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This book highlights the consumer buying behaviour for durables is worth studying due to inherent complex factors involved.
The two-wheeler market is expanding day by day with different manufacturing the market with different manufactures entering the market with different models.
The competition in the two-wheeler market is increasing as the marketers launching new marketing strategies to satisfy the consumer needs.
It also focuses on how and why consumers make decision to buy a two-wheeler.
The size of the consumer market today is very vast and expanding constantly.
Consumer tastes and preferences are getting highly diversified and are changing with time.
These buyers were exhibiting diversified preferences and less predictable purchase behaviour.
Moreover, a great attention is being paid to consumer protection.
Therefore the need arises to study the behaviour of the buyer to understand the impacts of consumer protection on the consumer.
Although this book helpful to the marketers would find difficult to an appropriate market mix to appeal and influence all the customers because individuals significantly vary in terms of incomes, occupation, tastes, residence, ages, etc...
SURESH VADDEAssociate ProfessorDepartment of Accounting & FinanceCollege of Business & EconomicsMekelle University,Mekelle, Ethiopia
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