Gender Interview on Functional Design, Hedonist, Symbolic Benefits for Motorcycle Buying Decision

Abstract

Automatic motorcycle purchases increase over time. The purpose of research to determine the cause of consumers buy automatic gear motorcycle (matic) whether because of price, design, or benefits (functional, hedonic, symbolic). To lead consumers more focused, conducted qualitative research using interviews to matic owners in 4 large cities are evenly distributed between male and female motorcycle buyers. The result is all respondents interviewed buy matic because of design. Functional benefits had already in accordance with manufacturer specified, hedonic benefits because it looks sporty, symbolic benefits because it comes with gender colors. Interesting designs make motorcycle owners buy without looking at prices as the main reference. Implications for management to produce matic many variants that buyers got more choice.