Professional Documents
Culture Documents
Major Project 16
Major Project 16
UNIVERSITY OF CALICUT
BACHELOR OF COMMERCE
Submitted by
ALEN VARGHESE
(CCASBCM131)
DEPARTMENT OF COMMERCE
MARCH 2021
CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA
CALICUT UNIVERSITY
DEPARTMENT OF COMMERCE
CERTIFICATE
The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associate ship or other similar title of any other university or
institute.
Date: CCASBM131
ACKNOWLEDGEMENT
Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance; I have been able to complete this work successfully.
I would like to express my gratitude to all the faculties of the Department for
their interest and cooperation in this regard.
LIST OF TABLES
LIST OF FIGURES
FINDINGS, SUGGESTIONS
CHAPTER 5 43 – 45
& CONCLUSION
BIBLIOGRAPHY
APPENDIX
LIST OF TABLES
TABLE
TITLE PAGE NO:
NO:
4.1 20
Table showing Age of Respondents
4.17 36
Table showing respondents opinion on major barriers
for purchasing bike buy non bullet riders
FIGURE
TITLE PAGE NO:
NO:
4.1 20
Graph showing Age of Respondents
4.17 36
Graph showing respondents opinion on major barriers
for purchasing bike buy non bullet riders
Both primary and secondary data were used for this study
The collected data analysed with the help of relevant statistical tools such
as percentage analysis, charts, graphs.
1.7 Chapterisation
Chapter 1 Introduction
This chapter explains the design and execution of the study such as
introduction, Statement of the problem, Objective of the study, Significance
of the study, Scope of the study, Data and Research methodology,
Limitations of the study.
This mainly provides brief idea about different researcher and their study on
the topic, brand preference of men towards motorcycle
This chapter deals with the detailed study of industrial profile of motorcycles
and the company profiles of different present popular motorcycle brands.
This chapter deals with the findings, suggestions and conclusions of the study
CHAPTER II
REVIEW OF LITERATURE
2.1 Introduction
The failure rate of new products is surprisingly high not only in highly
competitive economies of USA, Europe and Japan etc...but even in
India. For instance, Roohafza of hamdard succeeded well but when
other companies tried like Dabur to produce similar product they could
not succeed. Dabur had to stop production of Sharbat, because consumers
did not like its taste .There are many more such examples. If one tests the
market before launching a new product this type of disaster can be
minimized or avoided.
The study of consumer behaviour suggested that everyone does not buy
on price consideration or utility consideration only. For high income
group‟s high priced cloth, cars, etc have been produced. In certain cases
price of such cloth is three to eight times of normal suiting price but
some section still buy it for prestige or show.
The study of consumer behaviour helps to find out why consumer are
drifting away from a product or why they are not liking it. For instance,
some of Indian toothpastes are being produced for long like Neem but it
could not capture the market. There are many other instances when a
new product has been developed or reoriented to again capture its old
glorious position.
Any number of examples can be given but such claims sometimes even
by big companies are only partially true. High priced products are
introduced to take advantage of consumers weakness just by changing
shapes, packing etc. customers are attracted by gifts, lotteries, exchange
scheme, etc.
In such cases often claims are exaggerated and benefits in the form of
sales promotion scheme is only to seller and not to buyer. The
government in most of the countries has found though consumer is the
he is exploited. Hence most of countries have framed and enacted many
acts and regulations to safe guard the interest of consumers.
In the last five years, the shares of scooters in total domestic 2W (two
wheelers) sale volumes has increased from 15% in 2011-2013 to 26%
in 2017-2019. In the terms of recent trends, while domestic motor
cycle sales volume grew by 15.2% yoy in 5m (machinery, manpower,
material, measurement, method) 2017-2019, the volumes scooters
segments pie has encouraged most OEMS (Original equipment
manufacturer) in India to Lunch a new models to capitalize on the
growing opportunity offered by this segment. Compared to motor
cycles, the penetration of scooters remains lower by a factor of 3-4
times which has been one of the primary drivers demand for scooters
get increasingly targeted at both the sexes and as more women adopt
mobile lifestyles, the case for continued penetration led growth for the
scooter launch should only add to the growth momentum. However,
the recent uptick in sales volume of motorcycles, reflected in growth
of 10% yoy in 5m 2015-16 may indeed grow faster than the CAGR of
last three years, inour view; this would largely be driven by increase in
replacement demand and incremental wholesale volume contribution
of new models.
Royal Enfield was the name under which the Enfield cycle company
made motorcycle, bicycle, lawnmowers and stationery engines. The
legacy of weapons manufactures is reflected in the logo, a cannon and
their motto “made like a gun, goes like a bullet” use of the brand name
Royal Enfield was licensed by the crown in 1890.
Royal Enfield has been the biggest beneficiary of this boom in India,
selling 50000 bikes in 2010 and growing by more than 50% year-over-
year since then. At the hectic pace of the last decade, quality issues often
wore down the reputation of Royal Enfield. Rishad Saam Mehta, a travel
writer and Bullet enthusiast who calls it „‟a meditative motorcycle-on a
Bullet would negotiate the Himalayas perfectly well, but then would
breakdown in a trip to grocery store.‟‟ Now we want to work much more
closely with our distributors,‟‟ he said.‟‟ Our intentions have moved
from India to world.‟‟
Lal talked with passion about the new plant‟s robotic painting arms,
ergonomic electrical tools, Italian presses and the ability to build
motorcycle frames perfectly, down to the micron.‟‟ We‟ve automated a
lot of jobs, sure,‟‟ he said‟‟. But our „Handcrafted in Chennai‟ tagline is
absolutely true. where there was merit and value in handcrafting, we‟ve
kept that.‟‟
● Royal Enfield Bullet 500: Royal Enfield Bullet 500 is a classic bike
having vintage styling and striking. It is an environmentally friendly
bike with lower emissions and increased fuel economy. The bike has
hand-painting pin stripes; a 5-speed transmission, 7” double leading
shoe front brake and dual seat further distinguish this model.
● Royal Enfield Bullet Electra Bike: Any biker who is passionate for
speed, power and performance would love to ride Bullet Electra. The
bike comes with generous power output, great stability and control
with comfortable riding experience.
● Royal Enfield Bullet Machismo: Like all bullets, Machismo 500 too
has muscular designing which, assisted by cutting-edge- technology,
makes a grand-looking bike. The heavy bike makes the heads turn
when it moves on the road. With its huge pulling power, it can even
climb up sharp ascent on rough terrain with ease.
12
0 10
10 0
0
68
8
60 50
40 34
20 14 12
Number of respondents %
Table 4.2:Table showing occupation status of respondents
Particulars Number of respondents %
Student 32 64
Self Employed 10 20
Professional 6 12
Government Service 2 4
Total 50 100
4%
12%
20%
64%
Bullet 32 64
Himalayan 10 20
Classic 500/350 4 8
Thunderbird 1 2
Bullet Electra 1 2
Others 2 4
Total 50 100
Source: Primary data
From the table 64% of respondents have bullet,20% of them are using
Himalayan,8% of them are using classic 500/300,2% of them having
Thunderbird,2% of them having bullet electra,4% of them are using others like
interceptor.
2% 2%
4
20
%
64
%
Out of 50 respondents 74% of them using bike for less than 5 years,16% of them
were using the bike for 5-10 years,8% of them were using the bike above 10
years and 2% of them were using the bike for 1 year.
7
4
8
0
3
4 7 1
0 6
2
0
Number of
Less than 5-10 Above One
5 year 10 year
year years
Number of respondents %
Table 4.5:Table showing payment method used by respondent
Particulars Number of respondents %
Loan 14 28
Total 50 100
From the table 4.5 it is clear that,72% of respondents choose ready cash
payment and 28% choose loan for the payment.
80
72
70
60
50
40 36
28
30
20
14
10
Number of respondents
Printed Media 3 6
Broadcast Media 8 16
Friends 30 60
Showroom 9 18
Total 50 100
Source: Primary data
From the table 4.6 it is clear that,6% of respondents are informed about Royal
Enfield by printed media,16% are informed by broadcast media,60% are
informed by friends and 18% are informed by showrooms.
60
60
50
40
30
16 18 Number of respondents
20
6 %
10
0
Table 4.7:Table showing influence level of advertisement made by
Royal Enfield
Particulars Number of respondents %
High 35 70
Low 15 30
Total 50 100
Source: Primary data
From above table 4.7,it is clear that 70% of respondents are influenced
by the producers advertisement and the rest of 30% are not influenced by
the producers advertisements
30
Number of respondents
70
Table 4.8:Table showing satisfaction level of design, look & style of bike
From the table it is clear that 44% of respondents are highly satisfied with
design, look & style of bike.54% of them are satisfied and 2% of them are not
satisfied.
60
54
50
44
40
30 27
22
20
10
Number of respondents
Low
54
Average
27
42
High
21
0 10 20 30 40 50 60
% Number of respondents
Table 4.10:Table showing breakdown situations faced by respondents
Very often 7 14
Rarely 20 40
Not at all 23 46
Total 50 100
Source: Primary data
23
20
Among the total of 50 respondents, 92% of them purchase from the showroom
and rest of 8% purchase direct second hand.
100
90
80
70
60
92
50
40
30 46
20
10
Number of respondents %
Out of 50 respondents 66% of the respondents are of the opinion that they get
spare parts readily and 28% of them don‟t get spare parts readily.6% of
respondents don‟t have good spare supply.
70 66
60
50
40
33
28
30
20 14
10
Readily available Don’t get readily Don’t have good spare supply
Number of respondents %
Table 4.13:Table showing problems faced by respondent after purchasing
bike
High maintenance 19 38
Low mileage 18 36
Poor after sales service 13 26
Total 50 100
Source: Primary data
From the table 38% of respondents are faced by high maintenance problems.36%
of them are facing the problem of low mileage and 26% respondents are facing
the problem of poor after sales service.
Number of respondents %
40 38
36
35
30
26
25
19 18
20
15 13
10
Excellent 12 24
Good 24 48
Average 11 22
Poor 3 6
Total 50 100
Source: Primary data
Out of 50 respondents 24% of the respondents are of the opinion that they
have excellent and 48% have good opinion about power and pick up of
bike.22% & 6% of respondents have average and poor opinion about power
and pick up of bike.
6%
24%
22%
48%
Excellent 12 24
Good 25 50
Average 11 22
Poor
Total 50 100
Source: Primary data
Out of 50 respondents 24% of them have excellent and 50% have good
satisfaction about comfort and safety of bike.22% & 4% of respondents have
average and poor satisfaction about comfort and safety of bike.
Poor
22
Average 11
50
Good 25
24
Excellent 12
10 15 20 25 30 35 40 45 50
% Number of respondents
Table 4.16:Table showing opinion of respondents with respect to after sale
service of bike
Excellent 6 12
Good 23 46
Average 17 34
Poor 4 8
Total 50 100
Source: Primary data
Among the total of 50 respondents 12% have excellent and 46% have good
opinion about the after sale service.34% & 8% of respondents have average
and poor opinion about the after sale service.
46
50
45
40
34
35
30
23
25
20 17
15 12
10
Number of respondents
Table 4.17:Table showing respondents opinion on major barriers for not
purchasing bike by non bullet riders
High maintenance 14 28
High price 13 26
Low mileage 12 24
Poor after sales service 5 10
Poor promotion 3 6
Noisy vehicle 3 6
Total 50 100
Source: Primary data
From the graph 28% of respondents are faced by high maintenance as barrier and
26% of them are facing high price issue for not purchasing of bike. 24% of them
are facing low mileage and 10% of them faced by poor after sales service.6% of
respondents not purchasing the bike because of poor promotion and 6% of
them because of noisy vehicle.
Number of respondents %
30 28
26
24
25
20
14
15 13 12
10
10
High High price Low mileage Poor after sales Poor promotion Noisy vehicle
maintenance service
Table 4.18:Table showing respondents opinion on different version of Royal
Enfield
Among 50 respondents 40% of them said that older version is better,8% because
of better gear shifting pattern,4% because of better performance,2% because of
better fuel efficiency,16% because of greater crank weight,6% because of better
design and comfort,4% because of maintenance cost. 60% of them said that
newer version is better,16% because of better gear shifting pattern,16% because
of better performance,10% because of better fuel efficiency,4% because of
greater crank weight,12% because of better design and comfort,2% because of
maintenance cost.
14
12
12
10
10
8 8
6 6
4 4 4
2 2 2 2 2
Pa ttern of gear Better Fuel efficiency Cra nk weight Des ign & comfort Maintenance cost
s hi fti ng performance
Table 4.19:Table showing major factors considered by the respondents
while purchasing particular model of royal enfield
Out of 50 respondents 44% of them consider safety & comfort and 38% of them
consider design & performance while purchasing the model of royal enfield.14%
of them consider mileage & maintenance.4% of respondents consider price for
the purchase.
Safety & comfort Design & Performanace Mileage & maitenanace Price
4%
14%
44%
38%
Table 4.20:Table showing respondents preference on service of Royal
Enfield
Particulars Number of respondents %
Showroom 24 48
Well known bullet 13 26
mechanic
Near buy garage 12 24
Self service 1 2
Total 50 100
Source: Primary data
Among the total of 50 respondents 48% prefer showroom service and 26% of
them like well known bullet mechanic for service.24% and 2% of them
selected near by garage and self service respectively.
% Number of respondents
Self service
26
Well known bullet mechanic 13
48
Showroom 24
5 10 15 20 25 30 35 40 45 50
Table 4.21:Table showing respondents satisfaction on company’s
Grievances & redressal system
Particulars Number of respondents %
Satisfied 32 64
Not Satisfied 18 36
Total 50 100
Source: Primary data
From the table, It is clear that 64% of respondents satisfied with company‟s
grievances & redressal system and 36% of respondent are not satisfied.
18
32
From the table it is clear that 68% of respondents are highly satisfied
with the purchase of royal enfield.28% of them are satisfied and 2% of
them are not satisfied.
68
70
60
50
40 34
28
30
20 14
10
Number of respondents %
CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 Findings
The findings of the study about the consumer behaviour of Royal Enfield are
the following:
It is inferred that the majority of users are between 20-24 years, from
this we can conclude younger generation and middle aged are more.
interested in Royal Enfield.
Most of the users are students who all are male ,almost 64% are students
Majority of the of the uses the model Bullet.
Most of the respondents using Royal Enfield bike for less than 5 years
It is clear that majority of respondents choose ready cash for the
payment method.
Most of the respondents came to know about Royal Enfield through
friends.
From the respondents 70% say they are influenced by the producers
advertisement.
About 54% of the respondents are satisfied with the design, look
and style of the bike
From the respondents 54% have average opinion about the maintenance
of the bike
Most of the Royal Enfield bikes doesn‟t breakdown at all. It is
notinvolved into repairs always.
About 92% of the respondents choose showroom for the purchase of
bike.
It is clear that majority of the respondents are satisfied with spare parts
availability and we can say that Royal Enfield has good distribution of
spare parts.
Majority of them are facing,high maintenance problem after purchasing
Royal Enfield.
The power and pickup of Royal Enfield bike is good and most of the
respondents rate excellent and good.
The most of the respondents are good with the comfort and safety
feature of the bike
The after sale service provided by the Royal Enfield is good and
respondents are satisfied with it.
The main barrier for not purchasing Royal Enfield is because of high
maintenance.
Among 50 respondents 40% say old version is better because of greater
crank weight and 60% of them say newer version because of better gear
shifting pattern and better performance delivered.
It is clear that 44% of the respondents consider safety and comfort as the
major factor for the purchase of Royal Enfield.
Most of the respondents service their bike in showroom.
About 64% of the respondents are satisfied with the grievances and
redressal system of the company.
68% of the respondents are highly satisfied with the purchase of Royal
Enfield.
5.2 Suggestions
The bikes recently introduced by Royal Enfield are mostly concerned
about youth, so many suggested they also consider the middle age
people while manufacturing.
Consumers are easily affording the price of Royal Enfield bikes and
they are not feeling much problem with the amount. But the
company should also take some steps towards making purchase easier
through bank loans.
Though Royal Enfield bikes are giving moderate mileage in long
distance travelling ,so the company can try to improve the mileage
level, so that sales can be improved.
By improving after sales service the satisfaction level of existing
consumers can be improved. This can result in recommendation of
thebrand by the existing customer to prospective customer.
The organisation should ensure that its systems like quality,
performance, service and complaint and redressal system are designed
to achieve excellence and consume delight.
5.3 Conclusion
Krishnan Santana R (2007), “the issue and future of the two wheeler
industry”. Two-Wheeler Industry in India – An Introduction, Hyderabad, the
ICFAI University Press, PP. 57-69.
2455-1627.
Kottala Sri Yogi (2016), “An empirical and fuzzy logic approach to product
quality and purchase intention of customers in two wheelers”, Pacific Science
Review B Humanities and Social Sciences 1(1):57- 69 DOI:
10.1016/j.pscr.2015.12.001.
WEBSITES
www.royalenfield.com
www.wikipedia.org
www.academia.com
www.consumerbehaviour.com
www.slideshare.com
MAGAZINES
Fastrack
APPENDIX
Questionnaire
o 20-24
o 25-29
o 30-34
o Above 35
o Student
o Government service
o Professional
o Self employed
o Bullet
o Thunderbird
o Bullet Electra
o Himalayan
o Classic 500/350
o Other
4. How long are you using your bike?
o Printed media
o Broadcast media
o Friends
o Showroom
7. Does the producers advertisement influenced you for making purchase?
o High
o Low
8. Are you satisfied on design, look & style of your bike?
o Highly satisfied
o Satisfied
o Not satisfied
9. What is your opinion about maintenance cost of bike?
o High
o Average
o Low
10. Is there any break down situation you have been faced during your ride
o Very often
o Rarely
o Not at all
11. At the time of purchase what mode you prefer?
o Showroom
o Direct second hand
12. What is your opinion about the availability of spare parts?
o Readily available
o Don‟t get readily
o Don‟t have good spare supply
13. What is the major problem faced by you after purchasing the bike?
o High maintenance
o Poor after sale service
o Low mileage
14. Are you satisfied with the power and pick up of your bike?
o Excellent
o Good
o Average
o Poor
15. Are you satisfied with comfort and safety measure of your bike?
o Excellent
o Good
o Average
o Poor
16. What is your opinion about after sales service of bike?
o Excellent
o Good
o Average
o Poor
17. Which are the major barriers for not purchasing Royal Enfield bike
by non bullet riders?
o High maintenance
o High price
o Low mileage
o Poor after sales service
o Poor promotion
o Noisy vehicle
18. In your opinion which version of Royal Enfield products are better?
Old version
o Pattern of gear shifting
o Better performance
o Fuel efficiency
o Crank weight
o Design & comfort
o Maintenance cost
Newer version
o Pattern of gear shifting
o Better performance
o Fuel efficiency
o Crank weight
o Design & comfort
o Maintenance cost
19. What are the major factors that you considered while purchasing particular
model of Royal Enfield?
o Price
o Safety & comfort
o Design & performance
o Mileage & maintenance
20. Where do you mostly prefer for the service of your bike?
o Showroom
o Near by garage
o Self service
o Well known bullet mechanic
21. Are you satisfied with company‟s grievances and redressal system?
o Yes
o No
22. Are you satisfied with your bike‟s purchase?
o Highly satisfied
o Satisfied
o Dissatisfied