International Journal of Research Publication and Reviews, Vol 4, no 8, pp 3299-3304 August 2023

International Journal of Research Publication and Reviews

Journal homepage: www.ijrpr.com ISSN 2582-7421

A Study on Consumer Satisfaction towards Royal Enfiled Bikes

1Nithin sai.S and 2Sivakanni.
1
MBA student Jerusalem College of Engineering, Chennai
2
Ass Professor MBA, Jerusalem College of Engineering, Chennai

ABSTRACT

The purpose of this study TO Understand the customers satisfaction will help us to understand the needs and wants of the customers towards Royal Enfield. The
study could provide appropriate and timely information about the position of satisfaction level of customer towards Royal Enfield. This study also investigates 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 preferences and factors which influence the customer’s preferences in buying decision process. Customers satisfaction is influenced
strongly by culture, social, personal and psychological factors. For this purpose, 120 customers were selected and established the various response based on the
questionnaire method. By and large it was found that most of the customers are choosing Royal Enfield because of its vehicle appearance, pickup, good models and
engine appearance etc.

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. 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.

REVIEW OF LITERATURE

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 aspect 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.
 International Journal of Research Publication and Reviews, Vol 4, no 8, pp 3299-3304 August 2023 3300

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: 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 customers. There are many bullets’ 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. 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.

K. Reenareicha etc at all (2019), in their article about “A Study on Customer Satisfaction Towards Royal Enfield Bike In Tirupur 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 investigates 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.

Objectives of the study

 To gather information about Consumer satisfaction toward Royal Enfield Bikes in the geographic region of Chennai

 To assess the needs, requirements and expectations of the customer in order to assess their current satisfaction levels.

 To study perception and buying behaviour of customers towards Royal Enfield in India

Need of 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

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 Chennai. 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

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

a 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.
 International Journal of Research Publication and Reviews, Vol 4, no 8, pp 3299-3304 August 2023 3301

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

ANALYSIS

Percentage analysis

TABLE: 1.0

Any major problems after buying Royal Enfield bike

Cumulative
Frequency Percent Valid Percent Percent
Valid No problem 28 23.3 23.3 23.3
Noisy vehicle 16 13.3 13.3 36.7
High maintenance 52 43.3 43.3 80.0
Low milage 24 20.0 20.0 100.0
Total 120 100.0 100.0

INFERENCE : The above table and chart states that, 23.3% of the respondents Say that they have NO PROBLEN in their Royal Enfield bikes, 13.3%
of the respondents belongs to NOISY VEHICLE, 43.3% of the respondents belongs to HIGH MAINTENANCE, 20% of the respondents belongs to
Brand image and 11.7% respondents belongs to LOW MILAGE.
TABLE: 2.0

Do you agree company takes action towards the complaints lodges by the customer

Frequency Percent Valid Percent Cumulative Percent

Valid yes 93 77.5 77.5 77.5
No 27 22.5 22.5 100.0
Total 120 100.0 100.0

INFERENCE :
The above table and chart states that, 77.5% of the respondents Says YES that the company takes action towards the complaint’s lodges by the customer,
22.5% of the respondents says NO
TABLE: 3.0

How do you come to know about Royal Enfield Company

Cumulative
Frequency Percent Valid Percent Percent
Valid Advertisement 14 11.7 11.7 11.7
Observation 13 10.8 10.8 22.5
Friends and relatives 33 27.5 27.5 50.0
Brand image 46 38.3 38.3 88.3
Publicity 14 11.7 11.7 100.0
Total 120 100.0 100.0

INFERENCE :

The above table and chart states that, 11.7% of the respondents come to know Royal Enfield through Advertisement, 27.5% of the respondents belongs
to Friends & Relatives, 10.8% of the respondents belongs to Observation, 38.3% of the respondents belongs to Brand image and 11.7% respondents
belongs to Publicity.
 International Journal of Research Publication and Reviews, Vol 4, no 8, pp 3299-3304 August 2023 3302

TABLE: 4.0

Do you have any plan to buy a Royal Enfield Bike in Future?

Cumulative
Frequency Percent Valid Percent Percent
48 40.0 40.0 40.0
23 19.2 19.2 59.2
49 40.8 40.8 100.0
120 100.0 100.0

INFERENCE :
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: 5.0
Which factors made you to buy Royal Enfield Bike
Cumulative
Frequency Percent Valid Percent Percent
Valid Brand Image 69 57.5 57.5 57.5
Durability 35 29.2 29.2 86.7
Fuel efficiency 15 12.5 12.5 99.2
Low maintenance 1 .8 .8 100.0
Total 120 100.0 100.0

INFERENCE :

The above table and chart states that, 11.7% of the respondents come to know Royal Enfield through Brand image, 27.5% of the respondents belongs to
Durability, 10.8% of the respondents belongs to Fuel efficiency, 38.3% of the respondents belongs to Low maintenance

CHI-SQUARE:

Chi-square is a statistical test used to examine the differences between categorical variables from a random sample in order to judge the goodness of fit
between expected and observed results.

To find out the association between the major problems and actions took by the company.

Ho: There is no significance difference between the major problems and actions took by the company.

H1: There is a significance difference between the major problems and actions took by the company.

Test Statistics
11. .Do you agree company takes action
9. Any major problems after buying Royal towards the complaints lodges by the
Enfield bike? customer ?
Chi-Square 24.000a 36.300b
df 3 1
Asymp. Sig. .000 .000

a. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is 30.0.

b. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is 60.0.

Inference:

From the above table we find the significant value as .000 which is less than 0.05. hence, Ho is rejected and H1 is accepted.

Therefore, here is a significance difference between the major problems and actions took by the company.

Correlation analysis

Correlation analysis in research is a statistical method used to measure the strength of the linear relationship between two variables and compute their
association. Simply put - correlation analysis calculates the level of change in one variable due to the change in the other.

To find out the significance relation between Occupation and the Technology used in royal Enfield bike
 International Journal of Research Publication and Reviews, Vol 4, no 8, pp 3299-3304 August 2023 3303

Ho: There is no significance difference between frequency of Occupation and the Technology used in royal Enfield bike

H1: There is a significance difference between frequency Occupation and the Technology used in royal Enfield bike seen through the past month.

Correlations
18. . What do you think about
6. Occupation Royal Enfield Bike’s Technology?
6. Occupation Pearson Correlation 1 .000
Sig. (2-tailed) 1.000
N 120 120
18. . What do you think about Royal Pearson Correlation .000 1
Enfield Bike’s Technology? Sig. (2-tailed) 1.000
N 120 120
Inference:

From the above table, we find that the significant value is 1.000, which is less than table value 0.05, so the Null hypothesis is accepted and Alternative
hypothesis is rejected.

Therefore, There’s no significance difference between frequency of Occupation and the Technology used in royal Enfield bike.

REGRESSION ANALYSICS

Regression analysis is a statistical method that shows the relationship between two or more variables. Usually expressed in a graph, the method tests the
relationship between a dependent variable against independent variables.

To find out the association between road grip and pick up of Royal Enfield bike

Ho: There is no significance difference between the road grip and pick up of Royal Enfield bike

H1: There is a significance difference between the road grip and pick up of Royal Enfield bike

Inference:

From the above table, we find that the significant value is 0.661, which is greater than table value0.05, so the Null hypothesis is accepted and Alternative
hypothesis is rejected. Therefore, no significance difference between the overall satisfaction and the attention of the online advertisement.

Findings:

According to the survey, there are 120 respondents, table and chart states that, 23.3% of the respondents Say that they have NO PROBLEN in their
Royal Enfield bikes, 13.3% of the respondents belongs to NOISY VEHICLE , 43.3% of the respondents belongs to HIGH MAINTENANCE, 20% of the
respondents belongs to Brand image and 11.7% respondents belongs to LOW MILAGE. According to the survey, The table and chart states that, 77.5%
of the respondents Says YES that the company takes action towards the complaint’s lodges by the customer, 22.5% of the respondents says NO,
According to the survey, table and chart states that, 11.7% of the respondents come to know Royal Enfield through Advertisement, 27.5% of the
respondents belongs to Friends & Relatives, 10.8% of the respondents belongs to Observation, 38.3% of the respondents belongs to Brand image and
11.7% respondents belongs to Publicity. , According to the survey, The 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. , According to the survey From the
above table, we find that the significant value is 1.000, which is less than table value 0.05, so the Null hypothesis is accepted and Alternative hypothesis
is rejected. Therefore, There’s no significance difference between frequency of Occupation and the Technology used in royal Enfield bike. , According
to the survey From the above table, we find that the significant value is 0.661, which is greater than table value0.05, so the Null hypothesis is accepted
and Alternative hypothesis is rejected. Therefore, no significance difference between the overall satisfaction and the attention of the online advertisement.
 International Journal of Research Publication and Reviews, Vol 4, no 8, pp 3299-3304 August 2023 3304

SUGGESTION

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 colours of Royal Enfield Sport at all time & it is available to
customer at right him. Give more advertisement in Chennai City. To come with different colour 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.

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 profits in future years.

REFERENCE

G. MURALI MANOKAR (2013)” A Study on Customer’s Preference Towards Royal Enfield Motorbikes in Coimbatore City, Tamil Nadu” Published
in International Journal of Advanced Research in Business Management and Administration Volume:1, Year: 08December,2013 Pages:91-104

Finn and willing (2003) The most extensively recognized conceptualized of the buyer enthusiasm through is the trust discounting the theory was given
by the Finn, who suggested the fulfilment level is a result of the differentiation amidst expectation and saw execution

Pramod Pathak, Saumya Singh perspective of (innovations, economics &business vol 3 (2004) Investigated about” What Does A purchaser need to
purchase a Bike and “A portion of Advertisement in acquiring decision of bikes “Auto India and Overwork utilize gives by an widespread measure of
information about the various segments gave by various power bikes. Customer satisfaction has been a definitely understood subject in showcasing
practice

Dubey (journal in research in marketing 2005) Starting examination of customer effort. Disregarding various tries to calculate and clear up buyer stiff,
there still does not appear, all in all, to be an understanding as to its definition (Giese and Cote, auto India 2000).

Saumya Singh (Euromonitor international 2006) Purchaser devotion is regularly described as a post use evaluative verdict concerning a specific thing
or organization (Gundersen, Heide and Olsson, 2006).