A

PROJECT REPORT
ON
“CONSUMER SATISFACTION TOWARDS ROYAL
ENFILED”

Submitted in the partial fulfillment of the degree

Of

Bachelor of Commerce (H)

FACULTY GUIDE: SUBMITTED BY:

MS.VISHAKHA TWINKLE PRAKASH
ARKA JAIN UNIVERSITY AJU/ 180145
2018-21 2018-21

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 ACKNOWLEDGEMENT

A sense of contentment and elation that accompanies the successful working of this project would be
incomplete without mentioning the names of the people who helped me to accomplish this project,
people whose constant guidance, support and encouragement resulted in its realization. I am highly
indebted to Arka Jain University, Jharkhand for providing me with the opportunity to work on
this SIP report.

I owe much to my mentor Mrs. VISHAKHA for the inspiration and guidance which enabled me for
the inspiration which enabled me to take up work which made me learn new things and concepts.

I also wish to express my gratitude to all those seen or unseen hands and minds, which have been in
direct or indirect help in completion of my dissertation project.

TWINKLE PRAKASH

3RD YEAR B.COM (H)

ARKA JAIN UNIVERSITY

JHARKHAND

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 School of Commerce and Management

CERTIFICATE BY THE FACULTY MENTOR

This is to certify that Mr. /Ms. TWINKLE PRAKASH Roll No. 42 a student of B.COM (H) (2018-
2021), has undertaken the project titled “CONSUMER SATISFACTION TOWARDS ROYAL
ENFEILD”. Project report is hereby submitted by the student for the partial fulfillment of requirement
for the ward of BACHELOR OF COMMERCE (H), under my supervision. To the best of my
knowledge, this project holds the record of authentic work carried out during the academic year (2020-
2021) and has not been submitted anywhere else for the award of any Certificate/ Degree/ Diploma,
etc.

GUIDED BY: VERIFIED BY:

MRS.VISHAKHA MRS.PRIYA RAMAN,

PROGRAMME COORDINATOR
B.COM (H)

VERIFIED BY:
DR. ARUNAVA NARAYAN MUKHERJEE
DEAN- SCHOOL OF COMMERCE AND MANAGEMENT

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 School of Commerce and Management

DECLARATION BY THE STUDENT

I, TWINKLE PRAKASH, hereby declare that the project titled, “CONSUMER

SATISFACTION TOWARDS ROYAL ENFEILD”, has been carried out by me and is submitted
in partial fulfillment of the requirements for the degree of Bachelor of Commerce (H). I further
declare that this report prepared is the original study conducted by me and this report has been
submitted to the ‘ARKA JAIN UNIVERSITY’ Jamshedpur, and it has not been submitted
elsewhere, for the award of any Certificate/ Diploma/ Degree etc.

Signature of the Student with Date

TWINKLE PRAKSH
ROLL NO.-42
AJU/180145
B.COM (H) Batch 2018-2021

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 CONTENTS

CHAPTER NO. CHAPTER NAME PAGE NO.

1 INTRODUCTION 7-8

1.1 OBJECTIVES 9

1.2 SCOPEOF THE STUDY 10

1.3 REVIWE OF LITERATUREW 11-12

1.4 RESEARCH METHODOLOGY 13

2 DATA ANALYSIS AND FINDINGS 14-18

3 CONCLUSION 19

4 RECOMMENDATIONS 20

5 BIBLIOGRAPHY 21
 EXECUTIVE SUMMARY

The topic of my dissertation is “Consumer Satisfaction towards Royal Enfield Bikes”. This
report shows the consumer satisfaction upon the different age groups, different- Occupational
peoples and so on. This report is a descriptive one. My Dissertation helped me in learning a lot of
things about the Consumer Satisfaction. In the very beginning of the report, introduction on
Marketing and Customer Satisfaction has been discussed. The objective of the study has been
clearly stated. The scope of the Study has also been clearly mentioned. The sources of Data
collection are there in Research methodology. The data analysis shows the results of all the
questions mentioned in the questionnaire which conclude the satisfaction level of the consumers
and the reasons to choose Royal Enfield Bikes. Although it was a great experience in making this
report because it gave me lots of knowledge about this topic.

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 CHAPTER-1
INTRODUCTION

INTRODUCTION TO MARKETING

Marketing is the process of performing market research, selling products and/or services to
customers and promoting them via advertising to further enhance sales. It generates the
strategy that underlies sales technique, business communication, and business developments.
It is an integrated process through which companies build strong customer relationships and
create value for their customers and for themselves.

Marketing is used to identify the customer, to satisfy the customers and to keep the customer.
With the customer as the focus of its activities, it can be concluded that that marketing
management is one of the major components of business management. Marketing evolved to
meet the stasis in developing new markets caused by mature markets and overcapacities in
the last 2-3 centuries. The adoption of marketing strategies requires business to shift their
focus from production to the perceived needs and wants of their customers as the means of
staying profitable. The term marketing concept holds that achieving organizational goals
depend on knowing the needs and wants of target markets and delivering the desired
satisfactions. It proposes that in order to satisfy its organizational objectives, an organization
should anticipate the needs and wants of consumers and satisfy these more effectively than
competitors.

CUSTOMER SATISFACTION

Customer satisfaction, a business term, is a measure of how products and services

Supplied by a company meet or surpass a customer expectation. Customer satisfaction is

defined as “the number of customers, or percentage of total customers, who’s reported
Experience with a firm, its products, or its services (ratings) exceeds specified satisfaction-
Goals.” It is seen as a key performance indicator within business and is part of the four of a
Balanced Scorecard. In a competitive marketplace where business compete for customers,

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Customer satisfaction is seen as a key differentiator and increasingly has become a key
element of a business strategy. Within organizations, customer satisfaction ratings can have
powerful Effects. They focus employees on the importance of fulfilling customer’s
expectations.

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 1.1OBJECTIVES OF THE STUDY

Primary objectives:

 To find the perception of customers towards Royal Enfield brand.

 To know the recent spurt in growth of sales.

Secondary objectives:

 To find out the motivational factors to purchase a Royal Enfield product.

 To understand the customer psychology on choosing the product or service, so that
easily the product can be positioned.
 To know the customer perception towards Royal Enfield and other competitors 
 To access the real opinion and mind set of customer and aid to meet out their
expectation in future in turn that will increase the volume of sales.
 To find the most leading model of Royal Enfield.
 To ascertain the reasons for increase in sales of the leading model of Royal Enfield.
 To understand the efficiency of dealer service provided to the customer, so that it can
create route for further improvement
.

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 1.2 SCOPE OF THE STUDY

When it comes to the selection of bikes, a number of choices are available to the Indian
customers. So the question arises as to why the people choose Royal Enfield and what are the
features they look for while making the purchase. The results of the study would give
information about the preferences of the consumers and also their expectations from Royal
Enfield bikes and would help the company to understand the potential of the market and
target the right customers. The study is confined to Ernakulam City.

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 1.3 REVIEW OF LITERATURE

Zeithmal & Bitner (2003): According to Zeithmal & Bitner (2003) the success of work using
SERVQUAL in Understanding customer satisfaction, dissatisfaction and loyalty in a range of
business arenas Suggests that these dimensions illuminate bank switching. SERVQUAL
measures service Quality in five dimensions. The dimensions are reliability – the ability to
perform the promised service as dependably and accurate, responsiveness – the willing to help
customers and provide prompt service, assurance – the knowledge and courtesy of employees
and their ability to inspire trust and confidence, empathy – the caring individualized attention the
firm provides its customers, tangibles – the physical facilities, equipments and appearance of
persons.

Madhukar et al. (1999) examined the applicability of alternative measures of service quality in
the developing economy of India and assesses related issues in that context. Based on data
gathered from customers of two major banks, overall results support a multidimensional
construct of service quality and suggest that the SERVQUAL scale provides greater diagnostic
information than the SERVPERF scale. However, the five-factor conceptualization of
SERVQUAL applied by this research does not seem to be totally applicable, and no significant
difference was found in the predictive ability of the two measures. Although SERVQUAL and
SERVPERF have identical convergent validity, SERVPERF appears to have higher discriminate
validity than SERVQUAL.

Sureschandar et al. (2002): According to Sureschandar et al. (2002) the relationship between
service quality and customer satisfaction has received considerable academic attention in the past
few years. But the nature of the exact relationship between service quality and customer
satisfaction (especially in the way the two constructs have been operationalized) is still shrouded
with uncertainty. Many researchers have operationalized customer satisfaction by using a single
item scale and many others have used multiple item scales. Further researchers have adopted a
different approach and views customer satisfaction as a multi dimensional construct just as
service quality, but argues that customer satisfaction should be operationalized along the same
factors (and the corresponding items) on which service quality is operationalized. Based on this
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approach, the link between service quality and customer satisfaction has been investigated.
Further he found that the two constructs are indeed independent but are closely related, implying
that an increase in one is likely to lead to an increase in another.

Mohammad & Alhamadani (2011) examined the level of service quality as perceived by
customers of commercial bank working in Jordan and its effect on customer satisfaction. In their
research service quality measure is based on modified version of SERVQUAL as proposed by
Parasuraman et al. (1988).

Walfried et al. (2000), Customer satisfaction was measured by a nine item adapted from
Walfried et al. (2000), researchers have used the multiple regression analysis to test the impact of
service quality on customer satisfaction. The results indicated that service quality is an important
antecedent of customer satisfaction.

Further Ravichandran et al. (2010) emphasized that the financial liberalization has led to
intense competitive pressure and private banks dealing in retail banking are consequently
directing their strategies towards increasing service quality level which fosters customer
satisfactions and loyalty through improved service quality.

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 1.4 RESEARCH METHEODOLOGY

Research methodology is a methodology for collecting all sorts of information and data
pertaining to the subject in question. The objective is to examine all the issues involved and
conduct situational analysis. The methodology used in the study consists of Primary and
Secondary data.

DATA COLLECTION

1. Primary Source :
Structured Questionnaire was circulated to the customers in the showroom and in the
service centre few random people were also taken so that we could get their responses
regarding the objective of my study.
2. Secondary Source:
The Secondary Data collection involved internet search, browsing articles, searching
about the organisation and its records.

RESEARCH DESIGN

Research design adopted for this research is “Descriptive Research “. It includes surveys and
fact-finding enquiries of different kinds. The major purpose of descriptive research is
description of the state of affairs as it exists at present.

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 CHAPTER -2

DATA ANALYSIS

COMPANY PROFILE
Royal Enfield is a well-known automobile company that primarily deals in manufacturing of
motor cycles and cycles. Apart from that, it produces lawnmowers, stationery engines and
rifles. The company's motto, “Made like a Gun”, reflects its weapon making legacy. Royal
Enfield is a company based in India with its headquarters in Chennai. The company was
founded as Enfield Manufacturing Company Limited in 1890. It produced its first ever bike
under the brand name of 'Royal Enfield' in the same year in Redditch, Worcestershire,
England. Albert Eadie and Robert Walker Smith were the founders of Enfield Manufacturing
Company Limited that ceased to exist after 1971.

About Royal Enfield Ltd India

Although Enfield sold its first bike in India in 1949, it was not before 1955 that India's own
Royal Enfield manufacturing establishment came into existence. In 1955, Redditch Company
and Madras Motors became partners and formed Enfield India, which is currently based in
Chennai. The present day Royal Enfield Company is a subsidiary of the Indian automobile
stalwart Eicher Motors Limited. Dr. Venki Padmanabhan is the CEO of Royal Enfiled India.
Royal Enfield has been the most trusted high capacity bike and the most favourite of the Indian
government for the past six decades. The Government of India had a requirement of a powerful,
high capacity, strong and reliable vehicle for the Indian Army and Indian Police for patrolling
purposes. Royal Enfield was the name the Indian government counted on. In 1965, 800 350cc
Royal Enfield Bullet model units were ordered by the Government of India. The original Enfield
Manufacturing Company Limited went defunct in 1971; however, Enfield India just kept on
growing in stature and repute.

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TABLE NO.1

TABLE SHOWING -THE PROFILE OF THE RESPONDENTS BADED ON AGE

AGE NO. OF PERCENTAGE

RESPONDENTS
20-24 20 40%

25-29 13 26%

30-34 9 18%

Above 35 8 16%

TOTAL 50 100%

Analysis

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

Interpretation

It is revealed that majority of respondents are between 20 and 29 years .From this we can
conclude younger generation and middle age are more interested in Royal Enfield may be
because this is the age where they start earning.

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TABLE NO.2

TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON GENDER

GENDER NO.OF PERCENTAGE

RESPONDENTS
MALE 46 92

FEMALE 4 8

TOTAL 50 100

Analysis

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

Interpretation

It is clear that most of the users of Royal Enfield are males mostly because of the manly look
of the bikes.

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TABLE NO.3

TABLE SHOWING-THE OCCUPATION OF RESPONDENTS

OCCUPATION NO.OF RESPONDENTS PERCENTAGE

STUDENT 22 44%

GOVERNMENT 3 6%
SERVICE
EX-SERVICEMEN 2 4%

PROFESSIONAL 14 28%

SELF-EMPLOYED 9 18%

TOTAL 50 100%

Analysis

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

Interpretation

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

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FINDINGS
 Out of total 50 respondents 82% belong to the age group of 18.
 25. 8% of the respondents belong to 26- 35 age group. 6% belongs to 36.
 45 age group and balance respondents lie between the age group above 45.
 Major respondents are male that is 98%.
 Among the 50 Respondents majority of the respondents have chosen the brand Royal
Enfield based on the brand image.
 Almost 50% of the respondents are graduates.
 Most of the buyers belong to the income group of above Rs.20000 per month.
 Majority of the respondents uses the model Standard 350.
 Out of the total 50 respondents 8% of the bikes were bought between 1995 - 2000,
4%of them in 2001,2005, 20% of them in 2006 , 2010, 64% of them in 2011 2015and
4 % of them in the 2016 onwards.
 More than half the number of respondents travels 10 to 25 kms a day.
 Among the 50 respondents 32 respondents make purchase due to design
and performance of the bike.
 The purchases are mainly influenced by the opinion of the friends and relatives of the
respondents.
 Majority of the customers are satisfied with the product and price worthy agrees that
Royal Enfield is serving better than other brand of bikes.
 Among the 50 respondents 43 of them have said yes that if an opportunity arises in
future to buy a bike, he would prefer to buy a Royal Enfield bike again and the rest
have not agreed with it.
 Most of the respondents have said that they will recommend this brand of bike to their
friends and relatives.
 Among the 50 respondents 20 of them said that older version is better because of
greater crank weight and 30 of them said that newer version is better, mainly because
of better gear shifting Pattern and better performance delivered.

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CONCLUSION
It could be concluded that Royal Enfield has to close the gap between customers’ expectation
and perceptions of services. It should not exaggerate its quality of services in order to prevent
higher customer expectations of service. Otherwise, customers’ expectations do not match
their perceptions and service quality is considered low. Finally, in order to enhance service
quality, customer attraction should be retained, and competitive advantage should be gained,
people-based companies have to increase employees’ attitude, training and improve their
knowledge of services. Royal Enfield should also introduce new vehicles with the latest
technology. The study considered only the customers’ point of view from service quality of
bike service agencies. Hence, future studies are recommended to conduct surveys of
managers and employees because their understanding of customers’ expectations as well as
their communication with customers is important to the final perceived service quality of bike
agencies.
The study has helped me to understand that the Royal Enfield customers are satisfied or not.
If not what are the main reasons for dissatisfaction of customer towards the Bike and what are
the ways of improving the satisfaction level of customer towards the Company. We can
conclude younger generations and middle age are more interested in Royal Enfield, the
buying behavior is governed predominately by the need for Power and respect for the iconic
Brand and users are mostly Professional Males, 20-25 years of age, including some students.
The customers are loyal towards the Brand Royal Enfield. Royal Enfield should concentrate
on its advertising campaign to reach the customers, Mileage of Royal Enfield bikes is very
economical and most pf them prefer to buy their New from Showroom with the spare parts
available in market easily. Royal Enfield has an excellent satisfaction level within the
customer for its power, pickup, Comfort, safety, and with after sales services. 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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 RECOMMENDATIONS

 From the study it is observed that the brand awareness of the Royal Enfield is not up
to the mark. So it suggested that the company should indulge in activities which
enhance the brand awareness of the customer.

 Though Royal Enfield bikes are giving moderate mileage in long distance travelling,
the mileage within city limits travelling is less. So the company can try to improve the
mileage level, so that the sales can be improved.

 By improving the after sales service the satisfaction level of the existing customers
can be improved. This can result in recommendation of the brand by the existing
customers to prospective customers.

 The management should ensure that the staffs are trained to service the customer in a
way that leaves a lasting impression.

 The organization should ensure that its systems like quality, performance, service and
complaint redressal are designed to achieve excellence and customer delight.

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 BIBLIOGRAPHY

The sources through which I have been able to make this project has helped me provide data
of the company. Interpretation was not to write but irrespective of my mentor these websites
helped in building a favourable project.

These WEBSITES which I referred to are:

1. www.quora.com
2. www.google.com
3. http://www.wikipedia.com
4. https://www.royalinfiled.com