• M.MUNEIAH
• L.vincent raj kumar

In today's competitive two-wheeler market, understanding consumer preferences is essential for optimizing marketing strategies and enhancing brand performance. This study explores the factors influencing consumer behavior toward Yamaha Motors in Srikalahasthi, analyzing aspects such as brand perception, purchasing patterns, and decision-making criteria. Primary data was collected from 100 respondents through structured questionnaires, supplemented by secondary data from industry reports. The research highlights key consumer preferences, including the importance of design aesthetics, brand reputation, and value-added features. The analysis provides valuable insights into how pricing, promotions, and financing options affect consumer choices in the two-wheeler segment. These findings contribute to a deeper understanding of market dynamics and consumer psychology in the automotive industry.

Consumer behavior, two-wheeler market, brand perception, purchasing decisions, customer preferences.

"A study on consumer behaviour towards yamaha two wheeler with reference to sri sai enterprises, srikalahasti ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.e280-e286, May-2025, Available :http://www.jetir.org/papers/JETIR2505501.pdf

"A study on consumer behaviour towards yamaha two wheeler with reference to sri sai enterprises, srikalahasti ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppe280-e286, May-2025, Available at : http://www.jetir.org/papers/JETIR2505501.pdf