ABSTRACT
The objective of the investigation was to identify the unique adjectives frequently used by manufacturers, owners, and intending buyers of bikes in India. The company-wise frequency percentage was calculated for each adjective. An online word-count frequency investigation formed the basis for developing a cluster of adjectives related to motorbikes in India. The most frequently used 1,000 adjectives were analyzed in detail to identify a final list of adjectives related to motorbikes. The instrument was subsequently used by the writer in the survey questionnaire to evaluate the biker-bike personalities of the selected sample population. A set of phone messages were also sent to the bikers informing them about the survey. The data after collection was classified into two broad categories: qualitative and quantitative. The qualitative data were analyzed first to ascertain the social-cultural segmentation of biking. This was followed by the quantitative analysis of the biker-bike personality ratings given by respondents to assess the emotive quality of the biking segments.
