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“A STUDY OF CUSTOMER SATISIFACTION FOR ROYAL ENFIELD”

A project report

Submitted to Bangalore university in partial fulfillment of the

requirement for award of degree

BACHELORE’S OF BUSINESS ADMINISTRATION

Submitted by

MADHU CHANDER

REG no:17VFC26067

Under the guidance of

PROF .GREESHMA FRANCIS

Management faculty

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NEW HORIZON COLLEGE

CERTIFICATE

This is to certify that this dissertation titled “Study On Customer Satisifaction

For Royal Enfield”. is based on the original study conducted by MR. MADHU

CHANDER bearing registration no.17VFC26067, as prescribed by the

Bangalore university in partial fulfillment of the requirements of bachelore of

business administration course.

The candidate has completed this project under the guidance and supervision of

PROF.GREESHMA FRANCIS

Prof : Bodisatvam prof: Prassana prakash

Principal HOD

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NEW HORIZON COLLEGE

GUIDE CERTIFICATE

This is t certify that this dissertation tittled “Study On Customer

Satisfaction Royal Enfield” is based on the original study conducted by MR.

MADHU CHANDER bearing registration no.17VFC26067,as prescribed as

Bangalore university in partial fulfillment of the requirements of bachelor of

business management course.

The candidate has completed this project under the guidance and supervision of

PROF.GREESHMA FRANCIS

PROF.GREESHMA FRANCIS

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ACKNOWLEDGMENT

It is my privilege to acknowledge the people whose consistent guidance,

motivation and influences crowned my life with successful completion of the

project.

provided which had enabled me to I sincerely thank Mr.

[sales manager] at Royal Enfield Bangalore divison at Indiranagar , for giving me

this opportunity and all the assistance guidance complete this poject.

Wish to convey my gratitude and sincere thanks to principal of

management studies of New Horizon College for the support rendered by this

institution and the head of the department PROF. GREESHMA FRANCIS, who

stood as constant support throught this completion of this project.

I am greatful to all my friends for their support given to me throughput the

completion of the project.

Finally, I express my sincere and heartfelt gratitude to my parents and the laod for

their blessings in completing this project successfully.

Bangalore

MADHU CHANDER

REG :17VFC26067

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STUDENT DECLARATION

I Mr. MADHU CHANDER student of BBA studying in new horizon college here

by declare that this project report titled “A study on customer satisafaction of the

customers of Royal Enfield”. Has been prepared by me during the year 2019-

2020,under the guidance of prof. greeshma, management faculty, New Horizon

College Bengaluru.

i hereby also declare that this project has been submitted at any time to any other

university for the award of and Degree or Diploma.

Place: BENGALURU

Date: MADHU CHANDER

REG.NO.17VFC26067

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Table of contents

1. CHAPTER - INTRODUCTION

2. CHAPTER – INDUSTRY AND COMPANY PROFILE

3. CHAPTER – RESEARCH DESIGN

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

METHODOLOGY OF THE STUDY

SCOPE OF THE STUDY

SAMPLING METHOD

DATA COLLECTION METHOD

3.7DATA COLLECTION TOOL

DATA PROCESSING

REVIEW OF LITERATURE

TOOLS OF ANALYSIS

LIMITATIONS OF THE STUDY

CHAPTER SCHEME

4. CHAPTER – ANALYSIS AND INTERPRETATION

5. CHAPTER – SUMMARY OF FINDINGS

FINDINGS

SUGGESTIONS

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CONCLUSION

6. CHAPTER-BIBLIOGRAPHY

7. ANNEXTURE

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CHAPTER01: INTRUDUCTION

Royal Enfield is an Indian motorcycle manufacturing brand with the tag of "the oldest global

motorcycle brand in continuous production"[ manufactured in factories in Chennai in India.

Licensed from Royal Enfield by the indigenous Indian Madras Motors, it is now a subsidiary

Of Eicher Motors Limited, an Indian automaker.[4] The company makes the Royal Enfield

Bullet, and other single-cylinder and twin-cylinder motorcycles. First produced in 1901, Royal

Enfield is the oldest motorcycle brand in the world still in production, with the Bullet model

enjoying the longest motorcycle production run of all time.

The Indian government looked for a suitable motorcycle for its police and army, for patrolling

the country's border. The Royal a Enfield Bullet was chosen as the most suitable bike for the job.

The government ordered 800 units of the 350 cc model. In 1955, the Redditch company

partnered with Madras Motors in India to form 'Enfield India' to assemble, under licence, the

350 cc Royal Enfield Bullet motorcycle in Madras (now called Chennai). The tooling was sold to

Enfield India so that they could manufacture components. By 1962, all components were made

in India. The Indian Enfield uses the 1960 engine (with metric bearing sizes), Royal Enfield still

makes an essentially similar bike in the 350 cc and 500 cc models, along with several different

models for different market segments.

In 1990, Royal Enfield collaborated with the Eicher Group, an automotive company in India, and

merged with it in 1994. Apart from bikes, Eicher Group is involved in the production and sales

of commercial vehicles and automotive gears. Although Royal Enfield experienced difficulties in

the 1990s, and ceased motorcycle production at their Jaipur factory in 2002, by 2013 the

company opened a new primary factory in the Chennai suburb of Oragadam on the strength of

increased demand for its motorcycles. This was followed in 2017 by the inauguration of another

new factory of a similar size to the facility at Oragadam (capacity 600,000 vehicles per year) at

Vallam Vagadal. The original factory at Tiruvottiyur became secondary, and continues to

produce some limited-run motorcycle models.

Royal Enfield announced its first takeover of another company in May, 2015 with the purchase

of a UK motorcycle design and manufacturing firm, Harris Performance Products, that had

previously developed the chassis of the Royal Enfield Continental GT Cafe Racer. Harris work

with the UK-based part of Royal Enfield's development team, who are based at the UK

Technology Centre at Bruntingthorpe Proving Ground in Leicestershire. The team was

established in January 2015, and moved into their new, purpose-built facility in May 2017. By

the end of 2019, the team numbered 155 and carries out the full spectrum of design and

development activities, from concept generation and clay design to engineering design,

prototyping and validation.

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Royal Enfield currently sells motorcycles in more than 50 countries. Royal Enfield surpassed

Harley-Davidson in global sales in 2015.

In August 2015, Royal Enfield Motors announced it is establishing its North American

headquarters and a dealership in Milwaukee, Wisconsin, with the intention to offer three bikes,

the Bullet 500, Classic 500 and Continental GT 535 Cafe Racer as they feel this engine size

represents an underserved market. The dealership will be Royal Enfield's first company-owned

store in the U.S., according to Rod Copes, president of Royal Enfield North America. The

company wants to establish about 100 dealerships in American cities starting with Milwaukee.

"I live here, so I am biased. But in my mind, Milwaukee is kind of the center of motorcycling in

the United States," said Copes, a former Harley-Davidson executive. "We view this as kind of

our first flagship dealership," he added.

Later in August 2015, parent-business Eicher announced its entry in Indonesia as a part of its

global strategy in the mid-sized (250-750 cc) motorcycle segment, initially starting retail

operations from a dealership in Jakarta. From April to September, 2015, Royal Enfield's

domestic sales were 50% higher than the previous year, despite a declining motorcycle market in

India.

In 2017, Royal Enfield added new variants of the Classic 350 and 500 motorcycles. While the

Royal Enfield Classic 350 gets Gunmetal Grey as a new color option, the Classic 500 will now

come in Stealth Black colour.

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CHAPTER02:INDUSTRY AND COMPANY PROFILE

COMPANY PROFILE

Royal Enfield is an Indian motorcycle manufacturing brand with the tag of "the oldest global

motorcycle brand in continuous production" manufactured in factories in Chennai in India.

Licensed from Royal Enfield by the indigenous Indian Madras Motors, it is now a subsidiary of

Eicher Motors Limited, an Indian automaker.

INDUSTRY BACKGROUND

Royal Enfield was a brand name under which The Enfield Cycle Company

Limited of Redditch, Worcestershire[1] sold motorcycles, bicycles, lawnmowers and stationary

engines which they had manufactured. Enfield Cycle Company also used the brand name Enfield

without Royal.

The first Royal Enfield motorcycle was built in 1901. The Enfield Cycle Company is responsible

for the design and original production of the Royal Enfield Bullet, the longest-lived motorcycle

design in history.

Royal Enfield's spare parts operation was sold to Velocette in 1967, which benefitted from the

arrangement for three years until their closure in early 1971. Enfield's remaining motorcycle

business became part of Norton Villiers in 1967 with the business eventually closing in 1978.

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CHAPTER03:RESEARCH DESIGN

STATEMENT OF THE PROBLEM

Customer satisfaction is one of the most important issues concerning business organizations of

all types, which is justified by the customer orientation Philosophy and the main

principles of continuous improvement of modern enterprises. Customer is an individual or

business that purchases the goods or services produced by a business. The client is the end goal

of businesses, since it is the customer who pays for supply and creates demand.

Businesses often follow the adage that "the customer is always right" because happy

customers will continue to buy goods and services. In today’s competitive business

environment, customer satisfaction is an increasingly important component of an

effective organization. Customer satisfaction is a key component of a successful and

prosperous organization. It has been linked to higher profit margins and greater employee

satisfaction, customer loyalty, customer retention, and repeat purchases. When measured

in financial terms, it is easy to see why customer satisfaction should become the

foundation to all other measures of business performance. Satisfied customers will return

to buy more, recommend you to others, cost less to sell to, and cost less to service. In short,

organizations that actively manage customer satisfaction are actively managing their

ongoing profitability. Customer satisfaction is important because it provides marketers and

business owners with a metric that they can use to manage and improve their businesses.

Building customer relationships is one of the customer retention strategies used to improve

customer service and reduce customer churn. The problem is that customer satisfaction is

seldom expressed in financial terms. Many organizations simply categorize customer

satisfaction measurement as a form of “marketing intelligence” instead of using it as a

management tool to build the customer into their quality improvement processes and

increase profit. As a result, companies often know the cost of providing good service but

they rarely know the cost of providing bad service. Many market research companies

agree that even “satisfied customers” will defect. Therefore, this study concerns on

customer satisfaction to meet customer needs in order to make customers loyal and retain

them for better profit in today’s modern market within the context of Royal Enfield motor

cycles.

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METHODOLOGY OF THE STUDY

RESEARCH

Once the problem has been carefully defined, the researcher needs to establish the plan that will

outline the investigation to be carried out. The research design indicates the steps that have been

taken and in what sequence they occurred. It is a systematic and purposive Investigation of facts

with an objective of understanding the customer satisfaction for ROYAL ENFIELD motors. The

methodology that will be applied by the study has been chosen in order to acquire information

and deduce conclusions about the ‗Customer satisfaction for ROYAL ENFIELD motors‘. The

main purposes of this study is to obtain an insight into the problems faced by the ROYAL

ENFIELD motors customers in order to propose further recommendations for better customer

satisfaction

RESEARCH DESIGN

Research design is the arrangement of conditions for collection and analyze of data in a systematic

manner that aims to combine relevance to research purpose with economy in procedure. The research

study applied here is purely descriptive.

SAMPLING TECHNIQUE

The simple random sampling method was used for the primary data collection. Simple random

sampling is the basic sampling technique where we select a group of subjects (a sample) for study

from a larger group (a population). Each individual is chosen entirely by chance and each member

of the population has an equal chance of being included in the sample. Every possible sample of a

given size has the same chance of selection; i.e. each member of the population is equally to be

chosen stage in the sampling process. There are two types of sampling techniques

OBJECTIVES OF CUSTOMER SATISFACTION

1) Improved Profitability

Higher satisfaction improves the total sales and profitability of the business. Your product or

brand is successful only if you have a large number of loyal customer.

2) Customer utility

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If a customer is satisfied with your product, that means he is getting more utility than your

competitors. This will increase your sales and help you retain your existing customer.

3) Improve referral marketing

Though higher satisfaction level, the customer will always refer your products to others in his

circle which will increase sales. There won't be any chance for de marketing if he fully satisfied

with your product.

The customer satisfaction and loyalty does not depend only on product quality. It depends on the

various factors that include your service and the benefits you are providing to your customer.

4) Improve quality of the product

Customer Satisfaction is the degree to which customer is satisfied with a product or service. The

main objectives includes:

1. How well the product performed.

2. The degree to which satisfaction levels affect future actions.

3. Satisfaction with the ease of making the purchase as well as customer service interactions.

NON-PROBABILITY SAMPLING

Non-probability sampling procedure, which does not afford any basis for estimating the

probability that each item in the population has been include in the sample

CONVENIENCE SAMPLING

The researcher has adopted convenience sampling method for this study.

SAMPLE SIZE

15 respondents are chosen as a sample size for the study.

DATA COLLECTION

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Target Audience: ROYAL ENFIELD motors customers in CET campus, Sreekaryam,

Trivandrum Area of Study: CET campus, Sreekaryam region. rchase.

PRIMARY DATA

Information obtained from the original source by research is called Primary Data. They offer

much greater accuracy and reliability. The data was collected from the respondents through the

questionnaire.

SECONDARY DATA

In means data that are already available i.e. it refers to the data which have already been

collected and analyzed by someone else. The data was collected from the websites and journals.

SIGNIFICANCE OF THE STUDY

The watch industry is in the current scenario is booming and undergoing a rapid growth. The

emergence of new generation private and foreign motors in the Indian watch market has raised

the competitiveness in the industry. The study aims at identifying the extend to which the

product quality of a watch affects its competitiveness. The outcome of the study reveals the

current perception about the motors rooted in the minds of the customers which could be useful

in formulating the strategies in future operations of the company, for the attainment of its goals

in this competitive scenario.

Objectives of a Customer Satisfaction Survey

Program Understanding the expectations and requirements of your customers. Determining

how well your company and its competitors are satisfying these expectations and requirements.

Developing service and/or product standards based on your findings.

The objectives are specific and measurable steps to meet the survey goal. The objectives provide

a framework for asking the right questions. As an example, identifying the demographic

characteristics of the survey group is often an important survey objective.

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Objective of customer survey

The objective of customer service is typically to interact with the customers in order to answer

questions, resolve support issues, improve credibility, and nurture relationships.

Descriptive study

Descriptive research is used to describe characteristics of a population or phenomenon being

studied. It does not answer questions about how/when/why the characteristics occurred. Rather it

addresses the "what" question (what are the characteristics of the population or situation being

studied? The characteristics used to describe the situation or population are usually some kind of

categorical scheme also known as descriptive categories. For example, the periodic

table categorizes the elements. Scientists use knowledge about the nature of electrons, protons

and neutrons to devise this categorical scheme. We now take for granted the periodic table, yet it

took descriptive research to devise it. Descriptive research generally precedes explanatory

research. For example, over time the periodic table’s description of the elements allowed

scientists to explain chemical reaction and make sound prediction when elements were

combined. Hence, descriptive research cannot describe what caused a situation. Thus, descriptive

research cannot be used as the basis of a causal relationship, where one variable affects another.

In other words, descriptive research can be said to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations. Often the best

approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative

research often has the aim of description and researchers may follow-up with examinations of

why the observations exist and what the implications of the findings are.

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Data collection methods

Customer Satisfaction Score (CSAT)

This is the most standard customer satisfaction metric, asking your customer to rate her

satisfaction with your business, product, or service. Your CSAT score is then the average rating

of your customer responses.

The scale typically ranges between 1 – 3, 1 – 5, or 1 – 10. A larger range is not always better,

due to cultural differences in how people rate their satisfaction. An article in Psychological

Science , for example, showed that people in individualistic countries choose the more extreme

sides more frequently than those in collectivistic countries.

An American is more likely to rate a service as “amazing” or “terrible” than for example a

Japanese, who will stick to “fine” or “not satisfactory." Such differences are important to be

aware of with an international customer base.

Net Promoter Score (NPS)

The Net Promoter Score (NPS) measures the likeliness of a customer referring you to someone,

and it’s probably the most popular way of measuring customer loyalty . Customer are asked how

likely they are to recommend you on a scale from 1 to 10.

The strength from NPS is that it's not about an emotion of satisfaction, but about your intention

of referring – which is easier to answer. It cuts down to the question of whether the product is

good enough to put your own reputation on the line.

Calculating your NPS score is quite easy. Take the percentage of respondents who fall within the

‘promoter’ category (10 - 9) and subtract the percentage of ‘detractors’ (0 - 6).

Customer Effort Score (CES)

With this method, customers aren’t asked for their satisfaction or likeliness of referring, but for

the effort it took them to have their issue solved — generally on a scale from 1 (very low effort)

to 7 (very high effort).

Your aim is, of course, to lower this average score. According to CEB , 96% of customers with a

high effort score showed reduced loyalty in the future, while that was the case with only 9% of

those who reported low effort scores.

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Social Media Monitoring

Social media has had an immense impact on the relationship between business and customer.

Where before, a great or poor service experience would maybe be shared with the closest family

and friends, social media offered an outlet and reach to potentially millions of people.

Because of that, it’s the perfect place to hear what your customers are really thinking about you.

If you have the right tools to track this, that is.

Facebook and Twitter are of course relevant platforms to track, but also platforms like Quora,

Yelp, Trip Advisor, etc.

Customer feedback surveys

A customer satisfaction survey is a questionnaire designed to help businesses understand what

their customers think about their products or services, their brand, and their customer support.

Data processing

Data processing is, generally, "the collection and manipulation of items of data to produce

meaningful information." In this sense it can be considered a subset of information processing,

"the change (processing) of information in any manner detectable by an observer."

The term Data Processing (DP) has also been used to refer to a department within an

organization responsible for the operation of data processing applications

Data Processing functions

Data processing may involve various processes, including:

• Validation – Ensuring that supplied data is correct and relevant.

• Sorting – "arranging items in some sequence and/or in different sets."

• Summarization – reducing detailed data to its main points.

• Aggregation – combining multiple pieces of data.

• Analysis – the "collection, organization, analysis, interpretation and presentation of data."

• Reporting – list detail or summary data or computed information.

• Classification – separation of data into various categories.

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Review of literature

Introduction The study of consumer behavior is to know the way an individual spends his

resources in the process of consuming items. This is an approach that comprises of studies of the

items that they buy and the reason for buying and the timing. It is also about where they make

the purchase and that too how frequently (Schiffman and Kanuk, 1996).

Marketing aims in satisfying the demands of the targeted customer. The domain of consumer

behavior deals with

Issues affecting consumer’s buying behavior. It aims in offering a clearer idea about the way

consumer makes the selection, buys, utilizes and disposes the respective product/service,

experiences/ ideas, attain to satisfaction to the desires (Kotler , 2003). In general, in a day, a

consumer makes many and varied buying decisions. Many companies are involved in initiating

market research to derive consumer’s current buying behavior.

According to Kotler and Armstrong (2001) there are answers to - what consumers in general

buy, the way they buy, the item that they buy, the place of buying, etc. The model for stimulus-

response is derived to be the simplest way to identify the buying behavior of the consumer.

This model is related to marketing stimuli (following 4 Ps) added by some major forces (such as

political, economic, cultural and technological), leaving great impact over buying behavior .

Consumer buys are subject to get influenced heavily by cultural, personal, social and the most

importantly the psychological features. Most of such concerns are beyond any control of the

marketers, yet are considered prior to any market orient decision (as by Kotler and Armstrong,

2001). The process of Review of Literature 34 making decision by the consumer does not

happen in vacuum. As against this, social, cultural, psychological and individual concerns

influence this subject very strongly (Lamb et al., 2002).

To begin with the process of understanding buying behavior of the consumer, it is important to

see the model for stimulus response. Environment and marketing stimuli get into the

consciousness of the buyer. It is the decision process of the buyer that leads him to a specified

decision. Buying behavior of the consumer gets influenced by social, cultural, and personal

issues (Kotler, 2003).

In reference to any society, the population gets categorized by prestige and power. As a result

the hierarchy of class gets decided (Assael, 1998). Excessive impact has been noted in terms of

social factors in the buying behaviour of the consumer. Buyers are generally influenced by

relevant family members, reference groups, peers, etc. Their buying behavior further depends on

the need for personal factors such as gender, age, lifestyle, education, income and personality.

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Many literatures are available about these factors, being influential element in the process of

making a buying decision. Features of gender or sex are further considered as relevantly

important cultural feature.

Every society has products that are exclusively and very strongly connected with gender. Thus,

the same is worthy enough in terms of suiting gender in respective category of the noted sub-

culture (Schiffman and Kanuk, 1996).

The factor of age too affects consumption pattern as differences are maintained under different

age-related demands (Hawkins et al., 2001).selection of a particular product is highly affected by

the economic status of the consumer. As for instance, his spendable income, saving

accountability, etc (Kotler, 2004).

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The ability of the person to buy respective products/services (Capon and Hulbert, 2001). In reference

to marketing, marketing mix remains Review of Literature 35 as an important domain that influences

the decision making process of the consumer. The venture of marketing mix comprises of all the

aspects that a firm can initiate to influence or create demand of the selected product. Collection of

various possibilities can get noted under four variable groups, termed as- ‘Four Ps’, (Product, Price,

Place and Promotion). Environmental concern is indisputably an important topic for both marketing

practitioners and policy makers today. Not only because there are severe concerns about the impact of

consumers’ buying and consumption behaviours on the environment (Johnson et al. 2008), but

because businesses are facing increased pressure to incorporate environmental and social

responsibilities into their corporate strategies.

Therefore, it is not surprising with statistics that many companies have started offering

environmentally friendly products as on option. In fact, corporate social responsibility is deemed to

be ‘‘a base requirement of operating in the 21st century and is not an option’’ (Charter et al. 2002, p.

8). As Nielsen’s (2014) Global Online Environment and Sustainability study have revealed (it

surveyed 30,000 respondents in 60 countries), 55 % of their respondents stated that they would be

‘‘willing to pay more for products and services provided that companies are committed to

positive social and environmental impact’’. in Australia, Nature’s Organics, the first and largest

local player to market its home care products based on green image held only a 3 % value share

in the total Australian home care market in 2011 (Euromonitor International 2012b, c).

Therefore, despite consumers’ positive attitudes and concernabout the environment, and

consumers growing environmental consciousness (e.g. CEAP 2007; Eurobarometer 2011),

several studies have revealed that there is an inconsistency between green attitudes and

behaviour of consumer (e.g. Carrigan and Attalla 2001; Chatzidakis et al. 2004; Pickett-Baker

and Ozaki 2008). As Carrington et al. (2010) note, it is apparent that many consumers do not

always ‘‘walk their Review of Literature 36 talk’’.

In a recent survey done few of UK consumers said they would be willing to pay more for greener,

organic and ethical cleaning products (Butler 2013). Yet, the home care market in the UK

continued to be dominated (between 2008 and 2013) by traditional brands which are not promoted

as environmentally friendly (Euromonitor International 2013). Some consumers continue to buy

environmentally hazardous products regardless of their concern for greener options (e.g. Strong

1996). Over the past few years, numerous theoretical frameworks have been developed to explain

this attitude– behaviour discrepancy but no definitive explanation has yet been found (Kollmuss

and Agyeman 2002).

The gap between consumers’ positive attitudes towards green issues and their inconsistent and

uneven conflicting consumption behaviour remains a concern for social marketers and policy

makers (Moraes et al. 2012) because the current levels of consumption and consumers’

consumption choice

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The Customer Satisfaction Score (CSAT) is the most straightforward measure of customer

satisfaction. If used correctly, collecting your CSAT can help you identify key areas where your

customers are less than satisfied. From here, you can make improvements accordingly.

Good customer satisfaction analysis tools are able to apply statistical tests to CSAT so you'll

know if changes in performance over time are real, or just random noise. Find out and dive

deeper into your data with Displayr - the best customer satisfaction analysis tool in the world.

Customer satisfaction score

Customer satisfaction. Customer satisfaction (often abbreviated as CSAT) is a term frequently

used in marketing. It is a measure of how products and services supplied by a company meet or

surpass customer expectation.

Limitations of the study

• Expected versus delivered value is being measured – CSAT is NOT necessarily a measure of

overall value or quality of the firm and its offerings.

• High CSAT scores may be simply a reflection of low expectations of the firm

• High CSAT scores may not deliver increased profitability (and may even have a negative

financial impact – primarily due to the firm over-delivering increased customer value)

• Existing customers will adjust their expectations to the value regularly being delivered, resulting

in most customers being “just satisfied” (reflected in average, not high, CSAT scores). This

means that it is difficult (high effort and cost) to maintain very high satisfaction scores over a

long period of time

• More engaged and involved customers are more likely to participate in optional market research

surveys, such as online surveys, potentially leading to an overestimation of CSAT levels

• There are better measures available – for the aggregate of factors that customer satisfaction is

suggested to address (which include of loyalty, customer profitability, likeability of the firm,

word-of-mouth potential, and so on

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CHAPTER04:ANALYSIS AND INTERPRETATION

For evaluating the quality of customer satisfaction of Royal enfield motorcycles a number of

critical variables are selected for conducting an in depth analysis. The results of the analysis are

presented in the following sections.

Sl no occupation Percentage

1 Business man 14

2 Professionals 30

3 Employees 34

4 Student 22

5 Total 100

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INTREPRETATION

From the above table, it shows that, 34% of the respondents were employee, 30% of the

respondents were Business People, 22% of the respondents were students and 14% of the

respondents were professional. It inferred that Majority (34%) of the respondents were

employees

5 4 3 2 1

Total Student Employees Business man Professionals

40

30

20

10

0

Percentage

100

90

80

70

60

50

Percentage

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2,EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Sl no Education Percentage

1 School level 35

2 Under graduate level 50

3 Post graduate level 14

4 Others 02

5 Total 100

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INTREPRETATION

From the above table, it shows that, 50% of the respondents were under graduates, 34% of the

respondents studied up to school level, 14% of the respondents were post graduates and 2% were

included in others. It inferred that majority (50%) of the respondents were under graduates.

5 4 3 2 1

Total Others Post graduate

level

School level Under graduate

level

0

10

20

30

40 Percentage

50

60

70

80

90

100

Percentage

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3,Age of the respondents

Sl no Age Percentage

1 Below 25 38

2 26-36 42

3 35-45 14

4 Above 45 06

5 Total 100

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INTREPRETATION

From the above table, it shows that, 42% of the respondents belong to the age group 26 -35,

38% of them were below 25, 14% belong to the age group 35-45, only 6% of the respondents

were above 45.

100 80 60 40 20 0

Below 25

26-36

Percentage

35-45

Above 45

Total

Percentage 1

2

3

4

5

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4,Gender of the respondents

Slno Gender No of respondents Percentage

1 Male 30 60

2 Female 20 40

Total 50 100

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INTREPRETATION

The analysis shows that, 60% of the respondents were Male and 40% of the respondents were

Female.

Total 2 1

0

10

20

30

40

Gender

No of respondents

Percentage

50

60

70

80

90

100

30

5,Awareness of the product through ads

Response Percentage

Strongly agree 54

Some what agree 31

Dis agree 08

Strongly disagree 07

Neutral 0

Total 100

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Interpretation

54% of the respondents strongly agree that they are aware about the range of products provided

by Royal enfield through advertisements‘. 31% of the respondents somewhat agree. While 8% of

them disagree this and 7% of the respondents strongly disagree this. Majority of respondents are

aware about the various range of products provided by Royal enfield through advertisements‘.

Percentage

Strongly agree

Some what agree

Dis agree

Strongly disagree

Neutral

Total

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6,Comparision of Royal Enfield bike with Java

Sl no opinion Percentage

1 Strongly agree 20

2 Agree 56

3 Dis agree 2

4 Strongly disagree 22

Total 100

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INTREPRETATION

From the above table, it shows that, 56% of the respondents agreed, 22% of the respondents

strongly disagreed, 20% of them strongly agreed and only 2% of the respondents disagreed that

Royal Enfield MOTORSes and other JAVA brands only differ in price range. It inferred that

120

100

80

60 opinion

Percentage

40

20

0

1 2 3 4 Total

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56% of the respondents agreed Royal Enfield motors and other java motors only differ in price

range

7, COMPARISON OF Royal enfield bikes WITH ITS COMPETITORS

slno occupation Percentage

1 Excellent 30

2 Good 46

3 Satisfactory 20

4 Poor 04

Total 100

35

INTREPRETATION

From the above table shows that, 46% felt that Royal Enfield MOTORSes are good than its

competitors, 30% of them felt excellent, 20% of them were satisfied and only 4% of the

respondents felt poor. It inferred that majority (46%) of the respondents felt that Royal Enfield

are good than its competitors

Total 4 3 2 1

0

20

40

occupation

Percentage

60

80

100

120

36

8, PERIOD OF USAGE OF ROYAL ENFIELD BY THE RESPONDENTS

SLNO PEROID OF USEGAE PERCENTAGE

1 More than 2 year 66

2 One year 20

3 More than 3 years 04

4 Recently 10

Total 100

37

INTREPRETATION

The above table shows that, 66%% of the respondents used Royal Enfield Motors for more than

1 year. 20% of them used for 1 year, 10% of the respondents used only recently & only 4% of

the respondents used only before 6 months. It inferred that (66%) majority of the respondents

used the royal enfield motors for more than 1 year.

4 3 2 1

Total Recently More than 3 years

One year More than 2 year

0

10

20

30

40

PERCENTAGE

50

60

70

80

90

100

PERCENTAGE

38

9, AFFORDABILITY OF ROYAL ENFIELD BIKES

SLNO AFFORDABLE PERCENTAGE

1 Strongly agree 32

2 Agree 56

3 Dis agree 06

4 Strongly dis agree 06

Total 100

39

INTREPRETATION

From the above table shows that, 56%% of the respondents agreed that royal enfield are

affordable. 32% of them strongly agreed it. Only 6% of them disagreed and strongly disagreed it.

It inferred that majority (56%) of the respondents agreed that royal enfield are affordable.

PERCENTAGE

1 Strongly agree

2 Agree

3 Dis agree

4 Strongly dis agree

4 Total

40

10, CUSTOMER SERVICE OF ROYAL ENFIELD MOTORS

Responds Percentage

Strongly agree 28

Some what agree 38

Dis agree 16

Strongly disagree 12

Neutral 06

Total 100

41

Percentage

100

90

80

70

60

50 Percentage

40

30

20

10

0

Strongly agree

Some what agree

Dis agree Strongly disagree

Neutral Total

42

Interpretation

As from the above table it can be seen that 28% of the respondents have strong agreement that

the customer service personnel have sufficient knowledge about their products. 38% of them

somewhat agree to this. 16% of the respondents disagrees to this and 12% of the strongly

disagrees this. Remaining 6% of the respondents neutral to this. Most of the customers felt that

customers service personnel has good knowledge about the product.

43

11, PERSONNEL GENERAL BEHAVIOR OF CUSTOMER SERVICE

Response percentage

Strongly agree 42

Some what agree 12

Dis agree 32

Strongly disagree 05

Neutral 09

Total 100

44

percentage

Strongly agree

Some what agree

Dis agree

Strongly disagree

Neutral

Total

45

Interpretation

It can be seen from the above table that 42% strongly agrees that the general behaviour of

customer service personnel of royal enfield was good. 21% of the respondents somewhat agrees

that it was good. While 32% of them disagrees and according to them it was not good, only 5%

of the respondents strongly disagrees this. Only 42% of customers are satisfied with General

Behavior of customer service personnel of royal enfield, majority of customers are not satisfied

because the product range of royal enfield is vast and it is difficult for the service personnel to

give proper service aids to Royal Enfield Motors.

46

12,Product of competitor

Response Percentage

Yes 36

No 64

Total 100

47

Interpretation

From the above table it can be seen that 36% of the respondents have MOTORSes of competitor,

64% of them do not have any other Motors.

Total No Yes

0

20

40

Percentage 60

80

100

120

Percentage

48

13, RESPONSE OF STAFF TOWARDS CUSTOMER’S ENQUIRY

Response percentage

Strongly agree 14

Some what agree 38

Dis agree 20

Strongly disagree 28

Neutral 0

Total 100

49

100 80 60 40 20 0

Strongly agree

Some what agree

Dis agree

percentage

Strongly disagree

Neutral

Total

percentage

50

Interpretation

It can be seen from the above table that 14% of the respondents strongly agrees that whenever

they approached the staff with a question they responded properly. 38% of the respondents

somewhat agree with this, while 20% of the respondents disagree this, remaining 28% of them

strongly disagree this. Most of customers are not satisfied with Royal Enfield motors‘s customers

enquiry, so Royal enfield should give proper knowledge & awareness to their staff regarding

their products & services so they can give sufficient clarification for all queries that arise from

customers.

51

14, SUGGESTIONS FOR IMPROVING QUALITY OF SERVICES

suggestions No of respondents Percentage

Minimization of service

time

0 0

Better customer care 69 69

Better communication of

product detail

21 21

Modern technology 10 10

Total 100 100

52

40

20

0

Percentage

No of respondents

200

180

160

140

120

100

80

60

53

Interpretation

It can be seen from the above table that according to 69% of the respondents better customer care

is the suggestion for improving quality of services. According to 21% of the respondents better

communication of product detail is the suggestion. According to 10% of them modern

technology is the suggestion. None of the respondents put forward the suggestion of

minimization of service time. Most of respondents are demanded that royal enfield should better

its customer care with more pleasing nature, willing to help them etc in order to attain the

customer satisfaction.

54

15, ROYAL ENFIELD BIKES PRODUCT RANGE

Response PERCENTAGE

Strongly agree 37

Some what agree 25

Dis agree 16

Strongly disagree 11

Neutral 11

Total 100

55

Interpretation

The above table shows that 37% of the respondents strongly agrees that the product range

provided by royal enfield is satisfying. 25% of the respondents somewhat agrees to this. While

16% disagree this, 11% strongly disagree and remaining 3% neutral this. Majority of customers

are satisfied with product range of bank. It will help the brand to establish new leads & to have

new customers with reference to their existing customers

Total Neutral Strongly disagree

Strongly Some what Dis agree agree agree

0

10

20

30

40

PERCENTAGE 50

60

70

80

90

100

PERCENTAGE

56

CHAPTER05:SUMMARY OF FINDINGS

FINDINGS

1. Majority of respondents are aware about the various range of products provided by Royal

Enfield Motors through advertisements‘.

2. Majority of the respondents agreed Royal Enfield Motors and other JAVA brands only differ

in price range

3. Majority of the respondents felt that Royal Enfield Motors are good than its competitors

4. Majority of the respondents used the Royal Enfield Motors for more than 1 year.

5. Majority of the respondents agreed that Royal Enfield Motors are affordable.

6. Most of the customers felt that customer service personnel has good knowledge about the

product.

7. Majority of customers are not satisfied with general behavior of customer service personnel

because the product range of Royal Enfield Motorsis vast and it is difficult for the service

personnel to give proper service aids to Royal Enfield Motors.

8. Majority of customers use Royal Enfield Motors only, this shows that loyalty of customers

enjoyed by company. This strong customer loyalty is laying an effective foundation for Royal

Enfield Motors.

9. Most of customers are not satisfied with Royal Enfield customers‘ enquiry, so Royal Enfield

Motors should give proper knowledge & awareness to their staff regarding their products &

services so they can give sufficient clarification for all queries that arise from customers.

10. Most of respondents are demanded that Royal Enfield Motors should better its customer care

with more pleasing nature, willing to help them etc in order to attain the customer satisfaction.

11. Majority of customers are satisfied with product range of bank. It will help the brand to

establish new leads & to have new customers with reference to their existing customers

12. Majority of customers disagree the fact that they will purchase rival brand, it show the Royal

Enfield providing excellent service and products to their customers to keep its customer & to

survive in competitive environment.

57

13. Study shows that Royal Enfield Motors website have excellent rating and it can be further

improved again by including detailed information of various vouchers, offers & promotions

related to their products

58

SUGGESTIONS

1. Customer of Royal Enfield motors is well known about the product range provided by the

brand.

2. From the survey it is clear that majority of the customers were young people and the

advertisements, products offered by Royal Enfield motors exactly matches the demand of youth.

This makes Royal Enfield motors ahead of its competitors

3. From the survey it is clear that service quality offered by the Royal Enfield brand has a good

influence on customers. So Royal Enfield should improve its customer service quality to retain

and satisfy customers

4. In order to improve its sales, ad promotion should be taken care, excellent customer care

should be provided and also it should reduce its service time.

5. There is so much percentage of customer are dissatisfied with general behavior of customer

service personnel, so they should be given proper training to improve the quality of service

6. Often the product range displayed in the ads are not available in stores, so it should be ensured

that product ranges are available as soon as possible. Or the website should provide a solution

like e-tailing.

7. Due to emergence & tough competition from rivals Royal Enfield motors should soon

implement online ordering and selling. If cash on delivery scheme is implemented it can enhance

sales

8. For common doubts & queries suitable recordings can be made. Queries & recommendations

can be uploaded in website of Royal Enfield .

9. Website of Royal Enfield can be improved again by including detailed information of new

products, offers & promotions. It should also provide Customer‘s feedback option while they use

online.

59

CONCLUSION

On the growing influence of globalization on the Indian MOTORS industry, a number of global

manufacturers are coming into the Indian MOTORS industry. In such a dynamic environment

Royal Enfield need to be more quality conscious since the products offered are almost similar by

all the MOTORS manufacturers in the industry. Royal Enfield needs to take serious efforts to

make itself competitive and stable in the dynamic market situation by focusing on the service

quality aspects. Gaining and maintaining consumer preference is a battle that is never really won.

Continued and consistent branding initiatives that reinforce the consumer‘s purchase decision

will, over time, land the product in consumer preference sets. Attaining and sustaining preference

is an important step on the road to gaining brand loyalty. Most of the consumers prefer Royal

Enfield motors due to its strong brand image, and the main factor forcing the customers to buy

Royal Enfield MOTORS is advertisements through the print and electronic media

60

CHAPTER06: BIBLIOGRAPHY

Bibliography

1. Philip Kotler (2006) ,―Marketing management‖, 10th edition

.

2. Kothari. C.R.(2005), ―Research Methodology Methods and Techniques‖, 4th edition

3. L R Potty (2011), ―Research Methodology‖

4. Barry, Ann Marie Seward. (1997). Visual Intelligence: Perception, Image and Manipulation in

Visual Communication.

5. Kotler & Keller (2008), Marketing management, 8th edition

61

WEBLIOGRAPHY

1. https://en.wikipedia.org/wiki/Royal_Enfield

2. https://www.royalenfield.com/in/en/financepage-india/

3. https://www.royalenfield.com/in/en/our-world/since-1901/

62

No

Style

Peers

ANNEXURE

1. Questionnaire for the Project on the topic “Assessment of product and service quality of Royal

Enfield motors” Name : Gender : Age : Occupation : Education : Signature : Do you own Royal

Enfield MOTORS?

Yes

2. Reason for selecting Royal Enfield MOTORS

Brand value

Prestige symbol

Others (specify )

3. You came to know about the brand via

Ads

Social network

Family

Others (Specify )

4. How long have you been using Royal Enfield MOTORS?

0-6 months

6-12 months

12-18 months

More than 18 months

5. How many times you went to repair the MOTORS

Never

63

One time

Two time

Three time

More than three times

6. In your most recent customer service experience how did you contact the representative?

In person

By phone

Through retailer/dealer

Other (specify )

Not applicable

7. Did the representative (select all that apply)

Quickly identify the problem

Appear knowledgeable and competent

Help you understand the cause and solution to the problem

Handle issue with courtesy and professionalism

Not applicable

8. About how long it take to get this problem resolved?

Immediate resolution

Less than a day

2-3 days

More than a week

Problem is still not resolved

Not applicable

9. Compared to other brands Royal Enfield is

Much better

64

Somewhat better

About the same

Somewhat worse

Much worse

10. Royal Enfield motors are affordable

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

11. JAVA brands like bajaj, Benelie etc only differ in price range

Strongly agree

Agree

Disagree

Strongly disagree

65