A Study On Customer Perception of Himalayan Motorcycle of Royal Enfield After Relaunch

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A Study on Customer Perception of Himalayan Motorcycle of Royal Enﬁeld

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SSIJEM VOLUME 9, ISSUE 1[JAN 2019] ISSN 2231-4962
SS INTERNATIONAL RESEARCH NETWORK

Available online at www.ssirn.com
SS INTERNATIONAL JOURNAL OF ECONOMICS AND
MANAGEMENT
(Internationally Indexed, Listed & Referred E-Journal )
A Study on Customer Perception of Himalayan Motorcycle of Royal
Enfield After Relaunch
Pavan S* and Dr. Geevarathana**
*Post-graduate Student, Acharya Bangalore Business School, Bengaluru
**Associate Professor, Acharya Bangalore Business School, Bengaluru
___________________________________________________________________________
Abstract
Royal Enfield is an automobile company that deals in manufacturing of motorcycles. Royal
Enfield first sold its bike in 1949 in India, in 1955 India's own manufacturing unit started. In
1955, Redditch company and Madras Motors came together and formed Enfield India.
Presently Royal Enfield company is a subsidiary of Eicher. The main significance of the study
is to understand the consumer perception attributes towards Himalayan motorcycle. To
understand the area covered by Himalayan motorcycle and also to find out the new demand
for the motorcycle after the relaunch. This study looks at consists of consumer’s reaction and
recognition to Himalayan motorbike, of Royal Enfield. The effects are restrained by way of
the sample size 100 numbers and therefore the opinion of simplest selected customers is
considered. Especially, this take a look at has restricted scope simplest interior Bangalore.
This research paper tends to find out that most of the respondents are least interested in
buying Himalayan Bike. Reasons are high Maintenance Cost and High Price of Himalayan
Motorcycle. The royal Enfield advertisement has to be still stronger to promote the
Himalayan motorcycle to the people.
Keywords: Customer satisfaction, Customer perception, Royal Enfield advertisement,
Purchase decision.
_______________________________________________________________
Introduction Hannam, 1982). In India it is headquartered
Royal Enfield is a automobile company that in Chennai. Albert Eadie and Robert
deals in manufacturing of motorcycles. Walker Smith are the founders of Enfield
Apart from manufacturing motorcycles, it Manufacturing Company Limited. Royal
also produces lawnmowers, stationery Enfield first sold its bike in 1949 in India,
engines and rifles. With the company motto in 1955 India's own manufacturing unit
“Made like Gun”, it reflects its weapon started. In 1955, Redditch company and
making Legacy. Royal Enfield produced its Madras Motors came together and formed
first bike in 1890 in Redditich, Enfield India. Presently Royal Enfield
Worcestershire, England (Armstrong & company is a subsidiary of Eicher
SSIJEM All rights reserved. http://ssirn.com Page no 233

(Damodaran, 2018). The CEO of Royal wheelers in Rayalaseema region cities like
Enfield India is Siddhartha Lal. Royal Tirupati, Anantapur, Kadapa and Karnool.
Enfield is the most trusted bike for more Likewise, the study intends to look at the
than 6 decades. Government of India influence of regions on consumer's
ordered 800 350cc bullet models. perception on their preference, attitude,
Illustrious Enfield one of the predominant decision making and satisfaction. The
brand and most offering bike in India and finding uncovers that the perception of
outside India (USA, Europe, Australia et consumers towards the two wheeler
cetera). Regal Enfield cruisers had been purchase decision differ widely. The
sold in India from 1949. In 1955, the Indian researcher finds that "region" effect is an in
government hunt down a sensible bicycle substantial factor in two wheeler users'
for its police and outfitted compel, for use evaluation (Ferrando et al., 2000). Other
viewing the country's edge (Davis, 2017). factors such as promotional schemes,
To the degree the cruiser mark goes, be that Performance, utilitarian advantages,
as it may, without a doubt Royal Enfield is personal factors and value added benefits
the brand to cross three centuries, and up were perceived by consumers in four cities
'til now going, with unending era. Item as more essential than regions. The finding
extend has augmented and the client has that the impression of shoppers towards the
created. bike buy choice contrast broadly. The
Need for the Study analyst finds that "area" impact is an in
The main significance of the study is to generous figure bike clients' assessment.
understand the consumer perception Different variables, for example, special
attributes towards Himalayan motorcycle. plans, Performance, utilitarian advantages,
To understand the area covered by individual elements and esteem included
Himalayan motorcycle and also to find out were seen by purchasers in four urban areas
the new demand for the motorcycle after as more than locales. Harvinder Singh et al.
the relaunch. To know the customer (2016) analysed showcasing choices taken
satisfaction towards the motorcycle after by Royal Enfield Motors Ltd for its
the relaunch. mainstream cruiser mark Enfield.
Literature Review Beginning from the beginning of the brand
Koti, Delli Kumar.; Prasad, P. Balaji (2016) and the organization, this case thinks the
analysed consumers 'awareness, phase when it confronted the predicament
preferences and purchase decision of two of whether to shutdown, auction or restore

the business (Savitz, 2013). The 3. To know about the consumer awareness
circumstance was the result of negative about the promotional strategy adopted by
ecological strengths and improper systems Royal Enfield for Himalayan Motorcycle.
received by the organization. This venture 4. To find out the current and future
takes note of how the organization demand for the Himalayan motorcycle after
developed its showcasing blend to restore the relaunch.
the brand. Research Methodology
Royal Enfield Himalayan Motorcycle was Descriptive research design is used for the
given promotion and advertisement study. Using this research design researcher
importance than other bikes. When the bike can know more about the problem being
was launched, the customers had to go studied and new idea can be generated.
through problems and was recalled and Structured Questionnaire has been used and
relaunched again with the corrections discussed personally with the respondents
(Rosen, 2002). After relaunch, the sales are to get their response. The secondary data
not up to the expectations. So this study sources are referred from books, website
tries to aim the customer perception etc. A sample size of 100 has been chosen
towards the bike after relaunch. for the study. The sampling done from
Scope of the Research Potential customers, students and
This study looks at consists of consumer’s professionals using convenient sampling.
reaction and recognition to Himalayan The questionnaire was framed based on the
motorbike, of Royal Enfield. The effects objective of the project. This questionnaire
are restrained by way of the sample size was distributed to the owners of owners of
100 numbers and therefore the opinion of the Royal Enfield and Potential customer of
simplest selected customers is considered. Royal Enfield for the data collection. Data
especially this take a look at has restricted was collected from the students and
scope simplest interior Bangalore. professionals were analyzed using
Objectives Percentage Analysis and chi square.
1. To find out the brand awareness of Data Analysis and Interpretation
different models of Royal Enfield. Records inference can be described as “the
2. To know consumer perception attributes application of the statistical processes to
towards Himalayan Motorcycle. analyze specific discovered or assumed
facts from a specific study”. Inference is
the system with the aid of which that means

is connected to the information. Inference respondent annual income falls is between

is a creative corporation that depends at the 3 to 6 lakhs, 5 of respondents fall under
perception and creativeness of the 6lakhs to 9lakhs, and 3 of respondent fall
researcher, irrespective of whether or not under 9lakhs and above.It can be inferred
he/she is a qualitative analyst operating that majority of the respondents fall under
closely with wealthy extensive interview the category of less than 3 lakhs.
transcript or ‘thick description’ based upon Model of Royal Enfield Respondent:
excessive remark or at the alternative Awareness
extreme, a quantitative researcher wearing From the above data it is analyzed that out
out a complicated multivariate statistical of 100 respondent 13.42% of the
analysis of a big records set. Out of 100 respondent are aware of all the Royal
respondents 98 are male and 2 respondents Enfield bikes, 34.89% are aware of classic,
are female. It is clear that most of the 5.36% are aware of Electra, 14.43% of the
people interested in Royal Enfield are Men total respondent are aware of thunder bird,
because of the manly look which the bike 9.39% are will know with bullet, 9.39 %
gives. It can be inferred that majority of the know Himalayan, 2.01% are aware of
respondents are male. chrome, continental GT is known by 8.05
Profile of Respondents Based on % of the total, 2.01 % respondent are aware
Occupation of desert storm. In short majority of the
The above graph shows that student s are respondents are aware of Royal Enfield
the most respondent 42, government Classic.
official with 5,self employed 11, Model on Top of Mind of the
professional 31, and others 1. It can be Respondent
inferred that majority of the respondents are From the above data it can inferred that
students. classic is on top of the mind with 52 of
Out of 100 respondents 16 are married and respondents, Electra is on top of mind of 5
84 are unmarried. From the above analysis of respondent, thunderbird in on top of
it is inferred that most of the respondent are mind for 14 of respondent, bullet is on top
unmarried.It can be inferred that majority mind of 9, Himalayan is on top of mind of
of the respondents are unmarried. 11, continental GT is on top of mind of 4 of
From the above data it is analyzed that out respondents, and desert storm for 5.
of 100 respondents 71 of the respondent’s
annual income is less than 3lakhs, 21 of the

We can clearly know that majority of the majority of the respondent own Royal
respondents top of mind bike is Royal Enfield Classic 350.
Enfield Classic (52) Main Purpose of Using the Bike
Sources of Awareness of Royal Enfield Out of 100 respondents 66 use bike for long
Models drive, 33 respondents use it for city rides,
Out of 100 respondents we can get to know 29 respondent use bike for touring, 28
that product awareness for royal Enfield respondents for office rides and 33
bikes are by news paper is 6, 3 of the respondents use for college.It can be
respondent know Royal Enfield bikes inferred that majority of respondent use
through face book, magazine is 6 , friends bike for long drives.
and relatives is 70, and product knowledge Attributes of a Bike Which Respondents
from other sources is 18. are Looking For
It is inferred that majority of the From the above date it is analyzed that 48
respondents are of the products of Royal of respondents strongly agree, 38 agree, 10
Enfield through friends and relatives. neither agree nor disagree, 3 disagree and 1
Respondents Who Own a Royal Enfield strongly disagree that they look for in a
Bike bike while purchasing.51 of respondent
From the above data it can be analyzed that strongly agree, 32 agree, 12 neither agree
out of 100 respondents 41 of the respondent nor disagree, 3 disagree, and 2 strongly
own Royal Enfield bike and 59 don’t own disagree that they look out for mileage
bike. Majority of the respondent don’t own while purchasing a bike.
any of the Royal Enfield Bike. 69 of the respondent strongly agree, 26
Model of Bullet the Respondents Owning agree, 4 neither agree nor disagree and 1
From the above data it is understood that strongly disagree that comfort is what they
9.15 of respondent are owning bullet 350, look for while buying a bike. 59 of the
3.6 of the respondents are owning bullet respondents strongly agree, 28 agree, 11
500, 9.1 of the respondent are owning neither nor disagree, 1 disagree and 1
Electra, none are owning Electra x and strongly disagree that they look for pick up
classic 500, 12.7 are owning thunderbird while buying of bike. 48 of the respondents
350, 38.2 of the respondent are owning strongly agree, 36 agree, 15 neither nor
classic 350, 3.6 of the respondents classic disagree, 0 disagree and 1 strongly disagree
chrome, desert storm, continental GT, and that they look for appeal while buying of a
Himalayan respectively. It is inferred that bike. The respondents look out for comfort

in first place, second are pick up and third majority of respondents have mixed or
is mileage and fourth is price and appeal. neutral feeling towards Himalayan
Frequency of Respondents Going for a Motorcycle.
Long Trip Perception of Features With Respect to
From the above data it can be analyzed that Himalayan Motorcycle:
8 of the respondent go for long drive From the above data it can be analyzed that
weekly once, 22 of respondents go monthly 16 of the respondents say excellent, 41
once, 14 respondents go monthly twice on good, 37 say average, 5 say below average
long trips, 26 of respondents go on 2 and 1 are not satisfied with the ignition of
months once long trip, 17 of respondents go Himalayan Motorcycle.23 of the
on long trip 6 months once, 6 respondents respondents say excellent, 37 good, 35 say
go yearly once, and 7 respondents don’t go average, 4 say below average and 1 are not
on any long trip on bikes. It can be inferred satisfied with the pickup of Himalayan
that majority of the respondents go 2 Motorcycle. 21 of the respondents say
months once on long trips. excellent, 39 good, 31 say average, 8 say
Consumer Awareness on Himalayan below average and 1 are not satisfied with
Motor Cycle. the breaking of Himalayan Motorcycle.9 of
From the above data we can find out that the respondents say excellent, 36 good, 43
85% of the respondents are aware of say average, 9 say below average and 3 are
Himalayan motorcycle and 15% not satisfied with the fuel efficiency of
respondents are not aware of Himalayan Himalayan Motorcycle.27 of the
Motorcycle. respondents say excellent, 35 good, 29 say
Inferred that majority of the respondents average, 6 say below average and 6 are not
are aware of Himalayan Motorcycle. satisfied with the appeal of Himalayan
Satisfaction of Royal Enfield Himalayan Motorcycle.
Motorcycle and Expectations From the above data majority for the
From the data it can be analyzed that 7 of respondents have good perception towards
the respondents fully satisfied perception, Himalayan motorcycle.
18 have satisfied perception, 35 have Number of Respondents Who Have
neutral perception, 22 dissatisfied Taken a Test Ride of Royal Enfield of
perception and 18 have fully dissatisfied Himalayan Bike in Any Showroom.
perception towards Himalayan Motorcycle. From the above data we can see that only
From the above data it can be inferred that 43 of the respondents have taken a test ride

and 57 of the respondents have not taken Respondents Opinion /Perception

test ride of Royal Enfield.We can infer Towards Club Initiates
from the above data is that majority of the From the above data it is analyzed that 82
respondents have not taken test drive of of the respondents feel that club initiation
Himalayan Motorcycle. use for long drive and club initiation is no
Respondents Awareness of Royal Enfield use of long drives for 18 of the respondent.
Club From the above data it is analyzed that 49
Out of 100 respondents 67 of respondents of the respondents feel that club initiation
are aware of Royal Enfield club and 33 are use for promotional activities and club
not aware. It is inferred that majority of the initiation is no use for 51 of the respondent.
respondents are aware of Royal Enfield From the above data it is analyzed that 40
club. of the respondents feel that club initiation
From the above data it can be analyzed that use for advice on buying and club initiation
out of the aware respondents only 10.3 of is no use for 60 of the respondent.
the respondents are members. It can be It is analyzed that 46 of the respondents
inferred that majority of the respondents are feel that club initiation use for advice on
not the member of Royal Enfield Club. Out mechanic and service stations and club
of the 93 respondents for this question, 15.1 initiation is no use for 54 of the
of the respondents want to become a part of respondent.It can be inferred that majority
the Royal Enfield Club, 16.1 respondents agree club initiation helps in long ride,
do not want to be a member, and 68.8 of majority agree club initiation is for
respondents maybe like to become the a promotions, majority don’t feel that club
member of Royal Enfield club. It can be initiation helps in buying Himalayan
inferred that majority of the respondents motorcycle, and majority don’t feel that
may be want to be a part of the club. club initiation helps in finding a good
From the above data it can be analyzed that mechanic and service station.
40 of the respondents are aware and 60 of Response of Club Initiatives Help in
the respondents are not aware of club Deciding and Buying of Himalayan Bike
initiations for Himalayan Motorcycle. It is Out of 100 respondents 7 respondents feel
inferred that majority of the respondents are that club initiation helps in deciding and
not aware of the club Initiation for buying of Himalayan motorcycle, 39
Himalayan Motorcycle. respondents fell no, and 54 of the
respondents feel maybe.It is inferred that

majority of the respondents feel maybe the above data that majority feel that high
club initiation helps in buying of Royal maintenance is the barrier in purchasing
Enfield Himalayan. Himalayan bike
From above data it is clearly shown that 81 Most Required Feature/ Opinion While
of the respondents have visited Royal Purchase of a Bike
Enfield showroom where 19 respondents From the above data it can be analyzed that
have not visited From the above analysis it 52 respondents have ranked 1, 28 have
can be inferred that majority of the ranked 2, 10 have ranked 3 and 6 ranked 4
respondents have visited Royal Enfield for price as most required feature while
showroom .From the above data 17 purchasing a bike.
respondents were fully satisfied , 23 From the above data it can be analyzed that
satisfied, 36 neutral, 15 dissatisfied and 9 29respondents have ranked 1, 42 have
fully Dissatisfied towards sales executive ranked 2, 15 have ranked 3 and 9 ranked 4
regarding Himalayan Bike. It can be for style and power as most required
inferred that majority of the respondents feature while purchasing a
were neither satisfied nor dissatisfied or bike.32respondents have ranked 1, 17 have
neutral with the sales executive regarding ranked 2, 49 have ranked 3 and 9 ranked 4
Himalayan bike. for fuel efficiency as most required feature
From the above data it can be analyzed that while purchasing a bike. 20respondents
60of the respondents have watched have ranked 1, 20 have ranked 2, 8 have
Himalayan ad over internet and 40 of the ranked 3 and 45 ranked 4 for resale value
respondents have not seen. It can be as most required feature while purchasing a
inferred that majority respondents have bike. It can also be inferred that majority of
watched the Himalayan ads. the respondents have ranked price as 1st,
Major Barriers While Purchasing style and power as 2nd, fuel efficiency as
Himalayan Bike 3rd, and resale value as 4th.
From the above data it can be found that, Limitations of the Study
25 respondents feel low mileage, 36 This research is limited to only 2 wheeler
respondents feel poor promotions, 66 industry in India. This research is limited to
respondents feel high maintenance and 42 only Bangalore region, hence the result
respondents feel high price is the main cannot be adapted to other places. Sample
barrier in not buying Royal Enfield size is restricted to only100. Findings are
Himalayan Bike.It can be inferred from the based on sample survey. Finding is

completely based on convenience endorsing the bike and giving good offers.
sampling. The data executed by Television advertisement helps in creating
respondents could conceivably be genuine. brand awareness about the product better
However the sum total of what conceivable than any other source.
has been made to gather the data as Conclusion
legitimately as could reasonably be Royal Enfield is a automobile company that
expected. deals in manufacturing of motorcycles.
Suggestions and Recommendations Apart from manufacturing motorcycles
Majority of the respondents are below Royal Enfield is presently doing good in
average annual income, reducing of the Indian two wheeler sector. The users of
price of Royal Enfield bikes will help in royal Enfield is increasing day by day. , the
attract new customers, as majority of the Himalayan progress toward becoming
customers don’t own any Royal Enfield adulated for its compelling suspension and
bike. Marketing communication should rough terrain potential, even as some
focus on satisfying the need of comfort and protest wind up plainly coordinated to the
pick up in Himalayan Motorcycle. The outstandingly low power yield of the
company should work on creating a good motor.
awareness of the Himalayan Motorcycle, Most of the respondents are aware of Royal
like, increasing in sales promotion. As the Enfield Classic. Perception towards
respondent have neutral feeling of Himalayan Motorcycle of the respondents
Himalayan motorcycle, the company needs is good. Most of the respondents are least
to focus on what the customer needs or interesting in buying Himalayan Bike.
what the customer is looking for in a bike. Reasons are high Maintenance Cost and
Club initiation makes the respondent buy High Price of Himalayan Motorcycle. The
the bike, there should be frequent events royal enfield the advertisement has to be
happening so to increase the sales. The still more stronger to promote the
major barrier for buying Himalayan bike is Himalayan motorcycle to the people.
high maintenance cost, the company should Acknowledgement
look over to reduce maintenance cost. As The satiation and euphoria that accompany
majority of the respondent even after being the successful completion of this research
aware of Himalayan Motorcycle are least would be incomplete without the mention
interested in buying the bike, the company of the people who made it possible. We
has to work on good promotional ideas like thank the research team of Accendere

Knowledge Management Services, CL continuous encouragement and support to

Educate Ltd. for their unflinching guidance, successfully complete this research work.
References
1. Armstrong, J., & Hannam, J. (1982). List of Publications on the Economic and Social
History of Great Britain and Ireland Published in 1981. Economic History Review, 581-
619.
2. Damodaran, H. (2018). India's new capitalists: caste, business, and industry in a modern
nation. Hachette India.
3. Davis, M. (2017). Buda's Wagon: a brief history of the car bomb. Verso Books.
4. Ferrando, J., Plaséncia, A., Orós, M., Borrell, C., & Kraus, J. F. (2000). Impact of a helmet
law on two wheel motor vehicle crash mortality in a southern European urban area. Injury
prevention, 6(3), 184-188.
5. Koti, D. K., & Prasad, P. B. (2016). A study on consumer perception of the purchase
decision towards two wheelers-with special reference to Rayalaseema region in Andhra
Pradesh. Clear International Journal of Research in Commerce & Management, 7(9).
6. Prashar, Sanjeev & Singh, Harvinder & Kiran Gude, Kranthi & Uddin Shaik, Saif. (2013).
Royal Enfield motorcycles: reviving the brand. Emerald Emerging Markets Case Studies.
3. 1-12. 10.1108/EEMCS-06-2013-0103.
7. Rosen, P. (2002). Framing production: Technology, culture, and change in the British
bicycle industry. MIT Press.
8. Savitz, A. (2013). The triple bottom line: how today's best-run companies are achieving
economic, social and environmental success-and how you can too. John Wiley & Sons.
occupation
50
40
30 42
20 31
10 6 11 1
0
Respodents
Figure 1 Profile of respondents based on occupation

Figure 2 Profile respondent based on marital status
Married
16%
Unmarried
84%
Figure 3 Model on top of mind of the respondent
Figure 4 Sources of Royal Enfield models
Sources MagazineNews3%paper
Others 6%
18%
Facebook
3%
Friends and
relatives
70%

Figure 5 Respondents who own a Royal Enfield bike
Owning Royal Enfield Bike
Yes
41%
No
59%
Figure 6 Models of bikes Figure 7 Usage of bike
bikes respondents Usage of bike

owning.
College
25 Office Rides
20
21 Touring
15
10 City Rides
5 5 2 5 0 7 0 2 2 2 2 Long Drive
0 number of
respondents 0 20 40 60 80
Long City Touri Office Colleg

Drive Rides ng Rides e
No. Respondents 66 33 29 28 33
Figure 8 Attributes of a Bike Which Respondents are Looking in a Bike
Attributes of a bike respondents looking in bike.

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly disagree
69
59
51
48 48
38 36
32
26 28
15
10 12 11
3 3 2 4
1 0 1 1 1 0 1
price Mileage Comfort Pick up Appeal

Figure 9 Chart showing how often respondents go on a long trip
Long trips on bike

30
25
20
15
10
5
0
2 6
Weekly Monthl Monthl Yearly
months months None
once y once y twice once
once once
No. respondents 8 22 14 26 17 6 7
Figure 10 Respondents’ awareness on Himalayan motor cycle
Consumer Awareness of
Himalayan Motorcycle
No
15%
Yes
85%
Figure 11 Satisfaction of Royal Enfield Himalayan motorcycle and expectations
satisfaction towards Himalayan
Motorcycle
40
20
0
Fully Satisfie Neutral Dissatisf Fully
satisfied d ied dissatisf
ied
No. of Respondent 7 18 35 22 18

Figure 12 Chart showing perception of features with respect to Himalayan motorcycle
Figure 13 Pie Chart showing how many respondents have taken a test ride of Royal
Enfield of Himalayan bike in any showroom
respondents taken Test Ride of

Himalayan Motorcycle.
Yes
No
43%
57%
Figure 14 Respondents’ awareness of Royal Enfield Club
No
33%
Yes
67%

Figure 15 Respondents being members of club
Yes
Club Member 10%
No
90%
Figure 16 Willingness to be a member
Repondent willingness to be
member of Club
80
60
40
20
0
Yes No Maybe
No. respondents 14 15 64
Figure 17 Awareness of the Royal Enfield Club’s Initiative for Himalayan Motorcycle
club Initiation awareness to

Himalayan Motorcycle
Yes
40%
No
60%

Figure 18 Respondents opinion /perception towards club initiates
Perception towards club

initiation
Yes No
82
60 54
49 51 46
40
18
Long Drive Promotional Advice on buying Advice on

Activities mechanic and&
service Stations
Figure 19 Club initiatives help in deciding and buying of Himalayan bike
Deciding and buying of Himalayan

60
50
40
30
20
10
0
Yes No Maybe
No of Respondent 7 39 54

Figure 20 Visit to Nearest Royal Enfield showroom
Visited Royal Enfield

showroom
No
19%
Yes
81%
Figure 21 Satisfaction towards Sales executive
satisfaction towards sales

exicutive
40
20
0
Fully Satisfie Dissatisf
Neutral
satisfied d ied
No. Respondent 17 23 36 15 9
Figure 23 Most required feature /opinion while purchase of a bike
Features or options
Rank 1 Rank 2 Rank 3 Rank 4
52 49
42 45
28 29
23 2020
15 17
10 6 9 9 8
Price Style & Fuel Resale

Power Efficiency Value

Table 1 Annual Income
Income group No. of respondents Percentage
Less than 300,000 71 71
300,000 – 600,000 21 21
600,00 – 900,000 5 5
900,000 and above 3 3
Total 100 100
Table 2 Model of Royal Enfield Respondent and Percentage of Awareness
Models No. of respondents Percentage
All 20 13.42
Classic 52 34.89
Electra 8 5.36
Thunder bird 23 14.43
Bullet 14 9.39
Himalayan 14 9.39
Chrome 3 2.01
Continental GT 12 8.05
Desert storm 3 2.01
Total 149 100

Table 3 Main Purpose of Using the Bike
No. of Respondents
Use
Long Drive 66
City Rides 33
Touring 29
Office Rides 28
College 33
Table 4 Major Barriers While Purchasing Himalayan Bike
Barrier No. of Respondents
High Price 42
High maintenance 66
Poor Promotions 36
Low mileage 25
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A Study on Customer Perception of Himalayan Motorcycle of Royal Enﬁeld

Article · January 2019

TEDxABBS View project

Digital Tourissm View project

The user has requested enhancement of the downloaded file.

SS INTERNATIONAL RESEARCH NETWORK

SSIJEM All rights reserved. http://ssirn.com Page no 233

SSIJEM All rights reserved. http://ssirn.com Page no 234

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is connected to the information. Inference respondent annual income falls is between

SSIJEM All rights reserved. http://ssirn.com Page no 236

SSIJEM All rights reserved. http://ssirn.com Page no 237

SSIJEM All rights reserved. http://ssirn.com Page no 238

and 57 of the respondents have not taken Respondents Opinion /Perception

SSIJEM All rights reserved. http://ssirn.com Page no 239

SSIJEM All rights reserved. http://ssirn.com Page no 240

SSIJEM All rights reserved. http://ssirn.com Page no 241

Knowledge Management Services, CL continuous encouragement and support to

Figure 1 Profile of respondents based on occupation

SSIJEM All rights reserved. http://ssirn.com Page no 242

Figure 2 Profile respondent based on marital status

Figure 3 Model on top of mind of the respondent

Figure 4 Sources of Royal Enfield models

SSIJEM All rights reserved. http://ssirn.com Page no 243

Figure 5 Respondents who own a Royal Enfield bike

Owning Royal Enfield Bike

Figure 6 Models of bikes Figure 7 Usage of bike

bikes respondents Usage of bike

Long City Touri Office Colleg

Figure 8 Attributes of a Bike Which Respondents are Looking in a Bike

Attributes of a bike respondents looking in bike.

price Mileage Comfort Pick up Appeal

SSIJEM All rights reserved. http://ssirn.com Page no 244

Figure 9 Chart showing how often respondents go on a long trip

Long trips on bike

Figure 10 Respondents’ awareness on Himalayan motor cycle

Figure 11 Satisfaction of Royal Enfield Himalayan motorcycle and expectations

satisfaction towards Himalayan

SSIJEM All rights reserved. http://ssirn.com Page no 245

Figure 12 Chart showing perception of features with respect to Himalayan motorcycle

respondents taken Test Ride of

Figure 14 Respondents’ awareness of Royal Enfield Club

SSIJEM All rights reserved. http://ssirn.com Page no 246

Figure 15 Respondents being members of club

Figure 16 Willingness to be a member

club Initiation awareness to

SSIJEM All rights reserved. http://ssirn.com Page no 247

Figure 18 Respondents opinion /perception towards club initiates

Perception towards club

Long Drive Promotional Advice on buying Advice on

Figure 19 Club initiatives help in deciding and buying of Himalayan bike

Deciding and buying of Himalayan

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Figure 20 Visit to Nearest Royal Enfield showroom

Visited Royal Enfield

Figure 21 Satisfaction towards Sales executive

satisfaction towards sales

Figure 23 Most required feature /opinion while purchase of a bike