Royal-Enfield-Project-Report ARSH

lOMoAR cPSD| 41407930
MINOR PROJECT REPORT

A CASE STUDY OF CUSTOMER SATISFACTION OF
ROYAL ENFIELD BIKES
Submitted To : Ms JASPREET KAUR Submitted By:
ARSHDEEP
SINGH
Roll No: 35690201723
BACHELOR OF BUSINESS
ADMINISTRATION
SESSION:- 2023-2026
2nd semester
SRI GURU TEGH BAHADUR INSTITUTE OF MANAGEMENT

INFORMATION TECHNOLOGY
(Affiliated to Guru Gobind Indraprastha University)
CERTIFICATE
This is to certify that the project titled “CUSTOMER SATISFACTION OF ROYAL
ENFIELD BIKES” has been accomplished by ARSHDEEP SINGH under my
guidance and supervision.
The project is being submitted by him in partial fulfilment of requirements forthe

paper of the Bachelors of Business Administration degree in Business
management from University.
This work has not been submitted by him anywhere else for the award of any
degree or diploma. All sources of information and help have been duly
mentioned and acknowledged.
Signature of guide
Ms.JASPREET KAUR
Signature of scholar
ARSHDEEP SINGH
ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was so fortunate to

get support from a large number of people to whom I shall always be grateful. I
would like to record my gratitude to “Royal Enfield’ for allowing me to
understand this project.
I would also like to thank my faculty member, Ms.JASPREET KAUR, Associate

Professor, SGTBIM&IT, for her guidance, precious time and support that she
offered.
Last but not the least, I would also like to thank all the respondents for giving
me their precious time and relevant information and experience that I required
towards fulfillment of this project.
Signature of HOD
INDERPREET KAUR
Signature of scholar
ARSHDEEP SINGH
TABLE OF CONTENT
S.NO. CONTENTS
1 Chapter 1 Introduction
2 Chapter 2 Review of Literature
3 Chapter 3 Research Methodology
4 Chapter 4 Data Reduction
5 Chapter 5 Summary&Conclusion
6 Bibliography
CHAPTER 1
INTRODUCTION
OBJECTIVES OF THE STUDY
1. To understand the reasons for purchasing Royal Enfield bikes.
2. To know about the experience after purchase relating various parameters (Service,
bike performance, mileage etc.).
3. To ascertain the barriers to purchasing a Bullet for a prospective customer.
4. To ascertain the factors that affects the choice of a Bullet as a motorcycle for common
man.
5. To determine the customer’s satisfaction regarding bikes and after sales service
SCOPE OF THE STUDY
This study includes Customer’s response and awareness towards the brand, products and
services of Royal Enfield. The results are limited by the sample size 75 numbers and
therefore the opinion of only selected customers is taken into consideration. Mainly this study
is conducted in Delhi and the scope is limited.
OPERATIONAL DEFINITIONS
1. Customer- A customer
(also known as a client,
buyer, or purchaser) is
usually used to refer to
a current or potential
buyer or user of the
products of an
individual or
organization, called the
supplier, seller, or
vendor.
2. Customer Satisfaction-
A business term, is a
measure of how
products and services
supplied by a company
meet or surpass
customer expectation.
Customer satisfaction is
defined as "the number
of customers, or
percentage of total
customers, whose
reported experience
with a firm, its
products, or its services
(ratings) exceeds
specified satisfaction
goals."
3. Respondents- A person
who replies to
something, esp. one
supplying information
for a survey or
questionnaire or
responding to an
advertisement.
4. Objective- An end that
can be reasonably
achieved within an
expected timeframe and
with available
resources.
5. Bike- A motor vehicle with two

wheels and a strong frame.
6. Buying- To acquire in exchange

for money or its equivalent
purchase.
TOOLS OF DATA COLLECTION
The information relevant for study was drawn from Primary data collected through survey
method, which alone was not sufficient. Hence Secondary data was collected to study
successfully.
• Primary data- In order to find out customer satisfaction regarding bikes of Royal
Enfield Primary Data was collected by personally visiting the dealerships and
showrooms. With the help of a well laid questionnaire, I took the feedback from the
customers who were coming for the services of their bikes at the dealerships. As well
as I contacted some of the customers through telex calling by taking the data about the
customers from the customer data register of the dealership. I interviewed them and
discussed with the showroom staff as well as with the employees at Royal Enfield
which helped me to prepare the research Report.
• Secondary data- The Secondary Data collection involved internet search, browsing
magazines, newspapers and articles and papers related to the two wheeler industry in
India. Numerous Journals and books related to the topic were also browsed to
understand the dynamics of the industry.

SAMPLE DESIGN
The research was carried out in various phases that constituted an approach of working
from whole to part. It included subsequent phases trying to go deeper into the user’s psyche
and develop a thorough understanding of what the user looks for while buying a bike. In
order to get a perspective from non-Bullet riders as to what are the reasons for not choosing a
Bullet, I administered the same questionnaire to riders who used other motorcycles keeping in
mind the time and cost constraints. For the customer satisfaction study a sample of 75 persons
was chosen from the in Delhi. The sample was judgmental and methodology was convenient
random sampling.
Size of Sample 75
Sampling technique Convenient Random Sampling
method
Location from which samples were Delhi
taken
Plan of analysis
• Raw Primary data has been collected with help of questionnaire. The raw data has
been tabulated with the help of table. From the tables, concept, analysis and
inferences are drawn which in turn was used for interpretation. Based on, these charts
were prepared to better pictorial understanding of the study.
• From the set of inferences and interpretation, conclusion have been drawn which is
followed by suggestions, keeping the objectives in mind through out the study.
Limitations of the research
• The time limit is very less for the concerned research.
• This research is geographically restricted to Delhi city only. Hence the result cannot
be extrapolated to other places.
• The study is restricted only to the organized sector of two wheeler industry.
• Sample size was confined to 75 respondents keeping in view of time and cost
constraints.
• Findings are based on sample survey. The information executed by respondents may
or may not be true because some respondents may not be serious. However all
possible has been made to collect the information as authentically as possible.
All interview questions are undisguised or direct. Hence there is a scope for the respondents
to be biased or pretentious. This project has been taken up at the undergraduate level and the
knowledge and experience of the student is limited and hence may not be professional
enough
About customer satisfaction
“SATISFACTION” is an important element in the evaluation stage .Satisfaction refer to the
Buyer’s state of being adequately rewarded in a buying situation of the Sacrifice he has made.
Once the customers purchase & use the product they may be either satisfied or dissatisfied
Today's market is a highly competitive may then either be satisfy or purchase and use
situation for the sacrifice he has dissatisfied' market with respect to all of its prospects like
company could not sell their products at an attractive price and sales Promotion strategies.
Today's market is buyer oriented where the customer is considered the king. He has full
power to choose the desired product according to his needs and wants. His preference is most
important. Because of the huge comp survive in the market and earn profit. This is possible
only when the products manufactured edition, every manufacturer wants to are according to
the tastes and preferences of the customers and meet their expectations. Different Customers
have different perceptions because no two customers have similar wants and needs. Product
with good features may attract a good number of customers because good feature suits the
requirement of the customers. They make decisions based on their past experience and future
contingencies. Hence the company needs to analyse the customer perception, which helps
them in determining the various factors influencing consumer’s choice in buying.

Defining Customer Satisfaction
Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state
of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviours such as return and recommend rate. The level of
satisfaction can also vary depending on other factors the customer, such as other products
against which the customer can compare the organization's products. Work done by
Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered
SERVQUAL which provides the basis for the measurement of customer satisfaction with a
service by using the gap between the customer's expectation of performance and their
perceived experience of performance. This provides the researcher with the satisfaction ‘gap’
which is semi-quantitative in nature. Cronin and Taylor extended with a satisfaction "gap"
described by Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation) into a single measurement of performance relative to expectation. The usual
measures of customer satisfaction involve a survey with a set of statements using he usual a
Likert Technique or scale. The customer is asked to evaluate each statement in terms of their
perception and expectation of performance of the service being measured.
Too many companies rely on outdated and unreliable measures of customer satisfaction.
They watch sales volume. They listen to sales reps describing their customers' states of mind.
They track and count the frequency of complaints. And they watch aging accounts receivable
reports, recognizing that unhappy customers pay as late as possible -- if at all. While these
approaches are not completely without value, they are no substitute for a valid, well-designed
customer satisfaction survey program.
It's no surprise to find that market leaders differ from the rest of the industry in that they're
designed to hear the voice of the customer and achieve customer satisfaction. In these
companies:
• Marketing and sales employees are primarily responsible for designing (with customer
input) customer satisfaction surveying programs, questionnaires, and focus groups.
• Top management and marketing divisions champion the programs.
• Corporate evaluations include not only their own customer satisfaction ratings but also
those of their competitors.
• Satisfaction results are made available to all employees.
• Customers are informed about changes brought about as the direct result of listening to their
needs.
• Internal & External Quality Measure are often tied together
• A concentrated effort is made to relate the customer satisfaction measurement results to
internal process metric.
Because the concept of customer satisfaction is new, many companies, it’s important to be
clear on exactly what's meant by the term. Customer Satisfaction is the state of mind that
customers have about a company when their expectations have been met or exceeded over the
lifetime of the product or service, The achievement of customer satisfaction leads to company
loyalty and product repurchase. There are some important implications of this definition:
• Because customer satisfaction is a subjective, non-quantitative state, measurement won't be
exact and will require sampling and statistical analysis.
• Customer satisfaction measurement must be undertaken with an understanding of gap
between customer expectations and attribute performance perceptions.
• There is a connection between customer satisfaction measurement and bottom- line Results.
CHAPTER 2
REVIEW OF LITERATURE
PREFACE
Royal Enfield one of the popular brand and highest selling bike in India and outside India
(USA, Europe, Australia etc.). Royal Enfield motorcycles had been sold in India from 1949.
In 1955, the Indian government looked for a suitable motorcycle for its police and army, for
use patrolling the country's border. As far as the motorcycle brand goes, though, it would
appear that Royal Enfield is the only motorcycle brand to span three centuries, and still
going, with continuous production. Product range has widened and the customer has evolved.
HISTORY OF THE COMPANY
Mid-19th century England The firm of George Townsend & Co. opened its doors in the tiny
village of Hunt End, near the Worcestershire town of Redditch. The firm was specialized in
sewing needles and machine parts. In the first flush of enterprise, flitting from one
opportunity to another, they chanced upon the pedal-cycle trade. Little did they know then
that it was the beginning of the making of a legend. Soon, George Townsend & Co. was
manufacturing its own brand of bicycles. And in 1893 its products began to sport the name
‘Enfield’ under the entity Enfield Manufacturing Company Limited with the trademark
‘Made like a Gun’. The marquee was born.
INDUSTRY Motorcycles, Lawnmowers
SUCCESSOR Royal Enfield Motors (formerly Enfield of
India) FOUNDED 1893, as Enfield Manufacturing Co. Ltd.
DEFUNCT 1971
HEADQUARTERS Redditch, Worcestershire, England
KEY PEOPLE Founders Albert Eadie and Robert Walker Smith
PRODUCTS Royal Enfield Clipper, Crusader, Bullet,
Interceptor.
THE BEGINNIG OF ROYAL ENFIELD
(1851 – 1890)
Hunt End, England was a village of several small mills
manufacturing needles and fish-hooks. It was here in
1851 that George Townsend put up his needle-making
mill, which he named Givry Works. But it wasn’t until
his passing away that his son, George Jr. and his half-brother brought into Givry Works one
of the first 'boneshakers' – a crude cycle. It had a backbone of iron, with wooden wheels, iron
tires and pedals of triangular pieces of wood! Though the bike was a source of some
amusement, George and his team felt they could easily improve on it. The earliest modern
safety bicycle with two wheels of equal size had appeared in about 1880. All manufacturers
were trying their hand at this new venture. So was George Townsend Jr. By luck, he chanced
upon an invention in his neighbourhood – a saddle that only used one length of wire in the
two springs and in the framework. This was adopted, patented and marketed as the
'Townsend Cyclists Saddle & Spring'. He had entered the bicycle parts trade!
From bicycle parts, Townsend slowly moved on to producing bicycles himself. He was also
supplying a wide range of parts to other manufacturers - Givry Works was growing rapidly.
Over the next three years he developed his own range of over two-dozen machines. Each
machine, known locally as the 'Townsend cycle' was reputed for its sturdy frame, a character
that all Enfield bikes would follow.
The First Four Stroke Engine
1924 The First Four-stroke-The interwar year was a
period when the sidecar reached its zenith. In July 1925,
the Royal Enfield V-Twin-engine Dairyman’s Outfit
took part in the ACU Six Days’ Trial for Commercial
Sidecars and obtained a Special Certificate of Merit for
completing an arduous course without loss of marks. The
year 1924 saw the launch of the first Enfield four-stroke 350cc single using a JAP engine.
ESTABLISHING BULLET (1931 - 1940)
1933 The Bullet Arrives-In 1931 a four-valve, single- cylinder was introduced, and christened
'Bullet' in 1932. It had an inclined engine and an exposed valve gear. It was then that the first use was
made of the now famous Bullet
name. Longer stroke, four-valve head exposed valves and heavily finned crank case were the
features that ran from 1932 until the end of 1934.
1940 The Second World War-The most well known offering for the Second World
War was no doubt the ‘Flying Flea’. Also known as the ‘Airborne’, this
lightweight 125cc bike was capable of being dropped by parachute with
airborne troupes. The Flea was fitted into a steel tubular cage called the ‘Bird
Cage’, which had a parachute attached to it. The cage aided in packing turning
handlebars easily.
1933 The Bullet Arrives-In 1931 a four-valve, single-cylinder was introduced, and
christened 'Bullet' in 1932. It had an inclined engine and an exposed valve gear.
It was then that the first use was made of the now famous Bullet name. Longer
stroke, four-valve head exposed valves and heavily finned crank case were the
features that ran from 1932 until the end of 1934.
1949 The Indian Debut
In 1949, the 350cc Bullet was launched in India, when
Madras Motors won an order from the Indian Army for the supply of motorcycles. It was the
beginning of the reign of the Bullet in the subcontinent. The Madras Motor Company started
off by receiving the Bullet in kits and simply assembling them. Then they began making the
frames. After this Enfield started sending the engine in parts to be assembled in India.
Eventually they were also manufacturing the engines, which meant that they were making the
complete bike. For the next thirty years, the design of their bike remained unchanged! In
1950, several models were introduced: the 650cc Meteor twin; a 250cc Clipper; a short stroke
250cc Crusader; 250cc Trials; Super 5; Continental; 500 Sports Twin; Super Meteor;
Constellation and the Interceptor.
1955-Enfield in Madras…The Indian Army, the sole reason
why the Bullet was brought to India in the first place, insisted
that they would continue doing business with Madras Motors
only if the Bullet was produced indigenously. The Enfield India
Bullet of the late fifties was quite a different motorcycle from the one we are used to today.
Using the famed Lucas Magdyno ignition system, the 1955 Bullet was almost a clone of the
52 Redditch Bullet. The frame, electric tin ware and rolling chassis, however, were to
undergo many changes over the next ten years, with the Bullet slowly evolving into the
familiar form we know and love today.
By 1970, Enfield India was a company established in its own right, and with a production line
going full steam, the need for collaboration with Enfield of the UK and Villiers of the UK
was no longer seen. But the Bullet flew true and strong. A number of changes had already
been made to the tin ware on the Bullet. Mudguard design took on different forms, taking into
account the wet, slushy and messy road conditions during the Indian monsoon. The Magdyno
also gave way to the alternator ‘Delco’ ignition system. And front and rear hubs were
designed to provide more efficient cooling for Indian conditions, and thus improve braking
performance.
ENFIELD BECOMES ROYAL ENFIELD (1991 - 2000)
1990 Heavy Fuel-The 1990's saw many revolutionary models from the company. The Taurus
Diesel was the first production Diesel motorcycle in the world.
1993 Bullet 500-The Bullet 500 was launched in June this
year. It went on to become the most coveted model.
Army's stunt riders break record- ARMY PERSONNEL IN BANGALORE
SET RECORD OF CARRYING 48 PERSONS ON ONE BIKE
Indian Army personnel broke a world record by being the only
team in the world to cross a staggering distance of 1000 meters

carrying 48 persons on a single moving 500 cc Royal Enfield motorcycle. 'Tornadoes', the
motorcycle display team of Army Service Corps today broke two world records by being the
only team to achieve a staggering distance of 1100 meters with 54 persons on a single bike.
They broke the record of Corps of Military Police who carried 48 persons on a single moving
500 CC motorcycle here recently. The team while exhibiting extraordinary skill, courage,
endurance and mental strength, entered the annals of record books by performing this breath-
taking feat on a 500 CC Royal Enfield motorcycle at the Runway of Air Force Station
Yelahanka in the presence of a large number of military and civil dignitaries. The 'Tornadoes'
was raised in 1982 after having given a stupendous display of daredevilry in the 1982 Asian
Games. "Since then the men of the Tornadoes Team by their sheer grit, determination and
spirit of adventure have created a niche for themselves by rewriting various records," the
release said. The team at one point of time had achieved the distinction of holding seven
world and national records of varying degrees of complexity and fortitude, it said.
COMPANY PROFILE
1994 Eicher acquires Enfield-
In March the ailing company got a new lease of life when
Eicher group acquired Enfield India Company. The company
name changed to Royal Enfield Motors Limited.
Royal Enfield is the makers of the famous Bullet brand in India. Established in 1955, Royal
Enfield (India) is among the oldest bike companies. 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. It started in India for the Indian
Army 350cc bikes were imported in kits from the UK and assembled in Chennai. After a few
years, on the insistence of Pandit Jawaharlal Nehru, the company started producing the bikes
in India and added the 500cc Bullet to its line. Within no time, Bullet became popular in
India.
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. In 1990, Royal Enfield ventured into collaboration
with the Eicher Group, a leading automotive group in India, in 1990, and merged with it in
1994. Apart from bikes, Eicher Group is involved in the production and sales of Tractors,
Commercial Vehicles, and Automotive Gears. Royal Enfield made continuously
incorporating new technology and systems in its bikes. In 1996, when the Government of
India imposed stringent norms for emission, Royal Enfield was the first motorcycle
manufacturer to comply. It was among the few companies in India to obtain the WVTA
(Whole Vehicle Type Approval) for meeting the European Community norms. Today, Royal
Enfield is considered the oldest motorcycle model in the world still in production and Bullet
is the longest production run model.
2010 Awards
The New Year saw the dawn of India's most prominent automotive show, the Auto
Expo 2010. Held between January 5th and 11th at the Pragati Maidan in New Delhi, the event
saw more than 400 global brands showcasing new technology, products and show-off
concepts.
Royal Enfield was also a part of the event, displaying the recently launched Royal Enfield
Classic 500 EFI and the Royal Enfield Classic 350. The main stays of the Royal Enfield
display were the soon to be launched variants of the Classic - the Royal Enfield Classic
Chrome and the Royal Enfield Classic Battle Green.
The Expo turned out to be a rather rewarding experience for Royal Enfield with the Royal
Enfield Classic and the Marketing team picking up as many as five awards.
Awards 2010:
- Apollo Auto India Awards 2010: Best Brand
- Zigwheels.com Viewers Choice Bike of the Year 2009
- Zigwheels.com Bike of the Year above 251cc
- NDTV Profit Car & Bike Awards 2010: Motorcycle of the Year above 250 cc.
- NDTV Profit Car & Bike awards 2010: Best PR Communications Team.
ROYAL ENFIELD (2001 - 2011)

2001-The Dare Devils, the motorcycle display team of the Corps of Signals, Jabalpur forms
a Human Pyramid of 201 men on 10 Enfield 350cc bikes and rides a distance of more than
200 meters.
2002- India’s first Cruiser – The THUNDERBIRD’- is
launched BBC Wheels awards it ‘The Best Cruiser 2002’
title. The Bullet Machismo enters commercial production.
Dan Holmes and Johnny Szoldrak won the National Road
Race Championship (60’s Class) on a Bullet.

2003
The first ‘RIDER MANIA’ gets together is held in Goa.
REDS are formed in Pune. The Bullet enters the Automotive
‘Hall of Pride’ at the ICICI Overdrive awards.1000 Riders
descend on Redditch for the Royal Enfield Owners Club 25th Anniversary.
Royal Enfield is one of the top ten 125-500 cc brands in UK.
2004-The 2004 Bullet Electra is launched.
The retro styled Bullet Machismo is rated ‘No.1Cruiser’ in
TNS Auto car survey.The Bullet Electra International with
a lean-burn engine is launched in the UK.34 men ride
simultaneously on a Bullet, setting a new world record.
2005
Royal Enfield India Celebrates 50 glorious years of
motorcycling and unveils a blueprint for the future.
The 2005 Bullet Electra features a revolutionary 5-
Speed left side gear shift that makes the marquee more accessible to motorcyclists.
The Legend rides on…
Downloaded by Jasleen Kaur (jasleen241k@gmail.com)

2006
Royal Enfield develops a fully integrated Twin Spark, 5-Speed
engine that delivers a dramatic increase in performance and
efficiency. The new engine will power all domestic and
International models from 2007 onwards.
2007
Royal Enfield launches the all new limited
edition Machismo 500LB with customized
accessories.
The legendary Bullet 350 needs no introduction. Now
Bullet 350 is with all new UCE engine. This classic machine has kept place with advances in
engineering and ergonomics without diluting its impeccable pedigree.
A long wheel base and bigger tires provide increased stability and road grip, making it ideal
for long distance travel. Its aristocratic black & gold livery and thumping engine beat remind
passers-by that they are in the presence of automotive royalty.
2008
The Thunderbird Twins Park will be the first model to
feature Royal Enfield’s revolutionary Unit Construction
Engine. All the well-loved features of the Thunderbird
have been retained and enhanced in some cases. Also, the twin benefit of improved

performance and engine efficiency makes this motorcycle hard to beat in terms of pure riding
pleasure and visual delight. The evolutionary mix of old and new features in this motorcycle
will surely delight its owners.
2009
The smaller twin of the Classic 500, the
Classic 350 will hold its own against any
other motorcycle and then pull some more.
The Classic 350 shares its power plant with
the Legendary Thunderbird. The torque to flatten mountains and the fuel efficiency to cross
entire ranges comes in the same understated yet charming styling. This is a motorcycle that
does not need to shout to be heard. Born of a rich heritage and bred with Royal Elegance this
350cc thumper has all the qualities of a typical Royal Enfield. Appreciated then, appreciated
now...
Why ride a lesser bike. Nothing more to be said.
The Classic 500 comes to India. Armed with a
potent fuel injected 500cc engine and clothed
in a disarmingly appealing most coveted
Royal Enfield in history. For those who want
it all. The power, the fuel efficiency, the
reliability and simple, yet drop dead gorgeous classic styling. The classic turns heads not
because it wants to but because it can’t help it. You will appreciate the beat not just for the

music it creates but also for the muted feeling of strength and power that it signifies. The
view is simply better when you are astride a Royal Enfield Classic 500 – whether moving or
still. Nothing more to be said.
500CC BULLET LAUNCHED IN 2011
Royal Enfield 500cc Desert Storm – New Powerful Enticing Bullet! 2011
Royal Enfield is one of the leading bullet
manufacturer has introduced a new colour
for the Classic 500cc called Desert Storm.
The company had recently unveiled the
desert storm colour on the Classic. The new desert storm colour will be having sandy beige
with matte touch finish. The price tag of new Royal Enfield 500cc Desert Storm Bullet will
be around Rs.1.5 lacs (Only Rs.2000 ~ Rs.4000 Price add-on is expected) which does not
seem pricey considering the trust Royal Enfield has generated over the years. This powerful
bike is likely to generate a top notch power of 27.2 Bhp and a high torque of 41.3 Nm. It
comes in 5 speed gear box. The launch of the classic 500cc Desert Storm is expected pretty
soon. Though, one thing remains undisclosed that if Royal Enfield will launch Classic Desert
Storm in a 350cc variant also.

Royal Enfield Classic Battle Green: This model
carries an olive-green garb, not unlike the colour of the Royal Enfield Bullet’s the Indian
Army Jawans ride. This “Battle Green” motorcycle was the cynosure of all the eyes at the
Royal Enfield Pavilion. This Classic UCE500 EFI Model will not make it to Indian markets
for now & will be exported to the USA in the coming months.
Royal Enfield Classic UCE500 EFI Chrome: Unlike the

Military Green colour model, you and I residing in India can buy this maroon and chrome
colour Royal Enfield Bullet Classic UCE500 EFI. This motorcycle model will be available in
showrooms around the world from the month of April 2010 and yes, that includes India. In
the US market, the Royal Enfield Bullet Classic UCE500 EFI will carry a price tag of $6000.
In India though, you can ride one home for about 1.4Lakhs

ROYAL ENFIELD THUNDERBIRD 500cc :
The Royal Enfield introduces Thunderbird 500 cc in 2013 variant of the Thunderbird. Fuel
injection, digital console, electronic fuel gauge, projector headlamps and 18-inch wheels.
Currently the flagship model of Royal Enfield India
ROYAL ENFIELD THUNDERBIRD 300cc :
The Royal Enfield introduces Thunder350 cc in 2013 variant of the Thunderbird. Digital
console, electronic fuel gauge, projector headlamps and 18-inch wheels. Currently the
flagship model of Royal Enfield India.
Royal Enfield Cafe Racer 535cc -
535 cc Variant of the Cafe Racer. Fuel injection, Digital console, electronic fuel gauge,
projector headlamps Twin downtube cradle frame, Paioli,Twin gas charged shock absorbers
with adjustable preload, 80mm travel.
It is also known as Continental GT

CHAPTER 3
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
The research will be carried out in various phases that constitute an approach of working
from whole to part. It includes subsequent phases trying to go deeper into the user’s psyche
and develop a thorough understanding of what a user looks for while buying a bike.
The first phase is completely internal where it is stormed over the most effective route of
action, considering that Bullet users in Delhi are more in number. The second phase is with
some of the seasoned bikers who have been using Bullets for some time now and are
generally known and respected amongst the Bullet community. The third phase is with some
respondents who will be interviewed with the help of questionnaire keeping in mind the time
and cost constraints.

CHAPTER 4
DATA
REDUCTION ,
PRESENTATION,
ANALYSIS
&
INTERPRETATION

ANALYSIS OF DATA & ITS INTERPRETATION
TABLE No.1
TABLE SHOWING-THE MODEL OF THE ROYAL ENFIELD THE

RESPONDENTS PRESENTLY OWN
MODEL NO. OF PERCENTAGE
RESPONDENTS
BULLET 500 11 14%
THUNDER BIRD 7 10%
BULLET ELECTRA 15 20%
MACHISMO 500 6 8%
BULLET 350 16 21%
CLASSIC 500/350 17 23%
OTHERS 3 4%
TOTAL 75 100%
Analysis
From the above it is clear that 14% of the respondents own Bullet 500, 10% of them own
Thunder Bird, 20% of them own Bullet Electra, 8% of them own Machismo 500, 21% of
them own Bullet 350 and 23% of them own Classic 500/350.
Interpretation
It clearly shows that customers are not attracted to only one particular model due to the
variants available and because the Classic 500/350 are the newly released models they are
fast moving now.

GRAPH No.1
GRAPH SHOWING-THE MODEL OF THE ROYAL ENFIELD THE

RESPONDENTS PRESENTLY OWN
18
16
14
12
10
6
Bullet 500
4 Thunder Bird
Bullet Electra
Machismo 500
Bullet 350
2
Classic 500/350
0
Others
No. of Respondents

TABLE No.2
TABLE SHOWING- THE BREAKDOWN OF BIKES SINCE

PURCHASE OF VEHICLE
FREQUENCY OF NO. OF PERCENTAGE

BREAKDOWN RESPONDENTS
VERY OFTEN 8 10%
RARELY 19 26%
NOT AT ALL 48 64%
TOTAL 75 100%
Analysis
From the above table it is clear that 64% of the respondents say that there is no problems or
breakdown of their bikes after purchase, 26% say rarely their bikes get repaired and 10% of
respondents say their bikes breakdown very often.
Interpretation
The Royal Enfield bikes doesn’t breakdown at all and it is not problematic and not involved
into repair always.

GRAPH No.2
GRAPH SHOWING- THE BREAKDOWN OF BIKES SINCE

PURCHASE OF VEHICLE
70
64
60
50
40
Sales
30
26
20
10
10
0
Very often Rarely Not at all

TABLE No.3
TABLE SHOWING- THE SOURCE OF AWARENESS FOR

CUSTOMERS WHILE BUYING THEIR ROYAL ENFIELD BIKE
MEDIA NO. OF PERCENTAGE

RESPONDENTS
NEWSPAPERS 6 8%
MAGAZINES 24 32%
FRIENDS 11 14%
ROADSHOW 7 10%
TV ADDS 5 6%
WEBSITE/BLOGS 15 20%
SHOWROOM 7 10%
TOTAL 75 100%
Analysis
As we can see here the major promotional tool which is influencing the customers is
Magazines and Website which is around 32% and 20% respectively, after that the source of
awareness among customers is a mixed response where in 14% from friends, 10% each from
road shows and showroom, finally newspapers consists 8% and 6% from Television adds
which is very poor.
Interpretation
It clearly shows that Advertisements are rarely recalled and are highly ineffective amongst
non-Bullet riders. The Royal Enfield should concentrate on its advertising campaign to reach
the customers.

GRAPH No.3
GRAPH SHOWING- THE SOURCE OF AWARENESS FOR

CUSTOMERS WHILE BUYING THEIR ROYAL ENFIELD BIKE
35%
30%
25%
20%
15%
10%
5%
0% friends and
newspaper magazines roadshow tv adds website showroom
relations
Respondents 8% 32% 14% 10% 6% 20% 10%

TABLE No.4
TABLE SHOWING- THE RATING BY THE RESPONDENTS FOR

THEIR SATISFACTION LEVEL WITH RESPECT TO AFTER SALES
SERVICE
RATING NO. OF PERCENTAGE

RESPONDENTS
POOR 11 14%
AVERAGE 13 18%
GOOD 27 36%
EXCELLENT 24 32%
TOTAL 75 100%
Analysis
From the above table it is clear that 14% of the respondents rated very poor and they were not
at all satisfied, 18% of them rated average, 36% of them rated good and maximum number of
respondents i.e. 32% rated excellent and these respondents were very much satisfied with the
after sales service.
Interpretation
It is clear that majority of the respondents are satisfied with their after sales service and few
respondents are not at all satisfied. This shows Royal Enfield has a good satisfaction level
within the customers.

GRAPH No.4
GRAPH SHOWING- THE RATING BY THE RESPONDENTS FOR

THEIR SATISFACTION LEVEL WITH RESPECT TO AFTER SALES
SERVICE
30
27
25 24
20
15
13
11
10
0
Poor Average Good Excellent
No. of Respondents

TABLE No.5
TABLE SHOWING- THE RESPONDENTS OPINION OF THE MAJOR

BARRIER FOR NOT PURCHASING ROYAL ENFIELD BIKES BY
NON-BULLET RIDERS
PROBLEMS NO. OF PERCENTAGE

RESPONDENTS
HIGH MAINTENANCE 11 14%
POOR AFTER SALES 7 10%
SERVICE
HIGH PRICE 15 20%
LOW MILEAGE 8 10%
NOISY VEHICLE 3 4%
POOR PROMOTION 31 42%
TOTAL 75 100%
Analysis
Maximum number of people (42%) described that there is very poor promotion for the Royal
Enfield, 20% had an issue with the price range, third biggest problem was 14% of them felt
high maintenance was required for the bike, only 4% of them felt it was noisy vehicle and
while 10% of respondents each refrained because of the low mileage and the poor after sales
service of Bullet.
Interpretation
It is clear that People who choose not to buy Bullets do so because of low promotion, high
price and maintenance. So Royal Enfield should concentrate on their promotional campaigns
and make sure it reaches the common man.

GRAPH No.5
GRAPH SHOWING- THE RESPONDENTS OPINION OF THE MAJOR

BARRIER FOR NOT PURCHASING ROYAL ENFIELD BIKES BY
NON-BULLET RIDERS
45
42
40
35
30
25
Sales
20
20
15 14
10 10
10
5 4
0
High Poor afterHigh price Low mileage Noisy vehiclePoor
maintainence sales service Promotion

TABLE No.6
TABLE SHOWING- THE MILEAGE OF ROYAL ENFIELD AFTER

PURCHASE OF BIKE
MILEAGE NO. OF PERCENTAGE

RESPONDENTS
45km/lit & Above 5 6%
40-45 16 22%
35-40 26 34%
30-35 18 24%
Below 30 10 14%
TOTAL 75 100%
Analysis
From the above table it is clear that 56% of respondents gain mileage of 35-45km/lit which is
really good, 24% of them between 30-35km/lit, 14% below 30km/lit and 6% above 45km/lit.
Interpretation
It clearly shows that mileage of the Royal Enfield bikes is economical & mileage between 35
and 40 that too on Indian roads with heavy traffic is a great deal.

GRAPH No.6
GRAPH SHOWING-THE MILEAGE OF ROYAL ENFIELD AFTER

PURCHASE OF BIKE
30
25
20
15
10
0 45km/lt 40-45 35-40 30-35 Below 30

No. of Respondents 5 16 26 18 10

TABLE No.7
TABLE SHOWING- THE MAJOR PROBLEMS AFTER PURCHASING

ROYAL ENFIELD BIKE
PROBLEMS NO. OF PERCENTAGE

RESPONDENTS
HIGH MAINTENANCE 11 14%
POOR AFTER SALES 7 10%

SERVICE
HIGH PRICE 15 20%
LOW MILEAGE 8 10%
NOISY VEHICLE 3 4%
NO PROBLEM 31 42%
TOTAL 75 100%
Analysis
Maximum number of people (42%) described that there is no problem with the bike after
purchase, 20% had an issue with the price range, third biggest problem was 14% of them felt
high maintenance was required for the bike, only 4% of them felt it was noisy vehicle and
while 10% of respondents each refrained because of the low mileage and the poor after sales
service of Bullet.
Interpretation
The majority of the people who choose Royal Enfield as their bike doesn’t have any
problems or issues with their bike’s performance.

GRAPH No.7
GRAPH SHOWING-THE MAJOR PROBLEMS AFTER PURCHASING

ROYAL ENFIELD BIKE
45%
42%
40%
35%
30%
25%
20%
20%
15% 14% No. of Respondents
10% 10%
10%
5% 4%
0%

TABLE NO.8
TABLE SHOWING- THE RATING BY THE RESPONDENTS FOR

THEIR SATISFACTION LEVEL WITH RESPECT TO POWER AND
PICK UP
RATING NO. OF PERCENTAGE

RESPONDENTS
POOR 4 6%
AVERAGE 8 10%
GOOD 20 26%
EXCELLENT 43 58%
TOTAL 75 100%
Analysis
From the above table it is clear that 6% of the respondents rated very poor and they were not
at all satisfied, 10% of them rated average, 26% of them rated good and maximum number of
respondents i.e. 58% rated excellent and these respondents were very much satisfied with
their bikes power and pick up.
Interpretation
The respondents are satisfied with their bikes power and pick up. This shows Royal Enfield
has an excellent satisfaction level within the customer.

GRAPH No.8
GRAPH SHOWING- THE RATING BY THE RESPONDENTS FOR

THEIR SATISFACTION LEVEL WITH RESPECT TO POWER AND
PICK UP
50
45 43
40
35
30
25
20
20
15
10 8
4
5
0 No. of Respondents
Poor 4
Average 8
Good 20
Excellent 43

TABLE No.9
TABLE SHOWING- THE RESPONDENTS LEVEL OF SATISFACTION

ABOUT THE COMPANY
RESPONSE FOR NO. OF PERCENTAGE

SATISFACTION RESPONDENTS
YES 49 66%
NO 26 34%
TOTAL 75 100%
Analysis
The above table shows that 73% of the respondents accept that the company takes action
towards the complaints lodged by the customers and 27% disagree for the same. Also the
satisfaction level is 66% by the respondents and 34% are not satisfied.
Interpretation
Most of the respondents agree that the company takes action towards the complaints lodged
by the customers and also the satisfaction level of the customers is very high. This shows
Royal Enfield checks at the complaints registered by their customers on regular basis to
maintain its brand value.

GRAPH No.9
GRAPH SHOWING- THE RESPONDENTS OPINION AND LEVEL OF

SATISFACTION ABOUT THE COMPANY
Point of satisfaction
70 Yes, 66
60
50
40
No, 34
30
20
10
Yes No

CHAPTER 5
SUMMARY & CONCLUSION

FINDINGS
1. Customers are not attracted to only one particular model due to the variants available
and because the Classic 500/350 is the newly released models they are fast moving
now.
2. Advertisements are rarely recalled and are highly ineffective amongst non-Bullet
riders. The Royal Enfield should concentrate on its advertising campaign to reach the
customers.
3. It clearly shows that mileage of the Royal Enfield bikes is economical & mileage
between 35 and 40 that too on Indian roads with heavy traffic is a great deal.
4. Majority of the people who choose Royal Enfield as their bike doesn’t have any
problems or issues with their bike’s performance.
5. Majority of the respondents are satisfied with their bikes power and pick up. This
shows Royal Enfield has an excellent satisfaction level within the customer
6. Most of the respondents agree that the company takes action towards the complaints
lodged by the customers and also the satisfaction level of the customers is very high.
This shows Royal Enfield checks at the complaints registered by their customers on
regular basis to maintain its brand value.

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 behaviour 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 and
recently launched Classic Desert Storm, Battle Military, and Classic Chrome 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.
The 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.

SUGGESTIONS
• Aggressive selling- The Company should follow an aggressive selling concept. A
non-aggressive selling concept which is clearly visible in its advertising campaign
which does not hit on the customer rather aims to provide information in a subtle
manner.
• Promotional campaign- The Royal Enfield ads seen on electronic and print media are
absolutely out of touch with the Indian culture and thought process. An Indian
consumer irrespective of their income level has a soft corner for traditions and culture
of India. Hence, all companies including market leaders like Hero Honda and Bajaj
capitalize on this behaviour of customers and design their ad campaigns keeping India
in mind.
• Weak follow up from dealerships- It was observed during the study that Royal Enfield
was quite weak in following up with prospective customers.
• Measures should be taken to improve its dealership- Showrooms are very small in
size and do not reflect the quality and scale of Royal Enfield in the market.
• Should improve the after sales service- During the survey it was found that Royal
Enfield is not satisfying all their customers in after sales services, employees at
dealership sometimes use harsh words and become rude to the customers, parts of the
bike are not easily available in the market. This is the major drawback in capturing the
market share so Royal Enfield should take some better steps to satisfy and retain their
customers.
• Increase in customer query response- During the study it was found that dealers are
not satisfying the queries of customers and so suggested to increase customer query
response by dealers.

• Youth oriented promotion- Company should focus more on younger generation as it
can increase sales and market share in Delhi.
• Purchasing way of customers- Customers 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 and EMI’s.
• Marketing communication- It should focus on satisfying the needs for Respect,
Power, Safety and Comfort.
• Brand ambassador- A non-flamboyant well-built brand ambassador may be chosen to
represent the Brand. It is necessary for Royal Enfield to have a brand ambassador
from India to connect with the Indian customer.
• Build iconic status- Royal Enfield should concentrate on building around the iconic
status it already enjoys if it plans to attract customers migrating to other
manufacturers.

BIBLIOGRAPHY
Magazines Referred
• “HIMALAYAN ODYSSEY”, 4th Edition, 2011, published by Royal Enfield.
• “The BEAT”, 6th Edition-July, September 2011, published by Royal Enfield
Magazine.
• “Royal Enfield Ride Calendar”, 2011, published by Royal Enfield Magazine.
Websites Referred
• www.royalenfield.com
• www.wikipedia.org
• www.enfieldmotorcycles.com



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lOMoAR cPSD| 41407930

MINOR PROJECT REPORT

Submitted To : Ms JASPREET KAUR Submitted By:

Roll No: 35690201723

SRI GURU TEGH BAHADUR INSTITUTE OF MANAGEMENT

The project is being submitted by him in partial fulfilment of requirements forthe

Preparing a project of this nature is an arduous task and I was so fortunate to

I would also like to thank my faculty member, Ms.JASPREET KAUR, Associate

2 Chapter 2 Review of Literature

3 Chapter 3 Research Methodology

4 Chapter 4 Data Reduction

OBJECTIVES OF THE STUDY

1. To understand the reasons for purchasing Royal Enfield bikes.

bike performance, mileage etc.).

3. To ascertain the barriers to purchasing a Bullet for a prospective customer.

SCOPE OF THE STUDY

is conducted in Delhi and the scope is limited.

(also known as a client,

usually used to refer to

buyer or user of the

organization, called the

products and services

defined as "the number

with a firm, its

products, or its services

something, esp. one

4. Objective- An end that

expected timeframe and

5. Bike- A motor vehicle with two

6. Buying- To acquire in exchange

TOOLS OF DATA COLLECTION

which helped me to prepare the research Report.

understand the dynamics of the industry.

Sampling technique Convenient Random Sampling

Location from which samples were Delhi

were prepared to better pictorial understanding of the study.

Limitations of the research

• The time limit is very less for the concerned research.

be extrapolated to other places.

possible has been made to collect the information as authentically as possible.

About customer satisfaction

“SATISFACTION” is an important element in the evaluation stage .Satisfaction refer to the

them in determining the various factors influencing consumer’s choice in buying.

Defining Customer Satisfaction

of satisfaction depends on a number of both psychological and physical variables which

expectation) into a single measurement of performance relative to expectation. The usual

perception and expectation of performance of the service being measured.

customer satisfaction survey program.

input) customer satisfaction surveying programs, questionnaires, and focus groups.

• Top management and marketing divisions champion the programs.

those of their competitors.

• Satisfaction results are made available to all employees.

• Internal & External Quality Measure are often tied together

• A concentrated effort is made to relate the customer satisfaction measurement results to

internal process metric.

• Because customer satisfaction is a subjective, non-quantitative state, measurement won't be

exact and will require sampling and statistical analysis.

• Customer satisfaction measurement must be undertaken with an understanding of gap

between customer expectations and attribute performance perceptions.

HISTORY OF THE COMPANY

‘Made like a Gun’. The marquee was born.

INDUSTRY Motorcycles, Lawnmowers

SUCCESSOR Royal Enfield Motors (formerly Enfield of