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<Journal>
<PublisherName>theaimsjournal</PublisherName>
<JournalTitle>Allana Management Journal of Research, Pune</JournalTitle>
<PISSN> 2581 - 3137 (</PISSN>
<EISSN>) 2231 - 0290 (Print)</EISSN>
<Volume-Issue>Volume 16, Issue 1</Volume-Issue>
<PartNumber/>
<IssueTopic>Multidisciplinary</IssueTopic>
<IssueLanguage>English</IssueLanguage>
<Season>January 2026 - June 2026</Season>
<SpecialIssue>N</SpecialIssue>
<SupplementaryIssue>N</SupplementaryIssue>
<IssueOA>Y</IssueOA>
<PubDate>
<Year>-0001</Year>
<Month>11</Month>
<Day>30</Day>
</PubDate>
<ArticleType>Marketing Management</ArticleType>
<ArticleTitle>An Exploratory Study on the Effect of Differentiation Strategies on Consumer Purchase Decisions with Buying Motives as a Mediating Variable: Evidence from Premium Motorcycle Buyers in Pune City</ArticleTitle>
<SubTitle/>
<ArticleLanguage>English</ArticleLanguage>
<ArticleOA>Y</ArticleOA>
<FirstPage>1</FirstPage>
<LastPage>8</LastPage>
<AuthorList>
<Author>
<FirstName/>
<LastName>Sayed</LastName>
<AuthorLanguage>English</AuthorLanguage>
<Affiliation/>
<CorrespondingAuthor>N</CorrespondingAuthor>
<ORCID/>
</Author>
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<DOI>https://doi.org/10.62223/AMJR.2026.160101</DOI>
<Abstract>This pilot study evaluates the reliability, validity, and feasibility of a structured questionnaire developed to examine the impact of differentiation strategies on consumer purchase decisions, with buying motives as mediators, in the premium motorcycle segment of Pune city.
Purpose: The study aims to test the measurement reliability, construct validity, and feasibility of a survey instrument analysing how differentiation strategies influence purchase intention, satisfaction, and brand loyalty through emotional, rational, and social buying motives.
Design/Methodology/Approach: A pilot quantitative study was conducted using a 5-point Likert-scale questionnaire administered to 50 premium motorcycle owners via online and offline showroom surveys
during June__ampersandsignndash;July 2025. The instrument measured 11 constructs covering differentiation strategies, buying motives, and consumer outcomes. Content validity was ensured through expert review, followed by reliability testing, exploratory factor analysis (EFA), and preliminary
confirmatory factor analysis (CFA).
Findings: Most constructs showed strong internal consistency (Cronbach__ampersandsignrsquo;s __ampersandsignalpha; = 0.84__ampersandsignndash;0.90), while promotional strategy required minor revision (__ampersandsignalpha; = 0.68). EFA confirmed adequate sampling adequacy (KMO = 0.82) and stable factor loadings (>0.60). Preliminary CFA indicated acceptable model fit (CFI = 0.91; RMSEA = 0.06). Product differentiation and brand image were strongly associated with emotional and social buying motives.
Research Limitations: The small sample limits generalisability but validates the instrument for large-scale SEM analysis.
Practical Implications: The study confirms data collection feasibility and instrument readiness.
Originality/Value: It provides a validated, context-specific tool for motive-based differentiation research.</Abstract>
<AbstractLanguage>English</AbstractLanguage>
<Keywords>Pilot study, Differentiation strategies, Buying motives, Premium motorcycles, Reliability, Structural equation modeling</Keywords>
<URLs>
<Abstract>https://www.theaimsjournal.org/ubijournal-v1copy/journals/abstract.php?article_id=16188&title=An Exploratory Study on the Effect of Differentiation Strategies on Consumer Purchase Decisions with Buying Motives as a Mediating Variable: Evidence from Premium Motorcycle Buyers in Pune City</Abstract>
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<References>
<ReferencesarticleTitle>References</ReferencesarticleTitle>
<ReferencesfirstPage>16</ReferencesfirstPage>
<ReferenceslastPage>19</ReferenceslastPage>
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</References>
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