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A STUDY ON CUSTOMER’S
PREFERENCE TOWARDS ROYAL
ENFIELD MOTORBIKES IN
COIMBATORE CITY,
TAMILNADU.
Mrs. G. MURALI MANOKARI1, MBA., M.Phil., (Ph.D.), Mrs.R.Kanaka Rathinam2,
M.Com,M.Phil,(Ph.D)
gmuralimanohari@gmail.com1 drrathina@gmail.com2
ABSTRACT—The purpose of this study on customer preference will help us to understand the needs &
Wants of the customers towards Royal Enfield. The study could provide appropriate and timely
information about the position of preference level of customer towards Royal Enfield. As the objectives of
this study is to analyze the customer preference and to find out the customer satisfaction level towards the
ironic brand Royal Enfield. This study also investigate the services and factors which influence the
customers to purchase the Royal Enfield bikes and also identify what customers are expecting from the
Royal Enfield.
To know about the customer Preference and factor which influence the customer’s preference in buying
decision process. Customer preference is influenced strongly by culture, social, personal and psychological
factors. For this purpose, 120 customers were selected and obtained the various responses based on the
questionnaire method. By and large it was found that most of the customers are choosing Royal Enfield
vehicles because of its Vehicle Appearance, pickup, good models and engine appearance etc.
I. INTRODUCTION
The expanding Indian market, the growing size of the middle class and the rise in aspirations of the
youth along with opening up of the Indian economy have collectively influenced the steady growth of
the two wheeler market in India. In the last 3 to 4 years, the craze for motorcycle over the scooters has
picked up and one can find today even girls crazy for a motorbike not only in the Metros but in small
towns and cities also. The automobile industry in India happens to be the ninth largest in the world
with an annual production of over 4.3 million units in 2010. In 2011, India emerged as Asia's fourth
largest exporter of automobiles, behind Japan, South Korea and Thailand.
Royal Enfield is the makers of the famous Bullet brand in India. It stems from the British
manufacturer, Royal Enfield at Redditch. Royal Enfield has its headquarters at Chennai in India. Bullet
bikes are famous for their power, stability and rugged looks. Bullet became known for sheer power,
matchless stability, and rugged looks. It looked tailor-made for Indian roads. Motorcyclists in the
country dreamt to drive it. It was particularly a favorite of the Army and Police personnel.
Research Methodology
Indian auto industry is currently growing at the pace of around 18 % per annum, has become a
hot destination for global auto players like Volvo, General Motors, and Ford. The design of the
research is descriptive in nature. The data was collected from the customers using Royal Enfield in
Coimbatore by using the questionnaire. Convenience sampling is adopted for collecting data. The
sample size was 120.
To find out the satisfaction level of the respondents towards various aspects of
Royal Enfield motorcycle.
Graduate 46 38
Professional 27 23
Private Employees 17 14
Business man 58 48
Others 7 6
Total 120 100
Models 27 23
Fuel Tank Capacity 7 6
Affordable Price 16 13
Pickup 39 33
After Sales Service - -
Others 9 7
Total 120 100
Satisfied 17 32 46 31 37 36
Neutral 68 2 32 - 9 11
Dissatisfied 24 - 5 - - -
Highly - - - - - -
Dissatisfied
Total 120 120 120 120 120 120
Null Hypothesis
There is no significant relationship between Income and Reason for Purchase of the Royal Enfield
bikes.
Descriptive Statistics
Correlations
ISR Journals and Publications Page 4
International Journal of Advanced Research in Business Management and Administration
Based on the above analysis the correlation coefficient value is Positive. Hence there is
significant relationship between Income and Reason of purchase for preferring the Royal Enfield
bikes.
Null Hypothesis
There is no significant relationship between Age and Overall performance the Royal Enfield
bikes.
Descriptive Statistics
N Mean Std. Deviation
Age 120 2.2750 .82973
Overall performance 120 3.0833 1.95144
Test Statistics
Age Overall performance
Chi-Square(a,b) 51.000 59.900
Df 3 6
The significant value is less than 0.05, so null hypothesis is rejected. There is a
significant relationship between Age and Overall performance of the Royal Enfield bikes.
FINDINGS
The survey showed that most of the respondents those who have Royal Enfield vehicle are aged
between 26-35 years, under graduates, business men and their family
income range between Rs.21, 000 to Rs. 30, 000 per month.
According to survey all the respondents had two-wheelers before they bought Royal Enfield and
ISR Journals and Publications Page 5
International Journal of Advanced Research in Business Management and Administration
The survey showed that most of the respondents have owned Royal Enfield Thunderbird. Most of
the respondents got awareness of the Royal Enfield through
their friends and relatives and they bought their vehicle by cash and their source of finance is
personal saving.
Most of the respondents opined that Royal Enfield is suitable for long travel and they mostly
prefer to go long travel in Royal Enfield. Most of the respondents opined that
they will travel 41 to 50 km per day in their Royal Enfield and they are neutral towards the
mileage given by their vehicle.
Most of the respondents are highly satisfied towards the overall performance of Royal Enfield.
The survey showed that most of the respondents are highly satisfied with the
features like pickup, engine performance, road grip, comfort riding, models of Royal Enfield and
its vehicle appearances. Most of the respondents are satisfied with their safety in Royal
Enfield.72% of the respondents are highly satisfied towards the Royal Enfield Models. 81% of the
respondents are highly satisfied towards the Overall performance of Royal Enfield. 80% of the
respondents bought their vehicle in ordinary season and 20% of the respondents bought their
vehicle in Exchange by Vehicle.24% of the respondents have Royal Enfield UCE and 15% of the
respondents have Royal Enfield Electra and 30% of the respondents have Royal Enfield
Thunderbird and 19% of the respondents Royal Enfield Classic 350 and 12% of the respondents
have Royal Enfield Classic 500. 57% of the respondents opined that the price of Royal Enfield is
good.
SUGGESTIONS
Marketing Communication should focus on satisfying the needs for Respect, Power and
Comfort. A non-flamboyant well-built brand ambassador may be chosen to represent the Brand.
The respondents found difficulty in Royal Enfield when they go for short travel. The
respondents not have good impression about mileage and resale value of the vehicle. Hence the
company may consider to improving its technical aspects.
All the respondents have bought their vehicle by ready cash only because of the interest
rate they have to pay for. Therefore the company may arrange some low interest installment scheme.
Mostly young age people alone have interest in Royal Enfield and others don’t have
interest in this vehicle because of its weight. Hence the company may try to reduce the weight of this
vehicle.
CONCLUSION
This study reveals the royal Enfield customers preferences and their satisfaction level towards
various aspects. The customer preference on Royal Enfield motorcycle revealed that in order to capture
the market, the manufacturers have to give the best combination of looks, quality, cost efficiency good
features, safety, luxury and performance. The findings of this study would help the company and as
well as the dealers to understand their customers and improve their satisfaction level in future.
References
Analysis for Marketing Planning, Donald Lehmann and Russell S Winner, 6th Edition, Tata McGraw
Hill, 2005
Basic Marketing A global Managerial Approach, 15th Edition, William D Perreault Jr, E Jerome
McCarthy, Tata McGraw Hill, New Delhi, 2006
http://en.wikipedia.org/wiki/List_of_Royal_Enfield_motorcycles