Consumer decision making is never in isolation. He is influenced by many factors. Identifying the various reference groups, that influence the purchase decisions of the buyer, allows the marketer to fine tune his market strategy. The study aims to find out which reference group has a dominating influence at which stage in the purchase process. The study also aims to find out the key factors that influence the purchase of the motorbike buyer. The findings reveal that the buyers of the motorbikes can be classified into four groups – Need, Features, and Pocket Driven Buyers, Primary Reference Groups Driven Buyers who seek to assure themselves through their family and friends, Secondary Reference Groups Driven Buyers who seek expert assurance and Emotions Driven Buyers, who are driven by their feelings while purchasing. Buyers are heavily influenced by parents when they analyse the need to buy a bike, decide about affordability and make the last minute choice at the point of purchase. They are heavily influenced by the salesmen when they want information about the features and life of the bike. They are also influenced by friends when they seek approval from them and when they share their feelings about their purchase decision. The findings of this study match with the studies done in the past and thus, proves that the reference groups have an influence on the purchase decision of the motorbike buyer.