Citation:

Srinivas Rao K, Sunil Kumar Pradhan, Yadav Devi Prasad Behera, Tushar Ranjan Sahoo. "Measuring the Factors Affecting the Purchase of Two Wheelers in Koraput District of Odisha: A Multi Criteria Decision Making Output Approach" International Research Journal of Economics and Management Studies, Vol. 5, No. 3, pp. 11-18, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I3P102

Abstract:

The burgeoning market for two-wheelers presents a dynamic landscape influenced by a myriad of factors, including economic, social, and environmental considerations. An attempt in this regard is made to understand the Consumer preferences in the Koraput district of Odisha, as its population demography is mostly represented by Tribes and societies having economic challenges that constitutes 75% of their whole population. Research endeavours have been undertaken to explore and quantify the diverse factors that sway consumers' decisions when purchasing two- wheelers, employing a multi-criteria decision-making (MCDM) framework. By integrating various criteria such as price, brand reputation, fuel efficiency, design aesthetics, environmental impact, and after-sales service, this study aims to develop a comprehensive model for evaluating the preferences of prospective buyers. The research methodology involves a mixed-methods approach, incorporating both qualitative and quantitative techniques. Through surveys, interviews, and focus groups, qualitative data will be gathered to identify and prioritize the factors influencing consumers' choices. Subsequently, quantitative analysis techniques such as Analytic Hierarchy Process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) will be applied to quantitatively assess the relative importance of each criterion and rank the available options. The findings of this study are expected to contribute valuable insights to marketers, policymakers, and industry stakeholders, aiding them in better understanding consumer behavior and devising strategies to enhance the appeal of two-wheelers in the marketplace. Additionally, the developed MCDM model can serve as a practical tool for decision-makers to optimize product offerings and tailor marketing strategies according to the preferences of their target audience, ultimately fostering sustainable growth and competitiveness in the two-wheeler industry.

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Keywords:

Analytic Hierarchy Process, Multi-Criteria Decision Making, Brand Reputation, After-Sales Service, Affordability.