from 109 respondents using a structured questionnaire. Descriptive statistics, correlation analysis, and regression techniques were employed to examine the relationships between variables. The findings reveal that customer awareness of technical specifications, safety features, and brand reputation significantly influences purchase intention. Brand preference, driven by performance, design, and status appeal, also plays a crucial role in decision-making. However, service and maintenance costs emerge as a significant constraining factor, negatively affecting purchase intention among price-sensitive consumers. The study concludes that while awareness and brand positioning positively impact buying behaviour, after-sales service cost considerations remain a key determinant in final purchase decisions.