"A Study Consumer Satisfaction Towards Royal Enfield Bikes

“A Study Consumer Satisfaction towards Royal Enfield
Bikes
CONTENTS
Chapter Chapter name Page no
1 Introduction
01 - 08
2 Industry & Company Profile

09 – 25
3 Conceptual Frame Work –

26 – 39
Customer Satisfaction
4
Analysis of data and Interpretation 40 – 60
5 Findings, Suggestions And

61 – 65
Conclusions
6 Questionnaire
66 – 70
Bibliography
71
A Study Consumer Satisfaction towards Royal Enfield Bikes with Special
Reference to Apollo Enterprises, Shivamogga
Chapter – 1
Introduction
1.1 Introduction 1.2 Review of Literature 1.3
Statement of the problem 1.4 Objectives of the
study 1.5 Scope of the study 1.6 Need for the study
1.7 Research Methodology 1.8 Sampling Design 1.9
Limitations of the study
Introduction
1.1 Introduction
A motorcycle may be defined as a self-propelled, engine-powered, two-wheeled
vehicle. A steam velocipede built by inventor Sylvester H. Roper may be the earliest
known motorcycle
In the present era, customer is the centre point of all the marketing activities. The
objectives of the marketers have shifted from “maximization of profits” to
“maximization of customer satisfaction”. Business firms not only retain their current
customers, but also increased their market share by satisfying customers through high
quality after sales service. After –sales service availability is a critical deciding factor
while choosing an automobile.
PESIAMS, Shivamogga Page 1

The Two wheeler industry is facing new challenges. Globalization, individualizations,

digitalization and increasing competition are pressing the face of the industry. In
addition, increasing safety requirements and voluntary environmental commitments
by the Two wheeler industry have also contributed to the changes ahead. Size is no
longer a guarantee of success. Only those companies that find new ways to create
value will prosper in the future.
Driving the most luxurious Bike has been made possible by the stiff competition in
the Automobile industry in India, with overseas players gathering the same
momentum as the domestic participants.
Every other day, we have been hearing about some new launches, some low cost
Bikes - all customized in a manner such that the common man is not left behind. In
2015, the Automobile industry is expected to see a growth rate of around 9%, with the
disclaimer that the auto industry in India has been hit badly by the ongoing global
financial crisis.
The Automobile industry in India happens to be the ninth largest in the world.
Following Japan, South Korea and Thailand, in 2013, India emerged as the fourth
largest exporter of Automobiles. Several Indian Automobile manufacturers have
spread their operations globally MNC’s are making more investments in the Indian
Automobile sector.
1.2 Review of Literature

K. Reenareicha etc at all(2019), in their article about “A Study On Customer
Satisfaction Towards Royal Enfield Bike In Tiruppur City” stated that The purpose of
this study on customer satisfaction will help us to understand the needs & Wants of
the customers towards Royal Enfield. The study could provide appropriate and timely
information about the position of preference level of customer towards Royal Enfield.
As the objectives of this study is to analyze the customer satisfaction and to find out
the consumer preference towards the ironic brand Royal Enfield. This study also
investigate the services and factors which influence the customers to purchase the
Royal Enfield bikes and also identify what customers are expecting from the Royal

Enfield. To know about the customer satisfaction and factor which influence the
customer's preference in buying decision process. Customer satisfaction is influenced
strongly by culture, social, personal and psychological factors. For this purpose, 75
customers were selected and obtained the various responses based on the
questionnaire method. By and large it was found that most of the customers are
choosing Royal Enfield vehicles because of its Vehicle Appearance, pickup, good
models and engine appearance etc.
SR Sony Mariya & Dr. K Amutha (2018), in their study about “Customer
satisfaction level towards royal Enfield bikes (with special reference to Coimbatore
city)”, stated that This study is to analyze the customer satisfaction, towards Royal
Enfield bikes in Coimbatore city. The objective of the study helps to know
demographic factors, buying behavior, of the customers. This study is about the
preference for the Royal Enfield and it is done through questionnaires from the
customers. The tools and techniques used were simple percentage, chi-square. The
achieved result of the study reveals that ultimate users are the students who uses
Royal Enfield Bike and most of the respondents prefer Royal Enfield due to company
image and comfortable. The company must improve their mileage, model and colour
in their Royal Enfield Bike
Ms. Ameer Asra Ahmed etc at all (2014) in their article about “A Study On
Customer Satisfaction Level Of Royal Enfield Bullet” stated that This study on
customer satisfaction is being associated with one of the leading two wheeler
company the Royal Enfield in the following paragraph a brief note on the problem
that has been undertaken as the subject matter is explained. In this project report, we
will find out the satisfaction level of the Royal Enfield Bullet owner in Bangalore city.
The problem it is facing in the present market scenario. This project evaluates the
various factors that keep the customer satisfied. It also evaluates the various factors
that influence a customer to buy the bullet. While selecting a bullet various aspects
that have to be given a thought with respect to Brand image, Colour, Fuel-efficiency,
Technology used, etc. A questionnaire was designed to conduct a survey and the data

so collected from appropriate respondents was analysed using a statistical package

called SPSS and a One-way Anova test was done to test the hypothesis.
G. Gopalakrishnan & R. Rengarajan(2017), in their article about “A Study On
Service Quality In Royal Enfield Showroom, Chennai” stated that This research
examines service quality perceptions in the showroom. First, it analyses the theory
about service quality conceptualization. Then a modified SERVQUAL instrument is
developed, and applied to the showroom using as subject one of the companies. Five
service dimensions are identified: READINESS RELIABILITY, TRUST,
COMFORT, SECURITY, and ACCESS. They are examined in terms of their impact
of customers' overall quality perception and their willingness to recommend the firm
to a friend. These variables are found to be affected heavily by two dimensions: trust
and comfort. The present investigation's main conclusion is that SERVQUAL is a
good starting base to quantify service quality, but it is neither of general nor of direct
application. The SERVQUAL instrument would need some adjustments to fit each
particular situation. No marketing is needed if it simply means discounting. Sell
services through quality
Ashokkumar M & Dr. R. Venkatesh (2017), in their article about “A Study on
Customer Satisfaction towards Royal Enfield in Dharmapuri” stated that The world
was very different in those days and there must have been a feeling of great
excitement. Marketing research is the systematic collection of information from sours
outside the business (or) research organization. Royal Enfield was doing quite well in
south India, especially in the city of Bangalore:
1.3 Statement of the problem

Royal Enfield is called as king of two wheeler bikes. These are the bikes which are
well defined for off road rides. The royal Enfield craze is among almost all aged
group of customer. There are many bullet clubs present all over the world which goes
for off road ride and explore the new adventures places. In this study it throws a light
on the customer attitude and satisfaction level towards Royal Enfield bikes in
Shivamogga city.

1.4 Objectives of the study

 To gather information about Consumer satisfaction toward Royal Enfield
Bikes in the geographic region of Shivamogga (KAR).
 To know the customer satisfaction towards the after sales service offers by
Royal Enfield Company.
 To assess the needs, requirements and expectations of the customer in order to
assess their current satisfaction levels.
 To study perception and buying behavior of customers towards Royal Enfield
in India
 To provide suggestions, in improving the customer satisfaction and the
company sales and profitability
1.5 Scope of the study

The scope of the study is to find out the customer satisfaction with reference to Royal
Bikes. The study covers the different aspects of customer satisfaction. This has been
conducted in Shivamogga. The scope of study is to judge the level of satisfaction of
consumer with respect to awareness and perception of Royal Enfield Bikes. This
study is aiming for converting unsatisfied customers into satisfied customers into
delightful customers.
1.6 Need for the study

Increase market share requires an understanding of customer and their satisfaction
towards the product. Customer satisfaction survey of Royal Enfield leads to examine
the efficient factor to excel in the market.
The best way to establish revenue goals and sales quotas for products, territories or
stores/branches is to base them on the true customer satisfaction within the area With
a realistic picture of customer satisfaction you can focus resources intelligently,
maintaining a presence where you’re strong and investing heavily where opportunity
is greatest.

These days it is very clear that market is having drastic changes and all the companies
are acting according to it because to survive in the market and this should be achieved
by studying about the customer options and analyzing their future requirements.
This study is definitely going to help to analyze the customer and can take necessary
steps for the improvement of the services by the company.
Because customers are the real advertisement for any product so the company should
be in position to meet the customer requirements and also should maintain the
Customer Relationship.
1.7 Research Methodology

The research design is probability research design and is descriptive research. The
important point for the validation of any research study is based on what type of
methodology is adopted.
Project report is based on following data.
Sources Of Data
Data are facts, figures and other relevant materials, past and present, serving as basic
study and analysis.
The data serves as the bases for analysis. Without an analysis of actual data on
specific inferences can be drawn on the question under study. Inferences based on
imagination or guess work cannot provide correct answers to research questions. The
relevance, adequacy and reliability of data determine of quality of findings of a study.
For the purpose of present study data from two sources have been gathered namely
primary and secondary data.
Primary data
Primary data are original data collected for the purpose of a particular study. In the
present study primary data have been collected by personal interview method with the
help of questionnaire.
Secondary data
These are the sources containing data, which have already been collected and
compiled for other purpose by other researchers. The secondary sources consist of

readily available materials and already compiled statistical statements and reports
whose data may be used by researcher for his / her studies.
Secondary data for the present research collected the major sources of secondary data
are given below.
• Newspaper & Articles
• Business line
• Various websites
• Different marketing journals
1.8 Sampling Design

The research was designed to achieve the above mentioned objectives and the
following tools were used to collect the required data.
Sampling Method
A sample is considered during a research when the size of the population is very large
and a set is chosen to represent the whole population, this set is called a sample is a
representative of the population under study.
There are two methods of sampling i.e., probability and non probability sampling. To
carry out this project I have used non probability sampling method.
Sampling Frame
The sample frame represents the groups of respondents that were contacted during the
survey it also represents the profession of the respondents that were connected for
data.
Sampling Technique
To carry out this project Convenience technique has been used
Sample Size
The total sample size for the data collection for the research was 100 respondents.
Tools for data collection:
Structured Questionnaires were the tools for data collection. The Questionnaire was
neatly designed and constructed for the purpose in line with the objective of the study.

1.9 Limitations of the study

However we tried our best in collecting the relevant information for our research
report, yet there are always some problems faced by the researcher. The prime
difficulties which we faced in collection of information are discussed below:
1. The time period for carrying out the research was short as a result of which
many facts have been left unexplored.
2. Lack of time and other resources as it was not possible to conduct survey at
large level.
3. Only 100 respondents have been chosen which is a small number, to represent
whole of the population
4. The study was constrained only to Shivamogga city. A more intensive study
would be necessary to arrive at exact conclusion.
Chapter - 2
Industry & Company Profile
2.1 Introduction 2.2 Market Size 2.3 Investments 2.4
Government Initiatives 2.5 Achievements 2.6 Road
Ahead
2.7 About Royal Enfield:
2.8 Introduction (Global) 2.9 Introduction (India) 2.10
History (India)
2.11 Global history 2.12 Snap Shots
2.13 Marketing Mix Of Royal Enfield 2.14 Swot

Analysis


Industry Profile
2.1 Introduction
India became the fourth largest auto market in 2018 with sales increasing 8.3 per cent
year-on-year to 3.99 million units. It was the seventh largest manufacturer of
commercial vehicles in 2018.
The Two Wheelers segment dominates the market in terms of volume owing to a
growing middle class and a young population. Moreover, the growing interest of the
companies in exploring the rural markets further aided the growth of the sector. India
is also a prominent auto exporter and has strong export growth expectations for the
near future. Automobile exports grew 14.50 per cent during FY19. It is expected to
grow at a CAGR of 3.05 per cent during 2016-2026. In addition, several initiatives by
the Government of India and the major automobile players in the Indian market are
expected to make India a leader in the two-wheeler and four-wheeler market in the
world by 2020.
2.2 Market Size

Overall domestic automobiles sales increased at 6.71 per cent CAGR between
FY1319 with 26.27 million vehicles getting sold in FY19. Domestic automobile
production increased at 6.96 per cent CAGR between FY13-19 with 30.92 million
vehicles manufactured in the country in FY19.
In FY19, year-on-year growth in domestic sales among all the categories was recorded
in commercial vehicles at 17.55 per cent followed by 10.27 per cent year-onyear
growth in the sales of three-wheelers.
Premium motorbike sales in India crossed one million units in FY18. During
JanuarySeptember 2018, BMW registered a growth of 11 per cent year-on-year in its
sales in India at 7,915 units. Mercedes Benz ranked first in sales satisfaction in the
luxury vehicles segment according to J D Power 2018 India sales satisfaction index
(luxury). Sales of electric two-wheelers are estimated to have crossed 55,000 vehicles
in 2017-

18.
2.3 Investments
In order to keep up with the growing demand, several auto makers have started
investing heavily in various segments of the industry during the last few months. The
industry has attracted Foreign Direct Investment (FDI) worth US$ 22.35 billion
during the period April 2000 to June 2019, according to data released by Department
for Promotion of Industry and Internal Trade (DPIIT).
Some of the recent/planned investments and developments in the automobile sector in
India are as follows:
• Audi India plans to launch nine all-new models including Sedans and SUVs
along with futuristic e-tron electric vehicle (EV) by the end to 2019.
• MG Motor India to launch MG ZS EV electric SUV in early 2020 and plans to
launch affordable EV in next 3-4 years.
• BYD-Olectra, Tata Motors, Ashok Leyland to supply 5,500 electric buses for
different state departments.
• Premium motorbike sales in India recorded seven-fold jump in domestic sales
reaching 13,982 units during April-September 2019. The sale of luxury cars
stood between 15,000 to 17,000 in first six months of 2019.
• In H1 2019, automobile manufacturers invested US$ 501 million in India’s
auto-tech companies start-ups, according to Venture intelligence.
• For self-driving and robotic technology start-ups, Toyota plans to invest
US$100 million.
• In India, 7 Series face lift launched by BMW and the new X7 SUV has been
introduced at Rs 98.90 lakh (US$ 0.14 million).
• Ashok Leyland has planned a capital expenditure of Rs 1,000 crore (US$
155.20 million) to launch 20-25 new models across various commercial
vehicle categories in 2018-19.
• Hyundai is planning to invest US$ 1 billion in India by 2020. SAIC Motor has
also announced to invest US$ 310 million in India.

• Mercedes Benz has increased the manufacturing capacity of its Chakan Plant
to 20,000 units per year, highest for any luxury car manufacturing in India.
• As of October 2018, Honda Motors Company is planning to set up its third
factory in India for launching hybrid and electric vehicles with the cost of Rs
9,200 crore (US$ 1.31 billion), its largest investment in India so far.
• In November 2018, Mahindra Electric Mobility opened its electric technology
manufacturing hub in Bangalore with an investment of Rs 100 crore (US$
14.25 million) which will increase its annual manufacturing capacity to 25,000
units.
2.4 Government Initiatives

The Government of India encourages foreign investment in the automobile sector and
allows 100 per cent FDI under the automatic route.
Some of the recent initiatives taken by the Government of India are -
• Under Union Budget 2019-20, government announced to provide additional
income tax deduction of Rs 1.5 lakh (US$ 2,146) on the interest paid on the
loans taken to purchase EVs.
• The government aims to develop India as a global manufacturing centre and
an R&D hub.
• Under NATRiP, the Government of India is planning to set up R&D centres at
a total cost of US$ 388.5 million to enable the industry to be on par with
global standards.
• The Ministry of Heavy Industries, Government of India has shortlisted 11
cities in the country for introduction of electric vehicles (EVs) in their public
transport systems under the FAME (Faster Adoption and Manufacturing of
(Hybrid) and Electric Vehicles in India) scheme. The government will also set
up incubation centre for start-ups working in electric vehicles space.
• In February 2019, the Government of India approved the FAME-II scheme
with a fund requirement of Rs 10,000 crore (US$ 1.39 billion) for FY20-22.

2.5 Achievements
Following are the achievements of the government in the past four years:
• On 29th July 2019, Inter-ministerial has sanctioned 5,645 electric buses for 65
cities.
• NATRIP’s proposal for “Grant-In-Aid for test facility infrastructure for
Electric Vehicle (EV) performance Certification from NATRIP
Implementation Society” under FAME Scheme which had been approved by
Project Implementation and Sanctioning Committee (PISC) on 3rd January
2019.
• Number of vehicles supported under FAME scheme increased from 5,197 in
June 2015 to 192,451 in March 2018. During 2017-18, 47,912 two-wheelers,
2,202 three-wheelers, 185 four-wheelers and 10 light commercial vehicles
were supported under FAME scheme.
• Under National Automotive Testing And R&D Infrastructure Project
(NATRIP), following testing and research centres have been established in the
country since 2015 o International Centre for Automotive Technology (ICAT),
Manesar o National Institute for Automotive Inspection, Maintenance &
Training
(NIAIMT), Silchar o National Automotive Testing
Tracks (NATRAX), Indore o Automotive Research
Association of India (ARAI), Pune o Global Automotive
Research Centre (GARC), Chennai
• SAMARTH Udyog – Industry 4.0 centres: ‘Demo cum experience’ centres are
being set up in the country for promoting smart and advanced manufacturing
helping SMEs to implement Industry 4.0 (automation and data exchange in
manufacturing technology).

2.6 Road Ahead

The automobile industry is supported by various factors such as availability of skilled
labour at low cost, robust R&D centres and low cost steel production. The industry
also provides great opportunities for investment and direct and indirect employment to
skilled and unskilled labour.
Indian automotive industry (including component manufacturing) is expected to reach
Rs 16.16-18.18 trillion (US$ 251.4-282.8 billion) by 2026. Two-wheelers are
expected to grow 9 per cent in 2018.
References: Media Reports, Press Releases, Department of Industrial Policy and
Promotion (DIPP), Automotive Component Manufacturers Association of India
(ACMA), Society of Indian Automobile Manufacturers (SIAM), Union Budget 2015-
16, Union Budget 2017-18

Company profile
2.7 About Royal Enfield:
Royal Enfield is an Indian motorcycle company which has created a huge impact in
the automobile industry. Royal Enfield has been able to create an image in the market
such that by its name only every consumer creates an image of a luxurious, strong
motorcycle. Royal Enfield have been manufacturing the classic automobiles like
Bullet, Electra, and Thunderbird series from 1909. Royal Enfield is also distinctive in
its logo with a cannon and a tagline of “Made like a gun”. This logo shows the
heritage of the Enfield Company. Vehicles manufactured under Royal Enfield are
prevalent for tough looks, incomparable dependability and enormous power.
2.8 Introduction (Global)

Royal Enfield was the name under which the Enfield Cycle Company made
motorcycles, bicycles, lawnmowers and stationary engines. The legacy of weapons
manufacture is reflected in the logo, a cannon, and their motto "Made like a gun, goes
like a bullet". Use of the brand name Royal Enfield was licensed by The Crown in
1890. The original Redditch, Worcestershire based company was sold to
NortonVilliers-Triumph (NVT) in 1968.
Royal Enfield produced bicycles at its Redditch factory until it closed in early 1967.
The company's last new bicycle was the 'Revelation' small wheeler, which was
released in 1965. Production of motorcycles ceased in 1970 and the company was
dissolved in 1971.
In 1956 Enfield of India started assembling Bullet motorcycles under licence from UK
components, and by 1962 were manufacturing complete bikes. Enfield of India
bought the rights to use the Royal Enfield name in 1995. Royal Enfield production,
based in Tiruvottiyur, Chennai, continues and Royal Enfield is now the oldest
motorcycle brand in the world still in production with the Bullet model enjoying the
longest motorcycle production run of all time. In May 2013 a new assembly facility
was started at Oragadam, Chennai.

2.9 Introduction (India)

Royal Enfield is a motorcycle manufacturing company based in Chennai, India.
Originally, a confluence of the British Motorcycle company, Royal Enfield and
indigenous Madras Motors, it is now a subsidiary of Eicher Motors Limited, an Indian
automaker. Along with its flagship motorcycle Royal Enfield Bullet, the enterprise is
notable for its Mid-premium motorcycles with the characteristic thumping engine
sounds and high capacity engines.
2.10 History (India)

Royal Enfield motorcycles made in England were being sold in India from 1949. In
1955, the Indian government looked for a suitable motorcycle for its police and army,
for patrolling the country's border. The Bullet was chosen as the most suitable bike for
the job. The Indian government ordered 800 350 cc model Bullets. In 1955, the
Redditch company partnered with Madras Motors in India to form 'Enfield India' to
assemble, under licence, the 350 cc Royal Enfield Bullet motorcycle in Madras (now
called Chennai). The first machines were assembled entirely from components
shipped from England. In 1957, the tooling was sold to Enfield India so that they
could manufacture components. By 1962, all components were made in India. The
Indian Enfield uses the 1960 engine (with metric bearing sizes), in the pre-1956
design frame.
An independent manufacturer since the demise of Royal Enfield in England, Enfield
India still makes an essentially similar bike in 350 cc and 500 cc forms today, along
with several different models for different market segments.
In 1986, a British civil servant, Raja Narayan, returned to India and organised an
export arm for the company to market the Bullet in England. Starting with a Bullet
350 in 1986, he was soon giving feedback that led to improvements. By 1989, the
Enfield Bullet appeared in UK motorcycle shows.
In 1994, Eicher Group bought into Enfield India. In late 1995, the Enfield India firm
acquired the rights to the name Royal Enfield. Royal Enfield of India now sells
motorcycles in over twenty countries.

2.11 Global history

The Beginning
The Enfield Cycle Company made motorcycles, bicycles, lawnmowers and stationary
engines under the name Royal Enfield out of its works based at Redditch,
Worcestershire. The legacy of weapons manufacture is reflected in the logo
comprising the cannon, and the motto "Made like a gun". Use of the brand name
Royal Enfield was licensed by the Crown in 1890.
The Early Years
In 1909 Royal Enfield surprised the motorcycling world by introducing a small
Motorcycle with a 2 ¼ HP V twin Motosacoche engine of Swiss origin. In 1911 the
next model was powered by a 2 ¾ HP engine and boasted of the well known Enfield
2-speed gear. In 1912 came the JAP 6 HP 770 CC V twin with a sidecar combination.
It was this motorcycle which made Enfield a household name. 1914 saw the 3 HP
motorcycles this time with Enfield’s own engine which now had the standardised
Enfield paint scheme of black enamelled parts and green tank with gold trim.
Between the Wars

At the time of the outbreak of WW I Royal Enfield supplied consignments of their 6
HP sidecar Outfit motorcycles with Stretchers to the Crown. This same motorcycle
also came with a Vickers machine Gun sidecar attachment which could also be turned
skywards and used against low flying aircraft. Royal Enfield supplied large numbers
of motorcycles to the British War Department and also won a motorcycle contract for
the Imperial Russian Government.
As the factory developed in the 20’s the range of models also increased and in 1924
Royal Enfield was offering four versions of the 2 ¼ HP two-stroke motorcycle, two
new JAP engined 350 cc motorcycles and two versions of the 8 HP Vickers engine
sidecar combinations. During the great depression of the 30’s Royal Enfield was also
affected and the demand for motorcycles waxed and waned but the bicycle
manufacturing continued at the same pace and the company trudged on. The Cycar, a
fully enclosed motorcycle model appeared in the early 30’s.

During World War II, like other manufacturers of that time Royal Enfield was also
called upon by the British authorities to develop and manufacture military
motorcycles. The models produced for the military were the WD/C 350 cc SV,
WD/CO 350 cc OHV, WD/D 250 cc SV, WD/G 350 cc OHV and WD/L 570 cc SV.
One of the most well-known Enfields was the Royal Enfield WD/RE, known as the
Flying Flea, a lightweight 125 cc motorcycle designed to be dropped by parachute
with airborne troops.
After the war the factory continued manufacturing the models developed during the
war and the legendary J 2 model appeared which went on to be the ancestor of the
legendary Bullet. The same motorcycle which perhaps had the honour of the being the
one with the longest production run in the world.
The India Connection

Royal Enfield motorcycles were being sold in India ever since 1949. In 1955, the
Indian government started looking for a suitable motorcycle for its police forces and
the army for patrolling duties on the country's border. The Bullet 350 was chosen as
the most suitable bike for the job. The Indian government ordered 800 of these 350 cc
motorcycles, an enormous order for that time. Thus In 1955, the Redditch Company
partnered with Madras Motors in India to form what was called 'Enfield India' to
assemble these 350 cc Bullet motorcycle under licence in erstwhile madras (Now
called Chennai). As per their agreement Madras Motors owned the majority (over
50%) of shares in the company. In 1957 tooling equipment was also sold to Enfield
India so that they could manufacture components and start full-fledged production.
The Enfield Bullet dominated the Indian highways and with each passing year its
popularity kept rising.
Closeout in the UK
Royal Enfield UK continued manufacturing motorcycles and came out with some
more innovative and powerful machines notably the Royal Enfield Meteor,
Constellation and finally the Interceptor 700, before being sold to Norton-
TriumphVilliers (NVT) in 1968. Production ceased in 1970 and the company was

dissolved in 1971. Remaining tooling and equipment of the Redditch works were
auctioned off.
Meanwhile the Bullet 350 continued to be manufactured in India and by the 1980’s
the motorcycles were even exported to Europe out of India. Even after the motorcycle
manufacturing closed down the precision engineering division ran for some more time
and even bicycles were produced until quite late.
The Eicher Chapter
In 1990, Enfield India entered into a strategic alliance with the Eicher Group, and later
merged with it in 1994. It was during this merger that the name Enfield India changed
to Royal Enfield. The Eicher Group is one of India's leading automotive groups 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. In 1996, when the Government decided to
impose stringent norms for emission Royal Enfield was the first motorcycle
manufacturer to comply, a tradition which has stuck on thus making emission norms
being one of the most important factors the company focuses on
OUR MISSION
Our mission is to build and maintain a fleet of Royal Enfield's and its variants for our
clients who are looking for hassle-free rentals for their road trips.
OUR CORE VALUE
We are a bunch of adventure travelers ourselves and we understand the joys of bike
expeditions. We believe in providing the best-in-class services for our clients who are
looking to explore destinations in India via Royal Enfields.
OUR PRODUCTS AND SERVICES

We render services that help motorcycle enthusiasts, adventure holiday travelers and
destination explorers to travel and explore locations via the road medium. We offer
different variants of Royal Enfield for rent, to accompany you on your journey.
OUR SPECIALISATION
We provide showroom condition Royal Enfields which are available for customers to
rent for short trips, weekend getaways or longer road expeditions. We also plan
customized trips to meet your specific needs.
Our services are for those who want to discover and explore. Our customers are
people who look to challenge themselves- doing things they might have not done in
the past, who seek travel experiences that are out of the ordinary, who want to
experience and explore places and not just visit it. The sporty, adventurous explorer
who constantly seeks challenges is our kind of traveler- one who connects with us and
our brand.
2.12 Snap Shots

Royal Enfield
Parent Company Madras Motors & Royal Enfield
Category Motorcycles, Scooters
Sector Two-wheeler
Tagline/ Slogan Handcrafted in Chennai; Trip
Make bike like their motto “Made like a gun, goes like a
USP bullet”
STP

Middle-class people who want a bike that is stylish and

Segment powerful
Target Group Middle class youth from the age bracket of 25-35
Positioning A powerful motorcycle for bike adventurers
Product Portfolio
1. Royal Enfield Bullet

2.Royal Enfield Classic
Brands 3. Royal Enfield Thunderbird
The practice of Corporate Governance in Royal Enfield group takes place at

three interlinked levels:
1. Strategic supervision: By the board of Directors
2. Strategic Management: By the Corporate Management Committee
3. Executive Management: By the Divisional / Strategic Business Unit (SBU) Chief
Executives assisted by the respective Divisional / SBU management Committees.
The Corporate functions provide support and assistance to both the corporate and
divisional Management committees.
This three-tier governance structure ensures that:
1. Strategic supervision (on behalf of the shareholders), being free from
involvement in the task of strategic management of the Company, can be
conducted by the Board with objectively, thereby sharpening accountability of
management.
2. Strategic management of the company, uncluttered by the day to day tasks of
executive management, remains focused and energized;
3. Executive management of a Division or a Business free from collective
strategic responsibilities for Royal Enfield as a whole focuses on enhancing
the quality, efficiency and effectiveness of the business.

Sales service for the benefit of customers:

Royal Enfield country wide auto financial service Limited. It takes I order to
supplement its after sales network and after new value for added services for it. Royal
Enfield service master will provided world class quality service at its state of the art
work shops, Delighted and developed on per Royal Enfield Guidelines friend
professionals to take personalized care of all bikes maintenance need less than one
roof. The workshop will also have all the latest tools and equipment for diagnosing
and testing vehicle parameters. The company will also facilitate sales and purchase of
used bikes.
2.13 Marketing Mix Of Royal Enfield

Royal Enfield is an Indian company of British origins. It is a public company that
deals in two-wheelers and is associated with the automotive industry. Vehicles related
to this brand are popular for rugged looks, matchless stability and sheer power. The
brand has been a favourite amongst Police and Army personnel. Royal Enfield was
founded in the year 1909 and merged with Madras Motors in the year 1955.
Currently, it is a subsidiary of its Indian parent company Eicher Motors Limited.
Some of its competitors are as follows-
• Ducati Superbike
• Yamaha
• Harley Davidson
• Suzuki
• TVS
• Hero Motor Corp
• Bajaj Auto Limited
Product in the Marketing Mix Of Royal Enfield :

Royal Enfield is associated with manufacturing and marketing of motorcycles as it
deals in the automobile sector. It started its operations as a manufacturer of
motorcycles for Indian Army. It is also involved in producing lawnmowers, stationary

engines, bicycles and rifles. Some of its well-known models are as follows- Standard
Street
• Bullet Electra 5S
• Bullet 350
• Bullet Machismo 500 Retro Street
• Classic 500
• Classic Battle Green
• Classic Chrome
• Classic Squadron Blue
• Classic 350
• Classic Desert Storm
Cruiser
• Thunderbird 500
• Thunderbird 300
Café Racer
• Continental GT
Royal Enfield Himalayan
Place in the Marketing Mix Of Royal Enfield :

Royal Enfield is an Indian company with its headquarters base at Chennai in Tamil
Nadu. It has spread its product presence to India as well as several international
markets in more than fifty countries like Spain, Switzerland, Singapore, Netherlands,
Russia, Malaysia, Korea, Canada, Brazil, France, Germany, Italy, United Kingdom,
Japan, Argentina, Australia and the United States. At its onset company imported kits
for 350cc bikes from the United Kingdom and assembled them in its plant at Chennai.
A new manufacturing plant was opened at Oragadam in Chennai by the year 2013 and
its factory located at Tiruvottiyur became a secondary production plant that continued
with its manufacturing of several models and engines. In the year 2015 company
established a dealership and its headquarters for the North American division at
Milwaukee in Wisconsin. It started its retail operations in Indonesia in the year 2015,

August. Royal Enfield has a strong distribution network that includes services of
dealers and stockists so that it reaches consumer markets easily. Its channel in India
includes 394 dealership outlets spread over every Indian state and three Union
territories.
Price in the Marketing Mix Of Royal Enfield :
Royal Enfield has the distinction of being an iconic company as it is one of the oldest
in the field of two-wheelers. It belongs to the luxury segment and has become a status
symbol to motorcycle lovers. Royal Enfield has targeted bike adventurers and youth’s
belonging to a middle-aged group as its target customers that believe in quality over
pricing at any given time. It has adopted a premium pricing policy for its highquality
products. The company offers a powerful and stylish product with an established and
high-profile brand name and hence its target customers do not hesitate in making a
purchase irrespective of high prices.
Promotions in the Marketing Mix Of Royal Enfield :

Royal Enfield has the distinction of being the first two-wheeler manufacturing
company to obtain WVTA certificate for meeting norms and standards set up by
European Community. It has adopted several promotional policies to market its
products successfully in the consumer market. The company has launched innovative
ad campaigns with help of electronic and print media. Its ads are viewed via
television, magazines, newspapers and billboards. Royal Enfield has also launched
brand awareness campaigns at social media portals like Facebook, Twitter and
YouTube. It takes part in several shows to increase its brand visibility.
It revealed its custom bikes in Biarritz, France at Wheels and Waves custom bike
show. Royal Enfield has been a recipient of several accolades and awards in
recognition of its works. It won Business Standard Best Company of the Year 2015
and has even been hailed by previous President Barack Obama as one of the best
bikes he had come across. One of its popular taglines is Made like a gun, goes like a
bullet.

2.14 Swot Analysis

SWOT Analysis
1. Size and scale of parent company

2. Effective Advertising Capability
3. High emphasis on R and D
4. Established brand name in the cruiser market
5. Established market distribution channel
6. Exports motorcycles to 31 countries like the USA,
Japan, UAE, Korea, Bahrain, UK, France, Germany,
Argentina and many other countries
Strengths
1. Weight of the motor cycle can be an issue for few

customers.
Weaknesses 2. Mileage of high cc bikes is an issue
1.Two-wheeler segment is one of the most growing

industries
2.Export of bikes is limited i.e. untapped international
Opportunities markets
1. Strong competition from Indian as well as

international brands
2. Dependence on government policies and rising fuel
prices
Threats 3. Better public transport will affect two-wheeler sales
Chapter – 3
Conceptual Frame Work – Customer Satisfaction
3.1 Introduction 3.2 Purpose 3.3 Meaning of

Customer Satisfaction 3.4 Definition of customer
satisfaction 3.5 Importance of Customer
Satisfaction 3.6 Measuring customer satisfaction
Conceptual Frame Work – Customer Satisfaction

3.1 Introduction
Customer is the king; this is all the more apt for today's business environment where,
all other factors remaining more or less constant, it is the value addition to the
customer that is making all the difference.
Today’s companies are facing their toughest competition ever. These companies can
outdo their competition if they can move from product and sales philosophy to a
marketing philosophy. We spell out in detail how companies can go about winning
customers and outperforming competitors. The answer lies in doing a better job of
meeting and satisfying customers’ needs. Only customer-centered companies are

adept at building customers, not just building product. They are skilled in market
engineering, not just product engineering.
Too many companies think that it is the marketing/sales department’s job to procure
customers. If that department cannot, the company draws the conclusion that its
marketing people aren’t very good . but in fact, marketing is only one factor in
attracting and keeping customers. The best marketing department in the world cannot
spell products that are poorly made or fail to meet anyone’s need. The marketing
department can be effective only in companies whose various departments and
employees have designed and implemented a competitively superior customer
valuedelivery system.
Although the customer oriented firms seek to create high customer satisfaction, its
main goal is to maximize customer satisfaction ,first the company can increase
customer satisfaction by lowering its prices, but results may be lower profits second
the company might be able to increase prices. Third the company has many
stakeholders including employees, dealers, suppliers and stock holders spending more
to increase customer satisfaction might divert funds from increasing the satisfaction of
other partner. Estimate the company must operate on the philosophy that it is trying to
deliver a high level of satisfaction to the other stake-holder within the constrains of its
resources. From the past studies of last three decades we observed that the company’s
first task is to create and satisfy customers. But today’s customers face a vast array of
product and brand choice prices and suppliers.
It is generally believed that customers estimate which offer will deliver the most value
customers are like value maximizes, within the bounds of search costs and limited
knowledge, mobility income, they form an expectation of value and act on it, whether
or not the offer lives up to the value expectations affects customer’s satisfaction and
their repurchase probability.
Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyer expectation. In general satisfaction are a person’s feelings of
pleasure or disappointment resulting from comparing a products perceived
performance relation to his/her expectations. If the performance falls short of

expectation, the customer is dissatisfied. If the performance matches the expectation

customer is satisfied. If the performance exceeds the expectation the customer is
highly satisfied.
Customer satisfaction cannot be very difficult. After all you either satisfied with the
services you receive or you are not. If you don’t you are not. If it is that easy, then
obtaining people's opinion about how satisfied they are with relatively straightforward
matter- or is it? Customer satisfaction is a marketing tool and a definite value-added
benefit. It is often perceived by customers as important as the primary product or
service your organisation offers.
It looks at what is involved from 3 different angles, the first is from the view of an
organisation wishing to understand, and measures, how satisfied its customer are with
the products and services they receive from it. The second is from the perspective of a
research agency that has been asked to obtain feedback from customers and about
their experiences when dealing with companies. Finally it considers the issue from the
perspective of consumers who participate in surveys, including both business
customers and members of general public
Customer satisfaction, a term frequently used in marketing, is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."
It is seen as a key performance indicator within business and is often part of a
Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.
Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers’ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important dynamic. When a brand has loyal

customers, it gains positive word-of-mouth marketing, which is both free and highly
effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction.
To be able do this, firms need reliable and representive measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying. For
this reason, a luxury resort, for example, might receive a lower satisfaction rating than
a budget motel even though its facilities and service would be deemed superior in
“absolute” terms.
The importance of customer satisfaction diminishes when a firm has increased
bargaining power. For example, cell phone plan providers, such as AT&T and
Verizon, participate in an industry that is an oligopoly, where only a few suppliers of
a certain product or service exist. As such, many cell phone plan contracts have a lot
of fine print with provisions that they would never get away if there were, say, a
hundred cell phone plan providers, because customer satisfaction would be way too
low, and customers would easily have the option of leaving for a better contract offer.
There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.
3.2 Purpose

A business ideally is continually seeking feedback to improve customer satisfaction.

Customer satisfaction provides a leading indicator of consumer purchase intentions
and loyalty. Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:
1. Within organizations, the collection, analysis and dissemination of these data
send a message about the importance of tending to customers and ensuring
that they have a positive experience with the company’s goods and services
2. Although sales or market share can indicate how well a firm is performing
currently, satisfaction is an indicator of how likely it is that the firm’s
customers will make further purchases in the future. Much research has
focused on the relationship between customer satisfaction and retention.
Studies indicate that the ramifications of satisfaction are most strongly realized
at the extremes. On a five-point scale, individuals who rate their satisfaction
level as “5” are likely to become return customers and might even evangelize
for the firm. (A second important metric related to satisfaction is willingness
to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When
a customer is satisfied with a product, he or she might recommend it to
friends, relatives and colleagues. This can be a powerful marketing
advantage.) Individuals who rate their satisfaction level as “1,” by contrast, are
unlikely to return. Further, they can hurt the firm by making negative
comments about it to prospective customers. Willingness to recommend is a
key metric relating to customer satisfaction.
3.3 Meaning of Customer Satisfaction

Customer satisfaction is a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and part of the four prospective of balanced
score card.

IN a competitive market place were businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy customer satisfaction drives successful private sector business.
High performing businesses have developed principles and strategies for achieving
customer satisfaction. This paper presents a framework or set of ideas for using
customer satisfaction principles and strategies to improve the quality responsiveness,
and possibility of public sector privately provided services in vulnerable communities.
The framework suggested that resident who live in tough neighborhoods can be
supported through customer satisfaction strategies to become empowered individuals
who informed perspectives influence decisions about what, how, when, and where
services are available to them. Customer satisfaction is the customers’ response to the
evaluation of the perceived discrepancy between prior expectation and the actual
performance of the product as perceived after its consumption
The concept of customer satisfaction has attracted much attention in recent years.
Organizations that try to analyze this concept should begin with an understanding of
various customer satisfaction models. Such models clarify various theories about
customer satisfaction, making research and analysis in this topic more focused and
less wasteful of research resources.
According to the Department of Marketing at Washington University, there is no
single definition of consumer satisfaction. However, all the definitions in the literature
and from consumers describe consumer satisfaction as a reasoned or emotional
response to a product, service or consumer experience at a particular time.
According to BNET, customer satisfaction is "the degree to which customer
expectations of a product or service are met or exceeded." Each person has their own
set of expectations, so customer satisfaction is unique to the individual.
Features
Businesspeople who work with customers or clients should exhibit professionalism,
patience, respect and good communication. Also, going the extra mile for your
customers is a good way to enhance customer satisfaction, because it increases your
chances of exceeding their expectations.

Function
Companies want their customers to be happy because happy customers bring in more
business and add to a company's viability. When customers are dissatisfied they are
likely to stop returning as a client, and may tell friends and family about the poor
experiences they had with your company.
Satisfaction Surveys
You can provide satisfaction surveys to your customers to continuously measure their
level of satisfaction. Satisfaction surveys will give customers a chance to let you
know how things can be done better to enhance customer service.
3.4 Definition of customer satisfaction
According to Philip Kotler. “Satisfaction is a person’s feelings of pressure or

disappointment resulting from product’s perceived performance (outcome) in relation
to his or her expectations. Customer satisfaction is the level of a person’s felt state
resulting from comparing a product’s perceived performance (outcome) in relation to
the person’s expectations”.
This satisfaction level is a function of difference between perceived performance and
expectations. If the product’s performance, exceed expectation the customer highly
satisfied or delighted. If the performance matches the expectations the customer is
satisfied. If the products performance fall shorts of expectations the customer is
dissatisfied.
1 Many companies are aiming for high satisfaction because customers who are
just satisfied still find it easy to switch when a better offer comes along. High
satisfaction or delight creates an emotional affinity with brand.
2 Variety of factors that affect customer satisfaction includes product quality,
product availability and after sales support such as warranties and services. Customer
satisfaction is seen as a proof of delivering a quality product or service. It is believed
that customer satisfaction brings sales growth, and market share. A company can
always increase customer satisfaction by lowering its price or increasing its services

but this may result in lower profits. Thus the purpose of marketing is to generate
customer value profitability.
3 India is on the threshold of a new millennium. India chose for global
economy, exposing her to winds of change in the market place, which has expanded
vastly and become fiercely competitive. In the changed environment, decision makers
view the marketing concept as the key to success. Marketing in practice has to
manage products, pricing, promotion and distribution.
4 A successful product can be developed by exploding these opportunities.
While delivering the value of the consumer we make use of marketing support. This
support is based on the knowledge of consumers and distribution. Marketing support
both at the introduction of products and maturing is considered.
5 Marketing, as suggested by the American Marketing Association is "an
organizational function and a set of processes for creating, communicating and
delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders".
6 The two major factors of marketing are the recruitment of new customers
(acquisition) and the retention and expansion of relationships with existing customers
(base management). Marketing methods are informed by many of the social,
particularly psychology, sociology, and economics. Anthropology is also a small, but
growing, influence. Market research underpins these activities. Through advertising, it
is also related to many of the creative arts.
7 For a marketing plan to be successful, the mix of the four "Ps"1 i.e. product,
price, place, promotion must reflect the wants and desires of the consumers in the
target market. Trying to convince a market segment to buy something they don't want
is extremely expensive and seldom successful. Marketers depend on marketing
research, both formal and informal, to determine what consumers want and what they
are willing to pay for. Marketers hope that this process will give them a sustainable
competitive advantage. Marketing management is the practical application of this
process. The offer is also an important addition to the 4P's theory.

3.5 Importance of Customer Satisfaction

Companies regularly advertise in magazines, newspapers, television and on the radio
to connect with the public. While advertisements certainly help, word-of-mouth is
also a valuable tool. If a customer is satisfied with the company, she is more likely to
recommend the company to a friend. But if she is not, she will speak negatively and
could potentially hurt your business. The customer may not always be right, but the
customer does need to be content.
Surveys
Distribute surveys either online or in print to customers after the company has
finished the task that it was hired for so you can find out what worked and what didn't.
Customer feedback can be discussed the next time your company does an evaluation.
Contact Features
Provide a "Contact Us" link or phone number so customers can talk to customer
service representatives to get their questions easily answered. Be careful with
automated systems. While some people don't mind touch-tone responses, others just
want to speak to a real person, so if your company uses automated system, record a
spot in the system so customers can speak freely and press pound after the tone.
Effects
Monitor how your company is doing with complaints on the Better Business Bureau
site. Other customers may check this out to see if there are outstanding complaints and
how your company handled them. If there are too many complaints, the customer
could be hesitant to work with your company.
Repeat Business
Return customers often come back because they enjoyed doing business with you or
were satisfied with the service they received the first time. It is rare for a customer to
pay for a service when the customer was dissatisfied the first time, unless the location
is so small that this company is the only one they can work with. Even then, you want
your customers to be satisfied so they won't spread the word to outside locations in
case your company adds new branch locations.

Return Calls
Respond to customer complaints and evaluate issues in a timely manner. If the
customer feels ignored, this gives him too much time to let his imagination run and
assume your company does not care. The company loses business if the customer
cancels the service because he doesn't want to wait on the company to respond if the
time frame is too long.
Word of Mouth
Encourage customers to tell a friend about the company. Providing take-home
paraphernalia like magnets, brochures, e-blasts and pens are ways for the company to
remember you. Even if you don't get the business at that moment, the customer using
a common product with your company name will keep it on her mind.
Sponsors
Sponsors pay attention to how satisfied your customers are because if they distribute
money to a company with a bad reputation, it makes them look bad as well. If the
customer is satisfied and the company can provide quotes and other proof from those
customers, sponsors may find the company more attractive.
Costs
Customers that are not happy with a product or a service can increase business costs in
many areas. For example, if a customer is not happy with a product, technical support
may be required, which increases business operation costs. The customer may choose
to return the product, which impacts warranty costs. The company may also incur
additional costs in shipping out a new product. This situation creates a negative profit.
Free Marketing
When a customer is happy with a product or service, she will likely buy from the
business again. An added benefit is that the customer likes to share her good
experience with friends. Abildtrup states that the customer will tell an average of eight
people about her positive experience. This is word-of-mouth marketing and is vital to
a business, because it doesn't cost any advertising dollars but increases business. On
the flip side, a negative customer experience is shared by the customer with
approximately 22 other people.

Up Sales
When a customer is pleased with a transaction, he is open to other suggestions for a
product or service. Many times, a business can sell more to the same customer due to
loyalty and customer confidence in the business. This is called a cross-sell or an
upsell. However, a poor customer experience eliminates the opportunity to make this
type of offer.
3.6 Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is measured at the individual level, but it is almost always
reported at an aggregate level. It can be, and often is, measured along various
dimensions. A hotel, for example, might ask customers to rate their experience with
its front desk and check-in service, with the room, with the amenities in the room,
with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask
about overall satisfaction “with your stay.”
As research on consumption experiences grows, evidence suggests that consumers
purchase goods and services for a combination of two types of benefits: hedonic and
utilitarian. Hedonic benefits are associated with the sensory and experiential attributes
of the product. Utilitarian benefits of a product are associated with the more
instrumental and functional attributes of the product (Batra and Athola 1990).
Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of
both psychological and physical variables which correlate with satisfaction behaviors
such as return and recommend rate. The level of satisfaction can also vary depending
on other options the customer may have and other products against which the
customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
provides the basis for the measurement of customer satisfaction with a service by
using the gap between the customer's expectation of performance and their perceived
experience of performance. This provides the measurer with a satisfaction "gap"
which is objective and quantitative in nature. Work done by Cronin and Taylor
propose the "confirmation/disconfirmation" theory of combining the "gap" described
by Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation of performance) into a single measurement of performance according to
expectation.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement
and in term of their perception and expectation of performance of the organization
being measured. Their satisfaction is generally measured on a five-point scale.
Customer satisfaction data can also be collected on a 10-point scale

Regardless of the scale used, the objective is to measure customers’ perceived
satisfaction with their experience of a firm’s offerings. It is essential for firms to
effectively manage customer satisfaction. To be able do this, we need accurate
measurement of satisfaction.
Good quality measures need to have high satisfaction loadings, good reliability, and
low error variances. In an empirical study comparing commonly used satisfaction
measures it was found that two multi-item semantic differential scales performed best
across both hedonic and utilitarian service consumption contexts. According to studies
by Wirtz & Lee (2003), they identified a six-item 7-point semantic differential scale
(e.g., Oliver and Swan 1983), which is a six-item 7-point bipolar scale, that
consistently performed best across both hedonic and utilitarian services. It loaded
most highly on satisfaction, had the highest item reliability, and had by far the lowest
error variance across both studies. In the study, the six items asked respondents’

evaluation of their most recent experience with ATM services and ice cream
restaurant, along seven points within these six items: “please me to displeased me”,
“contented with to disgusted with”, “very satisfied with to very dissatisfied with”,
“did a good job for me to did a poor job for me”, “wise choice to poor choice” and
“happy with to unhappy with”.
A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990) , which is a
four-item 7-point bipolar scale, was the second best performing measure, which was
again consistent across both contexts. In the study, respondents were asked to evaluate
their experience with both products, along seven points within these four items:
“satisfied to dissatisfied”, “favorable to unfavorable”, “pleasant to unpleasant”
and “I like it very much to I didn’t like it at all”.
The third best scale was single-item percentage measure, a one-item 7-point bipolar
scale (e.g., Westbrook 1980). Again, the respondents were asked to evaluate their
experience on both ATM services and ice cream restaurants, along seven points
within “delighted to terrible”.
It seems that dependent on a trade-off between length of the questionnaire and quality
of satisfaction measure, these scales seem to be good options for measuring customer
satisfaction in academic and applied studies research alike. All other measures tested
consistently performed worse than the top three measures, and/or their performance
varied significantly across the two service contexts in their study. These results
suggest that more careful pretesting would be prudent should these measures be used.
Finally, all measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors. Affective measures capture a consumer’s attitude
(liking/disliking) towards a product, which can result from any product information or
experience. On the other hand, cognitive element is defined as an appraisal or
conclusion on how the product’s performance compared against expectations (or
exceeded or fell short of expectations), was useful (or not useful), fit the situation (or
did not fit), exceeded the requirements of the situation (or did not exceed).

Chapter - 4
Analysis of data and Interpretation
• Tables  Graphs
• Interpretations

Analysis of data and interpretation

Table No:4. 1 Table showing on the basis of
Gender factor
Gender No of Respondents Percentage
Male 30 60
Female 20 40
Total 50 100%
Source: Field Survey
Chart No: 4.1
35
30
30
25
20
20
15
10
0
Male Female
Interpretation
The above Table and chart shows that, 60% of respondents are Male and remaining
40% of respondents are Female.
Table No: 4.2

Table shows on the basis of Respondent’s Marital Status
Marital Status No of Respondents Percentage
Married 10 20
Un married 40 80

Total 50 100%
Chart No: 4.2
80
80
70
60
50
40
30 20
20
10
0
Married Un married
Interpretation
The above Table and chart shows that, 20% of respondents are married and 80% of
respondents are married
Table No: 4.3

Table shows on the basis of Respondent’s Age Group
Age group No of Respondents Percentage
Below 20 years 31 63
Between 20 to 30 years 12 24
Above 30 years 7 13
Total 50 100%
Chart No: 4.3

70 63
60
50
40
24
30
20 13
10
0
Below 20 years Between 20 to 30 Above 30 years
years
Interpretation
The above Table and chart shows that, 63% of the Respondents are in the age group of
Below 20, 24% Respondents are in the age group of 20 to 30, 13% of the respondent
is in the age group of above 30.
Table No: 4.4

Table shows on the basis of Respondent’s Educational Qualification
Educational Qualifications No of Respondents Percentage
S.S.L.C 3 6
PUC 7 15
Graduate 35 69
Post Graduate 5 10
Other specify 0 0
Total 50 100
Sources: Field Survey
Chart No: 4.4

69
70
60
50
40
30
20 15
9
6
10 1
0
S.S.L.C PUC Graduate Post Other
Graduate specify
Interpretation
The above Table and chart shows that, 6% respondents belongs to SSLC, 15%
respondents belongs PUC, 69% respondents Educational qualification Belongs to
Graduate, 9% respondents Belongs to Post graduate.
Table no. 4.5

Occupation of respondents is presented
Occupation No of Respondents Percentage
Professional 3 6
Business 5 10
Government Employee 6 12
Student 35 70
Others specify 2 4
Total 50 100%
Chart No: 4.5

69
70
60
50
40
30
20 12
9
6 4
10
0
Professional Business Government Student Others
Employee specify
Interpretation
The above Table and chart shows that, 6% respondents have the occupation like
professional, 10% respondent having the occupation like business, 12% respondent
having the occupation likes Government Employee, 70% respondents having
occupation like students and 4% respondent having occupation like Others.

Table No:
4.6
Table shows on the basis of Respondent’s Monthly Income
Monthly Income in(INR) No of Respondents Percentage
Less than 10000 30 60
Rs.10000- Rs 15000 4 8
Rs 15000- Rs 20000 6 12
Above Rs. 20000 10 20
Total 50 100%
Chart No: 4.6
20%
Less than 10000
12%
Rs.10000- Rs 15000
60%
8% Rs 15000- Rs 20000
Above Rs. 20000
Interpretation
The above Table and chart shows that, 60% of the respondents belongs to income
group less Rs. 10,000 per month, 8% of the respondents Belongs to Rs 10,000 –
15,000 per month, 12% of the respondents belongs to Rs. 15,000 20,000 per month. &
20% of the respondents Belongs to 20,000 & above.
4.7

Table No:
The table shows on the basis of respondents have own two wheeler bike
Particular No of Respondents Percentage
Yes 35 75
No 15 25
Total 50 100%
Chart No: 4.7
75
80
70
60
50
40
25
30
20
10
0
Yes No
Interpretation
The above Table and chart shows that, 75% respondents are own two wheeler bike
and 25% respondents not own two wheeler bike.
4.8
The table shows on the basis of respondents which company two wheeler have
Royal Enfield 13 26
Hero 6 12
Honda 5 10

Table No:
Bajaj 6 12
Yamaha 8 16
Others 12 24
Total 50 100%
Chart No: 4.8
30 26
24
25
20 16
15 12 12
10
10
0
Royal Enfield Hero Honda Bajaj Yamaha Others
Interpretation
The above Table and chart shows that, 26% respondents have Royal Enfield, 12%
respondents have Hero, 10% respondent have Honda, 12% respondents have Bajaj,
16% respondents have Yamaha and 24 respondents have others.
4.9
Table shows on the basis of Respondent’s aware of Royal Enfield bike
Yes 39 78
No 11 22
Total 50 100%

Table No:
Chart No: 4.9
78
80
70
60
50
40
22
30
20
10
0
Yes No
Interpretation
The above Table and chart shows that, 78% respondents aware of Royal Enfield Bike
and 22% respondents are not aware of Royal Enfield Bikes.

Table No.: 4.10

Respondents having Royal Enfield Bike Model
Thunderbird 12 24
Classic 9 18
Bullet 18 36
Other model 6 12
Continental G T 5 10
Total 50 100%
Chart No: 4.10
Continental G T 10
Other model 12
Bullet 36
Classic 18
Thunderbird 24
0 5 10 15 20 25 30 35 40
Interpretation
Out of 100 respondents, 24% of respondents have thunderbird model, 18% of
respondents have Classic, 36% of respondents belongs to Bullet, 12% of respondents
belongs to other model and 10 % of respondents belongs to Continental GT.

Table No:
Table No: 4.11
Table shows How did respondents come to know about Royal Enfield
Advertisement 9 18
Friends & relatives 24 48
Observation 3 6
Brand image 8 15
Publicity 7 13
Total 50 100%
Chart No: 4.11
13% 18%
Advertisement
15%
Friends & relatives
6% Observation
48% Brand image
Publicity
Interpretation
The above table and chart states that, 18% of the respondents come to know Royal
Enfield through Advertisement, 48% of the respondents belongs to Friends &
Relatives, 6% of the respondents belongs to Observation, 15% of the respondents
belongs to Brand image and 13% respondents belongs to Publicity.

4.12
Table shows media of advertisement that have you been introduced Respondents
to Royal Enfield
Television 28 57
Magazines 7 15
News paper 4 9
Posters / Stickers 4 5
Others 7 14
Total 50 100%
Chart No: 4.12
14%
Television
5%
Magazines
9% News paper
57%
Posters / Stickers
15% Others
Interpretation
The above table and chart states that, 57% of the respondents come to know about
Royal Enfield through Television Media, 15% of the respondents belongs to
Magazine, 9% of the respondents belongs to Newspaper, 5% of the respondents
belongs to Posters / Stickers and 14% of the respondents belongs to Others.

Table No:
4.13
Table shows from past how many years did respondents know about Royal
Enfield Company
One year 7 15
Two year 14 27
Three year 17 33
Don’t know Exactly 12 25
Total 50 100%
Chart No: 4.13
35 33
30
27
25
25
20
15
15
10
0
One year Two year Three year Don’t know Exactly
Interpretation
The above table and chart states that, 15% of respondents know about Royal Enfield
Company from One year, 27% of respondents belongs to Two years 33% of
respondents belongs to Three years and 25% of respondents belongs to Don’t know
exactly.

Table No:
4.14
Table shows plan to buy Royal Enfield Bike in future
Yes 33 66
No 17 34
Total 50 100%
Chart No: 4.14
66
70
60
50
34
40
30
20
10
0
Yes No
Interpretation
The above table and chart states that, 66% of respondents are having planned to buy
the Royal Enfield bike in future and 34% of respondents are not having planned to
buy the Royal Enfield bike in future.

Table No:
4.15
Table shows Respondent’s preferred Model
Thunderbird 12 24
Classic 9 18
Other model 18 36
Continental GT 11 22
Total 50 100%
Chart No: 4.15
40 36
35
30
24
25 22
20 18
15
10
0
Thunderbird Classic Other model Continental GT
Interpretation
The above table and chart states that 24% of respondents are prefer Thunderbird, 18%
of respondents are prefers classic bike, 36% of respondents are prefers other model
and 22% of respondent are prefer Continental GT Bike.

Table No:
4.16
Respondent’ think about Royal Enfield bike Technology
Magnificent 10 20
Superb 22 44
Delighting 13 25
Ordinary 5 11
Total 50 100%
Chart No: 4.16
11%
20%
Magnificent
25% Superb
Delighting
Ordinary
44%
Interpretation
The above table and chart states that, 20% of the respondents belongs to Magnificent,
44% of the respondents think that Royal Enfield bike technology is Superb, 25% of
the respondents belongs to Delighting and 11% of the respondents belongs to
Ordinary.

Table No:
4.17
Respondent’s opinions about the price of Royal Enfield
Bike
Worth 14 28
Reasonable 18 36
Low 0 0
High 18 36
Total 50 100%
Chart No: 4.17
40
36 36
35
30 28
25
20
15
10
5
0
0
Worth Reasonable Low High
Interpretation
The above table and chart states that 28% of respondents belongs to Worth, 36% of
respondents opinions that the Price of Royal Enfield bike is reasonable and 36% of
respondents belongs to High.

Table No:
4.18
Respondent’s think about Royal Enfield pickup
Excellent 6 12
Good 23 46
Satisfactory 11 22
Worst 10 20
Total 50 100%
Chart No: 4.18
50 46
45
40
35
30
22
25 20
20
12
15
10
5
0
Excellent Good Satisfactory Worst
Interpretation
The above table and chart states that, 12% of respondents opinion that the Royal
Enfield Bike pickup is Excellent, 46% of respondents’ opinions that the Royal
Enfield bike pickup is Good, 22 % of respondents belongs to satisfactory and 20% of
respondents belongs to Worst.

Table No:
4.19
Respondent’s think about Royal Enfield Bikes Road grip
Excellent 10 20
Good 19 39
Adequate 11 21
Insolvent 10 20
Total 50 100%
Chart No: 4.19
45
39
40
35
30
25 20 21 20
20
15
10
5
0
Excellent Good Adequate Insolvent
Interpretation
The above table and chart states that, 20% of respondents belongs to Excellent, 39%
of respondents opinions that the Royal Enfield Bike road grip is Good, 21% of
respondents belongs to adequate and 20% of respondents belongs to Insolvent.

Table No:
4.20
recommend buying Royal Enfield Bike to others
Definitely 17 35
Probably 19 38
Might or Might not 11 21
Definitely not 3 6
Total 50 100%
Chart No: 4.20
38
40 35
35
30
25 21
20
15
10 6
5
0
Definitely Probably Might or Might Definitely not
not
Interpretation
The above table and chart states that, 35% of respondents ready to recommend Royal
Enfield bikes to others, 38% of respondents belongs to probably and 21% of

Table No:
respondents belongs to might or might not and 6% of respondents belongs to
definitely not.

Chapter – 5
Findings, Suggestions And Conclusions
5.1 Findings 5.2 Suggestions 5.3 Conclusion
Findings, Suggestions And Conclusions

5.1 Findings
• Majority of the respondents are Male.
• Majority of the respondents are unmarried
• Majority of the respondents are in the age group of Below 20.
• Majority of the respondents Educational qualification Belongs to Graduation.
• Majority of the respondents are students.
• Majority of the respondents monthly income is belong to less than Rs. 10,000
per month
• Majority of the respondents are own two wheeler bike.
• Majority of the respondents are having Royal Enfield Bike.
• Majority of the respondents are aware of Royal Enfield Bike.
• Majority of the respondents are Having Royal Enfield Bullet.
• Majority of the respondents are come to know Royal Enfield through Friends
& Relatives.
• Majority of the respondents come to know about Royal Enfield through
Television Media.
• Majority of the respondents know about Royal Enfield Company from Three
years.
• Majority of the respondents are having planned to buy the Royal Enfield bike
in future.
• Majority of the respondents are prefer Continental GT Bike.

• Majority of the respondents think that Royal Enfield bike technology is

Superb
• Majority of the respondents opinions that the Price of Royal Enfield bike is
High.
• Majority of the respondents opinions that the Royal Enfield bike pickup is
Good.
• Majority of the respondents opinions that the Royal Enfield Bike road grip is
Good.
• Majority of the respondents ready to recommend Royal Enfield bikes to
others,.
5.2 Suggestions
 The price of Royal Enfield is very high when compared to competition. The
company has will established can provide some gifts and discounts to the
customers.
 The dealer is also required to provide discount on cash purchase.
 The company also tries to give certain offers to the dealer so as improve his
efficiency in the selling the Royal Enfield products which other company also
give to their dealer.
 As television as the common media for advertising frequent advertisement
must be shown in local city cable.
 As the dealer has arranged the neon bulbs for advertising in the showroom in
the same way.
 The company should provide the warranty for some parts like clutch plates
mark.
 The dealer is promotional strategy should provide test rides in colleges and
after some special gifts like diaries pens, bags etc.
 The dealer is required to maintain all colors of Royal Enfield Sport at all time
& it is available to customer at right him.
 Give more advertisement in Shimoga City.

 To come with different color of the bikes with new modes.

 Royal Enfield Company should take of resale value of bike. Resale value is
high compare to other bikes.
 All spares, accessories should be available at the service stations on proper
time.
 To improve the design for wheels for a better road with and safety driving.
Suggest towards product:

 New age styling for a stunning look.
 The new Royal Enfield exhibits international styling at its best. A part from a
classy double tail lamp and masculine fuel tank.
 Mono suspensions for better stability and comfort.

 Body getting graphics and Sporty along wheels.

5.3 Conclusion
A variety of two wheelers have entered into the two wheeler market. This has
increased the competition Because of competition Sales of two wheelers might have
decreased. Therefore, the Enfield Company has to keep in mind the latest competition
prevailing in the market while fixing the price of its two wheelers particularly Royal
Enfield Bike.
Because of Royal Enfield Company believes in excellence in the technology it has
achieved more than one million customer satisfaction within part of the years from its
launch No other India two wheeler company has achieved its progress within short
period.
As per the market research carried out by Enfield Company it is found them it is the
number one company in two wheeler segment. By considering all the findings of is
hope that the company & dealer will sing a sweet song of profit’s in future years.

Questionnaire
Respected Sir / Madam,
I am Kavya.R student of Final year BBA in PESIAMS, Shivamogga, as a part of
my academic study I have undertaken a project report on “A Study Consumer
Satisfaction towards Royal Enfield Bikes with Special Reference to
Appolo Enterprises, Shivamogga” I request you to fill the following questions and
do the needful. The information provided by you will be used strictly for academic
purposes.
Thanking you,
Yours
sincerely,
(Kavya.R)
Name : ____________________
Address : ____________________
____________________
1. Gender
i) Male ( )
ii) Female ( )
2. Marital status:
i) Married ( )
ii) Unmarried ( )
3. Age:
i) Below 20 Years ( )
ii) Between 20-30 Years ( )
iii) Above 30 Years ( )
4. Educational qualification
i) SSLC ( )
ii) PUC ( )
iii) Graduate ( )
iv) Post Graduate ( )
v) Others Specify ___________________

5. Occupation
i) Professional ( )
ii) Businessmen ( )
iii) Govt. employee ( )
iv) Student ( )
v) Others Specify ___________________
6. Monthly income
i) Less than Rs.10000 ( )
ii) Rs.10000-Rs.15000 ( )
iii) Rs.15000-Rs.20000 ( )
iv) Above Rs.20000 ( )
7. Do you own two wheeler bike?
i) Yes ( )
ii) No ( )
8. If yes, Which Company Two Wheeler Bike do you have?
i) Royal Enfield ( )
ii) Hero ( )
iii) Honda ( )
iv) Bajaj ( )
v) Yamaha ( )
vi) Others ( )
9. Are you aware of Royal Enfield Bikes?
i) Yes ( )
ii) No ( )
10. If yes, please Specify the Model?
i) Thunderbird ( )
ii) Classic ( )
iii) Bullet ( )
iv) Other Model ( )
v) Continental GT ( )
11. How do you come to know about Royal Enfield Company?

i) Advertisement ( )
ii) Friends and relatives ( )
iii) Observation ( )
iv) Brand image ( )
v) Publicity ( )
12. By which media of advertisement have you been introduced to Royal Enfield
Company?
i) Television ( ) ii)
Magazine ( ) iii)
Newspaper ( ) iv)
Posters/Stickers ( ) v)
Others ( )
13. From Past how many years did you know about Royal Enfield Company?
i) One Year ( )
ii) Two years ( )
iii) Three years (
)
iv) Don’t know Exactly ( )
14. Do you have any plan to buy a Royal Enfield Bike in Future?
i) Yes ( )
ii) No ( )
iii) To some extent ( )
15. If yes which model do you prefer?
i) Thunderbird ( )
ii) Classic ( )
iii) Bullet ( )
iv) Other Model ( )
v) Continental GT ( )
16. Which factors made you to buy Royal Enfield Bike?
i) Brand Image ( )

ii) Durability ( )
iii) Fuel efficiency ( )
iv) Low maintenance (
)
17. What do you think about Royal Enfield Bike’s Technology?
i) Magnificent ( )
ii) Superb ( )
iii) Delighting ( )
iv) Ordinary ( )
18. What is your opinion about price of Royal Enfield Bike?
i) Worth ( ) ii)
Reasonable ( )
iii) Low (
) iv) High (
)
19. What do you think about Royal Enfield Bike’s pickup?
i) Excellent ( )
ii) Good ( )
iii) Satisfactory (
) iv) Worst ( )
20. What do you think about Royal Enfield Bike’s Road grip?
i) Excellent ( )
ii) Good ( )
iii) Adequate ( )
iv) Insolvent ( )
21. Would you recommend buying Royal Enfield Bike to others?
i) Definitely ( )
ii) Probably ( )
iii) Might or Might not (
) iv) Definitely Not ( )

22. Any suggestion to Company for providing better service to customers

………………………………………………………………………………
………………………………………………………………………………
Date :
Place : Signature

Bibliography
Journals
G. MURALI MANOKAR (2013) ”A Study On Customer’s Preference Towards
Royal Enfield Motorbikes In Coimbatore City, Tamilnadu” Published in International
Journal of Advanced Research in Business Management and Administration
Volume:1, Year: 08December,2013 Pages:91-104
Mr.FAISAL.T, (2014), “A study on customer perception towards royal enfield with
special Reference to malappuram district”, Asia Pacific Journal of Research Vol: I
Issue XVI, August 2014
MAGAZINES & JOURNALS
 Business Today
 Surveys on Indian Auto Mobile industry
 Case studies on Global Automobile Industry By Muthukumar R.
ICFAI University Press.
WEBSITES
 www.scribd.com
 www.citehr.com
 www.google.co.in
 http://royalenfield.com

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“A Study Consumer Satisfaction towards Royal Enfield

Chapter Chapter name Page no

2 Industry & Company Profile

3 Conceptual Frame Work –

5 Findings, Suggestions And

while choosing an automobile.

PESIAMS, Shivamogga Page 1

The Two wheeler industry is facing new challenges. Globalization, individualizations,

1.2 Review of Literature

PESIAMS, Shivamogga Page 2

PESIAMS, Shivamogga Page 3

so collected from appropriate respondents was analysed using a statistical package

1.3 Statement of the problem

PESIAMS, Shivamogga Page 4

1.4 Objectives of the study

1.5 Scope of the study

1.6 Need for the study

PESIAMS, Shivamogga Page 5

1.7 Research Methodology

PESIAMS, Shivamogga Page 6

1.8 Sampling Design

PESIAMS, Shivamogga Page 7

1.9 Limitations of the study

2.11 Global history 2.12 Snap Shots

2.13 Marketing Mix Of Royal Enfield 2.14 Swot

PESIAMS, Shivamogga Page 8

PESIAMS, Shivamogga Page 9

2.2 Market Size

PESIAMS, Shivamogga Page 10

PESIAMS, Shivamogga Page 11

2.4 Government Initiatives

PESIAMS, Shivamogga Page 12

PESIAMS, Shivamogga Page 13

2.6 Road Ahead

PESIAMS, Shivamogga Page 14

2.8 Introduction (Global)

PESIAMS, Shivamogga Page 15

2.9 Introduction (India)

2.10 History (India)

PESIAMS, Shivamogga Page 16

2.11 Global history

Between the Wars

PESIAMS, Shivamogga Page 17

The India Connection

PESIAMS, Shivamogga Page 18

PESIAMS, Shivamogga Page 19

2.12 Snap Shots

Parent Company Madras Motors & Royal Enfield

Category Motorcycles, Scooters

Tagline/ Slogan Handcrafted in Chennai; Trip

PESIAMS, Shivamogga Page 20

Middle-class people who want a bike that is stylish and

Positioning A powerful motorcycle for bike adventurers

1. Royal Enfield Bullet

The practice of Corporate Governance in Royal Enfield group takes place at

PESIAMS, Shivamogga Page 21

Sales service for the benefit of customers:

2.13 Marketing Mix Of Royal Enfield

Product in the Marketing Mix Of Royal Enfield :