Submitted to

Internship Report On

“ A STUDY ON CUSTOMER SATISFACTION LEVEL WITH

REFRENCE TO ROYAL ENFIELD”

By

SHARATH.UM

1NZ14MBA80

Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY,

BELGAUM

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

INTERNAL GUIDE EXTERNAL GUIDE Ms. NIVYA FISTON Mr. ANAND KUMAR.V

Sr. Assistant. Professor Proprietor

DEPARTMENT of MBA

NEW HORIZON COLLEGE OF ENGINEERING

OUTER RING ROAD, MARATHALLI

BANGALORE

2015-2016

Acknowledgement

I wish to place on record my deep sense of appreciation to all those who made this project come

into existence and guide me from the start to finish. I express my sincere gratitude to the institution

of New Horizon College of Engineering, Bangalore.

I would like to thank Dr. Manjunatha, Principle of New Horizon College of Engineering,

Bangalore for giving me the opportunity to prove my calibre by submitting this project report.

I am greatful to Dr. Sheelan Mishra, Head of Department of Management Studies, New Horizon

College of Engineering Bangalore for her support in the formatting and the completion of this

project.

I thank my Internal Guide Ms. NIVIYA FESTON Sr asst. Professor, for her guidance and support

without whom the project would not have been materialized.

I also express my sincere appreciation to Mr. ANAND KUMER V, proprietor, Royal Enfield,

Bangalore for his constant support and for giving the time of his busy schedule for helping out for

the completion of the project.

SHARATH U. M

(1NZ14MBA80)

LIST OF CONTENTS

Chapter

TOPICS

Page No

1

INTRODUCTION 1.1 Introduction about the internship

1.2 Topic of the study

1.3 statement of the problem 1.4 Need for the study 1.5 Objectives of the study 1.6 Scope of the study 1.7 Methodology adopted 1.8 Review of Literature

1.9 Limitations of the study

1-7

2

INDUSTRY AND COMPANY PROFILE 2.1 industry profile

2.2 Company profile

2.2.1 Vision, Mission, Quality policy

2.2.2 products profile

2.2.3 Areas of operation

2.2.4 Infrastructural facilities

2.2.5 Competitors information

2.2.6 SWOT analysis of E-Commerce company

2.2.7 Future Growth and Prospects

8-18

3

THEORITICAL BACKGROUND

19-26

4

DATA ANALYSIS AND

INTERPRETATION

27-62

5

FINDINGS, SUGGESTION AND

CONCLUSION

63-67

BIBLOGRAPHY

68

ANNEXURE

69-71

LIST OF TABLES

Table No

Table Name

Page No

4.1

Showing the gender of respondents

27

4.2

Showing the occupation of the respondents

29

4.3

Showing the annual income of the customers

31

4.4

Showing which model of bike the customers use

33

4.5

Showing the mode of payment made by

Customers

35

4.6

Showing the awareness of the bike

37

4.7

Showing specific bike mileage

39

4.8

Showing customers satisfaction regarding the

Mileage

41

4.9

Showing the mode of purchase of Royal Enfield

bike

43

4.10

Showing if customers face any problem regarding

the bike

45

4.11

Showing the various major problems faced by

customers regarding the bike

47

4.12

Showing how frequently customers visit the

service centre

49

4.13

Showing the overall experience of the bike

through rating

51

4.14

Showing the Motivational factors to purchase

Royal Enfield

53

4.15

Showing which bike the customers prefer for long

rides

55

4.16

Showing customers preference for going long

rides

57

4.17

Showing if customers suggest their friends or

relatives to purchase Royal Enfield

59

4.18

Showing satisfaction level with respect to service

61

LIST OF CHARTS

Table No

Chart Name

Page No

4.1

Showing the gender of respondents

28

4.2

Showing the occupation of the respondents

30

4.3

Showing the annual income of the customers

32

4.4

Showing which model of bike the customers use

34

4.5

Showing the mode of payment made by

Customers

36

4.6

Showing the awareness of the bike

38

4.7

Showing specific bike mileage

40

4.8

Showing customers satisfaction regarding the

Mileage

42

4.9

Showing the mode of purchase of Royal Enfield

bike

44

4.10

Showing if customers face any problem regarding

the bike

46

4.11

Showing the various major problems faced by

customers regarding the bike

48

4.12

Showing how frequently customers visit the

service centre

50

4.13

Showing the overall experience of the bike

through rating

52

4.14

Showing the Motivational factors to purchase

Royal Enfield

54

4.15

Showing which bike the customers prefer for long

rides

56

4.16

Showing customers preference for going long

rides

58

4.17

Showing if customers suggest their friends or

relatives to purchase Royal Enfield

60

4.18

Showing satisfaction level with respect to service

62

Executive Summary

Classic bikes with power for leisure riding is what a Royal Enfield bike stands for, and Royal

Enfield leads this segment of the market in India by leaps and bounds. Its exquisite range of

motorcycles combines distinctive styles with power, riding comfort and ruggedness to deliver a

unique motorcycling experience.

Customer satisfaction measures the gap between customer experiences and expectations. It is the

customer who can keep the company’s sales higher. It costs five times as much as to attract a new

customer as it does to keep the current customer satisfied.

Satisfied customers make repeat purchases, and the other about their good experiences with the

product. Royal Enfield was doing quite well in south India, especially in the city of Bangalore. But

since the competition from several 100cc two-wheeler rose, it has started to extend its brand range

to meet all sort of market demand and its customer.

Royal Enfield Bullet, the owners were most satisfied with the comfort and style of their Bullet.

The respondents rated same as expected regarding the mileage of the Bullet, thus mileage of the

Bullet needed some improvements. Increase in mileage in turn increases the necessity of the Bullet.

The overall satisfaction regarding the Royal Enfield Bullet was found good.

The advertisements of Royal Enfield Company were found below average. The technological

advancement and range of product was found average and needed some improvement. The global

reputation of Royal Enfield Company was found satisfactory. There was some improvement

needed in dealer network according to the respondent’s opinion.

After making an exhaustive study, survey and influence regarding the customer satisfaction of

Royal Enfield Bullet, it is very clear that the present marketing strategy requires greater attention

to detail and lots of changes. The recommendations for improving the marketing strategy so as to

reach the initial target of greater amount of sales and improve the present market share are as

follows.

1

CHAPTER-1

INTRODUCTION

1.1 INTRODUCTION ABOUT THE INTERNSHIP:

Customer satisfaction: actions the gap between customer experiences and expectations. To

create more loyal customer is a way of growing a business in a profitable manner. If a customer

satisfaction in experience as a product or dealer service exceeds his or her outlook. Then the

exceed amount will equal satisfaction and on the contrary, if the customer experience falls

short of expectation, The short fall will be equal dissatisfaction. The art of managing customer

expectation and experience

Many companies are competing for the market share. So the cost of attracting new customers

is increasing. In reality, to attract a new customer it expenses five times as much as to keep a

current customer satisfied. Companies gain faith and satisfaction by delivering more than they

guarantee. It is a known fact, that the satisfaction of the customers is the benchmark for

organization success.

This project report will be basically concerned with specialization subject – Marketing-, as

part of final year Master of Business Administration program this project report is prepared

and it mainly deals with customer satisfaction which is part of Marketing Specialization. This

study on customer satisfaction is carried in “Royal Enfield” which is one of the leading two

wheeler company.

Bikes are typically an extravagance polite in the created world, anywhere they are utilized for

the most part for amusement. In creating nations, Two-wheelers are need. Of all the Two-

wheelers on the planet, 58% are in the Asia Pacific and Southern and Eastern Asia locale.

India is the real bike market on this planet, enrolling a general advancement rate of 9.5 percent

some place around 2006 and 2014. This plainly demonstrates the present economic situation

is great; such a large number of new organizations are going into this business.

2

The internship report was on the study of customer satisfaction at Royal Enfield.AS per VTU

internship was carried on for 10Weeks. Customer satisfaction is very important for the

development of the organization which helps to create a strong brand loyalty. This also helps

to retain the customer. During this time, I did a research on customer satisfaction on Royal

Enfield like. I took feedback from the customer who visited the showroom for purchasing the

like. I as well observed what made customer satisfaction and what other measures should be

taken to satisfy them.

1.2 TOPIC CHOSEN FOR STUDY:

“A study on customer satisfaction levels of Royal Enfield “

1.3 STATEMENT OF THE PROBLEM:

Customer is facing longer delivery time for their bikes after pre- bookings. Customer

satisfaction measures the gap between customer experiences and expectation. It is the

customer who can keep the company’s sales higher. It costs five times as much as to pull in

another client as it does to keep the present client fulfilled. Royal Enfield was doing quite well

in south India, especially in the city of Bangalore. Customer satisfactions make repeat

purchases, and the other about their good experiences with the product. But since the

competition from several 100cc two- wheeler rise, it has started to extend its Brand range to

Royal Enfield meet all sort of market demand and its customer.

1.4 NEED FOR THE STUDY:

Fulfillment is the level of individual feels condition of contrasting items recognizes in

connection with the individual's desires. Fulfillment level is consequence of the contrast

between saw, execution and desires. On the off chance that the execution comes up short

concerning desires, the client is not fulfilled; if the execution coordinates the desire the clients

are much fulfilled. In the event that the execution is past his desire the client is excited client.

Fulfillment steers fruitful private segment organizations. High-performing organizations have

propelled standards and techniques for accomplish consumer loyalty. This paper exhibits a

structure or set of thoughts for utilizing consumer loyalty standards and ways to deal with

3

upgrade the quality, responsiveness, and achievement capacity of open part. This paper

additionally talks about the secretly gave administrations in uncovered groups.

Consumer loyalty is client’s positive or negative sentiments about the quality that was seen as

an aftereffect of utilizing specific associations present as a part of particular utilized response

to a progression of utilization condition encounter a general public bolster business since they

serve its individuals by obliging their needs and abandon them fulfilled.

1.5OBJECTIVES OF THE STUDY:

To study on consumer awareness of Royal Enfield bike’s.

To study on consumer purchase motives of Royal Enfield bike.

To study on post purchase experience on Royal Enfield bikes.

To study on customer long ride preferences and brand preferred.

To draw and come with the strategies to improve brand.

1.6SCOPE OF THE STUDY

The study will bring out the extent of customer satisfaction level of Royal Enfield in

Bangalore.

The study will help the company to take any decision regarding the customer satisfaction.

The study will point out the different problems being faced of customer of Royal Enfield.

The studies also attend to act as a reference to the other player of the same industry as they

may use this study of marketing analysis.

1.7 METHODOLOGY ADOPTED:

Marketing research is the systematic collection of information beginning sources outside

the business or research organization gathered data is subsequently analyzed to determine

its usefulness in marketing decision making the research entitles, a study on customer

satisfaction of Royal Enfield in Bangalore.

4

1.7.1 DATA COLLECTION:

PRIMARY DATA

Primary data constitutes the basis of the study. This data collected by using the

questionnaire.

SECONDARY DATA

Secondary data is that information that has already been complied for earlier researcher. In

this study, secondary data collected from books, internet, company website, and customer

records, Automobile magazines.

1.7.2 DATA COLLECTION TOOL:

Questionnaire

1.7.3 SAMPLING:

Sampling Technique: convenience sampling

Sampling Size: 100

In this project the questionnaire is given to customers of Royal Enfield.

1.7.4 TOOLS FOR DATA ANALYSIS:

Tables

Graphs

Percentage Analysis

Statistical tool.

5

1.8 REVIEW OF LITERATURE:

Acceding to Nigel hill (2007) say customer satisfaction cannot enhance by low cost trick and

immediate fixes. It costs real investment in the basic prerequisites of meeting customers’ most

significant requirement. Customer satisfaction is a simple phrase to explain about the customers

feelings about an organization. If the product or service matches expectation, the customer is

satisfied; if it exceeds them, the customer is greatly satisfied; if it fails to meet, customer is

dissatisfied.

Acceding to Paul Szwarc (2005) say that measuring consumer loyalty is not exceptionally

troublesome. All things considered, either the client is fulfilled by the administration they get or

not. In the event that it is simple, then comprehension individuals' perspective about how fulfilled

they are with the items and administrations they get from associations ought to be a similarly

obvious matter.

Acceding to Craig Cochran (2003) Customer satisfaction cans indicate practically whatever thing.

It can engage such variables as value, time, conformance, awareness, consistency, polished

methodology, and comfort – and it's sometimes a complex mix of all of these and more. Industry

by industry, and even across product lines, the value of each variable can differ significantly.

Acceding to Nigel Hill, John Brierley (2003) Consumer loyalty is a measure of how your business

all out items accomplish in connection to set of buyer necessities. You should simply think how

you feel when you are a shopper – in the general store, on the train, having your auto adjusted –

anyplace.

Acceding to Parker and Mathew say Shopper reliability as a system is described as an evaluation

between what was gotten and what are typical. The fundamental philosophy portrays satisfaction

as a system and the second approach described satisfaction as an aftereffect of a usage experience.

These two moved closer are essential, as regularly one depends on upon the other.

--------------Parker and Mathew (2001), (Oliver, 1977, 1981: Olson and Dover, 1979)

Acceding to Parker and Mathews (2001), the most prevalent descendent of the error hypotheses is

the desire disconfirmation hypothesis, which expressed that, the consequence of client's

impression of the contrast between their view of execution and their desire of execution. Client

6

purchase items or administration with pre buy assumptions about foreseen execution, once the

purchased thing or organization has been used, results are taken a gander at against wishes. If the

result matches desires, the outcome is affirmation. At the point when there are contrasts in the

middle of desires and results, disconfirmation happens.

-----------------parker and Mathew (2001) (Oliver, 1977, 1981)

Parker and Mathew (2001) communicated that consideration has been centered on the way of

fulfillment of the result approach which incorporate;

1. Emotion-satisfaction is seen as the stun segment of thing or organization purchase and also

usage experiences (Oliver, 1981), is a convincing response to a specific use experiences

(Westbrook and Reilly, 1983). This perceives the data of relative subjective techniques yet goes

further by communicating that these may be one and only of the determinants of the passionate

"state" satisfaction.

2. State – Oliver (1989) conveyed that there are four arrangement of satisfaction, which relates to

backing and energy, "satisfaction as-enjoyment" results from elevating input, where the thing or

organization is adding to a blended resting state, and "satisfaction as-lightening" results from

negative stronghold.

3.For this study, purchaser faithfulness definition used is that of Homburg and Bruhn (1998) which

is "a trial based evaluation made by the customer of how far his own specific suspicions about the

individual qualities or the general helpfulness of the organizations procured from the supplier have

been fulfilled".

4. The relevance of this definition to this study is that it exhibits that customer reviews the

adaptable organizations in perspective of experience of usage and the rating is done according to

the compact organization attribution. In this study, shopper dependability with the Nigerian

versatile organization will be appraisal in perspective of customer's experience of framework

quality, charging authenticity period and customer consideration support.

Satisfaction – the theories of motivation express that people are driven by the longing to satisfy

their necessities (Maslow, 1943) or by their behavior went for finishing the essential goals (vroom,

7

1964). In like way "client devotion can be seen as the buyer's satisfaction reaction". (Rust and

Oliver, 1994)

1.9 LIMITITATION OF THE STUDY:

The study was conduction only for the period of about one month and hence many

others constrains with relative customer satisfaction do not surface.

The study on information provided by the respondents was not always authentic

which indicated a range picture in certain situation of the study.

The study has been restricted to Bangalore and only to 100 respondents and thus

making the sample and small.

The study is limited to Royal Enfield owner only.

8

CHAPTER-2 INDUSTRY AND COMPANY PROFILE

2.1 INDUSTRY PROFILE

Automotive Industry: In Indian car industry in one of the greatest auto on the planet it have

heretofore been one of the speed is creating showcases comprehensive, however is at present

experiencing level or negative advancement rates. In India explorer auto and business vehicle

manufacturing industry, with a yearly formation of 23.37 million vehicles in 2014-2015, takes

after a development of 8.68 for each penny in the course of the most recent year. The Automobile

Industry represents 7.1 for every penny of the nation's total national output (GDP). The bike section

with 81 for each penny piece of the pie is the pioneer of the Indian car market because of a

developing white collar class and a youthful populace. As indicated by current this reports. India

over took brazil and turn into the traveler vehicle maker on the planet (such old and new car creator

as Belgium, united kingdom, Italy, Canada, Mexico, Russian, Spain, France) over all traveler

vehicle fragment has 13 for each penny piece of the overall industry in 2014. In India developed

as Asia, exporter of traveler autos, behind Japan, South Korea, and Thailand to wind up exporter

of traveler autos.

India is likewise an unmistakable auto teacher and has solid fare desires for the not so distant

future. In 2014-2015 car developed by 15per penny. In the course of the most recent year in Indian

business sector are required to make merchant on the planet by 2020. The larger part of Indian's

auto producing industry is equally isolated into three bunches around Chennai is the Southernmost

and biggest with a35% income offer. In 60%, of the nations car fares and home of The Indian

operations of Ford, Hyundai, Renault, Mitsubishi, Nissan, BMW, Hindustan engines. Close

Mumbai, Maharashtra is the western group, with a 33% offer of the business sector. Audi,

Volkswagen, and Skoda are situated in Aurangabad, Mahindra and Mahindra has a SUV and motor

get together plant at Nasik. General engines' Tata engines, Mercedes Benz, land meanderer, puma

auto and Force Motors. Northern Cluster national capital region. 32% mansards the country’s

largest car manufacturer market. Suzuki Kolkata, Hindustan. Noida, Honda motors Bangalore.

The business created an aggregate 14.25 million vehicles including PVs, business vehicles (CVs),

three wheelers and 2W in 2015 as against 13.83 in 2014, enrolling a minimal development of 3.07

for each penny year on year. In 2015 general vehicles sends out developed by5.78 per penny. In

9

3Ws and 2Ws enlisted development of 6.34 for every penny, 18.59 for every penny and 3.22 for

each penny separately in 2014-2015. To stay aware of the developing request, a few car creators

have begun putting intensely in different fragments of the business amid the most recent couple of

months. The modern pulled in remote direct venture worth US$ 13.84 billion amid the period in

2000-2015.

2.2 COMPANY PROFILE:

Royal Enfield bike stands for leading this segment of the market in India by leaps and bounds.

Classic bikes with by way of power for leisure riding to Royal Enfield. Its range of motor cycles

combines distinctive styles with power, riding comfort and ruggedness to deliver an exclusive

motorcycling experience.

The Beginning

The first Royal Enfield motorized bike was launched in the year 1901.Bullet 350cc was introduced

in1949 & 500cc in1950’s.Illustrious Royal Enfield India was set up in 1955, when it began getting

350cc bicycles in packs from the UK and collecting them in Chennai, India. In any case, made in

India and two or after three years the organization began made the 500cc shot. By its sheer power,

unmatched security, predominant riding solace and tough great look, the shot overwhelmed and

keeps on commanding the Indian streets. World’s oldest one and only motorcycle brand, still in

continuous production.

THE EICHER CHAPTER:

In 1990, Royal Enfield went into a key organization together with the Eicher bunch, later

converged with Eicher bunch in 1994. The Eicher gathering is one of Indian's driving car bunches

with enhanced hobbies in the assembling of Tractors, business vehicles, car gears, Exports, pieces

of clothing, administration's consultancy and bikes. The administration chose to force stringent

standards for Royal Enfield was the principal bike producer to organization. Since, the

organization has made significant interest in modernizing its assembling innovation and

framework in 1996.Royal Enfield the first few Indian companies to obtain the WVTA for meeting

the European community. Royal Enfield of India continued and bought the rights to use the Royal

Enfield name.

10

ROYAL ENFIELD – REVIVING UP:

The finest and brightest of groups in the nation, containing administration experts and a skilful,

submitted work compel, the organization has a remarkable and open society, making Royal Enfield

Company. The organization is all se to expand its administration position, be it the force and

relaxation bicycle fragment in Indian or the exemplary bicycle portion somewhere else on the

planet. To clients in India and somewhere else on the planet, Royal Enfield implies more than

simply cruiser to feeling of fitting in with a select group with energy, feeling and hobby.

MANUFACTURING:

Regal Enfield's assembling operations experience a progression of modernization and change

endeavors, with various computerized forms. The Chennai fabricating office has gotten the ISO

9001 confirmation and for dealing with its operations in perfect and safe situations, it has acquired

the ISO 14001 quality accreditation. Regal Enfield guarantees that parts utilized as a part of the

bicycles are guaranteed the best in India automotives industry. The organization has put set up

advanced assembling like cell format, measurable procedure control and assembling frameworks.

The organization works intimately with the majority of its supporters, giving them specialized and

administrative backing while keep up practices like direct online and merchant self accreditation.

Marketing Networks: You feel like a beat of your client, just on the off chance that you draw near

to them. The procedure of driven Royal Enfield has a setup of wide system with 492 dealerships

in 291 urban communities in every major city and towns, 30 save parts merchant and tights and

150 administration focuses. The organization likewise sends out bike to more than 30 nations like

USA, Japan, Britain, Germany and numerous European nations.

2.2.1 PROMOTERS VISION:

To customers first choice, by impact of advertisement on consumer buying behavior in two

wheeler segment, The hierarchical vitality on comprehension and conveying on their requirement

for cutting edge innovation, expense and quality benchmarks, general relationship, which they

anticipate from a world supplier.

11

MISSION:

Achieving customer delight through excellence in technology and engineering .Customer

satisfaction, Teamwork, transparency, people based on management and internal continuous

improvement and learning

QUALITY POLICY:

The customer view of service quality

Ever time customers encounter firm or the services provider and its communication and other

technologies, services, moment is created.

Customer

Service provider service delivery point

12

The service customer

Every services moment in a dynamic force with a potential to fuel self – reinforce relationship

with customer and is as opportunity to gain market share and profit.

Tangible dimension

Empathy

Reliability

products:

Process &

people

Responsiveness

speed & quality

Assurance

13

2.2.2 PRODUCTS PROFILE:

MODELS COLORS BASIC

PRICE

ON ROAD

PRICE

Bullet 350 UCE cc Black 109,112 127,394

Bullet Electra ES cc Magic Black, Maroon,

Silver, Blue

123,307 143,729

Bullet 500 cc Jet black, Forest Green,

Marsh Gray

157,222 183,326

Classic 350 cc Black ,Sliver, Ash,

Chestnut, Lagoon, Mint

131,270 152,893

Classic 500 cc New Black, Tan, Sliver 167,732 195,429

Classic 500 cc

Chrome

Forest Green, Black,

Graphite

178,343 207,649

Classic 500 cc

Desert Storm

Desert Storm 170,528 198,649

Thunder Bird 350cc Flicker, Stone Black,

Lightning, Marine,

Asphalt

143,080 166,483

Thunder Bird 500 cc Flicker, stone, Black,

Lightning, Marine,

Asphalt

181,565 211,359

Continental GT

535 cc

Red, Black, Green 201,087 233,840

14

2.2.3 AREAS OF OPERATION:

Ibblur village

2.2.4 INFRASTRUCTURE FACILITIES:

To make quality bicycles that are surely understood worldwide for their unwavering quality and

strength cutting edge base is required, and that is exactly what Royal Enfield has done at their

Chennai producing office.

Regal Enfield was likewise amongst the main Indian organizations to presentation venture

Resource Planning (ERP) frameworks to deal with its operation. It additionally has an online store

network administration framework in operation.

A dynamic in house Research and Development wing is always at work to meet changing client

inclinations and the difficulties of India and worldwide environment norms. The bicycle Design

group at Royal Enfield is very much furnished to think of top of the line CAD/CAM bicycles

outlines to meet the business sector's expectations.

When presentation another item, this group under takes all related arranging which incorporates

a thorough client contact program, plan, simultaneous building and testing forms.

COLLABORATIONS:

Royal Enfield has technology tie ups with:

Cranfield University, UK

Criterion Engineers, UK

AVL of Austria

Fritz Egli of Switzerland.

15

2.2.5 COMPETITOR’S INFORMATION:

Yamaha:

It is the only manufacturer from foreign land to flourish and succeed in Indian marked at

this scale.

Current, its product post flow includes VMAX, MT01, YZF-R1, FZ1, YZF-R1, Fazar FZ-

S etc., in 2016 model Yamaha fazer F1 V2.0 , Yamaha FZV2.0.

KTM :

KTM bikes have a deeply rooted tradition of motorsport they have been building race-

ready motorcycles for quite few years, which give a completive and a recreational riding.

Latest bikes of KTM motorcycles are

350SX-F motocross, 530EXC off road bike, 690 Enduro R, RC&R sport bike, 990 super

Duke, 990 Adventure R dual sports & 900 super motor R.

Honda :

It is world’s largest manufacturer of two wheelers, the symbol of Honda two wheelers, the

‘Wings’ arrived in India as Honda motor cycle and scooter India pvt ltd (HMSI).

Honda models: CBR1000RR, CBR600RR, VFR1200F sport lousing motorcycle, gold

wing touring motorcycle, VFR1200F &Fury chopper.

Suzuki :

Suzuki Motorcycle Company manufactures two- wheeler for all types of customers. The

sales have been increased from month to month they have sold about 29094 units in Sep

2011. In 2015 22545 units was sold.

Suzuki models: Suzuki gixxer SF, Suzuki GSX S1000, Suzuki GSX S1000F, etc.,

Bajaj Auto:

Bajaj Auto is a major Indian automobile manufactures. It is India’s largest and the 4th

world’s largest two & three- wheeler market. Bajaj came into existence on Nov 29, 1945.

Models: Bajaj Avenger 220, pulser220F DTS-I, pulser150 DTS-I, Bajaj pulsurL135, Bajaj

pulsurRS400, Bajaj V15 etc.,

16

TVS:

TVS was founded by TVS under a 1 year as 1911, which is India’s third largest two-

wheeler manufactures. The company manufactures motorcycles, scooters & Auto –

rickshaws.

Models: TVS Apache RTR200 4V, TVS sport, TVS scooty pep+, TVS star city plus, TVS

Zest etc.,

2.2.6 SWOT ANALYSIS:

Strengths of Royal Enfield:

The Volvo gathering and Eicher engines met up five years prior with a dream to drive

modernization in the CV business in India and the creating scene. In these five years VECV has

developed from quality to quality. Utilized on a huge scale for military purposes on account of its

durability. They have expanded their piece of the overall industry over each section we work in

and also generally speaking. Since the initiation of VECV, they have contributed an aggregate of

over Rs 2,900 crores in our business. The primary speculations for the front line fabricating offices

are behind us now; we are profound into the venture period of our way breaking new items, and

now centered on business speculation period of our way breaking new items, now centered on

business speculations to enhance appropriation, after deals backing and client experience.

Old bike brand on the planet

Superb marking and situating

Elite and solace

Weaknesses of Royal Enfield:

Weight of the engine cycle can be issue for couple of clients. Mileage of high cc bilks is an issue.

There is a sufficient inner control framework equivalent with the span of the Royal Enfield

Organization the way of its business for the buy of stock and altered resources and for the offer of

products and administrations. The course of our review we have not watched any inability to right

significant shortcomings in such interior control framework.

17

Opportunities, threats and outlook of Royal Enfield:

The patterns of India's financial development will show colossal open doors for development in

bike fragment and in recreation biking. Illustrious Enfield's sound client request book gives a

reasonable sign of future development. Notwithstanding the stoppage over the vehicles business,

Imperial Enfield keeps on growing and advances its item portfolio. The anticipated mainland GT

was propelled in rivulet lands, in India up and coming Himalayan in 2016. Conspicuous middle

agents and identities from the car world were welcomed for the dispatch. Alongside the bike, a

mainland GT scope of attire and adornments were likewise propelled. The worldwide media and

merchant group were greatly inspired by the bike. It's taking care of fit and complete and how

genuine the item is to its plan bistro hustling. Regal Enfield is exceptionally satisfied with the

client reaction to the bike. This bike has set the beat for importance vicinity for Royal Enfield in

the universal markets.

Illustrious Enfield has set its objectives to be critical player in the medium size cruiser business

sector. It calls for interests in assembling limit, chain, item stages and appropriation. Illustrious

Enfield will put resources into every one of these zones to the critical open door in that it trusts

lies in India and universal markets in the space of fair size cruisers.

2.2.7 FUTURE GROWTH AND PROSPECTS:

A Royal Enfield at an intriguing time in its life. The organization has effectively fabricated a

moving juggernaut of offers on the back of three fundamental product offerings, the motors and

one frame with three changes. It's late securing of Harris execution, UK-the folks who did the

greater part of the skeleton building on the REML lead mainland GT-additionally shows that the

senior. In the course of the most recent three years, Royal Enfield has about quadrupled its deals.

To makes it sound considerably more amazing. REML's deals in 2015 were nine times its deals in

FY 2008.this is a CAGR of 36.87% throughout the most recent seven years and a CAGR of 60.39%

over the same three years. That is great by any record, particularly for an industry which has

developed at just 12.55% in the same period.

The last few years Royal Enfield has experienced tremendous growth in its expanded their

dealership network all around the world and last time launched in Dubai. Royal Enfield has

18

invested quite a huge amount of INR 500 crores in the research and development of their future

products. Presently the production capacity of RE’s manufacturing plants is up to 30000 units per

year and next year planned to expand the production capacity to 50000 units every year.

Industry development and growth:

In 2015, the two wheeler industry’s growth rate at 50%, after having grown 70%in2014. Within

the two wheeler industry, the motorcycle industry growth 33% same compares to 2014-2015.

Eicher motors, makes of Royal Enfield has reported 41% growth in 2015.

2014 2015 GROWTH

Two wheeler

industries

21,500,165 23,366,246 8.68

Motorcycles 18,950,065 192,896,500 5.96

In view of the growing demand, the company has decided to increase the production capacity to

about 48000 units a month from 45000 units. The company management is looking to achieve a

production capacity of 620000 units for the calendar year 2016.

19

CHAPTER-3:THEORETICAL BACKGROUND OF THE STUDY:

Marketing Management:

Market is place were buyers and sellers meet each other and make their purchase and sales. Market

has different meanings:

Buying and selling is held

An assembly of people

A course of commercial activities

An area of operation.

What is marketing?

The term showcasing has changed and advanced over a timeframe, today advertising is based

around giving nonstop advantages to the client, banquet will be given and a value-based trade will

put.

This definition in more detail showcasing is an administration obligation and ought not to be

exclusively left to junior individual from staff. Showcasing requires co-appointment, arranging,

execution of crusades and a capable supervisor with the suitable abilities tonsure achievement. The

showcasing process of charging recognizing is envisioning and fulfilling, client prerequisites

beneficially.

Philip Kotler characterizes advertising as fulfilling need and needs through a trade process inside

of this trade exchange client will just trade what they values in the event that they feel that their

completely fulfilled.

P.Tailor of www.learnmarketing.net recommends that 'Promoting is not about giving items or

administrations it is basically about giving changing advantages to the changing need and requests'.

20

Background of marketing:

The expression "Advertising" is gotten from "business sector" which alludes to a gathering of

venders and purchasers that participate to trade products administrations. The advanced idea of

showcasing developed amid and after the mechanical transformation in the nineteenth and

twentieth hundreds of years. In 1930s that organizations started endeavoring to tailor their

merchandise to particular customer needs. The 1950s numerous bigger organizations were donning

whole promoting divisions accused of concocting and actualizing showcasing procedures that

would supplement, and immediate, general operations. Since the 1970s, the essential promoting

pattern has been a more prominent spotlight on giving advantages, than generation to client.

"Promoting is the action set of the establishments, and procedures for making, conveying,

conveying, and trading offering that have values for client, customers, accomplices, and society

on the loose."

A business to shopper showcasing it is, "The procedure by which organizations make esteem for

client and assemble solid client relationship, with a specific end goal to catch esteem from client

consequently". It produces, they began that underlies deals procedures, business correspondence,

and business relationship and make esteem for their client and for themselves. Promoting is utilized

to recognize the client, fulfill the client and keep the client. The client as the center of actives,

showcasing administration is the one of the real segments of business administration. Advertising

advanced to meet the stasis being developed new showcasing brought about by full grown business

sector and overcapacities in the last 2-3 centuries. The selection of showcasing procedures obliges

business to move their center from creation to the apparent need the needs of their client as the

method for staying beneficial.

Budgetary achievement regularly relies on upon showcasing capacity. Money, operation,

bookkeeping and different business capacity won't generally matter if there is not adequate interest

for generation and administrations so the organization can make a benefit. Association likewise

perceives the significance of showcasing to building brands and a dependable client base, elusive

resources that make up an extensive rate of the estimations of a firm. In expressing their business

needs, associations recognize the significance of advertising.

21

As indicated by peattie (1995:27) the inceptions of advertising are practical and after some time

what is implied by "Showcasing" has persistently advanced. "Amid the 'creation time' the

embodied mechanical specialty units the 1930s, "Advertising" for the most part identified with an

arrangement of post – generation exercises. Amid the ensuing' offering ear 'these promoting

exercises, for example, market exercises developed in significance, and were progressively

supplemented by pre-generation enacts, for example, statistical surveying. It was not unit the late

1950s that promoting advanced into unmistakable administration rationality and control which

unequivocally connected business accomplishment to consumer loyalty and methodically start

accomplishing them as related goals."(Peattie 1995:27)

A contemporary meaning of showcasing characterized by kotler (1997:9) is as taking after:

"advertising is a social and administrative procedure by which people and gatherings get what they

need and need through making, offering, and trading results of qualities with others."

Current social obligation started in the 1920s when Oliver Sheldon's philosophical vision of

administration required a harmony stuck between innovative effectiveness and the interests of

society. Sheldon's subject was grabbed by the senior member of the Harvard Business School,

Wallace B. Donham in a location conveyed at northwestern college in 1929:" business began long

hundreds of years before the beginning of history. Be that as it may, business as we now know it

is new –business has not figured out how to handle this change, nor does it perceive the extent of

its obligations regarding the eventual fate of civilization."(Peattie 1995:29)

As indicated by Roper Starch Worldwide, hot social issues, for example, nature go through three

unmistakable stages:

Exercises get to be coordinated into individuals' way of life (Ottman 1998: 9)

Tension is high, exercises are moderately low

Individuals turn out to be more educated about the issue and movement surpasses

nervousness

Green advertising ought not to be mistaken for an endeavor to adventure buyers' ecological worry

to advance organizations or offer items. Ottman (1992) makes the point that green showcasing

issues are 'genuine 'issues. Rather than discussing buyer needs, for example, whether garments are

22

'more white than white ', green advertising implies handling issues which influence the essentials

of individuals' personal satisfaction, and which might undermining. (Peattie 1995:38)

Green consumerism, which will be inspected in further detail later on, is presently pretty much in

the second stage, yet as per Roper Starch Worldwide the common movement for a social issue like

natural concern will be to move to the third stage. (Ottman 1998: 9) it has likewise been guaranteed

that ordinary standard showcasing neglects to do as such and is out and green promoting is in.

(Ottman 1998: 45)

Consumer behaviour

What is consumer buying behaviour?

Definition of buying Behavior:

Buying Behavior is the decision processes and acts of people involved in buying and using

products.

Why consumers make the purchases that they make?

What factors influence consumer purchases?

The changing factors in our society.

Shopper purchasing conduct alludes to the purchasing conduct of a definitive buyer. A firm needs

to break down conduct for:

The promoting idea focuses on that a firm ought to make a Marketing Mix (MM) that

fulfills clients, accordingly need to examine the what, where, when and how purchasers

purchase.

Marketers can better anticipate how buyers will react to showcasing systems.

Buying responses to an organizations advertising system affects the association's

prosperity.

Customer satisfaction:

The current worldwide business environment is to a great degree focused. To draw in and hold

clients, powerful association needs to concentrate on deciding and after that giving what their client

23

needs and values. Publicizing, promoting situating, administration imaging, marking down,

emergency taking care of and different strategies for pulling in the client's consideration are

insufficient. In viable associations survive on the grounds that they converse with client, interpret

what their client needs. Progressively, assembling and administration associations are utilizing

consumer loyalty as the measure of value. These basic exercises empower viable associations to

bolster their client's needs, needs and desires. The first run through, without fail.

The best TQM programs start by characterizing quality from the client point of view. Quality

means meeting or surpassing the client's desires. Dr. Deming included that quality additionally

implies reckoning the future needs of the client. It is the most critical thought, on the grounds that

fulfilled client will prompt expanded benefits.

The client's needs and desires are key to winning new business and continuing existing business.

An association must give its clients a quality item or administration that addresses their issues at a

sensible value, which incorporates on time conveyance and extraordinary administration. The

association needs to consistently look at their quality framework to check whether it is receptive

to regularly evolving clients.

Different categories of customer:

1. Individual customer –in specific circumstances it might be essential to find out whether

singular client are all alone out of decision or whether they are effectively wishing to

mingle.

2. Groups of Customers –gatherings are frequently represented a test because of the

expanded number and differing qualities of necessities included. For instance, serving a

gathering of forty cafes in an eatery in the meantime is liable to be more testing to the staff

worried than managing comparative number touching base in the same gatherings through

the span of a night.

3. Customer of different ages –these are can be part into two general classifications –

youngsters and grown-ups – however, even inside of these gatherings, there can be

implication contrasts regarding needs.

24

4. Customer from different cultural backgrounds –social foundations can affect

individuals' tastes, inclination and suppositions and this might well have an effect as far as

their needs and desire as client.

5. Customer with specific needs –this class covers a wide territory of varying needs, from

people groups requiring wheelchair get to, those with tangible incapacities individuals with

youthful kids, to individuals with part seat dietary necessities.

6. Trade customer –remember that numerous organizations don't manage people in general

specifically yet have different organizations as their client. There client will likewise have an

assortment of requirements, extending from pro exhortation, help with advancement and after

consideration administration to exchange rebates and free blessings and corporate excitement.

Training as a tool to improve customer satisfaction:

Training involves investing in staff to help them acquire particular skills and abilities in order to

develop professionally and hopefully, become more production as a result. There are a variety of

potential training methods available to organization to help develop and maintain customer service

skills. A job training methods do not require the member of staff to leave the workplace, so are

less disruptive to production. In order to make an appropriate choice of method, the origination

needs to decide what it hopes the training process will achieve, how the effects of training on the

performance of staff will be measured, and whether the likely benefits of training will outweigh

the costs involved.

Customer retention:

Client maintenance is more intense and powerful than consumer loyalty. Client maintenance

speaks to the exercises that deliver the essential consumer loyalty that makes client dependability,

which really enhances the primary concern. Be that as it may, what individuals say and believe is

regularly unique in relation to what they do. Along these lines consumer loyalty ought to

additionally be measured by utilizing the hard measures of money register receipts, piece of the

overall industry, the level of client maintenance, and the quantity of deferrals from client.

25

Strategies for customer retnation:

• Consistency in the level of administration gave.

• Continuous esteem in the generation and administrations offered is a cutting edge

client prerequisite. Truth is told, client is requesting that esteem be reproduced by

advertisers on a nonstop premise.

• A client needs regularly not perceived in input. Client ought to and require a useful

component to give criticism on the trade experience.

• In numerous cases client don't generally know or not sure, about what they truly

needs. In such circumstances, advertiser is relied upon to clear up and fulfill the

necessities.

• Customer expect affable and adjusts treatment from advertiser. They are nothing

bothers a client, which gives the wages to the individuals who serve them.

• Theory is one thing, use of same, is something by and large diverse. There are

numerous hypotheses on the best way to comprehend client, watch over clients, and

keep up association with client and so on.

• Customer hopes to be managed first and the situation second. As it were,

enthusiastic perspectives ought to be given need over useful viewpoints.

• Theory is one thing, utilization of same is something out and out various

hypotheses on digger to comprehend client, which gives the wages to the

individuals who serve them.

• Be focused on serving client, to the best of your capacity. Only the best is the

witticism, you ought to live by. Regardless of what time, administration to the client

comes most importantly else.

• Truly and enthusiastically, adore your client. Regard them as accomplices and not

inconveniences of your business. To be energetic about client is difficult. As on

account of any relationship you will confront within and drawback.

• Respond to client enquiries, inquiries and recommendations, quickly. Velocity is

for two reasons, passionate and useful.

• Emotionally a client is cheerful to get a speedy reaction. Practically an execution

angle is included.

26

• Make a true and coordinated push to comprehend the requirements of client. This

is less demanding said than done. Compassion is the vital fixing.

• Business forms persistently, keeping in mind the end goal to convey better values

than clients. As began before, it is the capacity to include esteems those outcomes

in consumer loyalty and dependability.

• Try and develop a genuine companionship with your clients. Keeping in mind the

end goal to build up an honest to goodness companionship, be interested in

recommendations, reactions and remarks.

• One techniques for advancing is through the worth chain. The worth chain will

highlight your essential business forms with a specific end goal to joy clients.

• Learn that craft of saying "No" to a client in a way that holds the relationship that

has been assembled. It is not generally conceivable to say "yes" to client in a goal

way.

The guru of quality, W.EDWARDS DEMING probably said it best

"… It won't suffice to have client that are just fulfilled. Fulfilled client switch, for reasons unknown

just to have a go at something else, Why not? Benefit and development originate from client that

can gloat about your item or administration – the steadfast client. He requires no promoting or

other influence, and he carries a companion alongside him.

27

CHAPTER-4: DATA ANALYSIS AND INTERPRETATION:

Table 4.1: Table showing gender of the respondents

Gender

occurrence Percentage Valid

Percentage

Cumulative Percentage

Valid

Male 93 93.0 93.0 93.0

female 7 7.0 7.0 100.0

Total 100 100.0 100.0

SOURCE: QUESTIONNAIRE

Analysis:

From the above table it is understood that 93% of the respondents are male and the rest 7% of

respondents are female.

28

Chart 4.1: Chart showing gender of the respondents

SOURCE: TABLE NO 4.1

Interpretation:

From the above chart it is clear the majority of respondents are male in the survey conducted as

male are more interested in bikes and long rides than female respondents.

29

Table 4.2: Table showing customer occupation.

Occupation


Percentage

Cumulative

Percentage

Valid

Student 26 26.0 26.0 26.0

professional 31 31.0 31.0 57.0

self employee 18 18.0 18.0 75.0

government service 14 14.0 14.0 89.0

Others 11 11.0 11.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyze that 26% of the customers are students,31% of the

customers are professionals, 18% of the customers are self employee, 14% of the customers are

employed in government service while the rest 11% of the customers fall under the category

others.

30

Chart 4.2: Chart showing customer occupation.


Interpretation:

The occupation of respondents has the different kinds of people the observation from this we can

interpret that even in students who has not have any source of income is showing in the bikes

like Royal Enfield.

31

Table 4.3: Table showing customer annual income.

Income

Occurrence Percentage Valid

Percentage

Cumulative

Percentage

Valid

<100000 21 21.0 21.0 21.0

100000-300000 16 16.0 16.0 37.0

300000-700000 36 36.0 36.0 73.0

above 700000 27 27.0 27.0 100.0

Total 100 100.0 100.0


Analysis:

From the above tabular representation the researcher analyze that 21% of the customers annual

income is less than one lakh, 16% of the customers annual income falls between the range of one

lakh to three lakh, 36% of the customers yearly income lies between the range three lakh to seven

lakh, while the rest of the customers annual income is more than seven lakh.

32

Chart 4.3: Chart showing customer annual income.


Interpretation:

The respondents with 3, 00,000 to 7, 00,000 visit store in huge number as the income level is

flexible to purchase premium bikes like Royal Enfield. Targeting these customers and with great

ambience and explanation would help organization to survive with good sales

33

Table 4.4: Table showing the model of bike used by the customers

Model


Percentage

Cumulative

Percentage

Valid

standard bullet500/350cc 25 25.0 25.0 25.0

classic500/350cc 41 41.0 41.0 66.0

thunderbird500/350cc 25 25.0 25.0 91.0

Contental GT535cc 9 9.0 9.0 100.0

Total 100 100.0 100.0


Analysis:

The researcher analyze from the above table that there is equal distribution of 25% of the

customers use standard bullet 500/350cc and thunderbird 500/350cc which comes up to the sum

of 50% while 41% of the customers use classic 500/350cc the rest 9%of the customers use

Contental GT 535cc.

34

Chart 4.4: Chart showing the model of bike used by the customers


Interpretation:

Form the above chart it is clear that maximum of respondents own classic 500/350 cc and

customers may also visit the store for spare parts and other related things. Marinating stock and

giving employee’s technical knowledge would help the store to gain loyalty from the customers

35

Table 4.5: Table showing the mode of payment used by the customers to

purchase the bike

Payment


Percentage

Cumulative

Percentage

Valid

Cash 45 45.0 45.0 45.0

Loan 27 27.0 27.0 72.0

online transaction 10 10.0 10.0 82.0

Cheque 12 12.0 12.0 94.0

Others 6 6.0 6.0 100.0

Total 100 100.0 100.0


Analysis:

From the table above the researcher analyze that 45% of the customers pay through cash, 27% of

the customers pay through loan 10% of the customers pay through online 12%of the customers

pay through cheque and the rest 6%of the customers pay through others.

36

Chart 4.5: Chart showing the mode of payment used by customers to

purchase the bike

SOURCE: TABLE 4.5

Interpretation:

The payment mode preferred by the customers are cash with majority percent even though store

is maintaining the different payment modes like credit/debit card or cheque the respondents are

showing maximum interest in cash payments. Might be because of traditional method payment is

followed this may likely to be changed in the nearby future.

37

Table 4.6: Table showing the Awareness of the Bike

Awareness


Percentage

Cumulative

Percentage

Valid

road shows 15 15.0 15.0 15.0

Showroom 74 74.0 74.0 89.0

Website 5 5.0 5.0 94.0

Others 6 6.0 6.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyze 15% of customers the major promotional tool which

is influencing the road shows, 74% of customers influencing showroom, 5% and 6% of customers

to influencing website and other.

38

Chart 4.6: Chart showing the Awareness of the Bike


Interpretation:

The awareness of products and services of royal Enfield is huge from the showrooms the other

modes like ATL and BTL promotional activates can be shown to the customers to get more

knowledge on products and services.

39

Table 4.7: Table showing the specify bike mileage

Specify

Occurrence Percentage Valid Percentage Cumulative

Percentage

Valid

40km/lit above 11 11.0 11.0 11.0

35-40km/lit 64 64.0 64.0 75.0

30-35km/lit 9 9.0 9.0 84.0

below30 16 16.0 16.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table it is understood that 11% of customer the bikes give mileage of above 40km,

64% of customers most of the vehicles given mileage of 35-40km, 9% of customers have opted

30-35km,16% of customers vehicles give mileage of below 30.

40

Chart 4.7: Chart showing the specify bike mileage


Interpretation:

A very clear question with the mileage been given the bike used by the customer a very clear and

dominating response is been given by the respondents with 35-40 kms which they feel like good

for the premium model bikes with good CC.

41

Table 4.8: Table showing customer satisfaction regarding the bike mileage

Satisfied


Percentage

Valid

Yes 33 33.0 33.0 33.0

No 67 67.0 67.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher see that 33% of customers are satisfied with the mileage and

67% of customers are not satisfied with the bike mileage.

42

Chart 4.8: Chart showing customer satisfaction regarding the bike mileage


Interpretation:

Satisfaction on bike mileage will always be unsatisfied with 35kmpl on average for the premium

bikes of 350 cc and above so other than highlighting on the fuel efficiency one should work on the

other premium benefits.

43

Table 4.9: Table showing the mode of purchase of Royal Enfield bike

Place


Percentage

Cumulative

Percentage

Valid

Showroom 63 63.0 63.0 63.0

second hand 12 12.0 12.0 75.0

Dealership 19 19.0 19.0 94.0

Others 6 6.0 6.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyzed that 63% of the customers prefer showroom bikes,

12% of customers buy the second hand bikes, 19% of customers buy through dealership, and

reaming 6% of customers buys through other souses.

44

Chart 4.9: Chart showing the mode of purchase of Royal Enfield bike


Interpretation:

Purchase is generally made at the showrooms by the consumers even though the second hand

options are available premium bikes people are preferred to purchase new in showroom with their

preferences in color and other factors.

45

Table 4.10: Table showing the problem faced by the customer regarding the

bike

Problem


Percentage

Cumulative

Percentage

Valid

Yes 46 46.0 46.0 46.0

No 54 54.0 54.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyzed that 46% of the customers are facing problem in the

bike, 54% of the customers do not the facing the problem.

46

Chart 4.10: Chart showing the problem faced by the customer regarding the

bike


Interpretation:

Problems with bike is very common in any technical issues initially one may not have the problem

with but when time passes the problem starts arises like servicing and who prefers to go for long

rides may face lot of technical issues.

47

Table 4.11: Table showing the various major problems faced by the customers

regarding the bike

Major


Percentage

Cumulative

Percentage

Valid

no problem 19 19.0 19.0 19.0

high maintenance 27 27.0 27.0 46.0

Low mileage 41 41.0 41.0 87.0

Poor-after-service 6 6.0 6.0 93.0

Others 7 7.0 7.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyzed that major problems of bike 19% of customers says

that no problem, 27% of customers says its due to high maintenance, 41% of customers says that

low mileage, 6% of customers say that poor after service, 7% of customers say its other problem.

48

Chart4.11: Chart showing the various major problems faced by the customers

regarding the bike


Interpretation:

General problem of respondents is mileage and high maintenance is also a problem but the

solution is nothing as the premium segment bikes are meant to be done. So why the income

group of 6, 00,000 only can maintain Royal Enfield bike

49

Table 4.12: Table showing how frequently customers visit service centre

Visit


Percentage

Cumulative

Percentage

Valid

once in year 22 22.0 22.0 22.0

Twice in a year 21 21.0 21.0 43.0

Thrice in a year 7 7.0 7.0 50.0

more than 4times 50 50.0 50.0 100.0

Total

100 100.0 100.0


Analysis:

From the above table the researcher analyzed that 22% of customers visit once in year,21% of the

customers visit twice in a year, 7% of the customers visit thrice in a year, 50% of the customers

visit more than the four times in a year.

50

Chart 4.12: Chart showing how frequently customers visit service centre


Interpretation:

The visit is more for respondents in more than four times as previously respondents have

responded a problem with low mileage and high maintenance.

51

Table 4.13: Table showing the overall experience of bike through rating

Experience

occurrence Percentage Valid Percentage Cumulative

Percentage

Valid

Good 28 28.0 28.0 28.0

very good 19 19.0 19.0 47.0

Excellent 7 7.0 7.0 54.0

Average 38 38.0 38.0 92.0

Bad 8 8.0 8.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyzed that rates in experience it is seen that 28% of

customers have rated good , 19% of the customers have rated very good, 7% of the customers

have given excellent, 38% of the customers have given average, and 8% of the customers have

given bad.

52

Chart 4.13: Chart showing the overall experience of bike through rating


Interpretation:

The rating giving to overall satisfaction is tended to be low because of the low mileage and high

maintains and availability of spare parts.

53

Table 4.14: Table showing motivational factors to purchase Royal Enfield

Buy


Percentage

Valid

brand name 43 43.0 43.0 43.0

Look 21 21.0 21.0 64.0

Prestigious 23 23.0 23.0 87.0

Others 13 13.0 13.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyzed that made 43% of the customers give important to

the brand name and purchase the bike,21% of customers give importance to look , 23% of

customers give important to the prestige and 13% of customers gave importance to others.

54

Chart 4.14: Chart showing motivational factors to purchase Royal Enfield


Interpretation:

The main motive of the purchase of Royal Enfield is its brand image and the look and some

segment of customers like students and long ride bikers purchase for convenience in long rides

with good CC of 350.

55

Table 4.15: Table showing the various bikes preferred by customers for long

rides


Analysis:

From the above table the researcher analyzed that 56% of customers prefer long rides in Royal

Enfield while 34% of the customers prefer long rides in KTM the rest 10% of the customers

prefer long rides in other bikes.

bike you


Percentage

Valid

Royal Enfield

56 56.0 56.0 56.0

KTM 34 34.0 34.0 90.0

Others 10 10.0 10.0 100.0

Total 100 100.0 100.0

56

Chart4.15: Chart showing various bikes preferred by customers for long

riders


Interpretation:

As we mentioned earlier long ride bikers always prefers Royal Enfield with its convenience in

riding position and its beat in engine making customers prefer Royal Enfield for long rides.

57

Table 4.16: Table showing customer preference for going long rides

long rides


Percentage

Cumulative

Percentage

Valid

Yes 61 61.0 61.0 61.0

No 39 39.0 39.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyze that 61% go for long ride and 39% of the customers

do not go for long rides.

58

Chart4.16: Chart showing customer preference for going long rides


Interpretation:

The change in the life style of the people had bought a huge craze in long rides among the

different people like working people and adventure loving people.

59

Table 4.17: Table showing if customers suggest their friends or relatives to

purchase Royal Enfield

Suggest


Percentage

Valid

Yes 41 41.0 41.0 41.0

No 59 59.0 59.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyzed that customers suggest their friends or relatives 41%

of the customers suggested with family members and 59% of the customers own distinction.

60

Chart4.17: Chart showing if customers suggest their friends or relatives to

purchase Royal Enfield


Interpretation:

The suggestion is given among the family or other circles when he/her is satisfied with the Bike

and the services he received from the showroom. So this could be efficient source word of mouth

publicity.

61

Table 4.18: Table showing satisfied level with respect to service

Satisfied


Percentage

Valid

Yes 74 74.0 74.0 74.0

No 26 26.0 26.0 100.0

Total 100 100.0 100.0


Analysis:

From the above table the researcher analyzed that74% of the customers are satisfied with the

services, 26% of the customers are not satisfied with the services.

62

Chart 4.18: chart showing satisfied the service


Interpretation:

The satisfaction level is 74 percent and other 26 percent are not satisfied or in the position where

they didn’t decide about the level of satisfaction received. The service based showroom runs on

the satisfaction of the customers where 100 percent or 95 percent satisfaction is always considered

as a best to be maintained.

63

CHAPTER-5: FINDINGS,SUGGESSIONS AND CONCLUSION

FINDINGS:

PROFILE OF THE RESPONDENTS

1. 93% of the respondents were male and 7% of respondents are female in the survey

conducted.

2. About 46% of the respondents fall under the age group of 18 - 25, followed by 30% under

the age group of 26 - 35. 14% & 10% of the respondents fall under the age group of 36-

45and 46 & above.

3. The respondents were almost evenly divided into married and unmarried segment, with the

percentage of the single respondents being slightly higher.

4. About 26% of the respondents were students and 18% of the respondents include self

employed 14% government service,professionals31%, indicating the response other 11%

were spread over the youth & experienced people.

5. Majority of the respondents were graduates, indicating that they had an adequate

educational background to support their responses.

6. About 21% of the respondents income fall under Rs. 1, 00,000 , 16% of the responses

income in between 1, 00,000 – 3,00,000, 36% of the responses income in between 3,00,000

– 7,00,000, 27% of the respondents income above7,00,000 this indicates that most of the

Royal Enfield owners falls in the middle class segment of Indian society.

7. Most of the respondents are aware of all the models available in Royal Enfield.

8. There is equal distribution of 25% of customers use standard bullet 500/350cc and

Thunderbird 500/350cc,41% of customers use classic 500/350cc and 9% of customers use

Contental GT 535cc

9. 45% of customers pay through cash,27% of customers pay through loan.

10. 74% of customers are aware of Royal Enfield through influencing showroom,15% through

road shows 5-6% through website.

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11. 64% of customers say most of the bikes give mileage of 35-40km,11% above 40km,16%

of customers say vehicles give mileage below 30 and 9% say mileage between 30-35km.

12. 33% of customers are satisfied with the mileage and 67% of customers are not satisfied

with the bike mileage.

13. 63% of customers prefer showroom bikes, 19% of customers buy through dealership,12%

of customers buy second hand bike and 6% of customers buy through other sources.

14. 46% of customers are facing problem in bike, 54% of customers does not face any problem.

15. 19% of customers say they have no problem after the purchase of bike,27% face high

maintenance problem, 41% of customers complain of low mileage, 6% are not satisfied

after giving bike for service. center more than four times in a year,22% of customers visit

once a year, 21% of customers visit twice a year.

16. 28% of customers rate the bike as good, 19% rate as very good, 7% of customers rate as

excellent, 38% of customers rate as average.

17. 43% of customers give importance to brand name and then purchase the bike, 21% of

customers give importance to look and 23% of customers give importance to prestige

status.

18. 56% of customers prefer long rides on Royal Enfield, 34% of customers KTM bike for

long ride and 10% of customers prefer other bikes.

19. 61% of customers go for long rides and 39% of customers does not go for long rides.

20. 41% of customers suggest their friends and relatives to buy this bike and 59% of customers

does not suggest.

21. 74% of customers are satisfied with the services and 26% of customers are not satisfied

with the services.

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SUGGESSIONS OF THE STUDY

o Aggressive offering the company ought to take after a forceful offering idea. A non-

forceful offering idea which is obviously unmistakable in its publicizing effort

which does not hit on the client rather expects to give data in an inconspicuous way.

o Promotional crusade the Royal Enfield advertisements seen on electronic and print

media are totally distant with the Indian culture and perspective. An Indian shopper

independent of their salary level has a delicate corner for conventions and society

of India. Thus, all organizations including market pioneers like Hero Honda and

Bajaj profit by this conduct of clients and configuration their advertisement

crusades remembering India.

o Weak follow up from dealerships-It was seen amid the study that Royal Enfield

was entirely frail in catching up with imminent clients.

o Measures ought to be taken to enhance its dealership-Showrooms are little in size

and don't mirror the quality and size of Royal Enfield in the business sector.

o Should enhance the after deals administration During the review it was found that

Royal Enfield is not fulfilling every one of their clients in after deals

administrations, representatives at dealership at times use brutal words and get to

be inconsiderate to the clients, parts of the bicycle are not effortlessly accessible in

the business sector. This is the real disadvantage in catching the piece of the overall

industry so Royal Enfield ought to find a way to fulfill and hold their clients.

o Increase in client question reaction during the study it was found that merchants are

not fulfilling the inquiries of clients thus proposed to build client inquiry reaction

by merchants.

o Youth situated Advancement Company ought to concentrate more on more

youthful era as it can expand deals and piece of the overall industry in Bangalore.

o Purchasing method for clients Customers are effectively managing the cost of

Royal Enfield bicycles and they are not feeling much issue with the sum. Be that

as it may, the organization ought to likewise make a few strides towards making

buy simpler through bank credits and EMI¶s.

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o Marketing correspondence it ought to concentrate on fulfilling the requirements for

Respect, Power, Safety and Comfort.

o Brand representative a non-colorful well-constructed brand envoy might be spoken

to the Brand. It is fundamental for Royal Enfield to have a brand diplomat from

India to interface with the Indian client.

o Build famous status-Royal Enfield ought to focus on working around the notable

status it as of now appreciates in the event that it arrangements to pull in clients

moving to different producers.

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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.

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BIBLOGRAPHY

BOOKS:

Philip Kotler, principal of marketing, 7th edition, prentice-Hall of India

Leon, G.schiffman, consumer behaviour, 6yh edition, prentice-Hall of India

Pradeep Kumar, Elements of marketing management, 6th edition, Kedar Nath Ram

Nath&co.

Frank Melling, all about two-wheeler, cassell publishers’ ltd

WEBLIOGRAPHY:

www.Royalenfield.com

http://www.automobileindia.com/two-wheelers/bikes/

http://www.imaginmor.com/automobileindustryindia.html

http://www.siamindia.com/media/coverage/viewmediacoverage.aspx

WWW.b2b-software-distribution.com

http://www.royalenfield.com/

http://www.automobileindia.com/two-wheelers/bikes/

http://www.imaginmor.com/automobileindustryindia.html

http://www.siamindia.com/media/coverage/viewmediacoverage.aspx

http://www.b2b-software-distribution.com/

69

ANNEXURE

A study on customer satisfaction level of Royal Enfield

Dear sir\madam,

I SHARATH .U. M student of NEW HORIZON COLLEGE OF ENGINEERING, Bangalore

currently pursuing MBA in Marketing, I request, you to kindly fill the questions.

1. Name :

2. Age:

3. Gender: male( ) female( )

4. Occupation

a) Student

b) Professional

c) Self employed

d) Government service

e) Others

5. Annual Income

a) Less than 100000

b) 100000- 300000

c) 300000- 700000

d) Above 700000

6. Which model of royal Enfield are you using

a) Standard Bullet 500/350 cc

b) Classic 500/350cc

c) Thunderbird 500/350cc

d) Continental GT 535cc

7. Which mode of payment did you use to purchase the bike

a) Cash

b) Loan

c) Online transaction

d) Cheque

e) Others

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8. Specify your sources of awareness of Royal Enfield while buying your bike?

a) Road Shows

b) Showroom

c) Website

d) Others

9. Specify your bike mileage?

a) 40km/lit Above

b) 35-40km/lit

c) 30-35km/lit

d) Below30

10. Are you satisfied with the bike mileage?

Yes ( ) No ( )

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

a) Showroom

b) Secondhand

c) Dealership

d) Other

12. Is there any problem that you have faced after purchasing the bullet?

Yes ( ) No ( )

If yes, please specify

13. Any major problems after purchasing bike?

a) No problem

b) High maintenance

c) Low mileage

d) Poor after service

e) Other

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14. How frequently you visit service center of Royal Enfield for repairs?

a) Once in a year

b) Twice in a year

c) Thrice in a year

d) More than 4 times

15. How would you rate your experience with Royal Enfield bike?

a) Good

b) Very good

c) Excellent

d) Average

e) Bad

16. What made you to buy Royal Enfield?

a) Brand name

b) Look

c) Prestigious

d) Others

17. Which bike you prefer for long rides?

a) Royal Enfield

b) KTM

c) Others

18. Do you go for long rides?

Yes ( ) No ( )

19. Do you suggest any of your friends or relatives to purchase this bike?

Yes ( ) No ( )

20. Are you satisfied with the service provided by Royal Enfield?

Yes ( ) No ( )

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