Marketing of two-wheelers in liberalized India

Two-wheeler industry in India has now traveled the change from the seller's market to the buyer's market. The issues like the product mix, target segments, technology level and environment have been discussed. Preferences of aspirant male, aspirant female, experienced male and experienced female as regards type of two-wheeler, service agency and rating of 23 factors are discussed. A comparison of quality of service of three types of service providers is made. Approaches for product development are deliberated at length. Simple tools like dyadic models, feature mapping and evaluation criteria for an objective and systematic selection of dealers were formulated. The qualitative futuristic changes likely to take place will be customer based, manufacturer based, dealer based and environment based.

Autorentext

Name: Dr. Milind Trivikram Phadtare Affiliation: Administrative Staff College of India, Hyderabad, Andhra Pradesh, India. Designation: ONGC Chair Professor for Strategic Management and Area Chairperson of Marketing area

Klappentext

Two-wheeler industry in India has now traveled the change from the seller's market to the buyer's market. The issues like the product mix, target segments, technology level and environment have been discussed. Preferences of aspirant male, aspirant female, experienced male and experienced female as regards type of two-wheeler, service agency and rating of 23 factors are discussed. A comparison of quality of service of three types of service providers is made. Approaches for product development are deliberated at length. Simple tools like dyadic models, feature mapping and evaluation criteria for an objective and systematic selection of dealers were formulated. The qualitative futuristic changes likely to take place will be customer based, manufacturer based, dealer based and environment based.