“A Study on Customer Satisfaction towards ROYAL ENFIELD

BIKES”

• Submitted By:
• Abdullah Jamal
Submitted
Submitted to
to :: Ishvinder
Ishvinder Singh
Singh Ahuwalia
Ahuwalia
• Rahul Bose
• Sachin Patel
• Saransh Singh
• Sunny Anand
 OBJECTIVES OF THE STUDY

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

2. To
2. To know
know about
about the
the experience
experience after
after purchase
purchase relating
relating various
various parameters
parameters (Service,
(Service, bike
bike performance,
performance, mileage
mileage etc).
etc).

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

4. To
4. To ascertain
ascertain the
the factors
factors that
that affects
affects the
the choice
choice of
of aa Bullet
Bullet as
as aa motorcycle
motorcycle for
for common
common man.
man.

5. To
5. To propose
propose an
an effective
effective Promotional
Promotional campaign
campaign plan
plan for
for brand
brand Royal
Royal Enfield.
Enfield.

6. To
6. To determine
determine the
the customer’s
customer’s satisfaction
satisfaction regarding
regarding bikes
bikes and
and after
after sales
sales service.
service.
 SCOPE
SCOPE OF
OF THE
THE STUDY
STUDY

This
This study
study includes
includes Customer’s
Customer’s response
response and
and awareness
awareness towards
towards the
the brand,
brand, products
products and
and services
services of
of Royal
Royal

Enfield.
Enfield. The
The results
results are
are limited
limited by
by the
the sample
sample size
size 75
75 numbers
numbers and
and therefore
therefore the
the opinion
opinion of
of only
only selected
selected

customers
customers is
is taken
taken into
into consideration.
consideration. Mainly
Mainly this
this study
study is
is conducted
conducted in
in Bangalore
Bangalore and
and the
the scope
scope is
is limited.
limited.
 RESEARCH
RESEARCH METHODOLOGY
METHODOLOGY

The
The research
research will
will be
be carried
carried out
out in
in various
various phases
phases that
that constitute
constitute an
an approach
approach of
of working
working from
from whole
whole to
to part.
part.

1.
1. The
The first
first phase
phase is
is completely
completely internal
internal where
where itit is
is stormed
stormed over
over the
the most
most effective
effective route
route of
of action,
action, considering
considering that
that Bullet
Bullet users
users in
in

Selaqui
Selaqui are
are more
more in
in number.
number.

2. The
2. The second
second phase
phase is
is with
with some
some of
of the
the seasoned
seasoned bikers
bikers who
who have
have been
been using
using Bullets
Bullets for
for some
some time
time now
now and
and are
are generally
generally known
known

and
and respected
respected amongst
amongst the
the Bullet
Bullet community.
community.

3. The
3. The third
third phase
phase is
is with
with some
some respondents
respondents who
who will
will be
be interviewed
interviewed with
with the
the help
help of
of questionnaire
questionnaire keeping
keeping in
in mind
mind the
the time
time and
and

cost
cost constraints.
constraints.
 TOOLS
TOOLS OF
OF DATA
DATA COLLECTION
COLLECTION

Primary
Primary data-
data- In
In order
order to
to find
find out
out customer
customer satisfaction
satisfaction regarding
regarding bikes
bikes of
of Royal
Royal Enfield
Enfield Primary
Primary Data
Data

was
was collected
collected by
by personally
personally visiting
visiting the
the dealerships
dealerships and
and showrooms.
showrooms.

Secondary
Secondary data-
data- The
The Secondary
Secondary Data
Data collection
collection involved
involved internet
internet search,
search, browsing
browsing magazines,
magazines,

newspapers
newspapers and
and articles
articles and
and papers
papers related
related to
to the
the two
two wheeler
wheeler industry
industry in
in India
India

SAMPLE
SAMPLE DESIGN
DESIGN
Size of Sample 75

Sampling technique Convenient Random Sampling

method

Location from which samples were Selaqui

taken
LIMITATIONS
LIMITATIONS OF
OF THE
THE STUDY
STUDY

 This research is geographically restricted to Bangalore 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.

 HISTORY
HISTORY OF
OF THE
THE COMPANY
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

ORGANISATIONAL STRUCTURE

GENERAL MANAGER
(Proprietor)

Sales Manager Service Manager Service Manager

Showroom Service Accountant

In charge Supervisor
charge

Team Service Assistant

Manager Staffs Accountant

Sales

Representative
 SWOT ANALYSIS
MAJOR PLAYERS IN INDIAN TWO WHEELER MARKET

GROUP PLAYERS ATTRIBUTES COMPETITIVE FORCES

A Bajaj, Hero Honda Highly diversified - High buyer power

Aggressive promotion - High competitive

rivalry

- High entry barriers

B TVS Selectively diversified - Low entry barriers

Aggressive Promotion - Narrow product lines imply that

aggressive promotions can eat into
market share

C Honda, Yamaha Selectively diversified -High threat of

Moderate Promotion substitution (Rs 1 lakh car)

- Low entry barriers

D Royal Enfield Highly specialized - Low buyer power, high brand loyalty

Low Promotion - Product diversification will imply risk

of brand dilution
 SWOT ANALYSIS OF THE TWO WHEELER INDUSTRY

STRENGTHS WEAKNESSES

   

 Established brands  Extremely price sensitive

 Strong Brand Name  Short PLC
 Fuel efficient  High R and D costs
 Style statement
 Convenient in heavy traffic  
 Cheap and affordable
 Easy and cheap finance availability
 Patents
 Good reputation among customers

OPPURTUNITIES THREATS

   

 Growing premium segment  The Rs.1 Lakh car

 Increasing dispensable income  Cut throat competition
 Environmental concerns  Increasing number of players in the market
 Exports increasing  Rising raw material costs
 Very strong demand in the 100cc. segment dominated by  Increasing rates of interest on finance
limited players.
 
 SWOT ANALYSIS FOR ROYAL ENFIELD, INDIA

STRENGTHS WEAKNESSSES

   

 Size and scale of parent company  Small showrooms

 Effective Advertising Capability  Not much emphasis on aggressive selling

 Committed and dedicated staff  Weak product diversity

 High emphasis on R and D  

 Experience in the market

 Established brand

 Established market channel

 Power, Speed & Acceleration

OPPURTUNITIES THREATS

   

 Growing premium segment  Cut throat competition

 Global expansion into the Caribbean & Central  Increasing number of players in the market
America
 Rising raw material costs
 Expansion of target market (include women)
 Increasing rates of interest on finance
 Increasing dispensable income
 
 1st mover advantage
 
 DATA
DATAANALYSIS
ANALYSIS AND
AND INTERPRETATION
INTERPRETATION

TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON AGE

AGE NO. OF PERCENTAGE

RESPONDENTS
20-24 30 40%
25-29 19 26%
30-34 14 18%
Above 35 12 16%
TOTAL 75 100%
TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON GENDER

GENDER NO. OF PERCENTAGE

RESPONDENTS
MALE 69 92%
FEMALE 6 8%
TOTAL 75 100%
 TABLE SHOWING-THE OCCUPATION OF RESPONDENTS

OCCUPATION NO.OF PERCENTAGE

RESPONDENTS
STUDENT 33 44%
GOVERNMENT SERVICE 5 6%
EX-SERVICEMEN 3 4%
PROFESSIONAL 21 28%
SELF-EMPLOYED 13 18%
TOTAL 75 100%
 TABLE SHOWING-THE ANNUAL INCOME GROUP OF RESPONDENTS

INCOME NO. OF PERCENTAGE

GROUP
RESPONDENTS
LESS THAN 39 52%
1,20,000
1,20,001-3,60,000 10 14%
3,60,001-7,20,000 14 18%
ABOVE 7,20,000 12 16%
TOTAL 75 100%

16%

18%
52%

14%

Less than
1,20,000
1,20,001-
3,60,000
3,60,001-
7,20,000
Above 7,20,000
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%
 TABLE SHOWING- THE PURCHASING WAY OF THE CUSTOMERS

PURCHASED NO. OF PERCENTAGE

BY
RESPONDENTS
CASH 54 72%

LOAN 21 28%

TOTAL 75 100%
TABLE SHOWING- THE NO OF RESPONDENTS CONSIDERING OTHER MOTORCYCLE WHILE PURCHASING ROYAL ENFIELD
BIKE

YES/NO NO. OF PERCENTAGE

RESPONDENTS
YES 27 36%
NO 48 64%
TOTAL 75 100%
 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%
 
 FINDINGS

1. It is revealed that majority of users are between 20 to 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.

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

3. Users are mostly Professional males, 20-35 years of age including some students because of the looks and power of the bike.

4. Royal Enfield is placing their products in the appropriate price range. As the people of this income bracket less than 1,20,000 can easily afford this Bike.

5. 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.

6. Customers are easily affording the price of Royal Enfield bikes and they are not feeling much problem with the amount and purchasing way of most of the

customers is leading in cash sector.

7. Majority of the customers directly chose Royal Enfield as their bike and dint even have a look at the nearest alternative bike and this shows the loyalty of the

customers towards the brand Royal Enfield.

8. Advertisements are rarely recalled and are highly ineffective amongst non-Bullet riders. It’s clear that Royal Enfield should concentrate on its advertising

campaign to reach the customers.

• 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.
 RESPONDENT INFORMATION

QUESTIONNAIRE Name:

1. Age:

2. Gender : Male Female

3. Occupation:

Student Government service

Professional Self employed other

4. Annual Income:

Less than 1, 20,000 1, 20,001-3, 60,000

3, 60,001-7, 20,000 Above 7, 20,000

5. Which model of Royal Enfield do you presently own?

Bullet 500 Thunder Bird

Bullet Electra Machismo 500 Bullet 350

Classic 500/350 others

6. How did u purchase the bike?

Cash Loan

7. Did u consider other motorcycle while buying the Royal Enfield bike?

Yes No

- If yes which bike did you compare with?

Bike cc
Thank You