A Study on Factors Influencing Consumers’ Decision to Purchase Two-Wheelers – A Bibliometric Analysis: 2011-2025
JOURNAL OF MANAGEMENT AND ENTREPRENEURSHIP · 2025
The global two-wheeler market has witnessed a consistent trajectory of growth in terms of technological advancements and rising market penetration. Earlier, the industry was predominantly manufacturer-driven, where product offerings were largely based on internal capabilities aimed to satisfy customer expectations. Over time, a paradigm shift occurred where manufacturers increasingly aligned their product development strategies to the evolving customer needs. In recent years, however, these needs have become markedly dynamic, necessitating a deeper understanding of the factors influencing consumer purchasing decisions. This study endeavours to elucidate the determinants of two-wheeler purchase behaviour using bibliometric analysis. A total of 460 scholarly articles, published between 2011 and 2025, were retrieved from the Scopus database. Using guidelines of PRISMA, a systematic screening of 460 articles was done to select 44 relevant articles for analysis. The metadata for these articles was extracted in CSV format and subsequently analysed using the RStudio package. Results indicate that most of the research has been done during the years 2021, 2022, and 2024, as 55% (24 articles) of the publications are from this time. The analysis revealed that India and Indonesia are the most prolific contributors to the articles in this domain. Four major universities/institutions were notably affiliated with a substantial volume of publications, from 2021 to 2025. Emerging keywords such as “purchase intention,” “electric motorcycle,” “electric vehicle,” and “technology adoption” have gained prominence over the past three years, signalling a shift in research focus. Thematic analysis further identified “purchase behaviour,” “consumer attitude,” and “product innovation” as evolving themes, suggesting rich avenues for future exploration. This bibliometric inquiry not only synthesises current scholarly discourse but also provides strategic guidance for future research by highlighting influential authors, pertinent sources, and potential institutional collaborators. This study uses articles from the Scopus database, Web of Science, ScienceDirect, and ABDC, to get a deeper insight. As China and Malaysia have a larger contribution to the growth of two-wheelers, including articles published from these two countries, can further enrich the quality of the analysis.