The Indian motorbike industry is in a very healthy state today. With foreign players like Honda operating independently, the market is becoming extremely competitive. This is an exploratory study which identifies the consumer choice patterns regarding the four attributes of a motorbike: Fuel efficiency, color, type of brakes and pick-up. The objective is to find out the consumer preference ordering of the four attributes mentioned. Conjoint Analysis was used to find out the different aspects of consumer choice regarding motorbikes. This study is based on a field survey conducted on 88 respondents in and around Hyderabad.

The Indian two-wheeler industry is set to become more competitive as most of the strategic alliances have broken and the foreign are operating independently. In such a scenario, the players need to know the importance of the attributes of a motorbike and whether there are any differences of choice pattern in different segments of the consumers. This provided the motivation for this study. The objective was to find out the consumer preference ordering of various attributes of a motorbike and applicability of conjoint analysis in finding that out and the probable use of the tool in new product development and market segmentation. This study was based on a field survey conducted in and around Hyderabad.

The Indian two-wheeler industry has come up a long way from being a tightly government controlled industry to a highly competitive one encouraging foreign players' participation. Today, the Indian consumer has a wide variety of brands and models to choose from when he/she thinks of buying a two-wheeler. Approximately 5.4 million units of two-wheelers are sold every year in India, making it one of the largest two-wheeler markets in the world. Not only that, India has an average of 27 two-wheelers per 1000 people, making it the highest in Asia.

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