Examining the Impact of Pre-Purchase Information Sources, Demographics, and Communication Strategies on Consumer Satisfaction in the Two-Wheeler Industry

Abstract

Competition is intense in the two-wheeler market in India, particularly in metropolitan cities such as Chennai, where customer satisfaction has become a crucial factor in achieving success and fostering long-term brand loyalty. Although manufacturers and dealers provide the same product features, such as price, mileage, and durability, customers often experience post-purchase satisfaction issues that are mainly attributed to misaligned expectations formed during the pre-purchase stage. Consumers are now exposed to more than one, and sometimes opposite, source of information, including online platforms such as YouTube, online forums, and social media influencers, as well as traditional information sources like dealer communications, peer-to-peer referrals, and mass advertising. A lack of systematic understanding of the information sources that have the most significant impact on various demographic groups is often the root cause of ineffective communication strategies and unmet customer expectations. To address this concern, the current study examines the relationship between the source of pre-purchase information and consumer satisfaction, with the moderating effect of demographic variables, including age, income, and educational background. A mixed-methods approach was adopted, whereby survey data from 412 respondents were supplemented with qualitative interviews to identify patterns of information reliance and satisfaction outcomes. The regression and structural equation modelling analysis have determined that digital reviews and peer recommendations have the most significant effect on the satisfaction of younger and middle-income consumers. In contrast, dealer interactions are the most influential with less digitally adopted populations. Based on these results, the research suggests a divided communication strategy that combines digital participation with a personal showroom, allowing consumers to form their expectations appropriately before making a purchase. Manufacturers and dealers can significantly increase customer satisfaction and improve marketing performance and loyalty by matching information distribution with the preferences of their target demographics. The study, therefore, offers practical suggestions to industry players to refine their communication skills and gain a competitive edge in a highly competitive market.