This study aims to elucidate consumer preferences and market dynamics within Dhaka’s motorcycle market, recognizing the industry’s critical role in Bangladesh’s economy and the need for brands to align with shifting consumer demands. Utilizing a comprehensive methodology, Emerging Credit Rating Ltd. (ECRL) conducted primary surveys, expert interviews, and secondary research to gather and analyze data. The primary survey, which included 170 motorbike users in Dhaka, revealed that over 90% of respondents were male, aged 25-44 (76%), with tertiary education (90%), and predominantly employed as servicemen. These demographics underscore the use of motorcycles as an efficient transportation solution in Dhaka’s traffic-congested environment, with income levels ranging from BDT 20,000 to BDT 80,000, reinforcing affordability as a key factor in purchasing decisions.
The data analysis incorporated descriptive statistics, correlation checks, reliability tests, factor analysis, and regression models. The regression analysis identified resale value and spare parts availability as significant determinants of purchase frequency, while fuel efficiency, design, and engine capacity (cc preference) were key drivers of budget range. These quantitative insights were further corroborated by expert interviews with manufacturers and dealers, which provided valuable qualitative insights into market dynamics, consumer preferences, and the broader challenges facing the industry.
Additionally, the study integrates secondary data from ECRL’s databank, academic journals, and industry literature, contributing to a comprehensive understanding of the market context, including projected industry growth and revenue figures. This research offers critical insights into Dhaka’s motorcycle market, enabling brands to optimize their product development, marketing, and sales strategies to better align with consumer needs, ultimately driving market growth. The findings also benefit consumers by ensuring that their preferences are addressed, leading to improved product offerings, enhanced customer satisfaction, and greater overall market efficiency.