Cyber Crime

A Study on Customer Expectation and Experience on Products and Service of
Royal Enfield Bikes
CHAPTER 1
INTRODUCTION
Govt. First Grade College, Chikkaballapur 1

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1.1 Introduction
Bikes are the most used medium of personal transport because of the reasons like easy to
maintain, easy to use, cost effective when compared other personal transport mediums like car etc.
So the important expectations of consumer about a bike are more reliability, good mileage, good
power & pickup, long durability, high availability of spare parts & easy to ride. Royal Enfield is
one such bike where it’s treated as symbol of status and most popular two wheeler for the youth
because of its power. Also, Royal Enfield provides the good designs with high pickup, speed and
super power engine. Though its bit costly when compared to competitors it’s worth it for its
popularity and market value.
The new Royal Enfield motorcycles are powered with unit construction engines (UCE), which are
even more advanced than the older iron Anstalt für Verbrennungskraftmaschinen List ("Institute
for Combustion Engines” in German) type of engines.
The new Royal Enfield motorcycles are very easier to maintain; classic bikes get a good services
period for up to 3000 km. The body of the vehicle provide the security. The UCE powered classic
bikes gets the warranty of 24 months and for 24000 kilometres. All the above factors make the new
Royal Enfield bikes at par with their competitors. Royal Enfield was started by Albert Aid and RW
Smith in the year 1892 during those days the name for this company was EADIE Manufacturing
Limited. During the initial days the company was manufacturing the gun parts. Company was
making bicycle and the parts for the bicycle inn 1896 and gradually as the years moved on, the new
Royal Enfield cycle company plans to make few changes in that and they placed the engine in
bicycle in the year 1901 and also they introduced their first bike named as Inb. The Royal Enfield
Company tasted success for the first time in the year 1914. At this time the Royal Enfield bikes
were bought by England for the First World War and after some span of time Russia decided to
buy viki made by Royal Enfield Company.
Royal Enfield Company is the widely known popular automobile company which majorly deals in
manufacturing of motorcycles and cycles. Apart from these products the company provides lawn
movers, stationery engines and also rifles. The company’s main formula of Royal Enfield is it is

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‘made like a gun’ this showcases the weapon making heritage. Royal Enfield is a big company
which is based in India and its headquarters is in Chennai.
This company was established as Enfield manufacturing company limited in the year 1890. It
manufactured its first ever bike in the brand name of “Royal Enfield”. Albert Eadie and Robert
walker smith were the founding fathers of Enfield manufacturing company limited that exists after
1972.
1.2 Automobile Industry in India
Automobile industry is one of the biggest industries in the whole world. It provides the major
revenue for the economy and it provides the major employment opportunities in the world. Indian
automobiles industry has grown by spring and jumps form the linearization era since the
automobile industry and two wheeler segment has grown. The automobile industry in India is the
9th largest in the whole world with an annual production of over 2.4 million units in the year 2008.
In the year 2009, India emerged as the Asia’s fourth largest exporter of the automobiles beyond
Japan and South Korea. Indian automobile sector consists of the customer’s cars and commercial
vehicles. Total market size of the automobile sector in India is estimated as 541 billion rupees and
also it is been growing almost around 9% per annum from last few years. From last two to six
years, the two wheeler segment has driven the maximum volume growth on account of the sales of
motor cycles.
After some span of time the passenger cars & the commercial vehicles segment has seen the very
good growth on account of the discounts, rates, pickup in industrial activity. Some of the major
automobile manufactures in India are Maruti Udyog Ltd, Ford India Ltd, General Motors, Bajaj m
Auto, Eicher Motors, Hero Moto Corp, Daewoo Pvt Ltd, Hundai Motor India Ltd, TVS Motors and
Royal Enfield Motors. With the economic growth of 8% per annum and increasing purchase power
there has been a continuous increase in demand for the automobile in India.
The country being the second largest populated country makes the automobile industry in country a
very promising one.

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1.3 Consumer satisfaction
The consumer satisfaction is been termed as the business term. It is a measure that how product and
services given by the company satisfy the consumer preferences. This satisfaction can be defined as
the number of consumers or the total number of customers whose experience with a company,
those products of the company and also the services provided them should exceed the expected
level of dissatisfaction. It is the major performance measure inside the business and it is the part of
balanced score card. In the aggressive market area the business work for customer satisfaction is
important element for the planning of business strategy. Where the effective planning of business
strategy can make with the help of customer satisfaction. This customer satisfaction has the greater
and powerful effect. This focus on the employee on the importance of fulfilling customer’s
preferences.
Consumer loyalty is the very after term utilized as a part of promoting. It actively measures the
administrations supplied by a company meet the desire. When the specific brand has the loyal
customers, it obviously gains the good and positive word of mouth in the market which will be
highly and more effective. In the satisfaction phase, organisations generally question the customers
about the products and the services provided by them have meet their preferences a exceeded their
expectation of the customers. Hence the preferences are the major factor behind the satisfaction. If
the customers have the higher or more rate of preferences or expectation then eventually the reality
falls short. Sometimes there may be disappointment from the customer due to higher expectation.
Hence the customer during this time will provide the less rating on satisfaction.
Example: A highly restaurant they might find the less satisfaction rating due to the budget even
though when they provide facilities and services would be deemed superior.
Consumer satisfaction in steps
1. Support face to face dealings: This is the most perfect part of interacting with customer. If
the one is not used to this sort then it can be a stressful experience for them. Rest of things
would go easier at the time. It is important to meet the one’s customers face to face at least
one or twice during the course.

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2. Answer to the message promptly and keep the clients informed. This is the important things
to be done where, we all very well know that it is so irritating to wait for days for a
response to a message or for an email or for a phone call. It might not happen all the times
for a customer to reply for their queries with the hours of time but the one at least should
email or call back them and tell them they have received their message and one will contact
them soon. If the one is not able to solve the problem of the customer they should answer
we are working on it.
3. Be kind and pleasant the saying tells that we can hear a smile through the phone call. Yes it
is very true and acceptable. It is very important to be friendly with the customers, and also
to make the customers feel like they are so kind and you’re always there to help them out
for their problems. There may be times where you want to beat your customers overhead
repeatedly with the bluff objective it happens for all. It is very important that you keep a
clear head respond to your customers. This taken the best you can one should be very kind
and polite to the customers.
4. Have distinctly defined buyer service policy this point might not be very important when
they are just starting out but this distinctly defined buyer service policy is going to save the
major amount of time and it is an effort in the long run suppose if there if there is problem
for a customer what should be done? If the first attempt fails then what is that to be done
next should the customer contact the different people if for the billing or any technical
queries if the customers are not satisfied with the any aspect of the company. Customer
service, then for whom should they tell. So the company should have the clear defined
service policy so that it may be useful anywhere.
5. Regard to detail, here is the question which tells half the customers of the company had
received any happy birthday email or happy birthday card. Any personalised sign of
confirmation for the services. These things may be little sometimes it may be time
consuming they are cost effective but remember to them by sending a small happy birthday
text. It is very concern to send a happy birthday email to all the customers, it is a way to
showcase a concern towards the customer. This implies there are people who are very true
off the screen and very importantly it makes the customer feel very happy and welcomed,
and they think they value them.

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6. Forecast your customer needs and help them out in your effective way, at times it is easier
said than a word done. It’s very important to understand the needs of the customer and in
satisfying them will make wonders and helping building up the loyalty and also helps in
maintaining the good and healthy relationship with customers.
7. Honour your oath, it’s very important when a company promises something for the
customer to deliver customer don’t like to be disappointed. So the pledged things should be
offered to the customers in the stipulated time if they fail to give them on this there is a high
chance of losing the customer loyalty.
Customer Loyalty:
It is very important to maintain the customer’s loyalty towards the company. One should
understand and develop the customer loyalty. Customer loyalty is very important notion. It
is the relationship between the distributor and their customers. It is the most attachment
towards the brand loyalty. Customer loyalty is as the bundle of measures that majorly aims
on improving the relationship with the customers, distributors or the suppliers. It is the main
attention and the customer is also regarded as the factor at which success of customer
loyalty becomes main.
Dealing with dissatisfied customers
1) First listen to the customers what they have to say and let them finish their thoughts
don’t always get in the shoes of defensive. You should understand the customers are not
attacking you personally, you should repeat back what the customers told nor what you
have listened.
2) Understand their problems and ask questions with care. It is common that you can get
more information from the customers. You should be best in understanding in his/her
perception. One should ask the effective questions to the customer to attain better
understanding.

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3) Stand in their position as you being the business owner, you should have the main goal
to solve the problems of the customer than arguing with them. The customer should feel
you are on their side
4) Express regret without blaming the customers when the customers feel that you are
sincerely asking sorry for them, it usually changes the situation it brings the positive
impact on situation. You should not blame others or any other department people.
You should just tell sorry for the mistakes happened.
5) Give them alternative solutions and ask them which they prefer when the various
solutions are given to customer then the customer feels very happy and builds the
loyalty.
6) If you cannot solve the problem then find another best person to solve the problem
quickly. Select the person who speaks quickly, understands the problem and who will
instantly provide the solution for the complaints of the customer. He should not have
any frustration towards the customer.
1.4 Consumer Expectation
It refers to some characteristics any customers wants to have in a product or service to make it
preferable to him/her. This also can be level of satisfaction. Degree of happiness and utility of the
product expectation is the main factors which influenced the customer demand. The study
expectation to precise the demand for each commodity and some future implications it may or may
not cause
Customer expectation is used primarily to mean to select an option that has the great forecast value
among a number of options by the customer in order to satisfy their needs and wants/desires.
Expectation indicates the choices among neutral or more valued options given by them. The
expectation of the customer is the result of their behaviour which they show during finding and
purchasing the product
Strategies to meet customer expectation
To make the communication applicable markets people need to know the information about the
each consumer expectation and their interest but the major task is where do you get the information

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about this??? How to persuade the customers to give the information to you a good thought out
expectation centre can make all the difference across all channels
First the limited information should be requested look at all marketing overall strategy and also use
that as your guide to decide what data is to request. Ask only the information which you need and
you will use to execute to your communication strategy
Do not make mistakes of collecting all the information at once. One should allow the customers to
share the complete data which they are comfortable in sharing as one should build trust as they
usually will be willing to share more at that time
Lastly the one should not give up the regular follow-ups to customers, who have not completed
their complete profile and also remind them about the advantages of doing it once the data you
have. The one should make sure you will use that all the customers like it when the person talk
about what is their importance and how they are important to them. Hence one should alter the
offers based on their information. Hence it helps the one to ask the customers the day of the week
and time of the day they expect to receive your company message
One should gather the information through preference centres also which would be the first step in
building a meaningful dialogue with the customer with combining expectation information with
already existing data so it helps the one to create campaigns that are also relevant so that the
customers will consider all the marketing communications
They look at
 Product quality
 Product price
 Product availability
 Delivery time
 Environment of the store like cleanliness and shopping environment
 Convince
 After sales services

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Types of expectations
1) Explicit expectation : This is a type of expectation were mental targets or wanting for the
product performance such as well identified performance standards
2) Implicit expectation : These are the specific expectations which reflects on established
norms of the performance these are also established by the business and some other
companies and also industries
3) Static expectation : This is a particular expectation type which address have the
performance and the quality are defined for a specific request they measure the quality of
outcome these may be evaluated static performance are user friendly
4) Dynamic expectation: It is an expectation about how the product is expected to evolve
over the stipulated time. Dynamic expectation may also be about the changes in support and
the product which is needed to meet the future business or environments
5) Technological expectation : This is the particular expectation which focuses on the
developing state of the product and its category it also deals with the new software’s
developed in the products
6) Interpersonal expectations: This is an expectation of customer which reflects the common
relationship between the customer and the product provider as the customer are important.
Where product requires to support the expectation of customers they also include the
technical knowledge patience and also the assurance that they understand my problem and
provide effective solution
7) Situational expectations : This is a type of expectation where it helps in building a
customer satisfaction it is also useful at times to evaluate why purchase expectations and
post purchase satisfaction level may or may not be fulfilled
1.5 TWINS Test Ride SOP (Standard Operating procedure)
The purpose of this SOP is to ensure an organized and safe Test ride for the Royal Enfield
Twins while exposing a rider to experience the capability of the bikes. This document is
developed to control the practices and explain step by step procedures to carry out the Twin Test
Ride in accordance with the predetermined specifications to obtain the desired outcome.

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The SOP would take you through the different phases, Pre Test Ride, During - Test Ride and
Post Test Ride, to help you plan and execute each of the phases one at a time with utmost details
leaving no room for errors. It would provide the guidelines for planning, implementing and
assessing a Test Ride for the Twins at the dealership level and the Home Rides. This document
shall explain good practices, safety routines, the Documentation process that the dealership needs
to follow while organizing the Test Ride. It aims to achieve efficiency, quality output and
uniformity in conducting the test rides throughout all the dealerships. The idea is to bring about
the excelled features of the Twins while ensuring the fun riding experience as promised by
Twins.
Test Ride at Dealerships - SOP
Pre - Test Ride
The pre-test Ride phase is the time where the maximum planning takes place. A complete Test
Ride plan is laid out in this phase. Dealerships need to work out and freeze on the following:
a) A coordinator or Ride In charge for carrying out Test Rides

b) Location for Conducting Test Ride
c) Timings for Conducting Test Ride
d) Motorcycle available for Test Ride
e) Mechanic
f) Communication to the customer pertaining to the prerequisites
During this phase, we freeze the whole layout for carrying out the test ride in accordance with
the current document. In case the dealership is not able to organize anything as per this document,
it shall be immediately brought in the attention of the Brand (POC). Dealership to provide the
valid explanation and an alternate method to carry out the same. This document is applicable to
carry out the Test Rides both at the Dealership.

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STEP 1: RIDE INCHARGE FOR TEST RIDES

Dealership needs to have one Ride Incharge who would be responsible, primarily, for
carrying out the Test Rides. The responsibilities of the Ride Incharge would be as
follows:
a. Thorough knowledge of the Twins
b. Planning and execution of the Test rides in accordance with this document.
STEP 2: FREEZING THE ROUTES

The rider should be able to get a sound idea of the purpose of the twins the very first
time he/she rides it and one of the major factor that is going to ensure this experience
is the route for the Test Ride. Choosing the correct route for carrying out the Twin
Test Ride will expose a rider to experience the capabilities of the bikes and what they
really stand for and excel at. The location or the route of the Test ride is to be chosen
in such a way that allows the Rider to have the maximum and best of the twin
experience - be it acceleration, power delivery, speed, braking, general handling, or
cornering.
The route of the Test ride should be chosen on the following basis:
1. The total distance of the route for Test Ride should be around 20 km. A distance
of more than 10 km will enable the rider to play around with the speed,
understand the torque range, etc. A longer, unhindered stretch will help the rider
to experience the maximum power output and peak torque. It is important to
explain features like the slipper clutch, riding posture, suspension, etc. to the
Rider beforehand.
2. The Route should be easy to navigate and should not include the narrow lanes and
colonies of the city.
An easy to navigate route will help the customer to focus on the motorcycle
experience rather than struggling to find the way back. The route should be away
from the hustle of the congested city streets.

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3. The route should offer minimum traffic, preferably away from the heart of the
city. Riding constantly at a lower gear in traffic might heat up the engine, a sudden
turn off for any potential customer.
The Interceptor and GT Twins have parallel twin engine of 648 cc. The
motorcycle, if ridden at a slower speed or in traffic for long, may start heating up
to a level where it can make the rider uneasy. In order avoid any such situation,
the ride should be traffic free.
4. The part of the route should have a straight stretch of at least 3 km without any
red lights to help the rider take the bike on higher gears. The Twins are capable of
running comfortably at a speed of 100-120 kmph and so should our customer
know.
The Twins are quite powerful motorcycles with its peak torque @52 NM @5250
RPM and maximum power output of 47 BHP@7520 RPM. In order to test that,
the rider should have a long enough stretch to take the motorcycle on higher
gears. The engine of the Twins is counterbalanced to keep vibrations in check.
Cruising at 130
-140 kmph is relaxed, without any noticeable strain. For the most part, it is a
smooth and refined engine and shall be highlighted in every way to the Rider.
5. Avoid a route with too many speed breakers and potholes.

The Twins have Slip and Assist clutch making the downshift of the gears much
safer than the usual. Further, reducing the strain on your left hand. Wherein this
feature needs to be highlighted to the customer and can be tested while
approaching a speed breaker; it is still advisable to look for a route which has less
number of speed breakers to let the rider test all the other features without having
to slow down every few kms. The same applies to potholes too. The Twins
suspensions are good to take the potholes but still is a bit on the stiffer side.
Hence, keep the route free of potholes and broken tarmac.
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6. The route should have enough turns to test that nimbleness of the Twins which
the Brand boasts about.
Interceptor 650 offers an upright sitting posture with its footpegs placed a bit
higher whereas GT 650 has more of a sporty riding position with rearset footpegs.
Both of the motorcycles are very agile and can easily be thrown in the corners. It
definitely is one of the most important features that need to be highlighted
verbally and to be given enough space to test on the ground. Hence, look out for a
route which has a few twisties to test the handling of the bike. If the
locationallows, create few turns using props wherein the handling of the bike can
be put to test.
7. The route should ideally have a circuit without involving U-turns.

The Twins have a larger turning radii making it difficult, for the first time (Twin)
rider, to make tight U-turns. It takes a little time to get comfortable at handling
these motorcycles at U-turn. Hence, it isn’t something that should be highlighted
during the Test Rides.
Note that the Test - Ride route can be far or close to the Dealership. The location of
the dealership shouldn’t be a constraint while deciding the route for the Test Ride.
The Ride Incharge will take the customer to the Test - Ride route and then, handover
the bike to the customer. In no circumstances shall the Customer be allowed to take a
detour from the decided Test Ride Route. The dealership can send another rider to
accompany the customer in case a customer finds it hard to navigate himself.
STEP 3: TIMINGS
Timings of the Test ride, again, is another critical factor which can affect the quality
of the experience. This part of the document will help you in choosing the appropriate
timings for carrying out the test rides to eliminate any external factor which may
hinder the fun experience of the Twins.

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Dealership to decide on the timings of the test ride on the following basis:
1. The Test Ride should be conducted at the time of least traffic.
2. The Test Ride should be of 15 - 30 mins depending on the customer’s

convenience.
3. Dealership shall take the test ride booking in advance in order to plan the slots
effectively. In no case, the dealership should carry out test rides back to back owing
to the increasing requests. It is important to maintain the quality of the experience
over the number of requests. Hence, plan and communicate in advance.
4. Dealership shall confirm the timings and location of the Test Ride to the
customer at least a day prior.
5. The Ride Incharge should reach the Test Ride location at least 10 minutes
prior to the scheduled timing. In no case shall the customer be made to wait.
6. Minimum of 20-30 mins of a time gap is to be given while conducting two
consecutive Test ride on the same motorcycle. During this time gap, the mechanic
should do the basic check of the motorcycle and confirm the readiness of the bike for
the next Test Ride.
STEP 4: NO. OF THE MOTORCYCLES

Dealership shall freeze the no. of the motorcycles available for the Test Rides at the
Dealership and Home Rides. The same will help in scheduling the no. of the rides per
day.
STEP 5: MECHANIC
Dealership to make sure to get two mechanics trained for Twins. The mechanic
should be present at the dealership all the time during the Test Rides, and one of them
shall accompany the Ride Incharge for the Home Rides. He / She should have

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complete knowledge of the twins and need to be confident in fixing the issue with the
Twins.
STEP 6: PREREQUISITE FOR CUSTOMER FOR TAKING A TEST RIDE
The Dealership should inform the customer in advance about all the prerequisite for
taking the test ride, and in no case, a customer should be allowed to take the test ride
if failing to fulfil any of the requirements mentioned below:
Gear
In order to guarantee a fun experience, the safety of the rider should be tapped first.
Dealership to inform and adhere to the following safety standard for taking a test ride:
1. The rider must be above 18 years of age and should have a full or learners
driving license.
2. The Rider must wear an ISI, D.O.T or SNELL accredited Helmet.
3. The Rider should wear Denim or trousers that cover the legs completely. No
customer shall be allowed to take a test ride in half pants or shorts.
4. The Rider should wear ankle length boots. No customer shall be allowed to
take a test ride wearing flip-flops or sandals.
5. The Rider must wear gloves while taking a Test Ride.
Documentation
The customer shall be allowed to take a test ride only after he or she has shown the
valid Driving License to the Ride Incharge.
The customer needs to sign an Indemnity Bond before the Test ride to acknowledge the
risks involved while taking the ride.
During-Test Ride
During -Test Ride phase is the time where the execution of all the planning done in the
Pre - Ride phase takes place.

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STEP 1: READINESS OF THE MOTORCYCLE

Dealership to make sure that the motorcycle is in the top-notch condition before
sending it out for the Test Ride. Dealership shall prepare the checklist of all the items
that need to be checked before the test Ride. This checklist to be filled and signed by
the mechanic every time before sending out the motorcycle for the Test Ride. Any
problem from the past ride shall be rectified and tested by the mechanic first.
Maintain a gap of 15-20 mins between two test rides to allow the engine to cool down.
STEP 2: DOCUMENTATION
Ride Incharge to check the Driving license of the customer and get the Indemnity
Bond filled before carrying out the Test Ride.
STEP 3: GEAR SCRUTINY
Ride Incharge to scrutinize the Customer’s gear as per the description given under the
“Gear section” of Pre - Test Ride Phase.
STEP 4: ARRIVING AT TEST RIDE LOCATION

Ride Incharge to take the customer to the Test Ride Location in case the location is
far from the Dealership.
STEP 5: MOTORCYCLE AND ROUTE FAMILIARIZATION

Ride Incharge to brief the features of the motorcycle and help the customer with any
doubts or queries. Ride Incharge shall than brief the route to the customer for the Test
Ride. In case, the customer finds it hard to navigate Ride Incharge shall arrange for a
guide who can accompany the customer during the Test Ride. Also, before every ride
Ride Incharge shall share the contact no. to the customer to enable him to call in case
of an emergency.

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Post - Test Ride
STEP 1: FEEDBACK
Ride Incharge shall take the feedback of the customer after every test ride. And help
the customer with any doubts.
STEP 2: MOTORCYCLE CHECK-UP

1. Mechanic to check the motorcycle after every test ride, and highlight issues to the
Ride Incharge.
2. Mechanic to replace the part of the motorcycle which has suffered any damage,
the evidence giving part should be changed even if it works fine.
3. The motorcycle to be cleaned after every test ride and shall be left in the ready to
use condition.

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Home Rides - SOP
The Home rides are the one where the Test Ride formalities start at the Customer’ house at the
agreed time. The Home rides need much more planning and communication as compare to the
dealership rides.
Pre - Test Ride
The pre-test Ride phase is the time where the maximum planning takes place. A complete Test
Ride plan is laid out in this phase. Dealerships need to work out and freeze on the following:
a) A coordinator or Ride Incharge for carrying out Test Rides

b) Location for Conducting Test Ride
c) Timings for Conducting Test Ride
d) Motorcycle available for Test Ride
e) Mechanic
f) Communication to the customer pertaining to the prerequisites
During this phase, we freeze the whole layout for carrying out the test ride in accordance with
the current document. In case the dealership is not able to organise anything as per this document,
it shall be immediately brought in the attention of the Brand (POC). Dealership to provide the
valid explanation and an alternate method to carry out the same. This document is applicable to
carry out the Test Rides both at the Customer’s home.
STEP 1: RIDE INCHARGE FOR TEST RIDES

Dealership needs to have one Ride Incharge who would be responsible, primarily, for
carrying out the Test Rides at customer’s home. The responsibilities of the Ride
Incharge would be as follows:
a. Thorough knowledge of the Twins
b. Planning and execution of the Test rides in accordance with this document

A Study on Customer Expectation and Experience on Products and Service
of Royal Enfield Bikes
STEP 2: FREEZING THE ROUTES

The rider should be able to get a sound idea of the purpose of the twins the very
first time he/she rides it and one of the major factor that is going to ensure this
experience is the route for the Test Ride. Choosing the correct route for
carrying out the Twin Test Ride will expose a rider to experience the
capabilities of the bikes and what they really stand for and excel at. The
location or the route of the Test ride is to be chosen in such a way that allows
the Rider to have the maximum and best of the twin experience - be it
acceleration, power delivery, speed, braking, general handling, or cornering.
The Location of the customer’s house shouldn’t be a constraint while deciding

the routes for Home Rides. However, if the customer’s Location permits, the
Ride Incharge can plan a route around or near the customer’s house without
compromising on any of the steps mentioned in this document. A customer
who wants to take a Home Test Ride needs to be clearly informed regarding
the exact location of the Test Rides and the underlying reasons behind it well
in advance.
The route of the Test ride should be chosen on the following basis:
1. The total distance of the route for Test Ride should be around 20 km. A
distance of more than 10 km will enable the rider to play around with the
speed, understand the torque range, etc. A
longer, unhindered stretch will help the rider to experience the
maximum power output and peak torque. It is important to explain features
like the slipper clutch, riding posture, suspension, etc. to the Rider
beforehand.
2. The Route should be easy to navigate and should not include the narrow
lanes and colonies of the city.

An easy to navigate route will help the customer to focus on the motorcycle
experience rather than struggling to find the way back. The route should be
away from the hustle of the congested city streets.
3. The route should offer minimum traffic, preferably away from the heart of
the city. Riding constantly at a lower gear in traffic might heat up the
engine, a sudden turn off for any potential customer.
The Interceptor and GT Twins have parallel twin engine of 648 cc. The
motorcycle, if ridden at a slower speed or in traffic for long, may start
heating up to a level where it can make the rider uneasy. In order avoid any
such situation, the ride should be traffic free.
4. The part of the route should have a straight stretch of at least 3 km without
any red lights to help the rider take the bike on higher gears. The Twins are
capable of running comfortably at a speed of 100-120 kmph and so should
our customer know.
The Twins are quite powerful motorcycles with its peak torque @52 NM
@5250 RPM and maximum power output of 47 BHP@7520 RPM. In order
to test that, the rider should have a long enough stretch to take the
motorcycle on higher gears. The engine of the Twins is counterbalanced to
keep vibrations in check. Cruising at 130-140 kmph is relaxed, without any
noticeable strain. For the most part, it is a smooth and refined engine and
shall be highlighted in every way to the Rider.
5. Avoid a route with too many speed breakers and potholes.

The Twins have Slip and Assist clutch making the downshift of the gears
much safer than the usual. Further, reducing the strain on your left hand.
Wherein this feature needs to be highlighted to the customer and can be
tested while approaching a speed breaker; it is still advisable to look for a
route which has less number of speed breakers to let the rider test all the
other features without having to slow down every few kms. The same

applies to potholes too. The Twin suspensions are good to take the potholes
but still is a bit on the stiffer side. Hence, keep the route free of potholes
and broken tarmac.
6. The route should have enough turns to test that nimbleness of the Twins
which the Brand boasts about.
Interceptor 650 offers an upright sitting posture with its footpegs placed a
bit higher whereas GT 650 has more of a sporty riding position with rearset
footpegs. Both of the motorcycles are very agile and can easily be thrown in
the corners. It definitely is one of the most important features that need to be
highlighted verbally and to be given enough space to test on the ground.
Hence, look out for a route which has a few twisties to test the handling of
the bike. If the location allows, create few turns using props wherein the
handling of the bike can be put to test.
7. The route should ideally have a circuit without involving U-turns.

The Twins have a larger turning radii making it difficult, for the first time
(Twin) rider, to make tight U-turns. It takes a little time to get comfortable
at handling these motorcycles at U-turn. Hence, it isn’t something that
should be highlighted during the Test Rides.
The Ride Incharge will take the customer to the Test - Ride location and then,
handover the bike to the customer. In no circumstances shall the Customer be
allowed to take a detour from the decided Test Ride Route. The dealership can
send another rider to accompany the customer in case a customer finds it hard
to navigate himself.
STEP 3: TIMINGS
Timings of the Test ride, again, is another critical factor which can affect the
quality of the experience. This part of the document will help you inplan and
choose the appropriate timings for carrying out the test rides to eliminate any

external factor which may hinder the fun experience of the Twins.
For the Home Rides, the timelines need to be frozen much in advance to plan
the slots effectively. The Ride Incharge to take the following in account before
proposing/committing the time of Test Ride to the customer:
a. The distance of the Customer’s house from the Dealership.
b. If there is any route that can be planned near the customer’s house to carry
out the Test Ride
c. The total time taken for a complete cycle shall be determined in the
following sequence:
i. Ride Time from Dealership to Customer’s House.
ii. Twins Briefing
iii. Riding from Customer House to Test Ride Location
iv. Conducting a Test Ride
v. Resolving issues/queries
vi. Dropping the Customer Back
vii. Riding time from the Test Ride Location to the Dealership.
viii. The readiness of the motorcycle for the next test ride.
Once the above planning is done, the dealership to follow below-mentioned

steps:
1. The available slots to carry out the home ride shall be proposed or
confirmed to the Customer only after the Ride Incharge has done all the
work/ calculation around the steps mentioned above.
2. The Ride Incharge and the Mechanic shall reach the Customer’s house well
in time as committed. Take the distance, traffic, etc. into account
beforehand.
3. The Ride Incharge shall share the route with the customer while committing

the time for the Test Ride.

4. The Test Ride should be conducted at the time of least traffic.
5. The Test Ride should be of 15 - 30 mins depending on the customer’s
convenience.
6. Dealership shall take the test ride booking in advance in order to plan the
slots effectively. In no case, the dealership should carry out test rides back
to back owing to the increasing requests. It is important to maintain the
quality of the experience over the number of requests. Hence, plan and
communicate in advance.
7. Dealership shall confirm the timings and location of the Test Ride to the
customer at least a day prior.
8. The Ride Incharge should reach the Test Ride location at least 10 minutes
prior to the scheduled timing. In no case shall the customer be made to wait.
9. Minimum of 20-30 mins of a time gap is to be given while conducting two
consecutive Test ride on the same motorcycle. During this time gap, the
mechanic should do the basic check of the motorcycle and confirm the
readiness of the bike for the next Test Ride.
STEP 4: NO. OF THE MOTORCYCLES

Dealership shall freeze the no. of the motorcycles available for the Test Rides
for the Home Rides. The same will help in scheduling the no. of the rides per
day.
STEP 5: MECHANIC
Dealership to make sure to get two mechanics trained for Twins. The mechanic
should be present at the dealership all the time during the Test Rides, and one
of them shall accompany the Ride Incharge for the Home Rides. He / She
should have complete knowledge of the twins and need to be confident in fixing
the issue with the Twins.

STEP 6: PREREQUISITE FOR CUSTOMER FOR TAKING A TEST RIDE
The Dealership should inform the customer in advance about all the
prerequisite for taking the test ride, and in no case, a customer should be
allowed to take the test ride if failing to fulfill any of the requirements
mentioned below:
Gear
In order to guarantee a fun experience, the safety of the rider should be tapped
first. Dealership to inform and adhere to the following safety standard for
taking a test ride:
1. The rider must be above 18 years of age and should have a full or
learners driving license.
2. The Rider must wear an ISI, D.O.T or SNELL accredited Helmet.
3. The Rider should wear Denim or trousers that cover the legs
completely. No customer shall be allowed to take a test ride in half pants or
shorts.
4. The Rider should wear ankle length boots. No customer shall be
allowed to take a test ride wearing flip-flops or sandals.
5. The Rider must wear gloves while taking a Test Ride.
Documentation
The customer shall be allowed to take a test ride only after he or she has shown
the valid Driving License to the Ride Incharge.
The customer needs to sign an Indemnity Bond before the Test ride to
acknowledge the risks involved while taking the ride.

During-Test Ride
During -Test Ride phase is the time where the execution of all the planning done
in the Pre - Ride phase takes place
STEP 1: READINESS OF THE MOTORCYCLE

Dealership to make sure that the motorcycle is in the top-notch condition before
taking it out for the home-based Test Ride. Dealership shall prepare the
checklist of all the items that need to be checked before the test Ride. This
checklist to be filled and signed by the mechanic every time before sending out
the motorcycle for the Test Ride. Any problem from the past ride shall be
rectified and tested by the mechanic first. Maintain a gap of 15-20 mins
between two test rides to allow the engine to cool down.
STEP 2: RIDING OUT TO THE CUSTOMER’S HOUSE
The Ride Incharge after making sure the readiness of the bike shall inform the
customer about their arrival. The Ride Incharge along with a mechanic and an
extra guide (if the customer needs help with navigation) and all the other
necessary documents will reach the customer’s house at the agreed timing.
STEP 3: DOCUMENTATION
Ride Incharge to check the Driving license of the customer and get the
Indemnity Bond filled at the Customer’s house before carrying out the Test
Ride.
STEP 4: GEAR SCRUTINY
Ride Incharge to scrutinize the Customer’s gear as per the description given
under the “Gear section” of Pre - Test Ride Phase.

STEP 5: MOTORCYCLE AND ROUTE FAMILIARIZATION

Ride Incharge to brief the features of the motorcycle and help the customer with
any doubts or queries. Ride Incharge shall than brief the route to the customer
for the Test Ride. In case, the customer finds it hard to navigate Ride Incharge
shall accompany himself or arrange for a guide who can accompany the
customer during the Test Ride. Also, before every ride Ride Incharge shall
share the contact no. to the customer to enable him to call in case of an
emergency.
STEP 6: ARRIVING AT TEST RIDE LOCATION

Ride Incharge to take the customer to the Test Ride Location in case the
location and handover the bike there only.
Post - Test Ride
STEP 1: Arriving at Customer’s house

The Ride Incharge shall drop the customer back to his/her house safely.
STEP 2: FEEDBACK
Ride Incharge shall take the feedback of the customer after every test ride. And
help the customer with any doubts.
STEP 3: MOTORCYCLE CHECK-UP
As soon as the Ride Incharge reaches back to the dealership, he /she needs to
carry out the following:
1. Mechanic to check the motorcycle after every test ride, and highlight issues
to the Ride Incharge.
2. Mechanic to replace the part of the motorcycle which has suffered any
damage, the evidence giving part should be changed even if it works fine.
3. The motorcycle to be cleaned after every test ride and shall be left in the
ready to use condition.

CHAPTER 2
RESEARCH DESIGN AND
REVIEW OF LITERATURE

Introduction
Royal Enfield is one of the popular brand and highest selling bikes in India and
outside of India also like USA, Europe, Australia and many other. Royal Enfield bikes have
been sold from 1949 in India. In the year 1955, the Indian Government looked for a
motorcycle which is suitable for police and army for operating in border. Royal Enfield is the
motor cycle brand in two wheelers which span across three centuries and still growing with
continuous production. Production range has widened and customers evolved.
Title of study:
Consumer expectation and experiences on products and services of Royal Enfield bike- A
study with reference to “Acclaim Motors Private Ltd“, Yelahanka, Bangalore.
2.1 Statement of the problem:
Royal Enfield is considered as one of the powerful bike in Indian market. It came into Indian
market in the year 1949 and since from its entry into the market it has bridge the norms in
Indian market by coming out with the innovative strategies and innovative marketing ideas to
gather its sale strength. They never competed in the market in terms of mileage, price etc.
They always kept themselves away from price competition but they ensured that they garner
the niche in the market by catering to the requirement of specific communities who are
bikers, travellers & who believe in long term distance travelling, etc.
Consumer expects Royal Enfield bikes to be steady, strong, performance giving, running for
longer duration and not giving engine related problems etc. In this context study is conducted
which special reference to expectation and experience of the customers, in spite of this
expectations there are some problems with it. Whether the expectations of the customer about
Royal Enfield bike are satisfied or not? Other related issues to be studied are, whether the
customers are satisfied with the services given by showroom of Royal Enfield bike? One of
such showroom is Acclaim Motors. Whether these Motors are providing good service? Are

customers happy with the services provided by them? These are problems needed detailed
study and hence the study will be undertaken.
2.2 Objectives of the study:
1) To understand the customer expectations on purchase of Royal Enfield bike

2) To know the experience after purchasing Royal Enfield
3) To analyse the customer satisfaction on services given by ACCLAIM Motors
4) To offer the suggestion to ACCLAIM Motors based on finding of the study.
2.3 Research gap: -
Numerous studies have taken place on royal Enfield bikes with respect to product
differentiation on various Enfield models However there are very few studies conducted on
consumer expectation & experience on Royal Enfield Dealership therefore the study is been
Conducted
2.4 Need of the study:
Royal Enfield is the most famous two-wheeler where the current youth are interested in.
Youth expects and enjoys high power, speed and the design though they are not much
bothered on mileage at the cost of satisfaction. This study provides insights of consumer
expectations while purchasing Royal Enfield bike and whether the expectations are met and
also at what cost? The factor Effecting consumer satisfaction has to identified so that the
performance of ACCLAIM MOTORS PVT LTD can been improved
The Effect of customer experience also need to be analysed therefore studies undertaken
2.5 Scope of the study:
The study focuses on the customer expectation and experiences of the Royal Enfield bike
This study also includes customer’s response and awareness towards the brand, product and
services of Royal Enfield. The problem aims to reveal the customer satisfaction on royal
Enfield bikes.

Research methodology:
Research Design
Empirical research is the research design followed in the study, empiricalresearch is a

research using empirical evidence it is way of gaining knowledge by means of direct and
Indirect observation
Simple random sampling is the sampling used. It is an unbiased surveying technique and it’s
the basic type of sampling since it can be component of other more complex sampling
methods.
Sampling Design
Sample size used in this study is 98 members
Sample technique followed these study is Simple random sampling method
Locations from which sample were taken in ACCLAIM MOTER PVT LTD Bangalore
Data Collection:
Primary Data: In order to find out customer satisfaction regarding bikes of Royal Enfield,
data was collected by personally visiting the showroom with the help of questionnaire. The
feedback from customers who were coming for the services of their bikes at dealership.
Secondary Data:The secondary data collection was through internet search, browsing
magazines, articles, newspapers related to two wheeler industry in India. Many Journals and
books related to the topic were also browsed to understand the dynamics of industry.
2.6 Data Analysis:
1) Raw primary data has been collected with the help of questionnaire.

2.7 STATISTICAL TOOLS FOR ANALYSIS:
Simple percentage analysis
Charts and graphs
2.8 LIMITATIONS OF STUDY:
1) The research is restricted to Acclaim Motor Pvt Ltd.

2) Study is restricted only to the organized sector of two wheeler industry.
3) Findings are based on sample survey. The information executed by respondents may
or may not be true because some respondents may not be serious.
4) This study does not include service quality
5) The study does not include Open ended conditions
2.9 REVIEW OF LITERATURE:
1) Dr.Sugundan (2017) - This research was carried on to study on the consumer

satisfaction with regard to Royal Enfield. Consumer satisfaction will help to
understand the need and wants of the customer towards the Royal Enfield. This study
provides the information about the preference level of the customer towards the brand
Royal Enfield. 50 customers were selected to obtain the information through
questionnaire. This study tells that customer satisfaction is influenced by culture,
social, personal and psychological factors.
2) Dr. M Shantha Kumari ( 2015 ) –According to M Shantha , in the present marketing

activities all the players are trying to hold their place in the minds of the customers.
Their satisfaction playa an essential role for the success of the business. She tells
branding is around centuries as a means to identify and differentiate the goods and the

services from one to another. Royal Enfield and Yamaha are the popular brand in the
tow wheeler auto mobile industry.
3) G Murali Monokari (2014) - The purpose of the study on customer expectations will
help us to understand the preferences of the customers towards Royal Enfield. This
study provides information about the present position of expectation level of
consumers towards Royal Enfield where satisfying the needs and wants of customers
helps to provide better customer purchase. This study took 1200 customers into
consideration and obtained various responses using questionnaire method.
This study reveals that most of the customers are choosing Royal Enfield bikes
because of its appearance, pickup, good models and high capacity engine.
4) Priyanka Jain (2015) –According Priyanka, this research analyses the satisfaction of
the customer towards YAMAHA taking 100 customers in the survey using
questionnaire analysis. India is one of the largest manufacturers and providers of two
wheelers in the world. She speaks about the automobile entered in the transportation
market as the teddy bear for rich and also tells that it gradually became more popular
among general population it helped to know what they wanted and their importance.
5) R. Rangarajan (2018) – According to Rangarajan, this research examines service

quality, perceptions in the showroom. It analyses the theory about service quality.
Five service dimensions are identified in this study. Readiness, trust, comfort,
security, reliability. This study tells overall quality, perception and their willingness
to buy the Royal Enfield bikes. This study also tells that no marketing is needed if it
simply means discounting and sells services through quality.
6) G Gopalakrishnan (2017) - This research examines service quality perceptions in

showroom. First, it analyses the theory about service quality they examine the terms
of their impact of customers overall quality perceptions and their willingness to

recommend the firm to a friend this variables are found to be affected heavily by two
dimensions trust and comfort
7) Ameer Asra Ahmed and siva nagi reedy (2016) – the Indian two wheeler industry
has come a long way since it humble beginning in 1948 when Bajaj auto started .In
this market consumers are v important for the survive of the motor vehicle market
industry in 2014 – 2015, customers sentiment dropped which burnt augmentation in
demand of cars. Customer experiences falls short on expectation, the short fall will be
equal this satisfaction. Thus customer satisfaction is the art of managing customer
expectation and experience
8) Subhadeep chakaraborty (2015) – According to this review understanding customer
choice regarding purchase of any goods and services is a difficult task becomes even
harder when it comes to consumer durables so it is important to know the factors
affecting brand preference of consumer’s durables.
9) G Mahalakshmi (2016) - India is the second largest producer & manufacturer of two
wheelers in the world the preferences of the consumers clearly indicate their
importance of advertisement influencing their purchase the additional facilities
expected, improvement expected handling defective goods and many
10) K Mallikarjuna reddy (2015) according to this study consumer behaviour is affected
by a host of variables ranging from personal, professional needs, attitudes and values,
personality characteristics An analysis of the consumer behaviour in terms of
consumer consumptions patterns consumer preferences, consumer motivation,
consumer buying process and shopping behaviour is very much helpful to formulate
firms marketing strategy

CHAPTER SCHEME:
Chapter 1: Introduction
Chapter 2: Review of Literature & Research design
Chapter 3: Profile of the company
Chapter 4: Data analysis and interpretation
Chapter 5: Summary of findings, suggestions and conclusion

CHAPTER 3
COMPANY PROFILE

Royal Enfield are the makers of famous Bullet brand in India. Established in 1955,
RoyalEnfield (India) is among the oldest bike companies. It seems from the British
manufacturer, Royal Enfield atRedditch Royal Enfield has its headquarters at Chennai in
India. Bullet bikes are famous for their power, stability and rugged looks.
It started in India for the Indian army 350cc bikes were imported in kits from uk and
assembled in Chennai. After a few years, on the insistence of panditjawharlal Nehru, the
company started producing the bikes in India and added the 500cc bullet to its line. Within
no time bullet became popular in India.
Bullet became known for sheer power, matchless stability and rugged looks. it looked
tailor-made for Indian roads motorcycles in the country dream drive .it it was particularly
a favorite of the Army and Police personnel.
In 1990, Royal Enfield ventured into collaboration with Eicher Group, a leading
automotive group in India , in 1990 ,and merged with it in1994. Apart from bikes, eicher
group is involved in the production and sales of tractors, commercial vehicles and
automotive gears.
Royal Enfield made contiounsly incorporating new technology and systems in its bike .in
1996, when the government of India imposed stringent norms for emission, royal Enfield
was the first motorcycle manufacture to comply. It was among the few companies in India
to obtain the WTA (whole vehicle type approved) formeeting the European community
norms .today, RoyalEnfield is considered the oldest motorcycle model in the world still in
production and Bullet is the oldest motorcycle model in the world still in production and
bullet is the longest production run model.

The first plant was set up at Madras, India, thus marking the beginning of the era of
motorcycling in India. Then, mudguards and frames followed. Enfield began sending
engine kits for assembly. And before long, they too were being made indigenously, meaning
the entire bike was being manufactured in India.
Classic bikes with power for leisure riding is what a Royal Enfield bike stands for, and
Royal Enfield leads this segment of the market in India by leaps and bounds. Its exquisite
range of motorcycles combines distinctive styles with power, riding comfort and ruggedness
to deliver a unique motorcycling experience. The beginning Royal Enfield India was set up
in 1955 when it started receiving 350s bikes in kits from the UK and assembling them in
Chennai, India. But, eventually the entire bike was manufactured the 500cc bullet. By it’s
the bullet dominated and continues to dominate the Indian roads. It is the dream choice of
every motorcyclist in India with even Indian Army and Police endorsing the Bike. The
Eicher Chapter in 1990, Royal Enfield entered into a strategic alliance with the Eicher and
later merged with Eicher Group in 1994. The Eicher Group, is one of the Indian’s leading
automotive group with diversified interests in the manufacture of Tractors, commercial
vehicles, automotive gears, exports, garments, management consultancy and motorcycles.
Since then, the company has made considerable investments in modernizing its
manufacturing technology and systems and in 1996.
When the government decided to impose stringent norms for act Royal Enfield was the first
motorcycle manufacturer to comply. Royal Enfield is amongst the first few Indian
companied to obtain the WVTA (Whole Vehicle Type Approval) for meeting the European
Community norms.
ROYAL ENFIELD INDIA LTD
Classic Bikes with power for leisure riding is what a Royal Enfield bike stands for, and
Royal Enfield leads this segment of the market in India by leaps and bounds. Its exquisite range

of motorcycles combines distinctive styles with power, riding comfort and ruggedness to
deliver a unique motorcycling experience.
THE BEGINNING
Royal Enfield India was set up in 1955 when it started receiving 350cc bikes in kits
from the UK and assembling them in Chennai, India. But, eventually the entire bike was
manufactured in India and a couple of years later the Company started manufacturing the
500cc Bullet. By its sheer power, unmatched stability, superior riding comfort and rugged good
looks, the Bullet dominated and continues to dominate the Indian roads. It is the dream choice
of every motorcyclist in India with even the Indian Army and Police endorsing the Bike.
THE EICHER CHAPTER
In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later
merged with Eicher Group in 1994. The Eicher Group is one of India's leading automotive
group with diversified interests in the manufacture of Tractors, Commercial Vehicles,
Automotive Gears, Exports, Garments, Management Consultancy and Motorcycles. Since
then, the Company has made considerable investments in modernizing its manufacturing
technology and systems and in 1996, when the Government decided to impose stringent norms
for emission Royal Enfield was the first motorcycle manufacturer to comply.
ROYAL ENFIELD - REVIVING UP
With the finest and brightest of teams in the country, comprising of management
professionals and a skillful, committed workforce, the Company has a unique and open culture,
making Royal Enfield a vibrant and responsive company. To its customers in India and
elsewhere in the world, Royal Enfield means more than just motorcycles… it is a sense of
belonging to an exclusive community with unfading passion, emotion and interest.
The Company is all set to augment its leadership position, be it in the power and leisure bike
segment in India or the classic bike segment elsewhere in theworld, by introducing
distinctively styled and higher-powered motorcycles, strengthening existing

communitiesaround itsproducts, expanding its network, and delivering a unique motorcycling

experience.
INFRASTRUCTURE AND TECHNOLOGY COLLABORATIONS
To manufacture quality bikes that are well known worldwide for their reliability and
toughness state-of-the-art infrastructure is required, and that is just what Royal Enfield has
done at their Chennai manufacturing facility.
An active in-house Research & Development wing is constantly at work to meet

changing customer preferences and the challenges of Indian and International environment
standards. When introducing a new product, this team undertakes all related planning which
includes a rigorous customer contact program, design, concurrent engineering and testing
processes. The bike Design team at Royal Enfield is well equipped with high-end CAD/CAM
workstations and the latest modeling software. Top-notch designers work continuously to come
up with innovative bikes designs to meet the market’s expectations.
Royal Enfield was also amongst the first Indian companies to introduce Enterprise
Resource Planning (ERP) systems to manage its operations. It also has an online supply chain
management system in operation.
COLLABORATIONS
Royal Enfield has technology tie-ups with:
o AVL of Austria
o Fritz Egli of Switzerland
o Cranfield University, UK
o Criterion Engineers, UK
MANUFACTURING
Royal Enfield's manufacturing operations go through a series of modernization and

improvement efforts, with a number of automated processes. The Company has put in place

modern manufacturing practices like Cellular layouts, Statistical process controls and Flexible
manufacturing systems.
The Chennai manufacturing facility has received the ISO 9001 certification and for
managing its operations in a clean and safe environment, it has obtained the ISO 14001-quality
certification.
Royal Enfield ensures that all the components used in the bikes are sourced from the
best vendors in the Indian automotive industry, who are geared to supply according to the
Company’s stringent quality standards. The company works closely with all of its suppliers,
giving them technical and managerial support while maintaining practices like Direct-On-Line
and Vendor Self-Certification.
MARKETING NETWORK
You can feel the pulse of company customers, only if you get close to them. This thought
process has driven Royal Enfield to set up has a wide network of 13 marketing offices, 223
dealers in all major cities and towns, 25 spare parts distributors and stockists and 150
Authorized Service Centres. The Company also exports motorcycles to over 30 countries like
the USA, Japan, Bahrain, UK, Germany and many European countries through 5 international
offices, 25 porters and over 200 dealers across the globe.
Manufacturing
Royal Enfield ‘s manufacturing operations ,go through a series of modernization and

improvement efforts , with a number of automated processes .the company has put in place
modern manufacturing practice like cellular layouts , statically process controls and flexible
manufacturing system.
The Chennai manufacturing facility has received the ISO 9001 Certification for
managing its operations in a clean and safe environment; it has obtained the ISO 14001

Quality certificate.
Royal Enfield ensures that all components used in bikes are sourced from the best vendors in
the Indian automotive industry, who are geared to supply according to the company’s
stringent quality standards.
The company works closely with all of its suppliers ,giving them technical and
managerial support while maintaining practice like direct –on line and vendor self-
certification
Functional department of the organization
The organization has 5 departments for efficient running of its activities .the departments are
classified on the basis of function they perform .they are production department, sales
department ,sales and service department, personnel department purchase department,
finance department, each department is headed by a departmental head ,who has direct
contact with the managing director ,the department head have a complete control over their
respective department and the subordinate below them ,due to which the company has
increased its prestige , productivity, effective control of expenditure etc
1) Production department
The function of product department of the company is under the control of director
(production) who has direct contact with the managing director. The function of production
department of the company includes production planning, quality control of the production.
Engineering, research and development of the production and the material management .the
production unit of the company is located in Chennai .which is the head –quarter of the royal
Enfield bullet. thus it has helped the company in capturing a market share etc .the
engineering department of the organization also has contributed a lot of the improving design
,style and performance of the product.

The company had also given due consideration for material management it has introduced
new methods of material handling proper storage of material which has benefited the
company up to certain extent.
2)sales and service department
The sales and service department is playing an important role in the company. The main
objective of organization is to set up. This department was to increase sales of the vehicle
and provide better services to customer.
3) Personal development
The personnel development department of the company is connected with the human factors
working in organization. It is the head of personnel manager.
The main objective of this department is recruitment, training, development and motivation,
remuneration of personnel working in the organization and maintenance of good relationship
between workers and management
Beside this department is also concerned with the outside public such a share holders,
customer etc. the company has given due consideration to the welfare activities, so as to
promote the welfare of the worker and would ensure safety at the work for them. Beside the
company has substantially invested in research and development of the human factor.
4) Purchase department
The purchase department of the company is closely related with the production department,
because the purchase department has to make available the need stock at the required time so
that the manufacturing operation do not have to be stopped .similarly there is also co-
ordination between finance and purchase department in the organization .the company has
adopted the centralized purchasing process for the production department.

5) Finance department
The financial department of the company deals with financial planning, to increase the
network of the share holder, and also the financial forecasting, raising of funds from public
and effective utilization of funds.
Product profile
Technical specification and features of royal Enfield ‘’thunderbird’’ cruiser bike
Technical specification
Engine capacity: single cylinder, 4stroke Air
cooled 350cc
Max.torque :2.75kg-m@3500rpm
Gears : 5speed
Ignition : CDI
Electrical : 12vAC/DC
Wheel base : 1370
Tire : 3.25*19 6/4pr
Features:
1) 350 cc four stroke engine with 18 bop
2) Amazing pick-up of 0-60kms/hrs in 6 seconds
3) Top speed of 120 km/hr with stability
4) 5 speed gear box&Left side heel and toe gear shift
5) Superior technology C.V(constant vacuum) carburetor for instant start, good pick-
up and constant mileage (40kmpl)
6) Air ventilate&Disk brake of 28mm day
7)Available in attractive metallic colors (purplish blue/Rivera red /ocean black/silver

THUNDERBIRD
PRODUCT PROFILE


HISTORY OF ENFIELD INDIA- BULLET
The grand father of the bullet was first produced by Royal Enfield in 1931: a four valve
single cylinder was introduced, given the name “BULLET” in 1932. it had an inclined engine
and exposed valve gear. The 1935-G model was the first that assumed the modern look, with
vertical cylinder, cast in pushrod tunnel and eventually fully enclosed valve gear. It has a gear-
driven magneto and double-ended eccentric oil pump. Over the next few years the single would
sport two, three and four valve cylinder heads.
1948: The first 350-bullet roadster was introduced. Although it was similar in many
ways to the 1935-G model bullet, it was a new motorcycle with many design innovations. It
was the first British production bike with a rear swing arm. It also had an oil filter (with
integral oil tank in the crankcase behind the crank) and alloy primary chain case. It was a two-
valve pushrod design in semi-unit style, with gearbox bolted to crankcase. Rubber keep ads
were on the gas tank. It had four gears (one up, three down like most British bikes of that era-

apparently triumph was the oddity with high gears up). A trials / scrambler model was also
introduced.
1949: the sports model had an unstrung front mudguard.
1951: modifications include smaller front mudguard and silencer, alloy speedometer nacelle
and modified fork ends.
1952: a crankcase breather was fitted plus a side stands. Trials model gets alloy barrel.
Apparently only 16 350 bullets made this year. A prototype 500-cc model is shown in an
industry motorcycle show.
1953: the 500 cc roadster model is introduced. The 350cc was upgraded to include changes
designed for the 500cc improved bottom end with four main bearings, improved lubrication
system, modified frame, larger rear brake, and single pilot light under headlamp.
1954: a new coquette (nacelle with speedometer, headlight and twin sidelights) replaces
headlamp bracket. The exhaust angle and rear spring and shock are changed. The 350 got a
frame lug changed. The 350 got a frame lug change. Armstrong units were adopted for
suspension, giving 50 percent more movement.
1955: camshaft upgrade. The concentric kicks start and gear changes ever on the gearbox, plus
the air filter are changed. The front brake gets a twin, full width hub, and brake. The 350 get a
monopolycrab. The bench (dual) seat is now standard, although the single saddle seat was still
available. Around this time, the 500cc bullet was also sold in America as the Indian
“woodsman”
In 1955 the Indian government needed a solid and reliable motorcycle for its police and army,
in particular to patrol the rugged border highways. The bullet was chosen as the most suitable
bike for the job. The Indian government ordered 800 of the 350cc models beyond the
company’s ability to fill at the time.
With more orders from India looming, the company sold its design to Enfield India, a
subsidiary firm in madras, India to start manufacturing them. There was some retooling and

redesign done at the English plant (Red ditch) in 1955 to modernize the bullet (including
changes in the gear ratios in 1959).
Between 1956 and 1960, the bullet was released in several models, including a 350cc trials
“works replica” version and a 350cc “clipper” model. Technically the engines a nod power
trains were the same (except for bore size) and the only differences were in exhaust, seating,
And instrumentation. Handle bars and gas tank. A lot of technical improvements were also
making in that time, including moving to alternator charging (1956) and coil ignition (1960).
The 350cc model continued in production, but the 500cc model was dropped in 1961. An
“airflow” model was also made briefly, with a fairing.
1956: Both models underwent several improvements in a new frame and air filter housing,
battery/ toolkit bow. The engine got a wider floating big-end bush and cylinders head changes
(separate rocker boxes retained) and stronger bottom end. The 500 dual seat was introduced by
the Modern Indian Enfield which uses the post-56 (with metric bearing sizes).
And even it used the earlier frame.
1956: Saw an all-welded, brazed-lug frame introduced, and also sent to India.
1957: Quick-detach rear wheel was introduced as an option. The air filter was enlarged. The
350cc got an alternator. The bullet is now fully manufactured in India under the license, at
Anna Salami; near Chennai. The tooling equipment was also sold to make the 350cc bullet in
India in 1958. Later the Indian firm upgraded to make the 500cc model as well (one printed
source says tooling for both models was sold to India in 1967 but most agree it was 1957). By
this time the English company was under different ownership and that year they closed the Red
ditch factory where bullets were manufactured, and hence all the possible remaining tooling
equipments were sold to Chennai at that time, but they certainly had manufacturing equipment
in India a decade ago.
On source, Peter Snidely, says that there were “Moto Cross”(MX) bullets made in this period.
The 350 had a cast aluminum head and the 500 cc an iron barrel. Apparently two 350s and two
500cc were imported into Vancouver by Frank Carr in 1957. Carr succumbed to cancer shortly

after they arrived and his business stood down at that time. The entire MX bullet that came into
Vancouver in 1957 had Lucas Madison on them. They also were equipped with quick-
detachable lights and number plates on the rear frame, plus high straight pipes as well. They
were very fast bikes. The 350 would blow away just about any thing on the street up to 70mph
or so . He says they were essentially the bikes that he saw advertised in cycle magazines of the
time as the Indian woodsman and warrior-competition models.
They were very fast bikes, Snidely writes. “The 350 would blow away just about
anything on the street up to 70mph or so. In fact, I not only saw the original owner of one of
them to do it to just about all of us, at one time or another, including a 500Velo Venom, which
was the 2nd fastest (after that day) in our little pack, but also 350 Vipers, (both of them) and
every thing else came up again. A few years later, I got hold of it, and Rebuilt/Restored it, and
once again blew away TR6’s with impunity.
It had very radical cams (straight up, open a long time, straight down-the ramps were so steep
is looked like they’d just am the cam followers -and the 350’s came with a 15:1 piston”).
1959: Smaller 17-inch wheels. Coil ignition. Optional Airflow fairing with deeper front
mudguard. Forks modified. Oval oil pump cover plates on 500cc. 30cc got larger, re-shaped
3.75-gallon gas tank, chain enclosure and larger, wider seven-inch front brake (the 500 retained
its six inch twin drum brake). New stylish gas tank, trials model gets heavier fly wheels, and
exhaust is tucked away, but continues with magneto.
1960: huge, one –piece alloy cylinder head (big head) casting plus new, larger ‘chunky’ tank
for 500. This is also the engine design used for the India Enfield bullet, coil ignition is
introduced.
The Royal Enfield fury, produced at this time for the US market, is essentially the same bike as
the Bullet (both 350 and 500cc models), capable of reaching the 100 mph mark (a f 350cc
Enfield tuned by Steve Lind sell in the late 1970s reached 95.64 mph). It deferred from the
bullet by having a the bullets iron and a higher compression piston (8:9:1 instead of 7:3:1 ). It
also had a flange for mounting an optional rev counter, an 18 – inch rear and 19-inch front

wheel. Between 1959 and 1963,only 191 machines were made. The 500cc boasted a 40bhp
output, up from the up models production of 27bhp. A 600cc model was also made for a short
period.
1961: detachable end – cap fishtail silencer, trials model discontinued except by special order.
1962: deeper rear mudguard. Both 350 and 500 models discontinued. The UK Company was
sold in 1962 and the bullet line discontinued.
Enfield India continued to churn out bullets just the way they were made in England in 1955.
Forty years later they still do, with a few minor modifications (signal lights, a 28m Mikuni
card, 12-volt electric’s a better bench seat and in 1990. twin leading – shoe brakes).
While not the largest motorcycle manufacturer in India (they rank about third, producing
around 18,500 bikes a year but have plans to increase that to 25,000) they are one of its oldest.
Initial attempts to import 350 bullets into the UK in the 1970’s (by the Slater brother and later
Eve sham motorcycles – according to one source the actual date of the first re-introduction was
1977), were unsuccessful. The bike wasn’t up to par and the exchange rate wasn’t very good.
So they were not as inexpensive as they are today. The Indian company had little interest in
making changes the few sales exports could garner.
In 1986, Raja Narayanan, a UK civil servant, returned to his home in India and started an
export farm for the company to bring the bullet back into England. He got his first 350 into
England that year. He was responsible for many of the production change that improved sales
and quality over the years. He responsible for many of the production changes that improved
sales & quality over the years. It was the prodigal son returning home. The bike appeared in
UK motorcycle shows in 1989 and at the classic bike show in Stafford in 1990. Canada started
importing them three years ago, and the US in 1995. Twenty countries now import them. In
late 1995, the Indian firm finally acquired the name Royal Enfield as their own. on the tank in
early 1996.

AAStudy
Studyon
onCustomer
CustomerExpectation
Expectationand
andExperience
Experienceon
onProducts
Productsand
andService
Service
ofRoyal
of RoyalEnfield
EnfieldBikes
Bikes
CHAPTER 4
DATA ANALYSIS AND

INTERPRETATION

GENDER OF THE RESPONDENTS
Table no. 4.1
Gender of the respondent
Gender Number of respondent Percentage

Male 96 98%
Female 2 2%
Total 98 100%
Analysis:
In the above table it shows the number of respondents, the male respondents is 98% more
than the female respondents is 2%.

Graph no.4.1
Graph showing the number of respondents
100
99
98
Female
97 Male
96
95
94
Number of respondents Percentage (%)
Interpretation:
From the above graph we can come to know that 98% of respondents are male and
remaining 2% of the respondents are female. It shows that majority of the respondents are
male in this study.

AGE OF THE RESPONDENTS
Table no. 4.2
Age of the respondents
Age Number of respondents Percentage (%)

0-25 15 16 %
26-30 31 31 %
31-35 19 19 %
36-40 20 21 %
Above 41 13 13 %
Total 98 100%
Analysis:
In the above table we can analyze that the number of respondents above 26 to 30 aged
peoples are high than compare to other age group peoples. This age group peoples are more
attracted by this model bike.

Graph no. 4.2
Graph showing the age of the respondents
70
60
50
40
Percentage (%)
30
Number of respondents
20
10
0
0- 25 26-30 31-35 36-40 Above
41
Interpretation:
From the above graph we can come to know that the 31% of the respondents are above the
age of 26 – 30 years, 21% of respondents are between the age group of 36 – 40 years, 16%
of respondents are between the age group of below 25 years. This aged peoples are more
responded in this study.

OCCUPATION OF CUSTOMERS
Table no. 4.3
Showing the occupation of customers
Occupation Number of respondents Percentage (%)

Student 7 7%
Employee 61 62%
Business 24 25%
Others 6 6%
Total 98 100%
Analysis:
According to the above table showing the respondents occupation level, 62% of the
respondents are salaried, 25% are business people, 7% are students and remaining 6% of
respondents belongs to other profession.

Graph no. 4.3
Graph showing the occupation of customers
70
60
50
40 Percetage
30 Number of respondents
20
10
0
Student Employee Business others
Interpretation:
The above graph clearly shows that the employee response is high while compare to other
professions. Because they are the salaried persons and have an experience about the Royal
Enfield bike.

QUALIFICATION OF RESPODENTS
Table no. 4.4
Showing qualification of the respondents
Education Number of Respondents Percentage(%)

SSLC 5 5%
PUC 17 17%
Degree 51 52%
Post Graduation 25 26%
Total 98 100%
Analysis:
According to the above table which shows the individual qualification of respondents. In
this study 52% of customers are having degree as minimum qualification and remaining
48% of the customers are having minimum qualification of SSLC, PUC and Post
Graduation.

Graph no. 4.4
Graph showing the qualification of the respondents
60
50
40
30
Percentage(%)
10
Interpretation:
In the above graph we can analyze that the majority of respondents are belongs to
graduation and they are more attracted towards this bikes, because of their age

INCOME OF CUSTOMERS
Table no. 4.5
Showing the Income of the customers
Income Number of respondents Percentage (%)

0 - 20,000 5 5%
20,001 – 40,000 4 4%
40,001- 60,000 45 46%
60,001- 80,000 44 45%
Total 98 100%
Analysis:
5% of the customers income is less than Rs. 20,000/-, 4% of the customers income is
between Rs.20,000/ – to 40,000/-, 46% of the customers income is between Rs.40,001/- to
Rs. 60,000/- and remaining 45% of the customers income is above Rs. 60,000/-.

Graph no. 4.5
Graph showing the Income of the respondents
100
90
80
70
60
50 Percentage (%)
30
20
10
0
0-20,000 20,001 - 40,001 - 60,001 -
40,000 60,000 80,000
Interpretation:
In the above bar graph it clearly showing that the majority respondents are belongs to above
Rs.40,000/- and Rs.60,000/- salaried persons. The high income level customer’s are
experienced with this product.

OPINIONS ON PREMIUM PRICING
Table no. 4.6
Opinions on Premium pricing
Opinions Number of respondents Precentage (%)

Strongly Disagree 8 8%
Disagree 32 33%
Neutral 2 2%
Agree 19 19%
Strongly Agree 37 38%
Total 98 100%
Analysis:
8% of the respondents strongly disagrees that Royal Enfield bikes are premium priced, 33%
of respondents are disagreed, 2% have neutral opinion, 19% of respondents are agreeing
and remaining and remaining 38% of respondents are strongly agreeing to the same point.

Graph no. 4.6
Graph showing the opinions on premium pricing
40
35
30
25
20 Percentage (%)
15
10
0
Strongly Disagree Netural Agree Strongly
Disagree agree
Interpretation:
In the above graph its shows the opinions on premium pricing. Majority respondents are
strongly agreed on premium pricing on Royal Enfield bikes.

OPINIONS ON SYMBOL OF STATUS
Table no. 4.7
Showing the opinions on symbol of status
Opinions Number of respondents Percentage (%)

Disagree 8 8%
Neutral 1 1%
Agree 35 36%
Total 98 100%
Analysis:
3% of respondents are strongly disagreeing, 8% of the respondents are disagreeing, 1% if

the respondents have neutral opinion, 36% of respondents are agreeing, 53% of the
respondents are strongly agreeing.

Graph no. 4.7
Graph – showing the opinions on symbol of status
60
50
40
30 Percentage
20
10
0
Strongly Disagree Neutral Agree Strongly
Disagree agree
Interpretation:
In the above graph which is related to symbol of status, 53% of the majority respondents
are strongly agreeing that Royal Enfield bikes are considered as the symbol of status.

UNIQUE DESIGN
Table no. 4.8
Showing the Unique design

Disagree 3 3%
Neutral 2 2%
Agree 47 48%
Total 98 100%
Analysis:
0% of the respondents strongly disagreeing , 3% of the respondents are disagreeing, 2% of

the respondents have neutral opinion, 48% of respondents are agreeing, 47% of the

Graph no. 4.8
Graph – showing the Unique Design
50
45
40
35
30
25 Percentage
20
15
10
0
Disagree agree
Interpretation:
According to the above graph, the majority of the respondents are strongly agreeing that the
Royal Enfield bikes are unique in design while compare to other branded bikes.

OPINIONS ON HIGH DURABILITY
Table no. 4.9
Showing the opinions on high durability

Disagree 2 2%
Neutral 8 8%
Agree 73 75%
Total 98 100%
Analysis:
0% of the respondents are strongly disagreeing, 2% of the respondents are disagreeing, 8%

of the respondents are neutral, 73% of the respondents are agreeing and the remaining 15%
of the respondents are strongly agreeing.

Graph no. 4.9
Graph- showing the Opinions on High durability
80
70
60
50
40 Percentage(%)
30
20
10
0
Disagree agree
Interpretation:
The above graph shows clearly shows about the durability of the bike by the different
respondents. In this study majority of the respondents are agreeing that Royal Enfield bikes
have high durability.

COLOUR OPTIONS
Table no. 4.10
Showing Colour Options

Disagree 30 31%
Neutral 4 4%
Agree 48 50%
Strongly 14 15%
Total 98 100%
Analysis:
2% of the respondents strongly disagreeing, 31% of the respondents are disagreeing, 4% of

the respondents have neutral opinion and 50% respondents are agreeing, 15% of the

Graph no. 4.10
Graph- Showing the Colour Options
50
45
40
35
30
25 Percentage(%)
20
15
10
0
Disagree agree
Interpretation:
The above bar graph are representing the percentage respondents in the study. In this study
majority respondents are agreeing that the Royal Enfield bikes are provided in many
colours options.

OPINIONS ON HIGH MAINTENENACE COST
Table no. 4.11
Showing the opinions on high maintenance cost

Disagree 13 13%
Neutral 2 2%
Agree 47 48%
Total 98 100%
Analysis:
0% of respondents strongly disagreeing, 13% of the respondents disagreeing, 2% of the

respondents have neutral opinion, 48 % of respondents are agreeing, 37% of the

Graph no. 4.11
Graph showing the opinions on high maintenance cost
50
45
40
35
30
25 Percentage(%)
20
15
10
0
Disagree agree
Interpretation:
In the above graph which shows the majority of the respondents are highly agreeing that the
maintenance of Royal Enfield bikes are high cost after purchase.

OPINIONS ON ACTION ON COMPLAINTS
Table no. 4.12
Showing the Opinions on action on complaints

Disagree 6 6%
Neutral 4 5%
Agree 57 58%
Total 98 100%
Analysis:


Graph no. 4.12
Graph – Showing the Opinions of Action on Complaints
60
50
40
30 Percentage(%)
20
10
0
Disagree agree
Interpretation:
According to the above graph which shows the response of different respondents and in that
study majority of the respondents are agreed that the Royal Enfield bikes company takes
the action for the complaints placed by customers.

OPINIONS ON SAFETY
Table no. 4.13
Showing the opinions on safety

Disagree 4 4%
Neutral 3 3%
Agree 67 68%
Total 98 100%
Analysis:

respondents are strongly agreed.

Graph no. 4.13
Graph showing the opinions of safety
70
60
50
40
Percentage(%)
20
10
0
Disagree agree
Interpretation:
The above graph shows that the majority of the respondents re agreeing that the company of
Royal Enfield bikes are providing good safety for customers.

OPINIONS ON POWER AND PICKUP
Table no. 4.14
Opinions Of Power and Pickup

Disagree 10 10%
Neutral 3 3%
Agree 63 63%
Total 98 100%
Analysis:


Graph no. 4.14
Graph showing the Opinions on Power and Pickup
70
60
50
40
Percentage(%)
20
10
0
Disagree agree
Interpretation:
63% of the respondents agreed and 22% of the respondents are strongly agreed that Royal
Enfield bikes have good pickup and power capacity.

SATISFACTION LEVELS ON AVAILABILITY OF SPARE PARTS
Table no. 4.15
Satisfaction levels on availability of spare parts

Disagree 18 18%
Neutral 5 5%
Agree 46 47%
Total 98 100%
Analysis:

respondents are strongly agree.

Graph no. 4.15
Graph showing satisfaction level on availability of spare parts
50
45
40
35
30
25 Percentage(%)
20
15
10
0
Disagree agree
Interpretation:
In this above bar graph the huge respondents are highly agreed about the availability of
Royal Enfield spare parts easily in the markets to the customers.

SATISFACTION LEVEL ABOUT REASONABLE SERVICE

CHARGES
Table no. 4.16
Showing the satisfaction level about reasonable service charges

Disagree 18 18%
Neutral 9 9%
Agree 48 49%
Total 98 100%
Analysis:


Graph no. 4.16
Graph showing satisfaction levels about reasonable service charges
50
45
40
35
30
25 Percentage(%)
20
15
10
0
Disagree agree
Interpretation:
The above graph representing the respondents view about the Royal Enfield bikes and
highly response towards satisfactory level on reasonable service charges provided by
acclaim motors.

SATISFACTION LEVELS ABOUT SERVICES PROVIDED BY

COMPANY
Table no. 4.17
Showing the satisfactory levels about services provided by company

Disagree 3 3%
Neutral 2 2%
Agree 31 32%
Total 98 100%
Analysis:


Graph no. 4.17
Graph showing satisfaction levels about services provided by company
70
60
50
40
Percentage(%)
20
10
0
Disagree agree
Interpretation:
The above bar diagram shows the 100% response in different views. In this response 32%
and 63% respondents are highly agreeing that service provided by acclaim motor’s are
satisfactory.

SATISFACTION LEVELS ABOUT RELATIONSHIP WITH CUSTOMERS
Table no. 4.18
Showing the satisfaction levels about relationship with customers

Disagree 1 1%
Neutral 2 2%
Agree 39 0%
Total 98 100%
Analysis:


Graph no. 4.18
Graph showing the satisfaction levels about relationship with customers
60
50
40
30 Percentage(%)
20
10
0
Disagree agree
Interpretation:
According to the above graph shows more respondents are high satisfied that the acclaim
motor’s are maintaining healthy relationship with the respondents.

WILLINGNESS TO REVISIT THE SERVICE CENTER
Table no. 4.19
Showing the willingness to revisit the service centre

Disagree 0 0%
Neutral 0 0%
Agree 76 78%
Total 98 100%
Analysis:


Graph no. 4.19
Graph showing willingness to revisit the service centre
80
70
60
50
40 Percentage(%)
30
20
10
0
Disagree agree
Interpretation:
The above graph which clearly represents the view of respondents towards Royal Enfield
bikes and overall 100% response have strongly willing to visit the service centre again.

CHAPTER 5
SUMMARY OF FINDINGS,
SUGGESTIONS AND CONCLUSIONS

5.1FINDINGS
 Most of the respondents of Royal Enfield are males.

 Most of respondents are between 26 to 31 years, we can conclude younger generation and
middle age are more interested in Royal Enfield bikes may be because this is the age they start
earning
 Main customer base of Royal Enfield are salaried people but still students also have interest in
Royal Enfield bikes because of the looks & power of the bikes.
 Majority of respondents are reasonably earning high which will give us an impression that
only with people with high income can able to maintain the Royal Enfield bike and it’s the
brand that high earning people like to have.
 More than half of the respondents feel that Royal Enfield bikes are highly priced and less
number of consumers feel its low priced.
 Most of the respondents feel it’s the symbol of status and that’s one of the reason for
purchasing the Royal Enfield bike.
 Majority of respondents feel that Royal Enfield bikes are unique in design when compared to
other bikes and this is also one of the attractive reason for customers to have this bike.
 Almost all of customer feel that Royal Enfield bikes are long durable in nature.
 More than half of the consumers feel that Royal Enfield bike provides different colour options
and they are happy with it however considerable group of people feel that Royal Enfield will
not have much colour options.
 Most of the respondents feel maintenance cost of Royal Enfield bikes are too high and it’s not
affordable.
 Most of the customers are happy with the actions taken by Acclaim motors for the complaints
they lodged which also reveals they have very good customer relations and customers trust on
them.
 Most of the customers feel Royal Enfield bikes comes up with very good safety and power. In
other words, Royal Enfield bikes are most trust worthy bikes with respect to bike safety which

in turn favours customer’s safety.
 Most of the people feel Royal Enfield bikes provides great power & pickup. Power & pickup
are the major check boxes for youth while purchasing a bike and from the above graph it
reveals that Royal Enfield is one of the bike which meets customer’s expectation in very high
context with respect to power & pickup.
 Majority of the customers feel that spare parts are easily available however there is a room for
improvement as per the feedback provided by considerable group of respondents.
 Majority of respondents feel that Acclaim motors have reasonable services charges.
 Most of the customers are happy with the services provided by Acclaim Motors Ltd which is
an astonishing factor to increase the customer base.
 Almost all of the respondents feel that Acclaim motors have a very good relation with which is
a great thing for any organization as the relationship with customers is the main factor for
success of the company.
 Almost all of the customers are willing to revisit the service centre again for all the services
provided by the Acclaim Motors Ltd.
5.2 SUGGESTIONS
 For maintaining the better customer relationship, Acclaim Motors can conduct more events on
customer meet programs.
 The complaints of the customers can be addressed within the stipulated time to grow 100%
trust of customers though 90% of the customers are happy with the actions on complaints.
 Acclaim Motors can increase the availability of the spare parts at their showroom to help the
customer as almost 20% of the customers feel availability is not so satisfying.
 Services charges at Acclaim Motors can be reduced to make it more affordable so that more
customers can avail the services.
 Quality of the services given by the dealer can be maintained the same way as almost all of the
customers are happy with it.

 Royal Enfield should provide more colour options as more than 30% of the customers feel that
it has less number of colours.
 Royal Enfield should consider the fact to reduce high maintenance cost after the purchase of
bike so that it can attract more customers.
 Royal Enfield should continue the unique designs as almost all the customers are satisfied with
it.
5.3 CONCLUSIONS
The study has helped Royal Enfield dealer to understand the satisfaction levels of customers on
its services and also on the areas on which dealer should focus on, the areas where they have excelled
well. Study also helps in finding the customer expectations on the product and the ways to reach the
customer expectations on the product.
Royal Enfield bikes mileage is economical. Most of the customers feel Royal Enfield as the status
symbol. Royal Enfield has an excellent track record for its power, pickup, comfort, safety and after
sale service.
From the study we can conclude that younger generation and early middle age people are more
interested in perching royal Enfield bikes because of its unique design, durability, power and pick up.
Costumers are very loyal to the iconic Royal Enfield brand. Royal Enfield should provide more colour
options and should increase the availability of spare parts along with this it should give more publicity
on the new products to reach more customer base. Royal Enfield should give a try on reducing
maintenance cost so that more customers can afford it.

BIBLIOGRAPHY

1) Dr Sugundan, Chennai, International journal of research.

“A study on consumer satisfaction with regards to Royal Enfield ,2017”; Volume 4; issue 14;
page 4431 to 4438
2) Dr M Shantha Kumari, Tamil Nadu, International journal of multi-disciplinary research.
“A study on consumer satisfaction of a selected branded two-wheeler ,2015”; Volume 2; issue
4; page 2349 to 2358
3) G Murali Monokari,Coimbatore, International journal of advanced research in business
management and administration
“Astudy on customer’s preference towards Royal Enfield motor bikes in Coimbatore,2014”;
Volume 1; issue 1; page 91 to 100
4) Priyanka Jain, Delhi, International organization of specific Research.
“A study on customer satisfaction of two wheelers on Yamaha,2015”; Volume 17; “
Page 8 to 19
5) Rangarajan , Tanjavur, International journal of current scientific Research
“A study on service quality in Royal Enfield showroom, 2018”; Volume 5; issue 4
6) G Gopalakrishnan, Indian journal science and research

“A study on service quality in royal Enfield showroom Chennai”(2017) volume 2;
issue 1
7) Ameer Asra Ahmed and siva nagi reedy, The academy management journal
“A study on consumer satisfaction level of Royal Enfield Bullet”(2016)
8) Subhadeep chakaraborty, International journal of scientific research and management
“A Case study of tinsukia town” (2015)
9) G Mahalakshmi A conceptual study “consumer satisfaction on two wheelers a special
reference with TVS XL in theni district

10) K Mallikarjuna reddy International journal of applied science “consumer behavior towards
motorcycles. Volume 3 issue 1 page 345-348

ANNEXURE

Questionnaire
Dear respondents,
I the student of Govt. First Grade College need to do Project of the topic related to
management issues as per partial fulfilment of the requirements for the award of the degree
of Master of Commerce under the Bangalore University.
The topic chosen by me is “COSTEMER EXPECTATTION AND EXPERIENCES ON

PRODUCTS AND SERVICES OF ROYAL ENFIELD BIKE – A STUDY WITH SPECIAL
REFERENCE TO ACCLAIM MOTORSPVT.LTD” in regard I request you to fill the
following questions and the data given by you will be kept confidential This information will
be only used for purpose and feel free to answer all the questions.
Please ( ) wherever required
Thank you
Name: ………………………………………………………………….
1. Gender : Male Female
2. Age
a. <25 b. 26 – 30 c.31 – 35 d.36 – 40 e.41 and above
3. Occupation
a. Student b. Employee c. Business
d. Any other specify……………………………..
4. Educational qualification
a. SSLC b. PUC c. Degree d. Post-Graduation& Higher

5. Per month income

a. Less than 20,000
b. 20,001 to 40,000
c. 40,001 to 60,000
d. 60,001 to 80,000
e. 80,001 and above
6. Royal Enfield bikes are premium priced

a.Strongly disagree b. Disagree c. Neutral d. Agree e. Strongly
Agree
7. Royal Enfield bikes are symbol of status
a. Strongly disagree b.Disagree c. Neutral d. Agree e. Strongly Agree
8. Royal Enfield bikes are in unique in design
9. Royal Enfield has high durability
10. Royal Enfield provide enough options with regards to color

11. I have faced a problem of high maintenance cost after purchasing Royal Enfield bike
12. The company takes action towards the complaints placed by the customers
13. I am satisfied with the Royal Enfield bike safety
14. I am satisfied with respect to power & pickup of Royal Enfield bike
15. Spare parts of Royal Enfield bike are easily available
16. The service charge of Acclaim Motors Pvt Ltd are reasonable
17. I am satisfied with the services provided by Acclaim Motors

18. Employees in Acclaim Motors maintains healthy relationship with the customer.
19. Based on overall experience, I will visit this service Centre again

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A Study on Customer Expectation and Experience on Products and Service of

Royal Enfield Bikes

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1.2 Automobile Industry in India

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1.3 Consumer satisfaction

Consumer satisfaction in steps

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Dealing with dissatisfied customers

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1.4 Consumer Expectation

Strategies to meet customer expectation

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1.5 TWINS Test Ride SOP (Standard Operating procedure)

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Test Ride at Dealerships - SOP

Pre - Test Ride

a) A coordinator or Ride In charge for carrying out Test Rides

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STEP 1: RIDE INCHARGE FOR TEST RIDES

STEP 2: FREEZING THE ROUTES

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5. Avoid a route with too many speed breakers and potholes.

7. The route should ideally have a circuit without involving U-turns.

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1. The Test Ride should be conducted at the time of least traffic.

2. The Test Ride should be of 15 - 30 mins depending on the customer’s

STEP 4: NO. OF THE MOTORCYCLES

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STEP 1: READINESS OF THE MOTORCYCLE

STEP 3: GEAR SCRUTINY

STEP 4: ARRIVING AT TEST RIDE LOCATION

STEP 5: MOTORCYCLE AND ROUTE FAMILIARIZATION

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Post - Test Ride

STEP 2: MOTORCYCLE CHECK-UP

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Home Rides - SOP

Pre - Test Ride

a) A coordinator or Ride Incharge for carrying out Test Rides

STEP 1: RIDE INCHARGE FOR TEST RIDES

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STEP 2: FREEZING THE ROUTES

The Location of the customer’s house shouldn’t be a constraint while deciding

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5. Avoid a route with too many speed breakers and potholes.

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7. The route should ideally have a circuit without involving U-turns.

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ii. Twins Briefing

iii. Riding from Customer House to Test Ride Location

iv. Conducting a Test Ride

vi. Dropping the Customer Back

Once the above planning is done, the dealership to follow below-mentioned

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