Determinants of Purchase Intentions of Motorbikes: An Empirical Study on Dhaka City

Abstract

The global economy is expanding in line with the revolution in technology and informatics. In parallel, the global automotive industry has extended into every region of the world. Nowadays, the usage behavior toward automotive vehicles is gathering significant attention in developing countries where motorbikes hold the top position for their light weight, fuel efficiency, and low cost in terms of adoption features compared to other automobiles. As it is one of the most densely populated cities, the people of Dhaka hold different mindsets toward purchasing motorbikes. This study attempts to unlock the mystery behind the purchase intention of Dhaka city customers in relation to motorbikes. For that purpose, a literature review was carried out and a conceptual framework was developed by adopting and modifying the Theory of Planned Behavior (TPB). A quantitative research approach was undertaken, and 351 responses were collected by using the snowball sampling method. Structural Equation Modeling (SEM) was conducted by using SmartPLS 4. Through our analysis, only one predictor, service quality, was found as the determinant factor behind the purchase intention of motorbikes. Based on the findings, the author determined the implications for practitioners to better understand the market and included some solutions. Lastly, limitations and future research possibilities were discussed