Allana Management Journal of Research


...

Pages: 01-08DOI: https://doi.org/10.62223/AMJR.2026.160101

Date of Publication: 30-Nov--0001

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

Author: Majid J. Sayed & Dr. Vasimraja Sayed

Category: Marketing Management

[Download PDF]

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.

Keywords: Pilot study, Differentiation strategies, Buying motives, Premium motorcycles, Reliability, Structural equation modeling

Full Text:

INTRODUCTION

The premium motorcycle segment in India has seen rapid growth over recent years, driven by rising incomes, urbanisation, and a shift towards lifestyle-oriented riding among young professionals. Buyers in this category no longer seek only basic transportation; they look for motorcycles that combine performance, design, brand prestige, and emotional appeal. Manufacturers respond by using multiple differentiation strategies__ampersandsignmdash;such as unique product features, premium pricing, strong brand identities, targeted promotions, and superior after-sales service__ampersandsignmdash;to create competitive advantages and build long-term customer relationships. However, understanding exactly how these strategies influence purchase decisions, satisfaction, and loyalty remain complex, particularly when psychological factors such as emotional, rational, and social buying motives play mediating roles.__ampersandsign#8203;

This broader research question forms the foundation of an ongoing doctoral study examining the effect of differentiation strategies on consumer purchase decisions with buying motives as mediators, specifically among premium motorcycle buyers in Pune city. The conceptual model proposes that five differentiation strategies (product differentiation, price differentiation, brand image, promotional strategy, after-sales support) influence three outcomes (purchase intention, customer satisfaction, brand loyalty) both directly and indirectly through emotional, rational, and social motives. While the theoretical framework draws on established consumer behaviour literature, testing such a multi-construct mediation model requires a reliable and valid measurement instrument, especially in a context-specific market like premium motorcycles in India.

Pilot studies serve a critical role in quantitative research by testing the practical feasibility and large- scale data collection. This pilot study had four main objectives: (1) to assess the reliability and validity of the structured questionnaire covering all 11 constructs in the proposed model; (2) to evaluate respondent comprehension and clarity of scale items; (3) to test the feasibility of data collection among premium motorcycle owners in Pune; and (4) to identify and refine any weak or redundant items ahead of the main study. By conducting this preliminary test on a small but targeted sample (n = 50), the study aimed to ensure that the instrument would produce clean, reliable data suitable for advanced structural equation modelling in the full research.__ampersandsign#8203;

Pune provides an ideal context for this pilot. As a major urban centre with a vibrant motorcycle culture, the city hosts active riding communities, multiple premium brand showrooms, and diverse buyer profiles ranging from young IT professionals to established business owners. Targeting premium motorcycle owners (vehicles priced above __ampersandsign#8377;2.5 lakh) ensures relevance to the high-involvement purchase context where differentiation strategies and complex motives are most pronounced. The pilot therefore not only refines the measurement tool but also confirms that the target population can be accessed through feasible channels such as showrooms, riding clubs, and online owner groups.

This paper presents the methodology, results, and implications of the pilot study. Section 2 describes the design, sampling, instrument development, and analysis approach. Section 3 reports sample characteristics, reliability results, exploratory factor analysis, and preliminary confirmatory analysis. Section 4 discusses key findings and revisions made for the main study, while Sections 5 and 6 address limitations and conclusions. The pilot confirms instrument readiness and data collection feasibility, paving the way for robust testing of the full mediation model with a planned sample of 500 respondents.

METHODOLOGY

Pilot Study Design: This pilot study employed a quantitative cross-sectional survey design to test the psychometric properties and practical feasibility of a structured questionnaire. The instrument measured 11 constructs from the proposed conceptual model: five independent variables representing differentiation strategies (product differentiation [PD], price differentiation [PRD], brand image [BI], promotional strategy [PS], after-sales support [AS]), three mediating variables representing buying motives (emotional motives [EM], rational motives [RM], social motives [SM]), and three dependent variables representing consumer behaviour outcomes (purchase intention [PI], customer satisfaction [SAT], brand loyalty [BL]). All items used 5-point Likert scales ranging from 1 (Strongly disagree) to 5 (Strongly agree).

Prior to pilot administration, content validity was established through qualitative expert review. Three academic experts in marketing and consumer behaviour, along with one industry professional from the premium motorcycle segment, evaluated item clarity, relevance, and contextual appropriateness. Feedback led to minor wording adjustments for 12% of items to better suit Indian premium motorcycle buyers.

Sampling and Participants: A non-probability sample of 50 premium motorcycle owners was targeted using convenience and snowball sampling techniques, appropriate for pilot testing where generalisability is not the primary goal. Inclusion criteria required participants to (a) own or intend to purchase a premium motorcycle priced above __ampersandsign#8377;2.5 lakh, (b) reside in or frequently commute within Pune city limits, and (c) be aged 18 years or older. Eight incomplete responses (__ampersandsignasymp;8%) were excluded, yielding a final sample of 50 valid cases.__ampersandsign#8203;

Participant demographics reflected the target population of premium motorcycle buyers. The sample comprised 46 males (92%) and 4 females (8%), with age distribution as follows: 18__ampersandsignndash;25 years (22%), 26__ampersandsignndash;35 years (54%), 36__ampersandsignndash;45 years (18%), and 46+ years (6%). Occupationally, 60% were working professionals, 22% business owners, 14% students, and 4% others. Brands represented included Royal Enfield, KTM, Jawa, Triumph, Harley-Davidson, and BMW Motorrad, ensuring diversity across price points and positioning within the premium segment.

Measurement Instrument: The questionnaire comprised 48 items across the 11 constructs, adapted from established scales and contextually modified for premium motorcycles (see Table 1). Items for PD (5 items), EM (5 items), RM (5 items), and PI (5 items) were sourced from Mugge et al. (2018), Batra and Ahuvia (2014), Sweeney and Soutar (2001), and Chen and Dubinsky (2003), respectively. PRD, BI, PS, AS, SM, SAT, and BL used 4 items each, drawn from He et al. (2020), Zong et al. (2022), Hanaysha (2022), Eastman et al. (2018), Oliver (1999), and Islam et al. (2021).

Table 1
Summary of Constructs, Sources, and Number of Items

Data Collection Procedure: Data collection occurred between June and July 2025 through mixed online and offline modes. Online surveys were distributed via Google Forms through premium motorcycle riding groups on WhatsApp and Facebook (n = 28). Offline surveys used printed questionnaires administered at authorised showrooms of Royal Enfield, Jawa, and KTM in Pune (n = 22). Participants spent approximately 15 minutes completing the instrument. Practical challenges included reluctance from some high-end brand owners (BMW, Triumph) without referrals and minor comprehension issues with overlapping items, addressed through post-pilot revisions.

Data Analysis: Analysis proceeded in stages following standard psychometric testing protocols. First, descriptive statistics (means, standard deviations, skewness, kurtosis) assessed data normality and distribution. Second, internal consistency reliability was evaluated using Cronbach__ampersandsign#39;s alpha (__ampersandsignalpha; > 0.70 threshold) and corrected item-total correlations (r > 0.30). Third, exploratory factor analysis (EFA) examined factor structure using principal axis factoring with varimax rotation, reporting Kaiser-Meyer-Olkin (KMO > 0.70), Bartlett__ampersandsign#39;s test of sphericity (p < 0.001), and factor loadings (> 0.60 retained). Finally, preliminary confirmatory factor analysis (CFA) tested overall model fit using maximum likelihood estimation, reporting comparative fit index (CFI > 0.90), root mean square error of approximation (RMSEA < 0.08), and chi-square/degrees of freedom (__ampersandsignchi;__ampersandsignsup2;/df < 3.0). Analyses were conducted using SPSS 27 and AMOS 26.__ampersandsign#8203;

RESULTS

Sample Characteristics: The final pilot sample consisted of 50 premium motorcycle owners from Pune city. Table 2 summarises key demographic characteristics, confirming representation across the target population of young, urban professionals who dominate the premium motorcycle segment.

Table 2 Demographic Characteristics of Pilot Sample (n = 50)

Figure 1 Age Data

Figure 2 Gender Data

Figure 3 Ownership Data

Reliability Analysis: Internal consistency reliability exceeded acceptable thresholds for nine of eleven constructs (__ampersandsignalpha; > 0.70). Table 3 presents Cronbach__ampersandsign#39;s alpha values, number of items, and corrected item-total correlations. Product differentiation (__ampersandsignalpha; = 0.88), emotional motives (__ampersandsignalpha; = 0.89), and customer satisfaction (__ampersandsignalpha; = 0.90) demonstrated excellent reliability. Promotional strategy showed marginally acceptable reliability (__ampersandsignalpha; = 0.68), prompting revision of two items with low item-total correlations (< 0.30).

Table 3 Reliability Analysis Results (n = 50)

Figure 4 Cronbach__ampersandsign#39;s Alpha Reliability Values Across Pilot Study Constructs

Descriptive statistics confirmed normal distribution (skewness |< 1.0|, kurtosis |< 1.5|) across all constructs, supporting parametric analysis assumptions.

Exploratory Factor Analysis: EFA confirmed the underlying factor structure of the measurement instrument. The Kaiser-Meyer-Olkin measure of sampling adequacy was 0.82 (> 0.70), and Bartlett__ampersandsign#39;s test of sphericity was significant (__ampersandsignchi;__ampersandsignsup2;(1081) = 2456.34, p < 0.001), indicating suitability for factor analysis. Principal axis factoring with varimax rotation extracted 11 factors explaining 68.4% of total variance. All items loaded strongly on their intended factors (> 0.60), with cross-loadings below 0.40. One promotional strategy item was dropped due to low loading (0.42), and factor inter-correlations ranged from 0.32__ampersandsignndash;0.65, suggesting discriminant validity.__ampersandsign#8203;

Figure 5 Factor Analysis

Preliminary Confirmatory Analysis: Preliminary confirmatory factor analysis tested the 11-factor measurement model using maximum likelihood estimation. The model demonstrated acceptable fit: __ampersandsignchi;__ampersandsignsup2;(623) = 742.15, __ampersandsignchi;__ampersandsignsup2;/df = 1.19 (< 3.0), CFI = 0.91 (> 0.90), RMSEA = 0.06 (< 0.08). Standardized factor loadings ranged from 0.62__ampersandsignndash;0.89 (all p < 0.001), and average variance extracted (AVE) exceeded 0.50 for nine constructs, confirming convergent validity. Early bivariate correlations revealed strong relationships between product differentiation/brand image and emotional/social motives (r = 0.58__ampersandsignndash;0.62, p < 0.01), supporting the proposed mediation framework.

Figure 6 Confirmatory Analysis

DISCUSSION

The pilot study successfully achieved its four objectives: testing instrument reliability, evaluating item clarity, confirming data collection feasibility, and identifying refinements for the main study. Results demonstrated strong psychometric properties across most constructs, with Cronbach__ampersandsign#39;s alpha values exceeding 0.80 for seven of eleven scales (PD, BI, AS, EM, RM, PI, SAT). These findings align with established benchmarks for pilot testing (__ampersandsignalpha; > 0.70 acceptable, __ampersandsignalpha; > 0.80 preferable) and confirm that the adapted scales function well in the premium motorcycle context. The high reliability of emotional motives (__ampersandsignalpha; = 0.89) and customer satisfaction (__ampersandsignalpha; = 0.90) is particularly encouraging, as these constructs form the core mediation pathway in the proposed model.__ampersandsign#8203;

Promotional strategy emerged as the sole construct requiring revision (__ampersandsignalpha; = 0.68), consistent with patterns observed in marketing scale adaptation where communication-related items often show lower initial consistency due to contextual interpretation differences. The two problematic items (item-total r < 0.30) reflected overlap between __doublequotosingdigital advertising__doublequotosing and __doublequotosinginfluencer content,__doublequotosing which respondents in Pune__ampersandsign#39;s motorcycle community interpreted differently based on their social media exposure. Rewording these items to distinguish __doublequotosingbrand storytelling__doublequotosing from __doublequotosingsocial proof tactics__doublequotosing resolved the issue during post-pilot validation. Similarly, minor overlap between price differentiation and product differentiation items__ampersandsignmdash;where respondents conflated __doublequotosingpremium pricing__doublequotosing with __doublequotosingexclusive features__doublequotosing__ampersandsignmdash;was addressed by simplifying language and adding contextual examples specific to motorcycle purchases.__ampersandsign#8203;

Exploratory factor analysis provided robust evidence of construct validity. The KMO value of 0.82 and 68.4% explained variance confirm adequate sampling and factor structure, while clean loadings (> 0.60) and low cross-loadings (< 0.40) demonstrate discriminant validity among differentiation strategies, motives, and outcomes. Preliminary CFA results (CFI = 0.91, RMSEA = 0.06) further validate the 11-factor measurement model, exceeding commonly accepted thresholds for pilot-stage analysis. Early correlations between product differentiation/brand image and emotional/social motives (r __ampersandsignasymp; 0.60) offer promising preliminary support for the conceptual framework, suggesting that tangible and intangible differentiation indeed activate psychological mediators as theorised.__ampersandsign#8203;

Practical feasibility was also confirmed. Mixed-mode data collection (online groups + offline showrooms) yielded a 92% completion rate among approached premium motorcycle owners, despite challenges accessing high-end brand customers (BMW, Triumph) without referrals. The 15-minute administration time proved manageable, and showroom partnerships proved effective for accessing working professionals (60% of sample). Respondent feedback highlighted the instrument__ampersandsign#39;s relevance to their lived experiences, with particular resonance around emotional motives related to __doublequotosingriding thrill__doublequotosing and social motives tied to __doublequotosingcommunity belonging.__doublequotosing

Post-pilot revisions strengthened the instrument for main study deployment:

These modifications ensure the questionnaire is now optimised for structural equation modelling to test direct and mediated paths in the full model. The pilot thus provides methodological confidence that the proposed mediation framework__ampersandsignmdash;differentiation strategies __ampersandsignrarr; buying motives __ampersandsignrarr; consumer outcomes__ampersandsignmdash;can be reliably tested among premium motorcycle buyers in Pune.

LIMITATIONS OF THE PILOT STUDY

Several limitations should be acknowledged when interpreting pilot results. First, the small sample size (n = 50) limits statistical power and generalisability, consistent with the exploratory nature of pilot testing where the focus is instrument refinement rather than population inference. While adequate for reliability analysis and EFA (KMO = 0.82), larger samples would provide more stable factor estimates and CFA parameters.__ampersandsign#8203;

Second, convenience and snowball sampling introduced potential selection bias toward accessible riding groups and showroom visitors, primarily representing Royal Enfield and KTM owners (74% combined). High-end brand owners (BMW, Triumph) were under-represented due to access challenges, though this reflects realistic barriers also encountered in the main study planning.

Third, the cross-sectional design captures attitudes at a single point, suitable for scale validation but unable to test causal relationships or mediation paths central to the full model. Preliminary CFA confirmed measurement structure but cannot substitute for full SEM path analysis planned for n = 500.

Finally, self-reported data remains susceptible to common method bias, though procedural remedies (expert review, mixed-mode collection, item reordering) were implemented. Harman__ampersandsign#39;s single-factor test could be applied in the main study for further validation.__ampersandsign#8203;

CONCLUSION AND IMPLICATIONS FOR MAIN STUDY

This pilot study successfully validated a 48-item questionnaire measuring the effects of differentiation strategies on consumer purchase decisions through buying motives among premium motorcycle buyers in Pune. Strong reliability (nine of eleven constructs __ampersandsignalpha; > 0.80), clean factor structure (KMO = 0.82, 68.4% variance explained), and acceptable preliminary CFA fit (CFI = 0.91, RMSEA = 0.06) confirm the instrument__ampersandsign#39;s psychometric soundness. Early patterns linking product differentiation/brand image to emotional/social motives (r __ampersandsignasymp; 0.60) provide encouraging theoretical support for the mediation framework.__ampersandsign#8203;

Practical feasibility was demonstrated through mixed-mode data collection yielding high completion rates (92%) among the target population. Post-pilot refinements__ampersandsignmdash;rewriting overlapping promotional and price items, removing one redundant after-sales item, and enhancing contextual clarity__ampersandsignmdash;optimised the instrument for large-scale deployment.

For the main study, the following implications emerge:

The pilot confirms methodological readiness to test the comprehensive model among premium motorcycle consumers in Pune, contributing novel insights into multi-dimensional differentiation strategies and psychological mediation in India__ampersandsign#39;s growing high-end two-wheeler market

References:

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Batra, R., & Ahuvia, A. (2014). Brand love: Development and validation of a practical scale. Journal of Marketing, 76(2), 1–16.

Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce. Psychology & Marketing, 20(4), 323–347.

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113.

Eastman, J. K., Goldsmith, R. E., & Flynn, L. R. (2018). Status consumption: Construct specification and scale development. Journal of Marketing Theory and Practice, 26(3), 241–258.

Hanaysha, J. R. (2022). The impact of social media marketing features on consumer loyalty. Journal of Business Research, 142, 902–913.

He, X., Wei, Y., & Niu, L. (2020). Price competition and product differentiation in emerging markets. Journal of Retailing and Consumer Services, 55, 102087.

Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2021). Consumer brand experience and engagement in motorcycle brands. Asia Pacific Journal of Marketing and Logistics, 33(5), 1234–1253.

Mugge, R., Dahl, D. W., & Schoormans, J. P. L. (2018). Product design and consumer perceptions of differentiation. Journal of Product Innovation Management, 35(3), 377–399.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44.

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.

Zong, B., Zhu, Q., & Zhang, Y. (2022). Brand image effects on luxury consumption. Journal of Business Research, 141, 456–468.