Abstract
This study examines customer-centric marketing strategies focusing on young bike riders' preferences and expectations in Tiruchirappalli city, India. The research utilized a quantitative approach with a sample size of 40 respondents through simple random sampling. The study reveals that the majority of respondents were male professionals aged 18-25 years from urban areas, with incomes ranging from Rs. 40,000-55,000. Yamaha emerged as the most preferred brand (50%), followed by Honda (30%). Price and fuel efficiency were identified as primary factors influencing purchasing decisions, while brand reputation and reviews significantly impacted buying behavior. The research found that 43% of respondents were highly satisfied with their branded bikes, with 50% using them daily. Chi-square analysis confirmed a significant association between income levels and brand preferences. The study suggests that manufacturers should focus on understanding young riders' preferences through surveys and online communities, offer customization options, integrate smart features, and develop eco-friendly alternatives. The findings contribute to understanding the evolving dynamics of the two-wheeler market in India and provide insights for manufacturers to develop effective marketing strategies targeting young consumers.
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