Doctoral Thesis / Dissertation from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 15, course: MBA, language: English, abstract: Everyone in this world is a consumer we need a variety of goods and services. Time was when people used to get surprised when some consumers droves a two-wheeler. The option of riders was very limited or limited to a small percentage of the total two-wheeler market. Not all buyers are two-wheeler consumers, and then who are those consumers? In addition, how they behave while purchasing a two-wheeler is very important for the marketers. Walter says that buyer behavior is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services. The study of consumer behavior, therefore, includes an understanding of physical activity of buying as well as mental decision process involved in the purchase outcome. On one side, intermeshing of various demographic and psychographics features in consumers pose several challenges and opportunities to marketers. And stiff competition among sellers and the availability of a wide array of products increase complexities for a consumer and hence, involvement in buying. Though marketers are chiefly interested in the "physical act of buying" by a consumer, yet, the market conditions impel them to study the "mental decision process" undergone in reaching the decision along with.