• Shaik Salman Basha
• DR. K. srinivasa Krishna MBA, Ph.D

A study on various purchase factors of Yamaha scooter and its impact on buying behavior that influence consumer’s buying behavior when considering a Yamaha scooter. Yamaha is a prominent brand in the two-wheeler industry, particularly known for its range of scooters offering performance, style, and reliability. Understanding the key factors that influence consumer decision-making can help Yamaha and other similar companies develop effective marketing strategies and enhance customer satisfaction. The research will employ a mixed-methods approach, combining qualitative and quantitative research techniques. The qualitative phase will involve in-depth interviews and focus group discussions to explore consumers' perceptions, attitudes, and preferences regarding Yamaha scooters. These qualitative findings will provide valuable insights into the underlying motivations and considerations that influence their purchasing decisions Based on the qualitative findings, a structured questionnaire will be designed for the quantitative phase. This phase will aim to quantify the importance of various purchase factors, such as price, design, features, brand reputation, fuel efficiency, after-sales service, and peer influence. The questionnaire will be administered to a diverse sample of potential Yamaha scooter buyers, ensuring representation across different demographic segments. Statistical analysis techniques, including factor analysis and regression analysis, will be employed to identify the significant purchase factors and examine their impact on buying behavior. The findings will enable Yamaha to prioritize the factors that strongly influence consumers' purchasing decisions and tailor their marketing strategies accordingly. Additionally, the study will contribute to the existing body of knowledge on consumer behavior in the two-wheeler industry. Keywords: Yamaha scooter, purchase factors, buying behavior, consumer preferences, marketing strategies, qualitative research, quantitative research.

"A Study on Various Purchase Factors of Yamaha scooter and it's impact on buying behaviour ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 7, page no.b81-b93, July-2023, Available :http://www.jetir.org/papers/JETIR2307113.pdf

"A Study on Various Purchase Factors of Yamaha scooter and it's impact on buying behaviour ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 7, page no. ppb81-b93, July-2023, Available at : http://www.jetir.org/papers/JETIR2307113.pdf