2025, Vol. 6, Special Issue 3

The research endeavour undertakes an in-depth examination of consumer preferences pertaining to two-wheelers within the geographical jurisdiction of the Pimpri Chinchwad Municipal Corporation (PCMC), located in Pune, Maharashtra, India. Considering the significant and dynamic transformations witnessed in the Indian two-wheeler industry over the past decade—characterized by rapid technological advancements, heightened competition, and shifting consumer expectations—there is an urgent need to analyse the complex interplay of factors that govern customer decision-making in this sector. The study adopts a comprehensive mixed-method research design**, incorporating quantitative surveys, qualitative interviews, and observational techniques to ensure a holistic understanding of consumer behaviour. Through this multifaceted methodology, the research aims to investigate critical dimensions of consumer choice, including brand perception and loyalty, vehicle classification preferences (such as scooters, motorcycles, and electric two-wheelers), desired features and specifications, sensitivity to pricing strategies, and expectations regarding post-sale services and maintenance.

The data is collected from a carefully curated sample of respondents residing in the PCMC region, with attention to demographic diversity, usage patterns, and socio-economic factors, ensuring the robustness and relevance of the findings. The analysis of this data is expected to yield actionable insights that can significantly benefit key industry stakeholders, including two-wheeler manufacturers, authorized dealers, service providers, and policy planners. Specifically, the study aims to inform strategic decision-making in areas such as product design and innovation, customer-centric marketing strategies, pricing models, and the enhancement of service delivery systems. Moreover, the empirical evidence generated through this research will contribute meaningfully to the broader academic discourse on consumer behavior in emerging markets, while also offering targeted recommendations to better address the evolving needs and preferences of the urban two-wheeler consumer segment in the PCMC area.