Market Segmentation and Consumer Decision-Making: A Study with Reference to KTM Bikes

This study delves into understanding the intersection of market segmentation and consumer decision making in the context of KTM motorcycles in India. It aims to understand the various demographic; psychographic and behavioural factors influence the consumer buyer decisions and evaluates the KTM’s current market positioning. Primary data was collected from 100 respondents through structured questionnaire accompanied by secondary sources. The major findings of the study reveal that performance, price, and mileage are the key factors that drive the decision choices by consumers, also there is a significant influence from test rides, peer opinions, and digital content. KTM still has trouble converting consumers because of issues with comfort, cost, and brand alienation, despite good market presence and brand recognition. This research focuses on getting to understand these challenges better and suggest strategic rebranding, enhanced comfort and affordability, experiential marketing, and digital engagement. For marketers and researchers studying consumer behaviour, the conclusions and insights have both theoretical and practical ramifications.