An empirical and fuzzy logic approach to product quality and purchase intention of customers in two wheelers

Abstract

This research paper investigates the level of product quality based on the dimensions of quality. Customers' priorities when purchasing a two wheeler have been analysed for different manufacturers using a structured questionnaire. This study uses both an empirical and a fuzzy logic approach to accomplish the research objectives. Among the different brands that are available in the Indian two wheeler market, customers have given priority to high trade-in value, power to climb hilly areas, ease of modification, availability of many accessories, and high pick up during overtaking. This research highlights the effect of high trade value on performance, an effective braking system effect on reliability, and engine life on durability; among two wheeler customers, a two wheeler's conformance to specifications has a positive relationship with lower maintenance during the purchasing process. This study has proposed a framework for product quality and purchasing strategies for customers when buying two wheelers that takes into account the factors affecting the purchase of two wheelers in the Indian market.