PROJECT REPORT

ON

“A STUDY ON CUSTOMER SATISFACTION TOWARDS

ROYAL ENFIELD BIKES, HYDERABAD”

1. CHAPTER 1- INTRODUCTION 1-40
This chapter contains introduction to Marketing,
Meaning, Definition, Importance and other relevant
aspects of Customer Satisfaction, the theoretical
background to Automobile Industry till date and
Indian two wheeler markets.
2. CHAPTER 2- RESEARCH DESIGN 41-51
 Statement of problem
 Objectives of study
 Scope of study
 Operational Definitions
 Research Methodology
 Tools of Data collection
 Sample Design
 Plan of Analysis
 Limitations of the study
 Overview of Chapter scheme
3. CHAPTER 3- COMPANY PROFILE 52-77
This chapter contains the historical background of the
company, company vision, objectives, and SWOT
analysis.
4. CHAPTER 4- DATA ANALYSIS AND 75-114
INTERPRETATION
Analysis and interpretation from the data collected
through questionnaires, Tables and graphs
representing it.
5. CHAPTER 5- SUMMARY OF FINDINGS 115-120
AND CONCLUSIONS
This chapter contains the findings drawn from the
study.
6. CHAPTER 6- SUGGESTIONS 121-123
This chapter consists few suggestions to the company
7. ANNEXURES
This chapter contains Questionnaire.
8. BIBLIOGRAPHY
Name of the books, author, magazines and websites.
 CHAPTER 1
INTRODUCTION
INDUSTRY PROFILE
AUTOMOBILE INDUSTRY TILL DATE
The automobile industry is one of the biggest industries in the world. Being a major revenue
and job generating sector it drives the economies of some of the superpowers of the world. In
India the automobile industry has grown by leaps and bounds since the advent of the
liberalization era the automobile industry and especially the two wheeler segment has grown
by leaps and bounds.
The liberalization has done away with primitive and prohibitive practices of licensing and
restricted foreign investment have been done away with. The result of which was the entry of
foreign players into the Indian market. The two wheeler segment was largely dominated by
Automobile Products of India (API) and Enfield in the 50s. Later on towards the end of the
50s Bajaj Autos began importing Vespa scooters from Italian company Piaggio. In the
following decades the automobile industry in India was mainly dominated by scooters with
API and later Bajaj dominating the market. There were very few products and choices
available as far as motorcycle is concerned and Enfield bullet and Rajdoot dominated the
market. The 80s saw the entry of Japanese companies in the Indian market with the opening
up of the market to foreign companies. Hero Honda and TVS Suzuki are companies formed in
this era of market reform. The market was still predominantly scooter dominated and Bajaj
and LML were the leading brands producing the products at that time.
The Japanese companies not only collaborated with Indian companies to produce the already
existing products but also brought in new technology as a result of which the ever conquering
100cc bikes which were extremely fuel efficient with 4 stroke engines were launched in India.
These proved to be highly successful as they provided a cheap and affordable means of
personal transport to all those who could not buy a car. The flourishing middle class took a
great liking for these bikes and the bike sales in India began to grow exponentially year on
year leading to Hero Honda becoming the leader in the two wheeler industry in India and the
largest producer of two wheelers in the world. The post 90s era was the era of liberalization
and weakening of restrictive measures. The government went on an overdrive to support the
industry and all FDI regulations and licensing was abolished. 100% FDI was allowed in the
automobile industry and the excise duty was also considerably reduced to its current level of
12% on two wheelers. All these factors combined with the rising fuel prices, the increasing
dispensable incomes of households, easy access to finance, etc. have led to two wheeler
industry becoming the backbone of the automobile industry in India. The two wheeler
industry in India forms a major chunk of the automobiles produced in India. According to
Society of Indian Automobile Manufacturers statistics for the year 2015 – 2016, two –
wheelers comprise 76.49% of market share among the vehicles produced in India. The
production share of two wheelers is quite similar to the market share. The two wheeler
industry comprises around 74% of the total automobiles produced in India. The SIAM data
for the year 2015-10 states that 8,418,626 two wheelers were produced during the year against
a total of 11,175,479vehicles produced during the year.
India emerged as Asia's fourth largest exporter of automobiles, behind Japan, South Korea
and Thailand. India’s automobile sector consists of the passenger cars and utility vehicles,
commercial vehicle, two wheelers and tractors segment. The total market size of the auto
sector in India is approximately Rs 540 billion and has been growing at around 8 percent per
annum for the last few years. Since the last four to five years, the two wheelers segment has
driven the overall volume growth on account of the spurt in the sales of motorcycles.
However, lately the passenger cars and commercial vehicles segment has also seen a good
growth due to high discounts, lower financing rates and a pickup in industrial activity
respectively. Major automobile manufacturers in India include Maruti Udyog Ltd., General
Motors India, Ford India Ltd., Eicher Motors, Bajaj Auto, Daewoo Motors India, Hero Honda
Motors, Hindustan Motors, Hyundai Motor India Ltd., Royal Enfield Motors, TVS Motors
and Swaraj Mazda Ltd.

With the economy growing at 9% per annum and increasing purchasing power there has been
a continuous increase in demand for automobiles. This, along with being the second largest
populated country, makes the automobile industry in India a very promising one.

INDIAN TWO WHEELER MARKET

Ever since the old Lambretta scooter was replaced with the flurry of vibrant two wheeler
models, Indian two wheeler industry has seen a phenomenal change in the way they perceive
the Indian market. Two wheeler manufacturers are now competing in an ever growing
consumer market by bringing out new products and features. The country has now grown into
the second largest producer of two wheelers in the world. Currently there are around 10 two-
wheeler manufacturers in the country, and they are Bajaj, Hero, Hero Honda, Honda,
Mahindra/Kinetic, Royal Enfield, Suzuki, TVS, and Yamaha. There have been various
reasons behind this growth. Because of poor public transport system, the citizens found
convenience in two wheelers. Added to this is the fact that the average Indian still does not
have the purchasing capacity for a more expensive, four wheeler. The story of Mr. Ratan
Tata inspired by a family of four members travelling in Indian roads, not concerned about
safety and the evolution of the idea of TATA Nano has been quite famous globally. The
Indian two wheeler industries can be divided into motorcycles, scooters and mopeds. The
consumer has changed his preference from mopeds to scooters and then to motorcycles. The
trends seen in the past few years include females increasingly using two-wheelers for their
personal commutation and various two wheeler manufacturers designing vehicles specially to
cater to needs of this segment. One of the earliest revolutions in this industry was Kinetic’s
introduction of the concept of electronic/self-start and automatic gears which made two
wheelers comfortable and useable by women, when compared to old Bajaj Chetak
advertisements which showed middle aged females riding a Bajaj Chetak scooter.
A recent trend in the industry has been electric vehicles, which mostly leverage on their eco-
friendliness and low operating costs, but is still not accepted well due to the lack of reputation
of the manufacturers and lack of trust on technology, which is still being perceived in the
nascent stages, especially battery and inverters which prove to be very expensive components.
TVS recently leveraged this opportunity by launching a hybrid model of their non geared
scooter – TVS Scooty. The end of the last decade saw Bajaj taking a radical decision to do
away with the Scooter range and completely concentrate on motorcycles, especially stating
change in customer’s preference as the main reason. The customers are left without a choice
in most cases than to migrate from the traditional scooters of the Indian family to the all
youthful bikes.
TOP EXPORT DESTINATIONS

The Indian Automobile industry has attained new heights in the last ten years. It has
seen the vehicle production growing rapidly and industry has been making significant
contribution to the employment, directly and indirectly, and also to kitty of indirect taxes.
Today, all major OEMs are in India and many of them have made India a hub for their small
cars and exports.
In December 2006, Government had formulated a ten-year Automotive Mission
Plan with an aim to achieve domestic vehicle market of $82-119bn by 2016 and $12bn export
of vehicles. It also aimed at making India 7th largest vehicle producing country in the world by
2016. And, we have already achieved this milestone in 2016, which is good six years ahead of
the target.

 In this category, SAARC countries have been one of the key destinations for Indian
exports with three of the SAARC countries, Sri Lanka, Bangladesh and Nepal featuring
in the top 6 export destinations for Indian two wheelers segment. However, exports to
Sri Lanka, which used to be the largest importer of two wheelers from India in 2006-07,
have fallen by almost 20% since 2006-07 to reach a level of $ 63mn of exports in 2015-
10.
 The top most destinations for exports in this segment is Nigeria which imported two
wheelers worth $ 103mn in the year 2015-10 up from $ 85mn in 2008-09, a growth of
21% approximate. In fact, Nigeria has emerged as one of the fastest growing destination
for Indian two wheeler exports over past 4 years. India exported two wheelers worth
merely $ 6mn in Nigeria in 2006-07 which has grown by 15 times to reach an export
level of $ 103mn in 2015-10. Amongst the top 5 export destinations in this segment,
Colombia experienced the highest increase in growth of imports from India in 2015-10.
Exports of two wheelers to Colombia increased by 45% in 2015-10 over 2008-09.

FUTURE PROJECTIONS

 The Indian automobile industry is expected to grow to US$ 40bn by 2015 from the
current level of US$ 10bn in 2015. By the year 2016 the industry is expected to
contribute 10% of the nation’s GDP. The industry manufacturers over 11mn vehicles a
year employing more than three million people.
 The greatest challenge and competition would be from the Chinese automobile industry.
It has been able to give stiff competition to India in terms of productivity, cost of
 manufacturing and technology. Again the present trend of excess manufacturing
capability, reduced margins put additional pressure on the industry.
 On the positive side, India’s strength in software sector, combined with skilled labor and
low cost of manufacturing should place it in a favorable position globally.
 Two wheeler industry gains more profit Considering the scenario of traffic and roads in
India, and the rate at which infrastructure is growing in comparison with the market, any
fool will prefer to travel in a two wheeler (for regular use, not for picnic or time pass or
once in a while trips). For the simple reason that, with a two wheeler, sneaking
anywhere is far easier than a four wheeler. And definitely faster too. And then comes the
bigger problem of parking. Two wheelers can be parked anywhere on the road, but
that’s not the case with a four wheeler. So, the whole point is unless there is some way
where these two issues are addressed, I don’t think anything significant is going to
happen.
 It gives the optimistic view about the industry and the overall industry shows positive
growths which recommend the investors to keep a good watch on the major’s players to
benefit in terms of returns on their investments.

RECENT TRENDS IN TWO WHEELER SECTOR

 The international trends suggest that the growth of the two-wheeler markets will
continue unabated for some time. In value terms, the BRIC motorcycles market grew
by 14.7% between 2006 and 2016 to reach a value of $32.4 billion (Brazil alone
growing by 32% pa). By 2013, the market is forecast to have a value of $54.7 billion.
 The global motorcycle demand has been growing at 6-7% pa and is estimated to be
about 80-85 million units per annum. India has emerged as one of the key players with
a domestic market that is nearly about 11% of the global market and growing
significantly faster. The high base implies that India and Indian companies are set to
enter a stage where they are likely to be the preferred suppliers for motorcycles. This
is likely to lead to further innovations and efficiency gains.
 Of course, the Indian market is significantly different with the segment below 150 cc
being the dominant segment. This is unlike the developed world, where it is the larger
 bikes that dominate the market volumes. Indian consumption is also likely to shift
significantly toward international trends, but in the foreseeable future, it is the smaller
bikes that will remain the mainstay.
 At present as many as 72% of the bikes are in the entry segment (defined as 75 to 125
cc), and 27% are in the executive segment (defined as 125-250 cc). Only 1% of the
bikes are in the premium segment.
 The premium segment is expected to continue to be a niche segment and its share is
not expected to grow beyond 2-2.5% over the next decade. However, that itself
implies that it will be a market of about 200,000 to 250,000 annual units, which is
substantial and attractive. (As a comparison, the declining Japanese market currently
consumes only about 350,000 motorcycles annually in the above-250 cc category,
having fallen sharply over the past few years).

Royal Enfield one of the popular brand and highest selling bike in India and outside
India (USA, Europe, Australia etc). Royal Enfield motorcycles had been sold in India from
1949. In 1955, the Indian government looked for a suitable motorcycle for its police and
army, for use patrolling the country's border. As far as the motorcycle brand goes, though, it
would appear that Royal Enfield is the only motorcycle brand to span three centuries, and still
going, with continuous production. Product range has widened and the customer has evolved.
THEORITICAL BACKGROUND OF THE STUDY:
IMPORTANCE OF THE TOPIC:

Customer satisfaction plays a crucial role in enabling an organization to change and

develop with customers. Keeping the existing customer contended is generally much easier,
takes less time and involves less expense. The reason for this is that it takes more time to find
new prospective customer. In this context study is conducted with special reference to
customer satisfaction. A company can earn more profits only when it has strong customer care
towards product and services offered by the company. So to have strong customer care it has
to provide a competitive price further advertising to increase.
NEED TO STUDY THE TOPIC:
 CHAPTER 2

REVIEW OF LITERATURE AND RESEARCH DESIGN

REVIEW OF LITERATURE ON THE TOPIC:

Abdul Haneef et.al (2006), in their study on "consumer buyer behavior of Royal Enfield motor s in
Tirunelveli city, Tamilnadu" found that fuel economy, price and maintenance expenses are the main
factors influencing the buying decision of a particular Royal Enfield motor, followed by brand name,
style and after sales service.

INTERNATIONAL JOURNAL RESEARCH:

The study gives clear picture about brand popularity stroke Royal Enfield motor s, TVS Suzuki
Maxloor in the two stroke two the scooterettes series, TVS champ in the mopeds series. Hero Honda
and Bajaj. Most of the Royal Enfield and occupation. The loans offered by the banks and private
finances induce the purchase of motor s.

Padmavathi (2006) in her study on "consumer preference towards that out of the ten factors only five
factors namely age, sex and occupation of respondents, purpose of purchase and the price expectations
of the vehicles of the respondents have an impact on the level of satisfaction regarding consumer
preference towards purchase of TVS vehicles and their purchase of TVS purchased their vehicles on
cash basis, thirty eight percent of the respondents opined that the mileage capacity of TVS vehicles
fall under the range of 45 DATA ANALYSIS AND INTERPRETATION CLASSIFICATION OF
RESPONDENTS ON THE BAS BRAND S.No Division

1. Friends

2. Relatives

3. Advertisement

4. Others Total Source: Primary data INFERENCE The table shows 54% of the respondents of
induced by relatives, 24% of them induced by friends, 20% of them are by advertisement. The
remaining 2% of CLASSIFICATION OF RESPONDENTS ON THE BAS 24 0 10 20 30 40 50 60
Percentage study gives clear picture about brand popularity that Hero Honda Splendor has occupied
first place in four Suzuki Maxloor in the two stroke two-wheelers, TVS champ in the mopeds series.
In general TVS brand occupies first place followed by Royal Enfield motor buyers select the models
irrespective of their income loans offered by the banks and private finances induce the purchase of ) in
her study on "consumer preference towards TVS vehicles in Udumalpet taluk" revealed that out of the
ten factors only five factors namely age, sex and occupation of respondents, purpose of purchase the
vehicles of the respondents have an impact on the level of satisfaction regarding consumer preference
towards purchase of TVS vehicles. Majority of the respondents like red colour TVS vehicles is for
personal purposes. Majority of the respondents have purchased their vehicles on cash basis, thirty
eight percent of the respondents opined that the mileage capacity vehicles fall under the range of 45-
55km.
OBJECTIVES OF THE STUDY
1. To understand the reasons for purchasing Royal Enfield bikes.
2. To know about the experience after purchase relating various parameters (Service,
bike performance, mileage etc).
3. To ascertain the barriers to purchasing a Bullet for a prospective customer.
4. To ascertain the factors that affects the choice of a Bullet as a motorcycle for common
man.
5. To propose an effective Promotional campaign plan for brand Royal Enfield.
6. To determine the customer’s satisfaction regarding bikes and after sales service.
SCOPE OF THE STUDY:

This study includes Customer’s response and awareness towards the brand, products and
services of Royal Enfield. The results are limited by the sample size 75 numbers and therefore
the opinion of only selected customers is taken into consideration. Mainly this study is
conducted in Hyderabad and the scope is limited.

OPERATIONAL DEFINITIONS

1. Customer- A customer (also known as a client, buyer, or purchaser) is usually used to

refer to a current or potential buyer or user of the products of an individual or
organization, called the supplier, seller, or vendor.
2. Customer Satisfaction- A business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals."
3. Respondents- A person who replies to something, esp. one supplying information for a
survey or questionnaire or responding to an advertisement.
4. Objective- An end that can be reasonably achieved within an expected timeframe and
with available resources.
5. Bike- A motor vehicle with two wheels and a strong frame.
6. Buying- To acquire in exchange for money or its equivalent purchase.
RESEARCH METHODOLOGY
The research will be carried out in various phases that constitute an approach of
working from whole to part. It includes subsequent phases trying to go deeper into the user’s
psyche and develop a thorough understanding of what a user looks for while buying a bike.

The first phase is completely internal where it is stormed over the most effective route of
action, considering that Bullet users in Hyderabad are more in number.

The second phase is with some of the seasoned bikers who have been using Bullets for some
time now and are generally known and respected amongst the Bullet community.

The third phase is with some respondents who will be interviewed with the help of
questionnaire keeping in mind the time and cost constraints.

TOOLS OF DATA COLLECTION

The information relevant for study was drawn from Primary data collected through survey
method, which alone was not sufficient. Hence Secondary data was collected to study
successfully.
 Primary data- In order to find out customer satisfaction regarding bikes of Royal
Enfield Primary Data was collected by personally visiting the dealerships and
showrooms. With the help of a well laid questionnaire, I took the feedback from the
customers who were coming for the services of their bikes at the dealerships. As well
as I contacted some of the customers through telex calling by taking the data about the
customers from the customer data register of the dealership. I interviewed them and
discussed with the showroom staff as well as with the employees at Royal Enfield
which helped me to prepare the research Report.
 Secondary data- The Secondary Data collection involved internet search, browsing
magazines, newspapers and articles and papers related to the two wheeler industry in
India. Numerous Journals and books related to the topic were also browsed to
understand the dynamics of the industry.
SAMPLE DESIGN
The research was carried out in various phases that constituted an approach of working
from whole to part. It included subsequent phases trying to go deeper into the user’s psyche
and develop a thorough understanding of what the user looks for while buying a bike. In order
to get a perspective from non-Bullet riders as to what are the reasons for not choosing a
Bullet, I administered the same questionnaire to riders who used other motorcycles keeping in
mind the time and cost constraints. For the customer satisfaction study a sample of 75 persons
was chosen from the in Hyderabad city. The sample was judgmental and methodology was
convenient random sampling.

Size of Sample 75

Sampling technique Convenient Random Sampling method

Location from which samples were taken Hyderabad city

PLAN OF ANALYSIS

 Raw Primary data has been collected with help of questionnaire. The raw data has
been tabulated with the help of table. From the tables, concept, analysis and inferences
are drawn which in turn was used for interpretation. Based on, these charts were
prepared to better pictorial understanding of the study.
 From the set of inferences and interpretation, conclusion have been drawn which is
followed by suggestions, keeping the objectives in mind throughout the study.
LIMITATIONS OF THE STUDY

 This research is geographically restricted to Hyderabad city only. Hence the result
cannot be extrapolated to other places.
 The study is restricted only to the organized sector of two wheeler industry.
 Sample size was confined to 75 respondents keeping in view of time and cost
constraints.
 Findings are based on sample survey. The information executed by respondents may
or may not be true because some respondents may not be serious. However all
possible has been made to collect the information as authentically as possible.
 All interview questions are undisguised or direct. Hence there is a scope for the
respondents to be biased or pretentious.
 This project has been taken up at the undergraduate level and the knowledge and
experience of the student is limited and hence may not be professional enough.
 CHAPTER 3
PROFILE OF THE ORGANIZATION
COMPANY PROFILE:

HISTORY OF THE COMPANY

Mid 19th century England The firm of George Townsend & Co. opened its doors in the tiny
village of Hunt End, near the Worcestershire town of Redditch. The firm was specialized in
sewing needles and machine parts. In the first flush of enterprise, flitting from one
opportunity to another, they chanced upon the pedal-cycle trade. Little did they know then
that it was the beginning of the making of a legend. Soon, George Townsend & Co. was
manufacturing its own brand of bicycles. And in 1893 its products began to sport the name
‘Enfield’ under the entity Enfield Manufacturing Company Limited with the trademark
‘Made Like a Gun’. The marquee was born.

INDUSTRY Motorcycles, Lawnmowers

SUCCESSOR Royal Enfield Motors (formerly Enfield of India)

FOUNDED 1893, as Enfield Manufacturing

Co. Ltd.

DEFUNCT 1971

HEADQUARTERS Redditch, Worcestershire, England

KEY PEOPLE Founders Albert Eadie and Robert Walker Smith

PRODUCTS Royal Enfield Clipper, Crusader, Bullet, Interceptor.

Profile of the Organization

Royal Enfield is the makers of the famous Bullet brand in
India. Established in 1955, Royal Enfield (India) is among
the oldest bike companies. It stems from the
British manufacturer, Royal Enfield at Redditch. Royal
Enfield has its headquarters at Chennai in India. Bullet
bikes are famous for their power, stability and rugged looks. It started in India for the Indian
Army 350cc bikes were imported in kits from the UK and assembled in Chennai. After a few
years, on the insistence of Pandit Jawaharlal Nehru, the company started producing the bikes
in India and added the 500cc Bullet to its line. Within no time, Bullet became popular in
India.
Bullet became known for sheer power, matchless
stability, and rugged looks. It looked tailor-made for
Indian roads. Motorcyclists in the country dreamt to
drive it. It was particularly a favorite of the Army and
Police personnel. In 1990, Royal Enfield ventured
into collaboration with the Eicher Group, a leading
automotive group in India, in 1990, and merged with
it in 1994. Apart from bikes, Eicher Group is involved in the production and sales of Tractors,
Commercial Vehicles, and Automotive Gears. Royal Enfield made continuously incorporating
new technology and systems in its bikes. In 1996, when the Government of India imposed
stringent norms for emission, Royal Enfield was the first motorcycle manufacturer to comply.
It was among the few companies in India to obtain the WVTA (Whole Vehicle Type
Approval) for meeting the European Community norms. Today, Royal Enfield is considered
the oldest motorcycle model in the world still in production and Bullet is the longest
production run model.

2016 AWARDS
The New Year saw the dawn of India's most prominent automotive show, the Auto Expo
2016. Held between January 5th and 11th at the Pragati Maidan in New Delhi, the event saw
more than 400 global brands showcasing new technology, products and show-off concepts.
Royal Enfield was also a part of the event, displaying the recently launched Royal Enfield
Classic 500 EFI and the Royal Enfield Classic 350. The main stays of the Royal Enfield
display were the soon to be launched variants of the Classic - the Royal Enfield Classic
Chrome and the Royal Enfield Classic Battle Green.
The Expo turned out to be a rather rewarding experience for Royal Enfield with the Royal
Enfield Classic and the Marketing team picking up as many as five awards.
Awards 2016:
- Apollo Auto India Awards 2016: Best Brand
- Zigwheels.com Viewers Choice Bike of the Year 2015
- Zigwheels.com Bike of the Year above 251cc
- NDTV Profit Car & Bike Awards 2016: Motorcycle of the Year above 250 cc.
- NDTV Profit Car & Bike awards 2016: Best PR Communications Team.
VISION AND MISSION:

VISION:
“To be recognized as the industry leader driving modernization in biking in India and the
developing world”

MISSION:

“Aims to continuously improve biking efficiency in India and developing markets.

Customers are the integral part of the Organization and Creating a Family of Bikers Bond”
ORGANISATIONAL STRUCTURE

GENERAL MANAGER
(Proprietor)

Sales Manager Service Manager Service Manager

Showroom Service Accountant

In charge Supervisor
charge

Team Service Assistant

Manager Staffs Accountant

Sales

Representative
 EMPLOYEE DETAILS:

Job Title Range Average

Accountant ₹118k - ₹585k (Estimated *) -

Area Sales Manager ₹452k - ₹2m (Estimated *) -

Marketing Manager ₹506k - ₹3m (Estimated *) -

Senior Mechanical Design Engineer ₹314k - ₹832k (Estimated *) -

Customer Relations Manager (CRM) ₹136k - ₹880k (Estimated *) -

Customer Service Manager ₹380k - ₹1m (Estimated *) -

Digital Marketing Manager ₹608k - ₹3m (Estimated *) -

PRODUCT DETAILS:

Royal Enfield had a wide range of offerings that all carry the same heritage and “classic”
ness

while ensuring delivery of the best performance and technology to our loyal base ofcustomers
across the world.Bullet

 
Bullet 350 UE

 
Electra twin sparkThunderbird

 
Thunderbird 350

 
Thunderbird 500Classic

 
Classic 350

 
Classic 500

 
Classic chrome

 
Desert stormCafé racer

 
Continental GTExport

 
Classic EFI

 
Classic military EFI

 
Electra EFI

 
Electra deluxe EFIWith the finest and brightest of teams in the country, comprising of
management professionals and a skillful, committed workforce, the Company has a unique an
d openculture, making Royal Enfield a vibrant and responsive company. To its customers in
Indiaand elsewhere in the world, Royal Enfield means more than just motorcycles; it's a sense
of belonging to an exclusive community with unfading passion, emotion and interest. TheCo
mpany is all set to augment its leadership position, be it in the power and leisure bikesegment
in India or the classic bike segment elsewhere in the world, by introducing

 
distinctively styled and higher-powered motorcycles, strengthening existing
communitiesaround its products, expanding its network, and delivering a unique motorcycling
experience.As the only motorcycle manufactured in India synonymous with adventure and
leisure riding,Royal Enfield has more recently stayed away from regular mass media
advertising and hasconcentrated more on building its brand around the values that the brand
stands for. Having aCult status the Royal Enfield motorcycle is known for its Versatility,
Uniqueness and is builtto last. Perceived as a machine in a class of its own and synonymous
with Leisure andAdventure; riding and charting up the miles. Royal Enfield strongly promotes
leisuremotorcycling as a lifestyle and encourages the Royal Enfield riders/owners to keep
riding. Inthis regard, the company organizes annual events and rides such as the Himalayan
Odyssey,The Tour of Rann of Kutch, The Tour of NH 17 (Mumbai to Goa), the Tour of
Rajasthanand the Southern Odyssey. It also organizes the Annual festival of biking,

Rider Mania inGoa which attracts Royal Enfield riders from all over.
COMPETITORS:
Benelli Imperiale 400

The Benelli Imperiale 400 is a humble-looking motorcycle, which is squarely at the

Royal Enfield Classic range. It traces its origins to the Benelli-MotoBi range from the
1950s. The motorcycle gets a single round headlamp, a retro-styled teardrop-shaped
fuel tank, split seats, and a fine balance between chrome and black. Relaxed
ergonomics of the motorcycle allow the rider to travel comfortably for hours.

Kawasaki W800

The Kawasaki W800 has been a long time coming. In fact, if we had a penny for every
time launch rumours surfaced, we would have been millionaires. While the price tag of
Rs 7.99 lakh (ex-showroom, Delhi) may seem steep, the green monsters from Japan
have tremendous brand appeal, a pinch of premium, and dollops of reliability.

Honda CB300R:
It is not every day that Honda 2Wheelers India introduces a premium product. But when it does, it
manages to attract everyone’s eyeballs. The Honda CB300R is just that. Styled exactly like the
CB125R and CB650R, the new CB300R gets a two-tone scheme. The motorcycle gets a rounded LED
headlamp, chiselled fuel tank, stylish tank extensions, and alloy wheels to match the neo-retro appeal.

Triumph Street Twin:

Styled exactly like the classics sold in the 60s, the Street Twin is and a delight to look at. It is the most
affordable Triumph badged product you can buy. But, at Rs 7.45 lakh (ex-showroom, Delhi), the
Street Twin is still expensive.
SWOT ANALYSIS:
SWOT ANALYSIS

MAJOR PLAYERS IN INDIAN TWO WHEELER MARKET

GROUP PLAYERS ATTRIBUTES COMPETITIVE FORCES

A Bajaj, Hero Honda Highly diversified - High buyer power

Aggressive promotion - High competitive

rivalry

- High entry barriers

B TVS Selectively diversified - Low entry barriers

Aggressive Promotion - Narrow product lines imply

that aggressive promotions can
eat into market share

C Honda, Yamaha Selectively diversified -High threat of

Moderate Promotion substitution (Rs 1 lakh car)

- Low entry barriers

D Royal Enfield Highly specialized - Low buyer power, high brand

loyalty
Low Promotion
- Product diversification will
imply risk of brand dilution
SWOT ANALYSIS OF THE TWO WHEELER INDUSTRY

STRENGTHS WEAKNESSES

 Established brands  Extremely price sensitive

 Strong Brand Name  Short PLC
 Fuel efficient  High R and D costs
 Style statement
 Convenient in heavy traffic
 Cheap and affordable
 Easy and cheap finance availability
 Patents
 Good reputation among customers

OPPURTUNITIES THREATS

 Growing premium segment  The Rs.1 Lakh car

 Increasing dispensable income  Cut throat competition
 Environmental concerns  Increasing number of players in
 Exports increasing the market
 Very strong demand in the 100cc. segment  Rising raw material costs
dominated by limited players.  Increasing rates of interest on
finance
 SWOT ANALYSIS FOR ROYAL ENFIELD, INDIA

STRENGTHS WEAKNESSSES

 Size and scale of parent company  Small showrooms

 Effective Advertising Capability  Not much emphasis on aggressive selling
 Committed and dedicated staff  Weak product diversity
 High emphasis on R and D
 Experience in the market
 Established brand
 Established market channel
 Power, Speed & Acceleration
OPPURTUNITIES THREATS

 Growing premium segment  Cut throat competition

 Global expansion into the Caribbean &  Increasing number of players in the
Central America market
 Expansion of target market (include  Rising raw material costs
women)  Increasing rates of interest on finance
 Increasing dispensable income
 1st mover advantage
 CHAPTER 4
DATA ANALYSIS AND

INTERPRETATION
TABLE No.1

Table Showing-The Profile Of The Respondents Based On Age

AGE NO. OF PERCENTAGE

RESPONDENTS
20-24 30 40%
25-29 19 26%
30-34 14 18%
Above 35 12 16%
TOTAL 75 100%

16%

40%

18%

26% 20-24
25-29
30-34
Above
35

Analysis

From the above table it is clear that 40% of the respondents are aged between 20 and 24, 26%
between 25 and 29, 18% between 30 and 34 and only 16% aged above 35 years.

Interpretation

It is revealed that majority of respondents are between 20 and 29 years. From this we can
conclude younger generation and middle age are more interested in Royal Enfield may be
because this is the age where they start earning.
TABLE No.2

Table Showing-The Profile Of The Respondents Based On Gender

GENDER NO. OF PERCENTAGE

RESPONDENTS
MALE 69 92%
FEMALE 6 8%
TOTAL 75 100%

8%

92% Male
Female

Analysis

From the above table it is clear that 92% of respondents were male and female respondents
constituted just 8% of total responses.

Interpretation

It is clear that most of the users of Royal Enfield are males mostly because of the manly look
of the bikes.
TABLE No.3

Table Showing-The Occupation Of Respondents

OCCUPATION NO.OF PERCENTAGE

RESPONDENTS
STUDENT 33 44%
GOVERNMENT 5 6%
SERVICE
EX-SERVICEMEN 3 4%
PROFESSIONAL 21 28%
SELF-EMPLOYED 13 18%
TOTAL 75 100%

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Student
Govt service
Ex-servicemen
Proffesional
Self-employed

Analysis
From the above table it is clear that 44% of the respondents were students pursuing their
graduation or post graduation studies and 28% were professionals. 18% of the respondents
were self employed, 4% were ex-serviceman and 6% belonged to government services.

Interpretation

It is clear that users are mostly Professional males, 20-35 years of age including some
students because of the looks and power of the bike.

TABLE No.4

Table Showing-The Annual Income Group Of Respondents

INCOME GROUP NO. OF PERCENTAGE
RESPONDENTS
LESS THAN 1,20,000 39 52%
1,20,001-3,60,000 10 14%
3,60,001-7,20,000 14 18%
ABOVE 7,20,000 12 16%
TOTAL 75 100%

16%

18%
52%

14%
Less than
1,20,000
1,20,001-
3,60,000

Analysis
From the above table it is clear that 52% of the respondents had an annual income of lesser
than 1,20,000, 18% had income between 3,60,001 and 7,20,000, 16% earned more than
7,20,000 per annum and 14% had income between 120001 to 3,60,000.

Interpretation

It shows that Royal Enfield is placing their products in the appropriate and reasonable price
range and the people of income bracket less than 1,20,000 can easily afford this Bike.

TABLE No.5

Table Showing-The Model Of The Royal Enfield The Respondents Presently Own

MODEL NO. OF PERCENTAGE

RESPONDENTS
BULLET 500 11 14%
THUNDER BIRD 7 10%
BULLET ELECTRA 15 20%
MACHISMO 500 6 8%
BULLET 350 16 21%
CLASSIC 500/350 17 23%
OTHERS 3 4%
TOTAL 75 100%
 18
16
14
12
10
8
6 Bullet 500
4 Thunder
Bird
2
Bullet Electra
0
Machismo
No. of Respondents 500
Bullet 350

Analysis

From the above it is clear that 14% of the respondents own Bullet 500, 10% of them own
Thunder Bird, 20% of them own Bullet Electra, 8% of them own Machismo 500, 21% of
them own Bullet 350 and 23% of them own Classic 500/350.

Interpretation

It clearly shows that customers are not attracted to only one particular model due to the
variants available and because the Classic 500/350 are the newly released models they are fast
moving now.

TABLE No.6

Table Showing- The Purchasing Way Of The Customers

PURCHASED BY NO. OF PERCENTAGE
RESPONDENTS
CASH 54 72%
LOAN 21 28%
TOTAL 75 100%
 60
50
40
30
20
10
0
CASH LOAN

Analysis

From the table it clearly shows that the products of Royal Enfield are in the acceptable price
range, as we can see that purchasing way of the 72% respondents are leading in the CASH
sector and 28% on loan basis. Customers are ready to pay for better facilities and technology
and they feel that all bikes deserves that price which Royal Enfield is offering.

Interpretation

It is clear that customers are easily affording the price of Royal Enfield bikes and they are not
feeling much problem with the amount.

TABLE No.7

Table Showing- The No Of Respondents Considering Other Motorcycle While Purchasing Royal
Enfield Bike

YES/NO NO. OF PERCENTAGE

RESPONDENTS
YES 27 36%
 NO 48 64%
TOTAL 75 100%

70%
60%
50%
40%
30% 36% 64%
20%
10%
0%

YES

NO
No. of Respondents

Analysis

From the table it clearly shows that 36% of the respondents did go consider or checked for an
alternative motorcycle and 64% of them did not consider any other motorcycle while
purchasing their Royal Enfield bike.

Interpretation

It is clear that majority of the customers directly chose Royal Enfield as their bike and dint
even have a look at the nearest alternative bike and this shows the loyalty of the customers
towards the brand Royal Enfield.

TABLE No.8

Table Showing- The Source Of Awareness For Customers While Buying Their Royal Enfield
Bike

MEDIA NO. OF PERCENTAGE

RESPONDENTS
 NEWSPAPERS 6 8%
MAGAZINES 24 32%
FRIENDS 11 14%
ROADSHOW 7 10%
TV ADDS 5 6%
WEBSITE/BLOGS 15 20%
SHOWROOM 7 10%
TOTAL 75 100%

35%
30%
25%
20%
15%
10%
5%
0%

Analysis
As we can see here the major promotional tool which is influencing the customers is
Magazines and Website which is around 32% and 20% respectively, after that the source of
awareness among customers is a mixed response where in 14% from friends, 10% each from
road shows and showroom, finally newspapers consists 8% and 6% from Television adds
which is very poor.

Interpretation
It clearly shows that Advertisements are rarely recalled and are highly ineffective amongst
non-Bullet riders. It’s clear that Royal Enfield should concentrate on its advertising campaign
to reach the customers.

ABLE No.9

Table Showing- The Mileage Of Royal Enfield After Purchase Of Bike

 MILEAGE NO. OF PERCENTAGE
RESPONDENTS
45km/lit & Above 5 6%
40-45 16 22%
35-40 26 34%
30-35 18 24%
Below 30 10 14%
TOTAL 75 100%

30

25

20

15

10

0
45km/lt 40-45 35-40 30-35 Below 30

Analysis

From the above table it is clear that 56% of respondents gain mileage of 35-45km/lit which is
really good, 24% of them between 30-35km/lit, 14% below 30km/lit and 6% above 45km/lit.

Interpretation

It clearly shows that mileage of the Royal Enfield bikes is economical & mileage between 35
and 40 that too on Indian roads with heavy traffic is a great deal.

TABLE No.10
Table Showing- The Breakdown Of Bikes Since Purchase Of Vehicle

FREQUENCY OF NO. OF PERCENTAGE

BREAKDOWN RESPONDENTS
VERY OFTEN 8 10%
RARELY 19 26%
NOT AT ALL 48 64%
TOTAL 75 100%

10%

26%

64%

Very often
Rarely
Not at all

Analysis

From the above table it is clear that 64% of the respondents say that there is no problems or
breakdown of their bikes after purchase, 26% say rarely their bikes get repaired and 10% of
respondents say their bikes breakdown very often.

Interpretation

It is clear that most of the Royal Enfield bikes doesn’t breakdown at all and it is not
problematic and not involved into repair always.
TABLE No.11

Table Showing- The Place Of Purchase Of Royal Enfield Bikes & Their Satisfaction Level
Towards It

PLACE OF NO. OF PERCENTAGE

PURCHASE RESPONDENTS
SHOWROOM 48 64%
DIRECT SECOND 22 30%
HAND
USED VEHICLES 5 6%
DEALERSHIP
TOTAL 75 100%
RESPONSE FOR NO. OF PERCENTAGE
SATISFACTION RESPONDENTS
YES 57 76%
NO 18 24%
TOTAL 75 100%

48

50 No. pf Respondents

45
40

35
30 22
25

20
15
5
10
5
0
Showroom Direct second hand Used vehicles dealership
 Point of satisfaction

24%

Satisfied
Not Satisfied

76%

Analysis

64% of the Bullet riders prefer to buy their bike from showroom only and 30% may buy it
Second hand dircetly. But none of them buys the bike through brokers which shows that
reliability of an outside party is low while making the purchase decision among the Bullet
riders.Also 76% of respondents are very much satisfied with the place of purchase of their
bike and 24% are not at all satisfied.

Interpretation

It is clear that most of the respondents prefer to buy their bike brand new from showroom
only and majority of the customers are very much satisfied with the place of purchase of their
Royal Enfield bike. This also shows there is more demand for new bikes.
 TABLE No.12

Table Showing- The Availability Of Spare Parts In The Market

AVAILABILITY NO.OF PERCENTAGE

RESPONDENTS
READILY AVAILABLE 51 68%
DON’T GET THEM 8 10%
READILY
DON’T HAVE GOOD 12 16%
SPARES SUPPLY
MAJOR HEADACHE 4 6%
TOTAL 75 100%
 6%

16%

10%

68%

Readily Available
Don't get them readily
Don't have good spares
supply
Major headache

Analysis

From the above it is clear that 68% of the respondents are satisfied with the availability of
spare parts and remaining 32% of respondents are discontent with the availability of spare
parts.

Interpretation

It is clear that majority of the respondents are satisfied with spare parts availability and we
can say that Royal Enfield has good distribution channel for spare parts in the city.

TABLE No.13

Table Showing- The Major Problems After Purchasing Royal Enfield Bike
PROBLEMS NO. OF PERCENTAGE
RESPONDENTS
HIGH MAINTENANCE 11 14%
POOR AFTER SALES 7 10%
SERVICE
HIGH PRICE 15 20%
LOW MILEAGE 8 10%
 NOISY VEHICLE 3 4%
NO PROBLEM 31 42%
TOTAL 75 100%

14%

10%
42%

20%

High maintainance
4% Poor after sales
10% service
High Price
Low mileage
Noisy vehicle
No problem

Analysis

Maximum number of people (42%) described that there is no problem with the bike after
purchase, 20% had an issue with the price range, third biggest problem was 14% of them felt
high maintenance was required for the bike, only 4% of them felt it was noisy vehicle and
while 10% of respondents each refrained because of the low mileage and the poor after sales
service of Bullet.

Interpretation

It is clear that majority of the people who choose Royal Enfield as their bike don’t have any
problems or issues with their bike’s performance.

TABLE NO.14

table showing- the rating by the respondents for their satisfaction level with respect to power
and pick up

RATING NO. OF PERCENTAGE

RESPONDENTS
 POOR 4 6%
AVERAGE 8 10%
GOOD 20 26%
EXCELLENT 43 58%
TOTAL 75 100%

50 Excellent
40
30 Good
20
Average
10
0 Poor
No. of Respondents

Analysis

From the above table it is clear that 6% of the respondents rated very poor and they were not
at all satisfied, 10% of them rated average, 26% of them rated good and maximum number of
respondents i.e. 58% rated excellent and these respondents were very much satisfied with
their bikes power and pick up.

Interpretation

It is clear that majority of the respondents are satisfied with their bikes power and pick up.
This shows Royal Enfield has an excellent satisfaction level within the customer.

TABLE No.15

Table Showing-The Rating By The Respondents For Their Satisfaction Level With Respect To
Comfort And Safety
 RATING NO. OF PERCENTAGE
RESPONDENTS
POOR 7 9%
AVERAGE 12 16%
GOOD 24 32%
EXCELLENT 32 43%
TOTAL 75 100%

9%

16%

43%

32% Poor
Average
Good
Exellent

Analysis

From the above table it is clear that 9% of the respondents rated very poor and they were not
at all satisfied, 16% of them rated average, 32% of them rated good and maximum number of
respondents i.e. 43% rated excellent and these respondents were very much satisfied with
their bikes comfort and safety.

Interpretation

It is clear that majority of the respondents are satisfied with their bikes comfort and safety.
This shows Royal Enfield has an excellent satisfaction level within the customers.

TABLE No.16
Table Showing- The Rating By The Respondents For Their Satisfaction Level With Respect
To After Sales Service

RATING NO. OF PERCENTAGE

RESPONDENTS
POOR 11 14%
AVERAGE 13 18%
GOOD 27 36%
EXCELLENT 24 32%
TOTAL 75 100%

30

25

20

15 27
24

10
13
11
5

0
Poor Average Good Excellent
No. of Respondents

Analysis

From the above table it is clear that 14% of the respondents rated very poor and they were not
at all satisfied, 18% of them rated average, 36% of them rated good and maximum number of
respondents i.e. 32% rated excellent and these respondents were very much satisfied with the
after sales service.

Interpretation
It is clear that majority of the respondents are satisfied with their after sales service and few
respondents are not at all satisfied. This shows Royal Enfield has a good satisfaction level
within the customers.

TABLE No.17

Table Showing- The Respondents Opinion Of The Major Barrier For Not Purchasing Royal
Enfield Bikes By Non-Bullet Riders

PROBLEMS NO. OF PERCENTAGE

RESPONDENTS
HIGH MAINTENANCE 11 14%
POOR AFTER SALES 7 10%
SERVICE
HIGH PRICE 15 20%
LOW MILEAGE 8 10%
NOISY VEHICLE 3 4%
POOR PROMOTION 31 42%
TOTAL 75 100%

14%

10%
42%

20%
High maintainence
4% Poor after sales service
10%
High price
Low mileage
Noisy vehicle
Poor Promotion

Analysis

Maximum number of people (42%) described that there is very poor promotion for the Royal
Enfield, 20% had an issue with the price range, third biggest problem was 14% of them felt
high maintenance was required for the bike, only 4% of them felt it was noisy vehicle and
while 10% of respondents each refrained because of the low mileage and the poor after sales
service of Bullet.
Interpretation

It is clear that People who choose not to buy Bullets do so because of low promotion, high
price and maintenance. So Royal Enfield should concentrate on their promotional campaigns
and make sure it reaches the common man.

TABLE No.18

Table Showing - The Place Of Service Of Respondents Bike

PLACE OF SERVICE NO. OF PERCENTAGE

RESPONDENTS
SHOWROOM 34 45%
WELL KNOWN 29 38%
BULLET MECHANIC
NEARBY GARAGE 4 6%
SELF SERVICE 8 11%
TOTAL 75 100%

Showroom Well known bullet mechanic

Nearby garage Self service

11%

6%

45%

38%

Analysis
From the above table we can say that 45% of the respondents prefer their service of their bike
in showroom, 38% of them with well known bullet mechanic, 6% of them in nearby garage
and 11% of them prefer self service to their bike.

Interpretation

It is clear that most of the respondents service their bikes in the showrooms and also with a
well known bullet mechanic. There is no much difference but this shows people have less
trust with the showroom service.

TABLE No.19

table showing- the respondents opinion and level of satisfaction about the company taking
action towards complaints lodged by the customers

YES/NO NO. OF PERCENTAGE

RESPONDENTS
YES 55 73%
NO 20 27%
TOTAL 75 100%

RESPONSE FOR NO. OF PERCENTAGE

SATISFACTION RESPONDENTS
YES 49 66%
NO 26 34%
TOTAL 75 100%
 60 55

50

40

30

20 20

10

0
Yes
No

No. of Respondents

Point of satisfaction

No
34%

Yes
66%

Analysis

The above table shows that 73% of the respondents accept that the company takes action
towards the complaints lodged by the customers and 27% disagree for the same. Also the
satisfaction level is 66% by the respondents and 34% are not satisfied.

Interpretation

It is clear that most of the respondents agree that the company takes action towards the
complaints lodged by the customers and also the satisfaction level of the customers is very
high. This shows Royal Enfield checks at the complaints registered by their customers on
regular basis to maintain its brand value.
TABLE No.20

Table Showing- The Respondents Opinion About Participating In The Rider Mania Organized
By The Royal Enfield Club

YES/NO NO. OF PERCENTAGE

RESPONDENTS
YES 62 82%
NO 13 18%
TOTAL 75 100%
 18%

82%
Yes
No

Analysis

The above table shows that 82% of the respondents are wants to participate in the Rider
Mania and 18% of them are not interested.

Interpretation

It clearly shows that majority of the respondents are very much interested in Rider Mania and
also shows that respondents are very passionate Enfield fans.
 CHAPTER 5
FINDINGS AND CONCLUSION
FINDINGS

1. It is revealed that majority of users are between 20 to 29 years. From this we can
conclude younger generation and middle age are more interested in Royal Enfield may
be because this is the age where they start earning.
2. It is clear that most of the users of Royal Enfield are males mostly because of the
manly look of the bikes.
3. Users are mostly Professional males, 20-35 years of age including some students
because of the looks and power of the bike.
4. Royal Enfield is placing their products in the appropriate price range. As the people of
this income bracket less than 1,20,000 can easily afford this Bike.
5. Customers are not attracted to only one particular model due to the variants available
and because the Classic 500/350 is the newly released models they are fast moving
now.
6. Customers are easily affording the price of Royal Enfield bikes and they are not feeling
much problem with the amount and purchasing way of most of the customers is leading
in cash sector.
7. Majority of the customers directly chose Royal Enfield as their bike and dint even have
a look at the nearest alternative bike and this shows the loyalty of the customers
towards the brand Royal Enfield.
8. Advertisements are rarely recalled and are highly ineffective amongst non-Bullet
riders. It’s clear that Royal Enfield should concentrate on its advertising campaign to
reach the customers.
9. It clearly shows that mileage of the Royal Enfield bikes is economical & mileage
between 35 and 40 that too on Indian roads with heavy traffic is a great deal.
10. Most of the Royal Enfield bikes doesn’t breakdown at all, it is not problematic and not
involved into repair always.
11. It is clear that most of the respondents prefer to buy their bike brand new from
showroom only and majority of the customers are very much satisfied with the place of
purchase of their Royal Enfield bike. This also shows there is more demand for new
bikes.
12. It is clear that majority of the respondents are satisfied with spare parts availability and
we can say that Royal Enfield has good distribution channel for spare parts in the city.
13. It is clear that majority of the people who choose Royal Enfield as their bike doesn’t
have any problems or issues with their bike’s performance.
14. Majority of the respondents are satisfied with their bikes power and pick up. This
shows Royal Enfield has an excellent satisfaction level within the customer
15. Majority of the respondents are satisfied with their bikes comfort and safety. This
shows Royal Enfield has an excellent satisfaction level within the customers.
16. Majority of the respondents are satisfied with their after sales service and few
respondents are not at all satisfied. This shows Royal Enfield has a good satisfaction
level within the customers.
17. It is clear that People who choose not to buy Bullets do so because of low promotion,
high price and maintenance. So Royal Enfield should concentrate on their promotional
campaigns and make sure it reaches the common man.
18. It is clear that most of the respondents service their bikes in the showrooms and also
with a well known bullet mechanic. There is no much difference but this shows people
have less trust with the showroom service.
19. Most of the respondents agree that the company takes action towards the complaints
lodged by the customers and also the satisfaction level of the customers is very high.
This shows Royal Enfield checks at the complaints registered by their customers on
regular basis to maintain its brand value.
20. Majority of the respondents are very much interested in Rider Mania and also shows
that respondents are very passionate Enfield fans.
SUGGESTIONS

 Aggressive selling- The Company should follow an aggressive selling concept. A

non-aggressive selling concept which is clearly visible in its advertising campaign
which does not hit on the customer rather aims to provide information in a subtle
manner.
 Promotional campaign- The Royal Enfield ads seen on electronic and print media are
absolutely out of touch with the Indian culture and thought process. An Indian
consumer irrespective of their income level has a soft corner for traditions and culture
of India. Hence, all companies including market leaders like Hero Honda and Bajaj
capitalize on this behavior of customers and design their ad campaigns keeping India
in mind.
 Weak follow up from dealerships- It was observed during the study that Royal Enfield
was quite weak in following up with prospective customers.
 Measures should be taken to improve its dealership- Showrooms are very small in size
and do not reflect the quality and scale of Royal Enfield in the market.
 Should improve the after sales service- During the survey it was found that Royal
Enfield is not satisfying all their customers in after sales services, employees at
dealership sometimes use harsh words and become rude to the customers, parts of the
bike are not easily available in the market. This is the major drawback in capturing the
market share so Royal Enfield should take some better steps to satisfy and retain their
customers.
 Increase in customer query response- During the study it was found that dealers are
not satisfying the queries of customers and so suggested to increase customer query
response by dealers.
 Youth oriented promotion- Company should focus more on younger generation as it
can increase sales and market share in Hyderabad.
 Purchasing way of customers- Customers are easily affording the price of Royal
Enfield bikes and they are not feeling much problem with the amount. But the
company should also take some steps towards making purchase easier through bank
loans and EMI’s.
 Marketing communication- It should focus on satisfying the needs for Respect, Power,
Safety and Comfort.
 Brand ambassador- A non-flamboyant well-built brand ambassador may be chosen to
represent the Brand. It is necessary for Royal Enfield to have a brand ambassador from
India to connect with the Indian customer.
 Build iconic status- Royal Enfield should concentrate on building around the iconic
status it already enjoys if it plans to attract customers migrating to other
manufacturers.
CONCLUSION:

The study has helped Royal Enfield dealers to understand whether the customers
are satisfied or not. If not what are main reasons for dissatisfaction of customer towards the
dealer and what are the ways of improving the satisfaction level of customer towards dealer.

We can conclude younger generation and middle age are more interested in Royal
Enfield, the buying behavior is governed predominantly by the need for Power and respect for
the iconic Brand and users are mostly Professional Males, 20-35 years of age, including some
students. Most of the customers are attracted to newly released Classic 350/500, also
customers are easily affording the price of Royal Enfield bikes and customers are very loyal
towards the brand Royal Enfield.

Royal Enfield should concentrate on its advertising campaign to reach the customers,
mileage of the Royal Enfield bikes is very economical and most of them prefer to buy their
bike brand new from showroom with the spare parts available in market easily.

Royal Enfield has an excellent satisfaction level within the customer for its power,
pick up, comfort, safety and with after sales service.

It is clear that Royal Enfield checks at the complaints registered by their customers on
regular basis to maintain its brand value and entire Royal Enfield owner are passionate Royal
Enfield fans.
 CHAPTER 7

LEARNING OUTCOMES
 ANNEXURE
QUESTIONNAIRE

I am Venu S, a final year BBM student from Presidency College. This

information is required for successful completion of my project ‘A Study on Customer
Satisfaction towards Royal Enfield bikes, Hyderabad.’ I request you to kindly spare some of
your time and fill the questionnaire below. Thank you.

RESPONDENT INFORMATION

Name:

1. Age:

2. Gender : Male Female

3. Occupation:

Student Government service

Professional Self employed other

4. Annual Income:

Less than 1, 20,000 1, 20,001-3, 60,000

3, 60,001-7, 20,000 Above 7, 20,000

5. Which model of Royal Enfield do you presently own?

 Bullet 500 Thunder Bird

Bullet Electra Machismo 500 Bullet 350

Classic 500/350 others

6. How did u purchase the bike?

Cash Loan

7. Did u consider other motorcycle while buying the Royal Enfield bike?

Yes No

- If yes which bike did you compare with?

Bike cc

8. Please specify your source of awareness of Royal Enfield while buying your bike?

Newspapers Magazines Friends

Road shows TV Adds Website/blogs

Showroom Others

9. Please specify your bike’s mileage?

45km/lit & above 40-45

35-40 30-35 Below 30

- Are you satisfied with the bikes mileage?

 Yes No

10. Frequency of breakdown of your bike?

Very often rarely Not at all

11. Which place did you prefer to purchase your Royal Enfield bike?

Showroom Direct second hand

Used vehicles dealership

Are you satisfied purchasing there? YES NO

12. How about the availability of spare parts?

Readily available don’t get them readily

Don’t have good spares supply Major headache

13. Any major problems after purchasing Royal Enfield bike?

No problem

High maintenance Poor after sales service

High price Low mileage Noisy vehicle

14. How many stars will u rate for your satisfaction level with respect to power and pick
up of your Royal Enfield bike? Poor Average
 Good Excellent

15. How many stars will u rate for your satisfaction level with respect to comfort and
safety of your Royal Enfield bike?

16. How many stars will u rate for your satisfaction level with respect to after sales service
of your Royal Enfield bike?

17. How does your friend say to your Royal Enfield bike?

Trendy Macho

High Cost Low mileage

Expensive spare parts

Others- If any

18. What do you think is the major barrier for not purchasing Royal Enfield bikes by non-
bullet riders?
 High Maintenance Poor after sales service

High price Low mileage

Poor promotion Noisy vehicle

19. Where do you service your Royal Enfield bike?

Showroom Well known bullet mechanic

Nearby garage self service

20. Do you agree that company takes action towards the complaints lodged by the
customers?

YES NO

Are you satisfied with their replies?

YES NO

21. How many times have you suggested your friends or relatives to purchase of Royal
Enfield bikes?

1-2 3-4 More than 5

22. Would you like to participate in the Rider Mania organized by the Royal Enfield club?

YES NO
23. Any suggestions
 BIBLIOGRAPHY

Books Referred
 Marketing Management, 13th edition - Philip Kotler
 Survey Research Methods - Charles Babbie

Magazines Referred

 The Bullet-In, The Magazine For All Royal Enfield Bullet Enthusiasts.
 Royal Enfield Magazine, The BEAT.

Websites Referred

 www.google.com
 www.royalenfield.com
 www.wikipedia.org
 www.enfieldmotorcycles.com