Factors affecting Buying behavior & Preferences of Two Wheelers: A Transcendent tale of India’s Modern Women

India is the world's largest manufacturer and 2nd largest market for two-wheelers. The industry came into its existence in the early 1950s and has continued to grow since. Driven by rising disposable incomes, greater participation of women in the workforce, easy financing opportunities, the value migrated from geared scooters to motorcycles and now to automatic scooters. The 2-wheeler industry has evolved considerably over the last few decades. Women in the country, on the other hand, have progressed more quickly. Understanding women's attitudes about two-wheelers was a difficult task that we were eager to tackle. The study aimed to identify & ascertain the various factors affecting women consumers' preferences and buying behaviour towards two-wheelers in India. The respondents were in the age group 18-45 years and belonged to urban & rural regions. The data required for the study was collected through questionnaires and analysed through various statistical techniques.