Title: Comparing product features of motor cycles - a multi-group analysis
Authors: Alagirisamy Kamatch Subbiah Sukumaran
Addresses: School of Management, SASTRA University, Thanjavur, Tamilnadu, India
Abstract: The study compares the product features of motor cycles based on the preferences of the consumers. Inman (2001) felt the need for creating an inventory of features which can be used to elicit the choice of the consumers. The literature dealing with satisfaction from product features are mostly based on social and demographic characteristics. There are not many studies which analyse the product-features themselves based on the choice of the consumers. This study is unique to attempt multi-group analysis in addition to regression, for the purpose of identifying the unique product features of two leading motor cycle brands. The results of the study will be useful to the two-wheeler manufacturers and marketers to identify the distinctive product features of the motor cycles, formulation of marketing strategy and, in the development of new models of motor cycles.
Keywords: motor cycles; product features; multi-group analysis.
International Journal of Advanced Intelligence Paradigms, 2018 Vol.10 No.3, pp.209 - 222
Received: 19 May 2015
Accepted: 30 Oct 2015
Published online: 28 Mar 2018 *