Investigating Post-Purchase Behavior of Hero Motor Bikes Customers: A Study with Special Reference to K.M Motors, Changaramkulam

• Published in: international journal of engineering technology and management sciences Vol. 8; no. 2; pp. 296 - 300
• Main Authors: Ruqia Fatima, Abdul Mateen, Safoora Fatima, Sahera Sultana, Salandari Divya, Salma Sultana
• Format: Journal Article
• Language: English
• Published: 2024
• ISSN: 2581-4621; 2581-4621
• DOI: 10.46647/ijetms.2024.v08i02.037

This research aims to conduct a comprehensive study on the post-purchase behavior of customers who have bought Hero Motor Bikes, with a specific focus on their experiences at K.M Motors in Changaramkulam. Understanding the factors that influence post-purchase behavior is critical for both the dealership and the manufacturer to enhance customer satisfaction, loyalty, and overall brand perception. Utilizing a mixed-methods research design, this study combines qualitative insights obtained through customer interviews, surveys, and service records analysis with quantitative data to comprehensively analyze the post-purchase behavior of Hero Motor Bikes customers at K.M Motors. The qualitative component seeks to uncover nuanced perspectives on customer experiences, satisfaction drivers, and areas for improvement, while the quantitative analysis focuses on measuring customer satisfaction levels and identifying patterns. The research will explore various aspects of post-purchase behavior, including customer perceptions of product performance, the quality of after-sales service provided by K.M Motors, and the overall dealership experience. It aims to assess the impact of factors such as timely service, communication, and customer support on brand loyalty and repeat purchases. Furthermore, the study will investigate the role of marketing communications, warranty programs, and customer engagement initiatives in influencing customers' perceptions after the purchase of Hero Motor Bikes. The findings from this research are expected to provide valuable insights for K.M Motors, Hero Motor Bikes, and other stakeholders in the automotive industry. By understanding the post-purchase behavior of customers, both the dealership and the manufacturer can refine strategies, improve service offerings, and contribute to the overall satisfaction and loyalty of Hero Motor Bikes customers in Changaramkulam. This study serves as a foundation for informed decision-making and future research within the realm of post-purchase behavior in the automotive sector.