CHAPTER -1

INTRODUCTION

Customer satisfaction is defined as a measurement that determines how happy customers

are with a company's products, services and capabilities. An organization's main focus must be
to satisfy its customers and increase its sales, for this it is important to understand the voice of
the customer which provides detailed insights as to what their customers want and better tailor
their services or products and in turn help the business improve or change its products and
services. Marketing is the process of performing market research, selling products and services
to customers and promoting them via advertising to further enhance sales. Marketing as a
subject of study is now attracting increasing attention from firms, companies, institutions and
even countries. Customers are an important concept in marketing. It is hard to please the present
day customers. They checkout the competitors with similar or at times, even better offers.
Customers are the king and without satisfying their needs none can exist in the corporate
competitive world. Royal Enfield is the maker of the famous bullet brand in India established in
1955. In 1901 1" bike was produced. They are one of the oldest and most famous for their
power stability and rugged looks. Royal Enfield has been updating their bikes from their first
model in order to provide the customers total satisfaction from their bikes and keep up with the
market trends. So this study is mainly focused on analyzing the customer satisfaction of Royal
Enfield. Royal Enfield Bike was the oldest Motorcycle in India which is still in the market. The
Royal Enfield Bikes are licensed from the Madras Motors in Chennai. Royal Enfield
collaborated with the Ficher! Group, an automotive company in India, and merged with it in
1994. Eicher Group manufactured the Royal Enfield Bullet and single cylinder motorcycles.
The first bike was manufactured in 1901 and has been more than 75 years in production. The
Eicher started producing several models in India such as Royal Enfield classic 350, Royal
Enfield Bullet 350, Royal Enfield Thunderbird 350x, Royal Enfield Himalayan, Royal Enfield
Bullet 500, Royal Enfield classic 50), Royal Enfield thunderbird 350, Royal Enfield thunder
hind 500x Royal Enfield thunderbird 500, Royal Enfield continental GT 650, Royal Enfield
Interceptor 650.

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1.2 STATEMENT OF THE PROBLEM

As the two wheeler market in India is constantly increasing and changing day by day, it
poses new challenges to Royal Enfield to keep up with the market trends. Royal Enfield is a
company that started its business in 1948 with its product such as the bullet which has kept a
prestigious position in the market till date. In order to do so they have to ensure their products
provide their customers sufficient satisfaction and if not bring about changes in order to achieve
it. Hence this study is mainly focused on Royal Enfield customers .

1.3 SCOPE OF THE STUDY

The scope of the study is to understand the customer's attitude towards the product,
services, satisfaction obtained from the product and the variations between the actual product and
their expectations of Royal Enfield customers.

1.4 OBJECTIVE OF THE STUDY

1. To identify the satisfaction level of products and services offered by Royal Enfield .

2. To know the performance, quality, affordability and purchase behavior of Royal Enfield .

3. To identify the significant association between customer satisfaction and various factors of the
product such as price, quality, comfort, etc. on the basis of various models of Royal Enfield
Bikes .

1.5 RESEARCH METHODOLOGY

Research is done to collect essential information which helps solve problems related to
customer's preference, satisfaction and overall happiness over Royal Enfield Bikes effectively.

1.6 NATURE OF THE STUDY

The study is descriptive in nature.

1.6.1 SOURCES OF DATA

Primary and secondary data is collected in order to obtain relevant information to conduct
the research. Primary data: Data was collected from current users of Royal Enfield using a

2
questionnaire in order to obtain relevant information. Secondary data: Data was collected by
browsing magazines, newspapers, articles and papers related to the Royal Enfield brand in India.

1.7 NATURE OF POPULATION

This study is conducted on customer satisfaction of Royal Enfield customers and the
population is infinite as the total number of Royal Enfield customers is impossible to determine.

1.7.2 METHOD OF SAMPLING

The sampling method used in this study is snowball sampling under the non probability
sampling method.

1.7.3 SIZE OF THE SAMPLE

Information has been collected from 70 respondents comprising both male and female.

1.8 TOOLS OF ANALYSIS

Questionnaires were created in order to receive the necessary response required from the
sample to achieve the study objective. The main statistical and analytical tools used for analyzing
primary data and the relational dependence between variables are likert scales, percentage and
graphs.

1.9 LIMITATION OF THE STUDY

The study was confined ; hence the outcome cannot be generalized. Sample size was
limited in number. 70 respondents were chosen because of time constraints. Some of the
responses were biased.

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1.10 CHAPTER SCHEME

Chapter 1: Introduction

It consists of a statement of the problem, Scope. objectives, research methodology,

sample design, tools for analysis and limitations which were used while conducting the project
on this particular topic.

Chapter 2: Review of literature

A literature review is a text of scholarly paper, which includes the current knowledge
including substantive findings, as well as theoretical and methodological contribution to a
particular topic.

Chapter 3:- Industrial and company profile

A detailed insight into the working and main goals set by the company in its production
and objectives it's trying to fulfill. It also focuses on the two wheeler industry the company is
involved in.

Chapter 4: Data analysis and interpretation

It deals with the customer satisfaction of Royal Enfield – Analysis and Interpretation of
customer satisfaction on Royal Enfield brand.

Chapter 5: Findings and conclusion

Declaring the final findings from the project and stating whether the expected results
were received and the main reasons for it.

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 CHAPTER- II

REVIEW OF LITERATURE

Fredrick Ahenkora Boamah, (2020), showed that the relation between consumer and
tangibility satisfaction was statistically significant.

K. Reenareicha etc at all(2019), 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 factors which influence the
customer's preference in the buying decision process. Customer satisfaction is influenced
strongly by culture, social, personal and psychological factors.

Sr. Sony Mariya (2018), found that the ultimate users of these bikes are students who want to
maintain image and also to be comfortable. It is found that sound (important for bullets) is lower
than old models so they have to maintain quality models. It is the most preferred bike in India
and also it has many loyal customers especially young generations. So, we can say the perception
of customers on purchase of Royal Enfield bikes is good or we can say excellent.

G. Gopalakrishnan & R. Rengarajan (2017), analyzes 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 on 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 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), 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 sources outside the business (or) research
organization.SR Sony Mariya & Dr. K Amutha (2018), in their study about "Customer

5
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 use
Royal Enfield bikes and most of the respondents prefer Royal Enfield due to company image and
comfort. The company must improve their mileage, model and color in their Royal Enfield Bike.

Ameer Asra Ahmed etc at all (2014), 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 collected from appropriate
respondents was analyzed using a statistical package called SPSS and a One-way Anova test was
done to test the hypothesis.

Faisal.T (2014), found out that it was undertaken with the objective of finding out customer's
perception level on Royal Enfield bikes. It is felicitously observed from the study that the most
customers of Royal Enfield are highly satisfied in almost all areas offered by Royal Enfield. This
study shows that by improving fuel efficiency, service and advertisement and by introducing new
models capable of competing with the fresher in the market.

R. Amesaveni, R Koila (2014), majority of the working women in rural India gave importance
to the quality of the product, which also showed that the income level of the rural consumer was
increasing, which also generated more consumption and purchasing power for the consumers. An
organization should place emphasis on introducing new models in the society and manufacture
two wheelers that give good mileage.

Duggani Yuvaraju (2014), found a significant difference connecting the preferable factors like
mileage, pickup, price and plan.

6
Parinda V. Doshi (2016), examined the significance of product and services on satisfaction of
the customer and thus observed overall satisfaction of the customer of Bajaj two wheelers.
Relationship of product covered features, durability and variety; the relationship of services
covered company services, and its dealers. Results had shown the positive relationship and effect
on the product and services with satisfaction of the customers.

Debasis Tripathy (2016), concludes that HONDA, BAJAJ and HERO show maximum
satisfaction in respect to mileage, power, design, and technology and after sales service whereas
TVS attains least satisfaction. The TVS should work extensively on the parameters taken in the
study. It showed that consumers compare each factor deeply and select a suitable bike
accordingly; therefore companies should keep this in mind and produce such machines which
don't create any disappointment in even one field.

Kottala Sri Yogi (2016), used a fuzzy logic approach to accomplish the objective. Royal Enfield
has given priority in high trade in value, ease of modification etc. this study has helped to study
why people choose royal Enfield over other bikes available in the market and the reasons like
status, muscular, average miles of bike etc.

Yingai xu, Robert goedegebuure, Beatrice van der Heijden, (2015), proposed the customer
perceived service quality has a significant effect leading customer satisfaction customer
perception of relational benefits has a positive impact upon customer satisfaction, with faith
being the most important indicator customer satisfaction is completely Suggested additional
expenses of TV adverts, reduce hike cost, incentive dealers, set up merchant level service center,
home service and accurate service etc,

R. Kanaka Rathinam (2013), found that Royal Enfield is chosen by most customers because of
appearance, performance, and design.

G. Murali Manokari (2013), Findings from the study of this literature of research shows how
much customers prefer and their satisfaction level towards various aspects of Royal Enfield,
which are mostly influenced by socio-cultural, psychological & personal factors. Customers of
Royal Enfield convey that in order to capture the market, the manufacturers have to give the best
combination of looks, quality, cost efficiency, good features, safety, and performance. This
reason has also proved to be the reason behind the decade's long history of the Company.

7
Asra Ahmed (2013), The Royal Enfield bikes are most preferred by the middle aged and
younger generation dominated by male. Their perception towards bikes is muscularity, strong
performance, mileage, and status. Royal Enfield bikes and its parts are available everywhere. So
Royal Enfield is preferred more and chosen more than other bikes.

Omesh Chandra (2011), found that 53% respondents are highly satisfied with their bikes. 47%
of respondents are satisfied with their bikes. Finally it was conducted that most of the
respondents were aware of many popular brands of bikes.

Ravichandran et al. (2010), financial liberalization has increased competitive pressure, and as a
result, private banks engaged in retail banking are focusing their strategies on improving service
quality, which fosters customer satisfaction and loyalty.

Krishnan Santana. R (2010), In terms of competition, the industry is likely to face competition
from used cars and low cost cars. Other issues are the declining margins due to increased cost of
material and shift in customer demand to electric vehicles to save patrol. In terms of growth,
there are expectations that the industry is likely to grow by 5%, most of the growth is likely to
come from motorcycles. Some of the Indian motorcycle companies are also likely to set up
plants in foreign countries to meet export needs.

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 CHAPTER-III

COMPANY PROFILE

3.1 Introduction

Royal Enfield is an Indian multinational motorcycle manufacturing company headquartered in

Chennai. The Royal Enfield brand, including its original English heritage, is the oldest global
motorcycle brand in continuous production.The company operates manufacturing plants in
Chennai in India.

The first Royal Enfield motorcycle was built in 1901 by The Enfield Cycle Company of
Redditch, Worcestershire, England, which was responsible for the design and original production
of the Royal Enfield Bullet, the longest-lived motorcycle design in history] Licensed from the
original English Royal Enfield by the indigenous Indian Madras Motors, the company is now a
subsidiary of Eicher Motors, an Indian automaker. The company makes classic-looking
motorcycles including the Royal Enfield Bullet, Classic 350, Royal Enfield Thunderbird, Meteor
350, Classic 500, Interceptor 650, Continental and many more. Royal Enfield also makes
adventurous and off-road motorcycles like Royal Enfield Himalayan. Their motorcycles are
equipped with single-cylinder and twin-cylinder engines.

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 products. They are skilled in market engineering, not just product engineering.

Whether the buyer is satisfied after purchase depends on the offered performance in
relation to the buyer's expectation. In general satisfaction are a person’s feelings of pleasure or

9
disappointment resulting from comparing a product's perceived performance relation to
his/her expectations. If the performance falls short of expectation, the customer is dissatisfied.

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 perspectives of a balanced scorecard.

Customer satisfaction (csat) is a measure of how well a company’s products and services
meet customers’ expectations. it reflects your business’ health by showing how well your
products are resonating with buyers.

How to measure customer satisfaction

Customer satisfaction can seem like a vague concept, but there are concrete ways to
measure it. You can source a customer satisfaction score by conducting csat surveys, for
example. These are typically short, one- to two-question surveys offered at the end of a business
transaction. a classic question is “how satisfied are you with the product?” with answers ranging
from “very satisfied” to “very unsatisfied.”

Although csat is one part of customer satisfaction, it is far from the only measure.
businesses also use net promoter score (nps) surveys to determine whether their customers are
promoters, detractors, or passives.

3.2 HISTORY OF ROYAL ENFIELD

Royal Enfield did not just manufacture motorcycles; indeed the English engineering
company portrayed a strong lineage of necessity beyond the boundaries of ordinary realms. Yes!
Driven by sheer necessity and manufactured with state-of-the-art engineering capabilities,
Enfield was initially associated with military requirements. In its earlier days, the company built
lawnmowers, bicycles and even rifle parts for some Arms Factory. The company’s motto of
“Made like a Gun and goes like a Bullet” reflects Enfield’s strong involvement with the military
needs. Spanning over three centuries the company is on the path of making its impact felt even

10
now in this new millennium. Lets sift through the Enfield’s landmark achievements since it raced
against cars and fought the wars.

⦁ 1898: Produced first motorized vehicle equipped with a 2.75hp De Dion-Bouton engine.
Today, this motorized vehicle is known by the name Quad.

⦁ 1901: launched a bicycle that’s fitted with a 150cc engine on the front wheel.

⦁ 1902: improved vehicle with a 239cc Enfield engine mounted over the front wheel of the
bicycle.

⦁ 1907: produced an all-day automobile with the company name as All days & onions.
However, the vehicle manufactured was there in production until 1925, popularly referred as All
day Automobiles with the word onion dropped.

⦁ 1910: launched V-twins type, a Motosacoche 344 cc engine.

⦁ 1915: during World War I, Enfield needed to manufacture motorcycles that would be
equipped to carry machine guns with stretcher-bearing capacity, on request of the British Armed
Forces. It was during this time that the first small 2-stroke engine saw the light of the day.

⦁ 1917: Royal Enfield supplied machines to Russians as well. The phase saw a team of
women police force riding the 600cc Royal Enfield bikes.

⦁ 1924-1930: the phase of WWI and the aftermath did not affect the growth of sales of
Royal Enfield. The company upgraded its engine and added features such as girder front forks,
saddle tanks and center spring to give the bulls of Royal Enfield a more contemporary look.
Further upgrading led to the launch of a 488cc machine with a four-speed gearbox in the year
1927 and soon by 30s, Royal Enfield had thirteen featured models and the birth of the famous
Bullet cylinder took place during this phase.

⦁ 1939-1945: As the world again fought the bloodied wars, Royal Enfield rose to the
occasion and supplied the countries with machines and motorcycles for military purposes. The
model 125cc Flying Flea became quite popular, and was referred as Airborne, because of its
capacity of being dropped by a parachute. War instruments were also manufactured by Royal
Enfield during this period.

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⦁ 1950s: Enfield India began manufacturing machines with parts being brought from
Britain.

⦁ 1962: Enfield India began producing complete motorcycles indigenously while it retained
all essential traditions from Enfield.

⦁ 1965-Until Now: Shifting of production from Redditch England to Chennai plant in

India.

The name Royal Enfield lived on with its full life, as Indians bought the denomination rights.
However, in the year 1986, Raja Narayan, a civil servant from Britain created an Export arm for
Royal Enfield India, and as of now, it’s the most famous model Bullet that is being marketed in
Britain.

Thus, Royal Enfield claims to be the “world’s oldest motorcycle” still striving to stride well in
the global as well as Indian market nevertheless been enticing Enfield enthusiasts but more
importantly has become a benchmark standard for other bike manufacturers and still dedicating
to the biking in the truest sense!

Royal Enfield is an Indian multinational motorcycle manufacturing company headquartered in

Chennai, Tamil Nadu, India. The Royal Enfield brand, including its original English heritage, is
the oldest global motorcycle brand in continuous production. The company operates
manufacturing plants in Chennai in India.

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`3.3 ORGANIZATIONAL STRUCTURE OF ROYAL ENFIELD

3.4 ROYAL ENFIELD TOP SELLING MODELS

Royal Enfield motorcycles have attained a cult status among bike enthusiasts. The
company produces some of the most amazing retro-modern motorcycles with new engines and
features. They offer a wide range of models from cruisers, roadsters, scramblers and adventure
bikes, making it challenging to know which are the best Royal Enfield bikes in India. Here is the
list of the company's popular models (as of February 2023) with their latest prices, features and
specifications.

Here is a list of some of the top Royal Enfield bikes in India.

Name of some of the best Royal Enfield bikes (India) Power (bhp) Price (ex-showroom
Delhi)

1. Royal Enfield Hunter 350 20.28bhp Rs. 1.50 lakh onwards

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2. Royal Enfield Classic 350 20.28bhp Rs. 1.87 lakh onwards

3. Royal Enfield Bullet 350 19.10bhp Rs. 1.89 lakh onwards

4. Royal Enfield Meteor 350 20.28bhp Rs. 2.01 lakh onwards

5. Royal Enfield Scram 411 24.3bhp Rs. 2.03 lakh onwards

6. Royal Enfield Himalayan 411 24.3bhp Rs. 2.14 lakh onwards

7. Royal Enfield Interceptor 650 47bhp Rs. 3.60 lakh onwards

8. Royal Enfield Continental GT 650 47bhp Rs. 3.81 lakh onwards

9. Royal Enfield Super Meteor 650 47bhp Rs. 3.50 lakh onwards

3.5 CURRENT MARKET POSITION OF ROYAL ENFIELD

Royal Enfield has climbed into the list of top 5 motorcycle manufacturers in India, on the
back of stupendous growth. And in the process, Royal Enfield has overtaken Yamaha India,
which now sits at 6th position.

Royal Enfield has announced its sales for the month of March 2023 which stood at 72,235
motorcycles as against 67,677 motorcycles sold during the same period last year.

For the Financial year ended March 2023, Royal Enfield recorded total sales of 8,34,895
motorcycles, registering its highest-ever overall sales in history, beating its previous high of
2018-19, and recording a significant 39 percent growth over the previous financial year.

It was 7.27% six years ago. Royal Enfield is the third OEM with good market share
gains. Riding on surging demand for mid size motorcycles in India, the company currently has
an overall market share of 4.42% of the overall market and 6.83% in the bike market.

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 CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

The main objective of the study is to know the customer’s satisfaction towards Royal
Enfield is an explorative study based on primary data and secondary data. For this purpose, data
are collected from 70 respondents. The collected data are analyzed by using tables, percentages
and graphs.

Data analysis is considered to be an important step and heart of the research work. After
the collection of data with the help of relevant tools and techniques, the next logical step is to
analyze and interpret data with a view to arriving at an empirical solution to the problem. The
data analysis for the present research work is done quantitatively with the help of both
descriptive statistics and inferential statistics.

Analysis and interpretation are closely related. Interpretation is not possible without
analysis and without interpretation, analysis has no value. Hence the term analysis is widely used
to refer to both analysis and interpretation.

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 TABLE 4.1

Age of the Respondents

S. NO Age Group Number of Percentage

Respondents (%)

1 18-20 9 13

3 24-26 5 7

4 27 and above 16 23

Total 70 100

Source : primary data

From the above table it is clear that out of 70 respondents, 13% of them in between the
age of 18-20. 57% are from the age group of 21-23. 7% are in between the age group of 24-26.
23% are in between the age group 27 and above. From this data it is clear that most respondents
(57%) are between the age group of 21-23.

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 TABLE 4.2

Gender of Respondents

S. NO Gender Number of Percentage

Respondents (%)

1 Male 62 89

2 Female 8 11

Total 70 100

Source : primary data

Table 4.2 shows that 50 respondents of the age study have been classified into
Male and Female, 89% of them are Male, 11% of them are Female.

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 TABLE 4.3

Educational qualification of the Respondents

S.No Educational Percentage

Number of Response
qualification (%)

1 Post graduation 12 17

2 Graduation 17 24

3 Under graduation 24 35

4 Other 17 24

TOTAL 70 100

Source : primary data

Table 4.3 shows that out of 70 sample respondents , 35% are doing Under graduation , 24% are
doing their graduation and in other fields and 17% of then are doing Post graduation.

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 TABLE 4.4

Occupational status of the Respondents

S.No Percentage
Occupational status Number of Response
(%)

1 Employee NIL NIL

2 Students 27 39

3 Entrepreneur 22 31

4 Other 21 30

TOTAL 70 100

Source : primary data

The above table shows that out of 70 sample respondents, 39% are students , 31%
are entrepreneur30% are in other fields .

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 TABLE 4.5
Monthly Income of the Respondents

S.No Percentage
Income level Number of Response
(%)

1 Less than 15000 1 1

2 15000-20000 28 40

3 20000-25000 7 10

4 25000 and above 28 40

5 NIL 6 9

TOTAL 70 100

Source : primary data

Table 4.5 shows that out of 70 respondents , 40% of them earn from 15000 to 25000
,10% of them earn from 20000 to 25000 , 9% of them do not earn and 1% of then earn less
than 15000 .

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 TABLE 4.6

Usage of Royal Enfield by respondents

S. NO Options Number of Percentage
Respondents (%)

1 Yes 63 90

2 No 7 10

Total 70 100

Source : primary data

Table 4.6 shows that 70 respondents use royal enfield or not.

Where 63 respondents said yes forming 90%, 7 respondents said no forming 10%.
Majority of respondents responded that they use a royal enfield.

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 TABLE 4.7
Period of using the Royal Enfield

S.No Percentage
year Number of Response
(%)`

1 Less than a year 20 29

2 1 year 15 21

3 2 year 5 7

4 Less than 5 years 17 24

5 More than 5 years 8 11

6 other 5 7

TOTAL 70 100

Source : primary data

Table 4.5 shows that 70 respondents of the income level have been classified into less than a
year, 1 year, 2 year, less than 5 years, more than 5 years.
29% of them are using Less than year, 21% are using for 1 year, 7% are using it for 2 years ,
24% are using it for less than 5 years, 11% are using it for more than 5 years

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 TABLE 4.8

Opinion on quality products of Royal Enfield to its customers

S. NO Options Number of Percentage

Respondents (%)

1 Yes 65 93

2 No 4 6

3 Maybe 1 1

Total 70 100

Source : primary data

From the above Table 4.8 one can see that out of 70 respondents, 93% of them responded Yes,
6% of them responded No . 1% of them responded Maybe
Majority of respondents agreed that Royal Enfield provides quality products to its customers.

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 TABLE 4.9
Reasons for buying Royal Enfield

S.No Percentage
Reason Number of Response
(%)

1 Price 3 4

2 Variety 22 31

3 Availability 18 26

4 Promotion 20 29

5 Quality 6 9

6 Other 1 1

TOTAL 70 100

Source : primary data

From the above table one can understand that, out of 70 sample respondents, 31% of them
prefer variety, 29% of them prefer promotions, 26% of them prefer availability, 9% of them
prefer quality, 4% of them prefer price.

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 TABLE 4.10

Problem Faced by the Respondents while using Royal Enfield

S. NO Options Number of Percentage

respondents (%)

1 Yes 29 41

2 No 41 59

Total 70 100

Source : primary data

Table 4.6 shows that 70 respondents use royal enfield or not.

Where 29 respondents said yes forming 41%, 41 respondents said no forming 59%.
Majority of respondents responded that they didn't face any problem while using a royal enfield.

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 TABLE 4.11
Changes expected by the respondents

S.No Number of Percentage

changes expected
Respondents (%)

1 More range 20 29

2 More shades 1 1

3 Better performance 18 26

4 All the above 30 43

5 other 1 1

TOTAL 70 100

Source : primary data

The above table shows the changes expected by the respondents, 43% of them expecting all
the changes, 29% of them expecting more range, 26% of them expecting better performance
, 1% of them expecting more shades, 1% of them expecting other changes.

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 TABLE 4.12
Model of Royal Enfield used by Respondents

S.No Percentage
Options Number of Response (%)

1 Bullet 350 5 7
2 Bullet 500 20 29

3 Classic 350 6 9

4 Classic 500 2 3
5 Electra 1 1
6 Thunderbird 350 12 17
7 Thunderbird 500 1 1
8 Himalayan 20 29
9 Continental 1 1
10 other 2 3

TOTAL 70 100
Source : primary data

From the above table, 7% of customers have Royal Enfield Bullet 350, 29% of customers
have bullet 500, 9% of customers have classic 350, 3% of customers have Classic 500, 1% of
customers have electra, 17% of customers have Thunderbird 350, 1% of customers have
Thunderbird 500, 29% of customers have himalayan, 1% of customers have continental, 3%
of customers have other model.

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 TABLE 4.13
Purchase method of the respondents

S.No Percentage
particulars Number of Response
(%)

1 Full cash 21 30

2 Installment payment 12 17

3 Loan/EMI 30 43

4 Gift 4 6

5 other 3 4

TOTAL 70 100

Source : primary data

From the above table it shows that, 30% of customers purchase their bike on full cash,
17% of customers purchase their bike on installment payment, 43% of customers purchase
their bike on loan/emi, 6% of customers got their bike as a gift, and 4% of customers didn't
purchase.

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 TABLE 4.14

Viewing of other Brands before Buying

S. NO Options Number of Percentage

respondents (%)

1 YES 67 96

2 NO 3 4

Total 70 100

Source : primary data

Table 4.14 shows that out of 70 sample respondents , 96% have viewed other bike brands and
4% of them have not viewed . Majority of respondents responded that they considered other
motorcycle brands before buying the royal enfield.

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 TABLE 4.15

Availability of the spare parts

S. NO Availability Number of respondents Percentage

(%)

1 Readily available 40 61

2 Not readily available 8 12

3 No good spare parts 18 27

Total 70 100

Source : primary data

Table 4.15 shows that out of 70 sample respondents 61% of the respondents think that the spare
parts are readily available , 27% of respondents think there are no good spare parts and 12% of
the respondents think spare parts are not readily available .
Majority of respondents think that the spare parts of the royal enfield Readily available.

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 TABLE 4.16

Usage of Royal Enfield

S. NO Usage Number of respondents Percentage

(%)

1 Daily 47 69

2 One to two times a week 4 6

3 Weekends 5 7

4 Occasionally 12 18

Total 70 100

Source : primary data

From the above table 4.16 one can see that out of 70 sample respondents, 69% of them using
the bike daily, 18% using occasionally, 7% using on weekends and 6% are using one to two
times a week.

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 TABLE 4.17

Sources of information

S. NO Sources Number of respondents Percentage

(%)

1 Magazines 20 29

2 Friends 34 49

3 showrooms 5 7

4 Social media 9 13

5 Other 2 2

Total 70 100

Source : primary data

Table 4.17 shows that out of 70 sample respondents, 49% got information about Royal Enfield
from Friends, 29% got information from Magazine , 13% got it from social media and 2% got
it from other sources

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 TABLE 4.18

Expected Mileage Before Buying

S. NO particular Number of respondents Percentage

(%)

1 20-25 4 6

2 25-30 10 14

3 30-35 47 67

4 35-40 1 1

5 40 and above 6 6

6 Other 3 6

Total 70 100

Source : primary data

Table 4.18 shows that out of 70 sample respondents 67% expected the mileage from 30 -35 ,
14% expected mileage from 25 - 30 , and 6% expected from 20 - 25 and above 40 .

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 CHAPTER - V

SUMMARY OF FINDINGS, SUGGESTIONS, CONCLUSION

5.1 FINDINGS

● The study shows that 57% of the respondents are in the age group 21-23
● In this study, most (89%) of the respondents are male members.
● Out of 70 respondents 35% of the respondents are having UG Degree .
● Among 70 respondents 39% are students and 31% are entrepreneurs .
● 40% of the respondents have income per month of 15000-20000, 25000 . And 1% of the
respondents have their income per month less than 15000.
● From the study one can see that 90% of the respondents use Royal Enfield .
● This study clearly shows that 11% of the respondents use Royal Enfield for more than 5
Years
● Out of 70 respondents, 93% of the respondents think that Royal Enfield provides Quality
products
● 31% of the respondents think that the main reason for them using Royal Enfield is
variety,
● 59% of the respondents had faced some problem while using Royal Enfield .
● This study shows that 43% of the respondents want to see the changes in all the above
(more range,more shades, better performance) .
● Among 70 Respondents 29% of the respondents own Himalayan and Bullet 500 .
● This study shows that 43% of the respondents purchased their bike on loan / EMI and
30% of the respondents purchased their bike on full cash .
● 96% of the respondents considered other motorcycles before buying the Royal Enfield .
● 61% of the respondents agreed with Royal Enfield providing spare parts readily
available

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5.2 SUGGESTIONS

● The company has been established and can provide some gifts and discounts to the
customers.
● The dealer is also required to provide a discount on cash purchase.
● The company has to give certain offers to the dealer so as to improve his efficiency in
selling the Royal Enfield products which other companies also give to their dealer.
● The dealer is required to maintain all colors of Royal Enfield and model of Sport at all
times.
● New age styling for a stunning look.
● The new Royal Enfield exhibits international styling at its best., and a classy double tail
lamp and masculine fuel tank is to be avoided in Royal Enfield to attract the customers .
● Mono suspensions is to be better and comfort to the consumers ..
● Body should be improved by getting graphics and Sporty along wheels.

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 5.3 CONCLUSION

After conducting the study, it is found out that the majority of the respondents are satisfied
with the riding comfort and performance of Royal Enfield. The customers of Royal Enfield are
satisfied with the product. Most preferred model of Royal Enfield is Classic. Most of the
customers are satisfied with the fuel efficiency of Royal Enfield. Majority of the customers are
male youths and they use Royal Enfield mainly for daily uses and city touring. Customers are
satisfied with the affordability of service charges and timely delivery. Majority of the
respondents are satisfied with the overall performance and they do recommend Royal Enfield
Bikes to others.

Therefore it is identified that most of the customers are satisfied with the Royal Enfield
bikes. Because 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 a short period.

36
 BIBLIOGRAPHY

REFERENCE

Faisal.T, Research Scholar, M-Phil (2014), “A Study on Customer Perception towards

Royal Enfield with Special Reference to Malappuram District”, ISSN: 2320-5504,
E-ISSN-2347-4793.

Krishnan Santana R (2007), “the issue and future of the two wheeler industry”.
Two-Wheeler Industry in India – An Introduction, Hyderabad, the ICFAI University Press, PP.
57-69.

Kanaka Rathinam R (2013), “A study on customer’s preference towards Royal Enfield

Motorbikes in Coimbatore city”, International Journal of Advanced Research in Business
Management and Administration, Vol.1, No.1, pp 1-7.

Omesh Chandra (2011), “the study on consumer buying behavior towards bikes”,
International Journal of Research in Finance and Marketing, Volume 1, Issue 2, June 2011, 86-
101.

G. Murali Manokari (2013), “A Study on Customer’s Preference towards Royal Enfield

Motorbikes in Coimbatore City, Tamil Nadu”, International Journal of Advanced Research in
Business Management and Administration volume: 1, Issue 1, Pp 2, dec 2013.ISR Journals and
Publications.

Debasis Tripathy (2016), “A Study on Consumer Satisfaction of Two Wheeler Bikes”

Assistant Professor, Joseph School of Business Studies, Sam Higginbottom University of
Agriculture, Technology and Sciences International Journal of Engineering and Management
Research, Volume-4, Issue-4, DOI: 10.13140/RG.2.2.14567.85929.

37
 SR Sony Mariya (2018), “Customer satisfaction level towards royal Enfield bikes” (with
special reference to Coimbatore city), International Journal of 57 Commerce and Management
Research, Volume: 4, Issue 5, PP 122, ISSN: 2455-1627.

Kottala Sri Yogi (2016), “An empirical and fuzzy logic approach to product quality and
purchase intention of customers in two wheelers”, Pacific Science Review B Humanities and
Social Sciences 1(1):57- 69 DOI: 10.1016/j.pscr.2015.12.001.

Ameer Asra Ahmed (2013), “A Study on Customer Satisfaction Level of Royal Enfield
Bullet”, International Journal of Business and Administration Research Review, Vol.1, Issue.7,
E- ISSN -2347-856X, ISSN -2348-0653.

R Amesaveni, R Koila (2014), “the study relating to consumer satisfaction level of working
women towards two wheelers”, Indian Journal of Marketing, Volume 44, Issue 5, DOI:
10.17010/ijom/2014/v44/i5/80377.

MAGAZINE

● The Bullet-In
● Royal Enfield Magazine
● Business Today

WEBSITES

www.royalenfield.com

www.wikipedia.org

www.enfieldmotorcycles.com

38
 APPENDIX

1. Name

Your name

2. Age
18-20
21-23
24-26
27 and above
Other:
3. Gender
Male
Female
Prefer not to say

Other:

4. Educational Qualification :
Post Graduation
Graduation
Under Graduation

Other:

5. Occupation :
Employee
Student
Entrepreneur

Other:

39
6. Income per month :
Less than 15000
15000-20000
20000-25000
25000 and above
NIL

Other:

7. Do you use Royal Enfield

Yes
No
Maybe
8. For how long have you been using the Royal Enfield brand
less than a year
1 year
2 year
less than 5 years
more than 5 years

Other:

9. Do you think Royal Enfield provides quality products to its customers

Yes
No
Maybe
10. What do you think is the main reason for your use of Royal Enfield
Price
Variety
Availability
Promotion

Other:

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11. Are there any problems you faced while using it
Yes
No
12. What change would you like to see in Royal Enfield
More range
More shades
Better performance
All the above

Other:

13. Which model of Royal Enfield do you own

Bullet 350
Bullet 500
Classic 350
Classic 500
Electra
Thunderbird 350
Thunderbird 500
Himalayan
Continental

Other:

14. How did you purchase the bike

Full cash
Installment payment
Loan/EMI
Gift

Other:

15. Did you consider other motorcycle brands before buying the Royal Enfield bike

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 Yes
No
16. Which of the following influenced you to choose your bike
Magazines
Friends
Showrooms
Social media
17. Mileage expected before purchasing of a bike
20-25
25-30
30-35
35-40
40 and above
18. How often do you use your bike
Daily
One to two times a week
Weekends
Occasionally

19. How available are the spare parts

Readily available
Don't get then readily
Don't have good spare parts

Questionnaire Link (Google form)

https://docs.google.com/forms/d/e/1FAIpQLSf80sAb-ofazAlDDdlr7s8NoWi
VAKeSRqNFq16S7arP0Hkbfw/viewform?usp=sf_link

42