1.

1 INTRODUCTION

The study tries to find out the Customer Satisfaction of Royal Enfield bike with special
reference to of. CB AUTO KOYILANDY.The study is conducted at CB AUTO KOYILANDY
they are the authorized dealers of Royal Enfield Bikes in koyilandy.

Customer satisfaction is defined as measurement that determines how happy customer

are with a company’s product, service and capabilities. An organizations main focus must be
to satisfy it’s customers and increase it’s sales, for this it is important to understand the voice
of the customer which provide detailed insights as to what their customer want and better tailor
their service or products and in turn help the business improve or change it’s product and
service.

Royal Enfield is the makers of the famous bullet brand in India established in 1955.Royal
Enfield classic 350 is in India established in 2008.They are one of the oldest and most famous
for their power stability and rugged looks. Royal Enfield has been updating their bikes from
their first model in order to provide customer total satisfaction from their bikes and keep up
with market trend. So this study mainly focused on analyzing the customer satisfaction of Royal
Enfield classic 350 with special reference to Koyilandy royal enfield.

Customer satisfaction is a continuous process which does not begin or end with a
purpose. It covers the entire ownership experience from selecting a product, to purchase,
through aftercare to repeat purchase. Thus customers' expectations and their experience will
together determine the level of satisfaction. The quality of the product or service will decide
whether it matches the consumer expectations or not, but the firm and marketer must make all
efforts to ensure that consumer satisfaction is achieved. Thus customer satisfaction is the life
blood of any business. In the existing business environment marketers are turbulent and
customer needs fast changing, companies should opt for ways to add value for their customer
by offering products or services just the way they want it. When the customer has to choose
from a large and bewildering number of options, features pricing structures and delivering
methods, offering a unique product to every individual customer will go a long way in adding
value to the customer decision making process. The study will help the company to measure
the level of satisfaction of customers and can make necessary action to improve the current
status.

1
 1.2 STATEMENT OF THE PROBLEM

Customer satisfaction is the key for the success of any business. Marketers are finding ways to
impress customers with. Various things because they know that satisfied customers are greatest
asset of a firm. Customer satisfaction leads to increased corporate profitability. It is less
expensive to maintain existing customers. A marketer must have a clear understanding of his
consumers and their needs. In this study the researcher has tried to analysis the customer
satisfaction of Royal Enfield bike.

1.3 SCOPE OF THE STUDY

The scope of the study is to understand the customer’s attitude towards the product, service,
satisfaction obtained from the product and the variations between the actual product and their
expectations of Royal Enfield customers in Koyilandy Municipality. The study will point out
the different problem being faced by customers of Royal Enfield company and this study will
help the company to take any decision regarding upon the customer satisfaction.

The consumers are the focus activity of the company’s marketing orientation. A
research on the customer needs and their satisfaction is a greater significance and to develop a
suitable strategy leading to higher customer satisfaction.

1.4 OBJECTIVES OF THE STUDY

1.To identify the satisfaction level of Royal Enfield bikes with special reference to the
Koyilandy municipality

2. To know the performance, quality, affordability and purchase behavior of Royal Enfield
bikes.
3. To know about the customer preference towards Royal Enfield bikes.

4. To evaluate the attitude of young generation towards Royal Enfield.

5. To study the factors which influencing the customer to select Royal Enfield bikes.

2
 1.5 RESEARCH METHODOLOGY

Research is done to collect essential information which helps solve problems related to
customer’s preference, satisfaction and overall happiness over Royal Enfield Bikes effectively.

SOURCES OF DATA
Data for the study are collected from both primary and secondary sources.

PRIMARY DATA
The primary data was collected from current users of Royal Enfield of Koyilandy Muncipality
using a questionnaire in order to obtain relevant information.

SECONDARY DATA
The secondary data was collected from newspaper, magazine, articles, companies website and
papers related to Royal Enfield brand in India.

SAMALING DESIGN
The population of the study isolated within Koyilandy Municipality. The sample consists of 70
people in Koyilandy Municipality.

SAMPLING METHOD
The sampling method used here is convenient sampling. The contacting respondents were the
customers of Royal Enfield bike.

SAMPLE SIZE
Sample size is the representation of the population this study has conducted among 50
Customers of CB AUTOS.

3
TOOLS FOR ANALYSIS

The collected data has been analysed with the help of tables, diagrams, and charts, used to
present the result. Microsoft excel is used for processing and analysing data. Percentage
analysis an analytical tool that measures the proportional relationship between two financial
statement account. Percentage are based on descriptive relationship it compares the relative
items since the percentage reduces everything to a common base and there by allow meaning
comparison.

Percentage of Respondents = No of respondents *1OO

Total respondents

4
 1.6 LIMITATIONS OF THE STUDY

1. This study is restricted only to the organised sector of two wheeler industry.

2. The stipulated for the project to be completed is less.

3. Research work was limited to specific area in koyilandy town.

4. Some of the response are biased

5. It is difficult to find respondent as they were busy in their schedule and collection of data
was very difficult.

5
 1.7 COMPANY PROFILE

CB AUTO is one of the famous authorised dealer of Royal Enfield bikes in koyilandy.
Koyilandy NH66 Road PO kollam, 673307 Ph:8879141203.Mail:salescbauto@gmail.com The
company was Established in the year 2021 and the Managing Director of CB AUTOS is Mr.
SHINU NARAYANAN CB AUTOS is considered as one of the trusted business houses in the
Malabar region of kerala and one of the leading automobile dealers in india, CB AUTOS
Dealers of Royal Enfield in koyilandy district which provide sales and service of Royal Enfield
two wheeler and its Genuine parts besides it also provide service like Insurance renewal,
Arrangement of vehicles finance through HDFC BANK ICICI BANK INDUS IND BANK
etc... There are 150 staffs are working in Royal Enfield currently sells motorcycles in more
than 50 countries, Royal Enfield surpassed Harley-Davidson in global sales in 2015, and
received an acknowledgment from US President Barack Obama as the guest of honor at the
2015 Delhi Republic Day parade. "I saw the Republic Day daredevils on Royal Enfield
motorcycles," Obama said, adding that "the secret service doesn't let me ride motorcycles,
especially not on my head." He again acknowledged the Border Security Force riders later in
the day, saying "I would, by the way, not drive a motorcycle after watching those incredible
acrobats."

SERVICE POINTS
CB AUTO, NH66, KOLLAM, KOYILANDY, 673307
SALES TEAM

1. General Manager

2. Manager

3. Store Head

4. Accounts

PRODUCT PROFILE MODELS

1. CLASSIC 350

2. METEOR

3. HUNTER 350

4. HIMALAYAN

6
 1.8 INDUSTRY PROFILE

Automobile is one of the largest industries in the global market. Being the leader in the product
and process technologies in the manufacturing sector, it has been recognized as one of the
drivers of the economic growth.

During the last decade, well-directed efforts have been made to provide a new look to the
automobile policy for realizing the sectors full potential for the economy. Step like abolition of
licensing, removal of quantitative restrictions and initiative to bring the policy framework in
consonance with the WTO requirements have set the industry in the progressive track.

Removal of the restrictive environment has helped restructuring, and enabled industry to
absorb new technologies, aligning it with the global development and also to realize the
potentials in the country.

The liberalization policies have led to continuous increase in the competition, which
ultimately resulted in line with the global standards as well as in substantial cut in prices.
Aggressive marketing by the auto financing companies have also played a significant role in
boosting the automobile demand, especially from the population of middle income group.

7
 REVIEW OF LITERATURE

Review of literature is an extensive survey of all available past studies relevant to the field of
investigation. It give us knowledge about what others have found out in the related field of
study and they have done so. Some of the review of the literature related to the customer
satisfaction towards Royal Enfield are :

Mr. Faisal.T (2014), “A Study on Customer Perception towards Royal Enfield with Special
Reference to Malappuram District” we found out that it was undertaken with the objective of
finding out customer’s perception level on Royal Enfield bikes. It is felicitously observed from
the study that the most customers of Royal Enfield are highly satisfied in almost all areas
offered by Royal Enfield. This study shows that by improving fuel efficiency, service and
advertisement and by introducing new models capable to compete with the fresher in the
market.

Krishnan Santana. R (2007), “Issue and future of the two wheeler industry” looks into
various issues faced by the two wheelers industry. In terms of competition, the industry is likely
to face competition from used cars and low cost cars. Other issues are the declining margins
due to increased cost of material and shift in customer demand to electric vehicles to save
patrol. In terms of growth, there are expectations that the industry is likely to grow by 5%, most
of the growth is likely to come from motorcycles. Some of the Indian motorcycle companies
are also likely to set up plants in foreign countries to meet export needs.

Mrs. R. Kanaka Rathinam (2013), “A study on customer’s preference towards Royal Enfield
Motorbikes in Coimbatore city “this article provides detailed information about the preference
of customer towards Royal Enfield bikes. In this article the author has mentioned how
preference is influenced by culture, social, personal and psychological factors lastly with help
of questionnaire method it was 11 found that Royal Enfield is chosen by most of customers
because of appearance, performance, and design.

Omesh Chandra (2011), “A study of consumer buying behavior towards bikes”. The main
theme of the study is to the rapid changing perception of consumers towards power segment
bikes to study the satisfaction level of consumers, who use bikes. Information was collected
from a sample size of 50 respondents in four districts. The tool used in this study is chi-square
tests. The study had found that 53% respondents are highly satisfaction with their bikes. 47%

8
respondents are satisfied with their bikes. Finally it was conducted that most of the respondents
were aware of many popular brands of bikes.

Mrs. G. Murali Manokari (2013), “A Study on Customer’s Preference towards Royal Enfield
Motorbikes in Coimbatore City, Tamil Nadu”, Findings from the study of this literature of
research shows how much customers prefer and their satisfaction level towards various aspects
of Royal Enfield, which are mostly influenced by socio-cultural, psychological & personal
factors. Customers of Royal Enfield conveys, that in order to capture the market, the
manufacturers haveto give the best combination of looks, quality, cost efficiency good features,
safety, and performance. This reason has also proved to be the reason behind the decade’s long
history of the Company.

Dr Debasis Tripathy (2016), “A Study on Consumer Satisfaction of Two Wheeler Bikes”, it

studies the satisfaction level of consumers, who uses bikes. This study concludes that HONDA,
BAJAJ and HERO shows maximum satisfaction in respect to mileage, power, design, and
technology and after sales service whereas TVS attains least satisfaction. The TVS should work
extensively on the parameters taken in the study. It showed that consumers compare each factor
deeply and select a suitable bike accordingly; therefore companies should keep this in mind
and produce such machines which don’t create anydisappointment in even one field.

Sr. Sony Mariya (2018), “Customer satisfaction level towards royal Enfield bikes” this study
has shown about the preference of Royal Enfield bikes. It was found that the ultimate users of
these bikes are students who want to maintain image and also to be 12 comfortable. It is found
that sound (important for bullets) is lower than old models so they have to maintain quality
models. It is the most preferred bike in India and also it has many loyal customers especially
young generations. So, we can say perception of customer on purchase of Royal Enfield bikes
is good or we can say excellent.

Kottala Sri Yogi (2016), “An empirical and fuzzy logic approach to product quality and
purchase intention of customers in two wheelers “Customerperceptions while purchasing a
Royal Enfield or any two-wheeler has been analyzed by different manufacturers through
various ways. In this article the author uses fuzzy logic approach to accomplish the objective.
Royal Enfield has given priority in high trade in value, ease of modification etc. this study has
helpedto study why people choose royal Enfield over other bikes available in the market and
the reasons like status, muscular, average miles of bike etc.

9
Ms. Ameer Asra Ahmed (2013), “A Study on Customer Satisfaction Level of Royal Enfield
Bullet “this article has given information about both perception and satisfaction towards Royal
Enfield bikes. The Royal Enfield bikes are most preferred by middle aged and younger
generation dominated by male. Their perception towards bike is muscularity, strong
performance, mileage, and status. Royal Enfield bikes and its parts are available everywhere.
So Royal Enfield is preferred more and chosen more than other bikes.

R. Amesaveni, R Koila (2014), “A study relating to consumer satisfaction level of working

women towards two wheelers”. From his study majority of the working women’s in rural India
gave importance to the quality of the product, which also showed that the income level of the
rural consumer was increasing, which also generate more consumption and purchasing power
for the consumers. An organization should place emphasis on introducing new model in the
society and manufacture two wheelers that give good mileage

10
 TABLE NO. 3.1
TABLE SHOWING THE CLASSIFICATION BASED ON AGE

NO. OF
AGE PERCENTAGE
RESPONDENTS
LESS THAN 20 8 20%

20 -30 28 70%

30 - 50 2 5%

ABOVE 2 5%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.1

CHART SHOWING THE CLASSIFICATION BASED ON AGE
80%
70%
70%

60%

50%

40%

30%
20%
20%

10% 5% 5%
0%
less than 20 20-30 30-50 above

Series 2 Column2

INTERPRETATION
from table, it is found that out of the total sample of 40 respondents using cb autos
koyilandy,70% belongs to the age group of the 20 – 30 years, 20% belongs to the age group
of less than 20 years, 5% belongs to the age group of 30 – 50 years,and the remaining 5 %
belongs to above 50

11
 TABLE NO. 3.2
TABLE SHOWING THE CLASSIFICATION BASED ON GENDER
GENDER NO. OF RESPONDENTS PERCENTAGE

MALE 30 75%

FEMALE 10 25%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO 3.2
CHART SHOWING THE CLASSIFICATION BASED ON AGE GROUP

25%

75%

MALE FEMALE

INTERPRETATION
from the above diagram,it is found that out of the total sample of 40 respondents using cb autos
koyilandy,75% belongs to male category and 25% belongs to female category.

12
 TABLE NO 3.3
TABLE SHOWING THE CLASSIFICATION BASED ON
OCCUPATION
OCCUPATION NO OF RESPONDENTS PERCENTAGE

STUDENT 16 40%

PROFESSIONALS 6 15%

GOVT. SERVICE 2 5%

OTHERS 16 40%

TOTAL 40 100%
(SOURCE :QUESTIONNAIRE)

CHART NO. 3.3

CHART SHOWING THE CLASSIFICATION BASED ON
OCCUPATION
45%
40% 40%
40%
35%
30%
25%
20%
15%
15%
10%
5%
5%
0%
student professionals govt. service others

Series 2 Column2

INTERPRETATION
from the above chart,it is shows that out of the total sample of 40 respondents using cb
autos koyilandy,40% are students,40% are others,15% are professionals, and the remaining 5%
belonges to having their govt. service

13
 TABLE NO 3.4
CHART SHOWING THE CLASSIFICATION BASED ON ANNUAL
INCOME
ANNUAL INCOME NO OF RESPONDENTS PERCENTAGE

BELOW 50000 2 5%

50000-100000 10 25%

100000-150000 12 30%

150000-200000 16 40%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.4

CHART SHOWING THE CLASSIFICATION BASED ON
OCCUPATION
45%
40%
40%
35%
30%
30% 25%
25%
20%
15%
10%
5%
5%
0%
below 50000 50000-100000 100000-150000 150000-200000

Series 1 Column2 Column1

INTERPRETATION
from table, it is found that out of the total sample of 40 respondents using cb autos
koyilandy,5% belongs to the income group of upto less than 50000 and 25% belongs to the
income group of 500000 – 100000 and 30% 100000 – 150000 and 40% belongs to the income
group of150000-200000.

14
 TABLE NO. 3.5
TABLE SHOWING THE OPINION ABOUT WHICH TYPE ROYAL
ENFIELD BIKE YOU BUY
MODELS NO. OF RESPONDENTS PERCENTAGE
CLASSIC 18 45%
STANDARED 12 30%
HIMALAYAN 4 10%
THUNDER BIRD 6 15%
TOTAL 40 100%
(SOURCE QUESTIONNAIRE)

CHART NO. 3.5

CHART SHOWING THE OPINION ABOUT WHICH TYPE ROYAL
ENFIELD BIKE YOU BUY

15%

10% CLASSIC
45%
STANDARED
HIMALAYAN
THUNDER BIRD

30%

INTERPRETATION
from table,it shows the out of the total sample of 40 respondents using cb autos
koyilandy,above diagram indicates 45% customer said classic,and 30% customers said
standared,15% are thunder bird and 10% customers said to be himalayan.

15
 TABLE NO. 3.6
TABLE SHOWING THE OPINION ABOUT HOW LONG YOU HAVE
BEEN USING THE ROYAL ENFIELD CLASSIC BIKE
OBSERVATION NO. OF RESPONDENTS PERCENTAGE

LESS THAN 6 MONTH 4 10%

6 MONTH TO 1 YEAR 2 5%

1 TO 2 YEAR 10 25%

ABOVE 2 YEAR 24 60%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.6

CHART SHOWING THE OPINION ABOUT HOW LONG YOU HAVE
BEEN USING THE ROYAL ENFIELD CLASSIC BIKE

INTERPRETATION
from table,it shows the out of the total sample of 40 respondents usingcb autos
koyilandy,and it is found that 60% of the customers says above 2 year,25% says 1 to 2 year,10%
says less than 6 month and 5% says 6 month to 1 year

16
 TABLE NO. 3.7
TABLE SHOWING PURCHASING WAY OF CUSTOMER
TIME NO. OF RESPONDENTS PERCENTAGE

CASH 24 60%

CREDIT 16 40%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.7

CHART SHOWING PURCHASING WAY OF CUSTOMER

40 %

60 %

CASH CREDIT

INTERPRETATION

from table,it shows the out of the total sample of 40 respondents usingcb autos koyilandy,it is
found 60% customers says cash and 40% says credit.

17
 TABLE NO. 3.8
TABLE SHOWING OPINION ABOUT THE FEEL OF ROYAL
ENFIELD BIKE
OBSERVATION NO. OF RESPONDENTS PERCENTAGE

HIGHLY SATISFIED 30 75%

SATISFIED 6 15%

NATURAL 2 5%

DISSATISFIED 2 5%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.8

CHART SHOWING OPINION ABOUT THE FEEL OF ROYAL
ENFIELD BIKE

INTERPRETATION
in the above diagram majority of the customers 75% highly satisfied,and 15% of customers
says satisfied,and 5% customers says natural and dissatisfied.

18
 TABLE NO. 3.9
TABLE SHOWING OPINION ON CUSTOMERS KNOW ABOUT
ROYAL ENFIELD CLASSIC BIKE
OBSERVATION NO. OF RESPONDENTS PERCANTAGE

NEWSPAPER 10 25%

MAGAZINES 10 25%

TV ADS 14 35%

FRIENDS OR FAMILY 6 15%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.9

CHART SHOWING OPINION ON ON CUSTOMERS KNOW ABOUT
ROYAL ENFIELD CLASSIC BIKE

INTERPRETATION
from table 35% tv ads,25% newspaper,magazines and 15% respondents said friends or family.

19
 TABLE NO. 3.10
TABLE SHOWING OPINION ABOUT WHAT ATTRACT TO BUY
ROYAL ENFIELD WITHOUT OTHER BRANDS
OBSERVATION NO. OF RESPONDENTS PERCENTAGE

BRAND 20 50%

SERVICE 10 25%

PRICE 6 15%

MILEAGE 4 10%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.10

CHART SHOWING OPINION ABOUT WHAT ATTRACT TO BUY
ROYAL ENFIELD WITHOUT OTHER BRANDS
60.00%

50.00%
50.00%

40.00%

30.00% 25.00%

20.00%
15%
10%
10.00%

0.00%
BRAND SERVICE PRICE MILEAGE

INTERPRETATION

from table, it is found that out of the total sample of 40 respondants using cb autos
koyilandy,50% brand,25% service,15% customers says price and 10% says mileage.

20
 TABLE NO. 3.11
TABLE SHOWING OPINION ABOUT TO IMMEDIATE RESPONSE
FOR THE COMPLAINTS REGISTERED
OBSERVATION NO. OF RESPONDENTS PERCENTAGE

YES 14 35%

NO 26 65%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.11

CHART SHOWING OPINION ABOUT TO IMMEDIATE RESPONSE
FOR THE COMPLAINTS REGISTERED

65% 35%

YES
NO

INTERPRETATION

from table, it is found that out of the total sample 40 respondents using cb autos
koyilandy,65% of says no,and 35% says yes.

21
 TABLE NO 3.12
TABLE SHOWING RATE THE FUEL EFFICIENCY ON CLASSIC
BIKE
OBSERVATION NO. OF RESPONDENTS PERCENTAGE

HIGHLY SATISFIED 6 15%

SATISFIED 20 50%

NATURAL 10 25%

DISSATISFIED 4 10%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.12

CHART SHOWING RATE THE FUEL EFFICIENCY ON CLASSIC
BIKE

70.00%

60.00%
50%
50.00%

40.00%

30.00% 25 %

20.00% 15%
10%
10.00%

0.00%
HIGHLY SATISFIED SATISFIED NATURAL DISSATISFIED

INTERPRETATION

from table,it is found that 50% of the customers are said satisfied,25% are natural,15%
highly satisfied and 10% dissatisfied.

22
 TABLE NO. 3.13
TABLE SHOWING OPINION ON WHAT PURPOSE DO YOU USE
CLASSIC BIKE
OBSERVATION NO. OF RESPONDENTS PERCENTAGE

OFFICE 8 20%

FAMILY 22 55%

LONG DRIVE 6 15%

OFFROAD 4 10%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.13

CHART SHOWING OPINION ON WHAT PURPOSE DO YOU USE
CLASSIC BIKE

60.00%
55%

50.00%

40.00%

30.00%

20%
20.00% 15%

10%
10.00%

0.00%
OFFICE FAMILY LONG DRIVE OFFROAD

INTERPRETATION

this table indicates majority of respondents 55% are family,20% respondents said
office and 15% long drive, and 10% are said offroad.

23
 TABLE NO. 3.14
TABLE SHOWING COMFORTABLE WITH THE RIDING POSITION
ON CLASSIC BIKE
OPINION NO.OF RESPONDENTS PERCENTAGE

YES 34 85%

NO 6 15%

TOTAL 40 100
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.14

CHART SHOWING COMFORTABLE WITH THE RIDING POSITION
ON CLASSIC BIKE

15%

85%

YES NO

INTERPRETATION

from table, it is found that out of the total sample 40 respondents using cb autos koyilandy
85% peoples are give positive respondents and 15% are negative respondents

24
 TABLE NO. 3.15

TABLE SHOWING FEEL THAT SERVICE CHARGES OR REPAIR

CHARGES ARE AFFORDABLE
OPINION NO.OF RESPONDENTS PERCENTAGE

YES 34 85%

NO 6 15%

TOTAL 40 100
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.15

CHART SHOWING FEEL THAT SERVICE CHARGES OR REPAIR
CHARGES ARE AFFORDABLE

15%

85%

YES NO

INTERPRETATION
from table, it is found that out of the total sample 40 respondents using cb autos koyilandy,
85% peoples are give positive respondent and 15% are negative respondents

25
 TABLE NO. 3.16
TABLE SHOWING TIME DELIVERY OF YOUR BIKE AFTER
SERVICING
OPINION NO.OF RESPONDENTS PERCENTAGE

YES 34 85%

NO 6 15%

TOTAL 40 100
(SOURCE:QUESTIONNAIRE)

CHART NO.3.16
CHART SHOWING TIME DELIVERY OF YOUR BIKE AFTER
SERVICING

15%

85%

YES NO

INTERPRETATION

from table, it is found that out of the total sample 40 respondents using cb autos
koyilandy, 85% peoples are give positive respondent and 15% are negative respondents

26
 TABLE NO. 3.17
TABLE SHOWING WHO MADE DECISION TO PURCHASE A BIKE
IN YOUR FAMILY
OPINION NO.OF RESPONDENTS PERCENTAGE

FATHER 32 80%
MOTHER 4 10%
FRIENDS 2 5%
OTHERS 2 5%
TOTAL 40 100
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.17

CHART SHOWING WHO MADE DECISION TO PURCHASE A BIKE
IN YOUR FAMILY

5% 5%
10%

80%

FATHER MOTHER FRIENDS OTHERS

INTERPRETATION

from table, it is found that out of the total sample 40 respondent using cb autos koyilandy,
80% peoples are says father,10% says mother and 5% peoples says friends and others.

27
 TABLE NO. 3.18
TABLE SHOWING PRICE OF YOUR ROYAL ENFIELD BIKE
OPINION NO.OF RESPONDENTS PERCENTAGE

HIGH 24 60%

REASONABLE 6 15%

MEDIUM 6 15%

LOW 4 10%

TOTAL 40 100
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.18

CHART SHOWING PRICE OF YOUR ROYAL ENFIELD BIKE
70%
60%

60%

50%

40%

30%

20% 15 %
15%
10%
10%

0%
HIGH REASONABLE MEDIUM LOW

INTERPRETATION

from table, it is found that out of the total sample 40 respondents using cb autos
koyilandy, 60% peoples are give high, 15% says medium, 15% says reasonable and 10% says
low

28
 TABLE NO. 3.19
TABLE SHOWING DO YOU RECOMMEND THIS MODEL OR
OTHERS
OBSERVATION NO. OF RESPONDENTS OBSERVATION

YES 30 75%

NO 10 25%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.19

CHART SHOWING CUSTOMER CONTINUE USING PRODUCT OF
KASAVUKENDRA

25%

75.00%

YES NO

INTERPRETATION

from table, it is found that out of the total sample of 40 respondents using cb autos
koyilandy,75% people says yes and 25% people says no.

29
 TABLE NO. 3.20
TABLE SHOWING GENERAL PERCEPTION ABOUT ROYAL
ENFIELD
OBSERVATION NO. OF RESPONDENTS OBSERVATION

VERY GOOD 14 35%

GOOD 18 45%

AVERAGE 6 15%

BAD 2 5%

TOTAL 40 100%
(SOURCE:QUESTIONNAIRE)

CHART NO. 3.20

CHART SHOWING GENERAL PERCEPTION ABOUT ROYAL
ENFIELD
50% 45%
45%
40%
35%
35%
30%
25%
20%
15%
15%
10%
5%
5%
0%
VERY GOOD GOOD AVERAGE BAD

Series 2 Column1

INTERPRETATION

from table, majority of respondants 45% are said good,35% said very good,15%
average,5% said bad.

30
 4.1 FINDINGS

• It is inferred that most of the Royal Enfield users are youth, only few adults are used and aged
people do not prefer the Royal Enfield bike.

• It is inferred that majority males are customers of Royal Enfield bike and only some females
are using it.

• Most of the respondents are students.

• Most of the respondents income are in between 20000-30000.

• Most of 40% of respondents preferred standard 350 bike.

• Most of 40% users are interested to buy the Royal Enfield bikes because of its riding comfort.

• Most of the respondents come to know about Royal Enfield through friends and relatives.

• Most of the respondents feel that the price of Royal Enfield is affordable.

• It is inferred that most of the respondents are using this bike for daily basis, after that users
use the bike for city touring. Very less are using this Royal Enfield bike for off-road and stunt
/Race purpose.

• It is inferred that large number of respondents are satisfied about its fuel efficiency.

• Almost all respondents are comfortable with the riding position.

• Half of the users are satisfied with the resale value of Royal Enfield bike .

• Most of the respondents prefer their bikes to be serviced from CB Auto mative

• Majority of users afforded the service charge.

• It is inferred that majority of the respondents are of the opinion that Royal Enfield bikes are
suitable for long rides.

31
 4.2 SUGGESTION

• Royal Enfield so far appeal and attract males more than females, steps should be taken

to attract females too towards the bikes and encourage them to see Royal Enfield as a suitable

option for them.

• The bikes recently introduced by Royal Enfield are mostly concerned about youth, so

many suggested they should also consider the middle age people while manufacturing.

• Some of the respondents feel that they can improve the after sales services of Royal

Enfield bikes. So it will be helpful and easy for the customers.

• There should also be better communication and connection between various service
centers and dealers in the area for better availability of spare parts and faster services.

• The delivering facility of Royal Enfield needs to be developed, as there is a huge lag
(waiting period of a month minimum) to get the bike after ordering. This alone has led to people
preferring other brands over Royal Enfield.

• Some respondents are not satisfied with the level of quality and finishing shown on the
bikes, this aspect has to be looked into by the company and necessary steps should be taken.

• The service level offered by various service centers are way below average and this
affects the satisfaction level of the customers, the company should take necessary steps to
ensure every service centers are up to standard and the customers are satisfied with the service
received.

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 4.3 CONCLUSIONS

This project helps to know about the customer satisfaction towards ‘Royal Enfield bikes’.
Majority of the customers are satisfied with the riding comfort and performance of Royal
Enfield. The customers of Royal Enfield are satisfied with the product. Most preferred model
of Royal Enfield is CLASSIC 350. Most of the customers are satisfied with the fuel efficiency
of Royal Enfield. Majority of the customers are male, youths and they use Royal Enfield mainly
for daily uses and city touring.

Customers are satisfied with the affordability of service charges and timely
delivery. Majority of the respondents are satisfied with the overall performance and the do
recommend Royal Enfield Bikes to others. From this project it is identified that, most of the
customers are satisfied with the Royal Enfield bikes.

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APPENDIX

34
 QUESTIONNAIRE

NAME:

1. Age:

2. Gender:
Male
Female

3. Occupation:
Students Government service
Professional Others

4. Annual income:
Below 50000 50000-100000
100000-150000 Above 150000

5. Which type royal enfield bike you won?

Classic Standard
Himalayan Thunderbird

6. How long you have been using the Royal Enfield Classic bike ?

Less than 6 month 6 month to 1 year

1 to 2 year Above 2 year
7. Purchasing way of customer?

Cash loan

8. How do you feel on Royal Enfield classic bike?

Highly satisfied Satisfied

Natural Dissatisfied

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9. How did you come to know about Royal Enfield Classic bike?

Newspaper Magazines
Tv ads Friends or family

9. What attract or promoted to buy Royal Enfield among all other brands?
Brand Service
Price Mileage

10. Are you able to immediate response for the complaints registered ?
Yes No

11. Are you satisfied with the fuel efficiency on your bike?

Highly satisfied Satisfied

Natural Dissatisfied

12. For what purpose do you use your bike

Office Family
Long drive Offroad

13. Are you comfortable with the riding position ?

Yes No

14. Do you feel that service charges or repair charges are affordable?

Yes No

15. Do you get in time delivery of your bike after servicing?

Yes No

16. Who made the decision to purchase a bike in your family?

Father Mother
Friends Others

17. Price of your Royal Enfield bike?

High Reasonable

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 Medium Low

18. Do you recommend this model?

Yes No

19. Your general perception about Royal Enfield?

Very good Good

Average Bad

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BIBLIOGRAPHY

38
 BIBLIOGRAPHY

BOOKS

• PHILIP KOTLER,2003 MARKETING MANAGEMENT AND PERSON

EDUCATION INC,NEW DELHI
• ARUN KUMAR AND N MEENAKSHI,2007 MARKETING MANAGEMENT
• PHILIP KOTLER AND ARMSTRONG GARY,2003 PRICIPLE OF MARKETING

WEBSITES
www.royalenfield.com
www.wikipedia.org
www.enfieldmotorcycles.com
www.slideshare.com
www.googlebooks.com

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