SYMBIOSIS COLLEGE OF ARTS AND

COMMERCE
PUNE- 411004

TOPIC- STUDY OF AFTER SALES SERVICES OF

ROYAL ENFIELD
SUBMITTED BY – AMARJEET MEDHE
CLASS- M.COM PART II (B)
ROLL NO - 8325
 CHAPTER-1
1.1 Introduction
After Sales Services- A oraganisation’s After sales service is all the help, support
and information that it provides to customers after they have bought a particular product.
It can also be said service to customers who have bought a product. It also refers to various
processes which make sure customers are satisfied with the products and services of the
organization. The modern requirements and demands of the customers must be fulfilled for
them to spread a positive word for the company. In the current scenario, positive word of
mouth plays an important role in promoting brands and products of the company. After sales
service is a key tool to makes sure products and services meet or surpass the expectations of
the customers and fulfill their satisfaction. Time to time or as-required maintenance or repair
of equipment by its manufacturer or supplier, during and after a warranty period. After sales
service includes several activities to find out whether the customer is happy with the products
or not? After sales service is a crucial part of sales management and must not be looked other
way.

After Sales Service means taking care of customers after having sold them your product. That
means having a long term relationship with customers and taking care of them because that
matters most which means coming back to them and keeping them in network and increase
customer loyalty.

It’s very important to have after sales service because every company wants customers to
come back to them for more products and more services and want them to refer you and this
will help a company get good review on any site including social media and that is very
powerful. This increases goodwill of the company in their particular industry.

The first and most important goal of after sales service is to take great care of your customers.
The next goal of after sales service is to shape customer loyalty and trust, which is excellent
for business and good for future sales.

The first of many goal of after sales service is to take great care of your customers. After
sales service that enhances customer value

 Product and service pairings: Pairings are a common for things like smartphones
that can be matched with cases, headphones and other accessories for higher sales and
happier customers. What can be paired with a sale to enrich your customer’s
experience?
 Upsell: The word "upsell" shouldn't be taken as negative. It means finding added
services or products that will give your customer an even higher experience. Try
matching your products with extended warranties, special maintenance services and
other useful programs.
  New products and services: Your customers, from past and present, should be the
first to know when you roll out a new feature. This is a case where consumer aftercare
can also be pre-care for your new product: share the news, then watch as customers
engage and spread the word.
 Customer loyalty program: Advantages and rewards for customers aren't new, but
they’re still powerful at building customer relationships (and sales). If a company
doesn’t have a customer loyalty program in place, maybe it's time to start thinking
about one.

After sales service is a major part of non-price competition often found in oligopoly? After
sales service can be a way to inspire people to buy the product in the first place; it can be
used to advocate the higher price for the good. It also effects the long-term reputation of the
firm and can influence future sales.

Why after Sales Service?

After sales service plays a major role in customer satisfaction and customer retention. It
creates loyal customers. Customers start believing in the brand and get affiliated with the
organization for a longer period of time. They speak positive about the organization and its
products. A satisfied and happy consumer brings more individuals and eventually more
profits for the organization. After sales service plays a central role in strengthening the bond
between the organization and customers.

1.2 Key elements of After Sales Service

 Installation- Setting up of product purchased by customer or buyer in their property
for the further use. This generally happens in heavy machinery industries. The seller
here takes full responsibility of safe mobility and installation of the product.
 User Training - After Sales it is the responsibility of Seller Company to guide the
owner with all details regarding product and how to use it safely and provide proper
training.
 Documentation- Here all the paperwork is taken care of by the seller itself after sale
so that customer does not have to worry about getting all documents together at one
place. Example: After sale of motorbike all the RTO process and documentation is
done by Company on behalf of customer and also provide them with sales receipt.
 Routine Maintenance and emergency Repair- Routine maintenance is nothing but
quarterly or monthly servicing and inspection of the product. Emergency repair comes
into play when the product breakdowns unexpectedly or accidental related
breakdown.
  Online Support – After Sales as we know a company’s job is not over. With advance
in technology it is necessary for every company to have an online support for
customers in order to solve their queries or provide online support like Roadside
assistance in case of automobiles, nearest branch etc.
 Warranty - A written agreement from a company to repair or replace a product that
develops a fault within a particular period of time, or to do a piece of work again if it
is not satisfactory
 Upgrades - It is the responsibility of the company after sale to inform the customer
about any upgrades and updated regarding their product by sending mail or having a
telephonic conversation.

1.3 Features of After Sales Services

 Fluctuating Nature- After sales service does not guarantee same satisfaction every
time. Sometime customer may be fully satisfied and sometimes they may get
frustrated due to bad services. So it does not guarantee same success as may be the
case in last service.
 Requirement of skills- To provide after sale service a company requires highly skilled
workers specialized in their own field.
 Service to customer- It is a service which is provided to the customers after the sales
of a particular product which can be chargeable or not if agreed upon.
 Important Part of Organization- One simply does not buy a product just by looking at
company’s brand image but they also look at their after sales services provided to the
customers.
 Link Between customer and company- After sales of a product the services provided
by company to the customers act as a link between customers and company and keep
them associated with the company.
 Represent Company- After the purchase of a product the buyer then mostly connects
to the company for servicing and accidental issues and by performing these duties
after sales service department represent company.

1.4 Importance of after-sales service

 Good after sales service helps in improving firm’s long-term brand image and brand
loyalty.
 Offering after sales service can help to assure consumers to trust the firm and buy the
service in the first place.
 Sales affected by word of mouth endorsement. Good after sales service can make a lot
difference. In a social media era – poor after sales service can be harmful to reviews
and reputation of firms.
 After sales service invite extra cost on firms. For firms, they need to keep a balance
between keeping the customer happy and not being burdened with expensive
maintenance. For example, a firm may provide one free service, but then they have a
clearly defined price for future service.
  The provision of after sales service differs in importance depending on the type of
good. For example, after sales service and extended warranties are vital for goods like
electrical goods and new cars.
 After sales service can also create an opportunity to sell related products.

1.5 Advantages to offering after-sales services:

 Competitive Advantage – Offer services that your competitors cannot and get an edge
ahead of them.
 Differentiation – Design your package of services as unique and above of the
competition. Customers should feel as if your services are unique and they cannot find
it anywhere else.
 Customer Satisfaction – Grow the overarching value of your solution through ongoing
communication with your customers.
 Customer Loyalty – Happy customers are more likely to renew their services and
refer their colleagues to you and keep their loyalty with the company for long term.
 Increase in Profit – Customer satisfaction leads to enhanced product usage, higher
conversion rates, and bigger average order value.
 Reviews - Due to many social platforms, like Facebook, Twitter, Instagram customers
have become more verbal and open about their experiences with regards to a product.
Great service experience always give brownie points and great reviews.
 Enhance product success- A product is not successful until it’s after sales service is
completed smoothly and carefully because both sales and after sales are important for
success of a product.

1.6 Disadvantages of offering After Sales Services

 Intangibles- Not all after Sales Services are tangible and the some customers may not
understand this aspect of after sales service and argue with executives and sometimes
leading to conflicts.
 Individuality- as we know every person is different and different persons possess
different skills. Example- one cannot ask a paint guy to do engine work. Both works
here are different from one another and different people are appointed for different
work.
 Time- After sales service may sometime take more time than expected and there
always a deadline sword hanging on the workers. If the work is not done in time it
leads to frustrate customers and which makes customers ending up writing bad
reviews about the services.
 Mistrust- As we all know all humans make mistake. A similar fundamental rule can
be applied in after sales service. Sometimes workers unintentionally may provide bad
after sales experience to customers which lead to losing the trust of the customer.
  Difficult valuation- Sometimes a workers may go out of his boundary and help
customers which is good for business but there is no fixed valuation and remuneration
for those services provided.
 Needs lot of attention- After sales service is considered secondary revenue generating
option but it requires more management attention than sales service.

1.7 Methods of providing After Sales Service:

 Simple call to be made few days after the sale to exchange pleasantries and to enquire
about the product experience will show the commitment towards the customer and
customer will feel company looks after them even after the sales.
 Grievance addressable platforms help customers to put forward problems faced with
the product.
 Asking customers for feedback, provide option to rate product and suggestions on
improvement show commitment to provide nothing but the best.
 Rewarding loyal customers for their regular contribution is important as they provide
with constant business and also provide references.
 Call customers once in a while to find out if they would want to try any of the other
products offered by the company.

The relationship you establish with your consumers is therefore essential to ensure a
favorable after-sales service for your company. To do so, here are the 5 steps:

 Thanking your Clients Immediately After their Purchase-If your customer has just
made a purchase then they deserve a thank you and appreciation, whether by sending
an automated email after their purchase or a thank you note added to the invoice
(especially if it’s written by hand) or thanking them personally. It helps customer’s
experience more attractive and you show that he chose well by doing business with
you. In addition, you should also provide with the name of a person to contact in case
of questions, you reassure the buyer that your company is doing everything they can
to help customer.
 Contact your Customer After 1-2 Weeks- One or two weeks after the sale, it is
beneficial to contact your customer to ask them if they are satisfied, received good
service or if they have any questions, if they do have questions then provide them
with solutions. This contact serves only as a mark of attention, not to sell them
anymore. The main aim is to know his appreciation of the product or service sold.
 Maintain Communication-You can continuously be in contact with your client by
sending an e-newsletter to inform them about topics that affect them or benefit them,
or by offering information through articles, videos, guides and webinars to help
advise them on needs. You will show, by maintaining communication, your
professionalism and expertise towards the customer and product. If you provide them
all the information they need, they will be much less likely to go elsewhere.
  Suggest a Second Sale- Now that your customer has confidence and faith in you, it’s
the time to offer another sale. Offering them a new product before everyone else,
service or something related to their previous purchase.
 Ask for Recommendations-If your client acknowledges you, there is no reason not to
recommend you. Happy customers will always be eager to help you provide your
services or products to those around them. Their opinion will be more taken into
consideration than a televised or printed advertisement.

1.8 Ways to delight Customers after Sales

 Cards- A card in the mail gets your company brand into the hands and home of your
customer, reminding them of your company as it sits on their kitchen counter for a
few days. Pick a moment that will be important for the customer, like a birthday
greeting or a thank-you after a sales presentation. Draft your message carefully; be
sure to say that you'll be happy to answer questions. This process can even be
automatic if your CRM integrates with services like Zen Direct or Send out Cards.
 Unique packaging- Good-quality, good service, good-looking packaging is always
worth the investment. Great packaging can be as delightful and cheerful to customers
as the product, whether that means the sleek sophistication of Apple's clean iPhone
boxes or charming and squeezable honey bear bottles. Company can design a great
bag and you may see customers carrying it all over town. That's a form of after sales
service which is good for your customer and (literally) makes your brand look good.
 Coupons –After completion of sale why not offer them another. Gifting a thank-you
coupon to a new customer can start the sales life cycle all over again. If a second
purchase doesn't fit a business, one can think of another approach: create a coupon
which they can gift to their colleague or friends.
 A simple phone call-The human touch is the heart of customer relationships, so
schedule a follow-up call your customers within thirty days of a sale. This is more
than helpful after sales service; you may learn key points, good or bad, about your
product. Don't try to upsell them here; just listen. If they don't answer the phone,
don’t sweat it: leave them a simple message of thanks for their business and let them
know you're available to answer questions.
 Tutorials- Maybe your product is nuanced, a bit complex to learn, or has underused
features. If so, company should try to create or host a tutorial that makes it easy.
Tutorials are a very helpful form of customer aftercare, because they help customers
as they put your brand back on their radar screen.
 Offer Free Shipping Services- Offering free shipping services does not only increase
organization’s online store’s sales volume, it also helps become more visible in e-
commerce websites. Despite the cons, this is still very good for a business since it
offers convenience for the customer, which could lead to more referrals and repeat
buyers. If organization is short on funds and manpower, make it a win-win situation
by only offering free shipping with a certain amount of minimum purchase on their
key product.
  Surveys- a Company should ask their customers how they feel. Customers may want
to offer their feedback in regular surveys. Some businesses may add a coupon when
the survey is complete, so customers can make their voice heard and get value in
return.
 Birthday connections - A timely "happy birthday" email, message or gift can be very
powerful. It also helps company reach customer months after a sale, when their
memory of brand may be fading. Company should try pairing a coupon with a
genuinely-worded email that skips the sales-y tone and wishes them a heartfelt happy
birthday. Best of all, birthday emails are easy to automate and it makes a big
difference.
 Holiday announcements- Holidays are great excuses for renewing customer loyalty.
Tell customers which days all services would be open (or closed) and describe any
promotions or sales a company is running. It’s another opportunity to begin the sales
life cycle anew.
1.9 Tips for effective after-sale service
 The customer is not always right or correct. The goal is not to discredit, disconcert,
belittle or challenge them in a destructive way. It’s usually better to find out the
source or cause of their incorrect perceptions, beliefs or attitudes.
 The customer is never completely wrong or incorrect. There’s usually some aspect of
their perception that is a true reflection of reality as they see it. Consumers can be
informative if we keep an open mind and are friendly to what’s being said. They can
help point out distribution or sales methods that need improvement.
 The customer deserves your best service, regardless of the time of day, day of the
week, or month of the year. The fact that you worked very late last night making an
emergency delivery shouldn’t become the consumer’s problem. These circumstances
and thousands of others like them, if they become the consumer’s problem, may cause
him or her to go to a competitor.
 Don’t pass the buck. Whoever hears about a problem owns the problem. The
company to avoid being defensive or upset when a customer brings you a concern or
complaint. Accept the fact that the problem exists and help get it solved.
 Don’t be too busy for your consumers and don’t make it challenging for them to do
business with you. How many times have you as a consumer gotten the feeling that
you’re an interruption to another salesperson’s day or workload? Try not to treat
customers this way.
 Say what you are willing to do and do what you are willing say. Follow through, keep
up with your promises, honor your commitments, and keep your customer informed
of your progress and development. Customers tend to be more understanding, patient
and tolerant if you regularly communicate with them with integrity and in a timely
manner.
 Show Interest, care and act like you’re glad the customer is doing business with you.
People enjoy doing business with people who appreciate their business. They are
willing to give more of their business to salespeople who are accommodating and
 interested. You show you care by having up-to-date product knowledge and trying to
answer all questions and queries the customer may have.
 Think ahead of the consumer with a problem-solving attitude. To bloom and build
repeat business, salespeople should try to forecast customer needs and problems. It
will be too late if company waits for the customer to bring their problems to them or
communicate their future desires and needs.

Therefore, services given to customers after sale of product are more valuable to satisfy
customer needs, after sale service is very important for organization to retain customers for
a long duration and generate high profitable relationship with organization. Many authors
feel and agree that organization can achieve more than their daily turnover due to after sale
service that they provide to customer during a life cycle of a product.

CHAPTER-2
2.1 Royal Enfield Company Profile
Siddharth Lal is currently the CEO of Royal Enfield

Let’s take a look at Royal Enfield profile Year wise and their achievements
1891-R.W. Smith and Albert Eadie take over the Townsend Cycle Company in Redditch,
UK. Soon after, they start supplying precision machine parts to the Royal Enfield Small Arms
Factory in Enfield, Middlesex. Their undertaking is renamed the Enfield Manufacturing
Company Limited.

1893-Enfield Manufacturing Ltd. becomes Royal Enfield – ‘Royal’ being taken from the
Royal Small Arms Company. The trademark ‘Made like a gun’ is introduced.

1898-R. W. Smith designs a prototype motorised vehicle, a four wheel bicycle known as a
quadricycle. It uses a proprietary 1 1/2 hp De Dion engine.

1900-Royal Enfield delves into motorsport when one of its quadricycles enters a 1000 Mile
Trial. The event does much to persuade the British public about the viability of motorised
transport.

1901-The first Royal Enfield motorcycle is produced. Designed by R. W. Smith and

Frenchman Jules Gotiet, it has a 1 1/2 hp Minerva engine mounted in front of the steering
head. The final drive is at the rear wheel by means of a long rawhide belt.

1914-Royal Enfield's first 2-stroke motorcycle goes into full production. As Britain becomes
more deeply involved in World War I, production ceases on all other Royal Enfield
motorcycles barring this machine and the company’s biggest motorcycle, the 770cc 6 hp V-
twin.

1924-Continuous development results in a range of 8 models, including the launch of the

Sports Model 351, the first Royal Enfield 350cc OHV 4-strokemotorcycle with foot operated
gear shift. It is powered by a JAP engine. A 225cc 2-stroke step-through 'Ladies Model' is
also released.

1928-Royal Enfield adopts saddle tanks in place of outmoded flat tanks. It is also one of the
first manufacturers to change its front fork system from a Druid design to Centre-sprung
girder forks.

1930-The decade begins with a diverse eleven model range, from the 225cc 2-stroke Model
A to the 976cc V-twin Model K. Also, the new 350 and 500cc side-valve and overhead valve
machines with dry-sump lubrication are produced.

1932-The legendary "Bullet" motorcycle is born. It is first displayed in November 1932 at the
important Earls Court Motorcycle Show in London. Three versions: 250, 350 and 500cc are
available, all with inclined 'sloper' engines, twin-ported cylinder heads, foot operated gear
shift and high compression pistons.

1936-The 500cc Bullet is radically changed the with the release of a new sporting version, the
Model JF, featuring a 4-valve cylinder head.

1939-Royal Enfield produces large quantities of motorcycles and bicycles during the Second
World War. The most iconic military model is the 125cc 'Airborne' motorcycle known as the
Flying Flea. This 125cc 2-stroke can be loaded into a specially fabricated parachute cradle
and dropped with paratroops behind enemy lines.

1948-The 350cc Bullet prototype, with radical swinging arm rear suspension is previewed in
the Colmore Cup Trial of March 1948. Two Bullets form part of the victorious British team
in the 1948 ISDT (International Six Day Trial), held in Italy. Both their riders win gold
medals.

1949-The new 350cc Bullet and 500 Twin models are launched in the UK. Both bikes share
the same frame, swinging arm suspension, telescopic front forks and gearbox. K. R.
Sundaram Iyer launches Madras Motors to import British motorcycles into India. Besides
Norton and Matchless machines, he sells Royal Enfields.

1952-Madras Motors receives an order from the Indian Army for 800 350cc Bullets. The
motorcycles arrive from Redditch in early 1953 and prove to be a great success, being both
hardy and easy to maintain. Johnny Brittain wins the prestigious Scottish Six Days Trial on
his 350cc Bullet, “HNP 331”.

1955-The Redditch company partners Madras Motors in India to form 'Enfield India'. Work
commences on the construction of a purpose-built factory at Tiruvottiyur, near Madras.

1956-The Tiruvottiyur factory opens and Bullets begin to be manufactured under license.
Early production is based on machines that come from England in kit form which are then
assembled in Madras. A total of 163 Bullets are built by the end of the year.

1957-Johnny Brittain wins the Scottish Six Days Trial on a Bullet for the second time and
also finishes top of the British Trials Championship. The 250cc Crusader model is launched
in Britain. Producing 13 bhp, the motorcycle features a unit construction engine and
alternator electrics with coil ignition.

1964-The iconic Continental GT café racer is launched to great acclaim when a team of
photojournalists ride it from John ‘o Groats to Lands’ End in under 24 hours, by way of 7
laps at the Silverstone circuit. The GT features a racing petrol tank, clip-on handlebars, rear
sets, a humped race seat, rev counter and a swept-back exhaust.

1967-With only two models left in production at the start of the year – the 250cc Continental
GT and the 736cc Interceptor – Royal Enfield’s Redditch facility closes down. Production of
the Interceptor continues at Enfield’s underground facility in Bradford on Avon.

1977-Royal Enfield India begins exporting the 350cc Bullet to the UK and Europe. Sales
grow rapidly as the bikes develop a following amongst classic British motorcycle enthusiasts.

1989-A new 24 bhp 500cc Bullet is released. The bike is primarily aimed at export markets,
where it is available in Classic, Deluxe and Superstar trim along with the 350.

1993-Enfield India produces the world's first and only mass-manufactured diesel motorcycle.
Known as the Enfield Diesel, it used a highly fuel efficient 325cc power unit installed in the
standard Bullet rolling chassis.
1994-The Eicher Group acquires Enfield India Limited. The company is renamed Royal
Enfield Motors Limited.

1997-Forty Royal Enfield motorcycles tour Khardung La, the world’s highest motor able
pass, setting a precedent for epic rides in some of the world’s most difficult terrain.

1999-Utilising the design skills of Austrian experts AVL, production of a revised 350cc all-
aluminum lean-burn Bullet engine, known as the A350, begins at a new Royal Enfield plant
near Jaipur, Rajasthan.

2001-The Daredevils, the motorcycle display team of the Indian Army Corps of Signals,
Jabalpur, forms a human pyramid of 201 men on ten 350cc Enfield motorcycles, riding a
distance of more than 200 meters.

2002- The Thunderbird, a stylish lean burn cruiser is launched in India. It features the first 5-
speed gearbox used on a Royal Enfield since 1965 in Redditch. More than a 1000 Royal
Enfield motorcycles of all ages descend on Redditch for the Royal Enfield Owner’s Club
Redditch Revisited event.

2004-The Electra X, an export Bullet with a 500cc version of the all-alloy lean burn engine,
goes on sale. The retro-styled ‘Bullet Machismo’ is rated the ‘No.1 Cruiser’ in a TNS Auto
car survey.

2005- Royal Enfield celebrates its 50th anniversary in India.

2008-Royal Enfield begins exporting the Classic, India’s first 500cc EFI, and Euro III-
compliant motorcycle, to European markets. The Thunderbird Twin spark is launched with
the new Unit Construction Engine (UCE) in India.

2009-The 500cc UCE engine is launched in India. The retro-styled Classic version achieves
cult status immediately and sales grow rapidly.

2011-The company launches its first annual 'One Ride', where all Royal Enfield riders across
the world are encouraged to go for a ride on the first Sunday in April. Royal Enfield acquires
50 acres of land at Oragadam near Chennai for its new plant. A factory organized trip crosses
the border with ‘Tour of Nepal’.

2012-Royal Enfield launches its first highway cruiser, the all-black Thunderbird 500. Work
on the new Oragadam factory continues briskly while the Tiruvottiyur plant sets new
production records.

2013-Royal Enfield commences manufacturing at its second facility at Oragadam, Tamil

Nadu. With increased capacity, the state-of-art factory will be the nucleus of the company's
global ambitions in the future.

2013-Forty-eight years after developing the world’s first production café racer, Royal Enfield
rolls out the all-new Continental GT. Rockers, critics and riders agree that it is the most fun
one could ever have on a motorcycle.
2014-Royal Enfield introduces a new retail experience with the opening of the first-of-its-
kind exclusive gear store at Khan Market, New Delhi.

2015-Royal Enfield acquires erstwhile collaborators Harris Performance of the U.K., a

motorcycle engineering and design firm to enhance its engineering and product design
capabilities.

2015-Royal Enfield sets up its first direct distribution subsidiary outside India, in North
America. Royal Enfield's North American headquarters are located in Milwaukee, Wisconsin.

2016-Royal Enfield debuts the Himalayan. With the all-new LS410 engine and terrain-tested
suspension, it promises the ride of a lifetime on all roads and no roads.

2017-Royal Enfield moves into its fully operational Technology Centre in UK at

Bruntingthorpe Proving Ground, Leicester.

2017-Royal Enfield commences production from its third manufacturing facility at Vallam,
near Chennai.

2018- Royal Enfield launched Royal Enfield Continental GT 650 and Royal Enfield
Interceptor 650 for their Indian customers. Royal Enfield Continental GT 650 being upgraded
version of Royal Enfield Continental GT 500. RE also launched Thunderbird 350X and 500X
like their old siblings all performance is same but launched with new designs and colors.

2019- The third motorcycle which is expected to get powered by the newly developed 650cc
twin engine is the Himalayan 650. Chances are that the bike might be launched in the Indian
market by the end of 2018, or towards the 2019 start. It will be the second bike in the
Himalayan range from Royal Enfield and will be slightly costlier than other two twins.

2.2 Products of Royal Enfield

 Interceptor 650  Continental GT

 Thunderbird 500  Thunderbird 350
 Thunderbird 500x  Thunderbird 350x
 Himalayan  Classic 500
 Classic Pegasus  Classic 350
 Bullet 500  Bullet ES
 Bullet 350  Classic Dessert Storm

2.3 Some Specifications of Royal Enfield Bikes

1. Royal Enfield Classic 350
Price Range: Rs. 1.39 - 1.62 lakh Ex-showroom Price
Engine Displ. : 346 cc Power: 20.07 PS @ 5250 rpm
Mileage: 37 Kmpl No Of Gears: 5 Speed
 Fuel System: Fuel Injection ABS: Dual Channel
Head Lamp: Halogen Wheels Type: Spoke
Tyre Type: Tube Standard Warranty (Years): NA
2. Royal Enfield Classic 500
Price range: Rs. 1.79 - 2.17 lakh Ex-showroom Price
Engine Displ. : 499 cc Power: 27.57 PS @ 5250 rpm
Mileage: NA No Of Gears: 5 Speed
Fuel System: Fuel Injection ABS: Dual Channel
Head Lamp: Halogen Wheels Type: Spoke
Tyre Type: Tube Standard Warranty (Years): Y
3. Royal Enfield Himalayan
Price Range: Rs. 1.79 - 1.81 lakh Ex-showroom Price
Engine Displ. : 411 cc Power: 24.83 PS @ 6500 rpm
Mileage: 29.48 kmpl No Of Gears: 5 Speed
Fuel System: NA ABS: Dual Channel
Head Lamp: Halogen Wheels Type: Spoke
Tyre Type: Tube Standard Warranty (Years): Y
4. Royal Enfield Classic 500 Pegasus Edition
Price: Rs. 2.17 lakh Ex-showroom Price
Engine Displ: 499 cc Power: 27.57 PS @ 5250 rpm
No. of Gears: No. of Gears Fuel System: Fuel Injection
ABS: Dual Channel

5. Royal Enfield Thunderbird 350X

Price: Rs. 1.62 lakh Ex-showroom Price
Engine Displ. : 349 cc Power: 20.07 PS @ 5250 rpm
Mileage: NA No Of Gears: 5-Speed
Fuel System: Carburetor ABS: Dual Channel
Head Lamp: LED Projector Wheels Type: Alloy
Tyre Type: Tubeless Standard Warranty (Years): NA
6. Royal Enfield Thunderbird 350
Price Range: Rs. 1.50 - 1.55 lakh Ex-showroom Price
Engine Displ. : 346 cc Power: 20.07PS @ 5250 rpm
Mileage: 40 Kmpl No Of Gears: 5 Speed
Fuel System: Fuel Injection ABS: Dual Channel
Head Lamp: Halogen Wheels Type: Spoke
Tyre Type: Tube Standard Warranty (Years): Y
7. Royal Enfield Thunderbird 500X
Price Range: Rs. 1.99 - 2.13 lakh Ex-showroom Price
Engine Displ. : 499 cc Power : 27.57 PS @ 5250 rpm
Mileage : NA No Of Gears : 5-Speed
Fuel System: Fuel Injection ABS: Dual Channel
Head Lamp: LED Projector Wheels Type: Alloy
Tyre Type: Tubeless Standard Warranty (Years): NA
 8. Royal Enfield Thunderbird 500
Price Range: Rs. 1.91 - 2.05 lakh Ex-showroom Price
Engine Displ. : 499 cc Power: 27.5 PS @ 5250 rpm
Mileage: 30 Kmpl No Of Gears: 5 Speed
Fuel System: Fuel Injection ABS: Dual Channel
Head Lamp: Halogen Wheels Type: Spoke
Tyre Type: Tube Standard Warranty (Years): Y
9. Royal Enfield Bullet 350
Price Range: Rs. 1.16 - 1.33 lakh Ex-showroom Price
Engine Displ. : 346 cc Power: 20.07 PS @ 5250 rpm
Mileage: 40 Kmpl No Of Gears: 5 Speed
Fuel System: Carburetor ABS: no
Head Lamp: Halogen Wheels Type: Spoke
Tyre Type: Tube Standard Warranty (Years): Y
10. Royal Enfield Interceptor 650
Price: Rs. 2.50 lakh Ex-showroom Price
Engine Displ. : 648 cc No of Cylinders: 2
Torque: 52 Nm @ 4000 rpm Power: 47.65 PS @ 7100 rpm
Top Speed: 146.96 kmph ABS: Dual Channel
Head Lamp: Halogen Tachometer: Analogue
Tyre Make: NA
11. Royal Enfield Continental GT 650
Price: Rs. 2.65 lakh Ex-showroom Price
Engine Displ. : 648 cc No of Cylinders: 2
Torque: 52 Nm @ 4000 rpm Power: 47.65 PS @ 7100 rpm
Top Speed: NA ABS: Dual Channel
Head Lamp: Halogen Tachometer: NA
12. Royal Enfield Bullet 500
Price: Rs. 1.74 - 1.87 lakh Ex-showroom Price
Engine Displ. : 499 cc Power : 27.57 PS @ 5250 rpm
Mileage: 30 Kmpl No Of Gears: 5 Speed
Fuel System: Fuel Injection ABS : Dual Channel
Head Lamp: NA Wheels Type: Spoke
Tyre Type: Tube Standard Warranty (Years): Y

2.4 After Sales Services of Royal Enfield

 Royal Enfield Provides Free Servicing Schedule
Service KMS DAYS
st
1 500 40
nd
2 3000 85
rd
3 6000 175
th
4 9000 258
 Royal Enfield Also Provides Warranty to all its bikes and even after warranty period
is finished they provide the option of extending warranty period.
 As a well developed Brand in India Royal Enfield Also looks after the customer
safety. After the sale of every bike they provide the new bike owner with a free Royal
Enfield Bike Helmet.
 After Sale Royal Enfield provides its customers with free roadside assistance
anywhere in India for 3 years from the date of sale of the bike.
 In 2014 Royal Enfield launched their own riding gears for customers after sales.
 After the sales Royal Enfield invites its existing customers to join them for royal
Enfield bike rallies.
 Royal Enfield also delivers the bike at your doorstep if demanded by the customer.
 They also provide after sale servicing at your doorstep.
 After every servicing Royal Enfield texts the owner about the amount due and if they
do not get response they even call customers. Royal Enfield has setup very well
furnished and organized customer lounge so that customer do not get frustrated
waiting for their bike.
 They offer latest automobile magazines and beverages so that customers are satisfied
and
Feel relaxed and get to know about latest models and advancements in the
automobiles.

2.5 Royal Enfield Competitors

Royal Enfield brand has been around for a long time now. It has gained a cult status and
many manufacturers have tried to challenge the retro-brand with their products but none have
gained the fan base as big as Royal Enfield. Here are ten new challengers that seek to attract
buyers away from Royal Enfield. Here are some competitors to Royal Enfield

 Bajaj Dominar Adventurer- Bajaj launched the Dominar in India while keeping an eye
on the Royal Enfield’s market share. However, the Dominar has not gained as much
popularity as Bajaj would have liked. Bajaj earlier registered the name ‘Adventurer’ in
May this year and there’s a strong possibility that Bajaj will launch an adventure version
of the Dominar in the near future.
 KTM 390 Adventure- Render of the 390 Adventure. KTM is working on an Adventure
version of the 390 Duke and the motorcycle has been spied several times while testing in
its homeland, Austria. The 390 Adventure will take on the Royal Enfield Himalayan,
which has seen a decent success in the Indian market. The Adventure will get longer
travel suspension, a new headlamp set-up and spoke-wheel tyres. The single-cylinder
373cc engine is expected to remain same but KTM may change the gearing or the engine
tune to add a stronger low-end torque to the Adventure.
 Jawa 350 OHC- the Jawa brand will come back to India with Mahindra, who now own
the rights to sell Jawa in India and other South East Asian nations. Jawa will launch the
350 OHC, which will take on the Royal Enfield Classic 350 in the market. The retro-
styled Jawa is powered by 350cc two-stroke engine sourced from a Chinese company,
 Shine ray. The engine produces 26 Bhp – 32 Nm and is mated to a 4-speed manual
transmission.
 Benelli Imperiale 400- Benelli showcased the Imperiale 400 at the EICMA and it will be
launched in India to take on the Royal Enfield Classic 350 and Classic 500. The retro-
styled cruiser is powered by a 373cc, air-cooled, fuel-injected engine that produces a
maximum power of 20 Bhp and 28 Nm. It will be showcased at the 2018 Auto Expo and
will be launched subsequently.
 Benelli Leoncino- The Benelli Leoncino will be launched in India next year and was
showcased at the EICMA. The scrambled styled motorcycle looks quite good and will be
available in two variants – one for off-road and another for tarmac use. The Leoncino is
powered by the parallel-twin 500cc engine that produces a maximum power of 47 Bhp –
45 Nm.

2.6 Royal Enfield Growth in 2018

 Royal Enfield had an okay month by its standards, selling 69,377 units, registering a 2
percent growth over sales of August 2017 of 67,977 units.
 Royal Enfield sold a total of 69,377 units in August 2018 as compared to 67,977 units in
August 2017, recording year-on-year growth of just 2 per cent. Domestically, the
company sold 68,014 units which is again a 2 per cent increase from 66,872 units sold in
August 2017. The company's exports grew by 23 per cent with 1,363 units exported in
August 2018 as compared to 1,105 units exported in August 2017. Till now, Royal
Enfield has sold 354,740 units in India as opposed to 308,911 units sold during the same
time last year, indicating a growth of 15 per cent. Similarly, the exports too grew by 20
per cent with 9,061 units exported in the year till date in comparison to 7,523 units
exported during the same time last year. Coming to overall sales (Domestic+Exports)
Royal Enfield sold a total of 363,801 units in the financial year so far and it is again a
growth of 15 per cent when compared to 316,434 units sold during the same time last
year. Royal Enfield sold 225,286 motorcycles in the Q1 2019, registering a growth of 23
per cent over 183,731 motorcycles sold in the same period last year.
 Royal Enfield is one of the most profitable motorcycle companies in India and it posted
its best ever performance in the quarter ended in June 2018. The Revenue from operations
rose 27 per cent to a record Rs 2,548 crores (net of excise duty) in the quarter, compared
to the same period last year.
 The Profit after Tax grew by 25 per cent to Rs 576 crores from 460 crores in the same
period last year. The EBITDA percentage recorded rose to 31.8 per cent this quarter from
31 per cent in the same period last year last year.
 CHAPTER-3
LITERATURE REVIEW
A literature review discusses printed data during a specific bailiwick, and typically
knowledge during a specific bailiwick inside an explicit amount of your time.

A literature review will be simply an easy outline of the sources, however it always has
Associate in nursing structure arrangement and combines each outline and synthesis. An
outline could be a précis of the vital data of the supply; however a synthesis could be a re-
organization, or a shuffling, of that data. It would provide a new interpretation of recent data
or mix new with recent data, or it would trace the intellectual progression of the sphere, as
well as major debates. And counting on the case, the literature review might value the sources
and guide the reader on the foremost pertinent or relevant.3.1 Literature Review

Literature review is often any assortment of materials on a subject, not essentially the good
literary texts of the planet. “Literature” can be something from a collection of state pamphlets
on British colonial strategies in Africa to intellectual articles on the treatment of a torn ACL.
And a review doesn't necessary mean that your reader desires you to provide your personal
opinion on whether or not or not you liked these sources.

A literature review surveys books, learned articles, and also the different sources relevant to a
particular issue, house of research, or theory, and by so doing, provides a top level view,
summary, and important analysis of these works in reference to the analysis draw back being
investigated. Literature reviews area unit designed to provide AN outline of sources you have
got explored whereas analyzing a particular topic and to demonstrate to your readers but your
analysis fits among a bigger field of study.

3.2 Features of Literature Review

 Depending on true, price the sources and advise the reader on the foremost pertinent
or relevant analysis, or
 Usually inside the conclusion of a literature review, establish where gaps exist in but a
retardant has been researched to the current purpose.
 Give a new interpretation of recent material or combine new with recent
interpretations,
 Trace the intellectual progression of the sphere, in conjunction with major debates,

3.3 The Purpose of a literature review

 Place each work in the background of its contribution to understanding the research
problem being studied.
 Describe the connection of every work to the others into consideration.
 Identify new ways that to interpret previous analysis.
 Reveal any gaps that exist within the literature.
 Resolve conflicts amongst on the face of it contradictory previous studies.
  Identify areas of previous scholarship to stop duplication of effort.
 Locate your own analysis at intervals the context of existing literature [very
important].
 Point the approach in fulfilling a desire for added analysis.

After sale service is a rapidly spreading concept in many industries and organizations are
very dependent on customer, satisfaction as their customer are satisfied their productivity
increases otherwise they have to lose the market share. The after sale value line includes time
to time delivery, installation of the product to customer, good warranty terms and conditions,
enhanced service quality, proper feedback from customer about the full service, product and
job done according to majority recommendations of the consumer. All these after sale value
line are considered very important part of after sale service, and through proper utilisation of
this value line organization can increase customer satisfaction and increase the productivity
of the organization.

Delivery: Now days many organizations provide delivery services to its consumers at their
doorsteps; they note the proper address and deliver the product to customer’s destination.
Many researcher and authors discuss delivery of the product to be effective and results in
enhanced sale and productivity. Delivery of the product characterized by two dimensions i.e.
Swiftness and reliability (Michael, 2001) and ensuring that right product at right time in right
quantity from right source delivered to right person at right price.

Installation: Installation is to fix product, installation is the very first component of after
sale or delivery of the product and is considered to generate more profitable sale. The
basic reason for offering installation to consumers is after sale economies, to take
competitive advantage and customer demand . When installation goes wrong way then it
may cost more to the company as the customer may go for case and company may have to
pay high amount to the customer or spent a lot of time and money on the case.

Warranty: A warranty is assumed as a duty of seller, it is a responsibility for seller and a

satisfaction for the buyer that the product will last for long term (Udell and Anderson, 1968).
The main objective of offering warranty is to show that the product will function and last for
a longer time compared to competitor’s products. To offer warranty organizations must boost
the quality of a product to the extent that they can create a dependable and better product and
offer long-term warranty to their customers.

Service quality: This is one of the main category where companies face problems these days,
this problem is mainly in service sector where customer often complaint about the quality of
service. It occurs when consumer use the product or service and feels uncomfortable with it.
It also arises when consumer do not like the quality of after sale service like warranty,
installation and delivery services. To retain and delight consumer to greater extent it is
necessary that service quality should be high (Cronin, J. and Taylor, S. 1992). Functional
quality is very necessary dimension in services and dimensions of quality are
interrelated.
Feedback: Customer feedback is considered very critical these days. Organizations are more
customer oriented therefore they want to know customer needs and wants in the product or
service. Such information can be useful in designing of products and services that are
more convenient for customers they tend to buy their product and hire their services. When
a customer is unsatisfied with the product or service, there are two options available to the
customers. The first one is to boycott the particular product and chose among the other
products available. The second option is to make suggestions or complaints for the
product; this response from the customers is important for the organization to improve
(Barlow and Moller, 1996). Feedback can be collected through different procedures like
comment cards, toll free numbers, through telephonic conversations or through internet
websites.

Customer satisfaction: Organizations are more customers centric they have to fulfill demands
of their customers; the satisfied customer enables organization to retain more customers,
which results in high sale turnover, higher level of productivity and profit to the organization.
Customer satisfaction is related with loyalty of the customer and financially balanced
performance of the firm (loveman, 1998). Customer satisfaction must be the principal
objective of the organization for prosperity and growth (Pertson and Willson, 1992).

Fig 1.1 Customer Satisfaction Model

Relationship

Delivery of product/service with customer satisfaction: Proper planning for Delivery of

service towards the customer boosts the customer satisfaction and loyalty towards the product
(Rajesh and Uday, 2004). Due to technological progress the product life cycle time shrinks,
so organizations must make sure timely delivery of the product, for this IBM introduces the
integrated product delivery framework.

Integrated delivery framework provides four options for administering delivery, product
program management, enterprise release management, quality and test lab management and
definitive software library. Delivery of the product enhances the customer satisfaction
extremely (Shaharudin et. al., 2009).

Warranty of the product/service with customer satisfaction: With a Better warranty terms a
customer can get enhanced benefit of purchasing cost for repair or technical damage of the
product this result in greater sale and profit. Long warranty time is also one of the
bundles of satisfaction the consumer (Shaharudin et. al., 2009).

A warranty is assumed a duty for seller; it is a responsibility for seller and a satisfaction for
the buyer that the product will last for long term (Udell and Anderson, 1968). Many weak
organizations offer better warranty terms than their competing product to gain
competitive advantage. Companies consider brand loyalty is result of customer satisfaction.
Therefore, credibility gap can be filled through offering improved warranty terms (Fisk, G.
1970). Valuable warranty terms and time enhances satisfaction of customer.

Quality of service / product with customer satisfaction: Quality of the service helps in
determining the organizations international delivery system for the product or service,
customer satisfaction and quality of service have occasional relationship with each other and
service quality influence the future purchase behavior (H, -H. Hu et al., 2009).

To retain and satisfy consumer to greater extent it is necessary that service quality should be
at its very best. (Cronin, J. and Taylor, S. 1992). Quality of service/product has decisive
positive impact on customer satisfaction.

Customer feedback with customer satisfaction: Appropriate feedback from customers and
changes in products as per to the feedback increases satisfaction of the customer and
blight the product to customer’s requirement, consumer then becomes loyal for the brand
of the product. Feedback enhances the interaction of organization and consumer,
organization get many creative replies through feedback (Barlow and Moller, 1996).

To make suggestions or complaints for the product, response from the customers is important
for the organization to improve (Barlow and Moller, 1996) the product or service for
customers. Properly management of customer feedback increase customer satisfaction.

3.4 After Sales Services from different Articles

Relationships between buyers and sellers can be seen as the one between wives and husband
(Levitt, 1983; Dwyer et al., 1987)

The relationship linking a buyer and a seller sometimes ends after a purchase transaction; the
blueprint of the relationship affects the decision of the buyer on the next round of purchase.
This can typically be connected with the dynamics of services and products negotiated in a
transaction between the buyer and the seller. (Levitt, 1983)

Due to the growing complexity of products, companies must offer greater assurances (Ettorre,
1994). With greater assurance the buyer decides to not only buy an item (to have a casual
affair), but is intending to buy an augmented product where the product represents a bundle
of values that satisfies the buyer, and the buyer intend to enter a bonded relationship (to get
married) (Levitt, 1983). The success of returning customers is inevitably dependent on
creating relationships (Gutek et al., 2002); thus, the selling company needs to understand and
plan a strategy to manage the ‘partner’ prior to the “wedding” (Levitt, 1983).

Udell and Anderson, 1968

A warranty is assumed an obligation for seller; it is a responsibility for seller and a

satisfaction for the buyer that the product will run in long term.

Syed Saad Andaleeb and Amiya K. Basu, 1994

Both authors examined the relationship between a customer's judgment of the service quality
of an automobile service/repair facility and five factors influencing it: anticipated fairness of
the facility and its personnel, empathy, responsiveness, reliability, and convenience.
Perceived fairness was found to be an important determinant of service quality evaluation and
its importance depended on the complexity of the task involved and the customer's
knowledge of automobile repairs. In particular, when the task was complicated and the
customer did not feel knowledgeable, perceived fairness was found to be significantly more
important than any of the other four factors.

Muruganandam, 1997

His study "A Consumer Brand Preference for Motor Cars in Coimbatore City”. Stated that
the factors that persuaded consumers in the preference of a car were price and design, and
after sales services provided by the dealer. Price and design influenced more consumers to
buy Maruti and Ambassador Cars and further revealed that the after-sales service was good.

Rajesh and Uday, 2004

Organization with no strategic plan for delivery of product or service is similar to that person
who starts his/her journey without knowing the final destination.

Rajneesh Katarne, and Satyendra Sharma, 2010

Their paper aimed at the analysis of current service quality level of a typical automobile
dealership in an Indian city. The study was conducted using a classic survey of respondents,
the owners of one of the popular brand vehicles. In their paper, satisfaction/dissatisfaction of
the customer has been analyzed using standard statistical tools, and an attempt has been made
to find out causes for dissatisfaction. The current performance of a service Centre was not
found up to the mark as expected. Crucial suggestions were made and the service Centre had
started executing them for the improvement in the current service quality level.

Md.Hussain Kabir and Therese Carlsson, 2010

This research discussed and analyzed expectations and perceptions about service quality in
Destination Gotland. The aim was to analyze and research about the role of service quality
for creating customer satisfaction and to find out the gap between expectations and approach
through the customer point of view. The survey was built as a case-study and was based on
the quantitative method. The results from the different aspects show that there is a gap
between the expectations and perceptions, which means that the customers are not fully
satisfied with the service quality at Destination Gotland.

Pegah Mohamadi, February 2011

After-sales improvements can only take place with a realization that customer
satisfaction would be strongly influenced by the quality of the after-sales delivery. After
sales presents various potential that producers can use to strengthen their operations.
However, the difference between the existence of potential and the actual achievement
of competitive advantage must be taken into attention. Potential can only be converted
to competitive advantage if the organization is able to influence customers to place
equal subjective value on that aspect of the organization’s offerings.

Prof. Pallawi B. Sangode, 2011

His research paper was based on the data of comparative study of service quality of Maruti
Suzuki and Hyundai Showrooms in Nagpur. Service quality is a major aspect of service
plans, and this is especially the case with automobiles, where considerable profits are
generated in the servicing of vehicles.

Seyed Mohammad Sadeq Khaksar,2011

The main objective of this paper was to study the effect of technical and electronic after-sales
services on entrepreneurial opportunities. This study was a detailed research that typically
used the data derived from questionnaires. The population of this study included all Soren car
owners in Tehran, who purchased their cars in 2009. Soren is a model of Samand (unveiled in
2008), and Samand is an Iranian car brand manufactured by Iran Khodro (IKCO) using local
manufacturers for its parts and accessories. The results of this study showed that technical,
after-sales services in Iran- Khodro Company are effective on entrepreneurial opportunities
based on market and product

Dr. M Shivalingegowda, Girisha M C, 2013

It is vital that the company to adopt a good after-sales service management to increase the
effectiveness and efficiency to serve the customer. For example, by implementing
comprehensive customer relationship management (CRM) with sophisticated software and
analytical tools. This can help to combine customer information and build stronger
capabilities in delivery, installation and Warranty. The Company should not make delay in
the claim made by a customer and try to fulfill its promises either by repairing or replacing
with a new product.

Duwaraka Yoganathan, 2015

After Sales service plays an important role in customer satisfaction and customer retention. It
generates loyal customers. In that way After Sales service plays a pivotal role in
strengthening the bond between the organization and its customers.

Elaine Allison, 2016

If the customer is not happy, they won’t come back and they won’t recommend a company
and they may even speak poorly of the service or quality of their device, not only at coffee
but now online to 500 of their friends.

Sanjupa Giri and Kumar Thapa, 2016

After sales service plays a big hand in customer satisfaction. The relationship between after
sales service and customer satisfaction is Conclusive and positive and there is positive
interrelationship between after sales service and intent to repurchase Sales Service in
Customer Satisfaction.

Gary Brooks, 2017

After-sales service is a key profit lever and competitive differentiator, and brands that
embrace it-and always keep a customer focus in mind—will continue to drive revenue even
during periods of market change.

Melissa Toutant, 2017

There are several ways to provide after-sales services to your customers, including
newsletters and email marketing. With an automated sequence of personalized emails, one
can easily follow-up with their customers and will give the best chance to retain them and
make other new sales.

Santosh Kumar Yadav, 2017

After-sales service plays a major role whether it is before buying a product or after buying the
product. One of the basic evaluation criteria for customer satisfaction is availability of after-
sales service. In today's modern world, after-sales service quality can be measured by
administering a customer satisfaction survey.

Maneesh Sharma, 2018

After Sales Services includes every step undertaken for the welfare of the customers. These
are the steps there to support and encourage the growth of products for the satisfaction of
both the parties. It also includes carrying out various activities to know if the customer is
happy with the sale or not, if not then reason for not to be found out and work on them.

Gill Devine, 2018

Shifts and Advancements in technology, demographics, healthcare, energy, politics and the
economy over recent years are serving as a catalyst for massive transformation across
industries, especially manufacturing. Customers’ rising expectations and demands increased
competition for new product sales are driving manufacturers to embark on journeys to
transform their after-sales service functions to maximise product uptime – ultimately
delivering a superior customer experience and improved financial performance with superior
product quality.

.
 CHAPTER-4
Research Methodology
4.1 Statement of the Problem
Definition
Statement of the problem is used in research. Research is going out there and looking for the
unknown. It is a systematic investigation to establish facts and reach new conclusions. It’s
born out of problem hence the phrase statement of a problem or problem statement arises.

Problem Statement is a description or lack that needs to be solved or at least researched to

see whether a solution can be found.

It can also be described as a gap between the real and the desired or a contradiction between
principle and practice.

The Ultimate Goal of a Problem Statement is to transform a generalized problem into

targeted, well defined problem. One that can be resolved through focused research and
careful decision making.

Our Topic of the problem in this Research Paper is dealing with After Sales Services of
Royal Enfield. In the research we will aim at seeing all the After Sales services of Royal
Enfield and having a look at it from both customer point of view as well as company point of
view.

As we Know after Sales Services of any Company plays very important role in Profit
Generation. It is all the help, support and information that it provided to customers after they
have bought a particular product.

Our Problem in this Research Paper is whether after sales services of Royal Enfield is as
good as their brand name or is it just another brand which promises high and delivers
nothing.

After the Fully completing research I will then reach to my conclusion of whether Royal
Enfield is as good as their brand name or is it just another brand which promises high and
delivers nothing.
4.2 Scope of Study
The scope of the study basically refers to all those things that will be considered and covered
in the research project. It defines clearly the extent of content that will be covered by the
means of the research in order to come to more convincing conclusions and give conclusive
and satisfactory Outcomes to the research.

The scope of the study has to be defined at a starting stage and that is very important. It
cannot be done in the later phase of doing the research as it creates a lot of uncertainty about
the research goals. If the researcher fails to define the scope at the initial stage itself it is most
certain that the research would eventually not meet the expectations set by the dissertation
committee.

In order to write a comprehensive and beneficial scope, all the important things to be
included are the outline of the limitations of the study, the specifications about the data that
has been used for research and the different theories that have been put to use in the research
to clarify the data. More than often, the scope of the study is included longer and bigger
essays and the research reports, dissertations and thesis.

As we all know automobiles sector is an important tool for growth of Indian Economy. It’s
rising at a very high rate as compare to last few decades. As we know with every purchase
brings in new experience new facilities. In the study we took Royal Enfield as our model
Automobile Company and try to understand it’s after sales services from customer’s point of
view as well as company’s point of view. Royal Enfield known for its cruiser handmade
bikes has a larger share in two wheeler market.

In the proposed study I will only investigate the after Sales Service of Royal Enfield and also
whether after Sales Service affect the buying experience or not.

4.3 Objective of the Study

Research objectives can be described as what we expect to achieve by a research Project. A
research objective is clear, concise, declarative statement which provides direction to
investigate the variables under the study. Research objectives focus on the way to measure
the variables such as to identify or describe. The objective of a research project summarizes
what is to be achieved by the study.

Research Objective should be Relevant, Feasible, Logical, Observable, Unequivocal and

Measurable. Objective is a purpose that can be reasonably achieved within the expected
timeframe and with the available resources.

The research Objectives are specific accomplishments the researcher hopes to achieve by
study. The objectives include obtaining answer to research questions or testing the real
hypothesis.
Following are objectives of Study
 To study topic after sales service
 To Study after Sales Services of Royal Enfield.
 To find out whether after sales services are carried out as promised.
 To get feedback from customers.
 To provide suggestions if found any.

4.4 Hypothesis
A supposition or explanation (theory) that is provisionally accepted in order to interpret
certain events or phenomena, and to provide guidance for further investigation. A hypothesis
may be proven correct or wrong, and must be capable of refutation. If it remains unrefuted by
facts, it is said to be verified or corroborated.

A hypothesis is a proposed explanation for a phenomenon. For a hypothesis to be a scientific

hypothesis, the scientific method requires that one can test it. Scientists generally base
scientific hypotheses on previous observations that cannot satisfactorily be explained with the
available scientific theories.

A hypothesis is a tentative relationship between two or more variables which direct the
research activity to test it. A hypothesis is a testable prediction which is expected to occur. It
can be a false or a true statement that is tested in the research to check its authenticity.

Types of Hypothesis
 Simple Hypothesis

A simple hypothesis is a hypothesis that reflects a relationship between two variables –

independent and dependent variable.

Examples: Higher the unemployment, higher would be the rate of crime in society.

Lower the use of fertilizers, lower would be agricultural productivity.

Higher the poverty in a society, higher would be the rate of crimes.

 Complex Hypothesis

A complex hypothesis is a hypothesis that reflects relationship among more than two
variables.

 Working Hypothesis

A hypothesis, that is accepted to put to test and work on in a research, is called a working
hypothesis. It is a hypothesis that is assumed to be suitable to explain certain facts and
relationship of phenomena. It is hoped that this hypothesis would generate a productive
theory and is accepted to put to test for investigation. It can be any hypothesis that is
processed for work during the research.

 Alternative Hypothesis

If the working hypothesis is proved wrong or rejected, another hypothesis (to replace the
working hypothesis) is formulated to be tested to generate the desired results – this is known
as an alternate hypothesis. As the name mentions, it is an alternate assumption (a relationship
or an explanation) which is adopted after the working hypothesis fails to generate required
theory. Alternative Hypothesis is denoted by H1.

 Null Hypothesis

A null hypothesis is a hypothesis that expresses no relationship between variables. It negates

association between variables. A null hypothesis has its purpose. A null hypothesis is made
with an intention where the researcher wants to disapprove, reject or nullify the null
hypothesis to confirm a relationship between the variables. A null hypothesis is usually made
for a reverse strategy – to prove it wrong in order to confirm that there is a relationship
between the variables. A null hypothesis is denoted by HO.

Hypothesis used In Research

Hypothesis-After sales services as important factor

Null hypothesis:-After sales services does not affect the buying experience of Customers.

Alternate hypothesis: - After sales services affect the buying experience of customers.

Limitations of Hypothesis Testing

 Tests do not explain as to the reason why the difference exists between the means of
the two samples.
 They simply indicate whether the difference is due to fluctuations of sampling or
because of other reasons. The tests do not tell us the reasons causing difference.
 The results of significance test are based on probabilities and as such cannot be
expressed with full certainty.
 Statistical Inferences based on the significance test cannot be said to be entirely
correct evidences concerning the truth of the hypothesis. This is specially so in case of
small samples where the probability of drawing erring interferences happens to be
generally higher.
 All these limitations suggest that in problems of statistical significance, the inference
techniques must be combined with adequate knowledge of the subject matter along
with the ability of good judgment.

4.5 Research Design

 Research design is defined as a framework of methods and techniques chosen by a
researcher to combine various components of research in a reasonably logical manner so that
the research problem is efficiently handled. It provides insights about “how” to conduct
research using a particular methodology. Every researcher has a list of research questions
which need to be assessed – this can be done with research design.

A research design is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the research problem research. The design of a study
defines the study type (descriptive, correlation, semi-experimental, experimental, review,
meta-analytic) and sub-type (e.g., descriptive-longitudinal case study), research problem,
hypotheses, independent and dependent variables, experimental design, and, if applicable,
data collection methods and a statistical analysis plan. A research design is a framework that
has been created to find answers to research questions.

 Research Design Characteristics

There are four key characteristics of research design:

Neutrality: The results projected in research design should be free from bias and neutral.
Understand opinions about the final evaluated scores and conclusion from multiple
individuals and consider those who agree with the derived results.

Reliability: If a research is conducted on a regular basis, the researcher involved expects

similar results to be calculated every time. Research design should indicate how the research
questions can be formed to ensure the standard of obtained results and this can happen only
when the research design is reliable.

Validity: There are multiple measuring tools available for research design but valid
measuring tools are those which help a researcher in gauging results according to the
objective of research and nothing else. The questionnaire developed from this research
design will be then valid.

Generalization: The outcome of research design should be applicable to a population and not
just a restricted sample. Generalization is one of the key characteristics of research design.

 Types of Research Design

Qualitative Research Design: Qualitative research is implemented in cases where a
relationship between collected data and observation is established on the basis of
mathematical calculations. Theories related to a naturally existing phenomenon can be proved
or disproved using mathematical calculations. Researchers rely on qualitative research design
where they are expected to conclude “why” a particular theory exists along with “what”
respondents have to say about it.
Quantitative Research Design: Quantitative research is implemented in cases where it is
important for a researcher to have statistical conclusions to collect actionable insights.
Numbers provide a better perspective to make important business decisions. Quantitative
research design is important for the growth of any organization because any conclusion
drawn on the basis of numbers and analysis will only prove to be effective for the business.

Further, research design can be divided into five types –

1. Descriptive Research Design: In a descriptive research design, a researcher is solely

interested in describing the situation or case under his/her research study. It is a theory-
based research design which is created by gather, analyzes and presents collected data. By
implementing an in-depth research design such as this, a researcher can provide insights
into the why and how of research.
2. Experimental Research Design: Experimental research design is used to establish a
relationship between the cause and effect of a situation. It is a causal research design
where the effect caused by the independent variable on the dependent variable is
observed. For example, the effect of an independent variable such as price on a dependent
variable such as customer satisfaction or brand loyalty is monitored. It is a highly
practical research design method as it contributes towards solving a problem at hand. The
independent variables are manipulated to monitor the change it has on the dependent
variable. It is often used in social sciences to observe human behavior by analyzing two
groups – effect of one group on the other.
3. Correlational Research Design: Correlational research is a non-experimental research
design technique which helps researchers to establish a relationship between two closely
connected variables. Two different groups are required to conduct this research design
method. There is no assumption while evaluating a relationship between two different
variables and statistical analysis techniques are used to calculate the relationship between
them.
4. Diagnostic Research Design: In the diagnostic research design, a researcher is inclined
towards evaluating the root cause of a specific topic. Elements that contribute towards a
troublesome situation are evaluated in this research design method.
There are three parts of diagnostic research design:
a) Inception of the issue
b) Diagnosis of the issue
c) Solution for the issue

5. Explanatory Research Design: In exploratory research design, the researcher’s ideas and
thoughts are key as it is primarily dependent on their personal inclination about a
particular topic. Explanation about unexplored aspects of a subject is provided along with
details about what, how and why related to the research questions.

4.6 Sources of Data Collection

Sources of Data Collection

For proposed research study, following sources of data will be used,

 1. Primary sources: Primary data will be collected through questionnaire and interview
method. For that, urban and rural investors’ opinion will collect with the help of
questionnaire and interview.
2. Secondary sources: Secondary data will be collected through various articles,
reference books of related topics, websites, newspapers, magazines etc.

The Source of Data collection we will be using is Primary Source through questionnaires
being made asked to fill by the customers of Royal Enfield.

4.7 Sampling design

When you collect any sort of data, especially quantitative data, whether observational,
through surveys or from secondary data, you need to decide which data to collect and from
whom. This is called the sample.

There are two types of sampling:

 Probability Sampling
 Non – probability Sampling

Let’s first discuss about Probability Sampling

 Probability Sampling- Probability sampling methods allow the researcher to be

precise about the relationship between the sample and the population. This means that
you can be absolutely confident about whether your sample is representative or not,
and you can also put a number on how certain you are about your findings.
Probability sampling is where the probability of each person or thing being part of the
sample is known. Further Probability Sampling can be classified into five different
stages:
1. Simple random sampling- In simple random sampling, every member of the
population has an equal chance of being chosen. The drawback is that the sample may
not be genuinely representative. Small but important sub-sections of the population
may not be included.
2. Stratified random sampling- This method divides the population into smaller
homogeneous groups, called strata, and then takes a random sample from each
stratum.
3. Proportional stratified random sampling takes the same proportion from each
stratum, but again suffers from the disadvantage that rare groups will be badly
represented. Non-proportional stratified sampling therefore takes a larger sample from
the smaller strata, to ensure that there is a large enough sample from each stratum.
4. Systematic random sampling relies on having a list of the population, which should
ideally be randomly ordered. The researcher then takes every nth name from the list.
5. Cluster sampling is designed to address problems of a widespread geographical
population. Random sampling from a large population is likely to lead to high costs of
access. This can be overcome by dividing the population into clusters, selecting only
two or three clusters, and sampling from within those. For example, if you wished to
 find out about the use of transport in urban areas in the UK, you could randomly
select just two or three cities, and then sample fully from within these.
 Non-Probability Sampling- using non-probability sampling methods, it is not
possible to say what is the probability of any particular member of the population
being sampled. Although this does not make the sample ‘bad’, researchers using such
samples cannot be as confident in drawing conclusions about the whole population.
Probability sampling is where the probability of each person or thing being part of the
sample is not known.
Non Probability Sampling Also has four different ways which are:
1. Convenience sampling selects a sample on the basis of how easy it is to access. Such
samples are extremely easy to organize, but there is no way to guarantee whether they
are representative.
2. Quota sampling divides the population into categories, and then selects from within
categories until a sample of the chosen size is obtained within that category. Some
market research is this type, which is why researchers often ask for your age: they are
checking whether you will help them meet their quotas for particular age groups.
3. Purposive sampling is where the researcher only approaches people who meet
certain criteria, and then checks whether they meet other criteria. Again, market
researchers out and about with clipboards often use this approach: for example, if they
are looking to examine the shopping habits of men aged between 20 and 40, they
would only approach men, and then ask their age.
4. Snowball sampling is where the researcher starts with one person who meets their
criteria, and then uses that person to identify others. This works well when your
sample has very specific criteria: for example, if you want to talk to workers with a
particular set of responsibilities, you might approach one person with that set, and ask
them to introduce you to others.

4.8 Sampling plan

Sampling unit: Individual customer

Sampling size: 50 customers

Geographical area: Platinum auto, Fatima Nagar.

Sampling method: Questionnaires

Sampling Design Used: Non- Probability Sampling (Convenience Sampling)

4.9 Analysis of the data or Data Analysis

Data analysis is a process of inspecting, cleansing, transforming, and modeling data with the
goal of discovering useful information, informing conclusions, and supporting decision-
making. Data analysis has multiple facets and approaches, encompassing diverse techniques
 under a variety of names, while being used in different business, science, and social science
domains. In today's business, data analysis is playing a role in making decisions more
scientific and helping the business achieve effective operation.

 The process of Data Analysis

There are several phases in the process of Data Analysis which are:

1. Data requirements- The data are necessary as inputs to the analysis, which is specified based
upon the requirements of those directing the analysis or customers (who will use the finished
product of the analysis). The general type of entity upon which the data will be collected is
referred to as an experimental unit (e.g., a person or population of people). Specific variables
regarding a population (e.g., age and income) may be specified and obtained. Data may be
numerical or categorical (i.e., a text label for numbers).
2. Data collection-Data are collected from a variety of sources. The requirements may be
communicated by analysts to custodians of the data, such as information technology personnel
within an organization. The data may also be collected from sensors in the environment, such
as traffic cameras, satellites, recording devices, etc. It may also be obtained through
interviews, downloads from online sources, or reading documentation.
3. Data processing- Data initially obtained must be processed or organized for analysis. For
instance, these may involve placing data into rows and columns in a table format (i.e.,
structured data) for further analysis, such as within a spreadsheet or statistical software.
4. Data cleaning-Once processed and organized, the data may be incomplete, contain duplicates,
or contain errors. The need for data cleaning will arise from problems in the way that data are
entered and stored. Data cleaning is the process of preventing and correcting these errors.
Common tasks include record matching, identifying inaccuracy of data, and overall quality of
existing data, reduplication, and column segmentation. Such data problems can also be
identified through a variety of analytical techniques. For example, with financial information,
the totals for particular variables may be compared against separately published numbers
believed to be reliable. Unusual amounts above or below pre-determined thresholds may also
be reviewed. There are several types of data cleaning that depend on the type of data such as
phone numbers, email addresses, employers etc. Quantitative data methods for outlier
detection can be used to get rid of likely incorrectly entered data. Textual data spell checkers
can be used to lessen the amount of mistyped words, but it is harder to tell if the words
themselves are correct.

The data collected will be classified, coded and tabulated by using various statistical tools like,
 Tables - When writing a research paper, it is important for data to be presented to the reader in
a visually appealing way. The data in figures and tables, however, should not be a repetition of
the data found in the text. Tables are easily created using programs such as Excel. Tables and
figures in scientific papers are wonderful ways of presenting data. Effective data presentation
in research papers requires understanding your reader and the elements that comprise a table.
Tables have several elements, including the legend, column titles, and body.
 Pie-charts- A pie chart (or a circle chart) is a circular statistical graphic, which is divided into
slices to illustrate numerical proportion. In a pie chart, the arc length of each slice (and
consequently its central angle and area), is proportional to the quantity it represents. While it is
named for its resemblance to a pie which has been sliced, there are variations on the way it can
be presented. The earliest known pie chart is generally credited to William Play fair’s
Statistical Breviary of 1801. Pie charts are very widely used in the business world and the
mass media.

Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

Fig. 4.1- Pie Chart

 Bar-diagram or bar Chart- A bar chart or bar graph is a chart or graph that presents
categorical data with rectangular bars with heights or lengths proportional to the values that
they represent. The bars can be plotted vertically or horizontally. A vertical bar chart is
sometimes called a line graph. A bar graph shows comparisons among discrete categories.
One axis of the chart shows the specific categories being compared, and the other axis
represents a measured value. Some bar graphs present bars clustered in groups of more than
one, showing the values of more than one measured variable.

Questionnaires
1. How do you feel about Royal Enfield service department?
( ) Excellent ( ) Satisfied ( ) Average ( ) Not Satisfied
2. Based on your overall experience, would you visit the service center again?
( ) YES ( ) NO
3. Did you find the service center staffs co-operative and polite?
( ) Excellent ( ) Satisfied ( ) Average ( ) Not Satisfied
4. What type of service betterment you want from Royal Enfield service center in future?
( ) Better Services ( ) Better Settlement
( ) On the Time Delivery ( ) Others
5. Do After Sales Service department of Royal Enfield answered all your questions?
( ) Yes ( ) Some ( ) No
6. Would you recommend Royal Enfield to your friends and family after seeing its service?
( ) Very Likely ( ) Likely ( ) Unlikely ( ) Very Unlikely
7. How often do you get in touch with Royal Enfield service in a year?
( ) Never ( ) Sometimes ( ) Regularly ( ) Quite Often
8. Are all your issues sorted by the Royal Enfield?
( ) Yes ( ) No
9. How would you rate after sales services quality of Royal Enfield?
( ) Excellent ( ) Good ( ) Poor ( ) Very Poor
10. Do you prefer Royal Enfield Service or some third party service?
( ) Royal Enfield ( ) Third Party
11. How easy was it to contact Royal Enfield Service department?
( ) Very Easy ( ) Easy ( ) Difficult ( ) Very Difficult
12. How would you rate the availability of appointment?
( ) Excellent ( ) Good ( ) Poor ( ) Very Poor
13. How easy was it to find Royal Enfield service center?
( ) Very Easy ( ) Easy ( ) Difficult ( )Very Difficult
14. How helpful was it to talk directly to the technician carrying out the work on your
motorcycle?
( ) Very Helpful ( ) Helpful ( ) Unhelpful ( ) Very Unhelpful
15. How well informed were you of progress whilst your bike was in for repair/service?
( ) Very Well Informed ( ) Well Informed ( ) Poorly Informed ( ) Very Poorly Informed
16. How satisfied were you with the work completed and time taken?
( ) Very Satisfied ( ) Satisfied ( ) Dissatisfied ( ) Very Dissatisfied
17. How was the Atmosphere at Royal Enfield Service Department?
( ) Excellent ( ) OK ( ) Dull
18. How would you rate the Service Technician’s explanation of the work completed and the
invoice?
( ) Excellent ( ) Good ( ) Poor ( ) Very Poor
19. Comment on the prices charged on After Sales Service?
( ) High ( ) Medium ( ) reasonable ( ) Low
20. Has tour bike given you problem after even being services provided?
( ) Yes ( ) No ( ) Sometimes