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The book Consumer buying behavior of two wheelers has been written for the award of degree of Doctor of Philosophy in marketing specialization. The book covers both theoretical explanations and quantitative analysis of the selected objectives and testing of the relevant hypotheses. The contents include: Introduction and methodology, Consumer buying behavior, Growth and development of two wheeler industry, Motivational and socio economic factors impact, Determinants of selection of model and brand, Analysis of post purchase behavior, Summary of findings and suggestions. This book is very much useful for academicians, scholars, marketers, producers and consumers of motor cycles. The book helps to know what factors influencing the purchase decision of two wheeler users. It also helps to know information sources used by the consumers, mode of finance, and purpose of buying, extent of usage of motor cycle when compared with other modes of transportation, current most preferred brand, brand willing to purchase and brand shifting pattern etc; are dealt in this book.

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Dr.P.Subbaiah is B.E.in Industrial and Production Engineering from Bangalore University, M.B.A. and Ph.D in Marketing Management from S.V University, Tirupathi. He did M.Tech in Computer Science from A.N.U, Guntur. His area of research is Consumer Buying Behavior and focus is on quantitative analysis and research methods.

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