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

Kottala Sri Yogi*

Department of Industrial & Production Engineering, Institute of Technology, Guru Ghasidas Vishwavidyala (A Central University), Bilaspur 495001,Chhattisgarh, India

a r t i c l e i n f o

Article history:Available online 4 March 2016

Keywords:Product qualityTwo wheelerPurchase intentionBrandPerceived qualityFuzzy logic

* Corresponding author. Tel.: þ91 9575200766 (moE-mail address: kottalasriyogi@gmail.com.Peer review under responsibility of Far Eastern

University, Dalian University of Technology, Kokushik

http://dx.doi.org/10.1016/j.psrb.2016.02.0012405-8831/Copyright © 2016, Far Eastern Federal UnivB.V. This is an open access article under the CC BY-N

a b s t r a c t

This research paper investigates the level of product quality based on the dimensions of quality. Cus-tomers' priorities when purchasing a two wheeler have been analysed for different manufacturers usinga structured questionnaire. This study uses both an empirical and a fuzzy logic approach to accomplishthe 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 ofhigh trade value on performance, an effective braking system effect on reliability, and engine life ondurability; among two wheeler customers, a two wheeler's conformance to specifications has a positiverelationship with lower maintenance during the purchasing process. This study has proposed a frame-work for product quality and purchasing strategies for customers when buying two wheelers that takesinto account the factors affecting the purchase of two wheelers in the Indian market.Copyright © 2016, Far Eastern Federal University, Kangnam University, Dalian University of Technology,Kokushikan University. Production and hosting by Elsevier B.V. This is an open access article under the CC

BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

1. Introduction

Customers' ever changing demands and priorities for productfeatures force manufacturers to produce quality products, whichhas a significant impact on the product or service performance.Product quality is thus linked to customers' value and satisfaction,both of which are vital for the marketer's product positioning tools.In this competitive environment and dynamic market, no twowheeler manufacturing company can survive without knowing itsproduct's strengths and weaknesses. Manufacturers must fortifythemselves against threats from the market environment andexploit their strengths or increase profits. To do so, the companymust conduct regular surveys to understand customers' opinions,needs and preferences as part of incorporating the “voice ofcustomer”. This helps companies tomanufacture product that meetcustomers' expectations. Satisfaction entails a person's feelings ofpleasure or disappointment resulting from comparing a product'sperceived performance to his or her expectation. Thus, when a

bile).

Federal University, Kangnaman University.

ersity, Kangnam University, DalianC-ND license (http://creativecomm

company is positioning itself in a dynamic business environmentwith competitive advantage, it is necessary to incorporate the de-terminants of customer satisfaction. Consumer behaviour may bedefined as the decision process and physical activity in which in-dividuals engage when evaluating, acquiring, using or disposing ofgoods or services.1 Studies taking a social perspective on twowheeler promotional strategies in Kerala, India have been influ-enced by social, economic and technological factors (Ramesh-waran). The objective of this paper is to understand the dimensionsof quality and their effect on the purchase intention of twowheelers as a product, different factors that exist between cus-tomers' perceptions and the two wheeler purchase decision. Jhonand Christopher (2013) found a positive trend regarding the in-fluence of peers on the decision to purchase a two wheeler inCoimbatore, India. In this study, a questionnaire has been admin-istered to customers who bought two wheelers in India.

This paper comprises five sections:

1. An introduction to the Indian two wheeler market and theresearch objectives

1 Source: http://www.wbiconpro.com/446-Rameswaran.pdf.

University of Technology, Kokushikan University. Production and hosting by Elsevierons.org/licenses/by-nc-nd/4.0/).

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e6958

2. A literature review discussing the purchase intention of auto-mobiles; purchase intention among Malaysian consumers; therelationship between purchase intentions and country of origin,perceived quality and brand; and fuzzy logic and purchaseintention.

3. Research methodology covering research design and the mea-surement of product quality and purchasing intention of twowheelers using the fuzzy logic approach.

4. Results and discussion covering descriptive statistics, measure-ment validation, aggregated fuzzy priority weighting andranking of main-level indices.

5. Conclusion and limitations of the study.

1.1. Indian two wheeler market

In the Indian automobile industry, the two wheeler segmentcontributes the greatest volume amongst all of the segments at asize of Rs 100,000million annually. The Indian automobile segmentcan be broadly categorized into three sub segments: scooters,motor cycles and mopeds, while some categories are formed bycombination of two or more segments. The two wheeler segmenthas five players and most of the companies have foreign collabo-rators. Most of the companies are currently planning for 100%subsidiaries in India.

According to an automotive mission plan report covering2006e20162 from the Indian Ministry of Heavy Industries andPublic Enterprises, there are fourteen two wheeler manufacturingcompanies operating in India. However, the dominant players areHero, which has eight models available; Bajaj, Yamaha, Honda andRoyal Enfield, each of which has five models; and TVS MotorCompany, which manufactures four models available in the Indianmarket.

The world's largest two wheeler manufacturer and seller, HeroMoto Corp, has an annual sales turnover of US 15 billion dollars.This is largely due to the significant growth of the Indian twowheeler industry, which has grown along with people's personaldisposable incomes and is expected to have a continuing positiveimpact on India's economic growth in the coming years. Tenpercent of India's annual GDP comes from the design and manu-facture of automobiles and auto components with amarket value ofUS 145 billion dollars, and sector employment is expected to growto 25 million people by 2016.

According to a report on the Indian two wheeler industry pub-lished by ICRA Limited, the projected volume of growth in the twowheeler industry from 2014 to 15 is 14.8%. The volume of growth inthe scooter segment is particularly high, predicted to be 30.7% from2014 to 15, continuing a trend of robust segment growth due to theentry of new models from different manufacturers. As Hondacontinues to grow its market share, new model launches by TVSsupport its volume growth in 2014e15, both of which havecontributed to positive trends in the two wheeler manufacturingindustry.

1.2. Research objectives

1. To determine the important factors affecting the purchase oftwo wheelers in the Indian market.

2. To study the dimensions of quality and its effect on the purchaseintention of two wheelers as a product.

2 Source: http://www.siamindia.com/uploads/filemanager/19ReviewofAutomotiveMissionPlan2006-2016.pdf.

3. To develop a framework for product quality and purchasingstrategy for customers buying two wheelers in the Indianmarket.

A research gap emerged from studies on purchase intentionamong consumers of two wheelers in India: as of yet, no empiricaland fuzzy logic approach studies have been performed. The di-mensions of quality in relation to product quality as a purchasingstrategy among Indian two wheeler customers is abstracted in theliterature.

2. Literature review

2.1. Methodology of literature review

Internationally available and refereed scholarly journals andpublications were used as the sources for this literature review. Thesearch for contemporary journal publications was carried out onScopus, Google Scholar, Emerald Insight and refereed internationalconference publications. The keywords used in the search werequality, durability, performance, reliability, dimensions of quality,country of origin (COO), brand, purchasing intention, softcomputing, fuzzy logic and automobile. For this search, the mostrelevant one hundred and one research papers in terms of technicalcontent published in the last ten years were considered for review.The remainder of this section is classified into five sub sections: 1)purchase intentions of automobile, 2) purchase intentions of auto-mobile among Malaysian consumers, 3) purchase intentions andcountry of origin, 4) purchase intention as it relates to perceivedquality and brand, and 5) fuzzy logic and customer behaviour.

From Table 1 Literature on purchase intention in automobilescovering four wheelers among consumers from Sri Lanka, Africa,the U.K and Algeria with a special focus on India. Significant workpioneered that influencing factors in purchasing an automobileinclude: purchase intention, consumer behaviours, customer ser-vice, disposable income, brand image, environmental conscious-ness cultural factors, customer loyalty, customer attitude, safetyand quality of service.

From Table 2, purchase intention among Malaysian automobileconsumers; researchers found that perceived quality, value, envi-ronmental issues, brand loyalty, product quality, religiosity, pricesensitivity safety and ethnocentric tendencies are all influencingfactors.

2.2. Purchase intentions and country of origin

According to Nagashima (1970), a product's country of originconjures images of the reputation and stereotypes that business-men and consumers attach to products from a specific country. Thisimage is created by variables like representative products, nationalcharacteristics, economic and political background, history andtraditions.

When choosing a particular automobile, country of origin has asignificant effect that holds when considering the purchase of a twowheeler or four wheeler. As demonstrated by significant studies onpurchase intention and country of origin, some of the influencingfactors in this context that emerged from the literature review arebrand, ethnocentrism, perceived quality, product knowledge, con-sumers' decision making processes, product origin and foreignproducts Table 3.

2.3. Dimensions of quality

There are many different definitions and dimensions of qualitydiscussed in the academic literature on quality. One of the most

Table 1Purchase intentions of automobile.

Author (s)/Year Findings/significant contribution

Lai soon et al. (2013) Proposed adoption of green behaviour, global warming, ozone layer depletionShende (2014) Behaviour priorities while purchasing a car, disposable income, value for money, safety and driving comfortsShimpi (2012) Relationship between family income and make of the car; gender and colour of the car, family income and selling price among used cars

in Pune, India.Shailesh (2014) The usefulness of factors on the safety, security, quality, performance, value and technology dimensions are better predictors of buyers'

purchase intention towards cars.Kumar (2012) High positive correlation between the constructs of customer service and product quality with customer satisfaction and loyalty in the

Indian car industry.Akila et al. (2015) Financial status to buy a vehicle, prefer vehicles that can transport family comfortably irrespective of the brand among customers in

Vellore City, India.Singh (2011) Determinants of customer satisfaction, expectations and buying preferences among four wheelers brands in India.Yusof et al. (2013) Purchase intention of environmentally friendly automobiles. Relationships between the consumers' feelings of environmental

responsibility, values, knowledge, perceptions of environmental advertisement.Afroz et al. (2015) Individual values and attitudes of consumers influence their purchase intention of electric vehicles (EVs) using the theory of reasoned

action (TRA)Shaharudin et al. (2011) Relationships between extrinsic attributes of product quality with repurchase intentions. No influence found for intrinsic attributesLi et al. (2011) Corporate brand credibility, perceived corporate-brand origin, self-image congruence, positive impacts on purchase intention.Jahanshahi et al. (2011) Positive relationship between customer satisfaction and customer loyalty in the context of the Indian automotive industry.Leelakulthanit and Hongcharu

(2012)Value: social well-being, self-expressive value as buying intention of eco-cars among consumers in Thailand.

Hasan (2008), Alamgir et al.(2010)

Brand names influence consumers' choices, customer develops special connection with specific branded products and becomes to brandamong customers in Karachi (Pakistan) and Bangladesh.

Karunanayake andWanninayake (2015)

Influencing factors: customer's environmental attitudes, subjective norms, price perception, preferences, knowledge, perceived risk,intentions as well as expectations of customers regarding hybrid vehicles in Sri Lanka.

Norah (2012) Perceived price, quality, cultural factors, beliefs, perceived brand image and income level influencing consumer buying behaviour forautomotive products at the General Motors East Africa Limited

Khazaei et al. (2013) Purchase intention of luxury cars: relationship with attitude and durability, compliance among respondents of Iran.Menon and Jagathy Raj (2012) Model with major variables that influence the consumer purchase behaviour of passenger car owners in the state of Kerala, India.Thiripurasundari and Natarajan

(2011)Brand preference and brand loyalty play an important role in creating brand equity in purchasing cars.

Reguig and Maliki (2014) Socio economic and environmental factors influence the decision to buy a new car in Algeria.Nataraj and Nagaraja (2012) Consumer attitudes towards Internet-based car manufacturers' websites.Ahmed et al. (2013) Safety was the top consideration followed by quality, value performance, design, technology and environment among consumers in

North Wales, UK.Raj Kumar (2014) Safety, looks, shape, features, interior image, presales and post sales policies influence customers buying cars in the National Capital

Region, India.Yuvaraju and Rao (2014) Factors influencing the purchase of two wheelers (bikes): quality of service, pick up, price and design among customers in Tirupati, India.Geetha Bai (2012) Perceptions and attitudes were influenced by family members when purchasing two wheelers.

Table 2Purchase intentions among Malaysian consumers.

Author (s)/Year Findings/Significant contribution

Yee and San (2011) Effect of factors, perceived quality, perceived value and perceived risk on Malaysian consumers' purchase decision towards cars.Esa and Mohammad Shah

(2013)Malaysian consumers are willing to sacrifice their spirit of environmentalism to purchase local non-green cars or remain loyal to their love fornature and purchase foreign green technology cars.

Santoso and Cahyadi(2014)

Brand association and brand loyalty each have a significant influence towards purchase intention.

Wong and FanMo (2013) Purchase intention of consumers in a multi-racial society was affected by their income and race. Uses Theory of Reasoned Action Model(TRAM).

Mansor et al. (2014) Environmentally friendly products are still less prevalent, customers' intention to buy green cars based on the perception of environmentalbenefits, benefit-to-self, attainable among Malaysian consumers.

Khamis and Abdullah(2014)

Product quality and price fairness leads to customer satisfaction; customer satisfaction will lead to trust, and trust influences the purchaseintention among Malaysian consumers.

Abd Aziz et al. (2015) Conceptual model outlining predicting factors like religiosity, price sensitivity and personnel responsiveness to impact the purchase intention,moderating role of product quality in the Halal industry.

Lasuin and Ching (2014) Environmental concern and self-image showed a positive significant relationship with green purchase intention.Pauzi et al. (2014) Price was the dominant contributor to the purchase intention of imported vehicles, safety features of imported vehicles were worth the price

offered.Kamaruddin et al. (2002) Openness to new culture, conservatism and fatalism are significantly related to ethnocentric tendencies.

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e69 59

famous definitions of quality was developed by David Garvin ofthe Harvard Business School (1984). Garvin proposed the followingeight dimensions: performance: a product's primary operatingcharacteristic; features: the additional features of the product;conformance: the extent to which a product's design and operatingcharacteristics meet established standards; reliability: the proba-bility that a product will operate properly over a specified periodof time under stated conditions of use; durability: the amount of

use the customer gets from the product before it deterioratesphysically or until replacement is preferable; serviceability: thespeed, competence, and courtesy of repair; aesthetics: how aproduct appeals to our five senses; and customer perceived quality:customer's perception of a product quality based on the reputationof the firm.

From Table 4 presents the relevant literature on perceivedquality and brand in purchase intention considering different

Table 3Purchase intentions and country of origin.

Author (s)/Year Findings/Significant contribution

Lee (2013) Brand globalness has a direct influence on purchase intention, ethnocentrism does not affect purchase intention among Chinese consumers.Bamber et al. (2012) Modelled country of origin (COO) effects, intention to purchase foreign products, ethnocentrism and foreign product knowledge among average

Indian consumersMramba (2015) Purchase decision for mobile phones among consumers in Dodoma, Tanzania is influenced by three factors: need, country of origin, and

durability.Stoenescu and Capatina

(2015)Perceived quality, ethnocentrism and familiarity in determining to buy a domestic product in Romania as COO consumers' decision makingprocess.

Ghalandari and Norouzi(2012)

Effect of the country of production origin on willingness to purchase in individuals with low product knowledge is greater than in those withhigh product knowledge.

Oyeniyi (2009) Perceive foreign made products as more reliable technologically advanced, stylish and competitively priced than similar Nigerian products.Mohd Yasin et al. (2007) Country-of-origin image has a significant impact on brand equity dimensions among consumers of electric appliancesChung et al. (2009) Brand image has a stronger effect than COO on Koreans' perceptions of hybrid global products.Lee et al. (2001) Base line rating is essential when targeting automobiles opinion of the country.Ashill and Sinha (2004) Components of brand equity through the effect of brand loyalty are three times more important than COO effects.Pappu et al. (2006) Consumer-based equity of a brand is based on the product-category specific degree of economic development of the brand's country of origin;

brand may influence the effects of country of origin.Mahesh (2006) Integrative review of the antecedents and consequences of consumer ethnocentrism (CET).

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e6960

products, including mobile phones, technological products, andhome and consumer products such as automobiles. A review of theliterature finds two salient dimensions on which customers eval-uate quality: 1) product quality: service quality, emotional value,

Table 4Purchase intentions: perceived quality & brand.

Author (s)/Year Findings/Significant contribution

Zeithaml et al. (1996) Conceptual model of the behavioural adifferent service levels relative to cust

Yim et al. (2008) Perceptions of product quality and purin a Western society.

Hoong et al. (2011) Service quality, perceived product quapurchasing intention.

Naeini et al. (2015) Perceived quality had an effect on creaSony customers.

Muahammad et al. (2014) Brand equity motivational force that inof D G Khan (Pakistan).

Vidyarthi (2014) Influence of perceived quality, emotioconsumed necessity brands.

Ainscough et al. (2009) Branding and price impact consumersNigam and Kaushik (2011) Brand equity marketers' marketingmixMirabi et al. (2015) Product quality, brand advertising and

brand tile customers.Jalilvand et al. (2011) Do not undervalue the effects of brand

framework in the automobile industryFen and Lian (2007) Customer satisfaction is crucial for marHanzaee and Andervazh (2012) Brand name, product quality, price, de

subsequently purchase.Imran et al. (2013) Strong correlation among the factors oKarbala and Wandebori (2012) Product, price, place and promotions eKaveh (2012) Customer intention to repurchase a br

and service quality.Chi et al. (2009) Brand awareness, perceived quality, bNdukwe (2011) Product quality influences brand loyalShaharudin et al. (2009) Customer perceptions have no signific

quality.Tsiotsou (2005) Perceived quality levels of product invSaleki et al. (2014) Developed switching intention model

congruity) and functional congruity.Wicker (1969) Correlations between attitude and behAjzen and White (1982) When people are more attentive to thBasg€oze (2012) Brand credibility affects purchase inteAzad et al. (2014) Competitive condition, product develo

intention to purchase.Wernerfelt, 1988; Erdem and Swait, 1998;

Maathuis et al., 2004Credibility is one of the effective sourcthe consumers.

Cardozo (1965) Customer satisfaction can affect consuStylios and Groumpos (1999) Customer willingness to buy or compaKwak and Kang (2009) A team-licensed merchandise relation

price discounts, customer perceptions and customer intentions;and 2) brand: equity, awareness, image, advertising, credibility,loyalty and risks. Third, some authors used existing models (Akersmodel, EKB model) and proposed a switching intention conceptual

nd financial consequences of service quality extensive behavioural-intentions,omers' expectations.chase intentions of foreign versus home products by Chinese consumers who lived

lity and perceived price fairness leads to customer satisfaction, influencing the

tion of brand equity, and brand equity had a larger effect on purchase intent among

fluences customers to make a mobile phone purchase decision among consumers

nal value, perceived prestige and interpersonal influence on purchase of publicly

' decisions to rent motor vehicles.in marketing strategy plays a pivotal role in customer purchase decision criterion.brand name had the highest impact on customers' purchase intention of Bono

awareness and perceived quality on brand loyalty. Based on Aaker's conceptual.keting planning and influencing customers' intention in purchasing two wheelers.sign, promotion, service quality and store environment affect brand loyalty and

f store image and store loyalty.ffect consumers' decisions to buy a product.and is influenced by attitude, image, trust, communication, customer satisfaction

rand loyalty and customer purchase intention mediate purchase intention.ty.ant impact on the customer purchase decision, expect for perceptions beyond

olvement, overall satisfaction and purchase intentions.consisting of self-image dimensions (actual, ideal, social and ideal social self-

aviour were “rarely above 0.30eir own behaviour, attitude-behaviour congruence increases.ntion in technological products.pment strategy, competitive advantage and economic growth effect customers'

es of product standing and plays an important role in the purchase of the brand by

mers' intention to purchase the same products again or purchase other products.nies' predictions of customer purchase intentions.ship exists between perceived product quality and purchase intention.

Table 4 (continued )

Author (s)/Year Findings/Significant contribution

Espejel et al. (2009), Fandos and Flavian (2006) There is a relationship between the intrinsic attributes of product quality and purchase intentions among consumers ofPDO product olive oil, air dried ham.

Richardson et al. (1994) Brand image is often used as an extrinsic cue to make a purchase decision.Akaah and Korgaonkar (1988) People prefer to purchase well-known brand products with positive brand image and lower risks.Kotler (2000) Promotion is a combination of various incentives, including a quick purchasing reaction toward a product or service

within a short time period.Priya and Corfman (1999) Price discounts may attract consumers with economic incentives but also expose them to inferior products of lower

quality.Fishbein and Ajzen (1975) Purchase intention means the subjective inclination of consumers towards a certain product; it is also a key factor in

predicting consumer behaviour.Engel et al. (1995) The developed EKB model depicts the process used to evaluate consumers' decision making.Lin and Lin (2007) Price discounts affect purchase intention apart from brand image.Wang and Tsai (2014) Relationship between demographic variables on brand image, perceived quality, perceived risk, perceived value and

purchase intention.Hsu and Hsu (2015) Brand awareness and experiential quality generate different brand attitudes for consumers and affect purchase intention.Kakkos et al. (2015) Purchasing private labels is found to be influenced by perceptions of risk, value for money, social value and brand

awareness.Hajiha et al. (2010) Risk and Internet preferences of the customers regarding purchase intention for online shopping.

Table 5Fuzzy logic application & customer behaviour.

Author (s) Tools/Approach used Application

Nilashi and Ibrahim(2014)

TOPSIS & fuzzy logic Level of customer intentions while purchasing on business-to-customer (B2C) websites.

Gil-Lafuente et al.(2014)

FDM & FAHP Evaluation criteria focused on understanding the luxury resort hotel (LRHs) industry, comparing business operatingmodels in Taiwan and Macao.

Zlateva et al., 2011 Fuzzy logic Estimated the intention to purchase based on the available information sources and expert knowledge.Acampora and Cosma

(2015)Fuzzy logic Analysis of the performance of fuzzy approaches for the task of predicting customer review ratings using a

computational intelligence framework based on a genetic algorithm for data dimensionality reduction.Chen and Ko (2010) Fuzzy linear programming

(FLP) using QFDEvaluation method for new product development (NPD) to determine fulfilment levels of engineeringcharacteristics and design requirements to maximize customer satisfaction.

Wah et al., 2011 Data mining Predictive models for predicting customer's intent to purchase a car after booking a car.Roy et al. (2006) Fuzzy expert system Customer behaviour analysis, i.e., the categorization of customer and service advisors in a contact centre.Mutlu and Cevik

(2013)Soft computing In the Turkish insurance sector, factors affecting dealer loyalty are dealer satisfaction, dealer trust, dealer perceived

value and relationship time.Bezdek (2011) Fuzzy logic Database searching is considered on a database of used cars in the Czech Republic.Chu (2010) Fuzzy logic Developed a fuzzy linguistic scale to solve the linguistic scale transformation problems generated by traditional

quantitative methods.Abdullah and Khadiah

(2011)Fuzzy Linguistic Evaluation of customer satisfaction based on perceived service quality.

Borovi�cka (2014) Fuzzy logic Criteria weight estimation procedure on the basis of linguistic expressions about the criteria relevance from thedecision maker.

Herrera and HerreraViedma, 2000

MCDM Linguistic approach gives a more flexible framework to manage decision problems using qualitative information.

Fig. 1. Influential factors on purchase intention as emerged from a review of relevant literature.Source: Author

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e69 61

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e6962

behaviouralmodel in relation to the product quality strategy duringthe purchase intention stage.

2.4. Fuzzy logic

Lotfi A. Zadeh was the first to popularize fuzzy set logic as asuccessful research methodology for regardless of discipline in1965. According to Mamdani and Assilian (1975) and Zadeh (1992,1985), when a human being encounters incomplete and uncertaininformation, he or she can sift through evidence and arrive at somesort of conclusion, thus creating an uncertain but sufficient guide tomake practical decisions. The “Father of Fuzzy Logic”, Lotfi Zadeh,has stated in his publication Fuzzy logic, neural networks, and softcomputing (1994), that “In a broad sense, Fuzzy Logic is almostsynonymous with fuzzy set theory. Fuzzy set theory, as its namesuggests, is basically a theory of classes with un sharp boundaries”.Zadeh went on to say, “What is important to recognize is that anycrisp theory can be fuzzified by generalizing the concept of a setwithin that theory to the concept of a fuzzy set”.

In fuzzy logic, forms of knowledge classified into:

1. Objective knowledge e mathematical models/problemformulations

2. Subjective knowledge e linguistic information

The logical coordination of these two forms of knowledge leadsto a fuzzy logic system. “A Fuzzy Logic System is a nonlinearmapping of an input data vector into a scalar output, the vectoroutput case decomposes into a collection of independent multi-input/single-output system” (Mendel, 2001).

From Table 5, in the literature of fuzzy logic and customerbehaviour, some of the influential factors found in relation to thisstudy are: customer intentions, business operating models,computational intelligence, new product development predictivemodels, customer behaviour analysis, factors affecting dealer loy-alty, database searching, fuzzy linguistic scales, customer satisfac-tion, criteria weight estimation and linguistic approaches (Fig. 1).

2.4.1. Hypothetical framework

Hypothesis (1). a high trade value has a significant effect on theevaluation of two wheeler performance when purchasing.

Hypothesis (2). an effective braking systemhas a significant effecton the evaluation of two wheeler reliability when purchasing.

Hypothesis (3). engine life has significant effect on the evaluationof two wheeler durability when purchasing.

Hypothesis (4). conformance to specifications has a positiverelationship with less maintenance.

Hypothesis (5). there is a significant difference in the purchaseintention of two wheelers based on gender.

Hypothesis (6). there is a significant difference in the purchaseintention of two wheelers based on age level.

Hypothesis (7). there is a significant difference in the purchaseintention of two wheelers based on income level.

Hypothesis (8). there is a significant difference in the purchaseintention of two wheelers based on education level.

3. Research methodology

3.1. Research design

This study is based on quantitative research in which sources ofinformation were gathered using a structured questionnaire. Thequestionnaire was modified from previous work by Shaharudinet al. (2011). A seven point Likert scale with end points ofstrongly agree and strongly disagree were distributed to potentialrespondents who were two wheeler customers through email andpersonal interaction. The respondents are from five different Indiancities: Delhi, Mumbai, Bilaspur, Hyderabad and Bangalore.

Chandon et al. (2005) used data from surveyed consumers topredict the pre-survey latent purchase intentions of both surveyedand non-surveyed consumers, evaluating the strength of the as-sociation between the pre-survey latent intentions and the post-survey behaviour across both groups.

The questionnaire consists of a total of forty questions. Sixquestions collect respondents' demographic information. Twentysix questions ask about the purchase intention while buying a twowheeler and eight questions about the view of dimensions ofquality when purchasing a two wheeler (Annexure e I). Datacollection took place fromApril to July, 2015. The target sample was500 respondents and we ultimately collected 121 completedquestionnaires for a response rate of 24.2%.

A pilot study was also conducted using a sample of 30 ques-tionnaires to understand the implications of further study. Factoranalysis, Pearson correlations, chi-Squares and z tests were con-ducted using SPSS 20.0 and Microsoft Excel, respectively. Apartfrom the statistical analysis on the collected data, the fuzzy logicapproach was applied to measure the product quality and pur-chasing intention of two wheelers for the first thirty respondents.The calculated priority weights (on a numerical scale) of the mainindices assigned by the first thirty respondents or customers andthe aggregated fuzzy priority weight and ranking of main levelindices have been calculated (Fig. 2). By considering the descriptivestatistics and ranking of level indices from fuzzy logic, we propose aframework for product quality and purchasing strategy for cus-tomers when buying two wheelers for Indian market Fig. 3.

Appropriateness rating for each of the 1st level evaluationindices ui (rating of ith 1st level index) has been computed as fol-

lows; ui ¼P

uij5wijPwij

In this expression,Uij is denoted as the aggregated fuzzyappropriateness rating against the jth sub index, which is under thei th main index in the 1st level. Wij is the aggregated fuzzy weightagainst the jth sub index (at the 2nd level), which is under the i th

main index in the 1st level.The fuzzy performance index (FPI) has been computed as:

UðFPIÞ ¼P

ui5wiPwi

In this expression, Ui is denoted as the computed fuzzy appro-priateness rating against the ith at the 1st level main index.Wi is theaggregated fuzzy priority weight against the ith 1st level mainindex.

4. Results and discussion

To accomplish the research objectives, i.e., discovering impor-tant factors affecting the purchase of two wheelers, this sectionpresents a quality perceptive purchasing strategy for two wheelerbuyers Table 6.

From Table 7, the majority of respondents who participated insurvey are male (80.2%) undergraduates (79.33%) aged 18e25(48%); however, 43.80% of respondents are government employees,

Step: 1 Selection of linguistic variables for assigning priority weights and appropriateness rating

Step: 2 Collection of customers’ perceptions using structured questionnaire

Step: 3 Representing customers’ perceptions of linguistic judgments using appropriate fuzzy numbers set

Step: 4 Estimating aggregated weight and aggregated rating (customers’ perception) for each of the evaluation index using fuzzy operational rules.

Step: 5 Aggregated fuzzy priority weight & ranking of main level indices.

Fig. 2. Measuring product quality and purchase intention of two wheelers using fuzzylogic approach e a methodology.Source: Author

Table 6Seven-member numerical terms and their corresponding fuzzy numbers.

Linguistic term for weight assignment Fuzzy numbers

Strongly disagree, 1 (0.000, 0.000, 0.167)Disagree, 2 (0.000, 0.167, 0.334)Disagree somewhat, 3 (0.167, 0.334, 0.501)Undecided, 4 (0.334, 0.501, 0.608)Somewhat agree, 5 (0.501, 0.608, 0.775)Agree, 6 (0.608, 0.775, 1.000)Strongly agree, 7 (0.775, 1.000, 1.000)

Source: Author

Table 7Respondents profile.

Demographics Frequency Percentage %

Gender Male 24 19.8Female 97 80.2

Education Ph.d 6 4.95P.G 19 15.70U.G 96 79.33

Age >45 3 236e45 13 1126e35 47 3918e25 58 48

Profession Student 32 26.44Self employed 12 9.91Government 53 43.80Private sector 24 19.83

Monthly income >Rs 50,000 29 23.96Rs 30,000e50,000 24 19.83Rs 10,000e30,000 17 14.04<Rs10,000 51 42.14

Place of residence Others 2 1.65City 71 58.67Town 25 20.66Village 23 19.00

Source: SPSS output

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e69 63

42.14% of respondents have an income of less than Rs10,000 permonth, and 58.67% of respondents are from the city.

4.1. Measurement validation

To test the reliability of the scales, two other measures are alsoused: corrected item-total correlation (CITC) and alpha-if-item-deleted. The use of CITC is suggested by Kerlinger (1986). Allitems of the same construct should to be closely related to the sameunderlying latent variable. If an item's correlationwith its correcteditem total is less than 0.30, then the item should not be included inthe construct. The alpha-if-item-deleted measures the importanceof each item to its related construct. If the item is critical to theconstruct, then the Cronbach's alpha will decrease significantly ifthe item is deleted from the construct. After the item deletionprocess described above was completed, the final measurementscale analysis was conducted. The results are as shown in Table 9.

4.2. Sampling adequacy and correlation matrix sphericity testing

In addition to the reliability and validity of the scales, thenormality and outliers are tested using Kaiser-Meyer-Olkin (KMO)measures of sampling adequacy and Bartlett's test of sphericity.KMO is an index for comparing the magnitudes of the observedcorrelation coefficients to the magnitudes of the partial correlationcoefficients. Small KMO values indicate that a factor analysis of thevariables may be poorly conceived because correlations betweenpairs of variables cannot be explained by the other variables. Aminimum KMO score of 0.50 is considered necessary to reliably usefactor analysis.

Bartlett's test of sphericity is used to test whether the correla-tion matrix is an identity matrix. If it is close to an identity matrix,the variables are not correlated with each other. Therefore, thedesirable test significance level is smaller than 0.05, i.e., the nullhypothesis that the correlation matrix is an identity matrix shouldbe rejected. Table 9 shows that all KMO scores are larger than 0.6.Similarly, all Bartlett's tests of sphericity have significance levels ofp < 0.001. Both results show that it is appropriate to perform thefactor analysis with the data set.

4.3. Factors affecting the purchase of two wheelers in the Indianmarket

The validity and reliability of the constructs of the questionnairecould be assessed by analysing the unidimensionality of eachconstruct. To analyse unidimensionality, which demonstrates thatall items of a single construct measure the same thing, an. eigen-value ‘greater than one’ criteria is applied, which states that thenumber of eigenvalues greater than one are equal to the number offactors (Netemeyer and Bearden, 2003).

From Table 10, the varimax rotation method with kaisernormalization was used under factor analysis. The rotatedcomponent matrix shows that the factor loadings for each variableconsidered in the factor analysis are strongly loaded on the firstfactor, considering the factor loadings on factor 1 which are havingmore than 0.7 are considered. Factor 1 is termed functional aspects.Fulfilling the basic needs of a motor cycle (FTBNC), easy to changegear (ECH), effective suspension system (ESS), easy handling incongested traffic or congested roads (ECHR) and long engine life(LEL) are its five constituent variables with an eigenvalue of 17.23(the eigenvalue should exceed 1) and the percentage of variance is52.212, a number that should not be less than 35%. Similarly, thesecond factor considering the factor loadings on factor 2, whichrange from 0.5 to 0.7, are considered.

Factor 2 is named serviceability. Aesthetics, reasonable spareparts price (RSPP), reliability and durability are its four variables,which have an eigenvalue of 1.645 and a percentage of variance of4.984. Factor 3 is named conformance and comprises conformanceto specifications (CTS), appropriate response while taking sharpbends (ARWTSB). These two variables have an eigenvalue of 1.488and a variance of 4.509. Factor 4, accessibility, comprises being

Table 8Descriptive statistics of product quality and purchase intention in two wheelers.

Measures (Variables) with abbreviation Mean S.D

Plastic parts being used in two wheeler are weather resistant (PPWR) 2.88 1.46High trade value (HTV) 2.80 1.31Power to climb hilly areas (PCHA) 2.71 1.52Plastic parts are not easily broken (PPNEB) 2.69 1.60Easy modifications and installation with many accessories (EIMACC) 2.60 1.41Unique in design and identity (UDID) 2.59 1.26Suitable colour for motorcycle design (SCMD) 2.55 1.12High pick up during overtaking (HPUDO) 2.54 1.41Less service time at service station (LSTSS) 2.51 1.19Easy to kick start in morning hours (EKSM) 2.50 1.52Effective braking system for immediate stoppage (EBS) 2.47 1.41Petrol saving (PS) 2.46 1.50Suitable and effective beam of light (SEBL) 2.46 1.30Nuts and bolts are rust resistant (NBRS) 2.46 1.28Easy to service at any service station (EASSS) 2.45 1.30Special features (SF) 2.40 1.12Ease of changing gears (ECG) 2.40 1.50No vibration at top speed (NVTS) 2.40 1.51Effective suspension system (ESS) 2.38 1.32Fulfil the basic needs of a motor cycle (FTBNMC) 2.36 1.28Reasonable spare parts price (RSPP) 2.36 1.25Overall effective, responsive braking system (OER) 2.34 1.45Aesthetics (ASTHETICS) 2.34 1.08Easy handling in congested traffic or on congested roads (EHCR) 2.32 1.27Appropriate response while taking sharp bends (ARWTSB) 2.31 1.13Less maintenance (LM) 2.31 1.48Fuel saving, especially for long distance travelling (FSELDT) 2.31 1.44High availability of parts and accessories (HAOPACC) 2.26 1.27Long engine life (LEL) 2.26 1.54Reliability (REL) 2.12 1.31Durability (DUR) 2.09 1.19Performance (PER) 2.08 1.31Conformance to specifications (CTS) 1.98 1.00

Source: SPSS Output

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e6964

acceptable for servicing at any service station (EASSS) and havingplastic parts are not easily broken (PPNEB). These two variableshave an eigen value of 1.151 and a variance of 3.488. The final factoris trade value, comprising weather-resistant plastic parts (PPWR)and high trade value (HTV), which have an eigenvalue of 1.093 anda variance of 3.313. Similar studies by Aman et al. (2012), Chan andLau (2000) and Qader and Zainuddin (2011) conceptualize theunidimensionality of these variables.

Fulfilling the basic needs of a motor cycle (FTBNC), easy tochange gear (ECH), effective suspension system (ESS), easyhandling in congested traffic or congested roads (ECHR), longengine life (LEL),aesthetics, reasonable spare parts prices (RSPP),reliability, durability, conformation to specifications (CTS),appropriate response when taking sharp bends (ARWTSB), easyand acceptable for servicing at any service station (EASSS), plasticparts are not easily broken (PPNEB), weather resistant plasticparts (PPWR) and high trade value (HTV) are the importantfactors affecting the purchase of two wheelers in the Indianmarket; thus, this study's first research objective has beenaccomplished.

4.4. Hypothesis testing

To understand the dimensions of quality and its effect on thepurchase intention of twowheelers as a product, we used Pearson'scorrelation coefficient. The correlation is used to understand the‘net strength’ relationship between two continuous variables.

Pearson's correlation coefficient measures the correlation be-tween variables on a scale from �1.00 to þ1.00. When the value isclose to 0, it represents low or absolutely no correlation betweenvariables. According to Dancey& Reidy, a correlation coefficient of 1is perfect, whereas a coefficient falling between 0.7 and 0.9 is

strong, 0.4e0.6 is moderate, and 0.1e0.3 is weak. A correlationcoefficient can be either positive or negative, depending on thedirection of the correlation between variables. A negative correla-tion coefficient shows an inverse correlation between twovariables.

Correlational methods used in previous studies mainly includePearson correlations (both the dependent and explanatory vari-ables are continuous), t-tests (the dependent variable is continuousand the explanatory variable is binary), and chi-square tests (bothvariables are categorical) (e.g., Corbitt et al., 2003; Donthu andGarcia, 1999).Through correlational analysis, the researchers cantest a specific hypothesis regarding whether a certain variable af-fects two wheeler purchase intention.

From Table 11, the coefficient of correlation between reliabilityand performance has a high value of 0.840, which indicates that thehigher the reliability of the two wheeler, the higher its perfor-mance. Similarly, the coefficient of correlation between durabilityand performance and between durability and reliability is 0.84 and0.89, respectively, showing that the higher the durability and reli-ability of a two wheeler, the better its performance.

However, the coefficients of correlation between reliability andan effective braking system; reliability and long engine life; specialfeatures and performance; effective braking system and reliability;and long engine life and durability have moderate effect falling inthe range of 0.4e0.6. Thus hypothesis 1, hypothesis 2, hypothesis 3,and hypothesis 4 are accepted. Consequently, this study's researchobjective has been accomplished.

When measurements relate only to assigning observations tocategories (as in nominal scale data), a chi-square test is used.

According to Williams (1968), the chi-square test is the bestthought of as discrepancy statistic. Hypotheses 5, 6, 7, and 8 aretested using the chi-square test.

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e69 65

4.4.1. Hypotheses testing using chi-square test

Gender Age Monthly income Education qualifications Employment

Chi-square calculated value (a) 44.041 70.867 21.380 117.339 29.512Degree of freedom 1 3 3 2 3Chi square value at 0.05 level of significance (b) 3.841 7.815 7.815 5.991 7.815Interpretation a > b a > b a > b a > b a > bNull Hypothesis Rejected Rejected Rejected Rejected Rejected

Table 10Factors affecting purchase of two wheelers in the Indian market.

Factors Items Factor loading Eigen Value % of Variance

Factor 1 FTBNMC 0.766 17.23 52.212ECH 0.734ESS 0.73ECHR 0.727LEL 0.704

Factor 2 Aesthetics 0.775 1.645 4.984RSPP 0.762Reliability 0.589Durability 0.582

Factor 3 CTS 0.773 1.488 4.509ARWTSB 0.619

Factor 4 EASS 0.603 1.151 3.488PPNEB 0.576

Factor 5 PPWR 0.71 1.093 3.313HTV 0.692

Source: SPSS Output

Null Hypothesis (5): there is no significant difference in twowheeler purchase intention based on gender.Null Hypothesis (6): there is no significant difference in twowheeler purchase intention based on age level.Null Hypothesis (7): there is no significant difference in twowheeler purchase intention based on income level.Null Hypothesis (8): there is no significant difference in twowheeler purchase intention based on education level.

From above discussion, hypotheses 5, 6, 7, and 8 are alsoaccepted.

From Table 12, the top ten main indices from the crisp valuerankings are HTV, PCHA, EIMACC, UDID, PPWR, PPNEB, HPUDO,SCMD, CTS and LBL. From Table 8, the top ten main indices from themean are PPWR,HTV,PCHC, PPNEB,EIMACC, UDID, SCMD, HPUDO,LSTSS, and EKSM. The descriptive statistics and aggregated fuzzypriority weight & ranking of the main indices show that high tradevalue (HTV), power to climb hilly areas (PCHA), plastic parts are noteasily broken (PPNEB), easy modifications and installation with

Table 9Final results of measurement validation of product quality and purchase intention in two wheelers.

Variables CITC Cronbach's alpha if item Deleted Scale statistics

HTV 0.316 0.971 Cronbach's alpha: 0.970Kaiser-Meyer-Olkin measure of sampling adequacy: 0.923Bartlett's test of sphericity c2: 3410.923Significance level: 0.000

PS 0.539 0.970PPWR 0.442 0.970OER 0.752 0.968ESS 0.747 0.968EBS 0.682 0.969ARWTSB 0.668 0.969ECH 0.800 0.968EHCR 0.773 0.968FSS 0.789 0.968LEL 0.834 0.968EKSM 0.757 0.968NVTS 0.796 0.968HPUDO 0.779 0.968LM 0.771 0.968UDID 0.695 0.969SCMD 0.656 0.969LSTSS 0.671 0.969HAOPACC 0.738 0.968SAEB 0.740 0.968FTBNMC 0.711 0.969NBRS 0.667 0.969PPNEB 0.619 0.969PCHC 0.736 0.968EASSS 0.674 0.969PER 0.791 0.968REL 0.804 0.968DURABILITY 0.808 0.968CTS 0.444 0.970ASTHETICS 0.635 0.969SF 0.711 0.969RSPP 0.708 0.969EIMACC 0.603 0.969

Source: SPSS Output

Table 11Correlation analyses.

HTV PER EBS REL LEL Durability SPLFETR CTS LM

HTV 1PER 0.273** 1EBS 0.209* 0.535** 1REL 0.252** 0.840** 0.525** 1LEL 0.212* 0.691** 0.614** 0.684** 1DURABILITY 0.253** 0.841** 0.566** 0.890** 0.662** 1SPLFETR 0.208* 0.590** 0.516** 0.602** 0.563** 0.565** 1CTS 0.329** 0.454** 0.378** 0.440** 0.356** 0.505** 0.407** 1LM 0.352** 0.668** 0.469** 0.721** 0.636** 0.666** 0.526** 0.257** 1

**Correlation is significant at the 0.01 level 2 tailed.*Correlation is significant at the 0.05 level 2 tailed.Source: SPSS Output

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e6966

many accessories (EIMACC), unique design and identity (UDID),suitable colour for motorcycle design (SCMD), high pick up duringovertaking (HPUDO) andweather resistant plastic parts (PPWR) arecommon indices or measurement items that were chosen by re-spondents. By considering these indices, a framework for productquality and purchasing strategy for customers buying twowheelersin the Indian market has been developed.

Three cardinal issues must be considered for the proposedframework: brand image, operational factors and maintenancefactors. At first, brand image has a colossal impact on customers'two wheeler purchase intention: high trade value (HTV), uniquedesign and identity (UDID) of two wheelers available on the mar-ket, and a suitable colour for motor cycle design (SCMD) are first-line priorities to be considered when purchasing two wheelers.Secondly, the operational aspects of a two wheeler as part of opti-mizing the post-purchase operations cost an influencing factor;

Table 12Aggregated fuzzy priority weight & ranking of main-level indices.

Main indices Aggregated fuzzy priority weight Crisp Value Ranking order

HTV (0.214, 0.319, 0.471) 0.335 1PS (0.098, 0.202, 0.359) 0.220 22LBL (0.116, 0.233, 0.394) 0.248 10PPWR (0.138, 0.257, 0.425) 0.273 5OER (0.119, 0.202, 0.359) 0.227 19EBS (0.075, 0.222, 0.376) 0.224 21ESS (0.097, 0.213, 0.370) 0.227 19ARWTSB (0.106, 0.230, 0.387) 0.241 13ECG (0.105, 0.219, 0.368) 0.231 18EHCR (0.101, 0.208, 0.370) 0.226 20FSSELDT (0.117, 0.192, 0.346) 0.218 24LEL (0.127, 0.225, 0.381) 0.244 12EKSM (0.106, 0.197, 0.354) 0.219 23NVTS (0.114, 0.218, 0.370) 0.234 16HPDO (0.111, 0.218, 0.370) 0.233 17LM (0.087, 0.184, 0.343) 0.205 27UDD (0.143, 0.261, 0.417) 0.274 4SCMD (0.113, 0.249, 0.413) 0.258 8LSTSS (0.110, 0.222, 0.379) 0.237 15HAOPACC (0.078, 0.168, 0.332) 0.193 29SEBL (0.096, 0.214, 0.392) 0.234 16FTBNMC (0.046, 0.148, 0.308) 0.167 30NBRS (0.125, 0.229, 0.386) 0.247 11PPNEB (0.147, 0.255, 0.406) 0.269 6PCHA (0.175, 0.309, 0.454) 0.313 2EASS (0.124, 0.248, 0.405) 0.259 7PER (0.090, 0.189, 0.345) 0.208 26REL (0.087, 0.169, 0.331) 0.196 28DUR (0.097, 0.188, 0.350) 0.212 25CTS (0.121, 0.241, 0.392) 0.251 9Aesthetics (0.100, 0.212, 0.346) 0.219 23SF (0.098, 0.232, 0.388) 0.239 14RSPP (0.075, 0.187, 0.350) 0.204 28EIMACC (0.156, 0.286, 0.444) 0.295 3

Source: Author

significant variables here are high pick up during overtaking(HPDO) and power to climb hilly areas (PCHA). Finally, the main-tenance aspect has a significant impact on customers' post-purchase disposable income of customers; the variables plasticparts not easily broken (PPNEB), easymodifications and installationwith many accessories (EMACC) and weather resistant plastic parts(PPWR) all impact two wheeler servicing. Thus, the third researchobjective has also been accomplished.

5. Conclusion

This research shows that the preponderance of customersconsider product quality when they intend to purchase twowheelers, which indicates that dimensions of quality are positivelyassociated with the purchase decision. The questionnaire incor-porated several positive questions to measure customers' productquality purchase intention regarding two wheelers and used bothempirical and fuzzy logic approaches. The proposed frameworkshall be used as a product quality and purchasing strategy forcustomers buying two wheelers in the Indian market. The researchconcluded that important factors influencing the purchase of twowheelers in the Indian market are an effective braking system;effective suspension system; ease of changing gears; long enginelife; dimensions of quality, serviceability, brand image; and oper-ational aspects, as discussed above.

We hope that this article will help two wheeler manufacturingcompanies in the Indian market, especially marketing managersand design engineers, to understand the factors that should beconsidered to improve product quality and competitive purchasingstrategies to achieve effective, efficient and sustainable businessgrowth with competitive advantage. Likewise, we strongly expect

Fig. 3. A framework for product quality and purchasing strategy for customers whenbuying two wheelers in the Indian market.Source: Author

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e69 67

that this research article will inspire academics and marketingpractitioners in India to devote greater attention to this concept.Further empirical research in this area in India that uses bothempirical and fuzzy logic is still needed.

5.1. Limitations of the study

First, the data collection methods used in this research may notrepresent the true population of the targeted respondent. Most ofthe respondents were aged 18e25 years old and only few wereolder than 45 years.

A survey on measurement of product quality & purchase intention in tQ.no: 1 (a) Male (b) FemaleQ.no: 2 Agea. 18e25 bc. 36e45 dQ.no: 3 Type of Employmenta. Private Sector bc. Self Employed dQ.no: 4 Your Monthly Incomea. < Rs. 10,000 bc. Rs. 30,000eRs.50,000 dQ. no: 5 Your Place of Livinga. Village bc. City dQ.no: 6 Your Education Qualificationsa. UG bc. Diploma dPlease circle your answer for each of the following statementsStrongly agree Agree Somewhat agree Undecided1 2 3 4Part IPlease assess the importance of each of the following factors when purchasing a t1. High trade value2. Petrol saving3. Long battery life4. Plastic parts are weather resistant5. Overall effective, responsive braking system6. Effective braking system for immediate stoppage (ex: disc brake)7. Effective suspension system8. Appropriate response while taking sharp bends9. Easy to change gears10. Easy handling in congested traffic or on congested roads11. Fuel saving, especially for long distance travelling12. Long engine life13. Easy to kick start in morning hours14. No vibration at top speed15. High pick up during overtaking16. Less maintenance17. Unique in design and identity18. Colour suitable for motorcycle design19. Short service time at service station20. High availability of parts and accessories21. Suitable and effective beam of light22. Fulfil the basic needs of a motorcyclePlease state the importance of each of the following factors when purchasing a tw23. Nuts and bolts are rust resistant24. Plastic parts are not easily broken25. Power to climb hilly area26. Easy to service at any service stationPart IIPlease assess the importance of the following dimensions of quality when purcha27. Performance28. Reliability29. Durability30. Conformance to specifications31. Aesthetics32. Special features33. Reasonably priced spare parts34. Easy modifications and installation with many accessories

Secondly, using fuzzy logic, the top ten main indices from thecrisp value ranking have been calculated using the first thirty fiverespondents instead of the entire sample of 121 respondents.Finally, the results of this study cannot be generalize to the entireIndian population given the size of the buyers' marker for twowheelers.

Annexure e I

wo wheelers.

. 26e35

. >45

. Government Servant

. Student

. Rs.10,000e30,000

. Rs. Greater than 50,000

. Town

. Others

. P.G

. Ph.d

Disagree somewhat Disagree Strongly disagree5 6 7

wo wheeler on a scale from 1e7

o wheeler on a scale of 1e7

sing a two wheeler on a scale of 1e7

K. Sri Yogi / Pacific Science Review B: Humanities and Social Sciences 1 (2015) 57e6968

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