The Indian two-wheeler industry has experienced consistent growth due to urban expansion, rising income levels, and increasing demand for personal mobility. In this competitive environment, understanding consumer preferences has become crucial for motorcycle manufacturers. This study examines consumer preference towards Yamaha motorbikes in Coimbatore city. It focuses on the demographic characteristics of consumers and key product-related factors such as performance, mileage, design, price, and comfort that influence satisfaction levels. The questionnaire consisted of close-ended questions designed to measure demographic characteristics and satisfaction levels. Primary data were collected from 120 Yamaha users through a structured questionnaire. Percentage analysis and the Chi-square test were applied for data interpretation. The findings indicate that demographic variables do not significantly influence customer satisfaction, suggesting that product-related attributes consistently drive consumer preferences. The study provides insights that can help Yamaha refine its product positioning strategies
SAMUNDEESWARI et al. (Thu,) studied this question.